一汽大眾全年計劃-0430bilingal(雙語)課件

奧迪C6上市廣告策略建議

AdvertisingstrategyproposalofAudiC6launch2005年4月30日April30,2005奧迪C6上市廣告策略建議

Advertisingstra1C6上市的核心任務(wù)：繼續(xù)保持A6在C級豪華車市場的領(lǐng)先地位和份額優(yōu)勢

CoretaskofC6launch:tomaintainA6’sleadershipandmarketshareinCsegmentofluxurysedan圍繞C6的核心任務(wù)，我們著重考慮了四大重要關(guān)系：

BasedonthecoretaskofC6,weconsidered4keyrelationshipsC5與C6的關(guān)系 RelationshipbetweenC5andC6品牌形象與銷售的關(guān)系 Relationshipbetweenbrandimageandsales形象與產(chǎn)品力的關(guān)系 RelationshipbetweenimageandproductfeaturesC6與競品的關(guān)系 RelationshipbetweenC6andcompetitors對C6上市的整體思考

OverallconsiderationonC6launchC6上市的核心任務(wù)：繼續(xù)保持A6在C級豪華車市場的領(lǐng)先地位和2C5與C6的關(guān)系RelationshipbetweenC5andC6C5與C6的關(guān)系3對目前A6市場狀況的思考

ConsiderationsontemporarymarketbackgroundofA6現(xiàn)狀：C5、C6銷售互相牽制Currentstatus:C5collidedwithC6onsalesC5庫存壓力猶在C5stillfacesthepressurefromtheheavystock消費者開始觀望等待C6上市ConsumerscametopostponetheirpurchaseawaitingthelaunchofC6問題：A6長時間沒有市場聲音Problem:LongmarketingvoiceabsenceofA6對C5消化庫存不利BadforthesalesofstockedC5cars對A6維持影響力不利BadformaintainingmarketinfluenceofA6對C6聚攏人氣不利BadforgatheringofC6prospects給寶馬、皇冠、天籟擴大影響以可乘之機OpportunityforBMW,CrownandTeanatoexpandshare對目前A6市場狀況的思考

Considerationson4建議1：推出C6，解圍C5ProposalI:launchC6toeaseC5以C6配額帶動向經(jīng)銷商壓貨C5EncouragedealersstockingC5byrewardsofC6quota以C6經(jīng)銷商加價行為襯托C5的性價比優(yōu)勢ReflectthevalueformoneyadvantageofC5bydealershipprice-risingofC6同時解決了C6上市等待C5銷售的被動局面SolveproblemsofbothprospectspostponingpurchaseandplainC5sales建議2：速推C5，解圍C6ProposalII:speedthesalesofC5toeaseC6以C6配額向經(jīng)銷商壓貨C5EncouragedealersstockingC5byrewardsofC6quota對外宣布C6不定期推遲上市AnnouncetheunlimitedpostponingofC6’slaunch同時加大C5促銷的宣傳ReinforcethepromotioncommunicationofC5待C5銷售進入尾聲上市C6LaunchC6intheendofthesalesofC5對目前A6市場狀況的思考

ConsiderationsontemporarymarketbackgroundofA6建議1：推出C6，解圍C5對目前A6市場狀況的思考

Cons5品牌形象與銷售的關(guān)系Relationshipbetweenbrandimageandsales品牌形象與銷售的關(guān)系6C6上市的挑戰(zhàn)

ChallengestothelaunchofC6豪華車市場競爭激烈

Fiercecompetitioninthemarketofluxurysedan豪華車需求增長幅度有限

LimitedincreaseofthemarketC6上市肩負著拉升價位和打開銷量的雙重任務(wù)

ThelaunchofC6servestwotasksofraisingthepriceandextendingthesales品牌形象能否推動C6超越C5再上新高度？IsbrandimagecapableofenhancingC6tosurpassC5andreachnewheights?C6上市的挑戰(zhàn)

Challengestothelaun7塑造C6品牌形象的必要性

thenecessityofbuildingC6’sbrandimage品牌形象能推動C6再上新高度BrandimagecanenhanceC6toreachnewheights競爭對手競相搶占形象制高點

Competitorsfightforthepositionofbenchmarkimage品牌形象是消費者購買決策的重要依據(jù)

