#Planning# Introduction In order to ensure that things or work are carried out in an orderly and effective manner, you are usually required to formulate a plan in advance. A good plan will definitely focus on the participation and interactivity of the audience. The following is a compiled supermarket marketing plan, welcome to read!
1. Supermarket marketing planning plan
1. Purpose of the event
1. To mobilize the brand competitiveness and influence of Trust-Mart.
2. Establish the trustworthy and authoritative position of Trust-Mart shopping mall in the industry.
3. Showcase Trust-Mart’s novel and unique cultural charm.
2. Event organizing concept
Based in Duyun, looking at the whole country, the era of working behind closed doors and not being afraid of the dark alleys has passed. The only way is to show yourself out and create the company's own reputation. , let the public understand what the company is doing, so that it can be accepted by the public. Promoting itself has become an indispensable marketing tool for enterprises today. As a good partner, Qiannan TV Station is ready to provide 360-degree services for Trust-Mart Shopping Plaza, work with many people to create a bright future for the design and operation of Trust-Mart Shopping Plaza, and set a unique model for the retail industry in Chengdu. Based on the mutual understanding of mutual trust and mutual assistance, a good opportunity and platform are presented in front of each other. We will use the event of the reinstallation celebration as a plank to secretly enhance the "Trust-Mart" brand.
3. Activity content
As a supermarket, personal connections and geographical location are its main advantages, that is, the concept of “time, location, and people”. Regarding the current retail industry, Chinese consumers are disloyal and "profit-only". So what do we use to retain the hearts of consumers? The most effective way is to establish a brand channel. The core content of brand building cannot go beyond the unique corporate culture and business philosophy. With the extension of this connotation, the brand will be unique. Based on this understanding, we used the renovation celebration of Trust-Mart shopping mall as a marketing tool to quickly enhance the brand and expand influence and popularity.
Activity plan:
1. Operation Golden Idea
Supermarket management pursues the gathering of popularity and pursues consumers’ feeling of intimacy with the supermarket. Therefore, this activity should be consumer-centered, fully focus on consumers, communicate effectively with consumers as much as possible, and allow consumers to actively participate in the activity through various channels, so as to increase the popularity of Trust-Mart shopping malls. Affinity. We have implemented this activity before the celebration, using TV media and other means to inform consumers, so that consumers can communicate with us (text messages, phone calls, or email), and after review, gold, silver, and bronze ideas will be selected. You will have a chance to get great value gifts.
2. Tongshengyuan
On the day of the reinstallation celebration, consumers whose birthday falls on the first day of the month can receive a free membership card and gifts (cake) with their ID cards. ) one serving. All babies born on x, month x, 20xx will be given a generous gift by Haoyuduo Shopping Mall, and will be awarded the title of "Lifetime Honorary Customer" and relevant certificates. "Lifetime Honorary Customers" can enjoy discounts with evaluation certificates when purchasing in Hao Trust-Mart shopping malls.
3. Crazy shopping day, good gifts are constantly given
Within a few days before and after the celebration day (the specific time is determined by Trust-Mart), anyone who spends more than 68 yuan in a Trust-Mart shopping mall will receive You can participate in the lucky draw with a small ticket that can be evaluated, and you will get one lottery ticket. If you spend 168 or more, you can have two lucky draw opportunities. For every additional RMB 100 spent, you will get one more lucky draw opportunity.
Prize settings:
First prize: 2 large appliances or value-for-money gift packages (worth more than 500 yuan)
Second prize: 4 small children Home appliances or gift bags (worth 200 to 500 yuan)
Third prize: 4 gift bags (worth 50 to 200 yuan)
Commemorative awards: several
4. Opening Ribbon Cutting Activities
The new store has a new atmosphere. On the day of the celebration, leaders of relevant departments in Duyun City are invited to conduct ribbon cutting activities. The ribbon cutting activities are lively and vigorous, which can not only bring joy to the enterprise itself, but also make people happy. People feel auspicious and wishful thinking. The most important thing is that by cutting the ribbon, you can take the opportunity of your own activities to inform all walks of life about your "strong comeback", so as to attract the attention of people from all walks of life to the company.
