如何选择媒体

MediaTrainingJan13,2002Hello!GoodAfternoon!

Let’stalkaboutMediaSurvivingintheMediaJungle?YOU

MediaPlanning?

NumberCrushingSeriousAnalyticalJobBusy!Busy!Busy!100WaysToSqueezeMediaSalesALotOfJargonsSurvivingintheMediaJungle?Todoourjobbetter,weneedyourSurvivingintheMediaJungle?UNDERSTANDINGUnderstandingWhatdowedo?HowA/Scanhelp?Whatwearetalkingabout?TopicsDefinitionofMediaPlanningEffectiveMediaPlanningMediaBriefingMediaJargonsReach&FrequencyWhatDoesAllTheJargonReallyMean?MediaPeopleTalkInMediaJargonMediaPeopleTalkInMediaJargon“AnEffectiveReachoftheTargetAudienceat3+/30%Requires160GRPsandtheNetReachis60%.”Whatdoesitmean?SurvivingintheMediaJungle?ReachFrequencyContinuityTheCo-ExistingRivalryContentRecapsWhyimportant?EffectiveFrequencyVsRecencyOptimizationinDailyLifeSummaryPointstoNoticeTelevisionFocusTimeFrameTargetGroupPoint-of-viewonlyRecapsReach(%)ofdifferentpeoplewhohaveanopportunitytoseeacommercialinamediascheduleatleastonce.Noduplicationisinvolved e.g.1+Reach=rating1+rating2 -duplicationspot1spot2AverageFrequencyAverageno.of“OpportunitytoSee”acommercialwithinagivenperiodoftime.Withsomepeoplehavingmoreopportunitiestoexposetothecommercialandsomepeopleless2x3x

AverageFrequency=

GRPs/ReachExampleConsiderthefollowing6-spotschedule;Target:People15-49

Example

TARPs Spot1 : 15 Spot2 : 20 Spot3 : 11 Spot4 : 30 Spot5 : 8 Spot6 : 26 110ExampleTargetAudience:People15-49TotalTARPs = 110Reach(1+) = 64%Ave.Freq. = 1.7R&FCurve

TargetAudience:People15-49Reach(%)GRPs1+2+3+AboutBuildingReachReachgenerallybuildsveryquicklyatfirstAftertime,itbecomesdifficulttoincreasereach(havealreadyreachedtheheavyTVviewers)IncreasingreachfurthersmeansreachinglightTVviewersIncreasingweighttendstoincreasefrequencyratherthanreachReachcurvelooksdifferentbyusingdifferentmediacombinationsordaypartcombinationDaytimePrimetimeCertainPrinciplesaboutBuildingReachGenerally,certainmediaareknowntobereachbuilders:TV,NewspapersBroadcoverage,quickaudienceaccumulationOthersareknownasfrequencybuilders:Radio,OutdoorFragmentedaudience,lowratingR&F

WhyImportant?WhyImportant?ExerciseGroupdiscussionontheimportanceofR&FtoClients;toPlanners&toBuyersTime:20minutesWhyImportant?WhoamI?WhenIjoinedtheadvertisingfield?WhyImportant?1timemaynotbeenough!!!HowmanytimesIshouldhitmytargetthisweek?Howmuchisenough?WhyImportant?Client:evaluateeffectivenessPlanner:definethesufficientweightleveltoachieveaneffectiveadvertisingcampaignBuyer:betteryardsticktooptimizedperformanceR&F

DifferentSchoolsofThoughtEffectiveFrequencyVS

RecencyHowtoEvaluatetheEffectivenessWhatisthevalueofrepeatedexposuretoanadmessage?Doesthe2ndor3rdhavethesameeffectasthe1st?Howabouttheexposuresbeyondthe3rd?Isthecurrentbudgetutilizedtoprovidemaximumresponsewithaminimumwaste?Traditionally,mediaplanswereevaluatedonthebasisofReach,Frequency,GRPsandCPMsSettingquantitativemeasurablemediaobjectivesIdentifytheroleoftheadvertisinganditsspecificobjectivesinquantifiabletermsIdentifythenumberofexposuresthatarenecessarytoconvinceeachtargetprospectIdentifythepercentageoftargetprospectsthathavetobeconvincedinordertoachievetheadvertisingobjectivesIdentifythetimeframewhicheffectivefrequencyobjectivehastobemetEffective

