Three model articles on home marketing planning scheme

Marketing refers to the process that enterprises discover or explore the needs of potential consumers, so that consumers can understand products and then buy products. I have compiled a model essay on home marketing planning scheme here for your reference. I hope you get something from reading!

Demonstration text of home marketing planning scheme 1 activity time: April 20? May _ _ _

Activity content:

First, famous furniture is sold at a discount.

To celebrate the opening of the second phase of Furniture City, Furniture City moved out from the largest furniture production base in China? Dongguan has launched new fashion styles, and manufacturers have jointly made profits, taking the lead in setting off a storm of brand-name discounts in the furniture industry, with 3-5 discount for the whole audience and 25 18 yuan for suite furniture! Famous brands, really so cheap!

2. Happy Shopping Award (April 20th-May _ _).

During the activity, those who spend over 500 yuan in Furniture City on that day can participate in the lucky draw once, and those who spend over __00 yuan can participate in the lucky draw twice, and so on. Buy more and win more, and you won't be blocked.

Award setting (__0% award):

First prize: 2 winners, brand-name refrigerator 1 set.

Second prize: 5 brand-name electric vehicles each.

Third prize: 30 brand-name bicycles for each prize.

Fourth prize: 50 people each with a beautiful electric kettle.

Thank you prize: several cups or a beautiful basin are awarded for each prize.

Third, value-added services alternate between old and new.

For the convenience of consumers, Furniture City provides services such as trade-in, furniture maintenance, door-to-door delivery and common sense consultation on furniture purchase. The best discount for old furniture is 500 yuan.

Fourth, floor maintenance and sanitary delivery.

During the activity, you can enjoy free consumption of 2000 yuan in the furniture city? Home of life? Floor maintenance once, per person per household, only solid wood floor, transferable.

V. Guessing Prize of Furniture Price (May 1)

On the day of the event, a wonderful cultural performance will be held in the square in front of the furniture city, and the audience will have the opportunity to participate in this activity. The one with the closest price will win and get the 50 yuan Prize. Performance time: The event will start at _ _ 00 a.m. on the same day.

Model essay on home marketing planning scheme 2 I. Planning background

1. There is an urgent need for major brands to compete in the region and expand the product market.

There are many excellent furniture brands in Anshun. However, with the joining of different brands, occasional consumption appeared in Anshun furniture market. The urban market can't meet the needs of various businesses. In the face of constant competition in the same industry, the market share of various brand businesses is gradually shrinking. In addition, major brands have entered Anshun market, which has caused great pressure on businesses and seized most of the market. Facing the increasingly fierce competition in the same industry and well-funded brands, the expansion of Anshun furniture market is imminent.

It is imperative to occupy the vast towns and rural markets.

From the analysis of our existing customer resources, the demand for furniture market in villages and towns is also growing. At present, there is still much room for development in this market. When customers in major towns and rural markets buy furniture, most of them go to the surrounding urban areas and counties. However; The furniture market in the county is not mature, and the urban area is too far away from the countryside and towns, which has caused a series of unfavorable factors such as great inconvenience and high price for these customers in the procurement process. In order to expand the product market and form a brand-new and positive win-win marketing concept. Invest in developing the local market and adopt? 5. 1 Give love to send furniture to the countryside? Taking activities as the theme, we will March into the surrounding counties, towns and rural markets of Anshun City. Seize the dominant position in the county, township and rural markets.

3. Clearly identify the trend management of furniture.

With the improvement of consumers' consumption level and the urgent pursuit of quality life, furniture consumption has gradually increased.

It has gradually become the second largest family investment project after residents buy a house, but it seems that consumers can't place an order without spending a few days buying furniture! The reason for this result is that there are many brands and consumers' poor ability to distinguish products, and there are two kinds of prices in large retail stores such as furniture malls, one is self-determined price, and the other is factory? Lowest price? Therefore, the transaction price of all commodities is almost between these two prices. As a result, consumers look at this good thing or that good thing in the furniture market and start to calculate the price when they get home. They always feel that the price can be lowered, which makes consumers have a strong defensive mentality in the process of buying furniture and always keep a cautious attitude to prevent being cheated by merchants. How to change the current consumption state? That is, the furniture products are clearly marked.

4. Looking forward to the future furniture market

Furniture products should open up rural and township markets with only one purpose, that is, to control local homes.

