Model essay on Mid-Autumn Festival marketing plan II

Mid-Autumn Festival Marketing Planning Model 1

I. Activity background:

With the arrival of the Mid-Autumn Festival, a traditional festival of the Chinese nation, many merchants have aimed at the business opportunities of the Mid-Autumn Festival and made enough articles around the Mid-Autumn Festival gifts such as moon cakes. Based on Daoxiang Village, a leading pastry enterprise, seize the favorable opportunity of Mid-Autumn Festival, strive to realize the development of new forms of brand moon cake promotion, and formulate the promotion plan and design.

Second, the promotion objectives:

1. Promote the sales of stores with the consumption of Mid-Autumn moon cakes, and activate the sales of moon cakes with the image of stores. Reunion month, reunion feeling, "Xiang Tao Village Moon Cake" sent home.

2. Infect customers and enhance corporate image through the good words and deeds of Mid-Autumn Festival ambassadors when giving gifts.

3. Provide convenience for customers and attract more customers.

4. Communicate feelings for customers.

Based on this activity, it can be extended to other festivals, such as Christmas or New Year's Day.

6. Increase the competitive means of enterprises and make differentiation.

Third, the analysis of commodity promotion environment:

(A) Macro-market factors have a great influence on enterprises, and these factors are beyond the control of enterprises. Only by studying the macro-environment and its changes and looking for favorable opportunities can enterprises occupy the market and obtain greater economic benefits.

Macro-environmental factors mainly include:

1. Demographic factors: Mid-Autumn Festival, family reunion, and more concentrated consumers are conducive to commodity promotion.

2. Economic factors: during the financial crisis, stimulating domestic demand and stimulating consumption.

3. Social and natural factors: China people attach importance to this traditional festival, and under the impetus of cultural atmosphere, a consumption storm has also been set off.

(2) "Customer is God". Only when the products we promote meet the needs of consumers and win their trust can we have a family reunion in the Mid-Autumn Festival, and "Xiang Tao Village Moon Cake" will bring you happiness.

1. Consumer's consumption behavior and psychology: I miss my parents more in Mid-Autumn Festival; Mid-Autumn Festival family reunion. In the Mid-Autumn Festival, giving gifts, visiting relatives and friends and other consumer behaviors, consumers have their own psychology in the process of consumption, and sales promotion should grasp consumers' psychology and promote sales reasonably.

2. Service level required by consumers: In the relatively fierce competition in the Mid-Autumn Moon Cake market, consumers are pursuing high quality and low price, and Daoxiang Village Moon Cake Time-honored brand has many market advantages. Meet the demand and improve the service level.

3. Analysis of consumers' purchasing power: consumers pursue products that can meet their greatest needs and are inexpensive. Our promotion is based on low price and high quality, which really brings benefits to customers and adapts to their purchasing power.

4. Analysis of consumers' consumption environment: Among many moon cake promotion activities, consumers have a lot of choices. We will improve the promotion environment to the maximum extent and improve the service quality in the promotion process, which is a real win-win situation for consumers.

(3) Modern society is a competitive society, and the competition for "Mid-Autumn Moon Cake" will be more intense. Only by beating our competitors, can we make our "Xiang Tao country moon cakes" sell more and make more profits.

1. Competitor's strategy: In the same period, various methods such as mall promotion and supermarket promotion were adopted to promote sales, and they were combined with other products to promote sales.

2. Competitor's goal: to further expand the brand effect and improve the sales profit.

3. Advantages and disadvantages of competitors: the advantage is a wide range of expansion; The disadvantages are single means, high cost and inconvenient transportation.

4. Competitor's coping mode: There is a complete service organization, and all departments cooperate effectively, which can meet consumers' needs in time and accept consumers' feedback.

(D) Analysis of internal environment

1. Resources: We can contact suppliers in time, and the goods will not be piled up or out of stock.

2. Competitiveness: high quality and low price: convenient transportation: strong teamwork ability and diversified service means.

3. Logistics input and output: convenient transportation and basically "zero inventory".

4. Production and operation: assembly line, quality assurance and efficient production.

Four. Advertising analysis:

1. advertising goal: to realize real and extensive promotion activities through large-scale advertising.

2. Advertising fee: 1000 yuan.

3. Advertising information: promote brands, enhance influence, expand sales channels and increase sales.

4. Advertising media: newspapers and leaflets

5. Evaluation of advertising effect: to achieve the purpose of promotion during the festival and establish the brand awareness of Daoxiang Village in the hearts of consumers; Further promote the corporate culture of Daoxiang Village's time-honored brand!

