Marketing planning scheme of milk tea opening activities

In order to ensure the smooth and successful activities, it is often necessary to make an activity plan in advance, which is actually a written plan for activities. How should we write the activity plan? The following is the marketing plan for the opening of milk tea, which I have compiled. Welcome to read and collect. Marketing plan for the opening of milk tea 1

Event name:

Opening of XXX milk tea shop Event time:

2xx May 1th, 11th and 12th (tentative) Event location:

Intersection of Bayi Road and Guangba Road Event object:

Focusing on the market of young people aged 15-25, students will focus on customer groups. Purpose:

activity overview:

opening promotion is the most important of all promotional activities, because it is only once, and it is the first contact with potential customers. Customers' impressions of the goods, prices and services of the store will affect whether they will come again in the future. Make use of repeated regional intensive promotional activities to make them penetrate into business policies, goods and quality services, and make sure that customers know the existence of new stores.

activity content:

store opening promotion

1. build momentum for opening through decoration

create customers' expectation and curiosity, and build momentum for the upcoming opening. Make a conspicuous large-scale ink painting, a temporary advertisement, and the content is the image promotion of the soon-to-be-opened thumb milk tea shop. Or pull a banner that says: How many days before the opening of XXX milk tea shop, which will arouse customers' expectation and curiosity and create momentum for the upcoming opening.

2. Make use of the weekend to create momentum for the opening of the business

To satisfy customers' herd mentality, Friday and Saturday are the best time to open the business. These two days in a week are the two days when people have the most consumption demand and the most people flow. Customers have herd mentality and like crowded places. Third, use leaflets to create momentum for the opening of the store

attract customers into the store with preferential promotion schemes. The contents of the promotional leaflets for XXX milk tea activities include: measures to reward guests for opening the store, courtesy when entering the store, praise points cards, store address and contact number. Two dispatchers, dressed in overalls and drapes, printed the name of the store on the drapes and distributed leaflets at the nearby streets or campus gates with heavy traffic. Words: When the new store opens, please come to the store to taste it. Fourth, promote the opening by promotion (optional)

1. On the opening day, there is a 2% discount on the whole audience's milk tea, and during the special three-day opening period, buy one get one free (9: -1: , 12: -13: , 17: -18: )

2. Anyone who enters the store to buy milk tea on the opening day. (Only one copy for each person, please leave your name and mobile phone number)

3. On the opening day, all customers above 1 yuan who come into the store to buy milk tea can get a credit card of praise for free, and after spending one like at a time, they can get a cup of milk tea for free after collecting ten likes. 4. On the opening day, customers who come into the store to buy milk tea can have a free scratch. The scratch content includes: to offset the consumption in .5 yuan and to offset the consumption in 1 yuan. (The maximum consumption is 1 yuan, and only one can be used at a time)

5. Make use of the atmosphere to create momentum for the opening

1. Put up POPs, put up posters and product pictures in the store, arrange tables and utensils for tasting in front of or in the store, and send out leaflets in front of the door.

2. Dynamic music will be played on the opening day, the host will publicize the preferential activities on the opening day, and the auspicious time will be selected to cut the ribbon;

3. The door of the store is decorated with white and purple balloon arches, and the opening baskets are placed on both sides of the door.

Expected effect of the activity:

On the opening day, give consumers a good opening gift and expand their influence, and the turnover can directly exceed 2, yuan. In the future, with the brand influence brought by the opening promotion activities, the performance can be stabilized at a considerable amount.

materials needed on the day of the event: balloons, arches, opening baskets, red satin, stereos, microphones, presenters, gifts, like-it-yourself cards, and draperies. Chapter 2

In order to let consumers know about the products in the store and gain popularity, a series of promotion methods are used to attract customers to spend in the store, stimulate the interest of potential customers, expand market share and improve market share.

1. Free membership card and free drink tasting activities were launched at the initial stage of opening the store

(1) The purpose of the activities was to let customers taste the juice and quickly enhance their popularity; Let customers benefit from the store and quickly enhance their reputation; Let customers remember the store, come next time, and quickly improve sales performance.

(2) The best time is: three days before the opening of the store

(3) Information publicity channels:

① Hang a banner at the door of the store: "This store is newly opened, and free tasting activities will be launched three days before the opening of the store, and the top 5 customers can enjoy free membership cards every day".

