统一冰红茶广告的策划与文案撰写

长沙职业技术学院广告策划课程项目统一冰红茶广告的策划与文案撰写•策划小组成员名单：•张文雅杨磊•项目分工、项目负责人、客户及问卷撰写、问卷分析及调查报告撰写、创意策略及创意执行、策划报告撰写、策划报告检查：张文雅杨磊•前言：•主要通过了解现在统一冰红茶的市场现状，分析茶饮料的发展趋势，了解竞争对手的营销和广告策略，确定现阶段统一冰红茶应采取的营销和广告策略，使统一冰红茶在激烈的市场竞争环境中迈向新的起点。•一、市场分析····················································3•（一）市场发展及现状··············································3•（二）现有市场竞争状况分析········································4•（三）消费者分析··················································4•（四）市场发展趋势分析············································4•（五）发展环境分析················································5•二、产品分析······················································5•（一）“统一冰红茶”功能特点分析···································5•（二）竞争对手的功能、特点分析····································6•三、销售与广告分析················································7•（一）“统一冰红茶”销售与广告现状·································7•（二）竞争对手的销售与广告策略····································8•四、企业营销战略策划··············································9•（一）“统一冰红茶”市场营销目标···································9•（二）“统一冰红茶”市场战略·······································9•五、“统一冰红茶”广告策略·········································10•（一）形象的问题点和优势··········································10•（二）广告目标····················································10•（三）广告策划主题：年轻无极限····································11•（四）广告创意设计························•五、“统一冰红茶”广告策略·········································10•（一）形象的问题点和优势··········································10•（二）广告目标····················································10•（三）广告策划主题：年轻无极限····································11•（四）广告创意设计················································12•六、媒介策略······················································13•（一）对象媒体接收习惯············································13•（二）媒体组合策略················································13•（三）媒体选择策略················································13•（四）媒体广告预算················································13•七、公关营销策略··················································14•（一）目的························································14•（二）对象行为分析················································14•（三）活动策划··················································14-17•八、整体广告策划预算··············································17•九、广告效果预测、评估············································17•（一）事前评估····················································17•（二）售中评估····················································17•（三）后期评估····················································17•十、实施策略······················································