復件 住宅項目年度營銷推廣執(zhí)行方案

1、XXXX 年度營銷推廣執(zhí)行案2012年2月15日 瑾獻世紀海通集團Annual marketing execution case全年銷售目標保底銷售1.5億 力爭2億Annual sales targetGuarantee strive to sales 150 000 000 200 000 0002012推廣聚焦定位：XXXX 昌南最具性價比項目方向：主抓剛性需求及首改需求客戶2012 to promote the focusPositioning: stride Agile Chang South most cost-effective projectDirection: concent

2、rating on the rigid demand and change the needs of customers前期探討成果傳播中全面圍繞“昌南最具性價比”一訴求點展開 擴大XXXX客戶面，增加昌南周邊鄉(xiāng)鎮(zhèn)推廣力度 深度挖掘現有老客戶力量，有效促進老帶新效果 持續(xù)保持項目熱度，始終保持案場熱銷氛圍 計劃全年營銷廣告費用占銷售額的2%，共計300萬元Pre-investigate the results2% of the planned annual marketing and advertising expenses as a percentage of sales, for a to

3、tal of 300 millionComprehensive around CHANGNAN most cost-effective, the selling point to expand the dissemination ofTo expand calmly Agile customers face, and increase the surrounding towns of CHANGNAN efforts to promoteDepth of excavation of existing and old customers the power of the effective pr

4、omotion of the old and new effectsContinue to keep the project heat, always keep the hot atmosphere of the case of fieldContinued passenger volume reached about 500 groups, the introduction of the # 6 and 7 focus on openingXXXX2012全年營銷計劃：2月 3月 4月 5月 6月 7月 8月 9月 10月 11月 12月完全前期定購房源簽約針對6、7#房源進行全面續(xù)客，續(xù)客

5、量達到500組左右續(xù)客量達到500組左右，推出6、7#，集中開盤完成6、7#定購房源簽約工作，并針對剩余房源推出促銷活動，全面攔截這一時期周邊競爭樓盤集中推盤，同時推出8#。考慮到這幾個月將是天氣炎熱，是傳統(tǒng)銷售淡季，為依舊保持現場熱度，針對剩余房源每月推出10套特價房，10套一口價，并每周舉辦暖場活動,開始準備3#續(xù)客3#壓軸樓王推出，并開始籌備年底銷售任務沖刺年末銷售任務沖刺，適當加大促銷力度，完成全年營銷目標，力爭達到2億銷售Stride Agile 2012 annual marketing plan:Completely pre-determined buyers source co

6、ntract of Building 76,7 # listings continued off and continued passenger volume of about 500 groupsComplete 6,7 # ordered listing contract work, and for the remaining houses to launch promotional activities, and intercept this period surrounding competitive real estate concentrated push the plate, a

7、nd continued off and begin 8 #Taking into account the past few months will be hot weather, the traditional sales season is still to keep the site heat, introduced 10 sets of special housing for the remaining houses per month, a price of 10 sets, and holds weekly warm events, began to prepare three#

8、continued off3 finale of # F, Wang introduced, and began preparations for the end of the task of selling sprintSales at the end of the sprint tasks, appropriate to increase promotional efforts, to complete the annual marketing objectives, and strive to achieve 200 million salesFebruary March April M

9、ayJune July August September OctoberNovemberDecemberAvailable media out to the streets, around the hot and the cost to expand the selling pointXXXX2012全年推廣計劃：2月 3月 4月 5月 6月 7月 8月 9月 10月 11月 12月開始籌備6、7#推廣相關物料昌南最具性價比樓盤形象推廣及現場包裝全面鋪開速效媒體出街，訴求點圍繞熱銷及性價比等展開保證每月3-4個1/4版頭版報廣，全面攔截周邊競爭樓盤客戶，訴求點以震撼巨惠等形式出現，強化銷量此階

10、段為活動密集期，通過“夏日清涼節(jié)，夜幕電影，現場抽獎”等系列活動，保持現場熱度，并持續(xù)通過報廣釋放促銷信息制造緊迫感，以全新樓王形象亮相，輔以促銷信息，凸顯性價比促銷信息全面爆發(fā)，短信轟炸式覆蓋，鄉(xiāng)鎮(zhèn)海報派發(fā)，巡展等，刺年度銷售任務Stride Agile 2012 full-year promotion plan:Begin preparations for 6,7 # to promote related materialsCHANGNAN most cost-effective real estate to promote the image and on-site packaging

