Briefly describe the main purpose of Aiduo vcd price reduction

Comprehensive plan for promotional activities, including 12 points:

1. Goal: market situation and complex goals. How are the market conditions going? What is the purpose of this activity and how is it conducted? Dealing with inventory? Does this increase sales? Is this against competitors? Is it a new one launched on the market? Or improve brand awareness and reputation? The only clarity of purpose is to make the goal active.

2. Activity target: Is the activity targeted at specific groups or individuals for each target market? To what extent are activities controlled? Who are the main targets of the promotion? Who are the secondary targets of the promotion? Whether they are correct or not will directly affect the final results of these selection promotions.

Theme of III: In this part, it is mainly to solve two problems:

1. Determine the theme

Page 2. Packaging the theme

What's the price? Price discount? Premium? Lottery? Gift certificate? Service promotion? Promotional presentation? Consumer credit? Or other promotional tools? When choosing what types of promotional tools and what promotional themes, we must take into account the target activities, budget allocation and competitive conditions and environment and promotion.

After the art, the topic is determined and the commercial purpose of promotion is downplayed as much as possible, so that the activity is closer to consumers and impresses them more. A few years ago, Aido VCD's "Operation Sunshine" was a classic, a simple price reduction promotion to maintain the dynamic love action for the benefit of consumers.

This part is the core program of promotional activities that strives to innovate, and the activities are shocking and exclusive.

Four. Activity content: This section introduces how the activities are carried out. There are two important considerations here:

1. Determine partners: to win the support of the government, or to use the media's "sheep's head" to sell one's own "dog"? Manufacturer alone or under contract and distribution agent? Or joint promotion with other manufacturers? Cooperation between the government or the media can help build momentum; and car manufacturers or other joints can integrate resources to reduce costs and risks.

2. Determine the level of excitement: To be promoted successfully, you must make the event exciting and stimulate audience participation. The higher the level of stimulation, the more sales the response promotes. But this stimulus has marginal effects. Therefore, promotional measures must be analyzed and summarized according to the appropriate level of stimulation and the corresponding costs combined with the objective market environment.

5. Time and place: The correct choice of time and place for promotional activities will be more effective, and the appropriate choice is thankless. As time goes by, consumers are allowed to participate freely as much as possible, and the geographical location is superior, allowing consumers to better communicate with urban management, industrial and commercial departments in advance. Not only is the launch time and location of a promotion important, but there will also be in-depth analysis of how long it lasts. A duration that is too short can lead to repeated purchases that cannot be realized within that time, and many cannot achieve the benefits they deserve; a duration that is too long will lead to high costs and the market will not form heat and reduce customer record value.

Sixth, Tongcheng Advertising: A successful promotional activity to meet all-round advertising needs. What kind of creativity and expression techniques should you choose? What kind of media should you choose to promote? This means different audience reach and costs.

Seven preparations: Prepare three points,

1. Manpower

Page 2. Material preparation

3. Testing procedures

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In terms of terms and conditions, the staff adhere to the principle that "everyone has something to do and everything is taken care of", there are no blank spots and no intersections. Who is responsible for communicating with the government and the media? Who is responsible for copywriting? Who is responsible for on-site management? Who is responsible for handing out gifts? Who is responsible for customer complaints? It is necessary to consider all aspects of clarity, otherwise you will be out of trouble and at a loss.

In the preparation of materials, we should prepare everything in detail, including large vehicles, small screws, etc., and then count them according to the order to ensure that otherwise it will inevitably lead to a hectic scene.

It is particularly important, since the activity program is determined on the basis of experience, it is necessary to conduct the necessary tests to confirm that the selected promotional tools are correct, the degree of stimulation is appropriate and the existing routes are Satisfactory. Test models may ask consumers to fill out a questionnaire or specific areas of the pilot program.

Eighth mid-term operation: Temporary operation mainly activates on-site control and discipline.

