Catering marketing plan
Part 1: Catering Marketing Solutions
The content and structure of the planning book
Write the name of the plan as specifically as possible. Let's say you write a product promotion.
Planning book, if you only write "sales planning of new products" is not enough, you must clearly write "new products × × × in × × × × years × × months ~ × × months to the × × regional dealers Promotion planning." It is also possible to simply write the name as "promotional planning for new products ×××", while the subtitles are written as "targeting dealers in the district of XX~~×月××".
The name of the planner should indicate the unit, title, and name of the planner.
If it is a planning team, you should write the name of the group, the person in charge, and the name of the member. If there are outsiders to attend, please specify.
The planning year, month and day refer to the date when the planning book is completed. For convenience, it is generally based on the date of the review or the first three days of the review. If the completion date is far from the review date, you can write a ××××year××month×× day preparation, select a date close to the review date as the revision date, and indicate ××××year××月×× Day correction.
You can write the summary of the planning purpose and the content of the planning. For example, “For the planning theme, XX×~×× month will realize the sales promotion of ×××台, or ××××10,000. The main point of the planning content is to × The budget of ×××10,000 yuan is targeted at eight dealers in the region, and the sales competition between the dealers of the product is launched. The first store gives a bonus of XX yuan. In this way, it is possible to express the purpose and points of the plan in a few lines with great conciseness. When presenting the purpose and key points, the core idea of the plan or the uniqueness of the plan should be clearly written. For example, “the dealers compete in a round-robin manner and finally determine the championship based on the sales and effort factor”.
The detailed description of the planning content is the body part of the planning content. The way of expression should be simple and clear, so that the reviewer can easily understand it at a glance. In this part of the text, it is not limited to the use of words to express, you can also add photos, pictures, charts, etc., if necessary, the slides are also ready. In particular, we must fully consider the other party's understanding and habits, so that your planning can pass at a high probability.
Building a framework for marketing planning
Before writing the marketing plan, use the causal map to put together the concepts and frameworks planned on a piece of paper. A piece of paper is used to describe the overall concept of planning. The purpose is to clearly show the core issues, internal and external environmental factors, and ideas for solving problems.
1. When sorting out information and starting to write marketing plans, people often can't wait to write after collecting some scattered information. Even veterans of marketing planning sometimes make such mistakes. In fact, you should not be so anxious, it is essential to think carefully before writing. Therefore, when collecting data, it should be sorted and classified first, and then listed in the order of the marketing plan, and it is absolutely not allowed to stuff irrelevant information into the plan.
2. Layout design
If the layout design of the marketing plan is too fragmented, it will be unfavorable for the user to understand and read. Therefore, the symbols used in each part of the marketing plan should be unified. The specific matters to be noted are as follows:
Determining the layout of the university
· The position of the title of each page.
• Where is the text placed in the layout and where is the image placed?
· Determine the location and design of the page number.
· The design of the catalog should not be static and prevent stereotypes.
· Use charts, pictures, illustrations, graphs, and statistical charts, and pay attention to the text to increase readability.
· Increase the beauty of the layout by planning the recognition symbols on each page. Therefore, it is possible to add a uniform identification symbol or pattern to the title as a visual recognition of the content.
· The self-designed text element number will have an unexpected effect and should be applied appropriately.
· The title can be divided into the main title, subtitle, title explanation, etc. Through this concise text, the content and level of the planning book can be seen at a glance.
3. Contents of each unit of the marketing plan
Cover
The components of the cover should include the report object, file type, marketing plan name, subtitle, planner name and profile, department, secret level, filing date, number and total number of pages.
table of Contents
Do not omit the contents of the catalog page unless the number of pages in the plan is small. Because, through the catalog, readers can have a general understanding of the planning book. There should be a main title, subtitle, attached file or material in the directory, and the page number of the above content.
Foreword
When people get marketing plans, the first part to read is the preface except the list. If there is no sufficient explanation time at the planning proposal discussion, the key issues explained must be clearly stated in the preface. The specific content includes the purpose of the plan, the content of the plan book, the desired effect and related content, and the acknowledgement.
Planning summary
The summary generally clarifies the focus of all the contents of a marketing plan. If the boss who is planning the report is very busy, the number of pages should be controlled at about two or three pages. Explain each item with simple sentences. The specific components are roughly Have:
·motivation
·The need for goals and planning
·Scenario analysis
·Required resources
·Related auxiliary information
·Expected benefits
·Risk assessment
· Plan management in implementation
By writing a summary in accordance with the above, you can receive the effect of the key points. A concise summary can drive readers to read on. This method is often used in newspapers and magazines. After completing the above listed content, you can start writing the main content of the planning book. The main content consists of four parts: 1 [Why]: the background and motivation of the plan; 2 [Whal: planning goals, scope and scenario analysis; 3 [How]: program description, strategy formation, input of material and financial resources, expected benefits, Risk assessment; 4 [Action]: Management of the implementation plan. The four parts are detailed as follows:
Planned background, motivation
This part of the content should be based on the characteristics of the plan book, select the required content in the following items to focus on. These projects include: basic business profile, major shareholder and shareholding ratio, operating status; major product plant equipment and performance, major product sales methods, sales points and distribution, sales channels and major customers, financial status and financial analysis for the last three years , R&D capability performance, R&D department organization status, R&D team expertise, important research equipment, R&D achievements, awards and patents, management capabilities, marketing capabilities, corporate organizational structure, academic qualifications and experience of each department, etc. Environmental description, and related purposes, motivations, etc.
Planning objectives In the planning book, it is necessary to clearly plan the goals to be achieved or the priorities for improvement. For example, the sales plan for new products is: the sales of ××× Taiwan from January to March, or the sales target of ××××10,000 yuan.
The choice of goals must meet the requirements of SMART, namely importance, measurability, achievability, relevance and timeliness.
Situational analysis
When planning marketing, you should understand the environmental characteristics of the problem, such as taking into account the advantages, weaknesses, opportunities, threats and other factors of the internal environment. In the industry, we should understand the domestic market and the competition within the global market. In the analysis of external environment, we should do a good job of STEP analysis, that is, analysis of social and cultural factors, technological progress, economic conditions, political and regulatory factors. If you can fully understand the internal and external environmental situation, it will be of great benefit to you to analyze the problem.
The planning of the book is focused on the various factors of the above environmental analysis, the past and present situation is described in detail, and the plan is formulated through prediction of future conditions. If the surrounding environment is unclear, it should be supplemented by research, market and business environment analysis.
plan description
In the marketing plan, the strategy for solving problems and achieving goals should be clear at a glance. At the same time, the feasibility and cost-benefit of the program must be thoroughly evaluated, and the evaluation steps and methods used should be scientific and reasonable, and simple and easy to understand.
Use of resources, expected benefits and risk assessment
In the marketing plan, the manpower, material resources, financial resources and possible tangible and non-formal burdens required for the implementation of the plan should be evaluated. At the same time, it is necessary to assess when the plan generates revenue, how much revenue is generated, and how long the effective income period of the plan is. In addition, changes in the internal and external environment will inevitably bring some uncertainty to the implementation of the program, which is what we often say. Therefore, when the environment changes, there are contingency measures, and the probability of failure is caused. Whether the loss will endanger the survival of the company, etc., should also be explained in the planning book.
Implemented schedule
For each work item of the plan, the timetable for implementation is arranged in the order of implementation time. In this way, it is beneficial to check the timing of the plan. In addition, the organizational equipment, corresponding rights and responsibilities of personnel should also be clarified in this section. The strain program in execution should also be considered in this section.
Second, the preparation of marketing plan
Requirements for the preparation of catering marketing plan
A hotel marketing plan can have different forms according to the purpose of the plan book and for whom. Especially for different objects, the planning book should have different content. Under normal circumstances, according to the confidentiality of the plan book can be divided into internal planning book and external planning book.
1. Internal planning book
The internal planning book is top secret and can only be used by decision-makers at the top of the hotel. The form can be roughly the same as described in the previous chapter, but it should be detailed in the following seven countermeasures.
Plan interpersonal relationship strategies during execution;
Plan relevant organizational and group responses during the implementation process;
Plan financial countermeasures during the implementation process;
Plan obstacles in the implementation process and eliminate countermeasures;
Plan the implementation of the relationship to the mass media;
Government agency countermeasures related to planning and execution;
Legal issues related to planning execution.
External planning book
The external plan book is a non-top secret file for reference by the external participants of the plan. Attention should be paid when writing:
1. Grasp the confidential "degree", the core secrets of the plan cannot be disclosed in the external planning book, but the peripheral participants must be interested in the planning and clarify their responsibilities and action plans in this activity.
2. Stand on the other side's stand, and tone and ideas must satisfy the other party. Such as
· Proper use of honorific words to make the planners add a sense of intimacy to your plan;
· Logic is clear, written in an outline;
· Try to sort by item, focus on the arrangement;
· Do not use words that the planner does not understand;
· The part that requires special appeal should be discussed in depth.
