When the new supermarket opens, are there any novel and innovative promotion schemes to attract customers?

The detailed promotion plan is as follows:

First, choose the right store;

1. The store attaches great importance to this product and has a strong willingness to cooperate. Willing to cooperate with factories in promotion, stocking, display, profit, publicity and pricing (

In particular, we must be cautious when cooperating with supermarkets that are famous for smashing prices);

2, large flow of people, good image and good geographical location;

3. The positioning of the supermarket is consistent with the positioning of the customers in its business circle and the promotional products and the target consumer groups.

Supermarket promotion plan

For example, it is best to choose a glass bottle soda promotion shop near the family area or school; Leisure products are best promoted in high-profile supermarkets or aristocratic houses in the city center.

Supermarkets in downtown and downtown areas.

Second, there must be incentive and promotion policies;

1, a great teacher makes a great teacher: eliminate the negative impact of disguised price reduction promotion in the name of holiday gifts and new products;

2. Effective publicity:

ü The "event name" should be attractive and easy to spread:

For example, a rice wine manufacturer promotes its products for heating and drinking in a hotel, and the promotion is called "Plum Cooking Wine Hero".

Nestle plus coffee to send coffee cups is called "Happy Red Cup Send (Ode)";

ü The nickname of the gift should be loud:

For example, KFC's star plastic man was named "Super Cool Ball Party"

(4) should improve the value of gifts:

Such as: colorful summer anti-ultraviolet secret solar fan;

ü Limited catalytic talent:

Consumers always buy up and don't buy down, so that consumers can see that there are not many gifts piled up at the event site, and there are many empty boxes next to them. This kind of "

The feeling that there is no gift if you are one step late will greatly promote the desire to buy;

3. Try not to give away the same product (such as "buy two and get one free"), so as not to be suspected of selling goods at a reduced price, and the result may be "not hitting" the target consumers.

And "hit" the cheap and low-income consumer groups.

4. Mature brands can be used to drive new brands to bundle sales, but it should be noted that their grades and positioning must be at the same level (if old brands are already facing,

All kinds of brand crises and outdated images are not desirable).

For example:

Sprite is one of the main products of Coca-Cola Company, especially in second-and third-tier cities. What is striking is the company's push after Sprite and Fanta.

Another new brand, the target market positioning is similar to Sprite. Eye-catching listing and Sprite bundled sales have achieved good results in the secondary and tertiary markets;

The famous Zhu San Company launched a new product and bundled it with the old product Zhu San Oral Liquid, but its old product was accepted by consumers because of the long-term advertising demand.

High commitment, at the same time facing major consumer complaints, poor brand image. Tie-in with new products dragged down the new products and ended in failure.

5. The promotion policy for consumers should not be too high, and various choices should be provided.

Such as: buy 1 bag/bag to send transparent key bag;

Buy 2 packs/pack for highlighter;

Buy 5 packs and send a set of darts toys;

Buy 1 box and get a free T-shirt.

6. Time-limited principle.

When you cooperate with the supermarket to buy gifts and special promotions, you must pay attention to clearly limit the time in the promotion agreement, otherwise there will be gifts/special promotions during the promotion period.

Insufficient supply of products will lead to the danger of fines and clearance.

Third, choose appropriate product items, promotional items and gifts;

1, design principles of advertising products

④ The style of advertising products should conform to the psychological characteristics of target consumers:

For example, the keynote of sports beverage publicity materials: alliance with sports events, full of vitality, and rapid replenishment of physical strength;

The propaganda direction of low-priced food: more affordable, heavier, more eggs and more nutritious;

The propaganda style of children's products: products are delicious/easy to use, gifts are fun, and cartoon demands;

ü Promotion POP price list and contents:

The promotional price and the original price are marked at the same time to show the difference;

Try to reduce the text, so that consumers can read the whole text in three seconds and clearly know the promotion content;

(4) skillfully write specials:

Some city price bureaus stipulate that it is not allowed to mark the words such as original price and special price comparison on posters. In this case, the most unsalable taste can be written with the original price and the rest.

