菲亚特Palio汽车Weekend周末说款上市广告策略.pptVIP

IT’s WEEKEND TIME! Palio Weekend Launch Communication Recommendation Palio Weekend上市广告策略 Prepared by: Leo Burnett Shanghai May 23rd , 2003 Today’s Agenda今天的议程 Palio Weekend launch communication strategy PalioWeekend上市广告策略 Palio Weekend launch creative presentation PalioWeekend上市广告创意 TVC电视广告 Launch print campaign上市平面广告 Outdoor billboard户外广告 Features print ad功能平面广告 Product catalog产品宣传册 Dealer showroom POPs经销商展厅陈列广告 A Recap of Briefing回顾工作要求 To enter another segment of car market with Palio weekend, positioning it as a new product from NJ Fiat rather than a product extension from Palio 将Palio Weekend定位于来自南京菲亚特的又一款全新的产品，而不是派力奥生产线的延伸产品，借此来进入另一个细分市场 Both the emotional value as well as the functional value are to be established 产品的感性价值和理性的功能价值并重 Two routes for communication 两条宣传线 The new western lifestyle our target aspire to 我们的目标消费者向往已久的全新的西式的生活方式和态度的塑造 ‘More offering’ (more space, more utilizes, more function…) 给你更多（更多空间、更多用途、更多功能） What is the battlefield for Palio weekend? Palio Weekend的战场是什么样的？- Who will buy this car? 谁会来买我们的车？- What are the uniqueness of Palio weekend in terms of product offering? 从产品的功能来看，产品的独特性是什么？- How to best position above competition and avoid cannibalism? 既要优于竞争者又要避免家族品牌中互相蚕食，如何作出最好的定位呢？ Our Targets我们的目标消费者 Fiat Palio Trendy young singles 时尚、年轻的单身族 Care much for image and long for fashion brand 注重形象，崇拜时尚品牌 Car is a reflection of personal taste 车反映自己的个性品位 A Car With So Many ‘Mores’一辆永远给你更多的好车 Positioning for Palio WeekendPalio Weekend的产品定位 Next, what’s the communication platform for PW launch?那么，Palio Weekend上市的广告宣传平台是什么呢？ The communication platform广告诉求平台 Be competitive to win over the direct competitor, Sail SRV 更有竞争力，胜过我们的直接竞争者Sail SRV Be distinctive to differentiate from other similar cars 与众不同，能够区别于其他类似的汽车品牌 Be compelling to address the emotional as well as functional needs of target consumer 较好的满足目标消费者感性与理性的需求 Sail SRV Analysis