Brandimageisoneofthekeyconsiderationsinpurchasedecision形象建設(shè)是奧迪品牌的長期戰(zhàn)略

ImagebuildingisamongthelongtermbrandstrategyofAudi塑造C6品牌形象的必要性

thenecessityof8上市廣告首先在熟悉階段發(fā)揮作用，電視廣告的作用最大LaunchadswouldfirstlyfunctionthroughouttheacquaintancestagewhileTVCwasthepriority熟悉階段Acquaintance考慮階段Consideration電視廣告TVC上網(wǎng)查詢Internet車展AutoExhibition朋友/親屬介紹Friend/Relative報紙廣告Newspaper經(jīng)銷商/銷售人員介紹Retailer/Sales報紙文章NewspaperEditorial雜志文章MagazineEditorial%朋友/親戚介紹Friend/Relative經(jīng)銷商/銷售人員介紹Retailer/Sales車展AutoExhibition上網(wǎng)查詢Internet電視廣告TVC雜志文章MagazineEditorial報紙廣告NewspaperAds汽車廠家舉辦的各種推廣活動MarketingCampaign報紙文章NewspaperEditorial%經(jīng)銷商/銷售人員介紹Retailer/Sales車展AutoExhibition汽車廠家舉辦的各種推廣活動MarketingCampaign朋友/親戚介紹Friend/Relative上網(wǎng)查詢Internet報紙廣告NewspaperAds雜志文章MagazineEditorial%體驗試駕階段Experience經(jīng)銷商/銷售人員介紹Retailer/Sales朋友/親戚介紹Friend/Relative汽車廠家舉辦的各種推廣活動MarketingCampaign車展AutoExhibition上網(wǎng)查詢Internet電視廣告TVC去汽車銷售店自己看GotoDealerShop%獲取有效信息ObtainEffectiveInfo數(shù)據(jù)來源:AC尼爾森04年奧迪專項調(diào)查Source:ACNielsenY04customizedresearchforAudi上市廣告首先在熟悉階段發(fā)揮作用，電視廣告的作用最大熟悉階段考9競品借助電視廣告搶占宣傳制高點

Howdoescompetitors’adsfightfortheinitiative?Source:AC尼爾森2003奧迪專項調(diào)查競品借助電視廣告搶占宣傳制高點

Howdoescompe10競品電視廣告策略CompetitiveTVCstrategy競品電視廣告策略11高檔轎車上市電視廣告案例I

LaunchTVCsofpremiumsedanscaseI寶馬5系、凱迪拉克、別克榮御三品牌上市期間，電視廣告內(nèi)容均以品牌理念為導(dǎo)向，傳播感性內(nèi)容

JudgingthelaunchcampaignsofBMW5series,CadillacCTSandBuickRoyaum,TVCswereemotionallyimage-oriented.寶馬5系BMW5series凱迪拉克CadillacCTS榮御Royaum高檔轎車上市電視廣告案例I

LaunchTVCsofp12高檔轎車上市電視廣告案例II

LaunchTVCsofpremiumsedanscaseII皇冠品牌上市期間，推出相同理念兩套電視廣告，分別以產(chǎn)品內(nèi)外設(shè)計特色支持品牌形象的建立 ToyotaCrownappliedtwolaunchTVCs,whichwerebrandimage.高檔轎車上市電視廣告案例II

LaunchTVCsof13天籟上市電視廣告突出產(chǎn)品信息，通過產(chǎn)品特色的展示幫助樹立形象

thelaunchTVCofTeanahighlightedproductfeatures,soastobuildupthebrandimage.高檔轎車上市電視廣告案例III

LaunchTVCsofpremiumsedanscaseIII天籟上市電視廣告突出產(chǎn)品信息，通過產(chǎn)品特色的展示幫助樹立形象14競品后續(xù)廣告策略Competitive

successivestrategy競品后續(xù)廣告策略15后續(xù)階段廣告案例I

SuccessiveadcaseI上市階段：新不可測；全新車型Launch:unpredictablenew;allnewproductseries后續(xù)階段：勢不可擋；動力強勁Successive:prevailingpower;marvelouspower凱迪拉克廣告堅持以形象為主，兼帶傳播產(chǎn)品特色Cadillacadsfocusedonimagewithrelativeproductfeaturesupports.后續(xù)階段廣告案例I

SuccessiveadcaseI16后續(xù)階段廣告案例II

SuccessiveadcaseII上市階段：生活工作雙重享受,超凡座駕Launch:doubleenjoymentfromlifeandwork;superbcar后續(xù)階段：更多車型選擇Succession:morepackageoptions寶馬形象廣告持續(xù)時間較長，逐漸過渡到產(chǎn)品廣告BMWimage-oriented

adssustainedforalongperiodandshiftedtoproductadsgradually后續(xù)階段廣告案例II

Successiveadcase17后續(xù)階段廣告案例III

SuccessiveadcaseIII

上市階段：超凡登場：V6發(fā)動機、時尚設(shè)計Launch:superbdebut;V6engine,trendydesign后續(xù)階段：年度車大獎：V6發(fā)動機、時尚設(shè)計Launch:caroftheyear;V6engine,trendydesign天籟平面廣告突出傳播產(chǎn)品特色，并以此樹立形象Teanaadsfeaturedproducttobuildimage后續(xù)階段廣告案例III

