Pan-promotion and precision marketing - a highly effective marketing case.docVIP

 PAGE \* MERGEFORMAT 6 Pan-promotion and precision marketing - a highly effective marketing case Promotions are an essential part of marketing. But a lot of marketing is not a deep understanding of the planning staff, even someone I met called “xx Top Ten planners in China” and “master planning”, also not immune to committing “massive, futile” error. Below that was the “master planning” in the “pan-promotion” and “precision marketing” between “learn from” one of the cases. [Background] 200x in the second half, white wine season is approaching, Tianjin, like a certain brand of liquor started the Tianjin market, decided to supermarkets, restaurants, a large-scale promotional activities were launched. Two white wine, in the business over the retail price of goods were 38 A Yuan, B goods 88. was counted in Tianjin, the medium price range of liquor. According to group president of master planning to capture the strategic intent of the Tianjin market, in the super channels for the design of a program with a very flood: - Newspaper clippings of activities to spend for gifts. 1, select lt;lt;Evening Newsgt;gt; as the active media release, make a 1 / 4 banner promotional advertisements. 2, the main promotional content is: public spending by cutting down the report to the specified activities can receive a free supermarket B 10 yuan worth of goods loaded model 50ml bottle of wine. I instinctively felt that the program “looks beautiful”, but not neat and smooth, so at the meeting presented their analysis: 1, the target consumer group active participation of groups and activities of dislocation: it was in the business over the retail price of 38 yuan, respectively, for the A product, B product 88, the restaurant was 45-75 dollars of goods A, B merchandise 118-168 yuan (different grades restaurants, at current consumption levels in Tianjin, are mid-priced wine (supermarket best-selling low-end liquor is 10-18 yuan. and as a mid-range wine consumers rarely