东方仁德-大众品牌升级及传播策略方案EN.ppt
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FAW VWAfter Sales2004Communications 2 20 2004 Agenda 1 CustomerloyaltySales After Sales2 AutomotiveMarketSales After Sales3 CompetitiveActivityOEMsIndependents4 FAW VW After SalesMarketsituationO RAnalysis5 DirectionCustomerKeyMessage6 Concepts IdeasIntegratedprogram7 Conclusion 1 Customerloyalty Sales After Sales Customerloyalty Thetraditionaldealerdivision Sales After Sales Customerloyalty Butinaverycompetitivemarket they recloselylinked Sales After Sales contact After Sales attribute Customerloyalty Theconnectionstartsbeforepurchase 32 believeAfter SalesServiceisanattributewhenbuyingacar Source ChinaOperation ManagementSurvey 2003 Sales After Sales contact After Sales attribute After Sales contact After Sales contact Sales Pre purchaseleadingtoSales Purchase Betweenpurchase leadingtoresalevalueofcurrentcar brandloyaltyfornextcar Re purchase Customerloyalty Howcustomerloyaltyismaintained FarmorecontactwithAfter SalesthanwithSales Customerloyalty Theloyaltycircle ThebenefitreturnstoAfter Salesagainandagain FAW VWSales FAW VWAfter Sales FAW VWAfter Sales FAW VWAfter Sales LoyalFAW VWcustomers PeopleinfluencedbyloyalFAW VWcustomers Customerloyalty Fullimpactofcustomerloyalty PeopleinfluencedbyloyalFAW VWcustomers PeopleinfluencedbyloyalFAW VWcustomers CustomerloyaltytoFAW VWcomesfrombothSalesandAfter Sales Inacompetitivemarket bothSalesandAfter Salesmustcontributetobuildingcustomerloyalty TheloyaltycircleshowsthatthebenefitscomebacktoAfter Salesagainandagain Theeffectismultipliedbycustomersinfluencingothers Customerloyalty Summary 2 AutomotiveMarket AutomotiveMarket AbriefreviewofhowcompetitivetheautomotivemarketreallyisinChina SalesAfter Sales AutomotiveMarket Sales 20yearsago just60privatecars nowover10m 600k500K400K300K250K200K150K100K Source ARA 37newcarmodelslaunchedin2003 AutomotiveMarket Sales Todaythereare123carmanufacturersinChina Source 中国StatisticsBureau 2003 Source ChinaStatisticsBureau 2003 Source ChinaStatisticsBureau 2003 Supplynowexceedsdemand AutomotiveMarket Sales Communicationsspendingismultiplying RMB 000 RMB 000 142 297 81 131 19 2234 132 Source CVSC TNCResearch 2003 Category 100 000 200 000RMB AutomotiveMarket Sales Futuresalesprojection Source ARA AutomotiveMarket IntensecompetitioninAfter Sales IntensecompetitioninSales Implication AutomotiveMarket After Sales After SalesenterprisesinChina 2003 600K E 2002 500K 2001 220K Source SinoNet AutomotiveMarket After Sales Marketprojection Source BostonConsultingGroup AccessAsia inc after sales spareparts USBillion AutomotiveMarket After Sales Predictingthefuture After SalesanalysisUS Heavy CollisionRepairs Light MediumRepairs MaintenanceServicing Parts Accessories OEMDealers OEMFranchisedServiceStations OEM ownedAutoServiceChains Supermarkets TireCompanies Lubricants Parts SpecialistCompanies AutoServiceChains BodyShops PrivateCompanies Example Independents OEM Affiliated SentryFord Inc AutomotiveMarket After Sales After SalesanalysisUS OEMresponse Source BostonConsultingGroup AccessAsia Independents Independents OEM OEM AutomotiveMarket After Sales OEMinvolvement Asiaexample Expressservice cheapergenuineparts Thailand Japan SimilarforToyota Malaysia PhilippinesThailand 30minutestestmaintenanceservices Cheapergenuineparts 6 monthwarranty PlusFastTechServices Quickrepairservicesystem