+ Home delivery service available;
+ meet customers' needs for ornamental plants and diverse drinks;
+ Service attitude always puts customers first
+ Cheaper product price
+ Many incentives and promotions
Competitor C:
+ Home delivery service available;
+ meet customers' needs for ornamental plants and cakes; reasonable prices;
+ Try to ensure that the ordered items are complete, do not forget or confuse customer orders and do not let customers wait.
+ Wide advertising coverage
2, Marketing plan
2.1. Marketing plan – product
Characteristic
1, coffee: black, brown, light silver, ice blended, cappuccino, latte, Americano, egg coffee, … | 2, soda, smoothie, fruit juice, lemon tea, milk sour, drinks seasonal | 3, Cakes: Flan, tiramisu, chocolate, cheesecake, cupcake, macaron … | 4, Food Snacks: beef jerky, chicken jerky, sunflower seeds, ... | 5, ornamental plants mini: succulents, cactus, aloe vera, pothos, ... | |
Ingredient | roasted coffee beans grind, powder matcha, sugar, milk fat, ice, caramel, chocolate, egg, color food, fresh milk, ... | Fruit, milk sour, fresh milk, sugar, ice, syrup, cream Chessee, pearl (homemade) ,jelly, caramel, pudding, … | Bakery handmade Panna Cotta (Ba Dinh, HN), price 6,000 500,000 VND/1 sp | Buy bag type big at grocery stores Credibility assurance CL | Enter word Succulent Shop (Online business), price from 12,000 VND/1 product |
Product goes with | Cups, glasses, cups glass/ceramic/paper/plastic, cup, spoon, straw, plate | Plant pots come in a variety of designs | |||
How to arrange | Roasted and ground coffee: fin and cup included; types of coffee Machine brewed: hot milk, milk foam (decorated with drawings) NT) or | After mixing, it will be poured into cups/glasses depending on the type of drink. Add other types. toppings by menu/portion favorite | Present on plate as requested customer demand | Packed in small printed wall bags logo shop, yes included disc when used at restaurant | Each pot The tree is cultivated and has a type diverse and beautiful shapes. |
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egg foam or add small candies: chocolate chips, marshmallows , … | of KH, beautiful, delicate decoration help increase customer's perception of the beverage | ||||
Bag cover | All kinds of cups, glasses, boxes, ... for use at the shop/take away with printed logo, address, phone number, printed in all kinds The designs/slogans are designed by the shop itself and produced by the factory according to the trends and popularity of young people. | ||||
Selling price | 28,000 VND – 65,000 VND. | 22,000 VND – 69,000 VND | 8,000 VND_ 66,000 VND | 15,000 VND _ 35,000 VND | 15,000 VND_155. 000 VND |
Matter glide g | Human resource quality: hard-working, studious, passionate staff Knowledgeable about bonsai, trained according to standards: friendly, sociable, polite and dedicated to customers, has mixing skills, flexible in handling situations, ... Service quality: Ensure green, airy, beautiful, clean space, fully equipped with charging and cooling equipment to meet the check-in and relaxation needs of customers. Product quality: Serving fresh, delicious, beautiful products, ensuring hygiene and quality | ||||
2.2. Marketing plan – price
Product, Service or product type | |||||
1, coffee | 2, drinks other | 3, cake | 4, Snacks | 5, ornamental plants mini | |
Average price | 30,000_ | TB | Average 35,000 VND/1 | Dried beef and chicken: | |
the opponent's vase side | 60,000 VND | 60,000 VND/cup | cake part | 45,000 VND/package | |
painting | |||||
Estimated cost | Roasted coffee: | Average 40,000 VND/1 | Average 30,000/1 | Direction | TB from |
my character | 28.000_32.00 | glass | cake part | positive: | 25.000_45.00 |
0 VND/cup | 15,000 VND/package | 0 VND/tree | |||
Machine brewed coffee: | Beef jerky, jerky | ||||
35.000_69.00 0 VND/glass Drinks from coffee: 30.000_38.00 0 VND/cup | chicken: 25.000_35.00 0 VND/ package | ||||
Reason for determination this price | Based on clean raw materials, reputable import sources, good quality, guaranteed processing Ensuring food hygiene and safety, ensuring environmental hygiene, and fully equipped accompanying services, can best meet the needs of customers. Based on the market price level, the restaurant's price is acceptable and has the opportunity to compete. After paying operating expenses and salaries/bonuses to employees, the restaurant can make a profit. | ||||
Will reduce price for those next customer | Purchase According to combo, set/customer has a loyalty card, when they accumulate 10 times, they will get 1 free drink | Bill over 300k get 1 piece of cake; bill Order over 500k 15% off total bill | |||
Give 30% voucher to customers checking in within 3 opening days Accumulate points, bills over 500K get discounts, come with gifts Have membership and loyalty cards | |||||
Will sell on credit for those next customer | Regulars, friends, relatives. | ||||
2.3. Marketing and promotion plan
When and how will you do the promotion?
