The marketing program of the supermarket marketing program summary

Supermarkets want to take the initiative in the fierce competition, to obtain more customer resources, must fully consider the consumer's purchase decision-making process. The following is my carefully collected and organized supermarket marketing program, the following I will share with you, come and enjoy it.

Marketing Program 1

Activities:

(a) wearing class, bedding, luggage new 70% off

During the activity period, where a single store on the day of the purchase of wearing class, bedding, luggage merchandise new 70% off, in principle, to participate in the brand range should be wide, at least Jinan five stores of the same brand to ensure that the same strength.

This is the first time that we have seen this.

(Supermarkets and special brands are excluded, during the activity period, the member points card only points do not discount)

(B) shopping a shopping mall, to enjoy the unexpected surprises - "National Day shopping does not spend money. -7

Where the day of a single store full of 300 yuan of customers, with the shopping invoice to participate in the lottery, the opportunity to get the ticket full and half of the consumption rebate.

Rules of operation:

Each store set up a lottery box, there are 20 ping pong balls (including full refund 1, half refund 2, 17 souvenir prizes, you can choose the supermarket goods), the staff need to participate in the activities of customer invoices stamped with "l" chapter, the instant opening.

(C) the National Day with joy, a shopping mall to send well-being

This activity is designed to purchase the way through the shopping, after the 7.18 rainstorm, people in the face of accidents, disasters when the helplessness and uncertainty, highlighting the importance of the insurance, to be given through the shopping of personal accident insurance, reflecting a shopping mall people-oriented, care for the customer, in order to set up a shopping mall, the image of concern for the health of customers, play a certain role. Attention to customer health image, play a certain positive role. Because the National Day theme of the promotion has been launched in the whole field from 70% off, in order to control costs, this activity is used in the way of additional purchases, as the main activities of the additional activities, dilute the commercial atmosphere, highlighting a shopping mall to send the well-being of the marketing ideas that can attract the attention of customers.

During the event, where the day of single-store shopping for a total of 1,000 yuan (including supermarkets) customers, can add a certain amount of cash to the store's general service desk for "insurance card" a daily 500 per store, the insurance card set up as follows:

a series: plus 5 yuan to give the amount of coverage of $ 2_ accidental injury insurance (cost 15 yuan).

b1 series: add 10 yuan to give for the coverage of 63,020 yuan of accidental injury insurance (cost 30 yuan).

b2 series: add $10 to get a $281,000 traffic accident insurance (cost $30).

c1 series: add 20 yuan to give for the sum insured of 155030 yuan of accidental injury insurance

Marketing Plan 2

Activity Background:

August is entering the summer stage, the stage of the hot weather, the people's shopping behavior is mainly concentrated in the morning, the evening 2 stages, the goods purchased are mainly concentrated in the daily necessities. Mainly focused on daily necessities, with a certain amount of summer goods as a supplement, such as: watermelon, carbonated beverages, fruit juice drinks, sunscreen, etc. July _ store due to the adjustment of the pattern of the store, there is a certain decline in sales, in order to better strengthen the category promotions, to strengthen the sales of summer goods, especially to make the summer merchandise category promotions.

Activity Purpose:

1, better strengthen and stabilize the member customer base, through the members of each grade of the exclusive goods and certain forms of members of the lottery to pull together and stabilize the good weekly customer base.

2, through the summer merchandise category promotions, and make certain correlation promotions, to fully tap the market share, in order to rapidly enhance the sales of a large category of goods at the same time, to enhance the overall sales of the store.

Theme promotion: Ice cold bottom price scared

Activity time: _ August 4 _ August 12

The main idea: pull and stabilize the weekly customer base, to certain shock price goods as the mainstream merchandise, to attract a certain housewife, low and medium-end consumer groups, and quickly lock the weekly target customer groups, improve customer flow, and ultimately achieve sales recovery.

Promotional merchandise category selection: this category of promotions mainly hr (high definition, high sensitivity) class of goods (price elasticity ratio is higher than the main commodities, the customer purchase rate of higher commodities), such as eggs, rice, meat, oil and so on.

Specific quantity allocation:

Fresh food: about 10 sticks.

Vegetables and fruits: (2-3 sticks) such as: watermelon, green beans, rice, seasonal vegetables. Requirements in the case of trying not to do negative gross profit, can take the form of flat in and flat out.

