2019年东方仁德-大众品牌升级及传播策略方案EN.ppt
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1、FAW-VW After-Sales 2004 Communications,2/20/2004,Agenda,1. Customer loyalty Sales / After-Sales 2. Automotive Market Sales / After-Sales 3. Competitive Activity OEMs Independents 4. FAW-VW: After-Sales Market situation O&R Analysis 5. Direction Customer Key Message 6. Concepts & Ideas Integrated pro
2、gram 7. Conclusion,1. Customer loyalty,Sales,After-Sales,Customer loyalty,The traditional dealer division:,Sales,After-Sales,Customer loyalty,But in a very competitive market, theyre closely linked.,Sales,After-Sales (contact),After-Sales (attribute),Customer loyalty,The connection starts before pur
3、chase. 32% believe After-Sales Service is an attribute when buying a car.,Source: China Operation & Management Survey, 2003,Sales,After-Sales (contact),After-Sales (attribute),After-Sales (contact),After-Sales (contact),Sales,Pre-purchase leading to Sales,Purchase,Between purchase - leading to resal
4、e value of current car & brand loyalty for next car.,Re-purchase,Customer loyalty,How customer loyalty is maintained. Far more contact with After-Sales than with Sales.,Customer loyalty,The loyalty circle. The benefit returns to After-Sales again and again.,FAW-VW Sales,FAW-VW After-Sales,FAW-VW Aft
5、er-Sales,FAW-VW After-Sales,Loyal FAW-VW customers,People influenced by loyal FAW-VW customers,Customer loyalty,Full impact of customer loyalty.,People influenced by loyal FAW-VW customers,People influenced by loyal FAW-VW customers,Customer loyalty to FAW-VW comes from both Sales and After-Sales. I
6、n a competitive market, both Sales and After-Sales must contribute to building customer loyalty. The loyalty circle shows that the benefits come back to After-Sales again and again. The effect is multiplied by customers influencing others.,Customer loyalty,Summary:,2. Automotive Market,Automotive Ma
7、rket,A brief review of how competitive the automotive market really is in China : Sales After-Sales,Automotive Market: Sales,20 years ago, just 60 private cars - now over 10m.,600k 500K 400K 300K 250K 200K 150K 100K,Source: ARA,37 new car models launched in 2003,Automotive Market: Sales,Today there
8、are 123 car manufacturers in China.,Source: 中国 Statistics Bureau, 2003,Source: China Statistics Bureau, 2003,Source: China Statistics Bureau, 2003:,Supply now exceeds demand.,Automotive Market: Sales,Communications spending is multiplying.,RMB 000,RMB 000,142%,297%,81%,131%,19%,2234%,132%,Source: CV
9、SC-TNC Research, 2003. Category: 100,000 - 200,000 RMB,Automotive Market: Sales,Future sales projection.,Source: ARA,Automotive Market,Intense competition in After-Sales.,Intense competition in Sales.,Implication:,Automotive Market: After-Sales,After-Sales enterprises in China.,2003: 600K (E),2002:
10、500K,2001: 220K,Source: Sino Net,Automotive Market: After-Sales,Market projection.,Source: Boston Consulting Group, Access Asia (inc. after-sales & spare parts),$ US Billion,Automotive Market: After-Sales,Predicting the future: After-Sales analysis US.,Heavy / Collision Repairs,Light/ Medium Repairs
11、,Maintenance Servicing,Parts & Accessories,OEM Dealers,OEM Franchised Service Stations,OEM-owned Auto Service Chains,Supermarkets,Tire Companies,Lubricants,Parts/ Specialist Companies,Auto Service Chains,Body Shops,Private Companies,Example,Independents,OEM-Affiliated,Sentry Ford, Inc.,Automotive Ma
12、rket: After-Sales,After-Sales analysis US: OEM response.,Source: Boston Consulting Group, Access Asia,Independents,Independents,OEM,OEM,Automotive Market: After-Sales,OEM involvement: Asia example,Express service, cheaper genuine parts: Thailand, Japan,Similar for Toyota: Malaysia, Philippines Thail
