大润发超市策划方案.doc

专业“天天大润发, 日日福气发”赣州大润发超市策划方案姓名:罗庆荣专业:广告 082 学号: 17号-1- 内容提要大润发超市 2010 年底在赣州拔力而起,成为华东地区江西最大超市,其总面积约为 3700 0㎡,其规模不仅是赣州乃至江西省之最,且其提供的产品种类也是最为繁多。作为新时期的进入军,大润发超市“纵观赣州风云(赣州超市), 窃听赣州风声(顾客),永做王者雄霸“。大润发超市的目标可以分为核心与基础两部分,核心:成赣州超市市场的雄霸(领头人) ,基础:让顾客微笑而来,高兴而去,真正的做到,大润发,相伴到永远。为顾客提供品种齐全与物美价廉的商品,为顾客提供最优质的服务不断努力。大润发超市,通过实际行动,打造专业的服务团队,为顾客的每一点需要, 让消费者倍感每一份温暖,让他们体验到:选择大润发,拥有好生活,日日好福气。提供最快最优的服务,为成为消费者最理想的指南针,成为超市市场的雄霸(领军人物):①在不断努力付出的同时,不断总结经验,接受消费者的每一点建议。②在迎接每一个挑战的同时,也抓住每一次所到来的机遇。③在不断开发新市场的同时,也不断巩固拥有的市场。大润发超市,此刻响起冲锋的号角,要成为赣州超市市场的胜利军,成为赣州超市市场雄霸(领头人) ,让福气散播在每一个选择大润发的顾客家中,让福气弥漫在江西之南赣州。-2- 目录第一部分——纵观赣州风云(赣州超市) ,窃听赣州风声(消费者) (一)好地方,好市场,显大牌···································4 (二)竞争者---- 对手(超市)众多,强手堪少·····················5 (三)消费者---- 不满现状,期待超越·····························6 (四)大润发---- 赣州超市的“巨(聚)合塔”······················7 第二部分营销提案一、开业宣传,震撼全市(一)开业横幅,使人震撼·······································8 (二)借事件宣传——权威人士致词·······························8 (三)汽车派队,轰动全市·······································8 (四)一分钟抢购,心动不如行动·································9 (五)炫丽礼花,点亮夜空·······································9 二、大润发,福气发(一)节日“福气”主题营销····································· 10 1、中秋团圆是福气,大润发选购福上加福························· 10 2、国庆共欢庆,人们皆有福····································· 10 3、春节有喜,喜从福来········································· 11 4、相见是缘分,相爱是福气····································· 12 (二)福不降价,会员制获特许权································· 12 (三)建立自身网站,维护大润发超市与供应商良好关系············· 12 (四)与强势品牌供应商联合····································· 13 (五)设立顾客信息反馈箱与顾客信息解答箱······················· 13 (六)赞助公益活动············································· 13 第三部分创意提案(一)报纸广告················································· 14 (二)公交车车站台广告········································· 15 (三)户外立体广告(长*宽=150*90 ㎝2)·························· 15 -3- 第四部分媒介提案一、主流媒体广告············································ 16 ?公交车内部电视··········································· 16 ?报纸····················································· 16 二、其他媒体广告························