Please make a plan to open a supermarket for me.

Looking around, I can't find a supermarket planning scheme of about 25 square meters. This scheme is 1500 square meters VS9000 square meters, which may be a little big for you, but you can learn from the successful experience of others. There should be similarities, and the supermarket planning scheme of about 25 square meters can be summarized.

Fumanjia Supermarket is a medium-sized supermarket with an operating area of 1500 square meters, mainly engaged in daily necessities and food. At the beginning of the construction, the Fuman family flourished without the pressure of competitors. However, since 2005, a 9,000-square-meter large H supermarket has been opened 2 kilometers away from Fuman's family, and the life of Fuman's family has become more and more difficult.

Under the recommendation of a friend, the author got to know Mr. Jiang of Fuman family and promised to plan an all-round revival plan for him to help Fuman family get out of the cold winter of sales.

First of all, the preliminary market survey explores the strength difference.

Fumanjia was founded in 2003, surrounded by four large residential areas, four of which have a total population of over 8,000. It can be said that the success of the Fuman family at the beginning of its establishment lies in its superior geographical location. In the absence of competitors, although all the indicators of Fumanjia have different degrees of defects, they can still maintain a good business situation. However, the appearance of H supermarket shattered the dream of Boss Jiang. The killing radius of a large supermarket with an operating area of more than 5000 square meters is about 5 kilometers. If the small and medium-sized supermarkets in this business circle do not have independent selling points and word of mouth, then its demise is a matter of time.

In order to understand the views of the surrounding residents on Fumanjia at present, the author made a systematic investigation on Fumanjia, H supermarket and residents in various communities. The advantages and disadvantages of Fumanjia and H Supermarket are as follows:

From the above table, we can easily see that apart from the "average waiting time at the checkout counter", the Fuman family is at a disadvantage. Seeing this, some people may say, why do large supermarkets and small and medium-sized supermarkets have to make such a comparison? Their own positioning is not the same, not at a higher level, what is the comparative reference value? Actually, it is not. Here is a brief introduction to the necessity of comparative study:

1. In the huge business circle of H supermarket, there are only two supermarkets with a certain scale, and the reference objects are only the other side;

2. In addition to inquiring about the situation of Fuman family, find out the shortcomings of H supermarket in order to facilitate the formation of differentiated management;

3. Find a breakthrough in the market survey, listen to a hundred sentences and collect the opinions of local residents.

1500 square meters stores beat 9000 square meters stores, which is just a bold idea!

Second, the breakthrough of the second market adjustment appeared.

The author conducted the second market survey from the perspective of H supermarket operators. After many inquiries and systematic investigations, the author finally smiled. ...

First, from the point of view of business circle, it is located in the suburbs and the traffic is very inconvenient. There is no densely populated area except these four residential areas within the nearby 10 km. At the same time, the building structure of H supermarket is very unreasonable, and there is no parking lot in front of the door and underground! In other words, under the support of insufficient consumption of car owners, the purchasing power of these 8,000 people is simply not enough to bear the huge operating expenses of H supermarket.

Second, the owner of H Supermarket is the head of a village in the suburbs. In recent years, he has started his business by tossing land. Now this person has started the process of diversification blindly after having a certain amount of savings, but without the help of professional planners and retailers, H Supermarket is far from the excellent KA(KA key account in English abbreviation, KA means key customer in Chinese, for enterprises, KA store refers to the big terminal in business area, passenger flow and development potential). (See the questionnaire in the first part for details)

Thirdly, supermarket H is a single store, which does not have the intensive purchasing advantages of retail giants such as Carrefour, Lianhua and Home World, and has little price advantage.

Fourthly, H supermarket is limited by its huge scale and limited personnel quality, and its operation lacks liquidity, so its continuous model cannot achieve refined marketing.

Fifth, the daily passenger flow of only 600 people makes the shipment slow, all kinds of fresh products lack quality assurance, and many foods are approaching the shelf life.

Sixth, limited by the daily passenger flow, H Supermarket only opens three counters every day, and the slow payment speed makes people waiting complain. In addition, H supermarket has no modern service consciousness, which leads to constant complaints from customers after purchasing goods, and the reputation is generally low.

Third, turning the bow to maneuver against rigidity

After carefully summarizing the above information, the author formulated a counter-offensive strategy for Boss Jiang-not seeking a quick victory, but seeking "consumption" to win.

1. The VI with simple design was renovated according to VI, including the front door and interior.

Analysis: VI is an enterprise's visual identification system. After the introduction of VI, all the images inside and outside the store can be consistent, so that the brand concept of the enterprise is deeply rooted in the hearts of the people.

2. Repair and paint the original shelf to make it look brand-new.

Analysis: Due to the shortage of funds, the original shelf has not been updated, but after simple maintenance and painting, it can be completely new, giving people a bright feeling.