Dominate the market. Let the company form a furniture industry product that stresses honesty and provides quality products and services in rural and township markets. Better gain a foothold in the rural and township markets, and combine with the street furniture market, implement the management of clearly priced furniture, and integrate it into a huge furniture market. Only in this way can our furniture market have more room for development.

Second, the theme of the event: Thanksgiving returns to Labor Day.

Xingwei furniture goes to the countryside, and the price is clearly marked to benefit the citizens.

Three. Activity time: April 20th to May 20th, 20__

Four. Venue: Xingwei International Furniture City

Market analysis of verb (verb's abbreviation)

A comprehensive analysis of the furniture market in the surrounding counties, towns and villages of Anshun City has the following points:

(1) The furniture market in each county is imperfect and the price is high.

(2) The furniture market in each township and rural market is basically in a blank state.

(3) It is inconvenient for customers in counties, towns and rural areas to buy in urban areas.

(4) The prices of furniture stores in urban areas are imperfect and there are price differences.

(5) In addition, local consumers have less information sources about products and brands.

Therefore, the county, town and rural market have extremely high development value.

Customer analysis of intransitive verbs

Consumers mainly have the following characteristics:

(1) Consumers are skeptical about the product price and are not at ease about the product quality.

(2) Advertisements in counties, towns and rural areas are not chaotic, and it is easy to achieve results in promotion.

(3) counties, towns and rural areas need convenient and affordable shopping environment.

(4) counties, towns and rural areas have a high degree of trust in urban products.

Seven. Creative scheme

In view of the characteristics and problems of merchants and consumers we analyzed before, from the perspective of both, from the perspective of win-win, we hereby put forward the following creative schemes that dare to be the first:

(1) Furniture goes to the countryside, so that local consumers can enjoy convenient and affordable unified consumption.

(2) the implementation of price management for some commodities, so that consumers no longer worry about the price.

(3) Draw cash prizes to stimulate consumers' consumption.

Eight. Operation mode

1.5. A furniture activity to give back to the countryside.

(1) Courtesy activities in the store

During the activity, all customers who patronize Xingwei Furniture City will receive a beautiful gift from Xingwei, and the quantity is limited while stocks last. (with rural identity documents)

(2) Subsidies for furniture going to the countryside

Buy furniture and enjoy the subsidy for furniture going to the countryside: all township and rural households can enjoy the highest subsidy for furniture going to the countryside with valid certificates and subject to the final transaction price. The meaning of (subsidy _ _%): during the activity, the furniture increased by 7 percentage points, the actual profit was 3 percentage points, and the profit was _ _ percentage points. )

You shop, I pay the bill.

Customers can apply for the round-trip fare on the basis of the shopping order of the day when they buy any goods or place an order to buy any goods during the activity. (Fares are quoted according to the amount of furniture purchased) 2. Goods are clearly marked and sold at low prices.

5. During the activity, two halls were specially set up to clearly price the goods and benefit the people at a fair price, that is, the children's leisure hall.

3. Lottery activities

The lottery can be set to draw once for 3000 yuan or more; 8000 yuan twice; 13000 three times and so on. Activities include: first prize: cash prize 5 188 yuan.

Two second prizes: a set of leisure sofas with a value of 3 188 yuan (calculated at a cost of 2,000 yuan per set).

Five third prizes: one exquisite coat rack with a value of 588 (calculated according to the cost of each set in 0 yuan).

One hundred lucky prizes: exquisite gifts provided by the company.

Nine. Activity promotion

Issue 1. DM single page.

2. Publicity of Qianzhong Morning Post.

3. body advertising.

4. Place cloth labels in villages and towns.

X. budget

1, DM single page: A3_50000 copies _0.28 yuan/copy = 14000 yuan.

2. Half-page newspaper advertisement: 2,000 yuan per issue = 4,000 yuan.

3. Car body advertising fee: 15 m2/ car _4 car _ _ yuan/square meter =600 yuan.

4. Event prize fee: 9688 yuan.

5. Bid laying cost: (18 township _2 blocks/town _6M/ block _6 yuan/m) +( 18 small stakes _2M/ block _6 yuan/m) = 15 12 yuan.

