Marketing planning scheme of supermarket opening activities

Marketing planning scheme of supermarket opening activities

Marketing plan supermarket opening activities, in our life, supermarkets or other types of shops will formulate a marketing plan to attract customers. And a good marketing plan can make the opening of new stores more successful. So do you know how to make a marketing plan? The following is a model of marketing planning scheme for supermarket opening activities, hoping to help everyone!

Marketing planning scheme of supermarket opening activities 1 category: opening promotion

Theme: Warmly celebrate the grand opening of xx supermarket and give back to your shopping.

Background: Since xx supermarket entered Lianyungang business circle, in order to attract the support and love of Lianyungang customers and friends, a large-scale opening celebration was held (the supermarket closed for secondary renovation on * * and now officially opened on * *), aiming at giving back to every customer with colorful cultural activities, pleasant shopping environment and ultra-low shock promotional products, and at the same time stabilizing our market share, tapping customers and giving competition through this opening activity.

Activity time: 20xx * to 20xx * *.

Expenditure: * * * yuan

Applicable store: xx Super Shopping Plaza

Planning Department: xx Supermarket Planning Department

First, publicize articles.

Publicity purpose:

Take the opening sales as an opportunity, carry out vigorous publicity, expand the influence of xx supermarket and strengthen its own brand. The purpose of xx is to connect consumers and pursue consumer satisfaction. Highlight our business philosophy. With the help of the city's various media, xx was publicized in all directions, which caused a strong sensation effect, enhanced the reputation and credibility of xx supermarket among Lianyungang consumers, and further stabilized and improved the market share and sales performance.

1, personnel announcement

All employees must be familiar with and understand the contents of promotional activities, tell them and guide customers to participate in promotional activities; Strengthen the training of commodity promoters, clarify job requirements, unify understanding, and effectively improve the effect of promotional activities.

Publicity theme: xx Bicycle Publicity Team

Publicity time:

Propaganda reason: Because our xx supermarket is renovated for the second time, many old and new customers don't know about our xx and don't know when it will open. It is suggested to publicize in our business circle (first-line business circle, second-line business circle and third-line business circle) and near the school (usually primary school, when primary school is out of school, there are more parents).

Select people: employees with good appearance.

Number of people: 20 (divided into 4 teams)

Route: (TBD)

Requirements: Employees should wear xx work clothes and xx promotional ribbons.

Bicycle has xx supermarket publicity logo (approved)

2. Broadcasting and publicity

Play and scroll promotional information to ensure timely and accurate transmission of information, arouse customers' desire to buy and promote sales; During the opening period, the background broadcast music should be cheerful and enthusiastic music to render the opening atmosphere.

3.DM publicity

DM launch, strengthen information publicity of major events.

Postal delivery: 0. 1 yuan/copy.

4. Mass media publicity

Publicity time: starting from * month * day.

Important activities of SMS promotion: 0.08 yuan/message * 20,000 messages * = 1.600 yuan.

Lianyungang traffic music channel: broadcast 8 times a day 1 month * * * 3500 yuan.

Yangzi Evening News Lianyungang Local Edition Full Page 6500 Yuan

During the opening activities, DM merchandise promotion will be arranged once a week (in coordination with the promotion activities), and each DM file contains about * * shocking commodities, among which shocking commodities in different periods are the main ones (select particularly representative commodities).

Large-scale shopping promotion: it is recommended to choose the advertising promotion of the light box at the top of the taxi in the city.

5, store atmosphere layout publicity

1, store atmosphere layout: (decorative balloons; Atmospheric POP；; Theme hanging eyebrow; Sale pile head group, etc. )

A. promotion of in-store activities; Announce the activities in a conspicuous position at the door of the store in the form of inkjet and photos;

B. In-store broadcasting and publicity: Strengthen the broadcasting and publicity of in-store activities, and make it a household name.

2. Layout of activities outside the store: (1) activity painting, (2) banners, and (3) construction of activity stage and prize display platform. )

Cost budget: * * yuan

Second, the activity article

The first wave/passion burning in July-March to March.

