CTR-整合营销的OTC决策法则与媒介传播价值案例分析

Specializing in China market,research,TM,Click to edit Master title style,中文,Specializing in China market,research,TM,Click to edit Master text styles,宋体,Second level,宋体,Third level,宋体,*,Specializing in China market,research,TM,Specializing in China market,research,TM,Click to edit Master title style,中文,Click to edit Master title style,中文,Specializing in China market,research,TM,Click to edit Master title style,中文,Specializing in China market,research,TM,Click to edit Master title style,中文,Specializing in China market,research,TM,Click to edit Master title style,中文,Specializing in China market,research,TM,Click to edit Master title style,中文,Specializing in China market,research,TM,Click to edit Master title style,中文,Specializing in China market,research,TM,Click to edit Master title style,中文,Specializing in China market,research,TM,Click to edit Master title style,中文,Specializing in China market,research,TM,Click to edit Master title style,中文,Specializing in China market,research,TM,Click to edit Master title style,中文,Specializing in China market,research,TM,Click to edit Master title style,中文,Specializing in China market,research,TM,Click to edit Master title style,中文,Specializing in China market,research,TM,Click to edit Master,中文,Click to edit Master,中文,Click to edit Master,中文,Click to edit Master,中文,Click to edit Master title style,Specializing in China market,research,TM,Specializing in China market,research,TM,Click to edit Master,中文,Click to edit Master,中文,Click to edit Master,中文,Click to edit Master,中文,Click to edit Master title style,中文,Specializing in China market,research,TM,Click to edit Master title style,中文,Specializing in China market,research,TM,Click to edit Master title style,中文,Specializing in China market,research,TM,*,Specializing in China market,research,TM,*,Specializing in China market,research,TM,For more information,contact us at,Specializing in China market,research,TM,CTR,媒介策略研究部 刘会召,整合营销的,OTC,决策法则,与媒介传播价值案例分析,O,=opportunity,机会,T,=target,对象,C,=connection,连接,什么是,“,OTC”?,OTC,决策分析的实施步骤,实现整合营销效果最大化,必须关注以下几个决策步骤,:,了解市场机会在哪里产生,洞察营销对象,找到营销杠杆的最佳连接点,OTC,决策分析的作用,通过对品牌和销售的分析找到营销的薄弱环节,通过不同市场的品类和品牌发展分析找到需要关注的市场,结合不同市场的不同的驱动作用找到可以从营销活动中获得最大利益的市场,找到这些利益最大化的市场的沟通策略,Opportunity,Target,Connection,营销的机会在哪里,?-WHO,WHO-,谁是我们的利益相关群体,?,使用过的人都是谁,?,重度的使用者是谁,?,影响购买的是谁,?,未来的潜在使用者是谁,?,营销的机会在哪里,?-WHAT,WHAT-,我们需要提升,(,改进,),什么,?,品牌健康,:,认知度,喜好度,忠诚度,市场份额,:,渗透率,使用频次,品牌形象,:,时尚的,激情的,绿色的,公关形象,:,实力的,信赖的,有责任感的,营销的机会在哪里,?