Model essay on marketing planning of small catering industry

Marketing refers to the process that enterprises discover or explore the needs of potential consumers, make consumers understand products, and then buy products. The following is the Model Paper on Marketing Scheme of Small Catering Industry compiled by me for your reference only. Welcome to read it.

Marketing Planning Model for Small Catering Industry August 15 is the traditional Mid-Autumn Festival in China and the second largest traditional festival in China after the Spring Festival. August 15th is in the middle of autumn, so it is called Mid-Autumn Festival. The ancient calendar in China called August in the middle of autumn "Mid-Autumn Festival", so the Mid-Autumn Festival is also called "Mid-Autumn Festival". Mid-Autumn Festival has always been a good time for hotels and hotels to promote sales, and it is also the best time to stimulate consumers and consumption. On the one hand, this activity is to get better profits, on the other hand, it is also to strengthen the external image of the restaurant and deepen the impression of the restaurant in the eyes of consumers.

I. Target market analysis

The customers of this hotel are mainly middle and upper-class people and government officials, but many of them are private consumers, which requires the hotel to take into account the personal interests of those private consumers on the basis of improving the grade.

Second, the pricing strategy

1, meals can basically maintain the original price, but considering the price of some meals related to Mid-Autumn Festival, you can use discounts (recommended) or directly reduce the price.

2. For high-priced meals, it is recommended to combine the reduction of distribution and price reduction.

3. The Mid-Autumn Festival package (explained below) should not be too expensive, and the per capita consumption should be controlled at 20-30 yuan (excluding drinks).

4. The prices of other drinks and other services can be flexibly changed according to the actual situation of the hotel, reaching the lowest price around the Mid-Autumn Festival (but according to the hotel's net profit).

Third, marketing strategy.

1. Making Mid-Autumn Festival special packages can be divided into three categories according to the actual situation, including meals for two and meals for three. The theme should reflect family reunion, and you can send moon cakes (the price does not need to be too high).

2. If the family members' birthday is August 15, they can enjoy a 50-60% discount when dining in the hotel with valid certificates (household registration book and ID card) (according to the actual decision of the hotel). It is recommended to recommend Mid-Autumn Festival package to them.

3. If the mobile phone and fixed telephone number are 8 15 (in the _ _ area), you can enjoy a 5-6 discount when dining in the hotel with valid documents (household registration book and ID card) (according to the actual decision of the hotel). It is recommended to recommend Mid-Autumn Festival package to them. The hotel had better contact these people directly.

As there is no accommodation service in this hotel for the time being, we can join hands with other large hotels focusing on accommodation to introduce customers to each other, which can increase the customer base and reduce some related expenses. For these customers, you can pick them up by car, and it is also recommended to recommend the Mid-Autumn Festival package to them.

5. Send some small gifts related to Mid-Autumn Festival after dinner (the name, telephone number, address and website of the hotel should be printed on them).

6. The activity will be held from August 10 to August 20th of the lunar calendar.

Fourth, promotion strategy.

1. Place outdoor advertisements at the entrance of the hotel, near the railway station and bus station (outdoor advertisements are mainly in the form of painting and banners).

2. TV, street banners and newspaper advertisements are combined.

3, you can try the mobile phone, the focus of mass sending is the old customers of the original hotel, pay attention to the use of appropriate language, mainly introduce the latest activities of the hotel.

4._ _ Make pop-up box advertisements or larger FLASH animation advertisements or banners. The processing of web animation and pictures must be consistent with the marketing content.

5. Flyer advertising is ok, but the quality of flyers must be high.

Note: You can select the above advertisements at the same time. Promotion focuses on urban areas and can also be extended to surrounding counties and cities. The minimum advertising audience should be 6.5438+0.5 million.

Verb (abbreviation for verb) Other related strategies

Security guards must ensure the safety of the hotel; Specify some incentive policies for waiters and related staff to arouse their work enthusiasm (this part can be refined later); Put some high-end music in the hall; The speed of serving must be fast; The layout of the hall does not need to be too luxurious, but it should be beautiful and generous, showing the flavor of the Mid-Autumn Festival.

Effect prediction of intransitive verbs

If the promotion and related services are in place, the income will be at least 1.5 times of the usual income.

Seven. Other suggestions

1, equipped with a computer in the service hall to keep some key customer information at any time.

2. Enter the customer's information into the database with the consent of the customer (the key is the customer's name and mobile phone number) for future promotion services (this content can be refined later).

3. Make the hotel website as soon as possible. Websites must be made by professionals. Domain names should be simple and easy to remember. The design of the web page should reflect the characteristics of the hotel, mainly in warm colors. It's best to have big FLASH animation on the home page, as well as news release system, on-line marketing, customer message board, customer forum, employee entertainment and so on. Enhance the hotel's popularity through online marketing (the biggest advantage is that it is popular and has low cost).

