1. Show your love, lower the price

2. Prepare enough gifts, so that love announcements all over the world

Fifth, merchandise promotions

"Valentine's Day" is a special holiday, is the lovers of gift giving holiday. The festival, so merchandise promotion should be "love gifts" as the theme, jewelry gifts, tokens of love, flowers, boutique series.

The stores should do a good job of creative display of goods and highlight the key display to ensure that the holiday goods to achieve sales.

1, commodity special

Valentine's Day, for the store backlog of goods sorting classification, the establishment of a special area, this part of the product can take advantage of the momentum of the event, the sale of capital, so that the seller feels really affordable.

2, the theme of the display: x month x - x month x

stores in the front conspicuous position to do Valentine's Day series of merchandise theme display, you can make full use of the kitchen window placed, such as no kitchen window of the store can be displayed in a conspicuous position.

Requirements:

a, Valentine's Day theme display, to the store fine jewelry as the main object of display

b, the stores must be packaged at least x copies of more than "xx sets" for the theme of the display

A, Mission Statement

The milk tea store named "xx", and "xx" harmonized, aimed at attracting students to come to buy, and leave a deep impression on students. The store sells goods are mainly freshly made milk tea, cocoa, coffee, tea and other hot and cold drinks, accompanied by some small desserts. In order to occupy the school milk tea market share of xx% as the goal, the average daily sales of drinks control in x cups above, monthly control in xx cups above, product profit margin control in xx%, total profit margin control in xx%.

Second, the market analysis

(a) the advantages of the store (strengths):

1, a complete range of drinks;

2, the drinks are more personalized, the taste of the intensity of the taste, sweetness, ingredients can be combined with their own situation by the consumer to choose;

3, the store will be launched on a regular basis! New products (combined with seasonal changes and hot trends);

4, consumers can see the production process of drinks, drinks more assured;

5, the store has a more lively, relaxed store environment, so that consumers into the store in a comfortable mood;

6, the store uses a number of promotional tools, such as member stored value card, stored value full of gifts, member points redemption system and so on.

7.

7, the store's products are lower, higher profit margins;

8, the student body has a good verbal communication effect;

9, to provide WeChat, Alipay ordering, takeaway services.

(B) the store disadvantages (weaknesses):

1, the store space is limited, can not accommodate enough consumers;

2, the store's products, promotional means of the threshold is low, easy to be imitated;

3, the high cost of rent.

(C) opportunities (opportunities):

1, the number of milk tea store in the East Campus is very small, and the lack of product personalization, promotional means of diversification of the milk tea store;

2, the store is located in the main road connecting the East and the main body of the adjacent to the cafeteria and the teaching super, in the students' dormitory and the public **** between the bathrooms, the flow of people;

3, freshmen are about to enter the school, the students will be able to get to the school, the students will be able to get to the school. > 3, freshmen are about to enter school, the store is more attractive to them;

4, the current college students are the main consumer groups of milk tea and other drinks.

(D) threat (threats):

1, next to a milk tea store, and the milk tea store has a long history of opening, has been dominating the East Campus milk tea market, the influence of the students;

2, more and more attention to the "concept of health" and the weight loss goals of the girls, for milk tea and other beverages. The goal is to adversely affect the sales of milk tea and other beverages.

Third, the customer's psychological analysis and customer satisfaction and loyalty measures

(a) psychological analysis

The new milk tea store, the milk tea was interested in students, there is a greater likelihood that they will come to taste, and if satisfied with the products and services, they will come back to patronize, become a "repeat customer". If they are satisfied with the products and services, they will come back to patronize and become "repeat customers"; while students with limited interest in milk tea, if there is no certain sales hotspot, preferential measures, they come to consume the possibility is relatively small.

(ii) related measures

1, to provide personalized service, to give consumers more choice;

2, the opening of the initial period can provide greater concessions to attract students (especially new students) to come to spend, such as 5.8% off the whole site, buy one get one free, and at the same time to ensure that the taste of the product, the quality of the quality of service and the staff, to improve customer satisfaction and loyalty, to attract them to consume again, and to increase the shop's customer satisfaction and loyalty. Attract them to consume again, improve the influence of the store in the students (especially new students);

3, for customers to apply for a free membership card, membership card can be recharged, punch xx yuan to send x yuan, and with the card in the store to enjoy 10% discount;

4, the implementation of the membership points system, a member of the accumulation of a point, the accumulation of x points can be offset against the use of x yuan of cash;

5, the periodical Launch of new products and members of the half-price goods.