3. With the attitude of “reciprocity”, point out the benefits and related benefits of the planning book to the planning recipient.
Marketing plan writing skills
1. In the official marketing plan, a summary and preface should be attached. It is best to use a generalized approach to the writing of the preface, such as using a flow chart or a system diagram.
2. Before writing the marketing plan, reflect the whole picture of the plan on a chart.
3. Clever use of various charts.
4. Appropriate evidence.
Proof or example can be either positive or negative. Of course, you can also choose some successful examples of foreign corporate marketing to support your own solutions.
5. Use numbers to illustrate the problem
Any economic activity should consider the quantitative relationship of the economy, such as sales, profit margins, market share, prices, etc. Therefore, in the marketing plan, we should pay attention to the use of numbers to illustrate the problem, and there should be a number of planning arrangements in marketing planning.
6. The system of planning books should be orderly, and the parts can also be expressed in a relatively easy way.
7. It is necessary to link up between the various parts of the plan.
8. Pay attention to the appeal of the book layout design.
Chapter 2: Catering Marketing Solutions
First, do a good job in the peak season and off-season marketing conversion. Don't be smug in the peak season of the Spring Festival, you may sing the empty city every day. Due to the traditional customs of China, as soon as the Spring Festival is approaching, the consumption power of the whole society will have a spurt in the short term. The restaurants of all sizes are almost full, and it is hard to say that it is because of how excellent your marketing work is. The real test of marketing effectiveness is also whether the off-season is plummeting, whether it can be operated continuously and steadily in a year, whether it enjoys high satisfaction and reputation among customers, and is not a leader in the peers. of.
The goals of successful restaurant marketing are very clear, the strategies are very clear, and they are all implemented step by step according to the plan. One key point is how to make the transition between the peak season and the off-season marketing strategy.
"The profit in the peak season, take the momentum in the off-season", this should be the core idea of restaurant marketing. To make a profit is to win the biggest sales and get the most benefit; to take advantage of it is to acquire the commanding heights and strive for valuable things, including business popularity, customer reputation, brand awareness, etc., to establish a long-term strategic advantage. The relationship between "potential" and "profit" is completely inseparable. Without the "temp" of the off-season as a foreshadowing, it is difficult to obtain the "profit" of the peak season; without the "profit" of the peak season, it is impossible to support the restaurant in the off-season. Go to get the "potential" you need. Often restaurants that do well in the off-season marketing work, they can make a lot of money in the busy season without having to invest too much in marketing costs. This is a matter of course.
In the off-season, the focus of marketing work can be summarized into three aspects:
1. Maintenance of old customers;
2. Development of new customers;
3. The shaping of the brand image. To do a good job in these three aspects, moderate marketing costs are indispensable, rather than blindly reducing the operating costs. At this stage, we should relatively despise the rate of return, and pay more attention to the attendance rate and customer satisfaction, and finally achieve the peak season profit and the annual income target.
Second, recognize the market changes, calmly respond to this need to make a correct judgment and analysis based on the market positioning of the restaurant, from the customer source composition, consumption motives, and the adjustment trend of the post-holiday catering market, and then put limited marketing resources into To the most effective target market.
For medium and high-end restaurants, the most important customer groups during the Spring Festival season are group consumption by the official, business and other social groups. During this period, many restaurants have been ignorant of the average individual. But after a period of Spring Festival, the source structure of the food and beverage market will change. Due to the concentrated assault consumption before the holiday, the enthusiasm of the group's consumption after the holiday will be reduced, and the frequency of consumption will be significantly reduced. The share of household consumption and individual consumption has risen. During the holiday season, the wedding banquets and the 100-day banquets, which are inundated in many banquets and celebration banquets, will become more prominent in the off-season and become one of the main sources of income for many restaurants. Another market, such as exhibitions and tourism teams, has almost stopped during the Spring Festival, but will become a non-negligible part of the food and beverage market after the holiday.
Third, grasp the small climax in the off-season In the off-season after the Spring Festival, there are also some small consumer hotspots, such as 3.8 Women's Day, many units will organize female employees to celebrate dinner, many female consumers will also enjoy food with friends . There will also be some different exhibition opportunities in various places. For example, the spring 2009 rum will be held in Chengdu in March. At that time, hundreds of thousands of merchants from all over the country and even abroad will gather in Rongcheng, and there will be many arrangements for welcoming. Reception banquet, in the short term will set off a big catering consumption boom. The restaurant should formulate a marketing plan as soon as possible, conduct marketing promotion work in an orderly manner, and strive to have a good harvest in these off-season climaxes.
Fourth, with the off-season marketing activities, to maintain a moderate advertising season, your ads will often be submerged in the ocean of advertising. In the off-season, moderate marketing activities with appropriate advertising will make your restaurant more conspicuous in the whole industry, the effect of brand promotion will be better, and the marketing effect will be better.
Fifth, cutting firewood and sharpening the two seasons in the off-season marketing work should be grasped by both hands, one hand to grasp the market, the so-called "cutting wood"; the other hand to practice internal strength, the so-called "knife." The main explanations in the previous section are some strategies for grasping the market. I have the following suggestions on practicing internal strength:
1. Summarize the gains and losses of the marketing work in the peak season, and constantly change the ideas and methods of sales;
2. Re-examine the follow-up marketing work plan that has been formulated, and make corrections and improvements;
3. Quality products and services are the best marketing, so in the off-season, when the business is not very busy, systematic service and production skills training will be carried out to continuously improve the service quality;
4. Eliminate unqualified marketing personnel, recruit new marketing personnel, and conduct comprehensive intensive training;
5. Review the past lack of brand display in the restaurant, enrich the brand connotation, and strive to create a high-quality brand image.
After the Spring Festival, the catering industry is in a downturn, so it is necessary to do a marketing management plan so that your company can win more benefits.
Chapter 3: Catering Marketing Solutions
First, lay a good foundation for business
The basis of restaurant management can be summarized as “one center” and “two basic points”.
1. “One center” for restaurant operations. The center of the restaurant business is the market and is the target customer. Restaurants must focus on the market, market-oriented, and work around the market. The market centered on the restaurant is to follow the market rules, do a good job in market research, understand market demand, and cannot rely on subjective speculation to operate. Instead, we must adjust the business strategy in a timely manner as the market changes, and carry out restaurant business activities with purpose.
2. "Two basic points" for restaurant management. There is no competition in the market economy all the time, and sometimes the competition is very cruel. In order to win in the fierce competition, the restaurant must first cultivate its internal strength and manage and coordinate all aspects of the company's internal work in order to enhance its operational strength and remain invincible in the unpredictable market. To do this, we must work hard to cultivate and create a high-quality workforce and establish a correct business philosophy. This is the two basic points of restaurant operation. The production and consumption of restaurant services occur at the same time, and the contact between the guests and the service providers is multi-faceted and extensive. Without first-class staff, there will be no first-class service; without satisfied employees, there will be no satisfied customers. Employees are the most valuable asset and resource of the restaurant. Cultivating and cultivating a team of employees with good quality, rich knowledge, skilled skills, normative etiquette, honest business ethics and enthusiasm for work is the most fundamental job of restaurant management. The restaurant is a traditional service industry, and the service is to be respected. Let the customers come to the restaurant to feel at home and satisfied. To achieve this, we must fully implement the "customer first" business philosophy in the restaurant, and establish a "customer satisfaction as the first responsibility" work philosophy, all-round customer care and service, from the ideological construction to lay a good business basis.
Second, the business must have innovative thinking. The more the society develops, the more the market is subdivided, the more professional the restaurant should be.
In recent years, the phenomenon that the restaurant products are similar, the same, and the one hundred stores are more prominent, which has caused the competition among restaurants to intensify, resulting in rising costs and reduced profits. The diversification of consumer demand requires that restaurant products must also be diversified. Restaurant hardware can't be compared to luxury, style, and grand, but should be based on the limited investment to try to design different styles, tastes, atmosphere and cultural characteristics. Restaurant software should also be "new three" on the basis of "aging". If the restaurant does not carry out such innovative work, it will be ruthlessly eliminated by the market. Restaurant innovation should be carried out in accordance with the requirements of customers, fully seek customer feedback, and listen to many aspects of the response. For the old customers, they should actively seek improvement suggestions, improve the work in time, so that the old customers continue to feel new services and new changes, and enhance their loyalty to the products. For new customers, it is necessary to strengthen the function of the restaurant, highlighting the difference between other restaurants. To retain customers, products must be changed, innovative, and breakthrough. If the restaurant is to show a difference, the easiest breakthrough is culture. The geographical characteristics of culture are particularly obvious. The majority of guests staying in the hotel are remote guests, and the higher the star rating, the farther the distance between the guest and the restaurant is, and the greater the cultural difference. The restaurant can highlight local characteristics in terms of house shape, interior decoration, service staff clothing, service form, food culture, background music, entertainment activities, etc., and attract customers to choose their own restaurant consumption. The restaurant provides a living service, and the general psychology of the guests is always seeking new, different, and changeable. It is often willing to accept the various cultures in different places. If you simply cater to your original lifestyle in the service, you may not be able to achieve the desired results. Because the guests come from all directions, the stylized model cannot accommodate all the guests, and sometimes the guests may feel that this kind of catering is a lame service. Of course, innovative services can't be imposed on people, they have to provide customers with a variety of choices, and respect the choice of guests, and do a personalized service.
