Syb business preparation plan syrup 1
I. Introduction
Dessert, as a representative of modern leisure food, is being accepted and liked by more and more people, but the current situation of domestic dessert industry is far from meeting people's consumption needs. Looking at the domestic dessert industry, ice cream shops and beverage shops under the banner of the United States, Italy and South Korea abound. The variety is simple and similar, the style is the same, there is no connotation and no new ideas, which makes people produce it? Dessert fatigue? . China is the dessert capital of the world, and Guangdong is the most important place in China. The profound dessert culture of China has been bred in South Guangdong for hundreds of years. Chinese desserts are mainly fresh fruits and medicinal materials, which have both delicious and health-preserving effects. The main purpose of this advertising plan is to promote Manchu desserts in northern China and promote China dessert culture.
Second, the market analysis
1, market overview
With the improvement of people's living standards, the requirements for quality of life are getting higher and higher. Eat? Not only eat full, but also eat delicious, healthy and fashionable. Therefore, although clothing, food, housing, transportation and other industries are traditional, they are out of date, and because they are closely related to people's lives, there will always be a market. Dessert, as a representative of modern leisure food, is being accepted and liked by more and more people, but the current situation of domestic dessert industry is far from meeting people's consumption needs. Looking at the domestic dessert industry, ice cream shops and beverage shops under the banner of the United States, Italy and South Korea abound. The variety is simple and similar, the style is the same, there is no connotation and no new ideas, which makes people produce it? Dessert fatigue? . In fact, China is the dessert capital of the world, and Guangdong is the most important place in China. The profound China dessert culture has been bred for hundreds of years in South Guangdong, and the Chinese dessert market in China is very large. The main consumers of this product are mostly in the south because of their living habits, while in the north because of the climate, there are not many people who like desserts, usually children and women. Most of them are concentrated near schools, office buildings and CBD. About 30% of the population. They buy mostly young white-collar workers, spending once a day or so, and most students and children spend once on holidays.
2. Market composition: In the mainland, unlike Hong Kong, there are many kinds of dessert shops, but most of them are located in southern cities, and the northern city is only Beijing, with a low penetration rate. There is a lot of room for development. However, Xu Liushan, another famous dessert brand in Hong Kong, should soon enter the southern city, so Manji should start opening more branches in the north to increase its market share.
3. Characteristics of market composition: The dessert industry in the north is seasonal, the winter in the north is cold, and fewer people eat desserts, so winter is the off-season and summer is the peak season.
Third, product analysis.
1, product characteristics analysis
Professional raw materials, rest assured. Manji desserts all use fresh ingredients on the spot, without adding any preservatives and other substances harmful to the human body, as well as medicinal diets such as Guiling Ointment. In order to ensure food quality and improve operational efficiency, the Group has set up its own central food manufacturing workshop, fruit processing warehouse and logistics transportation fleet, and all the production, transportation and sales involved in the operation are its own responsibility, without any external demand. Accumulated many years of operating experience, the group's operating model has become systematic, including cost control, material selection, production process, quality control, logistics and transportation, product sales and so on. And every detail is meticulous; Products are more innovative, constantly improved and innovated, ensuring to provide customers with the best quality products and maintain market competitiveness. In terms of price, Manji dessert is a high-end product among similar desserts, but it is directly proportional to its service.
2. Product brand image analysis
Since Hong Kong Manji Dessert Group opened its first "Manji Dessert" in Saigon District of Hong Kong on 1995, it has developed from an early family-style dessert shop to a chain-type dessert shop, which is deeply loved by local customers, especially the younger generation in Hong Kong, and highly praised and appreciated by domestic and foreign tourists. "Ji Man Tian Pin" has become a "dessert brand".