Combat discipline is a guarantee, the plan is a prerequisite for perfect execution, and detailed provisions are made for the involvement of program personnel dealing with all aspects of this discipline.

The main purpose of the website is to control all aspects of the arrangement clearly, busy but not chaotic, and in order.

At the same time, in the implementation plan, this process should be timely to adjust the promotion scope, intensity and focus amount to maintain control of the marketing plan.

Extension in late September

The main question is how will the follow-up media promotion activities be adopted in the later period of the media promotion? Melatonin is a master at this and even without a highly successful promotional campaign the media speculation will be unprecedented.

Ten budget: no interest and no meaning of existence. Input and output promotional activity costs should be included in the budget. Then, the reason why Aido VCD's "Operation Sunshine Plan B" ended in failure was that there was no budget in terms of cost. It was not until the event that it was discovered that the company's plan did not have any financial support. For a good promotion, a good idea alone is not enough.

11. Accident prevention: Every incident may be an accident. For example, government intervention, consumer complaints, or even sudden changes in weather that prevent outdoor promotions from continuing, etc. Necessary human, force and financial preparations must be made for various emergencies that may arise.

Estimation of twelve effects: predict what effect the event will achieve after the event occurs, to facilitate comparison with the actual situation, and summarize all aspects of the success point, from stimulation, the degree of promotional opportunities, and other promotions Media and points of failure.

The above twelve parts are the framework of the promotion plan. In practice, bold imagination, careful verification, analysis and optimization combination are required to achieve the best effect comparison.

A persuasive and feasible plan for hotels and activities to get the company to support your program, and to ensure that the plan is perfectly executed so that the promotional activities have the effect of making a fortune. .

May sales

Procedure, event time: April 30 to May 8

Purpose of event:

May It is a golden week, and there are several major festivals throughout the month, such as: May 1st International Labor Day, Youth Day, Mother's Day, Children's Day, etc. In order to better promote sales, increase customer prices and produce more influential social effects, Chang Jiajia further enhances the corporate image.

III Theme: Celebrate May Day, enjoy convenience and affordability, win rich prizes

Four slogans: 51 visits**, win the big prize shopping; low prices down to the bottom, good Running non-stop.

5. Advertising: DM April 30th---May 4th, outdoor advertising inkjet printing promotion activities, body banners, banner doors, in-store POP, promotional broadcasts,

Six scene layouts: entrance banner, summer hanging flag, label 12 special area, promotional signs on the upper and lower floors of the elevator, advertising posters with plain cloth and paper, two huge holes,

Seven event policies: In the end

1) Golden Week low price drop, DM posters were introduced from April 30 to May 4, a single product category, fresh 25, 50 food, non-food items 40, 30 cabinets, old 25 pages 2) 51 visits *** Shopping Center Award (see the appendix for the specific plan page) Page 3) low to the end, good non-stop operation (see the manual for the specific plan)

4 ) The second "Ode to Labor" youth karaoke competition finals on May 1st, the big waves are brilliant, and the stars are shining. Look at it now.

5) On May 4th, "Youthful Style, Infinite Vitality" youthful wonderful artistic performance

6) May 5 "Wish *** to take a walk and win prizes in shopping" lottery show, Wonderful performance (internal staff)

7) Registration for the "61 Children's Talent Show" will officially start on May 8th. Registration will be open from April 25th to May 10th, and will be open on May 13th (see the attachment) Specific procedures)

8) On Mother's Day, it is polite for mothers to go shopping. On May 8th, for any one-time purchase of more than $50 by my shopping married female customer, a receipt will be sent to the computer as a gift. The number of gifts per ticket is limited, while supplies last.

