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1、奥迪奥迪奥迪奥迪C6C6上市广告策略建议上市广告策略建议上市广告策略建议上市广告策略建议 Advertising strategy proposal of Audi C6 launchAdvertising strategy proposal of Audi C6 launch2005年年4月月30日日 April 30, 2005C6上市的核心任务：上市的核心任务：继续保持A6在C级豪华车市场的领先地位和份额优势Core task of C6 launch: to maintain A6s leadership and market share in C segment of luxury
2、sedan围绕围绕C6的核心任务，我们着重考虑了四大重要关系：的核心任务，我们着重考虑了四大重要关系：Based on the core task of C6, we considered 4 key relationships 1.C5与C6的关系Relationship between C5 and C62.品牌形象与销售的关系Relationship between brand image and sales3.形象与产品力的关系Relationship between image and product features4.C6与竞品的关系Relationship between C6
3、 and competitors对对C6上市的整体思考上市的整体思考Overall consideration on C6 launchC5与与C6的关系的关系Relationship between C5 and C6对目前对目前A6市场状况的思考市场状况的思考Considerations on temporary market background of A6现状：现状：C5、C6销售互相牵制销售互相牵制Current status: C5 collided with C6 on sales;C5库存压力犹在 C5 still faces the pressure from the hea
4、vy stock;消费者开始观望等待C6上市 Consumers came to postpone their purchase awaiting the launch of C6问题：问题：A6长时间没有市场声音长时间没有市场声音Problem: Long marketing voice absence of A6;对C5消化库存不利Bad for the sales of stocked C5 cars;对A6维持影响力不利Bad for maintaining market influence of A6 ;对C6聚拢人气不利Bad for gathering of C6 prospec
5、ts;给宝马、皇冠、天籁扩大影响以可乘之机Opportunity for BMW, Crown and Teana to expand share建议建议1：推出：推出C6，解围，解围C5Proposal I: launch C6 to ease C5;以C6配额带动向经销商压货C5Encourage dealers stocking C5 by rewards of C6 quota;以C6经销商加价行为衬托C5的性价比优势Reflect the value for money advantage of C5 by dealership price-rising of C6;同时解决了C6上
6、市等待C5销售的被动局面Solve problems of both prospects postponing purchase and plain C5 sales建议建议2：速推：速推C5，解围，解围C6Proposal II: speed the sales of C5 to ease C6;以C6配额向经销商压货C5Encourage dealers stocking C5 by rewards of C6 quota;对外宣布C6不定期推迟上市Announce the unlimited postponing of C6s launch;同时加大C5促销的宣传Reinforce th
7、e promotion communication of C5;待C5销售进入尾声上市C6Launch C6 in the end of the sales of C5对目前对目前A6市场状况的思考市场状况的思考Considerations on temporary market background of A6品牌形象与销售的关系品牌形象与销售的关系Relationship between brand image and salesC6上市的挑战上市的挑战Challenges to the launch of C6豪华车市场竞争激烈 Fierce competition in the mar
8、ket of luxury sedan豪华车需求增长幅度有限 Limited increase of the marketC6上市肩负着拉升价位和打开销量的双重任务 The launch of C6 serves two tasks of raising the price and extending the sales品牌形象能否推动品牌形象能否推动C6超越超越C5再上新高度？再上新高度？Is brand image capable of enhancing C6 to surpass C5 and reach new heights?塑造塑造C6品牌形象的必要性品牌形象的必要性the ne
9、cessity of building C6s brand image品牌形象能推动品牌形象能推动C6再上新高度再上新高度Brand image can enhance C6 to reach new heights1.竞争对手竞相抢占形象制高点竞争对手竞相抢占形象制高点2.Competitors fight for the position of benchmark image2.品牌形象是消费者购买决策的重要依据品牌形象是消费者购买决策的重要依据Brand image is one of the key considerations in purchase decision3.形象建设是奥
10、迪品牌的长期战略形象建设是奥迪品牌的长期战略Image building is among the long term brand strategy of Audi上市广告首先在熟悉阶段发挥作用，电视广告的作用最大上市广告首先在熟悉阶段发挥作用，电视广告的作用最大Launch ads would firstly function throughout the acquaintance stage while TVC was the priority熟悉阶段熟悉阶段熟悉阶段熟悉阶段AcquaintanceAcquaintance考虑阶段考虑阶段考虑阶段考虑阶段ConsiderationConsi
