Three company marketing plans

Article 1 Company Marketing Plan

1. Purpose of Promotional Plan:

1. By identifying key consumption opportunities during the New Year’s Day and Spring Festival, we will promote genuine products Sales volume and market share.

2. Use New Year’s Day and the Spring Festival, the most important holiday in China, to closely connect genuine brands with consumers and build genuine brand loyalty.

3. Connect with the atmosphere of family reunion during the festival and improve sincere brand affinity.

4. With the help of new image spokespersons and new packaging, we will comprehensively create a new image of the sincere brand.

2. Promotion plan strategy:

1. During the New Year’s Day and Spring Festival, we will attract housewives to buy and give discounts to consumers through full profit sharing of sincere products.

2. Use different promotion forms through various channels to convey the sincere New Year’s festive performance in an all-round way and increase product sales.

3. Promotion locations:

1. Municipalities: Beijing, Tianjin, Shanghai, Chongqing, 4 in total

2. Provincial capital city: Hefei , Shijiazhuang, Taiyuan, Hohhot, Shenyang, Changchun, Harbin, Nanjing, Hangzhou, Fuzhou, Nanchang, Jinan, Zhengzhou, Wuhan, Changsha, Guangzhou, Nanning, Chengdu, Guiyang, Kunming, Xi'an, Lanzhou, ***22 in total< /p>

3. General prefecture-level cities: Sales Department One: 65

Sales Department Two: 65

Sales Department Three: 65

< p> 195 units in total (each sales department will allocate according to market conditions)

4. Promotion time:

1. Vivid display: December 20, 2011 - February 23, 2011

2. KA store promotion: December 20, 2011 - February 23, 2011

3. Category B supermarket promotion: December 2011 February 20th - February 23rd, 2011

4. Batch market display promotion: December 20th, 2011 - February 4th, 2011

5. Promotion method: < /p>

(1) Promotional methods

1. Promotional content: Post genuine new product posters in small restaurants that are allowed to be posted, and at the same time carry out vivid displays in KA, BC, and D stores .

2. Launch target restaurants: 600 restaurants in municipalities/cities*4 cities=2,400 restaurants in provincial capital cities 300/cities*22 cities=6,600 restaurants

3. Poster posting requirements :

(1) Must be posted indoors in small restaurants.

(2) Post it on the wall about 1.5 meters away from the ground.

(3) Post 2 posters in each small restaurant.

(4) Our staff must personally post the posters in the store.

(5) Posting must be recorded. (See the "Registration Form for Outdoor Poster Posting")

(6) All posters are free of charge.

4. Store shelf display requirements:

(1) Display location: Genuine products must be placed on the shelves in the roasting area, located on the first or second shelf in the roasting area Location.

(2) Display area: Sincere products must be displayed in a centralized manner, with no less than 4 display surfaces for each specification, and the products are fully displayed.

(3) Display atmosphere: Products must have clear price tags, the display is neat and clean, the product is less than three months old, and the packaging must face the consumer. There should be no less than 5 pop-up cards and 5 plug-in cards in each store.

5. BC store display requirements:

(1) Display location: genuine products must be placed on the shelves in the roasted nuts area, located on the first or second shelf in the roasted nuts area Location.

(2) Display area: Sincere products must be displayed in a concentrated manner, with no less than 3 display surfaces for each specification, and the products are fully displayed.

(3) Display atmosphere: Products must have clear price tags, the display is neat and clean, the packaging must face the consumer, and the product must be less than three months old. Category B supermarkets shall have no less than 5 pop-up cards and 5 plug-in cards. No less than 2 product posters should be posted on the outdoor walls of Category C supermarkets.

6. Display requirements for Class D stores:

(1) Display location: Genuine products must be placed where consumers can most easily see and get them.

(2) Display area: Sincere products must be displayed in a concentrated manner, with no less than 2 display surfaces for each specification, and the products are fully displayed.

(3) Display atmosphere: The display is neat and clean, and the front of the packaging faces the consumer. There should be no less than 2 product posters on the outdoor walls of Category D stores, and records must be kept for poster postings. (See the registration form for outdoor poster posting))

(2) Promotional methods

1. Promotional content: Display at the K/A store, and at the same time, the new specification 340g will be displayed at the entrance. , 240g, select specifications to carry out special price activities, and arrange shopping guides in key K/A stores.

2. In event stores where 340g and 240g products are not available, 383g or 300g products will be displayed in piles, and the retail price will remain unchanged.

(Special price must be indicated)

3. Regulations on pile head display: All city pile heads in the event shall be displayed with special-shaped pile heads, and the minimum number of special-shaped pile heads shall not be less than 60% of the number of pile heads to be carried out. Each province produces the products locally according to the unified style of the company's special-shaped pile heads, and reports are made with regular invoices.

4. Special price regulations:

(1) The original supply price of 340g is 5.7 yuan/bag, and the selling price is 6.6 yuan/bag. During the event, the supply price is reduced to 5.4 yuan/bag. The price is 5.5 yuan/bag.