Product positioning analysis
In view of the fact that we are facing a group of young new middle class consumer markets. Manji dessert will take interesting elements as a new starting point, and the appearance of dessert monsters will bring shock to the market.
advertising strategy
Advertising psychological strategy
Attract consumers' attention: There is a popular jargon in advertising: If your advertisement can attract people's attention, then the task of selling goods is half finished. ? Advertising has five striking principles: large objects are more conspicuous than small objects; Moving objects are more noticeable than static objects; Color objects attract more attention than black and white objects; A circle is more conspicuous than a square; People themselves are the most conspicuous. You can arrange for the protagonist to appear frequently in TV series, or advertise on TV or online.
2 stimulate consumers' association: objective things are interrelated, and association reflects the interconnection between things. For example, in daily life, people think of warmth when they see a stove, and acid when they see red fruits? Advertising needs leap-forward and breakthrough association. Through careful processing of materials, using the internal relations between things, we should arouse consumers' association with advertising goods by analogy, so as to deepen their understanding of goods, stimulate their interest in goods and form certain attitudes and behaviors. Colorful fruit pictures in crystal ice can be used to show desserts, which can make consumers feel the cold and cool of ice in hot summer.
(3) Persuade consumers to take action:
Let the consumer think that he needs a full dessert, and let the customer trust a full dessert, with the highest service and high cost performance. Imagine, in the hot summer, the sun is like fire, three or five friends meet at the dessert shop, order two frozen coconut milk sago dew, several bowls of colorful red bean ice, drink delicious cool milk tea, chat while eating, and relieve the heat, which can be described as the time when life is proud; In the winter afternoon, the cold wind roared, and men and women hid in the dessert house, hoping to serve a bowl of smooth sesame paste with two cups of hot lemonade to warm their stomachs and hearts. It is a lucky thing for Sansheng. More publicity about what kind of wonderful life experience Manji can bring to consumers will help convince consumers to spend Manji.
Advertising positioning strategy
The so-called positioning is to set a specific position for your product in the minds of potential consumers, which is exclusive to your product and impossible for other similar products to have.
Product positioning: healthy dessert based on fresh ingredients.
② Market Positioning: Facing a group of young new middle-class consumer markets, it tends to be young and fashionable.
(3) Enterprise positioning: With years of operating experience, the Group's operating mode has been systematized, including cost control, material selection, production process, quality control, logistics and transportation, product sales, etc. And every detail is meticulous; Products are more innovative, constantly improved and innovated, ensuring to provide customers with the best quality products and maintain market competitiveness.
④ Quality orientation: strictly control quality and hygiene, and strive for 100% freshness.
⑤ Price positioning: The price is on the high side in similar dessert industries.
6 concept positioning: delicious or fashionable.
⑦ Image positioning: In view of the global market strategy, a brand-new dessert vision system came into being, and then moved towards the newer Asian market. In view of the fact that we are facing a group of young new middle class consumer markets. Manji dessert will take interesting elements as a new starting point, and the appearance of dessert monsters will bring shock to the market. 8 functional orientation: leisure and summer vacation.
Pet-name ruby service orientation: high-grade service.
Advertising planning strategy
Market survey: ① market survey and investigation of influencing factors of market policies and regulations; ② Market supply and demand and market capacity survey; ③ Market competitiveness survey; ④ Market product survey; ⑤ Investigation of advertising activities.
The questionnaire is designed according to the requirements of simplicity, graduality, representativeness, evaluability and certainty.
Determine the theme of the advertisement
Advertising budget
Creative strategy
Advertising creativity should be based on truth, highlight individuality, see the big picture from the small, simplify the complex, pay attention to literary talent, move people with emotion and surprise. There are reverse thinking, analytical synthesis, addition, subtraction, multiplication and division, clever allocation of doubts, free play, brainstorming and so on. Use these methods to design a good advertising idea.
Advertising implementation plan
1, advertising can use a variety of advertising media:
(1) Advantages of newspaper communication: wide spread, fast spread, strong news, high reading rate, strong expression of words, easy preservation and search, and low communication cost. Weaknesses are short timeliness, easy to be ignored by readers, limited understanding, poor color and lack of movement.
