Summary of food promotion activities (1) In early summer, the sales season of beverage products has arrived, and competitors such as xx, xx and xx are competing with each other in the xxx market. They are gearing up and trying to implement new promotion strategies. How to give full play to the existing advantages, pre-empt, seize market share and consolidate market position has become the top priority of xx Company. Summer is also the off-season of flour products sales. How to make the off-season not dull, instead of making summer a "blind spot" for sales, it is necessary to organize a promotion activity for all products with some hot-selling products.
Media campaign:
To make the promotion activities more influential and effective, it is necessary to "follow the trend and create momentum". Dahe newspaper is the largest newspaper in Henan and one of the top 100 newspapers in the world. Its circulation and public attention are among the best in its kind. Therefore, the theme slogan of this activity was named "Good Life in Dahe xx". Emphasis is placed on expanding the brand's popularity and influence in the local market with the help of the popularity of Dahe Daily. Two weeks before the event, we began to publish a full-page "Beautiful Life of Dahe xx" in Dahe Daily, and advertised at the bus stop to warm up the market through the media, laying a good foundation for later sales.
Activity arrangement:
1. The activity time is X month X day -x month X day. From the perspective of brand promotion and profit-making, June is the peak season for beverage sales, so beverage promotion has become the main project of the event. During the whole activity, we choose the middle four weeks, and choose different complete sets of products to promote profits according to different emphases every week. For example, xx, xx and other "tea" series products are a set of promotions, and "xx, xx" and other "multiple" series products are a set of promotions. Arrange activities in this way, so that there will be new content every week, which will bring uninterrupted visual and psychological impact to consumers and enrich activities.
2. Monday to Friday, "buy and send", in the form of buying, sending and giving (bundling flour products and drinks) to promote sales during the period of low popularity. On weekends, the popular "limited time and limited surprise purchase" will hit competitors and seize the "ultra-low specials and super gifts" of tourists.
3. Public welfare activities
This promotion is accompanied by a charity event, your love for my studies, and the charity sale of xx products to show your true feelings. This activity coincided with the college entrance examination, and the charity sale revealed the true feelings. While offering love, it well established the public image of the company.
4. Carry out sketch competition
Launching a sketch competition for children's mothers can not only enhance the parent-child relationship, but also expand the influence of xx brand among children, because they are surrounded by brand changes when they are young, cultivate their brand awareness and brand loyalty, and make xx deeply rooted in the hearts of children when they are young.
5. During the event, the director of Taiwan compatriots' Henan office and his party were invited to give a speech at the event site, and major media reporters also went to the scene to interview, and the CEO of xxx Branch personally delivered a speech to create momentum for the event!
Activity execution:
Departmental coordination
This activity involves many departments such as planning, sales, finance, promotion, warehousing and transportation.
1. Clear responsibilities in advance
As this "xxxx" activity involves many departments, all departments mobilized and coordinated in advance, and carried out a detailed division of labor, with clear division of labor and responsibility to people. The planning department is responsible for the implementation and tracking of the whole activity, external publicity, hard and wide design, soft text writing and POP production; The promotion department is responsible for the promotion, training and management of shopping guides, the layout of shopping malls, the management of on-site posters and POPs, and the on-site management of activities. The storage and transportation department is responsible for checking the inventory to ensure timely replenishment; The sales department is responsible for maintaining good order at the scene.
The finance department is responsible for collecting money.
2. Prepare for various activities.
In the activity of "Better Life in Dahe xx", we will enter the countdown stage, and make all preparations to ensure the smooth progress of the activity.
Site preparation: Determine the activity site, especially the display and setting of outdoor activities during the activity, which must be done well in advance.
Material preparation: according to the scale of the activity, prepare corresponding promotional materials in advance, such as product leaflets, promotional activity leaflets, promotional banners, promotional gifts, promotional posters, prizes, etc. Ensure that all materials are in place the day before the event. Arrangement of display, goods delivery, product advertisement, pop music, etc. It should be done the night before the event, so as not to finish it in a hurry on the day of the event, and not to finish it at the peak of the event, so as not to cause confusion and inconvenience in the event.
