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Promotion Planning Guide - English

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Promotion Planning Guide - English

    Promotion Planning

    2002/1/7

    Mr. Song Jianzhong

    I. Promotion products: Space7-A9310A9410

    II. Time: Jan 11Jan 20, 2002

    III. Purpose:

    1. To project HA product image in some of the stores; to strengthen then terminal

    publicity capability.

    2. To eliminate the difficulties in sales of Space 7 in some of the stores.

    3. To test the ability of the PCC and relative staff in the reform, find out the

    weaknesses.

    4. Make a summary and decide the procedure of the promotional actions for the

    future.

IV. Place

    1. Plan: 6 stores in Guangzhou cityGangWan Huangpu store, (Jianshe, Wuyang, Dongpu)

    ShunMingCheng, (shipai, XiaDu)DaiNeiJia;

    2. Decision: (Mr. Chen Yibin will lead the appointed members of the group and sale reps to

    thdecide the definite place (stores) and other conditions by Jan 5.)

    V. Methods:

    1. Emphasize on the free standing piling up. Overwhelming POP.

    2. To sell the products and give away gifts through face-to face introduction.

    3. At the meantime, hold an Solicit Articles activity titled ―details make women perfect‖ to

    attract more consumers (notes: manager of sales Dept. agreed to set the deadline of the

    activity to Jan 30)

    VI. Preparation for promotional materials (see attached for details) VII. Promotion sales goal: 50 packs for day-used and night-used respectively every day

    for each promotion store.

VIII. Budget:

    1. Rent of the place: (Rmb)

    2. Salary: for all current PCC

    3. Promotional materials cost: (Rmb)

    4. Uniform and badges: (Rmb)

    5. Advertising: (explain the reason why invest in it or not) IX. About giveaways

    1. 2 bonus packs for those buy ―Anerle‖ napkins (10/pack) or ―Anerle‖ panty-liners

    (20/pack).

    2. 1 bonus pack for those who buy ―Whisper‖, ―Sofy‖, ―Carefree‖, and ―‖.

    3. Give away printed ads.

    4. Those who buy Space 7(1 pack) can choose on of the followings: advertising

    pen, cosmetic mirror, key purse, clip.

    Those who buy Space 7(2 packs) can choose from the followings: handbag,

    casket, and card pack.

X. Display criteria:

    Stores are required to put on promotion booth, advertising image board and provide freestanding piling-up or extra shelves on the sides of normal shelves for HA Products.

    1. shelf arrangement: for A9310A9410--at least 6 for each. day-used on the

    top, then the night- used. All on the best place.

    2. Free-standing piling-up: at least 1 square meter

    3. Side-shelves display: five-tier shelf, upper 2 for day-used napkins, the rest for

    night-used, if possible, put POP on the shelf.

    2. Promotional materials display:

    i. Booth and image board at the entrance, samples and gifts samples on the booth,

    Space 7 poster (enlarged) on the front of the booth, put an advertising picture on top

    of the booth.

    ii. Giveaways advertisement details board must be put on the freestanding piling-up or

    side shelves.

    iii. Samples must be put on the piles, side shelves or product shelves. iv. Printed ads must be put on the shelves and piles.

    v. Posters put at the bottom of the piles or on the wall near to the products.

    XI. Personnel arrangement:

    Arrange 2 PCC, one at the entrance, one at the where the products are displayed. The PCC at the entrance greets the consumers, introduce HA products, explain the activity and try to arouse their interests to buy. She also takes care of the giveaways and daily report. 1. The PCC in-store should arrange the shelves, make order to fill the shelves, draws the attention of the consumers and be in charge of the promotion. (See ―work procedure

    brochure‖ for details)

    Notes:

    1. During the promotion, all the promotion activities for “Hearttex” must be stopped.”

2. For the delivery to indirect sales stores, sales Dept. should negotiate with the

    distributors about the supply. Sales Dept. should make sure all the shelves are filled

    3. Sales Dept. should arrange the 2 PCC for the promotion in stores. All the PCC in the

    cities should take turns to work.

