实力传播-DeliveringTheUnassailableAdvantageCastrolMediaRecommendation.ppt

delivering the unassailable advantage castrol 2002 media recommendation,date : sep 14, 2002,the role of media for castrol,castrols media money need to be invested as effectively as possible to achieve returns from the advertising as well as to compete the direct rivals, i.e. shell, mobil: - to the right people - at the right time - in the right place - at the right amount of times,effective media planning/buying,effective buying,understanding audiences,supporting regionality,tactical timing,media usage,market support / budget guidelines,budget: 16 mil(gross) market: the same as in 1998 - gd/fj/sc/gx/hn - js/zj - sh,media objective,to maintain the brand awareness & stimulate sales to condense tv weight across the high media consumption period to dominate the media sov over the roll-out markets,targeting requirements,recap the target audience over 1998 campaign: motorcycle users 23-45 years old middle income level: around 1,000,applying the media strategy,communication tasks,key issues for castrol,buying tactics,scheduling,communication goals,to condense media weight to achieve the top of the mind product currently, minimum effective weight need to be established for meaningful communications - grps effective reach, also the competitive environment agencys recommendation: - competitive levels vary from a monthly low of 105 grps to 1123 grps - monthly benchmarks for castrol: minimum 200 grps 50% 1+ reach recommended 400-600 grps 60%-75% 1+ reach optimum 700-800 grps 80%-85% 1+ reach,source: csm may-aug 98,competitive tv weight in castrols markets,city shanghai gd/gz jiangsu fujian sichuan henan guangxi,brands shell mobil shell mobil shell mobil shell mobil shell mobil shell mobil shell mobil,97 j f m a m j j a s o n d 98 j f m a m j,418 87 485 263 368 18 10,306 395 969 355 445 105 829 370 58 1123 54 436 110 578 211 64 316 74 53 54 600,442 606 303 199 251 365 465,372 174 91 455,280 84 175 8,90 213 35 9 37 60 28 43,324 174 161 117 358 108 11 124 161 500 10,unit: tarps/source: mms/x&l 1998,focus on primary markets,concentrate tv weights in the established sales distribution areas according the 1998 roll-out markets: region sov grp threshold gd/fj/sc/gx/hn 55% 600 jiangsu 20% 500 zhejiang 15% 500 shanghai 10% 500 minimum active months: 3 months for above areas.,(2) program selection,(4)format usage,tv buying tactics,in order to deliver the unassailable advantages over the competition and capture the brand share from the competitor, our buying tactics applied is based on our main competitors tactics on our roll-out markets.,(1)channel mix,(3) daypart selection,tv buying tactics:channel mix - shanghai,%,%,competitive activities diversified into multi- channel deployment: implications: multi-channel mix is the key to maximise the target reach in shanghai,1997, jan-dec,1998, jan-jun,source: x&l,tv buying tactics :channel mix - gd(guangzhou),%,1997, jan-dec,1998, jan-jun,mobil deployed more on provincial tv/shell focused on cable tv relatively implications: to focus on city cable channels/ deploy the local channel into smaller cities.,source: x&l,tv buying tactics:channel mix - nanjing,%,%,same as shanghai, several tv channel mixed: implications: its important to select multi- channel mix .,1997, jan-dec,1998, jan-jun,tv buying tactics - channel mix fuzhou,%,1997, jan-dec,1998, jan-jun,shells strategy most likely deployed in provincial than in city, also together with some local channels implications: provincial&city channel mix is the key,%,tv buying tactics:daypart selection/program selection -shanghai,source: x&l,1997, jan-dec,1998, jan-jun,late news,news,sports/ variety,drama,sports,sports,sports/ variety,news,drama,drama,sports/f-1,sports & news programs are the main programs the competitors focused. to concentrate on sports program to head on competition,tv buying tactics:daypart selection/program selection -gd(guangzhou),source: x&l,drama,1997, jan-dec,1998, jan-jun,sports & drama