Please give me a plan to open a supermarket

Small supermarket planning plan

I have been looking for a supermarket planning plan of about 25 square meters. This plan is 1500 square meters VS 9000 square meters. It may be a bit big for you, but you can learn from it. There should be some general points to learn from other people's successful experiences. This can be summarized for a supermarket planning plan of about 25 square meters.

Fumanjia Supermarket is a medium-sized supermarket with an operating area of ??1,500 square meters. It mainly sells daily chemical products and food. At the beginning of its construction, Fumanjia was operating prosperously without any pressure from competitors. But since 2005, a large-scale H supermarket with an area of ??9,000 square meters has opened 2 kilometers away from Fumanjia. From then on, the life of Fumanjia became more and more difficult day by day.

Under the recommendation of a friend, the author got to know Fumanjia’s boss Jiang, and promised to plan a full revival plan for him to help Fumanjia get out of the sales winter.

1. Preliminary market survey to explore differences in strength

Fumanjia was established in 2003 and is surrounded by four large residential areas. The total population of the four communities is about 8,000 people. . It can be said that the success of Fumanjia at the beginning of its establishment lies in its superior geographical location. In the absence of competitors, Fumanjia can still maintain good operations even though various indicators of Fumanjia have flaws to varying degrees. situation. However, the emergence of H Supermarket shattered Boss Jiang's dream. The killing radius of a large supermarket with an operating area of ??more than 5,000 square meters is about 5 kilometers. If the small and medium-sized supermarkets in the business district do not have independent selling points and reputation, then, Destruction will be a matter of time.

In order to find out the current opinions of surrounding residents on Fumanjia, the author conducted a systematic survey on Fumanjia, H Supermarket and residents of various communities. The comparison of the advantages and disadvantages between Fumanjia and H Supermarket is as follows:

From the above table, it is not difficult to see that except for Fumanjia’s slight advantage in “average waiting time at the checkout counter”, Fumanjia is at a disadvantage in all other aspects. . Seeing this, some people may say, why do we need to make such a comparison between large supermarkets and small and medium-sized supermarkets? The positioning itself is different and they are not on the same level. What is the reference value for comparison? Not really. The following is a brief introduction to the necessity of comparative research:

1. In the huge business district of H Supermarket, there are only two supermarkets of a certain size, and the only reference is the other;

2. In addition to inquiring about the situation of Fumanjia, find out the shortcomings of H Supermarket to facilitate the formation of differentiated operations;

3. Find breakthroughs in market research, collect hundreds of opinions, and solicit local residents Opinion.

A 1,500-square-meter store beats a 9,000-square-meter store. This is just a bold idea!

2. A breakthrough in the secondary market survey emerged

The author conducted the second market survey from the perspective of an H supermarket operator. After many inquiries and systematic investigations, the author finally smiled...

First, from the perspective of the business district, this place is located on the outskirts of the city, and the transportation is very inconvenient. Apart from these 4 stores within 10 kilometers nearby, There are no densely populated areas outside the residential area. At the same time, the building structure of H supermarket is very unreasonable, and there is no parking lot in front of the door or underground! In other words, without the support of car owners, the purchasing power of these 8,000 people is simply not enough to bear the huge operating expenses of H Supermarket.

Second, the owner of H Supermarket is the head of a village in the suburbs of the city. In recent years, he started his business by selling land. Now, after having a certain amount of savings, this person blindly started the diversification process. However, without the help of professional planning and retail personnel, H Supermarket’s location selection and operation were compared to the domestic excellent KA (KA, the abbreviation of KeyAccount in English, KA The Chinese meaning of "KA" means key customers. For enterprises, KA stores refer to large terminals in three aspects: business area, passenger flow and development potential. There are many differences. (See the questionnaire in Section 1 for details)

Third, H Supermarket is a single-store operation and does not have the intensive purchasing advantages of retail giants such as Carrefour, Lianhua, and Family World, so it has an advantage in terms of selling prices. not much.

