Planning scheme of commercial marketing activities

The footsteps of time are silent and pass by inadvertently. What awaits us ahead are new opportunities and challenges. It's time to plan the next step! But what kind of plan suits you? The following is my collection of business marketing activity plans, welcome to read the collection.

Business Marketing Activity Plan 1 I. Market Analysis

1, target group

As can be seen from the business projects of this store, this store mainly deals in roasted seeds and nuts, sweets, dried fruits, nuts and preserves, and mainly deals in snacks. The main customers who consume these products are women. The store is located on the edge of the university campus, so it can be judged that the main target consumer group of the store is female college students.

2. Target group analysis

The main target group of the store is female college students, who like to eat snacks. Economically speaking, this consumer group has no fixed source of income and its consumption power is relatively low. Therefore, excessive prices will restrict the consumption of this group. Good quality and low price are the main criteria for their choice, and they often like to buy their favorite snacks in small quantities for many times. Judging from the consumption habits, this group often likes to go shopping in groups, and the group characteristics are more obvious. From the analysis of the special environment of the campus, due to the limitation of school classes, this group spends relatively concentrated time at noon and after dinner.

In addition, new students and graduates leave the university every year, so there will be new consumer customers and lost customers every year. At the beginning of freshmen's enrollment, they buy snacks without choosing similar products, which is arbitrary.

3. Analysis of competitive environment

Affected by economic interests, two similar stores have also opened around to participate in the competition. The influence of horizontal competition led to a sharp decline in the store's sales. Influenced by the special environment of the university, the newly-added consumer groups will buy similar products randomly every year, resulting in new stores and old stores standing on the same starting line with the same competitive advantage.

Second, the refinement and specific operation of marketing strategy

1, packaging products according to certain specifications.

Considering the consumption ability and portability of the target consumer groups, it is suggested that the products should be quantitatively packaged. Suppose, with 200 grams as the standard, the packaging and price are X yuan. The reform of packaging, on the one hand, caters to consumers' consumption habits and provides convenience for consumers, on the other hand, packaging products can improve the quality and aesthetics of products and increase the profit space of businesses. At the same time, the change of packaging also provides conditions and convenience for the follow-up marketing activities.

2. For new customers: adopt the method of "tasting" to attract new customers.

Due to the influence of the special environment of the university, new and old customers alternate. Therefore, in order to increase turnover, we must seize new consumer groups every year. Because the new college students are not familiar with the whole environment, which leads to the randomness of consumption, some factors should be used to attract some customers to spend. I personally suggest "tasting" to attract these customers. For "tasting", many stores have this practice, but only when customers come to ask, they do not openly operate. For the new students on campus, under the guise of "free tasting or tasting" (if possible, you can make an X platform or poster and display it in a conspicuous position in the store), so that customers can see it directly at a glance, which can attract them to try and experience to a great extent. "Try to eat" not only provides customers with a taste of products and an understanding of products, but also dispels new customers' scruples about unfamiliar environment (in some places, once customers ask, they will be forced to buy, so newcomers will be more or less nervous about unfamiliar environment).

Conditional can set up a special tasting area, provide disposable bamboo sticks or other tableware for customers to use and taste. It can not only attract customers, but also enhance the image of the store.

3. Arrange promotional activities according to the schedule of the target group.

According to the working hours of the student groups, it can be seen that the time after lunch and the time after dinner are the relatively concentrated time of the student groups. According to the students' schedule, some promotional activities can be arranged at the time when people are concentrated to increase turnover.

(Note: In order to increase the effect of promotional activities, shopkeepers can increase gifts and set a limit on the number of people. )

Giving away is an indirect price strategy, and quantitative packaging can ensure higher profits of products and ensure that giving away will not reduce profits. By giving away, on the one hand, we can stabilize the price of products and avoid direct price competition, on the other hand, we can cater to customers' cheap and affordable consumption psychology.

4. Arrange promotional activities for holidays.

Major holidays, you can properly arrange promotional activities. For example, in the Mid-Autumn Festival, at the original noon and evening promotion time, 1 moon cake was given to cater to consumers' working hours.

Three. Other suggestions

Shopkeepers can increase product sales through channel construction. Details are as follows:

Restaurant cooperation. Bring products (roasted seeds and nuts) into the restaurant as pre-meal Fluttershy.

In the form of wholesale, the products will be spread to retail stores on campus.

