逸客槟榔营销策划书.doc

目录 一、策划背景及目标.··············································2 1、策划背景简介··············································2 2、策划的目标及任务··············································2 二、营销环境分析············································2 (1)宏观环境分析··········································2 1、经济环境·······································2 2、历史文化环境···········································3 3、槟榔行业现状············································3 （2）微观环境分析··············································3 1、企业状况··············································3 2、竞争对手分析············································3 3、消费者分析············································4 三、“逸客”槟榔SWOT分析··············································5 四、营销战略与策略············································6 1、目标市场··············································7 2、产品策略··············································7 3、价格策略···············································7 4、销售渠道··············································7 5、广告宣传············································8 五、控制及后期评估··············································8 1、营销费用预算··············································8 2、后期评估············································8 策划背景及目标. 1、策划背景简介 随着我国经济的发展，人们生活水平的不断提高，人们对食品的需求已从“量”的满足转向“质”的需求，“安全、绿色、天然”已成为国内消费领域的普遍心理时尚，人们对个性化高质量食品的需求愈发强烈，槟榔也是一样。人们对槟榔需求也日益增加，但是现有的槟榔市场这块大蛋糕已被“胖哥、友文、口味王”等大品牌瓜分。因此，槟榔行业如何取得突破、发展，脱颖而出，开拓一个全新的市场已成为槟榔食品发展公司的当务之急。 汇德利食品有限公司是一家实力雄厚的公司，以加工生产各种食品、饮料等为主要业务。因看重槟榔的市场前景，现决定进军槟榔市场。公司推出本地品牌“逸客”槟榔，希望能够在巨头如林的槟榔市场闯出一片天地。 2、策划的目标及任务 本策划方案旨在有效从行业环境，主要竞争对手及顾客等方面进行认真分析的基础上，对市场进行细分，根据市场细分对产品进行定位和推广，特别是“逸客”槟榔的上市，由此制定了公司发展战略和有效的营销策略，以迅速的提高产品的美誉度，占领和巩固市场，增强“逸客”及汇德利的优势，以赢得更大的竞争。 本策划方案首先对汇德利公司内外部环境进行了分析，指出公司面临的机会和挑战，然后通过对行业环境分析及槟榔市场调查分析，描述行业竞争态势，判断行业竞争强度，并通过“逸客”的竞争能力分析，找出“逸客”的优势和劣势，最后考虑SWOT的匹配，并结合消费者购买行为分析，在市场定位的基础上以整合营销思想为指导，从4P角度提出了营销策略组合。 营销环境