1、China Driving Life-Innovating Automobile Marketing Methods in ChinaFAW-Volkswagen Driving Schools Channel Marketing ProposalMay 2013 AccuratelyTargeting13MillionNewDriversNationwideAdvantages of Driving School Media AdvertisingThe New Jetta Brand AnalysisDriving School Channel Sales SuggestionsAbout2、 China Driving LifeTable of Contents Driving School Channel Environmental AnalysisIntroduction of Driving Lifes Media AssetsAccuratelyTargeting13MillionNewDriversNationwideThe Hub of Automotive IndustryThe Hub of Automotive IndustryThe Marketing Value of The Marketing Value of Driving SchoolsDriving3、 SchoolsThe Significance of Driving The Significance of Driving SchoolsSchoolsDriving schools are societys required avenue on the way to purchasing a vehicle.They output a steady stream of new drivers and vehicle buyers.Driving schools represent an essential captive audience(students)and an importan4、t battleground for winning future market opportunities.How to precisely lock onto the target customer base.How to select industry strategic strongholds that will be key to winning the battle.Precisely Targeting New DriversAdvantages of Driving School Media AdvertisingAccuratelyTargeting13MillionNewD5、riversNationwideCar OwnersNew DriversNew BuyersIn driving schoolGraduatingLicenseeResearch shows，23.2%buy a car within 3 months of acquiring a drivers license,29%more buy a car within 1 year。Cross-section analysis of China Office of Vehicle Administration data shows the same numbers to be 24.1%(with6、in 3 mos.)，and32.1%(within 1 year)。Advantages of Driving School Media AdvertisingAggregation of 13 million new driversSegmentation of 13 Million New DriversSource：ChinaDrivingLifeAug-Sep2012ChineseNewDriverPurchasingHabitsStudy(3rdAnnual).“NewDriverPurchasingHabits,”beganin2011.AccuratelyTargeting137、MillionNewDriversNationwideThe Problem of Automotive Industry Marketing1.1.Sales channel is limited,sales Sales channel is limited,sales method is passivemethod is passive2.2.MediaMedia is complex,advertising is complex,advertising suffers from information deluge,suffers from information deluge,effe8、ctive rate is low,difficult to effective rate is low,difficult to find potential buyersfind potential buyers3.3.Due to changes in consumer Due to changes in consumer buying habits,buying habits,the ROI of the ROI of traditional media advertisement traditional media advertisement has declined,has dec9、lined,and the effectiveness and the effectiveness of broadcast advertising is difficult of broadcast advertising is difficult to measureto measure、4.4.Product differentiation narrows Product differentiation narrows daily,and competition intensifiesdaily,and competition intensifiesAdvantages of Drivi10、ng School Media AdvertisingThe Value of China Driving Life Channels1.Precise targeting of potential buyers,helping the manufacturer to take the initiative2.Captive audience,and multiple media methods for influencing the buyer3.Measurable ROI,decreasing waste in advertising spending4.Etc.AccuratelyTa11、rgeting13MillionNewDriversNationwideEvident Difference in Value vs.Broadcast AdvertisingTraditional MediaDriving School MediaBuyersLock-onNurtureExcitementPurchasePublicSearchRetentionShotgunApproachEtc.Advantages of Driving School Media AdvertisingWhether inside or outside of the driving school,bef12、ore or after Whether inside or outside of the driving school,before or after graduation,driving school media can accurately target and graduation,driving school media can accurately target and continually influence the potential buyer.continually influence the potential buyer.AccuratelyTargeting13Mi13、llionNewDriversNationwideIncrease the speed ofthe buying decision for the hot groupPush forward thecar-buying decisionof the normal groupInfluence the car-buying plansof the cold groupCold GroupCold GroupHot GroupHot GroupNormal GroupNormal GroupInfluencing the Decisions of New Drivers Advantages of14、 Driving School Media AdvertisingAccuratelyTargeting13MillionNewDriversNationwidePath of InfluenceEntering Driving SchoolEntering Driving SchoolTrainingTrainingGraduationGraduationReceiving Learning MaterialReceiving LicenseTraffic Laws Parking Practice On-road Practice-Receiving materials-Traffic L15、aws-Punching time-cards-Receiving licenseParking PracticeMock On-road PracticeTraffic Laws：Completed in the classroomParking,On-road practice：School building（time-card room）-after punching the time-card、students go to the training site,then back to the time-card room again.CafeteriaImplanting the Br16、andImplanting the Brand,Stimulating Purchase DecisionsImplanting the BrandAdvantages of Driving School Media AdvertisingAccuratelyTargeting13MillionNewDriversNationwideBased on the strategy selected,we will continually instill the brand,and stimulate purchasing decisions.Driving School MediaStatic A17、utomobile DisplaysPromotional MaterialsDatabase Marketing(text message and multimedia messages)Active Test-drive Opportunities42135RecognizeKnowUnderstandPurchaseRealizing the GoalAttract to Showroom6 Advantages of Driving School Media AdvertisingAccuratelyTargeting13MillionNewDriversNationwideStage18、LocationStudent PsychologyMedia Contact PointGoal of AdvertisingEnrollmentEnrollmentIndoorsLow level of knowledge of automobilesAutomobile selection based on friends recommendations,and automobile appearanceAttraction,cars on the street,etc.Poster Media“The Driving Bible”First impression,reinforcing19、 impressions,establish basic brand recognitionTrainingDriving LawsClassroomActively obtaining information on automobilesPath to information:advertisements,internet forums,automotive professionals recommendations,etc.Biggest unfulfilled wish is to personally experience driving the automobileOutdoor a20、dvertisingPoster mediaRest kiosks“The Driving Bible”Text messages and multimedia messagesIn-school automobile displays and test-drive opportunities The impact of high-frequency advertising,gradually brings the brand and advertised model into the consideration of the car buyerParking PracticePunch ti21、me-cardsPractice on-siteLunch in cafeteriaPractice