Men's clothing store promotion plan book

# Planning # Introduction Clothing stores often hold some promotional activities, so how to achieve a win-win situation by holding these activities? The following is the promotion plan of men's clothing store compiled by KaoNet. Welcome to read!

Promotion plan of Pianyi Men's Clothing Store

I. Promotion purpose 1. Encourage customers to buy in large quantities and quickly increase the overall sales of the store.

2. Bring freshness to customers and deepen the impression of a commodity brand.

3, strive for potential customers to try to buy, make customers familiar with goods (new products) as soon as possible, and promote the sales of goods (new products).

4. The purpose of enhancing the brand image of the store.

5, old products, backlog clearance, reduce high inventory.

6. Attract competitors' customers to change their existing consumption habits, snatch customers and crack down on competitors.

Second, the three principles of popularization and implementation

1, innovation first

Innovation is a "secret weapon" to promote "breakthrough" and an effective way to attack other brands for follow-up and interception. If there is no innovation in the form of activities, it is impossible to achieve good results simply by selling special prices or buying gifts. In today's increasingly homogeneous promotion methods of various businesses, in order to achieve innovation, it is necessary to fully differentiate, and the design of promotion plans and the release of advertisements should take into account differentiation.

2, a small number of times

Because consumers' desires are always endless, they all have the psychology that the harder it is to get something, the more they want it. Therefore, the promotion should follow the principle of "several times", and each promotion should not be too vigorous (to reduce one's expectations and avoid affecting ordinary sales), and the product range should not be too large (the more difficult it is to get, the more you want it), and artificially set some activity thresholds to make guests feel that they are taking advantage.

3. details win

The link where consumers finally decide to buy is called a "thrilling leap" in economics, which means that consumers are very delicate and often give up buying because of some ordinary small problems, and their vigilance is very high. In this case, it is particularly important to grasp the implementation details. In the whole promotion activities, we should pay attention to details, from the design and posting of posters to the refinement and on-site implementation of the promotion process.

Third, three commonly used promotion categories.

Although there is a promotion purpose, many times we often fall into this kind of thinking: when should I do promotion? When will the promotion effect be better? The following promotion categories and forms may help you find more ideas in promotion planning:

1, large-scale holiday promotion

Including but not limited to: New Year's Day promotion, Spring Festival promotion, Lantern Festival promotion, March 8th Festival promotion, Dragon Boat Festival promotion, Army Day promotion, Mid-Autumn Festival promotion, National Day promotion, etc.

2. Thematic publicity

Special theme promotion activities planned and organized for a certain kind of goods or activities, including but not limited to:

(1) Celebrations and promotions of important festivals in the store, such as company celebrations and promotions.

(2) Opening and promotion of new stores

(3) Joint promotion by manufacturers: activities jointly carried out with a brand manufacturer or a certain category: brand promotion week (month), brand discount week (month), etc.

(4) General theme holiday promotion: Valentine's Day promotion, 3. 15 promotion, 5 17 promotion, Father's Day and Mother's Day.

(5) Theme festival promotions planned by the store: mobile phone festival, smart phone festival and music mobile phone festival.

3. Regular promotion

In addition to the above two categories, we call it small-scale promotion to enliven the atmosphere at the scene and focus on a specific purpose or market reaction, mainly including the following categories:

(1) Small promotions on weekends boost popularity and sales.

(2) Deal with the opening of competitors and other promotional activities.

(3) Special promotion of warehouse cleaners.

(4) Celebration promotion.

(5) Promotion of new counter products.

(6) Take the opportunity to publicize major events or festivals in the region. For example, there will be a large-scale Hainan Happy Festival organized by the government in Hainan at the end of each year, and the King Tianchuang Mobile Phone Chain in Hainan will also hold the "King Tianchuang Mobile Phone Happy Festival" at the same time, which has always been well received by the market.

Fourth, promote the implementation of the "six chains" process.

What should promotion do? What are the steps and processes to carry out a complete promotion? For many marketing novices, it is very simple to want to do promotional activities. Once the operation is really started, I don't know where to start and what to prepare. The following "six chains" will make it easy for you to face promotion:

(A) planning highlights

1, specifying the promotion time, place, target and activity form.

