3cv komu komunikovat a co
TRANSCRIPT
04/1
3/2
02
31 Komu komunikovat a co
Výběr a definice mediální CS a nalezení komunikační platformy
Komunikační proces
Communication brief
Analyses
Communication
cornerstones
Deals negotiation
Campaign Architecture
Implementation planning
Negotiation
Campaign operation
management
Checking
Evaluation
Komunikační proces
Communication brief
Analyses
Communication
cornerstones
Deals negotiation
Campaign Architecture
Implementation planning
Negotiation
Campaign operation
management
Checking
Evaluation
•KOMU•CO•KDE•KDY
Target audience: HW 25-54 with children
Men
16 - 24 years
35 - 44 years
55 - 64 years
B
C2
E1
E3 - the lowest level
primary school
high school with GCE
1 000 - 4 999 inhabitants
20 000 -99 999 inhabitants
Distribution
Source: Median, MML-TGI Q1-Q2 2011
Who are they
Size of the audience is 826.000
What are they interested in?
Source: Median, MML-TGI Q2-Q3 2010
Top ten activities sorted by affinity index and top ten activities sorted by % of
respondents
HW 25-54 with children
They enjoy
shopping
HW 25-54 with children and their lifestyle
Source: Median, MML-TGI Q2-Q3 2010
do not think that
buying food is
boring(a.i. 124)
Like trying new
brands (a.i. 121)
Read labels on product wrapping
(a.i. 125)
Like shopping in
supermarkets /
shopping malls
(a.i. 120)
Use discounts as
much as they can
(a.i. 125)
When doing major
shopping they
prepare a
shopping list in
advance (a.i. 124)
They try to
live a healthy
lifestyledo the best to
follow the
principles of
healthy nutrition
(a.i. 130)
try to eat as much
fruit and
vegetables as
they can (a.i. 125)are doing the best
to buy foodstuffs
without
chemicals (a.i.
135)it is important to eat regularly
(a.i.115)
They orient their
diet/shopping list
to meet their
children needstry to have a
snack for
children (a.i.192)
eat healthier because of
children (a.i. 172)
cook mainly
because of
children (a.i. 190)
Mon
day
Tuesd
ay
Wed
nesd
ay
Thurs
day
Friday
Satur
day
Sunda
y0%
10%
20%
30%
40%
50%
2% 1%7% 9%
40%34%
7%
YES 24%NO 76%
Shopping behaviour
Is there any particular day you shop most of your food? (incl.
grocery)
Mon
day
Tuesd
ay
Wed
nesd
ay
Thurs
day
Friday
Satur
day
Sunda
y0%
10%
20%
30%
40%
50%
39%33%
38%
29% 27%23%
18%
200 000 shoppers
HW 25-54 with children
Major food shopping
Other food shopping
Source: Median, MML-TGI Q2-Q3 2010
Where shoppers also do major food shopping?
Albert
Billa
Coop - Jednota
Globus
HYPER Albert
Interspar
Kaufland
Lidl
Penny Market
Tesco
0.0771897699485815
0.0450743044152878
0.0263130113316618
0.0304086294468731
0.0405505986658867
0.0337175222041015
0.0485930747007776
0.0655416893818502
0.0443743646191128
1%
1%
1%
1%
5%
2%
6%
7%
3%
5%
3%
4%
10%
2%
1%
6%
7%
3%
3%
2%
5%
3%
2%
4%
5%
3%
3%
1%
1%
12%
11%
5%
15%
13%
19%
13%
9%
11%
7%
5%
5%
8%
5%
8%
4%
13%
5%
5%
10%
5%
6%
4%
2%
4%
18%
5%
9%
7%
2%
10%
11%
4%
6%
8%
6%
9%
3%
9%
15%
6%
4%
7%
4%
6%
Albert Billa Coop - Jednota Globus HYPER Albert Interspar Kaufland
Lidl Penny Market Tesco
Source: Median, MML-TGI Q2-Q3 2010
All shoppers
Factors influencing the choiceHW 25-54 with children
When deciding which shop to use for your regular grocery shopping what
would you rate as the most important factor?
