东方仁德-大众品牌升级及传播策略方案EN.ppt

FAW-VW After-Sales 2004 Communications,2/20/2004,Agenda,1.Customer loyaltySales/After-Sales 2.Automotive MarketSales/After-Sales3.Competitive ActivityOEMsIndependents 4.FAW-VW:After-SalesMarket situationO&R Analysis5.DirectionCustomerKey Message6.Concepts&IdeasIntegrated program7.Conclusion,1.Customer loyalty,Sales,After-Sales,Customer loyalty,The traditional dealer division:,Sales,After-Sales,Customer loyalty,But in a very competitive market,theyre closely linked.,Sales,After-Sales(contact),After-Sales(attribute),Customer loyalty,The connection starts before purchase.32%believe After-Sales Service is an attribute when buying a car.,Source:China Operation&Management Survey,2003,Sales,After-Sales(contact),After-Sales(attribute),After-Sales(contact),After-Sales(contact),Sales,Pre-purchase leading to Sales,Purchase,Between purchase-leading to resale value of current car&brand loyalty for next car.,Re-purchase,Customer loyalty,How customer loyalty is maintained.Far more contact with After-Sales than with Sales.,Customer loyalty,The loyalty circle.The benefit returns to After-Sales again and again.,FAW-VWSales,FAW-VWAfter-Sales,FAW-VWAfter-Sales,FAW-VWAfter-Sales,Loyal FAW-VW customers,People influenced by loyal FAW-VW customers,Customer loyalty,Full impact of customer loyalty.,People influenced by loyal FAW-VW customers,People influenced by loyal FAW-VW customers,Customer loyalty to FAW-VW comes from both Sales and After-Sales.In a competitive market,both Sales and After-Sales must contribute to building customer loyalty.The loyalty circle shows that the benefits come back to After-Sales again and again.The effect is multiplied by customers influencing others.,Customer loyalty,Summary:,2.Automotive Market,Automotive Market,A brief review of how competitive the automotive market really is in China:SalesAfter-Sales,Automotive Market:Sales,20 years ago,just 60 private cars-now over 10m.,600k500K400K300K250K200K150K100K,Source:ARA,37 new car models launched in 2003,Automotive Market:Sales,Today there are 123 car manufacturers in China.,Source:中国 Statistics Bureau,2003,Source:China Statistics Bureau,2003,Source:China Statistics Bureau,2003:,Supply now exceeds demand.,Automotive Market:Sales,Communications spending is multiplying.,RMB 000,RMB 000,142%,297%,81%,131%,19%,2234%,132%,Source:CVSC-TNC Research,2003.Category:100,000-200,000 RMB,Automotive Market:Sales,Future sales projection.,Source:ARA,Automotive Market,Intense competition in After-Sales.,Intense competition in Sales.,Implication:,Automotive Market:After-Sales,After-Sales enterprises in China.,2003:600K(E),2002:500K,2001:220K,Source:Sino Net,Automotive Market:After-Sales,Market projection.,Source:Boston Consulting Group,Access Asia(inc.after-sales&spare parts),$US Billion,Automotive Market:After-Sales,Predicting the future:After-Sales analysis US.,Heavy/CollisionRepairs,Light/MediumRepairs,MaintenanceServicing,Parts&Accessories,OEM Dealers,OEM Franchised Service Stations,OEM-owned Auto Service Chains,Supermarkets,Tire Companies,Lubricants,Parts/Specialist Companies,Auto Service Chains,Body Shops,Private Companies,Example,Independents,OEM-Affiliated,Sentry Ford,Inc.,Automotive Market:After-Sales,After-Sales analysis US:OEM response.,Source:Boston Consulting Group,Access Asia,Independents,Independents,OEM,OEM,Automotive Market:After-Sales,OEM involvement:Asia example,Express service,cheaper genuine parts:Thailand,Japan,Similar for Toyota:Malaysia,Philippines Thailand,30 minutes test maintenance services,Cheaper genuine parts,6-month warranty,Plus Fast Tech Services,Quick repair service system,Transparent pricing,-40%cheaper parts for TOYOTA,Manufactures warranty,Plus Thunder Services,3.Competitive Activity,Competitive