gwm overseas new product launching event guideline great ... · the new vehicle launching event is...

Great Wall C50

Launching Event Guideline

Dear GWM distributor friends，

As GWM’s first passenger car equipped with turbo

engine, Great Wall C50 has been widely recognized by

customers thanks to its dynamic appearance and luxury

configuration since its launch at Guangzhou International

Automobile Exhibition.

Great Wall C50 is one of the most important new vehicle

models launched in 2013. Meanwhile, it will be a hit

product for GWM to expand overseas markets. Given that

the new vehicle launching event is the best way to transmit

new vehicle information to the general public through

press media, we demand all overseas distributors to carry

out the launching event. Aiming to help distributors better understand the

product positioning and features of Great Wall C50, launch

the new product with the support of local media resources

and achieve better sales performance, we hereby compiled

the Launching Ceremony Guideline for Great Wall C50. We

hope you can make a good study on this guideline. Your

cooperation on this regard will be highly appreciated!

Wish you a successful new car launching event!

12 CRM Management

13 Public Relations

Xing Wenlin

General Manager of International Trade Division

Vice President of Great Wall Motors

14-15 Launching Events

GWM Overseas

New Product Launching Event Guideline

7-11 Advertisement

1-6 Product Highlights

1

Great Wall C50 Launching Event Guideline

Product Highlights

1、Exterior

Dimensions (mm)

Front—Fashionable & elegant front face, full of energy and feeling of speed

Head Lamp:

Fashionable crystal drill cylinder style head

lamp w/ height adjustable and

follow-me-home function

Full Size

Length: 4650mm

Wheel base: 2700mm

The biggest size in the same sector

It brings driving & riding comfort

Rear-View Mirror:

Multifunctional electric rear-view mirror

electrically controlled lens angle

“T” Identification Label:

“T” identification label which means Turbo, located at the central grille fully accentuates

its dynamical properties

2


Product Highlights

Back—Full and thick shape, integrating luxury Euro design elements

Lateral -Streamlined design brings fashionable and dynamic feelings

High Level Brake Lamp:

Effectively prevent or diminish

end-collision accidents

Chrome-plated sporty dual

exhaust pipe:

Powerful w/ strong visual

impact

Courtesy lamp: Red-laser courtesy lamp w/C50 label highlights its high quality

Wheel hub:

16’Alum-alloy wheel hub,

fashionable and sporty, durable, light

weight and quick heat dispelling

3


Product Highlights

2、Interior

Sporty Interior

Abundant Storage Space

4-way adjustable steering

wheel with cruise and

sound control

Piano lacquer central console

●Front door storage box ● Center Console ● Glove box ● Glasses box

●车前门储物盒

● Front cup holder ●Rear central armrest ● Front armrest case ●Luggage compartment

4


Product Highlights

3、Engine

Turbo engine—— the first 1.5T small-displacement engine in China

●High Efficiency, Low Consumption, Outstanding Performance

The first 1.5T VVT inter-cooling

engine, with Max Power up to

98kw, which is better than 1.8L

and 2.0L NA engine, and the

integrated fuel consumption is

7.3L/100km.

●Advanced Technology

VVT, mute timing chain, all-alum

cylinder block, supercharged,

inter-cooling, with the Turbo

system supplied by SMTC,

reliable

●Low-carbon & Environmentally

Friendly

Through control of precise fuel

injection time, injection pressure

and volume power increases by

30% compared with

non-supercharged engine.

Meantime, emission decreases and

reach Euro V emmision standard.

5


Product Highlights

4、Competitors Comparison

We make comparison among the 4 models for your reference as

below: Great Wall C50, Chevrolet Cruze, Hyundai Elantra and Kia

Cerato, through which C50’s advantages are fully accentuated.

Dimension Advantage

Vehicle body is lengthened, thus delivering a good passing capacity

Table of Comparison on Vehicle Dimensions of Main Competitors:

Power Advantage

Great Wall C50 is powered by world leading technology of 1.5 T small

displacement turbo engines, which is superior than 1.8 L / 2.0 L naturally

aspirated power level with high efficiency, low consumption.

