Car advertising plan

Article 1: Car advertising planning

Social and market background

As the Chunlan Group, which started from the home appliance industry, at the end of the last century, its head, Tao Jian, was in charge of the public, and he dared to carry out major industrial expansion into the truck industry, and in just two years, the truck became the group after the air conditioner. The second pillar industry. However, the market is complex and changeable. The competition in the truck industry has become increasingly fierce with China's accession to the WTO. This makes Chunlan's new entrants in the industry face various opportunities while facing various challenges in marketing. In the level of advertising communication.

In recent years, it has been a period of great news in China's truck industry. It seems that everyone has seen the huge development space that this field is showing and will continue to show in the new round of economic wave in China. The original strong desires are stronger, and the newly arrived newcomers want to develop, each of them will go through the sea and show their magical powers. This will make most enterprises not ready to let go of their chests and look forward to this vast world. They must set their minds and calm down, and look at the smoke that has risen around them. It is getting stronger and stronger.

1. The pioneers of China's truck industry are liberating and Dongfeng. With their huge investment and support, a long history of production and a large amount of possession, they still hold the first and second positions of the industry with a large advantage, occupying the Chinese truck market. The dominant position and continue to expand the scale of the industry. 2. Domestic small and medium-sized brands, while competing to share the remaining market share of FAW and Second Automobile, are also adopting various strategies and measures to erode their existing markets. They are small in scale, but their actions are relatively flexible, and their growth will affect the development of the market, especially the regional market.

3. The increasing entry of foreign brands has made the competition in the Chinese truck industry more complicated. Due to the limited strategy, they often make joint ventures with domestic truck companies, but in the market they are more competitive, and their brand and technical quality are their competitive ace.

Under such circumstances, the newcomers to Chunlan, who have achieved initial results, may face more challenges and threats.

Therefore, as a new truck Chunlan, its marketing goal should be to create a strong and powerful truck brand, and to challenge the competitors through effective channels through excellent products, and ultimately increase sales and expand Zhang rapidly. The advertising goal is to give the advertising mission, how to enhance the popularity of the Chunlan truck brand in the shortest possible time and at the lowest cost, and establish a good product image and reputation in the customer group.

Strategy: precisely target the target

Chunlan Group is a typical large-scale enterprise group with market growth rather than administrative promotion. It operates in accordance with the objective requirements of the market economy and the scientific and advanced methods in operation management and production marketing. Now Chunlan pays attention to research.

Before the overall campaign of trucking was launched, Chunlan commissioned a professional company to conduct several market researches. These investigations were carefully designed, interrelated and gradually deepened, so that Chunlan trucks can be correctly and accurately locked. The target object plays a vital role in the success of future communication.

According to the survey, the proportion of privately-purchased trucks is increasing, and the trend of private consumption of trucks is particularly obvious. It is more and more common for private users to call on various transportation companies after purchasing new cars. They become the main players in truck consumption.

In addition, at present, users usually purchase new cars and transfer old cars after two to three years of purchase. Therefore, truck users engaged in long-distance transportation are the main target of Chunlan truck advertising.

Therefore, Chunlan Trucks has set its customer base, the main target of the spread, as a truck user engaged in long-distance transportation.

The common characteristics of such groups are as follows:

1. Individual social characteristics

In terms of social background: most of them come from rural areas, living in urban fringe areas, with high awareness of group consciousness, high income, but high pressure on body and mind.

Self-awareness: Compared with other people in the same lower social class, they focus on the material self level, have more negative self-recognition and negative experience, and have considerable emotional needs.

2, truck consumption characteristics

A, the consumption process

Brand decision is a process of comprehensive comparison. The consideration of the purchase factor of the truck is based on a certain brand, and then horizontally compared with other brands. Ultimately, deciding which brand to buy is based on the overall understanding and comprehensive consideration of the brand, rather than just making one or more decisions.

Among them, communication, especially word of mouth, has a considerable impact on consumer buying behavior. Since trucks are large and durable consumer goods, the various factors in the purchase process are often not judged by a deeper and more comprehensive experience. Most of the truck drivers are acquired through interpersonal communication and advertising. In particular, interpersonal communication, that is, word of mouth, is highly influential because of its high spread and credibility.

