德芙巧克力促销策划(1).pptVIP

PROMOTION analysis survey method questionnaires questionnaires on the internet（1500份） market questionnaire（800份） * 德芙 DOVE Fred supermarket DOVE’S STOY CHARACTRISTICS ANALYSIS MARKETING SUVEY POTENTIAL CUSTOMERS PREMIUM Dove was created with love by Greek-Amercian founder Leo Stafanos in 1950s. Witnessing his son racing down the street after an ice truck, the chicage candy store owner developed the DOVEBAR out of concern for his children’s safety Story D = DO O = YOU V = LOVE E = ME 。 function： gift、 enjoy yourself Name: constant sinochem name, kindness Packing: packed in western style design, very elegant Product advantage: good, taste good, chocolate pure, smooth, delicate, taste good, is sweet and delicious 产品劣势：太甜、不容易保存、不方便、上火、花样不是特别的多、价格有些偏高 SURVER PLAN SETTING Chocolate seems to have become people transfer emotion, enjoy the beautiful moment of choice for market, but, into the market, in the face of the full of beautiful things in eyes various brands, the fee is difficult to choice, consumer concern is not only a box of candy. But the quality of the products. . Taste, they asked for the whole box of chocolate can bring special feeling. （4）了解德芙广告给市场带来的效果。 （5）了解德芙产品给市场带来了何种冲击。 Merry Christmas Two box 240(one big coca cola and a gift) One box 110 ( a gift) You are new couple ,take your wedding register,a buttle of new flowers Doves target population China is a large consumer market, of , chocolate is 10-15% of the annual growth of rapid development, the market potential is as high as 20 billion yuan. Chinas per capita consumption in chocolate should reach 1 kilogram, is the worlds largest chocolate market. Existing consumer behavior analysis: chocolate products main consumption group is fashionable, fashionable young people. For most young people income will not be too high. Women than men to chocolate preferences. Young women buy cho