1、ChanganFordEscortPRProgram2015长安福特福睿斯年度公关传播方案2Part1ProjectBackgroundandMarketAnalysisPart1项目背景及市场分析Part2CommunicationStrategiesandConceptInterpretationPart2传播策略及概念解读Part3EventPropagationandImplementationDetailsPart3事件传播及执行细节Part4DailyDisseminationStrategiesandPlanningPart4日常传播策略及规划TableofContents目录3
2、184393122Part1ProjectBackgroundandMarketAnalysis项目背景及市场分析3Escort:ModelEscort：典范Becameaperfectmodeloffamilycarwithfreedrivein1968,withtheEuropeansalesofover16millioncars.1968年，欧洲销量超过1600万，成为家庭车和超强驾驭完美结合的典范。Inthe1960s,createdaprecedentofFordintheUK,cumulativesalesofmorethan4millioncarsinthepastthreede
3、cades.1960年代，开创了福特在英国畅销的先河，三十多年累计销量达400多万。WontheconsecutiveRACRally(renamedlater)championshipfrom1975to1979.1975年至1979年，连续赢得了后来改为英国拉力赛的RACRally赛事的冠军。WontheWRCmanufactureschampionshipin1979.1979年，获得1979年WRC的厂商冠军。In2013,EscortconceptcardebutedstunninglyintheShanghaiInternationalAutoShow.2013年，Escort概念
4、车在上海国际车展全球首次惊艳亮相。4ReplacetheclassicFoxtoformadoublecarstrategywiththenewFoxEnhancetheFordbrandcompetitivenessinthemid-gradecarmarketFulfillthe“EndlessProgress”promise替代经典福克斯，与新福克斯形成双车战略提升福特品牌在中级车市场的竞争力体现”进无止境”的品牌承诺NewmodeloftheChinesefamilycartailoredbyChanganFordbasedonitsglobalplatformtechnologyad
5、vantages长安福特基于全球平台技术优势、专为中国家庭量身定制的家轿新典范5FordEscort福特 福睿斯Create the Future Together New Model of Family Car共创未来家轿新典范6Targetmarket市场目标Establishthe“NewModelFamilyCar(NMFC)”brandawarenessandreputation建立”新典范家轿”品牌知名度与美誉度Completetheannualsalestargetof235,024cars(3.8%marketshare)完成235,024台年度销售目标（市场份额3.8）Ave
6、ragemarketshare2015-2023of3%2015-2023平均市场份额达到3%Monthlysalesof20,000cars月销量20000台78Enterprisingdebutin2015,2015年进取登场，Facingwithfiercecompetitioninthemid-gradecarmarket,面对中级车市场的激烈竞争HowwillEscortsuccessfullyreplacetheclassicFox,anddrivetheChanganFordsalesintoanewheight?福睿斯如何顺利取代经典福克斯，将长安福特销量提升到新的高度？Mac
7、romarkets9IncreasingfemaleownerswithdifferentpreferencesCardemandissuppressedinthefirst-andsecond-tiercities,butwithahugepotentialinothertiercitiesThegenerationafterthe1980s/1990shasgraduallybecomethemainconsumerTheyhavebecomeapivotalpowerofnewcardemandFocusingonsafetyandappearance,theyhavemoreecono
8、micalconsiderationsWomenspurchaseconsiderationsmorefromentertainmentandfamily;Womenaremoreconcernedaboutthesafetyandappearance.NewcardemandconcentratinginthethirdandfourthtiercitiesCheapcarofRMB80,000-120,000hasthehighestdemandinlowtiercities宏观市场10女性车主增加，对汽车偏好有所不同一二线城市用车需求受到抑制,低线城市潜力巨大80/90后逐渐成为市场消费
9、的主体 80/90后消费者成为新车需求举足轻重的力量 在注重安全性和外观的同时,80/90后也有较多经济性的考虑女性购车更多从娱乐和家庭角度考虑;女性更关注安全性和外观; 新增的汽车购买需求集中在三、四线城市 8-12万元的经济型汽车在低线城市的需求最高Competitiveanalysis竞争分析 Inthemid-gradecarmarket,fourmajorcompetitorshaveadoptedamulti-brandstrategytoseizemarketshare,about5.8%marketsharefortheForddouble-carstrategy. 在中级车市
10、场，四大主要竞争厂商均采用多品牌策略抢占市场份额，福特双车策略市场份额约占5.8%。 Escortscompetitorsarelockedas:Bora,Langdong,Yuedong,andCruze; 福睿斯的竞争对手锁定为：宝来、朗动、悦动、科鲁兹； Appearance,costperformance,interiorspaceandfuelconsumptionarethesecompetitorsmainsellingpoints. 外观、性价比、内部空间、油耗是竞品的主要购买理由。 ElantraandCruzehaveanobviousadvantageonappearan
11、ce;theKorean-competingproductsareshortindurabilityandsafety,butanobviousfuel-consumptionadvantage. 朗动和科鲁兹的外观具有明显优势；韩系竞品耐用度、安全是短板，油耗具有明显优势。Reasonstobuy购买理由Bora宝来Langdong朗动Yuedong悦动Cruze科鲁兹1Appearance外观Appearance外观Interiorspace内部空间Appearance外观2Costperformance性价比Fuelconsumption油耗Appearance外观Costperform
12、ance性价比3Durability耐用度Interiorspace内部空间Fuelconsumption油耗Securityconfiguration安全配置Brandportfolio品牌组合Marketshare市场份额FAW-VolkswagenSagitar+Golf+Bora一汽大众速腾+高尔夫+宝来10.9%ShanghaiVolkswagenLavida+GranLavida上海大众朗逸+朗行7.4%BeijingHyundaiLangdong+Yuedong+Elantra北京现代朗动+悦动+伊兰特6.1%FordnewFox+classicFox福特新福克斯+经典福克斯5.
13、8%11Competitivemarketposition争市定位12NewBoraAlwaysinterestinglife新宝来刻趣生活YuedongEnjoylife悦享人生LangdongBrightfromyoumind,dynamicontheshape朗朗于心 于型Cruze-Technologywisdom科 科技智慧Marketstrategy市场策略Germancarshaveadvantagesinbrandawarenesslevels,butthelackofinnovationandchangeforChinesefamily德系虽在品牌认知层面具有优势但欠缺针对中
14、国家庭的创新与变化Koreancarshavecost-effectiveandinnovativeedges,butshortsignificantlyinqualityandreliability韩系虽具备性价比及创新优势但品质与可靠性方面明显短板Emphasisonthe“NMFC”concept强调“新典范家轿”概念Breakoutdifferences,stresssuitableforChinesefamily差异化突围 强调适用中国家庭13ProductpositioningAppearanceStylishSpaceComfortableQualityFirst-classEc
15、onomyExcellentfueleconomySecuritySafeandreliable14New Model of Family Car产品定位外观时尚的外观空间舒适的乘坐空间品质一流的整车品质经济出色的燃油经济性安全可靠地安全性能家轿新典范(NMFC)1516Brand“NMFC”leaderimagefigurativeofChinesefamilyReputationTransferthevaluetailoredbyFordsglobaltechnologyforChinesefamilySalesToseizethemid-gradecarmarketsharetogeth
16、erwiththenewFoxportfoliothathasmadetheFordbrandsalesincreasetoanewheightPRgoals201417品牌具象化中国家庭”新典范家轿”引领者形象声誉传递福特全球技术专为中国家庭量身定制的价值理念销量与新福克斯组合抢占中级车市场份额将福特品牌销量提升至新高度2014年公关目标Part2CommunicationStrategiesandConceptInterpretation传播策略及概念解读18ReviewtheEscortpropagation2014Happy-timemicro-filmcontestHappy-tim
17、ehomevideocollectionHappy-timecapsuleActivityplatform:FortEscortsofficialwebsite Tookthird-partyCCTVauthoritativemediareportsastheprincipalpropagationlinethroughouttheyear,makingastrongerendorsementforthepropagationofEscorts“NMFC”positioningandproductsellingpoints. Highlyinteractivityandmultitudinou
