Tisch

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), limited to × copies per day until it is delivered. On March 8 th, the mall will invite.

Professional chefs in the store selected XX Creative Award, XX Cooking Award and XX 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.

"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.

extreme

I. Market analysis

(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 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

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

Disadvantages: compared with 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".

Tisso

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.