創(chuàng)新促銷提升樂天木糖醇無糖口香糖品牌知名度

PAGE2-ImprovingtheBrandAwarenessofLOTTEXYLITOLSugarfreeGumwithCreativePromotionsAthesissubmittedinfulfillmentoftherequirementsofthedegreeofBachelorofArtsTheInstituteofOnlineEducationBeijingForeignStudiesFinalVersion北京外國語大學網(wǎng)絡教育學院學士學位論文誠信聲明本人鄭重聲明：所呈交的學士學位論文，是本人在導師的指導下，獨立進行研究工作所取得的成果。論文所涉及的項目為本人親自負責或者參與實施的項目。除文中已經注明引用的內容外，本論文不含任何其他個人或集體已經發(fā)表或撰寫過的作品成果。本人完全了解本聲明的法律結果由本人承擔。學士學位論文作者簽名：***日期：20年月日

論文摘要樂天（中國）食品有限公司主要從事糕點、糖果、兒童食品、飲料的開發(fā)、生產和銷售。從建立至今，樂天（中國）始終以先進的技術、優(yōu)質的原料、發(fā)達的設備為出發(fā)點，向品質第一的目標奮進，木糖醇無糖口香糖一直是樂天在中國市場的主打產品。根據(jù)相關機構對木糖醇無糖口香糖的市場調查結果顯示，益達無論從市場占有率還是知名度來看，已在市場上占有領導地位，遙遙領先于其它競爭對手，而且正在加速擴大自身市場占有率和提升品牌知名度。激烈的市場競爭迫使樂天必須及時采取有效手段，盡快提升自己的品牌知名度。傳統(tǒng)的促銷方式已不能滿足樂天對提升品牌知名度的迫切要求，采取新穎的、為廣大消費者接受并喜愛的促銷方式才能夠在激烈市場競爭中突破自我。本論文談及的項目通過與迪斯尼（中國）公司強強聯(lián)手，共同開發(fā)設計為廣大消費者所喜愛的產品外包裝，而不同于此類產品的傳統(tǒng)包裝外觀，以及對促銷人員培訓，使其掌握促銷技巧并了解產品知識，將樂天品牌有效傳達給消費者，同時在北京主要四家大型超市進行四周現(xiàn)場促銷活動，從而進一步提升樂天木糖醇無糖口香糖的品牌知名度。本論文項目前期通過目標客戶的問卷調查、SWOT分析法，執(zhí)行小組討論等研究方法找出此次促銷項目的目標方向。在項目執(zhí)行中期，采取《項目時間表》，《項目進展清單》，《項目構架表》等形式檢查和保證項目如期進行并完成。在后期項目評估階段，主要采取對消費者的再次問卷調查，促銷結果討論等形式對項目執(zhí)行前后品牌知名度對比進行評估。經過項目執(zhí)行前期對品牌知名度的實地調查和對項目流程切實可行的設計，中期按《項目時間表》執(zhí)行，保證項目順利進行，以及后期對項目的評估，此次為期八周的促銷項目順利完成并取得了預期效果。通過此次提升品牌知名度項目的實施，我們同時意識到，只通過改變產品外包裝和大型超市現(xiàn)場推廣還很有限，通過更多媒體把樂天品牌傳達給消費者將成為公司一個重要品牌戰(zhàn)略。我們相信通過不斷的努力和創(chuàng)新，會有更多人知道樂天，并選擇樂天。AbstractLOTTE(China)FoodCo.Ltd.,abeverageandconfectionerymanufacturer,hasbeeninChinaformorethantenyearssince1994.XYLITOLsugarfreegumisLOTTE’smainlypromotedproducttocompeteinthemarketwhichhasagreatpotentialfordevelopment.EXTRAistheleadingoneinthemarketofsugarfreegumintermsofmarketshareandbrandawareness,anditisexpendingitsmarketsharerapidly.ThefiercercompetitionforcesLOTTEtoimmediatelytakecreativeandeffectivewaystopromoteitsbrandawarenessandcompeteinthemarket.ThisBAdegreepaperpresentsadetailedreportofaprojectimplementedtosolvetheproblemthatLOTTEXYLITOLsugarfreegumishavinglowerbrandawarenesscomparingwithitscompetitorsinBeijing.ItishypothesizedthatifweconductacreativepromotionbyformingstrategicbusinessalliancewithDisney(China)topackageLOTTEXYLITOLsugarfreegumwithcreativeDisneycartooncharacters,andimprovingpromotiongirls’competencies,theirsellingskillsandproductknowledge,thenwecanimproveLOTTEXYLITOL’sbrandawarenessinBeijing.Soaneight-weekpromotionprojectwaslaunchedtoprintfavoriteDisneycartooncharactersontheoutsideoftheproducts’packagingbottles,promotetheproductsinthefourpopularsupermarketsinBeijingandimprovepromotiongirls’competencies.Scientificresearchmethodsofcustomersurvey,suchasface-to-faceinterview,questionnaires,brainstormingandSWOTanalysiswereusedintheidentificationandanalysisoftheproblems.Activityflowchartwithtimescale,projectframeworkandprojectprogressivechecklistwereusedtomonitortheprojectimplementation.Withtheendeavorofallourprojectmembers,wehaveachievedourgoalsuccessfully.Theconsumershavebeendeeplyimpressedbythepromotionandthebrandname.Asthesametime,thesalesrevenueincreasedrapidly.TheresultoftheprojectshowsthatcreativepackagingofDisneycartooncharactersandpromotiongirls’competentsellingcapabilityareeffectiveapproachestoimprovebrandawareness.TableofContentsPage1.

