三九医药提案英文版.ppt

1、&,Todays Presentation,A brief introduction on 3D News 3D brings to Sony Executive Summary,N= 4,181 respondents aged 15-64 respondents Represents 8 cities in China,Hair Care Shower Cream Detergent Skincare Bar Soap Oral Care Candy Mint Candy Chocolate Coffee Fresh Milk Powdered Drink & Concentrate So

2、ft Drinks,Desk Top Computer Mobile Phone Fast Food Instant Noodles Essences/Vitamins/Tonics Cold Remedies Film Sanitary Refrigerator TV Washing Machine Car,25 Categories,Why its special?,Identification of target groups who offer the best potential for brand development Social segmentation and extens

3、ive attitudinal measures. Detailed and new media behaviour measures,Competitive Advantage,1st D1st D - Who are your loyal consumers, who are the strong potential2nd D - What type of people are?3rd D -Media consumption habit,1st “D”3D Pyramid can tell you, your consumers in different level,Familiarit

4、y,Awareness of the brand Understanding of the brand offering,Emotional attachment Of the advantages they see with brands in this category, are more than half of them with this brand?,Committment,Do they see at least one advantage with this brand?,Preference,Delivery,Functionality Does it meet perfor

5、mance criteria? Is the quality or price appropriate?,Consideration,Is it a brand they would consider, is itrelevant to them?,Why are loyal consumers important? - those who sit the top of the pyramid,Familiarity,Consideration,Delivery,Preference,Commitment,High share of expenditure on the brand in th

6、e category,Low share of expenditure on the brand in the category,Validation of the BrandDynamics Pyramid,Familiarity,Consideration,Delivery,Preference,Committed,Share of Wallet,BrandDynamics Pyramid,2nd D1st D - Who are your loyal consumer, who are the strong potential2nd D - What type of people are

7、?3rd D -Media consumption habit,Ambient Neighbor,Traditionalists,Pessimists,Custodians,Individualists,Sophisticates,Explorers,Followers,Who are the flu sufferer?,Individualists 17% of the population, higher income groups and skewed toward big cities. Very confident in their outlook and felt superior

8、 to others. Risk taker. Low in traditional value. Being superior, they tend to least value others opinions and low in community spirit. Least likely to be environmental friendly. Not much opinion on media as their focus is on accumulation of wealth. Very much a Self Centered and unhappy person.,Expl

9、orers 12% of the population, significantly from the teens and early 20s, slightly female skewed Mainly from a non personal income group Like to try new things and highly image conscious. Like to be different from other. Spontaneous. Internet has become a part of their routine. Technology is an integ

10、ral part of their lives. Like to watch Foreign TV program. Tend shop with parents. Least likely to stay at home. Least likely to think about family life. Carefree, optimistic about Chinas future.,Followers 14% of the population, more likely from smaller cities Desire to consistently please and agree

11、. Early adopters in terms of fashions, product and technology. Felt that money is the symbol of status. Tend to worry both about a small day to day matter and most likely to worry about their future. Enjoyed shopping and more likely to buy product they seen on advertisement. A pleaser who are worn o

12、ut because they are afraid of being left out.,Sophisticates 12% of the population, male skewed , aged between 25-34. Came from a higher income homes. High self confident and natural leaders. Like to differentiate themselves. Workaholic. Sociable and enjoyed night out. Felt that designer brands are i

13、mportant to portrait self image. Fancy working with foreign enterprises. Would like to live abroad. Early adopter.,Custodians 10% of the population,skewed to females, aged 45-64 and of lower incomes. High traditional family value. Family is the most important thing in their life. Tend to patron the

14、same outlets and purchase the same brand. High dependency on TV. More likely to stay at home than going out. Thrifty when come to finance, price conscious. Do not keep up to date with technology and fashion. Generally a very contented person.,Amiable Neighbors 13% of the population, slightly female

15、skewed. More likely to be from bigger cities. Traditional outlook on life. Careful with money. Saving is also one of their significant habit. Not a risk taker. Generally a contented group. Have a strong community values. Fell that the TV and Newspaper are reliable source of information. Quite optimi

16、stic about the Chinas future.,Traditionalists 12% of the population, slightly male skewed. More likely from smaller cities and lower income groups. Felt that married and accumulation of money are an integral part of life. Women should look after family, prefer son to daughter. Low interest in financ

17、ial issue. Unlikely to go for branded goods and price conscious. Unreceptive to TV Advertising. Not a highly sociable person.,Pessimists 10% of the population,skewed towards the early 30s. More likely from lower income group. Untrusting and doubtful about everything. Fell China is Corrupt and wideni

18、ng gap between rich and poor. Think very little of Chinese Media. TV Advertisement are too hard to understand and tend to zap TV commercials. A non early adopter. Generally pessimistic about life in China.,3rd D1st D - Who are your loyal consumer, who are the strong potential2nd D - What type of peo

19、ple are?3rd D -Media consumption habit,No Familiarity,Topical Issues/ Documentaries,Domestic News,Preference,Familiarity,Entertainment/ Variety Show,Hong Kong/ Taiwan Serial,Music/ MTV,Commmitted,Brand Level and Program Preference?,3D & 999,- Study China cold remedies market by 3D,Cold Remedy Brands

