Model essay on clothing marketing planning
First, the general idea.
Tanabata is a traditional Valentine's Day in China. As China people cherish China's traditional culture and folk festivals more and more, merchants publicize and speculate in a big way every year, and Valentine's Day on Qixi has become one of the necessary festivals for couples. This promotion planning case mainly puts forward two issues. Tanabata? Theme large-scale promotional activities, with the promotion activities of various businesses and venues in the store, to create a strong Valentine's Day consumption atmosphere.
In addition, as gold jewelry is one of the main commodities of Valentine's Day, it is suggested that shopping malls should face the wedding market once a year? Autumn festival? Tanabata begins, with? Festival? Promotion? Festival? And take advantage of the huge business opportunities of Valentine's Day to make a good start for the fashion festival.
Two. Activity time: August 16 (Thursday) August 19 (Sunday)
Third, the layout of the store.
In line with the theme of Chinese Valentine's Day, it is suggested to set up a magpie bridge in the enjoyment space of shopping malls. According to the legend that cowherd and weaver girl can be heard under the grape tree, the main entrance pillar is decorated with green plastic vines, creating a rich atmosphere of traditional Valentine's Day in China.
Fourth, activity planning.
(1) Clothing Festival
1, subject
A century-old shop, a century-old harmonious 200*xx clothing festival.
[Theme Interpretation] What is the theme of this activity? A century-old shop; A hundred years together? Focusing on the wedding market and positioning clearly will highlight the most competitive brand reputation advantage of the gold jewelry store in xx shopping mall and attract target consumers with integrity and blessings.
2. Activity planning
The clothing festival lasts from August to? Eleven? Golden week, * * * more than a month. For such a long time, the promotion activities should be hierarchical and phased. The promotion period of Tanabata is the warm-up period of clothing festival activities, which attracts consumers' attention to clothing festival activities and promotes the following consumption.
The fashion festival opened romantically, and seven dazzling gifts were randomly selected.
During the activity, you can choose one of the seven discounts when you buy clothing products over 3000 yuan.
Bedclothes 77 yuan discount coupon suit 77 yuan discount coupon shoes 77 yuan discount coupon.
77 yuan Coupon for Women's Wear 10% Discount Card 60% Discount Card for Clothing Accessories and 20% Discount Card for Wedding Photography.
Step 3 show creativity
Every jewelry brand has launched several special models for Valentine's Day, which can be expensive or specially designed for Valentine's Day. They are displayed with the creative collocation of dried flowers, and covered with transparent glass cover, highlighting the classic models from many jewelry styles that make consumers picky, forming a romantic and aesthetic effect under the collocation of flowers, and forming an irresistible temptation to consumers. Besides, women are often compared to flowers. The collocation of flowers and jewelry is a metaphor for the harmonious relationship between women and jewelry. Unique display mode, with appropriate lighting and background, will certainly attract consumers' attention and produce excellent promotion effect.
(2) Full-court activities
1, full-court theme activities
(1) activity theme
Romantic Tanabata, Lucky 77
/kloc-over 0/00 yuan, 77 romantic gifts, first come, first served.
(2) Activity planning
In-store merchants provide 77 items as gifts, set up an activity area in the * * * enjoyment space on Saturday and Sunday, and make a large kt version with the names and pictures of 77 items. Traditionally, all items are divided into department stores, clothing and gold appliances. During the activity, consumers can only participate in the activity if their accumulated consumption exceeds a certain amount. Choose one of the 77 items, and the one who meets the conditions first is preferred.
(3) prizes
Each merchant in the store provides a gift in kind of not less than 100 yuan. If the commodity price is generally high, you can change it into a voucher of 100 yuan. Consumers draw prizes on the spot and receive prizes on the spot.
(4) Prepare publicity materials
① Design and production of KT version
(2) The activity rule is water marking.
(4) tables and chairs needed for the activity venue.
2. Other promotional activities
(1) Buy a Valentine's Day gift and send a cross talk couple gift package. During the activity, you will buy a Valentine's Day gift certificate and get a cross talk couple package as long as you arrive in 770 yuan.
