逸客槟榔营销策划书

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1、目录一、策划背景及目标.··············································21、策划背景简介··············································22、策划的目标及任务··············································2二、营销环境分析············································2(1)宏观环境分析··········································21、经济环境·············

2、··························22、历史文化环境···········································33、槟榔行业现状············································3（2）微观环境分析··············································31、企业状况··············································32、竞争对手分析············································33

3、、消费者分析············································4三、“逸客”槟榔SWOT分析··············································5四、营销战略与策略············································61、目标市场··············································7162、产品策略··············································73、价格策略···············

4、································74、销售渠道··············································75、广告宣传············································8五、控制及后期评估··············································81、营销费用预算··············································82、后期评估·········································

5、···8一、策划背景及目标.1、策划背景简介随着我国经济的发展，人们生活水平的不断提高，人们对食品的需求已从“量”的满足转向“质”的需求，“安全、绿色、天然”已成为国内消费领域的普遍心理时尚，人们对个性化高质量食品的需求愈发强烈，槟榔也是一样。人们对槟榔需求也日益增加，但是现有的槟榔市场这块大蛋糕已被“胖哥、友文、口味王”等大品牌瓜分。因此，槟榔行业如何取得突破、发展，脱颖而出，开拓一个全新的市场已成为槟榔食品发展公司的当务之急。16汇德利食品有限公司是一家实力雄厚的公司，以加工生产各种食品、饮料等为主要业务。因看重槟榔的市场前景，现决定进军槟榔市场。公司推出本地品牌“逸客”槟榔，希

6、望能够在巨头如林的槟榔市场闯出一片天地。2、策划的目标及任务本策划方案旨在有效从行业环境，主要竞争对手及顾客等方面进行认真分析的基础上，对市场进行细分，根据市场细分对产品进行定位和推广，特别是“逸客”槟榔的上市，由此制定了公司发展战略和有效的营销策略，以迅速的提高产品的美誉度，占领和巩固市场，增强“逸客”及汇德利的优势，以赢得更大的竞争。本策划方案首先对汇德利公司内外部环境进行了分析，指出公司面临的机会和挑战，然后通过对行业环境分析及槟榔市场调查分析，描述行业竞争态势，判断行业竞争强度，并通过“逸客”的竞争能力分析，找出“逸客”的优势和劣势，最后考虑SWOT的匹配，并结合消费者购买行

7、为分析，在市场定位的基础上以整合营销思想为指导，从4P角度提出了营销策略组合。二、营销环境分析(一)宏观环境分析1、经济环境根据2013年新余市统计局公布的“2013年新余市国民经济和社会发展统计公报”可知，新余市2013年经济总量不断扩大，经济结构进一步改善。新余市经济发展势头好。2、历史文化环境“槟榔越嚼越有劲，这口进来那口出，交朋结友，开胃解油”只是一句关于槟榔的民谣，生动反映了槟榔的功效及与人们的不解之缘。随着交通工具的不断改进，槟榔成批量生产，槟