满堂红餐饮辽宁地区品牌形象提升策划方案
关键词：品牌提升；营销策略策划；粗粮细做；粗粮文化；
SummaryThe object of the case what we planned is Dalian Mantanghong Chain RestaurantManagement,mainly for Mantanghong brand image promotion planning andmarketing planning.We carefully studied the strength of Mantanghong Chain Restaurant ManagementEnterprise ,and then decided marketing communications would be carried on inLiaoning. First, we have analyzed the marketing environment of Mantanghong ChainRestaurant Management. After figuring out the potential target consumer groupsand Mantanghong brand status,we further identified the brand positioning, to seize thedemand for nutrition, health, delicacy in nature, we repositioned brand - Processingworkshop which.refines the health of the people.Considering the need of branddevelopment and product upgrading , we designed a new logo and a unified corporateidentity system; we present a unique selling point of the product for the MantanghongChain Restaurant Management. We try to make Mantanghong the symbol of "coarsegrains doing fine"in the catering industry.We developed a marketing plan for Mantanghong lasting a whole year.Aboutproducts, in order to change the disadvantage that the form of original product isrelatively single,we put forward the product portfolio to abundant consumer’s choiceof products;On the pricing, we take the moderate pricing strategy, and there will be agreater discount; On the point of promotion channels, we focus on perfecting relevantdetails of franchise management and promotion; In terms of promotion,we would takeadvantage of new media to promote sales promotion.In order to enhance the brand image,we planed the Food Festival, throughgourmet feast, by uniting the culture into the food, to convey an idea of eating morehealthy with more whole grains, so Mantanghong brand would win support among thepeople.Through the above brand planning and marketing planning,the awareness andreputation of Mantanghong would be vigorously improved.By improvingMantanghong image,let the consumer clearly know its brand image andvalue;Meanwhile, product sales and market share would be increased.Finally, throughthe development for a year, Mantanghong gradually expaned to liaoning province inthe centre of dalian.
上一篇：顺丰速运品牌定位及提升策略