In order to ensure that activities are carried out in an orderly and effective manner, it is often necessary to carry out the activity program in advance to develop the work, the activity program is the strategy of the whole activity, can show the direction for the activity. Do you know what kind of activity program can actually help us? The following is my carefully organized milk activity planning program (General 5), for your reference, I hope to help friends in need.
Milk activity planning program 1According to the China Dairy Industry Association on the development of "World Milk Day", "National Dairy Nutrition Week" promotional activities of the spirit of the notice, combined with the actual situation of the company, to develop the following publicity program:
First, the theme of publicity
1, the hometown of good milk, fresh every day
2, "6.1 World Milk Day", Jinjian milk gift (X display rack "World Milk Day" explanation) "
Activities Contents
1, newspaper and media publicity: (Ding Huai is responsible for organizing articles and design, Zhang Qiang contact media)
Changde Minsheng Daily: 3 consecutive 1/4-page ads for the event
Changde Evening News or Changde Daily: 3 consecutive articles (600 to 800 words each) "World Milk Day Knowledge "Knowledge of World Milk Day", "Popularization of Milk Drinking Knowledge", "Status of Jinjian Milk" soft articles in the form of interviews with journalists, and newspaper corner signs
2. Position publicity: Changde Pedestrian Street publicity and promotional activities:
(1) Time: May 30 - June 1 (three days)
(2) Location: Walking Street, Spring Department Store entrance or D junction
(3) Activity Forms:
① Publicity Forms: 4 banners (6 × 0.75 m) content of the theme of the event; advertising umbrellas 8; tent 4; X-racks 2 sets (12). Promotional table 10; leaflets 5000; knowledge manual 500.
② promotional forms:
a, free tasting taste: bags of pure 10 bags a day, bags of sweet 10 bags a day, 10 boxes of sunshine mellow dew a day, 10 boxes of red dates bifurcated milk a day, 10 boxes of ZhenZhou a day, 10 cups of plain yogurt a day
, buy complimentary sales: "buy two get one free": that is, 5 yuan! Buy 2 boxes of roof box products to give a box of roof products, each person is limited to buy 5 sets
c, order milk gift milk: "order one get two" that is, where the activities of the site order (milk delivery to the home) any variety of products can be given 2 boxes of roof box products. ③ Personnel arrangements:
Site responsible: Wu Jianquan publicity materials responsible: Ding Huai
Promoters: Zhu Huan, Su Yanbing, Wang Xiaomin, dairy station 3 people
Collector: dairy station 2 people
Requirements: all personnel uniformly dressed in white T-shirts, black pants, yellow hats, publicity caliber is the same
Daily activities: 8:00 am -7:30 pm
Daily activities: 8:00 am
3, the province's sales outlets unified publicity, unified product buy and sell
① Activity Theme: "6.1 World Milk Day", Jinjian milk giveaway
② Activity Time: Since May 30, 20xx, until the gifts run out
③ Activity Purpose: to Improve the single situation in the school market, strengthen the community channels and subscriber channels to expand and enhance the brand awareness of Jinjian milk needs to take advantage of the "World Milk Day" publicity opportunities for consumers to buy and give preferential activities.
④ Activity Requirements:
a, the regional sales staff must be to the regional distributors, the sales outlets that this activity is to promote the "World Milk Day", the company's special organization of the customer feedback activities, to the consumer to correctly explain the purpose of this activity.
b, the regional salesman and distributors must write their own activities posted in the sales outlets of the eye-catching, materials prepared by themselves.
c. Activities:
From May 30 onwards, the company's direct market, distribution market chain outlets for new and old consumers to carry out "buy and give activities", that is, 5 yuan to buy the sunshine mellow dew, jujube bifurcated milk, Zhen pure yogurt any 2 boxes, can be awarded the above three varieties of any variety of a box, now buy now give. Buy now, give now. The above three varieties of the company's factory price of 1.8 yuan / box, according to the number of reported by 50% of the proportion of free Zhen pure yogurt. In order to ensure the smooth development of the activities, the company will give the dealers a certain sales task, the dealers are required to sell in the activity period of the task of the product, otherwise, the company will be in 2009 in the sales incentives in accordance with the sales task of each less than 10% (rounding method of calculating the percentage) of the sales volume of the standard deduction of 100 yuan for negative incentives, the maximum deduction to 100 ﹪ (1000 yuan).
Sales tasks are based on the 20xx mention May xx - May xx daily average sales of 10% of the proportion of the task, the specific details are attached (Table
a), except for some of the markets dedicated to the sale of student milk.
