Marketing planning scheme of milk tea opening activities

In order to ensure the smooth and successful activities, it is often necessary to make an activity plan in advance, which is actually a written plan for the activities. How should we write an activity plan? The following is my marketing plan for the opening of milk tea. Welcome to read the collection.

Marketing planning scheme of milk tea opening activity 1 activity name:

XXX tea shop opening time:

20xx May 10, 1 1, 12 (tentative) Location:

Activities at the intersection of Bayi Road and Guangba Road:

Focus 15-25 years old young people's market students focus on customer activities:

Attract people's flow, increase customers, increase turnover, and accumulate a lot of popularity, which became an instant hit.

Activity overview:

Opening promotion is the most important of all promotional activities, because it is only once, and it is the first contact with potential customers. Customers' impressions of the goods, prices and services of the store will affect whether they will come back in the future. Make use of repeated regional intensive promotion activities to penetrate into business policies, goods and quality services, and ensure that customers know the existence of new stores.

Activity content:

Shop promotion

The first is to create momentum for the opening through decoration.

Arouse customers' expectation and curiosity, and create momentum for the upcoming opening. Make a conspicuous large-scale ink painting, a temporary advertisement, and the content is the image promotion of the soon-to-open thumb milk tea shop. Or pull a banner that says: How many days are left before the opening of XXX tea shop, which will arouse customers' expectation and curiosity and create momentum for the upcoming opening.

Second, use the weekend to create momentum for the opening.

To satisfy the herd mentality of customers, Friday and Saturday are the best opening time. These two days in a week are the two days when people's consumption demand is the most, and they are also the time when people flow the most. Customers have herd mentality and like crowded places. Third, use leaflets to create momentum for opening.

Attract customers into the store with preferential promotion schemes. The contents of the leaflet for XXX milk tea activities include: incentives for customers to open stores, courtesy of entering stores, favorable credit cards, store address and contact number. Two dispatchers in overalls and curtains printed the name of the store on the curtains and distributed leaflets at the gate of a nearby busy street or campus. Words: the new store is open, please come to the store to taste it. Fourth, promote business opening through promotion (optional)

1. On the opening day, the whole milk tea will be 20% off. Special offer during the three-day opening period (9: 00- 10: 00, 12: 00- 13: 00, 17: 00- 18).

2. On the opening day, all customers who buy milk tea in the store can take photos of the store name, interior decoration and leaflets and share them with friends to get a small gift. (Only one copy per person, leave your name and mobile phone number)

3. On the opening day, customers who come into the store to buy milk tea full of 10 yuan can get a credit card for free, and after spending one like each time, they can get a cup of milk tea for free after collecting ten likes. On the opening day, customers who buy milk tea can shave once for free. The content of scratch music includes: offsetting consumption 0.5 yuan, offsetting consumption 1 yuan. (Maximum consumption 1 yuan, only one card can be used at a time).

Fifth, create an open power with the atmosphere.

1. Post POP, posters and product pictures in the store, put tables and utensils for tasting in front of the door or in the store, and distribute leaflets in front of the door.

2. Dynamic music will be played on the opening day, and the host will publicize the preferential activities on the opening day and choose the auspicious ribbon cutting;

The store door is decorated with white and purple balloon arches, and the opening flower baskets are placed on both sides of the door.

Expected effect of the activity:

Give consumers a good opening gift on the opening day to expand their influence, and the turnover can directly exceed 2000 yuan. In the future, with the brand influence brought by the opening promotion activities, the performance can be stabilized at a considerable amount.

Materials needed on the day of the activity: balloons, arches, open baskets, red satin, stereo, microphone, host, gifts, credit cards and curtains.

Chapter 2: Marketing Planning of Opening Activities of Milk Tea In order to let consumers know about the products of the store and gain popularity, we attract customers into the store through a series of promotional means, and at the same time stimulate the interest of potential customers, expand market share and increase market share.

