达能媒介提案(英文版)

1、DanoneDanone Tiger Tiger 20012001Media RecommendationMedia Recommendation1Media ObjectiveMedia ObjectivelKey challenges for TUCl Total Savory segment dropping, while TUC still facing high competition from Pacific Soda, Danone Hi-Ca Soda and KSF 3+2l More and more mass market brands enhance the compe

2、tition by low pricing strategy (XXX?)lMedia Objectivel Launch new TVC to build up the new “essentiality” brand image.l Build leadership position in biscuits category in eastern regionl Expand to new market in northern, southern and western region to speed up building brand awareness2Planning Conside

3、rationsPlanning ConsiderationslTarget AudiencelFemale adults aged 30+lCreative Formatl30” & 15”lNew TVC Re-positioning TUC within essentiality platformlTarget MarketlShanghai / Nanjing / Yangzhou / Ningbo / Suzhou / Wuxi / Changzhou / Beijing / Zhengjiang/ Hangzhou / Huzhou /Jiaxing / Xian / Nan

4、tong / WuhanlBudget12,000,000RMB (Net)3MediaMedia StrategyStrategylExplore better media channel, media weight to deliver our media objective by considering -l Target audience medium consumption habitl Cost efficiencyl Competitive indicationl Consumer consumption moment4Understand target media habitM

5、edia Consumption Habit - (SH)Source : CMMS 20000102030405060708090100TV,Y.DRadio,Y.DCinema,MonthOutdoorDaily NewspaperWeekly NewspaperMonthly MagazineTotalMothers with Kids aged 5-145Understand target media habitMedia Consumption Habit - (NJ)Source : CMMS 20000102030405060708090100TV,Y.DRadio,Y.DCin

6、ema,MonthOutdoorDaily NewspaperWeekly NewspaperMonthly MagazineTotalMothers with Kids aged 5-146Understand target media habitMedia Consumption Habit - (HZ)Source : CMMS 20000102030405060708090100TV,Y.DRadio,Y.DCinema,MonthOutdoorDaily NewspaperWeekly NewspaperMonthly MagazineTotalMothers with Kids a

7、ged 5-147Media Strategy medium selectionMedia Strategy medium selectionlAccording to Media consumption Habit, agency recommend to use TV Highest coverage Most cost efficient Strong impact to emphasize brand image Quickly build up brand awareness in new market8Media Strategy medium weight IMedia Stra

8、tegy medium weight IlBased on following criteria to set up media weight Competitive situation In 2000, Key competitors, Pacific Soda, Danone Soda and KSF3+2, invested in TUC activity market with higher media weightMarketTUCPacificSodaDanoneSodaKSF 3+2RitzSavoryBiscuitSH50524635827142713353211NJ65537

9、15022404513262862YZ38913293145665321054NB347315446326217011894SZ81965743030918115662117BJ1901021235102259892HZ50056259834613017972912XA141332065309461446WH042005663504692254The highest Monthly GRP Level (Jan.-Sep.)9Media Strategy medium weight IIMedia Strategy medium weight IIlBased on following cri

10、teria to set up media weight Market priority MarketSales market shareRank SH26%1NJ6%2YZ6%3NB6%4SZ5%5WX5%6CZ5%7BJ5%8ZJ3%9HZ4%10HuZ3%11JX2%12XA2%13NT1%14WH1%15 According to market priority, define Tier 1: SH / NJ / YZ / NB Tier 2: SZ / WX / CZ / ZJ / HZ / HuZ Tier 3: BJ / JX / XA / NT / WH 10Media Str

11、ategy medium weight IIIMedia Strategy medium weight IIIlBased on following criteria to set up media weight Reach build up efficiency Different 3+ reach cutting point in each market MarketReach cutting point SH550 NJ575 YZ450 NB500 SZ520 CZ600 BJ500 ZJ350 HZ450 XA450 WH400 Budget 11l Recommend TV Wei

12、ght for New TVC launch burst Market GRPSH & NJ 500YZ & NB 450SZ 500Tier2 market except SZ 450Tier3 market 400Media Strategy medium weight IIIMedia Strategy medium weight III4Except for Beijing, as a high competition, high media investment and lower sales returns market, Beijing will try spec

13、ial media buying different with above market12l Recommend TV Weight for Sep. peak season burst coming back after a long time Market GRPSH & NJ 400YZ & NB 350SZ 400Tier2 market except SZ 350Tier3 market 300Media Strategy medium weight IVMedia Strategy medium weight IV13l Recommend lighter TV

14、Weight for Jun. & Dec sustaining burst Market GRPSH & NJ 300YZ & NB 250SZ 300Tier2 market except SZ 250Tier3 market 200Media Strategy medium weight VMedia Strategy medium weight V14Media Weight ReviewMedia Weight ReviewGRPSOV inJan.-Sep.SavorysegmenttotalSOV inJan.-Sep.Biscuitcategorytot

