1、奧迪C6上市廣告策略建議 Advertising strategy proposal of Audi C6 launch2005年4月30日 April 30, 2005C6上市的核核心任務務：繼續保持持A6在C級豪華車車市場的的領先地地位和份份額優勢勢Core taskofC6launch:tomaintainA6s leadershipand marketshareinC segmentofluxury sedan圍繞C6的核心任任務，我我們著重重考慮了了四大重重要關系系：Basedonthecoretask of C6,weconsidered 4key relationshipsC5與

2、C6的關系RelationshipbetweenC5andC6品牌形象象與銷售售的關系系Relationshipbetweenbrandimageandsales形象與產產品力的的關系RelationshipbetweenimageandproductfeaturesC6與競品的的關系RelationshipbetweenC6andcompetitors對C6上市的整整體思考考Overall considerationonC6launchC5與C6的關系RelationshipbetweenC5andC6對目前A6市場狀況況的思考考Considerationsontemporarymarket

3、 backgroundofA6現狀：C5、C6銷售互相相牽制Current status:C5collidedwithC6onsalesC5庫存壓力力猶在C5stillfacesthepressurefromtheheavystock消費者開開始觀望望等待C6上市Consumerscametopostponetheirpurchaseawaitingthelaunch of C6問題：A6長時間沒沒有市場場聲音Problem:Long marketingvoiceabsence of A6對C5消化庫存存不利Badfor thesalesofstocked C5 cars對A6維持影響響力不利

4、利Badfor maintaining marketinfluenceofA6對C6聚攏人氣氣不利Badfor gatheringofC6prospects給寶馬、皇冠、天籟擴擴大影響響以可乘乘之機OpportunityforBMW,CrownandTeanatoexpand share建議1：推出C6，解圍C5ProposalI:launch C6 to easeC5以C6配額帶動動向經銷銷商壓貨貨C5EncouragedealersstockingC5byrewards of C6 quota以C6經銷商加加價行為為襯托C5的性價比比優勢Reflect thevalueformoneyad

5、vantage of C5 by dealershipprice-rising of C6同時解決決了C6上市等待待C5銷售的被被動局面面Solveproblemsofboth prospectspostponing purchase andplainC5sales建議2：速推C5，解圍C6ProposalII:speedthe sales of C5 to easeC6以C6配額向經經銷商壓壓貨C5EncouragedealersstockingC5byrewards of C6 quota對外宣布布C6不定期推推遲上市市Announcetheunlimited postponingofC6

6、slaunch同時加大大C5促銷的宣宣傳Reinforcethe promotioncommunication of C5待C5銷售進入入尾聲上上市C6LaunchC6inthe endofthesalesofC5對目前A6市場狀況況的思考考Considerationsontemporarymarket backgroundofA6品牌形象象與銷售售的關系系RelationshipbetweenbrandimageandsalesC6上市的挑挑戰Challenges to thelaunchofC6豪華車市市場競爭爭激烈Fiercecompetitioninthe marketofluxury

7、sedan豪華車需需求增長長幅度有有限Limited increase of themarketC6上市肩負負著拉升升價位和和打開銷銷量的雙雙重任務務Thelaunch of C6 servestwotasksofraisingthepriceand extendingthesales品牌形象象能否推推動C6超越C5再上新高高度？Isbrandimagecapable of enhancingC6tosurpass C5 andreachnewheights?塑造C6品牌形象象的必要要性thenecessity of building C6sbrandimage品牌形象象能推動動C6再上新高高

8、度BrandimagecanenhanceC6toreachnewheights競爭對手手競相搶搶占形象象制高點點Competitorsfightforthe position of benchmarkimage品牌形象象是消費費者購買買決策的的重要依依據Brandimageisoneofthe keyconsiderationsinpurchasedecision形象建設設是奧迪迪品牌的的長期戰戰略Imagebuildingisamongthelongterm brand strategy of Audi上市廣告告首先在在熟悉階階段發揮揮作用，電視廣廣告的作作用最大大Launchads wo

