Marketing activity plan 1. Planning objective: to enhance Chaohua's current popularity and influence in the market.
Second, the scheme operation steps flow
Collect more than ten large electric vehicle enterprises in the electric tricycle industry, and investigate which manufacturer is equipped with this motor. Then carefully explore whether there is room opposite the factory gate (across the road) to assemble billboards, or whether the opposite is a private house, which is best, and fences are also ok.
1. Most of these large factories only rely on the roadside. If billboards are erected in the open space opposite the factory, the highway department will definitely not allow fines. But I firmly believe that nothing is impossible. On the one hand, spend a little money, on the other hand, add some super Chinese reminders on your billboard: warn drivers to drive safely and take care of roadside flowers and plants? Such as public service propaganda words. These words don't take up much space, but they give the reasons why these highway departments can't get rid of them.
2, private houses are a little easier to handle, buy some gifts, or give some money to explain the purpose, and it is almost done. Choose a wall or open space in the most suitable position (the owner is willing to agree, but does not agree to both soft and hard, and it can certainly be done without some sweetness), and measure it for future work. Note: What needs to be explained orally is that this position only allows our family to stay, and does not tolerate the latter's plunder. If necessary, you can sign a contract and rent it all year round.
3. If it is the fence of factories, mines and other enterprises, it is necessary to make some efforts. Ask the doorman and other factory workers about the personal situation of the factory owner, and find out what the boss likes, like to taste tea and send a box of tea, whether he is a money-loving person, a god of wealth or an ornament symbolizing wealth. I'm a scholar. Do you have two books? A gift? Travel around the world.
Third, advertising production requirements
1, the advertising layout must be designed in a unified way, and what materials should be selected according to the different specifications of the venue.
2, advertising layout design must choose three different advertising companies to design, three choose one.
3, the content of the layout is crucial to add an advertising slogan that transcends itself! This slogan must be emphasized. I can help you consider the formulation of this slogan!
4, the layout content must be eye-catching, at first glance, you will know that this is the name of the company that produces motors called Chaohua!
Four, analysis and forecast after the implementation of the plan
People's purchase behavior has three necessary processes: first, understanding and understanding; Know the existence of this product in some way or way; Second, there is a tendency to buy; I need this product to meet my own needs under some necessary circumstances. The first thing I think of is the product I already know, which is the first step to decide the later development. Third, decide whether to buy or give up in a business conversation. The erection of billboards is beneficial to oneself and enterprises. On the one hand, the first thing dealers who go to the factory to order a visit will see this billboard, and over time there will definitely be unexpected gains. Moreover, this billboard can also be used as a cash cow to provide this position to other suppliers who want to advertise in this factory, so as to collect fees and earn profits! Properly managed, the profit is considerable!
My biggest worry and concern is that if billboards are erected, they will be resisted by the motor manufacturers who supply motors to this factory and will take some immoral sabotage! So this must be considered comprehensively, otherwise? Lost Jingzhou? The ant nest is broken!
Marketing activity plan II. Activity background
Wal-Mart has grown from a small township enterprise to a world-renowned enterprise? Retail empire? And gradually developed into the leading boss of retail enterprises.
Its footprint is almost all over the world, and it has won unanimous praise from consumers. Since/kloc-0 opened in Shenzhen in 1996, many supermarket chains have also opened. Wal-Mart's first branch in Zhengzhou is about to open. The specific activities are as follows:
Second, the purpose of the activity:
1. Basic goal: to celebrate the opening of our store and the arrival of the Dragon Boat Festival, win customers with cheap products and excellent services, spread the popularity of shopping malls and establish a good corporate image.
3. Marketing objectives: expand customer participation through various activities, stimulate sales, improve the efficiency of shopping malls, and increase corporate profits through entertainment marketing.
Long-term goal: increase sales, expand market share, and finally achieve the unity of economic and social benefits.
Third, the current marketing situation:
1. Market situation: the location is around the bustling business district, and the actual competitors are large supermarkets such as Beijing Hualian Jinboda, and there may be potential competitors.
2. Product status: Most products are mass consumer goods, with a wide range of products and little price difference.
3. Macro-environmental conditions: Most consumer groups are floating population, with high population density and large passenger flow. The actual demand and potential demand of consumers are great.
Fourth, swot analysis:
Advantages: Wal-Mart has a strong scale effect. To a certain extent, it has strong competitiveness. And constantly update technology, buy satellites, and build a strong supply chain management with highly standardized business philosophy, scientific operation and marketing, and perfect training system.
Disadvantages: large scale and huge operating costs bring greater challenges to management, and there are many problems in the development of different places.
Opportunity: At present, the development of retail industry is very good and the market probability is very high. Grasping and analyzing the market is helpful for enterprises to seize opportunities and lead a new shopping climax.
Threat: There are many realistic and potential competitive market risk factors.
Verb (abbreviation of verb) price strategy:
1. Take the cost as the basis and the price of similar products as the reference. Low price every day? The slogan is to introduce good quality and cheap goods.