    4. Provide special training to the PCC for this promotion. (Training on DEC 26th, 2001;

    and one to be on Jan 9, 2002)

    current inventory enough for *Preparations for space 7 promotional materials

    the selected 6 stores

    Item Quant. GZ Balance Executor Provider Time

    inventory

    Poster (small) 20 20 0

    Image board 17 10 7 Mr. Tang H.Q By Jan 8

    Product 100 100 0 presenting board

    Promotion 100 100 0

    message board

    Poster (large) 255 0 255 Mr. Tang H.Q By Jan 8

    Booth 20 20 0

    Ads pen 1000 1000 0

    Clip 600 600 0

    Key purse 1000 1000 0

    Cosmetic mirror 1000 1000 0

    Handbag 2000 1000 1000 Mr. Tang H.Q By Jan 8

    Casket 500 500 0

    Card packs 1000 0 1000 Mr. Tang H.Q By Jan 8 Printed poster 10000 0 10000 Mr. SongSelf-made Draft-Jan sheets 2; finished details?、

    Mr. Tang by Jan 8 cancelled

    (produce)

    Bonus pack 520 87 410 Mr. Xu By Jan 8 250 cartons

    from

    ShenZhen Uniform 34 20 14 Mr. Tang By Jan 8 Badge 34 34 0

    PCC Work Procedure ; Goal

    1. Let female (aged from 14-30) know more about the features of Space 7 through

    introduction.

    2. Introduce the activity: how can consumers get the gifts and details about the Solicit

    Articles activity

    3. Try to increase sales in the stores.

    ; Details of the activity

    1. Time:

    Monday to Friday: 2pm21pm;

    Suppertime: 6:00pm6:30pm

    Sunday, Saturday: 10am9pm (10:0010:30, preparation);

    lunchtime: 1pm1:30pm

    Suppertime: 6pm6:30pm

2. Content:

    Hand out the printed ads. Put the ads on the checking desk, and promotion booth.

    (Cancelled)

    Product presentation:

    1) Introduce feature Space 7 using the sample board

    2) Demonstrate the 7layer structure of Space 7and its virtues. Give away explanation:

    1) 2 bonus packs for those buy ―Anerle‖ napkins (10/pack) or ―Anerle‖

    panty-liners (20/pack).

    2) 1 bonus pack for those who buy ―Whisper‖, ―Sofy‖, ―Carefree‖, and ―‖.

    3) Those who buy Space 7(1 pack) can choose on of the followings: advertising

    pen, cosmetic mirror, key purse, clip.

    4) Those who buy Space 7(2 packs) can choose from the followings: handbag,

    casket, and card pack.

    Solicit Articles activity (details):

    Please write about the real experience on ―how detail makes you perfect‖ in any

    types of literature. (500 words) and mail it with your personal information and a sign of

    the Space 7 pack to us, you will have the chance to be titled ―Detail perfect lady‖:

    Champion: 1--- one diamond ring (3500rmb) and the chance to be cover girl of the

    advertising ―Perfect Detail ‖brochure

    Runner-up: 2---JVC mini stereo multi-media player and the chance to be cover girl

    of the advertising ―Perfect Detail ‖brochure

    Prize for excellent work: 10----Samsung MP3 player

    Prize for participating: 1000---Space 7 2 packs (day use and night use)

    Note:

    th1. Deadline: Jan 30, 2002.

    2. Please mail to: Anerle Brand team, HengAn Sales department HengAn Industry

    center, AnHai, Quanzhou, Fujian Province (Zip code: 362261).

    3. E-mail: Markting@mail.hengan.com.cn

3. Promotional materials allocation

    a) Standard and tidy uniform.

    b) Put the booth and image board at the entrance of the store. c) Presentation prop: product samples, giveaways ads. d) Printed ads. (cancelled, replaced by company’s propagandistic articles)

    e) Posters.

    f) Other giveaways.

    ; Product structure and features

    a) 7 layers---dry weave web, non-woven fabric, paper, bumf, wood pulp and S.A.P

    mixture, bumf, bottom sheets

    b) Functions- anti-bacteria, instant absorption, elasticity, high absorbability, prevent

    side leakage, comfortable.

