Interpretation of coffee culture, interpretation of modern life, reflecting the leisure and elegance

Second, the market positioning

Tone: Café for the leisure and elegance of the style to provide customers with high quality service, to give customers the feeling of warmth and relaxation, and strive to create an elegant, comfortable, casual consumer environment.

Target consumer groups: school leisure family and the pursuit of fashion trends of the young.

Three, market analysis

Coffee shop industry is a new leisure and entertainment industry, with the continuous improvement of people's living standards, consumer attitudes have gradually changed, the coffee shop has become an important part of people's daily lives in a casual meeting place, more and more favored by the majority of consumers, especially the young generation of new people for the coffee shop's obsession with the coffee shop, so that coffee shop industry The coffee shop industry has got a large enough space for upward development, and the market has great potential for development. Therefore, the opening of a coffee shop in the school has a certain potential, but there is also a certain risk.

First of all, as a young generation of new man of the new generation of college students on the coffee shop has a certain degree of favor, compared to other leisure gathering place, coffee shop from the level of consumption or environment are more suitable for college students.

Secondly, college students, compared to other members of the community, social and life circle is relatively narrow, the usual activities of the pastime selective is also smaller, therefore, the opening of the cafe in the school there will be more students are willing to choose to go to the cafe in the evening and on weekends to meet, recreation and so on.

However, because college students are still no income group, so the consumption ability is relatively low compared to the community, and, the cafe is located in the school, the customer base is relatively single, therefore, the opening of the cafe in the school must have a certain distinctive features in order to attract the attention of consumers.

Four. Management concept

1. Respect for the independent personality of the catering industry personnel.

2. May be appropriate to hire the school family conditions of the poorer students work-study, so that everyone can feel the warmth of the cafe back to the school.

3. To create a collective atmosphere: both strict discipline, but also humane care, so that employees feel the warmth from the collective, which is conducive to strengthening cohesion and improve work enthusiasm.

4. Fair treatment, equal treatment, each to the best of their ability, to play a talent

Fifth, product introduction

Specialized coffee-based, combined with Chinese and Western packages, fine snacks, bar drinks to meet consumer demand;

1. Coffee to mid-range coffee as the main focus, the introduction of exquisite fancy coffee, such as: Blue Mountain, Mannheimer's, Cappuccino, Irish Coffee and so on;

2. Meals to pastry-based, such as: cakes, cookies, muffins, etc., but also the appropriate introduction of some popular Chinese and Western set meals;

3. Drinks such as papaya milk, banana milk, Hong Kong-style milk tea, etc.;

4. According to the different seasons to formulate a number of cold drinks, hot beverages, freshly squeezed juices, salads, etc. .

Sixth, marketing strategy

1. brand strategy: the cafe is intended to create a warm and elegant environment, in the store and decorative aspects to have a certain artistry, to be different in style and other coffee shops in the community.

2. Price strategy:

1) the main low-grade price strategy, in the food "color", "aroma", "delicious", "service", etc. to strive for the best, and strive to give customers the best. Perfection, and strive to give customers the maximum enjoyment and psychological satisfaction;

2) for consumers to compare the price of psychological, the price should not be higher than the industry competitors.

3. Promotional strategy

(1) the cafe's promotional strategy should be in the school students and teachers, and teachers' families, etc. as the main consumer target to develop the corresponding promotional plan, in the promotional process, it should be highlighted in the cafe's unique style and price advantage;

(3) publicity to take the low-cost route, printing promotional materials, distributed in the school, and at the same time, using the school advertisements Publicity columns, the use of school Internet site information flow advantage of publicity and highlight the image.