9、uld firstlyfunctionthroughouttheacquaintance stage while TVCwasthe priority熟悉階段段Acquaintance考慮階段段Consideration電視廣告TVC上網查詢Internet 車展Auto Exhibition朋友/親屬介紹Friend / Relative報紙廣告Newspaper經銷商/銷售人員介紹Retailer / Sales報紙文章Newspaper Editorial雜志文章Magazine Editorial%朋友/親親戚介紹紹Friend/Relative經銷商/銷售人員介紹紹Retailer/

10、 Sales車展Auto Exhibition上網查詢詢Internet電視廣告告TVC雜志文章章MagazineEditorial報紙廣告告NewspaperAds汽車廠家家舉辦的的各種推廣廣活動MarketingCampaign報紙文章章NewspaperEditorial%經銷商/銷售人員介紹紹Retailer/ Sales車展Auto Exhibition汽車廠家家舉辦的的各種推廣廣活動MarketingCampaign朋友/親親戚介紹紹Friend/Relative上網查詢詢Internet報紙廣告告NewspaperAds雜志文章章MagazineEditorial%體驗試駕駕階段

11、Experience經銷商/銷售人員介紹紹Retailer/ Sales朋友/親親戚介紹紹Friend/Relative汽車廠家家舉辦的的各種推廣廣活動MarketingCampaign車展Auto Exhibition上網查詢詢Internet電視廣告告TVC去汽車銷銷售店自己看GotoDealerShop%獲取有效效信息ObtainEffective Info數據來源源:AC尼爾森04年奧奧迪專項項調查Source: AC NielsenY04 customizedresearchfor Audi競品借助助電視廣廣告搶占占宣傳制制高點Howdoescompetitorsads fight

12、fortheinitiative?Source: AC尼爾森2003奧迪專專項調查查競品電視視廣告策策略CompetitiveTVCstrategy高檔轎車車上市電電視廣告告案例ILaunchTVCsofpremium sedanscase I寶馬5系、凱迪迪拉克、別克榮榮御三品品牌上市市期間，電視廣廣告內容容均以品品牌理念念為導向向，傳播播感性內內容Judging thelaunchcampaigns of BMW5 series,CadillacCTS andBuickRoyaum, TVCswereemotionallyimage-oriented.寶馬5系BMW5series凱迪拉克克

13、CadillacCTS榮御Royaum高檔轎車車上市電電視廣告告案例IILaunchTVCsofpremium sedanscase II皇冠品牌牌上市期期間，推推出相同同理念兩兩套電視視廣告，分別以以產品內內外設計計特色支支持品牌牌形象的的建立ToyotaCrownappliedtwolaunch TVCs, which werebrandimage.天籟上市市電視廣廣告突出出產品信信息，通通過產品品特色的的展示幫幫助樹立立形象thelaunch TVCofTeanahighlightedproduct features,soastobuildupthebrandimage.高檔轎車車上市電

14、電視廣告告案例IIILaunchTVCsofpremium sedanscase III競品后續續廣告策策略Competitivesuccessive strategy后續階段段廣告案案例ISuccessive ad caseI上市階段段：新不不可測；全新車車型Launch: unpredictablenew;allnew productseries后續階段段：勢不不可擋；動力強強勁Successive:prevailing power;marvelouspower凱迪拉克克廣告堅堅持以形形象為主主，兼帶帶傳播產產品特色色Cadillacadsfocusedonimagewith relati

15、ve productfeaturesupports.后續階段段廣告案案例IISuccessive ad caseII上市階段段：生活活工作雙雙重享受受,超凡座駕駕Launch: doubleenjoymentfromlife andwork;superbcar后續階段段：更多多車型選選擇Succession:more packageoptions寶馬形象象廣告持持續時間間較長，逐漸過過渡到產產品廣告告BMWimage-orientedadssustained fora longperiod andshifted to productads gradually后續階段段廣告案案例IIISucce

