全国市场经理会议S90市场战略与创意方案会员免费

2016 沃尔沃下半年市场经理研讨会主讲人：诸葛君 初心不忘 创变不止S90 市场战略与创意分享

• 车系布局 重中之重• 实力颜值 首屈一指• 群雄逐鹿 取之有道• 客群画像 人生态度• 情感联动 金石为开• 整体推进 步步为营• 创意分享 创变不止agenda

车系布局 重中之重

490Sophisticated40Fun60DynamicSEleganceVElegance w/FunctionalityCross CountryAdventureXCRefined StrengthS90 身处沃尔沃中国产品布局一线重镇市场重镇品牌旗舰重中之重

JANFEBMARAprMayJunJulAugSepOctNovDecW1W2W3W4W5W6W7W8W9W10W11W12W13w14W15W16W17W18W19W20W21W22W23W24W25W26W27W28W29W30W31W32W33W34W35W36W37W38W39W40W41W42W43W44W45W46W47W48W49W50W51W52Guangzhou Motor ShowShanghai Auto Show2016 Q4 -2017 marketing communication calendar Local productionGlobal adaptationXC60 Adventure (End Life-cycle) LaunchChengdu Motor ShowL541 PHEV Launch& S90 sustain campaignPhase IV543 LaunchCampaignK426 LaunchCampaignL541 S90 LWB Celebrity CampaignTVC ReleaseVolvo Brand Campaign —— 90 AnniversaryReady by 2017 End MarS60L CampaignTag-on media platformV Series Campaign(V90CC,V60,V60CC,V40,V40CC)XC60 Clear out Promotion Campaign XC90 MY18 Launch Campaign BrandSales Support90 series60 series40 seriesL541 Excellence launch& S90 sustain campaignPhase IIK426 Pre-sale from GZSAS90 & XC90 Promotion campaign Important campaignS60 & V60MY Change & Polestar launchL541LaunchPeriodDealer Open DoorCRMDealer MKTEventGuangzhou Motor ShowL541 S90 LWB PresaleMY17 V60CC DODL541 S90 LWB Launch EventS60 & V60Polestar DODCall center brief for L541Launch and product communcation with owners and potential customers via enewsletter and owner magazine Pop-up storeL541launch eventMedia Plan for L541Showroom launch event for L54120162017SHASCDMSS60L Promotion Campaign XC60 Promotion Campaign 5S90 领衔 90 家族打造品牌航母力行市场攻坚

实力颜值 首屈一指

9Volvo China Communication StructureXC90“Excitement of being in Harmony with your achievement “V541/L541“Excitement of THE POWER TO CHOOSE”Clean Cabin“Excitement of PRICELES care”S60L “Excitement of a resourceful navigation”XC60“Excitement of being in harmony with the road”Drive-E“Excitement of the power TO DEVIATE” Intellisafe“Excitement of staying ON TOP OF THINGS”Sensus“Excitement of liberation”V40“Excitement of Unlocking a new world”To seeTo experienceTo sellINNOVATION MADE FOR HUMAN EXCITEMENTExcellence“Excitement of an indulgent BREAK” 产品沟通要点产品体验落点

S90 Product USPs - 沃尔沃全新 S90 长轴距豪华轿车（产品标准名称） S90 长轴距豪华行政座驾（产品标签）Intellisafesensus自动驾驶-驾驶辅助系统-安全科技智慧（科技）- 全系标配驾驶辅助系统- 具备 2 项堪称世界一流的安全科技- 配备智能车载互联系统及最佳人机交互系统产品营销沟通点企业传播沟通点竞争市场诉求点人性体验-智能在线-苹果车载系统-随车管家-语音控制智能主打竞品： AUDI舒适空间- 后排空间 ( 长轴距 )-纯净空间-高端音响态度（设计）- 外观：全新设计语言，拥有极具主张及动感的轿车设计元素- 内饰：豪华体验的全新组合- 创新、健康、以人为尊北欧设计-外观 & 内饰设计豪华主打竞品： MBClean zoneEXCELLENCE享受（驾乘）- Drive-E 沃德十佳发动机- 智能液压驾驶模拟技术高效动力-E 驱智能科技- 双擎 ( 长轴距 ) 驾驭主打竞品： B...