Third, do a good job in the restaurant's internal marketing
The internal marketing of the restaurant is the promotion of all the staff inside the restaurant. This is the continuation and extension of the restaurant marketing, and is the best form of saving marketing costs.
First of all, the internal promotion is a promotion for the guests who have already stayed or the old customers. Stabilizing the existing customers is to stabilize the existing market share. Second, internal promotions do not require full-time staff and are easier and more convenient than external promotions. From the general manager to the waiter, from the front desk to the back office, everyone can participate, and all the staff in the restaurant are volunteer salesmen. As long as the enthusiasm and initiative of all employees are mobilized, and then some methods and techniques are properly mastered, the restaurant will form a strong internal marketing force. Second, internal promotions do not require special funding. It does not have special expenses like advertising, public relations, etc., but at the same time as completing its own work, it does not lose the opportunity to sell it to the guests just right, just more flexible methods, language skills and form changes. This is the lowest cost and the fastest way to promote. In addition, the internal promotion is not subject to any restrictions, and the promotion can be carried out anytime and anywhere during the service process, which is very convenient. Therefore, internal promotion is a very effective marketing. It is an extension of external promotions. The guarantee of the effectiveness of internal promotion is the quality of service. Only high-quality services will satisfy the guests, so that guests will be happy to accept the induction of internal promotions, willing to increase consumption and re-consumption. In addition, the establishment and improvement of a set of incentive internal promotion mechanism is a system guarantee for doing a good job of internal promotion and establishing a marketing awareness for all employees.
Article 4: Catering Marketing Solutions
I. Preface Due to the rapid growth of the "fast food" category and its impact, coupled with the fast food and beverage industry ranked as the second place in 14 strategic service industries, it has become the industry with the strongest competition in industrial marketing today.
Second, the market competition situation analysis In the market competition situation, the fast-food industry is divided into Chinese fast food and Western fast food by means of market segmentation. Chinese fast food is now represented by WA and CD, while Western fast food is McDonald's, KFC and pizza.
Western-style fast food is a business method introduced from abroad. McDonald's is the first fast-food chain to enter the Taiwan market. The growth of pizza is quite fast. Seven chain stores were opened within one year. KFC has a unique taste in fried chicken. It also has a unique market segment.
WA is the first chain store to demand Chinese fast food; CD is currently the largest number of fast food chain stores.
Third, the market positioning
· McDonald's market advantage lies in cleanliness, speed, quality, service and value.
· KFC's market advantage is the unique taste of the goods.
· The market advantage of pizza is the fast food partner of the whole family. Family members are the subject of appeal.
· WA's market advantage is traditional Chinese flavor, coupled with a clean dining environment.
· CD takes color management as the market advantage, and matches the products of small dish and beef noodle.
Fourth, marketing positioning strategy Marketing positioning strategy is an important key to the success of marketing. Since all marketing activities, including sales, advertising, promotion, pricing, merchandise life cycle, packaging, distribution and public relations, are based on market positioning.
The introduction of McDonald's into the operation of international chain enterprises presents a market trend of fierce competition. In this ever-changing market and fiercely competitive environment, only by establishing a strong marketing positioning strategy can we find a market gap for survival and development. .
The details are as follows:
According to market intelligence, according to market intelligence, the most commonly used market segmentation method for fast food industry is “demographic factors”. Other factors such as regional factors, customer psychological factors and customer consumption behavior factors are less. use.
In the demographic variables, "age" and "occupation" are most often used; Western fast food industry considers age as the market segmentation; Chinese fast food industry uses occupation as the market segmentation variable.
McDonald's has targeted young people as the main target market, while Pisa and KFC are mainly targeted at the consumer level of family members.
WA and CD are positioned at the market level of student and office workers.
Market positioning
McDonald's: Young and lively, I hope to provide a light dining environment.
· Pizza: With high quality and high price positioning, I hope that the impression that the product is better than the competitor is that the price is more expensive than the competitor.
· KFC: Positioned in the "consumption of family members", providing a family-style reunion dining atmosphere.
· CD: Positioned to emphasize the "quick and easy" dining environment for office workers.
·WA: Positioned in Chinese fast food and take-away lunch boxes, and in a fast self-selecting environment, through the combination of snack products, to meet the diverse needs of consumers.
From the above analysis, it can be seen that the practice of each chain store in the market positioning tends to shape the impression appeal of "attracting the target guests to the comfortable dining".
Among them, the Western-style industry's strategy is to inherit the original style of the authorized parent company, and the Chinese-style industry is actively shaping its own charm and unique style.
V. Marketing combination strategy Product positioning Western-style fast food industry, the focus of promotion is on the needs of children, on the one hand, hope to cultivate children's habits from snacks and snacks, on the other hand, hope to attract the whole family members through the promotion of children. All come to the store to receive a warm service.
The following is a new trend in marketing:
· Fast food operators will revise their marketing strategies in response to market reactions.
· In the past, the fast food market was dominated by the class and students. Today's fast food market has increased the vibrancy and enthusiasm of the market by adding many women and children, which gives operators more choices.
Therefore, the fast food industry has three main target markets:
The office worker market market member group market commodity strategy commodity strategy is based on the segmentation market selected by the marketing positioning strategy to provide goods that meet the needs of the market.
The catering industry belongs to the retail service industry. Therefore, when conducting product combination and product planning, the following factors are worth considering:
The intangible retail service industry in the retail service industry The inseparability of the retail service industry The decline in the retail service industry is a thorny problem that is extremely difficult to solve. Therefore, when formulating commodity strategies, they should be positioned with fast-food chained goods, which should include the following items:
·The supply of physical goods
·The shaping of the store atmosphere
·The planning of the moving line and the display of POP advertising
·Provided services and features
· Overall design and planning of the store. The above five items must be implemented by the store management system of planning-control-tracking-assessment. If this is the case, then the conditions and opportunities for competitive advantage can be achieved in the competitive market.
The pricing strategy pricing is the most sensitive and painful decision in the marketing strategy. On the one hand, the price determines the income of the enterprise, on the other hand, the price is the main weapon for the enterprise to stimulate performance in the market competition.
At present, the prices of fast food chain stores in the market are generally high, which is a well-known fact. However, according to market access data, important factors affecting commodity prices can be summarized as follows:
·Cost factor
·Competitor pricing
·Customer psychological price standard
·The company's marketing objectives
· The company's marketing profit and market share measurement is the pricing strategy for the Chinese fast food industry and the Western fast food industry:
Pricing strategy McDonald's feels value based on consumer perception of consumer value and price.
KFC is priced with reference to the price set by competitors for the purpose of market competition.
Pisa is priced with reference to the price set by competitors and customer feedback, with the aim of market penetration and competitive advantage. The WA reaction cost plus the fixed profit is priced, and the cost is added as a standard.
The CD is based on the principle that the price of the closing price is not zero or an integer, such as 3.8 yuan, 4.5 yuan, the purpose of which is to penetrate the market and stimulate market share.
It can be seen from the above that the pricing strategy of Chinese fast food operators is mostly based on the principle of cost plus, while the Western fast food industry mostly targets the competition with price competition and penetration market.
In addition, the most groundbreaking pricing marketing has recently been adopted by fast food operators:
· Popularized popular prices, allowing more consumers to enjoy goods as the main pricing target, which is conducive to market expansion.
· Determine the selling price first, and then plan the product combination based on this price.
· Personnel fees and materials fees are the core of cost. Therefore, the pursuit of planning economy and the large number of employees with poor employees are important ways to reduce costs. The employment of hourly and part-time employees is the market trend and management policy of the fast food industry.
Pathway strategy Because the fast food industry is a chain business model of positioning business circles, production, logistics, distribution and sales almost coincidently. At the same time, commodities cannot be stored for too long. Therefore, it is necessary to use multi-point distributed diffusion marketing to form a surface. Market attacks to achieve the purpose of capturing the market.
Therefore, moving towards chain operation, the multi-store chain business district spread to multiple markets, which is the key to business success.
