dql_-达能媒介提案(英文版)

1DanoneTiger2001MediaRecommendation2MediaObjectiveKeychallengesforTUCTotalSavorysegmentdropping,whileTUCstillfacinghighcompetitionfromPacificSoda,DanoneHi-CaSodaandKSF3+2Moreandmoremassmarketbrandsenhancethecompetitionbylowpricingstrategy(XXX?)MediaObjectiveLaunchnewTVCtobuildupthenew“essentiality”brandimage.BuildleadershippositioninbiscuitscategoryineasternregionExpandtonewmarketinnorthern,southernandwesternregiontospeedupbuildingbrandawareness3PlanningConsiderationsTargetAudienceFemaleadultsaged30+CreativeFormat30”&15”NewTVCRe-positioningTUCwithinessentialityplatformTargetMarketShanghai/Nanjing/Yangzhou/Ningbo/Suzhou/Wuxi/Changzhou/Beijing/Zhengjiang/Hangzhou/Huzhou/Jiaxing/Xi’an/Nantong/WuhanBudget12,000,000RMB(Net)4MediaStrategyExplorebettermediachannel,mediaweighttodeliverourmediaobjectivebyconsidering-TargetaudiencemediumconsumptionhabitCostefficiencyCompetitiveindicationConsumerconsumptionmoment5UnderstandtargetmediahabitMediaConsumptionHabit-(SH)Source:CMMS20000102030405060708090100TV,Y.DRadio,Y.DCinema,MonthOutdoorDailyNewspaperWeeklyNewspaperMonthlyMagazineTotalMotherswithKidsaged5-146UnderstandtargetmediahabitMediaConsumptionHabit-(NJ)Source:CMMS20000102030405060708090100TV,Y.DRadio,Y.DCinema,MonthOutdoorDailyNewspaperWeeklyNewspaperMonthlyMagazineTotalMotherswithKidsaged5-147UnderstandtargetmediahabitMediaConsumptionHabit-(HZ)Source:CMMS20000102030405060708090100TV,Y.DRadio,Y.DCinema,MonthOutdoorDailyNewspaperWeeklyNewspaperMonthlyMagazineTotalMotherswithKidsaged5-148MediaStrategy–mediumselectionAccordingtoMediaconsumptionHabit,agencyrecommendtouseTV–HighestcoverageMostcostefficientStrongimpacttoemphasizebrandimageQuicklybuildupbrandawarenessinnewmarket9MediaStrategy–mediumweightIBasedonfollowingcriteriatosetupmediaweightCompetitivesituationIn2000,Keycompetitors,PacificSoda,DanoneSodaandKSF3+2,investedinTUCactivitymarketwithhighermediaweightMarketTUCPacificSodaDanoneSodaKSF3+2RitzSavoryBiscuitSH50524635827142713353211NJ6553715022404513262862YZ38913293145665321054NB347315446326217011894SZ81965743030918115662117BJ1901021235102259892HZ50056259834613017972912XA141332065309461446WH042005663504692254ThehighestMonthlyGRPLevel(Jan.-Sep.)10MediaStrategy–mediumweightIIBasedonfollowingcriteriatosetupmediaweightMarketpriorityMarketSalesmarketshareRankSH26%1NJ6%2YZ6%3NB6%4SZ5%5WX5%6CZ5%7BJ5%8ZJ3%9HZ4%10HuZ3%11JX2%12XA2%13NT1%14WH1%15Accordingtomarketpriority,defineTier1:SH/NJ/YZ/NBTier2:SZ/WX/CZ/ZJ/HZ/HuZTier3:BJ/JX/XA/NT/WH11MediaStrategy–mediumweightIIIBasedonfollowingcriteriatosetupmediaweightReachbuildupefficiencyDifferent3+reachcuttingpointineachmarketMarketReachcuttingpointSH550NJ575YZ450NB500SZ520CZ600BJ500ZJ350HZ450XA450WH400Budget12RecommendTVWeightforNewTVClaunchburstMarketGRPSH&NJ500YZ&NB450SZ500Tier2marketexceptSZ450Tier3market400MediaStrategy–mediumweightIIIExceptforBeijing,asahighcompetition,highmediainvestmentandlowersalesreturnsmarket,Beijingwilltryspecialmediabuyingdifferentwithabovemarket13RecommendTVWeightforSep.peakseasonburstcomingbackafteralongtimeMarketGRPSH&NJ400YZ&NB350SZ400Tier2marketexceptSZ350Tier3market300MediaStrategy–mediumweightIV14RecommendlighterTVWeightforJun.&DecsustainingburstMarketGRPSH&NJ300YZ&NB250SZ300Tier2marketexceptSZ250Tier3market200MediaStrategy–mediumweightV15MediaWeightReviewGRPSOVinJan.-Sep.SavorysegmenttotalSOVinJan.-Sep.BiscuitcategorytotalGRPSOVinSavorymonthlyaverageGRPSOVinBiscuitmonthlyaverageGRPSOVinSavorymonthlyGRPinTUCactivitymonthSOVinBiscuitmonthlyGRPinTUCactivitymonthShanghai120023%10%40069%28%56%20%Nanjing120024%9%40071%27%41%17%Yangzhou105049%23%350146%69%78%38%Ningbo105025%14%35074%42%42%24%Suzhou120019%12%40058%35%37%23%Beijing33631%7%11293%21%67%19%Zhenjiang105029%11%35086%32%49%21%Hangzhou105019%10%35057%29%32%17%Xian90034%12%300102%35%56%25%Wuhan90027%7%30082%22%62%23%MonthlyAverageGRPlevel(Mar.Jun.&Sep.)TUCTotalGRP(Jan.-BothinSavorysegmentandBiscuitcategory,plannedGRPin2001forTUCleadtohigherSOVineachmarket16MediaStrategy–TVprogramselectionTVprogramselectionaccordingto–Highpenetration&coverageHighratingTargetpreferableprogramtypeGoodprogramqualityConsumptionmomentAfternoonAfterdinner17TVprograminterestedin(SH)020406080100News(International)News(Domestic)Economy/InvestmentReportsSerials(Domestic)Serials(HongKong/Taiwan)Serials(Foreign)Films(Domestic)Films(HongKong/Taiwan)Films(Foreign)MusicProgrammes/MTVSportsProgrammesTotalMotherswithKidsaged5-14Source:CMMS200018TVprograminterestedin(SH)020406080100Cartoons/Children'sProgrammesEntertainment/VarietyShowsDrama/Plays/OperaTopicalIssues/DocumentariesSpecialistTopicsSocial/ScienceProgrammesWeatherReportsHealthTopicsRegionalProfileTravelAndLeisureShoppingGuideTotalMotherswithKidsaged5-14Source:CMMS200019TVprograminterestedin(NJ)020406080100News(International)News(Domestic)Economy/InvestmentReportsSerials(Domestic)Serials(HongKong/Taiwan)Serials(Foreign)Films(Domestic)Films(HongKong/Taiwan)Films(Foreign)MusicProgrammes/MTVSportsProgrammesTotalMothe