七度空间少女系列迷你卫生巾活动策划书.docVIP

七度空间少女系列迷你卫生巾 活动策划书 目录 内容提要·········································3 二.市场环境分析·····································4 1、行业背景分析··············································4 2、行业走势分析··············································4 3、本品分析··················································5 4、竞争者分析················································6 5、消费者分析················································6 6、SWOT 分析·················································7 三.营销策略提案·····································8 1、传播目标··················································8 2、市场策略··················································8 3、核心策略··················································9 4、活动策划··················································9 活动一：漫画总动员········································9 活动二：公主成人礼·······································10 活动三：美丽随心变·······································11 创意设计提案····································12 五.媒介投放提案····································16 1、媒介策略·················································16 2、媒介策略目标·············································16 3、媒介选择·················································16 4、媒介投放的选择···········································17 广告费用预算····································18 七.附录（调查问卷）·································19 一.内容提要 恒安集团创立于1985年，是最早进入中国卫生巾市场的企业之一，拥有多项行业技术专利，旨在为消费者优质健康的个人护理产品。“七度空间”是恒安集团引进国际顶尖生产线制造的高档护理产品。 经过小组的市场调查，我们发现“七度空间”的主要消费者为13-25岁的女性，针对的特点，可以在产品销售上突出不同的诉求点，来引发他们的购买欲望。对购物冲动型的，可用时尚、潮流、青春等因素打动她们；对自主随意型的女，可用高品位、高质量、良好的购物环境等因素来打动二.市场环境分析 1、行业背景分析 中国的卫生巾市场能量巨大，目前使用卫生巾的妇女人数大概占全国总人数的36％，而一般情况下，每人每月大概需要使用20片卫生巾，30片护垫，如果按13亿人口来计算，这样的市场容量之大是可以想像的。 从全国范围总体销量来看，目前国内品牌销量较国际品牌领先。但真正比较著名且销量较大的国产卫生巾产品品牌少数。与国内卫生巾产品生产商不同，国际品牌以品牌打市场，参与划分市场的都是点得出名的几家。广州宝洁公司中国有限公司的护舒宝，上海尤尼佳公司的苏菲，强生中国有限公司的娇爽目前是卫生巾用品市场上的三个排头兵。另外，上海花王的乐而雅和北京金佰利个人卫生用品有限公司的高洁丝也占一定市场份额由于国际品牌之间价格差别不大，所以苏菲、护舒宝、娇爽这三大国际品牌正在以各自的产品特色以及创新能力细分市场。护舒宝以干爽网面树立其高档品牌的形象