Media Recommendation Cambodia 2011

Media Recommendation
Cambodia 2011
Revised 15.3.11
Recap brief
 Product : Super Tunsai Ceramic Water Purifier (CWPs)
 Target : People who live in rural area especially housewife
 Media strategy with cost, the research on TV stations and
local radio
 Material : TVC 45 sec and 30 sec., will be finished on 11th
April 2011
Target Recommendation
Source : In-house mind and mood interview
Married
Cambodian will start to looking for a
couple since 16-18Yrs and will get
married around age 19-24 Yrs.
Queen of
the house
Cambodian females are queen of the
house, they are the key decision
maker for household things and
manage family ‘s finance
Male not buy
HH Product
Females as mother, sister, daughter
are the house shopper who buy the
household products for all family
members
Rely on
Shopper
Once house shopper buy household
product, all family members have to
use it
Target Female 18-55 Yrs.
is recommended
Media Strategy
3C Analysis
Clean
Water
I understand that boiling
water before drinking is
good for health but if there is
another way that doesn’t
take times & spends much, it
would be much better.
To educate rural people of
cleaner water and increase
brand awareness among
them to drive to trial
purchase.
Credible
I’m willing to buy the product I see
its advertising . It make me trust in
brand and look more credible than
those who not advertise.
“SuperRelevance
TUNSAI is your best
choice for clean water”
How?
Consumer
Insight
• Boost up TVC to
quickly educate
Media
Media
Hot spot
people and create
among
Hotawareness
Spot
target group.
Client
• Implement
the right mix Competitive
& tactics
Insight
Insight
to maximize
reach & impact.
• Support
with wide coverage radio
True to Client
to cover
rural targets. Differentiate
Sustainable
Let’s Try
Once I see the new invention
and look credible via the
advertising and the price is
not expensive, I’m willing to
buy and try it
The competitive markets are
not that aggressive and a bit
quiet at the moment.
Source :
•Mind and mood interview
•Media Touch Point Research
Media Consumption & Mix Strategy
With highest consumption, TV can quickly create
awareness among target in mass market
nationwide
Enhance brand recall, educate rural targets, deliver
product benefits and key messages by build up
frequencies.
Media Habit
Weekday
3.0% TV
0% Press
6.5%Pres
15.5% TV
30.% Radio
5.5% Radio
0% Mag
35.0% Watch TV
22.5% TV
4.5% Mag
• Mid Night
7.0%Press
14.0% Radio
8.0% Mag
•Morning
6.5% Radio
41.0% TV
6.00-7.00 7.00-9.00
1.5% Mag
4.5% Press
9.00-11.00
21.00-22.00
11.00-12.00
WEEKDAY
62.0% Watch TV
1.5% Press
• Night
5.5% Press
7.5% Radio
8.5% Mag
0% Press
22.00-24:00
15.5% TV
9.0% Radio
6.5% Mag
32.0% TV
12.00-13.00
19.00-21.00
13.00-15.00
3.0% Press
9.0% Radio
8.5%Mag
12.0% Radio
17.00-19.00
15.00-17.00
14.5% TV
2.0% Mag
3.5% Press
37.5% Watch TV
2.0% Press
(Fe : 16-55 Years old, ABCD
Phnom Penh & Nationwide)
MTP Research : N=200
16.5% TV
10.5% Radio
4% Mag
2.0% Press
7.5% Radio
6.5% Mag
10.5% Radio
8.5% Mag
Media Habit
Weekend
21% TV
3% TV
4.5% Press
0.5% Press
3.5% Radio
0% Mag
23.% Radio
6% Mag
24% TV
4.5%Press
13% Radio
9.5% Mag
27.5% Watch TV
• Mid Night
•Morning
1% Press
22.00-24:00
7% Radio
4% Press
8% Radio
7% Mag
34%
6.00-7.00 7.00-9.00
TV
6% Press
0.5% Mag
9.00-11.00
21.00-22.00
11.00-12.00
WEEKEND
47.5% Watch TV
• Night
1% Press
19% TV
11% Radio
7.5% Mag
29%
12.00-13.00
TV
2.5% Press
19.00-21.00
11.5% Radio
13.00-15.00
7.5% Mag
10.5% Radio
17.00-19.00
15.00-17.00
22% TV
1% Mag
5.5% Press
30% Watch TV
17% TV
4.5% Press
(Fe : 16-55 Years old, ABCD
Phnom Penh & Nationwide)
MTP Research : N=200
8% Radio
2% Mag
1.5% Press
7.5% Radio
6% Mag
11% Radio
9% Mag
TV Strategy
Insight
Strategy
:
:
Rural Housewives leave TV on all day long
Sufficient weight to breakthrough competitive
TV clutter, optimum weight & the right mix are
the key
TV Structure
Awareness
Concern
Create Awareness
Burst TV loose spot in top 3
channels to reach target
audiences
 Focus on Prime Time and
2nd Prime Time as the viewership
is high
Engage
Consult
Trial
Problem Solution/Brand Engagement
 After launching and awareness was established,
long sustaining period can create brand
engagement and drive to trial purchase.
 Distribution/Sales team to the points to educate
target audiences which can solve any problem
concerns.
TV Channel Selection
Channel Mix:
Time-Band Mix:
CTN: 70%
Early Morning: 10%
Prime Time: 40%
2nd Prime: 40%
Late-Prime: 10%
TV5: 30%
TOP TV STATION BY AREA
100
90
80
70
60
50
40
30
20
10
0
CTN and TV5 showed the high rating in
all provinces
78
59
65
55
40
39 40
30
53
50
31 28
13
TV CTN
TV 5
TV Bayon
45
20 18
15
13
10
5
3
SEATV
Phnom Penh
TV 3
28
2023 19
18
3 5
MyTV
Kompong Cham
TV 9
6
0 0 3
TV 11
Siem Reap
1313 10
8 10
TV K
Battam bong
0
8
CCTV
16
0
0 3 3
PPTV
5
0
5
0
TVB1
Program Mix
Female Viewership
Korean Series
30%
Chinese Series
10%
Khmer Series
30%
Variety/
Entertainment
10%
Live Concert
10%
Comedy
10%
Focus Top hit programs such as
Khmer/Korean/Chinese Series,
Live Concert/ Comedy and Variety
entertainment show.
No
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Programs
Korean series
Anbe Sokea &Leakena Live
Entertainment Tonight Live
Korean series
Korean series
Fun at Village Live
​
Classic Concert Live
A1 Concert Live
Deal or No Deal
Countryside Music Live
CTN21 Live
Modern Concert Live
Philipine series
Khmer series
Khmer series
Weekend Comedy
Daily news
Bayon Hit Concert Live
All Star Concert Live
Korean series
TV Station
CTN
CTN
CTN
CTN
CTN
CTN
CTN
CTN
CTN
TVB
CTN
CTN
TV5
CTN
CTN
TVB
CTN
TVB
TVB
TVB
Day
Mon-Fri
Mon
Sat
Mon-Fri
Mon-Fri
Tue
Sat
Sun
Sun
Sun
Wed
Sun
Mon-Thu
Mon-Tue
Wed-Fri
Sat
Mon-Fri
Sat
Sun
Mon-Wed
Time
20.15-21.00
21.00-22.30
17.00-19.30
11.00-12.00
12.00-13.00
21.00-22.00
10.30-13.00
11.00-13.00
20.30-21.30
19.00-21.30
21.00-22.00
17.00-19.50
18.00-19.00
19.30-20.15
19.30-20.15
11.00-12.00
18.45-19.30
12.30-14.30
12.00-14.00
21.00-22.00
Rating
22.39
21.85
20.11
19.60
19.37
18.64
18.47
18.47
18.31
18.03
17.72
17.71
17.27
17.10
16.94
16.51
16.25
16.21
16.21
15.11
TV Weight Direction
Weekly Spot
Strategy :
 Launch TVC for first two weeks, then sustain for 8 wks
 Target 3+Reach for 70% by end of campaign
 Use pulsing tactics for optimum impact with minimum budget.
40
35
30
25
20
15
10
5
0
Total Spot
Total TRPs
Reach 3+
Reach 1+
Launch: 330
TARPs/wk
1
02
APR
22
22
03
04
Total Spot: 154
Total TARPs: 2310
R3+: 70%
CPRP: 6.74
Sustain: 225-300 TARPs/wk
20
20
20
20
05
06
07
08
MAY
15
15
09
010
JUN
011
44
660
80
1200
30
450
35%
43%
55%
70%
20%
35%
012
Radio Strategy
Insight
:
Strategy
:
Housewives also listen to radio while doing
housework
Focus on top stations to reach the target
especially in rural area
Radio Structure
Educative


