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1、BoraCommunicationPlanProposal2002-08-10A.BORA20021stHalfYearCommunicationReview1.Brandcommunicationstrategy2.Mediapublicity,PReventsreviewBrandintroductoryperiodOct.2001-Dec.2001ForcefulbrandconceptpopularizingperiodJan.2002-Jun.2002Theme:Controllingpower,enjoyinglifeMeasures:ads,s
2、oftnews,journalist,dealerevents,expertdrivetestObject:Bringingouttheconceptofthenewproductanditsposition,focusingonitscoreconceptandproductfeatures、Time:Nov.2001toDec,92001Theme:DynamicBora;HappyBoraTimeMeasures:ads,carexhibitionsandtestdriveforconsumers,PRevents,softpbulicityObjec
3、t:forcefullyspreadandcommunicateoutbrandconceptTime:Dec.92001toJun.2002Theme:Driver’scarMeasures:Ads,promotions,PRevents,softpublicityObject:Penetrateintothelifeoftargetconsumers,reflectthefunofdrivingBoraandthelifestyleandmentalstateoftargetBoraconsumersTime:July2002toDec.2002Comm
4、unicationexecutionatdifferentstages1、BrandCommunicationStrategyLongtermevents:carexhibition&testdriveBrandconceptconsolidationPeriodJuly2002toDec.312002Boracarsalesvolumetrend（2002.1-7）010002000300040005000600070001234567Jan.Feb.Mar.Apr.MayJun.Borabrandimage,productconfiguration、fu
5、nctionsoftpublicityBorafourcityexhibitionandtestdrive7500km1stmaintenanceadsBoraWorldCupadsBoraWorldCupeventPowerseriesprintadsforecastTVCTeaserPowerBORAseriesinternetadsBORAHappyTimeSeriesPrintadsBoraExhibitionandTestDriveadsBora1.6LLaunchinformingadsChallengerCantoTVCDriver’sinte
6、rnetadsPraisecantoBoraCoordinationSeriesInternetadsBora1.6LLaunchThe500,00thcar(BORA)off-linecelebrationJuly2.BranddirectionAccordingtothebranddirectionandthefeedbackfromthepublic,customersanddealers,starttorichthebrandimageofBoraandprepareforcommunicationconceptadjustment,andvia“B
7、oraHappyTime”seriesprintadsofthenextstagetomakeapreparationPraisecantoCountrysidetimecantoCoffeeTimecantoDatetimecantoTEASERforecastChallenge“PowerBroa”imageads“BoraDriber’scar”imageadsPrintadsTVCInternetadsOutdoorsads“PowerBora”Seriesoutdoorsboard3PReventsEversincethelatterhalfof2
8、001tothefirsthalfof2002,in
