洪立震克丽娜无水洗手液营销宣传策划书

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1、克丽娜无水洗手液营销宣传策划书团队介绍210团队指导老师：任远队长：洪立震团队成员，张凯王雪民李文杰张传帅刘志鹏我们是一个富有激情的团队，我们有理想，有抱负，而且我们是一群带有激情的年轻人。拥有同样的梦想和理念让我们走到了一起，为同一个目标而努力，我们希望更多的有理想的年轻人加入到我们的团队中来，共同实现我们的理想和目标！目录一.内容提要·········································3二.市场环境分析·····································41、行业背景分析··························

2、····················42、行业走势分析··············································43、本品分析··················································54、竞争者分析················································65、消费者分析················································66、SWOT分析·······································

3、··········7三.营销策略提案·····································81、传播目标··················································82、市场策略··················································83、核心策略··················································94、活动策划··················································9活动一：···

4、·····································9活动二：·······································10四，创意设计提案····································12五.媒介投放提案····································161、媒介策略·················································162、媒介策略目标·············································163、媒介选

5、择·················································164、媒介投放的选择···········································17六.广告费用预算····································18七.附录（调查问卷）·································19一.内容提要宁波克里娜日化有限公司是无水洗手液、有水洗手液、空气清新剂、蓝泡泡、洁厕除味用品、蟑螂胶、老鼠胶、香片、婴儿织物洗衣液、婴儿奶瓶清洁液等产品专业生产加工的私营独资企业,公司总部设

6、在宁海县科技园区兴海北路166号,宁波克里娜日化有限公司拥有完整、科学的质量管理体系。宁波克里娜日化有限公司的诚信、实力和产品质量获得业界的认可。是最早进入中国卫生护理市场的企业之一，拥有多项行业技术专利，旨在为消费者优质健康的个人护理产品。“无水洗手液”是宁波克里娜日化有限公司引进国际顶尖生产线制造的高档护理产品。经过小组的市场调查，我们发现“无水洗手液”的主要消费者为13-65岁的人群，针对她们的特点，可以在产品销售上突出不同的诉求点，来引发他们的购买欲望。对购物冲动型的人群，可用时尚、潮流、青春等因素打动她们；对自主随意型的人群，可用高品位、高质量、良好的购物环境等因素来

7、打动。为塑造无水洗手液“无水洗手，如影随形，一生有你，克丽娜”的品牌形象，我们进行了此次策划，以“无水洗手，如影随形，一生有你，克丽娜”为主干线，策划了“克丽娜手部清洁知识讲座和“无水洗手液大学城宣传”两项活动，在无水洗手液原有的品牌定位的基础上进一步锐化品牌个性，针对无水洗手，如影随形，一生有你，克丽娜特点，量身打造“无水洗手，如影随形，一生有你，克丽娜”的核心概念，通过产品的体验，感受到无水洗手，如影随形，一生有你，克丽娜从而提高产品认知度，提高目标受众品牌忠诚度。通过对无水洗手，如影随