Meat: (1-2) such as: the front leg meat (meat is now a hot market, the price has risen significantly, can be allowed to do a surprise price goods).

Cooked food: (2-3) cooked food commodities belong to the higher gross profit, price elasticity is relatively low commodities, then you can list about 1 surprise price commodities. Such as roast chicken, brine and so on.

Bread: (2-3) bread goods belong to the same high gross profit, price elasticity is relatively low commodities, customer purchase rate is more stable commodities, it is recommended to do a surprise price of commodities, 12 special commodities.

Food: 5 or so.

Cereals and oil: (2-3) Cereals and oil commodities, especially rice, cooking oil belong to the lower gross margins, price elasticity is relatively high commodities, the customer purchase rate of daily necessities, it is recommended that we do a surprise price of commodities, 12 special commodities, such as oil in the market price uniformity are rising, such as the ability to do a special oil, will be able to form a certain wave of rush purchases.

Category promotion: fight with the summer summer 100%

The main idea: August is the hottest month of summer, the ancients have the summer of three volts, said that in August there are in the middle and end of the volts, the intensity of ultraviolet rays and temperatures throughout the year, so in this month for skin care products (such as: sunscreen, sunscreen umbrella, etc.), go to the oil type of cleansing milk, etc., as a main promotional items

Specialized promotional items are not only for the skin care products (e.g., sunscreen, sun umbrella, etc.), but also for the oil cleansers as the main promotional items.

Specific promotional items are selected as follows:

Food; (the main product selection) 50

Personal care: sunscreen, facial cleanser, masks and so on.

Personal cleansing category: such as: shampoo, body wash, soap, paper towels, etc..

Family anti-mosquito category: insecticidal water, mosquito coils, electric mosquito tablets and so on.

Non-food items (related products selection) 10

Bedding category: air-conditioning quilt, mosquito nets, etc.

Household appliances: fans, air conditioners, mats, etc.

Department stores: sun umbrellas

Shoes: sandals, sandals

Membership of the exclusive commodities

Keynote: In order to better stabilize the members of the customer base, the special members of the exclusive surprise of about 8

Promotional merchandise selection: the main choice of items for the mr (no clarity, no sensitivity) goods, such as: instant noodles, pressure cooker, cooked food, beverages and so on.

Attachment: Sales in the same period of last year (_ August 3, August 12)

Including tax revenue

Percentage

Gross profit amount

Gross profit margin

Food zone

774728

53.68%

58804

8.83%

p>

Non-food section

285206

19.76

37030

15.19%

Fresh section

383209

26.55%

44417

13.21%

Whole store<

1443145

140252

11.25%

During the period: the number of incoming customers was 44660, and the unit price was: 32.31 yuan

Activity division of labor:

Responsible departments

Responsible projects

Store manager's office

1. Store activities General director.

2. General coordination of the groups of store activities

Store Procurement Office

Responsible for dm posters of the theme of promotional activities, the organization of goods, stocking plans to ensure that a full range of goods to the goods.

Store management

The overall supervision of the activities.

Store customer service

1. In-store radio publicity work.

2. Surveys of the surrounding community, the cycle of radio scripts

The store's various operating areas

1.

2. The publicity of the program of activities for salespersons.

Marketing planning class

1. Overall activity program planning.

2. Overall advertising and publicity and momentum, on-site and off-site atmosphere layout design.

3. Move inside and outside the field, the scene atmosphere of the layout, the production of the props scene ready in place.

4. Responsible for the activities of the publicity in place, the activities of the poster production and paste

Marketing Program 3

I. Activity Background:

After the Spring Festival, the "May Day" festival will be the face of the second sales season, the "May Day" festival will be the second sales season, the "May Day" festival will be the face of the second sales season, the "May Day" festival will be the face of the second sales season, the "May Day" festival will be the face of the second sales season. During this period, "May Day" long vacation, increased traffic, strong demand, in order to better seize this opportunity, launched this special planning activities, this promotion will be through a certain low-priced sensitive goods and seasonal goods promotion, pulling around the customer base, solid weekly customer base, so as to set up a good image of the home.

Second, the theme of the event: the feeling of home, the price of fun

Third, the event time: April 28 to May 10

Fourth, the purpose of the event: so that customers and friends to spend a relaxing, leisure, recreation, money-saving holiday, to enjoy the happiness of a family shopping, so as to promote the holiday consumption, improve the sales of the store.

