One-year marketing plan of hotpot restaurant

Marketing planning scheme of "Fresh Sheep House" Sanwei Hot Pot Restaurant

I. Company Profile

Xinxiang City "Fresh Sheep House" instant-boiled mutton hotpot restaurant is located at No.20 Renmin Road/KLOC-0, Xinxiang City. You can take bus 3 1 in the city and get off at the city cross station. Grassland fresh mutton restaurant, the name may be unfamiliar to ordinary diners. In a mainland city like Xinxiang, such authentic Inner Mongolia instant-boiled mutton is rare.

The fresh sheep shed was founded in Baotou, the "hot pot capital" on the Inner Mongolia prairie in 20065438+065438+February. With its novel three-flavor hot pot, unique five soup flavors, eight pot bottom combinations, excellent quality of fresh mutton with Inner Mongolia characteristics, rich flavor of China traditional food culture and profound modern marketing management, it was a success in one fell swoop. In the fierce competition, the hot pot industry has sprung up and become a bright catering star.

Inner Mongolia Fresh Sheep House Catering Co., Ltd. is headquartered in Baotou, Inner Mongolia, and has registered the trademark of the State Administration for Industry and Commerce. The new processing technology of Sanwei hot pot mutton has won two national patents. In February 2003, it was awarded the title of "Green Catering Enterprise" by China Cuisine Association. With a high sense of responsibility and professionalism, Xianxiaolou people build a brand with quality and seek development with integrity. At the same time, they have gradually formed a set of professional management modes of joining, planning, training, distribution, management and marketing. Now it has developed more than 300 franchisees and 90 regional general agents in China. And it is rapidly expanding to the whole country at an unstoppable speed.

The company's goal is to build the first brand in China hot pot industry. The service tenet is: customer first, and the customer satisfaction rate of 100% can be achieved in all aspects. Since the establishment of 200 1, the production concept has been constantly innovated, and more than 300 franchise chain stores have been established in China. In the process of rapid development, the company maintains a steady and steady style, promotes the overall appearance of the enterprise with a realistic and innovative style, and promotes the chain business of fresh sheep houses to a new level.

Second, environmental analysis

1, macro/micro environment analysis

To understand instant-boiled mutton, we must first understand the origin of instant-boiled mutton. The legend of instant-boiled mutton originated in the Yuan Dynasty. In those days, Kublai Khan, the commander of Yuan Shizu, made an expedition to the south. During a March, he suddenly remembered a dish in his hometown-stewed mutton, so he ordered his men to kill the sheep and burn the fire. The cook knew that he had a bad temper, so he used his quick wits. He cut off more than ten thin pieces of meat with a flying knife and stirred them in boiling water several times. When the color of the meat changed, he immediately fished it out and put it in a bowl and sprinkled it with fine salt. Kublai Khan ate several bowls in a row, turned over and mounted his horse to meet the enemy. As a result, he won a great victory. When preparing for the celebration dinner, Kublai Khan specially ordered mutton slices. The chef hurried forward and said, "This dish has no name yet. Please give it a name. " Kublai Khan smiled and replied: "I think this is called' instant-boiled mutton'!" Since then, "instant-boiled mutton" has become a court delicacy.

Instant-boiled mutton pays attention to fine knife work, thin and complete meat slices and palatable seasoning. Seasonings generally include sesame sauce, Shaoxing wine, bean curd, Chili oil, pickled chives, pickled shrimp oil, special soy sauce and so on. When eating, customers sit around the stove, rinse the mutton slices in boiling soup, dip them in seasoning, and eat them with the rinse. They are delicious. Instant mutton is suitable for all seasons, but winter is the best. Heavy snow outside the window, a cold scene; The room was steaming, and a few friends were eating and chatting, which was another scene of full swing. After hundreds of years of development, instant-boiled mutton has become a good popular choice in people's daily catering.

Donglaishun Restaurant, located near Dongan Market in Wangfujing Street, has a long history and is the first choice for instant-boiled mutton. In addition, in the streets of Beijing and Shanghai, instant-boiled mutton shops can be seen everywhere, which shows that instant-boiled mutton has occupied a high position in people's hearts. In the mainland like Xinxiang, instant-boiled mutton is also very attractive, which can be seen from people's enthusiasm for hot pot restaurants.

