How to create a beverage promotion plan

The promotion reference plan is as follows:

1. Marketing purpose

Launch summer beverage festival and fruit festival activities to achieve a summer promotion sensational effect and enhance the XX corporate brand. Attract a large number of customers to shop in the store, promote the sales of beverages and fruits, and drive the sales of other commodities to achieve the purpose of overall sales improvement.

2. Promotion time and theme

Theme: XX Beverage Festival, a new summer sports

Theme: Twin-packed products, will you laugh?

Theme: 5 fruits and vegetables a day, health for you and me

Part One? Beverage Festival

1. Product Negotiation

Beverage Festival Promotional Product Categories As follows: (Note, not all water and milk products can participate)

Juice drinks, carbonated drinks, mineral water, purified water...

2. On-site promotions

< p> Promotional activity (1) - "50% off for the whole box of drinks"

1. Note: July and August coincide with the summer vacation and summer, which is the highest sales period for drinks, regardless of family, Units are required to purchase full cases of drinks in bulk. Therefore, we plan to focus on this feature and focus on promotional activities for whole boxes of drinks.

2. Time: year month day - month day (28 days)

3. Content: If you purchase the following full box of drinks during the event time, you can enjoy a discount of more than 50%.

4. Requirements: It is recommended that each beverage supplier try its best to support this activity, and the minimum requirement is 15% off;

For example: XX pure water is 1 yuan for a single bottle, 15 bottles for the whole box You can enjoy a 50% discount, which is 7.5 yuan;

For example, a can of Pepsi-Cola is 2 yuan, and a full box of 24 cans can enjoy a 10% discount, which is 43.2 yuan;

The specific discount and product quantity requirements are as follows:

Discount: 50% off, 60% off, 30% off, 80% off, 90% off, 9.5% off

Item quantity: 5, 8, 20, 30, 50

Operation method: < /p>

1. Sign a supplier sponsorship contract

Suppliers who support the event are required to sign a 5% rebate on beverage sales from day to month.

And support the special price supply of some products to support the sales of 50-100% off the whole box.

It is required that all contracts and special offers be completed and submitted to the marketing department before the month.

2. The marketing department specially produces price tags for beverage promotions. The price tags can be marked with the full box discount number and the corresponding full box sales barcode.

3. The Information Department develops a full box sales barcode (or discount code).

4. Marketing department’s promotion and publicity, store atmosphere layout, activity implementation, etc.

Promotional activity (2) - "Mini-packed products will make you laugh"

There are three promotion methods:

1. Beverage A + Beverage B = Beverage A (or B)? Buy one of the drinks and get the other drink for free

2. Beverage A + Beverage B enjoy a super low price

3. Self-selected Margin drinks,

Limited brands, customers can enjoy 50-20% off when purchasing two of any two

Promotion time: year, month, day - month, day

Related Requirements: The number of margin drinks is required, 20 pairs or more;

The number of self-selected margin beverage brands is 6 or more;

Margin beverages are highlighted in this newsletter, Customers can make purchases based on the stamps or product color pictures on the newsletter.

The operation is as follows:

1. From the date of approval of the plan, the purchasing department is responsible for contacting the beverage suppliers to discuss the price positioning and operational details of the bundled beverages;

< p>2. The Purchasing Department is responsible for submitting the list of fixed-match products and mixed-match products to the Marketing Department and Purchasing Department; The bar codes for drinks can be mixed and matched for sale. The specific discount bar codes are determined according to the support scope of our company's information system;

4. The marketing department will delegate the forms and operation details to relevant personnel in each store (focusing on conveying them to cashiers). Ensure the smooth sales of the entire package of mixed drinks;

5. The operations department will track and supervise the execution of store activities;

6. Create a column in the current newsletter to focus on publicity.

3. Off-site promotions

Promotions (4) - Bulk Coca-Cola off-site promotions

Promotion time: 2nd - 3rd

Related instructions:

1. ? In order to increase sales, the Coca-Cola Company invented and manufactured a variety of Coke vending machines, which were placed at the entrances of major supermarkets. This not only facilitated customer needs, but also greatly increased Coke sales;

2. ? Summer is coming. In order to facilitate the summer needs of our customers, attract customers, create new summer selling points, and increase sales profits, we signed an agreement (with a cooperation agreement attached) with the Coca-Cola Company to provide our company with several Coke vending machines for free. Placed at the entrance of each store, cold cola drinks of various flavors are sold on site, which is another sales highlight of our company in summer.

Promotional Activity (3) - "Beverage Festival Redemption Operation"

Activity content: During the promotion period from 1st to 2nd, you can get the following discounts by purchasing the following drinks :

Content 1: Beverage exchange

The purchasing department negotiates and determines a preferential exchange purchase agreement. For example: Customers who purchase more than 28 yuan can add 1 yuan to exchange for 1** drink, or Add 1.5 yuan to exchange for 1 bottle of ** beverage, or add 2 yuan to exchange for 1 bottle of ** drink;

The redemption value of the beverage used for redemption is required to be at least 50% off the original price, such as 1 yuan to exchange for Coca-Cola 355ml, 1.5 yuan for Wanglaoji herbal tea, 3 yuan for Pepsi 2.5L, etc.

