1. Purpose of activities
1. Take the "new semester" as an opportunity to further publicize the overall image of campus supermarkets and improve their credibility and reputation in the eyes of students;
2. Stimulate consumer groups with the "new semester", attract target consumer groups and potential consumer groups, maximize sales and realize the growth of sales performance.
II. Target audience
All college students and residents in surrounding communities
III. Time and place of activities
Time: March 1, 2-March 1, 2
Location: Campus supermarket
IV. Theme of activities
"Enjoy ultra-low prices and make great contributions in the new semester"
You can get a beautiful cup set for free in 78 yuan; Full 98 yuan can get a high-grade mouse; Over 18 yuan can participate in the "shopping lottery" free of charge: grand prize: digital SLR camera (1); First prize: supermarket 5 yuan shopping card (3); Second prize: a big plush toy, worth 2 yuan (5); Third prize: one high-grade towel (2 persons).
2, price promotion, during the activity, all necessities will be discounted by 3%, and all foods will be discounted by 2%.
3. Buy in a limited time, and sell brand cosmetics and pajamas as limited time promotional goods, which will be held on March 3rd and 4th.
4. Buy in limited quantities, and set the bagged paper pump and laundry detergent as limited purchases. Because of the low price, each person is limited to 2 pieces.
VI. Advertising cooperation mode
1. Hang large banners at the event site to highlight the theme of the event, and set up an event information desk;
2. Arrange staff to display boards on campus and post posters about supermarket promotion activities in the dormitory;
3. Arrange staff to distribute leaflets on the only way for students to attend and finish classes;
4. Advertise promotional advertisements in campus periodicals or newspapers
7. Prepare in advance
Personnel arrangement:
(1) Arrange enough service personnel and wear work cards or ribbons to facilitate identification and guidance of services;
(2) there should be a certain number of order maintenance personnel on site;
(3) On-site consultants and sales staff should have a clear division of labor and cooperate with each other;
(4) Emergency personnel (usually led by leaders, and should be handled by public relations in time in case of interference from government functional departments).
material arrangement: prepare all the products participating in the promotion activities before February 26th.
personnel training: training on-site consultants and sales staff, and making every effort to build a team that is more effective in all aspects.
VIII. Mid-term operation
1. The staff arrived at the scene first and took their positions;
2. Promoters distribute leaflets to introduce activities and products and guide customers to enter the supermarket;
3. Grasp the rhythm of activities, maintain the order at the scene to prevent looting and other accidents, so as not to cause negative effects;
4. The sales staff prepares the sales items and introduces the products for sale;
5. Gifts should not be distributed too early or too late at the specified time. Please register your personal information and sign when distributing;
6. Clean up the site at the end and keep recyclable items for later use.
IX. Late continuation
1. After the event, a summary meeting will be held, such as the sales volume of this event, the effectiveness of implementation, the general situation of consumer evaluation and response, etc. Analyze the advantages and disadvantages of the activity, summarize the successes and draw lessons from the shortcomings. Only by constantly summarizing can we develop better;
2. Follow-up reports on activities, terminal construction, terminal delivery, advertisement adjustment and summary report filing.
X. Expense budget
1. Banners, information desks, posters, and on-site decoration of 1 yuan;
2. Print 1 yuan for the event leaflet;
3. Advertise 5 yuan in campus periodicals or newspapers;
4. Staff who distribute leaflets, which will be distributed before the event, 3 yuan;
5. (1) Gifts: 4 hand creams, 2 yuan; 2 sets of exquisite suits, 3, yuan; 1 high-grade mice, 3, yuan;
(2) Prize: digital SLR camera 1 yuan; 3 shopping cards, 15 yuan; 5 big plush toys, 1 yuan; 2 high-grade towels, 4 yuan;
6. 3 bottles of Master Kong drinks, 75 yuan.
Total cost: about 15,45 yuan
XI. Accident prevention
1. If there is a shortage of promotional goods, replace them with other goods as soon as possible to avoid unnecessary confusion;
2. If there is chaos such as looting, do a good job of dredging, and arrange a certain number of security personnel when necessary;
3. Take precautions against all kinds of accidents and maintain the order of the site;
4. Make arrangements for emergency personnel, and contact the public security and security guards to ask for their support when necessary.
