文档介绍：旺
仔
牛
奶
六
一
促
销
策
划
方
案
策划
策划人:吴雄
目录
活动背景概述·······································1
活动目的···········································2
活动对象············································3
活动主题···········································4
活动方式···········································5
流动时间和地点······································6
广告配合方式········································7
前期准备···········································8
人员安排
物质准备
试验方案
中期操作············································9
后期延续···········································10
费用预算········································11
意外防范·······································12
效果评估········································13
活动背景概述
为了迎接“六一儿童节”的到来;市场上各种店铺、商家都在进行节日促销计划;市场上各类产品为了这次的节日计划都各有千秋;在此基础之上为了针对这次“六一”节日的气氛及机会;借此机会我要对我们的产品旺仔牛奶进行这次的促销活动策划;以至于产品销量提升5个百分点;为了进行顾客开发打好基础;在原有的顾客顾客忠诚度进一步提高;使产品知名度比原有知名度再提升一半;占领乳料产品市场5个百分点;以此创造更好的产品市场经济。
活动目的
此次活动的目标是:
(1)通过这次促销活动抓住市场,激发挖掘潜在顾客需求;树立产品形象及产品知名度;预计本次活动销量增加至5个百分点;以迅速占领市场5个百分点。
为此针对此次目标我们本次活动的最终具体目的:
(1)鼓励现有消费者继续购买本品牌产品,把延时性购买变成即时性购买,鼓励大批量购买,增加产品销售量5个百分点。
(2)争取潜在顾客;培养新的产品顾客群。树立产品形象。
(3)将产品进行传播;提高产品知名度以至于占领市场份额5
个百分点。
(4)增强产品美誉度与信用度。
具体目标战略:
第一:通过派发优惠劵以及促销活动策划;激发消费者进行消费;增加产品销售量;
第二:通过旺仔产品“试饮”活动,消除顾客顾虑;也让潜在顾客了解产品;同时在消费者中树立产品形象;为下一步制定销售策划展出依据,
第三:邀请消费者参与活动;借此展示产品形象;使之在原有的知名度上建立信用度与美誉度;让消费者更进一步了解本产品;促进消费者更好的信息沟通;以便了解消费者的具体需求。
活动对象
针对对象性质:儿童、少年、
年龄阶段: