新车上市推广方案.ppt
《新车上市推广方案.ppt》由会员分享,可在线阅读,更多相关《新车上市推广方案.ppt(166页珍藏版)》请在三一文库上搜索。
1、Evoque Launch Stragety 上市推广案,2011.4.16,Theres a kind of wild 有一种狂野,You can get it without words 不需言语诉说,Engrave the SUV legend With life 用生命镌刻越野传奇,Theres no road cant be conquested 没有征服不了的路途,From extreme wild 脱胎极致狂野,To a new cross-border chapter 开启新的跨界篇章,Inherit excellence 传承品牌卓越标签,Leading metropolis
2、 SUV peaking 引领都市越野巅峰,Show sumptuous 独显瞩目奢华,Be pioneer 尽揽时代先锋,完美 艺术展现 Perfect art,勾勒 城市流光溢彩 Outline the Color of city,抗拒定义枷锁 Never Comprise to definition,彰显个性魅力风暴 Show personality,Ignite passion点燃生命独特激情,崇尚自由风尚 Advocate free,追随简约线条 Follow brief lines,诠释解构美学巅峰 Interpretation deconstruction peak,点亮城市炫目
3、奇迹 Brightening city miracle,Acme of aesthetics引爆世界极致美学,行走在都市中的解构美学 Walking deconstruction in city,Fashion is an attitude more than a positioning 时尚 是一种定位 更是一种态度,It refuse to be bounded, just show a concept or thought through simple expression 拒绝束缚 用最简单的表达来精辟诠释一个概念 一种想法,It show off the city fashion o
4、wn to Evoque by Deconstriction 他以“解构主义美学”的方式,来全新演绎只属于路虎的都市时尚,This is the attitude of Evoque 这就是 Evoque 的态度,Deconstruction Definition 何为“解构主义” ?,In the end of 19th century, Nietzsche claimed that “God has gone”, and he also requested “revalue all the value”. Thus began the Ideological trend of ration
5、al doughting and subversion of tradition. 19世纪末,尼采宣称“上帝死了”,并要求“重估一切价值”。作为一股质疑理性、颠覆传统的思潮,奠定了“解构主义”的思想溯源。 In the 60 years, Jacques Derrida from French gave the advocacy of Deconstruction again. He suggested a opening attitude to review the world, which made him become the modern opinion leader of Deco
6、nstruction. 60年代,法国人雅克德里达高举“解构主义”大旗,他倡导“以多元化的开放态度”来审视一切,成为了“解构主义”近现代的精神领袖。,Deconstruction Definition 何为“解构主义” ?,Deconstruction is the period of decomposition and reconstruction. It refuse to regular and bound. It suggests the opening attitude to accommodate and review. Especially using the simple li
7、ne to show the essence, which creates the change direct to your heart. Less is more is the perfect performance of deconstruction. 解构主义是一个“先分解”再“重组构建”的过程,它拒绝墨守成规,拒绝被束缚,它主张以多元化的开放心态来容纳和审视事物,它擅长用最简单的线条来勾勒事物的精髓,实现直指人心的创变。 Less than more 既是解构主义的完美体现,Masters made “Deconstruction” as classic! 他们都是“解构主义”的应用
8、大师,而他们的品牌和作品,也都一一成为了人们膜拜的经典,From Philosophy to Art 从哲学到艺术 Masters led “Deconstruction” in luxury brands palace 大师让“解构主义”成为了卓尔不群的代名词 登上了奢侈品的殿堂成为圣典,谁将成为下一个为“解构主义”正言的奢侈品牌?,Range Rover Evoque,Who will be the next ?,Evoque, the art of “Deconstruction” Evoque 对“解构主义”的演绎,对品牌态度的解构 (in the brand),Range Rover
9、 itself is a way of deconstruct of the brand. From it but more than it 从品牌层面而言 Range Rover本身就是对品牌的一次解构,脱胎于路虎却又充满了 “都市化”的主题,让品牌在表达上更多元。 .,对设计艺术的解构 (in the design),对都市时尚的认知解构 (be the friend of city environment),Evoque 的线型车身设计,简洁、灵动而时尚,是对路虎传统车型的一次颠覆和解构。 而线条车更是一次解构主义美学的完美诠释 Evoques line body design tota
10、lly changed traditional look of LAND ROVER, is the perfect sound of “Deconstruction”.,Evoque 对环保材料及混合燃料的大胆应用,是一次对“城市可持续发展”的思考, 更是对都市新时尚的理念解构。 Evoques environmentally friendly materials and mixed fuel will be the news concept in the way of being citys friend.,20世纪末 川久保玲 将“解构主义”在时装设计领域发挥到了极致 20th cent
11、ury Rei Kawakubo used it into fashion design 2011 evoque will be the model of “Deconstruction”in Automotive Design,19世纪末 “解构主义”哲学诞生 Late 19th century “Deconstruction”started,20世纪70年代 伯纳德 屈米 将“解构主义”引入建筑设计领域 70s 20th century Bernard Tschumi guided it into Architectural design,2011年 evoque 将成为“解构主义美学”引
12、入汽车工业领域的先驱,Agenda 目录,Background & Marketing Objcetive 项目背景及市场目标 Communication Strategy 沟通策略分析 Huayi Night Sponsor 华谊明星慈善夜 Road Show 巡展策划 OwnersParty 车主派对 Evoque Deconstruction Night “解构主义”之夜 Test Driver 试乘试驾 Team Introduction 团队介绍 Budget Estimate 报价,Agenda 目录,Background & Marketing Objcetive 项目背景及市场
