The name of the dessert shop is complete. Sugar water belongs to Cantonese cuisine, which is a major feature of people's eating habits in Guangdong and Guangxi. Everyone likes sugar water, but what related contents do you need to do to open a sugar water shop? The following is my business preparation plan for the dessert shop, for your reference. Welcome to read it! 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, there are ice cream shops and beverage shops everywhere under the banner of the United States, Italy and South Korea. The varieties are simple and similar, the styles are the same, there is no connotation and nothing new, which has caused people to have "dessert fatigue". China is the dessert capital of the world, and Guangdong is the most important place in China. The profound Chinese dessert culture has been bred in southern 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 popularize Manchu desserts in the northern region and promote China dessert culture.

Second, market analysis

1. Market overview

With the improvement of people's living standards, the requirements for quality of life are getting higher and higher. "Eating" is not only for satiety, but also for delicious, healthy and fashionable eating. Therefore, although clothing, food, housing, transportation and other industries are traditional, they are out of date, and because they are closely related to people's lives, there will always be a market.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, there are ice cream shops and beverage shops everywhere under the banner of the United States, Italy and South Korea. The varieties are simple and similar, the styles are the same, there is no connotation and nothing new, which has caused people to have "dessert fatigue". In fact, China is the dessert capital of the world, and Guangdong is the most important place in China. The profound Chinese dessert culture has been bred in southern Guangdong for hundreds of years, 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, due to climate reasons, there are not many people who like desserts, usually children and women. Most of them are concentrated in schools, office buildings, and near CBD. About 31% of the population. Most of their purchases are young white-collar workers, spending about once a day, and most students and children spend it once every holiday.

2. Market composition: Unlike Hong Kong, there are many kinds of dessert shops in the mainland, but most of them are located in southern cities, and the northern cities are 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 be stationed in the southern city soon, so Manji should start to open more branches in the north to increase its market share.

3. Characteristics of market composition: The dessert industry is seasonal in the north, and it is cold in winter in the north, so few people eat desserts, so winter is the off-season and the peak season is in summer.

third, product analysis

1, product characteristics analysis

raw materials are professional, so rest assured. Manji dessert is made entirely of fresh ingredients on site, without any preservatives and other harmful substances to human body, and there are 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 and transportation fleet, and all the production, transportation and sales involved in the operation are handled by itself, without any external demand. Accumulated 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, etc., and every detail is meticulous; Products are even more innovative, constantly improved and innovated, ensuring to provide customers with the best quality products and maintain market competitiveness. In terms of price, Manchu dessert is a high-end product among similar desserts, but it is directly proportional to its service.

2. Analysis of the brand image of the product

Since Hong Kong Manji Dessert Group set up its first "Manji Dessert" in Saigon District, Hong Kong in 1995, it has developed from an early family-style dessert shop to a chain-like dessert shop, which is deeply loved by local customers, especially the younger generation in Hong Kong, and is highly respected and appreciated by domestic and foreign tourists. "Man Ji Dessert" has become a "dessert brand".

product positioning analysis

in view of the fact that we are facing a group of young and 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

① Arouse consumers' attention: There is a popular jargon in the advertising industry: "If your advertisement can attract people's attention, the task of selling goods is half done." There are five striking principles in advertising: large objects are more conspicuous than small objects; Moving objects are more eye-catching than static objects; Colored objects attract more attention than black and white objects; A circle is more conspicuous than a square; Man himself is the most conspicuous It can be arranged that the protagonist frequently remembers the plot of dessert in TV series, or advertise on TV or online.

② inspire consumers' association: objective things are interrelated, and association reflects the interconnection between things. For example, in daily life, people will think of warmth when they see a stove, and sour taste when they see a red fruit ... Advertising needs leap-forward and breakthrough association. It is necessary to arouse consumers' association with the advertised goods by analogy through careful processing of materials, so as to deepen their understanding of the goods, stimulate their interest in the goods and form certain attitudes and actions. The pictures of colorful fruits in the crystal ice can be used to show the dessert, which can make consumers feel the ice cold and cool in the hot summer.

③ Persuade the consumer to take action:

Make the consumer think that he needs full dessert, make the customer trust full dessert, put service first, and have high cost-effectiveness ratio. 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 cool off the heat, which can be described as the time when life is proud; In the winter afternoon, when the cold wind is whistling, men and women hide in the dessert house, and they want to serve a bowl of smooth sesame paste with two cups of hot lemonade, so as to warm their stomachs and hearts. It is a lucky thing for Sansheng. More publicity about what a 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 own.

① product positioning: healthy dessert based on fresh ingredients.

② market positioning: it faces a group of young and new middle-class consumer markets, and tends to be young and fashionable.

③ enterprise positioning: with years of operating experience, the group's operating mode has become systematic, including cost control, material selection, production process, quality control, logistics and transportation, product sales, etc., and every detail is meticulous; Products are even more innovative, constantly improved and innovated, ensuring to provide customers with the best quality products and maintain market competitiveness.

④ quality orientation: strictly control the quality and hygiene, and strive to be 111% fresh.

⑤ price positioning: the price is on the high side in the similar dessert industry.

