How to write the promotion plan of fruit shop

How to write the promotion plan of fruit shop

How to write the promotion of fruit shop? As long as you let your own fruit brand go deep into the market and consumers, you can increase the sales of fruit shops. So how to write the promotion plan of the fruit shop? ? Below I will give you a carefully collected model essay on the activity plan of the fruit shop, hoping to help you.

Fruit shop promotion plan 1 how to write it?

Analysis of where our customer base is can be roughly summarized as follows:

1, college and middle school students

2. Office staff

3. White-collar workers in office buildings

4. Hotel catering and community

5. Other consumer groups

Characteristics of the target population: they pursue fashion and accept new things quickly, especially in summer and winter, and they are willing to go out and like surfing the Internet. Online sales are the best choice. Hotels can purchase in large quantities and have considerable price advantages.

Consumption situation and analysis:

Fruit is a daily necessity of China people, and the market demand is great. Consumer demand for fruit mainly includes the following aspects:

1, personal consumption demand

Factors such as age, income, nature of work and living habits will all affect consumers' consumption behavior. As a necessity, fruit can be roughly divided into life consumption, family consumption and gift consumption. According to different consumption psychology and consumption purpose.

2. The needs of the giver

Fruit is a popular consumer product in China, and it can be given as a gift to relatives and friends in festivals.

3. Group consumption demand

Group consumption refers to group purchase as the main consumption form, which is distributed to employees every Mid-Autumn Festival or Spring Festival. For enterprises, institutions or large hotels, some logistics personnel of enterprises and institutions are responsible for the procurement of such groups, whether they can deliver goods to their doors in time and whether they have enough rebates. Is the most important factor.

The fruit is in bulk, and the convenient bag is customized by ourselves. We put on our promotional package and write some warm words for gift consumption.

Ordering method:

1; Online ordering 2: telephone ordering 3: SMS ordering and so on.

It is recommended to order online to avoid mistakes and waste time for both parties.

Delivery method:

1: Recruit some laid-off workers, divide streets and routes.

2. A small amount of electric distribution, a large number of car distribution.

Payment method:

1: online payment, through bank transfer.

2. It is best to open Alipay.

3. In addition, you can go to the cashier (some customers do not have online banking).

Brand strategy:

1, brand promotion through the media

With the improvement of people's living standards, people are no longer satisfied with food and clothing, and fruits have a solid customer base in the market. At present, the industry is not standardized and is in a downturn. In this case, our media propaganda should put forward tangible benefits to the audience, put pressure on competitors, and let competition strengthen market competitiveness and expand market space.

(1) In places with heavy traffic, advertisements of online stores are inserted on electronic billboards at different times every day.

(2) Advertising activities on buses and subways.

2. Brand promotion through activities.

Theme: Opening Ceremony of Fruit Shop

Activity time: xx years, xx months and xx days.

Location: xx

(1) Festival activities

We can have different activities according to different festivals. For example, Mother's Day (Mother's Day is coming, consumers can call or leave messages on the Internet, saying what fruits they need and what packaging style they like. We will tailor the fruits they need according to the price you need, and attach a beautiful card to leave the most intimate words of consumers, and then deliver them to your door according to their needs.

(2) In-store activities

There will be an activity to give back to members once a month, and only members can participate. We implement membership system and sell membership cards. At the end of each month, there will be an activity to buy 2 kg and get free 1 kg, which is used to buy more and get more. If you want to give away, you can also show your membership card for free packaging, and remind members on the company website two days before the event and send an email.

How to write fruit shop promotion plan 2? foreword

With the development of economy and the remarkable improvement of living standards, fruits are gradually changing from quantity to quality. Small vendors and traditional fruit shops can't meet consumers' requirements for fruit quality and purchasing environment, and fruit specialty stores can be recognized by the market, which is the inevitable trend of fruit sales.

In the domestic market of developed countries such as Europe, most of them have their own fruit and vegetable groups, which implement direct sales and franchise chain operations. For example, Ekandi wholesale market in Europe entered this field earlier. Now there are 6,000 chain stores and 10000 small stores, which monopolize the sales of similar products in Germany by 2 1%, and foreign merchants cannot compete with them.

At present, the main fruit market in China is still in its infancy, but the market capacity is increasing at an alarming rate. If, during this period, we don't take the lead and seize the strategic commanding heights, we will face higher difficulties in the future and be strategically controlled by others.

