達(dá)能媒介提案(英文版)-展示頁(yè)
2025-01-23 23:25本頁(yè)面
【正文】 Market Reach cutting point SH 550 NJ 575 YZ 450 NB 500 SZ 520 CZ 600 BJ 500 ZJ 350 HZ 450 XA 450 WH 400 216。Tier 3: BJ / JX / XA / NT / WH 10Media Strategy – medium weight IIIl Based on following criteria to set up media weight216。Tier 1: SH / NJ / YZ / NB216。 Market priority Market Sales market share Rank SH 26% 1NJ 6% 2YZ 6% 3NB 6% 4SZ 5% 5WX 5% 6CZ 5% 7BJ 5% 8ZJ 3% 9HZ 4% 10HuZ 3% 11JX 2% 12XA 2% 13NT 1% 14WH 1% 15216。 Competitive situation216。 Strong impact to emphasize brand image 216。 Highest coverage 216。Danone Tiger 2023Media Remendation1Media Objectivel Key challenges for TUClTotal Savory segment dropping, while TUC still facing high petition from Pacific Soda, Danone HiCa Soda and KSF 3+2lMore and more mass market brands enhance the petition by low pricing strategy (XXX?)l Media ObjectivelLaunch new TVC to build up the new “essentiality” brand image.lBuild leadership position in biscuits category in eastern regionlExpand to new market in northern, southern and western region to speed up building brand awareness2Planning Considerationsl Target AudiencelFemale adults aged 30+l Creative Formatl30” 15”lNew TVC Repositioning TUC within essentiality platforml Target MarketlShanghai / Nanjing / Yangzhou / Ningbo / Suzhou / Wuxi / Changzhou / Beijing / Zhengjiang/ Hangzhou / Huzhou /Jiaxing / Xi’an / Nantong / Wuhanl Budget216。12,000,000RMB (Net)3Media Str
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