1、Nokia Networks and Carat Business,Apr 15, 2005,Global Support,Who are Carat Business?,We are a specialist Business to Business media planning andbuying agencyWe offer insight, multi-media solutions and implementationCarat Business was set up to deliver specialist expertise in B2B markets this is our
2、 sole remitOur knowledge and expertise has been built up over thirteen yearsWe offer specialism, a passion for B2B and the capability and resource of a large international network,Carat Business are a specialist with the power of a network,+ market knowledge + committed individuals,CARAT BUSINESS,+
3、global resource + scale/clout,Networked consumer agencies,Independent specialist agencies,Our technology media experience International Technology Clients,A dedicated, specialised & committed team Power of the UK Carat companies A thorough approach to planning and a completely integrated media solut
4、ion Outstanding media value,Experience,Integrated Media Solutions,Value,People,We understand you, your product and your market,Nokia Networks account structure,Proposed agency set-up,Nokia Networks,Contra,Carat Business hub,Russia Poland Czech Hungary Ukraine Turkey,South Africa hub,W. Africa remit,
5、S. Africa remit,E. Africa remit,N. Africa remit,Middle East hub,Local offices,North America hub,Latin America hub,Local offices,China & APAC hub,China remit,APAC remit,Local offices,Carat Business Global Team,EMEA,REST OF WORLD,Working Procedure (Greater China),Global,China,Hong Kong/Taiwan,Develop
6、global strategy,Communicate global strategy with local office after getting global client approval,Present global strategy to China client,Get China client consensus on media strategy localization for Greater China,Brief Hong Kong & Taiwan to develop local media strategy & plan,Develop local media s
7、trategy and media plan,Process,Present Greater China plan to China client and cc Global Team,Send to China team to present to client,Get China client approval on Greater China media plan,Provide China client approved media plan to Global team for global client approval/sign off,Execute the approved
8、media plan,Get global client approval on local media plan,There is no global brief for Taiwan and Hong Kong yet,Summary: Process,Global campaign over arching principles agreed. Liaison to agree localisation what is appropriate for region? What are the best timings (ensure that this fits in with crea
9、tive development and other local activity). Plan to be developed in line with central objectives. Sign off/approval at central Nokia Networks (Finland).,China Process & Local Expertise,Stepping Stones For An Unrivalled Service,A standardized process that: Delivers insights Encourages innovation Ensu
10、res thorough interrogation of your businessWorldwide,Our Strength,Print Strong print buying clout with various print focus clients, e.g. BMW, Pernod Ricard, AMD, Philips, Gucci, Estee Lauder, etc. Maximize clients benefit by our buying clout Always strive for free “editorial” page Able to obtain bon
11、us ad page (at least 5% of the total spending) Strong execution capability (able to extend printing time in some media) Make Creative Buy possible,Print Negotiation Case 1 (Efficiency),Special negotiation for BMWs 16 consecutive pages insert in newspaper (same size as 16 x FP ads)Instead of using 16
12、 consecutive ad pages cost, we negotiated a special deal based on (paper cost + printing cost + labor cost + postage）x newspapers circulation Total savings of up to 40% was achieved,Conseceutive 20 pages editorial with Clients logo (placed in the middle of the page with a creative die cut treatment)
13、,Print Negotiation Case 2 (Efficiency + Creativity),Print Negotiation Case 3 (Creativity),Unfold,Ad plus editorial, unfold on top 1/3 page to reveal BMW, to denote reach for the top,Global Brief and Strategy,Brief and strategy - Objectives,Imperative to work closely with Contra so that media and cre
14、ative are seamless. Delivery of media should enhance and echo brand values.,Achieve measureable improvement in perception of Networks,Create more consultative & interactive customer relationship,Deliver a consistent look & feel across all touchpoints,Support overall brand, fitting overall picture, c