Activity 1, "* * * Celebration-Grand Prize Waiting for You"

During the activity, anyone who comes to our shopping mall to shop in 88 yuan and above can take part in the grand prize scraping activity prepared by us at the designated place with a computer sheet. If the amount exceeds 176 yuan, two tickets will be scraped, and so on. Scrape five tickets at most. There are many opportunities and many prizes. How can we be fault-tolerant?

Award setting:

First prize 1 prize * * set (worth about 5000 yuan)

A set of two second prizes (worth about 2000 yuan)

3 third prize * * a set (worth about 1000 yuan)

A set of 50 fourth prize prizes * * (worth about 100 yuan)

A beautiful gift for 200 winners of the fifth prize (worth about 10 yuan).

5000 lucky prize and a beautiful gift (worth about 2 yuan).

Note: Customers and friends who win the first, second and third prizes are required to pay 20% personal income tax.

Cost forecast:

Bonus fee:1* 5000+2 * 2000+3 *1000+50 *100+200 *10+5000 * 2 = 29000 yuan.

Scratch card: 60,000 * 0.03 ~ 0.04 yuan/card =1.800 ~ ~ 2,400 yuan.

Activity 2, "Happy Delivery"

Theme: Opening Ceremony, Celebration, Big Delivery.

Activity time: opening day +4 days

Activity content: All customers and friends who come to the supermarket to shop during the activity can get a gift in the designated area on the same day with the computer receipt, and give it in limited amount every day until the gift ends (the receipt is limited to one time, and the receipt is not accumulated).

One-time shopping in 68 yuan will send a roll of paper, limited to 800 copies a day, while stocks last (worth about 7 yuan).

One-time shopping in 98 yuan will be accompanied by a bucket of detergent, with a daily limit of 600 bottles, while stocks last (the value is about 10.5 yuan).

One-time shopping 148 yuan will send a barrel of salad oil, with a daily limit of 300 barrels, while stocks last (worth about 14.2 yuan).

Cost budget: 7 yuan for roll paper * 800/ day * 5 days = 28,000 yuan.

Detergent 10.5 yuan/bottle * 500 bottles/day * 5 days = 26,250 yuan.

Salad oil 14.2 yuan /* 200 barrels/day * 5 days =14,200 yuan.

Total: 68450

Activity 3, "1" yuan grabs the sky "

Activity time: 5 days

Location:

Activity content: Customers who shop all over 58 yuan in this supermarket will be given 1 yuan two boxes of dried noodles or mosquito-repellent incense (value: 3 yuan). Limited to 800 copies per day.

Customers who shop all over 98 yuan in this supermarket will be given a bag of 1 yuan washing powder (value: 5 yuan). Limited to 500 copies per day.

Customers who spend more than 168 yuan in this supermarket will be given a bucket of detergent of 1 yuan (value: 10 yuan). Limited to 300 copies per day.

Customers who spend more than 268 yuan in this supermarket will be given a bottle of shampoo of 1 yuan (value: 20 yuan). Limited to 200 copies per day.

Pick it up at the gift distribution office with a small computer voucher. )

Cost budget: mosquito-repellent incense 3 yuan/copy *800 copies/day *5 days = 12000 yuan.

Washing powder 5 yuan/serving *500 serving/day *5 days = 12500 yuan.

Detergent 10 yuan/serving *300 yuan/day *5 days = 15000 yuan.

Shampoo 20 yuan/serving *200 serving/day *5 days = 20,000 yuan.

Total: 59,500 yuan (including 9,000 yuan recovered)

Actual total amount: 50,500 yuan

Activity details: 1. The relevant departments will deliver the gifts to the lobby on the first floor the night before. .

2. The Loss Prevention Department verifies and registers the number of gifts, and maintains the order at the distribution site.

