The marketing plan of the newly-opened hot pot restaurant

The marketing plan of the newly-opened hot pot restaurant is full of competition in the workplace, and the first impression is very important in the workplace. Watching more videos of excellent interviews may bring some inspiration, and colleagues who are not easy to get along with will reduce their contact and look at the marketing plan of the newly-opened hot pot restaurant. Marketing planning scheme of newly-opened hot pot restaurant 1

I. Market analysis

As a popular folk food, chafing dish is popular all over the country. China's hot pot is colorful, with hundreds of pots and flavors.

There are many similarities between the north and south hot pots. Because Guangxi is close to Sichuan, it is almost the same as Sichuan's hot pot. It is famous for its spicy hot pot, but mutton shabu-shabu is the main thing in the north. Pure mutton shabu-shabu is almost not available in Nanning, so someone decided to create a hotpot restaurant in Nanning, which mainly focuses on mutton shabu-shabu.

in view of the current situation of Nanning hot pot market, how can we make a good marketing plan? In daily life, whether it is family dinner, friends gathering or business banquet, everyone prefers to eat hot pot. In this interactive mode, the atmosphere is active, and family, friendship and work can be better sublimated. Moreover, the current situation of Nanning hot pot market is still relatively traditional, and most of them are aimed at the "greedy for cheap" psychology of some consumers. The only high-grade * * * is expensive, so the mutton hotpot restaurant with high-grade restaurant atmosphere and acceptable price is what Nanning hot pot market lacks.

a market factor

1. The influence of economic development on hot pot includes the increase of consumers' demand for hot pot, the structural contradiction of existing hot pot restaurants of various grades, the great promotion of social development and national policies and measures for the development of catering industry, the change of objective environment and the chaos of consumption.

2. The influence of traditional factors on hot pot includes its historicity, universality, culture and uniqueness.

3. The influence of the surrounding environment on hot pot, including the policy environment, such as the public security situation in the starting place and the efficiency of the functional part; Basic measures, such as road traffic, parking location, water and electricity supply, communication network, procurement channels, consumer groups, finance, health, labor and other supporting measures closely related to business; Preferential measures, such as tax, various fees, housing costs, talent introduction and other aspects of whether there are preferential policies.

2 self-factors

4P analysis:

1. The product

features instant-boiled mutton, which is its advantage and also a signature food that should be mainly sold. In addition, all foods should focus on instant-boiled mutton, which is the direction that should be adhered to now and in the future, and others should undoubtedly focus on this.

2. Price

The tentative area of the store is * * * square meters, with two floors. Due to the size of the store and the consumption habits of Nanning people, the per capita consumption is set at 4-4 per person in 7 yuan. This price is completely acceptable to the average consumer. Therefore, compared with other large-scale shops, it obviously has a certain price advantage. We should seize this advantage and attract more middle and low-level consumers without reducing the quality of food and service.

3. Place

The address is located in Jiangbei Avenue, Nanning, which is a relatively prosperous street with a large passenger flow, especially on weekends and nights, and there are many consumers on this road. It is also close to some residential quarters, and its important geographical location and developed traffic environment around it can bring certain advantages to its operation, which is very conducive to promoting the culture of the enterprise and erecting a good reputation among the broad masses of the people.

4. Promotion

In order to establish a good image and a solid foundation of the enterprise in a short period of time, it is necessary to adopt certain promotion means, which is conducive to people's understanding; Therefore, at the beginning of the business, the promotion means is essential for the promotion of enterprises. Publicity is an indispensable means for enterprises to expand their popularity, especially at the beginning of business, enterprises must take this as the focus of marketing plan formulation, and other activities should be carried out centered on this.

II. Establishment of target consumer groups and psychological analysis of consumer groups

Eating hot pot is a favorite dining habit of most people in China, especially since the development of hot pot today, diversified characteristics have emerged from the variety, grade, scale, production, deployment and flavor of hot pot, which has led to the rapid development of various enterprises engaged in making and supplying hot pot consumption, and aroused great enthusiasm and interest of enterprises and operators engaged in and about to engage in hot pot industry. At the same time, the development of consumer groups has also developed from a single type to a multi-group, which has added vitality to the vigorous development of hot pot industry.

