Marketing plan for a newly opened hot pot restaurant
Marketing plan for a newly opened hot pot restaurant. Life in the workplace is full of competition. The first impression in the workplace is very important. Many Watching videos of excellent interviews may bring some inspiration, reduce contact with colleagues who are difficult to get along with, and take a look at the marketing plan for a new hotpot restaurant. Marketing plan for a new hot pot restaurant 1
1. Market analysis
Hot pot (hot pot, chafing dish) is a popular folk delicacy and is popular all over the country. my country's hot pots come in a variety of colors and flavors.
Hot pots in the north and south are also different. Since Guangxi is closer to Sichuan, it is basically similar to Sichuan hot pot. It is famous for spicy hot pot, but in the north, mutton shabu-shabu is the main dish. Pure mutton shabu-shabu is almost non-existent in Nanning, so someone decided to create a hot pot restaurant in Nanning that mainly focuses on mutton shabu-shabu.
Considering the current situation of Nanning hot pot market, how can we make a good marketing plan? In daily life, whether it is a family dinner, a gathering of friends or a business banquet, everyone prefers to eat hot pot. In this more interactive mode, the atmosphere is lively, and family affection, friendship, and work can be better sublimated. Moreover, the current Nanning hot pot market situation is still relatively traditional. Most of them are aimed at the "cheap greed" mentality of some consumers. The only high-end restaurants are very expensive. So, the restaurant atmosphere is high-end and the price is acceptable to the public. The mutton shabu hot pot restaurant is exactly what the Nanning hot pot market is missing.
A market factor
1. The impact of economic development on hot pot, including the increase in consumer demand for hot pot, various existing hot pot The structural contradictions of high-end hot pot restaurants, social development and national policies and measures play a huge role in promoting the development of the catering industry, as well as several major factors such as changes in the objective environment and the instability of consumption.
2. The influence of traditional factors on hot pot, including the history, extensiveness, culture, and uniqueness of hot pot.
3. The impact of the surrounding environment on hot pot, including policy environment, such as the security situation of the establishment, the efficiency of functional departments, etc.; basic facilities, such as road traffic, parking locations, water and electricity supply, and communications Network, procurement channels, consumer groups, finance, health, labor and other supporting measures closely related to operations; preferential measures, such as whether there are preferential policies in tax, various fees, rent, talent introduction, etc.
Two own factors
4P analysis:
1. Product (product)
The specialty is hot-boiled mutton, which is its advantage. It is also the signature food that should be the main business. In addition, all food should be centered on hotpot mutton. This is the direction that should be adhered to now and in the future, and everything else should undoubtedly be centered on this.
2. Price (price)
The tentative store area is *** square meters, with two floors. Due to the size of the store and the consumption habits of Nanning people, the per capita consumption is set to be The price is 40~70 yuan per person. This price is completely acceptable to ordinary consumers. Therefore, compared with other large-scale stores, it obviously has a certain price advantage. This advantage should be seized to attract more middle and lower-class consumers without reducing the quality of food and service.
3. Location (place)
The address is chosen at Jiangbei Avenue *** in Nanning City, which is a relatively prosperous street with a large passenger flow, especially on weekends and nights. There are many consumers on this road. It is also very close to some residential areas, coupled with its important geographical location and developed surrounding transportation environment, it can bring certain advantages to its operations, which is very conducive to promoting the company's culture and establishing a good reputation among the general public. .
4. Promotion
In order to establish a good image and a solid foundation for the company in the short term, it is essential to adopt certain promotional methods, which will help people Its understanding; therefore, the promotional methods at the beginning of the opening are essential for corporate publicity.
Publicity is an indispensable means for enterprises to expand their visibility, especially at the beginning of business. Enterprises must regard this as the focus of marketing plan formulation, and other activities should be carried out around this.
