Home appliance promotion activity plan book

# Planning # Introduction In some festivals, home appliance merchants will hold home appliance promotion, and designing a good promotion plan can make the promotion effect better. The following is the home appliance promotion plan compiled by KaoNet, welcome to read!

Home appliance promotion planning book 1

1. Activity background:

1. The anniversary of the establishment of xx Electric Appliance Co., Ltd., in order to better prove the strength of xx, convey the business philosophy of xx, and enhance the corporate brand image, it is imperative to carry out all-round promotion activities.

3. In order to reduce the negative impact caused by the relocation of the hanging green store of xx Electric Appliance Co., Ltd., strongly publicize the successful signing of Boluo Store.

4. The traditional National Day in China is a good opportunity for a long holiday and strong consumption power to stimulate commodity consumption and brand promotion.

to sum up, we should make full use of the above opportunities, integrate resources most reasonably, and launch a series of promotional activities with a long time span in a planned and strategic way, so as to drive economic growth and realize the synchronous promotion of brand image and commodity sales.

second, the theme and ideas of the event:

1. the theme of the event

during the national day, the slogan of the event: honesty makes the 19th century brilliant; During the National Day, the slogan: He Guoqing, one-dollar household appliances shocked the whole city and challenged the price limit. (specific time: month, day-month, day)

2. Activity idea: Make full use of the two opportunities, and directly let consumers receive both "courtesy" and "profit" through a series of promotional methods such as special rewards, luxury gift delivery and one-yuan special machine sales, so as to improve the company's commodity sales and show the glorious history of xx.

3. Activity time: month-month-day

3. Activity location:

xx chain stores (including xx stores)

4. Activity organization:

General supervisor: General responsible department: sales management, purchasing department, each branch

General manager of each branch (supervisor) All-site specials in each branch

The specials in each branch should be kept above 8%. The specials are mainly located in

a, goods with large inventory and urgent need to be handled

b, goods mainly promoted by other merchants and public sensitive models

c, goods mainly promoted by our company

d, and special products specified by manufacturers.

see the sales positioning table issued by the commodity department for the specific specials and sales positioning. It is required that the difference between the specials and the original price is certain.

2. Give away when you come (Siqing is happy, and you can drink with 1 bottles of Coke)

The activity is mainly aimed at customers who visit xx electrical chain stores during Siqing, and they can give away a bottle of small Coke for free without shopping. One bottle is limited to people, and it will be available on a first-come-first-served basis while stocks last. Coke can be purchased by the marketing department or by each branch according to their own needs. Each branch is limited to 35 pieces. It should be delivered in a planned and controlled way, and then settled with the marketing department according to the actual delivery quantity after the activity.

3. Buy and send (buy and send McDonald's coupons)

The activity is mainly aimed at customers who shop in xx electric chain stores during the National Day. With the shopping list, they will send 2 yuan McDonald's coupons when they shop in 1 yuan. Shopping over 3 yuan to send the value of 3 yuan McDonald's vouchers; Shopping over 5, yuan to send 5 yuan McDonald's vouchers; 1 yuan McDonald's vouchers will be given when the purchase is over 5, yuan.

* * is responsible for contacting coupons for new stores every day, * * for xx stores and * * for xx stores. First, McDonald's or KFC will be responsible for which 5 tickets will be delivered, and then each branch will settle accounts with the other party according to the actual delivery quantity after the activity on October 4th.

4. Gifts from manufacturers

are mainly distributed according to the preferential policies introduced by manufacturers during our activities, and the daily gifts are required to be uniformly distributed by the purchasing department according to the manufacturer's gift distribution policy

and the gifts existing in our company before the activities, and sent to all branches two days before the activities. All branches write posters in advance according to the gift distribution policy formulated by the purchasing department, which will be posted on the corresponding products the night before the activities, and at the same time, the purchasing department will post them according to the.

