PEUGEOT ANNIVERSARY
Concept 05.03.10
© Copyright 2010 www.82.co.nz
PEUGEOT BRAND
© Copyright 2010 www.82.co.nz
We’ve Got History... With the launch of the new brand and positioning for 2010 and beyond, activity should be centred around new connections to the brand in ways that excite new customers and arouse pride in existing customers. Peugeots bicentennial will be engaging to a New Zealand audience that are not familiar with brands that have strong heritage, and with that in mind one of the key events Wax recommend is to create a ‘Pop-up Shop’ to tell the Peugeot story, to build credibility and elevate interest in the brand. The Peugeot ‘Pop-up Shop’ would engage, excite and allow all people to experience Peugeot. A Pop-up Shop is a customised space set up in a high foot traffic area. It is a mix of exhibition and retail. It stimulates all the senses. It is a snapshot of the brand and an experience of real objects, moving image, digital interaction, installations, sound, smells, tastes and merchandise.
© Copyright 2010 www.82.co.nz
PEUGEOT FAMILY
© Copyright 2010 www.82.co.nz
Across the Country... Dealership showroom ‘mini Pop-up Shop’ - real pieces of Peugeot history to tell the story through to present to Peugeot owners. Peugeot owner accessory demonstrations i.e. roof-rack fitting, encouraging existing owners to enhance their own Peugeot.
© Copyright 2010 www.82.co.nz
Pride in my Peugeot... Peugeot owners ‘Pride’ workshop at their dealership centre, conducted by Peugeot Technicians with a focus towards sustainable vehicle ownership & maintenance delivered in an informative personal style. • Include relevant technical points of difference tailored to the attending owners current Peugeot, i.e. “Did you know that your 2000 Peugeot 607 was the first car in the world to be equipped with a standard HDi diesel engine with a particle filter? Which means ..” • Simple, sustainable owner maintenance i.e. tyre pressures (nitrogen filled?), removal of excessive weight etc Peugeot owners that attend the ‘Pride’ workshop would automatically have their Peugeot booked in for a complimentary 30 minute ‘Clear Conscience Check’ - Allowing dealership centres to build service relationships & maintenance opportunities.
© Copyright 2010 www.82.co.nz
Join in & Celebrate... Peugeot owners ‘Pride Picnic’ - celebrate & enjoy Peugeot Ownership. • Peugeot Picnic hamper for each owner which could include; exclusive 200 Anniversary owner giveaways, french bread, cheese, Evian water & map to picnic destination • Picnic destination to be a winery • Pre-registration for Pride Picnic activities (with Peugeot prizes), which could be;
Grape Squashing Coffee Grinding Peugeot Bike rides
Peugeot owners would be encouraged to bring their families & cameras!
© Copyright 2010 www.82.co.nz
PEUGEOT FAMILY
Campaign
Target Audience All current Peugeot owners
Objective Involve Peugeot owners in a celebration & ownership experience, by emotionally re-engaging current Peugeot owners with the brand, their dealership centre - Which will build dealership service relationships, create service & accessory sales and builds dealership trust.
Execution Owner invitation would be communicated via direct mail with a call to action to confirm attendance online via registration for Peugeot Anniversary activities & celebrations. The Pride Picnic would lead this communication as it would emotionally engage owners participation with they key being to structure the event with compulsory participation in the Pride Ownership Workshop activities to ensure maximum opportunity to engage owner servicing & maintenance relationships.
Timing TBC
Partners 82
Budget Suggested $150,000 Dealership contribution towards local costs and customer attendance
Š Copyright 2010 www.82.co.nz
bulletin # : 000 Date : 19 November 2009 to : dealer principles, sales & service managers
Service Communiqué
Peugeot Summer Service Campaign - 2009 Ladies & Gentlemen, We have taken the opportunity with summer upon us to develop a strategic summer service campaign offer to increase service opportunities throughout this period. We require your participation, support & feedback to ensure we can measure the success of this campaign.
