Activity time: 10 days before and after New Year's Day in 2006 and 10 days before and after Spring Festival in 2006 (the actual operation effect is good, extended by 5 days)
Activity purpose 1. Welcome New Year's Day, the Spring Festival peak season, brand Promote and build momentum
2. Increase sales to give customers confidence and create conditions for stocking up in May
3. Improve customer relations (I will be transferred to this market in April)
< p>Activity theme Activity theme: Welcome May Day, Rongsheng refrigerators have big discountsActivity slogan
Activity content
On-site promotion planning plan
< p>Preliminary work:1. Communicate specific operational details with shopping mall leaders, mainly price, venue, personnel, and material support.
2. Promotion in Qinzhou Market on the 20th: putting up posters and packaging tricycles, and putting up posters in front of the shopping mall on the 23rd.
3. Check the inventory and on-site materials on the 22nd
4. Refining the unified rhetoric of the event: Kelon manufacturer conducts promotional activities in advance during the "May Day", sells at special prices and gives away exquisite gifts .
On-site operations:
1. An arch, two tents, two product inflatable models, a "United Nations Energy Saving Gold Award" roll-up banner, and two poster boards.
2. 8 prototypes output: 1 special price machine 163G, 2 high-volume machines 108A, 138A, 2 new products 171D, 186SM, 1 computer performance 162AY, event main sales model 209S (United Nations Energy Saving Gold Award), 1 image machine 226AY3
Activity fee: 200 yuan for packaging tricycles (5 units), 50 yuan for transportation, temporary promotion of 30 yuan/day × 2 = 60 yuan, ***310 yuan (Shopping malls are required to apply for the venue).
Activity summary:
1. During the period, 26 units were sold, accounting for 41.2% of the 63 units sold in the month. The main competitor's monthly sales volume was 47 units.
2. Full publicity was made for the "May Day" peak season, and the sales volume in the "May Day" seven-day period was 79 units
3. Customers took delivery of 97 units that month, which was All-time high record. However, due to unknown factors and other factors, best-selling models (290S, 163G, etc.) began to be out of stock on May 3, affecting May Day sales. (There are no agents in this area, and they are radiated from Nanning agents.)
The whole process of planning on-site activities is:
1. Activity background analysis, that is, the purpose of the activity. The general purposes of activities include: launching new products, dealing with slow-moving products, increasing distribution to reduce inventory, brand promotion, increasing sales, following up on competitor promotions, and routine promotions on major festivals. For manufacturers, in addition to the above purposes, there are also the following two hidden purposes: improving customer relations to win promotions, and price management to increase the transparency of the prices of some models. Therefore, the purpose of each activity must have a clear purpose, but no matter which purpose, increasing sales is the initial and final purpose. Here we have to pay attention to a problem. Manufacturers and merchants have the same goal of pursuing sales volume, but there are conflicts in the design of prices, especially for goods distributed through agents. In terms of distribution, we purchase goods from manufacturers and agents, and the manufacturers provide market management and support. When manufacturers provide manpower, material and financial resources for on-site activities, dealers are definitely required to provide support in terms of price. This is a phenomenon that occurs. The activity is very effective, but the dealers are not in a high mood because there is no profit guarantee. In actual operations, I have heard many customers talking to me about this issue. Therefore, the price design of the event should be false, and the number of special machines should be controlled within 2. If possible, help customers allocate profits to other models. Clarifying the purpose is helpful for creative design of activities and application for support.
2. Creative design of activities. A successful event should convey a message - why your event is a discount, and why purchases during the event are cheaper than usual. The focus of this step is to refine a unified narrative for the event. The momentum at many events may be very popular, but because the work of unified rhetoric is not done, the theme of the event is not highlighted. The effect can certainly be imagined. The creative idea of ??the event may be just one sentence, such as: special price with gifts and prizes; national tour of energy-saving refrigerators, etc.; sales price signed by the manufacturer's manager on-site, etc. Generally speaking, as long as the manufacturer's activity position is highlighted, consumers will still believe the manufacturer's profit-making rhetoric.
