家乐福周年庆方案

1、2020年7月15日星期三,1,Carrefour 13th anniversary stores guidebook,2020年7月15日星期三,2,SUMMARY,13th anniversary campaign,Objective,Concept,Communication plan,Promotion mechanism by 4 waves,National activity,POSM guidebook,Lucky draw prize process,2020年7月15日星期三,3,Objective,To CRF: - Simple and strong promotion

2、mechanism to reinforce price image and push turn-over. - Amazing prizes everyday to drive debits and increase basket.To Customer: - Enjoy the unforgettable 40 days!,2020年7月15日星期三,4,Concept,wave 1,wave 2,wave 3,wave 4,* Lucky draw (Scratch card) issuing up to 30 RMB Millions in prizes to 400 shoppers

3、-winners everyday during 40 days.,2020年7月15日星期三,5,4 DMs, 5 Fresh leaflets, local mass media,Communication Plan - April,2020年7月15日星期三,6,4 DMs, 5 Fresh leaflets, local mass media,Communication Plan - May,2020年7月15日星期三,7,Theme page: 8P, All Grocery 8 crazy discount with 2 heroes per page, total 64 craz

4、y discount items to cover whole DM period Food Rest pages: 7P Special Baby page (1p), D.14+D.11/12 Non food rest pages: 15P (B-5/A-5/T-5) Top 20 action,Key mechanism: Crazy discount 30-50% off,WAVE I: Mar.27-Apr. 7 , 32P, 12D,Promotion mechanism Wave 1,2020年7月15日星期三,8,DM Wave I Page OrderCrazy disco

5、unt highlighted in 8 pages,2020年7月15日星期三,9,Key mechanism: Buy big get small for free,WAVE II: Apr.8-Apr. 16, 32P, 9D,Theme page: 8P All Grocery 8 groups of “buy big pack get small one for free” with 2 hero items per page, Total 64 groups “buy big pack get small one for free” to cover whole DM period

6、 * Small pack is same item as big pack and at least 30% of big pack capacity Food Rest pages: 7P Special Baby page (1p), D.14+D.11/12 Non food rest pages: 15P (B-5/A-5/T-5) Top 20 action,Promotion mechanism Wave 2,2020年7月15日星期三,10,DM Wave II Page Order Buy BIG get small for free highlighted in 8 pag

7、es,2020年7月15日星期三,11,Key mechanism: 2nd item 50% off as hero & Family discount,WAVE III: Apr.17-Apr. 24 , 32P, 8D,Food pages: 15P 2 Hero items as 2nd item 50% off with 13 pages 6 family discount - 1P Baby page (1p), D.14+D.11/12 Non food rest pages: 15P (B-6/A-5/T-4) Top 20 action,Promotion mechanism

8、 Wave 3,2020年7月15日星期三,12,DM Wave III Page order,2020年7月15日星期三,13,WAVE IV: Apr.25-May. 5 , 32P, 11D,Food pages: 15P 2 Hero items as 2nd item 50% off with 14 pages 6 family discount inserted to normal page Baby page (1p), D.14+D.11/12 Non food rest pages: 15P (B-6/A-5/T-4) Top 20 action,Promotion mech

9、anism Wave 4,Key mechanism: 2nd item 50% off as hero & Family discount,2020年7月15日星期三,14,DM Wave IV Page order,2020年7月15日星期三,15,Objective: To fight with department stores and category killers during peak season Period: Weekend Apr.11-13 Weekend May.1-4 Promotion categories: Summer collection for Text

10、ile Wedding/Kitchen for Bazaar Mechanism: crazy discount Media strategy Newspaper Radio In store communication Detailed guidebook send to store by the end of March.,Non food special Operation in Anniversary,2020年7月15日星期三,16,Outside Banner / 户外挂旗 Light Flag / 灯旗 Main Entrance Banner / 主要入口挂旗 Thematic

11、 Poster / 主题海报 Action Spot / 产品海报 Info board / 信息板 Redemption / 奖品换领处 Scratched card / 刮刮卡 Newspaper template / 报纸稿 Broadcast / 广播稿,Pay attention: P.O.S.M Guidebook please forward to decoration team. Wave 1 Production file will be sent to store at Mar.18. Wave 2/3 /4 Production file will be sent to store around Mar.25,P.O.S.M - Wave 1 & 2,2020年7月15日星期三,17,Outside Banner (1st wav