Consumers will naturally understand the special price of flavors (such as seafood flavor 2 yuan/bag, other flavors 1.8 yuan/bag).

ü Famous teachers: being labeled as "excuses" such as listing new products and giving gifts on holidays;

(4) write clear restrictions:

Such as: 5 packs per person, weekend promotion, limited sales, until sold out, valid before ×× date, etc.

2, the principle of gift selection

ü Be as original and ordinary as possible. Let consumers know at a glance whether it is affordable and whether they are attracted by its novel appearance (too "unusual"

"Gifts, such as Rubik's cube pens and mountaineering knives, are unacceptable because consumers don't know the use or the use is not extensive);

④ High image and low price;

For example, hanging watches, aprons, T-shirts and calculators have a strong sense of value, but the procurement costs are relatively offset;

ü It is better to have propaganda significance. Such as aprons, T-shirts and cups;

④ It conforms to the psychological characteristics and brand positioning of the target consumer groups.

For example, sports drinks are given as Olympic souvenirs;

A low-priced instant noodles, for monosodium glutamate;

Carbonated drinks for deformed Mu Si, skateboard, transparent key bag;

ü The gift value is between 5% and 20% of the product value. If it is too low, there will be no promotion effect; Too high will have a negative effect.

Four, according to the scale of activities to determine the number of promotional personnel, product reserves and material needs;

Effect estimation: It refers to making the sales volume during the promotion period according to the historical sales volume of the selected supermarket and considering the influence of the promotion policy on the product flow.

Estimate.

Cost estimation: According to the sales forecast, the corresponding materials: advertising products and gifts are equipped, and the sales volume is estimated according to the size of the selected supermarket and the length of the promotion period.

Quantity, prepare the corresponding promotion staff budget.

Fifth, stipulate the frequency of return visits by industry representatives to maintain the effect of the activities;

Note: If the promotion period is longer than 1 day, it is easy to ignore the criteria of timely replenishment, display, ensuring sufficient goods in the venue and orderly display.

It is also prone to problems. Therefore, it is necessary to put the responsibility of product stocking, display and advertising layout into specific people in the promotion case.

Physically; During the promotion period (for example, the industry representative keeps the frequency of supermarket return visits for 2 days/time, and is responsible for the adequate supply of all items in the supermarket; Resident promoter

The clerk is responsible for the display, price labeling, promotion of advertising products, control of gifts and early warning of shortage in the supermarket)

Six, personnel and materials preparation work has been completed;

Substantive preparations need to subdivide responsibilities, implement them to people, and stipulate the completion time, so as to avoid missing a certain job and affecting the overall process.

Example:

BACKGROUND: A dairy enterprise plans to do a promotional activity of buying dairy products and giving gifts in Starlight Supermarket on June 10-June10. The activity plan has been worked out and approved.

Through, and set up a special promotion activity group: including 1 project manager, 2 activity group members, 1 promotion supervisor (in order to highlight this promotion activity,

Dynamic effects, gifts and promotional items shall be ordered separately).

The activity preparation schedule is as follows:

Work items need preparation time, completion time, performers and followers.

1. Design and procurement of Guangxuan products. The design cycle of Guangxuan products is 2 days, which will be submitted to the project manager for approval. The procurement and production cycle is 3 days, and the project will be submitted before September 5.

Project Manager 9. 1—9.5 9.5 Purchasing Department/Promotion Team A Purchasing Department Manager/Project Manager

2. The gift making cycle is 5 days, and the samples shall be submitted to the project manager for approval, and submitted to the promotion project manager 9.1-9.59.5 before September 5.

Personnel of purchasing department/personnel of b promotion group purchasing manager/project manager

3. Confirm that the promotion supermarket will show the promotion policy to the store in writing, and provide information such as stocking, pricing, venue provision, promotion product layout, factory promoters, etc.

Number of employees, promotion area and other identification agreements, and obtain the approval procedures of on-site promotion personnel. 9.5—9.20 9.2 1 industry representative A/ project manager

Project manager

4. Negotiate with the store to ensure that the store has sufficient and complete goods before the promotion date. 9.25—9.28 9.28 Industry Representative A Project Manager.

5. Reconfirm the promotion cooperation with the store. Negotiate with the store that signed the promotion agreement and reconfirm the 9.28—9.29 9.29 industry representative A/

project manager

6. Promotion Personnel Recruitment Five experienced promotion personnel (with local ID cards, health certificates and guarantors) are introduced according to the promotion training method.

On-the-job training 9.1-9.5 recruitment 9.20-9.28 training 9.28 promotion supervisor is responsible/activity group employees A and B assist the project manager.

Work items need preparation time, completion time, performers and followers.

7. Before the promotion begins. The inventory and display of promotional products and products in the store meet the set requirements. In the promotion plan, the goods are prepared, displayed and priced at the promotion site.

, layout, etc. (It is better to have a scene simulation diagram). All requirements are in place the day before the promotion. 9.29—9.30 9.30 Industry representatives A/ Promotion activities

Project manager of all personnel in dynamic group.

8. Confirm that the preparatory work has been fully implemented, and all the contents of the promotion have been agreed with the store and confirmed; Complete materials; Chen promotion store product supply

Columns, advertising products and prices meet the requirements; Promoters who have passed pre-job training 9.29—9.30 9.30 Project Manager Sales Manager

9. Arrange the promotion personnel to enter the site and start the promotion. On the first day of promotion, all members of the promotion activity group were present, and the project manager followed up all day to correct the deviation in time.

The sales manager reviews the promotion effect of the day10.110.1project manager sales manager.

Seven, establish the necessary concise information reporting and recording tools between each post and each work link, smooth the channels of verification, supervision and reply, and increase the pre.

Police crisis management function;

1. Return visit requirements and working day report of business representatives;

Submitted by: Industry Representative

Content: Visit time to supermarkets, check the records of stocking and display, follow-up work records, and problems that need support.

Reporter: Project Manager/Sales Manager

2. Working day report of the sales promotion lady;

Fill in the form: miss sales promotion;

Content: the collection, consumption and return of gifts by each person on that day; Promotion performance of the day; Competing product flow feedback; Other abnormal information;

Reporter: the person in charge of the promotion site (such as the promotion supervisor)

3. Promote daily newspapers;

Fill in the form: the person in charge of the promotion site (such as the promotion supervisor);

Content: the overall promotion performance of the day, the attendance score of promoters, and the number of gifts returned; Abnormal information such as competitive product information feedback;

Reporter: Project Manager

4. Promotion effect checklist;

Filled by: designated sales promotion inspector (such as project manager and sales manager).

Content: Promote site layout; Check and verify the work attitude, skills and cooperation of promoters and stores.

Reporter: Project Manager/Sales Manager

5. List of rewards and punishments and list of promotion expenses;

To sum up, a careful supermarket promotion implementation case should include the following contents:

1. Background: Why promote-promote new products? Holiday promotion? Competitive offensive? It is intended to persuade the boss to promote sales.

The necessity of moving.

Second, the strategy: What kind of promotion ideas do you choose? What kind of purpose should we achieve?

For example, promote a product during the National Day to enhance consumer awareness;

Third, the content:

1, time: accurate to the hour.

2. Location: Specific to the name of the supermarket

3. Executor: specific to the post and name.

4. Promotion policies:

① Promotion form (check the correct answer)

A, buy B, C, D, E and games.

F, redemption G, lottery H, integral I, others

② Specific content: Details of the content of buying gifts or special offers.

③ restrictive conditions

finite time

5. Ways of publicity and display

Hand-painted POP table, posting location;

DM table, distribution time and frequency;

Stack the POP table and display the requirements;

(Attachment: hand-painted POP samples, DM samples, stacked POP samples, and on-site promotional cloth.