programs the competitors focused often. to explore other opportunities like news program.,drama,drama,news,drama,drama,drama/variety,drama,sports,drama,sports,news,tv buying tactics:daypart selection -zhejiang,source: x&l,1997, jan-dec,1998, jan-jun,drama & variety programs are deployed mainly by the competitors to diversify program selection to avoid the media clutter.,drama,drama,variety/drama,variety/drama,drama,news,tv buying tactics:daypart selection -fujian,source: x&l,drama,drama,drama/variety,news,drama/variety,1997, jan-dec,1998, jan-jun,drama & variety programs are deployed mainly by the competitors,tv buying tactics:format usage - shanghai,%,%,competitors mainly deployed 30” implications: long format to deliver enough ad message towards target,1997, jan-dec,1998, jan-jun,source: x&l,tv buying tactics:format usage - guangzhou,%,%,30” was still mainly used. implications: to use long formats due to the competitive environment,1997, jan-dec,1998, jan-jun,source: x&l,tv buying tactics:format usage - nanjing,%,%,tvc format mix was widely used implications: . to use 30” format to strengthen the newly established market,1997, jan-dec,1998, jan-jun,source: x&l,tv buying tactics:format usage - fuzhou,%,%,competitors mainly used 30”; in 1998, shell deployed its tvc format into mix of 15”/30” and 45” implications: . to make consistent tvc format to attract more targets.,1997, jan-dec,1998, jan-jun,source: x&l,scheduling,to commence the activity ahead of the peak of competitive investment to make early noise ahead of competitor. since the different competitive activities vary in different areas, we invest in different periods in different areas. gd/fj/sc/gx/hn - to start from the end of february (after cny) 1999 js/zj/sh - to start from march 1999,media opportunity for castrol,tv viewing habit:on-target tv program consumption -gz,source: cmms 1998,sports program appeals to our target-male, 23-45, motor-cycle users,attitude: on-target sports program consumption,source: cmms 1998/target:23-45,male, motor-cycle owners watched any sports as a spectator,soccer games is the favorite sports appeal to our target.,opportunity in guangdong (i),tv station: guangdong star tv program name: english premier league tv package: english premier league ads package broadcasting timing: time a -total 35 matches 1998 aug 15 begin, saturday 21:55 1998 nov 7 begin, saturday 22:55 1999 apr 3 begin, saturday 21:55 time b -total 10 matches sunday 22:55 5 games sunday 23:55 5 games ads position: gold package-diamond package-preside-first half match-diamond package-gold package-preside-second half match-diamond package-gold package-preside .,opportunity in guangdong (i),cost for sponsor: diamond ads package 30” rmb 839,800 15” rmb 525,300 total 45 match ,3 spots /match 135 spots gold ads package 30” rmb 635,800 15” rmb 414,800 total 45 match ,3 spots /match 135 spots background board sponsor xxx ads package rmb 1,179,800 form x x x english premier league total 135 spots,opportunity in guangdong (ii),tv station: guangdong star tv program name: english soccer league tv package: english soccer league ads package broadcasting timing: third round matches jan 2, 3 22:55 forth round matches jan 16,17 22:55 fifth round matches feb 13,14 22:55 sixth round matches mar 13,14 22:55 semi finals apr 3, 4 21:55 finals may 22 21:55 ads position: gold package-diamond package-preside-first half match-diamond package-gold package-preside-second half match-diamond package-gold package-preside .,opportunity in guangdong (ii),cost for sponsor: diamond ads package 30” rmb 193,800 15” rmb 134,300 total 11 match ,3 spots /match 33 spots gold ads package 30” rmb 142,800 15” rmb 100,300 total 11 match ,3 spots /match 33 spots background board sponsor xxx ads package rmb 287,300 form x x x english soccer league total 33 spots,opportunity in shanghai (i),tv station: scatv 3-sports channel program name: english premier league period: 1998 aug 25-1999 may 15 broadcasting timing: column: tuesday 18:30