‘Drive in. Cool off. Drive out.’ Campaign Offer
Deluxe Air-Conditioning Service
Campaign Period
December 1st 2009 - 28th February 2010
Campaign Audience
D. M. to Peugeot owners within the 5 - 10 year vehicle age bracket (visual attached)
Other service customers that you can offer the service to when they are booked for other service or maintenance
Campaign Elements
In centre service counter card & service poster (visual attached)
Service ‘Check-list’ mirror hanger (visual attached)
Campaign Technical
Allocated time to complete this service is 30 minutes
Check & record vehicle cabin temperature with air-conditioning at low & high fan speed
Check & record air-conditioning system pressure
Visually inspect & record air-conditioning hoses & components for tension & wear
Clean air-conditioning system using approved Peugeot Tecnic Treatment Conditioner
Specify & explain to the customer any required maintenance for the air-conditioning system
Dealer Participation •
Peugeot Tecnic Treatment Conditioner will be invoiced for services throughout this campaign at a discounted price to the dealer network of $21.00 + GST (recommended dealer price $ ???) Part number#
•
Upon a customer booking & paying for the service the dealer service team is required to complete the service ‘Check-List’ supplied & ensure that the customers invoice number is recorded for the customer to redeem their 6 months After-Care roadside assistance offer.
•
Dealer cost for the 6 months After-Care roadside assistance will be $19.00 + GST which will be invoiced upon customer redemption.
•
Dealer to invoice this campaign service to the customer at $145.00 Inclusive of GST.
•
All campaign creative, production & elements will be supplied to you at no cost.
Scott Bruhns After sales manager Sime Darby Automobiles NZ Ltd
bulletin # : 000 Date : 19 November 2009
Service CommuniquĂŠ
to : dealer principles, sales & service managers
Peugeot Summer Service Campaign - 2009
peugeot.co.nz
Drive in. Cool off. Drive out. If undeliv er Peugeot ed, please retu rn NZ Ltd, PO Box to: 1234, Au cklan
d, New
Zealand
000000
Mr And rew Sm ith 00 Stree t Name Suburb City, Po stcode
Hi Andre
w
Stay a in you s cool as y ou r Peu geot th look Before yo is sum u hit the me se ro
r rvice, fo r just $1 ad this summer bo check of 45. While yo you wai ok a deluxe air t, our te condition condition ur air condition am ing system ing ing treatm , includin will complete a ent, whi Plus 5-point g a Peug ch elimin when yo eo ates odou t Tecnic u book an you’ll re rs , germs d pay fo ceiv and bact r your se valued at e 6 months of eria. rvice be Peug $45 to ke fore 28 ep you ru eot After-Care Fe Visit ww 24 nn /7 roadsid bruary 2010 ing smoo w.peuge e thly in 20 assistanc ot.co.nz 10. e to book at your nearest Peugeot centre.
Direct Mail Piece to Customer Database
bulletin # : 000 Date : 19 November 2009
Service Communiqué
to : dealer principles, sales & service managers
Peugeot Summer Service Campaign - 2009
Cool. Check.
Air Conditioning Check Sheet
l Cabin Temperature
Ideal temperature for your vehicle is
Your cabin temperature is
Your cabin temperature is
n ºC
n n ºC fan high ºC fan low
l Air Conditioning System Pressure
Ideal system pressure for your vehicle is
Your pressure reading is
n tbc
n tbc
l Check hoses & components for tension and/or wear l Peugeot Tecnic Conditioner Any recommended maintenance l Yes l No Recommendations
Call 0800 PEUGEOT and quote the Invoice number below to validate your Peugeot After-Care offer. Invoice number
peugeot.co.nz
peugeot.co.nz
Service Check List
Peugeot Tecnic Conditioning Treatment
bulletin # : 000 Date : 19 November 2009 to : dealer principles, sales & service managers
Service CommuniquĂŠ
Peugeot Summer Service Campaign - 2009
Drive in. Cool off. Drive out. Stay as cool as you look in your Peugeot this summer Before you hit the road this summer book a deluxe air conditioning service, for just $145. While you wait, our team will complete a 5-point check of your air conditioning system, including a Peugeot Tecnic conditioning treatment, which eliminates odours, germs and bacteria. PLUS when you book and pay for your service before 28 February 2010 you’ll receive 6 months of Peugeot After-Care 24/7 roadside assistance valued at $45 to keep you running smoothly in 2010.
