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1、1,Commercial Team,How do we promote?我们如何促销？,2,Commercial TeamHow do we promote?,Marketing Role 市场角色Marketing Strategy 营销战略EDLP,Easy Buy,etc.天天低价，“省更多”等Tab Selection/Production 海报选择/制作Printing cost印刷成本 Promotional plan 促销计划 Merchandise Calendar 商品月历 Signage/Banner 广告牌/旗帜 PR 公共关系,Promote促销,3,Commercia
2、l TeamHow do we promote?,Marketing Strategy 营销策略:天天低价 天天低价是易初莲花定价的宗旨，天天低价的价格低而稳定，顾客不需等待促销大减价，在任何时候来易初莲花都可享受到低价给你带来的实惠。特价商品 除了在货架有陈列的日常商品之外，我们还一次性采购一些特别的商品，以很低的价格出售，增添你的购物乐趣。让利商品 除天天低价商品外，易初莲花还对特定商品在特定时间内降价促销，给顾客带来意外的收获。WOW 这是易初莲花精心准备的品牌商品，以难以置信的低价来激发你的购买欲望。好品牌、好质量、好价格，令人惊叹:“Wow!”,Promote促销,4,Commerc
3、ial TeamHow do we promote?,Marketing Strategy 营销策略:口强 易初莲花为降低顾客的生活费用而努力，因而我们会把经营环节中节省的费用直接让利于顾客，商品售价更低，帮助顾客真正省到家！定牌商品 是易初莲花为您特别准备的商品，由指定专业厂商生产，经过严格质量检测后，直接上货架销售，省却流通环节费用，并将节约的成本直接让利于顾客，价格更低，质量保证！很合算 这是易初莲花强力推荐的品牌商品，以富有吸引力的价格，帮助你做出购买决定。好品牌，好质量，好价格，令你心动。,Promote促销,5,Commercial TeamHow do we operate?,P
4、romotion Plan 促销计划:1.Merchandising Calendar 采购日历-Yearly Plan/Quarterly review 年度计划/季度回顾,Promote,It is the whole year plan activities 全年计划活动1.Lotus last year activity易初莲花去年活动-Tab Information 海报信息:Normal Tab and special tab 常规海报和特别海报-Companys activities 公司活动:-All the sales promotions in the year 该年度所有
5、促销活动-All anniversary and grand opening program 所有周年庆和新店开张活动安排-In store promotion and out door promotion 店内促销和户外促销,6,Commercial TeamHow do we operate?,Promotion Plan 促销计划:1.Merchandising Calendar 采购日历-Yearly Plan/Quarterly review 年度计划/季度回顾,Promote,2.Market&Competitor 市场和竞争对手-Competitors Tab and their
6、 activity 竞争对手的海报和他们的活动-Market new line 市场动态3.Vendor Co-promotion 供应商联合促销,7,Commercial TeamHow do we operate?,Promotion Plan 促销计划:1.Merchandising Calendar 采购日历-Yearly Plan/Quarterly review 年度计划/季度回顾,Promote,Event:Sample-Back to School,Bedding Fair,etc主题活动：范例-开学，床上用品展销会，等Holiday:Sample Chinese New Ye
7、ar,Labor Day假日：范例-春节，劳动节Seasonal:Sample-Summer,Winter,New Year季节：范例-夏，冬，新年Vendor Co-Promotion供应商联合促销:Sample-P&G Promotion week,Kodak Fair 范例-宝洁促销周，柯达展销会 In Store Promotion 店内促销:Anniversary周年:Company Anniversary 公司周年庆Grand Opening 新店开张:Tian Shan G/O,King Hill G/O天山店，正大广场店,8,Commercial TeamHow do we o
8、perate?,Promotion Plan 促销计划:1.Merchandising Calendar 采购日历-Yearly Plan/Quarterly review 年度计划/季度回顾2.Special Program 特别行动计划-3 Monthly/Monthly plan-3个月/每月计划,Promote,Special Program特别行动计划 Demo 展示:In Store Promotion 店内促销 Competitor Reaction 对付竞争对手-Special Activity特别活动:Sample-Truck Load Sale 广场销售范例-Multi S
9、aver MSV-Movie-Character(Tarzan)电影-角色（泰山）,9,Commercial TeamHow do we operate?,TAB Effectiveness 海报作用To be the effective tool to emphasize our EDLP concept,build up LOTUS image.强化天天低价概念的有效工具，树立易初莲花形象To be the most effective tool for vendors to promote their merchandise.成为供应商推广他们商品的最有效工具To be the tool
10、 that can support our Merchandising team to achieve its goals.成为支持我们采购队伍实现目标的工具,Promote,10,Commercial TeamHow do we operate?,How to make“TAB Effectiveness”如何发挥“海报效应”Improve Tab content/program 改进海报内容/活动Emphasize on Tab selection process 强化海报选择过程Use and develop BIR program in item selection meeting.在
11、商品选择会议上使用和发展BIR程序Experienced committee in selection meeting ie.President,SEVP 在选择会议上出席有经验的委员，如总裁，SEVPUse historical data to be support information for select items.使用历史数据来作为商品选择的支持信息Develop new idea special tab to create differentiation 开拓新思路-创造差异化的特别海报,Promote,11,Commercial TeamWork Flow,Marketing市
12、场部,Create Promotional Calendar创建促销日历,Merchandise商品部,Vendor供应商,Promotion Plan促销计划,Supply Chain供应链,Update Master/Create New item更新主文档/创建新商品,Prepare Document准备文件-Item Listing商品列表,Operation营运,Review复核,Tab-Theme/Allocation海报主题/布置,Prepare Item/Funding准备商品/费用,Implement Plan 执行计划,Download data for 3.17*下载数据
13、,Tracking跟踪-3.17*,Reorder重新订货-3.21*,Selection Process选择过程,Prepare Package预先准备包装,Signage/Banner广告牌/旗,QTR,Note:3.17-Promotion item list促销商品清单/3.21-,12,Commercial TeamWork Flow,Marketing市场,Create Promotional Calendar创建促销日历,Merchandise商品,Vendor供应商,Promotion Plan促销计划,Schematic商品陈列,Approve by Merchandise Head由商品部负责人批准,Operation营运,Review复核,Prepare Instore promotion request form准备店内促销征询表,Signage/Banner广告牌/旗,QTR,Find the space and prepare layout找到空间，准备布局,Approve by SVP由SVP批准,Consolidate request form汇总征询表,Prepare package to store准备资料给店,Implement Plan执行计划,Recheck at each store在每家店复查,
