In order to ensure the smooth and successful activities, it is necessary to plan the activities in advance, and a good activity plan will definitely pay attention to the participation and interaction of the audience. So do you understand the activity plan? The following is my marketing plan for Mid-Autumn Festival in 2020 (selected 5 articles), which is for reference only. You are welcome to read it.
Mid-Autumn Festival Marketing Plan 1 1. Purpose of the event:
1. Promote the mass sales of moon cakes and reduce the inventory of moon cakes.
2. Increase the profit of moon cake sales and increase its sales through this activity.
3. Give back to customers.
4. Increase the competitive means of enterprises and make differentiation.
5. Enhance the image of shopping malls (supermarkets).
Second, the activity content:
1, time: September 25th-5 days before Mid-Autumn Festival.
2. Location: Activities are limited to Hui xx District.
3. Activity preparation:
(1) Arrange a certain number of transport vehicles and "Mid-Autumn Festival Ambassadors".
(2) Conduct language and movement training for Mid-Autumn Festival ambassadors to learn how to deal with problems.
(3) Appropriately increase the price of moon cakes to maximize the overall profit.
(4) Contact the card dealer and buy a certain number of exquisite cards, preferably cards that can be classified according to different recipients, such as family cards and friend cards.
(5) When buying moon cakes, make some low-priced and low-profit goods in the shopping mall as gifts.
Buy Mid-Autumn moon cakes above 30 yuan and send 355ml Coca-Cola 1.
Buy Mid-Autumn moon cakes above 60 yuan and get 2 bottles 1250ml Coca-Cola.
Buy 100 Mid-Autumn Moon Cake and get 2 bottles of 2000ml Coca-Cola.
Buy Mid-Autumn moon cakes above 150 yuan and get a pack of iron tea.
Buy Mid-Autumn moon cakes above 200 yuan and get two packs of tea.
Buy 300 yuan Mid-Autumn Moon Cake and get a box of exquisite moon cakes.
If you buy Mid-Autumn moon cakes above 400 yuan, you will get a beautiful gift box.
Buy moon cakes above 600 yuan, and send shopping vouchers to 50 yuan. The moon cakes are from the Mid-Autumn Festival master.
Anyone who shopped in 60 yuan during the Mid-Autumn Festival can participate in the lucky draw once, and the prize is at least one bottle of mineral water (no empty prize) and the highest soymilk machine.
You can smoke twice above 400 yuan.
5. Promotion of activities:
Posters were posted in the mall about a week before the event was implemented, and the publicity breadth was also strengthened through newspapers, radio and other channels. Publicity should be concise and easy to understand, and special circumstances need to be explained.
From the opening of the store in the morning to the closing of the store, the relevant promotion information is broadcast every two hours.
Third, the store layout:
Outside
1. Make Mid-Autumn Festival propaganda above the free parcel delivery cabinet;
2. Protect the shelf, wrap the wall column, and paste some holiday color pages to create momentum;
3. In the square, you can hang balloons and pull them vertically;
4. The banner of "Happy Mid-Autumn Festival in Shopping Plaza" is hung at the entrance.
space
1. Decorate the walls of main passages and slopes with self-adhesive stickers to increase the festive atmosphere;
2. Hang the flag of the moon cake manufacturer's shopping mall above the whole store;
3. In the moon cake area, the propaganda of "A Millennium Good Gift" is posted on the background and two columns.
Mid-Autumn Festival Marketing Planning 21. Activity Background
The Mid-Autumn Festival on August 15th is a traditional festival in China. Whenever we miss our loved ones, moon cakes become the best gifts for relatives and friends to express their blessings.
Second, the theme of the event
Every festive season, moon cakes convey the true feelings.
III. Purpose of the activity
1. Establish the humanistic image of xx and promote the sales growth.
2. Provide convenience for customers and attract more customers.
3, improve the visibility and reputation of enterprises.
4. Spread corporate image and enhance brand image.
Fourth, the activity time
The eighth day of the eighth lunar month-August 15th * * eight days.
Verb (abbreviation of verb) promotion quota
Major shopping mall counters, supermarket windows, franchise stores.
