Marketing theme plan for the second quarter

Marketing theme plan for the second quarter

The second section of the marketing theme scheme has the characteristics of operability and feasibility. The purpose is to encourage the enthusiasm of buying, or to promote a product, which can attract people and shape the image of enterprises and shopping malls. Marketing theme plan for the second quarter

Marketing Theme Scheme for the Second Quarter 1 Marketing Activity Theme for the Second Quarter

One: Bank marketing

I. Brief introduction of the cooperative unit

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Second, the purpose of the activity

For the purpose of attracting customers, interact with community customers, create and feel the community culture of the project, drive new and old customers, improve the popularity of our community bank, attract the attention of customer groups, and expand the influence and popularity of community banks.

Three. Main points of activities

1, activity content

1, somatosensory games attract people's attention

In order to attract new and old customers to understand our community bank and enter our community bank, this competition was specially held and achieved remarkable results. Arrange a fixed period of time every week to conduct interactive projects of somatosensory games in front of our community bank or within the scope of our ability.

The content of this game is novel and exquisite, and it also has the effect of national fitness, which will definitely attract customers passing by, and these customers who stop must have the customer groups that our bank is looking for.

In addition, customers who participate in somatosensory interactive games need to sign their names in the activity participation details register and leave their phone numbers as the source of customer information of our bank.

2. When customers attract people to a certain scale, they can continue to answer questions with prizes.

Visiting customers can not only experience the fun of somatosensory games, but also participate in the award-winning feedback of answering questions, and the publicity will certainly achieve the expected results.

2. Exchange suggestions on topics

Suggestions for answering questions are as follows:

1. When was the bank established?

2. What is the bank's business philosophy?

3. What are the product specifications of the bank's wealth management products? Questions can be selected according to customer needs.

3. Publicity methods

1. Put campaign advertisements in newspaper boxes around community banks;

2. Post advertisements for marketing activities on elevators and bulletin boards in communities around community banks;

3. Promote activity information through WeChat;

4, activity feedback and tracking sales actions

On-site personnel will analyze the situation of customers' answers according to the development of activities and provide targeted services to customers. For customers who participate in the game interaction, after the game is over, they will conduct targeted in-depth excavation.

Fourth, the target customer organization.

1, target customer

Target customers include: visiting customers in the communities around the community bank who came here through publicity, and new customers brought in that day;

2. Customer organization

New and old customers coming to visit will come to our bank on the same day. After a brief understanding, the receptionist will conduct diversion guidance, bring the consulting customers to the consulting area, and bring the customers who participate in the game to the game area for registration.

When the game starts, the fixed staff will inform the game mode and matters needing attention, and then start interactive games and quick answer games. Customers who answer our questions correctly will get exclusive souvenirs from Bohai Bank.

Verb (abbreviation for verb) arrangement of time and place

1, time

You can use the holidays or statutory rest days after the opening of community banks.

Step 2: Location

At the gate of our community bank or within our ability,

VI. Expense budget, please specify the name, unit price, quantity and total price of each expense.

XBOX360 somatosensory game 1 3000 yuan.

Souvenir 100 0-500 yuan can use our existing cups or other,

Flat screen TV 1 3000 yuan community bank should have this equipment.

Seven, the expected effect analysis

1. The expected business volume brought by this activity.

The business volume can't be guaranteed, and the popularity will definitely increase.

2. The expected impact of this activity.

The expected impact left a deep impression on customers. At the same time, with the sales of wealth management and savings products, the deposits and business volume of outlets increased greatly.

Eight. Personnel arrangement and responsibilities

1, event planning: 2 people.

Responsibilities: Arrange on-site partition to receive customers and equipment debugging and other process distribution.

2. Activity coordinator: 3 people.

Responsibilities: receive visiting customers and do a good job in publicity and explanation.

3. Person in charge of the event site: 1.

Responsibilities: Responsible for all the details of the day's activities.

Section 2 Marketing Theme Scheme 2 Marketing Planning Scheme

I. Theme of the event:

Tell your favorite ta loudly.

Second, the activity time:

XXXX year x month x day

Third, the activity object:

/kloc-single men and women around 0/8-40.

