山海今2014品牌品類分析模組介紹_1

1、2014 Shan Hai JinCategory Analysis Auto CategoryPowered by GMKAgenda Target Grouping and Profiling U&A Analysis Media Behavior Analysis Category Driver and Brand Communication AnalysisCore EliteCore Mass Young Middle Age2Target Grouping by age & occupation70s & 80s60s50s90sCore EliteMiddle ageYoungC

2、ar Owner 39%23%Core MassCar Owner 21%Car Owner 25%Car Owner 29%17%17%5%37%Target Group Definition:Core Elite: P25-44, Enterprise senior management； Professional (Teacher/Lecturer/Doctor/Nurse/Lawyer)； Private owner/ Self-employedCore Mass: P25-44, Enterprise front-line management； Government employe

3、e ； Enterprise general employee ； Freelancer； Manufacturing worker Young: P15-24 Working populationMiddle Age: P45-54 Working population393%Married,66%Male83% Own house property47% Travelled in the P12MWalkingPlay BadmintonPlay BasketballRunningSwimming34%Married,64%Mal44% Travel by Self-drive in th

4、e recently tour93% Own house property45% Own house property49%Living in their parentsCore Elite44% Travelled in the P12M40% Travel by Self-drive in the recently tour98%Married,72%MaleWalking RunningPlayBadmintonProfileCore Mass47% Travelled in the P12M26% Travel by Self-drive in the recently tourWal

5、king Play Basketball82% Own house propertyPlay BadmintonRunningSwimmingSwimmingPlay BasketballWalkingPlayBadminton RunningPlay Basketball48% Travelled in the P12M34% Travel by Self-drive in the recently tour88%Married,58%MaleSwimmingYoungMiddle AgeWatch TVSurfer InternetShoppingWatch Movielisten to

6、MusicSurfer InternetWatch TVWatch MovieShoppingPlay Video GameWatch TVPlay Mahjong/PokerSurfer InternetShoppingVisit Relatives/FriendsSurfer InternetWatch TVPlay Mahjong/PokerShoppingWatch MovieTarget Grouping by TierTier 1Tier 2Tier 3Tier 4Car Owner 30%Car Owner 22%Car Owner 29%Car Owner 26%30%29%1

7、4%27%Target Definition（6 Census Population）: Tier 1: Beijing, Shanghai, Guangzhou, ShenzhenTier 2: 28 Provincial capital & Municipalities, etc Tier 3: Prefecture-level cityTier 4: County-level city & County5Most Frequent Shopping SpotLarge supermarket/Hypermarket Medium-sized supermarketMost Frequen

8、t Shopping Spot81%Married,58%Male82%Married,64%MaleLarge supermarket/HypermarketDepartment Store/Shopping Mall Medium-sized supermarketConvenience store/Small-sized Wholesale market/TerminalOnline shopping49451512122515Department Store/Shopping MallConvenience store/Small-sized9743279% Own house pro

9、perty17%Living in their parents70% Own house property26%Living in their parents61% Travelled in the P12MOnline shopping42% Travelled in the P12M39% Travel by Self-drive in the recently tour45% Travelled in the P12M34% Travel by Self-drive in the recently tour81% Own house propertyTier 230% Travel by

10、 Self-drive in the recently tour39% Travelled in the P12M39% Travel by Self-drive in the recently tour83% Own house propertyTier 416%Living in their parents14%Living in their parentsMost Frequent Shopping SpotMost Frequent Shopping SpotLarge supermarket/HypermarketMedium-sized supermarket Department

11、 Store/Shopping MallConvenience store/Small-sized Wholesale market/TerminalOnline shoppingLarge supermarket/HypermarketMedium-sized supermarket Department Store/Shopping MallConvenience store/Small-sized Wholesale market/Terminal marketOnline shopping282637222183%Married,64%Male84%Married,65%Male181

12、71332561Tier 3Tier 1ProfileWholesale market/Terminal marketU&A Analysis Car OwnerPowered by GMK80%-90% Car Owner Bought Car in the Recent 4 years89% Car Owner Bought Carin the Recently 4 YearsAverage Recently Purchase within2.54 yearsAverage price 140,800 RMB92% Car Owner Bought Carin the Recently 4