on-sitePunch time-cardsMock on-roadReal on-roadNighttime on-road testGraduationReceive licenseIndoorsPersonally experience driving the car modelsGraduation gift envelope“The Driving Bible”Provide in-store deep experience and exclusive offers,attract22、 to the store(showroom)After graduationPractice with driving coach、car-shopping,etc.The most suitable priceText messages and multimedia messagesPublic relations work with driving coachesProvide exclusive offers,to stimulate purchasesRealizing the Aim of Brand AdvertisingAdvantages of Driving School 23、Media AdvertisingAccuratelyTargeting13MillionNewDriversNationwideAdvantages of Driving School Media AdvertisingThe New Jetta Brand AnalysisDriving School Channel Sales SuggestionsAbout China Driving LifeTable of Contents Driving School Channel Environmental AnalysisIntroduction of Driving Lifes Medi24、a AssetsAccuratelyTargeting13MillionNewDriversNationwide New JettaNew JettaPrice Range：80,000-100,000 RMBClass：Compact carFeatures：Good handling,high-performance drivingNew Jetta features：The appearance is more youthful,fashionable,and dynamic,showing characteristics of stability and fortitude.Rugge25、d durability,reliability,and economic sensibility.Car scene“evergreen”March 2013 To MarketThe New Jetta Brand AnalysisAccuratelyTargeting13MillionNewDriversNationwideAdvantages of Driving School Media AdvertisingThe New Jetta Brand AnalysisDriving School Channel Sales SuggestionsAbout China Driving 26、LifeTable of Contents Driving School Channel Environmental AnalysisIntroduction of Driving Lifes Media AssetsAccuratelyTargeting13MillionNewDriversNationwidePlanned car type to purchase-a match!（Jetta:compact car）In driving schools,new drivers planned car type to purchase：compact cars hold the highe27、st share,35%。Source：China Driving Life Aug-Sep 2012 China New Drivers Purchasing Habits Study Driving School Channel Environmental AnalysisPlannedCarTypeforPurchase-%ofNewDriversCompactcarLargecar/luxurycarSportscarAlternativeenergyvehiclesSmallcarMid-sizecarMid-large/mid-high-levelsedansMinicarSUVM28、PVMid-large/mid-high-levelsedansMostInterestedinPurchasingHaveConsideredAccuratelyTargeting13MillionNewDriversNationwideSource：China Driving Life Aug-Sep 2012 China New Drivers Purchasing Habits Study（3rd Annual），“New Drivers Purchasing Habits Study”began in 2011。Planned country of origin of car to 29、purchase a match!（Jetta:German car）In driving schools,new drivers are most interested in German cars.Driving School Channel Environmental AnalysisGermanyDosenotmatterElseFranceKoreaAmericaChinaJapanPlannedcountry-of-manufacturetobuy-newdriversOverallFirst-tiercitiesSecond-tiercitiesThird-tiercitiesB30、ornin60sBornin70sBornin80sBornin90sAccuratelyTargeting13MillionNewDriversNationwide Source：China Driving Life Aug-Sep 2012 China New Drivers Purchasing Habits Study（3rd Annual），“New Drivers Purchasing Habits Study”began in 2011。Target Price Range a match!（Jettas price is within the planned price ran31、ge of new drivers）In driving schools,new drivers are most interested in cars from 80,000-200,000 RMB.Driving School Channel Environmental AnalysisNewDriversPlannedPurchasePriceSegmentationPlannedPurchasePricePlannedPurchasePriceforSecond-handCarsUnit:10,000RMBAccuratelyTargeting13MillionNewDriversNa32、tionwideDuring the learning process32.2%Paying extensive attention to automobile information24.1%Looking for the brand and model I like25.8%Comparing different car models11.6%Already decided which models I likeWithin 3 months of graduating8.9%15%16.1%50.7%Percent of students and 3-month graduates wi33、th car purchasing behavior:：62.3%The learning process at driving schools represents the very best car brand cultivation period.Source：China Driving Life Aug-Sep 2012 China New Drivers Consumption Habits Study(3rd Annual),“New Drivers Consumption Habits Study”began in 2011Timing of Car Purchase Drivi34、ng School Channel Environmental AnalysisAccuratelyTargeting13MillionNewDriversNationwide1 12 23 34 45 5Purchase timing：驾The learning period in driving schools is the best time for cultivating automobile brands.Captive audience provides an advantageous opportunity for instilling the brand：In driving 35、schools,Jetta is used most as a practice vehicle.As a result,new drivers build a more favorable impression of Jetta.Price range a match：New Jettas price range is within the planned price range of new drivers in driving schools.PurchasePurchaseLets summarize：Captive audience,intensive media environme36、nt with target audience,a high-quality opportunity for instilling the New Jetta brand,converting directly into sales。Car type a match：In driving schools,new drivers interest in the compact car type is the highest.Country of origin a match：In driving schools,new drivers are most interested in German 37、cars.Driving School Channel Environmental AnalysisAccuratelyTargeting13MillionNewDriversNationwideSource：China Driving Life,Driving Schools On-site SurveyIn a survey of driving schools in provincial capitals,Jetta occupies the dominant share of practice vehicles.Driving school students are mainly fi38、rst-time car buyers.They are most interested in durable and reliable cars,and they receive an important first impression of the good handling of the Jetta.Driving School Channel Environmental AnalysisAccuratelyTargeting13MillionNewDriversNationwideAdvantages of Driving School Media AdvertisingThe Ne39、w Jetta Brand AnalysisDriving School Channel Sales SuggestionsAbout China Driving LifeTable of Contents Driving School Channel Environmental AnalysisIntroduction of Driving Lifes Media AssetsAccuratelyTargeting13MillionNewDriversNationwideDriving School Channel Sales SuggestionsSTRENGTHSWEAKNESSESOP40、PORTUNITIESTHREATSSWOTStrong handling,durable and reliable,moderate price range,it is the first choice of beginning driversVery good brand instillationThe majority of practice vehicles used are Jettas,so students are able to familiarize with the Jetta driving experienceAttractiveness to new drivers 41、that are most demanding of beautiful and fashionable appearance may not be enough；The old Jettas interior