Promotion Planning GuideEnglish.docx
《Promotion Planning GuideEnglish.docx》由会员分享，可在线阅读，更多相关《Promotion Planning GuideEnglish.docx（17页珍藏版）》请在冰豆网上搜索。
PromotionPlanningGuideEnglish
PromotionPlanning
2002/1/7
Mr.SongJianzhong
I.Promotionproducts:
Space7-A9310、A9410
II.Time:
Jan11—Jan20,2002
III.Purpose:
1.ToprojectHAproductimageinsomeofthestores;tostrengthenthenterminalpublicitycapability.
2.ToeliminatethedifficultiesinsalesofSpace7insomeofthestores.
3.TotesttheabilityofthePCCandrelativestaffinthereform,findouttheweaknesses.
4.Makeasummaryanddecidetheprocedureofthepromotionalactionsforthefuture.
IV.Place：
1.Plan:
6storesinGuangzhoucity—GangWanHuangpustore,（Jianshe,Wuyang,Dongpu）ShunMingCheng,（shipai,XiaDu）DaiNeiJia;
2.Decision:
（Mr.ChenYibinwillleadtheappointedmembersofthegroupandsalerepstodecidethedefiniteplace（stores）andotherconditionsbyJan5th.）
V.Methods:
1.Emphasizeonthefreestandingpilingup.OverwhelmingPOP.
2.Toselltheproductsandgiveawaygiftsthroughface-tofaceintroduction.
3.Atthemeantime,holdanSolicitArticlesactivitytitled“detailsmakewomenperfect”toattractmoreconsumers（notes:
managerofsalesDept.agreedtosetthedeadlineoftheactivitytoJan30）
VI.Preparationforpromotionalmaterials（seeattachedfordetails）
VII.Promotionsalesgoal:
50packsforday-usedandnight-usedrespectivelyeverydayforeachpromotionstore.
VIII.Budget:
1.Rentoftheplace:
（Rmb）
2.Salary:
forallcurrentPCC
3.Promotionalmaterialscost:
（Rmb）
4.Uniformandbadges:
（Rmb）
5.Advertising:
（explainthereasonwhyinvestinitornot）
IX.Aboutgiveaways
1.2bonuspacksforthosebuy“Anerle”napkins（10/pack）or“Anerle”panty-liners（20/pack）.
2.1bonuspackforthosewhobuy“Whisper”,“Sofy”,“Carefree”,and“”.
3.Giveawayprintedads.
4.ThosewhobuySpace7（1pack）canchooseonofthefollowings:
advertisingpen,cosmeticmirror,keypurse,clip.
ThosewhobuySpace7（2packs）canchoosefromthefollowings:
handbag,casket,andcardpack.
X.Displaycriteria:
Storesarerequiredtoputonpromotionbooth,advertisingimageboardandprovidefreestandingpiling-uporextrashelvesonthesidesofnormalshelvesforHAProducts.
1.shelfarrangement:
forA9310、A9410--atleast6foreach.day-usedonthetop,thenthenight-used.Allonthebestplace.
2.Free-standingpiling-up:
atleast1squaremeter
3.Side-shelvesdisplay:
five-tiershelf,upper2forday-usednapkins,therestfornight-used,ifpossible,putPOPontheshelf.
2.Promotionalmaterialsdisplay:
i.Boothandimageboardattheentrance,samplesandgiftssamplesonthebooth,Space7poster（enlarged）onthefrontofthebooth,putanadvertisingpictureontopofthebooth.
ii.Giveawaysadvertisementdetailsboardmustbeputonthefreestandingpiling-uporsideshelves.
iii.Samplesmustbeputonthepiles,sideshelvesorproductshelves.
iv.Printedadsmustbeputontheshelvesandpiles.
v.Postersputatthebottomofthepilesoronthewallneartotheproducts.
