Coffee planning

Coffee planning 1 1. Place of origin:

Cross-Strait Coffee Shijiazhuang Store was established in June of xx, 10. As a well-known brand chain store in China, coffee on both sides of the Taiwan Strait integrates modern commercial multi-functional atmosphere, and is determined to achieve western food brand culture and fashion with China characteristics and build a national business and leisure communication network.

Judging from the current situation, the coffee shops on both sides of Shijiazhuang did not perform well in the initial stage of opening, resulting in less passenger flow in restaurants, and the social influence and brand reputation could not be reflected as a whole. Winter is approaching, which is the hot stage of the catering market. Cross-strait coffee should do various activities as soon as possible to attract tourists, operate stably before the Spring Festival, and achieve the goal of quick profit. After sufficient market research, Hsi Chin Culture Communication Co., Ltd. planned the "Cross-Strait Coffee" Christmas event for cross-strait coffee with unique creativity and years of successful hotel operation experience. This activity expanded the scope of publicity, intensified the publicity and carried out purposeful implementation strategies, which laid a solid foundation for expanding the social visibility, brand reputation and consumer awareness of cross-strait coffee shops in Shijiazhuang.

Two. Activity time: February+00, 65438+XX —— February 25th, 65438+XX.

Third, the theme of the event: successful communication begins on both sides of the strait.

Fourth, the organizational form:

Organizer: Cross-Strait Coffee Shijiazhuang Branch

Organizer: Jin Xi Cultural Communication Co., Ltd.

Five, the activity operability analysis:

Located at the intersection of Jianshe North Street and Guanghua Road, adjacent to the north side of Mianyi Overpass, it forms a prosperous business circle in the north of the provincial capital together with large public facilities such as Zhonghao Business Center, Donghai International Building, Renmin Pharmacy, Michaelis Furniture City, Huapu Supermarket and northland supermarket. The traffic location is superior and convenient, and there are no competitors within the regional radiation radius. Therefore, cross-strait coffee has a unique environmental advantage. On this basis, enterprises can use the favorable surrounding environment and facilities to carry out large-scale projects.

, purposeful publicity.

With the rapid development of southeast commercial economy, people focus on fixed areas, which leads to commercial saturation in a certain area. Although the overall situation is prosperous, due to the obvious fierce competition trend, enterprises have not gained real benefits. The north bears the important responsibility of conducting economic circulation, resulting in the complementary advantages of urban and rural areas, other provinces and local resources, and the mutual exchange of information, filling the gap of "cold" in the northern market. Therefore, the implementation of cross-strait coffee Christmas activities has certain operability and enforceability. Can promote cross-strait coffee to take the road of multi-functional western food development in the new era, guide the healthy and harmonious development of the catering industry, fully promote the development process of northern commerce, and create a new benchmark for the northern catering market!

Activity of intransitive verbs:

( 1)

True feelings between the two sides of the strait-free coffee tasting program

Time: 65438+February10 —— 65438+February 15, xx (peak time of people flow can be selected).

Venue: Square in front of coffee houses on both sides of the Taiwan Strait

Content: From June 5438+05 to June 5438+09, the organizer will set up a console in front of the cross-strait coffee shop (see figure), and the console will follow the theme and slogan of the cross-strait coffee enterprise image as a whole. The square was crowded with people, and many consumers rushed to taste the mellow coffee on both sides of the strait before the operation desk. I sent four hostesses (including clothes and ribbons), which read: (positive) Merry Christmas (negative). Successful communication begins with the responsibility of both sides of the Taiwan Strait. Two people make coffee for consumers on the spot, telling consumers about the cultural history of coffee on both sides of the Taiwan Strait, and the other two people distribute leaflets to consumers (one page mainly tells consumers that during Christmas, both sides of the Taiwan Strait.

Moral of the event: Christmas is the most important day in the West, and it is also an important festival that China urbanites are increasingly advocating in recent years. By tasting coffee for free, it shows that cross-strait coffee has entered consumers at a close distance, and through expressing the brand's integrity and social effects with great affinity, it has brought consumers into the deep level of cross-strait coffee. A large number of image displays have played a very good role in promoting the smooth convening of the event.