Successiveadcase18品牌形象對于豪華車購買極為重要

Brandimageisvitaltothepurchaseofpremiumsedan從消費者調(diào)研中，我們發(fā)現(xiàn)Basedonconsumerresearches：對品牌形象的評價和最初對產(chǎn)品整體印象的評價是密不可分的（Ipsos車型調(diào)研）Consumers’perceptionsonbrandimagearecloselylinkedtooverallproductimpression.(CarresearchbyIpsos)“對產(chǎn)品的感覺不可能和品牌分開說。”“Experiencesfromtheproductshouldn’tbeseparatedfromthebrand”奧迪吸引消費者購買的主要動力在于奧迪的品牌形象（ACNielsen品牌調(diào)研）KeyconsumerpurchasetriggerofAudiliesinitsbrandimage(BrandresearchbyACNielsen)“大氣穩(wěn)重、高科技、代表成功、質(zhì)量好?！薄癊legantandsteady,hi-tech,symbolofsuccess,finequality”品牌形象對于豪華車購買極為重要

Brandimageis19產(chǎn)品性能是作為品牌形象的支持點被看待的（Ipsos車型調(diào)研）Productperformancewastakenasasupporttobrandimage(CarresearchbyIpsos)“這些配置就是這檔次車應(yīng)該有的?！薄癟heseequipmentsshouldbenecessitiestocarsofthissegment.”品牌形象對于豪華車購買極為重要

Brandimageisvitaltothepurchaseofpremiumsedan產(chǎn)品性能是作為品牌形象的支持點被看待的（Ipsos車型調(diào)研）20奧迪品牌策略更注重感性因素

Audibrandstrategywithmorestressonemotionalelements情感/品牌形象Emotional/Brandimage產(chǎn)品特性Productfeatures顧客利益Customerbenefits顧客利益Customerbenefits產(chǎn)品特性Productfeatures中國長期市場戰(zhàn)略

Long-termMarketingStrategyinChina過去Past將來Future情感/品牌形象Emotional/Brandimage奧迪品牌策略更注重感性因素

Audibrandstrat21C6如何實踐奧迪品牌？

HowdoesC6availAudibrandvalue?把握奧迪品牌精髓：進取突破Brandessence:ProgressiveBreakthrough(AudiVorsprung)完成奧迪品牌使命：最進取的豪華品牌Brandmission:ThemostprogressiveluxurybrandC6產(chǎn)品定位：最進取的公商務(wù)座駕C6productpositioning:ThemostprogressivebusinesssedanC6傳播平臺：創(chuàng)想改變未來C6communicationplatform:ThinkfutureC6如何實踐奧迪品牌？

HowdoesC6avail22品牌形象與產(chǎn)品力的關(guān)系Relationshipbetweenbrandimageandproductfeatures品牌形象與產(chǎn)品力的關(guān)系23品牌形象與產(chǎn)品力是相輔相成的關(guān)系BrandimagecanenhanceC6toreachnewheights品牌形象是產(chǎn)品力的人性化表現(xiàn)形式

Brandimageisthecharacterizedpresenceofproductfeatures產(chǎn)品力是品牌形象成立的基礎(chǔ)

Brandimageisbuiltonproductfeatures品牌形象、產(chǎn)品力共同形成品牌價值

Brandimageandproductfeaturetogethermakebrandvalue品牌形象與產(chǎn)品力是相輔相成的關(guān)系24“創(chuàng)想改變未來”的理念內(nèi)涵

Essencesofthe“Thinkfuture”brandingplatform形象力Imagevalue激發(fā)偏好、提升價格Intriguepreference,elevateprice產(chǎn)品力Productvalue證明形象、刺激嘗試Imagetestimony,inviteexperiencing感性Emotional“創(chuàng)想改變未來”與車主需求的深度共鳴“Thinkfuture”highlycorrespondswiththetarget’sneeds理性Rational“創(chuàng)想改變未來”體現(xiàn)出的在C級車的強勢賣點“Thinkfuture”demonstratesourgreatadvantageinCsegment“創(chuàng)想改變未來”的理念內(nèi)涵

Essencesofthe25品牌形象主導(dǎo)產(chǎn)品形象

Brandimagedrive

productimage個人能力Personalcompetence

豪華Luxury

革新Innovation

動感Dynamic

品質(zhì)Quality

設(shè)計Design空間Package

成就Achievement

社會承認Socialrecognition

尊重、權(quán)力RespectPower

政府機構(gòu)用車Govt.sector私人用車Privatesector自我實現(xiàn)HigherSelf-esteemEndBenefitBrandImageProductImageSupport品牌形象主導(dǎo)產(chǎn)品形象

