In order to ensure that things or work can be carried out smoothly, usually need to develop a complete program in advance, the program is a specific action developed for a particular action to implement the details of the implementation of methods, steps and arrangements. How to write a program to play its role? The following is my food for you to organize specific promotional activities program, just for reference, I hope to be able to help you.
Food specific promotional activities program 1First, the preamble of the meat food marketing plan
The increasingly fierce competition in the market, the means of competition is also increasingly diversified. Advertising, the role of competition in the market is becoming more and more important, through advertising, can continue to enhance consumer confidence, to guide the concept of consumers. With the increasing diversity of media methods, for enterprises to choose more and more room, so that many companies are difficult to choose one or several media methods to effectively publicize and promote products and enterprises.
At present, China's meat processing and production market is still in a period of development, there are many manufacturers, mixed fish and dragons, the legal environment is immature, the market order is affected to varying degrees; many manufacturers in order to obtain profits, unscrupulous, Jinhua's poisonous ham is a good example.
Ponya is the island's famous production and processing of meat products company, the company in the market competition, through the integration of resources, improve competitiveness, and gradually formed a relatively complete set of product lines, and in the traditional products on the basis of the new charcoal grilled products, in the "return to nature, enjoy life," has become the pursuit of more and more urbanites. In the "return to nature, enjoy life" has become the pursuit of more and more people in the city, the unique charcoal grilled series of products will be favored and even sought after. At the same time, enterprises in the market competition, and constantly use the television and newspapers and other media to increase awareness, publicize the corporate image; at present, the enterprise in Qingdao and the nearby areas to do better, with the development of the company, the market is also expanding, it is necessary to enter the new region, and in the new market, the preliminary advertising is more important, in general, its main role is to cultivate their own brand recognition and visibility in the target market, and does not have to enter the new region, but also the new market, the first time the advertisement is more important. Recognition and awareness, and not to increase its sales. Train is a medium to connect the regions, but also an important way of information dissemination; In addition, to adapt to the characteristics of the train sales, targeted improvements in packaging, so that the product is more accepted by travelers on the train, so as to make effective use of this unique sales channel, to maximize the sales volume. At the same time, this new exclusive sales model also highlights the strength of the enterprise and unique market development strategy, is conducive to the promotion of products and enhance the market appeal of enterprises.
Now, we solemnly and sincerely recommend you a new media way - train TV media, it can bring you a surprise effect.
Second, the feasibility analysis of meat marketing plan:
1, competitor analysis: at present, Qingdao's meat market competition is relatively fierce, Xi-wang, Delis, Qinglian, Dewei and other brands in Qingdao also has a certain market share, they are through the continuous advertising and promotional activities to improve their market competitiveness and market share. They are trying to increase their competitiveness and market share through continuous advertising and promotional activities, and Ponya is facing a huge test.
Xiwang has a long history of production and has established a huge sales network, with more than 400 specialty chain stores and sales cooperation with many domestic and foreign shopping malls and supermarkets. The sales volume and reputation of Xi-wang low-temperature meat products are ranked first in all sales regions; the company is enthusiastic about social welfare, and has been praised by all walks of life.
Dewei, set acquisition, processing, sales in one, the total assets of more than 400 million yuan, has won a number of honors, ranked fifteenth in the national meat industry in the top 50 enterprises, is the Shandong Province, the leading enterprises of agricultural industrialization. Has its own farm; strong annual production capacity, high quality products, trusted by consumers, especially recently, increased publicity efforts and the pace of market expansion.
Delis, digestion and absorption of foreign meat-eating peoples "low-temperature meat products" scientific concept, in China's low-temperature meat food industry has a great influence in Shandong TV and other television media to vigorously publicize their products and culture, and its "wishing for a long time, accompanied by Delis! Its advertising slogan of "Wish you a long time, stay with Delis" is a household name. The company has made efforts to shape a modern corporate image, imported CIS image integration system in an all-round way, and actively carried out the "5S" activities.
Qinglian, 20 years by the Shenzhen Agricultural Products Co., Ltd. holding, capital strength greatly enhanced; at the same time, "Qinglian" brand raw meat products is the only registered in Qingdao City, "assured meat" brand. It has a large customer base and influence in Qingdao.
