捷达运动版策略提案
Jetta Sportline Strategy Presentation
Aug.18th, 2014
目录
背景 Background
捷达现阶段的传播课题 Communication challenges
策略分析 Strategic analysis
传播策略 Communication strategy
广告创意 Creative
活动建议 Event
背景 Background捷达品牌定位为中国第一家轿品牌。捷达车型1-6月累计销量152621台，同比增长34.73%。捷达品牌形象已开始年轻化，但仍需要进一步加强
作为捷达品牌的第一款运动车型，捷达Sportline计划2014年10月下旬上市，今年销售计划是2000辆。从外观设计到动力组合进行了全面的运动升级
捷达2015年型也于8月上市，但相比较于运动版车型，产品升级点较少
Jetta brand is benefits from its No. 1 Chinese family sedan positioning. Jetta sales reached 152,621 units in the first half year of 2014 and increased 34.73% compared to last year. The Jetta brand image has become more youthful but still needs to be perceived as having more dynamic performance.
This is the first sportline edition for Jetta and this launch plannned for October should be used to celebrate the new more passionate and exciting Jetta image and features. Jetta Sportline has a sales target of 2000 units and attractive new features including new sporty design to power assembly.
The Jetta Sportline launch should support the Jetta MY2015 sales and image.目录
背景 Background
捷达现阶段的传播课题 Communication challenges
策略分析 Strategic analysis
传播策略 Communication strategy
广告创意 Creative
活动建议 Event
捷达传播课题一：品牌成功年轻化转变，但如何让捷达品牌持续焕发活力，令更多的消费者热爱捷达？ Q1: Jetta brand image is becoming younger and more fashionable. How do we keep the Jetta image fresh and more exciting to consumers?“Some young people don’t like Jetta, but their parents like Jetta and pay for the car, so they could only choose Jetta.” – Dealer BJ
“有一些年轻人不愿意买捷达，但是父母出钱，父母认为捷达很好，他们只能选择捷达” ---北京经销商“主要靠口碑传播，圈子里面有一个朋友买，就会带动其他人，捷达外观变得更加年轻时尚了”
--云南经销商“WOM communication is the key. If one of my friends brought Jetta, it will influence other’s purchasing decision. The Jetta is now younger and fashionable.”
- Dealer YunnanResource: Dealer research on May, 2014 捷达传播课题二： 下半年捷达Sportline与2015年型上市，下半年传播是仅聚焦在Sportline上，还是两款车型双管齐下？ Q2: For the 2nd half of the year should Jetta communication focus only on Sportline or combine Sportline with the year model as we did with Bora?ONE CAR OR BOTH CARS?目录
背景 Background
捷达现阶段的传播课题 Communication challenges
策略分析 Strategic analysis
传播策略 Communication strategy
广告创意 Creative
活动建议 Event
产品
Product
竞品
Competitor
品牌
Brand
消费者
Consumer
我们将通过对产品、品牌、竞品以及消费者4个维度扫描，审视捷达传播面临的机会点，输出捷达Sportline上市的传播策略。
By analyzing the product, competitors, brand and target customer we found good opportunities to develop the Sportline communication strategy.Excitement ValueStrengthDifference 策略阐述
Strategy rationale 核心策略Strategy产品分析：
2014下半年上市两款捷达车型：Sportline是捷达的高端车型，也是进入中国20多年来推出的第一款运动车型，采用全新动力组合。而年型的产品更新点不多。
Product:
Two new car types will launch in the 2nd half year. Sportline is the flagship of the Jetta brand and is the 1st sport car type for Jetta in China after more than 20 years on the market. Jetta MY has very limited updates.