-WHERE,WHERE-,中国之大,市场之多,哪里的机会最值得关注,?,品类现状,:,渗透率及发展趋势,销售量,预期消费需求,品牌现状,:,自身与竞争,主观发展意愿,营销主题的热度,:,主观关注度,客观关注度,营销主题的驱动,:,品牌驱动,销售驱动,品牌形象驱动,公关形象驱动,营销的机会在哪里,?-HOW,HOW-,如何实施整合营销,?,沟通方法,:,方式选择,媒体选择,地点选择,事件选择,沟通技巧,:,时机的选择,Opportunity,Target,Connection,CTR,与,OTC,分析相关的研究领域,多用户产品及,个案研究,Opportunity,Target,Connection,整合营销的,“,5D”+“5C”?,5,D4,营销主题,D2,产品品牌,D3,营销传播,利益点,共鸣点,提升点,接触点,2,3,4,D1,目标人群,D5,竞争对手,搏弈点,整合营销的,“,5D”+“5C”?,提升点,共鸣点,X,利益点,利益点,接触点,搏弈点,X,找到“提升点”,分析说明,:,某啤酒品牌,渗透率指标,CTR,消费行为数据,基于目标对象,市场,/,营销指标,品类渗透率,品类增长幅度,品牌的渗透率,品牌,/,竞争,人口,(,万,),北京,45.3,-6.79,1.1,0.25,1500,长春,44.7,-25.87,0.5,0.11,400,长沙,37.6,8.36,8.0,2.16,350,成都,43.3,10.46,0.3,0.07,500,大连,39.6,-6.60,5.7,1.46,300,福州,31.6,0.64,0.9,0.29,300,广州,48.5,2.75,1.6,0.34,1000,贵阳,42.0,-7.08,1.8,0.44,250,哈尔滨,51.6,-17.04,0.0,0.00,530,海口,46.4,-6.26,0.4,0.09,290,杭州,75.6,18.87,14.3,1.91,430,合肥,45.3,-0.66,2.0,0.45,340,济南,38.5,-31.62,9.9,2.58,450,昆明,50.5,5.21,0.8,0.16,310,兰州,46.3,-10.10,0.6,0.13,230,南昌,42.9,-8.92,0.2,0.05,210,南京,30.1,-6.81,0.7,0.24,600,南宁,58.0,0.35,4.2,0.75,200,宁波,38.9,-5.58,0.4,0.10,180,青岛,53.8,-9.73,37.2,6.95,330,上海,26.3,-11.15,1.6,0.61,1400,深圳,53.3,5.13,18.6,3.56,550,沈阳,64.0,-1.84,2.9,0.45,580,石家庄,43.9,14.62,3.0,0.72,400,太原,44.4,0.00,13.9,3.15,400,天津,40.6,16.33,3.6,0.91,900,武汉,40.4,-0.25,0.7,0.17,510,西安,53.4,1.33,1.1,0.21,420,郑州,49.1,-12.01,4.6,0.96,450,重庆,58.6,-1.01,0.3,0.05,1300,城市,/,结论,提升重要性,杭州,3.05356,重庆,2.77825,沈阳,2.59175,昆明,2.40273,成都,2.30872,西安,2.25241,石家庄,1.91489,南宁,1.80214,广州,1.73369,天津,1.52556,海口,1.03001,合肥,0.96213,武汉,0.89343,哈尔滨,0.66298,北京,0.6589,兰州,0.60543,南昌,0.48955,厦门,0.08536,贵阳,0.06924,福州,-0.01484,郑州,-0.44447,南京,-0.7955,长春,-0.99662,长沙,-1.02608,大连,-1.39945,上海,-1.97031,深圳,-2.23488,太原,-2.65638,济南,-5.23048,青岛,-8.58327,找到“共鸣点,”,分析说明,:,CTR,奥运调查数据,基于目标对象,城市,/,指标,奥运主观关注度,奥运客观关注度,尝试购买驱动力,奥运推动力指数,北京,93.30,64.2,63.40,2.42,长春,88.40,23.2,39.30,1.58,长沙,77.50,39.8,38.40,1.60,成都,80.00,26.7,67.50,0.86,大连,55.30,17.6,25.70,1.40,福州,67.30,24.2,30.00,1.01,广州,54.40,41.8,51.60,0.95,贵阳,69.00,29.0,18.10,0.69,哈尔滨,73.70,18.7,33.30,0.90,海口,68.20,12.7,23.20,0.93,杭州,48.40,38.2,67.10,1.28,合肥,80.00,33.7,27.80,0.65,济南,82.10,43.2,62.40,1.39,昆明,58.60,25.3,43.30,0.77,兰州,82.10,25.3,44.40,0.91,南昌,61.00,23.8,29.60,0.84,南京,44.20,13.7,55.60,0.72,南宁,63.70,22.2,36.80,0.72,青岛,91.70,37.6,20.50,1.93,上海,68.50,30.7,58.30,0.37,深圳,67.70,16.7,49.40,0.73,沈阳,80.00,23.3,37.60,1.36,石家庄,83.30,33.3,50.00,1.52,太原,67.90,23.9,50.00,0.75,天津,71.10,31.5,20.20,0.42,武汉,67.40,12.6,48.80,0.57,西安,82.00,27.0,33.00,1.04,郑州,75.00,19.0,31.50,0.98,重庆,73.30,16.7,43.40,0.42,“,利益点”的确定,分析说明,:,某啤酒品牌,CTR,奥运调查数据,CTR,消费行为数据,基于