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1、1,Ogilvy Beijing,SINA.comJanuary 16,2003,2,Agenda,Media Competitive SceneS Insights&PositioningMarketing ApproachOur Approach,Internet,4,Estimated no.of Internet Users in China,35%,79%,91%,123%,Source:CNNIC(Jan 2000),Internet Users-Geographical Distribution,Source:CNNIC(Jan 2000),%,Internet Users-Se
2、x,Source:CNNIC(Jan 2000),Female 15%,Male 85%,Male 79%,Female 21%,Jun 1999,Dec 1999,7,Internet Users-Age,Source:CNNIC(Jan 2000),8,Internet User-Occupation,Source:CNNIC(Jan 2000),%,9,Place of Internet Access,%,Source:CNNIC(Jan 2000),10,Online Time,%,11,Information Gathered Online,%,12,Most Frequently
3、Used Services,%,13,Telecom Infrastructure,#of telephones(million)installed,Source:IDC,14,PC Instalments,#of PCs(million)installed,Source:IDC,15,PC Penetration vs Internet Access,%,Source:CMMS,Internet Access/PC Penetration=58%51%62%34%,Internet Summary,Exponential growth in internet users more than
4、double in 6-month timeBroad geographical coverage majority of users in key cities-Beijing,Shanghai,Guangzhou coastal markets show great potentialGradual change of demographic profile male-skewed but the female share is increasing a significant portion of users are IT practitioners and students but i
5、ncreasingly spreads across different industries,Internet Summary,Local websites are getting more popular-e.g.SinaNetDomination of key sites especially portalsDiversification of websites to suit needs of different markets-e.g.SinaNet and Yahoo in China,Hong Kong and Taiwan.Internet alliance-China(Net
6、ease),HK(Netvigator)and Taiwan(Kimo)Extensive websites emerge in China.Room for improvement in content only a small%of sites accept advertising Implications to advertisersneed to improve the websitesuse of conventional&interactive media to drive traffic,Internet Summary,Drivers of internet developme
7、nt in Chinaexpansion of information sourcesdrive from China governmentaspiration of the new Chinese generation to have quick access to the worldfast-growing telecom infrastructureincreasing household penetrationHindrancenarrow bandwidthhigh telecom feelanguage barrierlack of Chinese information sour
8、cesissue of security,Competitive Media Review,20,Introduction,Source of dataAC Nielsen AdquestMediaTV+Newspaper+MagazinePeriod：1999 Jan-DecAreaNationwide-focus on Beijing/Shanghai GuangzhouBased on mointored figures Gross rate card rate without frequency/special discountSource AC Nielson SRG,21,RMB(
9、000),142%,408%,Web Category-Ad.Spend,197%,Source:AC Nielsen Adex 1999,22,RMB(000),81%,198%,Web Category-Ad.Spend in Primary Cities(BJ+SH+GZ),361%,Source:AC Nielsen Adex 1999,23,1999-Top 10 Web Advertisers,RMB000s,Source:AC Nielsen Adex 1999,24,Web Category-1999 Media Split,Source:AC Nielsen Adex 199
10、9,25,Key Competitors-Share of Voice(1999),S-aggressive launch campaign in late 1999,occupying more than 30%of total category spend,Source:AC Nielsen Adex 1999,26,Key Competitors-Media Spend(1999),USD000s,Source:AC Nielsen Adex 1999,27,Y+Sina+Sohu+Netease-Spending By Month(1999),Spending skewed towar
11、ds the 2nd half of the year,Source:AC Nielsen Adex 1999,USD000s,28,Sina,Summary1999 Spending:USD 1.29 millionS.O.V:34%2000 Jan:USD 33,373Highlights:TV-Program mix:*Drama(41%),*Sports(20%),*Variety(19%),*Documentary(13%)Press-Beijing Youth Daily,Shopping Guide,Guangzhou Daily,Nanfang Dushi Bao,Nanfan
12、g Saturday,Zu Qiu,Shanghai Times Wen Hui Bao,Xinmin Wanbao,Press14.5%,Magazine0.21%,TV:85.3%,29,Sohu,Summary1999 Spending:USD 31.4 millionS.O.V:8%2000 Jan:USD 10,000Highlights:-100%in newspapers-Beijing Youth Daily,China Youth Daily,Shopping Guide,Guangzhou Daily,Nanfang Dushi Bao,Securities Times,Y
13、angcheng Wanbao,Shanghai Times,Wen Hui Bao,Xinmin Wanbao,Shenzhen Special Zone Daily,Press:100%,30,Netease,Summary1999 Spending:USD33,000S.O.V:1%2000 Jan:USD 22,651Highlights:-100%press-Beijing Youth Daily,China Youth Daily,Guangzhou Daily,Nanfang Saturday,Yangcheng Wanbao,Shanghai Times,Press:100%,
14、31,Brand StewardshipCustomer Ownership,32,Brand Stewardship,Perceptions,Callto action,Emotions,Imagery,Collective Shared Values,Differentiation,Awareness,Credibility,Brand Preference,Top of Mind,Trust,Public Faceof theBRAND,33,Brand Stewardship&Customer Ownership,Perceptions,Emotions,Imagery,Collect
15、ive Shared Values,Differentiation,Awareness,Credibility,Brand Preference,Callto action,PersonalizedOffers,Intimacy,Relevant Detailed Information,Interactive Dialogue,Personal Recognition,Personal Relevance,Top of Mind,Trust,Private Faceof theBRAND,Public Faceof theBRAND,34,What We Do,CRMElectronic M
16、arketingScenario PlanningDatabase MarketingLive Channels,Client ServicePlanningCreativeMediaInteractive TechnologiesProduction,Database DevelopmentCustomer CareDigital Printing,Consultancy,Communications,Connections,35,Customer Ownership Cycle-Managing the Customer Value Gaps,Awareness,Consideration
