How to write a new product promotion plan for automobile products

Take a Dongfeng Honda car as an example.

"Promotion Plan for a New Car in 2010"

1. Market Analysis

As China's economy continues to grow steadily, people's incomes have also Without further increase, people’s desire to buy cars will become prominent. Therefore, the automobile industry in China is also very hot, and all automobile manufacturers have set their sights on this area. Kunshan is a highly open city and ranks first among the top 100 counties and cities in the country. The economy is developing rapidly. Citizens have sufficient funds and a strong desire to buy cars.

1. Marketing environment analysis

(1) Macro-restrictive factors in the marketing environment

a. The national economy of Kunshan City is operating in good condition, and the economy continues to grow at a high speed and steadily.

b. The growth of Kunshan’s GDP has driven the rapid development of the car industry.

c. The significant increase in personal income has greatly promoted car sales.

(2) Micro-constraints in the market environment

a. Enterprise resources and goals

b. The relationship between dealers and products. Dongfeng Honda adopts the direct sales method of 4S stores.

(3) Characteristics of market composition: Autumn and winter are the peak seasons for car sales, and are called the "golden seasons" by industry insiders. In comparison, summer is much lighter.

2． Enterprise Analysis

Dongfeng Honda Automobile Wuhan Co., Ltd. was established on July 16, 2003 through the reorganization and transformation of the former Wuhan Vantone Automobile Co., Ltd. by Dongfeng Automobile Industrial Investment Co., Ltd. and Honda Giken Industrial Co., Ltd. company.

The current highlights of the company: 1. Miraculous construction speed. Dongfeng Honda completed the construction of a production capacity of 30,000 vehicles in 6 months. 2. Green factory. The new factory takes "green factory" as its construction goal. , using water-based coatings to reduce harmful substances (VOC) to 1/10 of the original 3. Efficient management Aiming to establish an internationally competitive enterprise with QCD management, with excellent quality, lowest cost, fastest speed Provide the best products to users. 4. The practice of "people-oriented" corporate culture. The company starts from the vital interests of employees and based on the characteristics of the joint venture, vigorously promotes the company's welfare work and establishes a relatively complete welfare system. 5. High-quality products Honda CR-V sports utility vehicle , the stylish Dongfeng Honda CIVIC.

3. Product own analysis (SWOT)

(1) Advantage analysis: Both Honda CRV and Civic adopt many of the latest technologies, not only considering the power, performance and safety of the car, but also The overall design of these two cars is not only stylish, but also has many innovative aspects.

(2) Disadvantage analysis: The sales network of Honda CRV and Honda Civic is still incomplete, and there is no good marketing network. Also CRV and Civic have not improved on previous defects.

(3) Opportunity analysis:

① Honda CRV and Honda Civic are both the latest models and relatively popular in the market. Both models have their own different target audiences and will occupy a very advantageous position in market competition.

② Japanese cars have a very high performance and value ratio, very low fuel consumption, and younger styling, giving people a better overall impression.

(4) Threat analysis:

① These two cars will face very big challenges just after they are launched. Honda CRV will face the strong competition of Toyota RAV4 in the market. Challenges; Honda Civic will face obstacles from the Ma 3 and Focus in the market.

② There is also a sudden increase in the number of urban motor vehicles, and traffic problems are becoming increasingly obvious. Kunshan will also face such difficulties, and traffic problems will definitely affect car sales.

4. Competitor Analysis

It is located in the Yangtze River Delta, close to Shanghai, the largest city in China, with a developed economy and a very hot automobile market. Kunshan can sell 1,000 cars every month, and there are many automobile companies in Kunshan. There are car 4S franchise stores in the area, selling cars of various brands. Competition in the automobile sales industry is relatively fierce, forming a brand war in the market. Major foreign brands have implemented localization and competed for the market with domestic independent brand cars.

(1) Competitors of Honda CRV

Although Honda CRV is currently the leader of urban SUVs, competitors behind it may unseat it at any time. Entering 2007, more manufacturers have invested in the SUV camp.

In terms of domestic independent brands, Chery Automobile’s Tiggo, Tiggo’s sales have reached the forefront of domestic SUV product monthly sales; Great Wall Motors: Haval Great Wall Heart, recognized by many consumers, is a domestic SUV The most powerful among the models. Hunan Changfeng Cheetah Feiteng 1.6, Sugon Motors and many other SUV competitors.

In terms of domestic joint venture brands, Beijing Hyundai Tucson, which is the smaller of Hyundai's three SUVs, has achieved very good sales performance since it was put into production. This is a strong competition for the Honda CRV. The Mitsubishi Outlander also has a stylish appearance and full of personality, and has been well received in the market.

