I. Background of the event

With its brand awareness and reputation at home and abroad, BMW has achieved a substantial increase in sales over the years, which is well-known; At the same time, it has become BMW's ideal and ambition to provide higher quality service at the right time, meet the needs of consumers, let people who know how to enjoy life better, and provide the best quality and most influential service to the market. With the help of public welfare activities, BMW will enter communities and squares, have zero-distance contact and interaction with target customers, attract the attention of all sectors of society, enhance the brand status, make the brand deeply rooted in people's hearts, gain further recognition from consumers, and eventually become BMW's most loyal customers.

Second, the purpose of the activity

1. Perfect combination with the target consumers' pursuit of dignity, status, identity, brand, fashion, safety and high grade to meet consumers' psychological needs.

2. Take advantage of the relaxed psychology people yearn for in summer, and launch personalized, fashionable, relaxed and public welfare activities to let consumers experience the relaxed mood in summer.

3, through the combination of brand and public welfare, improve the media hype and promotion.

4. Bring consumers closer to BMW through a series of activities and enhance the brand image of the company.

Third, the focus of the activity

1, for customers: pursue fashionable and noble consumer demand, experience the true meaning of life and show individual taste.

2. For the media, public welfare activities will attract the attention of many media, become the focus of their propaganda, promote consumers' buying behavior, and create brand atmosphere and product value.

3. For enterprises: understand consumer psychology, build confidence, strive for success and enhance brand image.

4. For the industry: we should not underestimate it, wait and see, and recognize the brand positioning and functional value of products.

Fourth, the effect evaluation

1. After this series of activities, it will bring a qualitative leap to BMW car sales. The market will have a higher level of clear understanding and impression on BMW!

2. It will surely become the focus of social and media attention and play a great role in the establishment and dissemination of BMW brand image!

Verb (abbreviation of verb) Arrangement of time and place of activity (to be determined)

Activity of intransitive verbs

1, "Caring for children and achieving the future", an interactive activity jointly organized by BMW and a large community attracted the enthusiastic participation of many children in the community. With the help of teachers and parents, the children drew their favorite BMW-"My favorite BMW children's painting tour". Give full play to children's imagination and enthusiasm for cars.

2. "The taste of life is extraordinary."

"Premium Night of BMW Quality Life", together with car owners, * * * learn extraordinary things, taste life, * * * share quality life, and bring success and joy. Cars, wine, Latin performances and various exhibits are mixed together, bringing a beautiful event. Share extraordinary moments, deliver quality life, and share the success and joy brought by BMW quality life with the majority of car owners.

3. "Test Drive to Realize Dreams"-BMW's perfect driving sharing activity, a one-day in-depth test drive and treasure hunt experience in Conghua Road, allowing customers to experience the performance of vehicles and add more relaxed elements. During the period, all kinds of road experiences of urban roads, expressways, highway sections and township roads will make you fully appreciate the pleasure of driving BMW vehicles. The destination of this ride is Baoqu Rose Garden, and the fragrance of the rose garden adds a bit of warm and romantic fun to this trip.

4. "Wonderful Movies and Your * * * Returns" broadcast various cinema blockbusters, which were liked and welcomed by the community owners. Open movies bring a warm feeling to everyone. Although it was not as shocking as the cinema, it brought more memories and fun to watch together for the whole family.

5. Public lecture on automobile safety

The host and guests turn professional automobile knowledge into real cases that are easily accepted and understood, and pass them on to the owners to correct the mistakes that drivers and passengers often make in their daily lives. Face-to-face contact with car owners and bringing them a safe car life concept is to advocate that car owners can enjoy the fun of cars and live a safe car life at the same time. The activity combines interesting safety games with intuitive live demonstrations, and vividly conveys boring safety knowledge to everyone in the activity.

6, automobile daily maintenance lecture

7, online car market, car source, modification and other consulting activities.

8. Collect opinions and suggestions on the spot.

9, car models, beauty performances

10, car audio, car modification (cool car) exhibition.

During the activity, many customers experienced the essence of BMW brand's "breaking through technology and pursuing Excellence", and at the same time brought rich and colorful cultural life to the community, inherited the dignity of BMW and brought more customers distinguished enjoyment.

