Spring Festival is the most important festival in a year. For supermarkets with large passenger flow, business will not be dull even if they don't do activities. However, in the competitive situation, a good planning scheme is not only an effective way to increase the unit price of customers, but also a good opportunity to enhance the goodwill of customers and enhance the reputation of enterprises.
Before making a plan, we can divide people who come to shop into three categories according to the purpose of shopping.
The first category: ordinary families shop in large quantities to reserve new year's goods.
The peak of consumption starts from the 23rd of the twelfth lunar month to the 30th of the twelfth lunar month. The general consumption amount ranges from 50, 100 or 200, and the commodities purchased are mainly daily necessities and special new year's goods. Therefore, we must make great efforts to purchase some relatively affordable livelihood products or special new year's goods for this group of people, so that these products can be used as the main products in the publicity to attract customers to buy. The planning scheme can start with increasing the customer's unit price and operate in the unit of 100, so as to achieve the purpose of increasing sales. Of course, in order to highlight the festive atmosphere of the Spring Festival, activities can be interesting and participatory, so as to leave a deep impression on customers.
The second category: tobacco, alcohol and non-staple food gifts prepared by ordinary families for visiting relatives and friends.
The peak of consumption should be before the fifteenth day of the first month. Because visiting relatives and friends usually bring at least two kinds of gifts, we can consider the bundling scheme, but according to past experience, the bundled goods must be best-selling products and must make customers feel affordable, such as ham sausage+milk+instant noodles+barrel oil =? Money or milk+barrel oil = Money, etc. , can be set to two sets, three sets, four sets, etc. , either in the form of price concessions or in the form of physical purchase. In order to highlight the highlights of the "set", these items can be labeled with the same label or tied with streamers to increase the festive atmosphere and promote sales.
The third category: individual units buy in bulk.
The peak consumption period begins in the twelfth lunar month. For this group, we only made propaganda slogans a few years ago, without clear preferential measures. This year, we can try to publicize the group purchase discounts of different amounts in detail on the DM sheet, clearly mark the price and stimulate the sales expenses.
Through the above analysis, the different consumption characteristics of target customers are defined. This year's Spring Festival should start with the promotion of new year's goods, lengthen the activity time, diversify the activities, truly highlight the "festival" atmosphere, and realize the desire of ordinary people to shop happily and enjoy the benefits.
I. Theme of the event: Mei Jia Boutique New Year Festival.
Two. Activity time: February 10 (December 23rd of the lunar calendar)-March 5th (1 month 16).
Third, the overall campaign slogan-
Happy Mei Jia China shopping surprises constantly.
Description: It can be used for publicity before and after buses, entrance to shop lobby, shop atmosphere, various shop couplets, etc.
Four. Activity content
(1) The Spring Festival is coming, and "Fu" will be delivered soon! Activity time: February 10.
Shopping brings happiness, good luck and surprises to the family!
Anyone who shops in Camry stores in 50 yuan will be given a gold-lettered "Fu" worth 5 yuan (***20xx pieces will be delivered).
(2) Gift of "Carp" in the New Year: February 7-February 17.
Good luck in the New Year and "gifts" in the New Year. Every year, there is a "fish", and the weather is favorable, and carp falls from the sky. Shopping all over 200 yuan, send one!
(3) Specially planned Valentine's Day special edition: February 7th-14.
My dear Valentine's Day, especially to really enjoy it, roses, flowers and chocolates are indispensable!
Buy Valentine's Day special goods and send roses to 38 yuan.
Those who shop all over 60 yuan will pack free Valentine's Day gifts.
Shopping all over 300 yuan in the clothing area, send a box of chocolates worth 38 yuan+a rose.
(3) Grasp the "blessing" of the new year and give whatever you catch.
Activity time: February18-February 27th (from the first day to the tenth day).
When the New Year comes to prosperity, Mei Jia will let you shop for Le Tao Tao and take it home when the shopping is full. Take it when the shopping is over 100 yuan.