XI.Personnelarrangement:
Arrange2PCC,oneattheentrance,oneatthewheretheproductsaredisplayed.ThePCCattheentrancegreetstheconsumers,introduceHAproducts,explaintheactivityandtrytoarousetheirintereststobuy.Shealsotakescareofthegiveawaysanddailyreport.
1.ThePCCin-storeshouldarrangetheshelves,makeordertofilltheshelves,drawstheattentionoftheconsumersandbeinchargeofthepromotion.（See“workprocedurebrochure”fordetails）
Notes:
1.Duringthepromotion,allthepromotionactivitiesfor“Hearttex”mustbestopped.”
2.Forthedeliverytoindirectsalesstores,salesDept.shouldnegotiatewiththedistributorsaboutthesupply.SalesDept.shouldmakesurealltheshelvesarefilled
3.SalesDept.shouldarrangethe2PCCforthepromotioninstores.AllthePCCinthecitiesshouldtaketurnstowork.
4.ProvidespecialtrainingtothePCCforthispromotion.（TrainingonDEC26th,2001;andonetobeonJan9,2002）
*Preparationsforspace7promotionalmaterials（currentinventoryenoughfortheselected6stores）
Item
Quant.
GZinventory
Balance
Executor
Provider
Time
Poster（small）
20
20
0
Imageboard
17
10
7
Mr.Tang
H.Q
ByJan8
Productpresentingboard
100
100
0
Promotionmessageboard
100
100
0
Poster（large）
255
0
255
Mr.Tang
H.Q
ByJan8
Booth
20
20
0
Adspen
1000
1000
0
Clip
600
600
0
Keypurse
1000
1000
0
Cosmeticmirror
1000
1000
0
Handbag
2000
1000
1000
Mr.Tang
H.Q
ByJan8
Casket
500
500
0
Cardpacks
1000
0
1000
Mr.Tang
H.Q
ByJan8
Printedpostersheets
（cancelled）
10000
0
10000
Mr.Song（details）、Mr.Tang（produce）
Self-made
Draft-Jan2;finishedbyJan8
Bonuspack
520
87
410
Mr.Xu
（250cartonsfromShenZhen）
ByJan8
Uniform
34
20
14
Mr.Tang
ByJan8
Badge
34
34
0
PCCWorkProcedure
●Goal
1.Letfemale（agedfrom14-30）knowmoreaboutthefeaturesofSpace7throughintroduction.
2.Introducetheactivity:
howcanconsumersgetthegiftsanddetailsabouttheSolicitArticlesactivity
3.Trytoincreasesalesinthestores.
●Detailsoftheactivity
1.Time:
MondaytoFriday:
2pm—21pm;
Suppertime:
6:
00pm—6:
30pm
Sunday,Saturday:
10am—9pm（10:
00—10:
30,preparation）;lunchtime:
1pm—1:
30pm
Suppertime:
6pm—6:
30pm
2.Content:
Handouttheprintedads.Puttheadsonthecheckingdesk,andpromotionbooth.（Cancelled）
Productpresentation:
1）IntroducefeatureSpace7usingthesampleboard
2）Demonstratethe7layerstructureofSpace7anditsvirtues.
Giveawayexplanation:
1）2bonuspacksforthosebuy“Anerle”napkins（10/pack）or“Anerle”panty-liners（20/pack）.
2）1bonuspackforthosewhobuy“Whisper”,“Sofy”,“Carefree”,and“”.
3）ThosewhobuySpace7（1pack）canchooseonofthefollowings:
advertisingpen,cosmeticmirror,keypurse,clip.
4）ThosewhobuySpace7（2packs）canchoosefromthefollowings:
handbag,casket,andcardpack.
