巧克力促销策划案模板

巧克力促销策划案

德

芙

巧

克

力

营

销

策

划

书

姓名: 杜丹

班级: 08战略一班

学号: 521008

目录

前言 ····························································错误!未定义书签。

一、企业概况简述··········································错误!未定义书签。

二、市场环境分析( SWOT分析) ·······················错误!未定义书签。

( 一) 市场需求分析 ·····································错误!未定义书签。

( 二) 市场竞争分析 ·····································错误!未定义书签。

优势: ·················································错误!未定义书签。

劣势: ·················································错误!未定义书签。

机会: ·················································错误!未定义书签。

威胁: ·················································错误!未定义书签。

三、活动主题················································错误!未定义书签。

四、营销目标················································错误!未定义书签。

五、营销战略················································错误!未定义书签。

( 一) 市场细分 ···········································错误!未定义书签。

( 二) 市场目标 ···········································错误!未定义书签。

( 三) 市场定位 ···········································错误!未定义书签。

六、营销组合················································错误!未定义书签。

( 一) 产品 ·················································错误!未定义书签。

( 二) 价格 ·················································错误!未定义书签。

( 三) 渠道 ·················································错误!未定义书签。

( 四) 促销 ·················································错误!未定义书签。

特价促销活动·······································错误!未定义书签。

情感促销活动·······································错误!未定义书签。

七、行动方案················································错误!未定义书签。

八、附录 ······················································错误!未定义书签。

摘要

一周七天, ”浪漫、青春、健康、力量、关心、博爱、愉悦…”我们每天都有一个喜爱巧克力的理由。

很多人会从身边走过, 很多事一路漂远, 但在时光的河流里, 总有一些东西是不会变的, 像浓情巧克力那样的口齿留香, 像爱人执手相握的深情, 像夜归时那一盏温暖的灯光。愿巧克力的浓情永远伴随着您与爱人、亲人和朋友分享幸福生活的每一个美好瞬间。

前言

有人说, 巧克力是上帝赐予人类的美好礼物。浪漫的日子, 伴随着巧克力的浓郁香醇, 与最爱的人一起, 分享美丽、分享爱。小心翼翼地打开每一颗巧克力, 闪耀爱的光泽。细细品味, 可可的醇香如美丽的爱情, 浓郁的芬香中渗透着无限的温柔。发现有种味道在心里, 叫做爱情……德芙巧克力, 牛奶香浓, 丝般感受。

农历七月七日在中国是一年当中最浪漫的日子, 这一天无限柔情和蜜意尽情等待回答, 心与心的碰撞, 撞出永恒的火花。在这样一个浪漫的日子了, 我们以实际行动送上真诚的祝福, 开展一个特别的”缤纷浪漫情人节”活动, 从而使情侣了解到德芙巧克力是最好传达感情的情人节礼物。

一、企业概况简述

德芙巧克力是世界最大宠物食品和休闲食品制造商美国跨国食品公司玛氏( Mars) 公司在中国推出的系列产品之一, 1989年进入中国, 1995年成为中国巧克力领导品牌, ”牛奶香浓, 丝般感受”成为经典广告语。巧克力似乎早已成为人们传递情感、享受美好瞬间的首选佳品。可是, 走进商场、面对琳琅满目的各种品牌, 消费者却难以抉择。面对太多的选择, 消费者关心的不但仅是一盒糖果, 而是产品的品质如何、口感如何、味道如何。她们要求整盒巧克力能够带来非凡的体验。德芙品牌在市场上具有很高的品牌知名度, 市场占有率为35%, 知名度为80%, 具有良好的品质、口味、品牌形象。

二、市场环境分析( SWOT分析)

( 一) 市场需求分析

当前, 中国巧克力市场行业竞争程度较低、竞争产品较少、发展潜力巨大。 - 中国巧克力食品进口量呈上涨趋势, 中国进口巧克力15547134千克, 上升到17432027千克, 同比增长12.12%。出口量也在逐年增长, 出口巧克力18659013千克, 出口巧克力21348669千克, 比增长14.41%。拥有14亿人口的中国, 巧克力正以10-15%的年增长率迅猛发展, 市场消费潜力高达200亿元。中国人均年消费巧克力只要达到1千克, 就是全球最大的巧克力市场。