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E-class Retail competition - Coggle Diagram
E-class Retail competition
0. Purpose
:red_flag:
Encourage retail to prepare e-class launch
Push retail marketing actively support sales activity
Retail activity inline with WH communication timeline and focus
1. Activity we want to push ?
New car launch deco and consumer communication
Test-drive
Test-drive route for customer
Car feature highlight
Other creative approach in retail ?
(MBtw can chip-in ?)
2. KPI for evaluation
What KPI is ? :question:
Quantified (70%)
Car appreciation in showroom
Test Drive activity
The material for SC to inform
his potential customer
For existing MB customer
Upgrader
Competitor owner
The way to get customer feedback on E-class
The way to valuate the performance for themselves ? (Showroom traffic ? Order intake ? Test-drive rate ?
Qualified (30%) :question:
Communication plan : physical & digital way
Support given for SC
By
dealership
or outlet ? :question:
who is the evaluator :question:
Oliver, SO, Marketing
3. Rewards
No. of winners ?
at least 2, possible 1 for CMI, 1 for IDP, ? how to set based on dealer scope :question:
What items as rewards ?
Purse for sales team + Marketing (How many people in sales team + MK team ? :question:
SC : 10 Welcome pack
MK people : exclusive race track experience in Nov
Company : Additional E test-drive or E 63 static display for showroom from Event team resource :question:
Who can be rewarded ? ( Sales dept, including backoffice
Award for participation ? ( E class giveaway)
參加規則的公布或winner公布可以以創意點嗎?
SO opinion ?
KPI ?
Showroom activity
如何激發經銷商的競爭 ? :question:
Current issue
Can't know the retail plan per current cooperation with retail
what can they do and what can't ?
What can MBTw marketing provide support for retail ?
How much budget do we need ? :question:
short clips
Test drive route & quick guide
How to make the rule guideline more different rather than before
Giveaway design and offer for free
Timeline
Competition proposal internal align (SO) (27-Aug)
Preliminary communication plan (28-Aug)
Competition guideline (Mid-Sep)
E-class retail material ( end-Sep)
Dealer submit proposal ( early Oct)
dealer closing report ( End of Oct)
Announce result ( Mid-Nov)