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1、BoraCommunicationPlanProposal2007 08 10 A BORA20071stHalfYearCommunicationReview1 Brandcommunicationstrategy2 Mediapublicity PReventsreview BrandintroductoryperiodOct 2006 Dec 2006 ForcefulbrandconceptpopularizingperiodJan 2007 Jun 2007 Theme Controllingpower enjoyinglifeMeasures ads softnews journa
2、list dealerevents expertdrivetestObject Bringingouttheconceptofthenewproductanditsposition focusingonitscoreconceptandproductfeatures Time Nov 2006toDec 92006 Theme DynamicBora HappyBoraTimeMeasures ads carexhibitionsandtestdriveforconsumers PRevents softpbulicityObject forcefullyspreadandcommunicat
3、eoutbrandconceptTime Dec 92006toJun 2007 Theme Driver scarMeasures Ads promotions PRevents softpublicityObject Penetrateintothelifeoftargetconsumers reflectthefunofdrivingBoraandthelifestyleandmentalstateoftargetBoraconsumersTime July2007toDec 2007 Communicationexecutionatdifferentstages 1 BrandComm
4、unicationStrategy BrandconceptconsolidationPeriodJuly2007toDec 312007 Boracarsalesvolumetrend 2007 1 7 0 1000 2000 3000 4000 5000 6000 7000 1 2 3 4 5 6 7 Jan Feb Mar Apr May Jun Borabrandimage productconfiguration functionsoftpublicity Borafourcityexhibitionandtestdrive 7500km1stmaintenanceads BoraW
5、orldCupads BoraWorldCupevent PowerseriesprintadsforecastTVCTeaserPowerBORAseriesinternetads BORAHappyTimeSeriesPrintads BoraExhibitionandTestDriveads Bora1 6LLaunchinformingads ChallengerCantoTVC Driver sinternetadsPraisecanto BoraCoordinationSeriesInternetads Bora1 6LLaunch The500 00thcar BORA off
6、linecelebration July 2 BranddirectionAccordingtothebranddirectionandthefeedbackfromthepublic customersanddealers starttorichthebrandimageofBoraandprepareforcommunicationconceptadjustment andvia BoraHappyTime seriesprintadsofthenextstagetomakeapreparation Praisecanto Countrysidetimecanto CoffeeTimeca
7、nto Datetimecanto TEASERforecast Challenge PowerBroa imageads BoraDriber scar imageads Printads TVC Internetads Outdoorsads PowerBora Seriesoutdoorsboard 3PReventsEversincethelatterhalfof2006tothefirsthalfof2007 inordertohelpBorasetupitsindividualityinitsproductandbrandimage aswellashelpthepublic es
8、peciallythepotentialconsumerstoknowBora toexperienceBoraandlikeit andfinallyachieveabettersales followingPReventsaredesignedandplannedENTERPRISEIMAGE The500 000thBorasteppingdownfromtheassemblylineofFAW VWProductionpopularization BORALaunchTetralogy Boraoff line Borarelease Boraformallaunch Bora1 6L
9、launch ExperiencingBora enjoythefun 2007BoranationwidecarexhibitionandtestdriveBrandimage Watchingexcitinggames enjoyingBoraexcitement The500 000thBorasteppingdownfromtheassemblyline Bora1 6Llaunch Watchingexcitinggames enjoyingBoraexcitement ExperiencingBora enjoyingthefunofdriving Toexcavatethebra
10、ndcoreconceptRaisetheproductimageEnrichtheproductconnotationEnsurethealreadygotfruitExpandmarketpositioningdistinction 1 ViatargetcustomerunderstandingtoextendBoraimagethatcoincidentallymatchthelivingstyle philosophyandvaluejudgementofourtargetcustomer 2 BythechangeoflaunchingBora1 6 asecondphaseofB
11、oraimageestablishmentandcommunicationstrategywillbeimplementedtoproactivelyapproachcustomer sdailylifeasaresulttogaintheirrecognitionandpreference Coremessagedelivery CommunicationStrategyforthelatterhalfof2007 CaritselfDriverObjectivelyMentallyPhysicalConsiderationPsychologicalThinking TARGETCOMSUM
12、ERS ThebuyersofBorabelongtotheburgeoningmiddleclasswhoenjoyagoodtaste andelicatesentimentandastrongsenseofego movinguptopeakoftheirlife Whentheyarepurchasingcars theyseldomfollowthecommontrend it snottheirstyletobuyluxuriouslylookingbutcompletelyjoylesscars consideringthefunofdriving justoutofvanity
13、 Fullofconfidence defyingtheboundary theyarechallengingthemselvesallthetime Theyachievesuccessesforphases whichareunusualforthepeopleoftheirage withtheirwisdom knowledgeanddiligence holdingaboundconfidenceandhopeforthefuture Suchagroupofpeopleemphasisself possessofcreativityandarefullofyouthfulspiri
14、t ANALYSISDISCOVERY Theyliketoshowtheirabilityofoutdoingthemselvesandcontrollingtheirlifewithease aswellastheirfeelingofthesuperiorityarisingfromthis Bydoingthese theydrawappreciation praiseandadmirationfromotherpeople BORACOMMUNICATIONBRIEF AIM Boraisacarthathasadeepunderstandingoflife asitcanrefle
15、ctmyvaluesandattitudetowardlife andatthemeantime Iquitebelievethatitsperformanceisfairlygood sowhenIwanttobuyacar ifI mwelloffenough Iwillchoose1 8T ifnot a1 6willbeagoodchoice Statusinquo IacknowledgethatBoraisadynamicpersonalcar AnddrivingBoracansatisfymyrequirementforpoweraswellasforconfirmationf
16、romotherpeople Tome generallyspeaking itisanicecar WhenIamchoosingacar Borawillbeonthelistofconsideration SUPPORT Stronginpower moderninshape fashionableindesign advanceinassembly andexcellentinratioofperformanceandprice TONEOFPUBLICITY Modernity sensibility confidence RULESGOVERNINGTHEEXECUTION 1 Pressingclosetothelifeformofthetargetconsumers theoriginalityshouldbeinaccordancewiththeirvaluesandpsychologicalstate2 Confusionshouldbeavoidedbetweenthetraditionalopinionof havingachievedsuccess andth
