promotion planning

Select 6 typical articles about the promotion plan.

Promotion planning article 1 I. Promotion time

* * * Seven days (20th to 26th)

Second, the theme of the event

Return the goods at half price to welcome the new year.

III. Contents of activities

(1) Main activities: welcome the new year at half price.

1, half-price refund for one day within 7 days: that is, one day is randomly selected from 7 days, and 50% of the shopping receipts are returned to all customers who shop on that day, and returned in the form of coupons;

2. The maximum refund amount for a single shopping receipt shall not exceed 5,000 yuan;

3. On the first day of the first month, the notary will randomly select one of the seven days, or it will be determined by the shopping mall (you can choose the day with the lowest turnover);

4.65438 From June 26th to February 5th, 50% of the shopping vouchers can be obtained on the spot by drawing shopping receipts from China and Japan.

5. Shopping vouchers must be consumed before February 15, and will be invalid after expiration;

6, except for household appliances, telecommunications and other commodities (clearly indicated in the mall poster);

(2) Feasibility:

One day in seven days will return to 100%, which is equivalent to 8. 40% off; 50% return, equivalent to 9. 30% off plus the use of coupons for re-consumption, so the actual cost is actually very low.

(3) Auxiliary activities

1, sale for men and women;

2, children's shopping malls to send books;

3. Promotional activities of the factory.

Fourth, promotion activities.

1, newspaper advertisement:

2. Radio advertisements:

3. Activity banner

4, the scene lighting

Five, the cost budget (omitted)

Article 2 of the promotion plan 1: direct discount

Can quickly boost sales in a short time, get quick results, increase consumer purchases, and have the greatest impact and temptation on consumers. Brand direct discount is the most common and effective promotion strategy in promotion.

Therefore, in such a big environment, commodity discount is the most direct method, which is the most acceptable method for consumers. The disadvantage is that it can't solve the fundamental marketing dilemma and can only bring short-term sales promotion.

Can't solve the deep-seated problems of marketing; At the same time, the decline in product prices will lead to a decline in corporate profits. Moreover, once the product declines, it is unlikely to return to the level where it was not discounted before. Arbitrary discounts will hurt consumers' loyalty to the brand.

Two: promotion in different places

The promotion in different places mainly attracts popularity through the flow of foreign personnel and specialty products, and can also bring customers to the store to promote other products, killing two birds with one stone. If the space in front of the store is large and the flow of people is good, you can use the promotion outside the store, and the effect is good. It needs a lot of floats to form a momentum, and there should be attractive content around the floats to make posters.

If there is a relationship, you can also contact the mall to make a special promotion at the door, which is better and has a large flow of people. If possible, it is best to use a large awning, which can not only shade the sun, but also prevent rain. Also pay attention to the relationship with the urban management, get approval, and avoid unnecessary trouble.

Three: new product promotion

It is common to promote new products in underwear stores as soon as they are on the market. They mainly want to attract more customers in the peak season to increase the number of old customers. Most of them are in new brand stores. Generally, the promotion of new products is mainly to give small gifts, rather than direct discounts on new products.

Four: Festival promotion

There are many festivals in China, which is a good reason to promote sales, such as New Year's Day, Valentine's Day, Women's Day on March 8th, National Day, Mother's Day, Teacher's Day, Dragon Boat Festival, Spring Festival, New Year's Day and so on. These are all traditional festivals in China. Because the consumption power surged during this period, it was the golden age of underwear sales, so every store wanted to seize this opportunity and seize the market. The competition pattern is diverse, and discounts can also be used as gifts. It is best to match the promotion, the banner at the door is more conspicuous, and the effect will be better with the promotion information of members.

Five: theme promotion

Theme promotion is to create a theme, and then launch promotional activities around the theme to make consumers feel that this is worthy of the name. Such as store celebrations, facade decoration, factory celebrations, holidays, etc. Everything happens for a reason, especially promotion, shady promotion can't arouse customers' sense of identity. There is a good saying, "there is no reason to create a reason to promote sales."

