Summary of four examples of product promotion activities

If consumers want to know about their products, they must rely on economical and effective product promotion activities. In addition to ensuring product quality, it is very important to strengthen product promotion and publicity. The following is the wonderful content I have compiled for you. I hope you will like it.

Product promotion activity plan 1

Consumer analysis

(1) The target consumers are mainly middle-aged, whose income is above average, they need health care and beauty care, and they usually have the habit of drinking red wine.

(2) Potential consumers: middle-aged and elderly women, whose income is above average. These people are not used to drinking red wine, but they have health care and beauty needs. What we need to do is publicize the benefits of drinking red wine every day and the packaging of our Zhu Sheng wines. Is it fresh? Function to guide them to become our target consumer groups.

(3) Consumption behavior of existing wine consumers: They mainly buy in supermarkets, hotels and bars, indicating that the purchase rate is relatively high and brand loyalty is low.

(4) The attitude of existing consumers of red wine: Once red wine is opened, it can't be kept fresh for a long time, which is obviously dissatisfied, and this has become an opportunity for our Zhu Sheng red wine machine to open the market.

product analysis

(1) Advantages

The advantage of Zhu Sheng red wine lies in its unique packaging, which is different from any product on the market. It has the function of long-term preservation, and the preservation period after opening is as long as 6 months! Suitable for consumers who drink red wine every day.

It tastes good and can meet the needs of ordinary consumers.

② Disadvantages:

◆ Blurred product image

◆ Product packaging is not modern and elegant enough. Its packaging is obviously inferior and does not meet the price positioning of the product. It is suggested to improve the packaging grade of products. In line with its price image.

◆ The price is high, which can't meet the needs of many consumers with low incomes to drink a little every day. In order to win more potential consumers, it is suggested to lower the price.

Analysis of competitive environment

With the rise of domestic red wine consumption wave, red wine has attracted a large number of consumers with its unique taste. Many enterprises have taken a fancy to this cake in the wine market, which makes the competition in the wine market unprecedentedly fierce. At present, in the domestic market, domestic wine enterprises such as Great Wall, Changyu and Dynasty control more than 80% of the national market share. In South China, an important wine consumption market, the total market share of Great Wall, Changyu and Dynasty exceeds 60%. Great Wall Red Wine ranks first in the comprehensive market share in North China, South China, Southwest China and Northwest China. Among them, in the southwest, the comprehensive market share of Great Wall Red Wine reached 66. 13%. Changyu and Tonghua red wine occupy the first place in East China and Northeast China respectively.

Competitors' advertising performance strategies are mostly emotional appeals, rendering a feeling of drinking red wine. Zhu Sheng red wine should find a new way in advertising performance, adopt an advertising performance strategy focusing on functional demands, and emphasize the preservation function of Zhu Sheng red wine.

Product positioning strategy

Price positioning:

The price positioning of Zhu Sheng red wine should not be too high, because our aim is to make Zhu Sheng red wine machine a convenient tool for people to drink red wine every day. However, because Zhu Sheng red wine has its added value in packaging function, its price positioning is more suitable for middle and high price.

Functional attraction:

Zhu Sheng red wine machine is different from other similar products in the market, because its packaging has a fresh-keeping function, and it is easy to store after opening.

Product promotion activity plan 2

I. Promotion objectives

? Seize the opportunity of peak season, strengthen terminal sales and expand product sales.

? Strengthen the coverage of circulation field.

? Enhance consumers' awareness of the brand.

? Establish fast beauty? Red? Fashion? Creativity? Brand personality.

Second, the target market

Guangdong primary and secondary markets

Third, the promotion period

August 20th to February

Fourth, the target consumers.

17-35-year-old urban youth who pursue fashion and individuality.

Verb (abbreviation of verb) cost budget

Total1180,000.

Sixth, it is difficult to popularize.

? What strategies are different from competitors to stimulate product sales?

? How to attract consumers and stimulate their desire to buy?

? How to deepen rapid beauty? Red? Fashion? Creativity? Image, give consumers a new feeling of dyeing their hair, and keep consumers fresh about the brand.

