家乐福周庆方案PPT课件

2020/6/12,1,Carrefour13thanniversarystoresguidebook,2020/6/12,2,SUMMARY,13thanniversarycampaign,Objective,Concept,Communicationplan,Promotionmechanismby4waves,Nationalactivity,POSMguidebook,Luckydrawprizeprocess,2020/6/12,3,Objective,ToCRF:-Simpleandstrongpromotionmechanismtoreinforcepriceimageandpushturn-over.-Amazingprizeseverydaytodrivedebitsandincreasebasket.ToCustomer:-Enjoytheunforgettable40days!,2020/6/12,4,Concept,wave1,wave2,wave3,wave4,*Luckydraw(Scratchcard)issuingupto30RMBMillionsinprizesto400shoppers-winnerseverydayduring40days.,2020/6/12,5,4DMs,5Freshleaflets,localmassmedia,CommunicationPlan-April,2020/6/12,6,4DMs,5Freshleaflets,localmassmedia,CommunicationPlan-May,2020/6/12,7,Themepage:8P,AllGrocery8crazydiscountwith2heroesperpage,total64crazydiscountitemstocoverwholeDMperiodFoodRestpages:7PSpecialBabypage(1p),D.14+D.11/12Nonfoodrestpages:15P(B-5/A-5/T-5)Top20action,Keymechanism:Crazydiscount30-50%off,WAVEI:Mar.27-Apr.7,32P,12D,PromotionmechanismWave1,2020/6/12,8,DMWaveIPageOrderCrazydiscounthighlightedin8pages,2020/6/12,9,Keymechanism:Buybiggetsmallforfree,WAVEII:Apr.8-Apr.16,32P,9D,Themepage:8PAllGrocery8groupsof“buybigpackgetsmalloneforfree”with2heroitemsperpage,Total64groups“buybigpackgetsmalloneforfree”tocoverwholeDMperiod*Smallpackissameitemasbigpackandatleast30%ofbigpackcapacityFoodRestpages:7PSpecialBabypage(1p),D.14+D.11/12Nonfoodrestpages:15P(B-5/A-5/T-5)Top20action,PromotionmechanismWave2,2020/6/12,10,DMWaveIIPageOrderBuyBIGgetsmallforfreehighlightedin8pages,2020/6/12,11,Keymechanism:2nditem50%offashero&Familydiscount,WAVEIII:Apr.17-Apr.24,32P,8D,Foodpages:15P2Heroitemsas2nditem50%offwith13pages6familydiscount-1PBabypage(1p),D.14+D.11/12Nonfoodrestpages:15P(B-6/A-5/T-4)Top20action,PromotionmechanismWave3,2020/6/12,12,DMWaveIIIPageorder,2020/6/12,13,WAVEIV:Apr.25-May.5,32P,11D,Foodpages:15P2Heroitemsas2nditem50%offwith14pages6familydiscountinsertedtonormalpageBabypage(1p),D.14+D.11/12Nonfoodrestpages:15P(B-6/A-5/T-4)Top20action,PromotionmechanismWave4,Keymechanism:2nditem50%offashero&Familydiscount,2020/6/12,14,DMWaveIVPageorder,2020/6/12,15,Objective:TofightwithdepartmentstoresandcategorykillersduringpeakseasonPeriod:WeekendApr.11-13WeekendMay.1-4Promotioncategories:SummercollectionforTextileWedding/KitchenforBazaarMechanism:crazydiscountMediastrategyNewspaperRadioInstorecommunicationDetailedguidebooksendtostorebytheendofMarch.,NonfoodspecialOperationinAnniversary,2020/6/12,16,OutsideBanner/户外挂旗LightFlag/灯旗MainEntranceBanner/主要入口挂旗ThematicPoster/主题海报ActionSpot/产品海报Infoboard/信息板Redemption/奖品换领处Scratchedcard/刮刮卡Newspapertemplate/报纸稿Broadcast/广播稿,Payattention:P.O.S.MGuidebookpleaseforwardtodecorationteam.Wave1ProductionfilewillbesenttostoreatMar.18.Wave2/3/4ProductionfilewillbesenttostorearoundMar.25,P.O.S.M-Wave1&2,2020/6/12,17,OutsideBanner(1stwave)/户外挂旗