11、is in full swingEnsure the monthly 3-4 1/4 frontnewspaper broad, comprehensive intercept surrounding competitive real estate customers, the selling point is the form of a shock huge benefits such as strengthening salesThis stage for intensive activities of the cool summer festival, the night movie,

12、on-site lottery and other series of activities to keep the field heat, and continued through the reported wide release promotionsCreate sense of urgency, new floor, king of image appearance, combined with promotional information, and highlights the cost-effectiveFull-blown promotional information, S

13、MS bombing coverage township posters distributed, tour, gill annual sales tasksFebruary March April MayJune July August September OctoberNovemberDecember分階段營銷推廣執(zhí)行Phased marketing to promote the implementation of第一階段推廣目標：45天，續(xù)客量達到500組；營銷目標：6、7#共計170套房源，開盤當天去化80%以上The first stagePromote the objectives

14、 of: 45 days, continued passenger volume reached 500 group;Marketing objectives: 6,7 #, a total of 170 suites sources, the opening day of the of more than 80%營銷主線活動時間：2012年3月1日5月31日（8#開盤）活動形式：客戶交納10000元誠意金辦理“XXXX購房護照”，有效期為2012年全年，憑“護照”購買可享受全年優(yōu)先選房權、享受案場優(yōu)惠外額外1個點優(yōu)惠、并從辦理月開始，憑“護照”到售樓處登記可享受每月遞增1000元累積優(yōu)惠，每

15、次開盤后未選中房源的“護照”優(yōu)惠金額清零，但仍可優(yōu)先享受下批房源的選房權。啟動“年度無憂購房計劃”Marketing the main lineStart the year worry-free purchase planTime: March 1, 2012 - December 31,Form of activity: the customer pay the earnest money of 10,000 yuan Agile stride buyers passport, valid for 2012 as a whole can enjoy the full-year priorit

16、y right to the election room, with the passport to buy, enjoy an additional case field concessions Incentive to sales offices, and handling month, with the passport registration can enjoy every month 1000 yuan cumulative preferential listings passport preferential amount cleared, each time after ope

17、ning is not selected, but can still be given priority access to approved the listing of the election right to housing.輔助策略活動時間：2011年3月1日6、7#房源開盤當天活動形式：客戶只需支付選購房源的首付款，由開發(fā)商為購房者墊付月供款至2012年底，之后月供款由購房者自己負責，購房時開發(fā)商與客戶簽訂一個補充墊付月供協議?；顒右饬x：此策略為促動客戶辦理“XXXX購房護照”的積極性，并能夠有效的激勵客戶購房心態(tài)，有效帶動銷售。本活動只限貸款30年。活動演示：如按照一套80的房

18、源來算，按照均價4900元/計算，總價39.2萬。首付30%=11.76萬 貸款70%=27.44萬 月供約=1500元 墊付月供最高優(yōu)惠1.44萬。輕松置業(yè) 購房0月供計劃Supporting strategyEasily Property buyers 0 monthly planTime: March 1, 2011 -6,7 # listing the opening dayForm of activity: customers pay only for optional availability of the first payment, the buyers by the deve

19、loper for advance monthly payments to the end of 2012, monthly payments by the buyers, buyers, developers and customers to sign a supplementary advance for the month agreement. Activities of significance: this strategy is to catalyze the customers for the enthusiasm of the Agile stride buyers passpo

20、rt, and can effectively encourage customers to purchase mentality to effectively drive sales. This activity only 30-year loan. ? Activities demonstrates: If, according to a set of 80 square meters of houses to count, in accordance with the average price of 4900 yuan / calculate the total price of 39

21、2,000. ? Down payment 30% = 117 600 70% = 274,400 loan for the month for the maximum discount of 13 500 = 1500 yuan advance month. 輔助策略活動時間：2011年3月1日2012年12月31日活動形式：凡是由南昌縣業(yè)主推薦成功的新客戶購買XXXX，只需出具南昌縣商品房購買合同或房產證，推薦客戶可享受1000元現金獎勵，新客戶可享受免1年物業(yè)管理費。包含象湖新城業(yè)主?；顒右饬x：通過全民的傳播，提升XXXX市場關注度，最大化拓展客戶面。昌南置業(yè)潮 老帶新全面升級Suppo