18、sness,widelydisseminatingthroughthemediacooperation,transferringtheemotional“HappyFamily”concepttolaidanemotionalfoundationfornewcarlaunch.192014福睿斯传播回顾幸福时光微电影大赛幸福时光家庭影像征集幸福时光胶囊活动平台:福特福睿斯官方网站 利用央视权威媒体第三方报告作为全年传播主线，为福睿斯“新典范家轿”定位和产品卖点的传播做强背书。 互动性强，形式多样，通过媒体合作进行广泛传播，感性传递“幸福家庭”理念，为新车上市奠定情感基础。20Conclusio
19、ns结论21123Ascanbeseen,itisrelativelyindependentbetween“NMFC”and“HappyFamily”inthe14-yearthemepropagation没有具体阐释“新典范家轿”须对应的五大品质Itisnotclearenoughfortherelationshipbetween“NMFC”and“HappyFamily”没有具象化新典范家轿对应人群和家庭形象“HappyFamily”and“NMFC”wouldgivepeopletheimpressionoftwoconcepts/twomainlines“幸福家庭”与”新典范家庭”会给
20、人两个概念/两条主线的感觉Therefore,itissuggestedtouniformlyusethe“NewModelFamily(NMF)”conceptandfurtherstrengthenthecorrelationbetween“NMF”and“NMFC”.因此，建议在后续传播过程中，统一使用“新典范家庭”的概念，并进一步加强新典范家庭与新典范家轿概念之间的关联。后续传播有效触及3-6线人群Overviewonthemajorcompetitiveproductpropagation “Interesting”basedcore,combiningwithinteractive
21、,cartoonandfunnyvideosandotherforms,whichiseasiertoattractyoungandfashionableconsumerconcerns; WorkwiththefamoushostDapengtolaunchthehumorousshortvideoBora Funs,vividlyandvisuallyshowingnewBorasadvantagesFAW-VW-BoraDisseminativetopic:alwaysinterestinglifeChevroletCruzeFocusdissemination:rapidhandlin
22、gexperience Toomuchgimmickof“TechnologyWisdomChallengeTour”beforelaunching,attractingofflineparticipationandtestdriveexperience; Combinedwithgamesandvideostoshowagoodsenseofcontrol,passingadistinctivebrandpersonality.22主要竞品传播概况传播以“趣”为核心，结合互动、漫画搞笑视频等多种形式，较易吸引年轻时尚的消费者关注；携手名嘴大鹏，推出宝来乐趣多幽默短片，生动直观展示新宝来产品优
23、势一汽大众-宝来传播主题：时刻趣动生活雪弗兰-科鲁兹传播重点：急速操控体验“科技智慧挑战之旅”在上市之前做足噱头，吸引线下参与及试驾体验；结合游戏、视频展现良好操控感，传递鲜明品牌个性；23Targetconsumergroups目标消费人群Forward-lookinghouseholder具有前瞻视野的一家之主Theyaremodernfamilies,ratherthanthefashion-conscious:notoutdated,butnotpremature.Theyaremoreoutgoing,butstillfamily-intimate,enjoyingthetimeto
24、accompanyeachother.这些家庭将是现代化的家庭，而不是追逐时尚的：不过时，但也不超前。他们会更加的外向，但依旧是亲密团结的家庭心态，他们享受彼此陪伴的时光。定义这些家庭的“进取”Totakegoodcareofmyfamilyisalwaysputinmyfirst,SoIneedtoprovidethemwiththebeststandardoflivinginkeepingwiththetimes.照顾好我的家庭总是摆在我的首位，因此我需要为他们提供最紧跟时代的生活标准。24Definethesefamilies“go-aheadism”Featuresoftargetco
25、nsumergroups目标消费人群特性Traditionalbutprogressive传统但进取Strongfamilyvalues注重家庭的Shrewd精明的ManagementinenterprisesorinstitutionsAmodicumofsuccessincause,expecttogetrecognizedaround,notafraidofbeingnoticeableinthecrowd企事业单位主管事业小有成就，期待获得认可不怕在人群中显得引人注意Alwaysputhis/herfamilyinthefirstplaceProvidehis/herfamiliesw
