Promotion plan book scheme

The marketing plan is an integrated planning document for all kinds of promotional activities before the sales of products or services, in order to make the sales reach the expected goals. When writing a promotion plan. We must analyze and forecast the market, and we can't just talk about the advantages of the market and ignore the consideration and analysis of the disadvantages. Now, let's take a look at the following two books about promotional activities!

national day promotion plan

1. purpose of the activity:

in order to seize the favorable opportunity of the 7-day national day holiday, the following plan is formulated to drive the passenger flow with strong promotion activities, expand the popularity and market share of Fucheng department store, make the peak season sales have a good start and lay the foundation for the completion of the annual task.

Second, the theme of the event:

National Day Festival, meeting each other and getting rich, with constant surprises

Third, the event time

Special offer time for supermarkets on the first floor and washing supermarkets on the first floor: October 1-7

Discount time for wearable goods above the second floor: September 28-October 7.

every day, the prices of ultra-low-priced goods are marked by pop in front of the mall, and a signboard is set on the first floor to inform customers of the specific contents.

2. Special price tide of washing and chemical products

Person in charge:

It is mainly in the form of buying gifts, and it is displayed in front of the door with commodity legends, indicating the original price and special price. Merchants bear the expenses

3. Discount promotion of wearable goods:

Person in charge: managers of all floors

Specific contents:

1. Activity time: September 28th-October 7th

2. 13 points will be deducted when the merchants participating in the activity settle accounts, excluding tax. Specific goods and discount range: 5-5.5 fold for shoes and hats, 5.8 fold for luggage, 5.5 fold for men's wear on the second and third floors, 6.5 fold for casual wear on the third floor, 6 fold for women's wear on the fourth floor and 6.5 fold for knitting on the fifth floor.

3. merchants who do not participate in this activity will be deducted by 3 points on the basis of the original deduction points.

4. The merchants with 1% advertising fee in the original contract will not be deducted.

5. Each floor is required to report the participation and non-participation of specific merchants to the business department before 26th.

4. Looking for lucky customers: your luck, my happiness

Responsible department: business department, gift provision: detergent supermarket, supermarket on the first floor

Gift delivery is divided into three periods: 11: -1: , 3: -5: and 7: -. Limited documents include: ID card, registered permanent residence, police officer's card and sergeant's card

If it is a customer born in October, it will be a gift worth 2 yuan.

if it is a customer born on October 1st, give a gift worth 5 yuan.

if a customer born in 49 years gives a voucher worth 3 yuan.

If the customer's name includes the word "National Day", give a voucher worth 5 yuan.

If the customer was born on October 1st, 1949, and his name includes the word "National Day", he will give a voucher worth 1 yuan. Limited to one person per day

5. Activities in front of the store:

Before 1 and 26, all departments should report the details of the promotional activities of the manufacturers, so that the planning department can make unified arrangements and ensure that there are promotional activities in front of the store every day, so as to create an atmosphere and promote popularity.

2. It is suggested to hold one or two clothing exhibitions, mainly men's and women's clothing or thermal underwear in autumn and winter. The detailed program flow sheet is attached.

3. On the morning of October 1st, a grand flag-raising ceremony was held. All employees in the early shift must attend, and arrive at their posts on time at 9: 3. At 9: 45, all departments organized employees to team up in front of the gate to attend the flag-raising ceremony, which was specifically responsible by the security department.

VI. Carry out the evaluation of the mobile red flag of excellent service with the theme of "sending warmth and offering true feelings"

Mainly take the standing posture, fixing posts, positioning and three-tone service as the breakthrough point, and greet "Hello, welcome to Fucheng Department Store!" Send a message "Welcome to visit next time", and the specific plan will be issued after being formulated by the business department.

VII. Media placement

Metropolis Daily on September 26th: 6,5 yuan for a quarter black-and-white edition

Front page of the evening paper on September 3th: about 5,25 yuan for a half color edition

It is suggested that the advertising time span should be increased accordingly.

VIII. Decorative layout of the store

1. Outside the store:

A huge cloth label of 2m*1m is about 18 yuan

A large-scale spray painting of 3.6m*2.4m13 yuan

There are 4 lanterns hanging at the door, with the content of "long live the motherland or Celebrating the National Day", and

1 cloth label, with the content mainly celebrating the National Day.

arches, balloons and performances are provided by merchants.

2. In-store:

1 Balloon colorful chain weaving is the main part in the lobby. Cost: about 3, yuan

2 Due to the layout adjustment, the washing and chemical industry moved to the first floor and the fifth floor to add a cloth business project. The existing content of the shopping guide sign on the first floor does not match the actual situation. In order to facilitate customers' shopping, we now apply for replacing the guide sign on the first floor and the water sign on the fifth floor. Cost: 5 yuan

3 "Large Supermarket" brand was replaced, and the washing was moved to the first floor due to foaming, deformation and layout adjustment. Specification: 6.6m*1.8m Cost: 19 yuan

4. Ink painting with discount range of corresponding products is hung in the lobby of each floor.

Cost: 4 35 yuan can be used for a long time

IX. Cost budget:

1. Huge cloth label: 1,8 yuan including production and release fee

2. Floor spray-painted 35 yuan

3. Large-scale spray-painted 13 yuan

4. Balloon color chain: 3, yuan

5. Fashion show: 4, yuan < Media: 2, yuan

Half-color edition of evening paper on September 3th: 6,5 yuan

1/4 black-and-white edition of metropolis daily on September 27th: 2,75 yuan

Considering that major newspapers will be closed from October 1st to October 7th, it is suggested to roll through radio station 974 or 929 from September 27th to October 7th, so as not to stop advertising and even affect sales. 15, yuan for 15 days, 2 times a day

7. Supermarket advertising picture: 19 yuan

May Day commodity promotion planning scheme

First, the main consumer groups of May Day

1. Wedding consumption wedding banquet wine and drinks, candy and roasted seeds and nuts, bedding and kitchen utensils

2. Long holiday travel consumption luggage, photographic equipment and travel supplies

. Leisure food, outdoor products, sporting goods, gardening products

4. Family seasonal consumption: cool home textiles in summer, warm home textiles in summer, sunscreen cosmetics in summer, cool home appliances in summer, moth-proof clothing collection, rain gear, condiments

5. Welfare consumption: group welfare consumption of summer summer products

Our promotion should always focus on a concept, "Promotion is not only to sell us. Based on this, we should tap the potential of suppliers and reasonably organize the corresponding promotional commodity groups according to the needs of major consumer groups in May Day.

