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1、Delivering The Unassailable AdvantageCastrol 1999 Media RecommendationDate : Sep 14, 1998The Role of Media For CastrolCASTROLs media money need to be invested as effectively as possibleto achieve returns from the advertising as well as to compete the directrivals, i.e. SHELL, MOBIL:- to the right pe
2、ople- at the right time- in the right place- at the right amount of timesEffective Media Planning/BuyingEffective BuyingUnderstanding AudiencesSupporting RegionalityTactical TimingMedia UsageMarket Support / Budget GuidelinesHebeiHebeiShaanxiShaanxiInner MongoliaInner MongoliaLiaoningLiaoningJilinJi
3、linHeilongjiangHeilongjiangShandongShandongJiangsuJiangsu AnhuiAnhui ZhejiangZhejiang JiangxiJiangxi FujianFujianHenanHenanHubeiHubeiHunanHunanGuangdongGuangdongGuangxiGuangxiShanxiShanxiQinghaiQinghaiSichuanSichuanGuizhouGuizhou YunnanYunnanTibetTibetHainanHainanGansuGansuShanghaiShanghaiBeijingBei
4、jingGuangzhouGuangzhouTianjinTianjinXinjiangXinjiang UygurUygur Budget: 16 Mil(Gross) Market: The same as in 1998- GD/FJ/SC/GX/HN- JS/ZJ- SH Media ObjectivenTo maintain the brand awareness In 1998, Shell deployed its TVC format into mix of 15”/30” and 45” Implications: . to make consistent TVC forma
5、t to attract more targets.1997, Jan-Dec1998, Jan-Jun Source: X&LSchedulingnTo commence the activity ahead of the peak of competitive investment to make early noise ahead of competitor.nSince the different competitive activities vary in different areas, we invest in different periods in different are
6、as.GD/FJ/SC/GX/HN- to start from the end of February (After CNY) 1999 JS/ZJ/SH- to start from March 1999 Media Opportunity For Media Opportunity For CastrolCastrolTV Viewing Habit:On-target TV Program Consumption -GZSource: CMMS 1998Sports Program appeals to our target-Male, 23-45, Motor-cycle Users
7、Attitude: On-target Sports Program ConsumptionSource: CMMS 1998/Target:23-45,male, motor-cycle owners Watched any sports as a spectatorSoccer games is the favorite sports appeal to our target.Opportunity in Guangdong (I)Opportunity in Guangdong (I)nTV Station:Guangdong Star TVnProgram Name:English P
8、remier LeaguenTV Package:English Premier League Ads PackagenBroadcasting Timing: Time A -Total 35 Matches l 1998 Aug 15 begin, Saturday 21:55 l 1998Nov 7 begin, Saturday 22:55 l 1999Apr 3 begin, Saturday 21:55 Time B -Total 10 matches l Sunday 22:55 5 games l Sunday 23:55 5 gamesnAds Position: Gold
9、Package-Diamond Package-Preside-First Half Match-Diamond Package-Gold Package-Preside-Second Half Match-Diamond Package- -Gold Package-Preside .Opportunity in Guangdong (I)Opportunity in Guangdong (I)nCost For Sponsor: Diamond Ads Package l 30” RMB 839,800 l 15” RMB 525,300 l Total 45 match ,3 spots
10、 /match 135 spots Gold Ads Package l 30” RMB 635,800 l 15” RMB 414,800 l Total 45 match ,3 spots /match 135 spotsnBackground Board Sponsor xxx Ads Package RMB 1,179,800 Formx x x English Premier League Total 135 spotsOpportunity in Guangdong (II)Opportunity in Guangdong (II)nTV Station:Guangdong Sta
11、r TVnProgram Name:English Soccer LeaguenTV Package:English Soccer League Ads PackagenBroadcasting Timing: Third Round MatchesJan 2, 322:55 Forth Round MatchesJan 16,1722:55 Fifth Round MatchesFeb 13,1422:55 Sixth Round MatchesMar 13,1422:55 Semi FinalsApr 3, 421:55 FinalsMay 2221:55nAds Position: Go
12、ld Package-Diamond Package-Preside-First Half Match-Diamond Package-Gold Package-Preside-Second Half Match-Diamond Package- -Gold Package-Preside .Opportunity in Guangdong (II)Opportunity in Guangdong (II)nCost For Sponsor: Diamond Ads Package l 30” RMB 193,800 l 15” RMB 134,300 l Total 11 match ,3
13、spots /match 33 spots Gold Ads Package l 30” RMB 142,800 l 15” RMB 100,300 l Total 11 match ,3 spots /match 33 spotsnBackground Board Sponsor xxx Ads Package RMB 287,300 Formx x x English Soccer League Total 33 spotsOpportunity in Shanghai (I)Opportunity in Shanghai (I)nTV Station:SCATV 3-Sports Cha
14、nnelnProgram Name:English Premier LeaguenPeriod: 1998 Aug 25-1999 May 15nBroadcasting Timing: l Column:Tuesday18:30 l Match:Tuesday20: 00nEntitlements: Column & Match have been sponsor of xxxx 1 x( 5” + 30”) Opening & Closing per Column 1x(5 ”+ 30”) Column and Match , Before & Inside SCATV3 Before a
15、nd After News ,Every Tuesday 5” Billboard nCosts: Sponsor:RMB 1,070,000 Regular buy:30”9,000Opportunity in Shanghai (II)Opportunity in Shanghai (II)nCosts: Sponsor:RMB 749,000 Regular buy: l 30” 6,300 l 15” 4,200Budget Summary (Option I)Budget Summary (Option I)Cities TVSplit( Net RMB000)Guangdong/Fujian/Sichuan/Guangxi/Henan 7,310,00051%Jiangsu 2,692,80019%Zhejiang 1,927,20013%Shanghai 2,510,40017%Total14,440,400 100%Grand Total (Gross): 16,106,875Budget Summary (Option II)Budget Summary (Option II)Cities TV Sponsor Split( Net RMB000) ( Net RMB000)Guangd
