大众汽车2014年第三季度FBU竞争回顾

Volkswagen

FBU

CompetitiveReviewQ3

201415th

Oct,

2014BrandOverall

communication

trendobservationMedia

spending

analysisCampaign

analysis

by

modelsegmentD

segment

sedanC

segment

SUVA

segment

sedanBrand79%80%84%83%84%21%20%16%17%16%151050504540353025202011201220132013

Jan-Aug2014

Jan-Aug7.87.76.94.44.653%-1%-10%4%15%16%11%11%15%14

FBU

Brands

Spending

(Bn)14

FBU

Brands

SpendingIncreaseMedia

InflationOverall

Investment

Trends

of

All

Passenger

Car

&

14

FBU

BrandsAll

passenger

car

investment

kept

an

increasing

trend

since

2011.14

FBU

Brands

investmentonly

had

very

weak

growth

in

2014

Jan-Aug

compared

to

same

timelast

year.Unit:

Bn37.738.143.729.126.11%15%12%(1)

Data

source:

Monitored

spending

of

TV,

Newspaper,

Magazine

&

Radio

2011

–

2014

Jan-Aug

is

from

CTR

AdEx

power;

Monitored

spending

of

Outdoor

2011

–

2014

Jan-Aug

is

from

CODC;

Monitored

spending

of

Online

2011-

2014Jan-Aug

is

from

I-Research+14

FBU

brands

All

passenger

carVGIC

4%Audi

Import

18%BMW

AG

13%Benz

Import

10%Lexus

9%Volvo

Import

3%MINI

1%Land

Rover

8%Subaru4.7%JeepInfiniti

17%4%Porsche3%1%JaguarSmart4%VGIC

4%Audi

Import

18%BMW

AG

11%Benz

Import

15%Volvo

Import

Lexus

6%

6%MINI

1%Subaru

4%Land

Rover

13%Infiniti

5%Porsche3%Jeep

Smart

Jaguar

5%

2%7%VGIC

10%Audi

Import

18%BMW

AG

11%Benz

Import

14%Lexus

11%Volvo

Import

11%Land

Rover

6%Subaru2%

MINI2%2%Infiniti

Jeep

Smart

JaguarPorsche4%

5%

2%

1%12%Audi

Import

15%BMW

AG

11%Benz

Import

17%Volvo

Import

Lexus7%

7%Porsche

3.0%Land

Rover

11%Subaru

2.5%MINI

2%Infiniti

Jeep

Smart

5%

4%

2%Jaguar

VGIC1.72%2011

FYVGIC

SOS:

11

%

(

Ranked

No.6

)Spending:

RMB

Bn:

7.82012

FYSpending:

RMB

Bn:

7.72013

FYVGIC

SOS:

4

%

(

Ranked

No.11

)Spending:

RMB

Bn:

6.92014

Jan-AugVGIC

SOS:

4

%

(

Ranked

No.8

)Spending:

RMB

Bn:

4.6VGIC

had

low

SOS

in

the

category

due

to

limited

spending.Monitoring

Period:

2011

FY,

2012

FY,

2013

FY,

2014

Jan-AugMedia

Scope

ofMonitoring:TV,

Newspaper,

Magazine

&

Radio

is

from

CTR

AdEx

power

(Channels:

TV

697,

RD

103,

NP

314,

MG

213);Outdoor

is

from

CODC

(31key

markets);

Online

isfrom

I-Research

(limited

mobile

ads,

pre-roll

&

exclude

content

coop,

seeding

video)Key

Competitors:14

FBU

brands:

VGIC,

Audi

Import,

BMW

AG,

BenzImport

,

Lexus,

Volvo

Import,

BMW

MINI,

Subaru,

Land

Rover,

Porsche,

Infiniti,

Jeep,

Smart,JaguarVGIC

SOS:

12

%

(

Ranked

No.3

)VGIC

2014

data

exclude

reality

show14

FBUBrands

SOS2011-2014

Jan-MaySOS

RankingNo.1

AudiNo.2

Jeep

No.3

BMWNo.8

VGIC20145125565866534942617596336278193850776593438409392218141186168100-2003004005006007008009002013

Jan-Aug2014

Jan-Aug4%Spending

of

Audi

Import,

Jeep

took

a

big

leap

compared

to

same

time

last

year

due

to

its

key

modelslaunch.

