Marketing planning scheme of Pianyi drugstore
First, media publicity before the event, attracting a large number of target consumers through promotional activities, forming a wave of participation and purchase, spreading the concept of products and services, and forming word-of-mouth communication. Cooperate with news hype and advertisements before and after the event to release product information, so as to achieve the goal of quickly occupying the market.
Second, determine the activity content according to the theme.
The premise of the success of the activity is that the content should be attractive. Including discounts, free gifts, expert free clinics, drug purchase lottery, etc. Are all necessary means to attract target groups.
Third, the preparatory work before the event
1, information release
(1), activity information can be published in Loudi radio and television news, because the audience of TV news is every household, and its circulation is 40,000 copies, which is better than other newspaper media.
(2) Loudi People's Broadcasting Station began to publish advertisements for promotional activities on September 26th at 65438+1October 6th. The time is 10 times from 8 am to 9 pm every day.
(3) Hang a banner at the entrance of the central store of the newly-built large pharmacy, with the theme slogan, September 25th, 65438+1October 7th.
4. Publish information that can improve the enthusiasm and number of participants. For example, the activity starts at 9: 30, so please don't queue up too early.
(5) Note that the right to interpret the activity belongs to XXX company in the corner of the advertisement, so as not to cause some unnecessary troubles.
2. TV: TV advertisements are flight advertisements, which mainly introduce activities, supplemented by simple product introductions or simply don't mention the functions of products.
3. Site layout
A well-arranged activity site can make the activity orderly, increase the momentum and atmosphere of the activity and attract more people to participate.
(1) Banner with active theme.
(2) Large exhibition boards and backboards that highlight the product image and activity theme.
(3) Hanging flags, table cards, large posters and leaflets.
(4) Information desk, gift (coupon) distribution desk, sales desk, etc.
Personnel arrangement:
(1) Arrange a sufficient number of service personnel to wear work cards or ribbons, so as to facilitate the identification and guidance of services.
(2) There should be order maintenance personnel at the site (arrange security assistance from the group company).
(3) On-site consultants and sales staff should have a clear division of labor and cooperate with each other.
(4) Emergency personnel (generally led by leaders, and should be handled by public relations in time in case of intervention by government functional departments).
4. Public Relations Liaison Officer
Go to the industrial and commercial, urban management and other departments in advance to go through the necessary examination and approval procedures.
IV. Key points of field implementation
1, the staff arrived at the scene first, and took their positions.
2. Promoters distribute leaflets, introduce activities and products, and guide customers to the sales desk.
3. Grasp the rhythm of activities, maintain order at the scene, and prevent accidents such as looting, so as not to cause negative effects.
4. The sales staff prepares the sales items and introduces the products to be sold.
At the appointed time, gifts should not be distributed too early or too late. Personal information and signature should be registered when distributing.
6. The host announced the end of the activity, and the site was temporarily reserved until possible time.
7. The on-site sales desk continues to sell.
8. Clean up the site and keep recyclable items for later use.
V. A summary meeting shall be held at the end of the activity.
It is very important to evaluate the effect, gains and losses of activities. Only by constantly summing up can we avoid detours in future activities.
Marketing planning scheme of the second drugstore
I. Activity Time: xx, xx, 2020
Second, the theme of the event
Dress up your father in June.
III. Contents of activities
June gift to dress up dad-colorful award
During the Father's Day activities, the goods will be 28% off the whole audience. Those who buy the goods at a discount and get a single ticket of 128 yuan or more can take part in the "Colorful Winning Prize, Drawing Father's Day Gifts for Father" activity with their computer receipts to present their fathers with exquisite Father's Day gifts.
Prize setting:
Grand Prize: Choose a dress.
First prize: giving away the designated goods.
Second prize: 20% off shopping.
Third prize: 30% discount on purchase.
Fourth prize: a star poster.
Activity details:
1. Put a long promotion table at the entrance and exit of the store checkout counter and spread it with red cloth; Put two lottery boxes on the table, and each box contains five kinds of table tennis *** 1 1, which are four white, three blue, two green, yellow 1 and red 1.
