Five Supermarket Planning Essays Supermarket Planning 1

1. Purpose of the event:

The fifth day of the fifth lunar month is a traditional Chinese day the Dragon Boat Festival, in order to celebrate the Dragon Boat Festival, commemorate Qu Yuan and preserve folk traditions, we specially organize a number of promotional activities to celebrate the Dragon Boat Festival. Through this activity, we can achieve the purpose of "edutainment and entertainment"; and give back to customers, hoping to improve The supermarket is famous, attracts crowds, provides customers with a warm shopping place, and increases the turnover on event days, allowing customers to experience an unforgettable Dragon Boat Festival.

2. Event time: June X-Day, **

3. Event theme: Dragon Boat Festival beautiful rice dumplings, happy shopping

4 , Promotional methods:

1. "Dragon Boat Festival beautiful rice dumplings, free with purchase" activity

Activity content: During the Dragon Boat Festival activity, any one-time purchase of 38 or more in this supermarket Yuan, you can go to the service center with your computer receipt to receive a beautiful rice dumpling for free. Each store is limited to 200 rice dumplings, while supplies last.

2. Product Special Sale

During the promotion period, rice dumplings and other festival-related products (such as rice wine, frozen food, beverages and other food, transparent soap, body wash, insecticide water, Mosquito coils and other supplies) are on sale at special prices.

3. "XXX Zong Dumpling Guessing, Super Affordable Price"

1) Activity time: June X to X

2) Activity content: Every During the promotion period from June X to

3) Activity method

Set up a promotion stand at the entrance of the supermarket or next to the freezer to sell rice dumplings from manufacturers that do not price or are difficult to distinguish, allowing customers to compete for rice dumpling brands and prices. Guess; the price of the goods confirmed by the purchasing department must be quite low, and sold to customers at prices that are unexpected by customers, so that customers can feel the real benefits and lay the foundation for the next step of sales after the holiday.

4. "Dragon Boat Festival in May, stimulate the rice dumpling making competition"

Operation steps: The purchasing department negotiates the rice dumpling materials - the materials are in place - event promotion - organize the competition;

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Participation prizes: get the rice dumplings made by yourself, the more you make, the more you get.

5. Related publicity

1. Flyer publicity: 40,000 copies of the first and second leaflets each, 40,000 copies of the third leaflet, an average of 1,800 copies per store

2. Off-site posters and on-site broadcast promotion.

VI. Expense Budget

1. "Dragon Boat Festival Beautiful Rice Dumplings, Free with Purchase" Activity: 200 beautiful rice dumplings are limited to 3 days;

2. "xx Guess the Pretty Rice Dumplings, Super Affordable Price" Activity: (Quantity and price are determined by the sponsor's promotion in each store);

3. "May Dragon Boat Festival, xx Zongzi Making Contest" Activity: Zongzi in bulk 100 kilograms of rice;

Other costs:

Decoration, balloons, banners, themed display ornaments, an average of 300 yuan per store;

Total promotion costs: approx. 8,600 yuan. Supermarket Planning Chapter 2

Theme: New Year Lianhua rush to buy the first stop time: 1.28-2.15 (the first day of the year on February 9, Valentine’s Day on February 14)

***19 days in total due to the Spring Festival Due to the particularity, the planning of retail activities focuses on the combination recommendation of DM products, vivid and specific appeals to product sales points, and the combination of multiple means such as reminding customers of their purchase needs and inducing purchase desires to drive sales. Appropriately cooperate with stimulating activities and combine store promotion, decoration and other methods to exaggerate the strong shopping atmosphere at the end of the year. At the same time, comprehensive consideration will be given to the post-holiday effects and the coordination of Valentine's Day activities to achieve the completeness and comprehensiveness of the scheduled event planning.

