How to write the commodity promotion plan for May Day?

Planning scheme of May Day commodity promotion activities

First, the main consumer groups of May Day

1. Wedding consumption (wedding banquet wine, candy, roasted seeds and nuts, bedding and kitchen utensils)

2. Long holiday travel consumption (bags, photographic equipment, travel supplies)

3. Spring outing consumption in suburbs (drinks, namely food, kitchen utensils) Gardening supplies)

4. Family seasonal consumption (cool home textiles in summer, warm home textiles in summer, sunscreen cosmetics in summer, cool household appliances in summer, moth-proof clothing, rain gear and condiments)

5. Welfare consumption (group welfare consumption of summer products)

Our promotion should always focus on one idea. Promotion is not only about selling what we can sell, but also about selling what customers want to buy? Only when the supermarket promotion caters to the consumer psychology can it succeed. Based on this, we should tap the potential of suppliers and reasonably organize the corresponding promotional commodity groups according to the needs of major consumer groups in May Day.

Second, determine the promotion time of goods:

Compared with other major festivals, the consumption scale of May Day is small and the demand for goods is narrow, so the promotion period of May Day is not too long. We suggest 8? Between 12 days. Considering that some customers travel on May Day and the time it takes for information to reach customers, the promotion period should be arranged from April 28th to May 8th.

Third, determine the promotional items:

The basic demand of customers is to buy goods with appropriate prices, so whether the items and prices of promotional items are attractive will affect the success or failure of promotional activities. Generally speaking, there are four choices for promotional goods:

1. Seasonal goods

2. Sensitive goods: Sensitive goods are generally necessities, and the market price changes greatly and consumers can easily feel the price changes, such as eggs and rice. Choose this kind of goods as promotional goods, the price may be slightly lower than the market price, which can effectively attract more customers

3. Popular intellectual goods: Popular intellectual goods generally refer to goods with high brand awareness, which can be seen everywhere in the market and can be easily replaced. Choosing this kind of goods as promotional goods can often get strong support from suppliers. The promotional activities of stores are combined with the extensive publicity of mass media, such as cosmetics, health products, beverages, beer and children's food.

4. Special goods: mainly refers to the goods that supermarkets develop and use their own brands and are incomparable in the market. The promotion activities of such goods should mainly reflect the particularity of the goods, and the price should not be set too low, but attention should be paid to the consistency of price and quality.

No matter what kind of products you choose as promotional items, you should keep in mind two basic points: first, choose the products that consumers really need; Second, it can add practical benefits to consumers.

iv. determining the promotion theme and main product groups

the promotion theme is the focus of supermarket's appeal to customers and the main tool to arouse customers' consumption psychology. There are several main themes of May Day promotion. First, the low-cost image appeal with the theme of rewarding guests and making profits; The second is the demand for new product promotion with seasonal shopping as the main topic; The third is the promotion appeal with the main form of promotion activities as the theme. The slogan of the purpose of the appeal constitutes the promotion theme in the promotion advertisement. The fourth is to take long vacation leisure shopping as the theme; The fifth is the theme of spring tour and tourism. Such as:

surprise shopping for guests on May Day (dozens of famous and famous goods are greatly reduced in price, mainly household consumer goods)

Labor is glorious and courteous at low price (dozens of famous and famous goods are greatly reduced in price, Mainly household consumer goods)

Happy long vacation and low-priced general mobilization (travel goods, drinks, snack food, that is, food specials)

Cool one summer and low-priced storm (home textiles, home appliances, sunscreen cosmetics and drinks in summer)

Happy May Day, clear and cool, spend the summer (home textiles, home appliances, cosmetics and drinks in summer)

May Day, go shopping and get it. Scratch cards, etc.)

Take it when you have fun shopping (interactive game promotion, large-scale tasting, buying and giving activities)

V. Determine the promotion methods:

Promotion methods

From the perspective of marketing, there are generally five kinds of promotion methods: personnel promotion, advertising promotion, special promotion, public relations promotion and corporate image promotion:

1. Personnel promotion is characterized by two-way communication between salesmen and customers, and its promotion effect is closely related to the sales promotion skills of sales promoters. For supermarkets that implement open-shelf sales, clerks generally don't have to take the initiative to promote personnel, which will affect customers' independent purchase. However, shop assistants must also provide necessary help and guidance to customers and have friendly conversations with customers appropriately, that is, they are required to achieve the purpose of promotion by means of service and communication.

2. advertising promotion: advertising promotion is a direct promotion method that uses various advertising media to convey consumption information to consumers to promote sales. The characteristics of advertising promotion: enterprises unilaterally transmit information to consumers, which belongs to one-way communication, so it is called "pull" strategy. Advertising media include: TV, radio, newspapers and magazines; Signboard; Kanban; Road sign; Poster; Means of transportation; Lighting; Window; Packaging; In-store POP; Oral publicity or in-store broadcast; Demonstration; Visual curtain wall; Computer network; Red cloth strip; Leaflets; Poster; DM, etc.

Four major advertising media can be considered for larger supermarket chains, but for smaller supermarket chains, the most commonly used advertising media are: leaflets, signboards, billboards, lights, posters, red strips, etc. Divided by promotion theme:

① The commonly used media for opening promotion are: newspapers, leaflets, radio stations, vehicles, outdoor red cloth strips, posters, POP, in-store broadcasts and press releases

② The commonly used media for anniversary promotion are: newspapers, leaflets, DM, posters, red cloth strips, POP, in-store broadcasts

③ The commonly used media for routine promotion.

3. Sales promotion, also known as business promotion.

is an auxiliary and temporary promotion method that directly stimulates consumer demand with benefits.

features: quick results but improper use will also have negative effects, which will make customers doubt the authenticity of the quality and price of goods and degrade the value of goods.

VI. Determine the form of promotional activities:

1. Buy gifts (one shopping order? Yuan gift? Articles)

2. Interactive prize-winning games (one shopping order? Yuan can participate in the game, and the high score can win the grand prize (such as skipping rope, leggings running, fish hanging competition)

3. Scratch card (up to one purchase? Give a card for RMB, and scratch it open to win the prize)

4. Try it on the spot (please provide more from the manufacturer)

5. Performing arts (please ask the performing arts team to create an atmosphere)

6. Being the master of kids

May Day is a holiday that many businesses attach great importance to. It is a national rest day for three consecutive days, which is very conducive to the promotion of products of businesses. Not only can merchants not miss this festival, but they must also firmly seize the opportunity to quickly launch a communication offensive during May Day to achieve double benefits of product promotion and brand communication.