广告媒介竞争对手分析.ppt

竞争对手分析竞争对手分析•市场分析–广告分析-客户服务部–媒体分析-媒介部广告分析•市场现状–类别分析(直接 VS 间接)–品牌/产品•数量(旧有品牌,新增品牌)•合资 VS 本地•类同产品/互补产品包装•价格分别•包装•功能•销售渠道•市场活动–市场分额的改变 (延续性的比较)–消费行为–地域分布广告分析•广告现状–品牌/产品•定义/定位•素材( 电视,平面, 广播)•广告角色•诉求点•元素•支持点•语调/态度–客户品牌回顾举例西门子冰箱竞争对手分析报告•最新调研发现中国城市拥有冰箱的平均数已达69%. •冰箱在80年代中开始普及,经过10年的使用,大约有70%的家庭户会在90年代底开始替换冰箱,根据调研,有14%的農村家庭及19%的城市家庭有意向在未来2年里购买冰箱 •1997年8月份的市场分额–海尔33%–新飞 11%–容生 11%–上零10%–美灵 9%竞争对手分析报告 •以市场潜力来看,以下是每100个家庭户拥有最高率的5大城市:–深圳 (106)–北京 (105)–杭州 (104)–上海 (101)–广州 (100)•容量: 大多数本地及外资的冰箱制做商集中生产在190- 239 ltr 系列,配合中国消费者的需要,西门子将生产在 200, 212, 及 240 系列–海尔已开始在大城市生产较大容量的冰箱,同时,有全国的推广策略,以较少容量的产品进军二类市场•价格: 西门子价位在3.400 到 4,100人民币之间,亦即直接与松下,海尔在同.200-240 ltr的系列上竞争竞争对手分析报告 •以品牌知名度,购买意向,全国市场分额来对比,￿海尔,容生,￿上零,￿美零,以及新飞,￿是现在中国的最低大品牌. (AMI China , Nov 1997)–1-10月 1997- 广告分额 海尔28% 新飞17% 容生15% 美零 8% 松下 2%竞争对手分析报告 大多数合资品牌强化了新的大多数合资品牌强化了新的 BF (底下冰冻底下冰冻),),以最新的科技发明了以最新的科技发明了如无霜等如无霜等.•￿￿￿￿技术新发明技术新发明 ￿ ￿-￿-￿CFC,无霜无霜- 电子温度控制电子温度控制- 双倍速度的冰冻双倍速度的冰冻竞争对手分析报告 • •￿ ￿ ￿ ￿本地及合资品牌亦同时以方便本地及合资品牌亦同时以方便, ,可靠可靠, ,及售后服务作为诉求点及售后服务作为诉求点, ,自然自然的提高已普及的证明的提高已普及的证明: :• 方便方便- - 上格贮藏上格贮藏, ,下格冷冻下格冷冻 - - 分类贮藏分类贮藏- - 更大空间更大空间- - 两门两门- - 安静安静• 可靠可靠- - 不稳定电压下的温度保持不稳定电压下的温度保持• 服务服务- 24 - 24 小时服务热线小时服务热线竞争对手分析报告 •再看竞争对手诉求:–海尔: 第一代无霜冰箱–容生: 1991-96年最高销售–美零: 不同分格保鲜系统 –上零: 40度下热带天气操作模式–新飞: 友好环境的冰箱专家–Sharp: 超大容量及不锈钢分层竞争对手分析报告 •未开发领域–安全玻璃–前门电子版 –隐藏式扶手–全球第一无霜冰箱•大多数冰箱在沟通策略上还处于技术相同的术语上,最终消费者的利益点还未完全被开发品牌回顾-定义• As a person, SIEMENS is an engineer. Someone for whom quality and detail are both equally important. And someone who is proud of the fact that everything he does is of benefit to someone.• As a car, SIEMENS is more a Volvo than BMW. Both are quality motor cars, but the Volvo is not a technically advanced nor as stylish as the BMW. 品牌回顾-市场目的•Reach the volume sales target of 40,000 units for 1998 ( Share of market 0.4%) •To compete with JV products in the middle to high end refrigerator category•Successfully roll out a total of five models (4 BF, 1TF) in the range of 200 - 240 ltr capacity, with pricing points set within 3.4 to 4K RMB品牌回顾-广告角色• To develop a clear & unique positioning for the SIEMENS refrigerators, which should amplifies the household appliances’ performance driven