广告媒介竞争对手分析

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190-239ltr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.200-240ltr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.(AMIChina,Nov1997)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BF(底下冰冻),以最新的科技发明了如无霜等.•技术新发明-CFC,无霜-电子温度控制-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,可靠,及售后服务作为诉求点,自然的提高已普及的证明:•方便-上格贮藏,下格冷冻-分类贮藏-更大空间-两门-安静•可靠-不稳定电压下的温度保持•服务-24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Asaperson,SIEMENSisanengineer.Someoneforwhomqualityanddetailarebothequallyimportant.Andsomeonewhoisproudofthefactthateverythinghedoesisofbenefittosomeone.Asacar,SIEMENSismoreaVolvothanBMW.Botharequalitymotorcars,buttheVolvoisnotatechnicallyadvancednorasstylishastheBMW.品牌回顾-市场目的Reachthevolumesalestargetof40,000unitsfor1998(Shareofmarket0.4%)TocompetewithJVproductsinthemiddletohighendrefrigeratorcategorySuccessfullyrolloutatotaloffivemodels(4BF,1TF)intherangeof200-240ltrcapacity,withpricingpointssetwithin3.4to4KRMB品牌回顾-广告角色Todevelopaclear&uniquepositioningfortheSIEMENSrefrigerators,whichshouldamplifiesthehouseholdappliances’performancedrivenplatformIntroducethetop-of-lineKG21E00asaflagshipmodel,andexpandthecommunicationtosupportthewholeKSandKGseriesBuildBrandPreferencesforSIEMENSHouseholdAppliances品牌回顾-对象市场Demographics:Femaleskewedaged28-45(married)Workingclass/Housewifeaskeyinfluencer;HusbandarekeypurchaserAge28-45(married)CollegeorvocationalschoolgraduateMonthlyhouseholdincome:RMB2.5K+Inurbancities,theyarethenewgenerationofworkingclassgroupwhoaremovinguptheirstandardoflivingbyupgradingtheirhouseholdgoods.Insecondarycities,JVandimportbrandsarenowconsideredaspartoftheirlistwherebyquality&serviceisatradeoffforthepremiumpricev.s.localmanufacturedbrands.品牌回顾-对象市场Psychographics:Householdproductsare“bigticket”priceitems.Thehousewifeareparticularlysusceptibletoadvertisinginfluences,promoofferswhichwouldaffecttheirinterest.Reach&needtoberemindedofagoodbrandaspartofpurchaseconsiderationisamustastheyaremorekeentobeinfluencedbyword-of-mouth,advertising,in-storepush.Husbandswouldbethecriticaldecisionmaker,whowouldexploreonthetechnicaldetailsofwhattheproductwouldoffer.Theyaremorerationale,tendtofindinformationsthroughcrediblemediums(tradejournals,etc..)whereproductoffersaremorewidelysearched.我们在那里?SIEMENSisawellknownGermaninternationalcompany.MostknowofSIEMENSwithinthetele-communication/industrialcontext.Notmanypeoplehaveexperience/knowledgeofitasahouseholdappliancesbrand.TheknowledgethatSIEMENSisaGermancompanymeansproductqualityisagiven:“Ididn’tknowSIEMENSproducesrefrigerators,iftheydo,Imightwanttotakealook.Ithinktheirproductsshouldhavegoodtechnologicalfoundationandexcellentcraftsmanship.”Thefridgeisasgoodasthefreshnessoffooditstores:“Keepingthefreshnessoffoodbetterandlongerarethemostimportfunctionsformyfridge”我们往何处走?Afterseeingouradvertising,wewantconsumerstoknowthatSIEMENSrefrigeratorsaremoderninstyle,technology,andfunctions;andthattheycanbetrustedtoperform--keepingyourfoodsfreshastheyshouldbe.Theconsumersareattractedbythefinefinishingofthefridge,andwithouterLCDtemperaturecontrolpanel,itdenoteshightech:“SIEMENSrefrigeratorslooksgreat,andwiththeirGermantechnology,itshouldbeanidealfridgeformyfamily.IcantrustSIEMENStotakecareofthefreshnessofmyfood.”按纽TheFreshnessYouWant,WhenYouOpentheDoorKeepingyourfoodsfreshastheyshouldbe.Freshnessdelivered.bySIEMENS支持点SIEMENSengineeringheritageLonghistoryGermanbrandinChinamakingcontemporarygoodswithhightechfunctionsRecognizedqualitystandardsImportedcompressor,electronictemp.controloutercontrol,anddirectcoolingtechnology...Seethe“9benefitsofSIEMENSRefrigerators”attached必须元素SIEMENSEnglish-ChinesebrandnameSIEMENSHouseholdAppliancesslogan:杰出表现，如你所愿。西门子家电Remarkableperformance.Justwhatyouwant.SIEMENShouseholdappliancesSIEMENSworldwidecampaigncoloredappliances竞争对手媒介分析内容数据来源SRGAdquest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(Coffeevstea)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343,125405,643250,6480100,000200,000300,000400,000500,000600,000700,00019971998Sep-DecJan-Aug+18.2%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%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%19,17