【正文】 est drive will be given a ticket to “Exciting Bora, enjoyable opera” ? Media saloon Attract the attention of the journalists with media saloon Saloon topic: not confirmed yet ? Winwin mode This will be an example in showing the effort of FAWVW in raising the prehensive strength by bining the sales force of Jetta and Bora. It is a brand new mode of “careforthecustomer management ” 23 Publicity coordination: “Care for Jetta, new experience from Bora” Hard ads Other forms Soft ads To the public Campaign announcement Campaign publicity To the target buyers Publicity Urging the participation To the public Publicity of CI and brand image Radio station, Newspaper, Inter, etc. Exhibition hall decoration Direct mailing publicity Magazine, newspaper, inter 24 2023 BORA “Sales masterhand、 Service Star” Challenge 25 2023 Bora “Sales Masterhand” Challange －－ Presales, midsales service event 26 ? The important duty of sales people Representative of the Corp.: their demeanor, words and deeds,directly affect the corporate image Consultant for consumers： they are the consult for consumers unfamiliar with cars, who make up the majority of the customers. The front of knowing the market: directly find out the need of consumers and the situation of their petitors Create the need： create the consumption desire and the opportunity of choosing Bora ? Establish an integrated service system The narrow sense of service focuses on afterservice, while actually, preservice, and midservice show the service quality and sense too. 。1 Bora Communication Plan Proposal 20230810 2 A. BORA 2023 1st Half Year Communication Review 1. Brand munication strategy 2. Media publicity, PR events review 3 Brand introductory period Forceful brand concept popularizing period Theme: Controlling power, enjoying life Measures: ads, soft news, journalist , dealer events, expert drive test Object: Bringing out the concept of the new product and its position, focusing on its core concept and product features、 Time: to Dec,9 2023 Theme: Dynamic Bora。 Happy Bora Time Measures: ads, car exhibitions and test drive for consumers, PR events, soft pbulicity Object: forcefully spread and municate out brand concept Time: 2023 to Theme: Driver?s car Measures: Ads, promotions, PR events, soft publicity Object: Perate into the life of target consumers, reflect the fun of driving Bora and the life style and mental state of target Bora consumers Time: July 2023 to Dec. 2023 Communication execution at different stages Brand Communication Strategy Long term events: car exhibition test drive Brand concept consolidation Period July 2023 to 2023 4 Bora car sales volume trend（ ） 0 1000 2023 3000 4000 5000 6000 7000 1 2 3 4 5 6 7 Jan. Feb. Mar. Apr. May Jun. Bora brand image, product configuration、 function soft publicity Bora four city exhibition and test drive 7500km 1st maintenance ads Bora World Cup ads Bora World Cup event Power series print ads forecast TVC Teaser Power BORA series inter ads BORA Happy Time Series Print ads Bora Exhibition and Test Drive ads Bora Launch informing ads Challenger Canto TVC Driver?s inter ads Praise canto Bora Coordination Series Inter ads Bora Launch The 500,00th car(BORA) offline celebration July 5 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 munication concept adjustment, and via “Bora Happy Time”series print ads of the next stage to make a preparation Praise canto Countryside time canto Coffee Time canto Date time canto TEASER forecast Challenge “Power Broa” image ads “Bora Driber?s car” image ads Print ads TVC Inter ads 6 Outdoors ads “Power Bora” Series outdoors board 7 3 PR events Ever since the latter half of 2023 to the first half of 2023, 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 FAWVW Production popularization: BORA Launch Tetralogy（ Bora offline、 Bora release, Bora formal launch、 Bora launch） “ Experiencing Bora, enjoy the fun” 2023Bora nationwide car exhibition and test drive Brand image: “Watching exciting games, enjoying Bora excitement” The 500,000th Bora stepping down from the assembly line Bora launch Watching exciting games, enjoying Bora excitement” Experiencing Bora, enjoying the fun of driving 8 Market environment Consumers Brand positioning Bora brand core concept ? To excavate the brand core concept ? Raise the product image ? Enrich the product connotation ?