11、deration电视广告TVC上网查询Internet 车展Auto Exhibition朋友/亲属介绍Friend / Relative报纸广告Newspaper经销商/销售人员介绍Retailer / Sales报纸文章Newspaper Editorial杂志文章Magazine Editorial%朋友/亲戚介绍Friend / Relative经销商/销售人员介绍Retailer / Sales车展Auto Exhibition上网查询Internet电视广告TVC杂志文章Magazine Editorial报纸广告Newspaper Ads汽车厂家举办的各种推广活动Marketin
12、g Campaign报纸文章Newspaper Editorial%经销商/销售人员介绍Retailer / Sales 车展Auto Exhibition汽车厂家举办的各种推广活动Marketing Campaign朋友/亲戚介绍Friend / Relative上网查询Internet报纸广告Newspaper Ads杂志文章Magazine Editorial%体验试驾阶段体验试驾阶段体验试驾阶段体验试驾阶段ExperienceExperience经销商/销售人员介绍Retailer / Sales 朋友/亲戚介绍Friend / Relative汽车厂家举办的各种推广活动Marketi
13、ng Campaign车展Auto Exhibition上网查询Internet电视广告TVC去汽车销售店自己看Go to Dealer Shop%获取有效信息获取有效信息获取有效信息获取有效信息Obtain Effective InfoObtain Effective Info数据来源:AC尼尔森04年奥迪专项调查Source: AC Nielsen Y04 customized research for Audi 竞品借助电视广告抢占宣传制高点竞品借助电视广告抢占宣传制高点How does competitors ads fight for the initiative?Source: A
14、C尼尔森2003奥迪专项调查竞品电视广告策略竞品电视广告策略Competitive TVC strategy高档轿车上市电视广告案例高档轿车上市电视广告案例ILaunch TVCs of premium sedans case I宝马5系、凯迪拉克、别克荣御三品牌上市期间，电视广告内容均以品牌理念为导向，传播感性内容Judging the launch campaigns of BMW 5 series, Cadillac CTS and Buick Royaum, TVCs were emotionally image-oriented.宝马宝马5系系 BMW 5 series凯迪拉克凯迪拉
15、克 Cadillac CTS荣御荣御 Royaum高档轿车上市电视广告案例高档轿车上市电视广告案例IILaunch TVCs of premium sedans case II皇冠品牌上市期间，推出相同理念两套电视广告，分别以产品内外设计特色支持品牌形象的建立Toyota Crown applied two launch TVCs, which were brand image.天籁上市电视广告突出产品信息，通过产品特色的展示帮助树立形象the launch TVC of Teana highlighted product features, so as to build up the bra
16、nd image.高档轿车上市电视广告案例高档轿车上市电视广告案例IIILaunch TVCs of premium sedans case III竞品后续广告策略竞品后续广告策略Competitive successive strategy后续阶段广告案例后续阶段广告案例ISuccessive ad case I上市阶段：新不可测；全新车型上市阶段：新不可测；全新车型Launch: unpredictable new; all new product series后续阶段：势不可挡；动力强劲后续阶段：势不可挡；动力强劲Successive: prevailing power; marvelo
17、us power凯迪拉克广告坚持以形象为主，凯迪拉克广告坚持以形象为主，兼带传播产品特色兼带传播产品特色Cadillac ads focused on image with relative product feature supports.后续阶段广告案例后续阶段广告案例IISuccessive ad case II上市阶段：生活工作双重享上市阶段：生活工作双重享受受,超凡座驾超凡座驾Launch: double enjoyment from life and work; superb car后续阶段：更多车型选择后续阶段：更多车型选择Succession: more package opt
18、ions宝马形象广告持续宝马形象广告持续时间较长，逐渐过时间较长，逐渐过渡到产品广告渡到产品广告BMW image-oriented ads sustained for a long period and shifted to product ads gradually后续阶段广告案例后续阶段广告案例IIISuccessive ad case III 上市阶段：超凡登场：上市阶段：超凡登场：V6发动机、时尚设计发动机、时尚设计Launch: superb debut; V6 engine, trendy design后续阶段：年度车大奖：后续阶段：年度车大奖：V6发动机、时尚设计发动机、时尚设
19、计Launch: car of the year; V6 engine, trendy design天籁平面广告天籁平面广告突出传播产品突出传播产品特色，并以此特色，并以此树立形象树立形象Teana ads featured product to build image品牌形象对于豪华车购买极为重要品牌形象对于豪华车购买极为重要Brand image is vital to the purchase of premium sedan从消费者调研中，我们发现Based on consumer researches：;对品牌形象的评价和最初对产品整体印象的评价是密不可对品牌形象的评价和最初对产品整
20、体印象的评价是密不可分的分的（Ipsos车型调研）Consumers perceptions on brand image are closely linked to overall product impression. (Car research by Ipsos)“对产品的感觉不可能和品牌分开说。”“Experiences from the product shouldnt be separated from the brand”;奥迪吸引消费者购买的主要动力在于奥迪的品牌形象奥迪吸引消费者购买的主要动力在于奥迪的品牌形象（ACNielsen品牌调研）Key consumer purch
