Syb's business preparation plan in syrup 1
I. Preface
Dessert, as a representative of modern leisure food, is being accepted and liked by more and more people, but the current situation of domestic dessert industry is far from meeting people's consumption needs. Looking at the domestic dessert industry, there are ice cream shops and beverage shops everywhere under the banner of the United States, Italy and South Korea. The varieties are simple and similar, the styles are the same, there is no connotation and nothing new, which has made people produce? Dessert fatigue? . China is the dessert capital of the world, and Guangdong is the most important place in China. The profound Chinese dessert culture has been bred in southern Guangdong for hundreds of years. Chinese desserts are mainly fresh fruits and medicinal materials, which have both delicious and health-preserving effects. The main purpose of this advertising plan is to popularize Manchu desserts in the northern region and promote China dessert culture.
Second, the market analysis
1, market overview
With the improvement of people's living standards, the requirements for quality of life are getting higher and higher. Eat? It's not just to eat full, but also to eat delicious, healthy and fashionable. Therefore, although clothing, food, housing, transportation and other industries are traditional, they are out of date, and because they are closely related to people's lives, there will always be a market. Dessert, as a representative of modern leisure food, is being accepted and liked by more and more people, but the current situation of domestic dessert industry is far from meeting people's consumption needs. Looking at the domestic dessert industry, there are ice cream shops and beverage shops everywhere under the banner of the United States, Italy and South Korea. The varieties are simple and similar, the styles are the same, there is no connotation and nothing new, which has made people produce? Dessert fatigue? . In fact, China is the dessert capital of the world, and Guangdong is the most important place in China. The profound Chinese dessert culture has been bred in southern Guangdong for hundreds of years, and the Chinese dessert market in China is very large. The main consumers of this product are mostly in the south because of their living habits, while in the north, due to climate reasons, there are not many people who like desserts, usually children and women. Most of them are concentrated in schools, office buildings, and near CBD. About 30% of the population. Most of their purchases are young white-collar workers, spending about once a day, and most students and children spend it once every holiday.
2. Market composition: In the Mainland, unlike Hong Kong, where there are many kinds of dessert shops, there are some dessert shops with a certain scale, but most of them are located in southern cities, while the northern cities are only Beijing, with a low penetration rate. There is a lot of room for development. However, Xu Liushan, another famous dessert brand in Hong Kong, should be stationed in the southern city soon, so Manji should start to open more branches in the north to increase its market share.
3. Characteristics of market composition: The dessert industry is seasonal in the north, and it is cold in winter in the north, so few people eat desserts, so winter is the off-season and the peak season is in summer.
Third, product analysis
1, product characteristics analysis
Professional raw materials, rest assured. Manji dessert is made entirely of fresh ingredients on site, without any preservatives and other harmful substances to human body, and there are medicinal diets such as Guiling Ointment. In order to ensure food quality and improve operational efficiency, the Group has set up its own central food manufacturing workshop, fruit processing warehouse and logistics and transportation fleet, and all the production, transportation and sales involved in the operation are handled by itself, without any external demand. Accumulated years of operating experience, the group's operating model has become systematic, including cost control, material selection, production process, quality control, logistics and transportation, product sales, etc., and every detail is meticulous; Products are even more innovative, constantly improved and innovated, ensuring to provide customers with the best quality products and maintain market competitiveness. In terms of price, Manji dessert is a high-end product among similar desserts, but it is directly proportional to its service.
2. Product brand image analysis
Since Hong Kong Manji Dessert Group set up its first "Manji Dessert" in Saigon District, Hong Kong in 1995, it has developed from an early family-style dessert shop to a chain-like dessert shop, which is deeply loved by local customers, especially the younger generation in Hong Kong, and is highly praised and appreciated by domestic and foreign tourists. "Man Ji Dessert" has become a "dessert brand".