And

VGIC

and

other

key

competitive

brands

started

to

show

a

decline

trend.10%Unit:

Mio(1)

Data

source:

Monitored

spending

of

TV,

newspapers,

magazine

&

Radio

2008

–

2009

is

from

AC

Nielsen,

Monitored

spending

of

TV,

Newspaper,

Magazine

&

Radio

2010

–

2014

Aug

is

from

CTR

AdEx

power;

Monitored

spending

of

Outdoor

2008–

2014

Aug

is

from

CODC;

Monitored

spending

of

Online

2008

-

2014

Aug

is

from

I-Research34%Key

campaigns

in

2014

YTDBeetle

&

TouaregAudi

A3CherokeeBMW

X5

&

BMW

7Benz

S

&

Benz

ALexus

CT200HFreelander

&

Range

RoverSubaru

OutbackPorsche

MACAN

SUVXFQ50

&SUV

Family2013

Est.

media

inflation

rate:

11%Key

FBU

Brands

Spending

Trend(2013

Jan-Aug

&

2014

Jan-Aug)88%204%17%25%46%45%39%8%OOH

enlarged

its

SOS

to

30%

and

became

to

top

media

channel.

TV

still

had

rather

large

SOS.44%39%39%38%28%7%8%9%9%12%18%16%10%10%7%16%17%13%13%12%9%11%17%19%30%6%9%11%11%11%2011201220132013

Jan-Aug2014

Jan-AugOnlineOOHMGNPRDTV7.87.76.94.6Unit:

Bn4.4Data

source:

Monitored

spending

of

TV,

Newspaper,

Magazine

&

Radio

2011–

2014

Aug

is

from

CTR

AdEx

power;

Monitored

spending

of

Outdoor

2011

–

2014

Aug

is

from

CODC;

Monitored

spending

of

Online

2011-

2014Aug

is

from

I-ResearchVGIC

2014

data

exclude

reality

show14

FBUBrands

MediaMix4%Insights

Though

SOS

of

TV

decreased

compared

to

same

time

last

year,

it

still

had

acertain

share

as

an

effective

means

ofawareness

build-up.

Besides,

online

video&

OOHhave

e

a

complimented

channel

of

TVC

exposure.

Multi-screen

has

e

atrend

of

visually

building

up

awareness.For

example,

BMW

X5

invested

not

only

intraditional

TVchannel

to

ensure

its

TVCexposure,

the

visual

messagewas

also

delivered

in

online

platform

as

pre-roll

&

OOHLCD.The

SOS

of

OOHenjoys

a

increasing

trend.

As

mentioned

in

Q1

review,

most brands

invests

in

long-term

billboard

resources

for

building

up

awareness& enhanceexposure.For

example,

Audi

has

booked

long-term

billboardsinroughly

40markets.

For

Q1,the

KV

focused

on

Branding&

SQ5

launch.

In

Q2,the

KV

has

changed

to

Audi

A3launch.InsightsRelatively

high

frequency

toensure

its

exposure

(ave.

