dql--達能媒介提案(英文版)

1、Danone Tiger 2001Media RecommendationMedia ObjectiveKey challenges for TUCTotal Savory segment dropping, while TUC still facing high competition from Pacific Soda, Danone Hi-Ca Soda and KSF 3+2More and more mass market brands enhance the competition by low pricing strategy (XXX?)Media ObjectiveLaunc

2、h new TVC to build up the new “essentiality brand image.Build leadership position in biscuits category in eastern regionExpand to new market in northern, southern and western region to speed up building brand awarenessPlanning ConsiderationsTarget AudienceFemale adults aged 30+Creative Format30 & 15

3、New TVC Re-positioning TUC within essentiality platformTarget MarketShanghai / Nanjing / Yangzhou / Ningbo / Suzhou / Wuxi / Changzhou / / Zhengjiang/ Hangzhou / Huzhou /Jiaxing / Xian / Nantong / WuhanBudget12,000,000RMB (Net)Media StrategyExplore better media channel, media weight to deliver our m

4、edia objective by considering -Target audience medium consumption habitCost efficiencyCompetitive indicationConsumer consumption momentUnderstand target media habitMedia Consumption Habit - (SH)Source : CMMS 2000Understand target media habitMedia Consumption Habit - (NJ)Source : CMMS 2000Understand

5、target media habitMedia Consumption Habit - (HZ)Source : CMMS 2000Media Strategy medium selectionAccording to Media consumption Habit, agency recommend to use TV Highest coverage Most cost efficientStrong impact to emphasize brand image Quickly build up brand awareness in new marketMedia Strategy me

6、dium weight IBased on following criteria to set up media weightCompetitive situationIn 2000, Key competitors, Pacific Soda, Danone Soda and KSF3+2, invested in TUC activity market with higher media weightMedia Strategy medium weight IIBased on following criteria to set up media weightMarket priority

7、 MarketSales market shareRank SH26%1NJ6%2YZ6%3NB6%4SZ5%5WX5%6CZ5%7BJ5%8ZJ3%9HZ4%10HuZ3%11JX2%12XA2%13NT1%14WH1%15According to market priority, defineTier 1: SH / NJ / YZ / NBTier 2: SZ / WX / CZ / ZJ / HZ / HuZTier 3: BJ / JX / XA / NT / WH Media Strategy medium weight IIIBased on following criteria

8、 to set up media weightReach build up efficiencyDifferent 3+ reach cutting point in each market MarketReach cutting point SH550 NJ575 YZ450 NB500 SZ520 CZ600 BJ500 ZJ350 HZ450 XA450 WH400 Budget Recommend TV Weight for New TVC launch burst Market GRPSH & NJ 500YZ & NB 450SZ 500Tier2 market except SZ

9、 450Tier3 market 400Media Strategy medium weight IIIExcept for , as a high competition, high media investment and lower sales returns market, will try special media buying different with above marketRecommend TV Weight for Sep. peak season burst coming back after a long time Market GRPSH & NJ 400YZ

10、& NB 350SZ 400Tier2 market except SZ 350Tier3 market 300Media Strategy medium weight IVRecommend lighter TV Weight for Jun. & Dec sustaining burst Market GRPSH & NJ 300YZ & NB 250SZ 300Tier2 market except SZ 250Tier3 market 200Media Strategy medium weight VMedia Weight ReviewBoth in Savory segment a

11、nd Biscuit category, planned GRP in 2001 for TUC lead to higher SOV in each marketMedia Strategy TV program selectionTV program selection according to High penetration & coverageHigh ratingTarget preferable program typeGood program qualityConsumption momentAfternoonAfter dinnerTV program interested

12、in(SH)Source : CMMS 2000TV program interested in(SH)Source : CMMS 2000TV program interested in(NJ)Source : CMMS 2000TV program interested in(NJ)Source : CMMS 2000TV program interested in(HZ)Source : CMMS 2000TV program interested in(HZ)Source : CMMS 2000Consumer profile Demographic TargetSource : CM

13、MS 2000Based on consumer profile, defined the target audience for tiger for tracking survey, Female aged 30-45.Media strategy TV program selectionTime focusPrime time air time - 18:30-22:00, focus on later time dram about 1 hour after dinnerMainly focused on Drama news and health program due to the

14、high target preferenceWeekend drama package to build up high frequency with cost efficient approach and remind the consumer before purchasing Variety show during weekend and health program can also be consideredSpecial Market Understand target media habitMedia Consumption Habit - (BJ)Source : CMMS 2

15、000TV program interested in(BJ)Source : CMMS 2000Media strategy - Planning considerationSame with other market, TV is the highest consumption medium according to media habit. is also a very aggressive market. The media spending is very expensive and the sales returns is lower than other market for T

16、UC Media strategy - So, agency recommend a specially TV buyingExplore package buying to increase cost effectiveWeekday package in BTVBroadcast 6-8 times every day in daytime and later fringe time 3 channel in turn in TVCombined with same program type to keep target preference, such as news package, drama package and documentary package, etc.Weekend drama package in BCTV4 times broadcasting in weekend afternoon to remind