In order to ensure the smooth and successful activities, it is necessary to make an activity plan in advance, and a good activity plan will definitely pay attention to the participation and interaction of the audience. So have you learned about the activity plan? The following is the marketing plan for the Mid-Autumn Festival in 2020 (selected 5 articles) that I have compiled for you, for reference only, and you are welcome to read it.
Mid-Autumn Festival Marketing Plan 1 1. Purpose of the event:
1, promote the mass sale of moon cakes and reduce the inventory of moon cakes.
2. Increase the profit of mooncake sales and increase its sales through this activity.
3. Give back to customers.
4. Increase the competitive means of enterprises and make differences.
5. Improve the image of shopping malls (supermarkets).
Second, the activity content:
1, Time: September 25th-5 days before Mid-Autumn Festival.
2. Location: Activities are limited to Hui xx District.
3. Activity preparation:
(1) Arrange a certain number of transport vehicles and "Mid-Autumn Festival ambassadors".
(2) Conduct language and movement training for Mid-Autumn Festival Ambassadors, and learn how to deal with problems.
(3) Properly improve the selling price of moon cakes to maximize the overall profit.
(4) Contact the card dealer and buy a certain number of exquisite cards, preferably cards that can be classified according to different recipients, such as family cards and friend cards.
(5) Make some low-priced and low-profit goods in shopping malls into gifts when buying moon cakes.
Buy Mid-Autumn moon cakes above 30 yuan and send 355ml Coca-Cola 1 to listen.
Buy Mid-Autumn moon cakes from 60 yuan and send 2 bottles of Coca-Cola 1250ml.
Buy 100 Yuan Mid-Autumn Moon Cake and get 2 bottles of 2000ml Coca-Cola.
Buy1Mid-Autumn moon cakes above 50 yuan and get a pack of Tiecha tea.
Buy Mid-Autumn moon cakes above 200 yuan and get two packs of tea.
Buy 300 yuan Mid-Autumn Moon Cake and get a box of exquisite moon cakes.
Buy Mid-Autumn moon cakes above 400 yuan and get a beautiful gift box.
If you buy mooncakes above 600 yuan, you will get a 50 yuan shopping coupon, and the mooncakes will be given by the Mid-Autumn Master.
Anyone who buys more than 60 yuan in Mid-Autumn Festival can participate in the lucky draw once, and the prize is at least one bottle of mineral water (there is no empty prize) and the highest soymilk machine.
You can smoke twice above 400 yuan.
5. Promotion of activities:
Put up posters in shopping malls about a week before the implementation of the event to publicize the event, and also strengthen the publicity breadth through newspapers, radio and other channels. Publicity should be concise and easy to understand, and special circumstances need to be explained.
From the opening of the store in the morning to the closing of the store, the relevant promotion information is broadcast every two hours.
Third, the store layout:
outside
1, make Mid-Autumn Festival propaganda above the free parcel delivery cabinet;
2. On the protective frame, pack the wall column and paste some holiday color pages to create momentum;
3. In the square, it is possible to hang balloons and pull them vertically;
4. At the entrance, hang the banner of "Happy Mid-Autumn Festival in Shopping Plaza".
The venue
1, in the main passage, on the wall of the slope, use self-adhesive stickers to decorate and enhance the festive atmosphere;
2. Hanging the flag of the mooncake manufacturer's shopping mall over the whole store;
3. In the moon cake area, the propaganda of "Good Gifts for the Millennium" is put on the background and two columns.
Mid-Autumn Festival Marketing Plan 2 I. Activity Background
The Mid-Autumn Festival on August 15th is a traditional festival in China. Every time we miss our relatives, moon cakes become the best gifts for our relatives and friends to express our blessings.
Second, the theme of the event
I miss my relatives twice during the festive season, and moon cakes convey the true feelings.
Third, the purpose of the activity
1, establish the humanistic image of xx, and promote the increase of sales.
2. Provide convenience for customers and attract more customers.
3, increase the visibility and reputation of enterprises.
4. Spread corporate image and enhance brand image.
Fourth, the activity time
The eighth day of the eighth lunar month-August 15th * * eight days.
V. Promotion places
Counters in major shopping malls, supermarket windows and franchise stores.
