Seven supermarket marketing activity plans for Lantern Festival

The festivals and custom-saving activities of Lantern Festival are extended and expanded with the development of history. How to write a complete book about the marketing plan of supermarket for Lantern Festival? Next, I will bring you a complete collection of supermarket marketing activities for the Lantern Festival. I hope you like it!

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1. Activity background

On the 15th day of the first month of the lunar calendar, just after the Spring Festival, the traditional festival of China-Lantern Festival is ushered in. The 15th day of the first month is the night of the first full moon in a year, and it is also the beginning of the Yuan Dynasty. On the night in spring returns, people celebrate it, which is also a continuation of celebrating the Spring Festival. Eating glutinous rice balls, enjoying lanterns and solve riddles on the lanterns are several important folk customs of the Lantern Festival.

With more and more enterprises entering the market of glutinous rice balls, the competition among several major brands such as Missing, Wufeng, Sanquan, Longfeng and Guanshengyuan is becoming more and more fierce. So far, the competition has almost become incandescent, and increasing sales volume has become a difficult problem for almost every enterprise. Every enterprise tries its best to increase its sales volume and win profits. Therefore, how to do a good job in promotional activities before the Lantern Festival is of great significance to improve the sales volume and market share of Sanquan Tangyuan, consolidate the market position and enhance the popularity of Sanquan brand.

II. Activity Objectives

This promotion will be held from February 2 to 24, 2, mainly through a series of publicity and promotion activities to enhance the popularity and reputation of Sanquan Food, expand the influence and scope of Sanquan Tangyuan, and promote the terminal market sales of the three series of Tangyuan, namely "Sanquan Lingtangyuan", "Sanquan New Tangyuan" and "Really Love Fruit Tangyuan" during the Lantern Festival.

(1) Sales target

Let more consumers know and know the multi-flavor glutinous rice balls of Sanquan Company, let consumers know the characteristics of Sanquan glutinous rice balls in the shortest time, and train more consumers to buy Sanquan glutinous rice balls, so as to achieve the sales target of 1, Jin in Hangzhou during the Lantern Festival.

(II) Profit Target

Through the promotional activities during the Lantern Festival, the sales volume of Sanquan Tangyuan will be increased, and the sales profit during the Lantern Festival will be 5, yuan.

(3) Market share target

This promotion activity, Sanquan Tangyuan, is divided into three series: Sanquan Lingtangyuan, Sanquan New Tangyuan, and Guoran Love Fruit Tangyuan, to expand the market share of Sanquan Tangyuan, so that consumers can personally experience different tastes in the market, cope with the fierce competition in the market, strive for more sales opportunities, quickly win the huge market of Tangyuan consumption, and finally gain a bigger market.

III. Activity plan

(1) Early stage: advertising promotion plan

Time: January, 2__

Publicity form and content:

1. Network promotion: major well-known network TVs such as Youku, Singular, Sohu and LeTV

2. Television and radio advertisements: Hangzhou local TV station.

3. Point-of-sale advertisements: Posters and other small-scale advertising materials should be posted at all points of sale in Sanquan Food. In large supermarkets, advertisements should be clear and definite, and it is best to use images with visual impact to attract consumers' attention. Food is different from ordinary articles for daily use, which arouses people's desire to eat through the stimulation of pictures.

publicity purpose: to make the public have a certain knowledge and understanding of Sanquan Tangyuan, and have a good impression and a certain desire to buy, and gradually cultivate the habit of eating Tangyuan for a long time, so as to pave the way for the later work.

(II) Later stage: promotion plan of activities

1. Activity 1

Time: February 2-24, 2__ _

Activity theme: * * * Enjoy the reunion at Yuanxiao, and Sanquan Tangyuan will accompany you

Activity location: supermarkets and shopping malls in Hangzhou

Activity content: at. At the same time, promoters cook dumplings with different tastes on the spot, and consumers can try and buy dumplings according to their preferences. Moreover, promoters should actively publicize the on-site activities of bringing their families to pack dumplings on the 23rd and register in advance.

during the promotion period, you can get a spoon with Sanquan enterprise standards when you buy it in 28 yuan at one time, a soup bowl when you buy it in 38 yuan at one time, and a bag of Sanquanling 2g gift dumplings when you buy it in 58 yuan at one time. The more you buy, the more gifts you get. 2

After the Spring Festival, customers' enthusiasm for consumption decreased. Lantern Festival is the first festival after the Spring Festival. Therefore, make full use of the lively, festive and reunion atmosphere of the festival to stimulate and induce customers' consumption, regain their enthusiasm for consumption and improve the overall sales. Therefore, the corresponding activity planning is also essential. In addition, through various novel and effective promotional activities, we can consolidate existing customers, tap and cultivate new consumer groups, and enhance the popularity and reputation of supermarkets.

