Wal-Mart has grown from a small township enterprise to a world-famous "retail empire" and gradually developed into a leading retail enterprise.
Its footprint is almost all over the world, and it has won unanimous praise from consumers. Since/kloc-0 opened in Shenzhen in 1996, many supermarket chains have also opened. Wal-Mart's first branch in Zhengzhou is about to open. The specific activities are as follows:
Second, the purpose of the activity:
1. Basic goal: to celebrate the opening of our store and the arrival of the Dragon Boat Festival, win customers with cheap products and excellent services, spread the popularity of shopping malls and establish a good corporate image.
3. Marketing objectives: expand customer participation through various activities, stimulate sales, improve the efficiency of shopping malls, and increase corporate profits through entertainment marketing.
Long-term goal: increase sales, expand market share, and finally achieve the unity of economic and social benefits.
Third, the current marketing situation:
1. Market situation: the location is around the bustling business district, and the actual competitors are large supermarkets such as Beijing Hualian Jinboda, and there may be potential competitors.
2. Product status: Most products are mass consumer goods, with a wide range of products and little price difference.
3. Macro-environmental conditions: Most consumer groups are floating population, with high population density and large passenger flow. The actual demand and potential demand of consumers are great.
Fourth, swot analysis:
Advantages: Wal-Mart has a strong scale effect. To a certain extent, it has strong competitiveness. And constantly update technology, buy satellites, and build a strong supply chain management with highly standardized business philosophy, scientific operation and marketing, and perfect training system.
Disadvantages: large scale and huge operating costs bring greater challenges to management, and there are many problems in the development of different places.
Opportunity: At present, the development of retail industry is very good and the market probability is very high. Grasping and analyzing the market is helpful for enterprises to seize opportunities and lead a new shopping climax.
Threat: There are many realistic and potential competitive market risk factors.
Verb (abbreviation of verb) price strategy:
1. Based on the cost, taking the prices of similar products as reference, and taking the slogan of "low price every day" as the slogan, we will launch high-quality and low-priced goods.
Give appropriate discounts to encourage more purchases.
VI. Promotion strategy:
1. Comprehensive use of product mix strategy, price mix strategy, sales channel strategy and other marketing strategies to achieve the best economic benefits.
2. Keep the localization operation.
Seven, advertising:
1."5m" principle: choose newspapers and television to inform customers that Wal-Mart is opening in Zhengzhou, and the beautiful shopping environment will arouse customers' desire to buy, thus increasing sales.
2. Distribute leaflets on the street to convey Wal-Mart's business philosophy of "low price every day" to customers.
3. Invest more advertising budget in the initial stage of opening a store, reduce advertising volume and unnecessary advertising expenses immediately after the opening boom, and reduce advertising volume and cost while keeping the price of goods low.
4. Advertisements that focus on selling points are pop advertisements.
Eight, open * * * relationship:
1. Establish and maintain the normal cooperative relationship between enterprises and consumers.
2. Enterprises should establish good cooperative relations with suppliers to ensure the normal operation of goods.
3. Set up a popular science corridor, tell people about the methods of protecting resources and environment by pictures and words, and establish good community relations.
4. Sponsor out-of-school children to participate in some public welfare activities and establish a good corporate image.
5. Invite officials to visit the enterprise and attend the press conference.
Nine: business promotion:
1. Implement membership promotion: consumers can enjoy various special services after becoming members.
2. Selling to consumers: giving away samples for sale.
3. Grasp the characteristics of demand. Nowadays, seasonal goods and general perceptual goods are mostly promoted to stimulate consumer demand and expand sales.
Chapter 2: 3 15 shopping mall activity planning scheme
Activity time: March10-March 15.
Activity theme: Love is 3. 15 Love is connected with thousands of families.
Venue: shopping plaza format, comprehensive supermarket
Subtitle: Focus on 3. 15. Complaining is more reasonable and polite.
Activity content:
First, the supermarket "five excellent" solemnly promises.
1, elegant shopping environment: the layout of major stores creates a lively atmosphere and environment for stores.
2. Boutique: During the activity, you can get a small gift if you find expired goods and goods with quality problems in the store.