13、目标 Communication Strategy 沟通策略分析 Huayi Night Sponsor 华谊明星慈善夜 Road Show 巡展策划 OwnersParty 车主派对 Evoque Deconstruction Night “解构主义”之夜 Test Driver 试乘试驾 Team Introduction 团队介绍 Budget Estimate 报价,Marketing Background,The SUV branch-marketing has grown quickly in recent years and gain more and more market s
14、hare since Porsche Cayenne draw a imported city SUV hot spot. 最近几年,国内SUV市场增长非常的快,以卡宴为主的进口城市SUV掀起了一阵购买SUV热潮。,Marketing Background,Consumers are seeking for minority models in order to show out their personality and take it as the symbol of Identity. This is a new change in marketing which becomes mor
15、e popular. 普通的车型难以成为身份象征,于是更多的消费者开始寻求小众车型,以彰显个性。这是现在汽车市场的新变化,也是新的发展趋势。 New coming branding has big chance to successfully create brand and get people love it, cause the branch-marketing grows slowly and the brands in it has not quite clear image to consumer. 由于该市场起步成长较慢,市场对各子品牌认知模糊,成功塑造自己的品牌个性机会较大。,
16、Land Rover is the only one brand who is only focus on SUV, which giving people the strong brand linkage and gain many word of mouth in the industry. 作为一个唯一专注于SUV车型的品牌,在行业内具有良好的口碑与品牌形象 Comparing with others, Evoque performances perfect and seems more fashion and design. 与其他同类车型相比,Evoque在原先SUV领域表现稳定的情
17、况下,更为强调设计与时尚感,Project Background,Marketing Objective,Build word of mouth to spur on awareness and familiarity, which can lead to consideration Enhance Evoques “Presence” & “Trendsetter” position in the market Target a audience marginally younger (28 year old bulls-eye) positioning as the fashion and
18、 deconstruction design style,Agenda 目录,Background & Marketing Objcetive 项目背景及市场目标 Communication Strategy 沟通策略分析 Huayi Night Sponsor 华谊明星慈善夜 Road Show 巡展策划 OwnersParty 车主派对 Evoque Deconstruction Night “解构主义”之夜 Test Driver 试乘试驾 Team Introduction 团队介绍 Budget Estimate 报价,They want show their excellent a
19、esthetic taste through Ranger Rover. 他们希望Range Rover能显示自己卓越审美品味,They want show their identity 同时体现自己的身份,Consumer Insight,Show their personality and make them seems more fashion. 让自己显得更时尚,在都市生活中彰显独特个性,A. Brand deconstruction campaign, which changes the traditional Range Rover brand image into fashion
20、 and metropolis Range Rover brand image. 一次品牌认知的“解构主义”运动, “越野硬汉 时尚绅士”的标志性转变 改变消费者对“Range Rover”的传统认知,开启品牌“时尚”、“动感”的都市化序幕;,So, the PR communication should cover below tasks:,B. Show out the clear brand image of Range Rover, making people notice the difference among competitors. 在高端 SUV 扎堆竞争的市场格局中,承载鲜
21、明的形象区隔, 基础上通过“Evoque”的全新时尚造型来演绎品牌的解构精神;,Delivery of brand promise 品牌承诺的传递 The opinion of independence ,fashion, luxury, etc. 在演绎奢华、时尚、都市化体验的同时,延续和坚持品牌惯有的“独立”和“张扬”的个性主张。,July,Aug,Sep,Jun,Oct,Huayi Night Sponsor,黄宇兴,范欣 deconstruction design roadshow,launch,Test Drive,Campaign Calendar,Dec,Nov,double-d
22、ecker bus show,LR Owners Jamboree,Phase 1,Phase 3,Phase 2,Agenda 目录,Background & Marketing Objcetive 项目背景及市场目标 Communication Strategy 沟通策略分析 Huayi Night Sponsor 华谊明星慈善夜 Road Show 巡展策划 OwnersParty 车主派对 Evoque Deconstruction Night “解构主义”之夜 Test Driver 试乘试驾 Team Introduction 团队介绍 Budget Estimate 报价,Jul
23、y,Aug,Sep,Jun,Oct,Huayi Night Sponsor,黄宇兴,范欣 deconstruction design roadshow,launch,Test Drive,Campaign Calendar,Dec,Nov,double-decker bus show,LR Owners Jamboree,Phase 1,Phase 3,Phase 2,Evoque是Range Rover导入品牌形象的拳头产品 这是Range Rover汽车冲击城市SUV市场的第一步,也是打造整个品牌汽车新形象的新希望!,为什么是华谊璀璨之夜?,第一,借“势”,2011年最强势的时尚公关事件-
24、强势的公共关注度 超强的顶级明星阵容-持久的明星话题效应 全面的媒体推广渠道-高密度的品牌产品认知,对华谊璀璨之夜而言,对Evoque而言,为什么是华谊璀璨之夜?,第二,造“势”,有型,有款的顶级精英-精准概括产品目标受众 从事设计行业且成就斐然-完美契合品牌形象定位,邀请黄宇兴,范欣进行相关产品设计,对Evoque而言,为什么是华谊璀璨之夜?,第三,传“势”,充分利用华谊的重量级媒体资源,在目标受众关注的主阵地形成360立体公关。 开展设计,捐赠,命名,展示等多层次的主题线下活动配合 利用桦谢集团旗下的中国最高端汽车媒体杂志名车志,精准打击产品目标受众人群。,在本次时尚晚宴期间采用主赞助商的
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 新车 上市 推广 方案
链接地址:https://www.31doc.com/p-5187319.html