One-time planning: the eighth day of the twelfth lunar month-the fourteenth Laba Festival of the twelfth lunar month, happy new year's goods, buy early and benefit early.

The fifteenth day of the twelfth lunar month-the 24th of the twelfth lunar month celebrates the New Year and welcomes the New Year.

The 25th day of the twelfth lunar month-a wonderful appearance of the New Year's Eve gift.

The first day of the Spring Festival-the sixth day of the Year of the Sheep is the most dazzling gift, more luck and more money.

Festival and background: 65438+1October 27th Laba Festival, the 35th day of the twelfth lunar month, February 1 1,

New Year's Eve on February 18, and Spring Festival holiday on February 19 -24.

The Lunar New Year is about to begin, and the peak of the business year is coming. By combining goods, customs and market demand. The products in the shopping mall are integrated and linked with some holiday activities to stimulate consumers' attention and trust, which will promote the improvement of performance.

Sales focus and promotion activities: From New Year's Day activities to after the Spring Festival, different promotion focus and themes should be formulated in stages, so as to perfectly combine popularity with commodity marketing.

The first step, after New Year's Day, we should immediately enter the atmosphere of decorating New Year's Day. At the first time, we should hang big lanterns one by one and install Spring Festival decorations. When we enter Laba Festival, we will start playing music like New Year's Eve. During this period, the focus of promotional goods can be on inventory cleaning at Christmas and New Year's Day, and the procurement will cooperate with some activities, such as buying gifts for single products, discounts for single products, and combined sales.

The second step, 1/25-2/2, celebrates the new year's goods on Laba Festival, and benefits from buying early.

65438+ Before the Laba Festival on127, all Spring Festival decorations, New Year street decorations and merchandise display atmosphere have been created. This time period is very important for the sales of the New Year Festival and the image of the store, so as to ensure the image of low price to attract passengers and make customers feel that they can buy cheap New Year goods here.

1. During this period, non-food and small department stores mainly used warm and cold-proof, washing, cleaning and skin care paper products, supplemented by kitchen supplies;

2, the new year's goods start fresh leading: rice, noodles, miscellaneous grains, oil, fresh meat, wax products, condiments, bulk dry goods, north and south dry goods and other single products inlaid;

3. Establish an annual group purchase manual to guide the external group purchase of gift boxes and spree such as drinks, meat and dried fruits.

Public relations activities: a new season of sweet redemption and saving money

65438+1October 25th-February 1 1, after one-time shopping in 58 yuan, you can go to the activity area to participate in the sweet exchange activities, and each person can exchange up to 2 boutiques per ticket until the number of boutiques is limited!

Plus the value of 3 yuan xx goods 1 yuan.

5 yuan exchanged 8 yuan for a commodity worth xx.

Goods with a value of 15 yuan xx plus 10 yuan.

Goods with the value of 25 yuan xx plus 15 yuan.

20 yuan exchanged 40 yuan for a commodity worth xx.

The specific redemption goods are to be determined!

3.2/3-2/ 1 1 bid farewell to the old and welcome in the new.

From the fifteenth day of the twelfth lunar month to the 24th of the twelfth lunar month, it is the time for traditional customs to bid farewell to the old and welcome the new, with emphasis on household environmental cleaning products, household necessities, bedding and clothing. Gift boxes and large packaged foods began to be displayed and promoted in large quantities, and group buying tips were everywhere.

Public relations activities: New Year's gifts will be distributed in full (February 3-February 14)

A one-time purchase of over 398 yuan will be given as a New Year gift 15 yuan;

One-time shopping over 698 yuan, give 20 yuan a New Year gift;

One-time shopping over 998 yuan, give 30 yuan a New Year gift;

One-time shopping over 1598 yuan, give 50 yuan a new year gift;

4.2/ 12-2/ 18 wonderful new year gift debut

This period of time is the best and last time to purchase before the year, and it is the peak period for the company to distribute benefits and prepare gifts for visiting relatives and friends during the New Year Festival. Therefore, at this stage, food is the mainstay, especially gift boxes and large packages, which are used for large-scale display and publicity. Bottled drinks, bulk dried fruits, candy, dry goods, biscuits, drinks, gift boxes, etc. It has been sold since Laba Festival, and now it is sold in large quantities during the main promotion period. After a short period, the price ratio was even more shocking, until the price was lowered again on New Year's Eve on February 18, and ended at a low price on the sixth day of the first month (February 24). Alcoholic commodities can last until the year after or during the hot sale period, and the inventory before the year is handled at the same time. Valentine's Day is included in this time period, and couples' supplies and new spring products are also the main promotional items. Small department store fruit bowls, fruit baskets, children's toys, red series and other auxiliary sales.

