1、Mondeo Mega Dealer Meeting & Press Launch Proposal福特蒙迪歐經(jīng)銷商及媒體推介會(huì)提案Dec 4, 20192019年12月9日Key Contents主要內(nèi)容 Objective Objective 目的目的 Theme Theme 主題主題 Venue Recommendation Venue Recommendation 地點(diǎn)引薦地點(diǎn)引薦 Agenda & Key ElementsAgenda & Key Elements 日程及要素日程及要素 Team StructureTeam Structure 任務(wù)團(tuán)隊(duì)任務(wù)團(tuán)隊(duì)

2、 Budget SummaryBudget Summary 預(yù)算預(yù)算 Next Step Next Step 下一步任務(wù)下一步任務(wù)Objective目的To build up Ford & Chang An Ford& Mondeo brand image 樹立福特,長安福特以及蒙迪歐的品牌籠統(tǒng)To well communicate the Mondeo To well communicate the Mondeo launch plan to the dealers, and encouragelaunch plan to the dealers, and encourage

3、Team work to achieve great successTeam work to achieve great success 向經(jīng)銷商傳達(dá)蒙迪歐上市方案向經(jīng)銷商傳達(dá)蒙迪歐上市方案, ,鼓勵(lì)經(jīng)過團(tuán)隊(duì)協(xié)作爭(zhēng)取更大勝利鼓勵(lì)經(jīng)過團(tuán)隊(duì)協(xié)作爭(zhēng)取更大勝利To create PR Buzz, To create PR Buzz, and generate favorable and generate favorable PR coverage from the very beginningPR coverage from the very beginning 在上市初期營造公關(guān)熱點(diǎn)，在上市初期營造

4、公關(guān)熱點(diǎn)，爭(zhēng)取大量正面公關(guān)報(bào)道爭(zhēng)取大量正面公關(guān)報(bào)道To establish dealers / PressTo establish dealers / Press confidence and excitementconfidence and excitement in Mondeo launch in Mondeo launch 建立并激發(fā)經(jīng)銷商建立并激發(fā)經(jīng)銷商, ,媒體對(duì)媒體對(duì)蒙迪歐上市的自信心和熱情蒙迪歐上市的自信心和熱情Theme主題“耀世而出，風(fēng)光無二福特蒙迪歐經(jīng)銷商/媒體推介會(huì)Brilliant Launch, Unrivalled SceneryFord Mondeo Deale

5、r / Press Launch Meeting Supports支持點(diǎn)MondeoChangan FordFlagship Product In China蒙迪歐-長安福特的旗艦產(chǎn)品Grandiose Natural Landscapes宏偉的自然景觀Ford Heritage福特百年精華German Design出眾的德國設(shè)計(jì)CAF Strong JV強(qiáng)大的合資企業(yè)+High tech & Impact Lighting & AV effects高科技，光輝四射,有震撼力的燈光，影像，音效Exciting & Memorable product “Touch &am

6、p; Feel激動(dòng)人心的,難忘的產(chǎn)品體驗(yàn)閱歷耀世而出耀世而出風(fēng)光無限風(fēng)光無限Brilliant Brilliant Launch, Launch, Unrivalled Unrivalled SceneryScenery Expected Outcome of Mega Dealer Meeting 經(jīng)銷商 大會(huì)的溝通重點(diǎn) Reinforce of Ford Primary & Mondeo Brand Image福特品牌,蒙迪歐產(chǎn)品籠統(tǒng) Mondeo brand value &Product competitive advantage宣傳蒙迪歐品牌價(jià)值及產(chǎn)品競(jìng)爭(zhēng)優(yōu)勢(shì)2019

7、Mondeo Launch Plan 宣布2019年蒙迪歐上市方案Team work to achieve great success in 2019團(tuán)隊(duì)協(xié)作爭(zhēng)取2019年更大勝利Product Unveil Ceremony 產(chǎn)品揭幕儀式Business Meeting 商務(wù)會(huì)議Test Drive Demo 車手扮演，試乘試駕Competitor Review /Team Building竟?fàn)幤放票容^團(tuán)隊(duì)活動(dòng) Entertainment 余興節(jié)目 POSM 活動(dòng)宣傳資料Exciting & InterestingLearning Process振奮人心,有興趣的學(xué)習(xí)過程 Expec

8、ted Outcome of Press Launch 媒體發(fā)布會(huì)的溝通重點(diǎn) Reinforce of Ford Primary & Mondeo Brand Image福特品牌,蒙迪歐產(chǎn)品籠統(tǒng) Mondeo brand value &Product competitive advantage宣傳蒙迪歐品牌價(jià)值及產(chǎn)品競(jìng)爭(zhēng)優(yōu)勢(shì)Establish good relationship with core media 與中心媒體建立良好關(guān)系?Product Unveil Ceremony 產(chǎn)品揭幕儀式Test Drive Demo 車手扮演，試乘試駕Competitor Review竟

