2022 Mid -Autumn Festival Mooncake Marketing Plan Copy

Because the main activities of the Mid -Autumn Festival are centered on "Moon", it is also commonly known as the "Moon Festival"; the Mid -Autumn Festival Moon is complete, symbolizing reunion, so it is also called "reunion festival". The following is 5 articles on the 2021 Mid -Autumn Festival moon cake marketing scheme that I brought to you. I hope it can help everyone!

2021 Mid -Autumn Festival moon cake marketing scheme copywriting 1
, summary
Mid -Autumn Festival is a traditional festival in China. Consumers are more active during this period and are prone to consumption hotspots. Therefore, this period becomes a great time for merchants to win. According to the moon cake gifts launched by major moon cake manufacturers, this plan comprehensively analyzes the various factors of the consumer market, and has made feasibility analysis and sales suggestions for the investment market of moon cake products.
. The background market analysis
(1) Background analysis
In the recently announced how to survey the Mid -Autumn Festival questionnaire survey of nearly ten cities such as Beijing, including the Chinese Social Survey (SSIC), recently announced. 53%of the respondents said they would visit their leadership or partners. Today, the people are no longer satisfied with the family's gathering of meals. The consumption of the Mid -Autumn Festival has changed some new changes. Some people vividly show this consumption: "Moonlight Economy". Recently, some people have proposed to take China as a statutory holiday in order to travel and visit and visit friends. Although this proposal may not be a fact in the short term, it can be expected that the Mid -Autumn Festival every year will be a festival that will rise again.
(2) Market analysis
Apdasted with people's material living water and the provisions of national policies, especially under the guidance of public opinion, people are not only satisfied with the Mid -Autumn Festival to eat a meal, send cigarettes to smoke, and send cigarettes. Instead of giving wine, he began to pursue more noble ways to contact your feelings and show celebrations, so it is expected that consumers' consumption of Mid -Autumn Festival will become more and more diversified every year in the future.
Moon cake as an indispensable and unusual product that enters ordinary consumer families. Due to the traditional meaning and food atmosphere, the gifts of moon cake packaging can bring greetings while also allowing people to accept it. The delicious food. The trend of its development is very attractive, great market space, rich profit returns, and strong purchasing power and demand, making it a never -declined rising industry.
. Marketing strategy
(1) Product positioning
The delicious, beautiful and generous, high taste and strong traditional atmosphere, suitable for gifts and friends, eat it by themselves, and moderate prices A Mid -Autumn Festival product. Products will be divided into three types: high -end, mid -range and low -end.
(2) The target market
Moon cake as a gift. This product positioning is mainly based on the collective consumers of large, medium -sized enterprises and institutions, and a comprehensive market for consumers with good economic income. Specific classification As follows:
(3) Sales channels
1. For key customers, they can send salesmen to contact a large and medium -sized enterprise, publish product information, introduce product characteristics, understand customer needs, and do not lose time to promote order r
. Taking various shopping malls and food stores as the platform, provide corresponding advertising support, and gives a certain preferential conditions for selling
(4) Marketing suggestions
1. Because moon cakes are a more than a kind of Although the seasonal food, although it is a rational consumer product during the Mid -Autumn Festival, usually sells too little, it should be recommended to increase the sales team in the Mid -Autumn Festival and expand the product propaganda path.
2. Fighting the advantages of time, first start, and strive to complete most of the order one week before the Mid -Autumn Festival.
. Opportunities and problems
(1) Opportunity and advantage analysis
I due to consumers' consumption in the Mid -Autumn Festival, which has become more and more diversified, and it is easy to form a consumption boom in the Mid -Autumn Festival. Especially, as a traditional Mid -Autumn Festival consumer product, moon cakes have always attracted consumers' attention and caused an impulse to buy, thereby forming obvious consumption hotspots.
(2) Threat and disadvantage analysis
Faced with more and more moon cake sellers in the market, more and more competition, the market formed is bigger and bigger. In particular, general sales cannot enter large shopping malls like some large professional manufacturers, and even have their own specialty stores, which is the biggest disadvantage of general sales.
(3) Problem analysis
1. In the face of a variety of moon cakes in the market, how to make this moon cake product more attracting consumers' requirements?
. How to overcome the Mid -Autumn Festival market, Information asymmetry on the needs of target customer needs?
3. Moon cake sales after the Mid -Autumn Festival enter a low tide, how to ensure sales?
. Specific action plan
Essence
The market conditions we have mastered now, follow the target market, especially the important target market, conduct tracking and investigation, timely understand the target market information, and study and analyze the demand and target market trends within the target market.
