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伊利金领冠营销策划案

2017-09-02 22页 doc 60KB 24阅读

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伊利金领冠营销策划案伊利金领冠营销策划案 伊利金领冠婴幼儿奶粉 华北地区营销策划方案 伊利金领冠婴幼儿奶粉华北地区营销策划方案 近年来,伴随着我国乳品行业和婴幼儿食品行业的快速发展,婴幼儿配方奶粉市场发展迅速。我国高端婴幼儿奶粉市场销量保持两位数的增长速度,有望取代日本,成为仅次于美国的全球婴幼儿奶粉第二市场。同时,随着生活水平的提高,消费观念的改变以及政府关于改善居民营养水平等政策的出台,以及国内劣质奶粉相继出现的问题,我国婴幼儿奶粉的消费量迅速增加,妈妈们对奶粉的选择是慎之又慎。所以,婴幼儿奶粉产业已经进入了一个快速发展和日趋白热化竞...
伊利金领冠营销策划案
伊利金领冠营销策划案 伊利金领冠婴幼儿奶粉 华北地区营销策划 伊利金领冠婴幼儿奶粉华北地区营销策划方案 近年来,伴随着我国乳品行业和婴幼儿食品行业的快速发展,婴幼儿配方奶粉市场发展迅速。我国高端婴幼儿奶粉市场销量保持两位数的增长速度,有望取代日本,成为仅次于美国的全球婴幼儿奶粉第二市场。同时,随着生活水平的提高,消费观念的改变以及政府关于改善居民营养水平等政策的出台,以及国内劣质奶粉相继出现的问题,我国婴幼儿奶粉的消费量迅速增加,妈妈们对奶粉的选择是慎之又慎。所以,婴幼儿奶粉产业已经进入了一个快速发展和日趋白热化竞争的阶段。 一、企业与产品介绍 (一)公司概况 内蒙古伊利实业集团股份有限公司是以客户为导向,成为全球技术领先、专业、富有创造力及倡导健康生活理念并提供健康乳制品的营养品公司。秉承“坚持天然 关爱一生”的品牌理念,长期致力于婴幼儿及成人营养奶粉的研制。依托北纬45度全球公认的优质奶源基地,保证每一袋奶粉都源自伊利优质牛奶。作为唯一一家为北京奥运会提供乳制品的企业,伊利获得了前所未有的至高荣誉。伊利奶粉以其奥运的与冠军的品质,以彰显其产品本色,赢得了政府和广大消费者的信赖。在婴幼儿奶粉的研发道路上,伊利始终走在最前沿。从2004construction unit to ensure a quality installation, first to pre-installed pivot, measured the door blade and the arm connecting plate ... Butt weld, finally welded panels butt; leaves one or two types of welding in accordance with specifications for the weld appearance quality inspections and internal ultrasonic testing of welds. 8.2.4 gate gate leaf Assembly installation: spell the group mainly uses the 8 ton truck crane and 50 ton crawler crane installation. First sill after cleaning, advance introduction to buttress tank level detection. Lower door leaf lift locked on to buttress, gate water seal base plate vertical adjust the door leaf, reinforced after the lower part of the door leaf in place. Door leaves all the paragraphs after hoisting, retest the door leaf size and distort, after passing inspection before welding door leaf. Menyeshui installation: due to bearing slider in factory assembled, water sealed the site the main installation work. Temporary will water seal plate pressure in sealed article Shang, in level direction and vertical direction check water seal of straight degrees whether meet requirements, Hou with Mark pen from gate Panel of check water bolt hole within draw bolt hole in check water article Shang of location, in corresponding of mark Shang drill out sealed article of bolt hole, with bolt try dressed Hou, removed has joint of water seal, with strong hot rubber of way, will water seal firmly stick received in with, forming Hou with wheel machine gently processing rugged of surface, and check water seal round head surface uneven degrees, each across 0.5M measuring is, After passing on 年被确定为国家级企业技术中心,到2005年与内蒙古自治区科技厅联合组建国内第一家乳业研究机构—内蒙古乳业研究院;从2008年发布首个“中国母乳数据库”,到2009年“母婴营养研究中心”的成立,探索路上跨出的每一步,都满载着伊利人对中国宝宝的专业呵护。基于“中国母乳数据库”和中国母乳研究项目科研成果,伊利打造出了目前为止中国市场上唯一以中国母乳为标准而的婴幼儿奶粉—金领冠。 (二)产品介绍 在食品安全问题备受国内外高度关注的今天,伊利长期坚持的“质量为先”的理念得到了极大的回报。伊利实施的全过程、全方位、全员的“三全”质量管理体系,造就了伊利产品的冠军品质。独特的i-PROTECT保护系统有助于幼儿建立完善的免疫系统,并针对1-3岁幼儿的生理特点与营养需求,提供体格与智力健康发育所需的各种营养素: 1(以母乳黄金比例特别添加 α-乳清蛋白 与β-酪蛋白。 2(GOS/FOS复合益生元,促进肠道有益菌生长,促进营养吸收,提高免疫力。 3(BIDTM复合益生菌,促进肠道健康,激活免疫应答。 