2. Establishment of target consumer groups and psychological analysis of consumer groups
Eating hot pot is a favorite dining habit of most people in China, especially with the development of hot pot to this day, from the variety and grade of hot pot Diversified characteristics have emerged in terms of scale, production, blending, flavor, etc., which has led to the rapid development of various enterprises engaged in hot pot production and supply of hot pot consumption, and has also aroused the enthusiasm of enterprises and operators engaged in and about to engage in the hot pot industry. Great enthusiasm and interest. At the same time, the development of consumer groups has also evolved from single to multiple groups, adding vitality to the vigorous development of the hot pot industry.
1. Analysis of service objects:
(1) Occupational characteristics of consumers: ordinary students, migrant workers, ordinary working-class people, and senior white-collar workers, civil servants, their consumption Habits and consumption levels are different;
(2) Age characteristics of consumers: For example, the elderly prefer bland foods, young people prefer heavy and thick flavors, etc.;
(3) Gender characteristics of consumers: Women and men often have certain differences in hot pot products, tastes, types of dishes, etc.;
(4) Regions and regions of consumers National characteristics: People from different regions and different nationalities have different requirements for hot pot products, which should be distinguished.
Of course, due to the interpenetration and hybridity of hot pot, many hot pots have been improved and innovated to suit the tastes of most people and are popular. But analysis of consumers is essential.
2. Analysis of customer consumption behavior:
Consumption is a comprehensive concept. Consumption behavior includes consumption level, consumption structure, consumption mode and consumption habits, etc.
(1) There is a direct relationship between the consumption level and the customer's financial affordability, which reflects the customer's ability to pay and the satisfaction of needs that match this ability, which is directly reflected in the grade of the hot pot restaurant that the customer chooses. and type;
(2) The consumption structure is the proportion of various consumption expenditures of customers, and its expenditures are closely related to factors such as occupation, age, gender, regional ethnicity, etc.;
(3) Consumption patterns include individuals, families, businesses, groups, etc. Different consumption patterns have different choices in grade and variety;
(4) Consumption habits are reflected in the dining environment, Habits formed in terms of atmosphere, brand, flavor, economy, etc.
Analysis: When choosing a hot pot restaurant, customers pay great attention to the characteristics, nutrition and deliciousness of the hot pot restaurant. This requires us to highlight our own characteristics in the process of operating a hot pot restaurant. Source The mutton from Inner Mongolia is delicious and nutritious.
3. Analysis of customer consumption characteristics:
(1) Uncertainty: Most customers are mobile, while a small part are fixed, so the location selection must be reasonable.
(2) Randomness: The number of customers is large, the differences are large, and the consumption of hot pot is selective. Therefore, it is necessary to grasp the development trends of hot pot, adjust the taste in time, and improve and innovate.
(3) Flexibility: This is determined by a successful brand and is marked by the frequency and return rate of customers.
(4) Guidance: Adjustment of business strategies, successful advertising operations, etc. will have certain guidance on customer consumption.
Based on the above analysis, the target group is positioned as white-collar workers, senior business people and independent operators with independent spending power.
Therefore, the brand positioning should be high and applicable to families and friends. Lamb shabu shabu hotpot restaurant for parties and business banquets.
Analysis of consumer age levels (in 2018, the population of Nanning City was *** million, of which the urban population was *** million, and the urban population in the central city reached 2.1 million):
< p> a. 16-24 years old: middle school students, college students, and newly graduated interns. They have independent financial control and often gather with classmates on weekendsb. 25-30 years old: have established a foothold in society. , with a generous monthly income, can afford to take a taxi or own a car for transportation, has not yet married, and eats out all the time
c. 31-40 years old: has married and established a business, can afford to take a taxi or owns a car for transportation, and will Due to work reasons, they don’t often eat at home
d. 41-55 years old: their careers are fixed, and most of them will take their families to eat out
3. Advertising direction and creativity
1. Advertising:
1. The specific marketing plan requires hanging banners near the store, issuing leaflets, and vigorously promoting the hot pot restaurant.
2. Establish close customer relationships. We can give small gifts to customers on birthdays, wedding anniversaries and other dates.
