Home appliance promotion plan 1
1. Activity background: 1, the anniversary of the establishment of xx Electric Appliance Co., Ltd., in order to better prove the strength of xx, convey the business philosophy of xx and enhance the brand image of the enterprise, it is imperative to carry out all-round promotion activities.
3. In order to reduce the negative impact caused by the relocation of the hanging green store of xx Electric Appliance Co., Ltd., vigorously publicize the successful signing of the Boluo store.
4. China's traditional National Day is a long holiday, with strong spending power, a good opportunity to stimulate commodity consumption and brand promotion.
To sum up, we should make full use of the above opportunities, integrate resources most reasonably, and carry out a series of promotional activities with a long time span in a planned and strategic way to drive economic growth and realize the synchronous promotion of brand image and commodity sales.
Second, the theme and ideas of the activity:
1, activity theme
Slogan of activities during the National Day: Honesty, Nineteen Brilliant; During the National Day, the slogan: He Guoqing, a dollar appliance shocked the whole city and challenged the price limit. (Specific time: Month Day-Month Day)
2. Activity idea: Make full use of the two opportunities, and directly let consumers get "gifts" and "benefits" through a series of promotional means such as special rewards, gift packages, and one-yuan special machine sales, so as to increase the sales of the company's products and show the glorious history of xx.
3. Activity Time: Month-Month-Day
Three. Location:
Xx chain stores (including xx stores)
Fourth, the activity organization:
General supervision: General responsible departments: sales management department, purchasing department and branch companies.
Person in charge of each branch: store manager (in charge: sales management department and purchasing department)
Verb (abbreviation of verb) Activity content and arrangement:
1, special price for all branches.
The characteristic products of each branch should be kept above 80%, and the characteristic products are mainly positioned in
I. Commodities with large inventory and in urgent need of treatment
B. Other businesses mainly promote commodities and popular sensitive models.
Our main products.
D, manufacturers specify special prices.
See the sales positioning table issued by the commodity department for specific special offers and sales positioning, which requires a certain gap between the special offer and the original price.
2, to send (happy four clean-ups, win by drinking, 1000 bottles of coke to accompany you to drink)
The activity is mainly aimed at customers who come to xx electric chain store during the four clean-ups, and they can give away a bottle of small coke for free if they don't shop. Number of people 1, first come, first served, while stocks last. Coke can be purchased by the marketing department or by each branch according to their own needs. Each piece is limited to 350 pieces. Delivery should be planned and controlled, and settlement should be made with the marketing department according to the actual delivery quantity afterwards.
3, buy and send (shopping to send McDonald's coupons)
The activities are mainly aimed at customers who shop in xx electrical chain stores during the National Day. With the shopping list, a coupon worth 20 yuan McDonald's will be given when the shopping reaches 1 0,000 yuan. Shopping over 3000 yuan to send 30 yuan McDonald's vouchers; Send 50 yuan McDonald's vouchers when shopping over 5,000 yuan; When shopping over 5,000 yuan, give a McDonald's coupon worth 100 yuan.
* * is responsible for contacting new store coupons every day, xx store is responsible for it, and xx store is responsible for it. First of all, which 50 coupons will McDonald's or KFC be responsible for? On June 4th 10, after the activities of each branch are finished, they will settle accounts with each other according to the actual delivery quantity.
4. Gifts from manufacturers
During our activities, gifts and daily gifts are mainly distributed according to the preferential policies of the manufacturers. Before the activities, the purchasing department needs to distribute them according to the manufacturers' gift distribution policies.
And our company's existing gifts will be distributed to all branches two days before the event. Each branch will write a poster in advance according to the gift distribution policy formulated by the purchasing department, and stick it on the corresponding products 1 night before the event. At the same time, the purchasing department will distribute according to the gifts before the event.
5, the boss's signature, every word.
During the activity, we will contact many manufacturers' resources to carry out the boss's signature sales activities on September 24th, 25th, 65438+ 10/day, 2nd, 8th and 5th (Saturday and Sunday). The forms of activities include signature discount, on-site quiz, games and entertainment, cultural performances, purchase courtesy, on-site new machines and promotions, gifts and so on. (The specific content will be arranged according to the resources provided by the purchasing department. )
6, one yuan ultra-low price activities
A. Activity time: September 24 -26; 65438+ 10 month 1-3
B list of ultra-low-priced goods (for reference only, specifically determined by the purchasing department)
Price, quantity, unit price, total loss
65438+5 sets of 0 yuan ram, 20 yuan 100 Yuan, 95 yuan.
65438+5 sets of irons 0 yuan 30 yuan 150 yuan 145 yuan.
1 yuan telephone 5 30 yuan 150 yuan 145 yuan.
65438+5 0 yuan fans, 200 yuan, 40 yuan 195 yuan.
1 yuan microwave oven 1 280 yuan 280 yuan 279 yuan.
1 yuan dvd 1 280 yuan 280 yuan 279 yuan.
1 yuan color TV 1 600 yuan 600 yuan 599 yuan.
