三九醫(yī)藥提案英文版

&Today’sPresentationAbriefintroductionon3DNews3DbringstoSonyExecutiveSummaryBJWHCDFZGZXASY

N=4,181respondentsaged15-64respondentsRepresents8citiesinChinaHairCareShowerCreamDetergentSkincareBarSoapOralCareCandyMintCandyChocolateCoffeeFreshMilkPowderedDrink&ConcentrateSoftDrinksDeskTopComputerMobilePhoneFastFoodInstantNoodlesEssences/Vitamins/TonicsColdRemediesFilmSanitaryRefrigeratorTVWashingMachineCar25CategoriesSHWhyit’sspecial?Identificationoftargetgroupswhooffer

thebestpotentialforbranddevelopmentSocialsegmentationandextensiveattitudinalmeasures.DetailedandnewmediabehaviourmeasuresCompetitiveAdvantage1stD

1stD--Whoareyourloyalconsumers,whoarethestrongpotential

2ndD--Whattypeofpeopleare?

3rdD--Mediaconsumptionhabit1st“D〞

3DPyramidcantellyou,yourconsumersindifferentlevelFamiliarityAwarenessofthebrandUnderstandingofthebrandofferingEmotionalattachmentOftheadvantagestheyseewithbrandsinthiscategory,aremorethanhalfofthemwiththisbrand?

CommittmentDotheyseeatleastoneadvantagewiththisbrand?

PreferenceDeliveryFunctionalityDoesitmeetperformancecriteria?Isthequalityorpriceappropriate?Consideration

Isitabrandtheywouldconsider,isitrelevanttothem?Whyareloyalconsumersimportant?

--thosewhositthetopofthepyramidFamiliarityConsiderationDeliveryPreferenceCommitmentHighshareofexpenditureonthebrandinthecategoryLowshareofexpenditureonthebrandinthecategoryValidationoftheBrandDynamics?PyramidFamiliarityConsiderationDeliveryPreferenceCommittedShareofWalletBrandDynamics?Pyramid12161720502ndD

1stD--Whoareyourloyalconsumer,whoarethestrongpotential

2ndD--Whattypeofpeopleare?

3rdD--MediaconsumptionhabitAmbientNeighborTraditionalistsPessimistsCustodiansIndividualistsSophisticatesExplorersFollowersWhoaretheflusufferer?Individualists17%ofthepopulation,higherincomegroupsandskewedtowardbigcities.Veryconfidentintheiroutlookandfeltsuperiortoothers.Risktaker.Lowintraditionalvalue.Beingsuperior,theytendtoleastvalueothersopinionsandlowincommunityspirit.Leastlikelytobeenvironmentalfriendly.Notmuchopiniononmediaastheirfocusisonaccumulationofwealth.VerymuchaSelfCenteredandunhappyperson.Explorers12%ofthepopulation,significantlyfromtheteensandearly20s,slightlyfemaleskewedMainlyfromanonpersonalincomegroupLiketotrynewthingsandhighlyimageconscious.Liketobedifferentfromother.Spontaneous.Internethasbecomeapartoftheirroutine.Technologyisanintegralpartoftheirlives.LiketowatchForeignTVprogram.Tendshopwithparents.Leastlikelytostayathome.Leastlikelytothinkaboutfamilylife.Carefree,optimisticaboutChina’sfuture.Followers14%ofthepopulation,morelikelyfromsmallercitiesDesiretoconsistentlypleaseandagree.Earlyadoptersintermsoffashions,productandtechnology.Feltthatmoneyisthesymbolofstatus.Tendtoworrybothaboutasmalldaytodaymatterandmostlikelytoworryabouttheirfuture.Enjoyedshoppingandmorelikelytobuyproducttheyseenonadvertisement.Apleaserwhoarewornoutbecausetheyareafraidofbeingleftout.Sophisticates12%ofthepopulation,maleskewed,agedbetween25-34.Camefromahigherincomehomes.Highselfconfidentandnaturalleaders.Liketodifferentiatethemselves.Workaholic.Sociableandenjoyednightout.Feltthatdesignerbrandsareimportanttoportraitselfimage.Fancyworkingwithforeignenterprises.Wouldliketoliveabroad.Earlyadopter.Custodians10%ofthepopulation,skewedtofemales,aged45-64andoflowerincomes.Hightraditionalfamilyvalue.Familyisthemostimportantthingintheirlife.Tendtopatronthesameoutletsandpurchasethesamebrand.HighdependencyonTV.Morelikelytostayathomethangoingout.Thriftywhencometofinance,priceconscious.Donotkeepuptodatewithtechnologyandfashion.Generallyaverycontentedperson.AmiableNeighbors13%ofthepopulation,slightlyfemaleskewed.Morelikelytobefrombiggercities.Traditionaloutlookonlife.Carefulwithmoney.Savingisalsooneoftheirsignificanthabit.Notarisktaker.Generallyacontentedgroup.Haveastrongcommunityvalues.FellthattheTVandNewspaperarereliablesourceofinformation.QuiteoptimisticabouttheChina’sfuture.Traditionalists12%ofthepopulation,slightlymaleskewed.Morelikelyfromsmallercitiesandlowerincomegroups.Feltthatmarriedandaccumulationofmoneyareanintegralpartoflife.Womenshouldlookafterfamily,prefersontodaughter.Lowinterestinfinancialissue.Unlikelytogoforbrandedgoodsandpriceconscious.UnreceptivetoTVAdvertising.Notahighlysociableperson.Pessimists10%ofthepopulation,skewedtowardstheearly30s.Morelikelyfromlowerincomegroup.Untrustinganddoubtfulabouteverything.FellChinaisCorruptandwideninggapbetweenrichandpoor.ThinkverylittleofChineseMedia.TVAdvertisementaretoohardtounderstandandtendtozapTVcommercials.Anonearlyadopter.GenerallypessimisticaboutlifeinChina.3rdD