16、ssive ad caseIII上市階段段：超凡凡登場：V6發動機、時尚設設計Launch: superbdebut;V6engine,trendydesign后續階段段：年度度車大獎獎：V6發動機、時尚設設計Launch: caroftheyear;V6engine,trendydesign天籟平面面廣告突突出傳播播產品特特色，并并以此樹樹立形象象Teanaadsfeaturedproducttobuildimage品牌形象象對于豪豪華車購購買極為為重要Brandimageisvitaltothepurchaseofpremiumsedan從消費者者調研中中，我們們發現Basedoncons

17、umerresearches：對品牌形形象的評評價和最最初對產產品整體體印象的的評價是是密不可可分的（Ipsos車型調研研）Consumers perceptions on brand image areclosely linkedtooverall productimpression.(Car research by Ipsos)“對產品品的感覺覺不可能能和品牌牌分開說說。”“Experiencesfromtheproductshouldntbeseparated fromthe brand”奧迪吸引引消費者者購買的的主要動動力在于于奧迪的的品牌形形象（ACNielsen品牌調研研）Keyc

18、onsumerpurchasetriggerofAudi liesinits brand image(BrandresearchbyACNielsen)“大氣穩穩重、高高科技、代表成成功、質質量好。”“Elegantandsteady,hi-tech,symbolofsuccess,finequality”產品性能能是作為為品牌形形象的支支持點被被看待的的（Ipsos車型調研研）Product performance wastakenasa supporttobrandimage(Car research by Ipsos)“這些配配置就是是這檔次次車應該該有的。”“Theseequipmen

19、tsshouldbenecessitiestocarsofthis segment.”品牌形象象對于豪豪華車購購買極為為重要Brandimageisvitaltothepurchaseofpremiumsedan奧迪品牌牌策略更更注重感感性因素素Audi brand strategy withmorestressonemotional elements情感/品牌形象象Emotional/Brandimage產品特性Product features顧客利益Customer benefits顧客利益益Customerbenefits產品特性性Product features中國長期期市場戰戰略Lo

20、ng-termMarketing Strategy in China過去Past將來Future情感/品牌形象象Emotional/BrandimageC6如何實踐踐奧迪品品牌？HowdoesC6availAudi brand value?把握奧迪迪品牌精精髓：進取突破破Brandessence:ProgressiveBreakthrough(AudiVorsprung)完成奧迪迪品牌使使命：最進取的的豪華品品牌Brandmission:ThemostprogressiveluxurybrandC6產品定位位：最進取的的公商務務座駕C6product positioning:Themostpr

21、ogressivebusinesssedanC6傳播平臺臺：創想改變變未來C6communication platform:Thinkfuture品牌形象象與產品品力的關關系Relationshipbetweenbrandimageandproductfeatures品牌形象象與產品品力是相相輔相成成的關系系BrandimagecanenhanceC6toreachnewheights品牌形象象是產品品力的人人性化表表現形式式Brandimageisthecharacterizedpresenceofproduct features產品力是是品牌形形象成立立的基礎礎Brandimageisbu

22、iltonproduct features品牌形象象、產品品力共同同形成品品牌價值值Brandimageandproductfeature together makebrandvalue“創想改改變未來來”的的理念內內涵Essences of the“Thinkfuture”brandingplatform形象力Imagevalue激發偏好好、提升升價格Intriguepreference,elevate price產品力Product value證明形象象、刺激激嘗試Imagetestimony, inviteexperiencing感性Emotional“創想改改變未來來”與車主需需求的深

23、度共鳴鳴“Thinkfuture”highlycorrespondswiththetargetsneeds理性Rational“創想改改變未來來”體現出的的在C級車的強強勢賣點點“Thinkfuture”demonstratesour great advantageinC segment品牌形象象主導產品品形象Brandimagedriveproduct image個人能力力Personalcompetence豪華Luxury革新Innovation動感Dynamic品質Quality設計Design空間Package成就Achievement社會承認認Socialrecognition尊重、

