In order to ensure the smooth development of activities, it is often necessary to make an activity plan in advance. The activity plan is a written activity plan with clear content and clear steps. So how should we make an activity plan? The following is my car marketing plan for you. Welcome to reading. I hope you will like it.
Automobile marketing planning project 1 activity
Activity time: August 22-23, 20__
Location: _ Automobile Sales Company (TBD)
Theme: Chinese Valentine's Day in China.
Activity Name: City of Love, Hold on to Love.
Promotional models: Jetta, New Sagitar and Magotan.
Suitable for people: single men and women, couples, couples.
Activity introduction
Nowadays, white-collar men and women and fashionable young people have become the main body of this society, and their demand for car purchase is gradually increasing. They pay more attention to the brand and quality of their cars while choosing their own cars. _ _ For the automobile industry, we have developed many models for more customers at different stages and different demand levels, which are more suitable for people's needs now.
In this traditional and mysterious festival in China-Qixi Festival, the promotion of this _ _ designated model was held, which made young friends who wanted to buy a car find motivation and raised hopes for friends who haven't bought a car yet!
Activity background
Tanabata Valentine's Day is full of myths for lovers in the city. Valentine's Day on Qixi is the time for handsome men and beautiful women to express their love. In this solar term, major businesses will engage in special promotional activities.
Even so, in the past, the promotion activities of major businesses during Valentine's Day were nothing more than discounts and lucky draws, and most of them lacked new ideas, so they failed to achieve the expected results. Imagine, can the pursuit of everlasting love be discounted?
So in this context, we launched our Qixi activity planning, in order to create a certain sensation.
Activity purpose
1. Through this activity, we will expand the influence of David Changqi Automobile Sales Company in Zibo.
2. Through this activity, let modern young people know more about the concept of _ _ _ car and the traditional festivals in China, so as to do their best in the automobile industry in Zibo.
3. This activity caused a certain sensation, and through various media publicity, it expanded the company's social influence in Zibo and expanded more extensive publicity channels.
4. Gather popularity through activities to stimulate customers to buy cars, so as to sell products, so that businesses can achieve the market effect of "only paying a penny and getting a commission".
Event organizer
_ Automobile Sales Company is an automobile sales company with the brand of _ in _ area. Its main models are Sagitar, Jetta, Magotan, _, Golf, Golf GTI and __CC. David Changqi has been committed to promoting the brand model and brand culture.
Activity content
1, love big.
All customers who attend the activities in the exhibition hall of Zibo David Changqi Automobile Sales Company on the day of the activities will be presented with exquisite "love spree" (contents to be determined), which will be distributed according to singles, couples and couples with different contents.
Couples: couple shirts, couple cups, couple mobile phone cases, etc. Husband and wife: husband and wife pillow, husband and wife summer cool quilt, etc. Singles: Singles Cup, Singles T-shirt, etc.
2. Car purchase discount and then discount
During the promotion day, you can participate in the "Happy Treasure Box" lucky draw by booking or buying the models promoted in this activity on site, and you can get a cash coupon worth 3,000 yuan!
(TBD) prize setting:
1 first prize, a cash coupon worth 3,000 yuan, which can be collected at the store and cannot be exchanged for cash! Not for commercial transactions! Magotan models only!
2 second prizes, a cash coupon worth 2000 yuan, which can be collected at the store and cannot be exchanged for cash! Not for commercial transactions! Only for new sagitar models!
3 third prizes, a cash coupon with a value of 1000 yuan, which can be collected at the store and cannot be exchanged for cash! Not for commercial transactions! Jetta models only!
Five love prizes and a coupon of "Car Maintenance Package" worth 5 12 yuan, which can be collected at the store and cannot be exchanged for cash! Not for commercial transactions!
Happiness Award 10, get the "exquisite car decoration gift package", which can be collected at the store and cannot be exchanged for cash! Not for commercial transactions!
3. Rose Rose, I love you.
When the customer walks into the door of the activity, the staff will send a bunch of beautiful roses and say a sweet greeting, so that the customer can get full marks for the service of this activity!
