Automobile sales plan

Planning scheme of automobile sales activities

order

I. Analysis of XX Driving School

Second, the characteristics of XX students

Three. Analysis of your company's situation

Fourth, the activity time

Verb (short for verb) The purpose of the activity.

Sixth, planning ideas.

Seven. Theme of the event

Eight, media planning

Nine. Fee Schedule

order

First of all, thank you very much for giving us this cooperation opportunity.

Through the initial communication between our staff and your company, we have a general understanding of your company.

Our company is very aware of the problems that your company is most concerned about at present, and we will try our best to make suggestions for the problems that your company is currently facing, and strive to make our work get twice the result with half the effort.

The following is the market planning plan tailored by our relevant personnel for your company, and we will further communicate and discuss with your company to achieve perfect implementation.

Customer-centered and serving customers wholeheartedly is our soul.

Serious and down-to-earth work style and meticulous work spirit are the starting points of our success.

United team makes us move forward forever.

Professional planning team gives you 100% guarantee.

This proposal is just a general idea provided by our company, and we will continue to improve it in the implementation process. And hope to implement it together with the consent of our company.

First, the advantage analysis of XX driving school

1. Since the establishment of 1995, XX has always insisted on delivering qualified drivers to the society as its own responsibility and taking students' satisfaction as the sole criterion for its work, so it has been well received by the majority of students.

2.XX Driving School has put forward a new concept of learning to drive since its establishment. The traditional concept of mentoring has been completely abandoned here, and XX has established a brand-new teaching relationship with students.

3. Hardware facilities: super-large training ground to ensure the needs of students when learning to drive. At the same time, it can meet the needs of dealers to do activities to the greatest extent.

4. Honor: The driving school has not only won unanimous praise from the society and students, but also won the honorary titles of "Top Ten Driving Schools in the Capital", "Driving Schools Trusted by Consumers" and "Advanced Units Running Schools by Social Forces", and is well-known in Beijing for taking the lead in introducing five commitments to the society in the driving school industry.

In addition to the original perfect hardware facilities, we can also provide two 3×6-meter booths for our activities when holding activities, and the background of the booths is painted with Polaroid.

6. There are 7 bus routes in the city, which basically cover the main routes of all districts in the city. Including Dongcheng District, Xicheng District, Xuanwu District, Chongwen District, Fengtai District, Fangshan District, Daxing District, Shijingshan District and Haidian District.

The following are the main places where the seven lines pass. See the chart (attached figure) for the detailed routing table.

East Line Shuttle Sakura West Street → Dongcheng Registration Office → Yongdingmen → Training Ground

Hepingli → Shuangyushu → Balizhuang → Wukesong → the western shuttle bus and the north exit of the training ground.

Xinjiekou Gou zhongban shuttle Fuchengmen Admissions Office Gongzhufen Training Ground

Guangdong-Guangzhou line shuttles between Guangdong-Guangzhou road and Liuliqiao Li Nan training ground.

South Line Shuttle Yizhuang → Dahongmen → Muxiyuan → Training Ground

Yanshan Line Shuttle Yanshan-Fangshan-Liangxiang-Training Ground

Shijingshan Line Shuttle Training Ground-Qingta Community-Lugu Road East Exit-Bajiao West Street-Haite Garden West Gate

7. There are 26 independent registries and shared registries in this city. All these can serve your company's publicity very well.

Second, the analysis of the main target groups faced by driving schools

XX driving school has developed well for many years since it was registered in 1995. It has won the recognition of the students in the industry. Since the development of XX Driving School, it has basically trained 20,000 outstanding students for Beijing every year.

In order to better serve these students, our driving school established the XX Club.

Before making this plan for your company, the relevant personnel of our company conducted a detailed investigation and visit. We are now sorting out the information we have learned about this activity in order to better serve your company.

XX driving school students generally have the following characteristics:

1, high level of knowledge and culture.

Some students plan to buy a car in the near future. They usually buy a car soon after learning to drive.

3. The trainees are basically buying cars for the first time.

4. Students' income is generally divided into two grades: first-class and middle-class, but the middle-income group is the main one. This feature can be obtained from the information of students signing up for driving school. Generally, people with higher income apply for VIP classes, and the tuition fee is 8800 yuan.

