HANKOOK轮胎集成行销计划.ppt

单击此处编辑母版标题样式,,单击此处编辑母版文本样式,,第二级,,第三级,,第四级,,第五级,,,*,DSB,Integrated Marketing Plan of,,HANKOOK Tires,DSB Advertising,,,Mar 1999,,,Contents,9. Suggestions,1. Market analysis,,2. Target consumers,,3. Product positioning,,4. Brand positioning,,5. Key points in the process,,of marketing,,6. Integrated marketing strategy,,7. Media plan,,8. Promotion plans,,,,1. Market analysis,Overall trend：,,The national sales in 1998 totals 1.6 mil pieces, with 2.4% growth compared to year of 1997. The market potential also increases slightly. The demand structure continues changing and the competition is being more intense.,,,Private autos plays a more important role. In 1998, the total amount of private cars was 0.71 mil which took up 45.51% among the total auto sales. Personal consumption increase of tires is obvious. In Beijing, the number of private cars grew 8 times between 1992 and 1995.,,,,Competitive overview,,Some foreign and JV brands are still in their early stage: focus on the design of POP and outdoor exhibition. The major competition comes from the brand image instead of the actual profits. It can be deducted that the real competition hasn’t arrived yet.,,Shuangqian and huili, two shanghai-made brands lead the national market with its stable quality, vast distribution and long history. They are not only the profit-winners, but has very good brand images.,,1. Market analysis,,,,Area differences do exist due to the geography and climate.,,For instance, the competitors in,Chongqing,(mountain area) are,,different from those in,Wuhan,and,Hefei,(flat lands).,,,The complete product line with different features is the premise,,to participate in the national market. As we found through relative,,research, some brands like Goodyear and KUMHO input a lot,,in communications, but with slight feedback. It can be deducted,,that the response of tire market is comparatively slow . The,,strength and patience is required.,1. Market analysis,,,,The competition goes deeper and wider which includes the price, service and construction of distribution channels. All brands haven’t differentiated their unique brand images yet among highly competitive clutters .,,,The originally-equipped tires still have strong impact on,,consumers.,Santana,with,Huili,and,Xiali,with,Sanjiao,. The,,regionalism is extremely obvious.,,,1. Market analysis,,,2. Target Consumers,Taxi,,Civil autos,,Cargo autos,,Passenger transport autos,,,Target Consumers,,Tires are tools of making fortune. The lowest cost is the eventual demand.,,,Work day and night to make living. Regard himself as ordinary workers without technology advantages.,,,The short-term behavior is serious. Sometimes even use worn tires. Price is a major consideration.,Taxi,,,,Durability is the most important concern and the number of kilometers is their criterion of making judgement.,,,Their measurements：,,No crack, no split and no upheaval are their basic requirements.,,They are greatly influenced by price. Sometimes, even ten,yuan,,can affect their final choice.,Target Consumers,Taxi,,,Their understanding to the veins are mostly restricted to the difference of bigger and smaller, deeper and more shallow. The detail of veins is meaningless and no one would choose different tires for different roads.,,They began to care about the quality of the raw material of tires and had some own criteria to judge the tires, i.e, touch the surface to see if it is glossy or pinch the tire to see if it is hard,,Target Consumers,Taxi,,,Decision-making process：,,,Move the front tires to rear and only change new ones after totally worn.,,,The words of colleagues are the most important, and then with the recommendation of dealers.,,Brand equity is not apparent among tires consumers. They don’t have a firm belief towards a certain brand. The habit of using current or originally-equipped brands is obvious.,Target Consumers,Taxi,,,,The core requirement of taxi drivers,,,,Durability and better price,Target Consumers,Taxi,,,,Background：,,,Civil autos drivers, civil autos man-in-charge, auto management staff of government,,Have high criteria and wide source of information on tires,,Especially in Beijing, the structure of organizations is quite comprehensive. Many people have the authority to influence the management of cars.,,Target Consumers,Civil autos,,,,,,Safety,,,Other requirements like elasticity, anti-slippery derived from the safety,,,It’s very important to choose a good brand. Good brand must represent the reliable quality.,,,Price doesn’t affect too much if it’s reasonable.,Their measurements：,Target Consumers,Civil autos,,,Decision-making process：,,When tires are half worn, changes are to be made. Generally, 50 thousand kilometers is a reference-line.,,Most buying decisions are made by drivers,,,The points of purchase are stable.,,Batch purchase is determined by both drivers and buyers. Drivers name the brand and buyers determine the POP.,,If anything allows, imported brands are preferred.,Target Consumers,Civil autos,,,The core requirement of Civil autos,,,,Safety, also consider personal discount,Target Consumers,Civil autos,,,,,Background:,,,Overload