Xinlun Milk Tea Place Marketing Plan I. Marketing Status

(A) Xinlun Milk Tea Place Basic Information

Geographic location: Harbin Engineering University student aid supermarket front door aisle side

Established: April 20, 2006, April 28, 2006 officially opened

Business area: 10 square meters

Staff: 1 person with good appearance, skilled operating level, male. /p>

Staff: 1, good-looking, have more experience, skillful operation level, male.

Specialized equipment: two water dispensers, a milk tea sealing machine, pearl powder and all kinds of condiments complete, more complete equipment.

Product types: original flavor, chocolate flavor, honeydew melon flavor, coffee, strawberry flavor, mango flavor. Other products such as banana milkshake and ice float coffee are also available, but in limited quantities and with fewer sales.

Price: All milk teas are $2 a cup.

Nature positioning: currently a small fixed milk tea suppliers, relying on the highest consumer area of the University of Engineering Supermarket this engineering gold, foot traffic and consumer groups are more intensive, the current trend of consumption of pearl milk tea is rising, the market outlook is good.

(B) area market conditions

1, the overall market profile: Harbin Engineering University schools are now more than 21,000 students of all types, including more than 3,300 graduate students.

2, fixed consumer groups: through our survey found that students like to drink pearl milk tea accounted for about 44% of the total number of general 34% of the total number of students, and do not like only 16% of the total number of students. Visible pearl milk tea consumption is with high potential.

3, the specific situation: Harbin Engineering University food business area is mainly concentrated in the eleven apartments inside and around the street, financial aid supermarkets and engineering university apartments warehouse sale, especially in the area around the eleven apartments, the competition is more intense.

4, facing competitors:

A, Scholar Milk Tea Shop: founded in 1999, earlier than Xinlun Milk Tea Workshop 7 years, the market is experienced, business area of 8 square meters or so, the staff of a female, a full range of products, equipment is more complete, and good location, located in the Engineering University's second-largest supermarkets -- the main entrance aisle. -Scholar supermarket is located in the second largest supermarket in engineering universities - the side of the aisle at the front door, can attract part of the flow of people and consumer groups, special advantage is that it is located in the largest hot and spicy hot business point in engineering universities - the side of the hot and spicy hot schoolchildren, part of the students (especially girls) have to eat hot and spicy hot side of the fixed habit of drinking milk tea to a certain extent increased its consumption, the disadvantage is that in recent years, not enterprising, the business area of 8 square meters. The disadvantage is that in recent years do not think of progress, no breakthroughs, simple decoration, some stores are in disrepair, and even give people the impression of unclean, limited varieties of milk tea, taste is more general, in recent years, the consumption of a downward trend, but is still the main competitor of Xinlun Milk Tea Workshop.

B, a variety of manufacturers to create a series of milk tea

Location: concentrated in the student apartments warehouse sale inside (currently not yet found in the school aid and student supermarkets)

Main brands:

Huiyuan Milk Tea, Manufacturer: Jilin Sifeng Huiyuan Foods Co.

Pure Fragrance Pure Milk Tea, Manufacturer: Liaoning Jinzhou Pure Fragrance Pure Foods Co.

Peopeo Milk Tea, Manufacturer: Zhejiang Peopeo Foods Co.

Competitive Advantages: Manufacturer system milk tea products in a wide range of markets, a variety of sales and delivery channels, the quality of the product is qualified and suitable for storage, long shelf life, located in a favorable location within the warehouse sale of the student apartments, the students can go out and buy directly in the process, the convenience of comfort (especially boys), to a certain extent, increased its consumption.

Competitive disadvantages: high price, the unit price of 2.5 yuan / cup, a single variety (school warehouse sales appear only one original flavor), and the taste is not as good as the entrance of the freshly made, subject to seasonal limitations, in the heat of the summer, its consumption will be reduced.

Overall evaluation: a certain degree of competitors

C, other milk tea supply points outside the campus

Basic evaluation: complete varieties, better taste, reasonable price, a bit of its location on the disadvantage of limiting its consumer demand, is a slight competitor.

Two, the problem and opportunity analysis

Marketers to develop a marketing plan for the second step is to analyze the problems faced by the enterprise and the opportunities that exist.

Shin Lun Milk Tea House is facing the following problems:

1, with the increasing variety and number of various types of food supplies within the University of Engineering, the consumer has a wider and wider range of choices to choose from, more and more choices, beverages such as cola, orange juice, coconut milk, milk, pure water and so on to a certain extent to divide up the already limited demand market.

