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Hot pot restaurant marketing plan
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Kết quả tìm kiếm “Hot pot restaurant business plan【Telegram:Tether888】Make money fast】Entrepreneurial DreamWorks【[email protected]】Money making money】szhxskawa” – Chuỗi siêu thị Nhật Bản nội địa – MADE IN JAPAN Konni39 tại Việt Nam
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Kết quả tìm kiếm “Hot pot restaurant business plan【Telegram:Tether888】Make money fast】Entrepreneurial DreamWorks【[email protected]】Money making money】szhxskawa” – Chuỗi siêu thị Nhật Bản nội địa – MADE IN JAPAN Konni39 tại Việt Nam
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Hot pot restaurant marketing plan
Part 1: Hot pot restaurant marketing plan
I. Investigation on the status quo of Tiandi and Hot Pot Square
Due to the rush of planning activities and more personal activities, the investigation was not comprehensive and detailed, which hindered the formulation of planning.
On the evening of the 24th, the phone contacted Tiandi and the person in charge, Ms. Wang, and made an appointment for the investigation of Tiandihe on the 25th.
Overall environment:
1. At 11 am, the staff sat in a chair and chatted; at 4:30 in the afternoon, the manager slept on the counter.
Among the 7 people interviewed who had been in the world and had eaten hot pot, 3 of them had problems with the details of the service.
2. The market is positioned for mid-to-high end. At this stage, it is mainly aimed at people with cars.
Most are mid-range cars.
3. The peak business period is from 7:00 to 8:00 pm, April 25, 7:30, and the minimum number of consumers in each group is up to two.
Among the 5 groups interviewed, except for one group, which is a banquet friend, each group has at least 2 children, and consumers consume more households.
4. The featured product is yak meat hot pot, but the product is not enough.
5. The positioning of the business district deviated, Man Tingfang positioned “Fantasia Campus Theme Commercial Plaza” and “Jiazhou New Town Life Plaza”, but because of its backing to the Polytechnic, the snack bar, small restaurant, barbecue There are many Internet cafes, and the food market is 100 meters behind.
6. It is understood that there will be 50,000 households in Jiazhou New Town and Mantingfang in the future.
7. In the future, the Green Heart Highway will connect the region with the prosperous part of the Central District, which will greatly promote the development of the region.
2. About SWOT analysis of Tiandi and Hot Pot Square
a) Advantages
1. The positioning is clear, and this positioning has a market vacancy in Leshan.
2. Parking is convenient and safe.
3. The overall geographical position is superior.
2) Disadvantages
1. Due to the location close to the school, the small restaurants are set up, which reduces the grade of the business district.
2. The location is far from the densely populated area of Xianle Mountain. It is more troublesome to go to the hot pot here.
3. The promotion of featured products is not enough.
4. Insufficient training of service personnel.
5. The hot weather in summer has hindered the consumption of hot pot from some people.
c) Opportunity
1. There are only a handful of high-end hot pot restaurants in the Central District of Leshan City, and the market vacancies are obvious.
2. Have a large potential customer base, which is conducive to long-term development.
3. The construction of the Green Heart Highway in the future will drive the development of the region.
d) threats
1. The surrounding real estate will not be accommodated in the short term.
2. The location is far from the densely populated area of Xianle Mountain.
It is difficult for consumers to know that there is a hot pot restaurant here.
3. The well-known hot pot chain Liu Yishou has a branch in the Moruo Plaza not far from Xiaoba, posing a threat.
V) Analysis
The advantages and opportunities of Tiandi and Hot Pot Square are obvious.
1. The positioning of Tiandi and Hot Pot Square is the mid-to-high-end market, while the high-end market in Leshan is vacant.
2. Consumers in the middle and high-end market often have cars, pay attention to the quality of life, and will not hinder them from eating hot pot because of the few minutes.
3. There are a large number of parking spaces in Mantingfang Phase II, and there are security posts to meet the parking requirements of consumers.
This is not available in other medium and high-end hot pot restaurants.
.
Six) Strategy
1. The geographical location has no obvious advantages in the near future, but it has great potential in the future.
Therefore, it is necessary to consider long-term benefits, pay attention to the maintenance of old customers, and the development of new customers.
2. Develop new products and attract new customers for the hot pot problem in summer.
3. The featured products are not prominent, and they are guided by consumption to drive consumption of featured products.
3. About Tiandi and Hot Pot Square Marketing Planning
a) Marketing theme: “Retain old customers and develop new customers”
May Day and other holidays are the peak period of food and beverage consumption, but the income of May Day and Three Days is not comparable to the income of one month. The purpose of holiday marketing is not only to improve short-term economic benefits, but more importantly to retain existing customers. Develop potential new customers and drive future growth.
