Supermarket Mid-Autumn Festival Promotion Program

Part 1: Supermarket Mid-Autumn Festival Promotion Program

First, the purpose of the event: increase by 30% year-on-year, enhance the reputation of the mall, increase the atmosphere of the store, and highlight the warm feeling that the family culture brings to consumers.

Second, the theme of the event: the moon dance Mid-Autumn Festival, the edge of the big business

Third, advertising words:

Moonlight golden Mid-Autumn Festival, festive gifts

Spend a good month, big business

Moon is like water, big business is like home

The festival celebrates the moon, the water, the big business

Fourth, the event time: X, XX, Sunday, Tuesday, Tuesday

Fifth, the shopping mall supermarket Mid-Autumn Festival promotion activities:

1.XX Building feasts the mountain city and enjoy the Mid-Autumn Festival

Please contact the food industry to contact famous suppliers such as famous moon cakes, hollyland, Amelika, Kangfu moon cakes, etc., and launch various styles of moon cakes including Beijing style, Cantonese style, Soviet style, desktop, enamel, Hong Kong style, tidal style. Mooncakes such as emblems and sweet-scented osmanthus; tastes should be covered with sweetness, salty taste, salty sweetness, spicy taste, etc.; five kernels, bean paste, rock sugar, black sesame seeds, ham and other fillings should be prepared. At the same time, it is strongly recommended for moon cake gift boxes and famous tobacco famous teas. Mid-Autumn Festival also has the custom of eating sweet-scented osmanthus cake, drinking sweet-scented osmanthus wine, and eating sweet-scented osmanthus duck. The food industry can consider introducing such specialty foods to meet different needs.

At the same time, it is recommended that the company mobilize all members to contact the bulk group purchase, the group purchase amount is more than 5,000 yuan, or more than two units to purchase and more than 4,000 yuan to establish a step-by-step incentive method. The food industry must make a strong atmosphere in the Mid-Autumn Festival, and it is recommended to form a Mid-Autumn Food Street. Commodities should be dazzling, choices should be varied, and in sharp contrast with the competition stores, so that consumers have a new, special and comprehensive shopping new feelings for my store's goods.

2, luxury autumn, fashion bloom

Wearable products: including boots, women's wear, men's wear, 4th floor sports and leisure, needle spinning. This event focuses on the launch of new autumn products that showcase famous brands at home and abroad. It is required to introduce at least 20 new products of well-known varieties in the above-mentioned wearable products, as the main products of this event. The needle spinning industry is paving the way for the upcoming peak season, focusing on the popular listing of famous brands such as cashmere and wool. At the same time, it will launch a special price sale for summer underwear. The marketing department will focus on DM advertising. Members who purchase membership cards will receive a discount of 20% on the original discount. All counters must have member discounts. If you do not participate in the product reporting department, the salesperson shall indicate the member card number on the shopping receipt. No membership card spending will be discounted.

3, XX electrical appliances Yu Xuan An: during the event, fans, water heaters, special mobile phones, low-profile computers, digital goods, some small appliances and other ultra-low-cost sales. During the activity period, install the home appliance brush, the silver card is over 5,000 yuan, and send xxxx.

At the same time, we will prepare for the preparation of the Home Appliances Festival in mid-September, and make the Home Appliances Festival a big event in the city. If you consider doing a Mid-Autumn Festival promotion plan attached separately.

4, the home, bedding industry: the bedding industry to push the autumn and winter brand bedding, the whole market to carry out the fashion bedding shopping festival, for the couple who married in October to provide additional services. Such as wedding photos, engagement cars, wedding etiquette, ceremony hotels, travel tours can enjoy ultra-low discounts. At the same time, we will negotiate with new suppliers to see if they have a brand or market intention. We can launch special products to attract consumers and give marketing highlights. At the same time, summer goods start special sales, you can also consider the launch of the XX brand sale or several joint large-scale sale.

5, member activities: teachers with a teacher card free to receive the big business membership card. The teacher uses the teacher's card to hold a membership card to double the points. During the event, the top 20 members of the shopping group and the members with more than 200 points in the card will be given a pendant for the Olympic treasures.

6, the love XX building, the gift of Mid-Autumn Festival

During the event, the cumulative purchase of wearing goods over 300 yuan to send a XX brand special moon cake, and so on to buy more. Hold a teacher's card and send a bottle of red wine.

Sixth, shopping mall supermarket Mid-Autumn Festival promotion activities:

1. This event caters to the theme of the Mid-Autumn Festival, focusing on the food industry, and the food industry is required to implement good products. We will seize the trend of moon cakes this year, introduce moon cakes of various brands and flavors, and pay attention to related products to make large-scale and loud promotion activities.

