Briefly describe the main purpose of reducing the price of Aiduo vcd.

Comprehensive promotion plan, including 12 points:

I. Objectives: Market situation and complex objectives. How is the market? What is the purpose of this activity and how is it carried out? Handling inventory? Is this to increase sales? Is this a blow to competitors? Is it a new model? Or enhance brand awareness and reputation? The only clear purpose is to make the target active.

Second, the target audience: the activity is aimed at specific groups or individuals in each target market? What is the scope of control activities? Who is the main target of promotion? Who is the secondary target of promotion? Whether it is correct or not will directly affect the final result of these choices.

III. Theme: This part mainly solves two problems:

1, determine the theme

Page 2, Packaging Theme

What is the price? Price discount? Premium? Lottery? Gift certificate? Service promotion? Publicity and demonstration? Consumer credit? Or other promotional tools? What kind of promotion tools and themes should be chosen, and factors such as target activities, budget allocation, competitive conditions, environment and promotion should be comprehensively considered.

After art, determine the topic, try to "pull the banner of tiger skin" and dilute the commercial purpose of promotion, so that the activities are closer to consumers and can impress consumers more. A few years ago, the "Sunshine Action" of Aiduo VCD was a classic, and a simple price reduction promotion was adopted to maintain a dynamic love and act in the interests of consumers.

This part is the core scheme of promotion activities. Efforts should be made to innovate, and activities are shocking and repulsive.

Activity content: how the activities introduced in this section are carried out. There are two important considerations:

1, determine the partner: pull the government's support, or hang the media's "sheep head" to sell your own "dog"? Does the manufacturer act alone or * * * with the distributor? With other manufacturers or joint promotion? Cooperation between the government and the media will help build momentum; Automobile manufacturers or other joints can integrate resources and reduce costs and risks.

2. Determine the degree of excitement: In order to be successful, you must make the activity exciting and stimulate the audience's participation. The higher the stimulus, the better the sales. But this kind of stimulation has marginal effect. Therefore, it is necessary to determine the appropriate stimulus level according to the promotion measures, put it into use, and analyze and summarize the objective market environment in combination with the corresponding costs.

5. Time and place: Choosing the time and place of promotion activities correctly will get twice the result with half the effort, and choosing it improperly will be thankless. With the passage of time, consumers are allowed to participate freely as much as possible, and they have a superior geographical position, so that consumers can better communicate with urban management, industry and commerce departments in advance. Not only the time and place of promotion is very important, but also the effect of Takuya is very important. Best in-depth analysis. The duration is too short, and repeated purchases cannot be realized during this time, and many of them cannot realize their due benefits; If it lasts too long, it will lead to high cost, market failure and reduce the record value of customers.

The same advertising: A successful promotion requires all-round advertising. What kind of creativity and expression do you choose? What kind of media hype do you choose? This means different audience arrival rates and costs.

Seven preparations: prepare for three points,

1, manpower

Page 2, Material Preparation

3. Test procedure

In terms of staff, "everyone has something to do, and everything is taken care of", there is no blank point and no intersection. Who is responsible for communication with the government and the media? Who is in charge of copywriting? Who is in charge of site management? Who is responsible for distributing gifts? Who is responsible for customer complaints? We should consider all aspects of the situation clearly, or we will get out of the predicament and be at a loss.

In the preparation of materials, it is necessary to take out large vehicles and small screws in a planned way, and then count them according to the list to ensure that otherwise there will be a hectic scene.

More importantly, since the activity plan is determined on the basis of experience, it is necessary to carry out necessary tests to ensure that the selected promotion tools are correct, the stimulation degree is appropriate, and the existing route is satisfactory. The test mode may require consumers to fill in a pilot project or a questionnaire survey in a specific field.

8. Mid-term operation: Temporary operation is mainly active in field control and discipline.

Combat discipline is the guarantee, and planning is the premise of perfect implementation. Programmers have made detailed regulations on dealing with all aspects of this discipline.

The website mainly controls all aspects of the arrangement, clear, busy and orderly.

At the same time, in the process of implementing the plan, the scope, intensity and key amount of promotion should be adjusted in time to keep the marketing plan under control.

Continue in late September

The main problem is how to adopt the continuation of media publicity in the later stage of follow-up media publicity activities. Melatonin is a master in this field. Even without a very successful promotion, the media hype will be unprecedented.

Budget: no interest, no meaning of existence. Input-output promotion expenses should be included in the budget. Then, Aiduo VCD's "Sunshine Action Plan B" ended in failure because there was no budget in terms of expenses, and it was not until the activity that the company's plan was found to have no financial support. A good idea is not enough for a good promotion.

