创新促销提升乐天木糖醇无糖口香糖品牌知名度

PAGE2-ImprovingtheBrandAwarenessofLOTTEXYLITOLSugarfreeGumwithCreativePromotionsAthesissubmittedinfulfillmentoftherequirementsofthedegreeofBachelorofArtsTheInstituteofOnlineEducationBeijingForeignStudiesFinalVersion北京外国语大学网络教育学院学士学位论文诚信声明本人郑重声明：所呈交的学士学位论文，是本人在导师的指导下，独立进行研究工作所取得的成果。论文所涉及的项目为本人亲自负责或者参与实施的项目。除文中已经注明引用的内容外，本论文不含任何其他个人或集体已经发表或撰写过的作品成果。本人完全了解本声明的法律结果由本人承担。学士学位论文作者签名：***日期：20年月日

论文摘要乐天（中国）食品有限公司主要从事糕点、糖果、儿童食品、饮料的开发、生产和销售。从建立至今，乐天（中国）始终以先进的技术、优质的原料、发达的设备为出发点，向品质第一的目标奋进，木糖醇无糖口香糖一直是乐天在中国市场的主打产品。根据相关机构对木糖醇无糖口香糖的市场调查结果显示，益达无论从市场占有率还是知名度来看，已在市场上占有领导地位，遥遥领先于其它竞争对手，而且正在加速扩大自身市场占有率和提升品牌知名度。激烈的市场竞争迫使乐天必须及时采取有效手段，尽快提升自己的品牌知名度。传统的促销方式已不能满足乐天对提升品牌知名度的迫切要求，采取新颖的、为广大消费者接受并喜爱的促销方式才能够在激烈市场竞争中突破自我。本论文谈及的项目通过与迪斯尼（中国）公司强强联手，共同开发设计为广大消费者所喜爱的产品外包装，而不同于此类产品的传统包装外观，以及对促销人员培训，使其掌握促销技巧并了解产品知识，将乐天品牌有效传达给消费者，同时在北京主要四家大型超市进行四周现场促销活动，从而进一步提升乐天木糖醇无糖口香糖的品牌知名度。本论文项目前期通过目标客户的问卷调查、SWOT分析法，执行小组讨论等研究方法找出此次促销项目的目标方向。在项目执行中期，采取《项目时间表》，《项目进展清单》，《项目构架表》等形式检查和保证项目如期进行并完成。在后期项目评估阶段，主要采取对消费者的再次问卷调查，促销结果讨论等形式对项目执行前后品牌知名度对比进行评估。经过项目执行前期对品牌知名度的实地调查和对项目流程切实可行的设计，中期按《项目时间表》执行，保证项目顺利进行，以及后期对项目的评估，此次为期八周的促销项目顺利完成并取得了预期效果。通过此次提升品牌知名度项目的实施，我们同时意识到，只通过改变产品外包装和大型超市现场推广还很有限，通过更多媒体把乐天品牌传达给消费者将成为公司一个重要品牌战略。我们相信通过不断的努力和创新，会有更多人知道乐天，并选择乐天。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