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

To educate rural people of cleaner water and increase

brand awareness among them to drive to trial

purchase.

The competitive markets are not that aggressive and a bit quiet at the moment.

Media Strategy

Media Hot Spot

Media Hot spot

Relevance

True to Client Sustainable

Differentiate

Consumer Insight

Client Insight

Competitive Insight

How? • Boost up TVC to quickly educate people and create awareness among target group. • Implement the right mix & tactics to maximize reach & impact. • Support with wide coverage radio to cover rural targets.

“Super TUNSAI is your best choice for clean water”

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.

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

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.

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.

•Morning • Mid Night

6.00-7.00 7.00-9.00

21.00-22.00

12.00-13.00

13.00-15.00

17.00-19.00

30.% Radio

14.0% Radio

10.5% Radio

9.0% Radio

4.5% Press

10.5% Radio

3.0% TV 6.5%Pres

7.5% Radio

14.5% TV

9.00-11.00

15.00-17.00

16.5% TV

7.0%Press

9.0% Radio

5.5% Radio

WEEKDAY

6.5% Mag

8.5%Mag

8.5% Mag

6.5% Mag 4% Mag

3.0% Press

3.5% Press

2.0% Press

Media Habit Weekday

22.00-24:00

• Night

2.0% Press

0% Press

4.5% Mag 8.0% Mag

0% Mag

11.00-12.00

15.5% TV

7.5% Radio

8.5% Mag

5.5% Press

19.00-21.00

6.5% Radio

12.0% Radio

2.0% Mag

1.5% Mag

1.5% Press

0% Press

15.5% TV

35.0% Watch TV

62.0% Watch TV

22.5% TV

37.5% Watch TV

32.0% TV

41.0% TV

(Fe : 16-55 Years old, ABCD Phnom Penh & Nationwide)

MTP Research : N=200

•Morning • Mid Night

6.00-7.00 7.00-9.00

21.00-22.00

12.00-13.00

13.00-15.00

17.00-19.00

23.% Radio

13% Radio

11% Radio

11.5% Radio

6% Press

8% Radio

3% TV 4.5% Press

7.5% Radio

22% TV

9.00-11.00

15.00-17.00

17% TV

4.5%Press

11% Radio

3.5% Radio

WEEKEND

7.5% Mag

7.5% Mag

9% Mag

6% Mag 2% Mag

2.5% Press

5.5% Press

1.5% Press

Media Habit Weekend

22.00-24:00

• Night

4.5% Press

0.5% Press

6% Mag 9.5% Mag

0% Mag

11.00-12.00

19% TV

8% Radio 7% Mag

4% Press

19.00-21.00

7% Radio

10.5% Radio

1% Mag

0.5% Mag

1% Press

1% Press

21% TV

27.5% Watch TV

47.5% Watch TV

30% Watch TV

29% TV

34% TV

24% TV

(Fe : 16-55 Years old, ABCD Phnom Penh & Nationwide)

MTP Research : N=200

TV Strategy

Insight : Rural Housewives leave TV on all day long Strategy : Sufficient weight to breakthrough competitive TV clutter, optimum weight & the right mix are the key

Trial Consult Engage Concern

TV Structure

Awareness

Create Awareness Problem Solution/Brand Engagement

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

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.

59

3931

53

13

2819

6 8 1016

5

78

30

50

1520

45

3 0

10

0 0 0

40 40

28

103

20

50

138

3 5

65

55

135

1823

18

3

13

0 3 00

10

20

30

40

50

60

70

80

90

100

TV CTN TV 5 TV Bayon SEATV TV 3 MyTV TV 9 TV 11 TV K CCTV PPTV TVB1

Phnom Penh Kompong Cham Siem Reap Battam bong

CTN and TV5 showed the high rating in all provinces

TOP TV STATION BY AREA

TV Channel Selection

Channel Mix:

CTN: 70% TV5: 30%

Time-Band Mix:

Early Morning: 10% Prime Time: 40% 2nd Prime: 40% Late-Prime: 10%

Focus Top hit programs such as

Khmer/Korean/Chinese Series,

Live Concert/ Comedy and Variety

entertainment show.

