狠狠操网,91中文字幕在线观看,精品久久香蕉国产线看观看亚洲,亚洲haose在线观看

德芙廣告廣告詞

德芙廣告廣告詞(精選6篇)

德芙廣告廣告詞 篇1

  一、 前 言

  中國已經(jīng)進(jìn)入飛速發(fā)展的時(shí)代,經(jīng)濟(jì)騰飛,而中國的消費(fèi)者的生活水平在不斷的提高,消費(fèi)觀念也在不斷增強(qiáng)。中國糖果市場在中國食品市場中占據(jù)著重要的地位,而巧克力市場是中國糖果市場新興力量,從第一家國產(chǎn)巧克力企業(yè)創(chuàng)辦到今,不足二十年,在消費(fèi)觀念及消費(fèi)能力上不及西方國家。中國這一塊巧克力市場存在著很大的空缺!巧克力早已成為人們傳遞情感,享受美好的瞬間的首選佳品、可是,走進(jìn)商場,面對琳瑯滿目的各種品牌的巧克力,消費(fèi)者卻難以選擇,消費(fèi)都關(guān)心的不僅僅是一盒糖果,而是產(chǎn)品的品質(zhì)如何、口感如何、味道如何,更要求巧克力可以帶來特殊的感覺。

  二、市場分析

  巧克力市場已經(jīng)形成了幾個(gè)品牌占據(jù)市場主要份額的態(tài)勢,如今的巧克力市場早已經(jīng)告別了單一產(chǎn)品形式的時(shí)候,各種品牌、不同的口味令消費(fèi)者眼花。從總體的情況上看,在眾多的品牌中,“德芙”受到大家廣泛的歡迎,“吉百利”緊隨其后,國內(nèi)品牌產(chǎn)品除了“金帝”有較好的表現(xiàn)外,其他品牌的競爭狀態(tài)堪憂。調(diào)查顯示,女性對巧克力的偏好大于男性,年輕女性購買的傾向的頻率與年齡有較強(qiáng)的關(guān)聯(lián),年齡低的人群購買的頻率較高,高頻率的購買的比例呈現(xiàn)從低年齡逐步遞減的規(guī)律,低頻次的購買正好相反。孩子是巧克力消費(fèi)人群中極其重要的環(huán)節(jié),35歲以下的購買者自己消費(fèi)的巧克力比例很高,尤其是15-25歲的人群為自生消費(fèi)的主要群體,而35歲以上的消費(fèi)者購買的產(chǎn)品絕大部分都是為孩子購買,特別是35-45歲的人群,比例高達(dá)85%以上!

  調(diào)查顯示:國產(chǎn)品牌在郴州市場并不多見,國產(chǎn)的巧克力在質(zhì)量上不盡人意,只有不到5%的人認(rèn)為國產(chǎn)巧克力好吃,95%的人不知道有巧克力有國產(chǎn)品牌,國產(chǎn)巧克力即使在價(jià)格上比國外品牌要低的多,但大部分還是在市場下層,很少進(jìn)入高檔市場!

  三、競爭對手分析

  吉百利、金帝等產(chǎn)品較早的進(jìn)入市場.在消費(fèi)者心中有一定的份量. 在中國市場對巧克力產(chǎn)品銷量貢獻(xiàn)最大的是年節(jié)市場(中秋/圣誕/春節(jié)(情人節(jié)),這個(gè)市場的產(chǎn)品銷售恰好以禮品/禮盒為主?梢哉f在中國,金帝巧克力的銷量不是最大,但中國的禮品裝巧克力肯定是金帝的銷量最大。而“送禮”這種品牌訴求直到近兩年才深入人心現(xiàn)在不僅保健品可以送人,連調(diào)味品也有禮品裝了。正是憑著先行一步的優(yōu)勢,金帝很快后來居上,在去年金帝終于趕超了吉百利,位居行業(yè)第二,僅次于德芙。

  (1)金帝巧克力

  優(yōu)勢:

  1. 金帝較早的進(jìn)入市場,在消費(fèi)者心中有一定的份量。

  2. 中國的禮品裝巧克力金帝的銷量最大

  3. 國有企業(yè)優(yōu)勢

  4. 在國外生產(chǎn)的巧克力新鮮度不如在海內(nèi)生產(chǎn)的。假如是同一質(zhì)量的品牌產(chǎn)品,是有經(jīng)

  驗(yàn)的消費(fèi)者,能感覺到在中國生產(chǎn)的新鮮度要比進(jìn)口的產(chǎn)品好一些。

  劣勢:

  1. 作為國產(chǎn)品牌,輕易使部分消費(fèi)者質(zhì)疑。國產(chǎn)巧克力仍舊存在品牌少、口味單一的問

  題;巧克力加工設(shè)備選型不當(dāng)、配套設(shè)施不全;產(chǎn)品開發(fā)力量薄弱、產(chǎn)品更新?lián)Q代慢等問題,在整體形象上始終無法掙脫品質(zhì)口感不盡如人意,只能在低端市場徘徊的尷尬處境。

  2. 國有企業(yè)慣有。翰粚κ袌鲞M(jìn)行分析,盲目生產(chǎn)。

  3. 不進(jìn)行成本計(jì)算,生產(chǎn)效率低。成本高。

  市場定位:

  1. 產(chǎn)品的品牌形象:健康、活力

  2. 金帝廣告語:金帝巧克力 只給最愛的人

  (2)吉百利巧克力

  優(yōu)勢:

  1. 吉百利”(Cadbury)是英國歷史最悠久的巧克力品牌之一,也是英國最大的巧克力

  生產(chǎn)商。吉百利生產(chǎn)的巧克力屬于傳統(tǒng)的英國風(fēng)味。能夠吸引喜歡英國口味的消費(fèi)者。 2. 進(jìn)入中國市場較早。

  3. 吉百利巧克力含牛奶量高。只用鮮牛奶制造。

  4. 品種多樣。

  5. 包裝精美

  6. 生產(chǎn)技術(shù)先進(jìn),科技含量高

  劣勢:

  1. 屬于國際產(chǎn)品。對中國市場不太了解。

  市場定位:1. 產(chǎn)品廣告語:愛上與眾不同的你

  (3)德芙巧克力

  優(yōu)勢:

  1、好吃,味好,廣告好

  2、口感好

  3、巧克力味純

  4、味不太甜

  5、買慣了

  6、比較細(xì)膩

  7、到嘴就化了

  劣勢:

  1、價(jià)格有點(diǎn)偏高

  2、量少

  3、品種偏少,花樣不多

  4、口味膩

  5、上火

  市場定位:

  1、高檔巧克力市場

  2、產(chǎn)品廣告語:“得到你是我一生的幸福”(得福)

  四、廣告目標(biāo):提高產(chǎn)品知名度,擴(kuò)大產(chǎn)品銷售市場,提升產(chǎn)品銷售額

  五、廣告對象:

  1、15-25歲,特征:屬于快速消費(fèi)品,消費(fèi)行為具有經(jīng)常性,習(xí)慣性甚至依賴性,心理上有相互攀比的傾向,在思想、意識上還沒有形成模式和概念。

  2、正在戀愛或想戀愛的年輕男女們,由于節(jié)日的到來,他們會是購買的主要群體。

  六、廣告地區(qū):郴州市

  七、廣告創(chuàng)意:

  1、偶遇篇

  廣告語:得到你是我一生的幸福!

