"Keep old customers and develop new customers".
Holidays such as May Day are the peak of catering consumption, but the income of May 13 days is not comparable to that of a month. The purpose of holiday marketing is not only to improve short-term economic benefits, but also to retain existing old customers, develop potential new customers and drive future performance growth. In addition, there will be many potential consumers staying in Jiazhou New Town and Mantingfang in the future, and new customers will be developed.
In view of this theme, we should implement new product development strategy, combined sales strategy and membership card marketing strategy. And carry out' promotional publicity' for the consumer groups of this hot pot restaurant.
Membership card marketing strategy
(A) the benefits of implementing membership card production:
1, long-term advertising effect.
2, help to retain old customers.
3. Collect member information to improve future products and services, make customers more satisfied, and facilitate the formulation of future marketing plans.
(2) Division of members
Ordinary member gold card member
(3) the function of the membership card
Ordinary members: spending by card and giving away special dishes; Or enjoy a discount.
Gold card member: credit card consumption, priority use of private rooms, free of private room fees; Give a special dish; Enjoy the discount.
Note: Try not to use discounts for low-price marketing.
(4) membership card production requirements
Ordinary card: simple and generous, not bad.
Gold card: noble and elegant, which can highlight the cardholder's taste.
Ordinary cards and gold cards are numbered uniformly.
(5) the issuance form of the membership card
Ordinary card: all consumers in our store can give it away during May Day. Or usually spend more than 300 in our store.
Gold card: presented to enterprises, institutions and Leshan celebrities in the form of online donation.
Remarks: Leverage marketing: Leverage the sales centers in Fang Ting and Jiazhou New Town to give away the owner's membership card for free.
(VI) Member management (consumer information collection)
After issuing the membership card, record the cardholder information corresponding to the card number of the membership card, and give specific information (the number of consumers, personal relationships among consumers (including family, colleagues, friends, etc.). ), consumption amount, dishes consumed, dining habits, etc. ) cardholders.
Collecting members' information can improve products and services in the future, and it is also convenient for making marketing plans in the future.
New product development strategy
Eating hot pot in summer is hot and dry, which is easy to get angry. Moreover, with the improvement of modern people's living standards, among family consumers, there are often elderly consumers over 60 years old, so it is not advisable to eat too much greasy food; Not suitable for young women who love beauty to eat spicy food. To solve this problem, we should develop new products (pot bottom):
Cool warm-up hot pot, health hot pot, beauty detoxification hot pot, etc. (such as all kinds of fungus hot pot, fresh melon hot pot).
Combined sales strategy
Mix a variety of dishes with the bottom of the pot reasonably, combine them into different packages, give each package a distinctive name, and give certain discounts to the combined package.
The role of this strategy:
1, to guide consumers to consume different dishes and new products.
2. Help consumers to meet their tastes.
3. The naming of the package combination can deepen consumers' impression of this hot pot restaurant and its dishes.
Promotion and publicity strategy
The Chinese restaurant in a hotel is located in the middle and high-end market, so it is positioned as "Boutique _ Plaza" when doing publicity.
(1) target consumers
At present, the target consumers of Chinese restaurants in a hotel are middle and high-end people. They have cars and money for catering and leisure consumption, and they usually bring their family or friends with them when eating hot pot. This kind of people are concentrated in binjiang road Binjiang tea shops and teahouses, business clubs, leisure and fitness clubs and so on.
(B) the form of publicity
Leaflets:
1, production requirements: invitation form, beautiful and generous, 3000 copies.
2. Content: Introduction of Chinese restaurant in a hotel, new dishes, new pot bottom, May Day activities and so on.
3. Distribution: binjiang road Binjiang Tea Shop and Teahouse, Business Club, Leisure Fitness Club, etc.
4. Newspaper advertising: Instead of advertising directly in newspapers and periodicals, leaflets are handed over to newspaper agents and sellers, inserted in newspapers and periodicals, and promoted at a very low cost.
Television advertisement:
1. Content: Introduction, features, new dishes, new pot bottom and May Day activities of Chinese restaurant in a hotel.
2. Time and duration: During 6:00-8:00, 1 hour, two 30-second advertisements will be placed. Play time is from April 28th to May 1.
Note: Due to the high cost of TV advertising, whether to put it in is to be determined.