Презентация на тему Marketing planungsrunde

Презентация на тему Презентация на тему Marketing planungsrunde, предмет презентации: Маркетинг. Этот материал содержит 33 слайдов. Красочные слайды и илюстрации помогут Вам заинтересовать свою аудиторию. Для просмотра воспользуйтесь проигрывателем, если материал оказался полезным для Вас - поделитесь им с друзьями с помощью социальных кнопок и добавьте наш сайт презентаций ThePresentation.ru в закладки!

Слайды и текст этой презентации

Слайд 1
Importer OrganisationEffective Dealer NetworkSalesMarketing activitiesCustomer Satisfaction
Текст слайда:

Importer Organisation

Effective Dealer Network

Sales

Marketing activities

Customer Satisfaction





Слайд 2
AgendaThe main directions of marketingStrategy steps to marketing development Volkswagen brand
Текст слайда:

Agenda

The main directions of marketing
Strategy steps to marketing development
Volkswagen brand promotion in Kazakhstan
Analysis of the main channels of communication
Volkswagen sales support in Kazakhstan
Marketing plan Volkswagen Kazakhstan



Слайд 3
The main directions of marketing Brand values – AVAILABILITY – HUMANITY
Текст слайда:

The main directions of marketing



Brand values – AVAILABILITY – HUMANITY (VW easily recognizable, available, open & friendly to customer)
VW brand – innovative, valuable, responsible…

TO MEET THIS CONDITIONS:
A single brand positioning for all dealers (corporate identica, start advertising campaigns, centralized communication channel selection)
Uniform standarts of work for all dealers

Brand



Predictable market for 2016 - 70 000 passenger vehicles
Aggressive pricing of competitors (Renault, Datsun on, Lifan/ Jac – Made in China))
Production of competitors cars in Kazakhstan and have the state support.
Preferential auto loans (Toyota, Hyundai, KIA, Skoda, Chevrolet/ Peugeot)





Sales / Market / Channels of communication





Customer satisfaction



Marketing support for each dealer (radio & internet advertising, printed material, gift for clients, event support)

Dealer centers rating & motivation of best dealer & best co-worker

Dealers satisfaction

Constant monitoring of the sales managers (KPI rating, NPS index, mystery shopper)

Increasing customer loyalty by providing gifts, promotion in points of sale





Слайд 4
SALES - keep and increase our market shareQUALITY OF SALES &
Текст слайда:

SALES - keep and increase our market share

QUALITY OF SALES & CUSTOMER SATISFACTION - introduction of a system
of control and motivation

DEALER SATISFACTION
NETWOR attention to each
dealer, constant monitoring and support

BRAND - increasing
the availability
and brand recognition

Strategy steps to marketing development 2016/2017

1.



Importer site perfection (introduction of recording profiles for a test drive, links to all the sites of dealers, service pages)
Sites dealers adaptation with uniform corporate standards
Build a database of calls to the VW hotline, the introduction of a monthly SMS / What’s up/ E-mail messaging


2.



Constant flow of information about the models (advantages, test drives, comparative test drives) in the Internet, social networks
Single advertising campaign on models throughout Kazakhstan (design billboards, radio commercials, online banners etc…


3.

Introduced a dealerships rating system based: CSS monitoring, KPI sales personnel monitoring, mystery call monitoring + mystery shopper

4.

Required monthly marketing report each dealer
A single information resource open to all DN Kazakhstan is required for oversee the centralized distribution network
A single marketing strategy to promote for each model (radio, internet, press - covering all regions)


Слайд 5
Volkswagen brand promotion in Kazakhstan 2016
Текст слайда:

Volkswagen brand promotion in Kazakhstan 2016


Слайд 6
Brand development 2016MeasureThe main condition for building a brand is accessibility
Текст слайда:

Brand development 2016

Measure

The main condition for building a brand is accessibility and openness. First contact with the customer is established on the web-sait VW / hotline VW / social network



Increase brand awareness














Increase of customer loyalty







































Description

www.volkswagen.kz –
translation into Kazakh language
update dealer information
section of service and spare parts
questionnaire to record a test drive
new finance offers


Global call centre 8 800 070 87 87
2 times a month SMS/ What’s up & e-mail messaging database

3. Sponsorship Undiscovered Kazakhstan

4. Volkswagen Junior Master
The winner team will represent in championship VW Junior Masters in May 2016 in France

5. Promotion in social network


6. Customer Satisfaction. Monitoring. Mystery Call/ mystery Shopping. Programs of customer satisfaction in cooperation with our dealers.
Support the dealer Events by importer.