Seven, the core strategy

1. By integrating resources, interactive communication between manufacturers and consumers is established at the terminal, and through roadshows, terminal demonstrations, promotional activities and other forms, consumers can truly experience the unique product image of Kuaimei and deepen their loyalty to the brand of Kuaimei.

2. Integrate media resources, unify publicity themes, fully cooperate with terminal promotion, and echo each other to form a strong publicity synergy.

3. with what? Fast beauty leads the online celebrity era? As the theme of this promotion, it is always implemented in all activities.

Eight, the goal support strategy

(1) advertising

? Performance strategy

1, fast beauty? Red? Fashion? Creativity? As a selling point of products, it focuses on the attraction in advertisements.

2. with what? Fast beauty leads the online celebrity era? As the theme of this promotion, it is started by soft text? Is red a social fashion? Is this trend similar to today's fashion? Ha Han? And so on, combined with radio, hard advertising, etc. To fully demonstrate this theme.

? Delivery strategy

1. Media combination: newspapers, radio stations, pop and other promotional materials.

2. Guangzhou, Shenzhen and Zhuhai are primary markets, while Foshan, Dongguan, Zhongshan, Shantou, Zhanjiang, Shaoguan and Jiangmen are secondary markets, and they are different in advertising efforts.

? Concrete implementation

1, newspaper soft text

It is suggested that soft-text hype can be divided into several stages:

? First of all, from the fashion, sunglasses, art, music, make-up, hahan and other fashion things, it shows that modern society has entered the red era, and red hairstyles are also the most popular.

? Describe the beauty and fashion of red hairstyle and several self-help modulation methods.

? Cooperation? Collect fast beautiful pink girls? Publicity activities, including the sound of beauty, quick beauty experience, awards, prizes and promotions.

2. Radio station

Co-hosting "Fast Beauty" on City Voice Radio? Red? Fashion? Creativity? The program uses terminal promotion and roadshows to enrich the brand image. It lasts for 3 months and each class lasts for 30 minutes. (The specific operation can be extended to? Collect fast beautiful pink girls? Activities publicity, including red hairstyle modulation, award-winning beauty pouring out her heart, etc. And the promotion of terminal activities, roadshows, etc.

3. newspapers

Advertise and solicit contributions in Southern Metropolis Daily? Come on, beautiful. Pink girl? Participants need to send their full-body photos of red hair and packaging stickers of Kuaimei products to the designated address together with their personal data. Kuaimei will invite experts to judge, and the winners will have different awards.

4. Pop music and other promotional materials

As a powerful supplement to image and product communication, strengthen the effect of terminal promotion.

(B), promotion strategy

? In major shopping malls and supermarkets, we will carry out activities such as personnel promotion, bundled sales and prize sales for urban youth aged 17-35 who are pursuing fashion, so as to spread the beauty quickly. Red? Fashion? Creativity? Brand image stimulates consumers to buy immediately to increase sales.

? With what? Fast beauty leads the online celebrity era? As the overall publicity theme of this promotion activity,

Theme 1: Fast and beautiful personality welcomes the red age.

Activity time: August1-February 3 1.

Location: major supermarkets

Activity form: in-store hair salon

Product promotion activity plan 3

I. Market survey

Market research should be done before new products are promoted and listed. Market research helps our company to understand the market situation and find and use market opportunities.

Competition analysis: the mobile phone market is increasingly rich in brands, especially? Many brands of domestic mobile phones have also entered the ranks of intelligent development, so the phenomenon that the mobile phone market is divided up is very serious. Although it occupies a large market share, from the reaction of some domestic mobile phones after listing, consumers' awareness of the mobile phone industry is not very strong. As long as it has perfect functions and reasonable prices, it will be welcomed by the market. Therefore, the competition in the mobile phone market mainly depends on who can cater to customers' psychology, and can constantly introduce new products that are deeply rooted in people's hearts according to market development and different time and place, thus attracting consumers' attention and stimulating their desire to buy. Coupled with a strong promotion strategy, it will definitely trigger a buying craze after the new machine goes on the market.

