Promotion Planning GuideEnglish.docx

1、Promotion Planning Guide EnglishPromotion Planning 2002/1/7Mr. Song JianzhongI. Promotion products: Space7-A9310、A9410II. Time: Jan 11Jan 20, 2002III. Purpose: 1. To project HA product image in some of the stores; to strengthen then terminal publicity capability.2. To eliminate the difficulties in s

2、ales of Space 7 in some of the stores.3. To test the ability of the PCC and relative staff in the reform, find out the weaknesses.4. Make a summary and decide the procedure of the promotional actions for the future.IV. Place ：1. Plan: 6 stores in Guangzhou cityGangWan Huangpu store, (Jianshe, Wuyang

3、, Dongpu) ShunMingCheng, (shipai, XiaDu)DaiNeiJia;2. Decision: (Mr. Chen Yibin will lead the appointed members of the group and sale reps to decide the definite place (stores) and other conditions by Jan 5th.) V. Methods:1. Emphasize on the free standing piling up. Overwhelming POP.2. To sell the pr

4、oducts and give away gifts through face-to face introduction.3. At the meantime, hold an Solicit Articles activity titled “details make women perfect” to attract more consumers (notes: manager of sales Dept. agreed to set the deadline of the activity to Jan 30)VI. Preparation for promotional materia

5、ls (see attached for details)VII. Promotion sales goal: 50 packs for day-used and night-used respectively every day for each promotion store.VIII. Budget:1. Rent of the place: (Rmb)2. Salary: for all current PCC3. Promotional materials cost: (Rmb)4. Uniform and badges: (Rmb)5. Advertising: (explain

6、the reason why invest in it or not) IX. About giveaways 1. 2 bonus packs for those buy “Anerle” napkins (10/pack) or “Anerle” panty-liners (20/pack).2. 1 bonus pack for those who buy “Whisper”, “Sofy”, “Carefree”, and “”.3. Give away printed ads.4. Those who buy Space 7(1 pack) can choose on of the

7、followings: advertising pen, cosmetic mirror, key purse, clip.Those who buy Space 7(2 packs) can choose from the followings: handbag, casket, and card pack.X. Display criteria:Stores are required to put on promotion booth, advertising image board and provide freestanding piling-up or extra shelves o

8、n the sides of normal shelves for HA Products.1. shelf arrangement: for A9310、A9410-at least 6 for each. day-used on the top, then the night- used. All on the best place.2. Free-standing piling-up: at least 1 square meter3. Side-shelves display: five-tier shelf, upper 2 for day-used napkins, the res

9、t for night-used, if possible, put POP on the shelf.2. Promotional materials display: i. Booth and image board at the entrance, samples and gifts samples on the booth, Space 7 poster (enlarged) on the front of the booth, put an advertising picture on top of the booth. ii. Giveaways advertisement det

10、ails board must be put on the freestanding piling-up or side shelves.iii. Samples must be put on the piles, side shelves or product shelves.iv. Printed ads must be put on the shelves and piles.v. Posters put at the bottom of the piles or on the wall near to the products.XI. Personnel arrangement: Ar

11、range 2 PCC, one at the entrance, one at the where the products are displayed. The PCC at the entrance greets the consumers, introduce HA products, explain the activity and try to arouse their interests to buy. She also takes care of the giveaways and daily report. 1. The PCC in-store should arrange

12、 the shelves, make order to fill the shelves, draws the attention of the consumers and be in charge of the promotion. (See “work procedure brochure” for details)Notes: 1. During the promotion, all the promotion activities for “Hearttex” must be stopped.”2. For the delivery to indirect sales stores,

13、sales Dept. should negotiate with the distributors about the supply. Sales Dept. should make sure all the shelves are filled3. Sales Dept. should arrange the 2 PCC for the promotion in stores. All the PCC in the cities should take turns to work.4. Provide special training to the PCC for this promoti

14、on. (Training on DEC 26th, 2001; and one to be on Jan 9, 2002) *Preparations for space 7 promotional materials（current inventory enough for the selected 6 stores）Item Quant.GZ inventoryBalanceExecutor Provider Time Poster (small)20200Image board17107Mr. TangH.QBy Jan 8Product presenting board1001000

15、Promotion message board1001000Poster (large) 2550255Mr. TangH.QBy Jan 8Booth 20200Ads pen100010000Clip6006000Key purse100010000Cosmetic mirror100010000Handbag 200010001000Mr. TangH.QBy Jan 8Casket5005000Card packs100001000Mr. TangH.QBy Jan 8Printed poster sheets （cancelled）10000010000Mr. Song（detail

16、s）、Mr. Tang (produce)Self-madeDraft-Jan 2; finished by Jan 8Bonus pack52087410Mr. Xu（250 cartons from ShenZhen）By Jan 8Uniform342014Mr. TangBy Jan 8Badge 34340PCC Work Procedure Goal 1. Let female (aged from 14-30) know more about the features of Space 7 through introduction.2. Introduce the activit

17、y: how can consumers get the gifts and details about the Solicit Articles activity3. Try to increase sales in the stores. Details of the activity1. Time: Monday to Friday: 2pm21pm;Suppertime: 6:00pm6:30pmSunday, Saturday: 10am9pm (10:0010:30, preparation); lunchtime: 1pm1:30pmSuppertime: 6pm6:30pm2.