The environmental strategy and access strategy of fast food chain stores are as follows:
Environmental Strategy McDonald's · Population and opening locations are dominated by the market of living people · Focus on regional distribution and logistics distribution issues KFC · Population structure and density · Business characteristics
WA · Areas with a large population
·Regional market development
·Traffic fast food
·Consumption characteristics
CD ·Understand the characteristics of the lot
·Crowded areas
·community
·Consumption level near the business circle
QZZ · store size and seat design
·People concentration area
· Market vacuum zone is the key channel for future development. McDonald's gradually develops to the south central and develops stores suitable for various business districts and site conditions.
KFC's comprehensive development is currently targeting Taipei City as its main target market.
ZHG takes the market quickly by opening a store, getting closer to McDonald's and positioning itself as a market follower.
WA increases the combat power of the hotel with the business model of the compound store, and opens the store channel with the commercial area and office area as the main.
CD pursuers popularize the consumption pattern to replace roadside stalls.
In summary, the path strategy of fast food chain stores can be sorted and summarized into the following types:
Take the chain operation and multi-sites to capture the target market.
The chain operation is dominated by self-operated chain and authorized operation; the authorized operation is the business strategy and store brand purchased abroad, which is the characteristic of the western fast food industry, and the Chinese fast food business operators are still mainly self-operated chains.
Take the big city as the first target market, and then stand firm in the south and south.
The logistics route, the length of the route is an important factor that must be considered in the early market entry.
Western-style fast food operators have a tendency to open stores to create a bigger market, and development to the suburbs is a future goal.
The crowd is the money tide. This is the main consideration for fast food operators to choose the location of the store. The structure of the crowd is the focus of attention. The characteristics of the crowd can be divided into:
·Mobile population
·Local resident population
·Entertainment population
·Working population
· The shopping environment has different functions and functions. The environmental characteristics are the focus that operators must pay attention to. The business environment can be divided into:
·Business district
·Residential area
·Office business district
·Entertainment area
·Academic area
· The consumption level of the crowds in the comprehensive business district of various functional groups is an important factor affecting the opening of stores.
The development of composite stores can create greater turnover and operating profit.
Promotion strategy In the marketing strategy of the retail service industry, the establishment of corporate image and the popularity of popularity are very important.
In addition to the feelings that consumers bring to consumers through the products provided by the operators, advertising and promotion activities are important strategies for operators to strive for consumer perception and impression.
Therefore, the practical application of advertising strategies and promotional strategies, and the establishment of appropriate advertising and promotional messages to build a close relationship with consumers, is the main topic of the promotion strategy.
The promotion strategy of the fast food industry is as follows: the promotion strategy of fast food chain stores, TV advertising, McDonald's, driving fanaticism
· Put a lot of TV advertising
· Intensive and strong KFC is more conservative, not afraid to over-stretch TV ads
· Focus on the shaping of corporate image
CD · More conservative, do not dare to beat TV ads too much
·著重企業廣告
WA ·只做企業形象廣告
·打折
ZHG ·尚未運用促銷活動麥當勞·合作促銷生日餐會
·贊助回饋社會活動肯德基·打折
·贈送禮品
·運用DM
CD ·贈送禮品
·舉辦促銷活動
WA ·打折
·贈送小禮品
ZHG ·贈送禮品
·舉辦抽獎郊遊活動公共報導麥當勞·利用機會製造新聞事件
·各種活動吸引各媒體注意肯德基·利用機會製造新聞、事件
·各種活動吸引各媒體注意
CD ·尚未運用
WA ·尚未運用
QHG ·尚未運用實戰策略麥當勞·運用話題性的訊息
·傳播塑造精神人物或偶像肯德基·以地區性市場之推廣為主
·走市場機會者之定位策略
CD ·以地區性市場之推廣為主
·走市場機會者之定位策略
WA ·利用口碑宣傳
·配合節慶假日促銷
QHG ·以地區性市場之推廣為主綜觀以上所述，快餐業的推廣策略可由下列各項重點落實執行：
廣告策略的套用可分為三階段執行：
A建立企業知名度，告知消費者企業的性質及所提供的產品與提供何種特色的服務。
B強化企業形象，增加消費者由認知、肯定到指名購買。
C針對單項商品或新商品來加強廣告與促銷活動。
企業形象的塑造是經營快餐業的行銷目標。
西式快餐業共同的特色，即是企業代表人物為連鎖店之POP造型，例如麥當勞為麥當勞叔叔造型，肯德基為肯德基上校造型。其主要目的為藉此增加企業對市場顧客的親和力。
口碑宣傳及耳語運動是極重要的溝通方式。此外，加強服務、維持良好品質都是必須落實執行的事項。
促銷活動最常使用的方式是贈品與贈獎，舉凡贈送小禮物、集點券、贈獎券等都非常流行與有效。
與其他企業合作做聯合廣告也是很有效果的方式。例如麥當勞與俏麗洗髮精的聯合廣告即很成功。
社會愛心回饋活動、寫作比賽、親子活動、快樂家庭等顧客參與性的宣傳與促銷活動漸被快餐經營者所採用。
連鎖店整體企業形象的塑造與提升，必須藉公益性活動、體育贊助活動以及捐血活動等慈善活動達成。
運用新聞性、話題性的訊息來做"議論紛紛"的宣傳，可吸引大眾傳播媒體的注意與免費的宣傳報導。
由各家分店的小商圈行銷策略中，可做定點行銷與廣告表現的模範。同時，針對各商店附近的商圈特性、人潮特性加強促銷與推廣的整體活動。
篇五：餐飲行銷方案
一、前言中國辛勤的勞動人民，在數千年的飲食文化的探索和發展中，逐漸形成了風格各異的粵、魯、湘、 川等個大菜系和具有屬地方特色的食品。北京烤鴨，是北京名食，它以色澤紅艷，肉質細嫩，味道醇厚，肥而不膩的特色，被譽為“天下美味”而馳名中外。鴨王烤鴨是現代烤鴨師秉承傳統烤鴨工藝研發出的新派烤鴨，烤鴨表面色澤金黃油亮，外酥香而里肉嫩，別有一種特殊的鮮美味道，是烤鴨中的極品。
當今的宣化餐飲業，發展趨勢可概括為：發展十分迅速，規模不斷擴大，市場不斷繁榮。然而，繁榮的同時意味著競爭的加劇，總有餐飲店鋪倒下，又有新的店鋪站起來， 但總有少數幾家在大浪淘沙中站穩腳跟並不斷發展壯大。作為北京新派烤鴨在宣化餐飲業的代表，“鴨王烤鴨”應成為響噹噹的招牌。
二、市場/企業分析宣化餐飲市場同樣存在著激烈的競爭，各式各樣的大小酒店、飯店，爭奪著宣化有限的餐飲資源，衝擊著食客的味覺、視覺。
一個酒店要獲得成功，必須具備以下條件：、擁有自己的特色；、全面的管理；、足夠的市場運營資金；、創新，不斷推陳出新。這些條件缺一不可，否則，就是曇花一現。這也是許多酒店、餐館風光開業又迅速消失的原因所在。
東方鴨王酒樓，是在原東方美食苑的基礎上新生的飯店。東方洗浴、東方美食苑經過多年的宣傳與運營，已在張、宣地區有了一定的知名度，在宣化更是家喻戶曉。如能利用“東方”在宣化的知名度延續宣傳東方鴨王酒樓，提高菜品質量，加強人員培訓、管理，定能成為宣化餐飲界的後起之秀。
三、行銷策劃餐飲服務的目的是讓顧客滿意，只有顧客滿意了，酒店才能獲得利潤；要做好優質的服務，離不開企業內部員工的努力；內部員工行銷的成功又以全面的管理、有效的激勵機制和良好的企業文化氛圍為基礎。
鴨王酒樓開業兩月，現正在舉辦“回報消費者關愛”優惠活動。藉此機會，應以顧客滿意行銷、內部員工行銷和文化行銷三者結合，作為本次活動的重點進行。
1、本次活動的目的：增加“東方鴨王酒樓”品牌的影響力，提升知名度和美譽度；提升“東方”形象，增強競爭力；加強員工的企業忠誠度和向心力；提高員工服務意識、工作積極性；進一步提升“東方”的企業文化；提升銷售額，增加利潤；為下一步更好的發展打下良好的基礎。
The content and structure of the planning book
Write the name of the plan as specifically as possible. Let's say you write a product promotion.
Planning book, if you only write "sales planning of new products" is not enough, you must clearly write "new products × × × in × × × × years × × months ~ × × months to the × × regional dealers Promotion planning." It is also possible to simply write the name as "promotional planning for new products ×××", while the subtitles are written as "targeting dealers in the district of XX~~×月××".
The name of the planner should indicate the unit, title, and name of the planner.
If it is a planning team, you should write the name of the group, the person in charge, and the name of the member. If there are outsiders to attend, please specify.
