统一冰红茶促销策划案.docx

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1、统一冰红茶促销策划案12020年4月19日文档仅供参考前言:主要经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········································

2、422020年4月19日文档仅供参考(三)消费者分析··················································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·························

3、··········5(二)竞争对手的功能、特点分析····································6三、销售与广告分析················································732020年4月19日文档仅供参考(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··········································

4、····9(一)”统一冰红茶”市场营销目标···································9(二)”统一冰红茶”市场战略·······································9五、”统一冰红茶”广告策略·········································10(一)形象的问题点和优势··········································1042020年4月19日文档仅供参考(二)广告目标··············································

5、······10(三)广告策划主题:年轻无极限····································11(四)广告创意设计················································12六、媒介策略······················································13(一)对象媒体接收习惯············································13(二)媒体组合策略·············································

6、···13(三)媒体选择策略················································1352020年4月19日