1. Relationship between market positioning and decoration style and materials.
The decoration style and materials of bars are closely related to their market positioning. For example, when your bar market positioning is to take the popular route, if your decoration is exquisite and high-grade, it will definitely bring many sequelae and troubles to your future business, for the following reasons:
(1) Guests will think that your bar decoration is so high-grade, it must be expensive, so they dare not patronize;
(2) You will spend more maintenance expenses for your high-grade decoration than others, which will lead you to raise the sales price of your products, thus affecting your own marketing objectives;
(3) You and your staff will give all kinds of suggestions to the guests, fearing that the guests will damage the exquisite and high-grade decoration equipment, and hope that the guests can cooperate with you to protect the decoration, so that the guests will feel that your bar service level is not enough and suffer.
A friend in this field made this mistake, which is quite distressing. When he was positioning the market, his mood was very contradictory and he didn't know what to do at the crossroads. The situation at that time was like this:
This friend is a newcomer to this industry. His bar is located opposite a school, and there are several office buildings nearby, which are positioned as white-collar workers in that area.
But as a newcomer, I have no confidence in myself, fearing that no guests will visit me. Therefore, the decoration is based on the taste requirements of white-collar workers, and the price is set lower. The only purpose is to attract as many customers as possible. Most of the results are students' consumption. When the white-collar workers arrive, all they see is student consumption. In their minds, they have positioned this bar as a place for students to spend money, and they will never come again once. At first, he was very happy to see the scene was very lively and secretly felt that his market positioning was good. But after a month or two, the problem surfaced. He found this bar completely different from what he had imagined. All the people who came to this bar were students, and all the white-collar workers were gone.
According to the statistics at the end of the month, although the business scene is good, it is generally operated at a loss, and because it is a student's consumption, the venue decoration is particularly fast and needs to be renovated immediately, so he raised the price and hoped to reposition the bar as a white-collar bar. As a result, students left because they couldn't afford to spend money, and white-collar workers didn't come because they thought this bar was a place for students to spend money. For a while, the bar business was not as good as before. Doing student business in favorable places will be unsustainable because the decoration is too high and the maintenance cost is too high; To get white-collar tourists back, they need to be repackaged and publicized a lot to be effective.
He asked my advice. I can only say that this is because his previous market positioning is not clear, and now he can only choose one of them to reposition. This is a painful choice, but it must be done, and it will be more difficult than at first, because there is another one: changing people's existing ideas.
Therefore, it is very important to choose a good positioning from the beginning and cooperate with all parties. After choosing a good orientation, there is always a central idea as a guide, everything has a clear goal, and then work towards this goal until success.
2. The relationship between market positioning. The formulation of wine brands and menus has a very close relationship with market positioning, mainly in the following aspects:
(1) After you decide on your bar customers, the prices of your drinks and menus will naturally be determined according to their spending power. If the price of your drinks and menus is based on four or five-star hotels, then your market positioning must be based on guests at this level, because others can't afford to spend, and they just come here to spend, and once or twice is not enough to support your effective operation; If the price of your drinks and meals is mainly for civilian consumption, business people will not come to your bar to talk about business and consumption, because this may affect the success or failure of his business. If you are a businessman, I believe you will agree with this truth!
(2) The formulation of wine and meal cards also needs to determine what varieties and products to make according to your market positioning, because it involves what goods, utensils and tableware to import. For example, your market positioning is popular, and the wine list says brandy, X. O and other imported famous wines, then you must have these wines in stock, which will definitely lead to a backlog of funds. But if you don't stock up, you won't be able to provide any goods to your guests when they really need them, which will also make people feel that your service is not enough and your impression will be greatly reduced; For example, your bar has the same positioning as above, but there are many high-end foods such as grilled fish and tuna in your menu, so you will also encounter the above situation. If you are a shrewd businessman, I believe that through the above analysis, you will know how to make your drinks and meals according to the market positioning.
(3) Your market positioning will also affect the production cost of your wine and meal cards, including what materials are used, what styles and specifications are designed, and so on. Whether it is necessary to add photos to the design of the inner page to increase the appetite of the guests in the future will increase the production and printing costs. The number of seats will also affect the number of wine labels and menu labels to be printed, which is also one of the costs to be considered.