has an older appearance,it may affect the overall desirability of the Jetta.A good match with the desired car type,nationality,and price range of new driversNew Jettas appearance is more fashion42、able and dynamic,it can influence target customers.The impression of the old Jetta is deep-rooted.It will require a certain amount of channel communication to cultivate the new brand with the target audience.New JettaSWOT AnalysisAccuratelyTargeting13MillionNewDriversNationwideStrategy and MethodsNe43、w Jetta promotional ads,for a focused push of the New Jettas fashionable appearance，to change new driversprior understanding of Jettas appearance.Outdoor billboardsRest kiosks Brand-new,handsome exteriorFramed postersText,multimedia messagesPromote static automobile displays and test-drive experienc44、es，seamless coverage of all areas new driver audience.New Jetta comes closer“The Driving Bible”Graduation gift envelopeMultimedia CD Focused introduction of New Jettas performance upgrades（features,safety,interior)。Provide certificates to promote sales,for example:customers can bring“The Driving Bib45、le”for free test-drive.The logical choiceStatic Car Displays and Test-drive Opportunities Discount CardsClassroom Promotions The New Jetta comes to the driving school,allowing new drivers close contact with the New Jetta.Collect potential buyer information,attract buyers to the store,effectively inc46、rease the rate of buying decisions.Close contact and purchaseMediaMediaMediaMediaDriving School Channel Sales SuggestionsAccuratelyTargeting13MillionNewDriversNationwideReceive materialsDriving LawsPunch time-cardsReceive licenseParking PracticeMock On-road PracticeCafeteriaOutdoor BillboardOutdoor 47、BillboardPosters,Posters,“The Driving Bible,The Driving Bible,”Multimedia Multimedia CD,CD,Classroom PromotionsClassroom PromotionsRest kiosk,Outdor BillboardRest kiosk,Outdor BillboardSchool EntranceTime-card room,cafeteria,classroom buildingPractice SitesGraduation Gift EnvelopeText/Multimedia Mes48、sagesStudents and graduatesPlazaStatic car display,test-drive opportunity,discount card方法轨迹Driving School Channel Sales SuggestionsAccuratelyTargeting13MillionNewDriversNationwideProposed Investment A：Cities：40Driving Schools：71Media：billboards 70,rest kiosks-60、posters 185,text messages and multime49、dia messages-200,000 each,graduation gift envelopes 15,000（A+potential buyer information）、discount cards 10,000,multimedia CDs 10,000,“The Driving Bible”10,000Timeline：6 months（including free 1 months media releases,worth 6.48 million RMB）Package Price：16 million RMBExpected Effect：Accurate coverage50、 of 2,116,000 new drivers NewDriversWillbuywithin6monthsPricerangewithin50to150thousandRMB.Expectedin-storeconversionrate2,116,000586,155216,29186,516100%100%27.7%36.9%40%Driving School Channel Sales SuggestionsAccuratelyTargeting13MillionNewDriversNationwideDriving School Channel Sales SuggestionsP51、roposed Investment A：Media Media Size (H*W)Media Price Time（Month）QuantityValueDiscountDiscount PriceProduction Cost（First Time）Total PriceOutdoor Billboard A+6m*18m95000/month/#53315675000 65%5,486,2501069205,593,170Outdoor Billboard A 6m*18m76000/month/#5259500000 65%3,325,000810003,406,000Outdoor52、 Billboard B6m*18m56000/month/#5123360000 65%1,176,000388801,214,880Rest Kiosk A+1m*2m10400/month/#5301560000 65%546,0003000549,000Rest Kiosk A 1m*2m9400/month/#515705000 65%246,7501500248,250Rest Kiosk B1m*2m8000/month/#515600000 65%210,0001500211,500Framed Poster A+900mm*600mm1300/month/#57548750053、 65%170,6251500172,125Framed Poster A 900mm*600mm1000/month/#570350000 65%122,5001400123,900Framed Poster B900mm*600mm800/month/#540160000 65%56,00080056,800Text Message1/msg1200000200000 0%200,0000200,000Multimedia Message1.5/msg1200000300000 0%300,0000300,000Graduation Gift EnvelopeGift Bag,Gifts,54、Promotional Sheets,A+customer information230/gift bag1150003450000 0%3,450,00003,450,000Discount Card10/card110000100000 0%100,0000100,000Multimedia CD30/CD110000300000 0%300,0000300,000The Driving Bible120mm*240mm15/book(6 page)110000150000 0%150,0000150,000Outdoor Billboard A+6m*18m95000/month/#1355、33135000 0%3,135,0000Free 1 Months MediaOutdoor Billboard A6m*18m76000/month/#1251900000 0%1,900,0000Free 1 Months MediaOutdoor Billboard B6m*18m56000/month/#112672000 0%672,0000Free 1 Months MediaRest Kiosk A+1m*2m10400/month/#130312000 0%312,0000Free 1 Months MediaRest Kiosk A1m*2m9400/month/#115156、41000 0%141,0000Free 1 Months MediaRest Kiosk B1m*2m8000/month/#115120000 0%120,0000Free 1 Months MediaRest Kiosk A+900mm*600mm1300/month/#17597500 0%97,5000Free 1 Months MediaRest Kiosk A900mm*600mm1000/month/#17070000 0%70,0000Free 1 Months MediaRest Kiosk B900mm*600mm800/month/#14032000 0%32,000057、Free 1 Months MediaMedia Value Total：36,897,500Discounted Price Total：22,318,625Production Cost：236,500total：16,075,625All-inclusive Media Package Price：16,000,000AccuratelyTargeting13MillionNewDriversNationwideDriving School Channel Sales SuggestionsProposed Investment A：Province CityDriving School58、 NameDriving School LevelAnnual StudentsBillboardFrame PosterRest KioskAnHui ProvinceHeFeiJinDun Driving SchoolA200001WuXing Driving SchoolA2500015BeiJingBeiJingOriental Fashion Driving SchoolA+1000001East Of BeiJing Driving SchoolA+7000015FuJian PrivinceFuZhouHuaWei Driving SchoolB8000155ZhongAn Dr59、iving SchollA1000015QuanZhouJinJi Driving SchoolB800015XiaMen DaHong DrivingB700015GuangDong ProvinceDongGuan CheYou Driving SchoolA+380001GuangRen Driving SchoolA+450001GuangZhouAnShun Driving SchoolA+1800015FuHua Driving SchoolA+220001SiJiaoWei Driving SchoolA+6000016ShenZhenAnShunKang Driving Sch60、oolA+230001FuZhouDaLiang Driving SchoolA200001ZhongShanYiXin Driving SchoolA600001HeNan ProvinceZhengZhouChengGong Driving SchoolA2000015The First Examination CenterA1800015HuBei ProvinceWuHanThe University Student Driving SchoolA+200001The First Examination HallA+1500015HuNan ProvinceChangSha GongJ61、iao Driving SchoolA100001JiaoJi Driving SchoolB80001JiangSu ProvinceChangZhouJiaPei Driving SchoolA250001NanJingShiFo Driving SchoolA+2800015TianBao