2022 Mid-Autumn Festival mooncake marketing plan copywriting

Because the main activities of the Mid-Autumn Festival are carried out around the "moon", it is also commonly known as the "Moon Festival"; the Mid-Autumn Festival has a full moon, symbolizing reunion, so it is also called the "Reunion Festival". Below are 5 copies of the 2021 Mid-Autumn Festival mooncake marketing plan that I have brought to you. I hope it can help you!

2021 Mid-Autumn Festival mooncake marketing plan copy 1

1. Summary

The Mid-Autumn Festival is a traditional festival in China. Consumers are more active during this period and it is easy to form consumption hot spots. Therefore, this period becomes a good opportunity for businesses to compete. Based on the mooncake gifts launched by major mooncake manufacturers, this plan comprehensively analyzes various factors in the consumer market, and makes a feasibility analysis and sales suggestions for putting mooncake products into the market.

2. Background market analysis

(1) Background analysis

According to the recently released statistics of Beijing and other nearly ten cities across the country, the China Social Survey Institute (SSIC) In a survey of 2,000 people on how they celebrate the Mid-Autumn Festival, 53% of the respondents said they would visit their leaders or work partners. Today's people are no longer satisfied with just having a meal together as a family. There are some new changes in consumption trends during the Mid-Autumn Festival. Some people vividly call this consumption phenomenon: "Moonlight Economy". Recently, some people have proposed to make Zhongqiu a legal holiday to facilitate shopping and visiting relatives and friends. Although this proposal may not become a reality in the short term, it can be expected that the Mid-Autumn Festival will be a festival where consumption boom will rise again every year.

(2) Market Analysis

With the improvement of people’s material living standards, the provisions of national policies, and especially the guidance of public opinion, people are no longer satisfied with the Mid-Autumn Festival. Instead of having a meal and giving away cigarettes and wine, we are beginning to pursue more noble ways to connect with each other and express celebration. Therefore, it is expected that consumers’ consumption will become more and more diversified during the Mid-Autumn Festival every year in the future.

Mooncakes are an indispensable and ordinary commodity that enters the homes of ordinary consumers. Due to their traditional meaning and gourmet flavor, mooncake-packaged gifts can not only bring greetings to people, but also Let people accept the delicious food. Its development trend is very attractive, with huge market space, huge profit returns, strong purchasing power and demand, making it a sunrise industry that will never decline.

3. Marketing Strategy

(1) Product Positioning

Delicious, beautiful, with high taste and strong traditional flavor, suitable for An affordable Mid-Autumn Festival product that can be given to relatives and friends and eaten by yourself. Products will be divided into three categories: high-end, mid-range and low-end.

(2) Target Market

Moon cakes as gifts are mainly targeted at collective consumers of large and medium-sized enterprises and institutions, as well as some consumers with relatively good economic incomes. The comprehensive market is specifically classified as follows:

(3) Sales channels

1. For key customers, salesmen can be sent to contact large and medium-sized enterprises to publish product information and introduce product features. , understand customer needs, and seize the opportunity to promote orders

2. Use various shopping malls and food stores as platforms to provide corresponding advertising support and provide certain preferential conditions for consignment sales

(4) Marketing Suggestions

1. Since mooncakes are a kind of food with seasonal characteristics, although they are a rational consumer product during the Mid-Autumn Festival, their sales are too small in normal times. It should be recommended to increase the sales team during the Mid-Autumn Festival. Expand product promotion channels.

2. Strive for time advantage, strike first, and strive to complete most of the orders one week before the Mid-Autumn Festival.

4. Analysis of Opportunities and Problems

(1) Analysis of Opportunities and Advantages

As consumers’ consumption during the Mid-Autumn Festival has become increasingly diversified , and it is easy to form a consumption boom during the Mid-Autumn Festival. In particular, mooncakes, as a traditional Mid-Autumn consumer product, have always attracted consumers' attention and aroused purchasing impulses, thus forming an obvious consumption hot spot.

(2) Analysis of Threats and Weaknesses

Facing more and more mooncake sellers in the market, there is more and more competition, and the market is getting bigger and bigger. In particular, general sales cannot smoothly enter large shopping malls like some large professional manufacturers, or even have their own stores. This is the biggest disadvantage of general sales.

