产品策划书提纲

●市场概况

●市场的构成

●市场构成的特性

三、产品分析策划

●产品构思及筛选

●产品概念设计

●消费者分析

●产品特性分析

●产品的品牌形象分析

●产品组合和包装策略

四、销售方案策划

广告创意策略（广告语、广告主题设计）

推广策略

活动宣传活动安排

其他促销活动

媒介选择

五、市场评估

●数据分析

六、财务预算分析

●价格策略

●成本及利润空间

Model运用（百度百科有详细说明）

●SWOT分析模型（优势，劣势，机会，威胁）

●宏观环境分析（PESTEL分析模型）

●竞争环境分析（Porter’s five forces分析模型）

●营销分析（Ansoff Matrix分析模型）

●Value chain analysis

Finally，如果学员有其它实用的模型可一起补充，集思广益，为大家做出少少的贡献。同时，也感谢前辈们提供的资料和想法。

高级版(strategic analysis)

Structure

1. Contents

2. Executive Summary

•An overview of the whole strategic review contained within the report.

- Abstract (bullet point style)

Key Findings

Recommendations discussed

Strategic Review

3. Introduction

- Description of Company: key trends, market share/position, profits, etc. No history/background

4. A strategic analysis of the organisation

•Environmental Analysis

- Use subsections with headings

PESTEL

Porter’s 5 Forces (use textboxes, take a whole page)

Strategic Group Analysis

Industry Life Cycle

•Resources and Competencies Analysis

Value Chain Analysis

VRIN to show appreciation of competitive advantage

Functional Analysis

SWOT or TOWS matrix and/or ansoff’s matrix to generate strategic

options

高级版2（广告定位）

（注，此模板只适合，产品是需要大量做广告的情况下而使用）

The Communications Brief

Background: Usually covers the business and marketing context and why the task is important.

Marketing and Sales Objectives: These should be “SMART”.

Brand: This might include brand identity, brand vision, brand status, brand values, brand personality.

Previous learning: This section should consider what has been implemented and achieved in the past.

MAIN COMMUNICATION BRIEF

Issue/problem: A new product use new technology and design, which are a Braun-Engineered Power Trimmer with three slim combs that maneuvre effortlessly through hair, trimming evenly at three custom lengths, for helping male to achieve incredible closeness and comfort.

Communication objectives: we want to change consumer’s attitudes for using power trimmer, which is water-light and totally safe to use in wet environment, and increase awareness of man skin and motivated to ensure he has well taken care of it. Moreover, we want to encourage customers to start using it to design their look.

Target audience: targeted at GenX and GenY, not baby Boomers.

Consumer insights: While male may not be a metro-sexual or a retro-sexual, today’s man is becoming more aware of his skin a nd motivated to ensure he’s well taken care of.

Brand imperatives: What are the important features? What is the point of competitive advantage? What is the brand’s position relative to the competition? What is the brand’s personality and/or image?

K ey message/proposition: It’s a tidy and speedy proposition. It is convenience for male to take a good care with their look by using new waterproof electric shaver.

Support: What is the reason to believe the proposition?

Creative direction: How can we stimulate the desired response? (Message Strategy)

Media imperative: Where, when and how should we convey the message? (Media Strategy)

Timings/key dates: May include project timelines as well as timing for response.

Response mechanisms: Contact details may be required.