Compared with convenience stores, fruit shops have the advantages of less investment, low technology content, easy operation, large profits and quick returns. In the near future, it will inevitably become a new hot spot to join.

Second, the market analysis

(A) Analysis of consumer groups

Fruit, a mass consumer product, has gradually become a necessity and an important part of mass consumption. At present, the fruit consumption channels of mass consumption groups are composed of the following two ways:

(1) Market fruit stand

For the general consumer groups, the main way of fruit consumption is market fruit stalls (vegetable markets, vendors). They often choose seasonal fruits as their main consumption targets, and buy relatively few middle and high-grade fruits such as non-seasonal fruits and imported fruits. They will also buy fruits in the process of centralized purchasing in large department stores. Most of these consumers are middle-aged and elderly consumers, who have plenty of time and can patiently choose the quality of fruits and weigh the prices in order to get the maximum benefits. Their consumption characteristics are: convenience, low price and strong comparison.

(2) Large supermarkets

For the middle and high-end consumer groups, the main ways of fruit consumption come from large department stores and community convenience stores. This part of the population is mainly young and middle-aged. They are busy with work and communication every day, and the purchase of daily consumer goods is generally completed in a large department store on weekends or holidays. And this part of consumers pay more attention to the quality and variety of fruits. They tend to show preference and prejudice for fresh and novel fruit varieties.

According to the above two consumption patterns as dimensions, the following table is analyzed as follows:

Consumer groups

Consumption composition

Proportion of consumption places

propensity to consume

Consumer consciousness

fruit store

Ordinary consumer groups (middle-aged and elderly)

70%30%

Low price, convenient and quick.

Affordable and practical

supermarket

Middle and high consumption groups (young and middle-aged)

40%60%

Quality and type

High quality and integrity

Through the above comparison table, we can find that the consumption psychology of the two consumer groups is slightly different, but they all put forward requirements for fruit sellers. In order to satisfy the consumption psychology of these two kinds of consumer groups and meet the market demand, it is necessary to have a convenient, low-cost and fashionable retail form that provides high-quality goods. This is the sales form of "fruit chain supermarket" to be studied in this report, and it is also the basic positioning of "fruit chain supermarket".

Fruit chain operation is a group operation, flexible and timely delivery, which can maintain the freshness of commodities of all units, and cluster opening stores can reduce costs and reduce the procurement and distribution costs of commodities. Its highly consistent overall action and regional market occupation density can rapidly expand brand awareness and occupy the market, and its characteristics are completely in line with fruit sales.

Conclusion: The market orientation of fruit supermarket chain is low price, convenience, fashion, honesty, high quality and excellent service. The main service targets are middle-and high-income groups and radiate low-income groups.

(2) Market prospect analysis

With the rapid development of Internet, the combination of convenient global logistics system and Internet is even more powerful for Internet sales. However, the industries involved in Internet sales are mainly products with long shelf life and convenient decentralized sales and transportation, such as clothing, electronic products, digital products and a few packaged foods. Therefore, the low price of Internet sales has dealt a heavy blow to the existing marketing channels, especially the terminal retail. Perhaps, when the post-80s and post-90s gradually enter the leading group of social creation and consumption, the existing marketing and sales channels will be completely subverted, and the Internet will truly integrate into our lives. However, the sales of vegetables and fruits are fresh, so I assert that in a few short years, these fruit retailers will not be replaced by the Internet, and there will be a fruit and vegetable sales platform that can only realize the Internet in metropolis, but this is our future development direction and goal.

Third, the competition analysis

Fruit supermarket is the product of the development of fruit industry to a certain stage. It is different from professional places such as fruit retail, fruit wholesale and large-scale comprehensive supermarket in business characteristics. We have established a community-based fair-price fruit supermarket with thoughtful service.

(A) price advantage, variety.

The appearance of fruit supermarket has a great impact on traditional fruit shops and vendors. First of all, the channel advantage of getting goods is lower than that of ordinary roadside stalls and fruit shops, and the types of fruit supermarkets are more abundant, generally reaching hundreds.

(b) the purchase feels good.

