1, wedding consumption (wedding wine and drinks, candy and roasted seeds and nuts, bedding and kitchen utensils)
2. Long vacation travel expenses (luggage, travel bags, photographic equipment, travel supplies)
3, suburban spring outing consumption (drinks, that is, food, snacks,) (outdoor supplies, sporting goods, gardening supplies)
4. Household seasonal consumption (cool home textiles in summer, warm home textiles in season and sunscreen cosmetics in season) (cool household appliances, moth-proof clothing series, rain gear and condiments in The Last Month Of Summer).
5. Welfare consumption (group welfare consumption of summer products) Our promotion should always focus on the concept that "promotion is not only selling the goods we can sell, but also selling the goods that customers want to buy". Supermarket promotion can only be successful if it caters to customers' consumption psychology. Based on this, we should tap the potential of suppliers, and reasonably organize the corresponding promotional commodity groups according to the needs of major consumer groups on May 1st.
First, determine the promotion period.
Compared with other major festivals, the consumption scale of May Day is small and the demand for goods is narrow, so the promotion period of May Day will not be too long. We suggest 8- 12 days. Considering that some customers travel on May Day and the time when the information reaches customers, the promotion period should be arranged from April 28th to May 8th.
Second, determine the purpose of promotion
Although the promotion is to promote sales, there are still some differences in accuracy. Because there are generally two ways to promote sales, one is to promote the increase of unit price of heavy customers on the basis of existing customer groups; The second is to increase passenger flow, which is intended to expand the influence of supermarkets. There are others, such as competition with competitors, liquidation of overstocked inventory, promotion of new product series, etc. May Day is related to the influence of the supermarket's annual marketing, so we suggest organizing this promotion activity, with the aim of expanding the influence of the supermarket in the local area, that is to say, increasing the passenger flow. In the selection of promotional products, we should pay attention to its impact on customers and the intensity of price reduction, and pay attention to the breadth of publicity. At the same time, organize the stocking and storefront display of seasonal goods and seasonal goods, and the customer unit price will increase accordingly. Of course, due to the actual situation, we must carefully analyze the preliminary data and find room for improvement.
Third, determine the promotion theme and main product groups.
Promotion theme is the focus of attracting customers in supermarkets and the main tool to arouse customers' consumption psychology. There are several major themes in the May Day promotion.
One is the low-cost image appeal with the theme of rewarding guests and making profits;
The second is the appeal of new product promotion with seasonal shopping as the theme;
The third is the promotion appeal with the main form of promotion activities as the theme. The slogan of pursuing purpose constitutes the promotion theme in promotional advertisements.
The fourth is to take long vacation leisure shopping (welcoming guests as the theme; The fifth is to take spring outing and tourism as the theme.
Such as: May 1 ST surprise shopping (dozens of famous and famous goods have been greatly reduced in price, mainly household consumer goods)
Glorious labor, low price and courtesy (dozens of famous commodities have been greatly reduced in price, mainly household consumer goods)
Have a happy long vacation and get a general mobilization at a low price (travel goods, drinks, snack food, that is, food specials)
Hot summer storm with low price (hot summer home textiles, hot summer home appliances, sunscreen cosmetics, drinks)
Happy May Day and spend the summer (cool home textiles, household appliances, cosmetics and drinks in summer).
Grand prize (sales with prizes, scratch cards, etc.) in May Day shopping. )
Shopping is fun, eat and then take (game interactive promotion on a large scale. Tasting and buying activities)
Four, determine the proportion of promotional products and promotional prices.
After determining the promotion theme and main commodity groups according to the requirements of commodity organization or competitive environment, it is necessary to further plan the promotion proportion of various commodities, and the suggestions are as follows:
May 1 news all kinds of promotional items, food classification, main varieties, promotional items, fresh packaging, cooked meat, 2 10%-20%, cooked meat, bread biscuits, 6 10%-20%, candy, roasted seeds and nuts, candied fruit, 41. 25%- 10% flour, seasoning vinegar, soy sauce, monosodium glutamate, mustard oil, pepper oil (cold type), 25%- 10% dry goods (yuba, vermicelli), 2 10%-20% canned food, sugar, etc. Bagged Lifedu detergent powder, soap, fragrance, insect-proof daily chemical 8 10%- 15% cleaning, detergent, softener 4 10%- 15% soap (emollient) 21. Toothbrush 4 10%- 15% sanitary towel, toilet paper 4 10%- 15% household storage and finishing bag, clothes hanger 4 10%- 15% household cleaning appliances 2/kloc. Cooling water equipment 2 10%- 15% rain gear 2 10%- 15% household appliances (fans, air conditioners) 45%- 10% photographic equipment (cameras, films, batteries) 45. Stockings (cool in summer) 10 10%- 15% bedding (cool pillow) 2 10%- 15% towel (bath towel, towel quilt) 210.
