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老乡鸡市场推广策划

2018-09-20 34页 doc 96KB 144阅读

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老乡鸡市场推广策划老乡鸡市场推广策划 市场营销策划案 老乡鸡营业推广策划书 院,系, 经济管理与法学学院 班 级 12级市场营销3班 小组成员 胡玉萍 胡远婷 江明 学 号 12015093 12015094 12015095 poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area o...
老乡鸡市场推广策划
老乡鸡市场推广策划 市场营销策划案 老乡鸡营业推广策划 院,系, 经济管理与法学学院 班 级 12级市场营销3班 小组成员 胡玉萍 胡远婷 江明 学 号 12015093 12015094 12015095 poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness 2 ...Selected chicken farms should have the awareness of 1. environmentally conscious survival of mankind in the world owns and has only one Earth, protecting it is the sacred mission of mankind. The poultry industry at the same time to provide quality egg, chicken, also produces a lot of waste, sewage, harmful gases and organic waste. Bigger chickens, greater the emissions. If a quantity of 200,000 chickens laying hens, 1 from the tens of thousands of tons of chicken manure, 150,000 ~20 million cubic metres of sewage, if not handled properly may cause environmental pollution. Currently, environmental pollution is mainly nitrogen in poultry (in the form of manure and ammonia) and phosphate. As mentioned above, the effect of dietary protein level is too high (particularly the egg ratio is too high), and poor balance of amino acids in proteins, will reduce the chicken protein use efficiency, waste feed, increased feed costs, while nitrogen pollution to the 前言 金点子管理咨询公司,受老乡鸡公司委托,就2015年——2016年期间营业推广方案,关于企业品牌推广及新品推荐进行策划工作。我公司将就项目的实际情况,结合最新的市场动态,力求为本项目找到最佳的策划方案,为贵司赢取最大的经济效益和社会效益。 目前,安徽省的快餐行业正处于高速发展时期,国际品牌有麦当劳、肯德基、必胜客等,本土品牌有真功夫,大娘水饺、沙县小吃等。每一个企业,都有自己的特色,所以老乡鸡在这个关键时刻必须抓住机会,才是长久发展之计。 poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness 2 ...Selected chicken farms should have the awareness of 1. environmentally conscious survival of mankind in the world owns and has only one Earth, protecting it is the sacred mission of mankind. The poultry industry at the same time to provide quality egg, chicken, also produces a lot of waste, sewage, harmful gases and organic waste. Bigger chickens, greater the emissions. If a quantity of 200,000 chickens laying hens, 1 from the tens of thousands of tons of chicken manure, 150,000 ~20 million cubic metres of sewage, if not handled properly may cause environmental pollution. Currently, environmental pollution is mainly nitrogen in poultry (in the form of manure and ammonia) and phosphate. As mentioned above, the effect of dietary protein level is too high (particularly the egg ratio is too high), and poor balance of amino acids in proteins, will reduce the chicken protein use efficiency, waste feed, increased feed costs, while nitrogen pollution to the 老乡鸡营业推广策划书 目录 1市场状况............................................................................................................. 4 1.1老乡鸡现状....................................................................................................... 4 1.2老乡鸡消费者基本状况................................................................................... 4 1.3竞争者状况分析............................................................................................... 5 1.4老乡鸡及竞争对手的优缺点比较................................................................... 5 2老乡鸡swot分析 ....................................................................................................... 6 2.1优势(strength).............................................................................................. 