奥美SINAcom020.ppt

1,ogilvy beijing,sina.com january 16, 2003,2,agenda,media competitive scene s insights & positioning marketing approach our approach,internet,4,estimated no. of internet users in china,35%,79%,91%,123%,source : cnnic (jan 2000),internet users - geographical distribution,source : cnnic (jan 2000),%,internet users - sex,source : cnnic (jan 2000),female 15%,male 85%,male 79%,female 21%,jun 1999,dec 1999,7,internet users - age,source : cnnic (jan 2000),8,internet user - occupation,source : cnnic (jan 2000),%,9,place of internet access,%,source : cnnic (jan 2000),10,online time,%,11,information gathered online,%,12,most frequently used services,%,13,telecom infrastructure,# of telephones (million) installed,source : idc,14,pc instalments,# of pcs (million) installed,source : idc,15,pc penetration vs internet access,%,source : cmms,internet access / pc penetration = 58% 51% 62% 34%,internet summary,exponential growth in internet users more than double in 6-month time broad geographical coverage majority of users in key cities - beijing, shanghai, guangzhou coastal markets show great potential gradual change of demographic profile male-skewed but the female share is increasing a significant portion of users are it practitioners and students but increasingly spreads across different industries,internet summary,local websites are getting more popular - e.g. sinanet domination of key sites especially portals diversification of websites to suit needs of different markets - e.g. sinanet and yahoo in china, hong kong and taiwan. internet alliance - china (netease), hk (netvigator) and taiwan (kimo) extensive websites emerge in china. room for improvement in content only a small % of sites accept advertising implications to advertisers need to improve the websites use of conventional & interactive media to drive traffic,internet summary,drivers of internet development in china expansion of information sources drive from china government aspiration of the new chinese generation to have quick access to the world fast-growing telecom infrastructure increasing household penetration hindrance narrow bandwidth high telecom fee language barrier lack of chinese information sources issue of security,competitive media review,20,introduction,source of data ac nielsen adquest media tv + newspaper + magazine period： 1999 jan - dec area nationwide - focus on beijing / shanghai guangzhou based on mointored figures gross rate card rate without frequency/ special discount source ac nielson srg,21,rmb(000),142%,408%,web category - ad. spend,197%,source : ac nielsen adex 1999,22,rmb(000),81%,198%,web category - ad. spend in primary cities (bj + sh + gz),361%,source : ac nielsen adex 1999,23,1999 - top 10 web advertisers,rmb000s,source : ac nielsen adex 1999,24,web category - 1999 media split,source : ac nielsen adex 1999,25,key competitors - share of voice (1999),s - aggressive launch campaign in late 1999, occupying more than 30% of total category spend,source : ac nielsen adex 1999,26,key competitors - media spend (1999),usd000s,source : ac nielsen adex 1999,27,y + sina + sohu + netease - spending by month (1999),spending skewed towards the 2nd half of the year,source : ac nielsen adex 1999,usd000s,28,sina,summary 1999 spending : usd 1.29 million s.o.v : 34% 2000 jan : usd 33,373 highlights : tv - program mix: *drama(41%), *sports(20%), *variety(19%), *documentary(13%) press - beijing youth daily, shopping guide, guangzhou daily, nanfang dushi bao, nanfang saturday, zu qiu, shanghai times wen hui bao, xinmin wanbao,press 14.5%,magazine 0.21%,tv : 85.3%,29,sohu,summary 1999 spending : usd 31.4 million s.o.v : 8% 2000 jan : usd 10,000 highlights : - 100% in newspapers - beijing youth daily, china youth daily, shopping guide, guangzhou daily, nanfang dushi bao, securities times, yangcheng wanbao, shanghai times, wen hui bao, xinmin wanbao, shenzhen special zone daily,press : 100%,30,netease,summary 1999 spending : usd33,000 s.o.v : 1% 2000 jan : usd 22,651 highlights : - 100% press - beijing youth daily, china youth daily, guangzhou daily, nanfang saturday, yangcheng wanbao, shanghai times,press : 100%,31,brand stewardship customer ownership,32,brand stewardship,perceptions,call to action,emotions,imagery,collective shared values,differentiation,awareness,credibility,brand preference,top of mind,trust,public face of the brand,33,brand stewardship & customer ownership,perceptions,emotions,imagery,collective shared values,differentiation,awareness,credibility,brand preference,call to action,personalized