XI. Accident Prevention: Every incident may be some accident. For example, government intervention, consumer complaints, and even sudden weather changes in outdoor promotional activities can not continue. For all kinds of unexpected situations that may occur, necessary manpower, manpower preparation and financial preparation must be made.

Effect prediction: predict what kind of effect will be achieved after the event, so as to compare it with the actual situation, and summarize all aspects of success from the aspects of stimulation degree, promotion opportunities, other promotion media and fault points.

The above twelve parts are the framework of the promotion plan. In practice, we should boldly imagine, carefully verify, analyze and optimize the combination to achieve the best effect comparison.

A convincing and feasible hotel and activity plan, let the company support your plan, and ensure the perfect implementation of the plan, so that the promotion activities can play the role of four or two thousand yuan.

May sales

Program, activity time: April 30th to May 8th.

Activity purpose:

May is a golden week, and there are several major festivals throughout the month, such as May 1 International Labor Day, Youth Day, Mother's Day and Children's Day. In order to better promote sales, raise customer prices and produce more influential social effects, they often go home to further enhance their corporate image.

Three themes: celebrate May Day, enjoy convenience and welfare, and win rich prizes.

Four slogans: 5 1 stroll * * to win the shopping prize; The low price drops to the end, and the good operation continues.

5. Advertising: From April 30th to May 4th, DM, outdoor advertising inkjet launched promotional activities, body banners, banner doors, in-store POPs, publicity and broadcasting,

Six kinds of scene layout: entrance banner, summer flag, special area labeled 12, publicity signs on the upper and lower floors of the elevator, plain paper for advertising, two huge holes,

Seven activity policies: finally

1) The price dropped during the Golden Week, and DM posters were launched. April 30th-May 4th, single product category, fresh 25, 50, non-food 40, 30 cabinets, old page 25 2)5 1 Visit * * * Shopping Center Award (see appendix for specific scheme page). Page 3) came to the end.

4) On May 1 day, the final of the second "Ode to Labor" youth karaoke contest was brilliant. Look at Starlight Glimmer now.

5) On May 4th, "Youth is elegant and full of vitality", a wonderful youth cultural performance.

6) On May 5th, "Take a walk and get a prize for shopping" lucky draw, wonderful performance (internal staff)

7) The registration of "61Children's Talent Show" was officially launched on May 8th, and the registration began from April 25th to May 10, with the first craze on May 13 (see the attached page for the specific process).

8) On Mother's Day, my mother went shopping politely. On May 8th, anyone who bought a gift from my married female customer with a receipt of more than $50 at a time was sent by the computer. The number of gifts per person is limited while stocks last.

9) May 12 "Possible Landing Shopping Award" Awarding Party

XX Shopping Mall 5 1 Marketing Plan

The freshest May Day activity plan

A series of activities with the theme of "Spend May Day, Happy Holidays and Happiness"

Activity background:

5 1 during the holiday season, the worrying thing about sales behavior is that holiday sales seem to be booming on the surface, and consumers will only spend a few days yesterday, tomorrow or next month. In order to guide consumption, stimulate holiday impulse consumption, and thus achieve better sales performance and social effects, it is more influential for XX shopping malls to enhance corporate image and text business characteristics during May Day. To hold XX, we should cooperate with appropriate festival activities, introduce cultural marketing, combine the marketing process with cultural enjoyment, let consumers enjoy diversified services and increase their desire for random consumption. It is essentially different from other similar enterprises, blindly making concessions and improving holiday consumption. In a real sense, XX has enhanced its image from a social perspective, established a high-level consumer culture to attract consumers, thus winning high-level consumer groups and showing the elegance of famous shops. The following is a series of May Day holiday activities with the theme of "Spend May Day, Happy Holidays". The activity plan is as follows:

A series of related activities:

1 month gifts Buy gifts, have a happy holiday and have a family trip.

2. Heart Qian Qian knot, 100 thousand love big show

Travel gifts are reserved for May Day members.

4. Spring and Summer Fashion Week

5. Discount promotion

6. Print the spring edition of Boutique Shopping Guide in XX Mall.

Twice:

1 month gift shopping, happy holiday family trip: May, February, 2004, 1 to May 5.

2. Qian Qian knot, showing 100,000 loves: May, February, 20041-May 5.

Keep it at 3. Welcome 50 members as travel gifts: February 1 to May 7, 2004.