1stD--Whoareyourloyalconsumer,whoarethestrongpotential

2ndD--Whattypeofpeopleare?

3rdD--MediaconsumptionhabitNoFamiliarityTopicalIssues/DocumentariesDomesticNewsPreferenceFamiliarityEntertainment/VarietyShowHongKong/TaiwanSerialMusic/MTVCommmittedBrandLevelandProgramPreference?

3D&999--StudyChinacoldremediesmarketby3DColdRemedyBrandsCoveredin3DTylenol GaitianliWhile&BlackPill Contac Bufferin

Gankang

Yibai

Keke

FortuneColtalin

SK&FPanadol

BrandUsage%KeyBrandinKeyMarkets

CurrentlyUsing%KeyBrandinKeyMarkets

PlanningtoUseNextTimeFutureTrend+:Increase-:Decrease0:keepstillBufferinhasplungeinGZContachaspotentialtogainmoremarketinBJTylenolalsohaspotentialinBJ,SH,&WHSo,whoaretheTopColdRemedybrandsinChina

--Dependson“WhatCounts?BrandStrengthAnalysisBase:AllSkincareUser(3175)TylenolLevel-31-3-2CommittedPreferenceDeliveryConsiderationFamiliarityBufferinLevel-41-10-1-6Bufferinhasaverystrongperformance,drop-out%isveryslimBase:AllSkincareUser(3175)ContacBufferinCommittedPreferenceDeliveryConsiderationFamiliarityLevel-46-9-5-7Level-31-3-2BrandStrengthAnalysisPPAprohibitionbroughtnegativeinfluenceandemotionallyturndowntheinfinityBufferinDropOutRatioP-C:Preference-CommitmentD-P:Delivery-PreferenceC-D:Consideration-DeliveryF-C:Familiarity-ConsiderationBufferinhasthelowestdropoutratioTylenolishardtokeeptheloyalconsumersContacbarredconsumermovingupward,butthecommitmentlevelisnottoobadBrandHealthCheck

