雪碧活动市场，李奥贝纳雪碧市场行销企划案. 28页

2001 by Leo 30 , 2000 目标 为新品牌市场定位提供依据 与雪碧核心品牌个性相符 创造显著的市场影响力 在原有雪碧音乐聊天节目与露天NBA秀活动基础上雪碧活动市场，创造其他形式的活动 新的市场定位点 雪碧，解渴够爽；无需花巧本来简单的事情用不着把它复杂化。喝汽水也一样雪碧活动市场，何必太多花巧，道理连篇。雪碧的柠檬口味，爽劲透心；透明的外表，晶亮凉快。带来彻底的舒爽感受。其实喝汽水解渴够爽就好。 雪碧品牌个性 勇往直前 独立 值得信赖的伙伴 诚实 充分自信，做自己的选择 令人舒适 社会化 雪碧产品特性 恢复体力，令人精神爽快 令人镇静 晶莹剔透 气泡足 清凉解渴 柠檬口味 天然 注意事项 由于创意概念 “ 不要大惊小怪，勇往直前” 尚未形成, 本建议之创意是基于品牌一贯态度及其自身属性。 本次活动是以事业有成的著名人士还是以个性鲜明的人物为中心，将大大影响节目单的设置。 推荐方案 历险记 忠诚节目 无添加剂家庭竞赛 室内幸运划板跳台 室外跳跑 雪碧绿色活动 历险记 节目方案总体方案 全国范围内实施 三个等级的促销方案 可靠的媒体伙伴进行炒作，加强新闻报道。

巡回赛 预先设置一起点与终点 提供所有必需品给侯选人 侯选人自行设计完成他们的路线 The at level two mini level three Level One: win – free with proof of in mail in self and how you fit into the tour Set up boxes at to Level Two: with proof of for the tour Level Three: Tour TV/Print Mini at visit by MC games on spot The City level Point for made high based on “NO FUSS” ideas home etc Farm trip trip The Theme in night based on theme Level One: win – free Ring Pull ring pull with , ring pull value to their Level Two: No Fuss Home The to sent in their home to judge level sales Lucky draw theme in night Level One: send in their with proof of Lucky Draw Level Two: to cover work Lucky Draw Home by Ski Lucky Draw The Lucky Draw Theme “ Snow Ski in Hot ” level sales Theme in Level One: send in their with proof of Win – Free Level Two: Lucky Draw Grand Prize A two days ski trip for Other Prize gear Bound The City level Two level Level One: proof of to enter the Win – Free Level Two: can join the bound at items kits etc. Green The Tie in with the “Paint the town green” Ride on the Tree Day in all Theme “Tree for your ” level sales Level One: proof of to enter the tree Win – Free Level Two: can join the Tree by at items by etc. CHINA / HONG KONG P CHINA / HONG KONG