For campus group gatherings, we will provide preferential services for bulk purchasing (assuming a 10% discount for the first time, a 20% discount for the second time, and a 20% discount for the third time, we will firmly attract customers by gradually attracting customers).

Business marketing activity planning 2 I. The purpose and task of marketing planning:

This plan is a network marketing plan, which aims to make snack food successfully launched on the Internet, gain more market share in the dazzling snack food network market, win the favor of consumers, gain greater corporate interests, and be recognized by the vast number of online consumers on the Internet.

Second, the product overview:

The main selling point of snack food is not supplementing nutrition, but its unique delicacy or something that gives consumers a good leisure enjoyment. There are three main consumption characteristics of snack food: flavor, nutrition, enjoyment and characteristics. Consumers cover all groups: children's snacks, teenagers' enjoyment and leisure interests of adults and the elderly.

As a huge and rapidly expanding market, China's snack food market has the following characteristics, which is also the mainstream direction of snack food:

(A) more and more close to people's eating habits and psychology, become palatable.

1, with soup, easy to chew, easy to swallow, easy to digest, such as binding potato chips with mineral water.

2, to meet the mentality of seeking novelty and change, people's taste buds must be constantly stimulated by new tastes or tastes in order to maintain a continuous sense of satisfaction.

3, health, although consumers are not very clear about this, but it is very important among the influencing factors of their purchase decision, consumers will have a certain demand for the functionality of food, based on different functions become the premise of market segmentation.

(2) Judging from people's purchasing habits and psychology, it should be pleasing to the eye and satisfy the dominant ideology. That is, "food, color and sex"

1, convenient, the selling point should be close, and the purchase process should reflect the concept of leisure.

2, timeliness, to meet their irrational needs on a whim.

3, observability, leisure is a comprehensive concept, not only delicious but also beautiful, where is the best in the store? Bulk product area.

4, participation, everyone has a desire to dominate, delicious and fun.

Third, the market environment analysis:

1, environmental conditions of snack food industry

Since 1990s, "foreign" leisure has entered China on a large scale. 10 years later, the snack food market has undergone earth-shaking changes. Biscuits alone reached 6.5438+0.5 million tons a year, and the annual sales revenue exceeded 65.438+0.5 billion, an increase of 6.5438+0.8, an increase of 25%. In recent years, China's snack food industry has developed rapidly, benefiting from the continuous improvement of production technology and the continuous expansion of downstream demand market. The development situation of snack food industry in domestic and foreign markets is very promising.

2. Online consumer analysis:

(1) Network User Analysis

With the popularity of the Internet, more and more people have joined the ranks of netizens. As of March, the number of Internet users in China was 5,965,438+million. In just half a year, the number of Internet users in China increased by13.3 million. Among netizens, the proportion of young people aged 18-24 is 37,3%, followed by those under 18 (17,6%) and those aged 25-30 (17,0%). The age structure of netizens still shows the characteristics of younger age. Middle school students account for the largest proportion of netizens, reaching 28%.

(2) The rapid popularization of online shopping consumption.

With the popularity of the Internet, online shopping has gradually become one of people's consumption patterns. Online shopping is safe, convenient and fast, which is the future development trend. At present, there are two main service modes of online shopping: c2c platform, that is, e-commerce between individuals, that is, the mode of individual merchants to consumers; B2c platform is an e-commerce between businesses and individuals, that is, the mode of enterprises (or units) to consumers.

3. Analysis of the characteristics of snack food;

① The rise of young consumer groups. ② Health food is the main food. ③ Different types of snack foods have different popularity. ④ High-income families have become the mainstream of snack food consumption; ⑤ The product update speed is fast.

Fourthly, the analysis of snack food customer groups.

Children and young women are the mainstream consumers of snack food at present. Correspondence analysis shows that fashionable food, especially snack food, is no longer a patent for children, and adults, especially young women, have become mainstream consumers. The survey shows that 65,438+08 ~ 24-year-old young women with high school/technical secondary school or college education are the mainstream group to guide the consumption of fashionable food, and they like to buy more fashionable brands when buying food; On the contrary, men aged 3 1 ~35 are not "cold" about fashionable food.

Five, the profit model of network marketing

1, the traditional profit model of network marketing: establishing enterprise product websites; Open an online shop on the commercial platform of the network; Online advertising sales and so on.

2. Students' new profit model: blog marketing, microblog promotion, cooperation with large group buying websites and so on.

Six, 4p marketing mix:

1. product: establish a healthy brand of snack food and actively promote green organic snacks.