Source: Median, MML-TGI Q2-Q3 2010
Globus
Hyper Albert
BillaTesco
Interspar
Albert
Lidl
Kaufland
Penny Market
Coop - Jednota
Structure of shoppers
Age
Socio
-econ
om
ic
cla
ssifi
cati
on
+-
-
+
Major food shopping
Source: Median, MML-TGI Q2-Q3 2010
Ahold shoppers are younger (except Globus shoppers) and with higher socio-economic classification in comparison
with other competitors
What kind of customers go shopping to particular store?
• Tight family budget
• Attracted by promotions
• Willing to travel even longer distances
• Tight family budget
• Attracted by promotions
• Willing to travel even longer distances
• Cannot see any significant benefit
• They have opportunity of shopping elsewhere
• Cannot see any significant benefit
• They have opportunity of shopping elsewhere
• Part of their ritual
• Proximity
• Part of their ritual
• Proximity
• Found benefit there (price, distance, personal, stuff…)
• Spread positive word of mouth
• Found benefit there (price, distance, personal, stuff…)
• Spread positive word of mouth
User chooser
Loyal
Představte si cílovou skupinu mladí lidé ve věku 15-25 let:
Kolik procent je v této skupině studentů?
Age structure of students
15 years
16 years
17 years
18 years
19 years
20 years
21 years
22 years
23 years
24 years
25 years
0
25
50
75
100
87 88 86
68
4226
2035
2213
8
13 12 14
32
5874
8065
7887
92
Students Others
80% of students 20% of students
Source: MML-TGI, Median
Přiřaďte cílové skupiny jednotlivým zadavatelům
• Muži, 15-24 let
• Všichni 25-54 A,B,C
• Všichni 18-60, vlastník ŘP, A,B,C1
• 25-50, vyšší vzdělání, umí pracovat s internetem
Nízkonákladové aerolinky, sportovní značka, bankovní ústav, čerpací stanice
Strategic target audience
• insurance strategic target audience is defined as
• ALL 25-54 sociodemographic profile A,B,C
• We analyzed thoroughly this TA in attempt to find out, if there are some significant heterogeneities, which would advise to split the TA and talk better to sub groups, or to recommend other TA
• But the result is that this target audience is homogenous and very well suitable for insurance purposes
• For purpose of this presentation we named them “Achievers”
15
Who are Achievers?Sociodemographic
• Size: 1.539.000• 53% are men• 84% with secondary school or university / college• More than 48% with net monthly income 17.500 CZK and more (17%
not given)• 66% are married
Source: MML-TGI ČR 2009/2010 4th and 1st quarter
• it is important to be insured for them - just in case • they deposit their money just to insured accounts.• they make ends meet very well• they save money regularly and are able save
money if they want/need to
Insurance & financial behaviour
What are Achievers interested in?
25-54 ABC1
Source: MML-TGI ČR 2009/2010 4th and 1st quarter
Top ten activities sorted by affinity index and top ten activities sorted by % of
respondents
Achievers Media behaviour
• MAGAZINES, TV & OUTDOOR are media with the highest reach
• INTERNET is the medium with the highest affinity
Source: MML-TGI ČR 2009/2010 4th and 1st quarter
High affinity media
High reach media
Reach vs. Affinity index
12 - 15
25 - 34
45 - 54
65 - 79
A
C1
D
E2
trained
university
Affinity index
12 - 15
25 - 34
45 - 54
65 - 79
A
C1
D
E2
trained
university
Affinity index
Achievers Usage of insurance products
75.2
24.8
No Yes
Life Insurance
71.9
28.1
No Yes
Accident Insurance
58.042.0
No Yes
Household Insurance
76.2
23.8
No Yes
House Insurance
12 - 15
25 - 34
45 - 54
65 - 79
A
C1
D
E2
trained
university
Affinity index
12 - 15
25 - 34
45 - 54
65 - 79
A
C1
D
E2
trained
university
Affinity index
Ag
eS
ocio
econ
om
ic
cla
ss.
Ed
ucati
on
Source: MML-TGI ČR 2009/2010 4th and 1st quarter
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32
0 Segmentace cílových skupin
Selection of relevant questions for segmentation
Segmentation step by step
Step1
Step2
Step3
Step4
Finding important factors for segmentation
Definition of segments
Description of segment typical member
Segmentation process description by Statisticians
Selection of relevant questions for segmentation
there were used questions focused on mobile phone usage
Factor analysisfactor analysis reduce total variability of data into relatively small number of variables (factors) and help us to detect structure of relations among variables
Cluster analysiscluster analysis sorted population into groups, so that the degree of similarity is strong among members of the same cluster and weak among members of different clusters.