3. Excellent service quality: 3. On the day of15, all customers who shop in the supermarket can get a "service quality award-winning survey activity" form at the service desk, fill it out and return it to get a "good mug".
4. Special sale activities at high prices: During the activities, a variety of special sale products (ensuring quality and quality) will be launched to promote sales at ultra-low prices.
5. Rich promotional content: launching a number of department stores and snacks to buy 3 get free 1 activities.
2. Supermarket Integrity-Interactive Consumer Rights Day with You.
1. Consultation on Consumer Law Elimination: On the morning of March 15, the Municipal Consumers Association set up an information desk in front of the first shopping plaza to publicize the relevant provisions of the Consumer Protection Law to consumers and accept and handle complaints about rights protection on the spot.
2. Please supervise: Recruit 50 consumer representatives in advance, hold an authorization ceremony in front of the First Shopping Plaza on the afternoon of March 15, and hire them as supervisors of Jiayou Company, who will be responsible for supervising the quality of supermarket products and regularly put forward various rectification opinions and suggestions to the company. According to the recommended adoption value, Jiayou will provide souvenirs with a value ranging from 20- 100 yuan.
Third, really give back to consumers.
1, your new clothes, my heart
① "Farewell to Winter" clothing sale: Anyone who buys all special winter casual clothes, suits, windbreakers, down jackets and cashmere sweaters in 80 yuan at one time will be given a pair of gloves or a beautiful scarf worth about 10 yuan; Full 120 yuan presents a pair of cotton slippers or a scarf worth about 30 yuan; Man 160 yuan presented a set of thermal underwear worth 50 yuan. (Buy more and send more, while stocks last)
(2) Hot sale of "Spring" new products: all brands of spring clothes, casual clothes and shoes with a total of 120 yuan will be given a gift with a value of 10 yuan; Full 180 yuan presents 20 yuan gifts; 220 yuan received a gift worth 30 yuan. (Buy more and get more while stocks last) 3 Children's wear exhibition: organize children's fashion show in Times Store, show fine children's wear, show childlike innocence and promote sales.
Anyone who buys children's clothes on the model will be given a beautiful kite; You can also get a nice gift by buying other children's clothes. (Buy more and send more, while stocks last)
2, the Year of the Rooster has a good taste to nourish the stomach.
① Gourmet area: A variety of snack foods are promoted at shocking prices. ② Fresh food area: (1) Anyone who buys 20 yuan fresh food at one time will get 3 fresh eggs. (buy more and send more)
(2) limited time special fruit 1 yuan 1 kg. (3. 15 9: 00 am-10: 00 am, 3: 00 pm-4: 00 pm and 8: 00 pm-9: 00 pm; Weight limit of 2 kg per person)
4. Special Planning: Love Surges in Liubei Supermarket-Shopping gold comes to Liubei Liubei Supermarket and wins the lucky prize: 3. 10 sets of computer-printed Chinese-character seals were put in different parts of the supermarket on the same day (integrity shopping can be assured). If you can find them all, you can go to the service desk and exchange them for prizes worth 50 yuan. (Each person is limited to one set) Coordination of activities: Commodity Administration Department arranges detailed rules for promotional activities, Purchasing Center organizes products and contacts with Supply Department to arrange promotional activities, Operation Department implements activity plans, and Planning Center makes plans and supports advertising projects;
Chapter 3: Planning of promotional activities in shopping malls of Dragon Boat Festival.
Activity time: during the Dragon Boat Festival on June X-X ..
During the activity, a free tasting table was set up on the spot, and xx Shopping Mall prepared delicious zongzi and mung bean cake for you, so that you can enjoy the Dragon Boat Festival while shopping. Opportunity is rare, don't miss it!
Activity details:
Activity props preparation: zongzi, mung bean cake samples, rice cookers 1 piece, 1 tasting table, 3 trays, 20 disposable plastic cups (small) and 2 boxes of toothpicks;
⊙ Pay attention to the cleanliness of the site;
On-site promotion, publicity activities, and promotion of goods.
