“曼秀男生节” ——曼秀雷敦男士护肤品大学校园推广项目策划.doc

湖南商学院北津学院课程设计 目 录 项目背景整合···············································3 （一）曼秀雷敦品牌解析·······································3 （二）项目策划目的···········································3 （三）曼秀雷敦男士护肤品产业现状及发展趋势考量解读···········4 （四）发展趋势分析···········································5 项目调研···················································6 （一）市场分析···············································6 （二）行业竞争分析···········································8 （三）项目定位分析···········································8 项目策划方案··············································10 （一）项目开展流程分析图····································10 （二）前期项目执行草案······································11 （三）项目执行草案··········································12 （四）传播策略··············································15 （五）项目预算··············································17 项目预估··················································18 （一）可行性分析············································18 （二）风险预估··············································18 （三）效果预估··············································19 附录··························································20 附录一：关于湖南商学院男生使用护肤品的现状的问卷调查········20 附录二：项目形象质点········································22 附录三：团队策划分工清单····································25 “曼秀男生节” ——曼秀雷敦男士护肤品商学院推广项目策划 一、 项目背景整合 （一）曼秀雷敦品牌解析 曼秀雷敦（中国）主要生产曼秀雷敦和乐敦系列产品，包括薄荷膏、樱桃伤风膏、伤风通、淡彩润唇膏、小小什果冰护唇系列、水份润唇膏、新碧抗晒乳液系列、新乐敦眼药水、小乐敦眼药水、护肤系列及假牙垫等等，以应付内销及出口市场之需要，而产品出口远至英国、美国、德国、法国、澳洲、加拿大、日本及新马泰等等。 为拓展中国市场，曼秀雷敦于北京、上海、广州三大城市建立分公司，并同时在大连、天津、哈尔滨、沈阳、南京、苏州、杭州、宁波、中山、汕头、成都、重庆、武汉及深圳等城市进行发展。各公司需负责而管辖地区之销售情况、铺点工作、产品陈列及任何有关之宣传活动，并发展附近之二、三线城市，而厂房需配合各分公司需要，作出适当生产及运送安排，务求令曼秀雷敦及乐敦系列产品，成为市场上领导品。（资料来源：/view/33173.htm） （二）项目策划目的 1．树立曼秀雷敦企业品牌形象：将曼秀雷敦年轻、朝气、充满活力的品牌形象有效地传达给高校师生，培养企业亲和力、扩大企业知名度和影响力、树立良好的品牌美誉度，从而加强师生对本品牌的认同和信心。提供给在校学生展示自我的舞台，拉近产品与广大师生之间的距离，为促进企业产品做好市场铺垫。 2．有效打击竞争对手：通过这种互动式并且充满创意性的宣传活动开发校园市场可以得到学校的响应、家长的支持、吸引学生的眼球。广大师生的积极参与将拉进企业与学生之间的感情距离，从而占据广大的校园市场。 （三）曼秀雷敦男士护肤品产业现状及发展趋势考量解读 1．曼秀雷敦男士护肤品产业现状 曼秀雷敦是百年品牌，18