1. Product combination and DM requirements

a) DM specifications: small 8K, 20 P, more than 400 items

b) Gift theme: blessing The main products in the Expression of Feelings are tonics (including goods from the North and South), gifts and alcoholic beverages, toys, home furnishing kits, small electrical appliances... This part of the products requires the support of the supplier's promotional activities

c) Food theme : Delicacies and delicacies are delivered together, focusing on New Year goods, including all kinds of gifts, dry goods, snack foods, grain, oil and flour products, beverages, wines, snack foods, and candies

d) Department stores: open to welcome the new year, bedding, Clothing, clothing accessories, household miscellaneous items...

e) Fresh food: delicious condiments for the New Year, fresh daily preparations, cold cuts, cooked food, vegetables...

f) Classification layout theme: This winter is not too cold

i. Red series: red clothes and pants for the year of birth, decorations with Spring Festival characteristics, mainly some Spring Festival couplets, couplets, the word "福", red envelopes, etc.;

ii. Fire series: hot pot, hot pot ingredients, seasonings

iii. Warm series: bedding, underwear, heating appliances

g) Valentine's Day Theme: Simple Love Valentine's Day recommended products. Considering that these products may overlap with the Spring Festival recommended products, it is recommended that in DM layout, special marks can be marked on related products that can be featured as Valentine's Day to represent Valentine's Day recommended products. To serve as a reminder; h) For long holiday consumption and supplies, Lianhua considers you - a large collection of people's livelihood necessities. This activity mainly hopes to promote the sales of people's livelihood necessities after the holiday and stimulate people's new round of purchasing needs after the long holiday. You can recommend it by The products are combined with simple text to remind people to purchase, and use warm reminders to promote demand and purchase. At the same time, it also strengthens the store's people-friendly image of "doing what you want".

2. One Yuan Storm Quick Buy

Facts have proved that although price competition is the lowest level of competition, it is indeed the most effective way to attack and weaken other supermarkets, and it is also the most effective way to increase market share. Direct and the most powerful means of competition. During the special festival of the Spring Festival, people's demand for all kinds of goods has reached a peak period. Therefore, the main means of design activities are to buy big and get small (buy gift products and get condiments). , stimulate consumption. The main reason for considering the time is that around New Year’s Eve is a relatively busy time for the store. We also hope that through this activity, we can divert customers in time, achieve a sales balance, and effectively avoid the loss of sales. This activity requires the Ministry of Commerce and Management to support supplier deduction points of approximately 200,000 yuan as activity expenses.

a) Time: 1.28-2.2

b) Activity content: If you purchase health care products and wine gift box products for more than 100 yuan in this supermarket, you can participate in the "One Yuan Storm Quick Sale" "Activity; with a single shopping receipt that meets the participation conditions on the day, go to the store's "special sale" to freely purchase any of the following products at the price of one yuan: 1 bottle of soy sauce, 1 bag of MSG, 2 bottles of balsamic vinegar, 4 bags of salt, 2 Listen to Coca-Cola;

c) Operation details:

i. Stores with suitable site conditions will open special sales areas separately, and stores with smaller areas will give gifts at the front desk, but all stores are required to be in Before the event starts, clearly identify the location of the sale area and promote the event content;

ii. Request gifts in advance and package them to avoid confusion at the start of the event;

iii. Customers are asked to line up in order to purchase products from the sale, and each shopping receipt is limited to purchasing any 3 products;

iv. All shopping receipts participating in the activity should be a single shopping receipt on the same day, and will be invalid the next day. Tickets cannot be accumulated;

v. If you purchase "special sale" products and return the goods purchased in the supermarket, you must use the shopping receipt to complete the return procedure, and return the "special sale" products together;

< p>vi. All gifts require cutting receipts and keeping daily accounts;

vii. The supermarket reserves the right to interpret this event.

d) Promotional copy: What can one dollar buy? A bottle of soy sauce? One bag of MSG or four bags of salt? able! As long as you shop at Lianhua Supermarket, such a dream can become a reality! Starting from February 1st, if you purchase a certain amount of health care products and wine gift boxes at Lianhua Supermarket, you can spend one yuan and receive back a bottle of soy sauce or a bag of MSG or other designated products. Such a discount You can see, such true feelings. One Yuan Storm quick sale, are you excited? Then act quickly!

