产品策划书提纲

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（Porter’sfiveforces分析模型）营销分析（AnsoffMatrix分析模型）ValuechainanalysisFinally，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(strategicanalysis)Structure1. Contents2. ExecutiveSummary• Anoverviewofthewholestrategicreviewcontainedwithinthereport.- Abstract(bulletpointstyle) KeyFindings RecommendationsdiscussedStrategicReview3. Introduction- DescriptionofCompany:keytrends,marketshare/position,profits,etc.Nohistory/background4. Astrategicanalysisoftheorganisation• EnvironmentalAnalysis- Usesubsectionswithheadings PESTEL Porter’s5Forces(usetextboxes,takeawholepage) StrategicGroupAnalysis IndustryLifeCycle• ResourcesandCompetenciesAnalysis ValueChainAnalysis VRINtoshowappreciationofcompetitiveadvantage FunctionalAnalysis SWOTorTOWSmatrixand/oransoff’smatrixtogeneratestrategicoptions

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）TheCommunicationsBriefBackground:Usuallycoversthebusinessandmarketingcontextandwhythetaskisimportant.MarketingandSalesObjectives:Theseshouldbe“SMART”.Brand:Thismightincludebrandidentity,brandvision,brandstatus,brandvalues,brandpersonality.Previouslearning:Thissectionshouldconsiderwhathasbeenimplementedandachievedinthepast.MAINCOMMUNICATIONBRIEFIssue/problem:Anewproductusenewtechnologyanddesign,whichareaBraun-EngineeredPowerTrimmerwiththreeslimcombsthatmaneuvreeffortlesslythroughhair,trimmingevenlyatthreecustomlengths,forhelpingmaletoachieveincredibleclosenessandcomfort.Communicationobjectives:wewanttochangeconsumer’sattitudesforusingpowertrimmer,whichiswater-lightandtotallysafetouseinwetenvironment,andincreaseawarenessofmanskinandmotivatedtoensurehehaswelltakencareofit.Moreover,wewanttoencouragecustomerstostartusingittodesigntheirlook.Targetaudience:targetedatGenXandGenY,notbabyBoomers.Consumerinsights:Whilemalemaynotbeametro-sexualoraretro-sexual,today’smanisbecomingmoreawareofhisskinandmotivatedtoensurehe’swelltakencareof.Brandimperatives:Whataretheimportantfeatures?Whatisthepointofcompetitiveadvantage?Whatisthebrand’spositionrelativetothecompetition?Whatisthebrand’spersonalityand/orimage?Keymessage/proposition:It’satidyandspeedyproposition.Itisconvenienceformaletotakeagoodcarewiththeirlookbyusingnewwaterproofelectricshaver.Support:Whatisthereasontobelievetheproposition?Creativedirection:Howcanwestimulatethedesiredresponse?(MessageStrategy)Mediaimperative:Where,whenandhowshouldweconveythemessage?(MediaStrategy)Timings/keydates:Mayincludeprojecttimelinesaswellastimingforresponse.Responsemechanisms:Con