(2) Competitors of Honda Civic

Honda Civic is a very fashionable model and has many competitors in the market. It currently faces many competitors in the market. The current competitors on the market mainly include Corolla, Focus, Sagitar, Mazda3, Peugeot 307, and FAW Toyota Corolla. Among these competitors, Mazda3 is also an important competitor of Honda Civic in the market. Mazda3's power performance and sporty appearance can compete with Honda Civic.

2. Market Positioning and Appeal Points

1. Consumer Analysis (1) Automobile Market Consumption Analysis

a cars have fully entered the general public in Kunshan City Family

bPrice is a hot topic for consumers

cConsumers have shown a pragmatic attitude in the choice of car models and appearance

d. Regarding fuel consumption and service The requirements are very high

(2) Differentiation of consumer classes

a Wealthy type: Currently there are many bosses of large enterprises in Kunshan, who can mainly afford high-end cars.

bMiddle-class type: A group of urban white-collar workers and small and medium-sized enterprise owners have emerged in every city, and they are the main force in the private car market.

cPublic-private type: This group of people is mainly represented by taxi drivers

1. "Dongfeng Honda" car appeal points

aDongfeng Honda CRV: multi-functional sports car

bDongfeng Honda Civic: fashionable sports car

Key points of appeal: sporty and fashionable, good performance and affordable price.

3. Market positioning

In Kunshan, there are many cars of various brands. Among so many brands of cars, how can consumers get to know Honda CRV and Honda Civic? Only to enhance their visibility and brand image in Kunshan area.

(1). Product positioning:

Honda CRV is aimed at the urban SUV group, mainly middle-aged and young people who like sports, are energetic and have successful careers. , and Honda Civic is suitable for successful white-collar young men and women in the city.

(2). Consumer positioning:

Kunshan is a developed city with many business people in the city, and among these business people, most of them are middle-aged. and young people, Honda CRV and Honda Civic are aimed at these groups.

Honda CRV is an urban SUV. It mainly targets people who are adventurous, have a wide range of interests, like sports and energy, and pursue high-quality life. Honda Civic is more focused on young men and women, because this car has a fashionable design and gives people the first impression of being beautiful, so it is suitable for young fashionable men and women.

(3). Price positioning:

Honda’s two cars have relatively low price positioning among the same type of models. They base their positioning on what consumers can afford. on the basis of acceptance.

3. Brand promotion and advertising plan

1. Advertising objectives

(1) Strengthen the status of Dongfeng Honda CRV and Civic in the minds of people in Kunshan through advertising and publicity, so that more target consumers can recognize these two vehicles.

(2) In order to welcome the arrival of the peak car sales season, expand sales through effective advertising.

2. Advertising theme and slogan

(1) Advertising theme

Taking "sports fashion, best cost performance" as the foothold, it is highlighted that it is tailor-made for the urban sports and fashionable young people.

(2) Advertising Slogan

Honda CRV - Sports and freedom of movement

Honda Civic - Fashion comes from sports

3 ． Advertising targets and advertising areas

(1) Advertising key targets: young, fashionable, high-income groups who like sports, urban white-collar workers and successful young entrepreneurs in Kunshan.

(2) Advertising area: The advertising area mainly takes Kunshan City as the main publicity area, and radiates to the surrounding areas of Kunshan.

3. Advertising media strategy

This advertising is mainly based on outdoor advertising, supplemented by television and radio media, followed by online media. Before the arrival of the peak car sales season, Gradually increase the delivery frequency. Advertisements are divided into two parts. Advertisements with emotional appeals are placed on outdoor advertising media, while ads with a combination of emotional appeals and rational appeals are placed on television and radio media to achieve the maximum effect of advertising.

4． Advertising media selection

① Outdoor advertising

In 2003, China’s advertising expenditure reached 51.5 billion yuan, of which outdoor media reached 12 billion yuan, more than 20%. Now, outdoor media is growing rapidly of. In outdoor media, it has a very high reach rate, ranking second only to TV among all media; outdoor media has a long release time, outdoor media is long-lasting and all-weather, they are 24 hours a day, Standing there 7 days a week; outdoor advertising has the lowest daily cost per thousand people, and the cost per thousand people of outdoor advertising is hundreds of times different from the cost per thousand people of prime time TV advertising; and outdoor advertising has a very high coverage rate in cities .

