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Danone Tiger 2001Media Recommendation第一页，共三十三页。1 Media ObjectiveKey challenges for TUCTotal Savory segment dropping, while TUC still facing high competition from Pacific Soda, Danone Hi-Ca Soda and KSF 3+2More and more mass market brands enhance the competition by low pricing strategy (XXX?)Media ObjectiveLaunch new TVC to build up the new “essentiality” brand image.Build leadership position in biscuits category in eastern regionExpand to new market in northern, southern and western region to speed up building brand awareness第二页，共三十三页。2 Planning ConsiderationsTarget AudienceFemale adults aged 30+Creative Format30” 15”New TVC Re-positioning TUC within essentiality platformTarget MarketShanghai / Nanjing / Yangzhou / Ningbo / Suzhou / Wuxi / Changzhou / Beijing / Zhengjiang/ Hangzhou / Huzhou /Jiaxing / Xi’an / Nantong / WuhanBudget12,000,000RMB (Net)第三页，共三十三页。3 Media StrategyExplore better media channel, media weight to deliver our media objective by considering -Target audience medium consumption habitCost efficiencyCompetitive indicationConsumer consumption moment第四页，共三十三页。4 Understand target media habitMedia Consumption Habit - (SH)Source : CMMS 2000第五页，共三十三页。5 Understand target media habitMedia Consumption Habit - (NJ)Source : CMMS 2000第六页，共三十三页。6 Understand target media habitMedia Consumption Habit - (HZ)Source : CMMS 2000第七页，共三十三页。7 Media Strategy – medium selectionAccording 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 market第八页，共三十三页。8 Media Strategy – medium weight IBased 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 weight第九页，共三十三页。9 Media Strategy – medium weight IIBased on following criteria to set up media weightMarket priority Market Sales market share Rank SH 26% 1 NJ 6% 2 YZ 6%