9、爭(zhēng)品牌比較 Entertainment 余興節(jié)目 POSM 活動(dòng)宣傳資料Exciting & Interesting Communication Process振奮人心,有興趣的溝經(jīng)過程 Mega Dealer Meeting & Press Launch Agenda經(jīng)銷商會(huì)議及媒體上市發(fā)布會(huì)議程Proposed Date 引薦日期:Mega Dealer Meeting 經(jīng)銷商大會(huì): Feb 6/7/8Press Launch 媒體發(fā)布會(huì): Feb 8/9/10Day 1 第一天Reception & Check-in 接待,報(bào)道Product Unveil 產(chǎn)品揭

10、幕Product Intro. & display 產(chǎn)品引見,展現(xiàn)Gala Dinner 晚宴“Liang jiang si hu Sightseeing 兩江四湖游Day 2 第二天Group Business Meeting 分組商務(wù)會(huì)議 (dealer only)Test Drive Demo 場(chǎng)內(nèi)試車 G1-Long Distance Test Drive 試乘試駕 (or G2-Lijing cruise) 游輪觀光Impression Liu Sanjie 劉三姐扮演Day 3 Day 3 第三天第三天 G1- Sightseeing TourG1- Sightseeing

11、 Tour 景點(diǎn)觀光景點(diǎn)觀光 (or G2-Long Distance (or G2-Long Distance Test Drive Test Drive 試乘試駕試乘試駕) ) Check out Check out 返程返程桂林國際會(huì)展中心Guilin International Convention CenterC-2Product Unveil Ceremony產(chǎn)品揭幕儀式Product Unveil Ceremony產(chǎn)品揭幕儀式入場(chǎng)，暖場(chǎng)情景帶入場(chǎng)，暖場(chǎng)情景帶 Welcome address, mood tape產(chǎn)品亮相產(chǎn)品亮相 Product unveil嘉賓致辭嘉賓致辭 VIP

12、 speech祝賀短片祝賀短片 Congratulation VCR多媒體產(chǎn)品引見多媒體產(chǎn)品引見 Multi-media product introduction汽車展現(xiàn)汽車展現(xiàn)+ 酒會(huì)酒會(huì) Car display + Cocktail Reception蒙迪歐品牌定位蒙迪歐品牌定位 Mondeo Brand Positioning蒙迪歐產(chǎn)品引見蒙迪歐產(chǎn)品引見 Mondeo Product Introduction蒙迪歐上市方案蒙迪歐上市方案Mondeo Launch PlanGroup Business Meeting & Square Test Drive分組商務(wù)會(huì)議及試車第一組第

13、一組:經(jīng)銷商總經(jīng)理及銷售經(jīng)理經(jīng)銷商總經(jīng)理及銷售經(jīng)理 Group A: Dealer GM & Sales Manager第一組第一組:經(jīng)銷商效力經(jīng)理及其他人員經(jīng)銷商效力經(jīng)理及其他人員Group B: Dealer Service Manager & Others9:00-10:30 Competitive Advantage Review 競(jìng)爭(zhēng)優(yōu)勢(shì)分析競(jìng)爭(zhēng)優(yōu)勢(shì)分析 Teambuilding 團(tuán)隊(duì)活動(dòng)團(tuán)隊(duì)活動(dòng) /Car Demo & Square Test Drive 場(chǎng)內(nèi)駕駛扮演及試車場(chǎng)內(nèi)駕駛扮演及試車 (rotate 輪換輪換9:00-10:30Business Me

14、eting 商務(wù)會(huì)議商務(wù)會(huì)議 Customer Satisfaction Issues & Improvements 客戶稱心度現(xiàn)況分析及改良客戶稱心度現(xiàn)況分析及改良10:50-12:30Business Meeting 商務(wù)會(huì)議商務(wù)會(huì)議Mondeo Launch Dealer Preparations 蒙迪歐上市經(jīng)銷商預(yù)備蒙迪歐上市經(jīng)銷商預(yù)備Fiesta 2019 Product Plan 嘉年華嘉年華2019年產(chǎn)品方案年產(chǎn)品方案10:50-12:20Competitive Advantage Review 競(jìng)爭(zhēng)優(yōu)勢(shì)分析競(jìng)爭(zhēng)優(yōu)勢(shì)分析 Teambuilding 團(tuán)隊(duì)活動(dòng)團(tuán)隊(duì)活動(dòng) /Ca