4(DHA、ARA和胆碱,有助于脑部发育,提高记忆力。 伊利金领冠幼儿配方奶粉,源自多年对中国母乳营养成分的科学研究,符合GB10767。以中国母乳为参照标准,特别添加α+β黄金蛋白,配合专业的喂养建议,提供全面充足营养,是专为1-3岁幼儿特别配制的优质营养配方奶粉。 二、市场环境分析 (一)宏观环境分析 1(经济环境分析 近20年来,中国奶粉行业发展较平稳,近几年发展速度更加缓慢。数据表明,2008年整个行业大约下滑10%,只有婴儿奶粉以3-4%的速度缓慢增长。2008-2013年婴幼儿配方奶粉复合增长率为22.67%,目前我国已成为仅次于美国的世界第二大婴幼儿配方奶粉市场。随着我国人民收入水平的提高和城市化进程的加快,特别是扩大内需政策的持续作用,我国高端婴幼儿奶粉的消费需求量在不断增加,有较大发展空间,婴幼儿奶粉行业发展前景广阔。 2(政策环境分析 政治法律因素发挥了推动作用。政府对行业的政策支持力度加大;政府制定construction unit to ensure a quality installation, first to pre-installed pivot, measured the door blade and the arm connecting plate ... Butt weld, finally welded panels butt; leaves one or two types of welding in accordance with specifications for the weld appearance quality inspections and internal ultrasonic testing of welds. 8.2.4 gate gate leaf Assembly installation: spell the group mainly uses the 8 ton truck crane and 50 ton crawler crane installation. First sill after cleaning, advance introduction to buttress tank level detection. Lower door leaf lift locked on to buttress, gate water seal base plate vertical adjust the door leaf, reinforced after the lower part of the door leaf in place. Door leaves all the paragraphs after hoisting, retest the door leaf size and distort, after passing inspection before welding door leaf. Menyeshui installation: due to bearing slider in factory assembled, water sealed the site the main installation work. Temporary will water seal plate pressure in sealed article Shang, in level direction and vertical direction check water seal of straight degrees whether meet requirements, Hou with Mark pen from gate Panel of check water bolt hole within draw bolt hole in check water article Shang of location, in corresponding of mark Shang drill out sealed article of bolt hole, with bolt try dressed Hou, removed has joint of water seal, with strong hot rubber of way, will water seal firmly stick received in with, forming Hou with wheel machine gently processing rugged of surface, and check water seal round head surface uneven degrees, each across 0.5M measuring is, After passing on 一系列政策法规对婴幼儿奶粉市场加以规范;政府部门加强对婴幼儿食品的监管力度。2008年11月7日,国务院转发了《奶业整顿和振兴规划纲要》,表示要对乳制品生产企业和奶农予以具体扶持,重振中国奶业。到2010年,中国已有5700万户城市家庭步入中产阶层,其中多数中国城市家庭处于4-6个成年人抚养一个孩子的阶段。中国成为高端婴幼儿奶粉市场的第一大市场。中国的婴幼儿奶粉市场有着巨大的发展空间,每年至少需要80万吨,产值在300亿元以上。 3(社会文化环境分析 受20世纪80年代至90年代我国第三次人口出生高峰的影响,未来十几年将是我国生育高峰期,庞大的婴幼儿消费群体孕育着我国婴幼儿食品的巨大市场空间。作为婴童食品第一民族品牌—伊利,凭借三大竞争优势必将迎来发展良机。 近年来,随着生活水平的提高,消费观念的改变以及政府关于改善居民营养水平等政策的出台,消费者更关注产品质量、品牌而非价格。未来随着居民收入的进一步提高,婴幼儿食品消费也将步入升级阶段。 中国有句古话:“再苦也不能苦了孩子”。在今天,随着人们生活水平不断提高,人们对产品质量的关注程度也越来越强,尤其对于婴幼儿食品来说。由于计划生育政策的执行,使得孩子成为家庭中的重中之重,父母、祖父母都围绕着一个孩子,对于处于这样一个地位的儿童来说,多花钱让孩子吃上高质量的、安全的、对健康有益的奶粉成为父母思想观念中的主导。而“不让自己的孩子输在起跑线上~”更成为父母的一个坚定信念。 (二) 微观环境分析 1(消费者方面 (1) 消费群体 核心人群:女性25-34岁女性,0.6-3岁的宝宝的妈妈,家庭收入3000元或以上;女性25-34岁女性,孕晚期女性,家庭收入3000元或以上。她们更加注重健康饮食且追求品牌,她们是新一代的时尚、年轻妈妈,具有新潮的思想及科学的理念。 潜在目标群:25-34岁育龄女性,家庭收入3000元或以上。她们追求高端品牌,消费观念比较开放,个性独立,追求新鲜事物,向往高品质的生活方式。 (2) 消费和使用习惯 选择奶粉看重的主要因素:增加全面营养提高健康状况的配方奶粉是目前父 construction unit to ensure a quality installation, first to pre-installed pivot, measured the door blade and the arm connectin第 3 页 共 9页 g plate ... Butt weld, finally welded panels butt; leaves one or two types of welding in accordance with specifications for the weld appearance quality inspections and internal ultrasonic testing of welds. 8.2.4 gate gate leaf Assembly installation: spell the group mainly uses the 8 ton truck crane and 50 ton crawler crane installation. First sill after cleaning, advance introduction to buttress tank level detection. Lower door leaf lift locked on to buttress, gate water seal base plate vertical adjust the door leaf, reinforced after the lower part of the door leaf in place. Door leaves all the paragraphs after hoisting, retest the door leaf size and distort, after passing inspection before welding door leaf. Menyeshui installation: due to bearing slider in factory assembled, water sealed the site the main installation work. Temporary will water seal plate pressure in sealed article Shang, in level direction and vertical direction check water seal of straight degrees whether meet requirements, Hou with Mark pen from gate Panel of check water bolt hole within draw bolt hole in check water article Shang of location, in corresponding of mark Shang drill out sealed article of bolt hole, with bolt try dressed Hou, removed has joint of water seal, with strong hot rubber of way, will water seal firmly stick received in with, forming Hou with wheel machine gently processing rugged of surface, and check water seal round head surface uneven degrees, each across 0.5M measuring is, After passing on 母最希望所具有的功用,占总体比率的30.38%;促进大脑发育24.84%;提高增强身体免疫力24.59%;补钙及多种矿物质、维生素的配方奶粉关注的人相对倒是比较少占21.19%。 营养与安全是消费者认为最重要的因素。营养方面,影响消费者购买的因素: 主要是希望奶粉能够含有多种必须的营养成分(如蛋白质、钙、微量元素等)和添加有益的营养成分(如DHA、AA等);安全方面,则是希望既能够符合国际标准、同时又没有不良反应。其中“配方更安全”、“成分与母乳相似”、“营养成分齐全”、“含DHA、AA”、“孩子喜欢吃、无不良反应”等是消费者认为比较重要的。相对的“购买方便”和“价格便宜”等因素的重要性评价较低。 品牌因素依然是用户选用奶粉的最主要的原因,国外品牌因为历史悠久,配方完善而在市场占有绝对多的用户支持。 (3)购买前对配方奶粉营养成分作用的了解程度 绝大多数对配方奶粉中的营养成分作用有一定了解。调查显示,大部份的家长还是对配方奶粉中的营养成份作用有一定程度的了解,自己查询奶粉信息的消费者达到35.1%,说明消费者在选购时更加理性,更加注重消费信息来源的全面性,为奶粉选购作了非常充分的准备。不过仍然有接近1成的用户只是听说过或完全不知道配方奶粉营养的作用,可能只是通过朋友介绍,自己试用等方式选购奶粉。 (4)消费者购买婴幼儿奶粉的主要渠道 在销售形式日益多元化的今天,婴儿配方奶粉也不例外,除了一般超市外,母婴专门店、网店、甚至港澳台、国外也同样成为家长们购买奶粉的渠道。调查显示,超市依然是家长购买婴儿奶粉最为主要的渠道,占61.22,,而越开越多的母婴专卖店也占有一定的比例,达30.13,,近年流行起来的网店也有6.78%的占有率,证明大家对网店方便快捷的方式正逐渐接受。 (5)消费者很少更换品牌 对于婴幼儿配方奶粉这个品类来说,消费者很少频繁更换品牌。相对而言,国外/合资品牌用更换品牌的数量更少,另外孩子年龄越大尝试过的品牌越多。 伊利秉承“坚持天然,关爱一生”的理念,倾注大量心血,把对消费者的每一份关爱都灌注到产品之中。父母都希望宝宝是各方面都能够得到较好的发展,这也是每一位伊利人不断提升产品品质的终极目标。贴近于母乳的伊利金领冠婴construction unit to ensure a quality installation, first to pre-installed pivot, measured the door blade and the arm connecting plate ... Butt weld, finally welded panels butt; leaves one or two types of welding in accordance with specifications for the weld appearance quality inspections and internal ultrasonic testing of welds. 