"Creativity is the soul of advertising", a famous saying circulating in the advertising industry, was put forward by American advertising master david ogilvy as early as 1960s. Obviously, very strict requirements are put forward for advertising planners.
I like advertising planning for your reference:
Catering plan: advertising marketing plan of Dajutong Food City
I. Introduction
"Food is the most important thing for the people". With the development of economy and the continuous improvement of people's living standards, the catering industry has mushroomed, and the phenomenon of "each leading the way for one or two years" has aroused the reflection and reference of most operators. For Dajutong Food City, there are more and more similar hotels in the market, and many direct and potential competitors make the competition in this industry extremely fierce. "Know yourself and know yourself, and win every battle", find the entry point of competition, establish appropriate market positioning, and thoroughly shape the corporate image, which has become the magic weapon for enterprises to win.
The food industry in Nanning has developed rapidly in recent years, and food factions with the theme of stylization, regionalization and fashion have appeared in Nanning market one after another, and most of them have achieved successful sales performance, which shows that consumers in Nanning have long loved and recognized food consumption.
Looking through the history of Nanning's food industry, we can see that Sichuan cuisine and Cantonese cuisine, as well as overseas food culture, western food, Japanese food, Korean food, buffet and so on, which caused quite a stir in that year, were successfully promoted in Nanning's food market. From these successful experiences, we can see that Nanning consumers do not reject the trendy food culture and distinctive consumption forms, but greatly appreciate them. This situation has greatly enhanced our advertising planning and investors' confidence in sales performance.
As far as the merchants currently operating are concerned, most of the merchants in Nanning food industry now operate with a single food school as the theme, and their scale advantages and comprehensive advantages are not obvious. It is worth noting that these types of businesses are small in scale, with obvious management advantages, and their styles, grades and brand images are deeply rooted in the hearts of the people. Therefore, this content should be listed as a competitive point in this planning work.
Dajutong Food City will build the aircraft carrier of Guangxi catering industry, and will launch advertising marketing with scale advantage, regional advantage and comprehensive advantage as the main selling points. Its opening is bound to set off a gourmet consumption boom. In order to quickly occupy the Nanning catering market, improve the popularity of Dajutong Food City in Nanning catering industry, win the trust and recognition of consumers, and achieve the purpose of long-term prosperity of business. In order to achieve this goal, this plan is formulated for the reference of Dajutong Food City.
Second, market research.
The market research work of this planning case is divided into the following aspects: market background analysis, consumer psychological deconstruction, successful case analysis of news hype, market positioning, brand building and product route analysis.
1. Market background analysis
This year, Nanning's construction, real estate, automobile and other industries have shown a promising development trend for investors. What excites investors in the catering industry is that the adverse effects of SARS ended earlier than expected. With the gathering of various food factions, the food industry is bound to rise again, and the consumer market has the possibility and space to heat up. From the analysis of the operating conditions of several food industry leaders, it can be predicted that there is still considerable profit space for investing in the food industry, which undoubtedly enhances investors' investment confidence.
-A more comprehensive and large-scale food city will inject new vitality into Nanning's food industry.
2. Deconstruction of consumer psychology
Lejiadi's Brazilian barbecues, green cafes, Little Sheep, Old Sichuan and Miben Japanese cuisine all meet the consumer psychology of Nanning consumers seeking benefits, novelty and enjoyment, thus obtaining gratifying sales performance. From these successful cases of market verification, we can make clear the main commercial promotion strategies and operational ideas of this planning work.
-further satisfy the public's consumption psychology of pursuing freshness, affordability, taste and fashion.
3. The focus of news hype appeal
In Nanning's food industry, brands that have achieved success through appropriate news hype, such as Sanpinwang, Carriage Six Hot Pot City, and recently Little Sheep, Sunshine Breakfast, etc. There are countless examples of investors gaining commercial value in news hype.
-"sensational effect" and "topic effect" have been important ways in the process of commercial promotion, and are also important guarantees for market recognition and sales performance.
