Implementation scheme of marketing planning for chain supermarkets

Implementation scheme of marketing planning for chain supermarkets

In order to ensure the smooth development of things or work, it is often necessary to make plans in advance according to specific conditions. Planning is a detailed process to solve a problem or a project or a theme. So do you know how to write a standard plan? The following is the implementation plan of chain supermarket marketing planning I compiled for you, hoping to help you.

The implementation plan of chain supermarket marketing planning 1 1. Theme: Giving gifts to celebrate the National Day.

Two. Activity time: 20xx September 20th-June 7th 10.

III. Purpose of the activity

(1) Take the National Day as an opportunity, and plan a series of activities to further publicize the overall image of the enterprise and improve its visibility and reputation among customers and suppliers; (2) Stimulate consumer groups, attract target consumer groups and potential consumer groups, and maximize sales with the help of National Day promotion activities;

(3) Deepen mutual understanding and emotional communication between supermarkets and consumers;

(D) Expand the visibility of enterprises, and further establish the image of "caring for community residents" in supermarkets.

Four. Activity content

(1) Buy 99 yuan and send 30 yuan cash.

1. Activity time: September 20th-65438+1October 7th.

2. The content of the activity is to celebrate the arrival of the National Day and repay customers and friends. During the activity, anyone who buys clothes and shoes in the supermarket can return cash to 30 yuan when they are full of 99 yuan, and to 60 yuan when they are full of 198 yuan, and so on. Welcome customers and friends to come and buy. (Note: It's just the season change and National Day. When customers are depressed about choosing where to buy clothes, attract customers, prevent customer outflow, stimulate people flow and promote sales. * * * building a warm home "society.

3. Preventive measures

(1) The customer should keep the shopping receipt after purchasing the mobile goods, and collect the cash back at the main service desk with the shopping receipt.

(2) Only one shopping receipt can participate in the activity, and there cannot be more than one receipt.

(3) When customers receive cash, they can only receive it after the staff stamp "Cash Received".

(4) Cash back activities are limited to customers who spend during the activities, and the date of receipt printing shall prevail.

(2) National Day Carnival, xx gifts are sent to the National Day Carnival crazily, the carnival time is 1, and the activity time is September 20th-65438+1October 7th. 2. During the activity, the company promoted the manual in the fourth phase (time: September1May-June 15). Cut out the cash coupons, use one when shopping in our supermarket is over 100 yuan, directly deposit cash in 8 yuan, use two when shopping in 200 yuan, and so on. Cash coupons cannot be exchanged for cash.

Precautions:

(1) When customers use cash coupons, they should keep them intact. If they are damaged or blurred, they should not use them.

(2) Cash coupons are disposable, and the cash coupons need to be recovered by the staff at the time of consumption settlement.

(3) Customers use cash coupons for consumption, and only the cash portion will be returned when returning goods, and the cash coupons will not be returned.

(4) Cash coupons are not convertible without change.

(3) National Day Golden Week, exclusive to members, discount exhibition of tourism commodities, exclusive to members. Tourism commodity discount exhibition golden week 1. Activity time: September 20th-65438+1October 7th. 2. Customers who buy tourist goods during the activity can enjoy a minimum discount of 3% with their membership cards. During the activity, 30 kinds of special commodities, mainly outdoor snacks and skin care products, were displayed, which highlighted the advantages of national day tourism special commodities and promoted sales. The purchasing department and the department store department are responsible for the information and display of tourism commodities, and the promotion department is responsible for the on-site layout and on-site publicity.

Precautions:

(1) Members who purchase special products cannot use vouchers at the same time.

(2) Specials have been sold and will not be returned.

(4) Congratulations for the same age, and congratulations for gifts.

1, activity time: 10, 1-7.

2. Activity content During the activity, all customers aged 6 1 year who shop in this supermarket, regardless of the shopping amount, can get a beautiful gift at the main service desk with their ID cards. Each customer can only receive one copy during the activity.

3. Preventive measures

(1) Customers need to collect gifts with their ID cards, and the staff will register their ID numbers.

(2) Each customer can only participate in one activity during the activity.

(3) The final interpretation right of this activity belongs to xx Supermarket.

Chain supermarket marketing planning implementation plan II Activity time: 20 days before the Spring Festival and 15 days after the Spring Festival.

