捷达2014强化传播策略 Jetta 2014 Sustaining Phase Strategy2014.3.11目录Contents2013年捷达传播回顾 2013 Jetta Communications Review
经销商调研数据分析 Dealer Research and Data Analysis
策略更新及传播规划 Strategy update and Communication Plan
创意思考及展示 Creative Thinking and Demo
目录Contents2013年捷达传播回顾 2013 Jetta Communications Review
经销商调研数据分析 Dealer Research and Data Analysis
策略更新及传播规划 Strategy update and Communication Plan
创意思考及展示 Creative Thinking and Demo
2013年捷达传播回顾 Part 1: 市场环境 Market environment 细分市场 Segment market:
全新捷达上市前，面临着A-市场的萎缩。2013年3月，全新捷达上市，2013年9月，全新捷达月销量攀升至24000台，集客量保持在较高水平，且稳步提升。
Before the new Jetta launch the A- market share was shrinking gradually. The All New Jetta was launched in March 2013 and the monthly sales volume reached 24,000 in September 2013. Sales traffic keeps increasing and maintains growth.品牌面临问题与挑战 Brand challenges:
尽管全新捷达在款型上已经具有了一定的吸引力，但品牌问题依然存在。主要原因是消费者认为捷达品牌形象相对保守，档次低，缺乏活力。全新捷达在创新、舒适性、驾驶乐趣和想象力等方面处于弱势。
Despite an attractive New Jetta car model the Jetta brand still has big problems. The main reason for consumers not buying the Jetta is because they feel that the brand is “conservative”, “lower class” and “not exciting”. The Jetta image is weak in innovation, comfort, fun driving, and visionary status.2013年捷达传播回顾 Part 2:品牌传播策略 Brand communication strategy 消费洞察 Consumer insights:
捷达用户勇于创新，注重细节，享受创造的欢乐。积极而充满活力的生活方式，动感、时尚的表达方式。消费理性而聪明，既不跌份儿，也不败家。
Jetta users are innovative, detail driven and enjoy the process of creation. An active and energetic lifestyle comes together with a dynamic and fashionable expression; a smart and attractive consumer with good taste.品牌定位 Brand positioning:
物超所值、现代、运动的大众品牌普及型轿车，A级车入门级标杆车。
A valuable, modern, sporty popular car from Volkswagen，benchmark of the A- entry segment传播目标及策略 Communication purpose and strategy:
关注A-用户兴趣点，迎合年轻用户所喜欢的沟通方式，实现消费者的产品认知和情感认同。在原有品牌基础上刷新品牌形象，获得消费者的认可。
Pay attention to A-entry customer interests and cater to the communication styles that young users appreciate. Realize the preferences and desires associated with key product features and emotional needs.
Renew the brand image and establish the purchase preference of customers. 2013年捷达传播回顾 Part 3:传播效果展示 Creative effect and results 第一阶段：预热期
传播时间: 2013年1月17日-3月8日，共8周
传播策略: 通过全新捷达预热传播，在短时间内突出捷达音量，为全新捷达上市奠定市场基础。
Phase 1: Teaser
Time: Jan 17- Mar 8, 8 weeks
Communication Strategy: Build up a solid foundation for the All New Jetta launch, by initially supporting the voice and tonality of a dynamic New Jetta.TVC：Prints：OOH：POSM：2013年捷达传播回顾 Part 3:传播效果展示 Creative effect and results 第二阶段：上市期
传播时间: 2013年3月9日-5月31日，共12周
传播策略: 最大化产品知名度, 刷新树立全新捷达“现代时尚,物超所值’的品牌形象，强化捷达“完美选择”的核心理念。
Phase 2: Launch
Time: Mar 9 - May 31, 12 weeks
Communication Strategy: Maximize product awareness, establish a new Jetta modern, fashionable, value for money brand image and strengthen Jetta positioning as the “perfect choice” communication positioning. Event：TVC：Print：OOH：POSM：Online：2013年捷达传播回顾 Part 3:传播效果展示 Creative effect and results 第三阶段：强化传播期
传播时间: 2013年6月17日-8月11日，共8周
传播策略: 重点强化各销售市场音量，提升购买兴趣，拉动展厅集客量，帮助销量目标达成.
