A good plan can make the activity more smoothly and achieve more fruitful results. Therefore, how to write a food promotion plan? The following is a summary of food promotion activities compiled by me for you, for reference only, and you are welcome to read it. Summary of food promotion activities (1)
In early summer, the peak season of beverage products has arrived, and competitors such as xx, xx, xx are competing with each other in the xxx market, and they are gearing up and attacking hard to implement new promotion strategies. How to give full play to the existing advantages, pre-empt efforts, seize market share and consolidate market position has become a top priority for xx Company. Summer is also the off-season of noodle products sales. How to make the off-season not dull, instead of making summer a "blind spot" for sales, it is necessary to organize a sales promotion of all products with some hot-selling products.
media campaign:
in order to make the promotion more influential and effective, it is necessary to "gain momentum and create momentum". Dahe Daily is the largest newspaper in Henan, and it is one of the top 111 newspapers in the world. Its circulation and public attention are among the best in its kind. So the theme slogan of this activity was named "Beautiful Life of Dahe xx". Emphasis is placed on expanding the brand's popularity and influence in the local market with the help of the popularity of Dahe Daily. Two weeks before the event, we began to put a full-page version of "Beautiful Life of Dahe xx" in Dahe Daily, and advertised bus stops, and warmed up the market through the media to lay a good foundation for later sales.
Activity arrangement:
1. The activity time is X month X day -x month X day. In terms of brand promotion and profit-making, June is the peak season for beverage sales, so beverage promotion has become the main activity item. During the whole activity period, we choose the middle four weeks, and choose different sets of products to promote profits according to different emphases every week, such as: xx, xx and other "tea" series products are a set of promotions, and "xx, xx" and other "multiple" series products are a set of promotions. Arrange the activities in this way, so that there will be new content every week, which will give consumers uninterrupted visual and psychological impact and enrich the activities.
2. "Buy and give" from Monday to Friday, which drives sales in the period of low popularity in the form of buying and giving (bundling of flour products and drinks). On weekends, the popular "limited-time, limited-amount surprise buying" will hit competitors and grab the "ultra-low special price and super gift" of tourists.
3. Public welfare activities
There is a public welfare activity attached to this promotion, which shows your love for my studies and the charity sale of xx products. This activity coincides with the college entrance examination, and the charity sale shows true feelings, while offering love, has well established the public image of the enterprise.
4. Develop a sketch contest
Develop a sketch contest for children's mothers, which not only enhances the parent-child relationship, but also expands the influence of xx brand among children. They are surrounded by brand changes when they are young, and cultivate their brand awareness and brand loyalty, which makes xx deeply rooted in children's hearts when they are young.
5. During the event, the director of Taiwan compatriots' Henan office and his party were also invited to give speeches at the event site, and major media reporters also visited the event site. The CEO of xxx Branch personally gave a speech to create momentum for the event!
Activity execution:
Department coordination
This activity involves planning, sales, finance, promotion, storage and transportation, etc.
1. Clear responsibilities in advance
As this "xxxx" activity involves many departments, all departments were mobilized and coordinated in advance, and detailed division of labor was carried out, with clear division of labor and responsibility to people. The planning department is responsible for the implementation and tracking of the whole activity, external publicity, hard and wide design, soft text writing and POP production; The promotion department is responsible for promotion, training and management of shopping guides, layout of shopping malls, management of on-site posters and POPs, and on-site management of activities. The storage and transportation department is responsible for checking the inventory to ensure timely replenishment; The sales department is responsible for maintaining good order at the scene.
the finance department is responsible for the collection of accounts.
2. Make preparations for various activities
When the "Beautiful Life in Dahe xx" activity enters the countdown stage, make preparations for all the work to ensure the smooth progress of the activity.
venue preparation: determine the venue of the event, especially the exhibition and setting up of outdoor activities during the event, which must be done well in advance.
material preparation: according to the scale of the activity, prepare corresponding promotional materials in advance, such as product leaflets, promotional activity leaflets, promotional banners, promotional gifts, promotional posters, prizes, etc. Ensure that all materials are in place the day before the event. The arrangement of display, goods delivery, advertising products, POP, etc. should be done well the night before the event, so as to avoid rushing to do it on the day of the event, let alone during the peak period of the event, so as not to cause confusion on the spot and inconvenience to the event.
personnel preparation: determine the on-site guidance, dispatcher and product promoter. During the activity, the shopping guide, the sales promoter and the person in charge of planning should arrive in advance, reconfirm that the preparation work is in place, and sort out the publicity products, display and layout, product and gift stacking and price tag. The person in charge of planning will follow up the whole process, understand the inadequacies of preparation and scheme, improve and adjust in time, and provide on-site counseling to the promoters.
