达能媒介提案(英文版)资料.pptVIP

Danone Tiger 2001Media Recommendation Media Objective Key challenges for TUC Total Savory segment dropping, while TUC still facing high competition from Pacific Soda, Danone Hi-Ca Soda and KSF 3+2 More and more mass market brands enhance the competition by low pricing strategy (XXX?) Media Objective Launch new TVC to build up the new “essentiality” brand image. Build leadership position in biscuits category in eastern region Expand to new market in northern, southern and western region to speed up building brand awareness Planning Considerations Target Audience Female adults aged 30+ Creative Format 30” 15” New TVC Re-positioning TUC within essentiality platform Target Market Shanghai / Nanjing / Yangzhou / Ningbo / Suzhou / Wuxi / Changzhou / Beijing / Zhengjiang/ Hangzhou / Huzhou /Jiaxing / Xi’an / Nantong / Wuhan Budget 12,000,000RMB (Net) Media Strategy Explore better media channel, media weight to deliver our media objective by considering - Target audience medium consumption habit Cost efficiency Competitive indication Consumer consumption moment Understand target media habit Understand target media habit Understand target media habit Media Strategy – medium selection According to Media consumption Habit, agency recommend to use TV – Highest coverage Most cost efficient Strong impact to emphasize brand image Quickly build up brand awareness in new market Media Strategy – medium weight I Based on following criteria to set up media weight Competitive situation In 2000, Key competitors, Pacific Soda, Danone Soda and KSF3+2, invested in TUC activity market with higher media weight Media Strategy – medium weight II Based on following criteria to set up media weight Market priority Market Sales market share Rank SH 26% 1 NJ 6% 2 YZ 6% 3 NB 6% 4 SZ 5% 5 WX 5% 6 CZ 5% 7 BJ 5% 8 ZJ 3% 9 HZ 4% 10 HuZ 3% 11 JX 2% 12 XA 2% 13 NT 1% 14 WH 1% 15 According to market priority, de