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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/50954


    Title: 女性體重管理麥米片之上市計畫
    The launch plan of female weight management cereal
    Authors: 賴佩芸
    Lai, Peggy
    Contributors: 何小台
    Ho, Chester
    賴佩芸
    Lai, Peggy
    Keywords: 女性體重管理麥米片
    Female Weight Management Cereal
    Date: 2010
    Issue Date: 2011-09-29 18:20:12 (UTC+8)
    Abstract: Chapter 1 Executive Summary…………………………………………..1
    1.1 Background………………………………………………………………….1

    Chapter 2 Market overview……………………………………...............2
    2.1 Category Overview………………………………………………………….2

    Chapter 3 Consumer Study…………….………………………...............6
    3.1 Target Segment Introduction………………………………………………...6
    3.2 Consumer Insight….………………………………………………………...6

    Chapter 4 Product……………………………………………………….12
    4.1 Product Concept………………………………………………...………….12
    4.2 Product Introduction……………………………………………………….13

    Chapter 5 Launch Strategy………………………………….………….14
    5.1 Objective…………………….…………………………………..................14
    5.2 Brand Issues……………………………….……………………................14
    5.3 Launch Strategy……………………………….……………………………15

    Chapter 6 Financial Projection……………………………..…………..27
    6.1 Sales Forecast……………..……….…………………………..…………..27
    6.2 Advertising and Promotion Expense……………………………….……...28
    6.3 P&L Projection….……………………………………………………...….29

    Appendix………………………………………………………………………. 30
    i. References….…………………………………………….…...…….…...…31
    Reference: i. References
    [1] Nielsen Retailer Data- RTEC Category Data Base, Year 2009
    [2] TNS World Panel Household Quarterly Summary Report, Year 2009 Q3
    [3] TNS Special K Pre-Launch Qualitative Report, 2008 Q4
    [4] Research International Special K concept and Product Test, 2009
    [5] Kellogg’s website: http://www.kelloggs.com.tw, April, 2011
    [6] TNS Special K Post-Evaluation Report, 2009
    [7][8][9] Special K Marketing Plan, 2010
    Description: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    96933013
    99
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0096933013
    Data Type: thesis
    Appears in Collections:[國際經營管理英語碩士學程IMBA] 學位論文

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