Fourth, the purpose of the activity:

Since it is Singles' Day, we might as well hold a "Singles' Day Friendship" in the beauty salon, so that young single friends can find their favorite objects in the activity. And every friend who wants to participate in friendship wants to give his perfect side to each other, so let the beauty salon arm itself with all its strength. The beauty salon team carefully creates beautiful makeup for you. This is also an excellent opportunity for beauty salons to enhance brand awareness and increase customer trust.

Verb (short for verb) activity:

Activity plan 1: It seems that I like you loudly.

During the activity, boldly say what you want to say to the object you like and give away beauty products. Successful people who express their love can also get "in pairs" and "for life" beauty packages in beauty salons. These love packages are prepared by beauty salons for consumers free of charge while stocks last.

These activities are free to participate. After purchasing high-end beauty salon products, all the guests present can get cosmetic samples and give them to their favorite partners. If the confession is successful, the two will go to the "Happiness Gate" to receive gifts from the beauty salon.

Activity plan 2: Happiness is within reach.

At the Singles' Day event on XX, 100% can win the prize as long as customers buy products on the spot. With such a high winning rate to stimulate consumers' desire to buy, every customer participant can participate in the lucky draw. The prizes are first prize, second prize, third prize and grand prize, in which the first prize is 30% off the selected product or card, the second prize is 20% off, the third prize is 10% off, and the grand prize is a small gift.

Here, Pristine would like to remind all merchants that the prize setting should be based on cost accounting. The first and second prizes can be designed more and distributed to customers in the form of easy tickets. Especially for new users, let them feel the benefits and reality of beauty salons.

Holding Singles Day promotion activities in an innovative and distinctive way is also a prelude to the next year-end activities to attract consumers to actively participate in beauty salon activities in the future. Of course, if beauty salons can really be lovers, there are also many beautiful women.

Section 2 Marketing Theme Scheme 3 Marketing Planning Scheme

20xx is a year with far-reaching significance in the development of children's wear industry in China-the year of accelerated transformation of the industry, and the plan book for the creation of children's wear brands (II). In 20xx, according to the data of the National Bureau of Statistics, the number of children's wear enterprises above designated size in China increased by at least 30% compared with that in 20xx, and the average sales revenue of enterprises increased by 17.45% compared with that in 20xx.

The consumer market of children's wear is no longer just a "shrinking version" of adult wear, and children's wear of all ages and styles is increasingly rich; 20xx 165438+ 10, China Garment Association officially launched the "Top Ten in China".

This children's wear brand selection activity marks the official arrival of the brand era of children's wear industry in China. There are various indications that China children's wear industry is welcoming the peak of its growth and development.

Profitability needs to be improved.

The children's wear industry is undergoing a transition period and has not yet entered a stable and mature growth period. If a new brand wants to stand out, it must practice its internal strength and innovate its operation mode, which means that enterprises should increase investment in product design, production and sales, and strive to stabilize and expand market share, but this has led to an increase in sales and a decrease in profit margin.

According to the data of National Bureau of Statistics, the sales profit rate of children's wear enterprises in China decreased by 7.86% in 20xx, while the overall scale increased rapidly.

The growth rate of children's wear industry is much lower than that of the whole clothing industry. The profitability of children's wear industry in China is also significantly lower than the overall average level of the clothing industry, and it shows a downward trend. The average product sales expenses and average management expenses of children's wear enterprises are much higher than the average level of clothing industry, which makes the gross profit margin of children's wear sales higher and the net interest rate lower.

There are obvious differences in the cost structure between children's wear industry and adult clothing industry. Taking domestic children's wear as an example, the annual sales of a single store reached

500,000 yuan is a good performance, but it is common for adult clothing brands to sell more than one million yuan a year in a single store, and it is also common for a single store to sell more than five million yuan in men's wear industry. Although the sales scale of children's wear industry is small, the logistics cost, store rent, decoration and maintenance cost, labor cost and water and electricity cost are all the same, so the cost proportion allocated to limited sales is very considerable.