Second, determine the promotion time of goods:

Compared with other major festivals, the consumption scale of May Day is small and the demand for goods is narrow, so the promotion period of May Day is not too long. We suggest that it be between 8 and 12 days. Considering that some customers travel on May Day and the time it takes for information to reach customers, the promotion period should be arranged from April 28th to May 8th.

Third, determine the promotional items:

The basic demand of customers is to buy goods with appropriate prices, so whether the items and prices of promotional items are attractive will affect the success or failure of promotional activities. Generally speaking, there are four choices for promotional goods:

1. Seasonal goods

2. Sensitive goods: Sensitive goods are generally necessities, and the market price changes greatly and consumers can easily feel the price changes, such as eggs and rice. Choose this kind of goods as promotional goods, the price may be slightly lower than the market price, which can effectively attract more customers

3. Popular intellectual goods: Popular intellectual goods generally refer to goods with high brand awareness, which can be seen everywhere in the market and can be easily replaced. Choosing this kind of goods as promotional goods can often get strong support from suppliers, and the promotional activities of stores are combined with the extensive publicity of mass media, such as cosmetics, health products, drinks, beer and children's food.

4. Special goods: mainly refers to the goods that supermarkets develop and use their own brands and are incomparable in the market. The promotion activities of such goods should mainly reflect the particularity of the goods, and the price should not be set too low, but attention should be paid to the consistency of price and quality.

No matter what kind of products you choose as promotional items, you should keep in mind two basic points: first, choose the products that consumers really need; Second, it can add practical benefits to consumers.

iv. determining the promotion theme and main product groups

the promotion theme is the focus of supermarket's appeal to customers and the main tool to arouse customers' consumption psychology. There are several main themes of May Day promotion. First, the low-cost image appeal with the theme of rewarding guests and making profits; The second is the demand for new product promotion with seasonal shopping as the main topic; The third is the promotion appeal with the main form of promotion activities as the theme. The slogan of the purpose of the appeal constitutes the promotion theme in the promotion advertisement. The fourth is to take long vacation leisure shopping as the theme; The fifth is the theme of spring tour and tourism. For example,

On May 1 ST, guests were surprised to buy dozens of famous and famous commodities at a sharp price cut, mainly household consumer goods

Labor was glorious and low, and dozens of famous and famous commodities were greatly reduced. Give priority to household consumer goods

Enjoy a long holiday and mobilize travel supplies, drinks, snack foods at low prices, that is, food specials

Cool home textiles, home appliances, sunscreen cosmetics and drinks in summer

Happy to celebrate May Day, cool home textiles, home appliances, cosmetics and drinks in summer,

May Day, go shopping, win prizes and sell them. Scratch cards, etc.

If you have fun shopping, then take the game for interactive promotion. Large-scale tasting and gift-giving activities

V. Determine the promotion methods:

Promotion methods

From the perspective of marketing, there are five kinds of promotion methods: personnel promotion, advertising promotion, special promotion, public * * relationship promotion and corporate image promotion:

1. Personnel promotion: personnel promotion. Personnel promotion is characterized by two-way communication between salesmen and customers, and its promotion effect is closely related to the sales promotion skills of sales promoters. For supermarkets that implement open-shelf sales, clerks generally don't have to take the initiative to promote personnel, which will affect customers' independent purchase. However, shop assistants must also provide necessary help and guidance to customers and have friendly conversations with customers appropriately, that is, they are required to achieve the purpose of promotion by means of service and communication.

2. advertising promotion: advertising promotion is a direct promotion method that uses various advertising media to convey consumption information to consumers to promote sales. The characteristics of advertising promotion: enterprises unilaterally transmit information to consumers, which belongs to one-way communication, so it is called "pull" strategy. Advertising media include: TV, radio, newspapers and magazines; Signboard; Kanban; Road sign; Poster; Means of transportation; Lighting; Window; Packaging; In-store POP; Oral publicity or in-store broadcast; Demonstration; Visual curtain wall; Computer network; Red cloth strip; Leaflets; Poster; DM, etc.

Four major advertising media can be considered for larger supermarket chains, but for smaller supermarket chains, the most commonly used advertising media are: leaflets, signboards, billboards, lights, posters, red strips, etc. Divided by promotion theme:

① The commonly used media for opening promotion are: newspapers, leaflets, radio stations, vehicles, outdoor red cloth strips, posters, POP, in-store broadcasts and press releases

② The commonly used media for anniversary promotion are: newspapers, leaflets, DM, posters, red cloth strips, POP, in-store broadcasts

③ The commonly used media for routine promotion.

3. Sales promotion, also known as business promotion.

is an auxiliary and temporary promotion method that directly uses benefits to * * * consume demand.

features: quick results but improper use will also have negative effects, which will make customers doubt the authenticity of the quality and price of goods and degrade the value of goods.

VI. Determine the form of promotional activities:

1. Buy and give away a gift of ××× items for a single purchase

2. Interactive prize-winning games can participate in games for a single purchase of ××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××