传播角色简介1rexona role of communication沟通作用.pptx

Rexona2016

RoleforCommunications

TheBriefDriveawarenessandpenetrationinkeymarketsRelevantproducteducationamongstfirstRexonausersDrivetrialtoincreaseconsiderationwithinnoncategoryandcategoryusersJTBDPrioritisemarketsandroleofcommunicationsFocusonfewer,biggerandbetterPuttheproductinthehandsoftherightpeopletotryandnotjustanyoneCommsImplication

KeyLearningsfor2016SeparateintomarketclustersandapplyroleofcommunicationstoeachclustertogetamoretailoredcommunicationneedCG1marketsasstrongholdtodetermineITOcontributionandsetbudgetseparatetotheothermarketsCG2CG3asgrowingmarkets–geoexpansionLongerdurationatthestartforimpactandlandthemessage–transitionto15”toreinforceCG1marketwon’tneed30”onlyCG2CG3MobiletoplayasignificantroleindrivingawarenessandpossibletrialespeciallyfordevelopingthehabitandactingasareminderchannelMaximiseshorterformatstomaximizemoreweeksonairforCG1tomaintainaconstantpresenceFlightinginburstsor2weekon/offforCG2CG3dependingontherestofthechannelideasandactivations

1.MarketClusterroleofcommunicationprioritisationStrongholdMarkets:definedasmarketswhichhavehighawarenessorhighpenetration;themainroleistomaintaincurrentlevelofawarenessandtoincreaseconsiderationDeveloping:Marketswhichmighthavelowerawarenesslevelsandmediumlevelofpenetration;themainprioritywithinthesemarketswillbetoincreaseawarenessprimarilyandtoincreaseconsiderationforthosewhoarewithinthecategorybutarenonRexonausers,toconvincethemtotryandbuytheproductNewMarkets:ThemarketswheretheymightnothaveATLcommunicationsbeforeorevenwhereproductswasnotpreviouslydistributedbefore4

MarketClusters Stronghold:GuangDongDeveloping:Nanjing,Shanghai,Tianjin,Beijing,Wuhan,Chengdu,Chongqing,Nanning5Source:CNRS,2013,female,“consumedinP