【正文】 amp。 Today’s Presentation ? A brief introduction on 3D ? News 3D brings to Sony ? Executive Summary BJ WH CD FZ GZ XA SY ? N= 4,181 respondents aged 1564 respondents ? Represents 8 cities in China ?Hair Care ?Shower Cream ?Detergent ?Skincare ?Bar Soap ?Oral Care ?Candy ?Mint Candy ?Chocolate ?Coffee ?Fresh Milk ?Powdered Drink amp。 Concentrate ?Soft Drinks ?Desk Top Computer ?Mobile Phone ?Fast Food ?Instant Noodles ?Essences/Vitamins/Tonics ?Cold Remedies ?Film ?Sanitary ?Refrigerator ?TV ?Washing Machine ?Car 25 Categories SH Why it’s special? ?Identification of target groups who offer the best potential for brand development ?Social segmentation and extensive attitudinal measures. ?Detailed and new media behaviour measures Competitive Advantage 1st D 1st D Who are your loyal consumers, who are the strong potential 2nd D What type of people are? 3rd D Media consumption habit 1st “D” 3D Pyramid can tell you, your consumers in different level Familiarity Awareness of the brand Understanding of the brand offering Emotional attachment Of the advantages they see with brands in this category, are more than half of them with this brand? Committment Do they see at least one advantage with this brand? Preference Delivery Functionality Does it meet performance criteria? Is the quality or price appropriate? Consideration Is it a brand they would consider, is itrelevant to them? Why are loyal consumers important? those who sit the top of the pyramid Familiarity Consideration Delivery Preference Commitment High share of expenditure on the brand in the category Low share of expenditure on the brand in the category Validation of the BrandDynamics? Pyramid Familiarity Consideration Delivery Preference Committed Share of Wallet BrandDynamics? Pyramid 72836375212 16 17 20 50 2nd 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 Ambient Neighbor Traditionalists Pessimists Custodians Individualists Sophisticates Explorers Followers Who are the flu sufferer? Individualists ? 17% of the population, higher ine groups and skewed toward big cities. ? Very confident in their outlook and felt superior to others. ? Risk taker. ? Low in traditional value. ? Being superior, they tend to least value others opinions and low in munity spirit. ? Least likely to be environmental friendly. ? Not much opinion on media as their focus is on accumulation of wealth. ? Very much a Self Centered and unhappy person. Explorers ? 12% of the population, significantly from the teens and early 20s, slightly female skewed ? Mainly from a non personal ine group ? Like to try new things and highly image conscious. ? Like to be different from other. ? Spontaneous. ? Inter has bee a part of their routine. ? Technology is an integral part of their lives. ? Like to watch Foreign TV program. ? Tend shop with parents. ? Least likely to stay at home. ? Least likely to think about family life. ? Carefree, optimistic about China’s future. Followers ? 14% of the population, more likely from smaller cities ? Desire to consistently please and agree. ? Early adopters in terms of fashions, product and technology. ? Felt that money is the symbol of status. ? Tend to worry both about a small day to day matter and most likely to worry about their future. ? Enjoyed shopping and more likely to buy product they seen on advertisement. ? A pleaser who are worn out because they are afraid of being left out. Sophisticates ? 12% of the population, male skewed , aged between 2534. ? Came from a higher ine homes. ? High self confident and natural leaders. ? Like to differentiate themselves. ? Workaholic. ? Sociable and enjoyed night out. ? Felt that designer brands are important to portrait self image. ? Fancy working with foreign enterprises. ? Would like to live abroad. ? Early adopter. Custodians ? 10% of the population,skewed to females, aged 4564 and of lower ines. ? High traditional family value. Family is the most important thing in their life. ? Tend to patron the same outlets