In order to achieve higher terminal sales, a car sales company hired a consulting planning company to carry out packaging planning. Next, I will introduce to you 4 sample essays on planning plans for automobile marketing. You are welcome to read them.
Automobile marketing plan 1
1. Overview of the auto repair shop
1
Geographical location
2
Site area
3
Service business
4
Number of employees and types of work
5
Monthly profit amount
2. Target customer group
3. Cooperation fish pond
1
Insurance company 2
Restaurant or hotel 3
Car service-related apps 4
Car decoration company 5
4. Marketing strategy
1
Free car wash? Possibly permanent
2
Alliance merchants: hotels, apps, radio stations,
3
Free maintenance? New and old customers
4
Lucky draw? Pull up a banner and find a reason
Five. Specific marketing plan
6. Back-end value creation
When there is more customer traffic, there is no need to worry about no consumption. The next step is back-end sales.
Establish an auto product store in the factory
Advertising
The promotion methods are as follows:
1. Whenever the maintenance cost reaches RMB, that is, You can get gifts
2. Anyone who has spent money in our factory can get preferential prices for high-priced products
Establish a reception center in the factory
Function As follows:
1. Let customers have a place to rest
2. Let customers know more about the company’s cars
3. Serve customers carefully and let customers Feel satisfied
4. Let customers make suggestions in a timely manner
5. Promote products to customers and give gifts in a timely manner
Establish a membership system
The functions are as follows:
1. Stabilize customers and promote continued consumption
2. Provide customers with better services
3. Provide customers with higher value
p>
4. You can enjoy preferential prices for car repairs and car decorations from our factory
Finally, building your own brand? The most important thing
Promotion
Car Marketing Plan 2
The first selling method
If you sell the use value of the product itself, you can only sell it at the guide price/car
If you sell it Just treat it as an ordinary commercial vehicle, put it in an ordinary 4S store, and use ordinary sales methods. Maybe it can only sell for the market guide price at most, and it may also encounter hidden price reductions from the bosses of the same brand in the same city. This is the tragic outcome of innovation without value.
The second selling method
If you sell the cultural value of the product, you can increase the price by 1,000 yuan/car
If you design it to be the most popular trend of the season and install it on the car , each unit can cost at least 1,000 yuan more.
The secret trick of the owner of the same brand in the same city to lower the price to attract customers will probably not work, because your car has culture, and consumers are willing to pay more for this culture. This is the cultural value innovation of the product.
The third selling method
To sell the brand value of the product, you can add 3,000 yuan/unit
If you label it as a famous brand, it will You can sell it at a high price of 2,000 yuan to 3,000 yuan. There is no point in shouting about a car in the same city that is 2,000 yuan cheaper, because your car is branded and almost everyone is willing to pay for the brand. This is the brand value innovation of the product.
The fourth selling method
Sell the combined value of the product, no problem if you sell more than 4,000 yuan/unit
If you combine your car with insurance, second-hand Car replacement and high-quality products are packaged and combined into a safe car-purchasing chain business, named "I am a car maniac". It is recommended to listen to the WeChat account qicheweishenghuo. The combination with insurance is called Baobei Plan, the combination with second-hand cars is called Replacement, and the combination with high-quality products The combination is called Jing Yi Qi Qi, and there is no problem in selling one unit for more than 4,000 yuan. Even if the owner of a store in the same city lowers the price by 3,000 yuan and screams at the top of his lungs, it will be useless. Customers will come here to choose. This is the value innovation of the product portfolio.
The fifth selling method
Selling the extended functional value of the product, you can definitely sell it for an extra 5,000 yuan/unit
If you find that you have equipped your car with The add-on material is actually made of nano-environmentally friendly materials. Let me help you discover its technological content, green and pollution-free functions, and you can definitely sell it for an extra 5,000 yuan per unit. At this time, the bosses in the same city are probably embarrassed to ask for a car that is 3,000 yuan cheaper, because no one believes that a car that is 3,000 yuan cheaper will have any technological content and green environmental protection functions. This is the extended value innovation of the product.
