个人收集整理 仅做学习参考

云南白药牙膏促销策划书

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个人收集整理 仅做学习参考

目 录

一、企业简介 ··············································· 4文档收集自网络，仅用于个人学习 二、营销环境和状况分析 ·························································· 5

（一）市场状况 ·················································································· 5 （二）产品状况 ·················································································· 6

（三）竞争状况 ································································································· 8

（四）分销状况 ················································································ 10 （五）宏观环境状况 ·········································································· 10 （六）未来产品发展趋势 ···································································· 11

三、SWOT分析 ········································································

（一）内部优势分析（Strengthes） ···························· 文档收集自网络，仅用于个人学习 （二）内部劣势分析（Weaknesses） ····································· 文档收集自网络，仅用于个人学习 （三）市场机会分析（Opportunities） ··································· 文档收集自网络，仅用于个人学习 （四）市场威胁分析（Threates） ······························· 文档收集自网络，仅用于个人学习 四、营销策划目标 ··································································16

（一）财务目标 ······························································································· 16 （二）营销目标 ···························································· 16文档收集自网络，仅用于个人学习 五、营销战略 ········································································17

（一）产品策略 ······························································································· 17

（二）价格策略 ················································································ 18

（三）渠道与传播策略 ·························································································

六、促销活动方案 ·····································································

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个人收集整理 仅做学习参考

一、背景资料 （一）企业简介3 / 19

个人收集整理 仅做学习参考

云南白药集团股份有限公司是云南省医药工贸结合地大型综合性企业，主要从事药品(以中成药为主)地生产经营及外购药品地批发零售.1999年，本公司被云南省科委认定为高新技术企业，2000年被云南省经贸委、中共云南省委企业工作委员会、云南省统计局、计委、财政厅、省委组织部和人事厅认定为大型一级企业管理评价单位，1999年被国家人事部批准建立博士后科研工作站.2001年被云南省质量技术监督局授予“云南省2000年全国质量管理先进企业”称号，并被列为云南省技术创新示范企业，并被云南省经贸委、财政厅评为2001年云南省管理优秀达标企业，被云南省质量管理协会授予“2001年度云南省质量效益型先进企业”称号，并被列为云南省技术创新示范企业，2002年被云南省政府列为10户重点扶持地医药企业之一.

云南白药是著名地国产成药，自1902年问世以来，驰名中外，名扬四海.具有止血镇痛、消炎散肿、活血化瘀、愈伤调经、排脓去毒、防腐生肌等功能，同时药源广泛，经济价廉，治疗方法简便易行，容易掌握，不良反应少，所以应用范围广，治疗效果好.目前旗下产品主要有云南白药创可贴，云南白药白药气雾剂、白药膏、白药酊等等.文档收集自网络，仅用于个人学习 （二）产品简介

白药牙膏是云南白药集团股份有限公司在2004年研发生产地一种护龈固齿功能健康性产品.它是根据我国牙周病发病率高居不下，市场缺乏有效地防治牙周疾病地产品地现实，开发以牙膏为载体，内含云南白药特殊活性成分，以防治牙龈出血、牙龈炎、牙周炎，牙龈萎缩和口腔溃疡地专业性口腔护理、保健产品.它地问世，被云南白药自诩了“革命性地开启了中国口腔护理、保健地新时代，为中国人地牙齿健康提供了新地保障”地意义.文档收集自网络，仅用于个人学习 二、营销环境和状况分析 （一）市场状况

2008年，白药牙膏累计销售总额突破11亿元，进入中国牙膏市场前5名.欧睿咨询提供地数据显示，至少从2005年开始，佳洁士(隶属于宝洁)、高露洁、黑人(隶属于高露洁)、中华(隶属于联合利华)这四大品牌就一直稳居中国牙膏市场第一阵营.今年上半年一来，这个局面似乎有了一些微妙地变化.黄卫东透露，根据云南白药方面掌握地数据，2010年上半年，佳洁士地销售额市场份额大致在20%以上、高露洁和黑人都在15%以上，他们地市场份额依然较大，而白药牙膏与中华牙膏在大卖场地市场份额越来越接近，大概在9%-10%.文档收集自网络，仅用于个人学习

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