冰淇淋營(yíng)銷戰(zhàn)略朝文版

1、 -“”(97) I. II. 1. 2. ? 3. III. ProductIV. V. PricingVI. VII. Promotion 1. 2. VIII. IX. I. . 20. . . . . . . 4. () 200 120 . . ? ?. . , 思料. :, .: . . , .II. Positioning, , . . . . 1. . (1) . 60%.: . 25. : . . . (2) . .: .: . . (3) . .: .: . . 2. ? . . ? . 15. < 1>5-20()21-27()28 780%15%5% 845%

2、45%10%. . <>5-20()21-27()281-2(/)97%99%100%2-5(/)30%80%93%5(/)5%65%85% 5-20 97% 1-2 2-5 30% 5 5%. 21 27, 28. 1-2 2 5 28 21 27. 28 5. . 28? 1 5 20 1 50%. 5 27. 3. . (1) . 25 25 10. . plain() ice cream: , , .fruit() ice cream: . , , , , , pine-apple, , nut() ice cream: . , , , , , . . . . (2) .

3、, 糖含量, . (3) . . (4) . . . . . : “.”: , , , , , : . . . 70%. . : . . : , “Home Alone”. , : . “”“”. , . , , . III. Product. 1. . (1) Plain : , , (2) Fruit : , , , , , pine-apple, , (3) Nut : , , , (4) Aufait (5) Fancy : special ice cream-cake (6) : , nut . (.) (7) : . . (1) : Drinking water, Fresh mi

4、lk, Granulated suger, cream, Stabilizer( 保形性), Favouring, Food coloring < 1> * 1 . < 2> * 2 .(2) . . , . , . , ., . . , 15%? . . . , . . . . 乳糖., . Fruit . , ( Gelatin). 保形性. , 葡萄糖醬. . 高糖 低糖 . 2.product line, , . (1) (Core product): Plain Fruit . (2) () , , , (包裝) . (3) (Extend product):

5、 Fancy Special . 3. Product spec , , , , , . (1) . . . . . . , nut . ? . . . . (2) . . 10 15 . 單 . . Family Package . 500g, 1kg . : . Family Package (party) . . . (3) . . . (4) - . IV. . , . . . . , , . 1. . (1) : Cone . (2) : . (3) : 伊利 , . (%) . 65% 35% 30% 20%35% 10% . 1 35 . . 薄利多賣 , . . 2. , .

6、(1) : 愛(ài)顧 . (2) : . . . (3) : , . V. Pricing , . , , , , . . , , , , , , , . , . 1. . . < > 0.11.05.0 3.51.018.0 << >> . (1) . 單味 : 2.0/ : 1.5/ : 0.5/5gFamily Package: 19.90/500g, 39/1kg (2) , . Fruit Plain , 高糖 低糖 . . Pricing Plain 35, Fruit 15 . (3) , , . promotion . 3 . . . ( )*

7、2. . . (1) . . (2) .VI. 1. . . . ? ? . . , ? (1) . 25% . (2) . . ( ) 1, , , ; 國(guó)貿(mào) ; 新地下商場(chǎng), ; D 3050 /. , 3, . . (3) . 1, 2, 3 . << >> 1 . 3 . 2, 3. . . (4) . 2. (1) 店鋪內(nèi): 250 50 50 150 . : - : , tank, , , , tank, , - : , , , TV, , , : , . . , . . . . , , . . . , , . - . - . . - . : . . . .

8、 (2) 店鋪外 . . . . , . . VII. Promotion Promotion() , , . . . . . 1.導(dǎo)入期前 (Pre- marketing) (1) : : 10, 10 : . . : 1) . 2) “ .” 3) . 1, 2 . 4) 20% . (2) : : 國(guó)貿(mào) , . : Mascott Piero . swjavh . 1: - . - . - . - 2: . . . <>FatSugarGelatinT-S8%12%5%0.5%45%2. , . . , , , . (1) 10% off . (2) . . 83.6% 91.6% . (3) (Brand , ) . (4) % off . . (5) . : : . (6) . Family Pa