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
摘要:
名称:旭日升奶茶广告企业划案
企业单位:旭日升有限广告公司
随着经济增长和社会形态的转型大提高,享受品的消费需要也大大的有所改善,旭日升奶茶经过多年的研究,开发现已成为市场上的热门抢手货,旭日升奶茶口感好,近几年来已经侵入了奶茶市场,并且销售在市场上也有很强烈的反映,适合大众口味,让人回味无穷,独特之处,立顿口味太浓了,有些人不适应,统一口味淡了一些,而本公司奶茶就保持奶的原味的同时也加入了其它果汁,这样的混合奶味特别合学生口味。我们有理由相信,旭日升奶茶会是未来大学市场的主流。但在饱和期来临之前,享受旭日升奶茶依然是最容易接受。我们的广告策划人员也设计创新广告,势必将旭日升奶茶带进大家的眼睛,特别是学生市场。我们的广告的预算为80万元,广告将在电视黄金时段播出和在各大学饭堂广告牌中上贴。
正文
(1)广告的市场环境分析
1、目标市场背景:据统计现大约有80%—90%的大学生朋友喜欢喝奶茶。
2、市场发展机会成长:
a.立顿奶茶上市只是得到少数朋友的接受;
b.统一奶茶问市得到许多朋友的喜爱、说明它是立顿奶茶的不足之处及市场规模才上市的; c.旭日升奶茶的上市相信会是大学生朋友的最爱。
3、企业分析: 旭日升有限广告公司历来崇尚消费者至上的原则。为了深入了解中国消费者,旭日升有限广告公司建立了完善的市场调研系统。开展消费者追踪并尝试与消费者建立持久的沟通关系。旭日升有限广告公司的市场研究部建立了庞大的数据库,把消费者意见及时分析、反馈给生产部门,以生产出更适合消费者使用的产品。
旭日升有限广告公司公司是一个创新型的现代化企业,一贯重视科学研究、技术开发及人才培养,注重产品质量及加速原材料本地化的进程。旭日升有限广告公司拥有8,300名科学技术研究人员,其中有2,000名具备博士学位的研究员。
4、产品分析:
a. 包装:采用亚洲的原味的设计,更有些加入了世界各地特别水果味;
b. 颜色:与天地水果相接——颜色丰富多样;
c. 口味:独创原味+水果;
d. 容量:与统一相仿——250CM;
e. 价格: 厂价2.30元,中盘价2.50元,零售进价:2.80元、市场卖价:3.5元;
f. 市场预估:
1>导入期市场量:以大二、大一学生为目标;
2>成长期市场量:加上大四、大三的学生为成长期目标 ;
3>成熟期市场销售主要靠稳扎稳打,保持销量。
5、竞争状况分析:
a.现在从事奶茶行业的公司比较少,多是零散的奶茶店,不能形成规模,难以有竞争力,而主要的竞争对手还是那些有规模的公司,像统一和立顿;
b.对于从事奶茶生产的竞争对手来说,像立顿和统一,它们只有奶原味,口味单一,缺乏创新口味,难使大众接受;
c.在学生市场中,更没有打着学生品牌的口味,而旭日升奶茶确不同,它有自己定位学生的奶茶口味,广受学生欢迎;
d.各大品牌公司没有在学生市场做广告,忽略了学生市场的崛起,而旭日升奶茶就瞄准学生这一新兴市场,所以这正是旭日升奶茶的优点。
(2)广告战略:
1、广告目的:扩大学生奶茶市场,提到本企业和奶茶品牌在学生中的地位;
2、广告重点:宣传本企业的奶茶文化,使大学生认同本奶茶特点;
3、广告目标受众:大学生;
4、广告地区:以广东工业大学龙洞校区为试验地,先在对其进行广告实施试验,先了解本学校学生对本品牌奶茶的接受情况。
(3)广告策略:
1、以“引导学生健康新生活”为主题,以“健康新生活”为口号,在学校中提倡学生要喝得健康,引导学生关注健康生活,注重对身体补充营养;
2、宣传健康的生活,以水果+奶味奶茶为主要品牌特色,这正迎合了大学生的活泼与口味独特的特点;
3、广告的主要张贴地点是学校饭堂门口和学生宿舍门口,这正是学生最经常经过的地方,这样能使大学生一目了然,自然的本公司的品牌就留在学生的心中,不断巩固。
4、在学校建立小卖部联营专卖。
(4)广告预算:
1、本广告的制作由专门的广告公司负责,它们设计出广告牌外形和广告内容,经费大约2000元;
2、广告牌制作就由专门广告牌公司制作,广告牌数量为12个(龙洞校区内外区和两个饭堂),经费是1300元;
3、广告投放要经过学校场地批准,所以要场地费,大约经费是2000元;
4、其他开支:大约500元;
5、总开支:5800元。
(5)广告效果预测:
1、广告目标预测:广告最终目标是能在广工龙洞区学生市场确立旭日升奶茶品牌,使旭日升奶茶深入广工龙洞区大学生市场;
2、广告完成程度预测:完成程度能达到90%以上,以为学生群体是最敏感的群起,很容易受品牌的影响,特别是知名品牌;
3、传播效果预测:达到的视听率能达到90%以上,知名度大约是80%,理解读更能达到95%左右;
4、销售效果预测:广工龙洞区学生数过万,所以是一个很大的市场群体,而且学生消费能力也在不断提高,现在对销售效果进行预测如下:
a.市场占有率:由于广工龙洞校区现在还没有奶茶公司进驻,所以能达到市场额95%以上; b.市场额:以学校35%中的一个学生一个月喝20瓶本公司奶茶为例,若学校人数是12000人,即12000*45%*15*2.30=186300(元/月)的市场额收入。
(6)广告计划:
1、广告活动时间:广工龙洞校区试验期是半年,所以广告活动时间是6个月;
2、广告地点:广工龙洞校区内外区宿舍第一层楼梯口和水上餐厅门口,内区饭堂门口;
3、广告建议:
1>广告的概念:味道太浓太单一学生消费者都不太喜欢
2>设定战略引发消费者需求的情感诉求;增强广告的记忆。
4、广告主题:着重体现奶茶的口味特别与独特味道,她的香味迷人,合适于大学生大众的口味让人精神好。
5、广告的创意:一个年轻活力的女生拿着旭日升奶茶高兴的跑向宿舍,她的心情极度好,她的头发在空中飘扬,给人一种活力四射的感觉,在这一时刻,在宿舍走过的一大群男生都看着她跑,他们像是看着她,但他们在内心确是想着她手中拿着的旭日升奶茶究竟是什么味道,内心活动词是:“真想喝一口”。
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