Shopping mall activity planning 2 I. Activity background
Wal-Mart has grown from a small township enterprise to a world-famous "retail empire". And gradually developed into a leading retail enterprise.
Its footprint is almost all over the world, and it has won unanimous praise from consumers. Since/kloc-0 opened in Shenzhen in 1996, many supermarket chains have also opened. Wal-Mart's first branch in Zhengzhou is about to open. The specific activities are as follows:
Second, the purpose of the activity:
1. Basic goal: to celebrate the opening of our store and the arrival of the Dragon Boat Festival, and win customers with low prices, cheap products and excellent services. Spread the popularity of shopping malls and establish a good corporate image.
3. Marketing objectives: expand customer participation through various activities, promote sales, improve the efficiency of shopping malls, and increase corporate profits through entertainment marketing.
3. Long-term goal: increase sales, expand market share, and finally achieve the unity of economic and social benefits.
Third, the current marketing situation:
1. Market situation: the location is around the bustling business district, and the actual competitors are large supermarkets such as Beijing Hualian Jinboda, and there may be potential competitors.
2. Product status: Most products are mass consumer goods, with a wide variety, complete products and little price difference.
3. Macro-environmental conditions: Most consumer groups are floating population, with high population density and large passenger flow. The actual demand and potential demand of consumers are great.
Fourth, swot analysis:
Advantages: Wal-Mart has a strong scale effect. To a certain extent, it has great competitiveness. However, our own technology is constantly updated, we buy satellites, and build strong supply chain management with highly standardized business philosophy, scientific operation and marketing, and distinctive training system.
Disadvantages: large scale and huge operating costs bring greater challenges to management, and there are many problems in the development of different places.
Opportunity: At present, the development situation of retail industry is very good, and the market probability is very high. Grasping and analyzing the market is conducive to enterprises to seize the opportunity and lead a new shopping climax.
Threat: There are many realistic and potential competitive market risk factors.
Verb (abbreviation of verb) price strategy:
1. Take the cost as the basis, take the prices of similar products as the reference, and take "low price every day" as the slogan to launch good quality and low price goods.
2. Give appropriate discounts to encourage more purchases.
VI. Promotion strategy:
1. Comprehensive use of product mix strategy, price mix strategy, sales channel strategy and other marketing strategies to achieve the best economic benefits.
2. Keep the localization operation.
Seven, advertising:
1."5m" principle: choose newspapers and TV to inform customers that Wal-Mart is opening in Zhengzhou, and deliver information of good quality and low price. The beautiful shopping environment arouses customers' desire to buy, thus increasing sales.
2. Distribute leaflets on the street to convey Wal-Mart's business philosophy of "low price every day" to customers.
3. Invest more in the advertising budget when opening a store for the first time, cut down the advertising volume immediately after the store opening craze, minimize unnecessary advertising expenses, and reduce the advertising volume and cost while keeping the price of goods low.
4. Advertisements that focus on selling points are pop advertisements.
Eight, open * * * relationship:
1. Establish and maintain the normal cooperative relationship between enterprises and consumers.
2. Enterprises should establish good cooperative relations with suppliers to ensure the normal operation of goods.
3. Establish a popular science gallery, tell people how to care for resources and protect the environment, and establish good community relations.
4. Sponsor out-of-school children to participate in some public welfare activities and establish a good corporate image.
5. Invite officials to visit the enterprise and attend the press conference.
Nine: business promotion:
1. Implement membership promotion: consumers can enjoy various special services after becoming members.
2. Selling to consumers: giving away samples for sale.
Shopping Center Activity Planning Part III Holidays and Gathering Popularity
Time-divided activity arrangement: (In order to make the activity continuous, cohesive and easy to remember, we will arrange activities on a weekly basis, publicize customers in turn, constantly stimulate consumers' shopping desire, deepen customers' impression of Nankang Department Store, and constantly implement consumption behavior. )
The first week: August 29th-September 5th.
