恒安集团七度空间蘑菇贴广告策划书.docVIP

七度空间蘑菇贴策划书 目录 前言 市场分析 营销环境分析························································ 消费者分析·························································· 产品分析···························································· 企业和竞争对手分析·················································· 企业和竞争对手广告分析·············································· 广告策略 广告的目标市场策略·················································· 产品定位策略························································ 广告诉求策略························································ 广告表现策略························································ 广告媒体策略························································ 广告实施计划 广告目标···························································· 广告表现···························································· 广告媒体计划························································ 广告费用预算························································ 广告的效果评测和监控 监控的目标·························································· 监控的方法·························································· 监控的实施计划······················································ 前言 市场分析 营销环境分析 微观环境分析企业背景安集团创立于1985年，是最早进入中国卫生巾市场的企业之一，是目前国内最大的妇女卫生巾和婴儿纸尿裤生产企业，销售和分销网络覆盖全国。企业科研开发创新能力：恒安重视科技创新，不断加强产品的研究与开发，与国内外研究机构和专业院校合作，以技术和新工艺提高产品的市场竞争力。恒安集团是国内外知名企业，拥有雄厚实力和品牌忠诚度，为七度空间开拓更多的市场。七度空间在目前市场上占据着一定的优势地位，但是近年来优势地位不断地受到以苏菲、护舒宝为首的竞争对手的挑战，七度空间产品线相对较为简单，尤其是夜用产品市场表现较为薄弱。宏观市场营销环境分析3.竞争环境由于价格定位和使用情况的差别，国内和国际品牌被分为成两大阵营。在一些消费能力较为强的城市里，例如北京、上海、深圳等地，国际品牌和国内品牌的销售量几乎相对持平。但在一些小城市和农村地区，国内品牌的卫生巾占绝大部分市场。? 产品分析 产品功效：①随意贴，拼接长度随心搭，灵活拼接不怕漏。可与日用、夜用等多种规格产品进行随意搭配。可与我司产品进行随意搭配，也可以与竞品进行随意搭配，能满足消费者对安全感的追求。②前后固定不跑位，前胶贴住卫生巾，后胶贴住小内裤。③柔棉表层，宽度为200mm，扇尾使用了木浆吸收层，吸收性良好。④圈圈压花的设计，不仅美观并且提升了产品的防漏性和缩水功能。⑤轻薄透气，迅速吸收。 产品品质：①由于该产品使用的是木浆吸收层并且表层为棉柔质，能使消费者的舒适感大大的加强。②底胶的增多和前胶后胶的设计，使得黏性更强。 产品价格：市场上蘑菇贴以四片包装为一包，一包价格为5.5元，单片大约为1.4元。 产品生命周期：蘑菇贴属于七度空间的新产品，刚刚进入市场不久，尚未臻于完善，还属于导入期阶段。在目前这个阶段，蘑菇贴的品质、功效、结构等性能和优点还未被大量人群所了解和信任。所以在此阶段，蘑菇贴的销量尚小，增长缓慢，再加上研制以及推销费用的支出，所以蘑菇贴所带