益力多—营销策划书

益力多—营销策划书文档编制序号：[KK8UY-LL9IO69-TTO6M3-MTOL89-FTT688]益力多—营销策划书学校：XXXXXXXXXXX姓名：xxxxxxxxxxxxxx＿专业：＿市场营销＿＿年级：＿＿＿2009级＿＿＿指导老师：＿＿＿xxxxxx＿＿＿答辩日期：＿＿2011年11月＿＿成绩：＿＿＿xxx＿＿＿＿＿摘要益力多---酵毋奶，活性乳酸菌饮品，是由一名日本藉内科医生兼研究员--故代田稔博士(1899-1982)在曰本KYOTO大学研究而成。在1930年的曰本，正藉当时社会经济甚差，而生活水平，卫生环境下降，引致人民营养失调，於是一些疾病如霍乱及痢疾便漫延起来。在当时社会关注防止病菌漫延下，引致田稔博士专责研究和调查那一种细菌的品种能通过对人体内部或肠胃的抗酸性测试或有益人体。在1930年起五年内，共测试了300多种细菌，而最后发现了一种乳酸菌能有效地抵抗人体的胃酸及胆汁，并命名为SHIROTA…….1935年他更开始生产YAKULT—益力多、酵母奶饮品，而益力多就在这种医疗研究下，产生出来的饮品，而益力多更在1938年正式把商标注册。【关键词】益力多乳酸菌品牌策划AbstractYAKULT-withoutleavenmilk,activelactobacillusdrink,isfromaJapanesebyaphysicianandresearcher-sogenerationfielddrhaving(18991982)theKYOTOuniversityinJapanandinto.In1930yearsoftheJapanese,throughthesocialeconomyatthattimeisverypoor,butlifelevel,healthsurroundings,causepeople'smalnutrition,sosomediseasessuchascholeraanddysenteryandspreadup.Atthattimetopreventgermsspreadsocialconcern,havingsufferedfieldresearchandinvestigationthatdrdedicatedabacterialbreedcanthroughtheinsidehumanbodyorintestinesandstomachacidtestorbeneficialresistanceofthehumanbody.Inthe1930yearsupwithinfiveyears,weretested300varietybacteria,andfinallyfoundakindoflacticacidbacteriacaneffectivelyresisthumanstomachacidandbile,nameforSHIROTA.......In1935,hebegantoproducemoreYAKULT,yeastmilkdrinks,andmorethanitisinthis(medicalresearch,createdoutofdrinks,andmorethanin1938(inmoreformaltrademarkregistration.Keywords:YakultlactobacillusBrandplanning目录一、前言···························································5二、益力多的简介···················································5三、营销外部环境分析················································63.1经济··························································63.2社会因素······················································6四、营销内部环境分析·················································64.1国际销售量高，知名度高·········································64.2包装独特······················································74.3销售渠道新颖··················································7五、益力多与竞争品牌的对比分析·······································75.1乳品市场分析··················································75.2各竞争品牌产品的优缺点比较分析································85.3益力多的SWOT分析·············································8六、营销战略·······················································96.1营销宗旨·······················································96.2营销目标·······················································9七、STP分析························································107.1目标市场细分及选择···········································