大手笔广告Integrated Marketing Plan of HANKOOK Tires.ppt

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1、Integrated Marketing Plan of HANKOOK Tires,DSB AdvertisingMar 2002,Contents,9.Suggestions,1.Market analysis,2.Target consumers,3.Product positioning,4.Brand positioning,5.Key points in the process of marketing,6.Integrated marketing strategy,7.Media plan,8.Promotion plans,1.Market analysis,Overall t

2、rend：The national sales in 1998 totals 1.6 mil pieces,with 2.4%growth compared to year of 1997.The market potential also increases slightly.The demand structure continues changing and the competition is being more intense.Private autos plays a more important role.In 1998,the total amount of private

3、cars was 0.71 mil which took up 45.51%among the total auto sales.Personal consumption increase of tires is obvious.In Beijing,the number of private cars grew 8 times between 1992 and 1995.,Competitive overviewSome foreign and JV brands are still in their early stage:focus on the design of POP and ou

4、tdoor exhibition.The major competition comes from the brand image instead of the actual profits.It can be deducted that the real competition hasnt arrived yet.Shuangqian and huili,two shanghai-made brands lead the national market with its stable quality,vast distribution and long history.They are no

5、t only the profit-winners,but has very good brand images.,1.Market analysis,Area differences do exist due to the geography and climate.For instance,the competitors in Chongqing(mountain area)are different from those in Wuhan and Hefei(flat lands).,The complete product line with different features is

6、 the premise to participate in the national market.As we found through relative research,some brands like Goodyear and KUMHO input a lot in communications,but with slight feedback.It can be deducted that the response of tire market is comparatively slow.Thestrength and patience is required.,1.Market

7、 analysis,The competition goes deeper and wider which includes the price,service and construction of distribution channels.All brands havent differentiated their unique brand images yet among highly competitive clutters.,The originally-equipped tires still have strong impact on consumers.Santana wit

8、h Huili and Xiali with Sanjiao.The regionalism is extremely obvious.,1.Market analysis,2.Target Consumers,Taxi Civil autos Cargo autos Passenger transport autos,Target Consumers,Tires are tools of making fortune.The lowest cost is the eventual demand.Work day and night to make living.Regard himself

9、as ordinary workers without technology advantages.The short-term behavior is serious.Sometimes even use worn tires.Price is a major consideration.,Taxi,Durability is the most important concern and the number of kilometers is their criterion of making judgement.,Their measurements：,No crack,no split

10、and no upheaval are their basic requirements.,They are greatly influenced by price.Sometimes,even ten yuancan affect their final choice.,Target Consumers,Taxi,Their understanding to the veins are mostly restricted to the difference of bigger and smaller,deeper and more shallow.The detail of veins is

11、 meaningless and no one would choose different tires for different roads.They began to care about the quality of the raw material of tires and had some own criteria to judge the tires,i.e,touch the surface to see if it is glossy or pinch the tire to see if it is hard,Target Consumers,Taxi,Decision-m

12、aking process：Move the front tires to rear and only change new ones after totally worn.The words of colleagues are the most important,and then with the recommendation of dealers.,Brand equity is not apparent among tires consumers.They dont have a firm belief towards a certain brand.The habit of usin

13、g current or originally-equipped brands is obvious.,Target Consumers,Taxi,The core requirement of taxi drivers,Durability and better price,Target Consumers,Taxi,Background：Civil autos drivers,civil autos man-in-charge,auto management staff of governmentHave high criteria and wide source of informati

14、on on tiresEspecially in Beijing,the structure of organizations is quite comprehensive.Many people have the authority to influence the management of cars.,Target Consumers,Civil autos,Safety Other requirements like elasticity,anti-slippery derived from the safety Its very important to choose a good

15、brand.Good brand must represent the reliable quality.Price doesnt affect too much if its reasonable.,Their measurements：,Target Consumers,Civil autos,Decision-making process：When tires are half worn,changes are to be made.Generally,50 thousand kilometers is a reference-line.Most buying decisions are

16、 made by drivers,The points of purchase are stable.Batch purchase is determined by both drivers and buyers.Drivers name the brand and buyers determine the POP.If anything allows,imported brands are preferred.,Target Consumers,Civil autos,The core requirement of Civil autos,Safety,also consider perso

17、nal discount,Target Consumers,Civil autos,Background:Overload is occasional.Due to the long-distance travel experience,cargo autos drivers generally have richer knowledge on tires.They also have the opportunities to use different brands.They confront the most problems on tires.,Target Consumers,Carg

18、o autos,Durability-For the short-distance travel,one-year durability is demanded.For the long journey,half a year is preferred.They have specific requirements to the endurance of tires.They began to notice the usage of veins of tires.Often coming across various accidents,they dont have a clear impre