2. As long as the ping-pong balls that customers grab from the box twice in a row have the same color, they can get the corresponding winning prizes; The red ball represents the grand prize; The yellow ball represents the first prize; The green ball represents the second prize; The blue ball represents the third prize; The white ball represents the fourth prize.
Put "Don't forget to call my father today" and "When is my father's birthday?" Father's holiday is only one day. "For my father's birthday?" Wait, warm words, cards, etc. The name and advertisement of the new century are printed below.
Remarks: Starting from the emotional needs of consumers, it is easy to cause children who work outside the home to miss their fathers, and this kind of publicity is of a public welfare nature, and customers will not have any resistance at all. It has played a very good role in establishing an image of sensibility and responsibility in the new century.
Make a beautiful message board in front of the store, use pink as the bottom plate, draw a picture about father in the upper right corner, write a poem about father in the lower left corner, put a paper crane big heart in the middle and a careful shape next to it, and carefully connect them.
All people can write blessings to their fathers on it. Just like a public welfare activity, it can increase popularity and people can give customers a good image.
Article 3 The marketing planning scheme of pharmacies
Most pharmacies will hold promotional activities in festivals, which will bring benefits to customers and profits to pharmacies. Throughout the promotion activities of thousands of pharmacies, it is found that many pharmacies lack creativity, but execution. Generally, it includes four aspects: materials in place, atmosphere in place, publicity in place and training in place. Material in place
Materials in place mainly include commodities, gifts and promotional materials.
First of all, according to the season, festival, region, common diseases and best-selling products, data analysis is carried out to find out the best-selling products and key products corresponding to common diseases and fully stock up. For example, we found 30 key products in autumn and winter. If we order eight times a month, we have 35 boxes in stock at some time, and the sales volume last month was 160 boxes. The usual replenishment formula is: demand quantity = 160/8 = 20, 20 * 2 = 40, 40-35 = 5, and 5 boxes are the demand quantity. During the activity, it is usually recommended that the key products be stocked for one month, that is, the goods are in place. Thirdly, according to the sales target set by the activity and the gift purchase booth, the types and quantities of gifts are calculated and prepared. Finally, according to banners, DM sheets, audio, recording, pop, posters, loudspeakers, etc. Prepare publicity materials for the promotion activities.
The atmosphere is in place.
The atmosphere inside and outside the store is in place, such as pulling arches, hanging banners, wiping signboards, making themed windows, drawing photos, holding umbrellas at the factory gate, publicizing free clinics, recording audio broadcasting activities outside the store, promoting key products, recording corporate culture, keeping healthy, and hanging corresponding activities and products POP in the store.
Be sure to ensure that the marketing atmosphere of the store is sufficient, the employees are smiling and the service is enthusiastic; The product display is rich and sufficient, and the key products are POP, explosion cards and cloud card tips; For example, show stepped, round and heart-shaped boxes, make an empty box with Chinese knots, make a wind chime, and some sunflower cards. These are the atmosphere in place, so that customers feel beautiful when they enter the store. Willing to stay a little longer and increase the interaction time with the clerk.
Publicity in place
Take the store as the center, distribute leaflets in small areas by time and in small groups.
Unified definition of billing: Hello, we are XX pharmacy, and we will hold 100,000 gift-giving activities from X to X. You are welcome to attend. Define actions, define expressions, make activity records, purchase and gift records, lottery records, health records ... Out-of-store audio playback, arches, banners, free clinic at the door, member phone calls, member short messages, electronic subtitles, etc.
Training in place
Let every clerk know the activity plan like the back of his hand, which is the key. Be sure to let all the shop assistants practice, not just simple training and reciting.
Pay attention to three unifications: unified mission, unified language and unified action.
The task is to define the daily sales target, customer unit price, transaction frequency target and key product target, and then explain to each clerk that every customer should take a gift as much as possible.
The language is unified from the second gear, in order to increase the unit price of customers. For example, in the first gear, 48 yuan buys two packs of washing powder, and in the second gear, 88 yuan buys stainless steel pots. Please ask all employees to say a word to customers: Hello, today we are doing activities, and 88 yuan will buy stainless steel pots!