Surprise priority: shopping points to send rice, how much to send!
Market analysis: At present, the scorecard is an effective promotion method to attract customers to implement long-term consumption behavior. However, as the Mid-Autumn Festival approaches, competitors may introduce more favorable profit-making measures. To stabilize scorecard customers, it is bound to introduce more favorable policies than the other side and reduce the strength of competitors.
Activity time: from August 29th to September 5th, starting at 7: 30 every night.
Activity content:
"Customers are the God of Nankang Department Store, and the development of Nankang Department Store cannot be separated from the support of customers. "In order to thank the loyal customers who have supported Nankang Department Store for a long time, Nankang Department Store has a value-added feedback: during this period, after 7: 30 pm on the same day, one-time shopping points of 10 kg will be distributed with the scorecard, and 15 kg will be distributed cumulatively. Pick it up at the exit of the mall with the credit card and the computer receipt (after 7: 30 on the same day, the amount will not be accumulated). While stocks last. It is suggested that the planning department design a variety of packaging bags to hold bulk rice and name it "Nankang assured rice". Take this activity to launch Nankang's own brand, and the implementation plan for its own brand promotion will be formulated separately. )
Week 2: September 6-September 12
Surprise 2: Nankang integral card has an appointment with you again!
Analysis: Because the promotion of the activities in the first week is quite strong, it will not only attract customers with loyalty cards, but also attract customers without loyalty cards. So, how to satisfy these customers who don't have loyalty cards? The only way: take the opportunity to launch the climax of handling the loyalty card, so as to expand our loyalty card customers again and strive for market share.
Activity time: September 6 -9 12.
Activity content: Welcome Mid-Autumn Festival, Nankang integral card will meet you again! As long as you are full in my shopping mall? (undetermined) yuan plus? Yuan can get a reward card. During the Mid-Autumn Festival, in addition to the previously agreed benefits, he will also enjoy more valuable benefits and unlimited returns. One card in hand, the surprise moment is here!
Note: Go to the service desk of our store with the computer receipt (the receipt is valid on the same day and the amount is not accumulated).
Week 3: September 13 to September 19.
Surprise is the third point: one step ahead, premium delivery.
Activity time: September1March-September 19.
Activity content: During the activity, all customers in 38 yuan who reduce their fees in this mall at 8:00-8:30 am can get a handful of fresh vegetables at the service desk on a first-come-first-served basis while stocks last. (Limited to 50 copies per day)
Precautions: Shops should inform customers in the form of eye-catching advertisements during the activities, and customer service staff should pay attention to the feelings of customers who have not received the dishes.
Week 4: September19-September 28th.
Surprise 3: Passionate Mid-Autumn Festival plus one yuan to get one.
Activity time: September1September-September 28th.
Activity content: Anyone who has made a one-time shopping in 88 yuan or above in this mall during this period will get a value-added gift with a small ticket plus one yuan. (Limited daily, first come, first served)
One moon cake in bulk after shopping in 88 yuan 1 yuan (limited to 100/ day).
Shopping 158 yuan kilo of moon cakes in bulk (limited 100/day).
Mooncakes with a purchase price of over 2 18 yuan plus 1 yuan (limited to 50 pieces per day).
Saturday and Sunday activities:
Objective: According to the sales situation and local consumption habits, there is still potential for Saturday and Sunday passenger flow. Through the following activities, it aims to promote Saturday and Sunday sales and improve the overall sales this month.
Shopping mall activity planning the fourth activity theme: Happy May Day, 100% won the prize.
Venue: Wu Di Street.
Exchange place: southeast corner of Feijiaying Cross (opposite Dicos)
Activity time: May 20xx1-May 3.
Lottery time:11:00—18: 00.
Objective: May Day promotion is a sign that the peak season is coming. Following the marketing downturn in March and April, May Day ushered in the recovery of consumers' desire for consumption. With the late spring and summer solstice, seasonal consumption and seasonal consumption began to rise. Attract more consumers to pay attention to this mall and present more exciting and affordable information.
Activity content:
First, the company plans to hold a shopping lottery at the shopping center on Fifth Avenue.