8.2.4 gate gate leaf Assembly installation: spell the group mainly uses the 8 ton truck crane and 50 ton crawler crane installation. First sill after cleaning, advance introduction to buttress tank level detection. Lower door leaf lift locked on to buttress, gate water seal base plate vertical adjust the door leaf, reinforced after the lower part of the door leaf in place. Door leaves all the paragraphs after hoisting, retest the door leaf size and distort, after passing inspection before welding door leaf. Menyeshui installation: due to bearing slider in factory assembled, water sealed the site the main installation work. Temporary will water seal plate pressure in sealed article Shang, in level direction and vertical direction check water seal of straight degrees whether meet requirements, Hou with Mark pen from gate Panel of check water bolt hole within draw bolt hole in check water article Shang of location, in corresponding of mark Shang drill out sealed article of bolt hole, with bolt try dressed Hou, removed has joint of water seal, with strong hot rubber of way, will water seal firmly stick received in with, forming Hou with wheel machine gently processing rugged of surface, and check water seal round head surface uneven degrees, each across 0.5M measuring is, After passing on 幼儿奶粉在保证质量绝对安全的情况下更加呵护中国宝宝的健康成长。 2(供应商方面 伊利以婴幼儿为主体,涉及婴幼儿食品、用品开发、研发、销售等多个相关经营领域,是一家致力于婴幼儿行业的专业化公司,品牌价值超过60亿元,在婴幼儿奶粉行业处于领先地位,科研实力雄厚,市场探索力强,致力于婴幼儿奶粉的开发具有相当成熟的经验。 公司以“坚持天然,关爱一生”为品牌理念,建立育婴咨询中心,在全国传播生、养、教的基础知识,让家长了解婴幼儿各年龄段的特点、掌握教育引导婴幼儿的技巧,帮助婴幼儿健康成长;热心公益事业,凭借三大社会工程的成功实施,伊利在积极履行社会责任的同时实现了品牌价值的提升。目前,伊利已成为我国婴幼儿食品行业的顶尖品牌之一。 3(竞争对手方面 国内厂家参差不齐,名牌企业营养指标与国外产品不相上下,但差异体现在技术、质量、宣传、营销等各个方面。目前婴幼儿配方奶粉市场,外资品牌与本土品牌竞争激烈。多美滋、美赞臣、惠氏等外资品牌于上世纪90年代进入我国市场,经过多年的发展,凭借研发基础、悠久的历史、营销优势占据了较高的市场份额,并成为中高端市场的领导品牌。同时在消费者心目中树立了鲜明的品牌个性: (1)多美滋:国际专利益生元组合,增强婴儿自身抵抗力,延续母乳的保护。 (2)惠氏:富含α,乳清蛋白,更接近母乳,更易消化吸收,能量密度与母乳相似,满足婴儿快速生长。 (3)雅培:添加与母乳含量及种类相同的核苷酸,能增加婴儿免疫力。 (4)美赞臣:添加与母乳含量及种类相同的核苷酸,能增强婴儿免疫力。 贴近母乳的伊利金领冠是依据母乳营养的黄金标准,研发出有助提高婴幼儿自身抵抗力的i-PROTECT系统,能像母乳一样帮助宝宝增强免疫力,达到很好保护宝宝的目的。伊利金领冠婴幼儿奶粉凭借领先的技术、卓越的品质、创新的营销模式以及极具优势的渠道与专业的服务,已在中高端婴幼儿奶粉市场具备了较强的市场竞争能力。 三、SWOT分析 (一)机会 construction unit to ensure a quality installation, first to pre-installed pivot, measured the door blade and the arm connectin第 5 页 共 9页 g plate ... Butt weld, finally welded panels butt; leaves one or two types of welding in accordance with specifications for the weld appearance quality inspections and internal ultrasonic testing of welds. 8.2.4 gate gate leaf Assembly installation: spell the group mainly uses the 8 ton truck crane and 50 ton crawler crane installation. First sill after cleaning, advance introduction to buttress tank level detection. Lower door leaf lift locked on to buttress, gate water seal base plate vertical adjust the door leaf, reinforced after the lower part of the door leaf in place. Door leaves all the paragraphs after hoisting, retest the door leaf size and distort, after passing inspection before welding door leaf. Menyeshui installation: due to bearing slider in factory assembled, water sealed the site the main installation work. Temporary will water seal plate pressure in sealed article Shang, in level direction and vertical direction check water seal of straight degrees whether meet requirements, Hou with Mark pen from gate Panel of check water bolt hole within