8times/day)Sponsorship

of“一汽大众奥迪荣耀时刻”CCTV

5<豪门巨星>programsponsorTop

star

introduction

to

echo

A3’scar

featuresTitle

sponsorship+A3

opening

+Video

content+Ending+30s

TVCContent

is

the

king

Most

brands

leveraged

big

events

to

expand

cost-efficiency

&

increase

customerengagementMost

brands

explore

opportunities

in

hot

TV/Online

programs

to

uplift

brand

image

and increase

exposure

by

sponsorship

or

in-depth

product

implement.Infiniti

as

theappointed

premiervehicle

appeared

inallepisodesThe

program

travelledto

different

kindsofharsh

landscapes,

thecar’s

goodperformance

isindicated

throughout.Infiniti

&爸爸去哪儿BMW

X4

&Tencent

TV<旅行家>Benz

SUV

family

&Youku<侣行>BMW

X4

cooperatedwith

Tencent

TV

self-made

program<旅行家>a

well-knownhost

明道Thecooperationincludes

sponsorshipand

car

implementinthe

openingscene

ofeach

episode.Benz

SUV

familycooperated

with

Youkupopular

self-madeprogram<侣行>The

spirit

thattheprogram

deliversmatches

that

ofBenzSUV’s

骑士精神A-A0-A00

SegmentOverall

communication

trendobservationMedia

spending

analysisCampaign

analysis

by

modelsegmentC

segment

SUVBrand

D

segment

sedan

A

segment

sedanBeetle

3%Scirocco

5%2%Golf

(Cross

&VariaRntm)

odel5%Audi

A1

15%BMW

1s

8%Audi

A310%Benz

A

Class

6%Benz

B

Class

13%Volvo

C30

3%MI…Smart16%2011

FYSpending:

RMB

Mio:

1,1452012

FYSpending:

RMB

Mio:

1,1842013

FYBeetle

SOS:

15%

(

Ranked

No.3

)Spending:

RMB

Mio:

7582014

Jan-AugBeetle

SOS:

10%

(

Ranked

No.2

)Spending:

RMB

Mio:

798Beetle

SOS:

24

%

(

Ranked

No.1

)Beetle’s

ranking

climbed

to

No.2

due

to

its

Repositioning

campaign,

though

still

far

behind

thesegment

dominator

Audi

A3Monitoring

Period:

2011

FY,

2012FY,

2013

FY,

2014

Jan-AugMedia

Scope

of

Monitoring:TV,

Newspaper,

Magazine

&

Radio

is

from

CTR

AdEx

power

(Channels:

TV

697,

RD

103,

NP

314,

MG

213);Outdoor

is

from

CODC

(31key

markets);

Online

isfrom

I-Research

(limited

mobile

ads,

pre-roll

&

exclude

content

coop,

seeding

video)KeyCompetitors:A

Segment:

Scirocco,

Beetle,

Smart,

MINI,

BMW

1Series,

Volvo

C30,

Audi

A1,

Audi

A3,

Mercedes

A

Class,

Mercedes

BClass,

R

models

(Golf

R

&

ScirccoR),

FBU

Golf

(Cross

&Variant)Beetle

SOS:

2.8%

(

Ranked

No.11

)Beetle

&

Scirocco

2014

data

exclude

reality

showSOS

by

Model

in

FBU

A

Segment

2011-2014

Jan-Aug36%Beetle

24%1%R

modelScirocco1%Golf

(Cross

&

Variant)5%Audi

A1

10%BMW

1sAudi

A3

7%5%Benz

B

Class

22%Volvo

C30

1%MI…Smart

13%Beetle

15%2%Variant)

2%6%

Golf

(Cross

&

SciroccoBMW

1s

1%Audi

A3

5%Audi

A1Benz

A

Class

28%Benz

B

Class

14%MI…Smart

15%SciroccoBeetle

1%

10%Golf

(Cross

&

Variant)1%Audi

A3

72%Benz

A

Class

4%Benz

B

Class

2%MI…Smart

5%31%33%22%16%42%15%10%15%16%10%12%16%6%5%5%20%16%18%19%12%11%15%24%29%18%14%14%13%2011201220132013

Jan-Aug2014

Jan-AugOOHMGNPRDTV36%798591Total

SPD

(Mio):1,1453%1,184Online10%11%Media

mix

for

A

segment

is

heavily

influenced

due

to

the

new

Audi

A3

launch

and

played

a

different

trendcompared

with

previous

years75836%Data

source:

Monitored

spending

of

TV,

Newspaper,

Magazine

&

Radio

2011

–

2014

Jan-May

is

from

CTR

AdEx

power;

Monitored

spending

of

Outdoor

2011

–

2014

Jan-May

is

from

CODC;

Monitored

spending

of

Online

2011-

2014Jan-May

is

from

I-ResearchBeetle

&

Scirocco

2014

data

exclude

reality

showFBU

A

Segment

Media

Spending&

Media

MixPeriod:

May-Aug.

2014Monitoring

Spending:

19.3

MioNew

MINI

Launch

CampaignMedia

MixOnline19%MG48%OOH33%Case

Study:

New

MINI

Launch

Campaign(May-Aug)MediaNew

MINI

launched

on

Apr

20th

in

Beijing

Auto

Show

with

campaign

message“始于原创,终于原创”Multi-media

types

were

utilized

to

both

nationally

and

regionally

spread

the

launch

info.Product

Launch

:Apr

20th,

2014,

BJ

Auto

Show(1)

Data

source:

Monitored

spending

of

TV,

Newspaper,

Magazine

&

Radio

2011–

2014

Aug

is

from

CTR

AdEx

power;

Monitored

spending

of

Outdoor

2011

–

2014

Aug

is

from

CODC;

Monitored

spending

of

Online

2011-

2014Aug

is

from

I-Research2,7916,5637,2943,990-MayJun

Jul

AugTeaserLaunchLeveraged

long-termresources:Billboards

in

key

markets(BJ,

SH,

NJ,

CS,

SY,

JN,

TJ,

SJZ,

CD,

TY

etc.)RMB

‘0008,0006,0004,0002,000Portal:

iFeng

Auto

Vertical:Autohome

(national)Bitauto

(regional)Online

to

Spread

Info.FP

@titles

ofdifferentcategoriesBanner

&Pre-roll

@

YoukuCinama

ads

in

35

mktsLP

in

keymarketsMG

&

Online

Video

tobuildup

awarenessLocal

OOH

media

topenetrate

in

keymarketsPeriod:

Jul.

28th

2014

onwardsMonitoring

Spending:

2.4

MioMINI

人民很行CampaignMedia

MixRadio

59%Online

21%Print

20%Case

Study:

MINI

人民很行campaign

(Late

Jul.onwards)MediaSocial-driven

campaign

to

generate

social

buzz

and

promote

an

online

vote

for

2

KOLs’

financial

solutionproposalTeaser

phase

solely

relied

on

4

local

music

channels

and

later

employed

national

print

media

to

generateawareness

and

Auto

vertical

site

to

drive

registration

nationwide(1)

Data

source:

Monitored

spending

of

TV,

Newspaper,

Magazine

&

Radio

2011–

2014

Aug

is

from

CTR

AdEx

power;

Monitored

spending

of

Outdoor

2011

–

2014

Aug

is

from

CODC;

Monitored

spending

of

Online

2011-

2014Aug

is

from

I-ResearchTeaserLaunchTeaser:

Jul

28th,

2014 Launch:

Aug

8th,

2014Social

topic

launch:

Jul

31th,

2014Radio

59%MarketChannelRatioJNMusic52%BJHITFM

88727%CZMusic14%GZHITFM

8856%Format:

RegularAdsLength:

30sCopy

sample

(Part):

MINI汽车金 融掌门人的角逐已经开始。英 国金融专家庞乐天，还是脱口秀主持人王自健，谁将胜出？欲了解双方支持率并投票，请拨打北京卡森MINI旗舰中心Total:

1.4MioOnline

21%Regular

banner

in

Auto

vertical

sites

(i.e.

