伊利牛奶感恩回馈主题月策划执行案.docVIP

伊利牛奶营销策划书 ——感恩回馈主题活动策划案 策划执行人：简健 主办单位：漳州市南靖县伊利经销商 2007年6月13日 目录 1.前言······························································3 2.市场分析··························································3 2.1市场环境分析···················································3 2.2市场竞争分析···················································5 2.3伊利SWOT分析··················································6 市场调查··························································6 3.1市场调查概要···················································6 3.2调查数据统计分析···············································7 整体营销方案·····················································10 4.1营销方案依据··················································10 4.2营销方案概要··················································11 5.活动具体执行案···················································13 5.1活动概要·····················································13 5.2活动内容······················································13 5.3执行时间表····················································16 5.5活动成本表···················································18 结语·····························································18 附表1：促销价格表················································19 附表2：市场调查表················································20 附表3：活动创意思路·············································21 1．前言 随着经济水平的提高，人们对自身健康与生活质量的要求也日益增高，牛奶逐渐成为家庭生活中十分重要甚至是不可或缺的营养食品之一。根据抽样调查显示，南靖县城73.3%的家庭平均每天消费牛奶250ML-500ML，而县城地区总人口8.3万，可见当地牛奶需求量相当可观。目前南靖县市场上销售的牛奶主要有伊利、蒙牛、长富、雀巢、光明、完达山、旺仔、三元这八种品牌，据调查数据分析，伊利、蒙牛、长富、光明四者瓜分了92%的市场占有率（蒙牛38%，伊利34%，长富12%，光明8%），可是牛奶市场并未一家独大，商家竞争仍然十分激烈。五月中旬以来，牛奶销售进入旺季，各品牌都以超市让利促销的模式，力图抢占更多的市场份额。而伊利，作为国内牛奶产业的领军者之一，也正在面临着来自自身和外界的双重挑战和机遇。因此，经过一系列的准备和策划工作后，我们为伊利牛奶在南靖地区的销售制作了此份营销计划。 在综合考虑了各方因素之后，我们首先将目标市场定位为南靖县城消费群体。之后经过系统的调查，我们大致掌握了目标对象的基本消费理念和消费行为，以及液态奶产品所处的市场状况。我们发觉对于目标群体，只有更加具有创意的营销手段才能获得更好的吸引力。因此，我们将传统的营销模式及方案加以了改革和创新，使之变得更加具有吸引性、创新性和时效性。 整个营销策划我们从三方面下手：品牌理念，渠道销售，促销方案，在制定这三面策略时，我们尽量使它们优势互补，环环相扣，以求达到全方位位的营销效果。最后，我们对所做的方案进行了完备的分析、评估和整理，并据此制定了目标和具体