In order to ensure the high-quality and high-level development of things or work, it is essential to make a plan in advance, and the content and form of the plan should be carried out around the theme, and finally achieve the expected effect and significance. So do you know how to write a standard plan? The following is my carefully organized model essay on catering publicity and marketing planning, hoping to help everyone.

1. Foreword

xx Mansion is a catering brand under xxx brand in Guangxi. xx Mansion has 25 luxurious rooms and two banquet halls, including 12 river view rooms, and three rooms can accommodate more than 21 people for dining. Ballroom No.1 can accommodate a large banquet of 111 tables, while Ballroom No.2 can accommodate a medium banquet of 31 tables. Leisure tea bar is a place to receive customers. There is also a large conference hall and two small conference halls that have not been used.

2. product analysis

1. product description

xxx is located on the bank of the beautiful Liujiang River, with a close view of the first line of Liujiang River, enjoying a beautiful and brave flow like a river. Xxx includes top facilities such as xx Mansion (dining club), Gelun Department, Blues Bar (bar), Longshuiyin (tea bar), Tianyun Men's spa, Shui Yunjian (xxxvip room), water golf, etc., creating a noble and elegant lifestyle and leading the fashion of cultural life taste in xx city. At present, the places where xxx is open to foreign service are xx Mansion (dining club) and Gelun Department (ktv).

There are 25 boxes in XX Mansion, including 12 river view boxes, which are designed in the most cutting-edge mainstream style with exquisite atmospheric details. The cuisines are mainly new Cantonese cuisine, high-grade seafood and local specialties, which are suitable for high-end business banquets. This is the place where the "Jianghu Heroes" meet and share the business affairs.

There are two banquet halls, the No.1 banquet hall covers an area of 2211m2, and the No.1 banquet hall with a floor height of 9 meters. It has an ultra-luxurious and columnless design of 1,111 tables, which can accommodate 1,211 people at the same time. It is the first choice for business meetings, wedding banquets and celebrations, with elegant style and luxurious style. The hotel banquet and conference co-ordination team understands the needs of VIPs and provides efficient services throughout the whole process, so that guests can enjoy the celebration time with ease. Ballroom No.2 covers an area of 1,311m2, and the floor height is

4.5m, which can accommodate 31 tables and 311 people. The classic design of modern style is adopted in the auxiliary hall, which reflects the ingenious combination of environment and art everywhere, with strong modern atmosphere, luxury and elegance.

1. swot analysis of the product

2. Product positioning:

I think the product positioning should be consistent with the positioning of high-end products in xx city, and the sales price should be consistent with that of Shunfeng Restaurant.

iii. analysis of target market

the catering industry is an important part of residents' leisure consumption, social consumption, festive consumption, exhibition consumption and tourism consumption, and also an important part of engaging in business activities. Strong catering consumption has a remarkable effect on dissolving income stock and stimulating economic development. So far, the catering service industry in xx is at the national middle level, and there are many middle and low-end catering in xx. Compared with the economy in xx, the supply of high-end catering is insufficient. After investigation, customers who eat for business entertainment account for about 81% of hotel customers. Compared with mass customers, we pay more attention to business owners who own at least one company. Business owners have more business entertainment than ordinary people, and have higher requirements for brands and privacy. Our products are more in line with their needs.

4. Marketing strategy

1. Product strategy

First, strengthen training and improve service: it is mainly aimed at waiters. Before recruiting waiters

, they are trained for two weeks, so that waiters who have no service experience can have basic service knowledge and service theory knowledge. The regular meeting before class every day is mainly to inspire morale and encourage waiters to smile and serve seriously. After-work regular meeting summarizes the inadequacies of service and cooperation, and asks the waiters to improve the service quality. Once a week, middle and high-level employees communicate with grass-roots employees to make efforts to improve service quality. Training once a month, including: service skills, service psychology, manners, teamwork and management skills.

second, introduce special dishes: the taste is directly related to the survival of catering enterprises. In the case of the coexistence of advantages and disadvantages of xx Mansion, special dishes can become the main competitiveness. First of all, you can consider the ingredients, which are distinctive, such as the introduction of drunk chicken, which is the focus of marketing. There is no place to eat drunk chicken in xx, so people will come here one after another. Another example: launch a whole pig feast, a whole cow feast or a whole white-cut feast to attract people's attention.

Third, the three conference rooms that are currently vacant can be opened to introduce meetings of planning companies or training companies, providing them with free venues in exchange for their advertising rights and allowing them to bring people to visit and understand.

2. Pricing strategy

(1) Overall pricing strategy: the price of all dishes is the same as that of xx Hotel.

(2) Promotion price: Withdraw from the promotion price of a drunken chicken of 11 yuan to attract free consumers to the venue to learn about products and services.

(3) During the promotion period, the price concessions for specific groups are withdrawn, such as the banquet concessions for women on March 8th. Discounts such as 2% of the total cash back of the wedding banquet scheduled for Valentine's Day.