The first coffee shop marketing work plan
First, the two stages of the development of espresso coffee shop: a, the stage of hard work. The initial stage of opening is a difficult stage of shortage of people, goods and money. During this period, we have to face many difficulties. Therefore, during this period, we should lay a good foundation for the future work with excellent service, reputation and quality.
B, the development stage. After the establishment of the early stage, take the marketing attack method, take the attack as the defense, and occupy the market by marketing means.
Two stages of espresso coffee shop management:
First, the fuzzy management stage. In the early days of starting a business, there are many unclear places in management, which can only be managed by experience. Therefore, strict management methods are needed, and specific working methods and steps are formulated for everything, so as to make a good positioning and prepare for future management.
B, quality management stage. After opening for a period of time, the basic division of labor and management has gradually become clear. At this time, it is necessary to adopt the positioning system management, and all things are managed by the positioning system, and the rules and regulations are strictly followed to facilitate future management.
Third, after these management are put in place, we should establish quality by service, establish image by quality, and finally establish brand by image!
Actually, to be honest, Espresso Cafe mainly pays attention to environmental layout and taste, so environmental design accounts for 60%, geographical location accounts for 20%, and service accounts for 10%. Good management also plays a great role. Remember that no rules can make Fiona Fang, so everything should be managed systematically, and the division of labor should be specific, and the specific division of labor is also for the convenience of management and the improvement of work efficiency.
(1) Product introduction:
Espresso coffee shop is located on the third floor of our school library. At present, the main business items are all kinds of coffee, tea, juice, cocktails and snacks (combination of Chinese and western).
In China, most consumers regard eating western food as a luxury. Soft lighting, elegant decoration, exquisite tableware and courteous waiters are, in the eyes of many people, the unreachable embodiment of aristocratic consumption, which has nothing to do with ordinary college students in Qian Qian.
In City College, Pisces, an Italian cafe, will be the first romantic place for classmates to get together, couples to communicate and friends to discuss.
The main purpose of establishing espresso coffee shop is to provide internship opportunities for students in our school, so that students can participate in practice while studying, thus improving their comprehensive quality. Therefore, it is a major feature of espresso coffee shop that undergraduates act as all managers and service personnel.
(2) Analysis of market conditions
1, consumer demand analysis.
For college students with abundant family economy, most of their spare time at school is used to develop their interests and pursue the fun of life. College students are a special group of social consumption. Although they are not yet independent economically, they have become one of the main forces of consumption innovation: today's college students consume not only to meet the needs of survival, but also to show their self-innovation ability and show the new trend and avant-garde to the society. Students have more money in their hands, and their consumption fields are getting wider and wider. At present, there are more and more college students who own advanced consumer goods such as mobile phones, CD players and computers, and there are more and more consumption such as travel, class reunion and love.
At present, the consumption situation of college students is not reasonable, such as the weak concept of saving, unreasonable factors in the consumption structure, excessive pursuit of fashion harmony, comparison psychology, excessive love consumption and so on. Consumption is not only a personal behavior, but also influenced by social and political climate, economic situation, cultural environment and other factors.
Students go to Italian coffee shops mainly to pursue a sense of high taste. Although a considerable number of students consume coffee because of culture and fashion, in the eyes of a large number of students, there is no essential difference between western restaurants and Chinese restaurants, and students pay more attention to reality. To a large extent, western food is another taste of diet in their eyes. First of all, in order to eliminate people's barriers to western food, Pisces espresso has adjusted its positioning, focusing on mid-range consumers and implementing comprehensive price reduction on the original basis. In the marketing strategy, we should carry out "take first", develop the market, and let more student consumers enter Italian coffee shops.
2. Consumer classification.
(1) foreigners. University is an intellectual place and a cultural center. Business people and tourists can bring the demand and consumption of western food to schools, which promotes the development of the western food industry and drives the development of this industry.
(2) those with special environmental needs. Although some students' consumption of western food does not include the consumption of western culture like white-collar workers, there is still a demand for the special environment of western restaurants. The environment of western restaurants is neither as lively as that of Chinese restaurants, nor as hasty as that of fast food restaurants, so it is very convenient for both leisure and conversation. So many people regard the western restaurant as a place to discuss, exchange and communicate with friends, classmates and even customers. Others regard western restaurants or espresso cafes as places to think, be alone or handle several jobs.
