Milk event planning plan

In order to ensure that activities are carried out in an orderly and effective manner, it is often necessary to formulate an activity plan in advance. The activity plan is the strategy of the entire activity and can provide direction for the activity. Do you know what kind of activity plan can actually help us? The following is a milk event planning plan (5 general articles) that I have carefully compiled for your reference. I hope it can help friends in need. Milk activity planning plan 1

According to the spirit of the notice of the China Dairy Industry Association on launching the "World Milk Day" and "National Dairy Nutrition Week" publicity activities, combined with the actual situation of our company, the following publicity plan is planned ：

1. Promotional theme

1. Good milk from hometown, fresh every day

2. "6.1 World Milk Day", Jinjian milk giveaway ( Explanation of "World Milk Day" on the X exhibition stand)

2. Publicity purpose

1. To restore consumer confidence and enhance the atmosphere of drinking milk for all people

2. Focusing on letting Changde citizens know and understand Jinjian milk to launch a new round of publicity and sales boom in the province

3. Activity content

1. Newspaper publicity: (Ding Huai is responsible for organizing Article and design, Zhang Qiang contact the media)

Changde Minsheng Newspaper: 3 consecutive 1/4 page event advertisements

Changde Evening News or Changde Daily: 3 consecutive articles (600 to 800 per article Words) "World Milk Day Knowledge", "Popularization of Milk Drinking Knowledge", "Jinjian Milk Situation", soft articles and newspaper headlines in the form of reporter interviews

2. Position publicity: Changde Pedestrian Street publicity Promotional activities:

(1) Time: May 30th - June 1st (three days)

(2) Location: In front of the Spring Department Store or at the T-intersection of the Pedestrian Street

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(3) Activity format:

① Promotional format: 4 banners (6×0.75 meters) with content and activity theme; 8 advertising umbrellas; 4 tents; 2 sets of X display racks ( 12); 10 promotional desks; 5,000 leaflets; 500 knowledge manuals.

② Promotional form:

a. Free tasting: 10 bags of pure bag per day, 10 bags of sweet bag per day, 10 boxes of sunshine alcohol dew per day, 10 boxes of red date bifidum milk per day Boxes, 10 boxes of Zhenchun products per day, 10 cups of original yogurt per day

, Buy and give sales: "Buy two, get one free": that is, if you buy 2 boxes of roof box products for 5 yuan, you will get one box of roof box products, limited to each person Buy 5 sets

c. Order milk and get free milk: "Order one and get two free" means that anyone who orders any variety at the event (milk delivered to your home) will receive 2 boxes of rooftop box products. ③Personnel arrangement:

On-site person in charge: Wu Jianquan, person in charge of publicity materials: Ding Huai Cashier: 2 people at the milk station

Requirements: All staff wear white T-shirts, black trousers, yellow hats, and have the same propaganda message

Daily activity time: 8:00 a.m. - 7:30 pm

④Product sales arrangement:

Zhenchun: 600 boxes, 300 boxes of Sunshine Alcohol Dew, 300 boxes of red date bifidum milk, all packed in foam boxes with ice cubes Well, keep the product refrigerated.

3. Unified publicity and product sales at all sales outlets in the province

①Activity theme: "6.1 World Milk Day", Jinjian Milk Giveaway

②Activity time: Starting from May 30, 20xx, while the gifts are gone

③Activity purpose: To improve the single situation of the school market, strengthen the expansion of community channels and subscriber channels, and improve Jinjian Milk In order to meet the needs of brand awareness, we took advantage of the publicity opportunity of "World Milk Day" to carry out purchase and gift promotion activities for consumers.

④Activity requirements:

a. Each regional business personnel must explain to regional distributors and sales outlets that this event is specially organized by the company to promote "World Milk Day" Customer feedback activities, correctly explain the purpose of this activity to consumers.

b. Salespersons and dealers in each district must write their own activities and post them in conspicuous places at each sales outlet, and prepare materials by themselves.

c. Activity content:

Starting from May 30, chain outlets in the company's direct market and distribution market will carry out "buy and giveaway activities" for new and old consumers, that is, 5 If you buy any 2 boxes of Yuanmai Sunshine Alcohol Dew, Red Date Bifid Milk, and Pure Yoghurt, you can get a box of any of the above 3 varieties. Buy now and get a free box. The company's ex-factory price for the above three varieties is uniformly 1.8 yuan/box, and pure yogurt will be given as a bonus at a ratio of 50% based on the reported quantity. In order to ensure the smooth development of the event, the company will give each dealer certain sales tasks and require each dealer to sell the assigned products within the event period. Otherwise, the company will give the sales bonus according to the assigned sales amount in the mid-2009 sales reward. A negative incentive of 100 yuan will be deducted for every 10 (percentage calculated by rounding off) less than the task, up to a maximum deduction of 100% (1,000 yuan).