Activity 2: 2: The fragrant zongzi in 2:xx Shopping Mall flies thousands of miles, and there are thousands of families in Qian Qian.
Activity time: during the Dragon Boat Festival on June X-X ..
Anyone who shops all over 200 yuan in our store at one time during the activity can get a "Fu, Lu" handheld machine (limited to 200 per day) with the computer receipt of the service center; Anyone who has shopped all over 500 yuan (provided with official documents) during the activity can get a box of "Xi Shou" salted eggs in the service center (six packs) with a computer receipt (daily limit 100); Anyone who buys more than 1 ,000 yuan in our store at one time during the activity period will receive a set meal of "Fu Lu Shou" (1 zongzi, a box of salted eggs) from the service center with a computer receipt (limited to 30 per day); The number of gifts is limited until they are delivered.
Activity details:
⊙ Vividly display the event gifts, and paste the words "Fu, Lu", "Shou, Jubilee" and "Fu, Lu, Shou and Jubilee" on the gifts;
Employees strictly register to give gifts.
Activity 3: XX Shopping Mall "Fu, Lu, Shou, Jubilee" sends the elderly to respect and love them.
Respecting the elderly is the traditional virtue of the Chinese nation. On June X 14: 30- 17: 30, jiaozi will be set up in our store, and you will be invited to participate in the "Happiness, Luck, Longevity and Jubilee" to see the elderly off. At that time, xx Mall will prepare materials for you to pack jiaozi, so that you can show your skills. At the same time, xx Shopping Mall will give your zongzi to the elderly or veteran cadres in the community on the morning of Dragon Boat Festival (June X) to show their care for the elderly. Customers who participate in this activity can get a beautiful gift from xx Shopping Mall.
Activity details:
⊙ Stores prepare a long table to be placed at the outlet of the store, and do a good job in the atmosphere layout, especially decorate the banner of "Fu, Lu, Shou and Jubilee" to send the elderly to respect and love the elderly, so as to promote the company's image;
The store prepares all kinds of materials for making zongzi and puts them in three places on the table;
At the scene, our staff must take the lead in making zongzi, and the promoters will verbally remind and induce customers to participate in the activities and prepare gifts for the activities;
⊙ Stick the scarlet letter "Fu, Lu, Shou and Jubilee" on each cooked zongzi, put the zongzi on a gift basket, and stick the words "Fu, Lu, Shou and Jubilee" on the gift basket for the elderly;
⊙ Store personnel shall contact the nursing home or the activity center of veteran cadres in each store two days before the activity to determine the condolence time and activity flow;
⊙ The store manager, the store manager and other store leaders led the employees and enthusiastic customers in the store to visit the elderly and give gifts to express their condolences;
⊙ stores should do a good job in logistics and publicity, take photos of the process and effect of the activity and post the photos in the store after the activity.
Activity publicity
1.On June X, the store plans to put the painted activity bulletin board in a conspicuous position at the main entrance and service center of the store for pre-publicity.
2. During the event, the in-store broadcast will accurately and concisely broadcast the content of the event, and the broadcast frequency shall not be less than 1 time /30 minutes.
3. During the activity, the store cashier and employees actively inform customers to participate in the promotion activities.
4. Strengthen the promotion awareness training for promoters, make them understand that it is mutually beneficial to do a good job in the promotion activities of xx Mall, actively integrate into the promotion activities of xx Mall, and do a good job in oral promotion.
Chapter four: the planning scheme of Valentine's Day activities in shopping malls
I. Theme of the event
Passion blooms, and there is love in the times.
Second, the activity time
65438 February 2004 to 65438 February 2005
Three. Activities:
(A love song duet confession
On February 14 and 10: 00-20: 00, a special area was opened on the side of the children's area on the sixth floor. The live microphone is connected to the broadcast room of the shopping mall, and couples can sing or pour out their hearts to him or her in the form of love song duet or true confession. And broadcast it immediately through the mall broadcast. At the same time, beautiful gifts were prepared for each couple.
(2) The fragrance of romantic lover's rose (2. 14)
During the normal business hours on February 14, customers can receive one rose (limited to 300) free of charge at the promotion service desk on the 6th floor. On that day, 200 yuan was full of cash shopping, plus a box of exquisite chocolates.
