Reference template model of 20 18 spring festival promotion scheme

Reference template model of 20 18 spring festival promotion scheme

One-time planning: the eighth day of the twelfth lunar month-the fourteenth Laba Festival of the twelfth lunar month, happy new year's goods, early buying and early benefiting.

The fifteenth day of the twelfth lunar month-the 24th of the twelfth lunar month, celebrate the New Year, celebrate the New Year.

The 25th day of the twelfth lunar month-the wonderful appearance of the gift on New Year's Eve.

The first day of the Spring Festival-the sixth day of the Year of the Sheep is the most dazzling gift, more luck and more money.

Festival and background: 65438+1October 27th Laba Festival, December 35th, February 1 1,

New Year's Eve on February 18, and Spring Festival holiday on February 19 -24.

The Lunar New Year is about to kick off, and the business peak of the year is coming. By combining goods, customs and market demand. The products of shopping malls are integrated, and some festival activities are linked, which will stimulate consumers' attention and trust and promote the improvement of performance.

Sales focus and promotion activities: From New Year's Day activities to after the Spring Festival, different promotion focus and themes should be formulated in sections to perfectly combine popularity with commodity marketing.

The first step, after New Year's Day, we should immediately enter the atmosphere of decorating the New Year's Day. At the first time, we should hang big lanterns and install Spring Festival decorations one after another. When we enter Laba Festival, we will start playing music, such as New Year's Eve. During this period, the focus of promotional goods can be put on the inventory cleaning of Christmas and New Year's Day, and the procurement will cooperate with the negotiation of some activities such as buying gifts for single products, discounting single products and combined sales.

The second step, 1/25-2/2, celebrates the new year's goods on Laba Festival, and benefits from buying early.

65438+1Before the Laba Festival on October 27th, all the decorations for the Spring Festival, street decorations for new year's goods and merchandise display atmosphere were created. This time period is very important for the sales of the New Year Festival and the image of the store, so as to ensure the image of low price to attract passengers and make customers feel that they can buy cheap New Year goods here.

1. During this period, non-food and small department stores mainly used cold-proof and warm-keeping, washing, cleaning and skin-care paper products, supplemented by kitchen supplies;

2, the new year's goods start fresh introduction: rice, noodles, miscellaneous grains, oil, fresh meat, wax products, condiments, bulk dry goods, north and south dry goods and other single products platter;

3. Establish an annual group purchase manual to guide the external group purchase of gift boxes and spree such as drinks, meat and dried fruits.

Public relations activities: sweet redemption and saving money in the new season

65438+1October 25th-February 1 1, after one-time shopping in 58 yuan, you can go to the activity area to participate in the sweet exchange activities, and each person can exchange up to 2 fine products per ticket until the fine products are limited!

Add 1 yuan for a commodity worth 3 yuan xx.

Add 5 yuan and exchange 8 yuan for a commodity worth xx.

Goods with a value of 15 yuan xx plus 10 yuan.

Goods with the value of 25 yuan xx plus 15 yuan.

20 yuan traded 40 yuan for a commodity worth xx.

The specific redemption goods are to be determined!

3.2/3-2/ 1 1 bid farewell to the old and welcome in the new.

From the fifteenth day of the twelfth lunar month to the 24th of the twelfth lunar month, it is the time for traditional customs to bid farewell to the old and welcome the new, mainly focusing on household environmental cleaning products, household necessities, bedding and clothing. Gift boxes and large packaged foods began to be displayed and promoted in large quantities, and group buying tips were everywhere.