22、rting strategyCHANGNAN Property influx of old with the new fully upgradedTime: March 1, 2011, 2012 December 31,Form of activity: Any recommendation by the owners of Nanchang County in the success of new customers to buy stride Agile, just issued by Nanchang County real estate purchase contract or re

23、al estate license, recommended that customers can enjoy a $ 1,000 cash reward, new customers are exempt from property management fees. Contains the owners like the Lake Metro.Activities significance: the spread of the whole people, improve stride Agile market attention, to maximize the expansion of

24、the customer face.媒體組合策略長效媒體速效媒體昌南片區(qū)戶外蓮塘公交站臺項目現場圍墻項目樓體發(fā)光字項目樓體巨幔主流報紙頭版精準短信群發(fā)蓮塘派發(fā)海報郵政DM單南昌搜房網Media mix strategyLong-term mediaAvailable mediaChang Southern Area outdoorLiantang bus stationThe project site fenceProject the House of luminous wordsProject building body giant mantle mainstream newspaper f

25、ront pagePrecise SMS group sendingLiantang distributed PostersPost DM aloneNanchang SouFun昌南戶外在昌南迎賓大道、蓮塘維也納廣場、或昌南客運站幾個地點尋找合適戶外點，做為項目長效媒體投放，有效攔截周邊競爭項目客戶，3月15日前完成。Chang South Yingbin Avenue, the Liantang Vienna Plaza, or chang South Terminal at several locations to find the right outdoor, put on as a

26、project long-term media, effectively blocking the surrounding competition project customers，Completed by March 15.Site packaging戶外文案置業(yè)昌南 看了XXXX再決定Outdoor copy年度無憂購房計劃全面啟動 0月供惠聚全城Agile Property Chang South looked calmly and then decideAnnual worry-free purchase plan started October the city for the b

27、enefit poly以往未出街稿公交站臺選擇蓮塘城區(qū)內幾條主要道路旁公交站臺，計劃共計上10個左右畫面，除文案上有極強的昭示性外，畫面設計上建議通過“信封形式”，更能吸引目標客戶群體關注度，3月15日前投放。Select the Liantang city bus station, next to the main road within a few plans on a total of about 10 screen, in addition to the copy on the envelope in the form recommended by the strong clear,

28、the screen design, more attractive to the target customer groups attention，Completed by March 15.Bus station站臺文案Outdoor copyFrom：XXXX（寄）To：首次置業(yè)客戶（收）置業(yè)昌南 看了XXXX再決定年度無憂購房計劃全面啟動 0月供惠聚全城購房0月供XXXXLOGO電話、地址等現場圍墻現場圍墻全部進行更換，快速建立XXXX“昌南最具性價比”樓盤形象，有效打擊周邊競爭樓盤，爭奪客源，3月1日前更換。All of the site fence replacement, rap

29、id stride Agile CHANGNAN the most cost-effective real estate image, to effectively combat the properties of the surrounding competition, competing for customers, March 1 replacement.The scene wall樓體發(fā)光字House of luminous words針對目前已封頂的1#樓體安裝如圖所示發(fā)光字體，字體面向于南北兩側，增強項目導視性以及夜間昭示性，攔截周邊競爭樓盤客戶。3月15日前完成。Cap # fl

30、oor installation as shown in light font, font-oriented in the north and south sides, and enhance project guides as well as night clear, to intercept surrounding competitive real estate customers. Completed by March 15.樓體巨幔針對目前破舊的巨幔全部進行拆除，更換內容有效直擊周邊閩順及正榮項目，有效攔截其目標客戶群體，3月1日前完成。All of the old giant man

31、tle removed, replace the content effective to hit the neighboring Fujian Province along Zhengrong project, effectively blocking its target customer groups, completed by March 1.building body giant mantle巨幔文案不到XXXX 不買房Giant mantle copy0月供惠聚全城 年度無憂購房計劃全面啟動 恭迎蒞臨品鑒Do not buy less than a stride Agile0 mo

