Coffee Western Restaurant Marketing Plan

table of Contents

Summary of contents —————————————————————————— p2

First, the background analysis

1. Giant view analysis

—————————————————————————— p2

2, the restaurant itself —————————————————————————— p3

3, competitors —————————————————————————— p4

4, consumer groups —————————————————————————— p5

5, media analysis —————————————————————————— p6

Second, marketing strategy

1. Marketing Plan Objectives———————————————————————— p7

2, the restaurant itself positioning ——————————————————————— p7

3, three consumer groups specific strategy ———————————————————— p8

4, three consumer groups general strategy ———————————————————— p12

Third, the marketing strategy implementation phase program analysis

1. Early stage —————————————————————————— p17

2, medium-term —————————————————————————— p18

3, late —————————————————————————— p18

4, specific festival propaganda strategy —————————————————————— p19

Fourth, the facade decoration ————————————————————————— p19

V. Media Delivery—————————————————————————— p20

Sixth, pre-intermediate —————————————————————————— p20

Attached file Zefeng planning agency fee list

Spring and Autumn Coffee Western Restaurant Marketing Planning Contract

abstract:

With the further development of economic culture, coffee, as a leisure time consumption, is increasingly favored by middle and high class. The coffee market in Jinan was developed late, but it has developed rapidly. Chunqiu Coffee Western Restaurant is located in Jinan Hanlin Hotel, 63 Jingshi Road. Regardless of its own strength or geographical location, coffee western restaurants have certain competitive advantages, but the business results are not satisfactory. There are two main problems in chasing the problem. First, the management is not standardized and the positioning is not clear. Second, the development of the surrounding market is insufficient, and the effective marketing strategy has not been adopted. In this regard, we will conduct a comprehensive analysis of the Spring and Autumn Coffee Western Restaurant itself and its surrounding environment, and formulate corresponding marketing strategies for different time and different consumer groups, in order to obtain the recognition of the target consumer groups in the short term, so that the business performance will be significantly improved, and gradually Establish a brand image among the consumer groups and cultivate brand loyalty of the consumer groups.

First, the background analysis

1. Giant view analysis

a, geographical environment:

As a provincial capital city, Jinan has a special market position. It is a political, economic and cultural center of Shandong Province with a good economic foundation and cultural heritage. There are many well-known enterprises in the city, and there are more foreign companies, forming a white-collar consumer group of a certain scale.

b. Population structure:

The non-agricultural population in Jinan is 2.6 million, the number of floating population is large, and there are more than 20 colleges and universities in Jinan. The total student population accounts for a large proportion of the total population.

c. Traffic status:

By the end of XX, the city's highway mileage was 9833.1 kilometers. At present, Jinan has Jiqing Expressway to the east, Jingfu Expressway and Beijing-Shanghai Expressway to the south and north, and Jishang Expressway to the west. Jinan is surrounded by the expressway around the city. National Highway 104, 105, 220 lines, 308 lines, 309 lines and 16 provincial roads traverse Jinan. Jinan has formed a high-grade highway network centered on the expressway around the city, and has taken the lead in realizing the connection between the provincial capital city and the municipal government stations by the expressway. Jinan is the province's highway network center and highway hub. Status has been established. In XX, with the gradual completion and completion of key projects such as the Jihe Expressway, the Jilai Expressway and the Ring Expressway Dabei Ring, the Jinan Highway access depth and highway collection capacity will be further improved.

d. Average income and expenditure composition: The number of employees in urban enterprises and institutions in Jinan City accounts for a large proportion of the total number of employees in urban units in the city. The per capita income of employees in the city is obviously rising, and the consumption power of the consumer groups is increasing.

e, consumer psychology and preferences:

Jinan people's consumption habits have strong plasticity, no matter what form of advertising, as long as it is reasonable, everyone will recognize. Consumption is affordable, but it has the bold character of the northerners.

f. Eating habits: People's concept of coffee is rather vague, and consumption habits are not prominent.

2, the restaurant itself

s advantage

★ Located within the Hanlin Hotel, it has a relatively fixed customer source.

★ Quiet and elegant, convenient transportation and convenient parking.

★ It is located in the prosperous section of the 10th road, surrounded by many enterprises and institutions, and the potential customer group is large.

★ Backed by the university group with the mountain division, mountain art and mountain craft as the axis, the teacher and student group base is large.

w disadvantage

★ has not yet established a good brand image.

★ Service awareness is weak.

★The menu variety has no special features and the taste needs to be improved.

★ The propaganda is not in place and the popularity is not enough.

★ Star-rated hotels set a psychological barrier for the target consumer groups.

★ Relying on four-star hotels, high-end positioning.

o Opportunity

★ The potential customer base is growing.

★ Target consumer groups can be highly guided.

★Hotel rooms are the first-class consumer groups, with a large number and high consumption, with the most development potential and value.

t threat

★ At present, there are many coffee shops and leisure bars of various brands and grades in Jinan City, which are highly competitive.

★ Early brands have formed a high reputation in the consumer group. For example, the oldest is the Ivy Cafe, and the most upscale is the Shangdao Cafe.

★ At present, the target consumer group of the restaurant is still immature, and the consumption habits need to be guided.

3. Competitors

At present, there are about 60 coffee shops in Jinan with a building area of ​​more than 100 square meters. The main competitors and their advantages are:

a. Shangdao Coffee - a little farther away, but the popularity and reputation are high.

b, Brazilian barbecue, real pot coffee, famous coffee, business and leisure - close, the most direct competitor.

c. The surrounding catering units – competitors belonging to the same class, are now closer to the consumer's spending habits.

4. Consumer groups

Through a survey of 100 Jinan citizens, it was found that 80% of the respondents occasionally went to the cafe to consume, 17% had never been to, and only 3% were frequent. 43% of them like the environment inside, 30% want to relax, others are because they like the music, kill time, taste and so on. According to the actual situation of the Spring and Autumn Coffee Western Restaurant, the following is an analysis of its three main consumer groups:

a, Hanlin Hotel interior room residents

★ Group characteristics: high economic income, large liquidity, but the possibility of repeated hotel occupancy is high, easy to consume nearby, and the need for recreation during the stay.

★ Consumer motivation: leisure, deliberation, friends gathering.

★ Consumer psychology: elegant and comfortable, style, convenient but not casual, stressing high quality service.

★ Income level: middle and high salary class.

b. White-collar workers in enterprises and institutions around the Hanlin Hotel

★ Group characteristics: fixed, higher economic income, more fixed consumption habits, close to the Spring and Autumn Café, more social activities.

★ Consumption motivation: leisure and entertainment, dating, gathering, dining, business communication.

★ Consumer psychology: a place to relax, quiet and elegant, with a special atmosphere.

★ Income level: mainly in middle and high-level consumption.

c. Students and teachers of nearby universities such as Shan Shida

★ group characteristics:

Students - big base, no own source of income, but have a certain ability to spend; young, fashionable, passionate, courageous to accept new things; love season, rich feelings, love face, leisure time, friends gathering more.