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目录
前言
第一部分：市场分析
营销环境分析·························································
消费者分析···························································
产品分析·····························································
与竞争对手的竞争状况分析·············································
与竞争对手的广告分析·················································
第二部分：广告的目标
目标市场策略·························································
产品定位策略·························································
广告表现策略·························································
广告媒介策略·························································
第三部分：广告计划
广告目标·····························································
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广告时间·····························································
广告表现·····························································
其他活动计划·························································
广告费用预算·························································
第四部分：广告活动的效果和监控
广告效果的预测·······················································
广告效果监控·························································
附录：
市场调查问卷··························································
市场调查报告··························································
前言
2012年又是一个不平静的一年，乳业市场有掀起了新的风波，工业明胶从牛奶中被曝光，
蒙牛某类牛奶被检测不合格等事件都给乳业市场带来了冲击，同时也给益益带来了新的机遇
和挑战。为了抓住机遇，做大做强益益乳业，我们做了此次策划。主要是为了挺高益益的市
场销售额、市场占有率、知名度、美誉度等。
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如果贵公司认可文案中的策划方案，希望本次广告活动能够完全照此执行；如果贵方不采
纳此方案，希望能够尊重我方劳动，不在今后的广告活动中直接或间接的使用本文案中的全
部或部分内容。
第一部分：市场分析
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