is occasional.,,,Due to the long-distance travel experience, cargo autos,,drivers generally have richer knowledge on tires. They also have the opportunities to use different brands.,,,They confront the most problems on tires.,Target Consumers,Cargo autos,,,Durability - For the short-distance travel, one-year durability is demanded. For the long journey, half a year is preferred.,,They have specific requirements to the endurance of tires.,,They began to notice the usage of veins of tires.,,Often coming across various accidents, they don’t have a clear impression of negative parts of tires they used.,Their measurements：,Target Consumers,Cargo autos,,,Decision-making process：,,Move the front tires to rear and only change new ones after totally worn.,,,The words of colleagues are the most important, and then with the recommendation of dealers.,,,They don’t have an idea about brand.,Target Consumers,Cargo autos,,,,,,,The core requirement of Cargo autos,,,,Durability and guaranteed quality,Target Consumers,Cargo autos,,,,Background：,,Sensitive about price,,The long-distance transportation requires better durability of tires.,Target Consumers,Passenger transport autos,,,,Durability, time length as their criteria, also have an idea about kilometers,,They will use renovated tires out of the consideration of cost,,Sensitive about price,Their measurements,,Target Consumers,Passenger transport autos,,,Decision-making process：,,,Keep using until the veins are totally worn.,,,No stable points of purchase. For long-distance drivers, they often designate brands they are familiar with.,Target Consumers,Passenger transport autos,,,The core requirement of passenger transport autos,,,,,Durability and reliable quality,Target Consumers,Passenger transport autos,,,Brand position among consumers,,,,,,,,,,,,,,,,High,Price,Quality,huili,shuangqian,KUMHO,Hankook,Goodyear,Michellin,,,High,Price,Quality,huili,shuangqian,KUMHO,Hankook,Goodyear,Michellin,Brand position among consumers,,,How to satisfy the core demand of consumers?,Taxi,,durability and better price,,Passenger transportation autos,,Durability and reliable quality,,Civil autos,,safety,also consider,,personal discount,,Cargo autos,,Durability and,,guaranteed quality,,dependable quality and price,,,dependable quality,,and price,Competitors：,,Michellin,,Huili,,KUMHO,,Shuangqian,,Consumers:,,Taxi--,,durability and better price,,,Civil autos,,safety,also consider,,personal discount,,,Cargo autos,,Durability and,,guaranteed quality,,,Passenger transportation autos,,Durability and reliable quality,Self advantages:,,globally-renowned tire manufacturer,,complete product line,3. Product positioning,,,4. Brand positioning,He is an professional engineer with international tires production. 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 outcome 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 complete the image differentiation and in 2000, the product features will be focused on the basis of the good brand image.,,Feature the strength and the spirits of HANKOOK,,Permeate High-price, medium-price,,and low-price 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,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,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,,,HANKOOK Service Center,The close relationship between manufacturers and dealers will be stable after long-time 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 commitments.,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 direct-selling 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 25-55,Secondary target: male, age between 25-55,,,,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,1 Bursting pattern(seasonality),,2 Media mix,,3 Target reach vs frequency,,4 Regionality,,,Chief Considerations:,,,Bursting Pattern,(Seasonality),RMB’0000,Category Spending by month / 98-99 ( TV+NP ),Focus on,,summer,Source: X&L,,,Bursting Pattern,(Seasonality),Peak sales season - summer ( June-August ),,Invest one month earlier to preempt competitors’,,activities ( May-July ),,,Special periods - i.e, policy change,,,,Media Mix /,Media attaining higher reach,Cinema,Monthly,TV,Outdoor,Radio,Weekly,High,,reach,Low,,reach,High,,perception,Low,,perception,,Daily,,,Media Mix /,the most-often seen media,,（Target audience：shanghai，drivers 25-55 ),,(universe: 130,000 sample: 24449）,viewership,Source: CMMS98,,,Media Mix /,CPM Index Comparison,,（Target audience：shanghai，drivers 25-55 ),,(universe: 130,000 sample: 24449）,Source: CMMS98,INDEX,,,Media Mix /,Recommendation,,1. Outdoor,2. Radio,3. TV,4. NP,5. Magazine,Media Ranking,,,Target Reach vs Frequency,Principles:,,- Achieve maximum reach,,-Frequency also required in some key markets,,,NOTES:,,Even no advertisers have that sufficient budget,,to both achieve high reach and frequency !,,,,Target Reach %,GRPs,1+ Reach,3+ Reach,Appropriate GRP level in,,tier-1 markets,Appropriate GRP level in,,tier-2 markets,source： CSM rating period: Aug 98-Feb 99,Target Reach vs Frequency,（Target audience：male 25-55 universe: 5,630,000),,,Regionality,Market Potential,,No. of automobiles（Buses,taxi,trucks）,,Annul no. of