3. The relationship between market positioning and employee training
Next, tell us about the relationship between wine label and meal label in the staff training class of the bar. The training content of each bar will have the topic of wine brand and meal brand. At the same time, a set of operation procedures will be designed according to the contents of wine labels and meal labels, and this operation procedure will be formulated according to the needs of market positioning to train employees, so that employees can make every product according to the requirements of product production and introduce the products of the bar to every guest, which is very helpful for promotion and has a very important relationship with the success of your bar. If your employees don't know the products of your bar, will your turnover be high? Will your guests think your service is home? Do you have confidence in every product you produce? Will he come again later? There is only one answer, and that is no! As a shrewd businessman, you will realize the importance of this link and spend more time on employee training. This is a low-input and high-yield investment, and the effect is unquestionable, but employee training is more than that. We summarized the following points:
(1) service specification training
In this regard, it can be said that the higher the threshold, the stricter the training and the higher the requirements, but the more things you learn. Because guests who go to high-end places for consumption have a connection point, that is, they hope to get the best service.
(2) wine knowledge training
The higher the bar, the richer the training in this field, because the higher the bar, the more alcohol there is, and the more unique alcohol service is needed in this field. For example, a low-end bar may only provide some kinds of soda and beer that are easy to serve, but if you run a middle-end bar, you need employees to know how to mix some simple cocktails, while a high-end bar needs waiters with rich knowledge of wine.
(3) Financial knowledge training
When doing business, you must know how much money you earn, so you need the cooperation of employees in various production departments and floor personnel. The employees of the production department should do a good job of inventory according to the requirements of the company, and clearly fill in the Requisition and Allocation Sheet. Floor personnel should learn how to fill in the product form, how to change the form, and how to make different settlement methods, such as credit card settlement, debit card payment, cash settlement, etc.
(4) food hygiene knowledge training
It is very important for employees to pay attention to food hygiene, because guests will come back only if they have confidence in your bar hygiene, and everyone who runs the food industry knows that as long as there is a food hygiene incident in your name, it is a very serious matter, and the most serious thing will lead to graduation. Therefore, it is very necessary to abide by the food hygiene system, which directly affects the existence of your bar.
(5) Fire knowledge training
As you are the owner of a bar, the traditional custom of China people is that cigarettes and alcohol are inseparable, so most of the guests smoke, and finally, most of the guests are drunk. At that time, he didn't know where to throw the cigarette butts, so the fire prevention work in the bar was very difficult, and the staff needed to be careful and meticulous, and there should be no carelessness. The training contents include: how to check the fire, pay attention to check whether the cigarette butts have been extinguished when collecting ashtrays, whether all electrical equipment that must be turned off when collecting files has been turned off, and how to use fire-fighting equipment.
4. The relationship between market positioning and business strategy
All business strategies must serve the market positioning you set, because different market positioning requires different business strategies to achieve the goal. For example, the market positioning of McDonald's fast food restaurant is aimed at children and teenagers, so its all-round publicity is aimed at this level of people, and the packaging design of all products revolves around this positioning, including the decoration design of the restaurant. If you don't have a clear market positioning, you will be at a loss when designing all the wine and food brands, your guests will be at a loss, and everything will be in chaos, then your bar is doomed to fail. There are countless examples of this.
According to the relationship between the above market positioning and various factors, you can also understand the specific situation of competitors in these aspects when investigating the target market, so as to understand the projects that are the focus of the investigation.
The following are the things to pay attention to when investigating the target market:
(1) You must appear in front of your competitors as a guest. Because only in this way can you see what you want to see and see the real side of each other;
(2) You must spend time in this bar to feel the service quality and product quality;
(3) It is necessary to do more inspections in different periods in order to correctly grasp where the opponent's real advantages lie, which period has the most customers, and whether the other party's customers overlap with their target customers;
(4) Talk with the guests there more to find out the real reasons for their consumption before the Song Dynasty;
(5) The other party's price, decoration style and employee's salary are also important contents to understand;
(6) Management methods, publicity methods and recent promotion activities are also important contents of market research;
(7) Making a questionnaire survey around your bar is also an effective way to understand the target market, and at the same time, you can get the opportunity to promote your bar in advance.