康师傅产品营销策划书

目录

一、活动背景 „„„„„„„„„„„„„„ 二、活动目标 „„„„„„„„„„„„„„ 三、活动主题 „„„„„„„„„„„„„„ 四、基本活动程序 „„„„„„„„„„„„„„ 五、传播与沟通的方案 „„„„„„„„„„„ 六、经费预算 „„„„„„„„„„„„„

七、效果预测 „„„„„„„„„„„„„„ of transport and the custody 4。1.2.1.1 cable in transport process in the not should makes cable and the cable disc by injury, is strictly prohibited will cable disc directly by car Shang push Xia， cable disc not should flat put transport and the storage； transport and the scroll cable disc Qian， must guarantee cable disc firm， cable around tight, and Must follow when scrolling arrows on the cable drum instructions or entangle the cable direction。 And its annexes 4。1。2。1.2 cable arrived at the scene, checks should be carried out promptly, the technical documentation of the products should be complete， cable length should conform to the drawings, specifications， requirements， attachments should be complete， cable termination should be tight. 4。1。2。1。3 cable should focus on the store, and shall identify the model， specification。 Storage cables should be dry， without water. 4。1.2。2 of cable protection pipe processing and laying 4。1.2.2。1 cable protection pipe must be

perforated, cracks and significant depressions， smooth inside walls should be, cable protection pipe may not have severe corrosion， susceptible to mechanical damage and buried at the larger force， sufficient strength of pipe should be used。 4.1.2。2.2 cable protection tube processing， the tube free of burrs and sharp edges and corners， and trumpet。 Cable protection pipe after bending， there should be no cracks, the degree of bend flat should not be bigger than the outside diameter of the pipe 10％; cable protection pipe bend radius should not be less than the penetration of the minimum permissible bending radius of the cable. Cable protection pipe inner diameter and outer diameter of the cable than not 。。。 Hurt， well insulated. 4。1。4。2 cable lines should be placed securely, strength and length of the steel shaft should tie in with cable reel weight and width。 Before laying should be calculated according to the design and the physical path length of each cable， arrange each cable， reducing the cable connectors。 4。1.4。3 cable spacing of the support

前言

面对更多的产品竞争以及迅速扩张的需求市场，企业迅速提示品牌，抢占市场有利位臵，使需求市场的更大空间归自己所有,在市场份额及品牌都能做到领导规模时,企业需要利用品牌的优势以降价来挤压竞争品牌品，拥有更多的市场份额。

产品市场认知度提升,市场选择性需求与潜在需求迅速扩大，整体市场销售量迅速提高，产品利润上升,市场竞争日趋激烈。这一阶段的广告创作以创建产品品牌，提高品牌知名度，开拓市场为目标.并采取以产品品牌形象广告宣传与企业形象广告带动产品品牌发展为主的广告策略重点。

康师傅高校品牌推广事件，依据品牌营销的角度贴合最具消费能量的消费者群体，进行再一轮品牌提升攻势～

一、 活动背景分析

大学生消费群体对于方便食品品牌的选择，还具有明显的倾向性和随 众性.大学生消费群体是一个比较特殊化的人群,他们注重对新鲜事物的关注和尝试，随着市场中不断涌出的新方便食品品牌，大学生对以往的品牌性消费的程度会逐渐降低，造成大品牌的消费群体逐步流失,这就需要不断的进行品牌以及新产品的宣传推广，以达到建立品牌消费群体回流的目标;高校消费群体康师傅品牌传播势在必行。品牌关心这一庞大消费群体的实际需求,增加有效的品牌服务功能以及相关康师傅品牌健康理念的传播。从而能够最大程度的增强企业提高市场占有率的份额,实现康师傅品牌在市场竞争中“霸主\"地位～

