彪马品牌休闲运动用品营销策划

彪马品牌休闲运动用品营销策划 一、市场现状与分析 1、市场背景: (1)长治市市场竞争激烈，在全市共有5 家体育品牌服装专卖或销售店;其中阿迪达斯有两家90平米的专卖或销售店;耐克有一家80平米专卖或销售店;美津浓在商场内有140平米的经营面积;背靠背为110米的经营面积的销售店;另外还有一家鹰宝专卖或销售店正准备上市。 (2)品牌较多;价格为高档。 (3)阿迪达斯// 耐克//等占据上风，销售量乘上升趋势。 2、竞争者状况: 第一品牌:阿迪达斯领先品牌。 第二名:耐克、背靠背强势品牌。 在长治地区市场占有率综合排名前2名。 第一名:阿迪达斯占40%; 第二名: 耐克占30%。 其他品牌占20-30%。以上几家销售店的销售方法基本是零售，日销售额为4000-5000元左右。 特点:以上品牌知名度高，企业实力强大，广告投入大，竞争力强，在长治市销售发展多年，有坚强的消费群体。 3、消费者状况: 消费者为家庭收入较高的和追求时尚前位、有体育休闲服装爱好的青年人，前者很注意品牌质量，后者很注意品位牌子和休闲时尚;其中曾购买过彪马产品的占5%，未购买过的占大多数。 消费行为特征:重品牌品位、重时尚前位;但大部分人对彪马认识不足，个别对彪马产品有了解。 4、市场潜量: 长治地区是城市占15%，农村占85%，流动人口为10万，城市人口为70万，共计160万左右人，该地区有十三个县区，人均年收入差别较大，追求时尚前位、体育休闲服装爱好者及学校中、大学生为我们的销售对象。 5、市场表现: 彪马知名度在长治地区不是很高，目前在山西长治地区没有一家专卖或销售店，消费者对彪马“不了解”占80%，“了解”占15%，了解一点占5%，但它是国际品牌，有生存和发展基础及潜力，应为发展成长期。 结论:市场潜力较大，应引导教育消费者，其任务繁重。 彪马的消费者应努力去培养，使其对彪马品牌的认同和偏爱，逐步确立在其生活中的消费地位。 彪马品牌推广中应解决的问题不少，但我们有一定实力，可变因素多，只要方向对，工作到位，就会有良好的效果，其中两点是很重要的，一是产品买点(USP)，产品质量好，应很好的宣传出去;二是尽管未成为强势品牌，但因其是国际品牌还是有较高的知名度，可谓机遇与挑战并存，风险与利益同在。 二、经营诊断: 1、彪马公司是德国的一家体育服装及用品的专业生产公司，其彪马品牌PUMA是1998年到2003年运动服饰市场销售额和利润增长最快的品牌，成长率连续6年超过两位数字，属deformation small; Dang engineering pile also for perfusion pile Shi, can synchronization construction, to construction conducive to organization, and convenient, and duration short; pile between gap easy caused soil erosion, special Shi in high level soft clay quality area, needed according to engineering conditions take note pulp, and cement mixing pile, and spin spray pile, construction measures to solution block water problem; Suitable for soft clayey and sandy areas, but construction should be used with caution in the gravel and pebbles; between pile and pile through the pile top beam and wall purlins into overall and thus relatively poor overall, as in important areas, special projects and large Foundation pit in excavation depth application requires special care. 2.1.6 steel piles using steel piles supporting the Foundation pit for temporary support features, construction convenient, short, finished construction in Foundation pit backfill after the channel pulled out, re-use, can minimize the cost of support. Used steel piles supporting a fatal weakness, that is impervious to water and small soil particles, and also called as high water precipitation or water, and the underground water level is high, water-rich geological conditions did not match. Flexural capacity of steel sheet pile supporting weaker excavation depth does not exceed 4m deflection of more general application. Obviously the soft water of Foundation pit excavation depth of geological conditions of 10m, and is located in the city centres of Flex ... Limited to, work hard, and it can take full advantage of building line the walls within a limited number of ground and space, can give full play to its economic benefits, in the course of construction, 于世界级的品牌。