Four, activity organization
1, the person in charge: Yang
2, activity planning, interpretation, publicity is responsible for: Zhang x
3, activity organization and implementation, production and marketing convergence: Yang x
4, the specific implementation of the activities of the regional business personnel
5, production guarantee: Jiang xx
Milk activity planning program 2A: the determination of the theme:
"Mom, go! Go make milk!" This is just two weeks old son woke up the first sentence. My son played from ten months weaning until now, I have never weaned him from milk powder, so the body has been strong. However, a report on today's "Reference News" shocked me: according to the third national nutrition survey, China's urban primary and secondary school students only 20% of the people drink milk, rural primary and secondary school students only 2% of the people drink milk, and the students in the general lack of calcium intake is related to the students of China's daily consumption of milk and dairy products less. The world's per capita annual milk possession of 102 kilograms, developed countries consume 300 kilograms of milk per capita per year, developing countries for 30 kilograms, while China's per capita consumption of milk is only 6.6 kilograms, is the world's lowest milk possession of one of the countries. In China, the production of milk is less than white wine, the price is lower than mineral water. From this, I had an idea to make a survey on the students in my class, to understand the situation of students drinking milk and the degree of knowledge of milk. At the same time, also from another side to understand the Fuyang people on the importance of milk.
The purpose of the activity:
Through the activity to make the students fully understand the nutritional value of milk and health effects, adhere to the daily drink a glass of milk, strengthen the body. At the same time to the surrounding people to publicize more milk, beneficial to the body. Let students face the world of life and social practice, help students experience life and learn to use.
Third: Activity Programs:
1, to establish the sub-topic of the study:
Establishment of the "milk" this research content, but the scope of research on this topic is large, but also taking into account the age of the first-grade students and the ability of students in groups. Around the "milk" put forward their most want to know the knowledge or most interested in the aspects of the students after discussion, the establishment of the following research sub-topics.
Subtopics:
A do you drink milk?
Two benefits of milk
Three varieties and prices of milk
Four suggestions for drinking milk
Five initiatives to drink more milk
Each study group combined the characteristics of the group to select the sub-topics of research.
2: Make a simple plan for group activities.
Activity topics, each group gave themselves a loud name, and under the guidance of the teacher to develop a simple group plan, so that the students have a purpose and plan to do things, co-ordination and efficiency.
3, according to the object of study to take effective research methods:
Multi-channel collection of information (each group to use after-school hours through inquiries, on the supermarket, questionnaire surveys, interviews, the Internet to collect information.
4, the exchange of study results:
(1) the organization of student exchange activities.
(2) Organize students to evaluate the activities.
(3) Display the information and results.
(4) Exchange activities and experience success.
Milk Activity Planning Program 3I. Background and Status
xx Group Milk Company has x dairy sub-farms and more than xxx acres of feed bases, keeping more than ___ million head of fine Holmes cows, is the largest dairy cattle breeding base in South China and the country's largest milk export base in the dairy industry, with an annual output of more than 20,000 tons of fresh milk, milk quality on par with international standards, and has long achieved the highest level of quality. The annual production of fresh milk is more than 20,000 tons, and the quality of milk products is in line with international standards and has reached the international advanced level for a long time.
Morning Glory Beverage Company has xx production lines for bottles, house paper packs, Tetra Pak paper packs, plastic cups, cans, etc., with an annual processing capacity of xx million tons, and produces more than xx series of products such as Chenguang brand fresh milk, fancy milk, yogurt, fruit juice drinks, fruit-flavored teas, and cooler powders, etc.*** xx, and the products of Chenguang fresh milk, paper-packed milk, yogurt, sweet milk, etc., have gained the national "Green Food" status. The products of Chenguang fresh milk, paper wrapped pure milk, yogurt, sweet milk, etc. have obtained the national "green food" certificate.
In recent years, China's people's living standards improve year by year, people's demand for health and nutrition is also a rising trend, containing rich nutritious milk drinks are more and more popular among people, the demand for milk is rising year by year. It is understood that the per capita consumption of milk has been ranked first in Shanghai, the annual per capita consumption of 26 kilograms, four times the national per capita consumption. This year's consumption level has increased again. Shanghai's large market, attracting domestic and foreign dairy brands, a variety of brands come and go. At present, the Shanghai milk market, in addition to some of the original brand, there are many green products from the grasslands to join, there are many foreign brands to seize Shanghai. These brands in order to compete, have to make the whole body to solve the problem, some seize the prime advertising time, some launched a buy three get one free, free tasting promotional means. The market for milk in Shanghai is dominated by which brand is more popular, and the results of the survey xx milk is at an advantage.
