Marketing planning refers to the overall planning of various promotional activities in order to achieve the expected goals before market sales and services. Next, I will bring you a marketing plan for restaurants. I hope you will like it.

Marketing planning scheme of food and beverage outlets 1 1. Analysis of market environment:

1. Problems in the operation of our store

(1) The target customer base is inaccurate and too narrow.

Generally speaking, the hotel industry in our city is generally in a bad operating condition. As long as there are too many hotels, the supply exceeds the demand, the operating methods are similar, there is no characteristic of their own, or the positioning is too high, which is difficult for consumers to accept. In addition, there are some problems in the service quality of some hotels, which affect consumers' confidence in hotel consumption.

There are also some problems in the operation of our store. Last year's business was not good, so we should reflect on the positioning of the target market. We should fully tap our own advantages and broaden the market. The unreasonable target market positioning of our hotel is the main reason for the poor benefit. Jinqiao District, where our store is located, is a district with low consumption level, and most residents are ordinary employees. Our shop mainly deals in Cantonese cuisine and seafood, and the price is relatively high, which is unacceptable to most residents. But the hardware level and service quality of our store are superior in this respect. We have always positioned the hotel in the middle and high end of the market, facing the middle and high end consumer groups, which is not attractive to the residents in this area.

(2) the news propaganda is not strong enough, which causes a great sensation in the market and the market awareness is small.

Although our store belongs to X Jie Group (X Jie Group is a well-known enterprise in our city), the society doesn't know much about our store. When our store opened, we never advertised except for short-term news propaganda, which led to the low popularity of our hotel.

2. Analysis of the surrounding environment

Although the overall consumption level in our district is not high, the location of our store is very distinctive. Our shop is located next to the national highway 10 1, with excellent geographical position and convenient transportation. It is adjacent to several colleges, such as business school, polytechnic, mechanical and electrical college, so there are many vehicles in the past, and floating guests are a potential consumer group. Although college students have no income, they are not low-consumption groups. Business schools alone have more than 10,000 students. If we can provide products suitable for students and attract them to our store at low prices, it will be a huge market.

3. Analysis of competitors

There are no similar hotels around our store, only many small restaurants. Although they don't have the strength to compete with us in business ability, they attract a large number of nearby residents and students with low-grade food. Generally speaking, their business conditions are good. Although our facilities and services are good, due to the market positioning error, the actual operating situation is not ideal, and it is at a disadvantage compared with hotels of the same grade in the market.

4. Advantage analysis of our store

(1) Our store is a subsidiary of X Jie Group, a well-known enterprise in our city. There is no doubt about the strength of its company. Therefore, when we carefully plan, we should also make full use of our brand effect and fully tap the great connotation of its brand, so that consumers will not doubt our catering products and fully believe that we provide high-quality products. We should pay full attention to this in our plan to attract consumers.

(2) Our store has good hardware facilities, abundant funds, its own parking lot and a large area of available space. This can be used to attract passing drivers, and it can also be used to develop some publicity materials to attract students.

Opportunities: ① The strong strength of this enterprise provides conditions for our development. ② Convenient transportation and huge potential customers. Good hardware and existing high-quality employees provide us with broad adjustment and development space.

Second, the target market analysis:

The target market is the most potential consumer combination group. Defining the target market can not only avoid the waste of influence, but also make advertisements targeted. Advertising without a target market is tantamount to "blind riding a blind horse"

The target market should have the following characteristics: not only consumers who are interested in hotel products and have the ability to pay, but also consumers within the hotel's ability. Hotels should determine the target market as clearly as possible and make a detailed analysis of the target customers, so as to make better use of the opportunities represented by this information, make customers more satisfied and ultimately increase sales. Customer resources have become the source of hotel profits, and the consumption behavior of existing customers is predictable, the service cost is low, and they are not as price-sensitive as new customers, and they can also provide free word-of-mouth publicity. Maintain customer loyalty, so that competitors can not compete for this part of the market share, while maintaining the stability of hotel staff. Therefore, integrating customer relationship marketing and maintaining customer loyalty can bring the following benefits to hotels:

1. Get more customer share from existing customers. Loyal customers are willing to buy more hotel products and services. The expenditure of loyal customers is two to four times that of leisure consumption, and with the growth of loyal customers' age, economic income or their own business, their demand will further increase.

