Beer promotion program

First, the purpose of the event: through the promotion of summer sales of goods - beer, to promote popularity, set off the climax of off-season promotion. The beer promotion and the “Beer Night” throughout the Oktoberfest are two major promotional themes, and the concept of supermarket summer market and active community cultural life is proposed.


Second, the overall plan:

1. Promotional form:

Time: July 1st to July 30th, XX

Venue: Promotional area in the store and gift area outside the store

Product Promotion Organization:

During the promotion period, each manufacturer is required to provide special support for goods.

Buying gifts as the main form of promotion, requiring manufacturers to provide specific ways to buy gifts, customers buy the brand to buy more gifts, set up a gift station in the gift area outside the store, such as customers to buy Yanjing beer three pieces, etc., strengthen Buy a much more affordable volume concept. Other brands in the giveaway area can also arrange free tasting and other promotions.

The products are displayed in accordance with each brand as the standard unit, so that each brand has a pile of heads and expands its product image. Each manufacturer must ensure that the supply is abundant and the price advantage is obvious. Each stack has a promotional promotion key.

Event exhibition brands: Yanjing, Budweiser, Baisha, Qingdao, Baker, Pearl River, Corona, Blue Ribbon, Heineken, Sun Beer, etc.



Programme of activities

1) During the event, Taiwan will be the center, and the sales promotion will be the main form. The free-to-sell, prize-winning competition, prize-winning participation, and performances will be performed.

2) The opening ceremony and closing ceremony of the supermarket will be undertaken by the factory.

Event promotion

2. Theme: Beer Carnival Night

3, the main slogan: drink a beer, make a friend

Buy more, more affordable

4. Media promotion:

1) TV special promotion advertisement

2) Invite the media to conduct special reports and invite other provinces and municipalities to report on “Beer Night” to explore the topic of “supermarkets provide rich nightlife for the community”.

3) Produce a radio special advertising tape, which will be broadcasted in the store's broadcasting room.

4) Broadcast time: play around the clock

5, dm

1) Launch the dm Beer Festival special edition advertisement, and inform all the brands of beer in the form of purchase and beer night.

2) The price of dm needs to reflect 20,000 copies of the lowest price of beer in the city, and it is widely publicized.

6, the atmosphere layout

1) The overall atmosphere inside and outside the store layout, rendering a lively shopping atmosphere

2) Hanging manufacturers outside the store congratulate the balloon and place the beer model

The store offers preferential conditions for participating in the "Beer Night" supplier

1, can get a free pile in the main promotion channel

2, the central office promotions can enjoy the best rent

3, can enjoy the sale of the brand "Beer Night" in the middle of the sale of the tasting event

4, free to play ads in the back wall of the hall

"Oktoberfest" large hall event

Activity time: July 20th... August 12th

Main content of the event: Opening ceremony of "Beer Festival"

"Beer Night"

"Beer Festival" Closing Ceremony

"Beer Festival" opening ceremony

Activity time: 7:00 pm on July 20th...8:30

Form of activity: party

Event Organizing Committee members: Deputy store manager and regional managers

Chief conductor: store manager

Activity content: composed of four themes

1. Announce the opening of the "Beer Festival" and introduce the following contents:

1. The time of the "Beer Festival"

2. Beer brands participating in the exhibition

3. Preferential policies during the event

4, "Beer Night" in the hall activities and daytime store activities

Second, beer legend, introduce the following content

1. Beer brewing process

2, the origin of beer

3. History and performance of several brands of beer

Third, the beer show: several kinds of beer, magic, acrobatics

Fourth, singing and dancing performances: beautiful voice, nationality

Performing Arts Requirements:

1. The natural integration of several activities, highlighting the theme of “Beer Carnival Night”

2, the performance style is high artistic, the theme is novel and fashionable, and the cultural connotation is deep.

Venue: 1. There is a performance stage in front of the middle hall.

2. VIP seats in front and auditoriums on the right

3, the ice bar is set to the seat

Specific implementation rules:

Manager responsible for matters:

1. Contact and organize performers and presenters

2. Contact the news media for reporting

3. Invite VIPs: city leaders, center leaders, supermarket leaders

4. Director of the entire event.

Food District Manager is responsible for:

1. Arrange and determine the advertisement for the back wall of the middle hall

2. Provide on-site beverages

3. Invite dealer representatives to watch the show

4. Collect beer information: brewing process of beer, origin of beer, history and performance of several brands of beer, etc.

