2008新欧宝发布会方案方案精选.pptVIP

Opel Mother Brand Who are the Opel Owners They want an original German brand that has great quality and with deep rooted They don’t want a car that can be seen on the road all the time. They want to be secluded, but also low key. Great demand for their life style, but don’t want to go with the crowd They believe car reflects the person who drive them. So it must have character and personality They look for nothing less, don’t sacrifice quality for value. They are: Existing Opel owners who are looking to purchase another car in next 12 months Domestic German brand owners who are looking to upgrade to a true authentic German product First time car buyers who are looking for high quality products with good German engineers They are in 25-40 years old, highly educated, looking for quality more than quantity, and are worldly Opel Brand House Antara Positioning Consumers are looking for something when buying a SUV Antara consumers are: They are in middle-upper class, looking for self style and high quality. Emotional needs: Individual styling, to show-off his taste and status Want recognition from others. Want to recognize for his success, but do not want to show off. Progressive, looking for German quality and engineering. Rational needs： They want a SUV that offers great technologies Antara: Korean or German? Antara: Not Favorable Review from Press Antara Advantages: German Engineered Antara is: Antara is an aspirational mid-size German SUV with upscale but accessible crossover appeal Antara Positioning Key Words 德国工艺 极致驾驭 完美掌控 自由 都市风格 宽大舒服 安全 Antara Communication Plan Proposal Our Objectives create a maximize impact in marketing with limited investment for Antara and build up new product awareness quickly Strengthen the entry-premium position, increase the brand appeal and create desirability among target market via German engineer design and new safety innovation Generate showroom traffic and leads Rebuild dealer confidence regarding the Opel brand