4, love to shout out (interactive)
Invite the boys or girls in the audience, encourage them to boldly express their love or propose marriage to their loved ones, and share their love with everyone. The organizer will send a "Jetta Gift Package" to those who are confessed or proposed to be present and accept the confession and proposal. (The content of the gift package is to be determined)
5, love transfer (interactive games)
Invite couples in the audience to play games. Players use the existing three carpets to send two people to the designated place together. The winner is the combination with the shortest time, and the winning combination can get the "Magotan Gift Package" presented by the organizer. (The content of the gift package is to be determined)
6. Love Avenue of Stars
When couples walk on our "Avenue of Love Stars", it is like walking on the red carpet of the award ceremony, enjoying the rank treatment and entering the exhibition hall of our activity site in happiness and romance.
7. Love signature wall
Couples walk into the activity exhibition hall, write down each other's names on the "love signature wall" and put two people together with a red heart! I wish them happiness.
8. Love Broadway (opening)
The dynamic music in the exhibition hall and the unrestrained dance on the stage allow customers to enter a grand fashion party. In the ocean of music, customers can experience the models exhibited at this event at will.
9. Love Wish Car
Customers who fill in the "Love Card" (write down their names and contact information) and paste it on the "Love Car" before or during the activity on that day can randomly select 10 "Love Card" from the "Love Car" and publish it. Published customers can exercise two tickets for GSM 3D movies worth 50 yuan (to be determined). If the published customers don't,
10, Love Wall
Prepare a projector and a laptop with Internet access for use at the event site. The audience at the event site can send short messages to _ _ according to the contents suggested on the public wall, and publish their own "declaration of love" and the experiences of single men and women. This technology is provided by _ Net * * * wall homepage.
Activity arrangement
1, thermal field
Through the explosive music and car model display, attract customers such as couples who are watching cars in the store, increase the popularity of on-site activities, and more easily tap potential customers!
Step 2 start
Opening music: The singer of "Because of Love" sings, and the host introduces the relevant contents of this activity and the prizes and games in the activity, which is more likely to attract the attention of passers-by, interspersed with product introductions!
3. Competition
Before the singer finished singing, there were two small games to promote the feelings between couples and make the company's image more acceptable! During the game, the host always has to find the right time to introduce the activities, promotion and products again!
Step 4 test ride
After the performance, according to the on-site order, customers with cars can be arranged to carry out the "new car test ride" link. During the customer's test ride, the host will interview the customer's feelings about the test ride.
Activity publicity
1, online publicity
_ Cheyouhui Website, _ Forum, _ Auto Forum, _ Post Bar, _ Webmaster * * * Homepage, etc.
2. Print publicity
_ Morning News, _ Cheyouhui Magazine, _ Life Magazine, etc.
3. Audio publicity
_ People's Broadcasting Station
Cooperative businessman
Media: _
Support: _
Event organizer/co-organizer
Event Organizer: _ Automobile Sales Company
Event organizer: _ Culture Communication Culture Co., Ltd.
Event co-organizer: _ Website (TBD)
Event sponsor: _ Film City (TBD)
Get ready.
On the day of the event, the stage background spray-painted cloth, DM sheets, large-scale posters, Yi Labao at the event site, roses, game props, lottery props, performing singers, internal models of products, on-site work permits, etc.
Automobile Marketing Planning Part II: Preface
Organize road travel activities for existing customers in the peak season of tourist popularity, deeply promote the cultural connotation of the brand, improve the brand's good word-of-mouth publicity, maintain the brand's high social effect and reputation, and carry out the pink tour of this warm parent-child tour.
Second, the main information of this activity
1. Some customers participated in _ _ go on road trip.
2. Carry out multi-fun, * * entertainment programs and brand promotion in Qi Huan: big surprise for couples, decent life entertainment parties, product lectures for new and old customers, etc.
3._ _ Parade: cities, shopping malls, residential quarters, etc. Will be displayed in a parade, and the brand promotion strategy will be stretched, broadened and broadened.
4. Invite the mainstream media to participate in the whole activity, which will make the publicity more humanized and the report more intuitive and comprehensive.
Organizer: _ _ Automobile Trading Service Co., Ltd.
Co-organizer: _ Auto Network _ Radio Art Channel
Planning: _ _ Marketing Department
Promotion: _ _ Advertising Planning Co., Ltd.