Activity of intransitive verbs
1. Carry out group purchase business and provide group purchase discounts to facilitate the welfare distribution of all units and institutions. Where the one-time purchase exceeds 1000 yuan, it will be delivered to your door free of charge (within 5 miles).
2. According to different people, we have developed mooncake gift boxes with different prices, which are the first choice for gifts to relatives and friends.
3. When shopping is over 180 yuan presents exquisite gift boxes or 30 yuan vouchers for any goods in the store.
When shopping, you will get a beautiful gift (a small gift like candy).
Seven, publicity methods
Post posters, distribute leaflets and advertisements at various sales points through radio, television and other media.
Eight, store decoration
The environment layout of the restaurant and lobby should highlight the Mid-Autumn Festival atmosphere of "peace, reunion and celebration" as much as possible.
Nine, catering characteristics
On September 24th,/kloc-0, a big moon cake was made and displayed in the lobby during the day to create a festive atmosphere. Before a formal meal, set up a big incense table, put the moon cakes on the incense table, invite the hotel general manager and star representatives to cut the moon cakes and announce the start of the reunion dinner.
2. There is a main table (about 10 people) in the middle of the dining room for the crew and stars attending the reunion dinner. In principle, each hotel invites a staff member.
3. According to the needs of tourists, formulate the standard of economic, warm and luxurious reunion dinner, and provide menus respectively. The names of dishes listed in the menu must have the meaning of "reunion", which is implemented by the hotel. Our company publicizes in a unified way, and the travel agency will contact the hotel on its own until the reservation is completed.
Mid-Autumn Festival Marketing Plan 3 The 15th day of the eighth lunar month, that is, the 10th day of June in the solar calendar 10, will usher in the Mid-Autumn Festival, an important traditional festival in China, which is an annual celebration of our nation. Many friends and family members will also choose Mid-Autumn Festival as a special day, and they will also choose restaurants and restaurants as their first choice for Mid-Autumn Festival dinner.
In view of this demand of Mid-Autumn Festival catering consumption market, it is necessary for restaurants to plan a promotion plan for Mid-Autumn Festival, so as to attract more people to eat in restaurants, boost the restaurant's business income and create a good holiday atmosphere for Mid-Autumn Festival celebrations. Combined with the actual situation of our restaurant and the traditional customs of Mid-Autumn Festival, in order to better carry out the Mid-Autumn Festival promotion activities and realize the double harvest of our restaurant's economic and social benefits, the planning scheme of our restaurant's Mid-Autumn Festival promotion activities is formulated as follows.
I. Target market analysis
The customers of this restaurant are mainly middle-and upper-class people and government officials, but many of them are mass consumers in the surrounding communities, which requires the restaurant to take into account the mass consumption needs of the people around the restaurant on the basis of upgrading its grade.
Second, the pricing strategy
1, meals can basically maintain the original price, but considering the price of some meals related to Mid-Autumn Festival, you can use discounts (recommended) or directly reduce the price.
2. For high-priced meals, it is recommended to combine the reduction of distribution and price reduction.
3. The Mid-Autumn Festival package (explained below) should not be too expensive, and the per capita consumption should be controlled at 50-80 yuan (excluding drinks).
4. The price of other drinks and other services can be flexibly changed according to the actual situation of the restaurant, reaching the lowest price around the Mid-Autumn Festival (but according to the net profit of the restaurant).
Third, 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. Family members whose birthdays are August 15 can enjoy a discount of 8. 15% with valid certificates (household registration book and ID card) (according to the actual decision of the restaurant). It is recommended to recommend Mid-Autumn Festival package to them.
3. If the mobile phone and fixed telephone number are 8 15 (in Guangzhou), you can enjoy the discount of 8. 15 when dining in the restaurant with valid documents (household registration book and ID card) (subject to the actual decision of the restaurant). It is recommended to recommend Mid-Autumn Festival package to them. The restaurant had better contact these people directly.
As there is no accommodation service in this restaurant for the time being, we can join hands with other large hotels focusing on accommodation to introduce customers to each other, which can increase the customer base and reduce some related expenses. For these customers, you can pick them up by car, and it is also recommended to recommend the Mid-Autumn Festival package to them.
