資料車型卡宴cayenne news bulletin porsche china

1、News Bulletin Porsche China中國資訊快報To the Point - The new Cayenne誰 新款 CayenneGeneral Manager Marketing & PRSales AftersalesMarketing 21 / 29 Apr. 2010Dear Porsche Partners,親愛的合作伙伴：Eight years after it was first launched and following a sustained record of stunning sales success, we are delighted t

2、hat the next generation of the Porsche Cayenne is about to be launched. The new Cayenne首次發(fā)布 8 年以來，Cayenne 車型取得了創(chuàng)的巨大銷售，現(xiàn)在，Cayenne迎來了新一代車型。新款 Cayenne 的全球首發(fā)是在 3 月份的日內(nèi)瓦車展上，與之一同揭曉的還有公司的最was unveiled to the world at teva Motor Show in“Porsche Intelligent Performance”。這新宣傳March, as one element of the Porsc

3、he Intelligent Performance that is revolutionising our mline.一理念將推動我們整個車型系列的革新， 新款Cayenne 就是其中一個代表。The launch of the new Cayenne will undoubtedly be one of the most important moments for themarket in the coming year. The new Cayenne will drive無疑，新款 Cayenne 的發(fā)布對于而言將是的時刻之一。新款 Cayenne 將帶領(lǐng)保時上更上一層樓。今年最捷在

4、the success of Porscheto the next level.Please note the following dates for the launch of the new Cayenne:請注意，我們?yōu)樾驴?Cayenne 的上市發(fā)布安排了下列日期。 6 月 18 - 23 日，上海發(fā)布（培訓(xùn)） 18-23 June, ShanghaiNational launch (Product Training) 24-26 June, ShanghaiNational launch (Media Launch) 2-18 JulyPOS launch 6 月 24 - 26 日

5、，上海發(fā)布（發(fā)布） 7 月 2 - 18日POS 發(fā)布The following dealer bulletin will provide you with the key information regarding marketing activities for the launch of the new Cayenne, including advertising campaign, National Launch event, and POS event concept.本資訊快報將向您提供新款 Cayenne 上市發(fā)布相關(guān)的關(guān)鍵市場活動信息，包括發(fā)布活動 POS 發(fā)布理念。和宣傳措施

6、、A detailed CRM campaign has also been planned to complement the launch of the new Cayenne and will be announced with further details at a later date.為了配合新款 Cayenne 的發(fā)布，我們計劃了一個CRM 宣傳推廣行動，具體情況將適時另行公布。The success of this important launch depends highly on the joint efforts and investments of Porsche C

7、hina and all Porsche Centres around the country.這一重要中國和入。發(fā)布活動的所有，很大程度上取決于中心的共同努力與投We wish you great success in launching m.thiscrucial我們祝愿您的上市發(fā)布活動取得圓滿！Porsche (China) Motors Limited（中國）汽車銷售Patrick PeschDirector Marketing市場總監(jiān)21. Introduction1. 簡介The strategy for the Cayenne launch is designed to meet

8、 the following key business objectives:本次發(fā)布的策略主要下列業(yè)務(wù)目標(biāo)制定： 取得最佳宣傳效果；To build the highest possible awareness; 盡可能填補(bǔ)最后一批舊款 Cayenne 和首批交付的新款 Cayenne 之間的空白期；To minimise the time gap between the final supply of the old Cayenne and first deliveries of the new Cayenne,To generate new leads and keep prospect

9、s from purchasing competitor products, 獲取新的商機(jī)，將有意吸引過來；競爭的潛在客戶Create positive word of mouth amongst opinion leaders around China. 在意見（影響力較大的人群）中形成良好的口碑。This bulletin will concentrate on the first stage of this launch and a further bulletin will provide more information on car delivery activities and

10、the future launch of the V6 variant of the Cayenne.本資訊快報將主要講述第一個階段的發(fā)布活動，有關(guān)車輛交付和今后 V6 車型發(fā)布的信息，將在后續(xù)的資訊快報中詳述。3ActivitiesMonthInternational EventWorldAsiaNational EventAuto ChinaNational LaunchDealer EventDealer Preview (Leipzig)POS (V8)POS (V6/Hybrid)Above the line CampaignWave 1 (focus on V8)Wave 2 (f

11、ocus on V6 & Hybrid)CRMMailing 1Mailing 2FebMarAprMayJunJulAugSepOctNov2. Strategy2. 策略In the lead up to this event the following dates are important deadlines:在活動準(zhǔn)備階段，請注意以下重要的截止日期：Typical Cayenne customers have the following traits:Cayenne 的目標(biāo)客戶具有下列特征：Demographic: Mostly male (79%), Mostly 30-4