They will make a more rational analysis when buying a car.

According to the news from Beijing Youth Daily, there is a big change in people buying cars this year: they don't buy cars for comparison. A considerable number of consumers buy cars according to their own family plans or personal plans. Some of them made plans to buy cars this year three years ago, most of which were made last year. Most consumers buy a car for a simple purpose, hoping to use the car instead of walking, improve their quality of life and work efficiency, and neither covet temporary needs, vanity or blind obedience. Need is the first purpose.

This change is a happy thing for XX cars and dialects. Although in the past, when XX was first listed, it played a national brand to let Chinese people support domestically-made cars, but some groups still felt that the most fatal "face" problem of Chinese people could not be satisfied. In our investigation, we also found the existence of this problem, but compared with the past, people are more rational and less vain when buying. Especially in the survey of our students, in fact, there are still some groups interested in XX cars.

Three. Analysis of your company.

Through the contact between the relevant personnel of our company and your company, we have a preliminary understanding of your company and a lot of understanding of the XX cars you operate.

Here's what we got:

1, XX Automobile Sales Center, a large-scale automobile trading enterprise and joint-stock company integrating automobile sales, exhibitions, maintenance and automobile clubs. Founded on July 20, 2000 with a registered capital of100000 yuan, it was established on the basis of Beijing Lianchuang Automobile Trading Co., Ltd.

2. "Being realistic, innovative and enterprising" is the persistent pursuit of XX people, and the sense of responsibility and mission urges the great cause of XX to keep moving towards faster, higher and stronger goals!

3.XX Auto Club Service

(1) Free door-to-door shuttle service and vehicle maintenance.

(2) Free reminder and remittance service

(3) Call the agent to remind him of the annual vehicle inspection.

(4) Free telephone to remind the agent to renew the vehicle insurance.

(5) Take care of vehicles on behalf of customers

(6) Free car wash service

(seven) to provide free technical advice.

4. In this activity, the following three models are mainly targeted. We have a preliminary understanding.

( 1) XX(MR6370X 1HJ)

This car is an improved American-Japanese series new car launched by XX Company after many technical improvements in response to the feedback requirements of most consumers.

Compared with the original car, this new car adopts the streamlined dashboard of the sports car, and with the seat configuration like color matching, the whole interior looks beautiful and harmonious, and feels comfortable.

In terms of configuration, the car is based on the original configuration of mid-range cars such as electric windows, electronically controlled rearview mirrors, power steering and central locking. The power performance is enhanced (the original 1.3 displacement engine is replaced by 1.5 liter), the top speed is1.70km, the fuel consumption per 100km is less than 5 liters, and the exhaust emission reaches the Euro II standard.

(2) XX

Model introduction: Youliou is equipped with MR479Q engine, with a displacement of 1.342 liters and a fuel consumption of less than 5 liters per 100 kilometers. Equipped with three-way catalytic purification device, the tail gas emission reaches Euro II standard. Youlio is equipped with power steering to make driving easier. Uniou is XX's car, which is higher than the pride series, and it is also suspected of imitating Mercedes-Benz in appearance.

The biggest selling point: the price is cheaper, and the appearance has the shadow of a luxury car, which satisfies the vanity of some people. At the same price, the space performance is more prominent, and the engine power and fuel consumption of Toyota 8A are not bad.

Relative deficiency: the imitation of appearance has no own characteristics, the production technology and quality are not good, and the comfortable driving experience needs to be greatly improved.

(3) XX

The fashionable XX pride 300 is an economical and practical car product, which is improved on the basis of XX pride. The brand-new interior creates a modern driving space, and the body adds fashionable colors such as apple, warm sand blue and environmental protection. Harmonious collocation makes the whole vehicle beautiful and harmonious, and the affinity and personality are vividly displayed.

Personalized seat collocation adds a warm and comfortable feeling to the interior space; Multidimensional seat adjustment system allows you to change the seat position at will, making your ride more comfortable. The fit clearance of each part of the car body is more reasonable. The sealing effect is further enhanced.