Table of Comparison on Engine Type of Main Competitors：


Model C50 Elantra Cruze Cerato

L（mm） 4650 4545 4598 4500

W（mm） 1775 1725 1797 1735

H（mm） 1455 1425 1477 1470

Wheelbase（mm） 2700 2610 2685 2610

Min. Ground Clearance（mm） 170 160 125 160

Model C50 Elantra Cruze Cerato

Displacement 1.5T 1.6L 1.5L 1.8L 1.6L 1.8L

6


Product Highlights

Configuration Advantage

Great Wall 50 has wide varieties of configurations that the other

competitors do not have.

Intelligent Cruise Control System

Front Seats w/ Electric Heating Function

The seats are composed of quality leather,

which feels comfortable. Front heating seats

bring driving comfort and safe driving &

riding experience.

TPMS

Show each tire pressure in real time. In case of

flat tire, too high or low tire pressure, make

alarm to prevent accidents from occurrence, and

enhance driving safety. Also, avoid abnormal tire

wear, and reduce use cost.

Chrome-plated dual exhaust pipes

Powerful w/ strong visual impact

According to the resistance on various road

conditions, adjust fuel delivery and engine

RPM automatically, in order to save fuel

and realize constant speed in the most

fuel-efficient mode.

7


Advertisement

1、 Overall Positioning & Direction

Brand Positioning

Enterprise Positioning China’s Largest SUV and Pickup

Manufacturer

Great Wall Brand Positioning A Chinese brand that leads with

quality

Brand Core Value

Enterprise Positioning Focus Dedication Specialization

Great Wall Brand Positioning Quality wins trust

2、Key Points on Advertisement Space Standard

Essential Elements (globally unified)

Enterprise LOGO and standard combination + Great Wall Brand

Positioning + Great Wall Brand Core Value

Changeable Elements (can be changed for different countries but

must follow the essential elements)

Advertisement and innovative activities suitable for the local market

+ media mix strategy suitable for the local market

Forbidden Elements (forbidden to appear)

Advertisement highlighting “cheap product” (such as white

background ads) + misuse of enterprise and category VI + break the

brand communication bottom line (cheap product) + break the

national law and regulation and national belief or vulgarity

8


Advertisement

3、Media communication strategy

Make selective media launch strategy based on production

positioning ad target customer, to support terminal launch activity

and sales; the following points are suggestions to the distributor for

new product launch:

Warm-up advertisement shall be made at least 1 month in advance

Warm up by new product launch, customer participation, new model

test drive etc, to draw the attention of the customer and create

suspense and finally realize the advertisement effect.

The warm-up advertising shall firstly select popular media, such as TV,

outdoor, internet media etc; newspaper, magazine, radio etc can also

be selected according to the local actual situation. At least two

different media shall be used.

The media shall firstly select automotive media and comprehensive

media;

The launch activity shall invite mainstream automotive media and try

to provide test drive ground for the journalists.

上 After launching, PR communication shall be made with the media

and press release shall be continued.

Appendix I: Great Wall C50 Primary Vision

9


Advertisement

4、Communication Execution Specific Analysis

Stage Item Description

Warm-up

Stage

Official

Website of the

Distributor

New product pictures shall be launched on

the official website homepage of the

distributor as banner 1 month prior.

Information as “New product launch, please

pay attention” etc shall be made at the

apparent position of the homepage

Warm-up

advertising

Select at least two types of media

The media shall be popular with extensive

spread

Create suspense to draw attention

The launch activity shall plan for customer

participation and use advertising to draw the

attention of the customer; the advertising

shall select popular media with better

customer involvement, such as internet,

newspaper, social media etc.

For the activity for customer participation, a

special website shall be constructed if

necessary

10

Press release

for warm-up

Prepare launch warm-up releases one month

in advance and send to the media with good

daily PR communication

The releases shall avoid large range or

extensive information spread, which could

cause media information fatigue and lower

the interest and attention.

Launching

Stage

Advertisement

on the Official

website of the

Distributor

Finish the advertising for new products

upload and update, the new products shall

be emphasized on the homepage.

Launch

advertisement

Launch advertisement shall select at least 4

types of medias.