SolicitArticlesactivity（details）:
Pleasewriteabouttherealexperienceon“howdetailmakesyouperfect”inanytypesofliterature.（500words）andmailitwithyourpersonalinformationandasignoftheSpace7packtous,youwillhavethechancetobetitled“Detailperfectlady”:
Champion:
1---onediamondring（3500rmb）andthechancetobecovergirloftheadvertising“PerfectDetail”brochure；
Runner-up:
2---JVCministereomulti-mediaplayerandthechancetobecovergirloftheadvertising“PerfectDetail”brochure；
Prizeforexcellentwork:
10----SamsungMP3player
Prizeforparticipating:
1000---Space72packs（dayuseandnightuse）
Note:
1.Deadline:
Jan30th,2002.
2.Pleasemailto:
AnerleBrandteam,HengAnSalesdepartmentHengAnIndustrycenter,AnHai,Quanzhou,FujianProvince（Zipcode:
362261）.
3.E-mail:
Markting@
3.Promotionalmaterialsallocation
a）Standardandtidyuniform.
b）Puttheboothandimageboardattheentranceofthestore.
c）Presentationprop:
productsamples,giveawaysads.
d）Printedads.（cancelled,replacedbycompany’spropagandisticarticles））
e）Posters.
f）Othergiveaways.
●Productstructureandfeatures
a）7layers---dryweaveweb,non-wovenfabric,paper,bumf,woodpulpandS.A.Pmixture,bumf,bottomsheets
b）Functions-anti-bacteria,instantabsorption,elasticity,highabsorbability,preventsideleakage,comfortable.
●Imagerequirements（refertotrainingrequirements）
●Workingprocedure（seeattached#1,#2）
Attached#1
PCC（outsidethestores）dailyworkingprocedure:
Preparepromotionalmaterialsandproductsdisplay
↓
Greettheconsumers（smile,“Welcome!
IamthePCCofHAHoldings”）
↓
Handoutadssheets（pleasetakealook.NowifyoubuyHAnewproducts,youcangetsomegiftsandifyouparticipateinoursolicitarticlesactivity,youwillhavethechancetowinadiamondringthatworth3500rmb）
↓
Sampleintroduction（showtheconsumerthestructureofSpace7andtellthemthefeaturesandfunctions）
↓
Explainhowtheycangetgiftsorbonuspacks/persuadethemintobuying（whynotjusttakethisopportunitynowduringthepromotion?
）
↓
Tellthemaboutthesolicitarticleactivity/encourageparticipation（you’vegotachancetowinonediamondring…）
↓
Handoutlargess/trialpacks…
↓
Sortandcountthepromotionalmaterialsandkeepthestatistics
↓
Keepthepromotionalmaterials
↓
Reporttothesupervisoraboutthedailysalesandgiveaway;ordertofilltheshelvesifnecessary
#2
InstorePCCworkingprocedure
Preparepromotionalmaterialsandproductsdisplay
↓
Greettheconsumers（smile,“Welcome!
IamthePCCofHAHoldings”）
↓
Handoutadssheets（pleasetakealook.NowifyoubuyHAnewproducts,youcangetsomegiftsandifyouparticipateinoursolicitarticlesactivity,youwillhavethechancetowinadiamondringthatworth3500rmb）
↓
Sampleintroduction（showtheconsumerthestructureofSpace7andtellthemthefeaturesandfunctions）
↓
Explainhowtheycangetgiftsorbonuspacks/persuadethemintobuying（whynotjusttakethisopportunitynowduringthepromotion?
）
↓
Tellthemaboutthesolicitarticleactivity/encourageparticipation（you’vegotachancetowinonediamondring…）
↓
Handoutlargess/trialpacks…
↓
helptheconsumerspacktheproducts，（smile）“Thankyouforyourattention.Nicehavemeetingyou.Hopetoseeyouagain…”
↓
Sortandcountthepromotionalmaterialsandkeepthestatistics
↓
Keepthepromotionalmaterials
↓
VerifythequantityofthegiveawaysandsaleswithPCCoutofthestore
●Disciplines
Discipline
Violationpenalty
Note
01
Abidethestoremgtregulations
Fine
Twiceviolation:
dismissed
02
升级会员 