Venue: RT Mart Supermarket

Theme of the event: "Welcome to Spring, with red, white and yellow as the main color".

First, the activity strategy

Promotional goods:

Fresh: super food, delicious every day (cooked food, barbecue, hot pot dishes, vegetables)

Food: warm winter, you and I share (snacks, drinks, wine, milk)

Department store: I love my family and create a warm life (home department store, knitting, winter goods)

Daily chemical: winter is not afraid of dryness, and skin care (bathing, personal care and washing) is also good.

Second, advertising support.

1, DM poster:

① Specification: 16K 12P, quantity: 1 10,000 sheets.

②DM layout is divided into titles and points of commodity categories:

Cover (1P): Welcome the Spring, receive blessings. Gifts are flying all over the sky (especially shocking 2-5 items or secondary marketing activities). Fresh (2P): Super food, delicious every day (cooked food, barbecue, hot pot dishes, dishes).

Food (3P): In warm winter, you and I share (snacks, drinks, wine, milk).

Department Store (2P): I love my family and create a warm life (home department store, knitting, winter goods).

2. Theme design:

(1) Theme Poster Design

(2) Design of glass arch outside RT Mart store.

(3) The main map of the national flag is designed around the theme of the event;

(4) Poster scene design at elevator entrance and around elevator.

(5) Entrance design

(6) Stack head, booth and scene design are all designed around the theme.

(7) cashier design

(8) Others (such as decorative posters, decorations, etc. )

Third, the promotion plan

Activity 1: Save money by sending members during the Spring Festival.

Activity time: February 13 to February 23rd.

Activity content: During the activity, the purchasing department organized more than 20 kinds of necessities for people's livelihood during the Spring Festival, which must be shocking in value, such as traditional new year's goods, 5L edible oil, bagged rice, famous wine, gift boxes, meat, cooked food, fruits and vegetables, whole grains, daily washing products, shampoo and bath products, value-added household products, etc.

Note: it must be a necessity for people's livelihood in the New Year, and it must be very shocking. These projects are related to the success or failure of this year's Spring Festival sales, so we need to carefully consider these projects.

Activity 2: Double shopping points

Activity content: during the activity, members will enjoy double points (double) when they buy any new year goods in xx supermarket for over xx yuan; Note: This activity is applicable to supermarkets with membership card consumption points.

Activity 3, the big purchase prize for new year's goods is waiting for you.

Activity content: During the activity, after shopping in xx supermarket 168 yuan, you can directly exchange the shopping receipt for the lucky draw and participate in the lucky draw to receive super-value prizes; (first prize 1 person, 29-inch TV 1 station; Two second prizes and one microwave oven; 28 third prizes, 100 yuan shopping coupon; Fourth prize: 100, 50 yuan shopping volume; 1000 commemorative award, a calendar in 2007)

Note: Lottery prizes can be arranged separately, and some of them can be undertaken through negotiation with suppliers.

Activity 4, Spring Festival New Year Fair

The expenses and prizes of this activity are negotiated and provided by the procurement department, and may be required to be borne by the supplier.

1、

2. Buy (designate) new year's goods as gifts

A. During the activity, if you buy (designate) new year's goods at one time, you can get a gift (or others) from the service center with the cashier's receipt and xx yuan. Unlimited quantity, buy more and get more.

B. During the activity, if you buy new year's goods above 150 yuan, you will be given a bottle of red wine, which will increase by an integer multiple of 150 yuan. Buy more and send more, the quantity is limited, while stocks last!

Activity 5: New Year's Eve food expert

Activity time: February 20-February 23.

Activity content: What to eat on New Year's Eve?

During the event, the supermarket prepared a rich New Year's Eve dinner for you:

1, 3-8 kinds of cooked food with shocking prices, such as roast whole pig, roast chicken and roast duck.

2, all kinds of quick-frozen dumplings, dumplings buy xx yuan to send a small bag (200G) dumplings;

3, all kinds of dishes, aquatic products and other special sales.

Note: The above activities are limited to fresh supermarkets.