3. Decoration

a) The entrance to the store is decorated with a big Ruyi knot, and some flagship stores use helium balloons to enhance the atmosphere;

b) Cashier The table is decorated with bright red silk and the Chinese character "福";

c) The main channel at the entrance of the store is decorated with a combination of large plum blossom bonsai + couplets;

d) Smiling face design on the shelves;

e) Special decoration of shaft: Chunman Lianhua - Advertising company proposes a plan

f) Regular decoration: banners, hanging flags, vertical banners, event posters, DM fountains, etc. China.COm edit. Supermarket Planning Part 3

1. Purpose of the event:

Mid-Autumn Festival, one of the three traditional Chinese festivals, National Day, and a long national holiday. This event is "Mid-Autumn Festival" and "National Day". The Mid-Autumn Festival focuses on the main theme of "Mid-Autumn Festival is more intense" and fully highlights the three major festival characteristics of the Mid-Autumn Festival: "reunion", "affection" and "gifts", and uses highly humane activities to impress consumers. The National Day chapter takes "Happy National Day" as the main line and is divided into four series: "Lucky", "Affordable", "Membership" and "Fashion". Through the National Day series of product promotion activities, we will strive to not only strive for product sales peaks, but also gain personality We will improve our product reputation and price reputation, so as to truly penetrate our holiday market.

2. Event time:

September 23, XX - October 8, XX

The National Day holiday ended on the 7th, and the Mid-Autumn Festival Giving gifts and having the reunion dinner are all done before the 6th, so the time for this event is set at the above time.

III.:

"Join the Mid-Autumn Festival and the National Day, and enjoy the wonderful Hualien Festival together"

IV. Activity content:

< p> Mid-Autumn Festival: "Happy Mid-Autumn Festival, full of love"

(I originally wanted to hold a Happy Mid-Autumn Festival gift exhibition, but I always felt that there was no momentum.)

"Happiness is here Hualian, the love is stronger"

1. XX Mid-Autumn Festival Food Festival - Mooncake Exhibition

In conjunction with the food festival, "Famous Moon Congratulations on the Mid-Autumn Festival - Joint Exhibition of Famous Brand Mooncakes" , focus on launching new mooncakes with different characteristics and flavors from famous brand-name mooncake manufacturers.

2. XX Nutritious and Healthy Products Festival

The Mid-Autumn Festival has always been the peak sales season for health care products, especially after the large-scale advertising of "giving gifts and health" in recent years. More and more consumers are choosing health care products as gifts during the holidays. On the other hand, since health care products have considerable profit margins, suppliers should be very strong in promotions, promotions, and cooperation. . Therefore, fully integrating the Mid-Autumn Festival promotion activities of various health care product manufacturers and launching a Nourishing and Health Care Products Festival can effectively reduce promotion costs on the one hand, and on the other hand, it can also effectively stimulate the sales of health care products during the festival. Supermarket Planning Chapter 4

Background:

The urban population of Jiangkou County is about 40,000, and it is divided into two urban areas, the old and the new. The old town has a large population and has many main roads and pedestrian streets as well as many commercial roads. Xincheng District is a newly developed area by the government. The newly built county government and local town government as well as the largest entertainment city in Jiangkou County are all located in the newly developed area. Real estate developers in the area have built two residential complexes and local residents have built more than a dozen private residences. The two communities have 13 buildings (the building structure is commercial housing). Each building has about 356 residents, and the residential buildings have about 300 people. There is a village not far from the development area, with about 300 households. Each household has four persons, and the total residential population is about 1,200. According to information from the government and real estate developers, the development zone will build a building materials market.

Haoyoulai Supermarket is located in the newly developed area of ??Jiangkou County, opposite the new county government (relocated before May 20xx).

Surrounded by the town government and 13 residential buildings (the residential population is about 4,600 people, all residents have not been relocated.) and the largest entertainment complex in Jiangkou County. Moreover, there is a village about 300 households about one kilometer away from the supermarket and more than 20 residential areas of various sizes.