6 2.2劣势(weakness) ........................................................................................... 6 2.3机会(opportunity) ........................................................................................ 6 2.4威胁(threat).................................................................................................. 6 3营销策划的目的......................................................................................................... 7 3.1新品的研发....................................................................................................... 7 3.2品牌的推广....................................................................................................... 7 4老乡鸡营销策划的策略............................................................................................. 7 4.1产品策略........................................................................................................... 7 4.2价格策略........................................................................................................... 7 4.3促销策略........................................................................................................... 8 4.4渠道策略........................................................................................................... 8 .................................................................5营业推广的具体方案................................ 8 5.1老乡鸡新品推广方案——老乡鸡的新“食”界 ............................................... 8 5.2“老乡鸡文化节”的系列活动 .......................................................................... 10 5.2.1活动之一:网上推广方案:抢楼活动............................................... 11 5.2.2活动之二:扯开嗓门喊出老乡鸡版“好声音” ................................... 12 6财务预算................................................................................................................... 11 7老乡鸡营业推广效果预测和监控........................................................................... 14 7.1营销效果的预测............................................................................................. 14 7.2营销效果的监控............................................................................................. 14 8附录........................................................................................................................... 14 8.1附件:............................................................................................................. 14 poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness 2 ...Selected chicken farms should have the awareness of 1. environmentally conscious survival of mankind in the world owns and has only one Earth, protecting it is the sacred mission of mankind. The poultry industry at the same time to provide quality egg, chicken, also produces a lot of waste, sewage, harmful gases and organic waste. Bigger chickens, greater the emissions. If a quantity of 200,000 chickens laying hens, 1 from the tens of thousands of tons of chicken manure, 150,000 ~20 million cubic metres of sewage, if not handled properly may cause environmental pollution. Currently, environmental pollution is mainly nitrogen in poultry (in the form of manure and ammonia) and phosphate. As mentioned above, the effect of dietary protein level is too high (particularly the egg ratio is too high), and poor balance of amino acids in proteins, will reduce the chicken protein use efficiency, waste feed, increased feed costs, while nitrogen pollution to the3 1市场状况分析 1.1老乡鸡现状 老乡鸡在安徽现有300多家直营连锁店,遍布全省各市县,更多门店正在陆续开业中。