(2) advantages of magazine communication: strong timeliness, strong pertinence, exquisite printing and strong expressive force. Weaknesses are long release period, low motivation, limited understanding, poor color and lack of movement.
(3) Advantages of broadcast communication: wide spread, fast spread, strong appeal and multiple functions. The disadvantage is that the communication effect is fleeting and the information is poorly preserved. Limited by the program sequence, the audience can only passively accept the established content, with poor selectivity. Broadcasting only has sound, no words and images, and the audience's attention is easily distracted.
(4) The advantages of TV communication are: the combination of audio and video, good communication effect, strong immediacy, presence, fast communication speed, wide influence, multiple functions and strong entertainment. The weakness is that the communication effect is fleeting, the information storage is poor, the record is unchanged, and it is difficult to query. Limited by the time sequence and the conditions of venues and equipment, the transmission and reception of information are not as flexible as newspapers and broadcasts. The production, dissemination, reception and preservation of TV advertisements are very expensive.
(5) The advantages of the network are: wide range, transcending time and space, high openness, two-way interaction, personalization, multimedia, hypertext and low cost.
(6) It can also be publicized through outdoor advertising.
2. Effective media combination forms include newspapers and broadcast media, newspapers and magazines, newspapers and television, newspapers or television and postal media, television and broadcast media, postal advertisements and advertisements or posters at sales sites.
3. Advertising budget
The methods of advertising budget mainly include: sales percentage method, profit percentage method, sales unit method, advertising revenue increasing method, sales revenue decreasing method, target achievement method and competitor method.
There are several ways to use advertising budget: distribution by advertising function, distribution by advertising media, distribution by advertising area, distribution by advertising time and distribution by advertising goods.
Evaluation of advertising effect
Advertising effect has the characteristics of indirectness, lag, accumulation, dissipation and compounding.
Several important indicators of advertising effectiveness are: sales volume, arrival rate, attention rate, memory level, purchase arousal and AEI.
Combined with the characteristics of advertising effectiveness test, the main methods of advertising effectiveness investigation are: (1) sampling survey (2) questionnaire survey (3) interview (4) observation (5) comparison method.
The analysis of advertising effect mainly starts from two aspects: economic effect and social psychological effect. The analysis of social psychological effects of advertisements mainly focuses on the following aspects: (1) cognitive effect analysis (2) memory effect analysis (3) emotional attitude analysis (4) purchase behavior analysis.
Syb business preparation plan syrup 2
First, the entrepreneurial goal
Business objectives
The first professional dessert shop was established in Taizhou College of Nanjing Normal University. The business scope is Chinese and western desserts. The varieties include ice cream cake, ice cream, ice cream biscuit, shaved ice, syrup, soup (dew), porridge, fruit juice, flavored dairy products, pudding, medicated diet nourishing stew, herbal tea turtle ling paste, China traditional snacks, etc.
Commercial purpose
Sweet, healthy and fashionable.
Second, the market and competition analysis
Market introduction
Taizhou College of Nanjing Normal University is a very young school, which was established just over 2 years ago. At present, there is a lack of a dessert shop that can be managed systematically in the school. The planned sweet dessert shop just fills such a gap.
Market competition analysis
Taizhou College of Nanjing Normal University is a young school. School facilities are improving, resources are scarce, students' consumption environment is even more worrying, and the food problem needs to be solved urgently. Our service tenet can overcome the above difficulties, meet the needs of target consumers and cut into this market quickly, and our business philosophy can hold up our sky. After analysis, we can open this market. Xintian specializes in desserts and insists on brand differentiation and humanized management. Establish and expand the popularity and reputation by infiltrating things quietly, so that consumers can know me, love me and buy me.
target customer
Some people mistakenly think that girls like sweets more than boys, but it is actually wrong. In fact, there is no gender difference in taste preference, and many boys also like desserts. In order to stay slim or lose weight, many girls often regard sweets as a scourge. And now consumers are becoming more and more rational. So sweetheart's target customers are all students.
