達能媒介提案(英文版).ppt31

Media Objective
Key challenges for TUC
Total Savory segment dropping, while TUC still facing high competition from Pacific Soda, Danone Hi-Ca Soda and KSF 3+2
More and more mass market brands enhance the competition by low pricing strategy (XXX?)

Media Objective
Launch new TVC to build up the new “essentiality” brand image.
Build leadership position in biscuits category in eastern region
Expand to new market in northern, southern and western region to speed up building brand awareness
Planning Considerations
Target Audience
Female adults aged 30+

Creative Format
30” & 15”
New TVC Re-positioning TUC within essentiality platform

Target Market
Shanghai / Nanjing / Yangzhou / Ningbo / Suzhou / Wuxi / Changzhou / Beijing / Zhengjiang/ Hangzhou / Huzhou /Jiaxing / Xi’an / Nantong / Wuhan

Budget
12,000,000RMB (Net)

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