Mid-Autumn Mooncake Marketing Program

Mid-Autumn Mooncake Marketing Program

I. Background: The custom of eating mooncakes at Mid-Autumn Festival appeared in the Tang Dynasty. In the Northern Song Dynasty, this kind of cake was called "palace cake", popular in the court

, but also spread to the people, then commonly known as "small cakes" and "moon ball". Su Dongpo wrote a poem: "Small cakes like chewing the moon, there are crispy and pleasant." Later on, they became rounded, symbolizing the beauty of reunion. Mid-Autumn Festival is a traditional Chinese holiday, consumers are more active during this period, easy to form consumption hotspots, so this period has become a good time for businesses to fight.

Second, the theme of the event: the Mid-Autumn Moon Festival moon cakes to draw the grand prize, TV computers and so on you get Third, the target group: the face of the majority of consumers

Fourth, the activities of the way: beautifully packaged moon cakes, iced moon cakes in large boxes priced at 500 yuan, pricing in the middle of the box priced at 300 yuan, the small box of moon cakes

200 yuan, consumption of 400 yuan to get a coupon, 700 yuan to get two coupons, 1000 yuan to get four coupons, and the first one is to get a coupon, and the other is to get a coupon. 1000 yuan can get four raffle tickets V. Purpose of the activity:

1, through this activity to increase the profitability of mooncake sales, and increase its sales

2, through the scraping of the raffle ticket way to redeem prizes, the first prize to send a value of 8,000 yuan of Hewlett-Packard computers, the second prize to send a value of 5,000 yuan of Sony LCD 42-inch TV, the third prize to send 2,000 yuan of the value of the Haier refrigerator, as well as a variety of Shopping coupons (50, 100, 200 yuan shopping coupons)

3, to increase the means of corporate competition, to make a difference

4, to scrape open a variety of grand prizes to attract consumers to increase sales, increase sales Six, the activities:

1, time: September 5 - September 12 2, location: Zhenjiang x x x x 3, the activities are prepared:

a. Arrange three lottery points and a redemption point to redeem the first prize, second prize, third prize b. Prepare 5,000 raffle tickets, five first prize, 15 second prize, 50 third prize

c. Pre-preparation (September 5 to September 7) 2,000 boxes of mooncakes, through the distribution of flyers, advertisements and other publicity ways to promote the event;

Medium-term preparation ( September 8th to September 10th) 2,000 boxes, step up publicity

Late preparations (September 11th to September 12th) 3,000 boxes, send flyers, a moderate amount of advertising

Mid-Autumn Mooncake marketing program

A summary

Mooncake is no longer a foodstuff, it's a cake of emotion, a cake of culture, a cake of the most traditional Chinese culture, a cake of the most traditional Chinese culture. Cultural cake, is a most traditional Chinese characteristics of the Chinese cake, sent to the Chinese people on the world and mankind's most beautiful and broadest expectations. Mooncake is a highly integrated body of emotion and culture, which contains the most beautiful emotions of human beings such as reunion, homesickness, hope to return home, lovesickness, affection, friendship, love, blessing, dream and so on. This plan according to the company's launch of craft gifts, comprehensive analysis of various factors in the consumer market, the product into the market to make a feasibility analysis and sales proposals.

Second, the background market analysis

(a) Background analysis

The moon cake as a festive commodity specificity, the selling period is but one month. Manufacturers are in this month before the Mid-Autumn Festival to fight hard to create instant explosive consumption. Changsha market mooncake brands, homogenization phenomenon is serious, raw materials, flavors, styles change little. Today's people are no longer satisfied with the family get together to eat a meal so simple, the Mid-Autumn Festival consumption tendency has some new changes, some people image of this kind of consumption manifestation called: "moonlight economy". Mooncake market, the low barrier to entry, a mid-autumn, restaurants, restaurants, candy, confectionery and other large and small production enterprises have to publicize, so that consumers are at a loss.

(II) Market Analysis

Crafts as a kind of goods into the ordinary consumer's family soon, due to both traditional and modern flavor, can bring greetings to the people at the same time, but also let people accept the baptism of culture. The trend of its development is very attractive, with great market space, lucrative returns, strong purchasing power and demand, making it a sunrise industry that will never decline.

Professional brands. Rosa, Xinglong as the first, supplemented by other brands, constitutes the most competitive position of Changsha mooncakes. It mainly includes brands such as Mirosha, Xinglong, Anqi, Mario and so on. These brands are mainly positional war, the means of competition openly called, the division of the war, marketing practices are flexible, pay attention to strategy, in order to conquer the city, seize the market share, increase the scale of sales for the main purpose .

Hotel: well-known hotels with its appeal in the market and mature channels, in recent years, have also entered the moon cake market, the main attack on enterprises and other group purchasing market, the hotel is the main characteristics of the moon cake impact on the market, to fill the inherent channels of the market gap.