In addition, Jiazhou New City and Man Tingfang will have a large number of potential consumers to stay in the future, as well as new customer development.
For this theme, implement new product development strategies, combined sales strategies and membership card marketing strategies.
And carry out promotional promotions for the hot pot restaurant consumer groups.
b) Membership card marketing strategy
The benefits of implementing a membership card
1. Long-term advertising effects.
2. Help to retain old customers.
3. Collecting member information to improve future products and services, to make customers more satisfied, and to facilitate future marketing plans.
Member division
1. Ordinary member
2. Gold member
Membership card function
1. Ordinary members: Give a special dish with card consumption; or enjoy discounts.
2. Gold card members: With the card consumption, priority is given to the use of the elegant room, and the ex-gratia fee is exempted; a special dish is given; and discounts are available.
Note: Try not to use discount methods for low-cost marketing.
Membership card production requirements
1. Ordinary card: simple, generous, and good.
2. Gold card: noble, elegant, can highlight the cardholder taste.
3. Both ordinary cards and gold cards are numbered uniformly.
Membership card issuance form
1. Ordinary card: During the May Day period, consumers in this store can give away.
Or usually spend more than 300 in the store.
2. Gold Card: It is presented to enterprises and institutions and Leshan social celebrities in the form of gift-giving.
Remarks: Leverage marketing: Leverage Man Tingfang, Jiazhou New City Sales Center, free membership card for its owners.
Member management
After the membership card is issued, the cardholder information is recorded corresponding to the membership card number, and the specific information, consumption amount, consumption menu, dining habits, etc. of the cardholder each time they come to consume.
Collecting member information to improve future products and services, and to facilitate future marketing plans.
2) New product development strategy
Eat hot pot in summer, have a hot feeling, and easy to get angry.
And with the modern people’s living standards, in the family consumers, there are often elderly consumers over the age of 60, they should not eat more greasy; for young women who love beauty, it is not appropriate to eat spicy.
Targeted new product development should be carried out for this issue:
Refreshing warm-up hot pot, health care type hot pot, beauty detox type hot pot, etc.
c) Combined sales strategy
Combine a variety of dishes with the bottom of the pot to form a different hot pot set, and make a special name for each set, and make a certain discount for the combined package.
The role of this strategy:
1. Guide consumers to consume different dishes and new products.
2. Help consumers to make the best taste mix.
3. The naming of the package combination can deepen consumers’ impression of this hot pot restaurant and this hot pot.
4) Promotional promotion strategy
Tiandi and Hot Pot Square are positioned in the middle and high-end market, so when doing propaganda, they are positioned as “fine hot pot”.
Target consumers
At present, the target consumers of Tiandi and Hot Pot Square are middle and high-end people. They have cars, have money for catering and leisure consumption, and they usually bring family members or friends.
This group of people concentrated in the riverside tea shop and tea house, business clubs, leisure and fitness clubs.
Propaganda form
Flyer:
1. Production requirements: invitation form, beautiful, generous, 3000 copies
2. Contents: A brief introduction to Tiandi and Hot Pot Square, new dishes, new pot bottom, introduction to Wuyi activities, etc.
3. Distribute: Binjiang Road, riverside tea shop and tea house, business club, leisure and fitness club.
Newspaper advertisement:
Instead of taking direct advertisements in the newspapers and magazines, the flyers will be handed over to the newspaper Leshan agents and distributors, and the flyers will be inserted in the newspapers and magazines, so that they can be promoted at a very low cost.
TV advertisement:
1. Content: Brief introduction to Tiandi and Hot Pot Square, special features, new dishes, new pot bottom, introduction to Wuyi activities, etc.
2. Time and duration: During the period from 6 o’clock to 8 o’clock, two 30-second advertisements will be placed between one hour.
Play time from April 28th to May 1st.
Note: Due to the high cost of TV advertising, it is pending.
budget
Leaflet: 0.5 yuan × 3000 copies = 1,500 yuan
Leaflet issuer: 30 yuan × 10 people × 3 days = 900 yuan
Chapter 2: Hot pot restaurant marketing plan
First, the purpose
We already know the strategy of combating competitors. By cracking down on competitive brands, we have already had a very good advantage in newly opened stores. But for competitors who have successfully operated for a while, our previous strikes cannot directly affect our business. Amount, so this supplement is needed in order to be able to snatch and narrow down the market of some competitors, while at the same time achieving the goal of combating competitors.