platform•Introduce the top-of-line KG 21E00 as a flagship model, and expand the communication to support the whole KS and KG series•Build Brand Preferences for SIEMENS Household Appliances品牌回顾-对象市场•Demographics : –Female skewed aged 28 - 45 (married)–Working class / Housewife as key influencer ; Husband are key purchaser–Age 28-45 (married) –College or vocational school graduate–Monthly household income: RMB 2.5K+ –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 v.s. local manufactured brands. 品牌回顾-对象市场•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 word-of-mouth, advertising, in-store 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. 我们在那里?• SIEMENS is a well known German international company.• Most know of SIEMENS within the tele-communication / industrial context. Not many people have experience / knowledge of it as a household appliances brand. • The knowledge that SIEMENS is a German company 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”我们往何处走?• After seeing our advertising, we want consumers to know that SIEMENS refrigerators are modern in style, technology, and functions; and that they can be trusted to perform -- keeping your foods fresh as they should be.• The consumers are attracted by the fine finishing of the fridge, and with outer LCD temperature control panel, it denotes high tech: “SIEMENS refrigerators looks great, and with their German technology, it should be an ideal fridge for my family. I can trust SIEMENS to take care of the freshness of my food.”按纽•The Freshness You Want, When You Open the Door•Keeping your foods fresh as they should be. •Freshness delivered. by SIEMENS支持点•SIEMENS engineering heritage•Long history German brand in China making contemporary goods with high tech functions•Recognized quality standards•Imported compressor, electronic temp. control outer control, and direct cooling technology... See the “9 benefits of SIEMENS Refrigerators” attached必须元素• SIEMENS English - Chinese brand name• SIEMENS Household Appliances slogan: 杰出表现，如你所愿。