5. the price of 5.XX car

From 29999 to 59999 yuan

6. Positioning of 6.XX car

Since entering the China auto market by suicide, XX has maintained a pure "dark horse" posture. First, the unheard-of ultra-low price completely broke the price myth of China automobile, and fulfilled the automobile dream for many ordinary people in China in advance. Its ever-decreasing price has also caused headaches for many manufacturers of economical cars, and has also made XX a domestic car that is closest to those who love cars but are cash-strapped.

7. The first real color marketing company.

China's car market is still immature, but China's car consumers are very picky. Before this, some car companies have noticed the influence of color on consumers' car purchase, but it is the first XX car that really puts forward "color marketing".

conclusion

Through the following comparison and contact, we can clearly see that the students driving in XX are consistent with the buying groups in XX. I believe your company will get twice the result with half the effort by holding activities in XX driving school.

Fourth, the choice of time.

Considering the information of your company and industry, we offer the following suggestions. FYI

(1) in the middle and late April.

According to some exhibitions of the automobile industry in previous years, we can see that there are several advantages in the middle and late April:

One of the reasons: the emergence of new cars has greatly aroused people's desire to buy cars.

The second reason: the price of used cars is low enough, and the price is also a factor that affects people to buy cars anyway, and the low price is even more attractive.

The third reason: the weather in April is also more suitable for people to travel. In this mood, people are willing to choose more test drive activities, and people's active participation also stimulates people's car buying behavior from another angle.

The fourth reason: it is adjacent to the "May Day" Golden Week, but it can walk in front of other dealers.

(2) Use Saturday and Sunday

One of the reasons: from our company's understanding of driving schools, students learn to drive more on Saturday and Sunday than usual, which is conducive to more groups to participate in our activities.

The second reason: in the work week, the weekend is a time for everyone to relax, and the relaxed mood will also contribute to the reception of information.

(3) We suggest a one-month extension. (You can do it once a week)

One of the reasons: deepening publicity.

The first publicity is usually just a message transmission, and people will only have a general impression, but they need to follow the message transmission all the time in the later period.

The second reason: let consumers enhance their recognition of XX cars from the heart, instead of just thinking that we are engaged in a promotional activity.

Verb (short for verb) The purpose of the activity.

(1) Increase sales. This is the main purpose of our activities.

(2) improve visibility. One is to improve the status of XX models in the eyes of consumers, and the other is to enhance the popularity of XX Ye Wei Automobile Sales Center.

(3) Establish friendly relations with the target group.

Sixth, planning ideas.

When I made this plan, my first thought was to focus on the overall situation. I think in the whole automobile industry, or in other industries, "promotion" has been recognized by people in the industry as a favorable sales method, but not every promotion can achieve the expected results. In this way, we seek "novelty, novelty and uniqueness" in this planning.

In this activity, my mind always revolves around the question of "how to sell cars", but if I talk about it intuitively, consumption will definitely not be as you wish. So how can we attract them? What can we do better than other dealers?

I made this plan out of people's curiosity.

The audience performed around a theme: play with XX and invite you to play together;

Wait and see how patient you are;

Buy buy buys XX for you at the best price.

The whole activity is divided into three periods, that is, you can choose three Saturdays and three most popular days in a month. Conduct three activities in a row to attract people's attention and arouse people's curiosity.

The activity is carried out in the following four steps: playing with cars-testing (talking about cars)-selling cars.

Through the holding of three activities, people's participation psychology will be gradually mobilized. Wait until the last minute to sell the car.

Seven. Under the theme selection of each activity, we will carefully plan out the necessary interludes in the program.

Eight, media planning

During our activities, our company suggested that you make use of the media for publicity before, during and after the activities.

For the choice of media, our company suggests that your company has the following suggestions:

1, media selection:

Newspapers: Beijing Youth Daily, Beijing Evening News,

Outdoor: You can choose "shuttle bus from XX"

Leaflets: Make some beautiful leaflets, which can be distributed on the day of the event or at the driver registration office in Beijing.

Yi Labao (or X-shaped booth): put it at the registration offices of XX Driving School on the day of the event or before the event.

2. Advertising forms: hard advertising and soft advertising.

Nine, the cost budget (omitted)