1、Integrated Marketing Plan ofHANKOOK TiresContents9. Suggestions1. Market analysisOverall trend：The national sales in 1998 totals 1.6 mil pieces, with 2.4%growth compared to year of 1997.The market potentialalso increases slightly. The demand structure continues changing and the competition is being

2、more intense.Private autos plays a more important role.In 1998, thetotal amount of private cars was 0.71 mil which took up45.51% among the total auto sales.Personal consumptionincrease of tires is obvious.In Beijing, the number ofprivate cars grew 8 times between 1992 and 1995.1. Market analysisComp

3、etitive overviewSome foreign and JV brands are still in their early stage: focus on the design of POP and outdoor exhibition. The major competition comes from thebrand image instead of the actual profits.It can bededucted that the real competition hasnt arrived yet.Shuangqian and huili, two shanghai

4、-made brands lead the national market with its stable quality, vast distribution and long history. They are not only theprofit-winners, but has very goodbrand images.The competition goes deeper and wider which includes the price, service and construction ofdistribution channels.All brands haventdiff

5、erentiated their unique brand images yet among highly competitive clutters .2. Target ConsumersTaxiCivil autos Cargo autosPassenger transport autosTarget Consumers Tires are tools of making fortune. The lowest cost is the eventual demand. Work day and night to make living. Regard himself as ordinary

6、 workers without technology advantages. The short-term behavior is serious. Sometimes even use worn tires. Price is a major consideration.Target ConsumersTheir understanding to the veins are mostly restricted to the difference of bigger and smaller, deeper and more shallow. The detail of veins is me

7、aningless and no one would choose different tires for different roads.They began to care about the quality of the raw material of tires and had some own criteria to judgethe tires,i.e, touch the surface to see if it is glossy orpinch the tire to see if it is hardTarget ConsumersThe core requirement

8、of taxi drivers,Durability and better priceTarget ConsumersBackground： Civil autos drivers, civil autos man-in-charge, auto management staff of government Have high criteria and wide source of information on tires Especially in Beijing, the structure of organizations is quite comprehensive. Many peo

9、ple have the authority to influence the management of cars.Target ConsumersTarget ConsumersDecision-making process：When tires are half worn, changes are to be made. Generally, 50 thousand kilometers is a reference-line.Most buying decisions are made by drivers, The points of purchase are stable.Batc

10、h purchase is determined by both drivers and buyers. Drivers name the brand and buyers determine the POP.If anything allows, imported brands are preferred.Target ConsumersThe core requirement of Civil autos,Safety, also consider personal discountTarget ConsumersBackground:Overload is occasional.Due

11、to the long-distance travel experience, cargo autosdrivers generally have richer knowledge on tires. They also have the opportunities to use different brands.They confront the most problems on tires.Target ConsumersDurability - For the short-distance travel, one-year durability is demanded. For the

12、long journey, half a year is preferred.They have specific requirements to the endurance of tires.They began to notice the usage of veins of tires.Often coming across various accidents, they dont have a clear impression of negative parts of tires they used.Target ConsumersDecision-making process：Move

13、 the front tires to rear and only change new onesaftertotally worn.The words of colleagues are the most important, and then with the recommendation of dealers.They dont have an idea about brand.The core requirement of Cargo autos,Durability and guaranteed qualityTarget ConsumersBackground：Sensitive

14、about priceThe long-distance transportation requires better durability of tires.Target ConsumersDurability,time length as their criteria, also have an ideaabout kilometersThey will use renovated tires out of the consideration of costSensitive about priceTarget ConsumersDecision-making process：Keep u

15、sing until the veins are totally worn.No stable points of purchase. For long-distance drivers, they often designate brands they are familiar with.The core requirement of passenger transport autos,Durability and reliable qualityKUMHOshuangqianKUMHOshuangqianHow to satisfy the core demand of consumers

16、?Civil autos safety,also consider personal discountTaxidurability and better priceCargo autos Durability and guaranteed qualityPassenger transportation autos Durability and reliable qualitydependable quality and price4. Brand positioningHe is an professional engineer with international tires product

17、ion. About 35 years old, all his life was devoted to the quality improvement of tires. He knows how to design different tires to adapt to the various needs ofdifferent automobiles.He is more familiar with thesituation in China and believes in quality and service. Additionally, he is ambitious for th

18、e success and looks forward to perfection.How to convey the characteristics of HANKOOK to consumers and induce their trial?Target consumersDealers cooperationRetail and batch purchaseService CenterSupport to brand7. Media PlanContents Target Audience Definition Media Objective Media Strategy Buying

19、Tactics Other Buying Considerations Media FlowchartTarget Audience DefinitionThey are drivers, dealers, and many more.Primary target: drivers, age between 25 55 Secondary target: male, age between 25-55Media ObjectiveFormulation of MediaStrategyChief Considerations:Bursting Pattern (Seasonality)Cate

20、gory Spending by month / 98 99( TV+NP )Focus onsummerBursting Pattern (Seasonality) Special periods - i.e, policy change Media Mix / Media attaining higherreachreach Media Mix / the most-often seenmedia2.48.42.19.83.2 Media Mix / CPM Index Comparison Media Mix / Recommendation1. Outdoor2. Radio3. TV

21、4. NP5. MagazineMedia RankingTarget Reach vsFrequencymarketsPrioritize all markets based on following factors,T I E R 1T I E RT I E RGuangdong,Liaoning,Shandong, Beijing,Jiangsu, ZhejiangBuying Tactics Achieve the highest reach through each monthly plan Relate HANKOOK closely to the programs and articles featuring racing and limousine introduction to elevate the brand imageBuying Tactics / TV Rating TrendCPRP(cost per rating point) should be also consideredBuying Tactics / OutdoorCoPnsepircucoeuspletvieol nof.7.2.4.2.3Other BuyingConsiderationsOther BuyingConsiderationsOther