3. Dismiss most employees in the past and recruit again. Applicants must be residents of four nearby communities.

Analysis: Choose local residents as tally clerks to improve sales affinity.

4. Add fresh area:

A. Customize delicious box-type fast food according to the hot dishes in local restaurants, and provide home delivery service;

B. Set up a fresh meat department and a vegetable department to purchase fresh meat and vegetables in time;

C. Four freezers will be added to sell all kinds of frozen products and provide wholesale services except Ximeng instant-boiled mutton, which is deeply loved by local people.

Analysis: A can attract young people, and the customized fast food tastes good after investigation and can form repeat customers; B because Fumanjia's purchase volume is small, it can ensure the freshness of fresh meat and vegetables and reassure customers; According to the survey, people in this area like instant-boiled mutton best, and Ximeng instant-boiled mutton best. In addition, young people and children love to eat ice products, but because H supermarket does not provide wholesale service, it is not convenient to buy in large quantities. H supermarket does what Fumanjia does, and a small investment can win the favor of many customers for Fumanjia. In the case that the whole Fumanjia area is not as large as the fresh area of H supermarket, only highlighting the characteristics of Fumanjia and avoiding confrontation is the foundation of winning.

Get in touch with the bank and set up an ATM two meters in front of the store.

Analysis: First, it provides convenience for customers who don't have money with them. Second, some residents who have just come to withdraw money may also form random purchases after withdrawing money.

6. Reach a cooperation agreement with local liquefied gas stations to make Fumanjia a branch sales point of liquefied gas stations; Open an ultra-low-cost IP phone room; Add a mobile phone recharge station.

Analysis: After the market adjustment, after providing these three services, Fumanjia can provide convenient services for nearby residents, earn meager profits, attract popularity and form random sales.

Fourth, systematic training to improve the combat effectiveness of the team.

According to the survey, the service of the Fuman family in the past was very inadequate. Interestingly, the lack of quality service is also a major drawback of H supermarket. In order to seize this precious opportunity to surpass H supermarket, the author specially conducted systematic training for new employees, including marketing skills, basic knowledge of tally, service skills, work vitality development and other projects.

On the other hand, shop assistants composed of community residents do have good affinity, but only affinity can not fully mobilize the enthusiasm of employees. Therefore, according to the situation of supermarkets, a set of performance appraisal regulations has been formulated, which clearly stipulates the personal commission of employees, so that each employee has a strong desire to sell and improve the combat effectiveness of the whole team.

Fifth, the first shot of publicity was launched, and the promotion was strong.

In order to make the battle of revival clean and beautiful, Fumanjia designed exquisite direct-cast posters, printed 3,000 copies and sent them to families by each employee. In the choice of promotional items, the author also used his brains.

1. Fast food bento is free to try, limited to 36 people within three days before opening;

2. Ximeng instant-boiled mutton and all kinds of frozen products are promoted according to the purchase price;

3.30 kinds of drinks, food and daily chemicals are sold at promotional prices;

4. Within one week after the opening, the domestic long-distance call only charges 0.20 yuan/minute, and the local call is 0. 15 yuan/minute;

5. Within three days after opening, liquefied gas will be sold at the purchase price;

6. With this poster, all shoppers can become members of Fuman's family, and they can earn points with their membership cards when making the second shopping. Different grades of points are presented with exquisite gifts.

Analysis: Posters are commonly used promotional materials in retail stores. However, Fuman's poster has doubled the effect. First, every employee of Fuman's family is a resident of four communities. They can personally distribute posters to every customer through convenient neighborhood relations. Secondly, in order to ensure the distribution effect, the author specially requires each employee to sign the leaflets he distributes, and customers who buy non-promotional goods with signature posters, 3% of the profits go to the signature employees. This policy has greatly improved the enthusiasm of employees to distribute posters. According to statistics afterwards, the hit rate of this poster distribution is as high as 87%!

In the choice of promotional products, the author also tried his best. On the one hand, he selected 30 hot-selling products. On the other hand, by promoting Ximeng instant-boiled mutton, frozen products, trying fast food and making long-distance calls at low prices, he clearly informed the customers of Fumanjia's new service business and made it concise and popular.

Effect evaluation and case summary of intransitive verbs

On the day of resumption of business, the sales situation was out of control. By the time I arrived at Fuman's home after 7 o'clock, nearly 200 customers were waiting in front of the door. At that time, I was worried that these crazy customers would crush the store door. In the morning 1 1, Mr. Jiang was already very busy. He kept adjusting the goods, but he still couldn't satisfy the influx of customers ... On the contrary, in H supermarket, on the day when Fuman's family resumed business, only 23 customers visited H supermarket, and the tragic scene of the hypermarket was no worse than this.

Before leaving, the author left two tips for boss Jiang: first, insist on selecting three hot-selling products every day for promotion; Second, we will carry out large-scale promotion twice a month, and design and distribute posters in the past. Sure enough, after half a year, H Supermarket disappeared like a gust of wind.