Public relations activities: New Year's gift in full (February 3-February 14)

One-time shopping over 398 yuan, send new year's goods 15 yuan;

One-time shopping over 698 yuan, send a new year's goods to 20 yuan;

One-time shopping over 998 yuan, send a new year's goods to 30 yuan;

One-time shopping over 1598 yuan, send a new year's goods to 50 yuan;

4.2/ 12-2/ 18 wonderful new year gift debut

This period of time is the best and last purchase before the year, and it is the peak period for the company's welfare and New Year's Day to prepare gifts for relatives and friends. Therefore, at this stage, food is the mainstay, especially gift boxes and large packages, for large-scale display and publicity. Bottled drinks, bulk dried fruits, candy, dry goods, biscuits, drinks, gift boxes, etc. It has been sold since Laba Festival, and now it is sold in large quantities during the main promotion period. After a short period, the price ratio became even more shocking, until February 18 New Year's Eve, and the low price ended on the sixth day of the first month (February 24). Alcoholic commodities can be extended to the year after or during the hot period, while dealing with the inventory before the year. Valentine's Day is included in this time period, and couples' supplies and new spring products are also the main promotional items. Small department store fruit bowls, fruit baskets, children's toys, red series and other auxiliary sales.

Public relations activities:

1, Valentine's Day interactive activities: February 14, Valentine's Day series activities attract couples to participate and increase popularity.

(1) Love makes us know each other: n contestants each represent a number 1-N, the host says a number, and two or three people walk together quickly. After addition, subtraction, multiplication and division, the number represented coincides with the number said by the host, and the winning team remains until the last two become champions.

(2) Love makes us hug: within the specified time, the couple who catches the most balloons with their bodies wins.

(3) Love brings us together: lovers race leggings, and the one who takes the shortest time wins.

(4) Love makes us feel the same: a gesture, a guess.

2. Wealth enters every family.

During the activity, you can get a pair of New Year's greetings by shopping all over 38 yuan at one time. Each person can only get one pair of tickets, the number is limited, while stocks last!

The most dazzling gifts of the Year of the Sheep are more luck and more money.

With the popularity and convenience of business, some customers who have not bought or bought in small quantities begin to buy when visiting relatives and friends after the new year, which is still a small high tide period of courtesy goods. Just take the opportunity to clean up the inventory and pour some gift boxes, which can also arouse the enthusiasm of customers. At this stage, some seasonal commodities in winter (clothing, small household appliances, etc. ) it should sell well, and at the same time, we should promote the new products in spring.

Public relations activities:

1, the most dazzling gift of the new year, a red envelope.

On the first and second days of the Lunar New Year, the first 88 customers will be given "Congratulations on Getting Rich" as soon as they enter the store, and 5 yuan/10 yuan /20 yuan will give them a large amount of cash on a first-come-first-served basis!

2, good luck in the New Year, shopping lottery.

From February 19 -24, you can participate in the lucky draw by purchasing the full amount.

Purpose The Spring Festival is a traditional festival of the Chinese nation, symbolizing the farewell of the old year and the welcome of the new year.

The traditional custom of China people is to buy new year's goods, get together with family members and visit relatives and friends. Retail, catering and other industries are bound to usher in the peak period of consumption, which is also the peak period of promotion activities, and it is also the best time for us to promote industry sales and display brand promotion through Spring Festival promotion activities.

Second, the theme of the event won in the spring, conveying people's hearts, and there were countless surprises.

Three. Scope of activities and product introduction activities:

Product introduction of all goods (except accessories) in the store:

Mason's fabrics are dense and light in texture, smooth and soft in hand, soft in luster, good in strength, good in wear resistance, free from moth and mildew. Gorgeous colors, youthful breath, fashionable design, reasonable tailoring, people-friendly prices and many other characteristics.

Fourth, activity planning.

(1) Activity time: xx.02.10—xx.02.25.

(2) Location: Mason Fengjie Store

(3) Purpose of the activity: The purpose of this promotion activity is to digest the company's current overstocked inventory, help end customers sell Samma clothing quickly, improve consumers' awareness of Samma clothing brand and their goodwill and loyalty to Samma brand, and make preliminary preparations for the upcoming Samma clothing new products.

(4) Main activities and processes:

From now on, customers who come to Mason Store can enjoy 10% discount for 200 yuan, 8.5% discount for 300 yuan, 20% discount for 500 yuan, 7.5% discount for 700 yuan, 6.5% discount for more than 888 yuan or Mason vip card (be careful not to discount or send cards), and 6.5% discount can be added when shopping over 1000 yuan.

In addition, customers who purchase more than 499 yuan can also participate in a lucky draw. 100% winning rate, surprises are waiting for you.

