广西玉林“文十六”牛巴

广告策划书

一、前言

为了弘扬美食文化和民族精神；为了提高祖传下来的传统工艺食品玉林特色小吃之一的“文十六”牛巴在广西地区的知名度和品牌形象；为了扩大在广西地区的市场份额，提高销量。文十六针对广西市场加强了广告的宣传力度，根据市场需要和公司的产品策略，主要采用了电视媒体、户外媒体和网络媒体等组合广告策略。电视媒体广告主要是用广西都市频道对文十六牛巴进行宣传，是大众消费者深入了解文十六产品和文十六文化；其次，采用户外媒体——公交车体广告和户外显示屏广告，这是针对普通的消费群体的广告。通过这次为期半年的广告宣传，是消费者更加深入了解文十六牛巴，秀出文十六的知名度和品牌形象，从而提高销量，增加营业额。

二、现状分析

玉林特色小吃之一的“文十六”牛巴是祖传下来的传统工艺食品。由于使用祖传秘方，其牛巴甘、香、甜，营养丰富；又是民族英雄之后，有极强的传统文化特色。同市场上的同类产品相比，极具市场竞争力，文十六年巴已获20##年首届“玉林十大地方特色餐饮品牌”，20##年度消费者最信赖的“广西十大食品质量品牌”、“中国品牌”、“中国名优产品”。现其产品已经销向海内外，都有很好的口碑。但是其的知名度还是有限，销量也没有能取得重大突破。特别在其省份广西，市场未出现饱和，还很大的上升空间。特别是广西东盟自由贸易区的建立开拓了一个很大的市场发展空间。经过研究分析，文十六牛巴可通过加强广告宣传，提高文十六牛巴的知名度，从而提高销量，实现企业目标。

三、市场分析

（1）企业经营情况分析

文十六牛巴是个传统工艺食品，产品的美味可口使其畅销海内外。市场上未出现饱和迹象，反而销量不断提升。经市场调查发现，有一大部分的人不晓得文十六牛巴，就附近的广西地区牛巴市场未饱和，还是潜力无限，特别是中低端的市场。文十六经过传统工艺和现代工艺相结合，实现了规模生产，可以满足市场上的需求。而且文十六秉承着祖传的牛巴文化作为其企业文化，是消费者比较看好的。文十六在几个玉林牌子的牛巴当中，现在文十六出现了销售瓶颈，面对广大的市场，但是销量总是上不去。文十六除了与玉林其他牌子的竞争，同时还面临北方牛肉干的竞争。因此，急需利用广告宣传自我品牌。

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目 录

活动背景………………………………………………………………………………………1

活动动机………………………………………………………………………………………1

活动主题………………………………………………………………………………………1

活动目标………………………………………………………………………………………1

市场分析………………………………………………………………………………………2

活动方案………………………………………………………………………………………3

经费预算………………………………………………………………………………………5

（一） 活动背景：魅妮尔舞蹈俱乐部（以下简称club）是一家中档舞蹈俱乐部，

地处繁华的经三路段。有7年的开业历史，一直面向白领群体招生。目前想向郑州各大高校的在校学生推广成品舞蹈专攻班。但由于前期没有做较大力度的推广，club还不为大多数消费者所知，知名度不是很高，而且周边分布着多家小型不同档次的舞蹈教学班。当务之急，必须得迅速提升club在行业中影响力，在各大高校推广club，拓宽消费人群，提高知名度。

（二） 活动动机：每年九月份无疑都是各个教学班开课的的最佳季节，新学期

开始加上新生入学，有一大批符合条件的消费者，最重要的是要抓住时机，最早抓住现存的和潜在的消费者。通过校园赞助等的系列活动，营造一个宣传及吸引学生们报名的的氛围，达到促销的目的，因此，初次开课促销的机会一定要抓住。

（三） 活动主题： “精品舞蹈班专攻班 火爆开课季”