21、ase trigger of Audi lies in its brand image (Brand research by ACNielsen)“大气稳重、高科技、代表成功、质量好。”“Elegant and steady, hi-tech, symbol of success, fine quality”;产品性能是作为品牌形象的支持点被看待的产品性能是作为品牌形象的支持点被看待的（Ipsos车型调研）Product performance was taken as a support to brand image (Car research by Ipsos)“这些配置就是这档次车应该有
22、的。”“These equipments should be necessities to cars of this segment.”品牌形象对于豪华车购买极为重要品牌形象对于豪华车购买极为重要Brand image is vital to the purchase of premium sedan奥迪品牌策略更注重感性因素奥迪品牌策略更注重感性因素Audi brand strategy with more stress on emotional elements情感/品牌形象Emotional / Brand image产品特性Product features顾客利益Customer be
23、nefits顾客利益Customer benefits 产品特性Product features中国长期市场战略中国长期市场战略Long-term Marketing Strategy in China过去过去 Past将来将来 Future情感/品牌形象Emotional / Brand imageC6如何实践奥迪品牌？如何实践奥迪品牌？How does C6 avail Audi brand value?把握奥迪品牌精髓：进取突破进取突破Brand essence: Progressive Breakthrough (Audi Vorsprung)完成奥迪品牌使命：最进取的豪华品牌最进取的
24、豪华品牌Brand mission: The most progressive luxury brandC6产品定位：最进取的公商务座驾最进取的公商务座驾C6 product positioning: The most progressive business sedanC6传播平台：创想改变未来创想改变未来C6 communication platform: Think future品牌形象与产品力的关系品牌形象与产品力的关系Relationship between brand image and product features品牌形象与产品力是相辅相成的关系品牌形象与产品力是相辅相成的关
25、系Brand image can enhance C6 to reach new heights1.品牌形象是产品力的人性化表现形式品牌形象是产品力的人性化表现形式2.Brand image is the characterized presence of product features2.产品力是品牌形象成立的基础产品力是品牌形象成立的基础Brand image is built on product features3.品牌形象、产品力共同形成品牌价值品牌形象、产品力共同形成品牌价值Brand image and product feature together make brand v
26、alue“创想改变未来创想改变未来” 的理念内涵的理念内涵Essences of the “Think future” branding platform形象力Image value激发偏好、提升价格Intrigue preference, elevate price产品力Product value证明形象、刺激尝试Image testimony, invite experiencing感性感性Emotional“创想改变未来创想改变未来”与车主需求的与车主需求的深度共鸣深度共鸣“Think future” highly corresponds with the targets needs理性
27、理性Rational“创想改变未来创想改变未来”体现出的在体现出的在C级车级车的强势卖点的强势卖点“Think future” demonstrates our great advantage in C segment品牌形象品牌形象主导产品形象主导产品形象Brand image drive product image个人能力个人能力Personal competence 豪华豪华Luxury 革新革新Innovation 动感动感Dynamic 品质品质Quality 设计设计Design空间空间Package 成就成就Achievement 社会承认社会承认Social recogniti
28、on 尊重、权力尊重、权力RespectPower 政府机构用车Govt. sector私人用车Private sector自我实现自我实现Higher Self-esteemEnd BenefitBrandImageProductImageSupportC6上市广告执行上市广告执行7月初月初 - 8月初月初上市期上市期第一波第一波 确立形象确立形象突破性的领导品牌，给突破性的突破性的领导品牌，给突破性的领导者领导者突破性观念突破性观念+突破性产品突破性产品C6：创想改变未来：创想改变未来第二波第二波 切入产品切入产品突破性的产品功能，给突破性的突破性的产品功能，给突破性的领导者领导者销售期销
29、售期8月中月中 - 12月月Advertisement execution of C6 launchJul. Aug.Launch phase1st wave: image establishmentBreakthrough leading brand for breakthrough leaderBreakthrough ideology+Breakthrough productC6: Think future2nd wave: appliance of productBreakthrough product equipments for breakthrough leadersSales
30、phaseAug. Dec. C6广告执行广告执行7月初月初 - 8月初月初上市期上市期创想改变未来创想改变未来TVC路牌路牌商务手册商务手册突破的理念突破的理念展厅布置展厅布置主题主题媒介媒介第一波：整体确立品牌形象第一波：整体确立品牌形象报纸、杂志报纸、杂志突破理念的车突破理念的车Advertisement execution of C6 launchJul. Aug.Launch phaseThink futureTVCOutdoorBusiness brochureBreakthrough ideologyShowroom, POPThemeMedia1st wave: overall