It means that two or more brands or companies cooperate to carry out promotional activities, generally between two well-known brands, emphasizing the combination of strong and strong to achieve a win-win goal. Basically, it is difficult for two unequal brands to jointly promote.

Six: joint promotion

Clothing stores can promote sales together with cosmetics, beauty salons and women's clothing stores. This interactive promotion method can effectively integrate the resources of the two brands, concentrate their advantages, make the promotion activities bigger and better, and save the funds of both parties to a certain extent. It is a good way.

However, it should also be noted that the choice of partners must be product-related. In addition, when exchanging gifts, both parties should pay attention to the conversion of equivalent amount and the promotion activities held on the principle of cost sharing.

Seven: coupons

Coupon promotion can be done not only on holidays, but also on weekdays.

This is also a way to complete consumer competition in advance. If there is consumption, she may come directly to your store, which is a blow to her competitors. You can print one coupon, twelve coupons, and set your own discount, but don't hurt the feelings of members. For example, if a coupon is given a 7.5% discount, members can only get a 8.5% discount, so it won't work.

Can be distributed to relevant units, but also can cooperate with other stores for promotion. It is best to deliver it at the designated point, not on the street casually, which will make customers pay less attention.

Eight: buy and give

From the perspective of maintaining image, buying gifts is more decent, and giving gifts can create product differentiation, which is a conventional means of promotion. The specific method is to buy the goods in full and give the corresponding items to increase sales.

When choosing gifts, we should consider the preferences of this consumer group and send some female products, such as scarves, umbrellas, socks, shoulder straps, laundry bags, laundry detergent and so on. When doing this kind of promotional activities, we should pay special attention to the exquisite degree of gifts, because relatively speaking, the amount of gifts is not large. If you buy some gifts of poor quality because of this, it will hurt the promotion activities and corporate brands.

Nine: member promotion

At present, there are more and more shops promoting members. By purchasing a certain number of members, members of different levels can enjoy discounts on regular-priced products, which is long-term. There are other promotional activities for members, such as offering special products or gifts to members. There is a fixed time to promote members every month, which can be a special price, a gift or a free small gift. If there are many members, there can be a special promotion meeting for members.

Ten: Special offer area

Many stores have special areas, leaving an area to display special products with floats or floor stands. One is to distinguish it from regular-priced products, which will not affect the sales of regular-priced products, and the other is to make it easy for consumers to find them. In the implementation of special areas, there should be corresponding publicity content on floats and landing brackets.

Article 3 of promotion planning 1. Promotion purpose

Through the theme of "Romantic Tanabata Night", we can firmly grasp the psychology of "having a lover", carry out commodity promotion and publicity activities, attract passengers, improve visibility and achieve the purpose of sales. Vigorously carry out the "price reduction storm" price reduction promotion activities, so that consumers can feel the real price reduction concessions.

Second, the promotion time

20xx August 9-August 13

Third, publicize the agenda.

20xx August 8-August 13

Fourth, the promotion theme

1. Xiu En 'ai, the price reduction is reasonable.

2. Prepare enough gifts for love to announce the world.

Verb (abbreviation of verb) commodity promotion

"Qixi Valentine's Day" is a special festival for lovers to give gifts to each other. Therefore, the theme of commodity promotion should be "sentimental gifts", including ornaments, gifts, tokens of love, flowers, boutique series and so on.

Each store should do a good job in creative display, highlight the key display of goods, and ensure the sales of holiday goods.

1, special price of goods

During Valentine's Day, the overstocked goods in the store will be sorted and classified, and special price areas will be set up. These products can use this activity to protect their capital and make consumers feel really affordable.

2. Theme Exhibition: August 9-August 13.

Each store will display the theme of Valentine's Day series products in a conspicuous position at the main entrance, which can make full use of the kitchen window display. If there are no kitchen windows, the storefront can be displayed in a conspicuous position.