Scenery renderings, live display renderings, etc. )

6. The implementation of the responsibilities of each post (display, publicity, gift control, timely replenishment, etc. ) and reward and punishment system.

7. Information reporting and recording tools

8. Effect estimation

9. valuation

Main points of preparation for supermarket promotion activities

With a clear and thorough implementation plan, the preparatory work becomes much easier because of organization, but there are also some pitfalls and tips that are easy to appear in the process of implementing the preparatory work.

First, negotiation skills.

(1) Make full preparations before sentencing:

A. Ask the store in charge of this activity, agree on the time and place of the negotiation, and politely tell the other party how much the negotiation will cost.

Time.

B, prepare sufficient negotiation tools:

Including: promotion policy display, gift display

Sales records of your store before the promotion.

The estimated sales volume of your store after the promotion.

Sales growth (forecast) curve

Profit growth (forecast) curve

Popularize site layout renderings.

Description: Negotiation is a bargaining process, and the skill of winning negotiation is to let the other party deeply feel the benefits brought by this activity.

Tools are designed to achieve this effect. Vivid demonstration tools such as legends, materials and renderings will make the negotiation more convincing.

C, speech outline

Including:

Purpose of negotiation: stocking, display, price, publicity, layout,

Pile head size and area, number of sales promotion personnel, working place, clothing, etc.

Before the negotiation, experienced supermarket business personnel should be called to discuss, and the mall can

You can put forward requirements and objections, and everyone can brainstorm and make a response plan.

② Other skills

Pay attention to control your emotions and avoid impatience, impatience and excitement. situation

Always keep a calm and rational attitude;

Don't make promises that exceed your authority, and don't exaggerate. Our cooperation is long-term;

Play hard to get. Know in advance that you can make concessions, even if the other party's request is

It is not easy for us to reach an agreement in our plan. Concessions after "hard" negotiations will make the other side happier and have a "sense of accomplishment".

Grasp the rhythm of negotiation, and when making a request to the other party, avoid asking another question before the other party answers.

The requirements for the other party's choice are low;

When the negotiation fails to reach the knowledge of * * *, we can put it on hold for the time being and talk about it later;

If it is necessary to postpone the negotiation, the time and specific content of the next meeting shall be arranged;

③ Confirm the negotiation results.

Identify the promotion agreement, indicating the time, store name, display mode and area, publicity mode (with effect diagram), quantity of goods purchased by the store and payment.

Settlement method, promotion fee standard, payment method, number of on-site promotion personnel, clothing, work area, etc.

2, the preparation work should pay attention to:

(1) The responsibility for the preparatory work shall be assigned to people, the completion time shall be specified, and the reviewer shall be appointed. Only after all the work is confirmed can it be promoted. (As mentioned above)

(2) If the planning and execution of the activity are not carried out by the same team, the planner should give the performer an oral, written, iconic and live performance before the activity begins.

Fully explain the content of the scheme in the form of instructions, and the planner should send someone to track the implementation process and give guidance;

(3) Display, loading, advertising product layout, etc. should be carried out as far as possible the night before, and should be avoided on the day of the event, not to mention in the store.

Make the peak period lively, so as not to cause confusion on the spot and inconvenience to the store;

(4) Make a good address book of relevant personnel before the event to ensure smooth communication. At the same time, who is the contact person of the store (such as the head of the cabinet) during the promotion process.

, contact information and who is responsible for the store with serious problems (such as store manager and store manager), and how to contact;

⑤ Before the activity, we should reach an understanding with the shopping mall on the safety of gifts. Supermarket staff often ask salespeople for gifts and giveaways and give them.

Any one of them may attract many people, and no one can afford to offend them. So it's best to talk to the store before the promotion.

In fact, store managers are requested to restrain employees from asking factory salesgirls for gifts during the promotion period. After the promotion, you can ask the salesgirl for a gift.

The person in charge of factory promotion presented some gifts to the shop.

