家乐福周年庆方案.ppt

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* * * * * * Carrefour 13th anniversary stores guidebook * * SUMMARY 13th anniversary campaign Objective Concept Communication plan Promotion mechanism by 4 waves National activity POSM guidebook Lucky draw prize process * * Objective To CRF: - Simple and strong promotion 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! * * Concept wave 1 wave 2 wave 3 wave 4 DM Period 3/27-4/07, 12D 4/8-4/16, 9D 4/17-4/24, 8D 4/23-5/5, 11D DM Size A4x32P A4x32P A4x32P A4x32P Promotion Mechanism Food Crazy discount 30-50% off Buy big package free small 2nd item 50% off + Family discount 2nd item 50% off + Family discount Non food - Top 20 action - NF Special operation - Top 20 action - NF Special operation - Top 20 action - NF Special operation - Top 20 action - NF Special operation Activity Lucky draw (Scratch Card) Lucky draw (Scratch Card) 1) Lucky draw (Scratch Card) 2) Coupon issuing & redemption 1) Lucky draw (Scratch Card) 2) Coupon redemption * Lucky draw (Scratch card) issuing up to 30 RMB Millions in prizes to 400 shoppers-winners everyday during 40 days. * * 4 DMs, 5 Fresh leaflets, local mass media Communication Plan - April * * 4 DMs, 5 Fresh leaflets, local mass media Communication Plan - May * * Theme page: 8P, All Grocery 8 crazy discount with 2 heroes per page, total 64 crazy 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 * * DM Wave I Page Order Crazy discount highlighted in 8 pages * * 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

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