Third, the characteristics of products and services
Professional raw materials, rest assured.
Xintian has established cooperative relations with regional suppliers of well-known brands of raw materials such as drinking water and dairy products, and marked the ordering area and various promotional materials in Xintian Store. From the perspective of reliable raw material suppliers, give customers a feeling that food safety can be guaranteed.
Rich varieties, more choices
It is hard to please all. Sweetheart, try to adapt the taste of dessert to customers of all tastes. Many styles of desserts are available for all kinds of customers to choose from.
Comprehensive nutrition, healthier.
In addition to ordinary ice desserts, Xintian's business varieties want to start a business and go to the Youth Entrepreneurship Network to find projects, as well as medicated diet nourishing stews, herbal tea and turtle paste popular in some parts of the south. The price list lists the nourishing ingredients, nourishing effects and indications of each dessert, so that customers can choose according to their needs. Dessert with low calorie and good cosmetic effect is especially suitable for girls who love beauty. Eating dessert and keeping in good shape not only do not conflict, but also nourish the skin through food.
Standardized service and higher satisfaction
Xintian employees are divided into four categories: management, dessert processing, ordering cashier and store cleaning. Dress in uniform clothes, operate and serve respectively. Practitioners require professional skills, unified use of Putonghua in service, establishment of strict service management norms and complaint return visit mechanism, and strict supervision and management.
Fourth, site selection analysis
Xintiandian is located at the east end of the first floor of the canteen of Taizhou College of Nanjing Normal University, which can make full use of the tables and chairs in the canteen and accommodate more customers.
Verb (abbreviation of verb) personnel and management
Personnel issues
Every employee of Xintian must be professional, and everyone, including ordering cashier and store cleaning staff, must undergo strict training to ensure the standard operation during normal work. Managers should be equipped with 2 personnel managers and 2 enterprise managers, with bachelor degree or above, excellent professional quality and good practical operation ability; Dessert processing and production personnel should be equipped with 2 formulators and 6 processing operators, with college degree or above, excellent professional quality and good practical operation ability; There are a number of cashiers and shop cleaners, who are on duty after strict training. All employees must apply for a health certificate.
Management thought
The premise of excellent scientific management is to determine and implement correct and advanced management ideas. We will adopt the people-oriented management concept and attach importance to teamwork spirit. Attach importance to personal development, respect personal value, and coordinate with all functional departments to realize the overall development of the restaurant and realize1+1> The effect of 2.
Management philosophy
(1) Respect the independent personality of catering personnel.
(2) The management level is low: the superior plans and manages the subordinate, and the subordinate should obey the work guidance of the superior and try his best to complete the tasks assigned by the superior.
(3) Mutual supervision: the management supervises the work of employees, and employees can also put forward their own opinions or opinions to their superiors.
(4) Create a collective atmosphere: it is necessary to let subordinates feel the strict discipline of the dessert shop, but also care about employees, so that employees can feel the warmth from the collective, which is conducive to strengthening cohesion and improving work enthusiasm.
(5) Fair treatment, equal treatment, from each according to his ability, give full play to his talents.
Management team
Investment is the business of management talents. We will establish a management team with direct technology and experience in various influential positions, and welcome all talents who are interested in seeking the development of this dessert shop to join this dessert shop.
management system
Establish strict service management norms and complaint return visit mechanism, and strictly supervise and manage. Improve the employee code, assessment system and reward and punishment system.
Syb business preparation plan dessert shop 3
Summary of business plan of dessert shop:
1. We need to open a dessert shop with all kinds of desserts. The dessert in this dessert shop is sure to be loved by the market.
These desserts are for customers of all ages, from children to the elderly.
3. In the dessert industry, there are many desserts, but the general customers are young women, and there is no dessert shop suitable for all the people. The desserts in the general dessert shops are almost the same, and there is nothing fresh. So there are few dessert shops of this type in the market.
