Model article on commodity promotion planning scheme 1 1. Theme of the event
Visit Sanxiang online, and visit Hunan with prizes.
Second, the activity time
165438+1October 5th-165438+1October 4th
Third, organization
Hunan Provincial Tourism Bureau
Four. Activity introduction
This activity is the first large-scale tourism marketing activity involving public interaction using digital presentation technology in China. The activity takes the Internet as the main platform, and makes extensive use of video, audio, animation and other means to make tourists feel immersive, thus improving their perceptual knowledge of tourist destinations. At the same time, in order to enhance the fun and interactivity of the activities, fun games and lottery links are set up to attract public participation and effectively improve the marketing effect of tourist destinations. The activity * * * is divided into four stages, with three months as one stage. Different themes will be set in each stage, which will be promoted step by step, continuously broaden the audience of the event, and cooperate with large-scale media reports to improve the visibility and influence of the event.
Verb (abbreviation of verb) activity flow
The whole lottery is divided into four quarters, and the rules of each quarter are published on Hunan Tourism Online one month in advance.
The first section lottery rules are:
1. Every month, 40 lucky tourists are randomly selected by the computer from the tourists who are eligible for the lucky draw this month, and the "Hospitality Hunan" lucky prize is awarded.
2. The computer randomly selects 30 lucky tourists from the tourists who are eligible to participate in the lucky draw this season and awards the "Hospitality Hunan" award.
3. Visitors can participate in the lucky draw repeatedly and win prizes repeatedly.
Sixth, the award setting:
1, draw 40 lucky tourists every month and award the "Hospitality Hunan" lucky prize. The prizes are tickets for Hunan scenic spots (above 3A level), hotel food coupons or Unicom Hunan Tourism Information Service Card. (Total: 480 students in the whole year, with a bonus of 27,000 yuan)
2. Select 30 lucky tourists every quarter and award the "Hospitality Hunan" award. The prize is a three-day trip to Hunan for two or a travel voucher worth 1000 yuan. (Total: annual 120 people, bonus 10 yuan)
3. 12 lucky tourists were selected throughout the year and awarded the "Hospitality Hunan" VIP Award. The prize is a seven-day trip to Hunan for two people or a travel token worth 4000 yuan. (Total: annual 12, bonus of 48,000 yuan)
Total bonus: value195,000 yuan.
The prize is valid for one year, transferable and non-convertible.
VII. Tourist participation:
Visitors who log on to Hunan Tourism Network and visit the beautiful scenery of Hunan online are eligible for the lucky draw as long as they complete any of the following tasks:
1. Complete a simple online game with the theme of tourist cities or scenic spots.
2. Distribute the website to your five friends.
3. Set your ringtone to "Hospitality Hunan" music.
At the same time, fill in the contact information, and then regularly draw lucky tourists to win prizes.
Eight, the award notice
On the third day after the lucky draw, the winners will be announced on Hunan Travel Online and contacted by mobile phone and email.
Nine, the way of redemption
Undertaking travel agencies regularly organize authentic Hunan tourist routes, and will reward tourists for making appointments to participate. Other prizes are mailed.
X. Promotion of activities
This activity will be widely publicized and promoted through television, radio, Internet and newspapers. CCTV 1 set, CCTV news channel "Wen Chao Tian Xia 8226; Publicity pictures are played three times a day in Hunan image advertisements in the media square.
Model definition of commodity promotion planning scheme Article 2: Promotion means that customers give certain discounts when purchasing products.
I. Types of materials required
In-store posters, banners and community posters;
Hard and wide, newspaper clips, arches, background boards, exhibition boards, floating in the air, colorful flags, prototype pop, single pages, etc. It is properly selected according to the scale of the event.
Second, the cost budget all gifts+publicity expenses
Third, the site requirements are not restricted.
Fourth, the activity steps
1, 2 days before the event, all gifts must be prepared and put on the terminal 1 day in advance;
2. If you choose the media to do newspaper width clipping, it is best to advance one week, community posters 2-3 days, and in-store posters and banners 1 day;
3. It is necessary to train the promotion personnel more than 1 day in advance, unify the rhetoric and arrange the division of responsibilities.
4. During the whole activity, it is necessary to arrange personnel to monitor the activity, count the materials every day, maintain the on-site display of the activity and deal with emergencies.
Verb (abbreviation of verb) matters needing attention
1. At the beginning of the activity, make sure the duration of the activity and stop it on time. Sales and gift promotion activities can not be sustained for a long time, otherwise it is equivalent to price reduction.
2. The scope of activities should be controlled in the main product categories. For example, you can only enjoy this activity by buying the Winter Crown 180 series.
3. Pay attention to seasonality, practicality and product relevance when choosing gifts. Gifts should be guaranteed in quality and have a certain brand status, so as to conform to the image of the first brand in Huang Ming.