4. Market positioning, brand building and product line.
Further analyze the successful business planning cases of Nanning food industry. It is not difficult to find that food projects with strong cultural connotation, strong humanistic color and outstanding style characteristics are effective ways to succeed. Early successful examples, such as Louis XIII Western Restaurant, Beautiful China Ice City, Beauty Dating, etc. And the nearest Green Leaf Cafe and Shandao Coffee. Among them, reasonable and clear market positioning, brand building and product line have become the key contents to be studied and considered in advertising planning.
-establishing cultural connotations, humanistic themes and style characteristics.
summary
Based on the analysis and guidance of the above successful experience, it is not difficult to find that the way to enter the food industry in Nanning is mainly to satisfy the consumption psychology of Nanning consumers seeking benefits and styles, to carry out more detailed and practical advertising planning schemes through novel hype gimmicks and various activities that benefit consumers, plus layered consumption connotation, rich cultural color and clear market positioning.
To sum up, the focus of this planning work should be divided into the following aspects:
1 further analyze consumer psychology.
2. Establish a news hype program.
Forms of organizational activities and specific implementation plans.
4 brand image setting.
5 target social effect.
6 consumer group positioning.
7 Seek more attractive cultural connotation.
8. The establishment of enterprise CI.
Further explore the advantages and characteristics of Dajutong Food City.
10 What qualities, feelings and ideas does Big Giant Child have?
1 1 the ideological appeal and conceptual direction of soft-text hype.
12 determine the unified publicity image. (Color matching and slogans of newspaper advertisements and outdoor advertisements)
13 further analyze the current situation of competitors to obtain more favorable strategic points.
In order to formulate correct strategies and guide their implementation in a very short time, we must fully understand the brand market situation, and fully enter the local people's living conditions and integrate into the lives of local consumers, so as to formulate strategies and implementation plans that conform to their lifestyles and psychology.
Therefore, this case believes that the specific contents of the above work focus need further detailed communication and cooperation with your company, and a more feasible and correct advertising planning scheme can be completed on the basis of more in-depth and objective market research and analysis.
Third, the overall situation and competitive strategy of Dajutong Food City:
After years of development, the food industry in Nanning has occupied an important position in Nanning's economic system, and the stage of cultivating the market has long passed. At present, investors are faced with a more mature and attractive food consumption market. From the analysis of the development of various industries in Nanning, the consumption power of consumers in Nanning has gradually increased, greatly improving the investment guarantee coefficient.
At present, the investment scale, investment location and business projects of Dajutong Food Plaza have been determined. It can be expected that the social effects and social influence obtained after Dajutong Food City is put into operation will have a far-reaching impact on the consumer industry in Nanning and even Guangxi.
It is urgent to further tap the advantages of Dajutong Food City and improve the promotion scheme.
Dajutong Food City is a super-large aerial food plaza in Guangxi at present. Located on the eighth floor of the North Building of Nanning Department Store, it belongs to the center of Nanning, with superior geographical location, dense population and large passenger flow. Its business area is 5000 square meters, with seafood city, leisure bar, performing arts cafe, Japanese cuisine, Korean barbecue and local snacks. Multi-level catering services can meet different consumer groups.
According to the investment scale of Dajutong Food City, look for the direction of speculation. The proposal of this case mainly focuses on the large scale, the whole variety of food and leisure, the revolutionary social effect of the food industry and the more open management model and concept.
According to the investment location, further tap the regional advantages. The geographical advantage of the food city is very obvious. It is located in the most frequent and intensive commercial activities in this city, relying on the current geographical advantages of people flow. But McDonald's, which is located on the first floor and specializes in western-style fast food, will form competition. Therefore, it is necessary to set up corporate style signs and advertising inkjet inside and outside the venue. In such a region with frequent consumption behaviors, we will further take advantage of consumers' high willingness to spend and launch preferential activities on the spot.