2. Each type of clothing industry is conscientiously implementing commodities. The discount must be put in place, and the participating products must be the main brand, the color style must be novel.

3, product information, please report before 14:00 on August 28, report the product highlights, targeted.

Seven, Mid-Autumn Festival promotional advertising:

1. "XX Daily" September 1st - 3rd, 8th - 10th, daily business card

2, "XX Evening News" September 11th, 13th, daily color back cover business card advertising.

3, "XX Radio and Television News" on September 3, 10, the color of the banner.

4, "XX Daily" September 8 black and white banner.

5. Radio and TV stations broadcast continuously on September 1st.

6, the main door small commodity information printing.

7, the mall ceiling hang flag 1000.

8. Change the KT board door of the food industry and make it into a street of Mid-Autumn Food.

9. The main door LED will be played on September 1.


Chapter 2: Supermarket Mid-Autumn Festival Promotion Program

Theme of the event: Celebrate the Mid-Autumn Festival and celebrate the Mid-Autumn Festival

Activities:

I. Mid-Autumn Festival moon cake sales

Activity mode:

1. Display a variety of moon cake gift boxes and bulk moon cakes from different manufacturers, and display them in a variety of ways to give people a sense of richness. And the joint manufacturers to carry out different levels of discounts, gifts and other promotional activities.

The display area can be divided by mooncake stuffing, such as mooncakes, sugar-free mooncakes, and fruit-filled mooncakes. At the same time, some famous brand moon cake counters can be opened.

2. Launch Mid-Autumn Festival Gift Package: Pack the moon cake with other health care gift packages, which are divided into several files, such as 88 yuan, 188 yuan, 288 yuan....

Mid-Autumn Festival, people buy gifts to honor the elderly or give friends, generally in addition to buying moon cakes, they will also buy some other gifts, usually more health care products, etc., the combination of moon cakes and other gifts, which is convenient for customers to buy, You can also take certain discounts on the price.

3. Making moon cakes on the spot: Last year's moon cake storm may still have shadows in many people's minds. In order to let customers remove this psychology, it is a good way to make moon cakes on the spot, which can be produced on-site with the manufacturers.

2. "Bring the Moon Home"

During the event, the shopping is over 100 yuan, and a keychain with a moon is attached. The moon keychain is various in shape and exquisitely crafted. There are some greetings on it: such as Happy Mid-Autumn Festival, happy, peaceful, happy, and some depicting Mid-Autumn Festival. And the poetry of the moon.

Instructions:

1. The keychain is customized by the mall, and the customized quantity is determined according to the sales of the store. The cost of each keychain is controlled within one yuan.

2. Engraving the name of the mall on the keychain, you can also combine it with the greetings, such as "XX Commercial Building wishes you a happy Mid-Autumn Festival."

3. With the shopping receipt to the designated place of the mall, 100 yuan a, 200 two, and so on. Seal the small ticket after receiving it.

3. The full moon of the full moon

Activity time:***

Time-limited snapping, the duration of the snapping is “ten minutes”, the products purchased during the snap-up time are all 20% off, and the discount calculation is performed at the checkout counter, which is based on the settlement time of the collection office, and is marked by the music time of the mall. When it rings, the snapping time begins.

Instructions:

* Do not inform the specific "rush" time in advance, pay attention to maintain order at the scene.

* Indicate that some products do not participate in the snap-up and report it on the spot.

* This activity can also take the 30% payment amount of the goods purchased during the purchase time, and collect the refund amount from the service desk with the amount and time on the shopping receipt.

Note: Supermarkets can launch daily specials for Mid-Autumn Festival, launch two to three special low-priced items every day, and drive sales of other products through special low-priced items. These special low-priced items are best linked to the Mid-Autumn Festival. Compared with other shopping malls, these products must have an absolute competitive advantage in terms of price.

4. Happy to shoot "family portrait"

With a purchase of over 200 yuan, you can take a 5-inch photo on the spot with a shopping receipt for a souvenir.

Time: Mid-Autumn Festival day)

Location: Mall entrance square

Co-organizer: a certain photo studio or a certain film company

Instructions:

* You can arrange a scene on site, or build a pavilion to create the Mid-Autumn Festival, or arrange it into a modern reunion.

* It is best to take the name of the mall and you will be able to think of the mall after seeing the photos.

V. Special service measures:

For many customers, moon cakes are bought. The types and prices of moon cakes in each mall are similar, because the average customer chooses to buy nearby, which is more convenient. How to make customers more convenient, how to attract customers to buy from other malls to the mall, you need to introduce distinctive service measures.