5. Send some small gifts related to Mid-Autumn Festival after dinner (the name, telephone number, address and website of the restaurant should be printed on them).
6. The activity time is from August 10 to 20th of the lunar calendar, that is, from 26th September to 6th June of Gregorian calendar 10.
Fourth, promotion strategy.
1. Place outdoor advertisements near the gates of restaurants, railway stations and bus stations (outdoor advertisements are mainly in the form of spray painting and banners).
2. TV, street banners and newspaper advertisements are combined.
3, you can try mobile phone short message advertising, focusing on the old customers of the original hotel, paying attention to the use of appropriate language, mainly introducing the latest activities of the restaurant.
4. Make pop-up box advertisements or larger FLASH animation advertisements or banners on the website. The processing of web animation and pictures must be consistent with the marketing content.
5. Flyer advertising is ok, but the quality of flyers must be high.
Note: You can select the above advertisements at the same time. Promotion focuses on urban areas and can also be extended to surrounding counties and cities. The minimum advertising audience should be 6.5438+0.5 million.
Verb (abbreviation for verb) Other related strategies
1, the security guard must ensure the safety of the restaurant.
2. Specify some incentive policies for waiters and related staff to arouse their work enthusiasm (this content can be detailed later).
Put some high-grade and elegant music in the hall.
4, the restaurant kitchen needs to do a good job of logistics, in the case of ensuring the quality standards of dishes, the speed of food production and serving must be fast.
5, the layout of the hall does not need to be too luxurious, but it should be beautiful and generous, showing the taste of the Mid-Autumn Festival.
Effect prediction of intransitive verbs
The operating income of the restaurant is at least 0.5 times of the usual operating income of 65438+, and the above promotion activities are implemented, and thoughtful services are provided to customers.
Seven. Other suggestions
1, the front desk of the restaurant communicates with the waiter in time, and keeps some information of key customers at any time.
2. Enter the customer's information into the database with the consent of the customer (the key is the customer's name and mobile phone number) for future promotion services (this content can be refined later).
3. Make the website of the restaurant as soon as possible. Websites must be made by professionals. Domain names should be simple and easy to remember. The design of web pages should reflect the characteristics of restaurants. Warm colors are the main colors, and the homepage should have large FLASH animation, as well as news release system, on-line marketing, customer message board, customer forum, employee entertainment and so on.
Mid-Autumn Festival Marketing Planning 4 Mid-Autumn Festival is a traditional festival in China, also known as "Reunion Festival", which is one of the major festivals in China. As a food culture of Mid-Autumn Festival, moon cakes have been deeply rooted in people's hearts. The full moon symbolizes the reunion of people, and the full moon of moon cakes symbolizes people's eternal life. Moon cakes are used to pin the feelings of missing relatives in their hometown. After the reform and opening up, a large number of people migrated, resulting in homesickness complex. Coupled with the tradition of China's etiquette country, Mid-Autumn Festival has become an effective tool for people to convey affection, friendship, goodwill and business feelings. Mooncakes have become gifts for relatives and friends, and also become a bridge to connect feelings.
I. Purpose of the activity:
Taking advantage of the Mid-Autumn Festival, combined with the actual situation of our hotel and the traditional national customs of China, we will give priority to direct sales, drive all employees to sell, and achieve a double harvest of economic and social benefits.
Second, the activity organization:
Team leader:
Deputy team leader:
Members:
Third, the activity time:
September 29th to 65438+1October 8th.
Iv. sales channels and promotional activities:
(1) The sales channels are major enterprises, institutions and hotel agreement customers;
(2) Set up a mooncake tasting promotion booth in the lobby. Promoters wear Chang 'e-style clothes, and all front-line service desks and rooms 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) Providing prizes for the prize-winning quiz of "Gloria Hotel Customer Appreciation and Moon Cake Festival";
(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) Counting the list of invitees, sending invitations and sending 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:
1. Contact the mooncake box manufacturer and design the sample before September 29th. The mooncake box will be in place before the 30th. (Purchasing Department, General Office)
2. Complete the layout of the mooncake booth in the lobby before September 29th. (engineering department)
3. Before 8: 30 on September 29th, the personnel responsible for the collection and sales statistics of moon cakes should be in place. (finance)
4. Outdoor advertising and publicity color pages should be completed before September 29th. (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 29th 10: 30 (catering department, engineering department and marketing department).