VI. Activities
1, group purchase business, group purchase discount, convenient for all units and institutions to distribute benefits, and free delivery (within 5 miles) for those who spend more than 1000 yuan at one time.
2. According to different groups of people, we have developed mooncake gift boxes with different prices, which are the first choice for giving gifts to relatives and friends.
3. When shopping is over 180 yuan, you will be given a beautiful gift box or a 30 yuan voucher, which can be exchanged for any goods in the store.
4. When shopping, you will get a beautiful gift (small gifts such as candy).
Seven, publicity methods
Posting posters, distributing leaflets and advertising through radio, television and other media at various sales locations.
Eight, the store decoration
The environment layout of the restaurant and lobby should highlight the Mid-Autumn Festival atmosphere of "peace, reunion and celebration" as much as possible.
Nine, dining characteristics
1 On September 24th, a large moon cake was made and displayed in the lobby during the day to create a festive atmosphere. Before the formal meal, set up a big incense table, put the moon cakes on the incense table, invite the hotel general manager and star representatives to come up and cut the moon cakes, and announce the start of the reunion dinner.
2. There is a main table (about 10 people) in the middle of the dining room for the crew and stars attending the reunion dinner. In principle, each hotel invites a crew.
3. According to the needs of tourists, make the reunion banquet standards of economy, warmth and luxury, and provide menus respectively. The names of the dishes listed in the menu must have the meaning of "reunion", which is specifically implemented by the hotel. Our company publicizes in a unified way, and the specific ordering will be contacted by the travel agency itself with the hotels until the reservation is finished.
Mid-Autumn Festival Marketing Plan 3 The 15th day of the eighth lunar month, that is, the Gregorian calendar 10/day, will usher in the Mid-Autumn Festival, an important traditional festival in China, which is an annual celebration of our nation. Many friends and family members will also choose the Mid-Autumn Festival as a special day, and they will also take restaurants, restaurants as the first choice for Mid-Autumn Festival dinners.
In view of this demand of the Mid-Autumn Festival catering consumption market, it is necessary for the restaurant to plan a promotion plan for the Mid-Autumn Festival, so as to attract more people to eat in the restaurant, boost the restaurant's operating income and create a good festive atmosphere for the Mid-Autumn Festival celebration. Combined with the actual situation of this restaurant and the traditional customs of the Mid-Autumn Festival, in order to better carry out the Mid-Autumn Festival promotion activities and achieve a double harvest of economic and social benefits of the Mid-Autumn Festival restaurant, the following planning scheme for the Mid-Autumn Festival promotion activities of the restaurant is formulated.
I. Target market analysis
The customers of this restaurant are mainly middle-and upper-class people and government officials, but many of them are mass consumers in the surrounding communities, which requires the restaurant to take into account the mass consumption needs of the people around the restaurant on the basis of improving the grade.
Second, the pricing strategy
1, meals can basically maintain the original pricing, but the prices of some meals related to the Mid-Autumn Festival can be discounted (this method is recommended) or directly reduced.
2. For high-priced meals, it is recommended to combine reduction and price reduction.
3. The price of the Mid-Autumn Festival package (explained below) should not be too high, and the per capita consumption should be controlled at 50-80 yuan (excluding drinks).
4. The prices of other drinks and other services can be flexibly changed according to the actual situation of the restaurant, reaching the lowest price around the Mid-Autumn Festival (but it should be set according to the restaurant's net profit).
Third, the marketing strategy
1, make a special set meal for Mid-Autumn Festival, which can be divided into three categories according to the actual situation, such as affordable, medium and high school. There are two-person meals, three-person meals and other types. The theme should reflect family reunion, and mooncakes can be given (the price does not need to be too high).
2. If a family member's birthday is August 15th, he can enjoy a discount of 8. 15 (according to the actual decision of the restaurant) when having dinner in the restaurant with a valid certificate (household registration book and ID card). It is recommended to recommend them the Mid-Autumn Festival package.
3. If the number of mobile phone and fixed telephone number is 8 15 (within Guangzhou), you can enjoy a discount of 8. 15 (according to the actual decision of the restaurant) with valid documents (household registration book and ID card). It is recommended to recommend them the Mid-Autumn Festival package. It is best for the restaurant to contact these people directly.
