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 Xi an 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 MediaStrategy mediumselection AccordingtoMediaconsumptionHabit agencyrecommendtouseTV HighestcoverageMostcostefficientStrongimpacttoemphasizebrandimageQuicklybuildupbrandawarenessinnewmarket 9 MediaStrategy mediumweightI BasedonfollowingcriteriatosetupmediaweightCompetitivesituationIn2000 Keycompetitors PacificSoda DanoneSodaandKSF3 2 investedinTUCactivitymarketwithhighermediaweight 10 MediaStrategy mediumweightII 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 MediaStrategy mediumweightIII BasedonfollowingcriteriatosetupmediaweightReachbuildupefficiencyDifferent3 reachcuttingpointineachmarketMarketReachcuttingpointSH550NJ575YZ450NB500SZ520CZ600BJ500ZJ350HZ450XA450WH400Budget 12 RecommendTVWeightforNewTVClaunchburst MediaStrategy mediumweightIII ExceptforBeijing asahighcompetition highmediainvestmentandlowersalesreturnsmarket Beijingwilltryspecialmediabuyingdifferentwithabovemarket 13 RecommendTVWeightforSep peakseasonburstcomingbackafteralongtime MediaStrategy mediumweightIV 14 RecommendlighterTVWeightforJun Decsustainingburst MediaStrategy mediumweightV 15 MediaWeightReview BothinSavorysegmentandBiscuitcategory plannedGRPin2001forTUCleadtohigherSOVineachmarket 16 MediaStrategy TVprogramselection TVprogramselectionaccordingto Highpenetration 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 Consumerprofile DemographicTarget Source CMMS2000 Basedonconsumerprofile definedthetargetaudiencefortigerfortrackingsurvey Femaleaged30 45 24 Mediastrategy TVprogramselection TimefocusPrimetimeairtime 18 30 22 00 focusonlatertimedramabout1hourafterdinnerMainlyfocusedonDramanewsandhealthprogramduetothehightargetpreferenceWeekenddramapackagetobuilduphighfrequencywithcostefficientapproachandremindtheconsumerbeforepurchasingVarietyshowduringweekendandhealthprogramcanalsobeconsidered 25 SpecialMarket Beijing 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