百家珍果醋营销策划方案.docVIP

百家珍果醋 身体酸碱平衡器 百家珍果醋营销策划方案 　　　　 摘 要 百家珍酿造食品股份有限公司是台湾著名的专业酿造醋品的企业。早在二十世纪七十年代，该公司突破醋调味品的传统观念，致力于推广有助维护人体健康的醋产品，并成功研发系列“健康果醋”饮品。“健康果醋”产品一经推出，即受到台湾当地消费者的喜爱，并行销到香港, 中国大陆，东南亚,英国,美国，加拿大等地。目前，百家珍酿造食品股份有限公司在中国由福州百家珍贸易有限公司和佛山百家珍贸易有限公司分别任福建省和广东省的总代理商经营百家珍系列产品。百家珍产品虽然在台湾是家喻户晓的名牌产品，但由于进入广东市场较晚、营销力度不够，品牌知名度较低，销量和市场占有率也不高。通过对广东市场的调研了解到果醋饮品正逐渐被消费者所接受，市场潜力较大，但大多数消费者对醋饮品的保健功能认知不足，对品牌的产品概念较模糊，果醋饮品的销售量和市场占有率相对较低。为此，我们针对百家珍果醋产品广东市场进行了市场调查，对行业市场现状、消费者、竞争者进行了分析并做相应的SWOT分析，制定了营销目标、营销战略，对产品、价格、渠道和促销制定了有针对性的策划方案，并制定了具体促销和广告活动的实施方案。 本策划方案旨在提高百家珍果醋产品在广东的知名度，使百家珍果醋“酸碱平衡”理念深入到消费者心智模式中，改变消费者的消费偏好，实现提高百家珍果醋在广东地区的知名度、提升产品市场占有率，提高销售量的营销目标。 关键词：百家珍果醋 市场占有率 营销策划 知名度 目录 一、营销环境分析············································································4 （一）宏观环境分析·······································································4 （二）微观环境分析·······································································5 （三）SWOT分析···········································································7 二、消费者行为分析与STP战略································································10 （一）消费者分析·········································································10 （二）市场细分···········································································11 （三）目标市场选择······································································12 （四）市场定位··········································································12 三、营销组合策略············································································12 （一）产品策略··········································································12 （二）价格策略··········································································13 （三）分销策略············································································14 （四）促销策略··········································································15 四、策划进度评价···········································································19 五、附件···················································································