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IntegratedMarketingPlanofHANKOOKTiresDSBAdvertisingMar1999Contents9.Suggestions1.Marketanalysis2.Targetconsumers3.Productpositioning4.Brandpositioning5.Keypointsintheprocessofmarketing6.Integratedmarketingstrategy7.Mediaplan8.Promotionplans1.Marketanalysis

Overalltrend：Thenationalsalesin1998totals1.6milpieces,with2.4%growthcomparedtoyearof1997.Themarketpotentialalsoincreasesslightly.Thedemandstructurecontinueschangingandthecompetitionisbeingmoreintense.Privateautosplaysamoreimportantrole.In1998,thetotalamountofprivatecarswas0.71milwhichtookup45.51%amongthetotalautosales.Personalconsumptionincreaseoftiresisobvious.InBeijing,thenumberofprivatecarsgrew8timesbetween1992and1995.

CompetitiveoverviewSomeforeignandJVbrandsarestillintheirearlystage:focusonthedesignofPOPandoutdoorexhibition.Themajorcompetitioncomesfromthebrandimageinsteadoftheactualprofits.Itcanbedeductedthattherealcompetitionhasn’tarrivedyet.Shuangqianandhuili,twoshanghai-madebrandsleadthenationalmarketwithitsstablequality,vastdistributionandlonghistory.Theyarenotonlytheprofit-winners,buthasverygoodbrandimages.1.Marketanalysis

Areadifferencesdoexistduetothegeographyandclimate.Forinstance,thecompetitorsinChongqing(mountainarea)aredifferentfromthoseinWuhanandHefei(flatlands).

Thecompleteproductlinewithdifferentfeaturesisthepremisetoparticipateinthenationalmarket.Aswefoundthroughrelativeresearch,somebrandslikeGoodyearandKUMHOinputalotincommunications,butwithslightfeedback.Itcanbedeductedthattheresponseoftiremarketiscomparativelyslow.Thestrengthandpatienceisrequired.1.Marketanalysis

Thecompetitiongoesdeeperandwiderwhichincludestheprice,serviceandconstructionofdistributionchannels.Allbrandshaven’tdifferentiatedtheiruniquebrandimagesyetamonghighlycompetitiveclutters.

Theoriginally-equippedtiresstillhavestrongimpactonconsumers.SantanawithHuiliandXialiwithSanjiao.Theregionalismisextremelyobvious.1.Marketanalysis

2.TargetConsumersTaxiCivilautosCargoautosPassengertransportautosTargetConsumersTiresaretoolsofmakingfortune.Thelowestcostistheeventualdemand.Workdayandnighttomakeliving.Regardhimselfasordinaryworkerswithouttechnologyadvantages.Theshort-termbehaviorisserious.Sometimesevenuseworntires.Priceisamajorconsideration.Taxi

Durabilityisthemostimportantconcernandthenumberofkilometersistheircriterionofmakingjudgement.Theirmeasurements：

Nocrack,nosplitandnoupheavalaretheirbasicrequirements.

Theyaregreatlyinfluencedbyprice.Sometimes,eventenyuancanaffecttheirfinalchoice.TargetConsumersTaxiTheirunderstandingtotheveinsaremostlyrestrictedtothedifferenceofbiggerandsmaller,deeperandmoreshallow.Thedetailofveinsismeaninglessandnoonewouldchoosedifferenttiresfordifferentroads.Theybegantocareaboutthequalityoftherawmaterialoftiresandhadsomeowncriteriatojudgethetires,i.e,touchthesurfacetoseeifitisglossyorpinchthetiretoseeifitishardTargetConsumersTaxiDecision-makingprocess：Movethefronttirestorearandonlychangenewonesaftertotallyworn.Thewordsofcolleaguesarethemostimportant,andthenwiththerecommendationofdealers.

