How to write the Mid-Autumn Festival liquor promotion plan?

20 17 Mid-Autumn Festival Liquor Promotion Scheme In the past two years, China liquor enterprises have been struggling, 60% of them are in a state of loss, 20% of them barely make a living, and only 5% of them have maintained steady growth. In the midst of crying, XX Laobaigan Liquor Company sprang up suddenly, and XX Laobaigan Mid-Autumn Festival urged them to make full use of the advantages of the holiday market while insisting on terminal construction.

Archimedes once said, Give me a fulcrum and I can pry up the earth. If we say our experience in operating the holiday market, we can say that we have found the fulcrum to incite the holiday market of liquor. Mid-Autumn Festival liquor promotion plan

According to the market characteristics of XX Laobaigan, first of all, we divide the market by region, including the Beijing-Tianjin-Hebei market and the market outside the province. As XX Laobaigan is a regional brand and the Beijing-Tianjin-Hebei market has the same characteristics and is our pillar market, we conducted a detailed market survey on the Beijing-Tianjin-Hebei market.

In 2007, the marketing department organized our market information personnel to conduct an in-depth investigation of consumers and distributors in the target market. After sorting out and analyzing the collected information, the marketing department draws the following conclusions:

First, the results of consumer market survey in the target market;

1, consumer consumption is gradually rationalized, and today's consumers pay more attention to their own health and product quality;

2. While paying attention to the material benefits of products, consumers gradually pay attention to the additional benefits of products;

3. Consumer consumption began to move closer to products with brand power;

4. Consumers need a holiday gift product;

Second, the target market dealer survey results:

1. In recent years, the advertising of XX Laobaigan in CCTV has been continuously strengthened, and the marketing has been continuously developed in innovation. Dealers are full of confidence in the development prospects of XX Laobaigan;

2. Because in the off-season of liquor, our company cooperates with distributors to operate the terminal, and the off-season is not weak, and the market base of XX Laobai dry wine is gradually strengthened;

3. In the off-season of liquor, dealers purchase in batches and small quantities, and the inventory is relatively small.

4. Dealers generally have the psychology of short sales and brisk sales;

5. Dealers are afraid of low profits or losses in peak season, and hope that the company will take effective measures to protect the interests of dealers;

6. Dealers want the company to build a platform so that dealers can communicate and relax with each other;

Third, promote the theme.

1. Consumers and distributors want a new selling point for holiday promotion, that is to say, consumers need a reason to spend and distributors need a reason to sell;

2. The promotion theme should be novel and in line with the festive atmosphere;

Through the above findings, we not only understand the expectations of consumers and distributors, but also provide a reliable basis for us to make marketing decisions.

Looking for the fulcrum to incite the liquor festival

First of all, we set ourselves a short-term marketing goal, that is, sales revenue growth 15% in the same period. Archimedes once said, Give me a fulcrum and I can pry up the earth. The goal of increasing 15% in the same period is not easy to achieve, but it is not an insurmountable mountain. If the task is completed or there is a big breakthrough, the key is marketing innovation.

1, looking for a partner for this product.

Any product has its additional benefits. When we sell products, if we add extra benefits to the products, consumers can not only enjoy the material benefits brought by the products themselves, but also get spiritual enjoyment. Only in this way can our products resonate with consumers. Especially promotional activities, the theme of promotional activities is the soul of promotional activities. Our plan will start with the promotion theme. After the promotion theme is completed, we will make a series of plans according to the promotion theme.

Organized by the marketing department, the brainstorming meeting attended by the company's creative personnel and branch managers began. From 0: 30 noon to 7: 00 pm in 65438+, people had a full discussion, from the Olympic Games to the Mid-Autumn Festival, from the legendary moon viewing to the family dream, from the presentation of an idea to the filming, and there was no result. After a short break, creativity will last until 2 am. Sleepiness replaced passion, and there was little left. On the Mid-Autumn Festival in Taiwan Province Province, a creative person is thoughtful, full moon, family reunion and motherland reunion. Another creative person went on to say that after a few minutes of silence, people seemed at a loss. In an instant, the venue was boiling, and sleepiness had already been thrown out of the cloud nine. After heated discussion, the promotion theme was determined: family reunion.