Autohome,BitAuto)Print

20%TitleInsertion外滩画报2上海壹周1Announce

the

special

edition

城市光波launch

in

its“smart

游乐园”Chengdu

event

in

July,5th

.National

coverage

strategy

with

digital

focus

on

July

and

Magazine

in

August,

among

which

Magazine

leadthe

budget

with

77%

share.(1)

Data

source:

Monitored

spending

of

TV,

Newspaper,

Magazine

&

Radio

2011

–

2014

Aug

is

from

CTR

AdEx

power;

Monitored

spending

of

Outdoor

2011

–

2014

Aug

is

from

CODC;

Monitored

spending

of

Online

2011-

2014Aug

is

from

I-ResearchMediaCase

study:Smart

城市光波特别版launchAuto

&

Portal

media

take

up

almost90%

of

total

digital

budget;Banner;Campaign

SummaryMedia

TacticsMG

TacticsCategoryMediaSPD

(000)SOSFashion服饰与美容336.2461%智族306.13嘉人283.5时尚先生450News南方人物周刊17030%新周刊185周末画报(杂志)325Finance第一财经周刊2109%Total2265.9100%Digital

TacticsCategoryMediaSPD(000)%AutoXcar252.367%Cheshi116Bitauto88.7PortalSina143.821%FashionHaibao45.19%Kimiss15.2ITPchome18.83%CommunityDaQi0.50%Total680.4100%Campaign

Period:

July

–

Aug.Spending:2.95

MioOnline,23%MG,77%Media

MixFashion

&

City

news

title

to

reachcity

hips

and

take

up

90%

budget;Full

page

and

insert

page;KVC

SUVOverall

communication

trendobservationMedia

spending

analysisCampaign

analysis

by

modelsegmentC

segment

SUVBrand

D

segment

sedan

A

segmentTouareg

6%Audi

Q7

2%Land

Rover

Range

Rover75%Porsche

Cayenne

1%Lexus

RX

1%Mercedes

ML14%Volvo

XC90

2%BMW

X51%Touareg

24%Audi

Q7

6%Land

Rover

Range

Rover28%Porsche

Cayenne

2%Lexus

RX

2%Mercedes

ML

35%Volvo

XC902%BMW

X5

1%Touareg

31%Audi

Q7

2%Land

Rover

Range

Rover43%Mercedes

ML

13%Porsche

Cayenne

1%Lexus

RX

1%Volvo

XC90

9%2011

FYSpending:

RMB

Mio:

9622012

FYSpending:

RMB

Mio:

9592013

FYTouareg

SOS:

6%

(

Ranked

No.3

)Spending:

RMB

Mio:

9732014

Jan-AugTouareg

SOS:

8

%

(

Ranked

No.3

)Spending:

RMB

Mio:

603Touareg

SOS:

24

%

(

Ranked

No.3

)Touareg

SOS:

31%

(

Ranked

No.2

)BMW

X5

took

the

first

position

due

to

new

X5

launch,

Range

Rover

followed

by

38%

SOS.Touareg

ranked

3rd

by

8%

SOS,

while

the

first

and

second

investors

are

taking

47%

and

38%

share,

which

is

wayahead

of

Touareg.Monitoring

Period:

2011

FY,

2012FY,

2013

FY,

2014

Jan-AugMedia

Scope

of

Monitoring:TV,

Newspaper,

Magazine

&

Radio

is

from

CTR

AdEx

power

(Channels:

TV

697,

RD

103,

NP

314,

MG

213);Outdoor

is

from

CODC

(31key

markets);

Online

isfrom

I-Research

(limited

mobile

ads,

pre-roll

&

exclude

content

coop,

seeding

video)KeyCompetitors:C

SUV:

