Nowadays, college students all over the world have also become a big consumer group in society, and all kinds of consumers and businessmen are also eyeing this fat meat. However, universities have their own special circumstances. If you want to gain a foothold here, not only the goods should meet the students' tastes, but also the school environment. Besides, we should pay attention to students, who are a special group. We should understand their characteristics and put forward a marketing plan suitable for them according to their characteristics. 1. capital investment: the initial investment accounts for 60% of the total capital, including the business contract and other related documents required by the bar, the scale and decoration degree of the bar, the facilities, lighting, acoustics and all electrical appliances required by the bar. The remaining 40% is used as reserve funds for the normal operation of the bar. 2. Required business procedures: obtain liquor business license, business license and relevant certificates through fire control, culture, industry and commerce, health, public security and taxation departments. Use normal procedures to make the bar run normally. Third, bar marketing mainly includes internal labeling and printing of important notices, wine lists, and introduction of promotional varieties. It's best to ask some students who work part-time to help promote it, because it's easier for students and partners to understand each other and it's more conducive to publicity; The mood of the service staff and the atmosphere of the bar; Color, fragrance, taste, etc. Drinks and food. Nine principles of bar service: 1, smile. When the guests arrive, take the initiative to say hello and greet them with a smile. Regular customers can call them by their first names, and call them "classmates" and "teachers" to make them feel cordial. Students are very pure, and friendly address will bring unexpected gains. 2. Take the initiative to leave. After serving drinks to customers and asking if there are other needs, you should leave the vicinity of the guests immediately, so as not to make them mistakenly think that you are eavesdropping on their conversation. Don't interrupt unless the guests talk to you directly, especially when boys and girls are drinking together. 3. Ladies first. Pay attention to the principle of "ladies first", but don't ignore other guests or even cause misunderstanding. Keeping women first may attract more students to visit. 4. The guest is always right. Treat guests' comments and complaints about the bar seriously and politely. 5. Answer softly. When answering the guest's questions, you should avoid speaking too loudly, keep an appropriate volume and be natural and amiable. 6. Make guests feel at ease and comfortable. Pouring and mixing wine should be carried out within the sight of the guests as much as possible, so that the guests can experience the service skills and feel at ease about the hygiene and quantity of the drinks. 7. Remember the brand. Keep in mind the brands, prices and other characteristics of all drinks in the bar, and try to remember the brands and preferences that regular customers like. 8. Be careful what you say. When guests start talking, avoid talking about topics that are easy to cause differences, such as study, religion, beliefs, etc. Never talk about other people's right and wrong. 9. Don't make customers feel impatient. Don't be impatient with the guest's words, expressions and actions. Bars can recruit some students as part-time waiters, which is more conducive to promoting the publicity and popularity of the hotel, so that students can get along more harmoniously, with less constraints and better communication. Fourth, display is also a means of internal marketing. Exhibits can be placed in the display cabinets of bars, in the glass windows facing the street, on the tables in front of bars and restaurants, and in all decorative corners of rooms. The existence of exhibition art is undoubtedly a silent temptation to guests and also plays a very good role in promoting sales. The bar display set up by the school should have cultural connotation and the flavor of the times. The storefront can be divided into two parts: one part can put something with cultural connotation on the main line of culture, some calligraphy and painting can be placed, pen and ink can be provided for students to write something at will, and there is a message book, which can be anonymous and pseudonym, which is more convenient for students to communicate and attract more business. In the second part, you can put some popular things. If music is popular, you can put some posters of popular figures and sports stars, so that some fashionable students can find their own paradise. It is very important to design a menu to assist wine sales, but no matter what form the menu is, you can attach some information about wine sales to it. Because the menu is actually an advertisement in the kitchen, everyone who enters the restaurant should read it, but not everyone necessarily wants to see the wine list. The easiest way is to attach a small box to the menu, which lists the names and prices of several wines and adds an invitation: "Would you like to see our wine list?" The best position is in the middle of a page, preferably in front of the main menu. Another way is to clip a piece of paper with a paper clip and label it with several kinds of wines or special wines, such as red wine and white wine once a week, or selected good wines priced by the cup. These two methods are very effective for those restaurants whose main drink is wine. In this way, only one or two wines can be emphasized, and the contents must include the following three aspects: (1) what kind of wine is this, (2) why customers like it, and (3) its price. In luxurious restaurants, the menu is very particular, and the main course often has some special names with simple explanations. At the bottom of the description, there is usually a line of advice to recommend some wine to customers to go with this dish, so as to simplify the procedure of ordering wine. We can be more casual with our students at school and don't need to consider too much formality. Students are cheerful and easy to understand each other. Students pursue leisure things, not old-fashioned forms. 6. Wine list promotion (1) The wines on the wine list should be classified for customers to check and choose. If most customers are unfamiliar with wine, instructions should be attached before each category or subcategory to help customers choose the wine they need. (2) Prepare several different wine lists. Restaurants with multiple wine inventories usually have two different wine lists, one is the ordinary wine list and the other is the "VIP wine list". The former is placed on every table, and the cooking time is usually left there. The latter is only displayed when the customer requests it, or the wine he wants can't be found on the general wine list. (3) Pay attention to spelling mistakes. Be careful not to misspell the name of the wine and the name of the winery, and don't make a mistake in the classification of the wine. Before printing, you should proofread carefully to avoid future customers' questions. Try to attract customers' attention to several special wines to stimulate consumption. The most commonly used method is to select several wines from the existing wine list to strengthen publicity. However, improving customers' awareness of wine is a long-term solution. Seven, good wine is priced by the cup. It has become a popular way of selling wine with two to six different prices by the glass. It can not only attract customers to try new wine, but also adapt to the current demand for moderate drinking. Because most