Competitor Report

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McCann World Group (Erickson) / Regional Marketing - Competitor & Market report management

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Competitor Report

  1. 1. McCann Worldgroup 1PERSIMMON GROUPCOMPETITOR ACTIVITYNov 2012 – Edition 4
  2. 2. McCann WorldgroupCONTENTSKey Learnings 3-4Persimmon Homes 5-7Charles Church 8-10Taylor Wimpey 11Stewart Milne 12Carronvale 13David Wilson 14Bellway 15McCarthy & Stone 16Bovis 17Crest Nicholson 18Countryside Properties 19Cala 20Bloor 21Linden Homes 22Elan Homes23St Mowden Homes 24Media Spend 262
  3. 3. McCann WorldgroupKEY LEARNING’SKey creative messages:– ’3
  4. 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 latterspending 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 pressadvertising• Bovis Homes has experienced “strong trading” in 2012 so far, with its private reservations rising 19% over the year todate.The housebuilder said that the increase was driven by a 17% rise in active sales outlets averaging 82 to date, up froman average of 70 in the prior period.Key observations
  5. 5. McCann WorldgroupPERSIMMON HOMES5CREATIVE PRESS
  6. 6. McCann WorldgroupPERSIMMON HOMES6PRINT
  7. 7. McCann WorldgroupPERSIMMON HOMES7ONLINE
  8. 8. McCann WorldgroupCHARLES CHURCH8CREATIVE PRESS
  9. 9. McCann WorldgroupCHARLES CHURCH9PRINT
  10. 10. McCann Worldgroup 10CHARLES CHURCHONLINE
  11. 11. McCann WorldgroupTAYLOR WIMPEY11CREATIVE PRESS
  12. 12. McCann WorldgroupSTEWART MILNE GROUP12
  13. 13. McCann WorldgroupCARRONVALE HOMES13
  14. 14. McCann WorldgroupDAVID WILSON14CREATIVE PRESS
  15. 15. McCann WorldgroupBELLWAY15CREATIVE PRESS
  16. 16. McCann WorldgroupMCCARTHY & STONE16
  17. 17. McCann Worldgroup 17BOVISCREATIVE PRESS
  18. 18. McCann WorldgroupCREST NICHOLSON18CREATIVEPRESS
  19. 19. McCann WorldgroupCOUNTRYSIDE PROPERTIES19
  20. 20. McCann Worldgroup 20CALACREATIVE PRESS
  21. 21. McCann Worldgroup 21BLOOR HOMESCREATIVEPRESS
  22. 22. McCann WorldgroupLINDEN HOMES22CREATIVE PRESS
  23. 23. McCann WorldgroupELAN HOMES23CREATIVEPRESS
  24. 24. McCann WorldgroupST. MODWEN HOMES24CREATIVEPRESS
  25. 25. McCann WorldgroupPERSIMMON HOMES –COMPETITOR ACTIVITY
  26. 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£1,200,000Top 15 House builders, total mediaspend August 2011 - July 2012
  27. 27. McCann Worldgroup£0£200,000£400,000£600,000£800,000£1,000,000£1,200,000Internet Outdoor Press Radio TVAdvertiserCalaHomesBarrattDevelopmentsStewartMilneGroupMccarthy &StoneCountrysidePropertiesJs BloorBellwayHomesMillerHomesPersimmon HomesCarronvaleHomesGalliardHomes LtdOgilvieHomes(Scotland)StGeorgeTaylorWimpeyRedrowHomesGrandTotalSpend £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£4,472,342SOV 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 typeAugust 2011 - July 2012
  28. 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£90,6420%10%20%30%40%50%60%70%80%90%100%TVRadioPressOutdoorInternetTop 15 House builders, media splitAugust 2011 - July 2012
  29. 29. McCann Worldgroup£0£100,000£200,000£300,000£400,000£500,000£600,000£700,000Redrow HomesTaylor WimpeySt George PlcOgilvie Homes(Scotland)Galliard Homes LtdCarronvale HomesPersimmon HomesMiller HomesBellway HomesJs BloorCountryside PropertiesPlcMccarthy & StoneStewart Milne GroupTop 15 House builders, media spend by monthAugust 2011 - July 2012
  30. 30. McCann Worldgroup£0£200,000£400,000£600,000£800,000£1,000,000£1,200,000YorkshireWales & WestSouthernSouth WestNorth WestNorth ScotlandNorth EastNationalMidlandsLondonEast Of EnglandCentral ScotlandBorderTop 15 House builders, spend by regionAugust 2011 - July 2012
  31. 31. McCann Worldgroup0%10%20%30%40%50%60%70%80%90%100%YorkshireWales & WestSouthernSouth WestNorth WestNorth ScotlandNorth EastNationalMidlandsLondonEast Of EnglandCentral ScotlandBorderTop 15 House builders, spend by regionAugust 2011 - July 2012

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