12、9 years old (78%), 87% married, average household of 3.3 people Business owner (54%) or self-employed (36%); Cayenne is 2nd or 3rd car of the household.和上： 大多數(shù)為（占 79%） 大多數(shù)在 30 - 49 歲之間（占 78%） 87% 為已婚，平均家庭人口為 3.3 人 大多為企業(yè)主（54%）或經(jīng)營者（36%） 該車為家庭里擁有的第 2 或第 3 臺車Purchase behaviour: Previous/Current owners o

13、f Benz, Lexus, Land Rover; Majorbuyingmotivations消費(fèi)行為： 前/現(xiàn) BMW、奔馳、a BMW,Mercedes-、的車主主要 與其他為：實用性、性能和品牌 車型的車主相比，首次擁有includeusability,performance and brand;者所占比例較高 Higher percentage of first-time owners compared to other Porsche ms.44. Target Groups4. 目標(biāo)群體DateActivitiesResponsiblePCN contactApril 28-2

14、9Training at Marketing Seminar in北京市場經(jīng)理會議POS活動培訓(xùn)Porsche ChinaPatrick PeschApril 29Dealer Bulletin sent to Porsche Centres資訊快報給中心Porsche ChinaPatrick PeschMay 2-6Dealer Preview event in Leipzig, Germany新Cayenne經(jīng)銷商試駕會，德國萊比錫Porsche ChinaPatrick PeschMay 11Event Execution Manual sent to Porsche Centres活

15、動執(zhí)行手冊給中心Porsche ChinaJudy ZhangMay 21Porsche Centres inform Porsche China of venue and launch event date arrangements中心告知中國發(fā)布日期和場地Porsche CentreJudy ZhangJune 4Porsche China approves POS launch venue and dates中國批準(zhǔn)POS發(fā)布日期和場地Porsche CentreJudy ZhangJune 18-23National Launch and Product Training新Cayenn

16、e發(fā)布及經(jīng)銷商培訓(xùn)Porsche ChinaAnnie ZhangJune 24National Launch and media test drive with press release新Cayenne上市發(fā)布及中國稿Porsche ChinaAaron LiJune 24POS press release and speech distributed to Porsche Centres POS稿和稿給中心Porsche ChinaAaron LiJune 26Launch Event Kit arrival at Showroom發(fā)布活動套件運(yùn)抵展廳Porsche ChinaJudy

17、ZhangJune 30 July 9Launch cars arrive at showroom發(fā)布車輛抵達(dá)展廳Porsche ChinaFrank QiuJuly 2-18POS launch at Porsche Centres中心舉行POS發(fā)布Porsche CentreJudy Zhang3. Critical Dates and Deadlines3. 關(guān)鍵日期和截止日期The launch theme and icon has been defined as:發(fā)布主題和標(biāo)志如下：Theme“To the Point.”主題“誰”主題“To the Point”源自新款 Cayen

18、ne 的如下特性和事實：The theme “To the Point” was inspired bythefollowing facts about the new Cayenne:新款 Cayenne 來自于萊比錫的生產(chǎn)廠，在那里有數(shù)條道路可直通客戶中心；新Cayenne的開發(fā)始終關(guān)注于最重要的方面，切中客戶的真實需求：- 減輕車重；- 更少燃油消耗；- 最佳公路性能 Originated from the home of Leipzig, with roads leading to the point of customer centre The Cayenne concentrate

19、s on the most important things the things that really matter such as,- Less weight- Less fuel consumption- Best on-road performanceIconThe icon for the sales round is defined below, featuring the new Cayenne as the pinnacle of on-road and off-road performance and illustrating its position as “To the

20、 Point”.標(biāo)志本次銷售巡回的標(biāo)志如下。這個標(biāo)志突出了新款Cayenne 在公路和越野行駛性能上的巔峰地位，襯托出了“誰”的主題。這一標(biāo)志將同時在新款 Cayenne POS 發(fā)布中使用。的發(fā)布和The icon will be used in both the national and POS launch of the new Cayenne.55. Theme and Icon5. 主題和標(biāo)志In coordination with the POS launch of this important m , a national media campaign has been plan

21、ned to introduce the public to the new Cayenne S and Cayenne Turbo. The campaign will feature a new advertisement each month. Dealers can then start to place teaser advertisements in May. Selected lifestyle, sports, Platinum Bankcard Membership, and in-flight magazines in Mainland China will feature

22、為了配合這一重要車型的 POS 發(fā)布，我們制定了一個宣傳計劃，通過每月一個新，眾介紹新款 Cayenne S 和 Cayenne Turbo 車型。保從 5育、。時捷分生月開始投放預(yù)熱。陸部月到 7會員、航空雜志將從 5參見下一頁。登此類advertisements from May to details on the next page.July. Please find more66. Media Campaign6.宣傳The national advertisements for the new Cayenne S and Cayenne Turbo are listed below.

