Lantern Festival supermarket marketing activities daquan

Encyclopedia of supermarket marketing activity plan for Lantern Festival 7.

The festivals and customs of Lantern Festival have been extended and expanded with the development of history. How to write a complete supermarket Lantern Festival marketing plan? Next, I will bring you the complete works of supermarket marketing activities for the Lantern Festival. I hope you like it!

Selected articles on the planning of supermarket marketing activities for Lantern Festival 1 1. Activity background

On the fifteenth day of the first lunar month, just after the Spring Festival, the traditional festival Lantern Festival in China was ushered in. The fifteenth day of the first month is the night of the first full moon in a year and the beginning of the Yuan Dynasty. On the night of Spring Festival, people celebrate it, which is also a continuation of celebrating the Spring Festival. Eating glutinous rice balls, watching lanterns and solve riddles on the lanterns are several important folk customs of the Lantern Festival.

With more and more enterprises entering the glutinous rice balls market, the competition among several brands such as Missing, Wufeng, Sanquan, Longfeng and Guanshengyuan is becoming more and more fierce. So far, the competition has almost entered a white-hot state, and increasing sales volume has become a difficult problem for almost every enterprise. In order to increase sales and win profits, every enterprise tries its best to launch its own dumplings. Therefore, how to do a good job in promotional activities before the Lantern Festival is of great significance to improve the sales and market share of Sanquan Tangyuan, consolidate the market position and enhance the brand awareness of Sanquan.

Second, the activity objectives

This promotion will be held from February 20 to 24, 20 _ _, mainly through a series of publicity and promotion activities, to enhance Sanquan Food's popularity and reputation, expand the influence and scope of Sanquan Tangyuan, promote the terminal market sales and group purchase sales of three series of Tangyuan, namely "Sanquanling Tangyuan", "Sanxin Tangyuan" and "Sure enough, Aiguo Tangyuan", and increase the sales of Tangyuan.

(1) sales target

Let more consumers know and understand Sanquan's multi-flavor glutinous rice balls, let consumers know the characteristics of Sanquan glutinous rice balls in the shortest time, train more consumers to buy Sanquan glutinous rice balls, and realize the sales target of 654.38+ 1 100 million Jin in Hangzhou during the Lantern Festival.

(2) Profit target

Through the promotion activities of the Lantern Festival, the sales of Sanquan Tangyuan will be increased and the sales profit of 500,000 yuan will be realized.

(3) Market share target

In this promotion, Sanquan Tangyuan divides the market into three series: Sanquan Lingtangyuan, Sanquan Brand-new Tangyuan and True Love Fruit Tangyuan, so as to expand the market share of Sanquan Tangyuan, so that consumers can personally market different tastes, cope with the fierce competition in the market, strive for more sales opportunities, quickly win the huge market of Tangyuan consumption, and finally gain greater profits.

Three. Programme of activities

(1) Pre-stage: advertising promotion plan

Time: 65438+ 10 month, 20__ _

Form and content of publicity:

1. Network publicity: Youku, Singularity, Sohu, LeTV and other well-known network TVs.

2. TV and radio advertisements: Hangzhou local TV station and local radio station.

Release content: Promote the product features of Sanquan Tangyuan to attract more customers.

3. Point-of-sale advertising: Put up posters and other small advertising materials at all points of sale in Sanquan Food. In large supermarkets, advertisements should be clear and definite, and it is best to use pictures with visual impact to attract consumers' attention. Food is different from ordinary daily necessities, it stimulates people's desire to eat through the stimulation of pictures.

Publicity purposes: Make use of all kinds of media, internet, television and other comprehensive publicity to make the public have a certain knowledge and understanding of Sanquan Tangyuan, and have a good impression and a certain desire to buy, and gradually cultivate the habit of eating Tangyuan for a long time, so as to pave the way for the later work.

(II) Later stage: activity promotion plan

1. Activities 1

Time: February 20-24, 20__

Theme: * * Yuanxiao Reunion, Sanquan Tangyuan will accompany you.

Location: supermarkets and shopping malls in Hangzhou.

Activity content: free goods testimonials and gifts will be held in major supermarkets and shopping malls, and promotion tables will be set up to bring the lively atmosphere of Lantern Festival to shopping malls and supermarkets, and promoters will be used to drive the atmosphere and give customers a fresh and unified product image. At the same time, promoters cook different flavors of jiaozi on the spot, and consumers can try to buy jiaozi according to their own preferences. Moreover, the promoters should actively publicize the live event of bringing their families to jiaozi on 23rd, and register in advance.

During the promotion period, one-time purchase in 28 yuan will receive a spoon with Sanquan enterprise standard, one-time purchase in 38 yuan will receive a soup bowl, and one-time purchase in 58 yuan will receive a bag of Sanquanling 200g gift dumplings. The more you buy, the more gifts you get.

