Business plan is the "stepping stone" for entrepreneurs to knock on the door of investors. An excellent business plan will often make entrepreneurs get twice the result with half the effort.
I. Introduction
Dessert, as a representative of modern leisure food, is being accepted and liked by more and more people, but the current situation of domestic dessert industry is far from meeting people's consumption needs. Looking at the domestic dessert industry, ice cream shops and beverage shops under the banner of the United States, Italy and South Korea abound. The variety is simple and similar, the style is the same, there is no connotation, there is no new idea, which has caused people's "dessert fatigue." China is the dessert capital of the world, and Guangdong is the most important place in China. The profound dessert culture of China has been bred in South Guangdong for hundreds of years. Chinese desserts are mainly fresh fruits and medicinal materials, which have both delicious and health-preserving effects. The main purpose of this advertising plan is to promote Manchu desserts in northern China and promote China dessert culture.
Second, the market analysis
1, market overview
With the improvement of people's living standards, the requirements for quality of life are getting higher and higher. "Eating" is not only full, but also delicious, healthy and fashionable. Therefore, although clothing, food, housing, transportation and other industries are traditional, they are out of date, and because they are closely related to people's lives, there will always be a market. Dessert, as a representative of modern leisure food, is being accepted and liked by more and more people, but the current situation of domestic dessert industry is far from meeting people's consumption needs. Looking at the domestic dessert industry, ice cream shops and beverage shops under the banner of the United States, Italy and South Korea abound. The variety is simple and similar, the style is the same, there is no connotation, there is no new idea, which has caused people's "dessert fatigue." In fact, China is the dessert capital of the world, and Guangdong is the most important place in China. The profound China dessert culture has been bred for hundreds of years in South Guangdong, and the Chinese dessert market in China is very large. The main consumers of this product are mostly in the south because of their living habits, while in the north, due to climate reasons, few people like desserts, mostly children and women. Most of them are concentrated near schools, office buildings and CBD. About 30% of the population. They buy mostly young white-collar workers, spending once a day or so, and most students and children spend once on holidays.
2. Market composition: In the mainland, unlike Hong Kong, there are many kinds of dessert shops, but most of them are located in southern cities, and the northern city is only Beijing, with a low penetration rate. There is a lot of room for development. However, Xu Liushan, another famous dessert brand in Hong Kong, should soon enter the southern city, so Manji should start opening more branches in the north to increase its market share.
3. Characteristics of market composition: The dessert industry in the north is seasonal, the winter in the north is cold, and fewer people eat desserts, so winter is the off-season and summer is the peak season.
Third, product analysis.
1, product characteristics analysis
Professional raw materials, rest assured. Manji desserts all use fresh ingredients on the spot, without adding any preservatives and other substances harmful to the human body, as well as medicinal diets such as Guiling Ointment. In order to ensure food quality and improve operational efficiency, the Group has set up its own central food manufacturing workshop, fruit processing warehouse and logistics transportation fleet, and all the production, transportation and sales involved in the operation are its own responsibility, without any external demand. Accumulated many years of operating experience, the group's operating model has become systematic, including cost control, material selection, production process, quality control, logistics and transportation, product sales and so on. And every detail is meticulous; Products are more innovative, constantly improved and innovated, ensuring to provide customers with the best quality products and maintain market competitiveness. In terms of price, Manji dessert is a high-end product among similar desserts, but it is directly proportional to its service.
2. Product brand image analysis
Since Hong Kong Manji Dessert Group opened its first "Manji Dessert" in Saigon District of Hong Kong on 1995, it has developed from an early family-style dessert shop to a chain-type dessert shop, which is deeply loved by local customers, especially the younger generation in Hong Kong, and highly praised and appreciated by domestic and foreign tourists. "Ji Man Tian Pin" has become a "dessert brand".
Product positioning analysis
In view of the fact that we are facing a group of young new middle class consumer markets. Manji dessert will take interesting elements as a new starting point, and the appearance of dessert monsters will bring shock to the market.
advertising strategy
Advertising psychological strategy
Attract the attention of consumers: There is a popular jargon in the advertising industry: "If your advertisement can attract people's attention, the task of selling goods is half completed." Advertising has five striking principles: large objects are more conspicuous than small objects; Moving objects are more noticeable than static objects; Color objects attract more attention than black and white objects; A circle is more conspicuous than a square; People themselves are the most conspicuous. You can arrange for the protagonist to appear frequently in TV series, or advertise on TV or online.
2 stimulate consumers' association: objective things are interrelated, and association reflects the interconnection between things. For example, in daily life, people think of warmth when they see the stove, and sour when they see the red fruit ... Advertising needs leap-forward and breakthrough association. Through the careful processing of materials, we should arouse consumers' association with advertising goods by analogy, so as to deepen their understanding of goods, stimulate their interest in goods and form certain attitudes and behaviors. Colorful fruit pictures in crystal ice can be used to show desserts, which can make consumers feel the cold and cool of ice in hot summer.
(3) Persuade consumers to take action:
Let the consumer think that he needs a full dessert, and let the customer trust a full dessert, with the highest service and high cost performance. Imagine, in the hot summer, the sun is like fire, three or five friends meet at the dessert shop, order two frozen coconut milk sago dew, several bowls of colorful red bean ice, drink delicious cool milk tea, chat while eating, and relieve the heat, which can be described as the time when life is proud; In the winter afternoon, the cold wind roared, and men and women hid in the dessert house, hoping to serve a bowl of smooth sesame paste with two cups of hot lemonade to warm their stomachs and hearts. It is a lucky thing for Sansheng. More publicity about what kind of wonderful life experience Manji can bring to consumers will help convince consumers to spend Manji.
Advertising positioning strategy
The so-called positioning is to set a specific position for your product in the minds of potential consumers, which is exclusive to your product and impossible for other similar products to have.
Product positioning: healthy dessert based on fresh ingredients.
② Market Positioning: Facing a group of young new middle-class consumer markets, it tends to be young and fashionable.
(3) Enterprise positioning: With years of operating experience, the Group's operating mode has been systematized, including cost control, material selection, production process, quality control, logistics and transportation, product sales, etc. And every detail is meticulous; Products are more innovative, constantly improved and innovated, ensuring to provide customers with the best quality products and maintain market competitiveness.
④ Quality orientation: strictly control quality and hygiene, and strive for 100% freshness.