大手笔广告IntegratedMarketingPlanofHANKOOKTires要点.ppt

8. Promotion Plans Subject, Supporting HANKOOK’s dealers Contents, Set up the database of dealer and mail them with the HANKOOK automobiles newsflash regularly. The main contents of the newsflash include the sales skills, maintenance knowledge, news of HANKOOK and other promotion activities.. 9. Suggestions 1 “Break up the whole into parts and make breakthrough in key points” Take private cars and taxi as the major consumers source. Make breakthrough in some key markets Select markets with good sales record in 98 or good sales potential as core areas. “Public praise is based on the utilization”. Hence the primary task of communications is to quickly create the loyal HANKOOK users. In the early stage of marketing, the promotions will take the most important role with the support of mass media. Set up the users archive. The advertising through mass media expands and sustains the brand awareness among consumers. 2、Communication tools 9. Suggestions Increase users Professional capability channels in key areas prize for dealers service of chain stores Promotional capability free gifts discount cards set up users archive advertising Support stable quality brand integration management of sales people 9. Suggestions Some issues to notice 3 major issues after the comprehensive analysis of tires consumption 1 Good and stable quality with low cost Public praise is extremely important. The cost must be lowered with the increase of sales. The low profits of tire manufacturers Most users think the quality of a certain brand is not stable. The quality will be noted only after use. The public praise will have positive effects with the support of stable good quality. 2 Multi-channels sales and management of cost The cost management and prize policy of each distribution channel. Since there is a large difference between demands and buying decisions, multi-channels is required. Some issues to notice 3 Build and ma