[精选]达能媒介提案(英文版)

Danone Tiger 2001Media Recommendation1Media ObjectivelKey challenges for TUClTotal Savory segment dropping,while TUC still facing high competition from Pacific Soda,Danone Hi-Ca Soda and KSF 3+2lMore and more mass market brands enhance the competition by low pricing strategy(XXX?)lMedia ObjectivelLaunch new TVC to build up the new“essentiality”brand image.lBuild leadership position in biscuits category in eastern regionlExpand to new market in northern,southern and western region to speed up building brand awareness2Planning ConsiderationslTarget AudiencelFemale adults aged 30+lCreative Formatl30”&15”lNew TVC Re-positioning TUC within essentiality platformlTarget MarketlShanghai/Nanjing/Yangzhou/Ningbo/Suzhou/Wuxi/Changzhou/Beijing/Zhengjiang/Hangzhou/Huzhou/Jiaxing/Xian/Nantong/WuhanlBudget12,000,000RMB(Net)3Media StrategylExplore better media channel,media weight to deliver our media objective by considering-lTarget audience medium consumption habitlCost efficiencylCompetitive indicationlConsumer consumption moment4Understand target media habitMedia Consumption Habit-(SH)Source:CMMS 20005Understand target media habitMedia Consumption Habit-(NJ)Source:CMMS 20006Understand target media habitMedia Consumption Habit-(HZ)Source:CMMS 20007Media Strategy medium selectionlAccording 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 market8Media Strategy medium weight IlBased 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 weight9Media Strategy medium weight IIlBased on following criteria to set up media weightMarket priority 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 10Media Strategy medium weight IIIlBased on following criteria 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 11lRecommend TV Weight for New TVC launch burst Market GRPSH&NJ 500YZ&NB 450SZ 500Tier2 market except SZ 450Tier3 market 400Media Strategy medium weight III4Except for Beijing,as a high competition,high media investment and lower sales returns market,Beijing will try special media buying different with above market12lRecommend TV Weight for Sep.peak season burst coming back after a long time Market GRPSH&NJ 400YZ&NB 350SZ 400Tier2 market except SZ 350Tier3 market 300Media Strategy medium weight IV13lRecommend lighter TV Weight for Jun.&Dec sustaining burst Market GRPSH&NJ 300YZ&NB 250SZ 300Tier2 market except SZ 250Tier3 market 200Media Strategy medium weight V14Media Weight Review4Both in Savory segment and Biscuit category,planned GRP in 2001 for TUC lead to higher SOV in each market15Media Strategy TV program selectionlTV program selection according to High penetration&coverageHigh ratingTarget preferable program typeGood program qualityConsumption momentAfternoonAfter dinner16TV program interested in(SH)Source:CMMS 200017TV program interested in(SH)Source:CMMS 200018TV program interested in(NJ)Source:CMMS 200019TV program interested in(NJ)Source:CMMS 200020TV program interested in(HZ)Source:CMMS 200021TV program interested in(HZ)Source:CMMS 200022Consumer profile Demographic TargetSource:CMMS 2000Based on consumer profile,defined the target audience for tiger for tracking survey,Female aged 30-45.23Media strategy TV program selectionlTime focuslPrime time air time-18:30-22:00,focus on later time dram about 1 hour after dinnerlMainly focused on Drama news and health program due to the high target preferencelWeekend drama package to build up high frequency with cost efficient approach and remind the consumer before purchasingl Variety show during weekend and health program can also be considered24Special Market Beijing25Understand target media habitMedia Consumption Habit-(BJ)Source:CMMS 200026TV program interested in(BJ)Source:CMMS 200027Media strategy-BeijinglPlanning considerationlSame with other market,TV is the highest consumption medium according to media habit.lBeijing is also a very aggressive market.The media spending is very expensive and the sales returns is lower than other market for TUC 28Media strategy-BeijingSo,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 Beijing 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 the consumption momentWeekend cinema in BTVFilm is a program type preferred by target audiences in BeijingTotal Cost:980,000RMB(Net)Period:24 weeks29Budget SummaryTotal Net11,99830Key competitors media pattern(East region)99 OND00 JFMAMJJASOreoXiaohuduiMerriersKSF3+231l9、静夜四无邻，荒居旧业贫。、静夜四无邻，荒居旧业贫。9月月-239月月-23Monday,September 18,2023l10、雨中黄叶树，灯下白头人。、雨中黄叶树，灯下白头人。18:43:3318:43:3318:439/18/2023 6:43:33 PMl11、以我独沈久，愧君相见频。、以我独沈久，愧君相见频。9月月-2318:43:3318:43Sep-2318-Sep-23l12、故人江海别，几度隔山川。、故人江海别，几度隔山川。18:43:3318:43:3318:43Monday,September 18,2023l13、乍见翻疑梦，相悲各问年。、乍见翻疑梦，相悲各问年。9月月-239月月-2318:43:3318:43:33September 18,2023l14、他乡生白发，旧国见青山。、他乡生白发，旧国见青山。18 九月九月 20236:43:33 下午下午18:43:339月月-23l15、比不了得就不比，得不到的就不要。、比不了得就不比，得不到的就不要。九月九月 236:43 下午下午9月月-2318:43September 18,2023l16、行动出成果，工作出财富。、行动出成果，工作出财富。2023/9/18 18:43:3318:43:3318 September 2023l17、做前，能够环视四周；做时，你只能或者最好沿着以脚为起点的射线向前。、做前，能够环视四周；做时，你只能或者最好沿着以脚为起点的射线向前。6:43:33 下午下午6:43 下午下午18:43:339月月-23l9、没有失败，只有暂时停止成功！。、没有失败，只有暂时停止成功！。9月月-239月月-23Monday,September 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