Blue Night Coffee Marketing Plan

Blue Night Coffee Marketing Plan

Foreword:

Blue Night Coffee Shop is located at the intersection of Shanda Road and Jiefang Road. (to the right of Dongjiao Hotel) in order to further develop its market potential and improve its reputation and popularity, our zero team has made a marketing plan for Blue Night Coffee Shop.

First, the market background:

1. As a provincial capital city, Jinan has a special market position.

two。 It is the political, economic and cultural center of Shandong Province, with a good economic foundation and cultural heritage.

3. There are many well-known enterprises and many foreign companies in the city, forming a certain scale of white-collar consumer groups.

4. Jinan coffee market development is relatively late, people's concept of coffee is relatively vague, consumption habits are not prominent.

5. At present, the coffee operation in Jinan has formed a certain scale, and it is estimated that the leading brands coffee language tea chain stores and Shangdao coffee chain stores with high reputation and reputation in Jinan can account for a large part of the market share in Jinan. In July, Starbucks coffee will enter the Jinan market, which will have a great impact on the original coffee operators. Jinan coffee market is facing readjustment.

6. With the further development of economy and culture, coffee consumption, as a new form of leisure and entertainment, has a broad market prospect.

Second, analysis of the current problems of Blue Night Coffee:

Through the preliminary market survey, we summarize the following problems.

1. The market is not well known.

a. Location: in the fast lane

b. The degree of attention is poor.

c. The publicity is not enough, and the understanding of the target consumer group is low.

two。 The passenger flow is small, the profit space is small.

a. The layout of the store is poor.

b. The overall environment lacks privacy.

c. Poor sense of space

d. Semi-self-service service makes it difficult for some consumers to adapt.

E there are fewer types of products and less choice for customers

3. The market competitiveness is not strong.

a. The overall positioning is not clear.

b. Poor customer maintenance

c. Brand characteristics are not prominent, lack of characteristics.

Third, comprehensive comparative analysis:

1. Blue Night's own advantages:

a. Environment: blue Night has its own unique taste, good environment and atmosphere. Clearly marked by the brand, the dark green tone is elegant. The layout of the storefront and the dress of the shop assistant give people a unified sense of beauty.

b. Coffee product quality: "good coffee ground", each cup of coffee is a beautiful story. The use of advanced extraction technology, so that the quality and taste of blue night coffee are excellent.

c. Price: the price of blue night coffee is the same as that of the same industry, while the price of some other drinks is lower than that of other coffee shops, which still has a certain advantage in price.

two。 Blue Night's own disadvantages:

a. Environment:

A) the style is not clear. The furnishings in the store are relatively simple, and the style is not unified, the music played is not coordinated with the environment, and there is no clear decoration style. at present, the furnishings in the store are still slightly stiff.

B) lack of privacy in space settings. The fully open space setting lacks the basic sense of security in some business negotiations, and the semi-open cubicles in the store lack independent lighting, so the selectivity is relatively reduced.

C) neglect of details and lack of embellishment.

In-store food recommendation and specialty coffee publicity posters choose the simplest and most primitive way to stick on the wall, one is not to fully play a role, the other is to affect the overall beauty of the store, and then virtually reduce its taste and style.

When it comes to coffee products, take cappuccino as an example, there is nothing but two napkins, a bag of sugar and a stick for stirring. For one thing, there is no place for the stirred sticks; second, the coffee cup does not have a matching coaster, which virtually reduces the quality of its coffee. Every table in the shop looks empty and lacks the necessary atmosphere.

The decoration in the store can not be changed in time, no freshness, lack of seasonality, no sense of intimacy.

b. Service: self-service is a characteristic, but there are still some drawbacks in this relatively traditional market in China. After customers finish ordering for the first time, there will be some inconvenience when they order midway. Getting up to order at the bar is easy to produce some disgust, resulting in a decline in purchase.

b. Propaganda: now it is a completely passive operation, and you put yourself in a passive position.

c. Not following the path of the media does not mean being completely closed. Blue Night publicity appears to be very random, communication channels are not smooth, lack of coherence, can not give consumers a clear message, brand image has not been effectively spread.

d. Products: at present, the variety of Blue Night products is relatively simple, in addition to coffee products (such as set meals, fast food, etc.) quality, variety is difficult to compare with competitors. This is difficult to attract more customers in Jinan, where the current coffee culture is not very popular. If you want to take coffee as the main product, it will be a long process to achieve high consumption.

e. Concept:

A) face yourself squarely and consider yourself. To solve the problem, you must first find the reason from yourself.

