Planning automobile marketing design scheme

Planning automobile marketing design scheme

In order to ensure the smooth development of things or work, it is often necessary to prepare a plan in advance, which is a business plan that defines the time, place, purpose, expected effect, budget and method of specific actions. So how should we make a plan? The following is my carefully organized design scheme for planning automobile marketing, hoping to help everyone.

Planning automobile marketing design scheme 1 1. Activity background

Due to a number of national policies, the automobile sales in the first half of xx declined, and the overall market was in a slump. Mid-Autumn Festival and National Day are just the shopping season for Chinese people and the peak season for the auto market. We hereby hold sales promotion activities to stimulate consumers, promote sales and complete the annual task.

Second, the purpose of Mid-Autumn Festival car promotion

Stimulate consumers, boost sales and complete annual tasks.

Third, the theme of the event

"Mid-Autumn Festival car gifts, national carnival" theme promotion activities

Fourth, the activity time

September 1 day of xx —— September 18.

Verb (abbreviation for verb) target audience

Potential customers, car buyers

Activity of intransitive verbs

1. During the promotion period, you can get a maximum discount of 20,000 yuan for purchasing the designated car.

2. During the promotion period, whoever buys this model can get a car decoration or car maintenance card of more than 1000 yuan.

3. During the promotion period, anyone who buys any car can participate in the lucky draw of Mid-Autumn Festival on the same day and send Mid-Autumn Festival gifts (gifts include car cushions, car perfume, car gifts, moon cakes, etc.). ).

Seven, advertising

1, big advertisements in automobile columns of major newspapers.

2. Local TV advertisements

3, outdoor car advertising

4. Office building elevator advertisement

5. Advertisements of major automobile portals

Eight. Activity budget

Xx RMB. Specific cost: xx

Nine. Supplementary activities

1. Divide people into responsibility groups and work together.

2. Make contingency plans.

3. Clearly explain the purpose and theme of the activity to employees.

X. Summary of activities

1. After the activity, evaluate the effect of the activity.

2. Recalculate the activity cost.

A good Mid-Autumn Festival car promotion plan should not only have a clear overall activity framework, but also have the best detailed analysis in the process. For example, the eighth and ninth parts of the cost budget, it is best to be detailed to a gift cost statistics; The ninth part of the personnel arrangement, it is best to be specific to a certain person. The Mid-Autumn Festival activity plan should be withdrawn as soon as possible, and publicity should be in place.

Planning automobile marketing design II. Activity background

As the number one mini-car manufacturer in China, xxxx Company currently has an annual production capacity of 6,543,800+8,000 vehicles. Xxxx, which is expanding, is expected to have an annual production capacity of 336,000 vehicles by X.

The products produced by the company include four series ***2 10 models: commercial vehicles, minivans, minivans and minivans. In 65438+February of X year, SAIC-GM-Wuling began to produce Chevrolet spark mini-car, which was the first time to produce Chevrolet brand cars in China.

SAIC-GM-Wuling has 400 dealers and 400 after-sales service outlets, which are densely distributed in 29 provinces, municipalities and autonomous regions in China. In X years, the sales volume of SAIC-GM-Wuling * * * 180 and 188 vehicles increased by 22 and 8% compared with last year. Through the popularity and reputation of SAIC-GM-Wuling Automobile Co., Ltd. in China, the automobile sales have increased greatly over the years, which is well-known in the target market. Nowadays, it has become the ideal and ambition of SAIC-GM-Wuling Automobile to meet the needs of consumers with unique new models at the right time, so that people who know life can experience life better and provide the best and most favorable products for the market. To be a micro car, you need word of mouth. Huzhou Tong Ling Automobile Co., Ltd. seized the opportunity during the New Year's Day and carried out further publicity in three counties and two districts of Huzhou.

Second, the purpose of the activity

Aiming at the pursuit of good reputation, strong motivation and good after-sales service by the micro-car market and target consumers, it meets the psychological needs of consumers.

With the relaxed and fashionable psychology that people yearn for, a brand-new Chevrolet spark with personality, fashion and beauty is launched, so that consumers can experience the relaxed mood after work.