1, free membership card and free goods certification activities were launched at the beginning of opening the store.

(1) Purpose: Let customers taste fruit juice and quickly enhance their popularity; Let customers benefit from the store and quickly improve their reputation; Let customers remember this store and come back next time to quickly improve sales performance.

(2) The best time is: three days before opening the store.

(3) Information publicity channels:

① Hang a banner at the entrance of the store: "This store is newly opened, and the free goods Appraisal will be launched three days before its opening, and the top 50 customers can enjoy free membership cards every day".

2 distribute leaflets.

③ Internet advertising

(4) Content: Within three days before the opening of the business, the top 50 customers can apply for a membership card free of charge every day, which can be used for points. When a cup accumulates to 65,438+00 points, we can give a limited cup of freshly squeezed juice or exchange it for small gifts according to the points. The glass for free tasting is a standard 50 ml small glass. When you apply for a membership card, you can taste it for free, and you can also introduce other products of our store to customers by the way to increase their understanding of the products. At the same time, it also expands product popularity through word-of-mouth communication.

Step 2 distribute leaflets

(1) The best time is: one week before the opening of our store.

(2) Location: A crowded place nearby.

(3) Mode: at the school gate during peak hours.

(4) Design of leaflets: The overall principle should be different, and the content and pattern should be attractive enough.

Step 3 paste the poster

(1) theme: fresh, refreshing and healthy.

(2) Paste location: paste in crowded places, such as near schools and supermarkets.

4. Network marketing

Through Weibo WeChat, or with the help of WeChat marketing tools.

Chapter III 1 Marketing Plan for Opening Activities of Milk Tea, and Business Strategy

(1) raw materials, the quality of raw materials is strictly controlled, and the original ecological natural resources are carefully selected to ensure the authentic taste; Grasping the proper proportion of milk, tea and water is precisely the way to solve the problem of material selection and proportion.

(2) Wide product range: Bubble tea has various tastes, including coconut milk tea, strawberry milk tea, taro milk tea, green apple milk tea, oolong milk tea, matcha milk tea, Yuanyang milk tea, lemon milk tea and other series, which caters to everyone's tastes and is very popular. In addition, in addition to milk tea, there are also juice sales.

(3) The market position is cheap instant milk tea beverage.

(4) Price In terms of price strategy, the product price is lower than or equal to the price of peers, which is in a passive state, and the pricing follows closely the same industry.

(5) Most channels are franchisees. Moreover, the joining of tea shops has always appeared in the form of chain operation. The main channel mode is: head office-franchise stores-consumers.

(6) Consumers are close to the target consumer groups. Because the target consumer groups of tea shops are mostly college students, and their stores are mostly located near major universities, they have won more popularity by making use of the close ties and word-of-mouth of universities.

Marketing mix strategy

Product strategy: positioning in fashion, health and leisure drinks.

Price strategy: combining the pricing of competitors and the production cost of their own products, formulate corresponding prices.

Distribution strategy: store sales are the mainstay.

Promotion strategy: Take corresponding promotion activities according to the specific sales situation and festivals.

Second, the promotion strategy:

Improve the promotion efforts and strengthen the contact between target customers and enterprises. The tea shop should be arrested.

It is a good opportunity to survive in the vast and profitable milk tea market, rapidly expand the scope of services, increase market share, and finally firmly occupy the school milk tea market from small to large. The action plan to achieve this goal is:

1. Try to improve service quality and service attitude.

2. Constantly strengthen publicity for students, and enhance students' customer loyalty to tea shops.

3. Constantly innovate, improve and increase the varieties of milk tea to meet the needs of students.

All rivers flow into the sea. Add a suggestion book to the store. Students can put forward or write their opinions or suggestions directly.

5, timely launch promotion strategy.

(1) Promote information openness and networking. College students are the target customers of tea shops. In view of teenagers' habit of surfing the Internet frequently, the information exchange platform in colleges and universities is established by using information network technology. On this platform, a forum is provided for students to put forward their opinions and suggestions on the products and services of enterprises, and release the latest promotional information on the network platform in time.