Personnel preparation: determine on-site guidance, dispatchers and product promoters. During the activity, the shopping guide, promoters and planning leaders should arrive at their posts in advance, reconfirm that the preparatory work is in place, and sort out the promotional products, display layout, product and gift stacking, price labels, etc. The person in charge of planning will follow up the whole process, understand the shortcomings of preparation and scheme, improve and adjust in time, and provide on-site counseling for promoters.
Personnel training:
The training of "Great River xx Good Life" is divided into two parts: the first part is the training of executive members' activities; The second part is targeted sales training for sales promotion personnel and shopping guides.
1. The executive training is guided by the person in charge of the event planning, and the planning content is comprehensively explained through oral, written, graphic and live demonstrations, so that every executive can achieve-global brand network-clear the purpose, policy, implementation process, matters needing attention and unified propaganda caliber of the event. The responsibility for the preparatory work lies with people, and the completion time and inspectors are defined to ensure that all the work is put in place before the activity.
2. Conduct targeted training for shopping guides.
Shopping guides and promoters are the core of the whole activity, and their words and deeds directly affect sales and brand reputation. Therefore, it is necessary to carry out targeted sales skills training for them, so that shopping guides and promoters can have a deeper understanding of the purpose and policies of the activities and master sales skills. The training of sales skills includes the training of sales mentality (keeping a positive and happy attitude from the first refusal of customers, and taking the initiative in sales skills), the training of sales skills (consumer objection answering skills, target consumers) and so on.
Activity evaluation:
After the launch of this activity, the influence of xx brand and its reputation among the people were well publicized, the market share was expanded, the sales volume was also increased, and the sales volume of noodle products was boosted. On the whole, it was quite successful!
Summary of food promotion activities (2) 1. Preface of meat food marketing planning scheme
With the increasingly fierce market competition, the means of competition are increasingly diversified. Advertising plays an increasingly important role in market competition. Through advertising, we can constantly enhance consumers' confidence and guide their ideas. With the increasing diversification of media methods, enterprises have more and more choices, which makes it difficult for many enterprises to choose one or several media methods to effectively publicize and promote products and enterprises.
At present, China's meat processing and production market is still in the development stage, with many manufacturers and mixed fish and dragons, and the immature legal environment and market order are affected to varying degrees; Many manufacturers do whatever it takes to make a profit. Jinhua's poisonous ham is a good example.
Xx Company is a well-known company that produces and processes meat products in Island City. In the market competition, the company has improved its competitiveness through resource integration and gradually formed a relatively complete product series. On the basis of traditional products, it adds barbecue products. When "returning to nature and enjoying life" becomes the pursuit of more and more urbanites, unique barbecue products will be favored or even sought after by people. At the same time, in the market competition, enterprises constantly use TV and newspapers to improve their popularity and publicize their corporate image; At present, enterprises are developing well in Qingdao and its nearby areas. With the development of the company, its market is also expanding, so it is necessary to enter new fields. In the new market, pre-advertising is more important. Under normal circumstances, its main function is to cultivate its brand awareness and popularity in the target market, not to increase its sales. Trains are the media connecting various regions and an important way of information dissemination. In addition, in order to adapt to the characteristics of train sales, the packaging should be improved to make the products more acceptable to the passengers on the train, so as to effectively use this unique sales channel and maximize the sales volume. At the same time, this brand-new exclusive sales model also shows the super strength and unique market expansion strategy of the enterprise, which is conducive to promoting products and enhancing the market appeal of the enterprise.
Now, we solemnly and sincerely recommend a new media method-train TV media, which can bring you unexpected results.
Second, the feasibility analysis of meat food marketing planning scheme
1. competitor analysis: At present, the competition in Qingdao meat food market is fierce, and brands such as Hope, Delis, Qinglian and Dewei also have a certain market share in Qingdao. They improve their market competitiveness and market share through continuous advertising and promotion activities, and xxx is facing a huge test.
