- Training Program -
DAFTAR ISI
2
Tujuan Program
3
LATAR
BELAKANG
• Kondisi Pasar Otomotif Indonesia
4
LATAR
BELAKANG
• Kondisi Pasar Otomotif Indonesia
5
2018
2019
7
151,846 158,691 4.5% 206,081 30% 71,466 SUV Total
1.7% 6.6%
Market Total
• Pasar SUV terus bertumbuh dengan dengan tingkat pertumbuhan di atas pertumbuhan market total
• SUV-B masih mendominasi pasar SUV dengan menjadi kontribusi terbesar dalam pasar SUV 8
LATAR
BELAKANG
• Indonesia Market Situation
9
Sejak peluncuran di bulan Februari ’19, Wuling Almaz
mendapatkan respon yang sangat baik dari pasar
10
BACKGROUND
• Indonesia Market Situation
11
Wuling Almaz (Tahap I) Kompetitor Utama
Pertahankan Paket Terbaik Kendaraan Saat Ini (Model, Spesifikasi dan Fitur)
Mesin
Kenyam
1.5
anan
Turbo
Perbaiki Kapasitas Penumpang+ Varian Lebih Rendah+ Fitur (Nilai Lebih)
12
PERBAIKAN
PRODUK
• Tujuan Perbaikan
• Penempatan Produk
• Konsep Komunikasi
• Vs. Kompetitor
13
PERBAIKAN
PRODUK
• Tujuan Perbaikan
• Product Positioning
• Communication Concept
14
Strategi Berikut (Tahap II)
Pertahankan Paket Terbaik Kendaraan Saat Ini (Model, Spesifikasi dan Fitur)
15
PERBAIKAN
PRODUK
• Improvement Objectives
• Product Positioning
• Communication Concept
16
Varian Sekarang Varian Berikut
(Tahap I) (Tahap II)
1.5 L CVT 5 seats 1.5 L CVT 5 seats Varian sekarang dengan tambahan fitur
Fitur Tambahan :
Voice Command
1.5 S MT 7 seats Varian lebih rendah, transmisi manual
dan kapasitas 7 penumpang
17
Semua Varian Mendapatkan Fitur Baru
HALO
Music,
Tech Indonesian Radio & Phone Phone File
No Brand Maps AC Window Sunroof
Name Language Audio Control Call Access
Control
1 Wuling WIND Only WIND can use Indonesian language and control all car functions
Mazda
2 Mazda
Connect ● ● ●
3 Chevrolet Trax Siri Eyes ● ● ●
Toyota New
4
Agya ●
Voice
Mits. Xpander
5
Ultimate
Comma ● ●
nd
6 Toyota CHR ● ●
19
PERBAIKAN
PRODUK
• Improvement Objectives
• Penempatan Produk
• Communication Concept
20
Penempatan Poin Lebih Target Pelanggan Kompetitor Utama
SUV 7 penumpang
1.5 S CVT 7 seats dengan harga SUV
• Pria < 30 thn (mobil pertama) atau
• Toyota Rush G & TRD
> 45 thn (tambahan/pengganti)
Medium namun • Kapasitas Kabin Sportivo
• Pemilik Bisnis Kecil (40%)
memiliki fitur setara • Turbo + CVT • Daihatsu Terios R
• Karyawan (17%)
High SUV dan juga • Model • Mitsubishi Xpander
• Pertimbangan Pembelian: Model,
berkompetisi dengan (Sport & Ultimate)
1.5 S MT 7 seats MPV Low
Ruang dan Harga
21
PERBAIKAN
PRODUK
• Improvement Objectives
• Product Positioning
• Konsep Komunikasi
22
SMART TECHNOLOGY
SMART ECOSYSTEM ADVANCED TECHNOLOGY LEADING FEATURES & STYLISH DESIGN
SMART VOICE COMMAND :
10 Functions :
1. Sunrrof
2. Window
3. Application
4. Radio
5. Date & Time
6. Phone • Panoramic Sunroof • Additional 7 seats
7. Bluetooth • Electronic Features variant
8. Air Conditioning • Premium Sound • Stunning Exterior
9. Music System Design
Powerful Engine CVT Technology • Advanced Suspension • Stylish Interior Design
10. Volume Setting
with Turbo from from System
Honeywell Bosch • High Safety Features
23
PERBAIKAN
PRODUK
• Improvement Objectives
• Product Positioning
• Communication Concept
24
Profil Pelanggan
Customer Profile Gaya Hidup
Lifestyle
Gender Umut Sumber Informasi
• Perduli terhadap kesehatan
Exhibition
(Gaya hidup sehat)
• Suka berkumpul dengan teman
• Dekat dengan dunia digital
Occupation • Suka bergabung dengan komunitas
• Menghabiskan waktu dengan keluarga di Mal
Komplek Bisnis
Database Database
Pemilik Wuling Kompetitor
Gym Café/Resto 25
Tempat Kegiatan Referensi Database Internet & Sos Med
AKTIVITAS KUNCI
• Manajemen Posting
• Penelitian “Kata Kunci”
Exhibition Mobile Exhibition Flyering • Penempatan Iklan
• Optimalisasi SEO
• Pengembangan Website
Kunjungan ke Prospecting Ke
Pelanggan Wuling Pelanggan
Kompetitor
Sponsorship Join Promo 26
PERBAIKAN
PRODUK
• Improvement Objectives
• Product Positioning
• Communication Concept
27
Desain Eksterior
1.5 L CVT 5 & 7 Seats 1.5 S CVT & MT 7 Seats
Modern
Dimensi
28
Desain Eksterior
1.5 L CVT 5 & 7 Seats 1.5 S CVT & MT 7 Seats
Modern
• LED DRL
• Lampu senja
Future Eyes
Lampu sein LED • Hanya dekoratif
• Tidak ada fungsi lampu
Lampu Utama
29
Desain Eksterior
1.5 L CVT 5 & 7 Seats 1.5 S CVT & MT 7 Seats
Modern
List Kaca
Chrome Hitam
30
Desain Eksterior
1.5 L CVT 5 & 7 Seats 1.5 S CVT & MT 7 Seats
Modern
Roda
31
Desain Eksterior
1.5 L CVT 5 & 7 Seats 1.5 S CVT & MT 7 Seats
Modern
Kombinasi Lampu
Belakang LED
5 seats
32
Desain Eksterior
1.5 L CVT 5 & 7 Seats 1.5 S CVT & MT 7 Seats
Modern
Spoiler Belakang
dengan LED High
Mount Stop Lamp
(HMSL)
33
Interior Modern
1.5 L CVT 5 & 7 Seats 1.5 S CVT & MT 7 Seats
Smart Multimedia
dengan 10.4”
Touchscreen Head
Unit
• Fitur Baru “WIND”
• Peningkatan Fungsi “Wuling Link”
Bahan Kursi
34
Kabin Luas dan
1.5 L CVT 5 & 7 Seats 1.5 S CVT & MT 7 Seats
Nyaman
Sistem Audio
Penyesuaian Bangku
Pengemudi
35
Fitur dan Kenyamanan
1.5 L CVT 5 & 7 Seats 1.5 S CVT & MT 7 Seats
Terdepan
Panoramic Sunroof
Keyless Entry
36
Fitur dan Kenyamanan
1.5 L CVT 5 & 7 Seats 1.5 S CVT & MT 7 Seats
Terdepan
Cruise Control
Cruise Control dan Tombol MID Tidak Ada Cruise Control dan Tombol MID
37
Fitur dan Kenyamanan
1.5 L CVT 5 & 7 Seats 1.5 S CVT & MT 7 Seats
Terdepan
Meter Cluster
38
Fitur Keselamatan
1.5 L CVT 5 & 7 Seats 1.5 S CVT & MT 7 Seats
Standar Tinggi
Driver
only
Multiple
passengers
Sistem Pengereman (with EBD)
Multiple
passengers
(without EBD)
Antilock Braking System (ABS) Electric Brakeforce Distribution (EBD) Break Assist (BA)
39
Fitur Keselamatan
1.5 L CVT 5 & 7 Seats 1.5 S CVT & MT 7 Seats
Standar Tinggi
Traction Control
System (TCS)
Electronic Stability
Control (ESC)
40
Fitur Keselamatan
1.5 L CVT 5 & 7 Seats 1.5 S CVT & MT 7 Seats
Standar Tinggi
Kamera Kendaraan
41
Fitur Keselamatan
1.5 L CVT 5 & 7 Seats 1.5 S CVT & MT 7 Seats
Standar Tinggi
Sensor Kendaraan
Tyre Pressure
- Fitur Tidak Tersedia-
Monitoring System
(TPMS)
42
Fitur Keselamatan
1.5 L CVT 5 & 7 Seats 1.5 S CVT & MT 7 Seats
Standar Tinggi
SRS Airbag
2 Front
43
Fitur Keselamatan
1.5 L CVT 5 & 7 Seats 1.5 S CVT & MT 7 Seats
Standar Tinggi
Remote Open
Windows and Trunk
44
PENINGKATAN
PRODUK
• Improvement Objectives
• Product Positioning
• Communication Concept
• Vs. Kompetitor
45
Almaz L HR-V 1.5 E Almaz S Rush TRD Xpander Ultimate
Model Name
CVT CVT MT / CVT 4AT / 5MT 4AT
DIMENSION
Length (mm) 4,655 4,294 4,655 4,435 4,475
Width (mm) 1,835 1,722 1,835 1,695 1,750
Height (mm) 1,760 1,580 1,760 1,705 1,700
Wheelbase (mm) 2,750 2,610 2,750 2,685 2,775
Ground clearance (mm) 205 185 205 220 205
No. of Seat 7 5 7 7 7
POWERTRAIN
Engine capacity 1,451 cc 1,497 1,451 cc 1,496 1,499
Air induction Turbocharged Naturally aspirated Turbocharged Naturally aspirated Naturally aspirated
Max. power (hp) 140 118 140 102 102
Max. torque (Nm) 250 145 250 136 141
Transmission CVT CVT MT / CVT 4AT / 5MT 4AT
Drive layout FWD FWD FWD RWD FWD
Almaz L vs HR-V 1.5 E Almaz S vs Rush TRD & Xpander
• Kelebihan : • Kelebihan :
• Dimensi • Dimensi
• Kapasitas bangku (7 seats vs 5 seats) • Mesin lebih bertenaga
• Mesin lebih bertenaga
• Tantangan :
• Tantangan : • Radius Putar
• Radius Putar • Efisiensi Bahan Bakar
• Efisiensi Bahan Bakar 46
Almaz L HR-V 1.5 E Almaz S Rush TRD Xpander Ultimate
Model Name
CVT CVT MT / CVT 4AT / 5MT 4AT
CHASSIS
Electric Power Steering (EPS) ● ● ● ● ●
Tilt steering ● ● ● ● ●
Telescopic steering - ● - - ●
Front suspension McPherson McPherson McPherson McPherson McPherson
Multi-link, Multi-link,
Rear suspension Torsion beam Multi-link with stabilizer Torsion beam
independent independent
Wheel Alloy with machining Alloy Alloy Alloy with machining Alloy with machining
Tire size 205/60 R17 215/55 R17 205/60 R17 215/60 R17 205/55 R16
Tire brand GT Radial Bridgestone GT Radial Bridgestone Dunlop
Front brake Disc Disc Disc Disc Disc
Rear brake Disc Disc Disc Drum Drum
Almaz L vs HR-V 1.5 E Almaz S vs Rush TRD & Xpander
• Kelebihan :
• Kelebihan :
• Suspensi Belakang Independen
• Suspensi Belakang Independen
• Disc Brake Depan dan Belakang
• Ukuran roda lebih besar dari Xpander
• Tantangan :
• Tidak ada telescopic steering
• Tantangan :
• Tidak ada telescopic steering
• Alloy wheel tanpa machining 47
Almaz L HR-V 1.5 E Almaz S Rush TRD Xpander Ultimate
Model Name
CVT CVT MT / CVT 4AT / 5MT 4AT
EXTERIOR
Frameless wiper ● - ● - -
Projector headlamp LED - Halogen LED Halogen
Front fog lamp ● ● - ● ●
LED DRL ● - - - -
LED turn signal ● - ● ● -
Body color 6 6 6 6 5
Rear upper spoiler ● ● ● ● ●
Panoramic sunroof ● - - - -
Roof rail ● - ● ● -
Shark fin antenna ● - ● ● -
Rear defogger - ● - ● -
Chrome window list ● - - ● ●
Front skid plate ● - ● ● ●
Rear skid plate ● - ● ● ●
Wheel arch moulding ● ● ● ● -
Side body moulding ● - ● ● -
Almaz L vs HR-V 1.5 E Almaz S vs Rush TRD & Xpander
• Kelebihan : • Kelebihan :
• LED Projector headlamp & DRL Desain SUV tangguh
• Panoramic sunroof (electric)
• Tantangan :
• Desain SUV tangguh