(2) Romantic Magpie Bridge, during the love transfer activity, you can enjoy free ems express in China by purchasing the Valentine's Day gift list of designated categories in 770 yuan, so as to convey romantic feelings for lovers separated from each other.
Model essay on clothing marketing planning (2)
I. Purpose of the event
The Spring Festival is a traditional festival of the Chinese nation, symbolizing farewell to the old and welcoming the new, and being happy and auspicious.
The traditional custom of China people is to buy new year's goods, get together with family members and visit relatives and friends. Retail, catering and other industries are bound to usher in the peak period of consumption, but also the peak period of promotional activities. It is also the best time for us to carry out industrial sales and display brand promotion through the Spring Festival promotion activities.
Second, the theme of the event won in the spring, conveying people's hearts, and there were countless surprises.
Three. Scope of activities and product introduction activities:
Product introduction of all goods (except accessories) in the store:
Mason's fabrics are dense and light in texture, smooth and soft in hand, soft in luster, good in strength, good in wear resistance, free from moth and mildew. Gorgeous colors, youthful breath, fashionable design, reasonable tailoring, people-friendly prices and many other characteristics.
Fourth, activity planning.
(1) Activity time: 20XX? 02? 1020XX？ 02? 25
(2) Location: Mason Fengjie Store
(3) Purpose of the activity: The purpose of this promotion activity is to digest the company's current overstocked inventory, help end customers sell Samma clothing quickly, improve consumers' awareness of Samma clothing brand and their goodwill and loyalty to Samma brand, and make preliminary preparations for the upcoming Samma clothing new products.
(4) Main activities and processes:
From now on, you can enjoy a 10% discount when you shop in 200 yuan, a 20% discount when you shop in 300 yuan, a 20% discount when you shop in 500 yuan, a 30% discount and a 50% discount when you shop in 700 yuan, and a 60% discount or a 50% discount when you shop for more than 888 yuan (be careful not to give a card at a discount, and there is no discount when you send a card).
In addition, customers who purchase more than 499 yuan can also participate in a lucky draw. 100% winning rate, surprises are waiting for you.
Prizes:
Grand prize: a 999 yuan shopping voucher (1) First prize: 499 yuan shopping voucher (5) Second prize: 399 yuan shopping voucher (8) Third prize: 299 yuan shopping voucher (10) Fourth prize: 199 yuan shopping voucher. Performed by temporary workers and local radio and television bureau.
During the activity, the sales staff of each specialty store will promote the sales.
Verb (abbreviation for verb) activity budget:
Basic expenses: advertising expenses, leaflet printing, various publicity expenses, temporary workers' wages and overtime pay, prizes, etc. It is estimated that the expenses during this month's promotion period will be around 40,000 yuan, and all kinds of emergency expenses will be 1 10,000 yuan, a * * * 50,000 yuan.
The effect of intransitive verbs is estimated. Through this promotion, the sales output and market share have been improved this month. It is estimated that the monthly sales will reach 65,438+0.40% of the average monthly sales, and the influence of Mason brand will be greatly enhanced, so that more consumers can trust Mason.
Model essay on clothing marketing planning
I. Introduction
65438+September 0998, Birds in the Woods? It began in Wenzhou, Zhejiang Province, where the clothing industry suddenly emerged. At present, it has become a medium-sized enterprise with nearly 1,000 fixed employees, a monopoly network covering more than 20 provinces (municipalities and autonomous regions) and nearly 200 chain stores.
? Birds in the Woods? The company is headquartered in Ouhai Economic Development Zone, Wenzhou, and the production design center is located in Zhongshan, Guangdong. The company has chairman's office, finance department, human resources department, development department, commerce department, planning department, production department, planning department and other functional departments.
? Birds in the Woods? Casual clothing includes eight categories and more than 300 styles. Urbanization, popularization, fashion and leisure? Our style has won the favor of many consumers. ? Birds in the Woods? Gao yang? For a happy life? Banners, advocacy? Live for happiness, live happily? .
