大手笔广告hankooktires整合营销方案ppt(编辑修改稿)

大手笔广告hankooktires整合营销方案ppt(编辑修改稿)内容摘要：

on. About 35 years old, all his life was devoted to the quality improvement of tires. He knows how to design different tires to adapt to the various needs of different automobiles. He is more familiar with the situation in China and believes in quality and service. Additionally, he is ambitious for the success and looks forward to perfection. Goal Enhance the brand equity and reliability Goal Induce trial dependable quality and price Value Price It’s more practical to choose Hankook SOV SOM Direction Focus on the brand strength and quality. Expand the distri bution channels with the support of mass media. Encourage consumers to have trial. Expand the market share on the basis of good public praise Direction •TV •NP • Poster •RD •Billboard •Trial prize •exchange old with new •exchange new with new •presents Means Means The purchase of tires is heavily influenced by users’ habit. A good brand of tires is the oute of utilization. The better the quality, the more public praise. The current users are kept and the new users will have trial due to the public praise. More consumers, higher sales volume. 5. Key points in the process of marketing How to convey the characteristics of HANKOOK to consumers and induce their trial? 6. Integrated marketing strategy Tasks to be achieved： •Differentiate HANKOOK with other brands with its unique brand image，quickly elevate the brand awareness ， set up affinity and good relations with consumers and dealers •In 1999, the main goal is to plete the image differentiation and in 20xx, the product features will be focused on the basis of the good brand image. •Feature the strength and the spirits of HANKOOK Permeate Highprice, mediumprice and lowprice markets Build as good brand image as Michelin and Goodyear Take market share from Huili and shuangqian with reliable quality dependable quality and price Major media Outdoor POP Service center Enhance the brand image and build the reliability Enhance visual impact, increase frequency Boost up the confidence of dealers, create good buying environment Approach the consumers and set up the consumers archive •TV •Radio •NP/Magazine •TV sponsor •Bus Ad •Billboard •Lightbox •poster •bulletin •exhibition shelves •promotion •presents •exhibition •regular parties between drivers •user track 6. Integrated marketing strategy HANKOOK Service Center The close relationship between manufacturers and dealers will be stable after longtime management. Service Center Dealers’ cooperation Support to brand Target consumers Retail and batch purchase For enterprises concerning its brand image, sales is partially service. Service center is the promise of good quality and service. HANKOOK service center has good service to fulfil its mitments. The decoration and staff quality of service center both reflect the brand and enterprise image. Before the products are sold, reliability have been sold already. Value of HANKOOK Service Center The use of HANKOOK service center The best place to present the brand image and the strength of the enterprise. • In some areas with sufficient terms, service centers can be transformed to directselling locations. •Shorten the distance between Hankook and consumers • Solve consumers’ problems and set up their brand loyalty •Avoid the imitations •Prevent the disordered price •Offer the best price 7. Media Plan Contents  Target Audience Definition  Media Objective  Media Strategy  Buying Tactics  Other Buying Considerations  Media Flowchart Target Audience Definition They are drivers, dealers, and many more... Primary target: drivers, age between 2555 Secondary target: male, age between 2555 Media Objective  Focus on building maximum reach  Induce trial  Make consumers aware of the characteristics and brand image of HANKOOK tire. Formulation of Media Strategy。