2. Reduce sales costs. Hotels need a lot of expenses to attract new customers, such as all kinds of advertising investment, promotion expenses, time cost of understanding customers and so on. But the cost of maintaining a long-term relationship with existing customers is decreasing year by year. Although in the initial stage of establishing a relationship, customers may have many problems with the products or services provided by the hotel, which requires the hotel to make some investment, with the progress of the relationship between the two parties, customers are more and more familiar with the products or services of the hotel, and the hotel is also very familiar with the special needs of customers, so the cost of maintaining the relationship becomes very limited.

3. Win word-of-mouth publicity. For some complex products or services provided by the hotel, new customers will feel more risky when making decisions, so they often consult existing customers of the hotel. The advice of old customers with high satisfaction and loyalty is often decisive, and their strong recommendation is often more effective than various forms of advertising. In this way, the hotel not only saves the sales cost of attracting new customers, but also increases the sales revenue, thus improving the hotel's profit.

4, the improvement of employee loyalty. This is the indirect effect of customer relationship marketing. If a hotel has a considerable number of stable customers, it will also form a long-term harmonious relationship between the hotel and its employees. In the process of providing services to those satisfied and loyal customers, employees have realized their own value. The improvement of employee satisfaction has led to the improvement of hotel service quality, thus enhancing customer satisfaction and forming a virtuous circle.

According to our previous analysis and the current market situation, we should focus on the general public, nearby college students and past drivers, and then attract some middle-and high-income consumer groups on a secondary basis. They have the following * * *:

1) The income level or spending power is average, and it pays attention to benefits and cleanliness. Spending in hotels is generally to entertain relatives and friends or improve their lives on holidays.

2) They have no fixed high spending power, but occasionally have the desire to improve their lives.

3) Pay attention to safety and hygiene, and need a more comfortable dining environment. Students prefer fashionable dining environment.

Third, the general marketing strategy:

1, "high-end hotel for the people"-unique culture is a magic weapon to attract consumers. We have a cultural orientation for the hotel. Although we target the hotel at middle-and low-income people and nearby college students, this does not mean that the hotel's taste and product quality are reduced. We should provide customers with high-quality catering products and high-quality services at low prices, and we must never exchange low prices for low prices, which is also respect for customers.

2. Carry out three-dimensional publicity to highlight the characteristics of this hotel and let consumers have a perceptual understanding of X Jie Hotel. Let consumers realize that we provide him with a place to enjoy life. You can attract customers in newspapers according to the environment and location of the hotel. Let customers get a kind of "noble" satisfaction psychologically.

3, the use of strong advertising, such as newspapers, in order to create a "sensational effect" as a strong sales, thus attracting the attention of a large number of consumers and establishing visibility.

Marketing planning scheme of food and beverage outlets Part II: Theme of activities

Mom, thank you!

Second, the activity time

_ _ _ _ _ _ _ _ _ _ _ _.

Third, the main categories

Catering.

Four. Activity content

Activity 1: "Send a family photo"-the happiness of the whole family is a gift for mom!

During this activity, customers who spend over _ _ _ yuan can get a photo card worth _ _ _ yuan for free with the valid shopping voucher of the day. Each person is limited to one.

Pick-up place: South Gate * * * Enjoy Space Special Gift Office.

Activity 2: "Thank you, Mom!" Qin Qing sales

Exhibitors: women's wear, household goods (gifts), knitted underwear.

Sales location: South Gate * * * Enjoy the space.

