Supermarket 5.1 Promotions

Part 1: Wuyi Canal City Commercial Moor Ralph Supermarket Voucher Activity

Activity content: Five yuan vouchers for the Canal City Ralph Supermarket were printed by Shandong One Card, with 1,500 copies planned. Customers who use this voucher to shop at Rilford Supermarket can enjoy a direct discount of 5 yuan.
Activity time: April 28, 2019 - May 7, 2019
Activity mode: In April, the company will visit and return visits to key customers and prospective customers, one-on-one publicity, issue activities and vouchers during May Day, and deepen the customer's understanding of the card;
The purpose of the activity is to improve the customer's understanding of the card swipe environment; promote the use of the card in the mall, provide the customer group to the mall; promote the cooperation relationship with the Canal City, and lay the foundation for the Mid-Autumn sale.

Part 2: Supermarket 5.1 Activity Plan

The first part of the environment and market brief analysis

The xx shop is located in the eastern suburb of the old city of xx city, far away from the city center. There are also farmers' markets and franchised wholesale markets and some small wholesale stores. The consumption group is mainly transformed from rural areas and has low consumption power. Consumers are accustomed to purchasing cheap daily necessities from the franchised wholesale market and some small wholesale stores in the farmer's market. The average age of the consumer groups is higher, and the purchased items are more concentrated. However, with the gradual transfer of urban centers, people's consumption power and consumption-conscious consumption habits will be gradually improved and improved. In addition, there are no large shopping malls and supermarkets with similar management methods nearby. I believe that this area will become a near future. Wherever businesses are competing, our xx stores should seize the opportunity to seize the market.

Part II Purpose of the event

*********** The performance of the store has been poor since the trial operation at the end of last year. The objective factor is that the basic supporting construction has not been completed in the trial operation. The counter on the second floor of the first floor has not been completed yet, so it is impossible to carry out large-scale The corporate image is publicized, but at present, we are fully prepared in all aspects. We should actively expand the external corporate propaganda, develop young members, and lower the average age of the consumer groups. Because they have greater purchasing power, through publicity, we must Let the nearby people know that the ***** superior store has become a leisure, entertainment and shopping center in the vicinity, increasing popularity, increasing passenger flow, increasing customer unit price, increasing turnover and increasing gross profit.

The third part of the topic topic

Xx----------The good neighbors of life

The fourth part of the event time and place

Event time May 1st - May 3rd, 2019 Event location **********店

Part V Cooperation Unit

Sponsor: Choose one or more large and powerful companies with strong product quality in the ******* store, get some physical and financial sponsorship, reduce our unilateral expenses, at the event In the meantime, we can properly promote the cooperation of the partners and their products in different ways.
Propaganda unit: Cooperate with a local news media unit such as newspaper or radio station to get the best publicity effect at a lower cost.

Part VI media plan

Select "Urban Express", "Youth Times", "Daily Business Daily", xx radio station, traffic sounds and other media to do appropriate publicity and reporting, while making full use of the publicity, banners, balloons in the vicinity and extensive Propaganda, organize staff to write media propaganda.
A leaflet or related materials will be distributed to nearby residents and past people 2 days before the event as a preview of the event.
Distribute to the on-site crowd and the surrounding crowd during the event to fully convey the event information.
On May 1st, a congratulatory advertisement was published in the main local newspapers to showcase the corporate culture.
During the event, radio and TV stations were invited to conduct on-site interviews to expand publicity.

Part VII Organizational Form

The general responsible team shall be directly led by the relevant main leaders of the store, and the Ministry of Enterprise or the cooperation unit shall participate in the exhibition.

Activities responsible, basic, liaison, supervision, security and other parts, to ensure clear division of labor, responsibility to the end.