Note: This is actually a lucky draw. Different from the past, the setting of prizes can be diversified. You can set a grand prize to create a sensational effect, or you can write the gift directly on the lottery without a grand prize. If the latter scheme is adopted, the prizes left by the planning department and the gifts obtained from the last business can be counted and written on the lottery according to the quantity. If the gifts are insufficient, you can buy some small Chinese knots or pendants to supplement them. Although these things are small and cheap, people tend to pay more attention to the jubilant participation process of "good luck" activities because they are during holidays.
Note: There may be first, second, third, fourth and fifth prizes and participation prizes. First prize: 1000 Yuan gift certificate 2 (1) Second prize: 5 500 yuan gift certificates (2) Third prize: 100 Yuan gift certificate (3) Fourth prize: 20 50 yuan gift certificates (10) Fifth prize: 50 20 yuan gift certificates.
(4) The group purchase price is lower and more polite, and the fortune is sent home!
Activity time: February 7-February 27 (day 10).
Buy over 20xx yuan to send a piece worth 50 yuan.
Buy over 3,000 yuan to send 99 yuan wine.
Buy more than 5,000 yuan to send wine worth 150 yuan.
Group purchase over 10000 yuan to send value 280 yuan gift box.
Model marketing plan Article 2 According to the existing corporate customers of the Bank, customers are divided into two categories and eleven sub-categories, namely: government institutional customers, including municipal finance, city finance, county finance, provident fund system, housing and construction sector system, social security system, cultural and educational system, medical and health system and other institutional customers; Corporate customers, including credit companies and general companies. Formulate and implement special marketing methods according to different customer categories. The preliminary marketing plan for all kinds of corporate customers is as follows:
(1) government agency customers
By the end of March, the bank's deposits in government offices and units totaled XXX billion yuan, including XXX billion yuan in financial systems at all levels, and less in other government offices and units, such as XXX billion yuan in medical and health systems and XXX billion yuan in cultural and educational systems.
Government agency customers have their unique characteristics and advantages. According to the characteristics and advantages of government institutional customers, we plan to carry out special attack activities for government institutional customers every month, set a goal every month, and concentrate the resources of the whole bank for unified marketing. Details are as follows:
1, do a good job of information collection and find out the customer situation.
Government institutional customers have a strong policy, and policy changes will have a great impact on government institutional customers. To do well the customer marketing of government agencies, the core issue is to grasp the policy. Such as: organizational structure, organizational form, subject qualification identification, national investment and local government investment direction, investment operation mode, preferential policies for industries, etc. Starting from the research and analysis of policies, grasp the trend of policy changes and carry out marketing work in a targeted manner. Under the leadership of the vice president and director, we collect customer information extensively through organizing personnel. Identify a small group of government agency customers every month as the main goal of the month, organize relevant personnel to focus on policy information, find out the customer situation, and combine the collected customer information with the current customer situation of the Bank to lay a solid foundation for full involvement in marketing.
2, according to the information, do a good job of joint marketing.
According to the customer's department or line, subdivide the customer type and determine the specific public relations target. The vice president and director will lead the team, and the presidents of relevant branches will form a key team to determine a key line every month. By breaking through one of the customers or the higher authorities, the Bank launched a special joint rectification campaign to expand its market share in this line.
Government agency customers have the characteristics of professional concentration, clear management and relatively independent management standards. Customers often have a strong sense of identity, so we can make use of the connection between customers in the same line to carry out unified marketing, such as the unified marketing of hospital customers with the help of the Health Bureau and the unified marketing of school customers with the help of the Education Bureau.
3. Do extended marketing and comprehensive marketing.
For customers who have established contact, sub-branches (departments) will assign special personnel to carry out daily maintenance, manage customer maintenance according to the post-loan management mode of credit business, keep abreast of changes in customer funds, and do a good job in marketing downstream customers.