3. During holidays such as National Day or Mid-Autumn Festival, discounts can be launched.
4. Invite some celebrities or government officials to visit, write inscriptions, and take photos.
5. Advocate healthy and healthy diet recipes.
6. Cooperate with local media during holidays to launch hot pot lectures, hot pot columns, and hot pot recipes.
Second creative aspect:
1. VIP strategy
Customers who have accumulated consumption to a certain level can get membership cards, and then they can do some things through the membership cards in the future. Price discount.
2. Multiple new product development strategies
Generally, if you eat too much hot pot, you will feel hot and easy to get angry. And as modern people improve their living standards, among family consumers, there are often elderly consumers over 60 years old. They should not eat too much greasy food; for young women who love beauty, they should not eat too much spicy food. Targeted new product development should be carried out to address this issue, such as refreshing and warming hot pot, health-preserving hot pot, beauty and detoxifying hot pot, etc.
3. Combination sales strategy
Reasonably match a variety of dishes and pot bases to form different hot pot set meals, name each set meal with distinctive features, and The combined package is subject to a certain discount. This will guide consumers to consume different dishes and new products, help consumers make the best taste combinations, and better impress customers. Marketing plan for a new hotpot restaurant 2
1. Purpose
We already know the strategy of attacking competitors. By attacking competing brands, we have already occupied a very large share of the newly opened stores. A good advantage, but for competitors that have been operating successfully for a period of time, our early blows cannot directly affect our turnover, so we need this supplementary plan to seize and shrink the market of some competitors and at the same time achieve the blow Competitors' Purpose.
2. Preparations before snatching
Before any activity is carried out, a single store should conduct a preliminary investigation of competitors in the business district and separate the main competitors and secondary competitors. The investigation of main competitors includes: decoration positioning grade, food price positioning, competitors' selling points, service quality, sanitation, etc., operation process, turnover, attendance rate, advertising strategy, promotion strategy, etc. Analyze the results of such market research and formulate our snatching plan.
3. Due to different brands and regional differences, the headquarters only provides a few typical examples and does not plan to make detailed implementation details. The focus is to spread an idea and hope that individual stores will There are detailed plans and strategies in execution.
IV. Competition strategy
1>Decoration positioning of a single store
1. The decoration style of a single store follows the headquarters standard, that is, it has a distinctive personality. It can also highlight the cultural atmosphere. (High-end stores include plaques, poems, calligraphy and paintings, reliefs, etc.)
2. The decorative materials and construction techniques should not be too rough.
3. Large-scale and high-end single stores are relatively competitive. A VIP room can be set up in the private room of a single store (gold or silverware can be considered for utensils) to attract established customers, and at the same time it can play a role Advertising effect, creating influence in the industry.
4. Single stores with an area of ??more than 800 square meters can consider adding a bandstand: ① folk music performances (guzheng, dulcimer, erhu, etc.); ② fashion model performances and singer singing to increase the atmosphere and stabilize the customer base.
2>Price Positioning
Price is the most sensitive adjustment lever. Our individual stores should position their prices based on their own circumstances. Our pricing standards do not refer to secondary competitors. Referring to the main competitors of the same grade, the price is slightly lower than that of such competitors. It must not be higher than that of competitors or carry out special sales on main products (other price differences are basically the same) and be superior to competitors in terms of service or preferential measures.
3>Analyze the strengths and weaknesses of competitors.
We analyze the advantages and disadvantages of competitors in the business district from two aspects: important factors and non-important factors. Important factors such as: environment, sanitation, dishes, services, etc. Non-important factors mainly refer to supplementary and auxiliary measures, such as some non-significant preferential measures; among many important factors, our competitors already have them (the difference in price is our appeal point), so our detailed rules must be Find the competitor's shortcomings among non-important factors (auxiliary factors), such as whether the competitor has parking lots and car wash services; the number of snack varieties, whether there are foods that children and women like; whether there are vehicles for group transportation; whether there are Green plants; extension of services; whether there are congratulations and gifts; ingenuity of small gifts, etc.
In order to equip our single store managers with a concept and implementation ideas, the following is a brief introduction to the theory of a "quadrant analysis model". I hope that the theory conveyed by the headquarters can provide inspiration to our single store managers. .
