5 Sample Promotional Planning Programs

In order to ensure that things or work can be carried out without error, it is often necessary to formulate a well-thought-out program in advance, the program is a comprehensive consideration of the factors related to the matter or issue of the written plan. So the question is, how should the program be written? Here is my help for you to organize the promotional planning program 5, I hope to help you.

Promotion Planning Program Part 1

Activity Purpose:

1, to expand and improve the brand image and reputation of XXX supermarket.

2, deepen the communication with consumers, so that they become our long-term customers.

3, enhance the contact with suppliers, and strive for greater supply support.

Market Analysis:

The Spring Festival is the festival of many businesses competing for the huge consumer space it brings also makes the merchants have made every effort to compete. In the face of the Spring Festival, the major supermarkets should not be able to take over the promotional activities, consumers and how to choose it?

As the standard of living continues to improve, the consumer's concept of consumption is also gradually changing. Consumers are not only concerned about the price, but also concerned about the whole family together to buy new year's goods this happy consumer experience. Therefore, if you want to become the first choice of consumers to buy New Year's Eve, the first thing to consider is how to make the promotional activities to meet the two needs of consumers at the same time.

How to capture the market, grasp the source of customers, and effectively induce consumption has always been a close concern of the supermarket. Supermarkets usually use one of the promotional tools: a number of lower profits and a wide range of consumer goods (such as rice, eggs, etc.) to sell at a very low discount.

This makes consumers think that the supermarket commodity prices lower than other supermarkets in the illusion, so that consumers buy these cheap commodities when, incidentally, the other goods are also good to buy. This stimulates the consumer's desire to consume, according to the consumer characteristics of the supermarket one-stop shopping, and in this way drive the overall growth of sales.

Through a small part of the cheap goods to attract traffic, so as to drive the sales of other goods, this is the usual supermarket promotional methods. But now this fixed commodity discounts on the attraction of consumers gradually weakened, consumers tend to pay more attention to their needs on the product promotional information.

Every year at Chinese New Year, consumers have their fixed purchases of goods such as candy, liquor, and so on, and supermarkets also utilize low-priced promotions of these goods to attract consumers. If you choose to offer a different kind of discount, like when fans vote on the Supergirl, consumers will vote on which products they want to get discounts on.

The fire of Supergirl is to make full use of the masses are not willing to be driven by people, eager to create their own idol of the psychological, so that Hunan TV has been the first entertainment program on the throne. The newest addition to the lineup is a new, more powerful, and more powerful way of communicating with your friends, family, and loved ones.

Activities:

1, the design of the ballot:

Our ballot is divided into two parts.

a. Consumers fill in their own 3 of their favorite products to participate in the super product selection. Depending on the number of ballots, the top 3 items will be eligible for different discounts every other day.

b. Consumers check some of the fixed goods to participate in the Super Goods Selection. Depending on the number of votes, the top 3 items can enjoy different discounts every other day. This needs to be negotiated with the supplier in advance, and strive for the supplier's support and marketing costs, which can not only effectively improve its commodity sales and brand awareness, but also share a portion of the supermarket's marketing expenditures.

2, pre-festival publicity

A week in advance, through various channels (such as newspapers and magazines can be cut flyer ads, etc.) to consumers to distribute leaflets (introducing the rules of participation in the event and specific information such as discounts on goods). Ballots and flyers printed with the advertising slogan: This Spring Festival, you are in charge.

Effect purpose: in order to let consumers know that this Spring Festival, × × × × supermarkets have very special activities - sea selection of super goods, so that they understand that this Spring Festival, the price of the New Year's goods is set by them.

3, the scene of the event

The use of large publicity banner to attract the attention of consumers, we use shopping to a certain amount to control the amount of votes for each supermarket, in order to increase the credibility and gather popularity in the supermarket door an hour to publicize the results of the vote, the day consumption of up to 20 yuan can be awarded a membership to participate in the vote to select the next day's super commodity activities.

7 days of consumption totaling 999 yuan can be a permanent member of the 07 years of each month in a certain period of time to enjoy the 7 days of the election out of the super commodity discounts, so that consumers need the most commodity special price lock consumers to our supermarket consumption.

