1 / 41

Kia

Kia. Regional TV Market Update. February 2012. RTM is the marketing bureau for Regional free t o a ir TV. www.regionaltvmarketing.com.au. Strong support for regional markets is more important than ever to KIA in 2012. Regional car sales will grow above the national average in 2012

cairo-woods
Download Presentation

Kia

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Kia Regional TV Market Update February 2012

  2. RTM is the marketing bureau for Regional free to air TV www.regionaltvmarketing.com.au

  3. Strong support for regional markets is more important than ever to KIA in 2012 Regional car sales will grow above the national average in 2012 KIA gets 38% of national sales from regional – maintaining share in a cost efficient market is vital As KIA moves to more premium and innovative position regional consumers need to have their perceptions challenged even more than metro Cerato proves the success of higher share of budget allocated to regional

  4. Regional TV covers all areas outside capital cities and reaches 36% of population QLD DIARY REG. WA NNSW SNSW VIC TAS

  5. Regional TV coverage includes large cities and fast growing coastal suburbs Gold Coast Newcastle & Central Coast Canberra Wollongong & Illawarra

  6. Diary markets: 19% of total regional population Darwin Satellite Regional WA Mildura Griffith Port Pirie/ Broken Hill Loxton/Mt Gambier

  7. 35% of all people live in Regional TV markets NNSW 2,109 SNSW 1,429 People Source: OzTAM 2012, Regional TAM 2012,Nielsen Media Research 2010

  8. Australian population moving North and to the coast. Over 40% growth in 10 years in some regional areas QLD NSW VIC TAS METRO National average Population Increase: 2001 vs. 2012 Source: Source: OzTAM 2012, Regional TAM 2012

  9. Urbanisation and high population growth changing the profile of regional Australia • Seachange: Baby boomers and young families • Lower cost of living and lifestyle are main attractions • Rural populations moving to regional hub towns • Less than 4% of households depend on farming

  10. Regional consumers’ willingness to spend grew is more positive in regional looking ahead to 2012 Spending per discretionary $1000 Source: foreseechange 2005 – 2010 annual average, 2011 June & November 2011 survey average

  11. Average household incomes in regional TV markets are within 10% of national average P25-54: Average household Income Source: Roy Morgan Single Source (12mths to Sep 2011 )

  12. Incomes in regional and rural Australia are growing well above the national average Average household income growth since 2004 (P25-54) Source: Roy Morgan Single Source (12mths to Sep 2011 – 2004 )

  13. Last year regional sales fell by only 1% vs. down 4% in capital cities YOY change in new car sales Source: VFACTS (excluding trucks and buses, including utes)

  14. In last six months regional car sales grew by 5% YOY vs. 2% decline in metro 5% -2% YOY change in new car sales Source: VFACTS (excluding trucks and buses, including utes)

  15. 1 3 in New cars sold are to regional buyers Source: VFACTS Jan-Dec 2011 - Regional accounts for 34% of sales excluding Trucks and Buses including utes

  16. 38% of total Kia sales are to regional buyers - but down compared to metro Regional sales -2% YOY Metro +11% Kia vehicle sales: Jan to Dec 2011 Source: VFACTS Jan-Dec 2011 vs. 2010 (Excludes T&B, including Utes)

  17. KIA share of regional car sales coming from a very high base – new models clearly appealing to metro as well 2005 Total TV: $14.9m Reg share: 18% 2006 Total TV: $11.6m Reg share: 16% 2007 Total TV: $8.2m Reg share: 28% 2008 Total TV: $8.2m Reg share: 19% 2009 Total TV: 10m Reg share: 19% 2010 Total TV: $13.2m Reg share: 19% 2011 Total TV: $15.5m Reg share: 24% Share Kia share of all category sales by year* Source: VFACTS and AdQuest, *excludes trucks and buses

  18. Kia market share is particularly strong in Reg. NSW, QLD and VIC YOY % change Total Kia share all segment sales:Jan to Dec 2011 Source: VFACTS Jan-Dec 2011 vs. 2010 (Excludes T&B, including Utes)

  19. Kia is more popular in regional across the key volume models 34% of all vehicles sold nationally are to regional Growth Kia model Regional %:Jan to Dec 2011 vs. 2010 Source: VFACTS Jan-Dec 2011 vs. 2010 (Includes Trucks and Buses)

  20. The fastest growing vehicle segments are in regional and suit KIA profile – small and compact SUV Sales growth rate by segment for Jan to Dec 2011 vs. 2010 Source: VFACTS Jan-Dec 2011 vs. 2010 (Excluding Trucks & Buses, Inc Utes)

  21. YOY sales growth for major brands in regional – showing the appeal of newer quality imported models YOY unit sales growth: Jan to Dec 2011 vs. 2010 Source: VFACTS Jan-Dec 2011 vs. 2010 (Includes Trucks and Buses)

  22. Kia range : Cerato was only model to grow more in regional than metro – shows rapid uptake of new models Growth Kia model growth rate:Jan to Dec 2011 vs. 2010 Source: VFACTS Jan-Dec 2011 vs. 2010 (Includes Trucks and Buses)