Fourth, the site layout:

(1) Off-site layout:

1. A huge holiday poster is hung on the outer wall of the supermarket (it can be made according to the size of the venue and hung at the door of the store). The contents of the publicity activities are: event theme +DM cover items (the cost can be supported by the manufacturer)+event text, and the municipal procedures for outdoor advertising approval are implemented by the administrative department;

2. Red lanterns for the Spring Festival are hung above the main entrance of each supermarket; (The specific quantity shall be reported by each supermarket)

3. Decorations related to the theme are pasted on the glass arch.

4. Let the muppets distribute posters and balloons outside the supermarket to attract more consumers.

5. Two large vacuum balloons.

(2), the venue layout:

1, indoors, flags are hung at the top, and suitable flags can be hung in different areas.

2. The elevator entrance can be properly decorated (note: it should be convenient for consumers to walk). Secondly, some posters can be posted on both sides of the elevator.

3. Because it is the Spring Festival, there are many gifts and promotional goods, so design the stakes and booths to be festive and clearly tell everyone the promotion methods.

4. Show New Year streets, hang labels, posters, colorful flags, balloons, small lanterns, etc. At the top of New Year's Street to set off the atmosphere of New Year's Street;

5. Some arrangements of on-site activities revolve around the theme of welcoming the Spring and welcoming the blessings.

6. Uninterrupted promotion and transmission of live broadcast and LED TV

7. Finally, the checkout counter is designed to be festive and prosperous according to the theme, so that consumers can feel the festive atmosphere when they leave.

8. Service desk design. Decorations related to the theme will be posted around the desk at the service desk, and small pendants will be hung at the top.

Chain supermarket marketing planning implementation plan 3 1. Activity Description: This plan will be launched around New Year's Day, Spring Festival, member's day and other major festivals. Through intensive commodity promotion, cultural marketing, customer participation in interactive activities, and media publicity inside and outside the store, the passenger flow and sales volume will be increased to ensure the monthly business target.

Second, the content of the activity

The first file: New Year's Day file

1, theme: 20xx new year's first gun

2. Time:

3. 1dm:8p 140 SKU with 48,000 copies.

Photographed on February 23rd, 65438+designed on February 24th-26th, finalized on February 27th, printed on February 28th-29th, and released on February 30th.

Main products: new year's goods, cleaning products and fresh food.

3.2 Dress up your new home to welcome the New Year

During the event, household cleaning products and New Year ornaments were displayed in a concentrated way.

Cleaning series: vacuum cleaner, broom, garbage bag, hairball brush, furniture care liquid, floor wax, laundry detergent, oil stain remover, etc.

New Year ornaments: the Year of the Loong toys, blessing stickers, paper-cuts, pendants, etc.

3.3 Pan Pan Concerto

During the activity, pots, bowls, dishes, plates, spoons, chopsticks and pots were displayed in a unified atmosphere.

3.4 Winter clothes of Qing Dynasty

In winter, all cotton-padded jackets, coats and thermal underwear will be sold out, with ultra-low discount.

The second document: member files

1, theme: big feedback from members at the end of the year

2. Time: June12-June 65438+1October 25th (*** 14 days).

3. 1dm:8p 140 SKU with 48,000 copies.

Photographed on February 23rd, 65438+designed on February 24th-26th, finalized on February 27th, printed on February 28th-29th, and released on February 30th.

Main products: new year's goods, cleaning products and fresh food.

3.2 member shock lottery

During the activity, all stores in xx supermarket can spend one-time single ticket in 68 yuan, and then draw a lottery by computer.

Single-person and single-person tickets are limited to one participation.

Single store reward setting

Grand prize: 2 people, each with an LCD TV;

First prize: 50 people, each with a rice cooker;

Second prize: 100 people, each with a collodion mop;

Third prize: 3000 people, one souvenir for each prize.

3.3 Thanksgiving1.16/17/18 (23/24/25) Members' year-end big feedback.

During the activity, various stores in xx supermarket simultaneously launched all kinds of products with members copying the reserve price, which turned over the audience and detonated the whole city! The big discount once a year is only for three days. You will regret not coming! Thank you for your support and love over the past year.

Third gear: Spring Festival gear

1, theme: Golden Sheep enjoys xxx every year.

2. Time: 65438+1October 26th-February18th (***24 days).

3.1DM: 24p with 480 SKUs and SKU48000 SKUs.

Photographed on February 29th, 65438+designed on February 30th-65438+1October 3rd,1finalized on October 4th,1printed on October 5th-8th,1distributed on October 9th-10.