Verb (abbreviation of verb) specific promotion plan:

1. Personnel promotion

For Daoxiang Village moon cakes, the products are promoted through personal promotion such as door-to-door sales, counter sales and conference sales. For completely unfamiliar objects, door-to-door sales can be carried out in residential areas, living areas and other places where people are relatively concentrated; Conduct conference promotion by organizing participation in trade fairs, order fairs, etc. ; Sell goods to visiting customers through shop assistants and conduct counter sales.

2. Supermarket promotion

In the promotion of four large supermarkets in Baoding, choose the special promotion area as follows.

Buy 100 yuan on the first day of the activity, and present the Mid-Autumn Festival reunion gift package with the shopping receipt; 20 yuan buys enough 10 boxes of exquisite gifts. Buy enough 200 yuan for an activity the next day. Send a set of exquisite Mid-Autumn Festival gift boxes worth 88 yuan with the shopping receipt. Buy a box (50 boxes) and send 10 boxes. On the third day of the activity, the activity will be lucky. Buy enough 100 yuan to participate in the lucky draw with the shopping receipt, and the winning probability is 17%. The prize is 10 box of exquisite Xiang Tao country moon cakes.

3. Distribute brochures to residential areas, commercial areas, schools and other places with relatively concentrated personnel.

4. newspapers

Choose the media of Lianchi Weekly for a three-day publicity.

Six, departmental coordination:

First, the division of labor:

Promotion group:

Team leader: Deputy Sales Manager

Team members: members of the sales department.

Publicity working group:

Team leader: Deputy Manager of Advertising Department

Team members: members of the advertising department.

Working Group on Procurement and Promotion of Goods:

Team leader: deputy manager of purchasing department

Team members: members of the purchasing department.

Goods distribution group and surplus disposal working group:

Team leader: deputy manager of distribution department

Team members: members of the distribution department.

Safety Emergency Team: Team Leader: Deputy Manager of Safety Supervision Department.

Team members: members of safety supervision department.

Summary Working Group: Team Leader: Deputy Director of the Office

Team members: office members.

Second, the functional groups and division of labor:

1. Publicity Working Group: The publicity work of promotion is the responsibility of the publicity working group composed of the advertising department, including the advertising work in the early stage, the promotion work during the event and the arrangement of publicity materials in the later stage.

2. Commodity purchasing working group: the purchasing working group set up by the purchasing department is responsible for the procurement of promotional products. The procurement of goods takes days as the cycle at most. The daily procurement standards, procurement quantity, quality inspection of purchased products and coordination with relevant manufacturers are all divided by this group to ensure the quality and timely supply of purchased products.

3. Commodity distribution: The commodity distribution team set up by the commodity distribution department is responsible for the commodity distribution of promotional products. After the purchase of goods, the distribution team will sort, select, package, box and transport the goods in time to ensure that the purchased goods can reach the designated promotion place in time for promotion.

4. Security, goods sorting and cashier work: This work is undertaken by the security inspection working group set up by the security inspection department. After the goods are delivered to the designated promotion place, the Group will carry out the loading, unloading, handling and security inspection of the goods in time to ensure that the promoted goods are safe and free from quality problems, and then put them on the shelves and sort them to ensure that the goods can be perceived and purchased by customers in time and quickly.

5. Commodity promotion: the publicity working group is responsible for this work, and the promotion supervisor arranges the promoters to carry out the promotion work at the designated promotion place. Promotion strives to make full use of existing resources to ensure the rational and orderly development and management of promotion work. The unexpected events in the promotion activities are coordinated and managed by this group.

6. Post-processing of surplus commodities: The commodity distribution working group is responsible for this work, mainly dealing with sorting, recycling and on-site cleaning of surplus commodities after promotion, so as to ensure that the promotion work can be completed from beginning to end.

7. Promotion summary work: The office is responsible for this work, mainly sorting out the information of promotion work, summing up the experience for this promotion, pointing out the shortcomings, and accumulating experience for the next step of organizing sales promotion work.

Seven. Promotion budget:

1. Cost budget

2. Sales budget

3. Revenue budget

Eight, the promotion effect evaluation:

According to our rough forecast, our factory will achieve the expected goal, and it is expected that the average daily sales will increase by 20%-30% during the promotion period.

Nine. Activity effect evaluation

1. Activity effect evaluation:

(1) Infect customers and enhance corporate image through the good words and deeds of Mid-Autumn Festival ambassadors when giving gifts.

(2) It has promoted the development of sales activities, expanded its influence and raised its popularity, which undoubtedly played a very good role in promoting sales and enhanced the confidence of customers.