5. Trust-Mart’s People’s Talent Stage
This activity is the focus of this series of activities and is tentatively planned to be held at the People’s Square of Duyun City. The People’s Square provides a platform for the general public of Duyun City. It is a gathering place for leisure and entertainment, with a large flow of people and a huge number of people stopping to watch. On the day of the celebration, a stage belonging to the common people will be opened in People's Square.
Participants: Participants are regardless of age or gender, as long as they have talents and unique skills, they can participate, both individuals and groups.
Activity forms: singing, dancing, musical instruments, unique skills, etc., no limit to the form. If you go on stage, you will have the chance to win a shopping coupon from a Trust-Mart shopping mall (the specific prize will be determined by the Trust-Mart shopping mall). The face values ??vary. The longer the performance on the stage, the higher the face value. The activity time is about two hours.
Activity rules: The value of the prizes that participants receive depends on the performance time of the participants on stage. The performance time is determined by the judges. The longer the time, the higher the value of the prizes. The performance time does not exceed 40 seconds. received a pack of paper towels and other low-value encouragement prizes. Prizes are available for sponsorship within the supermarket.
Registration location: Trade-in counter at Trust-Mart supermarket service desk
Pre-event preparation:
1. Time:
2. Location: Beijing Yun City People's Square (tentative)
3. Sound and stage design
The city's song and dance troupe will be invited to provide guidance on sound and stage design, striving to provide a high-level and distinctive event.
Schedule of preparations for the event
Omitted
IV. Media promotion
During the event, we will use television as the mainstream media Carry out all-round publicity and reporting. The two old programs of Qiannan TV, "12 Online" and "Variety Show Grandstand", will join forces and work together to create a grand festival for the people of Duyun City and the Trust-Mart Shopping Plaza.
1. During the Golden Idea Operation, Tongshengyuan, Crazy Shopping Day, constant gift giving, and the opening ribbon-cutting event, Qiannan TV’s ace column "12 Online" will conduct preliminary publicity and carry out event content News reports or video recordings.
2. In the event of "Trut-Mart Common People's Talent Stage", the "12 Online" column of Qiannan TV Station will conduct preliminary publicity of the event in the form of news to add fuel to the publicity of the event. . During the event, Qiannan TV Station will provide a professional camera team to record the event. After the event, it will be packaged and replayed, and video CDs will be produced and presented as gifts for data storage.
5. Activity effect
Estimated effect of the activity: Through the launch of this activity, the image and taste of Trust-Mart shopping mall in the minds of the people will be greatly improved, and effects that hard advertisements cannot achieve will be achieved. . Getting rich through business is for the benefit of the people, especially for Trust-Mart's common people's talents. First, it satisfies the spiritual and cultural life of the people. In today's society, what the public pursues is not only material satisfaction, but also spiritual enjoyment. This The development of an event is more about giving people a platform to show themselves, which also brings the company's local visibility. This is not the publicity effect that hard advertising can bring.
The most typical example is the brand Honghualangjiu, which firmly grasps the Spring Festival Gala, the richest cultural feast for Chinese people, and ultimately makes it deeply rooted in the hearts of the people; secondly, improve the corporate image and taste, and a good corporate image, It can not only expand the company's popularity and increase consumers' favor and confidence, but also gain the trust of consumers and create a good consumer psychology for the company's goods and services. All in all, the implementation of activities will definitely bring about a sharp improvement in the image and taste of the company, as well as a great publicity effect, and bring professional benefits to the company.
2. Supermarket marketing planning plan
1. Activity theme:
Improve xxxxxx brand image and increase sales.
2. Event time:
Starts on December 1, 2020.
3. Event location:
All stores of xxxxxx supermarket 4.
IV. Point content:
xxxxxx Supermarket will fully upgrade its membership card system from December 1, 2009. Based on the principle of giving priority to the interests of customers, xxxxxx Supermarket will Implement a membership card points exchange system.
