东方仁德大众品牌升级及传播策略方案.pptxVIP

Agenda1. Customer loyaltySales / After-Sales 2. Automotive MarketSales / After-Sales3. Competitive ActivityOEMsIndependents 4. FAW-VW: After-SalesMarket situationOR Analysis5. DirectionCustomerKey Message6. Concepts IdeasIntegrated program7. Conclusion1. Customer loyaltyCustomer loyaltyThe traditional dealer division:SalesAfter-SalesCustomer loyaltyBut in a very competitive market, they’re closely linked.SalesAfter-SalesCustomer loyaltyThe connection starts before purchase.32% believe After-Sales Service is an attribute when buying a car.After-Sales (attribute)SalesAfter-Sales (contact)Source: China Operation Management Survey, 2003Customer loyaltyHow customer loyalty is maintained.Far more contact with After-Sales than with Sales. Pre-purchase leading to SalesAfter-Sales (attribute)SalesPurchaseAfter-Sales (contact)Between purchase - leading to resale value of current car brand loyalty for next car.After-Sales (contact)After-Sales (contact)SalesRe-purchaseCustomer loyaltyThe loyalty circle. The benefit returns to After-Sales again and again.FAW-VWSalesFAW-VWAfter-SalesFAW-VWAfter-SalesFAW-VWAfter-SalesCustomer loyaltyFull impact of customer loyalty.Loyal FAW-VW customersPeople influenced by loyal FAW-VW customersPeople influenced by loyal FAW-VW customersPeople influenced by loyal FAW-VW customersCustomer loyaltySummary:Customer loyalty to FAW-VW comes from both Sales and After-Sales. In a competitive market, both Sales and After-Sales must contribute to building customer loyalty.The loyalty circle shows that the benefits come back to After-Sales again and again.The effect is multiplied by customers influencing others.2. Automotive MarketAutomotive MarketA brief review of how competitive the automotive market really is in China :SalesAfter-SalesAutomotive Market: Sales 20 years ago, just 60 private cars - now over 10m.600k500K400K300K250K200K150K100K37 new car models launched in 2003Source: ARAAutomotive Market: SalesToday there are 123 car manufacturers in C