B) take measures in accordance with local conditions and adopt methods that adapt to local conditions.

C) everything should be based on the interests of the customer.

3. Market threats:

a. Coffee and tea in Mingdian.

c. Shangdao Coffee: as the specific data are unknown, we will not make a specific analysis here. Targeted research can be carried out if necessary.

4. Opportunity:

a. Close to colleges and universities and office buildings

b. Have a good goal

c. Consumer group resources, especially the university market, are still in an undeveloped state.

c. High quality products

e. The price has a certain advantage.

f. The overall environment of the store is good, the style is chic, clean and elegant, suitable for rest and talks.

g. A unique coffee culture

h. Excellent backing of market operation.

In order to give full play to the advantages of Blue Night, we must understand our own shortcomings and the strengths of competitors, solve the problem from the perspective of consumers, and achieve results from two aspects: improving Blue Night itself and exploring consumer demand.

Fourth, marketing strategy:

(1) to lead the white-collar market with the university market: (time: may 8, 2003-May 31, 2003)

The first stage: pilot in the university of Jinan, carry on the theme propaganda: draw up Shandong Institute of Architecture and Engineering

1. Media: publicity posters, publicity cards, campus TV networks (see Appendix 2 for details).

a. Poster: 1 open, posted twice a week, two copies at a time.

c. Promotional cards: 22cm×5 cm (70% discount), 1000 copies (with price list).

d. TV: three advertisements for DV.

e. Student membership card: 8.5cm × 5cmfocus 20% discount, 200 pieces will be issued in the first phase.

two。 Campus theme activities: spring Campus

a. Essays on mood stories:

Requirements: genre unlimited, within 3000 words, A4 paper printing, tell the mood story of college students. Original.

Reward: first prize: two RMB 100.00+ society membership card

Second prize: three ¥50.00+ student membership card

Third prize: four blue night coffee cups + student membership cards

Merit Award: five student membership cards

All winners can participate in the Blue Night Coffee Culture Lecture and enjoy a cup of Blue Night Coffee for free.

b. Public Service Advertising Competition: "Love Green, c. Pay attention to environmental protection.

Requirements: computer production, A4 printing. To love green, pay attention to the theme of creation, calling on people to protect the environment, protect green, and refuse environmental pollution. Original.

Reward: first prize: two RMB 100.00+ society membership card

Second prize: three ¥50.00+ student membership card

Third prize: four blue night coffee cups + student membership cards

Merit Award: five student membership cards

All winners can participate in the Blue Night Coffee Culture Lecture and enjoy a cup of Blue Night Coffee for free.

d. Photography Competition: "the Melody of Life"

Requirements: show the vitality of campus life or natural things, reflect the new atmosphere. 7-inch photos, no limit to black, white and color. Original.

Reward: first prize: two RMB 100.00+ society membership card

Second prize: three ¥50.00+ student membership card

Third prize: four blue night coffee cups + student membership cards

Merit Award: five student membership cards

All winners can participate in the Blue Night Coffee Culture Lecture and enjoy a cup of Blue Night Coffee for free.

d. Blue Night Campus Image Ambassador selection: spokesman of Spring.

Requires a good image, good temperament, health and vitality. The Blue Night spokesperson selected this time can be used as the image person of various Blue Night activities (such as DV series advertising actors, publicity and public relations personnel, etc.). The details are open to question.

3. Issuance of publicity cards and student membership cards:

Promotional cards: make blue night mobile publicity shelves, equipped with promotional cards, promotional pictures, placed at the gate of the campus, cafeteria and other areas with large flow of people to distribute.

Student membership card: distributed to the general branch of each department, and distributed by student cadres to the hands of students.

Give gifts on the spot in front of the Blue Night Mobile publicity shelves.

The second stage: market expansion to white-collar consumers: (time: may 15, 2003-may 31, 2003)

1. Media: promotion card, membership card, display board, etc.

a. Promotion card: 22cm×5 cm (70% discount) (with price list) 600 copies.

b. Membership card: 8.5cm × 5cm, 10% discount, the first issue, trade-in 400 pieces.

c. Display board: 1 open and mounted to KP board or board. (5 yuan). Indicate the details of the offer (price list).

two。 Place of distribution and display: at the intersection between Shanda Road and Jiefang Road.

