Coffee shop marketing plan model (1)10: 00-13: 00 "I'll make my coffee" coffee making experience.
Order a cup of coffee you like, make your own coffee under the guidance of a barista, and feel the fun of coffee DIY in relaxed sofa music; All friends who come to the store for consumption during this period will have the opportunity to participate in the lucky draw of Diary Coffee Tour this summer. The prize is 390 yuan's Diary Coffee Experience Card, which contains all the classic, creative and handmade coffee products of Diary Cafe, so that you can experience a pleasant and rich coffee trip this summer. `
14:00- 17:00 this month, the flea market activities were carried out as scheduled.
Mark a price for the baby that has been idle for many years, wait for the buyer while drinking coffee, see if other people's babies have what you like, and feel the unique fun of the flea market;
Because of the celebration, friends who participated in the flea market this month have the opportunity to participate in the lucky draw, and the prize is "diary set meal for four" (including meals and drinks);
20:00-22:00 "Bring up your color" cocktail debugging experience
Do you want to try your sense of accomplishment in mixing colorful cocktails? Among several popular cocktails in the diary, you can choose two, make them yourself under the guidance of the clerk, show your favorite works to your friends, and enjoy them at the preferential price for the celebration;
Friends who participate in cocktail debugging experience activities also have the opportunity to participate in the lucky draw. The prize is a healthy and refreshing bottle of popular "devil lover" honey wine, which can be enjoyed in the store in August.
Participate in multiple activities and participate in multiple lottery activities; There will be a lucky draw at the end of each time period, and the results will be announced on the spot (if the winning friend has left, he will call me as soon as possible).
Membership card recharge preferential activities: on the first day of the new year, you can enjoy more preferential gifts when you recharge your membership card;
Friends, you can come to the store at any time according to your own time, share the happiness of the celebration with us, and take part in activities at the corresponding time to try your luck and see if you can win the prizes carefully prepared by us. Looking forward to meeting you on this special day:)
# # Model essay on ending the marketing planning scheme of coffee shop (II) I. Background analysis
1, product and service status analysis
The coffee shop takes all the students of Hubei Automobile Institute as customers. The product is single coffee and does not provide other drinks and other services. Of course, as a coffee shop, its service and mood are products that cannot be ignored or added products. Coffee shops offer many kinds of coffee drinks. Coffee is characterized by rich taste, and the sweetness and bitterness can be freely matched according to personal preferences. This makes products popular and universal. In addition, the coffee shop also offers a variety of fancy cakes.
The waiters in coffee shops are mostly students, and a large part of them are investors in this coffee shop. They basically have no special service training, but according to the current service situation, they can basically meet the needs of customers.
The price of coffee shop is 54. 8% of customers said it was acceptable. In addition, more than half of the customers indicated that they would pay for the extra special services. Only 7% of the students in Automobile College said that the price would not affect their choice of coffee varieties at all. (Affected by the survey conditions, only 30 automobile college students are selected as the survey objects for reference only. If you need detailed survey results, please expand the scope of the survey. )
2. The restaurant itself
Advantages:
★ Located in Hubei Automobile Institute, it has a relatively fixed source of tourists.
★ Quiet and elegant, convenient transportation and convenient parking.
★ Located in the bustling section of Jingshi Road, adjacent to the second canteen (one of the three canteens on campus).
★ The students who finished the class above are the axis, and the teacher-student base is large.
Disadvantages:
★ Not yet established a good brand image.
★ Weak service awareness.
★ The menu variety has no characteristics, and the taste needs to be improved.
★ The publicity of oneself is not in place, and the popularity is not enough.
3. Competitive situation analysis
At present, there are two external competitors of the coffee shop: the milk tea window in Taoyuan canteen and a milk tea shop on the side door of the school. But we don't regard these as potential competitors. Coffee shops do not regard coffee as a new product, but also operate cakes. The target customers are not only fans, but also teachers and classmates. Comparing the two competitors, we can see that the competitive goal of coffee shop is not to grab customers with another competitor, but how to better attract their potential customers. It should be noted that if you learn from your competitors to expand your products, there is no advantage for coffee shops and you are likely to occupy your own market space.
Analysis of competitors: A. Tea shops are mainly for low-end consumers, and most of them belong to this category. Although the environment around our school is poor, the tea shop is our most important competitor.
B, Taoyuan canteen milk tea window, mainly open during meals, milk tea price is very high, 1. 5 yuan/small to 6 yuan/big. Very competitive, but limited by time.
4. Analysis of consumer groups
★ Group characteristics: students-with a large base, without their own economic resources, but with certain consumption power; Young, fashionable, passionate and brave to accept new things; Love season, rich feelings, love face, more leisure time, more friends get together. Teachers-have high cultural literacy and certain economic ability. ★ Consumption motivation: leisure and entertainment, discussion, dating of friends and lovers, catering, and consumption psychology: elegant, comfortable, fashionable, convenient but not leisure and relaxing place.
5. Media analysis
Leaflets and brochures-distributed on campus, in front of canteens, posters and cafes.
Advantages: convenience, timeliness, strong guidance and low cost.
6. Consumer analysis
A. To outsiders, colleges and universities are places for intellectuals and cultural centers. Business people and tourists can bring the demand and consumption of coffee to school, which promotes the development of western food industry and drives the development of this industry.
