统一冰红茶广告的策划与文案撰写.ppt

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1、统一冰红茶广告的策划与文案撰写策划小组成员名单：张文雅杨磊项目分工、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：张文雅杨磊前言：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。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

4、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···································9（二）“统一冰红茶”市场战略·································

5、······9五、“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····································11（四）广告创意设计··········

6、··············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····································11（四）广告创意设计···

7、·············································12六、媒介策略······················································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··················

8、······························13（四）媒体广告预算················································13七、公关营销策略··················································14（一）目的························································14（二）对象行为分析·············