娃哈哈营销策划大赛文案设计.docxVIP

娃哈哈营销策划大赛文案设计 娃哈哈营销策划大赛文案设计 娃哈哈冰糖雪梨郑州市场营销策划 娃哈哈冰糖雪梨郑州市场营销策划 随着国民经济的迅速发展，居民消费水平的不断提高，人们自我保健意识和 情感归属意识不断增强，“天然、绿色、环保、健康、营养、时尚”等成为人们追求产品的标准，饮料市场的消费需求同样如此。在碳酸类饮料、茶类饮料、乳制品饮料纷纷登场之后，近几年果蔬类饮料异军突起，在市场上迅速蹿红，细心的消费者可能已经发现，多个厂家都重拳打出了同一款产品，并且都在今年加大了火力，力求快速抢占市场份额。这款产品就是冰糖雪梨。娃哈哈企业迎合消费者的需求，在2021年3月推出冰糖雪梨饮品，以传统养生配方融入饮品之中，吸引了消费者的关注。 我们进行了为期近两个月的市场调查，发现冰糖雪梨类的饮品市场潜力巨 大，市场竞争激烈;娃哈哈冰糖雪梨在郑州市场上因为产品定位不明确，终端铺货不到位，宣传推广效果甚微，其销售状况并不理想。 为打开娃哈哈冰糖雪梨在郑州的销售市场，提高产品的认知度，进而获得较 大的市场份额，占领郑州市场领导者地位，本策划团队进行了细致细致深入的市场分析，对产品进行了重新定位；并制定了优化包装组合，开展温情型和动漫型的广告宣传；实施三次大型主题促销活动及常规小型促销等一系列详细的营销策略。希望通过本次营销策划，能为娃哈哈冰糖雪梨占领郑州市场尽一份自己的绵薄之力。 娃哈哈冰糖雪梨郑州市场营销策划 一、 公司及产品介绍 ······················································································· 4 （一） 公司简介 ························································································ 4 （二） 产品简介 ························································································ 4 二、 市场分析 ································································································· 5 （一） 行业分析 ························································································ 5 （二） 市场环境分析 ················································································· 5 三、 SWOT分析 ································································································ 7 （一） 优势分析 ························································································ 7 （二） 劣势分析 ························································································ 8 （三） 机会分析 ························································································ 9 （四） 威胁分析 ························································································ 9 四、 营销战略 ······························································································· 10 （一） 市场细分 ···········································································