橡果国际第三代背背佳上市推广策划方案

橡果国际第三代背背佳上市推广策划方案策划人：许望星时间：2013年11月21日前言背背佳科技发展有限公司秉承“启动心智，关爱未来”的经营理念，以“开发、生产、销售”青少年用品及提供相关服务、倡导与众不同的生活概念，以“从根本上提高生活质量”为经营宗旨，经数年技术改进、创新而研发升级“背背佳”矫姿产品。由于现在青少年生活学习中不注意自己的坐姿或者睡姿,导致许多人有驼背,高低肩,脊柱弯曲等等,现在的家长也越来越重视这些问题,也愿意花费一定的资金买一些产品帮助自己的小孩改正一些不良的坐姿站姿,让孩子有个好的身形。“背背佳”公司只在电视上做宣传，销售渠道问题严重，有待完善。因此有必要进行新品的上市推广，为此特做了此次策划。目录一、市场分析···································································································4（一）企业的宏观环境以及行业分析······························································4（二）消费者对产品偏好分析·······································································4（三）竞争产品分析···················································································4二、新品分析···································································································4（一）新产品的特点···················································································4（二）新产品核心利益点·············································································5三、新品SWOT分析························································································5（一）企业优势························································································5（二）企业劣势························································································5（三）市场机会·························································································5（四）市场威胁·························································································5四、产品定位···································································································6（一）消费群细分······················································································6（二）目标市场·························································································6（三）市场定位·························································································6五、推广目标···································································································6六、推广策略···································································································7（一）广告策略·························································································7（二）公关策略·························································································7（三）媒介选择·························································································7（四）促销活动·························································································7七、经费预算···································································································7八、效果评估···································································································8一、市场分析（一）企业的宏观环境以及行业分析1.最近几年来我过青少年因为平时不正确的坐姿引起视力，骨骼出现很多严重的问题，据有关统计我国超过20%的青少年或多或少存在这样的问题，可谓市场潜力非常巨大。2.整个行业竞争较为激烈，品牌众多，但是目前在国内矫姿产品市场上唯一能够与“背背佳”相抗衡的矫姿产品就是由广州丽健服饰有限公司开发的矫姿产品——“背丽健”。（二）消费者对产品偏好分析我们的消费者就是6-18岁的青少年。因为给孩子矫姿的最佳时期是6-18岁，这个年龄段青少年的骨骼钙化和肌肉力量都还处于发育过程，四个生理弯曲还没有完全定型，这时如果坚持每天给孩子穿2小时的背背佳，完全可以让孩子养成规范的坐、立、行姿势。大部分消费者喜欢透气性较好的产品，夏天以免太热。（三）竞争产品分析目前，在国内矫姿产品市场上，唯一可以与“背背佳”相抗衡的矫姿产品就是“背丽健”。背丽健开辟出以儿童商场、内衣渠道、书店销售为主的销售通路，使销售得到持续性提升。总而言之“背丽健”拥有良好的渠道，与别的产品差异化较强，竞争优势明显。二、新品分析（一）新产品的特点1．通过26颗钕磁按摩触点，模拟推拿、颤动、捶击、指压等九种中医按摩效果分频按摩眼部各重要穴位。2．交/直流电两用。3．九种按摩方式循环进行。4．具定时功能。5．使用2节7号电池供电方便随意走动即可（需要另外购买电源适配器）（二）新产品核心利益点矫正身姿，预防近视，抑制神经衰弱，治疗失眠三、新品SWOT分析（一）企业优势1.“背背佳”经过多年的沉淀和积累，已经奠定的其娇姿行业的霸主地位。2.“背背佳”在国内是知名的产品，电视广告、海报宣传非常到位。3“背背佳”有先入为主的情感优势。（二）企业劣势1.“背背佳”的电视购物是营销模式，难以适应迅速增长的市场容量。2.“背背佳”市场重广告终端，推广手法太局限。3.竞争对手实行渠道差异化，填补了“背背佳”在市场上销售渠道上的空缺。（三）市场机会1.“背背佳”大势依然存在、“背丽健”是同类产品但初出茅庐，不能动摇背背佳的霸主地位。2.在还未完善成形的销售渠道之前，背背佳依然处于霸主地位，说明企业的根基深厚，难以动摇。在完善销售渠道之后，必然能称霸矫姿市场。3.“背丽健”的出现能带增企业的危机感，带来更多新颖的观念。（四）市场威胁1.“背背佳”早日的成功，容易让企业骄傲自满。2.“背丽健”异军突入娇姿市场抢占先机、势如破竹，一举成名占的半壁江山，改写“背背佳”一统天下格局。3.企业没有充分了解市场。4.“背丽健”的营销组合模式也有“先入为主”的优势。四、产品定位（一）消费群细分根据消费者的年龄不同，把消费群细分为：1.幼儿市场：1-6岁（占全国人口总数的7%）2.青少年市场：6-24岁（占全国人口总数的26%）3.青年市场：24-35岁（占全国人口总数的28%）4.中年市场：35-60岁（占全国人口总数的29%）5.老年市场：60岁以上（占全国人口总数的10%）（二）目标市场由于使用者大多是青少年，购买者却是家长。因此根据消费者的年龄和该年龄段的消费能力、消费心理、消费习惯的不同，以及消费者的需求特征和产品的特征，选出产品的核心人群、第一目标人群、第二目标人群。（三）市场定位根据青少年消费者喜欢赶时髦、自制能力差、容易沉迷于一些他们感兴趣的事物的心里，中老年消费者注重商品的实用性、价格及外观的统一等方面的特征，对“背背佳”进行了个性化的市场定位：1.青少年间互相攀比的工具。2.赠送亲朋好友的高档礼物。3.中老年人保健的时尚工具。4.健康新时尚，潮流和身份的象征。五、推广目标(一)在保持有大量的广告宣传和电视购物的优势上，能让消费者能在现实市场上买到“背背佳”矫姿产品。(二)通过这次产品推广活动，巩固自身的市场地位。(三)在未来两个月之内，销售量有明显增长，并且除了稳定住青少年这个消费主体外，发掘出更多的消费人群。(四)方案实施期间将本产品及本企业知名度大大提高。(五)帮助提升产品整个市场的占有率，巩固背背佳在矫姿产品行业中的“龙头老大”的地位六、推广策略（一）广告策略1.广告语：a.背背佳引领行业潮流b．选择就是背背佳c．背背佳你我的选择，中国未来的选择2.广告主题：让青年挺直腰杆。让中国矗立世界（二）公关策略1.中国小学生大联欢2.中国中学生文章大比武（三）媒介选择1.中央少儿频道2.湖南卫视天天向上栏目3.中国健康网（四）促销活动1.五四青年节促销活动（主要针对12岁以上的人群）2.六一儿童节促销活动（针对12岁以下的人群）七、经费预算项目数量费用广告设计费用1次200000广告投放费用两周800000公关活动费用2次500000促销活动活用2次300000总计1800000八、效果评估（一）及时了解和收集客户反映、对手反应、方案实施的差异等重要信息。（二）分析方案实施情况与方案计划发生重大偏差的性质和原因。（三）对于重大平偏差采取调整措施。（四）加强各分公司之间的组合行销活动协调、信息交流和经验共存。