Frequency

(EF)WhyEffectiveFrequency“AverageFrequency”canbemisleadingAvg.Frequency3xPerson ScheduleA ScheduleB 1 2x 1x 2 3x 2x 3 3x 2x 4 4x 4x 5 3x 6xEffectiveFrequencyThenumberofexposuresyourtargetaudienceneedtoproduceanoptimumresponsefromouradvertisingwithinagivenperiodoftime1+3+4+2+EffectiveFrequencyAdvertisingRecognition-In1972,HerbertKrugman,psychologistandpublicopinionresearcher,definedthepsychologyofCommercialexposuresas:Firstexposure:“Curiosity”Whatisit?Secondexposure:“Recognition”Whatofit?Thirdexposure:“Decision”ThefirstreminderEffectiveFrequencyFollowedbythebookofMichaelNaplesin1979;“EffectiveFrequency:therelationshipbetweenfrequencyandadvertisingeffectiveness”The“3-hittheory”becomepopularEF(Range)ThetheoryisfurthermodifiedbyColinMcDonaldthereisaminimumadvertisingexposurelevelforaproduct,belowwhichthereisnoeffectontheadvertisinggoalthereisamaximumlevelabovewhichthereiseithernofurtherenhancementtotheadgoalMorefocusdeliverywillberesultedwithminimumwastageofresourcesEF(Range)BrandFactorsWellestablishedfocusofsalesVSNewproductEstablishedcampaignVSNewcampaignSimplemessageVSComplexmessageHighimpactcreativeVSLowimpactcreativeWithrecentsupportVSLowrecentsupportHighinterestcategoryVSLowinterestcategoryEF(Range)ConsumerFactorsReceptivetargetaudienceVSUnreceptiveaudienceReinforcingattitudesVSChangingattitudesReinforcingbehaviorVSChangingbehaviorLowcompetitiveactivityVSHighcompetitiveactivityLowmediaclutterVSHighmediaclutterEFEstimator

KeyConsiderationsEffectiveFrequency Low High12345WeightingScoreTotalscoreof:27.5(max)or5.5(min)

A. TheBrand 1. WellEstablished

NewProduct 2 102. EstablishedCampaign NewCampaign 0.5 2.53. Simplemessage Complexmessage 0.5 2.54. Highimpactcreative Lowimpactcreative 1 55. Recentsupport:High Recentsupport:low 1 56. Highinterestcategory Lowinterestcategory 0.5 2.5

EFEstimator

KeyConsiderationsEffectiveFrequency Low High12345WeightingScoreTotalScoreof:22.5(max)or4.5(min)GrandTotalScore:50(max)or10(min)

B. TheConsumer

7. Receptivetarget

Unreceptive 1 5 audience8. Reinforcingattitudes/ ChangingAttitudes/ 1 5 behaviors behaviors9. Lowcompetitive Highactivity 1.5 7.5 activity10. Lowmediaclutter Highmediaclutter 1 5EFEstimator

Example

A. TheBrand 1. WellEstablished

NewProduct 2 42. EstablishedCampaign NewCampaign 0.5 1.53. Simplemessage Complexmessage 0.5 1.54. Highimpactcreative Lowimpactcreative 1 25. Recentsupport:High Recentsupport:low 1 26. Highinterestcategory Lowinterestcategory 0.5 2

KeyConsiderationsEffectiveFrequency Low High12345WeightingScoreTotalscoreof:13EFEstimator

Example

A. TheConsumer

7. Receptivetarget

Unreceptive 1 2 audience8. Reinforcingattitudes/ ChangingAttitudes/ 1 3 behaviors behaviors9. Lowcompetitive Highactivity 1.5 6 activity10. Lowmediaclutter Highmediaclutter 1 4

KeyConsiderationsEffectiveFrequency Low High12345WeightingScoreAveragescoreof:15TotalScore:28Fora4-weekperiod,weassume…aneffectivefrequencyrangefrom

