Ask for an ice cream plan

Preface to Le Cocoa Ice Cream Planning Book

Like ice cream has an attractive taste and has its own excellent power to create this taste.

Can I go to Paris only when I am in love? Single people, please pack your bags and start at once. Holding a big ice cream ball in his hand, he licked it slowly and unscrupulously on the Champs Elysé es. Love a place without a reason, and love an ice cream without a reason. The sun is shining outside the window, the young mind is free, and the afternoon love is warm and sweet, just like a soft chocolate cake. Step into Le Coco ice cream, have a cool ice cream with strong coffee and a little bit, which is infinitely pleasant. Taste Lecoco, always tempting taste and experience! You can choose to taste Lecoco from hundreds of flavors, which is a taste that is tempting to experience all the time. The attractive taste of Lecoco ice cream has its own excellent building power!

The ice cream we provide mainly includes fruit series ice cream, freshly ground yogurt series, ice porridge, shaved ice, smoothies series, hot and cold drinks series, chocolate series, cartoon jelly series, romantic series and DIY series. The DIY we provide is not only a variety of ice cream series, but also a service we provide, that is, in our spare time, the creative shop of our Institute of Chemical Technology will hold some live exhibitions or teach customers to try to make their own personalized ice cream.

The ice cream we provide mainly includes fruit series ice cream, freshly ground yogurt series, ice porridge, shaved ice, smoothies series, hot and cold drinks series, chocolate series, cartoon jelly series, romantic series and DIY series. The DIY we provide is not only a variety of ice cream series, but also a service we provide, that is, in our spare time, the creative shop of our Institute of Chemical Technology will hold some live exhibitions or teach customers to try to make their own personalized ice cream.

The ice cream provided by our creative shop in the Institute of Chemical Technology is simple, fashionable, romantic and delicious, which is a new life proposition strongly advocated by blue-collar and white-collar workers (such as teachers in the Institute of Chemical Technology), young students and fashion couples. The goal of our ice cream shop is to provide customers with the most comfortable, assured and happy service.

The first chapter analyzes the characteristics of ice cream industry.

Product overview

The "beauty" of ice cream, as pure as winter snow, blends into the interesting shadow of childhood snow absorption; Ice cream is "brilliant", just like flowers in spring, full of youth and romantic love; Ice cream is "mellow", as thick as autumn fruit, and contains the satisfaction of pleasant taste. When the summer heat wave strikes, when even people are about to be evaporated by the sun, only Lecoco ice cream can comfort people the most! Whether it's coconut ice cream, AD calcium cartoon ice cream, selenium-enriched ice beauty ice cream, handmade chocolate or fashionable whistle drink or wind ice products with Southeast Asian sentiment, it can match your different moods and ensure that you can enjoy them one by one! Besides these delicious ice creams, there are other food series that you can't put down.

Since its establishment, Ricoh has always adhered to specialization, standardization and standardized operation. It is this business model that makes Lecoco qualified to stand at the peak of ice cream production and sales forever, and is proud of some new forces, so that Lecoco ice cream has always maintained a good taste and a loyal consumer group. Coconut ice cream is the first in the industry.

Unique formula and strict selection of materials

Li Keren knows that the formula is the soul of ice cream, and the raw material is the spirit of ice cream. Only by mastering the exclusive formula and having first-class ice cream powder can we produce products with unique flavor. Therefore, Lecoco has been using the exclusive formula base more than 400 years ago. Lecoco is made of high-quality pure natural ice cream powder, adopts world-leading biotechnology, and has obtained FDA certification from the European Union and the US Food and Drug Administration. It is delicate, green, healthy and rich in milk fragrance, and it is the top grade in beauty beauty.

Advanced technology, delicious cheats

Adhering to the unique password for more than 400 years, many doctors, nutritionists, pharmacists and tasters have carefully studied the concentration, temperature and basic materials of ice cream, and adjusted the ice degree, sweetness and lubricity to the most ideal state. Before each product comes out, there will be a special nutritionist to evaluate its nutrition, and a professional sommelier to test its taste, and then make continuous improvement according to the taste characteristics of the public until it is accurate, so as to ensure that the reputation of the product after listing reaches 100%.

Second, the market analysis

★ China's per capita consumption of frozen drinks is 0.9 kg, of which the per capita consumption of ice cream is only 0.4 kg, which is far from the world's per capita annual consumption of ice cream 1.3kg and North America's per capita annual consumption of ice cream 1.05kg, indicating that the profit margin of China's ice cream industry is huge.

