雪津啤酒2009年媒介策略建議案.ppt

雪津啤酒2009年廣告媒介策略案 sedrin y09 media strategy proposal,目錄 index,目錄index,消費者洞察 consumer insight 啤酒消費習(xí)慣分析 beer consumption habits 重點市場走訪發(fā)現(xiàn) key markets findings 消費者媒介接觸習(xí)慣和消費心理研究 target media consumption habit and consumption psychology analysis,啤酒消費總體情況 beer consumption,江西省和福建省啤酒的消費滲透率高于全國平均水平。 rate of penetration in jx and fj are higher than average,data source:cmms2008 spring (2007.1-2007.12),浙江省和湖南省的啤酒消費還有很大潛力。 zj and hn province are quite potential markets,從全國市場情況來看，雪花和青島啤酒在全國市場的滲透率最高 snow and tsingtao share the highest rate of penetration,%,data source:cmms2008 spring (2007.1-2007.12),啤酒消費總體情況 beer consumption,五省啤酒行業(yè)集中度 beer cr4 in 5 provinces,湖南地區(qū)啤酒品類集中度最高，cr4達(dá)到了5省最高的78.6，主要消費的品牌是白沙啤酒和青島啤酒 baisha and tsingtao are the main brands in hn market which has the highest cr4 of 78.6 浙江和江蘇市場競爭更為激烈，cr4分別為38.9和54.8，各大品牌均有很大機(jī)會 with cr4 of 38.9 and 54.8, competition in zj and js are fierce,data source:cmms2008 spring (2007.1-2007.12),啤酒消費習(xí)慣-寧波 beer consumption habits in ningbo,kk,28.6%,9.7%,31.4%,snow,tsingtao,kk,23.7%,23.1%,41%,kk啤酒在寧波擁有非常明顯的優(yōu)勢 kk has an obvious advantage in ningbo 最主要的威脅來自雪花啤酒 snow is the main competitor,data source:cmms2008 spring (2007.1-2007.12),m25-35,啤酒消費習(xí)慣-南昌 beer consumption habits in nanchang,南昌啤酒在本地?fù)碛薪^對的優(yōu)勢 nanchang leads the market 最主要的威脅來自雪津啤酒 sedrin is its main competitor,nanchang,27.7%,21.6%,53.6%,sedrin,blue label,tsingtao,27.4%,25.4%,79.2%,data source:cmms2008 spring (2007.1-2007.12),m25-35,啤酒消費習(xí)慣-福州 beer consumption habits in fuzhou,tsingtao,16.5%,16.3%,80%,tsingtao,snow,34.3%,5.3%,43.1%,m25-35,雪津啤酒在本地占有絕對的優(yōu)勢 sedrin is the no. 1 brand in fz 最主要的威脅來自? tsingtao and huiquan is main competitor,data source:cmms2008 spring (2007.1-2007.12),啤酒消費習(xí)慣-南京 beer consumption habits in nanjing,m25-35,金陵啤酒在本地占有絕對的優(yōu)勢 jinling leads the local market 最主要的威脅來自雪花啤酒 snow is the major competitor,data source:cmms2008 spring (2007.1-2007.12),啤酒消費習(xí)慣-長沙 beer consumption habits in changsha,m25-35,白沙啤酒在本地占有絕對的優(yōu)勢 baisha is the dominate brand in changsha 最主要的威脅來自青島啤酒 tsingtao follows it,data source:cmms2008 spring (2007.1-2007.12),消費者洞察 consumer insight 啤酒消費習(xí)慣分析 beer consumption habits 重點市場走訪發(fā)現(xiàn) key markets findings 江西省jx 福建省fj 消費者媒介接觸習(xí)慣和消費心理研究 target media consumption habit and consumption psychology analysis,江西省市調(diào)研發(fā)現(xiàn) jx market research,調(diào)研時間：8月11日晚上，8月12日上午 time: aug 11 evening, aug 12 morning 調(diào)研范圍 ：酒吧，超市，大排檔，一般餐廳，路邊小餐廳，高級餐廳 objectives: bars, supermarkets, da pai dang, high and medium-end restaurant 訪問對象：25-35歲范圍內(nèi)的男性消費者。 