Second, the promotion activities on-site execution matters needing attention:

1. On the first day of promotion, the sales personnel/promotion leaders and senior management should arrive early, reconfirm that the preparation work is in place, and sort out the advertised products.

, display and price tag. On the same day, the supervisor should follow up the whole process, understand the shortcomings of preparation and scheme, and prepare for adjustment and improvement. For extension workers,

Conduct on-site counseling and training;

2. The longer the promotion period, the more likely it is to be out of stock. It is necessary to stipulate that the sales staff should pay a high-frequency return visit to check the inventory to ensure the safety of the inventory;

3. The sponsors shall specify the following contents:

① Promotion purpose.

Not only selling products, but also the direct/indirect participation of consumers;

Publicity of brand image, interaction with shops, deepening customers' feelings, and feeding back the sales information and use information of competing products;

Understand the above purpose, the promoters will not become simple vendors, but will standardize their words and deeds and etiquette in the promotion process.

All consumers (including those who have not bought) enthusiastically introduced them and actively helped the sales staff in the store to do the little things they could and fill them out carefully.

Promotion day report;

② Promotion policies, products and prices;

(3) sales skills:

Including:

Sales mentality:

Sales promotion begins with the customer saying "no";

Sales promotion is achieved in probability-no matter how many rejections you experience, you should remain positive and happy.

Working status of;

The secret of promotion is: initiative;

Selling words: consumer objection answers, target consumers, etc.

Step 4 manage

L Etiquette, clothing, work discipline, inspection methods, forms to be filled in, salary and reward and punishment system;

L The supervisor will check and grade whether the on-site personnel are working actively and seriously according to the training content of post responsibilities, and notify relevant parties.

People;

L The supervisor holds weekly meetings of sales promotion personnel to count sales volume, evaluate performance, read out inspection results, understand existing problems and find them in time.

Seek improvement;

5. Informing is the key to successful promotion:

1) Consumers can see eye-catching promotional information when passing by the store;

2) There are promotional information on the shopping shelves in the store;

3) The promotional products in stacking and promotion areas should be as concise and eye-catching as possible, so that consumers can get them within 3 seconds.

4) Understand the promotion content;

5) The supermarket is not in the sales area of this commodity and is told that "we are promoting sales today" and

6) indicate the sales positioning of the product;

7) Cashier, entrance and exit are the only places to pass, and they are the key notification areas.

Through the arrangement of the above five notification points, consumers can enter the store through the store door, shop in the store, in front of the shelves, and shop in areas where this product is not sold.

Domain, you can contact the promotion information of this product at any time before promoting this product. This in itself is the most powerful promotion policy. vast

Informing is the secret of successful promotion.

Verb (abbreviation of verb) Summary points of supermarket promotion activities:

1. Comparison of sales before promotion and sales during promotion;

2. The comparison between the profit before and during the supermarket promotion;

3. On-site photos;

4. Report the total cost of activities, and report the proportion of total sales and expenses of activities;

5. Competitive product information, the number of consumers directly/indirectly involved, the store's willingness to cooperate, and suggestions;

6. The project manager visited the person in charge of the store again with the responsible industry representative, and made an "evaluation" of the store by using tools such as on-site photos, sales comparison before and after, and profit comparison.

Make a report ",which aims to convey that this activity is beneficial to both sides, bring sales profits to the store, enhance the image of the store manager and listen to the owner's."

Opinions and suggestions on further enhancing the cooperative relationship between the two sides;

7. The activity group held a summary meeting to summarize the successes and shortcomings of the activity and lessons learned, and put forward suggestions for improvement;

8. Further revise and improve the job responsibilities, training materials, preparation progress and speech skills in the promotion case, so as to accumulate experience for the next activity.

Accumulation, as well as the performance appraisal and rewards and punishments of relevant personnel.

Sixth, the supermarket is vivid.

Supermarket is a self-help shopping place, and the vivid display of products directly determines the promotion of sales, which is expounded in this topic.

