Model essay on SYB business plan for dessert shop in 2117

Business plan is a "stepping stone" for entrepreneurs to knock on the door of investors, and an excellent business plan will often make entrepreneurs get twice the result with half the effort.

I. Preface

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 Therefore, although clothing, food, housing, transportation and other industries are traditional, they are out of date, and because they are closely related to people's lives, there will always be a market.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, there are not many people who like desserts due to climate reasons, and most of them are 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, Manji 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 appears in the TV series, or advertises 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, and be service-oriented and cost-effective. 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.