Brandimagedrivep26C6上市廣告執(zhí)行7月初-8月初上市期第一波確立形象突破性的領(lǐng)導(dǎo)品牌，給突破性的領(lǐng)導(dǎo)者突破性觀念+突破性產(chǎn)品C6：創(chuàng)想改變未來第二波切入產(chǎn)品突破性的產(chǎn)品功能，給突破性的領(lǐng)導(dǎo)者銷售期8月中-12月C6上市廣告執(zhí)行7月初-8月初上市期第一波確立形象突破27AdvertisementexecutionofC6launchJul.–Aug.Launchphase1stwave:imageestablishmentBreakthroughleadingbrandforbreakthroughleaderBreakthroughideology+BreakthroughproductC6:Thinkfuture2ndwave:applianceofproductBreakthroughproductequipmentsforbreakthroughleadersSalesphaseAug.–Dec.AdvertisementexecutionofC628C6廣告執(zhí)行7月初-8月初上市期創(chuàng)想改變未來TVC路牌商務(wù)手冊突破的理念展廳布置主題媒介第一波：整體確立品牌形象報紙、雜志突破理念的車C6廣告執(zhí)行7月初-8月初上市期創(chuàng)想改變未來TVC路牌商29AdvertisementexecutionofC6launchJul.–Aug.LaunchphaseThinkfutureTVCOutdoorBusinessbrochureBreakthroughideologyShowroom,POPThemeMedia1stwave:overallestablishmentofbrandimageNewspaper,magazineBreakthroughcarAdvertisementexecutionofC630C6廣告執(zhí)行8月初-12月底銷售期創(chuàng)想改變未來第二波：以品牌形象切入產(chǎn)品TVC路牌商務(wù)手冊突破的理念產(chǎn)品手冊主題媒介報紙、雜志MMI突破的操控突破的安全4.2quattro高速表現(xiàn)C6廣告執(zhí)行8月初-12月底銷售期創(chuàng)想改變未來第二波：以31C6廣告執(zhí)行Aug.–Dec.SalesphaseThinkfuture2ndwave:applianceofproductleveragingonbrandimageTVCOutdoorBusinessbrochureBreakthroughideologyProductbrochureThemeMediaNewspaperbrochureMMIBreakthroughcontrolBreakthroughsafetyHispeedperfomanceof4.2quattroC6廣告執(zhí)行Aug.–Dec.SalesphaseTh32C6如何超越對手的產(chǎn)品亮點？HowdoesC6exceedcompetitorsonproductfeatures?C6如何超越對手的產(chǎn)品亮點？33C6如何超越對手亮點？

HowdoesC6exceedcompetitorsonproductfeatures?不同地區(qū)、不同時期，C6面對的競爭對手可能各有不同。C6’scompetitorsvaryregardingdifferentregionsandtimes.可考慮利用地方媒體、線下媒體，制作具有針對性的廣告，形成對主要媒體的補充。TakeregionalmediaandPRcommunicationassupplementarytothemainstreammediatomaketheadsmorefocused.C6如何超越對手亮點？

HowdoesC6exceed34C6對手亮點對比（標配）

Comparisonswithcompetitors(standardequipment)外觀Exterior安全配置Safety高速穩(wěn)定性Hi-speedsteadiness人性化配置Ergonomics內(nèi)飾感受InteriorC6大家風范Magnificent/mightyESPSideguard智慧wisdom（運動底盤、四驅(qū)、空氣懸架）MMI太陽能天窗無鑰匙系統(tǒng)寬敞roomy嚴謹seriousBMW5強悍時尚Aggressive/fashionDSC完美perfect（發(fā)動機縱置、后驅(qū)、前后等重）iDrive優(yōu)雅elegant動感dynamicBenzE經(jīng)典時尚Classic/fashionSBCPreSafe完備fullyequipped（后驅(qū)、ADC空氣懸掛）四區(qū)空調(diào)4zoneaircondition優(yōu)雅elegant輕快swiftCrown韻味Elegance膝部氣囊kneeairbag達標standard（后驅(qū)）觸摸屏Touchablescreen后座至上rearcomfort安靜quietC6對手亮點對比（標配）