The third stage: the stage of all-round market expansion: (after May, it will not be the focus of this planning case)

1. The market of colleges and universities is expanded to Shandong normal University

two。 Carry out the second phase of distribution activities.

3. The white-collar market extends to the whole city of Jinan.

(2) Blue Night's own targeted strategy:

1. Environment:

a. Make necessary changes on the basis of keeping the original style.

Add independent lighting in the semi-open area, a uniform top lamp or a small candlestick placed on the table to enhance its privacy. Originally, the mood stories of mocha and cappuccino, which appeared on a single page, can appear in the form of a sub-shot script, with photos as a carrier and a wooden frame group with a unified style hanging on the wall in the north of the store.

b. The publicity page appears with simple, clear text, mainly dialogue, coupled with exquisite photos to make it more intuitive.

c. The overall style is adjusted according to the season, and the layout of the foyer reflects the characteristics of blue night: mysterious and romantic.

The Tree of Spring in Blue Night (the language of the Tree)

d. A small leaf card is placed on the guest's desk as a message card, which can be used to write opinions, suggestions or other contents about the environment and service of the store. Choose whether or not to hang from the tree voluntarily. You can also write down some of your mood stories and hang them on the tree to keep the cards on the tree new and keep all the cards taken off according to time. It can be used as a witness in the store and as a souvenir for customers who patronize Blue Night.

e. Leaf decoration (for the embellishment on the table, some details)

f. Coffee cup cushion

Language of the Blue Night Forest: dark green European envelope sample: 18cm long, 10cm wide (approx., subject to cup length), which includes:

Stir with a stick 16cm, the top is made into a leaf shape, and the blue night theme logo is printed on it.

Two blue night napkins and a bag of sugar

(note: there is a short and stylish sentence above, which can be extracted from the mood card with the consent of the customer.)

Birth bottle: a transparent flat glass bottle with coffee beans in it, decorated with blue night green and silver ribbons. Put it on the table as a decoration. (its name means that espresso begins with coffee beans here.)

two。 Coffee making transparent, DIY's own coffee (marked: blue Night Doll)

Analysis:

An in a country like China, which is popular with tea culture, the production of coffee is mysterious to many people. Such openness can not only increase the interest of customers, but also have a deeper understanding of coffee culture.

b. Blue Night Coffee is unique in its production process, and the transparent production process is also a favorable aspect for its publicity.

c. The production of coffee, like the traditional Chinese tea ceremony, is a kind of culture and can be appreciated as an art. To a certain extent, this can also become a feature of blue night.

d. Many people may have tried to make coffee, but the effect varies. If you can make a cup of coffee under the guidance of a professional and watch it grind, extract and boil from your own hands, holding it in the hands of yourself or your lover with strong fragrance may be a more unique emotional expression for yourself and your lover.

Location: choose a place where you can see most of the seats in the store.

3. Publicity strategy: (lovers) the journey of love (advertising slogan)

Grind my love into a cup of strong coffee, and slowly melt it into your heart with its fragrance.

The journey of love begins and spreads in the blue night.

Do you want to grind a cup of coffee for your beloved? Blue Night makes love spread here.

A) make the above slogan into a beautiful billboard with 150cm high and 100cm wide and placed in front of the store.

B) autocratic two-heart soft pendants of dark green, blue night dolls (boys' braces, girls' pleated skirts, all dark green), as promotional materials and gifts.

C) promotional page with brown background, blue night doll on the left and slogan on the right. Part of it can be in the form of a leaf card mentioned above, hanging from the tree. Blue night dolls hang from the tree.

Specific implementation:

A) because of the complexity of the coffee production process, before DIY, some professional and confidential work procedures can be made by specialized staff in advance. Customers carry out some simple programs under the guidance of professionals.

B) the tools needed in the production process, such as gloves, spoons and cups, should be beautifully made and emblazoned with the blue night logo. The safety of customers must be ensured in the process.

C) the staff of the operation must fully reflect the beauty of coffee production and give people a kind of enjoyment. Pay attention to some details, using body language to convey the beauty of coffee is not only in its taste, its production itself is also an art.

D) there must be a certain period of time for both the coffee production demonstration and the coffee DIY. Generally speaking, it is 3: 00 in the afternoon, 5: 00 in the afternoon, and 7, 00, 10, in the evening.