4. The cashier department arranges the cashier to recover 1 yuan in cash.

The whole activity process:

1, the department is responsible for sending the prizes to the gift distribution office;

2. Personnel arrangement;

3, loss prevention department is responsible for maintaining the order;

4. The service center is responsible for broadcasting activities every half hour;

5. Plan and be responsible for promotion activities and take photos;

6. Cooperate with the operation to pull the prize to the designated area;

7. The gift giver fills in the gift list;

The concession area will not participate in this activity.

Total cost:

Marketing planning scheme of supermarket opening activities II. Various business activities centered on shops have become as practical as investment accumulation. Activate stores, gather popularity, increase business spirit and create business opportunities.

(1) must be "an instant hit" in the opening momentum, reflecting the characteristics of large scale (shocking degree).

(2) Through this opening, we must leave a deep impression on the surrounding residents.

(3) Leave a good reputation in the peer format.

(4) Promotional activities must be different, so that customers have a "freshness" and are easy to spread (surprise).

(5) This promotion must be able to increase sales.

(6) This kind of promotion can really make customers feel "affordable" and eventually increase the reputation of "leading"

(7) The planning and promotion scheme is easy to operate and implement.

The exhibition is a kind of silent propaganda, which is very suitable. The artistic display of commodities can improve the performance by 30%-50%. However, the display of most shops is still unsatisfactory, the goods are unsanitary and untidy, and many goods are scattered and staggered. How can customers produce sales performance without even understanding?

Commodity display is the main job of sales staff. Sales staff not only receive customers, but also show goods and understand them with heart. Many salespeople don't know where the goods are, so it is impossible to sell them quickly. Art exhibition is an important work that cosmetics stores must do, and it is also a good way to effectively improve their performance.

There is a famous French business proverb: "Even fruits and vegetables should be displayed like still life paintings, because the aesthetic feeling of goods can arouse consumers' desire to buy." "The market terminal, simply put, contains only three elements: goods (gifts), booths (POPs) and people. Therefore, the terminal display will also include four aspects: commodity display, POP display, gift display and personnel situation.

Commodity display is not only an art, but also a science. Commodity display communicates with customers through vision, takes the commodity itself as the main tone, and shows the characteristics of commodities to customers through the cooperation of artistic modeling display and environment, which enhances the attractiveness of commodities to customers and deepens customers' understanding of commodities.

Teacher Tan said that the purpose of studying the store display course is:

1, shaping the style of shops and counters

2. Highlight the main products

3, increase the charm of goods

4. Induce customers to visit

5. Create a shopping atmosphere

The display of goods in terminal display needs to adopt different display methods according to different channels and stores. There are eight principles in the display of goods in specialty stores, namely, the principle that the main products are placed in the main booth, the principle of convenience for introduction, the principle of verticality, the principle of similar gathering, the principle of interval, the principle of correlation, the principle of repeated sampling and the principle of full display.

The purpose of product display is to catch the eyes, hands and hearts of consumers, make the display vivid and enhance the atmosphere of the store (attracting attention); Standardized and unified display gives people a professional feeling (grasping the heart); Classified display, convenient for consumers to find (catch their eyes); Contrast display, convenient for consumers to experience and feel (grasping the hand and grasping the heart).

POP display is the most easily overlooked detail in the process of terminal promotion. POP is the abbreviation of English Point Of Purchase, which means "selling point advertisement". Its main commercial purpose is to stimulate and guide consumption and enliven the atmosphere of shops. Her forms include outdoor signs, exhibition boards, window posters, in-store tables, price lists, flags and even three-dimensional cartoon models.

POP is often used in short-term promotion, with exaggerated humor and strong colors, which can effectively attract customers' views and arouse customers' desire to buy. As a low-cost and efficient advertising method, POP has been widely used. Teacher Tan said that there is no difference in the display of POP in terminal stores, and five principles can be followed, namely, the principle of repetition and unification, the principle of symmetry, the principle of maximization, the principle of distinction and the principle of simplicity.