offers,intimacy,relevant detailed information,interactive dialogue,personal recognition,personal relevance,top of mind,trust,private face of the brand,public face of the brand,34,what we do,crm electronic marketing scenario planning database marketing live channels,client service planning creative media interactive technologies production,database development customer care digital printing,consultancy,communications,connections,35,customer ownership cycle- managing the customer value gaps,awareness,consideration,comparison & browsing,registration,purchase,repeat,support,s,37,s business objectives,continue the leadership position in china dot com category maximize reach % of web users translating to the highest page views volume in china maximize no. of registered web users generate advertising revenues generate e-business related services revenues build sina as a new mega internet brand with distinctive character and franchisable equity,38,s marketing challenges,identify a single, unique value proposition and (re-)define the category develop marketing program that lead to sinas leading position in china expand perception of sina as a general platform to embrace varied vertical properties derive a focused brand building and integrated communication plan and best optimize use of budget foster a favourable relationship with government, press and stakeholders,39,s - drivers of success,extend brand image drive desired behavior site visits registered membership repeat visits & continued participation in revenue driving events manage customer relationships to maximize loyalty optimize overall marketing performance and roi,brand insights & positioning,41,ww portal prognosis: flat growth,only 20% of web traffic will be through portals by 2002. only 20% of online sales ($8.7 billion) will be generated through portals in 2002 vs. 18% in 1999.,source: jupiter communications, 1999,42,ww competition for portal traffic is heated,source: media metrix, 1999,43,ww portal satisfaction rate,% saying they are totally satisfied with the brands available in the category,source: brandz, the wpp equity study,44,us users perceive leaders in “the pack”,source: brandz, the wpp equity study,45,we create by working through a brand relationship,customer segment profiles,brandprint product positioning,customer prints,marketing communication approach,47,customer acquisition strategy,relationship marketing,media drive to web,partnerships & exclusive offers,push cross-sell and up-sell with targeted direct marketing techniques,digitally capture customer knowledge to inform relationship marketing,establish e-business services affiliates and partners,drive traffic with relevant media continually optimize media buy based on learning leverage s communications/ advertising,48,one-to-one marketing,1:1 relationship marketing,49,requirements for effective 1:1 marketing,customer profiles,effective 1:1 communications,db marketing infrastructure (tbd),targeting offer strategy optimal media message strategy online requirements,opportunity sizing list generation campaign tracking customer tracking automated emails personalized content testing & learning measure marketing performance,investment aligned with high-value opportunities drive response through relevant messages & offers reduce acquisition costs maximize share of spend maximize roi,needs & preferences hh demographics purchase history marketing response history online behavior,customer database campaign management system email campaign engine response handling metrics & measurement tools,50,360 degree branding every point of contact builds the brand,segmented brand communications,general brand communications,50,tvc,radio,print,online advertising,site content,customer service,dmail /e-mail,50,51,media allocation model,top wired segments, it print lifestyles mag,%,magazine,print ad, sponsorship content partnership,%,newspaper,advertising, exposure effect barter deal,%,outdoor,reach, frequency & geography,%,tv,reach, frequency top wired segments,%,radio,webvertising, drive to web, link sponsorship, strategic alliances,%,online,e-mailing and database marketing,%,targeted mail,52,tracking and measurement,advertising communication effectiveness brand score tracking v.s. key competitors,our approach,54,project scope,customer segment profiling sina senior executive interview sina loyalist profile/behavior study customer print development competitive positioning analysis brand positioning brand audit & brand print development 360 degree brand management planning integrated commun