draw bolt hole in check water article Shang of location, in corresponding of mark Shang drill out sealed article of bolt hole, with bolt try dressed Hou, removed has joint of water seal, with strong hot rubber of way, will water seal firmly stick received in with, forming Hou with wheel machine gently processing rugged of surface, and check water seal round head surface uneven degrees, each across 0.5M measuring is, After passing on 1(政府对行业的政策支持力度加大,国家在产业上把奶业确定为重点支持产业,列入“菜篮子”规划的重要内容,在婴儿奶粉市场方面制定了一系列政策法规对这一市场加以规范,为我们的奶粉的腾飞创造了机会。 2(争夺农村市场和高端市场,受劣质奶粉的影响,广大农村消费者提高了消费意识和观念,倾向于注重品牌、注重高质量的婴幼儿奶粉,一些劣质奶粉、小品牌奶粉企业被清除出农村市场,为我们提供了新的市场机会。随着洋奶粉如雀巢、惠氏等所披露出的一系列质量问题,打破了很多消费者对洋奶粉的迷信,转为购买国产奶粉,为我们扩大高端市场份额提供了机会。 (二)威胁 1(日益增长的市场引来的是竞争的持续升级,婴幼儿配方奶粉市场竞争尤为激烈。高端奶粉市场更是成了国外品牌的天下。为了进一步巩固市场,国际品牌利用研发优势,打响了配方升级战。虽然国产婴幼儿奶粉最大的优势在于市场销售渠道方面,但是配方始终是最具核心竞争力的元素。国际品牌的发展方向是不断改造、调整,使之更接近母乳,所以可以说现阶段国内婴幼儿奶粉的风向标仍然掌握在国际品牌手中。 2(婴儿奶粉产品的价格需求弹性不敏感,目前仍然有许多消费者并不明白进口奶粉的价格构成,反而认为:“一分钱一分货,贵的肯定比便宜的好”。在这种消费观念的影响下,洋品牌婴儿奶粉成了许多高收入阶层和能够支付得过且过起的中低收入阶层的首选。 (三)优势 伊利奶粉将金领冠作为布局高端市场的传统主力军,一直致力于婴幼儿配方奶粉的研究与发展,并走在前沿。通过对中国宝宝“专属抵抗力”的持续打造与产品升级,进一步赢得了消费者的青睐与信任,更赢得了业界的一致肯定。在第十一届中国国际食品和饮料展览会和第二届中国(北京)国际妇女儿童产业博览会上金领冠连获两项产品创新大奖。截至2012年12月,前十大品牌奶粉的市场占有率达到了83%,其中外资品牌的市场份额达45.2%,本土品牌中排名最靠前的分别是伊利和贝因美,分别位居第三、四位。目前,以伊利为代表的本土品牌已经在中高端婴幼儿奶粉市场具备了较强的市场竞争能力。 (四)劣势 销售形式传统单一,未能实现整合营销;终端激励不足,促销细化不够;注construction unit to ensure a quality installation, first to pre-installed pivot, measured the door blade and the arm connecting plate ... Butt weld, finally welded panels butt; leaves one or two types of welding in accordance with specifications for the weld appearance quality inspections and internal ultrasonic testing of welds. 8.2.4 gate gate leaf Assembly installation: spell the group mainly uses the 8 ton truck crane and 50 ton crawler crane installation. First sill after cleaning, advance introduction to buttress tank level detection. Lower door leaf lift locked on to buttress, gate water seal base plate vertical adjust the door leaf, reinforced after the lower part of the door leaf in place. Door leaves all the paragraphs after hoisting, retest the door leaf size and distort, after passing inspection before welding door leaf. Menyeshui installation: due to bearing slider in factory assembled, water sealed the site the main installation work. Temporary will water seal plate pressure in sealed article Shang, in level direction and vertical direction check water seal of straight degrees whether meet requirements, Hou with Mark pen from gate Panel of check water bolt hole within draw bolt hole in check water article Shang of location, in corresponding of mark Shang drill out sealed article of bolt hole, with bolt try dressed Hou, removed has joint of water seal, with strong hot rubber of way, will water seal firmly stick received in with, forming Hou with wheel machine gently processing rugged of surface, and check water seal round head surface uneven degrees, each across 0.5M measuring is, After passing on 重在硬终端(如陈列位置、美观度、促销活动、宣传品等)上下工夫;忽视了在软终端(如促销人员素质,处理客户关系等)的建设和深化。 四、营销策略 (一)产品策略 1.产品定位 产品定位于高端益智婴幼儿奶粉。