1、1?1?02?1?02严乡Division?严?Version01?Date2018-12-272?C o n t e n t01020304?C o m p a n y i n t r o d u c t i o n&c a s e s2019?2 0 1 9 T h e N e x t G e n e r a t i o n B o r a P R c o m m.s t r a t e g y a n d i n t e g r a t e d p l a n?C r i s i s r e s p o n s e a n d m a n a g e m e n t?Te a m i n
2、 t r o d u c t i o n3?:Ta r g e tn?n Improve the brand imagen?A?o?n Establish the benchmark position of class A mainstream sedan marketn?乎主n Consolidate the sales2WPLM?件R e v i e w4?Where is the QiThere is the WAY5?Objective乱企Issue?Insight?Idea?Implement?Impact?O5I?B F D S t r a t e g y6?Objective乱企
3、Issue?Insight?Idea?Implement?Impact7?k1?B a r a:t h e r e p r e s e n t a t i v e o f A c l a s s?Tr a d i t i o n a l?F a m o u s?S t r o n g2 4 0 o?2.4 m i l l i o n u s e r?G e r m a n b l o o dM Q B?M Q B p l a t f o r m8?k?i?！?B o r a:C h a m p i o n i n s i d e j N o t c h a m p i o n?M J?X J
4、H T S I?Y N J W?N S?X J L R J S Y?R F W P J Y?|?M J?T S Q?S T S?K N W X Y?R T I J Q?N S?1 F?R F N S?X F Q J X?R T I J Q?2 J S J W F Y N T S?R T I J Q?X F Q J X?K Q F Y?,?z?d?e?,?p?d?e?,?p?d?e?-?p?d?eff?,?p?d?e&?&?&?#?&?&?&?势?势?#?#?+?MQB?NF位?-?#?#?9?t?Create the product value matching with the champi
5、on strength?Ta r g e t10?Objective乱企Issue?Insight?Idea?Implement?Impact11乱企1k?r?i?r?Q 1:A l o t o f p r o m o t i o n,l i t t l e p o p u l a r i t y?d?eActive search:the lowest in the same segment market?-?d?eActive search:the lowest in the FAW-VW?Concern?preference?Consider?Buy?d个个?eMedia volume i
6、s way ahead?k?/?12?k?仪?i?i?A n a l y s i s:M a r k e t n o i s e i s m i x e d a n d d i s o r d e r l y,b r a n d m a r k a c c u m u l a t e s d i s p e r s i v e,b r i n g a b o u t a c t i v e a t t e n t i o n t o r e d u c e?s?k?s?丝?,?2JSJWFYNTSXTK?RTIJQX?4RFLJ?XJWX?m?-WFSI?9,?QFHPX?HTSYNSZNY?
7、7JFI?YT?NRFLJ?KZ?,?13*?k2017?会?乎?i?i?主=1200?k?业?r?i?A n a l y s i s:C o m m u n i c a t i o n c h a n n e l s a r e n o t l o c a l i z e d e n o u g h t o r e a c h r e a l u s e r s?r?j?q?r?3:1?Bora users basically accept the vehicle information from offline channels,while a quarter users of other
8、 brand may search infomationoffline,the rest will search it online.de?o?4S?14乱企?k?办?i?r?T h e p r o d u c t i s s i n c e r e,b u t t h e c u s t o m e r d o e s n o t k n o w t h e g o o d s?o?p?j?j?j?s?j?j?sq?LB132855ddConcernpreferenceConsiderBuyI want to spend about 100,000 to buy a Volkswagen s
9、edan family car,the LaVida brand is hard,the space is big,and the look is good enough.For technology and driving,there is no need to understand,anyway,many configurations are not used.Autohome User LB13285515?k?i?i?亲?A n a l y s i s:W i t h t e c h n o l o g y a s t h e c o r e,p r o d u c t f o r c
10、 e c o m m u n i c a t i o nl a c k s i n t u i t i v e s e n s e o f v a l u e a n d i s d i f f i c u l t f o r u s e r s t o p e r c e i v e.?I n c o n t a s t,?Lavida is more changable and are more easy to perceive?MQB?s?j?s?j?s?j?s?j?s?j?s?A?B?C?Consumers have no interest about MQB.It is not in
11、tuitive enough forconsumers.They do not understand it.As a result,it cannot be aprofit pont.Consumers may even not know the differences betweenA,B and C level class.?4S?deMQB4S?HTSYWFXY?16乱企3k?势?Q 3:B o r a n o t g o o d a s L a v i d a2008200920102011201220132014201520162017100,000200,000300,000400
