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1、Advertising Planning for YAZI SupermarketSubmitted by: 程艳红 Class: 商英02305Supervised by: 蔡蔚 徐辉Foreign Language DepartmentWuhan Institute of TechnologyMay, 2005 Content.Introduction3IIProblem Identification3III Problem Analysis43.1 Current business analysis43.1.1 The financial situation43.1.2 Advertis
2、ing recording analysis53.1.3 Customer profiles53.2 Survey Findings & Analysis53.2.1 Findings (the facts and figures )53.2.2 Analysis63.3 SWOT analysis73.3.1 Strengths73.3.2 Weaknesses73.3.3 Opportunities73.3.4 Threats7IV. Project Design84.1 Project objective:84.2 Action Plan:84.3. People involved:94
3、.4. Costing:94.5 Risk analysis:104.6 Monitoring & evaluation plan:11V. Implementation & Evaluation12VI. Conclusion13Bibliography14Appendix I.15Appendix II.16.Introduction YAZI is a supermarket which mainly sells the articles for daily use, especially the cosmetics. My project is making an advertisem
4、ent for YAZI, because YAZI has neither a refreshing image nor enough customers. If we have an original advertisement, we carry it out with a series of rational and correct steps, then, we will create a refreshing image, enlarge crowd of customers and increase the annual profits by 20% for YAZI.IIPro
5、blem IdentificationYAZI cosmetic supermarket lies in Changjiang stock, it specializes in fashion cosmetics besides the articles for daily use, especially some trademark, such as AVON, Meybelline, OLAY, NIVEA, PONDS, and so on. Because of the infection of the location, the customers are so less that
6、the annual sales value is not good. Also, there is not a refreshing and attractive image for the supermarket to attract the customers and increase the annual profits. As to the problems, this advertising project design has to taken into practice. And we decide to use poster in this project design. A
7、 posters cost can be controlled well. The poster will impact in a wide scope and elongate the advertising time. By the way, it can establish a complete new performance for the supermarket and increate the consumer, also can increase 20% for annual value.III Problem Analysis3.1 Current business analy
8、sis3.1.1 The financial situation The financial performance has improved a great deal since YAZI opened. The revenue in 2004, at 100,000 RMB, increased by 17.6% over the 2003 level of 85, 000 RMB. A total income YAZI gets is 8,000 RMB each month, 3,500 RMB goes out which includes the wages of employe
9、es, the utilities, the rents, and so on. The profits are 4,500 RMB each month. Without 2,500 RMB, the products cost, the net profits is 2,000 RMB. YAZI was granted a loan of 80,000 RMB for starting the business. As of November 30, 2004, 70% of the loan has been paid back. And YAZI will have paid off
10、 the debt by the end of 2005 based on the current cash flow.3.1.2 Advertising recording analysisYAZI plans to invest in the advertisement for 500 RMB. Its the first time for YAZI to make an advertisement in the form of poster. Before this, YAZI advertised by handing out the leaflets in October. The
11、result of that activity is not satisfied very much. Just in the following week after handing out the leaflets, YAZI had more customers than usual. The income of that month was 8,500 RMB, increased by 6%. As one kind of advertisement, the leaflets effect is not obvious. There are not any advertisemen
12、t measures in the other similar shops at present.3.1.3 Customer profilesYAZI specializes in fashion cosmetics besides the articles for daily use, especially some trademark cosmetics, such as AVON, MAYBELLINE, OLAY, NIVEA, PONDS, and so on. So the boss of YAZI hope that the advertisement should be li
13、vely and vivid, so as to draw more young peoples attention. For example, the poster should be written with fashion words and printed with lively colors, such as white, blue, red, orange, and so on.3.2 Survey Findings & Analysis 3.2.1 Findings (the facts and figures )The results of the customer surve
14、ys show that:As to the east and west festivals, altogether 30% of people prefer to Christmas Day, New Years Day is 53.3%and Spring Festival is 16.7%. There are 50% of respondents mentioned that the brand and quality of products in a shop is the most important, 43% is atmosphere of shop, the other 7%
15、 is not care. 53.6% of the respondents are special products and decoration can represent a shops image, 36.7% is service, 10% is others. 60% of respondents preferred to cartoon movie. Others are artistic movies. To the characters effect, 56.7% like the handwritten form, and 43.3% like block letter.