2. The theme of the activity must be prominent, eye-catching and reasonable.

3. The interests should be clear. Why do customers buy it? What are the benefits? )

4. The details of activities should be considered comprehensively.

5, with special emphasis on:

(1) Different products and different customer groups have different theme atmosphere styles. For example, the Valentine's Day promotion site creates a romantic and sweet atmosphere. Pink tone arrangement, elegant and graceful theme.

(2) The promotion based on price war and gift PK should be straightforward and simple, and customers can understand it at a glance.

(3) Good activity theme: First, it must be attractive to on-site customers; Second, it must have communication value.

(2) Preparation must be in place.

1. Division of labor: establish a "standing committee" for promotion activities, and make a clear division of labor during the preparation period of the activities.

2. Weather confirmation: Learn about the weather on the day of the event through the Meteorological Bureau, the Internet and related channels.

3. On-site squatting: determine the location of activities and determine the time of outfield activities. The best place and time is to attract customers' attention and stop.

4. Site confirmation: confirm the site with the urban management or property management company one week or even one month in advance.

5. Pro-trick: the promoters should strictly check, and it is best not to have too many, so as to avoid mixed fish and dragons. A good promoter can keep it for an event.

6. Pro-promotion training: Promoters and pro-promoters must be trained in the content of promotion activities before they can take up their posts.

7. Incentive system: communicate the company's sales policy, formulate a scientific and feasible on-site incentive system, and boost the enthusiasm of employees.

8. Material preparation: spray painting, posters, leaflets and other publicity materials; Banners, tents, promotion tables, gift distribution registration forms and other on-site materials.

9. Gift application: according to the current gift inventory and promotion demand, put forward the purchase demand to the administrative department in time and follow up.

(3) Preheating should be sufficient

A successful promotion activity depends on the scene for three points and preheating for seven points.

Preheating should take the activity site as the center, with the radius within ×× miles around the activity as the radius, and fully preheat the places where the target people are concentrated. The preheating time is generally 3-5 days. Too early is easy to forget, too late can't produce effect.

(d) implementation is the most critical.

1, arrange the site in advance.

2. Division of labor: event director, propagandist, salesperson, product and gift keeper.

3, timely and fully convey the sales information to everyone at the scene.

4. Encourage shopping guides by shouting slogans and holding meetings.

5. Investigate and solve the interference information made by opponents on site in time.

6. Sales of gifts, prizes and bonuses shall be recorded in a timely manner.

(5) The inspection cannot be saved.

No matter how well prepared the activity is, there will be negligence and deficiency. Therefore, in the process of implementation, we must not omit the inspection link. Find the problem and try to solve it on the spot; If it can't be solved, try to avoid the next activity. The implementation of large-scale activities should not be sloppy, otherwise it will not only go out of shape, but also have a bad social impact and negative effects.

(6) summary should be timely.

1, half a day to sum up and boost morale in time.

2. After the activity, hold a summary meeting for all employees. Praise outstanding personnel, affirm achievements and find out shortcomings.

3. The next day, the store cadres gathered for a meeting to summarize, fully summarized the planning, preparation and implementation of the event, wrote out the experience that can be used for reference by other markets, and listed the shortcomings to avoid recurrence.

Article 2 Promotion Plan of Men's Clothing Store

I. Activity Background: Every year in X month, it will basically be the month of concentrated consumption of summer clothes and tourism. But with the end of the summer vacation, it will undoubtedly be a period of sluggish sales decline. If you don't master it well, it will cause bad sales in the future. Therefore, the serial coping strategy of summer vacation activities has to be considered, and July is also the total attack period of major sales in the second half of the year. The market sales prospect in X month is absolutely depressed. Only by grasping X month well can we lead the market influence in summer and attract consumers' attention in advance.

Second, the theme of the event

Cool in summer, refreshing in xx!

