朗境FL上市传播方案Cross Lavida FL Launch Communication Plan
大背景The overall background朗境FL将于11月20日上市 Cross Lavida FL will be launched on Nov.20同时，再看回整个Lavida品牌 Meanwhile, looking back to the whole Lavida brand…Source: SVMPLavida整体车系1.4TSI车型的销量有待进一步提升The 1.4TSI models sales of the whole Lavida Family need to be further enhanced New Lavida Planned MixEngineRatioEA211 1.6L 81kW 155 Nm76.0%EA211 1.4TSI 96kW 225 Nm24.0%New Lavida Sales MixEngineRatioEA211 1.6L 81kW 155 Nm83.8%EA211 1.4TSI 96kW 225 Nm16.2%Gran Lavida Planned MixEngineRatioEA211 1.6L 81kW 155 Nm75.6%EA211 1.4TSI 96kW 225 Nm24.4%Gran Lavida Sales MixEngineRatioEA211 1.6L 81kW 155 Nm77.9%EA211 1.4TSI 96kW 225 Nm22.1%
主要传播目的Key Communication Objectives通过Cross Lavida FL车型上市，延续‘生活’的品牌资产，强化品牌形象并加入新元素，进一步提升Lavida家族的是知名度To sustain Lavida’s overall brand assets – ‘life’ through the Cross Lavida FL model launch, strengthening Lavida’s brand image & inserting new elements to the brand, further enhancing the overall awareness of Lavida Family确保Lavida家族A级车细分市场持续增长，稳固领导地位。以1.4T为主打产品，帮助促进朗境乃至整个Lavida车系销量的提升（尤其是整体1.4T的销量）To ensure Lavida Family’s continuous growth in the A segment, consolidate its leading position. Taking 1.4T as the hero product to help promote the model sales of Cross Lavida as well as the sales of the whole Lavida carlines (esp. the sales of the whole Lavida1.4T)
LAVIDA FAMILY定位回顾LAVIDA FAMILY POSITIONING REVIEW
Lavida ArchitectureLavida生活相信爱 Life, Believe in LoveProduct Portfolio产品系列族谱New Lavida新朗逸Gran Lavida朗行Cross Lavida朗境New Lavida Sport 新朗逸运动版Target Insight消费群洞察有爱的人，享受被信赖带来的满足感People with love enjoy the sense of satisfaction by the trustworthiness自由越大，获得的快乐也越大The bigger the freedom is, the more the happiness & fun will be?TBDProduct Positioning产品定位人性化的，值得信赖的德系越级高端家轿The human & reliable German superior high-end mid family car德系越级行旅两厢扩大生活空间The reliable German superior touring hatchback that extends the space of life?TBDCommunication Proposition 传播主张 有爱，生活就有回应 Love enhances a good life 爱，创造生活更多可能 Love creates endless possibilities for an exciting life ?TBD TA General Characters目标群共性积极、自信、乐观、踏实Positive Confident Optimistic Surefooted
产品分析A QUICK VIEW TO PRODUCT
产品优势：Lavida品牌的背书Product strength: Endorsed by Lavida•主流品牌：知名度高、口碑好，保有量大，可靠Mainstream brand: high awareness, good WOM, big sales volume, reliable•大众的德国血统、工艺VW German heritage & craftsmanship•油耗低；质量可靠/故障率低；车身安全性好、刹车性能好；车型成熟；座椅乘坐舒适性好Low fuel consumption; reliable quality / low failure rate; good safety & good braking features; mature model; seats with good comfortSource: Lavida 2014 CPBD report
Cross Lavida 产品亮点Product Strength设计：强烈的跨界车视觉特征，类SUV的自由自在的感觉Design: ...