1-8and

therangeoffrequencyof2 timesmoreScoreRange StrikeRateRange10-14 1-315-19 2-420-24 3-525-29 4-630-34 5-735-39 6-840-44 7-945-50 8-10EffectiveReachThedefinition(%)ofthetargetaudiencewhohavehadtheopportunitytoseethecommercialattheEffectiveFrequencyEffectiveReachHowtoestablishByjudgment,experience,researchsupportHowmucheffectivereachcanbeaffordedwithinthebudget?Howmuchisneededtoachievethemarketinggoals?GeorgeB.Murraysuggested45%isthenormIntermofcostefficiencyWhatistherelationshipbetweencostandeffectivereach?Costefficiencyapproach

forn+effectivefrequencyCostperEffective3+ReachCostefficiencyapproach

forn+effectivefrequencyCostper1%Effective3+Reach(Rmb)100150200250300350400GRPs3+ReachCostEfficient

ZoneRecencyRecencyTheoryJohnPhilipJonesandErwinEphronEffectivefrequencyisprovidedbyONEsingleexposureRecencyTheoryFocusonpurchasetrigger,relevancy.WhenAdworks.PeopleusedtolookforinformationaboutproductstoshopLessweight,moreweeksWhenismoreimportantthanhowmanyRecencyTheory“Thereisawindowofadvertisingopportunityprecedingeachpurchase.Mediaplanning’sjobistoplacethemessageinthatwindow”“Ifyouwantyouradvertisingtobenefitsyourbrandsinthelongterm,demonstrateitsabilitytosellyourbrandsintheshort-term.”RecencyTheoryWhenabrandisunadvertised,itssaleswillsufferfromsuccessfulcompetitivecampaigns.TheonlywayinwhichabrandcanbeprotectedistobeontheairfairlycontinuouslyBetterthoughtas‘presence’RecencyTheoryPlanforreachnotfrequencyPlanforcontinuitynotburstsUseone-weeknot4-weekplanningmethodShopforlowestcost-per-reach-pointnotjustlowerCPMUsedispersion(lowratings)notconcentration(highratings)Aimtobuy50-70GRPsand1+35%perweekPlanbyR&FDeriveyourMediaObjectiveTodeliveraneffectivereachof55%ofallpeople14-49ataneffectivefrequencyof3+across4wksperiodNextQuestionHowmuchGRPsisrequiredtodelivertheaboveobjective?HowmuchitwillcosttobuytheaboveGRPs?Inwhatstationorprime/fringemixshouldIbuyforthisschedule?Optimization

inDailyLifeObjectivesforOptimizationAchievethesameEffectivereachwiththeminimalbudgetAchievethehighestEffectivereachwiththesameamountofmoney打怪兽游戏目的：以最小的花费打死至少80%的怪兽规章：1.现在有六只怪兽，它们的死穴会按不同的时间消灭在身体 不同的地方(见附表) 2. 怪兽被打中两次就会死亡 3. 要在不同时间攻击不同的地方会需要不同的子 弹，价钱亦会不一样(见附表) 4. 每颗子弹只可用一次，不行重复使用 5. 子弹可同时攻击六只怪兽怪兽死穴表头手脚早午晚头手脚早午晚头手脚早午晚头手脚早午晚头手脚早午晚头手脚早午晚怪兽A怪兽BXXXXXXXXXXXXXXXXXXX怪兽C怪兽D怪兽E怪兽FX子弹价格表(人民币)头手脚早午晚200604040050070390130250OptimalPerformanceapproach