12、,000500,000?k劲云?1k?p?Stage 1:launch云?2k会?Stage 2:first modified云?3k?Stage 3:Second modified2018云?4kMQBStage 4:MQB?k180,012?k222,607?k218,888?k366,983?k234,348?k464,310?k224,582?k433,080h2018?1-11?ie=42,595e=148,095e=229,962Lavide ME 2008.6Bora ME 2008.6Lavide GP ME 2012.8Bora FL ME 2012.9Lavide FL M
13、E 2015.7Bora GP ME 2016.3Lavide MQBBora MQB?势Lavida?Bora?Concern?preference?Buy?Consider17?1k?i“?且：A n a l y s i s k D i s l o c a t i o n c o m p e t i t i o n j b u n d l i n g S a g i t a r?All New Lavida?All New Passatq?SVW-VW?-?FAW-VW?Magotan?Sagitar?BoraB?A+?A?Passat?Lamando?Lavida?D e s i g n
14、 L a n g u a g e?M o d e l d e t a i l?”B o d y l i n e?I n t e r i o r l a y o u t18?2k?丹?个?i?b?c?A n a l y s i s:M o r e e m p h a s i s o n e x t e r n a l,e x p l i c i t f u n c t i o n a l c o n f i g u r a t i o n,h i g h l i g h t i n g t h e v a l u e i m a g e?-?L a v i d a:D o m i n a n t
15、 a d v a n t a g e?1.16oj?j?Lavida is 11,600 more than bora,but extra value,electricpower steering,front side airbag,front radar,steeringauxiliary lights,involving control and safety configuration isvery practical.?WeyLisnade?-?B o r a:S t e a l t h a d v a n t a g e19?3k?势专?Plus?Q5Q5L?A n a l y s i
16、 s:L a v i d a i m a g e u p g r a d e Plus?j?iphone 8?iphone 8 Plusj?Plus has that big,upgraded feel,like the iphone 8 and iphone 8 Plus,which sounds more advanced.?s?ddMQB?PQ34?j?s?j?mMQBis better than PQ34,we can not understand the keyboard god,let alone ordinary users?为20?4k?位?A n a l y s i s:L
17、a v i d a i s b e t t e r t h a n B o r a e v e r y w h e r ed?e?j?d?e?A little bit psychological gap,a strong supportment for Lavida?k?Appearance:calm and atmospheric?k?Appearance:young,dynamic?BoraLavidaThe body is more wide and hignCutting edge technologiesmore cost-effectiveDistinctiveSpaciousAd
18、vancedCheaper21?5k估?任?A n a l y s i s:H i g h g u i d a n c e p r i c e,l o w t r a n s a c t i o n p r i c e t o m e e t u s e r s p s y c h o l o g i c a l e x p e c t a t i o n s22?/?Lang yi:more cost-effective?kplus?MQB?k?rk?“?”?qk?d?e?j?Create a little passat label Bind fast teng,dislocation co
19、mpetitionPricing strategy:More cater to user psychologySelf-packaging:zPlus is more easily perceived by users than MQB conceptsCreating a better impression than Bora?S u m m a r y o f a n a l y s i s23?Insight?Analysis?Reason乱企?S u m m a r y o f p r o b l e m?TA?There is no real connection to TA?s?I
20、nvisibles?Confuseds?Unconsidered?Brand image dispersion?份?Leading technology Product value?/?r?Lack of grade/priceTA?Focus blurTA?Value point deviationTA?Lack of guidance at decision points24?Objective乱企Issue?Insight?Idea?Implement?Impact25?k?i?L o w-t i e r c i t i e s w i t h c o n s u m e r g r a
21、 d i n g k S e e k i n g c o m m o n g r o u n d w h i l e p u t t i n g a s i d e d i f f e r e n c e s?C o n s u m e r p o r t r a i t o f M Q B B O R A?v?T h e r e i s a p a r a l l e l w o r l d b e t w e e n h i g h a n d l o w m a r k e t sZara?78%,p?r?12%In first-tier and second-tier cities,t
22、he number of stores accounts for 78%,and the number of stores accounts for 12%in third-tier and below?HLA?6%,p?r?63%The number of stores in first-tier cities accounts for only 6%,and the number of stores in third-tier cities and below accounts for 63%?k协?位?供卓26?ko?U s e r h i e r a r c h y d e f i n