20、 Covered in 3D,Tylenol Gaitianli While & Black Pill Contac Bufferin Gankang Yibai Keke Fortune Coltalin SK&F Panadol,Brand Usage,%,Key Brand in Key MarketsCurrently Using,%,Key Brand in Key MarketsPlanning to Use Next Time,Future Trend,+: Increase -: Decrease 0: keep still,Bufferin has plunge in GZ

21、Contac has potential to gain more market in BJ Tylenol also has potential in BJ, SH, & WH,So, who are the Top Cold Remedy brands in China- Depends on “What Counts?,Brand Strength Analysis,Base: All Skincare User(3175),Tylenol,Level -31 -3 -2,Bufferin,Level -41 -10 -1 -6,Bufferin has a very strong pe

22、rformance, drop-out % is very slim,Base: All Skincare User(3175),Contac,Bufferin,Level -46 -9 -5 -7,Level -31 -3 -2,Brand Strength Analysis,PPA prohibition brought negative influence and emotionally turn down the infinity,Bufferin,Drop Out Ratio,P-C: Preference-Commitment D-P: Delivery-Preference C-

23、D: Consideration-Delivery F-C: Familiarity-Consideration,Bufferin has the lowest drop out ratio Tylenol is hard to keep the loyal consumers Contac barred consumer moving upward, but the commitment level is not too bad,Brand Health Check- Using the Pyramid to see where potential really lies.,The Pyra

24、mid,Familiarity,Aware of the brand, or have ever tried it, or think it meets personal needs,Brand Awareness,Opinion on Personal Needs,The Pyramid,Familiarity,Consideration,Move up the pyramid unless: Does not meet needs Costs more than prepared to pay or cost is too low to be good Wouldnt want to be

25、 seen using the brand,Opinion on Personal Needs,Opinion of Price,Familiarity,Consideration,Delivery,Go up again unless: Not good enough on two or three specific aspects relevant to the category e.g. Doesnt taste good enough or Not sufficiently comfortable or doesnt offer enough variety,The Pyramid,C

26、ustomers are comparatively easier to be transferred to Delivery level, if there is no negative factors to them after trial the product,Opinion of Performance,Contac is a very extreme brand PPA issue Tylenol has special function target specific segment child care fomula?,Familiarity,Consideration,Del

27、ivery,Preference,Move up again if: The brand appeals more than other brands Would recommend it to others Its different Has acceptable pricing Its trend setting Plus two or three specific aspects relevant to the product category,The Pyramid,To move up further, need more positive appeals than others t

28、o convince the consumers “their choices are right & wise”,Product Performance,Contac has some negative performance, but it may have improven formula Bufferin & Gaitiali have some special function,Products Appeal,Bufferin is more appealed than other brands Contac is a contradictory product Tylenol is

29、 not a attractive brand,Familiarity,Consideration,Delivery,Preference,Commitment,Go to the top of the pyramid if the brand has a major share of all advantages taking into account their importance in usage/purchase in the category,The Pyramid,Emotional Appeal,Bufferin is more appealed than other bran

30、ds Contac is a contradictory product Tylenol is not a attractive brand Contac has a higher familiarity than Bufferin,Cluster Comparison,Big brand users profile is similar to the % of cluster who will not catch cold? Big brand has high % in Amiable Neighbours & Custodian small brand doesnt have enogh

31、 those kind of user who are the decision maker when choose cold remedies? Mother & wife,Summary,Traditionally, OTC medicine is not only driven by cost too cheap to be good medical insurance, government subsidized Cold remedy is not a highly differentiated category performance brand image innovation:

32、 Bufferin: Day & Night concept Contac: 24hr remedy,Summary,selling point Chinese traditional herbs cold complex: drowse, sneeze, sore throat Performance & saftey are top 2 concerns PPA issue of Contac authority endorsement No specific segments Overall performance plays a decisive role,To move forwar

33、d.,How can 3D improve 999s investment on media?,Important when Choosing a Cold Remedy Brand,Key Competitive Brand User Profile-Attitude,Important When Choosing Cold Remedies,Base: All Skincare User(3175),Performance and safty are the top 2 consideration when choosing a brand,Key Brand User Life Atti

34、tudes,Brand Awareness & Media Strategies,Media Consumption,Media Selection For Key Brand-(%),Base: All Skincare User(3175),Media Usage Frequency For Key Brand,Tylenol,Bufferin,Contac,All Currently User,Last but not the least.,Media is not stand-alone!,Communication Works,Right message ( Quality Crea

35、tive) Right Communication Channels ( Against Core targets) Right Investment Weight ( Optimized Budgets),Quality of creative is critical Stronger copy drives stronger long-term sales response Strong brand linkage Relevance Credibility News With strong copy, we can afford to have lower weights Meaning

36、: Higher Quality Creative = Lower Media Investment,Implications of Long-Term EffectsFor Establishing a Brand,Branded impact,How memorable is the ad likely to be for the brand? Have we maximized our opportunity to communicate? Why or why not?,How well/what does the ad communicate? Is it to strategy?,How does