Flower shop Mother's Day promotion plan
Title: "Lovely Love" Flower Gift Company Mother's Day Promotion Plan
Source: Party Qihang planned and operated the case as a planner in February xx.
Application: It can be used as a reference for the promotion of small and medium-sized businesses.
content:
In xx years, Beijing, Shanghai and other places have set off a mother's day to send a carnation craze, but my city, Nanning, is a remote city in the motherland. Compared with other cities, the pace is always slower. Nanning City, the capital of Guangxi, is the most convenient land passage for China to Southeast Asian countries. It is also the only place for China's southwestern Guangxi to go to the northwestern Gulf. The total population of the whole region is 5,438,400, and the population density per square kilometer is 184. people. So the superior geographical location and rich human resources contain huge business opportunities. At that time, Nanning was not very sensitive to the commercial tentacles of Mother's Day. Carnations are only used as a foil to decorate the flowers. So how to guide the trend so that the carnations are like roses. On Valentine's Day, it became one of the main flowers in Nanning, and it was the first in the Nanning flower industry. How to make the company stand out in the strong market competition and preemptively occupy this large market share?
When I was planning this case, the first reflection was to immediately seize the business opportunity and conduct a comprehensive market survey. After the information was collected, sorted, analyzed, and judged, it was positioned four times: First, the target group was subdivided. The second is the positioning of product concept innovation. The third is to use the Dongfeng bundle to locate. The fourth is the joint positioning of channel services; finally, the effect is unexpected and more effective.
In xx years, as a curator, I worked with the company's planning team members on the company's comprehensive planning and operation during the Mother's Day promotion. In the planning, through a series of market-oriented investigation and analysis, I proposed the "company promotion four positioning" planning ideas. First, the company has targeted the target group segmentation, and used the “grab the two-headed middle” strategy to target the target consumer group; the second is to use the product concept innovation orientation to innovate the company's original product concept; Ingenious cooperation with relevant units, through strong alliances, joint promotion, to achieve the goal of mutual benefit and common development; Fourth, the joint positioning of channel services, the use of the company's own channels plus good services, thereby improving Company image. Through this series of implementations, not only did the company's promotion during Mother's Day win, but it also improved the company's image.
Case:
"Wandering 吟 吟 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈Mom, where are you, where is the happiest place?" "Many things in the world are fake, empty, and maternal love is true, eternal, and immortal"; the US Congress passed a resolution on May 7, 1914. Make sure that the second Sunday of May each year is Mother's Day. Maternal love is selfless, and there is no national border. The mother spent the rest of her life raising the most for raising children. This day reminds every child to remember the mother's hard work and parenting. In order to commemorate this warm holiday, people generally express their deep love for their mother by giving a carnation. Carnation is the flower of maternal love. It is synonymous with kindness, warmth and sincerity. On this day, carnations are the best-selling goods in the flower market, and their sales are very amazing.
At the beginning of February xx, I was invited as a planner collaborative planning team to conduct a large-scale and detailed market survey of the city. After two weeks of investigation, we found that the main consumer groups during the Mother's Day are 25-45 years old, accounting for about 55%; followed by the 18-25-year-old consumer groups; and the 45-year-old consumer groups also accounted for Nearly 3%; the number of consumers purchasing flowers is mainly 1, 3, 6, 9, 12, 33, etc., accounting for about 76%; other flower sellers in the city during Mother's Day There is basically no big promotion, even if it is only for the promotion of retail flower shops, more flower sellers and flower shops adopt natural sales, and the concept of marketing is relatively backward. Although the places frequented by people in the city, such as cinemas, are also engaged in activities every year, they are nothing more than lucky draws, price cuts, etc. The content is monotonous, there is no new idea, and the activities are weak, not in place, and the effect is not good. In addition, 56% of the respondents believe that the carnations are not new every year, and they cannot keep the mother's day warm and long-lasting. I hope that in addition to the carnations, other gifts that are more fashionable and more reserved can be presented. Obviously, the needs of consumers mean huge business opportunities.
After collecting, sorting, judging and analyzing these materials, we first proposed a draft to reposition the company's target consumer group market:
A-type consumer groups: 25-45-year-old consumer groups, such consumers are the main group of mother's day carnation consumption. Such groups are either in their infancy, rising, or successful careers. Due to their personality, age, preferences, income, environment, habits, values, etc., such groups are particularly mature and can deeply understand Be a mother's suffering.
Class b consumer groups: consumer groups over the age of 45. Although such people are not as accepting new things as young people, they have a 3% share of the entire flower consumer group due to the influence of the annual Mother's Day atmosphere. The fashion mentality is gradually growing up. It is a group that is easy to be “probation”. If its children can help and media advertising is stimulated, such consumer groups may become a “high-performance stock”, which has great potential for appreciation and is also worthy of attention. Social phenomenon.