13、and,30 minutes test maintenance services,Cheaper genuine parts,6-month warranty,Plus Fast Tech Services,Quick repair service system,Transparent pricing,-40% cheaper parts for TOYOTA,Manufactures warranty,Plus Thunder Services,3. Competitive Activity,Competitive Activity,China: OEMs. OEMs in China ar
14、e beginning to brand their After-Sales services. Events are mostly similar. Communications talk mostly about “care” and “heart.”,Competitive Activity,China: Independents Independent chains all have brands. These brands are now starting into communications.,Competitive Activity,Review 2003: OEM Free
15、test events OEM Internal contest Communications: OEMs Service chains,Competitive Activity,Free test events: Examples.,Date from Spring & service to your heart,2 weeks free test services,Buick Care New care from new year,Brilliance Auto,Nanjing Fiat,SGM,Guangzhou Honda,Special service for 4 seasons w
16、ith love,Sincere Service Care forever,FAW-VW,Deliver cool during summer events,Beijing Hyundai,Chery,Chery heart warming services of winter,South East,Check up for your satisfaction of Spring,Tourism of autumn,Hainan Mazda,Toyota,2 weeks free test services,Competitive Activity,Service Skills Contest
17、s in 2003:,The 3rd After-Sales Services Contest,Dongfeng-Nissan 1st NISTEC Contest,Toyota Service Champions Contest,Honda,Fiat,Toyota,Nissan,The 1st Service Contest of Nanjing Fiat,“Nick-Nickel” Contest,FAW-VW,Competitive Activity,SVW now on TV:,Competitive Activity,SGM:,Competitive Activity,Toyota:
18、,Competitive Activity,FAW-Mazda:,Competitive Activity,Nanjing-Fiat:,Competitive Activity,Dongfeng-Nissan:,Competitive Activity,Bosch:,4. FAW-VW After-Sales,FAW-VW After-Sales,Market share: #2,SVW FAW-VW SGM Others,FAW-VW After-Sales,Dealer network: #2,FAW-VW 17,FAW-VW 12,FAW-VW 18,FAW-VW 2,FAW-VW 31
19、,FAW-VW 3,FAW-VW 4,FAW-VW 1,FAW-VW 7,FAW-VW 3,FAW-VW 1,FAW-VW 2,FAW-VW 2,FAW-VW 31,FAW-VW 4,FAW-VW 5,FAW-VW 14,FAW-VW 30,FAW-VW 4,FAW-VW 5,FAW-VW 19,FAW-VW 7,FAW-VW 3,FAW-VW 24,FAW-VW 5,FAW-VW 12,FAW-VW 36,FAW-VW After-Sales,Brand perception: #10,Source:2003 Attitude and Image,FAW-VW After-Sales,Cus
20、tomer satisfaction index: FAW-VW #6,Source: JD Power,FAW-VW After-Sales,O&R analysis.,Competition is growing in the After-Sales market. Communication spending by both OEMs and Independents is multiplying. Customer loyalty depends on image perception. Customer experience is average, but perception of
21、 FAW-VW After-Sales is not as good as it should be, compare to its share. With increased competition, it may get worse.,FAW-VW After-Sales,O&R analysis.,In a highly competitive market like China, upgrading perception in order to improve customer loyalty needs a fully integrated communications progra
22、m.,5. Direction,Direction,The first option analysed:,Care for your car This is an appealing proposition but our analysis has found that it is already used by competitors, including SVW and SGM. International research proves that if two companies use the same direction, the result is confusion and th
23、e customer usually gives the market leader the credit - in this case, SVW. Care as a proposition may therefore be a potential waste of budget. To be effective in a highly competitive environment, it is necessary to differentiate FAW-VW After-Sales. We decided to look at the customers.,Direction,Cust
24、omer profile: Sales / After-Sales,Age,Gender,Income,Education,Source: JD Power,Direction,FAW-VW customer profile vs. market average. Older. More male. More mainstream in income and education.,Direction,O&R customer interviews. Knowing the customer base, we divided the interviews into three.,Pre-Purc
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