Descriptions of segmentsspecification of basic characteristics of segments based on cluster centers selection of relevant segments for communicated product
Clusters
Factor analysis
Relevant variables
Cluster analysis
Factors
Step1
Step2
Step3
Step4
Questions focused on mobile phone usage:
• Do you personally have or use a mobile phone?
• it was used as filter for next analysis, segmentation process was made only for mobile phone users
• How much do you pay for your mobile phone service (incl. VAT) a month?
• What kind of settlement do you use?
• How old are you?
• Which of the following features do you use?
• this question was transformed by factor analysis (see next slide)
Selection of relevant questionsStep
1Step
2Step
3Step
4
Factor analysis Step1
Step2
Step3
Step4
Factor matrix shows correlations between the variables and the four factors (or "new" variables). Based on these coefficients (factor loadings) we can interpret their meaning.
Data Entertainment
Multimediahandset
Standard services
Source: Median, MML-TGI CR Q2-Q3 2006
Cluster analysis separate population into seven segments with different type of usage mobile phones. We need to re-name segments based on their factor profile:
Cluster analysis Step1
Step2
Step3
Step4
-2,0
-1,0
0,0
1,0
2,0
3,0
4,0
5,0
6,0
Data EntertainmentMultimedia Standard servicesAge of respondent PostpaidPrepaid Monthly costs for mobile phone service
2 384
Projection (000)
Segment1
Ab
ove A
vera
ge
Belo
w A
vera
ge
115 61 199 1 915 2 249
Segment3
Segment4
Segment5
Segment6
Segment2
Source: Median, MML-TGI CR Q2-Q3 2006
Age profile of segments
AGE
15 20 25 30 35 40 45 50 55 60 65 70 75
27
19
21
28
36
55
IndependentsFunsters
Cybers
High Life Seekers
Level HeadedSet in their way
50% of size of segment
middle age of
segment 2.384
115
60
199
1.915
2.249
59Mobile Nonusers 1.843
Source: Median, MML-TGI CR Q2-Q3 2006
Rozdělte níže uvedené proměnné tak jak by dle vašeho názoru spadaly do odlišných faktorů v rámci segmentace mobilních uživatelů
• Fotografování
• Informační služby
• Používání Facebooku
• Telefonování
• Checkování na Foursquare
• Browsování Internetu
• Natáčení videí
• SMS
Převod segmentů do cílových skupin
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9
Segmentation, based on MML-TGI survey with usage of all relevant questions focused on internet and soc-dem profile of the respondent
Selection of relevant questions from MML-TGI survey that are the same (or the most similar) as in other data sources
CHAID algorithm helps to reach with the most accurate description of target segments based on the selected questions
Definition of target group in all media surveys for all media types
Inte
rnet
users
seg
men
tati
on
Market segmentation – trasformation to other data sources
30
Youth – definition of target group for PRINT & RADIO
Due to absence of questions focused on mobile phone usage in Media project (PRINT survey) and Radio project (RADIO survey) it will be preferable to use MML-TGI data and target group as direct result from segmentation process for PRINT & RADIO planning.
Independents & Funsters & Age 12-26
years
PRINT&RADIO target group
Source: Median, MML-TGI CR Q2-Q3 2006
Youth – definition of target group for TV
Mobile Users & Age 12-26 years, prepaid card
TV target group
Life Style Survey (LSS) is questionnaire survey based on respondents & households of TV project. If we use questions from this survey focused on mobile phone usage, we can define relatively precisely target group corresponding to MML-TGI definiton.
MML-TGI and LSS survey have following common questions regarding to mobile phone usage:
Do you personally have or use a mobile phone?
What kind of settlement do you use?
As additional explanatory variables were used standard socio-demographic questions that are in both surveys.
Source: Median, MML-TGI CR Q2-Q3 2006
Youth – definition of target group for INTERNET
Age 12-26 years
INTERNET target group
Due to absence of questions focused on mobile phone usage in Netmonitor (internet survey), we had to use only standard socio-demographic questions for derivation of internet target group.
