小吃店的市场分析及推广计划.pptVIP

PRODUCT DEVELOPMENT Food - concerning the target market - remain special - increase the product variety Service - pre-oder service - todays order group service YANG SHENG GE Marketing Plan INTRODUCTION Location - Outside of the east gate of our school Area - Within 10 square metres Business Hour - 6am-9pm every day Product - Bun(varied) - Dumpling(varied) - Noodles(varied) - Fried rice - Porriage, soup, soybean milk, egg, crepe INTRODUCTION Ingredients 12,000 RMB/month Cost Income about 20,000 RMB/month 14,300 RMB/month INTRODUCTION Problem Facing - Hygiene. No indisfection cupboard in sight - Publicity. Most income comes from regular customers SURVEY RESULTS TOP THREE FOOD Buns Dumplings Congee TASTE Medium Acceptable 70% PRICE Acceptable 70% SURVEY RESULTS 80% REPURCHASE RECOMMEND OR NOT Yes No SURVEY RESULTS Half of the surveyed students never heard of YSG. About 60 percent students’ comment on the hygienic environment of YSG is medium INTERPRETATIONS OF RESULTS The degree of its popularity is low Many competitors Not enough options of food Hygienic environment can be improved Not enough recommendation Price setting should be maintained TARGET MARKET ANALYSIS The students who live near the East Gate, indicating also near YSG - NO.3, NO.4, NO.29 dormitories - in Dormitories A and B Other students on campus and villagers near YSG TARGET MARKET ANALYSIS Locations Low level of consumption - love goods or foods in good price NEEDS’ASSESSMENT Who are they? - Southern People - Students What they like? - Multiple Options - Pleasant Surroundings Variety Soft Hard Taste Time MARKETING MIX CONSIDERATION MARKETING MIX CONSIDERATION Product - Healthy - Fresher - More flavors and categories. MARKETING MIX CONSIDERATION Place - Surrounded by 5 dormitory buildings