13、 YearsAverage Recently Purchase within2.80 yearsCore EliteAverage price 135,100 RMBBy Target GroupCore MassAverage price 144,700 RMBAverage Recently Purchase within2.22 years84% Car Owner Bought Carin the Recently 4 YearsAverage price 128,300 RMBAverage Recently Purchase within2.39 years891% Car Own

14、er Bought Carin the Recently 4 YearsYoungMiddle Age80%-90% Car Owner Bought Car in the Recent 4 years83% Car Owner Bought Car in the Recently 4 Years90% Car Owner Bought Car in the Recently 4 YearsAverage Recently Purchase within2.36 yearsAverage Recently Purchase within2.99 yearsAverage price 154,7

15、00 RMBAverage price 133,700 RMBTier 290% Car Owner Bought Car in the Recently 4 YearsTier 4Average price 133,600 RMBAverage price 125,100 RMBAverage Recently Purchase within2.39 yearsAverage Recently Purchase within2.45 years89% Car Owner Bought Car in the Recently 4 Years9Tier 3Tier 1By City TierMa

16、jor Use of Second Car By Target94Major UseUnit:%80696556To work and in-and-outSelf-drive tourFreightMajor Use of First CarUnit:%35932519151556YoungsterCore EliteCore MassMiddle AgesMajor Use of Second Car By Tier32100Unit: %836676356First Car33332713107010Tier 1Tier 2Tier 3Tier 4U&A Analysis Potenti

17、al UserPowered by GMKIncremental Market81% are first purchase18% purchase for replacement or addingAverage price 142,700 RMBAverage Displacement 1.8 LAverage price 128,300 RMB,Current Auto User Average price (144,700 RMB)Core Elite84%14%are first purchaseAverage Displacement 1.6 Lpurchase for replac

18、ement or addingByGroup82%16%are first purchaseCore MassAverage Displacement 1.8 Lpurchase for replacement or addingAverage Displacement 1.7 LAverage price 130,300 RMB91% are firstpurchaseAverage price 129,000 RMB81%2purchase for replacement or addingYoungMiddle AgeIncremental Market96%81%17%are firs

19、t purchaseare first purchase4% purchase for replacement or addingpurchase for replacement or addingAverage Displacement 1.8LAverage Displacement 1.7 LAverage price 135,700 RMB,Current Auto User Average price (154,700 RMB)Average price 137,400 RMBTier 283%15%are first purchasepurchase for replacement

20、 or addingTier 4Average price 135,000 RMBAverage Displacement 1.7 LAverage price 121,500 RMB79%are first purchaseAverage Displacement 1.6 L20%purchase for replacement or adding13Tier 3Tier 1By City TierMore Young and core group people wish to buySUV; Big Potential Market; Taking sedan marketYoungCor

21、e EliteCore MassMiddle Age100%22%24%25%26%29%Hatch-back31%31%32%51%49%59%58%50%55%Sedan55%57%Sports Utility Vehicle(SUV)Others16%18%8%8%14%9%6%5%11%9%8%9%8%6%5%5%CarOwnerPotentialPurchaserCarOwnerPotentialPurchaserCarPotentialOwnerPurchaserCarOwnerPotentialPurchaser14Media behavior ofAuto category u

22、ser Car owner and potential purchaserPowered by GMKMedia Influence Pyramid IntroductionEach layer of conversion rate shows the property of the mediaInfluence on PurchasePurchaseInfluence EfficiencyReflect the purchase Influence efficiency by category AdCategory Ad ReachCategory Ad ReachEfficiencyRef

23、lect category Ad reach efficiency of the Media channel49%Ad ReachAd ReachEfficiencyReflect Ad reach efficiency of the media channel95%Media Reach92Index Definition: Influence on Purchase : PP9 Which channels make the most impact on your decision making?M/RCategory Ad Reach : PP8 When shopping househ

