Time flies, a period of work is over, and a new starting point and new goals are ushered in. At this time, we should plan ahead. So how do we write a plan book? The following is my ktv marketing management plan (generally 8 articles), hoping to help everyone.
Ktv Marketing Management Scheme 1 I. Purpose
First of all, we should be clear about our own business purpose and establish a clear view on the goals and objectives of KTV marketing planning, as the driving force for the implementation of this marketing planning or emphasize the significance of implementation. All employees should unify their thinking, coordinate their actions and work together to ensure the high-quality completion of marketing planning.
Second, analyze the current market environment.
As the saying goes, "knowing people and being good at their duties will win every battle." Operators must have a rational and clear understanding of the market situation, competitive situation and macro environment of the same industry if they want their KTV to stand out from the competition. Only in this way can operators formulate corresponding marketing strategies and adopt correct marketing means. Market environment analysis mainly includes the following aspects:
1. Analyze the market influencing factors.
This paper mainly analyzes the uncontrollable factors that affect the market, such as macro-environment, political environment, and residents' economic situation, such as consumer income level, changes in consumption structure, and consumer psychology. And the influence of the future development trend of entertainment.
2. Analysis of current market situation and market prospect.
(1), market growth, which stage of the market life cycle is currently in. What is the marketing focus of the company in different market stages, the effect of the corresponding marketing strategy, and the influence of demand changes on the future market.
② Actual market and potential market conditions.
(3), consumer acceptance, this content needs to rely on the information already mastered to analyze the current market development prospects, such as market entry risk analysis, market judgment and market growth analysis. There are mainly the following points:
The performance of many KTV is not weak, indicating that the market space is still very large.
The improvement of living standards and the increase of the middle and upper classes indicate its future market growth.
Third, market opportunities and problems analysis
KTV marketing planning is the grasp and application of market opportunities, so analyzing market opportunities becomes the key to marketing planning. Only by finding the right market opportunity, planning is half the battle. Market opportunities and problems analysis mainly includes the following two points:
1. Analyze the advantages and disadvantages according to a certain characteristic of the industry.
Find problems from advantages and overcome them, find opportunities from disadvantages and explore their market potential. Analyze the characteristics of each target market or consumer group, segment the market, try to meet different consumer needs, focus on major consumer groups, find out the gap with competitors, and make good use of market opportunities.
2. Analyze the possible problems of KTV industry in the future, which are manifested in many aspects:
① Improper price positioning.
② The service software is so poor that consumers are not satisfied.
(3) The company is not well-known and has a bad image.
(4) The consumption environment is too bad (for example, there are many fights and the level of customers coming here is too complicated), and consumers are worried.
⑤ Poor hardware, incomplete functions and being left out by consumers.
6. Wrong target market selection.
⑦ The environment is poor, which can't attract consumers' interest.
8. Improper promotion methods make consumers not know their KTV.
Fourth, the marketing objectives
The so-called KTV marketing goal is to realize the economic benefit goals in the process of implementing the KTV marketing planning scheme: room opening rate ×××××, sales volume ×××××, estimated gross profit ××××××, market share ×××, etc.
Verb (abbreviation of verb) KTV marketing strategy
1, the focus of marketing purposes
① Marketing for target consumer groups.
(2) Successfully expand the market with a strong advertising campaign, accurately position, highlight characteristics, and adopt differentiated marketing strategies. (3) Establish a wide range of channels.
2. Market strategy
Through the analysis of market opportunities and problems, reasonable strategic suggestions are put forward to form an effective 4P combination and achieve the best results. ① Packaging: As the first impression to consumers, packaging needs a packaging strategy that can cater to consumers' satisfaction.
② Positioning: The key to market positioning is to find the vacancy in customers' minds and let them start the market quickly.
3. Brand: To form a certain popularity and reputation and establish a well-known brand in the eyes of consumers, we must have a strong sense of brand creation. ④ Quality: Quality is the life of the market. Your own KTV should have a perfect quality assurance system.
⑤ Service: In planning, we should pay attention to the improvement and improvement of service mode and service quality.
3. The universality of price strategy.
(1), based on cost, with similar KTV prices as reference. Make its price more competitive (when the market competition has not yet reached a white-hot state, it is not recommended to adopt a low-price strategy. If price must be used as a marketing advantage, more attention should be paid to the formulation of price strategy).
Give appropriate discounts to long-term customers and encourage them to join the membership.