1994年，年仅30岁的JochenZeitz被任命为公司的CEO，他同时也是欧洲最年轻的上市企业总裁。从90年代末开始，JochenZeitz的领导下，彪马PUMA依靠游击营销战术成为世界运动服装市场的“爆发型品牌”。1993年到2001年，彪马PUMA的营业额增长了近两倍。2002年美国运动服饰市场总值78亿美元，而彪马的销售量同比增长了48%，达到1亿2100万美元。彪马PUMA公司被《品牌周刊》评为2002年“年度最佳营销品牌”，彪马PUMA公司的股票连续多年被评为德国市场上最值得投资的股票。 2、彪马公司目前在山西长治地区没有一家专卖或销售店，市场占有率、知名度、美誉度，还不是很高。目前，首先应解决好广告宣传问题、品牌宣传问题，但就目前我们应抓好广告宣传的力度及好的创意，使广告宣传的科学性、系统性、目的性更加合理、 规范 编程规范下载gsp规范下载钢格栅规范下载警徽规范下载建设厅规范下载 ，花少的钱，办大的事。另外市场调 研工作也应加强，只有搞好市场调查工作，才能准确的把握市场信息，便于决策、便于宣传。广告宣传要有创意、新意，广告宣传要准确，要找对卖点(USP)结合CI策划、形象策划共同来搞。媒体选择、宣传设计要有针对性。 三、战略规划: (一)长治彪马销售店的规划设想: 1、按公司规定选择黄金地段建立80平米以上营业面积的专买店，严格按规定设计好店貌，彪马标志(VI)视觉识别要有冲击力。 2、在做好广告宣传品牌推广的同时，2007年销售收入要达到150万元，2008年要达到300万元;营业达到300平米，并要形成年年上升的趋势。 3、从2007年---2009年彪马品牌在长治的体育用品、运动服装市场占有率要达到56%以上，知名度、美誉度，不断提高。 4、专卖店要建立详细的销售业务 管理制度 档案管理制度下载食品安全管理制度下载三类维修管理制度下载财务管理制度免费下载安全设施管理制度下载 和销售 方案 气瓶 现场处置方案 .pdf气瓶 现场处置方案 .doc见习基地管理方案.doc关于群访事件的化解方案建筑工地扬尘治理专项方案下载 ，设立客户销售档案，规范商业运作，确保销售利润。认真做好内部管理，确保彪马专买店的长久发展。 5、做好对抗竞争者的策略和 计划 项目进度计划表范例计划下载计划下载计划下载课程教学计划下载 。进货、销售、广告、物流、融资等方面，我们将制定详细的 工作计划 幼儿园家访工作计划关于小学学校工作计划班级工作计划中职财务部门工作计划下载关于学校后勤工作计划 ，以确保彪马品牌在长治地区的销售。 (二)市场战略设计: 1、战略策略:充分利用2008年在我国举办的奥运会的商业契机，积极塑造彪马品牌，不打价格战，只打功效牌，突出的特点、性能、品位;向全社会传播健康体育休闲理念和世界品牌的形象，塑造一个为社会负责，为广大用户考虑的高品质的形象、好品牌形象，为社会为人类造福的良好形象，从而吸引广大追求时尚前位的体育休闲服装爱好者。 2、战略步骤:树立强势品牌，做长治地区“老大”，强化品牌，做山西的彪马名店。 3、战略部署:以长治市为大本营，以长治县、襄垣等为重点市场。向工矿企业、各事业单位学校辐射，最后占领长治市48 %-56%的体育服装休闲用品市场，销售收入2007年要达到150万元，2008年达到260万-300万元人民币。 市场策略: 1、品牌形象定位:国际品牌，高档品位。 2、产品功能定位:世界运动服装，体育休闲，时尚前位。 彪马是德国第一大世界体育休闲运动服装品牌，质量好、品质高，这是产品定位的依据，也是实现竞争制胜的立足点。 怎样找到产品特征是消费者需求的吻合点,健康、高品质，价格，尊贵。从而消费者愿意接受。 3、消费人群定位: 我国20%是城市人口，长治市城市人口为160-170万，经济在不断提高，故应有针对性。消费群体应是18--40岁，有中等以上文化程度，家庭或个人收入较高的男性和女性(青年学deformation small; Dang engineering pile also for perfusion pile Shi, can synchronization construction, to construction conducive to organization, and convenient, and duration short; pile between gap easy caused soil erosion, special Shi in high level soft clay quality area, needed according to engineering conditions take note pulp, and cement mixing pile, and spin spray pile, construction measures to solution block water problem; Suitable for soft clayey and sandy areas, but construction should be used with caution in the gravel and pebbles; between pile and pile through the pile top beam and wall purlins into overall and thus relatively poor overall, as in important areas, special projects and large Foundation pit in excavation depth application requires special care. 2.1.6 steel piles using steel piles supporting the Foundation pit for temporary support features, construction convenient, short, finished construction in Foundation pit backfill after the channel pulled out, re-use, can minimize the cost of support. Used steel piles supporting a fatal weakness, that is impervious to water