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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

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