Government agency customers are scalable and comprehensive. This kind of customers have the function of capital source, through which they can make preliminary preparations for expanding downstream customers, developing financial demand and extending service demand. Marketing involves government agency customers. While doing a good job in asset-liability linkage marketing, we will market related downstream customers in a planned, step-by-step and systematic manner, give full play to the advantages of these customers' relatively small credit marketing risks and great deposit marketing potential, and promote them as a whole, laying a solid foundation for long-term and stable cooperation.
4. Strengthen the assessment and incentive mechanism.
Assess the monthly attack situation of each attack team, feed back the attack marketing situation on time, and reward the branches (departments) that successfully intervene in the target customers. The reward scheme is as follows:
(1) New assessment of monthly attack targets
The initial condition of this appraisal is that the average daily growth of the deposits of the target customers in our bank determined this month is > 0, and the average daily growth of the deposits of such customers in various branches (departments) is taken as the appraisal index. According to the month-on-month increment of deposits of such customers in our bank 1 yuan/10,000, the monthly bonus will be drawn and distributed by the deposit growth branch of such customers according to the growth ratio.
(2) Monthly customer growth assessment of government agencies.
The initial condition of this assessment is the month-on-month increase of deposits of all government agency customers of the Bank > 0, and the monthly average daily increase of deposits of such customers in branches (departments) is the assessment index. According to the month-on-month increment of deposits of such customers in our bank 1 yuan/10,000, the monthly bonus will be drawn and distributed by the deposit growth branch of such customers according to the growth ratio.
(2) Credit company customers
By the end of March, the bank's corporate loans were XXX billion yuan, but the customer deposits of credit companies were only XXX billion yuan, and the loan-to-deposit ratio of credit customers was only 1:0.2, which was seriously low. It is understood that when some peers issue loans to customers, the deposit conditions are loans: the deposit ratio reaches 1: 1, or even 1:2.
For existing credit customers, we should further tap the potential of customers and further improve their comprehensive contribution to banks from daily settlement and deposit. It is proposed that the vice president, the director and the president of the sub-branch will form an attack team to attack the credit customers of each sub-branch and increase the proportion of deposits of credit customers. At the same time, around the upstream and downstream relationship of existing customers, some high-quality customers are selected for industrial chain marketing.
(III) General corporate customers
All branches (departments) are required to sort out the existing general corporate customers and deeply understand the customer needs, such as credit financing, payroll payment, agency payment, door-to-door collection and other business needs. Through the development of credit business and other businesses, we will enhance customers' dependence on our bank and enhance their comprehensive contribution to our bank.
Marketing activity plan model essay 3 i. Analysis of the present situation of beverage industry
In recent years, the annual output of soft drinks in China has increased at an average annual rate of more than 20%, reaching more than130,000 tons. With the increase of output, the varieties are increasingly diversified, providing consumers with more choices. The variety of drinks in China has developed from a single soda to eight categories, including carbonated drinks, fruit drinks, vegetable juices and milk drinks.
The consumption of packaged drinking water dropped sharply in XX, and fruit and vegetable drinks were popular, with a year-on-year increase of 5.6%. The consumption of carbonated drinks and functional drinks decreased slightly, accounting for 1.7% and 1.9% respectively. However, the actual consumption of packaged drinking water, tea drinks and carbonated drinks is still more optimistic than predicted. This shows that people show substitution in the consumption of drinks, while the substitution process of fruit and vegetable juice drinks for traditional water and drinks is slow, and the impact on competitive products is still not strong.
Economists predict that by the summer of XX, fruit and vegetable juices, tea drinks and functional drinks will become the three main types of drinks purchased by consumers. The consumption of fruit and vegetable juice drinks will increase slightly, functional drinks will increase greatly, tea drinks, milk drinks, coffee and alcoholic drinks will not change much, and the consumption of carbonated drinks and packaged drinking water will decrease greatly. Consumers have higher requirements for milk-containing drinks and functional drinks, and manufacturers are required to ensure their naturalness, which is not only the requirement of new product research and development, but also the emphasis on beverage safety.
