策略培训课程 英文版（六）.PPTVIP

Delivering The Unassailable AdvantageCastrol 1999 Media Recommendation Date : Sep 14, 1998 The Role of Media For Castrol CASTROL’s media money need to be invested as effectively as possible to achieve returns from the advertising as well as to compete the direct rivals, i.e. SHELL, MOBIL: - to the right people - at the right time - in the right place - at the right amount of times Effective Media Planning/Buying Market Support / Budget Guidelines Media Objective To maintain the brand awareness stimulate sales To 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 users 23-45 years old middle income level: around ￥ 1,000 Applying The Media Strategy Communication Tasks Communication Goals To condense media weight to achieve the top of the mind product Currently, minimum effective weight need to be established for meaningful communications - GRPs … effective reach, also the competitive environment Agency’s Recommendation: - Competitive levels vary from a monthly low of 105 GRPs to 1123 GRPs - Monthly benchmarks for Castrol: Minimum 200 GRPs 50% 1+ reach Recommended 400-600 GRPs 60%-75% 1+ reach Optimum 700-800 GRPs 80%-85% 1+ reach Competitive TV Weight In CASTROLs Markets Focus On Primary Markets Concentrate TV weights in the established sales distribution areas according the 1998 roll-out markets: Region SOV GRP Threshold GD/FJ/SC/GX/HN 55% 600 Jiangsu 20% 500 Zhejiang 15% 500 Shanghai 10% 500 Minimum active months: 3 months for above areas. TV Buying Tactics In order to deliver the unassailable advantages over the competition and capture the brand share from the c