运动设计 Sporty design：
外观/内饰运动设计 exterior/interior sporty design
新动力组合 New power assembly:
1.4T+7速DQ200
驾驶乐趣 Driving pleasure
更好的操控性 Better handling
外观 Exterior：
玛雅红 Red color
装备 Equipment：
自侦测车尾倒车雷达手动舒适和自动舒适为标准装备
Rear PDC equipped on MT Comfortline & AT ComfortlineYear Model 产品更新点有限
Year Model: Minor updatesSportline ：与生俱来的运动基因
Sportline : Born with Sport Gene捷达 Sportline 产品优势总结：Sportline product advantages:EA211 1.4TSI 发动机
EA211 1.4TSI EngineDQ200 7速 变速箱
DQ200 7-Speed Transmission运动强化底盘
Sporty enhanced chassis外观设计
Exterior design 后轮盘式制动器
Rear disc brake捷达运动版拥有运动外观设计、出众的操控性能和运动驾驶风格，配合1.4T发动机和7速变速箱所带来的强劲动力，使驾驶充满激情和无限乐趣。
Jetta Sportline has sport design, excellent performance and handling. With the 1.4T engine and 7 speed transmission, it will provide much more passion and pleasure to Jetta driver experiences.
捷达品牌: 在传统品牌价值“实力”“品质”的基础上，整个捷达品牌实现年轻化转变。 Base: Total Seen All-New-Jetta, n=1,781 整体看过新捷达的人
Q19. Please rank the following cars from best image to worst image?请根据喜爱程度（由高至低）将如下车型排序？
Source from New Jetta Online Research on May, 2014Q16. What is the major difference between the New Jetta and previous Jetta? 您认为全新捷达与上一代捷达的最大区别是什么？
与老捷达相比，超过75%的被访者认为新捷达更年轻时尚，性能更优异，外观更美观。
大约50%的用户明确认为捷达之所以能够在中国长达20年之久，是因为其强大的品牌力、技术实力和其值得信赖的品质。Jetta brand should build on its reputation for “technological reliability” and “trustworthy quality” while improving it’s younger image with Sportline. Base: Total Seen All-New-Jetta, n=1,781 整体看过新捷达的人
Q19. Please rank the following cars from best image to worst image?请根据喜爱程度（由高至低）将如下车型排序？
Source from New Jetta Online Research on May, 2014Q16. What is the major difference between the New Jetta and previous Jetta? 您认为全新捷达与上一代捷达的最大区别是什么？
For over (75%) of respondents the New-Jetta compared to the previous Jetta is Younger and More Fashionable, Better Performing and has a More Attractive Exterior.
About (50%) of consumers positively view Jetta’s over 20 years history in China because it establishes strong brand associations with “trustworthy and technological reliability”.Can brand value justify price?品牌价值如何体现在价格上捷达品牌：在品牌档次、贴心科技、设计感等方面，仍需要加强。 Jetta Brand: For premium, optional features and exciting design should be enhancedBase: Total Seen All-New-Jetta, n=1,781
Q27 If the Jetta has an image issue where does it come from?? (Single choice) ？如果捷达有形象问题，你认为问题出在哪儿？
Source from New Jetta Online Research on May, 2014全新的/年轻的
捷达品牌
运动版车型
运动性能
富有吸引力的设计
更好的操控性
更好的生活变化
消费者越来越年轻捷达Sportline
传播聚焦新的品牌机会 Sportline上市为捷达品牌带来的机会点 作为捷达的高端产品，Sportline的上市，是年轻化传播策略得以进一步强化的机会点，将为捷达品牌注入新的活力并提升档次感。传统
捷达品牌
家庭轿车
价值 + 品质
第一辆车
德国工艺
进入中国市场20多年
消费者大部分在30岁以上维护捷达
核心品牌价值New Young Jetta Brand
Sportline,
Sport performance,
Attractive design,
Better driving,
Better life,
Under 30 years old
Classic Traditional Jetta Brand
Family sedan,
Value + quality,
First car,
German engineering,
20+ years in China,
Over 30 years oldJetta Sportline
Sport Campaign Focus
Brand OpportunityProtect + Preserve
Core Jetta ValuesThe Sportline is a good opportunity for Jetta to enhance a younger brand image by leveraging Jetta Sportline launch communications by showing more energy and upscale images.16核心竞品分析 与捷达年轻化策略不同，桑塔纳侧重商务路线，面向更加扎实、更加真实的社会中坚力量。2014年9月，桑塔纳旗舰款即将上市，走商务路线。传播口号与内容：