  八、廣告實(shí)施階段:20xx年12月22日-20xx年2月22日

  九、廣告媒體策略:

  1、主要以電視廣告為主,在黃金時(shí)段播出。

  2、網(wǎng)絡(luò)做宣傳,在郴州點(diǎn)擊頻率高的網(wǎng)站投放。

  3、報(bào)紙,流動車廂廣告,適時(shí)的公益活動。

  十、廣告預(yù)算:

  1、電視廣告及網(wǎng)絡(luò)宣傳共花費(fèi)3.2萬元。

  2、報(bào)紙、流動車廂廣告、適時(shí)的公益活動1.8萬元。

  十一、廣告效果預(yù)測

  廣告推出后將在原有基礎(chǔ)上提高35%的消費(fèi)者認(rèn)識本產(chǎn)品。

  十二、結(jié)束語:

  我認(rèn)為今后巧克力制品的發(fā)展將呈現(xiàn)七大趨勢:

  一是外形多樣,適合各種場合食用。如板塊式適合運(yùn)動時(shí)食用,小棒式適用于牛奶時(shí)食用等。

  二是制作師與設(shè)計(jì)師更加緊密的合作,使得產(chǎn)品的造型更為優(yōu)美。

  三是產(chǎn)品翻新,口味日益多樣化,水果型、植物型講廣泛的流行。

  四是講求營養(yǎng),巧克力制品中的礦物質(zhì)、維生素、生物堿和抗氧化劑含量講增加。 五是造型優(yōu)美的巧克力制品將成為點(diǎn)綴居室的一種擺設(shè)和藝術(shù)品、

  六是采用各種產(chǎn)品的組合式包裝,以勾起人們的購買欲望和品嘗欲望。

  七是巧克力博物館作為普及巧克力的知識的場所,將更多的涌現(xiàn)。

德芙廣告廣告詞 篇2

  德芙巧克力在市場上具有很高的品牌知名度,市場占有率為35%,知名度為80%。這樣的成績來自于德芙絲滑細(xì)膩的口感,精美的包裝,也來自于德芙的廣告宣傳工作。而以20xx年的電視廣告為開端,德芙在當(dāng)今日益激烈的市場環(huán)境中成功搏出位。經(jīng)典的電視廣告是其成功的重要因素。 德芙牛奶巧克力的魅力及純美品質(zhì)刻畫得絲絲入扣。其獨(dú)特的創(chuàng)意及制作拍攝技巧,也將德芙牛奶巧克力帶向了全新的境界。一連幾天看了好幾遍,每一遍給觀眾的感覺都很溫馨。一看這則廣告就知它的制作還是延續(xù)了德芙以往的優(yōu)雅氣質(zhì),主角還是采用美女,唯美的畫面,優(yōu)雅的音樂,明快的色彩,給人總的第一印象就是難以言喻的舒心。

  德芙巧克力是世界上最大寵物食品和休閑食品制造商美國跨國食品公司瑪氏公司在中國推出的系列產(chǎn)品之一,1989年進(jìn)入中國,1995年成為中國巧克力領(lǐng)導(dǎo)品牌,“牛奶香濃,絲般感受”成為經(jīng)典廣告語。

  德芙[Dove]名字詮釋

  D=Do

  O=you

  V=love

  E=me

  連起來就是do you love me

  創(chuàng)始人通過詮釋旨在提醒天下有情人,如果你愛他(她),急時(shí)讓你愛人知道這愛,并深深銘記。

  德芙巧克力絲滑篇

  在江邊沙灘的露天咖啡茶座上,女主人公一精致、知性氣質(zhì)出現(xiàn)。而旁邊俊秀、帥氣又彬彬有禮的男侍者微笑著站在一邊。女主人公放下手中的書,從手提包里拿出一塊德芙巧克力。伴隨著輕柔婉轉(zhuǎn)的聲音,她咬下一口德芙巧克力,在品嘗的同時(shí),從巧克力中滑出一條巧克力色絲綢輕輕的繞她流動。“愉悅一刻,更享德芙絲滑”的廣告語出現(xiàn)。(更多絲滑感受,更多愉悅驚醒)