23、 i t i o n:T h e m i d d l e c l a s s i n t h i r d-t i e r c i t i e s?b位?c?b?c?主?从?i?10?习?主The new urban population,consisting of returnees from first-tier cities and migrants from low-tier cities,has brought huge consumption demand and become the main force driving Chinas economic growth in the
24、next decade2%15%43%40%8%31%45%16%?Fourth-tier citiesp?Third-tier cities?Second-tier cities?First-tier cities20122022Ed?e?d?e?To w n Yo u t h w i l l b e c o m e t h e d a r k h o r s e p o w e r o f e c o n o m i c d e v e l o p m e n t?k?乘i?i?27?于B l u e F o c u s d a t a p r o d u c t m a t r i x?
25、Data product?Authoritative research report?Direct data source28?4S?37.84%?4S?67.14%?4S?41.65%?k?)B?x?q?x?（?q?x?q?x?万?k1230?k1090?k4710?Data sample library?业?Guangwu auto trade foshan junle state-owned shop?|?4S?Baoding Zhongji Faw-Volkswagen 4S store?4S?Qingdao dalan Faw-Volkswagen 4S store29?ko?值?T
26、 h e d at a f o u n d k 3r dt i er mi d d l e cl ass i s i n n ew d i st ri ct*?k?4S?Top5:?p?不?|?w?Top5:?|?Top5:?|?w?|?Top5:?丹?x?x?Top5:?w?p?Top5:?C?|?v?i?i?估?助?i?估?业?Guangwu auto trade foshan junle state-owned shop?|?4S?Baoding Zhongji Faw-Volkswagen 4S store?4S?Qingdao dalan Faw-Volkswagen 4S stor
27、e30?k?估i?T h e d at a f o u n d:Co n su mer co n f i d en ce i s h i g h,d are t o h i g h-q u al i t y co n su mp t i o n?业?Guangwu auto trade foshan junle state-owned shop?|?4S?Baoding Zhongji Faw-Volkswagen 4S store?4S?Qingdao dalan Faw-Volkswagen 4S store?Top5:?“?w?Top5:?w?Top5:?|?|?*?k?4S?31准）?
28、从?p?Returnees from first-tier cities:conspicuous consumer demand rises*?k?凯i90?i2017l?位?供i?v?i2018?6?Migrants from low-tier cities:rigid demand consumption upgrade,value cost performance?k?T h e d a t a f o u n d:C o n s u m p t i o n s t r a t i f i c a t i o n u n d e r q u a l i t y c o n s u m p
29、 t i o n?R e t u r n e e s f r o m f i r s t-t i e r c i t i e s?M i g r a n t s f r o m l o w-t i e r c i t i e s32*?k?autoMCi?i?i2018.1-10?k?丹?,?/?D a t a i n s i g h t:F o c u s o n p r o d u c t i m a g e o f a u t o m o b i l e c o n s u m p t i o n?R e t u r n e e s f r o m f i r s t-t i e r c
30、 i t i e s?M i g r a n t s f r o m l o w-t i e r c i t i e sn?s?Low-key without losing personalityn?！d?+?eFocus on tonality of brand model+price n?Have a style and be practicaln?！d?+?eFocus on brand status+priced?ed?e33?k?值?u丁?T h e d a t a f o u n d:E n j o y t h e s t r u g g l e a n d p u r s u e
31、 t h e r e w a r d d?ePursue self-valued?eAchieving social identity?j?s?Even in a stable and comfortable place,I can live a different wonderful life from them?j?Through his own efforts to get ahead,become the new owner of the citydddd?R e t u r n e e s f r o m f i r s t-t i e r c i t i e s?M i g r a
32、 n t s f r o m l o w-t i e r c i t i e s34?iThe young people gathered in the new district,?r?ialthough from different origins,?华but share the urbanized lifestyle.?且?w?iFast growing business environment,?云?ithe unformed hierarchy,?华give them a better chance of success.?世?值?iThat makes them more willi
33、ng to fight,?主?华more dare to show their positive life attitude.?iThis group of young peoplei?位?ias with new district,?利?iin the collision of culture and values,?华?have a unique vitality.We call them#?#The new youth35?Objective乱企Issue?Insight?Idea?Implement?Impact36?C r e a t i v e t a s k?B r a n d?
