大手筆廣告hankooktires整合營銷方案ppt-資料下載頁
2025-05-24 20:43本頁面
【導(dǎo)讀】petitionhasn’tarrivedyet.Shuangqianandhuili,twoshanghai-madebrandsleadthe. Taxi. Civilautos. Cargoautos. eventualdemand.judgement.
【正文】 ?Interactive programs ? In the areas with many petitors’ ads, use less but much larger size ?Highway Magazine ?Professional magazines ?Soft Ads Other Buying Considerations ( also be remended due to its popularity and authority among target consumers ) ?Creative format product logo at the top corner of each page, folder,etc Media Flowchart in 1999 MAY JUN JUL AUG SEP OCT NOV DECExpense(10,000yuan)TV 450GRPs/city/monthTier1markets 30/15s 270TV sponsor 90Soft Ad 36NewspaperTier1marketsSoft Ad 15Outdoor Bus 80Tier1marketsBillboard 500Taxi 120Radio 30/15s 217Tier1marketsMagazine Full/Half P. 26Tier1marketsSoft Ad 9Grand total 1363Budget Split TV28%NP1%Outdoor50%Magazine2%Radio19%8. Promotion Plans Subject, Good cars with good tires, Happy parties The free gifts from HANKOOK Contents, Select 20 brands of automobiles on the basis of HANKOOK’s product line and the situation of each city. 200 tires are provided to every city as free gifts. Events begin at the predetermined place and time, and end once no tires are available. 8. Promotion Plans Subject, 1999 longlasting happiness the “Tai” brought by HANKOOK Contents, Select 20 key cities and 1000 points of purchase with excellent products exhibition and POP decoration. Total 100,000 “Safety souvenir” will be given as free gifts which convey the HANKOOK message and best wishes to drivers. 企業(yè) 企業(yè) . .企業(yè)企業(yè)8. Promotion Plans Subject, Supporting HANKOOK’s dealers Contents, Set up the database of dealer and mail them with the HANKOOK automobiles newsflash regularly. The main contents of the newsflash include the sales skills, maintenance knowledge, news of HANKOOK and other promotion activities.. 9. Suggestions 1 “Break up the whole into parts and make breakthrough in key points” ? Take private cars and taxi as the major consumers source. ? Make breakthrough in some key markets Select markets with good sales record in 98 or good sales potential as core areas. ? “Public praise is based on the utilization”. Hence the primary task of munications is to quickly create the loyal HANKOOK users. In the early stage of marketing, the promotions will take the most important role with the support of mass media. ? Set up the users archive. The advertising through mass media expands and sustains the brand awareness among consumers. Communication tools 9. Suggestions Increase users Professional capability ?channels in key areas ?prize for dealers ?service of chain stores Promotional capability ?free gifts ?discount cards ?set up users archive ?advertising Support ?stable quality ?brand integration ?management of sales people 9. Suggestions Some issues to notice 3 major issues after the prehensive analysis of tires consumption 1 Good and stable quality with low cost ? Public praise is extremely important. ? The cost must be lowered with the increase of sales. ? The low profits of tire manufacturers ?Most users think the quality of a certain brand is not stable. The quality will be noted only after use. The public praise will have positive effects with the support of stable good quality. 2 Multichannels sales and management of cost ? The cost management and prize policy of each distribution channel. ? Since there is a large difference between demands and buying decisions, multichannels is required. Some issues to notice 3 Build and maintain brand ? The brand awareness can be set up in a short period, but a good brand image is based on the afteruse recognition. ? Except Huili and Shuangqian, most brands don’t have a clear and powerful brand image in consumers’ minds. ? Enhancing the brand awareness and sales is paratively easy. The longterm brand advantage depends on the stable good quality and the management of distribution channels. Some issues to notice
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