西门子家电Remarkable performance. Just what you want. SIEMENS household appliances• SIEMENS world wide campaign colored appliances竞争对手媒介分析内容•数据来源SRG Adquest–涵盖62个城市–215个频道–149份报纸–69个杂志•分析内容–整体类别花费–主要对手的花费/广告占有率–地区与品牌分布–季节性–媒介运用整体类别花费•必须先界定直接与间接竞争对手的分类 ( Coffee vs tea )•必须要有同时间的比较•带出整体类别的品牌的广告占有率全国所有媒介+18.2%全国媒介占有率SOS松下松下 15% 15%创维创维 5% 5%高路华高路华 4% 4%飞利浦飞利浦 5% 5%东芝东芝 5% 5%其他其他 22% 22%康佳康佳 6% 6%LG 8%LG 8%索尼索尼 8% 8%三星三星 9% 9%TCL 10%TCL 10%长虹长虹 3%3%TCL 6%TCL 6%东芝东芝 7% 7%康佳康佳 8% 8%飞利浦飞利浦 8% 8%索尼索尼 9% 9%松下松下 13% 13%创维创维 7% 7%高路华高路华 3% 3%其他其他 26% 26%三星三星 5% 5%LG 4%LG 4%长虹长虹 3%3%全国所有媒介品牌97 %97.1-8 % 98 %松下86,73014.6%50,75714.8%50,33512.4%TCL57,5409.7%33,8809.9%22,1935.5%三星53,0238.9%27,5548.0%22,2735.5%索尼47,8708.1%19,1725.6%35,0878.7%LG46,6667.9%32,5879.5%15,6473.9%康佳36,0656.1%21,1236.2%31,5647.8%东芝29,8435.0%17,9605.2%29,9537.4%创维29,6525.0%20,5566.0%27,5896.8%飞利浦27,1154.6%15,6244.6%33,9338.4%高路华24,0964.1%9,5382.8%10,6012.6%长虹19,9973.4%16,7274.9%13,7773.4%海尔00.0%00.0%5,4921.4%其他155,17626.1%94,37827.5%126,38531.2%总计593,776100.0%343,129100.0%405,560100.0%启示•同期1－8月比较，全国花费只增加18.2%，如若考虑到媒介调价，整个市场没有很大的增幅•而且，整个市场的主要品牌，没有很大的变动–松下仍维持最高位–增长幅度较多的是索尼、飞利浦及康佳–长虹仍维持在3-4%的占有率上•在花费没有很大的增长，竞争激烈的情况下,我们更需要的是 : -“经济效益经济效益”所有品牌所有媒介-地区分布上海上海 10% 10%广州广州 5% 5%北京北京 8% 8%中央台中央台 37% 37%上海上海 9% 9%广州广州 8% 8%北京北京 11% 11%中央台中央台 31% 31% 其他其他 41% 41% 其他其他 39% 39%广告占有率-地区分布 1997品牌品牌中央台中央台北京北京广州广州上海上海其他其他松下10%17%9%12%51%TCL60%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%东芝3%20%11%11%55%创维44%3%17%3%33%飞利浦42%9%9%7%33%高路华60%3%3%4%30%长虹58%5%7%3%28%其他43%7%7%5%37%总计31%11%8%9%41%广告占有率-地区分布 1998品牌品牌中央台中央台北京北京广州广州上海上海其他其他松下15%14%11%18%42%索尼0%10%8%9%73%飞利浦4%11%6%13%66%康佳55%3%6%7%29%东芝6%17%4%13%60%创维60%4%9%5%22%三星61%8%3%13%15%TCL57%7%3%6%29%LG37%14%3%12%34%高路华71%0%1%2%26%长虹61%1%2%2%33%海尔43%19%0%0%38%其他51%5%3%11%31%总计37%8%5%10%39%广告占有率-地区分配华南华南 14% 14%东北东北 4.4% 4.4%华北华北 12% 12%中央台中央台 37% 37%华东华东 22.6% 22.6%华南华南 16% 16%华北华北 17% 17%中央台中央台 31% 31% 西南西南 6.3% 6.3% 华东华东 24 24。

4%4%东北东北 5.7% 5.7%西北西北 1.5% 1.5%西南西南 5% 5%西北西北 2 28%8%主要品牌地区分配1997品牌品牌全国全国华北华北东北东北华南华南华东华东西南西南西北西北松下10.4%23.8%4.0%20.4%34.6%5.9%1.0%TCL 60.2%12.1%3.0%9.9%12.2%1.9%0.8%三星12.4%29.0%8.7%10.7%22.2%13.2%3.9%索尼0.4%23.4%9.3%22.3%32.7%7.7%4.1%LG1.8%26.6%7.8%19.4%34.0%9.3%1.1%康佳59.6%5.2%4.6%9.9%17.0%2.9%0.8%东芝3.2%25.8%13.9%21.8%24.0%10.4%1.0%创维44.1%4.4%1.2%21.0%20.9%6.7%1.8%飞利浦42.0%10.78%2.8%13.5%25.4%5.2%0.3%高路华59.9%5.9%7.2%8.9%13.6%2.5%2.0%长虹58.5%6.9%6.8%11.0%6.9%9.8%0.1%其他43.4%13.2%4.4%16.8%16.7%4.6%1.0%总计 