(3) Problem Analysis

1. Faced with the dazzling variety of mooncakes on the market, how to make this mooncake product more attractive to consumers?

2. How to overcome the information asymmetry in target customer demand in the Mid-Autumn Festival market?

3. After the Mid-Autumn Festival, mooncake sales enter a low ebb, how to ensure sales?

Five , Specific action plan

(1) Early stage, research stage.

Based on the market situation we currently have, we will conduct follow-up surveys on target markets, especially important target markets, keep abreast of target market information, and research and analyze demand within the target market and target market trends.

(2) Mid-term, distribution stage.

We dispatched sales staff to visit and inquire target customers based on the target market information we learned, and completed most of the ordering tasks within the estimated machine space.

(3) Late stage, final stage.

Through various means, grasp the customer's needs, opinions and suggestions, strive for secondary orders, and complete the sales plan.

6. Risk Control

In view of the various risks that may exist in the problem analysis and the various problems that arise during the investigation at each stage, the plan should be revised in a timely manner to minimize the risks. Strengthen the control over the food safety of moon cakes during sales, storage, transportation and other stages.

2021 Mid-Autumn Festival Mooncake Marketing Plan 2

1. Activity Background:

With the arrival of the Mid-Autumn Festival, a traditional festival of the Chinese nation, many businesses are targeting For Mid-Autumn Festival business opportunities, focus on moon cakes and other Mid-Autumn Festival gifts. Based on "Daoxiangcun", a leading pastry company, we seized the favorable opportunity of the Mid-Autumn Festival, tried to develop a new form of brand mooncake promotion, and formulated this promotional planning design.

2. Promotional objectives:

1. Use the consumption of Mid-Autumn mooncakes to drive sales in the store, and activate the sales of mooncakes with the image of the store. Reunion month, reunion love, "Daoxiangcun mooncakes" are sent to your home.

2. Infect customers and enhance corporate image through the good words and deeds of Mid-Autumn Ambassadors when giving gifts.

3. Provide convenience to customers and attract more customers.

4. Convey emotions to customers.

5. Based on this activity, it can be extended to other festivals, such as Christmas or New Year's Day.

6. Increase the means of enterprise competition and make differences. (Marketing plan book)

3. Analysis of product promotion environment:

(1) Macro market factors have a great impact on enterprises, and these influencing factors cannot be controlled by enterprises. Enterprises can only study the macro environment and its changes and look for opportunities that are beneficial to them in order to occupy the market and obtain greater economic benefits.

The main macro-environmental factors include:

1. Demographic factors: During the Mid-Autumn Festival, families get together and consumers are concentrated, which is conducive to product promotion.

2. Economic factors: During the financial crisis, it boosted domestic demand and stimulated consumption.

3. Social and natural factors: The Chinese people attach great importance to this traditional festival, and driven by the cultural atmosphere, it has also set off a consumption storm.

(2) "Customers are God". Only when the products we promote meet the needs of consumers and win their trust can families be reunited during the Mid-Autumn Festival and "Daoxiangcun Mooncakes" can bring you happiness happy.

1. Consumer behavior and psychology: People miss their loved ones more during the Mid-Autumn Festival; families get together to celebrate the Mid-Autumn Festival. Consumers have their own psychology for product selection during the consumption process, such as giving gifts during the Mid-Autumn Festival and visiting relatives and friends. Promotions must capture consumers' psychology to promote reasonably

2. The level of service required by consumers: In the relatively fierce competition in the Mid-Autumn Festival mooncake market, consumers are pursuing high-quality and low-price products. The time-honored Daoxiangcun mooncake brand already has various market advantages. Meet needs and improve service levels.

3. Analysis of consumer purchasing power: Consumers pursue high-quality and low-priced products that can meet their needs. Our promotions are based on low prices and high quality, which truly bring benefits to customers and also adapt to customers’ needs. purchasing power.

4. Analysis of consumer consumption environment: Consumers have a lot of choice among many mooncake promotion activities. We will maximize the promotion environment and improve service quality during the promotion process, so that consumers can A true win-win experience in promotions.

