Coffee planning 1 1. Origin:

Cross-Strait Coffee Shijiazhuang Store was established in xx 10. As a national famous brand chain store, Cross-Strait Coffee combines modern business multi-functional atmosphere, and is determined to achieve western food brand culture fashion with China characteristics and build a national business and leisure communication network.

According to the current situation, the cross-strait coffee shop in Shijiazhuang is not well implemented in the early stage of opening, resulting in less restaurant traffic, and its social influence and brand reputation cannot be reflected as a whole. As winter approaches, it is the hot stage of the catering market. Cross-strait coffee should do various activities as soon as possible to attract tourists, operate steadily before the Spring Festival, and achieve the goal of quick profit. After full market research, Jinxi Culture Communication Co., Ltd. planned the "Cross-Strait Coffee" Christmas event for cross-strait coffee with unique creativity and years of successful hotel operation experience. This event extended the publicity scope, intensified the publicity and carried out purposeful implementation strategies, laying a solid foundation for expanding the social visibility, brand reputation and consumer awareness of cross-strait coffee Shijiazhuang stores.

II. Activity Time: xx1February 10-XX1February 25th.

Third, the theme of the event: Successful communication begins on both sides of the strait.

Fourth, the organizational form:

Organizer: Cross-Strait Coffee Shijiazhuang Branch

Organizer: Jinxi Culture Communication Co., Ltd.

Five, the activity operability analysis:

Located at the intersection of Jianshe North Street and Guanghua Road, adjacent to the north of Mianyi Overpass, it forms a commercial flourishing circle in the northern part of the provincial capital together with the large public facilities such as Zhonghao Business Center, Donghai International Building, Renmin Pharmacy, Michaelis Furniture City, Huapu Supermarket and northland supermarket. The transportation location is superior and convenient, and there are no competitors within the regional radiation radius. Therefore, coffee on both sides of the strait has unique environmental advantages. On this basis, enterprises can use the surrounding favorable environment and facilities to carry out large-scale projects.

, purposeful publicity.

With the rapid development of southeast commercial economy, people focus on fixed areas, resulting in commercial saturation in a certain area. Although the overall situation is prosperous, enterprises have not gained real benefits because of the obvious fierce competition trend. The northern part bears the important responsibility of transmitting economic circulation, resulting in the complementary advantages of urban and rural areas, other provinces and local resources, and the mutual exchange of information, filling the gap of "coldness" in the northern market. Therefore, the implementation of cross-strait coffee Christmas activities has certain operability and enforceability. It can promote cross-strait coffee to take the road of multi-functional western food development in the new era, guide the healthy and harmonious development of catering industry, fully promote the development process of northern commerce, and create a new benchmark for northern catering market!

VI. Activities:

(1)

True feelings on both sides of the strait-free coffee tasting program

Time: xx years1February 10-1February 15 (you can choose the peak time of people flow by yourself).

Venue: Square in front of cross-strait coffee house

Content: From 15 to 19, the organizer will set up a console in front of the coffee shop on both sides of the Taiwan Strait (see figure), and the console will follow the theme and slogan of the coffee business image on both sides of the Taiwan Strait as a whole. The square was crowded with people, and many consumers rushed to taste the mellow coffee on both sides of the Taiwan Strait at the operation desk. Four hostesses (including costumes and wearing ribbons) were sent, with the words: (positive) Merry Christmas (negative). Successful communication began with the responsibility of both sides of the Taiwan Strait. Two people cooked coffee for consumers on the spot to tell them about the cultural history of coffee on both sides of the Taiwan Strait, and the other two distributed leaflets to consumers (one page mainly informed consumers that during Christmas, both sides of the Taiwan Strait).

Moral of the event: Christmas is the most important day in the West, and in recent years, it is also an important festival that urbanites are increasingly advocating in China. By tasting coffee for free, it shows that coffee from both sides of the strait has entered consumers at a close distance, and by expressing the brand's integrity and social effects with great affinity, consumers can be brought into the deep level of coffee from both sides of the strait, and a large number of image displays have played a very good role in promoting the smooth convening of the event.