Special sales time: _ _ _ _ _ _.

Activity 3: "Mom Model Show"-the most beautiful thing in the world is always mom!

Venue: West Square.

Time: _ _ _ _ _ _ _ 3: 00-4: 30 pm every day.

Note: There will be live interactive questions and answers during the catwalk, and there will be prizes for correct answers.

Activity 4: "Carnations for Mom"-Flowers are full of children's hearts.

Activity time: _ _ _ _ _ _.

Customers who shop on the same day can get a carnation with a receipt (more than _ _ yuan). Each person is limited to one.

Pick-up place: South Gate * * * Enjoy Space Special Gift Office.

Activity 4: "Most like mother and daughter, mother and child" evaluation.

Registration time: _ _ and _ _.

Registration place: Ximen General Service Desk.

Registration procedures: to register a mother or daughter, you need to hold a household registration book and a photo of your mother or daughter's life 1 piece (more than 5 inches).

Competition time: 3: 00 p.m. Venue: West Square.

Competition form: announced on the spot.

Award setting:

First prize _ _ Each prize is worth _ _ yuan.

Second prize _ _ Each prize is worth _ _ yuan.

The third prize is worth yuan each.

The verb (abbreviation of verb) solemnly declares.

During this activity, it is absolutely forbidden for shopping guides to raise prices privately or collect cashiers. Once a counter that violates this regulation is found, the mall will impose a fine of _ yuan on the merchant!

For the above two kinds of violations, the whistleblower will be rewarded with _ _ yuan, and the offender caught on the spot will be rewarded with _ _ yuan.

Explanation of intransitive verbs on settlement problems

The original settlement method remains unchanged, and at the same time, the settlement process of "Carnation to Mother" activity on _ _ _ _ is as follows:

1. The customer vouchers a mechanism receipt (spending more than RMB) to collect carnations from the gift department.

2. The staff verifies the legality of the receipt.

3. Registration by department (the top three departments of mechanism receipt) means that each department has a flower donation registration form, which registers the sales code and the number of the shopping guide.

4. Stamp the receipt of the mechanism with the seal (or words) of the gift received.

5. Give the customer a carnation.

6._ _ _ _ _ On the first day of work, the giver submits the registration form of _ _ _ _ _ to the Finance Department.

7. The Finance Department inquires the suppliers according to the registered sales codes, and registers the supplier codes in the designated position of the flower donation registration form. On the same day 1 1: 00, it was forwarded to the heads of relevant departments.

8. The department head is responsible for checking the sales records with the shopping guide.

9. If you have any objection, please contact the staff of the Gift Office.

Check before 10 and 18: 30 on the same day, and the department manager will sign the flower donation registration form and return it to the financial floor accountant.

1 1. The floor accountant shall enter the supplier's fee according to the confirmed flower donation registration form, with RMB _ _ per copy.

12. The floor accountant files the registration form of flower donation.

Seven. Explanation of "return and exchange"

1. Goods purchased by customers in this activity and any previous activities are not allowed to be returned without original documents.

2. Return: When customers shop during the activity, the mall will refund the cash according to the actual payment amount on their shopping vouchers. If customers receive prizes or gifts in this activity, they must return them together with the prizes or gifts. If it cannot be returned after use, the customer must pay the corresponding cash and deduct it directly from the refund, and the insufficient part will be made up by the customer.

There are not many shortcuts to open up the market, and suffering is the most fundamental way out. Why do you say that? Because of accurate positioning, reasonable housing prices and good reputation for cooperation, information output (publicity and promotion) is the most critical. Hotel sales can't put in a lot of media advertisements like daily necessities, even if there are, it is only in the early stage of opening, so personnel promotion is the most important means. Therefore, it is most important to pay a regular return visit.

I. Sales Department:

1, tourist source of travel agency

(1) Leverage the price, maximize the profit in the peak season, and pursue high rental rate in the off-season to attract all social teams.