Requirements:

A, Valentine's Day theme display, focusing on exquisite ornaments in the store.

B, each shop must pack at least 1 1 set of "jewelry" for theme display.

Six, "deep headdress bouquet"

1, mainly headwear, the current price is 6-7 fold off the original price, and the price tag is handwritten with an eye-catching art pen. Customers who buy jewelry above 80 yuan will be given a flower.

2. Make a price list of "affectionate headdress bouquet"

Prepare packing boxes and wrapping paper in advance, and do a good job of packaging.

3, free delivery service, jewelry requirements exceed 100 yuan, the delivery range does not exceed 2 kilometers.

Seven. Activity promotion:

1 lover balloon collision

Make 100-200 balloons for Valentine's Day atmosphere layout and shopping gifts (arranged by the store itself).

Cost 0. 155 yuan/set.

Step 2 give away your membership card

Anyone who buys Valentine's Day series goods (unlimited amount) can get a membership card. (Time: August 8-13)

Pay attention to the registration of membership card information.

Eight. publicize

In order to strengthen the influence of the event, we should do a good job in publicity and attract more customers to actively participate in holiday promotion. Franchisees are free to choose media locally. Examples: evening paper, TV subtitles, DM delivery, etc.

1, advertising slogan

Xxx jewelry with color jump

Bright colors, exquisite workmanship and designs from Korea. Will such ornaments go up again during Valentine's Day? Look at these noble, lovely and beautiful ornaments!

Unusual Valentine's Day

What is the difference? What gift can make a beautiful woman smile? This is a money-saving and decent gift. Please look at the baby ornaments recommended by HAFACE. ...

Nine, store layout

1, prepare enough gifts to make a love announcement.

A. Handwritten posters with artistic pens at the entrance of the store (including specific contents of preferential strategies);

B. a colorful flag: the content is "show love!" The price reduction storm of reasonable price reduction ";

C. purchase or lease heart-shaped balloons for storefront decoration;

2. Hygiene inside and outside counters and storefronts: To be neat, doors and windows must be clean and spotless.

3. It should be specially mentioned here that the service quality must be effectively improved.

X. joint operation

Reach a cooperation agreement with local flower shops to provide goods to each other to increase sales of both parties.

Buy xxx yuan of flowers and give XXX a piece of jewelry or a membership card;

Buy xxx yuan jewelry in XXX and give flowers or discount cards provided by XXX flower shop.

Article 4 of Promotion Planning I. Activity Background

Wal-Mart has grown from a small township enterprise to a world-famous "retail empire". And gradually developed into a leading retail enterprise.

Its footprint is almost all over the world, and it has won unanimous praise from consumers. Since/kloc-0 opened in Shenzhen in 1996, many supermarket chains have also opened. Wal-Mart's first branch in Zhengzhou is about to open. The specific activities are as follows:

Second, the purpose of the activity:

1。 Basic goal: win customers with low prices, high-quality products and high-quality services, and celebrate the opening of our store and the arrival of the Dragon Boat Festival. Spread the popularity of shopping malls and establish a good corporate image.

3。 Marketing objectives: expand customer participation in activities through various activities, stimulate sales, improve the efficiency of shopping malls through entertainment marketing, and increase corporate profits.

3。 Long-term goal: increase sales, expand market share, and finally achieve the unity of economic and social benefits.

Third, the current marketing situation:

1。 Market situation: the location is around the bustling business district, and the actual competitors are large supermarkets such as Beijing Hualian Jinboda, and there may be potential competitors.

2。 Product status: most products are mass consumer goods, with a wide variety and little price difference.

3。 Macro-environmental situation: most of the consumer groups are floating population, with high population density and large passenger flow. The actual demand and potential demand of consumers are great.

Fourth, swot analysis:

Advantages: Wal-Mart has a strong scale effect. To a certain extent, it has great competitiveness. However, our own technology is constantly updated, we buy satellites, and build strong supply chain management with highly standardized business philosophy, scientific operation and marketing, and distinctive training system.