Personnel training:
The personnel training of "Beautiful Life in Dahe xx" is divided into two parts: the first part is the training of executive members' activities; The second part is targeted sales training for sales promotion and shopping guides.
1. The executive training is guided by the person in charge of activity planning, and the content of the plan is fully explained by oral, written, graphic and on-site demonstration, so that every executive can achieve-global brand network-clear the purpose, policy, implementation process, matters needing attention and unified publicity caliber of the activity. The responsibility for preparation lies with people, and the completion time and checker are specified, so as to ensure that all the work is in place before the activity.
2. Targeted training for shopping guides.
Shopping guides and promoters are the core of the whole activity implementation process, and their words and deeds directly affect sales and brand reputation. Therefore, it is necessary to conduct targeted sales skills training for them, so that the shopping guides and promoters can more deeply understand the purpose and policies of the activity and master the sales skills. The training of selling skills includes the training of selling mentality (keep a positive and happy attitude from the first refusal of customers, and the selling skill is proactive), selling words (consumer objection answering words, target consumers) and so on.
Activity evaluation:
After the launch of this activity, the influence and reputation of xx brand among the people were well publicized, the market share was expanded, the sales volume was also increased, and the sales volume of noodle products was boosted. Overall, it was quite successful! Summary of food promotion activities (II) < P > I. Preface of meat food marketing planning scheme < P > With the increasingly fierce market competition, the means of competition are becoming increasingly diversified. Advertising plays an increasingly important role in market competition. Through advertising, consumers' confidence can be continuously enhanced and their ideas can be guided. With the increasing diversification of media methods, there are more and more choices for enterprises, which makes it difficult for many enterprises to choose one or several media methods to effectively publicize and promote products and enterprises.
At present, China's meat processing and production market is still in a period of development, with many manufacturers, mixed fish and dragons, immature legal environment and market order affected to varying degrees; Many manufacturers do whatever it takes to make profits. Jinhua's poisonous ham is a good example.
xx Company is a well-known company that produces and processes meat products in the island city. In the market competition, the company has improved its competitiveness through resource integration, and gradually formed a relatively complete product series. On the basis of traditional products, it has added grilled products. When "returning to nature and enjoying life" has become the pursuit of more and more city people, the unique grilled products will be favored or even sought after by people. At the same time, in the market competition, enterprises constantly use TV and newspapers to improve their popularity and publicize their corporate image; At present, enterprises are doing well in Qingdao and its nearby areas. With the development of the company, its market is also expanding, so it is necessary to enter new areas. In new markets, pre-advertising is more important. Under normal circumstances, its main role is to cultivate its brand awareness and popularity in the target market, not to increase its sales. Trains are the media connecting various regions and an important way of information dissemination. In addition, in order to adapt to the characteristics of train sales, the packaging should be improved to make the products more acceptable to passengers on the train, so as to effectively use this unique sales channel and ensure the sales volume to the maximum extent. At the same time, this brand-new exclusive sales model also shows the super strength and unique market expansion strategy of the enterprise, which is conducive to promoting products and enhancing the market appeal of the enterprise.
now, we solemnly and sincerely recommend a new media method-train TV media, which can bring you surprising results.
2. Feasibility analysis of meat food marketing planning scheme
1. Competitor analysis: At present, the meat food market in Qingdao is fierce, and brands such as Hope, Delis, Qinglian and Dewei also have a certain market share in Qingdao. They improve their market competitiveness and market share through continuous advertising and promotion activities, and xxx is facing a huge test.
hope has a long production history, established a huge sales network, built more than 411 monopoly chain stores, and established sales cooperation relations with many domestic and foreign shopping malls and supermarkets. The sales volume and reputation of hope low-temperature meat products rank first in all sales areas; Enthusiastic about social welfare undertakings, praised by all walks of life.
Dewei, integrating acquisition, processing and sales, with total assets of over 411 million yuan, has won many honors, ranking 15th among the top 51 enterprises in the meat industry in China, and is a leading enterprise in agricultural industrialization in Shandong Province. Have your own farm; The annual production capacity is strong, the product quality is high, and it is trusted by consumers. Especially recently, it has increased the publicity and the pace of market expansion.
