Beverage Sales Planning Scheme 1 I. Purpose of the event
1, strengthen the brand image of vitality, youth and fashion;
2. Strengthen the promotion of products on campus;
3. Increase the sales of campus drinks and develop new customers.
Second, the time and place of the activity.
Warm-up period of the activity: 20__ year 65438+February 20th? 29th (* * * 10 day)
Official activity period: 20__ _ year 65438+February 30th? 20__ years 65438+ 10 month 1 (* * * 3 days)
Venue: On the campuses of various universities.
Third, the object of the activity
(1) All students in school
They are energetic and enterprising young people, with health awareness, pursuing a sense of accomplishment and self-identity. They pay attention to the quality of life and know how to pursue fashion, but they don't blindly follow suit.
(2) Faculty and their families at school
They have a higher economic level and will enjoy life.
Fourth, the theme of the event
? Eat, drink and be merry? Happy new year!
Verb (abbreviation of verb) The content and arrangement of activities.
(1) New Year's Day Pass
During the warm-up period, HTC distributed 65,438+0,000 New Year cards on campus, signed them and gave your wishes to others. There are three signatures on the card, which will be sent to the supermarket on campus before 65438+February 30. Customers who sign the card will get a bottle of drink for free during the activity.
Execution time: 65438+February 30th, the day of the event, and it will not be delivered after the deadline.
(2) Product tasting
Identify some products for tasting. Make consumers have a better understanding and affection for products and form a desire to buy. And you can know consumers' preferences for products through tasting. In the process of tasting, you can investigate the products that consumers like and make records.
Execution time: the whole process of the activity.
(3) Lucky Draw
Participation conditions: as long as you buy _ _ cups of drinks, no matter what taste, no matter how many bottles, you can participate in the lucky draw.
Lottery rules:
1, each person can only draw once.
2. As a lottery tool, the turntable is based on the classic advertisement of HTC's _ _ beverage. Divide the turntable into six parts, which are written respectively: black tea, green tea, honey tea, shopping voucher, health and glycol.
3 winners should register when receiving the award, and write down their names, telephone numbers and winning projects;
Shopping vouchers can be redeemed in the campus supermarket.
Prize setting: 1, go? Black tea? , you can get a bottle of 250ml black tea.
2. Go? Green tea? , you can get a bottle of 250ml green tea.
3. Go? Honey tea? , you can get a bottle of 250ml honey tea.
4. Go? Shopping vouchers? , you can get a shopping voucher worth 50 yuan.
5. Go? Healthy? With what? Ethylene glycol? You can buy a ballpoint pen.
Execution time: the whole process of the activity.
(4) Exchange the collected bottle caps for prizes.
As long as you collect six bottle caps, you can have another bottle and have a chance to draw a prize. In the meantime, you have to record it.
Execution time: the whole process of the activity.
(5) Walking promotion
Imitate guerrilla tactics, arrange salesmen to go to different designated places for walking promotion, and increase sales and product influence except booths. Students need to drink after class, and students who exercise in the sports ground also need to drink, so it is necessary to regularly arrange promoters to sell drinks downstairs in the student dormitory, basketball court and football field.
Execution time: 65438+February 30th? 65438+February 3 1 During the class, students will go to the sports ground every half hour to promote it.
(6) Charitable donation activities
The combination of activities and public welfare can stimulate consumers' consumption behavior and improve the brand image and product reputation of enterprises through public welfare donations. Every bottle of drinks sold in the promotion will be donated to the college foundation to help poor students.
Execution time: the whole activity.
Six, the scene layout
(1) Personnel arrangement
Please have 10 staff at the point of sale (the arrangement for three days is the same).
1, 1 person is responsible for the New Year's Day pass.
2. Two people are responsible for the lottery and bottle cap change.
3. Two people are responsible for exchanging prizes and recording information.
4, 1 person is responsible for free tasting.
5. Two people are responsible for volume sales.
6. Two people are responsible for public welfare activities.
(2) Site layout
1. Put three tables and some brochures at the point of sale.
2. Write a theme banner and shelf to introduce the products at the point of sale.
3. A table for free tasting.
Seven. publicity programme
1、20? 29th: Find a person in charge in several dormitories of the school and ask them to distribute leaflets to each dormitory, each with about 500 copies.
2. Day? No.3: 1. Are all the staff in dressing the? _ _ drinks? Work clothes
3. Distribute leaflets at the point of sale.
4. Hang banners and other promotional materials at the point of sale.
5. Ask the staff to shout uniform propaganda slogans.
Eight. cost budgeting
1. The venue rental fee of each university is calculated according to the average 500 yuan of each university. * * * There are 8 colleges and universities participating in the activity, * * * 4,000 yuan.
2. Number of extension personnel10,80 * * *. The promotion lasts for three days and the total amount is 6400 yuan.
3. promotional gifts and prizes * * * 1 10,000 copies, with an average of 40,000 yuan in 4 yuan.
