1、奧迪C6上市廣告策略建議 Advertising strategy proposal of Audi C6 launch2005年4月30日 April 30, 2005C6上市的核核心任務(wù)務(wù)：繼續(xù)保持持A6在C級豪華車車市場的的領(lǐng)先地地位和份份額優(yōu)勢勢Core taskofC6launch:tomaintainA6s leadershipand marketshareinC segmentofluxury sedan圍繞C6的核心任任務(wù)，我我們著重重考慮了了四大重重要關(guān)系系：Basedonthecoretask of C6,weconsidered 4key relationshipsC5與

2、C6的關(guān)系RelationshipbetweenC5andC6品牌形象象與銷售售的關(guān)系系Relationshipbetweenbrandimageandsales形象與產(chǎn)產(chǎn)品力的的關(guān)系RelationshipbetweenimageandproductfeaturesC6與競品的的關(guān)系RelationshipbetweenC6andcompetitors對C6上市的整整體思考考Overall considerationonC6launchC5與C6的關(guān)系RelationshipbetweenC5andC6對目前A6市場狀況況的思考考Considerationsontemporarymarket

3、 backgroundofA6現(xiàn)狀：C5、C6銷售互相相牽制Current status:C5collidedwithC6onsalesC5庫存壓力力猶在C5stillfacesthepressurefromtheheavystock消費(fèi)者開開始觀望望等待C6上市Consumerscametopostponetheirpurchaseawaitingthelaunch of C6問題：A6長時(shí)間沒沒有市場場聲音Problem:Long marketingvoiceabsence of A6對C5消化庫存存不利Badfor thesalesofstocked C5 cars對A6維持影響響力不利

4、利Badfor maintaining marketinfluenceofA6對C6聚攏人氣氣不利Badfor gatheringofC6prospects給寶馬、皇冠、天籟擴(kuò)擴(kuò)大影響響以可乘乘之機(jī)OpportunityforBMW,CrownandTeanatoexpand share建議1：推出C6，解圍C5ProposalI:launch C6 to easeC5以C6配額帶動(dòng)動(dòng)向經(jīng)銷銷商壓貨貨C5EncouragedealersstockingC5byrewards of C6 quota以C6經(jīng)銷商加加價(jià)行為為襯托C5的性價(jià)比比優(yōu)勢Reflect thevalueformoneyad

5、vantage of C5 by dealershipprice-rising of C6同時(shí)解決決了C6上市等待待C5銷售的被被動(dòng)局面面Solveproblemsofboth prospectspostponing purchase andplainC5sales建議2：速推C5，解圍C6ProposalII:speedthe sales of C5 to easeC6以C6配額向經(jīng)經(jīng)銷商壓壓貨C5EncouragedealersstockingC5byrewards of C6 quota對外宣布布C6不定期推推遲上市市Announcetheunlimited postponingofC6

6、slaunch同時(shí)加大大C5促銷的宣宣傳Reinforcethe promotioncommunication of C5待C5銷售進(jìn)入入尾聲上上市C6LaunchC6inthe endofthesalesofC5對目前A6市場狀況況的思考考Considerationsontemporarymarket backgroundofA6品牌形象象與銷售售的關(guān)系系RelationshipbetweenbrandimageandsalesC6上市的挑挑戰(zhàn)Challenges to thelaunchofC6豪華車市市場競爭爭激烈Fiercecompetitioninthe marketofluxury

7、sedan豪華車需需求增長長幅度有有限Limited increase of themarketC6上市肩負(fù)負(fù)著拉升升價(jià)位和和打開銷銷量的雙雙重任務(wù)務(wù)Thelaunch of C6 servestwotasksofraisingthepriceand extendingthesales品牌形象象能否推推動(dòng)C6超越C5再上新高高度？Isbrandimagecapable of enhancingC6tosurpass C5 andreachnewheights?塑造C6品牌形象象的必要要性thenecessity of building C6sbrandimage品牌形象象能推動(dòng)動(dòng)C6再上新高高

8、度BrandimagecanenhanceC6toreachnewheights競爭對手手競相搶搶占形象象制高點(diǎn)點(diǎn)Competitorsfightforthe position of benchmarkimage品牌形象象是消費(fèi)費(fèi)者購買買決策的的重要依依據(jù)Brandimageisoneofthe keyconsiderationsinpurchasedecision形象建設(shè)設(shè)是奧迪迪品牌的的長期戰(zhàn)戰(zhàn)略Imagebuildingisamongthelongterm brand strategy of Audi上市廣告告首先在在熟悉階階段發(fā)揮揮作用，電視廣廣告的作作用最大大Launchads wo