Driving SchoolA+350001SuZhouChangFeng Driving SchoolB350015WuXiJuJin Driving SchoolB350015LuoShe Driving SchoolB380015KunShanJiaoYun Driving SchoolA12062、0015LiaoNing ProvinceDaLianTongDa Driving SchoolA1200015YongQing Driving SchoolA270001ShenYangBaKeShu Driving SchoolA10000110HongDa Driving SchoolA+450001JiLin ProvinceChangChunHuiZhan Driving SchoolA20000JunAn Driving SchoolA120001JiLinJiangCheng Driving SchoolB150001WanTong Driving SchoolB60001Acc63、uratelyTargeting13MillionNewDriversNationwideDriving School Channel Sales SuggestionsProposed Investment A：Province CityDriving School NameDriving School LevelAnnual StudentsBillboardFrame PosterRest KioskShanDong ProvinceJiNanJiaoJi Driving SchoolA180001JiaoYuan Driving SchoolA1300015YingShan Drivi64、ng SchoolA1500015QingDaoZhengYou Driving SchoolA+4000015ZhongXin Driving SchoolA1200015WeiFangJiaoZhi Driving SchoolA150001YanTaiXinQiao Driving SchoolA1200015QingZhouDongFang Driving SchoolB80001ShanXi ProvinceTaiYuanJinQiao Driving SchoolA+550001XianDai Driving SchoolA+350001YuanMeng Driving Schoo65、lA+5000015ShanXi ProvinceXiAnBaiLu Driving SchoolA2000015LiFeng Driving SchoolA1900015TianPing Driving SchoolA2100015ShangHaiShangHaiDaZhong Driving SchoolA+4000015GongJiao Driving SchoolA+2600015MaLu Driving SchoolA+5000015SiChuan ProvinceChengDuMr.Mao Driving SchoolA+30000015QingYang Driving Schoo66、lA+2000015TianXin Driving SchoolA+180001TianJinTianJinDongAn Driving SchoolA+3000015JinGong Driving SchoolA+6000015SiTong Driving SchoolA+30000015YunNan ProvinceKunMingKunMing Driving SchoolA3500015ZheJiang ProvinceHangZhouGuangDa Driving SchoolA+120001NingBoCunZhu Driving SchoolA+500001YanShan Exam67、ination HallA+17000015ChongQin ProvinceChongQingJingTong Driving SchoolA+2000014HeBei ProvinceShiJiaZhuangExamination CenterA+40000110ZuLi Driving SchoolA+30000110TangShanXinZhan Driving SchoolA4500015YanShan Driving SchoolB2250015BaoDingHuZhen Driving SchoolB150001105JiangXi ProvinceNanChangLanTian68、 Driving SchoolA+400001Total407125393007018560AccuratelyTargeting13MillionNewDriversNationwideCities：40Driving Schools：71Media：billboards-70、rest kiosks-60、posters-185、test messages and multimedia message-80000 each、graduation gift envelopes-10000（no A+potential buyer information）、discount cards-80069、0”The Driving Bible”-8000Timeline:4 months（including free 1 months media releases,worth 5.7 million RMB)Package Price：10 million RMBExpected Effect：Accurate coverage of 1,692,866 new drivers 1,692,866468,924173,00069,200100%100%100%100%27.7%36.9%40%Driving School Channel Sales SuggestionsProposed In70、vestment B：NewDriversWillbuywithin6monthsPricerangewithin50to150thousandRMB.Expectedin-storeconversionrateAccuratelyTargeting13MillionNewDriversNationwideDriving School Channel Sales SuggestionsProposed Investment B：Media Media Size (H*W)Media Price Time（Month）QuantityValueDiscountDiscount PriceProd71、uction Cost（First Time）Total PriceOutdoor Billboard A+6m*18m95000/month/#43312540000 65%4,389,0001069204,495,920Outdoor Billboard A 6m*18m76000/month/#4257600000 65%2,660,000810002,741,000Outdoor Billboard B6m*18m56000/month/#4122688000 65%940,80038880979,680Rest Kiosk A+1m*2m10400/month/#430124800072、 65%436,8003000439,800Rest Kiosk A 1m*2m9400/month/#415564000 65%197,4001500198,900Rest Kiosk B1m*2m8000/month/#415480000 65%168,0001500169,500Framed Poster A+900mm*600mm1300/month/#475390000 65%136,5001500138,000Framed Poster A 900mm*600mm1000/month/#470280000 65%98,000140099,400Framed Poster B900m73、m*600mm800/month/#440128000 65%44,80080045,600Text Message1/msg18000080000 0%80,000080,000Multimedia Message1.5/msg180000120000 0%120,0000120,000Graduation Gift EnvelopeGift Bag,Gifts,Promotional Sheets80/gift bag110000800000 0%800,0000800,000Discount Card10/card1800080000 0%80,000080,000The Driving74、 Bible120mm*240mm15/book(6 page)18000120000 0%120,0000120,000Outdoor Billboard A+6m*18m95000/month/#1333135000 0%3,135,0000Free 1 Months MediaOutdoor Billboard A6m*18m76000/month/#1251900000 0%1,900,0000Free 1 Months MediaOutdoor Billboard B6m*18m56000/month/#112672000 0%672,0000Free 1 Months MediaM75、edia Value Total：27,118,000Discounted Price Total：15,978,300Production Cost：236,500total：10,507,800All-inclusive Media Package Price：10,000,000AccuratelyTargeting13MillionNewDriversNationwideDriving School Channel Sales SuggestionsProposed Investment B：Province CityDriving School NameDriving School 76、LevelAnnual StudentsBillboardFrame PosterRest KioskAnHui ProvinceHeFeiJinDun Driving SchoolA200001WuXing Driving SchoolA2500015BeiJingBeiJingOriental Fashion Driving SchoolA+1000001East Of BeiJing Driving SchoolA+7000015FuJian PrivinceFuZhouHuaWei Driving SchoolB8000155ZhongAn Driving SchollA100001577、QuanZhouJinJi Driving SchoolB800015XiaMen DaHong DrivingB700015GuangDong ProvinceDongGuan CheYou Driving SchoolA+380001GuangRen Driving SchoolA+450001GuangZhouAnShun Driving SchoolA+1800015FuHua Driving SchoolA+220001SiJiaoWei Driving SchoolA+6000016ShenZhenAnShunKang Driving SchoolA+230001FuZhouDaL78、iang Driving SchoolA200001ZhongShanYiXin Driving SchoolA600001HeNan ProvinceZhengZhouChengGong Driving SchoolA2000015The First Examination CenterA1800015HuBei ProvinceWuHanThe University Student Driving SchoolA+200001The First Examination HallA+1500015HuNan ProvinceChangSha GongJiao Driving SchoolA179、00001JiaoJi Driving SchoolB80001JiangSu ProvinceChangZhouJiaPei Driving SchoolA250001NanJingShiFo Driving SchoolA+2800015TianBao Driving SchoolA+350001SuZhouChangFeng Driving SchoolB350015WuXiJuJin Driving SchoolB350015LuoShe Driving SchoolB380015KunShanJiaoYun Driving SchoolA1200015LiaoNing Provinc80、eDaLianTongDa Driving SchoolA1200015YongQing Driving SchoolA270001ShenYangBaKeShu Driving SchoolA10000110HongDa Driving SchoolA+450001JiLin ProvinceChangChunHuiZhan Driving SchoolA20000JunAn Driving SchoolA120001JiLinJiangCheng Driving SchoolB150001WanTong Driving SchoolB60001AccuratelyTargeting13Mi81、llionNewDriversNationwideDriving School Channel Sales SuggestionsProposed Investment B：Province CityDriving School NameDriving School LevelAnnual StudentsBillboardFrame PosterRest KioskShanDong