I'm going to make a plan now, which is about the promotion scheme of a new series of dishes. Who can help me?

In recent two years, Yibin's leisure food culture has become increasingly prosperous, with western-oriented positioning occupying the largest market share, which shows the large capacity of this market segment. Liangmuyuan and Xidi Island Coffee are foreign brands (with rich experience in operating in large, medium and small cities), which have formed fierce competition with local brands.

We can see that their target consumer groups are basically overlapping, trying to establish a differentiated image through innovation in positioning, environment, service and promotion.

As a local brand, Great Happiness is well known to the vast number of consumers, and through so many years' accumulation, it has also gained some stable customers. However, from the perspective of consumers, their loyalty is low. These young people are very willing to try new brands. As long as they get some comparisons from them, they will change their habitual consumption according to their personal preferences. Therefore, the "novelty" of the new brand will make consumers have an attitude of liking the new and hating the old brand.

In the past nine years, Great Joy has been working hard to sharpen the strategy of "seeking scale by speed and creating brand by scale", and has successively opened four branches in Yibin, with the aim of deepening and being close to consumers, and gained a large market share. At present, in the fierce Yibin market, the management has opened up new territory, reflected its strength, and happily passed on Yunnan's water wealth at the border of Yibin, which shows the extraordinary strategic vision of the management.

2. Analysis of the water-rich market

1. From a strategic perspective

(1) Water-rich relies on Yuntianhua Group, with its back on grand canyon west, and its reliance on Xiangjiaba Hydropower Station will develop into a tourist city with broad market investment prospects.

(2) Shuifu's leisure food culture, especially western food, is still a blank market, and Da Kuaile, as the first one to enter this market, will become the market leader. It will give the county people a new way of life and improve their quality of life.

(3) As a water-rich government, it is also very welcome. Its high-end business consumption serves business and government people, which has a great impact on enhancing the overall image of the county.

2. From the current situation,

(1) Shuifu, as a remote county with a population of only tens of thousands, is centered on three main streets and has a small population-the market capacity is limited, the information dissemination is easy, and the market is easy to control.

(2) The consumption level of water-rich people is low, and the overall cultural level is also low-the ability to accept western food consumption is limited, so it is necessary to make strong publicity and guidance in the early stage to cultivate the market.

(3) Only Yuntianhua and Xiangjiaba enterprises in the county have high consumption capacity-the support for high-end consumption.

(4) The gradual improvement of water-rich economy, the fiery development of real estate, and the formation of community culture-the water-rich people have ushered in a new life, and the great happiness has given birth to high-quality living consumption.

(5) Shuifu is a county town at the junction of Yunnan and Yibin, and the two places are closely linked-

Summary: From the above analysis, Shuifu and Yibin markets are very different, so Great Happiness should be repositioned according to the local actual situation of Shuifu, and the target groups should be subdivided to narrow the distance with consumers.

Third, repositioning

Western food consumption belongs to high concern and rational consumption, that is, consumers need to have a positive perceptual knowledge of the store before consumption. Compared with the county market, the term western food will have a great psychological gap for the public, that is, it feels very classy, but it is very difficult to actually consume it.

the restaurant-like image of western food depends on the consumers' emotional feelings, self-concept and symbolic satisfaction when they consume. Therefore, in order to let the public in the county know and cater to this market, we should define a position that can be accepted by customers' minds. Only by positioning and going back to lead internal operations can products and services be accepted by customers and transformed into performance.

we start with the brand name of Happy, take the establishment of the core culture corresponding to the brand name as the main content, and focus on the functional demands of western restaurants, that is, consumers not only experience another food culture, but more importantly, the pleasure brought by this brand-the carefree gathering of friends, the romance of dating couples, the warmth of dinner for a family of three and the ease of business meetings. That is, it is positioned as a "leisure and business center that spreads happiness". And around this theme, do a good job in daily operations. The core culture "happiness", which embodies great happiness, effectively distinguishes the behavior of staying away from others caused by the high consumption of western food.

Fourth, target consumer segmentation

Because of the characteristics of water-rich population and low consumption power, it is necessary to expand the target market and do all-round target market segmentation for the purpose of maximizing corporate profits.

1. High-end consumption-showing identity

Take the business route, mainly focusing on Yuntianhua and Xiangjiaba, two enterprises in this county, and also focusing on the business and government people who come and go from Shuifu, providing them with a good environment for negotiation and meeting.

pre-promotion: hold a theme reception with these important customers by opening invitation, and issue them VIP cards.

2. Mid-range consumption-reflecting culture

Take the civilian route, combine with the spread of "happy" culture, fix eye-catching positions in the store, post hand-drawn cartoons (updated regularly, and provided by diners), joke columns, and provide jokes for diners to publish; Every week, we hold a puzzle ring to make consumers participate in the transmission of happiness.