Activity,China:OEMs.OEMs in China are beginning to brand their After-Sales services.Events are mostly similar.Communications talk mostly about“care”and“heart.”,Competitive Activity,China:IndependentsIndependent chains all have brands.These brands are now starting into communications.,Competitive Activity,Review 2003:OEM Free test events OEM Internal contestCommunications:OEMs Service chains,Competitive Activity,Free test events:Examples.,Date from Spring&service to your heart,2 weeks free test services,Buick Care New care from new year,Brilliance Auto,Nanjing Fiat,SGM,Guangzhou Honda,Special service for 4 seasons with love,Sincere Service Care forever,FAW-VW,Deliver cool during summer events,Beijing Hyundai,Chery,Chery heart warming services of winter,South East,Check up for your satisfaction of Spring,Tourism of autumn,Hainan Mazda,Toyota,2 weeks free test services,Competitive Activity,Service Skills Contests in 2003:,The 3rd After-Sales Services Contest,Dongfeng-Nissan 1st NISTEC Contest,Toyota Service Champions Contest,Honda,Fiat,Toyota,Nissan,The 1st Service Contest of Nanjing Fiat,“Nick-Nickel”Contest,FAW-VW,Competitive Activity,SVW now on TV:,Competitive Activity,SGM:,Competitive Activity,Toyota:,Competitive Activity,FAW-Mazda:,Competitive Activity,Nanjing-Fiat:,Competitive Activity,Dongfeng-Nissan:,Competitive Activity,Bosch:,4.FAW-VW After-Sales,FAW-VW After-Sales,Market share:#2,SVWFAW-VWSGMOthers,FAW-VW After-Sales,Dealer network:#2,FAW-VW 17,FAW-VW 12,FAW-VW 18,FAW-VW 2,FAW-VW 31,FAW-VW 3,FAW-VW 4,FAW-VW1,FAW-VW 7,FAW-VW 3,FAW-VW 1,FAW-VW 2,FAW-VW2,FAW-VW 31,FAW-VW 4,FAW-VW5,FAW-VW 14,FAW-VW 30,FAW-VW 4,FAW-VW 5,FAW-VW 19,FAW-VW 7,FAW-VW 3,FAW-VW 24,FAW-VW 5,FAW-VW 12,FAW-VW 36,FAW-VW After-Sales,Brand perception:#10,Source:2003 Attitude and Image,FAW-VW After-Sales,Customer satisfaction index:FAW-VW#6,Source:JD Power,FAW-VW After-Sales,O&R analysis.,Competition is growing in the After-Sales market.Communication spending by both OEMs and Independents is multiplying.Customer loyalty depends on image perception.Customer experience is average,but perception of FAW-VW After-Sales is not as good as it should be,compare to its share.With increased competition,it may get worse.,FAW-VW After-Sales,O&R analysis.,In a highly competitive market like China,upgrading perception in order to improve customer loyalty needs a fully integrated communications program.,5.Direction,Direction,The first option analysed:,Care for your car This is an appealing proposition but our analysis has found that it is already used by competitors,including SVW and SGM.International research proves that if two companies use the same direction,the result is confusion and the customer usually gives the market leader the credit-in this case,SVW.Care as a proposition may therefore be a potential waste of budget.To be effective in a highly competitive environment,it is necessary to differentiate FAW-VW After-Sales.We decided to look at the customers.,Direction,Customer profile:Sales/After-Sales,Age,Gender,Income,Education,Source:JD Power,Direction,FAW-VW customer profile vs.market average.Older.More male.More mainstream in income and education.,Direction,O&R customer interviews.Knowing the customer base,we divided the interviews into three.,Pre-Purchase,New Owners,Loyal owners,Direction,FAW-VW Difference,Customer Need,Key Message,Customer interviews:What we look for.If theres a key customer need that matches a key FAW-VW difference,that should become our key message.,Direction,O&R customer interviews.,I need reliable service,Somebody who knows my car,Estimate should be honest,Somebody who is professional,Convenient,Parts should be good quality,Price is reasonable,Pre-Purchase,Direction,O&R customer interviews.,New