Sales tasks are assigned at a ratio of 10% of the average daily sales from May xx to May xx in 20xx. The specific details are attached (Table

1), part Except for markets that specialize in school milk.

4. Activity organization

1. Person in charge: Yang

2. Responsible for activity planning, explanation and publicity: Zhang x

3. Event organization and implementation, production and marketing connection: Yang >

1: Determining the theme:

"Mom, go! Go make milk!" This was the first sentence of my two-year-old son when he woke up. I have never weaned my son off milk powder since he was weaned at ten months old, so his body has always been strong. However, a report in today's "Reference News" shocked me: According to the third national nutrition survey, only 20% of primary and secondary school students in cities in my country drink milk, and only 2% of primary and secondary school students in rural areas drink milk. The general lack of calcium intake is related to the fact that Chinese students consume less milk and dairy products on a daily basis. The world's per capita annual milk consumption is 102 kilograms. The annual per capita milk consumption in developed countries is 300 kilograms and that in developing countries is 30 kilograms. However, my country's per capita milk consumption is only 6.6 kilograms, making it one of the countries with the lowest milk consumption in the world. In China, the production of milk is not as high as that of liquor, and the price is lower than that of mineral water. From this, I came up with an idea to conduct a survey on the students in my class to understand the students' milk drinking status and their understanding of milk knowledge. At the same time, we also learned from another aspect how much Fuyang citizens attach importance to milk.

2: Purpose of the activity:

Through the activities, students can fully understand the nutritional value and health care effects of milk, and insist on drinking a glass of milk every day to enhance their physical fitness. At the same time, he promoted to people around him that drinking more milk is good for the body. Let students face the living world and social practice, help students experience life and apply what they have learned.

Three: Activity plan:

1. Establish the research sub-topic:

Establish the research content of "milk", but the research scope of this topic is relatively small Considering the age characteristics and abilities of first-year students, the students were divided into groups and put forward the knowledge they most wanted to know or the aspects they were most interested in around "milk". After discussion, the students established the following research sub-topics.

Sub-topic:

Do you drink milk?

The benefits of second milk

The varieties and prices of third milk

The fourth suggestion to drink milk

The fifth suggestion to drink more milk

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Each study group selected a sub-topic for research based on the characteristics of the group.

2: Make a simple group activity plan.

For the activity topic, each group gave itself a resounding name, and made a simple group plan under the guidance of the teacher, so that the students could do things purposefully and plannedly, make overall arrangements, and improve efficiency.

3. Adopt effective research methods according to the research object:

Collect information through multiple channels (each group uses their spare time to collect relevant information through inquiries, supermarket visits, questionnaires, interviews, and the Internet.

4. Exchange and discussion learning results:

(1) Organize student exchange activities

(2) Organize student evaluation of activities. >

(3) Display information and results

(4) Exchange event experience and experience success. Milk event planning plan 3

1. Background and current situation

The xx Group Milk Company owns With an annual output of more than 20,000 tons of fresh milk, the quality of milk products is in line with international standards and has reached the international advanced level for a long time.

Chenguang Beverage Company has bottled, house-shaped paper packaging, Tetra Pak packaging, plastic cups, Canning and other xx production lines, with an annual processing and production capacity of xx million tons, produce more than xx series of products such as Chenguang brand fresh milk, colorful milk, yogurt, juice drinks, fruity tea, jelly, etc., Chenguang fresh milk, paper Pure milk, yogurt, sweet milk and other products have obtained national "green food" certificates.

In recent years, the living standards of our people have improved year by year, and people's demand for health and nutrition has also shown an increasing trend, containing Nutritious milk drinks are becoming more and more popular, and the demand for milk is increasing year by year. It is understood that per capita milk consumption in Shanghai has always ranked first in the country, with annual per capita consumption reaching 26 kilograms, which is four times the national per capita consumption this year. The consumption level has been improved again. The huge market of Shanghai has attracted the attention of domestic and foreign dairy brands. At present, in the Shanghai milk market, in addition to some original brands, there are also many brands from the grassland. Green products have joined the market, and many well-known foreign brands are competing in Shanghai. These brands have tried their best to compete. Some have seized prime advertising time, and some have launched buy-three-get-one-free promotions. Which brand is more popular in the separatist Shanghai milk market? The survey results indicate that xx milk has the advantage.