In short, xxmilk can attract a lot of attention in Hangzhou as an edible beverage.
2. Market Analysis
1. Opportunities and Threats. xxmilk, in addition to vigorously promoting the "non-anti-milk" industry standard, has also made achievements in product innovation. xxmilk is the most popular brand in the market, and the most popular brand in the world.
xx milk this year to promote the wheat wind, people were impressed. This product between soy milk and cow's milk is not the first of its kind. A soy milk factory in Shanghai was the first to innovate and promote a new kind of soy milk this year - barley milk. The flavor of barley is added to soy milk. But for various reasons, this product has not been successful.
Soon after that, XX launched its own Mai Feng. XX's health food Meiduo dietary fiber, which was launched this year, also helped Mai Feng to complete some of the market education work. Maybe XX Milk "stole" from others, but among these products, only XX Mak Breeze made money on barley and dietary fiber.
xxMilk was selected in recognition of its ability to develop innovative products and its innovative marketing communications - xxMilk's high-calcium milk, but also uncharacteristically invested in soft ads in the Shanghai press to publicize xxHigh-CalciumMilk's calcium supplementation, in an attempt to share the calcium market with calcium supplements ****.
2, Strengths and Weaknesses: xx milk market distribution, high consumer awareness, the brand overall mention rate indicators show the degree of consumer awareness of the overall degree of brand awareness is an important symbol of brand awareness. xx brand rely on the strength and background of their company, the success of the operation of the brand publicity, to help it establish a leading position in the milk industry.
3. Analysis:
(1) The company's operating history and performance. Bottled sterilized milk has always accounted for a large portion of sales revenue in XX Dairy's more than XX years of operating history. Over the past 2019 years or so, sales of preserved boxed milk have grown linearly, and it has now jumped to the number one position in terms of its share of sales revenue. For more than xx years, XX Dairy has been using preserved milk as its house product, and it currently accounts for the first place in the national dairy industry in terms of liquid milk production and sales, and it has a share of xx% in the xx liquid milk market, and a market share of more than xx% in the xx region.
(2) market attraction. In recent years, the demand for liquid milk, especially pasteurized liquid milk, has been growing rapidly, and the growth rate of this demand in many cities has reached an average annual rate of 50%. The sustained expansion of the market size provides a good opportunity for companies to make profits.
(3) the enterprise's location advantage. China's dairy market, there is a special situation of isolation of resources and markets, that is, the northern region, which accounts for xx% of the country's milk supply, the capacity of the consumer market accounts for only xx% of the national milk consumption. In contrast, the southern region, which accounts for only xx% of the total milk supply, accounts for xx% of the total national milk consumption. xx Dairy is located in xx, which has the highest per capita milk consumption in the country, and is adjacent to xx, xx, the two more developed provinces in the milk consumption market, which are dominated by pasteurized milk, providing xx with unique market resources.
Three, strategic objectives
In order to promote xx milk in Hangzhou for better business promotion, according to the survey, analysis to determine the following strategic objectives:
1, the near-term goal: to increase the popularity of xx milk in Hangzhou Xiasha Higher Education Zone, to achieve short-term profitability goals.
2, long-term goal: in the consumer familiar and loyal basis, there are enough consumer groups, and then further target to the urban areas, so that xx milk become a necessity for consumers to drink every day.
Four, the target consumer group segmentation
According to the taste of different consumer groups to provide their different flavors of products.
V. Marketing Programs
(a) advertising strategy
1, television programs are people will watch every day, as for the choice of which TV station, because xx milk for customers of all ages, there is no target consumer groups, so in the choice of which TV station do not have to think too much, mainly to see which station has high ratings. The main point is to look at which station's ratings are high.
2, entertainment programs and special programs in the youth and cab drivers have a great influence, high audience, so with the TV station to negotiate, in the radio entertainment program to do some of the quiz about the xx milk, the radio station's lucky listeners, the winners of the audience can be valid documents to the club to get the relevant prizes.
3, car advertising. Due to more bus routes in Hangzhou, the line is longer, and the people who take it are also very common, for this feature, we think that doing certain body advertising on the bus will get better results. Buses such as mobile advertising, give a great impact on the visual sense of effect, can form a deep impression in the minds of the public.