With the help of the concept operation of Wuling cyclone, new products-single and double-row cyclone are introduced to further improve the concept of extraordinary space.

Through activities, the distance between consumers and cars will be shortened, and the brand image of Huzhou Tong Ling Automobile Co., Ltd. will be enhanced.

Third, the focus of the activity

For customers: pursue relaxed, fashionable and tasteful consumer demand, experience the true meaning of life and show individual taste. (Cheval Blue spark), the pursuit of high efficiency, strong power, low-risk consumer demand. (Wuling mini car)

For the company: understand consumer psychology, see market demand clearly, build confidence, strive to achieve good results and enhance brand image.

For the industry: don't underestimate the competition of other brands, recognize the brand positioning and functional value of products, and don't fall behind.

Four. Programme of activities

Activity plan: By holding small auto shows in Huzhou, attract target customers, promote purchase behavior and enhance brand image.

Activity content: create a relaxed activity atmosphere, give people a relaxed and free sense of buying a car, which is different from the same industry.

Specific operation:

Huzhou 1

Distribute leaflets first

Scheme 1: ① put a big arch (if possible, put a big balloon) at the entrance of Huzhou Tong Ling Automobile Co., Ltd. (No.X98 Lingyang Road), ② colorful flags, ③ slogans and promotional tips.

Scheme 2, Huzhou Qiancun. Reason: Because the land in the east of Huzhou is expropriated and belongs to the new countryside, farmers have expropriated money, so buying a car to transport or carrying passengers is a good way to make a living.

2. Changxing area: leaflets come first.

Heading for Jiapu, a Three Gorges immigrant area. Reason: Consumers in the Three Gorges Immigrant Area have no living security, no jobs and no financial resources. Buying a car, running for transportation or carrying passengers is one way, and the state has a three-year preferential policy (saving some procedures).

3. Anji area: Leaflets come first.

Auto shows, archways and banners are held in the county square, in front of the county government and in areas with high population density. Ps: For example, in remote mountainous areas such as Xiaofeng and Hanggai band, township propaganda is carried out and leaflets are distributed first. Because it's a long way, you can call ahead.

Plan the automobile marketing design scheme. The company offers product promotion.

During the National Day, not only did cars sell well, but there were not too many auto supplies. In order to better thank our customers for their sales during the National Day, Huanze auto supplies are making a profit, and our company specially took out the products of Foxge to cooperate with the promotion plan during the National Day: in order to increase sales and better performance,

Fox China online 300, Fox China online National Day promotion 400. If you order Fox China, you can buy 700 without tax, 1 take 5, 800 with tax, 1 take 5. Our company will have a five-day holiday on National Day. Please order quickly.

1, new car on the market

Many manufacturers will launch their own new models during the National Day to expand their product lines and improve their competitiveness. Holding this series of promotional activities requires a prelude to vigorous publicity, otherwise, it will be difficult for people to have trust in new products. In addition, there should be some concessions on the price.

Disadvantages of national day promotion of new cars: there is no comparison in price. Most people think that the listing of new cars is not necessarily the most favorable, and the more favorable ones should be behind.

2. Price reduction promotion

Due to the serious homogenization competition, the word "Didi" has become the main action of promotion. Price reduction promotion is the most common activity scheme in National Day promotion activities. During the activity, according to different models, the profit will be reduced to 1000 yuan on the basis of the original price, and the highest discount will be 10000 yuan.

There is a premise for price reduction promotion: avoid the premise of National Day, and take the opportunity to reduce the price during National Day. This method of increasing the price first and then reducing the price is not sincere enough in the eyes of most customers.

3, National Day car gift package

In order to attract consumers to buy, buying a car and giving gifts is also a common way for dealers. Gift packages that can be sent include: fuel card, car film, car damage insurance, commercial third party insurance, theft insurance and vehicle personnel liability insurance, excluding deductible insurance.

This is the most common way for car dealers, that is, giving gifts worth a certain amount to car buyers. Recently, more and more people send GPS. If there is such a word as "value package" in the advertisement of car dealers, it basically belongs to this category. Of course, there are also 4S stores that provide inventory.

