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1、“00211/18/2016 2an by of in of to in to 1/18/2016 3. of of of ix a a ew .6 to 8/2016 43. in Mee ee业_Drive BORA 1 6LBORA 1.6LShenzhenLaunch PublicityPlan 避 Background ”三Objective:Make Shenzhen an experimenAA papeoz 4 ieans of integral marketing:Distill the feasibility of Bt 向 日 ities from the testing
2、 result ofShenzhen launchBackground analysis-Shenzhen: TDemographic composition ychorlogical status COmsumption apITIYSusceptible to nter 和Ahiaher consumptionMiddle mgt 本 二hanpetp 和selfemployed other part of Chinapeople Rational consumptionhabi 加Larger proportion of Mature consumption intention High
3、 market potentialthe whole populationAn independent market will not affectnationwide BORA 1.6L launch-里-Apply the successful BORA 1.6L11/18/2016 strategy to the whole China DmG: 2. Expected effectiveness and Measures ”已一Expected effectiveness:Fix a BORA 1L6IL concept 训 Accumulation of brand famecons
4、umers一acar worthy of 叫 Rise of brand favortriee Inerease ofsales volume Measures: erchant Bank insertion delNewspaperhard ads Newspaper soft newsBuilding coveradsCIBORASiY ID BORAI.GL outstanding performanceTImbuing BORAI.6L superiorperformance price ratioEORAL6L office building open sho BORAL6 wind
5、ow displayCEORAL6top shopping mallshg New color-ear badge collectionBORA 1.6 test drive BORA dynamicering to pointed people grouD | gcamp 11/18/2016 DmG DTIDOLQDIEC OO em人ema henzhen evenShopping mall exhibition 全 4是Ron 让 和Colorful BORA City Tour 一全Walmart series event | 一一 |BORA Dynamic Training Camp 例Ad TENWC 一 |Nevwspaperprintads Eee PENewspaper sofnew 一 |Building Cover ads 一一Website Update REBank Credit Card Insertion deliverjng DM EnJul Aug. Sep.11/1812016 7 站 四
