【正文】 arly explain brand positioning ‘GET THE MOST OUT OF LIFE’ 溝通“越級(jí)動(dòng)感轎車”的產(chǎn)品定位 Communicate the Viaggio ONE CLASS ABOVE DYNAMIC SEDAN positioning 清晰傳播產(chǎn)品 USP，加強(qiáng)產(chǎn)品記憶點(diǎn) Deliver the product USPs and enhance the product image 溝通品牌定位，融入消費(fèi)者的情感需求 Communicate brand positioning and develop consumer emotional needs 20 2022年 Viaggio菲翔線上傳播策略 Viaggio ATL munication strategy 21 ? Considering the limited marketing budget of Viaggio, shoot a micro film and cut into 4 pieces of 15” video to demonstrate the product benefit brings a quality life to consumer. 考慮到菲翔整年度的預(yù)算分配，以拍攝微電影，剪輯成 4條 15秒視頻廣告將菲翔帶給消費(fèi)者的利益點(diǎn)與消費(fèi)者的生活享受相關(guān)聯(lián)，直白的告知消費(fèi)者，越級(jí)動(dòng)感轎車菲翔帶來的越級(jí)品質(zhì)生活。 2022 2022 2022 2022年 FIAT品牉的 傳播策略 Fiat brand munication strategy 9 The first year of a new era ? Breakthrough: 500 launch ? Brand claim: La Vita e Bella Step over ? Step over through new product launch First SUV： Freemont First domestic sedan： Viaggio 4 brands cover the major auto market in chines consumer, allocation plete. Step over with new system/new service Launch new image, work, service brand Brand experience year ? Sales driven ? Further explain Viaggio brand positioning: Get the most out of life ? Through experiencing munication for consumer to understand FIAT culture 2022 2022 2022 10 2022年 FIAT品牉的傳播思考 thinking of brand munication 2022年度菲翔傳播策略 Overall Viaggio munication strategy 傳播策略一 堅(jiān)持年度大獎(jiǎng)持續(xù)傳播 以此證明菲翔的越級(jí)品質(zhì) Continuously municate ‘Car of the year ’to approve the quality of Viaggio 傳播策略二 深入溝通三大賣點(diǎn) 加強(qiáng)菲翔的越級(jí)勱感轎車產(chǎn)品認(rèn)知 Communicate the 3 USPs to strengthen the consumer’s acknowledge that Viaggio is the one class above dynamic car 傳播策略三 展示渠道下沉，更接近消費(fèi)者 全面體驗(yàn)式互勱展示 Approach the consumer via interactive product experience 傳播策略四 事件營銷，擴(kuò)大影響， 提升產(chǎn)品知名度，集客促銷售 Utilize the event marketing to enlarge the impact to create the brand awareness and collect leads 傳播目標(biāo) 提升產(chǎn)品知名度，達(dá)成銷售目標(biāo) objectives： Build up brand awareness and achieve the sales goal 11 如何來溝通產(chǎn)品賣點(diǎn)？ How to municate the USPs? Safety 安全性 Reliability可靠性 Control 操控性 Comfort 舒適性 Exterior 外觀設(shè)計(jì) Power 動(dòng)力性 外觀工藝 燃油經(jīng)濟(jì)性 便利性 配置適用性 內(nèi)飾設(shè)計(jì) 環(huán)保性 內(nèi)部空間 內(nèi)飾工藝 對(duì)亍產(chǎn)品屬性需求特征， A平臺(tái)對(duì)燃油經(jīng)濟(jì)性要求更高，而 B平臺(tái)對(duì)外觀設(shè)計(jì)要求更高； C和 D平臺(tái)人群對(duì)各產(chǎn)品屬性的要求普遍較高。Presented by： Dentsu Date: Mar. 22snd, 2022 會(huì)議目的及議程 Meeting objectives and agenda 1. 菲翔年度溝通策略 Vaggio marketing munication strategy ? 確認(rèn)年度溝通的計(jì)劃 2022 Viaggio marketing plan to be confirmed ? 確認(rèn)線上廣告創(chuàng)意 Viaggio ATL Creative to be confirmed ? 確認(rèn)線下活勱觃劃 Viaggio BTL Event proposal to be confirmed 2. 菲躍年度溝通策略 Freemont marketing munication strategy ? 確認(rèn)年度溝通的計(jì)劃 2022 Freemont marketing plan to be confirmed ? 確認(rèn)上市廣告創(chuàng)意 Freemont ATL Creative to be confirmed ? 確認(rèn)線下活勱觃劃 Freemont BTL Event proposal to be confirmed 2 Viaggio munication strategy and working plan 2 9 . 232161 5 . 81 9 . 51 6 . 41 2 . 71 4 . 31 0 . 114 4 . 3 4 1 . 8 3 8 . 0 4 0 . 0 3 7 . 4 3 2 . 7 3 3 . 8 2 8 . 7 2 8 . 3 1 0 . 7 2 1 . 41 9 . 93 4 . 43 1 . 73 0 . 33 6 . 73 6 . 63 7 . 43 9 . 62 0 . 24 . 45 . 89 . 51 1 . 11 2 . 31 3 . 11 4 . 91 7 . 91 9 . 95 0 . 60 . 70 . 521 . 40 . 51 . 21 . 91 . 62 . 11 7 . 3一汽大眾上海大眾上海通用別克一汽豐田上海通用雪 …東風(fēng)日產(chǎn)長安福特上海大眾斯 …東風(fēng)雪鐵龍廣汽菲亞特非常了解 比較了解 有些了解 聽說過名稱，但不太了解 從來沒有聽說過數(shù)據(jù)來源：新華信 2022年 7月菲翔與項(xiàng)調(diào)研 1 3 . 71 3 . 59 . 98 . 71 0 . 58 . 21 . 57 . 25 3 . 15 5 . 55 1 . 45 2 . 65 0 . 54 8 . 94 9 . 44 4 . 34 5 . 63 3 . 04 4 .1 5 . 71 6 . 3312 9 . 82 9 . 13 3 . 93 6 . 93 8 . 74 1 . 65 9 . 64 5 . 63 . 43 . 22 . 13 . 544 . 54 . 35 . 93 . 93 . 92 . 20 . 200 . 20 . 32 . 72 . 90 . 60 . 60 . 620 . 92 7 . 62 5 . 01 5 . 4一汽大眾上海大眾上海通用別克上海大眾斯柯達(dá)一汽豐田東風(fēng)日產(chǎn)上海通用雪佛蘭長安福特東風(fēng)雪鐵龍廣汽菲亞特廣汽菲亞特( 看車后) 非常好 比較好 一般 比較差 非常差? 廣汽菲亞特品牉?zāi)壳?知名度尚低 ，不其他競(jìng)品差距較大； Fiat brand awareness is quite lower than other petitor’s. ? 菲翔 對(duì)廣汽菲亞特品牌美譽(yù)度促進(jìn)力明顯 ，看車名美譽(yù)度有較大提升。 After the interviwees take