Step 4 reward old customers

Recommended by friends and colleagues, this is the decisive factor that affects most consumers to buy a car. In automobile marketing, this is called word-of-mouth effect. Therefore, car dealers have used their brains in this regard. For example, FAW Toyota dealers have launched such activities: old customers who successfully introduce new customers to buy cars will receive thousands of dollars in rewards. If friends and colleagues really say how good the car he drives is, it's strange not to be moved.

5, packaging sales

Guaranteed sales means getting a good license before sales. When Hangzhou issued the "88" license plate, Tianjin FAW dealers adopted the sales promotion method of packaged sales. Because the license plate number starts with "88", these vehicles are very popular, and the only eight chartered cars of the dealer were robbed.

6. Buy a car with an interest-free mortgage

After the car buyer pays 50% of the car payment, the balance needs to be paid off within two years. A car of about 200,000 yuan can save at least 654.38+0,000 yuan in interest if it is purchased by interest-free mortgage.

The central point of the holiday promotion plan must be "really giving customers a discount", which is also the premise of promotion. By holding activities to attract more consumers and related people, automobile promotion activities are becoming more and more abundant and wider, and gradually form a group activity. In addition, the National Day preferential activities can carry out free testing activities in autumn, including 2 1 testing content. The national day car purchase promotion not only plays a propaganda role, but also helps the business in the second half of the year and boosts morale.

I wish our customers a happy National Day in advance! Sales hit a new high.

Plan the automobile marketing design scheme. Purpose of the activity: Is the purpose of the activity to deal with the products in stock? Is it to increase sales? Or a promotion? Only when it is clear can the activity be targeted.

Second, the target audience: is the activity aimed at everyone in the target market or a specific group? What is the scope of activity control? Who is the main target of the promotion? Who is the secondary target of promotion? Whether these choices are correct or not will directly affect the final effect of promotion.

Third, the theme of the event: mainly for promotion? Publicity? Or thank consumers?

Fourth, the way of activity: This part mainly expounds the specific way of activity. There are two important issues to consider: determining the crowd and determining the degree of stimulation.

5. Time and place of activities: Choosing the right time and place of promotional activities will get twice the result with half the effort, and improper selection will be thankless. Try to let consumers have free time to participate, and make the location convenient for consumers, and communicate with urban management, industry and commerce departments in advance. Not only is the timing and place of the promotion important, but how long it lasts and the best effect is also important. The duration is too short, and repeated purchases cannot be realized within this time, and many benefits that should be obtained cannot be realized; If it lasts too long, it will cause high cost, the market will not be hot, and the value of customers will be reduced.

6. Advertising cooperation mode: A successful promotion needs all-round advertising cooperation. What kind of advertising creativity and expression do you choose? What kind of media hype do you choose? These all mean different audience arrival rates and cost inputs.

Seven. Pre-preparation: Pre-preparation is divided into three parts: personnel arrangement, material preparation and test scheme.

Eight, medium-term operation: medium-term operation is mainly activity discipline and field control. Discipline is the guarantee of combat effectiveness and the prerequisite for the perfect implementation of the plan. In the plan, all aspects of participants' discipline should be specified in detail.

Nine. Post-promotion: Post-promotion is mainly a matter of media publicity. In what way and through what media will the incident be followed up? Melatonin is a master in this field, even if it is a less successful promotion, it will be on fire in the media with unprecedented pomp.

X. cost budget: without benefits, there is no meaning of existence. The cost input and output of promotional activities should be budgeted. At that time, the "Sunshine Action Plan B" of Aiduo VCD ended in failure because there was no budget for the cost. It was not until afterwards that it was discovered that the planning company had no financial support at all. A good idea is not enough for a good promotion.

XI。 Accident prevention: Every activity may have some accidents. For example, the intervention of government departments, consumer complaints, and even the sudden change of weather have made it impossible to continue outdoor promotion activities. Necessary human, material, material and financial preparations must be made for all possible accidents.

12. effect prediction: predict what effect this activity will achieve, so as to compare it with the actual situation after the activity, and summarize the success or failure from the aspects of stimulation degree, promotion opportunity and promotion media.