⑤ Concept positioning: Delicious can also be fashionable

⑤ Image positioning: In view of the global market strategy, a brand-new dessert visual system came into being, and then it went to the newer Asian market. In view of the fact that we are facing a group of young and 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 function orientation: leisure and summer vacation

⑨ service orientation: high-grade service

advertising planning strategy

market survey: ① factors influencing market survey and market policies and regulations survey; ② market supply and demand relationship and market capacity survey; ③ market competitiveness survey; ④ market product survey; ⑤ advertising activity survey

Design a questionnaire, which is simple, progressive, representative, evaluable and definite.

determine the advertising theme

advertising budget

advertising creative strategy

advertising creativity should be based on truth, highlight personality, take the small as the big, simplify the complex, pay attention to literary talent, move people with emotion, and make a surprise victory. There are reverse thinking method, analytical synthesis method, addition, subtraction, multiplication and division method, clever distribution of doubts, free play method, brainstorming method and so on. Use these methods to design a good advertising idea.

advertising implementation plan

1. Various advertising media can be used for advertising:

* * 1 * * * The advantages of newspaper communication: wide spread, rapid spread, news, high reading rate, strong text expression, convenient storage and inquiry, and low communication cost. Weaknesses are short timeliness, easy to be ignored by readers, limited understanding, poor color and lack of movement.

Advantages of * * * 2 * * magazine communication: strong timeliness, strong pertinence, exquisite printing and strong expressive force. Weaknesses are long publishing period, low momentum, limited understanding, poor color and lack of movement.

* * * 3 * * Advantages of broadcasting: wide spread, rapid spread, strong appeal and multiple functions. The weakness is that the communication effect is fleeting, and the information is poorly stored. Restricted 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: good communication effect, immediacy, presence, rapid communication, wide influence, multiple functions and strong entertainment. The weakness is that the communication effect is fleeting, the storage of information is poor, and the records are unchanged and difficult to query. Limited by the time sequence, and limited by the conditions of venues and devices, the transmission and reception of information are not as flexible as newspapers and broadcasts. The cost of making, transmitting, receiving and storing TV advertisements is high.

The advantages of * * * 5 * * * network are: wide range, transcending time and space, high openness, two-way interaction, personalization, multimedia, hypertext and low cost.

* * * 6 * * can also be promoted through outdoor advertising.

2. The effective media combination forms are newspaper and broadcast media, newspaper and magazine media, newspaper and TV media, newspaper or TV and postal media, TV and broadcast media, and postal advertisements and sales site advertisements or posters.

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 the advertising budget: according to the advertising function, according to the advertising media, according to the advertising area, according to the advertising time and according to the advertising goods.

evaluation of advertising effect

advertising effect has the characteristics of indirectness, tardiness, accumulation, dissipation and compounding.

several important indicators of advertising effectiveness are: sales, arrival rate, attention rate, memory level, purchase arousal and AEI.

combined with the characteristics of advertising effectiveness testing, the main methods of advertising effectiveness investigation are: ***1*** sampling survey method ***2*** questionnaire method ***3*** interview method ***4*** observation method * * * 5 * * comparison method

The analysis of advertising effectiveness is mainly from the economic effect and. The analysis of social psychological effect of advertisements focuses on the following aspects: ***1*** Analysis of cognitive effect ***2*** Analysis of memory effect ***3*** Analysis of emotional attitude * * * 4 * * Analysis of purchasing behavior. 2

Catalogue

I. Store introduction < Product analysis

V. Business objectives

VI. Marketing strategy

VII. Production management plan

VIII. Financial plan

IX. Risk and risk management

Foreword: Dessert is a panacea for treating depression and relaxing mood. Dessert has a long history in China and appeared as far back as the Shang Dynasty, but in Desheng Town, Yizhou, at present, The gap in this market has enabled us to see business opportunities. In the spirit of starting our own business and starting small, we decided to open a dessert shop in Desheng Town. Because this is the first dessert shop in Desheng, we decided to name it "No.1" dessert shop.

1. Store introduction

1. Store address

Zhenghe Road, Desheng Town, Yizhou City, Guangxi Province

2. Business philosophy

The five key words "cool, leisurely, natural, quality and fast" can sum up the concept of our store. "Cool" means that our desserts have the characteristics of cooling off heat and refreshing, and at the same time, Our dessert, made of pure natural materials, is guaranteed to be clean, pure and first-class in taste during the production and processing, so it is "natural and quality". Finally, except for dessert, we guarantee that customers can get the finished product within three minutes, and the takeaway is guaranteed to be delivered within 15 minutes, so it is "fast".

3. Strategic objective

Take dessert sales as the main line, and add sales of various tea cold drinks. The sales scope covers the whole urban area of Desheng Town. It is planned to completely occupy the market of Desheng Town within one year, stabilize the sales situation and recover the initial investment.

4. Store positioning

The No.1 dessert shop mainly focuses on relaxing and cooling off the summer heat, and at the same time sells to primary and middle school students in Desheng Town. Therefore, the product positioning is mainly low-end products, and the product positioning should be appropriately changed according to the market reaction. Innovation and development, to the maximum extent, lead the dessert fashion orientation in Desheng Town.

5. Team strength

At present, our team has two members, and we will recruit another 1 waiters after the dessert shop opens. In our team, Qin Yi is responsible for the development and modulation of new products, and Peng Gaocai is responsible for the sales promotion and management of products. As a girl who loves sweets, Qin Yi's enthusiastic interest in sweets makes us have every reason to believe that she is qualified for the work of new product development. As a quick-thinking, eloquent and well-informed boy, Peng Gaocai has great confidence in his competence in sales promotion and management. From this point of view, although there are only two of us, we have a strong supply and marketing team.

II. Industry Analysis

1. Current situation of the industry

Dessert refers to all kinds of sweets, drinks and fruit concoctions, which are called sugar water by Cantonese people and are the representatives of Guangdong and Hong Kong cuisine. Sugar water can be used as sweetness after Chinese meals