X茉莉仙子品牌袋泡茶上市推广营销策划案.doc

PAGE PAGE 1 茉莉仙子品牌袋泡茶上市推广营销策划案 PAGE 25 目录 模块一：茉莉仙子新品上市推广市场调查与分析·····························2 模块一基本信息表·····························································2 茉莉仙子新品上市推广调查报告··················································3 广告调查报告附件····························································13 附件一：广告调查计划···············································13 附件二：茉莉仙子上市推广市场调查问卷·······························14 模块二 ：茉莉仙子新品上市推广广告计划··································16 模块二基本信息表·····························································16 茉莉仙子新品上市推广计划书···················································18 模块三 ：茉莉仙子新品上市推广创意表现及广告制作·······················22 模块三基本信息表·····························································22 广告创意作品·································································24 广告创意表现说明·····························································24 平面广告·····································································24 网络广告（截图）······························································26 广播广告（脚本）······························································27 影视广告（脚本、截图、创意说明）··············································28 模块四 ：广告策划·························································29 模块四基本信息表···························································· 29 茉莉仙子新品上市推广策划方案（策划书）········································31 模块一： 茉莉仙子新产品上市推广调查报告 一、调查目的 通过调查了解现阶段袋泡茶市场概况，再着重了解中国袋泡茶市场的发展情况；对茉莉仙子产品的调查了解到产品的特点、优势，为之后的产品定位、营销策划提供依据；了解竞争对手，了解其的产品和营销手段；了解消费者，知晓消费者的真正需求、媒介接触习惯等信息，为消费者提供有针对性的营销活动。 二、调查内容 袋泡茶市场概况。 闽榕企业及茉莉仙子产品情况（产品特点、优势）。 消费者调查（饮茶习惯、媒介接触习惯等）。 竞争对手调查（企业情况、市场份额、产品营销手段）。 调查结果分析 袋泡茶市场分析 袋泡茶的发展。袋泡茶出现于20世纪初，直到上世纪70年代末才开始流行。由于具有“定量、卫生、方便、快速”的特点，袋泡茶的出现与发展，代表了一种文化的兴起与繁荣。袋泡茶的畅销，顺应了现代社会中人们快节奏的生活方式，代表了新一代的潮流文化。全球袋泡茶市场正呈快速增长之势，世界袋泡茶的年消费量已占世界茶叶总消费量的23.5%，尤其在欧美国家，袋泡茶已成为茶叶消费的主导产品。 中国袋泡茶市场状况。现阶段，由于饮茶习惯、袋泡茶质量、缺少有知名度的品牌等原因，制约了我国袋泡茶产业的发展。有数据显示，中国袋泡茶消费量仅占茶叶总量约3%，国内袋泡茶市场还有很大上升空间。 国内品牌抢滩袋泡茶市场。立顿依旧占据着我国袋泡茶市场的龙头老大位置，但众多国内茶叶巨头开始纷纷染指这个市场，意与国外品牌