V. Activity location: in-store promotions

store to contact daily chemical products, dairy products and other manufacturers to do off-site promotions, to contact a large off-site promotions (performances) and other activities.

Sixth, the form of promotion: buy free, on-site sampling, lottery and so on.

VII. Activities:

1. "May Day", I want to five dollars, one dollar goods concentration camps, composed of commodity goods on sale area (small food, small department store, daily chemical category, etc.), do cover.

2. Commodity discount purchase: a one-time purchase of up to 38 yuan of customers can enjoy discounts on rice / 500g, May Day discount per person limited to 1kg

3. Where a one-time purchase of more than 38 yuan of customers and friends, with a computerized ticket, you can participate in the lucky draw activities, 78 yuan for two times to buy more chances to win the prize, the more opportunities, and so on the small ticket is not cumulative, the maximum of three times! Times (outside the counter, home appliances do not participate in this activity). You can be lucky to get the following great prizes: (see the prize set:)

First prize: a gift worth 300 yuan (total of 5)

Second prize: a gift worth 30 yuan (5)

Third prize: a gift worth 10 yuan (20)

Fourth prize: a gift worth 3 yuan (100)

Fifth prize: a gift worth 1 yuan (500)

Note: 1. The day of the site to draw prizes, shopping tickets are not cumulative (buy more multiple).

2. All employees in the store are not allowed to participate in this activity.

Eight, the promotional options (*** counting 150 single product)

Fresh food category: 25 promotional items (surprise price of goods required 5)

surprise price of vegetables every day 1 single product,

Second, the theme of the event: May Day promotion

Activities:

A deep breath of the sea's flavor in the April 28 to May 3 period of time, where a person in a particular April 28 to May 3 period, where a supermarket outlets shopping full of 300 yuan of customers, you can carry out on-site lucky draw, the lucky four-day trip to the end of the world to Hainan to feel the "taste of the sea"

The grand prize of 2 (5 stores **** 10) each prize four-day trip to Hainan, a quota

First Prize 3 (5 stores **** 15) each prize Midea vacuum cleaner

Second prize 10 (5 stores **** 50) each prize Lipang rice cooker

Encouragement 100 (5 stores **** 500) each prize Kodak film roll

Second, clothing discounts their own

In the April 27 to May 26 period, where in a supermarket shopping mall to buy men's and women's clothing, women's and men's clothes, the A supermarket shopping mall to buy men's clothing, women's clothing, pajamas and other customers, with a computerized ticket can turn the lucky wheel, turn to a few discounts, customers can enjoy a few discounts on cash discounts.

During the event, there will also be clothing show and clothing rush activities. Clothing rush activities, held twice a day, to a minimum of 20% off.

Third, the May Day surprise trio

A play: the city's lowest (a variety of commodity prices the city's lowest, cheap to the extreme)

Duet: 200,000 points card customers "May Day" to give back

April 28 to May 3 period, all the points of the card customers with the points of the card can buy a special purchase of a supermarket. The card can be used to buy designated goods in a supermarket special offer.

Trio: happy shopping lucky you

May 1 to 3, a one-time purchase of 30 yuan in a supermarket customers can participate in on-site activities, a wealth of prizes, never miss. Prizes are: beautiful box of paper, 1 kg of rice, 500 ml of edible oil.

Fourth, the supermarket "May Day" part of the special goods: May Day during a supermarket **** launched a nearly 1,000 kinds of special goods, including daily necessities, food, electrical appliances, clothing, fresh food and other goods.

Marketing Program 4

Background:

Jiangkou County urban population of about 40,000 people, divided into the old and new city. The old city has a large population with a number of main roads and pedestrian streets and a number of commercial roads. The new town is a newly developed area, with the new county government and local town hall, as well as the Jiangkou County Casino, all within the new development area. There are two residential neighborhoods built by real estate developers and a dozen private houses built by local residents. The two neighborhoods have thirteen buildings (housing structure for commercial housing), each with about 356 residents, and about three hundred residents. There is a village not far from the development area with about three hundred households. The population of each household is four, and the total residential population is about 1,200 people. According to the government and real estate developers from the development of the development zone will build a building materials city field.

