DMG宝来发展规划0809

***BoraCommunicationPlanProposal2002-08-10***A.BORA20021stHalfYearCommunicationReview1.Brandcommunicationstrategy2.Mediapublicity,PReventsreview***BrandintroductoryperiodOct.2001-Dec.2001ForcefulbrandconceptpopularizingperiodJan.2002-Jun.2002Theme:Controllingpower,enjoyinglifeMeasures:ads,softnews,journalist,dealerevents,expertdrivetestObject:Bringingouttheconceptofthenewproductanditsposition,focusingonitscoreconceptandproductfeatures、Time:Nov.2001toDec,92001Theme:DynamicBora;HappyBoraTimeMeasures:ads,carexhibitionsandtestdriveforconsumers,PRevents,softpbulicityObject:forcefullyspreadandcommunicateoutbrandconceptTime:Dec.92001toJun.2002Theme:Driver’scarMeasures:Ads,promotions,PRevents,softpublicityObject:Penetrateintothelifeoftargetconsumers,reflectthefunofdrivingBoraandthelifestyleandmentalstateoftargetBora