Summary of promotion activities 1 Through one day's observation and understanding, I feel that the whole activity is quite successful, but from my personal point of view, there are still some shortcomings.
I will talk about my views from the following points.
First, advertising
The wording and starting point of the advertisement are not very good, so it should be changed to the consumer's point of view. The music at the bottom of the advertisement should also be suitable for the hearts of most consumers, and different music should be played after different blocks.
Second, the enthusiasm of employees.
"May Day" Golden Week will increase the number of guests, and the working hours will be lengthened, which will lead to the passivity of some employees. According to the national regulations, the employee's subsidy should be tripled. According to the staff, it's just the processing fee according to the usual salary, and there is also a meal. Therefore, the enthusiasm of employees directly affects the promotion effect.
Third, enhance competitiveness.
A establish an innovation system, strengthen self-quality construction, and ensure that hardware passes the customs and software is in place.
Improve the management system. A good management system is the guarantee for the smooth implementation of supermarket strategies and schemes and the continuous success of enterprises. Strive to achieve detailed division of labor in supermarkets, clear rights and responsibilities, and effective supervision.
Improve the training system. Modern enterprises are people-oriented, and excellent employees are the key to their survival and development. Supermarkets should improve the education, training and welfare treatment system for employees, establish the training system for employees before entering the enterprise, and communicate effectively with employees to ensure timely education and clear rewards and punishments.
Make full use of marketing concepts. Remove the ideological burden of employees, do a good job in receiving and handling customer complaints, and actively explore and consolidate the market.
Make a good log and monthly record. Managers must report their work and the occurrence and handling of emergencies in writing every day. Supermarkets should also hold regular staff meetings to sum up experience, motivate employees and set development goals.
Summary of promotional activities 2 20xx years will soon pass. In this nearly a year, I have gained a little through hard work. As the end of the year approaches, I feel it necessary to make a summary of my work. The purpose is to learn lessons, improve myself, make my work better, and have the confidence and determination to do it better next year. Let me briefly summarize the work of one year.
I came to work in the company in March this year and started to set up the marketing department in April. Before I was in charge of the marketing department, I didn't have sales experience in xx. Just because of my enthusiasm for sales, I lacked sales experience and industry knowledge in xx industry. In order to quickly integrate into this industry, we should start from scratch when we arrive at the company, learn product knowledge and explore the market at the same time. When we encounter difficulties and problems in sales and products, we often consult experienced colleagues such as manager xx and several leaders of Beijing head office to seek solutions to the problems, and study targeted strategies for some difficult customers, which has achieved good results.
By constantly learning product knowledge, collecting information from the same industry and accumulating market experience, I now have a general understanding and understanding of the xx market. Now I have been able to respond to all kinds of questions raised by customers clearly and fluently, accurately grasp the needs of customers and communicate well with customers, so I have gradually gained the trust of customers. Therefore, after half a year's efforts, we have also achieved several successful customer cases, and some high-quality customers have gradually accumulated to a certain extent and have a more transparent understanding of the market. While constantly learning product knowledge and accumulating experience, my ability and business level have been greatly improved. In view of some changes in the market and competition in the same industry, I can now come up with a relatively complete plan to deal with some emergencies. For a project, you can always operate.
Existing shortcomings:
I don't know the xx market deeply enough, and I have a weak grasp of the technical problems of the products, so I can't explain them clearly to customers, and I can't come up with good solutions for some big problems quickly. In the process of communicating with customers, we rely too much on and trust customers, which leads to a series of adverse reactions. The work is not done well, and I feel that I am still in the position of a salesperson. My lack of training and guidance for marketing personnel has affected the sales performance of the marketing department.
Two. Department work summary
In the past year, through the joint efforts of all the staff in the marketing department, the popularity of our products has gradually been recognized by customers in Henan market. Good after-sales service and excellent product quality have won unanimous praise from customers, as well as valuable sales experience and some successful customer cases. This is what I think we have done well, but there are still great problems in our work in other aspects.
The following is the company's total sales for 20xx years:
Judging from the above sales performance, our work is not good, which can be said to be a big failure in sales. The price of xx products is chaotic, which brings us great pressure to open up the market.
Although there are some objective factors, there are also great problems in other practices at work, mainly in the fact that there are too few basic customer visits in sales work. The marketing department began to work in mid-April this year. When I first started working, there were xx recorded customer visits, which were summed up as xx no records, and it took eight months and xx days. Generally speaking, the number of customers visited by three salespeople in a day is xx. Judging from the above figures, our basic work of visiting customers has not been done well.