26、iththebeststandardoflivinginkeepingwiththetimes,comfortableandsafe总是将家庭摆在首位为家人提供紧跟时代的生活标准想要舒适与安全Likethecost-effectiveconfiguration,good-lookingandpractical喜欢物有所值的配置兼顾面子和实用性Thekeytoimpressthem:security,comfort,keepingwiththetimes打动他们的关键：安全、舒适、紧跟时代25Targetedconsumersegments目标消费人群细分1st-2ndtiercities1-2
27、线城市Elite精英型3rd-6thtiercities3-6线城市Catch-up追赶型Progressiveindex:进取指数：Easiertoacceptthe“NMFC”concept较易接受“新典范家轿”概念In addition to the appearanceand spacerequirements, more detailed personalized designrequirementstheyoftenneedwhenbuying购车时除了外观及空间要求，往往还有更细致的针对性设计需求Elite精英型Progressiveindex:进取指数：Needtheeduca
28、tionon“NMFC”“新典范家轿”概念需教育Withtheconditionsofpurchase,theystillfocuson fuel consumption and space, dont knowmorerequirementstheycanaskforwhenbuying虽然条件满足，但购车时仍以油耗、空间为主要考虑，不知道可以要求更多1st-2ndtiercitieshavethebenchmarkinfluenceanddrivingeffecton3rd-6thtiercities(especiallyneighboring)1-2线城市对于3-6线城市（尤其是周边）具
29、有标杆影响力及带动效应RelatedlinkLivinginthe3rd-6thtiercities,However,theykeeppaceoflifephilosophywiththoseinthe1st-2ndtiercities关联纽带他们虽然生活在3-6线城市但生活理念与1-2线基本同步26Respondent:30-39-years-oldmiddle-agedfamilieswithchildren,amonthlyincomeofRMB10,000to15,000Q:WhatdoyouthinkaNMFC?Whatareyourfamilycarrequirements?Sma
30、ll-scalesurvey:WhatcanberegardedasaNMFC?Mr.Han,30yearsold,Weihai,corporatestaffLargespacefirst,morefamilies!Highsafetyfactoristhemostimportant,fuel-efficientsecondlyMr.Liu,34yearsold,Changzhou,restaurantmanagerMagnificentappearance,nothighfuelconsumption,enoughsecureandspace,goodpowerMr.Cui,37,Dalia
31、n,freelanceEnoughlargespace,enoughpower,andsafeandreliable,additionally,somethoughtfuldesignMr.Wang,33yearsold,Xiamen,photographerLargespace,lowfuelconsumptionandstylishappearance,reliablebrand,butnottoomanyrequirements27调查对象：30-39岁中年家庭，有孩子，月收入1万-1万5问题：您认什么是新典范家轿？您对家轿的要求是什么?小调研：什么才能称得上新典范家轿?韩先生，30岁，
32、威海，企业员工首先空间要大，家里人多！安全系数高最重要，省点油的最好刘先生，34岁，常州，餐厅经理外观要大气，油耗不要高，够安全，空间够大，动力要好崔先生，37岁，大连，自由职业空间够大，动力要够，安全可靠，另外最好能有一些贴心的设计王先生，33岁，厦门，摄影师空间大，油耗低，外观时尚品牌可靠，也不能要求过高吧28Respondent:30-39-years-oldmiddle-agedfamilieswithchildren,amonthlyincomeofRMB10,000to15,000Q:WhatdoyouthinkaNMFC?Whatareyourfamilycarrequireme
33、nts?Small-scalesurvey:WhatcanberegardedasaNMFC?Mr.Ma,36yearsold,Wuhu,corporatestaffFuel-efficient,largespaceandenoughpower,safeandreliableMr.Zhang,35yearsold,Foshan,salesmanEconomicalandpractical,durable,magnificentappearance,whiletheserviceisalsoverycriticalMr.Lee,32yearsold,Bengbu,civilservantQual