Brandequityisnotapparentamongtiresconsumers.Theydon’thaveafirmbelieftowardsacertainbrand.Thehabitofusingcurrentororiginally-equippedbrandsisobvious.TargetConsumersTaxiThecorerequirementoftaxidrivers,DurabilityandbetterpriceTargetConsumersTaxiBackground：Civilautosdrivers,civilautosman-in-charge,automanagementstaffofgovernmentHavehighcriteriaandwidesourceofinformationontiresEspeciallyinBeijing,thestructureoforganizationsisquitecomprehensive.Manypeoplehavetheauthoritytoinfluencethemanagementofcars.TargetConsumersCivilautos

SafetyOtherrequirementslikeelasticity,anti-slipperyderivedfromthesafetyIt’sveryimportanttochooseagoodbrand.Goodbrandmustrepresentthereliablequality.Pricedoesn’taffecttoomuchifit’sreasonable.Theirmeasurements：TargetConsumersCivilautosDecision-makingprocess：Whentiresarehalfworn,changesaretobemade.Generally,50thousandkilometersisareference-line.Mostbuyingdecisionsaremadebydrivers,Thepointsofpurchasearestable.Batchpurchaseisdeterminedbybothdriversandbuyers.DriversnamethebrandandbuyersdeterminethePOP.Ifanythingallows,importedbrandsarepreferred.TargetConsumersCivilautosThecorerequirementofCivilautos,Safety,alsoconsiderpersonaldiscountTargetConsumersCivilautos

Background:Overloadisoccasional.Duetothelong-distancetravelexperience,cargoautosdriversgenerallyhavericherknowledgeontires.Theyalsohavetheopportunitiestousedifferentbrands.Theyconfrontthemostproblemsontires.TargetConsumersCargoautosDurability-Fortheshort-distancetravel,one-yeardurabilityisdemanded.Forthelongjourney,halfayearispreferred.Theyhavespecificrequirementstotheenduranceoftires.Theybegantonoticetheusageofveinsoftires.Oftencomingacrossvariousaccidents,theydon’thaveaclearimpressionofnegativepartsoftirestheyused.Theirmeasurements：TargetConsumersCargoautosDecision-makingprocess：Movethefronttirestorearandonlychangenewonesaftertotallyworn.Thewordsofcolleaguesarethemostimportant,andthenwiththerecommendationofdealers.Theydon’thaveanideaaboutbrand.TargetConsumersCargoautos

ThecorerequirementofCargoautos,DurabilityandguaranteedqualityTargetConsumersCargoautosBackground：SensitiveaboutpriceThelong-distancetransportationrequiresbetterdurabilityoftires.TargetConsumersPassengertransportautosDurability,timelengthastheircriteria,alsohaveanideaaboutkilometersTheywilluserenovatedtiresoutoftheconsiderationofcostSensitiveaboutpriceTheirmeasurements,TargetConsumersPassengertransportautosDecision-makingprocess：Keepusinguntiltheveinsaretotallyworn.Nostablepointsofpurchase.Forlong-distancedrivers,theyoftendesignatebrandstheyarefamiliarwith.TargetConsumersPassengertransportautosThecorerequirementofpassengertransportautos,DurabilityandreliablequalityTargetConsumersPassengertransportautosBrandpositionamongconsumersHighPriceQualityhuilishuangqianKUMHOHankookGoodyearMichellinHighPriceQualityhuilishuangqianKUMHOHankookGoodyearMichellinBrandpositionamongconsumersHowtosatisfythecoredemandofconsumers?TaxidurabilityandbetterpricePassengertransportationautosDurabilityandreliablequalityCivilautossafety,alsoconsiderpersonaldiscountCargoautosDurabilityandguaranteedqualitydependablequalityandpricedependablequalityandpriceCompetitors：MichellinHuiliKUMHOShuangqianConsumers:Taxi--durabilityandbetterpriceCivilautossafety,alsoconsiderpersonaldiscountCargoautosDurabilityandguaranteedqualityPassengertransportationautosDurabilityandreliablequalitySelfadvantages:globally-renownedtiremanufacturercompleteproductline3.Productpositioning4.BrandpositioningHeisanprofessionalengineerwithinternationaltiresproduction.About35yearsold,allhislifewasdevotedtothequalityimprovementoftires.Heknowshowtodesigndifferenttirestoadapttothevariousneedsofdifferentautomobiles.HeismorefamiliarwiththesituationinChinaandbelievesinqualityandservice.Additionally,heisambitiousforthesuccessandlooksforwardtoperfection.GoalEnhancethebrandequityandreliabilityGoalInducetrialdependablequalityandpriceValuePriceIt’smorepracticaltochooseHankookSOVSOMDirectionFocusonthebrandstrengthandquality.Expandthedistri-butionchannelswiththesupportofmassmedia.Encourageconsumerstohavetrial.ExpandthemarketshareonthebasisofgoodpublicpraiseDirectionTVNPPosterRDBillboardTrialprizeexchangeoldwithnewexchangenewwithnewpresentsMeansMeans

