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Elysee PR communication plan for Elysee

05????????? objective. ??05???????????,????????????Help Elysee smoothly insert to markets, set up consumer's cognition????????,??????????????????????????Fund up the understand of Elysee and citron brand through to user's experience of product. ?????,???05???????How to launch Elysee as a change fund car?.

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Elysee PR communication plan for Elysee

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    1. ????????? Elysee PR communication plan for Elysee ???????? ?? ?? ?? ?? Dec.13-04

    2. 05????????? objective ??05???????????,???????????? Help Elysee smoothly insert to markets, set up consumer's cognition ????????,?????????????????????????? Fund up the understand of Elysee and citron brand through to user’s experience of product

    3. ????????? research report

    4. ???3000 Santana 3000

    5. ???? ????? ?2003??????,??12?~18?????1.8????????? ???????????????? 3000???2000? ?????20??2000????10???,????????????????--?????????????????? ?????????????,???????????????????????????????

    6. background Intermediate market Since the second half of 2003, intermediate cars what the price of 120-180thousand Yuan, displacement 1. 8 liters has already begun to become the main-consumption of the domestic car market 3000 replace to 2000 The moment of the general Santana came out 20 years, 2000 types have gone into operation 10 years, Santana as the top selling car was facing the decline of the products and wearing out market Shanghai Volkswagen hoped to rebuild the Santana brand through reflash style of car,

    7. Step one

    8. ???3000-????? step two

    9. ???3000-????? step three

    10. ???3000-????? step three

    15. ???3000?????? ??: ???3000????,?????????“3000??”,??????? ?3000???,?????????2000????????????, ????????????????????,?????:“???? ?,???2000????”?????????????,?????? ????2000??????????????????,?????? ???????????,?????;?????2000?????? ???,??3000?????,?3000??????????? ????????,??????????????????????? ?????

    16. Before Santana 3000 come into the market,all countries had a imagination of 3000, The national medias all pay attention to the specific of the product--what change of the face?whether the 2000 stop production? Have attracted consumers' height attention and interest .when the result clear revelation: “more offers but same price”, the simple action of reduce the price of Santana 2000, dressed up as the issue of the new products Santana 3000, Guide everybody interest in the upgrade new style what was not appearing yet, build mystique.and also made a picture that the times represented by Santana 2000 is over,Santana 3000’s times coming, Push the position of 3000 to another culmination This is a integrity and typical PR communication,but the case’s weakness is Users experience and products contrast not enough

    17. ??? New Jetta

    18. ???? background ????: introduction: ???????“??”??????????????? The fashion person all don’t like the never change’s image--“plain” ???????3???????,??????????,??????????? Jetta has already gone through 3 great technological innovations, has totally trended towards the pragmatism, accord with consumers' need at that time. ??????2002?2?????,????3?????,???-?????????????????????????,???????? The new Jetta's project was started in February 2002, the investment was 300 million Yuan, the Faw- Volkswagen and German Porsche develop together in two years, finish together in Changchun.

    19. ????: Marketing: ??????? 2000 ?????,???????????????????????????,???????????????????? New Jetta launch out later than Fukang and Santana 2000,it’s already in people's expectation.but out of expectation,it come into the market so fast and improved so many ??????????????,????????????????????????? In Chinese market right now,consumers require to more humanization of the appearance and other dispositions

    28. ??: ????????????,????????,????????? ????????????“??”.?????????“21?????”, ?????????.?????????????????????? ?????? ????????????,??????????????.???? ???????.

    29. Comments: New Jetta has done much PR work in pre-launch Period, and it has left much deep impressions on the mass. Many communications channel has been used in its work and has succeeded. It has not excitated the targeted consumers,The schedule is not reasonable.

    30. ?????????

    31. Communication models

    32. 05????????? How to launch

    33. 05???????????? ???????????????,?????????; ?????????????,?????????,???????????; ??????????????????,???????????

    34. Challenge Consumers tired in Elysee,non-change for a long time point is not outstanding of past selling,key message was too much, did not left the deep impression ; Consumers can not know clearly what is product from France, the loyalty to the products brand is low.

    35. 05?????????

    36. objective

    37. Key message Key message: 05?????????????????????????,????????,?????????????????????????????????????????????“?????????????”?????? Elyess 05 not only improved but also keeping outstanding quality of the original products, can stand sampling, is totally passing the peculiar style of the Citroen car, and extending mother company’s , practical values. Become the key product that the Citroen made " first brand car of Chinese family from Europe ".