The basic spread information such as

product buying point, prices, distributor

information etc. shall be conveyed in the

advertisement.

In accordance with different advertisement

characteristics, the advertisement shall be

linked to the distributor official network if

necessary.

Launch Media

For markets with social media transmission,

the product launch activities shall be spread

by media in the first time.

Media spread for activities shall invite mainly

automotive type and comprehensive type.

11

Media invitation shall firstly be the national

famous media and consider the local media

in key sales regions.

Prepare the digital version or paper news

release, pictures, video, product brochure etc

in advance and give to the media at the spot.

In launch campaign, media test drive and

interview make media to get the information

with strong scene feeling, interactivity and

more contents.

After

launching

Continuous

advertising

Advertising shall continue for at least 2-3

months after launching, to ensure the

consistence. Four different type of media

shall be used.

Continuous

media

communication

According to market performance, Product

Highlights etc, deliver press releases

irregularly to ensure continuous attention.

Keep active in the inter-action on the social

media for continuous advertising

12


Customer Relationship Management

Target customer

1、Basic information

Sex and age

Male mainly, between 26 and 40.

occupation

Management, civil servant, small business owners and so on, within

steady income

family structure

Income over average level, family and work use, improve life quality.

2、Consumer motivation

Price, practical, pay more attention to self-owned brand high cost

performance.

safety: focus on safety and relative equipments

Cost: sensitive about cost.

Performance: Looking forward to advance high technology and

reliable performance.

l

Appendix II: Great Wall C50 Introduction Brochure

（3 months before the launching ceremony, deliver Great Wall C50 introduction

brochure to current vehicle owners.）

13


Public Relation

1、Media activity

Year of 2013 Great Wall C50 Debut (may by Motor Show), key cities

(specific date to be determined)

Year of 2013 Great Wall C50 Launch conference, key cities (specific date

to be determined)

Year of 2013 Great Wall C50 testing drive, key cities (specific date to be

determined)

2、News Releases

Appendix Ⅲ:《Great Wall C50 – Opening up Advanced Power of

Family Cars》

3、Media Invitation

The Invited media to the conference site requires no less than 20, which

should cover domestic mainstream automotive professional media,

followed by lifestyle and information categories etc.

4、Media Interview

The interview of Product experts (such as internal trainers) should

delivery clear and complete products characteristics to customers

The interview of car owners in accordance with the product’s

positioning

The interview of car owners who always participate in love project.

14


Distributors Releases

1、 Activity Date

The specific date will be determined according to product schedule and

market situation.

2、Customer Invitation

Based on Great Wall C50 "Target Customer Group" and combine with the

local market characteristics, the distributors shall pick out suitable sales

leads and seek opportunities to cooperate with other brands to develop

more potential customers. Quantity is the secondary to the invited

customers’ quality and it is recommended to invite 60-80 people. The

key point is to make every customer to be cared in a very relaxed

atmosphere and fully aware of the Great Wall C50 glamour.

3、Activity Process

18:00-18:30 Customers sign in and watch the enterprise introduction

video/enterprise introduction items

18:30-18:35 General Manager/Sales Manager gives welcome address

18:35-18:40 The host announces the opening.

18:40-18:45 Play product introduction video--Great Wall C50

18:45-18:48 Unveil the new car--Great Wall C50

18:48-18:58 Product Introduction—Great Wall C50

18:58-19:30 Buffet dinner

18:58-19:30 Entertaining performance for the dinner

15


Distributors Releases

4、Activity Innovation

Innovative New Model Unveiling Ceremony

① Wedding Ball: Put the new car into

the wedding ball and detonate it, new

car debut. Create a mysterious

atmosphere for the attendees.

② Laser Dance: In the booth sides of the new car,

two dancers were dancing, then the laser changes

gradually and projects onto the car, in the laser

light, accompying light of lamps and flame at the

site, the new car unveils.

Dynamic Launch: Choose a street, set product display area and

performance testing area; the product display area introduces the new

car in the form of LED or print ads and the performance testing area

shows the new car’s performance in various road conditions. Media and

spectators take the tour car slowly moving in the street and the

instructors will introduce and explain in details.

The end

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