Shopping mall activity planning

1, "Dragon Boat Festival beautiful rice dumplings, shopping full of free" activities.

Activities: Where the May Dragon Boat Festival day, in the xx chain of supermarkets a one-time purchase of 38 yuan, you can with the computer ticket to the service center to receive a free beautiful rice dumplings, each store is limited to 200, the number is limited, while stocks last.

2, merchandise display.

1) The Purchasing Department requires suppliers or manufacturers (such as Sanquan Ling, Si Nian company, etc.), the production of promotional dumplings of the cabin or a small dragon boat, one per store. (Because it is easy for manufacturers to sell, and we provide the location for free, the cooperation is feasible.)

2) During the promotional period, the stores with geographical conditions outside the field are required to place the cabin or small dragon boat outside the field for promotion. No geographic conditions of the stores require to be placed in the main channel of the store or the place where the flow of customers is more concentrated, in order to promote the atmosphere of the holiday stores and merchandise sales (contacted by the Purchasing Department to negotiate).

3) In addition to the cabin or small dragon boat promotions, stores should place 4-6 dumplings stacked in the main aisle during the promotional period.

4) The stores are required to utilize the cooler during the promotion period, large display of various brands of rice dumplings, the third, fourth and fifth of May three days in addition to the cooler stores should be placed in the main aisle 4-6 rice dumplings stacked head sales.

5) stores in the Dragon Boat Festival on the day of the quality of the dumplings without affecting the quality and sales, can be about 1-2 pounds of rice dumplings with a net bag into a number of number of packages (pay attention to the packaging to be very difficult to unravel, to avoid the customer unwrapped more packages), and play the price, hanging next to the shelves of the stores or customers can easily see the place in order to stimulate the customer's desire to buy, to promote the rice dumplings! The holiday sales.

6) Require the store artisans and management staff to play the level of creative display and atmosphere of the arrangement (such as the dumplings around the head of the pile of foam board carved on the dragon boat and other patterns.

3, merchandise on sale.

1) During the promotional period, the dumplings and its holiday-related goods (such as yellow wine, frozen food, beverages and other food products, transparent soap, shower gel, insecticidal water, mosquito coils and other supplies) are on special sale.

2) Activity promotion

1, "xx guess beautiful rice dumplings, super price flat".

1) Activity time: June 10-15

2) Activity content: All in the June 10-15 promotional time, in the xx chain of supermarkets in a one-time purchase of more than 18 yuan of customers, with a computer ticket can participate in the "Guess the beautiful rice dumplings" activities.

3) Activity

At the entrance to the mall or freezer next to set up a promotional table does not play the price or not easy to change the manufacturers of rice dumplings, so that the customer rice dumplings brand and price guessing. Commodities by the Purchasing Department to implement the price must be quite low, to the customer unexpected price sold to customers, so that customers feel the real under the affordable, for the section of the next step in the sale of standing mouth beer to lay the foundation.

2, "May Dragon Boat Festival, xx package dumplings race"

1) Our Division has been held last year, the customer where the impact is strong, the effect is also good, the implementation of the leadership of the company to determine whether or not.

2) Steps: Purchasing Department to negotiate dumplings materials - materials in place - activities publicity - stores to organize competitions.

3) Participation prizes: to get their own package of rice dumplings, more packages to get more.

3, "May Dragon Boat Festival Shooting Dumplings Match"

1) Activity time: June 20-22

2) Activities: Where in the June 20-22 promotional time, in the xx chain supermarkets in a one-time purchase of more than 38 yuan of customers, with a computerized ticket are eligible to participate in the "May Dragon Boat Festival shooting dumplings race" activities.

3) Activity:

With a computer ticket each person can get 5 darts, in the activities of the designated places (shopping malls have venues at the entrance to the store), to participate in shooting rice dumplings seed activities, shooting is identified as "bean paste" that is, to obtain the kind of rice dumplings. Shot in the "meat dumplings", that is, to obtain the kind of dumplings a.

4) props requirements: balloons, block, darts.

5) The person in charge - the store manager to arrange the relevant personnel.

Fifth, the activities of the publicity

1, two "rice dumplings hanging flag" hanging publicity.

2, our dm newsletter publicity (see annex for the number of allocations). dm newsletter first, second issue of 40,000 copies each, the third issue of the single newsletter 40,000 copies of an average of 1800 copies per store (such as Ancestral Temple Lai Yuen, Lotus closer to each other from the point of view of the cost of the store can be appropriately reduced in number)

3, off-site posters and on-site radio publicity.

