宝来发展规划080953页PPT

ANALYSIS DISCOVERY: They like to show their ability of outdoing themselves and controlling their life with ease, as well as their feeling of the superiority arising from this. By
Time: Nov.2019 to Dec,9 2019
Forceful brand concept popularizing period Jan.2019-Jun.2019
Theme: Dynamic Bora; Happy Bora Time
Measures: ads, car exhibitions and test drive for consumers, PR events, soft pbulicity
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Communication Strategy for the latter half of 2019
1. Via target customer understanding to extend Bora image that coincidentally match the living style , philosophy and value judgement of our target customer.
Object: Penetrate into the life of target consumers, reflect the fun of driving Bora and the life style and mental state of target Bora consumers
Time: July 2019 to Dec. 2019
ENTERPRISE IMAGE: The 500,000th Bora stepping down from the assembly line of FAW-VW Production popularization: BORA Launch Tetralogy（Bora off-line、Bora release, Bora formal launch、Bora 1.6L launch）
of their life. When they are purchasing cars, they seldom follow the common trend: it's not their style to buy luxuriously looking but completely joyless cars, considering the fun of driving, just out of vanity. Full of confidence, defying the boundary, they are challenging themselves all the time. They achieve successes for phases, which are unusual for the people of their age, with their wisdom, knowledge and diligence, holding abound confidence and hope for the future. Such a group of people emphasis self, possess of creativity and are full of youthful spirit.
Bora four city exhibition and
Bora brand image, product configuration、function soft publicity test drive
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Jan.
Feb. Mar. Apr.
May
Jun. July
2. Brand direction According to the brand direction and the feedback from the public, customers and dealers, start to rich the brand image of Bora and prepare for communication concept adjustment, and via “Bora Happy Time”series print ads of the next stage to make a preparation
Car itself Objectively Physical Consideration
Driver Mentally Psychological Thinking
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BORA COMMUNICATION BRIEF
TARGET COMSUMERS: The buyers of Bora belong to the burgeoning middle class who enjoy a good taste, an delicate sentiment and a strong sense of ego, moving up to peak
Power series print ads forecast
TVC Teaser
Power BORA
Praise canto
series internet ads
Bora Coordination Series Internet ads
Bora 1.6L Launch Bora World Cup event
Theme: Controlling power, enjoying life
Measures: ads, soft news, journalist , dealer events, expert drive test
Object: Bringing out the concept of the new product and its position, focusing on its core concept and product features、
Bora 1.6L launch
Watching exciting games, enjoying Bora excitement”
Experiencing Bora, enjoying the fun of driving
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Brand positioning
Market environment
Bora brand core concept
Long term events: car exhibition & test drive
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7000 6000 5000 4000 3000 2000 1000
0 1
Bora car sales volume trend（2019.1-7）
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BORA Happy Time Series Print ads
• To excavate the brand core concept
• Raise the product image
• Enrich the product connotation
Consumers • Ensure the already got fruit
• Expand market positioning distinction
Bora Communication Plan Proposal
2019-08-10
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A. BORA 2019 1st Half Year Communication Review 1. Brand communication strategy 2. Media publicity, PR events review
Bora World Cup ads
7500km 1st maintenance ads
Bora 1.6L Launch informing ads
Bora Exhibition and Test Drive
Challenger Canto TVC
ads
The 500,00th car(BORA)
off-line celebration Driver’s internet ads
Object: forcefully spread and communicate out brand concept
Time: Dec.9 2019 to Jun.2019
Theme: Driver’s car
Measures: Ads, promotions, PR events, soft publicity
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1、 Brand Communication Strategy
Communication execution at different stages
Brand concept consolidation Period July 2019 to Dec.31 2019
Brand introductory period Oct.2019-Dec.2019
2. By the change of launching Bora 1.6, a second phase of Bora image establishment and communication strategy will be implemented to proactively approach customer’s daily life as a result to gain their recognition and preference. Core message delivery:
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Outdoors ads
“Power Bora” Series outdoors board
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3 PR events Ever since the latter half of 2019 to the first half of 2019, in order to help Bora set up its individuality in its product and brand image, as well as help the public, especially the potential consumers to know Bora, to experience Bora and like it, and finally achieve a better sales, following PR events are designed and planned
doing these, they draw appreciation, praise and admiration from other people.
Status in quo: I acknowledge that Bora is a dynamic personal car. And driving Bora can satisfy my requirement for power as well as for confirmation from other people. To me, generally speaking, it is a nice car. When I am choosing a car, Bora will be on the list of consideration
TVC Praise canto
TEASER forecast
Print ads
Countryside time canto
Coffee Time canto
Internet ads
Date time canto

Challenge
“Power Broa” image ads “Bora Driber’s car” image ads
“Experiencing Bora, enjoy the fun” 2019Bora nationwide car exhibition and test drive
Brand image: “Watching exciting games, enjoying Bora excitement”
The 500,000th Bora stepping down from the assembly line