32、nths for the benefit gather throughout the city year, worry-free purchase plan started to welcome the visit tasting其它媒體通路主流媒體報廣 版面：頭版/A版 頻次：每周1篇 訴求：年度無憂購房計劃短信群發(fā) 模式：競爭樓盤來電群發(fā)/昌南及青云譜群發(fā) 頻次：每周100萬條海報派發(fā) 對象：蓮塘城區(qū)/周邊鄉(xiāng)鎮(zhèn)掃街 頻次：每周2000份 訴求點：性價比DM直郵 對象：蓮塘各事企業(yè)單位/蓮塘一中 頻次：每月1000份搜房網 模式：首屏通欄廣告/軟性媒體報道 性質：每月組織一次看房團活動 ma

33、instream media reported widely layout: front page / A Frequency: Every one aspirations: the annual worry-free purchase planSMS group sending modes: competitive real estate calls mass / mass chang South and Qingyunpu frequency: 1 million a weekPosters distributed objects: the Liantang city / surround

34、ing villages and towns street-sweeping frequency: 2,000 a week selling point: the costDM direct mail object: the Liantang all things business units / Liantang an intermediate frequency times: 1000 per monthSouFun modes: screen banner ads / soft media reports Nature: Monthly organize showings activit

35、iesOther media channels第一階段廣告費用媒體渠道規(guī)格數量訴求點價格備注戶外廣告1年度無憂購房計劃0月供15萬/半年包含墨山立交橋戶外畫面更換公交站臺350X150cm10年度無憂購房計劃0月供5萬/半年選擇繁華路段樓體發(fā)光字待定1項目案名/電話1萬3月15日前完成樓體巨幔7*16m1打擊競爭樓盤1500元3月1日前完成現場圍墻整段項目性價比5000元圍墻全部更換報紙廣告每周1篇年度無憂購房計劃0月供、項目性價比20萬（5篇）3月1日起投放海報派發(fā)每周兩千份年度無憂購房計劃0月供、項目性價比3500元3月1日起派發(fā)DM直郵每月一千份年度無憂購房計劃0月供、項目性價比5萬3月

36、1日起派發(fā)短信群發(fā)周100萬條年度無憂購房計劃0月供、性價比、老帶新15萬3月1日起發(fā)送南昌搜房網4周年度無憂購房計劃搜房網看房團10萬3月15日出街合計62萬The first phase of advertising costsTotal 620 000營銷中心包裝及物料Marketing center packaging and materials門前彩虹門XXXX“年度無憂購房計劃”全面啟動In front of Rainbow GateStarted the year worry-free purchase plan stride Agile門前紅地毯紅地毯從精神堡壘位置一直鋪設至售

37、樓處大門，兩側補充花卉In front of the red carpetThe red carpet the bastion position has been laid to the sales office door看房通道由工地入口處包裝看房通道至項目樣板房Showings channelPackaging by the site entrance showings access to the project model room其它包裝內容售樓處天花板彩球懸掛，與活動公司談好，每隔3天更換一次增加一套音響設備，播放音樂，強化銷售現場熱銷氛圍項目現場制作兩個易拉寶，一個為“無憂計劃”內

38、容，一個為“0月供”內容Sales office ceiling ball hanging on a good, and activities of the company every three days to be replaced onceAdditional set of audio equipment, play music, and strengthen the sales site selling atmosphereThe project site to the production of two roll up, and a worry-free plan content,

39、a 0 months for ContentOther media channels物料制作內容6、7#戶型圖印制，各加印2000份（于2012年3月1日前完成）規(guī)劃以“年度無憂購房計劃”為中心的宣傳海報，印制1萬份（3月1日前完成）印制500份6、7#定購書以及“年度無憂購房計劃”補充協議（3月1日前完成）6,7 # size chart printed, printed 2,000 copies each (as at March 1, 2012 to complete)Planning to the the year worry-free purchase plan as the cen

40、ter of the posters, printed 10,000 copies (completed on March 1)Printed 500 # 6,7 order book as well as the the year worry-free purchase plan Supplemental Agreement (March 1 completed)Material produced content制作2000份“年度無憂購房計劃”購房護照（3月1日前完成）準備1000份價值10元左右禮品，用于購買“購房護照”的客戶贈送Produced 2,000 copies of the

41、the year worry-free purchase plan purchase passports (March 1 completed)Clients presented to prepare the gifts in 1000 were about $ 10, for the purchase of the buyers passport第一階段包裝制作費媒體渠道規(guī)格數量完成時間價格彩虹門12012年3月1日200元紅地毯50米2012年3月1日3000元看房通道2012年4月1日5萬元氣球包裝2012年3月1日200元易拉寶22012年3月1日200元戶型圖各2000份2012年3