From the environmental point of view, the decoration of the fruit supermarket is better, the fruits are neatly arranged and attractive, and the origin and price of the fruits are indicated on the price tag. It gives people the impression of fairness, honesty and no deception. There is no shortage of money when you settle accounts with electronic scales. It is equipped with packaging bags marked with the name and contact information of the fruit shop, and the clothes of the staff give consumers a better feeling.

(3) Grade enough and tasteful.

Most young people, especially young women, will consider eating more fruits from the perspective of beauty and health, but they have little time and energy to go to the market just to buy fruits. Roadside vendors are not at ease when buying, and they can't put down their shelves. The appearance of fruit supermarket just solved the above problems for them. You can also buy it by the way after work and operate it immediately after you get home. It's convenient, convenient and fast.

(4) Convenient and quick service.

When young people come to the fruit supermarket, they often want to buy the fruit they want to eat right away, that is, they will not spend too much time comparing and choosing, nor will they care too much. I don't care much about the price. They just think convenience is a satisfactory consumption.

Fourth, the operation strategy

Market strategy mainly includes business strategy, service strategy, business circle delineation strategy, pavement planning strategy, purchase channel strategy and other closely related links, as follows:

(A) business strategy

In addition to strictly controlling gross profit margin and various operating costs, the image of parity is also shaped by its frequent special sales, membership sales, POP advertisements and the use of its own brands.

1, on sale

Sale is the most commonly used promotion method of chain stores, and it is also one of the main means to shape the image of parity. Generally speaking, the sale is lower than the market by more than 20%. Lower than the original price 10% can attract customers. Its quantity selects one or two commodities from each classified commodity for promotion. The purpose of sale is not to pursue all customers to buy the goods on sale, but to attract as many customers as possible to shop in the mall! In order to keep customers fresh about sales activities and continuously improve passenger flow. Goods sold should be replaced regularly!

2. Fair sale

If all the goods in the mall or some classified goods are sold at a discount, the price should be 10% lower than the market price.

Discount sales, although seemingly nothing more than reducing prices and making profits, are actually very different from reducing prices and making profits. Discount is a long-term and stable profit, that is, by reducing the price to ensure sales, so as to ensure the total profit and the number of customers. In other words, let customers form a kind of strengthened information about the store, which will make customers form a sense of trust in the store.

3. Member sales

Membership sales can best reflect the long-term effect of a promotion method, which can firmly attract a group of loyal customers and narrow the consumer groups of competitors.

(1) The cumulative integral system is implemented.

That is to say, when shopping, show your membership card, the cashier records the consumption of members through the POS machine, and converts the consumption amount of members into points, and then carries out activities such as lottery and giving away according to the points.

(2) The membership price with a certain discount for members.

It can provide the same or different price discounts for the whole shopping mall, or it can only provide discounts for some goods marked with membership prices.

(3) Get various preferential services from the store.

You can enjoy products at the member price, participate in excellent member competitions, participate in member consumption points delivery activities, and send fruit baskets and greeting cards for free on your birthday.

Note: adopting membership system is not only to bind customers with some interests for a long time, but also to make detailed data analysis of customers according to system statistics, providing reliable data basis for the next refined marketing and in-depth marketing.

4. Popular advertisements

POP advertisement is a point-of-sale advertisement, which refers to advertisements set around, inside and in places where goods are purchased. Including shop signs, facade decoration, window design and shop decoration. Its function is to convey clear commodity information to consumers, including location, price, special time limit and so on. , attract and stimulate consumers to buy, increase the sales of supermarkets, and create a sales atmosphere of the whole supermarket.

(B) service strategy

The most important thing in retail industry is to abide by the principle of "customer first", because the value of a customer is not the quantity he buys at one time, but the total amount he can bring in his life, including the word-of-mouth effect of himself and his relatives and friends. At the same time, there is a positive correlation between customer satisfaction and corporate profits. Practice shows that more than 90% of the profits come from ordinary customers, 3/ 10 from satisfied customers and 6/ 10 from loyal customers.

As a fruit retail industry, the products we sell are not much different from our competitors, so we should change our ideas and transfer our important marketing work to the value-added services on the basis of ensuring the quality and price of fruits, so as to be different from other competitors and stabilize our living space.

1, the principle of small profits but quick turnover

According to the business survey, if you buy goods at 1 yuan, the quantity sold at 1 and 2 is three times that of 1 and 4 yuan.