Prizes:

Grand prize: a 999 yuan shopping voucher (1) First prize: 499 yuan shopping voucher (5) Second prize: 399 yuan shopping voucher (8) Third prize: 299 yuan shopping voucher (10) Fourth prize: 199 yuan shopping voucher. Performed by temporary workers and local radio and television bureau.

During the activity, the sales staff of each specialty store will promote the sales.

Verb (abbreviation for verb) activity budget:

Basic expenses: advertising expenses, leaflet printing, various publicity expenses, temporary workers' wages and overtime pay, prizes, etc. It is estimated that the expenses during this month's promotion period will be around 40,000 yuan, and all kinds of emergency expenses will be 1 10,000 yuan, a * * * 50,000 yuan.

The effect of intransitive verbs is estimated. Through this promotion, the sales output and market share have been improved this month. What is the estimated sales this month? It will reach 140% of the average monthly sales, and at the same time greatly enhance the influence of Mason brand, so that more consumers can trust Mason.

The Spring Festival is the annual sales peak and the busiest time for supermarkets all year round. In order to make stores concentrate on the sales war this Spring Festival, this year's Spring Festival will take commodity combination sales as the main promotion method, supplemented by appropriate promotion activities to guide consumption and tap potential consumption, and at the same time pay attention to group purchase promotion, hoping to tap the market potential as much as possible outside the normal sales channels, cater to customers' shopping psychology (bulk shopping, one-stop shopping) and reflect us.

1 10 The activities at this stage are in the form of a combination of group purchase of goods with outstanding characteristics and other special offers, with goods as the protagonist of the activities and tapping the consumption power during the pre-holiday period.

The activities mainly focus on group purchase of special commodities, with dm as the main embodiment, attracting units to buy collectively in advance, and giving away membership cards is mainly to attract new customers from stores outside the city, tap and cultivate new consumer groups for * * years, and also hope to attract potential consumer groups interested in our members.

Theme: Fodor is full of spring.

1, special group purchase goods dm

I. Specifications: 80 pieces of small 8k, 4p and * * *; Gourmet: 40 Department Store: 30 Fresh Food: 10.

B. Require the average price of all group-buying products to drop by 25%;

C. Commodity selection requires the purchase of commodities or categories that have been in great demand during the Spring Festival over the years.

2, enjoy the premise of group purchase price: one-time group purchase is within 500 yuan, that is, you can buy it at a special price on the dm group purchase special edition;

3. Auxiliary decoration: make a group purchase commodity identification card, and prominently prompt the purchase.

4. Operating rules: All group purchases are not subject to price adjustment. When a group purchase occurs, please ask the store group buyer to adjust the price manually according to the dm price;

5. Out-of-town store activities: you will get a 15 membership card when you shop in 500 yuan at one time, and you can only get a 1 card for a single sale;

6. Require suppliers who participate in the group purchase version of the goods to provide gift measures for bulk purchase, integrate supplier activities, and reflect the preferential nature of the group purchase version.

Theme: Spring Festival * * snapped up the first stop.

Time: * * * *-* * (* * * New Year's Day, 2. 14 Valentine's Day)

* * * Due to the particularity of the Spring Festival, the planning of retail activities focuses on attracting sales points through the combination recommendation of dm products, and promoting sales by reminding customers of their purchasing needs and inducing their purchasing desires.

Appropriate coordination with exciting activities, combined with storefront publicity, decoration and other ways to render a strong shopping atmosphere at the end of the year. At the same time, the post-holiday effect and the cooperation of Valentine's Day activities are comprehensively considered to realize the completeness and comprehensiveness of the planned activities.

1, product mix and dm requirements

Dm specification: 8k small, 20 pieces, more than 400 pieces.

B. Gift theme: The main commodities in table 1 are tonics (including North and South goods), gift wine, toys, household goods and small household appliances. ...

This part of the goods needs the support of the supplier's promotional activities.

C. Food theme: delicacies and delicacies are delivered together, mainly for new year's goods, and all kinds of gifts, dry goods, snack foods, cereals, oils and flour products, beverages, alcohol, snack foods and sweets are integrated.