Delis, who digested and absorbed the scientific concept of "low-temperature meat products" of foreign meat-eating nations, has great influence in China's low-temperature meat food industry. He has vigorously promoted his products and culture in TV media such as xx Satellite TV, and his slogan "I wish people a long time and accompany Delis" is even more well known. Efforts have been made to shape the image of modern enterprises, introduce the CIS image integration system in all directions, and actively carry out the "5S" activities.
Youth League, which was controlled by xxx Co., Ltd. in 21xx, has greatly enhanced its financial strength; At the same time, "xx" brand raw meat products are the only registered "Assured Meat" brand in Qingdao. It has a large customer base and influence in Qingdao.
The survival of enterprises must be achieved in competition, and only when there is competition can they be improved. The gathering of xxx, xx and other products in xx market not only shows the potential of Qingdao market, but also shows the fierce market competition. They have strong strength in the industry, both in capital and technology. If they want to survive in such cruel competition, they must actively develop themselves, publicize themselves and improve their enterprise competitiveness.
2. Analysis of enterprise competitiveness:
In xx, fierce market competition tells xxx that it needs to go out and seek better and broader development space, but it needs strong enterprise competitiveness to go out.
strong marketing efforts. Improve the market position and brand awareness and popularity through newspapers and TV broadcast media in Qingdao; Hold promotional activities from time to time to occupy the initiative of market competition; Recently, the public solicitation of corporate logos, on the other hand, shows the desire of enterprises to break through regional limitations and better participate in competition and expansion in other regions.
differentiated market positioning. Market-oriented, constantly increase new products and profit growth points, improve their market share, and gradually form a relatively complete product category.
advanced production technology. Strive to learn from foreign advanced experience and actively introduce and develop advanced production technology; The appearance of grilled products has filled the blank of meat food in China.
excellent service guarantee. Having its own logistics system can deliver the freshest products to consumers in the shortest time, which is undoubtedly very competitive for the meat industry with high fresh-keeping requirements.
strong capital strength. Strong ability in production, equipment, marketing investment, as well as fund raising and application; Have rich experience in risk assessment.
a good talent mechanism. Pay attention to the cultivation and reserve of talents, ensure that the enterprise has the right person in the right position in the process of expansion, and ensure the normal operation of the whole system; Strong technical research and development personnel, with strong product development capabilities.
the competitiveness of an enterprise is a comprehensive measure of various indicators, which requires the enterprise to achieve effective coordination and balance in all aspects in the development process. To sum up, xxx has the conditions to develop towards a higher goal in terms of capital, technology and talents. In the development, the most important thing is to fully integrate the current resources and turn them into an advantage, and deliver them to customers and consumers in a timely and effective manner. This requires us to create a new and broader information dissemination platform, stimulate consumers' desire for consumption, enhance their confidence in consumption and occupy the market initiative through a brand-new communication experience.
3. marketing strategy analysis: any enterprise needs to have a clear marketing strategy and develop gradually under the guidance of its market positioning. At present, the target market of xxx is mainly Qingdao and its nearby areas, but with the development of enterprises and the change of market situation, we need to go out and find new profit growth space. We should select the target market based on comprehensive conditions. GDP is an important measure. Because the north prefers livestock food, while the south prefers poultry and wildlife food, and the food culture in the south is very different from that in the north, we should focus on the northern market. Because of the special relationship between Qingdao and Shandong and the large GDP in Shandong, our preferred target market should be Shandong market, and the main markets in Shandong Province should be those towns with relatively developed economies. At the same time, we should also take into account the gradual development of Hebei, Jiangsu, Anhui and other surrounding areas, so when we choose advertising time, we should focus on these aspects. When choosing the marketing methods in new areas, we should first understand that advertising is an intangible investment, which needs a long process of adaptation and influence. In the early stage of the market, the input-income ratio should be fully considered. Secondly, in the market competition, the effect of competitive publicity in the same media is not ideal, and foreign media generally have a sense of protection, which has a great impact on our marketing methods and effects; Moreover, competitors have a certain market share in the local area, and local protectionism is more serious; Finally, because in CCTV, provincial satellite TV and other national TV media, the investment is large and the purpose is not strong, which has strong effectiveness in shaping the brand image, but the influence in the target market is not great. Therefore, the investment in advertising should cooperate with brand building and product promotion to achieve * * * win; The train media, it is with this feature, can shape the brand and target market.