In short, xx milk can attract most people's attention as a edible beverage in Hangzhou.

2. Market situation analysis

1. Opportunities and threats. In addition to vigorously promoting the "anti-milk" industry standard, xx milk has also made achievements in product innovation.

The wheat style promoted by xx Milk this year left a deep impression on people. This product between soy milk and milk is not the first of xx. A soy milk factory in Shanghai took the lead in innovatively promoting a new soy milk this year. —Barley milk. Adding the flavor of barley to soy milk, this product was not successful for various reasons.

Soon after, xx launched its own microphone. xx’s health food Meiduo Dietary Fiber, which was launched this year, also helped Maifeng complete part of the market education work. Maybe xx Milk "stole" the achievements of others, but among these products, only xx Maifeng made money by relying on barley and dietary fiber.

Promote the calcium supplementation effect of xx high calcium milk, and try to share the calcium supplementation market with calcium supplementation health care products ***.

2. Strengths and weaknesses: xx milk market is widely distributed and consumer awareness is high. The overall brand mention rate indicator shows consumers’ overall awareness of each brand and is an important factor in brand awareness. logo. The xx brand relies on its company's strength and background, and its successful operation in brand promotion has helped it establish its leading position in the milk industry.

3. Analysis:

(1) The business history and performance of the company. In the more than xx years of business history of xx Dairy, bottled sterilized milk has always accounted for a large proportion of sales revenue. In the past 2019 or so, the sales of fresh-keeping boxed milk have shown a linear growth trend, and currently its proportion in sales revenue has jumped to the first place. For many years in xx, xx Dairy has always regarded preserved milk as its flagship product. Currently, its liquid milk production and sales account for the first place in the national dairy industry. Its share in the xx liquid milk market is as high as xx, and its market share in the xx region also exceeds xx.

(2) Market attractiveness. In recent years, the demand for liquid milk, especially pasteurized liquid milk, has been growing rapidly. In many cities, this demand growth rate has reached an average annual growth rate of 50%. The continued expansion of market size provides companies with good profit opportunities.

(3) The location advantage of the enterprise. There is a special situation in China's dairy market where resources and markets are isolated, that is, the northern region, which accounts for xx of the country's milk sources, has a consumer market capacity that only accounts for xx of the country's milk consumption. In contrast, the southern region, which accounts for only xx of the total milk supply, accounts for xx of the country's total milk consumption. xx Dairy is located in xx, which has the highest per capita milk consumption in the country, and is adjacent to xx and xx, two provinces with relatively developed milk consumption markets. The milk consumption in these provinces and cities is mainly pasteurized milk, providing xx with a unique market. resource.

3. Strategic Objectives

In order to promote xx milk in Hangzhou for better business promotion, based on the investigation and analysis, the following strategic objectives were determined:

1. Short-term goal: improve the visibility of xx milk in Hangzhou Xiasha Higher Education Campus and achieve short-term profit goals.

2. Long-term goal: Based on the familiarity and loyalty of consumers, and after there are enough consumer groups, we will further target urban areas and make xx milk a necessity for consumers to drink every day.

4. Segmentation of target consumer groups

Provide products with different flavors according to the tastes of different consumer groups.

5. Marketing plan

(1) Advertising strategy

1. TV programs are watched by people every day. As for which TV station to choose, because xx Milk is suitable for customers of all ages and has no targeted consumer groups, so you don’t have to think too much about which TV station to choose. The main thing is which station has high ratings.

2. Entertainment programs and special programs have great influence among teenagers and taxi drivers, and the listening rate is relatively high. Therefore, we negotiate with the TV station and do some questions and answers about xx milk in the radio entertainment program. , the lucky listeners and winning listeners of the radio station can go to the club to receive relevant prizes with valid IDs.

3. Car body advertising. Since there are many bus routes in Hangzhou, the routes are long, and the number of people taking them is also very common. In view of this characteristic, we believe that doing certain body advertising on buses will achieve better results. Mobile advertisements such as buses have a great visual impact and can form a deep impression on citizens.

(2) Business promotion

We use bread as promotional items. The price of milk is 2 cents more expensive than competing brands. I think the effect will be very good.