Department store: new bedding, clothing, clothing accessories and household items that open the door to welcome guests. ...

Fresh: delicious China New Year condiments, fresh Japanese cuisine, cold cuts, cooked food and vegetables. ...

F, classified layout theme: This winter is not too cold.

1. Red series: clothes and trousers in red in the animal year, and decorations featured in the Spring Festival, mainly some Spring Festival couplets, couplets, blessings and red envelopes;

Two. Fire series: hot pot, hot pot material, seasoning.

Three. Heating series: bedding, underwear, heating appliances.

G. Valentine's Day theme: products recommended by Jane Eyre on Valentine's Day. Considering that these products may be duplicated with the products recommended by the Spring Festival, it is suggested that dm typesetting can mark special marks on related products that can be used as Valentine's Day features to represent the products recommended by Valentine's Day.

H, long vacation consumes materials, * * for your consideration-a big collection of people's livelihood products. This activity is mainly to promote the sales of people's livelihood products after the holiday and stimulate people's new round of purchase demand after the long holiday. You can use simple words combined with recommended products to remind them to buy, use warm tips to promote demand and purchase, and at the same time strengthen the image of the store "thinking for you".

2. The fact that the one-dollar storm snapped up quickly proves that although price competition is the lowest level of competition, it is the most effective means to attack and weaken other supermarkets, and it is also the most direct and powerful competitive means to increase market share. In this special festival, Spring Festival, people's demand for all kinds of goods has reached a peak, so the design activities take buying big and giving small (buying gifts and sending condiments) as the main means to stimulate consumption.

The time consideration is mainly because the time around the university is busy, and I hope this activity can divert customers in time, achieve sales balance and effectively avoid sales losses.

This activity needs the support of the business administration department, and about 200,000 yuan is deducted from the supplier as the activity fee.

A. Time: * * *-* * * *

B. Activity content: You can participate in the "one-dollar storm quick snap-up" activity when you buy health care products and wine gift boxes in this supermarket for 100 yuan; Buy any of the following commodities at a price of one yuan with the shopping receipt that meets the participation conditions on that day: soy sauce 1 bottle, monosodium glutamate 1 bag, 2 bottles of balsamic vinegar, 4 bags of salt and 2 cans of Coca-Cola;

C, operating rules:

1. Stores with space conditions will set up special sales separately, and smaller stores will be presented at the front desk. However, all stores are required to make eye-catching signs on the special sales locations and publicize the activities before the activities begin.

Two. Gifts should be ordered and packaged in advance to avoid confusion at the beginning of the activity;

Three. Customers are required to queue up in turn to buy special goods, and each shopping receipt is limited to any three kinds of goods;

Four. All shopping receipts for participating activities should be a single shopping receipt on the same day, which is invalid every other day and cannot be accumulated;

Verb (abbreviation of verb) If the "special sale" goods are returned to the supermarket, you need to go through the return formalities with the shopping receipt and return the "special sale" goods together;

Cut out the receipts of all gifts and write down the daily accounts;

Seven. The right to interpret this activity belongs to this supermarket.

D, publicity copy: What can I buy for one yuan? A bottle of soy sauce? One bag of monosodium glutamate or four bags of salt? Sure！ As long as you shop in the supermarket, such a dream can come true! From * * to * *, you can buy a certain amount of health care products and wine gift boxes in * * supermarket, and spend one yuan to get a bottle of soy sauce or a bag of monosodium glutamate or other designated goods. This kind of discount is visible, and this kind of true feelings are affected.

A dollar storm snapped up quickly, was it exciting? Then act quickly!

Step 3 decorate

A, the front of the store is decorated with big knots, and some flagship stores use helium balloons to enhance the atmosphere rendering effect;

B, the cashier is decorated with HongLing and the word "Fu";

C, the main entrance passage of the store adopts the combination decoration form of big plum blossom bonsai couplets;

D, shelf smiling face design;

E. Special decoration of hoistway: spring full * *-proposal of advertising company.

F. Conventional decoration: banners, hanging flags, vertical banners, activity posters, dm spraying, etc.