Model of commodity promotion planning scheme 31. Activity background
Women's Day on March 8th is a happy day for women all over the world. Women's health has become a hot topic for women today. With the continuous development and progress of the world, women's status is getting higher and higher, and their consumption is increasing year by year. Underwear, as an indispensable personal clothing for women, has changed from its initial use to an item closely related to women's health. _ _ _ is a brand of women's underwear and clothing. On March 8th, this special festival, we should give a gift to the majority of women.
Second, the purpose and significance of the activity
_ _ _ As a brand of women's underwear and clothing, it uses the opportunity of Women's Day to attract customers, stimulate customers' desire to buy, promote the growth of store sales, promote the sales of unsalable products in stores, and attract more new customers' attention. Through the promotion activities of Women's Day, we will create a good public image that cares about consumers, and at the same time shape and enhance the visibility and reputation of _ _ _. At the same time, expand the Hunan market.
Three. Theme of the event
"Caring for women, all the way up from March 8"
Fourth, the activity time
March, 20__ 1 day —— March 8, 20 _ _
Verb (abbreviation for verb) activity place
Hunan is a province with a large territory and relatively independent cities and counties. Therefore, Changsha, the capital of Hunan Province, is the first choice for this activity. The venue of the event was selected in crowded places such as Changsha Railway Station, Pedestrian Street and West Railway Station, as well as various specialty stores.
Organizer of intransitive verb activities
_ _ _ Changsha Branch.
Seven. activity
(1) prize-winning question and answer
There are prize-winning questions and answers about women's health knowledge, so that women can know more about women's health knowledge, make customers feel that we are a truly customer-serving enterprise, increase communication with customers and enhance brand reputation.
(2) The 38-digit RMB has doubled.
The digital code of RMB has 38 digits, and the RMB amount of underwear has doubled. Bring a small climax to the event, promote the atmosphere of the event and increase brand awareness.
(3) Poster signature to send gifts
Design a poster that cares for women. Anyone who signs the poster can send a membership card and 100 yuan underwear coupon for free. Let customers feel that we are really giving profits to customers and enhancing customer loyalty.
(4) buying in a limited time
Buy underwear at a low price within a limited time (9: 30- 10: 00, 12: 30- 1: 00, 16: 30- 17: 00) to attract new and old customers' attention to underwear.
Eight. Specific activity flow
(1) site layout
1, choose the right venue and communicate with the person in charge of the venue, at West Railway Station (Hang Seng Supermarket Plaza), Pedestrian Street, Railway Station (Apollo Shopping Plaza) and _ _ _ Changsha Store.
2, materials, tools to build a stage, sound, microphone, small tent. Underwear sold on the spot, giant signature posters, leaflets distributed, small gifts for customers and decorative items in shops and venues.
3, personnel arrangement, host, field sales staff, leaflets, activity order maintenance personnel, logistics personnel, and temporary replacement personnel, accident prevention personnel.
(2) Specific measures
1, March1-March 6: We began to distribute leaflets to promote this activity. During the period, prepare the articles used from March 7 to March 8, and prepare the decoration of the store. Contact specific personnel and arrange for each project to have a specific person in charge and personnel.
2. On March 8th, Changsha branches held a limited-time snap-up.
3.7 March to 8 March, _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
(3) Specific steps
1. Arrange leaflet distribution personnel to distribute leaflets in crowded places, railway stations, bus stations and intersections, and vigorously publicize this activity. Determine who will participate in the activity.
2. The store manager will arrange the store staff to dress up the store before March 4th to create an atmosphere of Women's Day, and set aside a special area in the store to display the limited-time snap-up cards, so as to attract customers, increase sales, new and old customers. At the same time, set aside an area to put small gifts for all women who come to the store for consumption. Small gifts should indicate the store address and underwear brand, so that customers can advertise for us and deepen brand awareness.
4. On March 6th, set up a small stage in the activity venue, and check whether all tools and materials are complete, whether there are any changes in personnel, and whether there are full-time personnel to deal with special situations.
5. On March 7th, the live activity of "Caring for Women, Starting from 38" started with underwear show, which promoted the atmosphere, followed by a quiz on women's health knowledge to increase communication with customers. Now is the time to introduce the underwear show. Before the introduction, tell the customer that we have a surprise gift afterwards to catch the customer, and then tell the customer that there are two hours today. If the serial number of RMB is 38, we can double the RMB to increase sales. Let Gu remember us and raise awareness.