Introduction...……………….12.SummaryofthePreliminaryResearch………………...32.1Company’scurrentsituation………32.2Needsandwantsanalysis…………..42.3SWOTanalysis…………53.ProjectObjectiveandHypothesis………83.1Projectobjective…………..83.2Projecthypothesis……………………94.ProjectRationale…………..95.ProjectDesign……………...115.1Planningofactivities……………………115.1.1Activitiesplannedtotakeplace115.1.2Criticalpathoftheplannedactivities………155.1.3Time-scaleofactivities185.1.4Peoplei205.2Costanalysis…………..215.3Riskanalysis…………...225.3.1Thepotentialrisksa225.3.2Protectivemeasurestobetaken236.ProjectImplementationandMonitoring………………..256.1Generalintroductionoftime,place………………..256.2Theworkingstepsofimplementation…………….256.3Monitoringoftheproject…………………267.ProjectFindingsandDiscussion………277.1Evaluationoftheproject…………………277.2Dataanalysis………………287.3Resultsdiscussion……………………308.Conclusion………………….31Bibliography…………………..33Appendix=1\*ROMANI:ConsumerQuestionnaire……..34Appendix=2\*ROMANII:ActivityFlowChartwithTime-scale……….35Appendix=3\*ROMANIII:TheProjectFramework……..35PAGEPAGE15ImprovingtheBrandAwarenessofLOTTEXYLITOLSugarfreeGumwithCreativePromotions1.IntroductionLOTTE(China)FoodCo.Ltd.wasinvestedbyJapaneseLOTTEGroupandKoreanLOTTEGroupandwasestablishedin1994inChina.Itisengagedinproducingandsellingofcookies,sweetsandbeverageandnowithasbecomeoneofthemostpopularbrandsintheseareas.Asthemarkethasagreatpotentialfordevelopment,thecompetitionisbecomingfiercer,especiallyinthefieldofXYLITOLsugarfreegum.LOTTEXYLITOLsugarfreegumisoneofthemainproductsofLOTTEtocompeteinChinamarket.However,itisfarbehindtheleadingbrand–EXTRAintermsofmarketshareandbrandawareness.Inaddition,EXTRAhasbeenexpendingitsmarketshareandimprovingitsbrandawarenessinarapidspeed.IfLOTTEtakesnoactiontocompetewithEXTRA,LOTTEwilllosemoremarketshareanddecreaseitsbrandawareness.Atraditionalmarketingpromotioncanonlymakeanormalinfluenceontheproduct.LOTTEneedsacreativepromotionwhichcanbringanewimageofitselftoconsumersandincreaseitsmarketshareassoonaspossible.FormingstrategicbusinessalliancewithDisney(China)isawin-winstrategytopresentconsumerswithabrandnewimageofLOTTEXYLYTOLsugarfreegumbyprintingthosepopularDisneycartooncharactersonthebottleandatthesametimepromoteDisneybrandimagethroughpublicizingonconsumerdaily-usedproducts.ItishypothesizedthatthebrandawarenessofLOTTEXYLITOLsugarfreegumcanbeincreasedinBeijingmarketbyprintingthosefavoriteDisneycartooncharactersontheoutsideofthebottlesandholdingawell-organizedpromotionincludingpromotiongirls’competencyandtheirwell-trainedsellingskillsinthepopularsupermarketsinBeijing.Therefore,aneight-weekpromotionprojectfromFebruary26,2007toApril22,2007waslaunchedtoformthebusinessalliancewithDisney(China),designthecreativepackagingandconducttheonsitesupermarketpromotion.Aseriesofactivitieswasplannedandcarriedout,includingconductingmarketsurvey,brainstormingamongthemarketingteamandpresentingthepromotionplanforseniormanagement’sapproval,formingstrategicbusinessalliancewithDisney(China)tobeauthorizedforprintingDisneycartooncharactersonourproducts,preparingpromotionalmaterials,signingagreementwithsupermarkets,conductingtrainingforthepromoters,implementingonsitepromotion,collectingsalesresultfromsupermarketsandevaluatingtheeffectivenessofthepromotionproject.ThetotalcostoftheprojectwasRMB153,264.00includingrentingthefoursupermarkets,designingandproducingthegifts,designingandproducingthebooths,promotiongirls’paymentandtransportationfee.Theresultoftheprojectshowsthatthesalesvolumehasraised87%totallyamongthefoursupermarketsinBeijingand102%moreofconsumersinterviewedattheendoftheonsitepromotionhaveacceptedLOTTEastheirfirstchoiceofXYLITOLsugarfreegum,comparingwiththenumberofconsumersinterviewedatthebeginningofthepromotion.Fromtheconsumersurveyandthesalesvolumeincreaseattheendofthepromotionproject,itisobviousthatLOTTEXYLITOLsugarfreegumhavebeenrecognizedandregardedasthefirstchoicebymoreandmoreconsumersinBeijing.ThecreativepromotionofprintingDisneycartooncharactersontheproductpackageandholdingawell-organizedsupermarketonsitepromotionhasbeenapprovedtobesuccessfultoimprovethebrandawarenessofLOTTEXYLITOLsugarfreegum.LOTTE’sfinalgoalistoimprovethebrandawarenessinthewholemarketinChinaandwehaveconfidenceinachievingthegoalwithmorecreativemarketingpromotionstrategies.2.SummaryofthePreliminaryResearch2.1Company’scurrentsituationCompanyprofileLOTTE(China)wasestablishedin1994inChinaandlocatedin8YongchangNorthRoad,EconomicandTechnologicalDevelopmentArea,Beijing.Itisdedicatedtoprovidingandsellingtastyandhealthyfoodproductsincludingcakes,beverages,sweetstoChineseconsumers.ThecompanyimportsadvancedproductiontechnologyfromJapanandmaintainsstrictqualityandsanitarystandardsforitsproducts.Ithas3000employees,2factoriesaroundChinaandannualproductivityof10billionpiecesofsugarfreegums.InDecember2001,LOTTEXYLITOLsugarfreegumwascertificatedbyNCOH(NationalCommitteeforOralHealth)ofthefunctionsofcaries-proofingandteethhealthpromoting.InSeptember2002,XYLITOLsugarfreegum,thehealthyandteeth-protectingproductwaslaunchedinChinamarket.BCurrentsituationofsugarfreegumInrecentyears,themarketofsugarfreeguminBeijinghasbeenincreasing10%eachyearandthecurrentmarkethasalreadyexceededRMB0.5billion.ThepriceofabottleofLOTTEXYLITOLsugarfreegumof61.5gisRMB9.00andabottleofEXTRAsugarfreegumof56gisRMB9.20.AlthoughLOTTEXYLITOL’sunitpriceisalittlebitcheaperthanthatofEXTRA,LOTTEXYLITOLsugarfreegum’smarketshareandbrandawarenessaremuchlowerthanEXTRA.Beingtheleadingbrand–EXTRAhasoccupiedover70%ofthemarketshare,muchhigherthanthatofanyotherbrandinthemarket.CustomerprofileofXYLITOLsugarfreegumBeforetheproductpromotion,wehadAcNielsen–awellknownmarketresearchcompanydidmarketresearchofLOTTEXYLITOLsugarfreeguminBeijing.Theresearchreportshowsthat65%ofLOTTEXYLITOLsugarfreegumareagedbetween25to35,30%arebetween15to24and5%areabove36.Sothefirsttargetconsumptiongroupiswhitecollars,peoplewhoworkinofficebuildings.Thesecondtargetgroupshouldbeteenagers,middleschoolstudentsanduniversitystudents.Thethirdgroupismiddleagedpeopleandabove.Thereportalsoshowsthat90%consumerswouldliketotryotherbrandsofsugarfreegumsiftheyhavedifferenttastesorfashionablepackages.Basedonthereportanalysis,thepromotionofourcreativepackageofXYLITOLsugarfreegumismainlytargetedattheconsumerswhoseagesarebetween15to36.2.2 