品质惟真
对于细节品质 我们更当真
传播策略：
通过名人代言，吸引关注；
传播重点转向产品力，
“品质、节油、安全、工艺”
广告传播：电视代言人策略
2014年9月旗舰型上市，
走商务路线
旗舰版预计售价13万左右桑塔纳品牌形象感知商务感
成熟
略微时尚
Source from Full Report_A NB Mega Clinic_A Entry Segment Santana brand image:Slogan and key message：
True Quality
We are serious about details and quality
Communication strategy：
Attract attention with Celebrity Endorsements
Communication focus on product features
“quality, effective, safety, craft”
Santana flagship estimated price: 130K RMBBusiness
Mature
Elegant Key competitor
Santana focus on business and family positioning. Santana flagship will launch in September and focus on a business positioning. Source from Full Report_A NB Mega Clinic_A Entry Segment舒适
Comfortable运动
Sporty家用
Family商务
BusinessElysee NB
1.6L 手自一体 豪华型Jetta SportlinePeugeot
301
1.6L 自动 尊贵版EADO
1.5TGDI自动运动尊贵型捷达Sportline产品定位： 捷达sportline应树立与核心竞品桑塔纳截然不同的产品形象定位，抢摊A级车年轻运动市场。 Jetta Sportline product positioning: Build clearly differentiated brand image with key competitor Santana and take leadership of the “sporty” A segment. 捷达的购买者是 “传统”人士
50%的受访者认为自己是“传统的、普通人”
30%的受访者认为自己是“时尚的、个性的”
捷达车主形象
36%受访者认为自己是负责任的，顾家的
25%受访者认为自己是年轻富有激情的
新捷达的用途主要是满足日常生活
捷达的最大的使用需求? 上班开车48%，旅游22%
你觉得在哪里看到捷达会更有感觉？现代写字楼：41%, 父母家：29%捷达消费者：现有捷达消费者以传统人士居多，时尚个性人群约占三成。捷达运动版的传播能够吸引更多“时尚，个性”的年轻用户，同时也让购买新捷达和捷达运动版的“传统，普通人”用户感觉更好。Source from New Jetta Online Research on May, 2014The core buyers of Jetta are “traditional” people
About (50%) of respondents see themselves as “Traditional and Normal”
About (30%) of respondents see themselves as “Fashionable and Independent”
Jetta customer image
(36%) of respondents think Jetta drives are responsible and family-oriented
(25%) of respondents think Jetta drivers are young and passionate
They use Jetta for daily life
How will I use the Jetta? Driving to work: (48%), Vacation touring (22%)
Where will you most likely see a Jetta? Modern office buildings: (41%) Parents home: (29%)
Source from New Jetta Online Research on May, 2014Jetta consumers are maily traditional people and about 30% are fashionable and independent. Jetta Sportline communications can attract more “Fashionable and Independent” drivers while making “Traditional and Normal” drivers feel better about buying New Jetta and Jetta Sportline.捷达Sportline能够扩大捷达品牌在整个年轻族群的影响力，吸引更多年轻和时尚的驾驶者。从既有的当代主流人群扩展到现代享乐主流人群。 Jetta Sportline communications should attract new young and modern drivers. Expand target from conventional Modern Mainstream to Progress Modern Mainstream. 目标消费群：当代主流人群+现代享乐主流人群当代主流：
多数为中层员工，销售人员和部分低层公私营企业员工
30-40岁夫妇有较小孩子的小家庭为主
消费和休闲观念注重现代品味和追求单纯愉悦
和谐而稳定的家庭生活，一切以孩子为中心。
“我既不谦虚也不贪心，我需要的是一辆预算内实用的车来满足我休闲和家人的需求”现代享乐主流：
自我和被宠爱的年轻一代多为单身，和父母同住,30岁以下白领为主,拥有中等以上教育背景
生活目标是活在当下，充分享受生活
自我、现代时尚消费观
高度活跃的网络和社交媒体使用者
自主，善于平衡，工作和休闲界限分明，自娱自乐。
“我充分享受生活，我的车必须看起来酷，有运动感和驾驶乐趣，并且负担的起”捷达既有核心消费群捷达扩展消费群Target Consumer: Conventional Modern Mainstream + Progressive Modern Mainstream Conventional Modern Mainstream：
Most of them are middle – level staff, salesman and entry level employees.