Suggestion: Jinxi provides the design scheme of the image booth for the merchants, including the production, the design and production of the leaflet, and the merchants send the etiquette lady to do promotional activities. (TBD)

Coffee Planning Chapter 2 Activity Background: Romantic spring comes into our life, grass grows and warblers fly, and everything recovers. The cultural life on campus has entered a normal track. In order to fully activate the campus atmosphere and enrich the extracurricular life of the majority of students, polestar Music Club responded to the call of the majority of students and carefully planned this wonderful, unique and novel party.

Organizer: polestar Music Club

Sponsor:

Event name: "Coffee meets milk tea" masked theme party

Activity theme: coffee meets milk tea

Activity time: April 23rd, xx.

Venue: Everyone Ballroom

Purpose and significance of the activity: enrich campus cultural life, show college students' elegant demeanor and improve the influence of the community.

Activity content:

The first part (about 1 hour)

1.The host made a short speech and the dance officially started;

2. The opening performance of the Music Association group creates an atmosphere of ballroom dancing;

3. Invited by the members of the Music Association to drive others into the dance floor, everyone can dance waltz and cha cha freely (5~6 dances);

4. Street dance performance to create a disco atmosphere;

5. The performer drives others into the dance floor, and everyone dances freely (3~4 dances).

The second part (about 1 hour)

Ballroom dance and disco dance are alternately played (each interval 1~2 pieces of dance music), and classic program performances are interspersed among them.

The third part (about 1 hour)

1.Choose students to play games by drawing lots (numbers) (voluntary). The content of the game includes learning dance steps on the spot, dancing with misplaced music, etc.

2. The public selects the best dancer, the most in-dressed, the most energetic and other awards, and presents awards;

3. Boys and girls send small gifts to each other according to the same number;

4. You can take off your mask and continue the carnival. Let's dance with the rabbit.

Activities require

1.Clothing: It is suggested to dress up with unique personality to win the final prize of the dance. You can bring clothes to the scene for replacement. Participants can get masks or other decorations free of charge, with numbers.

2. Gifts: It is recommended to bring your own small New Year gifts (not necessary), such as greeting cards and bookmarks. Give it to an old friend or a new friend at the end of the dance. Set up small gift sales at the party promotion office and the entrance (you can find sponsors to provide them).

3. Food: Boys at the scene can get a cup of coffee for free, and girls can get a cup of milk tea for free. If you need another drink, you need to buy it from the service staff. Dim sum and fruit are limited.

Pre-preparation:

1. Sponsorship matters

2. Production and posting of publicity banners, leaflets and posters

3. Preparation of activity programs and games

Activity: 1. Band or dance opening

2. Audience's song-ordering session

3. Game: the audience and members form a group pk.

Step 4: dance session

Post-work:

1. Arrangement of activity photos and summaries

2. Writing of the propaganda draft

3. Feedback the audience's opinions

Activity budget: publicity banners, leaflets, posters, etc.: 300 yuan.

Stage layout: 150 yuan

Masks and atmosphere articles: 200 yuan.

Prize: 50 yuan.

Food, water, etc.: 200 yuan

Other unforeseen expenses: 100 yuan

Total: 1000 yuan

Polestar Music Club Planning Group

　xx.4. 14

Coffee Planning Chapter 3 I. Market Background

Drinking coffee is a fashion, and at the same time, drinking coffee has become a culture, a mood and a way of life. With the popularity of coffee culture, campus has become an important place for coffee culture to settle in. Coffee shop has become an important place for people to communicate with others and enjoy themselves. Its value lies in that it can provide consumers with high-level spiritual enjoyment. Coffee is not just a drink, but an atmosphere, culture and life pursuit. The development of economy and society must be mapped to the campus, and the consumption of coffee culture is promising in the campus market.

II. Market conditions

At present, there are many coffee shops around colleges and universities, aiming at the college market one after another. But at present, this market in our school is still blank, and the competitive pressure is small. How to win in the fierce competition by running a coffee shop that locates the college market needs to comprehensively consider all kinds of favorable and unfavorable factors, give full play to its own advantages and create differentiated value for customers, so as to cut off a piece of its own cake in the campus market. Colleges and universities are densely populated places, and at the same time, they have a relatively high level of knowledge and culture, accept more western ideas and lifestyles, and are easy to accept new things. They have a strong desire to pursue a higher-grade lifestyle, and some groups have higher consumption levels and more disposable income to buy non-daily necessities. Running a coffee shop on campus, on the one hand, can enrich the lives of teachers and students, on the other hand, it has great potential and great potential for operators.

