【正文】 and purchase the same brand. ? High dependency on TV. ? More likely to stay at home than going out. ? Thrifty when e to finance, price conscious. ? Do not keep up to date with technology and fashion. ? Generally a very contented person. Amiable Neighbors ? 13% of the population, slightly female skewed. ? More likely to be from bigger cities. ? Traditional outlook on life. ? Careful with money. Saving is also one of their significant habit. ? Not a risk taker. ? Generally a contented group. ? Have a strong munity values. ? Fell that the TV and Newspaper are reliable source of information. ? Quite optimistic about the China’s future. Traditionalists ? 12% of the population, slightly male skewed. ? More likely from smaller cities and lower ine groups. ? Felt that married and accumulation of money are an integral part of life. ? Women should look after family, prefer son to daughter. ? Low interest in financial issue. ? Unlikely to go for branded goods and price conscious. ? Unreceptive to TV Advertising. ? Not a highly sociable person. Pessimists ? 10% of the population,skewed towards the early 30s. ? More likely from lower ine group. ? Untrusting and doubtful about everything. ? Fell China is Corrupt and widening gap between rich and poor. ? Think very little of Chinese Media. ? TV Advertisement are too hard to understand and tend to zap TV mercials. ? A non early adopter. ? Generally pessimistic about life in China. 3rd D 1st D Who are your loyal consumer, who are the strong potential 2nd D What type of people are? 3rd D Media consumption habit No Familiarity Topical Issues/ Documentaries Domestic News Preference Familiarity Entertainment/ Variety Show Hong Kong/ Taiwan Serial Music/ MTV Commmitted Brand Level and Program Preference? 3D amp。 999 Study China cold remedies market by 3D Cold Remedy Brands Covered in 3D ?Tylenol ?Gaitianli While amp。 Black Pill ?Contac ?Bufferin ?Gankang ?Yibai Keke ?Fortune Coltalin ?SKamp。F Panadol Brand Usage 0%10%20%30%40%B u ffe r i n Y i b a i K e k eC o u g hC a p s u l e C o n t a c F o r t u n eC o l t a l i nC o l d T a b l e t S K amp。 FPa n a d o l G a i t i a n l iW h i l e amp。B l a c k Pi l l G a n k a n g T y l e n o l C ol d R e m e di e s C ur r e nt l y B uy / U s e C ol d R e m e di e s P l a nn i ng t o B uy / U s e% Key Brand in Key Markets Currently Using 0%20%40%60%80%100%BJ SH GZ CD SY WH FZ X i 39。a nT y l e n o lG a n k a n gW amp。 BP a n a d o lF o r t u n e C o n t a c1 0 0 Ke k e B u f f e r i n% Key Brand in Key Markets Planning to Use Next Time 61% 57% 51%3%12%16%7% 4%47%35%22%21%32%32%30%35%25%13%6%11%26%33%14% 22%14%6%8%39%41%41%11%30%32%38%33%18%16%27%32%15%0%20%40%60%80%100%BJ SH GZ CD SY WH FZ X i 39。a nT y l e n o lG a n k a n gW amp。 BP a n a d o lF o r t u n e C o n t a c1 0 0 Ke k e B u f f e r i nFuture Trend BJ SH GZ CD SY WH FZ X i a nB u f f e r i n 5% 3% 9 % 0% 3% 4% 2% 2%1 0 0 k e k e 0% 2% 0% 0% 3% 0% 0% 0%C o n t a c 10% 1% 4% 4 % 5% 1 % 1 % 4%F o r t u n e 0% 1% 1% 1% 0% 0% 1% 0%P a n a d o l 1 % 1 % 1 % 3% 0% 1% 0% 1%W amp。 B 9% 3% 1 % 2% 8% 12% 6% 5%G a n k a n g 4% 2% 1 % 6% 7% 9% 0% 8%T y l e n o l 12% 9% 3% 2% 3 % 11% 2% 3%+: Increase : Decrease 0: keep still ?Bufferin has plunge in GZ ?Contac has potential to gain more market in BJ ?Tylenol also has potential in BJ, SH, amp。 WH So, who are the Top Cold Remedy brands in China Depends on “What Counts? Brand Strength Analysis Base: All Skincare User(3175) Tylenol 64%58%57%47%6%Level 31 3 2 Committed Preference Delivery Consideration Familiarity 56%54%54%51%20%Bufferin Level 41 10 1 6 ?Bufferin has a very strong performance, dropout % is very slim Base: All Skincare User(3175) Contac Bufferin 81%74%69%58%12%Committed Preference Delivery Consideration Familiarity Level 46 9 5 7 56%54%54%51%20%Level 31 3 2 Brand Strength Ana