foreffectivefrequencyrangeTimeFrameAcrosswhatperiodshouldwebelookingatachievingtherequiredeffectivefrequency?campaignobjectivesdecisionmakingprocesspurchasecyclecompetitiveactivitydesiredresponsetacticalconsiderationsseasonalityaffordabilityTimeFrameCampaignObjectiveThematic/Tactical(promotion)DecisionmakingprocessLongtermplanning/impulsebuyPurchasingcycleandusage(natureofproduct)WeeklyforBeer,MonthlyforFMCG,QuarterlyforDiamondEffectiveReach/FrequencyMeritsofplanningbyEffectiveReach/EffectiveFrequency……PlanningUnitAbletodeterminehowmuchmediaweightisrequiredtodeliverthedesiredlevelofconsumerresponseSpecificgoals,basedongiveneffectivefrequencylevelisprovidedtoevaluatemediaplanningeffectivenessinsteadoftheuseofaverageexposureestimationsMediaperformancecanbeoptimizedwithingivenbudgetEffectiveReach/FrequencyBuyingUnitTooptimizethemostcostefficientscheduletodeliverthepre-determinedeffectivereachandfrequencylevelAbetterguidelinetofollowasayardstickR&FOptimizationSomerulesofthumbforselectingtimeslotforaspotscheduleTARPs CPRP* Select RationaleHigh Low Buildreach&costefficientHigh High BuildreachbutnotcostefficientLow Low BuildFrequencyLow High X Notcostefficient,can’tbuild R&F*CPRP=Mediacost(Nett/Gross)/TARPsReach/FrequencyOptimizationSameScheduleinDifferentWeeksSamespotschedulesdeliverdifferentGRPslevelindifferentweeksEverybodyhasdifferentlifestyle/TVviewinghabiteveryweek,thereforeeachspotalthoughscheduledatthesameprogram,scoredifferentratingseveryweekSamespotschedulesachievedifferentR&FindifferentweeksReach/FrequencyOptimizationExample1:6spotsscheduleinSHTV/OTV

GRPs

Ave.Freq

1+Reach. 1stWeek(w/cNov20) 68 1.30 52%2ndWeek(w/cNov28) 60 1.33 45%Reach/FrequencyOptimizationSamespotscheduleondifferentstationmixwilldeliverdifferentR&FdistributionMulti-stationbuywillmaximizenetreachof1+or2+Singlestationbuywillmaximize3+oraboveSinglestationbuycanenhancehigheraveragefrequencythanmulti-stationbuyReach/FrequencyOptimizationExample2:6spotsscheduleindifferentstationbuy

GRPs Ave.Freq. 1+ 2+ 3+ 4+SHTVonly 47 1.50 32 10 3 2SHTV/OTV 52 1.30 52 15 1 1 Reach/FrequencyOptimizationSamebudgetspotschedulewithdifferentprime/fringeratiowilldeliverdifferentR&FdistributionCombinationofprime/fringebuywillmaximizebothnetreachandave.frequencythansoleprimetimebuyPrime/fringecombinationisalsomorecostefficient(intermofCPRP)thansoleprimetimebuyReach/FrequencyOptimizationExample3:RMB136,000budgetplaninaprimetimebuyandaprime/fringecombination

GRPs Ave.Freq. 1+ 2+ 3+ 4+ 5+Primeonly 68 1.3 52 15 1 1 0Prime/fringe 136 1.9 70 40 15 6 2(82/18splitinbudget,55/45splitinrating)Reach/FrequencyOptimizationOtherwaystooptimizeR&Fdelivery1spotperdayinSHTV(6days)maximizes1+2consecutivespotsperday(3days)maximizes2+3consecutivespotsperday(2days)maximizes3+6consecutivespotsaday(1day)maximizes4+andaboveandhavehighestave.frequencywithinalloftheaboveschedulesReach/FrequencyOptimizationExample4:Differentno.ofspotsperday

