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单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,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,PRODUCT DEVELOPMENT,Food,- concerning the target market,- remain special,- increase the product variety,Service,- pre-oder service,- today,s,order group service,MARKETING MIX CONSIDERATION,MARKETING MIX CONSIDERATION,Product,-,Healthy,-,Fresher,-,More flavors,and categories.,MARKETING MIX CONSIDERATION,Place,-,Surrounded by 5 dormitory buildings (No.3,4,29; A & B),-,Close to residential area.,.,- Direct channel,MARKETING MIX CONSIDERATION,Price,-,Penetration pricing strategy,- The price is,medium,so it should be,maintained, however, it can be considered to,lower,the price so as to,enlarge the market share,with the primary consideration of making profit.,MARKETING MIX CONSIDERATION,Promotion,-,Word of mouth marketing,- Group-ordered promotion,- Micro-blog promotion,IMPLEMENTATION PROCEDURES,Sign,Licenses,- Business & Hygiene,Equipments,- Smoke extractor/ disinfection cupboard/ lights,Promotions,-,“,Today,s Group Order,”,- Advertorial,社论式广告,- Message boards,THANK YOU!,
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