娃哈哈HELLO-C校园推广策划方案.pdf

文档介绍：2009 . 4 娃哈哈 HELLO-C HELLO-C HELLO-C HELLO-C 校园推广方案娃哈哈 HELLO-C 校园推广方案- 1 - 前言______________________________________________________________1 ______________________________________________________________1 ______________________________________________________________1 ______________________________________________________________1 一,销售环境分析____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ 2 2 2 2 (一)产品分析__________________________________________________ 3 3 3 3 (二) 市场分析_________________________________________________ 3 ~5 ~5 ~5 ~5 1 市场规模____________________________________________ 3 3 3 3 2 市场潜力预测________________________________________ 3 3 3 3 3 市场发展态势及格局分析______________________________ 4 4 4 4 4 行业利润分析________________________________________ 5 5 5 5 (三)推广群体分析____________________________________________ 5~7 5~7 5~7 5~7 1 目标消费群__________________________________________ 5 5 5 5 2 目标小分群消费心理分析____________________________ 5~6 5~6 5~6 5~6 3 影响目标消费群消费心理的因素_____________________ 6~7 6~7 6~7 6~7 (四)竞争对手分析_______________________________________________ 8 8 8 8 (五) SWOT 分_______________________________________________ 8~10 8~10 8~10 8~10 二, 推广策略________________________________________________________11 ________________________________________________________11 ________________________________________________________11 ________________________________________________________11 (一)广告媒体策____________________________________________12~15 1 广告媒体________________________________________13~14 2 宣传活动______________________________________14~15 (二)促销活动推广策________________________________________ 15~16 15~16 15~16 15~16 1 促销宣传,目的_______________________________________ 15 15 15 15 2 促销活动举例____________________________________ 16 16 16 16 3 3 3 3 传统促销活动_______________________________________ 16 16 16 16 三, , , , 营销策略__________________