BoraCommunicationPlanProposal2002-08-10A.BORA20021stHalfYearCommunicationReview1.Brandcommunicationstrategy2.Mediapublicity,PReventsreview

BrandintroductoryperiodOct.2001-Dec.2001ForcefulbrandconceptpopularizingperiodJan.2002-Jun.2002Theme:Controllingpower,enjoyinglifeMeasures:ads,softnews,journalist,dealerevents,expertdrivetestObject:Bringingouttheconceptofthenewproductanditsposition,focusingonitscoreconceptandproductfeatures、Time:Nov.2001toDec,92001Theme:DynamicBora;HappyBoraTimeMeasures:ads,carexhibitionsandtestdriveforconsumers,PRevents,softpbulicityObject:forcefullyspreadandcommunicateoutbrandconceptTime:Dec.92001toJun.2002Theme:Driver’scarMeasures:Ads,promotions,PRevents,softpublicityObject:Penetrateintothelifeoftargetconsumers,reflectthefunofdrivingBoraandthelifestyleandmentalstateoftargetBoraconsumersTime:July2002toDec.2002Communicationexecutionatdifferentstages1、BrandCommunicationStrategyLongtermevents:carexhibition&testdriveBrandconceptconsolidationPeriodJuly2002toDec.312002Boracarsalesvolumetrend（2002.1-7）010002000300040005000600070001234567Jan.Feb.Mar.Apr.MayJun.Borabrandimage,productconfiguration、functionsoftpublicityBorafourcityexhibitionandtestdrive7500km1stmaintenanceadsBoraWorldCupadsBoraWorldCupeventPowerseriesprintadsforecastTVCTeaserPowerBORAseriesinternetadsBORAHappyTimeSeriesPrintadsBoraExhibitionandTestDriveadsBora1.6LLaunchinformingadsChallengerCantoTVCDriver’sinternetadsPraisecantoBoraCoordinationSeriesInternetadsBora1.6LLaunchThe500,00thcar(BORA)off-linecelebrationJuly2.BranddirectionAccordingtothebranddirectionandthefeedbackfromthepublic,customersanddealers,starttorichthebrandimageofBoraandprepareforcommunicationconceptadjustment,andvia“BoraHappyTime”seriesprintadsofthenextstagetomakeapreparationPraisecantoCountrysidetimecantoCoffeeTimecantoDatetimecantoTEASERforecastChallenge“PowerBroa”imageads“BoraDriber’scar”imageadsPrintadsTVCInternetadsOutdoorsads“PowerBora”Seriesoutdoorsboard3PReventsEversincethelatterhalfof2001tothefirsthalfof2002,inordertohelpBorasetupitsindividualityinitsproductandbrandimage,aswellashelpthepublic,especiallythepotentialconsumerstoknowBora,toexperienceBoraandlikeit,andfinallyachieveabettersales,followingPReventsaredesignedandplannedENTERPRISEIMAGE:The500,000thBorasteppingdownfromtheassemblylineofFAW-VWProductionpopularization:BORALaunchTetralogy（Boraoff-line、Borarelease,Boraformallaunch、Bora1.6Llaunch）

“ExperiencingBora,enjoythefun”2002BoranationwidecarexhibitionandtestdriveBrandimage:“Watchingexcitinggames,enjoyingBoraexcitement”The500,000thBorasteppingdownfromtheassemblylineBora1.6LlaunchWatchingexcitinggames,enjoyingBoraexcitement”ExperiencingBora,enjoyingthefunofdrivingMarketenvironmentConsumersBrandpositioningBorabrandcoreconceptToexcavatethebrandcoreconceptRaisetheproductimageEnrichtheproductconnotationEnsurethealreadygotfruitExpandmarketpositioningdistinction1.ViatargetcustomerunderstandingtoextendBoraimagethatcoincidentallymatchthelivingstyle,philosophyandvaluejudgementofourtargetcustomer.2.BythechangeoflaunchingBora1.6,asecondphaseofBoraimageestablishmentandcommunicationstrategywillbeimplementedtoproactivelyapproachcustomer’sdailylifeasaresulttogaintheirrecognitionandpreference.Coremessagedelivery:CommunicationStrategyforthelatterhalfof2002 Caritself Driver Objectively Mentally PhysicalConsideration PsychologicalThinkingTARGETCOMSUMERS:ThebuyersofBorabelongtotheburgeoningmiddleclasswhoenjoyagoodtaste,andelicatesentimentandastrongsenseofego,movinguptopeakoftheirlife.Whentheyarepurchasingcars,theyseldomfollowthecommontrend:it'snottheirstyletobuyluxuriouslylookingbutcompletelyjoylesscars,consideringthefunofdriving,justoutofvanity.Fullofconfidence,defyingtheboundary,theyarechallengingthemselvesallthetime.Theyachievesuccessesforphases,whichareunusualforthepeopleoftheirage,withtheirwisdom,knowledgeanddiligence,holdingaboundconfidenceandhopeforthefuture.Suchagroupofpeopleemphasisself,possessofcreativityandarefullofyouthfulspirit.ANALYSISDISCOVERY:Theyliketoshowtheirabilityofoutdoingthemselvesandcontrollingtheirlifewithease,aswellastheirfeelingofthesuperiorityarisingfromthis.Bydoingthese,theydrawappreciation,praiseandadmirationfromotherpeople.