4. Spring/Summer Fashion Week: February/KLOC-0 to May 5, 2004.

5. Discount: It may be1-May 7, 2004.

Three series of activities: XX Mall Bayi Store, XX and Beiyuan Shopping Plaza Store.

IV. A series of activities:

(1) You can give shopping gifts and have a happy family holiday.

Activities:

Go to the Golden Week to enhance the popularity of XX shopping mall and create good sales performance, and hold a gift shopping activity of "May Gift Shop Gift, Happy Holiday Family Travel" with 5 1 couples and families in the travel package. Www.cnls.com.cn, China Retail News

Detailed implementation rules: in

Do more planning programs.

① From May/KLOC-0 to May 5, two couples who spend more than 3,000 yuan on regular-price goods with registered invoices and valid vouchers will get May Day travel packages. (Do not accumulate GET)

(2) Where can I collect the invoice registration and the total consumption of valid vouchers (limited time 3) of regular-priced goods with a price of more than 4,000 yuan on the day of 51series standard packaging? (Do not accumulate GET)

③ You can get 5 1 family ticket (four-limit) invoice if you consume more than 5,000 valid vouchers every day and register them in the corresponding brand counters. (Don't accumulate GET)1valid voucher for the registration of full-price commodity invoices above 2000 yuan.

(4) Two couples who have accumulated spending on the same day get luxury travel packages. (Not cumulatively obtained) Invoice registration and valid certificate. Two couples who have a regular price of more than 20,000 yuan get a luxury Hong Kong and Macao tour package.

(5) where the cumulative consumption of the day. (Do not accumulate GET)

Note: this activity is limited to clothing brands (membership cards are not discounted only), and manufacturers voluntarily participate. If you don't participate, the manufacturer needs to participate in the discount promotion for free, XX. For customers who spend 3,000-20,000 yuan on car purchases, manufacturers only bear 8.5% of the cost of goods discounts, and generally there is no cost performance ratio of holiday discounts and promotional activities. (Attached: Tourism Price List)

(2) Qian Qian knot, a hundred thousand love big show.

Activity: On the warm May Day.

Love line show, a special activity to release unique love, takes "Qian Qian knot, 100,000 love shows" as the loud slogan. Modern young people often grasp the truth, reveal an open mind, actively mobilize lovers who are madly in love with each other to express themselves, and write down the written test of love vows, names, blessings and other handkerchiefs for each couple. This colorful "love story" sympathizes with the knot in the spring breeze, naturally forming a beautiful scenery and various vows of love, then

Specific implementation rules: ①

5 1 During the activities, the activity "Qian Qian Knots Hearts, 100,000 Love Show" was held.

In front of the mall square, each pair of red handkerchiefs can receive real-time handkerchiefs and provide customers with oil pens to write love, real-name vows (draw a lucky customer) and blessings. Among them, the individual tied with a rope by the customer's handkerchief gave the customer a knotted handkerchief with the customer's consent, and so on, and hung up the phone. ②

A lucky couple will be drawn every day, and one of the two couples in the suburbs of Shanghai will get a travel package in May. The list of lucky customers published on the website every day, and you will get a free ticket with valid documents the next day.

Note: Operation management assistance and handkerchiefs are needed for this activity. The initial budget is 5,000 yuan, and 0.5 yuan × 5,000 = 2,500 yuan; Red nylon rope: 50m× 5 yuan/m2 = 2.5 million yuan; The value of the couple travel package is 200×5 = 1000 yuan; X exhibition promotion activities, * * * 3,750 yuan, and the activity expenses shall be borne by the mall.

reserve

(c) Welcome the travel gifts of May Day members.

Activities: XX XX Shopping Mall

Thank you for supporting members for many years, XX. As of May 7, 2004, the membership card accumulated to the date above the shopping point between May 7, 2004 and May 1, and the currency XX membership card and ID card registered at the front desk received the corresponding incentive travel package. (No need to wait, after the statistics published by the major newspapers and websites ranked 5 1), the top XX members, membership cards and ID cards registered in the hotel will be given a Happy Home (limited time 3) luxury tour package. The hotel and XX XX members register for the second point membership card and ID card to receive the luxury travel package for couples. XX XX members can receive Shanghai Suburb Family Tour Package 1 copy (limited to 3 days) with their membership cards and ID cards.