The Haojie Supermarket is located in the new development area of Jiangkou County, opposite to the new county government (which was relocated before May 2011). Surrounded by the town government and thirteen residential buildings (residential population of about four thousand six hundred people or so, all the residents have not been relocated.) As well as entertainment in Gangkou County. And about one kilometer from the supermarket there is a village of about three hundred families and has a large and small scattered residential areas for more than two dozen.

A: environmental analysis

1: the target group

thirteen residential residents, a village (about three hundred people), the county people's government, the town government, Jiangkou County Entertainment City, scattered residential (more than two dozen)

2: now the target group

ten minutes away from the supermarket in the middle of the scattered, the village population to catch up with the market, the other mobile population, the building The first time I've seen this, I've seen it in the past.

2: Competitors

1: One large-scale store (in comparison)

There is a certain degree of competitiveness

2: The other five are retailers

No competition, but can produce customer interception

Both are not within the shopping district

3: Transportation:

1: There is a bus Parking station

2: at the intersection of ten children, with two major arterial roads

Fourth: Problems

1: The supermarket lot is in the new development of Jiangkou County lot. According to the residential group to explain, the new county government has not yet moved, thirteen residential now four sold out, there are two in progress, the rest are in the state of construction. All the residents have not been relocated.

2: As the supermarket lot in the new development area, no nearby food market and other civic use place, showing that the supermarket is now in a single situation. It is difficult to achieve the use of other resources to attract customers.

V: Minjung strategy:

Now the target group and question one shows that the minjung is now the main target group and judgment of the minjung is now the number of people. This has resulted in a huge consumer groups.

1: product strategy (according to the living habits of migrant workers)

2: price strategy (using a low price affordable)

5: future trends

1: from the environmental analysis of competitors, does not pose much of a threat (are not in the business district)

2: a large number of people will be living in the future

3: the target residential area of the Jiangkou higher-grade residential (which seems to have the potential to be the most important). The target residential area is a high-grade residential area in Jiangkou (which seems to have a high spending power)

4: According to the residents in the neighborhood, there will be a building materials city in the business district

5: The relocation of the county government is expected to create a new economic zone in Jiangkou (but due to the local custom of catching the market, this economic zone is not suitable for catching the market, thus losing an advantage)

6: Threats (assumptions)

Based on the residential area, the target residential area is a new economic zone in Jiangkou (which is not within the business district). p>

Based on the analysis of residential groups and target customers and future trends. In the future it is likely that a large supermarket will be located on this lot.

Residential in three phases:

Phase 1: Eight buildings are now completed and four sold out. The remaining four are underway.

The second phase: three are under construction

The third phase: two are just finishing the foundation (including the assumption of opening a supermarket stronghold)

Households are relocated in three phases:

The first phase: relocation of households, about four hundred people. (The first phase of housing will take half a year

The second phase of housing will take about 800 people. (Phase 2 housing) time is one and a half years

Phase 3: Relocation of households, about 1,000 people. (Stage 3 residential) time is two years

Assumptions: If the size of this supermarket is as assumed above, the estimated time will be after one and a half years. Because in the first phase of moving in, the supermarket all the expenses can not be self-help, will be in a state of loss. Therefore, it is assumed that the time is set at one and a half years later. (But in the time above, will give the good and come to the supermarket enough development space and the establishment of market position)

From this analysis and judgment: from the three aspects of the idea, but the implementation of the time for a year later. Because that the establishment of the supermarket facade, must be a year later to complete.

The first aspect: the supermarket for five storefronts, an area of 250 square meters. Initial estimated capital (x million). But the supplier to lay the bottom of the estimated capital of 70 thousand. This scale supermarket opening time is set in the second stage.

The second aspect: the supermarket is six storefronts, an area of 300 square meters. Initial estimated capital (x million). But the supplier to lay the bottom of the estimated capital of 90 thousand. This scale supermarket opening time is set in the second stage.

The third aspect: the supermarket for seven to eight storefronts, an area of 350-400 square meters. Initial estimated capital is (x million) but suppliers paved the way for between 10-12. This scale supermarket positioning time for the third stage. (Need to consider, whether local households can make this scale supermarket profitable).

Assuming a hierarchical breakdown of competitor threats: the first aspect is a competitor, the second stage is a threatening competitor, and the third is in a wait-and-see state (adjusting strategy according to the situation at any time).

