益益乳业广告媒策划书.doc

关于益益乳业在2013年的广告策划书 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····························································· 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。 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 一、营销环境分析 1、企业市场营销环境中的宏观制约因素： 益益在淮南的宏观经济形势：从总体的经济形势上来说，益益乳业位于中部传统煤都淮南，发展历史十分悠久，经济基础近年来，在各项加快民营经济发展政策措施的推动下，淮南市民营经济发展明显加快，呈现出规模不断扩大、比重逐步提升、活力不断增强的良好局面。民营经济已成为最具活力、最有潜力、最富希望的增长极。2009年，淮南市市民营经济实现增加值147.0亿元，占GDP的比重为28.9%。从总体的消费态势来看，随着经济的平稳发展，和第三产业的不断壮大，人民越来越富裕，人民的消费水平和消费意愿逐步的增加，消费品市场平稳的发展，人们的消费越来越注重健康合理的产品。从产业的发展政策上来看，安徽益益乳业有限公司是安徽农垦第一家建立现代企业制度的国家产业化龙头企业，是安徽省最大的奶牛存栏和鲜奶产量分别占全省的42%和61%，是安徽省最大的奶牛死样加工生产基地，也是省内唯一一家一乳品为发展主题额农业产业化扶优扶强额重点龙头单位，企业发展势头和发展政策良好。 市场的政治，法律背景：淮南益益乳业是省内唯一一家乳品为发展主题的农业产业化扶优扶强额重点龙头单位，2003年被列入安徽省861行动计划和全省100家专精新