加多宝营销策划书

加 多 宝营 销 策 划 书 小组成员： 倪敏 25 号 李玉佩 15 号 刘文杰 20 号 彭咏博 26 号 目 录一、背景介绍：..........................................................3二、市场分析：......................................................3（一）国内竞争对手：................................................3（二）国外竞争对手：................................................3（三）消费者分析：..................................................3（四）SWOT 分析.....................................................4三、制定目标........................................................4（一）战略目标......................................................4（二）营销目标......................................................4（三）财务目标......................................................4（四）销售目标......................................................5四、营销策略........................................................5（一）推广加多宝品牌................................................6（二）留住老顾客....................................................6（三）阻击红罐王老吉................................................6（四）关键风险及控制................................................6五、产品策略........................................................6（一）加多宝产品市场状态............................................7（二）重新定位，开创新品类..........................................7六、价格策略........................................................8（一）成本导向定价法................................................9（二）竞争导向定价法................................................9 (三)顾客导向定价法................................................10（四）选定最终价格.................................................10（五）量导向性定价目标.............................................10（六）价格策划对加多宝企业的意义和作用：...........................11七、营销渠道策划...................................................11（一）开辟餐饮新渠...