Owners,I need to have technicians who really understand my car,I want to keep it running well,The car cost me a lot of money,I dont want to risk it,I dont want to be cheated on price.,My family must be safe,Direction,O&R customer interviews.,Loyal Owners,I dont want to go on vacation and have problems,I want to make sure my car is in top condition,The car should have a good resale value,Technicians who know me and know my car,Professional service saves my time,Direction,FAW-VW Difference:,FAW-VW technicians are experts,highly trained to know and understand your FAW-VW car.,FAW-VW quality reputation.All FAW-VW parts are original and German designed.469 dealers to provide service wherever you are.,FAW-VW Advantages:,FAW-VW Features:,The process is efficient,friendly and professional-the customer is called to check for satisfaction.Free test events.DIY help.Internal contests to raise standards.,Direction,We know your FAW-VW car,Efficient Professional Friendly,Personality,Tone of Communications,Unique Simple Strong Clear,Key Message,FAW-VW proposition:,Support,Expert technicians 469dealers Original German-designed parts DIY help,Fully integrated communications means everything looks and feels like one approach.Launch advertising starts the campaign.All messages that follow are part of the same approach,includingevents,merchandizing and all other activities.,Direction,Free testevents,Key message to raise perception of FAW-VW.,InternalContest,Merchandizing,DIY help,6.Concepts&Ideas,Concepts&Ideas,Integrated communications.Slogan Symbol:“Hans”Merchandizing:“Hans”Advertising:Print Advertising:TVIdeas:EventsSpare partsInternal contest/PRDIY contest/PRMedia,Concepts&Ideas,Slogan.Based on:FAW-VW difference-We know your FAW-VW car best.FAW-VW personality-Efficient,professional,friendly.,Translation:We know your car,we know you.,懂车 更懂你,Concepts&Ideas,Symbol:“Hans”,Concepts&Ideas,Symbol:“Hans”,Concepts&Ideas,Symbol:“Hans”,Concepts&Ideas,Symbol:“Hans”,Concepts&Ideas,Merchandizing:“Hans”,Concepts&Ideas,Merchandizing:“Hans”,Concepts&Ideas,Merchandizing:“Hans”,Concepts&Ideas,Merchandizing:“Hans”,Concepts&Ideas,Merchandizing:“Hans”,Concepts&Ideas,Advertising:Print Two alternative series:Idea 1:Simple,straightforward.Idea 2:Fresh,powerful.For a fully integrated program,we recommend one series or the other but not mixed.,Idea 1:Simple,straightforward.,Concepts&Ideas,Concepts&Ideas,Advertising:Print-Idea 1.Launching the key message.,Headline:We know every detail of your car.,Concepts&Ideas,Advertising:Print-Idea 1.Original parts.,Headline:Dont leave it to the moment of truth before you think of genuine parts.,Concepts&Ideas,Advertising:Print-Idea 1.Process.,Headline:This is the best team to service your car.,Concepts&Ideas,Advertising:Print-Idea 1.Network.,Headline:You can find our professional service everywhere.,Concepts&Ideas,Advertising:Print-Idea 1.Vacation.,Headline:Our professional services give you peace of mind for your holiday.,Concepts&Ideas,Advertising:Print-Idea 1.DIY.,Headline:We can give you a hand to become professional.,Concepts&Ideas,Advertising:Print-Idea 1,Idea 2:Fresh,powerful.,Concepts&Ideas,Concepts&Ideas,Advertising:Print-Idea 2.Launching the key message.,Headline:We know every detail of your car.,Concepts&Ideas,Advertising:Print-Idea 2.Original parts.,Headline:Safety means reliable genuine parts.,Concepts&Ideas,Advertising:Print-Idea 2.Process.,Headline:Well call to check if youre satisfied.,Concepts&Ideas,Advertising:Print-Idea 2.Network.,Headline:Our professional services are everywhere.,Concepts&Ideas,Advertising:Print-Idea 2.Vacation.,Headline:Dont take risks with your car.,Concepts&Ideas,Advertising:Print-Idea 2.DIY.,Headline:Well give you a hand to become