1. Mooncake Phone Order: We announce the mooncake ordering phone in the newspaper, the mall bulletin board and the shopping mall poster half a month in advance. If the moon cake is over 100 yuan, it will be delivered directly to the door. The unit can enjoy a 10% discount.

2. Customized moon cake: cooperate with the manufacturer to launch the customized service of moon cake, and announce the customized telephone and specific customized method. The customer's taste needs are different after all, and some special customers have some special requirements. The moon cake customization is not only an expansion of the shopping service content, but also reflects the merchant's consideration from the details.

4. Moon cakes are delivered and sent on behalf of them: Anyone who is in the urban area will be sent directly to the home; if they are in the field, they will be mailed to the home by post or post. This service can be charged a certain service fee, such as an additional 10 yuan. People who are busy in the city, maybe you have various reasons, can not personally give gifts to your family, elders, friends, the mall will do it for you, hand over your gifts to them, and send a sincere blessing.

Other activities are brief:

1. Mid-Autumn Festival Meal: In addition to eating moon cakes in the Mid-Autumn Festival, the family also wants to have a reunion dinner together. The supermarket can interact with the restaurant industry, cooperate with a restaurant hotel, and offer a 20% discount coupon for shopping over 300 yuan, or How much is full of purchases, and a free food and beverage coupon will be given.

2. The beautiful scenery of the Mid-Autumn Festival, of course, there are indispensable songs and dances, you can contact some amateur song and dance groups to set up a show at the entrance of the mall to create a lively atmosphere in Mid-Autumn Festival.


Chapter 3: Supermarket Mid-Autumn Festival Promotion Program

First, the purpose of promotion

The sales of the Mid-Autumn moon cakes will drive the sales of the stores, and the sales of the moon cakes will be activated by the image of the store. The average daily sales volume is expected to increase by 10%-20% during the promotion period.

Second, the promotion content

1, buy Mid-Autumn moon cakes to send Coca Cola

Buy 90 yuan or more Mid-Autumn moon cake to send 355ML Coca Cola 2 to listen.

Buy more than 200 yuan Mid-Autumn moon cake to send 1250ML Coca-Cola 2 bottles.

Buy more than 300 yuan Mid-Autumn moon cake to send 2000ML Coca-Cola 2 bottles.

2, gift basket: three grades of 298 yuan, 198 yuan, 98 yuan.

298 yuan gift basket: seven-star cigarette + California music + value 80 yuan Mid-Autumn moon cake + brain platinum

198 yuan gift basket: Double Happiness Cigarette + Harvest Dry Red + Value 60 Yuan Mid-Autumn Moon Cake + Brain Relaxation

98 yuan gift basket: value 40 yuan Mid-Autumn moon cake + 20 yuan tea + California prunes

3. During the promotion period, if you purchase more than 300 yuan in the store, you will receive a box of exquisite moon cakes.

4. On the “Teacher's Day” on September 10th, the promotion for teachers: All teachers who shop and consume in the ** on September 9-10 will receive a beautiful moon cake or gift with the teacher's card.

Third, integrated promotion

1. Media

On the music traffic channel, the next day, the promotional advertisements were broadcasted, the time was 8, 17-9, 12, and 16 times a day, 15 seconds/time.

2, shopping guide

In the "Shopping Guide" of 9, 1 - 9, 13 , actively promote various types of promotional information.

3. In-store broadcasting

From the opening of the store in the morning to the war, broadcast the relevant promotional information every two hours.

4, store layout

Off-site

a. Make a Mid-Autumn Festival propaganda above the free shipping container;

b. On the protective frame, pack the wall post and paste some festive color pages to create momentum;

c. In the square, it is possible to suspend the balloon and pull the vertical frame;

d. At the entrance, hang the banner of “** Shopping Plaza 禧 Mid-Autumn Festival”.

Inside the field

a. In the main passage, the wall of the slope, use the self-adhesive to decorate the atmosphere of the festival;

b. Hanging the flag provided by the Coca-Cola Company over the entire store;

c. In the moon cake area, the background and the two columns are advertised on the “Millennium Gifts”; the promotion of Coca-Cola is posted on both sides;

d. Red lanterns are hung over the moon cake area.

5, other support

Health care products are sold at a special price of 15%.

Free shipping is available for groups of up to 3,000 yuan or 20 boxes of mooncakes.