The reason is simple: Bread sold for 1 yuan on the market only costs 20 cents if purchased directly from the manufacturer in large quantities. What consumers know clearly is the price on the market. There is such a big difference between the ex-factory price and the retail price. Consumers don't understand, but they still think it is a great value. Moreover, many people have the habit of adding milk and bread as breakfast in the morning. If bread is delivered, it doesn’t matter if the milk is a little more expensive. We can achieve great benefits without spending a penny.

The above promotion plans can be implemented in detail, but given that we are still students, our financial situation and short-term market goals, we believe that the most practical and effective method is to use business promotion.

In general, it is precisely the popularity of xx milk that determines its opportunities and challenges in market development. Milk Event Planning Plan 4

In order to better implement the "Opinions of the State Council on Promoting the Sustainable and Healthy Development of the Dairy Industry" (Guofa [20xx] No. 31), the "Regulations on the Supervision and Administration of Dairy Quality and Safety" and the "Milk In line with the spirit of the Outline of the Industry Rectification and Revitalization Plan, we will publicize and popularize scientific milk drinking knowledge to the general public, enhance the brand value of Guangdong’s local milk sources, and promote the healthy and steady development of the Guangdong dairy industry. We are hereby to organize the “World Milk Day” during the 20xx The plan for the "World Milk Day" public welfare campaign is as follows:

1. Purpose of the activity

The Food and Agriculture Organization of the United Nations designates June 1st every year as "World Milk Day". Its purpose is to provide consumers with Provide a platform for readers to understand the development status of the dairy industry and collect their feedback. Since 1999, we have held 14 consecutive "World Milk Day" public welfare activities, which have played a very positive role in cultivating citizens' milk drinking habits and promoting the development of the dairy industry. This year, we will continue to use the opportunity of "World Milk Day", led by the Guangzhou Dairy Management Office, Guangdong Dairy Association and other units, to organize dairy companies, media and other units and invite relevant experts to promote high-quality milk in Guangdong. The theme of people's trust is used to promote the advantages of Guangdong milk, strengthen communication with consumers, help consumers resolve their doubts, and at the same time convey Guangdong's high-quality milk sources and brand information, and guide citizens to consume our province's local dairy products healthily and scientifically. .

2. Organizational Form

Sponsor: Guangzhou Dairy Management Office, Guangdong Dairy Association

Supporting Unit: Guangdong Provincial Department of Agriculture, Guangdong Provincial Animal Husbandry and Veterinary Medicine Bureau

Guangzhou Municipal Agricultural Bureau and Guangdong Provincial Consumer Committee

3. Implementation plan

Method 1: Outdoor publicity activities.

The theme of this year's "World Milk Day" outdoor on-site promotion is "Build your body and drink Guangdong milk with confidence". The content mainly includes: milk quality and safety, milk and nutrition, milk and health, student drinking milk, milk and Teenage growth.

1. Event address: the square in front of the Guangdong Capital God Temple, Zhongshan 4th Road.

2. Time: June 1, 20xx (Saturday) 9:00～17:00.

(2) Organize dairy processing enterprises to conduct new product demonstrations, tastings, product publicity and consumption guidance;

(3) Compilation and printing of the 20xx version of the "Milk Product Consumption Guide" at the event site and other channels and methods for free distribution to citizens;

(4) Accept on-site media interviews on citizens’ concerns and hot topics in the dairy industry, and use media public opinion to answer citizens’ doubts about the quality of domestic milk;

(5) An inflatable arch is placed on the front. The rainbow slogan on the arch is: 20xx "World Milk Day" public welfare campaign.

Method 2: Online publicity activities.

Through cooperation with Tencent Dayue.com's "People's Livelihood Matters" column, the Dayue.com News Channel is the main writer, and the tentative title "World Milk Day: Guangdong Dairy Brands Still Standing" is tentatively titled , embedding the highlights of the dairy industry in Guangdong Province and the brand information of the co-organizers of this event into the content, and conveying correct dairy industry information to Guangdong citizens through a series of special reports.

