旺仔促销策划方案.docx

旺
仔
牛
奶
六
一
促
销
策
划
方
案
筹划
筹划人：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方案；市场上各类产品为了这次的节日方案都各有千秋；在此根底之上为了针对这次“六一〞节日的气氛及时机；借此时机我要对我们的产品旺仔牛奶进行这次的促销活动筹划；以至于产品销量提升5个百分点；为了进行顾客开发打好根底；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置本品牌产品，把延时性购置变成即时性购置，鼓励大批量购置，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筹划；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；为下一步制定销售筹划展出依据，
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