GRPs Ave.Freq. 1+ 2+ 3+ 4+ 5+1spot/day 45 1.4 33 9 2 1 12spots/day 43 1.6 27 11 2 1 13spots/day 48 1.6 29 11 4 2 16spots1day45 1.7 26 9 5 3 2TVOptimizationSoftwareSuper-Midas&X-pertContinuityFurthertothedeterminedplanningunits,howoftenshouldthisadvertisingweightberepeated?Forfixedbudget,thechoicescouldbe:Lowweight,moreweeksHighweight,lessweeksFactorstoconsiderSalesresponseSeasonalityCompetitivepresenceDecayfactorContinuityDecayFactortherateatwhichspontaneousbrandawarenessdeclinesafteradvertisingstopsRapidrate: newbrands highlycompetitive clutterenvironmentSlowrate: well-establishedbrand genericproduct highinterestlevelproductContinuityReachNewProductPromotionProductwithhighmarketturnoverFrequency/ContinuityProductaimsatmicromarketingMatureproductProductwithshortpurchasingcycleWithlimitedmediabudget,itisimpossibletomaximizethethreeofreach,frequencyandcontinuity.PriorityshouldbeconsideredaccordingtodifferentsituationOurPointofViewThereareNoAbsolutesinMediaPlanningSummaryMediaplannersdonotalwayshavetomakeanabsolutechoicebetweeneffectivefrequencyandrecency:theanswerisnotalwayshighfrequencyandbursts,noralwayslowweightandcontinuitySummaryRecencyisadisciplineofmediaplanning,justlikeeffectivefrequencyis-butjustonediscipline.Theyformpartoftheequation:theyarenotthefullsumintheirownrightRoleofmediaistoensurethattheSummarycommunicationisdistributedtoatargetaudienceeffectivelyandefficiently.

Whatweneedtodoistoapplythediscipline,considerothervariableslikeshareofvoice,campaignstage,etcusethecommonsenseandmakeyourownlogicaljudgement.Theeffectivelevelwillvarybycategory,brand,campaignandmarkets.SummaryMediaisascience.Mediaisanart.

Thank

You!如何选择媒体二零零二年二月如何推断媒介计划的质量最低廉的投放成本最有效的投放效果现有媒体分析主要媒体1.电视 2.报纸 3.杂志 4.户外5.电台 6.因特网7.电影院现有媒体分析媒体的地理性策略因素（一）产品地区进展策略品牌铺货状况及进展目标受众人口数量经济进展状况媒体的地理性策略因素（二）销售成长趋势品牌市场占有率与获利阅历品牌过去所累积的资产市场对传播的反应媒体投资效率媒体的基本概念收视率（Rating）-在一个节目中，看到过这个广告的人的百分比。（GRP）目标受众收视点（TARP）-目标受众中看到这个广告的人的百分比。（即目标受众的GRP）媒体的基本概念到达率（Reach）-在肯定的期间内（通常指的是4周），暴露于任何广告至少一次的非重复性人口比率。单位收视点成本（CPRP）-电视广告每GRP所需花费金额。千人收视成本（CPM）-每到达1000个人所花费的广告金额。到达率

例：1+到达率=第一次收视率+其次次收视率 -重复收视率spot1spot2媒体的基本概念接触频次（Frequency）-在肯定期间内，接触广告的对象消费者的接触次数。平均接触频次（AF）-接触广告的对象消费者中，平均每个人的接触次数。有效接触频次（EF）-对消费者达到广告知求目的所需要的广告露出频率平均频次接触广告的对象消费者中，平均每个人的接触次数。2x3x

平均频次=

总收视点/到达率例子请观察下附投放排期;目标受众:15–49岁人群

Example

TARPs Spot1 : 15 Spot2 : 20 Spot3 : 11 Spot4 : 30 Spot5 : 8 Spot6 : 26 110例子目标受众:15–49岁人群TotalTARPs = 110Reach(1+) = 64%Ave.Freq. = 1.7到达率和到达频次的曲线