★ The output of ice cream in China increased by 12 times in 10, and the annual growth rate exceeded 10%. The annual sales volume has reached 1.6 million tons, and the current annual sales volume is about 23 billion. Some experts estimate that by 2006, the ice cream market capacity in China is expected to reach 40 billion yuan. The huge development potential has made many enterprise giants invest heavily in the ice cream industry.

★ In foreign countries, ice cream has always been a snack with no seasonal differences. Now, in China, ice cream has finally been renamed, and the seasonal consumption difference has gradually disappeared. In some big cities, ice cream has become a seasonal food.

After a simple investigation, we found that any fast-moving consumer goods is an amazing big business, and ice cream is no exception, with annual global sales of 654.38+04 billion RMB. The ice cream market in China is growing very fast. At present, the per capita consumption is two liters (equivalent to 25 to 30 ice creams), and it is expected to increase to six liters in the next 10 year. China will become the largest consumer of ice cream in the world.

At the same time, new brands appear constantly, and marketing models emerge one after another, which makes people see things in a blur. In addition to brand and taste, price has also become the main way for businesses to compete. Under the condition that the ice cream market is increasingly subdivided, the sales link plays an increasingly important role. As different consumer groups are locked by manufacturers, sales channels have become another "battlefield" for ice cream enterprises to compete. The channel dispute has begun to surface, and the battlefield of competition is constantly shifting and changing, entering the stage of all-round competition.

In 2005, Le Coco American ice cream store landed in China, rewriting the history of ice cream in China.

Chapter II Analysis of the Development Environment of Ice Cream Industry

Macro environmental analysis

In recent years, the ice cream market in China has developed rapidly, and its products have increased by 16 times in 10 years. According to the latest market survey statistics of the National Bureau of Statistics and China Catering Association, in 2009, the production and sales of ice cream in China exceeded 2.8 billion kilograms, with sales exceeding 40 billion yuan, while the per capita consumption of ice cream in China was only 1.7 kilograms. Especially, the ice cream market in winter is only 1/30 in summer, while the ice cream market in the United States is 1/3 to 1/2, and the per capita ice cream consumption in North China is as high as 15 kg. Therefore, the growth space of the market is still quite huge. Many experts predict that by 2065, the retail volume of ice cream in China will exceed 5 billion kilograms.

With more and more people like ice cream, people's consumption habits, consumption psychology and consumption patterns of ice cream have also changed greatly. Eating ice cream is not only for heatstroke prevention and cooling, but also for leisure, entertainment and fun. It pursues more novel, peculiar and exciting tastes and pays attention to green health.

Now people eating ice cream has become a kind of leisure and enjoyment, representing a way of life and a young heart. All brands are promoting the brand value of happiness and enjoyment, but ice cream is not a necessity. Making ice cream is not based on how much consumers need. How to get close to consumers' emotions and psychology and do a good job in the market by increasing added value for consumers will become the key to determining the outcome of the market.

Consumers report that ice cream is getting better and better now, but it is getting greasy in summer. Isn't eating ice cream in hot summer just to quench your thirst? But now the ice cream on the market is getting thirsty. Years of competition have entered a misunderstanding, which not only changed consumers' consumption concepts and tastes, but also led enterprises themselves astray, forgetting that the purpose of marketing is to meet consumers' original needs. This deviation actually creates a new market, but forgets the most primitive market and function of ice cream-quenching thirst. The most primitive market has become a blank market and a new opportunity.

The mainstream consumers of ice cream are teenagers. Whether ice cream tastes good or not depends on the taste. There are hundreds of different flavors of "Le Coco" ice cream, which are not tasteless at all due to the loss of fat and the lack of sucrose. This is because every day, "Le Coco" professional ice cream flavourers will mobilize all the taste buds, distinguish the subtle taste differences of each raw material, and carefully create a healthy (fat-free and sugar-free) "Le Coco" ice cream with thousands of tastes and feelings.

Microenvironment analysis

As an ice cream market, we should first consider the competition on campus, and fully understand who our competitors are in the target market, what their competitive strategies are, how their strength compares with their competitors, and their competitive position and reaction types in the market. As a supplier and marketing agent, since Leko can invest in chain stores, the resources are directly provided by the headquarters.

Secondly, the most difficult price among the controllable factors is related to the profit level and economic benefit of the enterprise, thus affecting the product output and market supply of the enterprise. On the other hand, the price affects the product demand. When formulating price strategy, consumers' understanding of price and value should also be considered, because this directly affects their buying behavior. If they think the price is higher than the value of the product, they will not buy the product. Marketers must analyze consumers' buying motives. The fixed price cannot be too low without profit, nor too high without demand. It must be somewhere in between and set a maximum limit. Enterprises must also consider the price of competitors and other internal and external factors to determine the best price.