The planning year, month and day refer to the date when the planning book is completed. For convenience, it is generally based on the date of the review or the first three days of the review. If the completion date is far from the review date, you can write a ××××year××month×× day preparation, select a date close to the review date as the revision date, and indicate ××××year××月×× Day correction.
You can write the summary of the planning purpose and the content of the planning. For example, “For the planning theme, XX×~×× month will realize the sales promotion of ×××台, or ××××10,000. The main point of the planning content is to × The budget of ×××10,000 yuan is targeted at eight dealers in the region, and the sales competition between the dealers of the product is launched. The first store gives a bonus of XX yuan. In this way, it is possible to express the purpose and points of the plan in a few lines with great conciseness. When presenting the purpose and key points, the core idea of the plan or the uniqueness of the plan should be clearly written. For example, “the dealers compete in a round-robin manner and finally determine the championship based on the sales and effort factor”.
The detailed description of the planning content is the body part of the planning content. The way of expression should be simple and clear, so that the reviewer can easily understand it at a glance. In this part of the text, it is not limited to the use of words to express, you can also add photos, pictures, charts, etc., if necessary, the slides are also ready. In particular, we must fully consider the other party's understanding and habits, so that your planning can pass at a high probability.
Building a framework for marketing planning
Before writing the marketing plan, use the causal map to put together the concepts and frameworks planned on a piece of paper. A piece of paper is used to describe the overall concept of planning. The purpose is to clearly show the core issues, internal and external environmental factors, and ideas for solving problems.
1. When sorting out information and starting to write marketing plans, people often can't wait to write after collecting some scattered information. Even veterans of marketing planning sometimes make such mistakes. In fact, you should not be so anxious, it is essential to think carefully before writing. Therefore, when collecting data, it should be sorted and classified first, and then listed in the order of the marketing plan, and it is absolutely not allowed to stuff irrelevant information into the plan.
2. Layout design
If the layout design of the marketing plan is too fragmented, it will be unfavorable for the user to understand and read. Therefore, the symbols used in each part of the marketing plan should be unified. The specific matters to be noted are as follows:
Determining the layout of the university
· The position of the title of each page.
• Where is the text placed in the layout and where is the image placed?
· Determine the location and design of the page number.
· The design of the catalog should not be static and prevent stereotypes.
· Use charts, pictures, illustrations, graphs, and statistical charts, and pay attention to the text to increase readability.
· Increase the beauty of the layout by planning the recognition symbols on each page. Therefore, it is possible to add a uniform identification symbol or pattern to the title as a visual recognition of the content.
· The self-designed text element number will have an unexpected effect and should be applied appropriately.
· The title can be divided into the main title, subtitle, title explanation, etc. Through this concise text, the content and level of the planning book can be seen at a glance.
3. Contents of each unit of the marketing plan
Cover
The components of the cover should include the report object, file type, marketing plan name, subtitle, planner name and profile, department, secret level, filing date, number and total number of pages.
table of Contents
Do not omit the contents of the catalog page unless the number of pages in the plan is small. Because, through the catalog, readers can have a general understanding of the planning book. There should be a main title, subtitle, attached file or material in the directory, and the page number of the above content.
Foreword
When people get marketing plans, the first part to read is the preface except the list. If there is no sufficient explanation time at the planning proposal discussion, the key issues explained must be clearly stated in the preface. The specific content includes the purpose of the plan, the content of the plan book, the desired effect and related content, and the acknowledgement.
Planning summary
The summary generally clarifies the focus of all the contents of a marketing plan. If the boss who is planning the report is very busy, the number of pages should be controlled at about two or three pages. Explain each item with simple sentences. The specific components are roughly Have:
·motivation
·The need for goals and planning
·Scenario analysis
·Required resources
·Related auxiliary information
·Expected benefits
·Risk assessment
· Plan management in implementation
By writing a summary in accordance with the above, you can receive the effect of the key points. A concise summary can drive readers to read on. This method is often used in newspapers and magazines. After completing the above listed content, you can start writing the main content of the planning book. The main content consists of four parts: 1 [Why]: the background and motivation of the plan; 2 [Whal: planning goals, scope and scenario analysis; 3 [How]: program description, strategy formation, input of material and financial resources, expected benefits, Risk assessment; 4 [Action]: Management of the implementation plan. The four parts are detailed as follows:
Planned background, motivation
This part of the content should be based on the characteristics of the plan book, select the required content in the following items to focus on. These projects include: basic business profile, major shareholder and shareholding ratio, operating status; major product plant equipment and performance, major product sales methods, sales points and distribution, sales channels and major customers, financial status and financial analysis for the last three years , R&D capability performance, R&D department organization status, R&D team expertise, important research equipment, R&D achievements, awards and patents, management capabilities, marketing capabilities, corporate organizational structure, academic qualifications and experience of each department, etc. Environmental description, and related purposes, motivations, etc.
Planning objectives In the planning book, it is necessary to clearly plan the goals to be achieved or the priorities for improvement. For example, the sales plan for new products is: the sales of ××× Taiwan from January to March, or the sales target of ××××10,000 yuan.
The choice of goals must meet the requirements of SMART, namely importance, measurability, achievability, relevance and timeliness.
Situational analysis
When planning marketing, you should understand the environmental characteristics of the problem, such as taking into account the advantages, weaknesses, opportunities, threats and other factors of the internal environment. In the industry, we should understand the domestic market and the competition within the global market. In the analysis of external environment, we should do a good job of STEP analysis, that is, analysis of social and cultural factors, technological progress, economic conditions, political and regulatory factors. If you can fully understand the internal and external environmental situation, it will be of great benefit to you to analyze the problem.
The planning of the book is focused on the various factors of the above environmental analysis, the past and present situation is described in detail, and the plan is formulated through prediction of future conditions. If the surrounding environment is unclear, it should be supplemented by research, market and business environment analysis.
plan description
In the marketing plan, the strategy for solving problems and achieving goals should be clear at a glance. At the same time, the feasibility and cost-benefit of the program must be thoroughly evaluated, and the evaluation steps and methods used should be scientific and reasonable, and simple and easy to understand.
Use of resources, expected benefits and risk assessment
In the marketing plan, the manpower, material resources, financial resources and possible tangible and non-formal burdens required for the implementation of the plan should be evaluated. At the same time, it is necessary to assess when the plan generates revenue, how much revenue is generated, and how long the effective income period of the plan is. In addition, changes in the internal and external environment will inevitably bring some uncertainty to the implementation of the program, which is what we often say. Therefore, when the environment changes, there are contingency measures, and the probability of failure is caused. Whether the loss will endanger the survival of the company, etc., should also be explained in the planning book.
Implemented schedule
For each work item of the plan, the timetable for implementation is arranged in the order of implementation time. In this way, it is beneficial to check the timing of the plan. In addition, the organizational equipment, corresponding rights and responsibilities of personnel should also be clarified in this section. The strain program in execution should also be considered in this section.
Second, the preparation of marketing plan
Requirements for the preparation of catering marketing plan
A hotel marketing plan can have different forms according to the purpose of the plan book and for whom. Especially for different objects, the planning book should have different content. Under normal circumstances, according to the confidentiality of the plan book can be divided into internal planning book and external planning book.
1. Internal planning book
The internal planning book is top secret and can only be used by decision-makers at the top of the hotel. The form can be roughly the same as described in the previous chapter, but it should be detailed in the following seven countermeasures.
Plan interpersonal relationship strategies during execution;
Plan relevant organizational and group responses during the implementation process;
Plan financial countermeasures during the implementation process;
Plan obstacles in the implementation process and eliminate countermeasures;
Plan the implementation of the relationship to the mass media;
Government agency countermeasures related to planning and execution;
Legal issues related to planning execution.
External planning book
The external plan book is a non-top secret file for reference by the external participants of the plan. Attention should be paid when writing:
1. Grasp the confidential "degree", the core secrets of the plan cannot be disclosed in the external planning book, but the peripheral participants must be interested in the planning and clarify their responsibilities and action plans in this activity.
2. Stand on the other side's stand, and tone and ideas must satisfy the other party. Such as
· Proper use of honorific words to make the planners add a sense of intimacy to your plan;
· Logic is clear, written in an outline;
· Try to sort by item, focus on the arrangement;
· Do not use words that the planner does not understand;
· The part that requires special appeal should be discussed in depth.
3. With the attitude of “reciprocity”, point out the benefits and related benefits of the planning book to the planning recipient.
Marketing plan writing skills
1. In the official marketing plan, a summary and preface should be attached. It is best to use a generalized approach to the writing of the preface, such as using a flow chart or a system diagram.
2. Before writing the marketing plan, reflect the whole picture of the plan on a chart.
3. Clever use of various charts.
4. Appropriate evidence.
Proof or example can be either positive or negative. Of course, you can also choose some successful examples of foreign corporate marketing to support your own solutions.