and small soil particles, and also called as high water precipitation or water, and the underground water level is high, water-rich geological conditions did not match. Flexural capacity of steel sheet pile supporting weaker excavation depth does not exceed 4m deflection of more general application. Obviously the soft water of Foundation pit excavation depth of geological conditions of 10m, and is located in the city centres of Flex ... Limited to, work hard, and it can take full advantage of building line the walls within a limited number of ground and space, can give full play to its economic benefits, in the course of construction, 生)。 消费群体的行为特征: 他们有理智型、冲动型、不定型、顺从型，认品牌，好跟风，他们有求美求新摆阔的特点，沟通中要充分利用这些特点。要按生活态度细分消费者。 四、广告策略: 1、电视广告创意: 广告诉求对象:企事业单位的白领和学校学生和有体育休闲服装爱好的青年人。 广告诉求点:国际品牌，彪马一穿，魅力非凡。 诉求支持点:彪马好品牌，休闲高品位。 广告口号:彪马一穿，魅力非凡。 风流倜傥， 彪马一族。 2、广告内容: 在长治市电视台及各县(主要的)，播放广告“彪马品牌，突显您的风格(采)”十个大字，然后下边小字写出“彪马专卖店，电话、地址等”。在长治日报、上党晚报等媒体做宣传广告，在市区做POP广告、灯箱广告、条幅广告等，让消费者了解彪马品牌，知道彪马专卖店的电话、地址。 五、营销策略: 1、营销理念: (1)品牌理念:运动休闲，帮你走向潇洒成功的事业。 (2)品牌基础:来自德国的国际运动品牌。 (3)营销理念:以现代最新整合营销理论为基础，传统与创新相结合，调动一切可以调动的手段，如:广告、公关、主题活动、促销、新闻宣传等，协调一致地为产品打开长治市场服务。 2、营销组合: A:价格政策: 消费者心中除了质量，最重要的就是价格了，那么彪马品牌价格要比同行业品牌的价格相一致或略高，走高档产品的经营策略。 B:广告与促销策略 1、广告创意策略系列:以感性诉求为主，以理性诉求为辅。 2、广告诉求目标:企事业、学校及有体育休闲服装爱好的人群。 3、广告发布原则:以硬广告为主，以软广告为辅。多搞POP广告、宣传画广告(张贴广告)、电视宣传广告、寄发式(DM)广告等。 4、促销策略原则:用常规方法加大产品的市场广度，用出奇制胜的手法，从竞争对手手中凸现出来，加大市场采纳深度。 C:渠道规则: 1、网络营销:在长治、襄垣等各县区设立彪马促销网点。 2、再行联销制，联络当地大商场设立彪马专柜。 3、渠道战术: 利用当地各县、区的广播电视台及大商场，以他们为基础宣传推广彪马产品。 D:主题活动: 1、主题活动的目的:塑造品牌形象，扩大知名度，提高美誉度。 2、主题活动创意原则:创新、双向沟通，紧紧把握城市消费者的时代脉膊，制造或引发社会热点，引导消费者。 deformation small; Dang engineering pile also for perfusion pile Shi, can synchronization construction, to construction conducive to organization, and convenient, and duration short; pile between gap easy caused soil erosion, special Shi in high level soft clay quality area, needed according to engineering conditions take note pulp, and cement mixing pile, and spin spray pile, construction measures to solution block water problem; Suitable for soft clayey and sandy areas, but construction should be used with caution in the gravel and pebbles; between pile and pile through the pile top beam and wall purlins into overall and thus relatively poor overall, as in important areas, special projects and large Foundation pit in excavation depth application requires special care. 2.1.6 steel piles using steel piles supporting the Foundation pit for temporary support features, construction convenient, short, finished construction in Foundation pit backfill after the channel pulled out, re-use, can minimize the cost of support. Used steel piles supporting a fatal weakness, that is impervious to water and small soil particles, and also called as high water precipitation or water, and the underground