Touareg,

Audi

Q7,Lexus

RX

,Porsche

Cayenne,

BMW

X5,Volvo

XC90,Land

Rover

Range

Rover

,Mercedes

M-Series

,

Infiniti

QX60,

InfinitiQX70SOS

by

Modelin

C

SUV2011-2014

Jan-AugTouareg

8%Audi

Q7

1%Lexus

RX1%Porsche

Cayenne

1%Land

Rover

Range

Rover

38%BMW

X5

47%Mercedes

M-

Series1%Infiniti

QX60

1%Infiniti

QX70

2%14%Touareg

2014

data

exclude

reality

show65%51%44%37%22%3%6%11%14%10%12%16%10%11%4%9%12%8%10%9%6%7%18%17%45%6%9%9%11%10%2011201220132013

Jan-Aug2014

Jan-AugOnlineOOHMGNPRDTVC

SUV

Segment

Media

Spending

&

Media

Mix960959963603394TotalSPD

(Mio):Total

Media

investment

increased

by

14%

in

Jan-Aug.

OOH

media

enjoyed

a

high

proportion

increased

in

2014

(45%

in

2014

vs

17%

in

2013),followed

by

TV(22%)

media.

Online,

MG,

NP,

RD

media

shared

the

rest

of

spending(33%).0.1%0.4%Data

source:

Monitored

spending

of

TV,

Newspaper,

Magazine

&

Radio

2011–

2014

Aug

is

from

CTR

AdEx

power;

Monitored

spending

of

Outdoor

2011

–

2014

Aug

is

from

CODC;

Monitored

spending

of

Online

2011-

2014Aug

is

from

I-ResearchTouareg

2014

data

exclude

reality

show14%A

SUVTiguan

(import)

0.2%Audi

Q3

32%Audi

Q5

5%BMW

X1

10%Subaru

Forester

11%Jeep

Compass

5%Dodge

Journey

14%Tiguan

(SVW)

23%Tiguan

(import)2%Audi

Q3

7%Audi

Q5

18%BMW

X1

32%Subaru

Forester

6%Jeep

Compass

13%Tiguan

(SVW)

22%Tiguan

(import)

4%Audi

Q5

13%Subaru

Forester

23%Jeep

Compass

32%Dodge

Journey

3%Tiguan

(SVW)

25%2011

FYSpending:

RMB

Mio:

5942012

FYSpending:

RMB

Mio:

8502013

FYTiguan

SOS:

0.2%

(

Ranked

No.8

)Spending:

RMB

Mio:

1,4642014

Jan-AugTiguan

SOS:

2

%

(

Ranked

No.7

)Spending:

RMB

Mio:

875Tiguan

SOS:

1.7

%

(

Ranked

No.7

)Tiguan(import)

SOS:

3.8%

(

Ranked

No.5

)BMW

X1

enlarged

SOS

to

40%

to

support

new

BMW

X1

Launch;

Tiguan(SVW)

followed

with

18%

of

SOS

forTiguan(SVW)

2015

version

launch.Tiguan(import)

ranked

7th

with

3%

SOS.Monitoring

Period:

2011

FY,

2012FY,

2013

FY,

2014

Jan-AugMedia

Scope

of

Monitoring:TV,

Newspaper,

Magazine

&

Radio

is

from

CTR

AdEx

power

(Channels:

TV

697,

RD

103,

NP

314,

MG

213);Outdoor

is

from

CODC

(31key

markets);

Onlineisfrom

I-Research

(limited

mobile

ads,

pre-roll

&

exclude

content

coop,

seeding

video)KeyCompetitors:A

SUV:Tiguan(import),

Audi

Q3,

Audi

Q5,

BMW

X1,

Subaru

Forester,

Jeep

Compass,

Dodge

Journey,Tiguan(SVW)SOS

by

Modelin

ASUV

2011-2014

Jan-Aug27%*Remark:

BMW

X1

became

CKD

model

since

2012;

Audi

Q3

became

CKD

model

since

Apr.

