2022 Mid-Autumn Festival moon cake marketing program copywriting

Because the main activities of the Mid-Autumn Festival are centered around the "moon", so it is also commonly known as the "Moon Festival"; Mid-Autumn Festival moon is complete, symbolizing the reunion, and therefore also called "reunion festival". The moon is a symbol of reunion, so it is also called the "reunion festival". Here is what I bring to you 2021 Mid-Autumn Festival moon cake marketing program copywriting 5, I hope to help you!

2021 Mid-Autumn Festival mooncake marketing program copy 1

I. Summary

Mid-Autumn Festival is a traditional Chinese festival, consumers are more active during this period, it is easy to form a consumer hotspot, so this period of time has become a great opportunity for businessmen to fight.... This plan according to the major moon cake manufacturers to launch the moon cake gift, comprehensive analysis of various factors in the consumer market, the moon cake products into the market to make a feasibility analysis and sales proposals.

Second, the background market analysis

(a) Background analysis

According to the Social Survey Institute of China (SSIC) recently announced a questionnaire survey on how to spend the Mid-Autumn Festival in Beijing and other nearly 10 cities across the country 2000 members of the public, 53% of the interviewees said that they would go to visit their leaders or partners at work. Today's people are no longer satisfied with the family get together to eat a meal so simple, the Mid-Autumn Festival consumption tendency has some new changes, some people image of this kind of consumption is called: "moonlight economy". Recently, some people have even proposed to take the Mid-Autumn Festival as a legal holiday, in order to travel and shop, visit friends and relatives. Although this proposal may not become a reality in the short term, but can be expected, every year, the Mid-Autumn Festival will be a consumer boom once again rise of a holiday.

(B) market analysis

With the improvement of people's material living water, the provisions of national policy, especially under the guidance of public opinion, people have been not only satisfied with the Mid-Autumn Festival feast, send cigarettes and wine, but began to pursue a more noble way to contact feelings, said celebrations, so it is expected that every year after the Mid-Autumn Festival consumer spending will be more and more diversified.

Mooncakes as an indispensable and unusual commodities into the ordinary consumer family, due to both traditional meaning and gourmet flavor, mooncake packaged gifts can bring greetings to people at the same time, but also allows people to accept the delicacy of food. The trend of its development is very attractive, great market space, lucrative returns, strong purchasing power and demand, making it a never-failing sunrise industry.

Third, marketing strategy

(a) product positioning

Delicious, beautiful and generous, with high taste and strong traditional flavor, suitable for gifts to friends and relatives, their own consumption and moderate price of a mid-autumn products. The products will be divided into high-grade, mid-range and low-grade three.

(B) the target market

moon cake as a gift of this product positioning is to large and medium-sized enterprises and institutions of the collective consumers, as well as a portion of the economic income of the consumers of the integrated market, the specific classification is as follows:

1, for the focus of the customer, you can send salesmen to contact a large and medium-sized enterprises, release of product information, introduction of product features, understanding of the product characteristics. Product information, introduce product features, understand customer demand, and lose no time to facilitate the order

2, to all kinds of shopping malls, food stores as a platform, to provide appropriate advertising support, and give certain preferential terms of the agency

(D) Marketing Recommendations

1, because the moon cake is a more seasonal characteristics of the food, although in the Mid-Autumn Festival is a rational consumer goods, but the usual sales are too small. consumer goods, but usually too little sales, it should be recommended to increase the sales force in the Mid-Autumn Festival, expanding the product promotion channels.

2, to gain the advantage of time, the first to start, and strive to complete most of the orders before the Mid-Autumn Festival a week before the basic.

Fourth, opportunities and problems analysis

(a) Opportunities and advantages of the analysis

As consumers in the Mid-Autumn Festival period of consumption has become more and more diversified, and in the Mid-Autumn Festival is easy to form a consumer boom, especially the moon cake as a traditional consumer goods in the Mid-Autumn Festival, has been able to attract the attention of consumers to cause the impulse to buy, so as to form the obvious hot spots of consumption.

(II) threat and disadvantage analysis

In the face of the market more and more moon cake sellers, competition is also more and more, the formation of the market is also more and more big. In particular, the general sales can not be as large as some large professional manufacturers can successfully enter the large shopping malls, or even have their own stores, which is the biggest disadvantage of the general sales.