(2) Stabilize the main clubs on the island, go out to inspect travel agencies in Guangdong, Shanghai and Beijing, and cooperate with travel agencies in major domestic tourist destinations to strive to become designated hotels. Mainly travel agencies on the island. Their customers are the basic customers of the hotel's survival. In the development of the tourist market of travel agencies, the price is mainly used as a lever to receive the bosses of various travel agencies and ensure the holiday rooms. There is basically no problem with obstacles, and price is the easiest thing for competitors to do. How to ensure a higher occupancy rate at the same or slightly higher price requires public relations with the staff of the Planning and Adjustment Department.

(3) Actively seek cooperation between travel agencies in Hong Kong and Macao and group tourists from travel agencies in other regions.

(4) Launch the "annual price team room" (one price per year).

(5) In order to expand catering consumption, the team requires breakfast and dinner.

(6) Strengthen the promotion of Japanese delegations, Korean delegations and conferences.

2. Promotion of conference customers

(1) Promotion time: the first half of the year 1 to April.

Second half of the year 10 to 12.

(2) promotion target: (a) government departments (b) local commercial companies (c) commercial companies outside the island.

(3) Docking meetings and individual guests with local enterprises, and establishing an off-island hotel alliance.

(4) Establish a complete agency system and organize conference visitors inside and outside the province. Plan some meetings of business economics, academic seminars, training courses and institutions.

3. Individual customers

The development of individual market is the most important tourist market pursued by our hotel rooms. To increase the total number of rooms in a limited number, changing the proportion of individual groups is the fundamental way. In the development of personal market, the focus is on Haikou market, followed by other counties and cities on the island. From the perspective of combat readiness, the final focus shifted to places outside the island, such as Guangdong, Shanghai and Beijing.

1. Join the chain service network of the industry, strengthen contact with enterprises and institutions, stabilize existing customers and vigorously develop new customers. Customers in the local market should visit each other.

2. For individual customers, rooms and catering are bundled, and customers can enjoy different degrees of discounts on catering and entertainment at the same time in hotel listings.

3, according to the needs of different guests, design a variety of packages (including rooms, restaurants,.

4. Vigorously develop long-term customers; Develop a reasonable room commission reward system for internal employees.

5. Expand the number of drivers soliciting customers and promote taxi drivers. Establish and improve intermediary price difference regulations and ways to improve booking price difference.

6. Open up online booking, strengthen online promotion, and expand online booking center booking.

Second, the catering department.

(1) Increase varieties and specialties, reduce prices and improve quality.

(2) Hold a "food festival" and a training course on Chinese and Western cuisine.

(3) According to festivals, corresponding reunion banquets, birthday banquets, wedding banquets, etc.

(4) Carry out sales activities with prizes, such as birthday parties, wedding banquets, room gifts, free shuttle buses, small gifts, flowers and gifts, congratulations advertisements in newspapers and magazines, and song sending activities on TV broadcasts.

(5) increase the designated meals of travel agencies, give preferential treatment to tour guides, and increase the consumption of group self-ordered meals and flavored meals. The front desk provides a list of the tour guide's name and room number to the catering department every day, so that the sales department can contact the catering department. )

Third, establish an internal consumption chain

A. Complete internal consumption chain through internal and external promotion chain.

1, external publicity and promotion

(1) All-round cooperation between news media inside and outside the island, in addition to normal advertising and column cooperation, at the same time seize the opportunity to plan and hype some temporary news reports and publicity, so as to improve the visibility and reputation of the hotel.

(2) Traffic publicity:

Such as: introduction and agency booking service on the plane, publicity and agency booking service for luxury buses in Haikou and Sanya.

(3) Personnel promotion, trade fair promotion, letter promotion, and publicity through travel agencies, emails and other media. Attract guests through the above methods and other promotional networks.

