Mid-Autumn Moon Cake Marketing Scheme

Marketing Planning of Mid-Autumn Moon Cake 1

1. Activity background: The custom of eating moon cakes in the Mid-Autumn Festival appeared in the Tang Dynasty. In the Northern Song Dynasty, this kind of cake was called "palace cake" and was used in the court.

Popular in China, but also spread to the people, then commonly known as "small moon cakes" and "moon cakes". Su Dongpo has a poem: "Small cakes are like chewing the moon, crisp and pleasing." Later, it evolved into a circle, meaning reunion and beauty. Mid-Autumn Festival is a traditional festival in China. During this period, consumers are more active and easy to form consumption hotspots. Therefore, this period has become a good opportunity for businesses to strive for.

Second, the theme of the event: the Mid-Autumn Moon Cake won the grand prize, and the TV and computer are waiting for you. Third, the target group: facing the consumers.

4. Activity mode: beautifully packaged moon cakes, large boxes of ice-covered moon cakes are sold in 500 yuan, middle boxes are sold in 300 yuan, and small boxes are sold.

200 yuan, 400 yuan won a lottery ticket, 700 yuan won two lottery tickets, and 1000 yuan won four lottery tickets. V. Purpose of the activity:

1. Increase the profit of mooncake sales and increase its sales through this activity.

2. By scratching the lottery ticket, the first prize presented a Hewlett-Packard computer worth 8,000 yuan, the second prize presented a Sony LCD 42-inch TV worth 5,000 yuan, the third prize presented a Haier refrigerator worth 2,000 yuan, and various shopping vouchers (50 100, 200 yuan shopping vouchers).

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

4. Attract consumers, increase sales and increase sales by scraping away various awards. Activity of intransitive verbs:

1. Time: September 5-September 12. Venue: Zhenjiang ××× 3. Preparations for the event:

A. Set three lottery points and a redemption point for the first prize, the second prize and the third prize; B, prepare 5000 lottery tickets, 5 first prizes, 5 second prizes 15 and 50 third prizes.

C. Prepare 2000 boxes of moon cakes in advance (September 5-September 7), and publicize this activity through leaflets and advertisements.

In the medium term (September 8th to September 10), 2,000 boxes will be prepared to strengthen publicity.

Prepare 3000 boxes (September 1 1 Sunday-September 12), distribute leaflets and advertise appropriately.

Mid-Autumn Moon Cake Marketing Scheme II

I. Summary

Mooncakes are no longer food. They are emotional cakes, cultural cakes, and China cakes with the most traditional characteristics of China, which place the best and broadest expectations of the people of China for the world and mankind. Moon cake is a highly integrated body of emotion and culture, which contains the most beautiful emotions of human beings, such as reunion, homesickness, homesickness, lovesickness, affection, friendship, love, blessings and dreams. According to the craft gifts introduced by our company, this scheme comprehensively analyzes various factors in the consumer market, and makes feasibility analysis and sales suggestions for the product to be put into the market.

Second, the background market analysis

Background analysis

As a special holiday commodity, moon cakes are sold for only one month. Manufacturers fought a month before the Mid-Autumn Festival to create instant explosive consumption. There are many brands of moon cakes in Changsha market, and the homogenization phenomenon is serious, and the raw materials, tastes and styles have not changed much. Nowadays, people are no longer satisfied with getting together for dinner. There are some new changes in the consumption trend of Mid-Autumn Festival. Some people call this consumption phenomenon "moonlight economy". The market entry threshold for moon cakes is low. As soon as the Mid-Autumn Festival arrives, restaurants, candy, cakes and other large and small production enterprises are desperately promoting, making consumers at a loss.

(2) Market analysis

Handicrafts, as a commodity that has not entered the families of ordinary consumers for a long time, have both traditional connotation and modern flavor, which can not only bring greetings to people, but also make people accept the baptism of culture. Its development trend is very attractive, the market space is huge, the profit return is rich, the purchasing power and demand are strong, and it is a sunrise industry that will never decline.

Professional brand. Rosa and Xinglong, supplemented by other brands, constitute the most competitive position of Changsha moon cakes. Mainly including Mirosha, Xinglong, Angel, Mario and other brands. These brands mainly focus on positional warfare, open competition, mutual competition, flexible marketing techniques, pay attention to strategy, the main purpose is to seize market share and increase scale sales.

Hotels: Well-known hotels, with their appeal in the market and mature channels, have also entered the moon cake market in recent years, mainly focusing on group buying markets such as enterprises, while hotels mainly hit the market with characteristic moon cakes to fill the market gap of the inherent channels.