Phase 3：Reinforce
Time: Jun 17 - Aug 11, 8 weeks
Communication Strategy: Strengthen campaign voice and tonality. Enhance purchasing interest and dealer shop traffic, achieve sales targets.Mini movie： Print： OOH： POSM： Event： 2013年捷达传播回顾 Part 3:传播效果展示 Creative effect and results 第四阶段：延展期
传播时间: 2013年9月16日-12月8日，共12周
传播策略: 挖掘销售潜力市场，拉动销售，促进下半年捷达销量目标的达成;进一步巩固强化捷达年轻时尚形象, 深化产品优势卖点信息，提升品牌吸引力
Phase 4: Sustaining
Time: Sep 16 - Dec 8, 12 weeks
Communication Strategy: Tap potential sales market, to achieve sales target of second half year. Further consolidate new Jetta’s young and trendy image, strengthen product features and enhance brand awareness.Print： Event： Online： 目录Contents2013年捷达传播回顾 2013 Jetta Communications Review
经销商调研数据分析 Dealer Research and Data Analysis
策略更新及传播规划 Strategy update and Communication Plan
创意思考及展示 Creative Thinking and Demo
经销商调研 Dealer Research基于上一年的传播，全新捷达的销量不断提升，新的产品形象也给消费者留下了深刻的印象。但是面对不断变化着的国内汽车市场，尤其是A-级入门级车市场的特殊环境，我们就2014年捷达面临的新问题进行了一轮全国性的经销商调研，涵盖了一汽-大众6个销售大区，12个城市的12家旗舰经销商，通过与市场部，销售部的一线工作人员进行深入的交流，得到了以下调研结果：
Based on the communications last year, the sale volume of All New Jetta kept increasing and the new product image made a deep impression to the consumers. Yet facing the constant changing national auto market, especially for the A- entry level segment, we have made a national dealer research covering 6 RSDs, 12 flagship dealers in 12 different cites. After deep communication with the marketing and sales stuff, we now have the following conclusions from the research: Most of the Jetta buyers are among 25-45 years old, in which 25-35 is mostly first time purchasing a car, and 35-45 age group is replacement purchasing with reasonable mid-age rational thinking. Young and mid-age buyer ratio is about 50 to 50.
95%以上的人集中在25-45岁。其中25-35岁的人群多为首次购车。35-45岁人群为置换购车或者理性考虑后的购车。年轻人和中年人的比例大概是一半一半。The exterior is the most remarkable feature of All New Jetta. At the same time, the WOM and value （maintenance and oil economy） remains well accepted as always.
外观成为全新捷达最大的特色。同时，口碑和价值（保养、油耗等）依然一如既往的被普遍接受。经销商调研结果 Dealer Research Result经销商调研结果 Dealer Research ResultFor the younger and big city consumers, they care more about the exterior and color.
For mid-age consumers, they are more rational. So they care more about the VW quality and the maintenance cost.
对于年轻消费者或大城市消费群体来说，他们更关注外观和颜色。
对于中年消费者来说，他们更加理性。所以他们更关注的是大众品质及维护成本。经销商调研结果 Dealer Research ResultFor the cities that are rich, Bora is a big competitor cos people there have more budget. They even consider Sagitar.
For cities that are relatively not rich, their tendency and preference over Jetta is pretty affirmative.
对于相对富裕的城市，宝来对于捷达还是一个比较大的竞争因素，因为人们的购车预算更多。很多人甚至会直接考虑速腾。
对于不是那么富裕的城市，他们对于捷达的针对性目的性还是很强的。In northern cities, mainly Santana, Excelle, Elantra
In southern cities, mainly Santana, Excelle, Lavida, City and Sunny.
在北方城市，主要竞品是桑塔纳，凯越和悦动
在南方城市，主要竞品是桑塔纳，凯越，朗逸，锋锐和阳光。经销商调研结果 Dealer Research ResultThe Brand issue do exist. But it shall be divided into two sections: family users and Business users.
For Family users, the PR and New Media (Weixin, Weibo, APP, Events, etc.) communication shall reach more market to get them know more about the NEW features of All New Jetta, so that they can have a updated understanding of Jetta brand. And also for family users, the High-end model shall not be that expensive.
For Business users, mainly driving schools and Taxi companies, the price is the major factor.
It is suggested that the two sections shall be covered with different communication strategy, so that the brand image can be partially saved from the taxi image.
品牌问题还是存在的。但是还是要分成两部分考虑：家庭用户和大客户用户。对于家庭用户来说，公关以及新媒体的运用（微信，微博，APP，体验营销，等）应该进一步加强，以传递给更多的用户群，让市场了解全新捷达的新特性，以便使其对捷达的品牌形象认知有所改观。同时，对于很多用户而言，新捷达的高配车型确实太贵了。
对于大用户渠道来说（主要为驾校和出租车公司），价格因素还是起主导作用的。
建议两个方向的宣传分别进行，各有侧重，以便将全新捷达的品牌形象同出租车有所区分。
Due to the deep discussions with the sales person, this depends on if the customer had contact with the All New Jetta, either with the PR or AD communication or the Showroom test-driving. The customers who had seen All New Jetta will get the Jetta brand connected with the new fashion and youthful feeling. And the customers who haven’t seen the All New Jetta will take it for granted that it is meant to be a taxi car.