Book yours here today.
Service Centre Counter Card
bulletin # : 000 Date : 19 November 2009
Service CommuniquĂŠ
to : dealer principles, sales & service managers
Peugeot Summer Service Campaign - 2009
Drive in. Cool off. Drive out. Deluxe Air Conditioning Service $ .00
145
receive 6 months Peugeot After-Care valued at $45 when you book and pay for your service before 28 February 2010.
PLUS
Book yours here today.
Service Centre Poster
After Sales Service Strategy 2010-2011
Contents
1.1
Key Directions
1.2
Key Brand Objectives
1.3
Key Dealer Objectives
1.4
Key Distributor Objectives
1.5
Process
1.6
Strategy
1.7
Timelines
After Sales Strategy 2010-2011
1.1 Key Directions
» Focus on communicating trust, value & support to Peugeot owners specific to vehicle servicing with authorised Peugeot centres
» Plan & develop measurable campaigns to achieve conquest or retention of Peugeot owners around scheduled servicing & maintenance
» Position Peugeot centers as the best value scheduled service option for Peugeot owners
» Improve & strengthen existing relationships in the B2B sector » Research & develop a dedicated channel in which to communicate service value
After Sales Service Strategy 2010-2011
1.2 Key Brand Objectives
1. Business to business Genuine Peugeot Parts
Build & maintain the promotion of Peugeot Genuine Parts within the Trade/B2B sector
Core Tasks » Review previous communications & offers in the Trade/B2B sector » Develop & agree communication/campaigns in-line with budget & sales objectives
2. Engage Insurance Sector
Create market opportunity by promoting Peugeot Genuine Parts
Core Tasks » Identify & agree insurance companies which present the best potential opportunity » Develop & agree communications & promotion in-line with budget
After Sales Strategy 2010-2011
1.3 Key Dealer Objectives 1. Peugeot Service Reminders
Maintain the required Peugeot brand standards & keep them coming back!
Core Tasks » Review previous reminder communications & revise where appropriate » Develop a consistent reminder programme with dealer contribution to cost » Implement & maintain reminder programme
2. Distributor Driven Service Campaigns
Market by model to achieve service conquest customers, return Peugeot owners
to Peugeot Service Centres
Core Tasks » Review Peugeot Owner database (4 - 10 year carpark) & evaluate service opportunities » Develop & agree communication & campaigns to create optimum service opportunities which can be measured
After Sales Strategy 2010-2011
1.4 Key Distributor Objectives
1. Maintain & Build Peugeot After-Care Programme
Engage more Peugeot Owners to participate & join Peugeot After-Care Programme
Core Tasks » Review previous communications & offers » Develop & agree communication/campaigns in-line with budget
2. Peugeot Service Menu Pricing
Implement & roll-out Peugeot Service Menu Pricing
Core Tasks » Research & development to agree menu structure at all levels required (brand, distributor, dealer) » Evaluate website requirements & integration » Develop & agree launch timeline, communication & campaigns in-line with budget
After Sales Strategy 2010-2011
1.5 Process
» Research & development of systems, integration & costs » Agreement of elements, timing & budgets » Development of partners, timeline & dealer integration » Commence development in-line with agreed timeline » Support programme with agreed & scheduled marketing communications
After Sales Strategy 2010-2011
1.6 Communication Style peugeot.co.nz
Drive in. Cool off. Drive out.
Drive in. Cool off. Drive out.
