德芙巧克力广告策划英语.doc

Hunan University of TechnologyIMPORTANT: YOUR ASSIGNMENT WILL NOT BE ACCEPTEDFOR ASSESSMENT WITHOUT COVERING SHEETS!BTEC HND PROGRAMME: ComputingUnit No: 11Unit Title: Advertising CampaignsAssignment No: 1Assignment Title: Draw up an advertising strategy foracertainfamiliarproduct* TO BE COMPLETED BY THE STUDENT:STUDENT NAME:_chen yu_ _ ISSUE DATE:_12/ 03/2012_ YEAR:_2012_ SUBMISSION DATE AND TIME: 6/1/2012_* STUDENTS MUST SUBMIT HARD AND SOFT COPY OF EACH ASSIGNMENTHARD COPY SHOULD BE SUBMITTED TO MISS Ning (THE ASSESSOR) AND SOFT COPYA ASSIGNMENT SHOULD BE E-MAILED TO THR FOLLOWING ADDRESS:774856166QQ.com You are working within planning department for a large advertising company. You need to draw up an advertising strategy foracertainfamiliarproduct regarding your brief using the appropriate techniques, in order to plan creative and Practical advertising strategy.All grades are subject to confirmation by the external verifierSTUDENT SIGNATURE:_ DATE:_-* FOR ASSESOR USE ONLY:ACTUAL SUBMISSIONTIME AND DATE:_SiGNED:_ Dave Chocolate Advertising Planning Chocolate advertising planning bookTable of ContentsSummary 1 Introduction 2 Market Analysis 2.1 Analysis of market environment 2.1.1 chocolate market environment 2.1.2 The existing market competition conditions 2.1.3 Enterprise SWOT analysis 2.1.4 chocolate market development trend analysis 2.2 product brand analysis 2.2.1 chocolate product features 2.2.2 chocolate SWOT analysis 2.2.3 The competitor product analysis 2.2.4 Product Analysis summary 2.3Consumer Analysis 2.31 target consumer 2.3.2 actual user characteristics 2.3.3 potential consumer characteristics 2.3.4 The consumer analysis summary 2.3.5 Market Analysis summary 3Marketing and advertising strategies 3.1 Target Market Selection 3.2 Marketing strategy positioning 3.3 advertising strategy positioning 3.4 Marketing and advertising goals 4 Marketing Strategy 4.1 marketing strategy ideas Description 4.2 marketing campaign implementation of the program 5 advertising campaign 5.1 advertising theme and its basis 5.2 advertising demands of direction 5.3 advertising creativity and performance 6 media plan 6.1 media targets 6.2 medium of geographical 6.3 choice of media 6.4 media delivery scheduling table7 cost estimates and impact assessment 7.1 The activity costs 7.2 effect estimatesAppendix1 Introduction Chinas accession to the WTO, making the economy continues to develop, in raising living standards for consumers, consumer attitudes are enhanced. Chinese candy market in the Chinese food market occupies an important place. The chocolate market is an emerging force in the confectionery market, occupy an important position in the market. Chocolate monthly production capacity of more than 10 million tons, but actual production is less than 60,000 tons, per capita annual consumption capacity of less than 5 tons less than in Western countries. A chocolate market is vacant, we must seize this market. However, the chocolate by the young friends loved and sought after. In order to more accurately grasp of the market, establish the brand image of the chocolate, the planning from the current market conditions of the domestic chocolate market starting to analyze the state of competition for the overall market situation, market size, and similar products, according to the characteristics of consumers and the product brand image and positioning research, to make this product stand out from the intense competition in the market to complete the goal to establish a brand image and improve the visibility and reputation. After preliminary market research to develop a marketing program of activities with advertising campaigns, to improve product visibility and reputation, to form a new, happy and healthy brand image in the minds of consumers, thereby increasing product salesChocolate has been in more places than just food, but become a kind of give the gift of the relatives and loved ones, carrying the function of emotion passed. Thus, the chocolate has been given a more personalized color. Life is like a box of chocolates, no one knows which is what its like. 2 Market Analysis2.1 Analysis of market environmentMarket environmentThe company should adhere to the long letter management, interactive win-win-win concept. Brokers, consumers form a triangular relationship of the bond-style, high quality, engage in service to build a loyal consumer base. After twelve years of hard work, the chocolate has built a large sales network throughout Chinas 31 provinces and cities. Chocolate in the country to set up more than 70 marketing services agencies, superb team skills, efficient service and sincere services for channel customers. Currently, the sales network throughout the country, products are exported to five continents. According to the characteristics of enterprise products aimed at the teenage market. In the country even has a global sales outlets. Cross-national cross-regional promotion and development of the brand. So most of the consumers could afford to eat the rich fashion focusing on high quality of life, young family. Chocolate and girls are born intrinsically linked, so the chocolate first in the industry with celebrity endorsements of brand strategy for the brand of chocolate adds a lot of glory. The chocolate with the powerful media and a variety of advertising to cover each other and promote the development of the brand. The spokesman for the image of the brands image, but also shows the chocolate of the target audience is young and vibrant women.Economic environmentForeign chocolate companies enter the Chinese market, is often the heavyweights in the world food industry, a well-deserved food predators, they not only control the quality of raw material sources, also has the great advantage of