B, demand characteristics

Due to the above problems, their functional requirements for trucks are particularly focused on basic functions such as driveability, load capacity and performance stability. The emotional demand for trucks is relatively weaker than functional requirements.

But in recent years, the importance and influence of emotional needs has increased. Through their description of the life of the truck, especially the complaints about various issues and their anthropomorphic metaphor for the truck, they reflect the emotional needs they want. These demands reflect that they want the ideal truck to be psychologically protected. Balance, stability and fun make them nervous, depressed and frustrated.

Positioning: A new generation of Chunlan trucks

To whom to say the solution, and then what to say. This problem is the most complicated. It requires rationality, but it is often influenced by sensibility. To this end, Chunlan still conducted systematic research and research, and tried to make the best communication positioning.

The core concept of Chunlan Truck's ultimate dissemination was defined in the current period as a new generation of Chunlan trucks.

It should be said that this positioning not only meets the functional requirements and emotional needs of the target group for the truck, but also highlights the characteristics of Chunlan trucks different from other brands.

Chunlan gives this positioning the following connotations:

Chunlan trucks, the latest definition of the truck concept. Introduce the latest international styles and design improvements based on Asian body shape features;

Unbeatable interior design, comfortable and unbeatable; unmatched on-road performance, more in line with the most demanding environmental standards;

The superior performance of Chunlan Trucks has been ahead of other competitive brand trucks. Chunlan Trucks is creating a new generation of leading standards in the truck industry.

The corresponding Chunlan truck product support points are: modern style, humanized design and comfort, good performance, high standards of environmental protection and energy saving.

In the investigation, Chunlan discovered that after the users have comprehensively considered, the most important factor in choosing Chunlan trucks is that they feel good about the image of Chunlan trucks and that Chunlan has certain product advantages. This investigation also confirms the positioning of this communication from the side.

Chunlan truck brand image

Beautiful, clean

Yearning for happiness

Full of ideals and thriving

Chunlan truck product advantage

Good design;

Comfortable cab, good interior and good sealing;

Full electrification

Focusing on the core positioning of “New Generation Chunlan Truck”, Chunlan Advertising Co., Ltd. and the agency company jointly created a series of advertising works, and they cooperated with each other to play a good integrated communication effect.

Execution: integrated communication, multi-headed, rational allocation of media resources

In formulating the media strategy, Chunlan conducted a survey on the subject habits and media contact habits of truck drivers, and obtained a complete and detailed information on coal contact information. It guarantees the scientific accuracy of the late media strategy to a considerable extent, and makes the media investment occupying most of the advertising resources play a good price/performance ratio.

First, the overall strategy

1. Mainly based on the advertisements of CCTV and the large-scale outdoor image of the expressway; at the same time, the diversification and flexibility of coal selection, the dissemination of product functions and the promotion of brand reputation.

Volkswagen's coal body is quite important for the overall product image and popularity. Therefore, Chunlan still maintains a certain scale for mass communication, but has studied and optimized its specific coal body selection, including CCTV and highways. Mainly outdoors. The potential of target transmission is relatively large, and the cost-effectiveness is relatively good. Therefore, Chunlan actively develops and increases the proportion of coal body. For example, in addition to POP, it has strengthened the dissemination of DM, special venues, and offline promotions. This strategy is compatible with the characteristics of the truck driver's media contact.

2, a large number of additional advertising

As mentioned above, the competition in the current truck market is increasing, and advertising communication is becoming more and more important as a marketing tool, especially for some new brands. It is often more important to pay attention to advertising, in order to reduce the overall competitiveness gap between itself and other big brands. Chunlan has allocated considerable resources in advertising communication to ensure its own voice share, and to meet and match the characteristics and needs of overall marketing.

3. The specific delivery process is arranged according to the work and life characteristics of the customer group, and the time and space are allocated.

Although there is no obvious talk about the truck sales season, according to resources and research, the sales in the spring and autumn are relatively high, so the media focus period is basically placed in this period and appropriately advanced. In addition, during the Spring Festival, it was the time for truck drivers to concentrate on rest. Chunlan also seized the opportunity to launch the mass media.