42、月1日1000元定購書1000份2012年3月1日300元購房護照2000份2012年3月1日1500元禮品1000份2012年3月1日1萬元合計6.64萬The first stage of the packaging production costsTotal 66400第一階段營銷費用合計68.64萬Marketing costs of the first phase of a total of 686 400第一階段推廣從3月1日正式開始實行，計劃續(xù)客周期約為45天左右，4月15日（周六）開盤，目標續(xù)客量500組，營銷費用約68.64萬元。The promotion of the fi

43、rst phase introduced from March 1, the plan continued off cycle about 45 days, April 17 (Saturday) opening, the goal of continued passenger capacity of 500 group, the marketing costs of about 686,400 yuan.第二階段推廣目標：乘勝追擊，持續(xù)項目熱度；營銷目標：通過前期熱銷，帶動8#銷售，開盤銷售80%；The second stagePromotional goals: win the ongo

44、ing project Reduo;Marketing objectives: By pre-selling to drive sales of the # 8 opening of sales to 80%;營銷主線根據調研了解，這一將會是昌南區(qū)域大量同質化產品密集入市期，在此階段，利用6、7#所剩余房源以“一口價、特惠房”等方式搶占市場客源，全面攔截周邊競爭樓盤客源，另外借此噱頭為8#樓的開盤續(xù)客。營銷攔截戰(zhàn) 利用前期剩余房源為炒作噱頭Marketing the main lineMarketing intercept war the use of pre remaining houses

45、 for speculation gimmickResearch to understand, this will be Chang Southern regional intensive to enter the market of a large number of homogeneous products at this stage, the use of 6,7 # the remaining houses in the way of a price, special room to seize market sourcefully intercept the surrounding

46、competitive real estate source, another gimmick to take off 8 # floor opening continued.輔助策略抓住“金5月”黃金銷售期，廣告全面下鄉(xiāng)攔截五一小長假返鄉(xiāng)客群，主動出擊占領鄉(xiāng)鎮(zhèn)資源，拉動鄉(xiāng)鎮(zhèn)客群購房需求。通過鄉(xiāng)鎮(zhèn)墻體廣告、條幅、派發(fā)海報、定期巡展等一系列方式擴大XXXX在周邊鄉(xiāng)鎮(zhèn)區(qū)域影響力。先發(fā)制人 推廣全面下鄉(xiāng) 搶占鄉(xiāng)鎮(zhèn)客群Supporting strategyEasily Property buyers 0 monthly planTo seize the golden May gold sales of

47、 advertising comprehensive countryside interception return of 51 small holiday customer base, take the initiative to the occupation of the township resources, stimulating the demand for the purchase of the township segments. Township wall advertising, banners, distribution of posters, and regularly

48、tour a number of ways to expand stride Agile in the surrounding township area.營銷策略不斷向外界釋放XXXX熱銷信息，并同事輔以“年度無憂購房計劃”倒計時，強力向潛在購房客戶施壓，促使他們盡快到現場登記，并且能夠在一定程度上迫使五一返鄉(xiāng)客戶沒有猶豫時間?！澳甓葻o憂購房計劃倒計時”，制造緊迫感Marketing strategyAnnual worry-free purchase plan countdown to create a sense of urgencyConstantly released to the

49、outside world calmly to AGILE selling information, and colleagues supplemented by the the year worry-free purchase plan countdown, strong pressure on buyers and potential customers, prompting them to the scene as soon as possible registration, and can to some extent, forcing fifty-onereturn of the c

50、ustomers do not hesitate to time.推廣文案錯過將不只是等待Promotion copy年度無憂購房計劃辦理倒計時，最后X天Miss will not just waitThe year worry-free purchase scheme as the countdown, the last X days臻藏房源4500元/一口價同步發(fā)售中Treasure houses of 4500 yuan / a price synchronization sale推廣文案好房子總是給有準備的人Promotion copy年度無憂購房計劃辦理倒計時，最后X天Good ro

