Promotion of coffee chain stores to increase advertising efficiency
Coffee shop chains mainly adopt different industry alliances to increase advertising efficiency, but less use of television advertising.
I. explanation
Combination with other industries in promotion, such as credit card or communication operators with banks. And so on, it can be extended to the other party's consumer group through the resources of the other party, and the other party can stimulate consumers' desire to spend because of the benefits provided, and consumers can get one more discount to stimulate their desire to spend, which can be said to be a win-win situation. Therefore, coffee shop chains can achieve higher advertising benefits at lower costs by means of inter-industry alliances, while there are millions or even tens of millions of TV advertisements without action.
II. Interpretation of examples
(1) Yishi Coffee: there is a combination of different industries in various channels, but in terms of promotion, it is combined with bank credit cards, targeting credit card customers, so as to achieve the highest advertising effectiveness at the lowest cost. Because credit card users do not lose focus because of too many advertising messages. There are also chewing gum with PepsiCo and Extra. And so on, so as to absorb different consumer groups.
(2) Seattle Gourmet Coffee: in addition to the combination of different industries in hospitals, department stores, shopping malls, airports, and so on, but also in cooperation with the banking industry, most of Seattle's advertisements come from public reports in the media, and the combination of different industries is a way for its advertising to spread rapidly.
(3) Gueshi Kanga Pavilion: combined with art and cultural activities, if Tuo Theatre, you can not only enjoy the literary flavor, but also enjoy the most original coffee. It is also combined with the establishment of the Institute of Technology to establish construction and education cooperation to educate students, and at the same time to establish the image of Kexikang in its mind for the most potential customers (students). It also works with other mobile phone operators. And other cooperation, absorb different customer groups. In the past, there used to be TV advertising, but the huge cost of TV advertising did not produce the same proportion of advertising benefits.
(4) Luo Duolun: before the number of stores in the province was widespread, the cost of television advertising was too high to achieve economies of scale, let alone to achieve the same proportion of advertising benefits. Therefore, when combined with arts and cultural activities, the opportunity for free public reporting can be created. On the other hand, all kinds of public reports are more able to reach the consumer group, so that the benefit of advertising is much greater than that of shooting television commercials.
III. Summary
In addition to the fact that Starbucks itself has quite a strong capital that has not been combined with too many different industries, all the cases studied in this group have increased advertising efficiency by means of inter-industry alliances. Although TV advertising is a very efficient way of presentation, in the current Taiwan coffee chain market, TV advertising is a cost that cannot make ends meet for coffee chains, so chain coffee shops rarely use TV advertising to present it. The way of non-industry alliance can enable two or more companies to make use of each other's resources to produce benefits, but also enable consumers to produce benefits, so different industry alliances can achieve a win-win effect.
The consumer loyalty of chain coffee is not high, and the convenience of location is the main consideration of consumers.
I. explanation
According to the current consumption habits of Chinese people, according to the travel manager of the Seattle Operations Department, 70% of Chinese people go to cafes not because they want to taste coffee, but only because they have a considerable demand for seats. therefore, before Chinese people develop the habit of drinking coffee, the convenience of the location and the comfort of the space have become the greatest requirements of consumers, and as a result, some operators have repeatedly stressed that their stores provide a convenient space.
Because consumers go to cafes for purposeful consumption, for example, in department stores and streets, when they are tired, they just want to find a place to rest, then the nearest cafe will attract considerable attention. on the other hand, all operators emphasize selling a bright and comfortable location, which is not very different to consumers without great features. In addition, in order to cater to the consumption habits of the Chinese people, there is no obvious difference in marketing practices, so the substitution among coffee chains is quite high in the minds of consumers, as long as it meets the needs of consumers for seats. for consumers, there can be no fixed coffee chain.
II. Interpretation of examples
Through the following reference questionnaire, it is easy to see that the proportion of consumers who do not go to a coffee shop is much higher than the fixed one, so consumers do not have a fixed choice for coffee chains. It is enough to show that at present, the loyalty of consumers who spend money in cafes is not high.
Proportion of consumption habits of coffee chains
Learned that consumers do not have a regular consumption of coffee shops and then through in-depth interviews with various operators, most of the industry said that its best-selling product is latte, and according to similar marketing practices, it can be seen that there is not much difference between cafes for consumers. The following group of studies confirm that the emphasis of the current coffee chain lies in the provision of space rather than the taste of the product. In addition, at present, in addition to 30% of the people who drink coffee, 70% of the people go to cafes in order to find a space to rest and recharge. All this shows that the current consumers are not quite loyal to the cafe.
III. Summary
Consumers do not have much difference in the products provided by various companies, and there is no difference in the comfort of the space, which gives consumers a vague impression, so their loyalty to the cafe is very low, as long as it is in line with its convenience. Within the same business circle, if there are the same competitors, the different atmosphere created by different stores will also directly affect the willingness of entry-level consumption. Nowadays, in addition to the enjoyment of taste, consumers' visual and psychological needs are also expected to be met at the same time. Therefore, in the hurried crowd, how to retain people in the past and rely solely on physical taste enjoyment is no longer enough to meet consumers' physical and psychological desires.
Catering to consumers is to create more turnover, but forget that they can highlight their own characteristics, resulting in blurring the focus of consumers, but will be more unable to grasp the hearts of consumers.
Conclusions and recommendations of the first chapter
The first section of the study found that
First, at present, the selection and positioning of the target customer group of the chain coffee industry is not clear, so that there is no differentiated marketing strategy. Although operators continue to push through the old and bring forth the new in all aspects in order to catch consumers, their practices are similar, so there is not much difference in the minds of consumers, resulting in smaller and smaller differences among brands, and consumers are more likely to be confused. This also shows the importance of brand management.
Second, located in the middle and high price chain coffee industry, its products are mainly coffee, supplemented by meals, in addition to insisting on the quality of products, educating consumers to regard coffee as a part of life is the way to survive for a long time. Low-priced coffee chains give priority to meals, supplemented by coffee, but at the expense of high fees, it is not easy to rely solely on low-priced coffee to support a restaurant, so it is necessary to strengthen the combination of meals and increase the turnover rate of the storefront. in order to increase sales.
Third, the lower the price of the chain coffee shop, the more it will affect the choice of location, and then the slower the speed of the exhibition shop. The location of the chain coffee shop is mainly based on the office business circle, and the site conditions are mainly convenient transportation. As far as the price is concerned, the selection of the business circle requires that the flow of people in front of the store must be more than 10,000 people a day. At high prices, if you want to be like the low-priced turnover, the requirements for the business circle will naturally be less strict. Looking at Taiwan's environment, the business circle suitable for opening coffee shops is already limited, while the chain coffee shop is much more. The lower the conditions required by the business district, the faster the speed of the store, so whether it is residential, business, office or mixed area, as long as it is a crowded place, it is more suitable to open a shop.
Fourth, the promotion tactics of American-style coffee chains are mainly to sell "coffee coupons" and take "capital" as a unit. In addition to receiving cash in advance, the most important thing is to increase the rate of customers returning to the store and slowly cultivate regular customers. new consumers brought in by these regular customers. On the other hand, Japanese-style coffee chains give priority to feedback-oriented "thank-you days" and adopt feedback-oriented activities, such as choosing a representative day of each month to launch special offers, and giving gifts to the broad masses of consumers.
Fifth, coffee shop chains mainly adopt different industry alliances to increase advertising efficiency, but seldom use TV advertising. Although TV advertising is a very efficient way of presentation, in the current Taiwan coffee chain market, TV advertising is a cost that cannot make ends meet for coffee chains, so chain coffee shops rarely use TV advertising to present it. The way of non-industry alliance can enable two or more companies to make use of each other's resources to produce benefits, but also enable consumers to produce benefits, so different industry alliances can achieve a win-win effect.
Sixth, the consumer loyalty of the chain coffee is not high, and the convenience of location is the main consideration of consumers. Consumers do not have much difference in the products provided by various operators, and there is no difference in the comfort of the space, which makes consumers have a vague impression. Therefore, the loyalty to the coffee shop is very low, as long as it is in line with its convenience. Nowadays, in addition to the enjoyment of taste, consumers' visual and psychological needs are also expected to be met at the same time. Therefore, in the hurried crowd, how to retain people in the past and rely solely on physical taste enjoyment is no longer enough to meet consumers' desire to attach equal importance to both physiology and psychology, and to cater to consumers in order to create more turnover, but forget that they can highlight their own characteristics, resulting in blurring the focus of consumers, but will be more unable to grasp the hearts of consumers.
Section II suggestions
I. suggestions for the current chain coffee industry
(1) clear positioning of the target customer group
(B) to enhance consumers' acceptance of coffee so as to expand the overall market capacity.
(3) pay attention to employees' career planning and reduce staff turnover.
Suggestions on joining the chain coffee industry
According to our study, the successful marketing practices of the seven largest chains in Taiwan provide a reference for those who want to join.
(1) diversification of products
(2) the choice of shop location
(3) make good use of the alliance of different industries
(4) pay attention to the overall service quality
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Simple white style is recommended for coffee shop decoration.
To the north of New York's Little Italy, next to Soho, there is a small block as beautiful as the European Pebble Road, which is now often referred to by New Yorkers as Nolita. Although the area is not generous, there are many independent bookstores and designer studios in Norita, many of which adopt the most fashionable art and craftsmanship.
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Convenience of location is a major consideration for consumers in coffee chain market research
Facing the intense competition in coffee industry, and the media constantly hyping and consumer pursuing popular mentality, many new brands are constantly entering, and at the same time driving the popularity of new culture, and the differences between brands are becoming smaller and smaller, in such a competitive market, how to shape their own style is necessary, so this group adopts case study method, aiming at seven chain coffee operators to do in-depth interview
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