interviewee: m 25-35,廣告創(chuàng)意是目標(biāo)人群喜歡南昌啤酒的原因之一 target consumers are attracted to the ad creation,沸城酒吧是本地去的人比較多的酒吧，賣的啤酒是喜力和虎牌 feicheng bar is the most popular local bar. only heineken and tiger are available there,本地較大的超市“洪客隆”沒有看見雪津啤酒的鋪貨 no goods distribution in hong kelong the big local supermarket,當(dāng)?shù)厝艘话阆矚g喝南昌8度的啤酒 5元-6元/瓶（餐廳價） nanchang 8 degree ( 5-6yuan/bottle in restaurant) is the normal choice there,路邊的小餐廳被南昌啤酒做店招的非常多,眾多南昌本地餐飲店購買不到雪津啤酒 sedrin is nowhere to be found in those local restaurants,在縣城雪津啤酒的鋪貨優(yōu)于市區(qū) the distribution is better in counties than that of in cities,鷹潭市路邊小零售店、小餐廳門口堆雪津啤酒包裝箱的較多。 sedrin packages are piling up at doors of grocerys and small restaurants,鷹潭市，雪津啤酒和南昌啤酒呈互相包圍的態(tài)勢 actuality of yingtan,福建省市調(diào)研發(fā)現(xiàn) fj market research,調(diào)研時間：8月11日晚上，8月12日上午 time: aug 11 evening, aug 12 morning 調(diào)研范圍：福州、廈門、泉州、漳州 scope: fuzhou, xiamen, quanzhou, zhangzhou 調(diào)研范圍 ：酒吧，超市，大排檔，一般餐廳，路邊小餐廳，高級餐廳 objectives: bars, supermarkets, da pai dang, small and high-end restaurants 訪問對象：25-35歲范圍內(nèi)的男性消費者。 interviewee: m 25-35,福州： 雪津vs青啤 fuzhou : sedrin vs. tsingtao,福州年啤酒消耗量約占全省市場的五分之一。福州市的熱銷品，在全省范圍內(nèi)具有“消費領(lǐng)袖”作用，搶占福建就必須攻下福州。 fuzhou has the 1/5 annual beer consumption of fj. fuzhou is the consumption sample of the whole province 福州市場雪津優(yōu)勢十分明顯，與雪津拼搶最為激烈的是青島啤酒。 tsingtao is currently the key competitor of sedrin in fuzhou 在福州縣級市場發(fā)現(xiàn)青島大量鋪貨的蹤影 tsingtao has a wide market share in counties of fuzhou,泉州： 雪津與青島，燕京和雪花 quanzhou: sedrin vs. tsingtao, yanjing vs. snow,泉州是惠泉的大本營。雪花收購了清源啤酒 。但在當(dāng)?shù)乇憩F(xiàn)一般 huiquan is the no. 1 brand in quanzhou in y07. snow has purchased qingyuan but doesnt perform well 基本上在城區(qū)以雪津為主，但縣市青島利用一些促銷活動開始大力滲透 sedrin is the major brand in urban area while tsingtao is penetrate the counties through promoting,廈門： 競爭激烈 xiamen: fierce competition,在廈門市場，無論是在廣告、促銷還是終端銷售上，隨處可見雪津的身影 sedrin is available both in ad ,promotion and sale terminals in xiamen 同時廈門是青啤大白鯊的大本營 xiamen is home to da baisha,漳州： 青啤較為強(qiáng)勢。 zhangzhou: tsingtao performs well,漳州下轄八縣一市二區(qū)。 zhangzhou has 8 counties, 1 city and 2 districts 青島啤酒并購了原漳州啤酒廠，形成了以“大白鯊”為主導(dǎo)，“五星啤酒”為輔的產(chǎn)品結(jié)構(gòu)。 