Copywriting of Moon Cake Marketing Plan for Mid-Autumn Festival in 222

Because the main activities of the Mid-Autumn Festival are all around the "Moon", it is also commonly known as the "Moon Festival". The full moon in Mid-Autumn Festival symbolizes reunion, so it is also called "Reunion Festival". The following are five copies of the marketing plan for the 221 Mid-Autumn Festival moon cakes that I brought to you, hoping to help you!

221 Mid-Autumn Moon Cake Marketing Scheme Copy 1

1. Summary

Mid-Autumn Festival is a traditional festival in China, during which consumers are more active and easy to form consumption hotspots, so this period has become a good opportunity for businesses to strive for. According to the moon cake gifts introduced by major moon cake manufacturers, this plan comprehensively analyzes various factors in the consumer market, and makes feasibility analysis and sales suggestions for putting moon cake products into the market.

second, background market analysis

(1) background analysis

According to a questionnaire survey recently released by China Social Survey Institute (SSIC) on how 2, people in nearly 1 cities across the country spend the Mid-Autumn Festival, 53% of the respondents indicated that they would visit their leaders or work partners. Nowadays, people are no longer satisfied with getting together for a meal. There are some new changes in the consumption trend of Mid-Autumn Festival. Some people call this consumption phenomenon "moonlight economy". Recently, some people even proposed to make seeking for China a legal holiday, so as to go shopping and visit relatives and friends. Although this proposal may not become a reality in the short term, it can be expected that the Mid-Autumn Festival will be a festival where the consumption boom rises again every year.

(2) Market analysis

With the improvement of people's material living water, the provisions of national policies, especially under the guidance of public opinion, people are not only satisfied with the Mid-Autumn Festival with a big meal, but also begin to pursue more noble ways to contact their feelings and express their celebration, so it is expected that the consumption of consumers will become more and more diversified in the Mid-Autumn Festival every year.

As an indispensable and unusual commodity that enters ordinary consumers' families, mooncake-packaged gifts can not only bring greetings to people, but also make people accept the delicious food because of its traditional meaning and delicious flavor. Its development trend is very attractive, with huge market space, rich profit return, strong purchasing power and demand, making it a sunrise industry that will never decline.

III. Marketing Strategy

(I) Product Positioning

A Mid-Autumn Festival product with delicious taste, elegant appearance, high taste and strong traditional flavor, suitable for giving to relatives and friends, eating by oneself and moderate price. Products will be divided into high-end, mid-range and low-end.

(II) Target market

The product positioning of mooncakes as gifts is a comprehensive market that mainly focuses on collective consumers of large and medium-sized enterprises and institutions and some consumers with better economic income. The specific classification is as follows:

(III) Sales channels

1. For key customers, salesmen can be sent to contact a large and medium-sized enterprise to release product information, introduce product characteristics and understand customer needs. And seize the opportunity to promote the order

2. Take all kinds of shopping malls and food stores as platforms, provide corresponding advertising support, and give certain preferential conditions for consignment

(4) Marketing suggestions

1. Because moon cakes are a kind of food with seasonal characteristics, although they are rational consumer goods during the Mid-Autumn Festival, they are usually sold too little, so it is suggested to increase the sales team and expand the product promotion channels in the Mid-Autumn Festival.

2. Strive for the advantage in time, and strive to basically complete most orders one week before the Mid-Autumn Festival.

IV. Analysis of Opportunities and Problems

(I) Analysis of Opportunities and Advantages

Because consumers' consumption during the Mid-Autumn Festival has become more and more diversified, and it is easy to form a consumption craze during the Mid-Autumn Festival, especially moon cakes, as a traditional Mid-Autumn Festival consumer product, have always attracted consumers' attention and aroused their impulse to buy, thus forming an obvious consumption hotspot.

(II) Analysis of threats and disadvantages

Facing more and more mooncake sellers in the market, there is more and more competition, and the formed market is getting bigger and bigger. In particular, it is impossible for general sales to smoothly enter large shopping malls like some large professional manufacturers, or even have their own specialty stores, which is the biggest disadvantage of general sales.

(3) Analysis of problems

1. Faced with a wide variety of moon cakes in the market, how can we make this moon cake product more attractive to consumers?

2. How to overcome the information asymmetry in the demand of target customers in the Mid-Autumn Festival market?

3. After the Mid-Autumn Festival, the sales of moon cakes entered a low ebb. How should we ensure the sales?

V. Specific action plan

(1) Early stage, investigation stage.

based on the market situation we have now, we will conduct a follow-up survey on the target market, especially the important target market, learn the target market information in time, and study and analyze the demand and target market trends within the target market.