9) "Possible Landing ** Shopping Award" Award Ceremony on May 12th

XX Shopping Mall 51 Marketing Plan

The Freshest May Day Activity Plan< /p>

"Spend May Day, Happy Holidays" themed series of activities

Activity background:

During the May 1st holiday, business discounts and profit-sharing sales behavior are worrying. On the surface, holiday sales seem to be booming, but consumers will mainly focus on spending yesterday, tomorrow or next month within a few days. In order to guide consumption and stimulate holiday impulse consumption to achieve better sales performance and social effects during the May Day period, enhance the corporate image and the text business characteristics of XX mall to be more influential, XX should hold appropriate activities with the festival and introduce cultural marketing , which combines the marketing process with cultural enjoyment, allowing consumers to enjoy diversified services while increasing their desire for random consumption. It is essentially different from other similar enterprises. It blindly means giving discounts to increase holiday consumption. In the true sense, XX enhances its image from a social perspective and establishes a high-level consumer culture to attract consumers, thus winning high-level consumer groups. , to show the style of famous stores. The plan proposed below is a series of activities with the theme of the May Day holiday, "Spend May Day, a Happy Festival". The activity plan is as follows:

A series of related activities:.

Gift shopping in January, happy holidays and family travel

2. Thousands of hearts, a show of love

3. Keep the travel gifts to welcome May Day members

4. Spring and Summer Fashion Week

5. Discount promotions

6. Print the spring edition of XX Mall's "Boutique Shopping Guide"

Two times:.

January gift shopping, happy holidays and family travel: May 2004, February 1st to May 5th

2. A heart with thousands of knots, a hundred thousand love is big Showing: May, 2004, February 1 - May 5

RESERVED 3. The Gift of Travel welcomes fifty members: February 1 - May 7, 2004

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4. Spring and Summer Fashion Week: May 1 to May 5, 2004

5. Discounts: May 1 to May 7, 2004

Three series of activities: XX Mall Bayi Store, XX and Beiyuan Shopping Plaza Store

IV. Series of activities:

(1) Gift shopping in May, happy holidays and family travel

Activities:

Go to Golden Week to promote the popularity of XX mall and create sales Excellent results, organized the "May Gift Shop Gifts, Happy Holidays Family Travel" gift shopping event for 51 couples, family travel packages. China Retail News www.cnls.com.cn

Implementation rules: Make more planning plans in

①May 1st--5 May On the 5th, if the total consumption of regular-priced goods exceeds 3,000 yuan and the invoice registration and valid certificates are received, two couples will receive a May Day travel package. (No cumulative GET)

② Where can I get a 51 series standard package with the total consumption of 4,000 yuan of regular-priced goods on the day of registration and valid certificates (limited time 3). (GET is not accumulated)

③ If you consume more than 5,000 regular-priced goods with valid certificates every day, and register at the corresponding brand counter, you can get a 51 family ticket (limited to four) invoice. (No cumulative GET) Valid certificate for invoice registration for regular-priced goods worth RMB 12,000 or more

④ Two couples will receive luxury travel packages for cumulative consumption on the same day. (No cumulative GET) Invoice registration and valid certificates for regular-priced goods exceeding 20,000 yuan will receive two luxury Hong Kong and Macao travel packages for a couple

⑤Every accumulated consumption on the day. (GET is not accumulated)

Note: This activity is limited to clothing brands (membership cards only do not provide discount points). Manufacturers voluntarily participate. Manufacturers who do not participate need to participate in the discount promotion at no cost, XX. For customers who spend 3,000--20,000 yuan on the premise of generating tolls, manufacturers only bear an 8.5% commodity discount amount equivalent to the cost. Generally, holiday discounts and promotional activities are not cost-effective.

(Attached: Travel price list)

(2) Thousands of knots in the heart, a hundred thousand love show

Activity content: In the warm May Day

The Love Line Show is a special event that releases unique love. With the resounding slogan of "Thousands of Knots in the Heart, a Hundred Thousand Love Show", modern young people often grasp the truth and reveal an open mind, actively mobilizing and participating in passionate love couples themselves. Confession, written test, each couple vows love, names, blessings and other handkerchiefs are interconnected. This colorful, "love story" naturally forms a beautiful scenery with sympathy for the knot under the spring breeze, and various vows of love, so open your heart to each other. customers, and the people feel the sweet and warm love.