According to statistics, by 20xx, the global fruit juice and carbonated drinks will increase to 73 billion liters. The quality and innovation of products in the future are the key factors for the profit of beverage enterprises, and mergers and acquisitions between enterprises will also be a good way to occupy the market. Generally speaking, the technical content of soft drink products is not high, and it is relatively easy to enter the market, so the competition is particularly fierce. At present, the advantages of several listed companies are not obvious Only those enterprises with resource advantages, brand advantages, production of characteristic products and high internal management level can reach a higher level of income.
Second, the analysis of the current situation of the beverage market
There are eight kinds of products active in today's beverage market, including packaged drinking water, carbonated drinks, fruit and vegetable drinks, tea drinks, functional drinks, milk drinks, alcoholic drinks, coffee drinks and so on.
Among the major brands that are most frequently purchased, carbonated beverage brands account for three, and Coca-Cola is still the mainstream of consumption. Among the brands that consumers buy most often, Coca-Cola, Sprite and Queer account for 34.9% of the total, and their dominance is unparalleled. The frequent purchase frequency of the old rival "Pepsi" is only equivalent to its 1/7.
The high-priced 100% juice has become a hot spot for consumers because of its rich nutrition, low sugar, low fat and high calcium. Huiyuan is the main brand to buy. Low-concentration juices such as "Unified Fresh Orange", "Master Kong's Daily C Juice" and "Farmer Orchard" have also occupied a certain market share after several years of cultivation, making it a habit for people to drink fruit juice and vegetable juice.
Wahaha, the original brand of bottled water in China, has gone from bad to worse in the packaged drinking water market, and has been replaced by Nongfu Spring.
Functional drinks have gradually calmed down, and the brand "Pulse" has a slight advantage.
Third, the product positioning of "thirst quenching energy" beverage
Let's talk about the status quo of the beverage industry and the beverage market, and it's time to enter our topic-product positioning. After analysis and research, the author finally positioned "thirst for energy" as "functional drink of the post-80 s generation"
The reason for this positioning will be explained in detail below.
(1) functional drinks
In terms of brand appeal, Hungry for Energy is not suitable for making juice and milk drinks. The brand appeal of "thirst for energy-creating everything possible" brings people a powerful energy, which is more suitable for making carbonated drinks, functional drinks and packaged drinking water.
The carbonated beverage market is shrinking year by year, and the advertising marketing war between the two giants has pushed the competition in this market to the extreme. At the same time, consumers have high brand loyalty. For new brands, the entry threshold is high and the risk is high. The packaged drinking water market has not yet reached a complete monopoly, but the "scale effect" of this market is remarkable, which requires enterprises to have a reasonable layout of filling points, a small distribution radius and strict cost control. These requirements are very difficult for a new brand, which is not conducive to seizing the market as soon as possible. Although the purchasing power of functional drinks has not reached people's expectations in recent years, its development trend is good and its potential is huge. In China, except for the high reputation of Pulse, the market share of other brands is not large, which leaves a lot of room for new brands to enter, especially some local brands, such as Red Bull and Apple Vinegar, which are easy to survive.
Through the above analysis, the author thinks that "energy-hungry" beverage should be a functional beverage and can be positioned as a new type of nutritious water.
(B) on the "post-80s" positioning
In the past, the brand strategy only focused on the improvement of product functional attributes, such as "quickly balancing body fluids and enhancing immunity", which was only the lower level of several levels of brand connotation, and did not take into account the deeper connotations of brands such as value, culture and personality, as well as the positioning of users. In the new competitive situation, to expand the consumer groups, we must expand the brand connotation, and with the expansion of the brand connotation, the consumer groups will also expand.