老乡鸡的菜品以安徽著名土鸡品种“肥西老母鸡”为主要原料,招牌菜品“肥西老母鸡汤”采用大别山生态散养的最优质土鸡,经精火熬炖而成,汤清肉白,原汁原味,被中华烹饪协会评为“中华名吃”。 公司已经获得“中国驰名商标”“国家地理标志”“中华餐饮名店”“绿色产品”“中华优秀快餐品牌”“中国食品优秀企业”等荣誉称号。 通过前期市场调查,我们发现老乡鸡现状如下:首先在我们的调查过程中我们发现有很多人,都不知道有老乡鸡这个点,所以由此可见,老乡鸡的知名度不是很高。其次知道老乡鸡的顾客,对老乡鸡的评价也参差不齐,有消费者认为老乡鸡味道好,品质高,而且有较好的影响;但有消费者就认为老乡鸡的菜式较少,价格偏高,服务态度有待改善。 1.2老乡鸡消费者基本状况 通过调查,我们发现到老乡鸡消费的顾客有以下特点,首先,多为20—30岁,因为老乡鸡多在市区繁华地段,处于这一年龄段的人,都喜欢逛街,所以在市区消费较多。进而老乡鸡就有了市场。其次多为上班族。因为老乡鸡店面选址一般在商场旁边,所以商场的上班人员,为了方便就会在此消费。最后消费者月收入多在2000—3000元平均,每月消费3—5次,每次消费在30—50元,老乡鸡是快餐为主打,所以高收入群体的人一般会看不上,他们一般选择酒店或高档的餐厅,低收入者群体一般不会再里面消费,因为他们觉得没有必要。所以中档收入的消费者成为老乡鸡的忠实顾客。 poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness 2 ...Selected chicken farms should have the awareness of 1. environmentally conscious survival of mankind in the world owns and has only one Earth, protecting it is the sacred mission of mankind. The poultry industry at the same time to provide quality egg, chicken, also produces a lot of waste, sewage, harmful gases and organic waste. Bigger chickens, greater the emissions. If a quantity of 200,000 chickens laying hens, 1 from the tens of thousands of tons of chicken manure, 150,000 ~20 million cubic metres of sewage, if not handled properly may cause environmental pollution. Currently, environmental pollution is mainly nitrogen in poultry (in the form of manure and ammonia) and phosphate. As mentioned above, the effect of dietary protein level is too high (particularly the egg ratio is too high), and poor balance of amino acids in proteins, will reduce the chicken protein use efficiency, waste feed, increased feed costs, while nitrogen pollution to the 老乡鸡营业推广策划书 1.3竞争者状况分析 麦当劳是国际知名餐饮品牌,在全球拥有超过35,000家餐厅,每天为119个国家和地区的7,000多万名顾客提供高品质的食品与服务。麦当劳分别在2012年、2013年、2014年连续三获得“中国健康七星奖”。麦当劳特别注重慈善公益事业,其不惜花重金,去筹办任何一个有意义的活动。而且在很多慈善晚会上获奖。安徽省内,麦当劳一般会在较为发达的市开店,其覆盖率没有肯德基广。麦当劳以汉堡、小吃、饮料、甜品为主,多为西式快餐。企业的特色在于“开心乐园”,麦当劳以开心为宗旨,使麦当劳餐厅成为欢乐餐厅。因此,其消费群体都为未成年的小朋友,以及想要快乐的年轻人。 肯德基(Kentucky Fried Chicken KFC)是美国跨国连锁餐厅,同时也是世界第二大速食及最大炸鸡连锁企业,由哈兰德?桑德斯上校于1939年在肯塔基州路易斯维尔创建。其主要出售炸鸡等快餐食品,经营理念是不断推出新的产品,或将以往销售产品重新包装,针对人们尝鲜的心态,从而获得利润。在安徽省内,肯德基基本上每一个市都有一家,省会合肥就有10家。肯德基立足打造中国新式快餐,改变中国的饮食习惯。肯德基的消费群体是爱时尚和想放松的年轻人,当然儿童也是它的目标市场之一。 1.4老乡鸡及竞争对手的优缺点比较 老乡鸡是安徽人自主的品牌,拥有独特的品牌优势以及社会凝聚力,老乡鸡的产品有独特之道,其原料来自180天自家散养的土鸡,老乡鸡以自育、自养、自宰、自烹为一体化,采用中央厨房标准化精做,恒温冷链配送,以及全程监控确保食品安全,这都是老乡鸡食品口味的保障。老乡鸡为绿色食品,不含有任何添加剂,有利于人健康。老乡鸡产品的价格适中,比西式快餐的价格便宜很多。但是其菜式有很大的局限性,目前老乡鸡只有有关“鸡”的食品。没有给顾客提供更多的选择。 麦当劳、肯德基都是西式快餐,食品的种类多为汉堡和甜品,这类食品都是年轻人和小孩子的最爱,所以麦当劳和肯德基都能够抓住小孩和年轻人的胃。但是他的价格相对于中式快餐较高,普通的消费者很少麦当劳和肯德基消费,除非有什么特殊的需要。麦当劳和肯德基为消费者提供了更多的选择,而且麦当劳和肯德基都非常注重新品的研制,基本上每一个季度都会有自己特色的新品。这是 poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness 2 ...Selected chicken farms should have the awareness of 1. environmentally conscious survival of mankind in the world owns and has only one Earth, protecting it is the sacred mission of mankind. The poultry industry at the same time to provide quality egg, chicken, also produces a lot of waste, sewage, harmful gases and organic waste. Bigger chickens, greater the emissions. If a quantity of 200,000 chickens laying hens, 1 from the tens of thousands of tons of chicken manure, 150,000 ~20 million cubic metres of sewage, if not handled properly may cause environmental pollution. Currently, environmental pollution is mainly nitrogen in poultry (in the form of manure and ammonia) and phosphate. As mentioned above, the effect of dietary protein level is too high (particularly the egg ratio is too high), and poor balance of amino acids in proteins, will reduce the chicken protein use efficiency, waste feed, increased feed costs, while nitrogen pollution to the5 买点也是吸引消费者的热点。 