Miscellaneous brands: mainly composed of scattered small food factories, small wholesale markets and bazaars. This kind of brand is mainly deposited in the low-end moon cake market, and adopts guerrilla tactics in the market, and its strength is weak. The sales target is mainly low-income people, which has a price advantage, but the quality of moon cakes is difficult to guarantee.

Third, marketing strategy.

(A) product positioning

Noble and elegant, beautiful and generous, with high taste and strong cultural atmosphere, it is a kind of craft product suitable for giving to relatives and friends, collecting by yourself and at a moderate price. Products will be divided into high-end, mid-range and low-end.

(2) Target market

The goal of the product is to target the collective consumers of large and medium-sized enterprises and institutions, as well as the comprehensive market of some consumers who enjoy handicrafts and have high cultural literacy.

(3) Sales channels

1. For key customers, you can send salesmen to contact 10 large and medium-sized enterprises, release product information, introduce product features, understand customer needs, and seize the opportunity to promote orders.

2. Take all kinds of shopping malls and handicraft shops as platforms, provide corresponding advertising support, and give certain preferential conditions for consignment.

Fourth, opportunities and problems analysis

(A) opportunities and advantages analysis

Because consumers' consumption during the Mid-Autumn Festival has become more and more diversified, it is easy to form a consumption boom in the Mid-Autumn Festival, especially handicrafts, as a new type of consumer goods, can attract consumers' attention and cause impulse to buy, thus forming a consumption hotspot.

(b) Threat and disadvantage analysis

Facing more and more handicraft sellers in the market, our competition is getting bigger and bigger, and the formed market is getting bigger and bigger.

In particular, it is impossible for us to smoothly enter large shopping malls like some large professional manufacturers, or even to have our own specialty stores, which is a great advantage for us.

(3) problem analysis

1. Facing the dazzling array of handicrafts in the market, how can we make our products more attractive to consumers?

2. How to overcome the information asymmetry in the demand of target customers in Mid-Autumn Festival market?

Verb (abbreviation of verb) concrete action plan

Research stage. Based on the market situation we have now, we should track the target market, especially the important target market, understand the target market information in time, and study and analyze the demand and target market dynamics within the target market.

Distribution stage. According to the target market information we have learned, we send sales staff to visit and inquire about the target customers, and complete most of the ordering tasks in the expected computer room.

Closing stage. Through various means, grasp the customer's needs, opinions and suggestions, strive for the second order and complete the sales plan.

Risk control of intransitive verbs

In view of all kinds of risks that may exist in the problem analysis, and investigate all kinds of problems that appear in each stage, modify the plan in time to minimize the risks.

Seven, the style and price of moon cakes

1, this mooncake is designed for newlyweds. We named it forever, and its price is 299 yuan.

This model is specially designed for children. Its gift box is based on the fact that children like Winnie the Pooh. Its name is Happy Childhood, and the price is 150 yuan per box.

The gift box of this moon cake is made of wood, which is both practical and beautiful, and can also be given to elders. Its name is He Mantang, and its price is 388 yuan.

4. This mooncake box is mainly red, and red is booming. I hope people's lives are thriving, so its name is full of vitality. Its price is 588 yuan.

Mid-Autumn Moon Cake Marketing Plan III

1. Activity purpose: Take advantage of the Mid-Autumn Festival East Wind, combine the actual situation of the hotel and the traditional national customs of China, focus on direct sales, promote the sales of all employees, and achieve a double harvest of economic and social benefits.

Second, the activity organization:

Team leader: Wang Xiang

Deputy Head: Zhang Li Liang Ruicheng

Members: marketers and department managers.

Third, the activity time:

20 August12-22 September 2065 438+02

Iv. sales channels and promotional activities:

(1) The sales channels are major enterprises, institutions and hotel agreement customers;

(2) Set up a promotion booth to taste moon cakes in the lobby, and the promoters will wear Chang 'e-style clothes. All front-line service desks and all rooms will display promotional color pages for Mid-Autumn moon cake sales.

(3) Through the marketing department and the food and beverage department, go to major units in the city to promote sales, visit customers and win big orders;

(4) Distribution of sales by department;

(5) implement the sales of all hotel employees and adopt the commission sales system to stimulate the sales enthusiasm of employees;

(6) Holding mooncake tasting meeting and buffet meeting to thank old customers;

(7) Set up a mooncake sales point on the hotel website and book online;

(8) potential stores and supermarkets sell as agents.

Five, the relevant departments responsible for this work.

