dql_-达能媒介提案(英文版).ppt

1,DanoneTiger2001MediaRecommendation,2,MediaObjective,KeychallengesforTUCTotalSavorysegmentdropping,whileTUCstillfacinghighcompetitionfromPacificSoda,DanoneHi-CaSodaandKSF3+2Moreandmoremassmarketbrandsenhancethecompetitionbylowpricingstrategy(XXX?)MediaObjectiveLaunchnewTVCtobuildupthenew“essentiality”brandimage.BuildleadershippositioninbiscuitscategoryineasternregionExpandtonewmarketinnorthern,southernandwesternregiontospeedupbuildingbrandawareness,3,PlanningConsiderations,TargetAudienceFemaleadultsaged30+CreativeFormat30”&15”NewTVCRe-positioningTUCwithinessentialityplatformTargetMarketShanghai/Nanjing/Yangzhou/Ningbo/Suzhou/Wuxi/Changzhou/Beijing/Zhengjiang/Hangzhou/Huzhou/Jiaxing/Xian/Nantong/WuhanBudget12,000,000RMB(Net),4,MediaStrategy,Explorebettermediachannel,mediaweighttodeliverourmediaobjectivebyconsidering-TargetaudiencemediumconsumptionhabitCostefficiencyCompetitiveindicationConsumerconsumptionmoment,5,Understandtargetmediahabit,MediaConsumptionHabit-(SH),Source:CMMS2000,6,Understandtargetmediahabit,MediaConsumptionHabit-(NJ),Source:CMMS2000,7,Understandtargetmediahabit,MediaConsumptionHabit-(HZ),Source:CMMS2000,8,MediaStrategymediumselection,AccordingtoMediaconsumptionHabit,agencyrecommendtouseTVHighestcoverageMostcostefficientStrongimpacttoemphasizebrandimageQuicklybuildupbrandawarenessinnewmarket,9,MediaStrategymediumweightI,BasedonfollowingcriteriatosetupmediaweightCompetitivesituationIn2000,Keycompetitors,PacificSoda,DanoneSodaandKSF3+2,investedinTUCactivitymarketwithhighermediaweight,10,MediaStrategymediumweightII,BasedonfollowingcriteriatosetupmediaweightMarketpriorityMarketSalesmarketshareRankSH26%1NJ6%2YZ6%3NB6%4SZ5%5WX5%6CZ5%7BJ5%8ZJ3%9HZ4%10HuZ3%11JX2%12XA2%13NT1%14WH1%15Accordingtomarketpriority,defineTier1:SH/NJ/YZ/NBTier2:SZ/WX/CZ/ZJ/HZ/HuZTier3:BJ/JX/XA/NT/WH,11,MediaStrategymediumweightIII,BasedonfollowingcriteriatosetupmediaweightReachbuildupefficiencyDifferent3+reachcuttingpointineachmarketMarketReachcuttingpointSH550NJ575YZ450NB500SZ520CZ600BJ500ZJ350HZ450XA450WH400Budget,12,RecommendTVWeightforNewTVClaunchburst,MediaStrategymediumweightIII,ExceptforBeijing,asahighcompetition,highmediainvestmentandlowersalesreturnsmarket,Beijingwilltryspecialmediabuyingdifferentwithabovemarket,13,RecommendTVWeightforSep.peakseasonburstcomingbackafteralongtime,MediaStrategymediumweightIV,14,RecommendlighterTVWeightforJun.&Decsustainingburst,MediaStrategymediumweightV,15,MediaWeightReview,BothinSavorysegmentandBiscuitcategory,plannedGRPin2001forTUCleadtohigherSOVineachmarket,16,MediaStrategyTVprogramselection,TVprogramselectionaccordingtoHighpenetration&coverageHighratingTargetpreferableprogramtypeGoodprogramqualityConsumptionmomentAfternoonAfterdinner,17,TVprograminterestedin,(SH),Source:CMMS2000,18,TVprograminterestedin,(SH),Source:CMMS2000,19,TVprograminterestedin,(NJ),Source:CMMS2000,20,TVprograminterestedin,(NJ),Source:CMMS2000,21,TVprograminterestedin,(HZ),Source:CMMS2000,22,TVprograminterestedin,(HZ),Source:CMMS2000,23,ConsumerprofileDemographicTarget,Source:CMMS2000,Basedonconsumerprofile,definedthetargetaudiencefortigerfortrackingsurvey,Femaleaged30-45.,24,MediastrategyTVprogramselection,TimefocusPrimetimeairtime-18:30-22:00,focusonlatertimedramabout1hourafterdinnerMainlyfocusedonDramanewsandhealthprogramduetothehightargetpreferenceWeekenddramapackagetobuilduphighfrequencywithcostefficientapproachandremindtheconsumerbeforepurchasingVarietyshowduringweekendandhealthprogramcanalsobeconsidered,25,SpecialMarketBeijing,26,Understandtargetmediahabit,MediaConsumptionHabit-(BJ),Source:CMMS2000,27,TVprograminterestedin,(BJ),Source:CMMS2000,28,Mediastrategy-Beijing,PlanningconsiderationSamewithothermarket,TVisthehighestconsumptionmediumaccordingtomediahabit.Beijingisalsoaveryaggressivemarket.ThemediaspendingisveryexpensiveandthesalesreturnsislowerthanothermarketforTUC,29,Mediastrategy-Beijing,So,agencyrecommendaspeciallyTVbuyingExplorepackagebuyingtoincreasecosteffectiveWeekdaypackageinBTVBroadcast6-8timeseverydayindaytimeandlaterfringetime3channelinturninBeijingTVCombinedwithsameprogramtypetokeeptargetpreference,suchasnewspackage,dramapackageanddocumentarypackage,etc.WeekenddramapackageinBCTV4timesbroadcastinginweekendafternoontoremindtheconsumption