苏打水市场营销计划书.docVIP

摘要 活泉焦作市望望食品公司旗下自然生活品牌活泉”和望望一起试图通过更自然的生活方式，帮助人和自然更和谐的共存和发展。由食品开始，活泉vigor从生态地质景区优选天然原料，采用返璞归真的制作工艺，把自然的味道带到你身边。活泉鼓励人们保持乐观、平时的生活态度。不随波逐流，注重生活的品质，而不是浮华的表面。对自己、家人和社会真味的愿望 “活泉富硒苏打水”活泉公司重点推出的一款产品，是目前市场上比较少见的一种产品因此他在目前的市场上还是有很大的一个市场的所以只要把这块市场做好了就会为其企业带来一个比较客观的效益，但是目前“活泉”在市场上的知名度并不高因而“活泉富硒苏打水”的销量并不是很理想、市场份额也不是很大。 因此我们将在本计划中对该市场进行一个比较深入、细致的分析以为“活泉富硒苏打水”找到新的市场和定位以提高其产品的销售额和市场占有率。 目 录 一、市场分析 （一）企业的目标和任务················································3 （二）当前市场和战略描述··············································3 当前市场状况··················································3 战略描述······················································3 （三）主要竞争者和他们的优势/劣势······························3 （四）外部环境分析····································4 经济··························································4 法律法规······················································4 成本··························································4 竞争··························································4 技术··························································4 社会因素······················································4 （五）内部环境分析········································5 二、营销策略 （一）营销目标/预期收益···············································5 （二）目标市场描述····················································5 （三）营销组合描述···················································6 产品/服务·····················································6 分销··························································6 定价··························································6 促销··························································6 （四）定位分析·······················································7 三、活动计划 （一）活动日程安排···················································7 （二）评估程序························································7 一 市场分析 （一）企业的目标和任务 活泉隶属焦作市望望食品有限公司旗下自然生活品牌纵观我国饮料市场，从两乐进军中国，到两台在大陆的火爆，越来越多跨国公司借助自身丰富的品牌资源、雄厚的资金支持及拓展全球市场的成功经验纷纷进入我国领域，对我国饮料企业构成了围攻之势。我国本土饮料企业规模一般都比较小，而区域性饮料品牌比较多，但真正在全国饮料市场上有影响的名牌产品屈指可数，同时企业还面临着资金不足、融资渠道单一、技术含量低以及自身实力不强等因素的制约