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1、白事可乐校园营削策划（ButCocaColamarketingplanningcampus）PepsiColacampusmarketingplanningFirst,"demandbridging"planningdemonstration11.1.PepsiCo'sdemand11.2.Thedemandofcollegestudents21.3.Bridge:schemeplanninganddockinganalysis31.31.Briefintroductionofactivity:31.32,bridgedockinganalysi
2、s:3Two,competitionprocess:5Three,activitiesplanningprogramnote73.1.Matchtime:73.2venue83.3modeofcompetition83.4registrationmethods83.5rulesofthegame:9Four,activitiespublicity:(schoolpublicity)104.1media:104.2publicityeffectanalysis:11Five,personnel,materials,budget125.1studen
3、tstaffarrangement:125.2budgettable135.3listofactivematerials14Six.Openingstageperformanceprogramarrangement(Appendix)15First,"demandbridging"planningdemonstration??1.1,PepsiCo'sneeds????Pepsi'sbiggestrivalisCoca-Cola,tooccupymoremarketshare,Pepsipaymoreattentiontotheconsumers
4、egmentationisyoungpeopleofthisgroup,"young,personality,passionfortheappeal.Aroundthiscore,Pepsilaunchedthe"seven"drink,"spokesman"sevenisapersonality,passionatecartooncharacters.Collegestudents,asoneofthemostrepresentativeyounggroups,haveattractedmuchattentionfrompepsico.Howe
5、ver,sincethePepsiinsidetheuniversityactivitiesarelackofnewideas,usuallyjustassports,basketball,andartshoworothercompetitionsponsors,duetotheactivitiesoftheplanningthemeisinitself,soPepsicanonlyplayasupportingrole,plussuchactivitytimeisshort,sotheadvertisingeffectlittle!Inawor
6、d,themaindemandofPepsiCohasbeenveryobvious:(1)takingPepsiCoanditsproductsastheleadingrole,makinganinfluentialactivity,publicizingthecompanyandtheproductsinanall-roundway;??(2)thenumberofactivitiesaffectedmany,publicityeffectisgood;(3)longcampaigntime,constantlystrengthenpubli
7、city,deepenconsumermemoryoftheproduct,improveconsumerrecognitionandloyaltytotheproduct;(4)minimizingexpenditureandincreasinginputoutputvalue;(5)improvethecompany'sreputation,reputation,andestablishagoodcorporateimage;??1.2.TheneedsofCollegeStudentsInrecentyears,withthecontinu
8、ousexpansionoftheUniversity,moreandmoregraduates,employmentsituation