(3) Modern society is a competitive society, and the competition for "Mid-Autumn Festival Mooncakes" will become more intense. Only by defeating competitors can our "Daoxiangcun Mooncakes" have greater sales and gain more Big profits.

1. Competitors’ strategies: During the same period, use various methods for promotion, such as shopping mall promotions, supermarket promotions, and bundling with other products for promotions.

2. Competitors’ goals: to further expand the brand effect and increase sales profits.

3. Advantages and disadvantages of competitors: The advantage is a wide range of expansion; the disadvantages are single means, high cost and inconvenient transportation.

4. Competitors’ response model: There is a complete service organization, and all departments cooperate effectively to meet consumer needs in a timely manner and accept consumer feedback.

(4) Internal environment analysis

1. Resources: Able to contact manufacturers for supply in a timely manner without causing accumulation or out-of-stock products.

2. Competitiveness: high quality and low price: convenient transportation: strong teamwork ability and diversified service methods.

3. Logistics output and input: convenient transportation, basically "zero inventory".

4. Production operations: flow operation, quality assurance, and efficient production.

4. Advertising analysis:

1. Advertising goal: through large-scale advertising, the promotion activities will be realistic and extensive.

2. Advertising cost: 1,000 yuan

3. Advertising information: promote the brand, increase influence, expand sales channels, and increase sales.

4. Advertising media: newspapers and leaflets

5. Evaluation of advertising effects: to achieve the purpose of promotion during the festival, establish Daoxiangcun brand awareness in the hearts of consumers; further promote Daoxiangcun’s time-honored enterprises Culture!

5. Activity content:

1. Time: _month_---the day before the Mid-Autumn Festival

2. Location: The activity is for benefit only __City District

3. Activity preparation: 1. Arrange a certain number of transport vehicles and "Mid-Autumn Festival Ambassadors".

2. Drivers must be familiar with urban driving routes and are required to minimize time consumption during transportation and improve transportation efficiency.

3. Educate the "Mid-Autumn Festival Ambassadors" on language and movements, and learn how to deal with problems encountered.

4. Make appropriate improvements to the selling price of mooncakes to try to increase the overall profit.

5. Contact the card dealer and purchase a certain number of exquisite cards, which can be classified according to different gift recipients, such as: lover cards, family cards, friend cards, etc.

4. Promotion of the event: Posters should be posted in shopping malls about a week before the event to promote the event, and the breadth of publicity can also be enhanced through newspapers, radio stations, etc. However, certain cost accounting must be carried out before it can be implemented. When promoting, the language should be as concise and easy to understand as possible, and necessary explanations of special circumstances should be provided.

6. Notes: 1. After customers purchase gifts, they must package them according to their requirements, and ask and register the detailed address and delivery time period required for delivery, so that customers can provide their contact number and recipient of the gift. The contact number is provided so that you can be contacted in case of special circumstances when making a gift.

2. The words and deeds of the "Mid-Autumn Ambassador" represent the honor of the mall. The "Ambassador" must be strictly selected. The image and language affinity must be good, and the "Ambassador" must be aware of the problems that may be encountered. Be educated.

3. In order to avoid some problems, the delivery items for this event can only be limited to Mid-Autumn Festival gifts and cannot involve cash. The gifts must be inspected during packaging and no cash can be stored.

4. Since there may be situations such as customer rejection, etc., this should be explained when promoting the event, and it should be explained that if this happens, the mall will return the original gift to the customer.

5. When rejection or customer absence occurs, the "ambassador" must contact the person in charge of the mall as soon as possible and inform the situation before continuing to the next task. The relevant personnel of the mall will contact the customer or recipient. Ask for solution.

6. The gifts must be products purchased from the mall, and the purchaser must leave his or her real contact number and name. If the return is delayed due to an incorrect number, the mall will inspect the goods after 7 days. The right to process, this should be stated at the time of promotion or activity.

7. The self-written message in the card is the customer’s most sincere wish for the recipient and a frank expression of emotion. Therefore, when choosing a card, you must pay attention to its exquisite appearance and the connotation of the text inside. If there is an adjustment in the price of mooncakes, the card can also be changed to a desk calendar, etc. Of course, it must have relevant introductions from the mall. Doing publicity.