BORACOMMUNICATIONBRIEFNAMEPLATEOFFERS:ExperiencingoftheexcitementandfunofselfchallengePOSITIONING:Driver’sCarAIM:Boraisacarthathasadeepunderstandingoflife,asitcanreflectmyvaluesandattitudetowardlife,andatthemeantime,Iquitebelievethatitsperformanceisfairlygood,sowhenIwanttobuyacar,ifI‘mwelloffenough,Iwillchoose1.8T,ifnot,a1.6willbeagoodchoice..

Statusinquo:IacknowledgethatBoraisadynamicpersonalcar.AnddrivingBoracansatisfymyrequirementforpoweraswellasforconfirmationfromotherpeople.Tome,generallyspeaking,itisanicecar.WhenIamchoosingacar,BorawillbeonthelistofconsiderationSUPPORT:Stronginpower,moderninshape,fashionableindesign,advanceinassembly,andexcellentinratioofperformanceandpriceTONEOFPUBLICITY:Modernity,sensibility,confidenceRULESGOVERNINGTHEEXECUTION:1.Pressingclosetothelifeformofthetargetconsumers,theoriginalityshouldbeinaccordancewiththeirvaluesandpsychologicalstate2.Confusionshouldbeavoidedbetweenthetraditionalopinionof"havingachievedsuccess"andtheimageofenterprisingandgainingperiodsuccessoneafteranother.(Thelatteriswhatshouldbemanifested.)3.Gettingridofthecreatingmethodofunilaterallyfocusingonyouthandcolor.4.Thesensiblewayofexhibitingtheideashouldplayamostimportantpartintouchingtheconsumerspsychologicallyandthepowerofhumorwillsometimesplayakeyrole.