Suggestion: Jinxi provides the design scheme of the image booth for the merchants, including the production, the design and production of the leaflets, and the merchants send the hostesses to do promotional activities. (TBD)

Coffee Planning Chapter II Activity Background: Romantic spring comes into our life, grass grows and warblers fly, and everything recovers. Campus cultural life has entered a normal track. In order to fully enliven the campus atmosphere and enrich the extracurricular life of the students, polestar Music Club responded to the call of the students and carefully planned this wonderful, unique and novel party.

Organizer: polestar Music Club

Sponsor:

Activity Name: "Coffee Meets Milk Tea" Masquerade Theme Party

Activity theme: Coffee meets milk tea

Activity time: April 23rd, xx.

Venue: Renren Ballroom

Purpose and significance of the activity: enrich the campus cultural life, show the elegance of college students and improve the influence of the community.

Activity content:

The first part (about 1 hour)

1. The host made a short speech and the dance officially started;

2. The opening performance of the Music Association Group creates a ballroom dancing atmosphere;

3. Invited by members of the Music Association to drive others into the dance floor, everyone can dance waltz and cha-cha (5-6 dances) freely;

4. Street dance performance creates disco atmosphere;

5. The performer leads others into the dance floor, and everyone dances freely (3-4 dances).

The second part (about 1 hour)

Ballroom dance and disco dance are played alternately (1~2 dance intervals), and classic performances are interspersed among them.

The third part (about 1 hour)

1. Choose students to play games by drawing lots (numbers) (voluntary). The content of the game includes learning dance steps on the spot and dancing with misplaced music.

2. The public selected the best dancer, the most in-dressed, the most energetic and other awards, and presented awards;

3. Boys and girls give each other small gifts according to the same number;

You can take off your mask and continue to party. Let's dance with the rabbit.

Activity needs

1. Clothing: It is recommended to dress up with a unique personality in order to win the final prize of dance. You can bring clothes to the scene to change. Participants can get free masks or other decorations with numbers on them.

2. Gifts: It is recommended to bring small New Year gifts (not necessarily), such as greeting cards and bookmarks. Give it to old friends or new friends at the end of the dance. Set up small gift sales at the party promotion office and entrance (you can find sponsors to provide them).

3. Food: Boys can get a cup of coffee and girls can get a cup of milk tea for free. If you need another drink, you need to buy it from the service staff. Snacks and fruits are limited.

Pre-preparation:

1. sponsorship matters

2. Making and posting publicity banners, leaflets and posters.

3. Preparation of activities and games

Activity: 1. The opening ceremony of a band or dance.

2. Audience's song-ordering session

3. Game: The audience and members form a group pk.

Step 4: Dance class

Post-work:

1. Arrangement of activity photos and abstracts

2. Writing of the propaganda draft

3. Feedback the opinions of the audience

Activity budget: publicity banners, leaflets, posters, etc. : 300 yuan.

Stage layout: 150 yuan

Masks and Atmosphere: 200 yuan.

Prize: 50 yuan.

Food, water, etc. : 200 yuan

Other unforeseen expenses: 100 yuan.

Total: 1000 yuan

North Star Music Club Planning Group

xx.4. 14

Coffee Planning Chapter III 1. Market Background

Drinking coffee is a fashion, and drinking coffee has also become a culture, a mood and a way of life. With the popularity of coffee culture, campus has become an important place for coffee culture to settle in. Coffee shop has become an important place for people to communicate and entertain with others. Its value lies in providing consumers with high-level spiritual enjoyment. Coffee is not just a drink, but an atmosphere, a culture and a pursuit of life. The development of economy and society is bound to map to the campus, and the consumption of coffee culture is promising in the campus market.

Two. market conditions

At present, there are many coffee shops around colleges and universities, aiming at the college market one after another. But at present, the market of our school is still blank, and the competitive pressure is small. How to run a coffee shop that locates the university market and win in the fierce competition needs to comprehensively consider all kinds of favorable and unfavorable factors, give full play to its own advantages and create differentiated value for customers, so as to cut off its own piece of cake in the campus market. Colleges and universities are densely populated places. At the same time, they have a relatively high level of knowledge and culture, accept more western ideas and lifestyles, and accept new things easily. They have a strong desire to pursue a higher lifestyle, and some groups have higher consumption levels and more disposable income to buy non-daily necessities. Running a coffee shop on campus, on the one hand, can enrich the lives of teachers and students, on the other hand, has great potential for operators.

3. As far as style is concerned

Coffee shop is a warm and romantic style, providing customers with excellent service and the best enjoyment. The consumer groups of coffee houses are mainly students and faculty of our school, but there are also residents, parents and tourists of Yonggang Village. The food in the coffee shop is initially positioned at the middle price, because considering that the consumer groups are mainly students and their consumption consciousness is not strong, they will comprehensively consider the price and launch more drinks at the mass price. With a certain amount of sales, we will gradually upgrade the style of the coffee house to the middle and high end, increase high-style consumer products, ensure the balance of prices, and try our best to meet the consumption needs of various grades without reducing the style of the coffee house. Cafe will be divided into some areas with couples' booths, which will provide some romantic facilities and environment, but the minimum consumption or package will be set in this area to ensure the cost recovery.

Four. product analysis

1. Of course, the product system is mainly coffee, and there may be a small amount of other drinks or even food. Some drinks can be paired with coffee, on the one hand, it can meet the multi-level and multi-faceted needs of consumers, on the other hand, it can better retain these customers. The prices of various coffee products are quite different, which can be dominated by middle and low grades, supplemented by a small amount of high-grade coffee, to meet the requirements of customers at all consumption levels.

2. Price system: It should be slightly lower than off-campus coffee, because an important consumer group is students with limited economic income. The overall price system is dominated by middle and low grades, supplemented by high grades. On the one hand, it can enhance the image, on the other hand, it can meet the needs of consumers. ◎ Mobile pricing: Some coffee varieties consumed by the public can adopt mobile pricing. For example, several kinds of coffee have discounts every week, which can attract many people. ◎ Gift: For example, a series of promotional activities can be carried out for the couple market, with preferential prices and small gifts. ◎ Discount pricing: For example, when holidays come, or employees and friends spend money in the store, you can give a certain discount.

Verb (abbreviation of verb) propaganda strategy

1. Reaching a cooperative relationship with the school's associations can greatly increase visibility and future publicity work.

As an important organization in colleges and universities, mass organizations have a great influence on every college student. This is also a good marketing channel. You can establish friendly relations with the association and take measures to encourage the association to spend. For example, coffee shops have special community areas, and informal activities in the community can be carried out by using coffee shops. 2. Leaflets and posters: A certain number of leaflets can be distributed in places with high traffic (such as the entrance of the canteen and the entrance of the library), or a certain number of leaflets can be placed downstairs in the dormitory, and a certain number of beautifully made posters can be posted in communities and living areas.

3. Active communication: We can organize some specific activities (such as salons, dances, English corners, etc.). ) to attract people's popularity and achieve communication results.

4. Weibo, radio advertising: Make use of the Weibo that many students are using, and publicize it by sending a brother.

5. Network promotion: In view of the fact that colleges and universities are quite crowded places, we can use the word-of-mouth communication of coffee consumers. For example, you can recruit more part-time waiters who flow in shifts and promote the network through everyone's contact radius.

6. Official communication: Make official Weibo and WeChat of the coffee shop and publicize them online.

Intransitive verb financial plan

1. Strict financial management is a means to achieve profit and loss control by auditing the subjects of "Daily Report" and "Monthly Report".

2. Daily income should be counted in time, and all a la carte menus and receipts must be made in duplicate for checking and recording.

3. All items in the store belong to the fixed assets in the store and shall not be destroyed or taken away at will.

4. If the income is higher than the plan after the monthly settlement, the salary will be adjusted appropriately to arouse everyone's work enthusiasm. If the property of our store is found to have been destroyed without cause during work, it will be deducted from the salary or bonus of the responsible person.

5. For the accounts, we should make daily accounts, monthly accounts, quarterly accounts and year-end general ledger, so that the profit and loss of our store can be seen at a glance on the books and avoid the blindness of management.

6. Financial objectives: maximize profits, maximize investment objectives, and meet internal interests.

7. breakeven analysis When opening a coffee shop, the gross profit of sales should be close to or slightly higher than the industry average. After knowing the average gross profit level of other cafes and estimating the variable and fixed costs of cafes, we can calculate the breakeven point and determine the turnover needed to achieve breakeven. You can roughly calculate the sales profit rate and return on investment of coffee shops, so as to determine the payback period of investment. "Not only profit, but also service and doubt." As practitioners, we hope that this coffee shop will become the ideal and belief of quality service and healthy development of the industry. We believe that only under the fair and reasonable business philosophy, unremitting persistence will produce a win-win situation that everyone hopes, thus promoting the formation and development of western restaurants as a whole.