2. Channels:

(1) Opening online stores on various sales platforms (not yet realized)

(2) Establish a blog to introduce and promote the corresponding products.

(3) Establish Weibo and promote healthy and delicious leisure snacks.

(4) Cooperate with large group buying websites to carry out low-cost group buying activities.

3. Price: (1) preferential activities (2) regular quantitative auction (3) points exchange activities.

4. Promotion: (1) free tasting activity (2) Weibo forwarding lottery activity (3) knowledge quiz on snack food.

Commercial marketing activity planning scheme 3 Tea house industry has higher and higher requirements for management. The progress of society, the competition of peers and the picky of customers make management more and more difficult and stressful. There are many successful theories in the successful teahouse industry. A successful teahouse needs to pay attention to five elements:

1, the route is correct.

2, the product is unique

3. Excellent service

4. The price is reasonable

5. Comfortable environment

First, the correct business line.

Successful teahouse investors attach great importance to the early investment planning and are willing to make great efforts to do market research. For example, what is the market supply here, what is the level of supply, and what are the future consumers? What kind of tea and vegetables do these consumers like? What level of price standard can you accept? The more market information you collect, the better, and the more detailed. After comprehensive analysis, the future management route of teahouse is worked out. According to this business route, we should select the right talents, make marketable product menus and promotion methods, carry out appropriate personnel training, environmental decoration and layout, and calculate reasonable prices. The accurate positioning of business route and business policy has laid a solid and good foundation for successful business in the future.

Second, distinctive and stable products.

Eating, eating, talking about drinking and talking about food. Whether the dishes have their own characteristics and the quality is stable is one of the branches that restaurants rely on for success. Food and dishes in restaurants are forbidden to go with the flow. As the saying goes, only dead fish go with the flow. Create special dishes and don't walk into a dead end. As a special restaurant, its dishes are monotonous, generalized and McDonald's style, which is not suitable for China's food culture. Secondly, there are many schools, even if the guests spend a lot of money, the quality is difficult to be stable. The production department requires more warehousing, which is troublesome to prepare materials and the loss increases accordingly.

Third, the quality service that makes you feel at home.

The service level of the teahouse can reach the state of being at home and serving home, which is the most praised by the guests. High-end, high-grade teahouses solemnly emphasize pre-job training, including a set of service standard training suitable for teahouse management methods, and special training such as personality, etiquette, courtesy, tea ceremony thought, tea art knowledge, brewing skills, service psychological education and business knowledge education. For the special atmosphere of the teahouse. There is also military training for employees to strengthen discipline and enhance teamwork spirit. Those untrained newcomers are waiters, and the service level is difficult to satisfy the guests.

Fourth, the appropriate price strategy.

The selling price of tea is the monetary expression of the value of tea. The retail price of some high-value teas will naturally be higher, and the retail price of low-value commodities will naturally be lower. In addition, compared with popular teahouses, high-end teahouses have perfect facilities, high-quality personnel, elegant environment, scientific management, thoughtful service and excellent food, and their overall price will certainly be higher than that of popular teahouses. Guests with' high level and high consumption' generally like to choose high-end tea houses for food consumption. However, some managers often simply think that high-grade decoration and excellent environment can sell high prices, or that low prices will definitely bring good business. The consumption psychology and demand of customers are completely ignored, and no relative adjustment is made with the change of market environment, which makes the sales price of tea and vegetables not fully reflect the differences of various factor prices and cannot meet the needs of customers with different consumption motives. These managers don't realize whether the price of tea is appropriate, which is the most important and effective part of many promotion methods.

Verb (abbreviation for verb) comfortable and elegant comprehensive environment

Just as the design of tea dishes needs thinking, the teahouse is also ingenious in the design of tea dining environment. First of all, we need to consider the management route of the teahouse itself, the level of customers and the size of the investment budget. Then we need to conceive how to create a comfortable and elegant atmosphere for tea tasting and dining, and consider every space of the teahouse in a unified way to facilitate guests' access and service operation. With the right hue. Lighting and beautiful line decoration strive to cultivate an elegant and "outstanding" atmosphere for drinking tea and dining, which meets the psychological expectations of guests and matches the operating characteristics of teahouses. In this way, the purpose of attracting customers and leaving a deep impression on customers is achieved, so that every guest who patronizes can become a "loyal customer" and become a volunteer propagandist of the teahouse. In a word, as a manager, we should strive to create five elements of culture and health and create a harmonious internal action mechanism in order to be invincible in the market competition.