C-category consumer groups: 18- to 25-year-old consumer groups, they are passionate, advocating romance, fashion, like fantasy, can quickly accept new things, is a fashion class for seeking new, seeking forever and will not tire. She will be an "ambulance" that affects the b-class consumer group, that is, it cannot be abandoned, but must be targeted for marketing.
The draft adopts the target market orientation of “grasping the middle of the two heads”: that is, through the key appeals of a-type consumer groups and b-category consumption, the active participation of c-type consumer groups is promoted. The a-category consumer group has the strongest consumption consciousness and the greatest demand, is the main target market, and is also the main target of advertising. Although the demand for b-type consumer groups is small, if the desire to buy is stimulated, it is also a big market, and its social impact will be very beneficial to the company's brand building.
The proposal of the draft was well received by the directors.
Through investigation, we also found that carnations are already a regular gift for Mother's Day, but now people are not only satisfied with giving away carnations. Carnation represents warmth and represents warmth, but because of its physical properties, it can only be kept for a few days, and the sincere family needs eternal and persistent. Obviously, only a few days of carnation can not carry this information. Therefore, consumers need a gift that can carry eternal affection and represent persistent information. This kind of gift needs fashion and needs innovation. Jewelry is a good carrier, but its expensive price of several thousand yuan and tens of thousands of yuan can only make the young man who is in a tight position sigh. What should this carrier be like?
We have found that a hand-embroidered product that represents the profound cultural connotation of the Chinese nation and has a long history is now popular: cross-stitch. "Cross-stitch" was born in the Tang Dynasty of China. It was especially popular in the Ming and Qing Dynasties. Unlike many traditional Chinese embroidery methods, it is very simple and easy to learn. It can be easily grasped by both men, women and children, and it can be preserved for a long time. I can enjoy the fun of diy, so it is popular among young people. It should be the ideal carrier for us to find. At the same time, because the cross-stitch is a female red hand craftsmanship passed down from ancient times, this has found a clever entry point for her combination with Mother's Day, that is, this gift for Mother's Day is called "family embroidered." She is different from the cross-stitch sold in the market, and we have given her a new meaning: "'Men embroidered' shows mother's day, the family can't forget, the water needs to think of the source", showing the attachment of the family, a long time. And "pro-embroidery" itself is a good selling point.
Therefore, we immediately proposed another draft for the concept update and repackaging of the products excavated by the company. The proposal of this draft was unanimously recognized by the directors and required us to immediately target the relocated consumer groups. Newly developed products are developed with specific promotional activities and implemented as soon as possible.
So in March and April of xx, we carried out a new packaging combination and concept update for the products excavated by the company. The specific operations are as follows:
In March xx, we quickly contacted a hand-embroidered factory and developed a series of “Bian Embroidery” gifts in 2 months, including “Blessing Embroidery”, “Love Embroidery”, “Hand-embroidery”, etc. "Pro-Embroidery" is equipped with a stylish, high-grade material packaging box, changing the low-end, simple image of the previous cross-stitch. However, due to its lack of technicality, it is easy to be imitated. Therefore, before the event, we adopted strict protection measures to prevent the outflow of concepts and products.
At the same time, in the combination of carnation sales, we have introduced a variety of combinations, and given a certain connotation for each number combination. E.g:
1 carnation: one heart and one mind - mother loves eternal articles;
3 carnations: three students are fortunate - mother praise songs;
6 carnations: road safety - wandering mother article;
9 carnations: long and long time - the mother of Chunhui articles;
......
Although the above meanings have already existed, few companies have worked hard on this and made publicity. In the warm days, such a warm digital combination, the mother will be infected by the deep love, and will be unforgettable. And each combination we have designed a new, stylish greeting card with a note on the card. The launch of this event has made many people deeply impressed the profound meaning represented by the carnation, and greatly mobilized the enthusiasm of consumers to buy. Some consumers even called on May 10 to ask for the meaning of each number. The effect can be imagined.
For each type of target consumer group, we have launched three major chapters:
1. Mom • I grew up: for the 18---25-year-old a-class consumer group, product portfolio: 6 carnations + 1 "Fufu embroidery" + hot stamping card.
2, Mom • I love you articles: for the 25---45-year-old c-category consumer group, product portfolio: 33 carnations + 1 "love embroidered" + hot stamping card.
3. Mom • I am grateful to you for the b-type consumer group over 45 years old, product portfolio: 12 carnations + 1 hand-embroidered + hot stamping card.
The rich product portfolio has greatly satisfied the needs of all kinds of consumers, and changed the shackles of the previous mother's day to make the Mother's Day more rich.
Sales during Mother's Day are immediate, and it can be said that this day is the most profitable in the year, which is similar to the sales of mooncakes. Therefore, all products of the company are taken at high prices and specific prices.