34、ityfirstandappearancesecond,additionally,largespaceMr.Yang,38yearsold,Beijing,privateownerHighcostperformance,largespace,gelivable,whilethemaintenancecostsarenottoohigh29调查对象：30-39岁中年家庭，有孩子，月收入1万-1万5问题：您认什么是新典范家轿？您对家轿的要求是什么?小调研：什么才能称得上新典范家轿?马先生，36岁，芜湖，企业职员要省油，空间要大，动力够用，要安全可靠张先生，35岁，佛山，业务员要经济实用，还要耐用，
35、外观要大气，另外服务也很关键李先生，32岁，蚌埠，公务员关键是质量，其次是外观另外就是空间要大杨先生，38岁，北京，私企老板性价比要高，空间大点，不能太肉，另外维护费用不能太高30Findings调研结果3rd-4thtierfirst-timebuyersfocusonfuelconsumptionandsafety,while1st-2ndtierconsumersbegintopursuepowerandintelligenttechnology;3、4线首购车主主要考虑油耗及安全，1-2线消费者开始追求动力与智能化技术；Relatively vague awareness on the
36、 family-car concept: more focused on economy and security,insteadofqualityanddesignalike.对家轿概念的认知相对模糊：往往更注重经济及安全，对品质、设计等关注度不高。31FuelconsumptionPropagationopportunitiesandchallengesin20152015年传播机会与挑战Brandlevel品牌层面Marketlevel市场层面Theaudienceisfuzzyonthe“NMFC”awareness,needtofurtherconsolidateandfigurat
37、ive受众对”新典范家轿”的概念认知模糊，需进一步巩固及具象化Needtomakesureofestablishingthecorrespondencebetweenthe“NMF”perceptionandthefiveadvantagesof“NMFC”需明确建立”新典范家庭”感性认知与”新典范家轿”五大优势的对应Rationalizetherelationshipbetween“HappyFamily”and“NMF”thathavemultipleoccurrencesinthepropagation2014理顺2014传播中多次出现的”幸福家庭”与”新典范家庭”的关系Underthe
38、contextofincreasingproductportfolioadjustmentandmarketcompetition,thepropagationisrequiredtoestablishagoodbasisforsales产品组合调整及市场竞争加剧，传播需为销售任务的建立良好基础Providethe3rd-6thtiertargetpopulationwitheffectiveaccessiblepropagationprogramstooffsetthechanneldeficiency针对3-6线目标人群提供有效触及的传播方案，弥补渠道的不足Integrateonlinea
39、ndofflinepropagationanddrivedealerlinkagetoformmoredirect,three-dimensionalproductpenetration整合线上线下传播，经销商联动，形成更为直接、立体的产品渗透32Familyday家庭日活动20142015NDJFMAMJJASONDSustaining持续沟通PresellNov.20-Jan.14预售LaunchJan。15Mar。15上市LaunchTVC上市电视广告Print平面广告TeaserTVC预售电视广告Print平面广告UGC+Micro-film微电影Bigscreenplan银幕总动员T
40、VplatformDeepplacementinTVplay卫视平台电视据深度植入Familydayseason2家庭日活动 第二波salesseason旋风销售季2015BigFamilyScreenPlan2015年福睿斯电影大作战ContinuedEscortmarketcommunicationplan福睿斯市场持续沟通计划33CorePRstrategiesin201534FigurativebrandAccuratemediaBrandupCommunicationsdownConsolidatedandfigurative“NMFC”conceptSelectmoreaccura
41、temediatolocktargetpopulationBrandispositionedastheNMFchoiceEffectivelycontactandinfluenceonthe3rd-6thtiertargetconsumergroups2015核心公关策略35品牌具象化媒介精准化品牌上行沟通下行巩固及具象化“新典范家轿概念选择更加精准的媒体锁定圈层人群.品牌定位为新典范家庭之选.有效触及并影响3-6线目标消费人群.Targetpopulationcommunications目标人群沟通策略Modeleffect榜样效应Mediaadvocacy媒体宣导Developmentof
42、standards制定标准Todefinethe“NMF”and“NMFC”standards明确”新典范家庭”及”新典范家轿”标准Third-partymediaadvocacytoestablishandstrengthstandardidentification第三方媒体宣导建立并强化标准认同Withstarsandmodelfamiliestovividlyandvisuallytriggerresonantandestablishidentification借助明星及榜样家庭生动直观引发共鸣、建立认同36Populationcharacteristics人群特性Desiretoest
