新产品包装设计任务书 模板

新产品包装设计任务书
Project Name/Number:
Starting Date:
开始日期
Ending Date:
结束日期
Person Responsible:
负责人
1 Communication Objective （此新产品设计的目标）
What is the brand planning to achieve in the marketplace, given our category definition and competitive positioning?
2 Brand Print（品牌的背景以及前期调研报告分析）
The Brand’s DNA – a vivid statement of the unique relationship that exists between the Customer and the Brand – how they feel about the Brand
3 Target Audience（消费者描述，洞察以及消费者调研报告）
Paint a realistic word-sketch of the type(s) of person you want to reach. Assume you are talking to a single person. Include relevant attitudes, habits, prejudices, likes and dislikes. How do they think and feel about the category?. About key competitors? About our Brand? Are there particular moments when their thoughts and feelings are strongest? Why are they not buying the brand at all, or as often as we would like? Purchase cycle? Seasonality?
4 Competitive Framework（竞争者分析）
Category size/growth, Direct and Indirect Competition – Background/Values, Pricing
5 Brand positioning:（品牌地位）
What is the single most important thing we want this creative work to convey?
The brand position is :
6 Brand Idea(与广告公司讨论的初步产品方向)
The big idea that will involve the customer and drive all specific executional ideas (each of which should take advantage of that discipline’s specific strengths?
7 Support
Why should they believe this?
8 Tactics（产品销售渠道）：
How will we reach the target? Which channels, planned user flow, etc.
9 Assignments（工作具体要求）：
（策略，命名，包装形式，产品包装设计，包装材质建议，传播语，海报，TVC 等）
10 Measurement（是否通过市场测试？）
How will this campaign get measured? Any planned results?
11 Timeline（项目时间表，分阶段时间表）
When is the on-air date? When is the creative material delivery deadline? An overall timetable?。