糖果营销策划书

糖果市场定位策划

第五组：梁平丽、申宁宁、尤志霞、张莎、李娜、

郭严旭、刘红星、孙晓斌、白雪孟、赵锡银

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前言

糖果的全球年人均消费量为3公斤左右，而我国只有0.7公斤，因此我国糖果市场具有巨大的发展潜力。我国糖果企业有2000多家，其中年销售额500万元以上的企业有230家，可以说竞争相当激烈。

在糖果市场上，已形成诸如箭牌、德芙、华纳、吉百利、阿尔卑斯、徐福记、金帝、金丝猴、雅客、大白兔、喔喔、金冠等一批强势品牌，各品牌在各自的细分市场上都占有一定优势。目前，糖果生产企业正处于结构调整、产品更新、优胜劣汰、企业重组的阶段，竞争更多的是基于产品创新。

在这个策划中，我们将通过对市场环境、竞争对手、消费者以及自身的详尽分析，采取积极而又有效的营销战略，从而确保在市场中的竞争地位。

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目录

产品介绍····················································3 市场环境····················································3 消费者分析·······································4 消费者市场细分········································5 市场选择·······································7 竞争品牌市场调查分析·························7 竞争品牌特点分析································8 SWTO分析·······································8 产品策略·····································9 价格策略·······················································9 销售策略················································10 促销策略····································10

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新品介绍··········································10 策划流程·················································11 营销成本·····················································11 结束语························································11

产品介绍

根据目前糖果市场的分析，特推出具有创新意义的时尚型糖果，努力做到能够给消费者带来心理上的全新体验，以及来满足这个时代所赋予的追求健康与时尚需要的糖果——“味道”。

根据不同阶段的不同需要，我们将其划分为四个系列：儿童阶段—“Sweet”系列、青年阶段—“GreenApple”系列、中年阶段—“Coffee”系列、老年阶段—“回忆”系列 。

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