Hope, which has a long history of production, has established a huge sales network, built more than 400 monopoly chain stores, and established sales cooperation relations with many shopping malls and supermarkets at home and abroad. It is hoped that the sales volume and reputation of low-temperature meat products will rank first in all sales areas; Enthusiastic about social welfare undertakings, praised by all walks of life.
Dewei, which integrates acquisition, processing and sales, has total assets exceeding 400 million yuan and won many honors. It ranks 15 among the top 50 enterprises in China meat industry and is a leading enterprise in agricultural industrialization in Shandong Province. Have one's own farm; Strong annual production capacity, high product quality, deeply trusted by consumers. Especially recently, it has stepped up its publicity and market expansion.
Delis, who has absorbed the scientific concept of "low-temperature meat products" of foreign meat-eating nations, has great influence in the low-temperature meat food industry in China. He vigorously promoted his products and culture on TV media such as xx Satellite TV, and his slogan "Wish people a long life and accompany Delis" is even more well known. Strive to create a modern corporate image, introduce CIS image integration system in all directions, and actively carry out "5S" activities.
The Times Youth League, which was controlled by xxx Co., Ltd. in 20xx, has greatly enhanced its financial strength; At the same time, "xx" brand raw meat products are the only registered "assured meat" brand in Qingdao. It has a huge customer base and influence in Qingdao.
The survival of enterprises must be realized in competition, and only competition can promote them. The gathering of xxX, xx and other products in XX market not only shows the potential of Qingdao market, but also shows the fierce market competition. They have strong strength in the industry, whether it is capital or technology. If they want to survive in such cruel competition, they must actively develop themselves, publicize themselves and improve the competitiveness of enterprises.
2. Enterprise competitiveness analysis:
In xx, fierce market competition tells xxx that it needs to go out and seek better and broader development space, but going out requires strong enterprise competitiveness.
Strong marketing efforts. Improve the market position and brand awareness and popularity through newspapers and TV broadcast media in Qingdao; Hold promotional activities from time to time to take the initiative in market competition; The recent public solicitation of corporate logos, on the other hand, shows the desire of enterprises to break through geographical restrictions and better participate in competition and expansion in other regions.
Differentiated market positioning. Market-oriented, constantly increase new products and profit growth points, improve its own market share, and gradually form a relatively complete product category.
Advanced production technology. Try to learn from foreign advanced experience and actively introduce and develop advanced production technology; The appearance of barbecue products fills the blank of meat food in China.
Excellent service guarantee. Having its own logistics system can deliver the freshest products to consumers in the shortest time, which is undoubtedly very competitive for the meat industry with high preservation requirements.
Strong capital strength. Strong ability in production, equipment, market investment and fund raising and application; Have rich experience in risk assessment.
Good talent mechanism. Pay attention to the cultivation and reserve of talents, ensure that the enterprise has the right people in the right position in the process of expansion, and ensure the normal operation of the whole system; Strong technical research and development personnel, with strong product development capabilities.
Enterprise competitiveness is a comprehensive measure of various indicators, which requires enterprises to achieve effective coordination and balance in all aspects in the development process. To sum up, xxx has the conditions to develop to a higher goal in terms of capital, technology and talents. In development, the most important thing is to fully integrate existing resources and turn them into advantages, and deliver them to customers and consumers in a timely and effective manner. This requires us to create a new and broader information dissemination platform, stimulate consumers' desire for consumption, enhance consumers' confidence in consumption and take the initiative in the market through brand-new communication experience.