The action is to ask all the shop assistants to carry the water basin all the time during business hours, and every detail of the established items (a DM sheet, a pack of first-class free washing powder and a third-class free water cup) should be in place. If the chain headquarters trains the store manager in a unified way, the store manager trains the clerk in a unified way, and the headquarters checks the stores. The day before the headquarters re-activity, the store manager training was implemented in a unified way, and the assessment rewards and punishments were put forward. If the implementation is not in place, the store manager who fails the assessment score will even be dismissed on the spot.
The promotion activities of pharmacies are usually planned in three points and executed in seven points, which shows the importance of implementation in place. If the pharmacy can really carry out the activities in the process of carrying out the promotion activities, then the promotion activities will be successful.
Article 4 The marketing planning scheme of pharmacies
One: Activity background Double Eleven is a carnival for single people, but only with health can we better enjoy the fruits of wisdom. In such a beautiful festival, XXXX is more eager to express her gratitude! Highlight the value of our brand!
Two: the theme of the event
Three. Purpose of the activity
1. Make use of holiday consumption peak to increase sales.
2. Take the opportunity to promote our products and promote cognition.
3. Give back to consumers and build loyalty.
4. Strengthen cooperation with terminals and improve mutual customer relationship.
IV: Time and place of activities
Xxx pharmacies and specialty stores
Verb (abbreviation of verb) active product
Main products: XXXX three specifications (96 capsules, 192 capsules, 400 capsules).
Auxiliary products: 48 capsules
Activity planning of intransitive verbs
(1): Activity content
1. Anyone who buys XXXX series products all over 48 yuan during the activity period can participate in our "Touching Double Eleven Winning Lucky Draw" once.
2. Anyone who buys XXXX series products in 96 yuan during the activity can participate in our "Touch Double Eleven to Win Lucky Draw" twice.
3. Take 48 yuan as an example, and so on. Anyone who buys XXXX series products all over 400 yuan during the activity can participate in our "Touching Double Eleven Winning Lucky Draw" for five times, up to five times.
4. The final interpretation right of the activity belongs to XX Group Wannan Branch.
(b): Form of activity
1. Each specialty store has a lottery box, which is made of kt board (size 30cm* width 30cm*40cm) and has four sides: two sides are xxxxlog0; The other two faces are the words "Touch Double Eleven to Win Luck".
2. There are 5/kloc-0 ping-pong balls in each lottery box. The logo on the ping-pong ball is designed with the words "five", "one" and "double eleven" and written with a whiteboard pen.
3. The distribution of "signboards" on table tennis: 10 has "five" written on it; On five balls? One "; Write "Double Eleven" on a ball; The other 35 balls say "lucky"
Table tennis can be replaced by other things.
(c): incentive design
1. The logo of the first prize is "Double Eleven", and the prize is XXXX Far Red Underwear worth 192 yuan.
2. The symbol of the second prize is "One", and the prize is a XXXX pillow worth 96 yuan.
3. The symbol of the third prize is "Ten", and the prize is 48 pieces of XXXX48 worth 48 yuan.
4. The symbol of the fourth prize is "Double", and the prize is XXXX Eye Protection worth 28 yuan.
(IV): Supplementary explanation
Consumers who participate in this activity must show their computer receipts or cash receipts.
Seven: Requirements for mobile terminals
(1) The existing product structure is reasonable, especially there should be enough gift boxes.
(2) During the activity, this store should have a bunch of displays, and at the same time it can be equipped with a shopping guide, at least one a day.
(3) The store should have enough people flow, and our products should have a certain sales base inside.
(4) It is necessary to have a good customer relationship and be able to cooperate with the effective implementation of this activity.
(5) The key products of our store should be supported by dm, and at the same time, the content of the activity and the place and method of the lucky draw should be informed on dm.
Terminal layout design:
(1) There should be an activity notice at the store gate (such as a poster or kt board showing the activity or a Yi Labao informing the activity).
(2) There should be a gift display stand and a prize-winning person who also serves as an activity leaflet at the door of the store.