In order to improve the performance of xx restaurant, the marketing planning model of small catering industry has formulated the following marketing plan.

I. Target market analysis

Target customers, that is, consumers. For example, mainly middle and upper class people and government officials, but many of them are private consumption, which requires hotels to take into account the personal interests of those private consumers on the basis of improving their grades.

Second, the pricing strategy

1) meals can basically maintain the original price, but some meals related to Mid-Autumn Festival can be discounted (recommended) or directly reduced.

2) For high-priced meals, it is recommended to combine reduction with no reduction.

3) Holiday packages can be implemented, such as New Year's Eve dinner, Mid-Autumn Festival reunion dinner and Valentine's Day package. The price should not be too high, and the per capita consumption should be controlled at 23-50 yuan (excluding drinks).

4) The prices of other drinks and other services can be flexibly changed according to the actual situation of the hotel, and reached before and after the festival (but according to the hotel's net profit).

Third, marketing strategy.

1) Make Mid-Autumn Festival special packages, which can be divided into three categories according to the actual situation, including meals for two and meals for three. The theme should reflect family reunion, and dishes, snacks and moon cakes can be given according to different festivals.

2) According to the valid birthday certificate on the day of the festival, you can enjoy special discounts and free meals, such as National Day, Mid-Autumn Festival, Dragon Boat Festival, Spring Festival, Lantern Festival and Qixi Festival.

3) If the mobile phone and fixed telephone number are holiday dates, you can enjoy a special dinner discount at the hotel with valid certificates (according to the actual decision of the hotel). Suggest recommending them a holiday package.

4) Because the restaurant has no accommodation service, it can join hands with other hotels that mainly provide accommodation to introduce customers to each other, which can increase the customer base and reduce some related expenses.

5) Send some small holiday-related gifts after dinner (the name, telephone number, address and website of the hotel should be printed on them).

6) Activities will be held 2-3 days before and 2-3 days after the festival.

Fourth, promotion strategy.

1) Place outdoor advertisements at the entrance of the hotel, near the railway station and bus station (outdoor advertisements are mainly in the form of painting and banners).

2) Combination of TV, street banners and newspaper advertisements.

3) Try SMS advertising, focusing on the old customers of the original hotel, paying attention to the use of appropriate language, and mainly introducing the latest activities of the hotel.

4, network marketing, network promotion, you can also make a window frame advertisement or a larger FLASH animation advertisement or banner on the corresponding website. The processing of web animation and pictures must be consistent with the marketing content.

5) DM leaflets are also acceptable, but the quality of leaflets must be high.

Note: You can select the above advertisements at the same time. Promotion focuses on urban areas and can also be extended to surrounding counties and cities. The minimum advertising audience should be 6.5438+0.5 million.

Verb (abbreviation for verb) Other related strategies

Security guards must ensure the safety of the hotel; Specify some incentive policies for waiters and related staff to arouse their work enthusiasm (this part can be refined later); Put some high-end music in the hall; The speed of serving must be fast; The layout of the hall does not need to be too luxurious, but it should be beautiful and generous, showing the festive atmosphere.

Effect prediction of intransitive verbs

If the promotion and related services are in place, the income will be at least 1.5 times of the usual income.

Seven. Other suggestions

1) Equipped with a computer in the service hall to keep the information of some key customers at any time.

2) Enter the customer's information into the database with the customer's consent (the key is the customer's name and mobile phone number) for future promotion services (this content can be refined later).

3) Maintenance of the hotel website, the website must be made by professionals, the domain name should be simple and easy to remember, the webpage design should reflect the characteristics of the hotel, the color should be mainly warm, and there should be news release system, on-line marketing, customer message board, customer forum, staff entertainment and so on. Enhance the hotel's popularity through network marketing (the advantage of network marketing is that it is influenced by many people and has low cost).

Xx network marketing is a brand of network marketing communication operation under xx Media, and it is the first time that xx Media adopts 36 1 network integrated marketing communication mode to implement network marketing. Focus on traditional media, such as community advertising, DM direct investment, bus body advertising, bus shelter advertising and network-optimized network marketing, network integrated marketing, blog marketing, video marketing, forum marketing, Baidu marketing, email marketing, store marketing, network marketing outsourcing, search engine optimization, website construction, network SEO, website optimization, website promotion, website hosting and internal training of network marketing team. In the implementation of integrated marketing,

Small catering marketing planning Fan Wensan The following is the catering marketing planning of xx Hotel:

First, the market positioning

Looking at the current catering market, the competition is very fierce, and all stores are trying their best to achieve their marketing goals through various means. Therefore, we urgently need to make a marketing plan immediately, fully implement the sales strategy and tactics, and create higher benefits for the hotel.

