《一汽大众奥迪C6上市广告策略建议》.ppt

奥迪C6上市广告策略建议 Advertising strategy proposal of Audi C6 launch C6上市的核心任务：继续保持A6在C级豪华车市场的领先地位和份额优势 Core task of C6 launch: to maintain A6’s leadership and market share in C segment of luxury sedan 围绕C6的核心任务，我们着重考虑了四大重要关系： Based on the core task of C6, we considered 4 key relationships C5与C6的关系 Relationship between C5 and C6 品牌形象与销售的关系 Relationship between brand image and sales 形象与产品力的关系 Relationship between image and product features C6与竞品的关系 Relationship between C6 and competitors C5与C6的关系 Relationship between C5 and C6 对目前A6市场状况的思考Considerations on temporary market background of A6 现状：C5、C6销售互相牵制 Current status: C5 collided with C6 on sales C5库存压力犹在 C5 still faces the pressure from the heavy stock 消费者开始观望等待C6上市 Consumers came to postpone their purchase awaiting the launch of C6 问题：A6长时间没有市场声音 Problem: Long marketing voice absence of A6 对C5消化库存不利 Bad for the sales of stocked C5 cars 对A6维持影响力不利 Bad for maintaining market influence of A6 对C6聚拢人气不利 Bad for gathering of C6 prospects 给宝马、皇冠、天籁扩大影响以可乘之机 Opportunity for BMW, Crown and Teana to expand share 对目前A6市场状况的思考Considerations on temporary market background of A6 建议1：推出C6，解围C5 Proposal I: launch C6 to ease C5 以C6配额带动向经销商压货C5 Encourage dealers stocking C5 by rewards of C6 quota 以C6经销商加价行为衬托C5的性价比优势 Reflect the value for money advantage of C5 by dealership price-rising of C6 同时解决了C6上市等待C5销售的被动局面 Solve problems of both prospects postponing purchase and plain C5 sales 建议2：速推C5，解围C6 Proposal II: speed the sales of C5 to ease C6 以C6配额向经销商压货C5 Encourage dealers stocking C5 by rewards of C6 quota 对外宣布C6不定期推迟上市 Announce the unlimited postponing of C6’s launch 同时加大C5促销的宣传 Reinforce the promotion communication of C5 待C5销售进入尾声上市C6 Launch C6 in the end of the sales of C5 品牌形象与销售的关系 Relationship between brand image and sales C6上市的挑战Challenges to the launch of C6 豪华车市场竞争激烈 Fierce competition in the market of luxury sedan 豪华车需求增长幅度有限 Limited increase of the market C6上市肩负着拉升价位和打开销量的双重任务 The launch of C6 serves t