(2) personnel promotion. When necessary, leaflets can be distributed near colleges and universities, which is the most direct means of publicity.

(3) Improve the loyalty of key consumers and pay attention to cultivating consumers' satisfaction. Establish franchise stores and implement overall promotion. Generally, the promotion of points is a prize with an average value. Consumers can get a cup of milk tea by purchasing or participating in an activity for many times to get points or accumulating certain points.

(4) Providing commercial sponsorship. Participate in the large-scale activities of sponsoring schools, develop the main target market of beverage market, and improve the visibility in the target market. For example, sponsoring school sports meeting and public relations speech contest.

(5) discount. Give customers some discounts regularly to stimulate consumers' desire to buy to the greatest extent. For example, give some price concessions during the golden week of May 1 and 11;

(6) Advertising promotion

A. newspapers and campus magazines. Advertise in the school weekly newspaper and magazine. Advantages: large amount of information, easy to carry and store, and high reading rate. Its introduction pays attention to "popularization"-let readers learn something after reading it.

B. leaflets. Print leaflets in schools and roadsides to enhance brand awareness.

C. When providing commercial sponsorship, indicate the name of the store on the banner.

D. Adding Xiao Xuan Cup to the store to taste milk tea for free can not only help students to taste and understand the taste, but also make students leave a good impression, thus playing the role of publicity and indirect promotion among the crowd, killing two birds with one stone.

Marketing planning scheme for opening activities of milk tea 4 1, membership system of milk tea shop;

Generally, there are activities in opening tea shops. For example, how much you spend can be given a membership card, which can be offset when you come back to the store for consumption. There is also a membership day set on a certain day of a month or a week, which will better stimulate consumers and expand consumers.

2, tea shop holidays:

Valentine's Day, holidays and other festivals have always been the peak of tea shops. You can launch milk tea promotion activities to attract consumers' attention, and think of a series of activities such as "milk tea is half price, buy one get one free". I believe that consumers will not turn a blind eye to this food temptation.

3, tea shop points card:

When the customer wants to pay the bill, we can give the business card of the credit card appropriately, telling the customer what the credit for a cup of milk tea is, and how many points accumulated can be exchanged for milk tea. This kind of activity is very efficient for repeat customers.

How to promote the new tea shop? The above are some strategies for promotion activities. Of course, in order to gather popularity, we should also come up with fresh ideas from time to time to attract customers' attention and increase the popularity of the store.

4. Newspaper entrainment

Advertising with newspapers and leaflets is different from newspaper and TV advertisements. Advertisers are mostly retailers, and the target range can be concentrated in the in-store business circle.

5. Draft news

Unlike other advertisements, press releases are free of advertising fees. The so-called "in principle" is because some weekly magazines and magazines charge or allocate fees for advertising, so not all news releases are free.

6. Popular advertisements

Do your own POP advertisement (storefront advertisement). POP advertisements include: outdoor POP, such as market signs, sample windows, and indoor POP, such as menus placed on tables and posted on walls. Outdoor pop can't be done by yourself, but indoor pop can be creative and done by yourself.

7. Employee work clothes

Tea shops can customize uniform clothes with the name of the tea shop printed on them. Employees who go to work and take out food in sogou can achieve the effect of free advertising.

8. Takeaway promotion

The owners of tea shops all know how to promote takeout. In China, take-out mainly includes international fast food giants such as McDonald's, KFC, Pizza Hut, Chinese fast food brands such as Kungfu, traditional Chinese food such as Haidilao, and even a number of professional take-out websites combining traditional milk tea industry with new era e-commerce.

Whether it's in-store food or take-away, customers' demands for milk tea consumption will not be divorced from the three main lines of "health and delicious, fast and convenient, and business restaurant". It's just that the take-away business puts higher demands on the tea shop, because it has special requirements on physical space, atmosphere, delivery speed and service time of personnel.