    38. ????05????? how to launch

    39. ????05???????

    40. what’s public interest of Elyess

    41. ??????

    42. Communication strategy model

    45. ??????

    46. Internal building in early period

    47. ????????(?)

    48. Main tactics action design I

    49. ??????(?) ???? ??:“??????????” ?????????(sina.com; sohu.com; tom.com; ??????)???????????05???????,?????????????????,??????????????? “05????????????”,???????????,??????????????,??05????????? PR?? ?????-???2005????——???? ????????2004????????????? ????????2005???????????,??“?????????????” ??????????????????????? ????:??????/??????????/?????????? ???2005??????? ??05????????????,????????????? ???????????????? ??????????????? ????:????????????

    50. Tactics action introduction I Communication through incident Theme:“What kind of Elysee do you want” Open special columns in the auto channel of major web media(sina.com; sohu.com; tom.com; Chinacars.com) to learn the consumers’ imagination on 05 version Elysee and educe a discussion on Elysee on the Internet by combination the discussion of netizens on Elysee products. Draw the attention of more users through “05 version Elysee new product Alias Solicitation Contest”, the winners will be invited to visit Wuhan-based workshop to see 05 version Elysee’s rolling of the production line. PR communication DCAD-Elysee’s brand strategy——high-level talk Summarize DCAD’s achievements in 2004 and views on the auto market 2004. Promulgate DCAD’s overall strategy and product planning 2005, forge “China’s premier family sedan brand from Europe” Disclose information on the new Elysee which is to be launched on the market and expectation on it from the company Media application: major auto media/ auto page of Beijing’s print media/auto channel of major web media 05 version Elysee is to be launched on the market Announce the news that the 05 version Elysee is to appear on the market, assume a most appealing price communication Elysee’s achievement in the Chinese market since its launching. Give prominence to its quality and brand connotation Media application:select broad media to cover and communicate

    51. ????????(?)

    52. Main tactics action design II

    53. ??????(?) ???? ??:05???????? ?????????(???????????????????????)???????????? ???????? ??:“?”???,??2005——?????05??????????? ??????????????????????? ?????????????,????????????,??????????????????,?????????????? ??:??????? ??????????????,?????????????????(?????????) ??:“???????”????????? ??????????????????????????,?????????????,???????????????? ?????????????? ??: “?????”?????????? ??????????????????????,?????????????????????????????,????????????05????? ??:?????????????? ????????????,????????,????,????

    54. Tactics action introduction II Communication through incident Theme:Ceremony for the rolling-off production lien of the 05 version Elysee Watch the ceremony by representative of the manufacturer, some users(winners in alias solicitation and ordering users, backbone member of club)and dealers representative Visit the workshop afterwards Theme :Check before delivery——Press conference for the launching of 05 version Elysee’ Representatives of the manufacturer, local government leaders, users representatives, media representatives and deals representatives Select an individualized site tallying with the brand culture of DCAD. Besides such senses as personality, fashion, grace and romance,perfection and elegance shall be reflected. Theme :national media test drive Hold in Beijing, Wuhan, Guangzhou and Shanghai, representatives of the manufacturer and key media in the coverage area (popular and auto media)

    55. Tactics action introduction II Theme :Volunteers’ test drive Representatives of the manufacturer, volunteers and key web media will participate, the cars will be drove along the Yangtze river to the terminal Shanghai and an awarding ceremony will be held in Shanghai. Full-course coverage by cooperative web media. Theme :Series activities of the “Home-like concerns” service 10, 000 li trip Carry out in DCAD’s special sales store. During the activity period, senior technicians will offer an all-round professional checking for the customers’ cars and offer professional consultation for free.If you fill in a questionnaire, you will win a chance to test drive 05 version Elysee. Theme :organize activity for DCAD car owner club Dealers will assist in the organization, new product exhibition, on-site instruction and free test drive will be organized at the same time.

    56. ??????(?) PR?? ????????????????????? ???????????????? ?????????,?????????? ?????????????????????????,????????? ?????????????? ???????(??????????) ???????????????????? ????????????????????? ???????????? ?????????????? ????????,???????????? ??05?????????? ?????????? ?????????BBS??,?????05??????????? ??????????????,?????????????????,?????? ???????????????,????05??????????,????

