Model essay on food marketing plan
With the development of catering enterprises, the progress of society and the improvement of people's ideology, the public's demand for food is not just to eat. In the past, the consumption habit of "big fish and big meat, ostentation and extravagance" has been gradually abandoned, and consumers are paying more and more attention to the common embodiment of diet nutrition and hygiene, environmental protection and catering culture. In order to reflect my own value, I summed up 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 to build a healthy brand catering company. Since ancient times, food is the most important thing for people. Huangdi Neijing, China's first medical classic, requires people to "nourish five grains, help five fruits, benefit five animals and supplement five vegetables" from the perspective of people's daily nutrition and diet balance, and replenish essence and life, in which miscellaneous grains, seasonal vegetables and fruits account for the main position. Usually restaurants are economical and convenient to attract customers, but I don't use low prices to absorb the advantages of existing vegetarian restaurants and combine my innovative ideas. Through site selection, interior decoration, personnel recruitment and training, as well as personalized service and complete marketing means, let customers know the correct diet method of perfection, health, green and nutrition, and reflect the core competitiveness of enterprises, that is, what special benefits and added value of products have enterprises brought to customers?
I. Site Selection
Detailed investigation and analysis of the market, to understand the surrounding environment and geographical location, well-known service facilities, production materials supply and so on. Whether there are consumption capacity, eating habits and preferences of residential buildings, office buildings, large manufacturers and target consumer groups, and understand the strength and scale characteristics of neighboring competitors. You have to make a preliminary decision yourself. The planned business area is 500 square meters, and there must be three links (water, electricity and gas). Whether to prohibit the establishment of restaurants should consult the relevant departments.
Second, positioning.
While choosing a good store location, according to the analysis and investigation of the market, determine the consumption orientation. 50 yuan -60 yuan per capita, featuring natural food and wild fungi, highlights the cultural concept of food nutrition and health preservation.
Third, after-sales products.
Establish customer files and complaint handling team. Establish detailed customer files, send text messages or call for greetings on holidays, birthdays or special days. Establish a good customer base. Complaint handling team. Deal with complaints at the first time, get satisfactory results from customers, prevent the situation from expanding or adversely affecting the corporate image, and handle customer complaints reasonably and perfectly.
Fourth, the institutionalization of internal management
Improve various forms and systems, such as employee handbook, kitchen post responsibility system, service handbook, food standard production list, employee information list, inventory report, monthly expenditure table, take-away record table, order table, membership card and employee suggestion box.
Verb (abbreviation of verb) personnel recruitment
The foreman in the front office and the main staff in the kitchen are our own, and other personnel are recruited by the society. The front desk attendant is recruited by the school, and at the same time, he learns the pre-assessment, training, menu customization, employee manual and various systems. Training employees: be familiar with corporate culture and fully abide by various rules and regulations, work processes, job skills, professional ethics, gfd requirements and ten habits;
1, understand the restaurant's target values and scope of work.
2. Address guests with surnames, increase affinity, and give cordial service and warm welcome when guests need money.
3. Whenever and wherever, guests are preferred.
The second model essay on food marketing plan
I. Project Background China people love to eat jiaozi. Apart from the variety of tastes, the main reason is that jiaozi has become a kind of food with auspicious meaning in the development process of thousands of years.
For example, jiaozi's leather is round, and China people pray for a happy reunion, which is very suitable for China people's needs. The shape of jiaozi is oblate, much like Yuan Bao, an ancient symbol of wealth. Especially during the Spring Festival, when we bid farewell 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, more importantly, it is wrapped in jiaozi, and all kinds of auspicious things can be wrapped in stuffing. For example, when people get married, they can wrap peanuts and chestnuts with dumpling stuffing to show that they want to have children early.
Little jiaozi carries so many auspicious meanings, which are 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 this is only a legend, eating jiaozi on the solstice in winter has become the custom of ordinary people in the cold areas of northern China. After the solstice of winter, there are nine cold days, and the coldest day of the year is coming. Old people often say that if you don't eat jiaozi this day, your ears will freeze. The hot jiaozi drove away the cold in winter and added a warmth to people's hearts.
Second, the guiding ideology
Promote that this kind of food is 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 in the market, it is easier to be accepted by people. This will make it have strong vitality.