4. Channel expansion
What is the current channel situation, what are the plans for the expansion of sales channels, and adopt some affordable policies to encourage the enthusiasm of middlemen or formulate appropriate incentive policies.
5, the principle of advertising
(1) Long-term: The individuality of advertising products should not be changed, but should be multifunctional, which will make consumers lack the sense of identity and make regular customers feel strange. Therefore, the same style of advertising should be put in a certain period of time.
(2) Cooperate with periodic promotional activities from time to time, seize the appropriate opportunity, and be timely and flexible, such as major holidays and commemorative activities of the company.
(3) obey the company's overall marketing strategy, at the same time pay attention to establish the company image.
④ Extensive: While choosing diversified advertising media, we should pay attention to the ways with good publicity effect.
Ktv Marketing Management Plan Book 2 Activity Theme:
"HMF bachelor carnival night"
Activity background:
Have you got used to single life on this day every year? Do you feel lonely, lonely and busy, which makes our life very bad? Your melancholy eyes show your yearning for a better life! However, there is nothing you can do. So now there is a good opportunity to release your long-lost passion and give yourself a chance to relax in the "HMF bachelor carnival night". Heavy psychology needs to be released, lonely heart needs comfort from friends, and plain life needs a little excitement and romance. We advocate health, happiness, self-confidence and fashion to make life better! No matter what kind of psychology you hold to look at our activities, please experience them with an open mind first. We will try our best to bring happiness to a beautiful person.
Activity time:
165438+1October1night "6.40- night 1 1 .40"
Location:
KTV (determine the participants before KTV( 10/0, and then determine the venue) slogan: Long live making friends, single and innocent.
Activity cost:
AA system, prepaid 30 yuan
Public goods:
Ballroom masks and shared facilities are rented (you don't need to wear masks yourself).
Activity content:
1, entertainment game
2, sad love song big PK
3. Singles Day highlight "Carnival Night"
Precautions:
1. All personnel must take good care of public goods and compensate for any damage.
2. All activities in the evening should obey the arrangement of the organizer.
3. All violent, vulgar and indecent words and deeds are prohibited, and offenders are cleared on the spot. No mercy.
Registered items:
After registration, we will send the activity process to the participants' mailboxes by email.
Ktv Marketing Management Scheme III. Activity Purpose
Use the Mid-Autumn Festival to carry out promotional activities, publicize new products, stimulate consumption, stimulate sales, prepare for the sales market in the second half of the year, and shape the company's external affinity.
Second, the theme of the event
Drinking with XX * * * ChanJuan
Third, the object of the activity
The main target is "relatives"
Fourth, the activity time
10.3
Verb (abbreviation of verb) activity content
Promote sales by reducing prices.
1, promotion time, buy xx beverage multimedia series and give away a memory card.
2, promotion time, xx series drinks, 10% off sales, no gifts.
Activity promotion
1, drinking in Mid-Autumn Festival and XX * * * Chanjuan
Anyone who buys drinks for relatives can get a coupon for the family photo of XX Studio.
Couples participating in the "soul mate" activities can get two tickets for XX cinema and one for Chanjuan doll.
2. Interactive activities will be held on the same day, and consumers can participate in the lucky draw to answer questions by purchasing small tickets.
First prize: Beijing National Day Tour
Second prize: xx digital camera
Third prize: xxmp3
Note: Answering questions is related to this wine, and besides answering questions, there are also checkpoints such as hands-on operation of the wine, aiming at mobilizing understanding and expanding the influence of this machine.
Promotion of intransitive verbs;
1, newspapers, rolling advertisements of local TV stations, etc.
2. Flyers
3. Display boards and banners outside the store.
Seven. Focus on activities
1. Train employees and clearly explain the gist and requirements of the National Day wine promotion plan to employees.
2. Divide the responsibilities of staff into groups and coordinate and cooperate with each group.
3. Take measures to prevent accidents.
Ktv marketing management plan 4 I. Planning ideas:
Attract consumers' eyes with affordable prices, let prospective consumers strengthen their desire to consume true love, and make effective use of the free time in the afternoon and midnight of the true love shop. Let "our 10+ 1 plan" guide "consumer's 10+ 1 plan" to make plans for people who have no plans.
Second, the purpose of the activity:
Stabilize existing customers, increase new customers, promote the business sales of true love discount KTV rooms and true love bars during the National Day Golden Week, further increase the publicity of bars, make full use of the free time of rooms, and make reasonable and effective use of the existing resources of true love audio-visual branch.
