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1、雪津啤酒2009年广告媒介策略案 Sedrin Y09 Media Strategy Proposal,目录 Index,目录Index,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,江西省和福建省啤酒的消费渗透率高于全国平均水平。Rate of penetrati
2、on in JX and FJ are higher than average,Data source:CMMS2008 Spring(2007.1-2007.12),浙江省和湖南省的啤酒消费还有很大潜力。ZJ and HN province are quite potential markets,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,%,Data source:CMMS2008 Spring(2007.1-2007.12),啤酒消费总体情况Beer consump
3、tion,五省啤酒行业集中度Beer CR4 in 5 provinces,湖南地区啤酒品类集中度最高，CR4达到了5省最高的78.6，主要消费的品牌是白沙啤酒和青岛啤酒Baisha and Tsingtao are the main brands in HN market which has the highest CR4 of 78.6浙江和江苏市场竞争更为激烈，CR4分别为38.9和54.8，各大品牌均有很大机会With CR4 of 38.9 and 54.8,competition in ZJ and JS are fierce,Data source:CMMS2008 Spring
4、(2007.1-2007.12),啤酒消费习惯-宁波Beer consumption habits in Ningbo,KK,28.6%,9.7%,31.4%,SNOW,Tsingtao,KK,23.7%,23.1%,41%,KK啤酒在宁波拥有非常明显的优势KK has an obvious advantage in Ningbo最主要的威胁来自雪花啤酒Snow is the main competitor,Data source:CMMS2008 Spring(2007.1-2007.12),M25-35,啤酒消费习惯-南昌Beer consumption habits in Nanchan
5、g,南昌啤酒在本地拥有绝对的优势Nanchang leads the market最主要的威胁来自雪津啤酒Sedrin is its main competitor,Nanchang,27.7%,21.6%,53.6%,Sedrin,Blue label,Tsingtao,27.4%,25.4%,79.2%,Data source:CMMS2008 Spring(2007.1-2007.12),M25-35,啤酒消费习惯-福州 Beer consumption habits in Fuzhou,Tsingtao,16.5%,16.3%,80%,Tsingtao,SNOW,34.3%,5.3%,
6、43.1%,M25-35,雪津啤酒在本地占有绝对的优势Sedrin is the No.1 brand in FZ最主要的威胁来自?Tsingtao and Huiquan is main competitor,Data source:CMMS2008 Spring(2007.1-2007.12),啤酒消费习惯-南京 Beer consumption habits in Nanjing,M25-35,金陵啤酒在本地占有绝对的优势 Jinling leads the local market最主要的威胁来自雪花啤酒 Snow is the major competitor,Data source
7、:CMMS2008 Spring(2007.1-2007.12),啤酒消费习惯-长沙 Beer consumption habits in Changsha,M25-35,白沙啤酒在本地占有绝对的优势 Baisha is the dominate brand in Changsha最主要的威胁来自青岛啤酒 Tsingtao follows it,Data source:CMMS2008 Spring(2007.1-2007.12),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
8、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,调研时间：8月11日晚上，8月12日上午Time:Aug 11 evening,Aug 12 morning调研范围：酒吧，超市，大排档，一般餐厅，路边小餐厅，高级餐厅Objectives:Bars,supermarkets,Da pai dang,high and medium-end restaurant访问对象：25-35岁范围内的男性消费者。Inte
9、rviewee:M 25-35,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,本地较大的超市“洪客隆”没有看见雪津啤酒的铺货No goods distribution in Hong Kelong the big local supermarket,当地人一般喜欢喝南昌8度的啤
10、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,众多南昌本地餐饮店购买不到雪津啤酒Sedrin is nowhere to be found in those local restaurants,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
11、are piling up at doors of grocerys 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,调研时间：8月11日晚上，8月12日上午Time:Aug 11 evening,Aug 12 morning调研范围：福州、厦门、泉州、漳州Scope:Fuzhou,Xiamen,Quanzhou,Zhangzhou调研范围：酒吧，超市，大排档，一般餐厅，路边小餐厅，高级餐厅Objectives:Bars,supermarkets,Da Pai