Our company can also use direct interview as the main method, supplemented by indirect market questionnaire survey to investigate the market.

Interviews and inquiries can make a big fuss about the characteristics and functions of mobile phones. In recent years, various quality problems of mobile phone products in China have been exposed frequently, and people's demand for products with quality assurance is rising. As a mass consumer product, the quality of mobile phones is undoubtedly good.

When using questionnaires, we should pay attention to attracting the curiosity and interest of potential consumers to our products, and then stimulate their desire to buy.

Second, product positioning.

Although our company's products are popular mobile phone products, we still need to define the product positioning and strive to create differentiation.

The function of differentiation is not only to make consumers realize the difference between our mobile phones and ordinary mobile phones, but also to make consumers think that our products are very different from other mobile phone products.

Only by establishing a unique image in consumers' minds can consumers immediately think of our company and our mobile phone products when they think of mobile phones.

Third, market positioning.

At present, our company's market share in the whole mobile phone market is average, so we should try to avoid direct conflict with competitors with high market share and make steady progress in a down-to-earth manner. What was the first slogan of Mengniu's development that year? Do the second dairy industry in Inner Mongolia? Today, it is finally tied with Yili in the industry. First face the modern youth market (college students, high school students, junior high school students, social youth), and then slowly expand the market.

Fourth, price positioning.

Take Nokia mobile phone as an example, its price positioning should be higher than that of ordinary mobile phones, but it should not be too high. Although high prices can attract high-end consumers, after all, there are few, and most high-end consumers are still keen to consume medium-priced models. On the first day, week or even month of the new product's launch, its price can be set to be the same as or even lower than that of ordinary mobile phones to attract more potential consumers. At the end of the promotion period, the expected pricing will be restored with the high cost performance provided by the mobile phone price of this product.

Verb (abbreviation of verb) brand positioning

All brands in the world have their own brand stories. Our company not only takes our company's model as the brand, but also needs a brand story with the color of this model, that is, the story of people and mobile phones. The purpose of brand story is to make consumers and potential consumers feel that your company is a company with history, culture and connotation, and to create a good company image in consumers' hearts invisibly.

If you choose to publish during the holidays, you will naturally target students and young people. Therefore, the positioning of new machines should be formulated around the consumption characteristics and preferences of these groups, so as to cater to their psychology and achieve the purpose of making their debut and promoting sales.

(1), appearance: beautiful and fashionable, with bright colors to achieve the purpose of attracting attention;

(2) Functions: define functions according to young people's preferences and habits, such as powerful games and supported simulator games; Short message input is convenient to support handwriting; It has a music player and a video player, and supports music and video files in common formats. Some functions of business mobile phones, such as sending and receiving emails, can be ignored. In this way, the research and development cost of the new machine is not high, so it can occupy an advantage in price.

Sixth, promotion means.

1, pre-publicity:

Entering the campus half a month before the start of winter vacation, the first shot of the new machine was fired. During this period, it is mainly to instill the information of the new machine into their lives, forming a preliminary foreshadowing, so that everyone realizes that our brand is about to launch a new mobile phone, and has already carried out advertising. With this awareness, when they consider buying a mobile phone, they will naturally think of our brand. The main forms of activities are:

(1), sponsor student activities in universities, draw the brand closer to students through activities that are deeply rooted in people's hearts, and publish information about new mobile phones in them, so as to make students preconceived. For example, at a party, business representatives expressed their blessings to students and at the same time issued their blessings? In order to help you use fashionable but low-cost mobile phones, we have specially developed a new type of mobile phone with a specific model. Welcome to pay attention to this model? . Or publish information such as the model of the new mobile phone in the form of a banner on campus. Of course, considering the examination arrangement of the school and other factors, this activity should start ahead of time;

(2) Entering the middle school market, considering that the scale of middle school activities should not be too large, we should publish as much information as possible in the shopping malls around the school or places where advertisements can be published, thus forming a huge publicity in the surrounding areas, affecting students' activities and causing visual impact;

2. Shopping center activities:

(1). Promotion: Make a feasible promotion strategy according to the cost. For example, students can enjoy a certain discount when they buy this machine with the university admission notice; Middle school students can enjoy certain discounts with their student ID cards; Other young people do not enjoy the discount price, but they can get free gifts, which can be mobile phone accessories and mobile phone cases printed with brand logo, or electronic products of other brands such as card readers that cooperate with our company;

(2) Game: Choose a mobile phone.