Repair area advantage area advantage area: (high importance) is the advantage of a single store and needs to be maintained.
Opportunity Zone, Maintenance Zone, Repair Zone: (High importance) Individual stores perform relatively poorly in this area and need to focus on repair and improvement.
Opportunity Zone: (low importance) Single store performance in this aspect is relatively poor.
Consumers and competitors, including our single store, have ignored it. Our single store can Explore opportunities in this area to understand the satisfaction level of our customer base and attract potential customers.
Maintenance area: (low importance) Single stores perform relatively well in this regard. It is of little practical significance to a single store and does not require much effort.
IV>Single store publicity
The purpose of single store publicity is to increase awareness and reputation, mainly through advertising, such as newspapers, television, radio, Advertising methods such as street signs and text messages can be used to achieve this. Improve the reputation of a single store through public welfare activities, such as sponsorship, donations, condolences, etc. In addition, by improving customer satisfaction, it can also enhance the brand of a single store.
Five>Find Selling Points
Selling points are mainly details that can attract customers. If a competitor’s selling point is very effective, a single store should immediately imitate it. If the competitor does not If we innovate immediately, then his selling point will be diluted by us. At the same time, our single store will put some effort into the price communication channel, but it will become a headache selling point for competitors. This method is a passive method. The active method is that the single store will be based on the surrounding environment. Use the characteristics of the environment to find selling points, such as low-priced wine promotions, innovative dishes, innovative services, customer service supporting measures, etc. These methods are constantly updated to prevent competitors from following suit.
6> Establish a marketing team and develop marketing strategies through multiple channels
1. Establish a marketing team. Single store managers should also be excellent marketers and members of the marketing team. All employees should be single store marketers and carry out full-staff marketing. Store managers, floor managers, and executive managers play a major role and are also the core strength. They focus on management internally and market expansion externally. The head office's marketing plan must be implemented in a single store with the evaluation and prediction of the single store marketing team. If necessary, supplements and innovations must be made.
2. Establish a part-time marketing team. Make a list and ranking list:
A. Make a list of friends who are good friends and have certain social relationships, and often "bring customers (or recommend) consumption" through them.
B. You can contact the staff of entertainment and leisure venues to issue invitation cards or discount cards, and give them appropriate commissions or dividends based on actual consumption.
Of course, there are many ways to establish a part-time marketing team. It is mainly for individual stores to choose their own appropriate method based on the local market and store conditions.
Channel marketing is not a new concept. The channels through which a single store passes are the promotion methods and communication channels provided by the headquarters. Three-dimensional publicity and promotion are used to achieve the purpose of seizing the competitor's market.
Seven>Frequent promotions
Some competitors post hollow stickers with the words "Eat 100, get 50 free" on the glass curtain wall as a year-round promotion method and publicity method. This kind of promotion This method reduces the value of the store's preferential measures in the minds of customers, so we do not recommend using this method. Instead, make full use of holidays and other event days to launch promotional activities and combat competitors. In this regard, our "Planning Manual" has A relatively comprehensive reminder was given. Of course, local celebration days and celebration methods in different ethnic areas have different characteristics. The store can find new promotion points based on local conditions.
Eight>Create customer files
The customer file form provided by the headquarters. A single store records customer information in detail according to the contents of the form and archives it. Regular return visits are required. Major customers are invited to participate in the store's promotions. activities and strengthen public relations work.
V. General Comments
No matter what kind of snatching measures, effective evaluation must be carried out, so that it can be summarized and improved afterwards. Each crackdown does not have to be comprehensive, but it must be focused and strategic. If you need assistance from the headquarters or have any questions before taking action, please call: (023) 62983645-801 and contact the Corporate Planning Department. Marketing plan for a new hot pot restaurant 3
1. Company Overview
xx City "128" Mutton Shabu Hot Pot Restaurant is located at No. 120 Renmin Road, xx. You can take No. 31 in the city By bus, you can get off at the cross station in the city. The name of Grassland Fresh Lamb Restaurant may be relatively unfamiliar to ordinary diners. In inland cities like xx, such authentic Inner Mongolia mutton-shabu-shabu is even rarer.