6. Lottery: 500 _0. 1 yuan/sheet =50 yuan.

7. Travel expenses: Travel expenses: (15 places _2 people/places _2 days _50 yuan/day) +(8 places _2 people/places _2 days _ 0 yuan/day) +( 1 places _3 people _2 days _ 0 yuan)+

8. Travel fare: 1824 yuan.

Total: 38,674 yuan.

Model essay on home marketing planning scheme 3 I. Purpose of the activity:

Make full use of the opportunity of the 11th National Day, integrate resources, carry out a long-term promotion activity in a planned and strategic way, better convey the management concept of Meijia furniture, enhance the brand image of the enterprise, stimulate product sales, and realize the synchronous promotion of brand image and product sales.

Second, the theme of the event:

Activity theme: 5600 yuan suit, combined furniture, one yuan spike.

Campaign slogan: 1 1 Buy furniture and come to the United States.

Third, the activity ideas

Make full use of Mid-Autumn Festival and National Day, and directly benefit consumers through promotional methods such as one-dollar spike and special package furniture, increase product sales and expand the brand influence of Meijia.

Fourth, the activity time:

September 20th __ 10? 20__ year 10 year 10/5 October

Verb (short for verb) Location:

Zhengbianlu Phoenix City and Meijia Home Furnishing Supermarket

Activity of intransitive verbs:

1, Meijia one yuan? Spike. More exciting!

2. It is even more pleasant to book suite furniture with Meijia!

3, and the United States set combination furniture more value!

Activity one? Hemeijia? One yuan? Spike. More exciting? enforcement regulations

Activity overview:

One-dollar spike is a new way to promote consumption with the prosperity of the network. Due to the network environment, this form is considered to lack credibility, and the one-dollar spike is criticized by netizens. There is also a problem of honesty when transplanting one-dollar spike into actual commercial sales. It is based on this situation that the creation proposal of Central is linked with the media to enhance the credibility of the event, and it will get twice the result with half the effort by spreading activities and organizing personnel through the resources of the media.

Activity time:

10 June 20th __ 1, 3, 5, 10: 00 am and 17: 00 pm.

Active commodities:

Suite furniture worth 5600 yuan, with 30 sets of whole suite furniture.

Participate in customer qualification:

Holding and Meijia Home Supermarket? The island of wealth set furniture is one yuan? Spike. Credit card customers.

How to get the qualification to participate in activities:

1, September 10? During the period of 65438+10.5, I subscribed for the second kill coupon in Hejia Furniture Supermarket;

2.6 month 65438+ 10 month 1? During the period of June 5438+1October 5, the subscription was made at the claim office of Phoenix and Meijia one-yuan spike coupons;

3.9 months 10? During the period of June 5438+1October 5, call the Zhengzhou Evening News issuing hotline 67655600 or contact the Zhengzhou Evening News issuer to apply for a one-yuan spike coupon;

4.9 months 10? During the period of 10.5, if you order a set of furniture in the United States, you will get one yuan. Spike. witness

Activity promotion:

1, ground promotion: During June1-1October 5 10, a one-yuan second-kill coupon sales department with no less than 10 will be arranged around Phoenix for promotion;

2, homepage promotion: Zhengzhou Evening News distribution team, the homepage is pushed directly every day;

3. Community promotion: Meijia designated community, promoted by the target customers of Zhengzhou Evening News Publishing House;

4. Infield promotion: September 10? During the period of June 5438+1October 5, at the fourth floor of Phoenix South Building and Meijia Store, no less than five one-dollar spike card sales points will be arranged for promotion;

5. Media promotion: We will use Megamedia, DM and big screen to promote activities.

Choose to cooperate with the media:

The customer base of Hejia is mainly Zhengzhou consumers. If you want to promote the activity well, you must first influence Zhengzhou people. To influence Zhengzhou people, we must choose the media that can influence Zhengzhou people. Zhengzhou Evening News is mainly distributed in Zhengzhou and its surrounding cities and counties. It has been run for more than 60 years and has a good reputation in Zhengzhou people's minds. It has a wide distribution coverage in Zhengzhou, and the party newspaper subscribes. Readers account for more than the middle-level leaders of the organization, which is consistent with the customer base of Meijia. It is more appropriate to choose to cooperate with Zhengzhou Evening News.

Forms of media cooperation:

1, with? Zhengzhou Evening News? Fudao suit combination furniture one yuan spike group? Membership recruitment form, large-scale customer telephone;

2. with what? Book the furniture of Meijia suite and send Zhengzhou Evening News and Zhengzhou Mobile Newspaper? Collect the form of target customers.