3. Marketing strategy analysis: Any enterprise needs to have a clear marketing strategy and develop gradually under the guidance of its market positioning. At present, the target market of xxx is mainly Qingdao and its vicinity, but with the development of enterprises and the change of market situation, we need to go out and find new profit growth space. We should choose the target market according to the comprehensive conditions. GDP is an important measure. Because the north prefers livestock food, while the south prefers poultry and wildlife food, and the food culture in the south is very different from that in the north, so we should focus on the northern market. Due to the special relationship between Qingdao and Shandong and Shandong's large GDP, our preferred target market should be Shandong market, and the main markets in Shandong province should be those towns with relatively developed economies. At the same time, we should also consider the gradual development of Hebei, Jiangsu, Anhui and other surrounding areas, so when we choose advertising time, we should focus on these aspects. When choosing marketing methods in new fields, we should first understand that advertising is an intangible investment and needs a long process of adaptation and influence. At the initial stage of the market, the input-income ratio should be fully considered. Secondly, in the market competition, the publicity effect of competing with the media is not ideal, and foreign media generally have a sense of protection, which has a great influence on our marketing methods and effects; Moreover, competitors have a certain market share in the local area, and local protectionism is serious; Finally, because in the national TV media such as CCTV and provincial satellite TV, the investment is large and the purpose is not strong, which has strong effectiveness in shaping the brand image, but it has little influence in the target market. Therefore, advertising investment should be coordinated with brand building and product promotion to achieve a win-win situation; It is this feature that train media can combine brand building with product promotion in the target market.
Third, the marketing demand of meat food.
As an indispensable part of people's lives, meat food is closely related to people's lives. Xxx has grasped this point well. In terms of product quality, the software and hardware are continuously improved, and the accuracy of quality inspection is improved through the improvement of hardware facilities. Through the implementation of software such as quality management, it provides a reliable guarantee for the quality of "xxx" brand and establishes a good brand image. At present, with more and more attention paid to the quality of life, "green environmental protection" is still a major complaint point in our publicity. If a product wants to serve people, it must first have the most popular features, and then it can be treated with features. Therefore, all walks of life have launched the banner of "green environmental protection", which is a life concept. We can't go against the trend, but we should still play the banner of "green environmental protection" and let consumers dare to buy first.
With the increasing popularity and proliferation of "green environmental protection", we should also have our own characteristics to win in the competition, and produce products with our own characteristics and culture with advanced technology and equipment and unique cultural concepts. Raw materials are provided by places designated by the government or enterprises, with high quality and guaranteed hygiene; In processing, the original attributes of food are kept as much as possible, and the barbecue products keep the original flavor of food to a great extent. At present, people in many large and medium-sized cities, especially those with high work pressure, yearn for the life of nature very much, and like the green and original flavor of food, which makes urban consumers who rarely go outdoors enjoy the delicious nature at their doorsteps. Therefore, we put forward the second appeal of product promotion: returning to nature.
Products are the profit source of enterprises and the foundation of their survival. Therefore, only by producing competitive products can we be sure of winning. The products we produce are finally consumed by people. Only when people consume our products can we make profits and enterprises survive. Products can be sold, not only need to be highly competitive in terms of quality and service, but more importantly, be responsible to society and consumers, so that we can realize our own interests while fulfilling our social obligations. The launch and expansion of new products of enterprises are aimed at spreading our own food culture to more consumers. Therefore, when implementing and publicizing the expansion strategy, we should first stand on the standpoint of social morality, which leads to the third concept: let everyone enjoy health.
Four, meat food marketing planning scheme
According to the characteristics of the train, we have formulated a product marketing plan for you, including two parts:
1. Train supermarket. Taking advantage of the environment of the train itself, we consider moving the supermarket to the train. The passenger flow of trains is very large, about 20 million passengers a year. The routes we operate cover about 300 million people in coastal open areas, so the market space is huge. We can provide you with meat products for sale on the train. There are various forms of sales on the train. The train not only has a fixed restaurant and sales point, but also an uninterrupted multi-frequency mobile dining car for sale, which can be close to every potential consumer, which greatly improves the possibility of consumption. We can also promote products through oral sales and ribbon promotion by train staff, and plan and organize some interactive programs to promote and publicize products according to the needs of market development. At the same time, the advertisement of delicious set meal made by xxx food is broadcast during meal time, and the advertising language is set up (xxx reminds you that it is lunch/dinner time, please eat on time, and wish you good health and a pleasant journey), which can further stimulate consumers' appetite and desire to buy.
