宝来发展规划模板.ppt

,Bora Communication Plan Proposal2002-08-10,A.BORA 2002 1st Half Year Communication Review1.Brand communication strategy2.Media publicity,PR events review,Brand introductory period,Forceful brand concept popularizing period,Theme:Controlling power,enjoying lifeMeasures:ads,soft news,journalist,dealer events,expert drive testObject:Bringing out the concept of the new product and its position,focusing on its core concept and product features、Time:Nov.2001 to Dec,9 2001,Theme:Dynamic Bora;Happy Bora TimeMeasures:ads,car exhibitions and test drive for consumers,PR events,soft pbulicityObject:forcefully spread and communicate out brand conceptTime:Dec.9 2001 to Jun.2002,Theme:Drivers carMeasures:Ads,promotions,PR events,soft publicityObject:Penetrate into the life of target consumers,reflect the fun of driving Bora and the life style and mental state of target Bora consumersTime:July 2002 to Dec.2002,Communication execution at different stages,1、Brand Communication Strategy,Brand concept consolidation Period July 2002 to Dec.31 2002,Bora car sales volume trend（2002.1-7）,0,1000,2000,3000,4000,5000,6000,7000,1,2,3,4,5,6,7,Jan.,Feb.,Mar.,Apr.,May,Jun.,Bora brand image,product configuration、function soft publicity,Bora four city exhibition and test drive,7500km 1st maintenance ads,Bora World Cup ads,Bora World Cup event,Power series print ads forecast TVC Teaser Power BORA series internet ads,BORA Happy Time Series Print ads,Bora Exhibition and Test Drive ads,Bora 1.6L Launch informing ads,Challenger Canto TVC,Drivers internet adsPraise canto,Bora Coordination Series Internet ads,Bora 1.6L Launch,The 500,00th car(BORA)off-line celebration,July,2.Brand directionAccording to the brand direction and the feedback from the public,customers and dealers,start to rich the brand image of Bora and prepare for communication concept adjustment,and via“Bora Happy Time”series print ads of the next stage to make a preparation,Praise canto,Countryside time canto,Coffee Time canto,Date time canto,TEASER forecast,Challenge,“Power Broa”image ads,“Bora Dribers car”image ads,Print ads,TVC,Internet ads,Outdoors ads,“Power Bora”Series outdoors board,3 PR eventsEver since the latter half of 2001 to the first half of 2002,in order to help Bora set up its individuality in its product and brand image,as well as help the public,especially the potential consumers to know Bora,to experience Bora and like it,and finally achieve a better sales,following PR events are designed and plannedENTERPRISE IMAGE:The 500,000th Bora stepping down from the assembly line of FAW-VWProduction popularization:BORA Launch Tetralogy（Bora off-line、Bora release,Bora formal launch、Bora 1.6L launch）“Experiencing Bora,enjoy the fun”2002Bora nationwide car exhibition and test driveBrand image:“Watching exciting games,enjoying Bora excitement”,The 500,000th Bora stepping down from the assembly line,Bora 1.6L launch,Watching exciting games,enjoying Bora excitement”,Experiencing Bora,enjoying the fun of driving,