The survival of enterprises in the competition, there is competition, there is improvement, Delis, Xi-Wang and other products in the Qingdao market clouds, both the potential of the Qingdao market, but also explains the fierce competition in the market. They are in the industry, whether it is capital or technology, have a strong strength, to survive in such a cruel competition, we must actively develop themselves, publicize themselves, improve their competitiveness of enterprises.
2, enterprise competitiveness analysis:
In Qingdao, the fierce market competition tells Bonilla need to go out and seek a better and wider development space, but this requires a strong enterprise competitiveness to go out.
Strong market promotion. Through Qingdao's newspapers and television broadcast media, to improve market position and brand awareness and visibility; from time to time to hold promotional activities, to occupy the initiative of the market competition; recently, the open call for the enterprise logo, from another aspect shows the desire to break through the regional limitations of the enterprise to better participate in the competition and expansion in other regions.
Differentiated market positioning. Market-oriented, constantly adding new products and profit growth points, increasing their market share, and gradually formed a more complete product categories.
Advanced production technology. Efforts to learn from foreign advanced experience, and actively introduce and research and development of advanced production technology; the emergence of charcoal grilled products to fill the gap in China's meat food.
Food specific promotional activities program 2A market analysis
1, the target group
From the store's business items can be seen, the store to fried food, candy, dried fruit, nuts, candied fruit, these are the main focus of the main snacks of the food, the consumption of these products the main customers for women. The store is located in the university campus, therefore, can judge the store's main target consumer groups in the school of female college students.
2, target group analysis
The store's . The main target group of female college students in school groups, the group of snacks more favorite. From the economic analysis, the consumer group does not have a fixed source of income, the consumption ability is relatively low, so the high price will restrict the consumption of the group, the main criterion for the choice of good quality and inexpensive, for the favorite snacks tend to like a small amount of multiple purchases. From the point of view of consumption habits, this group often likes to go shopping together in groups, and the group characteristics are more obvious. From the special environment of the campus analysis, by the school to the constraints of the class, the group of consumption is more concentrated time for lunch time and dinner after the basic.
In addition, because of the university every year there are new students and graduates leave school, so every year there will be new consumer customers and lost customers. New students in the initial school, in the purchase of similar snacks, there is no target to choose which one of the goods, randomness is greater.
3. Competitive environment analysis
By the influence of economic interests, there have been 2 similar stores opened in the neighborhood to participate in the competition. The impact of competition in the same industry, resulting in a significant decline in sales of the store. Affected by the special environment of the University, the annual new consumer groups in the purchase of similar products at will, resulting in whether it is a new store or old store, the face of this group are standing in the same starting line, there is the same competitive advantage.
Second, the marketing strategy refinement and specific operation
1, the product will be packaged in accordance with certain specifications
Out of the target consumer groups spending power as well as portability considerations, it is recommended that the product quantitative packaging. Suppose, to 200 grams as a standard, packaging, pricing x yuan. The shift in packaging, on the one hand, is more catered to the consumer's consumption habits, providing convenience for consumers, on the other hand, the product will be packaged, can enhance the quality and aesthetics of the product, but also increase the profit margins of the business. At the same time, the transformation of packaging, but also for the subsequent marketing activities to provide the conditions and convenience.
2, for new customers: the use of "tasting" way to attract new customers
Due to the impact of the special environment of the university, resulting in the old and new customers of the old and new, therefore, to improve turnover must seize the new consumer groups each year. Due to the new groups of college students to the entire environment of the strange, resulting in the consumption of random, so we must use some factors to attract some of the customers to come to consume. Personally, I suggest that we use the "tasting" method to attract these customers. For "tasting", many stores have this practice, but only when customers come to inquire about this action, and not openly operated. For new students entering the campus, under the guise of "tasting or free tasting" (if possible, you can make an x-stand or promotional posters, set up in the store in a conspicuous position), so that customers can directly see at a glance, can be largely attracted to come to taste and experience. "Tasting" provides not only let the customer taste the product flavor, understand the product, more is to dispel the new customer for the unfamiliar environment of a kind of scruple psychology (some places, once the customer asked to be forced to buy, therefore, the new personnel for the unfamiliar environment will be more or less scrupulous).
If there are conditions, when doing a tasting, you can open a special area and provide disposable bamboo sticks or other tableware, so that customers can use and taste. Both can achieve the purpose of attracting customers, but also to enhance the image of the store.