1, the face of the market a wide range of moon cake types, how to make this moon cake products more attractive to consumers' requirements?

2, how to overcome the information asymmetry in the mid-autumn market, the target customer needs?

3, after the Mid-Autumn Festival moon cake sales into the doldrums, how to ensure sales?

V. Specific program of action

(a) Preliminary, research stage.

To start with the market situation we now have, for the target market, especially the important target market tracking survey, timely understanding of the target market information, research and analysis of the target market range of demand and target market trends.

(ii) Mid-term, distribution stage.

Send sales staff, with our understanding of the target market information, the target customers to visit, inquiries, and in the expected time to complete most of the ordering task.

Through a variety of means, to grasp the customer's needs and opinions, suggestions, and strive for the second order to complete the sales plan.

Six, risk control

For the analysis of the problem may exist in a variety of risks, as well as a variety of issues arising from the various stages of the research, the plan to amend the timely, so that the risk is minimized. Strengthen the sales, storage, transportation and other stages of the moon cake this food safety control, etc..

2021 Mid-Autumn Festival mooncake marketing program copy 2

First, the background of the activities:

With the arrival of the Mid-Autumn Festival, the traditional Chinese festival, many businesses aiming at the Mid-Autumn Festival business opportunities around the mooncake and other Mid-Autumn Festival gifts to do the full article. We are based on the "Taoxiangcun", the leading confectionery company, to seize the Mid-Autumn Festival this favorable opportunity, trying to achieve the development of a new form of brand mooncake promotions, the development of this promotional planning and design.

Second, the promotional objectives:

1. Mid-autumn mooncake consumption to drive the sales of the store, the image of the store to activate the sales of mooncakes. Reunion moon, reunion love, "Taoxiangcun moon cake" sent home.

2, through the Mid-Autumn Ambassador gift-giving good words and deeds to infect customers, enhance the corporate image.

3. Provide convenience for customers and attract more customer base.

4, convey emotions for customers.

5, this activity as the basic, can be extended to other holidays, such as Christmas or New Year's Day and so on.

6, to increase the means of competition, make a difference. (Marketing program planning book )

Third, the commodity promotion environment analysis:

(a) Macro market factors have a great impact on the enterprise, and this influence factors can not be controlled by the enterprise. Enterprises can only study the macro-environment and its changes, looking for opportunities in their favor, in order to occupy the market and obtain greater economic benefits.

Macro-environmental factors are:

1. Demographic factors: Mid-Autumn Festival, family reunion, consumers are more concentrated, conducive to the promotion of goods.

2. Economic factors: when the financial crisis, stimulate domestic demand, stimulate consumption.

3. Social and natural factors: the Chinese people attach great importance to this traditional festival, driven by the cultural flavor, also set off a consumer storm.

(b) "The customer is God", only our promotional products to meet the needs of consumers, to win the trust of consumers, in order to Mid-Autumn Festival, family reunion, "Taoxiangcun mooncake" to bring you happiness and contentment.

1. Consumer behavior and psychology: the Mid-Autumn Festival, doubly thinking of relatives; family reunion over the Mid-Autumn Festival. Mid-autumn gift-giving, relatives and friends visit and other consumer behavior, consumers in the consumption process for product selection has its own psychology, promotions to seize the consumer psychology of reasonable promotions

2. Consumers need the level of service: in the relatively competitive mid-autumn mooncake market, the consumer pursuit of good quality and low price of the product, the old Taoxiangcun mooncake already have a variety of market advantages. Meet the need to improve the level of service.

3. Consumer purchasing power analysis: consumers seek to meet their needs and inexpensive goods, our promotion based on low price, high quality, truly affordable for customers, but also adapted to the purchasing power of customers.

4. Consumer environment analysis: consumers in the many moon cake promotions, the choice is wide, we will limit the promotional process to improve the promotional environment, improve the quality of service, is the consumer in the promotion of the real feeling of a win-win situation.

(c) Modern society is a competitive society, "Mid-Autumn Festival mooncake" competition will be more intense, only to beat the competition, in order to make our "rice cake" have a greater sales volume, get more profits.

