灵智大洋广告-VolvoRegionalMeeting解读.PPTVIP

Euro RSCG International Euro RSCG International Volvo Regional Meeting 2002Singapore4-5 December 2002 2002 – summary of Agency review(To be filled in by local client(s)) Name of client(s): Overall rating 0 1 2 3 4 5 [ ] [ ] [ ] [ ] [ ] [ ] Account management rating 0 1 2 3 4 5 [ ] [ ] [ ] [ ] [ ] [ ] Creative rating 0 1 2 3 4 5 [ ] [ ] [ ] [ ] [ ] [ ] Media rating 0 1 2 3 4 5 [ ] [ ] [ ] [ ] [ ] [ ] Financial analysis US$ 2001 2002 projections 2003 projections Total Billing $ $ $ Media $ $ $ Production $ $ $ Total income $ $ $ Media $ $ $ Production $ $ $ No. of staff (or Head) on Volvo account Income per Head $ $ $ Is Volvo within the Yes No Yes No Yes No Top 10 accounts for my country (circle the right answer) 2003 billing structure Start date for new 3.5% media commission: Project fee or retainer structure? Please give details (description, amount etc.) The competition outlook - 2002 S/N Brand SOM% SOV% SOV $ (USD) 1. 2. 3. 4. 5. 6. 7. 9. 10. Top 3 events in 2002 that made a huge impact in your local automobile industry (across all market segments – please describe in details) Event 1 Event 2 Event 3 Volvo - 2002 main activities – ATL and BTL(describe: launches, brand/tactical campaign, promotions, direct marketing programs etc. – what did we do well?) Volvo - main issues faced in 2002(issues relating to local client requests/expectations, car sales/industry, what did we do wrong? etc.) Volvo Creative Guidelines(describe your positive and negative comments regarding the implementation of the Volvo creative guidelines in your country: are they well received by the market? What’s your local client(s) point of view? How could they be enhanced? etc. Volvo main competitors in 2002(Top 5 competitors maximum) Competitor 1: Communication strategy (including core message and media) What do they do well? ie where do they beat Volvo? What do they do wrong? Competitor 2: Communication strategy (inc