1. Analysis of clients:

(1) Occupational characteristics of consumers: The average students, migrant workers and ordinary wage earners have different consumption habits and grades from senior white-collar workers and public servants;

(2) The age characteristics of consumers: for example, the elderly prefer plain style, while the young prefer heavy and thick style, etc.

(3) Gender characteristics of consumers: Women and men often have certain differences in pot products, taste and dish types of hot pot;

(4) Regional and ethnic characteristics of consumers: People from different regions and ethnic groups have different requirements for hot pot products, which should be differentiated.

Of course, many chafing dishes have been improved and innovated, which are suitable for most people's tastes and have the characteristics of * * *. But the analysis of consumers is essential.

2. Analysis of customer consumption behavior:

Consumption is a comprehensive concept, which includes consumption level, consumption structure, consumption mode and consumption habits.

(1) There is a direct relationship between consumption level and customers' economic affordability, which reflects customers' ability to pay and their demand satisfaction, and directly shows that customers choose the grade and type of hot pot restaurants;

(2) The consumption structure is the proportion of customers' various consumption expenditures, and their expenditures are closely related to factors such as occupation, age, gender, region and nationality;

(3) The consumption modes include individuals, families, businesses, groups, etc. Different consumption modes have different grades and varieties;

(4) Consumption habits are reflected in the habits formed in dining environment, atmosphere, brand, flavor and economy.

analysis: customers pay great attention to the characteristics and nutrition of hot pot restaurants in the process of choosing hot pot restaurants, which requires us to highlight our own characteristics in the process of operating hot pot restaurants. The mutton from Inner Mongolia is delicious and nutritious.

3. Analysis of customer consumption characteristics:

(1) Uncertainty: most customers are active, and small departments are certain, so the location should be fair.

(2) Randomness: There are many customers and great differences, and they are selective in the consumption of hot pot. Therefore, it is necessary to grasp the development trend of hot pot, adjust the taste in time and improve the innovation.

(3) Flexibility: This is determined by successful brands, marked by the frequency of customers' dining and the rate of returning.

(4) guidance: adjusting business strategy and successful advertisement operation will all give some guidance to customers' consumption.

According to the above analysis, the target group is white-collar workers, senior business people and independent operators with independent consumption capacity.

Therefore, the brand positioning should be high, which can be applied to mutton hotpot restaurants for family, friends' gatherings and business banquets.

analysis of consumers' age levels (in 218, the population of Nanning was * * * million, including * * million in urban areas and 2.1 million in downtown areas):

A, 16-24 years old: middle school students, college students and newly graduated interns, who have independent money control and often get together at weekends

b. Transportation can afford to take a taxi or own a car, and they are all eating out before they get married

c, 31-4 years old: they are married and have a career, transportation can afford to take a taxi or own a car, and they don't often eat at home for work reasons

d, 41-55 years old: their careers are fixed, and most of them will take their families out to eat

III. Advertising orientation and creativity

2. Establish close customer relationship, and we can give small gifts to customers on birthdays, wedding anniversaries and other dates.

3. On holidays such as November or Mid-Autumn Festival, discount activities can be launched.

4. Invite some celebrities or government officials to visit, write inscriptions and take pictures.

5. Advocate healthy diet recipes.

6. Cooperate with local media on holidays and launch hot pot lectures, hot pot columns and hot pot recipes.

Second, creativity:

1. VIP strategy

Customers who have accumulated a certain amount of consumption can get a membership card, and then they can make some price discounts through the membership card in the future.

2, multi-product development strategy

Generally, eating too much hot pot makes you feel hot and dry, and it is easy to get angry. And with modern people's awareness of living standards, among family consumers, there are often elderly consumers over 6 years old, who should not eat too much greasy food; For young women who love beauty, it is not appropriate to eat too much spicy food. For this problem, targeted new product development should be carried out, such as refreshing and warming hot pot, health care hot pot, beauty detoxification hot pot and so on.