According to the characteristics of various foods in the food city. Combined with the concept of shopping center, this paper puts forward the concept of one-stop food city, makes full use of consumers' favorite shopping habits, and establishes Dajutong Food Plaza as a gathering center of food culture in consumers' minds through indirect soft publicity.
Fourth, the market prospect analysis:
Based on the above analysis of the advantages of Dajutong Food City, the consumption demand of the food city can be roughly divided into the following categories:
1. Psychological characteristics of general consumption
(1) Profit-seeking psychology. Most consumers pursue economic benefits and value for money, which is more influenced by price factors. Dajutong Food City is open to the outside world and will be accepted by consumers.
(2) seek comfort. Dajutong Food City has created a beautiful dining environment and high-level service for consumers. Let consumers feel at home.
(3) curiosity. This is particularly prominent among young consumers, who are attracted by various performing arts activities launched by Dajutong Food City.
(4) the psychology of seeking names. Dajutong Food City can also meet many consumers' demands for high quality, showing off at banquets and pursuing conspicuous consumption.
2. Social (public relations) consumer demand
The multi-level catering service and beautiful environment of Dajutong Food City provide a good place for this consumer group.
3. Leisure diet needs
For Dajutong Food City, we should pay special attention to the curiosity and curiosity in customer consumption. Performing arts café provides a good consumption environment for leisure people.
Verb (abbreviation of verb) Suggestions on the planning scheme of opening celebration activities.
According to the above market research and analysis, in view of the fact that Dajutong Food City is a super-large multi-level aerial food plaza in Guangxi, the opening activities focus on establishing a good reputation and reputation, and the direct purpose is to inform the society that Dajutong Food City will welcome customers with a brand-new image.
Based on the purpose of reflecting the cultural taste of food city and creating a cultural atmosphere, the theme of opening activities can be set as: spreading food culture and showing the customs of Nanning people.
Specific suggestions for opening activities are as follows:
1. Invite relevant government officials, social celebrities and Nanning media reporters to attend the opening ceremony.
2. 1 1.7 to1.1.4, carry out activities with the theme of "taste Chinese and foreign food and listen to traditional folk songs".
3. Absorb mid-range consumer groups and open the market through word-of-mouth publicity.
Countermeasures: Dajutong Food City has launched an economic package of 8- 10 yuan.
4. Dajutong Food City shows its advantages with excellent dishes and special services, and creates brand-name services to guide consumers' consumption.
Countermeasures: 1. When food festivals are held, consumers will select the best dishes, the best chefs and service stars.
2. The Food City takes the lead and cooperates with government departments to select master chef in this industry, with the aim of improving the reputation of the Food City.
5. Reflect the elegant cultural taste of Dajutong Food City, spread Guangxi culture and show local customs.
Countermeasures: Invite the art troupe to perform in the food city in the first week of opening.
6. Establish the social public welfare image of Dajutong Food City.
Countermeasures: 1. Donate or establish a foundation;
2. Sponsor the benefit performance of the art troupe.
7. cater to the interests of consumers and seek truth from facts.
Countermeasures: The food city gives coupons or discounts and so on.
8. Dajutong Food City opened and launched large-scale celebration preferential activities, creating a sensational effect.
9. Hanging banners and colorful flags set off the atmosphere of the opening ceremony.
10. Distribute publicity materials on the spot to introduce the food city in detail.
1 1. Find an image spokesperson for further hype.
Sixth, advertising strategy suggestions.
1. Advertising target
(1) Inform Nanning Citizen University to open Jutong Food City.
(2) Attracting customers with new, strange, special, different and comprehensive food culture and leisure culture features, and successfully opening up multi-level and multi-directional markets.
(3) Enhance the service characteristics of Guangxi humanistic food city, and cultivate customers who prefer humanistic customs.
(4) Since its opening, a series of advertisements with the theme of "Greentown Style" have been carried out through "Opening" and "Leisure Tea" respectively, and the brand-new cultural image construction of Dajutong Food City has been completed.
(5) Cooperate with a series of promotion and public relations activities to promote enterprise management.
2. Advertising objectives
(1) Business people. Almost all public money consumption and entertainment are related to it.