(B) business promotion
We use bread as a promotional product, the price of milk is 20 cents more expensive than competing brands, I think the effect will be very good. The reason is very simple: the market sells 1 yuan of bread, if very large quantities directly from the manufacturer into, it is also like 20 cents. Consumers are clear that the price on the market, the difference between the factory price and the retail price is so big that consumers do not understand, but also feel that it is very good value. Moreover, many people have the morning milk with bread as a breakfast habit, there is a bread delivery, milk is more expensive does not matter. We can then do not have to spend a penny, to achieve very good benefits.
The above promotional programs can be specifically implemented, but given that we are still students, the financial situation and short-term market objectives, we believe that the most practical and effective way is to use business promotion.
Overall, it is the popularity of xx milk that determines its opportunities and challenges in market development.
Milk activity planning program 4In order to better implement the "State Council on promoting the sustained and healthy development of the dairy industry opinions" (National Development [20xx] No. 31), "dairy quality and safety supervision and management regulations" and "dairy rectification and revitalization of the spirit of the planning program, to the general public public publicity, popularization of scientific knowledge of milk, enhance the value of the local milk brand in Guangdong to promote the healthy and steady development of the dairy industry in Guangdong, now on the 20xx, the publicity, popularization of scientific knowledge of milk, enhance the value of Guangdong local milk brand, promote the healthy and steady development of Guangdong The Food and Agriculture Organization of the United Nations (FAO) designates June 1 every year as World Milk Day, which aims to provide consumers with a platform to learn about the development of the dairy industry and collect their feedback. Since 1999, we have organized 14 consecutive World Milk Day publicity activities, which have played a very positive role in fostering the public's habit of drinking milk and promoting the development of the dairy industry. This year, we will continue to make use of the World Milk Day as an opportunity, led by the Guangzhou Dairy Management Office, the Guangdong Dairy Association and other units, organizing dairy enterprises, the media and other units and inviting relevant experts to publicize the advantages of Guangdong's milk by carrying out the theme of "Guangdong's high quality milk is reassuring", strengthening communication with consumers, helping consumers to clarify their doubts and confusion, and promoting the development of the dairy industry.
Two, the organization
Organizer: Guangzhou Dairy Management Office Guangdong Dairy Association
Support unit: Guangdong Provincial Department of Agriculture Guangdong Animal Husbandry and Veterinary Medicine Bureau
Guangzhou Municipal Agriculture Bureau Guangdong Provincial Consumer Council
Three, the implementation of the programme
Way one: outdoor publicity activities.
This year's "World Milk Day" outdoor on-site publicity theme for "strong body Guangdong milk drink", the content mainly includes: milk quality and safety, milk and nutrition, milk and health, students drinking milk, milk and youth growth.
1, the activities of the address: Zhongshan 4 Road, Guangdong City God Temple Square.
2, time: June 1, 20xx (Saturday) 9:00 ~ 17:00.
3, the form of the event:
(1) invited breeding, product processing, medical nutrition, dairy research, industry associations, consumer rights and other experts, on-site to accept the public's advice;
(2) the organization of dairy processing enterprises to display new products, (2) Organize dairy processing enterprises to display new products, test-drinking and product publicity and consumer guidance;
(3) Print the 20xx edition of the "Dairy Consumer Guide", which will be distributed to the public free of charge at the scene of the event and through other channels and means;
(4) Accept on-site interviews with the media on the public's concerns about the dairy industry and the hotly debated issues, with the help of media public opinion to answer the public's doubts about the lack of trust in the quality of domestically produced milk;
(5) Put a positive Inflatable arch, the arch rainbow slogan: 20xx "World Milk Day" public service publicity activities.
Mode 2: Network publicity activities.
Through the cooperation with Tencent Daye.com's "People's Livelihoods" column, the main author of Daye.com's news channel, tentatively proposed the title of "World Milk Day: Guangdong's Dairy Brands Still Standing", implanted in the content of the highlights of the dairy industry in Guangdong Province, as well as the brand of the co-sponsoring enterprises of the event, and conveyed the correct information about the dairy industry to the people of Guangdong through a series of special reports.