2. During the activity, customers who shop all over 99 yuan on the same day will get the corresponding amount of shopping vouchers; With the shopping voucher, scratch the card at the redemption office immediately and receive the corresponding prize.
Award setting:
Award-winning results (for example, the number of prizes scratches the award-winning symbol.
Grand prize 30g gold bar 1 Grand prize
First prize Haier refrigerator or washing machine 2 first prizes
Second Prize Brand Bicycle 3 Second Prize
Plush toys third prize 4 third prizes
Commemorative awards several commemorative awards for daily chemical products
Note: Scratch cards can only be used during May Day activities.
Precautions:
1 Tickets must be kept clean and in good condition, and will be invalid after expiration.
2 instant redemption lottery tickets, live redemption, live broadcast congratulations on the third prize and above.
To be on the safe side, the exchange office is equipped with a security guard on site, and the staff is equipped with two people to exchange goods.
All prizes are displayed in the special booth at the southeast corner of Feijiaying Cross (opposite Dicos), and the prizes are displayed and arranged.
Fair competition In principle, businesses are not allowed to open fake data shopping receipts. Once found disqualified, 500 yuan will be fined. In order to ensure fair and effective drawing of redemption and scratch cards, lottery players must copy and register with their ID cards before receiving the prize.
Gansu Dacheng Investment Co., Ltd. reserves the right of final interpretation of the activities.
During the activity, the staff will be on duty at 9: 00 to perform their duties. After the activity, the site should be cleaned up.
Before the activity begins, the prizes must be counted and placed neatly according to the specified number. After the day's activities, pack and put in storage in time.
9 Merchants receive shopping vouchers at the property office, and the finance department cooperates with the registration and issuance.
Publicity plan:
First determine the lottery venue (completed on 28th) and arrange publicity banners around Fifth Avenue (completed on 28th).
2. Place water signs at the entrance of the passage, indicating the activity rules and prize settings (completed on 29th).
Three. Design and replacement of sidewalk advertising space (24 pieces) and beautification of elevator entrances and exits (8 exits x2) (completed on 29th).
Four. Design and installation of hanging flags and POPs in shopping malls (3 styles) (completed on 30th)
5. A3 double-sided poster, co-branded merchants * * * with it (completed on 30th), scratch cards and shopping vouchers (completed on 28th) at the lucky draw site in Yi Labao (arrived on 30th). Distribution division: member organizations of the Commercial Committee 15 people distributed 14000 copies, covering 6 communities around the mall, and the mall reserved 1000 copies of publicity.
6. The tent (1) and table (2) for outdoor lottery will be put into storage on 30th.
Seven, the planning department is responsible for the redemption and bonus payment.
Reward method:
Prepare 1 000 commemorative prizes on June 1 day and May1day, and contact the supplier for the next two days according to the actual situation of prize distribution on that day;
2. Third prize: 2 on the first day, 1 on the second and third days respectively.
Second prize: every day 1.
First prize: the first day and the second day respectively 1.
Grand prize: the next day/kloc-around 0/7 o'clock (arranged according to the peak passenger flow on weekdays, the publicity effect is the greatest).
Shopping Mall Activity Planning Chapter 5 Activity Time: February1-February 17 (*** 17 working days).
Activity content:
First, the whole product is 20% off.
2-8.5% discount for the whole audience during the activity (20% discount for Baiyuan Street on the 6th floor).
Please refer to the counter for details of gold and silver jewelry, watches and cosmetics. )
Second, shopping for an hour is lucky for five minutes.
From February 8 to February 17, during normal business hours every day, customers who shop for 5 minutes or more will receive half of the amount of the purchased goods.
note:
1. All refunds are in the form of coupons (coupons A).
2. Lottery methods: 10: 10, 9: 00- 10: 00,11-.
3. Lottery location: the lottery site of the promotion service desk on the 6th floor;
4. Refund location: promotion service desk on the 6th floor;
5. Refund time: business hours of the day;
6. The maximum amount of a single refund is 5,000 yuan, and more than 5,000 yuan is regarded as 5,000 yuan;
7. The winning time shall be subject to the transaction time printed on the receipt of the cashier institution;
8. Lucky winning customers must collect coupons on the same day with complete shopping vouchers, and they will be deemed to have given up automatically if they expire;
9. The coupon returned by this activity is valid for February1August-March 30, and will be invalid after expiration;
10, the lottery results will be announced on the spot and on the radio in time.