August 15, a traditional festival, full of people and the moon, lasts forever. Mid-Autumn Festival, the round moon is embedded in the vast sky, and long-lost relatives go home for reunion. However, our compatriots in Taiwan Province Province have not yet embraced the motherland, and every Chinese son and daughter has hope for the return of Taiwan Province Province to the motherland. When we invited Mingyue to raise a glass to celebrate the reunion, we missed our compatriots in Taiwan Province Province who were far away from our motherland.

According to the promotion theme, we have prepared a poster publicity copy:

How big is our motherland?

How far is Taiwan Province Province from the motherland?

August 15, raise a glass with family and partners.

You will find that no matter where you are or who you are with,

There is reunion when hearts are connected.

At the full moon, we are not far away.

The reunification of the motherland is the common aspiration of hundreds of millions of China people.

The creative idea of this activity should be to make use of the current hot issue of "Uniting Taiwan Province Province" to create momentum and arouse consumers' resonance, so as to achieve the purpose of promoting the good brand image of XX Laobaigan. With the promotion theme, we found a good partner of the product. We put a beautiful card on the lid of each case of wine. The card is designed like a golden full moon with a scratch area attached to it.

Consumer incentive settings:

First prize: the "Reunification of the Motherland" prize will realize your personal dream worth XXX yuan.

Second prize: "Reunion of the Motherland" prize, worth XXX yuan, to realize your personal dream.

Third prize: "Guoyuan" prize, worth XX yuan, will realize your personal dream.

Fourth prize: "family reunion" prize, a case of reunion wine.

On Mid-Autumn Festival, family members get together, sit around the dining table, open a bottle of fragrant XX old white dry wine and invite the bright moon. A pleasant scene seems to appear in front of you. If fortune no longer invites you, your personal dream of XXX yuan will come true in a slight scratch. A full moon, a glass of wine, a happy family, an unexpected surprise, and the expectation of the reunion of the motherland. This is XX's dedication to every family.

2. Festival products focus on consumers' eyes

On the Mid-Autumn Festival, people in China have the custom of visiting relatives and friends. Therefore, selling holiday gift wine has also become the key to the success of promotional activities.

Demand for holiday products: the demand for holiday gift wine in rural market is two bottles and a box of wine, the price is about 20 yuan/box, and the packaging should be exquisite. Under the same conditions, products with mature brands are preferred; The demand for holiday gift wine in the urban market is also two bottles and two boxes, the price is about 100 yuan/box, the packaging should be high-grade, and the brand requirements are higher.

Product name: Based on the theme of this promotion "Family Reunion", we designed and developed XX Laobaigan Reunion Wine and Motherland Reunion Wine.

Product positioning: The marketing goal of holiday gift wine is not to increase the popularization rate and cultivate new consumer groups, but to adopt differentiated packaging design to attract mature consumer groups of XX Laobaigan at present with cost performance. Among them, Reunion Wine mainly focuses on the low-end rural market, while the motherland Reunion Wine mainly focuses on the high-end market in the urban market.

Product design: completely according to the survey results, that is, double bottles, with red as the main color, generous and exquisite packaging. Especially when the pile head is worshipped, it has great affinity.

As a high-grade holiday gift wine in the urban market, Motherland Reunion Wine extends the promotion theme to a deeper level, and enhances the added value of products through the concepts of collection and limited sale.

Namely:

During the Mid-Autumn Festival, xx Liquor Co., Ltd. issued a limited number of 15000 boxes of "reunion of the motherland" high-grade gift wine, and each box of wine has a specific amount for collection!

Treasure 1: Return

When Taiwan Province Province returns to China! XX Laobaigan Liquor Company will draw lots from 15000 cases of motherland reunion wine at the price of 4999 yuan per case to express the strong desire of XX Laobaigan people for the reunification of the motherland!

Treasure 2: wine body

The body of "Reunion of the Motherland" wine is taken from the 20-year-old base wine of XX Laobaigan Liquor Company.