(3) Pursuing fashion. Because college students are young consumers who pursue fashion. They pursue taste and individuality, but they don't stick to fixed patterns and frameworks. Generally speaking, their consumption capacity is limited, but the group size is large and their recognition of western food is high, which promotes the consumption of western food. Couples eat the most, especially on Valentine's Day every year.
3. Analysis of competitors.
There are several types of existing competitors:
One is a tea shop, mainly aimed at low-end consumers. Most of these consumers drink 1 yuan/cup of tea around our school, and also provide seats and tables to facilitate students' communication. Although the environment is a little worse, tea shops are our main competitors.
The other is a relatively high-end professional KTV, which mainly sings and drinks for students. This restaurant has a laid-back environment and a unique style.
This kind of restaurant is more suitable for middle and high-end consumer groups. Around our school, the price is generally in 20 yuan/hour, and you can enjoy one night for more than 100. The most important thing is that it has a private box. Our coffee shop needs to pay attention to this. The price is slightly lower than that of Italian coffee shops and higher than that of tea shops, mainly for people with special needs for environment and fashion.
The last category is the same espresso coffee shop as ours. There is no espresso coffee shop near our school, so now the first two categories are the main competitors of espresso coffee shops, and the market competition is still fierce. Our espresso coffee shop is one of the City College and a big coffee shop nearby. As long as publicity and market segmentation are done well, we can monopolize this market.
Chapter II Coffee Shop Marketing Work Plan
I background analysis 1. Product and service analysis
The coffee shop takes all the students of Hubei Automobile Institute as customers. The product is single coffee and does not provide other drinks and other services. Of course, as a coffee shop, its service and mood are products that cannot be ignored or added products. Coffee shops offer many kinds of coffee drinks. Coffee is characterized by rich taste, and the sweetness and bitterness can be freely matched according to personal preferences. This makes products popular and universal. In addition, the coffee shop also offers a variety of fancy cakes.
The waiters in coffee shops are mostly students, and a large part of them are investors in this coffee shop. They basically have no special service training, but according to the current service situation, they can basically meet the needs of customers.
The price of coffee shop is 54. 8% of customers said it was acceptable. In addition, more than half of the customers indicated that they would pay for the extra special services. Only 7% of the students in Automobile College said that the price would not affect their choice of coffee varieties at all. (Affected by the survey conditions, only 30 automobile college students are selected as the survey objects for reference only. If you need detailed survey results, please expand the scope of the survey. )
2. The restaurant itself
Advantages:
Located in Hubei Automobile Institute, it has a relatively fixed source of tourists.
Quiet and elegant, convenient transportation and convenient parking.
Located in the bustling area of Jingshi Road, adjacent to the second canteen (one of the three canteens on campus).
With students as the axis, the base of teachers and students is large.
Disadvantages:
Has not yet established a good brand image
Weak sense of service.
The menu variety has no characteristics, and the taste needs to be improved.
Its own propaganda is not in place and its popularity is not enough.
3. Competitive situation analysis
At present, there are two external competitors of the coffee shop: the milk tea window in Taoyuan canteen and a milk tea shop on the side door of the school. But we don't regard these as potential competitors. Coffee shops do not regard coffee as a new product, but also operate cakes. The target customers are not only fans, but also teachers and classmates. Comparing the two competitors, we can see that the competitive goal of coffee shop is not to grab customers with another competitor, but how to better attract their potential customers. It should be noted that if you learn from your competitors to expand your products, there is no advantage for coffee shops and you are likely to occupy your own market space.
Analysis of competitors: A. Tea shops are mainly for low-end consumers, and most of them belong to this category. Although the environment around our school is poor, the tea shop is our most important competitor.
B, Taoyuan canteen milk tea window, mainly open during meals, milk tea price is very high, 1. 5 yuan/small to 6 yuan/big. Very competitive, but limited by time.