2. Internal publicity network

In order to promote every consumption, guests must introduce every service to them, so it is necessary to establish an internal publicity network-from the moment they enter the hotel lobby, they can learn about the basic facilities of the hotel (making pictures of light boxes and overall facilities), and when they enter the elevator, they can further see illustrated advertisements. When they arrived at the guest room, in addition to some key items, there were also illustrated service guides, in addition to pictures of various facilities. And the hotel location map. Introduction of various traffic facilities and tourist attractions, and corresponding local customs. When you turn on the TV, you should insert the hotel introduction feature film on the hour.

3. Promote the domestic consumption chain

Through the internal cross-publicity network, introduce the methods of attracting guests by internal business departments, and complete the composition of internal consumption chain by making house discount cards and giving gifts.

Fourth, improve the return rate.

Through sales promotion, attracting guests, retaining guests and improving the return rate are the key points. Only by retaining guests and satisfying them can we improve the return rate (of course, on the premise of accurate price positioning) and increase the stock. Only by accumulation can we increase the stock and ensure a relatively stable high room opening rate. In addition to hardware, there are also software (including services, quality of catering products, and high-standard services of other business departments) to retain guests. At the same time, we can take some ways of giving away and giving preferential treatment-we can implement a "housing consumption credit card": if we spend a certain amount of money or housing, we can enjoy giving away a house, and we can enjoy preferential discounts with this card. After a certain number of houses are reached, you can apply for VIP gold card and silver card with this card.

Verb (abbreviation of verb) changes the structure of tourist sources.

Through market analysis, in addition to retaining customers, changing customer structure is an important means to improve efficiency. The first option is to change the team structure, and then change the aggregation and dispersion ratio. Change the team structure and raise the team house price. First, it is necessary to increase the number of cooperative travel agencies (small and medium-sized agencies), rather than requiring the number of each agency. When many a mickle makes a mickle (the number of small and medium-sized travel agencies is relatively small, and the price is relatively high), the second step is to improve the level of sending tours to travel agencies. First, it is necessary to improve the level of guests, reduce the loss of room items and increase the potential consumption after check-in. Take the way of alternating replacement to achieve the purpose of improving the team's house price.

Changing the proportion of separated groups means reducing the number of group receptions and striving to reach 50% of the proportion of separated groups within one year when the number of customers in the individual market is growing steadily. This is another important index besides the management index, and it is also the fundamental way for the later development of the hotel.

Six, open source and reduce expenditure, strengthen management

1, set up the whole group, decentralize the order procedure and audit procedure, open the agency prices of travel, cars, tickets, etc., and plug the sales loopholes.

2. Further strengthen the training of sales staff to improve their quality and professional level.

3. Deploy department levels, posts and personnel to reduce sales costs.

4, target assessment, formulate internal and external incentive mechanism, mobilize the enthusiasm of all employees.

Marketing planning scheme of restaurants Chapter IV Activity theme:

Celebrate the Mid-Autumn Festival and welcome the National Day Food Festival.

First, the activity time:

September 65438 to September 22, 2005

Second, the purpose:

Consumers can not only eat hundreds of dishes with less money, but also know the characteristics of restaurants. Promote the consumption of restaurants (increase popularity) and get more surplus value (profit).

Third, the requirements:

Make consumers feel refreshed. Euphemistically called "enjoyment".

Fourth, the form of activities:

1, buffet, ordering, new dishes, specialties, etc. Join the authoritative and honest brand in the field of chain investment promotion agency: eat online catering to join.

2. Discount consumption:

3. Giving away coupons: All consumers who spend more than 100 yuan can get coupons.

4. Free Meal: Consumers who spend all of 200 yuan can get a special dish for free.

Marketing planning scheme of food and beverage outlets Chapter 5 I. Purpose of activities:

Through food festival activities, promote the food culture of Lianfeng Hotel, expand the visibility of the hotel in the local food and beverage links, and improve the hotel grade.

