Marketing activity planning book

Model essay on marketing activity plan 1 preface

Spring Festival is the most important festival in a year. For supermarkets with large passenger flow, even if they don't do active business, it won't be boring. However, in the fierce competition, 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 rice, oil, salt and special new year's goods. Therefore, we must make great efforts to buy 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 leave a deep impression on customers through fun and participation.

The second category: tobacco, alcohol and non-staple food gifts prepared by ordinary families 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 plan of bundling, but according to past experience, the goods to be bundled 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-piece, three-piece, four-piece and so on. , whether in the form of price concessions or in the form of physical purchase. In order to highlight the highlights of the collection, 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, and there were no clear preferential measures. This year, we can try to publicize the group purchase discounts of different amounts in detail on DM sheets, clearly mark them and stimulate 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 time and diversify the forms of activities, truly highlight the atmosphere of "festival" and realize the wish of ordinary people to shop happily and enjoy 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 (January 16).

Third, the overall campaign slogan-

Happy Mei Jia China shopping surprises constantly.

Description: It can be used for publicity before and after the bus, the entrance to the front hall of the shop, the atmosphere of the shop, couplets of various shops, etc.

Four. Activity content

(1) As soon as the Spring Festival arrives, "Fu" will be delivered to your door! Activity time: February 10.

Shopping brings happiness, good luck and surprises to your home!

Anyone who has shopped all over 50 yuan in Camry Store will be presented with a gold-lettered "Fu" worth of 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. There is a "fish" every year. When the weather is good, carp will fall from the sky. Send one when shopping in 200 yuan!

(3) Specially planned Valentine's Day special edition: February 7th-14.

My dear Valentine's Day, especially the enjoyment of goods, roses, flowers and chocolates are indispensable!

Buy Valentine's Day specials and send roses to 38 yuan.

Those who shop all over 60 yuan will pack Valentine's Day gifts for free.

When shopping in the clothing area is full of 300 yuan, send a box of chocolates worth 38 yuan+a rose.

(3) Grasp the "blessing" in the new year and give whatever you grasp.

Activity time: February18-February 27th (from the first day to the tenth day).

When the New Year comes to Fuyu, Mei Jia will let you shop for Le Tao Tao and take it home when the shopping is full. Please accept when the purchase exceeds 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 sensation, or you can write the gift directly on the lottery ticket without setting a grand prize. If the latter scheme is adopted, you can count the prizes left by the planning department and the gifts won in the last business and write them on the lottery according to the quantity. If the gifts are not enough, 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 festive participation process of "good luck" activities because they are during festivals.

Note: There may be first, second, third, fourth and fifth prizes and participation prizes. First prize: 2 coupons for 1000 yuan (1) Second prize: 5 coupons for 500 yuan (2) Third prize: 3 coupons for 100 yuan) Fourth prize: 20 coupons for 50 yuan (10) Fifth prize: 50 coupons for 20 yuan (.

(4) The group purchase price is lower and more polite, and the fortune is sent home!

Activity time: February 7-February 27 (the tenth day).

Buy a 50 yuan worth more than 20xx.

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.

According to the existing corporate customers of the Bank, Article 2 of the marketing activity plan model divides customers into two categories and eleven subcategories, namely: government institutional customers, including municipal finance, city finance, county finance, provident fund system, housing and construction 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 total deposits in government agencies were XXX billion yuan, of which the total deposits in financial systems at all levels were XXX billion yuan, and other government agencies had less deposits, such as the deposits in medical and health systems were XXX billion yuan and the deposits in cultural and educational systems were XXX billion yuan.

Government agency customers have their unique characteristics and advantages. According to the characteristics and advantages of government institutional customers, it is planned to carry out special attack activities for government institutional customers every month, set a goal every month, and centralize the unified marketing of resources of the whole bank. 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. For example, the organizational structure, organizational form, subject qualification determination, the direction of state investment and local government investment, investment operation mode, and preferential policies for industries of government customers and institutional legal persons. 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 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 concentrate on understanding policy information and 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 participation in marketing work.

2, according to the information, do a good job of joint marketing.

According to the customer's department or line, subdivide customer types and determine specific public relations objectives. The vice president and director lead the team, and the presidents of relevant branches form a key team to determine a key line every month. By breaking through one of the customers or the higher authorities, we will carry out special joint rectification actions to expand the market share of the Bank 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 use the contact between customers in the same line for unified marketing, such as unified marketing for hospital customers with the help of health bureau and unified marketing for school customers with the help of education bureau.

3. Do extended marketing and comprehensive marketing.

For customers who have established contact, the sub-branch (department) will send special personnel to carry out daily maintenance, manage customer maintenance according to the post-loan management mode of credit business, keep abreast of the changes of customer funds and do a good job in downstream customer marketing.

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 their financial needs and extending their service needs. 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 make overall plans to promote them, laying a solid foundation for long-term and stable cooperation.

4. Strengthen the assessment and incentive mechanism.

Evaluate 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 assessment is the monthly average daily increase of deposits of target customers in our bank, 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) Monthly customer growth assessment of government agencies

The initial condition of this appraisal is 0% of the month-on-month increase of customer deposits of all government agencies of the Bank, and the monthly average daily increase of such customer deposits of all branches (departments) is 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 Credit company customers

By the end of March, the bank's corporate loans were XXX billion yuan, but the deposits of credit company customers were only XXX billion yuan, and the ratio of loans to deposits 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, the potential of customers should be further tapped, and the comprehensive contribution of customers to banks should be further improved from the aspects of daily settlement and deposit. It is proposed that the vice president, directors and sub-branch presidents form an attack team to attack all sub-branch credit customers and increase the proportion of credit customers' deposits. At the same time, select some high-quality customers to carry out industrial chain marketing around the upstream and downstream relationship of existing customers.