Activity creativity can also be understood as the rhetorical design of the activity. Different activity theme rhetorics are designed for different time periods and different areas. For example, vending machines signed by high-level manufacturers may be effective in first-tier cities, but they cannot be suitable at any time. Generally speaking, there are certain prerequisites for hyping this theme: 1. On major festivals. 2. The scale of the event is large and the initial momentum is large, which is generally reflected in the production of promotional leaflets. Some time ago, I came across an event held by a color TV manufacturer on a weekend with the theme of "Signature of a Color TV General Manager for Selling Machines". The event was quiet. Why? It’s because time and momentum are not worthy of this event theme. Wouldn't it be great if it were changed to a general event design, with manufacturers promoting promotions, special offers and giving gifts?
3. Writing activity plans. There are two purposes for writing. One is to apply for resources from the company. The second is support for communication activities with customers. For small routine promotions, it is enough to write according to the case. For large ones, division of labor and detailed cost budget of personnel should be added. This plan must be completed one week before the event.
4. Communicate with the company, customers and other relevant departments to apply for support and coordinate the division of labor. Use the plan you wrote to apply for gifts and event fees from the company, and communicate the event operation details with the customer. Mainly the price design of the special machine, venue fees, on-site materials (audio equipment, posters, etc.), and personnel support. The result of this communication may be different from the design of your plan. It is generally recommended to apply for venue fees when writing the plan. Except for the cost issue, you can make other adjustments by yourself.
5. Single page and poster design and production. Highlight the theme, and after writing it, go to the advertising company to complete it with the designers. Generally, the professionals in the advertising company will give you a satisfactory design.
6. Unified rhetoric and division of labor training for relevant personnel. Provide simple explanations and training to event participants. The content is mainly about the creative rhetoric of your event. This also contributes to the unity of the event and the clear message conveyed. If it is a new product-themed event, product knowledge and sales skills training is required. Many colleagues are troubled by the arrangement of temporary shopping guides. My point of view is that the role of temporary shopping guides is to create publicity, guide customers and issue orders. Publicity is to have temporary staff receive customers, mainly to convey the theme of the event and highlight the location of the manufacturer. That is what we call unified rhetoric. Generally speaking, please do not let a temporary shopping guide participate in sales unless you are reassured by her ability, otherwise she will cause you unnecessary trouble, such as introducing product functions and product price negotiations.
7. Promote and build momentum. Large-scale event flyers are distributed one week in advance. You can contact the local post and telecommunications office to distribute them together with newspapers, or you can cooperate with newsstands. Posters can also be posted at the same time. The best time to do it at the entrance of the mall is two days before the event. If it is too early, it may affect the sales before the event.
8. Check inventory, gifts and on-site materials. Take place 2 days before the event. Special price and main-selling models require guaranteed inventory.
9. On-site operation. On-site momentum building, construction of arches, tents, sun umbrellas, roll-ups and other on-site materials, and design and display of prototype product lines. At this time, the prototype needs to be carefully dressed up to make it as "most beautiful and moving" as possible. The key task here is to cooperate with the sales work. To highlight the position of the manufacturer in the activity, I have a formula here: professional attire + business card + Mandarin = manufacturer manager. One key to a successful event is strong personal promotion. Therefore, the sales ability of sales personnel is very important, but there are several sales managers and product managers in the home appliance industry who still maintain this ability. Maybe I rarely go to the front line anymore!
10. Clean up the site, summarize the assessment, and settle various expenses. Once the event is over, clear out the posters and special offer tags. Settlement of various expenses. Finally there is a summary and evaluation of the activity. Summarize the factors for success. These factors may not necessarily be in your plan. It is entirely possible. Therefore, if you want to become a master in this area, summary is very necessary. For the evaluation of activities, the sales volume during the event and the sales volume one week after the event are generally used as parameters. In addition to these, there may be other gains, such as regional brand promotion, good customer relations, etc.
