产品策划书提纲范文.doc

产品策划书提纲范文 48小时营销赛分析策划提纲（提纲仅供学员参考，list出可能会用的分析和模型，同时需要学员根据实际情况再参考，但希望学员在行前能提前熟悉一些基本的分析模型，并能学以致用，谢谢） 一、前言 二、市场分析策划?市场概况?市场的构成?市场构成的特性 三、产品分析策划?产品构思及筛选?产品概念设计?消费者分析?产品特性分析?产品的品牌形象分析?产品组合和包装策略 四、销售方案策划广告创意策略（广告语、广告主题设计）推广策略活动宣传活动安排其他促销活动媒介选择 五、市场评估?数据分析 六、财务预算分析?价格策略?成本及利润空间Model运用（百度百科有详细说明）?SWOT分析模型（优势，劣势，机会，威胁）?宏观环境分析（PESTEL分析模型）?竞争环境分析（Porters fiveforces分析模型）?营销分析（Ansoff Matrix分析模型）?Value chainanalysis Finally，如果学员有其它实用的模型可一起补充，集思广益，为大家做出少少的贡献。 同时，也感谢前辈们提供的资料和想法。 高级版(strategic analysis)Structure1.Contents2.Executive Summary?An overviewof thewhole strategicreview containedwithin thereport.-Abstract(bullet pointstyle)Key FindingsRemendations discussedStrategic Review3.Introduction-Description ofCompany:key trends,market share/position,profits,etc.No history/background4.A strategicanalysis ofthe organisation?Environmental Analysis-Use subsectionswith headingsPESTEL Porters5Forces(use textboxes,take awhole page)Strategic GroupAnalysis IndustryLife Cycle?Resources andCompetencies AnalysisValue ChainAnalysis VRINto showappreciation of petitive advantageFunctional AnalysisSWOT orTOWS matrixand/or ansoffs matrixto generatestrategic options高级版2（广告定位）（注，此模板只适合，产品是需要大量做广告的情况下而使用）The CommunicationsBrief Background:Usually coversthe business and marketingcontext andwhy thetask isimportant.Marketing andSales Objectives:These shouldbe“SMART”.Brand:This mightinclude brandidentity,brand vision,brand status,brand values,brand personality.Previous learning:This sectionshould considerwhat hasbeen implementedand achievedin thepast.MAIN MUNICATIONBRIEF Issue/problem:A newproduct usenew technologyand design,which area Braun-Engineered PowerTrimmer withthree slimbs thatmaneuvre effortlesslythrough hair,trimming evenlyat threecustom lengths,for helpingmale toachieve incrediblecloseness andfort.Communication objectives:we wantto changeconsumers attitudesfor usingpower trimmer,which iswater-light andtotally safeto usein wetenvironment,and increaseawareness ofman skin and motivated to ensure he has well taken care ofit.Moreover,we wantto encouragecustomers tostart usingit todesign theirlook.Target audience:targeted atGenX andGenY,not babyBoomers.Consumer insights:While malemay notbe ametro-sexual ora retro-sexual,todays manis beingmore awareof hisskinandmotivatedtoensureheswelltakencareof.Brand imperatives:What arethe importantfeatures?What isthe pointofpetitiveadvantage?What isthe brands positionrelative tothe petition?What isthe brands personalityand/or image?Key message/proposition:Itsatidy andspeedy proposition.It isconvenience formale totake agood carewith theirlook byusing newwaterproof electricshaver.Support:What isthe reasonto believethe proposition?Creative direction:How canwe stimulatethe desiredresponse?(Message Strategy)Media imperative:Where,when andhow shouldwe conveythe message?(Media Strategy)Timings/key dates:May includeproject timelinesas wellas timingfor response.Response mechanisms:Contact det