6. On March 8th, Women's Day, we continued to carry out the activity of "Caring for Women, Starting from 38th". At the scene, we first took out a huge poster of caring for women, signed a membership card, and launched the activity of 100 yuan vouchers to let customers feel our care for them. At the same time, we developed new customers and sold underwear on the spot, and snapped up activities at low prices within a limited time. The store also held a limited-time snap-up, at the same time bought underwear to give gifts, held a free membership card activity, and doubled the purchase of 38 yuan serial number women's clothing. Start _ _ in Hunan market, let people know _ _, and improve word of mouth.
Nine. budget
Total unit price quantity of the project
Advertising slogan 1003003000
Temporary promoter 100606000
Bonus 150005000 15000
Personnel training 5000 15000
Stage 300039000
Flyer 0.53000 1500
Issuer 60704200
Moderator 30063600
The employee's salary is 300257500.
The total is 54800.
X. conclusion
This activity not only increased the sales of underwear, but also increased the reputation and popularity of _ _ _ underwear brand, making customers feel that _ _ is a company that really focuses on women's wear. _ _ is not concerned with turnover, but with customer satisfaction and customer health. _ _ _ sincerely thank the new and old customers for their support, and believe that _ _ will do better in the near future.
Model article 4 1, time: "3. 15" Consumer Rights Day. Venue: In front of Renshoutang Pharmacy
2. Content: You can buy 49 yuan _ slimming capsules on March 15 just by 18 yuan.
3. Media promotion before the event
(1) conducted promotional activities in local _ Daily on March 2nd,12nd and14th respectively.
(2) In the local people's broadcasting station, from March 10? The promotion advertisement will be released on June 5438+05. 25 times a day from 8 am to 9 pm.
(3) Hang a cross-street banner at the entrance of Renshoutang, with the content of March 8th activity notice? 15 days (one week).
4. After the activity,
(1) 6 field promoters. Because of high pay and temporary training, their enthusiasm is very high, and they basically entered the state from the beginning.
(2) In order to increase the activity atmosphere and make the consulting customers know about the activities and products quickly and clearly, two large exhibition boards are set up on site. One part introduces products, and the other part introduces activities. Customers come to consult, and promoters will send DM sheets to introduce activities and products.
5. Activity results
Only 50 consulting customers came to the site, 32 of whom bought products on the spot and sold 80 boxes. According to the statistics afterwards, 70% bought three boxes, 15% bought four boxes and 10% bought two boxes.
Merchandise promotion planning scheme model Wen 5 Hisense TV has begun to enter people's sight. What is the reason for Hisense's continuous progress? First of all, the company's industry position: Hisense is the first LCD TV manufacturer in China. According to the authoritative statistics of home appliance industry-Zhongyikang statistics, Hisense TV has ranked first in national sales and export volume for five consecutive years. Secondly, the enterprise gives consumers the impression that many customers think that the quality of Hisense TV is good, and some customers are even loyal customers of Hisense TV, and basically all household appliances are Hisense brands; Many old people are familiar with the "red light" radio, which was a product of Hisense before. In addition, the competitive advantages and disadvantages of this enterprise: Hisense has more than 200 branches and offices in China, more than 65,438+00,000 sales and service outlets, production bases in South Africa, Hungary, Pakistan, Algeria and Iran, sales agencies in the United States, Europe, Australia and Japan, and its products are exported to Europe, America, Africa and Southeast Asia. 65,438. Finally, the positioning of this product in the company: Hisense Group was established in 1969, and has been involved in the fields of home appliances, communication, information, real estate, commerce and so on. It can be said that there are many industries involved, but Hisense mainly produces TV, and Hisense TV is the flagship brand of Hisense Group.
According to the data of international survey organizations, global color TV sets have formed three camps in terms of total sales volume and flat panel production capacity. The first camp is Samsung, Sony, TCL, Philips and LG. The total sales volume of color TV sets in the world has remained above10,000 sets, and the production capacity of flat-panel TVs, mainly LCD TVs, has exceeded 6 million sets. The second camp of "Tower" is dominated by Changhong, Sanyo, Skyworth and Hisense. The annual sales volume is 3-8 million units, and the flat-panel TV production capacity is 6,543.8+0,000 units. The third camp of "Bottom of the Tower" is second-and third-tier brands and newly entered brands, and their sales volume and production capacity are in a weak position. It can be seen that Hisense is in the second camp of "the bottom of the tower", and its main competitors are Changhong, Sanyo and Skyworth.
Taking Changhong as an example, after nearly 50 years' sustained and stable development, Changhong has become a model for China's home appliance enterprises to go to the world from small to large, from weak to strong, and has made outstanding contributions to Mianyang's economic take-off and the economic development of our province. According to the evaluation of relevant departments in 20xx, Changhong's brand value has exceeded 30 billion yuan and its net assets have exceeded 20 billion yuan. In April of 20xx, Changhong's rear projection market share soared to 18.4 1%, ranking first in the industry. Its main 48-inch and 43-inch rear projection sales also rank first among similar products with market share of 32% and 15% respectively. Every enterprise is constantly making progress, and Hisense should always keep making progress. Skyworth TV, as a
Home appliance enterprises have always occupied an important position in the hearts of consumers. Skyworth is more favorable in price for color TV sets with the same price, so the competition faced by Hisense is still great.