Time: 20 _ _ _ _ _ to _ _ _
Location: _ _ _
Third, the process
Organize dozens of cruises from road trips to _ _ _ _ _ _, drive through urban areas, shopping malls, communities and other places, and visit _ _ scenic spots.
Decent life entertainment party, watching ethnic programs.
Organize wonderful surprise games for romantic couples.
Brand symposium for new and old users
Fourth, the purpose
1. Existing users have participated wholeheartedly to establish a good reputation and reputation for the brand, strengthen the establishment of brand image and promote sales;
2. Full coverage by mainstream media; Expand the influence of activities and brand awareness;
3. The gathering of new and old customers and potential customers and the exchange of automobile concepts are of irreplaceable importance to the promotion and dissemination of brands;
4, rich and varied programs, meticulous and comprehensive logistics arrangements, intimate and comprehensive services, and love (love for users) to the end!
Verb (short for verb) agenda
_ Month _ Day (Saturday)
07: 00-10: 30 _ _ Depart from downtown automobile trading service co., Ltd.
10: 30 —— 12: 00 _ road trip motorcade city tour
12: 00— 14: 00 team lunch (local dishes) and lunch break.
14: 00- 15: 30 motorcade _ downtown _ scenic spots
15: 30— 16: 30 Free activities (rest and tidy the room)
16:30- 18:00 to visit _ _ scenic spots.
18: 00-20: 00 team dinner (_ _ special) and rest.
20: 00-22: 00 Decent Life Entertainment Party
_ Month _ Day (Sunday)
07: 00-08: 00 breakfast
08: 00- 10: 00 product symposium for new and old users
10: 00— 12: 00 motorcade tour _ _ attractions.
12: 00— 14: 00 team lunch and lunch break.
14: 00 to 18: 00 _ _ to _ _, the activity is over.
Carry out love to the end-_ "Pink Tour" on the road fully embodies the brand charm of caring for existing users and being responsible for consumers, comprehensively enhances the brand's reputation and trust in the hearts of consumers, and promotes sales while expanding brand influence through good word-of-mouth publicity. Activity materials are different from models traveling on the road, arranging various forms of brand promotion materials, seizing the promotion center and borrowing all favorable external forces. The development of this activity plays an important role in improving the popularity of painting brands and maintaining the brand effect.
Automobile Marketing Planning Chapter III Activity Theme:
Brand-new design environmental protection marketing
Activity name:
Automobile Marketing Creative Competition
Activity purpose:
In order to cultivate young college students' communication skills, psychological quality, sales skills, employability and social etiquette, enhance students' social experience and sense of competition, lay a good foundation for adapting to social life, and have positive practical significance for going out of campus and stepping into society in the future, we decided to hold this year's automobile marketing creative competition.
Active object:
All students of Liaocheng University
Entry form:
Individual competition or team competition
Event sponsor:
Liaocheng university automobile and traffic engineering college
Event planning and undertaking:
Speech and eloquence association, love association
Event sponsorship:
Zhongtong bus holding co., ltd
Activity time:
Presentation time: Thursday, May 20th 10, 14: 30— 17: 00.
Preliminaries: May 19 (Saturday) 15: 00- 17: 00.
Final: May 3 1 (Thursday)15: 00-17: 00.
Venue: Lecture Hall: Room 303, No.5, East Campus of Liaocheng University
Preliminaries: 5#303, East Campus of Liaocheng University
Final: 5#303, East Campus of Liaocheng University
Activity flow:
(1) Statement: publicize this activity, explain the requirements of the work and the team, and answer the questions encountered by the participants.
(2) the initial stage
1, personal or team introduction (team name, slogan, member introduction, creative theme);
2. Product introduction, mainly including the brand, model, performance, configuration and features (selling points) of the car;
3. Marketing environment analysis, mainly including market conditions and market prospects;
4. Marketing strategy, mainly including product positioning and sales strategy;
5. The judges ask questions;
(iii) Final stage
The process of the final stage is similar to that of the initial stage. Each team entering the final stage should make relevant ppt and show it synchronously when explaining the scheme. After the presentation, the judges will ask questions and grade them according to their contents.
