新菜品推广活动方案.docxVIP

新菜品推广活动方案

目录

1.活动目标与概述..........................................3

1.1目标设定.............................................3

1.2活动背景.............................................4

1.3活动定位.............................................5

2.活动主题与定位..........................................5

2.1主题拟定.............................................6

2.2定位分析.............................................7

2.3目标客户分析.........................................7

3.新菜品概览..............................................8

3.1菜品研发背景.........................................9

3.2菜品特色介绍.........................................9

3.3菜品营养价值........................................10

4.推广活动计划...........................................11

4.1推广策略............................................13

4.1.1产品推广方向....................................13

4.1.2市场定位策略....................................14

4.2推广内容............................................16

4.2.1产品包装设计....................................17

4.2.2广告宣传材料....................................18

4.3推广渠道............................................19

4.3.1线上推广渠道....................................21

4.3.2线下推广渠道....................................22

5.预算规划...............................................23

5.1总预算制定..........................................24

5.2预算分配............................................25

5.2.1产品研发费用....................................27

5.2.2推广费用........................................27

5.2.3人员费用........................................28

5.2.4其他费用........................................30

6.执行团队与责任分配.....................................30

6.1团队组建............................................31

6.2职责说明............................................32

6.2.1产品研发团队....................................33

6.2.2营销推广团队....................................34

6.2.3运营支持团队....................................35

7.风险评估与应对措施.......................