Staffing:

List of the number of workers belonging to the department. On-site coordination 1 General responsibility for on-site supervision 1 Supervision now consultation 3 Customer service host and performance team activities Responsible for sound control 1 Promotion leaflet transmission 4 Public security personnel 5 Safety site coordination 2 Contact venue arrangement 2 Basic cooperation unit 2 connection

Part VIII activity stage

The planning period for the event:

April 10, 2019, May 1, 2019

Work arrangement

The deadline for the completion of the project is determined by the responsible person. Before April 10, the total responsibility for the venue will be implemented. Before April 20, the basic personnel will be responsible for the publicity. Before April 10, the publicity cooperation unit will contact the relevant procedures before April 15th. The organization and implementation period of the supervision activities before the April 30th of the basic rehearsal before the equipment is in place:

1. In the middle of April, hold a essay of "I and xx" or collect them from the consumers. They are other pre-heating for our service quality, enterprise development or construction.
2. On May 1st, from 9:00 am to 11:30 am, the drums, yangko, fan dance, aerobics and other competitions will be held at the entrance of the x store.
3. May 2nd is the manufacturer's activity day.
4. On May 3rd, a live event of children's calligraphy painting was held during the day.
5. On the evening of May 3rd, the fashion show “xx Hangpai Costume Night” was held.
6, every day from 11:00 to 1:30, 5:00 to 7:00 in the first floor of the xx shop hall or doorway to carry out promotional activities such as bread, roast chicken, taro, drinks and other timely food.
7, selected xx shop work star.
8. Carry out the search for unqualified products.
9. Congratulations to the city's traffic police.
10. Visit the customers who have complained since the opening of the store.

The ninth part of the event planning program

1. The essay of "xx" is mainly to collect from the vast number of consumers some stories between them and our ****, the purpose is to let the **** into the consumer's life, It reflects the connotation of the slogan "Good neighbors of life". Soliciting them from the vast number of consumers, we can better understand the vast consumption of our services in terms of service quality, enterprise development or construction.

Psychology, starting from their needs, preparing for the further development of the company.
reward:
a. Essay: Set first prize, second prize, two third prizes, three or several finalists, certificates and prizes. The prizes are provided by the sponsor and the ****** card is transmitted.
b. Call for proposals: set up a number of gold ideas, silver ideas, etc., if it is found to be beneficial to solve the problems currently facing our store, special rewards.
2, waist drums, Yangko, fan dance, aerobics and other competition activities, mainly by middle-aged and older people. We can use this to develop middle-aged and old consumers. After all, we are the largest consumer group of sub-category consumers, and can increase our usual passenger flow and increase popularity.
3. On May 2nd, one day, four advertising delivery vehicles were dispatched to express condolences to the city’s traffic police.

Part 3: "May 1st" Promotion Planning of Shanghai Jieqiang Supermarket Co., Ltd.

"May 1" gold price in Jieqiang
On April 18, 2019, the third group leader of the shopping class of Shanghai Commercial Vocational and Technical College: Xie Shixiong member: Liu Shuiqing, Sun Huifang, Hao Yi,
He Danfeng, Li Qier, Huang Yuling, Yang Xiaohua

<一> Task overview

Jieqiang Supermarket Company is a chain supermarket company affiliated to Shanghai Jieqiang Group. It undertakes the cigarette management and distribution tasks of the first level of the Shanghai Tobacco Cigarette Network and assumes that 24-hour delivery of large supermarket chains, hypermarkets, hotels and shopping malls is in place. As the foundation of the Jieqiang Group, which is mainly engaged in business, it has strong economic strength, strong risk-taking ability and huge potential. Although it started slowly in the same industry, it has developed rapidly due to strong capital and has established 200 in the country. The chain of outlets around the home, and is crowded in Shanghai, the fourth, the nation's sixth supermarket chain company.

In order to make full use of the existing resources of the supermarket, and to become a pillar industry of the Group as soon as possible, we will seize the "May 1st" holiday and focus on the promotion of 60 supermarket chains in Shanghai. The event was a good opportunity to initially arrange the promotion time of 2001.4.27---2001.5.7. The purpose of this promotion is to strive to increase the turnover by 30% during the "May 1st" period.

<2> Market Analysis of "May 1st"

According to the information obtained, about 50% of the total annual turnover of major supermarkets in Shanghai comes from holiday consumption. It can be seen that the shopping wave of golden holidays is a big business opportunity. In recent years, there are three obvious "May 1st" holidays. Consumption structure characteristics:
Going to visit relatives and friends. Usually busy with work, innocent and frequent friends and family often come, many people will use long holidays to visit relatives and friends, so there are not many gifts, wine, fruit, nutrition, etc. become a bestseller, business We should also work harder here.