5. signature of the boss, with a huge sum of money every word

During the activity, contact various manufacturers' resources to carry out the signature sale activities of the boss on September 24th and 25th, October 1st, 2nd, 8th and 5th (Saturday and Sunday) respectively. The activity forms are: signature discount, on-site quiz, games and entertainment, cultural performances, polite purchase, and on-site display of new machines and main pushers. (The specific content will be arranged according to the resources provided by the purchasing department)

6. One yuan ultra-low price activity

a. Activity time: September 24-26; October 1-3

B. List of ultra-low-priced goods (for reference only, Specifically determined by the purchasing department)

the total unit price loss of commodity quantity at price

five 1 yuan ventilators, 2 yuan, 1 yuan, 95 yuan

five 1 yuan irons, 3 yuan, 15 yuan, 145 yuan

five 1 yuan telephones, 3 yuan, 15 yuan, 145 yuan

five fans, 4 yuan, 2 yuan, 195 yuan

one microwave oven, 28 yuan, 28 yuan, 279 yuan

one dvd1. 9 yuan

1 yuan color TV set, 6 yuan 6 yuan, 599 yuan

total 176 yuan, 1737 yuan

3 stores ***528 yuan, 522 yuan

two days ***156 yuan, 144 yuan

c, ultra-low price lottery tickets, two ways:

(a). (Voucher queuing)

(b) From September 24 to October 3, each branch will send one card every day when shopping in 1 yuan or above, with a maximum of 5 cards per day, and each store will send 55 cards through shopping from October 3.

d, Method: September 24 to 26; From October 1 ST to 3 rd, each branch will distribute lottery tickets at 9:3 am every day, and queue up in two columns, one for those who have got lottery tickets through shopping, and the other for those who have no lottery tickets. The distribution will only be distributed to the column without lottery tickets, and the last two columns will put the lottery tickets into the box where they want to buy the corresponding goods. It is stated in advance that each person can only have one ticket. If one person finds two or more tickets, only one ticket will be served. The box of each branch is made by the artist of each branch, and the "xx Commodity, 1 yuan" and quantity are written on the box, and the detailed rules are written in the sea newspaper on the spot. On-site person in charge: Before the distribution, the administrative commissioner is responsible for explaining this activity with a microphone, and four after-sales service personnel are responsible for the on-site order (arranged by General Manager Liao in advance). The distribution personnel are clerks and financial personnel.

home appliance promotion planning book 2

1. Promotion time

2XX December 25th-2xx January 1th

2. Promotion background

New Year's Day is the peak consumption season for small household appliances, especially electric kettles, soymilk machines and other products that can be used as gifts. In order to seize the market, all brands have taken actions. At the same time, the high price of soymilk machine, juicer and other products and consumers' unfamiliarity with how to use them have always made some potential consumers hesitate. In order to seize this sales season and consumers who are hesitating, our company specially planned this activity.

Third, the purpose of promotion

1. Take advantage of the golden week of "New Year's Day" to increase the retail volume of our terminal and increase the distribution efforts;

2. Through the live demonstration at the terminal, we will enhance the popularity of our products and stimulate the purchasing desire of hesitant consumers;

3. Effectively attack competitors, and fight the first battle to achieve our sales task next year;

4. Promote the sales of other products by promoting models;

5. Enhance the confidence of dealers in operating our products and boost the morale of shopping guides.

iv. promotion object and scope

1. promotion object: end consumers

2. scope: controllable terminals in Guangzhou and Shenzhen (referring to stores with shopping guides)

5. promotion theme

promotion theme: YL small household appliances welcome the new year with big rewards

slogan: 299, YL soymilk machine takes home; 366, YL multi-functional stew was brought home;

129, YL juicer takes it home; 99, YL electric kettle "picked up" and went home

Old customers of YL electric kettle gave it to them politely without buying it

It's New Year, so bring a soymilk machine home for parents far away

(the banner slogan is the slogan or promotion theme above)

VI. Promotion method

Live demonstration with big reward activities, which include promotional models, 8.8% discount and gifts

.

induction cooker: 318FB, promotional price of 199 yuan

soymilk machine: 2B, promotional price of 299 yuan;

stew: 9121, with a promotional price of 366 yuan;

juicer: 52B, with a promotional price of 129 yuan;

28% discount on other models

2. Gift form

All customers who buy YL products are given a beautiful New Year desk calendar (worth 25 yuan) in addition to random gifts, and customers of electric kettle are also given 2 packages of detergent worth 5 yuan, and old customers of electric kettle are given 1 package of detergent worth 5 yuan for free with valid purchase certificate. (except for the special price of the above gifts)

3. On-site demonstration

Demonstration models: stew pot 9121, soymilk machine 2B, juicer 52B, 5D; (These four models are required to be demonstrated, and other models can be increased according to the sales situation)

Demonstration location: at the entrance of the shopping mall or at the entrance of the stairs or at the entrance of the shopping mall