And thus drive the sales of other goods, but also to help participate in the activities of a brand to establish an exclusive barriers, so as to get more support from suppliers.

In order to make the promotion creative and performance, a complete and thorough promotion plan becomes a very important issue.

A. The concept of promotional activities

a. Objective

Any activity has its own motivation and purpose.

a). The purpose of publicity: to establish corporate awareness and improve consumer brand image.

b). Promotional purpose: to increase the turnover and the number of visitors immediately.

c). PR purpose: to establish consumer trust and good impression, and then indirectly increase performance.

d). The purpose of large-scale activities: to increase the visibility of the chain enterprise, increase the awareness of consumers and the industry.

e). Educate the community so that the public perception to achieve the effect of *** knowledge.

The goal of any activity, the object, should be clearer; the target audience reaches a certain number of above, it is worth organizing activities.

b. Timeliness

a). Any activity, should be based on the characteristics of its sales target to choose the most appropriate season, holiday or important anniversary held.

b). According to the requirements of the object, the content of the activity, the cost of investment, the possible benefits and other factors, to determine the length of the campaign period.

c. Innovative

a). The method of organizing any event should strive to be fresh, original and attractive, so that there is a greater incentive to attract customers, the effect of the event can be improved.

b). Pay attention to the social pulse and trend, grasp the topic, use the impact of event marketing, improve the effect of activities.

d. Image

a). Any activity must be based on the principle of "honesty".

b). Any activity must be approached from the standpoint of the consumer.

c). When a gift, lottery or sweepstakes is promised, make sure it is given away.

d). Combined with social welfare, it helps to improve the image of the company.

e). The presence of a notary public or a notary public is required for auditing.

e. Performance

Any activity must be in the cost conditions and economic scale of the two constraints, to create the maximum performance.

a). Cost budget control

The cost budget of a campaign is based on the principle of its increased gross profit > cost. The cost of PR activities can be under the control of the company, its tangible and intangible advantages and disadvantages, can do a holistic approach to consider.

b). Economy of scale

When the new chain system is less than 10, high-cost activities are less organized, and fewer region-wide activities are appropriate. When the chain is densely distributed in the region and the number of homes reaches an economic scale, it is appropriate to spend more to organize large-scale activities, the results are obvious.

B. Scope of activities

a. Regional activities: suitable for every store in the region at the same time activities.

b. Regional events: only suitable for certain areas, such as events organized for the anniversary.

c. Single-store activities: individual single-store promotions, such as new store opening promotions, promotions for slow-moving products, and so on. However, according to the general chain industry norms, single-store promotions can not be contradicted with regional activities, and regional activities can not be contradicted with the activities of the whole region, which must be organized before the activities through the supervisor up and reported.

C. Classification and methods of promotion

As mentioned earlier, the purpose of the promotion of different levels, but basically still performance-centered; in the characteristics of the chain stores, whether it is the production and marketing, procurement and marketing or join the form of the differences in the merchandise can be taken into account as the main body of the circulation. Therefore, the main body of promotion in chain stores includes: internal promotion (Internal Promotion) and consumer promotion (ConsumerPromotion). Internal promotion is how to stimulate the performance of the target to achieve the *** knowledge for the purpose, and through the management of business processes to ensure that the performance of the achievement, so in quite a number of chain store enterprise planning performance competitions or incentive system, as well as business management of the relevant manuals, have to promote the sales of the business purpose and design, and implementation of the day-to-day business work, especially in the form of a voluntary franchise chain, the headquarters for the franchise The company's control over the franchises is less, and it can promote the sales of goods by means of competitions in each store, assistance in display, discounts on purchases, and sales bonuses.

Consumer promotion refers to the promotion of consumer purchases at a particular time, this activity includes the previously mentioned "region-wide activities," "regional activities" and "single-store activities.

Activities

Activities that include the previously mentioned "region-wide" "regional" and "single-store" activities.