Direct Mail Piece to Customer Database
Deluxe Air Conditioning Service $ .00
129
Air Co n Check ditioning Sheet
Cool. Check.
l CABIN TEM
PERAT URE bin tem perature Your ca for you bin tem r vehicle perature is 10ºC is AIR C ºC ONDIT IO NING S Ideal sy YSTEM stem pre PRESSU ssure fo RE You r your ve r system hicle is pressure 8 bar reading is Check bar hoses & compon Peuge e n ts for tensi ot Tecn on and/o ic Cond itioning r wear Treatm Any reco ent mmend ed main tenance Recomm Yes endations No
l
Ideal ca
receive 6 months Peugeot After-Care valued at $45 when you book and pay for your service before 28 February 2010. PLUS
Book yours here today.
n
n
l l
l
Call 080 0 below to PEUGEOT an d qu validate your Pe ote the Invoic e ugeot A Invoice nu fter-Car number mber e offer.
Service Centre Poster
l
Drive in. Cool off. Drive out. Stay as cool as you look in your Peugeot this summer
Before you hit the road this summer book a deluxe air conditioni ng service, for just $129 . While you wait, our team will complete a 5-point check of your air cond itioning system, includ ing a Peugeot Tecnic cond itioning treatment, which eliminates odours, germ s and bacteria. PLUS when you book and pay for your servic e before 28 February 2010 you’ll receive 6 mont hs of Peugeot After-Care 24/7 roadside assistance value d at $45 to keep you runni ng smoothly in 2010.
peugeo
peugeot.co.nz
t.co.nz Book yours here tod
ay.
Service Check List
After Sales Strategy 2010 -2011
Service Centre Counter Card
1.7 Timeline BUSINESS TO BUSINESS
Channel
Budget
Actual
ACTIVITY 2009
ACTIVITY 2010
DEC 7 14 21 28
1
8 15 22
7 14 21 28
JULY 5 12 19 26
AUG 2
9 16 23
SEPT
OCT
6 13 20 27
4
MAY
JUNE
NOV
11 18 25
1
8 15 22
DEC 6 13 20
Labour Day 25th Oct
APR
10 17 26
JUNE Queens Birthday 7th June
MARCH
3
Anzac Day 25th April
FEB
MAY
5 12 19 26 Easter Monday 5th April
CORPORATE NETWORK BUILDING Create market opportunities with core insurance agents/companies
JAN
8 15 22
APR Good Friday 2nd April
$10,000
DEC
MARCH
Waitangi Day 6th February
DEVELOPMENT OF CORPORATE IDENTITY / PANEL INDUSTRY Development & design of Repair Network collateral
Actual
Auckland Anniversary 1st Feb
Budget
1
11 18 25 Wellington Anniversary 25th Jan
Channel
4
Southland Anniversary 18th Jan
INSURANCE BUSINESS OPPORTUNITIES
FEB
New Years & Day After 1st/2nd Jan
Xmas & Boxing Day 25th/26th Dec
$20,000 REVIEW EXISTING B TO B COMMUNICATION Review Direct Mail communication Various
JAN
JULY
AUG
SEPT
OCT
NOV
DEC
DRAFT
SCHOOL SUMMER HOLIDAYS
After-Sales Brand Strategy 2010-2011
SCHOOL HOLIDAYS
SCHOOL HOLIDAYS
SCHOOL HOLIDAYS
1.7 Timeline SCHEDULED SERVICE REMINDERS
Channel
Budget
Actual
ACTIVITY 2009
ACTIVITY 2010
DEC 7 14 21 28
4
1
11 18 25
MARCH 8 15 22
1
8 15 22
APR
MAY
5 12 19 26
3
10 17 26
JUNE 7 14 21 28
JULY 5 12 19 26
AUG 2
9 16 23
SEPT
OCT
6 13 20 27
4
NOV
11 18 25