NeedsandwantsanalysisInordertohaveabetterunderstandingofconsumerneedsandwantsbeforethepromotionproject,weconductedaface-to-faceinterviewwithcustomersinthesupermarketsincludingCarrefour,Wal-martandHuapubythepromotionalgirls.Thesegirlsstoodbesidesthesugarfreegumcountersandselectedthecustomerswhowereinterestedintheproduct.Thegirlsgavecustomersapenasagiftafterthecustomerscompletedtheinterview.Thequestionslistedinthequestionnaireareasbelow:Whatisyoureducation?Middleschool(secondaryspecializedschool),college,universityoruniversityabove?WhatisyourmostfavoritebrandofXYLITOLsugarfreegum?LOTTE,EXTRA,Orionorothers?HaveyouevertastedLOTTEXYLITOLsugarfreegum?HowdoyouthinkofthepriceLOTTEoffers?Acceptable,expensiveorcheap?DoyouthinkXYLITOLsugarfreegumisbenefittoyourteeth?DoyoulikethecurrentpackageofLOTTEXYLITOLsugarfreegum?Yourcommentsandsuggestionsonourproductarewarmlywelcome!TheanswerstothosequestionswerepositiveandconstructiveforthepromotionprojectofLOTTEXYLITOLsugarfreegum.SuggestionsTheinterviewedconsumershavegivenusmanyvaluablesuggestionsofourproductbeforeweconductedthepromotionproject.Themainsuggestionsarelistedbelow:TheLOTTEXYLITOLsugarfreegumboothsshouldbedisplayedatthemostnoticeableplacesinmostpopularsupermarkets.ThepromotionalgirlsshouldbewelltrainedandbeabletogivecustomersadetailedexplanationaboutXYLITOLandwhyLOTTEXYLITOLsugarfreegumcandobenefitforpeople’steeth.Thepromotionalgirlsshouldexplaintoconsumersinasimpleandclearwayandavoidusingobscureprofessionaltermstomakeconsumersconfused.Offerfreeproductsfortasting.ThisistoprovideopportunitiesforpeopletoknowmoreaboutLOTTEXYLITOLsugarfreegum.Thepackagedesignshouldbechangedtoeye-catchingandprintlovelycharacterstoattractconsumers.Reducethepriceinordertoattractmoreconsumers.AdelicatesmallgiftistobegiventoeveryconsumerwhobuysLOTTEXYLITOLsugarfreegum.2.3 SWOTanalysisOurmarketingteamhadameetingfortheSWOTanalysisofthesugarfreegummarketinChinasoastosolvetheproblemswehavecurrentlyorinthefutureandmakeacomprehensiveplanforournextsteptocompeteinChinamarket.OurSWOTanalysisincludesStrength,Weakness,OpportunityandThreatofthesurgarfreeguminChina.Thedetailsofeachaspectareasfollows:StrengthOurcompanyiswellknowninthebeverageandsweetsindustryandourproductsarewarmlywelcomedbyChineseconsumers.Wehavealwaysbeenusingthebesttechnology,bestrawmaterialsandbestequipmentstomanufacturetheproductsofbestqualityforChineseconsumers.WehavestrongresearchanddevelopmentteaminChinatoproducehealthierproductsforChineseconsumers.WehaveexcellentequipmentimportedfromJapanwhichisfamousforthesugarfreegumproductionlineworldwide.Ourmanagementteamisallprofessionalsandhasconsiderableexpertiseinthebeverageandsweetsindustry.TheyarekeeninprovideChineseconsumerstheproductsofbestquality.Ourconsumerhotlinemakesusawareofconsumerinquiriesatanytimeandgetbacktothemimmediately.XYLITOLisakindofnaturalsweetenerwhichiswidelyusedaroundtheworld.XYLITOLcannotonlyavoidreleasingacidsubstancewhichmayleadtodentalcariesbutalsokillbacteria.InDecember2001,LOTTEXYLITOLsugarfreegumwascertificatedbyNCOH(NationalCommitteeforOralHealth)ofthefunctionsofcaries-proofingandteethhealthpromoting.WehavebeenactivelysupportingNCOH(NationalCommitteeforOralHealth)topopularizeoralhealthknowledgeinmajorcitiesincludingBeijing,Shanghai,Tianjin,Nanjing,Shenyang,Guangzhou.OurdedicationtocontributetooralhealthhasbeenwidelypublicizedaroundChina.WehaveformedstrategicpartnerwithDisney(China)topromotebothproductsandimprovebothbrandawarenessinChina.WeaknessCurrentlythepackagingofLOTTEXYLITOLsugarfreegumistoosimpleandcannotbeattractivetoconsumers.WehaveonlytwofactoriestomanufactureourproductsinChina.OurproductioncapabilitycannotkeeppacewiththeincreasingorderscomefromcitiesinChina.Thesalesforceiscomparativelyshortageofmanpowerandexperienceinthebeverageandsweetsindustryandstillneedtimetoimprovetheircapabilities,althoughthesalesleaderhasabout20yearsofrelatedexperience.Duetothelackofsalesexperience,ourrelationshipwithsomesupermarketscannotmaintainstableanditusuallyinfluenceoursalesachievements.OurcompanyisconsideringestablishingthethirdfactoryinChinaandrecruitmoreexperiencedsalesforce,soourpromotionfortheproductsislimited.OpportunityThecurrentChinamarketofsugarfreegumhasalreadyexceededRMB2billionanditisstillincreasing10%everyyear.WewillgetfullypreparedfortheincreaseofmarketshareinChina.Mr.ZhangBoxue,expertfromNCOH(NationalCommitteeforOralHealth)saidmorethanhalfofnationalpeoplehavedentalcaries.Thatmeansaround70millionpeoplewhohavethedisease.ItshowsagreatpotentialdemandforXYLITOLsugarfreegumwhichcannotonlyavoidreleasingacidsubstancebutalsokillbacteria.Sugarfreegumswithdifferentflavorsarebecomingmorepopularamongconsumers,sodevelopmentofmoreflavorsisfuturemarkettrendandcanincreasesalesvolume.ThreatOurmaincompetitor–EXTRAhasalreadyoccupiedover70%ofthemarketshareanditsXYLITOLsugarfreegumproduct–Extrahavebeendisplayedinmostpartofchewinggumcountersinnearlyallsupermarketsandgrocerystores.BeingawareofChinagreatmarketforsugarfreegum,moreandmoredomesticandforeignfoodcompaniesareenteringthismarket.Thiswillincreasethefiercecompetitioninthemarket.Othercompetitorsarereducingtheproductpriceinordertoincreasetheirsalesrevenue.Thiswillbringanotherhotcompetitionintermsofprice.HavingconductedtheSWOTanalysiswithinourmarketingteam,weallhadaclearerunderstandingofourownproductpositionandthemarketenvironment.Havinganalyzedourownstrength,opportunitiesandwiththecompanyseniormanagementstrongsupport,weareconfidentforthecompetitionofXYLITOLsugarfreeguminChinamarket.3.

ProjectObjectiveandHypothesis3.1.

ProjectobjectiveTheproblemIamfacingisthatLOTTEXYLITOLsugarfreegumhaslowerbrandawarenesscomparingwithitscompetitorsinBeijing.ThegoalofmyprojectistoimprovethebrandawarenessofLOTTEXYLITOLsugarfreeguminBeijingmarket.Theobjectivesareincreasingthesalesrevenueby50%andattracting70%moreconsumerstoselectLOTTEastheirfirstchoiceswiththehelpofcreativeproductpackagingofprintingDisneycartooncharactersontheoutsideofLOTTEXYLITOLsugarfreegumbottles,andourpromotiongirls’competency,sellingskillsandproductknowledge.3.2.

ProjecthypothesisItishypothesizedthatthebrandawarenessofLOTTEXYLITOLsugarfreegumcanbeincreasedinBeijingmarketbyprintingthosefavoriteDisneycartooncharactersontheoutsideofthepackagingbottlesandholdingawell-organizedpromotionincludingpromotiongirls’competencyandtheirwell-trainedsellingskillsinthepopularsupermarketsinBeijing.4.

