How to make an advertising plan for a well-known snack bar?

Bread is the staff of life. "With the development of economy and the continuous improvement of people's living standards, the catering industry has sprung up like mushrooms after rain, and the phenomenon of' each leading the way for one or two years' has aroused the reflection and reference of most operators. For Dajutong Food City, there are more and more similar and run hotels in the market, and many direct and potential competitors make the competition in this industry extremely fierce. " Know yourself and know yourself, and win every battle. "Finding the entry point of competition, establishing appropriate market positioning and thoroughly shaping corporate image have become the magic weapon for enterprises to win.

Looking at the history of food development in Nanning, we can find that Sichuan cuisine and Cantonese cuisine, as well as overseas food culture, western food, Japanese food, Korean food and buffet, which caused an uproar in that year, have been successfully promoted in Nanning's food market. From these successful experiences, we can see that Nanning consumers do not reject the trendy food culture and distinctive consumption forms, but greatly appreciate them. This situation has greatly enhanced our advertising planning and investors' confidence in sales performance.

As far as the merchants currently operating are concerned, most of the merchants in the food industry in Nanning today operate with the theme of single food pie, and their scale advantages and comprehensive advantages are not obvious. Among them, it is worth noting that these types of businesses are small in scale and have obvious management advantages, and their styles, grades and brand images are deeply rooted in the hearts of the people. Therefore, this content should be listed as the competition point of this planning work.

Dajutong Food City will build an aircraft carrier of catering industry in Guangxi, and will launch advertising marketing with scale advantage, geographical advantage and comprehensive advantage as its main selling points. Its opening is bound to set off a gourmet consumption boom. In order to quickly occupy the Nanning catering market, improve the popularity of Dajutong Food City in Nanning catering industry, win the trust and recognition of consumers, and achieve the goal of long-term business prosperity. In order to achieve this goal, this plan is formulated for the reference of Dajutong Food City.

Second, market research.

The market research work of this planning case is divided into the following aspects: market background analysis, consumer psychological deconstruction, successful case analysis of news hype, market positioning, brand building and product route analysis.

1. Market background analysis

This year, Nanning's construction, real estate, automobile and other industries have shown an optimistic development trend for investors. What excites investors in the catering industry is that the adverse effects of SARS ended earlier than expected. Various food factions have gathered, the food industry is bound to rise again, and the consumer market also has the possibility and space to heat up. From the analysis of the current operating conditions of several leading companies in the food industry, consumers' demand for the food industry is increasing, and it can be predicted that there is still considerable profit margin for investing in the food industry, which undoubtedly enhances investors' investment confidence.

-A more comprehensive and large-scale food city will inject new vitality into Nanning's food industry.

2. Deconstruction of consumer psychology

Emperor's Brazilian BBQ, Green Cafe, Little Sheep, Old Sichuan, Mijia Japanese Cuisine, etc. are all in line with Nanning consumers' consumption psychology of pursuing benefits, novelty and enjoyment, and their sales performance is gratifying. From these successful cases that have been verified by the market, we can make clear the main commercial promotion strategies and operational ideas of this planning work.

-further satisfy the public's consumption psychology of pursuing freshness, affordability, taste and fashion.

3. The focus of news hype demands

In Nanning's food industry, brands that have achieved success through appropriate news hype, such as Sanpinwang, Carriage Six Hot Pot City, and recently Little Sheep, Sunshine Breakfast, etc. There are many examples of investors gaining commercial value in news hype.

-"sensational effect" and "topic effect" have been an important way in the process of commercial promotion, and also an important guarantee for market recognition and sales performance.

4. Market positioning, brand building and product line.

Further analyze the successful business planning cases of Nanning food industry. It is not difficult to find that food projects with strong cultural connotation, strong humanistic color and outstanding style characteristics are effective ways to succeed. Early successful examples, such as Louis XIII Western Restaurant, Beautiful China Ice City, Beauty Dating, etc. , as well as the nearest Green Leaf Cafe and Shandao Coffee. Among them, reasonable and clear market positioning, brand building and product line have become the key contents to be studied and considered in advertising planning.

-establishing cultural connotations, humanistic themes and style characteristics.

summary

1 further analyze consumer psychology.

2. Establish a news hype program.

Form of organizing activities and specific implementation plan.

4 brand image setting.

5 target social effect.

6 consumer group positioning.

7 Seek more attractive cultural connotation.

8 the establishment of enterprise CI.

Further explore the advantages and characteristics of Dajutong Food City.

What qualities, feelings and ideas does 10 give to Giant Communication?

1 1 the ideological appeal and conceptual direction of soft-text hype.

12 determine the unified publicity image. (Color matching and slogans of newspaper advertisements and outdoor advertisements)

13 further analyze the current situation of competitors to obtain more favorable strategic points.

In order to formulate the correct strategy and guide its implementation in a short time, we must fully understand the market situation of the brand, and fully enter the living conditions of local people and integrate into the lives of local consumers, so as to formulate strategies and implementation plans that conform to their lifestyles and psychology.

Therefore, this case thinks that the specific contents of the above work focus need further serious communication and cooperation with your company, and on the basis of more in-depth and objective market research and analysis, a more feasible and correct advertising planning scheme can be completed.