5. Use numbers to illustrate the problem
Any economic activity should consider the quantitative relationship of the economy, such as sales, profit margins, market share, prices, etc. Therefore, in the marketing plan, we should pay attention to the use of numbers to illustrate the problem, and there should be a number of planning arrangements in marketing planning.
6. The system of planning books should be orderly, and the parts can also be expressed in a relatively easy way.
7. It is necessary to link up between the various parts of the plan.
8. Pay attention to the appeal of the book layout design.
Chapter 2: Catering Marketing Solutions
First, do a good job in the peak season and off-season marketing conversion. Don't be smug in the peak season of the Spring Festival, you may sing the empty city every day. Due to the traditional customs of China, as soon as the Spring Festival is approaching, the consumption power of the whole society will have a spurt in the short term. The restaurants of all sizes are almost full, and it is hard to say that it is because of how excellent your marketing work is. The real test of marketing effectiveness is also whether the off-season is plummeting, whether it can be operated continuously and steadily in a year, whether it enjoys high satisfaction and reputation among customers, and is not a leader in the peers. of.
The goals of successful restaurant marketing are very clear, the strategies are very clear, and they are all implemented step by step according to the plan. One key point is how to make the transition between the peak season and the off-season marketing strategy.
"The profit in the peak season, take the momentum in the off-season", this should be the core idea of restaurant marketing. To make a profit is to win the biggest sales and get the most benefit; to take advantage of it is to acquire the commanding heights and strive for valuable things, including business popularity, customer reputation, brand awareness, etc., to establish a long-term strategic advantage. The relationship between "potential" and "profit" is completely inseparable. Without the "temp" of the off-season as a foreshadowing, it is difficult to obtain the "profit" of the peak season; without the "profit" of the peak season, it is impossible to support the restaurant in the off-season. Go to get the "potential" you need. Often restaurants that do well in the off-season marketing work, they can make a lot of money in the busy season without having to invest too much in marketing costs. This is a matter of course.
In the off-season, the focus of marketing work can be summarized into three aspects:
1. Maintenance of old customers;
2. Development of new customers;
3. The shaping of the brand image. To do a good job in these three aspects, moderate marketing costs are indispensable, rather than blindly reducing the operating costs. At this stage, we should relatively despise the rate of return, and pay more attention to the attendance rate and customer satisfaction, and finally achieve the peak season profit and the annual income target.
Second, recognize the market changes, calmly respond to this need to make a correct judgment and analysis based on the market positioning of the restaurant, from the customer source composition, consumption motives, and the adjustment trend of the post-holiday catering market, and then put limited marketing resources into To the most effective target market.
For medium and high-end restaurants, the most important customer groups during the Spring Festival season are group consumption by the official, business and other social groups. During this period, many restaurants have been ignorant of the average individual. But after a period of Spring Festival, the source structure of the food and beverage market will change. Due to the concentrated assault consumption before the holiday, the enthusiasm of the group's consumption after the holiday will be reduced, and the frequency of consumption will be significantly reduced. The share of household consumption and individual consumption has risen. During the holiday season, the wedding banquets and the 100-day banquets, which are inundated in many banquets and celebration banquets, will become more prominent in the off-season and become one of the main sources of income for many restaurants. Another market, such as exhibitions and tourism teams, has almost stopped during the Spring Festival, but will become a non-negligible part of the food and beverage market after the holiday.
Third, grasp the small climax in the off-season In the off-season after the Spring Festival, there are also some small consumer hotspots, such as 3.8 Women's Day, many units will organize female employees to celebrate dinner, many female consumers will also enjoy food with friends . There will also be some different exhibition opportunities in various places. For example, the spring 2009 rum will be held in Chengdu in March. At that time, hundreds of thousands of merchants from all over the country and even abroad will gather in Rongcheng, and there will be many arrangements for welcoming. Reception banquet, in the short term will set off a big catering consumption boom. The restaurant should formulate a marketing plan as soon as possible, conduct marketing promotion work in an orderly manner, and strive to have a good harvest in these off-season climaxes.
Fourth, with the off-season marketing activities, to maintain a moderate advertising season, your ads will often be submerged in the ocean of advertising. In the off-season, moderate marketing activities with appropriate advertising will make your restaurant more conspicuous in the whole industry, the effect of brand promotion will be better, and the marketing effect will be better.
Fifth, cutting firewood and sharpening the two seasons in the off-season marketing work should be grasped by both hands, one hand to grasp the market, the so-called "cutting wood"; the other hand to practice internal strength, the so-called "knife." The main explanations in the previous section are some strategies for grasping the market. I have the following suggestions on practicing internal strength:
1. Summarize the gains and losses of the marketing work in the peak season, and constantly change the ideas and methods of sales;
2. Re-examine the follow-up marketing work plan that has been formulated, and make corrections and improvements;
3. Quality products and services are the best marketing, so in the off-season, when the business is not very busy, systematic service and production skills training will be carried out to continuously improve the service quality;
4. Eliminate unqualified marketing personnel, recruit new marketing personnel, and conduct comprehensive intensive training;
5. Review the past lack of brand display in the restaurant, enrich the brand connotation, and strive to create a high-quality brand image.
After the Spring Festival, the catering industry is in a downturn, so it is necessary to do a marketing management plan so that your company can win more benefits.
Chapter 3: Catering Marketing Solutions
First, lay a good foundation for business
The basis of restaurant management can be summarized as “one center” and “two basic points”.
1. “One center” for restaurant operations. The center of the restaurant business is the market and is the target customer. Restaurants must focus on the market, market-oriented, and work around the market. The market centered on the restaurant is to follow the market rules, do a good job in market research, understand market demand, and cannot rely on subjective speculation to operate. Instead, we must adjust the business strategy in a timely manner as the market changes, and carry out restaurant business activities with purpose.
2. "Two basic points" for restaurant management. There is no competition in the market economy all the time, and sometimes the competition is very cruel. In order to win in the fierce competition, the restaurant must first cultivate its internal strength and manage and coordinate all aspects of the company's internal work in order to enhance its operational strength and remain invincible in the unpredictable market. To do this, we must work hard to cultivate and create a high-quality workforce and establish a correct business philosophy. This is the two basic points of restaurant operation. The production and consumption of restaurant services occur at the same time, and the contact between the guests and the service providers is multi-faceted and extensive. Without first-class staff, there will be no first-class service; without satisfied employees, there will be no satisfied customers. Employees are the most valuable asset and resource of the restaurant. Cultivating and cultivating a team of employees with good quality, rich knowledge, skilled skills, normative etiquette, honest business ethics and enthusiasm for work is the most fundamental job of restaurant management. The restaurant is a traditional service industry, and the service is to be respected. Let the customers come to the restaurant to feel at home and satisfied. To achieve this, we must fully implement the "customer first" business philosophy in the restaurant, and establish a "customer satisfaction as the first responsibility" work philosophy, all-round customer care and service, from the ideological construction to lay a good business basis.
Second, the business must have innovative thinking. The more the society develops, the more the market is subdivided, the more professional the restaurant should be.
In recent years, the phenomenon that the restaurant products are similar, the same, and the one hundred stores are more prominent, which has caused the competition among restaurants to intensify, resulting in rising costs and reduced profits. The diversification of consumer demand requires that restaurant products must also be diversified. Restaurant hardware can't be compared to luxury, style, and grand, but should be based on the limited investment to try to design different styles, tastes, atmosphere and cultural characteristics. Restaurant software should also be "new three" on the basis of "aging". If the restaurant does not carry out such innovative work, it will be ruthlessly eliminated by the market. Restaurant innovation should be carried out in accordance with the requirements of customers, fully seek customer feedback, and listen to many aspects of the response. For the old customers, they should actively seek improvement suggestions, improve the work in time, so that the old customers continue to feel new services and new changes, and enhance their loyalty to the products. For new customers, it is necessary to strengthen the function of the restaurant, highlighting the difference between other restaurants. To retain customers, products must be changed, innovative, and breakthrough. If the restaurant is to show a difference, the easiest breakthrough is culture. The geographical characteristics of culture are particularly obvious. The majority of guests staying in the hotel are remote guests, and the higher the star rating, the farther the distance between the guest and the restaurant is, and the greater the cultural difference. The restaurant can highlight local characteristics in terms of house shape, interior decoration, service staff clothing, service form, food culture, background music, entertainment activities, etc., and attract customers to choose their own restaurant consumption. The restaurant provides a living service, and the general psychology of the guests is always seeking new, different, and changeable. It is often willing to accept the various cultures in different places. If you simply cater to your original lifestyle in the service, you may not be able to achieve the desired results. Because the guests come from all directions, the stylized model cannot accommodate all the guests, and sometimes the guests may feel that this kind of catering is a lame service. Of course, innovative services can't be imposed on people, they have to provide customers with a variety of choices, and respect the choice of guests, and do a personalized service.