Public relations activities:

1, Valentine's Day interactive activities: On February 14, a series of Valentine's Day activities attracted couples to participate and increased their popularity.

(1) Love makes us get to know each other: n contestants each represent a number 1-N, the host says a number, and two or three people walk together quickly. After addition, subtraction, multiplication and division, the number represented coincides with the number said by the host, and the winning team will remain until the last two become champions.

(2) Love makes us hug: within the specified time, the couple with the most body balloons wins.

(3) Love brings us together: lovers race leggings, and the one who takes the shortest time wins.

(4) Love makes us feel the same: a gesture and a guess.

2. Wealth enters every family.

During the activity, you can get a pair of New Year's greetings by shopping all over 38 yuan at one time. Each person can only get one pair of tickets, the number is limited, while stocks last!

The most dazzling gifts of the Year of the Sheep are more luck and more money.

With the popularity and convenience of business, some customers who have not bought or bought in small quantities begin to buy when visiting relatives and friends after the new year, which is still a small high tide period of courtesy goods. Just take the opportunity to clean up the inventory and dump some gift box goods, which can also mobilize the enthusiasm of customers. At this stage, some seasonal commodities in winter (clothing, small household appliances, etc. ) should sell well, and at the same time promote the new products in spring.

Public relations activities:

1, the most dazzling gift of the new year, a red envelope.

On the first and second days of the Lunar New Year's Day, the first 88 customers will be given "Congratulations on Getting Rich" as soon as they enter the store, and 5 yuan/10 yuan /20 yuan will send them in bulk in cash on a first-come-first-served basis!

2, good luck in the New Year, shopping lottery.

From February 19 -24, you can participate in the lucky draw when you buy the full amount.

Purpose The Spring Festival is a traditional festival of the Chinese nation, symbolizing the joy of saying goodbye to the old and welcoming the new.

The traditional habits of China people are buying new year's goods, family reunion and visiting relatives and friends. Retail, catering and other industries are bound to usher in the peak period of consumption, which is also the peak period of promotion activities. At the same time, it is also the best time for us to promote industry sales and display brand promotion through Spring Festival promotion activities.

Second, the theme of the event won in spring, which conveyed people's hearts and was full of surprises.

Three. Scope of activities and product introduction activities:

Product introduction of all goods (except accessories) in the store:

Mason's products are compact and light in texture, smooth and soft to the touch, soft in luster, good in strength, good in wear resistance and not moth-eaten and mildew-proof. Gorgeous colors, youthful breath, fashionable design, reasonable tailoring, people-friendly prices and many other characteristics.

Fourth, activity planning

(1) Activity time: February 25, 2002

② Location: Mason Fengjie Store

(3) Purpose of the activity: The purpose of carrying out this promotion activity is to digest the company's current overstocked inventory, help end customers to sell Samma clothing quickly, improve consumers' awareness of Samma clothing brand and their goodwill and loyalty to Samma brand, and make early preparations for the upcoming new Samma clothing products.

(4) Main activities and processes:

From now on, customers who shop in Mason's shop can enjoy a 10% discount in 200 yuan, a 15% discount in 300 yuan, a 20% discount in 500 yuan, a 7.5% discount in 700 yuan, a 6.5% discount when they reach 888 yuan or buy Mason VIP cards (please note that discounts are not allowed and cards are not allowed), and a 6.5% discount when they reach 65,438+0,000 yuan.

In addition, customers who purchase over 499 yuan can also participate in the lucky draw once. 100% winning rate, surprises are waiting for you.