water level is high, water-rich geological conditions did not match. Flexural capacity of steel sheet pile supporting weaker excavation depth does not exceed 4m deflection of more general application. Obviously the soft water of Foundation pit excavation depth of geological conditions of 10m, and is located in the city centres of Flex ... Limited to, work hard, and it can take full advantage of building line the walls within a limited number of ground and space, can give full play to its economic benefits, in the course of construction, E:公关及形象活动 1、公关及形象活动目的:培养消费者品牌偏好，消除不良干扰因素。 2、公关及形象活动原则:轻易不做，做则做到圆满。疏通关系，联络感情，借各方力量，直接或间接地为产品拓展市场服务。 六、主题活动计划: 1、举办彪马产品进入长治专卖店新闻发布会。 、举办彪马产品进入长治入城仪式，并定期举行展销会。 2 3、在长治大中专院校中举办“彪马杯”体育运动项目比赛和运动服装模特比赛。 4、赞助长治市大型体育比赛，借舆论造势鼓舞人心，借送小纪念品收买人心;实行彪马品牌会员制销售方式拉住顾客。 5、具体我专卖销售店除做好以上工作外，还要制定详细的促销方案并经常不断地到各县市的繁化地区搞现场宣传，散发传单、宣传资料等工作，以增强彪马品牌在长治地区人们心目中的知名度和美誉度(以上主题活动具体方案另行策划)。 七、店面开办费用及广告宣传费用预算(略)。 八、结尾: 相信通过以上工作，彪马品牌一定能在长治地区大量销出，并不断提高彪马品牌的知名度和美誉度，长治彪马品牌专卖店也将成为山西省的一颗耀眼新星，屹立在上党大地。 策划:长治市瀛海咨询策划公司 电话:2228333 deformation small; Dang engineering pile also for perfusion pile Shi, can synchronization construction, to construction conducive to organization, and convenient, and duration short; pile between gap easy caused soil erosion, special Shi in high level soft clay quality area, needed according to engineering conditions take note pulp, and cement mixing pile, and spin spray pile, construction measures to solution block water problem; Suitable for soft clayey and sandy areas, but construction should be used with caution in the gravel and pebbles; between pile and pile through the pile top beam and wall purlins into overall and thus relatively poor overall, as in important areas, special projects and large Foundation pit in excavation depth application requires special care. 2.1.6 steel piles using steel piles supporting the Foundation pit for temporary support features, construction convenient, short, finished construction in Foundation pit backfill after the channel pulled out, re-use, can minimize the cost of support. Used steel piles supporting a fatal weakness, that is impervious to water and small soil particles, and also called as high water precipitation or water, and the underground water level is high, water-rich geological conditions did not match. Flexural capacity of steel sheet pile supporting weaker excavation depth does not exceed 4m deflection of more general application. Obviously the soft water of Foundation pit excavation depth of geological conditions of 10m, and is located in the city centres of Flex ... Limited to, work hard, and it can take full advantage of building line the walls within a limited number of ground and space, can give full play to its economic benefits, in the course of construction,