16、3.2.2 Analysis By the results of customer surveys, we know that:Most people like New Years Day, then is the Christmas Day. A half of people think that the brand and quality of products is most important. All of special products, service and decoration can represent a shops image. To a poster, most p
17、eople like romantic and elegant language style. In their opinion, a best poster should include beautiful handwritten form characters, find photography and attractive background. Both cold colors such as blue, purple, white and warm color such as red, orange are OK. If we use the picture in our poste
18、r, we should choose the cartoon firstly.3.3 SWOT analysis 3.3.1 Strengthsl The costs and other expenses of the poster are lower than other forms of the advertisement. Its transmitting method is stable.l The poster can be made in any flexible ways.l The posters have more opportunities in the market.3
19、.3.2 Weaknesses l The content of the poster is limited. The size of words is not too small, the length of a piece of writing is not too long.l Poster is a low class media. Because many people think that the outside media is a low class media.l It gives us disorder feelings.3.3.3 Opportunitiesl The p
20、oster advertisement of YAZI is able to draw more attention than others, because there are not any advertisements in other shops.l It can provide a good surrounding because of the coming New Years Day and Valentines Day.l YAZI needs a poster to create a new image.3.3.4 Threats l The changing of the w
21、eather has a great effect on the poster.l The price of the materials rises, which will lead to increasing the posters cost.l If the words and pictures are not perfect, the effect of the poster will decline.IV. Project Design4.1 Project objective:The objective of the project is to make a advertisemen
22、t for YAZI .We will create a refreshing image and increase the annual profits by 20% for YAZI by making a poster.4.2 Action Plan:It will take one mouth and a half to implement the project when it has been approved.By the end of Week Onel Identify the advertising project with the boss of YAZI.l Do Ma
23、rketing investigation and analysis the customer.l SWOT analysisBy the end of Week Twol Identify advertisement planl Buy painting materials and organize the advertisementl Employ the writer and drawerBy the end of Week Threel Control the costl Analysis the riskBy the end of Week Fourl Make the poster
24、 l Communicate with the drawerl DrawBy the end of Week Fivel Communicate with the writerl Writel Accept the poster By the end of Week Sixl Negotiate with the boss again and hand over the posterl Revise the poster l Finish 4.3. People involved:Name positionResponsibilityCotty LiPlanner Charging all t
25、he processMarry ZhangwriterWriting the wordsLisa Wang DrawerDrawing the pictureViolet Cheng EditorEdition 4.4. Costing: Costs of Raw material: The materials cost would be RMB 120.Paper 30Painting tools 60Color 30Costs of time and labor: The cost of time and labor would be RMB 200.Drawer 100Writer 10
26、0Contingency allowance: The contingency allowance would cost RMB 50. Revise 50TOTAL COST OF PROJECT: RMB 3704.5 Risk analysis: Before putting the plan into practice, the management finds the following problems might affect the successful completion of the project. These problems, also called risks,
27、generally fall into three categories.l People-related:The posters effect doesnt reach the requirement.l Time-related:The drawer and the writer dont finish the work in time.l Product-related:Painting tools quality is low.The colors hue is not good enough.Since its impossible to eradicate all these ri
28、sks, we have to control and manage them. Now, we have thought of three measures.l Try to avoid the risks, i.e. to communicate with the writer and drawer in order to make them understand requirements of poster better. So we could get a ideal poster.l Prepare alternatives beforehand in case the danger
29、s actually happen, for example: identify two different dates for publicizing poster. If employees didnt finish their work in time, we can put off the publicizing date.l Set aside a certain percentage of the total budget as contingency allowance to take ac-count of the unexpected risks, for example:
30、to revise the poster expense.After the risk analysis, we think one more item should be added to the total costs:l Revise RMB 504.6 Monitoring & evaluation plan: We have already produced the two main things necessary to monitor the project. They are the Project Framework and the Flow-chart of activit
31、ies with timings. A very useful thing that we should do while the project is in progress is to keep a Project Master File. This should contain copies of all the documents we prepared while planning the project, but should also contain a record of all meetings and decisions that are taken as the proj
32、ect proceeds. In effect it acts as a kind of diary of the project so that we can keep track of changes, etc.V. Implementation & Evaluation It is certified by the conclusion; this advertising planning is successful completely. Before we carry out this project, the revenue of YAZI in 2004 is 100,000 R
33、MB, and a total income is 8,000 RMB each month. After we put up the poster, the income of first semester in 2005 is 58,200 RMB; a total income is 9,700 RMB each month. Profits rose by 21% than 2004.Before we carry out this project, YAZI hasnt a refreshing image, and hasnt enough customers. The post
34、gives YAZI a refreshing image. By visiting the main customers, we have known that, YAZI is not only a shop, it represents a kind of fashion. YAZI is a fashionable place for shopping.This advertising design project is successful, its not only reflected by the enlarged customers, established refreshin
35、g image but also reflected by the raised 21% annual profits. ActionCheckingReason forSolution measured to takeNegotiate withbossComplete/Marketing investigationComplete/SWOT analysisComplete/Identify the advertise projectComplete/Identify the advertise planComplete/Organize the advertisementComplete
36、/CostingComplete/Risk analysisComplete/Make the posterComplete/Hand over the posterComplete/ReviseNot doneThe poster is made well, it neednt to be revised./Hand over the poster the last timeNot done/VI. Conclusion It is certified by the conclusion; this advertising planning is successful completely.
37、 Before we carry out this project, the revenue of YAZI in 2004 is 100,000 RMB, and a total income is 8,000 RMB each month. After we put up the poster, the income of first semester in 2005 is 58,200 RMB; a total income is 9,700 RMB each month. Profits rose by 21% than 2004. Before we carry out this p
38、roject, YAZI hasnt a refreshing image, and hasnt enough customers. The post gives YAZI a refreshing image. By visiting the main customers, we have known that, YAZI is not only a shop, it represents a kind of fashion. YAZI is a fashionable place for shopping.This advertising design project is success
39、ful, its not only reflected by the enlarged customers, established refreshing image but also reflected by the raised 21% annual profits.Bibliography1. Hilton, J. & X. Xian (2002) Practical Business Project and Proposal Design Beijing: China Central Radio & Television University Press2. J. Paul Peter
40、 & James H. Donnelly, Jr. “New product Planning and Development.” Marketing Management Knowledge and Skills 5th ed., Mc Graw-Hill3. Philip Kotler, “Develop New Products” Marketing Management (Millennium EditionTenth Edition), Prentice Hall4. World Class English For Business Book1, China Central Radi
41、o & Television University Press5. Appendix I. FLOWCHART SHOWING CRITICAL PATHMarketing investigationIdentify the advertisement Buy painting materials Employ writer and drawerMake the poster Negotiate with boss Identify the advertisement planHand over the posterRevise Hand overAppendix II. FOLWCHART
42、SHOWING CRITICAL PATHWEEK 1WEEK 2WEEK 3Negotiate with bossIdentify the advertisement projectRisk analysis Marketing investigationOrganize the advertisementSWOT analysisEmploy writer and drawerCostingWEEK 4WEEK 5WEEK6Negotiate with boss again Make the poster Revise Communicate with the employees Writing and drawingHand over
