How to make an advertising plan for a famous snack bar?

Bread is the staff of life. "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 and run hotels in the market, and many direct and potential competitors make the competition in this industry extremely fierce. " Know yourself and know yourself, and fight every battle ",find the entry point of competition, establish appropriate market positioning, and thoroughly shape the corporate image, which has become a magic weapon for enterprises to win.

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

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.