At the same time, through the food festival, the chef of the hotel can constantly improve the quality of dishes and cooking skills at the request of many consumers, and provide high-quality special dishes and excellent services for guests, thus winning more consumer groups and improving the comprehensive benefits of the hotel.

2. Activity time: from _ _ to _ _.

Three. Activities:

1, Opening Ceremony: The opening ceremony of the Food Festival was held at 8:30 am on May _ _ in Lianfeng Square on time. The Dragon and Lion Team and the Gong and Drum Team of Yonggang Group performed the opening dragon and lion performance, and relevant personnel took the stage to speak. Invite _ _ TV host to host, and invite the following people to participate:

(1) Invite relevant leaders of municipal and town governments, relevant ministries and commissions, catering associations and other relevant units to participate.

(2) Invite Jiangsu Yonggang Group to help the above leaders attend the event.

(3) Invite relevant media units in the city to conduct on-site news gathering and reporting.

2. Gourmet tasting: After the opening ceremony, relevant personnel will be invited to taste the lobster feast in the banquet hall on the fourth floor of Lianfeng Hotel, and related activities will be held during the meal, which will be hosted by the TV host. The specific activities are as follows:

(1) lobster knowledge quiz.

(2) Explain all kinds of lobster dishes on the wine table (please ask the chef to explain).

(3) theatrical performances.

3. Exhibition: During the event, lobster dishes will be publicized on the big screen at the entrance of the hotel, and dishes will be displayed and explained in the banquet hall on the first floor.

4. Reward activities: During the Lobster Food Festival, a series of preferential activities were held, and various publicity platforms were used to publicize the reward activities. The specific activities are as follows:

(1) Lobster price concessions:

(2) Consumer beer distribution activities:

(3) Lottery activity: A lottery can be held when the consumption is over RMB, and the winning rate is 100%. There are 45 first prize winners, the prize is "Dixiang Tour-One-Day Tour in Xuyi", 50 second prize winners, the prize is 100 yuan coupons and gifts, the rest are third prizes, and the prize is 50 yuan coupons.

(4) Scoring activity: Invite consumers to score the dishes ordered, make a ranking list according to the scoring results within a certain period of time and recommend it to consumers.

Fourth, the environmental layout.

On the opening day, a small performance stage will be built in the square, with the background wall as the theme and vertical microphones, stereos and other facilities placed. The green belt around the square is surrounded by colorful flags. During the activity, two hydrogen balloons were hung on the square, and propaganda slogans were hung. Pull up the theme banner in front of the hotel. The hall is decorated with a 5-meter-long platform for displaying lobster dishes.

Verb (abbreviation of verb) propaganda and reporting

1, write slogans: write a lot of food festival slogans and slogans.

2. Media publicity: _ _ TV station's comprehensive channel and consumer channel carry out publicity reports and put advertisements, and invite Ying Si to record the food festival. _ _ Daily carries out a week-long full-page advertising campaign on relevant pages, and can place advertisements on _ _ mainstream websites.

3. Internal publicity: Jiangsu Yonggang Group carries out publicity through internal publications and websites, and at the same time sends internal short messages to inform cadres and workers.

4, the hotel outside the big screen for publicity, and audio play.

Short-term advertisements are placed on obvious billboards in urban areas.

Organization of intransitive verb activities

1, Lianfeng Hotel is responsible for the overall operation process of the whole food festival. By yonggang group office, cultural office as a whole.

2. Yungang Group Office is responsible for the invitation, reception and vehicle arrangement of participants in the opening ceremony.

3. The reporting team of the cultural department is responsible for drafting propaganda slogans, slogans and publicity programs. The engineering department of the Group is responsible for the rehearsals and performances of the Dragon and Lion Team and the Gong and Drum Team, and prepares relevant cultural programs.

4. The comprehensive management office of the company is responsible for the on-site security work on the day of the celebration.

Seven. cost budgeting

1, media advertising expenses:

2. All expenses of the lucky draw: