三九医药提案英文版.ppt

& Todays Presentation A brief introduction on 3D News 3D brings to Sony Executive Summary BJ WH CD FZ GZ XA SY N= 4,181 respondents aged 15-64 respondents Represents 8 cities in China Hair Care Shower Cream Detergent Skincare Bar Soap Oral Care Candy Mint Candy Chocolate Coffee Fresh Milk Powdered Drink & Concentrate Soft Drinks Desk Top Computer Mobile Phone Fast Food Instant Noodles Essences/Vitamins/Ton ics Cold Remedies Film Sanitary Refrigerator TV Washing Machine Car 25 25 Categories Categories SH Why its special? Identification of target groups who offer the best potential for brand development Social segmentation and extensive attitudinal measures. Detailed and new media behaviour measures Competitive Advantage 1st D 1st D - Who are your loyal consumers, who are the strong potential 2nd D - What type of people are? 3rd D -Media consumption habit 1st “D” 3D Pyramid can tell you, your consumers in different level Familiarity Awareness of the brand Understanding of the brand offering Emotional attachment Of the advantages they see with brands in this category, are more than half of them with this brand? Committment Do they see at least one advantage with this brand? Preference Delivery Functionality Does it meet performance criteria? Is the quality or price appropriate? Consideration Is it a brand they would consider, is itrelevant to them? Why are loyal consumers important? - those who sit the top of the pyramid Familiarity Consideration Delivery Preference Commitment High share of expenditure on the brand in the category Low share of expenditure on the brand in the category Validation of the BrandDynamics Pyramid Familiarity Consideration Delivery Preference Committed Share of Wallet BrandDynamics Pyramid 12 16 17 20 50 2nd D 1st D - Who are your loyal consumer, who are the strong potential 2nd D - What type of people are? 3rd D -Media consumption habit Ambient Neighbor Traditionalists PessimistsCustodians Individualists Sophisticates Explorer s Followers Who are the flu sufferer? Individualists 17% of the population, higher income groups and skewed toward big cities. Very confident in their outlook and felt superior to others. Risk taker. Low in traditional value. Being superior, they tend to least value others opinions and low in community spirit. Least likely to be environmental friendly. Not much opinion on media as their focus is on accumulation of wealth. Very much a Self Centered and unhappy person. Explorers 12% of the population, significantly from the teens and early 20s, slightly female skewed Mainly from a non personal income group Like to try new things and highly image conscious. Like to be different from other. Spontaneous. Internet has become a part of their routine. Technology is an integral part of their lives. Like to watch Foreign TV program. Tend shop with parents. Least likely to stay at home. Least likely to think about family life. Carefree, optimistic about Chinas future. Followers 14% of the population, more likely from smaller cities Desire to consistently please and agree. Early adopters in terms of fashions, product and technology. Felt that money is the symbol of status. Tend to worry both about a small day to day matter and most likely to worry about their future. Enjoyed shopping and more likely to buy product they seen on advertisement. A pleaser who are worn out because they are afraid of being left out. Sophisticates 12% of the population, male skewed , aged between 25-34. Came from a higher income homes. High self confident and natural leaders. Like to differentiate themselves. Workaholic. Sociable and enjoyed night out. Felt that designer brands are important to portrait self image. Fancy working with foreign enterprises. Would like to live abroad. Early adopter. Custodians 10% of the population,skewed to females, aged 45-64 and of lower incomes. High traditional family value. Family is the most important thing in their life. Tend to patron the same outlets and purchase the same brand. High dependency on TV. More likely to stay at home than going out. Thrifty when come to finance, price conscious. Do not keep up to date with technology and fashion. Generally a very contented person. Amiable Neighbors 13% of the population, slightly female skewed. More likely to be from bigger cities. Traditional outlook on life. Careful with money. Saving is also one of their significant habit. Not a risk taker. Generally a contented group. Have a strong community values. Fell that the TV and Newspaper are reliable source of information. Quite optimistic about the Chinas future. Traditionalists 12% of the population, slightly male skewed. More likely from smaller cities and lower income groups. Felt that married and accumulation of money are an integral part of life. Women should look after family, prefer son to daughter. Low interest in financial issue. Unlikely to go for branded goods and price conscious. Unreceptive to TV Advertising. Not a highly sociable person. Pessimists 10% of the population,skewed towards the early 30s. More likely from lower income group. Untrusting and doubtful about everything. Fell China is Corrupt and widening gap between rich and poor. Think very little of Chinese Media. TV Advertisement are too hard to understand and tend to zap TV commercials. A non early adopter. Generally pessimistic about life in China. 3rd D 1st D - Who are your loyal consumer, who are the strong potential 2nd D - What type of people are? 3rd D -Media consumption habit No Familiarity Topical Issues/ Documentaries Domestic News Preference Familiarity Entertainment/ Variety Show Hong Kong/ Taiwan Serial Music/ MTV Commmitted Brand Level and Program Preference? 