文档介绍：目录
前言·······························································································1
一、背景与环境分析···································································1 
1、背景分析·················································································1
2、环境分析·················································································2 
二、媒体目标···············································································4
1、目标受众分析········································································· 5
2、媒体目标··················································································5
3、目标媒体群众接触****惯··························································6
三、媒体策略··············································································· 6
1、媒体类别选择··········································································6
2、媒体行程··················································································7
3、媒体排期··················································································7
3、媒体预算分配··········································································7
四、媒体计划细节和说明····························································8 
1、媒体选择依据··········································································8
五、媒体计划流程········································································8 
前言
真果粒是蒙牛集团推出的全球首款含有可嚼果粒的新一代牛奶饮品。2006年就已经首创成功并推向市场。作为中国乳业的龙头,蒙牛始终坚持自主创新的原则,积极探索着更适合中国人身体膳食结构的营养饮品。
在企业发展过程中,遇见了许多竞争力量,如何在同类牛奶饮品中继续独占鳌头,挖掘更多更潜在的消费群体是目前真果粒所必须要追求的目标。
因此在此策划书中我们会结合蒙牛真果粒的品牌诉求点,品牌主题,品牌目标等,旨在为真果粒在市场竞争中站稳脚跟,提升品牌美誉度,扩大消费人群,挖掘潜在消费力量,培养如大学生群体、时尚潮人和都市白领女性对蒙牛真果粒的品牌忠实度。
背景与环境分析
背景分析
行业背景
在中国的乳制品市场,激烈的市场竞争使得生产商竞相通过降低价格、产品促销等形式争夺消费者,使得乳制品的价格下降、消费者的消费欲望提高。而不断发展的经济和稳步增长的国民收入水平,使越来越多的人追求更加营养的膳食,可以说,中国的乳制品需求将不断的扩大。
企业背景
蒙牛是一家总部位于中华人民共和国内蒙古的乳制品生产企业,蒙牛是中国大陆生产牛奶、酸奶和乳制品的领头企业之一,1999年成立,至2005年时已成为中国奶制品营业额第二大的公司,其中液态奶和冰淇淋的产量都居全中国第一。
蒙牛乳业集团已经在全国16个省区市建立生产基地20多个,拥有液态奶、酸奶、冰淇淋、奶品、奶酪五大系列400多个品项,产品以其优良的品质覆盖国内市