4. As there is no accommodation service in this restaurant for the time being, we can join hands with other large hotels mainly focusing on accommodation to introduce customers to each other, which can increase the customer base and reduce some related expenses. For this part of customers, you can pick them up by car, and it is also recommended to recommend Mid-Autumn Festival packages to them.
5. Give some small gifts related to the Mid-Autumn Festival after dinner (the name, telephone number, address and website of the restaurant should be printed on it).
6. The activity will be held from August 10th to 20th of the lunar calendar, that is, from September 26th to1October 6th of the Gregorian calendar.
Fourth, the promotion strategy
1. Place outdoor advertisements near the entrance of restaurants, railway stations and bus stations (outdoor advertisements are mainly in the form of inkjet and banners).
2. TV, street banners and newspaper advertisements are combined.
3, you can try the mobile phone short message advertisement, focusing on the old customers of the original hotel, paying attention to using appropriate language, mainly introducing the latest activities of the restaurant.
4. Make a pop-up box advertisement or a larger FLASH animation advertisement or banner on the website. The processing of web animation and pictures must be consistent with the marketing content.
5. Flyer advertisements can also be used, but the quality of flyers must be high.
Note: You can choose several kinds of the above advertisements at the same time. The promotion focuses on the urban area and can also be promoted to the surrounding counties and cities. The minimum advertising audience should be150,000 people.
V. Other relevant strategies
1, security guards must ensure the safety of the restaurant.
2. Designate some incentive policies for waiters and related staff to arouse their enthusiasm for work (this content can be refined later).
3. Put some high-grade and elegant music in the hall.
4, the restaurant kitchen needs to do a good job of logistics, in the case of ensuring the standard quality of dishes, the speed of food production and serving must be fast.
5, the layout of the hall does not need to be too luxurious, but it should be beautiful and generous, showing the taste of the Mid-Autumn Festival.
VI. Effect Prediction
When the restaurant has effectively implemented the above promotional activities and provided thoughtful services to customers, the operating income of the restaurant is at least 1.5 times of the usual operating income.
VII. Other suggestions
1, the front desk of the restaurant communicates with the waiter in time and keeps the information of some key customers at any time.
2. Enter the customer's information into the database with the consent of the customer (the key is the customer's name and mobile phone number) to serve the future promotion (this content can be refined in the future).
3. Make the website of the restaurant as soon as possible. The website must be made by professionals. The domain name should be simple and easy to remember. The design of the webpage should reflect the characteristics of the restaurant. The color is mainly warm, and the homepage should have a big FLASH animation, as well as news release system, online marketing system, customer message board, customer forum, employee entertainment and other aspects.
Mid-Autumn Festival Marketing Plan 4 Mid-Autumn Festival is a traditional festival in China, also known as "Reunion Festival", which is one of the major festivals in China. As a food culture of Mid-Autumn Festival, moon cakes have been deeply rooted in people's hearts. The full moon symbolizes the reunion of people, the full moon of cakes symbolizes the eternal life of people, and moon cakes are used to pin the feelings of missing one's hometown and relatives. After the reform and opening up, a large number of people have moved, creating a homesickness complex. Coupled with the tradition of China's ceremonial country, the Mid-Autumn Festival has become an effective tool for the people to convey their affection, friendship and kindness, and for businesses to convey their business feelings. Mooncakes have become gifts for relatives and friends, and also become a bridge to connect feelings.
I. Purpose of the activity:
Taking advantage of the Mid-Autumn East Wind, combined with the actual situation of our hotel and the traditional national customs of China, we will give priority to direct sales, promote the sales of all employees, and achieve a double harvest of economic and social benefits.
Second, the activity organization:
Team leader:
Deputy team leader:
Members:
Third, the activity time:
29 September to18 October
Four, sales channels and promotional activities:
(1) The sales channels are major enterprises, institutions and hotel agreement customers;
(2) Set up a promotion booth for mooncake tasting in the lobby. Promoters wear Chang 'e-style clothes, and all front-line service desks and all guest rooms display promotional colorful pages for Mid-Autumn mooncake sales;
(3) Through the marketing department and the catering department, go to all major units in the city to promote sales, visit customers and win big orders;
(4) Sales according to department distribution;
(5) Implementing the sales of all hotel employees and adopting the commission sales system to stimulate the sales enthusiasm of employees;
(6) Holding a moon cake tasting fair and a cold dinner reception to thank old customers;
(7) Set up a mooncake sales point on the hotel website and online reservation;
(8) potential stores and supermarkets sell as agents.
Five, the relevant departments responsible for the work.
1, Food and Beverage Department:
(1) Assist the engineering department to arrange the mooncake booth in the lobby;
(2) Be responsible for the design, placement and service of the venue-platform of "Thank Old Customers and Moon Cake Fair in Kailai Hotel";
(3) Preparation and service of thank-you reception;
(4) Assist the marketing department to maintain the order of "thanking old customers and opening the moon cake fair in Kailai Hotel".
2. Housekeeping Department:
(1) Do a good job in publicizing the Mid-Autumn Festival promotion activities for lobby service personnel;
(2) Put the Mid-Autumn Festival publicity color pages in the guest room;
(3) Design the sales plan of giving away moon cakes when staying in the Mid-Autumn Festival rooms, and make statistics on the sales of moon cakes.
3. Engineering Department:
(1) Responsible for the venue of "Thank you for your customers and the cold reception for moon cake exhibition in Kailai Hotel", and debugging the sound, lighting and projector during the event;
(2) Assist the marketing department to paste large advertising pictures of the building;
(3) Be responsible for the production of the mooncake booth in the lobby;
(4) Responsible for setting up the moon cake sales point in the hotel square.
4. Finance Department:
(1) Organize the printing of Mid-Autumn Festival publicity color pages;
(2) Providing prizes for the prize-winning quiz activity of "Thanks to Customers and Moon Cake Fair in Kailai Hotel";
(3) Assist the marketing department to organize the distribution of prizes for quiz activities;
(4) Coordinate the kitchen to display the variety of moon cakes;
(5) Provide delivery vouchers for group purchase of moon cakes.
5. General Office and Personnel Department:
(1) is responsible for the management of the lobby booth;
(2) Do a good job in guiding the invitees of "Thank customers and Kailai Hotel Moon Cake Fair";
(3) Responsible for the arrangement and organization of the moon cake sales points in the square.
6. Marketing Department:
(1) Be responsible for the design and production of advertising pages, building advertisements and group purchase coupons for moon cake activities;
(2) Counting the list of invitees, issuing invitations and sending short messages;
(3) Organize the program of "Thanks to Old Customers and Moon Cake Fair in Kailai Hotel" and maintain the order of activities;
(4) Assist all relevant departments in the layout of mooncake booths and activity venues;
(5) Be responsible for leading, receiving and seeing off important customers during the activities.
VI. Relevant working time requirements:
1, contact the mooncake box manufacturer and design the box sample before September 29th, and the mooncake box will be in place before the 30th. (Purchasing Department, General Office)
2. The layout of the mooncake booth in the lobby will be completed before September 29th. (engineering department)
3. The person in charge of the collection and sales statistics of mooncake goods shall be in place before 8: 30 on September 29th. (finance)
4. Outdoor advertising and publicity color pages shall be completed before September 29th. (Marketing Department)
5. The venue of "Thanks for Old Customers and Moon Cake Fair in Kailai Hotel"-the layout of the multi-function hall will be in place before September 29th10: 30 (catering department, engineering department and marketing department).
6. The list of people invited to the event, the issuance of invitations and the mass sending of short messages will be completed before the specified date (September 29th)12: 00. (Marketing Department).
7. The organization and sales of online mooncake sales points will be put in place before September 29th.
(General Office, Personnel Department)
VII. Others
1, grade pricing: 288 yuan/box for model A.
(Imperial banquet: shark's fin, abalone moon cake 12 3 kg)
B 188 yuan/box (iron box with seven stars and 8 pieces of 2 kg)
C 98 yuan/box (6 yuan for family reunion1.5kg)
D 58 yuan/box (4 pieces in gold 1 kg)
2. What is the scope of the preferential price for group purchase?
/kloc-6.5% discount for more than 0/00 boxes, no commission or rebate.