1. Competitor's strategy: in the same period, the use of a variety of ways to promote, such as shopping malls, supermarkets, and other products tied together to promote.

2. Competitor's goal: to further expand the brand effect and increase sales profits.

3. Advantages and disadvantages of the competitors:Advantage is the expansion of a wide range; disadvantage is a single means, high cost, transportation inconvenience.

4. Competitor's response mode: there is a complete service organization, the effective cooperation of various departments, can meet the needs of consumers in a timely manner, to receive feedback from consumers.

(D) internal environment analysis

1. Resources: can contact with manufacturers in a timely manner, the source of goods, will not cause the accumulation of goods or off-sale.

2. Competitiveness: high quality and low price: convenient transportation: strong teamwork, diversified means of service.

3. Logistics output and input: easy transportation, basic "zero inventory".

4. Production operation: assembly line operation, quality assurance, efficient production.

IV. Advertising analysis:

1. Advertising objectives: through large-scale advertising, to achieve the realization of promotional activities and extensive.

2. Advertising cost:1000 yuan

3. Advertising message:publicize the brand, improve influence, expand sales channels and increase sales.

4. Advertising media: newspapers and leaflets

5. Evaluation of the advertising effect: to achieve promotional purposes during the festival, in the minds of consumers to establish the brand awareness of the Taoxiangcun; further publicize the Taoxiangcun old corporate culture !

V. Activities:

1, time: _ month _ - the day before the Mid-Autumn Festival

2, location: activities are limited to the city of Huizhou

3, the activities of the preparations:

1, to arrange a certain amount of transportation with the "Mid-Autumn Festival Ambassadors.

2, the driver must be familiar with the urban driving routes, the requirement to minimize the time consumption in the delivery process, improve the delivery efficiency.

3. The "Mid-Autumn Ambassadors" will be educated on language and movement, and learn how to deal with problems.

4. Improve the selling price of mooncakes to maximize the overall profit.

5, contact card dealers, buy a certain number of beautiful cards, according to the object of the gift of different categories of cards, such as: Valentine's card, loved ones card, friend card, and so on.

4, the activities of the promotion: in the activities of the implementation of a week or so before the posters in the mall to publicize the activities, but also through the newspaper, radio and other ways to strengthen the breadth of publicity. But to carry out a certain costing can be implemented. Publicity should try to achieve a simple and easy to understand language, and the need for special circumstances necessary to explain.

Sixth, Note: 1, the customer to buy gifts according to their requirements for packaging, and ask and register the request for delivery of the detailed address and delivery time period, to allow customers to provide their contact phone number and the recipient's contact phone number to facilitate the gift can be contacted when there are special circumstances.

2, "Mid-Autumn Ambassador" of the words and deeds on behalf of the honor of the mall, must be "ambassadors" for strict selection, image and language affinity must be good, and for possible problems must be on The "ambassadors" must be educated about the problems that may be encountered.

3, in order to avoid some problems, the delivery of this activity can only be limited to the mid-autumn gifts, can not involve cash, in the packaging must be checked on the gift, there can not be cash.

4, due to the possibility of customer refusal, etc., in the event of publicity should be explained, and explain that the occurrence of this situation shopping malls to return the original gift contact with the customer.

5, there is a refusal to accept or the customer is not in the case, the "ambassador" must contact the person in charge of the shopping mall as soon as possible, informed of the situation to continue with the next task, by the mall staff to contact the customer or the recipient of the gift to inquire about the solution.

6, the gift must be sent to the mall for the products purchased, the buyer must leave a real contact number and name, such as the number left in error caused by the return of the goods can not be returned to the mall after 7 days have the right to deal with this point should be in the publicity or activities carried out to explain.

7, the card in the self-written gift is the customer for the recipient of the most sincere wishes, is the emotion of the frank disclosure, so the selection of the card must pay attention to the appearance of its fine and inside the text of the connotation. If the price of moon cakes to do adjustments, the card can also be changed to calendars, of course, inside the mall to have the relevant introduction. It's a good idea to publicize it.

2021 Mid-Autumn Festival mooncake marketing program copy 3

I. Activity background

August 15 Mid-Autumn Festival is a traditional Chinese festival, every festival twice as much as the family, the mooncake has become a gift to our friends and relatives, to express blessings of the gift.