Fourth, H Supermarket is limited by its large scale and limited personnel quality, so its operations lack flexibility, and its rigid model makes it impossible to achieve refined marketing.

Fifth, the daily passenger flow of only 600 people makes the delivery speed slow. Various fresh products lack quality assurance, and many foods are approaching their shelf life.

Sixth, due to the daily passenger flow, H Supermarket only opens three checkout counters every day, and the slow checkout speed makes waiting people complain. In addition, H Supermarket has no sense of modern service, resulting in customers constantly complaining after purchasing goods, and its reputation is generally low.

3. Turn the ship around to maneuver against rigidity

After a detailed summary of the above information, the author formulated a counter-offensive strategy for Boss Jiang - not seeking quick victory, but only seeking "consumption" "Win."

1. Design a simple VI, and renovate Fumanjia according to the VI, including the front door and the interior.

Analysis: VI is an enterprise's visual identity system. After the introduction of VI, all images inside and outside the store can be consistent, making the corporate brand concept deeply rooted in the hearts of the people.

2. Repair and paint the original shelves to make them look brand new.

Analysis: Due to the shortage of funds, the original shelves have not been updated, but through simple repairs and painting, they can be renewed and give people a bright feeling.

3. Fire most of the past employees and recruit new ones. Applicants must be residents of the four nearby communities.

Analysis: Select local residents as tally clerks to improve sales affinity.

4. Add a fresh food area:

A. Customize delicious box-style fast food based on the best-selling dishes of local restaurants, and provide door-to-door service;

B. Open a fresh meat department and a vegetable department to purchase cold fresh meat and seasonal vegetables;

C. Add four freezers, in addition to adding the Simeng hot-boiled mutton that is popular among local people It also sells a variety of ice products and provides wholesale services.

Analysis: A. It can attract young people. At the same time, the fast food customized after inspection tastes good and can form repeat customers; B. Since Fumanjia purchases a small amount, it can ensure the freshness of fresh meat and vegetables. degree, so that customers can eat with confidence; C After investigation, we learned that local people like hotpot mutton the most, and they also like Simeng hotpot mutton. In addition, young people and children are very fond of ice products, but since H Supermarket does not provide wholesale services, they cannot purchase in large quantities, which is very inconvenient. Fumanjia does what H Supermarket doesn't do, but a small investment can win Fumanjia the favor of many customers. Since the area of ????the entire Fumanjia is not as large as the fresh food section of H Supermarket, the only way to win is to highlight the characteristics of Fumanjia and avoid head-on confrontation.

5. Get in touch with the bank and install an ATM two meters away from the store entrance.

Analysis: First, it provides convenience for customers who do not have any money with them. Second, some residents who only come to withdraw money are likely to enter the store after withdrawing money and make random purchases.

6. Reach a cooperation agreement with the liquefied gas station in the area to make Fumanjia a branch sales point of the liquefied gas station; open an ultra-low-price IP telephone room; and add a mobile phone recharge station.

Analysis: After changes made after market research, after Fumanjia provides these three services, firstly, it can provide convenient services to nearby residents, secondly, it can earn small profits, and thirdly, it can Attract popularity and form random sales.

4. Systematic training improves team combat effectiveness

The investigation showed that Fumanjia’s past services were very inadequate. Interestingly, the lack of quality service is also a major drawback of H Supermarket. In order to seize this precious opportunity to surpass H Supermarket, the author specially conducted systematic training for new employees, including marketing skills, basic knowledge of tallying, service skills, work vitality development and other projects.

On the other hand, shop assistants who are composed of community residents do have good affinity, but affinity alone cannot fully mobilize the enthusiasm of employees. To this end, a set of performance appraisal regulations have been formulated based on the supermarket situation, among which the regulations The company clearly stipulates employees' personal commissions, so that each employee can have a strong desire to sell and improve the combat effectiveness of the entire team.

5. Launch the first round of publicity and grand opening promotion promotion

In order to fight the revival battle cleanly and beautifully, Fumanjia designed a beautiful direct-projection poster and printed 3,000 The portions are distributed to each family by each employee. The author also put a lot of thought into the selection of promotional items.