capital, technology, talent and resources, the rich can enemy, such as Nestle, the worlds largest food company with annual sales of $ 44 billion, Mars is the worlds seventh largest food company with annual sales of $ 15.3 billion.Technical environmentExpand technical cooperation with top international R & D institutions German chocolate candy technology consulting firm, and hired a general manager of the company. Known as the International Candy Master Ivan. France than Mr. Swe as a technical consultant. Developed products on behalf of the international top level. Company of excellent hardware technology with the world of production equipment. The company also continued to introduce advanced production equipment. Today, more than 85% the degree of modernization has reached the international level. The quality of the companys first in sugar and chocolate industry passed the GMP authentication, further ensuring the superior quality chocolate products.Cultural environment.Attaches great importance to Chinese people to buy chocolate festivals, chocolate usually as the primary snacks consumers is almost zero, foreign, such as chocolate, for example, Christmas time will be consumer, and later will become such as lover, friend, small gifts to visit the neighborhood. But the company hopes that chocolate is a link of communication between people. In addition, chocolate is self-relaxation, sweet things that will bring a sweet psychological, are young, life stress is very large, so we hope that it can easily become a casual, fashion, decompression products simple communication can be used with and between the media of a small, small gifts as an expression of affection, love. Sweet promote harmony, innovation and life-changing, Dove chocolate industry leader, has been dedicated to the sweet culture into peoples lives, health , happy and movement and fashion is Dove to give the chocolate a fresh personality. While the chocolate and innovative spirit, it is the personality of the soul. The companys corporate philosophy of the nation to serve the country as their duty, let the world enjoy the delicious at the same time healthy and happy! Reveals the ethnic flavor of the chocolate. Play in which category many chocolate brands to the world. We are proud of. Also won a number of consumers.The natural environmentShortage of resources, environmental pollution, aggravated the countries to strengthen the management of natural resources, population growth. Declining birth rate in developed countriesPolitical and legal environmentThe political environment and economic policies.The international political environment (political power and political conflicts): political power; import restrictions, foreign exchange control, labor restrictions, nationalization.Economic legislation (the Economic Contract Law, Trademark Law, Consumer Protection Law, the Anti-Unfair Competition Law, Advertising Law, etc.)4, social and cultural environment5, the social valuesNational traditionsReligious beliefsTrendiness2.1 product brand analysis2.1 brand chocolateChocolate brand within the scope of monitoring a total of 109, a decrease of 12.8% in 1998, the average single brand sales of $ 58.8 million, the brand more than the average of 12, accounting for 11.01%, below average brand 97 accounting for 88.99%. 15 brand to enter the 500 leading brands, the same as in 1998. Health up to new entrants into the 500 leading brands. The 500 leading brands accounted for 13.7% of the total number of brands of chocolate, accounting for 2.76 percent of the 500 leading brands, and 0.57% lower than the average of all varieties. Which rank high Dove (13) ranking in the 500 leading brands, the biggest increase is the golden monkey, the largest decline Lai Leke.2.2 chocolate SWOT analysisSuperiority1) brand: the brand is to fully experience between consumers and products, she is the individual choice of consumers, the brand represents high quality and high-visibility, reputation in the chocolate market, the only well-known brand in order to product of the process have a very strong chocolate as a very special product of the raw materials of the product, its rush, logistics and other aspects of the requirements are very high so only the well-known brand in order to provide consumers with this assurance, at the same time Dove to provide consumers with a stable, high-quality products in the Chinese market and establish a brand image of the Dove belongs to Mars Co., Ltd. is the worlds largest chocolate and candy companies, global annual sales of more than 15 billion U.S. under which there are many international brands, with great international influence, and Mars to get involved in each business in their respective fields are the market leader in the financial resources also has some advantages, its own competition in the market force, innovation and market development experience, no doubt.2) Dove earlier to enter the market there is a certain amount of Dove brand products, consumers have higher brand loyalty, word of mouth, it will affect other consumers, in the minds of consumers; created with the target audience more better opportunities for interaction, increase brand preference and new product development capacity, fast product replacement products with market requirements born for love, a profound cultural significance.3) Quality advantage: the highest quality pure natural cocoa liquor and cocoa butter is carefully configured from the Dove chocolate, the indicators have reached the highest European standards.4) Product Advantages: This is the evaluation of a consumer Dove: delicious, good taste and good advertising; good taste; pure chocolate; not too sweet flavor and good taste; relatively delicate, not greasy, as long as the re-port Dove the demands of a silky