D. Interaction of Promotion and Advertising

The biggest contradiction in marketing is the opposite of advertising and promotion. The purpose of advertising is to foster long-term brand loyalty, while sales promotion (SP) is aimed at short-term marketing results. Sometimes SP goes too far, but it makes consumers lose confidence in the brand, because consumers always think that good products do not need to be sold in a forced way. So SP destroys the brand image of the product.

Although advertising and promotion have opposite roles, but there is also a complementary role between the two, for example, new products on the market, advertising and the provision of trial products, can produce a very good complementary role and multiplier effect. For example, when a new product is launched, advertising and trial offerings can be very complementary and multiply the effect. Another example: film advertising and photography contests, not only have a short-term promotional effect, but also increase consumer interest and cause them to feel good about the brand.

Opposite and complementary effects of several promotional methods

a. Specials

Specials can damage the brand's impression of quality. Too many of them can cause consumer skepticism and reduce brand loyalty. To try to reduce this opposite effect, special prices must be utilized for special occasions, such as holidays, anniversaries, etc., and the chances of sales exceeding one million pieces are almost non-existent.

b. Discount coupons

will destroy the brand image, try to specific objects and the value of the coupon itself to reduce the opposite effect. Discount coupons in newspapers or magazines can increase the rate of attention to the advertisement. Coupons sent by mail can be accompanied by product information.

c. Refund coupons and gift certificates

It is a kind of price reduction. To minimize the opposite effect, we need to improve the printing standard of the gift certificates so that they will have a sense of superiority. Advertisements coupled with refund coupons or gift certificates can encourage retailers to stock up.

d. Giveaways

Giveaways that are too low in value can be off-putting to consumers, and uninspired giveaways can add to a brand's negative impression. Giveaways should be treated as part of the brand's character to avoid backlash. It is difficult to advertise to appeal to the differentiation of goods, you can use gifts as a tool for differentiation.

Activity Background:

Wal-Mart has grown from a small township business to a world-renowned "retail empire". And gradually developed into a leading retailer, its footprint almost all over the world to obtain the consumer's unanimous praise. From the opening in Shenzhen in 1996, there are now a number of supermarket chains have opened. Now Wal-Mart in Zhengzhou, the first branch of the opening of its specific activities are arranged as follows:

Second, the purpose of the activities:

1, the basic goal: to celebrate the opening of the store and the Dragon Boat Festival to celebrate the arrival of the low-priced concessions to the good value of the products and quality of service to win customers. Diffusion mall visibility to establish a good corporate image.

2, marketing objectives: through various activities to expand customer participation in activities to pull sales to increase the benefits of the mall and increase corporate profits through entertainment marketing.

3, the long-term goal: to increase sales to expand market share and ultimately realize the unity of economic and social benefits.

Third, the current marketing situation:

1, the market situation: situated in a busy commercial area around the reality of Beijing Hualian Jinboda and other large supermarkets and other competitors and may have potential competitors.

2, the product situation: most of the products are mainly mass consumer goods, a variety of varieties of price difference is not a complete range of goods.

3, macro-environmental conditions: most of the consumer groups for the mobility of the population population density is high traffic flow of consumers, the actual demand and potential demand are very large.

Fourth, the problem analysis:

1, advantage: Wal-Mart has a strong scale effect. To a certain extent, it has great competitiveness. And its own continuous technological updates and buy satellites to create a strong supply chain management has a high degree of standardization of the business philosophy of scientific operation and marketing with characteristics of the training system is sound and other notable features.

2, disadvantage: high operating costs and huge scale brings greater challenges in management in the development of foreign countries face many problems.

3, opportunity: the current retail industry. The development situation is very good market opportunity is very high and the grasp of the market analysis is conducive to enterprises to seize the opportunity to lead the new wave of shopping.

4, the threat: the existence of real and potential competitiveness of the market risk factors.

Fifth, the price strategy:

1, based on the cost of similar products prices as a reference and "everyday low price" slogan to launch the goods of good quality and low price.

2, give the appropriate number of discounts to encourage more purchases.

Six, promotional strategies:

1, the integrated use of product mix strategy price mix strategy sales channel strategy and other marketing strategies to achieve the best economic results.

2, to maintain the localization of business.