The purpose of gifts is to increase the added value of products, improve consumer satisfaction, and thus improve the transaction rate of products. Gifts are not added casually. They convey to consumers the reasons why they must buy.

Teacher Tan Xiaofang said that the display of gifts is particularly important at the terminal, mainly paying attention to the following four points:

(1), gifts need to be placed on the main channel, which is the easiest place to see;

(2) Gifts need to be jointly displayed with POP, so that consumers can see the value and function of gifts and let gifts learn to speak.

(3) Gifts should be stacked together with commodities, which can not only make customers clear at a glance, but also avoid the trouble that salesmen need to explain, and also give customers an intuitive feeling.

(4) The gifts should be displayed as much as possible, and the gifts should be piled as high as possible without affecting the line of sight and ensuring safety.

In short, a good display of goods in the terminal store will enhance the brand image, make consumers finally trust and effectively improve the sales performance of the store.

(8) Other core contradictions in this plan focus on the issue of "sales-gross profit-customer income".

The increase in sales in shopping malls means an increase in gross profit, and customers are not enthusiastic about buying at high prices-unpopular; Customers should be affordable, the gross profit of goods should be reduced, but the sales of shopping malls should also suffer-lose business opportunities; When solving this problem, we should focus on ensuring "popularity." "Continuous passenger flow" is the foundation.

1. The purpose of opening promotion activities is to enliven stores, gather popularity, increase business spirit, create business opportunities, and make all kinds of activities lively, enthusiastic and happy with members as the center. . Be a "concierge", "member", "lucky" and "happy", improve the impression, popularity and reputation of leading home textiles in the eyes of customers, and create high sales for the opening of specialty stores.

2. Target group of promotion activities: July 25th-August 1 People who distribute leaflets and people around the store.

3. Theme of the event

4, the implementation of membership system:

(1) You can get a membership card for free once you shop in 30 yuan.

(2) You can get a membership card with your ID card+18 yuan.

⑶ The top 28 customers of leading home textiles can get a membership card for free on the first day of opening.

(4) On the second day of opening, the top 38 customers can get a membership card for free.

Customers who buy household appliances in leading home textiles can get 3 membership cards for free.

[6] Participate in the lucky draw to get the membership card.

Once, customers born on August 3rd1could get a membership card with their ID cards.

Members' interests:

(1) members enjoy points when shopping and get high gifts.

⑵ Members can shop in Leading Home Textiles at the member price with their membership cards.

⑶ During the Spring Festival, store celebration and May 13th, all members can participate in the tourism lucky draw in Hainan, Zhangjiajie and other places.

(4) On the afternoon of the third day of the opening of this department store, members queue up to participate in the gift lottery (first come, first served).

On the second day of the opening of the supermarket, you can participate in the duck nest activity with your membership card and receipt.

Members of this supermarket will have unexpected surprises every Monday afternoon.

(7) Members can get a gift from 50 yuan and a shopping voucher on their birthday when they spend all their money in 50 yuan in this supermarket.

As a teacher member, you can get a gift in the supermarket with your work permit on Teacher's Day.

(9) Members of our shop can give priority to various irregular preferential activities.

⑽ Newly-married members of our store can get a discount of XX on the wedding series bedding and give a wedding gift.

⑾ Leading the opening sales target of home textiles 15 and completing the turnover of 500,000-800,000 yuan.

The opening of the supermarket can achieve the goal of flooding people as much as possible.

Advertising before opening:

1, using TV publicity

2. Mobile broadcasting vehicle

3. Electric motorcycles

4. SMS

5. Self-promotion of supermarket employees

6. Give employees bright work clothes in advance.

7. Publish the news of the opening of the supermarket 2-3 days in advance (indicate the promotional price of the opened goods-the supplier provides special prices).

8. Street banners and opening banners of suppliers.

9. Shop head poster (28 customers can get supermarket membership cards for free before opening)

10. List the preferential contents of supermarket membership cards.

1 1. Invite suppliers to be present for guidance and observation.