tsingtao has merged the former zhangzhou beer industry,消費者洞察 consumer insight 啤酒消費習(xí)慣分析 beer consumption habits 重點市場走訪發(fā)現(xiàn) key markets findings 消費者媒介接觸習(xí)慣和消費心理研究 target media consumption habit and consumption psychology analysis,目標(biāo)消費者媒介接觸習(xí)慣分析 media consumption habit,電視、公交車體、候車亭、本地日報是啤酒消費者和雪津的目標(biāo)消費者接觸最多的媒體 tv, bus body, bus shelter and local np have strong influence to our target 25至35歲男性有55.3%的人都會每天使用互聯(lián)網(wǎng) 55.3% of our target use internet everyday,目標(biāo)消費者看電視一般花費2-4小時 watch tv 2-4 hrs per day,周一至周五看電視2-4小時有63.5% 63.5% of our target watch tv for 2-4 hrs per day from mon to fri 周六、日看電視相對平進(jìn)更長一些，有71.5%的人會看2-5小時。 71.5% of our target spend 2-5 hrs watching tv on weekends 啤酒飲用者相對25-35歲男性看電視時間更長。 beer drinkers spend even longer time watching tv,data source:cmms2008 spring (2007.1-2007.12),看電視、閱讀、上網(wǎng)是目標(biāo)消費者平時放松休閑時經(jīng)常做的事 watching tv, reading and internet surfing,data source:cmms2008 spring (2007.1-2007.12),目標(biāo)消費者喜歡收看的電視節(jié)目研究 popular tv programs among target consumer,啤酒消費者和25-35歲男性喜歡收看國內(nèi)新聞，國際新聞，娛樂秀，體育運動，國產(chǎn)/香港/臺灣電視劇，天氣預(yù)報節(jié)目。 beer consumers and m 25-35 like domestic & international news, entertainment, sports, domestic/hongkong/taiwan series and weather report,散步，騎自行車，打藍(lán)球、跑步是目標(biāo)消費者經(jīng)常做的體育運動 walking, biking, basketball and jogging,data source:cmms2008 spring (2007.1-2007.12),60%以上的消費者喜歡現(xiàn)代流行音樂和網(wǎng)絡(luò)游戲 more than 60% of our target are fond of pop music and online games,data source:cmms2008 spring (2007.1-2007.12),目標(biāo)消費者內(nèi)心洞察 life concept,重視家庭、積極上進(jìn)，效率、看重事業(yè)，是他們內(nèi)心追求的目標(biāo)。 key words: family, positive講究, effective, career.,data source:cmms2008 spring (2007.1-2007.12),目標(biāo)消費者小結(jié) target consumer understanding,2,3,1,男性25-35歲 male：25-35 較高的學(xué)歷 high education level 白領(lǐng)階層 more white collar 大多數(shù)尚為結(jié)婚 bachelordom 中等收入 middling income,key words：,innovative,ambition,real,tv/outdoor/internet,sport/music/game,喜歡嘗試新事務(wù) adventurous and curious 重視家庭和親人 love family 希望得到家人的認(rèn)同 support from family 重視朋友之間的友誼 cherish friendship 希望成為同年人中的佼佼者，得到別人的尊重 want to be outstanding and be respected 努力向上，事業(yè)上希望獲得成功 positive, longing for successful career 希望能有更多真心交往的朋友 want to make more real friends,最常接觸的媒體是電視和戶外 mostly contact tv and ooh medias 喜歡上網(wǎng)獲取信息 get info from internet 喜歡散步、騎自行車、籃球、羽毛球等體育運動 like walking, biking, basketball, badminton, etc. 