Six, related support

1, the procurement department to contact the negotiation of 5,000 rice dumplings to do customer gift.

2, the procurement department to contact the negotiation of 1000 pounds of rice dumplings material, held a dumpling contest.

3, the procurement department to contact the negotiation of 2200 rice dumplings, held shooting rice dumplings competition.

Seven, the activity cost budget

1, "Dragon Boat Festival beautiful rice dumplings, shopping full of free" activities: beautiful rice dumplings are limited to 200 per store / 22 stores = 4400.

2, "xx guess beautiful rice dumplings, super price flat" activities: (the number of prices by the sponsors in each store promotional decisions).

3, "May Dragon Boat Festival, xx package dumplings race" activities: dumplings bulk rice 30 pounds per store / 22 stores = 660 pounds.

4, "May Dragon Boat Festival, xx shooting dumplings race" activities: dumplings per store 100/22 stores = 2200.

Total cost budget:

1, decorative arrangements, balloons, banners, theme display ornaments, an average of 300 yuan per store, the cost of about 6600 yuan.

2, hanging flag cost: 10000 yuan.

Wal-Mart by a township small business grew into a world-renowned "retail empire". And gradually developed into a leading retailer

Its footprint is almost all over the world to obtain the consumer. The company's footprints are almost all over the world and have received unanimous praise from consumers. From the opening in Shenzhen in 1996, there are now a number of supermarket chains have also opened. Now Wal-Mart in Zhengzhou, the first branch of the opening of its specific activities are arranged as follows:

Activity Purpose:

1. The basic goal: to celebrate the opening of the store and the Dragon Boat Festival to celebrate the arrival of the low-priced concessions to the quality of products and services to win customers. Diffusion mall visibility to establish a good corporate image.

3. Marketing objectives: through the activities of the expansion of customer participation in the activities of pulling sales to increase the benefits of the mall and through the entertainment marketing way to increase corporate profits.

3. Long-term goal: to increase sales to expand market share and ultimately realize the unity of economic and social benefits.

Current marketing situation:

1. Market situation: the site is located in the busy business district around the reality of Beijing Hualian Jinboda and other large supermarkets and other competitors and may have potential competitors.

2. Product status: most of the products are mainly mass consumer goods with a wide variety of price differences in a complete range of goods.

3. Macro-environmental conditions: most of the consumer groups for the mobility of the population population density is high traffic flow of consumers, the actual demand and potential demand are very large.

SWOT problem analysis:

Strengths: Wal-Mart has a strong scale effect. It is very competitive to a certain extent. And its own continuous technological updates and purchase of satellites to create a strong supply chain management has a high degree of standardization of business philosophy scientific operation and marketing with characteristics of the training system sound and other significant features.

Weaknesses: high operating costs and huge scale bring greater challenges in management, and face many problems in the development of foreign places.

Opportunity: the current development of the retail industry situation is very good market opportunity is very high and the grasp of the market analysis is conducive to enterprises to seize the opportunity to lead the new high tide of shopping.

Threats: The existence of real and potential competitiveness of the market risk factors.

Price strategy:

1. Based on the cost of similar products prices as a reference and the slogan "everyday low price" to launch the goods of good quality and low price.

2. Give appropriate quantity discounts to encourage more purchases.

Promotion strategy:

1. Comprehensive use of product mix strategy price mix strategy sales channel strategy and other marketing strategies to achieve the best economic results.

2. Maintain localized operations.

Advertising:

1. "5M" principle: choose the newspaper and television media to inform customers of the opening of Wal-Mart in Zhengzhou and to convey the message of good quality and low price and beautiful shopping environment to cause customers to buy desire to increase sales.

2. And with the form of street leaflets and to convey to customers Wal-Mart's business philosophy of "Everyday Low Prices" principle.

3. During the opening of the store advertising budget to invest more in the store after the opening of the boom should be immediately cut the amount of advertising to minimize unnecessary advertising expenditure to compress the amount of advertising to compress the cost at the same time to do to keep the goods of the low price.

4. Focus on point-of-sale (POP) advertising.

Public relations:

1. Establish and maintain a normal cooperative relationship between the enterprise and consumers.

2. The business establishes a good collaborative relationship with its suppliers to ensure the normal functioning of the merchandise.

3. Set up a science gallery to tell people how to care for resources and protect the environment in the form of pictures, objects, and styles to build good community relations.