2老乡鸡swot分析 2.1优势(strength) 首先老乡鸡是绿色健康食品,现在的人都追求健康的生活理念,所以老乡鸡的绿色健康饮食,符合当代人的消费理念。其次老乡鸡产品的原料正宗,180天的土鸡,加上独特的配方,秘制的汤汁,保正老乡鸡的每一个的菜式都不失营养,保证它的原汁原味,所以老乡鸡的口味是每一位消费者都觉得很好。最后老乡鸡是中式快餐,所以一以中国饮食特色为主,如米饭,面条。因此老乡鸡的产品比较符合中国人的饮食习惯。 2.2劣势(weakness) 首先老乡鸡虽然定位于快餐店,但是老乡鸡趋势快餐店的高端,因为其不是一般的快餐店,它是具备专业服务特色食品的快餐店。所以相对于其他快餐店,价格偏高。其次老乡鸡的服务水平有待提高,在安徽个别店里的服务员,服务理念不是太高,因此服务不太尽心。最后,老乡鸡品牌知名度不高,因为在调查中我们发现有很多接受调查者,都不了解老乡鸡,都不知道老乡鸡这个品牌。这说明老乡鸡的品牌知名度不高。 2.3机会(opportunity) 首先,当前安徽省深入贯彻“餐饮业回归本质,服务大众”的指导意见,以老乡鸡为主办方的“第十八届中国快餐产业大会”即将举办,在大会上积极老乡鸡公司可以抓住此次机会,前面向全安徽人乃至全中国人推广老乡鸡。其次,当前是网络高速发展的时期,老乡鸡可以借助网络的力量,积极开拓在互联网上的市场。比如老乡鸡可以和马云合作,借助马云在互联网的优势,积极推广中国快餐企业。最后,老乡鸡是绿色食品,老乡鸡可以抓住这一点,进行事件营销。 2.4威胁(threat) 首先,老乡鸡快餐的竞争对手较多,除了西式快餐,还有中式快餐。西式快餐有麦当劳、肯德基等,中式快餐有真功夫,大娘水饺、沙县小吃等。所以快餐poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness 2 ...Selected chicken farms should have the awareness of 1. environmentally conscious survival of mankind in the world owns and has only one Earth, protecting it is the sacred mission of mankind. The poultry industry at the same time to provide quality egg, chicken, also produces a lot of waste, sewage, harmful gases and organic waste. Bigger chickens, greater the emissions. If a quantity of 200,000 chickens laying hens, 1 from the tens of thousands of tons of chicken manure, 150,000 ~20 million cubic metres of sewage, if not handled properly may cause environmental pollution. Currently, environmental pollution is mainly nitrogen in poultry (in the form of manure and ammonia) and phosphate. As mentioned above, the effect of dietary protein level is too high (particularly the egg ratio is too high), and poor balance of amino acids in proteins, will reduce the chicken protein use efficiency, waste feed, increased feed costs, while nitrogen pollution to the 老乡鸡营业推广策划书 市场上竞争比较激烈。其次,老乡鸡作为安徽人的资助品牌,创业的起点较低,因此相比较国际连锁的竞争者,发展资金不足。最后,老乡鸡的品牌效应不强,根据调查发现,老乡鸡的知名度不高,有的安徽人不了解甚至不知道这个品牌。 3营销策划的目的 3.1新品的研发 根据市场的调研,以及上述分析,我们发现老乡鸡最大的劣势是菜品种类单一,因此不能吸引消费者长期在老乡鸡消费。因此老乡鸡公司必须加大对新品的研制和开发,扩展菜品的种类。 3.2品牌的推广 通过市场调研,我们发现老乡鸡的品牌知名度不是很高,很多安徽人不了解甚至不知道老乡鸡的存在。因此我们认为老乡鸡有必要加大对自己品牌的宣传,以此让消费者更加深入的了解老乡鸡品牌。 4老乡鸡营销策划的策略 4.1产品策略 (1)核心产品:特色菜,营养套餐 (2)有形产品:精致器皿盛放食物 (3)附加产品:免费外送,特殊时期的打折,会员价的优惠 (4)心理产品:及时解决客户问题,专人完成客户咨询 4.2价格策略 老乡鸡产品是以主食为主,民以食为天, 所以价格不能太高。所以我们的定价目标为:以市场占有率为主 (1)成本导向法,餐饮行业是一个长期存在的行业,不会因为一时的获利 就退出市场。所以成本导向发是最合适的策略,这样会使老乡鸡产品的价格 不会太高,也不会使老乡鸡企业亏本。 (2)差别定价法,这个策略是针对新品的,因为新品上市的时候,需要一 poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness 2 ...Selected chicken farms should have the awareness of 1. environmentally conscious survival of mankind in the world owns and has only one Earth, protecting it is the sacred mission of mankind. The poultry industry at the same time to provide quality egg, chicken, also produces a lot of waste, sewage, harmful gases and organic waste. Bigger chickens, greater the emissions. If a quantity of 200,000 chickens laying hens, 1 from the tens of thousands of tons of chicken manure, 150,000 ~20 million cubic metres of sewage, if not handled properly may cause environmental pollution. Currently, environmental pollution is mainly nitrogen in poultry (in the form of manure and ammonia) and phosphate. As mentioned above, the effect of dietary protein level is too high (particularly the egg ratio is too high), and poor balance of amino acids in proteins, will reduce the chicken protein use efficiency, waste feed, increased feed costs, while nitrogen pollution to the7 个推广阶段,这一阶段需要优惠价格来吸引消费者,此阶段需要很多的消费 者知道老乡鸡的新品。