9、uld firstlyfunctionthroughouttheacquaintance stage while TVCwasthe priority熟悉階段段Acquaintance考慮階段段Consideration電視廣告TVC上網(wǎng)查詢Internet 車展Auto Exhibition朋友/親屬介紹Friend / Relative報(bào)紙廣告Newspaper經(jīng)銷商/銷售人員介紹Retailer / Sales報(bào)紙文章Newspaper Editorial雜志文章Magazine Editorial%朋友/親親戚介紹紹Friend/Relative經(jīng)銷商/銷售人員介紹紹Retailer/

10、 Sales車展Auto Exhibition上網(wǎng)查詢詢Internet電視廣告告TVC雜志文章章MagazineEditorial報(bào)紙廣告告NewspaperAds汽車廠家家舉辦的的各種推廣廣活動(dòng)MarketingCampaign報(bào)紙文章章NewspaperEditorial%經(jīng)銷商/銷售人員介紹紹Retailer/ Sales車展Auto Exhibition汽車廠家家舉辦的的各種推廣廣活動(dòng)MarketingCampaign朋友/親親戚介紹紹Friend/Relative上網(wǎng)查詢詢Internet報(bào)紙廣告告NewspaperAds雜志文章章MagazineEditorial%體驗(yàn)試駕駕階段

11、Experience經(jīng)銷商/銷售人員介紹紹Retailer/ Sales朋友/親親戚介紹紹Friend/Relative汽車廠家家舉辦的的各種推廣廣活動(dòng)MarketingCampaign車展Auto Exhibition上網(wǎng)查詢詢Internet電視廣告告TVC去汽車銷銷售店自己看GotoDealerShop%獲取有效效信息ObtainEffective Info數(shù)據(jù)來源源:AC尼爾森04年奧奧迪專項(xiàng)項(xiàng)調(diào)查Source: AC NielsenY04 customizedresearchfor Audi競品借助助電視廣廣告搶占占宣傳制制高點(diǎn)Howdoescompetitorsads fight

12、fortheinitiative?Source: AC尼爾森2003奧迪專專項(xiàng)調(diào)查查競品電視視廣告策策略CompetitiveTVCstrategy高檔轎車車上市電電視廣告告案例ILaunchTVCsofpremium sedanscase I寶馬5系、凱迪迪拉克、別克榮榮御三品品牌上市市期間，電視廣廣告內(nèi)容容均以品品牌理念念為導(dǎo)向向，傳播播感性內(nèi)內(nèi)容Judging thelaunchcampaigns of BMW5 series,CadillacCTS andBuickRoyaum, TVCswereemotionallyimage-oriented.寶馬5系BMW5series凱迪拉克克

13、CadillacCTS榮御Royaum高檔轎車車上市電電視廣告告案例IILaunchTVCsofpremium sedanscase II皇冠品牌牌上市期期間，推推出相同同理念兩兩套電視視廣告，分別以以產(chǎn)品內(nèi)內(nèi)外設(shè)計(jì)計(jì)特色支支持品牌牌形象的的建立ToyotaCrownappliedtwolaunch TVCs, which werebrandimage.天籟上市市電視廣廣告突出出產(chǎn)品信信息，通通過產(chǎn)品品特色的的展示幫幫助樹立立形象thelaunch TVCofTeanahighlightedproduct features,soastobuildupthebrandimage.高檔轎車車上市電

14、電視廣告告案例IIILaunchTVCsofpremium sedanscase III競品后續(xù)續(xù)廣告策策略Competitivesuccessive strategy后續(xù)階段段廣告案案例ISuccessive ad caseI上市階段段：新不不可測；全新車車型Launch: unpredictablenew;allnew productseries后續(xù)階段段：勢不不可擋；動(dòng)力強(qiáng)強(qiáng)勁Successive:prevailing power;marvelouspower凱迪拉克克廣告堅(jiān)堅(jiān)持以形形象為主主，兼帶帶傳播產(chǎn)產(chǎn)品特色色Cadillacadsfocusedonimagewith relati

15、ve productfeaturesupports.后續(xù)階段段廣告案案例IISuccessive ad caseII上市階段段：生活活工作雙雙重享受受,超凡座駕駕Launch: doubleenjoymentfromlife andwork;superbcar后續(xù)階段段：更多多車型選選擇Succession:more packageoptions寶馬形象象廣告持持續(xù)時(shí)間間較長，逐漸過過渡到產(chǎn)產(chǎn)品廣告告BMWimage-orientedadssustained fora longperiod andshifted to productads gradually后續(xù)階段段廣告案案例IIISucce