Prizes:

Grand prize: a 999 yuan shopping voucher (1) First prize: 499 yuan shopping voucher (5) Second prize: 399 yuan shopping voucher (8) Third prize: 299 yuan shopping voucher (10) Fourth prize: 199 yuan shopping voucher. Performed by temporary workers and local radio and television bureaus.

During the activity, the sales staff of various specialty stores promoted sales.

Verb (abbreviation for verb) activity budget:

Basic expenses: advertising expenses, leaflet printing, various publicity expenses, temporary workers' wages and overtime pay, prizes, etc. It is estimated that the expenses during the promotion this month will be about 40,000 yuan, and all kinds of emergency expenses will be 1 10,000 yuan, totaling 50,000 yuan.

The effect of intransitive verbs is estimated. Through this promotion, the sales output and market share have been improved this month. What is the estimated sales this month? It will reach 140% of the average monthly sales, and the influence of Mason brand will be greatly increased, so that more consumers can trust Mason.

The Spring Festival is the peak of sales every year, and it is also the busiest time of the year for supermarkets. In order to make stores concentrate on the sales war this Spring Festival, this year's Spring Festival will take commodity combination sales as the main promotion method, supplemented by appropriate promotion activities to guide consumption and tap potential consumption, and at the same time pay attention to group purchase promotion, hoping to tap market potential as much as possible outside the normal sales channels, cater to customers' shopping psychology (bulk shopping, one-stop shopping) and reflect us.

1 10 The activities at this stage are in the form of highlighting the combination of group-buying special commodities and other special commodities, with commodities as the protagonist of the activities, and tapping the pre-holiday consumption power.

The activities mainly focus on group purchase of special commodities, with dm as the main embodiment, attracting units to buy collectively in advance, and giving away membership cards is mainly to attract new customers from stores outside the city, tap and cultivate new consumer groups in * *, and also hope to attract potential consumer groups interested in our members.

Theme: Fodor is full of spring.

1, special group purchase goods dm

1. Specifications: 80 items from 8k small to 4p large; Food: 40 Department Store: 30 Fresh: 10.

B. Require that the average price of all group purchase products be reduced by 25%;

C. Commodity selection requires the purchase of commodities or categories that have been in great demand during the Spring Festival over the years.

2, enjoy the premise of group purchase price: one-time group purchase is within 500 yuan, that is, you can buy it at a special price on the dm group purchase special edition;

3. Auxiliary decoration: make a group purchase commodity identification card to prominently prompt the purchase.

4. Operating rules: All group purchases are not subject to price adjustment. When a group purchase occurs, please ask the store group buyer to manually adjust the price according to the dm price;

5. Out-of-town store activities: you will get a 15 membership card if you buy goods full of 500 yuan at one time, and you can only get a 1 card for a single sale;

6. Require suppliers who participate in the group purchase version of the goods to provide gift measures for bulk purchase, integrate supplier activities, and reflect the preferential nature of the group purchase version.

Theme: Spring Festival * * snapped up the first stop.

Time: * *. * *-* * (* * * New Year's Day, 2. 14 Valentine's Day)

In a total of * * days, due to the particularity of the Spring Festival, the planning of retail activities focuses on the combination recommendation of dm products, vividly and concretely attracting the sales points of goods, and reminding customers of their purchasing needs and inducing their purchasing desires to promote sales.

Appropriate coordination with stimulating activities, combined with store publicity, decoration and other ways to render a strong year-end shopping atmosphere. At the same time, the post-holiday effect and the cooperation of Valentine's Day activities are comprehensively considered to realize the completeness and comprehensiveness of the planned activities.

1, product mix and dm requirements

Dm specification: 8k trumpet, 20 pieces, more than 400 pieces.

B. Gift theme: The main commodities in table 1 are tonics (including North and South commodities), gifts and wine, toys, household items and small household appliances. ...

This part of the goods needs the support of the supplier's promotional activities.

C. Gourmet theme: delicacies and delicacies are released together, mainly for new year's goods, and all kinds of gifts, dry goods, snack foods, cereals, oil and flour products, beverages, alcohol, snack foods and sweets are integrated.

