新可乐营销案例分析.docxVIP

新可乐营销案例分析

目录

一、内容概述................................................3

1.1研究背景.............................................3

1.2研究目的与意义.......................................4

二、新可乐市场环境分析......................................4

2.1行业环境分析.........................................6

2.1.1行业竞争态势.....................................7

2.1.2行业发展趋势.....................................8

2.2市场环境分析.........................................9

2.2.1消费者需求分析..................................11

2.2.2市场规模与增长..................................12

三、新可乐产品策略分析.....................................13

3.1产品定位............................................15

3.2产品设计............................................16

3.3产品包装............................................17

3.4产品价格策略........................................18

四、新可乐营销组合策略.....................................19

4.1推广策略............................................21

4.1.1广告宣传........................................22

4.1.2网络营销........................................23

4.1.3社交媒体营销....................................24

4.2渠道策略............................................26

4.2.1传统渠道........................................27

4.2.2网络渠道........................................29

4.3促销策略............................................30

4.3.1优惠券促销......................................31

4.3.2赠品促销........................................32

4.3.3体验营销........................................34

五、新可乐营销案例研究.....................................35

5.1案例背景............................................37

5.2营销策略实施........................................37

5.3营销效果评估........................................39

六、新可乐营销成功因素分析.................................40

6.1产品创新............................................42

6.2市场定位准确........................................43

6.3营销策略有效........................................44

6.4品牌建设............................................4