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New product launch plan New product project promotion
New product launch plan for the catering industry, key points for new product launch, new product launch process, and project advancement.
Edited at 2023-11-28 11:09:24
New product launch plan New product project promotion
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- Outline
New product project promotion
Phase 4: Market/Store Testing
10.31
Confirm test store
A-level stores and above
4 stores
Choose one store in each district to test
Determine test cycle
21 days-November 20
Sales Goals/Standards
Criteria for test success or failure
sales estimate
Based on turnover and sales volume percentage
Gross profit (covers missing profit)
According to the gross profit balance between fried chicken and new products
Evaluate the relationship between sales volume and store gross profit/break-even point
Store execution (talking skills and promotion)
External testing plan
Planning material preparation
According to the test situation, gradually join the local promotion plan
Issues with demand and stocking quantities
customer research
online community
Members enter the store
Monitor sales data, process control
Inspection of job performance results and improvement plan
Waste monitoring and control
Competitive product research (market feedback on new products)
Daily summary/weekly summary/stage summary/summary
Stage 5: Summary
New product project project summary
?
Summary of all previous links
Goal achievement
1) Determine whether to go on the market based on external test results
2) After improvements based on the results (products, standards, processes, etc.)
problem found
Implementation issues
Directional strategy issues
deep problem
Find improvement ideas and improvement plans
The sixth stage: the product is officially launched
12.12
Whole roasted chicken launch plan
?
Please refer to the external testing plan for the specific process.
Online strategy (large range all at once / small range divided into regions)
Marketing strategy (activities)
Operations
Preparation for listing (human, financial and material goals setting)
Sales and tracking (online/promotion execution, observation of market reaction, target control)
Customer feedback collection
Track listing performance
Product launch planning
Promotion strategy
Early stage
Warm-up begins at the beginning of training
medium term
Make new packaging?
Belongs to the low-end brand of college fried chicken
Reservation Voucher-Word of Mouth
Ele.me promotion
Store material preparation
push to the ground
The third stage: training department training
Training summary report
?
training content
Standardization and work practices
Store promotion techniques
Training planning and execution
Training results inspection/assessment
Phase 2: Product R&D (developing and preparing products)
Product R&D Report
10.28
Product development
Ideas
whole chicken
Low investment cost
Leverage existing resources
Simple and easy to operate
Product differentiation
internal differentiation
external differentiation
Product positioning (quality and price) mid- to low-end
Raw material suppliers/product quality/price stability
cost profit analysis
Product technology and process
Storage conditions
Internal beta
Collect opinions
The finished product is smaller
Product packaging
R&D, training, planning
Estimated amount of waste
affect actual profits
product price
29.8 yuan/piece
Raw material prices and operating expenses
activity space
Differentiation
The first stage: preliminary research
Feasibility analysis report
Preliminary research 1-Discover market opportunities
Discover opportunities/threats; do you need to launch new products? When will it be released?
Competitive products, users, market share
Preliminary research 2-Propose product type/concept
Market research report
What's new? Product positioning (process, price)
Purpose
1. Develop low-end/low consumption level consumers
2. Retain the customer base of Star Fried Chicken (major premise)
Under the premise of not investing more costs, use existing resources to determine new product development ideas
School roast chicken
Braised chicken, steamed and fried
Braised chicken gift box
Don’t use products that are not on the market; use products that have been proven by the market to have a market