熱衷于現(xiàn)代音樂和網(wǎng)絡(luò)游戲 fond of pop music and online games,小結(jié) summary,南昌：僵持市場 nc: deadlock 南昌啤酒在南昌擁有非常巨大的市場優(yōu)勢 nanchang beer has an absolute advantage in nanchang 雪津啤酒一直未能真正占領(lǐng)南昌市場，同時亦面臨青島等品牌的挑戰(zhàn),市場market,問題problems,雪津-江西sedrin-jx,面對雪津的廣告，南昌采取積極跟進(jìn)并且猛烈打擊的廣告策略 nanchang beer performs against sedrin positively 雪津的品牌理念無法讓消費者深入理解和認(rèn)同 consumers couldnt get in-depth insights of sedrins brand concept 鋪貨較好的地方集中在二線城市或縣城 2nd level cities or counties have a better goods distribution,瞄準(zhǔn)縣城和二線城市進(jìn)行集中轟炸，媒介上將采用對二三級城市覆蓋較好的省臺 mighty delivery in counties and 2nd level cities thus we will choose ptv 多級媒體運用，reach3+最大化 multimedia choosing. maximize reach 3+ 運用30秒廣告讓消費者理解品牌文化 widely use 30sec duration delivery 選擇獨占性媒體，讓競品無法復(fù)制 choose exclusive medias to avoid competitors copy,廣告策略strategy,sedrin hasnt dominate the market yet while facing the competitors like tsingtao,小結(jié) summary,雪津-福sedrin-fj,市場market,問題problems,廣告策略strategy,福建：成熟市場 fj: mature market 雪津擁有非常好的市場基礎(chǔ)，品牌忠誠度非常高，09年主要任務(wù)：抵制競爭對手進(jìn)攻 sedrin performs well both on marketing and loyalty. to resist competitors in y09 廈門和漳州市場，青島擁有不錯的影響力 tsingtao is quite influential in xm and zz 泉州為惠泉和燕京的大本營huiquan and yanjing share the quanzhou market,青島從縣城以及一些二線城市入手開始逐步滲透我們的市場 tsingtao penetrates our markets from counties and 2nd level cities,針對青島的滲透媒介上采用針對性的投放策略，青島投哪，我們就投哪，以壓倒性的優(yōu)勢抵御他們的進(jìn)攻 pointed strategy to compete with tsingtao 線上線下多級媒體運用，核心指標(biāo)為reach3+ take btl activities as complementary with a core index of reach 3+ 選擇一些創(chuàng)新性的資源，加深消費者品牌印象 try to impress consumers with creative buying,小結(jié) summary,雪津-浙江sedrin-zj,市場market,問題problems,廣告策略strategy,07年四季度雪津開始正式進(jìn)入寧波市場，但目前為止市場知名度和忠誠度均不高 sedrin has launched in ningbo since q4 y07 but still not yet make it 如何進(jìn)入浙北市場 how to strake in the north area of zj?,浙江：新市場 zj: new market 品牌眾多，競爭激烈，群雄割據(jù) many brands. fierce competition 寧波市場認(rèn)知度和忠誠度最高的還是kk啤酒 kk has the highest consideration and loyalty in ningbo 雪花啤酒目前對寧波市場展開了大規(guī)模的推廣工作 snow launched a large-scale promotion in ningbo 開拓浙北市場 to explore the north area of zj,利用廣告轟炸，保證sov排名第一 to ensure top 1 sov 以reach3+為核心參考指標(biāo)，做到reach3+最大化，迅速提高品牌知名度 maximize reach 3+ level 充分利用省臺覆蓋浙北市場，同時在鋪貨較好的市場采用市臺補(bǔ)充投放 to cover the north area with ptv while take ltv complementary in areas with good product distribution,根據(jù)目標(biāo)消費者習(xí)慣制定多媒體傳播策略 to create multimedia strategy according to target habits,廣泛快速的溝通 immediate communication,啤酒知識的溝通 beer knowledge communication,大范圍的提示 overall suggestion,互動的溝通 interaction,心靈的溝通 psychic communication,目錄index,全國性媒體是否要投放？