Responsible

Status

Alibek Keneshev







2. Zhannat Kuzekeeva
+ 188.KZ

Zhannat Kuzekeeva

Alibek Keneshev



5. Alibek Keneshev


6. Zhanna Kuzekeeva























Active





Active





Active

























In search of a new partner


Слайд 7
www.volkswagen.kzDealers site examples:Targets 2016 In 2015, all dealers have adapted the
Текст слайда:

www.volkswagen.kz

Dealers site examples:

Targets 2016








In 2015, all dealers have adapted the sites according to standards of VW

http://volkswagen-karaganda.kz
http://vw-uralsk.kz
http://vw.autodomkst.kz
http://eurocaraktobe.kz


Accessibility and openness of brand

Today there are 1 Importer site
and 5 dealer sites


Слайд 8
Hotline Volkswagen Kazakhstan Uniform information line Volkswagen In 2014 received calls
Текст слайда:

Hotline Volkswagen Kazakhstan


Uniform information line Volkswagen
In 2014 received calls 1379
In 2015 received calls 5142
Provided The database that is sent to dealers

Accessibility and openness of brand

8-800-070-87-87


Слайд 9
Promotion in social networksStatistics in KazakhstanThe slide
Текст слайда:

Promotion in social networks

Statistics in Kazakhstan

The slide "Rating of social network services" shows that Facebook is next to VKontakte (first place). But we need to emphasize that the aged and financially reliable people visit Facebook (generally) from 24 to 35 years. Thus, young people visit Vkontakte (people from 14 to 17 years). However, there are more serious topics on Facebook, such as: vehicles, consumer goods, banking and others.


The most popular social network in the world

Facebook - 1,4 billion
QZone (China) - 654 million
Google+ - 300 million
Instagram - 300 million
Twitter - 284 million


Слайд 10
Promotion in social networksStatistics in KazakhstanSocial Networks, Facebook, and Фейсбук are
Текст слайда:

Promotion in social networks

Statistics in Kazakhstan

Social Networks, Facebook, and Фейсбук are the most searched keywords in Yandex screen request. This data shows the audience coverage and the popularity of Facebook among people in Kazakhstan


Слайд 11
Promotion in social networksFacebook Statistics in KazakhstanThe average length of time
Текст слайда:

Promotion in social networks

Facebook Statistics in Kazakhstan

The average length of time spend on Facebook is l 30 minutes. statistics for January 2016 shows the information about users and number of messages sent.
Also according to statistics the most active people are between 25 and 34 years old

18-24 15,76%
25-34 46,08%
35-44 25,05%
45-54 10,06%
55- 3,06%
-18 0,01%


Слайд 12
Promotion in social networksOfficial Page Volkswagen Kazakhstan information about promotions, interesting
Текст слайда:

Promotion in social networks


Official Page Volkswagen Kazakhstan information about promotions, interesting facts, information about dealerships, history of the brand, competitions...
Today in FB more then 6 000 Followers.


Activities in social network / Facebook


Слайд 13
Our page: ‘‘Volkswagen Kazakhstan‘‘ – more than 17 900 followers. https://instagram.com/volkswagen_kazakhstanDescription
Текст слайда:

Our page: ‘‘Volkswagen Kazakhstan‘‘ –
more than 17 900 followers. https://instagram.com/volkswagen_kazakhstan
Description of goals: Brand promotion, brand recognition, associability of the brand with stars, increasing the loyalty. Opportunities: Photo and video session with the stars, information about promotions, promotion accessories…

Promotion in social networks
Activities in social network / Instagramm


Слайд 14
Sponsorship of Undiscovered KazakhstanThe project Undiscovered Kazakhstan aims to develop exciting
Текст слайда:

Sponsorship of Undiscovered Kazakhstan

The project Undiscovered Kazakhstan aims to develop exciting eco-tours to the stunning places of Kazakhstan.