1. Free trial of fast food box lunches, limited to the first 36 people per day within three days of opening;

2. Ximeng hotpot mutton and various ice products are on sale at purchased prices;

p>

3. ***30 products of various types of beverages, food, and daily chemical products are sold at promotional prices;

4. Within one week after opening, domestic long-distance calls only cost 0.20 yuan/minute , local calls charge 0.15 yuan/minute;

5. Within three days after opening, liquefied gas will be sold at the purchase price;

6. Shoppers with this poster can become Fuman Family members can use their membership cards to earn points when making secondary purchases. Exquisite gifts will be given out when points at different levels are reached.

Analysis: Posters are commonly used promotional materials in retail stores. However, when Fumanjia distributes posters, the effect is doubled. First, every employee of Fumanjia is a resident of four communities. Through convenient neighborhood relationships, they can personally distribute posters to every customer; secondly, in order to ensure To achieve the effect of the distribution, the author specifically asked each employee to sign the flyers he distributed. 3% of the profit from any customer who purchases non-promotional products with the signed poster belongs to the signed employee. This policy greatly increased the enthusiasm of employees to distribute posters. According to subsequent statistics, the hit rate of this poster distribution was as high as 87!

In terms of selecting promotional products, the author also spent a lot of effort. On the one hand, I selected 30 hot-selling products, and on the other hand, I conducted experiments on Ximeng hotpot mutton, ice product promotions, and fast food. Food, low-cost long-distance calls and other methods clearly informed customers of Fumanjia's new service business and promoted it concisely.

6. Effect Evaluation and Case Summary

On the day of resumption of business, the sales situation reached an uncontrollable situation. When the author arrived at Fumanjia at 7 o'clock, nearly 200 people were already waiting in front of the door. A customer. At that time, the author was worried whether these crazy customers would squeeze through the store door. At 11 o'clock in the morning, Boss Jiang was already very busy. He continued to adjust goods but still could not satisfy the continuous influx of customers... On the contrary, there was H Supermarket. On the day Fumanjia resumed business, only 23 customers visited H Supermarket. There is no more tragic scene than this.

Before leaving, the author left two tips for Boss Jiang - first, keep selecting 3 hot-selling products for promotion every day; second, carry out two large-scale promotions every month, and Poster design and distribution are done the same way as in the past. Sure enough, half a year later, H Supermarket disappeared like a gust of wind.

The success of this case lies in two aspects: the first is the blind investment by the owner of H Supermarket without strategic vision, and the second is the author's original marketing theory-"Counterpoint Marketing" played out in actual combat of great effect. The so-called counterpoint marketing refers to a marketing model that conducts both positive and negative market research and then combines its own original planning capabilities with consumer needs to form a positive response, ultimately allowing all self-control resources to fully release their energy, thereby improving the overall combat effectiveness. In this case, the author conducted a systematic analysis of the advantages and disadvantages of both parties through two market surveys, and adopted a large number of suggestions from consumers in the market survey, and then introduced unique strategies for each link, so that the entire marketing process was completed in one go. A perfect match between a 1,500-square-meter store and a 9,000-square-meter store.

Attached:

Supermarket marketing plan

Activity ideas: As a retail industry in the supermarket, low prices are the way to attract customers. However, as society development, improvement of consumer quality, and service are the keys to attracting customers. Based on the principle of "20% of customers create 80% of sales", the purpose of organizing the "Good Neighbors, Good Partners" activity is to cultivate loyal customers, improve customer loyalty, increase corporate affinity, and establish an excellent corporate image.

Purpose of the event: Cultivate loyal customers, improve customer loyalty, increase store sales, increase corporate efforts, and establish a good corporate image.

Activity theme: Good neighbor, good partner

Activity time:...