推广阶段过后,可以适当的提价。 4.3促销策略 (1)广告促销:注重宣传一种生活方式,观念定位于,欢乐、情感、交流 (2)公共关系:事件营销,献血,灾区重建,体恤员工 (3)营销推广: 针对消费者的营业推广:有奖销售,会员销售 针对中间商的营业推广:交易会、订货会,引导中间商签订订货活动。 针对营销人员的推广:销售红利、推销竞赛、机会、职业提拔。 (4)人员推广:店内人员的推广 4.4渠道策略 (1)店面销售,老乡鸡一直为实体店面经营模式,所以对于销售渠道,我们还是选用大众接触面广的实体店面。 (2)外卖市场,为了开拓外面市场,我们采用免费外面服务,通过网上订餐,实现老乡鸡的020模式,拓宽销售渠道 (3)通过与公司合作,争取更多的工作餐配送,以此提高产品销售量品牌知名度。 5营业推广的具体方案 5.1老乡鸡新品推广方案——老乡鸡的新“食”界 老乡鸡新品推广方案 推广目的 根据市场的调研,以及上述分析,我们发现老乡鸡最大的劣势是菜品种类单一,因此不能吸引消费者长期在老乡鸡消费。老乡鸡公司必须加大对新品的研制和开发,扩展菜品的种类。 推广主题 老乡鸡的新“食”界 poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness 2 ...Selected chicken farms should have the awareness of 1. environmentally conscious survival of mankind in the world owns and has only one Earth, protecting it is the sacred mission of mankind. The poultry industry at the same time to provide quality egg, chicken, also produces a lot of waste, sewage, harmful gases and organic waste. Bigger chickens, greater the emissions. If a quantity of 200,000 chickens laying hens, 1 from the tens of thousands of tons of chicken manure, 150,000 ~20 million cubic metres of sewage, if not handled properly may cause environmental pollution. Currently, environmental pollution is mainly nitrogen in poultry (in the form of manure and ammonia) and phosphate. As mentioned above, the effect of dietary protein level is too high (particularly the egg ratio is too high), and poor balance of amino acids in proteins, will reduce the chicken protein use efficiency, waste feed, increased feed costs, while nitrogen pollution to the 老乡鸡营业推广策划书 推广时间 2015年1月1日——2015年3月1号 推广新品 (1)油酥鸡 产品特色:滑润细嫩,清鲜醇厚,葱香四溢 产品保健功效:健胃、温中、降逆止呕 产品价格:25元一份 新品理念:纵看老乡鸡的所有菜式,没有香酥的菜式,结合鸡肉的特质,油炸之后,口感极佳。 (2)黄焖鸡块 产品特色:色香味俱全,入口香酥,回味无穷。特色酱汁搭配,达到完美极致。 产品保健功效:补血、护齿 产品价格:15元一份 新品理念:具备肯德基鸡排的外形,但是味道独特。具备中西结合的风味,让你回味无穷。 (3)酱香排骨 产品特色:精选的排骨,加上果味的搭配,使排骨和水果的营养完全保存,不流失。 产品保健功效:保护骨骼,补充营养 产品价格:35元一份 新品理念:味道鲜美,开辟老乡鸡的另一菜系,研制除鸡有关菜式的另一菜系。完善老乡鸡的菜品样式,满足顾客多样需求。 推广形式 (1)特殊群体优惠促销 凭学生证和有效工作证,在活动期间购买任何一款新品,都可享受8.8折优惠。 (2)买赠活动 活动期间任何一个消费者,只要一次购买以上3种兴新品,老乡鸡就会赠送饮料若干。 (以上2种活动的优惠方式,只可同时享有一个) poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness 2 ...Selected chicken farms should have the awareness of 1. environmentally conscious survival of mankind in the world owns and has only one Earth, protecting it is the sacred mission of mankind. The poultry industry at the same time to provide quality egg, chicken, also produces a lot of waste, sewage, harmful gases and organic waste. Bigger chickens, greater the emissions. If a quantity of 200,000 chickens laying hens, 1 from the tens of thousands of tons of chicken manure, 150,000 ~20 million cubic metres of sewage, if not handled properly may cause environmental pollution. Currently, environmental pollution is mainly nitrogen in poultry (in the form of manure and ammonia) and phosphate. As mentioned above, the effect of dietary protein level is too high (particularly the egg ratio is too high), and poor balance of amino acids in proteins, will reduce the chicken protein use efficiency, waste feed, increased feed costs, while nitrogen pollution to the9 实施过程 2015月1月1日—2015年2月1日,为宣传期。 媒体 投放策略 电视 在安徽各地,选择当地收拾率较高,受众集中的栏目插播字 幕广告(活动信息的告之)时间定在每晚的 18:30——19:00,20:30——21:30 报纸 在报纸上,把老乡鸡的新品广而告之,包括活动主题、时间、 、地点 宣传手宣传手册主要用于店面宣传 册 在广告宣传的同时,店面的宣传也不能放松。在每个老乡鸡的店里摆放新产品的宣传画,渲染气氛。 2015年2月1日——2015年3月1日,为新品正式上市期。此时在每个老乡鸡的店里会在专门的展架上,展示新品。吸引消费者购买购买。此时店里的广告宣传画继续保留。在此期间店里的营业员,需要对顾客充分介绍,推广新品。营业员之间会有一个竞争机制,谁推广的新品多,谁就会获得更多的奖励。 活动经费 电视广告 每晚1000元,共30000元 报纸广告 6000元/月 宣传手册 1500元 其他费用 1000元 总共 38500元 5.2“老乡鸡文化节”的系列活动 借助老乡鸡第十一年周年店庆,开展一感恩为主题的“老乡鸡文化节”系列活动,让人们了解老乡鸡,了解老乡鸡这个品牌,提高品牌知名度和美誉度。从而提高老乡鸡的销售额,并让老乡鸡对人们产生更加深刻长远的影响。 poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness 2 ...Selected chicken farms should have the awareness of 1. environmentally conscious survival of mankind in the world owns and has only one Earth, protecting it is the sacred mission of mankind. The poultry industry at the same time to provide quality egg, chicken, also produces a lot of waste, sewage, harmful gases and organic waste. Bigger chickens, greater the emissions. If a quantity of 200,000 chickens laying hens, 1 from the tens of thousands of tons of chicken manure, 150,000 ~20 million cubic metres of sewage, if not handled properly may cause environmental pollution. Currently, environmental pollution is mainly nitrogen in poultry (in the form of manure and ammonia) and phosphate. As mentioned above, the effect of dietary protein level is too high (particularly the egg ratio is too high), and poor balance of amino acids in proteins, will reduce the chicken protein use efficiency, waste feed, increased feed costs, while nitrogen pollution to the 老乡鸡营业推广策划书 5.2.1活动之一:网上推广方案:抢楼活动 活动名称:老乡鸡吧抢楼活动; 活动主题:想要抢楼赢大奖,就在老乡鸡吧。 活动目的:通过在百度贴吧的老乡鸡吧抢楼活动,即在指定时间内指定楼层获奖的方式,进行抢楼活动。为“老乡鸡文化节”接下来的活动造势,提高众多网民的参与度,积极性,提高活动效率。宣传老乡鸡。 活动时间:2015年11月27日(感恩节)11点到23点之间 活动方式:在百度贴吧的老乡鸡吧的某贴下回复指定内容 内容:11月27日11点开始,在老乡鸡吧的某贴下抢楼 奖品设置:50元的现金券40张 活动前宣传: (1)11月24日开始利用微信朋友圈、微博、贴吧、官网等提前宣传:老乡鸡文化节要开始了,你怎么看,老乡鸡十一周年店庆,感恩顾客,感谢一路有你。老乡鸡将于11月27日感恩节在贴吧进行抢楼活动,赢大奖。 (2)在店内张贴“老乡鸡文化节”活动海报,可在海报中设计二维码,消费者可通过直接扫描二维码进入老乡鸡吧,宣传抢楼活动。或者店员可向消费者简单宣传一下。 (3)员工在市内派发传单,让市内的人民提前知道这样的活动。尤其是要在百大、步行街等地要多发传单。因为根据我们之前的调查结果,巢湖老乡鸡消费者多为上班族和学生。所以在这些上班族上班、学生逛街的集中区发放,效果会好一笑而过。 活动经过: (1)11月27日当天先在贴吧内发帖说明活动规则:从11点开始在名为“11周年店庆,感恩——老乡鸡文化节”的贴下下面回复指定内容:老乡鸡文化节,感谢有你活动。进行抢楼,直到23点结束。中奖楼层设置从500层开始,凡是踩中500、1000、1500、2000、2500,„„为中奖楼层,踩完为止。 (2)11点一开始活动开始,因为是在网上进行的活动,不存在现场控制,主要是要保证当时吧内的稳定,到23点后做到统计结果,及时发布获奖者名单。 活动结束后一天,凭自己的获奖名单,和身份证到老乡鸡去领取现金卷。 活动注意事项: (1)同一ID连续踩超过3楼,则为作废。 poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness 2 ...Selected chicken farms should have the awareness of 1. environmentally conscious survival of mankind in the world owns and has only one Earth, protecting it is the sacred mission of mankind. The poultry industry at the same time to provide quality egg, chicken, also produces a lot of waste, sewage, harmful gases and organic waste. Bigger chickens, greater the emissions. If a quantity of 200,000 chickens laying hens, 1 from the tens of thousands of tons of chicken manure, 150,000 ~20 million cubic metres of sewage, if not handled properly may cause environmental pollution. Currently, environmental pollution is mainly nitrogen in poultry (in the form of manure and ammonia) and phosphate. As mentioned above, the effect of dietary protein level is too high (particularly the egg ratio is too high), and poor balance of amino acids in proteins, will reduce the chicken protein use efficiency, waste feed, increased feed costs, while nitrogen pollution to the11 (2)同一ID对应一人,只记奖一次,如重复,顺延下一位。 如:599楼重复,则600楼为获奖楼层,如在重复,则继续顺延。 回复指定内容为:老乡鸡文化节,感谢有你活动。如果获奖楼层回复不符合要求,则取消获奖资格,顺延下一位。 活动结束后,奖品领取截止时间为本周末(30日) 5.2.2活动之二:扯开嗓门喊出老乡鸡版“好声音” 此次“老乡鸡文化节”活动是以感恩为主题,这个活动,也是以感恩为主题。平时,外面总是羞于达对父母们的爱,这个活动就是要扯开嗓门喊出你对父母或其他人的感恩之心。活动目的:宣传“老乡家文化节”,也是宣传老乡家的服务理念-——“像对待家人一样对待顾客”,举办这样一个活动也是老乡鸡向顾客表达感恩。老乡鸡11年,感谢有顾客的支持。让老乡鸡温馨的、知恩的形象深入人心。 活动时间:2015年11月29日(星期六) 活动主题:真情呐喊,感谢有你 活动地点:百大商场外面(靠近老乡鸡) 活动内容:大声呐喊出你的爱,全城喊宝传递快乐。