New Fabia 上市沟通策略及创意方案(final).pdf

New Fabia 全新晶锐 上市整合营销方案 Integrated Launch Marketing Plan New Fabia 全新晶锐 •  上市策略 Launch Communication Strategy •  创意物料 Creative Materials •  Digital传播 Digital Platform Communication •  上市会介绍 Launch Event 商业目标 Business Objective Ø  伴随NF改款上市，晶锐2015年销售目标较2014年提升80%。 By launching FABIA NF in 2015, support to achieve the sales target of increase FABIA sales volume by 81% Data source: PR63.1 PO 市场挑战 Challenges         The Reasons For Giving Up FABIA The Reasons For Giving Up FABIA Product level) Brand level) Data source: CPBD 2013.06 传播目标 Communication objective 扩大品牌知名度、锐化品牌形象， 在市场中逆势增长 Ø  大力宣扬品牌精神，创立更鲜明的形象 Ø  放大产品外观等独特卖点，并将其转化为利益点 •  Enhance FABIA brand to be a well-known brand with a sharp brand character to achieve a growth against a downward market trend: –  Sharpen brand image with a clearer identity –  Amplify the key differentiating selling point by demonstrating its benefit (esp. exterior design) 产品特性：不畏惧展露棱角、敢于彰显自我性格的年轻姿态与风貌 Product advantage: expressive & dynamic design with solidity 新一代晶锐保留了硬派小车的坚实、动感、安全的特 性之外，在全新的外观上呈现出锋利、硬朗、充满棱 角的年轻姿态与风貌。 竞争品牌界定 Competitive Basket 竞争对手在传播上重于呈现年轻人的生活方式及行为表象Communication Analysis: Competitors focus on presenting young people’s behaviour and lifestyle 叛逆 Individuality, Rebellion