Four, market segmentation, target market

(a) market segmentation

The school market is mainly based on student demand, student demand is divided into physiological needs and psychological needs. Physiological needs include:

1, the need for drinks when thirsty, such as students coming out of the bathhouse, students who have had physical education classes;

2, the need for hot drinks when the weather is cold, and the need for cold drinks when the weather is hot.

Psychological needs include:

1. The attraction of new products and special offers;

2. The need for socializing.

(ii) target market

Because the different needs of the store's product sales have less impact, so do not carry out a specific target market 's division, but need to be combined with the seasons and other objective factors, such as the summer will be the focus of sales on cold drinks, the winter will be the focus of sales on hot drinks.

V. Positioning strategy and brand strategy

The number of college students is large, and their preferences for milk tea and other beverage flavors are different. Therefore, the brand positioning of the store is "private order", that is, personalized, consumers can choose the drink according to their personal preferences, sweetness, ingredients, temperature and other factors completely by the individual choice, customized personal exclusive drinks.

Six, product strategy

Product quality: to ensure the safety and hygiene of the store, the establishment of a perfect quality assurance system;

Product appearance: to ensure product quality under the premise of the beautification of the product appearance;

Product branding: to "private ordering

VII, price strategy

Because there is only one competitor in the East Campus, the competition-oriented pricing strategy.

The price of our drinks is consistent with the price of similar drinks in another milk tea store, but the implementation of the membership card system, free membership card for any customer in the store, membership card can be recharged, the punch xx yuan to send x yuan, and with the card in the store to enjoy x discount; at the same time the implementation of the membership points system, a member of the accumulation of a point, accumulated xx points can be offset x yuan cash use; with the membership card to buy New products can enjoy 15% discount; regularly launched with the membership card to enjoy 50% off drinks.

Eight, distribution strategy

Consumers can not only buy consumption in the store, but also through Alipay and WeChat order takeaway. Less than x cups of takeout, each cup of delivery fee of 1 yuan; purchases of 3 cups of takeout, free delivery.

Nine, the implementation of the marketing plan

1, hire students who are willing to work part-time, in the first three days before the opening of the milk tea store in front of the publicity. At that time, we will be ready to the store's signature drinks poured into small paper cups, to the crowd of people coming and going to taste for free;

2, in front of the cafeteria, the door of the teaching super, distribution of flyers, with the flyer to the store consumption can enjoy two yuan discount;

3, in the first three days of opening, the store all drinks xx discount, on this basis, buy three get one free. Attachment:

Sales volume: at least xx cups per day, at least xx cups per month.

Profit: the cost of a single product (ingredients, packaging) is controlled within xx yuan, the price is controlled at more than 7 yuan, and the average profit per unit of product is controlled at more than x yuan.

Market share: more than 50%.

Competitive state: x campus only one milk tea store to compete with.

I. 20xx Valentine's Day Activity Purpose

1, to grasp the 520 Valentine's Day promotional Milk Tea Shop planning business opportunities, so that customers have a sense of freshness, to stimulate their desire to consume;

2, to enhance the Milk Tea Shop foot traffic, to absorb the new source;

3, to build Milk Tea store's credibility, enhance customer loyalty;

Second, 20xx Valentine's Day activity time

20xx x month x day (ten days in advance) - 20xx x month x day (520 day 24:00 end)

Third, 20xx Valentine's Day activity theme

I love you, Silk Heart

Fourth, 20xx Valentine's Day activity object

For 20 to 30 years old female customers.

V. 20xx Valentine's Day activities

"I love you, silk heart" special activities

buyer reality show, share the beauty to win gifts!

1 share that prize: xx. (Everyone has a prize)

2 Lucky Advent Award (1 per month)

3 Loyal Customer Award (1 at the end of the year)

Six, 20xx Valentine's Day activities publicity

1, publicity focus on the time: before the activity of x days; after x days;

2, the means of publicity: the target object is determined, and then use the appropriate means of dissemination, such as xx and so on.

VII, 20xx Valentine's Day activities before the promotion

1, the issue of supply: to determine the promotion of goods, and prepare enough goods. Different goods to take different promotional methods, and then is about the discounted items to choose, such as large goods as promotional items. During the promotional period, the goods will be sold faster than usual, therefore, sufficient stock is the guarantee.

2, do a good job of after-sales service: the rise in the number of orders, brought about by a large number of after-sales service problems, full communication and coordination with customers, to ensure that every customer satisfaction

3, the customer crowd to determine: to find the right consumer groups, targeted production of promotional programs.