4. Promotion of Coffee Culture, Blue Night Club magazines

Analysis: a) starting from the coffee culture, let people really understand coffee, understand this culture in order to have a correct understanding of this kind of consumption, can better guide consumption.

B) make it easier to promote.

Specific implementation:

A) title: (tentative)

B) first issue number: (about 20 pages)

Tone: follow >, dark green as the background color

Content: the previous introduction to the production of coffee and coffee in foreign culture

After that, it introduces the basic situation of Jinan store, the brief introduction of the manager and clerk (with photos), the development of the store (including the situation of Jinan branch), the price and taste of coffee and other drinks in the store and its uniqueness. Finally, the address of Jinan Blue Night Club (with orientation map) is introduced.

C) A quarterly newsletter can be launched thereafter (tentatively)

Cover: different coffee shops around the world, Blue Night branches around the world with different geographical and cultural scenery (can have different changes)

Content: each issue should have a fixed section to introduce coffee culture around the world.

Blue Night Coffee concept

Recent promotional activities and discount activities of Blue Night

The last three or four pages introduce the basic situation of the store in Jinan, the manager, the clerk's profile (with photos), the development of the store (including the branch in Jinan), the price and taste of coffee and other drinks in the store and their uniqueness. The address of the blue nightclub in Jinan (with azimuth map)

4. Storefront wall beautification:

The overall environment of the store has a great impact. Consumers who patronize frequently will not have an aversion to it, which will have a certain psychological impact on the operation of our store. For this reason, it is necessary to transform it to cater to the overall style of the Blue Night storefront.

You can do the following:

a. The wall can be painted as a blue night logo color: dark green; with blue night VI image.

b. Can be matched on the wall with store mural style wall painting.

c. Can indicate the blue night recent advertising slogans, theme activity slogans.

(3) membership card replacement: including the issuance of student membership cards and the update of new membership cards.

Specific implementation: (tentative)

a. Membership card appearance:

Size: 8.5cm length, 5cm width

Material: soft plastic

Card face: front: with the dark green of blue night as the background, add the leaves on the blue night sign in the lower right corner of the card, in the middle is a blue night coffee cup braving a few strands of heat, and the word blue night is in the upper left corner to the middle.

Content: 1. This card is a symbol of your noble status.

two。 You can enjoy a 10% discount for card holders (a discount of 15% for student cards).

3. Please show this card when invoicing and checking out.

4. There are reward activities in our shop, which are carried out on the most favorable terms.

5. The right of interpretation of this card belongs to the Blue Night Cafe.

b. The issuance of membership card: the original membership card holder can be exchanged directly with the original card.

Carry out pilot projects in several nearby universities (tentatively Shandong Institute of Architecture and Engineering and Shandong University), issue membership cards free of charge, and leave contact information during the distribution process, so that some preferential activities in the future can send publicity materials in time. Put this information by ordinary mail to nearby writing rooms and star hotels, as long as you go to the store, no matter how much, you can apply for a membership card free of charge (this consumption is not included in the membership system, calculated at the normal price).

(plan 2: in the form of accumulated point consumption, a free membership card can be given after five times of consumption, and the customer's personal data need to be registered.)

(4) launch new products and services, enrich the variety of products and improve the quality of service: (tentatively)

1. Launch a business package

two。 Ensure the quality of products.

two。 Launch a health package

4. For white-collar workers.

5. Launch takeout fast food.

6. Provide door-to-door service for delivery.

7. Each table is provided with a bell (or electronic bell) to facilitate customers to spend two or more times.

Fifth, the activity budget: slightly.

VI. Effect evaluation:

1. Blue Night is becoming more popular in Jinan market, especially in colleges and universities.

two。 In the short term, passenger flow has increased significantly, and profit margins have been improved.

3. Develop a group of loyal consumers of Blue Night.

4. Blue Night storefront environment is more user-friendly.

7. Summary:

This planning project focuses on the university market, and strives to drive white-collar consumers in the university market, seek short-term growth points, and seek the long-term development of Blue Night. Therefore, the promotion activities in the university market are planned in detail. At the same time, due to the associated relationship between these activities, if there is an unexpected situation in one of these activities, the other activities should be adjusted quickly and effectively. In addition, the activities listed in the plan are for reference only. If there are unrealistic situations or better ideas in the process of implementation, adjustments should be made accordingly.