students don't drink much, pricing by the cup is more suitable for students' consumption habits. Eight, once a week or once a month, these special wines, like wines priced by the glass, can attract customers to try new wines on the wine list and promote some good wines that don't sell well. Most students patronize on weekends, and drinking once a month every Monday is also in line with their consumption habits. Nine. Promotion of Bar Activities Bar promotion is the primary part of bar marketing, and the following principles should be followed: novelty: Bar activities can usually arouse people's interests and hobbies, and it is best to spread media interests and attract guests. Participation: The activities held by the bar should attract guests as much as possible and increase their interest. (1) Festival is a good opportunity for bar marketing. Festival activities should be based on festivals and highlight the festive atmosphere. In order to attract the needs of many fashion guests such as freshness and novelty. In particular, students like holidays, and both Chinese and western holidays can engage in activities. Students are exposed to new things, learn about Chinese and western cultures, and get used to family days that combine Chinese and western cultures. You must catch this when you open a bar. (2) When guests spend money in the bar, they will be given new drinks or snacks for free to stimulate their consumption. Or in order to encourage guests to spend more, give a free drink to guests who consume a lot of drinks to stimulate other guests to spend. The bar uses the way of giving small gifts to each customer to connect feelings. A napkin, a stirring stick, a ballpoint pen, a matchbox with the address and telephone number of the bar, a lighter and a small handkerchief can all be given to customers as small gifts, which can play a very good role. Bars give customers discount cards, and customers can enjoy preferential prices with the cards. This is essentially a way to make profits. (3) When holding a coupon or VIP card for a specific activity or new product promotion, you can send the coupon or VIP card to the guests in advance through a certain form, and you can get a certain discount by holding the coupon or using the card. This form should limit the guests to a specific range. Coupons or VIP cards are for customers who frequent this bar. As long as customers show this card, they can enjoy the discount given in the card and attract customers to patronize many times. (4) Discounts and concessions are mainly used for guests to spend in the off-season of business, or to encourage guests to reach a certain consumption quota or consumption times. This form will make consumers get direct benefits when buying, so it is very attractive. (V) Award-winning sales This is a kind of promotional activity in the form of lottery. It is more effective than coupons to stimulate guests' short-term purchase behavior by setting different rewards. Take the initiative to find a suitable reason for the discount and give the customer a face. The customer's small profits can satisfy you, and he will probably come again, but it is the bar that makes big money. (6) Live performance in the bar, showing some properties and features of drinks, attracting guests and increasing consumption. The demonstration performance gives the guests a dynamic sense of reality and the effect is remarkable. (7) Tickets include drinks. Many bars often include free drinks in the ticket price to encourage guests to patronize the bar. (8) The minimum consumption includes drinks. Several high-end bars and boxes often have the lowest consumption. Minimum consumption mainly means that the consumption of drinks in bars must meet the most basic standards. (IX) Supporting sales In order to increase the consumption of drinks, bars often take supporting services in a series of bar activities such as drinking, entertainment and playing. For example, some bars include Bra OK in the price of drinks or drinks in some entertainment programs. These are more in line with students' consumption psychology. (10) Time Promotion Most bars are limited by time in operation. In order to improve the equipment utilization rate and income during non-business hours, bars often take discounts on the price of drinks, venue fees and the minimum consumption of boxes. Ten, the wine bottle is listed and promoted. For the guests who come, you can hang a sign with "your name" on the bottles he has tasted or left, and then display the bottles in the wine cabinet. Noble wine and the identity of the guests set each other off. When guests come again, they are likely to bring friends to "revisit the old place" and "drink old bottles again". This is one of the best ways to make full use of the show-off psychology of guests to achieve sales promotion. The more famous wines are displayed, the more famous the bar is. This is more attractive to students. Maybe they visited the bar many times without being seen by some people. This is not a good plan to attract gold. There are newspapers, magazines and books in the knowledge service bar. , so that guests can read, or broadcast foreign language news, English conversation and other programs, or decorate the bar into a bar similar to a library. Students are all tasteful people, and books and newspapers can attract their attention more. Twelve, free goods Jian bar to launch a new variety, in order to let customers have a faster understanding of it, one of the most effective ways is to give customers free goods Jian' customers will be happy to find the advantages of the product without spending money. I am also willing to promote your products for free. Thirteen. Brochure The main purpose of designing and making brochures is to provide customers with information about bar facilities and wine service. A brochure should generally include the following contents: l hotel bar name and related identification symbols; 2 introduction; 3 address; Point out the traffic route map, 5 telephone numbers, 6 which department or who the customer should contact if he needs more information. There are many means and methods of marketing. In addition to daily external marketing and internal marketing, we should also seize the opportunity to carry out some special promotional activities in a planned and timely manner on holidays and every special day. For example, a "Summer Ice Cream Festival" can be held in August. During the period, students are half-price, and each child can bring an adult. Similarly; Implement preferential policies. In addition, it should be pointed out that the special promotion is not necessarily a discount or a gift, as long as it is something different. In short, don't miss the obvious promotion opportunities. Every legal holiday, people come down from their busy work and expect a thorough relaxation and rest. This is our opportunity. Special promotions on holidays are well done, and sometimes the turnover of one day will exceed the usual week. Now, some bars and leisure places are competing to launch "Happy Hour" promotion activities, in order to provide some products and services at special prices during the slack business period, thus increasing service income, enhancing popularity and promoting popularity. For example, between 3 pm and 5 pm, the strategy of buy one get one free is implemented, no matter which product you buy, you can give away several identical products at the same time. There are many examples of this kind of promotion, and one principle must not be forgotten: never make any loss-making promotion. It should also be emphasized that effective promotion cannot be intermittent, but must be regular, solid and continuous repetition. Only in this way can we achieve the effect of snowballing.