After the Spring Festival, customers' enthusiasm for consumption decreased. Lantern Festival is the first festival after the Spring Festival. Therefore, make full use of the lively, festive and reunion atmosphere of the festival to stimulate and induce customers' consumption, regain their enthusiasm for consumption and improve overall sales. Therefore, the corresponding activity planning is also essential. In addition, through various novel and effective promotional activities, we can consolidate existing customers, tap and cultivate new consumer groups, and enhance the popularity and reputation of supermarkets.

First, the supermarket Lantern Festival promotion program theme:

I will never forget my deep affection for the Lantern Festival tonight.

Second, the supermarket Lantern Festival promotion program:

Activity 1, deep love for Yuanxiao, true feelings.

Activity time: March1-March 4.

Purpose of the activity: to attract popularity, increase sales and improve the popularity and reputation of the supermarket.

Activities: Customers who come to our supermarket for shopping from March 3rd to March 5th can get one (3-5) "Affectionate Lantern Festival" made at the door for free with the computer receipt of that day, with a daily limit of 500.

Details of the event: There will be a place to cook Yuanxiao at the entrance of the supermarket, and a waiter will provide customers with Yuanxiao gifts.

Props: Prepare a pot, 5 disposable plastic bowls, 1 box of toothpicks (sponsored by the supplier).

Activity 2: Enjoy the Lantern Festival and solve riddles on the lanterns.

Activity time: March1-March 4.

Activity: Hanging riddles at the entrance of the supermarket every day; Customers who shop during the activity can guess riddles more than 1 and write them on a note. With a computer receipt and dm to cut corners or a note, they can get a service center Lantern Festival (worth 2 yuan), with a daily limit of 100. Activity 3: The supermarket is full of affection and happy shopping.

Activity time: March 2 to March 5.

Customers who shop all over 48 yuan at one time during the activity can get a bag of glutinous rice balls (worth 3 yuan) from the service center with a computer coupon, with a daily limit of 300 copies; Similarly, after shopping in 88 yuan, you can get a bag of glutinous rice balls (worth 5 yuan) from the service center with a computer receipt, and the daily distribution is limited to 100. After shopping for 108 yuan, you can get a bag of rice (8 kg) (worth 8 yuan) from the service center with the computer receipt, and distribute it in limited quantities 100 copies per day.

Note: The receipt amount cannot be accumulated, and each receipt is limited to 1 copy.

Encyclopedia of supermarket marketing planning for Lantern Festival: 3 event times:

February 21-February 23

Activity purpose:

Attract popularity, increase sales, and improve the company's visibility and reputation.

Activity content:

Customers who come to this shopping mall for shopping from February 4th to February 5th can get one (three to five) "Affectionate Lantern Festival" made at the door for free with the computer receipt of that day, with a daily limit of 500.

Activity details:

There is a point for cooking Yuanxiao at the entrance of the supermarket, and a waiter will provide customers with Yuanxiao gifts.

Props:

Prepare a pot, 5 disposable plastic bowls, 1 box of toothpicks (sponsored by the supplier).

Rules of the game and exchange methods:

1, the answer must be posted on the riddle.

2, according to the certificate number to confirm the rear can receive dental caries.

3. With valid documents (ID card, student ID card, driver's license, etc.). ) you must register before you receive it, and each card is limited to 3 cards.

Shop interior and exterior decoration scheme:

1, Lantern Festival Lantern Festival will print 8000- 10000 sheets.

2. There is a 1 rainbow arch across the road (the new century is prosperous, eating Yuanxiao).

3. Riddle layout: 65438 Riddle +00000.

4, television, meteorological bureau advertising

5, SMS (county users)

6. Color leaflets 10000 copies.

7. Hanging photo billboards: 3 east, round and south gates on the first floor.

8. The supermarket is decorated with the atmosphere of Lantern Festival.

9. Supermarket layout "Yuanxiao Food Street"

10, banner: ① There will be a riddle quiz in the Lantern Festival on the fifteenth day of the first month! Guess! Guess! Celebrate reunion, eat Yuanxiao, open the door to see gifts, give red envelopes, celebrate the New Year, have fun for seven days, have fun, eat Yuanxiao, and the new century is prosperous. I will accompany my parents to watch the prize-winning essay contest in the new century (from the sixth day of the first month to the twentieth day of the first month).

1 1. Movable kanban: 2 large kanban, 12 small kanban, 10 Labao.

12, the glass door on the first floor is decorated in red.

Four selected supermarket marketing activities planning for Lantern Festival I. Purpose of the activities:

Before the start of school, the promotional products are mainly gifts, dumplings, low-temperature food and school supplies, and the promotional activities should be colorful to attract customers who come to enjoy the lanterns around the Lantern Festival.