Product positioning analysis
In view of the fact that we are facing a group of young and new middle-class consumer markets. Manji dessert will take interesting elements as a new starting point, and the appearance of dessert monsters will bring shock to the market.
advertising strategy
Advertising psychological strategy
Arouse the attention of consumers: there is a popular jargon in advertising: If your advertisement can attract people's attention, the task of selling goods is half done. ? There are five striking principles in advertising: large objects are more conspicuous than small objects; Moving objects are more eye-catching than static objects; Colored objects attract more attention than black and white objects; A circle is more conspicuous than a square; Man himself is the most conspicuous It can be arranged that the protagonist frequently appears in the TV series, or advertises on TV or online.
2 Inspire consumers' association: objective things are interrelated, and association reflects the interconnection between things. For example, in daily life, people think of warmth when they see a stove, and sour when they see red fruits? Advertising needs leap-forward and breakthrough association. It is necessary to arouse consumers' association with the advertised goods by means of analogy through careful processing of materials and using the internal relations between things, so as to deepen their understanding of the goods, stimulate their interest in the goods and form certain attitudes and actions. The pictures of colorful fruits in the crystal ice can be used to show the dessert, which can make consumers feel the cool ice in the hot summer.
(3) persuade consumers to take action:
Let the consumer think that he needs full dessert, let the customer trust full dessert, service first, and cost-effective. Imagine, in the hot summer, the sun is like fire, three or five friends meet at the dessert shop, order two frozen coconut milk sago dew, several bowls of colorful red bean ice, drink delicious cool milk tea, chat while eating, and cool off the heat, which can be described as the time when life is proud; In the winter afternoon, when the cold wind is whistling, men and women hide in the dessert house, and they want to serve a bowl of smooth sesame paste with two cups of hot lemonade, so as to warm their stomachs and hearts. It is a lucky thing for Sansheng. More publicity about what a wonderful life experience Manji can bring to consumers will help convince consumers to spend Manji.
Advertising positioning strategy
The so-called positioning is to set a specific position for your product in the minds of potential consumers, which is exclusive to your product and impossible for other similar products to own.
Product positioning: healthy dessert based on fresh ingredients.
② Market positioning: it faces a group of young and new middle-class consumer markets, and tends to be young and fashionable.
(3) enterprise orientation: with years of operating experience, the group's operating mode has become systematic, including cost control, material selection, production process, quality control, logistics and transportation, product sales, etc., and every detail is meticulous; Products are even more innovative, constantly improved and innovated, ensuring to provide customers with the best quality products and maintain market competitiveness.
④ Quality orientation: Strictly check the quality and hygiene, and strive to be 100% fresh.
⑤ Price positioning: The price is high in the similar dessert industry.
⑥ Concept orientation: Delicious can also be fashionable.
⑦ Image positioning: In view of the global market strategy, a brand-new dessert visual system came into being, and then it went to the newer Asian market. In view of the fact that we are facing a group of young and new middle-class consumer markets. Manji dessert will take interesting elements as a new starting point, and the appearance of dessert monsters will bring shock to the market. ⑧ Functional orientation: Leisure and summer vacation.
Pet-name ruby service orientation: high-grade service.
Advertising planning strategy
Market survey: ① survey of factors influencing market survey and market policies and regulations; ② survey of market supply and demand and market capacity; ③ survey of market competitiveness; ④ survey of market products; ⑤ survey of advertising activities.
Design the questionnaire according to the requirements of conciseness, progressiveness, representativeness, evaluability and certainty.
Determine the theme of the advertisement
Advertising budget
creative strategy
Advertising creativity should be based on truth, highlight individuality, see the big picture from the small, simplify it by deleting the complicated ones, pay attention to literary talent, move people with emotion, and make a surprise attack. There are reverse thinking method, analytical synthesis method, addition, subtraction, multiplication and division method, clever distribution of doubts, free play method, brainstorming method and so on. Use these methods to design a good advertising idea.
Advertising implementation plan
1, advertising can use a variety of advertising media:
(1) Advantages of newspaper communication: wide spread, rapid spread, news, high reading rate, strong expressive force of words, easy preservation and search, and low communication cost. Weaknesses are short timeliness, easy to be ignored by readers, limited understanding, poor color and lack of movement.
