Lozzi啦滋多拿滋甜甜圈_市场营销策划方案讲义.docx

西南民族大学生命科学与技术学院食品科学与工程 091 班 Lozzi 啦滋多拿滋市场营销策划方案罗棋菁学号: 200931302024 2010/6/21 一年三百六十五天, “浪漫、甜蜜、愉悦、青春、无忧、幸福、坚定……”每一天, 我们都能找到一个更爱甜甜圈的理由。每一个新鲜出炉的啦滋多拿滋都填充着我们生命中的美好瞬间, 正如这夏日的浪潮, 愿甜甜圈的浓情蜜意永远伴随着每一位与我们分享这甜蜜的爱人、亲人和朋友。 2 目录前言····································································· 4 一、企业概况简述····················································· 4 二、市场环境分析( SWOT 分析) ······························· 5 (一)市场需求分析·············································· 5 (二)市场竞争分析·············································· 6 优势: ···························································· 6 劣势: ···························································· 7 机会: ···························································· 8 威胁: ···························································· 8 三、营销目标··························································· 9 四、营销战略··························································· 9 (一)市场细分···················································· 9 (二)目标市场的选择········································· 10 (三)产品定位·················································· 10 五、营销计划························································· 11 (一)产品························································ 11 (二)价格························································ 11 (三)渠道························································ 11 (四)促销························································ 11 七、行动策略························································· 12 (一)准备充分·················································· 12 3 (二)内修品质·················································· 13 (三)重在宣传·················································· 13 八、营销策划预算(略) ········································ 14 九、方案可行性分析················································ 14 4 前言甜甜圈,又叫多拿滋,这个风靡欧美一百多年的面包圈中心掏空, 口味变幻无穷,加之携带方便,可谓是最为经典和流行的美式点心。作为首个进驻成都的专业甜甜圈品牌, Lozzi 已经成为年轻人津津乐道的美食据点和聚会场所。但它的成功之处,绝对不仅仅是美味而已。 Lozzi 的口号是:“与 Lozzi 一起 High ”。它崇尚自由, 主张个性的美式文化。除了带来纯正经典的美式甜甜圈, 更是把整个店面打造