The post-80s generation is an important group in today's society, which has attracted the attention of all walks of life. Their age is about 17-27 years old, with high cultural quality and strong purchasing power. This generation pursues individuality and self-improvement, and has its own judgments and feelings. In order to realize their dreams, they dare to challenge. I believe that as long as they have dreams, life will shine. These characteristics coincide with the demand of "thirst for energy-creating all possibilities". Energy-hungry beverages can be regarded as the materialization of the characteristics of the post-80s population, which greatly narrows the distance between beverages and consumers. This is also a popular "experiential marketing" in recent two years.
Fourth, the planning of "thirst for energy"
Through the above detailed elaboration, the author's basic idea of "energy-hungry" drinks has been clearly expressed. The following will introduce the market entry strategy of "energy-hungry" beverages through traditional marketing 4p combination.
(1) products
Because this product is located in the consumer group between 17-27 years old, it is necessary to accurately grasp the consumption characteristics of this group for beverage products. According to the survey data of a product test for teenagers by Beijing Zero Survey Company, this group is not sensitive to the brand itself. In most product fields, they will only buy new products or services based on the appearance charm and brand characteristics of the products, have obvious pursuit of novelty, fashion and personality, pay attention to feelings and intuition, and have strong impulse buying color, accounting for almost 6 1. 1 of the total sample size.
In this case, we must pay attention to the key points in the development and production of "energy-hungry" drinks. Although "energy craving" is defined as functional drinks, the emphasis should be on drinks, not functions. Once the function is emphasized, consumers' expectations of drinks will be greatly improved, which will easily bring dissatisfaction to consumers.
What is the real focus of this product? Taste and appearance. Using differentiated beverage packaging, the taste should be able to compete with ordinary drinks, which is the basis for the successful promotion of functional drinks. The target consumer group of Hungry for Energy is the post-80s generation, and this generation pays special attention to individuality. Therefore, we should strive for perfection in packaging design and try to break the traditional style of beverage cans and labels. The author suggests to break away from convention and adopt multi-color and curved bottles.
(2) Pricing
Price also has a strong constraint on consumers. However, for the post-80s generation, the price sensitivity is not strong. As long as it meets their preferences, they often don't care about the price. "Hungry for energy" can be priced by taking advantage of this advantage. The price should not be too popular, but it should be slightly higher than that of ordinary functional drinks. As for the specific pricing, detailed market research is needed.
(3) Distribution channels
When it comes to channels, there are no more than shops, supermarkets and convenience stores, and any kind of beverage products can be used. However, covering everything will often lose face. For a new brand and a small brand, the cost of entering the supermarket is high, and it will be strongly suppressed by competitors, and the effect is not good. The author thinks that after the listing of "thirsty energy", we should adopt the sales strategy of Mengniu when it debuted-entering the community and making "thirsty energy" directly close to the end users. This is the main battlefield of "thirst for energy" drinks, and the main manpower, material resources and financial resources are invested in street fighting.
(4) Marketing
Now there are many marketing methods, such as sports marketing, experience marketing, love marketing and news event marketing. If enterprises have strong financial resources and do more marketing activities, they will certainly bring benefits. I want to emphasize that marketing activities must conform to the characteristics of brands and consumer groups. Not all marketing methods are suitable for "thirst for energy", such as "love a penny" adopted by Nongfu Spring, which is not suitable for "thirst for energy". The following is a marketing strategy of "energy-hungry" beverage, which has not been used by enterprises in the beverage industry so far, for reference only.
Limited distribution strategy
Actively announce to the outside world that the weekly sales volume of "thirst-quenching energy" drinks at various sales points is limited, and it is sold quantitatively.
1. Take your own disadvantages as a selling point.
Luxury marketing generally adopts this strategy, and no one in the beverage industry has proposed it yet. In the eyes of most people, it is best to achieve scale effect in beverage production, desperately reduce costs, and take the initiative in pricing. As a new beverage brand "eager for energy", it can't be compared with robust, Wahaha and other big brands in scale. It is unrealistic to reduce costs by scale in a short time, and the ability to compete with competitors by price is still insufficient.