    ; Image requirements (refer to training requirements) ; Working procedure (see attached # 1, # 2)

    Attached #1

    PCC (outside the stores) daily working procedure:

    Prepare promotional materials and

    products display

    ?

    Greet the consumers (smile, “Welcome! I am the PCC of HA Holdings”)

    ?

    Hand out ads sheets (please take a look. Now if you buy HA new products, you can get some gifts and if you participate in our solicit articles activity, you will have the chance to win a diamond ring that worth

    3500rmb)

    ?

    Sample introduction (show the consumer the structure of Space 7and tell them the features and

    functions)

    ?

    Explain how they can get gifts or bonus packs/ persuade them into buying (why not just

    take this opportunity now during the promotion?)

    ?

    Tell them about the solicit article activity/encourage participation (you’ve got a chance to

    win one diamond ring…)

    ?

    Hand out largess/trial packs…

    ?

    Sort and count the promotional

    materials and keep the statistics

    ?

    Keep the

    promotional materials

    ?

    Report to the supervisor about the daily sales and giveaway; order to fill the

    shelves if necessary

# 2

    In store PCC working procedure

    Prepare promotional materials and

    products display

    ?

    Greet the consumers (smile, “Welcome! I am the PCC of HA Holdings”)

    ?

    Hand out ads sheets (please take a look. Now if you buy HA new products, you can get some gifts and if you participate in our solicit articles activity, you will have the chance to win a diamond ring that worth

    3500rmb)

    ?

    Sample introduction (show the consumer the structure of Space 7and tell them the features and

    functions)

    ?

    Explain how they can get gifts or bonus packs/ persuade them into buying (why not just

    take this opportunity now during the promotion?)

    ?

    Tell them about the solicit article activity/encourage participation (you’ve got a chance to win one diamond ring…)

    ?

    Hand out largess/trial packs…

    ?

    help the consumers pack the products(smile) “Thank you for your attention. Nice have meeting you. Hope to see you again… ”

    ?

    Sort and count the promotional

    materials and keep the statistics

    ?

    Keep the

    promotional materials

    ?

    Verify the quantity of the giveaways and sales with PCC out of the store

    ; Disciplines

     Discipline Violation penalty Note

    01 Abide the store mgt regulations Fine Twice violation:

    dismissed

    nd02 Arrive 20 earlier, do not early Fine: 50 for being : 100 rmb; 2

    rdlate/leaving early for the 3: will be dismissed

     time1st

    03 No leave during promotion (exception Taking leave without

    allowed) permit is considered

    Absence from work

    04 No absence from work Dismissed

    stnd05 Not handing in report in time Fine: 30rmb for the 1 2: 50 rmb;

    rdtime 3: will be dismissed

    nd06 Not allowed to do things other than Fine: 20 rmb for each 2: 50 rmb;

    rdpromotion while on duty 3: will be dismissed

    nd07 Not abiding the rules of giving out the Fine: 20 rmb for each 2: 50 rmb;

    rdlargess (more, less, mistake, etc.) 3: will be dismissed

    nd08 Privately give out/possess gifts/ trial packs Fine: 50 rmb for each 2: dismissed

    nd09 Off duty without reason (except unavoidable Fine: 20 rmb for each 2: 50 rmb;

    rdreasons./Force majeure) 3: will be dismissed

    nd10 Paying attention to Appearance and manner Fine: 50 rmb for each 2: dismissed

    nd11 In-time filling-up of the goods/ shelves Fine: 50 rmb for each 2: 100 rmb;

    rd3: will be dismissed

    (Exception: caused by

    the company)

    nd12 Products display, tidiness Fine: 20 rmb for each 2: 50 rmb;

    rd3: 100 Rmb

    nd13 Put lunchtime ahead of schedule/ delay Fine: 20 rmb for each 2: 50 rmb;

    rd3: 100 Rmb

    Daily Promotion Report

    Date Largess/gifts given out Competitive product Sales of Space 7

    users (received gifts)

    Pen Clip Key CosmetHandbCasket Card Single HandkWhCarSofA93 A94 TotaLa

    purse ic ag pack trail erchief ispeefrey l uri

    mirror pack r e er

    (Space

    7)

    11 12 13 14 15 16 17

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