VII, advertising:

1, "5m" principle: the choice of newspapers and television media to inform customers that Wal-Mart opened in Zhengzhou and pass the message of good value for money and a beautiful shopping environment to cause customers to buy desire to increase sales.

2, and attached to the street in the form of leaflets and to customers to pass the Wal-Mart business philosophy of "everyday low prices" principle.

3, just opened the store during the advertising budget to invest more in the store after the opening of the boom should immediately cut the amount of advertising to minimize unnecessary advertising expenditures in order to compress the amount of advertising to compress the cost at the same time to do to maintain the low price of goods.

4, focusing on the selling point of advertising that pop advertising.

Eight, public **** relationship:

1, the establishment and maintenance of normal cooperative relations between enterprises and consumers.

2, enterprises and suppliers to establish a good collaborative relationship to ensure the normal operation of goods.

3, the establishment of science galleries using graphics, physical and cultural forms to tell people about the care of resources to protect the environment to establish a good community relations.

4, sponsorship of school children to participate in more public welfare activities to establish a good corporate image.

5, invite officials to visit the enterprise to attend the press conference and other forms.

Nine, business promotion:

1, the implementation of membership promotion: consumers can enjoy a variety of special services after becoming a member.

2, to the consumer promotion: give samples of reduced price marketing.

3, grasp the demand characteristics now more seasonal goods and general sense of goods to stimulate consumer demand to expand sales.

Promotional Planning Program Part 4

I. Purpose of the event:

The Mid-Autumn Festival activities have ended, as people go to friends and relatives during the holidays, the home of the gift class of goods is more than enough, so during the National Day, the sales of my mall should be thought of in the daily consumer goods, so we can be organized again during the eleventh, so that. "ultra-low goods, heavy attack", the launch of the eleven ultra-low goods of the rush, once again to attract popularity, drive the mall's foot traffic and sales peak.

Second, the theme of the event:

Wonderful Birthday, celebrate with the country

Third, the event time:

September 31 - October 7 (according to newspaper news, may be a change in the Golden Week holiday, therefore, the Activity time according to the situation may be adjusted at any time)

Fourth, the content of the activities:

1, the National Day in the boundless joy, wonderful theater with you to see

9.31.1-7 days during the activities, in the Huimanjia west entrance, Huimanjia for you in Nanyang invited to the wonderful cultural and artistic performances, elegant style of performances, the variety of cultural and artistic forms, so that you can see the wonderful cultural and artistic performances. A variety of cultural and artistic forms, let you in the National Day to feast your eyes!

2, I'm Chinese, the national flag giveaway:

National Day, where in my supermarket on the second floor of a one-time shopping full of 38 yuan, you can get a small ticket to the first floor desk a small national flag. (Limited to 500 faces, send out until the end)

3, the fall listing, famous clothing show

October 1, Huimanjia third floor fashion clothing hall, the famous fall listing, casual wear, business attire, professional suits and other new clothing beautiful debut, there is always one of the hundreds of clothing suitable for your taste, please come to the Jinshanghua 200 * autumn clothing show will be.

4, famous summer clothes, seasonal discount, ultra-low special price, the last clearance

Activity time: October 1 - 7 (7 days)

October 1, in Huimanjia Plaza, held in the third floor of the famous men and women's summer clothing, seasonal discount activities, ultra-low prices, so that you are moved to the home, take your family, to the Jinshanghua 200* autumn clothing show. Your family, to the west door of the Jinshanghua famous clothing outlet to Taobao it!

Arranged by the Department of the three or four floors of the counter, there are out of the sale, unified arrangements for processing.

5, the National Day seven days of joy joy affordable ode:

National Day 7 days of vacation, every day to launch a super-explosive price. So that customers can feel the real benefits. In addition to the price of food, out of the surprise price of the department in order: the second floor food, alcohol, toiletries, department stores, knitting, food, alcohol. Selection of goods, according to Huimanjia's recent activities, to target the selection of goods, in principle, flat gross profit. Special circumstances can be negative gross profit. Must be made during the event early in the morning to buy food old lady running all over the field

6, shopping prize scratching, surprise awards overjoyed:

In 10.1-5, where the second floor of my shopping mall sub-sex shopping full of 38 yuan, or in a one-time shopping in the third and fourth floor full of 58 yuan, can be with the shopping ticket to participate in the National Day scratching activities, to get a scratching card, scratching the coating, will be able to Get the corresponding prizes:

First prize: a 29-inch Konka flat-screen color TV;

Second prize: an Aucma washing machine

Third prize: a rice cooker;

Participation Prize: a bag of laundry detergent or a bottle of vinegar.