30-40 years old couple and have kids. Consumption and leisure notion focus on modern taste and pursuit happiness.
Harmony and steady family life. Kids is the center of life.
“I neither humble nor greed. What I need is a practical car to meet the needs of leisure and family use.”Progressive Modern Mainstream：
Self and spoiled young generation, single and live with parents.
White collar under 30s, higher education background.
Objective is live in the present moment and enjoy life.
Heavy users of the Internet and SNS.
Independent, good at balance between work and leisure, entertaining.
“I fully enjoy life. My car should look cool and have good performance, and affordable. “
Existing Jetta core customers Extending new customers目录
背景 Background
捷达现阶段的传播挑战 Communication challenges
策略分析 Strategic analysis
传播策略 Communication strategy
广告创意 Creative
活动建议 Event
1.产品
ProductSportline是捷达的高端车型，也是进入中国20多年来推出的第一款运动车型。
Sportline is the flagship of Jetta product range and it is the first sporty car since Jetta entered Chinese market. 2.品牌
Brand捷达Sportline，为捷达品牌注入全新活力，并提升档次感。 Sportline provides new energy to Jetta brand and improves brand image. 3.竞品
Competitor
树立与核心竞品差异化定位，抢摊年轻运动市场。
Clarify the difference with core competitors. 4.消费者
ConsumerSportline扩大捷达消费人群覆盖，让捷达获得更多年轻时尚族群的青睐。 Sportline extends Jetta consumer coverage and attracts more young & fashionable drivers.捷达品牌产品品牌Jetta SportlineRegular Jetta产品年轻、时尚、动感、活力品质、安全、可靠、经济、耐用、年轻促销量提形象
核心传播策略：
以捷达Sportline为主要传播内容，树立形象标杆
利用Sportline的运动活力的年轻形象，扩大捷达品牌在新生族群中的影响力，抢占年轻市场，利用形象示范效应，带动整个捷达品牌的提升。
2015年型进行捆绑传播，促进销量
让传播信息更纯粹与鲜明，建议广告中以Sportline为主，传播结尾进行年型产品的露出，增强曝光率。
Jetta brandBrandJetta SportlineRegular JettaProductYoung, Fashion,
Dynamic, energeticQuality, safety, reliable , economy, youthDrive salesEnhance image
Core communication strategy：
Dynamic Premium communication focus of Jetta Sportline
By using the Sportline young & dynamic image, Jetta brand increase influence among young generation and grab more young people’s market. With the hallo effect, it will help uplift the Jetta brand.
Support Jetta 2015MY communication and drive sales
To make the communication message clear, we suggest Jetta MY will show up in the end of TVCs and increase awareness.
理性层面：
捷达Sportline具有更加运动形象和更好的性能。
感性层面：
卓越的驾驶体验和运动设计带来更好的生活变化。
Rational:
Jetta Sportline “Transforms” Jetta with Sport
Image and Sport Performance
Emotional:
The Jetta Sportline will make me feel more
successful and attractive.