24、old car, from which media do you usually recall introduction?M/R Ad Reach : Q2 Over the past month, what kind of media or promotion activities have you accessed or attended?M/RMedia Reach : Q1d Over the past week, have you accessed the following media newspaper/magazine, outdoor advertisement, radio

25、, Internet, cinema and TV?Note: Data based on car owner or potential purchaser population who have accessed to (read/seen/listened to/used/been to) (newspaper/magazine, outdoor advertisement, radio, Internet, cinema and TV). （99.7% of total population） 16TV1228%438Media Influence Pyramid The 6 Mass

26、Media ChannelHigh Reach, High InfluenceHigh Reach, High InfluenceHigh Reach, Low InfluenceTVInternetOOHInfluence on PurchaseInfluence on PurchaseInfluence on PurchaseCategory Ad Reach53%Category Ad ReachCategory Ad Reach%18%Ad ReachAd ReachAd Reach888096%71%91%Media ReachMedia ReachMedia Reach928488

27、Low Reach, Low InfluenceLow Reach, Low InfluenceLow Reach, Low InfluenceMagazineInfluence on PurchaseRadioInfluence on PurchaseNewspaperInfluence on Purchase326%Category Ad Reach13Category Ad ReachCategory Ad Reach70%21%39%Ad Reach19Ad ReachAd Reach57%73%77%Media Reach33Media Reach40Media Reach51The

28、 highest conversion rate within thesame layerNote:*%High conversion rate within the samelayer*%17Middle or low conversion rate within thesame layer*%322%1539229%629325%141543%365601533%46Media Influence by GroupYoungCore Elite120120 19100100InternetTV15TV1218OOH80OOH80Internet6060NewspaperMagazineRa

29、dioNewspaper4040MagazineRadio20200510 15 202530354045505560051015 202530354045505560Core MassMiddle Age120120100100TV13TV1615OOHOOH58080InternetInternet116060NewspaperMagazineNewspaper4040RadioMagazineRadio2020556018051015 2025 3035404550051015 2025 3035404550 5560Note: Bubble Size represent the Med

30、ia InfluenceCategory Ad ReachCategory Ad ReachMedia ReachMedia ReachCategory Ad ReachCategory Ad ReachMedia ReachMedia ReachMedia Influence by TierTier 1Tier 2120120100OOH1007OOHTV17TV1422Internet158080InternetNewspaper6060NewspaperRadioMagazine4040MagazineRadio202051015Tier 320253035404550556005101

31、5202530354045505560Tier 4120120100100TV15TV16148080OOH12OOH3Internet6060InternetRadioRadioNewspaperMagazine4040NewspaperMagazine2020051015 2025303540 4550551960051015 2025 30 35404550 5560Note: Bubble Size represent the Media InfluenceCategory Ad ReachCategory Ad ReachMedia ReachMedia ReachCategory

32、Ad ReachCategory Ad ReachMedia ReachMedia ReachMass media channel could get limited category adreach and purchase influenceCategory Ad ReachInfluence on PurchaseN2o0te: Above plot are National Car owner and purchaser based dataFamily/Friend Recommendation、In 4S store experience and Test drive are th

33、e main are main influencing the consumers purchase decision6055Family/friend recommendation50454035Product display in 4S store3025Test driveSales introduction in 4S store20Internet15Own experienceTVPromotion material in store10Auto showMagazine5See others driving the moduleNewspaperBroadcastOOH00510

34、152035404550556065707580252130Category Ad ReacInfluence on PurchaseInfluence on Purchase By Target audienceYoungCore Elite6060Family/friend recommendation4040Sales introduction in 4S storeTest driveInternetProduct display in 4S storeOwn experienceNewspaperOOH2020BroadcastTV00Auto showMagazPinreomoti

35、on material in storeSee others driving the module-20-200510 15 20 25 30 35 40 45 50 55 60 65 70 75 8005 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80Core MassMiddle Age6060Product display in 4S storeFamily/friend recommendationFamily/friend recommendationSales introduction in 4S store4040Sales introd

36、uction in 4S storeProduct display in 4S storeOwn experienceTest driveTest drive20Internet20Own experienceAuto showOOHBroadcastBroadcastTVPromotion material in storeTVNewspapePrromotion material in store00MagazineInternetSee others driving the moduleNewspaperAuto showOOHSee others driving the moduleM

