统一冰红茶广告策划书新.docVIP

统 一 冰 红 茶 广告策划书 系部：经济贸易与管理系 班级：商务3101 姓名：杨丽 学号：24 目录： 一、市场分析 ····················································２ （一）市场发展及现状··············································２ （二）现有市场竞争状况分析以及消费者分析··························２ （三）市场发展趋势分析············································３ 二、产品分析······················································３ （一）“统一冰红茶”功能特点分析···································３ （二）竞争对手的功能、特点分析····································４ 三、销售与广告分析················································４ （一）“统一冰红茶”销售与广告现状·································４ （二）竞争对手的销售与广告策略····································５ 四、“统一冰红茶”广告策略·········································６ （一）广告目标····················································６ （二）广告策划主题：年轻无极限····································７ （三）广告创意设计················································８ 五、媒介策略······················································８ （一）对象媒体接收习惯············································８ （二）媒体组合策略················································８ （三）媒体选择策略················································８ 六、广告实施计划··················································８ （一）导入时机····················································９ （二）实施步骤·····················································９ （三）效果评估·····················································９ 一、市场分析 （一）市场发展及现状 国内茶饮料市场大致是从90年代初期开始发展的，到目前为止，茶饮料市场在我国的发展已经经历了三个阶段 第一阶段，以碳酸茶饮料为代表，它与可乐、雪碧相似，只是添加了一些茶成分，这一阶段的茶饮料并未体现出真正的茶风味 第二阶段，茶饮料开始向热灌装方向发展，以柠檬风味的冰红茶、蜂蜜绿茶、茉莉绿茶为代表，这一时期，行业内虽有领军人物出现，但整个市场还是比较混乱的，存在很多中小企业，每个地区都有地域性品牌，自2000年正式颁布《茶饮料行业标准》至2003年，行业出现整合，很多中小企业现都已陆续被淘汰出市场 目前在这个市场上生存的主要是一些大型饮料企业，茶饮料产品的竞争逐渐进入品牌竞争，在企业都有品牌的情况下，我们预计茶饮料的竞争将上升到第三阶段，也就是产品品质的竞争 中国的茶饮料最早出现在1995年。首先是旭日升用冰茶打开了中国巨大的茶饮料市场，随后红茶及绿茶的推出使茶饮料的市场逐渐成熟起来。 （二）现有市场竞争状况分析以及消费者分析 康师傅仍然占有最大的茶饮料市场，其次是统一，他们占有的市场达到了中国整个市场的一半以上； 同时，可口可乐联合雀巢推出茶饮料抢占市场，百事可乐也不甘落后； 进入茶饮料市场的还包括乐百氏的脉动动动茶，农夫山泉公司的新产品农夫茶，以及娃哈哈的一系列茶饮料。 消费者分析： 茶饮料70%的市场都是来自年轻消费群 他们都是一群崇尚自我的年轻的强有力的购买群 他们都乐于接受新鲜事物 他们选择产品时既背叛品牌，又间接的受品牌的影响 （三）市场发展趋势分析 茶饮料的品种将会更多样化 茶饮料市场的