杨凌果素堂化妆品营销策划案.doc

摘 要 本策划方案主要针对杨凌地区的市场而作，果素堂作为一个新产品进入杨凌地区的市场，通过活动策划要获得稳定的客户群和提高品牌的知名度，提高对消费者的精品服务。 本方案在细致的市场调查和认真的分析的基础上，抓住了女性对健康自然肌肤的心理需求追求，与果素堂所宣扬的“自然健康，追求品质，安全环保”相吻合。通过这次推广，让杨凌地区的消费者了解果素堂系列产品、认可果素堂品牌，接受果素堂系列产品。 目 录 项目概述 项目策划的背景············································3 项目概念与独特优势········································4 项目实施目标··············································4 市场分析 企业目标和任务··············································4 市场现状和策略··············································5 主要竞争对手················································5 外部环境分析················································6 内部环境分析················································7 营销策略 营销目标的确定··············································9 市场定位····················································10 营销策略的应用··············································11 行动方案 报纸广告····················································12 海报广告····················································12 传单广告····················································13 冠名节目···················································13 网上推广····················································13 网下推广····················································14 费用预算····················································17 效果预测 （一）杨凌果素堂专卖店营销策划活动总体安排··························17 （二）预期效果·····················································17 （三）项目成功的关键要素···········································18 （四）项目成功的保证条件···········································18 ﹡附件 （一）果素堂系列化妆品市场调查问卷 北京果素堂生物科技有限公司将生态美容与养生理念相融合，将三分养护、七分调理的古老传统中医养颜理念融入二十一世纪高科技生物技术中，推出系列的化妆品、护肤品、个人护理品以及营养品等。公司立足果蔬植物美容、养生健康领域，致力于果蔬等绿色植物对肌肤美容护理开发工作。为了提高杨凌果素堂“果蔬养颜”系列产品的的销售额，扩大知名度和品牌美誉度，我们设计了杨凌果素堂产品系列策划活动。 活动主题为：“蔬果与您同行，美丽肌肤，无限魅力”。 “果蔬养颜”产品特色：纯天然、纯植物的绿色产品，能从根本上改善青少年肤质，使青少年更美丽、健康、自信。 项目概述 项目策划的背景 目前，我国日化市场有上千种日化品牌，根据市场调查显示，中国市场的植物品牌包括自然堂、资生堂、相宜本草、芳草集等等，众多的品牌告诉我们选择植物护肤的人数越来越多。 在众多品牌中，如何选择一个性价比高的护肤产品是年轻一族的必修课。果素堂植物化妆品，是一款纯天然绿色的产品，符合现代女性追求天然美容产品的需求，在竞争激烈的日化线，果素堂化妆品以低门槛，高要求的品牌诉求在日化行业独领一角风骚。 果素堂化妆品一直以自己高品质、精包装、低价格