DS B81 W2整合营销计划 B81 W2 Integrated MKT&PR&Sales Plan

B81<br />W2<br />Launch Integrated Plan<br />B81<br />W2<br />上市整合营销计划<br />28 Apr 2013<br />B81 W2 Main Communication Point<br />B81 W2<br />主要沟通点<br />Level 2+<br />及<br />Level 3<br />车型增加<br />Telematics<br />。<br />Launch telematics on Level 2+ and Level 3<br />.<br />增加<br />CDTMLevel 2+<br />车型，<br />B81<br />装备线级<br />差如下<br />:<br />New model CDTM Level 2+ ,<br />B81 W2<br />Equipment Gap<br />as below:<br />Level<br />3<br />Level<br />2+<br />Lane Departure Warning<br />道路偏离预警<br />Alloy wheel CARNAVERAL 18&quot; 235/45<br />18<br />英寸轮辋<br />Xenon lights with &quot;full AFS&quot;+washers<br />大灯自适应随动转向<br />+<br />大灯清洗器<br />Automatic switching between main and bip beams<br />远近光灯智能切换<br />　<br />Driver seat position memory<br />驾驶员座椅记忆功能<br />Electric lumbar adjustable AND massage<br />电动腰靠调节和按摩功能<br />Ionizer<br />离子<br />发生器<br />10 Speakers<br />10<br />喇叭<br />HIFI DENON package<br />Denon<br />高保真<br />音响<br />Front<br />Parking sensor (with visual and sound alert), sensor body color, with sound inhibition push<br />前排雷达<br />BOSS<br />Botton<br />老板键<br />Full Leather<br />dashboard<br />仪表板真皮包覆<br />NAPPA + SEMI ANILINE LEATHER SEATS<br />NAPPA + SEMI ANILINE<br />奢华真皮座椅<br />PPA<br />真皮座椅<br />　<br />Level 2<br />Bluetooth<br />蓝牙免提<br />Rear camera<br />倒车影像<br />Tire pressure detection<br />胎压检测<br />Keyless entry and start system (ADML): 4 doors , no trunk<br />一键开门和一键启动<br />:4<br />个车门都有<br />,<br />行李箱不带该功能<br />Color touch screen 7&quot;(with DVD)<br />7&quot;<br />彩色触摸屏<br />(<br />带<br />DVD)<br />color headup display<br />彩色抬头显示<br />heater driver seat with 3 positions control<br />3<br />档调节加热座椅<br />Relax&#039; headrests rear, lateral places only<br />舒适型头枕<br />Ambient red<br />lighting<br />车内氛围灯光<br />CONTI touch navigation<br />CONTI<br />触屏式导航<br />　<br />Level 1<br />Panoramic roof<br />飞航式车顶全景天窗<br />ESP/HAS<br />ESP<br />带坡道起步功能<br />Power/heating/elec<br />. Foldable ext. mirrors<br />电动折叠加热后视镜<br />Leather Claudia seats 8<br />+4<br />真皮座椅<br />8+4<br />调节<br />Rear<br />LED lamp<br />LED<br />尾灯<br />Eco<br />Xenon headlamp<br />经济氙气大灯<br />Bi-zone<br />A/C w/AQS<br />双曲自动空调带空气循环<br />　<br />B81 W2 Visible Change<br />B81 W2<br />可见变化<br />报警系统更改，取消<br />A<br />柱上的感应器（所有车型）<br />Change the alarm system, cancel the sensor on<br />A<br />column<br />（<br />all model<br />）<br />顶部控制区增加<br />DS CONNECT<br />和<br />SOS<br />按钮<br />Add DS CONNECT and SOS buttons on the roof control.<br />W2<br />现有车型<br />Main Launch<br />W2<br />现有车型<br />Main Launch<br />用<br />途<br />Usage:<br />平面<br />/<br />配置表<br />/<br />参数牌<br />/<br />车贴<br />: 2014<br />款<br />DS5<br />Print/ Equipment list / Technical information/ Car<br />sticker: &ldquo;2014<br />Year DS5<br />&rdquo;<br />车书封面：<br />2014<br />款<br />DS5 <br />，车牌变成<br />DS<br />5<br />Brochure<br />cover<br />：<br />2014<br />Year<br />DS5. But for car plate, will be &ldquo;DS 5&rdquo;.<br />电视广告：已经拍摄了<br />B81<br />W2<br />的画面。但是制作成本大于<br />12<br />万。现在媒体计划没有电视广告，所以此项目先暂停<br />TVC-<br /> <br />Have shot B81 W2 car and keep footage. The production/retouching fe<br />e is above 120K RMB. No TVC in current<br />B81 W2<br />media plan. So TVC production is pending<br />B81 W2 and Level 2+ Naming<br />B81 W2<br />和<br />Level<br />2+<br />命名<br />经过和各个部门讨论<br />,<br />并对标竞争品牌<br />,<br />建议<br />B81<br />W2<br />的名字<br />&ldquo;<br />2014<br />款<br />DS5<br />&rdquo;<br />After discussion with related departments and take reference of competitors, recommend name of B81 W2 to be &ldquo;<br />2014 Year DS5<br />&rdquo;<br />Level 1<br />Level<br />2<br />Level<br />2+<br />Level<br />3<br />Name<br />雅致版<br />Elegant<br />豪华版<br />Luxury<br />卓越版<br />Superior<br />尊享版<br />Prestige<br />C/D/E/F<br />车展<br />Auto show<br />2014<br />款<br />DS5<br />上市<br />行动计划<br />2014<br />DS5 Launch Action Plan<br />5<br />创意<br />ATL<br />媒体<br />Media<br />销售<br />部<br />Sales<br />培训部<br />Training<br />公关<br />PR<br />网络<br />Digital<br />促销<br />Promo<br />经销商支持<br />(<br />窗贴、背板、画架、台...