20% discount for more than 50 boxes, no commission and rebate.
Send a box when it is full 10.
3. Can we carry out prize-winning sales?
Give the marketing staff a commission of about 15% within 20% discount; That is to say, 45 yuan will be paid in paragraph A, 25 yuan will be paid in paragraph B, 15 yuan will be paid in paragraph C, and 5 yuan will be paid in paragraph D.
VIII. Activity Budget
1, mooncake box making:
A box around 60 yuan = 22,500 yuan.
Box B is about 35 yuan = 17500 yuan.
C box around 25 yuan = 12500 yuan.
D box1around 3 yuan = 13000 yuan.
Total: 55,000 yuan
2, moon cake raw material cost: A: 60 yuan/box.
B: 45 yuan/box
C: 25 yuan/box
D: 12 yuan/box.
3. Banner: 80 yuan
4. Exterior wall painting: 300 yuan
5, moon cake color page: 500 yuan
6. Multi-function hall painting: 160 yuan
7. Two Chang 'e outfits: 300 yuan.
8. Moon cake sales point and online marketing point in the lobby booth: to be determined.
9. Reception: As the number of people is undetermined, the expenses are to be determined.
Mid-Autumn Festival marketing activity planning scheme 5 I. Activity background:
With the arrival of the Mid-Autumn Festival, a traditional festival of the Chinese nation, many merchants aim at the business opportunities of the Mid-Autumn Festival and make full articles around moon cakes and other Mid-Autumn Festival gifts. Based on Daoxiang Village, a leading pastry enterprise, we seize the favorable opportunity of Mid-Autumn Festival, and strive to realize the development of new forms of brand moon cake promotion and formulate this promotion plan and design.
Second, the promotion objectives:
1, the consumption of Mid-Autumn moon cakes will drive the sales of stores, and the sales of moon cakes will be activated by the image of stores. Reunion month, reunion feeling, "Taoxiang Village Moon Cake" sent home.
2. Infect customers through the good words and deeds of Mid-Autumn Festival ambassadors when giving gifts, and enhance the corporate image.
3. Provide convenience for customers and attract more customers.
4. Communicate feelings for customers.
5. Based on this activity, it can be extended to other festivals, such as Christmas or New Year's Day.
6. Increase the competitive means of enterprises and make differences.
Third, the analysis of commodity promotion environment:
(A) the macro market factors have a great impact on enterprises, and these factors are beyond the control of enterprises. Enterprises can only study the macro-environment and its changes, and look for opportunities that are beneficial to them, so as to occupy the market and obtain greater economic benefits.
Macro-environmental factors mainly include:
1, demographic factors: Mid-Autumn Festival, family reunion, consumers are more concentrated, which is conducive to commodity promotion.
2. Economic factors: During the financial crisis, domestic demand will be stimulated and consumption will be stimulated.
3. Social and natural factors: People in China attach great importance to this traditional festival, and under the impetus of cultural atmosphere, it has also set off a consumption storm.
(2) "Customer is God". Only when the products we promote meet the needs of consumers and win their trust can families reunite in the Mid-Autumn Festival and "Taoxiang Village Mooncakes" bring you happiness.
1, consumer behavior and psychology: I miss my parents more during the Mid-Autumn Festival; Family reunion for the Mid-Autumn Festival. In the Mid-Autumn Festival gifts, visits by relatives and friends and other consumer behaviors, consumers have their own psychology in product selection in the process of consumption, and the promotion should grasp the consumer psychology and promote it reasonably.
2. Service level required by consumers: In the relatively fierce competition of Mid-Autumn Moon Cake Market, consumers are pursuing high quality and low price, and Daoxiang Village Moon Cake Time-honored brand has various market advantages. Meet the needs and improve the service level.
3. Analysis of consumers' purchasing power: Consumers are looking for products that can meet their needs and are of good quality and low price. Our promotion is based on low price and high quality, which really brings benefits to customers and adapts to their purchasing power.
4. Analysis of consumers' consumption environment: Consumers have a lot of choices in many moon cake promotion activities. We will improve the promotion environment and improve the service quality to the utmost extent during the promotion process, which is a real win-win situation for consumers.
