V90 Cross Country Communication Plan
Core target确立 Volvo 品牌在旅行车 / 越野旅行车领域的专家地位• 树立品类专家形象，成为旅行车消费者第一联想品牌。• 通过感性诉求和消费者形象塑造，结合理性产品力沟通，转化高端 SUV 客群。
产品卖点Global Insight中国消费者洞察在工作之外仍有很多热爱的事物；倾向于享受更多工作之外的时间 在日常的生活轨迹之外， 他们追求生活的多样性和多种可能性，享受属于自我的独特的生活方式。对车辆的选择不愿拘泥于主流，需要能够满足多样的生活需求，同时能体现自己独特的个人风格。优雅北欧设计越野操控性能超大自由空间Global Claim: The Get Away Car寻找中国市场本地化诉求 Manifesto是着眼舒适驾控？还是纵情越野与远方？人生无需单选，生活不止一面。 内外，传承北欧豪华美学掌控，各种路况游刃有余空间，从容之间尽显优渥 别有一种生活志向，更有一番心路径程沃尔沃全新 V90 Cross Country 越野旅行车行有径，心逸远marketing Communication concept
“My goodness, don‘t you remember "“When you went first to school”“You went to kindergarden" “And Kindergarden, the idea was to push along so that you could get into first grade”“And then push along so that you could get into second grade, third grade, and so on going up and up”“Then you went to highschool and this was a great transition in life”“And all that pressure is being put on”“You must get ahead”“You must go up the grades and finally be good enough to get to college”“And then when you get to college”“You‘re still going step by step, step by step, up to the great moment in which you are ready to go out into the world” “And then when you get out into this famous world, comes”“The struggle for success and profession of business”“And then”“Suddenly”“When you’re about forty or forty-five years old in the middle of life”“We wake up one day, and say”“Huh? I‘ve arrived”“And while it is of tremendous use for us to be able to look ahead and to plan”“There is no use planning for a future which when you get to it and it becomes the present you wont be there”“You’ll be living in some other future which hasn‘t yet arrived”“And so in this way”“One is never able actually to inherit and enjoy the fruits of one actions""You cant live it all""Unless you can live fully""Now" PC / TA portrait
TA 们需要的，不是循迹完美的人生规划，而是追寻内心所爱，让生活更充实Can‘t live it all “”与己不同Live fully“”与众不同
Potential consumers / target audienceVolvo 品牌意向客群大型旅行车意向客群部分高档中型 SUV 客群让他们从旅行车中选Volvo让他们从 Volvo 中选旅行车他们竞品中选Volvo 旅行车进口旅行车自有客群他们当中很多人有多年海外生活背景，对旅行车情有独钟喜爱 Volvo 品牌寻求相关价位段产品的意向客群如：因价格、车身型式等原因拒绝 XC90 的客群觉得 S90LWB 过于稳重不够个性化的客群需要一定的户外通过能力和较大空间的，寻求相关价位段高档 SUV 的意向客群
PRODUCT懂旅行车的人，一定懂沃尔沃；想要开旅行车的人，一定选 Volvo Cross Country旅行专家Key message ： 完美，不如出众 “”面面俱到的完美车型永远不存在，市场需要的是细分市场的 专家 默守规划的人生并不完美，倒不如活得充实而出众communication key messageTATA 们需要的，不是循迹完美的人生规划，...