3, for the target group's work and rest time, the arrangement of promotional activities
According to the student group's work and rest time, it can be seen, after lunch time and after dinner time is the student group is more concentrated. You can arrange some promotional activities in the concentrated time according to the student's work and rest time to increase the turnover.
(Note: To increase the effect of promotional activities, the owner can increase the strength of the gift, and set a limit on the number of people.)
By way of giving away, belongs to the indirect price strategy, and quantitative packaging, can ensure that the product higher profits, can ensure that giving away does not reduce profits. By giving away, on the one hand, you can stabilize the price of the product, to avoid direct price competition, on the other hand, can also cater to the customer's cheap and affordable and greedy for small advantages of the consumer psychology.
4, for the holidays, the arrangement of promotional activities
For the more significant holidays, you can arrange appropriate promotional activities. For example, the Mid-Autumn Festival, choose the day of the festival, catering to the consumer group's work and rest time, in the original arrangement of the noon and evening promotional time period, in the original gift under the premise of the gift of a piece of moon cake.
Three other suggestions
Store owners can increase product sales through the construction of channels. Specifically as follows:
Restaurant cooperation. The product (fried food) spread into the catering stores, as a small butterfly before meals;
Using wholesale form, the product will be spread into the campus retail stores;
For campus collective gatherings and so on, open a bulk purchase discount service (assuming that the first time to give 10% discount, the second time to give 8%. 5% discount, the third time to give 20% discount, the use of step-by-step attraction to firmly attract customers)
Food specific promotional activities program 3First, the activities of the introduction:
The Dragon Boat Festival on the fifth day of May. Every year on this day, many people will wrap the dumplings, emerging many different flavors of different kinds of dumplings. The origin of the Dragon Boat Festival has always been different. Some people regard it as a memorial to the patriotic poet Qu Yuan, who threw himself into the Miluo River on the fifth day of the fifth month. Some say that in ancient times, this festival was a day to sterilize and avoid epidemics. According to the documentary records, as well as many of the Dragon Boat Festival customs that have been passed down through the generations, May is regarded as the "poisonous month", "evil month", the fifth day of the fifth month is the first of the nine poisons, so this day has been passed down a lot of exorcism, disinfection and epidemic prevention of special customs such as inserting bushels of ai leaves
The first five days of May is the first of the nine poisons.
Later, the meaning of the Dragon Boat Festival changed. People in order to commemorate the patriotic poet Qu Yuan's patriotic spirit and noble personality, some of the original may not be in honor of Qu Yuan's dragon boat and dumplings and other customs, linked to his body. About Dragon Boat Festival dragon boat racing, in fact, now is not the arrival of the Dragon Boat Festival dragon boat racing program is also everywhere.
From driving away evil spirits to avoid epidemics, to commemorate Qu Yuan, the meaning of the Dragon Boat Festival has changed a lot. Today, this festival has become a Chinese food festival. From the old corn, zongzi production to today's colorful variety of dumplings. Many places have incorporated their own local cuisine into their zongzi.
The main custom of the Dragon Boat Festival is to race dragon boats. The Dragon Boat Race was first documented in Wu Jun's "Continuing Qi Harmonious Records" in the Liang Dynasty 500 years ago. Later, many records of dragon boat racing can be found in the written word. Among the thousands of existing square records from all over China,*** there are 227 kinds of square records with records of dragon boat races. The Dragon Boat Racing at Dragon Boat Festival, including the saying that "all the boats set off to rescue Qu Yuan." and "a shouting, drumming, and singing". and "a shouting and drumming to scare off the dragon." These are all reminiscent of Qu Yuan. All of these are reminiscent of Qu Yuan. Every year at the Dragon Boat Festival, the Chinese people in the north and south of the Yangtze River as well as in the South China Sea, will also organize dragon boat races and advocate the Dragon Boat Festival Dragon Boat Race.
This year's Dragon Boat Festival on the fifth day of the fifth month of May is the day of the month, let us look forward to together in the Dragon Boat Festival of the strong flavor it!
Small citation of the Dragon Boat Festival famous poem:
Seven rhymes. Dragon Boat Festival
(Tang) Yin Yaofan
Youth festival times more sentimental, old age who knows the feelings born;
not as ai tend custom, but pray for bushels of wine to talk about the rise of peace.