No Programs TV Station Day Time Rating

1 Korean series CTN Mon-Fri 20.15-21.00 22.39

2 Anbe Sokea &Leakena Live CTN Mon 21.00-22.30 21.85

3 Entertainment Tonight Live CTN Sat 17.00-19.30 20.11

4 Korean series CTN Mon-Fri 11.00-12.00 19.60

5 Korean series CTN Mon-Fri 12.00-13.00 19.37

6 Fun at Village Live CTN Tue 21.00-22.00 18.64

7 Classic Concert Live CTN Sat 10.30-13.00 18.47

8 A1 Concert

Live CTN Sun 11.00-13.00 18.47

9 Deal or No Deal CTN Sun 20.30-21.30 18.31

10 Countryside Music Live TVB Sun 19.00-21.30 18.03

11 CTN21 Live CTN Wed 21.00-22.00 17.72

12 Modern Concert Live CTN Sun 17.00-19.50 17.71

13 Philipine series TV5 Mon-Thu 18.00-19.00 17.27

14 Khmer series CTN Mon-Tue 19.30-20.15 17.10

15 Khmer series CTN Wed-Fri 19.30-20.15 16.94

16 Weekend Comedy TVB Sat 11.00-12.00 16.51

17 Daily news CTN Mon-Fri 18.45-19.30 16.25

18 Bayon Hit Concert Live TVB Sat 12.30-14.30 16.21

19 All Star Concert Live TVB Sun 12.00-14.00 16.21

20 Korean series TVB Mon-Wed 21.00-22.00 15.11

Korean Series 30%

Khmer Series 30%

Live Concert 10%

Chinese Series 10%

Variety/ Entertainment

10%

Comedy 10%

Program Mix Female Viewership

22 22 20 20 20 20 15 15

05

10152025303540

1 02 03 04 05 06 07 08 09 010 011 012

APR MAY JUN

Launch: 330 TARPs/wk

Total Spot Total TRPs

Reach 3+ Reach 1+

44 660 35% 43%

80 1200 55% 70%

30 450 20% 35%

Total Spot: 154 Total TARPs: 2310 R3+: 70% CPRP: 6.74

Sustain: 225-300 TARPs/wk

We

ekl

y Sp

ot

TV Weight Direction 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.

Insight : Housewives also listen to radio while doing housework

Strategy : Focus on top stations to reach the target especially in rural area

Radio Strategy

Educative Stimulate them to try New Experience!!

Radio Structure

To create awareness of the benefits of clean water among target audiences especially in rural area

To stimulate the audiences to buy the product

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

No Radio Stations %

1 Radio FM SR 102.5 21.0

2 Radio FM SR 100.5 20.0

3 Radio FM SR 93 18.0

4 Radio FM SR 105 15.0

5 Radio FM SR 95.5 14.0

No Radio Stations %

1 Radio FM BB 91 19.0

2 Radio FM BB 103.25 17.0

3 Radio FM BB 96 15.0

4 Radio FM BB 92.70 9.0

5 Radio FM BB 93.5 8.0

No Radio stations %

1 Radio FM 98 22.00

2 Radio FM108 20.00

3 Radio FM 102 19.00

4 Radio FM 103 18.50

5 Radio FM 107 17.00

No Radio Stations %

1 Radio FM K.CH 100.5 23.0

2 Radio FM K.CH 92.5 21.0

Program & Station Selection

%

Focus most listened programs such as morning news/Health/Horoscope/Music in order to grab audiences' attention

Female Listenership

Media Flowchart

Schedule : April 2011

Schedule : May 2011

Schedule : June 2011

Budget Summary

MEDIA SPOT BUDGET (U$D) %

TVC ( 45"& 30" ) 154 15,576.00$ 88%

Radio (30") 1,650 2,079.00$ 12%

TOTAL 17,655.00$ 100%

AGF 3% 529.65$

SUB TOTAL 18,184.65$

VAT 10% 1,818.47$

GRAND TOTAL 20,003.12$