37、agazine-20-2005 10 15 20 25 30 35 40 45 50 55 60 65 70 75 802205 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80Category Ad ReachCategory Ad ReachInfluence on PurchaseCategory Ad ReachInfluence on PurchaseCategory Ad ReachInfluence on PurchaseInfluence on PurchaseFamily/ Sales introduction in 4S storTe

38、st drivInternetOwn experienceriend recommendation eProduct display in 4S storeBroadcast OOHNewspaper Promotion material MagazineAuto showSee others driving the modulein sTtVoreInfluence on Purchase By City TierTier 1Tier 26060Family/friend recommendation4040Product display in 4S storePromotion mater

39、ial in storeTest driveOwn experienceSales introduction in 4S store2020NewspaperInternetAuto show OOHTVBroadcast00MagazineSee others driving the module-20-200510 15 20 25 30 35 40 45 50 55 60 65 70 75 800510 15 20 25 30 35 40 45 50 55 60 65 70 75 80Tier 3Tier 46060Product display in 4S storeFamily/fr

40、iend recommendationFamily/friend recommendationSales introduction in 4S store4040Product display in 4S storeOwn experienceTest driveTV2020Auto showTVMagazineNewspaperInternetInternetTest driveOOHBroadcastSales introduction in 4S storePromotion material in store0Own experience0BroadcastNewspaperMagaz

41、inePromotion material in storeAuto showOOHSee others driving the moduleSee others driving the module-20-2005 10 15 20 25 30 35 40 45 50 55 60 65 70 75 800510 15 20 25 30 35 40 45 50 5560 65 7023Category Ad ReachCategory Ad ReachInfluence on PurchaseInfluence on PurchaseCategory Ad ReachCategory Ad R

42、eachInfluence on PurchaseInfluence on PurchaseProduct display in 4S Sales introduction in 4S storeTest drive FamInternetOwn experience Newspaperstoreily/friend recommendationBroadcastPromotion material in sMagazine OOHAuto showSee others driving the moduleTVtoreSummary TV and internet are most criti

43、cal mass media channel to enhance the category ad reach and influence the purchase decision TV and internet dont make strong influence on consumers purchase decision, but they are playing a more important part in driving the consumers to engage more with brand and to start the purchase journey, whic

44、h is indispensable. OOH shows high media reach and low category ad reach. We suggest to engage more interactive approach to enhance the consumers involvement to increase the category ad reach. Magazine is a media with the highest conversion rate from ad reach to category reach. When the target audie

45、nce match with magazine audience, then magazine could be a high efficient way to acquire a relatively high category ad reach.24Scenario Analysis - Media channel portfolioTV and Internet are the media with high media reach, category ad reach and influence on purchase. If budget is enough, how to opti

46、mize the media portfolio. If the budget is restricted, is it possible that TV and Internet can replace each other?Using ”Core Elite” group as an example to make following scenario analysis. Scenario 1: Scenario 2: Scenario 3:Choose TV, internet and other media channelNo TV, choose internet and other

47、 media channelNo internet, choose TV and other media channel25Optimized Media PortfolioScenario1:Choose TV, internet and other media channel26Media ReachTarget audiences(Core Elite)Media Reach by Portfolio99%99%100%100%Reach100908070605040302010094%MarginalIncremental5%1%0%0%TVInternet+TVOOH+Interne

48、t+TVCinema+OOH+Internet+TVNewspaper+OOH+Internet+Cinema+TV27Category Ad ReachTarget audiences(Core Elite)Category Ad Reach by PortfolioReach68%67%7065%62%605044%4030182010MarginalIncremental3210TV AdInternet Ad+TV AdOOH Ad+TV Ad+Internet AdNewspaper Ad+TVAd+Internet Ad+OOH AdMagazine Ad+TV Ad+InternetAd+Newspaper Ad+OOH Ad29Influence on PurchaseTarget audiences(Core Elite)Influence on Purchase by PortfolioReach3532%32%30%29%30252018%1511%105