The success of this case lies in two aspects: the first is the blind investment of H supermarket owner without strategic vision, and the second is that the author's original marketing theory-"counterpoint marketing" has played a huge role in actual combat. The so-called counterpoint marketing is a marketing model that combines the positive and negative market research with its original planning power and consumer demand to form a * * * sound, and finally makes all self-control resources fully release energy, thus improving the overall combat effectiveness. In this case, through two market surveys, the author systematically analyzed the advantages and disadvantages of both sides, and adopted a lot of suggestions from consumers in the market adjustment, and then launched unique tricks in all aspects, which made the whole marketing process complete in one go, and finally completed the perfect killing of 1500 square meters stores to 9000 square meters stores.

Attached:

Supermarket marketing planning scheme

Activity idea: As a supermarket, low price is the way to attract customers. However, with the development of society and the improvement of consumers' quality, service is the key to attract customers. According to the principle of "20% customers create 80% sales", the purpose of holding "good neighbors and good partners" activities is to cultivate loyal customers, improve customer loyalty, increase corporate affinity and establish a good corporate image.

The purpose of the activity: to cultivate loyal customers, improve customer loyalty, increase store sales, increase the strength of enterprises and parents, and establish a good corporate image.

Activity theme: Good neighbors, good partners.

Activity time: ...

Activity arrangement: (I think this 25-square-meter supermarket should be handled as appropriate) A, "We will help you deliver the oil, salt, sauce, vinegar and tea to your home" activity (see Annex 1) B, "The most loyal customer" activity (see Annex 2)C and "The most satisfactory gift" activity (see Annex 3).

Attachment 1: We will help you deliver the oil, salt, rice, soy sauce and vinegar tea to your home. This is a long-term activity, focusing on door-to-door services. During the activity, various stores used KT board to make the advertising slogan "We will help you deliver the oil, salt, sauce and vinegar tea to your home", which mainly played a deepening and consolidating role. Suggestion: establish customer service department in each supermarket store; The customer service center is mainly composed of loss prevention staff. If any customer needs help, he can directly ask the customer service center. (Must be no more than 1 km from our supermarket)

Attachment 2: "Most Satisfied Gift" activity "Most Satisfied Gift" activity is based on customers' accumulated shopping. As long as customers buy a certain amount during the activity, our supermarket will send out a warm family daily necessities. Requirements: Customers who meet the following criteria can get gifts in this supermarket by filling in their names, contact numbers and home addresses (mailing addresses) on the "Most Loyal Customers" form. After the event, each store must submit the "most loyal customers" form to the operation department. During the activity (March 22, 2003-April 20, 2003), a bag of refined iodized salt was given to 20 yuan every week, a bag of Tide washing powder was given to 280 yuan every two weeks, a bottle of soy sauce was given to 380 yuan every three weeks, and a bottle of Rejoice shampoo was given to 580 yuan every month. But also the "most loyal customer" of Century Hailian Supermarket.

Through this activity, we can not only get the promotion effect, but also make a thorough investigation of the loyal customers in our supermarket. With this customer survey report, we can communicate with customers for a long time (for example, calling customers to greet holidays during the Spring Festival and festivals or making warm cards to send to customers from time to time), which can stabilize customers' loyalty to supermarkets and cultivate a large number of stable consumers, which can not only improve the visibility of enterprises, but also have a great impact on the development of supermarkets.

Gift redemption date: week 1: March 29th, week 2: April 6th, week 3: April12nd, week 4: April 20th. Please see the store poster for details.

Attachment 3: The "Most Loyal Customers" campaign trains the most loyal customers. Customers must have high trust in our supermarket and be willing to shop in it. The main purpose of using the "most loyal customer card" is to seize the customer's return rate and cultivate a group of stable consumers. Those who have shopped all over 500 yuan and 5 yuan this month will get a bottle of 200ml Rejoice Shampoo, become the most loyal customer of this supermarket, and get a "Most loyal customer" card. The most loyal customers will attend the theme party of "Loyal Customer Association" on April 27th, 2003. We will listen to your valuable opinions and suggestions in order to provide you with better services. We will draw five gifts from the lucky draw (the prize value is about 100) and get wonderful gifts (all loyal customers who participate in the association can get gifts worth about 20 yuan).

Cost budget: 1, "Good Neighbor" and "Good Partner" activity newsletter 30000x0.12 = 3600 yuan 2, 9 stores refined iodized salt: 5000 x 0.83 = 4 150 yuan 3, 9 stores soy sauce: 500x4./kloc. Loyal customer award: 500 yuan 7. Gifts for loyal customers: 200× 20 = 4,000 yuan 8. The cost of POP advertising in 500 yuan in each store * * * is: 1 1280 yuan.