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Geely


? A private company,built in 1985, mainly focused on automobile and motor

? In 1997,got a dramatic development when entered saloon car industry
? Its customers (low income to high income class)

? Competitors(BYD,Chery,Changan)

Geely family

Performance
Design
1. In 2002 Geely designed and built Meirenbao which titled 'China Industrial Design Innovation Award'
2. In 2003 Meirenbao rewarded as 'The China best sports car '

Sales
500000 416200 400000 329000 300000 200000 100000 0 2006 2007 2008 2009 2010 2011 204300 217687 230420 421600

Its sales grew quickly

Communication strategy
? Domestic strategy
Built Geely College Donated 18million(Wenchuan Earthquake)

? International communication strategy
First Attended famous Automobile Show

Second
Third

Held a international rewording logo design
Acquired VOLVO

Forth Its Black Taxi appeared at the closing ceremony in London Olympic Games Fifth Signed contract with Jeremy Lin

Domestic communication strategy
? Built Beijing Geely University in 2000,it was a good platform for spreading the name 'Geely'

Domestic communication strategy
? Donated 18 million RMB to Wenchuan Earthquake in 2008

International communication strategy
? Frankfurt Auto show(2005)

? Detroit Auto show(2006) pocketed the Silver Reward and got enough propagation returns

International communication strategy
? Held an international rewarding logo design(2007) ? On November 6, 2007, declared the result and attracted more attention,especially,the next generation

International communication strategy

Do yu know GEELY?

DO you know

VOLVO?

International communication strategy
Do you know who is the owner of VOLVO?

International communication strategy
? Acquired VOLVO (2009)

? Make more people know the brand 'Geely'

International communication strategy
? NBA player Jeremy Lin signed a contract with Geely Group for promoting VOLVO vehicles in China and USA for two years.

The growing sales of VOLVO
? 2010,Sold 374,000 units ( 11.2% ) ? 2011,Sold 449,255 units,(20.3% )

Showed a great beginning of new VOLVO BMW,BENZ and AUQI are the most powerful rivals

International communication strategy
? Classic London 'Black Taxi' which belongs to one of Geely's brands Yinglun appeared in London Olympic Games with hot girls

International communication strategy
? Many taxis running in London are changed to TX4 which getting many countries' appreciation and has been exported to France,Poland,Saudi and Egypt.

Its rivals
?

BYD another private company (in trouble)

(Sales co., LTD layoffs many sales people. Other departments of job cuts will then start. 70% )

It was not a good signal of BYD

Its rivals
The sales of Chery

Maintain high sales,is the most competitive rival

Takeaways
? First ? Second go out acquisition (necessary)

? Third
? Fourth

grab opportunity
to be the first person


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