矿泉水活动策划文档格式.docx

矿泉水活动策划文档格式.docx

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　　--20XX年商超、餐饮及特通渠道

　　主题促销活动

　　执行手册

　　上海励维市场营销策划有限公司

　　20XX年5月

　　执行公司：

上海励维市场营销策划有限公司

　　地址：

金沙江路1628弄绿洲中环10号楼1902-1903室

　　目录

　　第一章活动概述.............................................................................................4

　　一、活动背景.............................................................................................................................................4

　　二、活动目的.............................................................................................................................................4

　　三、活动主题.............................................................................................................................................4

　　四、目标对象.............................................................................................................................................4

　　五、活动时间.............................................................................................................................................5

　　六、活动形式.............................................................................................................................................6

　　七、活动覆盖城市（执行公司覆盖区域场次）.....................................................................................9

　　第二章活动执行...........................................................................................10

　　一、双方人员对接架构...........................................................................................................................10

　　二、双方人员分工...................................................................................................................................10

　　三、励维人员职责...................................................................................................................................12

　　四、整体执行流程...................................................................................................................................15

　　五、现场执行流程...................................................................................................................................16

　　六、招聘及培训.......................................................................................................................................20

　　第三章执行要点..........................................................................................23

　　一、活动点选择.......................................................................................................................................23

　　二、促销员标准话术...............................................................................................................................23

　　三、Q&

A问题：

........................................................................................................................................24

　　四、促销技巧...........................................................................................................................................25

　　五、沟通协调会.......................................................................................................................................27

　　六、代垫费用...........................................................................................................................................28执行公司：

　　七、物资管理...........................................................................................................................................29

　　八、拍照...................................................................................................................................................30

　　第四章质量控制..........................................................................................31

　　一、督导集中培训...................................................................................................................................31

　　二、QC检查及数据分析..........................................................................................................................31

　　三、项目经理飞行检查...........................................................................................................................31

　　四、督导自查...........................................................................................................................................32

　　五、活动中与驻地推广的定期沟通机制...............................................................................................32

　　六、促销员监控方式...............................................................................................................................32

　　七、突发事件处理方案...........................................................................................................................32

　　八、信息反馈机制...................................................................................................................................34

　　第五章附件......................................................................