Miscellaneous: scattered small food factories, small wholesale markets, marketplaces as the main component, this type of brand is mainly deposited in the low-end moon cake market, the use of guerrilla tactics in the market rummage, the power of the weak, the sales target low-income people, there is a price advantage, but the quality of moon cakes is difficult to guarantee.

Third, marketing strategy

(a) product positioning

Noble and vulgar, beautiful and generous, with high taste and strong cultural flavor, suitable for gifts to friends and relatives, their own collection and moderate price of a craft product. The products will be divided into high-grade, mid-range and low-grade three.

(B) the target market

The product is aimed at large and medium-sized enterprises and institutions of the collective consumer-oriented, as well as a part of the crafts, cultural literacy of consumers of the integrated market,

(C) sales channels

1, for key customers, you can send salesmen to contact a large and medium-sized enterprises, release product information, product features, understand customer needs, and not to send salesmen to contact a large and medium-sized enterprises, release product information, product features, and not to send a salesman. Characteristics, to understand customer demand, and lose no time to facilitate the order

2, to all kinds of shopping malls, handicraft stores as a platform to provide appropriate advertising support, and give certain preferential terms of sales

Fourth, opportunities and problems analysis

(a) Opportunities and advantages of the analysis

As consumers in the Mid-Autumn Festival period of consumption has become more and more diverse

As consumers' consumption in the Mid-Autumn Festival period has become more and more diversified, and it is easy to form a consumption boom in the Mid-Autumn Festival, especially handicrafts, as a new type of consumer goods, can attract consumers' eyes and cause the impulse to buy, thus forming a consumption hotspot.

(B) Threats and disadvantages analysis

The face of the market more and more crafts sellers, our competition is also more and more, the formation of the market is also more and more large.

Especially we can not be like some large-scale professional manufacturers can enter the large shopping malls, and even have their own stores, but also one of our major advantages.

(C) Problem Analysis

1, in the face of a wide range of crafts on the market, how to make our products more attractive to consumers' requirements?

2, how to overcome the information asymmetry in the mid-autumn market, our target customer needs.

V. Specific action program

Research stage. We now grasp the market situation to start, for the target market, especially the important target market tracking survey, timely understanding of the target market information, research and analysis of the target market within the scope of the demand and target market trends.

Distribution stage. Dispatch sales staff, with our understanding of the target market information, the target customers to visit, inquiries, and in the expected time to complete most of the ordering task.

Closing stage. Through a variety of means, to grasp the customer's needs and opinions, suggestions, and strive for the second order to complete the sales plan.

Six, risk control

For the analysis of the problem may exist in a variety of risks, as well as the various stages of the research of the various issues that arise, the plan to amend the timely, so that the risk is minimized.

Seven, the style and price of the mooncake

1,, this mooncake is designed for the newlyweds, we named it as long as the sky, it is priced at 299 yuan.

2. This is designed for children, its gift box is to take advantage of the majority of children like Pooh Bear, it is named Joyful Childhood, its price is 150 yuan a box.

3. This mooncake gift box is made of wood, practical and good-looking, can be given to elders. It is named as Harmony Full of Qi and its price is 388 dollars .

4. This mooncake box is mainly in red color, red one red fire, hope people's days are prosperous, so its name is prosperous full of energy. Its price is 588 dollars.

Mid-Autumn Mooncake Marketing Program III

I. Purpose of the activity: to take advantage of the Mid-Autumn Festival, combined with the actual situation of the hotel and the traditional Chinese national customs, to direct sales, to promote the full sales, to achieve economic and social benefits double harvest.

Second, the activities of the organization:

Leader: Wang Xiang

Deputy leader: Zhang Li Liang Ruicheng

Members: marketing staff and department managers

Third, the activities of the time:

August 15, 2012 - 2012 09 month 22 days

The hotel is a good example of how to promote the sales of all staff to achieve economic and social benefits.

Fourth, sales channels and promotional activities:

(1) sales channels for the major enterprises and institutions, the hotel agreement customers;

(2) in the lobby to open the moon cake tasting promotional booths, promoters wearing Chang'e-style clothing, the first-line service desk and all guest rooms placed in the Mid-Autumn Festival Moon Cake sales promotional color pages

(3) through the Marketing Department and the Food and Beverage Department to the city's major units door-to-door

(3) through the marketing department and the catering department to the city's major units to the moon cakes. Catering Department to the city's major units door-to-door sales, visit customers for large orders;

(4) sales by departmental allocation;

(5) the implementation of the hotel's full sales, commission sales system to stimulate the sales enthusiasm of employees;

(6) held a mooncake tasting and sales fair and thank you to the old customer cold dinner reception;

(7) in the hotel (7) In the hotel website and network booking rooms set up moon cake sales points;

(8) potential stores, supermarkets, sales agents.

Fifth, the relevant departments responsible for the work

1, Food and Beverage Department:

(1) to assist the Engineering Department of the lobby mooncake booth layout;

(2) responsible for the "thank you to old customers and Kelai Hotel mooncake exhibition" venue - the design of the table type, placement, and the design of the table type.