The temples are getting whiter by the day, and the durations of the temples are getting brighter by the year;
A thousand years of wisdom and foolishness have gone by in the same breath, and a few people have lost a few of their names.
Second, the activity time:
June 8 (Wednesday ~ June 17 (Friday), a period of 10 days!
Third, the theme of the event:
Another year of Dragon Boat Festival!
Fourth, the purpose of the event:
To celebrate the Dragon Boat Festival, commemorate the Qu Yuan and retain the folk traditions, especially to organize a number of celebrations of the Dragon Boat Festival promotional activities, the activities to achieve the purpose of the "fun"; and give back to the customer in the hope of improving the supermarkets in the Wuhai The company's goal is to increase awareness and attract people to the store, as well as increase turnover on the day of the event.
V. Activity Location:
1 supermarket Xinhua store
2 supermarket Daqing store
VI. Activity Format:
1 commodity special price (fixed special price goods 80 ~ 100 kinds)
This period of creativity to "Another year of Dragon Boat Festival" as the theme of the event, but the activities of this period of the commodity tendency is divided into two main groups to the preparation of special commodities, *** divided into two periods of time to begin to prepare for the special commodities:
The first period of time for the June 8 ~ June 11 (Dragon Boat Festival) *** counting the time of five days, the five days of the traditional Dragon Boat Festival. Mainly to the traditional Dragon Boat Festival as the main idea, to prepare special goods. Commodity focus for the holiday goods, dumplings and dumplings used materials and supplies! Appropriate consideration can be given to the theme of the quality of the extension of goods, because the Dragon Boat Festival is one of China's traditional characteristics of the festival, my supermarkets sell special goods can be used as a special selection of goods positioning! (Fresh dry bulk sector as the focus)
Commodity sub-categories are as follows:
Zongzi (three full Ling, Yili, Sienian series SP form, or special price, or buy gifts, or with sales! Or tasting! Forms are appropriate;
Holiday merchandise: red dates loose or bags, raisins loose or bags, lotus seeds, red beans, peanut rice, dried fruit, red beans, yellow rice, rice, etc. is appropriate?
Another: contact suppliers to carry out a joint promotions, as a series of publicity (Si Nian can be considered) to carry out influential forms of joint promotions!
Other series: raw meat, cooked food, staples, fruits and vegetables, etc.!
The first time period goods accounted for 30% of the total number of goods, about 30 kinds! Price cuts require shocking (low and original selling price of 30% ~ 50%)
The second time period for the June 12 ~ June 17, this time period for the next part of the marketing activities, in order to make my activities always maintain good sales popularity and a good atmosphere now, this focus on commodities to the summer seasonal commodities on display and sale, the price cuts in the strength of the local seasonal commodities in the 15-20% or so, mainly, imported goods can be used as a pattern! The local seasonal goods are mainly, foreign goods can be used as a pattern to supplement.
Commodity sub-categories are as follows:
Leisure department: hawthorn cake, ice candy, cotton candy, fruit juice series, red and green tea series, fresh orange series, dairy products series (10 kinds)
Seasoning department: convenience foods, oil, canned meat series, fans, noodles, ready-to-eat ham, etc. (10 kinds)
Knit department: half-sleeved T-shirts, cooler, seasonal suits, seasonal footwear, seasonal shoes, and other products (10 kinds). Seasonal sets, seasonal footwear, underwear cool quilt class (10 kinds)
Food specific promotional activities program 4First, the company
The company to "walk with the green, and nature as the" for the purpose of the enterprise, calling on the general public to love nature, protection of nature. The company's mission is to "walk with green and nature" and to call on people to love nature and protect it.
The company to produce green products (including green food, green daily necessities, such as green series of products), founded in January 20 years, the product was launched by the majority of the public praise, and now, the company has created its own brand, the product sells well across the country.
Second, the company's goals
1. Financial goals this year (20xx), striving to reach 100 million yuan in sales revenue, profits than the previous year, a double (to 30 million yuan).
2. Marketing target market coverage to expand to the international level, trying to build an international brand.
Third, the marketing strategy
1, the target market of high-income families.
2. Product positioning of the best quality and multi-species, the outer packaging using international green packaging 4r strategy.
3. Price price is slightly higher than similar traditional products.
4. Sales channels focus on the high consumption level of big cities, shopping malls, the establishment of the company's own sales channels, to "green" as the main.
