文档介绍:Y07 May Day Promotion Instruction五一促销整体计划沟通版
East Region Marketing, CMO
Mar., 2007
1 © 2005 Nokia V1- / yyyy-mm-dd / Initials
May Day Promotion Integrated Campaign Overview五一促销整合活动概况
2 © 2005 Nokia V1- / yyyy-mm-dd / Initials
May Day Promotion Theme: Share Love w/ You in Mayday (Music get you talking and love let your “hear”)五一促销主题:“五一劳动节与你分享爱 音乐让我说爱让你听见”
3 © 2005 Nokia V1- / yyyy-mm-dd / Initials
360o Integrated Marketing Mix Support360度整合型市场计划
POSM
Store wrapping
TP
Premiums
MGYT – love message board 爱心留言板(500 stores)
Coop print-ad. layout
Retail event – celebrities signing ceremony (SH/HZ/NJ/QD, 2000pcs EP for signing)
On-site bonus card for promoter
Guiding board
May Day Promotion
+
MGYT campaign
4 © 2005 Nokia V1- / yyyy-mm-dd / Initials
May Day Promotion – Mechanism 五一促销–活动介绍篇
5 © 2005 Nokia V1- / yyyy-mm-dd / Initials
促销机型:12个型号(N2310/N2610/N6030/N5200/N5300/N6070/N7260/7360/6300/ N70/N72/N73)
Models List & Coverage促销型号及覆盖城市
6 © 2005 Nokia V1- / yyyy-mm-dd / Initials
Mechanism活动方式
方式一: 消费者买一赠一
买诺基亚N2310, N2610 , N6030送淘酷心型杯
买诺基亚N5200, N5300送爽透心凉拖
买诺基亚N6070 送红火心抱枕
买诺基亚N7260, 7360 送纤纤手提包
买诺基亚N6300 送灵韵超薄表
买诺基亚N70,N72,N73 送数码礼包三合一
7 © 2005 Nokia V1- / yyyy-mm-dd / Initials
Premiums礼品
淘酷心型杯
爽透心凉拖
纤纤手提包
灵韵超薄表
红火心抱枕
数码配件
8 © 2005 Nokia V1- / yyyy-mm-dd / Initials
May Day Promotion – POSM & POSM Display Guide 五一促销– POSM 及POSM 陈列指导
9 © 2005 Nokia V1- / yyyy-mm-dd / Initials
POSM List
区域
项目
Entrance / 门口
Poster/海报
Die cut Standee / 立牌
Cube/堆头
Common Area & Main Tunnel/公共区域及通道
Special Display Corner – backdrop /特殊陈列角背板
Cube/堆头
Gift dummy / 礼品小立牌
Poster/海报
Hanging mobile / 吊挂
Sales area & counter / 专区及柜台
In counter Poster/柜内海报
In counter Tray/柜内衬板
Counter Sales-talker/柜前档板
Button card/新SIS柜台用背卡
Back Card/普通柜台用背卡
Mini X-Standee / 台上迷你X展架
Cube/堆头
Love sticker / 爱心随心贴
Die cut Standee / 立牌
Consu