Copywriting of Moon Cake Marketing Plan for Mid-Autumn Festival in 2022

Because the main activities of the Mid-Autumn Festival are carried out around the "moon", it is also commonly known as the "moon festival"; The full moon in Mid-Autumn Festival symbolizes reunion, so it is also called "Reunion Festival". Here are five copies of the marketing plan of 202 1 Mid-Autumn Moon Cake that I brought to you, hoping to help you!

202 1 mid-autumn moon cake marketing plan copy 1

I. Summary

Mid-Autumn Festival is a traditional festival in China. Consumers are more active during this period, and it is easy to form consumption hotspots. Therefore, this period has become a good opportunity for businesses to strive for it. According to the moon cake gifts introduced by major moon cake manufacturers, this plan comprehensively analyzes various factors in the consumer market, and makes feasibility analysis and sales suggestions for putting moon cake products into the market.

Second, the background market analysis

(A) background analysis

According to a questionnaire survey recently released by China Social Investigation Institute (SSIC) on how 2,000 people in nearly 10 cities in China spend the Mid-Autumn Festival, 53% of the respondents indicated that they would visit their leaders or work partners. Nowadays, people are no longer satisfied with getting together for a meal. There are some new changes in the consumption trend of Mid-Autumn Festival. Some people call this consumption phenomenon "moonlight economy". Recently, some people even proposed to make seeking for China a legal holiday, so as to go shopping and visit relatives and friends. Although this proposal may not become a reality in the short term, it can be expected that the Mid-Autumn Festival will be a festival where the consumption boom rises again every year.

(2) Market analysis

With the improvement of people's material life, the provisions of national policies, especially under the guidance of public opinion, people are not only satisfied with the Mid-Autumn Festival, but also begin to pursue more noble ways to contact their feelings and express their celebration. Therefore, it is expected that the consumption of consumers will become more and more diversified in the Mid-Autumn Festival every year.

As an indispensable and unusual commodity that enters ordinary consumers' families, mooncake packaging gifts can not only bring greetings to people, but also make people accept the delicious food because of its traditional meaning and delicious flavor. Its development trend is very attractive, with huge market space, rich profit return, strong purchasing power and demand, making it a sunrise industry that will never decline.

Third, the marketing strategy

(A) product positioning

Delicious, elegant, with high taste and strong traditional flavor, it is a Mid-Autumn Festival product suitable for giving to relatives and friends, eating by yourself and at a moderate price. Products will be divided into high-end, mid-range and low-end.

(2) Target market

As a gift, this product positioning of moon cakes is a comprehensive market mainly for collective consumers of large and medium-sized enterprises and institutions and some consumers with better economic income. The specific classification is as follows:

(3) Sales channels

1, for key customers, you can send salesmen to contact 10 large and medium-sized enterprises, release product information, introduce product features, understand customer needs, and seize the opportunity to promote orders.

2. Take all kinds of shopping malls and food stores as platforms, provide corresponding advertising support, and give certain preferential conditions for consignment.

(4) Marketing suggestions

1, Because moon cakes are a kind of food with seasonal characteristics, although they are rational consumer goods during the Mid-Autumn Festival, they are usually sold too little. Therefore, it is suggested to increase the sales team and expand the product promotion channels during the Mid-Autumn Festival.

2. Strive for the advantage of time, and strive to basically complete most orders one week before the Mid-Autumn Festival.

Fourth, opportunities and problems analysis

(A) opportunities and advantages analysis

Because consumers' consumption during the Mid-Autumn Festival has become more and more diversified, and it is easy to form a consumption boom during the Mid-Autumn Festival, especially moon cakes, as a traditional Mid-Autumn Festival consumer product, have always attracted consumers' attention and caused impulse to buy, thus forming an obvious consumption hotspot.

(B) Analysis of threats and disadvantages

Facing more and more mooncake sellers in the market, there is more and more competition, and the formed market is getting bigger and bigger. In particular, it is impossible for general sales to smoothly enter large shopping malls like some large professional manufacturers, or even have their own specialty stores, which is the biggest disadvantage of general sales.

(3) Problem analysis

1, facing the dazzling variety of moon cakes in the market, how to make this moon cake product more attractive to consumers?

2. How to overcome the information asymmetry in the demand of target customers in the Mid-Autumn Festival market?

3. After the Mid-Autumn Festival, the sales of moon cakes entered a low tide. How should we ensure the sales?

V. Specific Action Plan

(1) Early stage, investigation stage.

Based on the market situation we have now, we will follow up the target market, especially the important target market, understand the target market information in time, and study and analyze the demand and target market trends within the target market.

(2) Mid-term, distribution stage.

Send sales staff to visit and inquire about the target customers based on the target market information we have learned, and complete most of the ordering tasks in the expected machine room.

(3) Late stage, the final stage.

Through various means, grasp the customer's demand, opinions and suggestions, strive for the second order and complete the sales plan.

VI. Risk Control

In view of all kinds of risks that may exist in the problem analysis, as well as all kinds of problems that appear in various stages of investigation, the plan should be revised in time to minimize the risks, and the food safety control of moon cakes should be strengthened in the stages of sales, storage and transportation.

202 1 mid-autumn moon cake marketing plan copy 2

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. Use the consumption of Mid-Autumn moon cakes to drive the sales of stores, and activate the sales of moon cakes with 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. (Marketing Plan)

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 was stimulated and consumption was stimulated.

3. Social and natural factors: The people of China attach importance to this traditional festival, and driven by the 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's consumption 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 during the consumption process, 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 pursue products that can meet their needs and are inexpensive. 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: Among many moon cake promotion activities, consumers have a lot of choices. We will maximize the promotion environment and improve the service quality 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: In the same period, we will use various ways to promote sales, such as shopping mall promotion, supermarket promotion, and combine 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 that the scope of expansion is wide; 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 the needs of consumers in time and accept the feedback from consumers.

(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.

IV. Advertising analysis:

1. advertising goal: to realize the truth and extensive promotion activities through large-scale advertising.

2. Advertising expenses: 1000 yuan

3. Advertising information: promoting brands, enhancing influence, expanding sales channels and increasing 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: _ _ _ _-the day before Mid-Autumn Festival

2. Location: Activities are limited to Hui _ _ city.

3. Activity preparation: 1, arrange a certain number of transport vehicles and "Mid-Autumn Festival Ambassadors".

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.

Vi. Precautions: 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.

202 1 mid-autumn moon cake marketing plan copy 3

I. Background of activities

The Mid-Autumn Festival on August 15th is a traditional festival in China. Every time we miss our relatives during the festival, moon cakes become 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 mooncakes convey the true feelings.

Third, the purpose of the activity

1, establish the humanistic image of Miqi, and promote the increase of sales at the same time.

2. Provide convenience for customers and attract more customers.

3, increase the visibility and reputation of the enterprise 4, spread the corporate image and enhance the 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 gifts to relatives and friends, as well as holiday gifts.

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, give a beautiful gift (such as candy and other beautiful small gifts).

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 far as possible.

Nine, dining characteristics

1 On September _, 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.

202 1 mid-autumn moon cake marketing plan copy 4

Launch the "Quality Service Month" activity, providing free mooncake packaging service, free mooncake (gift basket) delivery service, mooncake (gift basket) telephone ordering service, gift basket giving service, mooncake (gift basket) mailing service, etc., and gain an advantage in the competition by strengthening quality inspection and service.

Requirements for moon cake promotion products in Mid-Autumn Festival

1, moon cake requirements:

1) The variety of moon cakes should be mainly reflected in the brands that the local people like, the new varieties developed by the brand moon cake merchants with different flavors, and the price is divided into three grades: high, medium and low to meet the consumption needs of customers of different classes;

2) Ask mooncake suppliers to send sales promotion girls and provide mooncake tasting activities.

3) Complete the mooncake gift basket street before August 25th.

2, gift basket requirements:

1) This promotion mainly focuses on selling gift baskets of your choice, and the stores set their own bundled gift baskets with names and product combinations, and display them emphatically.

2) Designate the gift basket to be high-grade (1000 yuan or more), medium-grade (300-800 yuan) and low-grade (80-198 yuan). The number of gift baskets designated by the purchasing department is about 8.

3) The suggested price of the empty gift basket is 10 yuan, and the purchasing department will prepare three types of empty gift baskets.

4) Free gift baskets with commodity value above 200 yuan 10 yuan gift baskets.

3, tobacco and alcohol requirements:

1) The purchasing department must ask the supplier to provide empty boxes (one for each store) for the cigarettes and alcohol mainly promoted.

2) The main gifts must be prominently displayed, and they can also be displayed in the street of "moon cakes and gift baskets".

3) Tobacco and alcohol promotional products: Great Wall Red, Remy Martin, Hongtashan, 555, Zhonghua, Yuxi, Furong Wang, Good Day and other brand products.

4, drinking, health care products, tea

1) instant drinks, health products and tea are also good gifts, and there should be more special support and a large number of displays. The number of varieties is not less than 20, and the newsletter has two pages.

2) Suggested promotional products: Wanji, Kangfulai, Joy and other brand products.

5, candy, biscuits, water milk

1) Candies, biscuits and water milk will also be in great demand during the Mid-Autumn Festival. It is also necessary to select 20 products from such products for promotion.

1) Candy and biscuit promotion products can be selected from brand products such as Jiadun Candy, Hsu Fu Kee, Jinsha Chocolate, Dove Chocolate, Yili Milk and Mengniu Milk.

2, North and South dry goods, more gifts and more promotion

3, grain and oil, suggestions: Arowana, Golden Elephant Rice, _ _ own brand rice.

4, daily necessities, household chores, condiments normal specials

5, fruit requirements:

1) seasonal fruits are sold at special prices, highlighting the sense of quantity, such as apples, pears, Sunkist oranges, persimmons and red grapes.

2) Promote the gift basket of fruits, and choose the fruits with beautiful appearance, mainly: orange, broccoli, green apple, plum, black beauty watermelon, banana, etc. (The above fruits can be sold at no special price or in small quantities.)

3) The Fresh Food Department should communicate with suppliers in advance, and ask suppliers to provide fruits with the best appearance and quality to ensure the quality of fruit gift basket packaging.

4) Stores should strengthen the acceptance of gift basket fruits. The fresh food department is responsible for preparing fruit gift bags and fruit gift boxes.

10, other fresh goods requirements:

1) Both Mid-Autumn Festival newsletters should have1-2 varieties sold at a loss as "sacrificial goods" to attract passengers. The promotion time of each variety is 3 days.

2) Three birds and aquatic products need special price support.

202 1 mid-autumn moon cake marketing plan copy 5

1. Purpose of the activity: Take advantage of the Mid-Autumn Festival easterly wind, combine the actual situation of the hotel and the traditional national customs of China, 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:

Group leader: Wang Xiang

Deputy Team Leader: Zhang Li Liang Ruicheng

Members: marketers and department managers.

Third, the activity time:

20_ _ _ _-20 _ _ _ _ _

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, and the promoters will wear Chang 'e-style clothes. All front-line service desks and all rooms will 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) thank you for the preparation and service of the 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 invited personnel 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:

Contact the mooncake box manufacturer and design the sample before August 1 8, and the mooncake box will be in place before August 18. (Purchasing Department, General Office)

The layout of the mooncake booth in the 2' lobby will be completed before August 25th. (engineering department)

3. The person in charge of the collection and sales statistics of mooncake goods shall be in place before 8: 30 on August 25th. (finance)

4. Outdoor advertising and publicity colorful pages shall be completed before August 15. (Marketing Department)

5. The venue of "Thanks for Old Customers and Moon Cake Fair in Kailai Hotel"-the layout of multi-function hall will be in place before September 5th10: 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 2nd)12: 00. (Marketing Department)

7. The organization and sales of online mooncake sales points will be put in place before August 25th.

(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 of 200 _ around 60 yuan = 12000 yuan.

B box 500 _ around 35 yuan = 17500 yuan.

C box 500 _ around 25 yuan = 12500 yuan.

D box1000 _1around 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. Strip: 80 yuan

4. Exterior wall painting: 300 yuan