REBRANDING
A BRAND IS A PROMISE
REBRANDING INDUSTRY ANALYSIS
BRAND CHINA AUTO AS CHINA PROVES ITSELF TO BE AN IMPERATIVE ASSET TO THE AUTO INDUSTRY AND THE WORLD’S ECONOMY MANUFACTURERS NEED TO ENSURE THAT THEY ARE ALIGNING WITH CONSUMER EXPECTATIONS & DEMANDS
BRAND CHINA AUTO
CHINA AUTO
PRESENT
COMPETITION DISCRETIONARY INCOME DEMAND FOR NEW + TOP OF LINE PRODUCTS
CHINA AUTO
PRESENT
CHINA AUTO
PRESENT
CHINA AUTO
PRESENT
RIGHT NOW, SUCCESS IN! CHINA IS MORE A MATTER OF MARKET SHARE THAN PROFITABILITY
CHINA AUTO FOCUS ON THE FUTURE
• LARGEST AUTO MARKET IN THE WORLD, 2009. 62 MILLION REGISTERED CARS, BUSES, VANS, TRUCKS… EXPECT 200 M BY 2020 • THE AUTO SECTOR MARKS/REPRESENTS FOR THE CHINESE GOV’T ONE OF THE MOST IMPORTANT PILLARS OF ECONOMIC & TECHNOLOGICAL DEVELOPMENT IN THE COUNTRY •
CURRENT FOREIGN INVESTMENTS ARE AN INDICATION OF GLOBALISATION AND KEEN INTERNATIONAL COMPETITION •
CHINA IS A HIGH SAVINGS NATION
STRENGTHS
CHINA AUTO
• •
SATURATION IN TIER 1 CITIES
BRAND REPUTATIONS, PAST MISTAKES, & INTERNATIONAL ROOTS • •
LACK OF GOVERNMENT INCENTIVES, DISCONTINUED •
•
PRICING WARS
FOCUS ON SHORT-TERM GAINS
MANY COMPANIES CONTINUE TO INVEST IN THE LARGE GROWING MARKETS OF YESTERDAY WHILE OVER LOOKING THE FASTER GROWING MARKETS OF TOMORROW •
LOWER TIER CONSUMERS HAVE A GREATER PRICE SENSITIVITY, FOREIGN BRANDS ARE ASSOCIATED WITH BEING EXPENSIVE
WEAKNESSES
CHINA AUTO
•
CHINESE CONSUMERS ARE EXPERIENCING AN INCREASED AMOUNT OF DISCRETIONARY INCOME DUE TO RAPID URBANIZATION—DEMANDING LATEST & GREATEST PRDOUCTS . • NEWLY DEVELOPING TIER 2/3/4 CITIES ARE TURNING TO PRIVATE VEHICLE TRANSPORTATION DUE TO UNDERDEVELOPED PUBLIC TRANSIT SYSTEMS, CHANGING TRAVEL PATTERNS & INVESTMENT —NEED FOR EXTENSIVE DEALERSHIP & SERVICE NETWORKS : ACQUIRE EARLY PENETRATION • FOCUS ON DEALERSHIP & DISTRIBUTION NETWORKS, MOST INFLUENTIAL TOUCHPOINT OF CONSUMER PRODUCT INTERACTION & PURCHASE •
PLAN TO INCREASE SALES OF NEW ENERGY CARS TO 5% OF CHINA’S PASSENGER VEHICLE SALES IN NEXT 5 YEARS
OPPORTUNITIES
CHINA AUTO
• OVERCAPACITY—ROADS OF LARGE CITIES REPRESENT CONCENTRATION OF BUYING POWER FOR AUTOS. CITIES LIKE GUANGZHOU, BEIJING, SHENZHEN, & SHANGHAI ARE ALREADY HIGHLY CONGESTED • REGULATORY FEES SUCH AS ￥50,000 LICENCE PLATE FEE & INCREASED GOV’T CONTROL SUCH AS BEIJING’S LICENSE PLATE LOTTERY SYSTEM •
• HYPER COMPETITION LOCAL AUTO DEVELOPMENT— GOAL IN JV PROJECT: TO BUILD LOCAL AUTO INDUSTRY WHILE ATTAINING SKILLS + TECHNOLOGIES FROM FOREIGN MANUFACTURERS. NOW REACHING POINT OF DOMESTIC INDUSTRIAL PRODUCTION W/ SALES BACKED BY GOV’T.
THREATS
CHINA AUTO
REBRANDING SITUATIONAL ANALYSIS
BRANDING IS… USED TO DISTINGUISH A PRODUCT/SERVICE FROM COMPETITORS BY ESTABLISHING CERTAIN IMAGES IN THE PROSPECT’S MIND.
BRANDING IS…
PRODUCTS ARE LEADERS BECAUSE THEY ARE LEADING BRANDS.
COMPETITION
WHAT CONSUMERS SAY! VS.! WHAT THEY DO
COMPETITION
:
IMPORTANT FACTORS IN PURCHASING
REASONS FOR PURCHASING CURRENT VEHICLE
:
COMPETITION
REASONS TO PURCHASE CURRENT CAR
COMPETITION IMPORTANT FACTORS IN PURCHASING
COMPETITION
REASONS TO PURCHASE CURRENT CAR
COMPETITION IMPORTANT FACTORS IN PURCHASING
COMPETITION
REASONS TO PURCHASE CURRENT CAR
REBRANDING ISNT MERELY A MARKETING FUNCTION, BUT A COMPANY WIDE ENDEAVOUR.
REBRANDING BRAND ANALYSIS
BRANDING PEUGEOT CITROEN • Develop useful innovation focused on protecting the environment, enhancing comfort and improving safety; • Increase sales, in part through stepped-up international development • Secure profitable growth to finance capital investment from cash flow and remain independent
BRANDING PEUGEOT CITROEN HOW DO YOU PERCEIVE YOUR BRAND?
BRANDING PEUGEOT CITROEN HOW DO OTHERS PERCEIVE YOUR BRAND?
A BRAND IS NOT… WHAT YOU SAY, ! ITS WHAT OTHERS SAY ABOUT YOU
BRANDING PEUGEOT CITROEN “TOO ARROGANT TO INTRODUCE IT’S NEW TECHNOLOGY & LATEST CARS INTO THE MARKET” “FRENCH CARS DON’T BELONG TO THOSE WHAT ! PREMIUM ONES. OBVIOUSLY, NONE POPULAR SUPERIOR ARE! AUTOMOBILES AVALIABLE IN MARKET COME FROM FRANCE” CONSUMERS ! “SOME DEFECTS MAY EXIST IN DESIGN OF SAYING: FRENCH CAR, WHICH IS ALSO ONE OF ITS CHARACTERISTICS & SYMBOL”
BRANDING PEUGEOT CITROEN • COMFORTABLE • SUITABLE FOR FAMILY USAGE • MOSTLY HATCHBACK CARS • DELICATE • SAFE • PERSONALIZED • UNIQUE • EXCELLENT CHASSIS
• • • • • •
NOT PREMIUM MINOR NOT PRESENTABLE SMALL AUTO BODY LOTS MINOR PROBLEMS LACK OF ATTENTION TO DETAIL • ARROGANT
BRANDING CHANGE IT