  該廣告很好的延續(xù)了德芙廣告的經(jīng)典定位:“牛奶香濃,絲般感覺”。德芙廣告首創(chuàng)“絲感”概論,突出了巧克力細(xì)膩潤滑的感覺。

  用豐富的聯(lián)想,把這種感覺與絲綢輕柔潤膩的質(zhì)感結(jié)合,營造出舒適,優(yōu)雅浪漫的意境。而此片中的廣告詞“愉悅一刻更享絲滑”簡潔明快,緊扣廣告表現(xiàn)出的愉悅感。其次,整個(gè)廣告畫面間接,色彩淡雅,灰白色映存這巧克力的濃郁,情節(jié)簡單,卻讓人印象深刻。此廣告的背景音樂也為廣告加分不少,音樂營造的浪漫氣氛使主角享受著巧克力帶來的愉悅感受的同時(shí),觀眾也伴隨著醉人的音樂感受生活的浪漫。最后廣告很有情趣的戰(zhàn)線,給人唯美的感受,片子性感的女人,被吸引的男侍者,沒有對話,但自始至終兩人間的牽引,很顯然,就好似巧克力濃郁的口感。

  讓你覺得只要吃一塊德芙,生活就會更加美好,可以是在閱讀的時(shí)候,也可以是在聽音樂的時(shí)候„„將產(chǎn)品與一中高質(zhì)量的生活聯(lián)系起來,不僅突出產(chǎn)品的特征也展現(xiàn)了生活的趣味。

德芙廣告廣告詞 篇3

  - milk fragrant, silky feel

  Description:

  From a sky flying birds began, the background music sounded, the camera turned to the balcony is reading a woman, a fashionable sexy white-collar women, male patrons of the terrace cafe's eyes have been falling on her, the woman took out the chocolate action Smooth, a piece into the mouth, the picture into a blend of milk and chocolate scene, and then close-up products, background music soft and comfortable highlights the delicate silky chocolate feel. Smooth silky feeling from the mouth continued to the side, brown light around the woman bare side of Xiangjian, and then wind the breeze in the stroked book page on the back of the hand, the last gently around the walk in the Male paternity, a woman's face a sweet smile, immersed in reading and Dove brought pleasure. Silk finally opened, the middle line of the word picture: pleasure moment, but also enjoy silk slippery. At the same time low, emotional monologue sounded: pleasure moment, more enjoy Durs silky. Compatibility: "Dove" ad "milk fragrant, silky feel", the delicate and smooth feeling of chocolate to describe with silk, silk texture and taste of pure chocolate analogy, imagine. Dove ad first "silk sense" Introduction, highlighting the delicate and smooth chocolate feeling. Rich, and enhance the advertising expression.

  relationship:

  The entire advertising picture screen simple, elegant color, gray light against the background of the rich chocolate, the plot is simple, but impressive. This advertising background music is also a lot of extra points in advertising, music, romantic atmosphere to make the protagonist to enjoy the pleasure of chocolate, the audience is accompanied by intoxicating music experience romantic life. Advertising is very interesting to show, giving the aesthetic feeling, so you think as long as eating a Dove, life will be more wonderful, can be reading time, it can be time to listen to music, "" with a product Quality of life linked to not only highlight the characteristics of the product also shows the fun of life.

  Similarity:

  Chocolate seems to have become people to pass the emotion, to enjoy the best moment to share. Love is a good thing, chocolate and flowers are now to become the symbol of love, the typical expression. See the chocolate people will think of love.Relative relationship: Although the advertising is not known to the big star, but it uses the beauty of the contrary can reflect the beauty of advertising. In the sexy woman, attracted male waiter, no dialogue, but from beginning to end the traction between the two is very clear, like chocolate rich taste. Silky feeling, half refers to the taste of people, the other half is a comprehensive sensory experience when people eat chocolate, including the pleasant mood, ecstasy of the spiritual level of feelings. "Dove silky feeling" is a spiritual call, wake up the public positive taste Dove taste and spirit of the double enjoyment of interest.

  Irrelevant:

  The success of this commercials is not only creative ideas, but also technical achievements, of course, not less advanced special photographic equipment and technology to help. Because before you use a special camera, you see a rapid rotation of the chocolate sea, there is no

  What the magic at all, the need for a wealth of imagination Caixing. The picture is inverted milk as usual milk down as simple as fast, when in the photo-sonics lens capture, in order to show the beauty of slowly rotating movement; and very exciting chocolate stirred the crown screen, the magic charm is In this 35 mm camera, 360-cell high-speed per second under the show its unique charm. These special equipment and techniques have played a magical effect in the entire filming process using 50 different materials, as is to show as Dove milk chocolate product itself, high-quality texture, through the picture to convey the characteristics of that product And the visual appeal, like to eat Dove milk chocolate experience as unforgettable.