In the urban area of ??Kunshan, there are many large outdoor overhead advertisements in many places with high flow of people. These large billboards can be well used for publicity to increase the popularity of these two Honda cars. visibility. We chose several major arterial roads in Kunshan for advertising, such as Renmin Road, Zhengyang Bridge, Qianjin Road, Bailu Road and other places. These outdoor advertisements give people a good visual impact.

Zhengyang Bridge on Renmin Road is located in the Loujiang Scenic Area, with a superior location and a wide view. The Zhengyang Bridge section of Renmin Road is a famous commercial area in Kunshan, and there are many tourists in Star Plaza. There are Kunshan commercial buildings to the south and Huaxia Department Store opposite, which is busy all year round; it is conducive to establishing corporate image and product promotion.

② Elevator media

Make elevator media print billboards in the elevators of high-end office buildings and high-end hotels in Kunshan, because these places are frequented by high-income groups and can Give good publicity to your target audience.

③ TV and radio

The TV media chose the local TV station in Kunshan to promote these two cars in the form of feature films to introduce the relationship between the two cars in detail. The situation allows people to fully understand these two cars. Only when the audience understands this kind of car, can they choose to buy it. You can also name some theaters and cinemas. Radio can choose to promote during some peak hours of commuting.

③Network

As a new media, online media is developing very rapidly. In the Kunshan area, Kunche.com is an important channel for people who want to buy cars to collect information. Advertising on Kunche.com can be a good way to promote the target audience.

The three-dimensional use of the combination of different media is to maximize the advantages of the media and to achieve the greatest advertising effect.

2. Promotional activities

(1). Organize self-driving tour activities

Invite some target audiences to participate in self-driving tour activities and let them experience Honda CRV and The performance of these two Honda Civic cars arouses the passion of the target audience for purchasing.

In the early stage of publicity of the event, you can publish it in newspapers or put some moving subtitles on TV. When the event is in progress, you can invite some media to report it.

(2). "Dongfeng Honda" Car Club Series Activities

① Purchase either Honda CRV or Honda Civic at the Dongfeng Honda 4S store , you can fill out a simple "Membership Application Form" to become a member of the "Dongfeng Honda" Car Club. Every member of the "Dongfeng Honda" car club can enjoy preferential treatment: registration of license plates, annual inspections, etc., free maintenance for car owners 12 times a year, and 24-hour on-site emergency rescue, towing, and replacement. Tires, oil delivery, etc.

② "Dongfeng Honda" car owners will draw prizes and travel for free

Based on the fact that the people who buy these two cars are fashionable and young, and most of them like sports. The "Honda Car Friends" Club can conduct regular draws based on member numbers, and in each draw 10 lucky members will be selected to travel for free.

③ Me and "Dongfeng Honda" - a prize-winning essay competition for car enthusiasts' voices. A column was opened in an influential and popular local newspaper in the Kunshan area to publish members' rides on Honda CRV and Honda Civic. Experiences, anecdotes, etc. about these two cars. The format is mainly essays, and all contributors will be given free gas cards to refuel at gas stations designated by the company. The successful contributors will also receive manuscript fees.

(3). "Dongfeng Honda, smooth Olympic Games"

As 2008 approaches, China is now an Olympic Games for all. By holding an Olympic-related event, it will The Olympic link can play a very good publicity role.

A number of Dongfeng Honda CRV and Dongfeng Honda Civic vehicles paraded to "welcome the 2008 Olympic Games and promote a smooth road". ① In the Dongfeng Honda series car marathon relay race, each vehicle is divided into a group and carries out relay activities around Kunshan City. The relay points are set up at well-known scenic spots and neighborhoods in Kunshan city; ② "Dongfeng Honda CRV, Dongfeng Honda Civic" The Olympic Games unblocked event flag (that is, the baton of this event) is based on the theme of parade promotion.

(4). "Buy Dongfeng Honda, give out love, and leave peace"

Purchase any of the two cars Dongfeng Honda CRV and Honda Civic , the company all contributed funds to donate an out-of-school child in the name of the car owner.

Children are the future of the motherland. Children who are extremely poor and have excellent academic performance and who are out of school need more support and attention from the society. We plan activities based on this theme. On the one hand, we not only give car owners discounts on car purchases to meet their personal material needs, but also It also allowed it to contribute its love to the society and meet its higher social needs. On the other hand, it donated to out-of-school children in poor areas and contributed the company's modest strength to social education. At the same time, it establishes a good social image of the automobile brand and the company.

Buying a Dongfeng Honda car will reduce the number of out-of-school children. Dongfeng Honda wishes all good people in the world a safe life.

4. Advertising budget (self-calculated)

5. Advertising effect monitoring (self-calculated)