Second, preparations before robbing
Before any activity is carried out, a single store should conduct a preliminary investigation of competitors in the business circle, and separate the main competitors and secondary competitors. The survey of major competitors includes: decoration positioning grade, food price positioning, competition Opponent selling point, service quality, health, etc., operating procedures, turnover, attendance, advertising strategies, promotion strategies, etc.
Based on the analysis of such market research results, we will develop our snatch plan.
Third, because of different brands and regional differences, the headquarters only provides a few typical examples, do not intend to do detailed implementation rules, focus on disseminating a kind of thinking, I hope that the single store has its own detailed plans and strategies in the implementation.
Fourth, grab the strategy
<一>The decoration of single store
1. The decoration style of a single store implements the standards of the headquarters, which means that it has a distinct personality and can highlight the cultural atmosphere.
2. It should not be too rough in the decoration materials and construction technology.
3. The single store on the scale and the upper grade is relatively competitive. The single store can have a VIP room to attract the established customers. At the same time, it can play an advertising effect and create influence in the industry.
4, 800m2 or more single store can consider adding a bandstand: 1 folk music performance; 2 fashion model performances, singers singing to increase the atmosphere, stabilize the source of residents.
<2> Price positioning
Price is the most sensitive adjustment lever. Our single store should position the price according to its own situation. Our pricing standard does not refer to the secondary competitors. It mainly refers to the main competitors of the same grade, and the price is slightly lower than that of such competitors. For those who can’t be higher than the competitors or special sales on the main products, they are better than the opponents in terms of service or preferential measures.
<3> Analyze the strengths and weaknesses of competitors.
Advantages and disadvantages of competitors in the business circle We analyze from two aspects: important factors and non-important factors, such as environment, health, dishes, and services.
Non-important factors mainly refer to supplementary and auxiliary measures, such as some non-significant preferential measures; among many important factors, our competitors already have them, so our rules must find the shortcomings of competitors among non-critical factors. If the competitor has parking lot or car wash service; the number of snacks, whether there are children, women’s favorite food; whether the group has vehicle transportation; whether there are green plants in the store; the extension of service; whether there is a gift for the gift; the gift of a small gift, etc. .
In order to make our single store manager have a concept and implementation ideas, the following briefly introduces a theory of “quadrant analysis model”, I hope that the theory conveyed by the headquarters can give us a single store manager.
Patch zone advantage zone advantage zone: It is a single store advantage and needs to be maintained.
The Opportunity Zone maintains the patching area: the single store performs poorly in this respect and needs to be repaired and improved.
Opportunity zone: Single store performs poorly in this regard.
Consumers and competitors, including our single store, are neglected, and our single store can tap into this opportunity to understand the satisfaction of our customer base and attract potential customers.
Maintenance area: A single store performs better in this respect. It does not have much practical significance for a single store and does not require much effort.
Here are a few examples of applying the above theory:
1. Meal gift or CD event
Details: If you spend xx yuan, you will receive a xx yuan book or CD.
This kind of program will be very attractive to people in the era of knowledge culture. Whether you are reading or listening to CDs, you can think of our single store, and we will mention our single store many times in the communication between customers and their friends, attracting others. Friends become our customers, this way is very consistent with our single store, attracting other friends to become our customers, this way is in line with the strong cultural atmosphere of our single store.
2. If the other party collects rice, our rice is free. If the rice of the opponent does not collect the money, then the rice in our single store should be made of high quality imported rice, such as Thai fragrant rice, northeast rice, etc. Highlight your own characteristics.
3, the store’s snacks are diversified and new varieties are added at the right time. If the competitor only provides one kind of fruit platter every day, then our single store offers a variety of fruit platter arch customers.
4, can produce “cash bag”, the cash register on the printing of our single store related to the introduction and set the phone, used to install the cashier to find the replacement of the customer’s change, both sanitary and convenient, and play a role in the promotion of a single store.
5. If there is no entertainment facility or venue in the dining hall or private room of the competitor, then our single store can open a performance stage in the appropriate position such as the lobby, which is used for entertainment and program hosting.
6. If the competitor has no appetizer or only one before the meal, then we can consider giving two or more appetizers before the meal.
7, including the opening of the “luxury room” we said earlier is also an innovation in the opportunity zone.
Waiting for a series of methods to find opportunities to fight against competitors, the premise must be that the disadvantages of the “repair zone” have been fundamentally changed.
<4> Single store promotion
The purpose of single-store promotion is to increase awareness and reputation, mainly through advertising to increase awareness, such as newspapers, television, radio, street signs, newsletters and other advertising channels to achieve.
