1. Choice of free promotion scheme: free samples.
(1) Reason:
1, in response to competition.
In similar products, it is very common to give away samples for free. In view of this situation, we can't lag behind, and we must keep our old customers. When competitors try to win over consumers with this benefit point, we should also give consumers the same or even more benefits to attract new users and retain loyal customers.
2. Testing of new products.
Xx has been committed to developing new products to protect consumers' skin, so it can launch various new products from time to time, such as moisture whitening fruit series, slimming series, shampoo and shower gel, baby series and so on. And free samples can be given to consumers for trial, which can eliminate their psychological barriers of suspicion and reduce their consumption risks. And make it feel good about Dr. Li's brand.
(2) implementation:
1. Time: Saturday and Sunday in the middle of the year, May Day, Golden Week and other hot consumption periods.
2. Location: large supermarkets and specialty stores selling xx products in xx city, where supermarkets are located near the counter.
3. Implementation method: Designate a special person to manage and distribute free samples. The consumer can get a sample (10g) from a special person with the shopping payment receipt (such as proof of purchasing xx products) and fill in the sample claim form.
4. Personnel: one person is arranged at each supermarket sales point, and the exclusive store performs it for the clerk.
5. Step:
(1) Promoters are in place to prepare for the event.
(2) Consumers buy Dr. Li's products.
(3) Fill in the form with the consumption voucher to the promoter.
(4) Free samples.
(5) After the day's activities, the promoters shall count the number of free samples and sort out the information of the sample registration form. Submit to the superior and get off work.
6. Difficulties in operation:
(1) Promoters pass off samples with false information.
(2) As the steps are slightly complicated, the degree of cooperation of consumers may be reduced.
(3) The cooperation of stores may not be high.
(4) The information transmission rate in the supermarket may not be high.
(3) Cost budget and effect evaluation:
1, cost budget:
(1) The cost of the free sample itself.
(2) Promotion personnel expenses.
(3) Store rent and related expenses.
2. Effect evaluation: Because this method is common, it may not be easy to attract consumers' attention. But for those consumers who buy Dr. Li's products, this is a better and more affordable way to give back, which is conducive to building brand loyalty and brand reputation. But after all, it is difficult to attract new consumers by this way alone, which is not conducive to opening up the market.
Second, the preferential promotion plan
Choice: Refund
(1) Reason:
1, in response to competition.
Among similar products, there are not many manufacturers who adopt the refund method. Choosing this way can make consumers feel a little fresh.
2. Give profits to our customers.
At present, Dr. Li's products have a good reputation in the China market, and are considered by consumers to be cost-effective. In order to thank consumers, the way of refund can make consumers feel affordable.
3. Increase sales.
Taking preferential sales promotion can directly drive the sales of products, and the effect is more dreamy. Moreover, 50 yuan's strategy of returning to 5 yuan is mainly to promote the sales of mid-range products of xx, and the prices of its single products are mostly between 30 yuan and 48 yuan, such as eye cream, lotion and some mask sets, which are essential items in daily maintenance, and consumers can take this opportunity to buy them in advance. And if we want to reach the standard of 50 yuan, we have to add another product, such as facial cleanser, which is also a dream combination, and can promote sales with each other.
(2) implementation:
1. Time: xx to xx.
2. Location: large supermarkets and specialty stores selling xx products in xx city, where supermarkets are located near the counter.
3. Implementation method: Designate a special person to manage and return cash. Consumers who buy Dr. Li's products at one time can get a thank-you refund from 5 yuan at a special place with the purchase payment receipt (if they can prove the purchase of Dr. Li's products) every time they arrive in 50 yuan (those who exceed 50 yuan but are less than 65,438+000 yuan will get a refund from 5 yuan, and so on), and fill out the form for receiving the refund.
4. Personnel: one person is arranged at each supermarket sales point, and the exclusive store performs it for the clerk.
5. Step:
(1). Promoters are in place to prepare for the event.
(2) Consumers have bought Dr. Li's products in 50 yuan and above.
(3) Fill in the form with coupons to the promoters, and be sure to record the single number of coupons.
(4) Receive a refund of the corresponding amount.
(5) After the day's activities, the promoters will count the refund amount and sort out the information of the refund registration form. Submit to the superior and get off work.
6. Difficulties in operation:
(1) As the steps are slightly cumbersome, the degree of cooperation of consumers may be reduced.
(2) The cooperation of stores may not be high.
(3) The information transmission rate in the supermarket may not be high.
(3) Cost budget and effect evaluation:
1, cost budget:
(1) refund amount.
(2) Promotion personnel expenses.
(3) Store rent and related expenses.
2. Effect evaluation: Because this method has no convenience such as direct discount, consumer participation may not be high, but it can increase product sales to a certain extent.