Note: The value of the Happy Luxury Travel Package for this activity is 1 1,000 yuan/person × 3 = 3,000 yuan; Value of luxury package for couples: 1000×2 = 2000 yuan; The value of Shanghai suburban family tour package (limited to level 3) is1000× 3 = 3 million yuan, totaling 5,300 yuan, and the activity expenses are borne by the shopping mall. (Attached: Tourism Price)

(4 pieces) XX2004 Spring/Summer Fashion Week

Time: February, 2004 1 to May 7th.

Theme:

One or two brands of clothing will be released in the exhibition hall on the first floor of the mall, and a static fashion show will be held on the spot. Exhibitors can set up their own brand image booth on the south side of the runway to introduce the brand history and dress style and create the atmosphere of fashion week. period

Activities, the audience and consumers vote for my favorite clothing brand, and tourists can have the opportunity to participate in the lucky draw. XX prizes are small prizes such as playing cards;

(5) 5 1 commodity discount

① limited time snapping up

Time: February, 2004 1 to May 7th.

Activities:

From time to time, people wear clothes, hold a 56% discount on bedding and buy it for an hour at a time. The brand mall will contact the manufacturer, and the planning department will arrange the report before April. ②

5 1 discount

Time: February, 2004 1 to May 7th.

Activities:

Manufacturers who do not participate in the "May Day shopping and gift giving, happy holiday family travel" activities should participate in holiday discount promotion, that is, 30% discount on clothing and bedding.

Note: 1, continue to enjoy preferential product points, and members with lower discount prices will no longer enjoy preferential discounts for members; On page 2, all discounts require the participation of manufacturers, and the special price is not approved by the general manager. Page 3, XX has no cost.

(6) Printing the Spring Edition of Boutique Shopping Guide in XX Mall.

Shopping Mall "Boutique Shopping Guide" Spring Edition

To welcome the May Day holiday and the arrival of the tourist season, tourists who come to the province will introduce the capital of XX, enhance the popularity of shopping malls, and establish a better image in XX and XX shopping malls in the province, so as to highlight new products, unique brand charm, guide consumer fashion, and print the spring of "boutique shopping guide" version.

(7) Extend the business hours during the holiday, because during the Golden Week holiday in May, more customers of Lequi Tourism seized the golden opportunity of business and created good sales performance when the holiday shopping season arrived, and the business hours were extended to 10 in the afternoon, further enhancing the commercial characteristics of XX leading fashion consumption.

Supplement:

Budgets for five series of activities:.

1. "Heart Qian Qian Knot, 100,000 Love Show" May Day Lucky Couple Travel Package Fees Two lovers in the suburbs are in the activity (Mall Bear): The initial budget for handkerchiefs is 5,000 yuan, and 0.5 yuan × 5,000 yuan = 2,500 yuan; Red nylon rope: 50m× 5 yuan/m2 = 2.5 million yuan; A package tour for couples in the suburbs of Shanghai is worth 200×5 = 1000 yuan, which is about 3750 yuan. 2.

"Welcome to the May Day travel gift to make an appointment for members. The value of the happy luxury travel package is 1000 yuan/person × 3 = 3,000 yuan; Value of luxury package for couples: 1000×2 = 2000 yuan; Shanghai Suburb Family Tour Package (Level 3 only) Value: 100×3 = 300 yuan, * * * 5300 yuan.

Fifty-one luck "growth"

China

Time: 5. 1-5.7

China II Theme: 5 1 Lucky "Growth"

China III's activities.

1. Caring for the "Eleventh Five-Year Plan" Lucky:

Born in 5 1, 5 1, born in China in May of 1, with the ID number of "5 1" (even number), I bought diamonds or jewelry jadeite at the digital mobile phone number of "5 1" and got 5/kloc-0.

China II. Luck "growth":

The diamond jadeite bought by China in May 1 still won 5 1 yuan.

The diamond jade I bought on May 2nd still won the prize in 52 yuan.

China buys diamonds and emeralds or wins 53 yuan on May 3rd.

I bought diamonds and emeralds in 54 yuan on May 4th.

May 5th to buy diamonds, emeralds or 55 yuan.

China bought diamonds and emeralds on May 6th or won diamonds and emeralds from 56 yuan.

Buying diamonds and jadeite on May 7th still involves this 57 yuan.

Promote China (pure gold does not participate in the promotion)

China activities

(1) In the circulation and advertising activities of the local daily newspaper Love and Diamond, the theme of the evening paper is "May Day Publishing Bits", including details of activities such as "Caring for May Day Luck" and "Good Luck Growth";

China (2) Do activities around TV advertisements, and do activities like "Love Mayday is lucky" and "Good rhyme is becoming more and more important" in the form of TV subtitles, participate in the rules, and focus on the details of the bar/counter, address, telephone number and so on.