这是一个巨大的市场空缺,高档母乳婴儿奶粉一直是外资品牌的天下,国产婴儿奶粉一直给人的感觉是大众化,档次不高,我们致力于做中国母乳婴儿奶粉的代替者、领导者。益智型的奶粉受欢迎程度最高,其次是免疫型和普及型配方奶粉。据调查显示,婴儿配方奶粉的众多功能中,家长们对能否促进婴儿智力的发展最关注,其次是有利于体格强壮的功能,而对于对宝宝视力作用及增加宝宝饱感的功能关注人群相对少,一共只有1.62,,在配方研制方面可以较为着重在智力帮助方面。 2.产品包装设计 奶粉包装设计使用高质感玩具插图,选用与儿童关联性较强的玩具插图当主视觉,让人一眼便知本产品与“儿童”、“成长”有关,视觉效果清楚又直接。具体来说,第1阶段(0,6个月的初生婴儿),包装采用了温馨可爱的“小喇叭”;第2阶段 (6,12个月的婴幼儿),包装采用了一台 “小汽车”,以满足家长想给孩子更高档次生活的期盼;第3阶段(1,3周岁的幼儿),此阶段幼儿活动量增大,包装采用了动感十足的“小足球”。这样的包装设计足以吸引消费者眼球,使之在消费者心目中树立一个全身心关注儿童成长发育的品牌形象。 3.产品服务 (1)消费前服务:开展孕妇知识、育婴知识和婴幼儿常见疾病防治知识讲座,除此外根据伊利金领冠是以黄金标准的母乳奶粉等特点开展营养知识与智力发育、实用经验介绍与交流,婴幼儿营养现状咨询等方面的服务; (2)消费中服务:婴儿在饮用过程中出现任何症状,我们为其提供免费检验; (3)消费后服务:定期对消费者进行回访,了解婴儿饮用状况,建立育婴交流和在线知识问答平台。 (二)价格策略 调查显示:进口高端奶粉全线涨价,国产奶粉价格变化不大,提价幅度在10% construction unit to ensure a quality installation, first to pre-installed pivot, measured the door blade and the arm connectin第 7 页 共 9页 g plate ... Butt weld, finally welded panels butt; leaves one or two types of welding in accordance with specifications for the weld appearance quality inspections and internal ultrasonic testing of welds. 8.2.4 gate gate leaf Assembly installation: spell the group mainly uses the 8 ton truck crane and 50 ton crawler crane installation. First sill after cleaning, advance introduction to buttress tank level detection. Lower door leaf lift locked on to buttress, gate water seal base plate vertical adjust the door leaf, reinforced after the lower part of the door leaf in place. Door leaves all the paragraphs after hoisting, retest the door leaf size and distort, after passing inspection before welding door leaf. Menyeshui installation: due to bearing slider in factory assembled, water sealed the site the main installation work. Temporary will water seal plate pressure in sealed article Shang, in level direction and vertical direction check water seal of straight degrees whether meet requirements, Hou with Mark pen from gate Panel of check water bolt hole within draw bolt hole in check water article Shang of location, in corresponding of mark Shang drill out sealed article of bolt hole, with bolt try dressed Hou, removed has joint of water seal, with strong hot rubber of way, will water seal firmly stick received in with, forming Hou with wheel machine gently processing rugged of surface, and check water seal round head surface uneven degrees, each across 0.5M measuring is, After passing on 以内。进行定价策略,听装零售价140元,比惠氏、美赞臣略低5,,10,,但已经跻身高端婴儿奶粉品牌阵营。之所以略低定价,是给顾客以“相同品质,更加实惠”即物超所值的价值认知感觉。价格策略如下: 1段盒装400克 63元?盒 1段听装900克 145元?听 2段盒装400克 53元?盒 2段听装900克 140元?听 3段盒装400克 53元?盒 3段听装900克 135元?听 如此分段和按重量定价目的是为了使伊利金领冠婴幼儿奶粉迅速吸引大量顾客,提高市场占有率,为有足够的毛利空间进行差异化市场运作。 (三)渠道策略 在销售形式日益多元化的今天,婴儿配方奶粉也不例外,除了一般超市外,母婴专门店、网店、甚至港澳台、国外也同样成为家长们购买奶粉的渠道。 调查显示,超市依然是家长购买婴儿奶粉最为主要的渠道,占61.22,,而越开越多的母婴专卖店也占有一定的比例,达30.13,,近年流行起来的网店也有6.78%的占有率,证明大家对网店方便快捷的方式正逐渐接受。 公司制定了如下渠道策略:大中城市首选大商超,在大商超内首选端架和醒目牌面,树立起本产品的产品形象;其次是育婴专卖店,选择装饰高档、位置优越的专卖店;建立专门的伊利金领冠直销网;对于终端店铺、孕婴店及特殊渠道,由公司业务代理直接开发、管理、维护,以便公司的各项政策得到有效执行,保证良好的客户关系及销量的稳步提升,建立、健全客户资料,实行档案管理。 (四) 促销策略 实行综合性的促销策略,主要包括媒体宣传、娱乐宣传、重点进攻大中城市的超市,合理覆盖小城镇。适当的促销赠品(高档次的赠品提高产品的档次)。 具体推广活动如下: 1.