Oktoberfest marketing planning scheme

Model essay on marketing planning scheme of Oktoberfest

In order to ensure the orderly and effective development of things or work, it is usually necessary to prepare a plan in advance, which can clearly define a general direction for an action. Do you know what kind of plan can really help us? The following is a sample essay on the marketing planning scheme of Oktoberfest compiled by me for reference only. Welcome to reading.

Oktoberfest marketing plan 1 1. Purpose of the activity: Through the promotion of beer, a hot commodity in summer, the popularity will be promoted and the off-season promotion climax will be set off. The concepts of supermarket summer night market and active community cultural life are put forward with beer buying and giving and "beer night" running through the whole Oktoberfest as two major promotion themes.

Second, the overall plan:

Promotion form:

Time:

Location: in-store channel promotion area and out-of-store gift area (pictured)

Commodity promotion agencies:

(1) During the promotion period, manufacturers are required to provide special support for goods.

(2) Buy-and-give is the main promotion form, and manufacturers are required to provide specific ways to buy-and-give. Customers should buy more brands and give more, and set up gift counters in the gift area outside the store, such as customers buying Yanjing beer once and giving it once every three times. , thus strengthening the concept of buying more and getting more benefits. Brands in the gift area can also arrange other promotional activities such as free goods Jian.

(3) The products to be exhibited are based on each brand, so that each brand has a pile of heads to expand the product image. Every manufacturer must ensure that the supply is sufficient and the price advantage is obvious, and each pile head is arranged with a sales promotion girl to focus on sales promotion.

(4) Exhibition brands: Yanjing, Budweiser, Baisha, Qingdao, Baker, Pearl River, Corona, Ribbon, Heineken and Sun Beer.

Programme of activities

1) During the activity, Taiwan Province was the center, with field promotion and sales as the main form, interspersed with free goods lessons, prize-winning contests, prize-winning participation and cultural performances.

2) The opening and closing ceremonies shall be undertaken by the supermarket and assisted by the factory.

Activity publicity

2. Theme: Beer Carnival Night

3. Main slogan: Have a beer and make friends.

Buy more and get more benefits.

4. Media promotion:

1) TV special promotion advertisement

2) Inviting the media to make special reports and inviting the media from other provinces and cities to report on "Oktoberfest" can dig out the topic that "supermarkets provide colorful community life".

3) Make a special radio advertising tape and play it in the in-store broadcast room.

4) Broadcast time: All-weather broadcast.

5、DM

1) launched a special advertisement for DM Oktoberfest, informing all brands of beer activities in detail in the form of buying gifts.

2)DM price should reflect the lowest price of beer in this city, and issue 20,000 copies for wide publicity.

6. Atmosphere layout

1) The overall atmosphere inside and outside the store is arranged, rendering a warm and fiery shopping atmosphere.

2) Outside the store, manufacturers hang banners congratulating balloons and put beer molds.

The store gives preferential conditions to suppliers who participate in the "beer night"

1, you can get a free stacking space in the main promotion channel.

2. you can enjoy the most favorable rent when you do promotional activities in the central hall.

You can enjoy the sales and tasting activities of "Beer Night" brand in the central hall.

4. You can play advertisements on the back wall of the main hall for free ("during the Oktoberfest").

Oktoberfest marketing plan II. Activity ideas:

On the 25th of xx, 20xx, the popularity was gathered by holding the xx Oktoberfest, so as to achieve the purpose of brand promotion, establish word-of-mouth communication among participating customers and establish a potential consumption base.

Second, the activity content:

Activity theme: Three major activities in "Beer Carnival Night"

Campaign slogan: Once xx, forever friends

Activity time: 6: 30pm on 25th of xx, and 20xx-9: 30pm on 6th of xx (overdue).