Transparentpricing 40 cheaperpartsforTOYOTA Manufactures warranty PlusThunderServices 3 CompetitiveActivity CompetitiveActivity China OEMs OEMsinChinaarebeginningtobrandtheirAfter Salesservices Eventsaremostlysimilar Communicationstalkmostlyabout care and heart CompetitiveActivity China IndependentsIndependentchainsallhavebrands Thesebrandsarenowstartingintocommunications CompetitiveActivity Review2003 OEMFreetesteventsOEMInternalcontestCommunications OEMsServicechains CompetitiveActivity Freetestevents Examples DatefromSpring servicetoyourheart 2weeksfreetestservices BuickCareNewcarefromnewyear BrillianceAuto NanjingFiat SGM GuangzhouHonda Specialservicefor4seasonswithlove SincereServiceCareforever FAW VW Delivercoolduringsummerevents BeijingHyundai Chery Cheryheartwarmingservicesofwinter SouthEast CheckupforyoursatisfactionofSpring Tourismofautumn HainanMazda Toyota 2weeksfreetestservices CompetitiveActivity ServiceSkillsContestsin2003 The3rdAfter SalesServicesContest Dongfeng Nissan1stNISTECContest ToyotaServiceChampionsContest Honda Fiat Toyota Nissan The1stServiceContestofNanjingFiat Nick Nickel Contest FAW VW CompetitiveActivity SVWnowonTV CompetitiveActivity SGM CompetitiveActivity Toyota CompetitiveActivity FAW Mazda CompetitiveActivity Nanjing Fiat CompetitiveActivity Dongfeng Nissan CompetitiveActivity Bosch 4 FAW VWAfter Sales FAW VWAfter Sales Marketshare 2 SVWFAW VWSGMOthers FAW VWAfter Sales Dealernetwork 2 FAW VW17 FAW VW12 FAW VW18 FAW VW2 FAW VW31 FAW VW3 FAW VW4 FAW VW1 FAW VW7 FAW VW3 FAW VW1 FAW VW2 FAW VW2 FAW VW31 FAW VW4 FAW VW5 FAW VW14 FAW VW30 FAW VW4 FAW VW5 FAW VW19 FAW VW7 FAW VW3 FAW VW24 FAW VW5 FAW VW12 FAW VW36 FAW VWAfter Sales Brandperception 10 Source 2003AttitudeandImage FAW VWAfter Sales Customersatisfactionindex FAW VW 6 Source JDPower FAW VWAfter Sales O Ranalysis CompetitionisgrowingintheAfter Salesmarket CommunicationspendingbybothOEMsandIndependentsismultiplying Customerloyaltydependsonimageperception Customerexperienceisaverage butperceptionofFAW VWAfter Salesisnotasgoodasitshouldbe comparetoitsshare Withincreasedcompetition itmaygetworse FAW VWAfter Sales O Ranalysis InahighlycompetitivemarketlikeChina upgradingperceptioninordertoimprovecustomerloyaltyneedsafullyintegratedcommunicationsprogram 5 Direction Direction Thefirstoptionanalysed CareforyourcarThisisanappealingpropositionbutouranalysishasfoundthatitisalreadyusedbycompetitors includingSVWandSGM Internationalresearchprovesthatiftwocompaniesusethesamedirection theresultisconfusionandthecustomerusuallygivesthemarketleaderthecredit inthiscase SVW Careasapropositionmaythereforebeapotentialwasteofbudget Tobeeffectiveinahighlycompetitiveenvironment itisnecessarytodifferentiateFAW VWAfter Sales Wedecidedtolookatthecustomers Direction Customerprofile Sales After Sales Age Gender Income Education Source JDPower Direction FAW VWcustomerprofilevs marketaverage Older Moremale Moremainstreaminincomeandeducation Direction O Rcustomerinterviews Knowingthecustomerbase wedividedtheinterviewsintothree Pre Purchase NewOwners Loyalowners Direction FAW VWDifference CustomerNeed KeyMessage Customerinterviews Whatwelookfor Ifthere sakeycustomerneedthatmatchesakeyFAW VWdifference thatshouldbecomeourkeymessage Direction O Rcustomerinterviews Ineedreliableservice Somebodywhoknowsmycar Estimateshouldbehonest Somebodywhoisprofessional Convenient Partsshouldbegoodquality