1. When customers apply for membership, they must have relevant documents (such as ID card/copy of ID card, etc.), fill in the "xxxxxx Supermarket Membership Application Form" in detail, and pay a processing fee of 5 yuan before processing.
2. The processing methods are divided into: individual processing and unit collective processing. A discount of RMB 20 is provided for group processing.
3. If members purchase from individuals or organizations in the form of group purchases, they cannot enjoy membership rights.
4. Customers who spend 288 yuan or more at one time can apply for a membership card for free.
5. The membership card is valid for two years. If the customer's membership card expires or is lost, when applying for a replacement, the original membership card or "Customer Retention Coupon" will be provided. The replacement fee is 2 yuan. The original membership card will be invalidated at the same time.
6. The original membership card points will be switched at a ratio of 10 to 1, and the membership point gifts will be redeemed from the 1st to the 4th of each month.
5. Points method:
There are eight levels for exchanging member points for gifts. The gift fee is calculated based on the ratio of 0.6 of the marketing fee. The levels are as follows:
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First-level gifts (80 points): 5 yuan worth of goods
Second-level gifts (100 points): xxxx yuan worth of goods
Third-level good Gift (200 points): Goods with the same value of xxxx yuan
Level four gifts (600 points): Goods with the same value as xxxx yuan
Level five gifts (800 points): xxxx yuan Goods of equal value
Level 6 gifts (1200 points): xxxx yuan worth of goods
Level 7 gifts (2500 points): goods of equal value 250 yuan
Eight-level gifts (8000 points): 800 yuan worth of goods
VI. Implementation points:
1. Each branch determines the gift exchange products based on the points method. The range of products for each level of points gifts is (within 1--10 items).
2. Each store uses posters to exchange points for gifts at the entrance and exit of the mall to ensure publicity.
3. The gifts exchanged for member points must be in place before redemption. The products during redemption must be listed at the entrance of the mall, and the display of gifts must be large and beautiful.
4. One person is responsible for the redemption of point gifts. The person in charge of redemption must have a sincere service attitude, make full use of the six service terms, and do a good job in explanation.
5. During the implementation, the marketing department of each branch will provide guidance and supervision to the shopping malls under its jurisdiction.
VII. Membership card changes, explain the content of the work:
(1) Explain the future uses of the membership card. These uses include: enjoying points, redeeming gifts, and regularly participating in the membership card number. Lucky draw activities, enjoy preferential treatment from membership card association units, etc.
(2) Customers who have registered for a membership card can still use it if the membership card has not expired, but the points will be reset to zero.
(3) Emphasize that the price of the product is very low, and any consumer can enjoy affordable or even lower-priced products.
(4) It shows that our supermarket pays more attention to the quality of goods while adjusting prices.
(5) If feasible, customers with membership cards can be allowed to report within 15 days if they are not satisfied with the purchased products (which products need to be specified) or if the products have quality problems. Returns and exchanges, while other consumers generally only have 7 days.
(6) Permanent membership: means that when a customer reaches 8,000 points and comes to the mall to exchange for this gift, he becomes a member of xxxxxx supermarket, and in the future annual membership card replacement process, he does not need to If you pay the application fee of 2 yuan, you will be a permanent member, and we will keep a separate record of the permanent member's information.
8. Poster writing format suggestions:
Get a membership card and get lots of points as gifts
Dear customers and friends: xxxxxx supermarket will start from December 1, 2009 , the membership card system will be fully upgraded. Based on the principle of giving priority to the interests of customers, xxxxxx supermarket implements a membership card points exchange system.
If you are a card member of xxxxxx Supermarket, when you have a certain amount of points, you will get unexpected gifts. xxxxxx Supermarket will bring you "the same consumption, but a different experience." If you haven't joined our membership yet, do it quickly!