• Rush ada LED headlamp
• Tantangan : • Tidak ada foglamp
• Tidak ada defogger belakang • Tidak ada defogger belakang 48
Almaz L HR-V 1.5 E Almaz S Rush TRD Xpander Ultimate
Model Name
CVT CVT MT / CVT 4AT / 5MT 4AT
INTERIOR
Double blower A/C ● N/A ● ● ●
Soft touch I/P ● ● ● ● -
Semi leather seat ● ● - - -
Vanity mirror ● ● - ● ●
Chrome inner door handle ● - - ● ●
Multi-Instrument Display ● ● ● ● ●
Leather covered steering
● - - ● ●
wheel
Audio control steering switch ● ● ● ● ●
Bluetooth phone steering
● ● ● - ●
switch
2nd row - one touch tumble ● N/A ● ● ●
Flat floor baggage
● ● ● ● ●
configuration
Almaz L vs HR-V 1.5 E Almaz S vs Rush TRD & Xpander
• Kelebihan :
• Sama dengan HR-V • Smart multimedia dengan koneksi dan steering switch
• Tantangan :
• Steering wheel (tidak dilapisi kulit)
• Tidak ada vanity mirror
49
Almaz L HR-V 1.5 E Almaz S Rush TRD Xpander Ultimate
Model Name
CVT CVT MT / CVT 4AT / 5MT 4AT
ENTERTAINMENT & HEAD UNIT
Speakers 9 (premium brand) 6 6 8 6
Touchscreen audio head unit 10.4" 6.1" 10.4" 7" 2DIN
AM/FM radio ● ● ● ● ●
USB ● ● ● ● ●
Aux-in ● ● ● ● ●
CD / DVD - ● - ● ●
Bluetooth connection ● ● ● ● ●
Internet / Weblink - - - ● -
Vehicle setting ● - ● - -
Offline voice command ● - ● - ●
Mirror link function ● - ● ● -
51
Almaz L HR-V 1.5 E Almaz S Rush TRD Xpander Ultimate
Model Name
CVT CVT MT / CVT 4AT / 5MT 4AT
SAFETY
ASEAN NCAP Rating (4) TBD 4 (4) TBD 5 4
Electronic Stability Control
● ● ● ● ●
(ESC)
ABS & EBD & BA ● ● ● ● ●
Traction Control System ● - ● - -
Hill Hold Control ● ● ● ● ●
Emergency Stop Signal ● ● ● ● ●
Electric Parking Brake ● ● ● - -
Auto Vehicle Hold ● ● ● - -
ISOFIX ● ● ● ● ●
Airbags 4 2 2 6 2
Tire Pressure Monitoring
● - - - -
System
Seatbelt reminder Driver & Co Driver Driver & Co All seats Driver & Co
Anti theft system ● ● ● ● ●
Rear parking camera ● - ● ● ●
Immobilizer ● ●C ● ● ●
Almaz L vs HR-V 1.5 E Almaz S vs Rush TRD & Xpander
• Kelebihan : • Kelebihan :
• Traction Control System • Traction Control System
• 4 airbags • EPB & AVH
• TPMS
• Peringatan seat belt pengemudi dan
• Tantangan :
penumpang • 2 airbags (vs Rush 6 airbags)
• Kamera parkir mundur • Rush mempunyai pengingat seatbelt untuk semua kursi 52
Almaz L CRV 1.5L Turbo Toyota Kijang Innova G
Model Name
CVT CVT 6AT/5MT
Dimensi
Length (mm) 4,655 4,584 4,735
Width (mm) 1,835 1,855 1,830
Height (mm) 1,760 1,679 1,795
Wheelbase (mm) 2,750 2,660 2,750
Ground clearance (mm) 205 185 NA
No. of Seat 7 7 7
POWERTRAIN
Engine capacity 1,451 cc 1,498 cc 1,998 cc
Air induction Turbocharged Turbocharged Naturally aspirated
Max. power (hp) 140 190 139
Max. torque (Nm) 250 240 187
Transmission CVT CVT 6AT/5MT
Drive layout FWD FWD RWD
46
Almaz L CRV 1.5L Turbo Toyota Kijang Innova G
Model Name
CVT CVT 6AT/5MT
CHASSIS
Electric Power Steering (EPS) ● ● ●
Tilt steering ● ● ●
Telescopic steering - ● ●
Double Wishbone with
Front suspension McPherson McPherson
Coil Spring and Stabilizer
Multi-link, 4 Link with Coil Spring
Rear suspension Multi-link