Implementation details: ①

During the 51 organized activities, the "Thousands of Knotted Hearts, Hundreds of Love Display" activity

In front of the mall square, use red Handkerchiefs are hung on each pair of soft ropes connected by male and female customers who can receive live handkerchiefs, provide customers with petroleum markers to write love, vows with real names (to draw a lucky customer), blessings, etc., which individuals received the customer's handkerchiefs tied to the ropes, With the customer's consent, the latter gave the customer a knotted handkerchief from the previous connection, and by analogy the customer hung up the phone. ②

One of the lucky couples drawn every day will receive a May travel package to one of two couples in the suburbs of Shanghai. The daily list of lucky customers is published on the website, and valid certificates are required to receive free tickets the next day.

Note: This activity requires assistance in operation and management, handkerchief, initial budget 5,000, 0.5 yuan/block × 5,000 = 2,500 yuan; red nylon rope: 50 meters × 5 yuan/square meter = 2.5 million yuan; couple The travel package value is 200×5 = 1,000 yuan;

Reserved

(C) Travel gifts to welcome May Day members

Event: XX XX Shopping Mall

Thank you for supporting members over the years XX, as of May 7, 2004, the membership card accumulated above the shopping point on May 1, 2004, three XX members - May 7, the coin XX membership card and ID card to the front desk to register and receive Corresponding incentive travel packages. (No need to wait, after the statistics of 51 rankings are published in major newspapers and websites), the first XX XX members of the hotel with member points card and ID card registration can receive the Happy Home (limited time 3) luxury travel package . The hotel registered with XX XX member's second points membership card and ID card to receive a luxury travel package for a couple. Third XX XX members who register with their membership points card and ID card can receive a family travel package (limited time 3) in Shanghai suburbs.

Note: The value of the happy luxury travel package for this event is 1,000 yuan/person × 3 = 3,000 yuan; the value of the couple’s luxury travel package: 1,000 × 2 = 2,000 yuan; the family travel package in the suburbs of Shanghai (limited to Level 3) Value: 100×3 = 3 million yuan, accounting for 5,300 yuan in total. The cost of the event will be borne by the shopping mall. (Attachment: Travel Price)

(4 pieces) XX2004 Spring and Summer Fashion Week

Time: May 1, 2004 to May 7, 2004

< p>Theme:

The daily release of one or two brand clothing is held in the exhibition hall on the basement floor of the shopping mall. An on-site high-quality static fashion show is held. Exhibitors can set up their own brand image booths on the south side of the T-shaped stage. , introduces the history of the brand, dressing style, and creates the atmosphere of fashion week; during the event, the audience and consumers vote for their favorite brand of clothing, and visitors can have the opportunity to participate in the lottery. XX prizes are small prizes such as playing cards;

(V) 51 product discounts

①Limited time sale

Time: May 1, 2004 to May 7th

Activities:

From time to time, some clothing categories will hold limited-time sales of 50-40% off bedding, and you will be sure to buy them for an hour each time. The brand mall will contact the manufacturer and the planning department will arrange the report uniformly before April 26. ②

51 discount

Time: May 1, 2004 to May 7, 2004

Event:

Do not participate" Manufacturers of “May Day shopping and gift-giving, Happy Holidays and Family Travel” activities should participate in holiday discount promotions, that is, clothing and bedding products will be discounted at 30% off.

Notes: 1. Continue to discount product points, and members with lower discount price ratios will no longer enjoy preferential membership discounts; Page 2. Manufacturers are required to participate in all discounts. Non-participation of special offers must be approved by the general manager. Page 3, XX at no cost.