Business Marketing Activity Plan 4 I. Summary of Teahouse

China is a big tea country. Arrange the teahouse in the downtown area, so that there is a comfortable and elegant atmosphere between the bustling cities, and the atmosphere tends to be casual, elegant and open-minded almost naturally.

Second, the business guide

The nature of drinking tea is comfortable and elegant, and the atmosphere of the teahouse almost naturally tends to be casual, elegant and open-minded, so the teahouse must be a delicate and elegant place. Such a place is very suitable for leisure and entertainment. Moreover, these places have higher requirements for the grade of tea. Attention should be paid to brands and types of famous teas, and tea sets related to tea should be matched with books, such as purple sand, porcelain and glass tea sets.

Third, the teahouse management description

For everyone to be equal, the atmosphere in my teahouse must be comfortable. The crowd ranged from the big boss of the company to the students. From youth to old age. My teahouse can be a place to study reading, or a place for business conversation in shopping malls. In order to avoid being disturbed by others, I will increase the number of boxes, and the atmosphere of each box must be elegant and comfortable.

Fourth, the quality of shop assistants.

1, attractive appearance: neat clothes, timely style, elegant appearance, simple and frank expression.

2. Those who have in-depth research on tea tasting will give priority to serving some people with high tea tasting level.

Verb (abbreviation of verb) target location

1. In the face of competition, I must carry forward the advantages of our company and regularly send employees to good teahouses in various countries to learn experience. The employees of our company must live in harmony and take serving customers as the purpose. Scientific management and chain management.

In order to establish a good reputation of our company, I decided to spend some money on advertising, such as street signs, and I also decided to set up my little bee team. It is to hold high-level activities on holidays, contact some high-level companies and give them some coupons to improve the reputation of our teahouse. To further provide customers for our teahouse.

Business marketing activity plan 5 I. Product overview

(A) more and more close to people's eating habits and psychology, become palatable.

1, with soup, easy to chew, easy to swallow, easy to digest, such as binding potato chips with mineral water.

2, to meet the mentality of seeking novelty and change, people's taste buds must be constantly stimulated by new tastes or tastes in order to maintain a continuous sense of satisfaction.

(2) Judging from people's purchasing habits and psychology, it should be pleasing to the eye and satisfy the dominant ideology.

1, convenient, the selling point should be close, and the purchase process should reflect the concept of leisure.

2, timeliness, to meet their irrational needs on a whim.

3, observability, leisure is a comprehensive concept, not only delicious but also beautiful, where is the best in the store? Bulk product area.

4, participation, everyone has a desire to dominate, delicious and fun.

Second, the market environment analysis

1, environmental conditions of snack food industry

Since 1990s, foreign leisure has entered China on a large scale. 10 years later, the snack food market has undergone earth-shaking changes. Biscuits alone reached 6.5438+0.5 million tons a year, and the annual sales revenue exceeded 65.438+0.5 billion, an increase of 6.5438+0.8, an increase of 25%. In recent years, China's snack food industry has developed rapidly, benefiting from the continuous improvement of production technology and the continuous expansion of downstream demand market. The development situation of snack food industry in domestic and foreign markets is very promising.

2. Online consumer analysis:

(1) Network User Analysis

(2) The rapid popularization of online shopping consumption.

3. Analysis of the characteristics of snack food;

① The rise of young consumer groups.

② Health food is the main food.

③ Different types of snack foods have different popularity.

④ High-income families have become the mainstream of snack food consumption.

⑤ The product update speed is fast.

Thirdly, the analysis of snack food customer groups.

Fourthly, the profit model of network marketing.

1, the traditional profit model of network marketing: establishing enterprise product websites; Open an online shop on the commercial platform of the network; Network advertising promotion, etc.

2. Students' new profit model: blog marketing, microblog promotion, cooperation with large group buying websites and so on.

Five, 4p marketing mix

1. product: establish a healthy brand of snack food and actively promote green organic snacks.

2. Channels:

(1) Open online stores on various sales platforms.

(2) Establish the WeChat public service number, and launch and introduce the corresponding products.

(3) Establish Weibo and promote healthy and delicious leisure snacks.

(4) Cooperate with large group buying websites to carry out low-cost group buying activities.

3. Price:

(1) discount activities

(2) Regular and quantitative auction

(3) Points redemption activities