The 6th selling method
Based on the market segment value of the product, it is not impossible to sell it for an additional 6,000 yuan/unit
If you sell your product The high-tech, green and environmentally friendly cars are combined for different holidays. For Valentine's Day, fashionable couple gift sets are prepared, named "In Pairs" or "Eternal Life". For newlyweds and car buyers who are preparing to get married, they will definitely Let young people not forget to look back and say "thank you" after paying. This is the market segment value innovation of the product.
The 7th selling method
Sell the packaging value of the product. If you sell it for an extra 7,000 yuan/unit, it will definitely sell more popular
If you sell it with high-tech content, The green and environmentally friendly car Valentine's Day set is available in three packages: one is an affordable package, selling for an extra 6,000 yuan/unit; the second is a fancy package, selling for an extra 6,500 yuan/unit; the third is a luxury package, selling for an extra 7,000 yuan/unit. Yuan/Taiwan. What is certain is that the most popular product in the end is definitely not the affordable package priced at 6,000 yuan/unit, but the exquisite package priced at 7,000 yuan/unit. This is the packaging value innovation of the product.
The 8th selling method
Sell the commemorative value of the product, do not sell it for more than 10,000 yuan/unit unless you are crazy
If this car is sold by Hu Jintao or Obama Celebrities visited and rode in it, and later Wang Sicong accidentally complained that such a car would not be sold for more than 10,000 yuan per car unless it was crazy. This is the commemorative value innovation of the product.
Marketing decoding: 1
When consumers often buy products, in addition to the use value of the product itself, they buy more of a feeling, culture, expectations, face, circle, Dignity, respect, understanding, status and other symbolic meanings.
2
The same car, the world inside the car? Its cost performance, quality, feel, etc. remain the same, but as the world outside the car changes, its value has changed. Constantly changing.
3
The same car, using different value innovation strategies, will produce different marketing results. If you can deeply understand the meaning of planning, you will also plunge into "car marketing" "The world inside" and can't get out?
Automobile Marketing Plan 3
Part One: Market Situation Analysis
1.1 Our City's Automobile Market Situation
With the rapid development of the economy, the number of automobiles in our city has also shown a trend of rapid growth, which has provided a strong impetus for the development of my country's automobile service industry. my country's entire automobile service industry may be a large market worth several trillion, and the industry The development potential is huge. The huge development potential of my country's automobile service industry is reflected in two aspects: 1. With the vigorous promotion of policies, the number of automobiles maintained in my country's automobile market has been growing rapidly and steadily. With the continuous economic development of third- and fourth-tier cities, the automobile market is moving towards the third- and fourth-tier cities. The transformation of the first-class market has created a good environment for the development of my country's automobile service industry; 2. In a mature automobile market, automobile sales profits account for approximately 20% of the entire automobile industry, and automobile after-sales service industry profits account for approximately 55% of the total automobile industry profits.
1.2 Chrysler 300c product background
Chrysler 300C is the most luxurious product in the history of the brand that Chrysler invested 1 billion US dollars to build. It has so far won 56 awards from overseas authoritative organizations. : Not only was it named the "Most Worth Buying Car of 2012" in North America, it was also named "The Best Chrysler Sedan in the Past Twenty Years" by Consumer Reports, the most authoritative consumer shopping guide publication in North America. It is worth mentioning that the Chrysler 300C won the "Double Top Ten" honors of "Top Ten Interiors in the World" and "Top Ten Engines in the World".
1.3 Core Competencies of Chrysler 300c
It is the longest, widest and longest wheelbase in its class. 50151880 body size of 1475mm and wheelbase of 3050mm.
The 5-link rear suspension system originated from Daimler is far superior to its competitors.
Engine technology. 5.7LHEMI V8 engine with MDS variable displacement technology, as well as 3.5L and 2.7L engines with active intake boosting function.