Priceisreasonable Pre Purchase Direction O Rcustomerinterviews NewOwners Ineedtohavetechnicianswhoreallyunderstandmycar Iwanttokeepitrunningwell Thecarcostmealotofmoney Idon twanttoriskit Idon twanttobecheatedonprice Myfamilymustbesafe Direction O Rcustomerinterviews LoyalOwners Idon twanttogoonvacationandhaveproblems Iwanttomakesuremycarisintopcondition Thecarshouldhaveagoodresalevalue Technicianswhoknowmeandknowmycar Professionalservicesavesmytime Direction FAW VWDifference FAW VWtechniciansareexperts highlytrainedtoknowandunderstandyourFAW VWcar FAW VWqualityreputation AllFAW VWpartsareoriginalandGermandesigned 469dealerstoprovideservicewhereveryouare FAW VWAdvantages FAW VWFeatures Theprocessisefficient friendlyandprofessional thecustomeriscalledtocheckforsatisfaction Freetestevents DIYhelp Internalconteststoraisestandards Direction WeknowyourFAW VWcar EfficientProfessionalFriendly Personality ToneofCommunications UniqueSimpleStrongClear KeyMessage FAW VWproposition Support Experttechnicians469dealersOriginalGerman designedpartsDIYhelp Fullyintegratedcommunicationsmeanseverythinglooksandfeelslikeoneapproach Launchadvertisingstartsthecampaign Allmessagesthatfollowarepartofthesameapproach includingevents merchandizingandallotheractivities Direction Freetestevents KeymessagetoraiseperceptionofFAW VW InternalContest Merchandizing DIYhelp 6 Concepts Ideas Concepts Ideas Integratedcommunications SloganSymbol Hans Merchandizing Hans Advertising PrintAdvertising TVIdeas EventsSparepartsInternalcontest PRDIYcontest PRMedia Concepts Ideas Slogan Basedon FAW VWdifference WeknowyourFAW VWcarbest FAW VWpersonality Efficient professional friendly Translation Weknowyourcar weknowyou 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 PrintTwoalternativeseries Idea1 Simple straightforward Idea2 Fresh powerful Forafullyintegratedprogram werecommendoneseriesortheotherbutnotmixed Idea1 Simple straightforward Concepts Ideas Concepts Ideas Advertising Print Idea1 Launchingthekeymessage Headline Weknoweverydetailofyourcar Concepts Ideas Advertising Print Idea1 Originalparts Headline Don tleaveittothemomentoftruthbeforeyouthinkofgenuineparts Concepts Ideas Advertising Print Idea1 Process Headline Thisisthebestteamtoserviceyourcar Concepts Ideas Advertising Print Idea1 Network Headline Youcanfindourprofessionalserviceeverywhere Concepts Ideas Advertising Print Idea1 Vacation Headline Ourprofessionalservicesgiveyoupeaceofmindforyourholiday Concepts Ideas Advertising Print Idea1 DIY Headline Wecangiveyouahandtobecomeprofessional Concepts Ideas Advertising Print Idea1 Idea2 Fresh powerful Concepts Ideas Concepts Ideas Advertising Print Idea2 Launchingthekeymessage Headline Weknoweverydetailofyourcar Concepts Ideas Advertising Print Idea2 Originalparts Headline Safetymeansreliablegenuineparts Concepts Ideas Advertising Print Idea2 Process Headline We llcalltocheckifyou resatisfied Concepts Ideas Advertising Print Idea2 Network Headline Ourprofessionalservicesareeverywhere Concepts Ideas Advertising Print Idea2 Vacation Headline Don ttakeriskswithyourcar Concepts Ideas Advertising Print Idea2 DIY Headline We llgiveyouahandtobecomeprofessional Concepts Ideas Advertising Print Idea2 Concepts Ideas Advertising Print Idea2 Dealerposter Headline Tobeprofessionalisourcommitment Concepts Ideas Twoadvertisingconcepts twowaystosaythesamething TVC Concepts