2013;Audi

Q5

became

CKD

model

since

2010.Tiguan

(import)

1.5%Audi

Q3

12%BMW

X1

40%Subaru

Forester

6%Jeep

Compass

6%Dodge

Journey

17%Tiguan

(SVW)

18%44%40%42%44%45%7%8%10%10%10%16%18%16%15%7%17%16%13%13%7%11%11%11%12%20%5%7%9%7%12%2011201220132013

Jan-Aug2014

Jan-AugOnlineOOHMGNPRDTVASUVSegment

MediaSpending

&

Media

Mix5948501,4648751,197TotalSPD

(Mio):Total

Media

investment

decreased

by

27%

in

Jan-Aug.In

A

SUV

category,

TV

is

key

platform

with

a

high

proportion

(around

40%-45%).

OOH

media

enjoyed

arapid

growth

in

2014

(from

11%

to

20%).27%72%Data

source:

Monitored

spending

of

TV,

Newspaper,

Magazine

&

Radio

2011–

2014

Aug

is

from

CTR

AdEx

power;

Monitored

spending

of

Outdoor

2011

–

2014

Aug

is

from

CODC;

Monitored

spending

of

Online

2011-

2014Aug

is

from

I-ResearchTouareg

2014

data

exclude

reality

show43%New

BMW

X1

launch

campaign

utilized

multi-screen

media

strategy

with

52%

investment

on

TV

and

23%

on

office

LCD

to

buildupnew

model

awareness.In

terms

of

key

cities,

BMW

X1

focused

on

first-tier

markets

(BJ,

SH,

GZ)

with

local

media(OOH,

NP,

RD)

support

to

ensuresufficientreach.Magazine

content

cooperation

was

also

utilized

to

elaborate

brand

message

with

model

keyfeatures.Media

New

BMW

X1(CKD)

Launch

Campaign(1)

Data

source:

Monitored

spending

of

TV,

Newspaper,

Magazine

&

Radio

2011

–

2014

Aug

is

from

CTR

AdEx

power;

Monitored

spending

of

Outdoor

2011

–

2014

Aug

is

from

CODC;

Monitored

spending

of

Online

2011-

2014Aug

is

from

I-ResearchMktSpd.share上海29,25232%北京26,54929%广州18,36120%成都7,3048%杭州6,6947%Others(15)4,2755%Local

ChannelSPDShare中国教育电视台3套9,4316%上海电视台新闻综合频道5,3243%广东广播电视台新闻频道4,3313%广东广播电视台珠江电影频道3,7092%上海东方电影频道3,4992%Others16,38914%Total48,50231%New

BMW

X1

Launch

CampaignPeriod:

Jun.-Jul.

2013

ATLTVC

TacticMonitored

SPD:

301

MioTime

Slot

Prime

time

(18:00-23:00)

59%

Non-primetime

41%Media

Mix:

Channel

CCTV

44%

LCTV

31% STV

25%Duration

15”

69%

30’’

31%Online,2%

National

TV

(69%):中央5套(体育频道)-20%；中央6套(电影频道)-9%；中央4套(中文国际频道)-7%；东方卫视-6%OOH,

Local

TV

(31%):28%

TV,

52%MG,8%NP,

8%

RD,

2%OOH:Format:

Office

LCD(82%),

Light-box

(11%),Billboard(7%)Key

markets:Media

New

Tiguan(SVW)

LaunchCampaign(1)

Data

source:

Monitored

spending

of

TV,

Newspaper,

Magazine

&

Radio

2011

–

2014

Aug

is

from

CTR

AdEx

power;

Monitored

spending

of

Outdoor

2011

–

2014

Aug

is

from

CODC;

Monitored

spending

of

Online

2011-

2014Aug

is

from

I-ResearchMktSpd.share北京7,35733%广州3,51316%上海3,47916%深圳3,20614%天津2,1059%Others(10)2,62112%Local

ChannelSPDShare上海电视台新闻综合频道8,45210%广东广播电视台体育频道8,33910%上海电视台纪实频道5,5287%北京电视台影视频道3,2014%上海电视台第一财经频道1,6002%Others9,60712%Total36,72644%New

Tiguan(SVW)

Launch

CampaignPeriod:

Jul.-Aug.