The capital I have now is that I have a deep understanding of the dessert industry and know how to develop new desserts to attract more customers. Secondly, professionals who develop desserts can be recruited for reasonable research and development.
5. After a new dessert is launched, it will naturally attract a certain number of customers, and then slowly develop various new desserts, from less to more, make more and more desserts with our own characteristics, and make our own characteristics in the dessert industry.
Job description
What we want to do is to enter the dessert industry. The target customers are the general public. Some people mistakenly think that women love sweets more than men, but it is actually wrong. In fact, there is no gender difference in taste preference, and many men also like desserts. Many young women often regard sweets as a scourge in order to stay slim or lose weight. And now consumers are becoming more and more rational. Therefore, the target customers of dessert shops are not only young women, but customers of various identities, tastes and ages, and they are operated by the public.
First of all, we will focus on selling existing products. When we earn the first pot of gold, we will recruit researchers to develop new types of desserts and create our own characteristics.
product description
Our dessert shop deals in Chinese and western desserts. The varieties include Hong Kong fruit dessert, sago, double-skin milk, sesame sauce, tofu, bean jelly, herbal tea, ice cream, ice cream cookies, smoothies and shaved ice, soup (dew), flavored dairy products, turtle paste, smoothies, shaved ice, sugar water, porridge, fruit juice, pudding, medicated diet nourishing stew, China traditional snacks and so on.
Professional raw materials, rest assured.
Our dessert shop has established cooperative relations with regional suppliers of well-known brands of raw materials such as drinking water and dairy products, and marked the ordering area and various promotional materials in the dessert shop. From the perspective of reliable raw material suppliers, give customers a feeling that food safety can be guaranteed.
Rich varieties, more choices
It is hard to please all. Candy shops should try to make the taste of desserts suitable for people of all ages and tastes. Many styles of desserts are available for all kinds of customers to choose from.
Comprehensive nutrition, healthier.
In addition to ordinary ice desserts, there are Hong Kong fruit desserts, medicated diet nourishing stews, herbal tea and turtle paste. The price list lists the nourishing ingredients, nourishing effects and indications of each dessert, so that customers can choose according to their needs. Dessert with low calorie and good cosmetic effect is especially suitable for young ladies who love beauty. Eating dessert and keeping in good shape not only do not conflict, but also nourish the skin through food.
Standardized service and higher satisfaction
Sweet shop employees are divided into four categories: management, dessert processing, ordering cashier and store cleaning. Dress in uniform clothes, operate and serve respectively. Practitioners require professional skills, unified use of Putonghua in service, establishment of strict service management norms and complaint return visit mechanism, and strict supervision and management.
Market description
There is a big market for dessert shops, which people of all ages will like. But now there are few dessert shops with systematic management and innovative ideas on the market, and this dessert shop just makes up for this gap.
Location and equipment
As long as there are many people. It is best to be located in commercial areas, near large markets, next to cinemas, dormitory groups in industrial areas, office buildings, etc.
The most basic thing is clean and bright, and the windows are bright. It is completely unnecessary to spend a lot of money to decorate the storefront. When customers eat desserts, they seldom pay attention to the luxury of the facade, but they are more concerned with the taste, nutrition and hygiene of the food. As long as the dessert quality is up to standard and the store is clean and beautiful, there will be no business. The dessert shop should pay more attention to choosing elegant and exquisite dishes than other small shops, so that customers will feel comfortable looking at the tableware and feel that this shop is tasteful enough to be famous again.
The store should be equipped with tables and chairs that can accommodate fifteen people, with an area of about 10 square meter.
compete
We learned about large and small coffee shops and western-style leisure restaurants, and found that although most of them also deal in certain kinds of desserts, the varieties are incomplete and the content is not professional. Therefore, the dessert project failed to form a systematic and standardized industry atmosphere. But it will still divert a large number of customers because of the brand dependence that has been formed in consumers' minds.