15、learly expressing B2B aspect,CREATIVE,CREATIVE,CREATIVE,MEDIA,Brief and strategy,Three levels of target1. Operators, existing and prospects- Primarily CXO level: CEO, CFO, COO CTO and other decision makers- Influencers within the operators organisation, other employees2. Analysts, investors, media a
16、nd other industry influencers3. Networks employees (primary: marketing & sales force),Priority for ATL,Important,Overarching principles,Broad “C Level” type publications:,Telecoms,Government,Marketing,Medical,IT,Construction,Targeting at senior level, but cross industry wastage,CORE TARGET,Targeting
17、 at industry level, wastage across job title, but pick up of influencers,Vertical press environmentally strong, cost effective and targeted Vertical press “wastage” has value,Overarching principles,These elements underpin an effective media plan One size does not fit all,Industry dynamics (& NN info
18、rmation),Audience analysis & consumption,Media opportunities,Market by market solutions,Local information & intelligence,Overarching principles are a good starting point, but Each market presents an individual brief Local expertise is key,Recap Clients Briefing meeting on Mar 25, 2005,Nokia Networks
19、 would like to have two options of media plan Option one, only focus on Trade titles Option two, combination of Business title and Trade titleRegarding the OOH, some action points as below: First kick-off city: Beijing Focus on searching media around / inside two of operators headquarters, i.e. Chin
20、a Mobile Provide OOH opportunity inside and outside airport,China Strategy,Competitive Analysis,Data Introduction,This media competitive spending analysis is based on two data sources A.C. Nielsen AdQuest Report includes spending for TV, general newspaper and general magazine A more established ad s
21、pending monitoring company 慧聪国际咨讯集团 In addition to general Newspaper and Magazine, trade titles are the key information from this source All monitored spending are based on rate card rate Data Period : Jan 2003 Dec 2004,Media Selection by Brand (2004),单位：万元,Source : 慧聪国际咨讯集团,Spending by Brand by Med
22、ia Focus (2004),Source : 慧聪国际咨讯集团,单位：万元,Competitors Definition Only employed Renmin Youdian Bao,Source : Nielsen Media Research,RMB,Ericsson,Nokia,ZTE,Huawei,Siemens,Nortel,SH Bell,Huawei, Siemens, Nortel and Ericsson increased their spending on Renmin Youdian Bao in 2004,Spending on by brand 2003-2
23、004,Source : Nielsen Media Research,RMB,Ericsson,Nokia,ZTE,Huawei,Siemens,Nortel,SH Bell,Business Titles are quite heavily employed by Huawei, Nortel and ZTE,Spending on other National Newspapers by brand 2003-2004,Source : Nielsen Media Research,NP Spending Summary (2004),Source : Nielsen Media Res
24、earch,Magazine media Usage 2003-2004,RMB,Huawei,Nokia,ZTE,Siemens,Nortel,SH Bell,Ericsson,25%,100%,34%,66%,66%,32%,75%,82%,18%,47%,53%,100%,100%,100%,100%,Huawei and Siemens used both Business and Inflight magazines,10%,90%,75%,25%,2%,Source : Nielsen Media Research,Business Magazine Title Selection
25、 by Brand (2004),Source : 慧聪国际咨讯集团,Trade Magazine Title Selection by Brand Top Ten (2004),Huawei,Huawei Technology Co.,Huawei 3com Co,Huawei,Siemens,Siemens Hipath Solution,Siemens Co Ltd.,Siemens Telecom,Nortel,Ericsson,ZTE CDMA Mobile Comm. Systems,ZTE Communication,ZTE ZXDSL ZH KDJR System,ZTE,SH
26、 Bell,Huawei, as our key competitor, put heavy effort in media investment Trade Titles are the main media employed by competitors to deliver both brand image and product information Renmin Youdian is by far the most important medium for all competitors, a must have trade title Communication Weekly a
27、nd Communication World also received popularity by all competitors Competitors also use business titles for brand image building,Findings & Implications,Outstanding creative is the core to stand out from clutter We should consider the combination of trade titles and business titles,Target Audience,T
28、hree levels of target1. Operators, existing and prospects- Primarily CXO level: CEO, CFO, COO CTO and other decision makers- Influencers within the operators organisation, other employees2. Analysts, investors, media and other industry influencers3. Networks employees (primary: marketing & sales for