1, catering department:

(1) Assist the engineering department to arrange the mooncake booth in the lobby;

(2) Responsible for the design, delivery and service of the venue platform of "Gloria Hotel Thanks Old Customers and Moon Cake Festival";

(3) the preparation and service of the thank-you reception;

(4) Assist the marketing department to maintain the order of "Gloria Hotel thanking old customers and opening a moon cake festival".

2. Housekeeping Department:

(1) Do a good job in the promotion of Mid-Autumn Festival for lobby service personnel;

(2) Placing Mid-Autumn Festival publicity color pages in guest rooms;

(3) Design the sales plan of giving away moon cakes in Mid-Autumn Festival rooms, and make statistics on the sales of moon cakes.

3. Engineering Department:

(1) Responsible for debugging the sound, lighting and projector in the venue of "Thank you for your customers and Gloria Hotel's moon cake exhibition";

(2) assist the marketing department to paste large advertising pictures of the building;

(3) Responsible for the production of mooncake stalls in the lobby;

(4) Responsible for setting up mooncake sales points in the hotel square.

4. Finance Department:

(1) Organize the printing of Mid-Autumn Festival publicity color pages;

(2) Provide "thank customers"

Gloria hotel moon cake fair has a prize quiz;

(3) Assist the Marketing Department to organize prize-winning quiz activities;

(4) Coordinate the kitchen to display the varieties of moon cakes;

(5) Provide the bill of lading for group purchase of moon cakes.

5. Comprehensive Office and Personnel Department:

(1) is responsible for the management of the booth in the lobby;

(2) Do a good job in guiding the invitees of "Thank customers, Cake Festival of Gloria Hotel";

(3) Responsible for the arrangement and organization of moon cake sales points in the square.

6. Marketing Department:

(1) Responsible for the design and production of advertisement pages, building advertisements and group purchase coupons for moon cake activities;

(2) Count the list of invitees, send invitations and send short messages.

(3) Organize the program "Gloria Hotel Thanks Old Customers and Moon Cake Festival" to maintain the order of activities;

(4) Assist relevant departments to arrange moon cake booths and activity venues;

(5) Be responsible for the guidance, reception and farewell of important customers during the activity.

Working time requirements related to intransitive verbs:

Contact the mooncake box manufacturer and design the sample before June 1 and August 18, and the mooncake box will be in place before August 28. (Purchasing Department, General Office)

The layout of the moon cake booth in the second floor hall will be completed before August 25th. (engineering department)

3. Before 8: 30 on August 25th, the personnel responsible for the collection and sales statistics of moon cakes should be in place. (finance)

4. Outdoor advertising and publicity colorful pages should be completed before August 15. (Marketing Department)

5. The venue of "Gloria Hotel Thanks Old Customers and Moon Cake Festival"-the layout of multi-function hall will be in place before September 5 10: 30 (catering department, engineering department and marketing department).

6. The list of people invited to participate in the activity, the issuance of invitations and the mass sending of short messages should be completed before the specified date (September 2) 12: 00. (Marketing Department)

7. The organization and sales of online mooncake sales outlets will be put in place before August 25th.

(General Office, Personnel Department)

Seven. others

1, grade pricing: 288 yuan per box.

(Royal banquet: shark's fin and abalone moon cake 12 piece 3 Jin)

B 188 yuan/box (8 pieces of iron box seven stars 2 kg)

C 98 yuan/box (family reunion 6 1.5kg)

D 58 yuan/box (4 PCs 1 kg)

2. What is the range of group purchase discount price?

/kloc-more than 0/00 cases, 6.5 fold, no commission and rebate.

20% discount for more than 50 boxes, no commission or rebate.

/kloc-send one box for more than 0/0 boxes.

3. Can there be a prize sale?

If the discount is less than 20%, the marketing staff will be given a commission of about 15%; That is to say, 45 yuan in Section A, 25 yuan in Section B and Section C..

Commission 15 yuan, D's Commission 5 yuan.

Eight. Activity budget

1, mooncake box making: a box is about 200x60 yuan = 1XX yuan.

500x35 yuan for box B = 17500 yuan.

C box 500x25 yuan = 12500 yuan.

D box 1000x 13 yuan = 13000 yuan.

Total: 55,000 yuan

2. Raw material cost of moon cakes: A: 60 yuan per box.

B: 45 yuan/box.

C: 25 yuan/box

D: 12 yuan/box.

3. Strip: 80 yuan

4. Exterior wall painting: 300 yuan

5, moon cake color page: 500 yuan

6. Multi-function hall painting: 160 yuan

7. Two Chang 'e costumes: 300 yuan.

8. Moon cake sales point and online marketing point of lobby booth: to be determined.

9. Reception: As the number of people is undetermined, the expenses are to be determined.