(6) Print the spring edition of XX Mall’s “Boutique Shopping Guide”

The spring edition of the mall’s “Boutique Shopping Guide”

Meet the May Day holiday The tourist season is here, and tourist customers from all over the province have introduced XX capital to enhance the popularity of the mall and establish a better image in XX and XX mall in the province to highlight new products, unique brand charm and guide consumer fashion. Print the "Boutique Shopping Guide" edition in the spring.

(7) Extend the opening hours during the holidays, because during TripAdvisor’s May Golden Week holiday travel period, more customers will come to Ji Travel to seize golden business opportunities and create good sales when the holiday shopping season is approaching. The business hours have been extended to 10 p.m., further enhancing XX's business characteristics of leading fashion consumption.

Supplement:

Budget for five series of activities:.

1. "Thousands of knots in the heart, one hundred thousand love show" May Day lucky couple in the event of two lovers suburban travel package fee (Mall Bear): The initial budget for the handkerchief is 5,000, 0.5 yuan/piece ×5000 = 2500 yuan; red nylon rope: 50 meters × 5 yuan/square meter = 2.5 million yuan; a couple’s travel package in the suburbs of Shanghai is worth 200 × 5 = 1000 yuan, totaling about 3750 yuan. 2.

“Welcome to the May Day travel gift retention activity for members, the value of the happy luxury travel package is 1,000 yuan/person × 3 = 3,000 yuan; the value of the couple’s luxury travel package is: 1,000 × 2 = 2,000 yuan; Shanghai Suburban family travel package (limited to level three) value: 100×3 = 300 yuan, total 5,300 yuan

Fifty-one luck "grows"

China

One time: 5.1-5.7

China II theme: 51 Lucky "Growth"

China III activities

1. Care "Ten." One Five” Lucky:

Chinese customers who are born in 51, 51 years old, born on May 1st, in the ID of “51” (even number), in the numeric mobile phone number of “51” purchase diamonds or Get 51 yuan for jewelry and jade ×× (pure gold does not participate in the promotion)

China 2. Luck "Growth":

The diamond and jade purchased in China on May 1st may be. Those who bought diamonds and jade on May 2 received 51 yuan

Or those who bought diamonds and jade on May 2 received 52 yuan

China’s diamonds and jade purchased on May 3 or those who received 53 yuan

Buy diamonds and jade on May 4, or those who get 54 yuan

Buy diamonds and jade on May 5, or those who get 55 yuan deals

Diamonds bought in China on May 6 Jade or those who get 56 yuan

The purchase of diamonds and jade on May 7 may involve this 57 yuan

China (pure gold does not participate in promotions) publicity and promotion

< p>China Activities

(1) In the circulation and advertising activities of Love and Diamonds in local daily newspapers, the theme of the evening paper is ""May Day" published fall", including "Care for 'May Day' Lucky" , details of the "Good Luck Grows" campaign;

China (2) does activities around TV commercials, and does "Love 'May Day' 'Lucky', 'Good' in prime time in the form of subtitles on TV "Rhyme" campaign, rules of participation, surrounding advertising of bars/counters, address and phone details.

China (3) Do the campaign at the in-store counter and set up a consultant's phone for friendly consultation with customers Or posters in front of scheduled events;

Five control events and assessments

China 1. During the event, the participants’ event numbers, purchases, sales, quantities, etc. are well documented;

2. After the event, more data and media placement frequency and other agents will be collected from the promotion headquarters Feedback is summarized based on the evaluation activities made by the XX jewelry brand planning department in order to provide better marketing services for the franchise partnership.

Approximately $3000

China Six Operating Budget

China 1. Publicity Expenses;

China 2. Dip ˉx gold 85 yuan;

China 3 total: 3000 + 85 = 3085 yuan.

