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2020年9月15日星期二1Carrefour13thanniversarystoresguidebook2020年9月15日星期二2SUMMARY13thanniversarycampaignObjectiveConceptCommunicationplanPromotionmechanismby4wavesNationalactivityPOSMguidebookLuckydrawprizeprocess2020年9月15日星期二3ObjectiveToCRF:-Simpleandstrongpromotionmechanismtoreinforcepriceimageandpushturn-over.-Amazingprizeseverydaytodrivedebitsandincreasebasket.ToCustomer:-Enjoytheunforgettable40days!2020年9月15日星期二4Conceptwave1wave2wave3wave4DMPeriod3/27-4/07,12D4/8-4/16,9D4/17-4/24,8D4/23-5/5,11DDMSizeA4x32PA4x32PA4x32PA4x32PPromotionMechanismFoodCrazydiscount30-50%offBuybigpackagefreesmall2nditem50%off+Familydiscount2nditem50%off+FamilydiscountNonfood-Top20action-NFSpecialoperation-Top20action-NFSpecialoperation-Top20action-NFSpecialoperation-Top20action-NFSpecialoperationActivityLuckydraw(ScratchCard)Luckydraw(ScratchCard)1)Luckydraw(ScratchCard)2)Couponissuing&redemption1)Luckydraw(ScratchCard)2)Couponredemption*Luckydraw(Scratchcard)issuingupto30RMBMillionsinprizesto400shoppers-winnerseverydayduring40days.2020年9月15日星期二54DMs,5Freshleaflets,localmassmediaApril20081234567891011121314151617181920212223242526272829TWThFSaSuMTWThFSaSuMTWThFSaSuMTWThFSaSuMT25502900DMPromotionMechanismCustomerActivityPremiumstoreDMImportedDMLocalleafletCitylevelSeasonalalleydisplayASeasonalalleydisplayBSpringwinefair04/11-04/27A4*4PHealthyandBeauty,205*205-8P,11DG+B+A*Scratchcard*ScratchcardA4*4PF/G:1.5;NF:1*Scratchcard*Cashcouponissue&redemptionF/G:1.5;NF:1A4*4PF/G:1.5;NF:1A4*4PF/G:1.5;NF:113Anniversary-IV*FoodTheme:-Crazydiscount30-50%off*Nonfood:top20action*FoodTheme:-Buybigpackagefreesmall*Nonfood:top20action*FoodTheme:-2nditem50%off+Familydiscount*Nonfood:top20action13Anniversary-IA4*3212D,startfromMar.2713Anniversary-IIA4*329D13Anniversary-III*Scratchcard*Cashcouponredemption*FoodTheme:-2nditem50%off+Familydiscount*Nonfood:top20actionA4*328DA4*3211DBazaar&Textile(Bedding):WeddingFairBazaar&Textile:Outing&SportsTextile:Top20itemwithvolumeBazaar:HomeArrangement&Cleaning(fromTOP20)Textile:Top20itemwithvolumeBazaar&Textile:Leisure&Sport(FromTOP20)World'sbooksdayQingmingpCommunicationPlan-April2020年9月15日星期二6May200812345678910111213141516171819202122232425262728293031ThFSaSuMTWThFSaSuMTWThFSaSuMTWThFSaSuMTWThFSa36004400DMAssortmentDMPremiumstoreDMImportedDMLocalleafletF/G:1.5;NF:1CitylevelA4*4PSeasonalalleydisplayASeasonalalleydisplayBF/G:1.5;NF:1SummertimeG+B+T+ADragonboat:F-4A4*4P*Mechanism:Mother'sday,2P,Couponitems,crossdivisionG+B+T*Nonfood:top20actionF/G:1.5;NF:1Bazaar&Textile:WeddingFairTextileF/G:1.5;NF:1BabyDM12PMay.23-June.1A4*4PBeautyCustomerActivityPromotionMechanism*Scratchcard*Cashcouponredemption*FoodTheme:-2nditem50%off+Familydiscount*Nonfood:top20action*Mechanism:Buy2get1free,4groupsperpage,total8P*Nonfood:top20action*Kidsday:Localactivity:(TBCbylocal)Kidsdrawingcontest/Babyrace/Fashionshow/CakeDIYcontest/FishinggameBazaar&Textile(Disney):Kids'FairA4*4PAppliance:Air-conditionFairBazaar&Textile:Outing&SportsCooking,Kitchen&Crockery(FromTOP20)BazaarA4*4PGeneralDiscountA4*3211DA4*2410DA4*2413D13Anniversary-IVGeneralDiscountLabor'sDayMother'sDayYouthDayWorld'snurseDayMilkDayWorld'ssmokelessDayp4DMs,5Freshleaflets,localmassmediaCommunicationPlan-May2020年9月15日星期二7Themepage:8P,AllGrocery8crazydiscountwith2heroesperpage,total64crazydiscountitemstocoverwholeDMperiodFoodRestpages:7PSpecialBabypage(1p),D.14+D.11/12Nonfoodrestpages:15P(B-5/A-5/T-5)Top20actionKeymechanism:Crazydiscount30-50%offWAVEI:Mar.27-Apr.7,32P,12DPromotionmechanism–Wave12020年9月15日星期二8DMWaveIPageOrderCrazydiscounthighlightedin8pagesPageorder-13thAnni-I(Mar.27-Apr.7)A4*32PG-15/B-5/A-5/T-5,activty-backpageFood:8PCrazydiscount:8Itemswith2herosperpage,coverwholeDMperiodAMBGGGGGGD12delicatessenShampoo&ShowerD11/12D11/12babypageD10D14DairySkinCareSeasoningFoodFrozenfood16sku(1hero)16sku(1hero)P1516sku(1hero)16sku(1hero)+D10D10D15D15D14D14activityannounceCrazydiscount30%to50%OFFCrazydiscount30%to50%OFFD14halfDrinkCrazydiscount30%to50%OFFD11/12halfWineD14D15BreakfastSnacking12SKU-2heros16sku(1hero)8itemswith2heros8itemswith2herosP12P13P14Crazydiscount30%to50%OFF8itemswith2heros8itemswith2heros8itemswith2heros8itemswith2heros8itemswith2heros8itemswith2heroscoverp2p3p4p5p6p7GGGGGGGGp8p9P10P11Lady-10itemsMan-10items1familydiscountAAAMP3/4D.42/43HomeupkeepBBP16P17HomeupkeepCleaning16sku(1hero)NationalAMBshootingNationalAMBshootingNationalAMBshooting1familydiscount1FamilycouponP18P19P20P21TTGTAATCCU7itemsOthers:cleaning7itemsCCUD.42D.44FastmovingTD11&12D65D61D61D62D60/66D.40D.41Paper10itemsSR:AirCookingP22P23BBBCookingSport&outdoorDigitalCameraMobilephoneTVTMTMTMTMP24P25P26P27P28P29P30P31BackCustomerActivity2020年9月15日星期二9Keymechanism:BuybiggetsmallforfreeWAVEII:Apr.8-Apr.16,32P,9DThemepage:8PAllGrocery8groupsof“buybigpackgetsmalloneforfree”with2heroitemsperpage,Total64groups“buybigpackgetsmalloneforfree”tocoverwholeDMperiod*Smallpackissameitemasbigpackandatleast30%ofbigpackcapacityFoodRestpages:7PSpecialBabypage(1p),D.14+D.11/12Nonfoodrestpages:15P(B-5/A-5