(2) The original retail price of 240g is 4.3 yuan/bag, and the selling price is 4.9 yuan/bag. During the event, the supply price is reduced to 3.9 yuan/bag, and the selling price is 4 yuan/bag.

5. Duotou display standards:

a. Display location: The pile of genuine products must be located in the main shopping channel with dense flow of people.

b. Display area: The area of ??the pile head should not be less than 1.2 meters * 1.2 meters, and the product display on the pile head should be full.

c. Display atmosphere: There must be clear price tags and hanging flags above the pile head, and melon seed product curtains around it. Promotional products are displayed on the pile head. The product age is less than three months, and the display must be Neat and clean.

(3) Promotional methods

1. Promotional content: During the event, Class B supermarkets will carry out activities of bundling 240g or 340g of 45g melon seeds.

2. Note: Supermarkets that sell both 240g and 340g must choose 340g for bundling.

(4) Promotional methods

Promotional content: Select a local wholesale market and select a certain number of wholesalers to carry out a vivid display competition. Qualified wholesalers on display will receive 2 pieces of 45g*90 melon seeds within 2 days of being informed of their qualifications.

6. Company resource support:

1. Municipalities:

a. 15,000 product posters

b. Outdoor walls are not Post less than 2 product posters and 2,000 blank posters

c. 2 rolls of curtains

d. 500 plug-in cards

e. 500 jump cards

　f. 500 hanging flags

g. Special price for 20 stores (the company will bear 50% in cities with customers)

h. 20 store piles Head expenses (in cities with customers, the company bears 50%)

i. Two months’ salary for 10 shopping guides (in cities with customers, the company bears 50%)

j, 8 Shopping mall bundling costs (in cities with customers, the company bears 50%)

k. Display costs for 30 wholesale customers (in cities with customers, the company bears 50%)

2. Provincial capital cities ：

a. 8000 product posters

b. 1000 blank posters

c. 1 roll of product curtains

d. 500 Each plug-in card

e, 500 pop-up cards

f, 100 product hanging flags

g, 10 store special prices (customer cities, The company bears 50%)

h. 10 store stacking costs (in cities with customers, the company bears 50%)

i. Two months’ salary of 5 shopping guides (if there are customers city, the company bears 50%)

j. Bundling costs for 5 supermarkets (for cities with customers, the company bears 50%)

k. Display costs for 20 wholesale customers (with customers city, the company bears 50%)

3. General prefecture-level cities:

a. 5,000 product posters

b. 1 roll of product curtains

c. The company bears 50% of the special price charges for 5 stores

d. The company bears 50% of the stacking costs for 5 stores

e. The company bears the display for 15 wholesale customers 50% of the cost

7. Plan implementation:

1. Each city will implement it according to the city level.

2. In order to standardize and unify the 2005 New Year promotion activities and facilitate the company's centralized resource planning and allocation, the national market will stop reporting from December 2004 to 2005 starting from December 12, 2004. Promotional plans for all markets above prefecture-level cities in February. (Except for scratch cards and dealer purchase bonuses)

3. All provinces and regions must report the participating cities and activity details of provincial and regional activities in accordance with the company's New Year's Day and Spring Festival promotion implementation standards before December 12, 2004. Companies that fail to submit applications after the deadline will not be accepted. (For details, please refer to the "2005 New Year Promotion City Submission Form")

4. The four cities of Shenzhen, Dalian, Qingdao, and Suzhou shall implement the provincial capital city standards.

5. Each city determines the local K/A, BC, and D quantities according to the company’s retail format classification standards. Activity terminals must comply with the company's retail format classification standards, and activities are carried out based on objective quantities.

6. Each city must strictly implement the activity content and methods, and no modifications are allowed at will.

If any adjustments are needed, they must be explained in writing to the sales department, reported to the marketing department for filing, and reported to the general manager of marketing for approval.

7. Work and holiday schedule for shopping guides:

December 20, 2011 - February 7, 2005: Normal work

February 2011 8th - February 13, 2005: Spring Festival break

February 14, 2011 - February 23, 2005: Normal work

8. Working hours of shopping guides ( Each city shall refer to the arrangement according to store business hours)

Morning: 10:00-12:00

Afternoon: 13:00-21:00

9. Shopping guide salary:

Shopping guide salary adopts the basic salary + commission method. Shopping guides use the store computer sales list to calculate commission every month.

Municipality: 700 yuan/month + 1 yuan reward for each piece sold.

Provincial capital city: 500 yuan/month + 1 yuan reward for each piece sold.

10. Shopping guides must fill in the working day report every day.

11. Branch and office supermarket agents are responsible for the tallying work in stores without resident shopping guides.

8. Activity monitoring:

1. The provincial and district managers are responsible for the specific overall arrangements for the activities.

2. Inspections of event cities in various provinces and regions:

(1) Vivid inspections shall not be less than 5 times per month.

(2) KA and B category supermarket activity inspections shall not be less than 5 times per month.

(3) The number of market approval activities shall not be less than 3 times per month.

3. Inspection records must be filled in according to the form.

4. Relevant leaders of the company will conduct random inspections.

5. The marketing specialist is responsible for the final authenticity verification of the event.