Second, the theme of the event

The festival twice to miss their relatives, moon cakes to pass the true love

Third, the purpose of the event

1, to establish a humanistic image of the Miqi, and at the same time to promote the increase in sales

2, to provide convenience for the customer, to attract more customers

3, to increase the popularity of the company's reputation 4, the dissemination of the corporate image to enhance the power of the brand image. Brand image power

Fourth, the activity time

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

Fifth, the promotion place

The major shopping malls counters, supermarkets, windows and stores

Sixth, the activities of the content

1, to carry out group-buying business, the group purchase of concessions, to facilitate the distribution of benefits to the various units of the institution, where One-time shopping amount of more than 1000 yuan, free delivery (within 5 miles).

2, for different groups of people, the development of a variety of prices ranging from the moon cake gift box, is a gift to friends and relatives, the festive season gift of choice

3, shopping full of 180 yuan that is the gift of exquisite gift boxes, or a gift of 30 yuan voucher, can be exchanged for any goods in the store.

4, shopping both send a gift (candy and other small gifts)

VII, publicity

Posters in the sales locations, issued flyers, and through radio, television and other media advertising.

VIII, store decoration

The restaurant and the lobby of the environmental layout, as far as possible to highlight the "peaceful, reunion, celebration" of the Mid-Autumn Festival atmosphere

IX, dining features

1, September ___ the same day, the production of a large mooncake, placed in the lobby during the day on display, to create a festive atmosphere of reunion. The atmosphere. Before the official meal set up a large incense case, the moon cake on the incense case, the hotel general manager and star representatives to come up to cut the large moon cake, and announced the start of the reunion meal.

2, set up a main table in the middle of the restaurant (about 10 people), for the crew to participate in the reunion dinner and star with. In principle, each hotel to invite a theater group.

3, according to the needs of tourists, the production of economic and so on, warm and so on, luxury and so on the reunion banquet standards, and provide menus, menus listed in the name of the dishes must have "reunion" symbol, specific implementation by the hotel. The company's unified publicity, the specific booking of meals by the travel agency to contact the hotel, booked until the end.

2021 Mid-Autumn Festival mooncake marketing program copy 4

Launched the "quality service month" activities, providing free packaging services, mooncakes (hampers) free delivery service, mooncakes (hampers) telephone ordering services, gift basket delivery services, on behalf of the Mooncakes (hampers) mailing service, etc., through the strengthening of quality control and service in the competition to gain an advantage.

Mid-Autumn Festival mooncake promotional merchandise requirements

1, mooncake requirements:

1) mooncake varieties to focus on the local public favorite brands, there are different flavors, new varieties of branded mooncakes developed by the business, the price point of the high school and low three grades, to meet the needs of different classes of customers' consumption;

2) mooncake suppliers are required to send promotional lady and provide mooncake tasting activities.

3) August 25 before the completion of the moon cake hampers a street.

2, hamper requirements:

1) This promotion is based on the sale of self-selected hampers, stores set up their own name and item combinations of bundled hampers packages, and focus on display.

2)Designated hampers launched high-grade (more than 1,000 yuan), mid-range (300-800 yuan), low-grade (80-198 yuan). Purchasing Department designated the number of gift baskets about 8 kinds.

3) Empty gift baskets recommended price of 10 yuan, the procurement department to prepare three types of packaging empty gift baskets.

4) Optional gift basket merchandise value of more than 200 yuan can be free 10 yuan gift basket.

3, cigarettes and alcohol requirements:

1) the main promotion of cigarettes and alcohol, the Purchasing Department shall require the supplier to provide empty boxes (one per store).

2) The main promotion of gifts must be displayed prominently, can also be displayed in the "moon cakes, hampers" in a street.

3) alcohol and tobacco promotional items: the Great Wall red, Remy Martin, Hongtashan, 555, China, Yuxi, Hibiscus King, good day and other branded goods.

4, drink, health care products, tea

1) drink, health care products, tea is also a good gift, but also to have more special support and a large number of displays. The number of varieties is not less than 20, the newsletter to do two pages.