4. New Year cards, * * 1000, each 1 yuan, * * 1000 yuan.
5. Flyer fee 1000 yuan.
Total: 56,000 yuan
Nine. Activity effect prediction
We have reason to believe that through this promotion, the status of _ _ drinks among students will be further improved. This campus sales activity is bound to achieve good results.
I believe that through our careful arrangement, this activity will definitely start on campus? _ _ drinks? Fanaticism Yes, settings? __? Brands will also have great and good influence.
Beverage sales planning scheme II. Purpose of promotion
Improve the sales of Kangshifu tea drinks on campus and develop new customers.
Second, the theme of the promotion activities
New Year's Day is coming, turn, turn, turn, Master Kong tea drinks give you a surprise.
Third, the promotion time.
20__ year 65438+1 October1? 3rd (during New Year's Day holiday)
Fourth, the location of the promotion activities.
In front of the new world supermarket in the school.
The promotion goal of verb (abbreviation of verb) activity
(1) All students in school
They are energetic and enterprising young people, with health awareness, pursuing a sense of accomplishment and self-identity. They pay attention to the quality of life and know how to pursue fashion, but they don't blindly follow suit.
(2) School staff
They have a higher economic level and will enjoy life.
Content of intransitive verbs promotion activities
(1) lucky draw.
Participation conditions: As long as you buy Kangshifu tea beverage, no matter what taste, no matter how many bottles, you can participate in the lucky draw.
Lottery rules: 1, each person can only draw once.
2. As a lottery tool, the turntable is based on the classic advertisements of Master Kong. Divide the turntable into six parts, which are written respectively: black tea, green tea, honey tea, shopping voucher, health and glycol.
3. Winners should register when receiving the prize, and write down their names, what prizes are in their mobile phones, etc.
Shopping vouchers can be redeemed in the new world.
Prize setting: 1, go? Black tea? , you can get a bottle of 250ml black tea.
2. Go? Green tea? , you can get a bottle of 250ml green tea.
3. Go? Honey tea? , you can get a bottle of 250ml honey tea.
4. Go? Shopping vouchers? , you can get a shopping voucher worth 10 yuan.
5. Go? Healthy? With what? Ethylene glycol? You can buy a ballpoint pen.
(2) Free tasting
Free goods tasting is conducted in the place where tea drinks are sold in the New World, so that people who haven't wanted to buy will buy after tasting.
(3) Exchange the collected bottle caps for prizes.
As long as you collect six bottle caps, you can have another bottle and have a chance to draw a prize. In the meantime, you have to record it.
Seven. Site layout
(1) Personnel arrangement
1. Please invite 5 staff members at the point of sale (same arrangement for 3 days).
2. One person is responsible for the lottery and bottle cap change.
3. One person is responsible for exchanging prizes and recording information.
4. One person is responsible for free tasting.
5. Two people are responsible for sales.
(2) Site layout
1. Put three tables and some brochures at the point of sale.
2. Write a theme banner and shelf to introduce the products at the point of sale.
3. A table for free tasting.
VIII. Media Plan
30? 3 1: find a person in charge in several dormitories of the school and ask them to distribute leaflets to each dormitory, with about 500 copies each.
Distribute 500 leaflets near teachers' apartments and employees' apartments.
1 day? No.3: 1. Are all the staff in dressing the? Master Kong tea? Work clothes
2. Distribute leaflets at the point of sale.
3. Hang banners and other promotional materials at the point of sale.
4. Ask the staff to shout uniform propaganda slogans.
Nine. Promotion budget
Site cost: about 1000 yuan; Transportation cost: around 200 yuan.
Personnel cost: about 1000 yuan; Flyer fee: about 1000 yuan.
Material cost: about 1 1,000 yuan. Water and food costs: around 200 yuan.
Total: 4,400 yuan
X. Promotion effect prediction
China's soft drink industry has developed rapidly in recent years, but the market structure of soft drinks has changed obviously in recent years, and the carbonated drinks that were originally highly regarded have gradually changed. A fever? Sugar-free beverages, represented by tea drinks, have risen rapidly and become the main force in the new beverage market. Internationally known as. A new generation of drinks? It is considered to be in line with the pursuit of modern people advocating nature and green consumption.
There are about 40 tea beverage manufacturers in China, including 5 large and medium-sized enterprises/kloc-0, with more than 100 listed brands and nearly 50 product categories. At the same time, the development speed of China tea beverage consumption market is even more alarming, with an annual growth rate of almost 30%, accounting for 20% of China's beverage consumption market share, surpassing fruit juice drinks and becoming one of the beverage markets? Exploring flowers? It has the potential to catch up with carbonated drinks. In China, Taiwan Province Province and Japan, tea drinks have surpassed carbonated drinks to become the largest beverage in the market. With the emergence of tea drinks and the prosperity of the market, the tea industry in China will have a brighter future. The beverage market in 2 1 century will be the century of tea, and tea drinks will become? Drinks? . As the leader of tea drinks? The sales prospect of Master Kong is self-evident.
We have reason to believe that Master Kong's position among students will be further improved through this promotion. This campus sales activity is bound to achieve good results. Students will also prefer tea drinks, especially Master Kong tea drinks, and will be more satisfied with Master Kong's marketing strategy.
