Program of ground push activities I. Background of activities
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 1 Procedure for Ground Push Activities, Time Limit
From _ _ _ _ _ to _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
Second, the goal.
Grasp the shopping climax, hold the "supermarket relay action", promote the company's products, help dealers clean up inventory, and improve the company's business objectives.
Third, the purpose.
(1) Grasp the shopping tide of Christmas, New Year's Day and honeymoon period, attract consumers' interest in the "relay moving" activity, guide the purchase of _ _ products, and achieve the promotion effect.
(2) "Relay Moving" activities will be held in A, B and C, and this activity will focus on _ _ _ imported household appliances in China.
Fourth, the object
(1) takes consumers who will buy household appliances as the target, and the excellent performance of F 14 products as the main incentive to guide the purchase of household appliances of _ _ (company), and encourages consumers to seize the opportunity and buy them immediately by using the "relay moving" activity.
(2) Focus of appeal:
1. Performance requirements:
The real world comes first!
_ _ Home appliances!
2. Standard & Poor's requires:
Buy _ _ products, now!
Catch the new year's relay and move!
Verb (abbreviation of verb) advertising performance
(1) In order to cooperate with the international market development of the company's "_ _ household appliances" and the use of publicity media, cross-cultural color has been paid more and more attention, and the choice of local newspapers, broadcast media and TV programs is also considered according to the analysis of the audience.
(2) Take the excellent performance of _ _ company's products as the main incentive, take the relay of S.P. activities as the promotion means, follow this principle, and pay attention to the subject and object status of newspaper advertisements.
(3) TV advertising, in order to win international consumers and pay equal attention to promotion and appreciation, it is planned to provide a 30-minute live broadcast program of live moving and trial moving for the relay moving, and at the same time capture a CF that shoots the advertisement of 15 as a TV spot, winning both refined and popular tastes and arousing strong demand from consumers.
(4) POP: flags, posters, leaflets and lotteries.
Intransitive verbs hold a "dealer briefing"
In order to cooperate with the international market development strategy and increase the promotion effect of this activity, we plan to hold a "year-end promotion area briefing meeting" with all business departments and branches of the company to explain the significance, content and practical help of this activity on the spot to show our full assistance.
Seven. Content of advertising activities
(1) Scheduled activity schedule
Note: The date of the "relay race" is set around Christmas for two reasons:
1. Around Christmas, it is the climax of purchasing, so we should grasp it well.
2. Around Christmas, customers in the target market are very busy; Traffic is bound to be crowded, and it is not easy to properly handle traffic problems.
(2) Activity area
In countries A, B and C, every department store has a supermarket.
(3) the activity reward amount
1. "Relay Move" Lucky Award
(1) 200 in A, 150 in B and 150 in C, as shown in the following table:
Table 5-4 Geographical Distribution of Lucky Prize for "Relay Run"
Distinguish classes
A, B and C.
The first lottery 100 70 70
Second lucky draw 100 80 80
A total of 200 150 150.
(2) For households, the time limit for each household is the same, which is 10 minute.
(3) each household 10 minutes, using relay mode.
2. "Guess" the prize amount of the activity
(1) The person who guesses correctly will get the same reward as the person who moves the most, and the person who guesses correctly will be divided equally.
(2) There will be five awards, and the one closest to the highest amount will be given a set of _ _ brand home theater, which will be decided by drawing lots.
(4) Activity description
1. Receiving period: from _ _ _ _ _ _ _ _
2. Reasons for two lucky draws:
Buying early has a high chance of winning. If you fail the first time, you can also participate in the second lottery.
(2) The activity cycle is long, and activities can be divided by lottery to stimulate consumers to resume sales climax.
3. Participation qualifications and methods
(1) supermarket relay moving parts
Where the value of products purchased by _ _ _ company exceeds $ 1 000 since the activity day, you can get a lucky coupon for the general distributor in each place with $ 1 000 as the unit, and participate in the lucky draw, and buy more and give more.
(1) If the TV is 5 120 yuan, you will get five.
(2) fill in the lucky coupon and send it to _ _ head office.