Communication is not deep enough. In the process of communicating with customers, salespeople can't clearly convey the situation of our products to customers and understand their real thoughts and intentions; Unable to respond quickly to suggestions made by customers. When conveying product information, we don't know the customer's understanding or acceptance of our products. Luoyang Xunhe Automobile Transportation Co., Ltd. is an obvious example.
There is no clear goal and detailed plan for the work. Sales staff have not developed the habit of writing work summaries and plans, and sales work is in a laissez-faire state, which leads to various adverse consequences such as no unified management of sales work, unreasonable distribution of working hours, and chaotic work situation.
The development of new business is insufficient, the business growth is small, the personal salesman's sense of responsibility and work planning are not strong, and his business ability needs to be improved.
Three. market analysis
There are many brands in xx market now, but mainly those companies. Now our products are first-class products in terms of product quality and function. In terms of price, it sells at a high price. In the process of selling products this year, the most involved problem is the price of products. Several customers lost their orders because of the price problem. In the face of small customers, the price is not too important, but in the face of large purchases, customers are very sensitive to the price of products. In next year's sales work, I think the price of products should fluctuate appropriately, which can promote the sales of sales staff. In xx area, our company entered the market late, so we have no advantage in product popularity and price. There is great pressure to open up the market in xx, so we put the main market in regional cities, where the market competition is relatively smaller than that in xx. With the reduction of external factors and the flexibility of our sales staff, I believe we can do better than before.
The market is good and the situation is grim. It can be summarized in this sentence. Today, with the rapid development of science and technology, next year will be a promising year. If we don't do a good job in the market and seize this opportunity in the next year, we are likely to lose this opportunity and never have a chance to do this market again.
Four. 20xx work plan
In next year's work plan, we will focus on the following tasks:
1. Establish a sales team that is familiar with business and relatively stable.
Talent is the most valuable resource of an enterprise, and all sales achievements come from having a good salesperson. Establishing a united and cooperative sales team is the foundation of an enterprise. It is an important task to build a harmonious and lethal team in next year's work.
2. Improve the sales system and establish a clear and systematic business management method.
Sales management is a long-standing problem in enterprises. It is a laissez-faire state for salespeople to go on business trips and meet customers. The purpose of perfecting the sales management system is to let the sales staff play their subjective initiative in their work, have a high sense of responsibility for their work and improve their sense of ownership.
3. Cultivate sales staff to find problems, sum up problems, and constantly improve their habits.
The purpose of training salespeople to find and summarize problems is to improve their comprehensive quality, find and summarize problems in their work and put forward their own opinions and suggestions, so as to raise their professional ability to a new level.
4. Establish sales and service outlets in regions and cities. (Recommended for trial implementation)
According to a series of problems encountered in this year's business trip, the scheduled customer suddenly changed the itinerary, broke the contract, and the vehicle was not at home, which disrupted the planned itinerary and failed to successfully complete the business trip. Causing a waste of time and money.
5. Sales target
The most basic sales target this year is to have a monthly income statement. According to the sales task issued by the company, the task is divided into month, week and day according to the specific situation; Divide the monthly, weekly and daily sales targets into each salesperson to complete the sales tasks in each time period. And improve sales performance on the basis of completing sales tasks.
I think the development of the company next year can not be separated from the overall quality of the employees of the company, and can not be separated from the company's guidelines and team building. Improving execution, establishing an excellent sales team, and having a good working mode and working environment are the keys to work.
These are my immature suggestions and opinions. Please forgive me if there is anything wrong.
Summary of Promotion Activities 3 This time, from xx, xxxx to xx, xxxx, the activity lasted for ***x days, and the total sales volume was xxx yuan, with a growth rate of xx% from the previous month. Excluding the natural growth of xx% during the holiday period, the actual growth has reached 28%, exceeding the expected growth target of 5% before the event.
The activity schedule is closely tied to the New Year's Day holiday, and the average turnover of xxxx yuan for three consecutive days also appears from 30th to 1, and this form continues to 1.2.
The publicity expenses in the early stage of this activity are 65438+the back cover of the full page of xx Magazine on February 28th, and the exhibition board and X frame are RMB xx, and the sales proportion of publicity expenses is 1%.