100% win!

National Day, shopping malls, by the way, you can also get a big prize!

7, Golden Week, wedding season, romantic and sweet!

Once, because of that thumping heart, now, I want to realize my promise to you, that is, give me a chance to let me a lifetime to you! My dear, let's get married! Let the flowers on the brocade and the purple dream for us **** the same witness, the sky is long, this love will never change!

Where in the Golden Week during the wedding couples, and in my shopping mall one-time purchase of 500 yuan or more, you can get a free 20-inch art photo provided by the x County Purple Dreams Wedding Photography store.

8, you come to shopping I send gifts:

Where in 10.6-7 days in my shopping mall on the second floor of a one-time shopping full of 48 yuan, or in a one-time shopping full of 88 yuan in one of the three or four floors of the customer's friends, with a small ticket can be to the service desk to get a bottle of detergent. (Small tickets are not split and not cumulative, each small ticket is limited to a single product)

V. Advertising:

The order of the item location Notes

1, radio advertising, flying word advertising television media broadcast time: September 27 to October 6

2, the Meteorological Bureau advertising television media broadcast time: September 27 to October 6

2, the weather bureau advertising September 27 to October 6

3, dm (50,000 copies) activity content Dada 16 open 8 16 pages

4, 10,000 publicity stickers posted in the halls of the store wonderful birth anniversary of the celebration of the country

5, airbrush in the halls and stores outside the event information

6, airbrush 5 meters * 12 meters party performance background

7, broadcasting Service desk throughout the building broadcasting content: promotional information

8, the store billboards throughout the main channels of the building activity billboards, hanging

9, floor stickers throughout the main channels of the building stores

10, outside the door billboards East Gate, round door, South Gate large billboards photo billboard

11, hanging decorative store channel spray painting Promotional Programs 5

< strong> A, the basic information A, the basic information

A, time: 20xx annual Tsingtao beer promotion promotional program

Second, the region: Guangzhou market. Guangzhou city mainly, including Panyu District, where large communities are concentrated

Crowd: white-collar workers, young people with strong consumption power, 22-45 years old

Fourth, the channel: supermarkets / stores (Tip: beer sales channels are roughly divided into three categories: supermarkets / stores, restaurants and nightclubs)

Fifth, the budget: about 5 million yuan

< Strong> B, content requirements

a. Analysis of the beer market in Guangzhou (brief)

second, the domestic market in recent years, Tsingtao beer promotional research (brief)

third, the Guangzhou market competitors promotional means of research (brief)

fourth, the development of the annual activity program (mainly for the community), with the promotion of

V. Publicity with the program

VI. Budgetary arrangements

C. Program Tips

First, available in PPT format or Word format

Second, the activities of the best throughout the year, to put forward the theme, tasks and implementation of the path of the promotions, publicity with the activities to carry out

Third, the activities of the best throughout the year, to put forward the theme, tasks and implementation of the path of the promotions, publicity with the activities to carry out

Division of labor:

Xu Yang, Lu Ting

I. Analysis of the beer market in Guangzhou (brief)

II. Study of Tsingtao Beer's promotions in the domestic market in recent years (brief)

III. Study of competitors' promotional methods in the Guangzhou market (brief)

Chen Ruihua and Li Miao Miao

IV.

Chen Ruihua, Lu Wenjing

V. Publicity tie-in program

Chen Ruihua, Lu Wenjing

VI. Budgetary arrangement

Final PPT presentation, made by team members *** with the group

Time schedule:

20xx/10 /28~20xx/10/31 information collection

20xx/11/1~20xx/11/3 basic framework production and discussion, handing over the group's work framework 20xx/11/4~20xx/11/10 to do a good job, complete presentation of the results

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