Selection method: 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 advantage, we should also give consumers the same or even more benefits to attract new users and retain loyal customers.
2. Trial of new products
Dr. Li has been committed to developing new products to protect consumers' skin, so he 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. 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 (Wal-Mart, Carrefour, Xinyijia) and specialty stores selling Dr. Li's products in Changsha, where the supermarket is located near the counter.
3. Implementation method: Designate a special person to manage and distribute free samples. The consumer receives the sample product (10g/ copy) from a special person with the shopping payment receipt (such as the proof of purchasing Dr. Li's products), and fills in the sample claim form (only including simple information: name, gender, age, occupation, telephone number and email address, the latter two items can be omitted).
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 at the promoter with the consumption voucher.
(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. Benefit 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.
Using preferential sales promotion can directly promote the sales of products, and the effect is ideal. Moreover, 50 yuan's strategy of returning to 5 yuan is mainly to promote the sales of Dr. Li's mid-range products. The prices of 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. Consumers can take this opportunity to buy in advance. If we want to meet the standards of 50 yuan, we need to add another product, such as facial cleanser, which is also an ideal combination and can promote sales.
(2) implementation:
1, time: March 1 to March 8 (Women's Day)
2. Location: Large supermarkets (Wal-Mart, Carrefour, Xinyijia) and specialty stores selling Dr. Li's products in Changsha, where the supermarket is 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 will get a thank-you refund from 5 yuan at a special person every time they arrive in 50 yuan (those who exceed 50 yuan but are less than 100 yuan, 5 yuan will be refunded, and so on), with the shopping payment receipt (only including simple information such as name, gender, age, occupation, telephone number and email address, the latter two items).
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 improve 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 public relations in the future, 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). (interview network)
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 the biggest 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 Internet in today's society is increasing, so we should try this aspect slowly to lay a good foundation for winning more consumers in the future.
Finishing: zhl20 1608