From the distribution of gifts, unit consumption has increased, but consumption is relatively concentrated.
The number of gifts distributed is 30% less than the actual expected number.
During the 9th event, 4 1 Unicom mobile phone experience cards were sold. In the cooperative activities with China Unicom, this new marketing model has brought some new ideas to consumers. In particular, China Unicom put up the "China Unicom Honglou Department Store Strong Shopping and Mobile Phone Experience Card" in the competent business hall, and printed 500 leaflets. "Chinese Valentine's Day Honglou Department Store Unicom Strong Shopping Get Unicom Experience Card" not only publicized our activities, but also made consumers feel the benefits.
Judging from the above situation.
1, media selection:
There are some shortcomings in the choice of media platform in this activity. On the 28th, the advertising campaign was launched, but on the 29th (Saturday), the sales decreased by% compared with last Saturday. On the eve of New Year's Day, the turnover should increase, especially driven by promotional activities. From the data point of view, in our media selection, the scope of publicity is narrow and the target group is biased.
Our main theme is the slogan of fashion and leisure, which is aimed at fashionable women and young people, and we should also choose a platform with high visibility in the media. Meet the needs of shopping malls and target groups.
2. Lack of planning:
Promotion activities are organized and implemented under time pressure. Although they all have a certain market base, the overall development direction and annual plan of a single activity or enterprise are quite different. A single activity can't help the accumulation of corporate brands, but it will affect the pace of brand accumulation. For example, this activity refers to the sales records of best-selling brands in the formulation of prizes. However, several best-selling brands did not participate in this activity, which not only affected the activity, but also affected the cohesion of the mall.
3. The coordination between profit-making departments and non-profit departments is poor;
The promotion activities of each floor pavilion can not be regularly fed back to the planning department that publicizes this information. The promotion information of the special store has become a domestic sales document, which can not increase the brand customers, and the purpose of small profits but quick turnover has become wishful thinking. The planning department has lost the support of this information. When making an activity plan, we can't combine shopping mall activities with special pavilion activities, which will not only be independent, but also isolate the activities. When the sales department negotiates the proportion of activities with agents or manufacturers, it loses its position.
4. Poor implementation of activities:
Regardless of the size of an activity, "strategy accounts for three strokes and seven styles", which shows the importance of activity implementation. Even if no one implements the optimal strategy, he will still wait for zero. Employees do not know enough about the promotion knowledge of activities, lack service enthusiasm, and lack skills and vitality in promoting promotional activities. In the minds of employees, there is no concept of "activities have greatly increased in turnover, and there is a lot of capital and manpower input". In addition, there is no radical plan in the sales process, and the sales tasks are not subdivided. "General management, probably sales" also limits the growth of sales.
5. Lack of forward-looking and fashionable performance:
Members of the planning department should often go out to learn the latest market information, do a good job of sorting out the information and learn more about the cutting-edge fashion information.
Next plan
In order to overcome various difficulties and avoid the above situation, each activity has the following five elements:
1, accurate market background;
2. Careful planning;
3. Close integration;
4. Close cooperation;
5. Strong execution.
Summary of Promotion 4 This promotion lasts for 58 days from 65438+ 1 in 20xx to 29Feb in 20xx. It is understood that Shang Chao has a certain growth compared with the same period of last year, and the sales volume is mainly driven by key stores such as CR Vanguard and Renrenle, and the effect of the activity plan is average.
According to the market, the whole Shangchao wine market has shrunk during the Spring Festival this year, but it is mainly reflected in the gift boxes. Our company has made some achievements through the adjustment and improvement of product structure last year, the maintenance of store customer relationship, the construction of promotion team and the cooperation with dealer's activity plan.
The forms of this promotion activity are mainly divided into four categories:
1. On-site special sale:
Mainly reflect the CR Vanguard system * * * 12, the cumulative number of special items 18 times. This form of activity caters to the psychological needs of ordinary customers, and the market response is good, which effectively drives sales to a certain extent. But at the same time, there are some negative effects, which reduce the brand loyalty of consumers; Increase consumers' sensitivity to price; Affect consumers' recognition of commodity quality.
Double pile head end frame
Stack head and end shelf are not only reflected in sales, but also in his publicity and display to attract customers, thus guiding customers to this kind of goods or supporting products. During the whole Spring Festival, the stacking heads and end racks of our supermarket were not put in place one by one according to the original plan, but several key stores have been supplemented one after another, which also played a certain role in publicity and promotion.