运动 + 价值 = 捷达运动版 “追逐更美好的生活”
Sports + Value = Jetta Sportline “Better Life Transformation”核心消费者利益点：捷达助你追逐梦想
Core Consumer benefit:
Jetta Transforms Your LifeSource from FAW-VW brand workshop by DMG on June , 2014“追逐梦想” 捷达Sportline给你带来
一种更畅快的驾驶体验，
一位更动感的伙伴，
一种完全不同的生活体验
总之，带领你
驾驭美好生活“Transform Your Life”
Jetta Sportline gives you: Better Driving Experience, Dynamic Friends,
More Energetic and Happy Life
Drive Better, Live Better产品定位理性利益点感性利益点格调&语气 优秀的驾乘感受/时尚/可靠沟通主张驾享美好生活动力组合与操控品质与安全 实用性装备全新运动设计运动设计：熏黑大灯、运动轮毂、运动造型前后保险杠、尾翼、门槛条
黑色装饰：防擦条、后视镜
运动座椅
宽敞内饰，丰富镀铬装饰
全新造型组合仪表全新引入EA211 1.4TSI+DSG动力总成
7速DQ200变速箱
电子随速助力转向系统
真皮多功能运动方向盘
专门调教匹配的捷达运动版底盘
坡道辅助功能HHC
后盘式制动器
双开启式防夹电动天窗
真皮多功能方向盘
多功能行车电脑
多媒体娱乐系统
电动可加热后视镜
车身电子系统采用控制模块（BCM）
智能在线电子防盗系统
后备箱容积466升，可遥控开启
丰富储物空间：手套箱、司机侧杂物盒、前水杯架、卡槽整车耐撞性C-NCAP 5星设计标准
ESP电子稳定程序
高强度车身51%采用高强度钢板、超高强度钢板
防撞吸能设计车门，高强度吸能座椅骨架，WOKS头枕
轿车耐久交变试验
道路试验：PKW 轿车耐久强化试验、中国道路适应性试验
整车排放试验
整车噪声优化
热情动感、进取自信、值得信赖现代、动感、值得信赖、物超所值轿车红色标注为Sportline重点沟通内容Product PositioningRational InterestsEnthusiasm, Dynamic、Progressive, Confident, TrustworthyEmotional InterestsStyle & Tone Excellent driving experience/fashion/reliableCommunication StandDrive Better, Live Better Power and
HandlingPractical EquipmentAll New Sports DesignSports Design：Smoked lights, Sports Rim, Sports front and rear bumper, Sports Spoiler, Doorsill
Black Decoration：Scratch -proof bar and rearview mirror
Sports Seat
Spacious interior and multiple chrome decorations
New shape dashboardAll New EA211 1.4TSI+DSG power assembly
7 geared DQ200 transmission
EPS
Multi-function Steering Wheel
Sports Chassis tuning
HHC
Rear plate brakeQuality and SafetyC-NCAP 5 star standard
ESP
51% high strength steel car body
Crash proof door and seat structure, WOKS pillow
Sedan endurance test
Road test：PKW sedan endurance and China road tuning test
Emmision test
Silence designDual-opening electronic sunroof
Multi-function Steering Wheel
Multi-function computer
Multi-media entertainment system
Heatable rearview mirror
BCM on electronic device
AI anti-theft system
466L trunk space with remote control
Spaciouss storage setsModern, Dynamic, Value, TrustSportline Added Value
in RedOnline Research Base: Total Seen All-New-Jetta, n=1,781， Dealer Research Base: 30 cities, 38 dealers
Q20 Which claim do you think works best for the New Jetta? (Single choice)您认为以下哪句口号最适合目前的全新捷达?
通过网络与经销商调研发现，“捷达 驾享美好生活”是最受认可的沟通主张 According to online and dealer research, “Jetta Drive Better” is the most recognized advertising tagline. Source from New Jetta Online Research on May, 2014Advertising Tagline 广告语
网络调研Online Research 经销商调研 Dealer Research 1234TVCEVENTNew MediaOnline捷达
驾享美好生活
Jetta Drive better, Live betterTVC以年轻、动感的调性，以引发年轻消费群体共鸣的新鲜有趣的、情感的创意内容为主，同时体现捷达sportline的产品特点
Tone and manner is Young and Energetic. Funny, Fresh & Emotional creative ideas to attract Young consumers and show product features以上市活动、试乘试驾以及区域经销商的延展活动为主，活动与体育营销相结合
提升形象的同时，增加进店率，促进销售
Launch event, test drive and regional & dealer event combined with sport marketing
While uplift the image, increase the dealer traffic and sales promotion
开发易于传播的新媒体内容，利用新媒体在年轻消费群中的影响力扩大传播影响力
Attractive New media content to spread in the Young consumer groups so that expand the communication.
以网络UGC的形式，以产品核心卖点为基础，开展网络内容营销，提升关注度与参与度
Based on key product feature, conduct online content marketing to attract consumers attention and participation.捷达传播平台 Jetta Communication Platform谢谢！
Thanks!