1: Environmental analysis

1: Target residential group

Thirteen residential buildings, one village (about 300 households), the county people’s government, Town government, the largest entertainment city in Jiangkou County, scattered residences (more than 20 places)

2: Current target group

Individual households ten minutes from the supermarket, village population going to the market, others Floating population, construction workers.

2: Competitors

1: There is only one large-scale store (in comparison)

There is a certain degree of competition

2: The other five are all retail households

Non-competitive, but can generate customer losses

Both are not within the business district

Three: Transportation: < /p>

1: There is a bus stop

2: It is at the intersection of Shizi Road and has two main roads

4: Questions

1: The supermarket area is located in a newly developed area in Jiangkou County. According to the residential group, the new county government has not yet been relocated. Thirteen residential buildings are now sold out, two more are in progress, and the rest are under construction. All residents have not yet been relocated.

2: Since the supermarket is located in a newly developed area, there is no vegetable market or other places for citizens nearby, which shows that the supermarket is currently in a single situation. It is difficult to use other resources to attract customers.

Five: Migrant Workers Strategy:

The current target group and question 1 show that migrant workers are the current main target groups and the current number of migrant workers is judged by the sum of them. This resulted in a huge consumer group.

1: Product strategy (based on the living habits of migrant workers)

2: Price strategy (low price and affordable)

6: Future trends

1: Judging from the environmental analysis, competitors do not pose much of a threat (they are not within the business district)

2: There will be many people living in the future

3: Target residences The area is a higher-end residential area in Jiangkou (which means it has higher spending power)

4: According to nearby residents, a building materials city will be formed in the business district

5: The relocation of the county government will hopefully create a new economic zone in Jiangkou (but due to the local custom of going to the market, this economic zone is not suitable for going to the market, thus losing an advantage)

Seven: Threats (hypothesis) )

Based on analysis of residential groups and target customers as well as future trends. It is likely that a large supermarket will be located in this location in the future.

The residential development is divided into three phases:

Phase 1: Eight buildings have been completed and four have been sold. The remaining four buildings are in progress.

The second phase: three buildings are under construction

The third phase: two buildings have just finished laying foundations (including the hypothetical supermarket location)

Households are divided Three stages of relocation:

The first stage: relocating households, about 400 people. (The first phase of housing) lasts for half a year

The second phase: relocating residents, about 800 people. (The second phase of housing) lasts for one and a half years

The third phase: Relocation of households, about a thousand people. (The third phase of housing) time is two years

Assumption: If the scale of this supermarket is as assumed above, the estimated time will be one and a half years later. Because during the first stage of moving in, the supermarket cannot cover all expenses and will be in a loss-making position. Therefore, the presumed 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 establishment of its market position)

Analyze and judge from now on: imagine from three aspects, but the implementation time is one year later. Because the establishment of the supermarket storefront can only be completed after a year.

First aspect: The supermarket has five facades and an area of ??250 square meters. Preliminary estimated funds (x million). However, the supplier’s estimated initial funding is 70,000. The optimal opening time for a supermarket of this size is positioned in the second phase.

Second aspect: The supermarket has six storefronts and an area of ??300 square meters. Preliminary estimated funds (x million). However, the supplier’s estimated initial funding is 90,000. The optimal opening time for a supermarket of this size is positioned in the second phase.

The third aspect: the supermarket has seven to eight storefronts, covering an area of ??350-400 square meters. The initial estimated capital is (x million), but the supplier's starting price is between 10 and 12. The best time to position a supermarket of this size is in the third stage. (It needs to be considered whether local residents can make a supermarket of this size profitable).

Assume that the threat levels of competitors are subdivided: the first stage is the most competitive competitor, the second stage is the biggest threat competitor, and the third stage is in a wait-and-see state (adjust strategies at any time according to the situation).

Marketing methods:

1: Short-term strategy

2: Mid-term strategy

3: Long-term strategy

All three must be based on funds, supermarket capabilities, resources, the number of residents to be relocated at each stage, and the progress of residential construction. Let’s consider it

1: Short-term (time period is half a year)

Current target group:

According to the data, the surrounding villages are ten minutes away from the supermarket Retail investors (but some will be intercepted by competitors)

Strategy:

Judging from the current situation, today’s target group is the main customer of the supermarket, the most important profit point.

