Marketing plan daquan supermarket marketing plan summary

If supermarkets want to take the initiative in the fierce competition and obtain more customer resources, they must fully consider the purchase decision-making process of consumers. The following is my carefully collected supermarket marketing plan. Let me share it with you and enjoy it.

Marketing plan 1

Activity content:

(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: 200 _ 65438+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: Accidental injury insurance with the insured amount of RMB 2_, which will be given to 5 yuan (the cost is RMB 15).

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.

Marketing plan 2

Activity background:

August is entering the summer heat stage, and the weather is hot. People's shopping behavior is mainly concentrated in the morning and evening stages. The commodities they buy are mainly daily necessities, supplemented by certain summer products, such as watermelon, carbonated drinks, juice drinks, sunscreen and so on. In July, due to the adjustment of the store structure, the sales of stores declined to a certain extent. In order to better strengthen category promotion and sales of summer commodities, category promotion of summer commodities is formulated.

Activity purpose:

1, better consolidate and stabilize the member customer base, and draw and stabilize the surrounding customer base through the exclusive products of each member and certain lottery of members.

2. Through the category promotion of summer commodities, and make certain related promotions, fully tap the market share, and promote the overall sales of stores while rapidly promoting the sales of a large category of commodities.

Theme Promotion: The reserve price of ice is shocking.

Activity time: August 4th, _ _ _ August 12.

Objective: To pull and stabilize the surrounding customer base, take the commodities with shocking prices as the mainstream commodities, attract certain housewives and low-end consumer groups, quickly lock in the surrounding target customer base, increase the passenger flow, and finally realize the rebound of sales.

Category selection of promotional products: hr (high definition and high sensitivity) products (mainly products with high price elasticity ratio and high customer purchase rate) are mainly promoted in this category, such as eggs, rice, meat and oil.

Specific quantity allocation:

Fresh: about 10.

Fruits and vegetables: (2-3 pieces) such as watermelon, mung bean, rice, seasonal vegetables, etc. It is required to take the form of flat entry and flat exit, and try not to make negative gross profit as much as possible.

Meat: (1-2 pieces) such as: front leg meat (now the market of meat is hot and the price has risen obviously, so it is allowed to make 1 piece of shocking goods).

Cooked food: (2-3 pieces) Cooked food products are mostly high-priced goods with low price elasticity in gross profit, and the products with shocking prices can be listed as about 1 piece. For example, roast chicken and pot-stewed vegetables.

Bread: (2-3 slices) Bread is a commodity with high price elasticity and relatively stable customer purchase rate in Mao Lijiao. It is suggested to make 1 item with shocking price and 12 item with special price.

Food category: about 5 pieces.

Cereals and Oils: (2-3 pieces) Cereals and Oils, especially rice and edible oil, are commodities with low price elasticity and high customer purchase rate in Mao Lijiao. It is suggested to make 1 item with shocking price and 12 item with special price. If the oil price rises uniformly in the market now, if we can make special oil, it will definitely form a certain buying tide.

Category promotion: cool and heat-resistant in summer 100%

Objective: August is the hottest month in summer. The ancients said that it is extremely hot in dog days. There are intermediate and final volts in August, and the ultraviolet intensity and temperature are also considered as the whole year. Therefore, skin care products (such as sunscreen, sunscreen umbrella, etc. ) and deoiling facial cleanser are the main products this month, which will definitely create a certain sales peak.

Specific promotional items are selected as follows:

Food; (Main product selection) 50 pieces

Personal care: sunscreen, facial cleanser, facial mask, etc.

Personal cleaning: such as shampoo, shower gel, soap, paper towels, etc.

Household mosquito control: insecticidal water, mosquito-repellent incense, electric mosquito tablets, etc.

Non-food category (related commodity selection) 10.

Bedding: air conditioning quilt, mosquito net, etc.

Household appliances: fans, air conditioners, summer mats, etc.

Department store category: sun umbrella

Footwear: Sandals and Sandals.

Member-specific products

Objective: In order to better stabilize the customer base of the members, we have made about 8 products with shocking prices for the membership system.

Selection of promotional products: the main products selected are mr (unclear and insensitive) products, such as instant noodles, pressure cookers, cooked food, drinks and so on.