12、Dang,small and high-end restaurants访问对象：25-35岁范围内的男性消费者。Interviewee:M 25-35,福州：雪津VS青啤 Fuzhou:Sedrin vs.Tsingtao,福州年啤酒消耗量约占全省市场的五分之一。福州市的热销品，在全省范围内具有“消费领袖”作用，抢占福建就必须攻下福州。Fuzhou has the 1/5 annual beer consumption of FJ.Fuzhou is the consumption sample of the whole province福州市场雪津优势十分明显，与雪津拼抢最为激烈的是青岛啤酒
13、。Tsingtao is currently the key competitor of Sedrin in Fuzhou在福州县级市场发现青岛大量铺货的踪影Tsingtao has a wide market share in counties of Fuzhou,泉州：雪津与青岛，燕京和雪花Quanzhou:Sedrin vs.Tsingtao,Yanjing vs.Snow,泉州是惠泉的大本营。雪花收购了清源啤酒。但在当地表现一般Huiquan is the No.1 brand in Quanzhou in Y07.Snow has purchased Qingyuan but doe
14、snt perform well基本上在城区以雪津为主，但县市青岛利用一些促销活动开始大力渗透Sedrin is the major brand in urban area while Tsingtao is penetrate the counties through promoting,厦门：竞争激烈Xiamen:Fierce Competition,在厦门市场，无论是在广告、促销还是终端销售上，随处可见雪津的身影Sedrin is available both in AD,promotion and sale terminals in Xiamen同时厦门是青啤大白鲨的大本营Xiamen
15、 is home to Da Baisha,漳州：青啤较为强势。Zhangzhou:Tsingtao performs well,漳州下辖八县一市二区。Zhangzhou has 8 counties,1 city and 2 districts青岛啤酒并购了原漳州啤酒厂，形成了以“大白鲨”为主导，“五星啤酒”为辅的产品结构。Tsingtao has merged the former Zhangzhou Beer Industry,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
16、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,电视、公交车体、候车亭、本地日报是啤酒消费者和雪津的目标消费者接触最多的媒体 TV,bus body,bus shelter and local NP have strong influence to our target25至35岁男性有55.3%的人都会每天使用互联网 55.3%of our target use internet everyday,
17、目标消费者看电视一般花费2-4小时Watch TV 2-4 hrs per day,周一至周五看电视2-4小时有63.5%63.5%of our target watch TV for 2-4 hrs per day from Mon to Fri周六、日看电视相对平进更长一些，有71.5%的人会看2-5小时。71.5%of our target spend 2-5 hrs watching TV on weekends啤酒饮用者相对25-35岁男性看电视时间更长。Beer drinkers spend even longer time watching TV,Data source:CMMS
18、2008 Spring(2007.1-2007.12),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,Data source:CMMS2008 Spring(2007.1-2007.12),目标消费者喜欢收看的电视节目研究Popular TV programs among target consumer,啤酒消费者和25-35岁男性喜欢收看国内新闻，国际新闻，娱乐秀，体育运动，国产/香港/台湾电视剧，天气预报节目。Beer consumers and M 25-35 like domestic&inte
19、rnational news,entertainment,sports,domestic/Hongkong/Taiwan series and weather report,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 and jogging,Data source:CMMS2008 Spring(2007.1-2007.12),60%以上的消费者喜欢现代流行音乐和网络游戏More than 60%of our target are fond of pop music and online games,Data source:CMM
20、S2008 Spring(2007.1-2007.12),目标消费者内心洞察Life concept,重视家庭、积极上进，效率、看重事业，是他们内心追求的目标。Key words:family,positive讲究,effective,career.,Data source:CMMS2008 Spring(2007.1-2007.12),目标消费者小结Target consumer understanding,2,3,1,男性25-35岁Male：25-35较高的学历High education level白领阶层More white collar大多数尚为结婚bachelordom中等收入m