From the above analysis, the planning of on-site activities is mainly reflected in: building momentum, unified rhetoric, customer support, highlighting the location of manufacturer activities, and strong personnel promotion. This is a simple but hard job, and setting up and cleaning up the event site is not easy. For the sake of the company and salary, let’s do it on site in a down-to-earth manner. I hope my manuscript will be helpful to everyone.
At the same time, due to my industry and ability limitations, there may be some operations that I have not mentioned. Please discuss with my peers.
Source: China Planning Network
4. Let the refrigerator sales in Qinzhou market have a clearer theme: energy saving, and make the 209S Rongsheng. (Unexpected gain)
5. Gained the trust of customers.
The first step is to determine the purpose and goals of the promotional activities.
The second step is to conduct data collection and market research.
The third step is to create promotional ideas.
1. Super-sequential association coherence method
Simply put, it is to put those things that seem unrelated or incompatible through association, imagination, and super-imagination. ...combine them coherently and connect them to create endless creativity.
2. Wire coherence method
After establishing a problem point, use it as the center to decompose and pull out many variable coordinates in different directions; and each variable coordinate can be continuously Decompose it, and then use line correlation, surface correlation, and body correlation methods to find new ideas.
The fourth step is to write a promotion plan.
The promotion plan is also called the promotion plan. It is a guiding document for implementing promotional activities. Promotional activities must be strictly implemented in accordance with the promotional plan. The promotion plan generally includes: the purpose of the promotion; the theme of the promotion; the slogan or advertising slogan of the promotion; the time and place of the promotion; the content of the promotion; the personnel to implement the promotion; the list of materials to be prepared for the promotion; the budget of promotion funds; the promotion plan. Event notes and other content. The promotion plan should be written as comprehensive, detailed and specific as possible. The more detailed it is, the easier it is to implement.
The fifth step is to test the promotion plan.
Many promotional activities do not test such a procedure. Once the promotional ideas and plans are formulated, they are directly taken to the market for operation. Once they fail, the losses will be difficult to make up for. Therefore, in order to reduce the losses caused by failed promotional activities, this procedure is essential. How to conduct the experiment? The usual approach is to conduct a short-term operation test in a relatively small market. Or some experts within the company (marketing managers, front-line marketing personnel, etc.) will question and answer various aspects of the promotion.
The sixth step is to improve the promotion plan.
Summary the test of promotional activities, modify the inappropriate or imperfect parts of the promotion plan, completely abandon the promotion plan and make another promotion plan (generally speaking, there are about three promotional activities creative ideas, which have been alternative). It’s okay not to engage in promotions that are ineffective or even have negative impacts. The reason is self-evident.
The seventh step is to promote and implement the promotion plan.
After the promotion plan has been improved and perfected through experiments, it will enter the formal promotion and implementation stage. At this stage, attention should be paid to strictly following the promotion plan and budget. The main responsibilities of the person in charge of promotional activities are supervision, command, coordination and communication.
The eighth step is to summarize and evaluate the promotion plan.
During the course of the activity (the activity lasts a long time) or after it is completed, those participating in the promotion must summarize and evaluate the promotion. The main content of the summary evaluation is whether the purpose and goals of the activity have been achieved? How is the budget implemented? What kind of incident occurs in the promotional activities organization, and how to deal with it? What is the reason? How can we avoid problems? The evaluation summary of promotional activities should also form a complete written report to prepare for the next promotional activity.
1. Market competition situation analysis
2. Market positioning
A. McDonald's market advantages lie in cleanliness, fastness, quality, service and value.
B. KFC's market advantage is the unique taste of its products.
C. The market advantage of pizza is that it is a fast food partner for the whole family, serving family members as its main target.
D. WA's market advantage is traditional Chinese taste coupled with a clean dining environment.
E. CD takes color management as its market advantage and positions its products mainly with side dishes and beef.
3. Marketing positioning strategy
Marketing positioning strategy is an important key to the success of marketing.
Because all marketing activities, including sales, advertising, promotion, pricing, product life cycle, packaging, distribution and public relations are based on market positioning. The introduction of the operation of international chain companies by McDonald's has presented a market situation of fierce competition. In this changing market and fierce competition environment, only by establishing a strong marketing positioning strategy can we find a market space for survival and development.
