家乐福13周年庆活动方案

Carrefour13thanniversarystoresguidebook2023/2/271SUMMARY13thanniversarycampaign

Objective

Concept

Communicationplan

Promotionmechanismby4waves

Nationalactivity

POSMguidebook

Luckydrawprizeprocess2023/2/272ObjectiveToCRF:

-Simpleandstrongpromotionmechanismto

reinforcepriceimageandpushturn-over.

-Amazingprizeseverydayto

drivedebitsandincreasebasket.

ToCustomer:

-Enjoytheunforgettable40days!2023/2/273Conceptwave1wave2wave3wave4DMPeriod3/27-4/07,

12D4/8-4/16,

9D4/17-4/24,

8D4/23-5/5,

11DDMSizeA4x32PA4x32PA4x32PA4x32PPromotionMechanismFoodCrazydiscount30-50%offBuybigpackagefreesmall

2nditem50%off+Familydiscount2nditem50%off+FamilydiscountNonfood-Top20action

-NFSpecialoperation-Top20action

-NFSpecialoperation-Top20action

-NFSpecialoperation-Top20action

-NFSpecialoperationActivityLuckydraw

(ScratchCard)Luckydraw

(ScratchCard)1)Luckydraw(ScratchCard)

2)Couponissuing&redemption1)Luckydraw(ScratchCard)

2)Couponredemption*Luckydraw(Scratchcard)issuingupto30RMBMillionsinprizesto400shoppers-winnerseverydayduring40days.2023/2/2744DMs,5Freshleaflets,localmassmediaCommunicationPlan-April2023/2/2754DMs,5Freshleaflets,localmassmediaCommunicationPlan-May2023/2/276Themepage:8P,AllGrocery8crazydiscountwith2heroesperpage,total64crazydiscountitemstocoverwholeDMperiodFoodRestpages:7PSpecialBabypage(1p),D.14+D.11/12Nonfoodrestpages:15P(B-5/A-5/T-5)Top20actionKeymechanism:Crazydiscount30-50%offWAVEI:Mar.27-Apr.7,32P,12DPromotionmechanism–Wave12023/2/277DMWaveIPageOrder

Crazydiscounthighlightedin8pages2023/2/278Keymechanism:BuybiggetsmallforfreeWAVEII:Apr.8-Apr.16,32P,9DThemepage:8PAllGrocery

8groupsof“buybigpackgetsmalloneforfree”with2heroitemsperpage,Total64groups“buybigpackgetsmalloneforfree”

tocoverwholeDMperiod

*Smallpackissameitemasbigpackandatleast30%ofbigpackcapacityFoodRestpages:7PSpecialBabypage(1p),D.14+D.11/12

Nonfoodrestpages:15P(B-5/A-5/T-5)Top20actionPromotionmechanism–Wave22023/2/279DMWaveIIPageOrder

BuyBIGgetsmallforfreehighlightedin8pages2023/2/2710Keymechanism:2nditem50%offashero&FamilydiscountWAVEIII:Apr.17-Apr.24,32P,8DFoodpages:15P2Heroitemsas2nditem50%offwith13pages6familydiscount-1PBabypage(1p),D.14+D.11/12

Nonfoodrestpages:15P(B-6/A-5/T-4)Top20actionPromotionmechanism–Wave32023/2/2711DMWaveIIIPageorder2023/2/2712WAVEIV:Apr.25-May.5,32P,11DFoodpages:15P2Heroitemsas2nditem50%offwith14pages6familydiscountinsertedtonormalpageBabypage(1p),D.14+D.11/12Nonfoodrestpages:15P(B-6/A-5/T-4)Top20actionPromotionmechanism–Wave4Keymechanism:2nditem50%offashero&Familydiscount2023/2/2713DMWaveIVPageorder2023/2/2714Objective:TofightwithdepartmentstoresandcategorykillersduringpeakseasonPeriod:WeekendApr.11-13WeekendMay.1-4Promotioncategories:

SummercollectionforTextileWedding/KitchenforBazaarMechanism:crazydiscountMediastrategyNewspaperRadioInstorecommunicationDetailedguidebooksendtostorebytheendofMarch.NonfoodspecialOperationinAnniversary2023/2/2715

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.25P.O.S.M-Wave1&22023/2/2716OutsideBanner(1stwave)/户外挂旗11:800cm(w)x1100cm(h)2:1100cm(w)x8