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,*,Slide Title,Body Text,First Level,Second Level,Third Level,Fourth Level,Danone Tiger 2001,Media Recommendation,1,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,2,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/Xian/Nantong/Wuhan,Budget,12,000,000RMB(Net),3,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,4,Understand target media habit,Media Consumption Habit-(SH),Source:CMMS 2000,5,Understand target media habit,Media Consumption Habit-(NJ),Source:CMMS 2000,6,Understand target media habit,Media Consumption Habit-(HZ),Source:CMMS 2000,7,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,8,The media spending is very expensive and the sales returns is lower than other market for TUC,Female adults aged 30+,15、最具挑战性的挑战莫过于提升自我。,BJ5%8,Source:CMMS 2000,Based on consumer profile,defined the target audience for tiger for tracking survey,Female aged 30-45.,Recommend TV Weight for New TVC launch burst,TV program interested in,Explore better media channel,media weight to deliver our media objective by considering-,Media Strategy medium weight III,十月 2212:48 下午10月-2212:48October 25,2022,Quickly build up brand awareness in new market,TV program interested in,十月 2212:48 下午10月-2212:48October 25,2022,Media Strategy medium weight II,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,9,Media Strategy medium weight II,Based on following criteria to set up media weight,Market priority,MarketSales market shareRank,SH26%1,NJ6%2,YZ6%3,NB6%4,SZ5%5,WX5%6,CZ5%7,BJ5%8,ZJ3%9,HZ4%10,HuZ3%11,JX2%12,XA2%13,NT1%14,WH1%15,According to market priority,define,Tier 1:SH/NJ/YZ/NB,Tier 2:SZ/WX/CZ/ZJ/HZ/HuZ,Tier 3:BJ/JX/XA/NT/WH,10,Media Strategy medium weight III,Based on following criteria to set up media weight,Reach build up efficiency,Different 3+reach cutting point in each market,Market,Reach cutting point,SH550,NJ575,YZ450,NB500,SZ520,CZ600,BJ500,ZJ350,HZ450,XA450,WH400,Budget,11,Recommend TV Weight for New TVC launch burst,Market,GRP,SH&NJ,500,YZ&NB,450,SZ,500,Tier2 market except SZ,450,Tier3 market,400,Media Strategy medium weight III,Except for Beijing,as a high competition,high media investment and lower sales returns market,Beijing will try special media buying different with above market,12,Recommend TV Weight for Sep.peak season burst coming back after a long time,Market,GRP,SH&NJ,400,YZ&NB,350,SZ,400,Tier2 market except SZ,350,Tier3 market,300,Media Strategy medium weight IV,13,Recommend lighter TV Weight for Jun.&Dec sustaining burst,Market,GRP,SH&NJ,300,YZ&NB,250,SZ,300,Tier2 market except SZ,250,Tier3 market,200,Media Strategy medium weight V,14,Media Weight Review,Both in Savory segment and Biscuit category,planned GRP in 2001 for TUC lead to higher SOV in each market,15,Media Strategy TV program selection,TV program selection according to,High penetration&coverage,High rating,Target preferable program type,Good program quality,Consumption moment,Afternoon,After dinner,16,TV program interested in,(SH),Source:CMMS 2000,17,TV program interested in,(SH),Source:CMMS 2000,18,TV program interested in,(NJ),Source:CMMS 2000,19,TV program interested in,(NJ),Source:CMMS 2000,20,TV program interested in,(HZ),Source:CMMS 2000,21,TV program interested in,(HZ),Source:CMMS 2000,22,Consumer profile Demographic Target,Source:CMMS 2000,Based on consumer profile,defined the target audience for tiger for tracking survey,Female aged 30-45.,23,Media strategy TV program selection,Time focus,Prime time air time-18:30-22:00,focus on later time dram about 1 hour after dinner,Mainly focused on Drama news and health program due to the high target preference,Weekend drama package to build up high frequency with cost efficient approach and remind the consumer before purchasing,Variety show during weekend and health program can also be considered,24,Special Market,Beijing,25,Understand target media habit,Media Consumption Habit-(BJ)
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