樂舜苹果醋策划方案书.docVIP

乐舜苹果醋脂策划书 目 录 CONTENTS 公司及品牌介绍 Brief Introduction………………………………………5 公司简介 Company Profile…………………………………………………5 组织架构 Organization Structure …………………………………………5 品牌介绍 Brand Introduction………………………………………………6 营销环境分析 Analysis of Marketing Environment……………………… 7 行业分析 Industry Analysis……………………………………………… 7 市场分析 Market Analysis………………………………………………… 8 SWOT分析 SWOT Analysis…………………………………………… 20 推广目标 Promotion Target…………………………………………… 24 营销策略 Marketing Strategy………………………………………… 26 产品策略 Product Strategy……………………………………………… 26 价格策略 Price Strategy……………………………………………… 26 销售渠道 Selling Approaches…………………………………………… 27 现场促销 On-site Sales……………………………………………… 27 产品定价Price On Product…………………………………………… 28 宣传策略 Disseminate Strategy………………………………………… 29 财务管理 Financial Allocation………………………………………… 38 策划方案调整 Adjust Of The Project…………………………………… 44 给商家的建议 Suggestions……………………………………………… 46 参考文献 Reference Document………………………………………… 46 附录 Appendix……………………………………………………………47 概 要 在为期一个月的第七届品牌策划推广大赛里，由07工商A组和08工商4班组成的乐舜团队将负责乐舜苹果醋的营销和推广。本策划书着眼于模拟的销售市场——广东商学院三水校区，结合抽样调查的结果，针对果醋饮料市场的发展现状和行业背景，完成了从产品的市场调查、消费者分析、竞争者分析、销售策略的形成，到宣传方案和财务细则的制定，集成了各部门工作的成果，浓缩了本团队为这一初创品牌的宣传和推广进行市场探路的尝试，为各部门的工作和协调提供参考依据，力图确保整个品牌策划、推广的顺利进行。同时也提高团队的理论水平和实操技能，为培育市场、树立消费者信任付诸努力。 关键字：乐舜苹果醋 市场探路 培育市场 树立消费者信任 Summary In A month of the 7th Brand Planning and Promotion in 2007, A group of industry and commerce composed of class 4 2008 LeShun team will be responsible for LeShun apple cider vinegar marketing and promotion. This book focuses on the planning of guangdong market - analog business with sampling survey, sanshui, according to the results of fruit vinegar drinks market development present situation and background, finished products from the market investigation and analysis, competitors, customers, sales strategy of the publicity and financial conditions of solutions, integrated departments, the work of the team for the start-up brand promotion for the market, to convey the work and coordination of all departments to ensure provide a r