gwm overseas new product launching event guideline great ... · dear gwm distributor friends to...

GWM Overseas

New Product Launching Event Guideline

11 CRM Management

12 Public Relations

Dear GWM distributor friends，

Since its domestic launching in 2012, thanks to its

accurate product positioning and hale product image,

Great Wall M4 has achieved excellent market

performance.

Great Wall M4 is one of the most important new

vehicle models launched in 2013. Meanwhile, it will be a

hit product for GWM to expand overseas markets. Given

that the new vehicle launching event is the best way to

transmit new vehicle information to the general public

through press media, we advise all overseas distributors

to carry out the launching event.

Aiming to help distributors better understand the

product positioning and features of Great Wall M4,

launch the new product with the support of local media

resources and achieve better sales performance, we

hereby compiled the Launching Event Guideline for

Great Wall M4. We hope you can make a good study on

this guideline. Your cooperation on this regard will be

highly appreciated!

Wish you a successful new car launching event!

Xing Wenlin

General Manager of International Trade Division

Vice President of Great Wall Motors

Great Wall m4

Launching Event Guideline

1-5 Product Highlights

13-14 Distributor Releases

6-10 Advertisement

1

Great Wall M4 Launching Event Guideline

Product Highlights

1、Main Parameter

Dimensions (mm)

2


Product Highlights

2、Appearance bright spot

3、Humanized interior

3


Product Highlights

4、Configuration bright spot

3. Engine

4


Product Highlights

6、Competitiveness Analysis

●Product Sales

Remarks: the above analysis is based on sales data in China only.

5


Product Highlights

●Minimum Ground Clearance

●Wheel hub

6


Advertisement

1、 Overall Positioning & Direction

Brand Positioning

Enterprise Positioning China’s Largest SUV and Pickup

Manufacturer

Great Wall Brand Positioning A Chinese brand that leads with

quality

Brand Core Value

Enterprise Positioning Focus Dedication Specialization

Great Wall Brand Positioning Quality wins trust

2、Key Points on Advertisement Space Standard

Essential Elements (globally unified)

Enterprise LOGO and standard combination + Great Wall Brand

Positioning + Great Wall Brand Core Value;

Changeable Elements (can be changed for different countries but

must follow the essential elements)

Advertisement and innovative activities suitable for the local market

+ media mix strategy suitable for the local market ;

Forbidden Elements (forbidden to appear)

Advertisement highlighting “cheap product” (such as white

background ads) + misuse of enterprise and category VI + break the

brand communication bottom line (cheap product) + break the

national law and regulation and national belief or vulgarity.

7


Advertisement

3、Media communication strategy

Make selective media launch strategy based on production

positioning ad target customer, to support terminal launch activity

and sales; the following points are suggestions to the distributor for

new product launch:

Warm-up advertisement shall be made at least 1 month in advance;

Warm up by new product launch, customer participation, new model

test drive etc, to draw the attention of the customer and create

suspense and finally realize the advertisement effect;

The warm-up advertising shall firstly select popular media, such as TV,

outdoor, internet media etc; newspaper, magazine, radio etc can also

be selected according to the local actual situation. At least two

different media shall be used;

The media shall firstly select automotive media and comprehensive

media;

The launch activity shall invite mainstream automotive media and try

to provide test drive ground for the journalists;

上 After launching, PR communication shall be made with the media

and press release shall be continued.

Appendix I: Great Wall M4 Primary Vision

8


Advertisement

4、Communication Execution Specific Analysis

Stage Item Description

Warm-up

Stage

Official

Website of the

Distributor

New product pictures shall be launched on

the official website homepage of the

distributor as banner 1 month prior.

Information as “New product launch, please

pay attention” etc shall be made at the

apparent position of the homepage.

Warm-up

advertising

Select at least two types of media

The media shall be popular with extensive

spread.

Create suspense to draw attention.

The launch activity shall plan for customer

participation and use advertising to draw the

attention of the customer; the advertising

shall select popular media with better

customer involvement, such as internet,

newspaper, social media etc.

For the activity for customer participation, a

special website shall be constructed if

necessary.