21、iddling income,Key words：,Innovative,ambition,Real,TV/Outdoor/Internet,Sport/Music/Game,喜欢尝试新事务 Adventurous and curious 重视家庭和亲人 Love family希望得到家人的认同 Support from family重视朋友之间的友谊 Cherish friendship希望成为同年人中的佼佼者，得到别人的尊重Want to be outstanding and be respected努力向上，事业上希望获得成功Positive,longing for successful
22、 career希望能有更多真心交往的朋友Want to make more real friends,最常接触的媒体是电视和户外Mostly contact TV and OOH medias喜欢上网获取信息Get info from internet喜欢散步、骑自行车、篮球、羽毛球等体育运动Like walking,biking,basketball,badminton,etc.热衷于现代音乐和网络游戏Fond of pop music and online games,小结 Summary,南昌：僵持市场NC:deadlock南昌啤酒在南昌拥有非常巨大的市场优势Nanchang beer
23、has an absolute advantage in Nanchang雪津啤酒一直未能真正占领南昌市场，同时亦面临青岛等品牌的挑战,市场Market,问题Problems,雪津-江西Sedrin-JX,面对雪津的广告，南昌采取积极跟进并且猛烈打击的广告策略 Nanchang beer performs against Sedrin positively雪津的品牌理念无法让消费者深入理解和认同Consumers couldnt get in-depth insights of Sedrins brand concept铺货较好的地方集中在二线城市或县城2nd level cities or
24、counties have a better goods distribution,瞄准县城和二线城市进行集中轰炸，媒介上将采用对二三级城市覆盖较好的省台 Mighty delivery in counties and 2nd level cities thus we will choose PTV 多级媒体运用，Reach3+最大化 Multimedia choosing.Maximize reach 3+运用30秒广告让消费者理解品牌文化 Widely use 30sec duration delivery选择独占性媒体，让竞品无法复制 Choose exclusive medias to
25、 avoid competitors copy,广告策略Strategy,Sedrin hasnt dominate the market yet while facing the competitors like Tsingtao,小结 Summary,雪津-福Sedrin-FJ,市场Market,问题Problems,广告策略Strategy,福建：成熟市场 FJ:mature market雪津拥有非常好的市场基础，品牌忠诚度非常高，09年主要任务：抵制竞争对手进攻 Sedrin performs well both on marketing and loyalty.To resist c
26、ompetitors in Y09厦门和漳州市场，青岛拥有不错的影响力Tsingtao is quite influential in XM and ZZ泉州为惠泉和燕京的大本营Huiquan and Yanjing share the Quanzhou market,青岛从县城以及一些二线城市入手开始逐步渗透我们的市场 Tsingtao penetrates our markets from counties and 2nd level cities,针对青岛的渗透媒介上采用针对性的投放策略，青岛投哪，我们就投哪，以压倒性的优势抵御他们的进攻 Pointed strategy to comp
27、ete with Tsingtao线上线下多级媒体运用，核心指标为Reach3+Take BTL activities as complementary with a core index of reach 3+选择一些创新性的资源，加深消费者品牌印象Try to impress consumers with creative buying,小结 Summary,雪津-浙江Sedrin-ZJ,市场Market,问题Problems,广告策略Strategy,07年四季度雪津开始正式进入宁波市场，但目前为止市场知名度和忠诚度均不高Sedrin has launched in Ningbo sin
28、ce Q4 Y07 but still not yet make it如何进入浙北市场How to strake in the north area of ZJ?,浙江：新市场 ZJ:New market品牌众多，竞争激烈，群雄割据 Many brands.Fierce competition宁波市场认知度和忠诚度最高的还是KK啤酒 KK has the highest consideration and loyalty in Ningbo雪花啤酒目前对宁波市场展开了大规模的推广工作 Snow launched a large-scale promotion in Ningbo 开拓浙北市场
29、To explore the north area of ZJ,利用广告轰炸，保证SOV排名第一 To ensure top 1 SOV 以Reach3+为核心参考指标，做到Reach3+最大化，迅速提高品牌知名度 Maximize reach 3+level充分利用省台覆盖浙北市场，同时在铺货较好的市场采用市台补充投放 To cover the north area with PTV while take LTV complementary in areas with good product distribution,根据目标消费者习惯制定多媒体传播策略 To create multime
30、dia strategy according to target habits,广泛快速的沟通Immediate communication,啤酒知识的沟通Beer knowledge communication,大范围的提示Overall suggestion,互动的沟通 Interaction,心灵的沟通 Psychic communication,目录Index,全国性媒体是否要投放？,USE NATIONAL OR NOT?,ADNETWORK帮助我们优化多层级媒体组合ADNETWORK helps us with optimizing multimedia mix,根据雪津啤酒的目标