--UsingthePyramidtoseewherepotentialreallylies...ThePyramidFamiliarity

Awareofthebrand,orhaveevertriedit,orthinkitmeetspersonalneedsBrandAwarenessOpiniononPersonalNeedsThePyramidFamiliarityConsiderationMoveupthepyramidunless:DoesnotmeetneedsCostsmorethanpreparedtopayorcostistoolowtobegoodWouldn’twanttobeseenusingthebrandOpiniononPersonalNeedsOpinionofPriceFamiliarityConsiderationDeliveryGoupagainunless:Notgoodenoughontwoorthreespecificaspectsrelevanttothecategorye.g.‘Doesn’ttastegoodenough’or‘Notsufficientlycomfortable’or‘doesn’tofferenoughvariety’ThePyramidCustomersarecomparativelyeasiertobetransferredtoDeliverylevel,ifthereisnonegativefactorstothemaftertrialtheproductOpinionofPerformanceContacisaveryextremebrandPPAissueTylenolhasspecialfunctiontargetspecificsegmentchildcarefomula?FamiliarityConsiderationDeliveryPreferenceMoveupagainif:ThebrandappealsmorethanotherbrandsWouldrecommendittoothersIt’sdifferentHasacceptablepricingIt’strendsettingPlustwoorthreespecificaspectsrelevanttotheproductcategoryThePyramidTomoveupfurther,needmorepositiveappealsthanotherstoconvincetheconsumers“theirchoicesareright&wise〞ProductPerformanceContachassomenegativeperformance,butitmayhaveimprovenformulaBufferin&GaitialihavesomespecialfunctionProductsAppealBufferinismoreappealedthanotherbrandsContacisacontradictoryproductTylenolisnotaattractivebrandFamiliarityConsiderationDeliveryPreferenceCommitmentGotothetopofthepyramidifthebrandhasamajorshareofalladvantagestakingintoaccounttheirimportanceinusage/purchaseinthecategoryThePyramidEmotionalAppealBufferinismoreappealedthanotherbrandsContacisacontradictoryproductTylenolisnotaattractivebrandContachasahigherfamiliaritythanBufferinClusterComparisonBigbranduser’sprofileissimilartothe%ofclusterwhowillnotcatchcold?Bigbrandhashigh%inAmiableNeighbours&Custodiansmallbranddoesn’thaveenoghthosekindofuserwhoarethedecisionmakerwhenchoosecoldremedies?Mother&wifeSummaryTraditionally,OTCmedicineisnotonlydrivenbycosttoocheaptobegoodmedicalinsurance,governmentsubsidizedColdremedyisnotahighlydifferentiatedcategoryperformancebrandimageinnovation:Bufferin:Day&NightconceptContac:24hrremedySummarysellingpointChinesetraditionalherbscoldcomplex:drowse,sneeze,sorethroatPerformance&safteyaretop2concernsPPAissueofContacauthorityendorsementNospecificsegmentsOverallperformanceplaysadecisiveroleTomoveforward...Howcan3Dimprove999’sinvestmentonmedia?ImportantwhenChoosingaColdRemedyBrandKeyCompetitiveBrandUserProfile-AttitudeImportantWhenChoosingColdRemediesBase:AllSkincareUser(3175)Performanceandsaftyarethetop2considerationwhenchoosingabrandKeyBrandUserLifeAttitudesBrandAwareness&MediaStrategiesMediaConsumptionMedia

SelectionForKeyBrand

-(%)Base:AllSkincareUser(3175)MediaUsageFrequencyForKeyBrandTylenolBufferinContacAllCurrentlyUserLastbutnottheleast...Mediaisnotstand-alone!CommunicationWorksRightmessage(QualityCreative)RightCommunicationChannels(AgainstCoretargets)RightInvestmentWeight(OptimizedBudgets)QualityofcreativeiscriticalStrongercopydrivesstrongerlong-termsalesresponseStrongbrandlinkageRelevanceCredibilityNewsWithstrongcopy,wecanaffordtohavelowerweightsMeaning:HigherQualityCreative=LowerMediaInvestmentImplicationsofLong-TermEffects

ForEstablishingaBrandBrandedimpactCommunicationResponseHowmemorableistheadlikelytobeforthebrand?Havewemaximizedouropportunitytocommunicate?Whyorwhynot?Howwell/whatdoestheadcommunicate?Isittostrategy?Howdoestheadaffectconsumerresponsetothebrand?Doesitmeetbothshorttermandlongtermgoalsforbrandhealth?Aquantificat