23、 Porsche China will provide three versions of retail print advertisements, respectively for teaser preview, POS launch and test drive promotion. Radio advertisements and online banners will be available on PPN as well. Each dealer is required to submit their Media Plan for Cayenne S and Cayenne Turb

24、o retail ads to PCN before 21 May 2010.新款 Cayenne S 和 Cayenne Turbo 的品牌如下。此外，中國提供三個版本的零售平面，分別用于預(yù)熱、POS 將公布在 PPN發(fā)布和試駕。電臺和上。每家中心必須在2010 年 5 月 21 日前，將 Cayenne S 和 CayenneTurbo 的零售計劃提交給中國。Cayenne S & Cayenne Turbo National AdsCayenne S & Cayenne Turbo Retail Ads76. Media Campaign (cont.)6.宣傳（續(xù)）At

25、tendants Porsche Centre delegates: 400Including sales advisors, service advisors, marketing managers/executives National Media: 100 paxIncluding automobile, lifestyle, finance, etc.參加中心代表：400 人包括銷售顧問、服務(wù)顧問、市場經(jīng)理/： 100 人包括汽車類、生活類、財經(jīng)類等PorscheChinaTrainingDepartmentandPRand中國培訓(xùn)部門和部將分別向受邀Departmentwillsen

26、dseparateinvitation registration details to respective invitees.參加單獨邀請和報名詳情。Launch VenueTo best showcase the improvement of the on-road performance of the new Cayenne, it has been decided that the launch venue will be Shanghai, with a test drive programme on the Shanghai International Circuit.發(fā)布地點為了

27、最好地展示新款 Cayenne 在行駛性能方面的提升，我們選擇了上海作為發(fā)布場地，并在上海國際賽車場安排了一場試駕活動。Venues for National Launch Reveal/ Evening Event Sheshan, Shanghai Accommodation and second dinner Sofitel Shanghai Sheshan Oriental Test Drive Shanghai International Circuit Product Training Porsche China Training Centre and Shanghai Inter

28、national Circuit發(fā)布活動主會場：揭幕/發(fā)布晚宴：上海佘山住宿和第二場晚宴：上海東方佘山索菲特大酒店試駕：上海國際場培訓(xùn)：中國培訓(xùn)中心、上海國際場Launch ProgrammeDay 1發(fā)布活動日程第一天By 16:3018:30Delegate arrival Transfer16:30前18:3022:00抵達(dá)前往發(fā)布晚宴地點晚間活動結(jié)束22:00Evening programme concludesDress Code: Smart casual著裝：休閑正裝Day 2By 8:008:009:0017:4019:30第二天8:00前8:009:0018:0019:302

29、1:30Breakfast Transfer to SICTraining and Test Drive in workshops First day training concludesSecond dinner in Sofitel Sheshan早餐前往 SIC培訓(xùn)和試駕第一天培訓(xùn)結(jié)束佘山索菲特大酒店舉行第二場晚宴晚宴結(jié)束21:30Dinner concludesDress code: Comfortable and casualDay 3著裝：舒適便裝第三天9:00前9:0010:0013:0013:0014:30By 9:009:0010:0013:0013:00Breakfast

30、and check-out Transfer Training Centre Training workshops Training Concludes; Lunch早餐、退房 前往培訓(xùn)中心培訓(xùn)培訓(xùn)結(jié)束午餐離開14:30DepartureDress code: Comfortable and casual著裝：舒適便裝87. National Launch & Product Training 7.發(fā)布及培訓(xùn)The POS launch event is especially critical to building excitement amongst prospects and h

31、elping to limit demand for competitor products. Therefore, all Porsche Centres are required to dedicate full resources to this event, with high levels of manpower, budget and prospect/customer invitations.POS 上市活動在調(diào)動潛在客戶積極性以及吸引競爭車型潛在客戶的過程中發(fā)揮了特別關(guān)鍵的作用。所以，中心都必須在人力、預(yù)算和潛在客戶/客戶所有的邀請等環(huán)節(jié)上全面投入盡可能多的。Avantgard

32、e has been appointed as the agency to support Porsche China and Porsche Centres with this important launch event. The agency will be involved in the creative concept, venue selection, and event execution together with Porsche China.前衛(wèi)資訊將擔(dān)任此次活動的公司，他們將為保時捷中國和中心提供支持，將在活動理念、場所建議/批準(zhǔn)以及活動執(zhí)行方面，與銷商提供支持。中國一起P