3. Supermarket marketing planning plan
1. Purpose of the event:
The fifth day of the fifth lunar month is a traditional Chinese festival - the Dragon Boat Festival, to celebrate the Dragon Boat Festival Festival, commemorating Qu Yuan and preserving folk traditions, we specially organize a number of promotional activities to celebrate the Dragon Boat Festival, using this activity to achieve the purpose of "edutainment and entertainment"; and give back to customers, hoping to increase the supermarket's popularity, attract crowds, and provide customers with a The warm shopping place and increased turnover on event days allow customers to experience an unforgettable Dragon Boat Festival.
2. Activity time:
June X-X, xxxx year
3. Activity theme:
Beautiful Dragon Boat Festival Zongzi, get free with shopping
4. Promotional methods:
1. "Dragon Boat Festival Beautiful Zongzi, get free with every purchase" activity
Activity content: Anyone in During the Dragon Boat Festival, if you make a one-time purchase of 38 yuan in our supermarket, you can go to the service center with your computer receipt to receive a beautiful rice dumpling for free. Each store is limited to 200 rice dumplings. The quantity is limited and while supplies last.
2. Product Special Sale
During the promotion period, rice dumplings and other festival-related products (such as rice wine, frozen food, beverages and other food, transparent soap, body wash, insecticidal water, Mosquito coils and other supplies) are on sale at special prices.
3. "XXX Zong Guessing, Super Affordable Price"
1) Event Time:
June X - X
2) Activity content:
Any customer who makes a one-time purchase of 18 yuan or more in the supermarket during the promotion period from June .
3) Activity method:
Set up a promotion stand at the entrance of the supermarket or next to the freezer to sell rice dumplings from manufacturers that do not have prices or are difficult to distinguish, so that customers can choose the brand and price of rice dumplings. Unexpectedly, the price of the product confirmed by the purchasing department must be quite low, and it is sold to customers at an unexpected price, so that customers can feel the real benefits and lay the foundation for the next step of sales after the holiday.
4. "Dragon Boat Festival in May, stimulate the rice dumpling making competition"
Operation steps: The purchasing department negotiates the rice dumpling materials - materials are in place - event promotion - organize the competition.
Participation prize: get the rice dumplings made by yourself, the more you make, the more you get.
5. Related publicity
1. Flyer publicity: 40,000 copies of the first and second leaflets each, and 40,000 copies of the third leaflet, with an average of 1,800 copies per store.
2. Off-site posters and on-site broadcast promotion.
6. Expense Budget
1. "Dragon Boat Festival Beautiful Rice Dumplings, free with purchase" activity: limited to 200 beautiful rice dumplings for 3 days.
2. "xx Guess the Pretty Rice Dumplings, Super Flat Price" activity: (the quantity and price are determined by the sponsor's promotion in each store).
3. "May Dragon Boat Festival, xx Rice Dumpling Contest" activity: 100 kilograms of rice dumplings in bulk.
Other expenses:
Decoration, balloons, banners, themed display accessories, an average of 300 yuan per store.
Total promotion cost: approximately 8,600 yuan.
4. Supermarket marketing plan
1. Purpose of the event
1. Take the "new semester" as an opportunity to further promote the overall image of the campus supermarket and improve The credibility and reputation of campus supermarkets in the minds of students.
2. Use the "new semester" to stimulate consumer groups, attract target consumer groups and potential consumer groups, maximize sales, and achieve sales growth.
2. Target audience
All college students and residents of surrounding communities
3. Time and place of the event
Time: 20xx March 1st - March 10th, 20xx
Location: In the campus supermarket
IV. Activity theme
“Enjoy ultra-low prices, new products 5. Activity method
1. During the activity, the first 100 customers who go to the supermarket every 3 days will receive a bottle of Master Kong drink, and the one-time consumption of 58 If you spend 78 yuan, you can get a free hand cream; if you spend 78 yuan, you can get a free cup; if you spend 98 yuan, you can get a high-end mouse; if you spend 108 yuan, you can participate in the "Shopping Lucky Draw" for free: special prize: digital SLR camera (1 first prize: a supermarket shopping card worth 500 yuan (3 winners); second prize: a large plush toy worth 200 yuan (5 winners); third prize: a high-end towel (20 winners).