Attachment: Sales in the same period last year (August 3, 2006, August 12)

Income including tax

proportion

gross profit rate

gross profit rate

Food Zone

774728

53.68%

58804

8.83%

Non-food area

285206

19.76

37030

15. 19%

Fresh area

383209

26.55%

444 17

13.2 1%

Quandian

1443 145

140252

1 1.25%

Period: The number of visitors is 44,660, and the unit price is 32.438+0 yuan.

Division of activities:

Responsible department

Be in charge of this project

Store manager's office

1. Chief store activity commander.

2. Coordinate the activities of each group of shopping malls as a whole

Shop purchasing office

Responsible for the promotion of dm poster theme, the organization of goods and the stocking plan to ensure the all-round arrival of goods.

Shop management office

Overall supervision of activities.

Store customer service office

1. In-store broadcasting and publicity work.

2. The surrounding communities are investigated, and the broadcast draft is played circularly.

The business area of a store

1. Actively cooperate with all work.

2. Promote the activity plan of the shop assistant.

Marketing planning course

1. Overall activity planning.

2. Overall advertising, design of the atmosphere inside and outside the venue.

3. The layout of indoor and outdoor venues and on-site atmosphere, and the production of various props scenes are all ready.

4. Responsible for the promotion of activities in place, and the production and pasting of posters for various activities.

Marketing plan 3

I. Activity background:

After the Spring Festival, May Day will be the second peak season for sales. This period coincides with the "May Day" holiday, and the passenger flow will increase and the demand will be strong. In order to better seize this opportunity, this special planning activity is specially launched. This kind of promotion will stimulate and stabilize customers all over the world through the promotion of some low-priced sensitive goods and seasonal goods, thus establishing a good image of the host.

Second, the theme of the event: the feeling of home, the fun of price.

Three. Activity time: April 28th to May 10.

Fourth, the purpose of the activity: let customers and friends spend a relaxed, leisure, entertainment and money-saving holiday and enjoy the happiness of family shopping, thus promoting holiday consumption and increasing store sales.

Verb (abbreviation for verb) Location: In-store promotion

Contact manufacturers of daily chemicals and dairy products outside the store for promotion in different places, and contact 1 company for large-scale promotion (performance) in different places.

6. Promotion forms: gift purchase, on-site tasting, lucky draw, etc.

Seven. Activities:

1. "May Day", I want a commodity concentration camp of five yuan and one yuan to form a commodity sales area (snacks, small department stores, daily chemicals, etc. ) is the cover.

2. Preferential purchase of commodities: customers who shop all over 38 yuan at one time can enjoy a discount of 5 1 fold/kloc-0 /500g/person for rice.

3. Customers and friends who buy 38 yuan at one time can take part in the lucky draw and 78 yuan twice with their computer receipts. The more opportunities they buy, the more chances they will win the prize, and so on. The receipt is not accumulated, and it shall not exceed 3 times at most (on-site counters and home appliances will not participate in this activity). You can be lucky enough to get the following generous prizes: (See Prize Settings:)

First prize: a gift worth 300 yuan (5 in total).

Second prize: a gift worth 30 yuan (5 copies).

Third prize: a gift worth 10 yuan (20 copies).

Fourth prize: a gift worth 3 yuan (100).

Fifth prize: 1 yuan (500 copies).

Note: 1. On-site lottery on the same day, shopping receipts are not accumulated (multiple purchases).

2. All employees of our store are not allowed to participate in this activity.

Eight, promotional items options (* * * 150 items)

Fresh food category: 25 promotional items (5 pieces are needed for shocking price)

Shocking vegetable prices 1 item per day.

Second, the theme of the event: May Day promotion

Activity content:

First, take a deep breath of the sea. From April 28th to May 3rd, customers who shop all over 300 yuan in a supermarket branch can draw a lucky four-day tour of Hainan by lottery on the spot to experience the "sea taste" of the ends of the earth in Hainan.

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 3rd, all customers with points cards can buy the specified goods at a special price in a supermarket.

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

May1-May 3, 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.

Fourth, supermarket "May Day" special commodities: During the May Day period, a supermarket * * * launched nearly a thousand kinds of special commodities, including daily necessities, food, electrical appliances, clothing, fresh food and other commodities.