Improve the reputation of a single store through charitable activities such as sponsorship, donations, and condolences.
In addition, by improving customer satisfaction, it is also possible to enhance the role of a single store brand.
<5> Looking for selling points
The selling point is mainly to be able to absorb the details of the customer. If a competitor’s selling point has a great effect, the single store should immediately carry out preliminary imitation. If the competitor does not immediately innovate, then his selling point will be diluted by us, and our single store is in The price transmission route has made some efforts, which has become a selling point for competitors. This method is a passive method. The positive method is to find a selling point according to the characteristics of the surrounding environment, such as low-priced promotional drinks, innovative dishes, innovative services. , customer support measures and other methods, such methods are constantly updated to avoid competitors to follow suit.
<6> Establish a marketing team and develop marketing strategies through multiple channels
1. Establish a marketing team.
The single store manager should also be an excellent salesman and the leader of the marketing team. All employees should be single-store salesmen and carry out full-market marketing.
The store manager, the floor and the executive manager play a major role, and they are also the core strengths.
The marketing plan of the head office must be evaluated and forecasted by a single-store marketing group in a single store, and needs to be supplemented and innovated if necessary.
2. Establish a part-time marketing team.
Column list, ranking list:
A. List friends who are good and have certain social relationships. They often “take customers to consume” through them.
B. Staff members who can contact entertainment and leisure venues can send invitation cards or discount cards to give them appropriate commissions or dividends according to actual consumption.
Of course, there are many ways to establish a part-time marketing team, mainly because the single store chooses the appropriate method according to the local market and the situation of the store.
Channel marketing is not a new concept. The channel that a single store passes is also the promotion method and communication channel provided by the headquarters. It uses stereoscopic promotion and promotion to achieve the purpose of robbing the competitor market.
<7> Regular promotion
Some competitors put “empty 100, send 50” on the glass curtain wall as a perennial promotion means and propaganda method. This kind of promotion method reduces the gold content of the store’s preferential measures in the hearts of customers, so we do not recommend In this way, we will make full use of various holidays and other event days to launch promotional activities to combat competitors. In this regard, our “Planning Handbook” has made a comprehensive reminder, of course, local celebrations and celebrations in different ethnic areas. With different characteristics, the store can find new promotion points according to local conditions.
<8>Create customer files
The customer file list provided by the headquarters, the single store records the customer information in detail according to the form content, and archives it. It will return to the store regularly, and invite the main customers to participate in the store’s promotion activities to strengthen the public relations work.
V. General comments
Regardless of the kind of looting measures, it is necessary to make an effective evaluation. Afterwards, it is easy to summarize and improve. Each action does not have to be comprehensive, but it must have a focus and strategy. If you need assistance from the headquarters before the action or if you have any problems, please call: 62836645- 801, Corporate Planning Department contact.
Chapter 3: Hot pot restaurant marketing plan
I. Company Overview
Xinxiang City “Fresh Lamb House” mutton mutton hot pot restaurant is located at No. 120 Renmin Road, Xinxiang City. You can take the No. 31 bus in the city and get off at the city cross station.
The name of the grassland fresh lamb building, the name may be relatively strange to ordinary diners, in the mainland cities like Xinxiang, such authentic Inner Mongolian mutton is rare.
The fresh lamb building was founded in December 20XX in Baotou, the “hot pot capital” on the prairie of Inner Mongolia.
With its novel three-flavored hot pot, unique five kinds of soup flavors, eight kinds of pot bottom combination, high quality Inner Mongolia special fresh lamb floor meat, combined with a strong traditional Chinese food culture and deep modern marketing management.
In the fiercely competitive hot pot industry, it has become a singular dining star.
Inner Mongolia Xianlalou Catering Co., Ltd., headquartered in Baotou, Inner Mongolia, has been registered with the State Administration for Industry and Commerce. The new technology for Sanwei hot pot and mutton processing has obtained two national patents.
In December 20XX, it was awarded the title of “Green Catering Enterprise” by the China Cuisine Association.
With a high sense of responsibility and professionalism, the company has developed a set of professional management modes of joining, planning, training, distribution, management and marketing with the quality tree brand and development in good faith.
Now it has developed more than 300 franchise stores nationwide and 90 regional distributors.
And it is expanding rapidly across the country at an unstoppable rate.
The company’s goal is to build the first brand of Chinese hot pot industry.
The service tenet is: customer first, achieving 100% customer satisfaction rate in all aspects.
Since the establishment of the Fresh Lamb House in 20XX, the production concept has been continuously updated, creating more than 300 franchise chain stores nationwide.