(iii) General corporate customers

All branches (departments) are required to sort out the stock of general corporate customers and have a deep understanding of customer needs, such as credit financing, payroll payment, payment on behalf of customers and door-to-door collection. 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.

Model essay on marketing activity plan 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 than 6,543,800 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, while 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 juice, tea drinks and functional drinks will become the three main drinks purchased by consumers. The consumption of fruit and vegetable juice drinks will increase slightly, functional drinks will increase greatly, the consumption of 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, requiring manufacturers 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 some data, 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 achieve a higher income level.

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 and coffee drinks.

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, the total share of Coca-Cola, Sprite and Queer is 34.9%, and their dominant position is unparalleled. The frequent purchase frequency of the old rival "Pepsi" is only equivalent to its 1/7.

The expensive 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 acquired. After several years of cultivation, low-concentration juices such as "Unified Fresh Orange", "Master Kong Daily C Juice" and "Farmer Orchard" have also occupied a certain market share, making it a habit for people to drink fruit juice and vegetable juice.

Wahaha, the original brand of bottled water in China, went from bad to worse in the packaged drinking water market, and it was 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 start with the status quo of the beverage industry and the beverage market, and now it's time to enter our topic-product positioning. After analysis and research, the author finally defined "thirst for energy" as "functional drink of the post-80s generation".

The reason for this positioning will be explained in detail below.

(1) functional drinks

As far as brand appeal is concerned, "thirst for energy" is not suitable for making juice and milk drinks. The brand appeal of "thirst for energy-create everything possible" has brought great energy to people, and it 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 and marketing war between the two giants has pushed the competition in this market to the extreme. At the same time, consumers' brand loyalty is also high. For new brands, the entry threshold is high and the risks are great. 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 smaller 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, other brands have almost no market share, 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 "thirst quenching energy" 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, without considering the deeper connotation of the brand, such as value, culture and personality, and 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.

"Post-80s" is an important group in today's society, which has attracted much attention from 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" drinks can be regarded as the materialization of the characteristics of the "post-80 s" population, which greatly narrows the distance between drinks and consumers, which 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 the traditional marketing 4p combination.

(1) products

Because this product is located in the consumer group with the age of 17-27, 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 complete the purchase of new products or services only through the appearance charm and brand characteristics of the products. They have obvious pursuit of novelty and fashion, individuality, attention to feelings and intuition and strong impulse buying color, which accounts 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 a functional beverage, the emphasis should be placed on the beverage, not the function. Once the function is emphasized, consumers' expectations for drinks will increase greatly, 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 beverages, which is the basis for the successful promotion of functional beverages. The target consumer group of "thirst for energy" is "post-80 s", and this generation pays special attention to individuality. Therefore, we should strive for perfection in packaging design and try our best to break the traditional style of beverage cans and labels. The author suggests breaking away from convention and adopting multicolor and curved bottles.

(2) Pricing

Price also has a strong binding effect on consumers. However, for the post-80s generation, the sensitivity to price is not strong. As long as it meets their preferences, they often don't care about the price. "Hungry for energy" can take advantage of this advantage to price, and the price should not be too popular, but slightly higher than 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, which can be used for any kind of beverage products. However, covering everything will often lead to losing face. For a new brand and a small brand, the cost of entering the supermarket is very 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 first debuted-entering the community and making "thirsty energy" directly close to the end users. This is the main battlefield of "thirst-quenching energy" drinks, and the main manpower, material resources and financial resources are invested in street fighting.

④ Marketing

Nowadays, there are various marketing methods, such as sports marketing, experience marketing, love marketing, news event marketing and so on. If enterprises have strong financial resources, more marketing and promotion activities 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 "quenching thirst". For example, the "love penny" adopted by Nongfu Spring is not suitable for "quenching thirst". The following is the 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

Proactively announce to the outside world that the weekly sales volume of "thirst-quenching energy" drinks at each point of sale is limited and quantitative.

1. Take your own disadvantages as a selling point.

This strategy is widely used in luxury marketing, and no one has proposed it in the beverage industry. 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 "energy-hungry" new beverage brand, it certainly 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 certainly compete with the "thirst for energy" through their mass production, and strive to eliminate the "thirst for energy" in the bud. In this case, enterprises just follow suit 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 products for quenching thirst sold at each point of sale 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, but I have it. " Such drinks will bring pride to many consumers. Coke and mineral water, which can be seen everywhere now, will not bring any added value to everyone. 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 networks will rush to report it, which will quickly trigger a big discussion in the whole industry, which will also greatly 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 "thirst for energy"-creating all possibilities.

Essay 4, a model marketing activity planning book, 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 enterprises have turned their attention to this rapidly developing new application. What are the irresistible modes of WeChat marketing?

1, grassroots advertising style-see people nearby

Product Description: The LBS-based function plug-in "View Nearby People" 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 who "view people nearby", the advertising effect will be very 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 up 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 "drift bottles" put by cooperative merchants 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. However, if it is only a pure advertising language, it will arouse users' disgust.

3, O2O discount-sweep

Product introduction: Since the development of QR code, it has more and more commercial uses, so WeChat has also followed the trend and started to carry out commercial activities in combination with O2O.

Function mode: put the QR code pattern into the photo frame, and WeChat will help you find the QR code of your friend's company, and then you will get a membership discount, a business discount or some news information.

Marketing method: Add QR code scanning to mobile applications, and then provide users with merchant discounts and concessions. This O2O method has long been popular. And there are too many similar applications in the application supermarket, so 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 the 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.