Sanshangkan
The promotion advertisement of a single product has both special price and publicity. Our company's products are mainly made of 94 Cabernet Sauvignon and Golden Dynasty. This form of activity has effectively increased sales and increased the credibility of customers. According to the actual situation of the store, 94 customers of Cabernet Sauvignon have a certain amount of customization.
Four times cashback
Cash back activities also belong to an indirect profit promotion method. Although the surface value is small, it is the most affordable promotion for consumers. During the whole activity, our company's products are mainly aimed at single products, and the cash back procedures for single products are more troublesome, and only for shops with promoters, with fewer audiences. The overall quota promotion cashback is relatively weak.
In short, we should flexibly grasp the advantages and disadvantages of various forms of activities, proceed from the actual needs of customers, foster strengths and avoid weaknesses, formulate the best scheme, and realize the pattern of synchronous development of sales volume and brand.
At the same time, the competition in Xi 'an wine market is extremely fierce, especially Changyu, Great Wall and Wei Long. These brands have been deeply rooted in Xi 'an and have been subconsciously formed in customers' minds. In every peak season promotion, high-cost investment (stacking, shelving and publishing in each store), crowded tactics in key stores and staff coverage in branches are adopted, and the promotion methods are flexible, the main products are prominent, and the gift boxes are updated quickly, which conforms to the market reality and caters to consumers.
Through my observation and understanding during this period, I feel that the whole activity is quite successful, but from my personal point of view, there are still some shortcomings. Let me talk about my views from the following points:
First, negotiate with the system. The personnel information of our company is closed and we have not learned the first-hand information. As a result, the whole decision-making process takes a long time and is in an undecided state, so it is difficult for Shang Chao system and dealers to come up with the optimal scheme in a short time, which has a great impact. In view of this, it is very important which model should be adopted when making the promotion plan in the future.
2. Our company's product price system is incomplete, which is reflected in the fact that the single product is more than 20 yuan in 30 yuan, and the activities of Cabernet Sauvignon and Jinzhuang Dynasty are more than 20 yuan, but the 30 yuan is blank and cannot be filled. We should further increase the price of single products between 20-60 yuan, especially between 30-50 yuan, and use single products with high ex-factory price in a low-profit way for dealers, so as to benefit consumers and increase the price of a single bottle relatively. The price of gift boxes is the highest in 90 yuan, but the price of gift boxes in our company is very high, coupled with the lack of brand promotion, we can't go anywhere.
3. Promoters, especially professional promoters, should strengthen training, especially in wine knowledge and personal store behavior. As a supplement to emergency personnel, temporary promotion should be prepared in advance. It is suggested to strengthen the training of products and sales skills before the peak season, especially to receive and guide customers at the store. With the extension of promotion time, we should strengthen communication and summary. If necessary, you can take a long-term promotion and short-term approach, study for a period of time, and wait until the peak season before assigning to specific stores.
Four. In addition to further strengthening the daily maintenance of key stores, we should also strengthen the sales of branch stores, especially in the peak season, in order to boost the overall sales. At present, in the whole supermarket in Xi 'an, the sales of key stores account for a large proportion, but other branches still have a certain passenger flow, especially in the peak season of sales, which deserves attention. It is understood that our wine has a certain self-flow in these stores during the peak season. If we increase our investment in these stores, especially in the peak season, it will greatly boost the sales of this store.
5. Focus on maintaining market share in the off-season, increase in-store advertisements such as heaps, shelves and periodicals to guide sales, and gradually shift the demand for product functions in the peak season to focus on brand awareness, so as to maximize the visibility of the company's wine products in the off-season and meet the arrival of the sales season. Only in this way can we better lay the foundation for increasing sales in the peak season and cultivate a long-term customer base for the brand.
In the shadow of the Great Wall and Changyu, it is difficult for us to sell every bottle of wine. Therefore, we must further innovate our marketing ideas according to the specific market situation and our own actual situation. Do a thorough, detailed and precise job, further improve work efficiency, and do a good job in our product display, store customers, product structure and promoter management.
Summary of Promotion Activities 5 Last semester of my sophomore year, I took the course of Marketing. In order to make knowledge no longer limited to books, I personally participated in a commodity promotion activity to increase our practical knowledge.
