脑白金广告策划案.doc

脑白金广告策划案

IS广告策划公司
2009年12月29日

目录
1、前言·····························································
2、市场分析·······················································
（1）保健品中国市场品牌发展历程································
（2）现有市场竞争格局发展·······································
（3）消费者分析···················································
（4）市场发展趋势分析············································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、企业广告策划···················································
（1）广告目标······················································
（2）广告对象和市场···············································
（3）广告策划主题·················································
（4）广告创意设计·················································
7、广告媒介策略···················································
（1）公共关系策略················································
（2）广告效果预测················································
（3）评估·························································
（4）实施·························································
（5）策略·························································

前言

上海健特生物科技有限公司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，目前该产品进入保健品市场已经有13个年头。现正处于产品的发展-成熟期，面临着保健品市场激烈的竞争压力，固有消费者的部分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问题，本公司秉着认真严谨的态度，根据调查信息的反馈以及目前保健品市场的发展态势，借着新春佳节这一发展契机，特进行本次广告策划。

市场分析-保健品中国品牌发展历程
(一)保健品中国市场品牌发展历程
中国保健品市场的发展历史的二十年经历的四个阶段：
第一个阶段：（90年到98年）保健品新生进入。
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高峰期一年都在五亿以上的市场份额。但是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间轰然倒下，但是却开启了一个新的营销模式的开始，那就是过去以企业需求为导向的