In the process of rapid development, the company maintains a steady and steady style, and promotes the overall appearance of the company with a realistic and innovative style, and promotes the chain business of Xianla Building to a new level.
Second, environmental analysis
1. Giant view/micro environment analysis
To understand the mutton, you must first understand the origin of the mutton.
The legend of mutton mutton originated in the Yuan Dynasty.
In the same year, Yuan Shizu Kublai, the commander of the army, went south to expedition.
In a march, he remembered the dishes of his hometown – the stewed lamb, and ordered the men to kill the sheep and burn the fire.
The chef knows that his temper is violent, so he is in a hurry. He cuts more than ten pieces of thin meat and puts it in boiling water for a few times. When the meat color changes, he immediately takes it into a bowl and sprinkles fine salt.
Kublai had even eaten a few bowls and turned the horse to the army to meet the enemy. The result was a victory.
In the preparation of the celebration banquet, Kublai specially ordered the mutton.
The chef rushed to the front and said: “There is no name for this dish, please ask the name of the handsome man.” Kublai smiled and said: “I will call it ‘涮羊肉’!” From then on, “涮羊肉” became the court cuisine. .
The mutton meat is fine, the meat is thin and complete, and the seasoning is palatable.
The seasonings generally include sesame sauce, Shaoxing rice wine, sauce tofu, chili oil, pickled cauliflower, brine shrimp oil, and special soy sauce.
When eating, the customer sits around the stove, sandwiches the mutton slices into the boiling soup, and then garnishes the seasonings.
Lamb mutton is suitable for all seasons, but it is best in winter.
There was a lot of snow outside the window, a cold scene; the interior was steaming, and a few friends ate and smashed, and it was a hot scene.
After hundreds of years of development, mutton has become a good and popular choice in people’s daily dining.
Located in Dongfu Market near Wangfujing Street, Donglaishun Restaurant has a long history and is the first choice for mutton mutton.
In addition, in the streets of Beijing and Shanghai, mutton mutton shops can be seen everywhere, enough to see that mutton mutton has occupied a high position in people’s minds.
In the mainland like Xinxiang, the mutton has a strong appeal, which is enough to see from the enthusiasm of the hot pot restaurant.
In mainland cities such as Xinxiang, there are not many opportunities for people to access grassland by-products. Compared with milk, which has become popular in the mainland, mutton mutton has a strong appeal in the hearts of the public.
According to the survey, especially in the winter, people like to eat things that can make people’s bodies hot after eating, and hot pot is of course the first choice.
Warm supplements like lamb and beef are also good for people’s health.
Therefore, the objective environment in the Xinxiang area is very beneficial to the newly opened branch of the fresh lamb building. It is a good time to enter the market when the mutton mutton is not popular in Xinxiang.
2, competitors, opportunities, threat analysis
In Beijing and even the whole country, Donglai Shunyu Mutton is the famous and oldest mutton mutton.
It was founded in XX by the Hui people named Ding Deshan.
The practice of simmering mutton in the east has almost become a model for domestic mutton.
In XX, the mutton mutton of the store won the Golden Ding Award of the Ministry of Commerce’s system quality products; in the first national halal cooking technology competition in XX, it was recognized as halal brand-name food.
But Xinxiang local, there is no branch of Donglaishun.
Xinxiang City has a long history. The large-scale mutton-based hot pot restaurant mainly consists of the “Koufuju” hot pot restaurant in the middle section of Renmin Road, Xinxiang City.
It was established in XX, and has opened four branches in Xinxiang City. It has a strong influence in the hot pot industry in Xinxiang City. When Jin Yong tasted the mutton in the Beijing Head Office in Koufu, This is full of praise and inscriptions in the store.
The quality of the good meals in the official mouth of Fuju was exchanged for the public’s reputation.
In addition, there are “Old Beijing” 涮肉坊 in Xinxiang, “Prairie Xingfa” hot pot restaurant, “Changlaishun” red mutton mutton, Zhuyuan Hotpot City and other hot pot restaurants have certain influence in different areas of Xinxiang City. Power and good word of mouth and influence.
Under such fierce market competition, if the fresh lamb building does not have certain unique advantages, it is difficult to survive under such competition. The fresh lamb building has fully realized this and gradually developed its own unique method of making lamb. It is also the mutton of Inner Mongolia that has its own pure taste in breeding under such cooking.
The Fresh Lamb House has a 10,000-acre lamb production base. Each lamb you taste is a carefully selected pure fresh lamb meat that is now slaughtered, processed and shaved.
The fresh lambs are all selected from the following years. The lambs are refined through multiple processes such as acid removal, gluten removal and detoxification.