128 was founded in December 2018 in Baotou, the “hotpot capital” on the prairie of Inner Mongolia. It has become an instant success with its novel three-flavor hot pot, unique five soup flavors, eight pot base combinations, high-quality Inner Mongolia special fresh lamb meat, strong traditional Chinese food culture and profound modern marketing management. . It has suddenly emerged in the fiercely competitive hot pot industry and has become a bright catering star.
Inner Mongolia 128 Catering Co., Ltd., headquartered in Baotou, Inner Mongolia, has registered a trademark with the State Administration for Industry and Commerce, and its new three-flavor hot pot and mutton processing technology has obtained two national patents. In December 2003, it was rated as a "Green Catering Enterprise" by the China Cuisine Association. With a high sense of responsibility and professionalism, Xianglaolou people build a brand with quality and seek development with integrity. At the same time, they have gradually formed a set of professional management models of franchise, planning, training, distribution, management, and marketing. Now it has developed more than 300 franchise stores and 90 regional general agents across the country. And it is rapidly expanding across the country at an unstoppable speed.
The company’s goal is: to build the first brand in China’s hot pot industry. The service tenet is: customer first, achieving 100% customer satisfaction rate in all aspects. Since Xian Lamb Lou was founded in 2001, it has continuously innovated its production concepts and established more than 300 franchise chain stores across the country. In the process of rapid development, the company has maintained a consistent style of being down-to-earth and steady, driving the improvement of the overall appearance of the company with a realistic and innovative style, and pushing the Xianlamolou chain business to a new level.
2. Environmental analysis
1. Macro/micro environment analysis
To understand the hotpot, you must first understand the hotpot. origin. The legend of hotpot mutton originated in the Yuan Dynasty. At that time, Kublai Khan, the founder of the Yuan Dynasty, commanded an army to go south on an expedition. During a march, he suddenly remembered the dish of his hometown - stewed mutton, so he ordered his men to kill the sheep and make a fire. The chef knew that he had a bad temper, so he cut off more than ten thin slices of meat with a flying knife, stirred it for a few times in boiling water, and when it changed, he immediately took it into a bowl and sprinkled it with fine salt. Kublai Khan ate several bowls, mounted his horse and led his army to meet the enemy, and he won the victory. When preparing for the celebration banquet, Kublai Khan specially ordered the mutton slices.
The chef hurriedly came forward and said: "This dish has no name yet. Please give me a name by the handsome man." Kublai Khan replied with a smile: "I think it will be called 'shabu-shabu mutton'!" From then on, "shabu-shabu mutton" became a palace delicacy. .
Shabu-shabu mutton requires fine knife skills, thin and complete meat slices, and palatable seasonings. Condiments generally include sesame paste, Shaoxing rice wine, soybean curd, chili oil, pickled chive flowers, braised shrimp oil, special soy sauce, etc. When eating, customers sit around the stove, put the mutton slices into the boiling soup and rinse them, then dip them in condiments and eat them as they go. It tastes delicious. Shabu-shabu mutton is suitable for all seasons, but especially in winter. There was heavy snow outside the window, and it was a cold scene; but it was steaming indoors, and a few friends were eating and chatting, which was another fiery scene. After hundreds of years of development, mutton-shabu-shabu has become a good and popular choice in people's daily dining out.
Donglaishun Restaurant, located near Dong'an Market on Wangfujing Street, has a long history and is the first choice for hotpot mutton. In addition, on the streets of Beijing and Shanghai, mutton-shabu shops can be seen everywhere, which is enough to show that mutton-shabu has occupied a high status in people's hearts. In mainland China like Xinxiang, mutton-shabu-shabu also has a strong appeal, which can be seen from people's enthusiasm for hot pot restaurants.