Seven. Business philosophy

Consumer groups have high cultural quality and quality of life. Never let their cafes fall behind. They should always keep elegant style, keep up with the trend and the consumption habits and real needs of consumer groups. Your own coffee shop is to provide coffee for college teachers and students. You should have this awareness-always in tune with campus life.

Coffee planning the fourth activity theme: I am single, I am happy.

Campaign slogan: Go to hell with Singles Day.

Purpose of the activity: to increase the turnover of the coffee shop and enhance its popularity.

Venue: Lobby

Activity time: XX years165438+1October 1 1.

Activity background: June165438+1October 1 1 is a once-in-a-century singles day. Therefore, this year's Singles Day is particularly interesting. More and more bachelors in society can't think about their living conditions, because coffee shops launch Singles Day activities to meet their needs and avoid the next Singles Day.

Activity content:

1. On the night of the activity, two people, one man and one woman, one person is free. Minimum consumption needs 150 yuan. The time is from 7: 00 to 23: 00 that day.

2, with the receipt of the bill, participate in the big turntable, (prize design includes roses, dolls, exquisite small gifts)

Activity promotion:

1, the gate on the first floor 1 large poster, 3 K display stand in the store and 4 small elevator posters;

2. The market unit of the Planning Department has 13 X booths and 3 posters of different specifications.

Publicity content: (SMS, display stand, web page)

To hell with Singles Day, two men and women, one for free.

Hurry up and say goodbye to the singles in the cafe!

11.11Singles Day, find another "half" chance for you who are single!

Chapter 5 of Coffee Planning I. Analysis of Market Environment

(A) the external environment

1. With the development of economy, people's purchasing power is enhanced, and the consumption structure is also changing. From food, clothing, housing and transportation to eating, drinking and having fun, the tertiary industry has ushered in the great development of the times.

2. The state has increased its policy and economic support for small and micro enterprises and vigorously supported individual industrial and commercial households. In particular, increase support for college students' entrepreneurship.

With the attack of American, Korean and Japanese dramas, foreign products are favored by consumers now, and people's consumption concepts and values have quietly changed. Enjoying the life of petty bourgeoisie has become the goal pursued by young people now.

4. The popularity of Internet technology has caused young people to do nothing without the Internet. Online shopping and take-out have become a major trend of consumption today.

(2) Industry environment

1. Coffee, cocoa and tea are also called the three major drinks in the world, and coffee is the first of the three major drinks. Besides oil, coffee is the second largest coffee trade in the world, with annual retail sales exceeding $70 billion. At present, the annual global coffee sales volume is about 6.5438+million tons. More than 70 countries in the world produce coffee, with an annual output of1100,000. The annual growth rate of domestic coffee market is 654.38+05%-30, while the annual growth rate of world coffee consumption is only 2%. It shows that coffee is still on the rise in China, and the market is still in an unsaturated state.

2. Although there are leading enterprises in the market, such as Nestle, Island and Yunnan Cafe. Moreover, many overseas enterprises have entered the market, such as Starbucks and many well-known coffee enterprises in South Korea. The market development has not yet taken shape, and enterprises cannot be called complete competitors. For example, Starbucks and Nestle have different target customers because of their different positioning, and the interests of their competitors are not very relevant. Therefore, the entry threshold of the coffee industry is still low, and the industry is still strong and profitable.

The coffee market is diversified. According to its development trend, if you want to win in the coffee industry, you must have creative development, such as the elegant environment of coffee shops, the development of coffee minibuses, and the combination of coffee and takeaway.

As a substitute for coffee, milk tea is deeply loved by consumers in China because of its mellow entrance, changeable taste and slightly lower price than coffee. Moreover, many tea shops develop coffee into a brand product chain.

With the rapid development of coffee industry, coffee bean suppliers have sprung up like mushrooms after rain, providing multi-channel choices for coffee shops to choose raw materials.

(3) competitors

High-end petty bourgeoisie coffee shop: 40 yuan to 80 yuan

Fast food restaurant: 10 yuan to 40 yuan.

