Template of Marketing Planning Scheme for Catering Industry (I) I. Purpose
We already know the strategy to attack our competitors. By cracking down on competing brands, we have a very good advantage in the newly opened store. But for competitors who have been operating successfully for some time, our previous crackdown can not directly affect our turnover. Therefore, we need this supplementary plan in order to seize and narrow the market of some competitors and achieve the purpose of attacking competitors.
Second, the preparation work before looting
Before doing any activities, a single store should make a preliminary investigation on the competitors in the business circle to distinguish the main competitors from the secondary competitors. The survey of main competitors includes: decoration positioning grade, food price positioning, competitive selling point, service quality, hygiene, operation process, turnover, attendance rate, advertising strategy, promotion strategy, etc. Based on the analysis of these market survey results, we will make our robbery plan.
Third, the strategy of plunder.
(1) Positioning of single store decoration.
1, the decoration style of a single store is subject to the headquarters standard, which not only has distinct personality, but also highlights the cultural atmosphere. High-end shops have plaques, poems, calligraphy and paintings, reliefs, etc. )
2, in the decoration materials and construction technology should not be too rough.
3. Single stores with large scale and high grade are relatively competitive. You can set up a VIP room in the private room of a single store (consider gold or silver) to attract old customers, and at the same time, it can play the role of advertising and create influence in the industry.
4. A single store with an area greater than 800㎡ may consider adding a performance stage: ① folk music performances (guzheng, dulcimer, erhu, etc.). ); (2) Fashion model performance and singer singing will increase the atmosphere and stabilize tourists.
(2) price positioning.
Price is the most sensitive adjustment lever, so we should position the price according to our own situation. Our pricing standard is not based on secondary competitors, but mainly on major competitors of the same grade. The price is slightly lower than that of such competitors, and it must not be higher than that of competitors or sell the main products at special prices, and (other price differences are basically the same) it is superior to competitors in terms of services or preferential measures.
(3) Analyze the advantages and disadvantages of competitors.
This paper analyzes the advantages and disadvantages of competitors in business circle from two aspects: important factors and unimportant factors such as environment, hygiene, dishes and services. Non-important factors mainly refer to supplementary and auxiliary measures, such as some non-significant preferential measures; Among many important factors, our competitors already have them (the price difference is our complaint point), so our detailed rules must find out the shortcomings of competitors in non-important factors (auxiliary factors), such as whether competitors have parking lots and car washing services; How many kinds of snacks are there, and are there any foods that children and women like? Whether the group has vehicle transportation; Whether there are green plants in the store; Extension of service; Whether there is a gift; The ingenuity of small gifts, etc.
In order to let our single store manager have a concept and implementation ideas, the following is a brief introduction of a "quadrant analysis model" theory, hoping that the theory conveyed by the headquarters can inspire our single store manager.
Superiority area of repair area Superiority area: (of high importance) is a single store advantage and needs to be maintained.
Opportunity Zone Maintenance Zone Repair Zone: (of high importance) The performance of a single store in this respect is relatively poor and needs to be repaired and upgraded.
Opportunity zone: (of low importance) single stores do not perform well in this respect,
Consumers and competitors, including our single store, have ignored it. Our single store can explore this opportunity, understand the satisfaction of the customer base and attract potential customers.
Maintenance field: (of low importance) The single store performs well in this respect, which is of little practical significance to the single store and does not require much effort.
The following are some application examples of the above theory:
1, send books or CDs for dinner.
Detailed rules: if you spend over xx yuan, you will be given a book or CD for xx yuan.
This scheme will be very attractive to people in the era of knowledge and culture. Whether reading or listening to CDs (printed with red door propaganda materials or greetings, etc.). ), we can always think of our single store, and we will mention our single store many times in the communication between customers and their friends to attract other friends to become our customers. This way is very consistent with our single store and attracts other friends to become our customers. This way is very consistent with the strong cultural atmosphere of our single store.
2. If the other party receives money to buy rice, our rice will be free. If competitors don't accept money to buy rice, then we should use high-quality imported rice in our single store, such as Thai fragrant rice and Northeast rice, to highlight our own characteristics.