Third, do a good job in the restaurant's internal marketing
The internal marketing of the restaurant is the promotion of all the staff inside the restaurant. This is the continuation and extension of the restaurant marketing, and is the best form of saving marketing costs.
First of all, the internal promotion is a promotion for the guests who have already stayed or the old customers. Stabilizing the existing customers is to stabilize the existing market share. Second, internal promotions do not require full-time staff and are easier and more convenient than external promotions. From the general manager to the waiter, from the front desk to the back office, everyone can participate, and all the staff in the restaurant are volunteer salesmen. As long as the enthusiasm and initiative of all employees are mobilized, and then some methods and techniques are properly mastered, the restaurant will form a strong internal marketing force. Second, internal promotions do not require special funding. It does not have special expenses like advertising, public relations, etc., but at the same time as completing its own work, it does not lose the opportunity to sell it to the guests just right, just more flexible methods, language skills and form changes. This is the lowest cost and the fastest way to promote. In addition, the internal promotion is not subject to any restrictions, and the promotion can be carried out anytime and anywhere during the service process, which is very convenient. Therefore, internal promotion is a very effective marketing. It is an extension of external promotions. The guarantee of the effectiveness of internal promotion is the quality of service. Only high-quality services will satisfy the guests, so that guests will be happy to accept the induction of internal promotions, willing to increase consumption and re-consumption. In addition, the establishment and improvement of a set of incentive internal promotion mechanism is a system guarantee for doing a good job of internal promotion and establishing a marketing awareness for all employees.
Article 4: Catering Marketing Solutions
I. Preface Due to the rapid growth of the "fast food" category and its impact, coupled with the fast food and beverage industry ranked as the second place in 14 strategic service industries, it has become the industry with the strongest competition in industrial marketing today.
Second, the market competition situation analysis In the market competition situation, the fast-food industry is divided into Chinese fast food and Western fast food by means of market segmentation. Chinese fast food is now represented by WA and CD, while Western fast food is McDonald's, KFC and pizza.
Western-style fast food is a business method introduced from abroad. McDonald's is the first fast-food chain to enter the Taiwan market. The growth of pizza is quite fast. Seven chain stores were opened within one year. KFC has a unique taste in fried chicken. It also has a unique market segment.
WA is the first chain store to demand Chinese fast food; CD is currently the largest number of fast food chain stores.
Third, the market positioning
· McDonald's market advantage lies in cleanliness, speed, quality, service and value.
· KFC's market advantage is the unique taste of the goods.
· The market advantage of pizza is the fast food partner of the whole family. Family members are the subject of appeal.
· WA's market advantage is traditional Chinese flavor, coupled with a clean dining environment.
· CD takes color management as the market advantage, and matches the products of small dish and beef noodle.
Fourth, marketing positioning strategy Marketing positioning strategy is an important key to the success of marketing. Since all marketing activities, including sales, advertising, promotion, pricing, merchandise life cycle, packaging, distribution and public relations, are based on market positioning.
The introduction of McDonald's into the operation of international chain enterprises presents a market trend of fierce competition. In this ever-changing market and fiercely competitive environment, only by establishing a strong marketing positioning strategy can we find a market gap for survival and development. .
The details are as follows:
According to market intelligence, according to market intelligence, the most commonly used market segmentation method for fast food industry is “demographic factors”. Other factors such as regional factors, customer psychological factors and customer consumption behavior factors are less. use.
In the demographic variables, "age" and "occupation" are most often used; Western fast food industry considers age as the market segmentation; Chinese fast food industry uses occupation as the market segmentation variable.
McDonald's has targeted young people as the main target market, while Pisa and KFC are mainly targeted at the consumer level of family members.
WA and CD are positioned at the market level of student and office workers.
Market positioning
McDonald's: Young and lively, I hope to provide a light dining environment.
· Pizza: With high quality and high price positioning, I hope that the impression that the product is better than the competitor is that the price is more expensive than the competitor.
· KFC: Positioned in the "consumption of family members", providing a family-style reunion dining atmosphere.
· CD: Positioned to emphasize the "quick and easy" dining environment for office workers.
·WA: Positioned in Chinese fast food and take-away lunch boxes, and in a fast self-selecting environment, through the combination of snack products, to meet the diverse needs of consumers.
From the above analysis, it can be seen that the practice of each chain store in the market positioning tends to shape the impression appeal of "attracting the target guests to the comfortable dining".
Among them, the Western-style industry's strategy is to inherit the original style of the authorized parent company, and the Chinese-style industry is actively shaping its own charm and unique style.
V. Marketing combination strategy Product positioning Western-style fast food industry, the focus of promotion is on the needs of children, on the one hand, hope to cultivate children's habits from snacks and snacks, on the other hand, hope to attract the whole family members through the promotion of children. All come to the store to receive a warm service.
The following is a new trend in marketing:
· Fast food operators will revise their marketing strategies in response to market reactions.
· In the past, the fast food market was dominated by the class and students. Today's fast food market has increased the vibrancy and enthusiasm of the market by adding many women and children, which gives operators more choices.
Therefore, the fast food industry has three main target markets:
The office worker market market member group market commodity strategy commodity strategy is based on the segmentation market selected by the marketing positioning strategy to provide goods that meet the needs of the market.
The catering industry belongs to the retail service industry. Therefore, when conducting product combination and product planning, the following factors are worth considering:
The intangible retail service industry in the retail service industry The inseparability of the retail service industry The decline in the retail service industry is a thorny problem that is extremely difficult to solve. Therefore, when formulating commodity strategies, they should be positioned with fast-food chained goods, which should include the following items:
·The supply of physical goods
·The shaping of the store atmosphere
·The planning of the moving line and the display of POP advertising
·Provided services and features
· Overall design and planning of the store. The above five items must be implemented by the store management system of planning-control-tracking-assessment. If this is the case, then the conditions and opportunities for competitive advantage can be achieved in the competitive market.
The pricing strategy pricing is the most sensitive and painful decision in the marketing strategy. On the one hand, the price determines the income of the enterprise, on the other hand, the price is the main weapon for the enterprise to stimulate performance in the market competition.
At present, the prices of fast food chain stores in the market are generally high, which is a well-known fact. However, according to market access data, important factors affecting commodity prices can be summarized as follows:
·Cost factor
·Competitor pricing
·Customer psychological price standard
·The company's marketing objectives
· The company's marketing profit and market share measurement is the pricing strategy for the Chinese fast food industry and the Western fast food industry:
Pricing strategy McDonald's feels value based on consumer perception of consumer value and price.
KFC is priced with reference to the price set by competitors for the purpose of market competition.
Pisa is priced with reference to the price set by competitors and customer feedback, with the aim of market penetration and competitive advantage. The WA reaction cost plus the fixed profit is priced, and the cost is added as a standard.
The CD is based on the principle that the price of the closing price is not zero or an integer, such as 3.8 yuan, 4.5 yuan, the purpose of which is to penetrate the market and stimulate market share.
It can be seen from the above that the pricing strategy of Chinese fast food operators is mostly based on the principle of cost plus, while the Western fast food industry mostly targets the competition with price competition and penetration market.
In addition, the most groundbreaking pricing marketing has recently been adopted by fast food operators:
· Popularized popular prices, allowing more consumers to enjoy goods as the main pricing target, which is conducive to market expansion.
· Determine the selling price first, and then plan the product combination based on this price.
· Personnel fees and materials fees are the core of cost. Therefore, the pursuit of planning economy and the large number of employees with poor employees are important ways to reduce costs. The employment of hourly and part-time employees is the market trend and management policy of the fast food industry.
Pathway strategy Because the fast food industry is a chain business model of positioning business circles, production, logistics, distribution and sales almost coincidently. At the same time, commodities cannot be stored for too long. Therefore, it is necessary to use multi-point distributed diffusion marketing to form a surface. Market attacks to achieve the purpose of capturing the market.
Therefore, moving towards chain operation, the multi-store chain business district spread to multiple markets, which is the key to business success.
The environmental strategy and access strategy of fast food chain stores are as follows:
Environmental Strategy McDonald's · Population and opening locations are dominated by the market of living people · Focus on regional distribution and logistics distribution issues KFC · Population structure and density · Business characteristics
WA · Areas with a large population
·Regional market development
·Traffic fast food
·Consumption characteristics
CD ·Understand the characteristics of the lot
·Crowded areas
·community
·Consumption level near the business circle
QZZ · store size and seat design
·People concentration area
· Market vacuum zone is the key channel for future development. McDonald's gradually develops to the south central and develops stores suitable for various business districts and site conditions.
KFC's comprehensive development is currently targeting Taipei City as its main target market.
ZHG takes the market quickly by opening a store, getting closer to McDonald's and positioning itself as a market follower.
WA increases the combat power of the hotel with the business model of the compound store, and opens the store channel with the commercial area and office area as the main.