Geographically, this hotel does not occupy a considerable advantage. It is neither in the bustling downtown nor in the high-end business district, but it can still be used, that is, there are no decent hotels in the development zone, and the hotels are surrounded by major factories and enterprises. This shows that the hotel has great development potential, but it can not be separated from its core advantage, that is, its products must take a characteristic route. Now the hotel mainly deals in donkey meat and some Cantonese dishes. First of all, we should understand the market demand and the consumption habits and taste requirements of surrounding customers, and adjust the production route according to the first-hand information we have. Secondly, we should immediately set out to form a strong marketing team and cultivate a professional service team.

Second, the market analysis

Throughout China's eight major cuisines, each has its own style and characteristics. According to the market demand and social development, it has now been extended to 12 or even more cuisines to meet different people at different levels. First of all, we should clearly understand the local catering needs, and then confirm the production route, which should not be too complicated or too many, and should not exceed the three major cuisines, high-end cuisines, special cuisines and local cuisines at most. Specialty cuisine attracts people from all walks of life, and the final local cuisine is to satisfy local residents, so we have to draw a conclusion that the proportion of cuisines in the market is 30% of high-end cuisine, 30% of specialty cuisine 10% and 60% of local cuisine. Don't stand still after accurate product positioning, constantly update products, innovate dishes, and eliminate the fittest. In order to better meet the needs of customers, we should make a big fuss about products.

Third, the professionalism of service.

In addition to hardware facilities, software is particularly important in a hotel. The so-called software refers to service and production. How can we build a professional and well-trained service team? First of all, we must pay attention to the recruitment process. In the service industry, appearance and image are important, but we should not ignore the internal quality and plasticity of employees. Secondly, we must work hard on training. Theoretically speaking, the actual operation is more important. Pay attention to the quality education and professional ethics training of employees, choose key enterprises to study abroad, enhance professional knowledge and team spirit, cultivate all-staff marketing, formulate a reasonable employee reward mechanism, promote the enthusiasm of employees, and thus improve the interests of hotels. Most of them are engaged in the service industry now. In view of the characteristics of post-90s job mobility and instability, we should pay attention to employees' spiritual encouragement and hobbies. Don't ask for more people, but be precise and thoroughly remove some barriers that hinder the core of the enterprise. Enterprises should develop, don't talk about feelings, don't talk about relatives, or it will be a disaster.

Fourth, establish a marketing team.

Absorb a group of intelligent talents from all walks of life and focus on training. From the importance of service industry to professional ethics, from gfd to professional knowledge, we should clearly understand their personal hobbies and special interests, and carry out development and training at different levels. The professionalism of marketers is very important. They are not required to do it, but they must say it. It is necessary to keep abreast of domestic and foreign news and nutrition and health science, so that customers feel that this team is very professional and knows a lot. In fact, marketing is not just selling goods, but more importantly, how to sell yourself to customers. Once customers accept people, goods will naturally be accepted. Keep a certain distance from customers, clearly understand each customer's consumption habits and psychology, do a good job in customer files, visit some important customers from time to time, understand customer opinions and organize meetings for effective rectification, formulate novel marketing plans, track services, maintain old customers and develop new customers.

Verb (abbreviation of verb) specific marketing strategy

1, using the media to promote the hotel (TV/newspaper/magazine/network) from the hotel environment, service and production.

2. Make a small gift with the hotel logo as a napkin box/Rubik's cube/tea box/umbrella.

3. Make "Moon Soup" and give it to pregnant women for free. Go to the obstetrics and gynecology departments of major hospitals in this city to find out. Pregnant women will make moon soup for us for three days in a row, and attach our set meal. On the one hand, it will enhance the hotel publicity, on the other hand, it will enhance the banquet table. For example, it is suggested that our hotel can consider a pregnant baby feast.

4. Introduce a free birthday package that I can eat for my birthday with my ID card.

5. Formulate corresponding preferential policies according to different festivals.

6. For other banquets, you can make beautiful photo albums for customers free of charge.

7. Make a recharge card and sell it to customers. If it is not capped, it will cost 10000 to send 2000, which is equivalent to 20% off the whole meal.

8. You can eat eight tables and get one table (the average of eight tables).

9. In order to improve the market attendance in the afternoon, cash coupons of 20 yuan _50 yuan can be distributed in crowded places in major downtown areas. With this coupon, you can use the corresponding amount of lunch, only at noon, and only one coupon can be used for each table.

10. If the accumulated meal expenses exceed the specified amount, you can get corresponding prizes, such as computers, digital cameras, electric cars and televisions; Microwave oven.

Abstract of intransitive verbs

To sum up, we need a professional executive team to complete it. We should pay attention to the construction of corporate culture and the packaging of enterprises. From door-to-door advertisements to business cards and reservation cards, everything should be carefully designed with more characteristics and cultural colors in it. We should make every customer deeply understand our intentions. If we invest in our customers, they will naturally repay us. Finally, we should save resources and open up traffic. This is also a crucial task.