银鹭花生牛奶的广告的的策划书.docVIP

策划书目录 市场分析·······································3 企业经营情况分析········································3 银鹭花生牛奶的现状······································3 消费者特点分析··········································3 行业竞争状况分析·······························4 来自替代产品的威胁······································4 同行业的竞争状况········································4 产品分析·······································5 产品背景················································5 机会点··················································5 营销战略·······································6 营销目标················································6 市场定位················································7 产品战略·······································7 产品策略················································7 价格策略················································8 渠道策略················································8 媒介策略·······································8 媒体选择················································8 媒体策略和媒体计划······································9 广告策略·······································9 SWOT分析··············································9 广告目的················································10 广告策划主题············································11 广告创意设计············································11 银鹭花生牛奶广告策划书 一、市场分析 1、企业经营情况分析 荣膺农业产业化国家重点龙头企业，全国行业十强，拥有世界“粥王”——八宝粥，创新开发的动植物双蛋白饮料花生牛奶，核桃牛奶等主导产品。 银鹭集团拥有国家级的科研力量，以高效、节能、环保为发展方向。以欧洲制造模式为赶超标杆，以“绿色工业，福动世界”为理想，努力推动中国工业事业的发展，持续多年的努力，让银鹭拥有了中国驰名商标，中国名牌产品，国家免检产品等多项荣誉。 公司注重科技创新，技术装备先进，拥有当今国内外同行业领先水平的现代化生产线30余条，具有较强的专业化，规模化，集约化生产能力，年生产各类食品饮料80多万吨，产销量居全国同行业前列。 2、银鹭花生牛奶的现状 银鹭花生牛奶是中国名牌产品，产销量居全国同行业前列。纵观竞争日益激烈的市场，银鹭花生牛奶这样发展的屈指可数，与“台福”、“泰山”不同，银鹭花生牛奶不以消费人群、价格为区分，以打造“大众消费”为己任，让每个消费者都有机会品尝。 银鹭花生牛奶的成功是迎合消费者的结果，消费者可以是中老年人，青年人，也可以是小孩，价格也很实惠，市场注入了新的活力。 3、消费者特点分析 找准消费者需求是市场成功的关键。银鹭花生牛奶面向普通大众，涵盖老中青少各年龄段。 儿童：不是直接的购买者，但是对购买者的决策产生巨大影响。儿童的天性好奇，好玩，如果抢先在儿童群体中树立起品牌符号或是宣传口号的认知，将对产品的推广起到积极的效果（如麦当劳，哇哈哈等） 青年：具有一定的消费观念，崇尚时尚，潮流，健康，对新事物的接受程度高。在快速消费品上更倾向于一些大品牌。 中年：具有巨大的消费潜力。通常作为决策者与购买者出现。对于城市普通的中年消费者而言，广告对其的影响力逐渐增强。