Comparisonswith35C6如何對抗BMW5？

HowdoesC6counterBMW5series?寶馬5的賣點：品牌地位、專業(yè)成功人士定位、駕駛性能BMWkeywhy-buys:brandstatus,brandpositioningonsuccessfulprofessionalsanddrivingperformance寶馬5的劣勢：后座空間不夠?qū)挸ā⒄w造型個人化氣息濃、舒適性亮點比C6少BMWdrawbacks:insufficientrearseatspace,overallindividualistic-orienteddesign,lesscomfortfeaturesthanC6機會：公商務(wù)禮賓場合，商業(yè)氛圍比較穩(wěn)重的地區(qū)Opportunity:businessandotherformalappliances,especiallyinregionsofmorebusiness-orientedpurchases外觀大氣穩(wěn)重+內(nèi)部寬敞+舒適配置=公商務(wù)首選Magnificentandsteady-lookingexterior+roomyinterior+comfortequipments=No.1businesssedan車型C6如何對抗BMW5？

HowdoesC6counte36C6如何對抗皇冠？

HowdoesC6counterToyotaCrown?皇冠的賣點：品牌知名度高、“豪華”配置多、品質(zhì)好Crownkeywhy-buys:highbrandawareness,ample“l(fā)uxury”equipments,finequality皇冠的劣勢：最核心的性能與奧迪仍有差距Crowndrawbacks:LaggingbehindoncoreperformancecomparedtoAudi機會：看重轎車核心價值的買家Opportunity:prospectsvaluecoresedanvalues更安全+更動感=更具豪華價值Moresafety+moredynamics=moreluxuryvalueC6如何對抗皇冠？

HowdoesC6counter37C6如何對抗BenzE？

HowdoesC6counterMercedesEclass?需要待奔馳公布更多中國市場配置細節(jié)后再做研究FurtheranalysisneededafterMercedeslaunchesitsKDproductsseriesC6如何對抗BenzE？

HowdoesC6coun38C605年廣告規(guī)劃小結(jié)

2005AdvertisementPlanofC6品牌形象的重要性

Importanceofbrandimage品牌內(nèi)涵細化

Brandconnotation

embodiment上市廣告規(guī)劃

LaunchadsplanC605年廣告規(guī)劃小結(jié)

2005Advertisemen39謝謝！

Thankyou!謝謝！

Thankyou!40奧迪C6上市廣告策略建議

AdvertisingstrategyproposalofAudiC6launch2005年4月30日April30,2005奧迪C6上市廣告策略建議

Advertisingstra41C6上市的核心任務(wù)：繼續(xù)保持A6在C級豪華車市場的領(lǐng)先地位和份額優(yōu)勢

CoretaskofC6launch:tomaintainA6’sleadershipandmarketshareinCsegmentofluxurysedan圍繞C6的核心任務(wù)，我們著重考慮了四大重要關(guān)系：

BasedonthecoretaskofC6,weconsidered4keyrelationshipsC5與C6的關(guān)系 RelationshipbetweenC5andC6品牌形象與銷售的關(guān)系 Relationshipbetweenbrandimageandsales形象與產(chǎn)品力的關(guān)系 RelationshipbetweenimageandproductfeaturesC6與競品的關(guān)系 RelationshipbetweenC6andcompetitors對C6上市的整體思考

OverallconsiderationonC6launchC6上市的核心任務(wù)：繼續(xù)保持A6在C級豪華車市場的領(lǐng)先地位和42C5與C6的關(guān)系RelationshipbetweenC5andC6C5與C6的關(guān)系43對目前A6市場狀況的思考

ConsiderationsontemporarymarketbackgroundofA6現(xiàn)狀：C5、C6銷售互相牽制Currentstatus:C5collidedwithC6onsalesC5庫存壓力猶在C5stillfacesthepressurefromtheheavystock消費者開始觀望等待C6上市ConsumerscametopostponetheirpurchaseawaitingthelaunchofC6問題：A6長時間沒有市場聲音Problem:LongmarketingvoiceabsenceofA6對C5消化庫存不利BadforthesalesofstockedC5cars對A6維持影響力不利BadformaintainingmarketinfluenceofA6對C6聚攏人氣不利BadforgatheringofC6prospects給寶馬、皇冠、天籟擴大影響以可乘之機OpportunityforBMW,CrownandTeanatoexpandshare對目前A6市場狀況的思考

Considerationson44建議1：推出C6，解圍C5ProposalI:launchC6toeaseC5以C6配額帶動向經(jīng)銷商壓貨C5EncouragedealersstockingC5byrewardsofC6quota以C6經(jīng)銷商加價行為襯托C5的性價比優(yōu)勢ReflectthevalueformoneyadvantageofC5bydealershipprice-risingofC6同時解決了C6上市等待C5銷售的被動局面SolveproblemsofbothprospectspostponingpurchaseandplainC5sales建議2：速推C5，解圍C6ProposalII:speedthesalesofC5toeaseC6以C6配額向經(jīng)銷商壓貨C5EncouragedealersstockingC5byrewardsofC6quota對外宣布C6不定期推遲上市AnnouncetheunlimitedpostponingofC6’slaunch同時加大C5促銷的宣傳ReinforcethepromotioncommunicationofC5待C5銷售進入尾聲上市C6LaunchC6intheendofthesalesofC5對目前A6市場狀況的思考