(2) Mid-term, distribution stage.

send sales staff to visit and inquire about the target customers based on the target market information we have learned, and complete most of the ordering tasks in the expected machine room.

(3) Late stage, closing stage.

through various means, grasp the customer's demand, opinions and suggestions, strive for the second order, and complete the sales plan.

VI. Risk control

In view of all kinds of risks that may exist in the problem analysis and the problems that appear in various stages of investigation, the plan is revised in time to minimize the risks, and the food safety control of moon cakes is strengthened in the stages of sales, storage and transportation.

221 Mid-Autumn Festival Moon Cake Marketing Scheme Copywriting 2

1. Activity Background:

With the coming of the Mid-Autumn Festival, a traditional festival of the Chinese nation, many businesses aim at the business opportunities of Mid-Autumn Festival and make full articles around moon cakes and other Mid-Autumn Festival gifts. Based on Daoxiang Village, a leading pastry enterprise, we seize the favorable opportunity of Mid-Autumn Festival, and strive to realize the development of new forms of brand moon cake promotion and formulate this promotion plan and design.

2. Promotion objective:

1. Drive the sales of the store with the consumption of Mid-Autumn moon cakes, and activate the sales of moon cakes with the image of the store. Reunion month, reunion feeling, "Taoxiang Village Moon Cake" sent home.

2, through the Mid-Autumn Festival ambassador's good words and deeds when giving gifts, infect customers and enhance corporate image.

3. Provide convenience for customers and attract more customers.

4. convey feelings for customers.

5. Based on this activity, it can be extended to other festivals, such as Christmas or New Year's Day.

6. Increase the competitive means of enterprises and make differences. (marketing plan)

III. Analysis of commodity promotion environment:

(1) Macro market factors have great influence on enterprises, and such influence factors are beyond the control of enterprises. Enterprises can only study the macro-environment and its changes, and look for opportunities that are beneficial to them, so as to occupy the market and obtain greater economic benefits.

Macro-environmental factors mainly include:

1. Population factors: Mid-Autumn Festival, family reunion, more concentrated consumers, is conducive to commodity promotion.

2. economic factors: during the financial crisis, domestic demand is stimulated and consumption is stimulated.

3. Social and natural factors: The people of China attach importance to this traditional festival, and driven by the cultural atmosphere, it also set off a consumption storm.

(2) "Customers are God". Only when the products we promote meet the needs of consumers and win their trust can families reunite in the Mid-Autumn Festival and "Taoxiang Village Mooncakes" bring you happiness.

1. Consumers' consumption behavior and psychology: they miss their relatives more during the Mid-Autumn Festival; Family reunion for the Mid-Autumn Festival. In the Mid-Autumn Festival, giving gifts, visiting relatives and friends and other consumer behaviors, consumers have their own psychology about product selection in the process of consumption, and the promotion should grasp the consumer psychology and promote reasonably

2. The service level that consumers need: In the relatively fierce competition Mid-Autumn Festival moon cake market, consumers pursue quality and cheap products, and Daoxiang Village moon cake time-honored brand has various market advantages. Meet the needs and improve the service level.

3. analysis of consumers' purchasing power: consumers are looking for products that can meet their needs and are of good quality and low price. our promotion is based on low price and high quality, which really brings benefits to customers and adapts to their purchasing power.

4. Analysis of consumers' consumption environment: Consumers have a lot of choices in many moon cake promotion activities. We will improve the promotion environment and improve the service quality to the utmost extent during the promotion process, which is a real win-win situation for consumers.

(3) Modern society is a competitive society, and the competition for "Mid-Autumn Moon Cake" will be more intense. Only by defeating the competitors can we make our "Taoxiang Village Moon Cake" have more sales and gain more profits.

1. Competitor's strategy: In the same period, we use various ways to promote sales, such as shopping mall promotion and supermarket promotion, and combine them with other products to promote sales.

2. Competitor's goal: to further expand the brand effect and improve the sales profit.

3. Advantages and disadvantages of competitors: the advantage is the wide scope of expansion; The disadvantages are single means, high cost and inconvenient transportation.

4. Competitor's response mode: there is a complete service organization and all departments cooperate effectively, which can meet consumers' needs in time and accept consumers' feedback.

(4) Analysis of internal environment

1. Resources: able to contact the supplier in time, without causing commodity accumulation or out of stock.

2. Competitiveness: high quality and low price: convenient transportation: strong teamwork ability and diversified service means.

