【正文】 is a dynamic personal car. And driving Bora can satisfy my requirement for power as well as for confirmation from other people. To me, generally speaking, it is a nice car. When I am choosing a car, Bora will be on the list of consideration SUPPORT: Strong in power, modern in shape, fashionable in design, advance in assembly, and excellent in ratio of performance and price TONE OF PUBLICITY: Modernity, sensibility, confidence RULES GOVERNING THE EXECUTION: 1. Pressing close to the life form of the target consumers, the originality should be in accordance with their values and psychological state 2. Confusion should be avoided between the traditional opinion of having achieved success and the image of enterprising and gaining period success one after another. (The latter is what should be manifested.) 3. Getting rid of the creating method of unilaterally focusing on youth and color. 4. The sensible way of exhibiting the idea should play a most important part in touching the consumers psychologically and the power of humor will sometimes play a key role. 12 Brand introductory period Forceful brand concept popularizing period Brand concept consolidation Period July 2022 to 2022 Subject: Driving power, endless excitement for life Objective: forcefully promote the new product concept and positioning Topic: power Bora； Bora happy time Objective: Forceful brand concept popularizing Topic: Exceeding Fun and execitement Method: Ads、 SP、 PR events、 Soft munication Brand direction: from rational to sensational, from car to car owners、 from physical to psychologial Advertising: Brand ads、 function ads、 event coordination ads PR events： Brand image： car owner event、 car subject events, sports、 Cultural event sponsorship SP： Buying cars, winning the chance to attend Bora special training camp、“ Comfortable upgrading version” SP、 area promotion（ Shenzhen、 Chengdu） After servive： after service month、 service center challenge Stage munication execution strategy 13 2022 Bora Brand Building Strategy： 3B Strategy Name Plate Building Relationship Building WinWin Building Step 1 Step 2 Step 3 Aug. 8, 2022 Aug. 2022 2022 14 Demonstration of 3B Strategy ? Building of Name Plate － The key of launch of new products is to build a good brand image among the consumers and expand the brand fame. － After about one year’s advertising, PR events, Bora has set up a considerable brand image among the consumers. ? Building of Relationship － During the brand development, the establishment of a good relationship with consumers, media and dealers is a key to its consistent development. － By using different strategies, close the relationship with them and set up a good brand relation. ? Building by WinWin － During the mature stage of the brand, the construction of a plete and personal service, aiming at achieve a winwin mode for both the manufacturer and the consumers will affect the further growth of the brand. 15 Name Plate Building Market Positioning Above the line Below the line TVC Print ads Inter Events PR Teaser Challenger Dynamic Bora Series Praise Canto Happy Time Series Inter ads Mini inter coordination Bora Launch (Xiamen) 1st Bora Handingover Ceremony Exhibition and Test Drive Bora Launch Haichen Daily munication 16 Relations Building Customer relations management CRM Dealer relations management DRM Media relations Management MRM Car owners Potential consumers Anniversary of BORA launch Bora opera Care for Jetta, Experience Bora Bora handbook Inter Service image Sales Promotion “Service Star” Challenge “Sales Masterhand” Challenge Spring Festival SP Logistic support Function TVC Publicizing gift production Rules for dealers Media saloon 17 Winwin Building Customers FVW Brand Loyality Sales Increase Car Configuration Technology Price Level Bora Grading Owner Benefits Strong Nameplate Sales Growth Quality Services Word of Mounth Brand Asset 18 Why do we need to build CRM？ ? CRM has bee a core of corporate petition strategy as well as a profit increasing point. ? Only when a corporate really understands and grasps the need of customers can they adjust to the market demand and get an upper hand in the fierce market. 19 CRM Management Customer data base Contact channel Activities Updating of the data FAWVW Car owner Dealer Direct mailing Email Telephone SMS Club Car owner feedback Dealer information Monthlypublished magazine Club activities （ periodical） Subject events （