I believe that through our careful arrangement, this activity will definitely start on campus? Master Kong tea? Fanaticism Yes, settings? Master Kong? Brand will also have a great influence.
Beverage Sales Planning Scheme 3 I. Preface
? Hey, get out of the way? Fruit juice beverage is a new brand of fruit juice beverage aimed at young consumers and paying attention to health and fashion. There are many flavors, such as blueberry, apple, lemon, banana and so on. The fruit juice beverage is rich in vitamins, which is beneficial to human absorption. The taste is mainly sour and irritating, which is very suitable for young people's tastes. Moreover, it adopts a smooth and streamlined design appearance, which is fashionable and generous. Both boys and girls can hold it in their hands without losing the trend charm of youth itself.
Second, environmental analysis
At present, among the young consumers on campus, several popular drinks mainly come from Danone Group. Pulsating? Coca-Cola Company? Coca cola? 、? Sprite? 、? Fanta? 、? Eye-catching, Nongfu Spring Company? Screaming? 、? Vitamins Water soluble C 100? HELLO-C series of HELLO-C pomelo, HELLO-C lemon, HELLO-C pineapple coconut fragrance, HELLO-C fruit orange, Hello-C fruit peach, Hello-C fruit pomelo, Hello-C fruit lemon, etc. These drinks are mainly carbonated drinks and functional drinks, and there is only one kind of juice drinks? Acid? Word, the HELLO-C series in juice drinks seems to have gradually faded out of the market. Among them, carbonated drinks and functional drinks are mostly cited by boys, mainly during or after exercise, fruit juice drinks are mostly drunk by girls, but the sour taste is not suitable for everyone. So? Hey, get out of the way? The introduction of fruit juice drinks not only makes up for the defects of unifying the product structure of enterprise tea drinks and traditional fruit juice drinks, but also will meet the needs of young consumers quickly if properly publicized.
Three. Promotion objectives and themes
At the initial stage of putting the product on the market, we don't want to make a profit, mainly to separate the sales channels of the product and let the product gradually appear in everyone's field of vision; In the growth period of product launch, we should increase publicity to make the product become a well-known brand and occupy a certain market share; In the mature period of product launch, we should take various promotional measures to benefit consumers and give back to new and old customers; In the recession period when products are put on the market, it is necessary to stabilize market share and develop new products. My sales target at this stage is mainly to promote and occupy market share.
The promotion theme mainly caters to the characteristics of young people and is cheerful and lively as a whole. It mainly uses emotional expressions of affection, friendship and love to attract consumers and make them drink? Hey, get out of the way? The feeling of love plus.
Fourth, promote the combination.
Different product combinations should be selected in different product cycles, and some changes should be made in the promotion combination according to current events. Judging from consumers' cognition of products, in the cognitive stage, the order of promotion combination is: advertising, promotion and personnel promotion; In the understanding stage, the order of promotion combination is: advertising, personnel promotion; In the trust stage, the order of promotion combination is: personnel promotion, advertising; In the purchase stage, the order of promotion combination is: personnel promotion is the main, sales promotion is the auxiliary, and advertising is dispensable. At present, the promotion combination mainly adopts advertising, promotion and personnel promotion.
Verb (abbreviation of verb) promotion implementation
(1) price
At present, among the drinks mainly for young consumers on the market, except for the carbonated drinks introduced by Coca-Cola Company, which are about 3 pieces, all other drinks are about 4 pieces. ? Hey, get out of the way? This drink is healthy and fashionable. In order not to lose the product concept and position, and refer to the market price, the price can not be too high or too low, so the price is set at 4 yuan bottle. Considering that the dormitory is divided into four rooms and six rooms, you can use the promotion activities of buy 3 get free 1 and buy 4 get 2 free for promotion.
(2) publicity
1, celebrity endorsement: choose the current normalization? Why don't you run, brother? There are both program members and program group boyfriends, which can produce star effect in both boys and girls. The choice of celebrity endorsements should be constantly changing according to the popular elements in the market.
2. Sponsor: You can sponsor some popular entertainment programs as sponsors, such as? Why don't you run, brother? 、? Go up every day? 、? Happy camp? 、? It must be you? 、? Work exchange? Wait, these popular entertainment programs on campus.
3. Advertising: Considering that students spend less time at home and more time at school, online advertising should be the main thing, supplemented by TV advertising, and some billboards on campus can be used as public service advertising posters.
4. Organizing activities: Some recreational activities can be held properly on campus, such as? Good voice on campus? 、? Model contest? By analogy, as the organizer and sponsor, we will issue product-related prizes to outstanding players.
(3) Sales channels
In addition to traditional sales methods, supermarkets, newsstands, cold drinks shops and other places where drinks are sold should be set as sales points. Vending machines should also be placed downstairs in each dormitory and in each teaching building to support payment methods such as Alipay and online banking. In addition, under the wave of online shopping, we should also establish our own official flagship store and official brand APP to facilitate everyone's online shopping needs.
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