2. Price promotion. During the event, daily necessities will be discounted at 30%, and food items will be discounted at 20%.
3. Purchase and sell branded cosmetics and pajamas as promotional items on March 3rd and 4th.
4. Limited purchase, set the bagged paper towels and laundry detergent as limited purchase products. Since the price is cheap, each person is limited to 2 pieces.
6. Advertising cooperation methods
1. Hang a large banner at the event site to highlight the theme of the event, and set up an event information desk.
2. Arrange personnel to post posters about supermarket promotions on campus display boards and dormitories.
3. Arrange staff to distribute leaflets on the only way students go to and from get out of class.
4. Place promotional advertisements in the school’s campus journals or newspapers.
7. Preparation
Personnel arrangement:
(1) Arrange a sufficient number of service personnel and wear work cards or ribbons to facilitate identification and guidance of services. .
(2) There must be a certain number of order maintenance personnel on site.
(3) On-site consulting personnel and sales personnel must have a clear division of labor and cooperate with each other.
(4) Emergency personnel (generally held by leaders, if there is interference from government functional departments, etc., they should be dealt with in a timely manner).
Material arrangements: Prepare all products participating in the promotion before February 26.
Personnel training: Provide training to on-site consultants and sales staff, and strive to build a team that is more effective in all aspects.
8. Mid-term operations
1. The staff should be the first to arrive at the scene and get into their positions.
2. Publicity personnel distribute leaflets, introduce activities and products, and guide customers to enter the supermarket.
3. Master the rhythm of activities, maintain order on site and prevent looting and other accidents to avoid negative effects.
4. Sales staff prepare sales matters and introduce sales products.
5. The gifts should not be distributed too early or too late within the specified time. Please register personal information and sign when distributing.
6. Clean up the scene at the end and keep recyclable items for later use.
9. Later continuation
1. A summary meeting should be held after the event, such as the sales volume of this event, implementation effectiveness, consumer evaluation and response overview, etc.; analyze the results of the event Strengths and shortcomings, summarizing successes and learning from shortcomings. Only by continuous summarization can we develop better.
2. Track and report on activities, terminal construction, terminal delivery and advertising adjustments, and filing of summary reports.
10. Cost budget
1. 1,000 yuan for event site banners, information desks, posters, and on-site decorations.
2. Printing of event flyers costs 1,000 yuan.
3. 500 yuan for advertisement in campus journals or newspapers.
4. The staff who distribute flyers will distribute them before the event, 300 yuan.
5. (1) Gifts: 400 hand creams, 2,000 yuan; 200 exquisite sets, 3,000 yuan; 100 high-end mice, 3,000 yuan.
(2) Prizes: 1,000 yuan digital SLR camera; 3 shopping cards, 1,500 yuan; 5 large plush toys, 1,000 yuan; 20 high-end towels, 400 yuan.
6. 300 bottles of Master Kong drinks, 750 yuan.
Total cost: about 15,450 yuan
11. Accident prevention
1. If promotional products are out of stock, substitute them with other products as soon as possible to avoid Unnecessary chaos;
2. If there is chaos such as crazy looting, do a good job in clearing it up, and arrange a certain number of security personnel if necessary;
3. Do a good job in various aspects Take preventive measures against accidents and maintain order at the scene;
4. Make arrangements for emergency personnel, and contact the public security and security guards to request support when necessary.
, using a series of promotional methods, is expected to produce satisfactory results.
5. Supermarket marketing planning plan
1. Activity theme: Warmly celebrate the seventh anniversary of the establishment of ** Supermarket
2. Activity time: March 5, 20xx -April 1, 20xx
3. Purpose of the event:
1. Taking the seventh anniversary of the company as an opportunity, we will further promote the overall image of the company by planning a series of activities. The company's visibility and reputation among customers and suppliers.