6. Complete the list of invitees, issuance of invitations and mass sending of short messages before the specified date (September 29th) 12: 00. (Marketing Department).
7. Before September 29th, the online mooncake sales point will organize sales in place.
(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, section A pays 45 yuan, section B pays 25 yuan, section C pays 15 yuan, and section D pays 5 yuan.
Eight. Activity budget
1, mooncake box making:
A box around 60 yuan = 22,500 yuan.
Box B around 35 yuan = 17500 yuan.
Box C around 25 yuan = 12500 yuan.
D box 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. Banner: 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.
Mid-Autumn Festival marketing activity planning scheme 5 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, the consumption of Mid-Autumn moon cakes will drive the sales of stores, and the sales of moon cakes will be activated by 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, more concentrated consumers, conducive to commodity promotion.
2. Economic factors: During the financial crisis, it will stimulate domestic demand and consumption.
3. Social and natural factors: Chinese people attach great 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 behavior and psychology: I miss my family more during the 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, so it is necessary to 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: What consumers are looking for is products that can meet their own 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 try our best to improve the promotion environment and service quality during 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: can contact manufacturers in time, and will not cause commodity accumulation or shortage.
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.
Fourth, advertising analysis:
1, advertising goal: to realize real and extensive promotion activities through large-scale advertising activities.
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 (short for verb) activity:
1, time:
September 30th-the day before Mid-Autumn Festival.
2. Location: The activity is limited to Hui _ _ City.
Activity preparation:
1, arrange a certain number of transport vehicles and "Mid-Autumn Festival Ambassadors".
2. Drivers must be familiar with urban driving routes, and it is required to reduce time consumption as much as possible during transportation and improve transportation efficiency.
3. Educate "Mid-Autumn Ambassador" in words and actions, and learn how to deal with problems.
4. Appropriately increase the price of moon cakes to maximize the overall profit.
5. Contact the card dealer and buy a certain number of exquisite cards, which can be classified according to different gift-giving objects, such as lover cards, relatives cards and friends cards.
4. Activity promotion: Post posters in the shopping mall about one week before the activity is implemented, or strengthen the publicity breadth through newspapers, radio and other channels. But it can only be implemented after a certain cost accounting. Publicity should be concise and easy to understand, and special circumstances need to be explained.
Six, matters needing attention:
1. Customers should pack the gifts according to their requirements, and ask and register the required detailed address and delivery time, so that customers can provide their own contact numbers and the contact numbers of the recipients, so as to get in touch under special circumstances when giving gifts.
2. The words and deeds of the Mid-Autumn Festival Ambassador represent the honor of the shopping mall. To be an "ambassador" of YEATION, we should have a good image and language affinity, and educate the "ambassador" about possible problems.
In order to avoid some problems, the delivery of this activity can only be limited to Mid-Autumn Festival gifts, not involving cash. Gift packaging must be inspected, and there can be no cash.
4. Due to the possibility of customers refusing to accept, it should be explained in the event promotion that the mall contacted the original gift and returned it to the customer.
5. In case of rejection or customer's absence, the "ambassador" must contact the person in charge of the mall as soon as possible to inform the situation, and then proceed to the next task, and the relevant personnel of the mall will contact the customer or the recipient for inquiry and solution.
6. Gifts must be products purchased in shopping malls, and buyers must leave their real contact numbers and names. If it is impossible to return the goods due to the wrong number, the mall has the right to dispose of the goods after 7 days, which should be explained in the publicity or activities.
7. The words written by yourself in the card are the most sincere wishes of the customer to the recipient and the frank expression of feelings. Therefore, when choosing a card, we must pay attention to its exquisite appearance and the text connotation inside. If the price of moon cakes is adjusted, you can also change the card into a desk calendar. Of course, there must be an introduction of the shopping mall. This is propaganda.
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