3. Activities outside the mall:

(1), forum

(2) Joint marketing and sponsorship of sports events.

4. Promotion is usually beneficial to consumers. Companies should not pay too much attention to short-term costs, but should consider long-term benefits. Promotion is conducive to improving product awareness and increasing sales.

(1) Coupon: Every time consumers spend a certain amount, they will send a certain coupon to stimulate the growth of product sales.

(2) Giving away free goods: The company can stipulate that every time consumers buy a mobile phone, they can give away mobile phone accessories.

Give gifts to attract and cultivate more consumers.

(3) Discount: This method should be adopted during holidays or celebrations, and too many discount activities should not be taken, so as not to leave consumers with a bad impression that the company's products are not of good quality, can't be sold, and are frequently discounted after overstocking. For example, discounting on May 1st, 11th and New Year's Day is not only a purely commercial activity, but also makes consumers respect the company and make a good impression, thus cultivating more loyal consumers.

(4) Advertising and Internet: Considering that our company is not very large at present, the advertising cost is too high. Our company should avoid high-cost advertising platforms, such as TV, portals and newspapers. Our company can set up its own website to display its main products, which will not only help reduce advertising costs, but also attract more customers.

Product promotion activity plan 4

First, the premise of the procedure

Facing the new service project promotion task and homogeneous market competition, Yan 'an Telecom urgently needs to seek brand promotion activities planning that goes deeper into consumers' lives.

Yan 'an Telecom's annual brand promotion plan will carry forward the advantages of state-owned enterprises with limited promotion expenses, and rely on national policies to highly unify the promotion behavior and brand connotation in a special form, which will be unanimously recognized by consumers and the whole society.

Two. Program theme

Thousands of miles away from home, I am worried about my relatives.

Everyone is online and the whole family is online.

Third, the program subtitles

Yan 'an Telecom Open-air Film Promotion Activities

I miss my loved ones at the movies, and Yan 'an Telecom is around.

Four. Plan overview

Event sponsor: Yan 'an Telecom

Executor:

Activities: Set up four mobile film publicity and projection teams, divide the first district and twelve counties in Yan 'an into regions, go deep into the grassroots of towns and villages, and go deep into people's lives, subtly publicize Yan 'an Telecom's services and products in the form that people like best, cultivate brand loyalty, and let the people fully realize that telecommunications is a brand that cannot be separated from life.

Reason for activity: Movies going to the countryside is an important part of the national cultural construction implemented by the State Administration of Radio, Film and Television. The government's cultural and propaganda departments have corresponding support policies, and the state strongly encourages enterprises to participate in such activities. Yan 'an area has a special position and special situation in the old liberated areas. The previous activities of going to the countryside by movies were not ideal, and there was still a big gap with the actual needs of the masses. Telecommunication service is closely related to people's lives, and it needs forms and means of publicity and promotion close to life. For the vast number of township factories and mines, open-air movies are the most intimate, direct, effective and vivid form of communication. At the same time, the face-to-face promotion opportunities provided by this form can combine advertising films, roadshows, new product promotion, promotion and brand promotion and play an effective role. Of course, due to the vigorous implementation and remarkable effect of the national cultural policy, the related publicity and media cooperation of the games can greatly save money. The cost of going to the countryside is low, which transforms static propaganda into dynamic behavior, especially in rural areas, and the promotion effect is self-evident.

Verb (abbreviation of verb) marketing strategy

◎ There are more than 160 towns and villages in Yan 'an area, with different levels of economic development and different population composition. Sending movies to the countryside is an indistinguishable mode of communication and has universal cultural identity.