Venue: xxx headquarters

Participants: all citizens

Third, the deployment of activities:

1, ticket distribution

Free tickets will be distributed at specific locations two days in advance (22nd and 23rd of xx):

(1) nearby middle schools, technical secondary schools, vocational secondary schools and evening schools;

(2) nearby entertainment places (cinemas, nightclubs, bars, etc.). );

(3) Nearby residential areas and commercial areas;

2. Site layout (scene)

(1) Hanging campaign banners and lamppost flags on the spot;

(2) On-site planting activities to publicize colorful flags;

(3) Inflatable dolls and large-scale paintings are placed on site;

3. Media promotion

(1) Inviting the media to make special reports and inviting the media from other provinces and cities to report "Beer Night" can dig out the topic of "xx provides colorful nightlife for the community";

(2) Make a special advertisement CD and play it at the entrance of exhibition hall and flagship store;

(3) Broadcast time: all-weather broadcast;

Four. Activities:

Activity 1: reply to beer knowledge, invite customers to participate in the activity, and win a bottle of beer if you answer correctly;

Activity 2: Beer Competition-Super Brewmaster: Invite customers to participate in the activity;

Rules of the game:

1) Select 10 customer participation, and divide into two groups with 5 people in each group;

2) Each player puts 3 glasses of beer on the dining table;

3) The players all bite the paper cup with their mouths to see who can finish it the fastest;

Awards: Two Super Brewmaster, each 1 case of beer, number of participants 10, 3 bottles of beer;

Activity 3: Champion of Wine Competition: Invite customers to participate in the activity:

Rules of the game:

1) Please invite 10 players (divided into two groups with 5 people in each group);

2) The task of each player is to drink the most water in 1 minute;

3) The fastest is the night wine king;

Award: wine king: 3 cases of beer; Prize: 1 case of beer; Participation Award: Designate 8 people and give away half a case of beer;

Activity 4: beer tasting (inviting customers to participate in the activity)

Rules of the game:

1) Pour different brands of beer into several cups, and participants will taste them to see who can separate them. After the results are announced, please ask professionals to comment;

Activity 5: Drumming and delivering wine: Invite eight customers to participate in the activity.

Rules of the game:

1) The staff blindfolded and drummed with their backs to customers;

2) Place 2 glasses of beer on each participant's table;

3) Drums begin to spread, and customers who receive beer from drums should drink a glass of beer at their table, and the finished beer will be eliminated;

4) Beat the drum ten times, and the game is over;

5) Competition result: There are two cups in front of the winning prize table and one cup for the encouragement prize. Outsiders can also participate in prizes;

Awards: first prize: put a case of beer; Incentive award: half a case of beer; Participation award: two bottles of beer;

Activity 6: Have a glass of wine blindfolded: Invite on-site customers to participate in the activity.

Rules of the game:

1) Please invite 6 couples or friends to participate in the activity;

2) Men and women stand on one side, blindfolded, and the distance between the two ends is 8 meters;

3) After the host announces the start, the drummer takes a step every time he hits both sides, and after 8 steps, he plays the long drum to make a cup;

4) Winners and participants will be decided according to the results. The winner will become the Cup, and the participants will become the participants.

Awards: first prize: 2 cases of beer (one for each person); Participation award: put a case of beer (nobody half a case).

Oktoberfest Marketing Plan 3 I. Theme of the event

In hot summer, cool to the end, Huang Zu Beer Carnival.

Second, the purpose of the activity: through the promotion of beer, a hot commodity in summer, it will drive people's popularity and set off the climax of off-season promotion. Taking beer buying as a gift and "beer night" running through the whole Oktoberfest as two promotion themes, this paper puts forward the concepts of hotel fashion elements and active community cultural life.

Third, the form of promotional activities:

Venue: all boxes and booths of the hotel, and the stage outside the hotel.

Commodity promotion agencies:

(1) During the promotion period, all manufacturers are required to provide special gift support.

(2) Take buying gifts as the main promotion form, and require manufacturers to provide specific ways to buy gifts. Customers should buy more and give more when buying the brand, and set up gift counters in the gift area outside the store, such as customers buying XX beer for three times and getting one free at a time. , thus strengthening the concept of buying more and getting more benefits. Brands in the gift area can also arrange other promotional activities such as free goods Jian.