Second, the activity time:

20__ year 065438+1October 28th-February 6th.

Third, the theme of the event:

Colorful and Price of Lantern Festival

Fourth, the way of activity:

Landscape beautification

1, red lanterns are hung at the entrance of the supermarket and at the on-site processing counter to create a festive color.

2. Decorate the atmosphere at the main table of the supermarket, and make a lantern riddle banner in front of the main table to arouse customers' interest and facilitate activities.

3. The supplier needs to decorate the environment of the goods area for the dumplings.

4. Decorative materials, images and clothing required by other suppliers for promotional activities.

Activity 1, Lantern Festival "colorful" put "price"

1. Activity reference: Focus on launching 5- 10 low-priced products and making posters, of which one and a half posters are used.

Focus on the layout, and the photos of the goods can be as small as possible; For other promotional products, choose 50-80 products for promotion, and for unsalable products, you can choose zero gross profit sales, which will finally make customers feel affordable.

2. Source organization: each commodity plate actively orders and replenishes goods in the later period according to the promotion details and schedule arrangement.

In the work, if there are any deficiencies or phenomena, they shall be borne by the person in charge of each commodity section, and each supervisor shall be responsible for the supervision and guidance of the product promotion organization, and summarize the problems for discussion and improvement.

Activity 2: Colorful Lantern Festival

Activity mode: Before the Lantern Festival, customers who spend more than 108 yuan on a single ticket in Ginza can get a lantern with a daily limit of 150. The receipt is valid on the same day and does not accumulate. Group buying and wholesale orders do not participate in this activity.

Activity time: February 20th, 2004-February 20th, 2005.

Activity fee: 5X 150X2=2 100 yuan.

Activity 3: Send Lantern Festival when the festival arrives.

1. Activity mode: On the day of Lantern Festival, when the supermarket is full of 128 yuan, you can get a bag of Yuanxiao with 6 yuan value, limited to 400 bags.

2. Activity requirements: The business department is responsible for negotiation to reduce the purchase price and activity expenses.

3. Activity time: 20__.02.06-20__.02.06.

4. Activity fee: 5X400=2000 yuan. Activity planning

Activity 4, solve riddles on the lanterns, send a gift.

Activity mode: All customers who come to shop can draw a lantern riddle with the shopping receipt, and get a gift (worth 3 yuan) if they answer correctly;

Activity time: 20 _ _-February 4 -20 _ _

Activity content: During the activity, anyone who shops all over 68 yuan in the supermarket can draw a lantern riddle.

Answer correctly and you will get a 3 yuan gift with a daily limit of 100.

Activity fee: 3X 100X3=900 yuan.

Activity 5. Open the school gas station

Activity mode: the book is especially surprising at a price of per catty 12.8 yuan. Good books are weighed by the catty and read easily.

And rich in nutrition; School supplies are 10% off, some are 20% off and the lowest is 50% off.

Five selected supermarket marketing activities planning for Lantern Festival I. Theme of the event:

Affectionate flower viewing lamp

Second, the activity time:

February 20th __ 10 to February 20th __ 14.

Three. Activities:

(1) supermarket promotion (activity time: February 20th 13-14)

1. Anyone who buys the designated red wine in the supermarket will be given a box of chocolates (pick it up at the service desk with the shopping receipt);

2.58 yuan to buy chocolate once can get beautiful packaging for free (except gift box);

(2) Couples touch each other (activity time:14 February 20__)

Free goods tasting of red wine, fresh tasting activities, on-site provision of steak, fruit salad, on-site baking tasting, red wine tasting (for couples);

(3) solve riddles on the lanterns activity (activity time: February 20th 1 1).

Customers who answer correctly in solve riddles on the lanterns on the 15th day of the first month can get 1 GBF exquisite shopping bags for free. (riddle storage location: supermarket display cabinets can be found anywhere)

(4) Buy a copy of glutinous rice balls (activity time:

February10,20 _ _-February 1 1)

1. Customers who have bought 128 yuan at one time during the activity can get 1 bags of glutinous rice balls at the service desk for free with the shopping receipt;

2. If the shopping is over 288 yuan, you can get 2 bags of glutinous rice balls at the service desk free of charge with the shopping receipt (limited to 50 copies per day);

Remarks: Voucher collection is made on the same day, and the collection amount cannot be accumulated;

Limited quantity until delivery;

(GBF recharge membership card (fixed face value card) promotion activities

Recharge 500 yuan to 50 yuan; Top-up 1000 yuan as a gift 100 yuan; (Please recharge at the supermarket service desk, please consult the staff for details);

The Lantern Festival supermarket marketing activities selected 6 themes: Love Lantern Festival, unforgettable tonight.