Main products: New Year gift box, New Year's Eve dinner supplies, new year's goods.

4. New Year Gift Street

Group buying is the happiest, come to xxx.

Boutique new year's goods, the most affordable,

Chain supermarket marketing planning implementation plan 4 activities:

First, take a deep breath of seawater.

During the period from April 28th to May 7th, customers who have been shopping all over 300 yuan in various branches of a supermarket can take a lucky four-day tour of Hainan and go to the ends of the earth in Hainan to feel the "taste of the sea".

Two grand prizes (5 stores *** 10) and four-day tour places in Hainan 1 person.

3 first prizes (5 stores *** 15), each prize 1 vacuum cleaner.

Second prize 10 (5 stores * * *, 50), one Nippon rice cooker for each prize.

Encourage 100 people (500 in 5 stores * * *) to win a roll of Kodak film.

Second, it's your decision to discount clothes.

From April 27th to May 26th, customers bought men's wear, women's wear, pajamas, etc. in a supermarket, and they could enjoy multiple cash discounts by turning the wheel of fortune with computer receipts.

During the event, there will be fashion shows and clothing snap-ups.

Clothing snap-up activities twice a day, with a minimum discount of 20%.

3. Mayday surprise trio

Ensemble: the lowest in the city (the prices of various commodities are the lowest in the city, extremely cheap)

Duet: 200,000 points card customers' "May Day" big feedback

During the period from April 28th to May 9th, all customers with points cards can buy designated goods at special prices in the supermarket.

Trio: Happy shopping. I'm lucky to have you.

May1-May 7, all customers who have shopped all over 30 yuan in a supermarket can participate in on-site activities, with rich prizes and never fail. The prizes are: exquisite carton paper, 1 kg rice and 500ml edible blending oil. Writing template

Four, the supermarket's "May Day" special goods: During the May Day period, a supermarket * * * launched nearly a thousand kinds of "special goods", including daily necessities, food, electrical appliances, clothing, fresh food and other goods (the price of special goods is specifically formulated). (The final interpretation right of this activity belongs to a supermarket. )

Chain supermarket marketing planning implementation plan 5 activities:

(1) 30% off new clothes, bedding and luggage.

During the activity, if a single store buys new products such as clothes, bedding, bags and so on on the same day, in principle, it needs a wider range of participating brands, at least the same brand of five stores in Jinan should ensure the same strength.

(Except supermarkets and special-price brands, during the activity, members will only earn points without discount. )

(2) Go shopping and enjoy unexpected surprises-"National Day shopping is free."

Time: 20xx65438+1October 1-7.

Customers who shop all over 300 yuan in a single store on the same day can participate in the lucky draw with the purchase invoice, and have the opportunity to get a full and half refund of the tickets.

Operating rules:

Each store has a lottery box containing 20 ping-pong balls (including 1 full court, 2 half-court games, 17 commemorative prize, supermarket products can be selected), and the staff need to stamp "L" on the invoices of customers participating in the activities to draw the lottery immediately.

(3) National Day fun, shopping to send Ankang

The purpose of this activity is to highlight the importance of insurance after 7. 18 rainstorm. By giving personal accident insurance, it will show that a shopping mall is people-oriented and cares about customers, which will play a positive role in establishing the image of caring about customers' health. Because the National Day theme promotion has been launched with a 30% discount on the whole audience, in order to control the cost, this activity adopts the way of adding activities to the main activity and purchasing, which weakens the business atmosphere, highlights the marketing idea of sending a shopping mall in Ankang, and can attract customers' attention.

During the activity, customers who spend more than 1000 yuan (including supermarkets) in a single store on that day can add a certain amount of cash to apply for an "insurance card" at the service desks of various shopkeepers, with 500 cards per store every day. Insurance card settings are as follows:

Series A: 5 yuan can get accident insurance in 200 yuan (cost 15 yuan).

B 1 Series: Add 10 yuan to give an accident insurance with the insured amount of 63,020 yuan (at the expense of 30 yuan).

B2 series: add 10 yuan, and get the traffic accident insurance with the insured amount of 28 1000 yuan (at the expense of 30 yuan).

C 1 series: 20 yuan donated accident insurance with the insured amount of 155030 yuan.

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