107.2市场定位·····················································10八、营销组合策略····················································108.1产品策略······················································108.2价格策略······················································118.3渠道策略······················································118.4促销策略······················································128.5公共关系······················································12九、财务预算························································13十、结论····························································14附录一、致谢························································15附录二、参考文献····················································16益力多—品牌策划一、前言“益力多”是一种以干酪乳杆菌代田株为主要成分的乳酸菌饮品,而它其中的益生菌是以活菌形式提供补充，通过促进肠道微生物的平衡对宿主产生有益的影响。益生菌可以帮助我们消灭有害菌，清除肠内腐败物质，维持肠道内菌群生态平衡。简言之，益生菌就是能活着到达肠内对人体有益的微生物。研究表明，作为益生菌的益力多菌由于能够通过胃液、胆汁等消化液生存下来，是优质的特选乳酸菌，因此更成为益生菌里的“优等生”。益力多菌有四大作用：增强肠脏的运动令排泄得以改善，防止有害菌在肠内繁殖，抑制有害物质成长和防止肠内腐败，维持免疫力和增强身体抵抗力。益力多菌起源于1930年，由益力多创始人、微生物学者代田稔博士，在研究有益的乳酸菌时，成功将乳酸菌从健康人体肠道中分离出来，并通过科学的强化技术和先进的生物科技对其进行累代培养而成。这就是被称为益力多菌的乳酸杆菌代田株。在此基础上，代田博士和他的工作团队研制出了人们能够轻松饮用并可守护肠道的活性乳酸菌饮料——“益力多”。每天饮用100ml益力多，却能摄取100亿个以上的益力多菌。强大的有益菌群能够抑制肠内有害菌，也抑制了有害菌产生的有害物质。今天，以益力多为代表的益生菌饮料已成为日本、欧洲民众不可或缺的健康佳饮。二、益力多的简介众所周知,活性乳酸菌饮品因为含有活性乳酸菌而对人体的肠胃有极好的保护作用.但是,并不是所有的乳酸菌都可以护肠,大部分乳酸菌从口腔进入消化道后,就会遇到胃液,胆汁,肠壁分泌物等强酸阻击,耐酸性不强的乳酸菌就会被胃酸杀死,从而无法存活.专家说:只有益生菌才能抵抗体内的强酸,活着到达场内,增殖改善场内菌群,真正起到护肠作用.其中益利多更是以活菌形式提供补充,通过促进改善倡导微生物的平衡.它同时还能抑制场内异常发酵,从而起到预防肠内老化的作用.此外,每天坚持饮用含此类益生菌的食品还能预防膀胱癌,大肠癌,糖尿病,高血压和动脉硬化.而且“益力多”不只是小孩子喝的饮料,适合各不同年龄层的人群饮用。三、营销外部环境分析3.1经济消费者价格敏感度降低：随着消费者的生活水平提高，消费观念和消费目的不再是单一的，而趋向于多元化，根据调查显示，58.64%的用户选用乳酸饮品时更注重它的营养价值，这对提高用户的忠诚度非常有帮助，这部分用户有极大的可能成为经常性饮用酸奶的人，31.8%的用户注重乳酸饮品的口味，而只有极少部分人注重的是价格和品牌代言。3.2社会因素（1）从市场环境来看，三鹿事件的影响仍在持续。公众对中国乳业的质疑不是产品层面，而是道德、信誉层面。在这样的前提下，国外品牌具有乘虚而入的难得时机；（2）在此次乳业风波中，酸奶由于技术上的特殊性反而保留了原有口碑。（3）益力多相对垄断的技术独有性。在市场较长期内难以产生实力替代品的情况下，充分利用稍纵即逝的中国乳业大环境，正是合适的产品出现在合适的时间。四、营销内部环境分析4.1国际销售量高，知名度高“益力多”在台湾的销售量，1983年夏天就已经突破100万瓶，而在日本，它的日销售量则高达1400万瓶。这项产品的广受欢迎，历经不衰，当然有多方面原因。4.2包装独特口味能迎合大家的喜爱自不待言，而其容量小，每瓶不超过100cc，让饮用者喝完之后意犹未尽，而想再喝之感，也是行销看好的重要因素。“小东西，赚大钱”，益力多的瓶罐几乎可以说是所有饮料中容量最少的，但却是销售量最大的。4.3销售渠道新颖“益力多”的销售渠道，也很有特色，除一般的饮料店和摊点外，主要的渠道是通过它独立开发训练的“益力多妈妈”、“益力多爸爸”，亲自将产品送到顾客手中，它还开设了健康到家“家庭配送计划。现在，只要一个电话，拥有健康知识的益力多小姐就会将新鲜健康的益力多送到您的手中。这样，不仅让饮用者放心，对其新鲜卫生有信赖感，同时更有一分亲切感。五、益力多与竞争品牌的对比分析5.1乳品市场分析牛奶乳酸（菌）饮品5.2各竞争品牌产品的优缺点比较分析产品介绍优势劣势消费特性蒙牛冠益乳冠益乳酸牛奶系列产品是蒙牛公司自主研发的一款有着高活性益生菌、特别添加益生元、采用环保包装的多角度创新产品。品牌知名度和认可度高，是中国内地乳产品行业的龙头企业蒙牛的高端产品发展速度滞缓,例如特伦苏,真果粒之后的产品衔接度比较差.消费群体覆盖面广，从小孩到老人均适用伊利优酸乳该产品的最大特色在于，将鲜