In inland cities like Xinxiang, people don’t have many opportunities to come into contact with grassland by-products. Compared with milk and other products that are very popular in the mainland, mutton-boiled meat has a strong appeal in the hearts of citizens. According to the survey, especially in winter, people really like things that can make people's bodies warm after eating, and hot pot is of course people's first choice. And warm supplements like mutton and beef are also beneficial to people's health.
Therefore, the objective environment in the xx area is very conducive to this newly opened fresh lamb restaurant. It is a good breakthrough to open a mutton-shabu restaurant when mutton-shabu is not very popular in Xinxiang. Market timing.
2. Competitors, opportunities and threats analysis (OT analysis)
In Beijing and even across the country, Donglaishun Mutton Shabu Restaurant is the famous and oldest mutton shabu restaurant. It was founded in 1903 by a Hui named Ding Deshan. Dong Laishun's method of scalding mutton has almost become a model for domestic mutton cooking. In 1989, the store's mutton-shabu won the Golden Tripod Award for System Quality Products from the Ministry of Commerce; in 1994, it was recognized as a halal-flavored food in the first national halal cooking technology competition.
But there is no Donglaishun branch in xx. xx City has a long history and the largest mutton-based hot pot restaurants mainly include the "Koufuju" hot pot restaurant located in the middle of Renmin Road in Xinxiang City and with its head office in Beijing. It was established in 1998 and has opened four branches in xx city. It has a strong influence in the hot pot industry in xx city. Jin Yong praised Koufuju’s mutton after tasting it at Koufuju’s Beijing head office. He kept talking and wrote an inscription in the store. The good food quality of the official restaurant has gained public praise. In addition, there are "Old Beijing" shabu-shabu restaurant, "Grassland Xingfa" hot pot restaurant, "Chang Laishun" braised mutton, Zhuyuan Hotpot City and other hot pot restaurants in xx, which have a certain influence in different areas of xx city. And good reputation and influence.
Under such fierce market competition, if 128 does not have certain unique advantages, it will be difficult to survive in such competition. Xian Lamb House has fully realized this and gradually developed its own shabu-shabu The unique preparation method of mutton is also the reason why the Inner Mongolian mutton has a different and pure taste under such cooking.
128 has a lamb production base of 10,000 acres. Every piece of lamb you taste is pure fresh lamb meat that is carefully selected, freshly slaughtered, processed and sliced. All fresh lambs are selected from lambs under one year old and refined through multiple processes such as acid removal, gluten removal, and detoxification. Its characteristics are that the meat is fresh and tender and does not age after being cooked for a long time. Regular consumption has the effects of nourishing qi and kidneys, nourishing yin and strengthening yang, warming the stomach and strengthening the body, especially for those who are recovering from illness. The first original three-flavor hotpot has been chained across the country, occupying a certain market and winning reputation. The mountain delicacy soup that comes with the store can only be drunk without being rinsed. It has the effects of nourishing the skin, nourishing the eyes, moistening the lungs, regulating qi, and eliminating toxins from the body. It is very suitable for office workers. The launched cumin red soup is bright red in color, spicy and refreshing, with a mellow and long aftertaste. It has the effects of appetizing and strengthening the spleen, dehumidifying and wind-removing, and eliminating fatigue. It is a commercial food for leisure activities on weekends. This product is oily but not greasy, spicy but not dry, and you won’t get tired of it after eating it for a long time. What people experience in the Xian Lamb Lou store is not only the delicious food, but also the meticulous and comprehensive service, which makes people feel as comfortable as eating at home.
It is such good products and services that are the foundation for Xian Lamb Lou now and in the future.
Adhering to the principle of treating customers as God and wholeheartedly carrying out services and business with customers as the center is a principle that every business must adhere to. 128 While doing this, neighboring competitors are also introducing new cuisines, new foods and new ways of eating of their own. Therefore, 128 must be aware of this, persist for a long time, and always be at the forefront of market competition.
3. 4P Analysis
In the marketing process of enterprises, 4P has a significant impact in this process. The 4Ps in the marketing mix concept are product, price, place, and promotion. The 4Ps (product, price, place, promotion) are factors that can be controlled in the marketing process and are also the main means for enterprises to carry out marketing activities. Their specific use forms the company's marketing strategy; how well they are used It will also profoundly affect the future destiny of the enterprise.