2) Suggested promotional items: Wanji, Comfort, Joy and other branded items.

5, candy, cookies, water and milk

1) Candy, cookies, water and milk in the mid-autumn period sales will also have a large demand. It is also necessary to select 20 items in such goods to do promotions.

1) candy, cookies promotional merchandise can be selected Gatton candy, Xufuji, Jinsha chocolate, Dove chocolate, Yili milk, Mengniu milk and other branded merchandise

2, North and South dry goods, more than selected gift packages to promote more

3, cereals and oils, recommendations: gold dragon fish, golden elephant rice, ___ own brand rice.

4, daily use, household groceries, spices normal special

5, fruit requirements:

1) Seasonal fruit special sales, highlighting the amount of sense, such as apples, pears, Sunkist orange, persimmons, redti.

2) Do fruit gift basket merchandising, choose the more beautiful appearance of the fruit, mainly: orange, cilantro fruit, green apples, plum, black beauty watermelon, bananas and so on. (The above fruits can not do specials or do a small amount of specials)

3) Fresh Department and suppliers to do a good job of communication in advance, the supplier is required to provide the appearance and quality of the best fruits to ensure that the quality of fruit gift basket packaging.

4) stores to strengthen the acceptance of fruit gift baskets. The fresh food department is responsible for preparing fruit gift bags and fruit gift boxes.

10, other fresh commodities requirements:

1) Mid-Autumn two-stage newsletter should have 1-2 varieties as "sacrificial commodities" loss-making sales to attract traffic. Each variety of promotional time 3 days

2) three birds, aquatic products need to have special price support.

2021 Mid-Autumn Festival mooncake marketing program copy 5

I. Activity purpose: to take advantage of the Mid-Autumn Festival, combined with the actual situation of the hotel and the traditional Chinese national customs, to direct sales, to promote the whole sales, to achieve the double harvest of economic and social benefits.

Second, the activities of the organization:

Leader: Wang Xiang

Deputy leader: Zhang Li Liang Ruicheng

Members: marketing staff and department managers

Third, the activities of the time:

20_Year_Month_Day - 20_Year_Month_Day

Fourth, sales channels and promotional activities:

(1) sales channels for the major enterprises and institutions, hotel agreement customers;

(2) in the lobby to open the moon cake tasting promotional booths, promoters wearing Chang'e-style clothing, the first-line service desk and all guest rooms placed in the Mid-Autumn Festival Moon Cake sales promotional colorful pages

(3) through the Marketing Department and the Food and Beverage Department to the city to sell the major units door-to-door, visit customers (3) through the marketing department and the catering department to the city's major units of door-to-door sales, visit customers for large orders;

(4) sales by departmental distribution;

(5) the implementation of the hotel sales, take commission sales system to stimulate the sales enthusiasm of the staff;

(6) held a mooncake tasting and sales fair and thank you to the old customers cold dinner reception;

(7) in the hotel's Web site and the network to book rooms to set up a mooncake sales point booking rooms set up moon cake sales points;

(8) potential stores, supermarkets, sales agents.

Fifth, the relevant departments responsible for the work

1, Food and Beverage Department:

(1) to assist the Engineering Department of the lobby mooncake booth layout;

(2) responsible for the "thank you to the old customers and the Kelai Hotel mooncake exhibition" venue - the design of the table type, layout

(3) Thank you reception `preparation, service;

(4) to assist the marketing department to maintain the "thank you to old customers and Kelai Hotel moon cake exhibition" activities order.

2, room service department:

(1) do a good job in the lobby service staff of the Mid-Autumn Festival promotional activities to the customer publicity;

(2) will be the Mid-Autumn Festival promotional coloring pages placed in the guest rooms;

(3) design of Mid-Autumn Festival in the guest rooms complimentary moon cake sales program, and do a good job of moon cake sales statistics.

3, Engineering Department:

(1) is responsible for "customer appreciation and Kelai Hotel mooncake exhibition cold dinner reception" venue, activities during the sound, lighting, projector debugging;

(2) to assist the marketing department to paste the building large advertising pictures;

(3) is responsible for the lobby of the mooncake booth production;

(4) is responsible for the mooncake booth production;

(5) is responsible for the mooncake booths in the lobby of the hotel. Mooncake booth production;

(4) Responsible for the construction of the hotel plaza mooncake point of sale.