31、 establishment of brand imageNewspaper, magazineBreakthrough carC6广告执行广告执行8月初月初 - 12月底月底销售期销售期创想改变未来创想改变未来第二波：以品牌形象切入产品第二波：以品牌形象切入产品TVC路牌路牌商务手册商务手册突破的理念突破的理念产品手册产品手册主题主题媒介媒介报纸、杂志报纸、杂志MMI突破的操控突破的操控突破的安全突破的安全4.2 quattro 高速表现高速表现C6广告执行广告执行Aug. Dec.Sales phaseThink future2nd wave: appliance of product l
32、everaging on brand imageTVCOutdoorBusiness brochureBreakthrough ideologyProduct brochureThemeMediaNewspaper brochureMMIBreakthrough controlBreakthrough safetyHi speed perfomance of 4.2 quattroC6如何超越如何超越对手对手的产品的产品亮点？亮点？How does C6 exceed competitors on product features?C6如何超越对手亮点？如何超越对手亮点？How does C6
33、 exceed competitors on product features?不同地区、不同时期，不同地区、不同时期，C6面对的竞争对手可能各面对的竞争对手可能各有不同。有不同。C6s competitors vary regarding different regions and times.可考虑利用地方媒体、线下媒体，制作具有针对性可考虑利用地方媒体、线下媒体，制作具有针对性的广告，形成对主要媒体的补充。的广告，形成对主要媒体的补充。Take regional media and PR communication as supplementary to the mainstream m
34、edia to make the ads more focused.C6对手亮点对比（标配）对手亮点对比（标配） Comparisons with competitors (standard equipment)外观外观Exterior安全配置安全配置Safety高速稳定性高速稳定性Hi-speed steadiness人性化配置人性化配置Ergonomics内饰感受内饰感受InteriorC6大家风范大家风范Magnificent/ mightyESP Sideguard智慧智慧 wisdom（运动底盘、四驱、（运动底盘、四驱、空气悬架）空气悬架）MMI太阳能天窗太阳能天窗无钥匙系统无钥匙系
35、统宽敞宽敞 roomy严谨严谨seriousBMW 5强悍时尚强悍时尚Aggressive/ fashionDSC完美完美 perfect（发动机纵置、后驱、（发动机纵置、后驱、前后等重）前后等重）iDrive优雅优雅elegant动感动感dynamicBenz E经典时尚经典时尚Classic/ fashionSBCPreSafe完备完备 fully equipped（后驱、（后驱、ADC空气悬空气悬挂）挂）四区空调四区空调4 zone air condition优雅优雅elegant轻快轻快swiftCrown韵味韵味Elegance膝部气囊膝部气囊knee airbag达标达标stand
36、ard（后驱）（后驱）触摸屏触摸屏Touchable screen后座至上后座至上rear comfort安静安静 quietC6如何对抗如何对抗BMW5？How does C6 counter BMW 5 series?宝马宝马5的卖点：品牌地位、专业成功人士定位、驾驶性能的卖点：品牌地位、专业成功人士定位、驾驶性能BMW key why-buys: brand status, brand positioning on successful professionals and driving performance宝马宝马5的劣势：后座空间不够宽敞、整体造型个人化气息浓、的劣势：后座空间不够
37、宽敞、整体造型个人化气息浓、舒适性亮点比舒适性亮点比C6少少BMW drawbacks: insufficient rear seat space, overall individualistic-oriented design, less comfort features than C6机会：公商务礼宾场合，商业氛围比较稳重的地区机会：公商务礼宾场合，商业氛围比较稳重的地区Opportunity: business and other formal appliances, especially in regions of more business-oriented purchases外观大
38、气稳重外观大气稳重+内部宽敞内部宽敞+舒适配置舒适配置=公商务首选公商务首选Magnificent and steady-looking exterior + roomy interior + comfort equipments = No.1 business sedan车型C6如何对抗皇冠？如何对抗皇冠？How does C6 counter Toyota Crown?皇冠的卖点：品牌知名度高、皇冠的卖点：品牌知名度高、“豪华豪华”配置多、品质好配置多、品质好Crown key why-buys: high brand awareness, ample “luxury” equipment
39、s, fine quality 皇冠的劣势：最核心的性能与奥迪仍有差距皇冠的劣势：最核心的性能与奥迪仍有差距Crown drawbacks: Lagging behind on core performance compared to Audi机会：看重轿车核心价值的买家机会：看重轿车核心价值的买家Opportunity: prospects value core sedan values更安全更安全+更动感更动感=更具豪华价值更具豪华价值More safety + more dynamics= more luxury valueC6如何对抗如何对抗Benz E？How does C6 cou
40、nter Mercedes E class?需要待奔驰公布更多中国市场配置细节后再做研究需要待奔驰公布更多中国市场配置细节后再做研究Further analysis needed after Mercedes launches its KD products series C6 05年广告规划小结年广告规划小结2005 Advertisement Plan of C6品牌形象的重要性品牌形象的重要性Importance of brand image品牌内涵细化品牌内涵细化Brand connotation embodiment上市广告规划上市广告规划Launch ads plan谢谢！谢谢！Thank you!