Target market: According to market intelligence, for manufacturers in the fast food industry, the most commonly used market segmentation method is "demographic factors", with other factors such as regional factors, customer psychology factors and Customer consumption behavior factors and other factors are rarely used. Among the demographic variables, "age" and "occupation" are most commonly used; Western fast food operators use age as a variable to consider for market segmentation; Chinese fast food industry uses occupation as a variable for market segmentation. McDonald's targets young people (men and women aged 4-30), while Pizza and KFC target family members. WA and CD are positioned in the market segment of students and office workers.
Market positioning: A. McDonald's appeals to youth and liveliness, and hopes to provide a brisk dining environment. B. Pizza: With the positioning of high quality and high price, we hope to give consumers the impression that the product is better than competitors and the price is more expensive than competitors. C. KFC: Positioned as "consumption for family members", it provides a warm and family-like dining atmosphere. D. CD: Positioning and emphasis on providing a "quick and easy" dining environment for office workers. E. WA: It is positioned as a Chinese fast food and take-out meal box, and uses a quick self-selection environment to meet the diverse needs of consumers through a combination of dim sum products.
From the above analysis, it can be seen that the market positioning practices of each chain store tend to create a positioning strategy that appeals to the impression of "comfortable dining that attracts the target customer base". Among them, the strategies of Western-style businesses mostly adhere to the original style of the licensing parent company, while Chinese-style businesses are actively creating their own charm and unique style.
4. Marketing mix strategy
Product positioning: Western fast food operators focus their promotion on the needs of children. On the one hand, they hope to cultivate the habit of eating fast food from children, on the other hand We also hope that through the guidance of children, the whole family can be attracted to the store to receive warm services. The following are the new trends in marketing: 1. Fast food industry operators will revise their marketing strategies based on market response. 2. In the past, the main target customers of the fast food market were students and office workers. Today, with the participation of many women and children, the fast food industry has become more lively and diversified, allowing operators to seize more market opportunities and at the same time, The operation of the fast food industry poses corresponding challenges. The fast food industry should specifically position its operations to new customer groups to adapt to their new and changing needs. Therefore, the fast food industry has three main target markets: the office worker market, the student market, and the family member market (with families as the consumption unit).
Commodity strategy: Commodity strategy is to provide products that meet the needs of the segmented market selected based on the marketing positioning strategy. The catering industry belongs to the field of retail service industry. Therefore, when carrying out product mix and product planning, the following important factors are worthy of consideration: the intangibility of the retail service industry (referring to services), the variability of the retail service industry (referring to market customers). layer), the inseparability of the retail service industry (referring to chain store operations and marketing strategies), and the fairness of the retail service industry (referring to public relations factors such as image, popularity, and reputation). The marketing bottlenecks caused by the above four items are extremely difficult to solve. Therefore, when formulating a product strategy, it should be positioned based on the products of the fast food chain, which should include the following: the supply of physical products, the shaping of the store atmosphere, the planning of movement lines and the display of pop advertisements, and the services and features provided. , The overall design of the store is planned. If this is the case, only then can we obtain the conditions and opportunities for superior products in the competitive market.
Pricing strategy: Pricing is the most sensitive and painful decision in marketing strategy. On the one hand, price determines the income of an enterprise; on the other hand, price is the main weapon for enterprises to stimulate performance in market competition. It is a well-known fact that the prices of fast food chain stores in the current market are generally on the high side. However, according to market interview data, the important factors that affect product prices can be summarized as the following points: cost factors (including operating costs and marketing costs), competitor pricing levels, customer psychological price standards, the company's marketing goals, the company's Marketing profit and market share measurement.
The following are the pricing strategies of Chinese fast food industry and Western fast food industry.
McDonald’s: Price based on consumers’ perception of consumption value.
KFC: Set prices with reference to the prices set by competitors for the purpose of market competition. Pizza: Set prices with reference to the prices set by competitors and customer feedback, with the purpose of market penetration and competitive advantage.
WA: Pricing based on response cost plus fixed profit, based on cost plus profit.