(2) urban white-collar workers. All leisure and cultural curiosity are based on him, and their interpersonal influence is also great.
(3) Nanning nationals or foreign offices and enterprises in Nanning. The creation of food culture in Dajutong Food City depends on their participation.
(4) Mid-range consumers. They will become the leading force of food city consumption.
3. The focus of advertising appeal
According to the specific provisions of the above advertising objectives and advertising objectives, in the different stages from the opening of Dajutong Food City to the future, the following key points should be grasped in the pursuit of the brand culture of "Greentown with a variety of cuisines":
(1) Dajutong Food City has a unique dining environment, strong atmosphere, inexpensive dishes, thoughtful, exquisite and enthusiastic service.
(2) It is meaningful to meet friends and celebrities in Dajutong Food City.
(3) Nanning is rich in humanities, simple in folk customs, taking a short break, listening to songs and tasting tea, and experiencing foreign countries.
In the appeal, we should grasp the following key points for the brand image of Dajutong Food City:
(1) In terms of brand culture, Dajutong Food City "combines Chinese and foreign food with Jutong food".
(2) In the style of dishes, Dajutong Food City is "just one dish, all kinds of dishes are delicious".
(3) In terms of service style, Dajutong Food City is "bright and warm in memory".
It is suggested that "Jutong cuisine, unlimited feelings" be the main slogan, and "Jutong cuisine gathers Chinese and foreign cuisine" be the sub-slogan. Under the condition of the same theme, the subtitle of each advertisement should be specified separately.
4. Advertising performance strategy
Because this planning case is based on the long-term development of Dajutong Food City, focusing on the enrichment and promotion of corporate brand connotation, we strive to grasp the advertising appeal systematically, accurately and pertinently; In the implementation of advertising and the concrete expression of advertising appeal, we should choose the expression mode that conforms to the brand cultural characteristics of Dajutong Food City according to different stages, different objects and different advertising objectives, specifically:
(1) The complaint language is concise and straightforward, which is convenient for memory and oral communication.
(2) Advertising creativity is appropriate, and the picture and language are rich in cultural elements of Greentown.
(3) The expression of advertising appeal is multi-angle and serialized.
(4) Advertisements are put in stages, trying to force memory.
(5) The content of the advertisement is warm and frank, which conforms to the folk customs of Nanning.
The advertisement of food city is different from the advertisement of general products, which should include the display of various elements such as food, service and environment that consumers need. Consumers' trust in advertising is generally high, and their consumption behavior also shows strong attachment characteristics. Therefore, we have the following suggestions:
(1) Because TV has the widest audience, TV advertisements should be adopted in media selection. Formally, you can make a special report on Nanning Life Channel, and recommend the comprehensive appearance of the food city through TV programs. In addition, newspaper advertisements can also be placed simultaneously to expand the momentum.
(2) Make use of the news network of Dajutong Food City to create news events, report a series of promotional activities of the food city in time, and show the brand-new image of the food city.
(3) In order to establish the corporate image of famous stores, it is necessary to make a number of street signs, light box advertisements and banners, and launch the advertising language and corporate logo of the food city.
(4) Co-organize or sponsor some special programs with TV stations or radio stations to introduce the local customs of Nanning, expand the popularity of the food city and enhance the cultural heritage.
(5) Make the photos of the food city into miniature cards or postcards and stick them on the menu or give them to customers to make them intuitive.
(6) Distribute publicity materials highlighting the characteristics of the food city to customers.
Seven. Overall communication strategy
Advertising promotion depends on advertising media. The advertising target of Dajutong Food City, that is, the composition of the advertising audience, is complicated, which should not only pay attention to the phased effect, but also meet the needs of long-term brand promotion. Therefore, the advertising media of Dajutong Food City should be a combination of several media in order to accurately spread the information to different advertising audiences.