texture (slogan: milk fragrant, silky feel) the product itself advantages: First, the raw material quality, process scientific, species diversity, nutrition, and four packaging fine and five, product portfolio.5) the production of technical advantagesInferiorA lack of understanding of the Chinese market: the performance is not comprehensive enough! Solution on the market circulation system, market structure, distribution channels and in the form of small and medium-sized cities, regional differences, consumer psychology, consumer behavior, food culture, taste differences and grasp detailed and true Dove entered the international market, is to enter the markets of other countries, Dove products imported products for those markets, higher price, the price in a higher position in other national markets, only hovering in the high-end market, in a disadvantage compared to all local competitive chocolate products.2.Widespread misunderstanding: consumers of chocolate on chocolate! Insufficient, the consumer chocolate is a high-sugar, high calorie candy, not only will the body fat, but also lead to the understanding of cardiovascular disease, diabetes and other errors. resulting in some consumers want to eat, but could not afford to eat, afraid to eat.The chocolate taste is not enough diversified few tricks.Corporate Overview: Dove chocolate is one of the products launched in China the worlds largest pet food and snack food manufacturers to multinational food company Mars (mars), entered China in 1989 and 1995, chocolate leading brand milk fragrant, silky feel, the classic slogan chocolate has long been a passing emotion of people to enjoy the beautiful moments, however, preferred product into the shopping malls, the face of an array of various brands, consumers are in a dilemma to face too many choices. consumers care about more than just a box of candy, but the quality of the product, how they taste, taste, how they ask a whole box of chocolate can bring extraordinary experience Dove brand in the market with high brand awareness, market share 35 percent, visibility of 80%, with good quality, taste, and brand image.(2) Sales AnalysisMonitoring retail outlets chocolate sales in 1999 to 99.0058 million yuan, accounting for 2.69% of the 30 kinds of merchandise sales accounted for 0.94% of all retail, ranked 15 out of 30 kinds of commodities, compared with 1998 increased by 2. The proportion of sales accounted for 30 kinds of the total sales of goods increased by 0.16% in 1998, but accounted for all the goods and the proportion of total retail sales, an increase of 0.13% in 1998.(3) competitor analysis1999 chocolate top ten brands were Dove, Cadbury, Ferrero Rocher, Le Conte, m8m, Shen Feng, Kit Kat, Hershey, DCH children, Nestle. The top ten brands of chocolate changed little new to the list the brand is Nestle. At No. 10 in 1999. The following list is Lai Leke relegated to 13, 1998 10.Cadbury, Le Conte and other products enter the market earlier in the minds of consumers have a certain weight. Chocolate products sold in the Chinese market, the greatest contribution to the New Year market (Mid-Autumn / Christmas / Chinese New Year / Valentines Day), the market of product sales is exactly the gift / gift. It can be said sales in China, Le Conte chocolate is not the biggest, but the gifts of chocolate is certainly Le Contes largest-selling. Gifts that the brand appeal until nearly two years deeply rooted now not only health care can be given away, even condiments Gift. It was with the advantages of the first step, Le Conte soon came from behind to finally catch up with Cadbury in the last year, Le Conte, ranking second in the industry, second only to the Dove.The top ten brand in 1999, sort, rising 3, the largest increase in Nestle; Sort constant 5 2 Sort decline, a decline of inaction one. The chocolate sort the change in index of 500 leading brands of 55.67%。.According to the Forbes srvey, the following three kinds of chocolate top chocolate brands. British CadburyCadbury (the Cadbury) is one of the United Kingdoms oldest chocolate brand, the UKs largest chocolate maker. Production of Cadburys chocolate is a traditional British flavor.1868, Cadbury launched many new eating chocolate, not only the taste of pure chocolate nourish elaborate chocolate box, has become the fashion of the late Victorian and the pralines pattern ever-changing.Belgian LeonidasOriginated in 1913, all of LEONIDAS (Leonidas) chocolate are in Brussels finished, raw materials are based on the best, highest-quality materials: pure cocoa, fresh milk and cream, Turkish hazelnut, Italy almonds, Mario Cherry, up to 80 different flavors and is the only fresh chocolate a chocolate from cradle to personally entrance taste are definitely not more than four weeks.Belgium Shannon RiverOriginated in Brussels, Belgium, Godiva Chocolate Master Joseph Draps handedly founded and named after the legendary noble Lady Godiva has been more than 175 years of history, elegant aroma and taste of the world. Shannon River Belgiums original top imported raw materials and production processes, detailed and mellow chocolate taste, elegant and lingering finish; bright color structured.1) Market BackgroundDomestic brands in the Shanghai market are rare. Made of chocolate in the quality is not satisfactory, and only 5% of the domestic chocolate taste. Domestic chocolate even in price than the foreign brands to be much lower, but still relegated to the lower of the market in the domestic chocolate, only the Shanghai real estate Shen Feng, Liangfeng performance is relatively good, but only 7%, 1% people think they are the best brand.2) Varieties1. Typesa dark chocolate, milk quality content of less than 12%(b) hand milk chocolate 10% cocoa pulp and at least 12% of the milk qu