Cooperation negotiation:

1. From the date of approval of this plan, the Purchasing Department and Coke Company will reach an intention and sign a valid agreement in accordance with the wishes of both parties;

2. Our cooperative units will provide our Coke vending machines free of charge before 1 month, and place them at favorable locations such as the entrance or exit of some of our stores (according to the agreement or actual required quantity, one per store is recommended);

3. Starting from October 1st, our operations department will arrange relevant departments and dedicated personnel to carry out cola sales.

Operation process:

Sign a valid agreement with the cooperative unit——》The Coke vending machine will arrive at each store every month——》Our company invites technicians from the cooperative unit to scientifically install the Coke vending machine in The prescribed locations of each store——》Relevant personnel of each store use the Coke machine scientifically and safely and properly keep it——》Our stores will start selling Coke on the 1st of the month——》The Coke Company distributes multiple flavors of Coke in sufficient quantity and time according to the sales needs of each store every day Beverages——》Each store pays according to the actual arrival quantity——》The operations department arranges staff (cashiers or loss prevention officers*** 1-2) to take turns selling drinks off-site according to actual work needs——》Every store Daily Coca-Cola inventory, calculation of profits and losses, and feedback to relevant departments - "Adjust prices and sales strategies in a timely manner, and ultimately achieve profitability -" Work continues

Notes:

1. ? Coke vending machines are technological automatic products and have relatively high technical requirements for personnel. Therefore, after the store has the vending machines in place, it should require the technical personnel of the cooperative unit to conduct technical training for relevant personnel until they learn it;

2. ? Since cola is sold off-site and in bulk, the specific cola sales quantity and operating expenses are difficult to control. Therefore, when each store sells cola off-site, it is necessary to conduct a timely inventory of the cola quantity during work handover at least once a day. Handover of operating funds;

3. ? Personnel responsible for off-site promotions must have correct ideas and strong skills. ?

Promotional activity (5) - "XX Beverage Festival, Beer Suckling Competition"

Event time: 18:30 from day to month (Saturday and Sunday) Start

Event content: Customers who shop at any XXS chain store can go to the service desk with their computer receipt to sign up to participate in the Tonghe Store Plaza (Guangzhou District store) at 19:30 in the evening. "Beer Suckling Competition" held at Rose Garden Plaza (Foshan District store) and Chengdong Store Plaza (Zhaoqing store).

Contest rules: Participants first register with a computer ticket and are divided into groups of 5-10 people. Whoever finishes a bottle of beer with a straw within the specified time will win the group. The victory of the game.

Day X——Beer-smoking hero battle, each store competes in 10 groups, and one winner is determined in each group.

Day X——Beer-sucking king battle, the champions of each group participated, and the beer-sucking king was finally determined as the champion of this competition.

Special statement: Persons under the age of 18 are not allowed to participate in the competition!

Award settings:

The three champions (beer suckers) will be awarded free beer for one year (limited to one pure draft beer of 640ml per day)

90 winning prizes (beer-sucking heroes): a small household appliance (remaining gifts from the event, worth 10 yuan)

1,000 bottles of beer during the event

Note: The 3 champions are expected to actually receive it 500 bottles of beer.

A total of 1,500 bottles of beer are required, and the equivalent cost does not exceed 3,000 yuan.

3. Product display

(1) On-site display

1. ? Each store can display and launch a summer "beverage sale" based on the location of the store;

2. ? "Sold in one piece" drinks use the whole piece of beverage as the top and bottom of the pile, and all special-priced drinks are displayed in a unified pile to highlight the sense of quantity and stimulate customer consumption;

3. ? During the promotion period, the headquarters will organize judges to conduct on-site scoring on the atmosphere layout and product display of each store from time to time. The scores will be accumulated as points and the Mid-Autumn Festival atmosphere layout evaluation score.

(2) Off-site display

1. ? Off-site promotions can attract passing customers to patronize and drive store sales. Each store makes full use of the ultra-low-priced products launched during the beverage festival to conduct off-site promotions at the gate to facilitate customer purchases and increase sales;

2. ? Over-the-counter product requirements: whole drinks, special drinks, summer supplies, fans, special fruits, etc.

Extended information:

Promotion is when marketers convey to consumers relevant information about the company and its products. Various information about products to persuade or attract consumers to buy their products in order to achieve the purpose of expanding sales.

Promotion is essentially a communication activity, that is, the marketer (information provider or sender) sends out various information to stimulate consumption and transmits the information to one or more target objects (i.e. information recipients, such as listeners, viewers, readers, consumers or users, etc.) to influence their attitudes and behaviors. Commonly used promotional methods include advertising, personal selling, online marketing, business promotion and public relations.

Enterprises can choose one or a combination of multiple promotional methods based on actual conditions, market, products and other factors.

On December 1, 2017, the "English Translation and Writing Standards in the Public Service Field" was officially implemented, stipulating that the English name of the promotion standard is Promotion.

Reference materials: Promotion-Baidu Encyclopedia