乐舜营销策划书.docxVIP

苹果醋 品牌推广筹谋书 乐舜团队筹谋单元 乐舜团队 筹谋客户： 乐舜苹果醋公司 筹谋书有限期： 2013-4-20至2014-5-19 提要 当今企业间的竞争已不但仅局限在已往的产物营销模式，更多的是转为对品牌的经营模式的竞争。苹果醋作为近几年一种新生的饮料，逐渐在全国推广开来，然而并没有哪个品牌能在众多竞争者中脱颖而出，得到社会大众的普遍认可。我们团队将以推广以及打响“乐舜”品牌为底子目的 ，接纳一系列的品牌推广计谋和市场营销计谋使乐舜苹果醋“天然、养颜、时尚”的理念被宽大消费群体所认可，以提高乐舜苹果醋品牌知 名度以及消费者认知度。 我们承袭“没有最好，只有更好！”的团队理念，把我们满腔的豪情与热情献身于这次品牌营销中。 要害词：生存与竞争、苹果醋、乐舜、天然、养颜、时尚、品牌推广计谋、市场营销计谋 SUMMARY The Eighth Session Brand Plan And Promotion Game of the Business Management Institute takes “competition and survival” as its subject, which highlights the essence of actual commercial combat and reflects the present fierce competitions amongst industries. Now competitions between firms are not merely confined in the past product marketing patterns, instead more are transformed into the management pattern of brands. As a kind of newborn drink , the apple vinegar has been popular in recent years in China, nevertheless there is no brands blooming in the multitudinous competitors to obtain the universal approval in public. In this big game, our team will take promoting and popularizing the brand “Le Shun” as the primary purpose, using a series of brand promotion and marketing strategies to make the idea “nature, beauty, fashion”of “Le Shun” apple vinegar acknowledged by the consumers in general, to enhance its brand well-knownness as well as the consumer cognition. We receive “there’s no best ,only better” as the team idea, and devote our wholehearted enthusiasm and passion to this brand plan and promotion game. Key words: competition and survival、apple vinegar、Le Shun、nature、beauty、fashion、brand promotion 、marketing strategies 目录 Contents 第一部分 公司简介………………………………………………1 第二部分 品牌的筹谋与定位………………………………… 1 第一章 品牌筹划总揽…………………………………………2 第二章 品牌计谋实施 一、品牌评估………………………………………………3 1、市场状况阐发……………………………………… 3 2、SWOT阐发………………………………………… 18 3、目标市场阐发……………………………………… 21 二、品牌答应……………………………………………… 27 三、品牌文化……………………………………………… 28 第三章 品牌“5P”营销计谋