Third, the competition and lottery promotion program
Selection method: draw lots after answering questions
(1) Reason:
1, you can collect more consumer information, establish an information base, facilitate future public relations, and consolidate consumer loyalty.
2. Knowing more product feedback information will help to improve product structure, strengthen product quality and better meet consumer demand.
(2) implementation:
1, time: whole year
2. Location: Website
3. Realization mode: The consumer logs in Dr. Li official website, fills in personal information, and experiences and feelings of purchasing Dr. Li's products. Every month, 65,438+00 lucky consumers are selected to give away Dr. Li's product set worth 38 yuan by mail.
4. Personnel: network management personnel, impartial personnel of the Public Security Department, personnel responsible for contacting winning consumers and mailing products.
5. Step:
(1), network resource settings.
(2) Determination of prizes: In winter (1, February, 65438+February), Dr. Li was given a hydrating mask set with the theme of "Moisturizing a Winter"; In spring (March-May), Dr. Li's eye shadow set was launched with the theme of "Colorful Princess in Spring"; In summer (June-August), a sunscreen suit with the theme of "Sunshine Beauty" will be presented; Autumn (September ~165438+1October) fruit moisturizing and whitening suit, the theme is "true beauty".
(3) Advertising, you can add this lottery information to various advertisements, or you can promote this activity on the packaging.
(4) Consumers fill in information online.
(5) The staff will randomly select the winners in the form of standard lottery, and the winners will be selected at the beginning of each month, which is fair and impartial.
(6) The staff contact the winning consumer to confirm the delivery address.
(7) The staff will issue prizes.
(8) Feedback received by prizes.
(9) Organize and summarize the consumer information collected in this way (regularly).
6. Difficulties in operation:
(1) The publicity may not be enough.
(2) The participation of network marketing may not be high.
(3) The information filled in by consumers is untrue.
(4) Consumers may refuse to participate in activities because they are not interested in prizes.
(5) Increased marketing costs on the Internet.
(6) The total value of prizes in the four seasons should be similar, and there should be no disparity to avoid unfairness.
(3) Cost budget and effect evaluation:
1, cost budget:
(1) bonus fee.
(2) Network setup cost.
(3) network management personnel costs.
(4) Costs related to the administration of justice.
(5) Other staff (liaison officer, postman) expenses.
(6) mailing expenses.
(7) publicity related expenses.
2. Effect evaluation: Participation has become a problem in this promotion, and the attraction of prizes is not high enough, so its influence may not be great enough and the effect may not be obvious enough. However, the influence of the network in today's society is growing. Therefore, it is necessary to try slowly in this respect in order to lay a good foundation for winning more consumers in the future.
Article 2 Planning scheme of cosmetics promotion activities
Taking "give it to you when you come, give it to you when you buy it, and give it to you when you shop" as the main line of the activity, we launched an ultra-low-priced auction of famous household appliances, and at the same time ran through a large-scale cultural performance of "Silver Rhapsody", trying to create a festive carnival atmosphere, promote shopping mall sales and enhance corporate image through sensational social effects. A, Merry Christmas, discount shopping has a good gift.
Time: xx, xx, XX -xx.
Specific information: During the activity, the whole building will be sold at a discount of 60%. Those who have accumulated shopping in 30 yuan and household appliances and cosmetics in 60 yuan on the same day (except yellow platinum, discount, bathroom and products that are definitely not participating in activities) can redeem a happy card at the card exchange office on the first floor with the shopping microcomputer receipt, and buy more and exchange more.
Second, come and deliver.
Time: the evening of xx, xx, XX.
Specific information: during the event, all customers who come to the building will receive a small Christmas gift.
Third, buy and send.
1, time: the evening of xx, xx, XX.
2. Specific information: During the activity, anyone who buys more than 65,438+00 yuan on the basis of the discount of our building can get a Christmas hat from the gift distribution office on each floor with the receipt of the shopping computer.
Fourth, to the surprise of Christmas Eve, the famous home appliance giants have come.
1. Activity time: 20: 00-24: 00 pm on xx, xx, XX.
2. Specific information: During the event, all customers who come to our building can participate in the auction of famous household appliances on the stage of Beimen Square.
Verb (abbreviation of verb) large-scale literary performance "Rhapsody in Silver"
1. Activity time: 20: 00-24: 00 pm on xx, xx, XX.
2. Specific information: During the activity, the West Gate Square of our building was full of stars, performing together, playing "Silver Rhapsody" with crazy disco, rock music and energetic songs and dances, and offering Christmas dinner to customers who came to our building on Christmas Eve.
This is just a cosmetic Christmas activity plan organized by a cosmetics store, for reference only. You can change the details at will according to the needs of your store. The ultimate goal is to sell the goods, make it clear that customers have a good experience with your goods and stores, and let customers spend in your stores for a long time!