29、ce),Priority for ATL,Important,Target Audience,Targeting at C-Level,C-Level lives in general: Busy, time pressed Bold & aggressive power players and decision makers Independent thinkers and leaders Striving to develop local as well as overseas market Aggressive contenders seeking competitive edge,So
30、urce: CBES 2004,Media Consumption Habit,Reach %,TV & Print have the best coverage but TV has high wastage,Media Strategy,Overarching principles - Localization,Broad “C Level” type publications: Business print,Telecoms,Government,Marketing,Medical,IT,Construction,Targeting at senior level, but cross
31、industry,Targeting at industry level, wastage across job title, but pick up of influencers in the key industry,Vertical print environmentally strong, cost effective and targeted Business print more of “C” level interest,Telecoms / IT,Media Strategy,Media Strategy,Trade Print,Media,Consideration,Busi
32、ness Print,Outdoor,Media Selection,Trade Print Focus,Technical,News,Telecom & IT,Integrated,Trade Title Category,Trade Print Titles Selection - Newspaper,For Trade Newspaper, Priority will be given to the leading authoritative industry newspaper serving communications, Peoples Post and Telecommunica
33、tion News Frequency More insertions will be put on the first launch week of each wave Position & Format Premium position and format, e.g. FP and HP on the cover or back cover of each section,Trade Print Titles Selection - Magazine,For Trade Magazine, title selection criteria Interest of the core tar
34、get group Editorial content Printing quality Readership profile Circulation Publishing group background Frequency More insertions will be put on News & Integrated trade titles Position & Format Premium position and format, e.g. Cover gatefold or Three consecutive pages to enhance impact,Trade Print
35、Selection Criteria,Trade Print Selection Criteria,Trade Print Selection Criteria,News,Integrated,Telecom & IT Convergence,Technical,Peoples Post and Telecommunication News 人民邮电报 Communication Weekly 通信产业报 Communication World 通信世界,China Communication & Telecom Industry 中国电信业 Carrier China 运营商 New Tel
36、ecommunication 新通信,Telecoms World Monthly 通讯世界 Tele communications Technology Magazine 电信技术 Telecommunications Science Magazine 电信科学杂志,China Network World 网络世界,Trade Print Titles Selection,Trade Print Titles Selection,人民邮电出版社,人民邮电报社,CCID-赛迪集团,美国IDG集团,CCW-中国计算机世界出版服务公司,亚洲传媒,For Business Newspaper Bus
37、iness titles selection criteria: High target affinity in terms of content Better Editorial & Printing Quality Heavier insertions put in the first week of two launch waves Position & Format : Upfront position in each of the section, FP for launch and HP for sustaining,Business Print Titles Selection
38、- Newspaper,Business Newspaper Selection Criteria,Business Newspaper Title Selection,Business Titles 21cn Business Herald The Economic Observer,For Business Magazines Business titles reach the CXO to reflect Nokia Network brand image Leading titles will be considered High content relevant titles wit
39、h good printing qualityPosition & Format Premium position / format such as Back Cover or Three consecutive pages to enhance impact,Business Print Titles Selection - Magazine,Business Magazine Selection Criteria,Business Magazine Selection Criteria,Business Magazine Title Selection,Business Titles Fo
40、rtune China Caijing Magazine Business Week Think Tank,Total Three versions target at the same target group, only differentiate in the message delivered Mobility emphasis on “ 移动性” Data Service - emphasis on “数据服务” Connecting Home - emphasis on “多媒体” To be more impactful Put three consecutive pages a
41、s the first launch insertion to draw attention Premium position is the key Facing inside front cover To be more effective & efficient Use more Mobility and Data service for Technology and vertical publications Three versions rotate in each title after first launch,Creative consideration,Creative A - Mobility,Creative B Data Service,Creative consideration,Creative C Connecting Home,Creative consideration,Thank You!,
