实力传播Zenith OptimediaDVD-1999提案

,&,TodaysPresentation,Abriefintroductionon3DNews3DbringstoSonyExecutiveSummary,N=4,181respondentsaged15-64respondentsRepresents8citiesinChina,HairCareShowerCreamDetergentSkincareBarSoapOralCareCandyMintCandyChocolateCoffeeFreshMilkPowderedDrink&ConcentrateSoftDrinks,DeskTopComputerMobilePhoneFastFoodInstantNoodlesEssences/Vitamins/TonicsColdRemediesFilmSanitaryRefrigeratorTVWashingMachineCar,25Categories,Whyitsspecial?,IdentificationoftargetgroupswhoofferthebestpotentialforbranddevelopmentSocialsegmentationandextensiveattitudinalmeasures.Detailedandnewmediabehaviourmeasures,CompetitiveAdvantage,1stD1stD-Whoareyourloyalconsumers,whoarethestrongpotential2ndD-Whattypeofpeopleare?3rdD-Mediaconsumptionhabit,1st“D”3DPyramidcantellyou,yourconsumersindifferentlevel,Familiarity,AwarenessofthebrandUnderstandingofthebrandoffering,EmotionalattachmentOftheadvantagestheyseewithbrandsinthiscategory,aremorethanhalfofthemwiththisbrand?,Committment,Dotheyseeatleastoneadvantagewiththisbrand?,Preference,Delivery,FunctionalityDoesitmeetperformancecriteria?Isthequalityorpriceappropriate?,Consideration,Isitabrandtheywouldconsider,isitrelevanttothem?,Whyareloyalconsumersimportant?-thosewhositthetopofthepyramid,Familiarity,Consideration,Delivery,Preference,Commitment,Highshareofexpenditureonthebrandinthecategory,Lowshareofexpenditureonthebrandinthecategory,ValidationoftheBrandDynamicsPyramid,Familiarity,Consideration,Delivery,Preference,Committed,ShareofWallet,BrandDynamicsPyramid,2ndD1stD-Whoareyourloyalconsumer,whoarethestrongpotential2ndD-Whattypeofpeopleare?3rdD-Mediaconsumptionhabit,AmbientNeighbor,Traditionalists,Pessimists,Custodians,Individualists,Sophisticates,Explorers,Followers,Whoaretheflusufferer?,Individualists17%ofthepopulation,higherincomegroupsandskewedtowardbigcities.Veryconfidentintheiroutlookandfeltsuperiortoothers.Risktaker.Lowintraditionalvalue.Beingsuperior,theytendtoleastvalueothersopinionsandlowincommunityspirit.Leastlikelytobeenvironmentalfriendly.Notmuchopiniononmediaastheirfocusisonaccumulationofwealth.VerymuchaSelfCenteredandunhappyperson.,Explorers12%ofthepopulation,significantlyfromtheteensandearly20s,slightlyfemaleskewedMainlyfromanonpersonalincomegroupLiketotrynewthingsandhighlyimageconscious.Liketobedifferentfromother.Spontaneous.Internethasbecomeapartoftheirroutine.Technologyisanintegralpartoftheirlives.LiketowatchForeignTVprogram.Tendshopwithparents.Leastlikelytostayathome.Leastlikelytothinkaboutfamilylife.Carefree,optimisticaboutChinasfuture.,Followers14%ofthepopulation,morelikelyfromsmallercitiesDesiretoconsistentlypleaseandagree.Earlyadoptersintermsoffashions,productandtechnology.Feltthatmoneyisthesymbolofstatus.Tendtoworrybothaboutasmalldaytodaymatterandmostlikelytoworryabouttheirfuture.Enjoyedshoppingandmorelikelytobuyproducttheyseenonadvertisement.Apleaserwhoarewornoutbecausetheyareafraidofbeingleftout.,Sophisticates12%ofthepopulation,maleskewed,agedbetween25-34.Camefromahigherincomehomes.Highselfconfidentandnaturalleaders.Liketodifferentiatethemselves.Workaholic.Sociableandenjoyednightout.Feltthatdesignerbrandsareimportanttoportraitselfimage.Fancyworkingwithforeignenterprises.Wouldliketoliveabroad.Earlyadopter.,Custodians10%ofthepopulation,skewedtofemales,aged45-64andoflowerincomes.Hightraditionalfamilyvalue.Familyisthemostimportantthingintheirlife.Tendtopatronthesameoutletsandpurchasethesamebrand.HighdependencyonTV.Morelikelytostayathomethangoingout.Thriftywhencometofinance,priceconscious.Donotkeepuptodatewithtechnologyandfashion.Generallyaverycontentedperson.,AmiableNeighbors13%ofthepopulation,slightlyfemaleskewed.Morelikelytobefrombiggercities.Traditionaloutlookonlife.Carefulwithmoney.Savingisalsooneoftheirsignificanthabit.Notarisktaker.Generallyacontentedgroup.Haveastrongcommunityvalues.FellthattheTVandNewspaperarereliablesourceofinformation.QuiteoptimisticabouttheChinasfuture.,Traditionalists12%ofthepopulation,slightlymaleskewed.Morelikelyfromsmallercitiesandlowerincomegroups.Feltthatmarriedandaccumulationofmoneyareanintegralpartoflife.Womenshouldlookafterfamily,prefersontodaughter.Lowinterestinfinancialissue.Unlikelytogoforbrandedgoodsandpriceconscious.UnreceptivetoTVAdvertising.Notahighlysociableperson.,Pessimists10%ofthepopulation,skewedtowardstheearly30s.Morelikelyfromlowerincomegroup.Untrustinganddoubtfulabouteverything.FellChinaisCorruptandwideninggapbetweenrichandpoor.ThinkverylittleofChineseMedia.TVAdvertisementaretoohardtounderstandandtendtozapTVcommercials.Anonearlyadopter.GenerallypessimisticaboutlifeinChina.,3rdD1stD-Whoareyourloyalconsumer,whoarethestrongpotential2ndD-Whattypeofpeopleare?3rdD-Mediaconsumptionhabit,NoFamiliarity,TopicalIssues/Documentaries,DomesticNews,Preference,Familiarity,Entertainment/VarietyShow,HongKong/TaiwanSerial,Music/MTV,Commmitted,BrandLevelandProgramPreference?,3D&999,-StudyChinacoldremediesmarketby3D,ColdRemedyBrandsCoveredin3D,TylenolGaitianliWhile&BlackPillContacBufferinGankangYibaiKekeFortuneColtalinSK&FPanadol,BrandUsage,%,KeyBrandinKeyMarketsCurrentlyUsing,%,KeyBrandinKeyMarketsPlanningtoUseNextTime,FutureTrend,+:Increase-:Decrease0:keepstill,BufferinhasplungeinGZContachaspotentialtogainmoremarketinBJTylenolalsohaspotentialinBJ,SH,&WH,So,whoaretheTopColdRemedybrandsinChina-Dependson“WhatCounts?,BrandStrengthAnalysis,Base:AllSkincareUser(3175),Tylenol,Level-31-3-2,Bufferin,Level-41-10-1-6,Bufferinhasaverystrongperformance,drop-out%isveryslim,Base:AllSkincareUser(3175),Contac,Bufferin,Level-46-9-5-7,Level-31-3-2,BrandStrengthAnalysis,PPAprohibitionbroughtnegativeinfluenceandemotionallyturndowntheinfinity,Bufferin,DropOutRatio,P-C:Preference-CommitmentD-P:Delivery-PreferenceC-D:Consideration-DeliveryF-C:Familiarity-Consideration,BufferinhasthelowestdropoutratioTylenolishardtokeeptheloyalconsumersContacbarredconsumermovingupward,butthecommitmentlevelisnottoobad,BrandHealthCheck-UsingthePyramidtoseewherepotentialreallylies.,ThePyramid,Familiarity,Awareofthebrand,orhaveevertriedit,orthinkitmeetspersonalneeds,BrandAwareness,OpiniononPersonalNeeds,ThePyramid,Familiarity,Consideration,Moveupthepyramidunless:DoesnotmeetneedsCostsmorethanpreparedtopayorcostistoolowtobegoodWouldntwanttobeseenusingthebrand,OpiniononPersonalNeeds,OpinionofPrice