How to plan the marketing scheme of household appliances trade-in.

I. Purpose of the event

1. Increase sales and expand the influence of XX store.

2. Improve team morale, passion and fighting spirit.

Second, the theme of the event:

The home appliances in the audience were replaced with old ones.

Replacing old machines with new ones is energy-saving and healthy.

Three. Activity time: 65438+February 17 ~ 18.

Fourth, the choice of venues.

Activity content

1, discount for old color TV: 14 inch-full discount for rear projection 100 yuan -400 yuan.

2, small household appliances discount: from rice cookers to range hood disinfection cabinets discount 50 ~ 300 yuan.

3. Good brands witness good actions.

Good brand and good action XXXX store launched the trade-in activity of factories and mines on February 18. Discounts for old household appliances of any brand and different specifications range from 50-400 yuan, and the bigger the replacement, the higher the discount (except for conventional machines). XX replacement hotline 82667 1. Good brands witness good actions. Come on! Trade-in XXXXX stores, good home appliances in Taiwan and a good mood!

4. Trade-in the old and change the LCD.

Replacement price of 55-inch LCD monitor: 7999 yuan

Replacement price of 42-inch LCD monitor: 2999 yuan

Replacement price of 32-inch LED liquid crystal display: 1799 yuan

Replacement price of joint venture three-door refrigerator: 1399 yuan

Midea washing machine 6.3 kg replacement price: 1299 yuan.

Panasonic washing machine 5.2kg replacement price: 1499 yuan.

175 liter refrigerator replacement price: 1499 yuan.

Midea air conditioner 3P air conditioner replacement price: 4999 yuan

Yangzi air conditioner 1.5P replacement price: 1799 yuan.

Replacement price of range hood+cooker on the first flight side: 1699 yuan.

The price of heater is shocking: 39 yuan.

Note: replacement price = (lowest selling price-depreciation price)

5. Trade in the old for the new and get a good mood.

A. during the activity, 1. Replace or buy 298 electrical appliances and give away 65438 stainless steel steamer +0+ manufacturer.

William Lee

2. Replace or buy 998 electrical appliances, and give 65438 red bean pillow core +0+ factory gifts.

3. Replace or buy 1998 electrical appliances, and give air-conditioned quilts 1 beds+factory gifts.

4. Replace or buy 3998 electrical appliances and give 65438 electric kettle +0+ air conditioning quilt 1 bed+manufacturer's gift.

B. All users who bring their own color TV sets to the site will return to 5 yuan for labor cost "Good Action" market for express delivery and exclusive replacement.

Safe use-new household appliances consume less electricity, have fewer faults and are safe than old ones.

The effect is good

B, protect the environment-about 5 million pieces of discarded household appliances are seriously polluted every year in China.

living environment

C, energy saving-the old color TV has a long service life and the power consumption is as high as 200%.

D, protect the body-the standard of new household appliances is higher than the old one, which is healthy.

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Note: A. The special machine is only sold at the designated activity place, and there is no special machine for sale at the unspecified place.

B. Trade-in models are limited to small ones for large ones.

C, buy different products, the old machine discount amount is different.

D the product price involved in the publicity is the replacement price (sales price-depreciation price).

7. Detailed rules for replacing the machine:

A, old machines, regardless of brand, regardless of good or bad, regardless of size, come and change.

B, buy one get one free, no discount, and enjoy direct subsidy from the manufacturer.

C replacement price = sales price *90%

Media promotion of verb (abbreviation of verb)

Keywords DM single page, outdoor spray, banner, tent painting, kanban,

1, DM single page content-the above content is the leaflet content.

2, outdoor spraying-Huitong Electric Trade-in, change home appliances, change the number of copies.

Mood! Regardless of any brand, the discount of second-hand color TV sets with different specifications ranges from 50-400 yuan. The bigger the replacement machine, the higher the discount (except the conventional machine). The replacement hotline is:

3, banner-XX electrical appliances to trade-in, change electrical appliances, change a good mood.

4. Painting around the tent —— Huitong Electric Appliances Trade-in for new ones, and the old appliances are discounted by 50-400.

Yuan, change a good appliance and a good mood! Change hotline:. Good brands witness good actions!

5. Kanban-used in the early stage of the activity and on the day of the site.

6, poster-XXX electrical appliances trade-in, change a good home appliance, change a good mood! not have

On any brand, old appliances are discounted by 50%-400 yuan, what is the replacement hotline? . Manager xx. Good brands witness good actions!

6. General categories of movable materials: leaflets, floor stickers, banners, tent paintings, tents, posters, price labels, billboards, depreciation cards, work permits, gifts, power cords, wiring boards, display machines, tapes, stools, tables, water, fast food and registration books. Design materials: leaflets, floor stickers, banners, tents.

Seven. active program

1. Preparation stage: activity plan-activity notice-plan discussion-task decomposition (sales)

Distribution of sales structure)-field implementation-dealer communication implementation-personnel implementation-intensive training-old machine implementation (signing old machine agreement)-source preparation-material preparation-group meeting-activity promotion

A. Activity notice: hold a meeting on this activity to reach a * * * understanding in thought and action.

B scheme discussion: explain the problems in the activity, and discuss the meeting time, place, personnel, materials, tasks, reward and punishment measures, etc.

C. on-site implementation: on-site factories and mine squares; At the same time, we should also consider full communication with local urban management, industry and commerce, quality inspection and other departments; In order to make the sales volume of the event obvious, we should also sign the exclusivity of the event with the shopping mall to avoid taking advantage of competing products.

D, personnel implementation: set up pre-war elite propaganda group to carry out intensive training;

Formulate the sales staff and after-sales inspectors at the event site.

E. Intensive training: All personnel at all levels participating in the activities must receive intensive training, have knowledge of all aspects of * * * activities, and be full-time sales registered personnel.

F, the implementation of the old machine: before the start of the activity, we should consider the disposal of the old machine, and never sell the old machine after the activity.

G, supply preparation: the sales plan is only possible and realistic, so as to facilitate the planning of purchasing and stocking.

H. Material preparation: Before the activity begins, the General Political Department prepares the production of activity materials, and the fixed materials should be prepared and implemented in advance, and resources should be mobilized to concentrate on investment.

1. Group meeting: Hold at least three meetings before the activity to ensure that the group members understand the content of the activity.

2. Activity promotion: DM one-page publicity is given to temporary staff six days in advance. On-site stage: familiarizing with the activity venue-grouping people-receiving promotional materials-on-site display-positioning of sales team-on-site sales.

A. Familiarize with the venue: Before the activity is about to start, each team leader must lead the team members to familiarize themselves with the venue and give full consideration to the outdoor arrangement of the exhibition.

B. Personnel grouping: the division of labor among site group, sales group, appraisal group, building climbing group, material logistics group and cashier group should be clear. Each team must obey the arrangement of the site leader.

The on-site team is responsible for the distribution of publicity resources and gives a detailed introduction to those who are ready to consult.