It is characterized by tender meat and longevity.
Regular food has the effect of tonifying qi, nourishing yin and strengthening yang, warming the stomach and strengthening the body. It is especially effective for the recovery of the disease.
The first original Sanwei hot pot has been chained nationwide, occupying a certain market and winning a reputation.
The Shanzhen Tang, which is launched in the store, only drinks, and has the effect of nourishing the skin, nourishing the eyesight, moistening the lungs, removing the toxins from the body, and is very suitable for office workers.
The brilliance of the red soup is red, spicy and refreshing, with a long aftertaste, an appetizing spleen, a dehumidifying hurricane, and the elimination of fatigue. It is a business food for leisure activities on weekends.
This product is not greasy, spicy and not dry, and it is not too long to eat.
People in the fresh lamb shop feel not only delicious food, but also meticulous and comprehensive services, so that people have the same ease of eating at home.
It is such a good product and good service that is the foundation of the present and future fresh lamb building.
Adhering to the principle of “customer as God” and wholeheartedly taking customers as the center to carry out services and business is a criterion that every business must adhere to.
While doing this, the neighboring competitors are also launching their new cuisine, new food and new ways of eating.
Therefore, the fresh lamb building must be aware of this, persist in the long-term, and always walk in the forefront of market competition.
Third, 4P analysis
In the marketing process of the enterprise, 4P has a significant impact in this process.
The 4P in the concept of marketing marketing is product, price, location, and promotion.
This 4P is a factor that can be controlled in the marketing process, and it is also the main means for enterprises to carry out marketing activities. The specific application of them forms the marketing strategy of the enterprise; the use of them is also a profound influence on the future of the enterprise. fate.
1, the product
As a hot pot restaurant, Xian La Lou is undoubtedly a product related to hot pot.
The characteristic of the fresh lamb building is the mutton mutton. This is the advantage of the fresh lamb building and the signature food that the fresh lamb building should be.
In addition, all foods in the fresh lamb floor should be centered on the mutton mutton. This is the direction that the fresh lamb building should adhere to now and in the future. Others should undoubtedly be centered on this.
2, the price
The shop floor area of Xian La Lou is 230 square meters and the passenger capacity is 150 square meters. Due to the size of the store and the consumption habits of Xinxiang people, the per capita consumption of Xian La Lou is only 25 yuan per person.
This price is completely acceptable to the average consumer.
Therefore, compared with other large-scale stores, the fresh lamb building obviously has a certain price advantage.
Fresh Lamb House should seize this advantage and attract more middle and lower-tier consumers without reducing the quality of food and service quality.
3. Location
Xianla Building is located at No. 120 Renmin Road, Xinxiang City. Renmin Road is a new and prosperous street in Xinxiang. The traffic is very large, especially on weekends and nights. There are many consumers on this road.
Some of the more upscale residential quarters are very close to the fresh lamb building. In addition, the important geographical location of Renmin Road in Xinxiang and the developed traffic environment around it have brought certain advantages to the operation of Xian La Lou, which is very beneficial to publicity enterprises. Culture and erect a good reputation among the broad masses of the people.
4, promotion
In order to establish a good image and solid foundation for the company in the short term, it is indispensable to adopt certain promotion methods, which is conducive to people’s understanding of the fresh lamb building; therefore, at the beginning of the opening of the promotion means to the enterprise Propaganda is essential.
Propaganda is an indispensable means for enterprises to expand their corporate reputation. Especially at the beginning of the business, enterprises must regard this as the focus of marketing plan development, and other activities should be carried out as the center.
Fourth, Action
Paper talks will not bring any benefits to the company, only the actual actions can bring benefits to the company.
The fresh lamb building should formulate a marketing strategy in line with the local environment according to its own objective conditions, paving the way for the next development of the company.
Specifically, the following strategies can be used:
At the beginning of the opening, temporary or fixed stalls were set up in the bazaars, shopping malls and communities.
Pull banners and send flyers near the storefront.
Set up some popular organizations, issue discount cards, and discounts on card consumption.
Establish a close customer relationship and give us a small gift on the customer’s birthday, wedding anniversary or illness.
When the new product is launched, it will be free with a small bag.
Please visit local inscriptions, government officials, inscriptions, and photos.
Vegetarian culture events, such as the Chung Yeung Festival, to celebrate the influence of vegetarianism and storefronts.
In the holidays, we will carry out activities of “selling love” and “filial piety” to let our children send health to their parents.
Participate in public welfare activities related to health, health, beauty and fitness.
Holidays work with local media to launch hot pot lectures, hot pot columns, and hot pot recipes.
