小吃店的市场分析及推广计划

YANGSHENGGEMarketingPlanINTRODUCTION•Location-Outsideoftheeastgateofourschool•Area-Within10squaremetres•BusinessHour-6am-9pmeveryday•Product-Bun(varied)-Dumpling(varied)-Noodles(varied)-Friedrice-Porriage,soup,soybeanmilk,egg,crepeINTRODUCTIONRentIngredientsWater,GasandElectricityIngredients12,000RMB/monthCostIncomeabout20,000RMB/month14,300RMB/monthINTRODUCTION•ProblemFacing-Hygiene.Noindisfectioncupboardinsight-Publicity.MostincomecomesfromregularcustomersSURVEYRESULTS051015202530TOPTHREEFOODBunsDumplingsCongeeTASTEMediumAcceptable70%PRICEAcceptable70%SURVEYRESULTS80%REPURCHASERECOMMENDORNOTYesNoSURVEYRESULTS•HalfofthesurveyedstudentsneverheardofYSG.•About60percentstudents’commentonthehygienicenvironmentofYSGismediumINTERPRETATIONSOFRESULTS•Thedegreeofitspopularityislow•Manycompetitors•Notenoughoptionsoffood•Hygienicenvironmentcanbeimproved•Notenoughrecommendation•PricesettingshouldbemaintainedTARGETMARKETANALYSIS•ThestudentswholiveneartheEastGate,indicatingalsonearYSG-NO.3,NO.4,NO.29dormitories-inDormitoriesAandB•OtherstudentsoncampusandvillagersnearYSGTARGETMARKETANALYSIS•Locations•Lowlevelofconsumption-lovegoodsorfoodsingoodpriceNEEDS’ASSESSMENT•Whoarethey?-SouthernPeople-Students•Whattheylike?-MultipleOptions-PleasantSurroundingsVarietySoft&HardTasteTimePRODUCTDEVELOPMENT•Food-concerningthetargetmarket-remainspecial-increasetheproductvariety•Service-pre-oderservice-today'sordergroupserviceMARKETINGMIXCONSIDERATIONMARKETINGMIXCONSIDERATION•Product-Healthy-Fresher-Moreflavorsandcategories.MARKETINGMIXCONSIDERATION•Place-Surroundedby5dormitorybuildings(No.3,4,29;A&B)-Closetoresidentialarea..-DirectchannelMARKETINGMIXCONSIDERATION•Price-Penetrationpricingstrategy-Thepriceismediumsoitshouldbemaintained,however,itcanbeconsideredtolowerthepricesoastoenlargethemarketsharewiththeprimaryconsiderationofmakingprofit.MARKETINGMIXCONSIDERATION•Promotion-Wordofmouthmarketing-Group-orderedpromotion-Micro-blogpromotionIMPLEMENTATIONPROCEDURES•Sign•Licenses-Business&Hygiene•Equipments-Smokeextractor/disinfectioncupboard/lights•Promotions-“Today’sGroupOrder”-Advertorial社论式广告-MessageboardsTHANKYOU!