The above twelve parts are a framework of the promotion plan. In practice, we should boldly imagine, carefully verify, analyze and compare, and optimize the combination to achieve the best benefits. With a convincing and operational activity plan, you can get the company to support your plan, and you can also ensure the perfect implementation of the plan, so that the promotion activities can play the role of four or two thousand yuan.

Types of automobile promotion activities

Opening promotion activities

Generally speaking, it is the opening and promotion of new stores or the promotion of new models. The most direct activities of this kind are price reduction, discount and giving away insurance. , as well as providing zero-interest car purchases and gift packages.

Thank consumers for their promotional activities.

In order to celebrate the sales volume reaching a certain amount, thank consumers, enjoy the great value gift package when buying a car, buy a car at zero interest rate, and how much is the minimum down payment. In addition, some merchants will also launch some activities such as in-car warranty and gift giving.

Holiday and special holiday promotions

Holiday promotion activities are common and effective activities, generally holiday price promotion. Hold test drive, tree planting, volunteer activities and other activities on holidays.

Planning the design scheme of automobile marketing 5 I. Market analysis:

1, national market analysis:

Since China joined the WTO in xx, the tariff on whole vehicles has been reduced from 70% to 80% to 25% now, and the tariff on auto parts has also been reduced to 10%. In addition, a series of preferential policies for automobiles issued by the state and the dazzling listing of new cars have basically stood the test, and automobile production enterprises continue to be in line with international standards in product quality and management, thanks to 50% of the mid-to-high-end car market.

China's high-income earners are mainly concentrated in the following occupations: famous movie stars, singers, fashion models, writers and athletes, some individual and private entrepreneurs, middle and senior employees in foreign companies and international institutions, managers of financial institutions, developers and managers of real estate departments, some corporate contractors and technical shareholders, leaders in high-tech industries, famous economists and lawyers. High-income earners, who account for less than 1% of the country's total population, are the owners and actual buyers of mid-to high-end cars at present, and are also the most valuable users in the mid-to high-end car market.

The overall external environment of the joint venture car industry is getting better, and the market development space of various manufacturers is broader. Especially in large and medium-sized cities in China, with strong consumption power, advanced consumption concepts and high-quality consumer groups, it has become the most attractive market in the middle and high-end automobile sales industry, with high market success rate and high turnover rate.

2. Dalian market analysis:

In xx years, nearly 120 new cars flocked to Dalian market, which made consumers lose more than excitement: which one suits them best, which one has the highest cost performance and so on. It has become the biggest headache for consumers. Nowadays, the automobile consumption environment is becoming more and more mature, and consumers' consumption consciousness is becoming more and more rational. Personalized marketing has naturally become a trump card for businesses. For example, at the beginning of the new year, Dalian Wanhai Automobile put up the signboard of "emotional marketing": "Anyone who buys POLO during the event will be given dazzling fashion gifts". In addition, the activities of "Buy QQ3, Get One Car Free for New Year" of Dalian Baorui Automobile and "Buy Outlander Fashion Edition, Get You Eight New Year Hardcover" of Dalian Valin Automobile have won the favor of many consumers. It seems that this seemingly extravagant large-scale investment is also one of the most effective marketing methods for businesses. However, in addition to the above-mentioned marketing strategies of buying cars and giving gifts, many merchants also said that they would put themselves in the shoes of consumers and attract customers from the aspects of price, quality and service on the basis of the most basic safety and environmental protection.

Second, the environmental analysis:

1, Dalian environmental analysis:

Dalian is a relatively developed coastal city and an immigrant city. The high-income class has a relatively high density and a certain high consumption capacity. Dalian's local historical and cultural heritage is relatively weak, and its cultural accumulation is shallow, so it has strong plasticity, strong ability to accept new things, advocates fashion consumption, and has an avant-garde consumption concept, especially for household environment, transportation, clothing and other supplies.

Dalian is a world-famous tourist city. In xx, Dalian received 22.2 million domestic and foreign tourists. In the strategic decision of "revitalizing the old industrial base in Northeast China" determined by the state last year, it was clearly pointed out that Dalian should be built into an important international shipping center in Northeast Asia. Therefore, doing a good job in product marketing in Dalian, from brand influence to corporate culture communication, will play a huge role in infiltration and radiation.

