广告媒体研究十

第十章竞争品牌媒体投资分析本章主要内容了解竞争品牌媒体投资分析的用途与价值掌握竞争品牌媒体投资分析的主要方法一、竞争品牌媒体投资分析的用途与价值竞争品牌媒体投资分析的用途与价值1支出数字能够告诉你广告支出的区域性和周期性，以及所有竞争品牌和潜在的竞争品牌面对这些因素做出了什么样的改变2数据能够根据不同的市场，告诉你确定的预算规模和媒体组合情况3可以使用数据对新产品进行现场测试，跟踪新品牌的首次推广情况4可以通过广告支出所花的地方，推断出竞争者如何看待自己的目标受众，他们对自己品牌的大概态度，以及他们在你的市场中的自我定位5可以观察对手的支出模式——电视播出周期、电台轮换情况、杂志上的位置安排，或是在每周的哪一天刊登报纸广告6一旦对竞争者即将采取的行动了如指掌，你就能够做出更好的决策：从哪个地方正面迎击他们，在什么时候从侧翼包围他们7在有关新产品和生产线扩展的规划中，支出分析是进行估算的基础：打入某一市场需要多少资金，谁已经进入了该市场，在新产品的市场范围中，哪类竞争产品增长速度最快二、竞争品牌媒体投资分析的主要方法分析内容（以长虹彩电为例）整体品类媒介花费主要对手的花费/广告占有率地区与品牌分布季节性媒介运用整体品类花费必须先界定直接与间接竞争对手的分类(Coffeevstea)必须要有同时间的比较带出整体品类下各品牌的广告占有率全国所有媒介花费（彩电）343,125405,643250,6480100,000200,000300,000400,000500,000600,000700,00019971998Sep-DecJan-Aug+18.2%各品牌的全国媒介占有率SOS1997松下15%创维5%高路华4%飞利浦5%东芝5%其他22%康佳6%LG8%索尼8%三星9%TCL10%长虹3%1998.1-8TCL6%东芝7%康佳8%飞利浦8%索尼9%松下13%创维7%高路华3%其他26%三星5%LG4%长虹3%品牌1997百分比1997.1-8百分比1998百分比松下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”广告占有率-地区分配1998.1-81997华南14%东北4.4%华北12%中央台37%华东22.6%华南16%华北17%中央台31%西南6.3%华东24.4%东北5.7%西北1.5%西南5%西北2.8%主要品牌地区分配1997品牌全国华北东北华南华东西南西北松下10.4%23.8%4.0%20.4%34.6%5.9%1.0%TCL60.2%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43.4%26.1%2.8%13.1%9.0%2.2%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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。整体品类与主要品牌媒体投资曲线010,00020,00030,00040,00050,00060,00070,00080,00090,00097.197.297.397.497.597.697.797.897.997.1097.1197.1298.198.298.398.498.598.698.798.8panasonicTotalTCL整体品类与主要品牌媒体投资曲线010,00020,00030,00040,00050,00060,00070,00080,00090,00097.197.297.397.497.597.697.797.897.997.1097.1197.1298.198.298.398.498.598.698.798.8SAMSUNGTotalSONY整体品类与主要品牌媒体投资曲线010,00020,00030,00040,00050,00060,00070,00080,00090,00097.197.297.397.497.597.697.797.897.997.1097.1197.1298.198.298.398.498.598.698.798.8LGTotalKONKA整体品类与主要品牌媒体投资曲线010,00020,00030,00040,00050,00060,00070,00080,00090,00097.197.297.397.497.597.697.797.897.997.1097.1197.1298.198.298.398.498.598.698.798.8TOSHIBATotalSKYWORTH整体品类与主要品牌媒体投资曲线010,00020,00030,00040,00050,00060,00070,00080,00090,00097.197.297.397.497.597.697.797.897.997.1097.1197.1298.198.298.398.498.598.698.798.8PHILIPSTotalconrowa整体品类与长虹媒体投资曲线010,00020,00030,00040,00050,00060,00070,00080,00090,00097.197.297.397.497.597.697.797.897.997.1097.1197.1298.198.298.398.498.598.698.798.8changhongTotal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，大部分品牌都有较连续性的投放长虹仍应维持连贯性投放，而加重高峰期在连贯性投放中，亦必须维持最低限度的覆盖率/频次整体品类广告频道选择1998.1-81997有线台5％中央台45％市级台33％省级台17％有线台5％市级台26％省级台10％中央台59％主要品牌电视频道选择000111PANASONICTCLSAMSUNGKONKASONYLGXIAHUAconrowaPHILIPSSKYWORTHchanghongCCTVCityTVCableTVProvince1997主要品牌电视频道选择000111KONKAPANASONICSKYWORTHSAMSUNGTCLPHILIPSSONYXIAHUAconrowaLGchanghongCCTVCityTVCableTVProvinceTV1998.1-8整体品类的媒介投资分配1998.1-81997杂志0%报纸30%电视70%杂志0%报纸26%电视74%主要品牌的媒介投资分配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GoldenAge读者青年一代知音Love启示电视运用占总花费的70%，报纸30%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