目标受众:15–49岁人群Reach(%)GRPs1+2+3+为什么重要?对于客户:评估广告的投放效率

对于策划:测算出达到最佳广告投放效率所需的足够预算金额对于购买:便于精确测算以达到最优化的媒体购买行为如何选择媒体以提高品牌知名度为目的：高到达率广告的持续性以提高品牌认知度为目的：高的有效到达频率频次提高CPRP以实例介绍媒介工作可口可乐Vs.百事可乐在中国品牌背景：可口可乐形象为传统型，进入中国较早百事可乐形象为时尚型，进入中国较迟地域影响：从北至南市场占有率可口可乐由强至弱，而百事可乐由弱至强。由市场背景影响。可口可乐/百事可乐，在北京：8/2；在上海：5/5；在广州：2/8导致通路状况各异以实例介绍媒介工作可口可乐Vs.百事可乐在中国投放效果：在相应市场的弱势品牌必须保持的，有竞争力度的广告，才能维持现有市场，并有少量拓展如强势品牌以相同力度投放，市场将轻易收回必须策划和执行一些活动协作广告投放，效果才能显著投放策略：依据不同的品牌背景购买相应的媒体、节目在相应市场的弱势品牌必须掌握投放的提前量依据自身的市场现状合理调配投放，不要无谓的浪费资源LOREMIPSUMDOLORLOREMIPSUMDOLOR统一福记（青岛）食品有限公司上海分公司统一福记香铁蛋上海滩攻略市场分析行业分析竞争分析产品力分析SWOT分析消费者分析目标市场通路策略价格策略产品策略定位营销策略促销策略攻略构架营销目标执行方案行业分析上海蛋品市场主要有卤蛋、皮蛋、咸蛋、生鸡蛋等几大类产品，皮蛋、咸蛋、生鸡蛋主要用于做菜，而卤蛋为休闲食品。目前上海市场还没有铁蛋产品，但从铁蛋产品的特点、包装、口味、及功用来看，其主要竞争对手应是卤蛋，与皮蛋、咸蛋、生鸡蛋不会形成太大的竞争关系。行业分析目前卤蛋市场行业集中度不高，卤蛋生产企业普遍不具备核心竞争能力，行业进入壁垒较低，单位产品毛利率低；上海地区市场卤蛋市场容量约为5000万——1亿颗/年（估算）。竞争分析上海市场上的卤蛋产品基本上以乡吧佬做为产品的通用名；各品牌产品定位为居家,旅游,酬宾宴客,赠馈亲友的休闲食品或礼品。竞争分析各品牌产品以以卤鸡蛋为主，鹌鹑蛋极少，且没有去壳；鸡蛋以1粒装、3粒装为主，少数品牌产品有5粒装，6粒装的产品；各品牌产品口味、包装、广告语等多方面模仿现像严重，产品同质化，没有特色，处于较低层次的竞争；竞争分析卤蛋产品均处于较低的产品价位，产品附加价值低，一批市场批发价普遍是每粒4毛不到，二批市场批发价亦仅为5毛左右，各品牌走的是全面成本领先的营销策略，采取溥利多销的方式进行销售。竞争分析市场上的卤蛋产品基本上走的是传统通路，以代理或经销的方式进行运作，通路运作成本低，对通路控制能力弱；在各品牌中，只有乡阔佬、鲜八里进入了量贩店、便利店等现代通路。竞争分析卤蛋各品牌在上海地区无媒体广告，很少有促销活动，且促销手段主要是降价促销。广告宣传主要体现在产品包装上，广告诉求点集中在产品渊源，口味,营养价值高,方便,原料为优质新鲜的鸡蛋,卫生等方面。乡阔佬，千里香等品牌拥有自己的网站，在网站上有企业和产品的详细介绍和宣传。竞争分析乡阔佬在各竞争品牌中，在通路、产品等方面都较其它品牌有较大差异，香铁蛋在市场上主要的竞争对手将是乡阔佬。消费者分析上海菜属江浙菜系，因此，上海地区消费者比较喜欢吃口味比较清淡的食品，此外。上海人有喜吃甜食的偏好。从消费者行为特征和消费习惯分析，年青消费群或高收入消费群对新产品的接受能力能力更高，试用新产品的意愿更强。消费者分析20岁以下的消费群对产品甜度的接受程度高于其它年龄阶层的对产品甜度的接受度.消费者分析各年龄层的消费者对铁蛋口感的评价都较高,但低年龄层的消费群对铁蛋口感的评价明显高于高年年龄层的消费者,这表明产品是老少皆宜,但更适年青人.消费者分析年龄小的消费群对产品硬度的接受度较高,而年龄大消费群由于生理等原因,有着年龄越大,对产品软度要求越高的趋势.消费者分析便利店是各年龄层的消费群购买铁蛋最主要的场所,25岁以下年龄层消费者在杂货店购物比例相对较高,25岁以上年龄层在量贩店购买产品的比例相对较高。产品力分析消费者对铁蛋的口感反映很不错，认为很好的达77.97%,很好加一般高达99.53%。产品力分析消费者对铁蛋甜度接受程度较高,产品甜度是比较适宜的。产品力分析