Fourth, promotional expenses

Media advertising fee: 1, 2 million

Coca-Cola series gifts: 60,000

On-site and off-site layout costs: 0, 60,000

Moon cake cost: 60,000

Total: 13,800 RMB

Five, specific operations

1. The 15 second advertisement of the traffic channel is commissioned by the company to produce the advertisement. The advertisement content of different stages should be clearly defined in the advertisement contract; it is scheduled to be completed on the 16th of August.

2. The shopping guide is responsible for the preparation of the product list by the purchasing department, and the marketing department is responsible for contacting the ** Evening News Printing Factory for production; see the production schedule for this period.

3. The broadcast of the on-site broadcast is provided by the Marketing Department. There are three promotional broadcasts, and each copy should be submitted to the Broadcasting Room two days in advance.

4. The specific design of the inside and outside layout should be responsible for the marketing department and the art team. The company can make it. The art team is responsible for it. If it is incapable of production, it will be produced by the art team and the final arrangement will be completed by the art team. The administrative department made a good job in procurement coordination; the scheduled venue was completed on August 18.

5. The Purchasing Department is responsible for the introduction of moon cake manufacturers, each of which collects a promotion fee of more than 500 yuan. At the same time, he is responsible for formulating the moon cake price and market research plan, and completing the relevant plan before August 5.

6. The engineering department arranges personnel to be responsible for the installation of the relevant power supply arrangements and lighting on the site. The requirements are to be completed by August 10.

7. The Loss Prevention Department is responsible for the store's loss prevention and theft prevention work.

8. The Fresh Department is responsible for the production of homemade moon cakes.

Six, matters needing attention

1. If there is difficulty in coordinating the layout of the off-site promotion and the city appearance committee, the off-site will only choose to make the Mid-Autumn Festival propaganda above the free shipping cabinet;

2. If the promotion on the traffic channel cannot achieve the effect, you can choose to make additional publicity in other media such as newspapers;

3. The marketing department should carry out strict tracking and correct any irregularities that occur in time.


Part 4: Supermarket Mid-Autumn Festival Promotion Program

First, the prelude

The annual "Great Mid-Autumn Festival" is coming soon, and this year, like XX, the Mid-Autumn Festival and the National Day are very close, which is more challenging for merchants. Therefore, whether or not we can do a good job in this activity is particularly important for meeting the sales targets for the whole year. At the same time, we must grasp the consumer psychology of consumers and maximize the flow of people and increase their popularity during the Mid-Autumn Festival and National Day. Expanding the sales of shopping malls will inevitably increase the market share of Quanxin Supermarket's branches and increase the reputation of Quanxin Supermarket.

Second, the theme of the event: "Welcome National Day to celebrate Mid-Autumn Festival"

Third, the event time: 20XX.09.07 — 20XX.10.5

Fourth, the purpose of the event:

1) Taking the “Mid-Autumn Festival and National Day” as an opportunity to further promote the overall image of the company by planning a series of activities, and enhance the visibility and reputation of the company among customers and suppliers;

2) With the arrival of festivals such as Mid-Autumn Festival and National Day, plan and implement a series of large-scale promotional activities to stimulate consumer groups, attract target consumers and potential consumers, and maximize sales;

3) Through the planning of a series of activities, deepen mutual understanding and emotional communication between Quanxin Supermarket and consumers; expand the visibility of the company, and further establish the social image of Quanxin Supermarket “Caring for the community to build a warm home”.

V. Activity objects: customers, suppliers, employees

Sixth, activity slogan:

1) Celebrate the National Day to celebrate the Mid-Autumn Festival

2) The Mid-Autumn Festival of the Moon is Quanxin

3) The full moon is full of national celebrations

4) Mid-Autumn Festival Quanxin is your hometown!

5) Mid-Autumn Festival Family Celebration Ceremony

6) Wangyue Huaiyuan spends a good month

7) Every time you spend the best of the best, you will be sent to you.

8) Gifts and Festivals

9) Warmly celebrate the 59th anniversary of the People's Republic of China!

10) Quality, service and value for money!

11) Caring for community residents to build a warm home

Seven, event layout and publicity

Arranged inside and outside the court

1. Off-site:

1) Huge: Each branch is contacted according to the actual size of the property. The content is the Mid-Autumn Festival theme promotion activities and the information on the big mooncake discounts.

2) Exhibition board: It mainly publishes all the contents of the various theme promotion activities, conveys the event information and attracts customers;

3) Window glass: design and create the theme window advertisement for Mid-Autumn Festival and National Day, increasing the festive atmosphere of the festival;

4) Hang red lanterns above the gate.