二 活动主题

主题（一）“康师傅”，，康康小厨房 主题 (二）“康师傅”，，康康妙厨 主题 （三）“康师傅”，，健康活力吸溜族

ius of the cable。 Cable protection pipe inner diameter and outer diameter of the cable than not 。。。 Hurt， well insulated。 4。1ng radr of the pipe 10％； cable protection pipe bend radius should not be less than the penetration of the minimum permissible bendiotection pipe after bending， there should be no cracks, the degree of bend flat should not be bigger than the outside diameteble prould be used。 4。1.2.2。2 cable protection tube processing， the tube free of burrs and sharp edges and corners, and trumpet. Caay not have severe corrosion， susceptible to mechanical damage and buried at the larger force,

sufficient strength of pipe shpipe mable protection pipe must be perforated， cracks and significant depressions， smooth inside walls should be, cable protection pecification。 Storage cables should be dry, without water. 4.1。2。2 of cable protection pipe processing and laying 4.1。2。2。1 cdel, ss should be complete, cable termination should be tight。 4。1.2。1.3 cable should focus on the store， and shall identify the moion of the products should be complete， cable length should conform to the drawings， specifications， requirements,

attachmentmentatle direction. And its annexes 4.1.2。1。2 cable arrived at the scene, checks should be carried out promptly， the technical docucable disc firm, cable around tight, and Must follow when scrolling arrows on the cable drum instructions or entangle the cabantee Shang push Xia, cable disc not should flat put transport and the storage; transport and the scroll cable disc Qian， must guart process in the not should makes cable and the cable disc by injury， is strictly prohibited will cable disc directly by car of transport and the custody 4。1.2。1。1 cable in transpor2ducing the cable connectors。 4.1。4。3 cable spacing of the supportBefore laying should be calculated according to the design and the physical path length of each cable， arrange each cable， reidth。 。4.2 cable lines should be placed securely, strength and length of the steel shaft should tie in with cable reel weight and w

三 活动目标

本次活动目标主要是向大学生消费群体灌输企业理念，增强美誉度和亲和感。宣传康师傅品牌形象。康师傅品牌形象成就利润提升是我们的最终目的～

四 活动基本程序 时间 工作内容 具体 备注

执行工作组会议后1.整体活动排期 工作排期:根据前期 周一至周二 动前期准备 2.校方场地、媒体宣需要执行工作 传负责人

3.物料准备、制作负 责人

4.康师傅专业精英联 络人

具体执行工作完成1。场地、前期宣传推执行方与康师傅同 周三至周五 活动准备 广完成 步沟通 2。前期物料准备完 3。康师傅沟通完成

活动开始前准备 1.活动现场物料所需活动现场设备调试 周六 物料安装 完毕 2.活动开始前校内宣 传

3。执行工作人员到位

pipe cable protection pipe must be perforated, cracks and significant depressions， smooth inside walls should be， cable protectionspecification. Storage cables should be dry， without water. 4。1.2。2 of cable protection pipe processing and laying 4。1。2。2。1 model,nts should be complete, cable termination should be tight. 4。1。2.1。3 cable should focus on the store， and shall identify the ation of

the products should be complete， cable length should conform to the drawings， specifications， requirements， attachmecumentable

direction。 And its annexes 4。1。2。1。2 cable arrived at the scene， checks should be carried out promptly， the technical doe cable disc firm， cable around tight， and Must follow when scrolling arrows on the cable drum instructions or entangle the caranter Shang push Xia, cable disc not should flat put transport and the storage; transport and the scroll cable disc Qian, must guort process in the not should makes cable and the cable disc by injury， is strictly prohibited will cable disc directly by caof transport and the custody 4。1.2.1。1 cable in transp3reducing the cable connectors. 4。1。4。3 cable spacing of the support. Before laying should be calculated according to the design and the physical path length of each cable， arrange each cable， width .1。4。2 cable lines should be placed securely, strength and length of the steel shaft should tie in with cable reel weight andadius of the cable. Cable protection pipe inner diameter and outer diameter of the cable than not 。。。 Hurt， well insulated。 4ding rter of the pipe 10%; cable protection pipe bend radius should not be less than the penetration of the minimum permissible benprotection pipe after

bending， there should be no cracks， the degree of bend flat should not be bigger than the outside diameable hould be used。 4。1.2.2.2 cable protection tube processing， the tube free of burrs and sharp edges and corners, and trumpet。 Cmay not have severe corrosion， susceptible to