XII. Effect evaluation
With the opportunity of the new semester, as college students have abundant funds at the beginning of the semester, and all need to buy some daily necessities to launch this promotion activity, a series of promotion methods are adopted, which is expected to produce satisfactory results. With the development of market economy and the improvement of people's living and consumption level, supermarkets have become an indispensable industry in society, and their relationship with people's lives has become more and more close. Supermarkets, large and small, are also scrambling to appear in the market, thus increasing the competition among major supermarkets.
In order to thank consumers for their support, Jiale Supermarket held preferential activities on the seventh day of National Day. During the event, some goods were sold at a discount, and there were activities of buying more and giving away more.
this activity is based on the principle of "celebrating the National Day, giving thanks and giving back the true feelings", so that consumers can feel at ease when shopping in supermarkets and using them.
contents of promotional activities
activity 1: commodity discount
(1) during the activity, some commodities in the supermarket are sold at a discount, and some commodities are given a discount of buying three for one and buying five for one. Example: Anyone who buys five bags of instant noodles at one time can get ham sausage or pickled mustard tuber, so that the food of consumers is no longer monotonous.
(2) negotiate with the manufacturers and adopt the sales method of buy one get one free to promote some products (for example, buy shampoo and send conditioner, etc.), so that the manufacturers can not only increase their popularity, but also the supermarkets can attract consumers in the promotion and increase their recognition and attention to the supermarkets.
(3) Happy quiz: Any customer who buys to participate in the activity may have the opportunity to participate in the prize-winning quiz. The organizers of the event prepare questions before the event, covering entertainment, current affairs and other aspects. Customers who take part in the quiz randomly choose a topic in the question bank, and the correct answer has the opportunity to get a beautiful small gift.
(4) share the happiness: the customer who answered the question correctly in the previous session can choose another customer to perform the next session at the same time. If they win again, both of them will get a beautiful gift at the same time.
(5) Significance of the activity: This promotion activity is mainly organized through colorful activities, so as to attract customers to establish trust with customers, and consumers will be more inclined to go to Jiale Supermarket to buy goods.
activity 2: promoting membership system
(1) activity purpose: since jiale supermarket has already introduced the membership card system, the preferential margin for consumers who already have membership cards will be even greater. At the same time, a new business is launched, in which consumers can pre-store the consumption amount, and attract customers by giving a certain amount of money in advance, so that customers can feel the "plus" warmth and benefits, thus improving the customer return rate of supermarkets and increasing the income of supermarkets.
(2) customers who have not applied for membership cards can get preferential treatment during the activity.
for one-time consumption in 3 yuan, you can apply for a membership card, and each person is limited to one. When shopping in the supermarket with a membership card, you can enjoy discounts on some goods in the store and get corresponding points. For details, please refer to the express of each brand in the store (except special price and special sale goods). Accumulated points can be used as a gift, and gifts can be given in full from time to time.
Instructions for use
1. This card is a symbol of your distinguished status;
2. This card can be recharged for consumption;
3. With this card, you can enjoy the discount of membership price when spending in Jiale Supermarket;
4. Please show this card before carrying it forward and enjoy the exclusive membership price;
5. If you hold a card, you can enjoy all the members' privileges prepared by the supermarket;
6. This card can only be used in this supermarket;
7. This card is not reported lost or cashed, please keep it properly; This supermarket reserves the right to interpret this card within the scope permitted by law!
Analysis of expected effect
Through this marketing activity with the theme of "Celebrating the National Day and Letting the Truth Go", the brand of Jiale is mainly shaped, so that local consumers can identify with and like Jiale and improve its reputation and trust, thus establishing a solid foundation of Beichen market. At the same time, this activity adopts different forms to make the consumers who participate in the activity enjoy the diversification and enrichment of the activity, which is beneficial to stabilize the customers of Jiale Supermarket and further maintain the steady increase of turnover. Promotional activities carry out psychological intervention on consumers from practical activities, which makes them improve their praise for Jiale. Finally, the membership system will be used as a means of long-term operation of Jiale Supermarket in order to achieve long-term development. Not only won a high reputation, but also held the tourists, killing two birds with one stone. At the same time, the theme of this activity is "Celebrate the National Day, let the true feelings go". From the sales market of various supermarkets, it can seize the opportunity and further increase the market share of Jiale in Beichen.
security plan:
1. The activity security team shall arrange security personnel before the activity, and there shall be special personnel to conduct security inspection from time to time during the activity, and the potential safety hazards existing in the activity shall be eliminated immediately, and those that cannot be eliminated shall be reported to the organizing committee promptly and the activity shall be suspended.