3. Combined sales strategy

A variety of dishes and pot bottoms are reasonably matched to form different hot pot packages, and each package is given a distinctive name, and the combined package is given a certain discount. So as to guide consumers to consume different dishes and new products, help consumers to make the best taste collocation and leave a better impression on customers. Marketing planning scheme of the newly-opened hotpot restaurant 2

1. Purpose

We already know the strategy of attacking competitors. By attacking competitive brands, we have a very good advantage in the newly-opened store. However, for competitors who have been operating successfully for a period of time, our previous attack cannot directly affect our turnover, so we need this supplementary scheme in order to seize and narrow the market of some competitors and achieve the purpose of attacking competitors.

2. Preparation before grabbing

Before any activity is carried out, a single store should make a preliminary survey of its competitors in the business circle, and separate the main competitors from the secondary competitors. The survey of the main competitors includes: decoration positioning grade, food price positioning, competing competitors' selling points, service quality, hygiene, operation process, turnover, attendance rate, advertising strategy, promotion strategy, etc. Based on the analysis of the results of such market surveys, we will formulate our robbing plan.

Third, because of different brands and regional differences, the headquarters only provides a few typical examples, and does not intend to make detailed implementation rules, focusing on spreading an idea, hoping that a single store will have its own detailed plans and strategies in implementation.

IV. Snatching strategies

I > The decoration orientation of a single store

1. The decoration style of a single store implements the headquarters standard, which not only has a distinct personality but also highlights the cultural atmosphere. (High-grade shops include plaques, poems, calligraphy and paintings, reliefs, etc.)

2. Decorative materials and construction techniques should not be too rough.

3. A single store with a large scale and high grade is relatively competitive. A VIP room can be set up in the private room of a single store (gold or silver utensils can be considered) to attract established customers, and at the same time, it can play an advertising role and create influence in the industry.

4. Single stores with an area of more than 8㎡ may consider adding a performance platform: ① Folk music performance (guzheng, dulcimer, erhu, etc.); (2) Fashion models perform and singers sing to increase the atmosphere and stabilize the tourists.

second > Price positioning

Price is the most sensitive adjustment lever. We should position the price according to our own situation. Our pricing standard does not refer to the secondary competitors, but mainly refers to the main competitors of the same grade. The price is slightly lower than this kind of competitors, and we must never be higher than the competitors or sell the main products at special prices, and (other price differences are basically the same) we are superior to the competitors in terms of services or preferential measures.

three > Analyze the advantages and disadvantages of competitors.

we analyze the advantages and disadvantages of competitors in the 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 it (the difference in price is our appeal point), so our detailed rules must find 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 whether there are 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 congratulatory gift; The ingenuity of small gifts, etc.

in order to make our single-store manager have a concept and implementation ideas, the following is a brief introduction of the theory of "quadrant analysis model", hoping that the theory conveyed by the headquarters can enlighten our single-store manager.

advantages of repair area advantages: (of high importance) are advantages of single store, which need 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 it needs to be repaired and improved.

Opportunity area: (low importance) The single store has a poor performance in this respect.

Consumers and competitors, including our single store, have ignored it. Our single store can tap this opportunity, understand the satisfaction of our customer base and attract potential customers.

maintenance area: (of low importance) the single store performs better in this respect, which is of little practical significance to the single store and does not require much effort.

four > Single-store publicity

The purpose of single-store publicity is to improve awareness and reputation, mainly through advertising, such as newspapers, television, radio, street signs, text messages and other advertising channels. Through public welfare activities, such as sponsorship, donations, condolences and other ways to improve the reputation of a single store. In addition, by improving customer satisfaction, we can also promote the brand of single store.

five > Looking for a selling point

The selling point is mainly to absorb the details of customers. If a certain selling point of a competitor has achieved great results, a single store should immediately make a preliminary imitation. If a competitor does not innovate immediately, his selling point will be diluted by us. At the same time, our single store will make some efforts in the way of price communication, but it will become a competition.