3. In terms of style

Coffee house is a warm and romantic style, which provides customers with quality service and the best enjoyment. The consumer groups of coffee house are mainly students and staff of our school, but also residents of Yonggang Village, parents of students and visitors. The food in coffee house is initially positioned at the middle price level, because considering that the consumer groups are mainly students, the consumption consciousness is not strong, so we will consider the price comprehensively and introduce more drinks at the public price. With a certain amount of sales, we will gradually upgrade the style of the coffee house to the middle and high level, increase the high-style consumer products, and ensure the balance of the price, so as to meet the consumption needs of various grades as far as possible without reducing the style of the coffee house. The coffee house will be divided into some areas with couples' booths, where some romantic facilities and environments are provided, but the minimum consumption or the setting of packages will be carried out in this area to ensure the cost recovery.

IV. Product analysis

1. Of course, the product system is mainly coffee, and there can be a small amount of other drinks or even food. Some drinks can be mixed with coffee, which can meet the multi-level and multi-faceted needs of consumers on the one hand and better retain these customers on the other. The prices of various varieties of coffee products vary greatly, which can be dominated by middle and low grades, supplemented by a small amount of high-grade coffee, to meet the requirements of customers at all levels of consumption.

2. Price system: It should be slightly lower than off-campus coffee, because an important consumer group is students with limited economic income. The overall price system is dominated by middle and low grades, supplemented by high-grade prices. On the one hand, it can enhance the image, on the other hand, it can meet the needs of consumers. ◎ Mobile pricing: Some coffee varieties consumed by the public can adopt mobile pricing. For example, several kinds of coffee have preferential discounts every week, which can attract many people. ◎ Gift: For example, a series of promotional activities, price concessions and small gifts can be carried out for the couple market. ◎ Discount pricing: For example, when holidays come, or the consumption of employees and friends in the store, you can give a certain discount.

V. Publicity strategy

1. A cooperative relationship with the school's associations can greatly increase visibility and future publicity work.

As an important organization in colleges and universities, mass organizations have a great influence on every college student. It is also an excellent marketing channel. We can establish friendly relations with associations and take measures to encourage the consumption of associations. For example, the coffee shop has a special area for the community, and the informal activities of the community can be carried out by using the coffee shop. 2. Leaflets and posters: A certain amount of leaflets can be distributed in places with a large flow of people (such as the entrance of the canteen and the entrance of the library), a certain amount of leaflets can also be placed under the dormitory building, and a certain amount of beautifully made posters can be posted in communities and living areas.

3. active communication: We can organize some specific activities (such as salons, dances, English corners, etc.) to attract people's popularity and achieve the communication effect.

4 Weibo and radio advertisements: Make use of Weibo, which is used by many students, and publicize it through Fage.

5. Network promotion: In view of the fact that colleges and universities are quite crowded places, we can use the word-of-mouth communication of coffee consumers. For example, we can recruit more part-time waiters who flow in shifts and promote the network through everyone's contact radius.

6. Official communication: Make the official Weibo and WeChat of the coffee shop and publicize it on the Internet.

VI. Financial plan

1. Strict financial management is the means to realize profit and loss control through subject audit on "daily report" and "monthly report".

2. Daily income should be counted in time, and all ordering menus and receipts must be kept in duplicate for checking and recording.

3. All items in the store belong to the fixed assets in the store, and shall not be destroyed or taken away at will.

4. If after the monthly settlement, the income is higher than planned, the salary will be adjusted appropriately to arouse everyone's enthusiasm for work. If it is found that the property of our store is destroyed without reason at work, it will be deducted from the salary or bonus of the responsible person.

5. For the accounts, we should make daily accounts, monthly accounts, quarterly accounts and year-end general ledger, so that the profit and loss of our store can be seen at a glance on the books and avoid the blindness of management.

6. Financial management objectives: to maximize profits, maximize investment objectives and meet internal interests.

7. Break-even analysis When opening a coffee shop, the gross sales profit should be close to or slightly higher than the industry average. After knowing the average gross profit level of other cafes and estimating the variable costs and fixed costs of cafes, we can calculate the breakeven point and determine the turnover needed to achieve breakeven. The sales profit rate and return on investment of coffee shop can be roughly calculated, so as to determine the return on investment period. "Not only profit, but also service and questioning. "As practitioners, we hope that this coffee shop will become the ideal and belief of high-quality service and healthy development of the industry. We believe that only under a fair and rational management idea, unremitting persistence will result in a win-win situation that everyone hopes, thus promoting the formation and development of western restaurants in general.