BrandintroductoryperiodOct.2001-Dec.2001ForcefulbrandconceptpopularizingperiodJan.2002-Jun.2002BrandconceptconsolidationPeriodJuly2002toDec.312002Subject:Drivingpower,endlessexcitementforlifeObjective:forcefullypromotethenewproductconceptandpositioningTopic:powerBora；BorahappytimeObjective:ForcefulbrandconceptpopularizingTopic:ExceedingFunandexecitementMethod:Ads、SP、PRevents、SoftcommunicationBranddirection:fromrationaltosensational,fromcartocarowners、fromphysicaltopsychologialAdvertising:Brandads、functionads、eventcoordinationadsPRevents：Brandimage：carownerevent、carsubjectevents,sports、CulturaleventsponsorshipSP：Buyingcars,winningthechancetoattendBoraspecialtrainingcamp、““Comfortableupgradingversion””SP、areapromotion（Shenzhen、Chengdu）Afterservive：afterservicemonth、servicecenterchallengeStagecommunicationexecutionstrategy2002BoraBrandBuildingStrategy：3BStrategyNamePlateBuildingRelationshipBuildingWin-WinBuildingStep1Step2Step3Aug.8,2001Aug.20022003Demonstrationof3BStrategyBuildingofNamePlate－Thekeyoflaunchofnewproductsistobuildagoodbrandimageamongtheconsumersandexpandthebrandfame.－Afteraboutoneyear’’sadvertising,PRevents,Borahassetupaconsiderablebrandimageamongtheconsumers.BuildingofRelationship－Duringthebranddevelopment,theestablishmentofagoodrelationshipwithconsumers,mediaanddealersisakeytoitsconsistentdevelopment.－Byusingdifferentstrategies,closetherelationshipwiththemandsetupagoodbrandrelation.BuildingbyWin-Win－Duringthematurestageofthebrand,theconstructionofacompleteandpersonalservice,aimingatachieveawin-winmodeforboththemanufacturerandtheconsumerswillaffectthefurthergrowthofthebrand.NamePlateBuildingMarketPositioningAbovethelineBelowthelineTVCPrintadsInternetEventsPRTeaserChallengerDynamicBoraSeriesPraiseCantoHappyTimeSeriesInternetadsMiniinternetcoordination-BoraLaunch(Xiamen)-1stBoraHanding-overCeremony-ExhibitionandTestDrive-Bora1.6LaunchHaichenDailycommuni-cationRelationsBuildingCustomerrelationsmanagementCRMDealerrelationsmanagementDRMMediarelationsManagementMRMCarownersPotentialconsumersAnniversaryofBORAlaunchBoraoperaCareforJetta,ExperienceBoraBorahandbookInternetServiceimageSalesPromotion“ServiceStar”Challenge“SalesMaster-hand””ChallengeSpringFestivalSPLogisticsupportFunctionTVCPublicizinggiftproductionRulesfordealersMediasaloonWin-winBuildingCustomersF-VWBrandLoyalitySalesIncreaseCarConfigurationTechnologyPriceLevelBoraGradingOwnerBenefitsStrongName-plateSalesGrowthQualityServicesWordofMounthBrandAssetWhydoweneedtobuildCRM？CRMhasbecomeacoreofcorporatecompetitionstrategyaswellasaprofitincreasingpoint.Onlywhenacorporatereallyunderstandsandgraspstheneedofcustomerscantheyadjusttothemarketdemandandgetanupperhandinthefiercemarket.CRMManagementCustomerdatabaseContactchannelActivitiesUpdatingofthedataFAW-VWCarownerDealerDirectmailingE-mailTelephoneSMSClubCarownerfeedbackDealerinformationMonthly-publishedmagazineClubactivities（periodical）Subjectevents（withinterval）（Integralscoresrecord)（magazineandactivities）1234Recenteventplan1、CareforJetta,newexperiencefromBora2、““Salesmaster-hand、ServiceStar””challenge3、BoraMediaSaloonPlan4、““ExcitingBora，enjoyableopera””roadshowproposal5、““BoraClub””MagazineCareforJetta,newexperiencefromBoraCampaignSchedule：A.ContactBoraowners：Sept.15-Sept.25Criteria:Jettaowners(over5yrs)------purchaseofthenamelistContactmethod:collectthenamelistofJettaownerswhoarewillingtochangeforanewcarContactcontent:findouttheirpossiblechangingtarget:BORA1.6，1.8，.1.8TB.ExecutionoftheTestDrive:Oct.1-Oct.7Location:Guangzhou,Beijing,andotherplaceswhereJettasaleshavebeencarriedoutforquitealongtime.Preparation:confirmationofthelocation,placeandrelevantmaterialforthetestdriveExecutionplan:referto““ExperienceBora,enjoythefun””testdriveC.FollowupthesalestoJettaowners：afterOcto.7Drivingfeeling:findoutthepurchaseintentionofJettaownersandfollowupDiscountactivity:BoundgiftsorgivediscounttoJettaownerswhentheybuyBoracarHotnewsforMedia：JettaownersgatheringInviteagroupofBoraownerstoattendthetestdriveandsharethedrivingpleasureofBoraAwardforbuyingBoraJettaownerswhobuyBoraafterthetestdrivewillbegivenaticketto““ExcitingBora,enjoyableopera””MediasaloonAttracttheattentionofthejournalistswithmediasaloonSaloontopic:notconfirmedyetWin-winmodeThiswillbeanexampleinshowingtheeffortofFAW-VWinraisingthecomprehensivestrengthbycombiningthesalesforceofJettaandBora.Itisabrandnewmodeof““care-for-the-customermanagement””Publicitycoordination:Sept.1-Oct.10“CareforJetta,newexperiencefromBora”HardadsOtherformsSoftadsTothepublicCampaignannouncementCampaignpublicityTothetargetbuyersPublicityUrgingtheparticipationTothepublicPublicityofCIandbrandimageRadiostation,Newspaper,Internet,etc.ExhibitionhalldecorationDirectmailingpublicityMagazine,newspaper,internet2002BORA“Salesmaster-hand、ServiceStar”Challenge2002Bora“SalesMaster-hand”Challange－－Pre-sales,mid-salesserviceeventTheimportantdutyofsalespeopleRepresentativeoftheCorp.:theirdemeanor,wordsanddeeds,directlyaffectthecorporateimageConsultantforconsumers：theyaretheconsultforconsumersunfamiliarwithcars,whomakeupthemajorityofthecustomers.Thefrontofknowingthemarket:directlyfindouttheneedofconsumersandthesituationoftheircompetitorsCreatetheneed：createtheconsumptiondesireandtheopportunityofchoosingBoraEstablishanintegratedservicesystemThenarrowsenseofservicefocusesonafter-service,whileactually,pre-service,andmid-serviceshowtheservicequalityandsensetoo.。UpgradethecapacityofsalesgroupUnderthecompetitionmechanism，salespeoplewillbemoreactiveandfullofinitiative.BackgroundExpectedeffectivenessPublicizetheservicetenetofFAW-VWViatheevent,publicizetheservicetenetofFAW-VWandestablishagoodserviceimage.PerfectservicesystemEstablishtheconceptofintegratedservice,andenhancetheservicesenseofsalespeopleEstablishacompetitionmechanismamongsalespeopleViatheevent,establishacompetitionmechanismamongsalespeoplesoastointensifytheircompetitionsenseandraisetheservicequalityIncreasethesalesvolumeByoptimizingtheservicequalityandsenseofthesalespeopletoincreasetheratioofcontactsuccess.EventScheduleAreamanager