,use national or not?,adnetwork幫助我們優(yōu)化多層級媒體組合 adnetwork helps us with optimizing multimedia mix,根據(jù)雪津啤酒的目標(biāo)市場和目標(biāo)grps，adnetwork將全國超過3000個電視頻道可以購買到的廣告插口（無論散播還是套播）根據(jù)cpm原則進(jìn)行上百萬次的優(yōu)化組合，最后推薦最優(yōu)化的結(jié)果供客戶選擇。 according to sedrins target market and target grps, adnetwork will work out hundred millions optimized combinations of all the available ad breaks (package or not) from more than 3000 tv channels and suggest the most optimized ones,adnetwork優(yōu)化結(jié)果 adnetwork optimized,我們根據(jù)需要覆蓋的目標(biāo)市場進(jìn)行優(yōu)化組合，從投入產(chǎn)出比來看，全國性媒體并不建議投放。 national tv seems not worthwhile according to an input-output ratio,是否放棄？,data source:adnetwork2008,give up ?,把生意做到全國，我們共同的目標(biāo)！ make the business nationwide is our goal,投放cctv的3個理由： 3 reasons for choosing cctv 1.雪津啤酒的目標(biāo)是全國性品牌 make sedrin a nationwide brand 2.幫助全國經(jīng)銷商認(rèn)識雪津啤酒，為未來進(jìn)入市場做好基礎(chǔ) to increase the baw among distributors for future marketing 3.培養(yǎng)全國消費者對雪津品牌內(nèi)涵的認(rèn)知,提升品牌形象 advertise the brand concept nationwide,cctv投放策略 cctv strategy,策略明確，以拉升品牌形象，為將來市場打基礎(chǔ)為目的，因此不會大規(guī)模投放 precise strategy to increase brand image for future marketing thus no large scale advertising 從投入產(chǎn)出比角度考慮，選擇相對性價比較高的欄目 to choose programs with relatively higher price ratio 瞄準(zhǔn)核心消費人群，選擇與用戶切合度最高的平臺 target at core consumers, to choose medias of high contact degree,三大原則3 major principles,cctv-5,cctv-5推薦-nba季后賽 recommendation,項目形式：跟蹤熱點賽事 pattern: popular games tracking 執(zhí)行周期：4月-6月 campaign period: apr-june 廣告形式:,折扣：7折 discount:30%off,（注：09年需根據(jù)實際操作情況進(jìn)行調(diào)整）,09年福建省媒介投放策略 y09 fj media strategy,福建省啤酒品牌sos占比 sos in fj,07年 10106萬 15個品牌,08年上半年 5252萬 8個品牌,y2008 q1&q2sos,y2007 sos,惠泉進(jìn)入08年以來sos份額銳減，而青島在福建市場的企圖逐步增強(qiáng)，08年sos僅次于雪津，達(dá)到了39% sos of huiquan has been decreasing since y08 while tsingtao is developing fast in fj with a sos of 39% just follows sedrin,data source：ctr 2007.1-2008.6 media：all,福建省啤酒品牌sov占比 sov in fj,data source：csm 2007.1-2008.6 media：tv,從各區(qū)來看，青島在各區(qū)的表現(xiàn)均十分搶眼，在sov上處于絕對的優(yōu)勢 tsingtao performs excellent in each markets and has an obvious advantage on sov,對手分析青島投放模式觀察 competitive analysis-tsingtao,高峰期 3+reach 59.6% 維持期 1+reach 47.2%,高峰期 3+reach 