  23. Cerato • Higher growth in regional shows strength of consumer spending and appeal of KIA new models and brand offer • Higher share of TV budget allocated to regional (27%) proves effective

  24. Cerato share of regional market easily outperformed metro and had highest share of budget allocated to RTV 2005 Total TV: $3.4m Reg share: 16% 2006 Total TV: $2.5m Reg share: 14% 2007 Total TV: $0.9m Reg share: 27% 2010 Total TV: $3.3m Reg Share: 23% 2011 Total TV: $3.5 Reg Share: 27% TV spend Share KIA Cerato share of Small < $40k category sales Source: VFACTS and AdQuest

  25. Small car segment growing in regional – especially with premium styled models – Focus, Mazda3, Golf & Cerato Small < $40K: Model growth rate: Jan to Dec 2011 vs. 2010 Source: VFACTS Jan-Dec 2011 vs. 2010 (Excludes T&B, including Utes)

  26. Kia Cerato especially popular in Reg. QLD, VIC, NSW Kia Ceratoshare of Small <$40k segment sales: Jan to Dec 2011 Source: VFACTS Jan-Dec 2011 vs. 2010 (Excludes T&B, including Utes)

  27. Kia Cerato Sales – Regional sales 39% of national Regional sales +81% YOY Metro +6% Kia Ceratovehicle sales: Jan to Dec 2011 Source: VFACTS Jan-Dec 2011 vs. 2010 (Excludes T&B, including Utes)

  28. Kia TV national spend and share into Regional TV Period: January to December 2011 Source: AQX

  29. KIA regional buyers are younger and more affluent than average and retain female bias Source: Roy Morgan Research (12 months to Sep 2011- own new Kia Bought new in last 5 years)

  30. KIA Rio • New model growing sales rapidly • Almost half of national sales coming from regional buyers • Proof of affluence and shift to premium of regional buyers

  31. Kia Rio regional share growing rapidly since new model launch 2005 Total TV: $3.1m Reg share: 21% 2006 Total TV: $2.0m Reg share: 13% 2007 Total TV: $2.8m Reg share: 21% 2008 Total TV: $1.4m Reg share: 21% 2009 Total TV: $191k Reg share: 42% 2010 Total TV: $969k Reg share: 22% 2011 Total TV: $3.8m Reg share: 23% TV spend Share Kia Rio share of light < $25k category sales Source: VFACTS and AdQuest

  32. Regional light car sales easily outperforming metro in past year – Fiesta, Micra and Swift show trend to new models Light < $25K: Model growth rate for Jan to Dec 2011 vs. 2010 Source: VFACTS Jan-Dec 2011 vs. 2010 (Excludes T&B, including Utes)

  33. Jan-Sep: Kia Rio Sales – Regional sales 43% of national Regional sales -41% YOY Metro -20% Kia Rio vehicle sales: Sep to Dec 2011 Source: VFACTS Sep-Dec 2011 vs. 2010 (Excludes T&B, including Utes)

  34. KIA Sportage • 38% of sales from regional buyers • Growth lagging slightly • Highly competitive segment in regional

  35. SUV compact segment is enjoying a growth period in regional – likely to continue long term Compact SUV: Model growth rate: Jan to Dec 2011 vs. 2010 Source: VFACTS Jan-Dec 2011 vs. 2010 (Excludes T&B, including Utes)

  36. Kia Sportage regional share of category higher than metro – responsive to RTV 2007 Total TV: $0.6m Reg share: 23% 2005 Total TV: $0.9m Reg share: 18% 2006 Total TV: $0.3m Reg share: 14% 2008 Total TV: $0.5m Reg share: 7% 2010 Total TV: $3.1m Reg share: 20% 2011 Total TV: $2.3m Reg share: 18% TV spend Share Kia Sportage share of compact SUV category sales Source: VFACTS and AdQuest

  37. Kia Sorento • 39% of sales from regional – well above segment average • Regional growth good but lagging metro

  38. Medium SUV segment in regional has a bias to offroad in QLD market – still plenty of opportunity MediumSUV: Model growth rate: Jan to Dec 2011 vs. 2010 Source: VFACTS Jan-Dec 2011 vs. 2010 (Excludes T&B, including Utes)

  39. Kia Sorento has big growth opportunity in REG. QLD Kia Sorentoshare of Medium SUV segment sales: Jan to Dec 2011 Source: VFACTS Jan-Dec 2011 vs. 2010 (Excludes T&B, including Utes)

  40. KIA share of TV $ allocated to regional is above average – reflecting higher brand strength and increased competitive activity RTV % of national TV ad spend Source: Nielsen Media Research AdEx (incl. Dealer spend)

  41. Strong support for regional markets is more important than ever to KIA in 2012 Regional car sales will grow above the national average in 2012 KIA gets 38% of national sales from regional – maintaining share in a cost efficient market is vital A higher share of national TV budget could be justified to maximise growth and ROI from available funds

More Related