5. Sales staff on the recruitment of sales staff of men and women ratio of 2:1, the establishment of their own training centers, the implementation of the training of sales staff on the job, the use of national account management system.
6. Service to establish a first-class service level, standardization of the service process, networking.
7. Advertising pre-conduct a large-scale, high-intensity, multi-faceted, networked advertising campaign. Highlight the characteristics of the product, highlight the image of the enterprise and take into account certain medical and environmental knowledge.
8. Promotions in the online product promotions, price concessions on holidays, with the assessment of the sales performance of the sales staff, prompting sales staff to vigorously promote.
9. Research and development to develop green resources, focusing on the development of pollution-free, conservation-oriented products.
10. Marketing research to investigate the process of consumer choice of such products and product improvement programs.
Fourth, the network marketing strategy
After careful planning, the company registered for the first time two international top-level domain names, the establishment of China's "walk with the green" network website, in the website to fully introduce the company's sales of products, business and service content, detailing Various products. Immediately following the gradual registration in Sohu, Yahoo and other famous search engines, and to network advertising, supplemented by newspapers, television, radio and print advertising, to expand the influence of the country, and then combined with network communications, increase the comprehensive website across the country's friendship connections.
Fifth, customer service in network marketing
Provide satisfactory customer service through the implementation of interactive marketing strategies. The main tools are e-mail, e-forums, FAQs and so on.
Six, management:
(a), the implementation of network marketing strategy:
Developed a good development strategy, the next need to have a feasible plan to ensure its implementation, we can be operated in accordance with the following steps to implement:
1. Determine the department responsible for the personnel, functions, and marketing budget:
Network marketing is a part of the Internet marketing strategy. p>
Network marketing is a marketing work, generally by the marketing department is responsible for, under the leadership of the vice president of marketing work. Generally should set up a special department or working group, members of the network marketers and network technicians, even if the work of the initial consideration of streamlining, should ensure that there is a person responsible for the work of the initial investigation, planning, coordination, organization, heavy task, part-time is difficult to ensure the completion of the work.
2. Duties of full-time network marketers should include:
(1) Comprehensive views of the company's departments, develop a website construction plan, and lead the implementation of the website construction.
(2) daily website maintenance, supervision and management.
(3) Website promotion plan development and implementation.
(4) Online feedback information management.
(5) Independent online marketing activities.
(6) Implementation of online marketing support to other departments of the company.
(7) Online information resource collection and management, to provide guidance on the application of the company's network resources.
3. In terms of online marketing costs we will ensure maximum possible savings, but we still need to have an estimate of the possible inputs, our marketing budget mainly comes from:
(1) personnel salaries
(2) hardware costs: such as computer additions
(3) software costs: such as space rental, web page production, web program development, database development
(4) other: such as Internet access fees, network advertising costs
(b), the synthesis of the views of various departments to build the interactive platform of the site
The company's Web site as the main carrier of network marketing, its own good or bad directly affects the level of network marketing, and at the same time the site is not just a marketing function, but also includes the display of the corporate image, customer service, management and cultural construction, exchange of cooperative enterprises, and so on. The website is not only for marketing, but also for corporate image display, customer service, company management, and cultural construction, exchange of cooperative enterprises, etc. Only on the premise of a wide collection of opinions from all aspects of the company can we gradually establish a website platform to meet the requirements.
The construction of the website should pay attention to the website should have the following functions:
(1) information-rich: too low information is the common problem of the company's website;
(2) aesthetics and practicality of the moderate unity: practicality is the main focus, taking into account the visual effect;
(3) powerful: only with the appropriate functions to meet the requirements of the company's various departments.
(4) website humanization: from the customer's point of view rather than the enterprise as the center
(5) interactive features: seek to increase the opportunity for visitors to participate in the realization of online interaction.
(C), the development of website promotion program and implementation
With a good website platform, then should be implemented website promotion. The process of website promotion is also the process of brand and product promotion.
1. The development of the website promotion plan should consider the following factors:
(1) the scope of potential users of the company's products;
(2) to distinguish between the end-users of the company's products, the decision makers of the purchase and the purchase of the influence of the characteristics of their online habits;
(3) we should be the main promotion of the person to whom;
( 4) how we promote to their better results;
(5) whether to use traditional media, how to use;
(6) how our competitors' promotional tools;
(7) how to keep the cost of publicity low.