59.1% 維持期 1+reach 45.8%,key market：fz,青島主要以省臺覆蓋投放為主，在省臺特別弱的市場采用市臺進(jìn)行補(bǔ)充 mainly use ptv and take ltv as complementation,y07,y08,y07,y08,data source：csm 2007.1-2008.6 media：tv,對手分析惠泉投放模式觀察 competitive analysis-huiquan,rmb000,高峰期 3+reach 52.9% 維持期 1+reach 73.3%,高峰期 3+reach 36.6% 維持期 1+reach 53.4%,惠泉主要集中在泉州以及生態(tài)進(jìn)行投放，08年開始大舉投放廈門市臺 mainly deliver in quanzhou and on ptv, mighty use ltv since y08,key market：qz,y07,y08,y07,y08,data source：csm 2007.1-2008.6 media：tv,雪津2009年福建媒介目標(biāo)設(shè)定 sedrin y09 media target - fj,雪津:省臺的選擇依據(jù),主要參考cprp以及到達(dá)率,根據(jù)我們數(shù)據(jù)庫顯示省市臺配比在6：4的時候所獲得的到達(dá)率最高 sedrin: our data shows that a ptv & ltv ratio of 6:4 will provide us the highest reach level,省市臺策略: ptv & ltv strategy,福州fuzhou,抵御競品進(jìn)攻 resist competitors,09年任務(wù)task：,泉州、廈門、漳州 quanzhou, xiamen, zhangzhou,搶占惠泉、青島市場份額 compete for huiquan and tsingtaos market share,data source：csm 2007.1-2008.6 media：tv,雪津09年福建行程策略&m表 sedrin y09 mater plan -fj,全年以中長版本的投放為主,年初設(shè)定一波短頻快的投放,迎合春節(jié)的消費高峰, mainly use the medium-long duration while a period of short duration at a high frequency to cater the spring festival 4或5月開始上30秒版本廣告,這個時間段各大品牌尚未大規(guī)模啟動廣告計劃,利用這個間隙,用長版本廣告加深消費者對雪津品牌內(nèi)涵的理解 start the 30sec duration from apr or may. 6月開始廣告戰(zhàn),利用較高的grps保證足夠的聲音份額 ads competition starts from june. to ensure sov with relatively high gprs,青島和惠泉在當(dāng)?shù)囟加熊浶院献鞣桨浮Ｗ鳛辇堫^老大，我們在軟性合作方面更應(yīng)該給與對手更大的打擊和擴(kuò)大消費者品牌影響。 both tsingtao and huiquan have pip plans. we should make our pip plans more powerful to compete with them,非常規(guī)廣告省臺新聞欄目合作 creative buying-ptv news programs,青島啤酒歡動2100新晚報,惠泉看東岸,雪津推薦軟性合作（參考） 占領(lǐng)標(biāo)志性欄目，體現(xiàn)龍頭老大地位。,軟性回報內(nèi)容：廣告與節(jié)目間過渡片花、節(jié)目片尾冠名信息壓字幕、主持人口播冠名企業(yè)信息、下節(jié)內(nèi)容提示角標(biāo)、轉(zhuǎn)場版、主持人桌牌,冠名回報模擬冠名標(biāo)版 program sponsorship simulation-board,冠名標(biāo)版次序order,片頭 starting scene,5秒冠名標(biāo)版 5sec sponsorship board,15秒廣告 15sec duration ad,節(jié)目內(nèi)容 program,冠名回報模擬片花 program sponsorship simulation-video clips,冠名回報模擬片尾字幕 program sponsorship simulation-ending subtitle,冠名回報模擬主持人口播 program sponsorship simulation-anchorperson broadcasting,歡迎您回到張裕新聞追追追 welcome back to changyu news,廣告轉(zhuǎn)場版模擬 ad transforming board simulation,說明： 轉(zhuǎn)場版位于欄目廣告段結(jié)束后回到節(jié)目時過渡位置，企業(yè)信息約占屏幕1/3，時長5秒。 notes: after the inserted ads, right before back to the program. brand info shares 1/3 of the screen and lasts for 5 seconds,下節(jié)關(guān)注模擬 program forecasting,說明： 角標(biāo)約占約1/20屏幕大小，時長約10秒。 