乐天口香糖营销方案

乐天口香糖竞争对手电视投放分析2口香糖市场广告花费(TVRMB000’sMay1999-Apr2000)249,754资料来源：ACNielsen3口香糖前十品牌电视花费比例资料来源：ACNielsen49%19%16%6%1%1%1%1%3%1%2%箭牌大大易齿达汾煌比巴卜咖啡口香糖魄力溢清司必林情侣others41196164824940961154587811319528052738259618644454020000400006000080000100000120000箭牌大大易齿达汾煌比巴卜咖啡口香糖魄力溢清司必林情侣others资料来源：ACNielsen口香糖前十品牌电视花费额单位：RMB000‘S5资料来源：ACNielsenMay-998%Jun-996%Jul-995%Aug-998%Sep-9910%Oct-999%Nov-999%Dec-9910%Jan-009%Feb-0012%Mar-008%Apr-006%口香糖市场广告花费月度分配比例6口香糖市场广告花费月度走势05000100001500020000250003000035000May-99Jun-99Jul-99Aug-99Sep-99Oct-99Nov-99Dec-99Jan-00Feb-00Mar-00Apr-00资料来源：ACNielsen单位：RMB000‘S7口香糖市场广告花费城市分配NATIONAL24,031,769NANCHANG2,092,430JINHUA623,000PANYU119,000SHANGHAI23,200,000LANZHOU2,026,446XIAMEN609,520LISHUI111,033GUANGZHOU16,023,612GUIYANG1,980,874XUZHOU591,100BAOTOU104,900BEIJING14,967,720FOSHAN1,967,857LUOYANG532,300JIUJIANG103,800HANGZHOU14,809,336SUZHOU1,728,975TAISHAN505,615WUHU98,600CHENGDU7,863,912CHONGQING1,670,700TAIZHOU446,544HANDAN94,916SHENYANG7,605,376DALIAN1,578,588JILINSHI416,680NANYANG86,660JINAN7,133,173JIEYANG1,479,340ZIBO381,800BAODING80,372XIAN7,126,275HUIZHOU1,450,883JIAMUSI265,867NANHAI79,130SHENZHEN7,037,230ZHONGSHAN1,437,950DAQING250,933MAANSHAN78,938NANJING6,347,017TAIYUAN1,360,113YANCHENG250,500JINZHOU74,100WUHAN6,118,730DONGGUAN1,320,950BAOAN233,210HUADU67,227CHANGSHA6,089,700HAIKOU1,301,780HUZHOU229,520QIQIHAR63,866SHANTOU5,890,269CHANGZHOU1,273,200FUYANG229,394HUMEN58,900ZHENGZHOU5,565,432CHAOZHOU1,232,250ZHENJIANG203,787ANQING57,400HAERBIN4,768,462ZHANJIANG1,227,889LINYI192,050MUDANJIANG56,966FUZHOU4,481,005ZHUHAI1,167,870QINGYUAN191,775TANGSHAN56,960WULUMUQI4,210,950QINGDAO1,119,650JINING183,450ZHANGZHOU55,200WENZHOU3,729,000JIAXING1,009,450GUILIN182,900CHANGPING54,060NINGBO3,533,420SHAOXING1,002,860WEIFANG179,696XIANGFAN53,580KUNMING3,517,283YINCHUAN986,070BENGBU175,200ZHOUKOU49,680SHAOGUAN3,480,447YANGZHOU863,320SHANGQIU170,298ZHUMADIAN22,528HEFEI3,347,506YANTAI860,880HUHEHAOTE131,600KUNSHAN700NANNING3,061,698ZHAOQING822,790LIUZHOU127,000MAOMING-SHIJIAZHUANG2,903,770WUXI801,100DONGYING124,400QUANZHOU-CHANGCHUN2,794,450SHUNDE749,918NANTONG121,175XINYANG-TIANJIN2,410,267CHANGSHOU734,200LANGFANG121,067JIANGMEN2,377,410ZHOUSHAN661,726TONGLING120,067资料来源：ACNielsen单位：RMB‘S8口香糖市场广告花费城市分配比例NATIONAL10%SHANGHAI9%GUANGZHOU6%HANGZHOU6%CHENGDU3%OTHERS51%BEIJING6%SHENYANG3%JINAN3%XIAN3%资料来源：ACNielsen9箭牌口香糖广告花费(TVRMB000’sMay1999-Apr2000)119,616资料来源：ACNielsen10资料来源：ACNielsen箭牌口香糖广告花费月度走势02000400060008000100001200014000160001800020000May-99