实力传播Delivering The Unassailable Advantage Castrol Media Recommendation.ppt

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1、Delivering The Unassailable AdvantageCastrol 2002 Media Recommendation,Date:Sep 14,2002,The Role of Media For Castrol,CASTROLs media money need to be invested as effectively as possibleto achieve returns from the advertising as well as to compete the directrivals,i.e.SHELL,MOBIL:-to the right people

2、-at the right time-in the right place-at the right amount of times,Effective Media Planning/Buying,Effective Buying,Understanding Audiences,Supporting Regionality,TacticalTiming,Media Usage,Market Support/Budget Guidelines,Budget:16 Mil(Gross)Market:The same as in 1998-GD/FJ/SC/GX/HN-JS/ZJ-SH,Media

3、Objective,To maintain the brand awareness&stimulate salesTo condense TV weight across the high media consumption period To dominate the media SOV over the roll-out markets,Targeting Requirements,Recap the target audience over 1998 campaign:Motorcycle users23-45 years oldmiddle income level:around 1,

4、000,Applying The Media Strategy,Communication Tasks,Key Issues For Castrol,Buying Tactics,Scheduling,Communication Goals,To condense media weight to achieve the top of the mind productCurrently,minimum effective weight need to be established for meaningful communications-GRPs effective reach,also th

5、e competitive environmentAgencys Recommendation:-Competitive levels vary from a monthly low of 105 GRPs to 1123 GRPs-Monthly benchmarks for Castrol:Minimum 200 GRPs50%1+reachRecommended400-600 GRPs60%-75%1+reachOptimum700-800 GRPs80%-85%1+reach,Source:CSM May-Aug 98,Competitive TV Weight In CASTROLs

6、 Markets,CityShanghaiGD/GZJiangsuFujianSichuanHenanGuangxi,BrandsShellMobilShellMobilShellMobilShellMobilShellMobilShellMobilShellMobil,97 J F M A M J J A S O N D 98 J F M A M J,418 87 485 263 368 18 10,306 395 969 355 445 105 829 370 58 1123 54 436 110 578 211 64 316 74 53 54 600,442 606 303 199 25

7、1 365 465,372 174 91 455,280 84 175 8,90 213 35 9 37 60 28 43,324 174 161 117 358 108 11 124 161 500 10,Unit:TARPs/Source:MMS/X&L 1998,Focus On Primary Markets,Concentrate TV weights in the established sales distribution areas according the 1998 roll-out markets:Region SOV GRP ThresholdGD/FJ/SC/GX/H

8、N 55%600 Jiangsu 20%500 Zhejiang 15%500 Shanghai 10%500Minimum active months:3 months for above areas.,(2)Program Selection,(4)Format Usage,TV Buying Tactics,In order to deliver the unassailable advantages over the competition and capture the brand share from the competitor,our buying tactics applie

9、d is based on our main competitors tactics on our roll-out markets.,(1)Channel Mix,(3)DaypartSelection,TV Buying Tactics:Channel Mix-Shanghai,%,%,Competitive activities diversified into multi-channel deployment:Implications:multi-channel mix is the key to maximise the target reachin Shanghai,1997,Ja

10、n-Dec,1998,Jan-Jun,Source:X&L,TV Buying Tactics:Channel Mix-GD(Guangzhou),%,1997,Jan-Dec,1998,Jan-Jun,Mobil deployed more on provincial TV/Shell focused on cable TV relativelyImplications:To focus on city cable channels/deploy the local channel into smaller cities.,Source:X&L,TV Buying Tactics:Chann

11、el Mix-Nanjing,%,%,Same as Shanghai,several TV channel mixed:Implications:Its important to select multi-channel mix.,1997,Jan-Dec,1998,Jan-Jun,TV Buying Tactics-Channel MixFuzhou,%,1997,Jan-Dec,1998,Jan-Jun,Shells strategy most likely deployed in provincial than in city,also together with some local

12、 channels Implications:provincial&city channel mix is the key,%,TV Buying Tactics:Daypart Selection/Program Selection-Shanghai,Source:X&L,1997,Jan-Dec,1998,Jan-Jun,Late News,News,Sports/Variety,Drama,Sports,Sports,Sports/Variety,News,Drama,Drama,Sports/F-1,Sports&news programs are the main programs

13、the competitors focused.to concentrate on sports program to head on competition,TV Buying Tactics:Daypart Selection/Program Selection-GD(Guangzhou),Source:X&L,Drama,1997,Jan-Dec,1998,Jan-Jun,Sports&drama programs the competitors focused often.to explore other opportunities like news program.,Drama,D

14、rama,News,Drama,Drama,Drama/Variety,Drama,Sports,Drama,Sports,News,TV Buying Tactics:Daypart Selection-Zhejiang,Source:X&L,1997,Jan-Dec,1998,Jan-Jun,Drama&variety programs are deployed mainly by the competitors to diversify program selection to avoid the media clutter.,Drama,Drama,Variety/Drama,Vari

15、ety/Drama,Drama,News,TV Buying Tactics:Daypart Selection-Fujian,Source:X&L,Drama,Drama,Drama/variety,News,Drama/variety,1997,Jan-Dec,1998,Jan-Jun,Drama&variety programs are deployed mainly by the competitors,TV Buying Tactics:Format Usage-Shanghai,%,%,Competitors mainly deployed 30”Implications:long