24、權權力RespectPower政府機構構用車Govt.sector私人用車車Private sector自我實現現HigherSelf-esteemEndBenefitBrandImageProductImageSupportC6上市廣告告執行7月初- 8月初上市期第一波確確立形形象突破性的的領導品品牌，給給突破性性的領導導者突破性觀觀念+突破性產產品C6：創想改改變未來來第二波切切入產產品突破性的的產品功功能，給給突破性性的領導導者銷售期8月中- 12月Advertisement executionofC6launchJul. Aug.Launchphase1stwave:imageesta

25、blishmentBreakthroughleadingbrandforbreakthrough leaderBreakthroughideology+BreakthroughproductC6:Thinkfuture2ndwave:appliance of productBreakthroughproductequipments forbreakthroughleadersSalesphaseAug. Dec.C6廣告執行行7月初- 8月初上市期創想改變變未來TVC路牌商務手冊冊突破的理理念展廳布置置主題媒介第一波：整體確確立品牌牌形象報紙、雜雜志突破理念念的車Advertisement e

26、xecutionofC6launchJul. Aug.LaunchphaseThinkfutureTVCOutdoorBusinessbrochureBreakthroughideologyShowroom,POPThemeMedia1stwave:overallestablishment of brand imageNewspaper, magazineBreakthroughcarC6廣告執行行8月初- 12月底銷售期創想改變變未來第二波：以品牌牌形象切切入產品品TVC路牌商務手冊冊突破的理理念產品手冊冊主題媒介報紙、雜雜志MMI突破的操操控突破的安安全4.2quattro高速表現現C6廣

27、告執行行Aug. Dec.SalesphaseThinkfuture2ndwave:appliance of productleveragingonbrandimageTVCOutdoorBusinessbrochureBreakthroughideologyProduct brochureThemeMediaNewspaperbrochureMMIBreakthroughcontrolBreakthroughsafetyHispeedperfomance of 4.2quattroC6如何超越越對手的產品亮點？HowdoesC6exceedcompetitorsonproduct featu

28、res?C6如何超越越對手亮亮點？HowdoesC6exceedcompetitorsonproductfeatures?不同地區區、不同同時期，C6面對的競競爭對手手可能各各有不同同。C6s competitors varyregarding differentregions andtimes.可考慮利利用地方方媒體、線下媒媒體，制制作具有有針對性性的廣告告，形成成對主要要媒體的的補充。Take regional media andPRcommunication as supplementarytothe mainstreammediatomaketheads morefocused.C6對

29、手亮點點對比（標配）Comparisonswith competitors (standardequipment)外觀Exterior安全配置Safety高速穩定性Hi-speed steadiness人性化配置Ergonomics內飾感受InteriorC6大家風范Magnificent/ mightyESP Sideguard智慧 wisdom（運動底盤、四驅、空氣懸架）MMI太陽能天窗無鑰匙系統寬敞 roomy嚴謹seriousBMW 5強悍時尚Aggressive/ fashionDSC完美 perfect（發動機縱置、后驅、前后等重）iDrive優雅elegant動感dynamicB

30、enz E經典時尚Classic/ fashionSBCPreSafe完備 fully equipped（后驅、ADC空氣懸掛）四區空調4 zone air condition優雅elegant輕快swiftCrown韻味Elegance膝部氣囊knee airbag達標standard（后驅）觸摸屏Touchable screen后座至上rear comfort安靜 quietC6如何對抗抗BMW5？HowdoesC6counter BMW5 series?寶馬5的賣點：品牌地地位、專專業成功功人士定定位、駕駕駛性能能BMWkey why-buys:brandstatus, brand positioning on successfulprofessionalsanddrivingperformance寶馬5的劣勢：后座空空間不夠