43、ablishabenchmarkfortheirown,establishgroups渴望为自身树立标杆、建立族群Desiretoberecognizedandsharedbythecircle渴望通过圈层得到认同及分享Enjoyingthefeelingofaccomplishmentbyinfluencingothers享受着影响别人带来的成就感Targetpopulationcharacteristicsandmedia-contacthabits目标人群特性及触媒习惯 37Media-contacthabits触媒习惯Lowertierconsumersarepreferredtosu
44、chinformationchannelasdealers/autoshowandpublicpraise低线城市的消费者在信息渠道上,对经销商/车展和口碑推荐更为看重。Newonlinemedia线上新媒体SuchasInternetportals,mobilephones,threemicro(microblog,wechat,micro-film)如互联网门户网站、手机、三微（微博、微信、微电影）Highpreferencecrowd高偏好人群Repurchaseusers,80s/90sconsumers,andwomenowners再购用户 80/90消费者 女性车主Offlinee
45、xperience线下体验Suchasin-storedealerrecommendation,testdrive,autoshow,wordsoffriends/owners如汽车经销商店内推介、试乘试驾、车展、亲友/车主口碑Highpreferencecrowd高偏好人群Lowertierconsumers,womenowners低线城市消费者 女性车主Understandingofthe“NMF”concept对“新典范家庭”概念的理解WhatisNMF?什么是新典范家庭？WhethercanitcalledNMFlikethemsohighlighted?是否要向他们一样光满闪耀、万人
46、瞩目，才称得上新典范家庭？38Closefamilymembers,buteveryoneisstrugglingGivetheirkidsqualitycompanionshipandtheirparentsappropriatespaceKeepasenseofromancebetweenhusbandandwife家庭成员紧密的联接，每个人都在进取奋斗给予孩子高质量陪伴，与父母保留合适空间夫妻间浪漫感的维系NotonlyretainingthetraditionalbloodkinshipButalsohaveforeignindependentthought既保留了血脉相承的传统情愫又
47、接受着国外独立思潮的熏陶NMF新典范家庭39Understandingofthe“NMF”concept对“新典范家庭”概念的理解NMFC新典范家轿NMF新典范家庭Endlesspursuitoffashion对时尚品位的不懈追求Givethefamilyasincerepay给予家人真诚的付出Anappropriatespacetoelders与长辈保有合适的空间Pragmaticandpreciseconceptoflife务实而精准的生活理念Givekidsahighqualitycompanionship给予孩子高质量的陪伴Fashion时尚Comfort舒适Quality质量Econ
48、omic经济Care呵护Appearance外观Space空间Character品质Pragmatic经济Safety安全40RegionaltestdriveLaunchMediatestdriveRoadmapBeans “Little Happiness”Withwebcomicstrip,combinedwithinteractionaliketovividlyinterpretthe“NMF”conceptNMFInteractionAward2015JanFebMarAprMayJunJulAugSepOctNovDecProductplanCoreeventsDailydisse
49、minationTimenodeWorldFamilyDayMothersDayChildrensDayFathersDaySchoolseasonMid-AutumnFestivalSummervacationRelatedmediaawardoperationFashionQualitySpaceEconomySafetyEndingArrangeofflinelandingactivitiesbycopingwiththeregionaltestdriveLandingactivities“NMFC”introduction“NMFC”strengthening“NMFC”continu
50、ationCorestrategyContinuedandfigurative“NMFC”concept,effectivelytouchthe3rd-6thtiertargetconsumergroups41区域试驾上市媒体试驾Roadmap新典范家庭系列漫画以网络漫画连载、结合互动等方式生动诠释“新典范家庭”概念2015新典范家庭 互动评选JanFebMarAprMayJunJulAugSepOctNovDec产品计划核心事件日常传播时间节点世界家庭日母亲节儿童节父亲节开学季中秋节暑期相关媒体奖项操作时尚品质空间经济安全收官配合区域试驾安排同区域线下落地活动落地活动“新典范家轿”概念导入期