Carry out strategies based on hypothetical competitors

1: Product pricing

2: Increase visibility

3: Increase reputation< /p>

4: Core competitiveness (concentrated resources)

5: Adjust strategies as the environment changes

Product pricing

1: Based on the entire Comparative pricing of three large supermarkets in Jiangkou County ()

2: Pricing based on product space

3: Psychological pricing (such as transparent products positioned at low prices, non-transparent products priced at high prices) < /p>

Increase awareness

1: Publicity (formulate large advertising banners)

2: Product, price (use word-of-mouth marketing)

3 ：Service attitude

4: Whether it is possible to add specialized products (use differentiated word-of-mouth communication of products)

Increase reputation

1: Service attitude

2: Superior products and favorable prices

3: Supermarket shopping environment

Core competitiveness

1: Dispersed funds

Spread existing funds to purchase goods. For example: the best-selling products are advanced, stock less, and purchase more products to make the products more diversified.

2: Concentration, multiple product categories

3: Supply chain (whether it has advantages)

2: Mid-term (time is from half a year to one year) < /p>

The mid-term marketing strategy should be considered from the number of residents relocating, the development status of the surrounding environment, and the response to the short-term strategy.

1: Resource integration

2: Financial advantage

3: Customer resources (formulate corresponding strategies)

Resource integration

Determined based on the number of relocated households

1: Find a gas dealer to see if it can be sold on behalf of others (highlighting the advantage of convenience)

2: Find a mineral water dealer

Resellers, check to see if they can sell on behalf of others (to further create convenience advantages)

3: See if one person can do special errands (specialize in running errands for customers to handle some chores, such as: electricity bills, water bills charges, telephone charges) shall be charged accordingly according to our customers or non-customers.

Capital advantage: Expand business scale (note whether the environment will restrict the expansion of business scale)

Customer resources:

1: Apply for the corresponding membership card system< /p>

2: Carry out monthly, weekly, and daily activities

3: Long-term (from one year to two years later)

Long-term marketing strategy, through short-term The degree of change of the strategy in the mid-term (to see if the assumptions are met), the number of residents in the entire area, the flow of people, and the surrounding environment will be considered.

1: Price the product again

2: Formulate strategies based on the assumption that competitors will enter

3: Attract investment (such as introducing vegetable vendors and other goods suppliers) Note : Must be determined according to the scale of the supermarket

Product re-pricing

1: Supermarket scale

2: Supplier

3: Supermarket operation Situation

Develop strategies based on the assumption that competitors will enter

1: Improve from the mid-term strategy. Consider whether you have the ability to expand

2: The environment of the location where the supermarket is located, factors that limit supermarket expansion

3: If competitors appear, according to the category of the competitor’s business Implementation strategy

Investment strategy

Two factors will limit the implementation of the investment strategy

1: It is assumed that the supermarket can have the ability to expand

2: The location environment does not restrict supermarket expansion

Strategy: If the two factors do not exist

1: Recruit braised vegetables (this strategy must be adopted according to local eating habits)

2: Increase the facade to create a lettuce area (depending on whether there is a vegetable market in the local 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 sufficient funds and the supermarket's own ideas). For example: recruiting small vegetable stalls near the supermarket into the supermarket (the reason is to attract those retail investors). First, there is no charge for the first one or several months (the reason is to let them see that supermarkets make more money 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) Supermarket Planning Chapter 5

Event location: xxxx store xx supermarket xx shopping mall

Event theme: New Year’s big discount, shopping Give big gifts

1. Shopping and give gifts

2. Welcome the new year with a hundred years of happiness

3. Draw big prizes in the new year

Activity 1: Shopping Gift giving

Event time: December 30th---January 7th

Gift distribution location: cashier on the third floor

Event content:

Customers who shop at the +++++++ store and pay the full price at the cashier can participate in this event.