② Distribution of leaflets

③ Online advertising

(4) Contents: Within three days before the opening of the business, the top 5 customers can apply for membership cards free of charge every day, which can be used for points. When a cup accumulates to 1 points, we can give a limited cup of freshly squeezed juice or redeem small gifts according to the number of points. The glass for free tasting is a standard small glass of 5ml. You can taste it for free when you apply for a membership card, and you can introduce other products of our store to customers by the way to increase their understanding of the products. At the same time, it also expands product popularity through word-of-mouth communication.

2. Distribute leaflets

(1) The best time is: one week before the opening of our store

(2) Location: a place with a lot of people nearby

(3) Mode: at the school gate during the rush hour

(4) Design of leaflets: The overall principle should be different, and the content and pattern should be attractive enough

.

4. Network marketing

Through Weibo WeChat, or with the help of WeChat marketing tools. Chapter 3

Marketing Plan for the Opening of Milk Tea 1. Business Strategy

(1) Raw materials are strictly controlled in quality, and original natural resources are selected to ensure the authentic and authentic taste; Grasping the proper proportion of milk, tea and water is the solution to the problem of material selection and proportion

(2) There are a wide range of products: bubble tea has a variety of tastes, including coconut milk tea, strawberry milk tea, taro milk tea, green apple milk tea, oolong milk tea, matcha milk tea, Yuanyang milk tea, lemon milk tea and many other series, which cater to everyone's taste and are very popular. In addition, in addition to milk tea, there are also fruit juice sales.

(3) The market positioning is good, cheap and ready-to-go milk tea drinks.

(4) Price In terms of price strategy, the price of products is lower than or equal to that of peers, which is in a passive state, and the pricing follows closely the same industry.

(5) The channel mode of franchise stores is mostly adopted. Moreover, the joining of tea shops has always appeared in the form of chain operation. The main channel model is: head office-franchise stores-consumers.

(6) consumers are close to the target consumer groups. Because the target consumers of tea shops are mostly college students, their stores are mostly located near major colleges and universities, and they have won more popularity by taking advantage of the close ties between colleges and universities and word of mouth.

marketing mix strategy

product strategy: targeted at fashionable, healthy and leisure drinks.

price strategy: set the corresponding price according to the pricing of competitors and the production cost of their own products.

distribution strategy: store sales are the mainstay.

promotion strategy: take corresponding promotion activities according to the specific sales situation and festivals.

second, promotion strategy:

increase promotion efforts and strengthen the contact between target customers and enterprises. Tea shops should seize

a good opportunity to live in the milk tea market with a wide and profitable space, rapidly expand the service scope, enhance the market share, grow from small to large, and finally firmly occupy the school milk tea market. The action plan designed to achieve this goal is:

1. Try your best to improve the service quality and improve the service attitude.

2. Constantly strengthen the publicity for students and enhance their customer loyalty to tea shops.

3. Constantly innovate, improve and increase the varieties of milk tea to meet the needs of students.

4. There are many rivers running into the sea. Add a suggestion book in the store so that students can put forward or write their opinions or suggestions directly.

5. timely launch the promotion strategy.

(1) Promotion information is open and networked. College students are the target customers of tea shops. In view of young people's habit of surfing the Internet frequently, an information communication platform for colleges and universities is established by using information network technology. On this platform, a forum area is provided for students to put forward opinions and suggestions on the products and services of enterprises and distribute the latest promotional information on the network platform in time.

(2) personnel promotion. When necessary, you can distribute promotional leaflets near colleges and universities, which is the most direct means of publicity.

(3) Improve the loyalty of key consumers and focus on cultivating consumers' satisfaction. Establish franchise stores and implement integral promotion. Generally, the promotion of points is set with prizes of average value. Consumers can get a cup of milk tea by purchasing or participating in an activity for many times to gain points or accumulating a certain score.

(4) provide commercial sponsorship. Participate in the sponsorship of large-scale activities of the school to develop the main target market of the beverage market and improve its popularity in the target market. Such as sponsoring the school sports meeting, sponsoring a public relations speech contest, etc.