The unique nature and culture of Kazakhstan has great potential for tourism development.

Importer plans to support the provision of equipment and also payment of jobs in the project.

The general direction and sponsorship budget in the process of finalizing.

http://photosafari.kz/

The mountain tract Boszhira

The lake Kaindy

The Tamgaly sanctuary

Singing Dune


Слайд 15
Sponsorship the Undiscovered KazakhstanDescription of goals: Brand promotion, brand recognition, associability
Текст слайда:

Sponsorship the Undiscovered Kazakhstan

Description of goals: Brand promotion, brand recognition, associability of the brand with tourism.
Opportunities: Meet of potential customers with Volkswagen, Photo and video session, promotion through various channels of partners; DIGITAL, social media, print, radio, and tv.
Coverage: Approximate total coverage will be about 2 500 000 people across all channels of communication.

Pr -Company

Print

Radio

TV

Social media





https://www.youtube.com/watch?v=tEbswLxUIFM


Слайд 16
Customer Satisfaction monitoring
Текст слайда:

Customer Satisfaction monitoring


Слайд 17
Traffic monitoring / Weekly KPI´s Till cw 53/2015 Jan/2016
Текст слайда:

Traffic monitoring / Weekly KPI´s
Till cw 53/2015 Jan/2016


Слайд 18
Analysis of the main channels of communication1. High level of promotional
Текст слайда:

Analysis of the main channels of communication

1.


High level of promotional activity
Expansion of regional blocs is not planned = no growth for regional dissemination
Sellers major confrontation, competition for audience share and per share advertiser budgets
The audience's attention - 62,9%
Credilibility of the audience – 8,7%

2.


The rapid growth of the Internet audience, mainly due to the regions
Growth of the mobile Internet and social networks. development kaz.net
Advances in technology, new opportunities targeting evolution formats banners, custom projects
The audience's attention - 80%
Credilibility of the audience – 17,1%
Online communication is the optimal combination between the scope, the challenges and the cost of accommodation

3.

Stagnation - reducing the number of publications and frequency issues in current publications
Decreased activity and demand in the luxury and business publications
The audience's attention - 18,4%
Credilibility of the audience – 4,5%

4.



Stagnating budgets on major radio stations
Growth of regional distribution
The audience's attention - 26,8%
Credilibility of the audience – 8,9%



Source: TNS Gallup Media Asia, Adex, InfoSys, TNS-MMI,


Слайд 19
Sales support 2016
Текст слайда:

Sales support 2016


Слайд 20
According to the forecast Dentsu Aegis Network Kazakhstan Kazakhstan advertising market
Текст слайда:

According to the forecast Dentsu Aegis Network Kazakhstan Kazakhstan advertising market will decrease by 17%.

In 2015 advertising market in Kazakhstan decreased by an average of 11%.

Hour spent per day:
According to research by TNS Gallup Media:
- 59% of people spend time watching TV
- 21% of people spend time on internet
- 17% to listen radio.
- 3% on the printed newspapers and magazines

Analysis of the main channels of communication

Source: TNS Gallup Media Asia, Adex, InfoSys, TNS-MMI,


Слайд 21
Product Life-Cycle – Key actions in 2015-2016Polo   Model All
Текст слайда:

Product Life-Cycle – Key actions in 2015-2016

Polo



Model All Star

New engine

Request:
LED-Daytime running lights
Soft door armrest





Alcantara seats
Windshield heating
Chrompackages Exterior
New Radios MIB Gen.2
New offer structure „Value“
GLI ex. Mex.
LED-daytime running lights










New Tiguan

KW-50 -?

