奥利奥广告营销策划方案

奥利奥广告营销策划方案

奥利奥广告营销策划案二

类别:营销策划食品行业标签: 策划方案营销策划活动方案活动提案

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七、执行方案:

以“奥利奥100周年庆典”为主题设计主题活动——玩转我的童真生活。

(一)官网

1、在主题官网会设立“亲子贴士吧”在这里，会有专业的亲自专家发布相关的小贴士和互动活动。在这里每位家长都能对于孩子教育的相关问题进行讨论。希望通过这个方式，增强彼此间的交流，获得更多的咨询。

2、每个月都会设立不同的主题活动，每个主题活动下都会设计6个小游戏，每个游戏都是合适亲子间的互动活动并且带有一定“复古”意味，使每个母亲、父亲在陪伴孩子玩游戏时还是能够回味儿时的游戏的快乐。每通关一次，就可以获得一个奥利奥卡通钱币。根据获得钱币的数量可以兑换相应的奖励。

6、7、8三个月设立不同的主题月活动

6月:

每天都是儿童节

6月是幸福快乐的一个月

想起儿时的你我是否每年都在期待着儿童节那一天

美好的回忆留在脑海

想起儿时的童真真想挽留住当时的时光

转眼间以我也已为父母

更多的是希望自己的孩子能健康幸福

他们更多希望的是爸爸妈妈陪在身边

一起玩乐、一起游戏

你是否也想圆了他们的希望同时也圆了自己的梦

带上那份艾滋之心跟他们一起游戏

有你有他有一个幸福的家

he scope of medical imaging society of knowledge, familiar with knowledge related to the field of medical imaging and clinical clear medical imaging in the clinical diagnosis value and limit. Understand the routine procedures and contents of these professional groups; (2) in the master on the basis of expertise, familiarity with medical imaging in the diagnosis of common clinical manifestations (symptoms, signs, and laboratory tests), they clearly value in diagnosis and differential diagnosis of these lesions. (3) suitable for imaging interventional therapy and nuclear medicine in the treatment of a variety of clinical manifestations of the disease, which covered a variety of treatment methods and applications. 2. basic requirements (1) intervention (3 months) be familiar with the principles of basic theory and application of Interventional Radiology, the basic techniques of Interventional Radiology, interventional surgical indications and contraindications, and perioperative management of various types of interventions. (2) Department of internal medicine and related: require regular visits and physical examination techniques, and familiarity with the clinical diseases listed in the following table, physical signs, laboratory

testing and diagnosis, in particular, to master a variety of first aid. Learning disease species requirements: System disease species breathing, and circulatory system bronchial expansion, bacteria sex pneumonia, Lung abscess, tuberculosis, lung cancer rheumatic heart valve disease, coronary heart disease, pericarditis Digest, and urinary system endocrine system Digest road Ulcer (stomach, and duodenal ulcer), Digest road tumor (gastric cancer, and knot rectal cancer), cirrhosis, 每天都是儿童节

游戏一:跳房子谁厉害游戏二:跳皮筋我在行

游戏三:纸飞机飞啊飞游戏四:我是神枪手(射击比赛)

7月:

我们放假了

7月虽然炎热，但是放假了

更多的自由时间可以去支配

呆在家里的孩子是不是渴望一个丰富有趣的假期生活呢爸爸妈妈是不是也开

始在制定孩子的假期计划来一场小小的庆祝

或是准备一顿家庭晚餐

偷闲一刻的下午茶或是品一段宁静阳光

陪在孩子身边

慢慢回味这美好的一刻

无论何时何地

感受亲情所带来的温馨感是世间最幸福的事

游戏一:我是小小科学家(科学实验) 游戏二:河边钓鱼(模拟电子捕鱼)

游戏三:诗词歌赋我精通 (填诗词) 游戏四:一二三木头人

8月:

8月热辣辣

he scope of medical imaging society of knowledge, familiar with knowledge related to the field of medical imaging and clinical clear medical imaging in the clinical diagnosis value and limit. Understand the routine procedures and contents of these professional groups; (2) in the master on the basis of expertise, familiarity with medical imaging in the diagnosis of common clinical manifestations (symptoms, signs, and laboratory tests), they clearly value in diagnosis and differential diagnosis of these lesions. (3) suitable for imaging interventional therapy and nuclear medicine in the treatment of a variety of clinical manifestations of the disease, which covered a variety of treatment methods and applications. 2. basic requirements (1) intervention (3 months) be familiar with the principles of basic theory and application of Interventional Radiology, the basic techniques of Interventional Radiology, interventional surgical indications and contraindications, and perioperative management of various types of interventions. (2) Department of internal medicine and related: require regular visits and physical examination techniques, and familiarity with the clinical diseases listed in the following table, physical signs, laboratory testing and diagnosis, in particular, to master a variety of first aid. Learning disease species requirements: System disease species breathing, and circulatory system bronchial expansion, bacteria sex pneumonia, Lung abscess, tuberculosis, lung cancer rheumatic heart valve disease,

coronary heart disease, pericarditis Digest, and urinary system endocrine system Digest road Ulcer (stomach, and duodenal ulcer), Digest road tumor (gastric cancer, and knot rectal cancer), cirrhosis, 每个孩子都是艺术家

孩子把过多的时间放在考试和学习上

父母也忙于工作

我们慢慢忽视了他们的才能

让孩子做会自己，从未如此困难

让父母做会孩子，从未如此重要

其实，假期多陪陪孩子

多一份的陪伴

多一分的甜蜜

简单、温馨的童真时刻

放飞“大孩子”和“小孩子”的梦

还我一个真实的童年

游戏一:石头剪刀布游戏二:童真变变变

游戏三:童心看世界(世界地理文化拼图) 游戏四:童年七巧板

3、跟腾讯网合作将腾讯网的相关产品作为活动的奖励。

官网会每周会更新卡通币的排名顺序，获得相应卡通币的参与者可以兑换相应的奖励，通过手机应用软件获得的卡通币也能很网络获得一起使用。

卡通币 30 50 100 300

无限量每天100个每天100个每天100个奖品

QQ秀挂件 QQ套装一个月 QQ皮肤一个月黄钻一个月卡通币 500 1500 1600 2000 奖品淘宝奥利奥官方旗舰店抵用卷10元每天 10个每天10个每天10个

he scope of medical imaging society of knowledge, familiar with knowledge related to the field of medical imaging and clinical clear medical imaging in the clinical diagnosis value and limit. Understand the routine procedures and contents of these professional groups; (2) in the master on the basis of expertise, familiarity with medical imaging in the diagnosis of common clinical manifestations (symptoms, signs, and laboratory tests), they clearly value in diagnosis and differential diagnosis of these lesions. (3) suitable for imaging interventional therapy and nuclear medicine in the treatment of a variety of clinical manifestations of the disease, which covered a variety of treatment methods and applications. 2. basic requirements (1) intervention (3 months) be familiar with the principles of basic theory and application of Interventional Radiology, the basic techniques of Interventional Radiology, interventional surgical indications and contraindications, and perioperative management of various types of interventions. (2) Department of internal medicine and related: require regular visits and physical examination techniques, and familiarity with the clinical diseases listed in the following table, physical signs, laboratory testing and diagnosis, in particular, to master a variety of first aid. Learning disease species requirements: System disease species breathing, and circulatory system bronchial expansion, bacteria sex pneumonia, Lung abscess, tuberculosis, lung cancer rheumatic heart valve disease, coronary heart disease, pericarditis Digest, and urinary system

endocrine system Digest road Ulcer (stomach, and duodenal ulcer), Digest road tumor (gastric cancer, and knot rectal cancer), cirrhosis, 限量版纪念U盘限量版书包限量版手表