2, Xinlun Milk Tea House business area is limited, providing a limited range of services, is limited to the engineering university campus.

3, Xinlun Milk Tea House is located in the student supermarket, there is a certain degree of concealment, is not easy to be found by the surrounding people, to a certain extent, to limit its consumption.

4, competitors such as the school milk tea store, a fixed range of consumer groups, and will never be willing to reduce the market share of milk tea, will certainly take corresponding measures.

5, Xinlun milk tea store publicity is not enough, some students do not know much about its basic conditions such as taste.

6. Milk tea is a high-fat, high-calorie food. The aesthetic concept of today's society (slim is beautiful - especially girls) and the more popular trend of weight loss will undoubtedly make some milk tea consumers (especially women) to bear the pain and say "No" to it.

At the same time, Xinlun Milk Tea House also has the following opportunities for development.

1, engineering university milk tea market is far from saturated, there is a large profit margin and the number of a relatively large number of milk tea consumer group, the market has a wide range of prospects, and the strength of the current competitors and the number are limited.

2, Xinlun Milk Tea House in the opening and May Day during the "free milk tea" series of activities, to a certain extent, to promote its own image, good taste, serious service attitude, professional level of operation in the students set up a good reputation.

3, Xinlun Milk Tea House has frozen and warm two series of choices, hot and cold are suitable, both in the hot summer cooling summer, but also in the cold winter months to warm up the belly, and its competitors (including students milk tea store and the famous manufacturers series of products) are not frozen series, which is conducive to increase the Xinlun Milk Tea House of the market share.

4, Xinlun Milk Tea House, although the business area is limited, but there is an antique style of decoration, beautiful indoor environment, and learn from the students left a good impression (especially with the students milk tea store store years of unrepaired compared to the store), more competitive advantage.

5, the university is a hotbed of many student couples, surveys show that women prefer pearl milk tea in many beverages, and thus more will attract a lot of male comrades to buy, to show care.

6, through our market questionnaire, we found that Xinlun Milk Tea Workshop has a high popularity among students, in addition to the service, décor, varieties, the most important is the taste, can be seen at present Xinlun Milk Tea, although not long after the opening, but it has already shown a certain degree of competitive advantage.

Students are more likely to choose which kind of milk tea

Xinlun Milk Tea students milk tea manufacturers series of milk tea (warehouse sold inside the sale of milk tea sold outside the school

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Three, marketing objectives and action programs

After the above steps, the further is to determine the objectives of marketing and action programs.

The marketing objectives of Xinlun Milk Tea House are as follows:

Daily sales: 50 cups/day (averaged over a year)

Annual sales: 36,000 yuan/year

Gross profit: 24,000 yuan

Gross profit margin: 66.7%

Net profit: 20,000 yuan

Net profit margin: 55.6%

A year by 360 days, 30 days a month

Xinlun Milk Tea Workshop long Zhang soon more should seize the engineering university milk tea market space is wider, profitable and good opportunity to rapidly expand the scope of services, enhance market share, from small to large, and ultimately firmly occupy the school milk tea market, in order to achieve this goal and the design of the program of action is:

1 , do our best to improve the quality of service and improve service attitude.

2, constantly strengthen the publicity of the students, enhance the cohesion of the students to Xinlun Milk Tea House.

3, continuous innovation, improve and increase the variety of milk tea, to adapt to the needs of the majority of students, for example, for student couples to launch a mandarin duck cup (a cup of two flavors) or to provide double-ported straws, etc..

4, Hai Nai Chuan, in the store set up a comment book, students have comments or suggestions can be directly put forward or written.

5, the timely introduction of set sales or buy one get one free activities.

Such as the launch of two cups of milk tea and a chocolate chip cookie special package.

Four, marketing strategy

that is, to carry out marketing advertising, promotion and other strategies.

(A) Advertising campaign

1, posters in front of the entrance to the financial aid supermarket, around the store, and on the bulletin boards of student apartments, to enhance the students' understanding of the degree of Xinlun Milk Tea.

2, the store to add quantitative small cups of free tasting milk tea, not only can make students easy to drink and taste, understand the taste, but also let the students leave a good impression, and thus in the flow of publicity role, play the role of indirect promoters, it can be said that one stone kills two birds with one stone.

(2) promotional activities

Xinlun Milk Tea House should be in Valentine's Day, Surname Day, May Day holiday, National Day holiday, Mid-Autumn Festival, Christmas and other major festivals or double holidays, winter, summer vacation, and other promotions at any time.