Personnel manager responsible for matters:

1. Broadcasting in the store

2. Arranging excellent employees to attend the staff to watch the performance

3, etiquette reception work

4, close the work

Destruction Manager Responsible Matter: Maintaining Order at the Site

Planning department manager responsible matters: venue effect layout

Purchasing Manager Responsible Matter: Program Planning and Venue Arrangement

Beer night

Event theme: titled by a beer company

Activity time: July 20th to August 12th, 19:00 to 20:30

Activity content: First, draw

Second, beer legend

Third, the beer show

Fourth, beer knowledge answer

Five, a variety of drinking beer competition

Six, beer reviews

Seven, fun games

Lottery

Activity 2: Beer Legend

1. Introduce the history, brewing process, taste, performance, etc. of the brand beer by the host

2. The form of the dance drama

Beer show

Activity 3: Beer Dance

Activity 4: Live Wine Show

Activity 5: Alcoholic performance...



Activity 6: Beer knowledge answer, please on-site customer participation activities, a bottle of award-winning beer.

Beer competition

Activity 7: Super Wines Competition: Please participate in the event.

Competition rules: 1) 10 customers were selected and divided into two groups of 5 people each.

2) Each player puts 3 beers at each table.

3) The players use the mouth to bite the paper cup to see who is the fastest to drink.

Prize: two super wines, 1 box of beer

10 participating prizes, 3 bottles of each award beer

Activity 8: Wine King Championship: Please participate in the event.

Rules of the game: 1) Please ask 10 players

2) The task of each player is: who drinks the most in 1 minute

3) The fastest is the wine king of the night

Award: Wine King: 3 boxes of award beer

Winning prize: 1 box of award beer

Participation award: set 8 people, award beer half box

Activity 9: Beer Review

Rules: 1) Pour different brands of beer into several cups, participants will taste

2) See who can separate

3) After the results are announced, please let the professionals comment

Fun game

Activity 10: Drumming and drinking: Please take out eight customers to participate in the event.

Rules of the game: 1) The staff blindfolded and drummed back to the customer

2) 2 cups of beer at each table

3) The drums began to pass, and the customers who drunk the drums to the beer had to drink a glass of beer at their desk.

4) After ten drums, the game is over

5) Results of the competition: There are two cups in front of the table for the winning prize, and one cup for the encouragement prize, and the winner can also get the participation prize.

Award: Winning Prize: A box of award beer

Encouragement Award: Award Beer Half Box

Participation Award: Two bottles of award beer

Activity 11: Blindfolded glasses of wine: Please appear in the event of customer participation

Game rules: 1) Please invite 6 couples or friends to participate in the event

2) One male and one female station, blindfolded, the distance between the two ends is 8 meters

3) After the start of the announcement, the drummers take a step closer to each side, and after 6 steps, they hit the long drums.

4) The result is a winner and a participation prize. The winner is the winner of the cup, and the participation prize is the participant.

Award: Winner: 2 pieces of beer

Participation Award: 1 Prize Beer



Programme of activities:

1. Submit the planning activities and time and place applications for the beer night by each exhibition brand.

2. The order of each session is arranged by the marketing class.

3. During the event, a beer brand will host a beer night outfield promotion every night. The stage will be the center, and the sales promotion will be the main form, interspersed with free tasting, prize-winning competition, prize-winning participation, and performances. The atmosphere of the night market will be fully mobilized.

4. The food, fresh food, food street and other courses in the store will be accompanied by the night market to carry out corresponding promotion activities.

Fourth, event promotion

1. Theme: Beer Carnival Night

2. Subject slogan:

. Have a beer, cool, "summer"

. Buy more, more affordable

3. Media promotion:

. TV special promotion advertisement

. Use the existing media, such as the heart of the 258, to conduct special reports, invite other provinces and cities to report on "Beer Night".

4. Atmosphere layout:

. The overall atmosphere inside and outside the store is arranged to create a hot and exciting shopping atmosphere.

. The Chaoyang store sells outside the store to congratulate the balloon and place the beer model.

Purchasing Department Marketing Division: Responsible for all brands to buy gifts and activities and beer night activities;

Liquid Division of Purchasing Department: Responsible for the invitation of exhibitors, special negotiation, and supply guarantee;

Store: responsible for determining the manufacturer's head position, gift grade, beer night security, stage layout, audio, etc.

Planning Division: Responsible for the production of the Oktoberfest planning plan including the atmosphere layout design inside and outside the store, the uniform display design in the store, the kanban effect on beer origin and beer knowledge;

Marketing class: responsible for issuing beer festival media promotion programs including hard advertising creative texts, placement planning and soft advertising.

Sixth, the cost budget:

a, items available for manufacturers to choose:

1 dm special edition ad slot cover 4000 yuan / version inner page 3000 yuan / version

Dm single product advertising 800 yuan / support

2 in the store

400 yuan / heap / shop

3 Beer Night 500 yuan / night

4 Promotional table 20 yuan / day

5 field balloons, models

b, the supermarket bears the cost:

1, media costs

2, dm fee