Give appropriate discounts to encourage more purchases.
VI. Promotion strategy:
1. Comprehensive use of product mix strategy, price mix strategy, sales channel strategy and other marketing strategies to achieve the best economic benefits.
2. Keep the localization operation.
Seven, advertising:
1.？ 5m？ Principle: Choose newspapers and TV to inform customers that Wal-Mart is opening in Zhengzhou, and convey the information of good quality and low price. A beautiful shopping environment will arouse customers' desire to buy, thus increasing sales.
2. Distribute leaflets on the street to convey Wal-Mart's business philosophy to customers? Low price every day? Principle.
3. Invest more in the advertising budget when opening a store for the first time, cut down the advertising volume immediately after the store opening craze, and try to reduce unnecessary advertising expenses while keeping the price of goods low and reducing the advertising volume and cost.
4. Advertisements that focus on selling points are pop advertisements.
Eight, open * * * relationship:
1. Establish and maintain the normal cooperative relationship between enterprises and consumers.
2. Enterprises should establish good cooperative relations with suppliers to ensure the normal operation of goods.
3. Set up a popular science corridor, tell people about the methods of protecting resources and environment by pictures and words, and establish good community relations.
4. Sponsor out-of-school children to participate in some public welfare activities and establish a good corporate image.
5. Invite officials to visit the enterprise and attend the press conference.
Nine: business promotion:
1. Implement membership promotion: consumers can enjoy various special services after becoming members.
2. Selling to consumers: giving away samples for sale.
3. Grasp the characteristics of demand. Nowadays, seasonal goods and general perceptual goods are mostly promoted to stimulate consumer demand and expand sales.
Marketing activity plan. limited time
From * * to * * * for a period of 3 months.
Second, the goal.
Grasp the shopping climax, hold? Supermarket relay big move? Promote * * company's products, assist dealers to clear inventory, and improve the company's business objectives.
Third, the purpose.
(1) Catch the shopping tide of Christmas, New Year's Day and wedding honeymoon to attract consumers? Relay movement? Activity interest, guide the purchase of * * products, in order to achieve the promotion effect.
(2)? Relay movement? The event was held in A, B and C, with the focus on importing household appliances to * * countries and markets.
Fourth, the object
(a) for consumers who will buy household appliances, the excellent performance of F 14 products is the main incentive to guide * * companies to buy and use household appliances? Relay movement? An activity that encourages consumers to seize the opportunity to buy immediately.
(2) Focus of appeal:
1. Performance requirements:
The real world comes first!
* * Home appliances!
2. Standard & Poor's requires:
Buy * * products now!
Catch the Spring Festival relay and move!
Verb (abbreviation of verb) advertising performance
(1) Cooperate with the annual inspection company? * * Home appliances? The development of international market and the use of propaganda media gradually pay attention to cross-cultural color. The choice of local newspapers, broadcast media and TV programs is also based on the analysis of the audience.
(2) Taking the excellent performance of * * company's products as the main inducement and the relay of S.P. activities as the promotion means, we should pay attention to the subject and object status of newspaper advertisements according to this principle.
(3) TV advertising, in order to win international consumers and pay equal attention to promotion and appreciation, it is planned to provide a 30-minute live broadcast program of live moving and trial moving for the relay moving, and at the same time capture a CF that shoots the advertisement of 15 as a TV spot, winning both refined and popular tastes and arousing strong demand from consumers.
(4) POP: flags, posters, leaflets and lotteries.
Sixth, hold? Dealer briefing?
In order to cooperate with the international market development strategy and increase the promotion effect of this activity, it is planned to be held jointly with various business departments and branches of the company. Year-end promotion activity division? On the spot, explain the significance, content and actual benefits of this activity in order to get full assistance.
Seven. Content of advertising activities
(1) Scheduled activity schedule
Attention:? Relay movement? The date is set around Christmas for two reasons:
1. Around Christmas, it is the climax of purchasing, so we should grasp it well.
2. Around Christmas, customers in the target market are very busy; Traffic is bound to be crowded, and it is not easy to properly handle traffic problems.
(2) Activity area
In countries A, B and C, every department store with a supermarket will hold it.
(3) the activity reward amount
1.？ Relay movement? Lucky award
(1) 200 in A, 150 in B and 150 in C, as shown in the following table:
Table 5-4? Relay movement? Geographical distribution of lucky prizes
Distinguish classes
A, B and C.
The first lottery 100 70 70
Second lucky draw 100 80 80
A total of 200 150 150.
(2) For households, the time limit for each household is the same, which is 10 minute.
(3) each household 10 minutes, using relay mode.
2.？ Guess what? Activity bonus
(1) One person who guesses correctly will get the same reward as the person who moves the most, and the person who guesses correctly will be divided equally.
(2) There will be five awards, and the one closest to the highest amount will be given a set of * * brand home theater, which will be decided by drawing lots.