德芙廣告廣告詞 篇4

  1, milk fragrant thick, silky feel - Dove chocolate

  2, heart with heart, pleasure silky, pleasure anytime, anywhere, enjoy the joy of the heart anytime, anywhere - Dove chocolate

  3, found that the new Dove more silky feel more pleasant surprise - Dove chocolate

  4, to get you is the happiness of my life - Dove chocolate

  Chocolate classic ad:

  Advertising is the soul of an advertisement is the main tool to seduce the reader, after a US survey shows that the average person looking at the title to see the full text of the ad 5 times. Can see the importance of advertising.Here are the advertisements we provide to you for your reference:

  Give a friend a box of friends Chocolate ----- You will soon understand why people call it "friend of the messenger."

  Accompanied by loved ones, as well as the Emperor "" Jindi chocolate

  Piece mellow and delicious, and always accompanied by health! Shanghai Amy think chocolate

  Heart of the transmission, do in Amy! Shanghai Amy chocolate

  Milk - rich farmers, silky feel ---- Dove Chocolate. British Dove chocolate

  In the world of communication, only music and chocolate are not limited by the language.

  Meiji chocolate: taste of the tip, the praise of the youth broadcaster. Japan's Meiji chocolate smart people treat friends of the top grade. Swiss chocolate company

  Only soluble in the mouth, do not dissolve in the hand. Swiss chocolate company

  The Swiss Chocolate Company comes in handy, and the taste is endless. The Royal Confectionery Company

  It has a wonderful heart inside

  You do have the best identification of the British Royal candy company

  Each box is full of happiness

  If she is still cold and cold, and may wish to send a box of savior chocolate try. Only dissolve in the mouth, insoluble in the hand. M & m's chocolate candy

  The next payday also? Pay-day nut chocolate

  And not just sweet "" Nestle chocolate

  Nestle chocolate

  "Nestle" in your heart. Nestle chocolate

德芙廣告廣告詞 篇5

  Dove chocolate ad: milk fragrant, silky feel!

  Dove chocolate has become the people to pass the emotion, to enjoy the best moment to share. However, into the mall, the face of an assortment of brands, consumers are difficult to choose. The face of too many choices, consumers are not just concerned about a box of candy, but the quality of the product how, taste how, taste. Dove just to meet the consumers of the whole box of chocolate can bring extraordinary experience. Dove chocolate is born for love. The story began in the 40s of last century, one day the Greek-American Leon to see his son is on the street,

  Despite the safety hot pursuit of a truck selling ice cream in the back, out of concern for his son's safety, in order not to allow his son to buy an ice cream and run on the road, the Chicago candy shop owner decided to develop a quality chocolate ice cream. After a few months of product formulations continue to adjust and improve, the love and health of high-quality ice cream has finally come out, and was Leon named Dove. A launch on the critically acclaimed, like its consumers flocked to an endless stream. It is the tireless pursuit of quality improvement, it created a Dove chocolate mellow taste and silky smooth taste. Because of this, more and more people around the world fell in love with Dove chocolate. In the face of increasingly sophisticated consumers, Aifen food companies not only go all out to develop high-quality Dove milk chocolate, and innovation and change each year, hoping to give consumers a better experience, advertising is no exception. From last year's "listen to Dusi language", this year even more to the planning, to a unique creative and unique production technology to shoot, bring consumers new advertising --- swirl articles, feel like a new realm of silky feeling. When the deep, emotional narration, with the beautiful singing music, gradually lead to slowly rotating chocolate vortex, it has a silky texture, such as the spring-like smooth rhythm; this out-and-out vortex constantly rotating, plus Pure milk to join, add the wonderful combination of milk, like dancing a slow version of the jazz dance in general melodious and moving, it renders the wonderful feelings to attract you into a pure milk chocolate Chocolate Dove chocolate story is: you love me Dove chocolate on the packaging of the dove.