CD pursuers popularize the consumption pattern to replace roadside stalls.
In summary, the path strategy of fast food chain stores can be sorted and summarized into the following types:
Take the chain operation and multi-sites to capture the target market.
The chain operation is dominated by self-operated chain and authorized operation; the authorized operation is the business strategy and store brand purchased abroad, which is the characteristic of the western fast food industry, and the Chinese fast food business operators are still mainly self-operated chains.
Take the big city as the first target market, and then stand firm in the south and south.
The logistics route, the length of the route is an important factor that must be considered in the early market entry.
Western-style fast food operators have a tendency to open stores to create a bigger market, and development to the suburbs is a future goal.
The crowd is the money tide. This is the main consideration for fast food operators to choose the location of the store. The structure of the crowd is the focus of attention. The characteristics of the crowd can be divided into:
·Mobile population
·Local resident population
·Entertainment population
·Working population
· The shopping environment has different functions and functions. The environmental characteristics are the focus that operators must pay attention to. The business environment can be divided into:
·Business district
·Residential area
·Office business district
·Entertainment area
·Academic area
· The consumption level of the crowds in the comprehensive business district of various functional groups is an important factor affecting the opening of stores.
The development of composite stores can create greater turnover and operating profit.
Promotion strategy In the marketing strategy of the retail service industry, the establishment of corporate image and the popularity of popularity are very important.
In addition to the feelings that consumers bring to consumers through the products provided by the operators, advertising and promotion activities are important strategies for operators to strive for consumer perception and impression.
Therefore, the practical application of advertising strategies and promotional strategies, and the establishment of appropriate advertising and promotional messages to build a close relationship with consumers, is the main topic of the promotion strategy.
The promotion strategy of the fast food industry is as follows: the promotion strategy of fast food chain stores, TV advertising, McDonald's, driving fanaticism
· Put a lot of TV advertising
· Intensive and strong KFC is more conservative, not afraid to over-stretch TV ads
· Focus on the shaping of corporate image
CD · More conservative, do not dare to beat TV ads too much
·著重企業廣告
WA ·只做企業形象廣告
·打折
ZHG ·尚未運用促銷活動麥當勞·合作促銷生日餐會
·贊助回饋社會活動肯德基·打折
·贈送禮品
·運用DM
CD ·贈送禮品
·舉辦促銷活動
WA ·打折
·贈送小禮品
ZHG ·贈送禮品
·舉辦抽獎郊遊活動公共報導麥當勞·利用機會製造新聞事件
·各種活動吸引各媒體注意肯德基·利用機會製造新聞、事件
·各種活動吸引各媒體注意
CD ·尚未運用
WA ·尚未運用
QHG ·尚未運用實戰策略麥當勞·運用話題性的訊息
·傳播塑造精神人物或偶像肯德基·以地區性市場之推廣為主
·走市場機會者之定位策略
CD ·以地區性市場之推廣為主
·走市場機會者之定位策略
WA ·利用口碑宣傳
·配合節慶假日促銷
QHG ·以地區性市場之推廣為主綜觀以上所述，快餐業的推廣策略可由下列各項重點落實執行：
廣告策略的套用可分為三階段執行：
A建立企業知名度，告知消費者企業的性質及所提供的產品與提供何種特色的服務。
B強化企業形象，增加消費者由認知、肯定到指名購買。
C針對單項商品或新商品來加強廣告與促銷活動。
企業形象的塑造是經營快餐業的行銷目標。
西式快餐業共同的特色，即是企業代表人物為連鎖店之POP造型，例如麥當勞為麥當勞叔叔造型，肯德基為肯德基上校造型。其主要目的為藉此增加企業對市場顧客的親和力。
口碑宣傳及耳語運動是極重要的溝通方式。此外，加強服務、維持良好品質都是必須落實執行的事項。
促銷活動最常使用的方式是贈品與贈獎，舉凡贈送小禮物、集點券、贈獎券等都非常流行與有效。
與其他企業合作做聯合廣告也是很有效果的方式。例如麥當勞與俏麗洗髮精的聯合廣告即很成功。
社會愛心回饋活動、寫作比賽、親子活動、快樂家庭等顧客參與性的宣傳與促銷活動漸被快餐經營者所採用。
連鎖店整體企業形象的塑造與提升，必須藉公益性活動、體育贊助活動以及捐血活動等慈善活動達成。
運用新聞性、話題性的訊息來做"議論紛紛"的宣傳，可吸引大眾傳播媒體的注意與免費的宣傳報導。
由各家分店的小商圈行銷策略中，可做定點行銷與廣告表現的模範。同時，針對各商店附近的商圈特性、人潮特性加強促銷與推廣的整體活動。
篇五：餐飲行銷方案
一、前言中國辛勤的勞動人民，在數千年的飲食文化的探索和發展中，逐漸形成了風格各異的粵、魯、湘、 川等個大菜系和具有屬地方特色的食品。北京烤鴨，是北京名食，它以色澤紅艷，肉質細嫩，味道醇厚，肥而不膩的特色，被譽為“天下美味”而馳名中外。鴨王烤鴨是現代烤鴨師秉承傳統烤鴨工藝研發出的新派烤鴨，烤鴨表面色澤金黃油亮，外酥香而里肉嫩，別有一種特殊的鮮美味道，是烤鴨中的極品。
當今的宣化餐飲業，發展趨勢可概括為：發展十分迅速，規模不斷擴大，市場不斷繁榮。然而，繁榮的同時意味著競爭的加劇，總有餐飲店鋪倒下，又有新的店鋪站起來， 但總有少數幾家在大浪淘沙中站穩腳跟並不斷發展壯大。作為北京新派烤鴨在宣化餐飲業的代表，“鴨王烤鴨”應成為響噹噹的招牌。
二、市場/企業分析宣化餐飲市場同樣存在著激烈的競爭，各式各樣的大小酒店、飯店，爭奪著宣化有限的餐飲資源，衝擊著食客的味覺、視覺。
一個酒店要獲得成功，必須具備以下條件：、擁有自己的特色；、全面的管理；、足夠的市場運營資金；、創新，不斷推陳出新。這些條件缺一不可，否則，就是曇花一現。這也是許多酒店、餐館風光開業又迅速消失的原因所在。
東方鴨王酒樓，是在原東方美食苑的基礎上新生的飯店。東方洗浴、東方美食苑經過多年的宣傳與運營，已在張、宣地區有了一定的知名度，在宣化更是家喻戶曉。如能利用“東方”在宣化的知名度延續宣傳東方鴨王酒樓，提高菜品質量，加強人員培訓、管理，定能成為宣化餐飲界的後起之秀。
三、行銷策劃餐飲服務的目的是讓顧客滿意，只有顧客滿意了，酒店才能獲得利潤；要做好優質的服務，離不開企業內部員工的努力；內部員工行銷的成功又以全面的管理、有效的激勵機制和良好的企業文化氛圍為基礎。
鴨王酒樓開業兩月，現正在舉辦“回報消費者關愛”優惠活動。藉此機會，應以顧客滿意行銷、內部員工行銷和文化行銷三者結合，作為本次活動的重點進行。
1、本次活動的目的：增加“東方鴨王酒樓”品牌的影響力，提升知名度和美譽度；提升“東方”形象，增強競爭力；加強員工的企業忠誠度和向心力；提高員工服務意識、工作積極性；進一步提升“東方”的企業文化；提升銷售額，增加利潤；為下一步更好的發展打下良好的基礎。
recommended article
- Collective wedding planning
- Winter Fire Prevention Program 2019
- Celebration program
- Equipment Management Implementation Plan
- July 1 commendation activity plan
- New Year's event plan for 2019
- 2014 organization life meeting plan
- Company opening ceremony planning plan
- Supermarket 5.1 Promotions
- Village-level environmental sanitation improvement plan
- Create a smoke-free unit implementation
- Guoxiaoxin Teacher Training Program
popular articles
- 2014 Mall National Day Festival Plan
- Summer camp program for 2019
- Korean swear words
- Injured sentence
- Teacher's famous saying
- Taizai’s famous sayings
- Tao Xingzhi's famous sayings
- Classical life motto
- 2014 is very touching words
- 2019 annual training program
- Thanks to the friend's words 2019
- Qq space mood phrase
- The latest high school inspirational maxim
- a good saying that loves labor
- Sad love sentence 2019
- July 1st activity plan
- Du Yuexi's famous sayings
- College student business plan
- Deaf people jingle 2019
- Describe the fast time sentence 2019
- Strong words
- College entrance examination inspirational quotes
- 2019 Christmas Eve event plan
- Company activity planning
- In-house training program
- English famous words
- Jiujiu Chongyang Festival Program in 2019
- Bing Xin’s famous words
- Teacher's Day Program for 2019
- I want to say something to the teacher.