Expense | |
Rent a shop space in a nice location, frontage, crowded place, convenient parking, easy to notice and easy to identify | 25 million/month |
Space design, interior decoration, restaurant decoration vintage style, basic, combined with green plants and small flowers create a cool feeling, close to nature while doing | 45 million in the first month fairy |
During the opening time of the shop, the shop's birthday, Announce promotions on special occasions and holidays, organize workshops to sell miniature bonsai, print and distribute beautiful flyers with pictures, moderate font size, concise content, and distribute them in front of cafes, school gates, in front of agencies, businesses, in supermarkets, or at shopping centers, etc. | 400,000 VND/each time |
Offer loyalty cards to customers who use the product. drink (collect 10 cups and get 1 cup for free) | About 12.5 million/ month |
Recruit and train dynamic, friendly and capable staff. Good service attitude (recruiting 3 bartenders, 6 waiters) | 24 million / month |
On special occasions of the cafe such as: opening, run promotional programs, hang banners/billboards, flowers in front of the cafe, convenient for collecting attract customers | About 1.5 million/each time |
Apply promotions on special occasions such as: cafe birthday, holidays September 2, March 8, October 20, ... (price promotion: 30-50% discount; or product promotion (buy 1 get 1 free, or buy 2 get 1 free,...). | About 57 million / month |
Brand identity design (logo, menu, business card, staff uniforms, name tags, etc.) | Estimated cost in first month about 8 million |
Build and develop fanpages on websites and social networks association; regularly take photos and post about featured drinks and special products and activities of the management | About 3 million |
Organize bonsai selling workshops at the end of the month | About 5 million |
Total | 138 million |
The highlight of the restaurant is the beautiful view
3. Distribution methods
Direct distribution: drinks, cakes, and miniature bonsai trees for consumers at the shop
Indirect distribution: through online sales, home delivery
Provide a phone number for customers to call to order and answer questions
Open a website with listed prices and images so customers can choose and order.
There are delivery staff within a 2km radius and delivery applications.
Reasons for choosing this distribution method
_Currently, this is an area that can be said to be densely populated, especially university students:
+ Green cafe model is increasingly popular.
+ The demand for cafes with beautiful views and delicious drinks is increasing.
_ Prices of competitors in the area are quite
_Because it is a cafe and bonsai model, it has a beautiful, fresh open space, decorated with many small, pretty flower trees, as well as many virtual check-in views that attract customers to come directly to the shop to enjoy.
_ Food and drinks are always available, dishes are served quickly, service attitude is professional, staff is friendly and open, customers often come back
_ Customers who need beautiful miniature bonsai can come to the shop to choose or order on the shop's website or page.
_Customers' need to enjoy delicious food while staying at home is increasing.
_Many customers live far away, are inconvenient to travel to, and cannot come to the restaurant location.
4. Necessary personnel
Legal ownership: I am the sole owner of the store, responsible for purchasing, importing, checking and organizing business activities; establishing and maintaining accounting and inventory systems. The manager will assist in supervising daily activities; recruiting; training staff; contacting and collecting feedback from customers. The store owner will be required to work 55-60 hours/week
Job
Skills, experience or other requirements to perform this job | Number of staff required | |
People Management | Management of: human resources, service quality, training | |
the | Human resources. The manager must be a reputable and public person. fair, clear distinction between public and private, with reasonable rewards and punishments. | 1 |
Manage | Flexible, hard-working, knowledgeable about how to use | |
ingredient, facilities | use and repair all kinds of machinery, responsibly high responsibility, … | 0 |
matter | ||
Revenue and expenditure management | Careful, sharp, decisive to make decisions spend wisely | 0 |
Accountant (also take orders) | Honest, quick, friendly, enthusiastic, skilled The ability to observe, calculate, synthesize, ... brings satisfaction for customers and avoid unnecessary mistakes. | 0 |
Marketing and sales promotion | Grasp customer psychology, popular trends, Trendy food and drinks, creative and always innovative thinking, effective planning, determining marketing methods according to customer classification and potential customers. | 1 |
Have the ability to synthesize and plan production costs. production, raw materials, marketing personnel, distribution, ... to attract and retain customers and gain profits. | 1 | |
Purchase of raw materials | Grasp market prices, raw material sources Hygienic materials, quality to meet delicious taste. | 0 |
Product monitoring | Experienced in making drinks, supervising the implementation Test the process, work standards (do you serve customers well,...), product quality (is the drink mixed according to the recipe, is it delicious?...) | 1 |
Drink making | Skilled in making delicious and beautiful drinks, guaranteed Maintain hygiene during preparation, quickly prepare and master the use of machines in preparation. | 3 |
Serving, taking orders and cleaning up | Quick, friendly, flexible in service and Computer literate | 6 |
Page staff | Have computer skills Have skills to manage pages on the system Manage social media interactions well | 0 |
Pricing
Job
Skill | Number glide g | |
Page staff | Have computer skills Have skills to manage pages on the system Manage social media interactions well | 1 |
Order taking and serving staff | Good communication, knowledgeable about fashion Fashion consulting to suit customers Listen, proactively make friends with customers, regardless of customer Know how to encourage customers to try on clothes. Good looking. Able to model photos | 2 |
Good health, agile |