大手笔广告-IntegratedMarketingPanofHANKOOKTires

DSBIntegratedMarketingPlanofHANKOOKTiresDSBAdvertisingMar2002DSBContents9.Suggestions1.Marketanalysis2.Targetconsumers3.Productpositioning4.Brandpositioning5.Keypointsintheprocessofmarketing6.Integratedmarketingstrategy7.Mediaplan8.PromotionplansDSB1.MarketanalysisOveralltrend：Thenationalsalesin1998totals1.6milpieces,with2.4%growthcomparedtoyearof1997.Themarketpotentialalsoincreasesslightly.Thedemandstructurecontinueschangingandthecompetitionisbeingmoreintense.Privateautosplaysamoreimportantrole.In1998,thetotalamountofprivatecarswas0.71milwhichtookup45.51%amongthetotalautosales.Personalconsumptionincreaseoftiresisobvious.InBeijing,thenumberofprivatecarsgrew8timesbetween1992and1995.DSB1.MarketanalysisCompetitiveoverviewSomeforeignandJVbrandsarestillintheirearlystage:focusonthedesignofPOPandoutdo