Other brands will also compete with "energy-hungry" through their own large-scale production, and strive to eliminate "energy-hungry" in the bud. In this case, enterprises simply follow the trend and turn the disadvantage of "thirst for energy" into a selling point. Take the initiative to play the slogan of "limited distribution" and formulate the sales policy that "the number of thirsty products sold at each sales point is limited, first come, first served, and will be redistributed according to the quota next week".
2. cater to the psychology of the target consumer groups.
"No one can sell it, only I can buy it; No one has it, I have it. " Such drinks will bring pride to many consumers. Coke and mineral water can be seen everywhere now, and will not bring you any added value. And "thirst for energy" not only has the function of beverage, but also brings people a sense of superiority and satisfaction, which greatly increases consumers' desire to buy.
3. Strong advertising effect
This marketing strategy can be described as the first in the industry, and "limited distribution" itself is an explosive news. As long as a press conference is held, major TV media, newspapers and the Internet will scramble to report it, which will quickly trigger a big discussion in the whole industry and attract consumers' attention. Advertising effect is far greater than media advertising.
The above is just an idea, which is not perfect enough, and the specific implementation remains to be discussed. However, this is the pursuit of "hunger for energy"-creating all possibilities.
The marketing activity planning book model article 4 was launched on WeChat in 20xx. Up to now, the number of users of WeChat has reached 200 million in more than one and a half years. Wechat marketing has also formed a wave, and many businesses have turned their attention to this rapidly developing new application. What are the irresistible modes of WeChat marketing?
1, grassroots advertising style-check the people nearby
Product Description: The LBS-based function plug-in "View People Nearby" in WeChat can let more strangers see this compulsory advertisement.
Function mode: After clicking "View Nearby People", users can find nearby WeChat users according to their geographical location. In these nearby WeChat users, in addition to displaying basic information such as the user's name, the contents of the user's signature file will also be displayed. So users can use this free advertising space to promote their products.
Marketing method: Marketers run WeChat 24 hours in the background in the most crowded places. If there are enough users of "Check the people nearby", the advertising effect will be good. With the increase of the number of WeChat users, this simple signature bar may become a mobile "golden advertising space".
2, brand activities-drift bottle
Product description: After transplanting to WeChat, the function of the drift bottle basically retains the original simple and easy-to-use style.
Function mode: the drift bottle has two simple functions: 1 and "throw one". Users can choose to post voice or text and then throw it into the sea. If other users "catch" it, they can start a conversation; 2. "Pick one" and "fish out" the bottles that countless users put in the sea. After "fishing", you can also start a conversation with each other, but each user only has 20 opportunities every day.
Marketing method: WeChat official can change the parameters of drift bottles, so that the number of times that cooperative merchants throw out "drift bottles" in a certain period of time will greatly increase, and the frequency of "fishing" by ordinary users will also increase. In addition, the "drift bottle" mode itself can send different text content and even voice games. If the marketing is proper, it can also produce good marketing effect. And this voice mode also makes users feel more real. But if it is only a simple advertising language, it will cause users' disgust.
3, O2O discount-sweep
Product Description: Since the development of QR codes, more and more of them have been used for commercial purposes, so WeChat followed suit and started commercial activities in combination with O2O.
Function mode: put the QR code pattern in the photo frame, and WeChat will help you find the QR code of your friend's company, and then you will get membership discount, business discount or some news information.
Marketing method: Adding QR code scanning to mobile applications, and then providing users with merchant discounts and concessions, this O2O method has long been popular. And there are so many similar apps in the app supermarket that you don't know how to choose. It goes without saying that there are hundreds of millions of active users on WeChat.
4. Interactive marketing-WeChat public platform
Product Description: For mass media, celebrities and enterprises, if the social sharing function of reform and opening-up platform+circle of friends has been started and WeChat has become a marketing channel that cannot be ignored on the mobile Internet, then the launch of WeChat public platform will make this marketing channel more detailed and direct.