《某公司发展规划教材_2》由会员分享，可在线阅读，更多相关《某公司发展规划教材_2（52页珍藏版）》请在金锄头文库上搜索。
1、Bora Communication Plan Proposal 2002-08-10,A. BORA 2002 1st Half Year Communication Review 1. Brand communication strategy 2. Media publicity, PR events review,Brand introductory period Oct.2001-Dec.2001,Forceful brand concept popularizing period Jan.2002-Jun.2002,Theme: Controlling power, enjoying
2、 life Measures: ads, soft news, journalist , dealer events, expert drive test Object: Bringing out the concept of the new product and its position, focusing on its core concept and product features、 Time: Nov.2001 to Dec,9 2001,Theme: Dynamic Bora; Happy Bora Time Measures: ads, car exhibitions and
3、test drive for consumers, PR events, soft pbulicity Object: forcefully spread and communicate out brand concept Time: Dec.9 2001 to Jun.2002,Theme: Drivers car Measures: Ads, promotions, PR events, soft publicity Object: Penetrate into the life of target consumers, reflect the fun of driving Bora an
4、d the life style and mental state of target Bora consumers Time: July 2002 to Dec. 2002,Communication execution at different stages,1、 Brand Communication Strategy,Brand concept consolidation Period July 2002 to Dec.31 2002,Bora car sales volume trend（2002.1-7）,0,1000,2000,3000,4000,5000,6000,7000,1
5、,2,3,4,5,6,7,Jan.,Feb.,Mar.,Apr.,May,Jun.,Bora brand image, product configuration、function soft publicity,Bora four city exhibition and test drive,7500km 1st maintenance ads,Bora World Cup ads,Bora World Cup event,Power series print ads forecast TVC Teaser Power BORA series internet ads,BORA Happy T
6、ime Series Print ads,Bora Exhibition and Test Drive ads,Bora 1.6L Launch informing ads,Challenger Canto TVC,Drivers internet ads Praise canto,Bora Coordination Series Internet ads,Bora 1.6L Launch,The 500,00th car(BORA) off-line celebration,July,2. Brand direction According to the brand direction an
7、d the feedback from the public, customers and dealers, start to rich the brand image of Bora and prepare for communication concept adjustment, and via “Bora Happy Time”series print ads of the next stage to make a preparation,Praise canto,Countryside time canto,Coffee Time canto,Date time canto,TEASE
8、R forecast,Challenge,“Power Broa” image ads,“Bora Dribers car” image ads,Print ads,TVC,Internet ads,Outdoors ads,“Power Bora” Series outdoors board,3 PR events Ever since the latter half of 2001 to the first half of 2002, in order to help Bora set up its individuality in its product and brand image,
9、 as well as help the public, especially the potential consumers to know Bora, to experience Bora and like it, and finally achieve a better sales, following PR events are designed and planned ENTERPRISE IMAGE: The 500,000th Bora stepping down from the assembly line of FAW-VW Production popularization
10、: BORA Launch Tetralogy（Bora off-line、Bora release, Bora formal launch、Bora 1.6L launch） “Experiencing Bora, enjoy the fun” 2002Bora nationwide car exhibition and test drive Brand image: “Watching exciting games, enjoying Bora excitement”,The 500,000th Bora stepping down from the assembly line,Bora
11、1.6L launch,Watching exciting games, enjoying Bora excitement”,Experiencing Bora, enjoying the fun of driving,To excavate the brand core concept Raise the product image Enrich the product connotation Ensure the already got fruit Expand market positioning distinction,1. Via target customer understand
12、ing to extend Bora image that coincidentally match the living style , philosophy and value judgement of our target customer. 2. By the change of launching Bora 1.6, a second phase of Bora image establishment and communication strategy will be implemented to proactively approach customers daily life
13、as a result to gain their recognition and preference. Core message delivery:,Communication Strategy for the latter half of 2002,Car itself Driver Objectively Mentally Physical Consideration Psychological Thinking,TARGET COMSUMERS: The buyers of Bora belong to the burgeoning middle class who enjoy a
14、good taste, an delicate sentiment and a strong sense of ego, moving up to peak of their life. When they are purchasing cars, they seldom follow the common trend: its not their style to buy luxuriously looking but completely joyless cars, considering the fun of driving, just out of vanity. Full of co
15、nfidence, defying the boundary, they are challenging themselves all the time. They achieve successes for phases, which are unusual for the people of their age, with their wisdom, knowledge and diligence, holding abound confidence and hope for the future. Such a group of people emphasis self, possess
16、 of creativity and are full of youthful spirit. ANALYSIS DISCOVERY: They like to show their ability of outdoing themselves and controlling their life with ease, as well as their feeling of the superiority arising from this. By doing these, they draw appreciation, praise and admiration from other people.,BORA COMMUNICATION BRIEF,AIM: Bora is a car that has a deep understanding of life, as it can re