According to the information load characteristics of different media and the influence of media on the audience, the demands of all-round advertising promotion of Dajutong Food City in different periods are arranged on different media, and the performance of advertising demands, that is, advertising creativity, is grasped. According to media characteristics, appeal content, advertising objectives and audience characteristics,
Here is a brief introduction to the basic strategy of media selection.
1. Newspaper advertisement
(1) The focus of newspaper advertisements
Newspaper advertisements have the advantages of large amount of information, easy to read, easy to save and illustrated, but the time limit of newspaper advertisements is relatively short, limited to the time of publication. As a catering industry, Dajutong Food City is characterized by less "ready-to-eat consumption". Therefore, the use of newspaper media is mainly manifested in the following three periods or three aspects:
A. On the occasion of the opening of Dajutong Food City, announce this information to the public, and fully display and introduce the service content, brand culture and promotion methods.
B. promotion during various festivals.
C. release other publicity information and public relations activities.
(2) newspaper advertising mode-one-open advertising
As Dajutong Food City needs to go through a long promotion time in advertising promotion activities, the advertising ideas provided by this planning case will be composed of various forms, and the basic ideas will be introduced one by one according to the media types and advertising operation stages, which are roughly divided into the following parts:
A. Advertising creativity (including newspapers, television, radio, outdoor and soft advertisements)
B. Festival advertising creativity (including newspapers, television, radio, outdoor and soft advertisements)
One of the advertising series of opening newspapers:
Slogan: Eat Chinese and foreign food and watch the scenery of Greentown.
Advertisement title: To taste Chinese and foreign cuisines, please go to Jutong Food City.
Subtitle: Jutong cuisine is newly opened, and Chinese and foreign customs are fully displayed.
Advertisement text: To gather Chinese and foreign cuisines and understand the food culture, it is necessary to gather cuisines.
Advertising copy (specifically introduce decoration pattern, service style, project price, etc.). , the specific content is omitted)
(3) Newspaper advertising mode-Jutong food truth advertising
Opening: Jutong Food Truth Advertisement-True Feelings
Jutong gourmet unlimited true feelings
-Greentown scenery show, gathering food.
When Dajutong Food City opens, it will display its novelty, strangeness, uniqueness, Excellence and completeness, including seafood city, Japanese cuisine, Korean barbecue and local snacks for you to taste. The environment of Dajutong Food City is innovative, and Chinese and foreign customs reappear. In order to thank Nanning citizens for their deep love for Jutong cuisine, we offer preferential treatment to consumers after opening:
A It's open for three days, and tea is half price.
Within three days of the opening ceremony, customers will get discount cards whether they come for dinner or tea.
C you can get a discount of 10% when dining with this advertisement.
D Diners who spend all over 200 yuan in Dajutong Food City can get a Jutong Food Premium Consumption Card.
E during the opening period, drinks are free.
(4) advertising volume
165438+1October 4th South China Morning Post, A2 or A3, 1/2 color version, hard advertisement;
1 1.5, Bagui Metropolis Daily, A2 or A3, 1/2 color version, hard advertisement;
165438+1October 6th South China Morning Post Bagui Metropolis Daily A1; Life newspaper, A2 or A3, 1/2 color edition; Nanning Evening News, A2 or A3, 1/4 color version, hard advertisement;
165438+1south China morning post on October 7, A 1 foot newspaper, hard advertisement;
165438+1October 1 1, South China Evening News, 2-3 soft advertisements;
165438+ 10/4, the food column of Bagui Metropolis Daily is soft and wide;
165438+1October 28th, the soft advertisement for the food column of Bagui Metropolis Daily;
65438+February 19, a soft advertisement in the diet column of Bagui Metropolis Daily;
65438+February 3 1, South China Morning Post, A2 or A3, 1/2 color version, special event advertisement for celebrating New Year's Day, hard advertisement.
Advantages: short release cycle and timely information transmission, which is conducive to the release of time-sensitive product advertisements, such as new product release and promotion activities. Newspapers are irreplaceable because of their large amount of information and strong explanation.