1. Product
As a hot pot restaurant, 128’s main products are undoubtedly hot pot-related products. The specialty of 128 is hot-boiled mutton, which is the advantage of Xian Lamb Restaurant and also the signature food that Xian Lamb Restaurant should focus on. In addition, all the food in Xian Lamb Restaurant should be centered on hot-boiled mutton. This is the direction that Xian Lamb Restaurant should adhere to now and in the future, and everything else should definitely be centered on this.
2. Price (price)
The store area of ??128 is 230 square meters, and the customer capacity is 150 square meters. Due to the size of this store and the consumption habits of people in xx city, fresh The per capita consumption in Lamb House is only 25 yuan per person. This price is completely acceptable to ordinary consumers. Therefore, compared to other large-scale stores, Xian Lamb Lou obviously has a certain price advantage. Xian Lamb Restaurant should seize this advantage and attract more middle and low-income consumers without reducing the quality of food and service.
3. Place
128 is located at No. 120 Renmin Road, Xinxiang City. Renmin Road is a newly built and prosperous street in Xinxiang, with a very large passenger flow, especially on weekends and At night, there are many consumers on this road. Some of the higher-end residential areas are very close to 128. In addition, the important geographical location of Renmin Road in xx and the developed surrounding transportation environment have brought certain advantages to the operation of Xianzilou, which is very conducive to promoting the company's culture and Establish a good reputation among the general public.
4. Promotion
In order to establish a good image and a solid foundation for the company in the short term, it is essential to adopt certain promotional methods, which will help people Understand the fresh lamb building; therefore, the promotional methods at the beginning of the opening are essential for corporate publicity. Publicity is an indispensable means for enterprises to expand their visibility, especially at the beginning of business. Enterprises must regard this as the focus of formulating marketing plans, and other activities should be carried out around this.
IV. Action
Talking on paper will not bring any benefits to the company. Only practical actions can bring benefits to the company. Xian Lamb Lou should formulate a marketing strategy that is consistent with the local environment based on its own objective situation to pave the way for the company's next development. Specifically, the following strategies can be adopted:
(1) At the beginning of the business, set up temporary or fixed stalls in markets, shopping malls, and communities. (You can also seek partnerships or retailers)
(2) Pull up banners and distribute leaflets near the store.
(3) Establish some mass organizations and issue discount cards, and you can get discounts when you use the card to spend.
(4) Establish close customer relationships. We will give a small gift to customers on their birthdays, wedding anniversaries, or when they are sick.
(5) When new products are launched, free gifts will be given in small bags.
(6) Invite local celebrities or government officials to visit, write inscriptions, and take photos.
(7) Organize local vegetarian cultural activities, such as gatherings for centenarians during the Double Ninth Festival, etc., to expand the influence of vegetarian food and stores.
(8) Carry out "love" and "filial piety" activities during holidays so that children can bring health to their parents.
(9) Participate in public welfare activities related to health, wellness, beauty, and fitness.
(10) Cooperate with local media during holidays to launch hot pot lectures, hot pot columns, and hot pot recipes.
5. Goals
While developing its business, the company should follow the enterprise spirit of "quality first, integrity supreme, great achievements and lasting success for thousands of years", and put " The two words "precision and sincerity" are the company's business philosophy, focusing on customers and pursuing the business purpose of "product quality is life, quality service is the foundation, modern management is the means, and customer satisfaction is the goal". On the basis of implementing the national quality management system, in order to maintain a good reputation and image, the Xianlamolou Corporation, headquartered in Baotou City, Inner Mongolia, distributes raw materials to chain stores across the country and implements unified management for all hotels. , strong technical guidance and supervision and services.
Adhering to the service tenet of "customer first, achieving 100% customer satisfaction in all aspects", constantly improving product quality, and ultimately achieving the corporate goal of "building the first brand in China's hot pot industry" is 128's struggle The direction is also a commitment to consumers.