4、每月获得积分第一名的幸运者会获得全家赴香港迪斯尼乐园的机会。并全

程拍摄他们的游玩过程，并及时的发布到微博和官网进行宣传。

持续3个月的活动结束后，将获奖的3个家庭游玩时的照片配以文字，进行后续的宣传。

(二)手机应用软件:

时间:6月1日——8月31日

设计跟官网相同的小游戏，通过联网的形式，将用户在手机上的积分与网络游戏积分相联系。将该软件发布到奥利奥官网，人人网、QQ、等各种软件下载网站，供大家免费下载。

(三)快乐大篷车实体活动

时间:6月1日——8月31日。

地点:选择30个中型城市繁华的市中心，开展主题为—玩转我的童真生活宣传活动一共2个小分队，每个分队负责15个城市。

活动现场以游戏互动为主，将官网上的活动真是的展现在活动现场，吸引小朋友和年轻人参加，感受童年游戏的乐趣，并赠送小礼品或价值3元的购物抵用。向他们宣传网上的游戏活动希望他们能够加入到奥利奥这次100年庆典系列活动，感受奥利奥所带来的乐趣。于此同时，在活动现场设立购买区，通过现场氛围带动销量。

(四)微博

时间:4月15日——10月1日

作为新兴的传播媒介，将微博作为及时发布活动信息的主要平台之一，在这里可以设立以下几个板块作为跟粉丝交流的内容:

每个月的主题活动、

游戏内容

获奖者游玩迪斯尼的照片、

各种亲子知识、

快乐大篷车活动

100留言(发布跟100有关的奇闻趣事、意义深刻的故事等)

he scope of medical imaging society of knowledge, familiar with knowledge related to the field of medical imaging and clinical clear medical imaging in the clinical diagnosis value and limit. Understand the routine procedures and contents of these professional groups; (2) in the master on the basis of expertise, familiarity with medical imaging

in the diagnosis of common clinical manifestations (symptoms, signs, and laboratory tests), they clearly value in diagnosis and differential diagnosis of these lesions. (3) suitable for imaging interventional therapy and nuclear medicine in the treatment of a variety of clinical manifestations of the disease, which covered a variety of treatment methods and applications. 2. basic requirements (1) intervention (3 months) be familiar with the principles of basic theory and application of Interventional Radiology, the basic techniques of Interventional Radiology, interventional surgical indications and contraindications, and perioperative management of various types of interventions. (2) Department of internal medicine and related: require regular visits and

physical examination techniques, and familiarity with the clinical diseases listed in the following table, physical signs, laboratory testing and diagnosis, in particular, to master a variety of first aid. Learning disease species requirements: System disease species breathing, and circulatory system bronchial expansion, bacteria sex pneumonia, Lung abscess, tuberculosis, lung cancer rheumatic heart valve disease, coronary heart disease, pericarditis Digest, and urinary system endocrine system Digest road Ulcer (stomach, and duodenal ulcer), Digest road tumor (gastric cancer, and knot rectal cancer), cirrhosis, 时间安排:

4月15日——5月31日主要对本次活动进行前期的宣传

6月1日——8月31日主要对活动进行时信息的发布

9月1日——10月1日活动结束后的持续宣传，对本次活动的成果进行展示(五)网络广告:

时间:2012年5月1日——2012年8月31日

每天播放3次

各大门户网站如人人网、腾讯网、新浪等大型网站页面占据小窗口。

(六)互式路牌:

时间:2012年2月15日——2012年10月15日

地点:选择大中型城市的繁华中心进行投放

选用时下流行的交互式的路牌广告形式，形式新颖独特。制作“奥利奥100周年蛋糕”路牌。通过按动按钮，

为“蛋糕”吹灭蜡烛，送上祝福。

(七)电视广告:

时间:2012年3月1日——2012年4月15日

中央电视台儿童频道安徽卫视贵州卫视河南卫视辽宁卫视四川卫视每天播出1次。

主推:奥利奥100年。

时间:2012年5月15日——2012年8月31日

中央电视台儿童频道安徽卫视贵州卫视河南卫视辽宁卫视四川卫视电视广告每周播出 4次,在周四、五、六、日播出。

主推:以“奥利奥100周年庆典”为主题设计主题活动——玩转我的童真生

活。

可视媒体:

时间:2012年5月15日——2012年8月31日

主要在巴士在线广告、食堂广告

主推:以“奥利奥100周年庆典”为主题设计主题活动——玩转我的童真生

活。 he scope of medical imaging society of knowledge, familiar with knowledge related to the field of medical imaging and clinical clear medical imaging in the clinical diagnosis value and limit. Understand the routine procedures and contents of these professional groups; (2) in the master on the basis of expertise, familiarity with medical imaging

in the diagnosis of common clinical manifestations (symptoms, signs, and laboratory tests), they clearly value in diagnosis and differential diagnosis of these lesions. (3) suitable for imaging interventional therapy and nuclear medicine in the treatment of a variety of clinical manifestations of the disease, which covered a variety of treatment methods and applications. 2. basic requirements (1) intervention (3

months) be familiar with the principles of basic theory and application of Interventional Radiology, the basic techniques of Interventional Radiology, interventional surgical indications and contraindications, and perioperative management of various types of interventions. (2) Department of internal medicine and related: require regular visits and physical examination techniques, and familiarity with the clinical diseases listed in the following table, physical signs, laboratory testing and diagnosis, in particular, to master a variety of first aid. Learning disease species requirements: System disease species breathing, and circulatory system bronchial expansion, bacteria sex pneumonia, Lung abscess, tuberculosis, lung cancer rheumatic heart valve disease, coronary heart disease, pericarditis Digest, and urinary system endocrine system Digest road Ulcer (stomach, and duodenal ulcer), Digest road tumor (gastric cancer, and knot rectal cancer), cirrhosis, 吸引他们关注并参与到活动中来，提高奥利奥的知名度和美誉度

(八)报刊杂志广告:

时间:2012年5月1日——2012年8月31日

《中国青年报》《读者文摘》每月刊登2次

《华西都市报》《大河报》《新安晚报》《春城晚报》《太原日报》每周周四周五周六刊登一次

主推:各种最新活动的信息，将活动内容和意义传到出去。

如果需要配合促销活动额外刊登报纸广告, 视情况制定计划。

八、费用预算:

电视广告投放 1100万

网络广告投放 800万

路牌广告投放 100万

手机应用软件开发 30万

快乐大篷车实体活动 130 万

官网活动奖品 50万

报刊杂志广告投放 70万

公关活动费用 50万

共计: 2330万

九、分销:

分销渠道(包括代理渠道等)。大众销售渠道特别是大型超级市场、大卖场、百货公司进行销售已经成为

主流。至今奥利奥还是主打超市及食品大卖场为主要的销售渠道，这就需要一个负责人的有能力的代理商

进行很好的规划，进行营销推广，一些新兴的分销渠道也应该继续尝试，比如网络销售等。 he scope of medical imaging society of knowledge, familiar with knowledge related to the field of medical imaging and clinical clear medical imaging in the clinical diagnosis value and limit. Understand the routine procedures and contents of these professional groups; (2) in the master on the basis of expertise, familiarity with medical imaging in the diagnosis of common clinical manifestations (symptoms, signs, and laboratory tests), they clearly value in diagnosis and differential diagnosis of these lesions. (3) suitable for imaging interventional therapy and nuclear medicine in the treatment of a

variety of clinical manifestations of the disease, which covered a

variety of treatment methods and applications. 2. basic requirements (1) intervention (3 months) be familiar with the principles of basic theory and application of Interventional Radiology, the basic techniques of Interventional Radiology, interventional surgical indications and contraindications, and perioperative management of various types of interventions. (2) Department of internal medicine and related: require regular visits and physical examination techniques, and familiarity with the clinical diseases listed in the following table, physical signs, laboratory testing and diagnosis, in particular, to master a variety of first aid. Learning disease species requirements: System disease species breathing, and circulatory system bronchial expansion, bacteria sex pneumonia, Lung abscess, tuberculosis, lung cancer rheumatic heart valve disease, coronary heart disease, pericarditis Digest, and urinary system endocrine system Digest road Ulcer (stomach, and duodenal ulcer), Digest road tumor (gastric cancer, and knot rectal cancer), cirrhosis,

