TheCoca-ColaCompanyCurrentMediaBeliefs解析.pptVIP

Why? Why Is It Important? Decisions driven by implicit assumptions can lead to productivity loss TCCC Current Media Beliefs Began with 10 Media Planning Guidelines Are the beginning, not the end of the process Key levers to productivity Sourced from market experience and research out of the WWMC Beliefs About Continuity Media Has An Immediate Impact On Sales All Media Contributes to Volume Beliefs About Continuity Mainthrust TRPs Equate to Higher Probability of Volume than Promotional TRPs No Apparent Direct Correlation between Media Weights and Promotion Results Colombia: KO promotion (Hielocos) compared to key competitor promotion of similar mechanics and premium. Study conducted at the same time for both brands. Key to Promotion Success... If not media, what? Argentina: Point of purchase activation plays a critical role in the success of promotions UK/ESD Campaign suggests Mainthrust and POP deliver larger incremental volume than promotional advertising Media Investments Impact Promotion Payback Brazil: Incremental media investments can adversely impact promotion payback SOV Planning Can Lead to Over-Investments with Minimal Marketplace Results Colombia: Shifted from SOV to reach planning Hypothesis : Pepsi closing SOV gap led to the decline in brand preference and SOM Action: $2 million incremental investment to “heavy up” media weights, gain SOV leadership Second Hypothesis : Pepsi’s growth most evident among Teens. Message can have stronger influence than weight. Change communication strategy. Italy: Exercise suggests broad target planning with target cluster delivery analysis can generate similar results... Italy: Increased ad volume per GRP The Triangle of Media Variables The Triangle of Media Variables Recency Planning New Learnings Conclude : 1 OTS within 7 days of purchase represents the most effective communication with a consumer (both in terms of sales and awareness). Further exposures have an effect, but this has been shown t