It is precisely because of the current market chaos that it has brought us a glimmer of light. Our service tenet can overcome the above difficulties, meet the needs of target consumers and cut into this market quickly. We are ahead of our peers' business philosophy, so that we can hold up our sky. After analysis, we can do the washing and integrating work in this chaotic market. The dessert shop specializes in desserts and insists on brand differentiation and humanized management. Establish and expand the popularity and reputation by infiltrating things quietly, and attract more customers with their own characteristics. administrative staff
Every employee of the dessert shop must be professional, and everyone, including the cashier and the bartender, must undergo strict training to ensure the standard operation during normal work. Managers should be equipped with 2 personnel managers and 2 enterprise managers, with bachelor degree or above, excellent professional quality and good practical operation ability; Dessert processing and production personnel should be equipped with 2 formulators and 6 processing operators, with college degree or above, excellent professional quality and good practical operation ability; There are a number of cashiers and shop cleaners, who are on duty after strict training. All employees must apply for a health certificate.
Management thought
The premise of excellent scientific management is to determine and implement correct and advanced management ideas. We will adopt the people-oriented management concept and attach importance to teamwork spirit. Attach importance to personal development, respect personal value, and coordinate with all functional departments to realize the overall development of the restaurant and realize1+1> The effect of 2.
Management philosophy
(1) Respect the independent personality of catering personnel.
(2) The management level is low: the superior plans and manages the subordinate, and the subordinate should obey the work guidance of the superior and try his best to complete the tasks assigned by the superior.
(3) Mutual supervision: the management supervises the work of employees, and employees can also put forward their own opinions or opinions to their superiors.
(4) Create a collective atmosphere: it is necessary to let subordinates feel the strict discipline of the dessert shop, but also care about employees, so that employees can feel the warmth from the collective, which is conducive to strengthening cohesion and improving work enthusiasm.
(5) Fair treatment, equal treatment, from each according to his ability, give full play to his talents.
Management team
Investment is the business of management talents. We will establish a management team with direct technology and experience in various influential positions, and welcome all talents who are interested in seeking the development of this dessert shop to join this dessert shop.
management system
Establish strict service management norms and complaint return visit mechanism, and strictly supervise and manage. Improve the employee code, assessment system and reward and punishment system.
Financial demand and application
Shop area: 10 square meter
Down payment for store rent: 1500 yuan
Equipment expenditure: about 3000 yuan.
Opening expenses: 4500 ~ 8000 yuan
Profit prospect: 4500 ~ 7000 yuan/month
Add up the costs of tables and chairs, bowls and spoons, kitchen utensils, raw materials, disinfection bowls and prepaid store rent, and it is estimated that the opening cost is about 6000 ~ 8000 yuan. The disinfection cabinet should be placed in the most conspicuous place in the store because of the need of health work. Customers can feel safe when they see the sterilized cupboard. It costs about 3000 yuan to buy complete sets of equipment. You don't need to spend a lot of money to decorate the store. Customers are more concerned about the warmth of the environment and the taste, nutrition and hygiene of food. At the same time, dessert shops should pay attention to the selection of dishes with distinctive personality, so that customers can have a novel feeling when looking at tableware.
Growth and development
According to the strength of the enterprise, the dessert shop takes Shanghai as the starting point and looks at the whole country. According to the strategy of expanding small and medium-sized cities to big cities, it will gradually develop into a regional chain enterprise. Specifically divided into the following three steps:
1, based on the market, occupy a certain share to fill the gap in the market, and make the enterprise professional, standardized and develop steadily.
2. Occupy the market and establish a chain mechanism. When the corporate image is accepted, it begins to be loved, and chain stores are opened according to demand. Learn management experience in practical operation.
3. Towards a broader market, open franchising can be well controlled and operated in Shanghai market. Have certain working capital, regional popularity, market operation system theory and operation experience. After applying for independent intellectual property rights of products, expand chain stores nationwide and open franchise operations.