VII. Business philosophy

Consumer groups have a high cultural quality and quality of life. Never let their cafes fall behind. They should always maintain an elegant style and keep up with the trend and the consumption habits and real needs of consumer groups. Your own coffee shop is to provide coffee for teachers and students in colleges and universities. You should have this awareness-always in tune with campus life.

Coffee planning article 4 Activity theme: I am single, I am happy.

Campaign slogan: Go to hell with Singles Day.

Purpose of the activity: to increase the turnover of the coffee shop and enhance its popularity.

Venue: lobby

Activity time: XX years 1 1 month 1 1 day.

Activity background: XX 1 1 month 1 1 day is a once-in-a-century Singles' Day, so this year's Singles' Day has attracted special attention. More and more bachelors in society can't think about their living conditions, because the coffee shop launched Singles' Day activities to meet their needs and avoid the next Singles' Day.

Activity content:

1. On the night of the event, two people, both men and women, pass, and one is free. Minimum consumption needs 150 yuan. The time is from 7: 00 to 23: 00 that day.

2, with the receipt of the bill, participate in the big turntable, (the prize design includes roses, dolls, beautiful small gifts)

Activity promotion:

1, one large poster at the gate on the first floor, three K-display stands in the store and four small elevator posters;

2. Three X-display stands 13 and three posters with different specifications from the market unit of the Planning Department.

Publicity content: (SMS, display frame, web page)

To hell with Singles Day, two men and women, one free of charge.

Act quickly and bid farewell to your singles in a coffee shop!

11.11Singles' Day, to find another "half" opportunity for single people!

Coffee Planning Chapter 5 I. Market Environment Analysis

(A) the external environment

1 With the development of economy, people's purchasing power has increased, and the consumption structure has also changed, from food, clothing, housing and transportation to eating, drinking and having fun, and the tertiary industry has ushered in great development of the times.

2. The state has increased its policy and economic support for small and micro enterprises and vigorously supported individual industrial and commercial households. In particular, increase support for college students to start their own businesses.

3. With the attack of Japanese dramas in the United States, South Korea and Japan, foreign products are deeply favored by consumers today, and people's consumption concepts and values have quietly changed. Enjoying the life of petty bourgeoisie has become the goal pursued by young people today.

4. The popularity of Internet technology has led to the fact that young people can't do anything without the Internet. Online shopping and take-out have become a major trend in today's consumption.

(2) Industry environment

1, coffee, cocoa and tea are also called the three major drinks in the world, and coffee is the first of the three major drinks. Besides oil, coffee is the second largest coffee trade in the world, with annual retail sales exceeding 70 billion dollars. At present, the global annual sales volume of coffee is about 1000 million tons. More than 70 countries around the world produce coffee with an annual output of 1 million. The domestic coffee market is growing at an annual rate of 15% -30, while the annual growth rate of world coffee consumption is only 2%. It shows that coffee is still in a rising stage in China and the market is still in an unsaturated state.

2. Although there are leading enterprises in the market, such as Nestle, Island, Yunnan Small Coffee, etc., and many overseas enterprises have entered the market, such as Starbucks and many well-known coffee enterprises in South Korea, the market development has not yet taken shape, and enterprises cannot be called complete competitors. For example, Starbucks and Nestle have different target customers because of their different positioning, and the interests of competitors are not very relevant. Therefore, the entry threshold of the coffee industry is still low, and the industry is still powerful and profitable.

3. The coffee market is diversified. According to its development trend, if you want to win in the coffee industry, you must have creative development, such as the elegant environment of coffee shops, the development of coffee minibuses, and the combination of coffee and takeaway.

4. As a coffee substitute, milk tea is deeply loved by consumers in China because of its mellow entrance, changeable taste and slightly cheaper price than coffee. And many tea shops develop coffee as a brand product chain.

5. With the rapid development of the coffee industry, coffee bean suppliers have mushroomed, providing multi-channel choices for coffee shops to select raw materials.

(3) Competitors

High-end petty bourgeoisie coffee shop: 40 yuan to 80 yuan

Fast food cafe: 10 yuan to 40 yuan.