(3) All brands are used as standard units to display and sell goods, so that each brand has a pile of heads to expand its product image. Every manufacturer must ensure that the supply is sufficient and the price advantage is obvious. Each pile head is arranged with a sales promotion girl to focus on the promotion and try the drink for free.

(4) Exhibition brand: agreed by the purchasing department.

Four. Programme of activities

1. During the activity, the hotel is the center, with on-site promotion as the main form, interspersed with free goods lessons, prize-winning contests, prize-winning participation and cultural performances.

2. The closing ceremony was hosted by the hotel and assisted by the factory.

3. Theme: Beer Carnival Night

4. Main slogan: cool and bright in hot summer.

5, buy more, more affordable

6. Beer boxes are piled up in the shape of mountains.

Verb (short for verb) Event date

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

Work arrangement of intransitive verbs

Shuanglong arch 1

Quantity: 1 seat

Specification: span 15m

Copywriter: It's hot and cool in midsummer. It's Huang Zu Beer Carnival.

Layout: bragging between the gates

Arrival time: July 16.

Person in charge: receiving department

Step 2 set the stage

Quantity: 1 seat

Specification: span 18m- 10m

Background text: On a hot summer day, the night of Huang Zu Beer Carnival.

Venue: Outside the entrance of Fafalang Store

Arrival time: July 24th 16: 30.

Person in charge: Supply Department and Loss Prevention Department.

Step 3 sound

Quantity: 1 set

Specification: two main speakers and two spare center speakers

Matching: wireless microphone

Location: for stage use

Arrival time: July 26th 17: 30.

Person in charge: receiving department

4, purchasing department matters

Invitation and negotiation of large-scale on-site promotion activities of suppliers

Preferential goods and gifts supply, cost support negotiation

Negotiations on the arrangement and allocation of venues for on-site and off-site activities

Seven, "Oktoberfest" large-scale activities details

Activity time: July 1 1 to July 18.

Main contents of the activity:

(1) July17-25th "Beer Sale"

(2) The closing ceremony of Oktoberfest on July 25th.

Activity content:

The first theme content

A. Announce the opening of Oktoberfest and introduce the following contents:

1, the time of this Oktoberfest.

2. beer brands participating in the exhibition

3. Preferential policies of the century during the event.

4. "Beer Night" activities and shop activities during the day.

B, beer legend, introduce the following contents

1, brewing technology of beer

2. The origin of beer

3. The history and achievements of several beer brands?

C, beer show: several ways to drink beer, magic, acrobatics.

D, Song and Dance Performance: Bel Canto, National

Requirements of performing arts:

1. Several activities naturally blend together, highlighting the theme of "Beer Carnival Night".

2. The performance style is artistic, the theme is novel and fashionable, and the cultural connotation is profound.

Liu Jingli is responsible for:

1. Contact and organize performers and hosts-Required amount: 400 yuan.

2. The director of the whole event.

The food department is responsible for:

1. Arrange and determine the on-site advertising promotion.

2. Provide on-site drinks and drinks.

3. Collect beer information: the brewing process of beer, the origin of beer, the history and achievements of several brands of beer and other related information (completed in cooperation with the Planning Department).

The cashier department is responsible for:

1. In-store broadcasting and publicity

Matters in charge of loss prevention department: maintaining order on site.

Matters in charge of planning department: venue effect layout

The purchasing manager is responsible for: scheme planning, site arrangement and distribution.

Big beer deal:

The second theme content

Theme: A street where several beer companies synthesize beer.

Activity time: 20xx July 1 1 to July 18.

Activities: buying gifts, tasting drinks,

Closing ceremony of "Oktoberfest"

The third theme content

Subject: Named by a beer company.

Activity time: 7: 00-8: 30 pm on July 18.

Activity form: party

Chief Commander: Manager Li

Eight, post-holiday work

1, site cleaning

2. Settlement of activity funds

3, activity work report and evaluation

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