王老吉的营销策划方案.docxVIP

王老吉的营销策划方案

目录

1.策划概况................................................3

1.1策划背景.............................................4

1.2目标与目的...........................................5

2.市场分析................................................6

2.1市场需求研究.........................................7

2.2竞争分析.............................................9

2.3消费者行为分析......................................10

3.品牌策略...............................................11

3.1品牌定位与诉求......................................13

3.2品牌形象规划........................................14

3.3品牌推广策略........................................15

4.产品策略...............................................16

4.1产品组合分析........................................17

4.2产品创新与差异化....................................18

4.3产品生命周期管理....................................20

5.渠道策略...............................................21

5.1渠道网络建设........................................22

5.2渠道推广与促销计划..................................24

5.3库存与物流管理......................................25

6.定价策略...............................................27

6.1成本与竞争对手分析..................................28

6.2定价策略选择........................................29

6.3定价动态管理........................................30

7.营销推广...............................................31

7.1广告宣传计划........................................32

7.2促销活动策划........................................33

7.3公关与媒体关系......................................35

8.销售执行...............................................37

8.1销售团队管理........................................38

8.2销售考核与激励机制..................................39

8.3实施进度与监控......................................40

9.预算与盈利预测.........................................42

9.1营销预算编制........................................42

9.2盈利预测与风险评估..................................44

9.3财务分析指标........................................45

10.监测与评估............................................46

10.1