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ID:56959395
大小:2.52 MB
页数:27页
时间:2020-07-22
《糖果营销策划书课件.ppt》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、前言糖果的全球年人均消费量为3公斤左右,而我国只有0.7公斤,因此我国糖果市场具有巨大的发展潜力。我国糖果企业有2000多家,其中年销售额500万元以上的企业有230家,可以说竞争相当激烈。1994年不凡帝意大利公司在沪投资成立了不凡帝意大利(中国)公司,并于2000年6月1日许可该公司有偿使用自己的装潢和部分注册商标。1996年来自意大利的"阿尔卑斯牛奶糖"在中国上市了,它以独特的口味、新颖的包装吸引了无数人的目光。从此"阿尔卑斯"在中国同类产品的销售中一直保持着很好的成绩,而在消费者的心中它一直是"甜蜜"的代名词,是
2、每一个"浪漫时刻"的见证。人们在品尝着阿尔卑斯那独特味道的时候,也在品味着生活的甜蜜和浪漫,甚至品尝"阿尔卑斯"已不仅仅是品尝一种糖果的味道了……尽管如此,面对着如此激烈的竞争,阿尔卑斯依然需要再接再厉、不断进取。在这个策划中,我们将通过对市场环境、竞争对手、消费者以及自身的详尽分析,采取积极而又有效的营销战略,从而确保阿尔卑斯棒棒糖在市场中的竞争地位。公司及品牌简介··············································································
3、············4产品介绍····································································································5品牌内涵····································································································6市场环境····································
4、································································10消费者分析·································································································11消费者市场细分······················································································
5、····13市场选择·····································································································15竞争品牌市场调查分析················································································16竞争品牌特点分析··················································
6、·····································17SWTO分析··································································································18产品策略······································································································19价格策略······
7、································································································20销售策略······································································································21促销策略·····················································
8、·················································22新品介绍······································································································23
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