Bora Communication Plan Proposal 2002-08-10 A.BORA 2002 1st Half Year Communication Review 1. Brand communication strategy 2. Media publicity, PR events review  Brand introductory period Oct.2001-Dec.2001 Forceful brand concept popularizing period Jan.2002-Jun.2002 Theme: Controlling power, enjoying life Measures: ads, soft news, journalist , dealer events, expert drive test Object: Bringing out the concept of the new product and its position, focusing on its core concept and product features、 Time: Nov.2001 to Dec,9 2001 Theme: Dynamic Bora; Happy Bora Time Measures: ads, car exhibitions and test drive for consumers, PR events, soft pbulicity Object: forcefully spread and communicate out brand concept Time: Dec.9 2001 to Jun.2002 Theme: Driver’s car Measures: Ads, promotions, PR events, soft publicity Object: Penetrate into the life of target consumers, reflect the fun of driving Bora and the life style and mental state of target Bora consumers Time: July 2002 to Dec. 2002 Communication execution at different stages 1、 Brand Communication Strategy Brand concept consolidation Period July 2002 to Dec.31 2002 Bora car sales volume trend（2002.1-7） 0 1000 2000 3000 4000 5000 6000 7000 1 2 3 4 5 6 7 Jan. Feb. Mar. Apr. May Jun. Bora brand image, product configuration、function soft publicity Bora four city exhibition and test drive 7500km 1st maintenance ads Bora World Cup ads Bora World Cup event Power series print ads forecast TVC Teaser Power BORA series internet ads BORA Happy Time Series Print ads Bora Exhibition and Test Drive ads Bora 1.6L Launch informing ads Challenger Canto TVC Driver’s internet ads Praise canto Bora Coordination Series Internet ads Bora 1.6L Launch The 500,00th car(BORA) off-line celebration July