ProvinceJiNanJiaoJi Driving SchoolA180001JiaoYuan Driving SchoolA1300015YingShan Driving SchoolA1500015Qin82、gDaoZhengYou Driving SchoolA+4000015ZhongXin Driving SchoolA1200015WeiFangJiaoZhi Driving SchoolA150001YanTaiXinQiao Driving SchoolA1200015QingZhouDongFang Driving SchoolB80001ShanXi ProvinceTaiYuanJinQiao Driving SchoolA+550001XianDai Driving SchoolA+350001YuanMeng Driving SchoolA+5000015ShanXi Pro83、vinceXiAnBaiLu Driving SchoolA2000015LiFeng Driving SchoolA1900015TianPing Driving SchoolA2100015ShangHaiShangHaiDaZhong Driving SchoolA+4000015GongJiao Driving SchoolA+2600015MaLu Driving SchoolA+5000015SiChuan ProvinceChengDuMr.Mao Driving SchoolA+30000015QingYang Driving SchoolA+2000015TianXin Dr84、iving SchoolA+180001TianJinTianJinDongAn Driving SchoolA+3000015JinGong Driving SchoolA+6000015SiTong Driving SchoolA+30000015YunNan ProvinceKunMingKunMing Driving SchoolA3500015ZheJiang ProvinceHangZhouGuangDa Driving SchoolA+120001NingBoCunZhu Driving SchoolA+500001YanShan Examination HallA+17000085、15ChongQin ProvinceChongQingJingTong Driving SchoolA+2000014HeBei ProvinceShiJiaZhuangExamination CenterA+40000110ZuLi Driving SchoolA+30000110TangShanXinZhan Driving SchoolA4500015YanShan Driving SchoolB2250015BaoDingHuZhen Driving SchoolB150001105JiangXi ProvinceNanChangLanTian Driving SchoolA+40086、001Total407125393007018560AccuratelyTargeting13MillionNewDriversNationwideCities：40Driving School：71Media：billboards-70、rest kiosks-60、posters-185、test messages and multimedia messages-80000 each、gradution gift envelopes-10000（no A+potential buyer information）、”The Driving Bible”-8000Timeline：3 mont87、hs（including free 1 months billboard A+releases,worth 3.13million RMB）Package Price:8 million RMBExpected Effect:Accurate coverage of 1,481,258 new drivers 1,481,258410,308151,40360,561100%100%100%100%27.7%36.9%40%Driving School Channel Sales SuggestionsProposed Investment C：NewDriversWillbuywithin688、monthsPricerangewithin50to150thousandRMB.Expectedin-storeconversionrateAccuratelyTargeting13MillionNewDriversNationwideDriving School Channel Sales SuggestionsProposed Investment C：Media Media Size (H*W)Media Price Time（Month）QuantityValueDiscountDiscount PriceProduction Cost（First Time）Total PriceO89、utdoor Billboard A+6m*18m95000/month/#3339405000 65%3,291,7501069203,398,670Outdoor Billboard A 6m*18m76000/month/#3255700000 65%1,995,000810002,076,000Outdoor Billboard B6m*18m56000/month/#3122016000 65%705,60038880744,480Rest Kiosk A+1m*2m10400/month/#330936000 65%327,6003000330,600Rest Kiosk A 1m90、*2m9400/month/#315423000 65%148,0501500149,550Rest Kiosk B1m*2m8000/month/#315360000 65%126,0001500127,500Framed Poster A+900mm*600mm1300/month/#375292500 65%102,3751500103,875Framed Poster A 900mm*600mm1000/month/#370210000 65%73,500140074,900Framed Poster B900mm*600mm800/month/#34096000 65%33,600891、0034,400Text Message1/msg38000080000 0%80,000080,000Multimedia Message1.5/msg380000120000 0%120,0000120,000Graduation Gift EnvelopeGift Bag,Gifts,Promotional Sheets80/gift bag310000800000 0%800,0000800,000The Driving Bible120mm*240mm15/book(6 page)38000120000 0%120,0000120,000Outdoor Billboard A+6m*92、18m95000/month/#1333135000 0%3,135,0000Free 1 Months MediaMedia Value Total：20,558,500Discounted Price Total：11,058,475Production Cost：236,500total：8,159,975All-inclusive Media Package Price：8,000,000AccuratelyTargeting13MillionNewDriversNationwideDriving School Channel Sales SuggestionsProposed Inv93、estment C：Province CityDriving School NameDriving School LevelAnnual StudentsBillboardFrame PosterRest Kiosk静态级别静态级别动态级别动态级别AnHui PrivinceHeFeiJinDun Driving SchoolA200001WuXing Driving SchoolA2500015BeiJingBeiJingOriental Fashion Driving SchoolA+1000001AEast Of BeiJing Driving SchoolA+7000015Fujian94、 PrivinceFuZhouHuaWei Driving SchoolB8000155ZhongAn Driving SchollA1000015QuanZhouJinJi Driving SchoolB800015XiaMen DaHong DrivingB700015GuangDong PrivinceDongGuan CheYou Driving SchoolA+380001GuangRen Driving SchoolA+450001AGuangZhouAnShun Driving SchoolA+1800015FuHua Driving SchoolA+220001SiJiaoWe95、i Driving SchoolA+6000016AAShenZhenAnShunKang Driving SchoolA+230001FuZhouDaLiang Driving SchoolA200001ZhongShanYiXin Driving SchoolA600001HeNan PrivinceZhengZhouChengGong Driving SchoolA2000015AAThe First Examination CenterA1800015AHuBei PrivinceWuHanThe University Student Driving SchoolA+200001ATh96、e First Examination HallA+1500015HuNan PrivinceChangSha GongJiao Driving SchoolA100001JiaoJi Driving SchoolB80001JiangSu PrivinceChangZhouJiaPei Driving SchoolA250001ANanJingShiFo Driving SchoolA+2800015AATianBao Driving SchoolA+350001ASuZhouChangFeng Driving SchoolB350015WuXiJuJin Driving SchoolB3597、0015LuoShe Driving SchoolB380015KunShanJiaoYun Driving SchoolA1200015LiaoNing PrivinceDaLianTongDa Driving SchoolA1200015YongQing Driving SchoolA270001ShenYangBaKeShu Driving SchoolA10000110HongDa Driving SchoolA+450001JiLin PrivinceChangChunHuiZhan Driving SchoolA20000JunAn Driving SchoolA120001JiL98、inJiangCheng Driving SchoolB150001WanTong Driving SchoolB60001AccuratelyTargeting13MillionNewDriversNationwideDriving School Channel Sales SuggestionsProposed Investment C：Province CityDriving School NameDriving School LevelAnnual StudentsBillboardFrame PosterRest Kiosk静态级别静态级别动态级别动态级别ShanDong Privi99、nceJiNanJiaoJi Driving SchoolA180001AJiaoYuan Driving SchoolA1300015YingShan Driving SchoolA1500015QingDaoZhengYou Driving SchoolA+4000015ZhongXin Driving SchoolA1200015WeiFangJiaoZhi Driving SchoolA150001YanTaiXinQiao Driving SchoolA1200015QingZhouDongFang Driving SchoolB80001ShanXi PrivinceTaiYuan100、JinQiao Driving SchoolA+550001XianDai Driving SchoolA+350001YuanMeng Driving SchoolA+5000015AShanXi PrivinceXiAnBaiLu Driving SchoolA2000015AALiFeng Driving SchoolA1900015TianPing Driving SchoolA2100015AShangHaiShangHaiDaZhong Driving SchoolA+4000015GongJiao Driving SchoolA+2600015MaLu Driving Schoo101、lA+5000015ASiChuan PrivinceChengDuMr.Mao Driving SchoolA+30000015AQingYang Driving SchoolA+2000015ATianXin Driving SchoolA+180001TianJinTianJinDongAn Driving SchoolA+3000015JinGong Driving SchoolA+6000015AASiTong Driving SchoolA+30000015AYunNan