奥利奥创意纲要.docVIP

创意纲要 Creative brief 市场调查market investigation). 现有的格局： The existing pattern: 奥利奥是卡夫旗下的最受欢迎的品牌，而卡夫食品有限公司的饼干在中国市场上占有很大的比例。在外国文化涌入的当代，卡夫食品文化已融入中国消费文化中，在与达利园、徐福记等品牌的竞争中也是越战越勇。 Oreo is Kraft s most popular brands, and Kraft Foods Limited company of biscuit market in China occupy a large proportion of. In a foreign culture into the contemporary, Kraft Foods has been integrated into Chinese culture in consumption culture, and reaches, Xu Xu, brand competition is. 受众人群(Two of the audience) 消费者的分析： onsumer analysis: the family audience 儿童受众 childrens audience 女性受众等 female audience 在中国各个城市中，奥利奥拥有一批固定的消费者，特别受到白领、学生的喜爱，众多消费者对奥利奥的认知评价还是较高。都认知是一种消费时尚。 In every city in China, Oreo has a fixed number of consumers, especially by white-collar workers, students, many consumers to Oreos cognitive evaluation or higher. All cognition is a kind of consumption fashion. 奥利奥，高糖，受限于身体健康等原因，所以就决定了对中年人（40岁）层次以上的人群不适合。另外对于希望保持身材的女性而言，糖分含量偏高简直就是天敌，所以，对于大部份女性不适合。另外，对于零食，这一范畴，普遍流行于学生阶层。所以，基于这个理由分析，往往是初中——大学的青年男女当中的一部分人，其中一部人用于充饥，考虑到方便面市场和方便米饭市场以及快餐，饼干作为早餐的情况比较多。而且，其中长期吃这个东东的往往是喜欢上网的大学生这一人群。所以，个人感觉，对于奥利奥而言，更加流行于高中和大学学生当中，以及一部分上班的白领。而对乡镇以下的地方，奥利奥价格稍显昂贵了一点，当然，是比较其他廉价饼干基础上。 Oreo, high-sugar, restriction for health reasons, so decided to middle age (40 years old ) levels above the crowd is not suitable for. In addition to the hope to maintain the stature of women, high sugar content is simply to predators, so, for most women do not fit. In addition, for snacks, this category, popular in the student class. Therefore, based on the reason analysis, often is the junior middle school -- University of young men and women in some of us, some of them for their hunger, taking into account the instant noodles market and convenient rice market and fast food, biscuits for breakfast condition more. Moreover, in which long-term eat this stuff is often like online undergraduate is the crowd. Therefore, personal feeling, for Oreo, more popular in high school and university students, as well as a part of the white-colla