16、ssive ad caseIII上市階段段：超凡凡登場：V6發(fā)動(dòng)機(jī)、時(shí)尚設(shè)設(shè)計(jì)Launch: superbdebut;V6engine,trendydesign后續(xù)階段段：年度度車大獎(jiǎng)獎(jiǎng)：V6發(fā)動(dòng)機(jī)、時(shí)尚設(shè)設(shè)計(jì)Launch: caroftheyear;V6engine,trendydesign天籟平面面廣告突突出傳播播產(chǎn)品特特色，并并以此樹樹立形象象Teanaadsfeaturedproducttobuildimage品牌形象象對于豪豪華車購購買極為為重要Brandimageisvitaltothepurchaseofpremiumsedan從消費(fèi)者者調(diào)研中中，我們們發(fā)現(xiàn)Basedoncons

17、umerresearches：對品牌形形象的評評價(jià)和最最初對產(chǎn)產(chǎn)品整體體印象的的評價(jià)是是密不可可分的（Ipsos車型調(diào)研研）Consumers perceptions on brand image areclosely linkedtooverall productimpression.(Car research by Ipsos)“對產(chǎn)品品的感覺覺不可能能和品牌牌分開說說。”“Experiencesfromtheproductshouldntbeseparated fromthe brand”奧迪吸引引消費(fèi)者者購買的的主要?jiǎng)觿?dòng)力在于于奧迪的的品牌形形象（ACNielsen品牌調(diào)研研）Keyc

18、onsumerpurchasetriggerofAudi liesinits brand image(BrandresearchbyACNielsen)“大氣穩(wěn)穩(wěn)重、高高科技、代表成成功、質(zhì)質(zhì)量好。”“Elegantandsteady,hi-tech,symbolofsuccess,finequality”產(chǎn)品性能能是作為為品牌形形象的支支持點(diǎn)被被看待的的（Ipsos車型調(diào)研研）Product performance wastakenasa supporttobrandimage(Car research by Ipsos)“這些配配置就是是這檔次次車應(yīng)該該有的。”“Theseequipmen

19、tsshouldbenecessitiestocarsofthis segment.”品牌形象象對于豪豪華車購購買極為為重要Brandimageisvitaltothepurchaseofpremiumsedan奧迪品牌牌策略更更注重感感性因素素Audi brand strategy withmorestressonemotional elements情感/品牌形象象Emotional/Brandimage產(chǎn)品特性Product features顧客利益Customer benefits顧客利益益Customerbenefits產(chǎn)品特性性Product features中國長期期市場戰(zhàn)戰(zhàn)略Lo

20、ng-termMarketing Strategy in China過去Past將來Future情感/品牌形象象Emotional/BrandimageC6如何實(shí)踐踐奧迪品品牌？HowdoesC6availAudi brand value?把握奧迪迪品牌精精髓：進(jìn)取突破破Brandessence:ProgressiveBreakthrough(AudiVorsprung)完成奧迪迪品牌使使命：最進(jìn)取的的豪華品品牌Brandmission:ThemostprogressiveluxurybrandC6產(chǎn)品定位位：最進(jìn)取的的公商務(wù)務(wù)座駕C6product positioning:Themostpr

21、ogressivebusinesssedanC6傳播平臺(tái)臺(tái)：創(chuàng)想改變變未來C6communication platform:Thinkfuture品牌形象象與產(chǎn)品品力的關(guān)關(guān)系Relationshipbetweenbrandimageandproductfeatures品牌形象象與產(chǎn)品品力是相相輔相成成的關(guān)系系BrandimagecanenhanceC6toreachnewheights品牌形象象是產(chǎn)品品力的人人性化表表現(xiàn)形式式Brandimageisthecharacterizedpresenceofproduct features產(chǎn)品力是是品牌形形象成立立的基礎(chǔ)礎(chǔ)Brandimageisbu

22、iltonproduct features品牌形象象、產(chǎn)品品力共同同形成品品牌價(jià)值值Brandimageandproductfeature together makebrandvalue“創(chuàng)想改改變未來來”的的理念內(nèi)內(nèi)涵Essences of the“Thinkfuture”brandingplatform形象力Imagevalue激發(fā)偏好好、提升升價(jià)格Intriguepreference,elevate price產(chǎn)品力Product value證明形象象、刺激激嘗試Imagetestimony, inviteexperiencing感性Emotional“創(chuàng)想改改變未來來”與車主需需求的深

23、度共鳴鳴“Thinkfuture”highlycorrespondswiththetargetsneeds理性Rational“創(chuàng)想改改變未來來”體現(xiàn)出的的在C級車的強(qiáng)強(qiáng)勢賣點(diǎn)點(diǎn)“Thinkfuture”demonstratesour great advantageinC segment品牌形象象主導(dǎo)產(chǎn)品品形象Brandimagedriveproduct image個(gè)人能力力Personalcompetence豪華Luxury革新Innovation動(dòng)感Dynamic品質(zhì)Quality設(shè)計(jì)Design空間Package成就Achievement社會(huì)承認(rèn)認(rèn)Socialrecognition尊重、