3. with what? Zhengzhou Evening News? Furniture welfare eleven? Promote activities in the form of special columns to convey the contents of the activities.

Customer organization:

1, Zhengzhou Evening News? Fu zhidao suit combines furniture to recruit members of the one-yuan spike group to convene large-scale customers;

2. Combined with Meijia customer information base, send short messages for customer organizations to inform the activities;

3. Combining with Meijia Building Materials and Home Furnishing Customer Information Database, send short messages for customers to inform the activities;

4. During the activity, go to the Meijia store to consult customers who are interested in buying or organize scattered guests.

Activity props:

1 one-yuan spike coupon: earn 3? 50,000 yuan, considering the safety, it is best to use anti-counterfeiting marks or build official seals before selling;

2. One-dollar spike sales desk: 5 around Meijia Store, 5 around Meijia Store, around Phoenix 10, 20 in * * *

3. Drop-off coupon box for spike activity: Drop-off coupons at the event site, with two coupons for spikes, one for use and one for standby, for customers who participate in spikes;

The main stage of spike activity: the background is the main screen of the activity content. Considering the large number of people, it is recommended to set it in a relatively open area, which can accommodate 500 people. 1000 people area is suitable;

5. Registration form for receiving goods of the winner of the spike: Every spike activity, customers who receive goods must register their own information, including name, address, telephone number, ID number, copy of ID card, etc.

6. Spike activity reward card: * * 30. After each activity, on-site awards will be given to customers who have obtained goods, and customers will go through relevant procedures on the spot with this card;

7 camera or video recording equipment: it is best to record every activity for the company to keep and ask questions to customers for verification;

8. The host of the spike activity: a person with good eloquence, provocative language and healthy appearance is suitable and needs one person;

Notarization: In order to embody the principles of fairness, justice and openness of activities, it is suggested to establish an activity notary;

10 ceremony personnel: leading the leaders to the stage, passing medals and other related links.

Activity rules:

1 Participating in Meijia Home Supermarket? The island of wealth set furniture is one yuan? Spike. Activities, you need to hold a one-yuan spike coupon;

2 participate with a one-yuan spike coupon? Spike. Both the positive link and the secondary link of the activity must be complete, and the defect will be regarded as invalid. Henan Hemei Home Furnishing Co., Ltd. does not bear tax on the goods obtained by participating in the spike with coupons;

Three dollars? Spike. The activity is scheduled to be held on the morning of June 20th 10, 3rd and 5th 10 and the afternoon 17: 00. Please be present two hours before the event. If you fail to be present on time, you will be at your own risk.

4. One-yuan spike coupon, which will not be refunded after the deadline, will be anonymous, lost and invalid. Use only once, and it will automatically become invalid after use;

5. Customers whose names, phone numbers and ID numbers on the front of the one-yuan second-kill coupon are not properly filled in have the right to choose invalid results and kill again if their authenticity and validity cannot be confirmed;

6. Confirm the peak results on site. If the customer who has obtained the seconds kill goods is not at the scene and fails to get in touch with the organizer before the next activity, it will be deemed as an automatic waiver and Meijia will not pursue the goods;

7. If you participate in activities by illegal means such as forging or killing coupons, Meijia reserves relevant legal rights;

Within the scope permitted by law, Henan Hemei Home Furnishing Co., Ltd. has the final interpretation right to adjust the content of the activity and the one-yuan spike coupon.

Randomly invite a customer to come up, extract a second kill coupon from the second kill box, the customer announces the second kill coupon code and customer information on the spot, and then invite the extracted customer to take the stage; (For the first activity, please choose the first customer with American leaders. )

Precautions for activities:

1 Select 5 lucky customers for each activity, and customers had better select them themselves to avoid suspicion;

The duration of each activity is 30? 50 minutes is appropriate, the host can flexibly control the rhythm of activities and introduce the special activities of Meijia in the interaction;

Before and after the event, employees of Meijia paid more attention to guiding customers to Meijia stores and recommending special events;

The stage should be set near the Meijia store or the place where it is easy to reach Meijia, which is convenient for customers to visit the store. If you can lay a red carpet from the stage to the storefront, you should stick a floor sticker on the carpet;

The lucky customers and hosts of each spike activity verify their identities on the spot and announce them on the spot.

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