The limited sales of children's wear industry bear the same expenses as adult wear, which is also a main reason for the high price of children's wear.

Increasing the sales revenue of a single store and reducing the proportion of expenses are obviously the most direct ways for enterprises to increase profits. In addition to improving sales performance through differentiated competition and brand added value, it is undoubtedly an important means to improve enterprise management level and efficiency and improve enterprise operation ability.

Low-cost communication strategy of children's wear brand

Determine the direction and recipients of communication, and then you need to determine the ways and channels of communication. There are many forms of communication and different purposes. In the fast and low-profit market environment, low-cost communication strategy is obviously one of the good ways to promote brand development. This way is mainly advertising, including products, word of mouth, public relations, events, sports, focus, new media communication and so on.

1, low-cost communication strategy for children's wear: product communication. The spreading power of products has always been a neglected way of spreading. When the homogenization of children's wear products is serious (functional), the individual differences of children's wear products are actually a good way of communication. When children's wear products are placed in the hands of consumers, they can truly feel and make corresponding judgments, and their preferences directly affect their loyalty to children's wear brands.

In order to spread children's wear products, it is necessary to make an article on the information attached to children's wear products. A good children's clothing product is based on quality rather than concept. First of all, it is necessary to form differences in quality, which is the guarantee of information dissemination attached to children's wear. After experiencing products, consumers will always make a comparative analysis to determine their favorite degree. Quality includes not only product quality, but also function, design, concept and packaging. To ensure communication, information differentiation is the most important.

For example, you can deliver some unique functions for consumer groups; Eye-catching product packaging, etc., let your products enter the consumer's sight first. Media is information, and the product itself contains rich information, which directly affects the purchasing power. At the same time, it can also form a distinctive personality and unique style, which can promote and help users to know more about the brand and form a deep impression. People can even judge what brand of products it is according to its personality and style.

This is the result of product strength. The unique shape of "Sony Ericsson" mobile phone is affixed with the unique concept of "music enjoyment", which completely shows the connotation of its brand and makes people know that it is a "Sony Ericsson" product as soon as they see its appearance.

2. Low-cost communication strategy for children's wear: word-of-mouth communication. People only pay attention to the communication power brought by advertisements, but ignore the word-of-mouth communication power brought by services. The value and connotation of a brand are embodied by service and conveyed by word of mouth. The key is how to use word of mouth to spread effectively. We might as well lock in the role of "opinion leaders" in consumer groups and display a series of personalized brand services around them, even particularly targeted services.

Because consumers will spread and influence the people around them by word of mouth through their own personal feelings, which is very infectious and convincing. This is the real purpose you want to achieve. The author once suggested that a clothing brand regularly convene some vip users to hold leisure activities in some high-level clubs, and allow them to bring two or three guests to participate.

In this way, not only on-site sales can be realized, but also the mainstream consumption atmosphere can be formed through the rolling of the number of participants, and the sales volume is steadily improved. Word of mouth and service are integrated, and word of mouth comes after service. Because service is essentially a process of fulfilling a quality commitment and advocating a lifestyle. You did it, touched a consumer, and touched a group of consumers through word of mouth.

3. Children's wear low-cost communication strategy: public relations communication. Public relations is always a low-cost communication weapon, and there is even a saying that public relations comes first and advertising comes second. In addition to coordinating the relationship between public relations and society, public relations also has one of the most important communication channels-news media. The media is a public opinion platform with credibility, which affects a large number of readers. How to establish a good cooperative relationship with the media is directly related to the audience of brand information.

Media public relations is not simply advertising or promoting soft articles, but by planning and using some events, people and topics, it forms the same degree of attention as the media, so that enterprises can naturally be promoted to activists, leaders and even opinion leaders in the industry. Pay attention to the brand's sense of social responsibility, industry mission and integrity, so that consumers can fully understand the enterprise, thus establishing trust in the brand.

There is an angle and scale to grasp here, and special attention should be paid not to make smart consumers feel "hype". At the same time, the media is also a double-edged sword, which will also bring crisis, so it is necessary to form a media training mechanism (especially relevant leaders) within the enterprise to prevent the occurrence of public relations crisis.