Steering controllability is strong. The steering system is derived from Daimler technology.
The unique collapsible drive shaft is perfectly combined with Daimler rear drive. 6. Safety. Safety body frame derived from Daimler technology and high waistline design. Five-star anti-collision body structure and 6 airbags.
Load-sensing variable damping system. Function: Automatically adjust the load level and height of the vehicle. When the vehicle rolls or the cargo loaded in the rear of the vehicle is heavier than the front row, it can automatically adjust the vehicle to restore balance.
Boston audio. Professional-grade sound system designated by the White House.
Part 2 S.W.O.T Analysis
2.1 S. Advantages
Deep brand heritage and outstanding character
German technology is deeply rooted in the Chinese market
The inherent brand influence of the American spirit
Known for safety, appearance, and power
Disadvantages
The target audience is too narrowly defined
Users do not understand the brand
Currently the product series is not rich enough
Insufficient communication in the past
Opportunities
The theme of a harmonious society
The high-end car market is booming
Consumers’ brand awareness is getting stronger
Threats
Competitors’ Strong brand offensive, with many years of brand accumulation and brand emotion
The conflict between American appearance and Chinese aesthetics
Policy control of large-displacement cars
Third Comparison of some vehicles
Since we have determined the budget direction of 400,000 yuan, we chose the Chrysler 300C 3.0L Excellence Edition with 399,900 yuan and the BMW 5 Series 525Li Leading Model with 466,600 yuan for comparison.
3.1 Model background: The BMW 5 Series has been domestically produced for a long time, and the 300C was once produced in China
The Chrysler 300C has a long history, but the tenth generation is the one we are most familiar with, because Beijing Daimler -Chrysler Corporation once domestically produced it, which also caused a sensation in the field of mid-to-large luxury sedans. As Chrysler re-adjusts its product structure and reorganizes its assets, the 300C is no longer made in China and has bid farewell to the Chinese people for a while. The current Chrysler 300C is equipped with a 3.6-liter engine, and the price range is 446,900-491,900 yuan. At this Beijing Auto Show, Chrysler 300C launched a 3.0L model. As an entry-level option for the car, there is currently only one 3.0L model priced at 30,000 yuan.
The BMW 5 Series has long been a familiar face in China. The BMW 5 Series Li*** has launched 11 models with a price range of 435,600 yuan to 797,600 yuan. Obviously, the BMW 5 Series Li has close intersection with the Chrysler 300C, especially in the entry and mid-range versions.
3.2 Appearance Comparison: American Grand Luxury VS German Smooth Sport
Many details of the appearance of Chrysler 300C have been optimized and redesigned, making it look more carefree than the previous American car style. Much more detailed. Chrysler 300C's majestic straight lines not only highlight its tough style, but also convey the temperament of a large and luxurious American car. The BMW 5 Series Li adheres to the temperament of a German luxury sports car.
Chart 3 Chrysler 300C vs. BMW 5 Series Li
In terms of the front of the car, the front grille and headlights of the Chrysler 300C have been redesigned, making them younger and more detailed than before. The front face of the BMW 5 Series Li has been redesigned for the front bumper, and chrome lines have been added near the fog lights, exuding a simple and elegant luxury sports car temperament.
The BMW 5 Series Li uses 2.0T and 3.0T turbocharged inline 4-cylinder engines. The 525Li model is powered by 2.0T. With the support of in-cylinder direct injection and Double VANOS and Valvetronic technologies, the maximum The power is 160kW/5000-6000rpm, and the peak torque is 310N.m/1350-4800rpm. It has more advantages in acceleration, but it must use No. 97 (Beijing No. 95) gasoline, so the advantage of smaller displacement compared to the Chrysler 300C is not Reflected in the cost of the vehicle.