Disadvantages: large scale and huge operating costs bring greater challenges to management, and there are many problems in the development of different places.

Opportunity: At present, the development situation of retail industry is very good, and the market probability is very high. Grasping and analyzing the market is conducive to enterprises to seize the opportunity and lead a new shopping climax.

Threat: There are many realistic and potential competitive market risk factors.

Verb (abbreviation of verb) price strategy:

1。 On the basis of cost, with reference to the price of similar products, we will launch good and cheap goods with the slogan of "low price every day".

2。 Give appropriate discounts to encourage more purchases.

VI. Promotion strategy:

1。 Comprehensive use of product mix strategy, price mix strategy, sales channel strategy and other marketing strategies to achieve the best economic benefits.

2。 Maintain local management.

Seven, advertising:

1。 "5m" principle: Choose newspapers and TV to inform customers that Wal-Mart is opening in Zhengzhou, and deliver information of good quality and low price. Beautiful shopping environment will arouse customers' desire to buy, thus increasing sales.

2。 It is also attached in the form of street leaflets to convey Wal-Mart's business philosophy of "low price every day" to customers.

3。 At the beginning of opening a store, the advertising budget should be invested more. Immediately after opening a store, we should reduce the advertising volume and unnecessary advertising expenses as much as possible, so as to reduce the advertising volume and reduce the cost, while keeping the prices of goods low.

4。 Advertising that pays attention to selling points is pop advertising.

Eight, open * * * relationship:

1。 Establish and maintain the normal cooperative relationship between enterprises and consumers.

2。 Enterprises should establish good cooperative relations with suppliers to ensure the normal operation of goods.

3。 Set up a popular science corridor to tell people how to care for resources, protect the environment and establish good community relations in the form of pictures, words and physical styles.

4。 Sponsor out-of-school children to participate in some public welfare activities and establish a good corporate image.

5。 Invite officials to visit enterprises and attend press conferences.

Nine: business promotion:

1。 Implement membership promotion: consumers can enjoy various special services after becoming members.

2。 Promotion to consumers: give away samples and sell them at a reduced price.

3。 Grasping the characteristics of demand, we often promote seasonal goods and general perceptual goods to stimulate consumer demand and expand sales.

Activity analysis: After the New Year Festival, the off-season of sales is coming. In order to better guide consumption, stimulate customers' impulsive consumption, further expand sales, and promote the hot sales of women's products such as spring clothes, cosmetics, underwear and accessories. From March 7th, a series of activities with the theme of "Beauty over 38, Caring for Women's Shopping and Giving Gifts" will be launched. The specific scheme is as follows:

I. [Activity Time]: March 7th (Friday)-9th (Sunday), 9th and February 2nd ***3 days.

2. [Event theme]: "Beautiful women over 38, care for women shopping and giving gifts."

Three. [activity]:

Activity 1. Love in Spring is dedicated to women's special love.

1, "Special love for special you-a special gift for love in the spring of 3.8 Women's Day", all female friends born on March 8 (with their ID cards) can receive a beautiful gift for free at the reception desk;

Activity 2, Love cares about women shopping and giving gifts in spring.

2. On March 8th, Women's Day was celebrated, and women's fashionable dresses in spring came on the market. During the activity, department stores will get a 10% discount, and cosmetics will get a 15% discount, and the shopping list will be full that day:

Give a bag of washing powder above 50 yuan (/kloc-supermarkets above 0/00 yuan are not discounted);

Give a pack of toilet paper full 150 yuan (supermarkets don't discount 300 yuan);

Send a bottle of shampoo above 300 yuan (there is no discount for supermarkets above 500 yuan).

◆ (Except express goods)

Activity 3, xx's Special Gift for Women

The first "xx Spring Fashion Show" was grandly opened! T-shirts from 68 yuan, suits from 98 yuan.

10% off for home appliances, 30% off for women's shoes such as xx, xx, and some women's shoes from 80 yuan and 40 yuan.