III. Purpose of the activity

Increase sales, clean up old inventory and unsalable products, mainly sell star products with high profit margin, improve the overall promotion ability and market competitiveness of the team, enhance brand awareness and reputation, strengthen brand promotion, and crack down on competitive brands to seize market share.

Fourth, the activity time

20xx x month x day -20xx year x month x day

Verb (abbreviation of verb) active product

Short-sleeved shirts, shorts, jeans, casual shoes, etc.

An intransitive verb active city

Xx City and Districts and Counties

Seven. Activity planning

(1) Activity content

1, time

In order to meet the needs of consumers, our promotion will last for one month.

Step 2: Location

Xx clothing store and xx county store.

3. Executor

Marketers and favored temporary workers in various specialty stores help with the promotion activities.

4. Promotion policies

① Promotion forms: A, buy and send B, send samples C, special offer D, game E, exchange F, lottery G, bonus H and others.

② Specific content: Clothing products with a set price below 100 yuan will be defined as a kind of buy one get one free product, clothing products with a price of 100-200 yuan will be defined as a 30% discount product, and clothing products with a price above 200 yuan will be defined as a 60% discount product. At the same time, various lottery and interactive games will be set up.

5, the way of publicity

Mainly a large number of leaflets, in-store video advertisements, POP advertisements, and a large number of online publicity.

6. Effect estimation

Through this promotion, it is estimated that the monthly sales will reach 170% of the average monthly sales, and the influence of xx brand will be greatly enhanced, so that more consumers can trust xx. Through the effective combination of advertising and marketing, the role of advertising is realized, and xx clothing stands out, thus effectively promoting sales.

The product concept of xx clothing has been deeply rooted in people's hearts and laid the foundation for market sales. Through the improvement of outlets, the communication effect and the shortest product delivery channel are realized, which fully reflects the market effect of integrated marketing.

7. valuation

Basic expenses: including POP advertisement printing, leaflet printing, various publicity expenses, temporary workers' wages, overtime pay, etc. It is estimated that the expenses during the promotion this month will be about 30,000 yuan, and all kinds of emergency expenses will be 1 10,000 yuan.

(2) Activity form

The main forms of activities are discount promotion, coupon promotion, gift promotion and lottery promotion. Focus on the combination of discount promotion and gift promotion.

(3) Supplementary explanation

Doors, windows, shelves, props and displays constitute the whole sales terminal. Doors and shelves belong to the hardware part of brand image, and display the software part of brand image. Looking at all brands, the requirements for hardware and software have reached a high degree of unity, in order to establish brand image, shape strong sales tension and pursue market profits. But why didn't it work? The main reason is that the presentation can't be perfect.

With the theme of commodities, the exhibition uses the varieties, styles, colors, fabrics and characteristics of different commodities, and through the comprehensive application of artistic techniques, highlights the characteristics and selling points of commodities to attract customers' attention, improve and strengthen customers' further understanding, memory and trust in commodities, thus limiting purchases *. This is the text positioning of the display, and it is also the function that the display shows to consumers.

As an important part of the marketing system, how to display goods well should start with the following points.

Commodity display mode: as for clothing, display is generally divided into stacking and hanging.

Stacking: Generally, goods are displayed on the running platform or elevated platform by orderly folding clothes, emphasizing overall coordination and highlighting the outline. This way, the advantage is that it can effectively save limited space, and the space of a storefront is limited. If all the goods are displayed in the form of hanging, the space in the store is not enough. At this time, stacking is adopted to increase the number of exhibits in a limited space. This is the advantage of stacking, but the disadvantage is that the goods cannot be fully displayed. Therefore, it can increase the visual interest and expand the space and hanging display.

Hanging: Clothes are usually hung by hangers, which fully displays the characteristics of goods, and is easy to form color visual impact and rendering atmosphere, so that consumers can see the goods at a glance. But in a limited store, it is impossible to display too much by hanging, which is generally combined with stacking. On the one hand, this can make rational use of space, on the other hand, it also makes the whole commodity display have a sense of hierarchy.