15、r Demo & Square Test Drive 場(chǎng)內(nèi)駕駛扮演及試車場(chǎng)內(nèi)駕駛扮演及試車 (rotate 輪換輪換Gala Dinner & Performance晚宴及扮演嘉賓到場(chǎng) Welcome addressVIP指點(diǎn)致辭 VIP speech用餐(Dinner):扮演 performance-Broadway Dancing背景音樂 Music 游戲/抽獎(jiǎng) Game/ lucky draw上演,祝酒歌 Toast Song游戲/抽獎(jiǎng) Game/ Lucky draw上演-珠寶秀 Performance- Jewelry Show卡拉OK Kara OK 酒店外新車展現(xiàn)

16、Hotel Car DisplaySquare Test Drive場(chǎng)內(nèi)試車甲天下廣場(chǎng) Jia Tian Xia Plaza展車區(qū)Car display休憩區(qū)Lounge試車、扮演區(qū)Car Racer demo /Test drive (competitors side by side)60米150米入口Square Test Drive場(chǎng)內(nèi)試車長途試車/游船道路Test Drive/ Lijiang Cruise甲天下廣場(chǎng) Jia Tian Xia Plaza收費(fèi)站 Ticket station報(bào)安Bao An換乘點(diǎn)/ shift stop 月亮山 Moon Mountain團(tuán)體照富安酒店

17、Fu An Hotel15km20km35km6km甲天下廣場(chǎng) Jia Tian Xia Plaza竹江碼頭 Zhu Jiang Port 陽朔碼頭 Yang Shuo Port富安酒店 Fu An Hotel50分鐘車程/50 min by bus4小時(shí)船程/4 hrs by cruise10分鐘車程/10 mins by car長途試車/游船道路 Test Drive/ Lijiang Cruise富安酒店 Fu An Hotel月亮山 Mt. Moon報(bào)安 Bao An換乘點(diǎn)/ shift stop 收費(fèi)站 Ticket station甲天下廣場(chǎng) Jia Tian Xia Plaza6k

18、m35km20km15km富安酒店 Fu An Hotel 世外桃源 Shi Wai Tao Yuan甲天下廣場(chǎng) Jia Tian Xia Plaza30分鐘車程30 mins by car50分鐘車程50 mins by carImpression Liu Sanjie劉三姐扮演Dealer Kit & Press Kit經(jīng)銷商禮包及媒體禮包Dealer Kit / 經(jīng)銷商禮包POSM / 資料Badge / 胸卡Material folder / 資料夾Shoping Bag / 手提袋Uniform / 制服Gift / 禮品 (scale model)Meeting docum

19、ent folder /文件夾Agenda / 議程Test drive guideline / 試車指南Group indication / 團(tuán)隊(duì)分組Press Kit / 媒體禮包+PR release / 媒體發(fā)布CD-RTeam Structure & Responsibility團(tuán)隊(duì)構(gòu)造以及職責(zé)范圍 Hotel Arrangment酒酒店店統(tǒng)統(tǒng)籌籌Catering餐餐飲飲Reception接接待待Meeting Documents & Dealer Kit資資料料C Co on nf fe er re en nc ce e C Co om mm mi it tt te

20、 ee e T Te ea am m / / 會(huì)會(huì)務(wù)務(wù)組組Hao xiangbo / JudyProduct Launch Ceremony上上市市發(fā)發(fā)布布會(huì)會(huì)Gala Dinner Preformance晚晚宴宴Test Drive試試乘乘試試駕駕Impression Liu Sanjie劉三姐表演E Ev ve en nt t T Te ea am m / / 活活動(dòng)動(dòng)組組Keynes / ZhangYiK Ke ey y C Co oo or rd di in na at to or r統(tǒng)統(tǒng)籌籌組組Sally / Keynes / JoJoT Te ea am m L Le ea ad

21、de er r / / 領(lǐng)領(lǐng)導(dǎo)導(dǎo)組組Ming / Mr.li / Emmy /ChesterPreparation Schedule前期預(yù)備時(shí)間安排Production / Performance Preparation PeriodDec.11 Jan. 21制造 / 扮演預(yù)備階段2019年12月11日 2019年1月21日On-site Team Coordination /Production Quality Control/ Rehearsal PeriodJan 29 Feb 4現(xiàn)場(chǎng)團(tuán)隊(duì)磨合/ 制造質(zhì)量的控制/ 彩排階段2019年1月29日-2月4日Dealer Meeting Period Feb 5 8經(jīng)銷商大會(huì)期間2019年2月5日 8日 Nov Dec Jan Feb2