"Food is the most important thing for the people". With the development of economy and the continuous improvement of people's living standards, the catering industry has mushroomed, and the phenomenon of "each leading the way for one or two years" has aroused the reflection and reference of most operators. For Dajutong Food City, there are more and more similar and concurrently-run hotels in the market, and many direct and potential competitors make the competition in this industry extremely fierce. "Know yourself and know yourself, and win every battle", find the entry point of competition, establish a suitable market positioning, and completely plastic the corporate image, which has become the magic weapon for enterprises to win.
The food industry in Nanning has developed rapidly in recent years. Food factions with the theme of stylization, regionalism and fashion have appeared in Nanning market one after another, and most of them have achieved successful sales performance. This shows that consumers in Nanning have long loved and recognized food consumption.
Looking through the history of Nanning's food industry, we can see that Sichuan cuisine and Cantonese cuisine, as well as overseas food culture, western cuisine, Japanese cuisine, Korean cuisine, buffet and so on, which caused quite a stir in that year, have been successfully promoted in Nanning's food market. From these successful experiences, we can see that Nanning consumers do not reject the trendy food culture and distinctive consumption forms, but praise them greatly. This situation has greatly enhanced our advertising planning work and investors' confidence in sales performance.
as far as the merchants currently operating are concerned, most of the merchants in Nanning's food industry are operating with a single food faction as the theme, and their scale advantages and comprehensive advantages are not obvious. Among them, it is noteworthy that these types of businesses are small in scale, with obvious management advantages, and their style, grade and brand image are deeply rooted in the hearts of the people. Therefore, this content should be listed as a competitive point in this planning work.
Dajutong Food City will build an aircraft carrier of Guangxi catering industry, and will launch advertising and marketing work with scale advantages, geographical advantages and comprehensive advantages as its main selling points. Its opening is bound to set off a craze for food consumption. In order to quickly occupy the catering market in Nanning, improve the popularity of Dajutong Food City in Nanning catering industry, win the trust and recognition of consumers, and achieve the goal of long-term business prosperity. In order to achieve this goal, this plan is specially formulated for the reference of Dajutong Food City.
second, market research
the market research work of this planning case is divided into the following aspects: market background analysis, consumer psychology deconstruction, news hype success case analysis, market positioning, brand building and product route analysis.
1. Analysis of market background
This year, Nanning's construction, real estate, automobile and other industries all showed an optimistic development situation for investors. What makes investors in the catering industry even more excited is that the adverse effects of SARS ended earlier than expected. Various food factions have gathered, the food industry is bound to rise again, and the consumer market has the possibility and space to heat up. From the analysis of the current operating conditions of several leaders in the food industry, consumers' demand for the food industry is increasing, and it can be predicted that there is still considerable profit space for investing in the food industry, which undoubtedly enhances investors' investment confidence.
-a more comprehensive and large-scale food city will inject new vitality into Nanning's food industry.
2. Deconstruction of consumer psychology
Jia Le Di Brazil barbecue, Greenery Pavilion coffee, Little Sheep, Old Sichuan and rice source Japanese cuisine all meet the consumer psychology of Nanning consumers seeking benefits, freshness and enjoyment, thus obtaining gratifying sales performance. From these successful examples of market verification, we can make clear the main commercial promotion strategies and operational ideas of this planning work.
-to further satisfy the public's consumption psychology of seeking novelty, material benefits, taste and fashion.
3. Focus of news hype
In Nanning's food industry, brands that have achieved success through proper news hype, such as Sanpinwang, Macheliu Hot Pot City, and recently Little Sheep, Sunshine Breakfast, etc., there are countless examples of investors gaining commercial value in news hype.
-"sensational effect" and "topic effect" are already important ways in the process of commercial promotion, and also important guarantees for market recognition and sales performance.
4. Market positioning, brand building and product route
Further analyze the successful business planning cases of Nanning food industry. It is not difficult to find that food projects with strong cultural connotation, strong humanistic color and outstanding style characteristics are effective ways to succeed. Early successful examples, such as Louis XIII Western Restaurant, Beautiful China Ice City, Beauty Appointment, etc., and recent Greenery Cafe and Shangdao Coffee, etc., among which reasonable and clear market positioning, brand building and product line have become the key contents to be learned and considered in advertising planning.
-establish cultural connotation, humanistic theme and style characteristics.
5. Summary
Based on the analysis and guidance of the above successful experiences, it is not difficult for us to find that to enter the Nanning food industry, we should make a more detailed and practical advertising planning scheme mainly through meeting the consumption psychology of Nanning consumers seeking benefits and styles, through novel hype gimmicks and various activities that benefit consumers, plus layered consumption connotation, rich cultural color and clear market positioning.
