(A) Wuhu Mall market analysis

In recent years, Wuhu department store market has developed rapidly and the number has gradually increased. With the national industrial policy encouraging the development of department stores to high-tech products, the number of new investment projects by domestic enterprises is increasing gradually, and more investors are paying more and more attention to the shopping center market in big cities including Wuhu, which not only promotes the economic development of Wuhu, but also increases the competition among shopping centers in Wuhu.

Consumer analysis

With the development of economy and the improvement of income level, the consumer groups are growing. Judging from the types of people buying, women's shopping desire is obviously higher than that of men. Even if some goods are not used immediately after purchase, most women will buy them for reasons such as price reduction. Moreover, as far as families in China are concerned, it is often women who control the financial books at home, so female consumers are the largest consumer groups. Basically, male consumers will only buy goods after the purchase content is clear, and rarely go beyond the original plan when shopping. Through the investigation of store consumers, it is found that in 140 questionnaires, female consumers account for about 7 1% of the consumer groups. As shown in the figure below:

(C) Analysis of Collective Shopping Center

Strength: Gathering Mall has a high reputation in the local area, with reasonable price, thoughtful service, complete products and commodities in the mall, and the purpose and concept of serving customers wholeheartedly are well received by customers, so the consumer groups are relatively stable.

Weaknesses: compared with shopping malls and other shopping malls, Kyrgyzstan's geographical location is not very advantageous. Moreover, the image layout of shopping malls is simple, which does not reflect the leading position of shopping malls industry.

Opportunity: With the development of municipal construction and urban economy, residential areas are being built near Jiji Shopping Mall, which has a great impact on the potential development of shopping malls. At the same time, the types of daily necessities and female consumer goods in shopping malls are gradually increasing, which will attract more female customers.

Threat: In this region, with the development of economy and the introduction of preferential policies, the number of large shopping malls has gradually increased, and various promotional activities and discount methods have emerged one after another, which has brought certain competition and disadvantages to the gathering shopping malls.

Gathering Mall will make greater efforts to seize opportunities, overcome difficulties, retain its original advantages, strive to innovate, and continue to implement the concept of "all for customers, all for customers".

Second, the promotion goal

The customers of the shopping mall are mostly women, with differences in age and class. In the cosmetics and daily necessities market of shopping malls, young female consumers account for the majority: among daily necessities and food, middle-aged and elderly women live in many places. Therefore, we set the promotion target market of this shopping mall as a female consumer group, including young female customers and middle-aged and elderly female customers. The goal of this promotion is to expand the influence of shopping malls among female consumers, stabilize consumer groups and further improve the performance of shopping malls.

Third, the promotion theme

March 8th is Women's Day in China, which is an important festival for women in China. To this end, we did activities and made the market positioning of "March Women's Day, Bright Women's Day".

Fourth, promotion strategy.

advertisement

1. advertising goal: to cooperate with the promotion activities, deliver the promotion information to the target customers and create momentum for the promotion activities.

2. Advertising theme: "March Women's Day, Bright Women's Day".

3. Advertising target and scope: take the target customers as the center and the city where the shopping mall is located as the advertising scope.

4. Media mix:

(1) Focus on TV advertisements and tell consumers what to promote.

According to the nature of the event, the mobile TV station on the bus is the first choice for TV advertisements, because there are many mobile customers on the bus, and they are put in one week before the event.

According to the activity arrangement, the influential radio stations in this city are selected for TV advertisements, and the rolling subtitle broadcast time is 19: 30-20: 30.

(2) Supplemented by newspaper advertisements, more abundant promotional information is delivered to consumers.

According to the capital budget, select DJI Evening News and put it one week before the event to inform consumers of the specific contents of the promotion activities in time;

(3) Posters, leaflets, etc. Promote the collection of shopping malls to do promotional activities on March 8 Women's Day, give gifts and attract more customers.

5. Advertising budget: omitted.

(b) Promotion

1, a joint manufacturer, will give a 38% discount on women's clothing products on all floors of the mall during the event, ensuring the lowest discount. Products include: jewelry and cosmetics, clothing accessories, leather shoes and leather goods, kitchen supplies, etc.