professional.,Concepts&Ideas,Advertising:Print-Idea 2,Concepts&Ideas,Advertising:Print-Idea 2.Dealer poster.,Headline:To be professional is our commitment,Concepts&Ideas,Two advertising concepts:two ways to say the same thing.,TVC,Concepts&Ideas,Concepts&Ideas,Advertising:TV15 seconds to deliver key message at reasonable cost.,Concepts&Ideas,Advertising:TV-15 secs.,A customer is about to give a technician his keys.TECHNICIAN:“I DONT KNOW YOUR CAR BUT ILL DO A GOOD JOB.”The customer pulls the keys away as if hes changed his mind.,Concepts&Ideas,Advertising:TV-15 secs.,The customer is about to give another technician his keys.TECHNICIAN:“I DONT KNOW YOUR CAR BUT ILL DO A GOOD JOB.”Again,the customer pulls the keys away as if hes changed his mind.,Concepts&Ideas,Advertising:TV-15 secs.,The customer is about to give an FAW-VW technician his keys.TECHNICIAN:“I KNOW EVERY DETAIL OF YOUR CAR AND ILL DO A PERFECT JOB.”,Concepts&Ideas,Advertising:TV-15 secs.,This time the customer gives the keys to the technician.,Concepts&Ideas,Advertising:TV-15 secs.,ANNOUNCER:“AT FAW-VW,WE KNOW YOUR CAR,WE KNOW YOU.”,Concepts&Ideas,Advertising:TV-15 secs.,Title:FAW-VW logo.,Concepts&Ideas,Advertising:TV,Concepts&Ideas,Ideas.EventsSpare partsInternal contest/PRDIY contest/PRMedia,Concepts&Ideas,Results card for free test.After free test,customer is given a 3-color card:Level 1 Red=Serious problem-must be corrected.Level 2 Yellow=Mechanical suggestion-worth doing.Level 3 Green=Car upgrade suggestion-adds value.To stimulate sales,gifts may be given for each level-with gifts increasing in value for each added level.,Concepts&Ideas,Vacation checklist.After free test or before holiday period,customer is given a free holiday checklist with advice about how to avoid problems.May include an emergency number to call.,Concepts&Ideas,Spare parts ideas:Roadshow.The objective in this idea is to present the dangers of non-geuine parts to customers right at the point of contact-at the 3-S dealer where theyre thinking about repairs and can be influenced most easily.The road show will consist of a small team,an exhibition module and a short video about what can happen to a car with non-genuine parts.It will show the trouble thaty can be caused and the expense of fixing it.This will of course highlight the need for only FAW-VW original parts,designed in Germany-and only authorized FAW-VW dealers.,Concepts&Ideas,Internal contest ideas.“Nick Nickel”concept may be expanded to regions with more entrants and more PR.3 phases:a)Dealers apply for tests in 9 regions.b)Each region has its own finals.c)9 regional champions go to grand final in Beijing.National champions receive major PR celebration and winners go to Germany.This could be an international event with national winners competing for the world title at a different location each year.,Concepts&Ideas,DIY ideas.Contest for DIY enthusiasts.9 regional contests divided into Bora,Golf,Jetta owners.Points awarded for:Simple maintenance.Decorative improvement.27 winners invited to Beijing to take part in“Nick Nickel”special DIY category.3 national champions-one for Bora,Golf,Jetta.Great opportunity for PR using customers and technicians.,Concepts&Ideas,Media ideas:SponsorshipLink to“Auto Driving&Service.”One of top 3 magazines.Sponsorship of“Tech Lecture”using“Hans”symbol.,Concepts&Ideas,Media ideas:Better relations.Meetings with media to correct customer perception.If the media receive negative customer feedback about FAW-VW After-Sales,the media will call to pass on the criticism.FAW-VW can follow-up to correct the problem.,6.Conclusion,Conclusion,Customer loyalty depends on both Sales&After-Sales.Benefits of FAW-VW loyalty come back to After-Sales.Competition is becoming severe.Independents are growing.