9. Group purchase promotion

In recent years, group milk tea has become popular among urban white-collar workers with its gorgeous recipes, ultra-low discounts and convenient purchase methods. Following the large-scale online shopping of goods, the milk tea service with strong regional characteristics caught the online express through the group buying network. Common group buying websites include Handan.com and glutinous rice rice.com. Generally, group buying websites use discount coupons to promote sales, and customers can buy discount coupons for shopping and consumption.

In the group buying network, you can introduce the main situation of the tea shop, such as the specific date, how to get there, the introduction of the tea shop, the introduction of the brand items, the use period of coupons and so on.

Chapter 5 "Getting off to a good start" is particularly important for a new store! A successful opening activity will greatly shorten the market introduction cycle of a new brand and play a very important role in expanding brand awareness and increasing market share.

Analysis of milk tea market;

1, the milk tea market has a large capacity, but the market competition is becoming more and more fierce at present;

2. The price of milk tea is still the main factor affecting sales, but it is not the decisive factor;

3. Consumers' recognition of brands is getting higher and higher, such as coco, a little bit;

4. Although the tea shop pays attention to the promotion of the store image, its internal brand culture is lacking;

5. Single marketing method, relying too much on the third-party sales platform;

6. The community and fan building are seriously out of touch, resulting in low brand loyalty of consumers.

Xx milk tea, a tea shop that focuses on the concept of constellation.

Product positioning: 12-25 yuan's mid-range main product category: milk tea+coffee (added later)

Target audience: surrounding office buildings and community consumers (as the main target is office workers, it is suggested to put some fashion magazines and books in the store, and the tea shop will become an ideal place for their leisure time. For example, there is a coffee shop on the 0/7th floor of the office building where our company is located. It has an elegant environment and profound cultural background, and is often the best choice for our leisure and business negotiation.

In order to achieve a blockbuster effect in the opening activities in the middle and late April, preparations must be made from several aspects: the first stage: the early stage (about 10 days before opening)

1, set up the "xx milk tea" WeChat group. In the early stage, I recruited some people I met in the office building into the group, and then used red envelopes or other forms to expand the size of the WeChat group until it reached 300+. Before the opening, use the group to speculate on the opening information.

2. Pre-store 20 yuan, send a 55-degree cup worth 198 yuan, and then send a cash coupon to 20 yuan (we just made it for a tea shop).

Similar promotion has achieved good results. 55-degree cup Taobao price 198 yuan, Alibaba price above 7 yuan, pre-existing breakthrough 180 people).

3. Forward it to a circle of friends and send a beautiful gift.

The second stage: activity promotion (2-5 days before opening)

1, material publicity. Print the store opening information and the QR code of the store on the mouse pad and send it to the office staff in the office building.

2. WeChat promotion. Publish event information/friends circle through the enterprise WeChat group and the owner WeChat group that have settled in the office building.

3. 1 yuan grabs milk tea. Start business in the WeChat group in advance, such as sending a 100 red envelope to the WeChat group. Those who grab the red envelope can go to the store to buy milk tea of 1 yuan (of course, it is better to start business in the group in the early stage, and it is more timely to send a red envelope on the morning of the opening day).

Stage III: Opening Activities (Opening Period)

Preferential Rules 1: 29 yuan Premium Card

(1) Specify 4 cups of tea.

(2) Send a beautiful gift worth 29 yuan.

(3) Can participate in consumption points (see store announcement for details).

Preferential rule 2: the second cup is half price or 1 yuan.

Preferential Rule 3: Scan the code and pay attention to the QR code to send 5 yuan vouchers (it can be used next time).

The detailed rules of the activity are formulated according to the dynamics of peers and the characteristics of local consumption, so I don't need to go into details.

The fourth stage: fan interaction

Hold interactive activities regularly, such as monthly 10 member day, WeChat prize quiz, etc. To promote a strong relationship with fans.