Seven. field service

Service 1: Car owners who register in front of the booth on the same day will be rewarded with 500 yuan vouchers, which can be used in cash when buying a car.

Service 2: On that day, the technical experts of the service station provided several free services for the owners of the community, such as free inspection, free tire pressure inspection, free addition of engine oil, free addition of glass water and free addition of antifreeze. And apply for a 60% discount maintenance membership card on the spot.

Eight. Integration of resources

Share customer resources with wedding photo studio, furniture, real estate and other industries, carry out large-scale joint exhibition activities, and make full use of resources from different industries to achieve a win-win situation.

Nine, joint marketing

At the same time, car audio-visual navigation manufacturers, car interior accessories manufacturers, car exterior accessories manufacturers and spare tire manufacturers on the road are invited to use the platform for brand promotion, interaction and sales.

Automobile Sales Plan (2)

order

With the in-depth development of economic globalization, the pattern of the world automobile industry is facing profound changes and adjustments. The global financial crisis, represented by the subprime mortgage crisis in the United States in 2008, has brought the global automobile industry into a cold winter, and the world's major automobile manufacturers, including Toyota Motor Corporation of Japan, are facing a new round of opportunities and challenges in the innovation of automobile production methods and marketing models. The recall of Toyota Motor Corporation in 2008 undoubtedly brought new challenges to the development of Toyota Motor Corporation. However, in 2008, Toyota Motor Corporation once replaced American General Motors Corporation and became the largest automobile production group in the world. Behind this glory, thanks to Toyota's unique lean production management model and perfect marketing management model. In order to fully understand the unique marketing model of Toyota Motor Corporation and its uniqueness in product planning, product pricing planning, product promotion planning and product channel planning. It is of great practical and strategic significance to organize a marketing model planning of Toyota brand cars, learn from the successful experience of Toyota Motor Corporation, explore a new model for the development of China's own brand cars, and realize the rapid development of its own brand cars in China.

First, Toyota brand profile

Toyota Motor Corporation is the largest automobile industry company in the world and the largest automobile company in Japan. Founded in Toyota City, Aichi Prefecture, Japan, 1937. In 2008, Toyota Motor Corporation of Japan once replaced General Motors of the United States as the world's largest automobile manufacturer. Toyota's new occupation is based on the technology and experience accumulated in various stages of automobile development, production, sales and service. Under the guidance of this strong concept, Toyota has put forward the goal of "building an emerging industry after automobiles and facing 2 1 century", and is actively exploring new business fields and system products to create a more colorful future. Toyota's business philosophy is: open and fair, strive to become a car enterprise trusted by the society, provide safe and environmentally friendly products, create a richer society, give full play to individual creativity and strong team spirit, and achieve stable growth and prosperity on the basis of open business relations.

Second, the background of Toyota brand planning

As an internationally renowned automobile brand, Toyota occupies an important market share in the global automobile market. However, due to the "recall door" incident of Toyota Motor Corporation in 2008, the development prospect of Toyota brand automobile market is facing great practical challenges. This Toyota brand car planning scheme will explore and plan the brand marketing model of Toyota Motor Company under the background of the global automobile market and the "recall door" incident of Toyota Motor Company, and re-establish the social influence and image of Toyota brand.

Three, Toyota brand car market prospect survey

(a) Questionnaire survey

In order to fully understand the impact of Toyota's "recall door" incident on the social awareness of Toyota brand and the automobile consumption habits of young automobile consumers, our research group randomly distributed 60 questionnaires to all teachers and students of Luoding Vocational and Technical College, and effectively recovered 60 questionnaires, with a recovery rate of 100%. After analyzing the survey data, we have reached the following important conclusions (1). () (2) The quality level of after-sales service has become a key factor affecting people's car purchase, and establishing a perfect after-sales service system has become a key link for Toyota to enhance its competitiveness. (3) Toyota's "recall door" incident has a huge social impact, and reshaping Toyota's social brand image has become an important means for Toyota to expand its market share.