Marketing approach:

1: Short-term strategy

2: Medium-term strategy

3: Long-term strategy

All three, must be from the capital, supermarket capacity, resources, the number of tenants at each stage of the relocation of the progress of residential construction. To consider

A: short-term (time period of six months)

Now the target group:

According to the information, the surrounding villages, ten minutes away from the supermarket retail households (but will be part of the competitors intercepted)

Strategy:

From the present situation, now the target group of the supermarket's main customers, the most important point of profitability.

Strategy from the assumption of competitors as a starting point

1: product pricing

2: enhance awareness

3: increase reputation

4: core competitiveness (concentration of resources)

5: adjust the strategy in line with changes in the environment

Product Pricing

1: pricing based on the whole of Jiangkou County three Pricing based on the comparison of large supermarkets ()

2: Pricing according to the product space

3: Psychological pricing (such as transparent products positioned as low, non-transparent products priced high)

Enhance awareness

1: Publicity (develop large advertising banners vice)

2: Product, price (using word-of-mouth marketing)

3: Service attitude <

4: whether it is possible to increase the specialization of products (using product differentiation word-of-mouth communication)

Increase reputation

1: service attitude

2: superior products, price concessions

3: supermarket shopping environment

Core competitiveness

1: decentralization of funds

Put the existing funds, decentralized Incoming goods. Such as: the best-selling products for the advanced, less stock, more into some products to make the product more diversified.

2: centralized, multi-product categories

3: supply chain (whether it has the advantage)

Second: the medium-term (six months to a year)

Medium-term marketing strategy, from the number of tenants relocated, the development of the surrounding environment, and the short-term strategy of the response to be considered.

1: Resource Integration

2: Financial Advantage

3: Customer Resource (Develop corresponding strategy)

Resource Integration

According to the number of relocated households to develop

1: Looking for gas distributors, to see if it can be sold on behalf of the (highlighting the advantage of convenience)

2: Looking for mineral water dealers

The company's salesman, to see if it can be sold on behalf of (to further create the advantage of convenience)

3: to see if Gu a person to specialize in errands (specializing in errands for the customer for a number of miscellaneous things, such as: electricity, water, telephone bills) according to the store customers or non-customers for the appropriate fee schedule. The second educational resources network / I organize for everyone

Financial advantages: expanding the scale of operations (note that the environment will constrain the expansion of the scale of operations)

Customer resources:

1: for the corresponding membership card system

2: to carry out monthly, weekly, daily activities

Third: long-term (after one year to two years)

Long-term marketing strategy, through the short-term strategy to the medium-term (depending on the assumptions whether to enter) the degree of change in the strategy, the number of households in the region, the flow of people, the surrounding environment to enter into consideration.

1: Re-pricing of products

2: Develop a strategy based on the assumption that competitors will enter

3: Merchants (such as the introduction of food vendors and other suppliers of goods) Note: It must be based on the size of the supermarket

Re-pricing of products

1: the size of the supermarket

2: suppliers

3: the state of operation of the supermarket< /p>

Developing a strategy based on hypothetical competitor entry

1: From the medium-term strategy, to improve. Consider whether they have the ability to expand

2: the environment of the location of the supermarket, the factors that limit the expansion of the supermarket

3: if the hypothetical competitor appears, according to the competitor's business categories for the strategy

Merchandising Strategy

Two factors will limit the implementation of the Merchandising Strategy

1: is in the assumption that the supermarket can have the ability to expand

2: is in the assumption that the supermarket can have the ability to expand

2: is in the assumption that the supermarket can have the ability to expand

2: the location of the environment does not restrict the expansion of the supermarket

Strategy: if the two factors do not exist

1: recruiting to buy brussels sprouts (this strategy must be taken according to the local eating habits)

2: to increase the facade for the creation of the lettuce area (depending on the emergence of the root of the local area of the vegetable market) based on the area of the facade and the division, to attract business. Because set some conditions (this strategy depends on whether the supermarket funds and the supermarket itself ideas). Such as: the supermarket near the small vegetable stalls into the supermarket (the reason is to attract those retailers). First, the implementation of the first one or a few months do not charge (the reason is to let them see in the supermarket than the original place to earn money) Second, but earn money, the supermarket should be adapted to collect a certain amount of money.

3: other products investment (same as above)

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