34、E n t e r p r i s e i t s e l f i s a r e w a r d?k?R e t u r n e e s f r o m f i r s t-t i e r c i t i e s:e n t e r p r i s e i s s e l f-r e a l i z a t i o n?k?M i g r a n t s f r o m l o w-t i e r c i t i e s:t o b e a g g r e s s i v e i s t o g a i n a p p r o v a l?L e a d i n g t e c h n o
35、l o g y?kt?s?R e t u r n e e s f r o m f i r s t-t i e r c i t i e s:d i f f e r e n t?k?M i g r a n t s f r o m l o w-t i e r c i t i e s:h a v e a s t y l e a n d b e p r a c t i c a l?From value output to value resonance?From rationality to sensibility?C u r r e n t s i t u a t i o n?I n s i g h
36、t?F o c u s?P r o d u c t37?s?C r e a t i v i t y a n d c o n t e n t p r o d u c t i o n m o d e l?Scenarized content marketing by user-drivenCustomerDrivenContextMarketingCDCM38?Objective乱企Issue?Insight?Idea?Implement?Impact39?Brand Communication Creative40?C r e a t i v e A n a l y s i s41?C r e
37、a t i v e A n a l y s i s42?C r e a t i v e A n a l y s i s43ANIJT44b?i?传c?KVb L e t t h e n e w a r e a d r i v e n b y h e a r t c K V45?j?bLet the new area driven by heartc?Call action?丰Call?Interactive?Collect?Event云?Phase?企Themeb?i?传ccampaign?b L e t t h e n e w a r e a d r i v e n b y h e a r
38、t c c a m p a i g n o v e r v i e w46?j?bLet the new area driven by heartc?Call action?丰Call?Interactive?Collect?Event云?Phase?企Themeb?i?传ccampaign?b L e t t h e n e w a r e a d r i v e n b y h e a r t c c a m p a i g n o v e r v i e w47?j?d?e?j?Select the celebrity testimonies with regional represen
39、tativeness,show the demonstration,and transfer the characteristics of new district,and attract attentionsb?i?传c?-?b L e t t h e n e w a r e a d r i v e n b y h e a r t c L a u n c h -C e l e b r i t y t e s t i m o n i e s48?d?e?j专?d?e?b?i?传c?-?b L e t t h e n e w a r e a d r i v e n b y h e a r t c
40、 L a u n c h t h e c a m p a i g n-p e o p l e s t o r y49b?i?传c?-?b L e t t h e n e w a r e a d r i v e n b y h e a r t c L a u n c h t h e c a m p a i g n-B r a n d u n i o n50b?i?传c?-估之?b L e t t h e n e w a r e a d r i v e n b y h e a r t c a r e a l a n d i n g -H i g h S p e e d R a i l S c e
41、n e P o s t e r 51b?i?传c?-?b L e t t h e n e w a r e a d r i v e n b y h e a r t c a r e a l a n d i n g-A D p o s t e r52b?i?传c?-?业?b L e t t h e n e w a r e a d r i v e n b y h e a r t c a r e a l a n d i n g m a i n r o a d s c e n e p o s t e r53?j?bLet the new area driven by heartc?Call action?
