营销大赛宣传文案.docx
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营销大赛宣传文案.docx
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营销大赛宣传文案
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营销大赛宣传文案
篇一:
首届《南风》【新锐之风】文学大赛广告宣传文案
发现文坛新锐力量引领文学新锐浪潮首届《南风》“新锐之风”原创小说大赛
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pn=1娃哈哈冰糖雪梨在郑州市场上因为产品定位不明确,终端铺货不到位,宣传推广效果甚微,其销售状况并不理想。
为打开娃哈哈冰糖雪梨在郑州的销售市场,提高产品的认知度,进而获得较
大的市场份额,占领郑州市场领导者地位,本策划团队进行了细致细致深入的市场分析,对产品进行了重新定位;并制定了优化包装组合,开展温情型和动漫型的广告宣传;实施三次大型主题促销活动及常规小型促销等一系列详细的营销策略。
希望通过本次营销策划,能为娃哈哈冰糖雪梨占领郑州市场尽一份自己的绵薄之力。
第2页
娃哈哈冰糖雪梨郑州市场营销策划
目录
一、公司及产品介绍·······················································································4
(一)公司简介························································································4
(二)产品简介························································································4
二、市场分析·································································································5
(一)行业分析························································································5
(二)市场环境分析·················································································5
三、swoT分析································································································7
(一)优势分析························································································7
(二)劣势分析························································································8
(三)机会分析························································································9
(四)威胁分析························································································9
四、营销战略·······························································································10
(一)市场细分······················································································10
(二)目标市场······················································································11
(三)市场定位·····················································································11
(四)营销战略目标···············································································12
五、营销组合策略························································································12
(一)产品策略······················································································12
(二)价格策略······················································································12
(三)分销策略······················································································13
(四)促销策略······················································································14
六、预算······································································································24
第3页
娃哈哈冰糖雪梨郑州市场营销策划
一、公司及产品介绍
(一)公司简介
杭州娃哈哈集团有限公司创建于1987年,到今天仅仅25年时间,娃哈哈创
造了从借款14万元到20XX年营收600亿元的经营奇迹,发展成为全球第五大饮料生产企业的神话。
现在的娃哈哈企业拥有200多条世界一流的自动化生产线,以及先进的食品饮料研发检测仪器和加工工艺,主要从事食品饮料的研发、生产和销售,主要生产含乳饮料、瓶装水、碳酸饮料、茶饮料、果汁饮料、罐头食品、医药保健品、休闲食品等八大类近100个品种的产品。
公司在产量、资产、销售收入、利税、利润等各项指标上已连续多年位居全国饮料业第一,继续稳坐行业龙头地位,成为中国效益最好、最具发展潜力的饮料企业。
在竞争几乎是白热化的中国饮料产业,娃哈哈本着“健康你我他欢乐千万
家”的宗旨,
凭借优良的品质、稳健的营销体系,一直保持了健康快速的发展,成为最受消费者信赖和喜爱的饮料品牌。
(二)产品简介
品牌:
娃哈哈蜂蜜冰糖雪梨
产品支撑点:
冰糖+上等雪梨+天然蜂蜜
产品生命周期:
生长期
产品包装:
500mlpeT包装
零售价:
2.8-3元/瓶
促销价:
2.3-2.5元/瓶
(丹尼斯百货售价:
2.8元)(北大街卜蜂莲花促销价2.3元)
娃哈哈蜂蜜冰糖雪梨是传承优良传统配方,结合现代工艺,萃取蜂蜜、冰糖、第4页
娃哈哈冰糖雪梨郑州市场营销策划
雪梨之精华研制而成的梨汁饮料,具有滋阴润肺,生津止渴,美容养颜的功效。
二、市场分析
(一)行业分析
在郑州市场上说到果汁饮品,更多的人马上联想到的是汇源、美汁源、农夫
果园,而自20XX年3月以来新上市的冰糖雪梨梨汁饮料成为郑州市民关注的焦点。
郑州市场上现有冰糖雪梨的品牌:
康师傅、统一、娃哈哈、今麦郎、赵州等。
此外还有区域品牌不断跟进,如河南与众冰糖雪梨、奥比都斯冰糖雪梨、广州广贝冰糖雪梨汁,他们也都在摩拳擦掌,进军市场,欲从冰糖雪梨市场中分一杯羹。
果汁饮料更新速度快,前几年的新品可以持续畅销几年,如今的新品不到一
年就有可能难觅芳踪,其更新速度毫不逊色于电子产品。
再加上大大小小不同企业每年都要推出新品,在大型超市的货架上,你可以轻松找到二三十种新品果汁饮料,所以说在郑州果汁市场上竞争激烈,而冰糖雪梨更是对手众多,四面楚歌。
(二)市场环境分析
1、政治环境
食品饮料行业是“十二五”规划发展的重点行业之一。
对于饮料行业十二五
规划的目标是以每年12%-15%的增速发展,企业应由低价格层面的竞争转变为产品质量、食品安全、企业荣誉等方面的竞争。
饮料行业要建立一个产品结构更趋合理、产业集中度更高的现代饮料加工体系。
因此在利好政策的推动下,未来几年将是软饮料行业框架结构重构时期。
随着中国加入世贸组织,饮料行业市场化程度越来越高,多数品类进入门槛
相对较低,市场环境开放,所以冰糖雪梨的市场环境也是如此。
2、经济环境
据20XX年3月6日的郑州晚报分析,20XX年郑州市城市居民家庭人均可支
配收入为22476.59元,比上年同期增长16%。
全年,郑州城市居民家庭人均消费性支出为14605.48元,同样增长了16%。
饮食服务类支出大幅上涨,比去年同期增长60.3%,由此可见随着城市居民消费水平不断提高,人们更愿意在饮食服务方面进行更多的消费,所以说郑州饮品市场蕴含着巨大消费潜力。
3、社会环境
进入21世纪以来,人们的生活方式和价值观都发生了很大改变。
随着国内居
第5页
篇三:
口语大赛宣传文案资料
主题:
makeyoursoundssound
主标题:
第十届英语口语风采大赛
比赛赛程:
1.初赛:
地点:
教五栋
时间:
4月12日晚上18:
30——21:
30
赛制:
30秒自我介绍+3分钟无主题限制才艺表演限定表演形式:
演讲、朗诵、rap和模仿秀中的一种
2.决赛
地点:
教一栋
时间:
4月19号晚上18:
30——21:
30
赛制:
命题才艺表演、看图说话及六强影片概括
3.奖项设置
第一名:
奖金200元及获奖证书一份
第二名:
奖金150元及获奖证书一份
第三名:
奖金100元及获奖证书一份
最佳人气奖:
证书一份
凡进入决赛的选手均可获得证书一份
ps:
证书可用于期末评优加分,请自行与本班组织委员联系(小字体标明)
可考虑加入的英语宣传词:
1.Thestageforyouisready.howaboutyou?
2.Youwillneverknowwhat’syourenglishleveluntillyouspeak.
以上为海报、传单、视频所需加入的重要信息
以下是可以用于Q群、Q邮、微信推送等网络宣传中的宣传词:
makeyoursoundssound
Youmayneverknowwhat’syourenglishleveluntillyouspeak.speech?
Reciting(朗诵)?
Rap?
orevenimitationshow(模仿秀)?
weareprovidingyouaplatformhereandwhatyouneedtodoistomakeyoursoundssound.withoutfurtherdelay,justjoininoralenlishcompetitionheldbyLittleAngelenglishclubandrockourstage!
Aslongasyouareoutstandingenough,certificatesofawardandrichbounsarewaitingforyou!
Thestageisready.howaboutyou?
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