More guests are welcome. Compared with the above-mentioned "going to visit relatives and friends", there are also many others who come from home, and the drinks, fruits and meals used to entertain guests have become the focus.

Traveling out. Using a rare seven-day holiday to relax and relax is a choice for many people. Of course, travel goods along the way are indispensable, so snacks, dry drinks, drinks, toiletries, cups, sewing kits, etc. are also hot spots.

Because of the annual entrance examination and the joint entrance exam, the student nutrition product sales season is coming again, so all kinds of nutritional products will become a big selling point.

In response to this feature, we launched a market survey on the family demand situation of the "May 1st" festival. We conducted a survey on households with household incomes of 1000---3000, 3000---5000,5000 or more. During the period, the average consumption expenditure of households was 500-1200 yuan. At the same time, unannounced visits to several supermarket chains such as Lianhua, Hualian, and Agriculture and Industry. After weighing the pros and cons, we identified alcohol, beverages, confectionery, and snacks. Other cold commodities, cold drinks, nutritional products and other individual products are the main products, a total of 40 kinds, we have developed a specific plan with specifications, suggested prices and promotional methods.

<3> Overview of Jieqiang Supermarket Marketing

Jieqiang Supermarket Company is affiliated to Jieqiang Group, which mainly deals in more than 5,000 kinds of commodities such as tobacco, alcohol, beverage, sugar milk, small food, grain and oil products, north and south groceries, daily necessities, etc., and its purchase channels are unimpeded, in Shanghai and even in the whole. East China's sugar and tobacco business has strong strength.

In the fierce market competition, Jieqiang has its unique competitive advantages:

First of all, Jieqiang has the right to monopolize tobacco and alcohol, and enjoy the first-level sales rights of the city's tobacco and alcohol networks.

Secondly, the perfect distribution system makes the commodity price low and the quality stable, so it is favored by consumers.

However, compared with Lianhua, Hualian, Agriculture, Industry and Commerce, etc., there are many shortcomings in the supermarket companies with strong capital and large market share.

1. The number of stores is small and the store is relatively small.
2. There are few types of goods, and the update speed is not fast enough.
3. The amount of fresh food is small and cannot meet the needs of residents.
4. The shelf is not full enough, and the display method is not clear enough.
5. The lack of "highlights" in the promotion means can not attract the appeal of customers.

<4> Competitors The main rivals of this promotion are Lianhua, Hualian and Agriculture and Industry.

Lianhua Supermarket Co., Ltd. is the leader of China's retail industry. Its number of stores has reached nearly 1,000 and it has continuously expanded its sales network nationwide. Its total sales in 2000 has exceeded 10 billion yuan. Lianhua actively implements national procurement, effectively reducing Cost, without losing the opportunity to open up overseas markets, is the most powerful competitor.

Like Lianhua, Hualian is a domestic supermarket with strong strength and established an early stage. It has recently developed advantageous formats such as hypermarkets and convenience stores. Its good corporate image and new development strategy have made it possible to connect with it. China's second largest supermarket in China.

Agriculture and Industry and Commerce is a dark horse in the supermarket retail industry in the country. Although it started late, it has become the third supermarket enterprise in the country. Its business area ranks first among all supermarkets. It is characterized by "large scale, full variety and low price". A good corporate image.
In addition, Metro, Carrefour, Yichu Lotus and other hypermarkets also have an important impact on holiday sales. Although they are remotely distributed, they have large business areas, low commodity prices, complete varieties, diversified services, and a complete sales system. Rich marketing experience. It is an important force in the May 1 market.

For many powerful competitors, Jieqiang should base itself on its own advantages, use a complete distribution system, establish a chain business model suitable for its own development, and increase the "bright spots" of promotion during the golden holiday of May Day, and further expand Influence, increase visibility, and create new development opportunities for enterprises.

"Five" establishes the theme

Theme: "May 1" gold holiday / price in Jieqiang.

Performance: 1. "May 1" is a golden holiday that can be relaxed and leisurely. Jieqiang is here to provide you with a place for easy shopping, thus the body cash "fake".