(3) Modern society is a competitive society, and the competition for "Mid-Autumn Moon Cake" will be more intense. Only by defeating the competitors can we make our "Taoxiang Village Moon Cake" have greater sales and gain greater profits.
1. Competitor's strategy: During the same period, we will use various ways to promote sales, such as shopping mall promotion, supermarket promotion, and combining with other products to promote sales.
2. Competitor's goal: to further expand the brand effect and improve the sales profit.
3. Advantages and disadvantages of competitors: The advantage is a wide range of expansion; The disadvantages are single means, high cost and inconvenient transportation.
4. Competitor's response mode: There is a complete service organization and all departments cooperate effectively, which can meet consumers' needs in time and accept consumers' feedback.
(D) Analysis of internal environment
1, resources: can contact with manufacturers in time, and will not cause commodity accumulation or out of stock.
2. Competitiveness: high quality and low price: convenient transportation: strong teamwork ability and diversified service means.
3. Logistics input and output: convenient transportation and basically "zero inventory".
4. Production and operation: assembly line, quality assurance and efficient production.
Fourth, advertising analysis:
1, advertising objectives: through large-scale advertising, realize the truth and extensive promotion activities.
2. Advertising expenses: 1000 yuan
3. Advertising information: promote the brand, improve influence, expand sales channels and increase sales.
4. Advertising media: newspapers and leaflets.
5. Evaluation of advertising effect: achieve the purpose of promotion during the festival and establish the brand awareness of Daoxiang Village in consumers' hearts; Further promote the corporate culture of Daoxiang Village's time-honored brand!
V. Activities:
1, time:
September 30th-the day before Mid-Autumn Festival
2. Location: Activities are limited to Hui _ _ city.
Activity preparation:
1, arrange a certain number of transport vehicles and "Mid-Autumn Festival Ambassador".
2. Drivers must be familiar with urban driving routes, and it is required to reduce time consumption and improve transportation efficiency as much as possible during transportation.
3. Educate "Mid-Autumn Festival Ambassadors" in language and actions, and learn how to deal with problems.
4. Properly improve the selling price of moon cakes to maximize the overall profit.
5. Contact the card dealer and buy a certain number of exquisite cards, which can be classified according to different gift recipients, such as lover cards, relatives cards and friends cards.
4. Promotion of activities: Put up posters in the shopping mall about one week before the implementation of the activities to promote the activities, or strengthen the publicity breadth through newspapers, radio and other channels. However, it can only be implemented after a certain cost accounting. Publicity should be concise and easy to understand, and special circumstances need to be explained.
Six, matters needing attention:
1. Customers should pack the gifts according to their requirements, and ask and register the detailed address and delivery time required, so that customers can provide their contact numbers and the contact numbers of the recipients so that they can get in touch in special circumstances when giving gifts.
2. The words and deeds of the "Mid-Autumn Festival Ambassador" represent the honor of the shopping mall. We must strictly select the "Ambassador", have a good image and language affinity, and educate the "Ambassador" about possible problems.
3. In order to avoid some problems, the delivery of this activity can only be limited to Mid-Autumn Festival gifts, and cash cannot be involved. Gifts must be inspected when packaging, and cash cannot exist.
4. Due to the possibility of customer rejection, it should be explained in the event promotion, and it should be explained that the mall contacted the original gift and returned it to the customer.
5. In case of rejection or customer's absence, the "ambassador" must contact the person in charge of the mall as soon as possible, inform the situation, and then proceed to the next task, and the relevant personnel of the mall will contact the customer or the recipient for inquiry and solution.
6. The gift must be the product purchased by the mall, and the buyer must leave the real contact number and name. If it cannot be returned due to the wrong number left, the mall has the right to dispose of the goods after 7 days, which should be explained during the publicity or activities.
7. The self-written message in the card is the most sincere wish of the customer to the recipient, and it is a frank expression of emotion. Therefore, the selection of the card must pay attention to its exquisite appearance and the text connotation inside. If the price of moon cakes is adjusted, the card can also be changed to a desk calendar, etc. Of course, there should be an introduction to the shopping mall. It's publicity.
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