B for people with special environmental needs, the environment of coffee shop is neither as lively as a Chinese restaurant nor as hurried as a fast food restaurant, which is very convenient for leisure or conversation. So many people regard the coffee shop as a place to discuss, exchange and communicate with friends, classmates and even customers. Others use coffee shops as places to think, be alone or deal with some work.
C, pursue fashion, because college students are young consumers who pursue fashion. They pursue taste and individuality, and their spending power is generally limited. Among them, dating is the most important.
Second, the marketing strategy
1, marketing target
★ The main goal of this plan is to make an overall plan for the coffee house on the basis of comprehensive analysis of the internal and external environment of the coffee house, so as to enhance the brand's popularity and reputation, further develop potential customers and maintain old customers, and at the same time improve the quality of restaurant products and services and increase benefits.
2, coffee shop positioning itself
★ Place a bookshelf in a proper position in the coffee shop, which is consistent with the decorative color of the restaurant.
★ Add a delicate small label on a coffee cup or other tableware with philosophical or interesting short sentences and poems printed on it.
★ Reflect elegance, and play/play light music in the coffee shop to adjust the atmosphere.
According to different consumer groups, we have made different marketing strategies.
★ Leaflet pages on campus
Color page specifications: design three-dimensional color pages, which are easy to place and can be reused for a long time, effectively saving investment costs.
Content: Publicize the service concept and characteristics of the coffee shop and introduce the new drinks of the season in the coffee shop.
★ Provide leisure bibliography.
Objective: To eliminate the waiting time when dating, browse magazines at will, and let consumers feel the meticulous service of the coffee shop.
Bibliographic content: a magazine that introduces western food culture, world geography and humanistic knowledge, leisure and entertainment, and some business information.
★ Give coupons:
Objective: To increase students' attention in a short time, stimulate students' desire to buy from the visual and price, and increase the number of passengers.
Content: Mainly promote the special packages or special foods of coffee shops, choose packages with outstanding visual image and easy to attract students, and impress the target audience visually and at the price.
★ Establish a membership system
Objective: Attracted by the preferential conditions of members, to lock in customers for a long time and stimulate consumption. Slightly reduce profits and substantially increase sales.
4, advertising strategy: advertising language-taste the bitter taste, leaving a sweet memory.
Third, the opportunity and marketing target analysis
1. Short-term goal analysis: The short-term goal of coffee shop marketing planning is to open up popularity and establish a good reputation among students. On the basis of a small increase in turnover, fully develop the potential market.
2. Long-term target analysis: On the basis of maintaining the growth of turnover, make full use of special services to establish a stable customer base among students. Cultivate and widely spread the corner coffee culture.
3. Publicity strategies for specific festivals: Lantern Festival, May Day, November Day, New Year's Day, etc. We can increase publicity for three target consumer groups and introduce special meals suitable for holiday atmosphere to attract customers.
Fourth, the improvement of interior design
1. Content: "Mini Cafe" is arranged in a rainbow shape with "Welcome!" It also includes elements such as patterns of coffee cups or western food utensils.
2. Open a couple's area: open a couple's area in the west of the coffee shop to make a small room.
3. Lighting improvement: Therefore, except for the lovers' area, we require the lighting to be liberated from the dark color, and the overall color of the coffee shop should be bright and comfortable, just like many big coffee shops.
Coffee shop marketing planning mode (3) 1, desk calendar:
Production strategy: select 12 classic dishes from cross-strait coffee and western food, design each dish in the middle of each month, and make corresponding discount activities, and deliver them all before New Year's Day. Consumers can enjoy some preferential policies, such as ordering piano music for free and discounting food consumption.
(Sample desk calendar, for reference only)
2.dm flyer page:
Production strategy: reflect the preferential measures of coffee shop's New Year's Day activities, such as giving coffee commemorative gifts and tasting some dishes for free, and distributing them in the form of newspaper clippings and on-site coffee tasting, so that consumers can feel the classics of coffee shop dishes.
3, piano music menu:
Production strategy: famous piano music at home and abroad, simple and fashionable. Consumers can listen to beautiful piano music while eating and tune their favorite music according to their own interests, so that pianists can play beautiful music.
Carla Orcruz
4, coffee tasting console:
Production strategy: pay attention to corporate image, corporate culture and corporate philosophy, which can attract consumers' attention in a wider range, with strong recognition and wide ratings. In addition, the simple classic stories of coffee shops have also won great recognition from consumers.
(sample of operation desk, for reference only)
5. Yi Labao:
Production strategy: Main content: Introduce the origin and enterprise concept of classic coffee in coffee shop. Put it in a conspicuous position on the second floor of the restaurant, with high communication frequency, which adds to the atmosphere of activities.
(Photo sample, for reference only)
Step 6 hang the flag
Main content: the theme slogan of the event is "Successful communication starts from the two sides of the strait"
Hanging on the roof of the restaurant on the second floor, with dense advertising information, wide audience and long memory time, it is the best choice for holding large-scale activities indoors.
(Photo sample, for reference only)
7, large food exhibition card:
Production strategy: stainless steel is adopted, which has the characteristics of strong stability, free replacement of advertising content and longest storage time. The main contents are: enterprise concept, the name and price of the classic signature dishes of the enterprise. Put it next to the stairs of the restaurant on the second floor so that consumers can choose their own dishes when they come up.
8. New Year's Day Pass (omitted)