Principles of coffee shop sales

When a store officially opens, it is the beginning of the real challenge, because it is not difficult to open a store, but if you want to make money, it is not so simple, you must know marketing knowledge.

Shops have been open for one or two years, or for three years or more, when the external environment changes, such as the opening of the subway, the transfer of business circles, the construction of buildings nearby, or competition in the same industry, such as one opposite and another at the corner corner. Operators need to have a basic marketing concept in order to meet the challenge. If we only fight a price war, we can only close the stall ahead of time and close down.

Marketing has the so-called 5p principle, that is, product Product, channel Place, promotion Promotion, price Price, personnel Personnel, public relations promotion Pmurr R.

(1) Product/ product portfolio and changes

In order to meet the needs of the market, the product mix of cafes has changed several times, from the early days of selling only coffee, to simple meals and the addition of western snacks, to the addition of scented tea, to the combination of coffee utensils, cultural and florist shops, hairdressers, gift shops, and so on. Until recently, online cafes. Each change in the product mix represents a new life curve for the cafe. However, in the changes in the product portfolio, there are also some principles to grasp, otherwise it will be out of order. It is best to launch 1 or 2 star products to highlight the uniqueness of your own store and distinguish it from its neighboring competitors.

1. New products should be in line with the consumption habits of the target customer group, such as the introduction of "constellation coffee" for young consumers.

two。 The consumption of new products should be increased rather than replaced, and smoothies should be introduced, but do not completely replace fruit juices or cold drinks.

3. The new product is a local proportion, rather than anti-customer-oriented, the launch of yogurt drinks, but not in the transformation of Zhiyou cheese stores.

4. The proportion of money invested in new products should not be too high (refers to the increase in equipment or the proportion of material costs). For example, in order to increase cake refreshments, it must be appropriate to buy a complete set of baking equipment. At present, for pastries, most cafes order from western bakeries, which can not only save the trouble of learning, but also save the cost of equipment.

All owners who want to open cafes must have the concept of developing new products, constantly introduce new product combinations, give full play to their unique advantages, and increase market competitiveness.

(2) Application and selection of Place/ access

Most people who run cafes ignore the application of access, only think about the service after customers come, and do not think much about the channel strategy of marketing war, that is, the possibility of turning consumer goods into industrial products to sell.

Develop relationships with companies, societies, or organizations. For example: come to the store for a meeting, party, or send the service packaging of the product to each other's place, so that one order is equivalent to half a day's business.

Looking for a special customer base, for example, some stores open in the office area, there are few guests on Saturdays and Sundays, you can load some equipment and materials on the mobile coffee car and drive to tourist attractions or night markets.

Increase take-out (non-store consumption) sales of products, such as coffee utensils, packaged scented tea or other products.

(3) Promotion/ promotion method

There are all kinds of promotion methods, of course, it is necessary to understand the purpose of promotion in order to achieve the promotion effect, some are not for popularity, some are for market share, some are for opening up new sources of customers, and so on. The commonly used promotion methods are as follows:

1. Traditional A products send B products, or new products try.

two。 Special holidays: such as Mother's Day, Valentine's Day, Christmas, do the overall packaging promotion of different products.

3. Time promotion: for example, dim sum drinks are offered at 2:00-5:00 in the afternoon, and the price is lower than the combined price of the two items.

4. Target promotion: set special prices for children (children's meals), office workers (business lunches) or families (4 people and 1 person free).

5. Promotion of light and peak season products: such as a discount on cold drinks in winter.

6. Direct discount on the price: price promotion is a way to sacrifice profits. It is recommended to ask the raw material supplier to cooperate to reduce the risk.

7. Coupons: if the amount of consumption is full, send coupons to increase the number of visitors.

8. Joint promotion of different industries: now the market competition is cruel, stores fighting alone can not pay larger marketing expenses, and can do joint promotion with practitioners in different industries. For example: bookstore purchase over 300 yuan coffee coupon, hair salon consumption over 500 yuan gift coupon, insurance company customers holding card consumption 20% discount, magazine buyers with voucher 10% discount, holding a membership card can enjoy 10% discount, and so on. The above examples may seem very simple, but be sure to grasp one basic principle-a perfect match, that is, consumers on both sides are the same customer group or have the same spending habits, such as buying Mercedes-Benz coffee coupons!

(4) shaping the image of the Personnel/ store (personnel)

The style of the store, the construction of features and the related software and hardware facilities have been mentioned earlier, and here is the part of "people".

For every customer, the employee or boss they come into contact with for the first time is the "representative" of the store, and his speech and behavior are related to the store. When customers use the phone to inquire about business hours or make reservations, the person who answers the phone is also the "representative" of the store. All the words and deeds of the "representative" represent the image of the store, whether they are kind, warm, indifferent or indifferent.

All the staff are sharp tools of marketing, they should pay attention to everything, pay attention everywhere, let customers spread word of mouth, this effect is better than any advertising, this is also the most basic work to shape the image of a store.

(5) Pmurr Public Relations Media publicity handling

In marketing work, in order to improve the visibility and exposure of the store, often with the help of the media for publicity, the following key points must be grasped.

◆ can create news topics and prepare sufficient data before it will be favored by the media.

◆ contact with the media should be highly compatible, not too self-expression, sometimes without a trace of the way to deepen the impression of customers.

◆ targets media (television, radio, Internet, newspapers, magazines) according to its own customer base, such as magazines in the store for customers to read, and should maintain exposure at least 4 times a year.

China Coffee Trading Network: www.gafei.com