(2) In the middle, the distribution phase.
Inders to send sales staff to visit and inquire target market information, visit and inquire target customers, and complete most of the order tasks between the aircraft.
(3) Late), the ending phase.
The through various means, grasp the needs and opinions and suggestions of customers, strive for second order, and complete the sales plan.
6. Risk control
The various risks that may exist in the analysis of the problem, and various problems that occur in each stage of the investigation, make a timely correction of the plan to reduce the risk as much as possible. Strengthen sales, storage, transportation, transportation, transportation, transportation, transportation, transportation, transportation, transportation, transportation, and transportation The control of the food safety of moon cakes at the same stage.
2021 Mid -Autumn Festival Mooncake Marketing Plan 2
. Activity background:
With the advent of the traditional Chinese nation festival of the Mid -Autumn Festival, many merchants target the Mid -Autumn Festival business opportunities, around moon cakes and other Mid -Autumn Festival gifts Make a full article. Based on the pasta leading company of "Daoxiang Village", we seize the favorable opportunity of the Mid -Autumn Festival, try to achieve the development of new forms of brand moon cake promotion, and formulate this promotion planning and design.
. Promotional target:
1. Mid -autumn moon cake consumption is used to drive the sales of the store and activate the sales of moon cakes in the image of the store. Reunion moon, reunion, "Daoxiang Village Mooncake" gives home.
2. A good words and deeds in the Mid -Autumn Festival Ambassador to infect customers to enhance the corporate image.
3. Provide convenience for customers to attract more customer groups.
4. convey emotions to customers.
5. Basic this activity can be extended to other festivals, such as Christmas or New Year's Day.
6. Increase corporate competition and make differences. (Marketing plan planning)
. Analysis of product promotion environment:
(1) Macro market factors have a great impact on enterprises, and this influential factors cannot control. Enterprises can only study the macro environment and their changes, and find opportunities for themselves to occupy the market and obtain greater economic benefits.
The macro environmental factors are:
1. Population factors: Mid -Autumn Festival, family reunion, consumers are more concentrated, which is conducive to commodity promotion.
2. Economic factors: During the financial crisis, pull domestic demand and stimulate consumption.
3. Social and natural factors: The Chinese people attach importance to this traditional festival, driven by the cultural atmosphere, and also set off a consumer storm.
(2) "Customers are God". Only the products we promoted met the needs of consumers and won the trust of consumers.
1. Consumer consumption behavior and psychology: Mid -Autumn Festival festival; Mid -Autumn Festival gifts, relatives and friends visits consumer behavior, consumers have their own psychology in the consumption process, and promotions must seize the consumer consumer psychology reasonable promotion
2. The service level of consumers needs In the fierce Mid -Autumn Festival moon cake market, consumers are pursuing and cheap products for products, and old -fashioned Mooncakes in Daoxiang Village already have various market advantages. Meeting needs to improve the service level.
. Consumer purchasing ability analysis: Consumers pursue products that can meet their needs and cheap products. We have promoted based on low prices, high -quality, truly bring benefits to customers, and also adapt to customers' purchasing power.
. Consumer consumer environment analysis: Consumers have a lot of room for choice in many moon cake promotions. We will improve the promotion environment in the promotion process and improve service quality. Feel a win -win situation.
(3) Modern society is a competitive society. The competition of "Mid -Autumn Festival moon cakes" will be more intense. Only by defeating competitors can we have a greater sales of "Daoxiang Village Mooncake" and get greater profits Essence
1 1. In the same period, competitors' strategy is used to promote promotions in various ways, such as shopping mall promotions, supermarket promotions, and binding with other products for promotion.
. The goal of competitors: further expand brand effects and increase sales profits.
3. The advantages and disadvantages of competitors: The advantage is that the scope of expansion is wide; the disadvantage is that the means are single, the cost is high, and the transportation is inconvenient.
. The reaction mode of competitors: There are complete service agencies, the departments are effectively cooperated, which can meet consumer needs in time and accept consumer feedback.
(4) Internal environment analysis
1. Resources: Can contact the source in time with the manufacturer, which will not cause product accumulation or out of stock.
2. Competitiveness: quality and low price: convenient transportation: strong team cooperation ability, diversified service means.
3. Logistics output input: convenient transportation, basically "zero inventory".
4. Production and operation: flowing operation, ensuring quality, efficient production.
. Advertising analysis:
1. Advertising target: Through large -scale advertising promotion, the realization and extensiveization of promotional activities are realized.