（四） 活动目标：

（1） 必须在开课气势上“一炮打响”，体现出舞蹈华丽优雅的特点（惊爆度）。

（2） 通过本次在各高校中的开课促销活动，务必要在高校学生心目中留下深刻的印象。

（3） 体现club高品质、高专业的优秀形象。

（4） 促销活动务必与以往不同，使学生有“新鲜感”，且易传播 （惊奇度）易操作。

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摘 要.................................................................................................. 错误！未定义书签。 1、绪论.................................................................................................... 错误！未定义书签。 2、广告的市场环境分析 ..........................................................................................................1 2.1目标市场背景 ··················································································································1 2.2市场发展机会成长 ··········································································································1 2.3企业分析 ··························································································································1 2.4产品分析 ··························································································································1 2.4.1包装·····························································································································1 2.4.2颜色·····························································································································1 2.4.3口味·····························································································································1 2.4.4支持层面·····················································································································1 2.4.5容量·····························································································································1 2.4.6价格·····························································································································1 2.4.7市场预估·····················································································································1 2.5竞争状况分析 ··················································································································2 3、广告战略 ..............................................................................................................................2 3.1广告目的 ··························································································································2 3.2广告重点 ··························································································································2 3.3广告目标受众 ··················································································································2 3.4广告地区 ··························································································································2 4、广告策略 ..............................................................................................................................2 4.1以“引导学生健康新生活”为主题 ··············································································2 4.2宣传健康的生活 ··············································································································2 4.3广告的主要张贴地点 ······································································································2 4.4学校小卖部联营专卖 ······································································································2 5、广告预算 ..............................................................................................................................2 6、广告效果预测 ......................................................................................................................3 6.1广告目标预测 ··················································································································3 6.2广告完成程度预测 ··········································································································3 6.3传播效果预测 ··················································································································3 6.4销售效果预测 ··················································································································3 6.5销售效果预测 ··················································································································3 7、广告计划 ..............................................................................................................................3 7.1广告活动时间 ··················································································································3 7.2广告地点 ··························································································································3 7.3广告建议 ··························································································································3 7.4广告主题 ··························································································································3 7.5广告的创意 ······················································································································3 致 谢.........................................................................................................................................3

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潘婷广告策划

姓名：XXX 班级：XXXXXXX 学号：XXXXXXX

一、市场分析

1.营销环境分析

继海飞丝、飘柔品牌在19xx年代后期陆续投放中国市场大获成功以后，宝洁公司旗下的另一主力洗护品牌潘婷(Pantene)，在19xx年进入中国市场，主要消费者群体定位于年轻女性，诉求精准修护受损、干枯、分叉及经常吹染烫的发质，成就女性健康美丽秀发。近20年的时间，潘婷已经成为万千中国女性最为喜爱和推崇的洗护发中高端品牌之一。

潘婷的品牌背景： 潘婷品牌，在宝洁公司的众多品牌中，是最引人注目和闪耀光芒的全球性战略大品牌。在全球众多国家中，潘婷品牌毫无置疑是当地市场的第一品牌，也是全球年销售数量最多、品牌运作最成功的洗护发品牌。尽管在亚洲市场的部分主要国家，比如中国和日本，潘婷目前尚未成为市场的霸主品牌，但是根据宝洁公司的全球品牌战略布局，未来的几年内，潘婷品牌在中国、日本及东南亚众多国家，将被重点强化并迅速培育成当地市场的洗护第一品牌。

潘婷品牌，19xx年诞生于美国，至今已经拥有60多年的品牌历史，自从被宝洁公司收购后，潘婷品牌在全球范围内进入了迅速发展的上升通道，目前已经成为全球洗护发市场的领导性第一品牌，也是众多国际名模、好莱坞大腕明星及时尚达人们最为推崇及喜爱的洗护发品牌之一。

2.消费者分析

（一）、消费者总体消费态势

潘婷品牌从进入中国市场开始，就将其目标消费者旗帜鲜明地锁定于女性消费者，其中心消费群(Core Target Consumer)为20到40岁年龄层、中高收入、时尚优雅并且特别关注发质健康状态的女性消费群。这个目标消费者的锁定，与海飞丝和飘柔品牌不分性别、