31、市场和目标GRPs，AdNetWork将全国超过3000个电视频道可以购买到的广告插口（无论散播还是套播）根据CPM原则进行上百万次的优化组合，最后推荐最优化的结果供客户选择。According to Sedrins target market and target GRPs,AdNetWork will work out hundred millions optimized combinations of all the available AD breaks(package or not)from more than 3000 TV channels and suggest the mos
32、t optimized ones,ADNETWORK优化结果ADNETWORK optimized,我们根据需要覆盖的目标市场进行优化组合，从投入产出比来看，全国性媒体并不建议投放。National TV seems not worthwhile according to an input-output ratio,是否放弃？,Data source:AdNetWork2008,GIVE UP?,把生意做到全国，我们共同的目标！Make the business nationwide is our goal,投放CCTV的3个理由：3 reasons for choosing CCTV1.雪津
33、啤酒的目标是全国性品牌 Make Sedrin a nationwide brand2.帮助全国经销商认识雪津啤酒，为未来进入市场做好基础To increase the BAW among distributors for future marketing3.培养全国消费者对雪津品牌内涵的认知,提升品牌形象Advertise the brand concept nationwide,CCTV投放策略CCTV strategy,策略明确，以拉升品牌形象，为将来市场打基础为目的，因此不会大规模投放 Precise strategy to increase brand image for futur
34、e marketing thus no large scale advertising从投入产出比角度考虑，选择相对性价比较高的栏目To choose programs with relatively higher price ratio 瞄准核心消费人群，选择与用户切合度最高的平台Target at core consumers,to choose medias of high contact degree,三大原则3 major principles,CCTV-5,CCTV-5推荐-NBA季后赛recommendation,项目形式：跟踪热点赛事 Pattern:popular games
35、 tracking执行周期：4月-6月Campaign period:Apr-June广告形式:,折扣：7折Discount:30%off,（注：09年需根据实际操作情况进行调整）,09年福建省媒介投放策略Y09 FJ media strategy,福建省啤酒品牌SOS占比 SOS in FJ,07年10106万15个品牌,08年上半年5252万8个品牌,Y2008 Q1&Q2SOS,Y2007 SOS,惠泉进入08年以来SOS份额锐减，而青岛在福建市场的企图逐步增强，08年SOS仅次于雪津，达到了39%SOS of Huiquan has been decreasing since Y08
36、while Tsingtao is developing fast in FJ with a SOS of 39%just follows Sedrin,Data source：CTR 2007.1-2008.6 Media：ALL,福建省啤酒品牌SOV占比SOV in FJ,Data source：CSM 2007.1-2008.6 Media：TV,从各区来看，青岛在各区的表现均十分抢眼，在SOV上处于绝对的优势Tsingtao performs excellent in each markets and has an obvious advantage on SOV,对手分析青岛投放模式
37、观察Competitive analysis-Tsingtao,高峰期 3+Reach 59.6%维持期 1+Reach 47.2%,高峰期 3+Reach 59.1%维持期 1+Reach 45.8%,Key Market：FZ,青岛主要以省台覆盖投放为主，在省台特别弱的市场采用市台进行补充Mainly use PTV and take LTV as complementation,Y07,Y08,Y07,Y08,Data source：CSM 2007.1-2008.6 Media：TV,对手分析惠泉投放模式观察Competitive analysis-Huiquan,RMB000,高峰期
38、 3+Reach 52.9%维持期 1+Reach 73.3%,高峰期 3+Reach 36.6%维持期 1+Reach 53.4%,惠泉主要集中在泉州以及生态进行投放，08年开始大举投放厦门市台Mainly deliver in Quanzhou and on PTV,mighty use LTV since Y08,Key Market：QZ,Y07,Y08,Y07,Y08,Data source：CSM 2007.1-2008.6 Media：TV,雪津2009年福建媒介目标设定Sedrin Y09 media target-FJ,雪津:省台的选择依据,主要参考CPRP以及到达率,根据我
39、们数据库显示省市台配比在6：4的时候所获得的到达率最高 Sedrin:Our data shows that a PTV<V ratio of 6:4 will provide us the highest reach level,省市台策略:PTV<V strategy,福州Fuzhou,抵御竞品进攻 resist competitors,09年任务task：,泉州、厦门、漳州Quanzhou,Xiamen,Zhangzhou,抢占惠泉、青岛市场份额Compete for Huiquan and Tsingtaos market share,Data source：CSM 2007.