Total 1760 yuan 1737 yuan.
Store No.3 ***5280 yuan 5202 yuan
Two days *** 10560 yuan 10404 yuan.
C. There are two ways to collect ultra-low-priced lottery tickets:
(a) Every day, the first 150 customer in line can get the lottery ticket. (single queue)
(2) From September 24th to June 5438+1 October 3rd, each branch will send1piece if the daily shopping exceeds1piece, with a maximum of 50 pieces per day, and each store will send 550 pieces when shopping on June 3rd.
D. methods: September 24 -26; 10 1-3, each branch starts to distribute lottery tickets at 9:30 every morning, and there are two queues, one for those who get the lottery tickets through shopping and the other for those who don't. Distribution is only allocated to the column where there is no lottery ticket, and the last two columns * * * put the lottery ticket into the box where they want to buy the corresponding goods, stating in advance that each person can only have one. The boxes in each branch are made by artists in each branch. The boxes are written with "xx commodity, 1 yuan" and the quantity. The detailed rules are written on the poster. On-site person in charge: before the distribution, the administrative Commissioner is responsible for explaining the event with a microphone, and four after-sales service personnel are responsible for taking orders on site (arranged by General Manager Liao in advance). Distribution personnel are clerks and financial personnel.
Home appliance promotion plan II
1. The promotion time is 20x65438+February 25th-20x65438+10/0.
Second, the promotion background
Around New Year's Day, small household appliances, especially electric kettles, soymilk machines and other products that can be used as gifts are in the peak consumption season. In order to seize the market, various brands have taken action. At the same time, the high price of soymilk machine, juicer and other products and consumers' unfamiliarity with how to use them have always made some potential consumers hesitate. In order to seize this sales season and hesitant consumers, our company specially planned this activity.
Third, the purpose of promotion.
1. Use the Golden Week of New Year's Day to increase the retail volume of our terminals and increase distribution;
2. Through the live demonstration of the terminal, enhance the popularity of the product and stimulate hesitant consumers' desire to buy;
3. Effectively attack competitors, in order to achieve our first battle of sales tasks next year;
4. Promote the sales of other products by promoting models;
5. Enhance the confidence of dealers in operating our products and boost the morale of shopping guides.
Four. Target and scope of promotion
1, promotion target: end consumers
2. Scope: Guangzhou and Shenzhen controllable terminals (referring to stores with shopping guides)
Verb (abbreviation for verb) promotion theme
Promotion theme: YL small household appliances welcome New Year greetings, big rewards.
Slogan: 299, YL Soymilk Machine takes home; 366. YL multifunctional saucepan was taken home;
129, YL juicer took it home; 99. YL picked up the electric kettle and went home.
YL electric kettle, regular customers don't buy it, but also send it politely.
It's the New Year, so bring a soymilk machine home to your distant parents.
(Bannersslogan is the slogan or promotion theme above)
Sixth, the promotion method
Live demonstration of big reward activities, including promotional models, 8.8% discount and gifts.
1, promotional money
Electric kettle: 890 1, 8902, promotional price in 99 yuan;
Induction cooker: 30 18FB, promotional price 199 yuan.
Soymilk machine: 2000B, promotional price 299 yuan;
Stewed cup: 9 12 1, with a promotional price of 366 yuan;
Juicer: 5002B, promotional price 129 yuan;
Other models enjoy 28% discount.
2. Gift form
Customers who buy YL products will be given a beautiful New Year desk calendar (valued at 25 yuan) at random, and electric kettle customers will also be given 2 packs of 5 yuan detergent, and old customers of electric kettle will be given 5 yuan detergent 1 pack for free with valid purchase vouchers. (Except for the special price of the above gifts)
3. Live demonstration
Demonstration models: saucepan 9 12 1, soymilk machine 2000B, juicer 5002B, 5000D (these four items must be demonstrated, and other items can be increased according to the sales situation. )
Demonstrating place: entrance of shopping mall or staircase or entrance of shopping mall.
Demonstration requirements: the stew pot requires stewing bones or chicken (it can be replaced by other ones during bird flu), corn, steamed bread, eggs, sweet potatoes and so on. Steaming in a steaming grid; Soymilk machine requires continuous beating of soybean milk (sweetened soybean milk) and let all customers who come to the demonstration stage taste it; The residue juice machine requires on-site demonstration of the juicing process and cleaning process, which is easy to clean. When 5002B demonstrates the milking process, the raw materials are bananas, pure milk, rock sugar, cucumbers, carrots and so on. After the demonstration, the presenter will taste it first to show cleanliness, and then give it to the customer. Everything presented to customers must be hygienic and clean (not only in the demonstration, but also in the background to prevent customers from complaining about nausea).
Speaker's requirements: The speaker must be loud, articulate, wear headphones as far as possible, move naturally, speak with affinity, be humorous, and attract customers to watch and consult. At the same time, the presenter should also highlight the easy-to-clean process of 5002B, and prepare buckets on the spot, which will be clean as soon as dipped; Pay attention to the customer's questions and answer them while demonstrating.
