参考说明大家乐to media budget justification-29june

1、2015/2016Media Budget JustificationJune 20152015/16 Marketing BudgetAnnual Media Flow Chart - 4.9MSection ASection BSection CSection DSection EProduct CalendarOverall Media Strategy1.) Choice of MediaGiven 4.9M media budget, TV / Newspaper / Magazine / Radio are no affordable. Please see media cost

2、ball park indication next slide.Outdoor is suggested as core mediumLocation base buying strategy. Strategic outdoor panels matching our shop locations are wisely selected to support traffic.In 廣州 and 深圳, Metro panels matching our shop locations are wisely selected to support traffic.In 珠海/中山/佛山 wher

3、e no MTR presence, bus panel is used to support shop traffic.Southern China Media Cost IndicationCK, please insert media cost ball park hereTV Station 1 Prime time (1900-2200) 30 sec RMBXXXXNewspaper title 1 FP4C Main Section RMBRadio Morning Drive 30-sec RMBOverall Media Strategy1.) Choice of Media

4、Mobile Phone / APP Mobile media usage is on a rapid growing trendOverall Media Strategy1.) Choice of MediaMobile Phone / APP Target Audience (TA) are actively using Mobile platform to choose restaurant choice. Use of mobile phone channel is ing mandatory so as to catch up consumer trend.Overall Medi

5、a Strategy1.) Choice of MediaMobile Phone / APP CK, pls see any further data to support mobile / phone. Penetration / user session / stickiness of mobile consumptionMobile media reach vs TV / Print.Online media budget spend trend.Overall Media Strategy2.) Media Budget AllocationJun to Aug 2015 (40%)

6、Summer is traditional peak sale season. 燒春雞 is the hero product launch within period.Therefore, around 40% annual budget is allocated in 燒春雞 summer launchSep to Oct 2015 (30%)Sep and Oct are shoulder peak season. 鐵板餐 /中国八大菜系巡礼 are the key product lines and 30% media budget will be allocated.Dec 2015

7、 to Mar 2016 (30%)Xmas / CNY are the 2nd peak season and remaining 30% budget reserved for 聖誕鐵板 / 聖誕盤裝 / 新年盤菜 / 滋潤熱飲. 燒春雞 Campaign2015 Vs 2014燒春雞 Campaign - 20142014 Campaign Review by CDC 燒春雞 Campaign - 2014投放城市投放媒体发布周期宣传费用数量广州地铁灯箱广告2014年8月11日至2014年9月7日(4 Wks)26块深圳19块佛山巴士车身广告2014年8月11日至2014年9月10日(4

8、 Wks)5台中山5台珠海4台全线视频短片拍摄费用3条短片网络推广（微博&微信）门店宣传品总合计费用燒春雞 Campaign - 2014Metro Station PosterBus Exterior Online Rival Video x 3Instore POP燒春雞 Campaign - 2015Metro Station PosterBus Station PosterProduct VideoInstore POP燒春雞 Campaign - 2015投放城市投放媒体发布周期宣传费用数量广州地铁灯箱广告2015年6月27日至8月23日 (9 Wks)809,00031块深圳29块佛山巴士车身广告2015年7月6日至8月2日 (4 wks)72,0004個 中山6個 珠海7個 全线视频短片拍摄费用15秒產品短片 / Banner Ad网络推广261,000门店宣传品总合计费用Higher Sales target in 2015.广州 / 深圳 Metro booking is 9 wks Vs 4 weeks in 2014.Media cost inflation vs last year, (CK