2. Marketing environment analysis:

The development of automobile industry is closely related to the growth of GDP of national economy. According to the data predicted by the National Bureau of Statistics, the development speed of China's national economy in recent five years will increase steadily with the growth level of automobiles. China's GDP growth rate in recent years and in the future 10 will still maintain a high growth rate. According to international experience, the per capita GDP is about GDP4000 USD, and it is time for cars to enter the family, which is the most common law for developed countries to enter the period of private consumption of cars.

Third, SWOT analysis:

Advantages:

1, Zhongsheng Alton was founded in X, which is the first Nissan 3S service center in China, and passed the acceptance of Dongfeng Nissan in xx, becoming the first Dongfeng Nissan 4S service center in Dalian and the general agent of Zhengzhou Nissan in Dalian.

2. Zhongsheng Alton has one of the best drawing and maintenance technicians in Dalian and a superb sales team, and currently serves more than 70% of Nissan car owners in Dalian.

3. Zhongsheng Alton is equipped with professional sales teams in all brands, and the sales staff are more professional in explanation and more thoughtful in service. All car owners who want to buy Nissan cars no longer have to run around.

4. Zhongsheng Alton established a second-hand car business department in xxx, providing all-round services such as second-hand car replacement, acquisition and sales, which solved many needs of car owners.

Zhongsheng Group owns seven 4S stores in Dalian, including Zhongsheng Toyota, Yingbin Toyota, Hui Di, Alton, Lexus, Yingbin Toyota and GAC Toyota, and owns several well-known automobile brands in the automobile market-Toyota, Nissan, Audi, Lexus, Dongfeng Honda and GAC Toyota.

6. At the previous Dalian International Auto Show, Zhongsheng Group's booth was second to none, and it also won no in exhibition area, gift package value, test drive experience and the number of cars sold.

Disadvantages Disadvantages:

1. Compared with other automobile brands, American cars are famous for their luxurious atmosphere, French cars are famous for their sense of fashion and art, German cars are famous for their excellent technology, and Japanese cars are famous for their economic benefits.

2. Because of some propaganda and competition means in the process of communication, Japanese cars often leave consumers with the impression that they pay attention to economy and ignore the improvement of grade and safety performance.

Opportunity opportunity:

1, European and American cars always give people the feeling of high-end and high price, and the high fuel consumption of American cars also scares ordinary consumers. Japanese cars have high performance and value ratio, and their appearance is relatively young. Japanese cars are very popular in the world in the climate of rising global energy prices.

2. The business of Japanese cars in Europe made a great breakthrough last year, and before that, Nissan was the first to announce its profitability in Europe by virtue of its merger with Renault, which shows that Nissan's international brand influence and appeal have been formed.

3. The automobile industry is called the "engine" of the national economy in China, and it is an "1:10 industry". That is to say, every increase in the output of the automobile industry by 1 percentage point can drive the related industries such as steel, petrochemical, electronics, textile and service industry to increase the output by1percentage point.

4.xx was the year when China introduced the most new policies, which had different impacts on imported cars and domestic cars. As a commitment to join the WTO, the tariff on imported cars, light buses, off-road vehicles and other vehicles was reduced from 30% to 28% on June 1 day in xx. By July 1 in xx, the tariff on imported cars was further reduced by 3 percentage points, from 28% to 25%, completing the last reduction of the tariff on imported cars in China.

Threat: threat:

1, Sino-Japanese relations have always been an issue that cannot be ignored. Its influence may be small, but sometimes it may be the most important factor. The deterioration of Sino-Japanese relations, such as the dispute over fishing for X, the tension of oil and gas fields in the East China Sea, the Japanese government's attitude towards the war of aggression against China, and Japanese leaders' visits to the Yasukuni Shrine, will all affect the investment expansion plans of Japanese enterprises in China, and consumers' car purchase choices will also shift. It is understandable that Sino-Japanese relations are so sensitive. People in China may never forget the historical shadows such as the Nanjing Massacre and the comfort women incident. This sensitivity is lasting, and even a slight touch may adversely affect Nissan. Dalian should be said to be a relatively "pro-Japanese" city, unlike Beijing, Shanghai and some inland cities, with strong political atmosphere and citizens' political sensitivity. Dalian's cultural atmosphere and political atmosphere are relatively relaxed for Japan, but Dalian lives in China after all, and the turmoil in Sino-Japanese relations in recent years has had a relatively negative impact on Nissan's marketing and brand.