十、服务:

售后客户服务由于奥利奥饼干主要是一般日常消耗品，除了质量为重中之重外，还要有良好的合作气氛。这就必须建立在拥有良好的售后服务上面。卡夫公司有着专门的客户服务站，以及完善的售后服务网点和热情的客户电话服务。

十一、产品完善与新产品开发举措:

为了适应大众消费者的需要，奥利奥饼干不断地开发新产品，并且把受好评的产品延续下去，发展成经典品牌。来到中国后，“奥利奥”迅速生根发芽、茁壮成长。到目前为止，“奥利奥”已经组成了一个中国式的庞大家族，更多朋友可以爱上“奥利奥”带来的美妙滋味。你可以在各大卖场、食品店、便利商店以及网上店

铺，看到各种各样的“奥利奥”产品，比如:风靡全球100年的夹心饼干系列、独特巧克力味的威化系列，还有香脆有趣的巧脆卷。

不仅如此，“奥利奥”一直致力于研发更多更丰富的产品，并将国外的优质产品引入中国，将幸福与欢乐的味道带给每一个热爱生活的你。

十二、风险来源与控制方法:

一块黑白配的饼干安全进入消费者的口中，刺激他们的味蕾，实现他们的美食体验，卡夫食品必须设置多重关卡，阻挡一切可能影响食品安全的因素侵入。食品安全作为时下消费者最关系的话题，奥利奥公司同样也同样关注这方面的问题。在原料采购阶段，卡夫食品实行“谨慎的供应商管理模式”。在中国，卡夫食品对于所有原材料供应商，建立了整套严格的筛选和审核体系。从供应商的培训、考核、筛选到食品安全和质量跟踪，以保障所使用的原材料完全符合卡夫食品全球和国家制定的食品安全要求和质量标准。供应商可首先需要通过初步的筛选，信息包括:是否通过国际标准认证;是否有与其他国内外知名企业合作的经历;企业历史、生产规模、生产能力以及出口的相关记录如何。初步筛选后，卡夫食品还会对备选供应商进行“技术访问”，确认他们已经建立了有效和可以持续改进的食品安全和质量管理系统，具备对于系统的执行能力和对食品安全和质量的保障能力。然后，卡夫食品就质量期望对他们进行培训，帮助他们完善并建立有效的食品安全控制和监测制度。最后一步得通过卡夫食品的全球审核评测体系，才能正式成为卡夫食品的合格供应商。

卡夫对食品安全的重视，甚至在产品的设计阶段，就已经开始。比如产品、包装的大小、形状等是否会对人体造成伤害,产品生产加工设备和工艺流程是否会引入交叉污染的风险,比如考虑到部分人群对有些原料过敏，在产品设计时尽量不使用过敏原料，如有使用会在产品标签上以常用语对过敏原信息加以提示，以保护消

费者的知情权和选择权……有可能带来食品安全风险的因素都会在产品的设计阶段被落实解决。

一旦出现食品安全事故，卡夫食品表示，将迅速启动产品追溯和召回机制。卡夫食品执行科学的产品追溯控制程序。任何一款产品都可以追溯到原材料的批号和供应商，确定产品所处的地点。强有力的物流系统保证所有问题产品和原材料全部回收，不再流入市场。

