银鹭花生牛奶的广告策划书.doc

班 级： 11文化产业管理
学 号：
姓 名： 朱 莉
指导教师：张 平
银鹭花生
牛奶广告策划案
策划书目录
市场分析·······································3
企业经营情况分析········································3
银鹭花生牛奶的现状······································3
消费者特点分析··········································3
行业竞争状况分析·······························4
来自替代产品的威胁······································4
同行业的竞争状况········································4
产品分析·······································5
产品背景················································5
机会点··················································5
营销战略·······································6
营销目标················································6
市场定位················································7
产品战略·······································7
产品策略················································7
价格策略················································8
渠道策略················································8
媒介策略·······································8
媒体选择················································8
媒体策略和媒体计划······································9
广告策略·······································9
SWOT分析··············································9
广告目的················································10
广告策划主题············································11
广告创意设计············································11
银鹭花生牛奶广告策划书
一、市场分析
1、企业经营情况分析
荣膺农业产业化国家重点龙头企业，全国行业十强，拥有世界“粥王”——八宝粥，创新开发的动植物双蛋白饮料花生牛奶，核桃牛奶等主导产品。
银鹭集团拥有国家级的科研力量，以高效、节能、环保为发展方向。以欧洲制造模式为赶超标杆，以“绿色工业，福动世界”为理想，努力推动中国工业事业的发展，持续多年的努力，让银鹭拥有了中国驰名商标，中国名牌产品，国家免检产品等多项荣誉。
公司注重科技创新，技术装备先进，拥有当今的现代化生产线30余条，具有较强的专业化，规模化，集约化生产能力，年生产各类食品饮料80多万吨，产销量居全国同行业前列。
2、银鹭花生牛奶的现状
银鹭花生牛奶是中国名牌产品，产销量居全国同行业前列。纵观竞争日益激烈的市场，银鹭花生牛奶这样发展的屈指可数，与“台福”、“泰山”不同，银鹭花生牛奶不以消费人群、价格为区分，以打造“大众消费”为己任，让每个消费者都有机会品尝。
银鹭花生牛奶的成功是迎合消费者的结果，消费者可以是中老年人，青年人，也可以是小孩，价格也很实惠，市场注入了新的活力。
3、消费者特点分析
找准消费者需求是市场成功的关键。银鹭花生牛奶面向普通大众，涵盖老中青少各年龄段。
儿童：不是直接的购买者，但是对购买者的决策产生巨大影响。儿童的天性好奇，好玩，如果抢先在儿童群体中树立起品牌符号或是宣传口号的认知，将对产品的推广起到积极的效果（如麦当劳，哇哈哈