恒安集团七度空间蘑菇贴广告策划书.doc

七度空间蘑菇贴策划书目录前言市场分析营销环境分析························································消费者分析··························································产品分析····························································企业和竞争对手分析··················································企业和竞争对手广告分析··············································广告策略广告的目标市场策略··················································产品定位策略························································广告诉求策略························································广告表现策略························································广告媒体策略························································广告实施计划广告目标····························································广告表现····························································广告媒体计划························································广告费用预算························································广告的效果评测和监控监控的目标··························································监控的方法··························································监控的实施计划······················································:恒安集团创立于1985年,是最早进入中国卫生巾市场的企业之一,是目前国内最大的妇女卫生巾和婴儿纸尿裤生产企业,销售和分销网络覆盖全国。:在核心原材料仍依赖进口的行业现状下,恒安重视科技创新,不断加强产品的研究与开发,与国内外研究机构和专业院校合作,以技术和新工艺提高产品的市场竞争力。:恒安集团是国内外知名企业,拥有雄厚实力和品牌忠诚度,为七度空间开拓更多的市场。七度空间在目前市场上占据着一定的优势地位,但是近年来优势地位不断地受到以苏菲、护舒宝为首的竞争对手的挑战,七度空间产品线相对较为简单,尤其是夜用产品市场表现较为薄弱。:由于经济的发展和人民生活水平的提高,消费者消费档次随之提高,卫生巾市场在今后几十年内仍处于成长期,中高档卫生巾市场潜力巨大,农村市场发展空间大。:从整个行业看,国家提高行业管理力度,质量管理加强,卫生巾品牌化成为趋势,且其市场规模大,发展前景好,但优胜劣汰的现象更明显。国内卫生巾品牌虽生产厂家众多,但大小不一且散杂,竞争力较弱,外资品牌占据高端市场。:由于价格定位和使用情况的差别,国内和国际品牌被分为成两大阵营。在一些消费能力较为强的城市里,例如北京、上海、深圳等地,国际品牌和国内品牌的销售量几乎相对持平。但在一些小城市和农村地区,国内品牌的卫生巾占绝大部分市场。 消费者分析目标人群,以学生消费者为主,年龄段比较低青春活力、可爱、爱幻想、比较以自我为中心,喜欢自由、不愿意被约束,不愿意承受太大的压力,年轻就是资本容易受周围人、广告的影响,比较喜欢流行、时尚、可爱的东西忠诚消费者在自我认同、社会认同、个性化和童真、小资倾向上的得分均高于普通消费者。这些消费者看重自己的感受和需求,但也希望在社会评价中得到他人的认可;童真倾向高,喜欢青春、活泼、可爱的东西,好幻想。消费者偏向抵御低年龄段的高中生群体,家庭收入中等七度空间卫生巾的消费者具体较强的个性化需求,渴望有自己的特点和风格,同时夹杂着小资和童真的色彩,追求时尚和生活