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04/1

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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?


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


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


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


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?


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


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


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


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


04/1

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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


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


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


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.


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.


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


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






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


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


you love to share

A teď vy.

Děkuji za pozornost

[email protected]

Education

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