(B) Toyota marketing environment analysis

2. 1 Macro-environmental analysis

(1)20 12 is a crucial year for China's Twelfth Five-Year Plan, and it is also an opportunity for the world's major automobile manufacturers, including Toyota, to expand their market share in China. While the general tone of the national macroeconomic policy and the policy supporting the development of the automobile industry remain unchanged, the introduction of a series of new automobile policies, such as the Three Guarantees Policy and the New Energy Vehicle Development Policy, will certainly bring new development conditions for the development of China's automobile market.

(2) Market consumption potential: From the perspective of market consumption potential, the basic factors for maintaining the rapid development of China's automobile consumption have not changed. With the improvement of people's living standards, the growth rate of China's automobile consumption market will show that the growth rate of second-and third-tier cities and even fourth-and fifth-tier cities will exceed that of first-tier cities in space, and the automobile consumption market has broad potential.

(3) Population environment: China is a populous country in the world. At the same time, with the continuous improvement of people's living standards in China, there is a huge demand for family cars. In addition, Toyota entered the China automobile market late, so the automobile market has broad prospects.

(4) International environment: In 2008, the international financial crisis caused the global automobile market to shrink, and the major global automobile manufacturers expanded their share in the China automobile market. Toyota Motor Corporation should seize the rare opportunity to accelerate its own development.

Fourth, the SWOT analysis of Toyota brand

Toyota has its own market share in various fields. According to the different consumption power of different people, Toyota can meet the different choices of low, medium and high markets.

4. 1 brand advantage

Toyota has many advantages, because Japanese cars are recognized as humanized. Japanese cars have done a very good job in humanization, comfort and safety, especially the design, which is very in line with the aesthetic concept of Chinese people and has won the recognition of consumers.

4.2 Brand disadvantage

Toyota has always had a good image in the hearts of Chinese people. Since Corolla, Camry and other models entered the China market in the 1990s, they have been loved and praised by consumers. However, in recent years, with the decline in the quality of Japanese cars and the German four musketeers Audi, Volkswagen, Mercedes-Benz and BMW seizing the market share in China, the rise of domestic cars has made the overall market share of Toyota China decline.

4.3 Brand opportunities

Although Toyota is not as good as Mercedes-Benz and BMW, with its excellent performance, humanization and price advantage, it has a place in the highly competitive China automobile market.

4.4 Brand threats

People will associate Toyota, a Japanese car brand, and think that the quality of Japanese cars is not as good as that of German cars, which affects the consumption behavior of car consumers. At the same time, with the increase of German cars' market share in China, Toyota's competitive pressure also increases.

Five, brand technology advantages

5. 1 Dual VVT engines are used.

Using dual VVT-i engines, the fuel injection quantity and timing can be accurately controlled by the computer according to the signals of vehicle driving conditions such as engine speed, so as to achieve high torque output and low fuel emission.

5.2 GOA body is adopted.

The unique GOA car body can effectively absorb the collision energy of the car body when the car collides, effectively disperse the collision energy of the car body, realize the safety protection for the drivers and passengers, and realize the high-level safety performance of the car.

An analysis of the marketing situation of intransitive verbs competitors

Toyota entered the China market relatively late, and its main competitors in the China auto market are Honda and General Motors. Here I will analyze the automobile marketing strategy of Guangzhou Honda.

Guangqi Honda takes "service beyond expected value" as its marketing concept, "4S" as its marketing model and "4P service strategy" as its main content, which is the key to its competitive advantage in mid-to high-end cars. However, with the expansion of Guangzhou Honda's production capacity and the intensification of automobile market competition, Guangzhou Honda Company adjusted its automobile marketing strategy in time, adopted differentiated marketing strategy, strengthened marketing cost control, accelerated marketing innovation, and paid more attention to the development and management of automobile aftermarket.

Guangzhou Honda's marketing model can be summarized by "three elements". Marketing concept: Guangzhou Honda's main marketing concept is to focus on customer satisfaction and achieve customer satisfaction with good products and services; Marketing organization: Guangzhou Honda chooses the franchise mode, with the "four in one" as the core car franchise mode; Marketing strategy: 4P strategy+service strategy.