2013

ATLTVC

TacticMonitored

SPD:

156

MioTime

Slot

Prime

time

(18:00-23:00)

67%

Non-primetime

33%Media

Mix:

Channel

LCTV

44%

STV

39%

CCTV

17%Online

Duration

30”

79%

15’’

18%6%Local

TV

(44%):OOH14%MG

TV8%

54%NP12%RD

6%National

TV

(56%):中央5套(体育频道)-15%；广东卫视-14%；重庆卫视-7%；江苏卫视-7%；*Remark:

汪峰as

celebrity

join

the

advertising

film.OOH:Format:

Office

LCD(70%),Light-box

(25%),Billboard(5%)Key

market:NP(19Mio):Format:

HP(89%),

DPS(5%),

FP(4%)Key

market:MktSpd.share上海市4,78125%北京市2,56613%广州市1,6829%长沙市8394%深圳市7214%Others(32)8,53612%New

Tiguan(SVW)launch

campaign

was

TV

driven

with

multi-media

support.

TV

was

mainly

focused

on

local

channels

with

thelongversion

TVC

(WangFeng

as

celebrity).Office

LCDmedia

was

also

used

as

supplementfor

brandvideoexposure.For

key

markets,

Tiguan(SVW)

focused

on

first-tier

markets

(BJ,

SH,

GZ,

SZ)

with

local

media(OOH,

NP,

RD)

support.Overall

communication

trendobservationMedia

spending

analysisCampaign

analysis

by

modelsegmentD

segment

sedanB

VariantA

segment

sedanBrandMagotan

Variant

0.5%Volvo

V60

41%Subaru

Outback

59%Magotan

Variant41%Volvo

V60

11%Subaru

Outback

48%Magotan

Variant

3%Volvo

V60

22%Subaru

Outback

75%2011

FYSpending:

RMB

Mio:

512012

FYSpending:

RMB

Mio:

1502013

FYMagotan

SOS:

0.5%

(

Ranked

No.3

)Spending:

RMB

Mio:

772014

Jan-AugMagotan

SOS:

5

%

(

Ranked

No.2

)Spending:

RMB

Mio:

113Magotan

SOS:

2.4

%

(

Ranked

No.3

)Magotan

SOS:

17.5%

(

Ranked

No.2

)Subaru

Outback

dominated

the

whole

segment

due

to

its

product

launch

in

2014

with

other

playersalmost

remained

silentMonitoring

Period:

2011

FY,

2012FY,

2013

FY,

2014

Jan-AugMedia

Scope

of

Monitoring:TV,

Newspaper,

Magazine

&

Radio

is

from

CTR

AdEx

power

(Channels:

TV

697,

RD

103,

NP

314,

MG

213);Outdoor

is

from

CODC

(31key

markets);

Onlineisfrom

I-Research

(limited

mobile

ads,

pre-roll

&

exclude

content

coop,

seeding

video)KeyCompetitors:B

Variant:

Magotan

Variant

VolvoV60 Subaru

OutbackB

VariantSOS

by

Model

in

C

SUV

2011-2014

Jan-Aug9%MagotanVariant…

Volvo

V602%Subaru

Outback

93%23%78%49%24%9%10%5%2%10%14%14%3%9%1%21%28%13%7%7%27%34%3%13%63%4%10%1%12%4%2011201220132013

Jan-Aug2014

Jan-AugOnlineOOHMGNPRDTV25%B

VariantSegment

Media

Spending

&

Media

Mix5115077113150TotalSPD

(Mio):Total

Media

investment

decreased

by

25%

compared

to

same

period

last

year

OOH

media

enjoyed

highest

proportion

YTD,

followed

by

TV

24%,

which

was

both

due

to

Subaru