Age of respondent is only one relevant question that is statistical significant for „Youth“ description.
Source: Median, MML-TGI CR Q2-Q3 2006
Youth – Overview of media target group definitions
Mobile Users & Age 12-26 years, prepaid card
TV: TV project & LSS
Age 12-26 years
INTERNET: Netmonitor
Youth
PRINT & RADIO: MML-TGI
Independents & Funsters & Age 12-26
years
Source: Median, MML-TGI CR Q2-Q3 2006
Které segmenty jsou vhodné pro následující 3 cíle komunikace?
1.Udržení loajálních konzumentů
2.Zvýšení loajality nevěrných konzumentů Milka
3.Akvizice nových konzumentů
Segmentation of Chocolate Users
Milka consumers2.098.000
LowLess than once
a week1.180.000
MediumOnce a week
572.000
HighTwice a week
and more346.000
Non Milka consumers4.316.000
LowLess than once
a week2.607.000
MediumOnce a week
1.083.000
HighTwice a week
and more625.000
Chocolate consumers
12+
Power of consumption
Pow
er
of
loyalt
y a
mon
g o
ther
bra
nd
s
HIGH
LOW HIGH
LOW
Power of consumptionLOW HIGH
Pow
er
of
loyalt
y a
mon
g o
ther
bra
nd
s
HIGH
LOW
Unique67.000
Unique10.000
Unique11.000
Unique782.000
Unique219.000
Unique112.000
LowSwitcher296.000
LowSwitcher149.000
LowSwitcher
74.000
LowSwitcher1.188.000
LowSwitcher404.000
LowSwitcher232.000
MediumSwitcher618.000
MediumSwitcher277.000
MediumSwitcher115.000
MediumSwitcher567.000
MediumSwitcher392.000
MediumSwitcher234.000
HighSwitcher199.000
HighSwitcher135.000
HighSwitcher146.000
HighSwitcher
70.000
HighSwitcher
69.000
HighSwitcher
47.000
Source: Median, MML-TGI ČR 2008/2009 4th and 1st quarter
Hlavní komunikační idea – „CO“
insights themes platformadata
data
insights
• Tvrdě pracují
• Tráví čas s lidmi, které mají rádi
• Stále vylepšují domov
• Zajímají se o trendy, značkové věci
• Chtějí být dobře informovaní
• Zajímají se o finance
• Tráví volný čas mimo domov (sportovní zápasy, hospody, cestování)
themes
• Rodina
• Vylepšování domova
• Kariéra
• Společnost
• Jsou aktivní
platforma
“Všechno o rodině”Rodina je nejdůležitější věc v jejich životě. Pracují tvrdě, aby vytvořili domov pro rodinu. Chtějí trávit
volný čas s těmi, které milují.
K dosažení požadovaných cílů se musíme soustředit na budování povědomí prostřednictvím
masových médií
Zároveň jsme přesvědčeni, že orientace na rodinné prostředí a média zaměřená na rodinu je
správnou cestou k úspěšnému odlišení se a jednoznačnému rozeznání ČMSS od ostatních
značek.
Budování povědomí
Bonding
Brand Dynamic
Cultural DynamicIdeas
you love to share
SERIOUS, THRUSTWORTHY BUT DISTAND AND COLD PROFESSIONAL
HasteDetachmentDistrustAccount is a must not a choiceNo clear differencesNobody‘s giving the “worhful” reason
Brand Dynamic
Cultural DynamicIdeas
you love to share
BlueSeriousProfessionalGood resultsTrustyDistantNo emotionsScientist
We need to give people authentic reason to make their willful choice not only on reason, but on emotions
PEOPLE DON‘T SEE THE REASON TO INVEST TIME, TRUST AND EMOTIONS
WE ARE PEOPLE TOO
A jak toto převést do mediální strategie?
Brand strategy
Brand strategy should build up on strong „Idea You Love To Share“:
We are people too.
TV people placement in series, participation in talent shows
Leisure Fridays in bank, good neighbor approach,
Print PR and topic placement
Internet dialogue channels – Facebook, Twitter, Youtube
Connection with person possessing desired qualities
Brand Dynamic
Cultural DynamicIdeas
you love to share
A teď vy.
Děkuji za pozornost