大众品牌升级及传播策略方案

Source: China Statistics Bureau, 2003:
14
Automotive Market: Sales
Communications spending is multiplying.
RMB ‘000 RMB ‘000
250,000
2234%
2003.1-10 2002.1-10
FAW-VW After-Sales 2004 Communications
2/20/2004
Agenda
1. Customer loyalty
• • • • • • • • • Sales / After-Sales Sales / After-Sales OEMs Independents Market situation O&R Analysis Customer Key Message Integrated program
Re-purchase
7
Customer loyalty
The loyalty circle.
• The benefit returns to After-Sales again and again.
FAW-VW Sales
FAW-VW After-Sales
FAW-VW After-Sales
FAW-VW After-Sales
OEM Dealers OEM Franchised Service Stations OEM-owned Auto Service Chains Supermarkets
Sentry Ford, Inc.
Independents
Tire Companies Lubricants Parts/ Specialist Companies Auto Service Chains Private Companies Body Shops
15
Automotive Market: Sales
Future sales projection.
4,727,808 3,939,840 3,283,200 2,736,000 2,280,000 1,900,000 1,226,136
2002
2003
2004
2005
2006
2007
2008
Source: ARA
16
Automotive Market
Implication: Intense competition in Sales.
Intense competition in After-Sales.
17
Automotive Market: After-Sales
After-Sales enterprises in China.
2. Automotive Market 3. Competitive Activity 4. FAW-VW: After-Sales 5. Direction 6. Concepts & Ideas 7. Conclusion
2
1. Customer loyalty
Customer loyalty
3. Competitive Activity
Competitive Activity
China: OEMs.
OEMs in China are beginning to brand their After-Sales services. Events are mostly similar. Communications talk mostly about “care” and “heart.”
20
Automotive Market: After-Sales
After-Sales analysis US: OEM response.
100%
Independents
75%
Independents
50%
OEM
25% 58% 48% 45% 46% 45% 43% 43%
OEM
43% 44% 46%
Predicting the future: After-Sales analysis US.
Parts & Accessories Maintenance Servicing Light/ Medium Repairs Heavy / Collision Repairs
Example
OEM OEMAffiliated
8
Customer loyalty
Full impact of customer loyalty. Loyal FAW-VW customers
People influenced by loyal FAW-VW customers
People influenced by loyal FAW-VW customers
24
Competitive Activity
China: Independents
Independent chains all have brands. These brands are now starting into communications.
25
Competitive Activity
After-Sales (attribute) Sales After-Sales (contact) After-Sales (contact) After-Sales (contact) Sales
Pre-purchase leading to Sales Purchase
Between purchase - leading to resale value of current car & brand loyalty for next car.
Today there are 123 car manufacturers in China.
Supply now exceeds demand.
180
Production
Sales
2003
Source: 中国 Statistics Bureau, 2003 China Statistics Bureau,197.16 2003 201.89
Review 2003:
OEM Free test events OEM Internal contest Communications: OEMs Service chains
26
Competitive Activity
Free test events: Examples.
FAW-VW SGM Brilliance Auto Nanjing Fiat Guangzhou Honda Beijing Hyundai Hainan Mazda Chery South East Toyota Sincere Service Care forever Buick Care New care from new year Date from Spring & service to your heart Special service for 4 seasons with love 2 weeks free test services Deliver cool during summer events Tourism of autumn Chery heart warming services of winter Check up for your satisfaction of Spring 2 weeks free test services
The traditional dealer division:
Sales
After-Sales
4
Customer loyalty
But in a very competitive market, they’re closely linked.
Sales
After-Sales
5
Customer loyalty
Source: China Operation & Management Survey, 2003
6
Customer loyalty
How customer loyalty is maintained.
• Far more contact with After-Sales than with Sales.
People influenced by loyal FAW-VW customers
9
Customer loyalty
Summary: Customer loyalty to FAW-VW comes from both Sales and After-Sales. In a competitive market, both Sales and After-Sales must contribute to building customer loyalty. The loyalty circle shows that the benefits come back to After-Sales again and again. The effect is multiplied by customers influencing others.
30 minutes test maintenance services
Quick repair service system Transparent pricing
Cheaper genuine parts 6-month warranty Plus Fast Tech Services
-40% cheaper parts for TOYOTA Manufactures’ warranty Plus Thunder Services 22
0% 1986
1988
1990
1992
1994
1996
1998
1999
2000
2001
Source: Boston Consulting Group, Access Asia
21
Automotive Market: After-Sales
OEM involvement: Asia example
Express service, cheaper genuine parts: Thailand, Japan Similar for Toyota: Malaysia, Philippines Thailand
200,000
150,000
19% 142% 81% 297% 132% 131%
100,000
50,000
0
Vios
Lioncel
Accent
Polo
Chery
FordFiesta
Elysee
Santana
Family
Siena
Source: CVSC-TNC Research, 2003. Category: 100,000 - 200,000 RMB
The connection starts before purchase.
32% believe After-Sales Service is an attribute when buying a car.
After-Sales (attribute)
Sales
After-Sales (contact)
ቤተ መጻሕፍቲ ባይዱ
10
2. Automotive Market
Automotive Market
A brief review of how competitive the automotive market really is in China :
Sales After-Sales
12
Automotive Market: Sales
2003: 600K (E) 2002: 500K
2001: 220K
Source: Sino Net
18
Automotive Market: After-Sales
Market projection.
$ US Billion
35
33.2 30.5 27.9 25.3 21.7 17.8 14 22.5
20 years ago, just 60 private cars - now over 10m.
600k 500K 400K 300K 250K 200K 150K 100K
Source: ARA
37 new car models launched in 2003
13
Automotive Market: Sales
30 25 20 15 10 5 0
2000 2001 2002 2003E 2004E
2005E
2006E
2007E
Source: Boston Consulting Group, Access Asia (inc. after-sales & spare parts)
19
Automotive Market: After-Sales