2021 Mid-Autumn Festival Mooncake Marketing Plan 3

1. Activity Background

The Mid-Autumn Festival on August 15th is a traditional Chinese festival, and we should think twice about it every festive season. Dear, mooncakes have become a gift that we give to our relatives and friends to express our blessings.

2. Theme of the activity

During the festival, we miss our loved ones even more, and the mooncakes convey our love

3. The purpose of the activity

1. The purpose of setting up the rice flag Humanistic image, while promoting the increase in sales

2. Provide convenience to customers and attract more customers

3. Increase the visibility and reputation of the company 4. Spread the corporate image, Enhance brand image

4. Event time

The eighth day of the eighth lunar month ------ August 15 *** eight days

Five. Promotional venues

Counters in major shopping malls, supermarket windows and specialty stores

6. Activity content

1. Carry out group buying business and group buying discounts to facilitate all units The organization provides benefits, and free delivery (within 5 miles) for any one-time shopping amount of more than 1,000 yuan.

2. Aiming at different groups of people, we have developed a variety of mooncake gift boxes with different price ranges, which are the first choice for gifts to relatives and friends, as well as festive gifts.

3. Get exquisite gifts with purchases over 180 yuan. Gift box, or a 30 yuan voucher, which can be redeemed for any product in the store.

4. Get a beautiful gift with your purchase (candy and other small gifts)

7. Publicity methods

Post posters and print leaflets at various sales locations , and carry out advertising through radio, television and other media.

8. In-store decoration

The environmental layout of the restaurant and lobby should try to highlight the "peaceful, reunited and festive" Mid-Autumn Festival atmosphere

9. Dining features

1. On September _, make an extra-large mooncake and display it in the lobby during the day to create a festive atmosphere of reunion. Before the official meal, set up a large incense table, place the mooncakes on the incense table, invite the hotel general manager and celebrity representatives to come up and cut the large mooncakes, and announce the start of the reunion dinner.

2. There is a main table (about 10 people) in the middle of the restaurant for the crew and celebrities attending the reunion dinner. In principle, each hotel invites one crew.

3. According to the needs of tourists, make a reunion banquet standard of economy, warmth, luxury, etc., and provide menus respectively. The names of the dishes in the menu must have the meaning of "reunion", and the details will be determined by the hotel. implement. Our company has unified publicity, and the travel agency will contact each hotel for specific meal reservations, while supplies last.

2021 Mid-Autumn Festival Mooncake Marketing Plan Copy 4

Launched the "Quality Service Month" activity, providing free packaging services for mooncakes, free delivery services for mooncakes (gift baskets), and free mooncake (gift baskets) ) Telephone ordering service, gift basket gifting service, moon cake (gift basket) mailing service, etc., gain advantages in the competition by strengthening quality inspection and service.

Requirements for mooncake promotion products during the Mid-Autumn Festival

1. Mooncake requirements:

1) The variety of mooncakes should be concentrated on brands that are popular with the local public and have different styles. New varieties developed by flavor and brand mooncake manufacturers, with three price levels: high, medium and low, to meet the consumption needs of customers from different classes;

2) Require mooncake suppliers to send promotional girls and provide mooncake tasting activities.

3) Complete a street of mooncake gift baskets before August 25th.

2. Gift basket requirements:

1) This promotion mainly sells gift baskets of your choice. The store sets its own name and item combination in bundled gift basket packaging. And focus on display.

2) Designated gift baskets are available in high-end (more than 1,000 yuan), mid-range (300-800 yuan), and low-end (80-198 yuan). The purchasing department specifies about 8 types of gift baskets.

3) The recommended price of the empty gift basket is 10 yuan. The purchasing department prepares 3 types of packaged empty gift baskets.

4) If the gift basket of your choice is worth more than 200 yuan, you will receive a free gift basket of 10 yuan.

3. Tobacco and alcohol requirements:

1) For the main tobacco and alcohol products, the purchasing department must require the supplier to provide empty boxes (one for each store).

2) The main gifts must be displayed prominently, and can also be displayed in the "mooncakes and gift baskets" street.