Seven, Toyota brand car combination marketing strategy analysis

Toyota Motor Corporation's marketing mix strategy is based on the demand of consumers, with improving customer satisfaction as the fundamental foothold and starting point of product marketing strategy selection, keeping in touch with customers at all times and developing products that customers need. Toyota Motor Corporation's marketing mix strategy includes product mix strategy, product pricing strategy, product promotion strategy and product sales channel strategy. After long-term development, Toyota Motor Corporation has formed three sales systems of FAW Toyota, GAC Toyota and Lexus in China. I take Guangzhou Toyota Camry as an example to analyze the combined marketing strategy of Toyota Motor Corporation.

Eight, Toyota Camry brand profile

GAC Toyota Camry is a mid-to-high-end sedan launched by Toyota Motor Corporation to further cope with the strong competition of major global automakers represented by Honda Accord in the mid-to-high-end sedan market and expand its share in the mid-to-high-end sedan market. Since its listing in 2006, Toyota Camry has been a leader in the mid-to high-end car market and a hot-selling model in the global mid-to high-end car market, with broad market prospects.

(A) Toyota Camry market prospect analysis

Economic factors: * * is a crucial year for China's 12th Five-Year Plan and an opportunity for global economic recovery. With the launch of the new automobile policy, it will bring a new round of development opportunities for the middle and high-end automobile market in China. As the leader of the mid-to high-end car market, GAC Toyota Camry should seize the rare market opportunity and strive to realize its own development.

Demographic factors: As a populous country in the world, China has a huge demand potential in the automobile market. At the same time, with the improvement of people's living standards and the change of automobile consumption concept, the main starting point of people buying cars has gradually changed into diversified automobile consumption concepts such as life enjoyment and identity symbol. Toyota Camry, as a representative of the mid-to high-end car market, has huge market consumption potential.

Technical factors: Toyota Camry, as a brand model of Toyota Motor Corporation's mid-to-high-end cars, is the crystallization brand of Toyota's automobile technology. With its unique Toyota brand pedigree and comprehensive leading technical advantages, it will surely become a leader in the mid-to-high-end car market.

(B) SWOT analysis of Camry.

Since its listing in 2006, GAC Toyota Camry has been a hot-selling model in Toyota's mid-to high-end car market. With its stable and atmospheric appearance, spacious interior space, exquisite interior, rich interior configuration and ride comfort, smooth control and many other highlights, it has become a leader in the market competition of the same class.

2. 1. Advantage analysis

2. 1. 1. Technical advantages

Toyota Camry, as a leader in the mid-to high-end car market, seizes the market with its technical advantages. Toyota Camry adopts dual VVT-I engines, which provides strong power while giving consideration to fuel economy, and fully realizes the dual goals of high power output and low fuel emission.

2. 1.2 cost advantage

As a brand of Toyota Motor Corporation, Toyota Camry's production and R&D platform are based on Toyota Motor Corporation's lean production mode, which fully realizes product development cost minimization and product benefit maximization.

2. 1.3 Advantages of service network

Toyota Camry has an independent and perfect product sales and service network, taking the convenience of customers to buy services as the fundamental starting point, forming a unique service network advantage of Camry.

2.2. Analysis of disadvantages

Toyota Camry has multiple competitive advantages such as technology, cost and service, but it definitely needs to be improved in appearance and seating space, which also puts Toyota Camry at a disadvantage in the competition.

2.3. Opportunity analysis

As an outstanding representative of mid-to-high-end cars, Toyota Camry has rare development opportunities and its own advantages in the fierce competition in the mid-to-high-end car market, such as large product growth space, mature automobile energy-saving technology, rich experience in the mid-to-high-end car market and high brand customer loyalty. We should seize the opportunity to promote development.

2.4. Challenge analysis

Toyota Motor Corporation entered the middle and high-end automobile market in China late, and its position in the middle and high-end automobile market was strongly challenged by Dongfeng Nissan Teana and Guangzhou Honda Accord.

