高尔夫嘉旅提报文件演示文稿.pptx

全新高尔夫嘉旅上市策略及创意提报THENEWGOLFSPORTSVANLaunchStrategy&municationObjectives在目标消费人群中为嘉旅建立知晓与偏好,SVamongsttargetconquestcustomersanddriveincrementaldealertraffic差异Differentiation减少与高尔夫之间的互相转化LeverageGolfDNAbutdifferentiationfromA7tominimisesubstitution定位Positioning从A级两厢、A级MPV、A级SUV市场抢夺消费者AttractconquestcustomersfromA-HB,A-MPVandA-SUV受众Audience令嘉旅成为有子或无子的单身或已婚人士的选择MakeGSVthebrand/modelofchoiceforcool,trend,activeindividuals/families,withorwithoutkid(s)上市Launch将上市的声音传播至各个角落,产生新的销售线索Maximisebuzz&msactivitiesthroughouttheyeartobuildsalesmomentum销量从哪里来WHEREWEWILLWINSALESFROM高尔夫·嘉旅产品布局GSVDNAheritage更大空间,更舒适,更多用途的全新高尔夫嘉旅国产上市,完善高尔夫产品线布局,各车型互补,形成一汽高尔夫产品线市场战略卡位。Morespace,fortable,moreversatility,’·嘉旅产品属性GSVaddedvaluebenefits4348mm(长)x1807mm(宽)x1574mm(高)4255mm(长)x1799mm(宽)x1452mm(高)在大众高尔夫品牌:安全、可靠、舒适、质量的背书下,更大车身空间,为GSV赋予全新的产品属性“更大的高尔夫”WithGolf’fortable,andhighqualityfeatures,GSVisthenew“biggerGolf”SpaceBiggerspace更大的空间Biggertrunk更大的后备箱Adjustablerearseats后排座椅可调VersatileHigherwheelbase更高的底盘Reartable后排小桌板Storagespace储物空间Panoramicsunroof全景天窗高尔夫·嘉旅产品力解析GSVsalespoints更大的车内空间及储物空间:满足更多人生活使用;更高的底盘:满足不同路况驾驶;更多功能内饰配置:满足不同场景使用更大的高尔夫GSV产品力满足【城市家用】及【多功能用途】根据GSV产品力解析,GSV或将有机会蚕食两厢家轿,SUV及MPV市场份额Biggerspaceandstoragespace:fulfillallpeople’sneeds;higherwheelbase:fulfillallroad’sneeds;moreinteriorfeatures:fulfillallsituations'“biggerGolf”,GSVispossibletogetthesalesfromHB,SUV,andMPV’·嘉旅产品力解析GSVsalespoints购买嘉旅的因素ReasonsforpurchasingVWGolfSportsvanafterprice购买因素(第一选择)(Top10)Purchasereasons(1stChoice)(Top10)消费者购买嘉旅的主要原因是它新颖的车身,现代的外形以及舒适宽敞的空间。ThemajordriversofchoosingVWGolfSportsvanareitsfreshbodystyleandmodernexterior,-endedfindings:Exterior外观:新颖的车身与传统区隔,在路上吸引瞩目“Fresh”bodystylewhichisdifferentfromconventional