15、alGRPSOV inSavorymonthlyaverageGRPSOV inBiscuitmonthlyaverageGRPSOV inSavorymonthly GRPin TUCactivity monthSOV inBiscuitmonthly GRPin TUCactivitymonthShanghai120023%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

16、%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%Monthly Average GRP level (Mar.Jun.&Sep.)TUC Total GRP (Jan.-4Both in Savory segment and Biscuit category, planned GRP in 2001 for T

17、UC lead to higher SOV in each market15Media Strategy TV program selectionMedia Strategy TV program selectionl TV program selection according to High penetration & coverage High rating Target preferable program type Good program quality Consumption momentAfternoonAfter dinner16TV program interest

18、ed in(SH)0 02020404060608080100100News (International)News (Domestic)Economy/Investment ReportsSerials (Domestic)Serials (Hong Kong/Taiwan)Serials (Foreign)Films (Domestic)Films (Hong Kong/Taiwan)Films (Foreign)Music Programmes/MTVSports ProgrammesTotalMothers with Kids aged 5-14Source : CMMS 200017

19、TV program interested in(SH)0 02020404060608080100100Cartoons/Childrens ProgrammesEntertainment/Variety ShowsDrama/Plays/OperaTopical Issues/DocumentariesSpecialist TopicsSocial/Science ProgrammesWeather ReportsHealth TopicsRegional ProfileTravel And LeisureShopping GuideTotalMothers with Kids aged

20、5-14Source : CMMS 200018TV program interested in(NJ)0 02020404060608080100100News (International)News (Domestic)Economy/Investment ReportsSerials (Domestic)Serials (Hong Kong/Taiwan)Serials (Foreign)Films (Domestic)Films (Hong Kong/Taiwan)Films (Foreign)Music Programmes/MTVSports ProgrammesTotalMoth

21、ers with Kids aged 5-14Source : CMMS 200019TV program interested in(NJ)0 02020404060608080100100Cartoons/Childrens ProgrammesEntertainment/Variety ShowsDrama/Plays/OperaTopical Issues/DocumentariesSpecialist TopicsSocial/Science ProgrammesWeather ReportsHealth TopicsRegional ProfileTravel And Leisur

22、eShopping GuideTotalMothers with Kids aged 5-14Source : CMMS 200020TV program interested in(HZ)0 02020404060608080100100News (International)News (Domestic)Economy/Investment ReportsSerials (Domestic)Serials (Hong Kong/Taiwan)Serials (Foreign)Films (Domestic)Films (Hong Kong/Taiwan)Films (Foreign)Mus

23、ic Programmes/MTVSports ProgrammesTotalMothers with Kids aged 5-14Source : CMMS 200021TV program interested in(HZ)0 02020404060608080100100Cartoons/Childrens ProgrammesEntertainment/Variety ShowsDrama/Plays/OperaTopical Issues/DocumentariesSpecialist TopicsSocial/Science ProgrammesWeather ReportsHea

24、lth TopicsRegional ProfileTravel And LeisureShopping GuideTotalMothers with Kids aged 5-14Source : CMMS 200022Consumer profile Demographic Target0%0%20%20%40%40%60%60%80%80%100%100%ShanghaiNanjingHangzhouFe.15-19Fe.20-24Fe.25-29Fe.30-34Fe.35-39Fe.40-44Fe.45-49Fe.50-54Fe.55-59Fe.60-64Source : CMMS 20

25、00Based on consumer profile, defined the target audience for tiger for tracking survey, Female aged 30-45.23Media strategy TV program selectionMedia strategy TV program selectionlTime focusl Prime time air time - 18:30-22:00, focus on later time dram about 1 hour after dinnerlMainly focused on Drama

26、 news and health program due to the high target preferencelWeekend drama package to build up high frequency with cost efficient approach and remind the consumer before purchasingl Variety show during weekend and health program can also be considered24Special Market Beijing25Understand target media h

27、abitMedia Consumption Habit - (BJ)Source : CMMS 2000020406080100120TotalTV: Y.DRadio: Y.DCinema: Month,MoreDaily NewspaperWeekly NewspaperMonthly MagazineOutdoorTotalFemale30+26TV program interested in(BJ)0 02020404060608080100100News (International)News (Domestic)Economy/Investment ReportsSerials (

28、Domestic)Serials (Hong Kong/Taiwan)Serials (Foreign)Films (Domestic)Films (Hong Kong/Taiwan)Films (Foreign)Music Programmes/MTVSports ProgrammesEntertainment/Variety ShowsTopical Issues/DocumentariesSpecialist Topics Weather ReportsHealth TopicsTotalFemale30+Source : CMMS 200027Media strategy - Beij

29、ingMedia strategy - BeijinglPlanning considerationl Same with other market, TV is the highest consumption medium according to media habit. l Beijing is also a very aggressive market. The media spending is very expensive and the sales returns is lower than other market for TUC 28Media strategy - BeijingMedia strategy - BeijingSo, agency recommend a specially TV buying Explore package buying to increase cost effective Weekday package in BTVBroadcast 6-8 times ev