Mid-Autumn Festival marketing planning model essay II

I. Purpose

Sell yourself in a festive atmosphere.

Improve the company's visibility

Lay the foundation for post-holiday popularity.

Second, thought.

Mid-Autumn Festival is a traditional festival in China, which is popular side by side in this city and countryside. This is a good opportunity for all enterprises to try their best to create value. Moreover, the Mid-Autumn Festival is followed by the National Day, and the National Day holiday is a rare promotion opportunity in a year.

The successive arrival of two festivals is a major turning point for us. We must let our customers get some value from us, so the main purpose of our Mid-Autumn National Day activities is to create beer and popularity after the activities. I believe that by strengthening service quality, performance lineup, preferential gifts and external advertising, it will bring consumers a brand-new feeling. It is convenient for our brand image and better spread among consumers.

Third, the website layout

Mid-Autumn Festival and National Day are both traditional festivals of China people. In terms of fabric, it should not be different, but really popular. We should give priority to festive ways and red. In order to reduce the cost of cloth, we may use some Mid-Autumn Festival and National Day, and we should use other scenery.

1, the periphery is mainly elastic, mainly to fill some empty places, so that the whole site becomes fuller and will not appear monotonous.

2. Hanging banners outside the gate: Celebrate birthdays with the whole world and join hands to celebrate the Mid-Autumn Festival. (Some golden balls and VCD discs can be hung around and at the top of the stage to supplement the refraction of light and increase the effect of on-site lighting. )

3. Some lanterns (knife flags \ palace lanterns) can be hung on the surrounding ceiling to render the atmosphere of Mid-Autumn Festival. They can be taken down on National Day and reused during the Spring Festival.

4. On National Day, you can hang some national flags to add the atmosphere of the motherland's birthday.

You can make a large poster at the entrance to indicate the activities of the festival.

6. Hang the words "Happy Mid-Autumn Festival" and "Celebrate National Day" in a conspicuous place.

7. Festival prizes are displayed at the entrance of the gate.

8. Post advertisements on stairs and conspicuous places.

Fourth, marketing strategy.

1. Making Mid-Autumn Festival special packages can be divided into three categories according to the actual situation, including meals for two and meals for three. The theme should reflect family reunion, and you can send moon cakes (the price does not need to be too high).

2. If a family member's birthday is August 15, they can enjoy a 50-60 discount when dining in our store with valid documents (household registration book and ID card) (subject to our actual decision). It is recommended to recommend Mid-Autumn Festival package to them.

3. If the mobile phone and fixed telephone number are 8 15 (in Linfen area), you can enjoy a discount of 5-6 fold when dining in the hotel with valid documents (household registration book and ID card) (according to the actual decision of the hotel). It is recommended to recommend Mid-Autumn Festival package to them. It is best to contact these people directly.

4. Send some small gifts related to Mid-Autumn Festival after dinner (the name, telephone number and address of our store should be printed on them).

5. The activity will be held from August 10 to August 20th of the lunar calendar.

Verb (abbreviation for verb) activity discount

All consumers can get a special snack from the company if they book or recharge before September 28th.

1: Arrange chefs to present two special dishes or snacks from Mid-Autumn Festival to National Day respectively.

2. On Mid-Autumn Festival night, each table is given a box of moon cakes.

3. Send equivalent coupons with face value of 50 yuan when spending in 200 yuan.

Every consumer who sponsors a bottle of wine or drink will get a lottery ticket that night.

5. Send coffee coupons to customers and some young ladies with spending power and potential.

6. Ask the sponsors of alcoholic drinks or drinks to give small gifts to consumers who consume the corresponding alcoholic drinks or drinks that night.

Consumers from 7: 9: 00- 17: 00 will get a Mid-Autumn moon cake and a special snack.

Sixth, award setting.

September: Value 1800 yuan (presented by sponsors or other).

10 month

1 day: value 1800 yuan (given by sponsors or other).

10 month

Second place: Value 800 yuan (sponsor gift or other)

10 month

Third place: Value 800 yuan (sponsor gift or other)

Seven, advertising

edge

1, 20 banners

2. Gas model

three

2,800 leaflets (5,000)

(distributed along the street, 3000 copies posted along the street)

3. You can try SMS advertising. The focus of mass sending is on the old customers. Pay attention to using appropriate language and mainly introduce the latest activities of our store.

Inner circumference

1. The accompanying publicity

2. Poster

Items purchased and customized for the event:

Moon cakes, 400 lanterns, 30 national flags, 30 small national flags, 100 national flags, and 50 advertising supplies.

20 banners and leaflets: 8,000 internal advertisements