3.7 Comparison Summary
Year-on-year, the BMW 5 Series Li lags far behind the Chrysler 300C in terms of configuration, and its safety and comfort features are also better than the BMW 5 Series Li. As for how to choose between the two cars? The key is to make a reasonable choice based on your own preferences and actual use of the car.
Part 4 Analysis of Consumer Groups
The proportion of people aged 30-39 who have purchased a car has reached 55.5, which is the highest proportion among age groups and is the main group of people who have purchased a car; People aged 20-29 account for 44.1% of the following people, but only 25.9% of the people who buy cars, making them the largest potential consumer group for first-time car buyers. It can be found that the demand for first-time car purchases among people over 40 years old has basically reached saturation, and there is still some room for growth among people aged 30-39. It is speculated that the first-time car buyers are in the late 20-29 years and early 30-39 years old.
Part 5 Activity Promotion
5.1 Activity Purpose:
Promotion and feedback to old users
5.2 Sales Channels
1. Store marketing directly targets the broad consumer groups by establishing 4S stores, sales online stores, etc.
2. Online marketing: Disclose Chrysler 300c’s configuration, price, and comparison models on the Internet.
5.3 Promotion methods
1. Media advertising: Conduct detailed product introductions, preferential policies, company activities, etc. on Chrysler 300c on TV, newspapers and magazines.
2. Internet promotion The development of the Internet allows our information to be free from geographical restrictions, which is conducive to the dissemination of information and has the characteristics of low cost, rapid dissemination, and wide area.
3. Car enthusiasts will use the car owner information of the 4S store to invite customers to the store for communication
4. Test drive: Invite some loyal customers for a test drive experience so that customers can experience it personally The Chrysler 300c's performance trims and more fully tap potential customers.
5. For public relations activities, a press conference can be held for new cars and an auto show can be held so that customers can feel the image of Chrysler 300c more intuitively.
6. Increase promotion efforts, or conduct new-type promotions and factory promotion activities. The most direct activities of this kind are price reductions, discounts, free insurance, etc. There are also discounts such as zero-interest car purchases and free gift packages. ;
7. Promotional activities to thank consumers. In order to celebrate reaching a certain number of sales, to express gratitude to consumers, you can enjoy a great value gift package when purchasing a car, purchase a car at zero interest rate, and what is the minimum down payment, etc. In addition, some businesses will launch some warranty and car gift activities.
8. Promotional activities on holidays and special days
Part 6 Action Plan
6.1 Preliminary arrangements Preparatory preparations are divided into three parts, personnel arrangement, material preparation, and testing plan.
6.2 Activity process and personnel arrangement
Activity process:
The night before the launch: the ceremony stage is arranged, and the ceremony stage and audio equipment are installed in place;
6:00 Cleaning;
6:20 Comprehensive security work;
6:30 Exhibitor cars and other equipment arrive at the site and start placing work;
7:20 Exhibition equipment is placed;
7:30 (music playing) The hostess invites guests and reporters to the main venue; 7:50 Participates in the opening ceremony All personnel are in place;
8:00 The host announces the opening ceremony and begins to introduce the guests, as well as the organizer, co-organizers and sponsors
8:10 (Music stops) Please supply
8:20 Ask the person in charge of Oriental Information to speak
8:30 The opening ceremony ends and the auto show officially begins;
8:35 Start Stage performance;
Car models appear, T-stage catwalk
Purpose: to attract the attention of the crowd and gather popularity
Performance ends at 9:00;
9:05 On-site interaction, Q&A with prizes
10:00 Car driving and maintenance knowledge promotion, invite professionals to publicize and answer questions about car driving and maintenance to the public, and distribute some car driving and maintenance tips Knowledge leaflets, automobile knowledge Q&A
Purpose: to activate the atmosphere of the exhibition venue, increase the interaction between exhibitors and the public, increase the enthusiasm of the visitors, and gather the popularity of the exhibition.