3. The snacks in the store are diversified, and new special varieties are added in time. If competitors only provide one kind of fruit platter every day, then our single store will provide a variety of fruit platters for customers to choose from.
4. You can make a "cashier bag". The cashier bag is printed with the introduction and reservation telephone number of our single store, which is used to hold the cashier and give the change to the guests. It is sanitary and convenient, and plays a role in promoting single stores.
If there are no entertainment facilities or venues in competitors' restaurants or private rooms, then our single store can set up a performance platform in the lobby and other suitable places for customers to entertain and host programs.
6. If competitors don't have appetizers or only one kind (pickles, pickles) before meals, then we can consider sending two or more appetizers (fennel beans, peanuts, pickled cucumbers, leeks, etc.). ) before dinner.
7. The opening of the aforementioned "luxury private rooms" is also an innovation in the Opportunity Zone.
And a series of methods to find opportunities to attack competitors, the premise must be that the disadvantages of the "repair area" have been fundamentally changed.
(4) Single store promotion.
The purpose of single-store publicity is to improve the popularity and reputation, mainly through advertising channels such as newspapers, television, radio, street signs, text messages and so on. Improve the reputation of a single store through public welfare activities, such as sponsorship, donation and condolences. In addition, by improving customer satisfaction, the brand of a single store can also be improved.
(5) find a selling point.
The main selling point is the ability to absorb the details of customers. If a competitor's selling point is very effective, a single store should imitate it immediately. If the competitor doesn't innovate immediately, then his selling point will be diluted by us. At the same time, our single store has made some efforts in the way of price communication, which has also become a headache for competitors. This method is passive, and the positive method is to find selling points according to the characteristics of the surrounding environment, such as low-priced promotional drinks, innovative dishes, innovative services and customer service facilities.
(six) the establishment of marketing team, multi-channel marketing strategy.
1. Establish a marketing team. The manager of a single store should also be an excellent marketer, belonging to the marketing team, and all employees should be the marketers of a single store to conduct all-staff marketing. Store managers, floor managers and administrative managers play a major role and are also the core strength, focusing on management internally and expanding the market externally. The marketing plan of the head office must be evaluated and predicted by the single-store marketing group when it is implemented in a single store, and it needs to be supplemented and innovated when necessary.
2. Establish a part-time marketing team. List and ranking list:
A, list good friends with certain social relations, through whom they often "take customers (or recommend) to spend".
B, you can contact the staff of entertainment and leisure places to send invitation cards or discount cards, and give appropriate commissions or dividends according to the actual consumption situation.
Of course, there are different ways to establish a part-time marketing team, mainly because a single store chooses the way that suits it according to the local market and the situation of the store.
Channel marketing is not a new concept. The channel that a single store passes through is also the promotion method and communication channel provided by the headquarters, and the purpose of grabbing the competitor's market is achieved by using three-dimensional publicity and promotion.
(7) Regular promotion.
Some competitors posted "eat 100, get 50 free" on the glass curtain wall in time, which is a perennial means of promotion and publicity. This kind of promotion reduces the gold content of the store's preferential measures in customers' minds, so we don't recommend this way, but make full use of holidays and other activity days to carry out promotional activities and crack down on competitors. Our planning manual has given a comprehensive reminder in this regard, of course, in different ethnic areas.
(eight) to establish customer files.
According to the customer file table provided by the headquarters, the single store records the customer information in detail, files it, visits it regularly, invites major customers to participate in the store's promotional activities and strengthens public relations.
Fourth, general comments.
No matter what kind of measures are taken to rob people, effective evaluation should be carried out to facilitate summary and improvement afterwards. Every attack does not have to be comprehensive, but it must be targeted and strategic.
Marketing planning scheme template for catering industry (2) 1. Make up for the deficiency with special dishes.
