健力宝饮料广告策划案.doc.doc

健力宝饮料 广告 策划案 小组成员：贺戬 20100800273 侯嘉成 20090800167 翁奕森 20100800322 叶治锋 20100800009 健力宝饮料广告策划案 目录 第一部分 市场分析········································· 一、健力宝企业情况以及市场情况····························· 二、SWOT分析············································· 三、产品分析················································ 四、消费者行为分析·········································· 五、竞争者分析············································· ? 第二部分 营销策略与广告策略································ 一、营销策略················································ 二、广告策略················································ ? 第三部分 广告实施·········································· 一、广告对象················································ 二、广告地区················································ 三、广告时间················································ 四、广告目标················································ 五、广告主题分类············································ 六、媒体组合················································ 七、广告活动具体实施计划···································· ? 第四部分 广告创意·········································· 一、指导原则················································ 二、创意方案················································ ? 第五部分 媒介计划·········································· 一、媒体组合思路············································ 二、媒体排期计划············································ ? 第六部分 广告预算·········································· 第七部分 广告效果预测······································ 第一部分 市场分析 一、健力宝企业及相应市场情况 1、企业情况 曾经一度从北京、广州等一线城市消失的健力宝于重新回到了大型超市的货架上，在超市内看到，不少看到健力宝陈列的消费者感到惊讶，而其中的绝大部分人都选择了购买。而且发现其包装和之前传统的健力宝已经有些变化，显得更加现代和时尚，而熟悉的健力宝LOGO依然保留。 　　这是健力宝2011全国攻势的开始。健力宝3月24日启动“爱动起来”全国公益活动，筹集资金为山区的孩子们购买运动器材和设备，活动中健力宝将在十大城市进行路演，评选出健力宝公益活动形象大使，而伴随这场公益活动的健力宝在全国布局的开始，而一线城市的消费者已经能切身感受到健力宝布局带来的变化：能在身边买到健力宝了。 　　一线城市将是健力宝重点布局的区域，也是健力宝需要攻克的市场难点地区。在二三线城市地区，健力宝一直保持了良好的销售量，据记者走访当地发现，包括新疆等地，健力宝在当地的销售甚至超过两大可乐，位列销售额冠军，在农村