19、ssion of negative parts of tires they used.,Their measurements：,Target Consumers,Cargo autos,Decision-making process：Move the front tires to rear and only change new ones after totally worn.The words of colleagues are the most important,and then with the recommendation of dealers.They dont have an i

20、dea about brand.,Target Consumers,Cargo autos,The core requirement of Cargo autos,Durability and guaranteed quality,Target Consumers,Cargo autos,Background：Sensitive about priceThe long-distance transportation requires better durability of tires.,Target Consumers,Passenger transport autos,Durability

21、,time length as their criteria,also have an idea about kilometersThey will use renovated tires out of the consideration of costSensitive about price,Their measurements,Target Consumers,Passenger transport autos,Decision-making process：Keep using until the veins are totally worn.No stable points of p

22、urchase.For long-distance drivers,they often designate brands they are familiar with.,Target Consumers,Passenger transport autos,The core requirement of passenger transport autos,Durability and reliable quality,Target Consumers,Passenger transport autos,Brand position among consumers,High,Price,Qual

23、ity,huili,shuangqian,KUMHO,Hankook,Goodyear,Michellin,High,Price,Quality,huili,shuangqian,KUMHO,Hankook,Goodyear,Michellin,Brand position among consumers,How to satisfy the core demand of consumers?,Taxidurability and better price,Passenger transportation autosDurability and reliable quality,Civil a

24、utossafety,also consider personal discount,Competitors：MichellinHuiliKUMHOShuangqian,Consumers:Taxi-durability and better priceCivil autossafety,also consider personal discountCargo autos Durability and guaranteed qualityPassenger transportation autosDurability and reliable quality,Self advantages:g

25、lobally-renowned tire manufacturercomplete product line,3.Product positioning,4.Brand positioning,He is an professional engineer with international tires production.About 35 years old,all his life was devoted to the quality improvement of tires.He knows how to design different tires to adapt to the

26、various needs of different automobiles.He is more familiar with the situation in China and believes in quality and service.Additionally,he is ambitious for the success and looks forward to perfection.,The purchase of tires is heavily influenced by users habit.A good brand of tires is the outcome of

27、utilization.,5.Key points in the process of marketing,6.Integrated marketing strategy,Tasks to be achieved：Differentiate HANKOOK with other brands with its unique brand image，quickly elevate the brand awareness，set up affinity and good relations with consumers and dealersIn 1999,the main goal is to

28、complete the image differentiation and in 2000,the product features will be focused on the basis of the good brand image.Feature the strength and the spirits of HANKOOK,Permeate High-price,medium-price and low-price markets Build as good brand image as Michelin and GoodyearTake market share from Hui

29、li and shuangqian with reliable quality,6.Integrated marketing strategy,HANKOOK Service Center,The close relationship between manufacturers and dealers will be stable after long-time management.,Service Center,For enterprises concerning its brand image,sales is partially service.Service center is th

30、e promise of good quality and service.HANKOOK service center has good service to fulfil its commitments.,The decoration and staff quality of service center both reflect the brand and enterprise image.Before the products are sold,reliability have been sold already.,Value of HANKOOK Service Center,The

31、 use of HANKOOK service centerThe best place to present the brand image and the strength of the enterprise.,In some areas with sufficient terms,service centers can be transformed to direct-selling locations.,Shorten the distance between Hankook and consumers,Solve consumers problems and set up their

32、 brand loyalty,Avoid the imitations,Prevent the disordered price,Offer the best price,7.Media Plan,Contents,Target Audience DefinitionMedia ObjectiveMedia StrategyBuying Tactics Other Buying ConsiderationsMedia Flowchart,Target Audience Definition,They are drivers,dealers,and many more.,Primary targ

33、et:drivers,age between 25-55,Secondary target:male,age between 25-55,Media Objective,Focus on building maximum reach,Induce trial,Make consumers aware of the characteristics and brand image of HANKOOK tire.,Formulation of Media Strategy,1 Bursting pattern(seasonality)2 Media mix3 Target reach vs fre

34、quency4 Regionality,Chief Considerations:,Bursting Pattern(Seasonality),RMB0000,Category Spending by month/98-99(TV+NP),Focus onsummer,Source:X&L,Bursting Pattern(Seasonality),Peak sales season-summer(June-August)Invest one month earlier to preempt competitors activities(May-July),Special periods-i.

