雪津啤酒2009年媒介策略建议案(1)(1).ppt
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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
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