2. The service principle of more satisfaction than satisfaction.

What we sell is not fruit, but service. Let's be customers' best friends, welcome all customers who are interested in patronizing our store with a smile, provide all the help we can (free door-to-door delivery within a certain range), and constantly improve our service and give them better service.

3. Greeting principle

As long as customers appear in front of you, employees must put down what they are doing and greet them with a smile at once. Ask what I can do to help.

4, Nissin principle

It means that the work must be completed before the end of the day, and the customer's service requirements must be met that day, and there will be no delay on the day of Nissin, no matter whether the customer is poor or rich.

Business circle strategy

1, business circle overview

Delineating the business circle is a very complicated job. On the basis of determining the business format, it is necessary to analyze the purchasing power, living conditions, age groups, consumption tendencies and other factors of the consumer groups in the business circle. The most important thing is to know the number of households in the first-class business circle. The more families there are, the more frequently they buy. In addition, whether there are competitors around and whether the business circles of both sides overlap are also very important factors. How to use geographical location and other factors to attract more consumers is an important link in the choice of business circle.

It can be seen that the establishment of business circle is a crucial link, and the choice of business circle of fruit supermarket chain should have the following conclusions:

Conclusion: The principle of shopping circle selection (site selection) of fruit supermarket chain-

① Open a shop near a residential area with no less than 20XX households.

② Set up shops at the entrances and exits of residential areas.

2. Store location

Site selection elements:

(1) the ability to continue to operate in the next few years;

② Access roads are clear;

③ Reasonably determine the store area.

Detailed comments

(1) Sustainability in the next few years: it is an important factor in choosing the location of the store. Choosing to operate a fruit supermarket should be said to be a long-term investment, and the location of a store should be measured from the perspective of development. After the market adjustment of the surrounding population density and consumption level, we should comprehensively consider the actual geographical location, consumer travel habits, road characteristics, store door orientation and many other factors, and consider whether it can be the best location in combination with relevant municipal planning.

② Access to ordinary roads: Another necessary condition for a good shop location is smooth roads. The smoothness of roads not only affects the safety of goods, but also affects the arrival time and transportation cost of goods. Generally speaking, the streets related to shops require convenient transportation, wide roads and free passage of vehicles, and it is best to have a station near the shops. Because the outlets are located near the intersection of several stations, they often attract a large number of customers to go shopping.

③ Reasonable determination of store area: The determination of store area directly affects the maximum customer carrying capacity in the store and directly affects the sales volume. When choosing a store, more consideration should be given to the planning of practical area and space division, so that consumers can easily reach every corner and be diverted according to their needs. Of course, considering the cost, the bigger the store area, the better.

Conclusion: The location principle of fruit supermarket chain is to measure the regional operation ability with a forward-looking vision, and to ensure convenient transportation and high storefront area in utilization rate.

Three main points of site selection:

First, analyze consumer groups. Fruit is mainly consumed by residents, and buyers are mostly housewives, so the location near the market is better.

Second, the location is close to communities, enterprises and institutions. If you open a store in a residential area, you must first ensure that its occupancy rate is above 70%. Many fruit shops go in when the occupancy rate in residential areas is only 10%, waiting for the occupancy of consumer groups. This is very unscientific, no matter what business you do, you are not waiting to make money.

Third, the vicinity of large shopping malls is also a very good location, such as next to Wal-Mart and near the railway station. It's not that many fruit shops can't open stores. The key to success lies in reasonable price, better service and environment, and smooth channels.

(D) Road planning strategy

1, store signboard advertising planning

When planning and designing storefront advertisements, we mainly follow the following principles: concise modeling and eye-catching design. In order to attract the attention of consumers and passers-by, store advertisements must highlight their own images with simple forms, novel styles and harmonious colors, otherwise they will be ignored by consumers. The design contents include: 1 advertising signboard and 2 facade posters.

2. In-store planning

(1) In-store tone planning: The colors in the store should be decorated in different colors according to the functions of different areas, and the fruit display areas in spring and summer should be mainly cool neutral colors, mostly pink blue, bright green and light purple; While other areas should be dominated by warm colors. Combined with the different color contrast of the fruit itself, it presents a refreshing feeling. Try to put similar fruits with large color difference together.

(2) Population planning: according to the actual situation of the store, set the store door as a population area, and set shopping baskets in the population area that are convenient for consumers to buy.