In a mainland city like Xinxiang, there are not many opportunities for people to get in touch with grassland by-products. Compared with the popular milk in the mainland, instant-boiled mutton has a strong appeal in the hearts of citizens. According to the survey, especially in winter, people like things that can make people warm up after meals, and hot pot is of course people's first choice. Warm tonics like mutton and beef are also beneficial to people's health.

Therefore, the objective environment in Xinxiang area is very beneficial to this newly opened fresh sheep shed branch. In the case that instant-boiled mutton is not very popular in Xinxiang, it is a good opportunity to open a instant-boiled mutton shop.

2, competitors, opportunities \ threat analysis (OT analysis)

Donglaishun instant-boiled mutton restaurant is a famous and oldest instant-boiled mutton restaurant in Beijing and even the whole country. 1903 was founded by the Hui people named Ding Deshan. Donglaishun instant-boiled mutton has almost become a model of mutton production in China. 1989, the instant-boiled mutton in this store won the Golden Top Award for quality products of the Ministry of Commerce. 1994 was recognized as a famous brand halal food in the first national halal cooking technology competition.

But Xinxiang is local, and Donglaishun has no branch. Xinxiang has a long history. It is a large-scale hot pot restaurant with instant-boiled mutton as the main ingredient. It is located in the middle section of Renmin Road in Xinxiang and headquartered in Beijing. Founded in 1998, it has opened four branches in Xinxiang, which has a strong influence in Xinxiang hot pot industry. When Jin Yong tasted Koufuju's mutton in Beijing Head Office, he was full of praise and wrote an inscription in the store. The food in the official mouth is of good quality and has won the public's reputation. In addition, there are "Old Beijing" hot pot restaurants, "Grassland Xingfa" hot pot restaurants, "Changlaishun" braised mutton, Zhuyuan hot pot city and other hot pot restaurants with certain influence and good reputation and influence in different regions of Xinxiang City.

In such fierce market competition, it is difficult to survive in such competition if the fresh sheep shed does not have certain unique advantages. The fresh sheep shed is fully aware of this and gradually develops its own unique method of making instant-boiled mutton, which also makes its own mutton in Inner Mongolia have a different pure taste under such cooking.

The fresh sheep shed has a production base of 10,000 mu of mutton. Every serving of mutton you taste is carefully selected fresh sheep shed meat, which has been slaughtered, processed and sliced. Fresh sheephouses are all made of lambs less than one year old, which are refined through many processes such as acid removal, tendon removal and detoxification. It is characterized by fresh and tender meat, which is not rotten after long-term rinsing. Regular consumption has the effects of invigorating qi and kidney, nourishing yin and strengthening yang, warming stomach and strengthening body, and is especially suitable for people recovering from illness. The first original Sanwei hot pot has been chained all over the country, occupying a certain market and winning a good reputation. The mountain delicacies soup brought by the store can be drunk without washing. Has the effects of beauty beauty, moistening lung, regulating qi, and removing toxins from body. Very suitable for office workers. Red cumin soup is bright red in color, spicy and refreshing, and has a long aftertaste. It has the effects of appetizing and invigorating the spleen, eliminating dampness and expelling wind, and eliminating fatigue. It is a business food for weekend leisure. This product is oily but not greasy, spicy but not dry, and can be eaten for a long time. People feel not only delicious food in fresh mutton shops, but also meticulous and comprehensive service, which makes people feel as comfortable as eating at home. It is such a good product and good service that is the foundation of the fresh sheephouse now and in the future.

Adhering to the principle of taking customers as God and developing services and business with customers as the center wholeheartedly are the guidelines that every business must adhere to. At the same time, neighboring competitors are introducing their own new cuisines, new foods and new ways of eating. Therefore, the fresh sheep shed must be aware of this, stick to it for a long time, and always be at the forefront of market competition.

3, 4P analysis

In the marketing process of an enterprise, 4P has great influence in this process. In the concept of marketing mix, 4p refers to product, price, channel and promotion. These 4Ps (product, price, location, promotion) are the controllable factors in the marketing process and the main means for enterprises to carry out marketing activities. Their specific application forms the marketing strategy of enterprises. Whether it is used well or not also profoundly affects the future destiny of the enterprise.