(4) Activity description
1. Receiving period: From * * to * * *, the trial move was carried out in A, B and C. In addition to the extensive publicity of the selected department store itself, the live shooting was also carried out, and the program was broadcast at * * 8 o'clock to promote the audience's understanding of the event. Try moving? Situation, TV advertising, extensive publicity, stimulate sales, increase the number of recycled pieces.
2. Reasons for two lucky draws:
Buying early has a high chance of winning. If you fail the first time, you can also participate in the second lottery.
(2) The activity cycle is long, and activities can be divided by lottery to stimulate consumers to resume sales climax.
3. Participation qualifications and methods
(1) supermarket relay moving parts
Anyone who buys the products of * * company with a value of more than 65,438+0,000 yuan from the activity day can get a lucky coupon with the unit of 65,438+0,000 yuan from the general distributors all over the country, and buy more and give more.
(1) If the TV is 5 120 yuan, you will get five.
② Fill in the lucky coupon and send it to * * head office.
③ The three places are divided into three areas: north, middle and south, and the lucky coupons are also divided into three colors.
(4) The reasons for giving away lucky coupons in units of $65,438+0,000 are as follows:
Participation is not limited to buying * * household appliances, but can promote all products of * * company.
B. It is more attractive for consumers to hold more lucky coupons according to the purchase amount.
C. there is no difference in the amount of budget awards.
D dealers should get lucky coupons according to the inventory of each product, which can be used for public relations.
E * * Employees of companies, distributors and units involved in planning and activities and their relatives shall not
If the winner of the contest is found, it will be considered invalid.
(2)? Guess what? part
Anyone can participate in the relay relocation of three places and three districts. Guess the money moved is the most. The winner will receive the same reward. If more than two people guess at the same time, the prize will be divided equally. Choose five people with similar numbers, and each person will be given a set of * * brand home theater. * * month * * day deadline.
(3) Lucky wedding honeymoon tour around the island
Who was drawn as a participant? Relay movement? Fortunately, those who get married during this activity will be given two honeymoon coupons to stimulate the sales of the company's products during the wedding period.
(4) Award budget
Within $3 million.
(5) Compared with last time? Super relay movement? Improvement point
1.** Company, distributors of * * Company, and employees and their families participating in the planning unit are not allowed to participate in the lucky draw, and the lucky draw is invalid.
2. The activity period shall be extended to two months as appropriate.
3. The emphasis is on promotion. Is this planned? Dealer briefing? The distribution of lucky coupons should be more appropriate and even.
4. TV is used to introduce live programs and broadcast15 "cf, which can let consumers know about supermarkets in department stores.
Based on the last experience, we should set more favorable conditions for the signing of department stores, so as not to exceed the budget.
6. The moving time is all set to 10 minute.
7. On the day of moving, an invitation letter was sent to invite dealers to visit the site to strengthen the harmonious color of local dealers.
8. Both the newspaper and the advertising performance of this activity attach importance to excellent performance and adopt? Relay movement? In order to sell, media choice is often popular.
9. The use of media tends to advertise widely, and the explanation of supermarkets is strengthened.
10. The whole activity is divided into two climaxes, which has great promotion effect, will advance the trial recruitment and help to increase the desire to buy.
1 1. The dealer policy is comprehensive and perfect. In particular, P.P. has been greatly supplemented. High naming rate.
12. After-sales service will also be put forward in advertisements, and there are many improvements in overall coordination.
Eight. budget appropriation
(1) active part
1. The bonus amount is 150000 USD.
Including? Relay movement? How much is the bonus? Guess what? Award amount.
2. Miscellaneous 1 1000 USD
Including public relations expenses, hospitality expenses, travel expenses, meals, etc.
3.S.P costs $ 10000.
Include lucky coupons, canvas bags, leaflets, flags and posters.
(2) Advertising media expenses
1. newspaper 180000 USD
2. TV program170,000 USD
3.SPOT 170000 USD
4. Magazine 12500 USD
5. Radio 50,000 dollars
Total: $735,500
Note: ① The cost plan is arranged with the assistance of two temporary operators in the factory, and no separate budget is made. (2) The radio part will be raised to $80,000. (3) It should be listed that the additional production cost of shooting documentaries on the spot is about $6,543,800+0,000. (4) After being submitted for examination and approval, the budget table shall be listed in detail, and a formal valuation sheet shall be attached for examination and approval.
On the choice of advertising media;
1. Newspaper layout
Cooperation? * * company home appliances? Market development, newspaper media and local newspapers increased significantly, and more news about this event was sent to help them publicize.
2. TV section
In the past, the company paid attention to high-style performance and program selection, and explained the advertising performance in SLIDE and CF in an approachable way. In terms of program selection, referring to the results of the ratings survey of 5438+ 10 in June proposed by * * company, the middle class is more obvious, and it is generally shown to the public? Popular? The comprehensive application of movies, series and variety shows.
3. Radio parts
Breaking through the conservative way for many years, it is widely broadcast on local stations, and it is planned to be broadcast in English and Chinese.
& gt& gt& gt More promotional activities planning schemes on the next page?