第1页/共79页宝洁佳洁士品牌营销推广优化方案———FITCLUB团队第2页/共79页目录第1章前言.......................................................81.1关于宝洁...................................................81.2关于佳洁士.................................................81.3关于牙膏市场...............................................91.4营销思路..................................................10第2章市场分析................................................一三2.1市场营销环境............................................一三2.1.1一般环境分析...........................................一三2.1.2产业环境分析：.........................................一五2.2消费者市场................................................162.2.1目标消费者分析...........................................162.2.2消费者行为分析...........................................162.3佳洁士产品分析............................................212.3.1佳洁士概况和发展历程.....................................212.3.2佳洁士产品系列简介.......................................212.4竞争对手产品分析..........................................222.4.1中华牙膏.................................................222.4.2高露洁产品系列...........................................232.5机会威胁与问题分析........................................242.5.1机会.....................................................242.5.2威胁.....................................................25第3章市场选择..................................................283.1市场细分..................................................283.2目标市场选择..............................................303.3市场定位..................................................303.4营销目标..................................................33第4章市场营销组合..............................................364.1产品策略..................................................364.1.1产品系列.................................................36第3页/共79页4.1.2产品价值优化策略.........................................404.2价格策略..................................................424.2.1定价目标.................................................424.2.2品牌定位.................................................424.2.3市场需求状况.............................................424.2.4竞争者价格...............................................424.2.5定价导向................................................434.2.6定价策略................................................434.3渠道策略..................................................444.3.1终端点优化策略...........................................444.3.2新渠道的开拓.............................................464.3.3其他辅助渠道.............................................46第5章营销创意..................................................495.1营销主题与广告投放........................................495.1.1营销主题：“魅力笑容，绽放梦想”.........................495.1.2广告投放.................................................505.1.3佳洁士广告策略优化.......................................555.2线下活动策划..............................................615.2.1促销策略.................................................615.2.2健康宣传.................................................655.3线上活动策划..............................................665.3.1活动概述.................................................
