Cutting from the sales volume of Meituan Takeaway, Dianping and similar offline experience stores, we got the research data and divided the segmentation according to the following criteria to find the target market for this project. According to the market research data, age, consumption period and geography are important consumer market variables.
From the table below, it can be seen that consumers between the ages of 20 and 35 represent the majority of the market. And analysis shows that this group of people is more concerned about the sense of novelty and experience, experience diy cooking or baking bread and desserts, the need for venues for group gatherings and table games, leisure and recreation needs on weekends and so on is even more urgent, so **** enjoy the kitchen of the brand building will mainly cater to the needs of this group.
2, the target market
After the analysis of user behavior and online questionnaire star survey and offline field visits, found that *** enjoy the kitchen is interested in the main need for venues to hold class activities of the collective, at the same time in the school staff and the surrounding residents said they may be interested in some kitchen appliances such as ovens, etc., so the **** enjoy the kitchen the main target market! Therefore, the main target market of this ****HEALTH KITCHEN is the university students and the surrounding residents. We will adopt the marketing strategy of multi-level differentiated services for multiple target markets, and divide this ****HEALTH KITCHEN into multiple functional areas according to the needs of different target groups, for example, there is a cooking area specializing in providing cooking equipments and cooking teaching, there is a dish-making area for university students, and there is a group area specially designed for group activities, etc., and the ****HEALTH KITCHEN will respond to the characteristics of multiple target markets. Kitchen will meet different needs for the characteristics of multiple target markets to maximize customer satisfaction.
3. Market segmentation
The service radius of the offline entity is very limited, in order to better realize the goal of rapidly expanding the sales scale, each business outlet should have the ability to provide services for a variety of formal food segments, including Chinese food, Western food, Sichuan, Hunan, Lu cuisine, risotto and so on, so ****Henry's Kitchen needs to create a diverse range of production facilities to increase product line width. At the same time, the divestiture of the dine-in business will enable the kitchen to have production line flexibility, as well as provide the ability to switch production lines more cost effectively and quickly when preparing a variety of different cuisines. Due to the differences between Chinese and Western food production, the kitchen facilities and equipment will put forward higher requirements, in order to reduce the cost of the hardware environment, *** enjoy the kitchen meals will be limited to a variety of traditional Chinese cuisine. In addition, in order to avoid the lack of innovation ability of traditional catering due to its limited sustainable profitability, in addition, due to the opening of the store in the vicinity of the university, so the main target group for the university students and the surrounding residents as well as *** enjoy the kitchen of the "C" end of the market positioning is: for the consumer market to provide a clean and hygienic place for consumers to freely allocate time to make their own food. Consumers are free to allocate time to make their own food, or order fast, healthy and simple food from *** Enjoy Kitchen.
The most important feature of *** Enjoy Kitchen is to provide customers with a venue where they can make DIY meals or baking with flexibility and hunting. Specific needs are based on customer needs to assist their DIY. initial positioning for experiential social venues, against the positioning of the neighborhood close to the type of bakery or small fry fast food restaurant. Flanking positioning, we can meet more social needs, such as providing table games, game machines and other services.