2. Advertising costs: 1000 yuan
3. Advertising information: promotional brand, increasing influence, expanding sales channels, increasing sales volume.
. Advertising media: newspapers and leaflets
5. Advertising effect evaluation: achieve promotional purpose during the festival, establish the brand awareness of Daoxiang Village in the hearts of consumers; Fifth, activity content:
1. Time: _ 月 _ 五-
2. Location: Event is limited to Hui __ City
3. Event preparations: 1. Arrangement A certain amount of transport vehicles and "Mid -Autumn Festival Ambassador".
2. Drivers must be familiar with driving routes in urban areas, and require as much as possible to reduce time consumption during transportation and improve transportation efficiency.
3. Education of language and actions of "Mid -Autumn Festival Ambassador", and learn how to deal with problems.
4. Properly improved the price of moon cakes to increase the overall profit.
5. Contact card dealers, buy a certain number of exquisite cards, can classify cards that are classified according to different gift objects, such as: lover card, loved one card, friends card, etc.
4. Promotion of activity: In the mall, posters are posted in the mall to publicize the activities about the event in the week before the implementation of the event. You can also strengthen the breadth of publicity through newspapers, radio and other channels. However, a certain cost accounting should be implemented. When propaganda, we should try to be simple and easy to understand, and need to be explained in a necessary situation.
6. Note: 1. The customer must be packed in accordance with its requirements after purchasing gifts, and inquiring and registering the detailed address and transportation period required for transportation. It is convenient to get in special circumstances when it is convenient for gifts.
2. The words and deeds of the "Mid -Autumn Festival Ambassador" represent the honor of the mall. It must be strictly selected for the "ambassador". The image and language must be good, and the "ambassador" must be educated for the "ambassador".
3. In order to avoid some problems, the transportation of this activity can only be limited to the Mid -Autumn Festival gifts and cannot involve cash. When packaging, the gift must be checked and there must be no cash.
4. Because customers may refuse to accept, they should be explained during the promotion of the event, and it is explained that the mall will return the original gift to the customer.
5. When the rejection or the customer is not waiting, the "ambassador" must contact the person in charge of the mall as soon as possible, and continue to perform the next task after informing the situation. Relevant personnel of the mall will contact the customer or the courtesy to ask for solution.
6. The gifts for the delivery must be purchased by the mall. The buyer must leave the real contact number and name. If the number of reserved numbers is mistakenly returned, the mall has the right to deal with the goods on the 7th after the 7th. This should be explained at the time of publicity or activities.
7. The self -written presence in the card is the customer's most sincere wish for the courtesy, and it is the calm reveal of emotions. Therefore, the selection of the card must pay attention to its exquisite appearance and the text connotation inside. If the price of the moon cake is adjusted, the card can also be changed to the desk calendar. Of course, there must be an introduction to the mall. Do propaganda.
2021 Mid -Autumn Festival Mooncake Marketing Plan 3
. Activity background
The Mid -Autumn Festival August 15th is a traditional Chinese festival in China. , Gifts to express blessings.
. Activity theme
Sekisa -festivals, moon cake fax love
. Activity purpose
1. Establish the humanistic image of rice flags, while promoting the increase in sales r
2. Provide convenience for customers, attract more customer groups
3. Increase the popularity and reputation of the enterprise 4. Communicate corporate image, enhance brand image power
, activity time
Eighth on the eighth day of the month ----- August 15th for eight days
5. Promotional venues
major shopping mall counters, supermarket windows and specialized stores
. Event content
1. Carry out group purchase business and group purchase discounts to facilitate the distribution of welfare of all units. Those who have more than 1,000 yuan for one -time shopping amount will be delivered for free (5 miles).
2. For different people, develop a moon cake gift box with different prices. It is the preferred product of gifts for friends and relatives. A voucher can be exchanged for any product in the store.
4. Shopping will give a beautiful gift (exquisite small gifts such as candy)
7. Publicity method
The poster is posted at each sales location, sessions are issued, and media such as broadcasting, television and other media are carried out. Advertising.
. The decoration of the store
The environmental layout of the restaurant and the lobby, try to highlight the atmosphere of the Mid -Autumn Festival with "peace, reunion, festive"
. On the same day, making a large moon cake and displayed in the lobby during the day to create a festival reunion atmosphere. There is a large incense case before the formal dining, put the moon cake on the incense case, and ask the hotel general manager and celebrity representatives to cut the big moon cake and announce the beginning of the reunion meal.
2. There is a main table (about 10 people) in the middle of the restaurant for the crew and stars participating in the reunion meal. In principle, each hotel invites a crew.