2. Any female customer who receives a shopping receipt from 38 yuan on March 8th Women's Day can take part in the grand turntable once. If the transfer time happens to be the time for your shopping, you will give them corresponding gifts on March 8, with many prizes and lots of luck. One vote is limited to one transfer, and the amount is not accumulated.

In order to welcome March 8, shopping malls provide love cards, and men give them to their wives, friends and so on. To set off the atmosphere of the shopping mall during the holiday season.

(3) Public relations promotion

1. Invite primary school students to participate in the singing contest with the theme "Only mothers are good in the world" and give them rewards. note:

Time: March 8, Women's Day.

Venue: Square near the entrance of the shopping center

Theme: Only mother is good in the world.

2. Invite female health consultants to answer questions raised by female customers on the spot. Contact a number of fitness, beauty, entertainment, skills training and other units to provide discounts for female customers who have reached a certain amount in shopping malls on March 8, and at the same time strive for customers for them.

note:

Time: March 9, the second day of Women's Day.

Location: Near the exit of the shopping center

Verb (abbreviation for verb) implementation plan

The first stage: March 7th, the day before March 8th Women's Day, the publicity mall will hold promotional activities and give gifts on the spot.

The second stage: arrange the activity site on March 8, and implement it as planned, organize the tasks of the staff, and ensure the smooth progress of the activity.

The third stage: March 9, the promotion will last until the day after Women's Day on March 8, so as to expand the popularity and reputation of the mall and gain the trust of consumers.

The fourth stage: March 10, summarizing the results and expenses of the promotion activities, testing the success of the activities and learning from experience.

Planning for the 38th Women's Day in Shopping Mall 2 I. Theme of the event:

Happy Women's Day "Beautiful Passbook" keeps sending.

Second, the purpose of the activity:

Women's Day promotion is one of the most important activities in cosmetics promotion, and it is also the first important activity in the New Year. It is necessary to stimulate consumers' desire for shopping through this activity and open a good new starting point for sales in the new year.

Third, the activity time:

March 5-March 12

Four. Activities:

(1). During the activity, anyone who purchases in the store will be given a 1 "exquisite passbook" (maximum 10 yuan cash).

(2) After spending in 38 yuan, you can get a 1 "Beautiful Passbook" and a hand cream of Laifei, a CCTV advertising brand with a value of 38 yuan.

(3) If you spend 138 yuan, you will get 5 "Beautiful Passbooks"+98 yuan-worth CCTV advertising brand Laifei Magic Bare Makeup BB Cream+a box of Zhou Hu.

(4) After spending over 238 yuan, get 8 "Beautiful Passbooks"+1 18 yuan Eye Protection Gold.

(5) If you spend over 338 yuan, you will get a "beautiful passbook" with a value of 12+168 yuan's CCTV advertising brand Lai Fei's anti-time eye-catching essence+month care.

6) In the future, all "beautiful passbooks" are only for shopping. You can use a "beautiful passbook" every time you spend 50 yuan, and a "beautiful passbook" can reach 10 yuan. "Beautiful passbook" is valid until September 20xx 1.

(7) Anyone whose birthday or wedding anniversary falls on March 8th can come to our store with relevant certificates to receive a CCTV advertising popular brand product with the value of 69 yuan.

(8) Members can enjoy double points+Ms. Zikelu's boxed travel package in 25 yuan.

Verb (abbreviation of verb) implementation steps:

(1), two days before the event, inform members of the event content by SMS and send holiday wishes.

(2) Prepare the "Beautiful Passbook" card and the customer registration manual to clearly record the customer's consumption.

(3) Two days before the event, put up event posters and X-boxes at the eye-catching position of the store and at the door of the store.

(4) Distribute leaflets around the store during the activity.

Cost budget of intransitive verbs:

Cafe 300 yuan

X-frame 40 yuan

Poster 25 yuan

Leaflet 200 yuan

Other expenses 500 yuan

Total 1065 yuan

Shopping mall March 8 Women's Day planning 3 I. Theme: March Women's Day, Bright Women's Day.

