From the sales volume of Meituan take-out, public comments and offline similar experience stores, we got the survey data, divided the market segments according to the following standards, and found the target market of this project. Market survey data show that age, consumption period and region are important consumer market variables.
As can be seen from the table below, consumers aged 20 to 35 represent most of the market. And the analysis shows that this group pays more attention to freshness and experience, and needs diy cooking or baking bread and dessert more urgently. They need a place for group dinners and board games, and they have leisure and leisure needs on weekends. Therefore, the brand building of the kitchen will mainly cater to the needs of this group.
2. Target market
Through user behavior analysis, online questionnaire survey and offline field visits, it is found that the people who are interested in * * * cooking are mainly those who usually need a venue to hold class activities. At the same time, the school staff and surrounding residents express that they may be interested in some kitchen utensils such as ovens, so the main target market for * * * cooking is college students and surrounding residents. We will adopt the marketing strategy of multi-level differentiated services in multiple target markets. According to the needs of different target groups, our kitchen will be divided into multiple functional areas, such as the cooking area for providing cooking equipment and cooking teaching, the cooking area for college students, and the collective area specially designed for collective activities. Our kitchen will meet different needs according to the characteristics of multiple target markets and maximize customer satisfaction.
3. Market segmentation
The service radius of offline entities is very limited. In order to better achieve the goal of rapidly expanding sales scale, each business outlet should have the ability to provide services for various dinner market segments, including Chinese food, western food, Sichuan food, Hunan food, Shandong food and maocai. Therefore, it is necessary to create diversified production facilities to increase the product line width. At the same time, the separation of catering business will make the kitchen have the flexibility of production line, and provide lower cost and faster production line switching ability when making various cuisines. However, due to the differences between Chinese and western food production, higher requirements will be put forward for kitchen facilities and equipment. In order to reduce the cost of hardware environment, the meals enjoyed by * * * will be limited to various cuisines of traditional Chinese food. In addition, in order to avoid the limited sustainable profitability of traditional catering due to the lack of innovation ability, in addition, because the store is located around the university and the main target groups are college students and surrounding residents, the "C" market positioning of the kitchen is to provide a clean and hygienic place for the consumer market, so that consumers can freely allocate their time, make their own food, or order fast, healthy and simple food in the kitchen.
* * * The biggest feature of enjoying the kitchen is to provide customers with a DIY dining or baking venue, which is flexible and curious. The specific demand is to assist customers in DIY according to their needs. The first position is an experiential social place, and the antagonistic position is close to the surrounding bakery or snack fast food restaurant. Flank positioning can meet more social needs, such as providing board games, game consoles and other services.