认为产品咸度适中的被调者高达92.49%,表明产品的咸度也是比较适宜的.产品力分析消费者对产品的香度认同率较高,认为很香和差不多的被调查者高达98.59%。产品力分析铁蛋硬度能迎合87.32%的消费者的口味。产品力分析从统一福记香铁蛋口感，甜度，咸度，香味，软硬度等产品特性进行的消费者测试得到的结果来看，统一福记香铁蛋是一个有强大产品竞争力的优势产品。SWOT分析1、产品比较优势：香味：国内其它品牌产品不仅没有香味，而且腥味很大；硬度：硬度大，差异性明显；口感：口感特殊，区别于卤蛋品牌；包装：色泽明亮,能明显区别于其它品牌；保质期：保质期为12月，是卤蛋产品的两倍；卫生：铁蛋比卤蛋品更卫生，食用更方便；产品品类：产品品目丰富，不仅有鸡蛋类，还有鹌鹑蛋类产品；优势：SWOT分析2、技术优势铁蛋在上海市场是个新的产品，有独特的制造工艺，竞争者不易模仿；3、生产制造优势：统一福记香铁蛋拥有先进的生产设备和制作工艺；4、管理优势：统一福记拥有比国内企业先进的管理思想和经营运作经验；优势：SWOT分析5、资金优势：6、国际品牌优势：福记香铁蛋在台港澳及国外市场拥有较大的市场，进入大陆可充分利用其国际品牌的背景。7、协同优势：统一福记可充分利用统一公司成熟的营销网络资源，信息资源，行销资源，并可利用统一公司丰富的产品线进行捆绑营销组合，达到利用统一公司资源形成协同优势的目的。优势：SWOT分析8、推广优势统一福记产品在上市时将根据不同通路特点运用不同的产品展示陈列器具，并开展形式多样的推广活动。优势：SWOT分析1、产品比较劣势；包装规格：没有一粒装产品，目前市场上1粒装产品为主销产品；品牌劣势：乡吧佬已有很高的知名度，产品在消费者心目中已有一定的美誉度和忠诚度，而福记香铁蛋在上海市场的知名度、美誉度、消费者忠诚度都几乎为零；产品线劣势：很多卤蛋产品产品线已延伸到鸡腿、鸡翅等肉类产品，而统一福记只有蛋类产品。劣势：SWOT分析2、价格劣势：目前产品价格定位大大高于竞争产品，竞争产品的低价策略会使消费者对同类产品形成一个较低心理价格预期，从而影响铁蛋的销售。3、通路劣势：铁蛋产品目前拥有的营销网络资源为0，缺少有经验的业务人员。劣势：SWOT分析1、铁蛋开创了上海蛋品市场一个新的蛋品品类，从一开始，我们就是行业第一，且具有核心技术，竞争对手不易模仿；2、上海仅卤蛋一年市场容量就接近1亿粒，市场容量大，市场吸引力大；3、目前卤蛋市场处于低水平的同质化竞争，存在以差异化占领中高端蛋品市场较大的市场空间；4、蛋品市场无领导品牌，市场集中度低，市场进入壁垒低。机会：SWOT分析1、卤蛋产品的低价冲击；2、消费者对蛋品价格预期较低，高价蛋品被消费者接受需要较长的时间过程；3、现代通路的激烈竞争和高额的进场及促销费用影响产品在现代通路中的铺货进程；4、炎热的天气会影响蛋品的整体销量，而影响到铁蛋上市的计划的实施。威胁：目标市场35岁以下消费者旅游景点、车站、码头学校商业区中高档住宅区定位香，硬产品利益点定位产品属性消费者利益点休闲食品营养方便产品功能定位味道香美口感独特产品情感定位能带来福气的产品产品定位定位品牌定位品牌定位蛋的专家定位品牌个性统一福记蛋的专家福气国际品牌中高档的年青的时尚的诚信的营销目标三年内在上海蛋品市场达成以下目标