某公司发展规划教材.pptxVIP

Bora Communication Plan Proposal 2002-08-10;A. BORA 2002 1st Half Year Communication Review 1. Brand communication strategy 2. Media publicity, PR events review ;Brand introductory period Oct.2001-Dec.2001;;2. Brand direction According to the brand direction and the feedback from the public, customers and dealers, start to rich the brand image of Bora and prepare for communication concept adjustment, and via “Bora Happy Time”series print ads of the next stage to make a preparation ;Outdoors ads;3 PR events Ever since the latter half of 2001 to the first half of 2002, in order to help Bora set up its individuality in its product and brand image, as well as help the public, especially the potential consumers to know Bora, to experience Bora and like it, and finally achieve a better sales, following PR events are designed and planned ENTERPRISE IMAGE: The 500,000th Bora stepping down from the assembly line of FAW-VW Production popularization: BORA Launch Tetralogy（Bora off-line、Bora release, Bora formal launch、Bora 1.6L launch） “Experiencing Bora, enjoy the fun” 2002Bora nationwide car exhibition and test drive Brand image: “Watching exciting games, enjoying Bora excitement” ;;1. Via target customer understanding to extend Bora image that coincidentally match the living style , philosophy and value judgement of our target customer. 2. By the change of launching Bora 1.6, a second phase of Bora image establishment and communication strategy will be implemented to proactively approach customer’s daily life as a result to gain their recognition and preference. Core message delivery: ;;Brand introductory period Oct.2001-Dec.2001;2002 Bora Brand Building Strategy：3B Strategy;Demonstration of 3B Strategy;Name Plate Building;;Win-win Building;Why do we need to build CRM？;CRM Management;Recent event plan1、 Care for Jetta, new experience from Bora2、“Sales master-hand、Service Star” challenge3、Bora Media Saloon Plan4、“Exciting Bora，enjoyable opera” road show prop