Second, the target of communication

In the first-line key logistics city, while strengthening mass communication, Chunlan also actively carried out the target transmission with the aim of precision strikes to shape the good reputation of Chunlan trucks. Target communication, that is, through appropriate timing and approach, initial scientific strategies and methods, accurately lock truck drivers, and humanize communication with truck drivers from all aspects to enhance word of mouth and exert effects. It closely cooperates with mass communication and responds to it. It greatly optimizes the overall communication effect in the case of low cost increase.

It includes the following items:

1, DM and telephone return visit

The telephone return visit and DM activities of Chunlan's 10,000 truck users, after a late sample survey, the effect is very good: 93% of the users who received the Chunlan truck DM said that they received the DM experience of Chunlan trucks, which is more happy or gratifying. % read the Chunlan truck single page, 57% will hang Chunlan truck small gifts in the cab. Choose a large parking lot and hold a test drive in addition to the truck road show. The truck driver has a strong interest and participation.

2, publicity materials, gifts distributed

In the distribution center, the large parking lot and the expressway service area will send a message to the truck on the Chunlan truck, and a gift with the words Chunlan truck will be presented. The total number of these items has reached tens of thousands, and their role in the truck driver community has been sustained and deepened.

3. Road test drive activity

effect

The advertising campaign of Chunlan Truck has achieved good overall results and created favorable conditions for the further development of Chunlan Truck. It can be divided into the following three levels:

First, the product brand level

1. The popularity of Chunlan Truck has reached a fairly high level in the short term. According to the survey, at present, the Chunlan truck brand is 100% based on the actual group of trucks. It is equivalent to the liberation and Dongfeng foundations: and its advertising popularity is also quite high. 97% of the trucks have seen or heard the advertisements of Chunlan trucks. .

2. The foundation has established a good product image and is in line with the expected positioning. Most trucks actually think that Chunlan trucks have a good overall image. Driving Chunlan trucks means loving beauty, cleanliness, yearning for happiness, full of ideals, and thriving.

Young truck drivers buy more, they prefer to try new things, which is consistent with the Chunlan truck brand image. On the basis of the original design of Chunlan truck, the comfortable cab, good interior and good sealing, most truck drivers further believe that the overall performance of Chunlan truck is good, and the after-sales service is also highly evaluated.

Second, the market marketing level

Compared with the same period, the sales in 20XX have increased considerably. According to the statistics of relevant industry statistical agencies, the sales volume of Chunlan trucks in July 2008 increased by 30% compared with the same period of last year, which is showing a strong upward trend. By April of 2OXX, the sales volume of Chunlan had reached more than 20,000 vehicles, ranking the top three in China.

Third, the corporate image level

The communication activities here, in addition to the product brand image and marketing performance has been quite promoted, but also greatly enhance the overall corporate image of Chunlan - in August 2OXX by the China Association of Automobile Manufacturers, "China Auto News" and other institutions In the China Automotive Industry “focus on 5O number of romantic activities” selection campaign, “In 1977, Chunlan Group acquired Dongfeng Nanjing Automobile Manufacturing Plant and entered the automotive industry.

On the 21st of the same year, Nanjing Chunlan Automobile Manufacturing Co., Ltd. was officially listed as a major event in China's automobile industry. In the meantime, Chairman and CEO of Chunlan Company, Tao Jianxing, was named as the 5O of ​​China's automobile industry. One of the outstanding figures.


Chapter 2: Auto Advertising Planning

First, the advertising plan

The car advertising plan covers an area of ​​6,000 square meters. The conditions are unique. The Expo Center is well-managed, and the post-service and related related businesses such as industry and commerce, taxation, banking, and transportation management are complete, providing customers with integrated and comprehensive quality services, making it easy for operators of automobiles and other affiliated industries. The operation, eliminating the need for multiple cumbersome programs. It provides a more perfect vehicle for the majority of auto and negative industry operators; a modern automobile trading venue with broad market prospects.

In order to better carry out propaganda activities and raise awareness, the Southern Auto Expo Center will have a better position in the public's mind and create a momentum. The pre-advertising advertisements can be operated rationally and scientifically; the smooth implementation is entrusted by them. Special arrangements have been made to develop an early advertising plan for the Southern Auto Expo Center.