notes: the corner-tag shares 1/20 of the screen and lasts for 10 seconds,桌牌模擬 desk board simulation,桌牌廣告是指在新聞節(jié)目播放期間，在主持臺上一側(cè)放置一立牌，上掛企業(yè)logo或產(chǎn)品名稱的特殊廣告形式。 an ad board on the desk by the anchorperson. 桌牌廣告出現(xiàn)在節(jié)目播放過程中，跟隨主持人播報出現(xiàn)，連續(xù)滾動播出、次數(shù)多、時間長 ，傳播性價比高。 attach to the program with high frequency, long duration and profitable ppr. 桌牌廣告隨節(jié)目播出，節(jié)目收視率等于廣告收視率，到達(dá)率高 。 desk ad board shares the ratings of the program with high reach level. 觀眾在收看節(jié)目的同時能收看到商品廣告，關(guān)注力高，更容易產(chǎn)生品牌嫁接 。high contact degree to achieve brands grafting 柔性廣告形式，觀眾抵觸力小，尤其適合成熟品牌進(jìn)一步鍛造品牌價值感。placement pattern is good for consolidating developed brands image.,09年浙江省媒介投放策略 y09 zj media strategy,浙江省啤酒品牌花費占比 sos in zj,08年1-6月 10824萬 26個品牌,07年 22599萬 28個品牌,眾多品牌割據(jù)，市場競爭異常激烈，但目前不存在真正意義上的省級品牌 fierce competition of many brands yet no real provincial one. 競品中以燕京和雪花啤酒對浙江的滲透最為厲害 yanjing nd snow have relatively higher rate of penetration,y2007 sos 28 brands,y2008 jan-jun sos 26brands,data source：ctr 2007.1-2008.6 media：all,主要市場前三品牌sov占比 sov of top 3 brands in key markets,寧波市場目前競品尚未開始真正的廣告進(jìn)攻，kk和雪津擁有明顯的優(yōu)勢 kk and sedrin have obvious advantages 浙北地區(qū)，雪花啤酒優(yōu)勢最為明顯，其次為燕京啤酒 snow performs excellent in the north part of zj, follows with yanjing,data source：csm 2007.1-2008.6 media：tv,對手分析雪花投放模式觀察 competitive analysis-snow,雪花啤酒采用省市臺結(jié)合，多級媒體覆蓋的策略 snow uses ptv & ltv,y07,y08,y07,y08,data source：csm 2007.1-2008.6 media：tv,對手分析燕京投放模式觀察 competitive analysis-yanjing,grp,高峰期 3+reach 30% 維持期 1+reach 40%,key market :hz,高峰期 3+reach 45% 維持期 1+reach 2040%,燕京啤酒主要利用浙江省臺進(jìn)行投放 ptv is the major choice of yanjing,y07,y08,y07,y08,data source：csm 2007.1-2008.6 media：tv,雪津2009年浙江媒介目標(biāo)設(shè)定 y09 sedrin media target in zj,雪津:09年的重要戰(zhàn)略城市為寧波，其次為開始影響浙北地區(qū)，因此省臺僅會選擇將考慮對紹興和舟山地區(qū)到達(dá)率有較大幫助的頻道進(jìn)行投放 ningbo is the key market for serin in y09, follows with the north area of zj.,省市臺策略 ptv & ltv strategy：,09年任務(wù) task：,新市場 強(qiáng)勢進(jìn)攻 new market adverting bombing,data source：csm 2007.1-2008.6 media：tv,雪津09年浙江行程策略&m表 y09 sedrin master plan in zj,寧波地區(qū)在1-2月年前為迎合春節(jié)消費高峰主打一波短頻快的新年廣告，4月開始運用中長版本進(jìn)行廣告投放，6-8月形成投放高峰 a period of short duration high frequency delivery in jan-feb. starts to use medium-long duration from apr, make june-aug peak seasons,非常規(guī)廣告欄目冠名 creative buyingsponsor,浙寧波文化娛樂頻道阿拉講大道是地方特色新聞欄目 a la jiang da dao on nbtv-3 is also a popular local news program,預(yù)算談判價格：100萬/年 budget: 1,000,000/year,1、冠名標(biāo)版+贈播廣告：欄目片頭前5秒標(biāo)版+15秒冠名廣告（倒一位置）；標(biāo)版配音：“*阿拉講大道由*”冠名播出+企業(yè)廣告語。 