统一冰红茶广告策划书

统一冰红茶 广告策划书

200708133054 邹紫曲 200708133073 于尚男 200708133095 李 茜 统一冰红茶广告策划书

1 前言： 主要通过了解现在统一冰红茶的市场现状，分析茶饮料的发展趋势，了解竞争对手的营销和广告策略，确定现阶段统一冰红茶应采取的营销和广告策略，使统一冰红茶在激烈的市场竞争环境中迈向新的起点。 统一冰红茶广告策划书

2 目录：

一、市场分析 ····················································4 （一）市场发展及现状··············································4 （二）现有市场竞争状况分析········································5 （三）消费者分析··················································5 （四）市场发展趋势分析············································5 （五）发展环境分析················································6 二、产品分析······················································6 （一）“统一冰红茶”功能特点分析···································6 （二）竞争对手的功能、特点分析····································7 三、销售与广告分析················································8 （一）“统一冰红茶”销售与广告现状·································8 （二）竞争对手的销售与广告策略····································9 四、企业营销战略策划··············································10 （一）“统一冰红茶”市场营销目标···································10 （二）“统一冰红茶”市场战略·······································10 五、“统一冰红茶”广告策略·········································11 （一）形象的问题点和优势··········································11 （二）广告目标····················································11 （三）广告策划主题：年轻无极限····································12 （四）广告创意设计················································13 统一冰红茶广告策划书 3 六、媒介策略······················································14 （一）对象媒体接收习惯············································14 （二）媒体组合策略················································14 （三）媒体选择策略················································14 （四）媒体广告预算················································14 七、公关营销策略··················································15 （一）目的························································15 （二）对象行为分析················································15 （三）活动策划····················································15 八、整体广告策划预算··············································18 九、广告效果预测、评估············································18 （一）事前评估····················································18 （二）售中评估····················································18 （三）后期评估····················································18 十、实施策略······················································19 （一）导入时机····················································19 （二）实施步骤····················································19 （三）实施项目管理方案············································19 （四）部门实施具体计划············································19 深度访谈·························································· 20 统一冰红茶广告策划书

4 一、市场分析

（一）市场发展及现状 国内茶饮料市场大致是从90年代初期开始发展的，到目前为止，茶饮料市场在我国的发展已经经历了三个阶段 第一阶段，以碳酸茶饮料为代表，它与可乐、雪碧相似，只是添加了一些茶成分，这一阶段的茶饮料并未体现出真正的茶风味 第二阶段，茶饮料开始向热灌装方向发展，以柠檬风味的冰红茶、蜂蜜绿茶、茉莉绿茶为代表，这一时期，行业内虽有领军人物出现，但整个市场还是比较混乱的，存在很多中小企业，每个地区都有地域性品牌，自2000年正式颁布《茶饮料行业标准》至2003年，行业出现整合，很多中小企业现都已陆续被淘汰出市场 目前在这个市场上生存的主要是一些大型饮料企业，茶饮料产品的竞争逐渐进入品牌竞争，在企业都有品牌的情况下，我们预计茶饮料的竞争将上升到第三阶段，也就是产品品质的竞争 中国的茶饮料最早出现在1995年。首先是旭日升用冰茶打开了中国巨大的茶饮料市场，随后红茶及绿茶的推出使茶饮料的市场逐渐成熟起来。 AC尼尔森的一项调查表明，最近几年中国茶饮料市场发展速度超过300%，茶饮料已经成为仅次于碳酸饮料的第三大饮品，涨势迅猛。 统一冰红茶广告策划书 5 （二）现有市场竞争状况分析 康师傅仍然占有最大的茶饮料市场，其次是统一，他们占有的市场达到了中国整个市场的一半以上； 同时，可口可乐联合雀巢推出茶饮料抢占市场，百事可乐也不甘落后； 进入茶饮料市场的还包括乐百氏的脉动动动茶，农夫山泉公司的新产品农夫茶，以及娃哈哈的一系列茶饮料。

（三）消费者分析  茶饮料70%的市场都是来自年轻消费群  他们都是一群崇尚自我的年轻的强有力的购买群  他们都乐于接受新鲜事物  他们选择产品时既背叛品牌，又间接的受品牌的影响

（四）市场发展趋势分析  茶饮料的品种将会更多样化  茶饮料市场的细分将会更具体，新的茶饮料市场也将随着它的发展而出现  回归自然将会是一种未来潮流，同时茶饮料将在中国的传统文化中，找到更多促进它发展的动力  茶饮料的概念逐渐明晰，茶含量的提高将是未来茶饮料的卖点；  由于竞争激烈，茶饮料的市场价格不断被拉低 统一冰红茶广告策划书 6 （五）发展环境分析 茶饮料的标签应标明产品名称、产品类型、净含量、配料表、制造者（或经销者）的名称和地址、产品标准号、生产日期、保质期。茶汤饮料应标明“无糖”或“低糖”；花茶应标明茶坯类型；淡茶型应标明“淡茶型”；果汁茶饮料应标明果汁含量；奶味茶饮料应标明蛋白质含量。有关部门要求在茶饮料的显著部位注明饮料这一特征，因为茶饮料并非茶，他只是从茶中萃取了一些元素；并且要求希望茶饮料中的茶的含量。

二、产品分析 （一）“统一冰红茶”功能特点分析 随着生活水平的提高，人们对于饮料的需求不在仅仅停留在可乐、雪碧、纯净水的需求水平上，越来越多的人更倾向于消费自然、健康的饮料。就在这种背景下，饮料制造企业推出了大量标榜自然、健康的饮品其中就包括了茶饮料。茶水中的茶氨酸可加强人体的免疫能力、抵抗细菌、病菌和真菌的入侵；茶叶中的炎黄酮可以降低心脏病和癌症的危险，可以帮助骨质疏松患者，还可减轻过敏病症状。EGCG是茶中多酚类化合物的主要活性成分，它通过影响蛋白质降解、DNA复制与修复、细胞周期和信号传导通路等过程，诱导白血病细胞“自杀”，即茶具有抑癌作用。茶叶所含氟化物是牙本质中不可缺少的重