  Dove in Chinese

  Is the dove, and the meaning of peace.

  It represents the lover of you: Valentine's skin that you feel smooth, shiny hair, is a lovely little princess little prince, the other wanted to protect you, you touch the move. Dove chocolate is a wonderful experience, shooting chocolate is a challenge. The advertising creative from the Delta high advertising, commissioned by the British senior director Michael Anderson led the production. The success of this commercial film is not only creative ideas, but also technical achievements; of course, less advanced special photographic equipment and technology to help. Because before you use a special camera, you see a rapid rotation of the chocolate sea, there is no magic at all, requires a wealth of imagination Caixing. The picture is inverted milk, the process is as simple as the usual milk down fast, when the photo-sonics lens capture, in order to show the beauty of slowly rotating movement; and very impressive Dove chocolate crown images, magicalThe charm is in this Chinese Taiwan 35 mm camera, 360 grid per second under high-speed, it shows its unique charm. These special equipment and techniques have played a magical effect in the entire filming process using 50 different materials, as is to show as Dove milk chocolate product itself, high-quality texture, through the picture to convey the characteristics of that product And the visual appeal, like to eat Dove milk chocolate experience as unforgettable. Effing Foods will premiere this new TV commercial in 12 major cities in China on November 4, 20xx.

  The TV film will be Dove milk chocolate charm and pure quality characterization was inquisitive. As its advertising language described in the "milk fragrant, silky feel" is so attractive. The unique creative and production of shooting skills, as will be the leading brand of milk chocolate with a new realm.

德芙廣告廣告詞 篇6

  一、德芙巧克力的簡介

  德芙=DOVE

  D=DO

  O=YOU

  V=LOVE

  E=ME

  連起來是 DO YOU LOVE ME = 你愛我嗎

  DOVE的中文翻譯是鴿子,還有和平的含義。 德芙中文諧音“得福”(即得到幸福)。

  德芙巧克力是世界最大寵物食品和休閑食品制造商美國跨國食品公司瑪氏(Mars)公司在中國推出的系列產(chǎn)品之一,是瑪氏食品公司旗下的巧克力品牌名稱,品牌名稱源自一家1956年所成立的芝加哥糖果商店,1985年開始進(jìn)入全美市場。1986年被瑪氏食品收購。1989年進(jìn)入中國,于1993年進(jìn)入中國大陸市場,1995年成為中國巧克力領(lǐng)導(dǎo)品牌,“牛奶香濃,絲般感受”成為經(jīng)典廣告語。 德芙巧克力、玫瑰鮮花和胡莊玫瑰花球,早已成為人們傳遞情感、享受美好瞬間的首選佳品。

  德芙巧克力品種豐富,包括果仁巧克力、絲滑牛奶巧克力、榛仁葡萄干巧克力、杏仁牛奶巧克力、摩卡榛仁巧克力、榛子醬夾心巧克力等。德芙巧克力已成為人們傳遞情感、享受美好瞬間的首選佳品。 瑪氏公司生產(chǎn)與銷售多種商品,從糖果、寵物食品,到加工巧克力,產(chǎn)品行銷全球,顧客遍及100多個(gè)國家。瑪氏公司雖然是一跨國企業(yè),但目前仍由家族掌控,并由企業(yè)家第三代,約翰、小弗瑞斯特與杰奎琳瑪氏(John,F(xiàn)orrest Jr.& Jacqueline Mars)負(fù)責(zé)經(jīng)營。 瑪氏公司的經(jīng)營項(xiàng)目包括點(diǎn)心類食品(M&Ms巧克力、士力架〈Snickers〉、德芙巧克力〈Dove〉、彩虹糖〈Skittles〉,等等),主食類食品(包裝米、面團(tuán)、醬料),寵物食品(偉嘉〈Whiskas〉、寶路〈Pedigree〉和西莎〈Cesar〉),飲料(自動零售機(jī)飲料),電子產(chǎn)品(自動支付系統(tǒng)),以及信息科技等。