看分贝高低,可以领取相应奖品(即宝贝) 活动前宣传: 在商场周围发放传单(与宣传抢楼的传单是一起的) 同样是在11月24日网上进行宣传:贴吧、微博、微信 在店内外张贴海报 LED灯播放:大声呐喊出你的爱吧,11月29日在百大商场外面,老乡鸡举办扯开嗓门喊出老乡鸡版“好声音” 活动经过: 提前布置现场,现场有主持人一名,服务人员6名,奖品若干。 活动开始后,会有一辆全身刷成绿色的汽车后车厢改装成喊宝的场所,并独具匠心设置一个声音感应器,当参与者喊出LED屏上显示的文字时,内置的智能识别系统就会启动,并显示声音分贝,当声音达到一定分贝,装置将自动掉出相应礼品。 活动结果预测: poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness 2 ...Selected chicken farms should have the awareness of 1. environmentally conscious survival of mankind in the world owns and has only one Earth, protecting it is the sacred mission of mankind. The poultry industry at the same time to provide quality egg, chicken, also produces a lot of waste, sewage, harmful gases and organic waste. Bigger chickens, greater the emissions. If a quantity of 200,000 chickens laying hens, 1 from the tens of thousands of tons of chicken manure, 150,000 ~20 million cubic metres of sewage, if not handled properly may cause environmental pollution. Currently, environmental pollution is mainly nitrogen in poultry (in the form of manure and ammonia) and phosphate. As mentioned above, the effect of dietary protein level is too high (particularly the egg ratio is too high), and poor balance of amino acids in proteins, will reduce the chicken protein use efficiency, waste feed, increased feed costs, while nitrogen pollution to the 老乡鸡营业推广策划书 如此有趣的喊宝活动吸引了数千市民围观,现场排起了长队。为了获得礼品,现场参与者八仙过海,各显神通,效果良好。老乡鸡为感恩十一周年举办的喊宝活动非常接地气,能够吸引大众主动参与,更有助于其品牌的深度传播。 整个“老乡鸡文化节”活动结果预测: “老乡鸡文化节”系列活动顺利开展,并对老乡鸡产生一定影响,推广了老乡鸡这一品牌,让顾客更加了解了老乡鸡。了解老乡鸡的文化,知道老乡家对待顾客就要对待家人一样。让顾客在老乡鸡感受到家一般的温馨。 财务经费 项目 费用(元) 奖品设置(活动一) 2000 海报 1000 奖品(活动二) 2000 会场布置 12000 合计 17000 6财务预算 项目名称 费用 电视广告 每晚1000元,共30000元 报纸广告 6000元/月 宣传手册 1500元 其他费用 1000元 奖品设置(活动一) 2000元 海报 1000元 奖品(活动二) 2000元 会场布置 12000元 总计 55500元 poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness 2 ...Selected chicken farms should have the awareness of 1. environmentally conscious survival of mankind in the world owns and has only one Earth, protecting it is the sacred mission of mankind. The poultry industry at the same time to provide quality egg, chicken, also produces a lot of waste, sewage, harmful gases and organic waste. Bigger chickens, greater the emissions. If a quantity of 200,000 chickens laying hens, 1 from the tens of thousands of tons of chicken manure, 150,000 ~20 million cubic metres of sewage, if not handled properly may cause environmental pollution. Currently, environmental pollution is mainly nitrogen in poultry (in the form of manure and ammonia) and phosphate. As mentioned above, the effect of dietary protein level is too high (particularly the egg ratio is too high), and poor balance of amino acids in proteins, will reduce the chicken protein use efficiency, waste feed, increased feed costs, while nitrogen pollution to the13 7老乡鸡营业推广效果预测和监控 7.1营销效果的预测 通过营销活动迅速地提升了企业的销量,提高了企业的知名度,实现了企业利润,形成了品牌的形象。老乡鸡的新品也得到了消费者认可,得到了较好的市场反应。这些都有利于老乡鸡市场的开阔,精准的市场定位,以及稳定目标消费者。 7.2营销效果的监控 在整个营业推广中要对主要的事项进行密切的监控,根据实际情况选择强化或弱化的策略,以及每个策略的有效结合。 通过老乡鸡营业推广策划,结合线上线下结合的营销方式,扩大了老乡鸡的知名度,以及为老乡鸡的新品研发,推广提供了平台。这使消费者从对其产品认可逐步转化为企业文化和品牌的认同,从而有利于在安徽人的消费者中永久的建立起中式快餐品牌形象。 8附录 8.1附件: 巢湖市“老乡鸡”中式快餐店消费者情况调查问卷 您好: 现在巢湖的快餐店越来越多,我们大概会占用您几分钟的时间,了解一下巢湖老乡鸡的消费者情况,分析老乡鸡如何在众多的快餐店中更好的生存发展。请您放心,本次调查采用匿名方式,您的作答将会严格保密。感谢您在百忙之中参与调查,谢谢您的合作~ 1.您的年龄是,( ) [单选题] A 20岁以下 B 20-30岁 C 31-40岁 D 40以上 2.您现在的职业是,( ) [单选题] A 学生 B 上班族 C 家庭主妇 D 自由职业者E 其他 3.您的每月收入是,( ) [单选题] [单位:元] A 1000以下 B 1000-2000 C 2001-3000 D 3001-4000 E 4000以上 4.您平均每个月来“老乡鸡”快餐店消费多少次,()[单选题]选A跳至8题 A 很少 B 3-5次 C 6-15次 D 15次以上 5. 