2. On-site:

1) Hanging flag: design and manufacture a hanging flag paper with the theme of the traditional Mid-Autumn Festival and the National Day, to celebrate the festive atmosphere and beautify the store environment;

2) Archway: The Purchasing Department contactes the supplier to provide sponsorship for the Mid-Autumn Archway, which is placed on a street cake, highlighting the characteristics of the moon cake area;

3) Checkout table cloth: The checkout counter is arranged in a red cloth to highlight the festive atmosphere;

4) Manual hanging pop: In the conspicuous area of ​​the store, make handmade hanging flag papers with various theme promotional contents;

5) Hanging paper red lanterns in the whole venue to arrange the store, making a "moon cake street" billboard, highlighting the traditional characteristics, beautifying the shopping environment,

Event promotion

1, poster 2:

The first phase: mid-autumn 1 dm, time September 7 - September 14, a4, 4p color;

The third period: National Day dm, time September 24th - October 5th, a3, 12p color.

2. On-site broadcasting: The broadcast of the store promotes the information of the Mid-Autumn National Day, which stimulates customers' desire to purchase and increase sales.

3, stack promotion: the field specially launched "moon cake a street", and coupled with the sale, convenient for customers to buy, stimulate customer spending, on the field to create a lively and festive shopping atmosphere.

4, personnel advertising: all personnel must fully understand the promotion activities carried out this time, do a good job in explaining the activities of each customer;

5, dm publication advertising: 2 issues.

6, TV commercial: 3, to promote the Mid-Autumn moon cake promotion information.


Part 5: Supermarket Mid-Autumn Festival Promotion Program

Central theme: Mid-Autumn is full of eyes, healthy taste is spreading!

American marketing expert Philip Kotler has divided people's consumption behavior into three stages: the first is the consumption stage, the second is the quality consumption stage, and the third is the emotional consumption stage. In the 21st century, the overall level and composition of people's consumption has developed toward high-level, comfortable, and perceptual. People's consumer demand has become increasingly differentiated, diversified, personalized, and emotional, paying more attention to individuality and spiritual pleasure. Emotional value "consumption view is becoming more and more obvious, and the "functional value" consumption concept is weakening day by day. Emotional marketing has become a new weapon for establishing corporate image, building brand reputation and expanding the market. Supermarket operations are no exception.

I. Purpose of the event

Since the SARS and bird flu, people have regained the vocabulary of "family, health, life", consumers pay more attention to the quality of goods, and consumers' awareness of rights protection has never been as "precious". A supermarket regards "creating customer demand" as its business philosophy. Naturally, it is necessary to work hard on "demand".

In this promotion, the company begins with the purchase of goods, first of all by the suppliers and manufacturers of related products to make commitments to consumers. Followed by a series of themed promotional activities in the store, such as 1. From the goods, through the "delicious breakfast" "green love" series of thematic activities for customers in the shopping as a good staff, guide consumption, improve the store's Price and quality image. 2. From the detailed service, a supermarket has three chain stores in the city, and the direct rival is a local private supermarket with 11 chain stores. Therefore, it is possible to expand consumer groups and find potential consumers through “buy-outs”.

With the help of 9.10 Teacher's Day and Mid-Autumn Festival, this event is positioned as “emotional promotion” to create demand for consumers, to promote corporate culture, to find differences in business operations, and ultimately to enhance customer loyalty.

2. Activity time

The first phase September 8 - September 10

The second phase, September 24th - September 29th

3. Activity content

Central theme: Mid-Autumn is full of eyes, healthy taste is spreading!

Theme 1: Green

1. Select some or all of the products with “Green Food Mark” in the store as special target products for centralized promotion.

2. Conduct on-site quarantine of the vegetable department and fruit area in conjunction with the relevant national health department and mark with relevant certification.

Theme 2: Rest assured and send lovesickness!

Venue: Supermarket Center Showroom

Activity mode:

a. First of all, in the pre-promotional promotion of the supermarket planning department, it is necessary to make a flat advertisement for the supply or producer's commitment to the quality of the products participating in the exhibition and on-site production.

b. Strict hygiene requirements must be imposed on all staff involved in making mooncakes.

c. There are three small production stations on site to make the shopping experience fun and give material encouragement to the customers involved in the production.

4. Ways of publicity

Special price card for this theme promotion

Three local newspapers, 500,000 print ads

50,000 pop posters in the store

V. Activity budget costs

Newspaper advertisements of 50,000 yuan;

The store has a variety of pop 50,000 yuan;

The coordination fee of the relevant department is 5,000 yuan;

The cost of "buying a car outside" is 3,000 yuan;

Other expenses are 5,000 yuan; a total of 163,000 yuan

Six, sales forecast

Moon cake sales are expected to increase by 20% over the same period last year

Other products are expected to increase by 50% over the same period last year.