高尔夫嘉旅提报文件演示文稿.pptx

全新高尔夫?嘉旅上市策略及创意提报THE NEW GOLF SPORTSVAN Launch Strategy Creative Presentation传播目标Communication Objectives在目标消费人群中为嘉旅建立知晓与偏好，带动经销商客流量Build awareness and preference for GSV amongst target conquest customers and drive incremental dealer traffic定位Positioning从A级两厢、A级MPV、A级SUV市场抢夺消费者Attract conquest customers from A-HB, A-MPV and A-SUV延展Sustaining贯穿全年的活动产生销售动力Phase comms activities throughout the year to build sales momentum差异Differentiation减少与高尔夫之间的互相转化Leverage Golf DNA but differentiation from A7 to minimise substitution受众Audience令嘉旅成为有子或无子的单身或已婚人士的选择Make GSV the brand/model of choice for cool, trend, active individuals/families, with or without kid(s)上市Launch将上市的声音传播至各个角落，产生新的销售线索Maximise buzz interest across all touch points and generate new leads销量从哪里来WHERE WE WILL WIN SALES FROM高尔夫·嘉旅产品布局GSV DNA heritage更大空间，更舒适，更多用途的全新高尔夫嘉旅国产上市，完善高尔夫产品线布局，各车型互补，形成一汽高尔夫产品线市场战略卡位。More space, more comfortable, more versatility, the new Golf Sportsvan will be launched in China in 2016. It will bring brand new blood to the Golf family. Cover all detailed markets and fulfill customer’s needs in more dimensions. 高尔夫·嘉旅产品属性GSV added value benefits在大众高尔夫品牌：安全、可靠、舒适、质量的背书下，更大车身空间，为GSV赋予全新的产品属性“更大的高尔夫”With Golf’s safe, comfortable, and high quality features, GSV is the new“bigger Golf”4348mm(长)x1807mm(宽)x1574mm (高)4255mm(长)x1799mm(宽)x1452mm(高)高尔夫·嘉旅产品力解析GSV sales pointsVersatileHigher wheelbase 更高的底盘Rear table 后排小桌板Storage space 储物空间Panoramic sunroof 全景天窗SpaceBigger space 更大的空间Bigger trunk 更大的后备箱Adjustable rear seats 后排座椅可调更大的车内空间及储物空间：满足更多人生活使用；更高的底盘：满足不同路况驾驶；更多功能内饰配置：满足不同场景使用更大的高尔夫GSV产品力满足【城市家用】及【多功能用途】根据GSV产品力解析，GSV或将有机会蚕食两厢家轿，SUV及MPV市场份额Bigger space and storage space: fulfill all people’s needs; higher wheelbase: fulfill all road’s needs; more interior features: fulfill all situations needs. The “bigger Golf”GSV is good for city roads and with greater practicality and versatility. Based on the sales points, GSV is possible to get the sales from HB, SUV, and MPV’s market shares. 高尔夫·嘉旅产