Ideas Concepts Ideas Advertising TV15secondstodeliverkeymessageatreasonablecost Concepts Ideas Advertising TV 15secs Acustomerisabouttogiveatechnicianhiskeys TECHNICIAN IDON TKNOWYOURCARBUTI LLDOAGOODJOB Thecustomerpullsthekeysawayasifhe schangedhismind Concepts Ideas Advertising TV 15secs Thecustomerisabouttogiveanothertechnicianhiskeys TECHNICIAN IDON TKNOWYOURCARBUTI LLDOAGOODJOB Again thecustomerpullsthekeysawayasifhe schangedhismind Concepts Ideas Advertising TV 15secs ThecustomerisabouttogiveanFAW VWtechnicianhiskeys TECHNICIAN IKNOWEVERYDETAILOFYOURCARANDI LLDOAPERFECTJOB Concepts Ideas Advertising TV 15secs Thistimethecustomergivesthekeystothetechnician Concepts Ideas Advertising TV 15secs ANNOUNCER ATFAW VW WEKNOWYOURCAR WEKNOWYOU Concepts Ideas Advertising TV 15secs Title FAW VWlogo Concepts Ideas Advertising TV Concepts Ideas Ideas EventsSparepartsInternalcontest PRDIYcontest PRMedia Concepts Ideas Resultscardforfreetest Afterfreetest customerisgivena3 colorcard Level1Red Seriousproblem mustbecorrected Level2Yellow Mechanicalsuggestion worthdoing Level3Green Carupgradesuggestion addsvalue Tostimulatesales giftsmaybegivenforeachlevel withgiftsincreasinginvalueforeachaddedlevel Concepts Ideas Vacationchecklist Afterfreetestorbeforeholidayperiod customerisgivenafreeholidaychecklistwithadviceabouthowtoavoidproblems Mayincludeanemergencynumbertocall Concepts Ideas Sparepartsideas Roadshow Theobjectiveinthisideaistopresentthedangersofnon geuinepartstocustomersrightatthepointofcontact atthe3 Sdealerwherethey rethinkingaboutrepairsandcanbeinfluencedmosteasily Theroadshowwillconsistofasmallteam anexhibitionmoduleandashortvideoaboutwhatcanhappentoacarwithnon genuineparts Itwillshowthetroublethatycanbecausedandtheexpenseoffixingit ThiswillofcoursehighlighttheneedforonlyFAW VWoriginalparts designedinGermany andonlyauthorizedFAW VWdealers Concepts Ideas Internalcontestideas NickNickel conceptmaybeexpandedtoregionswithmoreentrantsandmorePR 3phases a Dealersapplyfortestsin9regions b Eachregionhasitsownfinals c 9regionalchampionsgotograndfinalinBeijing NationalchampionsreceivemajorPRcelebrationandwinnersgotoGermany Thiscouldbeaninternationaleventwithnationalwinnerscompetingfortheworldtitleatadifferentlocationeachyear Concepts Ideas DIYideas ContestforDIYenthusiasts 9regionalcontestsdividedintoBora Golf Jettaowners Pointsawardedfor Simplemaintenance Decorativeimprovement 27winnersinvitedtoBeijingtotakepartin NickNickel specialDIYcategory 3nationalchampions oneforBora Golf Jetta GreatopportunityforPRusingcustomersandtechnicians Concepts Ideas Mediaideas SponsorshipLinkto AutoDriving Service Oneoftop3magazines Sponsorshipof TechLecture using Hans symbol Concepts Ideas Mediaideas Betterrelations Meetingswithmediatocorrectcustomerperception IfthemediareceivenegativecustomerfeedbackaboutFAW VWAfter Sales themediawillcalltopassonthecriticism FAW VWcanfollow uptocorrecttheproblem 6 Conclusion Conclusion CustomerloyaltydependsonbothSales After Sales BenefitsofFAW VWloyaltycomebacktoAfter Sales Competitionisbecomingsevere Independentsaregrowing Mediaspendingismultiplying FAW VWAfter Salesimageshouldbehigher SolutionisafullyintegratedcommunicationsprogrambuiltaroundtheFAW VWdifference Conclusion O Rhasinvestigatedthemarket analysedthecompetition talkedtothecustomer We rereadytohelp- 配套讲稿:
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