24、權(quán)權(quán)力RespectPower政府機(jī)構(gòu)構(gòu)用車Govt.sector私人用車車Private sector自我實(shí)現(xiàn)現(xiàn)HigherSelf-esteemEndBenefitBrandImageProductImageSupportC6上市廣告告執(zhí)行7月初- 8月初上市期第一波確確立形形象突破性的的領(lǐng)導(dǎo)品品牌，給給突破性性的領(lǐng)導(dǎo)導(dǎo)者突破性觀觀念+突破性產(chǎn)產(chǎn)品C6：創(chuàng)想改改變未來來第二波切切入產(chǎn)產(chǎn)品突破性的的產(chǎn)品功功能，給給突破性性的領(lǐng)導(dǎo)導(dǎo)者銷售期8月中- 12月Advertisement executionofC6launchJul. Aug.Launchphase1stwave:imageesta

25、blishmentBreakthroughleadingbrandforbreakthrough leaderBreakthroughideology+BreakthroughproductC6:Thinkfuture2ndwave:appliance of productBreakthroughproductequipments forbreakthroughleadersSalesphaseAug. Dec.C6廣告執(zhí)行行7月初- 8月初上市期創(chuàng)想改變變未來TVC路牌商務(wù)手冊冊突破的理理念展廳布置置主題媒介第一波：整體確確立品牌牌形象報(bào)紙、雜雜志突破理念念的車Advertisement e

26、xecutionofC6launchJul. Aug.LaunchphaseThinkfutureTVCOutdoorBusinessbrochureBreakthroughideologyShowroom,POPThemeMedia1stwave:overallestablishment of brand imageNewspaper, magazineBreakthroughcarC6廣告執(zhí)行行8月初- 12月底銷售期創(chuàng)想改變變未來第二波：以品牌牌形象切切入產(chǎn)品品TVC路牌商務(wù)手冊冊突破的理理念產(chǎn)品手冊冊主題媒介報(bào)紙、雜雜志MMI突破的操操控突破的安安全4.2quattro高速表現(xiàn)現(xiàn)C6廣

27、告執(zhí)行行Aug. Dec.SalesphaseThinkfuture2ndwave:appliance of productleveragingonbrandimageTVCOutdoorBusinessbrochureBreakthroughideologyProduct brochureThemeMediaNewspaperbrochureMMIBreakthroughcontrolBreakthroughsafetyHispeedperfomance of 4.2quattroC6如何超越越對手的產(chǎn)品亮點(diǎn)？HowdoesC6exceedcompetitorsonproduct featu

28、res?C6如何超越越對手亮亮點(diǎn)？HowdoesC6exceedcompetitorsonproductfeatures?不同地區(qū)區(qū)、不同同時(shí)期，C6面對的競競爭對手手可能各各有不同同。C6s competitors varyregarding differentregions andtimes.可考慮利利用地方方媒體、線下媒媒體，制制作具有有針對性性的廣告告，形成成對主要要媒體的的補(bǔ)充。Take regional media andPRcommunication as supplementarytothe mainstreammediatomaketheads morefocused.C6對

29、手亮點(diǎn)點(diǎn)對比（標(biāo)配）Comparisonswith competitors (standardequipment)外觀Exterior安全配置Safety高速穩(wěn)定性Hi-speed steadiness人性化配置Ergonomics內(nèi)飾感受InteriorC6大家風(fēng)范Magnificent/ mightyESP Sideguard智慧 wisdom（運(yùn)動(dòng)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(yán)謹(jǐn)seriousBMW 5強(qiáng)悍時(shí)尚Aggressive/ fashionDSC完美 perfect（發(fā)動(dòng)機(jī)縱置、后驅(qū)、前后等重）iDrive優(yōu)雅elegant動(dòng)感dynamicB

30、enz E經(jīng)典時(shí)尚Classic/ fashionSBCPreSafe完備 fully equipped（后驅(qū)、ADC空氣懸掛）四區(qū)空調(diào)4 zone air condition優(yōu)雅elegant輕快swiftCrown韻味Elegance膝部氣囊knee airbag達(dá)標(biāo)standard（后驅(qū)）觸摸屏Touchable screen后座至上rear comfort安靜 quietC6如何對抗抗BMW5？HowdoesC6counter BMW5 series?寶馬5的賣點(diǎn)：品牌地地位、專專業(yè)成功功人士定定位、駕駕駛性能能BMWkey why-buys:brandstatus, brand positioning on successfulprofessionalsanddrivingperformance寶馬5的劣勢：后座空空間不夠