◎ It is suggested that Yan 'an Telecom should focus on brand promotion, supplemented by product promotion. In terms of time, we temporarily consider taking five months as a cycle (avoiding winter), and formally emphasize full coverage, large area and going deep into grassroots towns and villages. We must do more in screening density, publicity scale and momentum construction, reflect the strength of state-owned enterprises and the determination of the government, and strive to spread to the broadest masses of the people. ◎ It is suggested to start with a low profile and end with a high profile, take the road of encircling the city from the countryside, explain the problem with achievements and effects, and prove the truth with data and facts.

◎ Brand promotion focuses on movies going to the countryside, working closely with relevant government departments to win policy support and public opinion support.

◎ Product promotion should consider the special needs of the left-behind elderly people in rural areas, take special products and special tariffs such as customized mobile phones and broadband IPTV packages for the elderly as selling points, and impress consumers with preferential prices and practical small gifts.

◎ Themes, local operas, old movies, etc. It is the theme of the film, and nostalgia and emotion are the themes of the activity. Telecom's advertisements suggest playing practical knowledge such as IPTV user guide, common sense of broadband Internet access and the use of mobile phones by the elderly, so as to avoid too many unintelligible image propaganda.

Implementation of intransitive verb scheme

In May, determine the budget, set up an activity command group, coordinate with relevant government departments, and obtain policy support and related procedures. Send two field investigation teams from north and south to inspect the route and screening venue on the spot, and contact and inform the local government. Make a screening plan, make a feature film on Yan 'an telecom activities, and prepare promotional materials and products. Purchase publicity and projection vehicles and related digital film projection equipment, package vehicles and order gifts. Establish a publicity and screening team and train screening and promotion personnel.

In June, four publicity and projection teams started operations from north to south according to the planned route.

From June to September, the media reported continuously, digging up real and valuable news points in the screening process and letting the characters speak.

On June 5438+ 10, all the publicity and projection teams returned to Yan 'an, striving for a week's tour in Yan 'an and holding a large-scale cultural performance to thank the people of Yan 'an, which ended successfully. Composition of the publicity and projection team:

Each publicity and projection team is equipped with two 1 1 Jinbei vans, 5-6 publicity and projection personnel, a set of digital projection equipment, and a number of roadshow props and gifts.

Improve the projection ability of the projection team;

Every Wednesday to Sunday is the screening working day. The roadshow promotion started at noon 1 1: 00, and the screening venue was ready. The film will be shown from 6 pm to 10. Each round plans to show two movies every night and 40 movies every month. Each publicity projection team will show more than 200 films in this activity, and the four projection teams will show a total of 800 to 1000 films. About every township in Yan 'an can show it for 2-3 days.

According to the actual situation, increase the number of screenings, and strive to show two to three rounds in each township within five months, and the number of screenings for activities should reach more than 3,000.

Seven. Programme budget

The cost of vehicles and equipment for a publicity and projection team is about 250,000 yuan; During the activity, the total amount of personnel's clothing, wages, subsidies and bonuses is about 25,000 yuan per month, and the total amount for five months is 1.25 million yuan; Miscellaneous expenses such as transportation, accommodation and maintenance. All are calculated at 20,000 yuan per month, and the activity period is about 6,543,800 yuan+10,000 yuan. The above totals about 475,000 yuan.

The budget of the four teams is about 2 million yuan.

Media cooperation is mainly in the form of news reports, and the cost is extra.

Promotional gifts to be determined.

The cost of the end of the activities of large performing arts institutions is extra.

Eight. Effect estimation

This activity strives to cooperate with the government and use the situation to help expand the impact and reduce costs. Because it is an experiential and participatory activity, and it is in direct contact with consumers, the average arrival rate and information awareness rate of the media far exceed all kinds of traditional media. The screening frequency reached more than 3,000 times, which was equivalent to holding 65,438 live roadshows +0.5 million live roadshows, covering all towns and villages in Yan 'an for nearly half a year. The number of people who tried to watch movies reached 2 million, and more than 6,543,800 copies of publicity materials were received.

Nine. comment