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Team2-Week14
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經由問卷調查結果分析市場的需求,我們將為85度C設計可帶來獲利契機的行銷企劃,而此行銷企畫為會員卡設計,因此此份報告說明設計會員卡之原因及考量,並簡述會員卡片之基本設計及基礎規劃。
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咖啡產業 組別:第二組 指導老師:王一帆
老師 組員: 9935016 邢閔皓 9935017 黃柏翔 9935024 崔柏瑞
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400 億 450
億 台灣咖啡市場
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行銷計畫
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Editor's Notes
根據台灣咖啡協會資料顯示,目前台灣咖啡市場一年至少有 135 億元營業額,而國人每人每年平均喝 80 杯咖啡,相較於日本的 200 多杯、歐美地區的 300 多杯、芬蘭的 1202 杯,台灣的市場仍然擁有龐大的成長空間。 台灣咖啡市場擁有 400 億的商機,以及約 450 億的烘培商機。 因此促使其他性質的廠商進入咖啡市場 像是便利商店 還有特色咖啡廳
1. 市場區隔:以地理細分來看, 85 度 C 都是在人潮密集處設點,但比較需要注意的是,同樣都是選在人潮密集處, 85 度 C 會盡量避免與星巴克對壘 ( 在台 ) ,以心理細分來看,主要是針對價格取向的消費者做為主要的對象,因此對象就相當多了,像是收入較少的學生到對金錢花費較為注重的家庭主婦等等,尤其是 35-44 歲,波仕特線上市調網調查出 40% 以上在這年齡層的顧客對 85 度 C 有相當高的滿意度。另外 85 度 C 的對象鎖定時間較不充裕的消費者,主打外帶做為區隔。 2. 目標市場:咖啡連鎖市場和產品的同質性很高,代表目標市場是差不多的,服務的差異只有價格較便宜。 3. 市場定位:由五星級主廚操刀製造價格平宜的烘培蛋糕,並強調不賣放置超過 24 小時的食品講求新鮮,讓消費者對 85 度 C 的產品有便又大碗的印象,另外還有開設 24 小時營業的店面 (174 間 ) ,增加消費者的便利性。 http://www.85cafe.com/html-c/store-masterlist-north-24.htm p.s. 直營 40 家,表示 24 小時店面並非僅直營才有。 www.cepd.gov.tw/dn.aspx?uid=8873
卡片系統:萬鑌科技 萬鑌科技簡介: http://www.disonic.com.tw/index.htm 提供晶片卡服務企業,從紅利卡、儲值卡的提供,到系統支援的服務一並俱全,且具有多項專利與通過亞洲安全資倉儲的認證,目前的使用客戶包含各大金融業 ( 如台灣銀行、第一銀行、郵局 ) 、台北 101 、生活工場以及星巴克等。 卡面設計:可針對性別、年齡層進行不一樣的款式設計 卡片功能:以儲值、紅利、消費次數為主,以提供會員折價及兌換的服務 推廣方式:期初辦卡即贈送小禮物,以類似來店禮的效果增加消費者辦卡意願,而小禮物可以是點心、蛋糕、飲品或是各種周邊小物。
( 以類似集點門檻的方式累積紅利 )
短期:藉由行銷手段 ( 隨行卡 ) 將可增加 單筆消費金額 女性消費者偏好 消費者消費次數 長期:持續強化基本面 (15~20) ,以強化 消費者第一印象 消費者消費意願