3. According to the needs of tourists, the reunion banquet standards of economics, warmth, etc. are produced, and the menu is provided separately. The menu name of the menu must have the meaning of "reunion", which will be implemented by the hotel. Our company promotes unified publicity that the specific ordering of meals will be contacted by the hotel by themselves, while the order is completed.
2021 Mid -Autumn Festival Mooncake Marketing Plan 4
Teval "Quality Service Month" event, providing free moon cake packaging services, moon cakes (gift baskets) free delivery services, moon cakes (gift baskets) telephone ordering services, gifts Basketball gift services, agency moon cakes (gift baskets) mailing services, etc., have obtained advantages in competition through strengthening quality inspections and services.
Moon cake promotion products requirements
1. Moon cake requirements:
) Moon cake varieties should be concentrated in the local popular brand, different flavors, brand moon cake dealers developed new varieties The price is divided into three grades of high, middle and low, to meet the consumer needs of customers in different strata;
) Moon cake suppliers are required to send promotions and provide moon cake trials to eat.
3) Complete the moon cake gift basket street before August 25.
2. Gift basket requirements:
1) This promotion is mainly based on the sales self -selected gift baskets. The store sets its own bundled gift basket packaging of the name and item combination, and is displayed.
2) Specifying gift baskets to launch high -end (more than 1,000 yuan), mid -range (300-800 yuan), low -end (80-198 yuan). The procurement department specifies about 8 kinds of gift baskets.
3) The recommended price of the empty gift basket is 10 yuan.
4) The value of the self -selected gift baskets is worth more than 200 yuan for 10 yuan gift baskets for free.
3. Tobacco and alcohol requirements:
1) The main promoted tobacco and alcohol, the purchasing department must require the supplier to provide empty boxes (one shop).
2) The main push gift must be displayed, or it can be displayed in the street of "Moon Cake, Gift Basket".
3) Tobacco and alcohol promotional products: Great Wall Red, Human Ma, Hongta Mountain, 555, China, Yuxi, Furong King, good days and other brand products.
. n 1) Drinking, health products, and tea are also gifts for gifts, and there must be more special support and a lot of display. There are no less than 20 varieties.
2) Suggested promotional products: brand products such as Wanji, Kangfu Lai, Joy, etc.
5. Candy, biscuits, water milk
1) Candy, biscuits, and water milk will also have a large amount of demand in the Mid -Autumn Festival. It also needs to select 20 products in such products for promotion.
1) Candy, biscuits promotional products can be optional of brand products such as Garon candy, Xu Fuji, Jinsha chocolate, Dove chocolate, Yili milk, Mongolian milk, etc. Recommend
. Grain and oil, Suggestion: Golden Aragon Fish, Golden Elephant Rice, __Where brand rice. rn 4、日用、家杂、调味品正常特价rn 5、水果要求：rn 1)季节水果特价销售，突出量感，如苹果、梨、新奇士橙、柿子、 Red mention.
2) For the promotion of fruit and gift basket products, choose the more beautiful fruit, mainly: orange, broccoli, green apple, Li, black beauty watermelon, banana, etc. (The above fruits do not make special offers or make a small amount of special offer)
3) The fresh department of the fresh department can communicate with the supplier in advance, and the supplier is required to provide the best fruit and quality fruits quality.
4) Stores should strengthen the acceptance of gift baskets and fruits. The Fresh Department is responsible for preparing fruit bags and fruit gift boxes.
10. Other fresh products requirements:
) The Mid -Autumn Festival two -time news news must have 1-2 varieties as "sacrifice goods" for losing money to attract passenger flow. Each variety promotion time 3 days
2) Three birds and aquatic products need special support.
2021 Mid -Autumn Festival Mooncake Marketing Plan 5
. The purpose of the event: Cooperate with the actual situation of the hotel, combined with the actual situation of the hotel and the traditional Chinese customs, mainly direct sales, promote all staff sales, to achieve achievement Economic benefits and social benefits are double harvests.
. Activity organization:
Group leaders: Wang Xiang
Saded team leader: Zhang Liliang Ruicheng
Members: Marketing staff and departments manager
3. Activity time :
20_ ： _ _ _ ： — 20_ ： _
. Sales channels and promotional activities:
(1) The sales channel is the units of major enterprises and institutions, Hotel agreement customers;
(2) Open moon cakes to taste promotion booths in the lobby, promoters wear Chang'e -style clothing, each first -line service desk and all rooms place Mid -Autumn Festival moon cake sales promotion pages
(3) Through the market through the market The marketing department and the catering department go to the city's major units to sell, visit customers, and strive for large orders;
(4) Sales according to department distribution; Sales system to stimulate employees' sales enthusiasm;
(6) Hold a moon cake tasting exhibition and thank the old customers cold meals; n (8) The potential store and supermarket agency sales.