Demonstration requirements: the stewing pot requires stewing bones or chicken (other substitutes can be used during bird flu), and corn, steamed bread, eggs, sweet potatoes, etc. are put in the steaming grid and steaming; Soymilk machine requires continuous beating of soy milk (soy milk with sugar) and let all customers who come to the demonstration stage taste it; The residue juice machine requires on-site demonstration of the juicing process and cleaning process, which is easy to clean. When 52B demonstrates the milking process, the raw materials are bananas, pure milk, crystal sugar, cucumbers, carrots, etc. After the demonstration, the demonstrator will taste it first to show that it is clean, and then give it to the customer. All the things presented to customers must be hygienic and clean (not only in the demonstration but also in the background operation, in case the customers who taste it get sick and complain).

requirements of the presenter: the presenter must have a loud voice, articulate words, bring a headset as far as possible, move naturally, speak with affinity and humor, and attract customers to watch and consult. At the same time, the demonstrator should also highlight the easy-to-clean process of 52B, and prepare the bucket on site to be clean as soon as it is dipped; Pay attention to the customer's questions and answer them while demonstrating.

demo platform requirements: at least 3 demo platforms should be placed side by side.

layout requirements for the live demonstration: one X-stand, more than two posters, more than one banner, products and gifts shall be stacked separately, and the words "gifts" or "gift area" shall be marked on the gifts; Beautify the scene through some balloons, flowers, ribbons, and bows made by the shopping guides, and stir up the atmosphere of on-site promotion.

VII. Promotion coordination

1. Products

The business manager/regional manager urges the dealers to take delivery in advance (especially the promotional models should be fully stocked) and the outlets to take delivery.

2. Preparation of promotional materials

The marketing department will distribute demo tables, X-stands and gifts to dealers before 2th; Dealers will print black and white single pages of promotional information, banners of promotional themes and slogans, small gifts and other materials by themselves before 25th.

3. Division of labor and responsibilities

General Manager Zhang

Person in charge of activities-Danielle

Scheme writing, distribution and verification-Marketing Department

Material distribution-Customer Service Department

4. Shopping guide training

Shopping guide managers, business managers/regional managers of all dealers should be responsible for promotion. In addition to introducing the selling points of our products to customers, this promotion will also guide customers to buy the models mainly promoted by our company from the following aspects:

Soymilk machine: It takes only ten minutes to make fresh and fragrant cooked soybean milk with YL automatic soymilk machine, and the cost is less than 3 cents; 3 cents a day, the whole family drinks fresh soybean milk, which is not unknown, but it is really cost-effective. More importantly, rest assured that soy milk is made by yourself, and it is hygienic and fresh. Don't drink black-hearted soybean milk, drink fresh and fragrant soybean milk, or make it yourself, choose beans and use water by yourself, and the hygiene is absolutely guaranteed; Do it at any time, drink it at any time, and there is nothing new to say. (It can be compared with buying a cup of soybean milk outside for one yuan to explain to customers)

Juicer: Who wants to eat carrots and cucumbers at home, but if it is squeezed into juice in a different way, it will be different; Especially for children with relatives and friends at home, it feels even more different.

Stewing cup: The advantages of steaming and stewing without water are: first, good sealing performance, which can keep the raw gas of stew, especially tonic, from being volatilized; Second, the heat is evenly balanced, so that the nutritional structure of the stew can not be destroyed; Third, the stewed food is not only crisp and original, but also clear in soup color, rich in umami flavor and unique in gourmet flavor.

5. Event executor

Dealer market leader, dealer shopping guide manager, business manager/regional manager, Zhu Bo, etc.

VIII. Event requirements

Strictly follow the requirements of "YL Terminal Promotion Activities Guidelines".

if you have any questions about this promotion, please call the marketing department!

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IX. Promotion comments

1. Promotion time: This year's New Year's Day is close to the traditional Spring Festival, and around New Year's Day, it is just the peak time for some migrant workers to go home (there are many migrant workers in Guangzhou and Shenzhen, who often go home early in order to stamp out the peak in Spring Festival travel rush). Migrant workers always want to bring something home after working for a year. In another year, due to the rising gas, induction cookers became their preferred choice. When we promoted sales on the spot, we found that many customers did bring them home, and some of them were given to relatives and friends as gifts. This promotion is planned based on this background, and the actual effect is good, and the target consumers are very accurate.

2. Promotion model: Considering that this promotion is mainly aimed at migrant workers who want to go home, we chose a model with small size and simple function as the special price machine. For example, the juicer of 129 yuan only has a single juicing function, and its volume is also very small; The size of the 199 yuan induction cooker is also very small. The proper choice of promotion model has a great effect on the sales volume of this promotion.

3. Slogan: Take it home and bring it back.