PrivinceKunMingKunMing Driving SchoolA3500015ZheJiang P102、rivinceHangZhouGuangDa Driving SchoolA+120001NingBoCunZhu Driving SchoolA+500001YanShan Examination HallA+17000015ChongQingChongQingJingTong Driving SchoolA+2000014HeBei PrivinceShiJiaZhuangExamination CenterA+40000110ZuLi Driving SchoolA+30000110TangShanXinZhan Driving SchoolA4500015YanShan Driving103、 SchoolB2250015BaoDingHuZhen Driving SchoolB150001105JiangXi PrivinceNanChangLanTian Driving SchoolA+400001total407125393007018560AccuratelyTargeting13MillionNewDriversNationwideCities：32Driving School：71Media：billboards-43、rest kiosks-35、posters-110、test messages and multimedia messages-80000 each、104、graduation gift envelopes-10000（no A+potential buyer information）、”The Driving Bible”-8000Timeline：3 months（including free 1 months media releases,worth 1.9 million RMB）Package Price：6 million RMBExpected Effect：Accurate coverage of 1,140,416 new drivers 1,140,416315,895116,56546,626100%100%100%100%105、27.7%36.9%40%Driving School Channel Sales SuggestionsProposed Investment D：NewDriversWillbuywithin6monthsPricerangewithin50to150thousandRMB.Expectedin-storeconversionrateAccuratelyTargeting13MillionNewDriversNationwideDriving School Channel Sales SuggestionsProposed Investment D：Media Media Size (H*106、W)Media Price Time（Month）QuantityValueDiscountDiscount PriceProduction Cost（First Time）Total PriceOutdoor Billboard A+6m*18m95000/month/#3246840000 60%2,736,000777602,813,760Outdoor Billboard A 6m*18m76000/month/#3102280000 60%912,00032400944,400Outdoor Billboard B6m*18m56000/month/#391512000 60%604107、,80029160633,960Rest Kiosk A+1m*2m10400/month/#315468000 60%187,2001500188,700Rest Kiosk A 1m*2m9400/month/#35141000 60%56,40050056,900Rest Kiosk B1m*2m8000/month/#315360000 60%144,0001500145,500Framed Poster A+900mm*600mm1300/month/#360234000 60%93,600120094,800Framed Poster A 900mm*600mm1000/month108、/#32060000 60%24,00040024,400Framed Poster B900mm*600mm800/month/#33072000 60%28,80060029,400Text Message1/msg18000080000 0%80,000080,000Multimedia Message1.5/msg180000120000 0%120,0000120,000Graduation Gift EnvelopeGift Bag,Gifts,Promotional Sheets80/gift bag110000800000 0%800,0000800,000“The Drivi109、ng Bible”120mm*240mm15/book(6 page)18000120000 0%120,0000120,000Outdoor Billboard A6m*18m76000/month/#110760000 0%760,0000Free 1 Months MediaOutdoor Billboard B6m*18m56000/month/#19504000 0%504,0000Free 1 Months MediaRest Kiosk A+1m*2m10400/month/#115156000 0%156,0000Free 1 Months MediaRest Kiosk A1110、m*2m9400/month/#1547000 0%47,0000Free 1 Months MediaRest Kiosk B1m*2m8000/month/#115120000 0%120,0000Free 1 Months MediaFramed Poster A+900mm*600mm1300/month/#16078000 0%78,0000Free 1 Months MediaFramed Poster A900mm*600mm1000/month/#12020000 0%20,0000Free 1 Months MediaFramed Poster B900mm*600mm800111、/month/#13024000 0%24,0000Free 1 Months MediaMedia Value Total：13,087,000Discounted Price Total：7,615,800Production Cost：145,020total：6,051,820All-inclusive Media Package Price：6,000,000AccuratelyTargeting13MillionNewDriversNationwideDriving School Channel Sales SuggestionsProposed Investment D：Prov112、ince CityDriving School NameDriving School LevelAnnual StudentsBillboardFrame PosterRest Kiosk静态级别静态级别动态级别动态级别BeiJingBeiJingOriental Fashion Driving SchoolA+1000001AEast Of BeiJing Driving SchoolA+7000015FuJian PrivinceFuZhouHuaWei Driving SchoolB800015000QuanZhouJinJi Driving SchoolB800015500XiaMen113、DaHong DrivingB700015500GuangDong PrivinceDongGuanCheYou Driving SchoolA+380001GuangRen Driving SchoolA+450001AGuangZhouFuHua Driving SchoolA+220001SiJiaoWei Driving SchoolA+6000016AAShenZhenAnShunKang Driving SchoolA+230001ZhongShanYiXin Driving SchoolA600001HeNan PrivinceZhengZhouChengGong Driving114、 SchoolA2000015AAThe First Examination CenterA1800015AHuBei PrivinceWuHanThe University Student Driving SchoolA+200001AThe First Examination HallA+1500015HuNan PrivinceChangShaJiaoJi Driving SchoolB80001JiangSu PrivinceChangZhouJiaPei Driving SchoolA250001ANanJingShiFo Driving SchoolA+2800015AATianB115、ao Driving SchoolA+350001ASuZhouChangFeng Driving SchoolB350015LiaoNing PrivinceDaLian YongQing Driving SchoolA270001ShenYangHongDa Driving SchoolA+450001JiLin PrivinceChangChunHuiZhan Driving SchoolA20000JiLinJiangCheng Driving SchoolB150001ShanDong PrivinceJiNanJiaoJi Driving SchoolA180001AJiaoYua116、n Driving SchoolA1300015QingDaoZhengYou Driving SchoolA+4000015QingZhouDongFang Driving SchoolB800010ShanXi PrivinceTaiYuanJinQiao Driving SchoolA+550001YuanMeng Driving SchoolA+5000015AShanXi PrivinceXiAnBaiLu Driving SchoolA2000015AATianPing Driving SchoolA2100015AShangHaiShangHaiMaLu Driving Scho117、olA+5000015ASiChuang PrivinceChengDuMr.Mao Driving SchoolA+30000015AQingYang Driving SchoolA+2000015ATianJinTianJinJinGong Driving SchoolA+6000015AASiTong Driving SchoolA+30000015AZheJiang PrivinceHangZhouGuangDa Driving SchoolA+120001NingBoYanShan Examination HallA+17000015ChongQingChongQingJingTon118、g Driving SchoolA+2000014HeBei PrivinceShiJiaZhuangExamination CenterA+40000110TangShanYanShan Driving SchoolB22500100BaoDingHuZhen Driving SchoolB150001105total324319550004211035AccuratelyTargeting13MillionNewDriversNationwideAdvantages of Driving School Media AdvertisingThe New Jetta Brand Analysi119、sDriving School Channel Sales SuggestionsAbout China Driving LifeTable of Contents Driving School Channel Environmental AnalysisIntroduction of Driving Lifes Media AssetsAccuratelyTargeting13MillionNewDriversNationwideMedia IntroductionOutdoor BillboardOutdoor Billboard：The most impactful media in t120、he driving school,can help the brandbrand to penetrate deeplypenetrate deeply,raise brand image;brand image;this media type has vast coverage,high rate of contacthigh rate of contact，is advantageous for the greatest broadcast greatest broadcast of the brand image.Media Value：Floor-set billboard，larg121、e picture of New Jetta，can create a strong visual impact，directly in the line of sight of drivers and passengers entering the school;additional placement generally at right-angle turns,roundabouts,and T-intersections of the driving practice site,perfectly demonstrating