Third, the slogan:
Leisure and entertainment on National Day, true love singing is more affordable. Unlimited singing, capped at 5 1 yuan.
Four. Target audience:
True love for new and old customers of discount KTV.
Verb (abbreviation for verb) Activity time:
20xx65438+1October1-20xx65438+1October 7th.
Location of intransitive verbs:
I really love seeing and hearing two stores. I really love my true colors.
Seven. Theme of the event
20xx true love code 10+ 1 plan.
Eight. Activities:
During the National Day Golden Week, customers who spend money in True Love No.2 Store can participate in the 5 1 yuan unlimited singing activity and the 5 1 yuan value-added package consumption at True Love Lottery Bar.
The programme of activities is as follows:
(1)1June1—1kloc-0/before 20: 00 p.m. on October 7th and after 0: 00 midnight, customers who spend money in two stores of Zhenai can enjoy the discount of singing unlimited times. If the room rate is less than 5 1 yuan, it shall be calculated according to the actual consumption; If it exceeds 5 1 yuan, it will be charged according to 5 1 yuan (excluding luxury bags);
(2) National Day Golden Week housing price concessions, prime time: 20: 00-0: 00, 20% discount; Leisure time: 14: 00-20: 00, 50% off after midnight.
(3) True Love Audio & Video Branch has the final right to interpret this activity.
Ktv Marketing Management Scheme 5 I. Activity Time
February 1- February 14
Second, the venue of the event
Yating KTV
Third, the theme of the event
Declaration of love, happy and romantic Valentine's Day.
Four. Activity content
Customers who visit during 1.2 1-2 14 can fill in a "declaration of love" card and write down their feelings about love. The "declaration card of love" stands for raffle tickets. Only one card is issued per box every day, and there will be a raffle on Valentine's Day.
First prize: 1.
Prizes: "My Favorite" 2 1 rose, and a 300 yuan VIP diamond discount reward card.
Second prize: 2 people
Prizes: "Perfect" 10 rose, and a VIP discount card in 200 yuan.
Third prize: 3 people
Prize: "I love you" 3 roses, VIP discount credit card worth 100 yuan.
2. During the activity, customers can get VIP discount points cards when ordering foreign wine and red wine packages.
Verb (abbreviation of verb) activity details
Activity 1: Declaration of Love
Participants fill in your declaration on the card specially made for you, and we will hold a lucky draw on February 14. And play your love declaration and award-winning list on the big screen of KTV private room.
Activity 2: Wine Promotion
Activities during the Spring Festival: Customers who order wine and red wine packages during the activities will get a VIP credit card.
Wine series:
Remy martin VSOP Package 688 Yuan/piece
Smirno Vodka Package 288 Yuan/piece
Red whisky 12 set meal 398 yuan/bottle
(All the above packages are free of half a dozen soft drinks, 2 snacks, 1 fruit bowl. )
Red wine set series:
98 gold Huaxia package 328 yuan
(Soft drinks and fruit bowls are provided in the above package.)
Beer set meal series: (designed separately)
Buy a dozen and get one free package of Pearl River Beer (free fruit plate, snacks, popcorn)
Buy two dozen, take two dozen, take half a dozen.
Ktv Marketing Management Scheme 6 I. Activity Background:
Double Eleven refers to the annual 165438+ 10/1. Because of its special date, it is also called "Singles' Day". It originated on campus and spread through the Internet and other media. Now it has become a popular festival among young people. In order to let young friends enjoy the carnival of online shopping and have a value-for-money party, Leshan Tong teamed up with Huangzuan KTV to launch the "Double Eleven Free" activity.
Second, the introduction of Huangzuan discount KTV:
Huangzuan discount KTV is located in the downtown area of Leshan, opposite to oriental home, Baiyang West Road, covering an area of more than 3,000 square meters. Combining pioneering concepts such as music culture, service, visual art and dance art, it presents you with a new trend of three-dimensional discount KTV for future aircraft carriers. Brand-new service concept brings you high-quality consumption experience!
3. Address:
No. XXX Huangzuan discount-style KTV on Baiyang West Road, Shizhong District, Leshan City
Fourth, the activity time:
20xx 1 65438+1October 4th-20xx165438+1October1.
Verb (abbreviation of verb) activity rules:
1. Follow WeChat official account's "Leshantong" on WeChat and enter "Muye Zhang" to start registration.
2. Share the activity page obtained after registration to the circle of friends, invite friends to click Share, and increase your strength value by 10 points.