ProjectRationaleInordertoachievetheobjectiveofincreasingthesalesrevenueby50%andattracting70%moreconsumerstoselectLOTTEastheirfirstchoices,Ihaveconsultedthefollowingbooksandwebsitesfortheoreticalreferences.Understandingtheconsumers’behaviorandtheirperceptionofourbrandareessentialforustomakeaneffectivepromotionplan.SowehaveconductedaconsumersurveyinthosefourpopularsupermarketsinBeijingbyourpromotiongirls,inordertogetsufficientmarketinformation.Thesurveyhasproventobeagoodbeginningforthebusinessprojectimplementation,asWorldClassEnglishForBusinessBook1statesthatasurveycanbeusedtocollectdatabeforeanewproductorserviceislaunchedonthemarket,ortocollectfeedbackfromcustomerswhoarealreadyusingaproductorservice.Inasurvey,asampleofthetargetcustomersisaskedquestionsrelatingtothedatathecompanyneeds.(AndrewColeman,2005).DuringthepreliminaryresearchofLOTTEXYLITOLsugarfreegum,IhaveusedSWOTanalysistoanalyzethespecialfeaturesofourproductandourcompanyandthemarketingenvironmentfromfouraspectsincludingstrengths,weaknesses,opportunitiesandthreats.Thisanalysisisvaluableandconstructiveforourplanningoftheprojectpromotion.AsbeingstatedinWorldClassEnglishforBusinessBook2thataSWOTanalysisisananalyticaltoolthatcanhelpyouworkthroughalltheinformationyouhaveaboutyourbusiness.Thistypeofanalysisrepresentsanefforttoexaminetheinteractionbetweentheparticularfeaturesofyourbusinessandtheexternalmarketplaceinwhichyoucompete(AndrewColeman,2005).Monitoringistheprocessoflookingtoseeiftheprojectisgoingonasplannedwhileitisinprogress.Itisimportantbecauseifthingsstarttogowrongorbedelayed,youneedtoknowaboutitassoonaspossiblesothatyoucanmakeanynecessaryadjustmentsormakedecisionstoresolvetheproblemasstatedinPracticalBusinessProjectandProposalDesign(JohnHilton,2003).Basedonthistheory,wehavemadeaprojectframeworkandflowchartinordertocheckifthepromotionprojectwasgoingoninthewaywehaveplannedandwecouldtakeimmediateactionifunexpectedthingshappenedandcoulddelaytheprojectprogress.Inaddition,wehavekeptaportfolioofalldocumentsthroughouttheprojectimplementation.Wehavetoattractmoreconsumersbydemonstratingourboothataneye-catchingplace.SupermarketsareusuallycrowdedandarethemainmarketplaceforsellingLOTTEXYLITOLsugarfreegum.Butitwillbedifficultforconsumerstonoticethepromotionalboothifitisplacedatacoldcorner.JustasWorldClassEnglishforBusinessBook1says,whenacompanywantstoreachnewcustomerswithintheindustry,oneofthethingsitshoulddoistoputstandsattradefairswhereitknowstheywillbe(AndrewColeman,2005).Havingconductedtheconsumersurvey,wehavebeenawarethatmodifyingourproduct’spackagetobemorecreativecancertainlybecomemorecompetitiveinthemarketandatthesametimeimproveourbrandawareness.SowehavedecidedtoprintthosefavoriteDisneycartooncharactersontheproducts’bottlesafterwehaveformedbusinessalliancewithDisney(China)andobtainedtheirapprovaltodothis.JustasSuccessfulMarketingPlanindicatescomparingwithotherwaysofpromotionincludingdecreasingpriceandimprovingcustomerservice,itiseasierforconsumerstorememberthevisualchangesoftheproduct.Anattractivevisualimagewillbenefitthecompanybecauseithasleftadeepimpressiononconsumers(DonDebelak2000).5.

ProjectDesign5.1.