3. Low-end consumption-it shows that "having fun alone is not as good as having fun with many people"

In fact, low-end consumers are not unwilling to go to high-end places to spend money. In fact, they are longing for and pursuing quality life, but the high-end threshold is too high for them to reach. The low-end market is like a chicken rib, and we should use it as a test field to cultivate western food consumption, so as to introduce several dishes with relatively low prices to make western food penetrate into a broader market.

V. Specific plans for publicity and promotion

Due to the geographical closeness and spatial separation, Great Happiness has become a special relationship between Yibin and Yunnan Shuifu, and the opening of the Great Happiness Shuifu Store has different meanings for both places. In addition, due to the different market conditions and environment, the emphasis and publicity efforts in the whole market are different.

main purpose: to publicize and build momentum in Yibin, show its strength, and drive some potential consumers in Yibin to become rich in water; In the early stage of water wealth, the publicity achieved a sensational effect.

(1) Yibin area

The opening of Shuifu Store was suddenly publicized in Yibin, and consumers' perception was of little significance. Therefore, with the theme of the 9th anniversary of Great Happiness and the chain expansion of Yunnan's Shuifu, a publicity album reviewing the 9-year history of Great Happiness was made, accompanied by lyrical words, which touched new and old customers with images and ideas.

Great happiness mainly depends on high-end consumption to enhance the overall image, so it is very important to convey information directly to the high-end market. As a magazine version specially put in high-end consumption places and major enterprises and institutions, Fun Yibin is the most suitable. It is a comprehensive fashion DM magazine integrating catering, entertainment, leisure, tourism and culture launched by Yibin TV Station, which has the characteristics of long publicity effectiveness, strong targeting and low advertising investment cost.

One of the most important characteristics of analyzing the target consumers of Great Happiness is youth. To attract more such potential consumers, it is necessary to publicize through the most dynamic media with the largest number of young people. Therefore, Sanjiang Weekly can achieve such an advertising effect. The information in the form of a weekly magazine is kept for a long time, and the circulation is about 2, copies per issue.

Consumers who go to Great Happiness are all people with a certain cultural level. With the expansion strategy of Great Happiness, we must choose media with high coverage, which can't be achieved except Yibin Evening News.

In order to reach more potential consumers and enhance the popularity of Joy in Sichuan, only Yibin Radio can achieve this goal from the scope of publicity. Moreover, Yibin Radio can be received in Zhaotong, Yunnan and Guizhou.

The potential consumers with certain spending power must be mobile phone users. Using mobile phone short messages can effectively cover people who are not used to reading and reporting, and its characteristic is that the direct cost of information transmission is low. As far as the content of the short message is concerned, the traditional "talking about things" is broken, and the content of "hiring the general manager of Happy Shuifu Store with high salary" is hyped, which strengthens the public memory with "high salary" and sets off the opening of Shuifu Store.

the above media are all for informing old customers and more potential consumers, but we can't underestimate the information transmission to existing customers. Therefore, we must also pay attention to the home promotion in four branches, mainly by posting posters outside the store, with the discount promotion activities for the anniversary celebration and the opening of Shuifu Store, so as not to publicize Shuifu Store alone and not to be important to the actual interests of customers.

due to the characteristics and expenses of the media, all the above publicity is abstract, and there is no more detailed publicity about Great Happiness, so the DM sheet can fully express the positioning of the store and fully convey the information of products, services and so on.

(2) Water-rich areas

1. Pre-publicity

The local people who are rich in water are the main targets of the Happy Water-rich Store, while the water-rich cities are small and have a small population, so tv easy operation is advertised. Considering that there are obviously two types of publicity at different levels: (1)DM is aimed at the citizens in the street; (2) the publicity album is aimed at the two major enterprises and government personnel

On the opening day, (1) two cute gas models and a band marched on the Third Street of Shuifu and asked passers-by questions (about the Happy Shuifu Store) and gave a gift to the right answer, which is different from the parade with gongs and drums, and can achieve better publicity effect. (2) Seize the habit of people in the county who love to watch the excitement, and hold a small-scale cultural performance in the morning in order to enhance the atmosphere and promote popularity. (3) According to the actual work on the third floor, it is determined whether to hold a theme reception for high-end groups that night.

2. Pre-promotion

(1) Membership system: it can stabilize existing consumers to become long-term consumers, and enjoy special discounts if they spend a certain amount at one time.

(2) discount coupons: distributed by using discount coupons at the time of opening, on the one hand, to promote our store, on the other hand, to improve our performance

(3) cross-industry joint marketing: design the activity content according to our own store style, and match it with the combined promotion of different industries. The choice of this folk industry is generally accepted by the county people and has high-grade consumption, such as: the best local supermarket, OK hall and so on. (Notes for Reprinting of China Planning Website | Planning Book | Planning Website: Articles in this website can be reprinted at will, but please indicate the original source of the article in the form of hyperlink

Reference:)