奥美-SINA.com

nullnullSINA.com January 16, 2003SINA.com January 16, 2003Ogilvy BeijingAgendaAgendaMedia Competitive Scene Sina.com Insights & Positioning Marketing Approach Our ApproachnullInternetEstimated no. of Internet Users in China Estimated no. of Internet Users in China 35%79%91%123%Source : CNNIC (Jan 2000)Internet Users - Geographical DistributionInternet Users - Geographical DistributionSource : CNNIC (Jan 2000)%Internet Users - SexInternet Users - SexSource : CNNIC (Jan 2000)Female 15%Male 85%Male 79%Female 21%Jun 1999Dec 1999Internet Users - AgeInternet Users - AgeSource : CNNIC (Jan 2000)Internet User - OccupationInternet User - OccupationSource : CNNIC (Jan 2000)%Place of Internet AccessPlace of Internet Access%Source : CNNIC (Jan 2000)Online TimeOnline Time%Information Gathered OnlineInformation Gathered Online%Most Frequently Used ServicesMost Frequently Used Services%Telecom InfrastructureTelecom Infrastructure# of telephones (million) installedSource : IDCPC InstalmentsPC Instalments# of PCs (million) installedSource : IDCPC Penetration vs Internet AccessPC Penetration vs Internet Access%Source : CMMS Internet Access / PC Penetration = 58% 51% 62% 34% Internet SummaryInternet SummaryExponential growth in internet users more than double in 6-month time Broad geographical coverage majority of users in key cities - Beijing, Shanghai, Guangzhou coastal markets show great potential Gradual change of demographic profile male-skewed but the female share is increasing a significant portion of users are IT practitioners and students but increasingly spreads across different industriesInternet SummaryInternet SummaryLocal websites are getting more popular - e.g. SinaNet Domination of key sites especially portals Diversification of websites to suit needs of different markets - e.g. SinaNet and Yahoo in China, Hong Kong and Taiwan. Internet alliance - China (Netease), HK (Netvigator) and Taiwan (Kimo) Extensive websites emerge in China. Room for improvement in content only a small % of sites accept advertising Implications to advertisers need to improve the websites use of conventional & interactive media to drive trafficInternet SummaryInternet SummaryDrivers of internet development in China expansion of information sources drive from China government aspiration of the new Chinese generation to have quick access to the world fast-growing telecom infrastructure increasing household penetration Hindrance narrow bandwidth high telecom fee language barrier lack of Chinese information sources issue of securitynullCompetitive Media ReviewIntroductionIntroductionSource of data AC Nielsen Adquest Media TV + Newspaper + Magazine Period： 1999 Jan - Dec Area Nationwide -- focus on Beijing / Shanghai Guangzhou Based on mointored figures Gross rate card rate without frequency/ special discount Source AC Nielson SRG Web Category - Ad. SpendWeb Category - Ad. SpendRMB('000)142%408%197%Source : AC Nielsen Adex 1999Web Category - Ad. Spend in Primary Cities (BJ + SH + GZ)Web Category - Ad. Spend in Primary Cities (BJ + SH + GZ)RMB('000)81%198%361%Source : AC Nielsen Adex 19991999 - Top 10 Web Advertisers1999 - Top 10 Web AdvertisersRMB’000sSource : AC Nielsen Adex 1999Web Category - 1999 Media SplitWeb Category - 1999 Media SplitSource : AC Nielsen Adex 1999Key Competitors - Share of Voice (1999)Key Competitors - Share of Voice (1999)Sina.com - aggressive launch campaign in late 1999, occupying more than 30% of total category spendSource : AC Nielsen Adex 1999Key Competitors - Media Spend (1999)Key Competitors - Media Spend (1999)USD’000sSource : AC Nielsen Adex 1999Yahoo.cn + Sina + Sohu + Netease - Spending By Month (1999)Yahoo.cn + Sina + Sohu + Netease - Spending By Month (1999)Spending skewed towards the 2nd half of the yearSource : AC Nielsen Adex 1999USD’000sSinaSinaSummary 1999 Spending : USD 1.29 million S.O.V : 34% 2000 Jan : USD 33,373 Highlights : TV - Program mix: *Drama(41%), *Sports(20%), *Variety(19%), *Documentary(13%) Press - Beijing Youth Daily, Shopping Guide, Guangzhou Daily, Nanfang Dushi Bao, Nanfang Saturday, Zu Qiu, Shanghai Times Wen Hui Bao, Xinmin Wanbao Press 14.5%Magazine 0.21%TV : 85.3%SohuSohuSummary 1999 Spending : USD 31.4 million S.O.V : 8% 2000 Jan : USD 10,000 Highlights : - 100% in newspapers - Beijing Youth Daily, China Youth Daily, Shopping Guide, Guangzhou Daily, Nanfang Dushi Bao, Securities Times, Yangcheng Wanbao, Shanghai Times, Wen Hui Bao, Xinmin Wanbao, Shenzhen Special Zone DailyPress : 100%NeteaseNeteaseSummary 1999 Spending : USD33,000 S.O.V : 1% 2000 Jan : USD 22,651 Highlights : - 100% press - Beijing Youth Daily, China Youth Daily, Guangzhou Daily, Nanfang Saturday, Yangcheng Wanbao, Shanghai TimesPress : 100%nullBrand Stewardship Customer OwnershipBrand Stewardship Brand Stewardship PerceptionsCall to actionEmotionsImageryCollective ‘Shared’ ValuesDifferentiationAwarenessCredibilityBrand PreferenceTop of MindTrustPublic Face of the BRANDBrand Stewardship & Customer OwnershipBrand Stewardship & Customer OwnershipPerceptionsEmotionsImageryCollective ‘Shared’ ValuesDifferentiationAwarenessCredibilityBrand PreferenceCall to actionPersonalized OffersIntimacyRelevant Detailed InformationInteractive DialoguePersonal RecognitionPersonal RelevanceTop of MindTrustPrivate Face of the BRANDPublic Face of the BRANDWhat We DoWhat We DoCRM Electronic Marketing Scenario Planning Database Marketing Live ChannelsClient Service Planning Creative Media Interactive Technologies ProductionDatabase Development Customer Care Digital