(2) Advantages of magazine communication: strong timeliness, strong pertinence, exquisite printing and strong expressive force. Weaknesses are long publishing period, low momentum, limited understanding, poor color and lack of movement.
(3) Advantages of broadcast communication: wide spread, rapid spread, strong appeal and multiple functions. The weakness is that the communication effect is fleeting, and the information is poorly stored. Restricted by the program sequence, the audience can only passively accept the established content, with poor selectivity. Broadcasting only has sound, no words and images, and the audience's attention is easily distracted.
(4) The advantages of TV communication are: the combination of audio and video has good communication effect, strong immediacy, a sense of presence, rapid communication, wide influence, multiple functions and strong entertainment. The weakness is that the communication effect is fleeting, the storage of information is poor, and the record is unchanged and it is difficult to query. Limited by time sequence, and limited by venue and equipment conditions, the transmission and reception of information are not as flexible as newspapers and radio. The production, transmission, reception and preservation of TV advertisements cost a lot.
(5) The advantages of the network are: wide range, transcending time and space, high openness, two-way interaction, personalization, multimedia, hypertext and low cost.
(6) It can also be publicized through outdoor advertising.
2. The effective media combination forms are newspaper and broadcast media, newspaper and magazine media, newspaper and TV media, newspaper or TV and postal media, TV and broadcast media, and postal advertisements and sales site advertisements or posters.
3. Advertising budget
The methods of advertising budget mainly include: sales percentage method, profit percentage method, sales unit method, advertising revenue increasing method, sales revenue decreasing method, target achievement method and competitor method.
There are several ways to use advertising budget: distribution according to advertising function, distribution according to advertising media, distribution according to advertising area, distribution according to advertising time and distribution according to advertising goods.
Evaluation of advertising effect
Advertising effect has the characteristics of indirectness, tardiness, accumulation, dissipation and compounding.
Several important indicators of advertising effectiveness are: sales, arrival rate, attention rate, memory level, purchase arousal and AEI.
Combined with the characteristics of advertising effect test, the main methods of advertising effect investigation are: (1) sampling survey (2) questionnaire (3) interview (4) observation (5) comparison method.
The analysis of advertising effect mainly starts from two aspects: economic effect and social psychological effect. The analysis of social psychological effects of advertisements focuses on the following aspects: (1) the analysis of cognitive effects; (2) the analysis of memory effects; (3) the analysis of emotional attitudes; (4) the analysis of buying behaviors.
Syb business preparation plan syrup 2
First, the entrepreneurial goal
business objectives
Established the first professional dessert shop in Taizhou College of Nanjing Normal University. The business scope is Chinese and Western desserts. Varieties include ice cream cake, ice cream, ice cream cookies, shaved ice, syrup, soup (dew), porridge, fruit juice, flavored dairy products, pudding, medicated diet nourishing stew, herbal tea turtle ling paste, Chinese traditional snacks and so on.
Business purpose
Sweet, healthy and fashionable.
Second, the market and competition analysis
Market introduction
Taizhou College of Nanjing Normal University is a very young school, which has only been established for more than 2 years. At present, there is a lack of a dessert shop that can be managed systematically in the school. The planned sweet dessert shop is just to fill such a gap.
Market competition analysis
Taizhou College of Nanjing Normal University is a young school. All facilities in the school are being improved, resources are scarce, students' consumption environment is even more worrying, and the food problem needs to be solved urgently. Our service tenet can overcome the above-mentioned difficulties, meet the needs of target consumers, cut into this market quickly, and our business philosophy can support our sky. After analysis, we can open up this market. Xintian specializes in dessert and insists on brand differentiation and humanized management. Use the infiltration method of moistening things silently to establish and expand the popularity and reputation, so that consumers can know me, love me and buy me.
target customers
Some people mistakenly think that girls like sweets more than boys, but it is actually a mistake. In fact, there is no gender difference in taste preferences, and many boys also like desserts. In order to keep slim or lose weight, many girls often regard sweets as a scourge. And now consumers are becoming more and more rational. Therefore, the target customers of Sweetheart are all students.