Requirements for demonstration platforms: At least 3 demonstration platforms shall be placed side by side for demonstration.
On-site display layout requirements: one X stage, more than two posters and more than one banner, products and gifts are stacked separately, and the words "gifts" or "gift area" are marked on the gifts; Beautify the scene through some balloons, flowers, ribbons and bows made by the shopping guide, and stir up the atmosphere of on-site promotion.
Seven. Promote cooperation
1, product
The business manager/regional manager urges the dealers to pick up the goods in advance (especially the promotional money should be fully stocked) and the outlets to pick up the goods.
Step 2 Prepare promotional materials
The marketing department will distribute demo tables, X tables and gifts to dealers before 20th; Dealers will print black-and-white single-page promotional information, banners with promotional themes and slogans, small gifts and other materials by themselves before 25th.
3, division of labor and responsibility
General Manager of Activities-General Manager Zhang
Event leader-Danielle
Scheme preparation, distribution and verification-Marketing Department
Material Distribution-Customer Service Department
4. Shopping guide training
The shopping guide manager, business manager/regional manager of each dealer should do a good job in pre-meeting training on promotional activities and terminal presentation skills. In addition to introducing the selling points of our products to customers, this promotion will also guide customers to buy our main models from the following aspects:
Soymilk machine: it takes only ten minutes to make fresh and cooked soy milk with YL automatic soymilk machine, and the cost is less than 30 cents; It is not unknown that the whole family drinks fresh soybean milk at 30 cents a day, but it is really cost-effective. More importantly, rest assured that soy milk is made by yourself, which is hygienic and fresh. Do not drink black-hearted soybean milk, drink fresh and fragrant soybean milk, or make it yourself, choose your own beans, and use your own water. Hygiene is absolutely guaranteed; Do it at any time, drink it at any time, there is nothing new to say. It can be compared to buying a cup of soybean milk outside for one yuan to explain to customers.
Juicer: I want to eat carrots and cucumbers at home, but it is different to squeeze them into juice in another way; Especially for children with relatives and friends at home, the feeling is even different.
Stewing cup: The advantages of steaming and stewing in water are: first, it has good sealing performance, which can keep the raw material gas of stew, especially tonic, from volatilizing; Second, the heat is balanced and uniform, which will not destroy the nutritional structure of the stew; Thirdly, the stewed food is not only crisp and original, but also clear in soup color, rich in umami flavor and unique in food flavor.
5. Activity performer
Dealer market leader, dealer shopping guide manager, business manager/regional manager, Zhu Bo, etc.
Eight. Activities require
Strictly follow the requirements of "YL Terminal Promotion Guide".
If you have any questions about this promotion, please call the marketing department!
China Store Network-the most professional and comprehensive commercial network in China.
IX. Promotion opinions
1. Promotion time: This year's New Year's Day is close to the traditional Spring Festival, and around New Year's Day is the peak time for some migrant workers to go home (there are many migrant workers in Guangzhou and Shenzhen, and these workers often go home early in order to tap the peak in Spring Festival travel rush). Migrant workers always want to bring something home after working for a year. With the improvement of people's quality of life, small and portable juicer and soymilk machine have become their first choice; In another year, due to the rising gas, induction cookers became their first choice. When we promoted sales on the spot, we found that many customers did take them home, and some of them were given to relatives and friends as gifts. This promotion is planned based on this background, and the actual effect is good, and the target consumers are very accurate.
2. Promotion model: Considering that this promotion is mainly aimed at migrant workers who want to go home, we chose a model with small size and simple function as the special price machine. For example, the juicer of 129 yuan has only a single juicing function and is small in size; 199 yuan's induction cooker is also very small. Whether the choice of promotion mode is appropriate or not has a great influence on the sales volume of this promotion.
3. Slogan: Using sensational slogans such as "take home, take home, take home, take home" can not only make migrant workers feel the urge to go home immediately, but also ensure to bring something home. The words "hug", "belt" and "pick up" not only imply that the product is small and easy to carry, but also imply that the price is extremely favorable. "Chinese New Year, bring a soymilk machine home to distant parents" makes people want to buy it. Anyway, this is for their parents. Intentionally or unintentionally, the company's products are linked with home, which has produced a sense of intimacy and identity.
3. On-site demonstration: For products such as soymilk machine and juicer, consumers want to buy them, but they are afraid that they will not be able to operate or the operation will be complicated and hesitant. Through the live demonstration of the terminal, these ideas of consumers can be dispelled, resulting in the desire to buy immediately. Some consumers say that they have no plans to buy a soymilk machine, but they just look around, but if you show it to her again and give her a delicious cup of fresh soymilk, she will pay the bill immediately. Therefore, there must be a reason why the consumer said that she was just looking around. Nothing goes to Sanbaotang. We need to find reasons to resolve her hesitation, and live demonstration is the right way. The live demonstration of this promotion activity is particularly well prepared. Even writing the presentation materials and the speaker's language in advance and asking for the benefits of homemade soybean milk and juicer while demonstrating are more acceptable to consumers.