4, Finance Department:

(1) organization and printing of Mid-Autumn Festival promotional pages;

(2) to provide "customer appreciation and Kelai Hotel mooncake exhibition" prize competition activity prizes;

(3) to assist the Marketing Department to organize the distribution of prize competition activity gifts;

(4) to provide the "customer appreciation and Kelai Hotel mooncake exhibition" prizes;

(5) to assist the Marketing Department to organize the distribution of prizes;

(6) to assist the Marketing Department to organize the distribution of prizes;

(7) to assist the marketing department to organize the distribution of prizes.

(4) Coordinate with the kitchen to display mooncake varieties;

(5) Provide group purchase mooncake coupons.

5, the General Office, Personnel Department:

(1) is responsible for the management of the lobby booth;

(2) "Thank you for the customer and Kellett Hotel mooncake exhibition and sale" invited personnel to do a good job of leading services;

(3) is responsible for the Plaza mooncake point of sale and the organization of the sales point of the layout.

6, Marketing Department:

(1) is responsible for the moon cake activities, advertising pages, building advertising, group purchase coupon design, production;

(2) statistics, "thank you to the old customers and the Kellett Hotel Moon Cake Exhibition and Sale" invited list of people, the issuance of invitations, mass text messages.

(3) organization of "thank you to old customers and Kelai Hotel mooncake exhibition" program and maintain the order of the event;

(4) to assist the relevant departments for the mooncake booths, the layout of the event venue;

(5) is responsible for activities during the important customers to lead, reception, welcome and send off.

Six, related work time requirements:

1, August 18 before contacting the moon cake box manufacturer and design box samples, 28 before the moon cake box in place. (Purchasing Department, General Office)

2'Lobby mooncake booth layout completed by August 25th. (Engineering Department)

3, the person in charge of collecting mooncake goods and sales statistics was in place before 8:30 on August 25th. (Finance)

4, outdoor advertising, publicity color pages completed before August 15 . (Marketing)

5, "thank you to old customers and Kelai Hotel mooncake exhibition" venue - multi-function hall layout on the designated September 5, 10:30 before all in place (catering, engineering, marketing)

6, Activities to invite the list of personnel, invitations issued, group text message to inform the designated date (September 2) before 12:00 completed. (Marketing Department)

7, the organization of the network mooncake sales points in place before August 25 to start selling .

(General Office, Personnel)

Seven, other

1, grade pricing: A paragraph 288 yuan / box

(Royal Feast: Shark's fin, abalone mooncake 12 pieces of 3 pounds)

B paragraph 188 yuan / box (Iron Box seven stars with the moon 8 pieces of 2 pounds)

C paragraph 98 yuan / box (reunion of the family 6 pieces of 1.5 kg)

D paragraph 58 yuan / box (Golden Kailai 4 yuan 1 catty)

2, the group purchase of the preferential price range?

More than 100 boxes of 6.5% off no more commission and rebate

More than 50 boxes of 20% off no more commission and rebate

Full of 10 boxes of a box

3, can we carry out the sale of prizes?

20% off or less to give the marketing staff commission of about 15%; that is, A paragraph 45 yuan, B paragraph commission of 25 yuan, C paragraph commission of 15 yuan, D paragraph commission of 5 yuan.

VIII. Activity budget

1, the moon cake box production: A box 200_60 yuan or so = 12,000 yuan

B box 500_35 yuan or so = 17,500 yuan

C box 500_25 yuan or so = 12,500 yuan

D box 1000_13 yuan or so = 13,000 yuan

Total: 55,000 yuan.

Total: 55,000 yuan

2, the cost of raw materials for moon cakes: Model A: 60 yuan / box

Model B: 45 yuan / box

Model C: 25 yuan / box

Model D: 12 yuan / box.

3, banner: 80 yuan

4, the exterior wall spray painting: 300 yuan

5, moon cake color pages: 500 yuan

6, multi-function hall spray painting: 160 yuan

7, Chang'e suit two sets: 300 yuan

8, the lobby booth moon cake point of sale and Internet marketing points: to be determined

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

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