For example, the focus of the whole store is the image sign behind the cashier. The focal point is usually located at or above the apparent horizon. POP posters or product combinations with strong color contrast are often set as the key points, which can guide consumers' attention in an orderly manner and play a certain role in echoing and prompting. Therefore, clothing brands pay attention to shaping the image signs in the terminal image. This kind of intuitive publicity can convey the brand's commodity information, promote sales and publicize the brand.

Using color to render atmosphere color plays a leading role in the exhibition. The orderly color theme makes the whole store have a distinct theme, and the visual effect is in good order and strong impact. In the display, more emphasis should be placed on color contrast, or the color gradient effect of commodity display should be created, which will make customers have the impulse to shop, have a sense of coordination and layering, easily lock in the repetitive effect of target businesses, create visual interest, highlight the continuous and overall effect, pay attention to unity and contrast, and at the same time make efficient use of space, forming a strong visual impact. This principle applies to the display of focus products or new products.

Pay special attention to various repetitive effects in actual operation. For example, the same dress adopts different sampling methods, and the model display, hanging and matching methods are used at the same time, highlighting the key points and strengthening the image to the extreme.

Eight, the promotion price strategy

/kloc-clothing products under 0/00 yuan are classified as buy one get one free, 100-clothing products in 200 yuan are classified as 30% off, and clothing products in 200 yuan are classified as 60% off.

Nine, mobile terminal requirements

1, Market research: xx Terminal should do a good job in clothing market research in order to carry out promotional activities smoothly.

2. Plan: A complete promotion plan includes: promotion purpose, promotion object, promotion method, promotion tools, promotion time limit, promotion scope, promotion budget, promotion expectation, personnel guarantee, implementation supervision and emergency measures. In order to deal with emergencies, the docks in several districts and counties of xx must make their own emergency plans.

3. Communication and recognition. After the plan is formulated, it is not necessary to implement it immediately, but to let the relevant executives fully understand the intention, objectives and steps of the plan, fully understand the purpose and objectives of promotion, clarify personal responsibilities, master the implementation steps, and fully mobilize the enthusiasm and initiative of the personnel.

4. Personal protection. The promotion plan needs people to carry out, and many people are needed, such as promoters, reward cashiers, terminal tally clerks, marketing supervisors and so on. Personnel protection is to get relevant personnel in place in time, communicate and train with local personnel in the early stage, and ensure that personnel are competent for the work.

5. Information dissemination. Promotion is aimed at the second party, and the promotion information must be quickly and efficiently spread to the terminal boss, waiter or consumer through POP advertisements, leaflets and oral delivery. Make the promotion target respond quickly and actively participate in the promotion activities.

X. Contents of dealer cooperation

Dealers must receive goods and place orders in time, so as not to delay the progress of the whole activity, and pay attention to the details of the whole promotion.

XI。 Promotional materials

Doors, windows, shelves, props and displays constitute the whole sales terminal. Doors and shelves belong to the hardware part of brand image, and display the software part of brand image. Looking at all brands, the requirements for hardware and software have reached a high degree of unity, in order to establish brand image, shape strong sales tension and pursue market profits. With the theme of commodities, the exhibition uses the varieties, styles, colors, fabrics and characteristics of different commodities, and through the comprehensive application of artistic techniques, highlights the characteristics and selling points of commodities to attract customers' attention, improve and strengthen customers' further understanding, memory and trust in commodities, thus limiting purchases *.

This is the text positioning of the display, and it is also the function that the display shows to consumers. As an important part of the marketing system, how to display goods well should start with the following points. At the same time, we should also pay attention to the external publicity methods, mainly distributing a large number of leaflets, in-store video advertisements, POP advertisements, and a large number of online publicity.

Twelve. Effect estimation

Through this promotion, it is estimated that the monthly sales will reach 170% of the average monthly sales, and the influence of xx brand will be greatly enhanced, so that more consumers can trust xx.

Through the effective combination of advertising and marketing, the role of advertising is realized, and xx clothing stands out, thus effectively promoting sales. The product concept of xx clothing has been deeply rooted in people's hearts and laid the foundation for market sales. Through the improvement of outlets, the communication effect and the shortest product delivery channel are realized, which fully reflects the market effect of integrated marketing.