2. Jieqiang provides you with high quality and good price assured products, thus the body cash "price".

3. This theme not only highlights the price advantage of Jieqiang, but also caters to the golden holiday of May 1st. It achieves the goal of puns, can effectively attract customers' attention and establish a good corporate image.

"Six" advertising planning object: the total budget of 60 branches in the city: 400,000 in charge: advertising and publicity department deadline: before April 27, the number of project issuance means cost budget
DM advertising 100,000 copies mailed 80,000 copies, sent 20,000 copies 100,000 customers to understand the Jieqiang May 1 promotion products and price posters 600 stores posted 10 yuan / Zhang 6000 yuan to create a festive atmosphere, establish a corporate image hanging flag 2400 The store posted 8 yuan / Zhang 19,000 yuan to highlight the store atmosphere, to attract customers to buy bunting, color balloons 600 face 40 large stores before setting 6000 yuan;
4,000 yuan to create a festive atmosphere, establish a corporate image booth advertising 300 ~ 350 booths set 15 yuan / Zhang 5,000 yuan highlights the store's key commodity bus shelter advertising 50 1000 yuan / seat, 50,000 promotional activities theme, establish a corporate image Xinmin Evening News 4.25 ;5.1; 5.3 daily half-page newspaper advertising 50,000 publicity theme, establish a corporate image
990 Radio 4.23~5.7 Before and after the morning news, each broadcast advertisement 50,000 publicity campaign theme, establish a corporate image commemorative pencil 12,000 free gifts to the nearby national small gifts 0.5 yuan / support, 60,000 by giving a pencil with the Jieqiang logo, cultivate Children's understanding of the image of Jieqiang Note: 1. The poster is based on grass green, decorated with light yellow, white, dark green and golden yellow to highlight the spring atmosphere. The theme of the poster is consistent with the theme of this promotion.
2. The overall color of the hanging flag is the same as that of the poster, because the hanging flag is set in the store, so the theme is "gold price storm", the font should be designed to be explosive, to stimulate consumers' desire to buy.
3. For the promotion of goods, it is necessary to clearly mark the original price, so that consumers feel affordable in the comparison.
4. The lighting, background music and booth settings in the store should highlight the festive atmosphere.

<7> Promotional product launch program provides consumers with exquisite product packaging to meet the gift-giving requirements.
Launch the "Buy and Send" campaign, and implement "Buy More and Send More" according to the amount of consumption to stimulate consumers to buy more products.
Free donation of pencils with the logo and image of Jieqiang to nearby small schools to cultivate children's understanding of Jieqiang brand.
Consoling the lonely old people nearby, creating good social public opinion and establishing the brand image of Jieqiang.
If you buy any commodity, you can redeem the star poster to stimulate the purchase of young consumers.
For customers who purchase premium wines, a bottle opener can be given free of charge.
For beverages, alcohol, etc., you can take a concentrated accumulation of sales, so that consumers have a "more and cheaper" feeling.
Introduced semi-finished processing activities to meet the holiday consumer demand.
Purchase a certain amount, give a voucher, and also draw a lottery.
According to various food categories and their prices, the same price of the same price on the same shelf, delineating a section is set to "one cover the world", so that customers pick the same large backpack on each shelf Its price is cheaper than buying it alone.
Prepare semi-finished products, divided into three areas: early, middle and late. No matter whether customers eat or treat themselves, they don’t have to use hands-on, that is, "three meals a day, no need to smash."
Now it is time to change seasons, people will inevitably use the holidays to change the clothing of different seasons. The Jieqiang store should have an "anti-enzyme and anti-mite" area, including all series of washing and storing clothes, or bundle specials.

<8> Time schedule Arrangement Work arrangement person in charge
4.19~4.22 Negotiating related matters with suppliers
4.22 Starting the purchase buyer
4.19 Setting the Hanging Flag Propaganda Department
4.25;5.1;5.3 for the newspaper advertising department
4.23~5.7 Radio Advertising Department
4.25 Send DM advertisements, posters and posters
4.22~4.26 Store setting, adjust the shelves of each store manager
4.26 set up a special booth after the inventory, POS machine to adjust the price of each store manager