passengers,,Annul no. of transportation,,Competitive Action,,Advertising expense（TV&NP）,Prioritize all markets based on following factors,,,,Regionality,Source: China statistical yearbook 98, X&L,T,,I,,E,,R,,1,T,,I,,E,,R,,２,T,,I,,E,,R,,３,,,Regionality,Focus on the tier-1 markets,,,Guangdong,Liaoning,Shandong, Beijing,Jiangsu, Zhejiang,Tier-1,,,Remarks,: The market prioritization derived from the analysis of autos number, media expenditures and other factors. The marketing considerations are not included.,,,Buying Tactics,,,Overall Tactics,,Achieve the highest reach through each monthly plan,,,,Relate HANKOOK closely to the programs and articles,,featuring racing and limousine-introduction to elevate,,the brand image,,,Buying Tactics /,TV Rating Trend,,,（Target audience：shanghai，male 25-55 ),,(universe: 5,630,000 ),Rating%,CPRP,,(cost per rating point),,should be also,,considered,Source: CSM,,,Buying Tactics /,Outdoor Perception,Source: CMMS98,Conspicuous level of different outdoor types,（Target audience：shanghai，drivers 25-55 ),,(universe: 130,000 sample: 24449）,viewership,,,Other Buying Considerations,,TV,,Sponsor some programs with steadily high rating to substitute,,the regular buying for saving budget,,Cooperate with media to produce specific programs introducing,,HANKOOK and its products - variety shows,,Zhuhai,F-1 racing sponsor,etc,,NP,Soft Ad,Creative formats - make ads more eye-catching and arouse readers’ interest,,,,Moving, special-sized and other creative outdoor ads,(subject,,to the government approval),Outdoor,Radio,Traffic and music programs,The locations must be scattered to attain higher reach,Peak traffic and music time,Other Buying Considerations,Interactive programs,In the areas with many competitors’ ads, use less but,much larger,size,Highway,,,Magazine,Professional magazines,Soft Ads,Other Buying Considerations,( also be recommended due to its popularity and authority,,among target consumers ),Creative format - product logo at the top corner of each page,,,folder,etc,,,Media Flowchart in 1999,,,Budget Split,,,8. Promotion Plans,,Subject,,,Good cars with good tires, Happy parties,,---The free gifts from HANKOOK,,Contents,,,Select 20 brands of automobiles on the basis of HANKOOK’s product line and the situation of each city. 200 tires are provided to every city as free gifts. Events begin at the predetermined place and time, and end once no tires are available.,,,8. Promotion Plans,,Subject,,,1999 long-lasting happiness,,---the “Tai” brought by HANKOOK,,Contents,,,Select 20 key cities and 1000 points of purchase with excellent products exhibition and POP decoration. Total 100,000 “Safety souvenir” will be given as free gifts which convey the HANKOOK message and best wishes to drivers.,,,8. Promotion Plans,,,Subject,,,---Supporting HANKOOK’s dealers,,Contents,,,Set up the database of dealer and mail them with the regularly. The main contents of the newsflash include the sales skills, maintenance knowledge, news of HANKOOK and other promotion activities..,,,9. Suggestions,1 “Break up the whole into parts and make breakthrough in key points”,,Take private cars and taxi as the major consumers source.,,Make breakthrough in some key markets,,Select markets with good sales record in 98 or good sales potential,,as core areas.,,,,,,,“,Public praise is based on the utilization”. Hence the primary task of communications is to quickly create the loyal HANKOOK users.,,In the early stage of marketing, the promotions will take the most important role with the support of mass media.,Set up the users archive. The advertising through mass media expands and sustains the brand awareness among consumers.,2、Communication tools,9. Suggestions,,,Increase users,Professional capability,,,channels in key areas,,prize for dealers,,service of chain stores,,,Promotional capability,,,free gifts,,discount cards,,set up users archive,,advertising,,Support,,,stable quality,,brand integration,,management of sales people,9. Suggestions,,,Some issues to notice,3 major issues after the comprehensive analysis of tires consumption,,1 Good and stable quality with low cost,,Public praise is extremely important.,,,The cost must be lowered with the increase of sales.,,The low profits of tire manufacturers,,Most users think the quality of a certain brand is not stable.,,The quality will be noted only after use. The public praise will have positive effects with the support of stable good quality.,,,2 Multi-channels sales and management of cost,,,The cost management and prize policy of each distribution channel.,Since there is a large difference between demands and buying decisions, multi-channels is required.,Some issues to notice,,,3 Build and maintain brand,The brand awareness can be set up in a short period, but a good brand image is based on the after-use recognition.,,Except,Huili,and,Shuangqian,, most brands don’t have a clear and powerful brand image in consumers’ minds.,Enhancing the brand awareness and sales is comparatively easy. The long-term brand advantage depends on the stable good quality and the management of distribution channels.,Some issues to notice,,,Thanks,,,。