16、 format to deliver enough ad message towards target,1997,Jan-Dec,1998,Jan-Jun,Source:X&L,TV Buying Tactics:Format Usage-Guangzhou,%,%,30”was still mainly used.Implications:to use long formats due to the competitive environment,1997,Jan-Dec,1998,Jan-Jun,Source:X&L,TV Buying Tactics:Format Usage-Nanji

17、ng,%,%,TVC format mix was widely used Implications:.to use 30”format to strengthen the newly established market,1997,Jan-Dec,1998,Jan-Jun,Source:X&L,TV Buying Tactics:Format Usage-Fuzhou,%,%,Competitors mainly used 30”;In 1998,Shell deployed its TVC format into mix of 15”/30”and 45”Implications:.to

18、make consistent TVC format to attract more targets.,1997,Jan-Dec,1998,Jan-Jun,Source:X&L,Scheduling,To commence the activity ahead of the peak of competitive investment to make early noise ahead of competitor.Since the different competitive activities vary in different areas,we invest in different p

19、eriods in different areas.GD/FJ/SC/GX/HN-to start from the end of February(After CNY)1999 JS/ZJ/SH-to start from March 1999,Media Opportunity For Castrol,TV Viewing Habit:On-target TV Program Consumption-GZ,Source:CMMS 1998,Sports Program appeals to our target-Male,23-45,Motor-cycle Users,Attitude:O

20、n-target Sports Program Consumption,Source:CMMS 1998/Target:23-45,male,motor-cycle ownersWatched any sports as a spectator,Soccer games is the favorite sports appeal to our target.,Opportunity in Guangdong(I),TV Station:Guangdong Star TVProgram Name:English Premier LeagueTV Package:English Premier L

21、eague Ads PackageBroadcasting Timing:Time A-Total 35 Matches1998 Aug 15 begin,Saturday 21:551998Nov 7 begin,Saturday 22:551999Apr 3 begin,Saturday 21:55Time B-Total 10 matchesSunday 22:55 5 gamesSunday 23:55 5 gamesAds Position:Gold Package-Diamond Package-Preside-First Half Match-Diamond Package-Go

22、ld Package-Preside-Second Half Match-Diamond Package-Gold Package-Preside.,Opportunity in Guangdong(I),Cost For Sponsor:Diamond Ads Package30”RMB 839,80015”RMB 525,300Total 45 match,3 spots/match 135 spotsGold Ads Package30”RMB 635,80015”RMB 414,800Total 45 match,3 spots/match 135 spotsBackground Bo

23、ardSponsor xxx Ads PackageRMB 1,179,800Formx x xEnglish Premier LeagueTotal 135 spots,Opportunity in Guangdong(II),TV Station:Guangdong Star TVProgram Name:English Soccer LeagueTV Package:English Soccer League Ads PackageBroadcasting Timing:Third Round MatchesJan 2,322:55Forth Round MatchesJan 16,17

24、22:55Fifth Round MatchesFeb 13,1422:55Sixth Round MatchesMar 13,1422:55Semi FinalsApr 3,421:55FinalsMay 2221:55Ads Position:Gold Package-Diamond Package-Preside-First Half Match-Diamond Package-Gold Package-Preside-Second Half Match-Diamond Package-Gold Package-Preside.,Opportunity in Guangdong(II),

25、Cost For Sponsor:Diamond Ads Package30”RMB 193,80015”RMB 134,300Total 11 match,3 spots/match 33 spotsGold Ads Package30”RMB 142,80015”RMB 100,300Total 11 match,3 spots/match 33 spotsBackground BoardSponsor xxx Ads PackageRMB 287,300Formx x xEnglish Soccer LeagueTotal 33 spots,Opportunity in Shanghai

26、(I),TV Station:SCATV 3-Sports ChannelProgram Name:English Premier LeaguePeriod:1998 Aug 25-1999 May 15Broadcasting Timing:Column:Tuesday18:30Match:Tuesday20:00Entitlements:Column&Match have been sponsor of xxxx1 x(5”+30”)Opening&Closing per Column1x(5”+30”)Column and Match,Before&InsideSCATV3 Before

27、 and After News,Every Tuesday 5”Billboard Costs:Sponsor:RMB 1,070,000Regular buy:30”9,000,Opportunity in Shanghai(II),Costs:Sponsor:RMB 749,000Regular buy:30”6,30015”4,200,Budget Summary(Option I),Cities TVSplit(Net RMB000)Guangdong/Fujian/Sichuan/Guangxi/Henan 7,310,00051%Jiangsu 2,692,80019%Zhejia

28、ng 1,927,20013%Shanghai 2,510,40017%Total14,440,400 100%,Grand Total(Gross):16,106,875,Budget Summary(Option II),Cities TV Sponsor Split(Net RMB000)(Net RMB000)Guangdong/Fujian/Sichuan/Guangxi/Henan 8,170,000 693,80052%Jiangsu 3,141,60018%Zhejiang 2,248,40013%Shanghai 2,928,80017%Total 16,488,800 693,800 100%,Grand Total(Gross):19,165,535,Concept Plan,