gradingSep.10-Sep.25Area‘BestServiceCenter’competition

Servicecenter‘Serviceambassador’Aug.20-Sep.10Customergrading

Sep.25BORA‘BestServiceCenter’“ServiceStar’competitionPrewarmstage:gradingPrimarystage:areaselectionFinalstage:championselection2002Bora““ServiceStar”Challenge－－AfterserviceeventEventScheduleAreamanager

gradingSep.10-Sep.25Area‘BestServiceCenter’competition

Servicecenter‘Serviceambassador’Aug.20-Sep.10Customergrading

Sep.25BORA‘BestServiceCenter’“ServiceStar’competitionPrewarmstage:gradingPrimarystage:areaselectionFinalstage:championselectionFeedbackfromservicedepartmentandareaofficeThegradingsystemoftheconsumerstotheservicecenterandservicepersonnelisnotscientific.Fullyutilizethesurveyresult(MarchtoJune)providedbytheafterservicedepartmenttoassisttheexecutionoftheevent.Thiscompetitionwillaffectthefutureserviceoftheservicecenters.Themethodofgivingconsumersmorefavorisfeasible.AdjustmentUsethepre-phaseresultofsurveytobuildthegradingcriterionAccordingtothefeedbackfromtheservicedepartment,changethe““StarServiceCenter””competitionto““ServiceStar””Competitionsoastoincreasethefeasibilityinexecution.Asfortheconsumers,theywillbepresentedwitheventsoffavorinsteadofparticipatinginthegrading.Simplilzethetheeventcontentsoastomakeitmucheasytocarryout.BORAMediaSaloonProgramObjectiveViamediasaloon,invitethemediapeopleandsubtlyaskthemtopaymoreattentiontothepositiveinformationofFAW-VWandkeepalowtonetothenegativepart.InformFAW-VWoftheholdingofthiskindofsaloonregularlyAttracttheattentionofjournaliststoFAW-VWagainandincreasetheexposurefrequencyofFAW-VWproducts,andthecontactfrequencywithcustomersBetterthecommunicationbetweenFAW-VW,itsdealersandjournalists,tomakethejournalistsgivefull-coverageofFAW-VWTofurtheroptimizerelationshipwithmediaresourcesMediaresourcesanalysisinShanghai,ZhejiangandJiangsuAreaReleaseMedia：Shanghai——《《XinminEvening》》《《NewsMorning》》Jiangsu——《《YangtzeEvening》》《《NanjingDaily》》《XinhuaDaily》》Zhejiang——《《QiangjiangEvening》》《MetropolitanExpress》》Forthemoment,thecontactwiththeeditorsandjournalistsisfarmorelessthantheaddepartmentofthenewspaperpress；Atpresent,manymediahavestartedtheirAutoColumnforAutoSpecialEdition;itcallsforacontactwiththenewbornmedia.ViasomePRevents,wekeepintouchwithmajormediainShanghai,JiangsuandZhejiangarea,butmorecontactisneededtocontinuethegoodrelationship.Competitorssituation：Withthehelpofgeologicaladvantage,Shanghai-VWandGMcanupdatetheinformationoftheircorporateandoftheirproductsintimeandwithease,andtheirmediaexposurefrequencyisveryhigh.AreacoordinationactivitiesExpectedeffectiveness：IntensifythecommunicationandexchangewithmajormediaConsolidatetherelationshipwithmediaandfacilitatenewsreleaseandin-depthreport,decreasethenegativereport.Workwithareatoavailthepublicityofactivityresult.RaisethecontactfrequencybetweenthecorporateandtheconsumersAreaactivitiesMediacontactMediasaloonBORADMGDMGDMGMediasaloonformatInformaldiscussion＋interactiveexchangeSaloonformatInformaldiscussion+interactiveexchangeUsingnovelactivitiestoarousetheattentionofmediaInformalformatwillhelptonurturegoodrelationshipItcanhelptomakein-depthexchangewithmediaMajorEffortForm:InteractiveinformalexchangeLocation:SuzhouTaihuLakeNationalResortTime:BeginningofSept.2002Topic:HOWTOUTILIZEHOLIDAYCARBUYINGDOMINOEFFECTRange：MediafromShanghai/Zhejiang/JiangsuJournalistnamelist:Mediajournalists,professionaljournalistsfromShanghai/Zhejiang/Jiangsu（WaitingforconfirmationfromFAW-VW）MediaSaloonforShanghaiandnearbyareasMediaSaloonforShanghaiandnearbyareasinSept.2002Sept.2002-Mar.2003Shanghai,ZhejiangandJiangsuMediaSaloonPlan.Topic:BoraSalesReviewBora&ChinaNewMiddleClassForm:Informaldiscussion＋InteractivegamesTopic:BoraLaunchAnniversaryRetrospectandvistaForm:MediameetingTopic:BoraNewYearphenomenonForm:Informaldiscussion＋interactivegamesTopic：HowtokeepthenewcareffectForm:Informaldiscussion＋interactivegamesTopic:Broa1.6LSPMediacampaignForm：InformaldiscussionTopic：FAW-VWProductcomprehensiveassessmentForm:TeapartySep.2002Oct.2002Nov.2002Dec.2002Jan.2003Feb.20032002““CustomerSolicitudeCampaign“ExecitingBora，enjoyableopera”Meaningoftheactivity(1)PerfecttherelationshipwiththecustomersStrengthentherelationshipbetweenFAW-VWanditscustomers(2)NurturethesuperioritycomplexofthecarownersAccordingtothepersonalityandpsychologicalneedtochoosehighqualityactivitiesofBoraowners,raisetheascriptionsenseandsuperioritycomplexoftheowners(3)EmphasizethefeaturesofoperasWorldfamousoperasbelongtohighqualitymentalprovisionwellacknowledgedbythesociety,andthepursuitandenjoymentofarthavebeenrecognizedbythewell-offpeopleSalespromotionThroughthestrengtheningofthesuperioritycomplex,ascriptionsenseofthecarowners,buildupagoodpublicpraiseforBorasoastopromotetheBorasalesinthelongrun.ExpectedeffectivenessOptimizetheservicequalityofBoracarandstrengthenthepersonalityserviceofFAW-VW.Perfectthecustomerrelationshipmanagement,reinforcethecommunicationandinteractivityRaisethepublicpraiseofBoraandtriggerthesuperioritycomplexoftheownerssoastobuildagoodpublicpraise.CreateahotspotforthesocietyandattracttheattentionofthemediatoFAW-VWandBora，buildupaniceCIandproductimageEventFeatures:Format:：ModernOperaCharacteristic:Personality,HighQuality，MutualCommunication，ExcitingenjoymentTargetCusotmer：1、Boraownersandpotentialconsumers，Urbanhighlevelwhite-collar；2.Successfulperosns,Mediagroup,Famousperson,ArtistsEventplanEventplanContentFeaturesTitle

“ExecitingBora，enjoyableopera”Road-show

-Widerangedpublicityeffect-Expandtheproductpopularity-IntensifythepublicpraiseofBoraDebut-Mediapressconference-Operadebut-Carownersandtheirfriends/media/socialelitsandartists-Enhancetherelationshipwithmedia-ArousethepublicattentionTimesBeijing,Guangzhou,Shanghai

ThreesceneseveryplacePublicitycoordinationExcitingBora，enj