At present, there are tigers in the forest and wolves behind them. Especially through this Beijing Fashion Expo, we should clearly see that the leisure clothing market is already very cruel, and we can no longer focus on several brands in Wenzhou and some brands in other regions. These brands are changing with each passing day and developing very rapidly. We must be prepared to meet the worse challenges of the company's main ideology and increase our sense of crisis.
Second, the company profile
At the beginning of the business, birds in the Woods? Is that clear? Advocating modern fashion life and casting first-class leisure brands? Company goals, establishment? Striving for stability, striving for perfection? Pay great attention to development ideas? Talent? 、? Management? 、? Quality? 、? Corporate culture? And then what? Store image? Construction and other five major projects. The company has made concerted efforts from top to bottom in Qi Xin, thus realizing the gratifying situation that the strength of the enterprise has been continuously enhanced, the monopoly network has been rapidly expanded and the sales performance has been continuously rising. ? Birds in the Woods? Its successful operation mode has also attracted great attention from the overseas edition of People's Daily, China Business Times, China Clothing News, Clothing Times, China Textile News, CCTV and other news media.
Are you online? Birds in the Woods? Nearly a hundred people are here? Talent project? Go ahead. Birds in the Woods? Introduce a large number of senior management and technical talents to achieve this? Only when people do their best can they be used? And implement it? Survival of the fittest? Competition mechanism, advocate? Pressure and motivation coexist? The enthusiasm, initiative and creativity of employees have been fully mobilized, and the whole company has shown a thriving situation. In the administrative team, professional and technical personnel above junior college account for 83%, and a large number of experts in marketing, investment promotion, management and supervision have emerged.
Three. Market Status and Analysis
1. Market background
(1) There is fierce competition in the field of casual wear all over the country.
There are more and more leisure clothing enterprises, and businesses are constantly emerging, which carve up consumers' wallets and occupy the leisure clothing market.
(2) The product structure is similar, but the old brand has the upper hand.
At present, although the product structure of several casual clothes is similar, they are mainly old brands. The reason is that their market is rich.
(3) brand image synthesis
From advertising, marketing level, brand appeal to consumers' preferences, birds in the forest still have a long way to go.
Wenzhou consumers' awareness of casual clothes has increased rapidly. They not only look at products, but also pursue price ratio.
2. Competitors (Wenzhou)
The first army: Bang Wei and Gao Bang, they are leading brands;
Second Army: Mason and Baird are strong brands;
Italian Danu of Birds in the Woods and The Third Army.
Features: high brand awareness, strong enterprise strength and large advertising investment. Implement localization strategy, reduce costs and enhance competitiveness.
3. Consumer situation
Consumers recognize casual clothes, with 78.89% regular buyers and 8. 15% occasional buyers, and only 2.96% never buy them. But the age structure is obviously small.
4. Market performance of forest birds
The popularity and reputation are not very high. Have a certain market share, especially in the southern market. And this year's product development is still competitive. Although there was a good performance of special price some time ago, the comprehensive strength performance was not outstanding.
Conclusion: The market potential is huge, and the task of guiding consumers through educational transformation is extremely arduous.
Consumers have been cultivated into the habit of consuming casual clothes, which is completed by several brands. In the long run, a considerable number of consumers will have a tendency to change their tastes, which has great market potential. However, educating consumers is a long-term and gradual process, and birds in the forest have a long way to go.
Four. Macroscopic environmental conditions
1, consumer groups
Future 10 year, China? After 60? 、? After 70? Will gradually enter the middle-aged and elderly generation, their requirements for clothing are relatively simple, and the pursuit is simplicity and quality. And then what? After 80? 、? After 90? A generation has completely different requirements for clothing. This generation has advanced consumption concepts, dares to pursue individuality boldly, and has a strong desire for knowledge, achievement and expression. Hui said that in today's fast-changing frequency, clothing carries more people's thoughts and concepts and contains the cultural spirit of contemporary people. However, in today's era, consumers' requirements for clothing design are constantly changing, and the pursuit of novelty and individuality is the ultimate goal of many clothing consumers. The novelty and strangeness of fashion have attracted many young consumers.