First, 20xx Valentine's Day activities

1, grasp 520 Valentine's Day promotional milk tea store planning business opportunities, so that customers have a sense of freshness, to stimulate their desire to consume;

2, to enhance the milk tea store foot traffic, absorbing the new source;

3, to create milk tea shop credibility, enhance customer loyalty. store's credibility, enhance customer loyalty.

Second, 20xx Valentine's Day activity time

20xx x month x - 20xx May 20 (520 24:00 end).

Third, 20xx Valentine's Day activity theme

I love you, silk heart.

Four, 20xx Valentine's Day activity object

For xx to xx years old female customers.

V. 20xx Valentine's Day activities

"I love you, silk heart" special offer.

Buyers reality show, share the beauty to win gifts!

1 share is a prize: xx. (Everyone has a prize).

2 Lucky Advent Prize (x per month).

3 Loyal Customer Award (x people at the end of the year).

Six, 20xx Valentine's Day activities publicity

1, publicity focus time: x days before the event, after x days;

2, publicity means: the target object is determined, and then spread through the appropriate channels, such as xx and so on.

Seven, 20xx Valentine's Day activities before the promotion

1, the issue of supply: to determine the promotion of goods, and prepare enough goods. Different goods to take different promotional methods, and then is about the discounted items to choose, such as large goods as promotional items. During the promotional period, the goods will be sold faster than usual, therefore, sufficient stock is the guarantee.

2, do a good job after-sales service: the rise in the number of orders, brought about by a large number of after-sales service problems, full communication and coordination with customers, to ensure that every customer satisfaction.

3, the customer crowd determination: find the right consumer groups, targeted production of promotional programs.

Combined with the characteristics of the holiday properly decorated stores. 520 day, the store can be appropriate to increase some romantic elements, put a bunch of roses on the cash register, hang some pink love balloons on the wall, looking for a cute doll to issue roses, the customer can therefore feel the store's heart design, the store's goodwill will also be enhanced.

One of the best ways to tell your story to your friends

If you pay attention to the store's microblogging site and share your love moments with your friends, you can get a cup of the store's pop-up drink for free.

This is one of the usual marketing methods for Valentine's Day of many brands, although the creativity is not high, not enough novelty, but the advantage is that it is easy to operate, the customer's participation is also good, not only active in the festive atmosphere of the store, but also invariably let the customer in the circle of friends to share the store, take the initiative to help the store publicity.

Second, the use of couples to take pictures to promote

The store can be set up at the entrance of the creative card point, so that customers holding drinks, please professional photographers to take pictures, put on the public number to vote for the most loving couples to get the prize of 520, or give the store drinks, and so on. On the day of 520 at a lower cost, for the couple customers to provide a thoughtful value-added services.

In addition, the store can be designed on the day of the simple and warm 520 confession wall, confession wall appropriate integration of products and brand information, customers in the sharing of photos inadvertently also achieved the effect of dissemination of the store's brand image.

Three, the launch of the holiday characteristics of the drinks

In order to help them to each other to express this love, the milk tea store manager can be a little thought to pull the strings, to create opportunities. For example: in the name of the store to send blessings and thank you cards; drink cups combined with holiday characteristics to do some decorations; adjust a cup of two cups of the name of the store's drinks ......

Combined with the characteristics of the Tanabata Festival, the launch of special products to help customers smoothly express their love. This is also one of the more common marketing methods for store holiday promotions, catering people skillfully seize these emotional pain points, build valuable emotional marketing, not only for the store to increase the amount of profit for the day, but also to enhance customer satisfaction, leaving a good impression on the customer, increase repeat business. Of course, this method is more applicable to a single store or store is not yet many stores.

Fourth, interesting small activities

1, Netflix live.

Invite local or in the country are more famous net red to store live, or organize net red offline fan meeting, for the Tanabata Festival activities to create momentum.

2, consumption in the "7", give rose.

Consumption settlement, the amount of each single encounter "7", that is, to send a rose (limited number of first-come-first-served).

3, the third person free.

Most of the merchants will focus on couples on Tanabata, but ignored the single group. At this time, the opposite is true, the introduction of a three peer third person free activities, is bound to form a new communication potential and influence. Texaco once launched a three-person package on Valentine's Day, the effect is very good.

4, love letter solitaire.

Invite the first person to buy milk tea that day, write a beginning of the back who want to write then write, one person a sentence, so that customers participate in the writing of this love letter, and finally can be displayed in the store, can also be placed on their own xx, to attract traffic.