大手筆廣告hankooktires整合營(yíng)銷(xiāo)方案ppt-wenkub
2023-05-31 20:43:13 本頁(yè)面
【正文】 2. Target Consumers ? Taxi ? Civil autos ? Cargo autos ? Passenger transport autos Target Consumers – Tires are tools of making fortune. The lowest cost is the eventual demand. – Work day and night to make living. Regard himself as ordinary workers without technology advantages. – The shortterm behavior is serious. Sometimes even use worn tires. Price is a major consideration. Taxi ? Durability is the most important concern and the number of kilometers is their criterion of making judgement. Their measurements： ? No crack, no split and no upheaval are their basic requirements. ? They are greatly influenced by price. Sometimes, even ten yuan can affect their final choice. Target Consumers Taxi ? 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, , touch the surface to see if it is glossy or pinch the tire to see if it is hard Target Consumers Taxi Decisionmaking 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 remendation of dealers. ? Brand equity is not apparent among tires consumers. They don’t have a firm belief towards a certain brand. The habit of using current or originallyequipped brands is obvious. Target Consumers Taxi The core requirement of taxi drivers, Durability and better price Target Consumers Taxi Background： – Civil autos drivers, civil autos manincharge, auto management staff of government – Have high criteria and wide source of information on tires – Especially in Beijing, the structure of anizations is quite prehensive. Many people have the authority to influence the management of cars. Target Consumers Civil autos ? Safety ? Other requirements like elasticity, antislippery derived from the safety ? It’s very important to choose a good brand. Good brand must represent the reliable quality. ? Price doesn’t affect too much if it’s reasonable. Their measurements： Target Consumers Civil autos Decisionmaking process： ? When tires are half worn, changes are to be made. Generally, 50 thousand kilometers is a referenceline. ? Most buying decisions are made by drivers, ? The points of purchase are stable. ? Batch purchase is determined by both drivers and buyers. Drivers name the brand and buyers determine the POP. ? If anything allows, imported brands are preferred. Target Consumers Civil autos The core requirement of Civil autos, Safety, also consider personal discount Target Consumers Civil autos Background: ? Overload is occasional. ? Due to the longdistance travel experience, cargo autos drivers generally have richer knowledge on tires. They also have the opportunities to use different brands. ? They confront the most problems on tires. Target Consumers Cargo autos ? Durability For the shortdistance travel, oneyear durability is demanded. For the long journey, half a year is preferred. ? They have specific requirements to the endurance of tires. ? They began to notice the usage of veins of tires. ? Often ing across various accidents, they don’t have a clear impression of negative parts of tires they used. Their measurements： Target Consumers Cargo autos Decisionmaking 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 remendation of dealers. ? They don’t have an idea about brand. Target Consumers Cargo autos The core requirement of Cargo autos, Durability and guaranteed quality Target Consumers Cargo autos Background： ? Sensitive about price ? The longdistance transportation requires better durability
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