策略培训英文版09.pptx

Integrated Marketing Plan of HANKOOK Tires ;Contents;1. Market analysis;Competitive overview Some foreign and JV brands are still in their early stage: focus on the design of POP and outdoor exhibition. The major competition comes from the brand image instead of the actual profits. It can be deducted that the real competition hasn’t arrived yet. Shuangqian and huili, two shanghai-made brands lead the national market with its stable quality, vast distribution and long history. They are not only the profit-winners, but has very good brand images. ; Area differences do exist due to the geography and climate. For instance, the competitors in Chongqing(mountain area) are different from those in Wuhan and Hefei(flat lands). ; The competition goes deeper and wider which includes the price, service and construction of distribution channels. All brands haven’t differentiated their unique brand images yet among highly competitive clutters .;2. Target Consumers;Target Consumers;;Their understanding to the veins are mostly restricted to the difference of bigger and smaller, deeper and more shallow. The detail of veins is meaningless and no one would choose different tires for different roads. They began to care about the quality of the raw material of tires and had some own criteria to judge the tires, i.e, touch the surface to see if it is glossy or pinch the tire to see if it is hard ;Decision-making process： Move the front tires to rear and only change new ones after totally worn. The words of colleagues are the most important, and then with the recommendation of dealers.; The core requirement of taxi drivers, Durability and better price; Background： Civil autos drivers, civil autos man-in-charge, auto management staff of government Have high criteria and wide source of information on tires Especially in Beijing, the structure of organizations is quite comprehensive. Many people have the authority to influence the management of cars.;;Decision-making process： Whe