V. Goals
While developing the business, the company should follow the enterprise spirit of “quality-oriented, honesty, great achievements, and win-win”, and regard the word “fine and honest” as the company’s business philosophy, focusing on customers. Focus, pursue the business tenet of “product quality is life, quality service is the foundation, modern management is the means, customer satisfaction is the goal”.
On the basis of the implementation of the national quality management system, in order to maintain a good reputation and image, the headquarters of the fresh lamb building headquartered in Baotou City, Inner Mongolia, unified distribution of raw materials for chain stores nationwide, and unified implementation of hotels. Strong technical guidance and supervision as well as service.
Adhering to the service tenet of “customer first, achieving 100% customer satisfaction rate in all aspects”, continuously improving product quality, and finally achieving the corporate goal of “building the first brand of Chinese hot pot industry” is the direction of the struggle of the fresh lamb building, but also Consumer commitment.
Part 4: Hot pot restaurant marketing plan
First, the purpose
Our single store defends and combats competitive brands in the business district, especially in the recently opened stores in the business district. At the beginning, there should be some marketing measures and interference measures to maximize the maintenance of its customer base until it is understood. The other party’s customer base is to achieve the goal of combating competitive brands.
Second, the work to be done to combat competitors
1. Set up a working group
Select the employee who is familiar with the proportion of the business circle in the single store, and the single store manager is the leader.
2, collecting background information
Collect information about competitors, competitors’ geographic location, potential customer base, when to open, opening promotional programs, promotional content, time and other information.
3. Decide on the goal
Select the competitive brands that need to be attacked
4, establish priorities
When there are several competitive brands in the business circle, you should determine the first action plan and target, and arrange the stage to crack down on the plan. Avoid doing it at the same time. The result of this will lead to several joint efforts to attack yourself.
5. Establish a strategy according to the goal
We recommend to start building a crackdown plan while getting competitive brand information. Because of the different brands and regional characteristics, the headquarters does not plan to come up with specific strategies, aiming to rely on a single store to establish strategies based on actual conditions.
6. Decide on execution details to support the strategy
After a single store is getting a strategy, our action team should discuss the implementation method in order to implement it and achieve the desired results.
7. Promotions for competitors
Before the competitors opened, we launched promotional activities. At the opening ceremony of our competitors, our promotion activities reached a climax, grasping the opportunities, trapping consumers here, and letting the competitive brands pass through the scene.
8. Budget
The whole activity should be invested in a certain amount of expenses. We should make a budget in advance for a single store, so that funds can be put in place during implementation to prevent disconnection.
9, tracking, evaluation
Summarize in time and point out the shortcomings in order to improve the strike plan we have implemented.
Third, single store action strategy
When a single store knows that a competitive brand is ready to decorate near the store, when rebuilding the store:
1. Collect and analyze competitor data
*Understand background information
*Learn about its menu content, price, and featured varieties
*Opening date
2. Understand the strength of competitive brands
* Analyze potential threats from competitive brands based on market research data
3, check
* Whether the basic facilities of the store are perfect or need to be repaired;
* Check the basic operating conditions of the store, whether the employee’s emotions can carry out the crackdown plan;
* Check the quality of service and the quality of the dishes to meet the standard. If training is required, the on-the-job training should be strengthened;
One month before the start of the competition brand or the start of construction, it must be determined that the basic operation and promotion activities of the single store can be executed correctly and effectively to develop the “Combat Brand Action Plan”.
1. Ensure that each part maintains the best condition;
2, to maintain a stable workforce: * check salary / shift situation; * develop long-term employee incentive activities; * employee image design packaging; * make up the field staff.
3. Make sure that our consumers can easily use our services, paying particular attention to whether or not to increase the number of signboards.
4. Basic promotion activities
* Field service measures;
* Promotion of festivals, birthdays, reunions and other promotional activities;
* Organize in-store visits: food display cabinets, Pakistan cultural exhibitions;
* Introduce free dishes for new dishes, new soup pots, and new snacks;
* Combine the actual promotion measures: drink one bottle and one bottle, eat one and send one, and carry out the lottery.
5. Strengthen the implementation of community public welfare activities
One month after the competition brand opened the store and opened its business
The most aggressive actions are carried out at this stage, and the store should choose to implement according to the actual situation.
1, single store service commitment: rest assured that hot pot commitment, integrity commitment and so on.
2. Employee incentives and full-time marketing.
3. Carry out special food display activities, and operate outside the store. Visitors can taste it for free, attracting customers with large quantity and low price.