4. Sponsor children out of school to participate in more public welfare activities to establish a good corporate image.

5. Invite officials to visit the company and attend press conferences.

Business promotion:

1. Implementation of membership promotion: consumers can enjoy a variety of special services after becoming a member.

2. To consumer promotion: give samples of reduced prices.

3. Grasp the demand characteristics now more seasonal goods and general sense of goods to promote to stimulate consumer demand to expand sales.

Logistics and distribution: In the logistics management of the distribution center in the business area in the most appropriate location to ensure the normal operation of the goods during the promotion.

Planning program cost budget:

Total cost of promotion: omitted

Advertising costs: omitted

Business discount costs: omitted

Analysis and forecasting:

Thoughts

Through Walmart's promotional plan, we can clearly see that the company is a good choice. Through Wal-Mart's promotional plan we can clearly find that his planning book is very well written general planning book steps are background, purpose, content, time, place, name, carry out the way, publicity methods, the cost of the budget, the evaluation of the effect. Wal-Mart's promotional plan reflects these and he also carried out a SWOT analysis not only to analyze their own strengths, weaknesses, opportunities and threats, but also the price strategy and advertising campaigns. Also analyzed the market situation. Can be said to be a more successful plan but did not write the time and place to engage in promotional activities and did not budget the cost of promotional activities and those who come to organize this activity is not written clearly only from the content to write. That's when I saw the Wal-Mart promotional plan.

An enterprise to make their activities become very successful to have a clearer plan in order to attract customers to the eye in order to improve the image of the enterprise and the market share of the force to obtain more profits. And from this plan to make me understand how to write a plan before I just know from the book to write a plan from these aspects but not at all personally written from here I finally realized that writing a plan is not as good as I imagined that I have learned to write a plan. And the plan is also very important to a business enterprise activities of the success of the planning book written well or not.

The shopping mall activity planning Part 5

The shopping mall May Day activity program is as follows:

A series of activities theme:

1, May shopping gift, happy holiday family tour

2, the heart of a thousand knots, 100,000 love show

3, welcome to the first of May, travel gifts back to members

5, discount promotions

6, printed Ginza Mall, "Fine Shopping Guide" spring edition of a

Second, the activities of the time:

1, shopping in May to give a big gift, the joy of the holiday family tour: May 1, 20xx - May 5

2, the heart of a thousand knots, 100,000 love show: May 1, 20xx - May 5

3, welcome May Day travel gift back to members: May 1, 20xx - May 7

4, Spring Fashion Week: May 1, 20xx - May 5

5, discount promotions: May 1, 20xx - May 7

6, a series of series of fashion week: 20xx May 1 - May 7

6, the scope of the series of activities:

Ginza Mall and Bayi Store, Ginza Shopping Plaza and Beiyuan Store

Third, the content of the series of activities:

(a) May shopping for a gift, a happy holiday family trip

Activities:

In order to enhance the popularity of Ginza Mall in the May Golden Week, to create sales results. Popularity, to create sales success, specially held in May shopping gift, happy holiday family tour that shopping gift May Day couples, the whole family travel package activities.

Implementation rules:

① May 1 - May 5, where the cumulative consumption of regular-price goods full of 3000 yuan on the day with invoices and valid documents to register to get the May Day travel two couples a set of tickets. (not cumulative gift)

② Where the day of cumulative consumption of regular-price goods over 4,000 yuan with invoices and valid documents to register to get the May Day family travel standard package (limited to three people) a ticket. (Not cumulative gift)

③ Where the day of cumulative consumption of regular-price goods full of 5000 yuan with invoices and valid documents in the corresponding brand counter registration can be obtained May Day family travel package (limited to four people) a ticket. (Not cumulative gift)

④ Where the day of cumulative consumption of regular-price goods of 12,000 yuan with invoices and valid documents to register to receive luxury travel two couples a ticket. (Not cumulative gift)

⑤ Where the day the cumulative consumption of regular-price goods of more than 20,000 yuan with invoices and valid documents to register to receive luxury travel to Hong Kong and Macao, two couples a set of tickets. (Not cumulative gift)

Note: This activity is limited to clothing brands (membership card only points do not discount), manufacturers participate voluntarily, do not participate in the manufacturers need to participate in discount promotional activities, Ginza does not bear the cost. Consumer travel costs in the shopping 3000 - 20000 yuan consumption amount under the premise of the manufacturer to bear the cost is only equivalent to the amount of goods discounted 8.5 percent, less than the usual holiday discount promotional activities and promotional effect is significant.