2022 Mid-Autumn Festival Moon Cake Marketing Planning Copywriting

Because the main activities of the Mid-Autumn Festival are all around the "moon", it is also commonly known as the "Moon Festival". The full moon in Mid-Autumn Festival symbolizes reunion, so it is also called "Reunion Festival". The following are five marketing plans for 202 1 Mid-Autumn Moon Cake that I brought to you, hoping to help you!

202 1 mid-autumn moon cake marketing plan copy 1

I. Summary

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. According to the moon cake gifts launched by major moon cake manufacturers, this plan comprehensively analyzes various factors in the consumer market, and makes feasibility analysis and sales suggestions for moon cake products to be put on the market.

Second, the background market analysis

Background analysis

According to a questionnaire survey recently released by China Social Research Institute (SSIC) on how 2000 people in nearly 10 cities in China spend the Mid-Autumn Festival, 53% of the respondents indicated that they would visit their leaders or work partners. 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". Recently, some people even proposed to make China a legal holiday for shopping and visiting relatives and friends. Although this proposal may not come true in the short term, it can be expected that the Mid-Autumn Festival will be a festival where the consumption boom rises again every year.

(2) Market analysis

With the improvement of people's material life, the provisions of national policies, especially under the guidance of public opinion, people are not only satisfied with the Mid-Autumn Festival, but also begin to pursue more noble ways to contact feelings and express their celebration. Therefore, it is expected that the consumption of consumers will become more and more diversified every Mid-Autumn Festival.

As an indispensable special commodity, mooncake packaging gift can not only bring greetings to people, but also make people accept this delicacy because of its traditional significance and delicious flavor. 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.

Third, marketing strategy.

(A) product positioning

It is delicious, elegant, high-grade and rich in traditional flavor. It is a good Mid-Autumn Festival product suitable for gifts to relatives and friends and for personal consumption at a moderate price. Products will be divided into high-end, mid-range and low-end.

(2) Target market

As a gift, this product positioning of moon cakes is a comprehensive market mainly for collective consumers of large and medium-sized enterprises and institutions and some consumers with better economic income. The specific classification is as follows:

(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 food stores as platforms, provide corresponding advertising support, and give certain preferential conditions for consignment.

(4) Marketing suggestions

1. Because moon cakes are a kind of food with seasonal characteristics, although they are rational consumer goods in the Mid-Autumn Festival, they are usually sold too little. Therefore, it is suggested to increase the sales team and expand the product promotion channels during the Mid-Autumn Festival.

2. Strive for time advantage, and strive to basically complete most orders one week before Mid-Autumn Festival.

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 during the Mid-Autumn Festival. In particular, moon cakes, as a traditional Mid-Autumn Festival consumer product, have always attracted consumers' attention and caused impulse to buy, thus forming an obvious consumption hotspot.

(b) Threat and disadvantage analysis

Facing more and more moon cake sellers in the market, there is more and more competition, and the formed market is growing. In particular, it is impossible for general sales to smoothly enter large shopping malls like some large professional manufacturers, or even have their own specialty stores, which is the biggest disadvantage of general sales.

(3) problem analysis

1. Facing the dazzling array of moon cakes on the market, how to make this moon cake product more attractive to consumers?

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

3. After the Mid-Autumn Festival, the sales of moon cakes entered a low tide. How should we guarantee sales?

Verb (abbreviation of verb) concrete action plan

(1) prophase, investigation 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.

(2) Mid-term, 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.

(3) the late stage, the final 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

Aiming at all kinds of risks that may exist in the problem analysis, and investigating all kinds of problems that appear in each stage, the plan is revised in time to minimize risks and strengthen food safety control in the sales, storage and transportation of moon cakes.

202 1 Mid-Autumn Moon Cake Marketing Planning Copy 2

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. (marketing plan)

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 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 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 (short for verb) activity:

1, time: _ _ _-the day before Mid-Autumn Festival

2. Location: The activity is limited to Hui _ _ City.

3. 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.

Notes on intransitive verbs: 1. After the customer buys the gift, he should pack it according to his requirements, and ask and register the required detailed address and delivery time, so that the customer can provide his own contact number and the recipient's contact number, so as to get in touch under special circumstances when giving the gift.

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.

202 1 Mid-Autumn Moon Cake Marketing Planning Copy 3

I. Background of the event

The Mid-Autumn Festival on August 15th is a traditional festival in China. Every holiday season, moon cakes become 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 Miqi and promote sales growth.