经过同销售一线人士的深入讨论，这取决于顾客是否接触过全新捷达。无论是读到公关软文，看到硬广，亦或去经销商试乘试驾。接触过全新捷达的人会对其有不错的印象，年轻而又时尚。没见过的则依然会觉得捷达就是出租车级别的车。目录Contents2013年捷达传播回顾 2013 Jetta Communications Review
经销商调研数据分析 Dealer Research and Data Analysis
策略更新及传播规划 Strategy update and Communication Plan
创意思考及展示 Creative Thinking and DemoKey insight from Sales Manager ResearchWe should look at Jetta buyers in 2 key groups:
first time car buyers 25 – 35 years old, design, fashion and status focused
replacement car buyers 35 – 45 years old, safety, family and value focused
Tier 3, 4, 5 and 6 cities are a bigger growth opportunity for the New Jetta than Tier 1 and 2 cities.
Digital and comments from friends are the biggest influencers for Jetta purchases especially auto magazines, auto websites and auto events.
Key insight from Sales Manager Research
When consumers see the new design of the New Jetta in TVCs, print ads, online or in showrooms it is usually (60% +) “Love at First Site.”
Prior to studying and experiencing the New Jetta design consumers have problems with the Jetta brand image. After they have taken a good look and had a meaningful experience with the Jetta “Seeing is Believing” they are very impressed and the exterior becomes the clear #1 reason for considering and buying the Jetta Key insight from Sales Manager Research
Yes we are selling lots more New Jetta than old Jetta and the upward trend is still growing.
We need more coverage in automotive press, automotive websites, Jetta Weixin, Jetta Weibo, Jetta App and Events.
Most consumers now think that the Jetta is fashionable, youthful and sporty but we still need to get the word out to change those who think it is still old, conservative and low class.
Jetta still has negative brand issues associated with “taxi” image. Can advertising be developed that transforms Jetta as Taxi image? Jetta usage in driving schools is very positive and could also be featured.
Key insight from Sales Manager Research
Quality, trust, good price, safety and value are all fully understood and associated with New Jetta.
Santana and Bora are seen as competitors so please insure campaigns are clearly differentiated.
Elantra, Excelle, Rapid and City are tough competitors for Jetta.
The husband or single guy makes the final choice despite occaisional presence of women.Love at first sight“Seeing is believing”They remembered the exteriorThey remembered the exteriorLet’s look good目录Contents2013年捷达传播回顾 2013 Jetta Communications Review
经销商调研数据分析 Dealer Research and Data Analysis
策略更新及传播规划 Strategy update and Communication Plan
创意思考及展示 Creative Thinking and Demo
Storyboard"Girls night out"
Open on a young guy driving his All New Jetta down an urban street.
Beautiful car running shots - the car gets admiring glances as it drives down the road.
Our Hero turns into his street, as he pulls into the driveway he is seen by his beautiful neighbor, she is on her way for a girls night out all dressed up.
As he gets out and his neighbor walks over to him and asks to borrow his New Jetta.
He glances at her
Cut to thought bubble.
4 girls in the car giggle, laugh, apply make up, try to put on boots, get distracted by boys on the street, park badly, Balloons, eat cakes/kebabs/skewers/takeaways and allow small dogs to run around.
He snaps out of the thought bubble, looks at the girl looks at the Jetta, shrugs and hands over the keys.
ALL NEW JETTA
Tough inside, cool outside
Reprise, show girl driving she passes her friends.
VW - Das Auto
FAW -VW 故事脚本“女孩们的疯狂之夜”
故事伊始，一个年轻的男孩开着他的全新捷达驰骋在城市中心的道路上。
漂亮的路跑画面----一路上人们都对这辆车投以赞许的目光。
我们的男主角把车开到了家门口，当他准备把车停在路边的时候，被他漂亮的邻居看到了，她已梳妆打扮好准备去参加女孩们的聚会。
当他下车后他的美女邻居走向他，想要向他借他的全新捷达。
他看着她，陷入思索（镜头切出想象画面）
4个女孩在车子里打闹，大笑，补妆，穿鞋，目光被街上的男孩吸引，糟糕的停车，各种气球，大吃特吃蛋糕、烤串、烤叉、外卖，并且让小狗在车里跑来跑去。
他走出思索，看了看女孩，又看了看捷达，耸了耸肩递过了车钥匙。
全新捷达
坚于内，酷于型
回马枪：女孩开着全新捷达驶过她的朋友们
标版
Das Auto
FAW -VW Thank you谢谢
