《IntegratedMarketingPlanofHANKOOKTires》由会员分享，可在线阅读，更多相关《IntegratedMarketingPlanofHANKOOKTires（70页珍藏版）》请在金锄头文库上搜索。
1、Integrated Marketing Plan of HANKOOK Tires,DSB AdvertisingMar 1999,Contents,9. Suggestions,1. Market analysis,2. Target consumers,3. Product positioning,4. Brand positioning,5. Key points in the process of marketing,6. Integrated marketing strategy,7. Media plan,8. Promotion plans,1. Market analysis
2、,Overall trend： The national sales in 1998 totals 1.6 mil pieces, with 2.4% growth compared to year of 1997. The market potential also increases slightly. The demand structure continues changing and the competition is being more intense.Private autos plays a more important role. In 1998, the total a
3、mount of private cars was 0.71 mil which took up 45.51% among the total auto sales. Personal consumption increase of tires is obvious. In Beijing, the number of private cars grew 8 times between 1992 and 1995.,Competitive overview Some foreign and JV brands are still in their early stage: focus on t
4、he design of POP and outdoor exhibition. The major competition comes from the brand image instead of the actual profits. It can be deducted that the real competition hasnt arrived yet. Shuangqian and huili, two shanghai-made brands lead the national market with its stable quality, vast distribution
5、and long history. They are not only the profit-winners, but has very good brand images.,1. Market analysis,Area differences do exist due to the geography and climate. For instance, the competitors in Chongqing(mountain area) are different from those in Wuhan and Hefei(flat lands).,The complete produ
6、ct line with different features is the premiseto participate in the national market. As we found through relativeresearch, some brands like Goodyear and KUMHO input a lot in communications, but with slight feedback. It can be deducted that the response of tire market is comparatively slow . The stre
7、ngth and patience is required.,1. Market analysis,The competition goes deeper and wider which includes the price, service and construction of distribution channels. All brands havent differentiated their unique brand images yet among highly competitive clutters .,The originally-equipped tires still
8、have strong impact on consumers. Santana with Huili and Xiali with Sanjiao. The regionalism is extremely obvious.,1. Market analysis,2. Target Consumers,Taxi Civil autos Cargo autos Passenger transport autos,Target Consumers,Tires are tools of making fortune. The lowest cost is the eventual demand.W
9、ork day and night to make living. Regard himself as ordinary workers without technology advantages.The short-term behavior is serious. Sometimes even use worn tires. Price is a major consideration.,Taxi,Durability is the most important concern and the number of kilometers is their criterion of makin
10、g judgement.,Their measurements：,No crack, no split and no upheaval are their basic requirements.,They are greatly influenced by price. Sometimes, even ten yuan can affect their final choice.,Target Consumers,Taxi,Their understanding to the veins are mostly restricted to the difference of bigger and
11、 smaller, deeper and more shallow. The detail of veins is meaningless and no one would choose different tires for different roads. They began to care about the quality of the raw material of tires and had some own criteria to judge the tires, i.e, touch the surface to see if it is glossy or pinch th
12、e tire to see if it is hard,Target Consumers,Taxi,Decision-making process：Move the front tires to rear and only change new ones after totally worn.The words of colleagues are the most important, and then with the recommendation of dealers.,Brand equity is not apparent among tires consumers. They don
13、t have a firm belief towards a certain brand. The habit of using current or originally-equipped brands is obvious.,Target Consumers,Taxi,The core requirement of taxi drivers,Durability and better price,Target Consumers,Taxi,Background：Civil autos drivers, civil autos man-in-charge, auto management s
14、taff of government Have high criteria and wide source of information on tires Especially in Beijing, the structure of organizations is quite comprehensive. Many people have the authority to influence the management of cars.,Target Consumers,Civil autos,SafetyOther requirements like elasticity, anti-
15、slippery derived from the safetyIts very important to choose a good brand. Good brand must represent the reliable quality.Price doesnt affect too much if its reasonable.,Their measurements：,Target Consumers,Civil autos,Decision-making process： When tires are half worn, changes are to be made. Genera
16、lly, 50 thousand kilometers is a reference-line. Most buying decisions are made by drivers, The points of purchase are stable. Batch purchase is determined by both drivers and buyers. Drivers name the brand and buyers determine the POP. If anything allows, imported brands are preferred.,Target Consu
17、mers,Civil autos,The core requirement of Civil autos,Safety, also consider personal discount,Target Consumers,Civil autos,Background:Overload is occasional. Due to the long-distance travel experience, cargo autos drivers generally have richer knowledge on tires. They also have the opportunities to use different brands. They confront the most problems on tires.,