2. Demand situation
The whole Longcheng Road mainly deals in clothing, accounting for 48.05%, followed by shoes, accounting for 9.48%. Among them, Qing Er Shopping Mall mainly deals in clothing, shoes, household appliances and accessories, while the first floor of Longcheng Famous Store Square deals in shoes and the second floor deals in men's wear. Longcheng Road, as the main commercial section in downtown area, is busy with people and cars, but it is restricted by traffic control (Longcheng Road is a one-way street), which brings a lot of inconvenience to consumers, but this section is still a commercial street.
Verb (abbreviation of verb) market strategy
1. Target market: Longcheng Road, Liuzhou City
2. Positioning: Underground Street in Longcheng
3. Product line: Linzhongniao Clothing Company
4. Pricing: the composition of product sales cost and the basis for setting sales price.
5. Service: after-sales customer service.
6. Advertisement: Bird in the Woods Fashion Service Area
Sixth, how to place the products?
( 1)? The right product? In the vivid display of product implementation, product is the most important. Generally, products with high turnover rate will be selected, and high-profit product groups will be preferred. Of course, the types and specifications of products must meet the needs of the market and consumers, and have obvious competitiveness. If the product selection is wrong, the promotion effect of display on sales will not come out.
(2)? The right place? The place where the vivid display of products should be implemented should be a high-flow area, and the location can meet the purchasing habits of consumers and effectively intercept similar products of competitive brands.
(3)? The right time? Vivid products do not always have obvious effects, but they are often used in the following occasions: seasonal purchase time, peak purchase time, weekend shopping or when cooperating with advertising and promotion activities.
(4)? The correct quantity? We should pay attention to the vivid display of products: first, we should consider the sales growth brought by the display, so we need enough inventory to avoid shortage; Second, sufficient inventory is needed to achieve the display effect, and both are indispensable.
(5)? The right price? The price should be obviously competitive with similar products, and the price label should clearly tell consumers the benefits they can get from the price when buying. Usually, there will be a discount on the price during the display and promotion.
(6)? Correct display form? There is enough space to reach or exceed the market share of products. The display is easy to take, compare, select and watch.
Seven. personnel training
1. Confidence. You must have absolute confidence in what you say, so that customers will listen to you. You must have confidence in the products you sell, in your company and even in yourself in order to win the trust of customers.
2. Help others. Helping others means being willing to help others at all costs. The main responsibility of employees is to help your customers choose the products they need. At this time, if you can help customers choose from their standpoint, you will definitely become a popular salesman.
3. enthusiasm. Enthusiasm is an important personality trait recognized by sales experts all over the world. Can drive others to agree with your point of view, become a volunteer propagandist of your products, and even become your volunteer salesman. Enthusiasm is the excitement and self-confidence you show, which makes customers scream and believe you. Praising customers is the main way to show enthusiasm, but praise should be just right, grasp the scale of praise, be sincere and seize the opportunity.
4. Be friendly. Be kind to others and you will be rewarded. The best way to show friendliness is to smile. As long as the good habit of smiling at everyone is formed, it will be popular and the business will be prosperous. Kindness means sincere smile, cheerful attitude and kind attitude. Smiling represents politeness, friendliness, kindness and happiness. It doesn't require cost or effort, but it makes people feel comfortable and willing to accept you.
5. Have the ability to improvise. Salespeople will meet strangers and things in the process of sales promotion. If they stick to general principles and are not flexible, they will often lead to sales failure. Therefore, we must have the ability to improvise.
Eight. merits and demerits
Advantages: Liuzhou has a beautiful night scene, so there are many people at night. Most people who visit markets, shopping malls, supermarkets and leisure are young people, especially women who work during the day and have time to shop at night, which also has great advantages for our store. The underground street opens at 0: 00 in the morning and closes at 22:00 in the evening. In this way, people also have enough time to go shopping. Longcheng Road is the main commercial section in downtown area, so the traffic volume is still very large.