Because of my part-time job, I participated in the promotion activities more than once. These measures include promoting cereal in supermarkets and selling bright milk near communities. In this practical article, I will talk about my feelings and gains from these two promotions.
First of all, let me briefly introduce the characteristics of these two promotions. Different promotions have different promotion methods, and we also have different requirements for promoters. It is a consistent way for supermarkets to promote grain strength. Many competitors, if they want to stand out, should focus on their own differences, which can also be said to be the demands of the goods themselves. For example, the selling point of cereal cereal is its natural cereal beverage, and it is promoted from carbonated beverage and health point of view. It is suitable for men, women and children, so it has a wide audience and needs your full attention when selling. The promotion activities of Bright Milk are different. The biggest difference is the location. His retailer is very special. It stays at the gates of various communities, and the time is only from off-duty time to people's after-dinner walk time, because at this time, the flow of people is large, and consumers also have the same consumption desire. This special retailer is also related to the characteristics of the product itself, because bright milk belongs to short shelf life food (order bright milk), and its selling point is also fresh and healthy. It needs to be delivered to consumers every day, so there are restrictions on consumers' living places. When propaganda is carried out at the gate of the community, the audience is the residents of the community.
I participated in the promotion of Bright Milk earlier than Gu, which was the summer vacation of my freshman year. My first part-time job there was to study at work. After working for two months, I have a certain understanding of Guangming Company. First of all, Guangming Company is an enterprise with large scale, good reputation and strong financial strength, so it has its own sales outlets and its own sales channels can effectively publicize and promote while controlling retail prices. As one of the sales staff, I only need to be responsible for simple sales promotion, as well as other related effect reflection, sales statistics and so on. Are responsible for sales outlets. In my opinion, such sales activities are well managed.
In this promotion of Bright Milk, my main job as a salesperson is to distribute leaflets to simply introduce the characteristics of Bright Milk to potential consumers, so as to persuade them to try our products and further guide consumers to buy our products. As an advertiser who is studying, I noticed that Bright Milk used mantissa pricing strategy when distributing leaflets. In addition, the marketing channel selected by Bright Milk in this marketing activity has well realized the four functions of the channel (radiation function, continuous function, support function and benefit function). The publicity effect of distributing leaflets is potential and long-term, while the ready-made sales promotion effect of salesmen is short-lived and fast.
As salespeople, their own quality should also reach a certain height, they should have the vision of finding potential consumers, and they should use marketing methods flexibly to arouse consumers' interest and promote instant transactions. In the promotion of Bright Milk, I came to a conclusion that different promotion methods are aimed at different consumers. First of all, it should be sold to people with independent spending power, which may exclude some teenage students and some elderly people. In the process of sales promotion, I will focus on young and old office workers in their thirties. They have self-help consumption ability and extensive consumption demand, and can order milk for children or the elderly at home. There are also some newly graduated office workers. They long for convenience and want to enjoy it. They can adjust their milk delivery time and taste changes appropriately. In addition, Guangming Company also has different products for different age groups, including formula milk "Little Bright" suitable for children aged 3-6, pure milk with high calcium suitable for the elderly, and fruit yogurt with different tastes suitable for young men and women. After two months of sales, I think salespeople should be good at finding potential consumers, have good communication and negotiation skills, be patient and show full sincerity in front of consumers until the sales are successful.
Gu's promotion was a part-time job in the supermarket on weekends when I was in college. I have made full use of my previous sales experience to promote it, but the effect is not very satisfactory. There are many objective reasons, such as insufficient manpower and too many competitors. There are many reasons, such as long working hours, obvious incompetence, decreased pertinence and inability to catch potential consumers.
After these two sales promotion practices, I have a little knowledge of sales promotion skills, and the sales promotion personnel are not so good. Secondly, I also learned some marketing knowledge through this personal practice. In reality, I have a vivid understanding of different sales channels, especially the complicated three-level channels. As one of the promotion activities, I have mastered the process and management of various promotion strategies. We have also learned to understand their requirements from the perspective of different consumers, helping us find the demands of products and achieve better promotion results. At the same time, knowing the marketing environment has a great influence on the marketing of goods, which also makes me strengthen the research on the marketing environment in the future. In short, these two practices have benefited me a lot, and also taught me my own shortcomings. I still have a lot of knowledge from books to learn. The study of college students is indispensable to books and practice.