③ The three places are divided into three areas: north, middle and south, and the lucky coupons are also divided into three colors.
(4) The reasons for giving away lucky coupons in units of $65,438+0,000 are as follows:
Participation is not limited to buying _ _ home appliances, but can promote all products of _ _ company.
B. It is more attractive for consumers to hold more lucky coupons according to the purchase amount.
C. there is no difference in the amount of budget awards.
D dealers should get lucky coupons according to the inventory of each product, which can be used for public relations.
E _ _ Employees of companies, distributors and units and their relatives who are not allowed to participate in planning and activities.
If the winner of the contest is found, it will be considered invalid.
(2) the "guess" part
Anyone can participate in the relay relocation of three places and three districts. Guess the money moved is the most. The winner will receive the same reward. If more than two people guess at the same time, the prize will be divided equally. Choose five people with similar numbers, and each person will be given a set of _ _ brand home theater. The deadline is _ _ _ _.
(3) Lucky wedding honeymoon tour around the island
Those lucky enough to participate in the "relay moving" and get married during this activity will be given two honeymoon coupons to stimulate the sales of the company's products during the wedding.
(4) Award budget
Within $3 million.
(E) Improvement of the last "Super Relay Run"
1.__ Company, _ _ Company's distributors, employees and their families participating in the planning unit are not allowed to participate in the lucky draw, and the lucky draw is invalid.
2. The activity period shall be extended to two months as appropriate.
3. The emphasis is on promotion. This time, a "dealer briefing meeting" will be held, so the distribution of lucky coupons should be more appropriate and even.
4. TV is used to introduce live programs and broadcast15 "cf, which can let consumers know about supermarkets in department stores.
Based on the last experience, we should set more favorable conditions for the signing of department stores, so as not to exceed the budget.
6. The moving time is all set to 10 minute.
7. On the day of moving, an invitation letter was sent to invite dealers to visit the site to strengthen the harmonious color of local dealers.
8. Both the newspaper and the advertising performance of this event pay attention to excellent performance, promote by "relay movement", and the media selection tends to be popular.
9. The use of media tends to advertise widely, and the explanation of supermarkets is strengthened.
10. The whole activity is divided into two climaxes, which has great promotion effect, will advance the trial recruitment and help to increase the desire to buy.
1 1. The dealer policy is comprehensive and perfect. In particular, P.P. has been greatly supplemented. High naming rate.
12. After-sales service will also be put forward in advertisements, and there are many improvements in overall coordination.
Eight. budget appropriation
(1) active part
1. The bonus amount is 150000 USD.
Including the "relay walk" award and the "guess" award.
2. Miscellaneous 1 1000 USD
Including public relations expenses, hospitality expenses, travel expenses, meals, etc.
3.S.P costs $ 10000.
Include lucky coupons, canvas bags, leaflets, flags and posters.
(2) Advertising media expenses
1. newspaper 180000 USD
2. TV program170,000 USD
3.SPOT 170000 USD
4. Magazine 12500 USD
5. Radio 50,000 dollars
Total: $735,500
Note: ① The cost plan is arranged with the assistance of two temporary operators in the factory, and no separate budget is made. (2) The radio part will be raised to $80,000. (3) It should be listed that the additional production cost of shooting documentaries on the spot is about $6,543,800+0,000. (4) After being submitted for examination and approval, the budget table shall be listed in detail, and a formal valuation sheet shall be attached for examination and approval.
On the choice of advertising media;
1. Newspaper layout
In order to cooperate with the market development of "_ _ company household appliances", the number of newspaper media and local newspapers increased obviously, and more news about this activity was sent to help them publicize.
2. TV section
In the past, the company paid attention to high-style performances and program selection, and adopted an approachable way to explain advertising performances with slides and CF; In the choice of programs, referring to the results of the ratings survey of 5438+ 10/June put forward by _ _ company, the middle class is more obvious, and they generally have "popularization" demands for the public, such as the comprehensive use of movies, series and variety shows.
3. Radio parts
Breaking through the conservative way for many years, it is widely broadcast on local stations, and it is planned to be broadcast in English and Chinese.
& gt& gt& gt More "push activity plans" are on the next page.