40、1-2008.6 Media：TV,雪津09年福建行程策略&M表Sedrin Y09 Mater Plan-FJ,全年以中长版本的投放为主,年初设定一波短频快的投放,迎合春节的消费高峰,Mainly use the medium-long duration while a period of short duration at a high frequency to cater the Spring Festival4或5月开始上30秒版本广告,这个时间段各大品牌尚未大规模启动广告计划,利用这个间隙,用长版本广告加深消费者对雪津品牌内涵的理解 Start the 30sec duration
41、from Apr or May.6月开始广告战,利用较高的GRPs保证足够的声音份额 Ads competition starts from June.To ensure SOV with relatively high GPRs,青岛和惠泉在当地都有软性合作方案。作为龙头老大，我们在软性合作方面更应该给与对手更大的打击和扩大消费者品牌影响。Both Tsingtao and Huiquan have PIP plans.We should make our PIP plans more powerful to compete with them,非常规广告省台新闻栏目合作Creative b
42、uying-PTV news programs,青岛啤酒欢动2100新晚报,惠泉看东岸,雪津推荐软性合作（参考）占领标志性栏目，体现龙头老大地位。,软性回报内容：广告与节目间过渡片花、节目片尾冠名信息压字幕、主持人口播冠名企业信息、下节内容提示角标、转场版、主持人桌牌,冠名回报模拟冠名标版Program Sponsorship Simulation-board,冠名标版次序Order,片头 starting scene,5秒冠名标版 5sec sponsorship board,15秒广告 15sec duration ad,节目内容 program,冠名回报模拟片花Program Spons
43、orship Simulation-video clips,冠名回报模拟片尾字幕Program Sponsorship Simulation-ending subtitle,冠名回报模拟主持人口播Program Sponsorship Simulation-anchorperson broadcasting,欢迎您回到张裕新闻追追追Welcome back to Changyu News,广告转场版模拟AD transforming board simulation,说明：转场版位于栏目广告段结束后回到节目时过渡位置，企业信息约占屏幕1/3，时长5秒。Notes:After the inser
44、ted Ads,right before back to the program.Brand info shares 1/3 of the screen and lasts for 5 seconds,下节关注模拟Program forecasting,说明：角标约占约1/20屏幕大小，时长约10秒。Notes:The corner-tag shares 1/20 of the screen and lasts for 10 seconds,桌牌模拟Desk board Simulation,桌牌广告是指在新闻节目播放期间，在主持台上一侧放置一立牌，上挂企业logo或产品名称的特殊广告形式。A
45、n AD board on the desk by the anchorperson.桌牌广告出现在节目播放过程中，跟随主持人播报出现，连续滚动播出、次数多、时间长，传播性价比高。Attach to the program with high frequency,long duration and profitable PPR.桌牌广告随节目播出，节目收视率等于广告收视率，到达率高。Desk AD board shares the ratings of the program with high reach level.观众在收看节目的同时能收看到商品广告，关注力高，更容易产生品牌嫁接。Hig
46、h contact degree to achieve brands grafting柔性广告形式，观众抵触力小，尤其适合成熟品牌进一步锻造品牌价值感。Placement pattern is good for consolidating developed brands image.,09年浙江省媒介投放策略 Y09 ZJ media strategy,浙江省啤酒品牌花费占比SOS in ZJ,08年1-6月10824万26个品牌,07年22599万28个品牌,众多品牌割据，市场竞争异常激烈，但目前不存在真正意义上的省级品牌 Fierce competition of many brands
47、 yet no real provincial one.竞品中以燕京和雪花啤酒对浙江的渗透最为厉害 Yanjing nd Snow have relatively higher rate of penetration,Y2007 SOS28 Brands,Y2008 Jan-Jun SOS26Brands,Data source：CTR 2007.1-2008.6 Media：ALL,主要市场前三品牌SOV占比 SOV of Top 3 brands in key markets,宁波市场目前竞品尚未开始真正的广告进攻，KK和雪津拥有明显的优势 KK and Sedrin have obvio
48、us advantages浙北地区，雪花啤酒优势最为明显，其次为燕京啤酒 Snow performs excellent in the north part of ZJ,follows with Yanjing,Data source：CSM 2007.1-2008.6 Media：TV,对手分析雪花投放模式观察Competitive analysis-Snow,雪花啤酒采用省市台结合，多级媒体覆盖的策略Snow uses PTV<V,Y07,Y08,Y07,Y08,Data source：CSM 2007.1-2008.6 Media：TV,对手分析燕京投放模式观察Competitive
49、 analysis-Yanjing,GRP,高峰期 3+reach 30%维持期 1+reach 40%,Key Market:HZ,高峰期 3+reach 45%维持期 1+reach 2040%,燕京啤酒主要利用浙江省台进行投放PTV is the major choice of Yanjing,Y07,Y08,Y07,Y08,Data source：CSM 2007.1-2008.6 Media：TV,雪津2009年浙江媒介目标设定Y09 Sedrin media target in ZJ,雪津:09年的重要战略城市为宁波，其次为开始影响浙北地区，因此省台仅会选择将考虑对绍兴和舟山地区到
50、达率有较大帮助的频道进行投放Ningbo is the key market for Serin in Y09,follows with the north area of ZJ.,省市台策略 PTV<V strategy：,09年任务 task：,新市场 强势进攻New market adverting bombing,Data source：CSM 2007.1-2008.6 Media：TV,雪津09年浙江行程策略&M表 Y09 Sedrin master plan in ZJ,宁波地区在1-2月年前为迎合春节消费高峰主打一波短频快的新年广告，4月开始运用中长版本进行广告投放，6-8
