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Give you an "Yi Xin Yi Ke Advertising Copy" for your reference

Foreword:

The Yi Xin Yi Ke brand was founded in 2000, formerly known as (Grandma Heart Restaurant) officially renamed all its restaurants to Yixinyike in 2005. It has a history of 10 years and has more than 30 Yixinyike direct franchise chain stores with nearly 1,000 employees. Over the past 10 years, Yixinyike has been highly praised by all walks of life for its superb technology, excellent quality, enthusiastic service, high-standard hygiene, fast, healthy, nutritious and delicious business style, and has become one of the popular fast food .

Since Yixinyike entered the Chongqing market, it has quickly established a foothold in the Chongqing market with its nutritious and delicious food, and is deeply loved by Chongqing citizens. In recent years, there have been a series of fast food restaurants in the Chongqing market. Such as: rural base, food pier, etc. As market competition becomes increasingly fierce, how can Yixinyike occupy a dominant position in the market on a large scale? This requires a series of integrated promotion plans.

1. Market Analysis

1. Development and Current Situation of Catering Market

Since the 1990s, China’s fast food industry has gradually appeared on the market. In the 19th century, fast food quickly established a foothold in the market with its superior convenience and diversification of types. Then more and more fast food restaurants gradually embarked on the road of brand chain.

2. Consumer analysis

With the rapid development of modern society, people’s consumption habits have also begun to undergo earth-shaking changes. Fast, convenient, hygienic and nutritious fast food has become a fast food. The first choice for those who live a rhythmic life. Mainly young and middle-aged people, in an increasingly stressful living environment, are more willing to choose convenient and delicious fast food. The market prospects of fast food chains have absolute room for development.

2. Marketing strategic planning of One Heart, One Customer

(1) Marketing objectives of One Heart, One Customer

1. Promote the unification of brand and product information.

2. Focus on improving the reputation and loyalty of the brand. Based on the long-term development of the brand, we enhance the brand's public relations image and enrich brand assets through public welfare activities and public relations planning.

3. Establish a positive brand relationship. Communicate with consumers through diversified communication tools, and provide effective and distinctive communication to target groups.

4. Effectively enhance market influence. Through close cooperation with sales work (especially channel work), we can build publicity momentum and increase sales and market share.

(2) Integrated marketing and promotion plan with one focus on one customer

1. Promotional activities

Although One Heart One Customer has many loyal consumers, there is always an unchanging rule in the hearts of the public: delicious food. Discounts. Lots of purchases

The magic that the object-lovers cannot resist. Therefore, we recommend launching some discount information, as follows:

1. Promotional activities are mainly conducted during major holidays and weekends, such as Teachers' Day, Mid-Autumn Festival, National Day, etc.

2. The place where discounted DM orders are placed (certain print advertisements in elevators can also be considered) are generally located in squares near office buildings where large crowds gather. Because consumers generally choose to consume according to the principle of proximity.

3. DM orders are mainly placed in the morning and noon. Because it is most accessible to office workers in the morning (it also applies to other groups of people), and at noon when office workers are confused about what to eat, it gives them one more choice, which is more targeted. (Posters outside the store are also necessary)

4. It is recommended to add a membership mechanism and apply for membership cards for consumers, so as to achieve the ultimate goal of consumers forming a sense of brand belonging to one customer.

3. Development of public welfare activities

In today's society, people's attention to public welfare activities has greatly increased, and many companies and brands have participated in them. Through the development of public welfare activities, not only the media exposure is increased and the brand is promoted subtly, but also a good brand image with a sense of social responsibility is established in the minds of consumers.

For example: Wanglaoji, Nongfu Spring, Fenbid. . . . . . Its public welfare undertakings are fully integrated with the brand image, and the public welfare spirit is integrated with

product promotion throughout. The topicality of the public welfare theme achieves the greatest auxiliary effect in brand promotion and achieves the greatest publicity effect. maximize.

For the public welfare theme activities of One Heart One Guest, we recommend planning corresponding public welfare theme activities at different promotion stages based on the corporate cultural spirit of One Heart One Guest, and combining them with hard brands through the dissemination of news media. The placement of advertisements can effectively and quickly spread the brand image of one heart and one customer.