Vivid rules:

Vivid function: stimulating impulsive consumption;

Keep your trademark image in front of the public and play an advertising role;

Let people feel the product quality and brand image;

Vivid meaning:

Consumers will not choose you if they don't see the product; Products that are not on the shelves cannot be bought;

(Invisible is disunity)

Both the company and the owner lost profits and sales;

Lost sales opportunities will not come again;

Vividness is the bounden duty of business personnel, and it is also the last and most important means to increase sales and establish brand image;

The vivid and even distribution of goods shows that the business personnel are conscientious and it is not their fault that the sales volume is small.

On the contrary, no matter how big the sales volume is, the poor vividness and distribution of goods also shows that the potential has not been fully tapped.

The Law of Vividness-Shelf Display

A, centralized placement, the more rows, the more sales opportunities, and the sales volume is directly proportional to the number of rows. Therefore, the product layout must be larger than the layout of the main competing products;

B. Chen You sells products that have the greatest sales potential or are being promoted;

C, packaging level, brand vertical, light on the bottom, small before big, unified packaging order;

D, clearly marked price is the most powerful advertisement. Prices in different devices in the same store must be the same;

E, insist on first-in first-out for each visit, avoid long-term exposure of products, clean products in time, eliminate defective products, and ensure first-line (rack) filling.

Sufficient, promote the back line (supermarket temporary warehouse) empty warehouse;

F, all prominent trademarks (Chinese);

G, next to the best-selling products, don't and heterogeneous together;

H, when displayed in the freezer (supermarket), there should be POP advertisements to remind consumers to take it by themselves, and frozen products should be placed in the front row of the freezer;

Vivid regular floor display

A, unless there are designated promotional items, it is best to use the same package for a floor-standing display. Only when the space is limited can you choose a multi-package display combination.

B island display:1-1.2m, located in the main passenger passage, products can be taken from four directions.

Trapezoidal display: 1.2- 1.4m, stacked in steps, except that all boxes at the bottom layer are cut and indented step by step to expand the visual surface.

C, press the line and put it in front of all competing products; If the competitor's products are displayed on the floor, the company's products must be placed on the outermost side of the competitor.

Front.

D, all displays must have clear and obvious price labels and related advertising columns or trademark stickers.

E. Clean the exhibition area every time you visit, and remove every package of non-company products and defective products.

F, each package of products must be face up, and the supplementary products should be from back to front and from top to bottom.

G, don't make it difficult for the store to replenish goods, and don't put them together with different types.

H, don't forget safety.

I, according to local conditions, don't stick to one pattern and use all positive factors to highlight your products.

J, there must be a clear price tag. Removing a few cans means that the products are on sale.

The Rule of Vividness —— Selection of Display Location

A, facing the door, where the entrance is visible; Eye position170 mm-70 mm;

B, before the direction of people flow, moving intersections and places where people flow, such as exits, entrances, checkout counters;

C, it is convenient for customers to pick up their own seats and register;

D, two floors near the freezer handle (with POP); Stick it on the freezer to remind consumers to take it themselves);

E, strive for a position that can be seen from the window or outside the store;

Vivid Law-Advertising Skills

1. Trademark advertising products shall not be placed in ashtrays, bathrooms and other places.

B, billboards and other large-scale advertisements need to be produced by market professionals according to standards, and pictures are not allowed.

C, all advertising products must highlight the main color.

Pop music:

The brand and packaging pattern on advertising products must be consistent with the products sold at the point of sale.

POP needs to be constantly updated to keep pace with promotional activities.

POP also has the right brand and packaging order.

The location selection of POP can refer to the selection rules of display location.

The post quality of POP is not absolutely proportional to the number of posts.

E, advertising products should be concentrated in the porch or product display area-exclusive shelves, stacks and end racks.

F, the quality level of advertising products should be consistent with the overall style and decoration tone of the store.

[Supermarket Promotion Plan] Attached message: The beneficiary must always keep that favor in mind, but the benefactor should not keep it in mind. -Cicero