不严格区分年龄层的广义目标消费者定位法，具有明确的区别与不同。

（二）、现有消费者分析

潘婷品牌现有消费者为年龄分布在20至40岁之间的女性，职业为学生白领对洗发水的柔顺功能要求比较高。

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20xx年我国经济回暖基础将进一步夯实，但经济增长的内生动力仍显不足。20xx年前三季度国内生产总值217817亿元,同比增长7.7%,比上年同期回落2.2个百分点（其中，第一产业增加值22500亿元，增长4.0%，回落0.5个百分点;第二产业增加值106477亿元,增长7.5%，回落3个百分点;第三产业增加值88840亿元,增长8.8%，回落1.5个百分点）。宏观经济在去年一季度出现自19xx年以来最低单季度增速6.1%之后，二、三季度分别增长7.9%和8.9%，与此同时规模以上工业增加值同比增长

8.7%（其中一季度增长5.1%，二季度增长9.1%，三季度增长12.4%，呈逐季回升态势），居民消费价格指数环比由负转正（1-9月全国CPI同比下降1.1%，降幅收窄，自8月份起已连续两月实现环比正增长）。其中出口8466.5亿美元，下降21.3％，进口7111.8亿美元，下降20.4％，累计顺差1354.7亿美元，下降26％），核心指标回升加速表明我国应对金融危机的一揽子计划已陆续生效。20xx年宏观经济将总体保持向好势头。但需要注意的是，当前经济快速回稳主要靠政策拉动，经济增长内生动力仍然不足，随着明年部分刺激政策时效到期，若无行之有效的新政出台，则政策环境的改变将为20xx年国民经济持续稳定增长带来一定的不确定性。

20xx年经济发展中比较突出的几个问题

一） 产能过剩问题突出

二） 通胀压力逐步显现

三） 金融风险进一步加大

四） 不确定性因素增多

20xx年我国宏观政策环境走向

一） 基本政策基调为“保增长、调结构、促改革、惠民生

二） 采取积极的财政政策和适度宽松的货币政策组合

三） 充分把握有利时机推动重要领域体制改革

一份20xx年中国电池行业百强企业排名显示——南孚电池，这个主要生产锰锌、碱锌电池的企业，在排名中位于第八位。而位于前三位的分别是比亚迪、虎头、双宇。然而销量是遥遥领先，居中国首位。说明南孚在中国的市场上已经占有很重要的地位。

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可口可乐             广告策划书

                                   策划人：郭爽14040430105

                                          任雅杰14040430101

                                          王秀敏14040430137

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广告策划书

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目录

一 市场分析 ………………………………………………………………2P

（一）中国手机市场发展历程………………………………………2P

（二）现有市场竞争格局发展………………………………………3P

（三）消费者分析……………………………………………………3P

（四）市场发展趋势分析……………………………………………4P

（五）未来产品发展趋势……………………………………………6P

二 产品分析 ………………………………………………………………7P

（一）”诺基亚-5530XM“手机分析 ………………………………………7P

（二）竞争对手产品分析 …………………………………………………7P

三 销售与广告分析…………………………………………………………9P

（一）诺基亚公司销售与广告现状 ………………………………………9P

四 企业营销战略……………………………………………………………9P

（一）营销目标 ……………………………………………………………9P

（二）市场策略 ……………………………………………………………9P

五 广告表现…………………………………………………………………10P

（一）非媒介 ………………………………………………………………10P

（二）媒介 …………………………………………………………………10P

六 公关营销策略……………………………………………………………11P

（一）目的 …………………………………………………………………11P

（二）活动策划 ……………………………………………………………11P

七 效果预测、评估…………………………………………………………11P 附：电视广告脚本 …………………………………………………………12P 消费者市场调查问卷 ………………………………………………………12P

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