18、 Content: Hand out the printed ads. Put the ads on the checking desk, and promotion booth. (Cancelled) Product presentation:1) Introduce feature Space 7 using the sample board2) Demonstrate the 7layer structure of Space 7and its virtues.Give away explanation: 1) 2 bonus packs for those buy “Anerle”

19、napkins (10/pack) or “Anerle” panty-liners (20/pack).2) 1 bonus pack for those who buy “Whisper”, “Sofy”, “Carefree”, and “”.3) Those who buy Space 7(1 pack) can choose on of the followings: advertising pen, cosmetic mirror, key purse, clip.4) Those who buy Space 7(2 packs) can choose from the follo

20、wings: handbag, casket, and card pack. Solicit Articles activity (details):Please write about the real experience on “how detail makes you perfect” in any types of literature. (500 words) and mail it with your personal information and a sign of the Space 7 pack to us, you will have the chance to be

21、titled “Detail perfect lady”:Champion: 1- one diamond ring (3500rmb) and the chance to be cover girl of the advertising “Perfect Detail ”brochure；Runner-up: 2-JVC mini stereo multi-media player and the chance to be cover girl of the advertising “Perfect Detail ”brochure；Prize for excellent work: 10-

22、Samsung MP3 playerPrize for participating: 1000-Space 7 2 packs (day use and night use)Note:1. Deadline: Jan 30th, 2002.2. Please mail to: Anerle Brand team, HengAn Sales department HengAn Industry center, AnHai, Quanzhou, Fujian Province (Zip code: 362261).3. E-mail: Markting3. Promotional material

23、s allocationa) Standard and tidy uniform.b) Put the booth and image board at the entrance of the store.c) Presentation prop: product samples, giveaways ads.d) Printed ads. (cancelled, replaced by companys propagandistic articles)）e) Posters.f) Other giveaways. Product structure and featuresa) 7 laye

24、rs-dry weave web, non-woven fabric, paper, bumf, wood pulp and S.A.P mixture, bumf, bottom sheetsb) Functions- anti-bacteria, instant absorption, elasticity, high absorbability, prevent side leakage, comfortable. Image requirements (refer to training requirements) Working procedure (see attached # 1

25、, # 2) Attached #1 PCC (outside the stores) daily working procedure: Prepare promotional materials and products display Greet the consumers (smile, “Welcome! I am the PCC of HA Holdings”) Hand out ads sheets (please take a look. Now if you buy HA new products, you can get some gifts and if you parti

26、cipate in our solicit articles activity, you will have the chance to win a diamond ring that worth 3500rmb) Sample introduction (show the consumer the structure of Space 7and tell them the features and functions)Explain how they can get gifts or bonus packs/ persuade them into buying (why not just t

27、ake this opportunity now during the promotion?)Tell them about the solicit article activity/encourage participation (youve got a chance to win one diamond ring)Hand out largess/trial packs Sort and count the promotional materials and keep the statistics Keep the promotional materials Report to the s

28、upervisor about the daily sales and giveaway; order to fill the shelves if necessary# 2In store PCC working procedurePrepare promotional materials and products display Greet the consumers (smile, “Welcome! I am the PCC of HA Holdings”) Hand out ads sheets (please take a look. Now if you buy HA new p

29、roducts, you can get some gifts and if you participate in our solicit articles activity, you will have the chance to win a diamond ring that worth 3500rmb) Sample introduction (show the consumer the structure of Space 7and tell them the features and functions)Explain how they can get gifts or bonus

30、packs/ persuade them into buying (why not just take this opportunity now during the promotion?)Tell them about the solicit article activity/encourage participation (youve got a chance to win one diamond ring)Hand out largess/trial packs help the consumers pack the products，(smile) “Thank you for you

31、r attention. Nice have meeting you. Hope to see you again ”Sort and count the promotional materials and keep the statistics Keep the promotional materials Verify the quantity of the giveaways and sales with PCC out of the store Disciplines Discipline Violation penaltyNote 01Abide the store mgt regulations Fine Twice violation: dismissed02