“Start Dreams, Drive BORA 1.6L”BORA 1.6L Shenzhen Launch Publicity Plan JULY 2002 7/18/2023 3 1. Objective and Background Analysis Objective: Make Shenzhen an experimental point of BORA 1.6L launch by means of integral marketing： Distill the feasibility of BORA 1.6L launch in other Chinese cities from the testing result of Shenzhen launch Background analysis--Shenzhen： Larger proportion of the whole population Susceptible to inter-national brands Rational consumption habit A higher consumption ability than people in other part of China Mature consumption intention High market potential An independent market will not affect nationwide BORA 1.6L launch Middle mgt self-employed people Demographic composition: Psycho-logical status: Consumption ability: Apply the successful BORA 1.6L strategy to the whole China 7/18/2023 4 Expected effectiveness: 2. Expected effectiveness and Measures Accumulation of brand fame Rise of brand favor Increase of sales volume Measures: Fix a BORA 1.6lL concept in consumers——a car worthy of the price BORA1.6L outstanding performance Imbuing BORA1.6L superior performance price ratio TVC Newspaper hard ads Newspaper soft news Building cover ads Colorful BORA city tour BORA1.6 top shopping mall show New color-car badge collection BORA1.6L office building open show Walmart new model debut BORA1.6 window display BORA 1.6 test drive BORA dynamic training camp Merchant Bank insertion delivering to pointed people group