35、e,policy change,Media Mix/Media attaining higher reach,Cinema,Monthly,TV,Outdoor,Radio,Weekly,High reach,Low reach,High perception,Low perception,Daily,Media Mix/the most-often seen media,（Target audience：shanghai，drivers 25-55)(universe:130,000 sample:24449）,viewership,Source:CMMS98,Media Mix/CPM I

36、ndex Comparison,（Target audience：shanghai，drivers 25-55)(universe:130,000 sample:24449）,Source:CMMS98,INDEX,Media Mix/Recommendation,1.Outdoor,2.Radio,3.TV,4.NP,5.Magazine,Media Ranking,Target Reach vs Frequency,Principles:-Achieve maximum reach-Frequency also required in some key markets,NOTES:Even

37、 no advertisers have that sufficient budget to both achieve high reach and frequency!,Target Reach%,GRPs,1+Reach,3+Reach,Appropriate GRP level in tier-1 markets,Appropriate GRP level in tier-2 markets,source：CSM rating period:Aug 98-Feb 99,Target Reach vs Frequency,（Target audience：male 25-55 univer

38、se:5,630,000),Regionality,Market PotentialNo.of automobiles（Buses,taxi,trucks）Annul no.of passengers Annul no.of transportationCompetitive ActionAdvertising expense（TV&NP）,Prioritize all markets based on following factors,Regionality,Source:China statistical yearbook 98,X&L,TIER1,TIER,TIER,Regionali

39、ty,Focus on the tier-1 markets,Guangdong,Liaoning,Shandong,Beijing,Jiangsu,Zhejiang,Tier-1,Remarks:The market prioritization derived from the analysis of autos number,media expenditures and other factors.The marketing considerations are not included.,Buying Tactics,Overall Tactics,Achieve the highes

40、t reach through each monthly planRelate HANKOOK closely to the programs and articles featuring racing and limousine-introduction to elevate the brand image,Buying Tactics/TV Rating Trend,（Target audience：shanghai，male 25-55)(universe:5,630,000),Rating%,CPRP(cost per rating point)should be also consi

41、dered,Source:CSM,Buying Tactics/Outdoor Perception,Source:CMMS98,Conspicuous level of different outdoor types,（Target audience：shanghai，drivers 25-55)(universe:130,000 sample:24449）,viewership,Other Buying Considerations,TV,Sponsor some programs with steadily high rating to substitute the regular bu

42、ying for saving budget,Cooperate with media to produce specific programs introducing HANKOOK and its products-variety shows,Zhuhai F-1 racing sponsor,etc,NP,Soft Ad,Creative formats-make ads more eye-catching and arouse readers interest,Moving,special-sized and other creative outdoor ads(subject to

43、the government approval),Outdoor,Radio,Traffic and music programs,The locations must be scattered to attain higher reach,Peak traffic and music time,Other Buying Considerations,Interactive programs,In the areas with many competitors ads,use less but much larger size,Highway,Magazine,Professional mag

44、azines,Soft Ads,Other Buying Considerations,(also be recommended due to its popularity and authority among target consumers),Creative format-product logo at the top corner of each page,folder,etc,Media Flowchart in 1999,Budget Split,8.Promotion PlansSubject,Good cars with good tires,Happy parties-Th

45、e free gifts from HANKOOKContents,Select 20 brands of automobiles on the basis of HANKOOKs product line and the situation of each city.200 tires are provided to every city as free gifts.Events begin at the predetermined place and time,and end once no tires are available.,8.Promotion PlansSubject,199

46、9 long-lasting happiness-the“Tai”brought by HANKOOKContents,Select 20 key cities and 1000 points of purchase with excellent products exhibition and POP decoration.Total 100,000“Safety souvenir”will be given as free gifts which convey the HANKOOK message and best wishes to drivers.,8.Promotion PlansS

47、ubject,-Supporting HANKOOKs dealersContents,Set up the database of dealer and mail them with the regularly.The main contents of the newsflash include the sales skills,maintenance knowledge,news of HANKOOK and other promotion activities.,9.Suggestions,1“Break up the whole into parts and make breakthr

48、ough in key points”,Take private cars and taxi as the major consumers source.,Make breakthrough in some key markets Select markets with good sales record in 98 or good sales potential as core areas.,“Public praise is based on the utilization”.Hence the primary task of communications is to quickly cr

49、eate the loyal HANKOOK users.In the early stage of marketing,the promotions will take the most important role with the support of mass media.,Set up the users archive.The advertising through mass media expands and sustains the brand awareness among consumers.,2、Communication tools,9.Suggestions,Prof

50、essional capabilitychannels in key areasprize for dealersservice of chain stores,Promotional capabilityfree giftsdiscount cardsset up users archiveadvertising,Support stable qualitybrand integrationmanagement of sales people,9.Suggestions,Some issues to notice,3 major issues after the comprehensive