(3) cashier planning: the cashier is arranged at the exit (POS cash register, electronic scale) to give customers a standardized and standardized impression. At the same time, the number of checkout counters should be based on the ability of customers to check out quickly during the peak shopping period, and customers should not wait more than 3 minutes to check out, otherwise they will be agitated.

(4) Layout planning: Use vines and branches to decorate the idle areas, so as to avoid giving people the impression of different layouts and single forms in the store. The zenith in the store is too high, and the popularity of the whole store will not be enough. Moreover, in hot weather, the waste of air conditioning is relatively large. So the ceiling should not be too high in space. Hanging some green branches and leaves and fake fruits on the ceiling can highlight the natural, green and healthy concept of fruit shops.

(5) Lighting design and planning: The lighting design in the store mainly highlights the natural color of fruits, so it is best to choose high-brightness white light, so that the true color of fruits will be presented to consumers without chromatic aberration.

(6) Shelf: The height of the shelf is about 1 m (based on the average height of women and women don't have to bend over to pick fruits). The shelf should be made of wood, without edges and corners, and the frame should not be too high, mainly in green.

(7) Display: Different fruits are displayed in different ways and need different display booths. Generally, fruits are displayed on shelves inclined about 30 degrees, while bananas, mangoes and melons are displayed in layers.

(8) Logo: Can the logo of the fruit supermarket clearly indicate the price, grade, origin and brand? You know, there are actually many mysteries, different grades, different places of origin, different brands, and the price gap is very large. Which country do foreign fruits come from? Is there any entry approval? Let consumers know at a glance, which is not only convenient to understand consumption, but also the criterion for businesses to operate in good faith.

3. The functional replenishment plan of the store.

(1) The first scenic spot: population-the main freight area.

The population of the store is not only the way for customers to complete their studies, but also the most attractive place. The commodities configured here mainly include:

[1] Popular Fruit

[2] Bright and dazzling fruits

[3] Fruit with strong seasonality

(2) The second scenic spot-the main freight area.

[1] main fruits

[2] Fruits with high purchase frequency

[3] Fruits with strong purchasing power

Conclusion: The paving principle of fruit supermarket chain is original ecology, pure nature, neat layout, comfort and humanization, and the goal is to attract customers, realize comfortable shopping and improve shopping desire.

(E) purchase channel strategy

Purchase channel is an important part of the success of the project. At present, the general fruit sales process is: fruit farmers-first-class fruit sellers (provinces and cities)-second-class fruit sellers (inter-provincial)-fruit wholesale market agents-fruit wholesalers-fruit sellers. But now many supermarkets omit the link of fruit wholesaler and buy goods directly from fruit agents. Some large foreign chain stores directly order from fruit farmers or contract orchards themselves.

As long as you master the shortest purchase channel, you will master the most favorable weapon for market competition. So you can buy local fruits at the beginning, such as apples, pears, plums, kiwis and so on. Order in large quantities at the fruit farmers' office, and the main way to order the rest of the fruits is to order in small batches and multiple batches by the fruit wholesalers. However, in order to develop and become bigger and stronger in the industry for a long time, we must optimize the delivery channels and deliver directly from the second-level or even first-level fruit sellers of agents (there are no small branches in the early stage, so we can go to the merchant alliance and other ways to purchase collectively).

Conclusion: The principle of chain purchase in fruit supermarkets is to keep the purchase channels as short as possible, so as to reduce the cost of goods and improve the market competitiveness. While shortening the channels, it can also ensure the freshness of fruits, improve the quality of goods and increase the profit margin.

V. Omission of expense budget

Income evaluation of intransitive verbs

(A) Enterprise development income

Through the market operation and promotion of single store in the early stage, we will gradually shape our own brand and create brand benefits, laying the foundation for future large-scale development. At the same time, we can also determine our own ordering channels through early market exploration, reduce our own operating costs, increase profit margins, improve market competitiveness, and accumulate experience and resources for our own ordering and distribution system in the future.

(2) Direct economic benefits

This part should be estimated according to the specific market conditions and surrounding consumer groups (to be supplemented).

(3) Potential benefits

Through the understanding of the fruit sales industry and the investigation and analysis of the market, we can consider developing into the upstream and downstream or surrounding industries of the fruit industry. In short: anything is possible, we just need to work hard.