Awards: 2 first prizes, 4 second prizes, 8 third prizes, and 5 excellent prizes/kloc-0.
Publicity methods: display boards (placed at the entrance of the new teaching building and the old basketball court), banners are hung at the old football field in the east school and the Xingyue Square in the west school, notices are posted on the publicity columns of all colleges, and all colleges issue notices.
Registration method:
1. Interested students please go to the website of Automotive Institute to download "Zhongtong Bus? Registration Form and Creative Form of the 9th Automobile Science and Technology Culture Academic Festival of Liaocheng University. Each individual or team participating in the competition can make a product marketing plan and make ppt according to the characteristics of automobile products, marketing environment, team situation and other factors they choose, and the electronic ppt will be sent to the [mailbox protected] mailbox before May 18.
2. After completing the application form and the creative form, the paper version will be sent to the contact person in duplicate before May 13, and the electronic version will be sent to the [mailbox protected] mailbox.
Contact information:
Activity effect and analysis:
The purpose of this activity is to improve students' scientific and technological innovation and product management ability, cultivate students' strong interest in automobile R&D and sales, further guide and motivate students to develop study habits of diligent thinking and hard study, create a good learning atmosphere in school, and adapt to the requirements of society for talent training.
Automobile marketing planning scheme 4 I. Activity background
With its brand awareness and reputation at home and abroad, BMW has achieved a substantial increase in sales over the years, which is well-known; At the same time, it has become BMW's ideal and ambition to bring higher quality services to meet the needs of consumers, let people who know how to enjoy life better and bring the best and most influential services to the market. With the help of public welfare activities, BMW will enter communities and squares, have zero-distance contact and interaction with target customers, attract the attention of all sectors of society, enhance the brand status, make the brand deeply rooted in people's hearts, gain further recognition from consumers, and eventually become BMW's most loyal customers.
Second, the purpose of the activity
1, which perfectly combines the target consumers' pursuit of dignity, status, identity, brand, fashion, safety and high-grade to meet consumers' psychological needs.
2. Take advantage of people's simple psychology of longing for summer, and launch personalized, fashionable, simple and commonweal activities to let consumers experience the simple feelings of summer.
3, through the combination of brand and public welfare, improve the media hype and promotion.
4. Bring consumers closer to BMW through a series of activities, and enhance the brand image of the company.
Third, the focus of the activity
1, for customers: pursue fashionable and noble consumer demand, experience the true meaning of life and show individual taste.
2. For the media, public welfare activities will attract the attention of many media, become the focus of their propaganda, promote consumers' buying behavior, and create brand atmosphere and product value.
3. For enterprises: understand consumer psychology, build confidence, strive for success and enhance brand image.
4. For the industry: we should not underestimate it, wait and see, and recognize the brand positioning and functional value of products.
Fourth, the effect evaluation
1. After this series of activities, it will bring a qualitative leap to BMW car sales. The market will have a higher level of clear understanding and impression on BMW!
2. It will surely become the focus of social and media attention and play a great role in the establishment and dissemination of BMW brand image!
Verb (abbreviation of verb) Arrangement of time and place of activity (to be determined)
Activity information of intransitive verbs
1, "Caring for children and achieving the future", an interactive activity jointly organized by BMW and a large community attracted the enthusiastic participation of many children in the community. With the help of teachers and parents, the children drew their favorite BMW-"My favorite BMW children's painting tour". Give full play to children's imagination and enthusiasm for cars.
2. "The taste of life is extraordinary."
"Premium Night of BMW Quality Life", together with car owners, * * * learn extraordinary things, taste life, * * * share quality life, and bring success and joy. Cars, wine, Latin performances, and all kinds of exhibits blended together to bring a perfect event. Share extraordinary moments, pass on quality life, share BMW quality life with the majority of car owners, and bring success and joy.
3. "Test Drive to Realize Dreams"-BMW's perfect driving sharing activity, a one-day in-depth test drive and treasure hunting experience in Conghua Road, allowing customers to experience vehicle performance and add more simple elements. During the period, you will have all kinds of road experiences on urban roads, expressway, expressway sections and township roads, so that you can fully appreciate the pleasure of driving BMW vehicles. The destination of this ride is Baoqu Rose Garden, and the fragrance of the rose garden adds a bit of warm and romantic fun to this trip.