51、om always to those who are preparedThe year worry-free purchase scheme as the countdown, the last X days臻藏房源4500元/一口價同步發(fā)售中Treasure houses of 4500 yuan / a price synchronization sale鄉(xiāng)鎮(zhèn)文案您來的正是時候Promotion copyXXXX“年度無憂購房計劃”最后限量辦理中You came just in timeStride Agile worry-free purchase plan for the year l

52、ast limit processed臻藏房源4500元/一口價同步發(fā)售中Treasure houses of 4500 yuan / a price synchronization sale開盤文案為106位剛需置業(yè)者而來Promotion copy8#創(chuàng)變N+1新品即將耀世登場，敬請期待For the 106 just need to home buyers from8 # create variable N +1 new upcoming Yiu World debut, so stay tuned第二階段營銷費用媒體渠道規(guī)格數量訴求點價格備注報紙廣告6年度無憂購房計劃倒計時25萬4月1

53、6日起投放短信全發(fā)周50萬條一口價特惠6萬4月20日起發(fā)送海報派發(fā)每周兩千份一口價、特惠房3500元4月21日起派發(fā)鄉(xiāng)鎮(zhèn)墻體5塊攔截鄉(xiāng)鎮(zhèn)客群及返鄉(xiāng)客10萬4月21日起投放鄉(xiāng)鎮(zhèn)條幅100條一口價、特惠房3000元4月21日起投放鄉(xiāng)鎮(zhèn)巡展接受鄉(xiāng)鎮(zhèn)客戶咨詢5萬4月21日起禮品派發(fā)1000份鄉(xiāng)鎮(zhèn)客戶禮品派發(fā)1萬合計47.65萬The second phase of marketing costsTotal 476 500第二階段營銷費用合計47.65萬Marketing costs of the second phase of a total of 476 500第二階段推廣從4月16日正式開始，借助

54、第一波熱銷氛圍輔以特價房帶動8#整體銷售，消化第二波106套房源的80%左右，在上半年共計實現回款約1個億。The promotion of the second phase from April 16, beginning with the first wave of hot atmosphere complemented by special room to drive the # 8 overall sales, digest about 80% of the source of the second wave of 106 suites, the back section in the

55、 first half of the year a total of about 1million.第三階段推廣目標：保持余溫，持續(xù)項目熱度；營銷目標：消化前面三棟剩余尾房，為年底沖刺做準備The third stagePromotional objectives: to maintain the warmth of the ongoing project Redu;Marketing objectives: to digest in front of three remaining Weifang, sprint to prepare for the end of營銷主線在此期間，因項目已沒

56、有新品房源在對外銷售，故集中所有力量消化前期剩余房源，分期首付旨在最大程度上吸納眾多購買力不強的群體。客戶購房只需支付兩成或一成首付，剩余首付款可在簽定購房合同后三個月內繳清，不收取任何手續(xù)費。分期首付 吸納更多購買力不足客戶Marketing the main lineInstallment down payment to attract more lack of purchasing power customersIn the meantime, the project has no new listings in foreign sales, it concentrated all th

57、e power to digest pre remaining houses down payment in installments designed to the maximum extent possible to absorb a number of purchasing power is not strong group. Customers to purchase only pay 20% or one percent down payment, the remaining down payment can be paid off within three months after

58、 the signing of purchase contract, and does not charge any fees.輔助策略在此期間，通過組合式促銷方式，穩(wěn)固項目的市場熱度。每月第三周拿出10套（具體數量根據實際情況確定）特惠房，作為促銷房源。每月第四周拿出10套（具體數量根據實際情況確定）做一口價，為月底銷量沖刺。營銷組合拳 周周有優(yōu)惠 月月有特價Supporting strategyMarketing mix boxing week offers monthly dealsDuring this period, through the combined marketing ap

59、proach, a solid market heat of the project. The third week of a month out of 10 sets of special rooms, (the exact number is determined according to the actual situation) as a promotional listing. The fourth week of a month come up with 10 sets (the exact number is determined according to the actual

60、situation) to do a price sales sprint for the end.輔助策略在促銷期間，通過密集的活動策略，持續(xù)保證現場人氣，形成熱銷氛圍。以互動式、利益式、互動式等系列活動帶動熱度，同時，定期舉辦一些具有一些促銷力度活動，帶動項目銷售。小活動暖場 大活動促銷Supporting strategyThe warm event promotion of small activitiesThrough intensive activities in the strategy during the promotional period, continuing to e