十三、行动方案注意事项及原则:

he scope of medical imaging society of knowledge, familiar with knowledge related to the field of medical imaging and clinical clear medical imaging in the clinical diagnosis value and limit. Understand the routine procedures and contents of these professional groups; (2) in the master on the basis of expertise, familiarity with medical imaging in the diagnosis of common clinical manifestations (symptoms, signs, and laboratory tests), they clearly value in diagnosis and differential diagnosis of these lesions. (3) suitable for imaging interventional therapy and nuclear medicine in the treatment of a variety of clinical manifestations of the disease, which covered a variety of treatment methods and applications. 2. basic requirements (1) intervention (3 months) be familiar with the principles of basic theory and application of Interventional Radiology, the basic techniques of Interventional Radiology, interventional surgical indications and contraindications, and perioperative management of various types of interventions. (2) Department of internal medicine and related: require regular visits and physical examination techniques, and familiarity with the clinical

diseases listed in the following table, physical signs, laboratory testing and diagnosis, in particular, to master a variety of first aid. Learning disease species requirements: System disease species breathing, and circulatory system bronchial expansion, bacteria sex pneumonia, Lung abscess, tuberculosis, lung cancer rheumatic heart valve disease, coronary heart disease, pericarditis Digest, and urinary system endocrine system Digest road Ulcer (stomach, and duodenal ulcer), Digest road tumor (gastric cancer, and knot rectal cancer), cirrhosis, 营销尽量以较低费用取得良好效果为原则。尤其应该注意季节性产品淡、旺季营销侧重点，抓住旺季营销优势。而针对奥利奥饼干而言，几乎没有淡旺季，但是，饼干属于易碎品在产品运输和搬运的途中应该注意保护产品，防止出现损坏。在营销的过程中应该抓住奥利奥饼干的品牌效应，进一步加强消费者的品牌忠诚度，同时应该在营销的过程中对生产线，销售线等各条线路做好统筹规划工作。以免因为企业的分工协作不完善导致效率低下，达不到预期的营销目标。

十四、营销策划书的预期效果

“奥利奥”一直致力于研发更多更丰富的产品，并将国外的优质产品引入中国，将幸福与欢乐的味道带给每一个热爱生活的你。此策划书可能因为内外环境的变化，不可避免地会给方案的执行带来一些不确定性，也就是我们说的风险，因此，当环境变化时，如果及时采取有效措施，通过预警机制以及果断的解决措施，必定可以经受各种考验。其实，只要奥利奥饼干着自己以往的路线继续前进，并不断创新，做到产品好，服务好，销售好，那么就一定可以实现目标，达到预期的效果，也就可以长期处于饼干行业的领跑地位。

he scope of medical imaging society of knowledge, familiar with knowledge related to the field of medical imaging and clinical clear

medical imaging in the clinical diagnosis value and limit. Understand the routine procedures and contents of these professional groups; (2) in the master on the basis of expertise, familiarity with medical imaging in the diagnosis of common clinical manifestations (symptoms, signs, and laboratory tests), they clearly value in diagnosis and differential diagnosis of these lesions. (3) suitable for imaging interventional therapy and nuclear medicine in the treatment of a variety of clinical manifestations of the disease, which covered a variety of treatment methods and applications. 2. basic requirements (1) intervention (3 months) be familiar with the principles of basic theory and application of Interventional Radiology, the basic techniques of Interventional Radiology, interventional surgical indications and contraindications, and perioperative management of various types of interventions. (2) Department of internal medicine and related: require regular visits and physical examination techniques, and familiarity with the clinical diseases listed in the following table, physical signs, laboratory testing and diagnosis, in particular, to master a variety of first aid. Learning disease species requirements: System disease species breathing, and circulatory system bronchial expansion, bacteria sex pneumonia, Lung abscess, tuberculosis, lung cancer rheumatic heart valve disease, coronary heart disease, pericarditis Digest, and urinary system endocrine system Digest road Ulcer (stomach, and duodenal ulcer), Digest road tumor (gastric cancer, and knot rectal cancer), cirrhosis,