With the rapid increase of the number of motor vehicles, the traffic problems become more and more obvious. In a city like Beijing and Shanghai, where the consumption of medium and high-end cars is concentrated, the traffic situation is already embarrassing and heavy, not because there are many cars in the city. For example, there are 2 million private cars in Beijing and 5 million in Hong Kong, but Beijing is more congested than Hong Kong, indicating that Beijing's traffic management level needs to be improved. There are more than 500,000 motor vehicles in Dalian, and private cars account for 1/3. The vehicle density is not very high.

The influence of traffic deterioration on middle and high-end cars mainly depends on government policies. If the government adopts a restrictive policy on cars, it will inevitably affect the sales of cars. If the government strengthens traffic management, car sales will increase steadily.

Fourth, the purpose of the activity:

1, determine the theme of the event:

1), wedding: crystal lovers are romantic for one hundred.

(1), collecting one hundred newlyweds in xx years, X months and X days.

(2) Organize the 100 series car parade operated in this case.

(3) Romantic Star Bay grand wedding, Binhai Road Nissan series cars carrying hundreds of couples "walking" conference.

2) Cruise:

2. The theme of packaging activities:

Verb (abbreviation for verb) activity mode:

1, Wedding: Crystal lovers are romantic for one hundred years.

-"Zhongsheng Aotong" Dalian 100 Couples Collective Wedding Event

(1), through the media release and news activities, collect the newlyweds of xx years, X months and X days;

(2) Through selection, 100 pairs of group wedding participants were determined;

(3) Choose a venue with great publicity influence, convenient advertising and rapid media communication to strive for the sensational effect of the event;

(4) Organize the 100 series cars operated in this case, carrying hundreds of couples to March along the main roads in Dalian;

(5) Each couple is given a crystal car model. In this case, the words "Crystal Love, Hundred Years of Harmony" are engraved: Dalian 2007 "Zhongsheng Aotong" collective wedding commemoration;

(6) Inviting government departments or influential public figures to give speeches;

2. Cruise:

A, Zhongsheng Aotong series car marathon relay race: every 8 cars, the relay point is located in the famous scenic spots in the city;

B, the Olympic flag (baton) rises to the sky, with the theme of parade and publicity.

(2) Commitment to "Lifetime Value-Preserving Zhongsheng Automobile": In view of the price reduction and disguised price reduction of automobiles, you dare to promise to buy the X series of this case and preserve the value, that is, the supporting equipment of future automobiles will also be installed for the previous generation of automobiles free of charge. Although there is a slight loss in tactical profit, it has grasped the overall situation in strategic control: under the influence of the consumer psychology of car purchase, "brand preservation" will inevitably be realized.

Six, advertising strategy:

1, carry forward Dalian's century-old culture

2. Promote the participation of the government and the media with public welfare undertakings.

3. Stimulate more consumers' participation through interaction.

4. Expand brand influence by scale.

5. Promote advertising extension with souvenirs and deepen the influence of brand communication.

6. It is speculated that the Olympic Games is the biggest event in the sports history of China.

7. Bind the brand of this case with Dalian's participation in the Olympic Games.

8. Publicize the unblocked project of the Ministry of Communications, and expand the influence of the car system in this case.

9. Form dependence, trust and cohesion in the minds of consumers with the most affordable promises.

10. Maintain the brand maintenance and extension while maintaining the price.

Seven, the preparation stage:

1. Personnel arrangement: omitted.

2. Material preparation: omitted

3. Test scheme: omitted

Eight. Implementation stage: omitted

IX. Extension stage: omitted

X. Cost budget: omitted

XI。 Crisis planning: omission

Twelve. Benefit evaluation: omitted

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