ConsiderationsontemporarymarketbackgroundofA6建議1：推出C6，解圍C5對目前A6市場狀況的思考

Cons45品牌形象與銷售的關(guān)系Relationshipbetweenbrandimageandsales品牌形象與銷售的關(guān)系46C6上市的挑戰(zhàn)

ChallengestothelaunchofC6豪華車市場競爭激烈

Fiercecompetitioninthemarketofluxurysedan豪華車需求增長幅度有限

LimitedincreaseofthemarketC6上市肩負著拉升價位和打開銷量的雙重任務(wù)

ThelaunchofC6servestwotasksofraisingthepriceandextendingthesales品牌形象能否推動C6超越C5再上新高度？IsbrandimagecapableofenhancingC6tosurpassC5andreachnewheights?C6上市的挑戰(zhàn)

Challengestothelaun47塑造C6品牌形象的必要性

thenecessityofbuildingC6’sbrandimage品牌形象能推動C6再上新高度BrandimagecanenhanceC6toreachnewheights競爭對手競相搶占形象制高點

Competitorsfightforthepositionofbenchmarkimage品牌形象是消費者購買決策的重要依據(jù)

Brandimageisoneofthekeyconsiderationsinpurchasedecision形象建設(shè)是奧迪品牌的長期戰(zhàn)略

ImagebuildingisamongthelongtermbrandstrategyofAudi塑造C6品牌形象的必要性

thenecessityof48上市廣告首先在熟悉階段發(fā)揮作用，電視廣告的作用最大LaunchadswouldfirstlyfunctionthroughouttheacquaintancestagewhileTVCwasthepriority熟悉階段Acquaintance考慮階段Consideration電視廣告TVC上網(wǎng)查詢Internet車展AutoExhibition朋友/親屬介紹Friend/Relative報紙廣告Newspaper經(jīng)銷商/銷售人員介紹Retailer/Sales報紙文章NewspaperEditorial雜志文章MagazineEditorial%朋友/親戚介紹Friend/Relative經(jīng)銷商/銷售人員介紹Retailer/Sales車展AutoExhibition上網(wǎng)查詢Internet電視廣告TVC雜志文章MagazineEditorial報紙廣告NewspaperAds汽車廠家舉辦的各種推廣活動MarketingCampaign報紙文章NewspaperEditorial%經(jīng)銷商/銷售人員介紹Retailer/Sales車展AutoExhibition汽車廠家舉辦的各種推廣活動MarketingCampaign朋友/親戚介紹Friend/Relative上網(wǎng)查詢Internet報紙廣告NewspaperAds雜志文章MagazineEditorial%體驗試駕階段Experience經(jīng)銷商/銷售人員介紹Retailer/Sales朋友/親戚介紹Friend/Relative汽車廠家舉辦的各種推廣活動MarketingCampaign車展AutoExhibition上網(wǎng)查詢Internet電視廣告TVC去汽車銷售店自己看GotoDealerShop%獲取有效信息ObtainEffectiveInfo數(shù)據(jù)來源:AC尼爾森04年奧迪專項調(diào)查Source:ACNielsenY04customizedresearchforAudi上市廣告首先在熟悉階段發(fā)揮作用，電視廣告的作用最大熟悉階段考49競品借助電視廣告搶占宣傳制高點

Howdoescompetitors’adsfightfortheinitiative?Source:AC尼爾森2003奧迪專項調(diào)查競品借助電視廣告搶占宣傳制高點

Howdoescompe50競品電視廣告策略CompetitiveTVCstrategy競品電視廣告策略51高檔轎車上市電視廣告案例I

LaunchTVCsofpremiumsedanscaseI寶馬5系、凱迪拉克、別克榮御三品牌上市期間，電視廣告內(nèi)容均以品牌理念為導(dǎo)向，傳播感性內(nèi)容

JudgingthelaunchcampaignsofBMW5series,CadillacCTSandBuickRoyaum,TVCswereemotionallyimage-oriented.寶馬5系BMW5series凱迪拉克CadillacCTS榮御Royaum高檔轎車上市電視廣告案例I