18•（一）导入时机····················································18•（二）实施步骤····················································18•（三）实施项目管理方案············································18•（四）部门实施具体计划············································18•深度访谈··························································19•（一）市场发展及现状•国内茶饮料市场大致是从90年代初期开始发展的，到目前为止，茶饮料市场在我国的发展已经经历了三个阶段•第一阶段，以碳酸茶饮料为代表，它与可乐、雪碧相似，只是添加了一些茶成分，这一阶段的茶饮料并未体现出真正的茶风味•第二阶段，茶饮料开始向热灌装方向发展，以柠檬风味的冰红茶、蜂蜜绿茶、茉莉绿茶为代表，这一时期，行业内虽有领军人物出现，但整个市场还是比较混乱的，存在很多中小企业，每个地区都有地域性品牌，自2000年正式颁布《茶饮料行业标准》至2003年，行业出现整合，很多中小企业现都已陆续被淘汰出市场•目前在这个市场上生存的主要是一些大型饮料企业，茶饮料产品的竞争逐渐进入品牌竞争，在企业都有品牌的情况下，我们预计茶饮料的竞争将上升到第三阶段，也就是产品品质的竞争•中国的茶饮料最早出现在1995年。首先是旭日升用冰茶打开了中国巨大的茶饮料市场，随后红茶及绿茶的推出使茶饮料的市场逐渐成熟起来。•AC尼尔森的一项调查表明，最近几年中国茶饮料市场发展速度超过300%，茶饮料已经成为仅次于碳酸饮料的第三大饮品，涨势迅猛。•（二）现有市场竞争状况分析•康师傅仍然占有最大的茶饮料市场，其次是统一，他们占有的市场达到了中国整个市场的一半以上；•同时，可口可乐联合雀巢推出茶饮料抢占市场，百事可乐也不甘落后；•进入茶饮料市场的还包括乐百氏的脉动动动茶，农夫山泉公司的新产品农夫茶，以及娃哈哈的一系列茶饮料。•（三）消费者分析•茶饮料70%的市场都是来自年轻消费群•他们都是一群崇尚自我的年轻的强有力的购买群•他们都乐于接受新鲜事物•他们选择产品时既背叛品牌，又间接的受品牌的影响•（四）市场发展趋势分析•茶饮料的品种将会更多样化•茶饮料市场的细分将会更具体，新的茶饮料市场也将随着它的发展而出现•回归自然将会是一种未来潮流，同时茶饮料将在中国的传统文化中，找到更多促进它发展的动力•茶饮料的概念逐渐明晰，茶含量的提高将是未来茶饮料的卖点；•由于竞争激烈，茶饮料的市场价格不断被拉低•（五）发展环境分析•茶饮料的标签应标明产品名称、产品类型、净含量、配料表、制造者（或经销者）的名称和地址、产品标准号、生产日期、保质期。茶汤饮料应标明“无糖”或“低糖”；花茶应标明茶坯类型；淡茶型应标明“淡茶型”；果汁茶饮料应标明果汁含量；奶味茶饮料应标明蛋白质含量。有关部门要求在茶饮料的显著部位注明饮料这一特征，因为茶饮料并非茶，他只是从茶中萃取了一些元素；并且要求希望茶饮料中的茶的含量。•二、产品分析•（一）“统一冰红茶”功能特点分析•随着生活水平的提高，人们对于饮料的需求不在仅仅停留在可乐、雪碧、纯净水的需求水平上，越来越多的人更倾向于消费自然、健康的饮料。就在这种背景下，饮料制造企业推出了大量标榜自然、健康的饮品其中就包括了茶饮料。茶水中的茶氨酸可加强人体的免疫能力、抵抗细菌、病菌和真菌的入侵；茶叶中的炎黄酮可以降低心脏病和癌症的危险，可以帮助骨质疏松患者，还可减轻过敏病症状。EGCG是茶中多酚类化合物的主要活性成分，它通过影响蛋白质降解、DNA复制与修复、细胞周期和信号传导通路等过程，诱导白血病细胞“自杀”，即茶具有抑癌作用。茶叶所含氟化物是牙本质中不可缺少的重要物质。如能不断地有少量氟浸入牙组织，便能增强牙齿的坚韧性和抗酸能力，防止龋齿发生。据英国的一次调查表明，儿童经常饮茶龋齿可减少60%。饮茶能抑制细胞老化，使人延年益寿。茶叶的抗老化作用是维生素E的18倍以上。饮茶可保护人的造血功能。茶叶中含防辐射物质，边看电视边喝茶能减少电视辐射的危害，并能保护视力。中国的茶主要分为六大类：红茶（全发酵）、绿茶（不发酵）、乌龙茶（半发酵）以及黑茶、白茶和花茶。由于中国茶文化的历史积淀，再加上茶叶的各种保健疗效及消暑解渴的功用，开瓶即饮的消费方式又符合现代生活方式的要求，茶饮料走红具有先天优势。•统一企业及时抓住茶饮料的发展时机，在大陆推出了统一茶饮料（包括是统一冰红茶、统一乌龙茶、统一绿茶）。统一茶饮料是统一企业在中国饮料市场开始取得竞争优势的代表性品牌,“统一冰红茶”作为统一茶饮料的主要代表95年6月首先在华东地区上市,。•统一冰红茶是柠檬味的红茶饮料，符合年轻人的口味。•统一茶饮料采用的包装主要有三种型号--1000ml、500ml的ＰＥＴ瓶装、375ml的易拉罐装及利乐包装。其中500ml及375ml包装的统一茶饮料在超市、杂货店最为常见。•（二）竞争对手的功能、特点分析•康师傅冰红茶，作为统一冰红茶的最大的竞争对手，在功能与特点上与之并无太大的区别。•三、销售与广告分析•（一）“统一冰红茶”销售与广告现状•1.统一冰红茶的知名度、美誉度与企业形象。•统一冰红茶是统一企业在中国饮料市场开始取得竞争优势的代表性品牌，95年6月首先在华东地区上市，从98年开始成为同品类中的领先品牌。统一冰红茶一贯坚持「年轻无极限」的品牌主张，从在全国高校中引起强烈回响的「统一冰红茶闪亮之星大学生歌手选拔赛」，以及演唱会和体育活动的赞助参与等都受到广大年轻人与社会的热烈欢迎。•2.统一冰红茶的市场销售现状•①市场份额•统一冰红茶的市场份额，紧跟康师傅冰红茶，占有第二大的全国市场，远超过其它的品牌。•②产品的质量与服务•统