# Planning # Introduction Food is the most important thing for people, and food accounts for a very important proportion in people's lives. The following is an unorganized model of food marketing planning book, welcome to read!
A model essay on food marketing plan
With the development of catering enterprises, the progress of society and the improvement of people's ideological consciousness, the public's demand for food is not just to have a full stomach. In the past, the consumption habit of "big fish and big meat, ostentation and extravagance" has been gradually abandoned, and consumers pay more and more attention to the combination of diet nutrition and hygiene, environmental protection and catering culture. In order to reflect my own value, I summarized my practical experience in the catering industry for more than ten years and applied it to medium-sized vegetarian restaurants and corporate planning. I hope to cooperate with people with lofty ideals and create a healthy brand catering company.
Since ancient times, food is the most important thing for people. From the perspective of the balance of nutrition and diet in people's daily life, Huangdi Neijing, the first medical classic in China, requires people to achieve "five grains for nourishment, five fruits for help, five animals for benefit, and five vegetables for filling", and to supplement the essence and support the life, in which coarse cereals, seasonal vegetables and fruits are the main positions. Usually, restaurants attract customers by being economical, affordable and convenient, but I don't take advantage of low price to absorb the advantages of existing vegetarian restaurants, combining myself with innovative ideas. Through site selection, interior decoration, personnel recruitment and training, as well as personalized service and complete marketing methods, customers can understand the perfect, healthy, green and nutritious correct diet method, reflecting the core competitiveness of enterprises, that is, what special benefits and added value of products enterprises bring to customers?
1. Site selection
Investigate and analyze the market in detail, and understand the surrounding environment and geographical location, visibility of service facilities, and supply of raw materials for production. Whether there are residential buildings, office buildings, large manufacturers and the consumption capacity, eating habits and preferences of the targeted consumer groups, and understand the strength and scale characteristics of the surrounding competitors. You have to make a preliminary determination yourself. The proposed business area is 511 square meters, and there must be three links (water, electricity and gas), and the relevant departments should be consulted whether the establishment of restaurants is prohibited.
second, positioning
while choosing a good store location, according to the analysis and investigation of the market, determine the consumption positioning. 51 yuan-61 yuan per capita, featuring natural food and wild fungi, highlights the cultural concept of food nutrition and health preservation.
iii. After-sales
Establish a customer file and complaint handling team. Establish detailed customer files, and send text messages or phone calls for blessings and greetings on holidays, birthdays or special days. Establish a good customer base. Complaint handling group. Deal with complaints in the first time and get a satisfactory result from customers, so as to prevent the situation from expanding or having a negative impact on the corporate image, and handle customer complaints reasonably and perfectly.
IV. Institutionalization of internal management
Improve various forms and systems, employee handbook, kitchen post responsibility system, service manual, food standard production list, employee information list, inventory report, monthly expenditure list, take-away record form, order form, membership card and employee suggestion box.
V. Personnel recruitment
The foreman in the front office and the main staff in the kitchen are held by our own people, and other personnel are recruited by the society. The front office waiters are recruited by the school in a unified way, and at the same time, pre-assessment, training, menu customization, employee manuals and various systems are studied. Training staff: be familiar with corporate culture, fully abide by various rules and regulations, work flow, job skills, professional ethics, gfd requirements, and ten habits:
1. Know the restaurant's target values and work scope.
2. Use surnames to address guests, so as to increase affinity. When you meet guests who need money, you should give them friendly service and greet them warmly.
3. Guests are preferred at any time and place.
Part II Model essay on food marketing plan
1. Project background
China people love to eat jiaozi. Apart from its diverse tastes, the main reason is that jiaozi has become a kind of food with auspicious meanings in the development process of thousands of years.
For example, jiaozi's skin is round, and China people pray for reunion and perfection, which is very suitable for China people. The shape of jiaozi is oblate, which is very similar to Yuan Bao, an ancient symbol of wealth. Especially during the Chinese New Year, when we say goodbye to the old year and welcome the new year, the whole family will get together to eat jiaozi, which means that in the new year, we can increase our wealth and live a better life. Then, what's more important is that it is stuffed in jiaozi, and all kinds of auspicious things can be packed in the stuffing. For example, when people get married, peanuts and chestnuts can be wrapped in dumpling stuffing, which means having a baby early.
Little jiaozi carries so many auspicious meanings that it is inextricably linked with the traditional customs of China. Since ancient times, there have been many folk customs of eating jiaozi, such as eating jiaozi on New Year's Eve, jiaozi on Friday, and jiaozi on the winter solstice. There are also many legends about the origin of jiaozi.
Although it's just a legend, eating jiaozi on the winter solstice has become the custom of ordinary people in the cold areas of northern China. After the winter solstice, it is nine cold days, and the coldest day of the year is coming. Old people often say that if you don't eat jiaozi on this day, you will freeze your ears. The hot jiaozi has driven away the cold in winter and added a warmth to people's hearts.