LaunchTVCsofp52高檔轎車上市電視廣告案例II

LaunchTVCsofpremiumsedanscaseII皇冠品牌上市期間，推出相同理念兩套電視廣告，分別以產(chǎn)品內(nèi)外設(shè)計特色支持品牌形象的建立 ToyotaCrownappliedtwolaunchTVCs,whichwerebrandimage.高檔轎車上市電視廣告案例II

LaunchTVCsof53天籟上市電視廣告突出產(chǎn)品信息，通過產(chǎn)品特色的展示幫助樹立形象

thelaunchTVCofTeanahighlightedproductfeatures,soastobuildupthebrandimage.高檔轎車上市電視廣告案例III

LaunchTVCsofpremiumsedanscaseIII天籟上市電視廣告突出產(chǎn)品信息，通過產(chǎn)品特色的展示幫助樹立形象54競品后續(xù)廣告策略Competitive

successivestrategy競品后續(xù)廣告策略55后續(xù)階段廣告案例I

SuccessiveadcaseI上市階段：新不可測；全新車型Launch:unpredictablenew;allnewproductseries后續(xù)階段：勢不可擋；動力強勁Successive:prevailingpower;marvelouspower凱迪拉克廣告堅持以形象為主，兼帶傳播產(chǎn)品特色Cadillacadsfocusedonimagewithrelativeproductfeaturesupports.后續(xù)階段廣告案例I

SuccessiveadcaseI56后續(xù)階段廣告案例II

SuccessiveadcaseII上市階段：生活工作雙重享受,超凡座駕Launch:doubleenjoymentfromlifeandwork;superbcar后續(xù)階段：更多車型選擇Succession:morepackageoptions寶馬形象廣告持續(xù)時間較長，逐漸過渡到產(chǎn)品廣告BMWimage-oriented

adssustainedforalongperiodandshiftedtoproductadsgradually后續(xù)階段廣告案例II

Successiveadcase57后續(xù)階段廣告案例III

SuccessiveadcaseIII

上市階段：超凡登場：V6發(fā)動機、時尚設(shè)計Launch:superbdebut;V6engine,trendydesign后續(xù)階段：年度車大獎：V6發(fā)動機、時尚設(shè)計Launch:caroftheyear;V6engine,trendydesign天籟平面廣告突出傳播產(chǎn)品特色，并以此樹立形象Teanaadsfeaturedproducttobuildimage后續(xù)階段廣告案例III

Successiveadcase58品牌形象對于豪華車購買極為重要

Brandimageisvitaltothepurchaseofpremiumsedan從消費者調(diào)研中，我們發(fā)現(xiàn)Basedonconsumerresearches：對品牌形象的評價和最初對產(chǎn)品整體印象的評價是密不可分的（Ipsos車型調(diào)研）Consumers’perceptionsonbrandimagearecloselylinkedtooverallproductimpression.(CarresearchbyIpsos)“對產(chǎn)品的感覺不可能和品牌分開說。”“Experiencesfromtheproductshouldn’tbeseparatedfromthebrand”奧迪吸引消費者購買的主要動力在于奧迪的品牌形象（ACNielsen品牌調(diào)研）KeyconsumerpurchasetriggerofAudiliesinitsbrandimage(BrandresearchbyACNielsen)“大氣穩(wěn)重、高科技、代表成功、質(zhì)量好?！薄癊legantandsteady,hi-tech,symbolofsuccess,finequality”品牌形象對于豪華車購買極為重要

Brandimageis59產(chǎn)品性能是作為品牌形象的支持點被看待的（Ipsos車型調(diào)研）Productperformancewastakenasasupporttobrandimage(CarresearchbyIpsos)“這些配置就是這檔次車應(yīng)該有的。”“Theseequipmentsshouldbenecessitiestocarsofthissegment.”品牌形象對于豪華車購買極為重要

Brandimageisvitaltothepurchaseofpremiumsedan產(chǎn)品性能是作為品牌形象的支持點被看待的（Ipsos車型調(diào)研）60奧迪品牌策略更注重感性因素

Audibrandstrategywithmorestressonemotionalelements情感/品牌形象Emotional/Brandimage產(chǎn)品特性Productfeatures顧客利益Customerbenefits顧客利益Customerbenefits產(chǎn)品特性Productfeatures中國長期市場戰(zhàn)略

Long-termMarketingStrategyinChina過去Past將來Future情感/品牌形象Emotional/Brandimage奧迪品牌策略更注重感性因素

Audibrandstrat61C6如何實踐奧迪品牌？

HowdoesC6availAudibrandvalue?把握奧迪品牌精髓：進取突破Brandessence:ProgressiveBreakthrough(AudiVorsprung)完成奧迪品牌使命：最進取的豪華品牌Brandmission:ThemostprogressiveluxurybrandC6產(chǎn)品定位：最進取的公商務(wù)座駕C6productpositioning:ThemostprogressivebusinesssedanC6傳播平臺：創(chuàng)想改變未來C6communicationplatform:ThinkfutureC6如何實踐奧迪品牌？

