Model text of supermarket marketing planning scheme 1
I. Purpose of the event
1, with? New semester? Take this as an opportunity to further enhance the overall image of campus supermarkets and improve the credibility and reputation of campus supermarkets in the eyes of students;
2. with what? New semester? Stimulate consumer groups, attract target consumer groups and potential consumer groups, maximize sales and achieve sales growth.
Second, the active object.
All college students and residents of the surrounding communities
Three. Time and place of activity
Time: 20xx March 1? 20xx March 10
Location: in the campus supermarket
Fourth, the theme of the event
? Enjoy the ultra-low price and make great achievements in the new semester?
Verb (abbreviation of verb) activity mode
During the 1. activities, 100 customers who come to the supermarket every three days will get a bottle of Master Kong drink and a free hand cream when they spend the whole day in 58 yuan. 78 yuan can get a set of exquisite cups for free; Full 98 yuan can get an advanced mouse; Full 108 yuan for free participation? Shopping lottery? Activity content: grand prize: digital SLR camera (1); First prize: supermarket 500 yuan shopping card (3 cards); Second prize: one big plush toy, worth 200 yuan (5); Third prize: a high-grade towel (20 people).
2. Price promotion. During the activity, all daily necessities will be 30% off and food will be 20% off.
3. Buy in a limited time. On March 3rd and 4th, brand cosmetics and pajamas will be sold as time-limited promotional goods.
4, limited purchase, the whole paper pump and bagged laundry detergent as limited purchase goods, because the price is cheap, so each person is limited to 2 pieces.
Sixth, the way of advertising cooperation
1. Hang large banners at the event site to highlight the theme of the event and set up an event information desk;
2. Arrange employees to post posters about supermarket promotion activities on campus display boards and dormitories;
3. Arrange staff to distribute leaflets on the only way for students to attend classes and finish classes;
4. Advertise in the campus periodicals or newspapers of the school.
Seven, preliminary preparation
Personnel arrangement:
(1) Arrange a sufficient number of service personnel to wear work cards or ribbons, so as to facilitate the identification and guidance of services;
(2) There should be a certain number of order maintenance personnel on site;
(3) On-site consultants and sales staff should have a clear division of labor and cooperate with each other;
(4) Emergency personnel (generally led by leaders, and should be handled by public relations in time in case of intervention by government functional departments).
Material arrangement: all products participating in the promotion activities will be ready before February 26th.
Personnel training: train on-site consultants and sales staff, and make every effort to build a team with combat effectiveness in all aspects.
Eight, medium-term operation
1, the staff arrived at the scene first, and took their positions;
2. The propagandist distributes leaflets, introduces activities and products, and guides customers to enter the supermarket;
3. Grasp the rhythm of activities, maintain order at the scene, and prevent accidents such as looting, so as not to cause negative effects;
4, sales staff to prepare sales matters, introduce sales products;
At the appointed time, gifts should not be distributed too early or too late. When issuing, register personal information and sign it;
6. Finally, clean up the site and keep recyclable items for later use.
Nine. Late continuation
1. A summary meeting will be held after the event, such as the sales volume of this event, the implementation effect, the general situation of consumer evaluation and response, etc. Analyze the advantages and disadvantages of the activity, summarize the successes and draw lessons from the shortcomings. Only by constantly summing up can we develop better;
2. Activity tracking report, terminal construction, terminal delivery, advertisement adjustment and summary report filing.
X. cost budget
1, banners, information desk, posters and on-site decorations at the event site, 1000 yuan;
2. Print the activity leaflet 1000 yuan;
3. Campus journals or newspapers advertise 500 yuan;
4. Staff who distribute leaflets will distribute them before the event, 300 yuan;
5.( 1) Gift: 400 hand creams, 2000 yuan; 200 sets of exquisite suits, 3000 yuan; 100 high-grade mouse, 3000 yuan;
(2) Prize: digital SLR camera 1000 yuan; 3 shopping cards, 1500 yuan; 5 plush toys, 1000 yuan; 20 high-grade towels, 400 yuan;
6.300 bottles of Kangshifu drinks, 750 yuan.
Total cost: about 15450 yuan.
XI。 accident prevention
1, if the promotional goods are out of stock, replace them with other goods as soon as possible to avoid unnecessary confusion;
2. If there is chaos such as looting, do a good job of grooming and arrange a certain number of security personnel when necessary;
3. Prevent all kinds of accidents and maintain order at the scene;
4, arrange emergency personnel, if necessary, you can contact the public security and security, request their support.
Twelve. Effect evaluation
Taking the new semester as an opportunity, because college students have abundant funds at the beginning of the semester, they all need to buy some daily necessities to carry out this promotion, so a series of promotion measures have been adopted, which is expected to produce satisfactory results.
Model essay on supermarket marketing planning scheme II.
First, the promotion time.
20XX year x month x day? 20XX x 26th.
* * * Seven days (20th? On the eve of the 26th)
Second, the theme of the event
Return the goods at half price to welcome the new year.
III. Contents of activities
Main activities: welcome the new year at half price.
1, half-price refund for one day within 7 days: that is, one day is randomly selected from 7 days, and 50% of the shopping receipts are returned to all customers who shop on that day, and returned in the form of coupons;
2. The maximum refund amount for a single shopping receipt shall not exceed 5,000 yuan;
3. On the first day of the first month, the notary will randomly select one of the seven days, or it will be determined by the shopping mall (you can choose the day with the lowest turnover);
4.65438 From June 26th to February 5th, 50% of the shopping vouchers can be obtained on the spot by drawing the shopping receipts from China and Japan.
5. Shopping vouchers must be consumed before February 15, and will be invalid after expiration;
6, except for household appliances, telecommunications and other commodities (clearly indicated in the mall poster);
Feasibility: return 100% one day out of seven days, which is equivalent to 20% or 60% discount for the whole audience; A 50% return is equivalent to a 10% or 3% discount for the whole audience. Coupled with the use of coupons for re-consumption, the actual cost is actually very low.
Auxiliary activities
1, sale for men and women;
2, children's shopping malls to send books;
3. Promotional activities of the factory.
Activity promotion
1, newspaper advertisement:
2. Radio advertisements:
3. Activity banner
4, the scene lighting
Cost budget (omitted)
Model essay on supermarket marketing planning scheme 3
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 city belongs to the government new district, and the newly-built county government, local town government and jiangkou county's largest entertainment city are all in the new district. 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 the largest entertainment venue in jiangkou county. 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, the largest entertainment city in jiangkou county, and scattered houses (more than 20 rooms).
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 best 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 best 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 10? Between 65438 and 02. The best 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 that the threat degree of competitors is subdivided: on the one hand, the most competitive competitors, on the second stage, the most threatening competitors, and 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, less goods and more goods, 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.
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). Such as: recruiting food stalls near the supermarket into the supermarket (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)