    57. Tactics action introduction II PR communication DCAD forges a performance/price ratio yardstick for a new generation of intermediate sedans Configuration, safety, energy-conservation, comfort in driving Improvement and uplifting of new functions, key benefit will be give prominence. Stress on DCAD’s design concept of putting use user first and pursuing a big performance/price ratio to meet users’ consumption psychology. Comparison test drive report with other similar car models Comprehensive performance/price ratio analysis(stress on the benefit of product improvement) Benefit of selecting international brand under the premise of products with similar functions. Stress that the Elysee brand deserves the users’ trust. Communicate in coordination with incident development Report news on various activities of DCAD Detailed introduction of activity contents, communication DCAD’s auto culture Stress on the core benefit of the 05 version Elysee Monitor media to learn the voice from the market Attach importance to the monitoring of BBS, disposal negative comments on the 05 version Elysee timely. Frequent communication with reports of the auto page of popular media, learn the views on the 05 version Elysee and intention in composing negative articles and dispose timely. Frequent communication with auto media, grasp voices from all aspects on the 05 version Elysee.

    58. ????????(?)

    59. Main tactics action design III

    60. ??????(?) ???? ??:?????? 05??????????????????? ??????????????,????????? ??:“???????”?????????? ???????????,????????? ?????????????????????????? ??: “?,??????”--- ??????????? ???????,??????? ?????????????????? ??:??????? ????????????,????? ????????????05???? ??:??????????? ???????????05????,???????????,?????? ?05???????????,???????? ??:????,???? ???????????????????? ??????????,???????????????????,????,??????????????

    61. Tactics action introduction III Communicate through incident Theme:Shanghai International Auto Expo 05 version Elysee will become a highlight in the expo Make target users approach to the product and learn the core benefit Theme :awarding ceremony for new car test drive Volunteers’ car push into the auto expo directly and make the expo to the climax Enable the target users learn DCAD’s culture and superb quality Theme :“love makes the car even more beautiful”--- Elysee interior fashion design contest Carry out the activity in coordination with web media Display the quality and brand connotation of premier family sedan in China. Theme :free test drive and luck draw Dealers will organize free test drive and lucky draw. Attract more users to learn and recognize the 05 version Elysee Theme :joint with IKEA to organize promotion Display a 05 version Elysee in IKEA, carry out planning and layout design in combination with the product display of works of internal fashion design contest. Let 05 version Elysee gear into the target user group and communicate its core value Theme :elegant life, wonderful translation Product display with other elegant product brands The collaboration suits with the product individuality. It can not only takes the advantage of the reputation of other brand, but the target group, therefore, twice result will be achieved with half effort.

    62. ??????(?) PR?? ?????05???????????? ??????????????? ??05????????,????,?????? ????????????????,??????? ???????:?????“???” 05??????????????? 05???????????? ????????????????? ?????:05??????????\??? ????????????,????????????? ?05????????????? ?????????????? ?????????????????\???? ????????????????????? ???????????????05?????????? ?????????? ?????????BBS??,???????05??????????? ????????????,???????????????,??????????????,???????? ?????????,??????????????,????????

    63. Tactics action introduction III PR communication DCAD 05 version Elysee is favored in Shanghai International Auto Expo Depict the energetic and passionate brand connotation of Elysee Give prominence to the elegant of the 05 version Elysee and the taste and outstanding performance/price ratio. Win unanimous praise from users in Shanghai International Auto Expo, expect it to forge further brilliance. Commentary article:Elysee guards “three old brands” The influence on the market from the appearance of 05 version Elysee Analysis of core benefit of the 05 version Elysee. Position of Elysee and DCAD in the industry. Comparison communication:target rivals of the 05 version Elysee Excel\Elantra Give prominence to the core improved points through the comparison communication with the rivals Analysis of the functional technology of the 05 version Elysee

    64. Tactics action introduction III Media communication through incidents Concern and communicate news on various activities\test drive report of DCAD Pay attention to the warm-up communication and post-event comments Give prominence to the brand value and the core benefit of the 05 version Elysee Monitor media to learn the voice from the market Attach importance to the monitoring of BBS, disposal wrong comments on the 05 version Elysee timely. Frequent communication with reports of print media, inform dynamic of DCAD to them to let them understand DCAD and acquaint with the product to facilitate a positive. Gather voices from media and report them to DCAD after summing up and analysis to enable an appropriate disposal.

    65. ???????? ??????: ???? ???? ?????? ???? ?????? ????

    66. Combination of communication types Media communication type: ?Information ?Correspondence ?Photo News photo ?Commentary ?In-depth coverage ? Exclusive interview

    67. ????????

    68. Combination of communication types

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