Supermarket Dragon Boat Festival Promotion Plan

Theme of the event: Taste the traditional festival of Dragon Boat Festival and experience the "colorful" quality of life

Preface of the event: On the day of Dragon Boat Festival, the supermarket will provide you and your family with a warm shopping place with a brand new event section and its contents, so that you can have an unforgettable Dragon Boat Festival.

1) Event time: May 21st - May 30th, 2019

2) Purpose of the event: 1 Create a festive atmosphere to attract Hangzhou citizens;

2 enhance the brand image;

3 increase the occupancy rate and promote sales;

4 to make dealers, consumers, the supermarket to achieve a three-win;

5 direct competitors

3) Event location: xx supermarket chain scene

Specific activities:

1. During the promotion period from May 21st to May 30th, customers who have purchased at least 18 yuan in xx supermarket chains can participate in the “Guessing” activity with the computer ticket.

Activity mode:

At the entrance of the mall or next to the freezer, there is a manufacturer's scorpion that does not discount the price or is difficult to distinguish, so that the customer can carry out the brand and price of the scorpion; the price of the product must be quite low by the purchasing department, and sold to the customer at an unexpected price. Customers, to make customers feel the real benefits, lay the foundation for the next sale of the festival.

2. "May Dragon Boat Festival, xx Pack Race"

1) Operation steps: Purchasing Department to discuss scorpion materials - materials in place - event promotion - each store organizes competitions;

2) Entry prizes: Get your own bag, and get more bags. Customers who receive the top three can get shopping vouchers ranging from 200 to 50 yuan in the supermarket.

3, different from "粽"

1) Event time: May 21st - 30th

2) Activities: During the promotion period from May 21st to 30th, customers who have purchased a total of 38 yuan in xx supermarket chains can get a pair of plastic tweezers at the payment office with the computer ticket. Participate in the prize-winning activities. The total prize value of this event is 10,000 yuan.

3) Award setting

First prize: 1 set of water heaters / 5 units

Second prize: 1 bicycle / 15 vehicles

Third Prize: Hardcover Dice 1 Box / 50 Boxes

Fourth prize: 20 gifts worth 80 yuan

Fifth prize: exquisite gift worth 10 yuan / 120 copies

4, on-site dice promotion

Activity mode: store display, bundled sales, enough to buy gifts, free tasting, ready to sell now

1) For every 20 yuan of shopping amount on the same day, you can get a quality dice provided by the supermarket, and so on.

2) Combining the characteristics of the Dragon Boat Festival, foods such as hazelnuts, preserved eggs, salted eggs, and mung bean cakes are sold at special prices to stimulate consumers' desire to purchase. There are about 80 single items, including 40 foods, 15 non-foods, and 20 fresh foods. Some products are limited in time to buy. The scorpion and salt egg egg gift box were sold “big sale” three days before the Dragon Boat Festival.

3) The professional tweezers produced by the scorpion supplier will produce on-site tasting on-site sales.

5. Other related activities

1. Target specific groups of people: students and teachers; directly enjoy a certain discount on shopping amount or give gifts;

Specific content: You can have a 20% discount or a designated gift with the student card and teacher card to purchase colorful promotional products. Each student card and teacher card can only be used once;

2, for ordinary consumers: gift; specific content: buy colorful promotional products 10% discount or send designated gifts;

3. The specific method can also be determined according to the characteristics of different regions;

V. Relevant publicity

1. Two Dragon Boat Festival scorpion propaganda flag stores hang publicity;

2, dm newsletter promotion; dm newsletter first and second phase each 40,000 copies, the third phase of a single newsletter 40,000 copies an average of 1,800 copies per store

3. Off-site posters and on-site broadcast publicity.

Six, related support

Material support:

1. The purchasing department contacted and negotiated 5000 scorpions to be customers.

2. The Purchasing Department contacted and negotiated 1000 kg of scorpion materials to hold a baggage competition;

3. The purchasing department contacted to negotiate 2200 plastic enamel models;

4, pop: style: festive, fashionable, young, energetic, the main body is red; content: additional instructions; quantity: each dealer counter, counter according to the specific circumstances; x frame: same pop;
Packing: use special promotional equipment, the style is the same as pop;

Staff support:

Division of responsibilities of personnel: 1: Responsible person: coordinating, leading, planning, implementing, supervising, coordinating, and evaluating the event;

2: Material procurement: responsible for the preparation of materials required for the event to ensure on-time delivery;

3: Business market personnel: responsible for coordinating distributors, training promoters, doing terminal distribution display, and timely and accurate placement of pop, x-frame and promotional materials;

4: Design department: Discuss the design style and content with the business department, specifically responsible for the design of pop and x frame, and deliver on time.

Seven, the cost of the budget

1, "Dragon Boat Festival, shopping is full" activities: 靓粽 each store is limited to 200 / 20 stores = 4000;

2, "xx guess, super price flat" activities:;

3, "May Dragon Boat Festival, xx baggage match" activities: 粽子散米米, each store 30 kg / 22 stores = 660 kg;

4. "Different from "粽"" Activity: Plastic 粽 300/20 stores per store = 6,000, prizes provided by sponsors

5. The materials and personnel of the on-site promotion activities are provided by the supplier.

Total cost budget:

1, decoration, balloons, banners, theme display accessories, an average of 500 yuan per store, the cost of about 10,000 yuan;

2, hanging flag costs: 10,000 yuan

Total promotion cost in May: about XX0 yuan

Transaction flow

1. Distributors, business market personnel, and other channels to summarize opinions: Provide a detailed promotion plan submission according to their respective circumstances;

2. Determine the responsible department and responsible person of the activity and the relevant cooperation department personnel

3. Study and discuss the discount methods of dealers, the specific methods and themes of promotional activities, and officially initiate the implementation process of promotional activities;

Note: Dealer discount: In order to improve the distributor's in-stock distribution, the sales discount will be given according to the dealer's sales promotion product performance;

4, materials: pop, x frame, packaging, other promotional materials, etc. Designed and produced in place before May 16

5, internal staff training: detailed description of product knowledge, promotion details, distribution, specific requirements of goods display, dealer communication skills and details

6. Dealer negotiation and communication work: Implement the details of purchase, distribution, display, pop, x-frame, publicity materials, etc. before December 8th, train dealers.

The event is divided into two lines: one is internal material preparation and personnel coordination; the other is external dealer communication and coordination.

Supervision and evaluation

1. Effectively supervise the formulation, implementation, site, personnel, materials, etc. of the promotion;

2. Supervise the effect of the dealer on the implementation of the promotion resolution;

3. Evaluate whether the sales performance and image of the promotion activities have achieved the expected results;

4. Cost assessment;

5. Supervision of the issuance of promotional gifts, prevention of interception by dealers;

6. Data analysis of promotional performance;

Remarks:

1) Packaging: It is differentiated from other normal products by using special promotional packaging. It is recommended to use red color to reflect the festive characteristics of the festival, and red has a strong visual impact;

2) pop, x frame, promotional materials: all use red, further enhance the visual impact; promotional information should be simple and clear

3) All business personnel, market personnel, dealer business personnel, promoters, etc. should all conduct special training, and all the details and related matters of the promotion activities must be mastered;

4) All departments must complete the relevant affairs within the prescribed time;

5) Improve the communication and coordination mechanism;