17、,Comparison&Browsing,Registration,Purchase,Repeat,Support,S,37,S Business Objectives,Continue the leadership position in China dot com categoryMaximize reach%of web users translating to the highest page views volume in ChinaMaximize no.of registered web usersGenerate advertising revenues Generate e-
18、business related services revenues Build Sina as a new mega internet brand with distinctive character and franchisable equity,38,S Marketing Challenges,Identify a single,unique value proposition and(re-)define the categoryDevelop marketing program that lead to Sinas leading position in ChinaExpand p
19、erception of Sina as a general platform to embrace varied vertical propertiesDerive a focused brand building and integrated communication plan and best optimize use of budgetFoster a favourable relationship with government,press and stakeholders,39,S-Drivers of Success,Extend Brand imageDrive desire
20、d behavior Site visitsRegistered membershipRepeat visits&continued participation in revenue driving eventsManage customer relationships to maximize loyaltyOptimize overall marketing performance and ROI,Brand Insights&Positioning,41,WW Portal Prognosis:Flat Growth,Only 20%of Web traffic will be throu
21、gh portals by 2002.Only 20%of online sales($8.7 billion)will be generated through portals in 2002 vs.18%in 1999.,Source:Jupiter Communications,1999,42,WW Competition for Portal Traffic is Heated,Source:Media Metrix,1999,43,WW Portal Satisfaction Rate,%saying they are totally satisfied with the brand
22、s available in the category,Source:BRANDZ,the WPP Equity Study,44,US Users Perceive Leaders in The Pack”,Source:BRANDZ,the WPP Equity Study,45,We Create by WorkingThrough a Brand Relationship,CustomerSegmentProfiles,BrandPrintProductPositioning,CustomerPrints,Marketing Communication Approach,47,Cust
23、omer Acquisition Strategy,Relationship Marketing,Media Drive to Web,Partnerships&Exclusive Offers,Push cross-sell and up-sell with targeted direct marketing techniques,Digitally capture customer knowledge to inform relationship marketing,Establish e-business services affiliates and partners,Drive tr
24、affic with relevant mediaContinually optimize media buy based on learningLeverage S communications/advertising,48,One-to-OneMarketing,1:1 Relationship Marketing,49,Requirements for Effective 1:1 Marketing,Customer Profiles,Effective 1:1Communications,DB Marketing Infrastructure(tbd),TargetingOffer S
25、trategyOptimal MediaMessage StrategyOnline Requirements,Opportunity SizingList GenerationCampaign TrackingCustomer TrackingAutomated emailsPersonalized ContentTesting&LearningMeasure MarketingPerformance,Investment aligned with high-value opportunitiesDrive response through relevant messages&offersR
26、educe acquisition costsMaximize share of spendMaximize ROI,Needs&Preferences HH Demographics Purchase History Marketing Response History Online Behavior,Customer Database Campaign Management System eMail Campaign Engine Response Handling Metrics&Measurement Tools,50,360 Degree Branding Every point o
27、f contact builds the brand,SegmentedBrandCommunications,General BrandCommunications,50,TVC,Radio,Print,Online Advertising,SiteContent,CustomerService,DMail/E-Mail,50,51,Media Allocation Model,Top wired segments,IT print lifestyles Mag,%,Magazine,Print Ad,sponsorshipcontent partnership,%,Newspaper,Ad
28、vertising,exposure effectbarter deal,%,Outdoor,Reach,frequency&geography,%,TV,Reach,frequencytop wired segments,%,Radio,Webvertising,drive to web,linksponsorship,strategic alliances,%,Online,E-mailing and database marketing,%,Targeted Mail,52,Tracking and Measurement,Advertising communication effect
29、ivenessBrand score tracking v.s.key competitors,Our Approach,54,Project Scope,Customer segment profiling Sina senior executive interview Sina loyalist profile/behavior studyCustomer print developmentCompetitive positioning analysisBrand positioningBrand audit&brand print development360 degree brand
30、management planningIntegrated communication planningBrand campaign creative development&master media planningBrand and communication tracking study planning,55,The first next step:Talk to the Customer,Qualitative research to determine:Expectations of S as a gatewayUsability,stickenss&loyalty of SRea
31、ctions to positioning and promotion of SCompetitive comparisonQuantitative research to determine:Current portal use of web users*Branding scores*Types of new services and experiences expected,56,Timing,Confirmation of scope and quotation by end MarProject completed by early Jun 2000,57,Quotation,RMB
32、 1,000,000 third party research costs excludedmedia plan and buy services excludedPayment:downpayment(contract signed)30%interim term payment 30%final payment 40%,58,Next Action,Client to review this proposalAgency to discuss with Client on 20 Mar 2000,59,60,青苹果出品 必属精品http:/,囊括2007-2010几十G地产策划资料/企业管理人力资源全套/品牌策划资料/行业分析报告/PPT模板等。,