Thepurchaseoftiresisheavilyinfluencedbyusers’habit.Agoodbrandoftiresistheoutcomeofutilization.Thebetterthequality,themorepublicpraise.Thecurrentusersarekeptandthenewuserswillhavetrialduetothepublicpraise.Moreconsumers,highersalesvolume.5.KeypointsintheprocessofmarketingHowtoconveythecharacteristicsofHANKOOKtoconsumersandinducetheirtrial?6.IntegratedmarketingstrategyTaskstobeachieved：DifferentiateHANKOOKwithotherbrandswithitsuniquebrandimage，quicklyelevatethebrandawareness，setupaffinityandgoodrelationswithconsumersanddealersIn1999,themaingoalistocompletetheimagedifferentiationandin2000,theproductfeatureswillbefocusedonthebasisofthegoodbrandimage.FeaturethestrengthandthespiritsofHANKOOKPermeateHigh-price,medium-priceandlow-pricemarketsBuildasgoodbrandimageasMichelinandGoodyearTakemarketsharefromHuiliandshuangqianwithreliablequalitydependablequalityandpriceMajormediaOutdoorPOPServicecenterTVRadioNP/MagazineTVsponsorBusAdBillboardLightboxposterbulletinexhibitionshelvespromotionpresentsexhibitionregularpartiesbetweendriversusertrack6.IntegratedmarketingstrategyEnhancethebrandimageandbuildthereliabilityEnhancevisualimpact,increasefrequencyBoostuptheconfidenceofdealers,creategoodbuyingenvironmentApproachtheconsumersandsetuptheconsumersarchiveHANKOOKServiceCenterThecloserelationshipbetweenmanufacturersanddealerswillbestableafterlong-timemanagement.ServiceCenterDealers’cooperationSupporttobrandTargetconsumersRetailandbatchpurchaseForenterprisesconcerningitsbrandimage,salesispartiallyservice.Servicecenteristhepromiseofgoodqualityandservice.HANKOOKservicecenterhasgoodservicetofulfilitscommitments.Thedecorationandstaffqualityofservicecenterbothreflectthebrandandenterpriseimage.Beforetheproductsaresold,reliabilityhavebeensoldalready.

ValueofHANKOOKServiceCenterTheuseofHANKOOKservicecenterThebestplacetopresentthebrandimageandthestrengthoftheenterprise.Insomeareaswithsufficientterms,servicecenterscanbetransformedtodirect-sellinglocations.ShortenthedistancebetweenHankookandconsumersSolveconsumers’problemsandsetuptheirbrandloyaltyAvoidtheimitationsPreventthedisorderedpriceOfferthebestprice7.MediaPlanContentsTargetAudienceDefinitionMediaObjectiveMediaStrategyBuyingTacticsOtherBuyingConsiderationsMediaFlowchartTargetAudienceDefinitionTheyaredrivers,dealers,andmanymore...Primarytarget:drivers,agebetween25-55Secondarytarget:male,agebetween25-55

MediaObjectiveFocusonbuildingmaximumreachInducetrialMakeconsumersawareofthecharacteristicsandbrandimageofHANKOOKtire.

FormulationofMediaStrategy1Burstingpattern(seasonality)2Mediamix3Targetreachvsfrequency4RegionalityChiefConsiderations:BurstingPattern(Seasonality)RMB’0000CategorySpendingbymonth/98-99(TV+NP)FocusonsummerSource:X&LBurstingPattern(Seasonality)Peaksalesseason-summer(June-August)Investonemonthearliertopreemptcompetitors’activities(May-July)

Specialperiods-i.e,policychange

MediaMix/MediaattaininghigherreachCinemaMonthlyTVOutdoorRadioWeeklyHighreachLowreachHighperceptionLowperceptionDailyMediaMix/themost-oftenseenmedia（Targetaudience：shanghai，drivers25-55)(universe:130,000sample:24449）viewershipSource:CMMS98MediaMix/CPMIndexComparison（Targetaudience：shanghai，drivers25-55)(universe:130,000sample:24449）Source:CMMS98INDEXMediaMix/Recommendation1.Outdoor2.Radio3.TV4.NP5.MagazineMediaRankingTargetReachvsFrequencyPrinciples:-Achievemaximumreach-Frequencyalsorequiredinsomekeymarkets