(5) discount. Give customers some discounts regularly, so that consumers' desire to buy can be stimulated to the greatest extent. For example, give some price discounts during the golden week of May 1 and November;

(6) Advertising promotion

A. Newspapers and campus magazines. Put advertisements in the weekly newspapers and magazines of schools. Advantages: large amount of information, easy to carry, save and high reading rate. Its introduction pays attention to "popularization"-making readers learn something after reading it.

B. leaflets. Print leaflets in schools and roadsides to improve brand awareness.

C. when providing commercial sponsorship, indicate the name of the store on the banner.

D. Adding Xuan Xiao Cup to the storefront to taste milk tea for free can not only make it convenient for students to taste and understand the taste, but also make students leave a good impression, thus playing the role of publicity and indirect promotion in the crowd, killing two birds with one stone. Chapter 4

1. Membership system of milk tea shop:

Generally, there are activities in the opening shop of milk tea shop. For example, you can give away a membership card for how much you spend, which can be offset when you come back to the store for consumption. There is also a member day set on a certain day of a month or a week, which will better stimulate consumers and expand consumers.

2. Holidays in tea shops:

Valentine's Day and holidays are always the peak period of tea shops in a year. We can launch tea promotion activities to attract consumers' attention, and think of a series of activities such as "half price for tea, buy one for one, get one free". I believe consumers will not turn a blind eye to this kind of food temptation.

3. Credit card of milk tea shop:

When customers want to pay the bill, we can give the business card of the credit card appropriately, telling customers how many points a cup of milk tea has and how many points can be accumulated to exchange milk tea. This kind of activity is very efficient for repeat customers.

how to promote the newly-opened tea shop? The above are some strategies for promotional activities. Of course, in order to gather popularity, we should come up with fresh ideas from time to time to attract customers' attention and add popularity to the store.

4. Entrainment in newspapers

The advertising method of using newspaper to include leaflets is different from that of newspapers and TV advertisements. Most of its advertisers are retailers, and their target range can be concentrated in the business circle in the store.

5. Message draft

The message draft is different from other advertisements in that it is free of advertising fees. The so-called "in principle" is because some weekly magazines and magazines charge fees or match fees for advertising, so not all news releases are free.

6. POP advertisement

Make your own POP advertisement (storefront advertisement). POP advertisements include: outdoor POP such as market signs, sample windows, and indoor POP such as menus placed on tables and posted on walls. Outdoor POPs can't be made by themselves, but indoor POPs can be creative and made by themselves.

7. Employees' work clothes

The milk tea shop can customize uniform clothes and print the name of the milk tea shop on it, which can achieve the effect of free advertising when employees go to work and take out food in sogou.

8. Take-away promotion

All the owners of milk tea shops know that they do take-away promotion. In China, take-away is mainly McDonald's, KFC and Pizza Hut international fast food giants, Chinese fast food brands such as Kungfu, traditional Chinese food such as Haidilao, and even a number of professional take-away websites have appeared that combine the traditional milk tea industry with e-commerce in the new era.

whether it's in-house food or take-away, customers' demands for milk tea consumption will not be divorced from the three main lines of "hygiene, delicious, fast and convenient, and business catering". It's just that the take-away business puts forward higher requirements for the tea shop because of its special requirements in the physical space, atmosphere, food delivery speed and service time of personnel.

9. Group purchase promotion

In recent years, group purchase milk tea has quickly become popular among urban white-collar workers with its gorgeous recipes, ultra-low discounts and convenient purchase methods. Following the large-scale online shopping of goods, the milk tea service with strong regional characteristics took the online express through the group buying network. Common group buying websites include Handan.com, glutinous rice.com and so on. Generally, discount coupons are used to promote sales on group buying websites, and customers can buy discount coupons to shop for consumption.

in the group buying network, you can introduce the main information of the milk tea shop, such as the specific date, how to get there, the introduction of the milk tea shop, the introduction of the signature items, the use period of the coupon and so on. Chapter 5

"Getting off to a good start" is particularly important for a new store! A successful opening activity will greatly shorten the market introduction cycle of a new brand, and play a very important role in expanding brand awareness and enhancing market share.

Analysis of milk tea market:

1. The milk tea market has a large capacity, but the current market competition is becoming more and more fierce;

2. The price of milk tea is still the main factor affecting sales, but it is not the decisive factor;

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