Jun-99Jul-99Aug-99Sep-99Oct-99Nov-99Dec-99Jan-00Feb-00Mar-00Apr-0011资料来源：ACNielsenMay-997%Jun-9910%Jul-996%Aug-9910%Sep-997%Oct-997%Nov-997%Dec-997%Jan-008%Feb-0016%Mar-009%Apr-006%箭牌口香糖广告花费月度分配比例12资料来源：ACNielsen箭牌口香糖广告花费城市分配CityspendingCityspendingCityspendingBEIJING$13,732,360YANGZHOU$805,360DAQING$189,833NATIONAL$11,878,000WUXI$799,700WEIFANG$179,696SHANGHAI$10,829,840JIANGMEN$775,810BENGBU$172,200HANGZHOU$7,586,286YANTAI$736,694GUILIN$171,500GUANGZHOU$5,275,555CHANGSHOU$732,400LINYI$169,600JINAN$3,896,753NANCHANG$725,920JINING$162,150SHENZHEN$2,796,865LANZHOU$710,502BAOAN$139,110NANJING$2,778,835JIEYANG$697,230LIUZHOU$127,000ZHENGZHOU$2,673,570CHAOZHOU$663,050NANTONG$121,175WUHAN$2,455,038ZHOUSHAN$661,726LANGFANG$121,067SHENYANG$2,203,252TAIYUAN$604,433DONGYING$116,400HEFEI$2,166,896FOSHAN$599,210FUYANG$114,250CHENGDU$2,105,953XIAMEN$577,380TONGLING$112,667NANNING$2,097,380YINCHUAN$556,385LISHUI$111,033WENZHOU$2,045,600ZHONGSHAN$537,045WUHU$98,600FUZHOU$2,008,641XUZHOU$528,800HANDAN$94,916XIAN$1,931,700HUIZHOU$468,250BAODING$80,372WULUMUQI$1,880,300ZHANJIANG$466,412MAANSHAN$78,773SHANTOU$1,876,284ZHUHAI$460,850JINZHOU$74,100TIANJIN$1,689,867TAIZHOU$446,344TANGSHAN$56,960NINGBO$1,648,120DONGGUAN$432,450MUDANJIANG$54,966SUZHOU$1,637,472LUOYANG$427,100XIANGFAN$53,580HAIKOU$1,292,680ZIBO$381,800ANQING$53,300CHANGZHOU$1,273,200JILINSHI$347,650BAOTOU$50,900KUNMING$1,265,100SHAOXING$310,884JIUJIANG$50,400HAERBIN$1,213,523ZHAOQING$290,420NANYANG$48,680CHONGQING$1,157,500JINHUA$235,045PANYU$47,000DALIAN$1,156,620HUZHOU$229,520QINGYUAN$40,820SHAOGUAN$1,142,371JIAXING$223,550HUMEN$25,550SHIJIAZHUANG$961,057SHUNDE$216,450QIQIHAR$20,466GUIYANG$956,734YANCHENG$213,500HUADU$19,483QINGDAO$888,850TAISHAN$206,970CHANGPING$19,010CHANGCHUN$818,700JIAMUSI$205,667NANHAI$17,560CHANGSHA$817,340ZHENJIANG$203,787SHANGQIU$4,060ZHUMADIAN$1,730ZHOUKOU$99013箭牌口香糖广告花费城市分配比例BEIJINGNATIONALSHANGHAIHANGZHOUJINANOTHERSSHENYANG$GUANGZHOUSHENZHENNANJINGZHENGZHOUWUHAN-10,000,00020,000,00030,000,00040,000,00050,000,00060,000,000BEIJINGNATIONALSHANGHAIHANGZHOUGUANGZHOUJINANSHENZHENNANJINGZHENGZHOUWUHANOTHERSSHENYANG$14乐天口香糖广告花费(TVRMB000’sMay1999-Apr2000)3，196资料来源：ACNielsen15资料来源：ACNielsen乐天口香糖广告花费月度走势050010001500200025003000May-99Jun-99Jul-99Aug-99Sep-99Oct-99Nov-99Dec-99Jan-00Feb-00Mar-00Apr-0016资料来源：ACNielsen乐天口香糖广告花费月度分配比例May-9979%Nov-990%Dec-990%Jan-000%Oct-992%Feb-000%Sep-992%Mar-000%Apr-000%Aug-995%Jul-994%Jun-998%17资料来源：ACNielsen乐天口香糖广告花费城市分配CityspendingWUHAN596,929BEIJING397,980SHANGHAI3