Activity description:
During the 1. activity, the manufacturer or supplier shall bear all discounts;
2. Manufacturers or suppliers should determine their own discount range according to their own actual conditions, but it is strictly forbidden to increase the price before the discount;
3. All investment managers and customer service personnel should strictly supervise the situation of "increasing the selling price and then discounting". Once false discounting is found, the company will deal with it seriously according to relevant regulations;
4. Customer service personnel should strictly supervise suppliers, and it is forbidden to use defective products to cope with this activity;
5, shopping mall management department should strictly control the quality of goods, to prevent fake and shoddy goods from entering the market;
6. During the activity, the coupon (coupon A) will no longer enjoy the discount when used on the 6th floor;
7. Any supplier who needs to hold a special sale meeting shall submit a written application for the required site layout in advance, and the floor management personnel shall strictly manage it according to the requirements of normal stores;
8, where the sale, the artist should be responsible for the image check, and provide corresponding props according to the demand, do the necessary beautiful layout and popular provisions;
9. Special sale brands require advertising in major media in Changchun.
During the activity, the VIP card discount function will be suspended and the integral accumulation function will be used normally;
During the activity, all discounted goods should be clearly marked with the original price and current price on the price tag, and the customer service staff on each floor should strictly check;
Discount sales by manufacturers or suppliers, hanging banners and promotional shopping guides in stores must be approved by the marketing planning department, and the marketing planning department and store management department will strictly investigate the behavior of hanging banners or arranging promotional shopping guides without authorization.
Shopping Mall Activity Planning Chapter VI 1. Promotion Theme:
Teacher Qiu responded gratefully.
Second, the promotion purpose:
1. Enhance the external visibility and reputation of the shopping mall.
2. Enhance the public attention of shopping malls.
Third, the core of promotion: promotion and publicity
Fourth, the promotion time:
20xx September10-September 12.
Verb (abbreviation for verb) Gift distribution place:
Customer service center on the second floor.
Promotion activities of intransitive verbs:
The activity is in xx "Teacher, you have worked hard!"
A anyone who holds my teacher's card in September 10 can get a free silver card.
B anyone who holds a teacher's card on September 10 can get a free medical examination card and a beautiful gift, and send the most sincere greetings to xxxx commercial plaza.
Activity 2: Free song-ordering station on Thanksgiving Day
On September 10 Teacher's Day, you can order a song for the teacher free of charge in the customer service center with the shopping receipt (unlimited amount).
And attach the broadcast content within 50 words, and the broadcast will bring you gratitude to the teacher.
Activity 3: Thank the teacher for the gift.
In late summer and early autumn, purchase new goods first. During the activity, you can get the 10 yuan Golden Voucher with the teacher's qualification certificate, enjoy the preferential activities at the activity counter, and use it together with the cash voucher. Only one coupon can be used for a receipt.
For details, please consult the counters to express POP.
Activity 4 Me and my teacher, essay contest.
Entry time: This activity starts on September 20xx 1 and ends on September 10 18:00.
Entry requirements: the theme requirements are related to your own teacher.
Competition scope: As long as you have a grateful heart, you can participate in this activity.
Exhibition venue: glass door bucket on the south side of the first floor of Guofang Parkson World.
Selection method: Guofang Parkson will select:
First prize 1, brand repeater1;
3 second prizes, 1 radio;
5 third prizes, 1 set of learning tools;
10 encouragement award and 1 exquisite pencil case;
Each prize 1 ballpoint pen.
Speech time: 20xx September 10, 14: 10 (notice in time if there is any change).
End time of the activity: September 13. After the works are taken down, they will be collected by phone and presented with exquisite small gifts.
Seven, promotional advertising support:
1. The TV advertisement and LED big screen promotion in our store started on August 25th, 20xx, and the TV promotion ended on the evening of September 12, and the LED big screen promotion ended on September 12.
2. SMS will be sent out in three times on August 25th and September 8th, 20xx, 1, 20xx, with about 6000 messages each time. Each floor will provide the customer information telephone number of the electronic floor.
3. Outdoor painting publicity, indoor atmosphere layout.