Products are the most important dimension of catering and the key to catering marketing, because it can affect the degree of customer experience, can sway the customer's judgment of the value of the brand, and is also an important element of the customer to talk about and spread the store. Food and beverage product marketing in the end should be how to do? How to create excellent product competitiveness? 1, the product is the key to attract a product can attract customers to buy, the key lies in the ability to attract the attention of customers. Attract the attention of customers in two ways, one is the value, one is the form, we are usually used to them collectively referred to as the product. The output of the product includes its ingredients, appearance, price, food packaging, etc. These **** the same role constitutes the output of the product. Through the product can shape the product's distinctive. So to create a good product, we also have to start from these factors. For example, the price of the dishes, now the market competition is fierce, many businesses in order to grab customers, not move to do a big cut, a lot of ultra-low discount dishes, in the end, the money did not earn much, causing other peers to fall into the low-price competition. This bad situation stems from the bosses get one thing wrong: customers like not cheap dishes, but to take advantage of this thing. Therefore, the price advantage should not simply compete with the low price, but rather compete with the marketing play on the price. Want to get the price advantage, the bosses need to make the dishes "appear" very cheap, which should be used to reasonable full reduction stall design, limited time discount dishes to attract traffic and other marketing methods. Another example is the appearance of the dishes, nowadays, for customers, they really come into contact with the services provided by the takeaway store, in fact, there are only two parts: the taste of the food, and the visual appearance of the takeaway store and takeaway box. Doing well visually can also attract a lot of loyal customers, especially in shopping districts where female customers are predominant. So how do you create an appearance advantage? It is not difficult to enhance the appearance of the dishes, bosses can choose to put some brightly colored and regularly shaped side dishes in them, such as corn kernels and carrot slices. They will not affect the overall taste of the dish, but also add color to the whole dish. And for some dishes that are naturally in poor shape, such as stir-fried vegetables, congee, spicy hot, bosses can use the takeaway box to add visual highlights to the dishes.2, the use of takeaway packaging to reflect the value of the productWhat is a good takeaway packaging? When we choose the takeaway packaging, we should consider four aspects: product, temperature, efficiency, and experience.1) Product DimensionWe will find that many stores now have bad reviews of the takeaway from the takeaway packaging, or it is leaking, broken, or it is spilled, and one-star reviews are still unending. Therefore, when we look at the packaging, we should first see whether it meets the characteristics of the product: fried things can not be sealed with plastic, soup/noodles, etc. need to be separated, etc. 2) Temperature dimension to choose the takeaway packaging, we have to take into account the temperature of the category to the temperature, whether it can ensure the safety of non-deformation, whether it can be heated or refrigerated, etc. 3) Efficiency dimension, for example, some takeaway stores will use a multi-compartment lunch box, which is now gradually eliminated by the branded takeaway merchants. Branded takeaway merchants out, the box itself is very cheap, but the trouble of loading the plate, low efficiency. 4) experience dimension to see if it meets the consumer's habits, some businesses choose to plastic sealing, but it is very difficult to tear open, while the hands are also prone to stained with grease, so that the consumer experience is particularly poor. 3, through the price of the product to create an advantage of the price of "price war" catering Bosses should not be unfamiliar, almost most of the restaurants in the opening will be through the way of low-priced promotions to attract customers. But low-priced promotions are just a momentary offer, it is difficult to form a lasting impact, to the price as a competitive advantage to build products, we must think through two dimensions: one is through the advantages of scale to form a cost-leading strategy, and the second is through the product positioning to create a diversionary product. If you are a chain brand, there is a store scale advantage, then you can take greater advantage of the cost, so you can take the low price route, the cost-effective to the extreme. For example, honey snow ice city and Wallace, is to rely on the number of stores scale cost leadership, to create cost-effective products, and therefore gain market recognition. Another example is that many stores launched a low-priced diversion products, the product itself does not make money, and even strategic losses, but through the low-priced product diversion led to the sale of high-value products, and finally realize the overall profitability.