凯莉美护肤品在广州上市推广策划方案.doc

凯莉美护肤品在广州上市推广策划方案策划人：美美学号：093275班级:市场营销5班策划时间：2013.5.221目录摘要一．品牌背景绍及简介................................................（一）品牌背景..................................................2（二）产品简介..................................................2二.策划任务及目标..................................................（一）策划主要任务.................................................3（二）策划思路和创新之处....................................3三．护肤品市场情况分析................................................（一）护肤品市场现状分析..........................................3（二）护肤品市场潜量分析...........................................4（三）护肤品消费者分析.............................................5四．护肤品市场竞争者分析..............................................五．凯莉美TOWS析..................................................6六．目标市场选择与定位..............................................（一）消费者定位................................................7（二）价格定位..................................................8七．推广策略之一：基本策略..........................................8（一）推广的时机...............................................8（）（二）推广的方式................................................9八．推广策略之二：广告策略.........................................10（一）广告目标.................................................10（二）广告对象.................................................10（三）广告主题.................................................10（四）广告媒介策略.............................................10九．推广策略三：促销策略...........................................10（一）促销产品范围.............................................10（二）促销的目标.................................................11（三）促销的活动.................................................12（四）促销的方法.................................................12十．推广策略四：产品策略...........................................12（一）产品的定位.................................................12（二）产品质量功能方案.........................................12（三）产品品牌.................................................12（四）产品的包装.................................................12（五）产品服务........................................