2. Take Women’s Day, March 15th Consumer Rights Day, and the company’s seventh anniversary as opportunities to stimulate consumer groups, attract target consumer groups and potential consumer groups, and maximize sales.
3. Deepen the mutual understanding and emotional communication between xx Super Plaza and consumers by planning a series of activities.
4. Expand the company’s visibility and further establish the social image of “caring for community residents and building a warm home”.
IV. Target audience: customers, employees and suppliers
V. Campaign slogan:
a. Targeted slogan:
1. Warmly celebrate the seventh anniversary of the establishment of Shenzhen ** Company!
2. Warmly celebrate the seventh anniversary of the establishment of ** Supermarket!
3. ** Si Qingle is in the "seven"
4. Sincere companionship for seven years, true service will last forever!
5. We will work harder to serve **!
6. Celebrate the seventh anniversary with a sincere gift.
7. We will give you tens of millions of gifts on the seventh anniversary of our journey together.
8. **Supermarket wishes all female friends a happy holiday! (Celebrating Women’s Day on March 8th)
9. National action to care for women (Celebrating Women’s Day on March 8th).
10. "3.15" (Consumer Rights Day) every day xx.
b. The company’s commonly used image slogans:
1. Love is sincere, family and even relatives.
2. Quality, service, value for money!
3. Caring for community residents and building a warm home.
4. XX quality service project in XX.
6. Activity measures:
1. Store layout:
a. Off-site layout:
1) Large and huge: Each branch is contacted and produced based on the actual size of the property, and the content contains information on various theme promotions.
2) Small banners: The content is congratulations from well-known companies; for example: PepsiCo wishes ** the seventh anniversary of its founding. (Ask the purchasing department to send the supplier list to the marketing department in advance)
3) Inkjet printing: mainly announce all the contents of various theme promotion activities, convey event information and attract customers.
4) Window glass: Rationally arrange the window glass to increase the festive atmosphere of the company’s seventh anniversary.
b. On-site layout:
1) Flag paper: Design and produce a hanging flag paper with the theme of the company's seventh anniversary to enhance the atmosphere of the store and beautify the shopping environment.
2) Store celebration banner: Hang the banner "Warmly celebrating the seventh anniversary of the establishment of ** Company" in the middle of the door.
3) Cashier counter and entrance: Produce corresponding corporate image slogans and various theme activities.
4) Handmade flag paper: In a conspicuous area of ??the store, make handmade flag paper with various themes for promotional content.
5) Lanterns (latte art): Set off the atmosphere.
6) According to the actual situation of the store, appropriately design and produce a series of advertising billboards to beautify the store and convey information.
2. Media promotion:
1) Poster issue 3:
Issue 1: "March 8" Women's Day hand gestures: 2p (February 27 Day-March 8).
The second issue: The company’s seventh anniversary hand sign: (March 5th-March 18th) 8p90 single products.
The third issue: The company’s seventh anniversary handshake: (March 19th-April 1st) 8p90 single products.
Mainly in the form of special discounts and gift packages.
2) On-site broadcast: Rolling promotion of corporate culture, introduction of special product information and promotional activities, on-site stimulation of customers' attention and enthusiasm for participation, influencing customer purchasing behavior, and increasing sales.
3) Personnel advertising: All personnel must fully understand the promotional activities carried out and do a good job of explaining the activities to each customer.
4) TV and newspaper advertisements:
3. Promotional activities:
Whenever spring comes, we will celebrate the company’s anniversary. "In a blink of an eye", the company has gone through seven years in the big waves. Looking back on the past, we have always taken "quality, service, value for money" as our business philosophy, satisfying every customer, and at the same time getting every customer unanimously recognized, looking to the future, we always believe that we will think more and do better for you. To thank you for your continued support and love for ** Supermarket
On this occasion of celebrating the seventh anniversary of the On the occasion of the anniversary, our mall specially organizes various preferential activities for you, ensuring that you will continue to be surprised, enjoy the "Seven", come happy, and leave satisfied!