Second, the purpose of the activity: stimulate and induce customers to consume, restore their enthusiasm for consumption, and improve the overall sales. Attract the eyes of target customers, especially female customers, stimulate customers' desire to buy, promote the growth of store sales, attract the attention of new customers and cultivate customers' loyalty. At the same time, the activity planning scheme combines the festival of consumer rights protection day with public welfare activities to create a good public image of shopping malls concerned about consumer rights; At the same time, shape and enhance the brand image of shopping malls, and enhance the visibility and reputation of shopping malls. Stimulate consumers, especially target customers, with current news of film and television entertainment, so as to reach customers and cultivate loyalty.

Three. Activity time: 20xx-3-8

Fourth, the content of the activity: the family likes to "cook"

During the activity, the shopping mall solicited customers' intention of family "cooking", no matter what you learned or what you experienced personally; Whether it's frying, frying, rolling, or boiling, stewing or steaming, you can write down your "cooking" kindness and put it in the goodwill collection box of shopping malls. All customers who participate in the activity will be given a small gift (in-store cash gift), with a daily limit of × copies until it is delivered. Invite the mall on March 8.

Professional chefs in the store selected ×× Creative Award ×× Best Cooking Award ×× Excellent Cooking Award.

The shopping mall will announce the appraisal results on the bulletin board at the main entrance of ××××, and attach a "cooked" menu. The winning customer will take valid certificates to the service center of the shopping mall before ××××××, and the overdue prize will be invalid.

Best "Cooking" Award: Commodity Award with a value of × yuan (× name)

Excellent "Cooking" Award: Prize value × meter× bag× name.

Remarks: One person will win more prizes, and only one prize will be given to the customer.

Shopping Mall Women's Day Activity Planning 4 Background:

After the Spring Festival, we entered the off-season. In view of this situation, we should turn passivity into initiative, and use as many festivals as possible to reduce the decline of store performance in the off-season.

Purpose:

"Women's Day" is a festival for women, and female consumption is the mainstream of shopping mall consumption. With the help of this promotion, the sales volume at the beginning of the year will be boosted and the external image of the company will be shaped.

Theme: A healthy woman is the most beautiful.

Activity time: March 1-8.

Activity content:

1. Healthy Women's Street-sort out the commodities related to women's health in the shopping mall (such as Taitai oral liquid, Buxue oral liquid and other medicinal drinks, beauty tea, daily health care products, body shaping underwear, household cleaning products, etc.). ) pile up to form a street for women's products and decorate it.

Second, beauty specials-women's goods specials (winter clothes clearance specials, spring clothes discounts, women's shoes, cosmetics, jewelry, etc. ) can be launched during this period (participating goods can be determined according to the specific conditions of each store).

Third, choose a healthy and good meaning of "cooking"-female customers participate, and make healthy recipes according to the food or nutrients sold in shopping malls. Requirements: novel, easy to operate, high health index, and all ingredients can be purchased in shopping malls. Participants who provide a detailed text will submit it to the service desk of each store for registration and give a beautiful gift. Then the figures written by the artist are released outside the store, and the customers evaluate and vote. The healthy recipe with the most votes in half a month (March1-March 15) became the champion of "Healthy Cooking" and won the prize of 200 yuan.

Time remarks of the competent department of project content

1, the plan is submitted to the planning department 17.2.24.

2. Healthy Women's Street Sales Department: We can negotiate with suppliers, pay a certain advertising fee, or discount the goods participating in the event. Planning department: advertising for activities, stores: creating an atmosphere for activities.

3. Beauty discount business department: negotiate and cooperate with suppliers. Planning department: advertising activities, promoting stores: creating an activity atmosphere.

4. Choose healthy and well-cooked stores: arrange service desk registration and accept voting and statistics; Create an activity atmosphere; Gift Planning Department: Activity Advertisement 3. 1 Start Publicity 3.8 Registration Deadline 3. 15 Selection Deadline

Effect prediction:

By creating a festive atmosphere in shopping malls, creating participatory activities, attracting consumers (especially female consumers) to patronize frequently, resulting in consumer behavior, thus further highlighting the personalized management of Xiangjiang.