To sum up, the focus of this planning work should be divided into the following aspects:
1. Further analyze consumer psychology.
2 the establishment of news hype scheme.
3 forms of organizational activities and specific implementation plans.
4 brand image setting.
5 target social effect.
6 consumer group positioning.
7 Seek more attractive cultural connotations.
8 establishment of enterprise CI.
9 Further explore the advantages and characteristics of Dajutong Food City.
1 what characteristics, emotions and ideas are given to Dajutong?
11 The ideological appeal and conceptual direction of soft-text hype.
12 determine a unified publicity image. (color matching and slogan of newspaper advertisements and outdoor advertisements)
13 Further analyze the current situation of competitors in order to obtain more favorable strategic points.
in order to formulate correct strategies and guide their implementation in a very short time, we must fully understand the brand market situation, and fully enter the local people's living conditions and blend into the lives of local consumers, so as to formulate strategies and implementation plans that are in line with their lifestyle and psychology.
therefore, this case thinks that the specific contents of the above work focus need further careful communication and cooperation with your company, and on the basis of more in-depth and objective market research and analysis, a more feasible and correct advertising planning scheme can be completed.
Third, the overall situation and competitive strategy of Dajutong Food City:
After years of development, Nanning's food industry has occupied an important position in Nanning's economic system, and the stage of cultivating the market has long passed. At present, investors are faced with a more mature and attractive food consumption market. From the analysis of the development situation of various industries in Nanning, the consumption power of consumers in Nanning has gradually increased, which has greatly increased the investment guarantee coefficient.
At present, the investment scale, investment location and business projects of Dajutong Food Plaza have been determined. It can be expected that the social effect and social influence achieved by Dajutong Food City after it is put into operation will have a far-reaching impact on the consumer industry in Nanning and even Guangxi.
It is urgent to further explore the advantages of Dajutong Food City and improve the promotion scheme.
Dajutong Food City is a super-large aerial food plaza in Guangxi at present. It is located on the eighth floor of the north building of Nanning Department Store, belonging to the center of Nanning, with superior geographical location, dense population and large passenger flow. Its business area is 5 square meters, with seafood city, leisure bar, performing arts cafe, Japanese cuisine, Korean barbecue and local snacks. Multi-level catering services can meet different consumer groups.
According to the investment scale of Dajutong Food City, look for the direction of speculation. The proposal of this case mainly focuses on the large scale, the complete variety of food and leisure, the revolutionary social effect of the food industry and the more open management mode and management concept.
according to the investment location, further tap the regional advantages. The geographical advantage of the food city is very obvious. It is located in the most frequent and intensive commercial activities in this city, relying on the current geographical advantage of people flow. However, McDonald's, which is located on the first floor and mainly engaged in western-style fast food, will form competition. Therefore, it is necessary to set up corporate style signs and advertising inkjet inside and outside the venue. In such an area with frequent consumer behaviors, we will further take advantage of consumers' high willingness to spend and launch preferential activities on the spot.
according to the characteristics of various foods in the food city. Combined with the concept of shopping center, this paper puts forward the concept of one-stop food city, makes full use of consumers' favorite shopping habits, and establishes Dajutong food plaza as the center of food culture gathering in consumers' minds through indirect soft publicity.
IV. Market prospect analysis:
Based on the above analysis of the advantages of Dajutong Food City, the consumer demand of food city can be roughly divided into the following categories:
1. General consumer psychological characteristics
(1) the psychology of seeking benefits. Most consumers pursue economic benefits and value for money, which are more influenced by price factors. Dajutong Food City is open to the public and will be accepted by consumers.
(2) the psychology of seeking comfort. Dajutong Food City has created a beautiful dining environment and high-level service for consumers. Make consumers feel at home.
(3) curiosity. This is particularly prominent among young consumers, who are attracted by various performing arts activities launched by Dajutong Food City.
(4) the psychology of seeking names. Dajutong Food City can also meet many consumers' demands for high quality, showing off and pursuing conspicuous consumption during banquets.
2. Social (public relations) consumer demand
The multi-level catering service and beautiful environment of Dajutong Food City provide a good place for this consumer group.
3. Leisure food demand
For Dajutong Food City, customers should pay special attention to novelty-seeking and novelty-tasting psychology in consumption. Performing arts café provides a good consumption environment for leisure people.
