New Fabia 全新晶锐 上市整合营销方案 Integrated Launch Marketing Plan New Fabia 全新晶锐 上市策略 Launch Communication Strategy 创意物料 Creative Materials Digital传播 Digital Platform Communication 上市会介绍 Launch Event 伴随NF改款上市，晶锐2015年销售目标较2014年提升80%。 By launching FABIA NF in 2015, support to achieve the sales target of increase FABIA sales volume by 81% 商业目标 Business Objective Data source: PR63.1 PO 市场挑战 Challenges The Reasons For Giving Up FABIA Product level) The Reasons For Giving Up FABIA Brand level) Data source: CPBD 2013.06 传播目标 Communication objective 扩大品牌知名度、锐化品牌形象， 在市场中逆势增长 大力宣扬品牌精神，创立更鲜明的形象 放大产品外观等独特卖点，并将其转化为利益点 Enhance FABIA brand to be a well-known brand with a sharp brand character to achieve a growth against a downward market trend: –Sharpen brand image with a clearer identity –Amplify the key differentiating selling point by demonstrating its benefit (esp. exterior design)