Third, the characteristics of products and services
Professional raw materials, rest assured.
Xintian has established cooperative relations with regional suppliers of well-known brands of drinking water, dairy products and other raw materials, and marked the ordering area and various promotional materials in Xintian Store. From the perspective of trustworthy raw material suppliers, it gives customers a feeling that food safety can be guaranteed exactly.
Rich varieties, more choices
It is hard to please all. Sweetheart should try to make the dessert taste adapt to customers of all kinds of tastes. Many styles of desserts are available for all kinds of customers to choose from.
Comprehensive nutrition and more health.
In addition to ordinary ice desserts, the business varieties of Xintian want to start a business and go to the Youth Entrepreneurship Network to find a project, as well as the medicated diet nourishing stews, herbal teas and turtle paste which are popular in some parts of southern China. The price list lists the tonic ingredients, nourishing effects and indications of each dessert, so that customers can choose according to their needs. Dessert with low calorie and good beauty-care effect, especially for girls who love beauty. Eating dessert and keeping in good shape not only do not conflict, but also can nourish the skin through food.
Service specification, more satisfaction
Xintian employees are divided into four categories: management, dessert processing, ordering cashier and store cleaning. Operate and serve in uniform clothes respectively. Employees require professional skills, unified use of Putonghua in service, establishment of strict service management norms and complaint return visit mechanism, and strict supervision and management.
Fourth, site selection analysis
Xintian Store is located at the east end of the first floor of the canteen of Taizhou College of Nanjing Normal University, which can make full use of the tables and chairs in the canteen and accommodate more customers.
V. Personnel and Management
personnel matters
Every employee of Xintian must be professional, and everyone, including ordering cashier and store cleaning staff, must undergo strict training to ensure the standard operation during normal work. Management personnel shall be provided with 2 personnel management personnel and 2 enterprise management personnel, with bachelor degree or above, excellent professional quality and good practical operation ability; Dessert processing production personnel shall be equipped with 2 formulators and 6 processing operators, requiring college education or above, excellent professional quality and good practical operation ability; There are a number of cashier and shop cleaning staff, and they will take up their posts after strict training. All employees must apply for health certificates.
Management thought
The premise of excellent scientific management is to determine and implement correct and advanced management ideas. We will adopt the management idea of putting people first and attaching importance to teamwork spirit. Attach importance to personal development, respect personal value, and coordinate and cooperate with each other in various functional departments to achieve the overall development of the restaurant and realize 1+ 1> The effect of 2.
management philosophy
(1) Respect the independent personality of catering personnel.
(2) Lower management level: the superior plans and manages the subordinate, and the subordinate should obey the work guidance of the superior and try his best to complete the tasks assigned by the superior.
(3) Mutual supervision: the management supervises the work of employees, and employees can also put forward their own opinions or opinions to their superiors.
(4) Create a collective atmosphere: it is necessary for subordinates to feel the strict discipline of the dessert shop, but also to care for employees, so that employees can feel the warmth from the collective, which is conducive to strengthening cohesion and improving work enthusiasm.
(5) fair treatment, equal treatment, from each according to his ability, give full play to his talents.
Management team
Investment is a business of managing talents. We will build a management team with direct technology and experience in various influential positions, and welcome all talents who are interested in seeking the development of this dessert shop to join this dessert shop.
management system
Establish strict service management norms and complaint return visit mechanism, and strictly supervise and manage. Improve the employee code, assessment system and reward and punishment system.
Syb business preparation plan dessert store 3
Summary of dessert shop business plan:
1, we need to open a dessert shop that mainly focuses on all kinds of desserts. Desserts in this dessert shop will be loved by the market.
2. These desserts are aimed at customers of all ages, ranging from children to the elderly.
3. In the current dessert industry, there are a lot of desserts, but generally the customers are young women, and there is no dessert shop for all the people, and the desserts in the general dessert shop are almost the same, with little novelty. So there are few dessert shops of this type in the market.