HowdoesC6avail62品牌形象與產(chǎn)品力的關(guān)系Relationshipbetweenbrandimageandproductfeatures品牌形象與產(chǎn)品力的關(guān)系63品牌形象與產(chǎn)品力是相輔相成的關(guān)系BrandimagecanenhanceC6toreachnewheights品牌形象是產(chǎn)品力的人性化表現(xiàn)形式

Brandimageisthecharacterizedpresenceofproductfeatures產(chǎn)品力是品牌形象成立的基礎(chǔ)

Brandimageisbuiltonproductfeatures品牌形象、產(chǎn)品力共同形成品牌價值

Brandimageandproductfeaturetogethermakebrandvalue品牌形象與產(chǎn)品力是相輔相成的關(guān)系64“創(chuàng)想改變未來”的理念內(nèi)涵

Essencesofthe“Thinkfuture”brandingplatform形象力Imagevalue激發(fā)偏好、提升價格Intriguepreference,elevateprice產(chǎn)品力Productvalue證明形象、刺激嘗試Imagetestimony,inviteexperiencing感性Emotional“創(chuàng)想改變未來”與車主需求的深度共鳴“Thinkfuture”highlycorrespondswiththetarget’sneeds理性Rational“創(chuàng)想改變未來”體現(xiàn)出的在C級車的強勢賣點“Thinkfuture”demonstratesourgreatadvantageinCsegment“創(chuàng)想改變未來”的理念內(nèi)涵

Essencesofthe65品牌形象主導(dǎo)產(chǎn)品形象

Brandimagedrive

productimage個人能力Personalcompetence

豪華Luxury

革新Innovation

動感Dynamic

品質(zhì)Quality

設(shè)計Design空間Package

成就Achievement

社會承認Socialrecognition

尊重、權(quán)力RespectPower

政府機構(gòu)用車Govt.sector私人用車Privatesector自我實現(xiàn)HigherSelf-esteemEndBenefitBrandImageProductImageSupport品牌形象主導(dǎo)產(chǎn)品形象

Brandimagedrivep66C6上市廣告執(zhí)行7月初-8月初上市期第一波確立形象突破性的領(lǐng)導(dǎo)品牌，給突破性的領(lǐng)導(dǎo)者突破性觀念+突破性產(chǎn)品C6：創(chuàng)想改變未來第二波切入產(chǎn)品突破性的產(chǎn)品功能，給突破性的領(lǐng)導(dǎo)者銷售期8月中-12月C6上市廣告執(zhí)行7月初-8月初上市期第一波確立形象突破67AdvertisementexecutionofC6launchJul.–Aug.Launchphase1stwave:imageestablishmentBreakthroughleadingbrandforbreakthroughleaderBreakthroughideology+BreakthroughproductC6:Thinkfuture2ndwave:applianceofproductBreakthroughproductequipmentsforbreakthroughleadersSalesphaseAug.–Dec.AdvertisementexecutionofC668C6廣告執(zhí)行7月初-8月初上市期創(chuàng)想改變未來TVC路牌商務(wù)手冊突破的理念展廳布置主題媒介第一波：整體確立品牌形象報紙、雜志突破理念的車C6廣告執(zhí)行7月初-8月初上市期創(chuàng)想改變未來TVC路牌商69AdvertisementexecutionofC6launchJul.–Aug.LaunchphaseThinkfutureTVCOutdoorBusinessbrochureBreakthroughideologyShowroom,POPThemeMedia1stwave:overallestablishmentofbrandimageNewspaper,magazineBreakthroughcarAdvertisementexecutionofC670C6廣告執(zhí)行8月初-12月底銷售期創(chuàng)想改變未來第二波：以品牌形象切入產(chǎn)品TVC路牌商務(wù)手冊突破的理念產(chǎn)品手冊主題媒介報紙、雜志MMI突破的操控突破的安全4.2quattro高速表現(xiàn)C6廣告執(zhí)行8月初-12月底銷售期創(chuàng)想改變未來第二波：以71C6廣告執(zhí)行Aug.–Dec.SalesphaseThinkfuture2ndwave:applianceofproductleveragingonbrandimageTVCOutdoorBusinessbrochureBreakthroughideologyProductbrochureThemeMediaNewspaperbrochureMMIBreakthroughcontrolBreakthroughsafetyHispeedperfomanceof4.2quattroC6廣告執(zhí)行Aug.–Dec.SalesphaseTh72C6如