PromotionPlanning2002/1/7Mr.SongJianzhongI.Promotionproducts:Space7-A9310、A9410II.Time:Jan11—Jan20,2002III.Purpose:1.ToprojectHAproductimageinsomeofthestores;tostrengthenthenterminalpublicitycapability.2.ToeliminatethedifficultiesinsalesofSpace7insomeofthestores.3.TotesttheabilityofthePCCandrelativestaffinthereform,findouttheweaknesses.4.Makeasummaryanddecidetheprocedureofthepromotionalactionsforthefuture.IV.Place：1.Plan:6storesinGuangzhoucity—GangWanHuangpustore,(Jianshe,Wuyang,Dongpu)ShunMingCheng,(shipai,XiaDu)DaiNeiJia;2.Decision:(Mr.ChenYibinwillleadtheappointedmembersofthegroupandsalerepstodecidethedefiniteplace(stores)andotherconditionsbyJan5th.)V.Methods:1.Emphasizeonthefreestandingpilingup.OverwhelmingPOP.2.Toselltheproductsandgiveawaygiftsthroughface-tofaceintroduction.3.Atthemeantime,holdanSolicitArticlesactivitytitled―detailsmakewomenperfect‖toattractmoreconsumers(notes:managerofsalesDept.agreedtosetthedeadlineoftheactivitytoJan30)VI.Preparationforpromotionalmaterials(seeattachedfordetails)VII.Promotionsalesgoal:50packsforday-usedandnight-usedrespectivelyeverydayforeachpromotionstore.VIII.Budget:1.Rentoftheplace:(Rmb)2.Salary:forallcurrentPCC3.Promotionalmaterialscost:(Rmb)4.Uniformandbadges:(Rmb)5.Advertising:(explainthereasonwhyinvestinitornot)IX.Aboutgiveaways1.2bonuspacksforthosebuy―Anerle‖napkins(10/pack)or―Anerle‖panty-liners(20/pack).2.1bonuspackforthosewhobuy―Whisper‖,―Sofy‖,―Carefree‖,and―‖.3.Giveawayprintedads.4.ThosewhobuySpace7(1pack)canchooseonofthefollowings:advertisingpen,cosmeticmirror,keypurse,clip.ThosewhobuySpace7(2packs)canchoosefromthefollowings:handbag,casket,andcardpack.X.Displaycriteria:Storesarerequiredtoputonpromotionbooth,advertisingimageboardandprovidefreestandingpiling-uporextrashelvesonthesidesofnormalshelvesforHAProducts.1.shelfarrangement:forA9310、A9410--atleast6foreach.day-usedonthetop,thenthenight-used.Allonthebestplace.2.Free-standingpiling-up:atleast1squaremeter3.Side-shelvesdisplay:five-tiershelf,upper2forday-usednapkins,therestfornight-used,ifpossible,putPOPontheshelf.2.Promotionalmaterialsdisplay:i.Boothandimageboardattheentrance,samplesandgiftssamplesonthebooth,Space7poster(enlarged)onthefrontofthebooth,putanadvertisingpictureontopofthebooth.ii.Giveawaysadvertisementdetailsboardmustbeputonthefreestandingpiling-uporsideshelves.iii.Samplesmustbeputonthepiles,sideshelvesorproductshelves.iv.Printedadsmustbeputontheshelvesandpiles.v.Postersputatthebottomofthepilesoronthewallneartotheproducts.XI.Personnelarrangement:Arrange2PCC,oneattheentrance,oneatthewheretheproductsaredisplayed.ThePCCattheentrancegreetstheconsumers,introduceHAproducts,explaintheactivityandtrytoarousetheirintereststobuy.Shealsotakescareofthegiveawaysanddailyreport.1.ThePCCin-storeshouldarrangetheshelves,makeordertofilltheshelves,drawstheattentionoftheconsumersandbeinchargeofthepromotion.(See―workprocedurebrochure‖fordetails)Notes:1.Duringthepromotion,allthepromotionactivitiesfor“Hearttex”mustbestopped.”2.Forthedeliverytoindirectsalesstores,salesDept.shouldnegotiatewiththedistributorsaboutthesupply.SalesDept.shouldmakesurealltheshelvesarefilled3.SalesDept.shouldarrangethe2PCCforthepromotioninstores.AllthePCCinthecitiesshouldtaketurnstowork.4.ProvidespecialtrainingtothePCCforthispromotion.(TrainingonDEC26th,2001;andonetobeonJan9,2002)...