30.8%17.0%5.7%16.1%22.6%6.3%1.5%主要品牌地区分配1998.1-8品牌全国华北东北华南华东西南西北松下14.8%17.2%2.7%19.0%36.5%8.7%1.2%索尼0.1%18.2%9.1%28.0%32.5%10.0%2.3%飞利浦4.3%17.8%4.2%16.0%45.4%8.7%3.5%康佳55.6%4.5%3.0%14.1%16.9%3.2%2.6%东芝6.3%28.5%13.7%11.7%26.2%6.3%7.3%创维60.4%6.5%1.6%15.8%9.3%1.9%4.4%TCL56.7%9.1%1.6%10.7%16.2%2.1%3.7%三星61.9%9.6%3.0%7.6%14.8%2.2%0.8%LG37.7%14.8%10.5%12.5%19.5%4.1%0.9%高路华71.8%3.2%3.7%6.0%10.5%2.0%2.7%长虹61.4%5.0%2.1%7.3%12.5%9.8%2.0%海尔海尔43.4%43.4%26.1%26.1%2.8%2.8%13.1%13.1%9.0%9.0%2.2%2.2%3.5%3.5% 其他50.8%8.4%2.6%10.5%22.5%2.6%2.7%总计 37.2%12.3%4.4%13.9%24.4%5.0%2.8%启示•广州与北京都在减少花费比例的趋势，而上海竞争增加•总的来说，全国性媒介(CCTV)有增加的趋势，可代表着竞争对手所争取的市场在逐渐拓展•华东及西北有明显的增加比例，长虹在这方面的走势与趋势相同启示•然而，主要品牌都有不同的投资走势–松下华东＋，西南＋–TCL华东＋，西南＋，西北＋–康佳华南＋，西北＋–索尼华南＋，华东＋，西南＋–东芝华北＋，华东＋，西北＋–飞利浦放弃全国覆盖，以地区投放为主–海尔(98)全国覆盖，华北，华南，华东启示•综合以上所述，长虹在1999年可考虑集中于华东、西北、西南再加上全国覆盖•然而，这必须配合销售渠道•1998年，长虹的投资于各地区的比例，或将投资的比例，可用BDI(品牌发展指数)复核BDI＝品牌销售比例(%)人口比例(%)全国所有媒介所有品牌全国所有媒介所有品牌全国所有媒介所有品牌全国所有媒介所有品牌全国所有媒介所有品牌全国所有媒介所有品牌启示•整体季节性来源有两个高峰期–12月至2月–5月至7月•然而，大部分品牌都较有连续性的投放–长虹仍应维持连贯性投放，而加重高峰期–然而，在连贯性投放中，亦必须维持最低限度的覆盖率/频次彩电广告频道选择有线台有线台5 5％％中央台中央台4545％％市级台市级台3333％％省级台省级台1717％％有线台有线台5 5％％市级台市级台2626％％省级台省级台1010％％中央台中央台5959％％主要品牌电视频道选择1997主要品牌电视频道选择1998.1-8全国所有品牌杂志杂志 0% 0%报纸报纸 30% 30%电视电视 70% 70%杂志杂志 0% 0%报纸报纸 26% 26%电视电视 74% 74%全国所有地区品牌 19971998 电视报纸杂志 电视报纸杂志 松下72.1%27.9%0.0%61.5%38.5%0.0%TCL83.5%16.5%0.0%77.6%21.1%1.4%三星63.6%36.4%0.0%85.5%14.5%0.0%索尼65.3%32.7%2.0%52.8%46.1%1.2%LG52.03%47.7%0.3%59.1%40.9%0.0%康佳83.0%17.0%0.0%83.9%16.1%0.0%东芝52.5%47.1%0.4%38.1%61.9%0.0%创维77.8%20.9%1.3%67.6%27.8%4.6%飞利浦74.9%25.1%0.0%56.2%43.8%0.0%高路华87.2%12.8%0.0%82.3%17.7%0.0%长虹79.3%20.7%0.0%86.2%13.8%0.0%海尔0.0%0.0%0.0%44.2%55.8%0.0%其他80.7%19.3%0.0%84.2%15.9%0.0%总计79.3%20.7%0.0%86.2%13.8%0.0%所用到的杂志•家庭•Golden Age•读者•青年一代•知音•Love启示•电视运用占总花费的70%，报纸30%•估计报纸的运用在于促销广告，及新产品介绍建议维持在这百分比上，维持对媒介对象的竞争能力其它•根据客户的要求,做出不同深入程度的分析–竞争品牌的广告流程表–竞争品牌的年收视点/每波段收视点,到达率,平均频次–竞争品牌的广告秒数运用TIPS•有一定的图表作表述•每一个课题必定要有启示(在一定的时间内,如5分钟)•不同的客户作不同程度的分析•每一季度作一次回顾/分析,视客户而定•每一次回顾要比上一次更有启示•根据媒体新环境,配合分析作启示•配合客户的市场策略作启示•记得写下数据/资料的来源,及具体的资料内容。