independent and Lateral Road
Wheel Alloy with machining Alloy Alloy
Tire size 205/60 R17 235/60 R18 205/65 R16
Tire brand GT Radial Bridgestone Bridgestone
Front brake Disc Disc Disc
Rear brake Disc Disc Drum
49
Almaz L CRV 1.5L Turbo Kijang Innova G
Model Name
CVT CVT 6AT / 5MT
ENTERTAINMENT & HEAD UNIT
Speakers 9 (premium brand) 8 6
Touchscreen audio head unit 10.4" 9" 7"
AM/FM radio ● ● ●
USB ● ● ●
Aux-in ● ● ●
CD / DVD - - ●
Bluetooth connection ● ● ●
Internet / Weblink - - -
Vehicle setting ● - -
Offline voice command ● - ●
Mirror link function ● ● ●
50
Almaz L CRV 1.5L Turbo Kijang Innova G
Model Name
CVT CVT 6AT / 5MT
CONVENIENCE
Parking camera 360 degree Rear -
Electric seat adjuster ● ● -
Front & Rear parking sensor Front & rear Rear Rear
Power window with anti-pinch Driver Driver Driver
Electric mirror ● ● ●
Electric foldable mirror ● ● -
Auto AC ● ● -
Remote open windows ● - -
Cruise control ● ● -
Keyless entry ● ● -
Push start/stop engine button ● ● -
• Tips Penjualan
53
MENGELOLA
PELANGGAN
• Motif Pembelian
• Tips Penjualan
54
Motif Pesan Kunci
DESAIN EKSTERIOR DESAIN EKSTERIOR MODERN
Modern & Gagah Desain Gagah Desain “Floating Roof” Garis Bodi Samping
• Future Eyes • Lampu Belakang
• Desain Grille Terintegrasi
• Desain Bumper
55
Motif Pesan Kunci
DESAIN INTERIOR DESAIN INTERIOR MODERN
56
Motif
Pesan Kunci
FITUR DAN
FITUR DAN TEKNOLOGI TERDEPAN
TEKNOLOGI
Smart Multimedia 360° Camera Sistem Audio One Touch Cruise Control Penyesuaian
With 10.4” Premium dengan Start/Stop Engine Bangku Elektrik
Touchscreen Head 9 speakers + 1 Button
Unit Amplifier
57
Motif Pesan Kunci
PERFORMA MESIN TURBO BERTENAGA DAN TRANSMISI CVT YANG HALUS
58
Motif Pesan Kunci
KEAMANAN FITUR KEAMANAN STANDAR TINGGI
Sasis Standar 4 SRS Airbags Tyre Pressure Monitoring Antilock Braking System
Keamanan Tinggi System
Driver only
Multiple passengers
(with EBD)
Multiple passengers
(without EBD)
Electronic Brake
Distribution Traction Control
System Brake Assist Electronic Stability Control
59
Motif Pesan Kunci
KENYAMANAN KENYAMANAN BERKENDARA MAKSIMAL
60
MENGELOLA
PELANGGAN
• Purchase Motives
• Tips Penjualan
61
Prospek Berkualitas
CARI HOT PROSPECTS SEBANYAK BANYAKNYA
AKTIVITAS KUNCI
Aktivitas Marketing Penggunaan Database Internet dan Sos Media
(Exhibition, Mobex, Flyering, Join (Database Wuling dan (Manajemen Posting, SEO
Promotion, Sponsorship, Digital Kompetitor) dan Iklan)
Marketing)
62
Test Drive Yang Efektif
MENAWARKAN TEST DRIVE KE HOT PROSPECT
AKTIVITAS KUNCI
Menawarkan Test Drive Secara Agresif
(Semua Hot Prospects Harus Test Drive)
63
Follow Up Yang Efektif
TEKNIK FOLLOW UP YANG SEHARUSNYA
64
Follow Up Yang Efektif
TEKNIK FOLLOW UP YANG SEHARUSNYA
1 x 24 jam follow up secepatnya
01
02 secara lengkap
Lakukan follow up
05 04
AKTIVITAS KUNCI
Kelengkapan Dokumen
(Memastikan kelancaran aplikasi pelanggan)
66
MENGELOLA
PELANGGAN
• Purchase Motives
• Tips Penjualan
53
Biaya Perawatan Wuling Almaz Lebih Murah Dari Kompetitor
66
66