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第1页共32页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共32页健力宝饮料广告策划案第2页共32页第1页共32页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共32页小组成员：贺戬20100800273侯嘉成20090800167翁奕森20100800322叶治锋20100800009健力宝饮料广告策划案目录第一部分市场分析·········································一、健力宝企业情况以及市场情况·····························二、SWOT分析·············································三、产品分析················································四、消费者行为分析··········································五、竞争者分析·············································第二部分营销策略与广告策略································一、营销策略················································二、广告策略················································第三部分广告实施··········································一、广告对象················································二、广告地区················································三、广告时间················································四、广告目标················································五、广告主题分类············································六、媒体组合················································七、广告活动具体实施计划····································第四部分广告创意··········································一、指导原则················································二、创意方案················································第五部分媒介计划··········································一、媒体组合思路············································第3页共32页第2页共32页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第3页共32页二、媒体排期计划············································第六部分广告预算··········································第七部分广告效果预测······································第一部分市场分析一、健力宝企业及相应市场情况1、企业情况曾经一度从北京、广州等一线城市消失的健力宝于重新回到了大型超市的货架上，在超市内看到，不少看到健力宝陈列的消费者感到惊讶，而其中的绝大部分人都选择了购买。而且发现其包装和之前传统的健力宝已经有些变化，显得更加现代和时尚，而熟悉的健力宝LOGO依然保留。这是健力宝2011全国攻势的开始。健力宝3月24日启动“爱动起来”全国公益活动...