PrintingConsultancyCommunicationsConnectionsCustomer Ownership Cycle- Managing the Customer Value Gaps Customer Ownership Cycle- Managing the Customer Value Gaps AwarenessConsiderationComparison & BrowsingRegistrationPurchaseRepeatSupportnullSina.comSina.com Business ObjectivesSina.com Business ObjectivesContinue the leadership position in China dot com category Maximize reach % of web users translating to the highest page views volume in China Maximize no. of registered web users Generate advertising revenues Generate e-business related services revenues Build Sina as a new mega internet brand with distinctive character and franchisable equitySina.com Marketing ChallengesSina.com Marketing Challenges Identify a single, unique value proposition and (re-)define the category Develop marketing program that lead to Sina's leading position in China Expand perception of Sina as a general platform to embrace varied vertical properties Derive a focused brand building and integrated communication plan and best optimize use of budget Foster a favourable relationship with government, press and stakeholdersSina.com -- Drivers of SuccessSina.com -- Drivers of SuccessExtend Brand image Drive desired behavior Site visits Registered membership Repeat visits & continued participation in revenue driving events Manage customer relationships to maximize loyalty Optimize overall marketing performance and ROInullBrand Insights & PositioningWW Portal Prognosis: Flat GrowthWW Portal Prognosis: Flat GrowthOnly 20% of Web traffic will be through portals by 2002. Only 20% of online sales ($8.7 billion) will be generated through portals in 2002 vs. 18% in 1999. Source: Jupiter Communications, 1999WW Competition for Portal Traffic is HeatedWW Competition for Portal Traffic is HeatedSource: Media Metrix, 1999WW Portal Satisfaction RateWW Portal Satisfaction Rate% saying they are totally satisfied with the brands available in the categorySource: BRANDZ, the WPP Equity StudyUS Users Perceive Leaders in "The Pack”US Users Perceive Leaders in "The Pack”Source: BRANDZ, the WPP Equity StudyWe Create by Working Through a Brand RelationshipWe Create by Working Through a Brand RelationshipCustomer Segment Profiles BrandPrint Product Positioning Customer Prints Marketing Communication ApproachMarketing Communication ApproachCustomer Acquisition StrategyCustomer Acquisition StrategyRelationship MarketingMedia Drive to WebPartnerships & Exclusive OffersPush cross-sell and up-sell with targeted direct marketing techniques Digitally capture customer knowledge to inform relationship marketing Establish e-business services affiliates and partnersDrive traffic with relevant media Continually optimize media buy based on learning Leverage Sina.com communications/ advertisingnullOne-to-One Marketing1:1 Relationship MarketingRequirements for Effective 1:1 MarketingRequirements for Effective 1:1 MarketingCustomer ProfilesEffective 1:1 CommunicationsDB Marketing Infrastructure (tbd)Targeting Offer Strategy Optimal Media Message Strategy Online RequirementsOpportunity Sizing List Generation Campaign Tracking Customer Tracking Automated emails Personalized Content Testing & Learning Measure Marketing PerformanceInvestment aligned with high-value opportunities Drive response through relevant messages & offers Reduce acquisition costs Maximize share of spend Maximize ROI Needs & Preferences HH Demographics Purchase History Marketing Response History Online Behavior Customer Database Campaign Management System eMail Campaign Engine Response Handling Metrics & Measurement Tools360º Degree Branding Every point of contact builds the brand360º Degree Branding Every point of contact builds the brandSegmented Brand CommunicationsGeneral Brand Communications*TVCRadioPrintOnline AdvertisingSite ContentCustomer ServiceDMail /E-Mail*nullMedia Allocation ModelTop wired segments, IT print lifestyles Mag%MagazinePrint Ad, sponsorship content partnership%NewspaperAdvertising, exposure effect barter deal%OutdoorReach, frequency & geography %TVReach, frequency top wired segments%RadioWebvertising, drive to web, link sponsorship, strategic alliances%OnlineE-mailing and database marketing%Targeted MailTracking and MeasurementTracking and MeasurementAdvertising communication effectiveness Brand score tracking v.s. key competitorsOur ApproachOur ApproachProject ScopeProject ScopeCustomer segment profiling Sina senior executive interview Sina loyalist profile/behavior study Customer print development Competitive positioning analysis Brand positioning Brand audit & brand print development 360 degree brand management planning Integrated communication planning Brand campaign creative development & master media planning Brand and communication tracking study planningThe first next step: Talk to the CustomerThe first next step: Talk to the CustomerQualitative research to determine: Expectations of Sina.com as a gateway Usability, stickenss & loyalty of Sina.com Reactions to positioning and promotion of Sina.com Competitive comparison Quantitative research to determine: Current portal use of web users ***** Branding scores ***** Types of new services and experiences expectedTimingTimingConfirmation of scope and quotation by end Mar Project completed by early Jun 2000QuotationQuotationRMB 1,000,000 third party research costs excluded media plan and buy services excluded Payment: downpayment (contract signed) 30% interim term payment 30% final payment 40%Next ActionNext ActionClient to review this proposal Agency to discuss with Client on 20 Mar 2000null