10:30 The car test drive activity begins;
18:30 The auto show ends on the day, and the site is inspected and cleaned up;
Activity division of labor arrangements:
1. Secretarial Department: Responsible for the overall progress of the event and determining the guest list
Staffing: 2 people
2. Planning Department: Coordinating the work between various processes on site.
Staffing: 2 people
3. Organization Department: Responsible for purchasing materials and supplies required for the event, and cleaning up the venue after the event
Staffing: 2
4. Propaganda Department: Responsible for publicity, contacting emcees, news media, etc.
Staffing: 2 people
5. Public Relations Department: Responsible for guest sign-in, handing out information, wearing VIP flowers for guests, guiding vehicles to park, and seeing off guests after the event.
Staffing: 2 people
6. Security Department: Provide security at the venue and assist in planning the layout of the venue.
Staffing: 2 people
6.3 Test Plan
1. Publicity and banners
Attract sponsors and prepare posters (by Provided by sponsor).
Distribution in areas and residential areas
2. Consultation counter
Set up a consultation counter to register the list and contact information of interested parties
3. Stage performance
1. Car model performance
2. The performers can be performance groups invited from outside
3. Car test drive activities We have professional car enthusiasts on site to perform driving performances, and we can also invite the audience to test drive the car.
3. The host must have some understanding of car culture and be able to promote the atmosphere of the entire exhibition.
Part 7 After-sales Service
7.1 Follow-up Investigation
Appointment, preparation, car receipt and order making, repair work, quality inspection, internal delivery, There are seven important steps in car delivery, checkout, and phone tracking. Call the customer on time to ask about the use of his car. If there is any dissatisfaction during use, deal with it in a timely manner. If a fault occurs, promptly ask the customer about the car model and a convenient time for repair. Make appointments for customers, ensure customer satisfaction, strengthen reputation building, and then contact various relevant departments to receive orders and carry out related work. Repairs must be done to the extreme to prevent the same problem from recurring.
Car Marketing Plan 4
1. Membership Marketing
The membership model is a commonly used and must-use marketing model for car beauty shops, which is to strive for "advance collection" business”. With the membership card, you can wash your car, do car beautification, care, decoration, purchase car boutiques, etc. in the store, and enjoy preferential treatment such as shopping discounts and points rebates, and enjoy fast and complete value-added service support such as car express warranty, repair, and rescue. And unique services such as agency payment for various car service procedures.
2. Cultural Marketing
Integrate corporate culture and store image into every daily business activity. You can highlight the company by organizing car evaluations, competitions, car enthusiast gatherings and other activities. The cultural charm of the enterprise. On this basis, we can set up a car club with our store as the service base, taking business beyond business, and market development and marketing become an unexpected behavior.
3. Service marketing
As part of the business content of an enterprise, service must not only be done well, but also be innovative. For large and medium-sized car beauty shops, they can provide a full range of high-quality services from ownership to scrapping, personal and considerate personalized services. This kind of nanny-level service operation for car owners also introduces endless competition. The realm of struggle. This is not a requirement, but you can at least try to do it.
4. Internet Marketing
As the number of people surfing the Internet increases year by year, the Internet has become a media, and it is a new communication model that is different from other traditional media. Usually, those who can afford a car can certainly afford the Internet, because the penetration rate of computers and the Internet is a higher proportion among car owners. As an operator of a car beauty shop, you must learn to make reasonable use of the Internet to serve your own marketing. To the best of your ability, establish a website for your company or car beauty shop to provide services such as online shopping, product inquiries, forums for car enthusiasts, and supply and demand entrustment. Make full use of the convenient advantages of the Internet to achieve full interactive support and strengthen your relationship with others. Contact and emotional communication with old customers.
5. Other marketing
In addition to the four points introduced above, market development and marketing can also use price discounts, coupons, accompanying gifts, free shipping, and point promotions etc. Of course, these strategies may be too costly to implement for a newly opened small car beauty shop, or they may be too complex to operate. Therefore, in actual daily marketing work, you need to take effective measures based on your own strength to spend less and do more.