健力宝饮料广告策划案

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1、健力宝饮料广告学策划案健力宝饮料广告策划案小组成员：贺戬20100800273侯嘉成20090800167翁奕森20100800322叶治锋20100800009健力宝饮料广告学策划案健力宝饮料广告策划案目录第一部分市场分析·········································一、健力宝企业情况以及市场情况·····························二、SWOT分析·············································三、产品分析

2、················································四、消费者行为分析··········································五、竞争者分析············································· 第二部分营销策略与广告策略································一、营销策略················································二、广告策

3、略················································ 第三部分广告实施健力宝饮料广告学策划案··········································一、广告对象················································二、广告地区················································三、广告时间·······························

4、·················四、广告目标················································五、广告主题分类············································六、媒体组合················································七、广告活动具体实施计划···································· 第四部分广告创意······················

5、····················一、指导原则················································二、创意方案················································ 第五部分媒介计划健力宝饮料广告学策划案··········································一、媒体组合思路············································二、媒体排期计划······

6、······································ 第六部分广告预算··········································第七部分广告效果预测······································第一部分市场分析一、健力宝企业及相应市场情况1、企业情况曾经一度从北京、广州等一线城市消失的健力宝于重新回到了大型超市的货架上，在超市内看到，不少看到健力宝陈列的消费者感到惊讶，而其中的绝大部分人都选择了购买。而且发现其包装和之前传统的健

7、力宝已经有些变化，显得更加现代和时尚，而熟悉的健力宝LOGO依然保留。　　这是健力宝2011全国攻势的开始。健力宝3月24日启动“爱动起来”全国公益活动，筹集资金为山区的孩子们购买运动器材和设备，活动中健力宝将在十大城市进行路演，评选出健力宝公益活动形象大使，而伴随这场公益活动的健力宝在全国布局的开始，而一线城市的消费者已经能切身感受到健力宝布局带来的变化：能在身边买到健力宝了。健力宝饮料广告学策划案　　一线城市将是健力宝重点布局的区域，也是健力宝需要攻克的市场难点地区。在二三线城市地区，健力宝一直保持了良

8、好的销售量，据记者走访当地发现，包括新疆等地，健力宝在当地的销售甚至超过两大可乐，位列销售额冠军，在农村地区更是优势明显，如何回到一线城市正是健力宝的心头之痛，只有占领一线城市，才能取得更大的销售额，占领一线城市，对整个品牌的提升和认同将会获得巨大提升，也为将来的持续发展带来保障。健力宝本次回归一线城市似乎经过深思熟虑，如果说包装上和原先的健力宝有所区别的话，健力宝对自身产品的定位的变化更大，从健力宝品牌总监夏琨