统一冰红茶促销策划书.doc

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1、前言： 主要通过了解现在统一冰红茶的市场现状，分析茶饮料的发展趋势，了解竞争对手的营销和广告策略，确定现阶段统一冰红茶应采取的营销和广告策略，使统一冰红茶在激烈的市场竞争环境中迈向新的起点。  目录：一、市场分析 ····················································3（一）市场发展及现状··············································3（二）现有市场竞争状况分析········································426/26（三）消费者分析········

2、··········································4（四）市场发展趋势分析············································4（五）发展环境分析················································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·······

3、·····························626/26三、销售与广告分析················································7（一）“统一冰红茶”销售与广告现状·································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·······················

4、············9（二）“统一冰红茶”市场战略·······································926/26五、“统一冰红茶”广告策略·········································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································

5、····11（四）广告创意设计················································12六、媒介策略······················································1326/26（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···································

6、·············13（四）媒体广告预算················································13七、公关营销策略··················································14（一）目的························································1426/26（二）对象行为分析················································14（三）活动策划························

7、··························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····················································17（二）售中评估··································