After years of research and development, we are constantly seeking. Finally, using the high technology of modern food engineering, the latest scientific and technological product-instant kimchi was developed. 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 storage time; More particularly, due to its rapid brewing method and traditional secret recipe, its brewed dishes have the functions of promoting digestion, invigorating stomach, lowering blood pressure, promoting blood circulation, beautifying and preventing cancer. Therefore, once listed, it will be favored by consumers, especially middle-aged and busy people. Nowadays, instant kimchi is no longer a simple seasonal food, but has become a delicious food that can be eaten at any time all year round, and will be favored by many consumers. It is indeed a good project for small and medium-sized investors to start businesses. Small pickles and big articles. Many people make a fortune by making kimchi. For example, as a professor at Tianjin Business College, he went into the sea to do kimchi business and earned 4 million yuan in just two years. Now the 64-year-old professor will invest130,000 yuan to build a truly industrialized kimchi factory.
The research and development of this project should not only consider the interests of consumers, but also consider the feasibility of production. Low investment in fixed assets, high rate of return and good development prospects. The price of instant kimchi per catty is 7 yuan-10 yuan, but the cost is only 30%. Another example is a restaurant with a daily turnover of about 20xx yuan, which sells nearly 3 kilograms of kimchi every day. For example, some large and medium-sized cities and surrounding areas need 200,000 tons of kimchi every year according to the annual demand of more than 40,000 catering enterprises (the self-made annual output is about 50,000 tons). It can be seen that the amount they need to buy from the market every year (annual market gap) reaches 6.5438+0.5 million tons. Only this gap can show the potential of the market.
This technology can be used to make instant pickles with various tastes and varieties. It can also be made into products with a shelf life of six months at room 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.
Third, capital investment.
1. Fixed assets (this investment is a small-scale investment in the early stage): about 90,000 yuan [excluding workshop, pressure boiler (2T) and transportation].
2. The working capital is 30,000 yuan.
3. The preliminary preparation fund is 654.38 million yuan.
4. The set meal is 30,000 yuan.
5, marketing (marketing expenses) 20000 yuan.
6. Unforeseen expenses are 20,000 yuan.
Four. Main tasks and steps
(1) It takes 3-6 months from the preparation to the trial production of the enterprise.
(2) Funds and personnel can be invested by stages. From small expansion to gradual development. Principle: gradually increase sales, capital investment, factory expansion, equipment and personnel.
(3) Problems that should be paid attention to in marketing (suggestions)
1. You can use multi-channel marketing (including e-commerce) to do a good job in promotion. 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, subdivide channels and markets.
3, gradually promote the market, expand market share (share).
4, gradually establish the brand and corporate image.
5. Further deepen, expand and deepen market segmentation, and launch new products in a timely manner.
Benefit analysis of verb (abbreviation of verb)
(1) annual output: about 150 tons.
(2) Annual output value: about 265,438+10,000 yuan (calculated at the price of 7 yuan per catty).
(3) Annual net profit: about 6,543.8+0,000 yuan.
(4) Net interest rate: around 50.
Other conditions required by intransitive verbs.
Personnel: 10
Factory building: 100 square meters
Water: ton/hour
Electricity: 20KW
Seven. risk profile
This project belongs to the high technology of modern food engineering. Features: long research and development cycle, high technology content and long self-protection period. In particular, imitation, forgery and counterfeiting are more difficult 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. There are few competitors, quick results, and it is easy to form a favorable situation of monopoly technology, monopoly market and monopoly profit.
Eight, product development ideas
1, an enterprise can start development as soon as possible and be in an invincible position without four elements. That is, marketing, capital, technology and team make it a platform and guarantee for enterprise entrepreneurship and development. With resources, it is necessary to emphasize the word "fast" and quickly occupy the market, which can avoid some unnecessary competition and consumption.
2. The products mentioned above are aimed at mid-range consumer groups. Facing the market situation of domestic cities, it is wise to position its products in hardcover, high quality and medium price.
3. It is recommended to put multiple eggs in multiple baskets. The varieties, specifications and tastes of its products are diversified, thus forming a strong market impact and obtaining rich profit returns.