4. Special face-to-face promotion
*Rainbow gate; *Air float; *Knife flag; * Banner slogan; * Special lantern suspension; * POP board, billboard content display.
5. Participate in community activities and carry out various low-cost public welfare activities.
6. Marketing activities
* Encourage multiple consumption, using gifts and meal replacement vouchers;
* Discount sales;
* Encourage household consumption, such as giving away the latest family DVDs;
* Invite old customers to talk and send gifts;
* Lunch at noon, greater incentives to increase attendance;
7. Strengthen the promotion of relevant media and raise awareness
special reminder
On the day of the competition brand opening ceremony, our single store should focus on cracking down on the competition to weaken the propaganda of competitors and attract people to our store to consume. This activity has achieved the desired effect.
Because the actual situation of a single store is different, our solution only provides a kind of idea. Our franchise stores follow this line of thinking in actual operation, and we want to achieve the desired purpose.
Article 5: Hot pot restaurant marketing plan
Case 1: DM Guangxuan planning case
In order to expand the scope of publicity, a small hot pot franchise store decided to adopt a large-scale targeted distribution of DM.
DM is produced by a professional advertising company. The recent promotion activities in DM printed catering stores include the purchase of full 60 yuan coupons, etc., and set a tearable voucher of 20 yuan. When the customer spends 60 yuan, 20 yuan vouchers can be used. Arrived.
The DM is issued by employees in their leisure time. In order to improve the distribution effect, the catering store adopts incentive measures for the release of personnel: the employee signs the DM, and after the recovery, the vouchers are rewarded at a ratio of 1/4.
計畫印製l萬份DM，含設計費和印刷費，費用預計為2200元。案例2：雜誌廣宣策劃案某特色火鍋店開業後還未進行大規模宣傳，為了擴大餐飲門店的知名度，該餐飲門店決定在《魅力》上刊登廣告，進行宣傳。《魅力》雜誌的發行量為7萬份，發行量較大，而且定位於中高端，與餐飲門店的目標消費者一致。案例3：直郵自助餐推廣案某火鍋店加盟餐廳根據店內空間，可以細分為包間區、散房區以及自助餐區。該餐飲門店的營業效果一直不太理想，為了提高餐飲門店的營業額，餐飲門加大自助餐的推廣力度。方法是：向餐飲門店周圍的大型企業郵寄直郵廣虧，以期大型企業可以在餐飲門店舉辦自助餐聚會。廣告的內容包括餐飲門店情況介紹、自助餐介紹、貴賓卡、50元禮券。初期擴展目標定位10家大型二業，費用總計550元，包括500元禮券和50元郵寄費。案例4：簡訊宣傳案隨著中國手機使用數量的上升，簡訊已經成為人們日常溝通交流的重要工具，簡訊宣傳也是一種新興的宣傳方式。火鍋加盟店可以通過電信局查到當地市民的手機號碼，以簡訊群發的方法引起顧客的注意。簡訊內容可以是告知餐飲門廟已經進駐本地，歡迎消費者前來消費，也可以是店內一些比較有噱頭的活動，比如，“喝咖啡，贏萬元大獎”或“五重連環大抽獎，人人有獎等你拿”等活動。但是需要注意的是，這種方法一般適用於知名品牌的餐飲門店，因為，我國簡訊欺詐較為嚴重，消費者對簡訊廣告的認知程度較低．只有知名品牌餐飲門店的廣告才有可能讓消費者相信廣告的信息。案例5：周邊小區客源開發案某特色火鍋加盟店周邊有很多小區，為了開發小區內的客源，該餐飲門店首先調查了周邊小區的房屋售價和人住情況，鎖定待開發的目標客戶群，利用DM直投廣告以及郵寄的方式進行針對性地宣傳。廣告中包含餐飲門店的介紹、相關圖片以及免費的咖啡券。通過此種方法，該餐飲門店有效地進行了新客源的開發。案例6：的士車宣傳案某吧檯式小火鍋店剛開業不久，在當地市場缺乏知名度，為此，該餐飲門店策劃了的士宣傳推廣案。該餐飲門店聯繫當地的計程車客服中心，經協商，提出了以下兩種宣傳方案。①通過協商在北京市內的計程車上打上有該餐飲門店名稱和標誌的溫情廣告語；②也可以製作相關的小裝飾品在車內懸掛。小裝飾品如：有該餐飲門店名稱和標誌的平安符或小公仔等。另外，還可以和一部分計程車司機聯繫，根據載客到本店消費的次數或人數給予司機一定的回饋。通過此策劃案，可以提升該店的品牌知名度。同時，利用司機為該店帶來新的客源，從而增加該店的營業收入。
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