3D & 999 - Study China cold remedies market by 3D Cold Remedy Brands Covered in 3D Tylenol Gaitianli While & Black Pill Contac Bufferin Gankang Yibai Keke Fortune Coltalin SK&F Panadol Brand Usage % Key Brand in Key Markets Currently Using % Key Brand in Key Markets Planning to Use Next Time Future Trend +: Increase -: Decrease 0: keep still Bufferin has plunge in GZ Contac has potential to gain more market in BJ Tylenol also has potential in BJ, SH, & WH So, who are the Top Cold Remedy brands in China - Depends on “What Counts? Brand Strength Analysis Base: All Skincare User(3175) Tylenol Level -31 -3 -2 Committed Preference Delivery Consideration Familiarity Bufferin Level -41 -10 -1 -6 Bufferin has a very strong performance, drop-out % is very slim Base: All Skincare User(3175) Contac Bufferin Committed Preference Delivery Consideration Familiarity Level -46 -9 -5 -7 Level -31 -3 -2 Brand Strength Analysis PPA prohibition brought negative influence and emotionally turn down the infinity Bufferin Drop Out Ratio P-C: Preference-Commitment D-P: Delivery-Preference C-D: Consideration-Delivery F-C: Familiarity-Consideration Bufferin has the lowest drop out ratio Tylenol is hard to keep the loyal consumers Contac barred consumer moving upward, but the commitment level is not too bad Brand Health Check - Using the Pyramid to see where potential really lies. The Pyramid Familiarity Aware of the brand, or have ever tried it, or think it meets personal needs Brand Awareness Opinion on Personal Needs The Pyramid Familiarity Consideration Move up the pyramid unless: Does not meet needs Costs more than prepared to pay or cost is too low to be good Wouldnt want to be seen using the brand Opinion on Personal Needs Opinion of Price Familiarity Consideration Delivery Go up again unless: Not good enough on two or three specific aspects relevant to the category e.g. Doesnt taste good enough or Not sufficiently comfortable or doesnt offer enough variety The Pyramid Customers are comparatively easier to be transferred to Delivery level, if there is no negative factors to them after trial the product Opinion of Performance Contac is a very extreme brand PPA issue Tylenol has special function target specific segment child care fomula? Familiarity Consideration Delivery Preference Move up again if: The brand appeals more than other brands Would recommend it to others Its different Has acceptable pricing Its trend setting Plus two or three specific aspects relevant to the product category The Pyramid To move up further, need more positive appeals than others to convince the consumers “their choices are right & wise” Product Performance Contac has some negative performance, but it may have improven formula Bufferin & Gaitiali have some special function Products Appeal Bufferin is more appealed than other brands Contac is a contradictory product Tylenol is not a attractive brand Familiarity Consideration Delivery Preference Commitment Go to the top of the pyramid if the brand has a major share of all advantages taking into account their importance in usage/purchase in the category The Pyramid Emotional Appeal Bufferin is more appealed than other brands Contac is a contradictory product Tylenol is not a attractive brand Contac has a higher familiarity than Bufferin Cluster Comparison Big brand users profile is similar to the % of cluster who will not catch cold? Big brand has high % in Amiable Neighbours & Custodian small brand doesnt have enogh those kind of user who are the decision maker when choose cold remedies? Mother & wife Summary Traditionally, OTC medicine is not only driven by cost too cheap to be good medical insurance, government subsidized Cold remedy is not a highly differentiated category performance brand image innovation: Bufferin: Day & Night concept Contac: 24hr remedy Summary selling point Chinese traditional herbs cold complex: drowse, sneeze, sore throat Performance & saftey are top 2 concerns PPA issue of Contac authority endorsement No specific segments Overall performance plays a decisive role To move forward. How can 3D improve 999s investment on media? Important when Choosing a Cold Remedy Brand Key Competitive Brand User Profile- Attitude Important When Choosing Cold Remedies Base: All Skincare User(3175) Performance and safty are the top 2 consideration when choosing a brand Key Brand User Life Attitudes Brand Awareness & Media Strategies Media Consumption Media Selection For Key Brand -(%) Base: All Skincare User(3175) Media Usage Frequency For Key Brand TylenolBufferinContacAll Currently User Last but not the least. Media is not stand-alone! Communication Works Right message ( Quality Creative) Right Communication Channels ( Against Core targets) Right Investment Weight ( Optimized Budgets) Quality of creative is critical Stronger copy drives stronger long-term sales response Strong brand linkage Relevance Credibility News With strong copy, we can afford to have lower weights Meaning: Higher Quality Creative = Lower Media Investment Implications of Long-Term Effects For Establishing a Brand Branded impact Communication ResponseResponse How memorable is the ad likely to be for the brand? Have we maximized our opportunity to communicate? Why or why not? How well/what does the ad communicate? Is it to strategy? How does the ad affect consumer response to the brand? Does it meet both short term and long