媒介策划箭牌口香糖电视投放分析监测.doc

媒介策划箭牌口香糖电视投放分析监测 1箭牌口香糖电视投放分析监测(阶段:xx.1-11)北京慧聪广告有限公司xx年1月2?52.6%?20.2%?27.2%Wr ig le ys Ch ew in gG um投放总量单位?千元箭牌99T VC投放总量?105552绿箭?55533白箭?21297黄箭?287213投放城市纵览B A O T O U N A N CH A N GB E I J I N GN A N J I N GC H A N G CH U N N A NN I N GCH A N G S H A N A T I O N A LC H A N G S H O U NI N G BOC H A N G Z H O U Q I N G DA OCH E N GD U S H A N G H A ICH O N GQI N GS H A N TO UD A L I A N S H AOG U A NDO N G G U A N S H AO XI N GF OS H A NS H E NY A N GFU Z H O U S H E N Z H E NG UA N G Z H O US H I J I A Z H UA N GG U I L I NS H U ND EG U I Y A N GS U Z H O UH A ER BI NT A IYUA NH A I KO UT I A N J I NH A N G Z H O UW E N Z H O UH EF E I W U HA NHUIZ H O UWUL U M U Q IJ IA N GM E N WU XIJ IA XI N G XIAM E NJ IE Y A N G XIA NJ ILI NS H IY A N G Z H O UJ I N A NY A NTA IKUNM I N GY I N CHUA NKUNS HA N Z HA N J IA N GL A NZ H O U Z HAO QI N GL IU Z H O UZ H E N G Z H O ULU OY A N G Z H O N GS HA NZ HU HA I4Wr ig le ys Ch ew in gG um投放前十市场分析箭牌三类产品在全国共60个区域市场均有投放?其中整体投放前十位市场如图?最主要城市为?北京上海杭州广州O th e r s47.9%J I N A N3.7%HA N G Z H OU7.4%N AT IO N A L6.5%N A N J I N G2.9%S HA N G HA I9.1%S HE NY AN G2.6%WU HAN2.7%Z HEN G Z H OU2.7%G UANG Z H OU5.6%B E I J I NG9.1%5Wr ig le ys Ch ew in gG um投放月度分析J a n F e bMa r A p rMa y J u nJ u lA u g S e pO c t N o v106579650974910962891111185765811272866387128135020004000600080001000012000箭牌产品的总体投放1999.1-11月为波浪式投放策略, 1、 4、 6、8月为投放高峰? 5、 7、9为低谷?各高峰之间和各谷底之间差异较小单位?千元6Wr ig le ys Ch ew in gG um主要市场投放月度分析与整体市场不同?区域市场各月度投放存在较大差异?证明由于地域造成的季节、消费习惯等方面的差异?箭牌在各地的市场策略是不同的?以下以主要市场投放曲线为例?0xx0060080010001xx40016001800J a n F e bMa rAp rMa y J u n J u lAu gSe pOc tNo vBE I JINGGUANGZHOUHANGZHOUNAT IONALSHANGHAI单位?千元D e s c r ip tio n J an Fe b M ar A p r M ay J u n J u l A u g S e p O c t N o vB EIJ IN G101279781811508917889691649402481082G UANG Z HOU1358652448428349436374737417353303HANG Z HOU5235476098807811176615705547727647N AT IO N A L03107386706486545905601046840850S HANG HA I7687977461041674715807125894611157737绿箭投放前十市场分析绿箭作为箭牌产品的主流产品?广告投放前十位市场与整体投放完全一致?各市场比例分配与整体相比差异幅度在-0.3%-+0.3%,而广州比例分配与整体相比将近1%,这将是值得我们注意的Ot h e r s46.4%JIN AN,T V3.6%HANGZ HOU,T V7.7%N AT IO N A L,T V6.1%N AN JING,T V2.9%S HANG HA I,T V8.8%S HENZ HEN,T V3.0%WU HAN,T V3.0%Z HENGZ HOU,TV2.8%GU ANGZHOU,TV6.5%B EI JING,T V9.2%8绿箭投放月度分析J an Fe bMar Ap rMayJ u n J u lA u g S e pO c tN o v5581457049036365475664824015610047603759424101000200030004000500060007000绿箭月度投放与整体基本一致,这从另一个方面体现绿箭投放占整体绝大部分,因此其投放走势将直接影响整体单位?千元9绿箭主要市场投放月度分析与全国整体市场不同,绿箭全国主要区域市场月度投放趋势较为一致0100xx00400500600700800900J an Fe b M ar Ap r M ay J u n J ul Au gS ep O ct N ovB EI JINGGU ANGZHOUH ANGZHOUN AT IO N A LS HANG HA I单位?千元D es cr i p t i o nJ an Fe bM ar Ap rM ay J u nJul Au gS ep O ct N ovB EI JING53525643477352635045575026521620G UANGZHOU697403283336263295173407257199205HANGZHOU257260303514445770328381321293284N AT IO N A L0310316300290304300280420380390S HANG HA I37637436965636528635562148649138210白箭投放前十市场分析白箭前十位市场如图,与整体分配基本一致?O thers45.2%N ANJ ING2.5%NAT IO NA L7.3%JINAN4.1%HANGZHOU7.3%G UANGZHOU5.8%B EIJ ING9.0%S HANG HA I9.4%S HENY ANG2.8%WU LU MUQI3.5%ZHENGZHOU3.0%11白箭投放月度分析J an Fe bMar Ap rMay Ju nJulAu gS epO ctN ov25662350207418931923146414042755166415501654050010001500200025003000白箭月度投放与整体有较大差异,除7月投放明显突出外,全年呈水平趋势单位?千元12白箭主要市场投放月度分析白箭在各主要区域市场的策略较为一致0100xx00400500600J an Fe bMar Ap rMay Ju nJul Au gS epOc tN ovB EIJINGGU ANGZHOUH ANGZHOUN AT IO NA LSHANG HA I单位?千元D es cr ipti onJ an FebMar AprMay Ju nJul AugSepOctNovB EIJING178218127134159872204639827205GUANGZHOU5611501124344392587575652HANGZHOU11812614017518417814518794107108NAT IONAL00202160188140140140266160160SHANG HA I15315514114714913319736318919518513黄箭投放前十市场分析黄箭主要区域市场与其他产品相比发生较大变化?合肥、乌鲁木齐进入前十位市场?Ot hers47.2%NANJING3.2%NAT IONAL7.2%JINAN3.6%HANGZHOU7.1%SHANG HAI10.0%SHENYANG2.5%WU LUMU QI3.4%HEF EI2.6%GU ANGZHOU3.9%BEIJING9.4%14黄箭投放月度分析J an Fe bMar Ap rMay JunJul Au gSepOctNov251127302771270422313239224024172238340222390500100015002000250030003500黄箭月度投放高峰期为 6、10月?这也同绿箭、白箭不同单位?千元15黄箭主要市场投放月度分析黄箭在各主要区域市场的策略较为一致050100150xx50300350400450500JanFe bMarAp rMayJunJulAugSepOc tNovBEIJINGGU ANGZHOUH ANGZHOUN AT IONALSHANG HA IDescriptionJanFebMarAprMayJunJulAugSepOctNovBEIJING299323257243206351294436390257GUANGZHOU100995349421021762431039846HANGZHOU148161166191152228142137132327255NATIONAL00220210170210150140360300300SHANG HAI2392682362