2. Provide convenience for customers and attract more customers.

3, increase the visibility and reputation of the enterprise 4, spread the corporate image and enhance the 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, and also holiday gifts.

3. When shopping is over 180 yuan presents exquisite gift boxes or 30 yuan vouchers for any goods in the store.

4. When shopping, give a beautiful gift (such as candy and other beautiful small gifts).

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

1 and September _, 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.

202 1 Mid-Autumn Moon Cake Marketing Planning Copywrite4

Carry out "Quality Service Month" activities, providing free mooncake packaging service, free mooncake (gift basket) delivery service, mooncake (gift basket) telephone ordering service, gift basket giving service and mooncake (gift basket) mailing service. By strengthening quality inspection and service, we can gain an advantage in the competition.

Requirements of moon cake promotion products in Mid-Autumn Festival

1, moon cake requirements:

1) The varieties of moon cakes should be mainly reflected in the local popular brands, and the new varieties with different tastes developed by brand moon cake merchants are divided into three grades: high, medium and low, to meet the consumption needs of different classes of customers;

2) Ask moon cake suppliers to send promotional girls and provide moon cake tasting activities.

3) Complete the mooncake gift basket street before August 25th.

2, gift basket requirements:

1) This promotion mainly focuses on selling optional gift baskets, and each store sets up its own bundled gift basket packaging, with the name and product combination on it, and focuses on the display.

2) Designate gift baskets as high-grade (1 more than RMB 1,000), medium-grade (300-800 yuan) and low-grade (80- 1, 98 yuan). The number of gift baskets designated by the purchasing department is about 8.

3) The suggested price of empty gift baskets is 10 yuan, and the purchasing department will prepare three kinds of empty gift baskets.

4) Gift baskets with commodity value above 200 yuan can be given free of charge 10 yuan gift baskets.

3, tobacco and alcohol requirements:

1) The purchasing department requires suppliers to provide empty boxes of main tobacco and alcohol (one for each store).

2) The ceremony must be prominently displayed, and it can also be displayed in the street of "moon cakes and gift baskets".

3) Tobacco and alcohol promotional products: Great Wall Red, Hongtashan, 555, Zhonghua, Yuxi, Furong Wang, Haorizi and other brand products.

4, drinking, health products, tea

1) Instant drinks, health products and tea are also good gifts, and there should be more special support and a large number of exhibitions. The number of varieties is not less than 20, and the newsletter is two pages.

2) Suggested promotional products: Wanji, Kangfulai, Joy and other brand products.

5, candy, biscuits, buffalo milk

1) Candies, biscuits and buffalo milk will also be in great demand during the Mid-Autumn Festival. It is also necessary to select 20 products from such products for promotion.

1) Candy and biscuit promotion products can choose brand products such as Jiadun Candy, Hsu Fu Kee, Jinsha Chocolate, Dove Chocolate, Yili Milk and Mengniu Milk.

2, North and South dry goods, more gifts and more promotions

3, grain and oil, suggestions: arowana, golden elephant rice, _ _ own brand rice.

4, daily necessities, chores, condiments normal specials

5, fruit requirements:

1) seasonal fruits are sold at special prices, highlighting the sense of quantity, such as apples, pears, Sunkist oranges, persimmons and red grapes.

2) Promote fruit gift baskets and choose beautiful fruits, mainly oranges, broccoli, green apples, plums, black watermelons and bananas. (The above fruits can be sold without special price or in small quantities. )

3) The Fresh Food Department should communicate with suppliers in advance, and ask suppliers to provide fruits with the best appearance and quality, so as to ensure the quality of fruit gift basket packaging.

4) Shopping malls should strengthen the acceptance of fruit in gift baskets. The fresh food department is responsible for preparing fruit gift bags and fruit gift boxes.

10, requirements for other fresh commodities:

1) Two Mid-Autumn Festival newsletters should have 1-2 varieties sold at a loss as "sacrifices" to attract tourists. The promotion time of each variety is 3 days.

2) Three birds and aquatic products need special price support.

202 1 Mid-Autumn Moon Cake Marketing Planning Copy 5

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_ _ _ _-20 _ _ _ _ _

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) Thank you for your preparation and service for the 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) 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, 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 of 200_60 yuan = 12000 yuan.

Box B 500_35 yuan = 17500 Yuan.

Box C 500_25 yuan = 12500 Yuan.

D box 1000_ 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