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According to a new survey released by market research firm AC Nielsen in September, the auto maker’s advertising in 2003 saw a rapid growth of 4.6 billion yuan. Among them, the advertising fee for the print media reached 2.6 billion yuan. However, at the same time, car brand awareness is affected by a combination of factors that are not directly proportional to the amount of advertising, but in terms of performance, appearance, brand image and many other factors affecting consumer purchase, “value for money†"More than one-third of consumers are the primary considerations in choosing a car.
Honda has the highest return on advertising
In 2003, car manufacturers and distributors doubled their advertising capacity in the media, reaching 4.6 billion yuan. Of this, RMB 2 billion was spent on TV media and RMB 2.6 billion was spent on print media. ACNielsen recently conducted a computer-assisted telephone survey of car brand preferences among 2,500 consumers in Beijing, Shanghai, and Guangzhou. The survey shows that for some automakers, high advertising is a major marketing tool and does not 100% win the high recognition of individual brands among domestic consumers.
Of the foreign car brands surveyed, the public’s return on advertising performance performed well, ranking first in both advertising and brand recognition. In 2003, VW’s advertising spending was as high as RMB 650 million, and brand awareness was as high as 55%. Audi ranked second with 18% brand awareness. Compared with this, Audi’s media advertising spending was only RMB 290 million. The two major brands, General Motors and Toyota, are less sensible, at 15% and 11%, respectively, and advertising is 350 million yuan and 330 million yuan respectively.
Of the nine foreign brands, Honda’s advertising placement achieved the highest return on investment. The strong sales of mainstream models have enabled Honda to control advertising in 2003 at 95 million yuan, which is 1/7 of the mass advertising investment, 2/7 of Toyota's advertising investment, but it has 17% of brand recognition, in recognition. Ranked third. The rest of the four brands participating in the survey did not reach double digits. According to the survey, although it has been more than eight years since entering the Chinese market, the chaotic use of vehicle marks has caused only 6% of respondents to have heard of the Citroen brand; 5% of the respondents have heard of modern times.
Non-buy brands are the primary considerations
Philippe Coquelle, director of automotive research at ACNielsen China, believes that most domestic consumers still prefer large-scale cars. The cars they hope to purchase can show their identity and status. The most important point for automakers is to understand key factors that influence consumer purchasing decisions and disseminate the right information through advertising to better reach the target consumer.
Vehicle performance, vehicle design, risk-taking lifestyle... These are not the main selling points for car sales. Nielsen survey shows that "value for money" is still the primary factor that 36% of consumers consider when buying a car. Other considerations include: brand image (17%) and sales and after-sales service system (10%). Only 6% of car buyers consider the performance of the vehicle, and 5% of consumers consider the overall design of the car. Small cars, hatchbacks, and MPVs and SUVs still have a small share in the market.
“Brand awareness is an important indicator of brand equity, but it is not the only indicator,†Coquelle believes. “The ultimate automaker will need to focus on other factors to improve brand equity — such as advanced technology, reliable performance, A symbol of novel design and status, but there is no doubt that the first step taken by manufacturers is to ensure consumers' attention and interest in the brand, which will be the primary issue that many manufacturers need to solve in the domestic market at the current stage.
"Word of mouth" as the main route of transmission
Although automobile manufacturers continue to increase brand advertising efforts, the reputation of “Word of mouth†remains strong in many channels of communication that determine car purchase behavior. According to the “Characteristics of Auto Purchasing Behavior Research Report†released by Xinhuaxin in the previous period, in the subdivided markets such as compact cars, small cars, MPVs, and SUVs, “experienced relatives and friends are introduced†are listed as the primary factors that determine car purchase behavior; In particular, consumers who purchased Santana, Jetta, and Beverly’s “oldest†models had a 51.5%, 45%, and 40.7% determinants of “word of mouth†respectively. In addition, the auto show, test drive, and previous vehicle use experience are also mentioned as high-rate channels, and the dissemination effect is better than media reviews, TV advertisements, and sales staff introductions.
For foreign brands that have only been put into production in China in recent years, due to the lack of effective support from “word of mouthâ€, the brand image must be closely integrated with the promotion of the first product. Therefore, Shanghai GM, Guangzhou Honda, Dongfeng Nissan (Aeosity), Beijing Hyundai and many other large-scale joint ventures have all chosen the B-class sedan with a displacement of 2.0L or more as a mountain scape and achieved good results. So far, many consumers still refer to Accord, Regal and other models with names such as “Guangben†and “Buickâ€. The Dongfeng Peugeot 307 new car has not yet been delivered and has received nearly 20,000 orders.
Tang Teng, deputy general manager of Dongfeng Symbol, told this reporter that the loss rate of existing orders for 307 is very low, and orders for high-end 2.0L models account for 70%. The remodeling effect of Peugeot brand in China is beyond the imagination of manufacturers.