Second, the guiding ideology
Promote this delicious food to be hygienic, convenient, delicious and fast, and everyone loves it. This will bring new bright spots and selling points to the market. Because it is not a so-called advanced product, and it is closer to consumers with its ancient traditions, customs and flavors. Once it enters the market, it is more acceptable to people. This will make it have a strong vitality.
after years of research and development, we are constantly seeking. Finally, the latest scientific and technological product-instant kimchi was developed by using the high technology of modern food engineering. It inherits the traditional kimchi technology and formula for a hundred years, and is made of specially designed kimchi machinery and equipment, which not only replaces some extremely complicated procedures, but also can produce the required varieties according to the chronological order of kimchi at will. But also does not need other fishing tools, thus avoiding pollution and prolonging the preservation time; More particularly, due to its rapid brewing method and traditional secret recipe, its brewed dishes have the effects of promoting digestion, invigorating stomach, lowering blood pressure, promoting blood circulation, beautifying face and preventing cancer. Therefore, once listed, it will be favored by consumers, especially middle-aged and busy people. Nowadays, ready-to-eat kimchi is no longer a simple seasonal food, but has become a delicacy that can be eaten at any time all year round, and will certainly be favored by many consumers. It is indeed a good project for small and medium-sized investors to start a small business. Small pickles and big articles. There are many people who make a fortune by making kimchi. For example, as a professor of Tianjin Business College, he made a full profit of 4 million yuan in just two years when he went to the sea to do kimchi business. Now the 64-year-old professor will invest another 13 million yuan to build a truly industrialized kimchi factory.
the research and development of this project not only considers the interests of consumers, but also considers the feasibility of production. The investment in fixed assets is low, the rate of return is high, and the development prospect is good. The price of instant kimchi per catty is 7 yuan -11 yuan, but the cost is only 31%. Another example is a restaurant with a daily turnover of about 21xx yuan, which sells nearly 3 kilograms of kimchi every day. For example, some medium-sized and large cities and surrounding areas need 211,111 tons of kimchi every year according to the calculation of more than 41,111 catering enterprises (self-made annual output is about 51,111 tons). It can be seen that they need to buy 1.5 million tons from the market every year (market gap). Only this gap can show the potential of the market.
The technology of this project can be used to make instant pickles with various tastes and varieties. But also can be made into products with a shelf life of six months at normal temperature. Constantly create new bright spots and selling points for the market, bring rich profit returns to production and operation enterprises, and also bring many surprises and delicious food to consumers.
III. Capital investment
1. Fixed assets (this investment is a small-scale investment in advance): about RMB 91,111 [excluding factory buildings, pressure boilers (2T) and transportation].
2. The working capital is 31,111 yuan.
3. The preliminary preparation fund is RMB 1,111.
4. The package is 31,111 yuan.
5. marketing (marketing expenses) is 21,111 yuan.
6. Unforeseen expenses are 21,111 yuan.
IV. Main tasks and steps
(1) Preparing to set up an enterprise, from preparation to trial production for 3-6 months.
(2) capital and personnel can be invested in stages and in batches. From small expansion to gradual development. Principle: gradually increase sales, capital investment, plant expansion, equipment and personnel.
(3) Problems that should be paid attention to in the market (suggestions)
1. Multi-channel marketing (including e-commerce) can be adopted and promotion work should be done well. Strive to reach the breakeven point as soon as possible. As soon as possible, integrate all aspects of resources and distribution systems that enter the mainstream channels.
2. enter the leading stores as soon as possible, drive the secondary stores, and coordinate the agents. And gradually expand to form a sales network, and subdivide channels and markets.
3. Gradually promote the market and expand the market share (occupation rate).
4, gradually establish the brand and corporate image.
5. Further deepen, expand and deepen the market segmentation, and launch new products in a timely manner.
v. benefit analysis
(1) annual output: about 151 tons.
(2) annual output value: about 2 million yuan (calculated by selling price per catty of 7 yuan).
(3) annual net profit: about RMB 1 million.
(4) net interest rate: about 51.
VI. Other requirements for the project
Personnel: 11 people
Factory building: more than 111 square meters
Water: T/h
Electricity: 21KW
VII. Risk prediction
This project belongs to modern food engineering. Features: long research and development period, high technical content and long self-protection period. In particular, it is more difficult to imitate, forge and counterfeit, so as to maintain strong competitiveness.
conclusion: the investment in fixed assets is small, the risk is small, the rate of return is large, and the market prospect is broad. Less competitors, faster results, and easy to form a monopoly of technology, monopoly of the market, monopoly of profits, this favorable situation.
VIII. Assumption of product development
1. An enterprise can start and develop as soon as possible and remain invincible without four elements. That is, marketing, capital, technology and team make it a platform and guarantee for enterprise entrepreneurship and development. With the resources, we should emphasize the word "fast" and occupy the market quickly, which can avoid some unnecessary competition and consumption.
2. The products mentioned above are aimed at mid-range consumer groups. Facing the current market situation of domestic cities, it is wise to position its products in hardcover, high quality and medium price.
3. It is advisable to put multiple eggs in multiple baskets. The variety, specifications and tastes of its products are diversified, thus forming a strong market impact and obtaining rich profit returns.