1. Theme of supermarket Lantern Festival promotion program:

Love Lantern Festival, unforgettable tonight

2. Contents of supermarket Lantern Festival promotion program:

Activity 1. Love Lantern Festival, true feelings

Activity time: March 1-March 4

Activity purpose: to attract popularity and increase sales. To improve the popularity and reputation of the supermarket

Activities: Customers who come to the supermarket for shopping from March 3rd to March 5th can get one (three-five) "Deep Love Lantern Festival" at the gate for free with the computer receipt of that day, with a daily limit of 5 copies.

Activity details: A spot for cooking Yuanxiao will be set up at the gate of the supermarket, and a waiter will provide customers with Yuanxiao gifts.

Props: prepare a pot, 5 disposable plastic bowls, and 1 box of toothpicks (sponsored by the supplier)

Activity 2. Have fun with Lantern Festival and riddles

Activity time: March 1-March 4

Activity content: hang lantern riddles at the entrance of the supermarket every day; Customers who shop during the activity can get a copy of Yuanxiao (worth 2 yuan) from the service center with a computer receipt and dm cut corners or post-it notes, as long as they guess more than one riddle and write it on a post-it note, with a daily limit of 1 copies. Activity 3. Happy shopping in the supermarket

Activity time: March 2 to March 5

Any customer who has made a one-time shopping in 48 yuan during the activity can get a bag of glutinous rice balls (worth 3 yuan) from the service center with a computer receipt, with a daily limit of 3 copies; Similarly, after shopping in 88 yuan, you can get a bag of glutinous rice balls (worth 5 yuan) from the service center with a computer receipt, and you can only send 1 copies every day. After shopping for more than 18 yuan, you can get a bag of rice (8 kg) (worth 8 yuan) from the service center with the computer receipt, and you can only send 1 copies every day.

note: the amount of receipts cannot be accumulated, and each receipt is limited to one copy. Selected articles 3

Activity time:

February 21-February 23

Activity purpose:

Attracting popularity, increasing sales, and improving the company's popularity and reputation

Activity content:

Customers who come to this shopping mall on February 4-February 5 can come to the gate for free with their computer receipts.

Activity details:

A spot for cooking Yuanxiao will be set up at the gate of the supermarket, and a waiter will provide customers with Yuanxiao gifts.

Props:

Prepare a pot, 5 disposable plastic bowls, and 1 box of toothpicks (sponsored by the supplier)

Rules of the game and redemption methods:

1. I must paste the answer on the riddle.

2. Only after the certificate is confirmed according to the serial number can the caries be collected

3. Only after the valid certificate (ID card, student ID card, driver's license, etc.) is registered can the caries be collected, and each certificate is limited to 3 copies.

interior and exterior decoration plan of the store:

1. Lantern Festival Lantern Festival will print 8-1 riddles

2. One rainbow arch across the road (thriving in the new century and eating Lantern Festival)

3. Layout of Lantern Festival: 1 riddles

4. Advertising by TV stations and meteorological bureaus < 1, copies of color leaflets

7. Hanging photo billboards: ***3 pieces on the east, round gate and south gate of the first floor

8. The atmosphere of the Lantern Festival is arranged in the supermarket

9. The supermarket is arranged with "Yuanxiao Food Street"

1. Banners: ① There will be a lantern riddle quiz on the fifteenth day of the first month! Guess! Guess! 2 celebrate the reunion, eat the Lantern Festival, open the door and see the gift, and send red envelopes. 3 Happy Lantern Festival is also happy for seven days in the New Year. 4 Eat the Lantern Festival with great enthusiasm. 5 I will accompany my parents to visit the prize-winning essay contest in the new century (from the sixth day of the first month to the twentieth day of the first month)

11. Activity billboards: 2 big billboards and 12 small billboards. 1. Pull up 1 pieces of treasure

12. Decorate the Lantern Festival supermarket with red glass doors on the first floor. 4. Selected works of marketing activity plan. 1. Purpose of the activity:

Before the school starts, the promotion products are mainly gifts, glutinous rice balls, low-temperature food and school supplies. At the same time, the promotion activities should be colorful in order to attract customers who come to enjoy the lanterns around the Lantern Festival.

second, activity time:

January 28th, 2 _ _ _-February 6th

third, activity theme:

Lantern Festival "colorful" and "price"

fourth, activity mode:

environmental beautification

1. Red lanterns are hung at the entrance of the supermarket.

2. Decorate the atmosphere at the supermarket main desk, and at the same time make a lantern riddle banner and put it in front of the main desk to arouse customers' interest and facilitate the activities.