9

Press release

for warm-up

Prepare launch warm-up releases one month

in advance and send to the media with good

daily PR communication.

The releases shall avoid large range or

extensive information spread, which could

cause media information fatigue and lower

the interest and attention.

Launching

Stage

Advertisement

on the Official

website of the

Distributor

Finish the advertising for new products

upload and update, the new products shall

be emphasized on the homepage.

Launch

advertisement

Launch advertisement shall select at least 4

types of medias.

The basic spread information such as

product buying point, prices, distributor

information etc. shall be conveyed in the

advertisement.

In accordance with different advertisement

characteristics, the advertisement shall be

linked to the distributor official network if

necessary.

Launch Media

For markets with social media transmission,

the product launch activities shall be spread

by media in the first time.

Media spread for activities shall invite mainly

automotive type and comprehensive type.

10

Media invitation shall firstly be the national

famous media and consider the local media

in key sales regions.

Prepare the digital version or paper news

release, pictures, video, product brochure etc

in advance and give to the media at the spot.

In launch campaign, media test drive and

interview make media to get the information

with strong scene feeling, interactivity and

more contents.

After

launching

Continuous

advertising

Advertising shall continue for at least 2-3

months after launching, to ensure the

consistence. Four different type of media

shall be used.

Continuous

media

communication

According to market performance, Product

Highlights etc, deliver press releases

irregularly to ensure continuous attention.

Keep active in the inter-action on the social

media for continuous advertising

11


Customer Relationship Management

Target groups: M4 Target consumers are concentrated in 28-35 years

old.They are young groups pursuit life quality, pay close attention to

fashion and enjoy the leisure.

◆They have SUV complex，Pursuing the individuality and the feeling of

free and easiness in driving.

◆They have passionate in SUV culture，expecting to leave the urban din，

rush out of restraint and enjoy the suburb view in weekend.

◆They love outdoor sports，emphasis on work/life balance ，and enjoy

the life.

Appendix II: Great Wall M4 Introduction Brochure

（3 months before the launching ceremony, deliver Great Wall M4 introduction

brochure to current vehicle owners.）

12


Public Relation

1、Media activity

Year of 2013 Great Wall M4 Debut (may by Motor Show), key cities

( specific date to be determined);

Year of 2013 Great Wall M4 Launch conference, key cities (specific date to

be determined);

Year of 2013 Great Wall M4 testing drive, key cities (specific date to be

determined).

2、News Releases

Appendix Ⅲ:《Dynamic M4 to be launched abroad 》

《Great Wall M4's Private Diary》

3、Media Invitation

The Invited media to the conference site requires no less than 20, which

should cover domestic mainstream automotive professional media,

followed by lifestyle and information categories etc.

4、Media Interview

The interview of Product experts (such as internal trainers) should

delivery clear and complete products characteristics to customers;

The interview of car owners in accordance with the product’s

positioning;

The interview of car owners who always participate in love project.

13


Distributor Releases

1、 Activity Date

The specific date will be determined according to product schedule and

market situation.

2、Customer Invitation

Based on Great Wall M4 "Target Customer Group" and combine with the

local market characteristics, the distributors shall pick out suitable sales

leads and seek opportunities to cooperate with other brands to develop

more potential customers. Quantity is the secondary to the invited

customers’ quality and it is recommended to invite 60-80 people. The

key point is to make every customer to be cared in a very relaxed

atmosphere and fully aware of the Great Wall M4 glamour.

3、Activity Process

18:00-18:30 Customers sign in and watch the enterprise introduction

video/enterprise introduction items;

18:30-18:35 General Manager/Sales Manager gives welcome address;

18:35-18:40 The host announces the opening;

18:40-18:45 Play product introduction video--Great Wall M4;

18:45-18:48 Unveil the new car--Great Wall M4;

18:48-18:58 Product Introduction—Great Wall M4;

18:58-19:30 Buffet dinner;

18:58-19:30 Entertaining performance for the dinner.

14


Distributors Releases

4、Activity Innovation

Great Wall M4 came to market by a bungee jumping marketing event,

which is unprecedented in China.

—— The end ——

gwm overseas new product launching event guideline great ... · dear gwm distributor friends to...

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