I. Theme of the event

Sweet valentine's day, 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;

3. Digest the useless 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 800 grams of Fuma egg yolk pie;

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, but give it to 100 yuan unlimited cash coupon after discount).

3. Other activities: 30 yuan will send 5 yuan unlimited cash coupons every full day * (Durex, Jasper, Love Nest series); Male tonic and gynecological treatment

extreme

In the whole marketing process of drugs, pharmacies are the last link. The products enter the pharmacy and are put on the counter, only from the commercial unit to the downstream. Only by selling the products can the whole sales process be completed. With the increasing homogenization of products and marketing methods, how to make your products stand out and catch customers' eyes requires some targeted promotional activities from time to time. After all, whether it is a pharmaceutical manufacturer, a commercial unit or a pharmacy, it is fundamental for everyone to survive to improve the repeat purchase rate of customers, and only in this way can a virtuous circle be formed. How to design a practical and effective scheme of buying and giving activities? According to the author's experience, we should pay attention to the following three aspects:

1. Be creative.

At present, the terminal competition has entered a white-hot state. Every pharmaceutical company regards "winning the terminal" as a "dogma" and invests a lot of people, money and things in the terminal. Buying gifts is the most direct and effective way to seize market share and boost sales, so it is very frequent. It is really "you sing and I will appear", but most of them use some daily necessities as gifts, such as washing powder and soap, which lacks novelty. Of course, these methods are not without merit. Since everyone is using it, "existence is reasonable". It's just that if you can design a creative buying and giving scheme, it can not only boost sales, but also enhance brand image, killing two birds with one stone and bringing out the best in each other. Why not? To be new, strange and unique, we need to go out of the established mode of thinking, boldly imagine and seriously verify, we can't build a car behind closed doors, we should often go to the terminal to have a look, and we should be close to drugstore operators and customers. They have the most say in your products, so they also know what they need most.

2. Strong correlation

The design of the gift should be related to the product itself, not "irrelevant", otherwise it will be a failure. When I was working in a grass-roots enterprise famous for producing diabetes drugs, I once designed a "* sales" scheme. Buy XX pills and give "urine sugar test paper". The giveaway used in this scheme is an economical and effective detection method for diabetes patients to control urine sugar, with strong correlation and low price, each box is about 1 yuan, while the retail price of a box of medicine is more than ten yuan, which is very reasonable in input and output and has achieved good results in practical operation. Others, such as cold medicine to Biyan tablets (or drops), cardiovascular and cerebrovascular medicine to Danshen tablets (if it is your own product, it will also promote other varieties, if your product line is short, you can only "make wedding clothes for others", medicinal toothpaste to send toothbrushes and so on. , are all good. However, it is a bit far-fetched to distinguish priorities, such as giving cold medicine with Biyan tablets, because colds may be accompanied by rhinitis symptoms such as stuffy nose and runny nose, but rhinitis is not necessarily caused by colds. This must be borne in mind.

3. Strong practicability and operability.

The author once designed a promotion plan for the treatment of "mastopathy medicine", buying a course of medicine and giving a bra. This scheme is creative and targeted, but it is not feasible. Because there are several sizes of women's underwear, and when it is actually sent out, we don't know which model needs how much, so we need to make all sizes wider when purchasing. If the activity cycle is short, otc will cooperate with the site for 2-3 days and return it in time after the activity. However, if the activity cycle is long and the gifts are controlled by pharmacies, the actual operation will be very troublesome, so we can only give up this plan reluctantly.

In addition to the above three aspects, we can't ignore the cost control of gifts, because it is directly related to the input-output ratio of promotional activities. At the same time, if the attention of the gift is higher than the product itself, it will have the opposite effect of usurping the role of the host, just like the drama of "walk-on" on the stage, which has put the cart before the horse. Remember, it is just a "green leaf", and the customer will never buy drugs that are useless to him in order to get a free gift. If your product has a high added value or is recommended according to the course of treatment, the value of the gift may be slightly higher to increase customers' purchase. Otherwise, you can only use some small gifts. As for the purchase of gifts, there are some small gift wholesale markets all over the country. You can go there often. You can see the gifts ordered by many pharmaceutical companies. Maybe you will have unexpected surprises, so as to make a surprise and effective promotion plan.

Tisso

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, Persistent organicpollutants, 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, divide the community, divide the time and distribute leaflets in 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.