How to write the May Day commodity promotion plan?

Planning scheme of May Day commodity promotion activities I. Main consumer groups in May Day

1, wedding consumption (wedding wine and drinks, candy and roasted seeds and nuts, bedding and kitchen utensils)

2. Long vacation travel expenses (luggage, travel bags, photographic equipment, travel supplies)

3, suburban spring outing consumption (drinks, namely food, snack food, outdoor products, sporting goods, gardening supplies)

4. Household seasonal consumption (cool home textiles in summer, warm home textiles in season, sunscreen cosmetics in season, cool household appliances in The Last Month Of Summer, moth-proof clothing series, rain gear and condiments).

5. Welfare consumption (group welfare consumption of summer products)

Our promotion should always focus on one idea. Promotion is not only selling what we can sell, but also selling what customers want to buy? Supermarket promotion can only be successful if it caters to consumers' psychology. Based on this, we should tap the potential of suppliers, and reasonably organize the corresponding promotional commodity groups according to the needs of major consumer groups on May 1st.

Second, determine the promotion time:

Compared with other major festivals, the consumption scale of May Day is small and the demand for goods is narrow, so the promotion period of May Day will not be too long. We suggest 8 12 days. Considering that some customers travel on May Day and the time when the information reaches customers, the promotion period should be arranged from April 28th to May 8th.

Third, determine the promotion items:

The basic demand of customers is to buy goods at the right price, so whether the items and prices of promotional goods are attractive will affect the success or failure of promotional activities. Generally speaking, there are four options for promotional goods:

1, seasonal goods

2. Sensitive commodities: Sensitive commodities are generally necessities of life, and the market price changes greatly and consumers are easy to feel the price changes, such as eggs and rice. If you choose this kind of goods as promotional goods, the price may be slightly lower than the market price, which can effectively attract more customers.

3. Popular intellectual goods: Popular intellectual goods generally refer to goods with high brand awareness, which can be seen everywhere in the market and are easily replaced. Choosing this kind of goods as promotional goods can often get strong support from suppliers. The promotional activities of stores are combined with extensive publicity of mass media, such as cosmetics, health products, drinks, beer, children's food and so on.

4. Specially supplied goods: mainly refers to the goods that supermarkets develop and use their own brands, which are incomparable in the market. The promotion activities of this kind of goods should mainly reflect the particularity of the goods, and the price should not be set too low, but attention should be paid to the consistency of price and quality.

No matter what kind of goods you choose as promotional items, you should keep in mind two basic points: first, choose the goods that consumers really need; Second, it can increase practical benefits for consumers.

Fourth, determine the promotion theme and main product groups.

Promotion theme is the focus of supermarket to attract customers and the main tool to arouse customers' psychological resonance. There are several major themes in the May Day promotion. One is the low-cost image appeal with the theme of rewarding guests and making profits; The second is the demand for new product promotion with seasonal shopping as the main topic; The third is the promotion appeal with the main form of promotion activities as the theme. The slogan of pursuing purpose constitutes the promotion theme in promotional advertisements. The fourth is to take long vacation leisure shopping as the theme; The fifth is the theme of spring tour. For example:

Surprise shopping on May Day (dozens of famous and famous goods have been greatly reduced in price, mainly household consumer goods)

Glorious labor, low price and courtesy (dozens of famous commodities have been greatly reduced in price, mainly household consumer goods)

Have a happy long vacation and get a general mobilization at a low price (travel goods, drinks, snack food, that is, food specials)

Hot summer storm with low price (hot summer home textiles, hot summer home appliances, sunscreen cosmetics, drinks)

Happy May Day and spend the summer (cool home textiles, household appliances, cosmetics and drinks in summer).

Grand prize (sales with prizes, scratch cards, etc.) in May Day shopping. )

Shopping is fun, eat and then take it (game interactive promotion large-scale tasting and buying activities)

Verb (abbreviation of verb) determines the promotion method:

Promotion mode

From the marketing point of view, there are five promotion methods: personnel promotion, advertising promotion, thematic promotion, public relations promotion and corporate image promotion:

1. personnel promotion: personnel promotion is a direct way for sales personnel to persuade customers through oral publicity and realize commodity sales. The characteristic of personal sales promotion is two-way communication between salesmen and customers, and its sales promotion effect is closely related to the sales promotion skills of salesmen. For supermarkets that implement open-shelf sales, shop assistants generally do not need to take the initiative to sell personnel, which will affect customers' independent purchase. However, the clerk must also provide necessary help and guidance to the customers, and have a friendly conversation with them appropriately, that is, ask them to achieve the purpose of promotion by means of service and communication.

2. Advertising promotion: Advertising promotion is a direct promotion method that uses various advertising media to convey consumption information to consumers to promote sales. The characteristics of advertising promotion: enterprises unilaterally transmit information to consumers, which belongs to one-way communication, so it is called "pull" strategy. Advertising media include: TV, radio, newspapers and magazines; Signboard; Kanban; Road signs; Poster; Means of transportation; Lighting; Windows; Packaging; In-store POP oral promotion or in-store broadcast; Demonstration; Visual curtain wall; Computer network; Red cloth strip; Leaflets; Poster; DM, etc.

Large chain supermarkets can consider using four major advertising media, but the most commonly used advertising media in small chain supermarkets are: leaflets, signboards, billboards, lights, posters, red bars and so on. By promotion theme:

① The commonly used media for opening promotion are: newspapers, leaflets, radio stations, vehicles, outdoor red bars, posters, POP, in-store broadcasts and press releases.

② The commonly used media for anniversary promotion are newspapers, leaflets, DM, posters, red bars, POP and in-store broadcasts.

③ The commonly used media for routine promotion are: leaflets, DM, posters, red bars and in-store broadcasts.

④ The media used for competitive promotion are the same as those used for conventional promotion.

3. Sales promotion, also known as business promotion.

It is an auxiliary and temporary promotion method, which directly stimulates consumer demand with welfare.

Features: Quick effect but improper use will also have negative effects, which will make customers doubt the authenticity of the quality and price of goods and devalue the value of goods.

Six, determine the form of promotional activities:

1. Buy and give (one-time gift)

2. Interactive prize-winning games (if you buy more than one yuan, you can participate in the game, and you can get a grand prize for more points) (such as skipping rope, leggings running, and fish hanging competitions).

3. Scratch card (give a card for each purchase, and scratch the card to win the prize).

4. On-site trial (please provide more manufacturers)

5. Performing arts (please ask the performing arts team to create an atmosphere)

6. Children have the final say

May Day is a festival that many businesses attach great importance to. Three consecutive days is a national rest day, which is very conducive to the promotion of business products. Not only can merchants not miss this festival, but they must also firmly seize the opportunity to launch a communication offensive quickly during May Day to realize the dual benefits of product promotion and brand communication.