2015长安福特福睿斯公关传播方案-国际4A电通【汽车】

3 18 43 93 122 Escort: ModelEscort：典范 Becamea perfect model of family car with free drivein 1968, with the European sales of over 16 million cars.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。 In the 1960s, created a precedent of Ford in the UK, cumulative sales of more than 4 million cars in the past three decades.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。Won the consecutive RAC Rally (renamed later) championship from 1975 to 1979.1975年至1979年，连续赢得了后来改为英国拉力赛的RAC Rally赛事的冠军。Won the WRC manufactures championship in 1979.1979年，获得1979年WRC的厂商冠军。In 2013, Escort concept car debuted stunningly in the Shanghai International Auto Show.2013年，Escort概念车在上海国际车展全球首次惊艳亮相。 Replace the classic Fox to form a double car strategy with the new FoxEnhance the Ford brand competitiveness in the mid-grade car marketFulfill the “Endless Progress” 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 ¢Establish the “New Model Family Car (NMFC)”brand awareness and reputation¢建立”新典范家轿”品牌知名度与美誉度¢Complete the annual sales target of 235,024cars (3.8% market share)¢完成235,024台年度销售目标（市场份额3.8）¢Average market share 2015- 2023 of 3%¢2015-2023平均市场份额达到3%¢Monthly sales of 20,000 cars¢月销量20000台 Enterprising debut in 2015,2015年进取登场， Facing with fierce competition in the mid-grade car market,面对中级车市场的激烈竞争 How will Escort successfully replace the classic Fox, and drive the Changan Ford sales into a new height? 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？ Competitive analysis竞争分析 ¢In the mid-grade car market, four major competitors have adopted a multi-brand strategy to seize market share, about 5.8% market share for the Ford double-carstrategy. ¢在中级车市场，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%。¢Escort’s competitors are locked as: Bora, Langdong, Yuedong, and Cruze; ¢福睿斯的竞争对手锁定为：宝来、朗动、悦动、科鲁兹；¢Appearance, cost performance, interior space and fuel consumption are these competitors’ main selling points.¢外观、性价比、内部空间、油耗是竞品的主要购买理由。¢Elantra and Cruze have an obvious advantage on appearance; the Korean-competing products are short in durability and safety, but an obvious fuel-consumptionadvantage. Competitive market position竞争市场定位 Market strategy市场策略 Brand “NMFC” leader imagefigurative of Chinese family Reputation Transfer the value tailored by Ford’sglobal technology for Chinese family Sales To seize the mid-grade car market sharetogether with the new Fox portfolio that has madethe Ford brand sales increase to a new height 品牌 具象化中国家庭”新典范家轿”引领者形象 Review the Escort propagation 2014 ¢Took third-party CCTV authoritative media reports as the principal propagation line throughoutthe year, making a stronger endorsement for the propagation of Escort’s “NMFC” positioning andproduct selling points.¢Highly interactivity and multitudinousness, widely disseminating through the media cooperation,transferring the emotional “Happy Family” concept to laid an emotional foundation for new carlaunch. ¢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。 Therefore, it is suggested to uniformly use the “New Model Family (NMF)” concept and further strengthen thecorrelation between “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 Overview on the major competitive product propagation FAW-VW- Bora Disseminative topic: always interesting life ¢“Interesting” based core, combining with interactive, cartoon and funny videos and other forms, which iseasier to attract young and fashionableconsumer concerns;¢Work with the famous host Dapeng to launch the humorous short videoBora Funs,vividly and visually showing new Bora’s advantages Chevrolet – Cruze Focus dissemination: rapid handling experience¢Too much gimmick of “Technology Wisdom Challenge Tour” before launching,attracting offline participation and test drive experience;¢Combined with games and videos to show a good sense of control,passing a distinctive brandpersonality. 主要竞品传播概况 一汽大众-宝来 传播主题：时刻趣动生活 ¢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势 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； Target consumer groups目标消费人群 Forward-looking householder具有前瞻视野的一家之主 To take good care of my family is always put in my first,So I need to provide them with the best standard of living inkeeping with the times. 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。 定义这些家庭的“进取”Define these families’ “go-aheadism” They are modern families, rather than the fashion-conscious: not outdated, but not premature.They are more outgoing, but still family-intimate, enjoying the time to accompany each other.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。 The key to impress them: security, comfort, keeping with the times打动他们的关键：安全、舒适、紧跟时代 Targeted consumer segments目标消费人群细分 Small-scale survey: What can be regarded as a NMFC? Respondent: 30 - 39-years-old middle-aged families with children, a monthly income of RMB 10,000 to 15,000Q: What do you think a NMFC? What are your family car req