统一冰红茶广告策划书

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1、统一冰红茶广告策划书统一冰红茶广告策划书系部：经济贸易与管理系班级：商务3101姓名：杨丽学号：2411统一冰红茶广告策划书目录：一、市场分析····················································２（一）市场发展及现状··············································２（二）现有市场竞争状况分析以及消费者分析··························２（三）市场发展趋势分析··································

2、··········３二、产品分析······················································３（一）“统一冰红茶”功能特点分析···································３（二）竞争对手的功能、特点分析····································４11统一冰红茶广告策划书三、销售与广告分析················································４（一）“统一冰红茶”销售与广告现状··········

3、·······················４（二）竞争对手的销售与广告策略····································５四、“统一冰红茶”广告策略·········································６（一）广告目标····················································６（二）广告策划主题：年轻无极限····································７（三）广告创意设计·····················

4、···························８五、媒介策略11统一冰红茶广告策划书······················································８（一）对象媒体接收习惯············································８（二）媒体组合策略················································８（三）媒体选择策略················································８

5、六、广告实施计划··················································８（一）导入时机····················································９（二）实施步骤·····················································９（三）效果评估·····················································９一、市场分析（一）市场发展及现状国内茶饮料市场大致是从90年代初

6、期开始发展的，到目前为止，茶饮料市场在我国的发展已经经历了三个阶段11统一冰红茶广告策划书第一阶段，以碳酸茶饮料为代表，它与可乐、雪碧相似，只是添加了一些茶成分，这一阶段的茶饮料并未体现出真正的茶风味第二阶段，茶饮料开始向热灌装方向发展，以柠檬风味的冰红茶、蜂蜜绿茶、茉莉绿茶为代表，这一时期，行业内虽有领军人物出现，但整个市场还是比较混乱的，存在很多中小企业，每个地区都有地域性品牌，自2000年正式颁布《茶饮料行业标准》至2003年，行业出现整合，很多中小企业现都已陆续被淘汰出市场目前在这个市场上生存的主要是一些大型饮料企业，茶饮料产品的竞

7、争逐渐进入品牌竞争，在企业都有品牌的情况下，我们预计茶饮料的竞争将上升到第三阶段，也就是产品品质的竞争中国的茶饮料最早出现在1995年。首先是旭日升用冰茶打开了中国巨大的茶饮料市场，随后红茶及绿茶的推出使茶饮料的市场逐渐成熟起来。（二）现有市场竞争状况分析以及消费者分析康师傅仍然占有最大的茶饮料市场，其次是统一，他们占有的市场达到了中国整个市场的一半以上；同时，可口可乐联合雀巢推出茶饮料抢占市场，百事可乐也不甘落后；进入茶饮料市场的还包括乐百氏的脉动动动茶，农夫山泉公司的新产品农夫茶，以及娃哈哈的一系列茶饮料。消费者分析：l茶饮料70%的市

8、场都是来自年轻消费群l他们都是一群崇尚自我的年轻的强有力的购买群11统一冰红茶广告策划书l他们都乐于接受新鲜事物l他们选择产品时既背叛品牌，又间接的受品牌的影响（三）市场发展趋势