旺仔促销专项策划专业方案.docx

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
活动目标···········································2
活动对象············································3
活动专题···········································4
活动方法···········································5
流动时间和地点······································6
广告配合方法········································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
效果评定········································13
活动背景概述
为了迎接“六一儿童节”到来；市场上多种店铺、商家全部在进行节日促销计划；市场上各类产品为了这次节日计划全部各有千秋；在此基础之上为了针对这次“六一”节日气氛及机会；借此机会我要对我们产品旺仔牛奶进行这次促销活动策划；以至于产品销量提升5个百分点；为了进行用户开发打好基础；在原有用户用户忠诚度深入提升；使产品著名度比原有著名度再提升二分之一；占领乳料产品市场5个百分点；以此发明愈加好产品市场经济。
活动目标
此次活动目标是：
（1）经过这次促销活动抓住市场，激发挖掘潜在用户需求；树立产品形象及产品著名度；估计此次活动销量增加至5个百分点；以快速占领市场5个百分点。
为此针对此次目标我们此次活动最终具体目标：
（1）激励现有消费者继续购置本品牌产品，把延时性购置变成即时性购置，激励大批量购置，增加产品销售量5个百分点。
（2）争取潜在用户；培养新产品用户群。树立产品形象。
（3）将产品进行传输；提升产品著名度以至于占领市场份额5
个百分点。
（4）增强产品美誉度和信用度。
具体目标战略:
第一：经过派发优惠劵和促销活动策划；激发消费者进行消费；增加产品销售量；
第二：经过旺仔产品“试饮”活动，消除用户顾虑；也让潜在用户了解产品；同时在消费者中树立产品形象；为下一步制订销售策划展出依据，
第三：邀请消费者参与活动；借此展示产品形象；使之在原有著名度上建立信用度和美誉度；让消费