贝因美奶粉营销策划方案.doc

1贝因美奶粉营销策划方案专业:市场营销制作小组:向日葵小组成员:谢德明赵欣欣王晓萌王爱宇王文静娄浩范晓张颖颖制作时间:2013年12月1日2前言贝因美初创于1992年,坐落于西子湖畔的杭州高新技术开发区内,以婴童业为主体,涉及婴幼儿食品、用品生产、研发、销售以及妇幼保健、健康产业等多个相关经营领域,是一家致力于婴童行业的专业化集团。目前总资产超过10亿元,拥有员工13500人。贝因美自主研发的贝因美系列婴幼儿食品,已全面涵盖代乳品、断奶期食品和辅助食品三大类,共计100多个,专为中国宝宝研制,更适合中国宝宝体质。贝因美的用品系列——“比因美特”孕妇用品和婴儿用品,涉及孕妇装。童鞋、童装、童床、童车等1000多种生活用品、产品严格遵循国际最新孕妇和婴幼儿安全保护法规,源自欧洲,融入亚洲,关注两代人的身心健康和智力提高,同时倡导绿色环保、健康、安全、科学理念。十余年来,贝因美从产品的研发、生产、销售发展到全方位的生、养、教服务,更成功打造出“爱婴工程”、“育婴工程”和“亲母工程”三大独特的公益事业体系,从生育、养育、教育多个层面为中国宝宝的健康成长提供服务。此外,贝因美还突破原有产业格局,广泛拓展服务领域,借助贝因美现有的营销网络、渠道和品牌影响,以特许加盟的业态模式介入整个孕婴童食品、用品、服装及玩具等行业,全方位发展婴童事业。比因美特国际连锁店和贝因美婴童生活馆已成为贝因美独具特色的业态模式。发展至今,贝因美“育婴专家”品牌形象日益深入人心,以“打造伟大企业,追求成功人生”为企业宗旨,执着“求真务实、忠信任爱、价值实现”的企业精神的贝因美正朝着中国婴童产业的领跑者和综合运营商的目标前进。贝因美将一如既往的专注于婴童事业的发展,全心全意帮助中国宝宝健康成长,更期待着与国内外同业合作,共同开拓婴童业得美好未来!3目录1概要···················································42环境分析·····························································································································53竞争分析--SWOT分析·····································84营销策划目标···········································125STP营销战略分析·······································(Segmenting)·······························(Targeting)·····························(Positioning)·······························156营销组合·······························································································································································································································217行动方案···············································278费用预算···············································299方案调整···············································2910结束语················································3141概要三聚******事件以后,许多奶粉企业纷纷到了下去,人们对奶制品的抵触空前达到了极致,几乎是谈奶色变,整个奶制品的产业链也随之瘫痪。许多奶农因售出的奶出售不掉而血本无归。而贝因美奶粉的出现为国内奶粉的发展带来了转机。贝因美以“关爱生命,热爱生活”为宗旨,全方位服务于中国婴童事业,致力于婴幼儿食品及婴童产业的研究与国际性合作。主营事业以婴幼儿食品、婴幼儿用品、育婴咨询服务、生命科学和母婴保健、育婴工程、爱婴工程六大块架构而成。贝因美奶粉优质奶源、先进工艺、科学配