Underwear, bedding, silk scarves and ladies' accessories are sold at ultra-low prices, and sweaters are 50% off.

Ding X Art, Bai X Fu, X Stone, X Stone and Fashion Life launched gift-giving activities, and jade jewelry was 30% off the audience.

Activity 4, xx Women's Fashion Underwear Exhibition

During the event, a boutique static underwear exhibition will be held on the third floor, and a fashion model performance will be held in the lobby on the second floor. While introducing their own brand styles and fabric styles, participating brands interpret international women's fashion trends, guide fashion consumption and advocate quality life.

Activity 5, the rhyme of spring celebrates the March 8 checkers competition

All female friends can participate, and win two out of three games. As long as they beat each other within the specified time, they can take the "checkers master" reward card and their ID card to the service desk to receive a beautiful gift. (The entrance is located in the lobby on the second floor)

Activity 6: "February 2nd leading costume exhibition" and "February 2nd leading sugar bean food charity sale"

During the event, the jewelry counter launched the "February 2nd Leading Jewelry Exhibition" and the supermarket launched the "February 2nd Leading Candy Bean Food Sale", with a wide range of products. You are welcome to buy them.

Four. [Shop decoration]:

1. The ladies' underwear show is designed and displayed on both sides of the middle hall window on the third floor. The underwear group staff is responsible for selecting and matching the underwear of the model. The planning department is responsible for the on-site decoration. Props: "March 8th Women's Day, spring dance Charming Women's Fashion Underwear Exhibition" is made of sand net and glass sticker.

2. The round doors, couplets and floor stickers at the east and south gates are all removed and replaced with spring doors.

3. Remove all the ornaments hung on the first day of the New Year (except small lanterns).

4. The supermarket New Year Street was removed, and the special car was unified with small promotion racks, all in place.

5, photo hanging, kt version of heart-shaped production, the main channel of the store: "Beauty, Happy Women's Day on March 8th".

6. Kanban: the origin of March 8th Women's Day/the origin of February 2nd.

7. Design and layout of the model platform of the middle hall on the second floor

Verb (abbreviation for verb) [advertisement]:

1, subtitle advertisement of Meteorological Bureau

2, TV advertising, flying word advertising

3, activities inside and outside the store kanban, hanging kanban

4. 10000 color page

5. The banner on the stairs on the first floor reads: "Beauty is over 38 years old, caring for women shopping and giving gifts."

6. Hang: "On February 2nd, the dragon looks up, and the headdress is displayed"/"On February 2nd, the dragon looks up, and the candied beans are sold".

Promotion planning Article 6 I. Purpose of the activity

Take advantage of the National Day holiday to carry out promotional activities, stimulate consumption, stimulate sales, and prepare for the sales market in the second half of the year.

Second, the theme of the event

Celebrate the National Day, get a big gift and visit Beijing.

Third, the object of the activity

Potential customers

Fourth, the activity time

September 29th to 65438+1October 5th.

Verb (abbreviation of verb) activity content

1, promotion time, buy * * mobile multimedia series and give away a memory card.

2. Promotion time, * * mobile phone * * series, 10% off sales, no gifts.

3. The interactive activity will be held on June 5th. 10. Consumers can take part in the lucky draw to answer questions with shopping receipts.

First prize: Beijing National Day Tour

Second prize: * * Digital camera

Third prize: **mp3

Note: the answer is related to this mobile phone. In addition to the answer, there are also checkpoints such as mobile phone hands-on operation, aiming at mobilizing and understanding and expanding the influence of this mobile phone.

Promotion of intransitive verbs;

1, newspapers, rolling advertisements of local TV stations, etc.

2. Flyers

3. Display boards and banners outside the store.

Seven. Focus on activities

1. Train employees and clearly explain the gist and requirements of the National Day mobile phone promotion plan to employees.

2. Divide the responsibilities of staff into groups and coordinate and cooperate with each group.

3. Take measures to prevent accidents.