西门子-营销的资料.ppt

Market Prioritization Principles- Prioritize key markets in terms of following factors: 1. Market Potential Population Number of refrigerators owned per household Household income 2. Category Media Spending by market * Market Prioritization Source: Chinese Statistics Yearbook of 98 * Market Prioritization Source: Chinese Statistics Yearbook of 98 * Market Prioritization Source: Chinese Statistics Yearbook of 98 * Market Prioritization/Hierarchy GD,SH,SC,YN,SD,ZJ,JS,HeN,HuN LN,BJ,HuB,GX,HeB,FJ,AH,XJ,GS,XZ NX,TJ,HLJ,JX,SaX,GuZ,JL,SX,HaN,NMG,QH 33-44 High potential markets 33 Low potential markets 44 Key markets * * We say, Print.(with the support of Soft Ad) Why not use other media? The hardness of detail message delivery. The similar information delivered by TVC is easy to confuse. (Revealed by relevant research by AC Nielsen) * * Mix Full Page with Half Page FP is used in launching period HP is used in sustaining period Maximize the OTS, deep impression Sustain the Ad impact with continuous reminder * Media Strategy When ? Concentrate on peak season and New Year Eve Apr - Jul and Oct - Dec 99, pulsing campaign pattern in off-season Where ? Important markets and focus on major provincial cities What ? Deploy Print as core media , with the support of soft Ad (further negotiation required for the availability) How ? Utilize FP in launching period to maximize the product awareness, and HP in sustaining stage to remind seasonality regionality media Mix creative format * Media Selection Criteria /Consumption Habits Target: Shenyang, aged 35-44, HH income Rmb 2500+ % Daily NP Readership Source: CMMS 98 * Media Selection Criteria/Cost Efficiency Comparison Circulation(‘000) Readership(%) Coverage % of Newsstand CPTC (HP,BW) Shenyang Daily Shenyang Eve 300 250 45.4% 36.8% SY and its neighborhood 10% 35% 183 110 SY and its neighborhood Source: AC Nielsen Remarks: CP