您平均每次在“老乡鸡”快餐店的消费金额是多少,() [单选题] poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness 2 ...Selected chicken farms should have the awareness of 1. environmentally conscious survival of mankind in the world owns and has only one Earth, protecting it is the sacred mission of mankind. The poultry industry at the same time to provide quality egg, chicken, also produces a lot of waste, sewage, harmful gases and organic waste. Bigger chickens, greater the emissions. If a quantity of 200,000 chickens laying hens, 1 from the tens of thousands of tons of chicken manure, 150,000 ~20 million cubic metres of sewage, if not handled properly may cause environmental pollution. Currently, environmental pollution is mainly nitrogen in poultry (in the form of manure and ammonia) and phosphate. As mentioned above, the effect of dietary protein level is too high (particularly the egg ratio is too high), and poor balance of amino acids in proteins, will reduce the chicken protein use efficiency, waste feed, increased feed costs, while nitrogen pollution to the 老乡鸡营业推广策划书 A 30元以下 B 30-50元 C 51-100元 D 100元以上 6. 您来“老乡鸡”吃饭的原因是什么,( ) [多选题] A 时间紧张,工作便利 B 喜欢其味道 C 价格便宜 D 环境优美,干净卫生 E 品牌效应 F 其他________________ 7. 您对“老乡鸡”快餐店的品牌设施、服务以及用餐环境的印象如何,( ) [单选题] A 非常好 B 好 C 较好 D 一般 8. 您选择快餐店的标准是,( ) [多选题] A 快餐廉价性 B 快餐便捷性 C 快餐店的分布范围广 D 快餐味道好 E 快餐品种丰富 F 快餐店服务 G其他_________ 9. 您认为“老乡鸡”快餐店还有哪些方面需要改进,( ) [多选题] A 环境卫生 B 服务态度 C 菜式种类 D 菜式价格 E 品牌知名度 F 其他__________ 10.您是通过何种途径了解到老乡鸡的,( )[单选题] A 自己发现的 B 朋友介绍的 C 传单、报纸、海报等纸质广告 D 电视 E 网络媒体 F 餐厅广告、标志 G 通过影响类较大的事件或活动 H 其他 11.对快餐的促销方式,您更倾向于( ) [多选题] A 节日加菜 B 生日优惠 C 定期推出特价菜 D 发放礼品 E 会员制 F 其他___________ 12. 与肯德基等其他快餐店相比较,您认为“老乡鸡”有什么优势,( ) [多选题] A 其食物价格适宜 B 其更加有营养 C 其菜式种类更加多样化 D 其用餐氛围更好 E 其味道更好 F 其更加卫生 G 其他__________ 13. 您对老乡鸡未来发展(更好的服务客户)有什么好的建议: 问卷到此结束,再次感谢您的参与~ poultry industry will occupy a certain area of land, there is a modern product with comprehensive rollup of 50,000 chickens laying hens, covers an area of 14.87 hectares (233 acres) more (including Office of hatching, brood rearing, and laying House, eggs, feed processing workshop, Office, etc). The poultry industry should work in land conservation, not accounted for or less cultivated land, wasteland, the principle of slope land. When the chicken farm should generally not available to local arable land area to determine an appropriate level of breeding size and not, as in the past, first determine the size, then go to the expropriation. 3. energy-saving, water-saving awareness 2 ...Selected chicken farms should have the awareness of 1. environmentally conscious survival of mankind in the world owns and has only one Earth, protecting it is the sacred mission of mankind. The poultry industry at the same time to provide quality egg, chicken, also produces a lot of waste, sewage, harmful gases and organic waste. Bigger chickens, greater the emissions. If a quantity of 200,000 chickens laying hens, 1 from the tens of thousands of tons of chicken manure, 150,000 ~20 million cubic metres of sewage, if not handled properly may cause environmental pollution. Currently, environmental pollution is mainly nitrogen in poultry (in the form of manure and ammonia) and phosphate. As mentioned above, the effect of dietary protein level is too high (particularly the egg ratio is too high), and poor balance of amino acids in proteins, will reduce the chicken protein use efficiency, waste feed, increased feed costs, while nitrogen pollution to the15
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