广告推广活动,在各省市电视台分时段播放广告。初步加大推广力度,塑造品牌形象,提高品牌知名度,稳定老顾客吸引新顾客从而达到销售额的提升。 2.网络推广活动,开展分享母爱故事和育婴经历,并在金领冠网络平台上上传宝宝或者家人与宝宝的照片,与更多妈妈分享您真实的故事,就有机会为宝宝construction unit to ensure a quality installation, first to pre-installed pivot, measured the door blade and the arm connecting plate ... Butt weld, finally welded panels butt; leaves one or two types of welding in accordance with specifications for the weld appearance quality inspections and internal ultrasonic testing of welds. 8.2.4 gate gate leaf Assembly installation: spell the group mainly uses the 8 ton truck crane and 50 ton crawler crane installation. First sill after cleaning, advance introduction to buttress tank level detection. Lower door leaf lift locked on to buttress, gate water seal base plate vertical adjust the door leaf, reinforced after the lower part of the door leaf in place. Door leaves all the paragraphs after hoisting, retest the door leaf size and distort, after passing inspection before welding door leaf. Menyeshui installation: due to bearing slider in factory assembled, water sealed the site the main installation work. Temporary will water seal plate pressure in sealed article Shang, in level direction and vertical direction check water seal of straight degrees whether meet requirements, Hou with Mark pen from gate Panel of check water bolt hole within draw bolt hole in check water article Shang of location, in corresponding of mark Shang drill out sealed article of bolt hole, with bolt try dressed Hou, removed has joint of water seal, with strong hot rubber of way, will water seal firmly stick received in with, forming Hou with wheel machine gently processing rugged of surface, and check water seal round head surface uneven degrees, each across 0.5M measuring is, After passing on 赢取《经典童话故事书》。活动参与者通过多种方式获得积分,用积分换取伊利金领冠优惠券,最后由网友评选出最可爱妈妈宝宝组合照片,我们免费为您和宝宝制作一套用来您和宝宝相处的美好瞬间的精美照片组合。 3.社区推广活动,进入社区举办互动活动,聘请一些知名儿科专家现场讲解育儿方面的知识,开展孕妇知识、育婴知识和婴幼儿常见疾病防治知识讲座,除此外,根据伊利金领冠是以黄金标准的母乳奶粉等特点开展营养知识与智力发育、实用经验介绍与交流,婴幼儿营养现状咨询等方面的服务。 4.伊利金领冠“坚持天然,关爱一生”知识问答大赛。在报纸上刊登“坚持天然,关爱一生”知识选拔大赛,参加即有机会获得丰厚奖品,每位参与者凭借购买金领冠奶粉可享受优惠。 5.医院是婴幼儿配方奶粉市场最先开始的地方,所以联合医院开展育婴教育、养育知识辅导的活动,提高知名度。 6.节日促销。母亲节,开展“贴心好礼赠妈咪”活动:母亲节期间购买伊利金领冠系列产品即可获赠精美爱心母子装(市场参考价75元);儿童节开展“金领冠智慧宝宝”活动:儿童节前后三天购买伊利金领冠系列产品免费为宝宝制作精美照片一份。 伊利奶粉认识到,只有取得高端市场的优势,才能进一步确立行业的品牌领导力与话语权。伊利奶粉将金领冠作为布局高端市场的传统主力军,通过本次大型促销宣传活动意在树立鲜明的品牌个性,进一步赢得了消费者的青睐与信任。 五、总结语 本次营销策划主要是为了提高伊利金领冠在华北地区的市场占有率及树立在消费者心中的品牌形象。从目前市场上所处的竞争环境进行深入分析,根据各细分市场中消费者的特征和消费习惯,结合伊利金领冠自身特点进行市场定位,制定出该市场营销策划方案。经过审核评估得出该策划方案有较高的可行性,能基本达到预期目标,提高顾客知名度和扩大市场占有率,增强在同行中的竞争力,抢占足够的市场份额,提高销售业绩。作为中国乳业的领导者,伊利正在不断努力,完善自己,以崭新的姿态,全面领跑中国乳业,迎接新的市场挑战。 【参考文献】 1. 黄铁鹰:《海底捞你学不会》,中信出版社 2009 年版。 construction unit to ensure a quality installation, first to pre-installed pivot, measured the door blade and the arm connectin第 9 页 共 9页 g plate ... Butt weld, finally welded panels butt; leaves one or two types of welding in accordance with specifications for the weld appearance quality inspections and internal ultrasonic testing of welds. 