卫生巾广告策划书.doc

PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT 1 七度空间蘑菇贴策划书 目录 前言 市场分析 营销环境分析························································ 消费者分析·························································· 产品分析···························································· 企业和竞争对手分析·················································· 企业和竞争对手广告分析·············································· 广告策略 广告的目标市场策略·················································· 产品定位策略························································ 广告诉求策略························································ 广告表现策略························································ 广告媒体策略························································ 广告实施计划 广告目标···························································· 广告表现···························································· 广告媒体计划························································ 广告费用预算························································ 广告的效果评测和监控 监控的目标·························································· 监控的方法·························································· 监控的实施计划······················································ 前言 市场分析 营销环境分析 微观环境营销环境分析 1.企业背景:恒安集团创立于1985年，是最早进入中国卫生巾市场的企业之一，是目前国内最大的妇女卫生巾和婴儿纸尿裤生产企业，销售和分销网络覆盖全国。 2.企业科研开发创新能力：在核心原材料仍依赖进口的行业现状下，恒安重视科技创新，不断加强产品的研究与开发，与国内外研究机构和专业院校合作，以技术和新工艺提高产品的市场竞争力。 3．七度空间发展前景：恒安集团是国内外知名企业，拥有雄厚实力和品牌忠诚度，为七度空间开拓更多的市场。七度空间在目前市场上占据着一定的优势地位，但是近年来优势地位不断地受到以苏菲、护舒宝为首的竞争对手的挑战，七度空间产品线相对较为简单，尤其是夜用产品市场表现较为薄弱。 宏观市场营销环境分析 1.发展空间：由于经济的发展和人民生活水平的提高，消费者消费档次随之提高，卫生巾市场在今后几十年内仍处于成长期，中高档卫生巾市场潜力巨大，农村市场发展空间大。 2.行情分析：从整个行业看，国家提高行业管理力度，质量管理加强，卫生巾品牌化成为趋势，且其市场规模大，发展前景好，但优胜劣汰的现象更明显。国内卫生巾品牌虽生产厂家众多，但大小不一且散杂，竞争力较弱，外资品牌占据高端市场。 3.竞争环境：由于价格定位和使用情况的差别，国内和国际品牌被分为成两大阵营。在一些消费能力较为强的城市里，例如北京、上海、深圳等地，国际品牌和国内品牌的销售量几乎相对持平。但在一些小城市和农村地区，国内品牌的卫生巾占绝大部分市场。? 消费者分析 目标人群，以学生消费者为主，年龄段比较低 青春活力、可爱、爱幻想、比较以自我为中心，喜欢自由、不愿意被约束，不愿意承受太大的压力，年轻就是资本 容易受周围人、广告的影响，比较喜欢流行、时尚、可爱的东西 忠诚消费者在自我认同、社会认同、个性化和童真、小资倾向上的得分均高于普通消