V. Suggestions on the planning scheme of the opening ceremony
According to the above market research and analysis, Dajutong Food City is a super-large and multi-level aerial food plaza in Guangxi, the opening activities focus on establishing a good reputation and reputation, and the direct purpose is to inform the society that Dajutong Food City will welcome customers with a brand-new image.
based on the purpose of reflecting the cultural taste of the food city and creating a cultural atmosphere, the theme of the opening activities can be set as: spreading food culture and showing the customs of Nanning people.
The specific proposal for opening activities is as follows:
1. Invite relevant government officials, social celebrities and media reporters from Nanning to participate in the opening ceremony.
2. from November 7 to November 14, an activity with the theme of "tasting Chinese and foreign food and listening to traditional folk songs" was launched.
3. Absorb mid-range consumer groups and open the market through word-of-mouth publicity.
Countermeasures: Dajutong Food City has launched the 8-1 yuan economic package.
4. Dajutong Food City shows its own advantages with excellent dishes and special services, creates brand-name services and guides consumers' consumption.
Countermeasures: 1. Carry out food festival activities, and consumers will select the best dishes, the best chefs and service stars.
2. The food city takes the lead and cooperates with government departments to select the top chefs in this industry, with the aim of improving the reputation of the food city.
5. Reflect the elegant cultural taste of Dajutong Food City, spread Guangxi culture and show local customs.
countermeasures: invite an art troupe to perform in the food city during the first week of opening.
6. Establish the social public welfare image of Dajutong Food City.
Countermeasures: 1. Donate or set up a foundation;
2. Sponsor the benefit performance of the art troupe.
7. cater to consumers' interests and be realistic.
countermeasures: the food city gives coupons or discounts, etc.
8. The opening ceremony of Dajutong Food City launched large-scale celebration preferential activities, creating a sensational effect.
9. Hanging banners and colorful flags set off the atmosphere of the opening ceremony.
1. Distribute publicity materials on the spot to introduce the food city in detail.
11. Seek image spokespersons to further hype.
VI. Suggestions on advertising strategies
1. Advertising objectives
(1) Inform Nanning Minda Jutong Food City of its opening.
(2) attract customers with new, exotic, special, different and comprehensive characteristics of food culture and leisure culture, and successfully explore multi-level and multi-directional markets.
(3) Promote the service features of the food city with rich Guangxi humanistic style, and cultivate the customer groups with a preference for a humanistic style.
(4) since its opening, a series of advertisements have been launched with the theme of "Greentown Style" respectively, and the brand-new cultural image of Dajutong Food City has been created through "Opening" and "Leisure Tea".
(5) Cooperate with a series of promotion and public relations activities to promote enterprise management.
2. Advertising target
(1) Business people. Almost all public money consumption and entertainment are related to it.
(2) urban white-collar workers. All leisure and cultural curiosity are based on him, and their interpersonal influence is also great.
(3) Nanning nationals or foreign offices and enterprises in Nanning. The creation of food culture in Dajutong Food City should rely on their participation.
(4) Mid-range consumers. They will become the leading force of food city consumption.
3. Focus of advertising appeal
According to the above-mentioned advertising objectives and the specific provisions of the advertising target, in the different stages from the opening of Dajutong Food City to the future, the advertising appeal should grasp the following key points in the pursuit of brand culture of "Greentown-style people gathering food":
(1) Dajutong Food City has a unique catering environment, strong atmosphere, inexpensive dishes, thoughtful, delicate and warm service.
(2) It is meaningful to meet friends and meet celebrities in Dajutong Food City.
(3) Nanning is rich in humanities, with simple folk customs, taking a rest, listening to music and enjoying tea, and having an exotic experience.
In the appeal, we should grasp the following key points for the brand image of Dajutong Food City:
(1) In terms of brand culture, Dajutong Food City "combines Chinese and foreign cuisines with Jutong cuisine".
(2) In terms of the style of dishes, Dajutong Food City is "one dish blindly, and all kinds of dishes are delicious".
(3) In terms of service style, Dajutong Food City is "bright and warm in memory".
It is suggested that "Jutong Cuisine, Infinite Feelings" should be the main slogan, and "Gathering Chinese and foreign cuisines in Jutong Cuisine" should be the sub-slogan. Under the condition that the theme remains unchanged, the subtitle of each advertisement should be specified separately.
4. Advertising performance strategy
Because this planning case is based on the long-term development of Dajutong Food City and focuses on the enrichment and promotion of corporate brand connotation, it strives to grasp the advertising appeal systematically, accurately and pertinently; However, in the implementation of advertising and the specific performance of advertising demands, it should be based on different stages and different objects.