8.2.4 gate gate leaf Assembly installation: spell the group mainly uses the 8 ton truck crane and 50 ton crawler crane installation. First sill after cleaning, advance introduction to buttress tank level detection. Lower door leaf lift locked on to buttress, gate water seal base plate vertical adjust the door leaf, reinforced after the lower part of the door leaf in place. Door leaves all the paragraphs after hoisting, retest the door leaf size and distort, after passing inspection before welding door leaf. Menyeshui installation: due to bearing slider in factory assembled, water sealed the site the main installation work. Temporary will water seal plate pressure in sealed article Shang, in level direction and vertical direction check water seal of straight degrees whether meet requirements, Hou with Mark pen from gate Panel of check water bolt hole within draw bolt hole in check water article Shang of location, in corresponding of mark Shang drill out sealed article of bolt hole, with bolt try dressed Hou, removed has joint of water seal, with strong hot rubber of way, will water seal firmly stick received in with, forming Hou with wheel machine gently processing rugged of surface, and check water seal round head surface uneven degrees, each across 0.5M measuring is, After passing on 2(欧阳国中:《活动策划实战全攻略》,清华大学出版社 2013年版。 3(杰弗里?摩尔:《颠覆性产品营销圣经》,北京机械出版社2009年版。 4(韩明:《现代商场超市管理工具箱》,中国纺织出版社 2010 年版。 5. 孙健:《营销创意就这么简单》,人民邮电出版社 2013年版。 construction unit to ensure a quality installation, first to pre-installed pivot, measured the door blade and the arm connecting plate ... Butt weld, finally welded panels butt; leaves one or two types of welding in accordance with specifications for the weld appearance quality inspections and internal ultrasonic testing of welds. 8.2.4 gate gate leaf Assembly installation: spell the group mainly uses the 8 ton truck crane and 50 ton crawler crane installation. First sill after cleaning, advance introduction to buttress tank level detection. Lower door leaf lift locked on to buttress, gate water seal base plate vertical adjust the door leaf, reinforced after the lower part of the door leaf in place. Door leaves all the paragraphs after hoisting, retest the door leaf size and distort, after passing inspection before welding door leaf. Menyeshui installation: due to bearing slider in factory assembled, water sealed the site the main installation work. Temporary will water seal plate pressure in sealed article Shang, in level direction and vertical direction check water seal of straight degrees whether meet requirements, Hou with Mark pen from gate Panel of check water bolt hole within draw bolt hole in check water article Shang of location, in corresponding of mark Shang drill out sealed article of bolt hole, with bolt try dressed Hou, removed has joint of water seal, with strong hot rubber of way, will water seal firmly stick received in with, forming Hou with wheel machine gently processing rugged of surface, and check water seal round head surface uneven degrees, each across 0.5M measuring is, After passing on
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