Department store: open the door to welcome new bedding, clothing, clothing accessories and household items. ...

Fresh: delicious China New Year condiments, fresh Japanese dishes, cold cuts, cooked food and vegetables. ...

F, classified layout theme: This winter is not too cold.

1. Red series: red clothes and trousers in the animal year, special decorations for the Spring Festival, mainly some Spring Festival couplets, couplets, the word "Fu" and red envelopes;

Two. Fire series: hot pot, hot pot material and seasoning.

Three. Heating series: bedding, underwear and heating appliances.

G. Valentine's Day theme: Jane likes the products recommended for Valentine's Day. Considering that these products may be duplicated with the products recommended by the Spring Festival, it is suggested that dm typesetting can mark the related products with special marks that can be used as Valentine's Day features to represent the products recommended by Valentine's Day.

H, long vacation consumes materials, * * for your consideration-collect a large number of livelihood products. This activity is mainly to promote the sales of people's livelihood products after the holiday and stimulate people's new round of purchase demand after the long holiday. You can use simple words combined with recommended products to remind them to buy, use warm tips to promote demand and purchase, and at the same time strengthen the image of the store "thinking for you".

2. The fact that the dollar storm snapped up quickly proved that although price competition is the lowest level of competition, it is the most effective means to attack and weaken other supermarkets, and it is also the most direct and powerful competitive means to increase market share. In the special festival of Spring Festival, people's demand for all kinds of goods has reached a peak, so the design activities take buying big and giving small (buying gifts and sending condiments) as the main means to stimulate consumption.

The consideration of time is mainly because the time around the university is relatively busy, and I also hope to divert customers in time through this activity to achieve sales balance and effectively avoid sales losses.

This activity needs the support of the business administration department, and about 200,000 yuan is deducted from the supplier as the activity fee.

A. Time: * * * to * * * *

B. Activity content: You can participate in the "one-dollar storm snap-up" activity when you buy health care products and wine gift boxes in this supermarket for 100 yuan; Go to the store for "special sale" with the shopping receipt that meets the participation conditions on that day, and buy any of the following commodities at the price of one yuan: 1 bottle of soy sauce, 1 bag of monosodium glutamate, 2 bottles of balsamic vinegar, 4 bags of salt and 2 cans of Coca-Cola;

C, operating rules:

First, stores with space conditions will set up special sales separately, and smaller stores will be presented at the front desk, but all stores are required to make eye-catching signs of the special sales locations before the event begins and publicize the content of the event;

Two. Gifts should be ordered in advance and packaged to avoid confusion at the beginning of the event;

Three. Customers are required to queue up in turn to buy special goods, and each shopping receipt is limited to buying any three kinds of goods;

Four. All shopping receipts participating in the activity should be single shopping receipts of the same day, which will be invalid every other day and cannot be accumulated;

Verb (abbreviation of verb) If the "special sale" goods are returned to the supermarket, you need to go through the return formalities with the shopping receipt and return the "special sale" goods together;

Cut out the receipts of all gifts and write down the daily accounts;

Seven. The right to interpret this activity belongs to this supermarket.

D, publicity copy: What can I buy for one yuan? A bottle of soy sauce? One bag of monosodium glutamate or four bags of salt? Sure！ As long as you shop in the supermarket, such a dream can come true! From * * on * *, if you buy a certain number of health care products and wine gift boxes in * * supermarket, you can exchange one yuan for a bottle of soy sauce or a bag of monosodium glutamate or other designated goods. This discount is visible, and this true feeling is affected.

A dollar storm snapped up quickly, was it exciting? Then act quickly!

Step 3 decorate

A, the entrance of the store is decorated with a big knot, and some flagship stores use helium balloons to enhance the atmosphere rendering effect;

B, the cashier is decorated with red silk and the word "Fu";

C, the main entrance passage of the store adopts the combination decoration form of big plum blossom bonsai couplets;

D, shelf smiling face design;

E. Special decoration of hoistway: spring full * *-proposal of advertising company.

F. General decoration: banners, hanging flags, vertical banners, activity posters, dm spraying, etc.