Launch of new Tiguan 2016











Jetta

Tiguan

2016


Слайд 22
Sales support 2016MeasureDescriptionPromotion onwww.kolesa.kzwww.kolesa.kz / www.newauto,kz/www.google.kz/www.google.kz/ www.yandex.ru/Strict monitoring work with online
Текст слайда:

Sales support 2016

Measure
























































Description

Promotion on
www.kolesa.kzwww.kolesa.kz / www.newauto,kz/
www.google.kz/www.google.kz/ www.yandex.ru/

Strict monitoring work with online requests (sales managers dealers should invite each potential customer for a test drive, to provide complete information about the model, clearly follow the program STEPS SALES) – dealers report – SALES FUNNEL)

Update keywords to create pairs of keywords on competitors (for example, when searching for the Hyundai Accent users have the banner Polo Sedan)

Undiscovered Kazakhstan

Every quarter monitoring of radio & tv -channel to reach a larger audience

Dealer Support/ single image
Compensate expenses of dealers.





Responsible

Status

Zhannat Kuzekeeva
Alibek Keneshev

2. Alibek
Keneshev






3. Alibek Keneshev




4. Zhannat Kuzekeeva
5. Zhannat Kuzekeeva

6. Zhannat Kuzekeeva

















Active



Active








Active




Active




Active


























Constant advertising on the most popular websites, increase in the index CTR , the emphasis on the German models, aggressive advertising market entry of new models






Constant contextual advertising in media networks GOOGLE & YANDEX + remarketing + RTF


Sponsorship

TV advertizing
Radio advertizing

Outdoor/ Product Placement


Слайд 23
The first site most visited among of Kazakhstan sitesThe weekly audience
Текст слайда:


The first site most visited among of Kazakhstan sites
The weekly audience of more than 1 000 000 users

The second place on popularity among automotive sites.
The weekly audience- 500 000 users




The biggest Internet search engine
Availability for all devices.

Ranking of sites and the number of visitors


The most visited site in Kazakhstan
The weekly audience of more than 2 300 000 users

Source: TNS Gallup Media Asia, Adex, InfoSys, TNS-MMI,


Слайд 24
Accounting of online requests Dealers provide a report at the request
Текст слайда:

Accounting of online requests

Dealers provide a report at the request of the Importer on a daily basis.
For 12 months in 2015 we received 6 600 requests


Слайд 25
Accounting of requests from the Internet
Текст слайда:

Accounting of requests from the Internet


Слайд 26
Outdoor advertising in Kazakhstan some Examples:
Текст слайда:






Outdoor advertising in Kazakhstan
some Examples:


Слайд 27
Product Placement in Kazakhstan  Placement in Kazakhstan,  in a popular shopping
Текст слайда:

Product Placement in Kazakhstan



 

 



Placement in Kazakhstan,
in a popular shopping mall
Single standard of branding cars
Accepting applications to test drive
Conducting promo- actions


Слайд 28
Product Placement in Kazakhstan some Examples:In most popular shopping centers, promoters
Текст слайда:

Product Placement in Kazakhstan some Examples:

In most popular shopping centers, promoters receive request for a test drive.


Слайд 29
Dealers Support  Single catalogs, brochures, leaflets…Audio and video filesInternet bannersNew images
Текст слайда:

Dealers Support


Single catalogs, brochures, leaflets…
Audio and video files
Internet banners
New images


Слайд 30
Marketing plan Volkswagen Kazakhstan in 2016Marketing Plan on Brand PromotionTotal marketing budget - 329 916 UDS
Текст слайда:

Marketing plan Volkswagen Kazakhstan in 2016

Marketing Plan on Brand Promotion

Total marketing budget - 329 916 UDS


Слайд 31
Marketing plan Volkswagen Kazakhstan in 2016Marketing Plan on Sales Support
Текст слайда:

Marketing plan Volkswagen Kazakhstan in 2016

Marketing Plan on Sales Support


Слайд 32
Marketing plan Volkswagen Kazakhstan in 2016Marketing Plan on Sales Support
Текст слайда:

Marketing plan Volkswagen Kazakhstan in 2016

Marketing Plan on Sales Support


Слайд 33
Thank you!
Текст слайда:

Thank you!


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