advertising creativity，establi122、shing product/brand image for the enterprise,and communication effect beyond expectations.Image Size：6m（H）*18m（W）Placement：School entrance,practice site,and visually open spaces.Introduction of Driving Lifes Media AssetsAccuratelyTargeting13MillionNewDriversNationwideMedia Value：The rest kiosk is a 123、brand-new product created by China Driving Life after studying the behavioral habits of students in the driving school.It provides a resting area for students outside.The product characteristics:long long period period of of attention,attention,high high rate rate of of effective effective impressio124、nimpression，it is appropriate for reading-intensive advertising information.It can lead students to actively read information.Image size：1m（H）*2m（W）or 1.2m（H）*3m（W）Placement：Practice site,outdoor rest areas,etc.Media Content：New Jetta large imageNew Jetta performance and features introductionTimely 125、promotional activities,free gift upon store visit,etc.Media IntroductionRest Kiosk AdIntroduction of Driving Lifes Media AssetsAccuratelyTargeting13MillionNewDriversNationwideImage size：900mm（H）*600m（W）Placement：Time-card room,registration room,cafeteria,student rest areas,bulletins,etc.Media Conten126、t：New Jetta large image;Announcement of static car displays,test-drive opportunities（time,place,content）；Timely promotional activities,free gift upon store visit,etc.Media Value：Effective for filling students off-period off-period activity activity areasareas,used for complementing outdoor advertisi127、ng,providing seamless seamless advertising advertising coveragecoverage.Depending on the media placement,can be used for serial ad placement to tell a story.Useful for high-frequency advertising.Media IntroductionFramed PosterIntroduction of Driving Lifes Media AssetsAccuratelyTargeting13MillionNewD128、riversNationwideDriving School Site ExampleMedia Placement：On the left side of the school entranceMedia Type：Outdoor billboardSize：18m*6mMedia Placement：Simulated practice area,Driving Laws classroom areaMedia Type：Framed posterSize：600mm*900mmMedia Placement：Practice site,outdoor rest area,etc.Medi129、a Type：Rest kioskSize：1m（H）*2m（W）1.2m（H）*3m（W）Introduction of Driving Lifes Media AssetsAccuratelyTargeting13MillionNewDriversNationwideText/Multimedia Messaging（Tell-a-friend）：Targeting students and graduates in driving schools nationwide,can directly push New Jetta，themed promotions,tell-a-friend 130、promotions,and timely discount promotions,high effective impression rate.Suggested Content：Free gift upon participating in test-drive;Bring a friend to participate,the friend can get a 300-500 RMB discount upon registering for driving school.Text/Multimedia Messaging新捷达全新上市新捷达促销信息xxx，活动告知xxx，活动召集xxx131、Introduction of Driving Lifes Media AssetsAccuratelyTargeting13MillionNewDriversNationwide“The Driving Bible”：As essential reading material for new students,the effective impression rate is 100%.It is more accurately targeted than ordinary promotional materials,and feels more substantive;it represen132、ts more concentrated information than automotive magazines，with less disturbance,resulting in more concise transmission of information,with more flexible distribution area and quantity.MediaValue：The exclusive exclusive reading material present in Chinese driving school practice vehicles;Carefully c133、rafted to target driving coaches and students;Fills two-thirds of students time at driving school.Content：“The Driving Bible”has 5 content areas：1、Automobile industry culture mini-periodical2、Tips on learning to drive and passing tests for driving students；3、Real-live driving experience analysis；4、N134、ew Jetta performance analysis;5、Description of improvements in New Jettas appearance.“The Driving Bible”Image size：24cm（L）*12cm（W）Introduction of Driving Lifes Media AssetsAccuratelyTargeting13MillionNewDriversNationwideGraduation Gift BagMedia ValueMedia Value：Custom design and distribution for the135、 brand customer;Students,upon graduation,will receive the gift bag together with their license.Effective impression rate of 100%100%.It is more accuratelyaccurately targeted than ordinary promotional materials,and approaches the student from the angle of care and concern;resulting in brand image and136、 information broadcast broadcast with a more human touch.Bringing closer the emotional distance with the new driver,and raising the brands reputation and desirability.Graduation Gift Bag Contents：Car Model Handbook：*Car Model DM sheetsSmall gifts：1、Driving Safety Tips、2、License Holder、3、Free Test-dr137、ive Card/Discount Card,etc.“Gifts”-SuggestedGift Bag（Large Gift Bag）：Logo/slogan/car model image printed on the gift bag Information Collection：Given to new driver on a one-on-one basis,guaranteeing the authenticity and effectiveness of customer data collectedIntroduction of Driving Lifes Media Asse138、tsAccuratelyTargeting13MillionNewDriversNationwideIntroduction of Driving Lifes Media AssetsTwo-dimensional Barcode（This product is an added-value product）Media Value：Connects online brand promotions to the two-dimensional barcode format,including“scan the 2D barcode to get a free prize”announcement139、s in brand promotional materials,allowing students to participate in online brand promotions,creating online-offline interactions,and an effective medium for transforming offline to online marketing.Path:Generate 2D barcode-produce and place-scanning apps(Sina,WeChat,Koopai,WoChaCha,etc.)-links to p140、ictures,videos,games,or webpages(resulting in a#of scans metric)-input contact info,etc.