Source: Party Qihang planned and operated the case as a planner in February xx.
Application: It can be used as a reference for the promotion of small and medium-sized businesses.
content:
In xx years, Beijing, Shanghai and other places have set off a mother's day to send a carnation craze, but my city, Nanning, is a remote city in the motherland. Compared with other cities, the pace is always slower. Nanning City, the capital of Guangxi, is the most convenient land passage for China to Southeast Asian countries. It is also the only place for China's southwestern Guangxi to go to the northwestern Gulf. The total population of the whole region is 5,438,400, and the population density per square kilometer is 184. people. So the superior geographical location and rich human resources contain huge business opportunities. At that time, Nanning was not very sensitive to the commercial tentacles of Mother's Day. Carnations are only used as a foil to decorate the flowers. So how to guide the trend so that the carnations are like roses. On Valentine's Day, it became one of the main flowers in Nanning, and it was the first in the Nanning flower industry. How to make the company stand out in the strong market competition and preemptively occupy this large market share?
When I was planning this case, the first reflection was to immediately seize the business opportunity and conduct a comprehensive market survey. After the information was collected, sorted, analyzed, and judged, it was positioned four times: First, the target group was subdivided. The second is the positioning of product concept innovation. The third is to use the Dongfeng bundle to locate. The fourth is the joint positioning of channel services; finally, the effect is unexpected and more effective.
In xx years, as a curator, I worked with the company's planning team members on the company's comprehensive planning and operation during the Mother's Day promotion. In the planning, through a series of market-oriented investigation and analysis, I proposed the "company promotion four positioning" planning ideas. First, the company has targeted the target group segmentation, and used the “grab the two-headed middle” strategy to target the target consumer group; the second is to use the product concept innovation orientation to innovate the company's original product concept; Ingenious cooperation with relevant units, through strong alliances, joint promotion, to achieve the goal of mutual benefit and common development; Fourth, the joint positioning of channel services, the use of the company's own channels plus good services, thereby improving Company image. Through this series of implementations, not only did the company's promotion during Mother's Day win, but it also improved the company's image.
Case:
"Wandering 吟 吟 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈 慈Mom, where are you, where is the happiest place?" "Many things in the world are fake, empty, and maternal love is true, eternal, and immortal"; the US Congress passed a resolution on May 7, 1914. Make sure that the second Sunday of May each year is Mother's Day. Maternal love is selfless, and there is no national border. The mother spent the rest of her life raising the most for raising children. This day reminds every child to remember the mother's hard work and parenting. In order to commemorate this warm holiday, people generally express their deep love for their mother by giving a carnation. Carnation is the flower of maternal love. It is synonymous with kindness, warmth and sincerity. On this day, carnations are the best-selling goods in the flower market, and their sales are very amazing.
At the beginning of February xx, I was invited as a planner collaborative planning team to conduct a large-scale and detailed market survey of the city. After two weeks of investigation, we found that the main consumer groups during the Mother's Day are 25-45 years old, accounting for about 55%; followed by the 18-25-year-old consumer groups; and the 45-year-old consumer groups also accounted for Nearly 3%; the number of consumers purchasing flowers is mainly 1, 3, 6, 9, 12, 33, etc., accounting for about 76%; other flower sellers in the city during Mother's Day There is basically no big promotion, even if it is only for the promotion of retail flower shops, more flower sellers and flower shops adopt natural sales, and the concept of marketing is relatively backward. Although the places frequented by people in the city, such as cinemas, are also engaged in activities every year, they are nothing more than lucky draws, price cuts, etc. The content is monotonous, there is no new idea, and the activities are weak, not in place, and the effect is not good. In addition, 56% of the respondents believe that the carnations are not new every year, and they cannot keep the mother's day warm and long-lasting. I hope that in addition to the carnations, other gifts that are more fashionable and more reserved can be presented. Obviously, the needs of consumers mean huge business opportunities.
After collecting, sorting, judging and analyzing these materials, we first proposed a draft to reposition the company's target consumer group market:
A-type consumer groups: 25-45-year-old consumer groups, such consumers are the main group of mother's day carnation consumption. Such groups are either in their infancy, rising, or successful careers. Due to their personality, age, preferences, income, environment, habits, values, etc., such groups are particularly mature and can deeply understand Be a mother's suffering.
Class b consumer groups: consumer groups over the age of 45. Although such people are not as accepting new things as young people, they have a 3% share of the entire flower consumer group due to the influence of the annual Mother's Day atmosphere. The fashion mentality is gradually growing up. It is a group that is easy to be “probation”. If its children can help and media advertising is stimulated, such consumer groups may become a “high-performance stock”, which has great potential for appreciation and is also worthy of attention. Social phenomenon.
