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200310020206伍梁21策划小组成员名单：伍梁项目分工、项目负责人、客户及问卷撰写、问卷分析及调查报告撰写、创意策略及创意执行、策划报告撰写、策划报告检查：伍梁前言：主要通过了解现在南昌洗发水的市场现状，分析洗发水的发展趋势，了解竞争对手的营销和媒体策略，确定现阶段柔丝洗发水应采取的营销和媒体策略，使柔丝洗发水在激烈的市场竞争环境中迈向新的起点。21目录：一、市场分析····················································3（一）市场发展及现状·

2、·············································3（二）现有市场竞争状况分析········································4（三）消费者分析··················································4（四）市场发展趋势分析············································4（五）发展环境分析·······································

3、·········5二、产品分析······················································5（一）“统一冰红茶”功能特点分析···································5（二）竞争对手的功能、特点分析····································6三、销售与广告分析················································7（一）“统一冰红茶”销售与广告现状·············

4、····················7（二）竞争对手的销售与广告策略····································8四、企业营销战略策划··············································9（一）“统一冰红茶”市场营销目标·······················21············9（二）“统一冰红茶”市场战略·······································9五、“统一冰红茶”广告策略············

5、·····························10（一）形象的问题点和优势··········································10（二）广告目标····················································10（三）广告策划主题：年轻无极限····································11（四）广告创意设计················································12六、媒

6、介策略······················································13（一）对象媒体接收习惯············································13（二）媒体组合策略················································13（三）媒体选择策略················································13（四）媒体广告预算····················

7、····························13七、公关营销策略··················································14（一）目的························································14（二）对象行为分析················································1421（三）活动策划··········································

8、········14-17八、整体广告策划预算··············································17九、广告效果预测、评估············································17（一）事前评估························