【正文】 1900 2,524 2,880 4,533 1930 1,347 1,700 3,570 2023 2,198 2,550 5,464 2100 4,500 4,935 38,250 2145 7,247 8,606 137,700 2245 15,300 12,240 N/A CPRP varies by target and time 9. CPRP CPRPs 會隨著時(shí)間或其他因素而改變 。 Husband are key purchaser ? Age 2845 (married) ? College or vocational school graduate ? Monthly household ine: RMB + ? In urban cities, they are the new generation of working class group who are moving up their standard of living by upgrading their household goods. In secondary cities, JV and import brands are now considered as part of their list whereby quality service is a trade off for the premium price . local manufactured brands. 品牌回顧 對象市場 ? Psychographics : ? Household products are “ big ticket ” price items. The housewife are particularly susceptible to advertising influences, promo offers which would affect their interest. Reach need to be reminded of a good brand as part of purchase consideration is a must as they are more keen to be influenced by wordofmouth, advertising, instore push. ? Husbands would be the critical decision maker, who would explore on the technical details of what the product would offer. They are more rationale, tend to find informations through credible mediums (trade journals, etc..) where product offers are more widely searched. 我們在那里 ? ? SIEMENS is a well known German international pany. ? Most know of SIEMENS within the telemunication / industrial context. Not many people have experience / knowledge of it as a household appliances brand. ? The knowledge that SIEMENS is a German pany means product quality is a given : “ I didn’t know SIEMENS produces refrigerators, if they do, I might want to take a look. I think their products should have good technological foundation and excellent craftsmanship.” ? The fridge is as good as the freshness of food it stores: “ Keeping the freshness of food better and longer are the most import functions for my fridge” 我們往何處走 ? ? After seeing our advertising, we want consumers to know that SIEMENS refrigerators are modern in style, technology, and functions。西門子家電 Remarkable performance. Just what you want. SIEMENS household appliances ? SIEMENS world wide campaign colored appliances 競爭對手媒介分析 ? 內(nèi)容 ? 數(shù)據(jù)來源 SRG Adquest ? 涵蓋 62個(gè)城市 ? 215個(gè)頻道 ? 149份報(bào)紙 ? 69個(gè)雜志 ? 分析內(nèi)容 ? 整體類別花費(fèi) ? 主要對手的花費(fèi) /廣告占有率 ? 地區(qū)與品牌分布 ? 季節(jié)性 ? 媒介運(yùn)用 整體類別花費(fèi) ? 必須先界定直接與間接競爭對手的分類 ( Coffee vs tea ) ? 必須要有同時(shí)間的比較 ? 帶出整體類別的品牌的廣告占有率 全國所有媒介 343,125405,643250,6480100,000200,000300,000400,000500,000600,000700,0001997 1998SepDecJanAug+% 全國媒介占有率 SOS 1997松下 15% 創(chuàng)維 5% 高路華 4% 飛利浦 5% 東芝 5% 其他 22% 康佳 6% LG 8% 索尼 8% 三星 9% TCL 10% 長虹 3% 6% 東芝 7% 康佳 8% 飛利浦 8% 索尼 9% 松下 13% 創(chuàng)維 7% 高路華 3% 其他 26% 三星 5% LG 4% 長虹 3% 全國所有媒介 品牌 97 % % 98 % 松下 86,730 % 50,757 % 50,335 % TCL 57,540 % 33,880 % 22,193 % 三星 53,023 % 27,554 % 22,273 % 索尼 47,870 % 19,172 % 35,087 % LG 46,666 % 32,587 % 15,647 % 康佳 36,065 % 21,123 % 31,564 % 東芝 29,843 % 17,960 % 29,953 % 創(chuàng)維 29,652 % 20,556 % 27,589 % 飛利浦 27,115 % 15,624 % 33,933 % 高路華 24,096 % 9,538 % 10,601 % 長虹 19,997 % 16,727 % 13,777 % 海爾 0 % 0 % 5,492 % 其他 155,176 % 94,378 % 126,385 % 總計(jì) 593,776 % 343,129 % 405,560 % 啟示 ? 同期 1－ 8月比較，全國花費(fèi)只增加 %，如若考慮到 媒介調(diào)價(jià) ，整個(gè)市場沒有很大的增幅 ? 而且，整個(gè)市場的主要品牌，沒有很大的變動 ? 松下仍維持最高位 ? 增長幅度較多的是索尼、飛利浦及康佳 ? 長虹仍維持在 34%的占有率上 ? 在花費(fèi)沒有很大的增長，競爭激烈的情況下 ,我們更需要的是 : “經(jīng)濟(jì)效益” 所有品牌所有媒介 地區(qū)分布 10% 廣州 5% 北京 8% 中央臺 37% 上海 9% 廣州 8% 北京 11% 中央臺 31% 其他 41% 其他 39% 廣告占有率 地區(qū)分布 1997 品牌 中央臺 北京 廣州 上海 其他 松下 10% 17% 9% 12% 51% TCL 60% 10% 5% 3% 22% 三星 12% 20% 4% 11% 52% 索尼 0% 14% 17% 11% 58% LG 2% 18% 8% 23% 49% 康佳 60% 4% 7% 9% 20% 東芝 3% 20% 11% 11% 55% 創(chuàng)維 44% 3% 17% 3% 33% 飛利浦 42% 9% 9% 7% 33% 高路華 60% 3% 3% 4% 30% 長虹 58% 5% 7% 3% 28% 其他 43% 7% 7% 5% 37% 總計(jì) 31% 11% 8% 9% 41% 廣告占有率 地區(qū)分布 1998 品牌 中央臺 北京 廣州 上海 其他 松下 15% 14% 11% 18% 42% 索尼 0% 10% 8% 9% 73% 飛利浦 4% 11% 6% 13% 66% 康佳 55% 3% 6% 7% 29% 東芝 6% 17% 4% 13% 60% 創(chuàng)維 60% 4% 9% 5% 22% 三星 61% 8% 3% 13% 15% TCL 57% 7% 3% 6% 29% LG 37% 14% 3% 12% 34% 高路華 71% 0% 1% 2% 26% 長虹 61% 1% 2% 2% 33% 海爾 43% 19% 0% 0% 38% 其他 51% 5% 3% 11% 31% 總計(jì) 37% 8% 5% 10% 39% 廣告占有率 地區(qū)分配 1997華南 14% 東北 % 華北 12% 中央臺 37% 華東 % 華南 16% 華北 17% 中央臺 31% 西南