2023年统一冰红茶广告策划书.docx

分歧冰红茶告白筹划书 筹划小构成员名单： 伍梁 工程分工、工程担当人、客户及咨询卷撰写、咨询卷剖析 及考察讲演撰写、创意策略及创意履行、筹划讲演撰 写、筹划讲演反省：伍梁 媒介： 要紧经过理解如今分歧冰红茶的市场近况，剖析茶饮料的开展趋 势，理解竞争敌手的营销跟告白策略，断定现阶段分歧冰红茶应采纳 的营销跟告白策略，使分歧冰红茶在剧烈的市场竞争情况中迈向新的 终点。 目次： 一、市场剖析····················································3 （一）市场开展及近况··············································3 （二）现有市场竞争情况剖析········································4 （三）花费者剖析··················································4 （四）市场开展趋向剖析············································4 （五）开展情况剖析················································5 二、产物剖析······················································5(义务编纂：中国贩卖学 习网) （一）“分歧冰红茶〞功能特点剖析···································5 （二）竞争敌手的功能、特点剖析····································6 三、贩卖与告白剖析················································7 （一）“分歧冰红茶〞贩卖与告白近况·································7 （二）竞争敌手的贩卖与告白策略····································8 四、企业营销策略筹划··············································9 （一）“分歧冰红茶〞市场营销目标···································9 （二）“分歧冰红茶〞市场策略·······································9 五、“分歧冰红茶〞告白策略·········································10 （一）抽象的咨询题点跟上风··········································10 （二）告白目标····················································10 （三）告白筹划主题：年老无极限····································11(义务编纂：中 国贩卖进修网) （四）告白创意方案················································12 六、媒介策略······················································13 （一）东西媒体接纳适应············································13 （二）媒体组合策略················································13 （三）媒体选择策略················································13 （四）媒体告白估算················································13 七、公关营销策略··················································14 （一）目标························································14 （二）东西举措剖析················································14 （三）活动筹划··················································14-17 八、全体告白筹划估算··············································17 九、告白后果猜想、评价············································17 （一）事先评价····················································17 （二）售中评价····················································17 （三）前期评价····················································17 十、施行策略······················································18 （一）导入时机····················································18 （二）施行步调····················································18 （三）施行工程治理方案············································18 （四）局部施行详细方案············································18 深度访谈··························································19 一（一）市场开展及近况 国际茶饮料市场大年夜抵是从90年月初期开场开展的，到如今为止， 茶饮料市场在我国的开展曾经阅历了三个阶段 第一阶段，以碳酸茶饮料为代表，它与可乐、雪碧类似，只是添 加了一些茶要素，这一阶段的茶饮料并未表白出真正的茶风味 第二阶段，茶饮料开场向热灌装偏向开展，以柠檬风味的冰红茶、蜂 蜜绿茶、茉莉绿茶为代表，这一时代，行业内虽有领武士物呈现，但 全体市场依然比较凌乱的，存在特未多少中小企业，每个地区都有地区性 品牌，自2023年正式宣布茶饮料行业标准至2023年，行业呈现 整合，特未多少中小企业现都已连续被镌汰出市场 如今在那个市场上生涯的要紧是一些大年夜型饮料企业，茶饮料产物 的竞争逐渐进入品牌竞争，在企业都有品牌的情况下，咱们估计茶饮 料的竞争将上升到第三阶段，也确实是产物质量的竞争 中国的茶饮料最早出如今1995年。起首是朝阳升用冰茶翻开了 中国庞大年夜的茶饮料市场，随后红茶及绿茶的推出使茶饮料的市场逐渐 成熟起来。 AC尼尔森的一项考察说明，近来多青年中国茶饮料市场开展速率 跨越300%，茶饮料曾经成为仅次于碳酸饮料的第三大年夜饮品，涨势迅 猛。 （二）现有市场竞争情况剖析 康徒弟依然盘踞最大年夜的茶饮料市场，其次是分歧，他们盘踞的市 场到达了中国全体市场的一半以上； 同时，适口可乐联合雀巢推出茶饮料抢占市场，百事可乐也不甘丢落伍； 进入茶饮料市场的还包含乐百氏的脉动动动茶，农民山泉公司的新产 品农民茶，以及娃哈哈的一系列茶饮料。 （三）花费者剖析 l茶饮料70%的市场全然下去自年老花费群 l他们全然上一群崇尚自我的年老的强无力的购置群 l他们都乐于承受新颖事物 l他们选择产物时既背离品牌，又开门见山的受品牌的障碍 （四）市场开展趋向剖析 l茶饮料的种类将会更多样化 l茶饮料市场的细分将会更详细，新的茶饮料市场也将跟着它的开展 而呈现 l回归天然将会是一种以后潮水，同时茶饮料将在中国的传统文明 中，寻到更多促进它开展的能源 l茶饮料的不美不雅念逐渐清晰，茶含量的进步将是以后茶饮料的卖点； l因为竞争剧烈，茶饮料的市场价钞票不时被拉低 （五）开展情况剖析 茶饮料的标签应说明产物称号、产物模范、净含量、配料表、制作者 （或经销者）的称号跟地点、产物标准号、花费日期、保质期。茶汤 饮料应说明“无糖〞或“低糖〞；花茶应说明茶坯模范；淡茶型应说明“淡 茶型〞；果汁茶饮料应说明果汁含量；奶味茶饮料应说明卵白质含量。 有关局部央求在茶饮料的清晰部位注明饮料这一特点，因为茶饮料并 非茶，他只是从茶中萃取了一些元素；同时央求盼望茶饮估中的茶的 含量。 、市场剖析 二、产物剖析 （一）“分歧冰红茶〞功能特点剖析 跟着生涯程度的进步，人们关于饮料的需要不在仅仅进展在可乐、 雪碧、纯挚水的需要程度上，越来越多的人更偏向于花费天然、安康 的饮料。就在这种配景下，饮料制作企业推出了大年夜量标榜天然、安康 的饮品此中就包含了茶饮料。茶水中的茶氨酸可增强者体的免疫才能、 抵御细菌、病菌跟真菌的入侵；茶叶中的炎黄酮能够落低心脏病跟癌 症的危险，能够协助骨质蓬松患者，还可加重过敏病病症。EGCG是 茶中多酚类化合物的要紧活性要素，它经过障碍卵白质落解、DNA复 制与修复、细胞周期跟旗号暗记传导通路等进程，引诱白血病细胞“他杀〞， 即茶存在抑癌沾染。茶叶所含氟化物是牙实质中弗成缺少的要紧物资。 如能不时地有大年夜批氟浸入牙构造，便能增强牙齿的稳固性跟抗酸才能， 防止蛀牙发作。据英国的一次考察说明，儿童常常吃茶品茗蛀牙可添加 60%。吃茶品茗能克制细胞老化，使人中途夭折。茶叶的抗老化沾染是维 生素E的18倍以上。吃茶品茗可保护人的造血功能。茶叶中含防辐射物资， 边看电视边品茗能添加电视辐射的优待，并能保护视力。中国的茶主 要分为六大年夜类：红茶（全发酵）、绿茶（不发酵）、乌龙茶（半发酵） 以及黑茶、白茶跟花茶。因为中国茶文明的汗青沉淀，再加上茶叶的 种种保健疗效及消暑解渴的功能，开瓶即饮的花费方法又契合古代生 活方法的央求，茶饮料走红存在后代界风。 分歧企业实时捉住茶饮料的开展时机，在大年夜陆推出了分歧茶饮料 （包含是分歧冰红茶、分歧乌龙茶、分歧绿茶）。分歧茶饮料是分歧企 业在中国饮料市场开场取得竞争上风的代表性品牌,“分歧冰红茶〞作 为分歧茶饮料的要紧代表95年6月起首在华东地区上市,。 分歧冰红茶是柠檬味的红茶饮料，契合年老人的口胃。 分歧茶饮料采纳的包装要紧有三种型号--1000ml、500ml的Ｐ ＥＴ瓶装、375ml的易拉罐装及利乐包装。此中500ml及375ml包 装的分歧茶饮料在超市、杂货店最为罕见。 （二）竞争敌手的功能、特点剖析 康徒弟冰红茶，作为分歧冰红茶的最大年夜的竞争敌手，在功能与特 点上与之并无太大年夜的区不。 三、贩卖与告白剖析 （一）“分歧冰红茶〞贩卖与告白近况 1.分歧冰红茶的著名度、佳誉度与企业抽象。 分歧冰红茶是分歧企业在中国饮料市场开场取得竞争上风的代表 性品牌，95年6月起首在华东地区上市，从98年开场成为同品类中的 抢先品牌。分歧冰红茶一向保持「年老无极限」的品牌主意，从在全 国高校中惹起剧烈反响的「分歧冰红茶闪亮之星大年夜教师歌手擢升赛」， 以及演唱会跟体育活动的资助参加等都遭到宽敞年老人与社会的喧哗 欢迎。 2.分歧冰红茶的市场贩卖近况 ①市场份额 分歧冰红茶的市场份额，紧跟康徒