Marketing plan 4

Background:

Jiangkou County has a population of about 40,000, which is divided into old and new urban areas. The old city has a large population, and there are many main roads, pedestrian streets and commercial roads. The new urban area belongs to the new government area, and the newly-built county government, local town government and jiangkou county Entertainment City are all in the new area. Real estate developers in this area have established two residential quarters and a dozen private houses built by local residents. There are thirteen buildings (commercial houses) in the two communities, each with about 356 people and about 300 residential houses. There is a village not far from the development zone, with about 300 households. There are four people in each household, and the total resident population is about 1200. According to the government and real estate developers, the development zone will build a building materials market.

Haoyoulai Supermarket is located in jiangkou county New District, opposite the new county government (it will be relocated before May 201/year). Surrounded by the town government and thirteen residential buildings (with a population of about 4,600, all residents have not moved. ) and jiangkou county's entertainment. Moreover, about one kilometer away from the supermarket, there are about 300 households and more than 20 communities in a village, with large and small retail investors.

One: Environmental analysis

1: target residential group

Thirteen residential quarters, one village (about 300 households), county people's government, town government, jiangkou county entertainment city, and scattered houses (more than 20 households).

2. Now the target group

Ten minutes away from the supermarket, in the middle left are retail investors, market village population, other floating population and construction migrant workers.

Two: competitors

1: A large-scale store (comparison)

Have certain competitiveness.

2. The other five are retailers.

Not competitive, but can produce customer interception.

Both of them are not in the business circle.

Three: transportation:

1: There is a bus stop.

Located at the crossroads, there are two main roads.

Four: the problem

1: The supermarket is located in jiangkou county New District. The residential group said that the new county government has not moved yet, and 13 houses have been sold out everywhere, two are under construction and the rest are under construction. All the residents have not moved out.

2. Because the supermarket is located in the newly developed area, there is no place for the public to use such as the vegetable market nearby, which shows that the supermarket is now in a single situation. It is difficult to attract customers by using other resources.

Five: the strategy of migrant workers:

The current target groups and problems show that migrant workers are the sum of the main target groups and judge the current number of migrant workers. As a result, a huge consumer group appeared.

1: product strategy (depending on the living habits of migrant workers)

2. Price strategy (low price and affordable)

The future trend of verbs (abbreviation of verb)

1: From the environmental analysis, competitors do not pose much threat (none of them are in the business circle).

There will be many people alive in the future.

3. The target residential area is Jiangkou high-grade residential area (from this point of view, it has high consumption capacity).

According to the residents nearby, there will be a building materials city in the business circle.

5. The relocation of the county government will hopefully create a new economic zone in Jiangkou (but due to the local market customs, this economic zone is not suitable for the market, so it loses its advantage).

VI: Threats (Hypothesis)

Based on the analysis of residential groups, target customers and future trends. It is very likely that there will be a large supermarket in this area in the future.

Housing is divided into three stages:

The first stage: eight buildings have been completed and four buildings have been sold out. The remaining four buildings are under construction.

Phase II: Three buildings are under construction.

The third stage: two buildings have just finished laying the foundation (including the imaginary supermarket stronghold)

Household relocation is divided into three stages:

Phase I: Resettlement of about 400 residents. (Phase I residence) lasts for half a year.

Phase II: Relocated households, about 800 people. The second period of residence is one and a half years.

Stage III: Relocation of households, about 1000 people. (The third stage of residence) lasts for two years.

Assumption: If the size of this supermarket is the above assumption, the estimated time is one and a half years later. Because in the first stage of moving in, the supermarket can't pay for everything and will be at a loss. So the estimated time is set at one and a half years later. (But in terms of time, it will give Haoyoulai Supermarket enough room for development and establish its market position. )

Judging from this analysis: it is envisaged from three aspects, but the implementation time is one year later. Because it takes a year to build a supermarket facade.

The first aspect: the supermarket has five facades, covering an area of 250 square meters. Preliminary estimate of funds (x million). However, it is estimated that 70,000 pounds will be provided to the store. The opening time of this scale supermarket is in the second stage.

The second aspect: the supermarket has six facades with an area of 300 square meters. Preliminary estimate of funds (x million). However, the funds supplied to the store are estimated at 90,000 pounds. The opening time of this scale supermarket is in the second stage.

