管理制度-宝来巡展试车活动经销商执行规范2 精品.ppt

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1、1The standard of Bora Itinerant exhibition, test drive activities distributor carries out October,20022Contents：1. The survey2. Standards of distributor shows in front of the public3. The standards of distributor test drive4. The propagate and cooperate for the activities5. Follow-up work of activit

2、ies3Page 1：SurveyObjective：1. Sets up fixed connections with potential consumers and make them have vivid understanding and recognizing of Boras features to have identification.2. Through promoting the reputation degree in consumers mind to reach the function which promotes the sales volume. 3. Stre

3、ngthen Boras competitiveness in the automobile market, increasing the popularizing in the area, to develop every area and the distributors maximum strength4. Regulate each distributors way and contents in the sales process and set up the image distinguish system in consumers mind.Three processes of

4、activity-the first city as example4Page2：contents of major activity Public show:Choosing 1-2 local, high grade markets with numerous people, putting 2-5 Bora automobiles in different colors. The distributor explains on behalf of the scene, introduce the product information and activity arrangement.W

5、ork time tableFist and second week Activity plan Third and forth week preparation of activityFifth week activity carry outSixth week conclusion of activity1.The distributors provide plan of activity, describe the details of activity on paper then Send it to area and marketing department.2. Begin to

6、handle the work after marketing departments improvement.3. Send the relative information of data and material quantity to marketing department 1.connect the place, identify the show place or theRoute of test drive and the destination2. Identify the worker, and relative prepare work3. Identify the fi

7、nal design plan of the scene and makeRelative goods.1.relative material reach2. Decorate the place of activity3.the activity take place1. Collect the reports from media2. Advertise on newspaper3.send the data and conclusion of activity to marketing Department.Distributors exhibition room shows and t

8、est drive:Through showing scene, register on internet, distributor exhibition room collect the consumer list who hope for that test drive,and screen the list, invite the potential consumer to go to distributors exhibition room, take part in the activity of test drive.5Page 3：The standard of distribu

9、tors public showthe flow chart of distributor to prepare the public showLay down the planChoose the time and placedesignChoose or cooperate with supplierPreparation of dataDecorate the scene6Page 4：first step: lay down the plan1. Select the suitable time to make the activity in to full play. Such as

10、: weekends2. Detail arrangements of activity3. The aspects that need faw-volkswagens cooperation. Such as relative design, materials4. The workers list of activity5. The materials of activity6. The way to deal with crisis. Such as rain outside, too many or too less visitors7. Time table of activity

11、carry out8. Budget of activityThe above-mentioned content forms the written characters,send to the area and market department to examine and approve. Begin the preparation after the scheme is defined. 7Page 5-6：second step：choose time and placelHigh-class bar：begin in weekendsdusk, the major consume

12、r are white neckbandlHigh-class building: Monday to Fridays get off duty time, to attract white neckband who have several buying abilitylLarge company：Monday to Fridays get off duty and lunch time, can concurrent show and test drivelApartment：holiday and weekend, choose the mature apartment that hav

13、e buying abilitylMarket：holiday and weekend, cooperate several distributors show the products, choose the market that more people will come and have buying abilitylDrive school: too see from different situation, choose weekend and school that have clear consumer.Decision based on:1、measurement of lo

14、cationeach car need 60cm calculating, according to showing concrete quantity choose the place2 、 stream of people ：The consumption colony of the market belongs to medium-to-high grandly, the stream of people is centralized 3、Others: whether Vehiclesconing and leaving are convenient, have step show v

15、ehicle turn on upper markets by influence4、To book place:Considering each factor of selecting the market, definitely as soon as possible. Further, to contact with the market to consult and discuss next step decoration.5、Because the place respect is scheduled in the place to be relatively tense on we

16、ekend and festivals or holidays, need to be advanced 1 month to connect with market,some good place of geographical position need to book in 2 months ahead of time. Such as:Shanghai ganghui square“experiences Bora, with enjoyment” 2002 national itinerant exhibitions take a test drive activity examplePublic show: Choose the numerous markets of a local stream of people, is done the scene to show by the local distributor , Promote and sell. Shanghai；Paris spring Beijing: yansha squareGuangzhou：tian