Tea shop: 4 yuan to 15 yuan.

Coffee minibus: 10 yuan to 30 yuan.

The main competitors of take-away coffee shops are located in tea shops and coffee minibuses. Without the beautiful environment of high-end petty bourgeoisie coffee shops, fast-food coffee shops and physical chain stores everywhere, their competitors should be located in tea shops and coffee minibuses, and compete with competitors with their low prices and fast and convenient features.

Second, the target market positioning and analysis

Orientation: Students from Southwest Minzu University and Tangwai School.

Analysis: 1, with the invasion of Korean Wave, young people, especially college students and junior and senior high school students, are enthusiastic about Korean Fan, and coffee, as an accessory of Korean Wave, is increasingly accepted and loved by them.

2, coffee has a refreshing effect, and it is an artifact for students to refresh their minds when studying. According to its function, a bitter coffee can be specially introduced to meet the needs of consumers.

3. Because of its characteristics, hot coffee is more popular, especially in cold winter. Therefore, coffee take-out must ensure that coffee is delivered within ten minutes to ensure its freshness.

4. In the market of Southwest Minzu University and Tangwai, there are few coffee shops, and most students meet their coffee needs by buying bags of coffee and in tea shops, so this market segment is broad.

Third, brand design

Brand name: no coffee shop

Brand slogan: brave love

Brand logo:

Interpretation of brand name: Coffee without a store explains this form of coffee take-out on the other hand, and because coffee shops are the inherent thinking of China people, suddenly there is a store named Coffee without a store, which is lively and interesting and attracts consumers' interest. Use witty words to cater to the target consumers-the avant-garde and fashionable students' character. And the name of the store is simple and catchy, which meets the requirements of brand naming.

Interpretation of brand slogan: brave love. It is a propaganda language based on the psychology of target consumers, encouraging students to be brave and learn to love themselves. Accord with that realistic pursuit of consumers. Emotional, targeted and adaptable.

Interpretation of brand logo: The logo is basically a simple and generous circle and a supporting rectangle. Circle represents all-inclusive love, surround yourself and be brave with love. Choose to include the word COFFEE with a circle instead of a coffee cup to show the theme of coffee. From the side door, we belong to the coffee take-away industry. The coffee cup for take-away is two circles from the top, which happens to be the figure in the picture. The two figures above and below the COFFEE are simple and generous, giving people a feeling of vitality and youthful passion. The supporting rectangle says that there is no coffee shop, which shows that although we don't have a shop, we have real products with consumers, so we can still meet consumers when they need it, like the warmth of winter, and always give them supportive companionship. Moreover, Korean is arranged under the Chinese characters, which meets the needs of consumers to pursue the Korean wave and enhances the brand image. The whole logo of the brand logo is dominated by coffee, with dark coffee as the main color, and light coffee as the key color. The two colors reflect each other and highlight the theme together, giving people a strong coffee flavor and gentleness.

Fourth, product design

The product chain should grasp the consumer psychology of the target market and focus on the main function of coffee-refreshing and eliminating fatigue.

(1) Types of coffee

Latte-Latte, its main function is to relieve fatigue and sober up. Rich in protein. Taste: In contrast, milk tastes heavy.

Cappuccino-—Caoouccino, main function: appetizing and refreshing, no side effects. Taste: make coffee. The first sip of cappuccino will be bitter and sour. Its foam is like the frivolous life of young people. When the bubble goes out, it is a bit bitter. Dream and real life, and after the last sorrow and joy, the mellow life is intoxicating.

Italian concentration-—Espresso, function: promoting metabolism, eliminating fatigue, relieving alcoholism, preventing ultraviolet damage, rich in vitamin B, free fatty acids and tannic acid. And because it is rich, it will have side effects and easily cause myocardial hyperactivity, but the human body function of this content is acceptable and belongs to health, but it is not recommended to quote it under the age of 18. Therefore, for health reasons, each person is limited to one cup per day, and the total amount of coffee provided does not exceed five cups.

By considering all kinds of coffee, according to the consumption situation of the target market, four kinds of coffee are selected. The two flavors are mellow, and the two are rich. Although there are not many types, they are in line with the consumption situation. And there must be strict requirements for coffee, and the coffee production should be boiled and boiled, which is completely different from the tea shop's coffee production, and it is really good and cheap on the basis of parity. Earn less money and sell more coffee.