On the other hand, most of the passengers on the trains we operate have strong purchasing power, and they generally have distinct life concepts and health awareness. Therefore, under the condition that we reduce the price of food on the train, our sales volume will be greatly increased than before.
Finally, based on the principle of cost saving, the packaging of food eaten on the train requires simplicity, convenience and quality assurance. Therefore, we can reduce the cost of packaging, thereby increasing profits; For most high-quality consumers, their awareness of environmental protection and hygiene is relatively good, so we can provide paper towel service when providing food, and the outer packaging of paper towels can attract foreign investment through advertising, which can not only establish a good customer relationship and establish a good image, but also reduce the total cost.
2. advertising. Our advertisements are monitored by closed-circuit television system to ensure the broadcast quality; Because it is broadcast on the train, it is easier to count and measure the arrival rate and benefit of advertisements. Considering all aspects, we have designed 30-second and 5-second TV commercials for you. The 30-second advertisement will shape the brand image by grasping and expressing the appeal points, and the broadcast time will be once in the morning, noon, afternoon and evening. We will arrange the insertion of advertisements in detail according to different time, different seasons, specific festivals, the length of the journey and the number of passengers, and realize the recognition of the end customers through different advertising forms. Play 5-second TV commercials during meal time (noon and evening) to stimulate people's appetite through beautiful pictures and friendly tips.
Summary of food promotion activities (III) In order to increase the sales volume of the company's products, publicize the brand, give back to consumers, and further cooperate with the successful development of our store's Spring Festival work, our company launched xx promotion activities.
In order to promote different products in different time periods to achieve the best promotion effect, this promotion is divided into two time periods: First, the fresh meat promotion time of direct stores is: X month, X day, and X day is 2 days in total. Second, other promotion time is: the promotion will start on X day and the gift will last until it is delivered. Different products use different promotional gifts.
Activity overview:
1. Fresh meat promotion in direct stores
The fresh meat promotion area of direct stores covers the existing X direct stores in Xiamen, and the time is: X day, X day, a total of 2 days. The promotion method is: anyone who buys fresh meat in our direct store over xxx yuan can get a pair of couplets. The number of couplets distributed is X, and all of them will be sent to the office on X day. The specific number of couplets distributed in each store will be arranged by the direct store according to the actual situation.
2. Promote meat products and bean products in direct stores.
The number of meat products and bean products promotion stores in direct stores is X, and the promotion time starts from X. Gift distribution: this batch will be delivered directly to the store on X. Starting from X, X, X, the undistributed hot dog sausages in direct stores will be distributed by the business personnel according to the actual situation of the store, and then sent to the back office for invoicing and delivery to the store. Undistributed couplets, glasses and pigtails are also distributed by the salesman according to the actual situation, and then delivered to the store with the car.
The outlet for the promotion of meat products and bean products in food franchisees is Store X, which has already opened. The promotion time is the same as that of meat products and bean products in direct stores, starting from X. Gift distribution: this batch of gifts is packaged by the shopping mall and sent directly to the shopping mall by the car carrying bean products. However, two stores failed to deliver the goods by car because they didn't order the goods on X day, so they sent cars to deliver the goods at the first time in the morning of X day.
Except the hot dog sausage has not been delivered, the business personnel will bill the back office according to the actual situation, and the couplets, glass cups and pig fruit forks will be delivered to the office on X day, and the office will make unified arrangements.
Effect of the activity:
1. further promoted the sales of stores. You can get a set of gifts (one couplet, six red envelopes) by buying a certain amount of company fresh meat, or you can get corresponding gifts by buying a certain amount of company meat products and bean products, so as to increase the purchase amount of a single customer and increase the passenger flow in the store, thereby increasing the sales volume of the store.
2. Further promoted the company's brand. By buying gifts to increase passenger flow, it also increases the exposure of the store among consumers and increases consumers' goodwill towards the company brand. Moreover, consumers post couplets with company logo and words at home, or use company red envelopes when distributing red envelopes, which was originally a publicity for the company brand.