1. Topic hype/online event convening: On June 1st, "Why have Guangdong dairy companies managed to survive the previous milk turmoil?" will be introduced as the hype topic. Since the tainted milk incident was exposed in China's dairy market in 20xx, the safety issue of milk has been affecting the hearts of consumers across the country. However, in the Guangdong dairy market, which has experienced many turmoils, many local brands are still active in the first-line market and are well known by local residents. Known and trusted. Through online special topics, it displays the characteristics and highlights of Guangdong's dairy industry, promotes milk science knowledge and corporate brand information. The content of this topic includes the promotion of previous topics and the launch of videos on the characteristics of milk production from farm to table in our province, and guides citizens to participate in the "Method 1" outdoor publicity activities. It also uses graphic information and the Weibo interactive platform to focus on "what is What are the reasons for Guangdong's dairy enterprises to develop to their present achievements?" A comprehensive analysis of the topic. In addition, a Guangdong Fangxin Milk brand display area is set up in the special topic, and companies can link to their corporate websites and brand introductions through text or logos. After June 1, the content of the "Method One" activities will be reported; netizens will be summoned to participate in the interactive activities of "Method Two" through the online Q&A method with prizes.

2. Hold an interactive event for netizens: On June 10, we will organize the 20xx World Milk Day - "Guangdong Cows Are Healthier" interactive meeting (the venue and location are to be determined). At the meeting, dairy industry leaders and leaders will be invited. Relevant persons in charge of the company, well-known experts and other industry figures conducted real-time on-site exchanges with citizens and media reporters on the topic of "Cantonese cattle are healthier", and invited experts to answer questions about the correct drinking of milk for citizens, so as to relieve consumers' doubts and better Learn about milk nutrition and how to identify high-quality milk to increase citizens’ scientific knowledge.

3. Follow-up publicity: From June 1st to 17th, live videos of public welfare publicity activities (including method one and method two) will be selected and broadcast on Guangdong Network and Southern Dairy Network, with the help of TV stations and print media News reports continue the publicity report of "Guangdong cattle are healthier", and a mini homepage is opened to expand the publicity coverage, allowing citizens to interact through Weibo and directly convey the information of Guangdong safe milk to their relatives and friends. At the same time, the Southern Dairy Network will follow up the entire process and continue to follow up and disseminate it in the later stage. Burn relevant video CDs and send them to participating companies, so that companies can deeply promote the safe production of Guangdong's dairy industry through various channels such as communities and marketing points.

IV. Related instructions

1. This event is jointly sponsored by the Guangzhou Dairy Management Office and the Guangdong Dairy Association. The Guangzhou Dairy Management Office is specifically responsible for outdoor publicity. Activities (Method 1), Guangdong Dairy Association is specifically responsible for online publicity activities (Method 2).

2. In order to reduce the burden on dairy enterprises, the funds required for outdoor publicity activities (Method 1) will be settled by the Municipal Dairy Office and the Guangdong Provincial Consumer Council, and participating enterprises do not need to pay additional fees. The funds required for online publicity activities (Method 2) shall be coordinated by the Provincial Dairy Association, and the specific measures shall be handled in accordance with the Guangdong Dairy Association [20xx] No. 10. Milk activity planning plan 5

1. Background

With the continuous improvement of people's living standards, drinking a glass of milk every day is no longer a luxury. Life is better, but "milk is the most The idea of ??"good nutrition" is not fully recognized. According to the Ministry of Agriculture, the annual average per person is far behind the world average of more than 90 kilograms per person per year. Milk brings many benefits to the human body. Milk can enhance resistance. Some of the substances are "broad-spectrum" antibacterial substances that can resist a variety of germs. Milk fat contains some natural anti-cancer substances, including sphingomyelin and butyric acid. , ether ester, etc. The first choice for calcium supplementation is milk. The human body's absorption rate of calcium in milk reaches more than 40%.

At a time when consumers lack basic knowledge about milk consumption and overemphasize sensory experience, this approach is obviously misleading. Companies have the responsibility to educate consumers and guide them to consume scientifically.

2. Sponsor

xx Newspaper Group Today’s News Agency.

3. Co-organized by:

xx Green Food Network.

4. Purpose

To guide scientific consumption, increase people’s milk consumption, and protect people’s health.

5. Purpose

1. To increase the popularity and reputation of xx milk;

2. On the basis of consumers’ familiarity and loyalty, there will be enough After consumer groups, ** brand milk has become a necessity for consumers to drink every day.

6. Activity theme

Add a glass of milk to your health.

7. Event time

20xx, x month x day (International Milk Day).

8. Location

xx Square.

9. Activity content

1. Prize-winning guessing: ***10 riddles will be set, and the first participant to guess the answer will win a prize;

(Interspersed with company product introductions)

2. Coupling words game: 5 people participate at a time, one person is eliminated in each round, and the final winner will receive a prize;

3. Anyone present on the day will receive a promotional material on milk knowledge;

4. An ultra-low-price milk sales event will be launched on-site.