一汽大众CC上市试乘试驾活动整合营销方案.ppt

一汽-上市试乘试驾活动整合营销方案
FAW - VW The North Listing Test Drive Integrated Marketing Program
项目背景
项目目标
项目策略
项目概述
项目安排
媒体计划
执行细节
目录 Contents
Project background
Project purpose
Project strategy
Project overview
Project arrangement
Media planning
Executive details
项目背景 Project background
上市发布会,面向全国媒体和经销商传递产品亮点,以及价格信息。
各地经销商结合产品调性、上市活动,特点。
July listed in Shanghai, for the national media and dealers deliver product highlights and price information.bined products characteristics , interest listed activities around the country, so that the media and consumers can know about characteristics .
项目目的 Purpose
上市信息,北区范围的知名度
为“优雅动感的高级轿车”,建立大众品牌旗舰车型形象
优雅动感的魅力设计,与众不同的产品气质
提升一汽-大众大众品牌整体形象
支持销售,加速完成北区销量目标
listed information, established a awareness  as "elegant and sporty sedan" established VW brand's flagship model elegant dynamic design, distinctive product qualities Enhance the FAW – VW the overall brand image Support the sales for the whole year sales targets
对于活动重要性的认识
Awareness of the importance for activities
注:北区上市的一次重要工作——与媒体与区域VIP客户取得良好沟通,的优越性能和卓越品质,的真实的、正面的报道,从而达到对于行业、公众和消费者的有益引导,为CC上市做好传播延续工作。
Note: This test drive event north region listing’s major work – with the media and regional plete munication, so that guests can be fully aware of the superiority and excellent quality , in the media, issue the real positive reports about , to achieve the useful guide to the industry, the public and consumers, to make full warm- work list..
对于VIP客户及媒体人员的选择——务必精准有效
For selecting the guests and media personnel - must be accurate and useful
对于活动地点选择——务必新鲜有特色
For selecting activities venue – must be to have fresh and distinctive
对于参加活动嘉宾的接待——务必周到有礼
For the reception of guests – must be thoughtful and courteous
对于试乘试驾活动安排——优越性能
For arranging the test drive – must fully excellence performance
对于试乘试驾路线安排——的优雅动感
Arrangements for the test drive route - be sure to ‘s elegant dynamic
对于试驾之后的报道跟踪——务必紧密有节奏
For the after test drive report – must be close and