3. The supplier needs to decorate the environment of the goods area for glutinous rice balls.

4. Decorative materials, images and costumes required by other suppliers for promotional activities

Activity 1. The Lantern Festival is full of "colors" and "prices"

1. Activity reference: 5-1 kinds of low-priced goods are mainly introduced and posters are made, among which posters are used for key publicity, and the photos of goods can be as small as possible; For other promotional products, 5-8 kinds of goods are selected for promotion in each commodity class, and for unsalable products, zero gross profit can be selected for sale, so that customers can finally feel the benefits.

2. Source organization: each commodity class actively orders and replenishes goods in the later period according to the promotion details and schedule

. In case of shortage or phenomenon, each supervisor is responsible for the supervision and guidance of promotional products organization and summarizes the problems for discussion and improvement.

Activity 2: Colorful Lantern Festival

Activity mode: Before the Lantern Festival, customers who spend more than 18 yuan on a single small ticket in Ginza can get one lantern, with a daily limit of 15. Small tickets are valid on the same day and do not accumulate. Group purchase and wholesale orders do not participate in this activity.

Activity time: 2__.2.4-2__.5

Activity fee: 5X15X2=21 yuan

Activity III. Send Lantern Festival

1. Activity mode: On the day of Lantern Festival, when the supermarket purchases more than 128 yuan, you can get a bag of Lantern Festival worth 6 yuan.

2. Activity requirements: the business department is responsible for negotiation to reduce the purchase price and activity expenses

3. Activity time: 2__.2.6-2__.2.6.

4. Activity fee: 5X4=2 yuan. Activity planning

Activity 4, solve riddles on the lanterns, giving gifts

Activity mode: All customers who come to shop can draw a lantern riddle with the shopping receipt, and get a gift (worth 3 yuan) if the answer is correct;

Activity time: Feb. 4, 2__ _-Feb. 6, 2 _ _

Activity content: During the activity, anyone who shops all over 68 yuan in the supermarket can draw a lantern riddle, and

if you answer correctly, you can get a gift from 3 yuan, with a limit of 1 copies per day.

Activity fee: 3X1X3=9 yuan

Activity 5. Opening gas station

Activity mode: books offer a special surprise price of 12.8 yuan per catty, and good books are weighed by catty, easy to read

and nutritious; School supplies are 1% off, some are 2% off, and the lowest is 5% off. Selected articles 5

1. Theme:

Affectionate flower viewing lamp

2. Activity time:

February 1, 2 to February 14, 2

3. Activity content:

(1) Supermarket promotion (activity time: 2

2. You can get a free and exquisite package (except the gift box) when you buy chocolate all over 58 yuan;

(2) Couples touching each other (activity time: February 14th, 2__ _)

Free red wine tasting, fresh tasting activities, on-site steak, fruit salad, on-site baking tasting and red wine tasting (for couples);

(3) solve riddles on the lanterns activity (activity time: February 11th, 2)

Any customer who answers correctly in solve riddles on the lanterns on the 15th day of the first month can get a GBF exquisite shopping bag for free; (riddle storage location: find it anywhere in the supermarket display cabinet)

(4) Buy and give away dumplings (activity time:

February 1-February 11, 2)

1. Customers who spend more than 128 yuan at one time during the activity can get a free bag of dumplings at the service desk with the shopping receipt;

2. If the shopping is over 288 yuan, you can get 2 bags of glutinous rice balls free of charge at the service desk with the shopping receipt (limited to 5 copies per day);

remarks: the receipt is based on a single receipt of the day, and the receipt amount cannot be accumulated;

the quantity is limited until it is delivered;

(5) Promotion activities of GBF recharge membership card (fixed face value card)

5 yuan recharge will be given to 5 yuan; Recharge 1 yuan to 1 yuan; (Please go to the supermarket service desk to recharge, please consult the staff for details); 6

Theme: Love Lantern Festival, unforgettable tonight

Purpose of the event

After the Spring Festival, customers' consumption enthusiasm decreased. Lantern Festival is the first festival after the Spring Festival. Therefore, make full use of the lively, festive and reunion atmosphere of the festival to stimulate and induce customers to spend and pick up.