3. Logistics input and output: convenient transportation and basically "zero inventory".

4. production and operation: assembly line, quality assurance and efficient production.

iv. advertising analysis:

1. advertising goal: to realize the truth and extensiveness of promotional activities through large-scale advertising.

2. Advertising expenses: 1 yuan

3. Advertising information: promoting brands, enhancing influence, expanding sales channels and increasing sales.

4. Advertising media: newspapers and leaflets

5. Evaluation of advertising effect: achieve the purpose of promotion during the festival and establish the brand awareness of Daoxiang Village in consumers' hearts; Further promote the corporate culture of Daoxiang Village's time-honored brand!

5. Activity content:

1. Time: _ _ _-the day before Mid-Autumn Festival

2. Location: The activity is limited to Hui _ _ city

3. Activity preparation: 1. Arrange a certain number of transport vehicles and Mid-Autumn Festival ambassadors.

2. Drivers must be familiar with urban driving routes, and it is required to reduce time consumption and improve transportation efficiency as much as possible.

3. Educate "Mid-Autumn Festival Ambassadors" in language and actions, and learn how to deal with problems.

4. appropriately improve the selling price of moon cakes to maximize the overall profit.

5. Contact the card dealer and buy a certain number of exquisite cards, which can be classified according to different gift recipients, such as lover cards, relatives cards and friends cards.

4. Promotion of activities: Posters will be posted in shopping malls about one week before the implementation of the activities, and the publicity breadth can also be enhanced through newspapers and radio stations. However, it can only be implemented after a certain cost accounting. Publicity should be concise and easy to understand, and special circumstances need to be explained.

6. Precautions: 1. Customers should pack the gifts according to their requirements, and ask and register the detailed address and delivery time required, so that customers can provide their contact numbers and the contact numbers of the recipients so that they can get in touch under special circumstances when giving gifts.

2. The words and deeds of "Mid-Autumn Festival Ambassador" represent the honor of shopping malls. We must strictly select "Ambassador", have good image and language affinity, and educate "Ambassador" about possible problems.

3. In order to avoid some problems, the delivery of this activity can only be limited to Mid-Autumn Festival gifts, and cash cannot be involved. The gifts must be inspected when packaging, and there can be no cash.

4. Because of the possibility of customer rejection, it should be explained in the event promotion, and it should be explained that in this case, the mall will contact the original gift and return it to the customer.

5. In case of rejection or customer's absence, the "ambassador" must contact the person in charge of the mall as soon as possible, inform the situation and proceed to the next task, and the relevant personnel of the mall will contact the customer or the recipient for inquiry and solution.

6. The gift must be the product purchased by the mall, and the buyer must leave the real contact number and name. If the return cannot be made due to the wrong number left, the mall has the right to dispose of the goods after 7 days, which should be explained during the publicity or activities.

7. The self-written message in the card is the most sincere wish of the customer to the recipient, and it is a frank expression of emotion. Therefore, the selection of the card must pay attention to its exquisite appearance and the text connotation inside. If the price of moon cakes is adjusted, the card can also be changed to a desk calendar, etc. Of course, there should be an introduction to the shopping mall. It's publicity.

221 Mid-Autumn Festival Moon Cake Marketing Plan Copywriting 3

I. Activity Background

The Mid-Autumn Festival on August 15th is a traditional festival in China. Every time we miss our relatives and friends, moon cakes become our gifts to express our blessings.

second, the theme of the event

miss your family more during the festive season, and moon cakes convey the true feelings

third, the purpose of the event

1. Establish the humanistic image of Miqi and promote the increase of sales

2. Provide convenience for customers and attract more customers

3. Increase the visibility and reputation of enterprises 4. Spread the corporate image. Enhance the brand image

IV. Activity time

The eighth day of the eighth lunar month-August 15th * * * 8 days

V. Promotion places

counters in major shopping malls, supermarket windows and franchise stores

VI. Activity content

1. Group buying business and group buying discounts are convenient for all units and institutions to distribute benefits.

2. According to different groups of people, we have developed mooncake gift boxes with different prices, which are the first choice for giving gifts to relatives and friends.

3. When shopping in 18 yuan, we will give you a beautiful gift box or a voucher from 3 yuan, which can be exchanged for any goods in the store.

4. Give a beautiful gift (candy and other beautiful small gifts) when shopping.

7. Publicity methods

Put up posters, print leaflets and advertise through radio, television and other media.

VIII. Decoration in the store

Environmental layout of the dining room and lobby, highlighting the Mid-Autumn Festival atmosphere of "peace, reunion and celebration" as far as possible

IX. Dining features

On the day of January and September, a large moon cake was made and displayed in the lobby during the day to create a festive reunion.