4. Analysis of consumer groups
Group characteristics: students-with a large base, without their own economic sources, but with certain spending power; Young, fashionable, passionate and brave to accept new things; Love season, rich feelings, love face, more leisure time, more friends get together. Teachers-have high cultural literacy and certain economic ability. Consumption motivation: leisure and entertainment, discussion, dating with friends and lovers, catering, consumption psychology: elegant and comfortable, fashionable, convenient but not leisure, relaxing place.
5. Media analysis
Leaflets and brochures-distributed on campus, in front of canteens, posters and cafes.
Advantages: convenience, timeliness, strong guidance and low cost.
6. Consumer analysis
A. To outsiders, colleges and universities are places for intellectuals and cultural centers. Business people and tourists can bring the demand and consumption of coffee to school, which promotes the development of western food industry and drives the development of this industry.
B for people with special environmental needs, the environment of coffee shop is neither as lively as a Chinese restaurant nor as hurried as a fast food restaurant, which is very convenient for leisure or conversation. So many people regard the coffee shop as a place to discuss, exchange and communicate with friends, classmates and even customers. Others use coffee shops as places to think, be alone or deal with some work.
C, pursue fashion, because college students are young consumers who pursue fashion. They pursue taste and individuality, and their spending power is generally limited. Among them, dating is the most important.
Second, the marketing strategy
1, marketing target
The main goal of this plan is to make an overall plan for the coffee house on the basis of comprehensive analysis of the internal and external environment of the coffee house, so as to enhance the brand's visibility and reputation, further develop potential customers and maintain old customers, and at the same time improve the quality of restaurant products and services and increase benefits.
2, coffee shop positioning itself
Place a bookcase in a proper place in the coffee shop, which is consistent with the decorative color of the restaurant.
Add a delicate small label to a coffee cup or other tableware with philosophical or interesting short sentences and poems printed on it.
Reflect elegance, play/play light music in the coffee shop and adjust the atmosphere.
According to different consumer groups, we have made different marketing strategies.
Leaflet pages on campus
Color page specifications: design three-dimensional color pages, which are easy to place and can be reused for a long time, effectively saving investment costs.
Content: Publicize the service concept and characteristics of the coffee shop and introduce the new drinks of the season in the coffee shop.
Provide leisure and other bibliographies
Objective: To eliminate the waiting time when dating, browse magazines at will, and let consumers feel the meticulous service of the coffee shop.
Bibliographic content: a magazine that introduces western food culture, world geography and humanistic knowledge, leisure and entertainment, and some business information.
Give away coupons:
Objective: To increase students' attention in a short time, stimulate students' desire to buy from the visual and price, and increase the number of passengers.
Content: Mainly promote the special packages or special foods of coffee shops, choose packages with outstanding visual image and easy to attract students, and impress the target audience visually and at the price.
Establish a membership system
Objective: Attracted by the preferential conditions of members, to lock in customers for a long time and stimulate consumption. Slightly reduce profits and substantially increase sales.
4, advertising strategy: advertising language-taste the bitter taste, leaving a sweet memory.
Third, the opportunity and marketing target analysis
1. Short-term goal analysis: The short-term goal of coffee shop marketing planning is to open up popularity and establish a good reputation among students. On the basis of a small increase in turnover, fully develop the potential market.
2. Long-term target analysis: On the basis of maintaining the growth of turnover, make full use of special services to establish a stable customer base among students. Cultivate and widely spread the corner coffee culture.
3. Publicity strategies for specific festivals: Lantern Festival, May Day, November Day, New Year's Day, etc. We can increase publicity for three target consumer groups and introduce special meals suitable for holiday atmosphere to attract customers.
Fourth, the improvement of interior design
1. Content: "Mini Cafe" is arranged in a rainbow shape with "Welcome!" It also includes elements such as patterns of coffee cups or western food utensils.
2. Open a couple's area: open a couple's area in the west of the coffee shop to make a small room.
3. Lighting improvement: Therefore, except for the lovers' area, we require the lighting to be liberated from the dark color, and the overall color of the coffee shop should be bright and comfortable, just like many big coffee shops.