China (3) in front of the counter in the store, he is in friendly consultation with the telephone customer or poster X box who has a consultant to do activities;

.

Five control activities and evaluation

China 1. Good customer consultation and people who come to settle in Hong Kong, the number of activities, procurement, sales and participants are well documented;

2. After the event, there will be more data and media frequency, and other agents will collect feedback from the promotion headquarters and summarize the evaluation activities made by the jewelry brand planning department, so as to join the partnership and provide better marketing services. . About $3,000

China VI operating budget

China 1. Publicity expenses;

China II. Point ˇx gold and 85 yuan;

China 3 Total: 3000+85 =3085 yuan.

China

China

China

Plan 5: "Love my favorite token of love" has a prize quiz.

China

One. Time:.

China, May 1 day to June 65438+1October 30th, 2005.

Two major themes of China.

Xx Jewelry-My favorite token of love.

China III. Activity background:

People in China are familiar with the phrase "love for life", and love is fate. We believe that "fate is written on the stone", and China formed the traditional custom of engagement thousands of years ago. China people like to witness the decision to get married with rare treasures, and because of the influence of traditional ideas, people pay special attention to "pledge of love" or "engagement", so we cater to this engagement all over the country.

China IV. Training target: young people aged 20-28.

China, these people are the last batch, and their brand loyalty is not high, so they are easily influenced. We want to expand the marketing activities and emotional demands of this kind of customers, so the later "season without love" series of jewelry made emotional demands become loyal customers of XX jewelry with the growth of age.

China's five goals:

China 1. This activity increased the popularity of the store during the activity;

China II. Improve the market share of local xx jewelry brands;

3. China will further enhance the reputation of XX jewelry brand, thus promoting long-term sales.

China VI. Activity content:

China 1. Love XXX jewelry:

Every customer in China has a national counter in XX Jewelry Store. You can participate in the "Love XX Jewelry" activity. Participation method: XX buys diamond jewelry, and can get the signature token of the famous jewelry brand spokesperson Jiang XX and the special staff of XX jewelry store to witness the greeting card, so that XX jewelry and XX can witness the oath of "love for life" together.

China 2 "My Favorite token of love" has an award-winning question and answer:

In the "My Favorite Love's First Seal" contest held in China, students will take their photos of "XX Jewelry-My Favorite Keepsake" and small introductory articles or related stories as "the keepsake they want to receive most". XXX jewelry store can take part in the prize-winning contest, and XXX jewelry store can hire local jewelry in the country/counter, and the winner has been decided.

China most affectionate token prize value 1888 yuan camera color screen mobile phone.

BR & gt

The five most creative prizes of tokens are worth 888 yuan, and MP3 players or electrical appliances are fined.

Token Award finalist award10 ×××× business card of fine jewelry spokesperson Jiang.

3. Maintenance services:

client

Buy jewelry plus 10 yuan jewelry cleaning tank for every ×××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××× Publicity and promotion

China (1) published the theme in the circulation and advertising activities of local daily newspapers.

China activities "XX jewelry-my favorite token of love", including "Love XX jewelry-details of participation", "My favorite token of love" and other activities;

(2) Do TV advertising activities around, do award-winning selection activities such as "Love XX Jewelry" and "XX Jewelry-My Favorite Meaning Keepsake" in the form of subtitles on TV, participate in the rules, and design details such as bars/counters, addresses and telephones around the advertisements.

China (3) in front of the counter in the store, he is in friendly consultation with the telephone customer or poster X box who has a consultant to do activities;

China (4) Please contact your local newspaper reporter, pay attention to good work activity reports, realize long-term brand promotion and promote long-term sales; .

Evaluation of Eight Control Activities in China

China 1. Good customer consultation and people who come to settle in Hong Kong, the number of activities, the number of purchases and the sales of participants are well documented;

China II. After the event, more data and media frequency will be used, and other agents will collect the feedback from the promotion headquarters and summarize the evaluation activities made by the jewelry brand planning department to join partners in order to provide better marketing services. .

China's Nine Operating Budgets

China 1, the prize fee of "XX jewelry-my favorite token of love" is 1888 yuan×1+888× 5+85×/kloc-0 = 7178 yuan;

China II. The publicity cost is about 3000 yuan;

China III. Total: 7178+3000 =10178 yuan.

Reference:/dreammoreno/blog/item/f29fce2f4d8b93457eea.htm.