3) Tobacco and alcohol promotion products: Great Wall Red, Remy Martin, Hongtashan, 555, Zhonghua, Yuxi, Furong King, Good Life and other brand products.

4. Drinks and health care Products and tea

1) Brewed beverages, health products, and tea are also good gifts, and they should be supported by more special prices and displayed in large quantities. The number of varieties should be no less than 20, and the newsletter should have two pages.

2) Recommended promotional products: Wanji, Kang Fulai, Joy and other brand products.

5. Candy, biscuits, and milk

1) Candy, biscuits, and milk will also have a greater demand during the Mid-Autumn Festival. It is also necessary to select 20 products from this category for promotion.

1) Candy and biscuit promotional products can be purchased from brands such as Garden Candy, Hsu Fu Chi, Ferrero Rocher Chocolate, Dove Chocolate, Yili Milk, Mengniu Milk etc.

2. Dry goods from the north and south , choose multiple gift packs and recommend more

3. Grain and oil, suggestions: Golden Arowana, Golden Elephant Rice, __'s own brand rice.

4. Normal special prices for daily necessities, household miscellaneous goods, and condiments

5. Fruit requirements:

1) Seasonal fruits are sold at special prices, highlighting the sense of quantity, such as apples , pears, Sunkist oranges, persimmons, grapes.

2) When promoting fruit gift basket products, choose fruits with more beautiful appearance, mainly oranges, broccoli, green apples, plums, black beauty watermelons, bananas, etc. (The above fruits may not be offered at special prices or may be offered at small quantities)

3) The fresh produce department shall communicate with suppliers in advance and require suppliers to provide fruits with the best appearance and quality to ensure fruit gifts. Basket packaging quality.

4) Stores should strengthen the acceptance of gift baskets of fruits. The fresh produce department is responsible for preparing fruit gift bags and fruit gift boxes.

10. Requirements for other fresh products:

1) In both Mid-Autumn Festival newsletters, 1-2 varieties must be sold as "sacrificial products" at a loss to attract customer flow. The promotion period for each variety is 3 days

2) Three birds and aquatic products must be supported by special prices.

2021 Mid-Autumn Festival Mooncake Marketing Plan Copy 5

1. Purpose of the event: Taking advantage of the east wind of the Mid-Autumn Festival, combined with the actual situation of the hotel and traditional Chinese national customs, focusing on direct sales, Promote sales by all employees to achieve both economic and social benefits.

2. Activity organization:

Team leader: Wang Xiang

Deputy team leader: Zhang Liliang Ruicheng

Members: Marketing staff and managers of various departments

3. Activity time:

20_year_month_day - 20_year_month_day

4. Sales channels And promotional activities:

(1) Sales channels are major enterprises and institutions, hotel agreement customers;

(2) Set up a mooncake tasting promotion booth in the lobby, with promoters wearing Chang'e Style clothing, and display Mid-Autumn moon cake sales promotion brochures at each front-line service desk and in all guest rooms

(3) Through the marketing department and catering department, go to major units in the city for door-to-door sales, visit customers, and strive for big sales. Orders;

(4) Sales according to department allocation;

(5) Implement sales by all hotel employees and adopt a commission sales system to stimulate employees' sales enthusiasm;

(6) Hold a mooncake tasting exhibition and a cocktail reception to thank old customers;

(7) Set up mooncake sales points on the hotel website and online booking;

(8) Sales agents in stores and supermarkets with potential.

5. Responsible work of each relevant department

1. Catering Department:

(1) Assist the Engineering Department in arranging the mooncake booth in the lobby;

(2) Responsible for the design, placement and service of the "Thanks to Old Customers and Kailai Hotel Mooncake Exhibition" venue - table type;

(3) Preparation for the thank you reception, Service;

(4) Assist the marketing department to maintain the order of the "Thanks to Old Customers and Kailai Hotel Mooncake Exhibition" activities.

2. Housekeeping Department:

(1) Promote the Mid-Autumn Festival promotional activities of the lobby service staff to guests;

(2) Promote the Mid-Autumn Festival Place the color pages in the guest rooms;

(3) Design a sales plan for mooncakes as free gifts for guests staying in guest rooms during the Mid-Autumn Festival, and make statistics on mooncake sales.