Stimulate them to try
To create awareness of the benefits
of clean water among target
audiences especially in rural area
To stimulate the audiences to buy
the product
New Experience!!

Strongly Focus on morning part

Utilize FM top upcountry radio
stations in 4 key provinces (Kg.
Cham, BTB, SR and extend to
Sihanouk Ville ) which have the
large population and big
purchasing power
Program & Station Selection
Female Listenership
No
1
2
3
4
5
No
1
2
3
4
5
%
Focus most listened programs such as
morning news/Health/Horoscope/Music
in order to grab audiences' attention
No
1
2
3
4
5
Radio stations
Radio FM 98
Radio FM108
Radio FM 102
Radio FM 103
Radio FM 107
Radio Stations
Radio FM SR 102.5
Radio FM SR 100.5
Radio FM SR 93
Radio FM SR 105
Radio FM SR 95.5
%
22.00
20.00
19.00
18.50
17.00
%
21.0
20.0
18.0
15.0
14.0
Radio Stations
Radio FM BB 91
Radio FM BB 103.25
Radio FM BB 96
Radio FM BB 92.70
Radio FM BB 93.5
%
19.0
17.0
15.0
9.0
8.0
No
Radio Stations
1 Radio FM K.CH 100.5
%
23.0
2 Radio FM K.CH 92.5
21.0
Media Flowchart
Schedule : April 2011
Schedule : May 2011
Schedule : June 2011
Budget Summary
MEDIA
TVC ( 45"& 30" )
Radio (30")
TOTAL
AGF 3%
SUB TOTAL
VAT 10%
GRAND TOTAL
SPOT
154
1,650
BUDGET (U$D)
$
15,576.00
$
2,079.00
$
17,655.00
$
529.65
$
18,184.65
$
1,818.47
$
20,003.12
%
88%
12%
100%