  二、產(chǎn)品特征分析

  1、概述

  巧克力是以可可粉為主要原料制成的一種甜食。它不但口感細(xì)膩甜美,而且還具有一股濃郁的香氣。巧克力可以直接食用,也可被用來制作蛋糕、冰激凌等。在浪漫的情人節(jié),它更是表達(dá)愛情少不了的主角。

  巧克力體積小,發(fā)熱多,味甜可口。研究發(fā)現(xiàn),巧克力中含有紅葡萄酒中所含有的抗氧化物。,脂肪、碳水化合物等其他成分與巧克力相近,都是以可可粉為主要原料制成的。

  2、產(chǎn)品優(yōu)勢

 、.口感好;②.巧克力味純;③.買慣了;④.到嘴就化了 ⑤.口味好,滑潤;⑥.比較細(xì)膩;⑦.含熱量多;⑧.不膩口; ⑨.包裝采用歐美風(fēng)格設(shè)計(jì),非常精美。

  3、產(chǎn)品劣勢

 、.價(jià)格高;②.太甜;③.上火;④.品種少,花樣不多;⑤.不容易保存;⑥.塊大,不方便;⑦.量少;⑧.口味膩。

  三、市場競爭對手分析

  調(diào)查結(jié)果顯示,在消費(fèi)者吃過的巧克力品牌中除德芙以87.5%位居第一外,國產(chǎn)巧克力品牌金帝以34.2%排名第二位。金帝巧克力憑借中高檔品牌定位,產(chǎn)品口感好等特點(diǎn),在消費(fèi)者心中的知名度處于快速上升態(tài)勢。

  德芙巧克力與金帝巧克力的比較

  金帝在市場競爭中的優(yōu)勢:

  準(zhǔn)確的市場定位,引得了年輕人對巧克力的青睞,金帝抓住了這個(gè)市場,取得了不錯(cuò)的銷售成績。

  細(xì)分市場擴(kuò)大,金帝巧克力提出了“金帝巧克力,只給最愛的人”這樣一個(gè)極富人情味的廣告語,并且正日益深入人 心。因此,金帝的市場不斷在拓展,業(yè)績在不斷地飆升。

  金帝巧克力的歐派風(fēng)味獨(dú)特,質(zhì)量更是優(yōu)良 ,并且價(jià)格低于德芙。

  金帝在市場競爭中的劣勢:

  品牌意識薄弱 ,德芙在中國市場的策略更具侵略性,在市場上采取了更為激進(jìn)的市場行為,明顯加大了中國市場的投入 。

  包裝欠缺,金帝的包裝在視覺識別上遠(yuǎn)不及一些國外產(chǎn)品

  銷售渠道有限 ,最多的是超市銷售,在其他渠道上的銷售欠缺。 廣告宣傳力度單薄

  金帝巧克力在廣告宣傳的力度上還顯得比較單薄,對于一些大型媒體利用的程度不是很高。在一些固定性的節(jié)日到來之前的宣傳促銷活動做的很少。

  四、 德芙的綜合優(yōu)劣勢

  優(yōu)勢:

  品牌優(yōu)勢:品牌是消費(fèi)者和產(chǎn)品之間的完全體驗(yàn),它是消費(fèi)者的個(gè)性化選擇,同時(shí)品牌又代表的高品質(zhì)和高知名度、美譽(yù)度等。

  德芙在中國市場已經(jīng)樹立了一定的品牌形象。

  德芙較早的進(jìn)入市場,在消費(fèi)者心中有一定的份量。

  質(zhì)量優(yōu)勢:采用最優(yōu)質(zhì)的純天然可可液和可可脂精心配置而成的德芙巧克力,其各項(xiàng)指標(biāo)都達(dá)到歐洲最高標(biāo)準(zhǔn)。

  生產(chǎn)技術(shù)優(yōu)勢

  劣勢:

  本身缺乏對中國市場的了解:表現(xiàn)在對中國市場流通體系、市場結(jié)構(gòu)、中小城市分銷渠道與形式、地域差異、消費(fèi)心理、消費(fèi)行為、飲食文化、口味差異等和把握上不夠全面、詳細(xì)和真實(shí)。

  消費(fèi)者對巧克力的誤解:由于對巧克力了解不夠充分,消費(fèi)者普遍存在著巧克力是高糖、高熱量的糖果,不僅會使身體發(fā)胖,還會導(dǎo)致心血管疾病、糖尿病等錯(cuò)誤的認(rèn)識,致使部分消費(fèi)者想吃,但又不敢吃、怕吃。

  五、 廣告訴求策略

  1、訴求對象

  16--45歲此年齡段的情侶或夫妻,他們正處于精力充沛.戀愛時(shí)比較注重浪漫,尤其年齡在16-28歲的情侶更為主要對象。

  2、訴求重點(diǎn)

  讓德芙巧克力“牛奶香滑,絲般感受”更加深入人心。

  六、 廣告目標(biāo)策略

  提高消費(fèi)者購買興趣,增強(qiáng)消費(fèi)者的品牌意識,使消費(fèi)者看了或聽了廣告之后,對產(chǎn)品的特點(diǎn)有一個(gè)比較清楚的認(rèn)識與了解.激起經(jīng)濟(jì)規(guī)律下的購買欲望。

  七、 廣告?zhèn)鬟_(dá)策略

  1、媒介策略

 、僖蚤L春的雜志廣告為主,向目標(biāo)消費(fèi)者傳達(dá)有關(guān)產(chǎn)品同時(shí)將各種促銷活動的內(nèi)容及時(shí)告知消費(fèi)者。

 、谕瑫r(shí)在長春市各大超市德芙專柜張貼活動海報(bào),讓消費(fèi)者做出及時(shí)的購買行為。

  2、媒體選擇

  1、《新文化報(bào)》,它在長春市覆蓋范圍最大,各事業(yè)單位均有訂購,廣告費(fèi)也很低,因而具有很高的性價(jià)比。

  2、《城市晚報(bào)》,它是長春市頗受歡迎的消費(fèi)雜志,許多青年朋友都很喜歡而且以該雜志為購物指導(dǎo)和生活指標(biāo)。

  3、廣告發(fā)布頻率

  在廣告開始的10天內(nèi)持續(xù)發(fā)布廣告,保持廣告的持續(xù)性,起到持續(xù)的說服和提醒作用。

  4、廣告主題:“我的廣告你做主”

  5、活動創(chuàng)意

  ①地點(diǎn):長春市各大超市和各大廣場

 、跁r(shí)間:20xx年情人節(jié)期間

 、蹆(nèi)容:在超市和廣場的重要路口放置數(shù)臺全身大頭貼機(jī)器,任顧客免費(fèi)取用,用自己的照片和頭腦為德芙巧克力設(shè)計(jì)創(chuàng)意海報(bào),優(yōu)秀者可獲得精美禮品一份,并可將海報(bào)打印,以留作紀(jì)念。

 、芑顒蛹(xì)節(jié)補(bǔ)充:可同時(shí)陳列有關(guān)德芙巧克力種類和各處德芙巧克力專賣店的海報(bào),順便進(jìn)行宣傳,使情侶們更準(zhǔn)確地了解德芙產(chǎn)品。并開展免費(fèi)試吃,禮品贈送等輔助活動。

版權(quán)聲明:本文內(nèi)容由互聯(lián)網(wǎng)用戶自發(fā)貢獻(xiàn),該文觀點(diǎn)僅代表作者本人。本站僅提供信息存儲空間服務(wù),不擁有所有權(quán),不承擔(dān)相關(guān)法律責(zé)任。如發(fā)現(xiàn)本站有涉嫌抄襲侵權(quán)/違法違規(guī)的內(nèi)容, 請發(fā)送郵件至 yyfangchan@163.com (舉報(bào)時(shí)請帶上具體的網(wǎng)址) 舉報(bào),一經(jīng)查實(shí),本站將立刻刪除