4. The capital I have now is that I have a deep understanding of the dessert industry and know how to develop new desserts and attract more customers. Secondly, professionals who develop desserts can be recruited for reasonable research and development.
5. After a new dessert is launched, it will naturally attract a certain number of customers, and then slowly develop all kinds of new desserts, from less to more, and make more and more desserts that belong to our characteristics, making their own characteristics in the dessert industry.
Career description
What we want to do is to enter the dessert industry. The target customers are the general public. Some people mistakenly believe that women love sweets more than men, but it is actually a mistake. In fact, there is no gender difference in taste preferences, and many men also like desserts. Many young women often regard sweets as a scourge in order to keep slim or lose weight. And now consumers are becoming more and more rational. Therefore, the target customers of dessert shops are not just young women, but customers of all identities, tastes and ages, and the public operate.
First, we will focus on selling existing products. When we earn the first bucket of gold, we will recruit researchers to develop new types of desserts and create our own characteristics.
Product description
Our dessert shop deals in Chinese and western desserts. The varieties include Hong Kong fruit desserts, sago, double-skin milk, sesame paste, bean curd, bean jelly, herbal tea, ice cream, ice cream cookies, smoothies and shaved ice, soup (dew), flavored dairy products, turtle paste, smoothies, shaved ice, sugar water, porridge, fruit juice, pudding, medicated diet nourishing stew, traditional Chinese snacks and so on.
Professional raw materials, rest assured.
Our dessert shop has established cooperative relations with regional suppliers of well-known brands of drinking water, dairy products and other raw materials, and marked the ordering area and various promotional materials in the dessert shop. From the perspective of trustworthy raw material suppliers, it gives customers a feeling that food safety can be guaranteed exactly.
Rich varieties, more choices
It is hard to please all. Sweet shops should try their best to make dessert tastes suitable for people of all ages and tastes. Many styles of desserts are available for all kinds of customers to choose from.
Comprehensive nutrition and more health.
In addition to ordinary ice desserts, there are also Hong Kong fruit desserts, medicated diet nourishing stews, herbal teas and turtle paste. The price list lists the tonic ingredients, nourishing effects and indications of each dessert, so that customers can choose according to their needs. Dessert with low calorie and good beauty-care effect, especially for young ladies who love beauty. Eating dessert and keeping in good shape not only do not conflict, but also can nourish the skin through food.
Service specification, more satisfaction
Sweet shop employees are divided into four categories: management, dessert processing, ordering cashier and store cleaning. Operate and serve in uniform clothes respectively. Employees require professional skills, unified use of Putonghua in service, establishment of strict service management norms and complaint return visit mechanism, and strict supervision and management.
Market description
The market of dessert shops is very large, and people of all ages will like it. But there are very few dessert shops with systematic management and innovative ideas in the market now, and this dessert shop just makes up for this gap.
Location and equipment
As long as there are many people. It is best to be located in commercial areas, near large markets, next to cinemas, dormitory groups in industrial areas, office buildings and so on.
The most basic thing is to be clean and bright, with bright windows. It is absolutely unnecessary to decorate the storefront with a large sum of money. When customers eat desserts, they seldom pay attention to the luxury of the facade, but they are more concerned about the taste, nutrition and hygiene of the food. As long as the dessert quality is up to standard and the store is clean and beautiful, there will be no business. The dessert shop should pay more attention to the selection of elegant and refined dishes than other small shops, so that customers will feel comfortable when they look at the tableware, and think that this shop is tasteful enough to be famous again.
The store should be furnished with tables and chairs that can accommodate fifteen people, with an area of about 10 square meter or more.
compete
We learned about large and small coffee shops and western-style leisure restaurants, and found that although most of them also operate a certain variety of desserts, the variety is not complete and the content is unprofessional. Therefore, the dessert project failed to form a systematic and standardized industry atmosphere. However, it will still be diverted to a large number of customers because of the brand dependence that has been formed in consumers' minds.