Collection 3: Commemorative coins

Each box of "Happy Motherland" wine contains a commemorative coin specially issued by the National Mint for this event. The front of the commemorative coin is the pattern of the Great Wall, and the back is the pattern of Sun Moon Lake, which is very collectible!

With marketable holiday products, how to expand channel profits, protect dealers' interests and enhance their enthusiasm? After in-depth discussion, we decided to implement the policy of selling holiday products by order and by region, which protected the interests of dealers to the maximum extent. For a time, in the target market, XX Laobaigan holiday gift wine became a hot item, and the long queue of warehouse purchases that had not been seen for more than ten years reappeared.

3. Open the dealer's safe with inverted trapezoidal probability promotion.

Grasping consumers is only the first step of marketing success. Only by mobilizing the enthusiasm of dealers can we really win in the last mile. Because we have fully mobilized the enthusiasm of consumers, the problem of product consumption has been solved, and the delivery of dealers is logical. However, how to generate high profits in the sales process, avoid meager profits or even losses of dealers, and make the profits of dealers generate in the channels has become the key to successful promotion. Through our heated discussion, we decided to continue to use our inverted trapezoidal probability promotion to protect the interests of dealers.

Inverted trapezoid probability generalization is actually a game rule. In other words, every time a dealer completes a certain amount of sales, he can get a reward card provided by us. Awards are divided into one to five X awards, and the bonus of the first X award is gradually reduced. However, the number of the first X prize is not decreasing step by step, but the amount of the first prize and the last prize is the same, accounting for 20% of the total, and the number of other prizes is the same. In this way, dealers can't calculate the winning probability, which completely avoids the phenomenon of mutual price reduction and abandonment of sales policy in pursuit of sales volume in the business process. On the basis of the above, if a special award is set up to form a competitive sales among dealers, it will certainly get twice the result with half the effort.

Design copy:

First prize, a total of 1 yuan bonus.

The first prize is XXXX yuan, and there are x prizes.

The second prize is XXXX yuan, with a total of y awards.

The third prize is XXXX yuan, with a total of y awards.

The fourth prize is XXXX yuan, with a total of y awards.

There are x fifth prizes of XXXX yuan.

Due to the uncertainty of sales, according to the sales situation, if the total amount is insufficient or exceeded, the detailed rules for increasing or decreasing the reward will be formulated.

Of course, according to the dealer's sales forecast, determining the appropriate sales volume required for each card is the key to the success of this method. If the sales amount required for each card is too low, the dealer is likely to calculate the reward ratio; If the sales amount required for each card is too high, some dealers will be excluded.

Travel provides a spiritual feast for dealers.

Success has its own way. Every time we succeed, we will make continuous progress only by constantly summing up. We have built a platform for dealers to relax their anxiety caused by intense work in leisure, and at the same time, we can exchange marketing experience with each other, so that we can improve ourselves in leisure. Therefore, we set a threshold for dealers in the promotion activities, that is, dealers with sales exceeding XXXX million yuan can participate in Xiamen tourism. While enjoying success, our dealers can exchange marketing experience with each other and receive training from marketing experts. In addition, they can watch the island of Taiwan Province Province at close range and deeply appreciate their yearning for this treasure island of Taiwan Province Province. A successful harvest, a year's experience, and dozens of nostalgia for Taiwan Province Province, the treasure island, are exactly the expectations of XX Laobaigan people for the prosperity of the motherland and the reunion of their home country.

The fulcrum is the shortest board to incite the holiday market.

The fulcrum may be the short board of holiday marketing. Only by finding the shortest board and using appropriate marketing strategies to make the shortest board longer can holiday marketing achieve practical results. In 2009, the prelude of XX Laobaigan's Mid-Autumn Lottery was opened in the overture of XX Laobaigan's wine song "Forever Pursuit" sung by Tengger singer singers. When Elantra found a home, the lottery reached its climax. From beginning to end, the hall was full of songs and laughter. Autumn is a harvest season, and achieving a win-win situation in marketing has been truly verified here.

Harvest is the ideal of every businessman, and reunion is the dream of every China. Full moon flowers are good every year. We have integrated this into every link of Mid-Autumn Festival marketing. This activity not only brought you gains, but also contributed a success.