1
8 15 22
DEC 6 13 20
Labour Day 25th Oct
Queens Birthday 7th June
Anzac Day 25th April
Easter Monday 5th April
Good Friday 2nd April
Waitangi Day 6th February
Auckland Anniversary 1st Feb
Wellington Anniversary 25th Jan
Southland Anniversary 18th Jan
FEB
New Years & Day After 1st/2nd Jan
REDESIGN OF SERVICE REMINDERS Design concepts for Dealer Conference presentation Mid-February Q1
Xmas & Boxing Day 25th/26th Dec
REVIEW EXISTING SCHEDULED SERVICING COMMUNICATION Review Direct Mail communication Wax
JAN
Wax
DISTRIBUTOR / DEALER COST SHARE STRUCTURE Development of Scheduled Servicing Cost Share Programme Mid-February Q1 Wax & Peugeot SCHEDULED SERVICING ROLLOUT Finalisation of Scheduled Servicing design Implementation of database acquisition Finalisation of commencement date
DM
DISTRIBUTOR DRIVEN SERVICE CAMPAIGNS
Channel
Budget
SUMMER AIR-CONDITIONING CAMPAIGN Direct Mail to 4 - 10 year Peugeot car-park (7,763)
DM/In-centre
$10-12,000
RUNNING SMOOTH CAMPAIGN Direct Mail to all Peugeot owners
DM/In-centre
$10-12,000
WINTER CAMPAIGN Direct Mail to 4 - 10 year Peugeot car-park (7,763)
DM/In-centre
$10-12,000
ACCESSORIES PACK CAMPAIGN Direct Mail to targeted model variant
DM/In-centre
$10-12,000
SUMMER AIR-CONDITIONING CAMPAIGN Direct Mail to all Peugeot owners
DM/In-centre
$10-12,000
Actual
DEC
JAN
SCHOOL SUMMER HOLIDAYS
After-Sales Dealer Strategy 2010-2011
DRAFT
FEB
MARCH
APR
MAY
JUNE
JULY
SCHOOL HOLIDAYS
AUG
SEPT
OCT
SCHOOL HOLIDAYS
NOV
DEC
SCHOOL HOLIDAYS
1.7 Timeline PEUGEOT AFTER-CARE
Channel
Budget
Actual
ACTIVITY 2009
ACTIVITY 2010
DEC 7 14 21 28
3
10 17 26
7 14 21 28
JULY 5 12 19 26
AUG 2
9 16 23
SEPT
OCT
6 13 20 27
4
NOV
11 18 25
1
8 15 22
DEC 6 13 20
Labour Day 25th Oct
Budget
5 12 19 26
JUNE
Queens Birthday 7th June
Channel
PEUGEOT SCHEDULED SERVICING
8 15 22
MAY
Anzac Day 25th April
$TBC
1
Easter Monday 5th April
Online
PEUGEOT SERVICE MENU BOOKING Development & implementation of Virtual Menu Service Booking
8 15 22
APR
Good Friday 2nd April
Budget
MARCH
Waitangi Day 6th February
Channel
PEUGEOT MENU BOOKING
Auckland Anniversary 1st Feb
$10-12,000
1
11 18 25 Wellington Anniversary 25th Jan
DM/Online
4
Southland Anniversary 18th Jan
PEUGEOT AFTER CARE MEMBER DRIVE Direct Mail to 4 - 10 year Peugeot car-park (7,763)
FEB
New Years & Day After 1st/2nd Jan
$10-12,000
Xmas & Boxing Day 25th/26th Dec
REVIEW EXISTING WARRANTY COMPLETION COMMUNICATION Review Direct Mail communication (First Assistance) DM
JAN
Actual
DEC
JAN
FEB
MARCH
APR
MAY
JUNE
JULY
AUG
SEPT
OCT
NOV
DEC
Actual
DEC
JAN
FEB
MARCH
APR
MAY
JUNE
JULY
AUG
SEPT
OCT
NOV
DEC
PEUGEOT SCHEDULED SERVICING COMMUNICATION Research & development of in-centre servicing information guide for customers In-Centre
DRAFT
$TBC
SCHOOL SUMMER HOLIDAYS
After-Sales Distributor Strategy 2010-2011
SCHOOL HOLIDAYS
SCHOOL HOLIDAYS
SCHOOL HOLIDAYS