Note: The consumption amount is not cumulative. Only one chocolate can be given for a single cashier receipt (cash shopping is full in 200 yuan), and the excess will not be given repeatedly.
Fourth, media publicity.
1, media selection: * * Evening News
2. Layout specification:1/version 3 * * Evening newspaper red.
3. Release date: February 2004 14.
4. Expenditure: 13920.00 Yuan.
Verb (abbreviation for verb) cost
1 2 exhibition board:100.00× 2,200.00 yuan.
2. Two lintels: 700.00×2 1400.00 Yuan.
3. Print advertisement: 13920.00 yuan.
4. The Asset Operation Department is responsible for gifts (roses, chocolates).
5. Audio fee: 400.00 yuan.
6. Other miscellaneous expenses: 1000.00 yuan.
Total: about 19020.00 yuan (excluding the cost of roses and chocolates)
Sixth, tips
In this activity, VIP cards can use the discount function.
Chapter 5: 20 13 Shopping Mall Thanksgiving Planning Scheme
Planning scheme of shopping center activities for Double Ninth Festival
Theme: Double Ninth Festival
Activity content:
1. The water reflects the sunset, and the elderly in Beijing travel three times a day.
Customers (over 55 years old) who spend more than 100 yuan on shopping that day can get a lottery card (only one for each person) with a small ticket and valid documents, fill in the relevant information on the lottery card and put it into the lottery box, that is, they will have the opportunity to win the grand prize of "three trips to Beijing water system a day" (visiting Yuxi, Millennium Monument and Pacific Underwater World), generating 65,438+every day. Accompanied customers can enjoy preferential fares. (Customers participating in the activities require good health and convenient movement)
Lottery time: 65438+1October 8-65438+1October 20, delegation time: 65438+1October 22, location: see the poster in the store for details.
2. Celebrate the Double Ninth Festival and the talent show for middle-aged and elderly people.
Anyone over 55 years old can submit his calligraphy, painting, photography and other works to our service desk with valid certificates. Excellent works will also be posted on the stairs in the store, and at the same time you can get unexpected surprises.
Collection time: 65438+1October 8th-65438+1October 65438+March Exhibition time: 65438+1October 65438+April 4th-65438+1October 20th.
Three. Yangko and ballroom dancing among middle-aged and elderly people
On the occasion of the Double Ninth Festival, our store has prepared wonderful yangko performances for customers, as well as rich social dances for middle-aged and elderly people. You can come to our shop to dance, exercise and make friends.
Activity time:10 June 14 Venue: See the in-store poster for details.
4. Shilibao Store in Autumn-Children's Leaf Exhibition
Huatang Shopping Mall will display children's works made of leaves in the store. Welcome everyone to attend.
Collection time: 65438+10.8 Collection place: information desk on the first floor.
Five. A Collection of Korean-made China Baby Comics and Dubbing in Shilibao Store
Korean-made "China Baby" landed in Huatang Shopping Mall. From now on, all customers who buy any products of China Baby can participate in the dubbing activities of China Baby cartoons, and the winners will also receive prizes.
Registration time: 65438+1October 8th-65438+1October 65438+August Registration place: 3rd floor of Wan Wen Store Activity time: 65438+1October 20th.
Immutable Verb Health Consultation Activities for Middle-aged and Old People in the Double Ninth Festival in the Asian Games Village Store (10, 12- 14)
At that time, blood pressure and weight will be measured for middle-aged and elderly friends free of charge, and related health care issues will be consulted and products will be introduced.
Activity time: 10: 00 am- 17:00 pm location: outside the main entrance of the store.
7. The New Landscape of Asian Games Village Store-Motorcycle Exhibition of Flagship Motorcycle Club
At that time, brand models will be displayed and questions about motorcycles will be asked on the spot.
Activity time:10 June19-20 June 10: 30- 18: 00 Location: outside the main entrance of the store.
Eight. Autumn and winter care Asian Games Village branch
Customers can get a beauty card for free when they shop in 200 yuan.