Planningofactivities5.1.1 ActivitiesplannedtotakeplaceWehavedesignedalistofstagesthatwewillgothroughandallthethingsthatneedtobedoneinordertoachievethegoalandobjectivesofmyproject.Stage1.ConductingmarketsurveyinthemostpopularsupermarketsWearegoingtoconductmarketsurveyamongconsumersinthemostpopularsupermarketsinBeijing.ThenwewillanalyzetheconsumerpsychologyofLOTTEXYLITOLsugarfreegumbasedonthesurveyresult.Stage2.BrainstormingamongmarketingteamandproducingtheoverallpromotionplanWearegoingtohaveabrainstormingsessionamongmarketingteammembersregardingtheproductpromotionandthenwewillproduceadetailedmarketingplanincludingtheanalysisofthecurrentsituation,thegoalandobjectives,targetcustomers,promotionmateriallist,promotionactionplanandbudget.Stage3.PresentingthepromotionplantoseniormanagementfortheirapprovalandrevisingtheplanaccordingtotheircommentsandsuggestionsWewillsubmitthepromotionplantoseniormanagementandpresentourideasduringmeetingswiththem.Thenwewillmodifyourplanbasedontheircommentsandsuggestionsuntilgettheirapprovalforexecution.Stage4.FormingstrategicbusinessalliancewithDisney(China)soastoimprovebothbrandimagesWewillhavemeetingswithDisney(China)todiscussformingthestrategicbusinessallianceinordertoimprovebothbrandawarenessandobtainDisney’sapprovalforprintingtheirCartooncharactersonourproduct,thenwewillsignagreementbasedonmutualunderstandingandfriendlycooperation.Stage5.Preparingenoughproducts,giftsandboothsforthepromotionWearegoingtomakesurethatwehaveenoughproductsreadyforthepromotionandproduceenoughgiftswhichwillbedistributedduringthepromotion.Inaddition,wewilldesignpromotionboothswhichwillbedisplayedineverysupermarket.Stage6.SigningagreementwiththesupermarketsWewillcontactwiththemostpopularsupermarketsinBeijinganddiscussthedetailsofourpromotionwiththemincludingthepromotionvenueinthesupermarket,duration,promotiongirlsandcost.Thenwewillsignagreementwiththesupermarketsforthepromotion.Stage7.LookingforexperiencedpromotersandprovidingtrainingtothemWearegoingtolookforseveralexperiencedpromotiongirlsandprovidetrainingtothemtounderstandthepromotionskills,ourproductfeaturesandtheirresponsibilities.Stage8.ImplementingandsupervisingthesupermarketpromotionDuringthepromotion,wearegoingtosendresponsiblepeople(Alice,Brian,AngieandHelen)fromourmarketingteamtoconducttheonsitepromotionmanagementandsupervisepromotiongirls’duties.Wehavetomakesurethesupermarketshaveenoughproductsandgiftsforthepromotion;eachconsumerhasbeenwelltreatedandacknowledgedofourproductinformationthroughthepromotiongirls.Inaddition,wehavetotakecareofaccidenthappenedinthesupermarkets.Stage9.CollectingsalesvolumefromeachsupermarketandconductingtheconsumersurveyattheendoftheonsitepromotionWhenthepromotioncompleteinthesupermarkets,wearegoingtocollectthesalesvolumeofthepromotionperiodfromeachsupermarketforanalysisandevaluation.Inaddition,aconsumersurveyistobeconductedattheendofthepromotiontoevaluatetheeffectivenessoftheproject.Stage10.SummarizingandevaluatingtheeffectivenessofthepromotionBasedonthepromotionresult–thesalesvolume,wearegoingtosummarizeandevaluatetheeffectivenessofthepromotionandmakereportforseniormanagement.Flowchartofthispartofactivities:Stage1:AnalyzethesurveyresultConductmarketsurveyAnalyzethesurveyresultConductmarketsurveyStage2:BrainstormamongmarketingteamProducetheoverallpromotionplanBrainstormamongmarketingteamProducetheoverallpromotionplanStage3:Stage3:PresentthepromotionplantoseniormanagementforreviewPresentthepromotionplantoseniormanagementforreviewRevisethepromotionplanbasedontheirfeedbackuntilgettheirapprovalStage4:HavemeetingswithDisney(ChinaHavemeetingswithDisney(China)GetDisney’sapprovalforprintingtheirCartooncharactersonourproductStage5:Prepareenoughproducts,giftsanddesignboothsforthepromotionPrepareenoughproducts,giftsanddesignboothsforthepromotionStage6:SignagreementwiththesupermarketsContactwiththesupermarketsSignagreementwiththesupermarketsContactwiththesup