娃哈哈Hello—C校园营销策划案.docVIP

编号 由省统一编号填写 2012年’湖南省冬季技能竞赛 高职产品营销策划及模拟推销项目 营销策划书名称：娃哈哈Hello-C营销校园策划方案  参赛队所在学校：湖南理工职业技术学院 参赛选姓名： 张进坤 联 系 电 话： 提 交 时 间： 2012年 11 月 25日 娃哈哈Hello-C营销策划方案 目 录 一、背景·················································1 （一）市场定位········································1 （二）市场现状·············································1 二、SWOT分析······································2 （一）Hello-C的优势和劣势分析···················2 （二）Hello-C的机会和威胁分析·················3 三、营销战略与策略····································5 四、营销创意········································5 （一）宣传造势··········································5 1．校园海报宣传·········································6 2．校园公益板块宣传·····································6 3．制作Hello-C视力表···································6 4．校园广播宣传··········································6 5．统一服装，校园问卷调查································6 6．网吧形象宣传·········································6 7．赞助校运会、文化艺术节等学校影响较大的活动········6 8.校园义卖··············································6 （二）营销活动方案·······································7 1．校园模拟推销大赛······································7 2．寻找“青春代言人”··································9 五、经费预算·······································11 六、结束语···········································11 一、背景 （一）市场定位 农夫山泉的水溶C100开创了柠檬复合果汁饮料新品类。在市场刚刚给农夫果园意外惊喜的时候，娃哈哈作为这一行业的跟进者，高调强势推出娃哈哈新品Hello-C。 娃哈哈Hello-C以行业的跟进者的姿态推出，其最初的市场定位也是将其产品定位在消费水平较高也较稳定同时也注重健康、注重生活的白领阶层。 （二）市场现状 2008年夏，农夫山泉推出了一款全新的饮料水溶C100。最初农夫山泉对这款高价产品并没有投入太多资源，而是采取了“饥饿式”的营销策略，不靠广告靠口碑，将消费群体选定在都市白领阶层。结果，市场给了农夫山泉一个惊喜，消费者对这款包装新颖、口味独特的产品接受度颇高。 2008年年底，娃哈哈作为这一市场的跟随者，高调强势推出了娃哈哈新品Hello-C。伴随着铺天盖地的电视广告和春节晚会的植入式广告，娃哈哈凭借庞大的销售网络以及对经销商强有力的掌控力，加之大规模制造所带来的价格优势，迅速将Hello-C的销售规模推向一个高点，使得Hello-C的出现表现出来的不是跟随者而是挑战者的姿态。Hello-C无论是从包装、内容物、价格、推广、渠道、诉求上都对水溶C100发起了全面挑战。 2009年春夏之交，水溶C100和Hello-C又有了新的模仿者汇源果汁推出了“柠檬ME”。柠檬ME在包装上采用了模仿追随策略，但强调其拥有15%的果汁含量。也就是“更多果汁，更多VC，更多Sweet”。 这一切现象表明，果汁饮料市场的竞争强度空前激烈。至此，在复合柠檬果汁饮料市场形成了一个三足鼎立的局面。同时在果汁饮料市场也开始呈现品类细分化，包括从浓度上分为高浓度果汁饮料