糖果促销方案.docVIP

糖果促销方案 篇一：糖果营销策划书 前言 糖果的全球年人均消费量为3公斤左右，而我国只有0.7公斤，因此我国糖果市场具有巨大的发展潜力。我国糖果企业有2000多家，其中年销售额500万元以上的企业有230家，可以说竞争相当激烈。 来自意大利的quot;阿尔卑斯棒棒糖quot;于1994年在中国上市以来，它以独特的口味、新颖的包装吸引了无数人的目光。从此 quot;阿尔卑斯quot;在中国同类产品的销售中一直保持着很好的成绩，而在消费者的心中它一直是quot;甜蜜quot;的代名词，是每一个quot;浪漫时刻quot;的见证。人们在品尝着阿尔卑斯那独特味道的时候，也在品味着生活的甜蜜和浪漫，甚至品尝quot;阿尔卑斯quot;已不仅仅是品尝一种糖果的味道了?? 尽管如此，面对着如此激烈的竞争，阿尔卑斯依然需要再接再厉、不断进取。 在这个策划中，我们将通过对市场环境、竞争对手、消费者以及自身的详尽分析，采取积极而又有效的营销战略，从而确保阿尔卑斯棒棒糖在市场中的竞争地位。 目录 公司及品牌简介·········································································································································1 产品介绍·····················································································································································2 市场环境····················································································································································2 消费者分析················································································································································3 消费者市场细分········································································································································4 市场选择····················································································································································5 竞争品牌市场调查分析····························································································································5 竞争品牌特点分析····································································································································6 SWTO分析···············································································································································7 新品介绍····················································································································································8 结束语········································