七度空间少女系列迷你卫生巾.doc

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1、七度空间少女系列迷你卫生巾活动策划书目录一.内容提要·········································3二.市场环境分析·····································41、行业背景分析··············································42、行业走势分析··············································43、本品分析·······························

2、···················54、竞争者分析················································65、消费者分析················································66、SWOT分析·················································7三.营销策略提案·····································81、传播目标···················

3、·······························82、市场策略··················································83、核心策略··················································94、活动策划··················································9活动一：漫画总动员········································9活动二：公主成人

4、礼·······································10活动三：美丽随心变·······································11四.创意设计提案····································12五.媒介投放提案····································161、媒介策略·················································162、媒介策略目标············

5、·································163、媒介选择·················································164、媒介投放的选择···········································17六.广告费用预算····································18七.附录（调查问卷）·································19一.内容提要恒安集团创立于1985年，是最早进入

6、中国卫生巾市场的企业之一，拥有多项行业技术专利，旨在为消费者优质健康的个人护理产品。“七度空间”是恒安集团引进国际顶尖生产线制造的高档护理产品。经过小组的市场调查，我们发现“七度空间”的主要消费者为13-25岁的女性，针对她们的特点，可以在产品销售上突出不同的诉求点，来引发他们的购买欲望。对购物冲动型的女生，可用时尚、潮流、青春等因素打动她们；对自主随意型的女生，可用高品位、高质量、良好的购物环境等因素来打动。为塑造七度空间迷你卫生巾“小身材，大自在”的品牌形象，我们进行了此次策划，以“迷你没道理”为主干线，策划了“

7、漫画总动员”“公主成人礼”和“美丽随心变”三项活动，在七度空间卫生巾原有的品牌定位的基础上进一步锐化品牌个性，针对青春期女孩的“羞涩”和月经突袭时的“尴尬”，量身打造“迷你没道理”的核心概念，通过产品的体验，感受到迷你巾的超强透气的贴身设计，消除“好朋友”突然来袭的尴尬场景，从而提高产品认知度，提高目标受众品牌忠诚度。通过对漫画总动员、青春期讲座、女生夏令营各项活动的宣传，吸引更多消费者认识了解七度空间迷你巾。在消费者中树立良好的品牌形象，增强对品牌的认知度从而促进销售。利用各种媒介的宣传，将七度空间迷你巾“迷你没道

8、理”的宣传理念深入消费群者，让更对人了解产品的特点以及功效。通过发挥媒介强大的宣传功效，对活动以及产品进行宣传，发挥媒介优势，使产品的宣传内容最大限度的到达受众，从而提升品牌的知名度。让更多消费者加深对七度空间少女系列迷你卫生巾的认知，延续七度空间品牌“玩美主义”的消费态度。二.市场环境分析1、行业背景分析中国的卫生巾市场能量巨大，目前使用卫生