It is precisely because of the current market chaos that a ray of light has come to us. Our service tenet can overcome the above difficulties, meet the needs of target consumers, and cut into this market quickly. Our business philosophy ahead of peers can support our sky. After analysis, we can carry out washing integration work on this chaotic market. Sweet shop specializes in dessert, insisting on brand differentiation and humanized management. Use the infiltration method of moistening things quietly to establish and expand the popularity and reputation, and attract more customers with their own characteristics. Manage personnel
Every employee of the dessert shop must be professional, and everyone including the cashier and the store cleaner must undergo strict training to ensure the standard operation during normal work. Management personnel shall be provided with 2 personnel management personnel and 2 enterprise management personnel, with bachelor degree or above, excellent professional quality and good practical operation ability; Dessert processing production personnel shall be equipped with 2 formulators and 6 processing operators, requiring college education or above, excellent professional quality and good practical operation ability; There are a number of cashier and shop cleaning staff, and they will take up their posts after strict training. All employees must apply for health certificates.
Management thought
The premise of excellent scientific management is to determine and implement correct and advanced management ideas. We will adopt the management idea of putting people first and attaching importance to teamwork spirit. Attach importance to personal development, respect personal value, and coordinate and cooperate with each other in various functional departments to achieve the overall development of the restaurant and realize 1+ 1> The effect of 2.
management philosophy
(1) Respect the independent personality of catering personnel.
(2) Lower management level: the superior plans and manages the subordinate, and the subordinate should obey the work guidance of the superior and try his best to complete the tasks assigned by the superior.
(3) Mutual supervision: the management supervises the work of employees, and employees can also put forward their own opinions or opinions to their superiors.
(4) Create a collective atmosphere: it is necessary for subordinates to feel the strict discipline of the dessert shop, but also to care for employees, so that employees can feel the warmth from the collective, which is conducive to strengthening cohesion and improving work enthusiasm.
(5) Fair treatment, equal treatment, from each according to his ability, give full play to his talents.
Management team
Investment is a business of managing talents. We will build a management team with direct technology and experience in various influential positions, and welcome all talents who are interested in seeking the development of this dessert shop to join this dessert shop.
management system
Establish strict service management norms and complaint return visit mechanism, and strictly supervise and manage. Improve the employee code, assessment system and reward and punishment system.
Financial demand and application
Shop area: 10 square meter
The first installment of store rent: 1500 yuan.
Equipment expenditure: about 3,000 yuan.
Opening cost: 4500 ~ 8000 yuan
Profit prospect: 4500 ~ 7000 yuan/month
Adding up the expenses such as tables and chairs, bowls and spoons, kitchen utensils, raw materials, disinfection bowls and prepaid store rent, it is estimated that the opening cost will be about 6000 ~ 8000 yuan. The disinfection cabinet should be placed in the most conspicuous place in the store, because it is necessary for sanitary work. Customers can also feel a sense of security when they see sterilized cupboards. The purchase of complete equipment costs about 3000 yuan. There is no need to spend a lot of money to decorate the storefront. Customers are more concerned about the warmth of the environment and the taste, nutrition and hygiene of food. At the same time, dessert shops should pay attention to the selection of dishes with distinctive personality, so that customers can have a novel feeling when they look at the tableware.
Growth and development
According to the strength of the enterprise, the dessert shop takes Shanghai, an international metropolis, as the starting point and looks at the whole country. According to the strategy of expanding from small and medium-sized cities to large cities, it will gradually develop into regional chain enterprises. Specifically divided into the following three steps:
1, based on the market, occupy a certain share to fill the gap in the market, and make the enterprise professional, standardized and develop steadily.
2. Occupy the market and establish a chain mechanism. When the corporate image is accepted and begins to be loved, open a chain store according to demand. Learn management experience in practical operation.
3. Going to a wider market, the open franchise operation can be well controlled and operated normally in the Shanghai market. With a certain working capital, regional popularity, and a certain degree of market operation system theory and operation experience, after applying for independent intellectual property rights of products, it will expand chain stores nationwide and open franchise operation.