33、articipantsParticipants of the POS launch event can be selected from the following target groups:參與者POS 發(fā)布活動的參加者可從下列目標(biāo)群體中選取：訂購新款 Cayenne 的客戶；從 DM 直郵和北京車展上收集的潛在客戶； 現(xiàn)有跑車客戶；Customers who ordered a new Cayenne; Prospects generated from the DM and Auto China; Current sports cars owners;Customers who boug

34、ht the previous generations of the Cayenne earlier than 2008, especially owners of the first generation Cayenne;Owners of the V6 variant of the Cayenne that are considering an upgrade;2008 年以前一代 Cayenne 的車主Cayenne 的車主， 特別是第 考慮升級車型的 V6 車主； 競品客戶，包括 Audi Q7, BMW X5/ X6, Volvo XC90, Touareg, 和 Infiniti

35、FX 的車主;Customers of competitor ms, including theAudi Q7, BMW X5/ X6, Volvo XC90, Touareg and Infiniti FX.Given its position as the most important m in our market and the high sales targets set for the new Cayenne, the recommended number of participants in the POS event is 300 pax (150 with partners)

36、.考慮到這款車型在的重要地位，以及新款Cayenne 的銷售目標(biāo)， POS 活動的建議受邀人數(shù)為300 人（或 150 對）。Launch VehiclesAll Porsche Centres will be equipped with two units of the new Cayenne for the local POS event. However, due to car availability, some dealers will only receive two units of Cayenne S to serve as launch cars.發(fā)布車輛所有中心都將獲得兩臺

37、新款 Cayenne 用于當(dāng)?shù)豍OS 活動。然而，由于車輛供應(yīng)，大多數(shù)經(jīng)銷商將只得到 2 臺 Cayenne S 作為發(fā)布用車。Please contact the Porsche China Sales Department for specific details regarding the two vehicles that have been assigned to your market and their date of delivery.中國銷售部獲取關(guān)于您的 2 臺車輛的配請置詳情和車輛到達(dá)日期。98. POS Launch8. POS 上市活動ConceptThe POS l

38、aunch event will set a scene featuring two situations: on-road and off-road. The new Cayenne will then be revealed from the two scenes, reinforcing the reputation of the new Cayenne for sports car performance and outstanding driving ability in all conditions.理念POS 發(fā)布活動將營造出一個融匯了公路駕駛和越野駕駛路況的場景。新款 Caye

39、nne 將在這兩種背景下揭開面紗，突出體現(xiàn)了新款 Cayenne 作為一款獨具跑車特色的形象，彰顯了其在所有駕駛路況下的卓越性能。Following the success of the product presentation during the Panamera launch, a product movie will be part of the launch programme.在吸收了 Panamera 發(fā)布期間演示的經(jīng)驗演示后，此番的 Cayenne 發(fā)布中也將包括一個影片。Furthermore, this event will utilise innovative modul

40、es to demonstrate features and benefits of the new car in an interactive manner. These modules will begin when participants enter the launch venue and continue until the car is revealed.此外，活動還將利用一些創(chuàng)新模塊，從參與者步入活動現(xiàn)場開始，直到車型正式揭幕，這些創(chuàng)新模塊將以互動形式來展示新款車型的特性和優(yōu)勢。Outside - Entrance to the eventInside Launch stage

41、 and car reveal108. POS Launch (Contd)8. POS 發(fā)布活動（續(xù)）Launch VenueThe launch venue should be a premium location with easy transport access for all participants.發(fā)布場地總體說來，發(fā)布活動應(yīng)選擇交通狀況對所有參與者都較為方便的場地。The minimum dimension of the launch venue is 40m (L) x 30m (W) to realise the launch concept attached. A sa

42、mple layout for the launch event is as follows:發(fā)布場地最小要求為 40m (長) * 30m (寬) 以確保發(fā)布理念得到貫徹。發(fā)布活動的場地示例如下：Locations we recommend during your search: Premium leisure or sports area, e.g. golf course, tennis centre, etc. Exhibition halls Museum or Art Centre Resorts or luxury clubs Local Fashion Landmark在選擇當(dāng)?shù)氐陌l(fā)布場所的建議如下：高級的休閑、運(yùn)動場所，例如；展示展覽場館；博物館或藝術(shù)中心；球場、網(wǎng)球度假村或高端 當(dāng)?shù)氐臅r尚地標(biāo)；All Porsche Centres are askedto start searching所有中心都必須開始尋找當(dāng)?shù)睾线m的場地，for the venue in your region and please advise并將尋找結(jié)果在 5 月 22 日前告知中國。最中心共同決定。Porsche China of your selected venue by 22 May. Final choice o