文档介绍：娃哈哈金银花凉茶
广告策划案
新闻0801:
卢晨迪王佳莹王健安
目录
1、前言············································································3
2、市场分析
(1)饮料市场概述························································3
(2)饮料市场现状分析·················································3
(3)细分——茶饮料市场概述·······································4
3、广告战略·····································································4
4、广告诉求·····································································5
5、广告诉求地区······························································5
6、广告策略
(1)广告分析
·····························································5
(2)广告投放·····························································6
7、广告预算及分配···························································6
8、广告效果预测······························································8
附录一:问卷调查
娃哈哈金银花露高校市场调查问卷A································9
娃哈哈金银花露高校市场调查问卷B································11
附录二:问卷调查结果分析
A卷部分····································································12
B卷部分····································································15
1、前言
娃哈哈金银花凉茶在饮料的市场大范围下,只好像是冰山一角,除了娃哈哈本身的许多种其他的类型的饮料外,作为凉茶,也一直在王老吉、和气正等身后默默无闻。因此作为一个对人们身心健康只有益而无害的金银花露需要有一种新的方式重新打入这个基本已经饱和的市场。
想要有一片属于自己的天下,那就要有一个独特的自己。这就是这份策划的核心内容,展现出凉茶的另一面——凉茶带给我们的温暖。越来越重视养身的人们,有一款有益身心,又能带来温暖回忆的饮料,是最好的选择!
2、市场分析
作为朝阳产业的饮料行业,在中国的市场巨大。中国市场中饮料类别众多,主要分为碳酸饮料,功能饮料,果蔬饮料,茶类饮料,咖啡饮料这几种重要类别。而且茶饮料市场是饮料市场中重要的细分市场,且正在逐年增大。以下分别对饮料市场,茶饮料市场和目标市场进行概述或分析。
(一)饮料市场概述
目前中国饮料市场潜力巨大,从2001-2005年以年均10%的速度增长,至2005年产量达到2260万吨,预计2010年将达到3700万吨。2002年中国饮料产量达到2025万吨,行业全部国有企业及年销售收入在500万元以上的非国有工业企业有825家,资产总额604亿元,,。据统计,2002年我国软饮料市场中以饮用水的产最高,但销售额仍是碳酸饮料占领先地位。
(二)饮料市场现状分析
随着人民生活水平的提高,从1998年以来,软饮料行业稳定快速发展。产品销售收入年均增长13%,从1998年的361亿元增长到2002年的551亿元。软饮料行业利润总额大幅提高,2000年之后的增长尤其显著,主要是源于果汁饮料与茶饮料产品的迅速跟进,为行业带来大的盈利方向,2002年碳酸饮料利润占整个饮料行业利润的40%,茶饮料占19%,两者成为利润主体,占据了近60%的市场份额,而饮用水的利润不足2%。随着我国居民生活水平的提高,消费观念的变化,饮料已从昔日的生活奢侈品转为日常的生活必需品。据中国饮料工业协会统计资料,2000年中国饮料工业的饮料总产