The third aspect: the supermarket has seven or eight facades with an area of 350-400 square meters. The initial estimated capital is (x million), but the bottom of the supply store is between 10 and 12. The positioning time of this scale supermarket is the third stage. It is necessary to consider whether local residents can make a supermarket of this size profitable.

Suppose the threat level of competitors is subdivided: on the one hand, competitors are threatened, and in the second stage, the third party is in a wait-and-see state (adjust the strategy at any time according to the situation).

Marketing mode:

1: Short-term strategy

2. Medium-term strategy

3. Long-term strategy

All three must be based on capital, supermarket capacity, resources, the number of relocated households at each stage and the progress of housing construction. Think about it.

One: Short-term (half a year)

Current target group:

According to the data, the surrounding villages are all retail investors ten minutes away from the supermarket (but some of them will be intercepted by competitors)

Strategy:

Judging from the current situation, today's target group is the main customers of supermarkets and the most important profit point.

Execute the strategy from the starting point of hypothetical competitors.

1: product pricing

Step 2 increase visibility

Step 3 enhance reputation

4. Core competitiveness (pooling resources)

5. Adjust the strategy as the environment changes.

product pricing

1: Pricing is based on the comparison of three big supermarkets in jiangkou county ()

2. Pricing according to product space

3. Psychological pricing (for example, transparent products are positioned at low prices and opaque products are priced at high prices)

Raise awareness

1: Publicity (production of large advertising banners)

2. Product and price (using word-of-mouth marketing)

3. Service attitude

4. Can you add distinctive products (word-of-mouth communication through product differentiation)?

enhance one's reputation

1: service attitude

2. The product is superior and the price is favorable.

3. Supermarket shopping environment

core competitiveness

1: Decentralize funds

Divide existing funds into stocks. For example, the best-selling products are advanced, the available products are few, and more products are added, which makes the products more diversified.

2. Centralized multi-product categories

3. Supply chain (is there an advantage)

2. Mid-term (six months to one year)

Medium-term marketing strategy, from the number of moving households, the development of the surrounding environment, short-term strategy to consider.

1: resource integration

2. Capital advantage

3. Customer resources (formulate corresponding strategies)

Resource integration

According to the number of relocated households.

1: Find a gas dealer and see if it can be sold on behalf of others (highlighting the convenience advantage).

2. Looking for mineral water classics

Sellers, see if they can sell on their behalf (to further create convenience advantages)

3. See if a person wants to run errands (run errands for customers and handle some chores, such as electricity, water, telephone), and charge according to our customers or non-customers. Two educational resource networks/I'll sort it out for you.

Financial advantage: expand business scale (pay attention to whether the environment will limit the expansion of business scale)

Customer resources:

1: handle the corresponding membership card system.

2. Conduct monthly, weekly and daily activities.

Three: Long-term (one to two years later)

Long-term marketing strategy, through short-term strategy to medium-term (depending on whether the assumed conditions enter) strategy, the number of households in the whole region, the flow of people, and the surrounding environment to consider.

1: product repricing

2. According to the assumption of competitors' entry strategy.

3. Attracting investment (such as introducing commodity suppliers such as vegetable vendors) Note: It must depend on the size of the supermarket.

Product repricing

1: supermarket scale

2: Suppliers

3. Supermarket operation status

Make a strategy based on the assumption that competitors will enter

1: improve from the medium-term strategy. Consider whether you have the ability to expand.

2. The environment where the supermarket is located and the factors that limit the expansion of the supermarket.

3. If it is assumed that competitors appear, it is necessary to formulate strategies according to the categories operated by competitors.

Investment promotion strategy

Two factors will restrict the implementation of investment promotion strategy.

1: Suppose the supermarket can expand.

2. Unlimited supermarket expansion in the lot environment

Strategy: If neither factor exists.

1: Buy pot-stewed vegetables (this strategy must be adopted according to local eating habits)

2. Add a facade to create a lettuce area (see if there is a vegetable market in the root area), and divide it according to the facade area to attract investment. Because some conditions are set (this strategy depends on whether the supermarket has enough funds and the supermarket itself). For example, recruit food stalls near supermarkets (the reason is to attract those retail investors). First, there is no charge one month or several months before the implementation (because they can see that they are making more money in the supermarket than in the original place). Second, once they make money, supermarkets should adapt to charging a certain fee.

3. Investment promotion for other products (same as above)

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