China

China

China

Plan 5: "Love My Favorite Love Token" Prize-winning Guess

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China

A. time:.

China May 1st - October 30th, 2005

Two themes from China

××jewelry-my favorite token of love< /p>

China III. Event Background:

People in China are familiar with the saying "Love for Three Lives". Love is fate. We believe that "fate is written on the Three Lives Stone," which is the traditional custom of engagement that was formed in China thousands of years ago. Chinese people like to use rare treasures to witness their decision to get married, and due to the influence of traditional concepts, people attach great importance to "tokens" or "engagement", so we cater to this mentality in ×× jewelry stores across the country. The "××Jewelry-My Favorite Token of Love" campaign launched by /cabinet.

China IV. Training target: young people aged 20-28 years old

These people in China are the final generation. They have low brand loyalty and are easily influenced. We should expand the marketing activities and emotional appeals of this type of customers. So later, the "Season without Love" series of jewelry, which made the emotional appeal become loyal customers of ×× jewelry as they grow older.

China’s five goals:

China 1. This activity will increase store popularity during the event;

China 2. Increase local market share ×× jewelry brand Awareness;

China 3. Further enhance the reputation of ×× jewelry brand to facilitate long-term sales.

China VI. Activity content:

China 1. "Love XX Jewelry":

Every customer in XX jewelry store in China/Counter nationwide, you can participate in "Love XX Jewelry" "Event, how to participate: When XX buys diamond jewelry, you can get XX, the actress Jiang Wenli who is the spokesperson of the famous jewelry brand, and a token witness greeting card signed by the dedicated staff of XX jewelry store, so that XX jewelry and *** can witness it together. The vow of "love for three lives".

China 2 "My Favorite Love Token" Prize-winning Competition:

China held the "My Favorite First Mark of Love" contest in the country, students Send your own photos of "××Jewelry - My Favorite Love Token" and a small introductory article or related story. You can also send "××Jewelry - My Favorite Love Token" to XX Special Jewelry Store to participate and win prizes. For the guessing game, XX jewelry stores hire local jewelry and art institutions across the country/cabinet to be named, and the prizes are set as follows:

China's most affectionate token award worth 1888 yuan, camera, color screen mobile phone

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Five awards for the most creative souvenirs: a fine MP3 or electrical appliance worth 888 yuan

The finalist prize for the souvenir award: 10 × × Exquisite jewelry spokesperson Jiang Wenli’s phone card< /p>

3. Maintenance service:

Customers

Every time × The price increases by RMB 30), and customers can also get free jewelry repair and cleaning knowledge. Publicity and promotion

China (1) Circulation and advertising activities in local daily newspapers, evening newspapers published the theme

China campaign "×× Ornaments-My Favorite Token of Love", Including "Love××Jewelry", "××Jewelry-My Favorite Love Token" Award Selection and other activities;

(2) Do TV advertising activities around, and be on TV The subtitles are in the form of "Love XX Jewelry" and "XX Jewelry - My Favorite Love Token with Meaning" award selection activities in the form of subtitles, and the rules of participation are designed around the details of the advertising bar/counter, address and phone number.

China (3) Set up a telephone consultant at the store counter and set up a friendly consultation with the customer to do the event or poster Contact reporters from your local newspaper media and pay attention to good work activity reports to achieve long-term brand promotion and promote long-term sales;.

Evaluation of China's Eight Control Activities

China 1. Good customer consultation and arrivals at the event, participants' event numbers, purchase quantities, sales, etc. are well documented;

China 2. The event will do more data and media after the event The delivery frequency and other agents collect feedback from the promotion department, and use the evaluation activities made by the XX jewelry brand planning department to summarize the franchise partners in order to provide better marketing services. .

China Nine Operating Budget

China 1, "××Jewelry-My Favorite Token of Love" award award fee: 1888 yuan × 1 + 888 × 5 + 85 × 10 = 7178 yuan;

China 2. Publicity expenses are about 3,000 yuan;

China 3. Total: 7178 + 3000 = 10178 yuan.

Reference:/dreammoreno/blog/item/fb29fcce2f4d8b0b93457eea.htm