sponsorship board + bonus ad: 5sec board at the beginning + 15sec sponsorship ad (last one before the program) , dubbed board “ a la jiang da dao is sponsored by + brand slogan ” 2、在阿拉講大道的電視節(jié)目預(yù)告中出現(xiàn)“*阿拉講大道”字樣。 “ a la jiang da dao ” subtitle in the program advance noticing 3、在節(jié)目中可出現(xiàn)“*阿拉講大道”的角標(biāo)（出現(xiàn)時長按廣電局規(guī)定執(zhí)行）。 “ a la jiang da dao ”corner-tag (duration according to the regulation of broadcasting and tv bureau) 4、主持人口播時，可出現(xiàn)“*阿拉講大道”。 with “ a la jiang da dao ” in the anchorpersons lines 5、片尾鳴謝字幕中出現(xiàn)冠名單位的名稱。 sponsor enterprises name show up at the ending subtitle 6、在寧波電視臺的對外宣傳資料中，凡涉及到宣傳本欄目時，均在顯著地方注明“*阿拉講大道” mark “ a la jiang da dao ” on all the advertising files of nbtv when it comes to this program 7、節(jié)目背景板 background board,09年江西省媒介投放策略 y09 jx media strategy,江西省啤酒品牌sos占比 sos in jx,07年 4375萬 11個品牌,08年上半年 2870萬 6個品牌,y2008 q1&q2sos,y2007 sos,江西地區(qū)的競爭主要集中于雪津和南昌啤酒兩個品牌之間，08年兩者的sos分別為47%和39% with sos of 47% and 39% in y08, sedrin and nanchang share the jx market,data source：ctr 2007.1-2008.6 media：all,江西省啤酒品牌sov占比 sov in jx,南昌地區(qū)的頭號競爭對手為南昌啤酒，在二線城市青島在媒介聲音上亦占有比較大的份額 nanchang beer is our major competitor in nanchang city. tsingtao has a relatively high sov in 2nd tier cities.,data source：csm 2007.1-2008.6 media：tv,對手分析南昌啤酒投放模式觀察 competitive analysis-nanchang,rmb000,grp,高峰期 3+reach 60% 維持期 1+reach 30%,高峰期 3+reach 70% 維持期 1+reach 55%,y07,y08,y07,y08,南昌啤酒采用了南昌市臺和江西省臺相結(jié)合的投放策略 nanchang beer used ltv & jx ptv,data source：csm 2007.1-2008.6 media：tv,對手分析青島啤酒投放模式觀察 competitive analysis-tsingtao,rmb000,grp,高峰期 3+reach 77% 維持期 1+reach 30%,高峰期 3+reach 85% 維持期 1+reach 40%,y07,y08,y07,y08,青島啤酒在08年之前一直依靠全國級媒體覆蓋江西市場，08年開始增加了對江西省臺的投放 before y08 tsingtao covers jx market with national medias. it starts to use jx ptv since y08,data source：csm 2007.1-2008.6 media：tv,雪津2009年江西媒介目標(biāo)設(shè)定 sedrin y09 media target - fj,省市臺策略: ptv & ltv strategy,09年任務(wù)task：,關(guān)注二三級城市，農(nóng)村包圍城市 focus on 2nd and 3rd tier cities,雪津:南昌地區(qū)全部采用在二三級城市覆蓋較好的江西省臺進(jìn)行投放，二三級市場不足部分用當(dāng)?shù)厥信_進(jìn)行補(bǔ)充 sedrin: for nanchang market, choose ptv which covers 2nd and 3rd tier cities well and take ltvs as complementation,雪津09年江西行程策略&m表 s