CD: Based on the principle that the pricing mantissa is not zero or an integer, the price is set, such as 3.8 yuan, 4.5 yuan, with the purpose of penetrating the market and stimulating market share.
It can be seen from the above that the pricing strategy of Chinese fast food operators is mostly based on the principle of cost plus profit, while the Western fast food industry mostly takes competition and market penetration as the pricing objectives. In addition, the most groundbreaking pricing marketing has recently been adopted by fast food operators: ○ Popularized prices, allowing more consumers to enjoy the goods as the main pricing goal, which is conducive to market expansion; ○ Determine the selling price in advance , and then plan the product mix based on this price; ○ Personnel costs and material costs are the core of costs, so pursuing planning economy and hiring a large number of part-time employees (calculated on an hourly basis) are important ways to reduce costs, and hiring part-time employees with hourly wages Personnel is the market trend and business policy of the fast food industry.
Channel strategy: Since the fast food industry is a chain operation located in business districts, production, logistics, distribution and sales occur almost simultaneously. At the same time, there are too many products that cannot be stored for a long time, so multi-point distribution must be used Proliferation marketing to form a comprehensive market attack to achieve the purpose of capturing the market. Therefore, moving towards chain operations and spreading multiple store chains in various business districts to multiple markets has become a prerequisite for successful operations. The environmental strategy and channel strategy of fast food chain stores are described below:
Environmental strategy: McDonald’s: ○ Determine store location and scale based on regional population distribution; ○ Focus on regional distribution and logistics distribution issues; KFC: ○ Population Structure and density; ○Business district characteristics (mainly the distribution of commercial areas and areas near schools and crowded areas); WA: ○Area with large population flow; ○Regional market development; ○Fast transportation; ○Consumption characteristics; CD: ○ Understand the characteristics of the location; ○ Areas with concentrated crowds; ○ Communities; ○ Consumption levels near business districts; QZZ: ○ Store size and seating design; ○ Areas with concentrated crowds; ○ Market vacuum areas are the focus of future development.
Access strategy: McDonald's: Gradually develop to central and southern areas, and develop stores suitable for various business districts and site conditions (including crowded areas, near stations, schools, business districts, and financial districts). KFC: comprehensive development. ZHG: Opening stores quickly to occupy market space will bring us closer to McDonald’s and position ourselves as a market follower. WA: Use the business model of a complex store to increase customer acquisition capabilities, and use commercial areas and office areas as the main channels for opening stores. CD pursues a popular consumption pattern to replace roadside stalls. To sum up, the channel strategies of fast food chain stores can be organized and summarized into the following forms: (1) Use chain operations and multiple locations to capture the target market. (2) The forms of chain operation are mainly free chain and franchise; franchising is a business strategy and store brand purchased from abroad, which is a characteristic of the Western fast food industry, while Chinese fast food operators still mainly use free chain. (3) Target big cities as the first target market, and then expand to central and southern China after establishing a firm foothold. (4) The length of the logistics distribution route is an important factor that must be considered when entering the market in advance. (5) Western-style fast food operators tend to open stores in a centralized manner to create a larger market, and developing into suburbs is the future goal. (6) The tide of people is the tide of money. This is the main consideration for fast food operators when choosing where to open a store, and the structure of the crowd is the focus of attention. The characteristics of the crowd are divided into: ○ floating population; ○ local residential population; ○ entertainment gathering population; ○ office worker population; ○ shopping population. (7) Different environmental characteristics have different functions and customer gathering capabilities, so environmental characteristics are the focus that operators must pay attention to. The business environment can be divided into: ○Business area; ○Residential area; ○Office business area; ○Entertainment area; ○Academic area (near the school); ○Comprehensive business district with various functional combinations. (8) The consumption level of people in the business district is an important factor affecting store opening. (9) The development of complex stores can create greater turnover and operating profits.
Promotion strategy: In the marketing strategy of the retail service industry, the establishment of corporate image and popularity are very important.