1, product

As a hot pot restaurant, the main product of fresh sheep house is undoubtedly related to hot pot. The feature of the fresh sheep shed is instant-boiled mutton, which is the advantage of the fresh sheep shed and the signature food that the fresh sheep shed should focus on. In addition, all the food in the fresh sheep shed should be instant-boiled mutton, which is the direction that the fresh sheep shed should adhere to now and in the future, and others should undoubtedly be based on this.

2. Price

The store area of fresh sheep shed is 230 square meters, and the guest capacity is 150 square meters. According to Fan Tong's statistics. COM (www.fantong.com), due to the size of this store and the consumption habits of Xinxiang people, the per capita consumption of fresh sheep houses is only 25 yuan. This price is completely acceptable to the average consumer. Therefore, compared with other large shops, the fresh sheep shed obviously has a certain price advantage. Fresh sheep houses should seize this advantage and attract more middle-and lower-class consumers without reducing the quality of food and service.

3. Place

Xian Gaolou is located at No.0/20, Renmin Road, Xinxiang City. Renmin Road is a relatively prosperous street newly built in Xinxiang, with a very large passenger flow, especially on weekends and nights, and there are many consumers on this road. Some high-grade residential quarters are close to the Fresh Sheep Pavilion, and the important geographical location of Renmin Road in Xinxiang and the developed traffic environment around it have brought certain advantages to the operation of the Fresh Sheep Pavilion, which is very conducive to promoting corporate culture and establishing a good reputation among the broad masses of the people.

Step 4 promote

In order to establish a good image and solid foundation of the enterprise in a short time, it is necessary to take certain promotion measures, which is conducive to people's understanding of fresh sheep houses; Therefore, in the early stage of starting a business, promotion means are essential for the promotion of enterprises. Publicity is an indispensable means for enterprises to expand their popularity, especially in the early stage of starting a business, enterprises must take this as the focus of marketing plan formulation, and other activities should take this as the center.

Fourth, action.

Talking on paper will not bring any benefits to enterprises, only practical actions can bring benefits to enterprises. According to its own objective situation, the fresh sheep shed should formulate a marketing strategy in line with the local environment to pave the way for the next development of the enterprise. Specifically, the following strategies can be adopted:

(1) At the beginning of business, temporary or fixed booths will be set up in bazaars, shopping malls and residential areas. (You can also find a partner or retailer)

(2) Pull banners and distribute leaflets near the shops.

(3) Set up some mass organizations, issue discount cards, and you can get discounts when you use them.

(4) Establish close customer relationships and send a small gift to customers on their birthdays, wedding anniversaries or when they are sick.

(5) When the new product goes on the market, it will be given away with the small package for free.

(6) Invite local celebrities or government officials to visit, inscribe and take photos.

(7) Organize local vegetarian cultural activities, such as gathering of centenarians on the Double Ninth Festival, to expand the influence of vegetarianism and storefronts.

(8) Carry out activities of "offering love" and "offering filial piety" on holidays, so that children can send health to their parents.

(nine) to participate in public welfare activities related to health, health preservation, beauty and fitness.

(10) Cooperate with local media to launch hot pot lectures, hot pot columns and hot pot recipes on holidays.

Verb (short for verb) target

While developing business, the company should adhere to the enterprise spirit of "quality-oriented, honesty-oriented, achieving great achievements and winning the Millennium", take the word "precision and honesty" as the company's business philosophy, focus on customers, and pursue the business purpose of "product quality is life, quality service is the foundation, modern management is the means and customer satisfaction is the goal". On the basis of implementing the national quality management system, in order to maintain a good reputation and image, the Fresh Sheep House Corporation, headquartered in Baotou City, Inner Mongolia, uniformly distributes raw materials for national chain stores and provides unified and powerful technical guidance, supervision and service for hotels.

Adhering to the service tenet of "customer first, customer satisfaction rate in all aspects reaches 100%", constantly improving product quality, and finally achieving the enterprise goal of "building the first brand in China hot pot industry" is the struggle direction of Xianxiaolou and a commitment to consumers.

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