4. "Wonderful Movies and Your * * * Returns" broadcast various cinema blockbusters, which were liked and welcomed by the community owners. Open movies bring a warm feeling to everyone. Although it is not as shocking as the cinema, it brings more memories and fun for the whole family to watch together.
5. Public lecture on automobile safety
The host and guests will turn professional automobile knowledge into easy-to-understand real cases and pass them on to the owners to correct the mistakes that drivers and passengers often make in their daily lives. Having the opportunity to meet car owners and bring them a safe car life concept is to advocate that car owners can enjoy the fun brought by cars and live a safe car life at the same time. The activity combines interesting safety games with intuitive live demonstrations, and vividly conveys boring safety knowledge to everyone in the activity.
6, automobile daily maintenance lecture
7, online car market, car source, modification and other consulting activities.
8. Solicit opinions and suggestions on the spot
9, car models, beauty performances
10, car audio, car modification (cool car) exhibition.
During the activity, many customers experienced the essence of BMW brand's "breaking through technology and pursuing Excellence", and at the same time brought rich and colorful cultural life to the community, inherited the dignity of BMW and brought more customers distinguished enjoyment.
Seven. field service
Service 1: Car owners who register in front of the booth on the same day will be rewarded with 500 yuan vouchers, which can be used in cash when buying a car.
Service 2: On that day, the technical experts of the service station provided several free services for the owners of the community, such as free inspection, free tire pressure inspection, free addition of engine oil, free addition of glass water and free addition of antifreeze. And apply for a 60% discount maintenance membership card on the spot.
Eight. Integration of resources
Share customer resources with wedding photo studio, furniture, real estate and other industries, carry out large-scale joint exhibition activities, and make full use of resources from different industries to achieve a win-win situation.
Nine, joint marketing
At the same time, car audio-visual navigation manufacturers, car interior accessories manufacturers, car exterior accessories manufacturers and spare tire manufacturers on the road are invited to use the platform for brand promotion, interaction and sales.
Automobile marketing plan Part V 1. Introduction of automobile marketing plan.
In the near future, driving will be a life skill that people generally master, and cars will no longer be a symbol of privileged people, but a means of transportation for people to go out. Then when people have a car of their own, they will undoubtedly care a lot. The usual cleaning care and regular beauty maintenance of cars will inevitably become people's daily consumption content.
In order to make students' theories and skills meet the needs of the society and have more practical opportunities, Henan Business School decided to jointly set up a small car beauty shop to build a practical platform for students majoring in automobile marketing and cultivate their practical ability.
Second, the market analysis of automobile marketing plan
(a) environmental and market analysis
1, industry analysis
With the rapid development of automobile industry and the rapid popularization of automobile consumption, the automobile will eventually become a means of transportation and enter thousands of households, just like refrigerators and color TVs, becoming a necessity in our lives. With the family and popularization of cars, the life of integrating people and cars has gradually become fashionable. Not only is the concept of car owners deeply rooted in people's hearts, but fashion, individuality and novelty have also become the pursuit goals of car owners.
2. Competition analysis
On the surface, the automobile after-sales service market is very active in various forms, but the essence is mixed, and only a handful of brands are formed. Generally speaking, it is still in a state of chaos. Nowadays, small shops in the automobile service industry are everywhere, and there is no large-scale operation. There is low-price competition between shops and they undermine each other. Serious disorderly management has affected the formation of competitiveness in this field. Most service enterprises in China's automobile aftermarket are scattered, and some chain enterprises are not perfect and mature enough. Moreover, due to its own limitations, it has insufficient control over the overall market and has not formed a large-scale monopoly and national brand.
At present, there are a series of problems in the automobile follow-up service market, mainly because several sub-sectors are still in the stage of disorderly competition: there are many enterprises in the automobile parts industry with different scales and backward market development methods; Management is backward, business model is backward, and some enterprises compete unfairly. Many large enterprises in the automobile maintenance industry have unsatisfactory benefits, but small roadside auto repair shops and quick repair maintenance centers have quietly emerged. At present, the current situation of automobile beauty maintenance industry is that the operation is not standardized, the quality is not guaranteed, and the fees are unreasonable. Most street shops are born without scientific management, technical support and formal purchase channels. The existence and operation of these stores have seriously dampened the enthusiasm of car owners for consumption.