2, room service department:

(1) do a good job in the lobby service staff of the Mid-Autumn Festival promotional activities to the customer publicity;

(2) the Mid-Autumn Festival promotional pages placed in the guest rooms;

(3) design Mid-Autumn Festival in the guest rooms complimentary moon cake sales program, and do a good job of moon cake sales statistics.

3, Engineering Department:

(1) is responsible for "customer appreciation and Kelai Hotel mooncake exhibition cold dinner reception" venue, activities during the sound, lighting, projector debugging;

(2) to assist the marketing department to paste the building large advertising pictures;

(3) is responsible for the lobby of the mooncake booth production;

(3) is responsible for the lobby of the mooncake booth production;

(4) is responsible for the mooncake booth production;

(5) is responsible for the mooncakes, mooncakes, mooncakes, mooncakes, mooncakes, mooncakes, mooncakes. Mooncake booth production;

(4) Responsible for the construction of the hotel plaza mooncake point of sale.

4, Finance Department:

(1) organization and printing of Mid-Autumn Festival promotional pages;

(2) provide "customer appreciation

and Kelai Hotel mooncake exhibition" prize competition activities;

(3) to assist the marketing department to organize the prize competition activities gift distribution;

(3) assist the marketing department to organize the prize competition activities gifts distribution;

(4) coordinating the kitchen to display moon cake varieties;

(5) provide group purchase moon cake coupons.

5, the General Office, Personnel Department:

(1) responsible for the management of the lobby booth;

(2) "Thank you for customers and Kellett Hotel mooncake exhibition and sale" invited personnel to do a good job of leading services;

(3) is responsible for the Plaza mooncake point of sale and the organization of the sales point of the layout.

6, Marketing Department:

(1) is responsible for the moon cake activities, advertising pages, building advertising, group purchase coupon design, production;

(2) statistics, "thank you to the old customers and the Kellett Hotel Moon Cake Exhibition and Sale" invited list of people, the issuance of invitations, mass text messages.

(3) organization of "thank you to old customers and Kelai Hotel mooncake exhibition" program and maintain the order of the event;

(4) to assist the relevant departments for the mooncake booths, the layout of the event venue;

(5) is responsible for activities during the important customers to lead, reception, welcome and send off.

Six, the relevant work time requirements:

1, August 18 before contacting the moon cake box manufacturer and design box samples, 28 before the moon cake box in place. (Purchasing Department, General Office)

2'Lobby mooncake booth layout completed by August 25th. (Engineering Department)

3, the person in charge of collecting mooncake goods and sales statistics was in place before 8:30 on August 25th. (Finance)

4, outdoor advertising, publicity color pages completed before August 15 . (Marketing)

5, "thank you to old customers and Kelai Hotel mooncake exhibition" venue - multi-function hall layout on the designated September 5, 10:30 before all in place (catering, engineering, marketing)

6, Activities to invite the list of personnel, invitations issued, group text message to inform the designated date (September 2) before 12:00 completed. (Marketing Department)

7, the organization of the network mooncake sales points in place before August 25 to start selling .

(General Office, Personnel)

7, other

1, grade pricing: a paragraph 288 yuan / box

(Royal Feast: Shark's fin, abalone mooncake 12 pieces of 3 pounds)

b paragraph 188 yuan / box (Iron Box seven stars with the moon 8 pieces of 2 pounds)

c paragraph 98 yuan / box (reunion of the family 6 pieces of 1.5 kg)

d paragraph 58 yuan / box (Golden Kailai 4 yuan 1 catty)

2, the group purchase of the preferential price of the determination of the range?

More than 100 boxes of 6.5% off no more commission and rebate

More than 50 boxes of 20% off no more commission and rebate

Full of 10 boxes of a box

3, can we carry out the sale of prizes?

20% off or less to give the marketing staff commission of about 15%; that is, a paragraph 45 yuan, b paragraph commission 25 yuan, c paragraph

commission 15 yuan, d paragraph commission 5 yuan.

VIII. Activity budget

1, the moon cake box production: a box 200x60 yuan or so = 1XX yuan

b box 500x35 yuan or so = 17,500 yuan

c box 500x25 yuan or so = 12,500 yuan

d box 1000x13 yuan or so = 13,000 yuan

Total: 55,000 yuan

2, the cost of raw materials for moon cakes: a paragraph: 60 yuan / box

b paragraph: 45 yuan / box

c paragraph: 25 yuan / box

d paragraph: 12 yuan / box.

3, banner: 80 yuan

4, exterior wall spray painting: 300 yuan

5, moon cake color pages: 500 yuan

6, multi-functional hall spray painting: 160 yuan

7, Chang'e suit two sets: 300 yuan

8, the lobby booth moon cake point of sale and Internet marketing points: to be determined

9, cocktail party: because the number of people is not determined so the cost is to be determined

9, the reception: as The number of people is not determined so the cost to be determined