诺基亚网络公司中国媒介策略英文版

Nokia Networks and Carat Business Apr 15, 2005 Nokia Networks and Carat Business Global Support Nokia Networks and Carat Business Who are Carat Business? We are a specialist Business to Business media planning and buying agency We offer insight, multi-media solutions and implementation Carat Business was set up to deliver specialist expertise in B2B markets this is our sole remit Our knowledge and expertise has been built up over thirteen years We offer specialism, a passion for B2B and the capability and resource of a large international network Nokia Networks and Carat Business Carat Business are a specialist with the power of a network + market knowledge + committed individuals CARAT BUSINESS + global resource + scale/clout Networked consumer agencies Independent specialist agencies Nokia Networks and Carat Business Our technology media experience International Technology Clients Client Product Media Utilised AOL ISP National Press, Specialist Press BMC Software Technology Solutions IT Weeklies, Specialist Press, Exhibition Support Cable Provide OOH opportunity inside and outside airport Nokia Networks and Carat Business China Strategy Nokia Networks and Carat Business Competitive Analysis Nokia Networks and Carat Business Data Introduction This media competitive spending analysis is based on two data sources A.C. Nielsen AdQuest Report includes spending for TV, general newspaper and general magazine A more established ad spending monitoring company 慧聪国际咨讯集团 In addition to general Newspaper and Magazine, trade titles are the key information from this source All monitored spending are based on rate card rate Data Period : Jan 2003 Dec 2004 Nokia Networks and Carat Business Media Selection by Brand (2004) 单位：万元 Source : 慧聪国际咨讯集团 Nokia Networks and Carat Business Spending by Brand by Media Focus (2004) Source : 慧聪国际咨讯集团 单位：万元 Nokia Networks and Carat Business Competitors Definition Only employed Renmin Youdian Bao Nokia Networks and Carat Business Source : Nielsen Media Research RMB EricssonNokia ZTEHuawei Siemens NortelSH Bell Huawei, Siemens, Nortel and Ericsson increased their spending on Renmin Youdian Bao in 2004 Spending on by brand 2003-2004 Nokia Networks and Carat Business Source : Nielsen Media Research RMB EricssonNokia ZTEHuawei Siemens NortelSH Bell Business Titles are quite heavily employed by Huawei, Nortel and ZTE Spending on other National Newspapers by brand 2003-2004 Nokia Networks and Carat Business Source : Nielsen Media Research NP Spending Summary (2004) Nokia Networks and Carat Business Source : Nielsen Media Research Magazine media Usage 2003-2004 RMB Huawei Nokia ZTE Siemens NortelSH Bell Ericsson 25% 100% 34% 66% 66% 32% 75% 82%18% 47% 53% 100% 100%100% 100% Huawei and Siemens used both Business and Inflight magazines 10% 90% 75% 25% 2% Nokia Networks and Carat Business Source : Nielsen Media Research Business Magazine Title Selection by Brand (2004) Nokia Networks and Carat Business Source : 慧聪国际咨讯集团 Trade Magazine Title Selection by Brand Top Ten (2004) Nokia Networks and Carat Business Huawei Huawei Technology Co. Nokia Networks and Carat Business Huawei 3com CoHuawei Nokia Networks and Carat Business Siemens Siemens Hipath Solution Siemens Co Ltd. Siemens Telecom Nokia Networks and Carat Business Nortel Nokia Networks and Carat Business Ericsson Nokia Networks and Carat Business ZTE CDMA Mobile Comm. Systems ZTE Communication ZTE ZXDSL ZH KDJR System ZTE Nokia Networks and Carat Business SH Bell Nokia Networks and Carat Business Huawei, as our key competitor, put heavy effort in media investment Trade Titles are the main media employed by competitors to deliver both brand image and product information Renmin Youdian is by far the most important medium for all competitors, a must have trade title Communication Weekly and Communication World also received popularity by all competitors Competitors also use business titles for brand image building Findings & Implications Outstanding creative is the core to stand out from clutter We should consider the combination of trade titles and business titles Nokia Networks and Carat Business Target Audience Nokia Networks and Carat Business Three levels of target 1. Operators, existing and prospects - Primarily CXO level: CEO, CFO, COO CTO and other decision makers - Influencers within the operators organisation, other employees 2. Analysts, investors, media and other industry influencers 3. Networks employees (primary: marketing & sales force) Priority for ATL Important Target Audience Nokia Networks and Carat Business Targeting at C-Level C-Level lives in general: Busy, time pressed Bold & aggressive power players and decision makers Independent thinkers and leaders Striving to develop local as well as overseas market Aggressive contenders seeking competitive edge Nokia Networks and Carat Business Source: CBES 2004 Media Consumption Habit Reach % TV & Print have the best coverage but TV has high wastage Nokia Networks and Carat Business Media Strategy Nokia Networks and Carat Business Overarching principles - Localization Broad “C Level” type publications: Business print Telecoms GovernmentMarketing MedicalIT Construction Targeting at senior level, but cross industry Targeting at industry level, wastage across job title, but pick up of influencers in the key industry Vertical print environmentally strong, cost effective and targeted Business print more of “C” level interest Telecoms / IT Nokia Networks and Carat Business Media Strategy Network Employees 移动部，技术部，增值业务部 更新技术部门 Influencers 运营维护处、计划建设部 技术决策部门 CXO 决策层 Trade Print Business PrintOOH Nokia Networks and Carat BusinessMedia Strategy Trade Print Media Consideration Business Print Outdoor Trade titles was considered with the top priority for telecom industry = necessary evil Some are “must read” titles : the leading authoritative industry newspaper Peoples Post and Telecommunication News Branding/ imagery reinforcement with matching target contacts Outdoor media located in airport and operators apartments will be very relevant and target-focused Mixed with print to broaden the target reach and enhance the impression Business Print is more of the interest of CXO Good for brand image building Broaden the coverage on top of Trade Print Accurate selection in order to minimize wastage Nokia Networks and Carat Business Media Selection Nokia Networks and Carat Business Trade Print Focus Technical News Telecom & IT Integrated Trade Title Category Network Employees 移动部，技术部，增值业务部 更新技术部门 Influencers 运营维护处、计划建设部 技术决策部门 CXO 决策层 Nokia Networks and Carat Business Trade Print Titles Selection - Newspaper For Trade Newspaper, Priority will be given to the leading authoritative industry newspaper serving communications, Peoples Post and Telecommunication News Frequency More insertions will be put on the first launch week of each wave Position & Format Premium position and format, e.g. FP and HP on the cover or back cover of each section Nokia Networks and Carat Business Trade Print Titles Selection - Magazine For Trade Magazine, title selection criteria Interest of the core target group Editorial content Printing quality Readership profile Circulation Publishing group background Frequency More insertions will be put on News & Integrated trade titles Position & Format Premium position and format, e.g. Cover gatefold or Three consecutive pages to enhance impact Nokia Networks and Carat Business Trade Print Selection Criteria Nokia Networks and Carat Business Trade Print Selection Criteria Nokia Networks and Carat Business Trade Print Selection Criteria Nokia Networks and Carat Business News Integrated Telecom & IT Convergence Technical Peoples Post and Telecommunication News 人民邮电报 Communication Weekly 通信产业报 Communication World 通信世界 China Communication & Telecom Industry 中国电信业 Carrier China 运营商 New Telecommunication 新通信 Telecoms World Monthly 通讯世界 Tele communications Technology Magazine 电信技术 Telecommunications Science Magazine 电信科学杂志 China Network World 网络世界 Trade Print Titles Selection Nokia Networks and Carat Business Trade Print Titles Selection 人民邮电出版社 人民邮电报社 CCID-赛迪集团 美国 IDG集团CCW-中国计算机世界出版服务公司 亚洲传媒 Nokia Networks and Carat Business For Business Newspaper Business titles selection criteria: High target affinity in terms of content Better Editorial & Printing Quality Heavier insertions put in the first week of two launch waves Position & Format : Upfront position in each of the section, FP for launch and HP for sustaining Business Print Titles Selection - Newspaper Nokia Networks and Carat Business Business Newspaper Selection Criteria Nokia Networks and Carat Business Business Newspaper Title Selection Business Titles 21cn Business Herald The Economic Observer Nokia Networks and Carat Business For Business Magazines Business titles reach the CXO to reflect Nokia Network brand image Leading titles will be considered High content relevant titles with good printing quality Position & Format Premium position / format such as Back Cover or Three consecutive pages to enhance impact Business Print Titles Selection - Magazine Nokia Networks and Carat Business Bu