康师傅酸菜牛肉面推广策划书.doc

康师傅酸菜牛肉面 推广策划书  目 录 前 言 ······················································· P3 产品分析 ······················································· P4 三、市场分析 ·················································· P5 四、消费者分析 ·················································· P10 五、产品定位 ·················································· P13 六、推广方案 ·················································· P14 1、推广主题 ················································ P14 2、推广策略 ················································ P14 3、媒介投放策略 ·········································· P15 4、网络互动营销方案······································· P20 5、促销方案 ·············································· P23 七、费用总预算 ················································ P27 八、效果评估· ························································ P27 九、附录 ·························································· P28 1、调查问卷 ···················································· P28 2、调查报告 ···················································· P30 3、消费者洞察 ················································· P47 前 言 随着现代人们生活节奏的不断加快，人们的工作、生活也相应随之改变。而在这样飞速发展的时代，方便、快捷的方便面成为了人们饮食生活中不可或缺的一部分。 而如今随着方便面市场的口味、品种越来越多，目标市场不断细分，方便面市场竞争十分激烈。而想要在如此众多的方便面品牌和口味中脱颖而出，就需要更好的了解方便面市场、目标市场的特点等，从而制定行之有效的产品推广方案，从而增加产品的销售量和知名度。 大学生、年轻白领是方便面的重要消费群体，本策划书是以福州为目标市场进行的市场调研，消费者特点分析及竞争对手产品特点的分析，从而制定出在福州方便面市场行之有效的推广宣传方案，从而增加康师傅酸菜牛肉面的销售量和知名度。 产品分析： 1、康师傅方便面有着极高的品质保证： 康师傅不仅引进先进的外国设备来确保方便面生产质量，同时严格筛选即将出厂的方便面，一经发现有漏气等现象，就直接丢弃，绝不以次充好。 2、杯面包装轻巧设计，深受消费者喜爱： 康师傅杯面采用中空隔热层， 让消费者在吃刚泡好的方便面的时候可以不需要考虑到太热，可以直接双手捧着热乎乎的杯面，温暖而不烫手，深得消费者的喜爱，从而增加了消费者对康师傅产品的好感度，认为康师傅是实实在在为消费者服务的好品牌。 3、、定价在中低价位，适应市场需求。 康师傅方便面的价格：袋装2.5元/包，杯面4元/杯，五连包10.8元元，在价格上，康师傅标价实惠，让消费者在购买康师傅方便面的时候，既有着真材实料而有价格实惠的感觉，从而会一而再再而三的购买康师傅方便面。 4、“酸菜面”口味深入人心： 老坛酸菜可以说是东北的一道名菜，随着交通不断的发展，“酸菜面”也已经不仅仅是只有东北才有的特色菜肴，现今在福州地区的特别是小区周边、办公区的小吃店都有“酸菜