脑白金广告策划案.docx

脑白金广告筹划案IS广告筹划公司2009年12月29日名目1、前言·····························································2、市场分析·······················································〔1〕保健品中国市场品牌开展历程································〔2〕现有市场竞争格局开展·······································〔3〕消费者分析···················································〔4〕市场开展趋势分析············································3、产品分析························································〔1〕自身产品特点·················································〔2〕对手产品特点·················································4、销售与广告分析················································5、企业营销战略···················································〔1〕企业目标······················································〔2〕市场策略······················································6、企业广告筹划···················································〔1〕广告目标······················································〔2〕广告对象和市场···············································〔3〕广告筹划主题·················································〔4〕广告创意设计·················································7、广告媒介策略···················································〔1〕公共关系策略················································〔2〕广告效果推测················································〔3〕评估·························································〔4〕实施·························································〔5〕策略·························································前言上海健特生物科技是一家从事保健食品、化学合成药品和生物工程制品的研发、生产和营销的民营高科技企业，于1999年7月在上海徐汇区注册成立，拥有200多个家办事处和一家通过国家药品GMP认证的药厂。脑白金于1997年上市，1999年被健特收购，目前该产品进进保健品市场差不多有13个年头。现正处于产品的开展-成熟期，面临着保健品市场剧烈的竞争压力，固有消费者的局部流失以及潜在消费者的认知度较低。为解决脑白金当前所面临的咨询题，本公司秉着认真严谨的态度，依据调查信息的反响以及目前保健品市场的开展态势，借着新春佳节这一开展契机，特进行本次广告筹划。市场分析-保健品中国品牌开展历程(一)保健品中国市场品牌开展历程中国保健品市场的开展历史的二十年经历的四个时期：第一个时期：〔90年到98年〕保健品新生进进。当时的代表产品有太阳神口服液、振华八五一、长寿长乐补酒、红桃K等等。到了96年的三株口服液到了顶峰，年销售80亿元，上述的任何一般产品顶峰期一年都在五亿以上的市场份额。然而随着三株常德事件的爆发，曾经的保健市场的巨人几个月时刻轰然倒下，然而却开启了一个新的营销模式的开始，那确实是根基过往以企业需求为导向的销售方向改向了以研究消费者心理需求为导向的营销模式，倡导沟通和满足，因此当时的奉献是营销模式的奉献。第二个时期：〔