3. Consumer analysis
At present, the automobile follow-up service can no longer meet the high standard requirements of car owners, and many people in the industry have begun to actively explore new ways of industry development. It is a brand store with high brand reputation, good storefront image, standardized operation and strong service awareness; A reputable and reliable automobile beauty maintenance shop. Because, with the change of people's consumption concept and the enhancement of consumption consciousness and self-protection consciousness, people should not only meet the demand of direct consumption, but also meet the demand of psychological consumption to the maximum extent.
(B) swot analysis
Advantages: This car beauty shop is jointly opened by the school for students. The employees are all students of their own school, and the managers are mainly teachers of their own school. In this case, it is conducive to management, discussion and communication, focused and clear relative to the target customers, and easy to promote.
Disadvantages: the geographical location is located in the school, the space is relatively closed, and the radiation range is narrow; The management and service team members are mainly composed of inexperienced teachers and students, lacking development management and technical inspection, and the process of opening a store is also a process of learning and exploring.
Opportunity: At present, the automobile beauty industry has not yet formed a scale, and there is a lot of room for development. Furthermore, we can make full use of the relationship between teachers and students at school, communicate and do business well, thus bringing more new customers and expanding business scope and market share.
Threat: It is an immature industry. Although the prospect is good, our team lacks experience, which is a great challenge for future development.
Third, the market positioning of automobile marketing plan
Beauty shop name:
In addition to the beautiful appearance, the most important thing is that the car can run safely and normally, because if a car beauty shop is developed, we can also join the car inspection and maintenance business, so we hope that in addition to beautifying the car for the riders who come here, we can also test the car safety system for them free of charge. If there is any problem, after we fix it, we can drive on the road safely and steadily. So we named this store "Anxing Automobile Beauty Shop"
The rapid development of automobile industry in China shows the strong demand for automobile aftermarket. This demand will become more and more rational with the deepening of people's understanding of cars, and will gradually transform from simple beautification to the demand for additional services. At the same time, the automobile quick repair industry is not mature enough, and the business thinking and concept should be ahead of the demand. Emphasis on quality, service, characteristics and industry differentiation will be the main development trend of this industry.
Based on the in-depth analysis and summary of the service industry in the automobile market, combined with the current situation of the automobile market, Anxing automobile beauty shop has made an in-depth examination from several aspects, such as target customers, brands, marketing, products, services, prices and promotions. And provides a traditional backward marketing method different from the traditional one. Anhang automobile beauty shop is small but complete, specializing in small and refined, and locking in the automobile beauty service route with less investment and quick return.
The target customers of Anxing Automobile Beauty Shop are the school staff and the owners of the school motorcade. This group has certain cultural quality and taste, and agrees with the traditional culture of China. This group has high requirements for the fineness and perfection of services and products, but is not sensitive to the price. According to the price theory, there are three main factors that affect the pricing of automobile beauty services: cost, demand and competition. Cost is the basic component of beauty service value, which determines the lower limit of beauty service price. If the price is lower than the cost, it will be unprofitable. Market demand affects customers' understanding of the value of beauty services, and then determines the upper limit of the price of beauty services, while market competition conditions adjust the constant fluctuation between the upper and lower limits, and finally determine the market price of beauty services. However, when studying the cost, market supply and demand and competition of beauty service, it must be related to the basic characteristics of service.
However, with the growth of their career and the accumulation of income, they will change from functional consumption to comfortable consumption and become our main consumer.
Fourth, the marketing objectives of the automobile marketing plan
Based on the above market analysis, our store is initially designated as a small car beauty shop, and its main target customers are school bus friends and faculty. I hope that after the initial operation, I can have better development, carry out more business, have more customers and make profits in a certain period of time.
In a short time, let all the faculty and staff become our regular customers. On this basis, raise awareness, use old customers to attract new customers, let the owners of North University Town know about this and come to our store for consumption.