42、丰Call?Interactive?Collect?Event云?Phase?企Themeb?i?传ccampaign?b L e t t h e n e w a r e a d r i v e n b y h e a r t c c a m p a i g n o v e r v i e w54?P o s t e r55MQB?X?优M Q B B o r a X T i m e M u s e u m?|?Cooperating with the head IP-new media center of Peoples Daily to build the creative experie
43、nce hall for the 70th anniversary of the founding of the Peoples Republic of China.COL?-?LHW?OP?YUW?PTJL?IUWH?LTYLWLK?PT?3OPTH?P?H?SPJWUJU?S?UM?YOL?YPSL?5HJO?NLTLWHYPUT?UM?IUWH?HR?U?WLJUWK?YOL?YW?NNRL?UM?YOL?LTYLWVWP?PTN?U?YO?56?优?T i m e m u s e u m b o r a e x h i b i t i o n a r e a57?|?k?k?k?k?w
44、?k?w?k?k?|?k?k?k?D e l i n e a t i o n o f Te n N a t i o n a l N e w D i s t r i c t s B a s e d o n t h e To n a l i t y o f B a o l a i P r o d u c t s58?保?Te s t d r i v e p l a n n i n g o f x i a n n e w a r e a?#?#?#?#?w?|?y?w?ECO?伤?主?MKB?任事?位?MK100 ESP?g?今?代h?EPB?依+Auto Hold?伦?仍?EA211估?决?DSG
45、?且?且?且?MIB?LED?59?Materials?k29*21 CM?k 200?k21*29CM?k200?k9*5.5cm?k200?k43*24*22cm?k250?A?k1*2m?k?k3*1.23m?k?j?j?j?！?:3cm?:s?kPVC?60?j?bLet the new area driven by heartc?Call action?丰Call?Interactive?Collect?Event云?Phase?企Themeb?i?传ccampaign?b L e t t h e n e w a r e a d r i v e n b y h e a r t c c
46、 a m p a i g n o v e r v i e w61?P o s t e r63会?T h e s c e n e e f f e c t o f t h e p r e m i e r e c e r e m o n y64?Product Communication Creative65?P r o d u c t p o w e r d i s s e m i n a t i o n -t h i n k i n g?k?d?eQ u e s t i o n s o f p r o d u c t p o w e r d i s s e m i n a t i o n :N
47、o s e n s e?dA+”?d?eSharpen imageLabel yourself?Image focusing to make a clear cuttingbetween New and old Bora：?To snipe competing productsChange their labelsMQB?=d?A3e?=d?e?d?eBlurred imageWeak users perceptionCompeting products:Lavidastrong A+labelMQB Bora=another Audi A3LavidakOut of styleTo emph
48、asis:New generation66?P r o d u c t p o w e r d i s s e m i n a t i o n?d?eSharpen imageLabel yourself?Image focusing to make a clear cuttingbetween New and old Bora：?To snipe competing productsChange their labelsMQB?=d?A3e?=d?e?d?eMQB Bora=another Audi A3LavidakOut of styleTo emphasis:New generatio
49、n67b?1(c?世?A n o t h e r A u d i A 3 i m a g e b u i l d i n g N e w B r a n d 68b?1(c?世?A n o t h e r A u d i A 3 i m a g e b u i l d i n g N e w B r a n d 69b?1(c?世?A n o t h e r A u d i A 3 i m a g e b u i l d i n g N e w B r a n d 70?P r o d u c t p o w e r d i s s e m i n a t i o n?d?eSharpen i
50、mageLabel yourself?Image focusing to make a clear cuttingbetween New and old Bora：?To snipe competing productsChange their labelsMQB?=d?A3e?=d?e?d?eMQB Bora=another Audi A3LavidakOut of styleTo emphasis:New generation71?势b?c?世L a b e l B u i l d i n g o f L a v i d a a s C o r n y M a r v e l o u s