In addition to the feelings brought to consumers by the products provided by operators, advertising and promotional activities are also important strategies for operators to gain consumer recognition and impressions. Therefore, the main topic of promotion strategy is the practical application of advertising and promotion strategies, and issuing appropriate advertising and promotion messages to connect with consumers and establish close relationships. The promotion strategies of the fast food industry are described below. Promotion strategies of fast food chain stores:
TV advertising. McDonald's: ○ Drive craze; ○ Invest heavily in TV advertising; ○ Intensive campaign. KFC: ○More conservative and dare not overly force TV advertising; ○Focus on building corporate image. CD: ○More conservative and dare not push too hard on TV advertising; ○Focus on corporate advertising. WA: ○ Only corporate image advertising; ○ Discount; ZHG: ○ Not yet used.
Promotional activities: McDonald's: ○Cooperate to promote birthday dinner parties; ○Sponsor and give back to social activities. KFC: ○Discounts; ○Gifts; ○Use DM. CD: ○ Give gifts; ○ Hold promotions; WA: ○ Discounts; ○ Give small gifts. ZHG: ○ Give away gifts; ○ Hold raffle outings.
Public *** report: McDonald’s: ○ Use opportunities to create news events; ○ Various activities attract the attention of various media; KFC: ○ Use opportunities to create news events; ○ Various activities attract the attention of various media ; CD: Not yet used; WA: Not yet used; QHG: Not yet used. Practical strategies: McDonald's: ○Use topical messages; ○Communication and shaping of spiritual figures or idols; KFC: ○ Focus on regional marketing; ○ Positioning strategy for market opportunities; CD: ○ Focus on regional marketing Main; ○Positioning strategy for market opportunities; WA: ○Use word-of-mouth publicity; ○Cooperate with holiday promotions; QHG: ○ Focus on regional marketing.
To sum up the above, the promotion strategy of the fast food industry can be implemented by the following key points: (1) The application of advertising strategy can be divided into three stages of execution; A. Build corporate visibility and inform consumers of the company’s The nature and products provided and the special services provided. B. Strengthen the corporate image and increase consumers' awareness and affirmation to designated purchases. C. Strengthen advertising and promotion activities for individual commodities (single products) or new ones. (2) The shaping of corporate image is the marketing goal of the fast food industry. (3) The most unique feature of the Western-style fast food industry is that the corporate representative is the POP shape of the chain store, for example, McDonald's is in the shape of Ronald McDonald, and KFC is in the shape of Colonel KFC. Its main purpose is to increase the company's affinity with customers. (4) Word-of-mouth publicity and Whisper Campaign are extremely important ways of communication. In addition, strengthening services and maintaining good quality are matters that must be implemented. (5) The most commonly used methods of promotional activities are gifts and prizes. Small gifts, point coupons, prize coupons, etc. are all very popular and effective. (6) Cooperating with other companies for joint advertising is also a very effective way. For example, the joint advertisement between McDonald's and Pretty Shampoo was very successful. (7) Customer-participatory publicity and promotion activities such as social love feedback activities, writing competitions, parent-child activities, and happy families are gradually adopted by fast food operators. (8) The shaping and improvement of the overall corporate image of the chain store must be achieved through charitable activities such as public welfare activities, sports sponsorship activities, and blood donation activities. (9) Using news and topical information to create "hot debate" publicity can attract the attention of the mass media and free publicity reports. (10) The small business district marketing strategy of each branch can serve as a model for fixed-point marketing and advertising. At the same time, the overall promotion and promotion activities will be strengthened based on the characteristics of the business district and crowd characteristics near each store.
Public *** relations: McDonald's attaches great importance to public relations and vigorously looks for opportunities to publish news in newspapers. Some of these news are trivial news produced by manpower, and some are carefully designed. , information showing the power of McDonald's, such as "the flour used can fill the Grand Canyon" in the early years, "the ketchup used has been equivalent to the amount of water in the Mississippi River" and later "the hamburgers sold can be connected back and forth by connecting them." How Many Times to the Moon” etc. Another thing McDonald's is deliberately building is McDonald's authority in the hamburger industry. For example, it publishes a national poll to show how many hamburgers the average American eats in a week - the number is accurate to several decimal places. Even the American Meat Association considers this The information is codex.