Second, market analysis

1. Analysis of market environment advantages

A. Zhangmutou Automobile Expo Center is located beside Wanhui Highway. The transportation of roads and railways is criss-crossed. The traffic is very convenient and fast. The center is centered on Zhangmutou, radiating Tangxia, Qingxi, Huangjiang, Xiegang, Dalang, Fenggang, etc. The surrounding town area has a very good geographical environment.

B. Zhangmutou is known as “small Hong Kong” and is a place where foreign investment, investment and residence of Hong Kong, Macao and Taiwan are concentrated. The surrounding townships are intensive in manufacturing and processing industries. In the next few years, the economy of Zhangmutou will develop rapidly, creating a superior economic environment for the South Auto Exhibition Center.

C. With the further growth of the economy and the gradual improvement of people's living standards, the automobile and its affiliated industries will have a new leap. In the next few years, the consumption of automobiles will be close to the mass, these are the southern The future development of the Auto Expo Center will create a good mainstream consumption, and household and personal vehicles will become more popular.

2. Analysis of its own advantages

A. The sales of cars in and around Dongguan are scattered, and most of the supporting facilities are not perfect. The South Auto Expo Center is the first modern auto trading market in Dongguan and its surrounding areas. The completion of the center will attract More customers in the automotive and its affiliated industries are concerned and consulted with investment, and the market prospects are very broad.

B. The environment is superior, the floor space is large, the layout of the entire Expo Center is reasonable, and the large-scale parking lot, exhibition hall, trading hall and other related supporting facilities are complete and complete. It is a comprehensive automobile professional transaction integrating sales, after-sales service and spare parts supply. The market, the design of the whole center is high and the quality is good. It is the first advanced automobile trading center with advanced equipment and complete functions in Dongguan and even the entire Pearl River Delta region.

C. High-quality services, service facilities such as industry and commerce, taxation, traffic management, banking, insurance, etc. will enter the office, which will save a lot of cumbersome procedures for the car transaction, making the whole car transaction faster and smoother. The member clubs, information centers and other related supporting facilities are perfect, which can provide customers with high-quality first-class services, provide car culture, new car launch and on-site promotion activities for cars and their affiliated dealers, and have car beauty and decoration projects. Make the entire trading center more standardized and integrated.

D. The Southern Auto Expo Center has complete hardware facilities such as communication, language inquiry, digital presentation, information release, and electronic camera. The decoration is luxurious and elegant, and the business environment is comfortable and warm.

Third, the pre-market strategy

1. Focus on market opportunities and carry out large-scale publicity so that the advantages can be deeply rooted in the hearts of the people, attract more cars and dealers and producers in their affiliated industries to invest.

2. Try to show your strong strengths, develop strengths and avoid weaknesses, and expand your visibility and reputation.

3. Introduce the CIS system as soon as possible to achieve the market strategy goal of brand-name brand.

4. To cite a modern management model and high-quality services to establish a good corporate image and enhance the reputation of the company.

Fourth, the pre-advertising strategy

1, advertising positioning

The early stage of ad positioning should be reasonably considered to facilitate the later advertising plan, as well as the specific implementation of the ad. It is recommended to use the advantages of the supporting services of the Southern Auto Expo Center as an advertising target.

2, advertising appeals

Use rational advertising appeals as the advertising appeal point, and use convincing facts to convince people so that in actual operation, it is conducive to the operation of advertising.

3. Advertising goals

In order to achieve the combination of advertising and other propaganda means before the opening, the Southern Auto Expo Center will be able to penetrate the hearts of the people before the opening and occupy a certain position in the market. The goal of advertising should be placed in various car dealers, as well as manufacturers and distributors of spare parts and car beauty, decoration, etc. Create a good reputation among them to enhance their value, in order to attract more customers to consult investment.

V. Media analysis

A. Among the many advertising media, Dongguan mainly focuses on several advertising media such as TV, newspaper, outdoor, internet and radio. Among them, the advertising effects of TV, newspapers and radio stations are more obvious, and the selectivity and pertinence are more prominent, and they can reach the customer directly. Outdoor advertising is slower, but it is easiest to establish a good corporate image.

B. In the audio advertising media, TV and radio have two languages: Cantonese and Cantonese. For advertising purposes, there is no big preference for programs in the two languages.

C. Media utilization should follow the overall strategy of advertising, staged delivery, closer to the target group, simplify the communication channels, and effectively use advertising resources.

Sixth, the media release plan

Delivery time media ad format ad delivery method note

In December 20XX, the Southern Metropolis Daily published a customized corporate image advertisement for auto specials, flyers, and gift advertisements to raise awareness and establish a good corporate image. Newspapers are delivered every other time,

In January 20XX, "Southern Metropolis Daily" automobile special issue, "Dongguan Daily" automobile special issue, and the construction of its own website. Corporate image advertising promotes good corporate image and expands influence. Newspapers are delivered every other issue

In February 20XX, "Southern Metropolis Daily" automobile special issue, "Dongguan Daily" automobile special issue, Shenzhen Special Zone News, and radio advertisements were transformed from corporate image advertisements to investment promotion advertisements to expand their influence within the scope of advertising targets. Received praise and improved reputation. The newspapers are released every other time, the radio twice a day, the production of outdoor advertising.

March 20XX "Southern Metropolis Daily" auto special issue, "Dongguan Daily" auto special issue, Shenzhen Special Zone Daily, Shenzhen Commercial Daily, Zhangmutou TV station, Dongguan three sets, outdoor, radio advertising, completion of the website construction corporate image advertising and investment investment The combination of advertisements attracts more merchants to consult the investment newspaper once a day, the radio four times a day, the release of outdoor advertising, and the TV commercial begins to be produced.

April 20XX "Southern Metropolis Daily" auto special issue, "Dongguan Daily" auto special issue, Shenzhen Special Zone Daily, Beijing West Railway Station led big screen, Shenzhen Business Daily, Zhangmutou TV station, Dongguan three sets, Jade Terrace, Pearl Tower, outdoor, radio Advertising, completion of website construction, magazine advertising. Investment investment advertising, soft text operations. Attract more merchants to visit, consult, invest in newspapers once a day on the radio four times a day, magazines, TV ads twice a day newspaper soft text operation, magazines depending on the actual situation

Seven, notes

This program is a car advertising planning book compiled by the advertising trading network. If there is anything wrong, further communication and deepening are needed in order to strive for perfection. Achieve the desired effect.


Part 3: Chery Automobile Advertising Plan

Chery Qiyun: Passion Motive Power

Qiyun: Originally referred to as the unique landscape formed by the snow blowing at the peak of Mount Everest, it is called the “qiyun” because it is shaped like a flag. It is known as the “highest wind vane in the world”.

Charm, on the court, is also in life.

Charm comes from the precipitation of personality. It allows the temperament to be smothered in the context of the game, and it also allows the cultivation to infect life when it shows taste. The Qiyun sedan is the world's famous driving force, built for the urban elite, the external boutique car temperament, the inner racing dynamic temperament, comfortable and elegant and passionate driving. Stretch between your stretches and stretch your charm.

Racing quality, Chery qiyun.

High-performance car, the choice of experts

The long-lasting charm of a car is not only a pleasing appearance, but also its pursuit of the essence of control. Just like the qiyun sedan, the powerful power, the handy control, the quality of the track tempered, the speed of galloping, it is calm and graceful.

Son of the East: Everything is under my control

The long road is long, the mediocre people follow, and the strong ones show their talents. Just because of wisdom and strength, I will always refuse to listen to people. Even if I am mad, I can still stand up and down. The son of the East perfectly matches the Mitsubishi 2.4-liter engine and the Mitsubishi INVEC-2 sports-smart manual-integrated shifting system. With the world's leading technology, the vehicle's mobility and control autonomy are greatly improved, and the power of the unconstrained power is in the palm of your hand. Let you fully appreciate the new realm of high-class cars.

QQ: Show me the true color Be myself

1) Confident and happy

Is the way to create your own creative life

Anything can be yours

But QQ is ours

2) Advocating personality

It’s a wonderful pop in the city.

Within the field of vision

Rate change fashion landscape