雪津啤酒媒介策略建议案.pptxVIP

雪津啤酒2009年广告媒介策略案 Sedrin Y09 Media Strategy Proposal;;;消费者洞察 Consumer Insight 啤酒消费习惯分析 Beer consumption habits 重点市场走访发现 Key markets findings 消费者媒介接触习惯和消费心理研究 Target Media Consumption Habit and consumption psychology Analysis ;啤酒消费总体情况Beer consumption ;从全国市场情况来看，雪花和青岛啤酒在全国市场的渗透率最高 Snow and Tsingtao share the highest rate of penetration;①;啤酒消费习惯-宁波Beer consumption habits in Ningbo;啤酒消费习惯-南昌Beer consumption habits in Nanchang;啤酒???费习惯-福州 Beer consumption habits in Fuzhou;啤酒消费习惯-南京 Beer consumption habits in Nanjing;啤酒消费习惯-长沙 Beer consumption habits in Changsha;消费者洞察 Consumer Insight 啤酒消费习惯分析 Beer consumption habits 重点市场走访发现 Key markets findings 江西省JX 福建省FJ 消费者媒介接触习惯和消费心理研究 Target Media Consumption Habit and consumption psychology Analysis ;江西省市调研发现JX market research;广告创意是目标人群喜欢南昌啤酒的原因之一Target consumers are attracted to the AD creation;沸城酒吧是本地去的人比较多的酒吧，卖的啤酒是喜力和虎牌 Feicheng bar is the most popular local bar. Only Heineken and Tiger are available there;当地人一般喜欢喝南昌8度的啤酒 5元-6元/瓶（餐厅价） Nanchang 8 degree ( 5-6yuan/bottle in restaurant) is the normal choice there ;路边的小餐厅被南昌啤酒做店招的非常多;在县城雪津啤酒的铺货优于市区 The distribution is better in counties than that of in cities ;鹰潭市路边小零售店、小餐厅门口堆雪津啤酒包装箱的较多。 Sedrin packages are piling up at doors of grocery’s and small restaurants’;鹰潭市，雪津啤酒和南昌啤酒呈互相包围的态势Actuality of Yingtan;福建省市调研发现FJ market research;福州： 雪津VS青啤 Fuzhou : Sedrin vs. Tsingtao ;泉州： 雪津与青岛，燕京和雪花Quanzhou: Sedrin vs. Tsingtao, Yanjing vs. Snow ;厦门： 竞争激烈Xiamen: Fierce Competition ;漳州： 青啤较为强势。Zhangzhou: Tsingtao performs well ;消费者洞察 Consumer Insight 啤酒消费习惯分析 Beer consumption habits 重点市场走访发现 Key markets findings 消费者媒介接触习惯和消费心理研究 Target Media Consumption Habit and consumption psychology Analysis ;目标消费者媒介接触习惯分析 Media Consumption Habit ;目标消费者看电视一般花费2-4小时Watch TV 2-4 hrs per day;看电视、阅读、上网是目标消费者平时放松休闲时经常做的事 Watching TV, reading and internet surfing;目标消费者喜欢收看的电视节目研究Popular TV programs among target consumer;散步，骑自行车，打蓝球、跑步是目标消费者经常做的体育运动Walking, biking, basketball an