(3) Try to post posters of our activities on the piles in the store to show the atmosphere of the activities.
(4) In the store, gifts should be displayed on the pile head to stimulate consumers' desire to buy.
(5) The activity leaflet page should be placed on the pile head in the store for customers to read.
Three days before the start of the activity, it is necessary to distribute the activity leaflets of the target population in the community near the target terminal to expand the target influence of the activity.
Eight: control points
1. Product entry
2. Entry and training of sponsors
3. The implementation of the pile head
Nine: Effect estimation
1. Promote the sales of existing products.
2. Improve product awareness
3. Build mutual trust
Article 5 The marketing planning scheme of pharmacies
1. The theme of the activity is Sweet Valentine's Day and Sweet Egg yolk pie.
Second, the activity store
1. Key activity stores: Home Textile City Pharmacy, Xu Xiang Pharmacy, Tong Yuan Pharmacy, Pidu Pharmacy, Shuang Shan Pharmacy, Chengbei Pharmacy and Baibu Pharmacy.
2. Non-key activity stores: * * other pharmacies.
Third, the activity time
February 1 1, 12, 13, 14 (main activity stores)
February 13 and 14 (non-key activity stores)
Fourth, the main target customer groups
Young migrant workers returning to work after the Spring Festival.
Verb (short for verb) The purpose of the activity.
1. In view of the defect that the Spring Festival promotion did not cover the returning population, the promotion was carried out for this group of people;
2. Issue cash coupons to solidify the customer base and increase sales and sales opportunities;
It is useless to digest the egg yolk pie bought during the Spring Festival.
Activity form of intransitive verbs
1, the main promotion activity form 1: 158 yuan (including the purchase of cash coupons, which can be used without restriction), and 800g of Fuma egg yolk pie was presented.
2, the main promotion activity form 2: by Valentine's Day, health care to send parents. All nutritional products will be 20% off. If you write down your address and blessing, send it to your hometown for free (you don't need to send it for free, you can give it unlimited after discount 100 yuan cash coupon).
3. Other activities: All condoms (Durex, Jasper, Love Nest series) will be given unlimited cash coupons to 5 yuan once in 30 yuan; Men's tonics and gynecological drugs (except prescription drugs) will be given unlimited cash coupons to 5 yuan every time they reach 50 yuan.
Seven. Activity organization and publicity work
1. Poster promotion is the main activity promotion, and DM single product promotion is not carried out. The poster design was completed by Shang Feng before February 7th.
2. Since February 8th, all stores with electronic display screens have changed their advertising slogan to "Sweet Valentine's Day, Sweet Egg-yolk Pie, When Shopping is Full 158 yuan gives 800g of Fuma Egg-yolk Pie 1, and cash coupons can be purchased, with no restrictions on use. Activity time: from (fill in the start time according to each store) to February 14 ".
3. Before the event, a new 5 yuan cash coupon code was set up, with the sales amount of 5 yuan and the cost of 5 yuan. The commodity department is responsible for urging the purchasing department to complete this work, and will inform the store of the code before the activity. At the same time, if you want to inform the stores one by one, you must indicate: Valentine's Day in the cash coupons distributed in this activity. The use deadline is 2065438+March 3, 20021.
4. Key stores need to be warmly displayed according to the specifications of Spring Festival promotion. The exhibition and inspection began on February 9.
5. Cash coupons are required to be issued on February 8, and each store will electronically feed back the statistics of the issued and remaining amount to Wang * * * * of the headquarters, who will redistribute them according to the estimated situation. All cash coupons are the latest version of 5 yuan cash coupons, and all other unused cash coupons are taken back to the headquarters for safekeeping, and shall not be used for this activity.
6. On February 8th, Wang * * * adjusted the distribution requirements of egg yolk pie according to the system data.
7. The ordering work is carried out by each store. Before the end of this activity, key stores can temporarily not return the Spring Festival stocking.
8. After the egg yolk pie is used up, the store can use raisin biscuits as a substitute.
9. The door management department is responsible for keeping in touch with the courier company and buying postcards according to the activities.