,Familiarity,Consideration,Delivery,Goupagainunless:Notgoodenoughontwoorthreespecificaspectsrelevanttothecategorye.g.DoesnttastegoodenoughorNotsufficientlycomfortableordoesntofferenoughvariety,ThePyramid,CustomersarecomparativelyeasiertobetransferredtoDeliverylevel,ifthereisnonegativefactorstothemaftertrialtheproduct,OpinionofPerformance,ContacisaveryextremebrandPPAissueTylenolhasspecialfunctiontargetspecificsegmentchildcarefomula?,Familiarity,Consideration,Delivery,Preference,Moveupagainif:ThebrandappealsmorethanotherbrandsWouldrecommendittoothersItsdifferentHasacceptablepricingItstrendsettingPlustwoorthreespecificaspectsrelevanttotheproductcategory,ThePyramid,Tomoveupfurther,needmorepositiveappealsthanotherstoconvincetheconsumers“theirchoicesareright&wise”,ProductPerformance,Contachassomenegativeperformance,butitmayhaveimprovenformulaBufferin&Gaitialihavesomespecialfunction,ProductsAppeal,BufferinismoreappealedthanotherbrandsContacisacontradictoryproductTylenolisnotaattractivebrand,Familiarity,Consideration,Delivery,Preference,Commitment,Gotothetopofthepyramidifthebrandhasamajorshareofalladvantagestakingintoaccounttheirimportanceinusage/purchaseinthecategory,ThePyramid,EmotionalAppeal,BufferinismoreappealedthanotherbrandsContacisacontradictoryproductTylenolisnotaattractivebrandContachasahigherfamiliaritythanBufferin,ClusterComparison,Bigbrandusersprofileissimilartothe%ofclusterwhowillnotcatchcold?Bigbrandhashigh%inAmiableNeighbours&Custodiansmallbranddoesnthaveenoghthosekindofuserwhoarethedecisionmakerwhenchoosecoldremedies?Mother&wife,Summary,Traditionally,OTCmedicineisnotonlydrivenbycosttoocheaptobegoodmedicalinsurance,governmentsubsidizedColdremedyisnotahighlydifferentiatedcategoryperformancebrandimageinnovation:Bufferin:Day&NightconceptContac:24hrremedy,Summary,sellingpointChinesetraditionalherbscoldcomplex:drowse,sneeze,sorethroatPerformance&safteyaretop2concernsPPAissueofContacauthorityendorsementNospecificsegmentsOverallperformanceplaysadecisiverole,Tomoveforward.,Howcan3Dimprove999sinvestmentonmedia?,ImportantwhenChoosingaColdRemedyBrand,KeyCompetitiveBrandUserProfile-Attitude,ImportantWhenChoosingColdRemedies,Base:AllSkincareUser(3175),Performanceandsaftyarethetop2considerationwhenchoosingabrand,KeyBrandUserLifeAttitudes,BrandAwareness&MediaStrategies,MediaConsumption,MediaSelectionForKeyBrand-(%),Base:AllSkincareUser(3175),MediaUsageFrequencyForKeyBrand,Tylenol,Bufferin,Contac,AllCurrentlyUser,Lastbutnottheleast.,Mediaisnotstand-alone!,CommunicationWorks,Rightmessage(QualityCreative)RightCommunicationChannels(AgainstCoretargets)RightInvestmentWeight(OptimizedBudgets),QualityofcreativeiscriticalStrongercopydrivesstrongerlong-termsalesresponseStrongbrandlinkageRelevanceCredibilityNewsWithstrongcopy,wecanaffordtohavelowerweightsMeaning:HigherQualityCreative=LowerMediaInvestment,ImplicationsofLong-TermEffectsForEstablishingaBrand,Brandedimpact,Howmemorableistheadlikelytobeforthebrand?Havewemaximizedouropportunitytocommunicate?Whyorwhynot?,Howwell/whatdoestheadcommunicate?Isittostrategy?,Howdoestheadaffectconsumerresponsetothebrand?Doesitmeetbothshorttermandlong