(C) FAW Toyota Camry product market positioning

FAW Toyota Camry has been listed in June, and has achieved brilliant results. Now Camry has become a hot-selling model in Toyota China mid-level car market. The success of Camry depends not only on the advantages of products and prices, but also on the overall success of Toyota's China strategy and Camry's accurate product market positioning.

3. 1. Personalized product positioning driven by * * *

Camry, developed with the concept of "building a new standard for mid-to high-end cars", has a noble and elegant and dynamic appearance, comfortable internal space, abundant power, the highest environmental protection and safety standards at the same level, and humanized high-tech configuration. The cab has enough space, and the design should take into account the ride comfort, while the selection and design on the interior materials should be as high-grade as possible; In terms of power, Camry adopts in-line four-cylinder 16-valve VVT-I engine, which can provide sufficient torque at medium and low speed and powerful power at high speed while ensuring fuel economy. In terms of safety, ABS+EBD, as a mid-to high-end car, is the standard configuration of all Camry models, and adopts Toyota collision energy-absorbing GOA body. To sum up, Camry has all the characteristics of mid-to high-end cars. Compared with cars of the same class, Camry's greatest advantage at the product level is the overall balance of product production and design, which not only achieves the stability of quality, performance and silence. Comfortable, low fuel consumption and large space. Camry's positioning is both public and private, with good comprehensive performance, which is suitable for cars in various occasions.

3.2. Camry target consumer group analysis

Toyota Camry is a mid-to high-end car, which is used for both public and private purposes. Its main target consumers are urban white-collar workers and successful business people who have a stable career base and stable income level and have the ability and desire to consume high-end cars.

3.3. Camry's pricing strategy

The pricing of automobile products should mainly consider three factors: first, pricing according to the market positioning of products to ensure the completion of expected sales targets; Second, reasonable pricing under the premise of ensuring the profitability of enterprises; Third, we should fully consider the price expectations of market consumers. Toyota Camry's main competitors are Nissan Teana and Honda Accord. According to relevant data, Nissan Teana and Honda Accord are both more expensive than Toyota Camry in the same class and the same displacement model. After synthesizing various factors, our group decided to adopt mantissa pricing strategy for Toyota Camry, fully considering the psychological endurance of consumers, and ensuring that Camry has a price advantage in the competition of the same level of automobile market.

3.4. Camry brand promotion planning

Planning objective: Through the comprehensive use of various brand promotion means, vigorously promote Toyota Camry's noble and elegant product image, establish brand awareness, enhance market competitiveness, and expand its share in the middle and high-end automobile market.

Promotion planning: Make comprehensive use of TV, radio, newspapers, magazines, outdoor advertisements, professional car websites and other media to regularly publish information about Toyota Camry.

Give full play to the role of the car carnival, an international auto show held regularly in Beijing, Shanghai and Guangzhou, and expand the influence of Toyota Camry.

Regularly carry out various forms of business promotion activities, such as price reduction promotion, car dealer sales incentives, etc. Strive to broaden the sales channels of Camry cars and increase car sales.

3.5. Camry Automobile Sales Channel Planning

Camry implements flat automobile sales channels and realizes the independence of sales channels. Therefore, perfect Toyota Camry sales channels should be established in first-tier cities such as Beijing, Shanghai and Guangzhou, and the automobile sales channel model of automobile franchisees should be implemented.

Integrate automobile sales channels, centralize management and improve the operation speed of sales channels. Set up branches in major cities in China to manage the regional sales channels of Toyota Camry in a unified way, reduce the conflicts of regional sales channels and expand the sales of Camry cars.

Concluding remarks

As an international automobile brand, Toyota occupies an important market position in China automobile market, and the automobile consumption market is broad. Toyota has a certain market share in China's low, medium and high automobile markets. GAC Toyota Camry is a hot-selling model in the mid-to high-end car market. The promotion of its automobile sales benefits from its accurate product market positioning, reasonable product pricing strategy, perfect product promotion strategy and product channel planning. On the basis of Toyota brand survey, our team takes GAC Toyota Camry as the planning object to plan Camry's product market positioning, product pricing, product promotion and product sales channels. In order to maximize Camry's market share.