2. The activity safety team should organize the staff to maintain and manage the circuit constantly, and have the right to stop all activities once the potential safety hazard appears on the circuit.
Estimated expenditure and income
Items required for the activity: 5,
Concessional profit-making expenditure: less than 1, yuan; net income of the activity: more than 1, yuan; advertising planning for the event; 3
Program purpose:
Children's playground attracts people
Internal strategy:
1. Develop children's clothes and put light on the back.
2. Set up a parents' rest area outside the children's playground, with tables and stools. Set up a parents' rest area on the right facing the children's playground, and place a children's game machine on the left to visually induce children to spend.
3. Make our own balloons, print our LOGO and the words Children's Paradise on the balloons and give them to the children who come to play in the Children's Paradise.
4. For two sisters or brothers and sisters who can enjoy the discount, you can get about 15 yuan money, or you can get a bumper car coupon.
5. Hold a long-term lottery. Children playing in this park will have the opportunity to participate in the lottery. The prizes include cartoon clothes, small dolls, smiling faces, stickers, etc. (prepare more favorite gifts for children)
6. Arrange special caregivers in the children's park. (Train the caregivers, be friendly, drive the children to play in it, and let the children have fun while ensuring their safety.) Let parents rest assured that their children will be placed in our paradise. Parents who like games can rest assured to play games. Parents who like reading books can rest assured to read widely upstairs. For those parents who are worried about keeping their children, they can provide socks to accompany their children to play together, and put some newspapers and magazines in our parents' rest area for parents to read and kill time.
7. When there are many children, our caregivers can organize activities at random, such as organizing children to dance, giving prizes to those who dance well, or organizing competitions in the venue, playing according to the actual venue, hiding something in the venue, giving prizes to children who find it, and other activities to attract children.
8. Let our nurses wear our cartoon costumes to play with the children.
External strategy:
1. Occupy advertising space at the entrance of elevator, stair glass and other places, and paste a separate advertisement for children's paradise.
2. You can ask two waiters to hand out balloons to passing children outside every two days.
3. Posters of children's paradise are placed in front of the store for a long time.
4. Advertising promotion of urban children's channels and radio stations.
5. Contact and interact with kindergartens and preschool education institutions nearby.
6. We often send waiters to walk around in cartoon costumes on the bed, and prepare some questions to ask the children in advance. If the children can't answer, they can ask their parents for help. If they answer correctly, they will send gifts to our store.
7. On weekends, several capable and organized waiters can go to the square to organize activities. On weekends, there are many people. You can gather children together to do some small competitions, or activities between children, parent-child activities, etc., and give the children who participate in the competitions a coupon (as the case may be). The children who win the competition will be given a cartoon dress specially made by our store for the children (as the case may be) as an activity. Advertising planning 4
Scheme purpose:
Children's Fun Park will attract people
Internal strategy:
① Children's clothes will be made with the logo of Power Train City on the back and cartoon dolls made in front. The clothes can be preserved for a long time, which can extend the publicity time and can be used for driving and invisible publicity.
② Set up a parents' rest area outside the Children's Fun Park, with tables and stools. The right side facing the Children's Fun Park can be set up as a parents' rest area, and the left side can be set up with children's game consoles to visually induce children's consumption.
③ Make our own balloons, print our logo and the words Children's Fun Park on the balloons, and give them to the children who come to play in Children's Fun Park.
(4) For two sisters or brothers and sisters, you can enjoy a discount 15 yuan, or you can send a bumper car coupon.
⑤ Long-term lucky draw will be held, and all children playing in this park will have the opportunity to participate in the lucky draw. The prizes are: Cartoon clothes, dolls, smiling faces, stickers, etc.