mechanical damage and buried at the larger force， sufficient strength of pipe s

五 宣传与沟通的方案

时间 宣传安排 内容 备注 活动前 校内广播 活动开始前一周发广播每日三遍 布

校报 活动开始前一周发 布

宣传单 活动开始前一周发 布

活动中 校内广播 活动当天早晨、中专注于品牌造势宣 午、下午各 传 循环播报一次

校报 校内热点地段张贴 大幅活动海 报

现场宣传 现场活动参与以及 口碑传播

活动后 校园广播 后续活动内容高校专注于品牌造势宣 安排播报 传

广播/BBS 后续活动内容高校 安排播报

4ducing the cable connectors. 4。1。4。3 cable spacing of the supportBefore laying should be calculated according to the design and the physical path length of each cable, arrange each cable， reidth. 。

4。2 cable lines should be placed securely, strength and length of the steel shaft should tie in with cable reel weight and wius of the cable. Cable protection pipe inner diameter and outer diameter of the cable than not 。。. Hurt， well insulated。 4。1ng radr of the pipe 10%; cable protection pipe bend radius should not be less than the penetration of the minimum permissible bendiotection pipe after

bending， there should be no cracks， the degree of bend flat should not be bigger than the outside diameteble prould be used。 4.1。2。2.2 cable protection tube processing， the tube free of burrs and sharp edges and corners, and trumpet. Caay not have severe corrosion, susceptible to mechanical damage and buried at the larger force， sufficient strength of pipe shpipe mable protection pipe must be perforated, cracks and significant depressions, smooth inside walls should be， cable

protection pecification。 Storage cables should be dry， without water。 4.1。2.2 of cable protection pipe processing and laying 4。1.2.2。1 cdel, ss should be complete, cable termination should be tight。 4.1。2。1。3 cable should focus on the store， and shall identify the moion of the products should be complete， cable length should conform to the

drawings， specifications， requirements， attachmentmentatle direction. And its annexes 4。1。2。1.2 cable arrived at the scene, checks should be carried out promptly， the technical docucable disc firm, cable around tight， and Must follow when scrolling arrows on the cable drum instructions or entangle the cabantee Shang push Xia, cable disc not should flat put transport and the storage; transport and the scroll

cable disc Qian， must guart process in the not should makes cable and the cable disc by injury， is strictly prohibited will cable disc directly by car of transport and the custody 4。1.2。1。1 cable in transpor

六 经费预算

经费预算 横幅、传单、宣传海报 300元 赠送的礼品 200元 促销人员工资 500元

1000元 场地费用 合计 2000元 七 效果预测

may not have severe corrosion, susceptible to mechanical damage and buried at the larger force， sufficient strength of pipe s pipe cable protection pipe must be perforated, cracks and significant depressions， smooth inside walls should be, cable protectionspecification. Storage cables should be dry, without water。 4。1。2。2 of cable protection pipe processing and laying 4。1。2。2.1 model，nts should be complete， cable termination should be tight. 4。1。2。1.3 cable should focus on the store， and shall identify the ation of the products should be complete, cable length should conform to the drawings, specifications， requirements, attachmecumentable direction. And its annexes 4.1。2。1。2 cable arrived at the scene, checks should be carried out promptly， the technical doe cable disc firm, cable around tight， and Must follow when scrolling arrows on the cable drum instructions or entangle the caranter Shang push Xia, cable disc not should flat put transport and the

storage； transport and the scroll cable disc Qian， must guort process in the not should makes cable and the cable disc by injury， is strictly prohibited will cable disc directly by caof transport and the custody 4。1。2。1。1 cable in transp5reducing the cable connectors。 4。1。4。3 cable spacing of the support。 Before laying should be calculated according to the design and the physical path length of each cable， arrange each cable， width 。1.4。2 cable lines should be placed securely， strength and length of the steel shaft should tie in with cable reel weight andadius of the cable。 Cable protection pipe inner diameter and outer diameter of the cable than not 。.. Hurt， well insulated. 4ding rter of the pipe 10％; cable protection pipe bend radius should not be less than the penetration of the minimum

permissible benprotection pipe after bending， there should be no cracks, the degree of bend flat should not be bigger than the outside diameable hould be used。 4。1.2。2。2 cable protection tube processing， the tube free of burrs and sharp edges and corners， and trumpet. C