. Relevant departments are responsible for work
1. Dining Department:
(1) Assist the engineering department to arrange the lobby moon cake exhibition platform; Kai La Hotel Mooncake Exhibition "Conference" — designs, placement, and service work;
(3) For the `preparation and service of the wine club;
(4) Assist the marketing department to maintain the" thank you thank you Old customers and Kailai Hotel Mooncake Exhibition "" Overview of the event.
2. The Ministry of Housing and Housing:
(1) Passenger publicity of the Mid -Autumn Festival promotion of the lobby;
(2) Place the Mid -Autumn Festival promotional color pages to the room room;
(3) Design the sales plan for moon cakes to stay in the guest room in the Mid -Autumn Festival, and make statistics from moon cake sales.
3. Engineering Department:
(1) Responsible for "thank you customers and open the hotel moon cake exhibition cold meal wine party" venue, the debugging of audio, lighting, and projectors during the event;
(2 (2 (2 ) Assist the marketing department to paste large -scale advertising pictures;
(3) Responsible for the production of the lobby moon cake exhibition platform;
(4) Responsible for the construction of the moon cake sales point of the hotel square.
4. Finance Department:
(1) Organize the printing color page of the Mid -Autumn Festival promotion;
(2) Provide a prize of "thank you customers and Kailai Hotel Mooncake Exhibition";
(3) Assist the marketing department to organize the distribution of guessing gifts;
(4) Coordinate the kitchen display moon cake varieties;
(5) Provide group purchase moon cake pickup coupons.
5. General Office, Personnel Department:
(1) Responsible for the management of the lobby booth;
(2) invites personnel to "thank you customers and Kailai Hotel Mooncake Exhibition" Services;
(3) Responsible for the layout and organization sales of moon cake sales points.
6. Marketing Department:
(1) The design and production of the advertising pages of moon cake activities, building advertising, group purchase extraction vouchers;
(2) Statistics "thank you old customers and open Come to the Hotel Mooncake Exhibition "The list of invitations, issue invitations, and send text messages.
(3) Organize programs of "thank you old customers and Kailai Hotel Mooncake Exhibition" and maintain the order of event;
(4) Assist relevant departments to arrange the moon cake exhibition platform and event venue;
(5) Responsible for the guidance, reception, and welcome of important customers during the event.
6. Related working hours requirements:
1. Moon cake box manufacturers are connected before August 18th. (Procurement Department, General Office)
2 The arrangement of the lobby moon cake exhibition platform was completed before August 25. (Engineering Department)
3. The person in charge of the collection and sales statistics of the monthly cake goods was in place before 8:30 on August 25. (Finance)
4. Outdoor advertising and promotional pages were completed by August 15. (Marketing Department)
5. "Thank you for your old customers and the Mooncake Exhibition and Fair" of the Hotels in the Hotel " Marketing Department)
6. The list of invitations of the event, invitation distribution, and group sending text message notification Date (September 2) will be completed before 12:00. (Marketing Department)
7. The organization of the sales point of the online moon cake sales starts sale before August 25.
(General Office, Personnel Department)
Seven, other
1. Grade pricing: A model 288 yuan/box
)
B model 188 yuan/box (iron box seven stars with 8 yuan 2 pounds a month)
98 yuan/box (6 yuan 1.5 catties of family reunion)
D model 58 yuan/box (Gold up 4 pieces 1 catties)
2. The defined scope of the preferential price of group purchase?
100 % off 100 boxes of 100 discounts and no longer commission and rebate
20 % off 50 % off no longer commissioned no longer commissioned And rebate
Getting a box of 10 boxes
3. Can you carry out award sales?
0%off for marketing staff for about 15%; Model commission 25 yuan, C type commission 15 yuan, D type commission 5 yuan.
8. Event budget
1. Moon cake box production: A models of 200_60 yuan = 12000 yuan
B model box 500_35 yuan = 17500 yuan
C model box 500_25 yuan = 12500 yuan
D model box 1000_13 yuan = 13000 yuan
Total: 55000 yuan
2. Moon cake raw material cost: 60 yuan/box
model: 45 yuan: 45 yuan /Box
C model: 25 yuan/box
D model: 12 yuan/box.
3, banner: 80 yuan
4. External wall injection: 300 yuan
5, moon cake color page: 500 yuan
6, multifunctional hall inkjet: 160 yuan
7. Chang'e installed two sets: 300 yuan
8. The lobby moon cake sales point and online marketing point: to be determined
9. Wine club: The cost is to be determined because the number of people is not determined.

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