3. Engineering Department:

(1) Responsible for the "Thanks to Customers and Kailai Hotel Mooncake Exhibition and Luncheon" venue, and the debugging of sound, lighting, and projectors during the event;

(2) Assist the marketing department in pasting large advertising pictures on the building;

(3) Responsible for the production of the mooncake booth in the lobby;

(4) Responsible for the hotel plaza Construction of mooncake sales points.

4. Finance Department:

(1) Organize the printing of Mid-Autumn Festival promotional color pages;

(2) Provide "customer thanks and Kailai Hotel mooncakes"

(3) Assist the marketing department in organizing the distribution of gifts for the prize-winning guessing activities;

(4) Coordinate the display of mooncake varieties in the kitchen;

(5) Provide group purchase mooncake pick-up coupons.

5. General Office and Human Resources Department:

(1) Responsible for the management of the lobby booth;

(2) "Thank you to customers and Kailai Hotel" "Mooncake Exhibition" invites personnel to provide leading services;

(3) Responsible for the layout of mooncake sales points in the square and organization of sales.

6. Marketing Department:

(1) Responsible for the design and production of advertising pages, building advertisements, and group purchase coupons for moon cake activities;

( 2) Collect the list of invitees for the "Thank You to Old Customers and Kailai Hotel Mooncake Exhibition", issue invitations, and send group text messages.

(3) Organize the program of "Thanks to Old Customers and Kailai Hotel Mooncake Exhibition" and maintain the order of the event;

(4) Assist relevant departments to organize mooncake booths and activities Venue layout;

(5) Responsible for leading, receiving, and seeing off important customers during the event.

6. Relevant working time requirements:

1. Contact the mooncake box manufacturer and design the box sample before August 18th, and the mooncake box will be in place before August 28th. (Purchasing Department, General Office)

The layout of the mooncake booth in the 2' lobby will be completed before August 25th. (Engineering Department)

3. The person in charge of collecting moon cakes and sales statistics will be in place before 8:30 on August 25. (Finance)

4. Outdoor advertising and promotional color pages should be completed before August 15. (Marketing Department)

5. The layout of the multi-functional hall at the "Thanks to Old Customers and Kailai Hotel Mooncake Exhibition" venue will be in place before 10:30 on September 5th (catering department, Engineering Department, Marketing Department)

6. The list of event invitees, invitation card distribution, and group text message notification should be completed before 12:00 on the designated date (September 2). (Marketing Department)

7. The organization of sales at online mooncake sales points will be in place before August 25 to start sales.

(General Office, Human Resources Department)

7. Others

1. Grade pricing: Type A 288 yuan/box

( Imperial Feast: Shark's Fin, Abalone Mooncakes (12 yuan, 3 pounds))

Model B, 188 yuan/box (Iron Box with Seven Stars and Moon, 8 yuan, 2 pounds)

Model C, 98 yuan/box (Family Reunion 6 yuan 1.5 catties)

Model D 58 yuan/box (Golden Kailai 4 yuan 1 catties)

2. What is the scope of the group purchase discount price?

35% off for 100 boxes or more, no commissions or rebates

20% off for 50 boxes or more, no commissions or rebates

One box free for 10 boxes or more

3. Is it possible to carry out sales with prizes?

For products with a discount of less than 20%, the marketers will be given a commission of about 15 yuan; that is, 45 yuan for section A, 25 yuan for section B, 15 yuan for section C, and 15 yuan for section D. Commission is 5 yuan.

Type C box costs around 500_25 yuan = 12,500 yuan

Type D box costs around 1,000_13 yuan = 13,000 yuan

Total: 55,000 yuan

2 . Moon cake raw material cost: Type A: 60 yuan/box

Type B: 45 yuan/box

Type C: 25 yuan/box

Type D: 12 yuan/box.

3. Banner: 80 yuan

4. Exterior wall printing: 300 yuan

5. Moon cake coloring page: 500 yuan

6. Inkjet printing in the multi-functional hall: 160 yuan

7. Two sets of Chang'e costumes: 300 yuan

8. Mooncake sales points and online marketing points at the lobby booth: To be determined

9. Cocktail party: The number of people has not yet been determined, so the cost is to be determined.

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