During the "off-season" period, the turnover of most restaurants will decline to varying degrees. However, if we want to recognize the characteristics of off-season catering and launch promotional activities in a targeted manner, "the off-season will not be dull." Special dishes are the simplest, most direct and most effective. Although the peak consumption season has passed, expensive dishes can only be eaten after the Spring Festival, but people always have to eat them, and ordinary and affordable dishes will also attract some customers. A few special dishes every day can not only win people's hearts, but also maintain growth, reduce the profits of several dishes and make up for them through other products. Many restaurants' promotional activities are loss-making businesses, but by attracting popularity, driving other consumption and doing enough articles, hotels can successfully survive the off-season with capital preservation.
Second, plan a food festival to bring popularity.
Artificial festivals are a powerful means for restaurants to cope with the off-season. Recently, celebrations and food festivals in major restaurants are quite frequent, which are all good ways to enhance popularity. For example, xx launched the theme "xx Food Festival" in the off-season, xx Hotel held the "xx Seafood Food Festival" and xx Street held the "xx Festival". What's more, the restaurant also launched a "threesome, free of charge". The promotion of "buy two get one free" in disguise is naturally much better than direct discount. These activities with different themes make the restaurant very popular. The purpose of holding a food festival is to attract tourists and increase turnover, which is often a gimmick. With a core ingredient, it is deconstructed into a whole through the use of various cooking techniques, and presented in the form of "all-sheep banquet" and "all-cow banquet", which makes diners feast their eyes and the restaurant gain fame and fortune. Also, things are rare, even ordinary ingredients will always be appreciated as long as they are supplied in limited quantities. According to consumers' mentality, some restaurants are biased towards cities, and some special ingredients only serve 10, which will make consumers appetite.
Third, digital promotion promotes young people's consumption.
In order to make more diners and become regular customers, the operators have also spent a lot of effort. In the meantime, in addition to the usual practices such as discount, VIP card discount and fruit tray delivery, operators can also aim at new forces-aiming at the lifestyle of young consumers who often surf the Internet, engaging in online promotion, such as online ordering, electronic coupons, or bundling credit card discount activities with banks. Property and enterprises jointly launched online electronic coupons, which can be used as cash after printing, catering to the consumption needs of many young people.
Fourth, the off-season transformation, adding fashion elements.
Many restaurants choose to decorate their stores in the off-season, which shortens the gap between hotels and other restaurants in terms of software and hardware, and redecorating is the best policy. Since mid-June, 10, xx and others have partially renovated the hotel, and some even completely renovated it, ready to welcome the arrival of the peak season with a brand-new look. The person in charge of these restaurants believes that the catering competition is so fierce now that consumers attach great importance to the environment. Only by constantly transforming restaurants can we continuously increase the popular elements in the catering industry, successfully complete the transformation of enterprises, and make enterprises invincible.
Fifth, experience consumption, lack of improvement
In the off-season, the focus of marketing work can be summarized as three aspects:
1, old customer maintenance;
2. Develop new customers;
3. Create brand image. To do these three aspects well, moderate marketing cost is essential. Restaurants can get customers' opinions through face-to-face communication with customers, telephone communication, filling out survey forms, etc., and can also invite friends to experience the restaurant as customers. Only by solving the problems existing in the restaurant, assisting the current situation of the restaurant, and local consumers are keen on marketing planning, can the restaurant heat up. Powerful restaurants are sought after by consumers, and there will be no big business gap all year round, but they will be more popular in winter.
Sixth, skillfully borrow cultural cards.
The restaurants in the city have no obvious advantages in both products and ingredients. How can we maintain growth? So some people play the "cultural card", "the economy sets the stage, and the culture sings", and they use their brains in food culture. At the beginning of the month, the owner of a restaurant, which mainly deals in chickens, accidentally got the top half title of the restaurant for his customers. At present, the boss quickly launched a reward of 10,000 yuan for the lower part, which caused great concern in the city. By the end of the month, the restaurant had received more than 300 participants. In order to be fair, the boss specially invited a university professor to be a judge. In this way, the topic is used to promote the hotel's special dishes and attract potential customers. Off-season marketing should not only be aimed at opponents, themselves and products, advertising and promotion, but also focus on the whole social environment. We should be good at grasping the focus of society, changing strategies and actions quickly, and even speculating ourselves without losing time. We will not only make money, but also make the general benefits such as reputation and popularity soar.