If you purchase more than 1,000 yuan (including 1,000 yuan), you will receive a bottle of Blue Moon hand sanitizer as a gift;

If you purchase more than 3,000 yuan (including 3,000 yuan), you will receive a stylish pillow as a gift;

If you purchase more than 6,000 yuan (including 6,000 yuan), you will receive a free rice cooker;

If you purchase more than 9,000 yuan (including 9,000 yuan), you will receive a free set of bedding.

Event details:

1. During the event, customers can participate in this event by purchasing over 1,000 yuan and paying the full amount at any bank of ++ Home;

< p> 2. This activity requires a single purchase with the "Taste Space" shopping voucher, and the amount does not accumulate;

3. Customers who have paid a deposit but not paid the full amount during the activity will not participate in this activity;

4. Pay a deposit before the event, and pay the full amount during the event to participate in the event;

5. If a return occurs, the gift must be returned at the same time, and the gift packaging must be kept intact, and returns and exchanges shall be made according to the shopping mall Goods are processed according to regulations.

6. Samples and special offers are not included in the shopping gift-giving activities.

Procedures for gift distribution at the event:

1. Customers bring their consumption tickets to the cashier on the third floor;

2. Accept registration and signature at the gift registration office Confirm;

3. The gift distribution office distributes gifts. Recycle the blank consumption tickets and stamp them.

Return and exchange procedures:

1. If a return occurs, the gift must be returned at the same time, and the packaging of the gift must be kept intact;

2. If returned If the prize affects the second gift, the customer must return the corresponding amount of cash according to the actual value of the gift;

3. If a partial return or exchange of an item occurs, resulting in an increase in the transaction amount, no replacement gifts will be issued; resulting in a transaction If the amount decreases, the gifts will be returned in proportion to the amount reduction. The specific method is as follows: the order of refunds is the highest award → the lowest award generated by this shopping list; the highest award → the lowest award... (and so on);

4. If the entire order is returned, all gifts must be returned;

5. Other matters shall be handled according to the return and exchange regulations of this mall.

Activity 1: A century of good fortune and welcome the new year

Activity time: December 30th---January 7th

Gift distribution location: Cashier on the third floor Taiwan

Consumers holding a marriage certificate of XX year (valid throughout the year, limited to one certificate), who spend more than 1,000 yuan (including 1,000 yuan) in the ++ home ++ store, in addition to participating in the mall's on-site promotions during the same period In addition, you can also get a stylish pillow.

Activity 2, New Year’s Prize Draw

Activity time: December 30th---January 7th

Prize ticket distribution location: ++ Each shopping mall Cashier counter

Prize ticket placement location: Cashier counter on the third floor

Prize draw time: 15:30 pm on January 7, XX

Event details: < /p>

1. For every 1,000 yuan of shopping (including 1,000 yuan), you can get a lottery ticket at each bank with the sales ticket from ++ Home and have it stamped on the ticket;

2. Multiple orders and counter groups can be accumulated;

3. Customers who have not paid the full payment will not participate in this event;

4. Winning the special prize and first prize Customers who win prizes should pay 20% personal income tax;

5. If a customer returns the entire order, in addition to returning all promotional prizes, if the prize is drawn in the lottery, it will be returned together after confirmation.

Award settings:

There will be 1 special prize worth 3,000 yuan.

1 first prize worth XX yuan;

3 second prizes, worth 800 yuan;

4 third prizes, worth 300 yuan

How to fill in the lottery tickets and draw the prizes: < /p>

1. After paying the full amount at the cashier, customers can receive a lottery ticket for every 1,000 yuan they spend, and can accumulate multiple orders and multiple counter groups without any cap;

2 , Customers must fill in the relevant information required on the lottery ticket clearly;

3. The lottery box is set up at the cashier on the third floor;

4. January 7, XX, 15 pm : 30, and the grand prize will be drawn by on-site customers;

5. The lucky winner will be notified by the company within 24 hours to claim the prize;

6. The winner will receive the prize within 7 days after the event ends efficient.