McDonald’s also proactively creates interview opportunities for reporters and participates in charity activities to gain public attention.
McDonald's public relations manual also mentions different methods that should be adopted in different markets. For example, in family-oriented markets, proceeds from hamburgers can be donated to local schools to make band uniforms. The manual also instructs franchisees on how to obtain newspaper coverage. Activities in each store, how to get photos submitted, etc. McDonald's donates 4% of its operating income every year, about 50 million US dollars, to various sponsorship activities. McDonald's President Turner once said: "To make our name appear in front of the public, and create a corporate image that is enough to offset selling hamburgers. We 99% of the motives are commercial.
In the public relations of chain stores, social relations are a very important part. Since each branch of a chain store generally targets residents in a certain area, It needs to maintain a harmonious relationship with the local government, social groups or units, and all residents, and formulate public relations strategies based on the characteristics of the business districts and crowds near each branch. For example, McDonald's requires chain owners to participate in local charity activities, such as schools. Band, Boy Scout Hospital, etc. The McDonald's branch in Wangfujing, Beijing also organized employees to clean the ground near Tiananmen Square. McDonald's also has a special "Ronald McDonald's House", most of which are built near children's hospitals, specializing in free or low-priced meals. Accommodation environment to entertain parents of sick children.
In addition, chain stores also need to pay attention to "public relations crises", which refer to sudden and malignant events that have a destructive effect on the chain store's image. Guangdong, the operating environment of each chain store is very different. It is very likely that a public relations mistake in one chain store will stain the entire chain system. Therefore, chain stores should prevent it early and formulate basic countermeasures for handling crisis events, so as to be calm and turn the vicious situation into a benign one. Transformation. For example, McDonald's once launched a large pie named "Pound". The advertisement stated that the weight of the meat filling was 4 ounces. After the product was launched, the company's public relations department encountered a big problem. Difficulty. It turns out that the USDA conducted a formal investigation and announced that the meat content in this patty never exceeded 3 ounces. After a self-inspection, McDonald's reported that the meat used in this product weighed 4 ounces before processing. ounces, to get through the credibility crisis
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There are a lot of them online, be diligent!
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Simple. Phased promotion plan:
Terminal sales promotion plan from August to September
In order to speed up the bundled development of broadband and terminal products in the next stage, we will take advantage of the beginning of freshmen’s term and the approaching of Teacher’s Day to comprehensively With the resources of all parties, the following promotion plans have been specially formulated.
1. Promotional time
2. Promotional theme
3. Promotional activities participation channels
< p>4. Promotional indicators5. Promotional content
Note: For details and precautions, see Appendix 2: Promotional Guidelines.
6. Promotional Publicity Methods
7. Promotional Control
8. Promotional Rewards
9. Work Arrangement and Time Progress
p>
10. Cost-effectiveness budget
(1) Cost budget
(2) Benefit forecast
Revenue forecast sales promotion (10,000 yuan)< /p>
Expected activity income (gross profit)
Expected activity growth income
Budgeted activity costs
Expected benefits
Yes Creative people come in and help! ! !
Reward points: 0 - Solution time: 2005-12-1 21:41
I want to organize an event in college! ! ! But I don’t know what links should be designed to achieve a hot effect! ! !
Can any experienced and creative prawns give me some inspiration and point out what activities can attract students’ attention? ! !
What are the forms? ! ! !
Thank you very much! !
Additional question: Mahuman on the second floor, what do you do?
I just want to design an event in school for a product, not for sales, just for everyone to know about it! !
Other experts also gave me advice! !
Leilei would like to thank you all! !
Asker: leilei_711014 - Assistant Level 2
Masquerade, lottery, prize-winning quiz.
Moreover, we conduct school beauty and department beauty selections. If you choose a handsome guy, ask the woman to shut it down, which is guaranteed to be popular! ! !
You can also open a text message platform so that everyone can participate, and maybe you can make a profit.
The event will be popular only if everyone can participate and have surprises.