1, the topic of hype / network features on-line activity call: June 1, the introduction of the "Guangdong dairy enterprises in the successive milk storms in the reason for the survival? The topic of hype. Since the tainted milk incident in China's dairy market in 20xx, the safety of milk has been affecting the hearts of consumers nationwide. However, in Guangdong's dairy market, which has weathered many storms, many local brands are still active in the frontline market, known and trusted by local residents. Through the online feature on the website, it showcases the characteristic highlights of Guangdong's dairy industry, and publicizes the knowledge of milk science and corporate brand information. The content of this feature included the launch of a video on the characteristics of milk production in Guangdong from farm to fork through pre-topic hype and guiding the public to participate in the outdoor publicity activities of Mode 1, as well as an interactive platform on microblogging and graphics centered on the question "What made Guangdong's dairy enterprises develop peacefully and achieve what they have achieved today? What made Guangdong's dairy enterprises develop peacefully to today's success?" The topic was analyzed in all aspects. In addition, the topic set up Guangdong assured milk brand display area, enterprises can through the text or logo for enterprise website and brand introduction link. after June 1, reported the activities of "mode 1"; online through the way of prize quiz, to convene netizens to participate in the interactive activities of "mode 2". "
These are the first steps in the process.
2, held netizen interactive activities: June 10, organized the 20xx World Milk Day - "Guangdong cattle more healthy" interactive meeting (venue location to be determined), at which, invited the dairy industry leaders in charge, enterprise-related responsible person, well-known experts and other industry professionals, real-time with the public. Experts and other industry professionals, real-time communication with the public and media reporters on the topic of "Yue Cow more healthy" on-site, and experts are invited to answer questions for the public on the correct consumption of milk, to relieve consumer concerns, a better understanding of the knowledge of milk nutrition and how to identify high-quality milk, increase the public's knowledge of science and technology.
3, tracking publicity: June 1 to 17 in the Guangdong network and the southern dairy network broadcast public service publicity activities (including mode 1 and mode 2) on-site video, with the help of television and print media news reports, the continuation of the "Yue cattle more healthy" publicity reports, the opening of the mini-home page to expand the publicity surface, so that the public through microblogging! The public will be able to interact with the microblogging service and pass the message of assured milk directly to their friends and relatives. At the same time, the Southern Dairy Network synchronized the whole process and continued the tracking and dissemination at a later stage. The video discs were sent to the participating companies so that they could publicize the safety of Guangdong's dairy industry in various forms in the community and at the marketing points.
Fourth, the relevant instructions
1, this activity by the Guangzhou Dairy Management Office and the Guangdong Provincial Dairy Association jointly organized by the Guangzhou Dairy Management Office is specifically responsible for outdoor public service publicity activities (mode one), the Guangdong Provincial Dairy Association is specifically responsible for the network publicity activities (mode two).
2, in order to reduce the burden of dairy enterprises, outdoor publicity activities (mode one) required by the municipal milk office and the Guangdong Provincial Consumer Council is responsible for solving the problem, the participating enterprises do not need to pay another fee. The network publicity activities (mode two) the funds required by the provincial dairy association co-ordination, the specific methods according to the Guangdong Milk Association [20xx] No. 10 for.
Milk activity planning program 5A background
With the continuous improvement of people's living standards, a glass of milk a day is not a luxury, life is good, but "milk is the best nutrients," this point of view has not been fully recognized. According to the Ministry of Agriculture disclosure, the average yearly human and the world per capita more than 90 kilograms per year, compared to the difference is far. Milk brings the human body a lot of benefits, milk can enhance resistance, some of these substances belong to the "broad-spectrum" antimicrobial substances, able to resist a variety of germs; milk fat contains a number of natural anticancer substances, including neurosphingolipid, butyric acid, ether esters and so on. The first choice for calcium is to drink milk, and the body's absorption rate of calcium in milk reaches more than 40%.
In the current consumer lack of basic knowledge of milk consumption, overemphasis on sensory experience, this practice is clearly misleading, the enterprise has the responsibility to educate consumers, guide consumers to scientific consumption.
Second, the host
xx Newspaper Group today an newspaper.
Third, co-organizer:
xx green food network.
Fourth, the purpose
guide scientific consumption, increase people's milk consumption, to protect people's health.
V. Purpose
1, to improve the popularity of the reputation of xx milk;
2, in the consumer familiar and loyal to the basis of a sufficient number of consumer groups, so that the ** brand milk to become a necessity for consumers to drink every day.
Six, the theme of the campaign
For the health of a cup of milk.
VII, the campaign time
20xx x month x day (International Milk Day).
VIII. Location
xx Square.
Nine, the activities
1, Prize Guessing: *** set 10 riddles, the first participant to guess the riddle can win a prize;
(interspersed with the introduction of the company's products)
2, the word game: a 5-person participants, one person eliminated in each round, and the final winner can win a prize!
3, where the day to the personnel, are entitled to a complimentary knowledge of milk promotional materials;
4, the site launched a super-low price of milk sales activities.