NOTES:Evennoadvertisershavethatsufficientbudgettobothachievehighreachandfrequency!TargetReach%GRPs1+Reach3+ReachAppropriateGRPlevelintier-1marketsAppropriateGRPlevelintier-2marketssource：CSMratingperiod:Aug98-Feb99TargetReachvsFrequency（Targetaudience：male25-55universe:5,630,000)RegionalityMarketPotentialNo.ofautomobiles（Buses,taxi,trucks）Annulno.ofpassengersAnnulno.oftransportationCompetitiveActionAdvertisingexpense（TV&NP）Prioritizeallmarketsbasedonfollowingfactors,RegionalitySource:Chinastatisticalyearbook98,X<IER1TIER２TIER３RegionalityFocusonthetier-1markets

Guangdong,Liaoning,Shandong,Beijing,Jiangsu,ZhejiangTier-1

Remarks:Themarketprioritizationderivedfromtheanalysisofautosnumber,mediaexpendituresandotherfactors.Themarketingconsiderationsarenotincluded.BuyingTacticsOverallTacticsAchievethehighestreachthrougheachmonthlyplanRelateHANKOOKcloselytotheprogramsandarticlesfeaturingracingandlimousine-introductiontoelevatethebrandimageBuyingTactics/TVRatingTrend

（Targetaudience：shanghai，male25-55)(universe:5,630,000)Rating%CPRP(costperratingpoint)shouldbealsoconsideredSource:CSMBuyingTactics/OutdoorPerceptionSource:CMMS98Conspicuouslevelofdifferentoutdoortypes（Targetaudience：shanghai，drivers25-55)(universe:130,000sample:24449）viewershipOtherBuyingConsiderationsTVSponsorsomeprogramswithsteadilyhighratingtosubstitutetheregularbuyingforsavingbudget

CooperatewithmediatoproducespecificprogramsintroducingHANKOOKanditsproducts-varietyshows,ZhuhaiF-1racingsponsor,etcNPSoftAdCreativeformats-makeadsmoreeye-catchingandarousereaders’interestMoving,special-sizedandothercreativeoutdoorads(subjecttothegovernmentapproval)OutdoorRadioTrafficandmusicprogramsThelocationsmustbescatteredtoattainhigherreachPeaktrafficandmusictimeOtherBuyingConsiderationsInteractiveprogramsIntheareaswithmanycompetitors’ads,uselessbutmuchlargersizeHighwayMagazineProfessionalmagazinesSoftAdsOtherBuyingConsiderations(alsoberecommendedduetoitspopularityandauthorityamongtargetconsumers)Creativeformat-productlogoatthetopcornerofeachpage,folder,etcMediaFlowchartin1999BudgetSplit8.PromotionPlansSubject, Goodcarswithgoodtires,Happyparties ThefreegiftsfromHANKOOKContents,Select20brandsofautomobilesonthebasisofHANKOOK’sproductlineandthesituationofeachcity.200tiresareprovidedtoeverycityasfreegifts.Eventsbeginatthepredeterminedplaceandtime,andendoncenotiresareavailable.8.PromotionPlansSubject, 1999long-lastinghappiness the“Tai”broughtbyHANKOOKContents,Select20keycitiesand1000pointsofpurchasewithexcellentproductsexhibitionandPOPdecoration.Total100,000“Safetysouvenir”willbegivenasfreegiftswhichconveytheHANKOOKmessageandbestwishestodrivers.8.PromotionPlansSubject, SupportingHANKOOK’sdealersContents,Setupthedatabaseofdealerandmailthemwiththe<HANKOOKautomobilesnewsflash>regularly.Themaincontentsofthenewsflashincludethesalesskills,maintenanceknowledge,newsofHANKOOKandotherpromotionactivities..9.Suggestions1“Breakupthewholeintopartsandmakebreakthroughinkeypoints”

Takeprivatecarsandtaxiasthemajorconsumerssource.

MakebreakthroughinsomekeymarketsSelectmarketswithgoodsalesrecordin98orgoodsalespotentialascoreareas.

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