Promotion combination strategy
1, advertising strategy: (1) the change of market scale (2) the increase of old market share (that is, the attack on other brand markets) (3) the increase of use and purchase frequency. As the earliest TV manufacturer in China to set foot in the LED LCD TV industry, Hisense launched the first self-developed 42-inch ultra-thin LED LCD TV in July last year, and officially put into production the first LED backlight in China. In April this year, Hisense's LED product line expanded to 42-inch, 47-inch and 55-inch specifications, and more than 40 patents were obtained in LED TV research and development, which provided strong technical and product support for the rapid popularization of LED LCD TV in China market.
Blue media LED LCD TV adopts self-developed adaptive dynamic area backlight control technology, which has a wider color gamut and saves energy by more than 30%. The appearance of TV adopts the colorless and transparent injection molding process of large-size casing pioneered in China, and the high-gloss streamlined modeling, ultra-thin and decorative design reflect the popular trend of modern household appliances. According to the survey, among consumers who expect to buy flat-panel TVs, the expected purchase rate of LEDs is as high as 34%. It is estimated that the market share of LED LCD TV will surpass that of ordinary LCD TV in 20xx, and the era of LED LCD TV becoming the mainstream of flat panel market is coming. Advertising theme: Hisense ultra-thin LED LCD TV is more energy-saving, more environmentally friendly, slimmer, more colorful and slimmer, with the ultimate aesthetic experience. More energy-saving: the service life can reach 65,438+10,000 hours, even if 10 hour is used every day, it can be used for more than 27 years. More environmentally friendly: no radiation, no toxic and harmful substances such as lead and mercury. It is a veritable green environmental protection product. Richer colors: the dynamic contrast ratio reaches more than 40000: 1, which perfectly presents the natural color.
2. Personnel promotion: Hisense TV will hold promotional activities in major supermarkets and hypermarkets at each stage, including "returning thousands to hundreds", "trade-in" and "signing sales at special prices". At that time, the company will recruit certain promoters to carry out large-scale publicity work before each activity. After the activity begins, it will arrange personnel to publicize and guide customers at the entrance of the hypermarket, and trained sales personnel will also be present to interpret products for consumers.
3. Public relations * * * Relationship: Hisense Company and major supermarkets agreed to sign contracts before the meeting, and launched the main points of activities for the second product exhibition. During the activity, the person in charge of the company also cooperated with the store manager to do a good job.
Make everything perfect, prepare the source of goods, and discuss with the subsidiary after sale; Television, Internet and other media should also publicize the activities to ensure the smooth progress of the activities.
4. Promotion: During the activity, the company will reward the promoters. After reaching the company's sales target, the company will reward the person in charge of each point and the promoters with a certain proportion of sales, so as to stimulate the sales passion of the promoters; At the same time, appropriate product preferential strategies are carried out at various points to promote consumers' impulse purchase.
The way of channel classification is (1) regional agents: by signing contracts with the heads of major supermarkets, they will carry out promotional activities in their stores for a certain period of time, and hand over some sales tasks to stores to increase sales channels; (2) Authorized agent: the unit or individual that signed an agreement with the Company to sell Hisense TV within a certain period of time.
The influencing factors of channel design are (1) product factors: volume and weight, unit value, product socialization, specialization and seasonality; (2) Market factors: market maturity, market intensity, level of economic development, nature of target consumers and purchasing habits of target consumers; (3) Competitor factors: joint competition and guerrilla competition; (4) Manufacturer factors: resources, control ability, product mix and management level.
The distribution channel combination strategy mainly adopts intensive and selective distribution combination strategy. Intensive: there is no restriction on dealers, the more the better, and the product sales network will be expanded as much as possible, so that the products of this enterprise will form a chain effect, so that consumers can see their brands and products no matter which city or large shopping mall, and they can buy their products no matter where, which not only facilitates consumers to buy, but also improves the market share of products. Choice: This choice can also enable enterprises to obtain sufficient market coverage and reach a certain market share. Through the effective control and management of dealers, it is more conducive to the establishment of corporate image and the birth of brand-name products. This distribution strategy may lose some temporary benefits, but from the perspective of enterprise strategy, this loss is worthwhile, and through the establishment of corporate image, it will gain greater benefits in the future.
Using these two distribution strategies, enterprises can have a certain market share, and then take the reputation of Hisense brand as a certain criterion to improve the corporate image and push enterprises to the world.