Competitor Report
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McCann World Group (Erickson) / Regional Marketing - Competitor & Market report management
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Competitor Report
- 1. McCann Worldgroup 1 PERSIMMON GROUP COMPETITOR ACTIVITY Nov 2012 – Edition 4
- 2. McCann Worldgroup CONTENTS Key Learning's 3-4 Persimmon Homes 5-7 Charles Church 8-10 Taylor Wimpey 11 Stewart Milne 12 Carronvale 13 David Wilson 14 Bellway 15 McCarthy & Stone 16 Bovis 17 Crest Nicholson 18 Countryside Properties 19 Cala 20 Bloor 21 Linden Homes 22 Elan Homes 23 St Mowden Homes 24 Media Spend 26 2
- 3. McCann Worldgroup KEY LEARNING’S Key creative messages: – ’ 3
- 4. McCann Worldgroup • The top 15 advertisers remain largely unchanged • Persimmon Homes have now moved to position 9, therefore increasing their market share • Cala Homes and Barratt Homes still monopolise the market, with Cala being by far the biggest spenders • Cala Homes and Barratt Homes still spend a significant proportion of their advertising budget nationally, as do McCathty & Stone and Countryside Properties • Barratt, Cala and Countryside are still spending +40% of their overall budget on online advertising, with the latter spending over 70% of their budget there • Galliard and Redrow Homes are the advertisers who invest the highest % of their budget in TV advertising • Stewart Milne, McCarthy & Stone, Carronvale, Ogilvie, St George and Taylor Wimpey continue to invest heavily in press advertising • Bovis Homes has experienced “strong trading” in 2012 so far, with its private reservations rising 19% over the year to date. The housebuilder said that the increase was driven by a 17% rise in active sales outlets averaging 82 to date, up from an average of 70 in the prior period. Key observations
- 10. McCann Worldgroup 10 CHARLES CHURCH ONLINE
- 12. McCann Worldgroup STEWART MILNE GROUP 12
- 16. McCann Worldgroup MCCARTHY & STONE 16
- 17. McCann Worldgroup 17 BOVIS CREATIVE PRESS
- 20. McCann Worldgroup 20 CALA CREATIVE PRESS
- 21. McCann Worldgroup 21 BLOOR HOMES CREATIVE PRESS
- 24. McCann Worldgroup ST. MODWEN HOMES 24 CREATIVE PRESS
- 25. McCann Worldgroup PERSIMMON HOMES – COMPETITOR ACTIVITY
- 26. McCann Worldgroup £1,006,158 £707,790 £562,491 £325,256 £247,717 £226,523 £196,112 £177,628 £172,142 £164,411 £158,176 £136,441 £133,886 £132,146 £125,465 £0 £200,000 £400,000 £600,000 £800,000 £1,000,000 £1,200,000 Top 15 House builders, total media spend August 2011 - July 2012
- 27. McCann Worldgroup £0 £200,000 £400,000 £600,000 £800,000 £1,000,000 £1,200,000 Internet Outdoor Press Radio TV Advertiser Cala Homes Barratt Developments Stewart Milne Group Mccarthy & Stone Countryside Properties Js Bloor Bellway Homes Miller Homes Persimmo n Homes Carronvale Homes Galliard Homes Ltd Ogilvie Homes (Scotland) St George Taylor Wimpey Redrow Homes Grand Total Spend £1,006,158 £707,790 £562,491 £325,256 £247,717 £226,52 3 £196,112 £177,628 £172,142 £164,411 £158,176 £136,441 £133,88 6 £132,146 £125,46 5 £4,472,342 SOV 22.50% 15.83% 12.58% 7.27% 5.54% 5.06% 4.38% 3.97% 3.85% 3.68% 3.54% 3.05% 2.99% 2.95% 2.81% 100.00% Top 15 House builders, spend by media type August 2011 - July 2012
- 28. McCann Worldgroup £467,486 £336,189 £174,824 £29,351 £145,183 £34,698 £27,705 £348,631 £152,484 £357,297 £307,424 £72,893 £92,920 £50,731 £71,166 £23,247 £162,520 £119,259 £128,698 £102,374 £219,117 £127,097 £98,117 £96,767 £151,355 £17,182 £90,642 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% TV Radio Press Outdoor Internet Top 15 House builders, media split August 2011 - July 2012
- 29. McCann Worldgroup £0 £100,000 £200,000 £300,000 £400,000 £500,000 £600,000 £700,000 Redrow Homes Taylor Wimpey St George Plc Ogilvie Homes (Scotland) Galliard Homes Ltd Carronvale Homes Persimmon Homes Miller Homes Bellway Homes Js Bloor Countryside Properties Plc Mccarthy & Stone Stewart Milne Group Top 15 House builders, media spend by month August 2011 - July 2012
- 30. McCann Worldgroup £0 £200,000 £400,000 £600,000 £800,000 £1,000,000 £1,200,000 Yorkshire Wales & West Southern South West North West North Scotland North East National Midlands London East Of England Central Scotland Border Top 15 House builders, spend by region August 2011 - July 2012
- 31. McCann Worldgroup 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Yorkshire Wales & West Southern South West North West North Scotland North East National Midlands London East Of England Central Scotland Border Top 15 House builders, spend by region August 2011 - July 2012