Tea shop: 4 yuan to 15 yuan.

Coffee minibus: 10 yuan to 30 yuan.

The main competitors of takeaway coffee shops are milk tea shops and coffee minibuses. There is no beautiful environment where there are high-end petty bourgeoisie coffee shops, fast food coffee shops and physical chain stores everywhere. Their competitors should be located in tea shops and coffee minibuses, and they compete with their competitors with their low prices and fast and convenient features.

Second, the target market positioning and analysis

Orientation: Students from Southwest University for Nationalities and Tangwai School.

Analysis: 1. With the invasion of the Korean Wave, young people, especially college students and junior high school students, are enthusiastic about the Korean Wave. As an accessory of the Korean Wave, coffee is increasingly accepted and loved by them.

2, coffee has a refreshing effect, which is an artifact for students to refresh their minds when studying. According to its function, a bitter coffee can be specially introduced to meet the needs of consumers.

Hot coffee is more popular because of its characteristics, especially in cold winter. Therefore, coffee take-out must ensure that coffee is delivered within ten minutes to ensure its freshness.

4. There are few coffee shops in the markets outside Southwest University for Nationalities and Tangwai, and most students meet their coffee needs by buying bagged coffee and in milk tea shops, so this market segment is vast.

Third, brand design.

Brand name: no coffee shop

Brand slogan: brave love

Brand logo:

Interpretation of brand name: Coffee without a store explains this form of coffee take-out on the other hand, and because coffee shops are the inherent thinking of China people, a shop called Coffee without a store suddenly appears, which is vivid and interesting and attracts consumers' interest. Use humorous words to cater to the target consumers-avant-garde and fashionable student character. And the name of the store is concise and catchy, which meets the requirements of brand naming.

Interpretation of brand slogan: brave love. It is a propaganda language based on the psychology of target consumers, encouraging students to be brave and learn to love themselves. Accord with that realistic pursuit of consumers. Perceptual, targeted and adaptable.

Interpretation of brand logo: logo is basically a simple and generous circle and a supporting rectangle. Circle represents all-inclusive love, surround yourself with love and face it bravely. Choose to include the word coffee in a circle instead of a coffee cup to show the theme of coffee. From the side door, we belong to the coffee take-away industry. Take-away coffee cup counts two circles from the top, which is exactly the figure in the picture. The two figures above and below the coffee are simple and generous, giving people a feeling of vitality and youthful passion. The supporting rectangle means that there is no coffee shop, which means that although we don't have a shop, we have real products with consumers, so we can still satisfy them when they need it, like the warmth of winter, and always give them supportive companionship. Moreover, Korean is arranged under the Chinese characters, which meets the needs of consumers to pursue Korean Wave and enhances the brand image. Brand logo The whole logo is dominated by coffee, dark coffee and light coffee. The two colors reflect each other and highlight the theme together, giving people a strong coffee flavor and gentleness.

Fourth, product design.

The product chain should grasp the consumer psychology of the target market and focus on the main function of coffee-refreshing and eliminating fatigue.

(1) Types of coffee

Latte-latte, its main function is to relieve fatigue and sober up. Rich in protein. Taste: In contrast, milk tastes heavier.

Cappuccino -—caouccino, main function: appetizing and refreshing, no side effects. Taste: make coffee. The first bite of cappuccino will be bitter and sour. Its bubble is like the frivolous life of young people. Once the bubble goes out, it's a little bitter. After the dream and the real life, as well as the final sadness and joy, the mellow life is intoxicating.

Italian concentration-espresso, function: promoting metabolism, eliminating fatigue, relieving alcoholism, preventing ultraviolet damage, rich in vitamin B, free fatty acids and tannic acid. Moreover, because it is rich, it will have side effects and easily lead to myocardial hyperfunction, but this content is healthy and belongs to health, but it is not recommended to quote 18 years old. Therefore, for health reasons, each person is limited to one cup a day, and the total amount of coffee provided does not exceed five cups.

By considering all kinds of coffee, according to the consumption situation of the target market, four kinds of coffee are selected. The two flavors are mellow and rich. Although there are not many kinds, they are in line with the consumption situation. Moreover, there must be strict requirements for coffee. Coffee production should be boiled and boiled, which is completely different from coffee production in tea shops. It is really good and cheap on the basis of parity. Make less money and sell more coffee.