Coffee machine promotion program Coffee shop management strategy

Goal: 1. To build an excellent distribution team

2. Promote Donlim automatic coffee machine

3. The sales volume in Guangdong Province is increasing rapidly.

One: market background

Coffee is now an indispensable beverage in urban life. In the process of coffee production, it is inseparable from the production of raw beans, followed by baking, grinding and brewing. Each of these processes is inseparable from coffee machinery, roaster, bean grinder, coffee maker.

From the emergence of coffee to now developed into a popular beverage, from the original boiled raw beans to the current widespread use of coffee machines, the production process is constantly improving at the same time, coffee machinery has also experienced more than one improvement. It has also diversified from the original single variety to the current variety of coffee products: three-in-one instant coffee, canned three-in-one coffee, espresso and ground coffee made directly from a coffee machine.

Each kind of coffee has its own unique taste. We might as well make a comparison to see what the market needs more. Which category can stimulate the desire for consumption more?

Comparison table of brewing and using different kinds of coffee

Project

Coffee Maker

Three in one instant solution

Filling three in one

Distilled coffee

Use of materials

Coffee beans

Coffee powder

Coffee powder

Raw coffee powder

Coffee taste

Optional coffee beans

Fixed taste

Fixed taste

Optional coffee beans

Brewing mode

Do it yourself directly.

Need to be done by the secretary.

Need to be done by the secretary.

professional

Site requirements

Anywhere

Tea room

Tea room

Coffee Shop

Caffeine content

Low

High

High

Low

Cost

$1

1.5 yuan

3 yuan

2 yuan

With the continuous improvement of living standards and the accelerating pace of work, it is a consumption trend for most people to enjoy a cup of original coffee anytime and anywhere. The existing fully automatic coffee machines, such as Saeco,Solis and JuraImpressa, are more representative. These machines can meet all the requirements of consumers for a full automaton: easy to use, easy to operate, and adjustable taste. However, they also have a common disadvantage-LCD monitors are all in foreign languages, and this restriction makes it necessary for a more professional person to use full automata, thus losing the practical significance of the simplicity and convenience of the scale.

As a result, there is a potential consumption requirement among all automaton consumers-more powerful, simpler, and displayed in Chinese.

The Donlim automatic coffee machine has all the features of a full automaton, it meets the potential needs of a larger portion of consumers, and there is room for operation at the price.

Second: analysis and comparison of similar products

Comparison of the main fully automatic coffee machines on the market (see Annex 1 for the table)

Third: the market strategy of Dinlim coffee machine

PRODUC1T products

Fully automatic coffee machine Chinese LCD LCD display, suitable for Chinese mass market.

Intelligent automatic fault detection

One-button operation, convenient and simple, wide range of use

PRICE price strategy

The psychological price of fully automatic coffee is between 10, 000 and 30, 000, and the price of Donlim is 5800 yuan.

PLACE product channel

A: business reception: 4S store, real estate sales office, bank, investment center, wedding photography

B: business premises: bakery, SPA, coffee shop, Internet cafe, club, leisure center, foot bathing, hotel

C:OFFICE: foreign-funded enterprises, joint ventures, Taiwan-funded enterprises, offices of large companies

D: gifts

Acquisition of resources

A: business reception: yellow pages, newspaper advertisements, industry journals, Internet, TV advertisements and so on.

Telephone appointment sales department or planning department manager / administrative manager, guided persuasion or experience marketing.

B: business premises: strange visits are the main way.

C:OFFICE: materials are distributed and mailed.

Telephone appointment administrative manager or director of general affairs department

D: gifts: gifts and etiquette company, advertising.

PROMOTION product promotion

The main ways to promote Donlim products: network marketing (professional website support), personnel promotion, other media support

Donlim mainly focuses on guided marketing.

The most important point of guided marketing is to stimulate customers' potential consumption consciousness. To be able to do this, we need to clearly state the interests of the product.

Combination of telemarketing and experiential marketing

Category A market: business reception

Marketing points: any form of business communication, time and environment all have a decisive factor on the effectiveness of communication.

There is a need for business reception where there is a company and a facade. In these business reception places, there is a demand for drinks. The general reception is water and other drinks, the cost is relatively low, the effect is not ideal. Because water, like any other drink, is readily available, and you can have it anywhere you want. The original ground coffee is different from other drinks: ground coffee is reminiscent of coffee in a coffee shop, honorable and decent, giving people VIP treatment directly, prompting customers to sit down under such hospitality.

Water and general drinks are physiological needs: only when you are thirsty, grind coffee is a drink that needs to be tasted slowly, and the communication time brought by a general drink is about 5 minutes. The salesperson does not have enough time to introduce the product advantages and business philosophy in detail, and let customers accept it. A cup of coffee can effectively extend the communication time by several times for 20 minutes or half an hour. In the warm environment of coffee, the salesperson can introduce the product advantages and business philosophy in detail, and the customer will relax and accept it.

Investment: water and other drinks, the initial investment is about 1000 yuan, and the cost of a cup is between 10 yuan and 3 yuan.

The upfront investment of the coffee machine is about 6000, and the cost of a cup is less than one yuan.

Income: using water and other drinks, the turnover rate basically fluctuates around 10%.

Coffee reception increases transaction rate by at least 30%

Return on investment ratio: 10 cups of water = 1 cup of coffee

Benefits: the value created by 1 cup of coffee = 10 cups of water or even 30 cups of water

Reason for choosing coffee: invest in low cost (one yuan)