(resulting in an interactions metric)-enters back-end database,useful for analysis and follow-up.2DBarcode：combineswithstaticcardisplaysandtest-driveopportunities,productinformation2Dbarcodewillbeusedatthepromoti141、onalactivity.Usethepromotionalactivitytoattractstudents,usethe2Dbarcodetotransmitinformation,usetherewardtostrengtheninteraction,andthroughthiscollectevenmorestudentinformation.AccuratelyTargeting13MillionNewDriversNationwideIntroduction of Driving Lifes Media AssetsMultimedia CDMedia Value：Carry ou142、t soft instillation of the brand,allowing the brands caring service and level of professionalism to indirectly influence the target audience,raising the desirability of the brand,and increasing the audiences level of trust.CD Content：1、Useful Driving Knowledge；2、Driving Laws；3、Practice Test Question143、s；4、Use the brands car in the demonstration videos;5、The CD can be printed with the brand logo.MultimediaCD：Producedinquantity,demonstrationvideoswillbemadeespeciallywiththebrandscar,toprovidethestudentwithpracticalknowledge.Placementatregistrationroomoruponreceivinglicense,minimumorder3000.Accurate144、lyTargeting13MillionNewDriversNationwideIntroduction of Driving Lifes Media AssetsDiscount CardMedia Value：Arrange for the driving instructors to selectively issue to warm prospect students,the students can bring the card to a showroom for a cash rebate,etc;this product has the advantage of high tar145、getability and high conversion rate.It takes advantage of the instructor as a focal point for influencing prospective buyers.The instructor can engage in deep communication to promote sales;through this method,the distributors can also，collect instructor information for future PR purposes.Important 146、Points：1.The instructor selects warm prospect students to receive discount cards;2.The issued discount card has written the instructors contact information,the purpose is when the student uses the card to buy a car,the showroom can contact the instructor and issue a cash reward,to incentivize the in147、structor to act as a brand ambassador;3.Suggest the discount provided should be no less than 2,000 RMB,and the instructor incentive should be no less than 500 RMB.Media Value：Size：54mm*85mm 、100 cards/box，double-side printed AccuratelyTargeting13MillionNewDriversNationwideIntroduction of Driving Lif148、es Media AssetsClassroom PromotionMedia Value：During the classroom period,provide a professional presentation on the brand or promotional activities(static car displays/test-drive opportunities),and place relevant horizontal banners and POP displays in the classroom,allowing students to have contact149、 with and understand the brand or the promotional activity.Thereby raise brand awareness and brand desirabilityPresentation Content：1、Promotional Activities；2、Brand Advocacy(Safe driving,etc.)；3、And much more；ClassroomPromotion：BeforeoraftertheDrivingLawsclass,30minutestopresentthepromotionalactivit150、y(staticcardisplayortest-driveopportunity),andplacehorizontalbannersandPOPdisplaysinhigh-visibilitylocationsintheclassroom.Materialsandproductioncostnotincluded.AccuratelyTargeting13MillionNewDriversNationwidePrimary Media TypesAdded Media TypesOutdoor Billboard(sides)Rest Kiosk(sides)Framed Posters151、Practice SitesStreetIndoors41020Horizontal frames/3-sided upright displaysBanners/Street Signs/Wall PostersHanging FlagsFor accomplishing comprehensive and extensive brand instillation,and guaranteeing the effective transmission of product information.Can provide themed driving school package,beside152、s the primary driving school media types,will add more media types appropriate to the specific driving school.Printed Outdoor BillboardsOutdoor Giant Printed AdThemed Driving SchoolIntroduction of Driving Lifes Media AssetsAccuratelyTargeting13MillionNewDriversNationwideDriving School Street FlagsIn153、door Hanging Flags,Table CardsIndoor Hanging Flags,Table Cards3-sided Upright DisplayThemed Driving SchoolIntroduction of Driving Lifes Media AssetsAccuratelyTargeting13MillionNewDriversNationwideMaterialsPromotion TypePromotion ClassExecution PeriodGuaranteed#of ParticipantsIncludedStatic Car Displ154、ayA ClassPer site per day180B Class120Test-drive OpportunityA ClassPer site per day180B Class120Test-drive Opportunity and Static Car DisplayPassive Static Car Displays and Active Test-drive Opportunities.Held within the school campus,static car displays allow the students to experience sitting in t155、he vehicle,while test-drive opportunities allow students to experience riding with the instructor as he drives the car.Provides opportunities for the brand car to come to the campus,and allow students to personally experience the car.Media Value:Increase the new drivers experience of the brand and i156、nteraction with the product.At the same time,collect customer information for follow-up marketing purposes.Introduction of Driving Lifes Media AssetsAccuratelyTargeting13MillionNewDriversNationwide Driving School Network Coverage Area126 cities,644 schools in 2013,covering over 13 million new driver157、sDriving School network as of May,see below.2013 Summary of Driving School networkAccuratelyTargeting13MillionNewDriversNationwideAdvantages of Driving School Media AdvertisingThe New Jetta Brand AnalysisDriving School Channel Sales SuggestionsAbout China Driving LifeTable of Contents Driving School158、 Channel Environmental AnalysisIntroduction of Driving Lifes Media AssetsAccuratelyTargeting13MillionNewDriversNationwideChinas Largest,Highest-value Driving School Channel Integrated Media Marketing Company Created in 2007，with headquarters in Beijing，divisions in Shanghai and Guangzhou,and area ma159、nagers in 55 other cities.In 2011,China Driving Life and New Era Life Market Research Agency together published“China New Drivers Purchasing Habits Study”:the only large-scale annual study of new drivers purchasing attitudes and trends in China.This study has become the premier basis for policy deci160、sions of enterprises marketing to new drivers in the automobile industry.Our Strength20122013Cities70117117Schools500600600Students10 million13 million13 millionMarket Share70%70%70%Our CustomersAboutChinaDrivingLife AboutChinaDrivingLife AccuratelyTargeting13MillionNewDriversNationwideDevelopment T161、imelineAboutChinaDrivingLife AboutChinaDrivingLife AccuratelyTargeting13MillionNewDriversNationwideChina Driving Life-Innovating Automobile Marketing Methods in ChinaContact UsBeijng Driving Life Targeted Advertising Limited CompanyChaoyang SOHO Bldg.B,Chaoyang Outer Street No.Yi-6,BEIJINGT（8610）51269788 F（8610）59000727www.kp-