GWM Overseas New Product Launching Event Guideline Great Wall m4 Launching Event Guideline 1-5 Product Highlights 6-10 Advertisement 11 CRM Management 12 Public Relations 13-14 Distributor Releases Dear GWM distributor friends, Since its domestic launching in 2012, thanks to its accurate product positioning and hale product image, Great Wall M4 has achieved excellent market performance. Great Wall M4 is one of the most important new vehicle models launched in 2013. Meanwhile, it will be a hit product for GWM to expand overseas markets. Given that the new vehicle launching event is the best way to transmit new vehicle information to the general public through press media, we advise all overseas distributors to carry out the launching event. Aiming to help distributors better understand the product positioning and features of Great Wall M4, launch the new product with the support of local media resources and achieve better sales performance, we hereby compiled the Launching Event Guideline for Great Wall M4. We hope you can make a good study on this guideline. Your cooperation on this regard will be highly appreciated! Wish you a successful new car launching event! Xing Wenlin General Manager of International Trade Division Vice President of Great Wall Motors
Product Highlights 1 Main Parameter Dimensions (mm) 1
Product Highlights 2 Appearance bright spot 3 Humanized interior 2
Product Highlights 4 Configuration bright spot 3. Engine 3
Product Highlights 6 Competitiveness Analysis Product Sales Remarks: the above analysis is based on sales data in China only. 4
Product Highlights Minimum Ground Clearance Wheel hub 5
Advertisement 1 Overall Positioning & Direction Brand Positioning Enterprise Positioning Great Wall Brand Positioning China s Largest SUV and Pickup Manufacturer A Chinese brand that leads with quality Brand Core Value Enterprise Positioning Focus Dedication Specialization Great Wall Brand Positioning Quality wins trust 2 Key Points on Advertisement Space Standard Essential Elements (globally unified) Enterprise LOGO and standard combination + Great Wall Brand Positioning + Great Wall Brand Core Value; Changeable Elements (can be changed for different countries but must follow the essential elements) Advertisement and innovative activities suitable for the local market + media mix strategy suitable for the local market ; Forbidden Elements (forbidden to appear) Advertisement highlighting cheap product (such as white background ads) + misuse of enterprise and category VI + break the brand communication bottom line (cheap product) + break the national law and regulation and national belief or vulgarity. 6
Advertisement 3 Media communication strategy Make selective media launch strategy based on production positioning ad target customer, to support terminal launch activity and sales; the following points are suggestions to the distributor for new product launch: Warm-up advertisement shall be made at least 1 month in advance; Warm up by new product launch, customer participation, new model test drive etc, to draw the attention of the customer and create suspense and finally realize the advertisement effect; The warm-up advertising shall firstly select popular media, such as TV, outdoor, internet media etc; newspaper, magazine, radio etc can also be selected according to the local actual situation. At least two different media shall be used; The media shall firstly select automotive media and comprehensive media; The launch activity shall invite mainstream automotive media and try to provide test drive ground for the journalists; 上 After launching, PR communication shall be made with the media and press release shall be continued. Appendix I: Great Wall M4 Primary Vision 7
Advertisement 4 Communication Execution Specific Analysis Stage Item Description New product pictures shall be launched on the official website homepage of the Official Website of the Distributor distributor as banner 1 month prior. Information as New product launch, please pay attention etc shall be made at the apparent position of the homepage. Select at least two types of media The media shall be popular with extensive Warm-up Stage spread. Create suspense to draw attention. The launch activity shall plan for customer participation and use advertising to draw the Warm-up advertising attention of the customer; the advertising shall select popular media with better customer involvement, such as internet, newspaper, social media etc. For the activity for customer participation, a special website shall be constructed if necessary. 8
Prepare launch warm-up releases one month in advance and send to the media with good Press release for warm-up daily PR communication. The releases shall avoid large range or extensive information spread, which could cause media information fatigue and lower the interest and attention. Advertisement on the Official website of the Distributor Finish the advertising for new products upload and update, the new products shall be emphasized on the homepage. Launch advertisement shall select at least 4 types of medias. The basic spread information such as product buying point, prices, distributor Launching Stage Launch advertisement Launch Media information etc. shall be conveyed in the advertisement. In accordance with different advertisement characteristics, the advertisement shall be linked to the distributor official network if necessary. For markets with social media transmission, the product launch activities shall be spread by media in the first time. Media spread for activities shall invite mainly automotive type and comprehensive type. 9
Media invitation shall firstly be the national famous media and consider the local media in key sales regions. Prepare the digital version or paper news release, pictures, video, product brochure etc in advance and give to the media at the spot. In launch campaign, media test drive and interview make media to get the information with strong scene feeling, interactivity and more contents. Advertising shall continue for at least 2-3 After launching Continuous advertising Continuous media communication months after launching, to ensure the consistence. Four different type of media shall be used. According to market performance, Product Highlights etc, deliver press releases irregularly to ensure continuous attention. Keep active in the inter-action on the social media for continuous advertising 10
Customer Relationship Management Target groups: M4 Target consumers are concentrated in 28-35 years old.they are young groups pursuit life quality, pay close attention to fashion and enjoy the leisure. They have SUV complex,pursuing the individuality and the feeling of free and easiness in driving. They have passionate in SUV culture,expecting to leave the urban din, rush out of restraint and enjoy the suburb view in weekend. They love outdoor sports,emphasis on work/life balance,and enjoy the life. Appendix II: Great Wall M4 Introduction Brochure (3 months before the launching ceremony, deliver Great Wall M4 introduction brochure to current vehicle owners.) 11
Public Relation 1 Media activity Year of 2013 Great Wall M4 Debut (may by Motor Show), key cities ( specific date to be determined); Year of 2013 Great Wall M4 Launch conference, key cities (specific date to be determined); Year of 2013 Great Wall M4 testing drive, key cities (specific date to be determined). 2 News Releases Appendix Ⅲ: Dynamic M4 to be launched abroad Great Wall M4's Private Diary 3 Media Invitation The Invited media to the conference site requires no less than 20, which should cover domestic mainstream automotive professional media, followed by lifestyle and information categories etc. 4 Media Interview The interview of Product experts (such as internal trainers) should delivery clear and complete products characteristics to customers; The interview of car owners in accordance with the product s positioning; The interview of car owners who always participate in love project. 12
Distributor Releases 1 Activity Date The specific date will be determined according to product schedule and market situation. 2 Customer Invitation Based on Great Wall M4 "Target Customer Group" and combine with the local market characteristics, the distributors shall pick out suitable sales leads and seek opportunities to cooperate with other brands to develop more potential customers. Quantity is the secondary to the invited customers quality and it is recommended to invite 60-80 people. The key point is to make every customer to be cared in a very relaxed atmosphere and fully aware of the Great Wall M4 glamour. 3 Activity Process 18:00-18:30 Customers sign in and watch the enterprise introduction video/enterprise introduction items; 18:30-18:35 General Manager/Sales Manager gives welcome address; 18:35-18:40 The host announces the opening; 18:40-18:45 Play product introduction video--great Wall M4; 18:45-18:48 Unveil the new car--great Wall M4; 18:48-18:58 Product Introduction Great Wall M4; 18:58-19:30 Buffet dinner; 18:58-19:30 Entertaining performance for the dinner. 13
Distributors Releases 4 Activity Innovation Great Wall M4 came to market by a bungee jumping marketing event, which is unprecedented in China. The end 14