C-category consumer groups: 18- to 25-year-old consumer groups, they are passionate, advocating romance, fashion, like fantasy, can quickly accept new things, is a fashion class for seeking new, seeking forever and will not tire. She will be an "ambulance" that affects the b-class consumer group, that is, it cannot be abandoned, but must be targeted for marketing.
The draft adopts the target market orientation of “grasping the middle of the two heads”: that is, through the key appeals of a-type consumer groups and b-category consumption, the active participation of c-type consumer groups is promoted. The a-category consumer group has the strongest consumption consciousness and the greatest demand, is the main target market, and is also the main target of advertising. Although the demand for b-type consumer groups is small, if the desire to buy is stimulated, it is also a big market, and its social impact will be very beneficial to the company's brand building.
The proposal of the draft was well received by the directors.
Through investigation, we also found that carnations are already a regular gift for Mother's Day, but now people are not only satisfied with giving away carnations. Carnation represents warmth and represents warmth, but because of its physical properties, it can only be kept for a few days, and the sincere family needs eternal and persistent. Obviously, only a few days of carnation can not carry this information. Therefore, consumers need a gift that can carry eternal affection and represent persistent information. This kind of gift needs fashion and needs innovation. Jewelry is a good carrier, but its expensive price of several thousand yuan and tens of thousands of yuan can only make the young man who is in a tight position sigh. What should this carrier be like?
We have found that a hand-embroidered product that represents the profound cultural connotation of the Chinese nation and has a long history is now popular: cross-stitch. "Cross-stitch" was born in the Tang Dynasty of China. It was especially popular in the Ming and Qing Dynasties. Unlike many traditional Chinese embroidery methods, it is very simple and easy to learn. It can be easily grasped by both men, women and children, and it can be preserved for a long time. I can enjoy the fun of diy, so it is popular among young people. It should be the ideal carrier for us to find. At the same time, because the cross-stitch is a female red hand craftsmanship passed down from ancient times, this has found a clever entry point for her combination with Mother's Day, that is, this gift for Mother's Day is called "family embroidered." She is different from the cross-stitch sold in the market, and we have given her a new meaning: "'Men embroidered' shows mother's day, the family can't forget, the water needs to think of the source", showing the attachment of the family, a long time. And "pro-embroidery" itself is a good selling point.
Therefore, we immediately proposed another draft for the concept update and repackaging of the products excavated by the company. The proposal of this draft was unanimously recognized by the directors and required us to immediately target the relocated consumer groups. Newly developed products are developed with specific promotional activities and implemented as soon as possible.
So in March and April of xx, we carried out a new packaging combination and concept update for the products excavated by the company. The specific operations are as follows:
〖1〗〖2〗〖3〗
In March xx, we quickly contacted a hand-embroidered factory and developed a series of “Bian Embroidery” gifts in 2 months, including “Blessing Embroidery”, “Love Embroidery”, “Hand-embroidery”, etc. "Pro-Embroidery" is equipped with a stylish, high-grade material packaging box, changing the low-end, simple image of the previous cross-stitch. However, due to its lack of technicality, it is easy to be imitated. Therefore, before the event, we adopted strict protection measures to prevent the outflow of concepts and products.
At the same time, in the combination of carnation sales, we have introduced a variety of combinations, and given a certain connotation for each number combination. E.g:
1 carnation: one heart and one mind - mother loves eternal articles;
3 carnations: three students are fortunate - mother praise songs;
6 carnations: road safety - wandering mother article;
9 carnations: long and long time - the mother of Chunhui articles;
......
Although the above meanings have already existed, few companies have worked hard on this and made publicity. In the warm days, such a warm digital combination, the mother will be infected by the deep love, and will be unforgettable. And each combination we have designed a new, stylish greeting card with a note on the card. The launch of this event has made many people deeply impressed the profound meaning represented by the carnation, and greatly mobilized the enthusiasm of consumers to buy. Some consumers even called on May 10 to ask for the meaning of each number. The effect can be imagined.
For each type of target consumer group, we have launched three major chapters:
1. Mom • I grew up: for the 18---25-year-old a-class consumer group, product portfolio: 6 carnations + 1 "Fufu embroidery" + hot stamping card.
2, Mom • I love you articles: for the 25---45-year-old c-category consumer group, product portfolio: 33 carnations + 1 "love embroidered" + hot stamping card.
3. Mom • I am grateful to you for the b-type consumer group over 45 years old, product portfolio: 12 carnations + 1 hand-embroidered + hot stamping card.
The rich product portfolio has greatly satisfied the needs of all kinds of consumers, and changed the shackles of the previous mother's day to make the Mother's Day more rich.
Sales during Mother's Day are immediate, and it can be said that this day is the most profitable in the year, which is similar to the sales of mooncakes. Therefore, all products of the company are taken at high prices and specific prices.
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