Disadvantages: long cycle and poor timeliness; Little influence;
2. TV advertising
Television advertisements are vivid and direct, which can fully display the environment and various dishes of Dajutong Food City, and are more mandatory. The release of TV advertisements is mainly used in the following aspects:
(1) On the occasion of the opening and promotion of Dajutong Food City, it is used to show the pattern and characteristics of the food city, to show the feeling of eating Jutong food, especially to show the unique service and unique scene of Jutong food.
(2) On the occasion of holiday promotion, it is used to show the holiday environment decoration and various entertainment supporting services of Jutong cuisine during the holiday.
Advertising investment:
165438+1October 4th to165438+1October 6th, the news comprehensive channel ta3 of Nanning TV Station (19: 35-21:30) is opened every five days.
165438+1October 4th to165438+1October 6th, Guangxi TV Life Channel, G8 (2 1: 05-2 1: 25).
Advantages: the image is infectious, suitable for corporate image advertising/wide audience/quick market response/deep family.
Disadvantages: short time, difficult to convey more product information; Advertising production costs are high and its adaptability is poor.
It is suggested that Dajutong Food City cooperate with Nanning TV Station and adopt the following advertising methods:
Subtitle advertisement
3. Outdoor advertising
Outdoor advertising media has the characteristics of long aging, which can be used to remind potential customers of department stores to do leisure shopping, especially individual catering customers, and has a good consumption reminder for pedestrians walking and sightseeing in Chaoyang Park.
(1) It is recommended to advertise large light boxes in department stores all the year round.
(2) Choose the road section with large passenger flow to advertise street signs. It is recommended to use it for many years.
(3) Design POP, beautifully designed storefront display, or hanging, or posting, or decoration, recommended for many years.
(4) distributing promotional materials and coupons;
(5) Cooperate with bus companies to advertise car bodies. Recommended for many years.
Outdoor advertising: outdoor billboards/street sign light boxes
Advantages: long-term media, high information arrival rate and exposure frequency; Concise and lively, with clear theme and strong image.
Disadvantages: only suitable for image advertising.
Point of sale POP: posters/sales light boxes/models/hanging boards and various printed materials.
Advantages: it is conducive to creating a selling point atmosphere;
For example, when there are many enterprises' products in the store, a good POP can make the products of this enterprise stand out;
Well-made and chic POP can easily attract consumers' attention and arouse consumers' goodwill towards enterprises and products.
Disadvantages: high design requirements
Competition of similar enterprises
Gift advertising: gifts for consumers; Gifts for dealers;
Advantages: practical value, appreciation value; Strong attraction;
Disadvantages: high cost; Limited advertising information capacity; Competitors are easy to imitate;
Print advertisement:
Advantages: fully introduce products; Flexible use;
Disadvantages: people are numb to printed advertisements; Distribution is easy to arouse consumers' disgust;
Step 4 broadcast advertisements
At present, radio advertisements have the advantages of fast communication speed, convenient production, certain compulsion and good inflammatory language.
Nanning has a large foreign population, so consumers who come to Nanning for sightseeing can get consumption information by taking a taxi. At the same time, they can use radio programs to promote food culture, and the forms of advertising and promotion are more active. Choosing radio advertisements can have an impact in many ways.
Advertising investment:
165438+1October 4th to165438+1October 7th, the traffic fax column of Nanning Radio Station, every day at 8: 30- 16: 30, 13 times.
It is suggested that Dajutong Food City cooperate with Nanning Radio Station to launch column title advertisements.
Main slogan:
1. True feelings are infinite, gather food.
Or: when food meets, the true feelings are infinite.
Jutong catering service will benefit thousands of households.
3. The four seasons in the world are warm in winter and cool in summer, and Jutong cuisine is sincere and unchanged.
4. The sea of people is vast, winter and summer are warm and cold, and Jutong cuisine is sincere and unchanged.
5. Jutong Food-Create a better feeling than home.
6. Nature creates green, and gathering food creates spring.
7. carefree, get together for catering service
8. Create nutrition with sincerity and create service with responsibility.