3. You can get 10 points for registering in Leshan Children's Forum and 20 points for posting.
4. The promotion value and ranking can be found in Leshan Tongshuang 1 1 column or mobile phone activity page.
5. The auxiliary time ends at 65438+20xx65438+1October 1 1.
6. Get the top three with the most boost values, and enjoy the value-added singing of 198 yuan in Leshan Huangzuan discount KTV on the same day (all drinks and snacks are included); You can also get the birthday cake blessing of Royal Diamond Discount KTV on your birthday.
Assistance time: 20xx- 1 1-04 to 20xx-11-12: 00.
Come and pay attention to your friends! !
Ktv Marketing Management Plan 7 I. Activity Contents
165438+1October 1 1 Singles' Day, the number of single guests in the box is greater than the number of lovers, and the room rate is preferential 10%.
Second, the operation process
1. Your reception expert will meet you on the first floor. Customers come to spend and confirm their identity. It's the unity of being single. Stick your thumb on your left shoulder as a sign of being single.
2. Your receptionist will explain the customer's consumption, determine the consumption pattern, and guide the customer to pay at the front desk. The front desk staff will check whether the number of singles among customers is greater than the number of couples. If so, the private room fee will be 10% off.
3. After payment, the Commissioner will guide customers to spend money in the supermarket or guide customers to sing in the box.
Third, matters needing attention
1. The purpose of posting the thumb is to distinguish between the number of active singles and the number of people in love, so that the front desk can check out; On the other hand, your receptionist should inform all customers that the customer with the thumb sign is single and can have some interactive activities with them. Because the thumb mark is of great significance, when pasting the thumb mark, the Commissioner should ask the customer whether to take off his coat, and if not, paste it directly on the coat to show his identity.
The company provided a message board on the third floor. Your specialist will introduce the situation to the customers, and ask them to write down their feelings, messages and other contents on the post-it notes and post them on the message board to share with others.
Note: The above activities should be explained in detail to customers by your supervisor.
3. When checking out, the front desk staff will charge the full room rate, and the discount of 1% will be directly recharged to the customer's membership card. If the customer doesn't have a membership card, he can apply for a membership card of Mai Ba Singing Bar for free, and recharge the discount amount into the card. Whether you apply for a free card or recharge the preferential amount, you need the signature of a manager at or above the manager level to take effect.
4. The employees of the company uniformly paste the thumb sign at the designated position to create momentum for Singles Day activities. If you have feelings or leave a message, you can write it on the message board.
Ktv Marketing Management Plan 8 I. Activity Contents
12 On Christmas Eve on February 24th and 25th, xx will organize a "Christmas Lottery". Create an atmosphere and create happiness. Let all customers feel lucky in the coming year and the price increase is worth it. At the same time, let customers talk about the process of winning the lottery, so as to expand the visibility of enterprises and cultivate more consumer groups.
Second, the form of activities
1. When the guests enter the first floor, the security guard plays Santa Claus and hands out small souvenirs (Christmas hats, light sticks, etc.). ).
2. After the customer enters the site, Huang # # and Zhong # # each lead a lottery team, which is composed of etiquette, waiters and Santa Claus, holding 10 red envelopes, and organizing customers' lottery in each private room. Try to ask the leaders and bosses in the customers to draw a lottery. After winning the grand prize, present prizes to the guests, congratulate the customers and publicize the atmosphere loudly;
"Good evening, ladies and gentlemen!
Excuse me. Thank you for coming. Now, please join us in the "Christmas Lucky Draw". I have a 10 red envelope here, with the first prize, the second prize and the third prize respectively. Please choose a representative to draw lots. Good luck!
Third, the prize setting:
First prize (one Supor induction cooker, two rose lights and one big light stick). )
Second prize (one Supor electric kettle, two rose lights and one big light stick). )
Fourth, the site layout:
1, 65438+February 2 1-25, there is an arch in front of the gate, which reads "Christmas Lottery". Arouse customers' interest and promote booking.
2. Decorate the atmosphere of the elevator room on the third floor and post holiday announcements at the entrance.
3. Organizer: department manager.
Verb (abbreviation of verb) Note:
1, cash is not allowed for evening activities on the 24th and 25th.
2. Make a reservation according to the adjusted room reservation, inform the customer of the price, and indicate the contact number of the guest. In principle, it can't be cancelled after 8 o'clock.
3, the winning rate 100%, to ensure that all private guests are happy; Pay attention to keeping secrets from customers and make them feel lucky.
4. The number of prizes should be ready to turn over the table to avoid quarreling about gifts during the activity.