REBRANDING�

A BRAND IS� A PROMISE�

REBRANDING�

INDUSTRY�ANALYSIS�

BRAND�CHINA AUTO�

AS CHINA PROVES ITSELF TO BE AN IMPERATIVE ASSET TO THE AUTO INDUSTRY

AND THE WORLD’S ECONOMY MANUFACTURERS NEED TO ENSURE THAT

THEY ARE ALIGNING WITH CONSUMER EXPECTATIONS & DEMANDS

BRAND�CHINA AUTO�

COMPETITION DISCRETIONARY INCOME

DEMAND FOR NEW + TOP OF LINE PRODUCTS

PRESENT CHINA AUTO�

PRESENT CHINA AUTO�

PRESENT CHINA AUTO�

RIGHT NOW, SUCCESS IN!CHINA IS MORE A MATTER OF MARKET SHARE THAN

PROFITABILITY

PRESENT CHINA AUTO�

FOCUS ON THE FUTURE CHINA AUTO�

STR

EN

GTH

S

•  LARGEST AUTO MARKET IN THE WORLD, 2009. 62 MILLION REGISTERED CARS, BUSES, VANS, TRUCKS… EXPECT 200 M BY

2020

•  THE AUTO SECTOR MARKS/REPRESENTS FOR THE CHINESE GOV’T ONE OF THE MOST IMPORTANT PILLARS OF ECONOMIC &

TECHNOLOGICAL DEVELOPMENT IN THE COUNTRY

•  CURRENT FOREIGN INVESTMENTS ARE AN INDICATION OF GLOBALISATION AND KEEN INTERNATIONAL COMPETITION

•  CHINA IS A HIGH SAVINGS NATION

CHINA AUTO�

WEAK

NES

SES

•  SATURATION IN TIER 1 CITIES

•  BRAND REPUTATIONS, PAST MISTAKES, & INTERNATIONAL ROOTS

•  PRICING WARS

•  LACK OF GOVERNMENT INCENTIVES, DISCONTINUED

•  FOCUS ON SHORT-TERM GAINS

•  MANY COMPANIES CONTINUE TO INVEST IN THE LARGE GROWING MARKETS OF YESTERDAY WHILE OVER LOOKING THE FASTER

GROWING MARKETS OF TOMORROW

•  LOWER TIER CONSUMERS HAVE A GREATER PRICE SENSITIVITY, FOREIGN BRANDS ARE ASSOCIATED WITH BEING EXPENSIVE

CHINA AUTO�

OPPO

RTU

NIT

IES

•  CHINESE CONSUMERS ARE EXPERIENCING AN INCREASED AMOUNT OF DISCRETIONARY INCOME DUE TO RAPID

URBANIZATION—DEMANDING LATEST & GREATEST PRDOUCTS .

•  NEWLY DEVELOPING TIER 2/3/4 CITIES ARE TURNING TO PRIVATE VEHICLE TRANSPORTATION DUE TO UNDERDEVELOPED PUBLIC

TRANSIT SYSTEMS, CHANGING TRAVEL PATTERNS & INVESTMENT—NEED FOR EXTENSIVE DEALERSHIP & SERVICE NETWORKS :

ACQUIRE EARLY PENETRATION

•  FOCUS ON DEALERSHIP & DISTRIBUTION NETWORKS, MOST INFLUENTIAL TOUCHPOINT OF CONSUMER PRODUCT INTERACTION

& PURCHASE

•  PLAN TO INCREASE SALES OF NEW ENERGY CARS TO 5% OF CHINA’S PASSENGER VEHICLE SALES IN NEXT 5 YEARS

CHINA AUTO�

TH

REATS

•  OVERCAPACITY—ROADS OF LARGE CITIES REPRESENT CONCENTRATION OF BUYING POWER FOR AUTOS. CITIES LIKE GUANGZHOU, BEIJING, SHENZHEN, & SHANGHAI ARE ALREADY

HIGHLY CONGESTED

•  REGULATORY FEES SUCH AS ￥50,000 LICENCE PLATE FEE & INCREASED GOV’T CONTROL SUCH AS BEIJING’S LICENSE PLATE

LOTTERY SYSTEM

•  HYPER COMPETITION •  LOCAL AUTO DEVELOPMENT— GOAL IN JV PROJECT: TO BUILD LOCAL

AUTO INDUSTRY WHILE ATTAINING SKILLS + TECHNOLOGIES FROM FOREIGN MANUFACTURERS. NOW REACHING POINT OF DOMESTIC

INDUSTRIAL PRODUCTION W/ SALES BACKED BY GOV’T.

CHINA AUTO�

REBRANDING�

SITUATIONAL�ANALYSIS�

USED TO DISTINGUISH A PRODUCT/SERVICE FROM

COMPETITORS BY ESTABLISHING CERTAIN

IMAGES IN THE PROSPECT’S MIND.

BRANDING IS…�

PRODUCTS ARE LEADERS BECAUSE THEY ARE LEADING

BRANDS.

BRANDING IS…�

WHAT CONSUMERS SAY!VS.!

WHAT THEY DO

COMPETITION�

IMPORTANT FACTORS IN

PURCHASING

REASONS FOR PURCHASING CURRENT VEHICLE

:�

:�

COMPETITION�

REASONS TO PURCHASE CURRENT CAR COMPETITION�

IMPORTANT FACTORS IN PURCHASING COMPETITION�

REASONS TO PURCHASE CURRENT CAR COMPETITION�

IMPORTANT FACTORS IN PURCHASING COMPETITION�

REASONS TO PURCHASE CURRENT CAR COMPETITION�

MERELY A MARKETING FUNCTION, BUT A COMPANY

WIDE ENDEAVOUR.

REBRANDING�ISNT�

REBRANDING�

BRAND�ANALYSIS�

•  Develop useful innovation focused on protecting the environment, enhancing comfort and improving safety;

•  Increase sales, in part through stepped-up international development

•  Secure profitable growth to finance capital investment from cash flow and remain independent

BRANDING�PEUGEOT CITROEN�

HOW DO YOU PERCEIVE YOUR BRAND?

BRANDING�PEUGEOT CITROEN�

HOW DO OTHERS PERCEIVE YOUR BRAND?

BRANDING�PEUGEOT CITROEN�

WHAT YOU SAY, !ITS WHAT OTHERS SAY

ABOUT YOU

A BRAND IS NOT…�

“TOO ARROGANT TO INTRODUCE IT’S NEW TECHNOLOGY & LATEST CARS INTO THE MARKET”

“FRENCH CARS DON’T BELONG TO THOSE PREMIUM ONES. OBVIOUSLY, NONE POPULAR

SUPERIOR AUTOMOBILES AVALIABLE IN MARKET COME

FROM FRANCE”

“SOME DEFECTS MAY EXIST IN DESIGN OF FRENCH CAR, WHICH IS ALSO ONE OF ITS

CHARACTERISTICS & SYMBOL”

WHAT !ARE!CONSUMERS !SAYING:

BRANDING�PEUGEOT CITROEN�

•  COMFORTABLE •  SUITABLE FOR FAMILY

USAGE •  MOSTLY HATCHBACK CARS •  DELICATE •  SAFE •  PERSONALIZED •  UNIQUE •  EXCELLENT CHASSIS

•  NOT PREMIUM •  MINOR •  NOT PRESENTABLE •  SMALL AUTO BODY •  LOTS MINOR PROBLEMS •  LACK OF ATTENTION TO

DETAIL •  ARROGANT

BRANDING�PEUGEOT CITROEN�

BRANDING�CHANGE IT