Activity purpose

After the Spring Festival, customers' enthusiasm for consumption decreased. Lantern Festival is the first festival after the Spring Festival. Therefore, make full use of the lively, festive and reunion atmosphere of the festival to stimulate and induce customers' consumption, regain their enthusiasm for consumption and improve overall sales.

In addition, through various novel and effective promotional activities, we can consolidate existing customers, tap and cultivate new consumer groups, and enhance the popularity and reputation of supermarkets.

Activity content

Activity 1, the supermarket is full of affection, shopping is happy to send.

Activity time: from February X to February X.

Customers who shop all over 48 yuan at one time during the activity can get a bag of glutinous rice balls (worth 3 yuan) from the service center with a computer coupon, with a daily limit of 300 copies; Similarly, after shopping in 88 yuan, you can get a bag of glutinous rice balls (worth 5 yuan) from the service center with a computer receipt, and the daily distribution is limited to 100. After shopping for 108 yuan, you can get a bag of rice (8 kg) (worth 8 yuan) from the service center with the computer receipt, and distribute it in limited quantities 100 copies per day.

Note: The receipt amount cannot be accumulated, and each receipt is limited to 1 copy.

Activity 2: True love is unforgettable.

Activity time: on the evening of February x 19: 00-2 1: 00.

The purpose of the activity: to further contact customers' feelings, enrich community cultural life, set off the atmosphere, attract consumer traffic, and increase the collection of consumer traffic and consumers' attention. Enhance the good image of supermarkets in the public.

Activity content: hold a cultural performance. The content is noble, positive, healthy and lively, which embodies the theme of reunion and joy. During the period, interactive guessing games were interspersed and prizes were distributed on the spot.

Lantern Festival, also known as Lantern Festival, is a major traditional festival in China. Lantern Festival promotion activities create a traditional festival atmosphere with characteristics, so as to promote popularity, establish corporate cultural image and achieve the purpose of increasing sales.

I. [Activity Time]:

February 12 to 17 (10th to 15th day of the first month).

Second, the active subject:

Come to the Lantern Festival in the first month.

Three. [Event theme]:

1. Dice wins Lantern Festival [_ _]

During the first month 10 to 15, customers who have shopped all over 58 yuan in the supermarket and all over 88 yuan in the clothing department store can take part in the "dice win Yuanxiao" activity in the lobby on the second floor with the shopping receipt, with a maximum of five tickets per ticket.

Prize setting:

1: 00 to 5: 00: a bag of melon seeds 6: 00: Yuanxiao 1 bag.

2. Lantern Festival will be played in the first month [_ _].

During the activity, the supermarket launched glutinous rice balls, jiaozi, fresh food and other ultra-low-priced limited-time snapping up, the price is absolutely low, so act quickly!

Cody, Sanquan and other famous and exquisite Yuanxiao, as well as sugar-free Yuanxiao, gift Yuanxiao, fruity Yuanxiao, handmade glutinous rice balls and Yuanxiao, gather in the new century. The newly-launched glutinous rice balls machine makes glutinous rice balls with various flavors for customers on the spot.

Remarks: at least two hours a day (please arrange the activity time yourself, and it is recommended to arrange it at the peak of passenger flow to promote performance improvement. All departments will hold corresponding limited-time snap-up activities for big brands according to the situation, and strive to snap up at a price lower than the county average to improve the snap-up performance. The purchasing department will negotiate in advance).

3. riddle guessing, [_ _] riddle culture exhibition

From January 10 to 15, customers who have shopped all over 28 yuan in supermarkets and all over 58 yuan in clothing department stores can participate in the "solve riddles on the lanterns with a shopping receipt". Anyone who can guess the riddle can get a beautiful gift from the reception desk on the first floor.

Prize setting: 1 yuan or so.

Remarks:

① This activity must be attended with a shopping receipt.

② The guess answer number of spotlight must be consistent with the riddle number, and the answer should be written on the back of the shopping receipt.

(3) After the answer is accurately checked by the service desk, the answer can be obtained and posted on the answer before receiving the prize.

Fourth, [advertising]:

1. TV station advertisement, flying word advertisement, meteorological bureau advertisement

Television media

Broadcast time: February 22 -28

2.dm single page

Activity content

Dafang 16 opens 1 page.

Riddles: riddles are hung on the first and second floors.

In place on the ninth day

Hanging a popular lantern festival in the new century

New year's goods street with flags on the Lantern Festival.

Double-sided (in place on the eighth day)

5 Kanban outside the door: East Gate, Round Gate and South Gate Kanban.

(in place on the ninth day)

Broadcast: broadcast throughout the service desk.

6. supermarket cashier/service desk activity bulletin board: small billboard (in place on the ninth day)

7. Door stickers: all doors on the first floor

(Day 8 in place)

8. Banner: stairs on the first floor of cosmetics building

Double-sided kt board (in place on the eighth day)

Fireworks: Fireworks are set off outside the first floor.