Activity arrangement: (I think this should be considered appropriately for a supermarket of about 25 square meters Processing) A. "We will help you deliver oil, salt, firewood, rice, sauce, vinegar and tea to your home" activity (see attachment 1) B. "The most loyal customer" activity (see attachment 2) C. "The most satisfying gift" activity (see attachment 3 )

Attachment 1: We will help you deliver oil, salt, firewood, rice, sauce, vinegar and tea to your home. This is a long-term activity, mainly based on door-to-door service. During the event, KT boards were used in each store to produce advertising slogans with the slogan "You, salt, firewood, rice, sauce, vinegar and tea, we will deliver it to your home", which mainly served to deepen and consolidate the campaign. Suggestion: Each supermarket store should set up a customer service department; the customer service center is mainly composed of loss prevention members. If a customer needs help, he or she can directly request the customer service center; (the requirement must be no more than 1 kilometer away from my supermarket)

Attachment 2: "The Most Satisfactory Gift" Activity The "Most Satisfactory Gift" activity is mainly based on customers' accumulation of shopping. As long as the customer reaches a certain amount of shopping during the activity, our supermarket will give away a warm daily necessities for the family. Requirements: Customers who meet the following shopping standards only need to fill in their name, contact number, and home address (correspondence address) on the "Most Loyal Customers" form to receive gifts in our supermarket. After the event, each store must submit the "most loyal customers" form to the operations department. During the event (March 22, 2003 to April and 20, 2003), those who purchase over 120 yuan in one week will receive a bag of refined iodized salt, and those who spend over 280 yuan in every two weeks will receive a bag of Tide washing powder every three weeks. Those who make a purchase of 380 yuan or more will receive a bottle of Jiajia soy sauce. Those who make a purchase of 580 yuan or more in a month will receive an additional 5 yuan to receive a 200ml bottle of Rejoice shampoo. And is the "most loyal customer" of Century Hailian Supermarket.

Through this activity, we can not only obtain promotional effects but also conduct a thorough survey on the loyal customers of my supermarket. With this customer survey report, you can communicate with customers for a long time (such as calling customers to greet customers during the New Year and holidays, or making warm cards from time to time and sending them to customers), which can stabilize customers' loyalty to the supermarket and cultivate a large number of stable consumers. It can not only improve the visibility of the company, but also have a great impact on the development of supermarkets.

Gift redemption dates: Week 1: March 29 Week 2: April 6 Week 3: April 12 Week 4: April 20 Please see the store poster for details

p>

Attachment 3: The "Most Loyal Customer" activity cultivates the most loyal customers. Customers must have a high degree of trust in our supermarket and be willing to shop in our supermarket. The purpose of using the "Most Loyal Customer Card" is to capture customers' return rates and cultivate a stable group of consumers. Those who accumulate 500 yuan in shopping this month can get a 200ml bottle of Rejoice shampoo with an additional 5 yuan. Become the most loyal customer of our supermarket and you will get a "Most Loyal Customer" card.

The most loyal customers will participate in the "Loyal Customers Association" themed PARTY on April 27, 2003. We will listen to your valuable opinions and suggestions in order to provide you with better services. On-site draws will be held (5 will be drawn from them, with a prize value of about 100 Gifts) Wonderful gifts (all loyal customers who participate in the sorority will receive gifts worth about 20 yuan)

Cost budget: 1. "Good Neighbors, Good Partners" event news 30000X0.12=3600 yuan2 , 5000 bags of refined iodized salt in 9 stores: 5000×0.83=4150 yuan 3. 500 bottles of Jiajia soy sauce in 9 stores: 500×4.1=2050 yuan 4. 1000 bags of Tide washing powder in 9 stores: 1000×2.3 =2300 yuan 5. 200 bottles of 200ML Yaorou shampoo in 9 stores: 200×(12.3-5)=1460 yuan Total: 13560 yuan , self-purchase 1/2) 6. Loyal customer prizes: 500 yuan 7. Loyal customer gifts: 200×20=4,000 yuan 8. The total cost of POP advertising of more than 500 yuan in each store: 11,280 yuan