英文计划书完整版-

Planning Book for a female Bar

Creative director

1, Theme

Modern city female has psychological pressure widely. In today's society

competition pressure is big, and a woman has to face stress from family, work and

workplace and to face cold violent pressure even self assessment pressure. Different

mental pressure stacks together. However, many modern city females often ignore

their psychological and emotional needs. According to statistics, the possibility of

contemporary female having depression and mental anxiety is twice higher than male.

Therefore, vast urban women really need a special place to alleviate and treat the

pressure and the depression inside. This bar is defined as a leisure woman bar,

servicing for the female and aiming to provide a warm place to relax for urban women

and create a female compatriot home. The bar's name is Athena, standing for courage,

wisdom and being free from love's fetter.

2, Location Choice

Because most masses of urban women always live in a noisy working

environment , so choosing the bar's position must adhere the principle of questing

quiet , on the other hand must ensure the daily consumers, therefore the bar could be

in suburbs which are quiet and not too far from the downtown, such as top-grade

residential areas in suburbs. But, the area need not too big, focusing on the sweet and

comfortable. A two -floor building and each layer is around fifty square meters.

3, Decoration

The general principle for the bar's decoration is concise but not simple. The

leisure bars, are usually treated as teahouses too, which are places for guests relaxing

spirit and raising a gender. These places are mainly satisfy the guests who want to

relax, meet talk and date, so seats must be very comfortable, lamplight must be downy

and audio volume must be small. In a word the environment must be sweet elegance.

In addition to other drinks, soft drinks are mainly supplied, and coffee is an important

one. The decoration need not too complex, but to give guests a kind of relaxed feeling,

at the same time should pay attention to elegance to satisfy the aesthetic requirements

of urban women. As the bar's name is Athena, so it can be decorated with ancient

Greek and Roman style, but also retain modern feature and not down to the trend. For

example, we can design a white door, engraved with Athena like and two pillars in

every side. Indoor design should insist on bright color department and lamplight is

downy, giving guests a kind of lively and cordial feeling, and can't dim like ordinary

bar, letting people feel vertiginous. For example, we can use desk and chair with

white department and place long desks to facilitate customers' communication. What's

more, we use gentle color for walls, hanging some international famous women's

portraits and introducing their deeds to stimulate the customers. We can use ecru

wood for the bar stage which is better classic and clear at a glance, making sure the

stage is long enough for customers sitting down and talking. Showcases do not need

too big and wine and beverage need not too much. On the first layer, there must have

enough space for customer taking various activities which cannot be too intense, such

as singing, games, and simple dance. At a corner, we can design a small-sized stage,

with a karaoke, providing for the customers' singing or speeches. The second floor

mainly used for chatting. We can design four small rooms parted by wooden grid.

People can talk with each other sitting on the sofa or just sitting on the floor. Every

room has different names which are respectively named with four goddesses in

ancient Greek and Roman mythology. Hera Juno who is the protector of marriage and

takes care of married women specially. Aphrodite Venus, she is in charge of love,

desire and beauty. Nike Victory who is victory goddess. Nemesis who is revenge

goddess and her mission is to help others to revenge and purpose justice.

4, Music

On the first layer, we can mainly play some suitable pop music for female, and on

the second floor we play some soothing light music primarily. We also can change the

music according to most customers' requirements, or allow customers to take music to

play after selecting.

5, Theme Activities

Within a week, we have fixed but different activities for interacting with guests

every day or provide different topics to discuss with customers. For example, Monday

customers to introduce themselves. Everybody can make some new friends on this

day. Tuesday

share with everyone, or if customers have any difficulty or trouble, they can speak

together out for advice. Wednesday

on this night, customers choose songs which are suit their mood and sing out their

feeling. Thursday

one day people can have a rest.

Everyone's heart may be a little impetuous, so on

this day, we can call for people to thank for life, finding nice things in life and

waiting for the arrival of the weekend patiently. Friday

tomorrow is resting day, people can thoroughly in tonight let themselves relax and do

what they always wanted to do but didn't do, such as calling someone they always

missed but never contact , or saying sorry frankly to others, etc. Saturday

activities

do .During the customer free activities time, staffs

communicate with customers and

collect the customers'

opinions and suggestion to the bar.

Sunday

famous female (candidates are acceptable for customers' suggestion) deeds, giving

customers some revelation and letting them meet next Monday confidently (fees

restricted within rmb300 per time).

6, Staffs

The waiters (except the shopkeepers) are all men with strict requirements for

their height and appearance. We had better establish a specialized customer contact

book for communication and satisfaction survey. In principle, customers are not

allowed to take drinks and food and we don't provide dinners, mainly providing tea

and cakes, etc.

Marketing manager

Bars and pubs are not very widespread in Jinan

。

And most of those bar just want

their visitors be more and more .And inevitably among so many boys there were low

types too, snakes mixed up with dragons. They fail to appeal to women and families

and are usually staffed by workers who have received little or no training and are not

paid enough to care whether the consumers have had a good time.

1

，

Price Positioning

：

Midrange price position: the new group sales for groups

，

2

，

Place

In culture east road

，

a place that young, trendy and vibrant

。

The idea is to

attract a generation of confident, independent and optimistic women.

3, Products

ⅰ

, Beverages

ⅱ

, Snacks .Has diversification of food choices, especially the wide variety of snacks

in Jinan

ⅲ

, Entertainment .Choose light pop music .Loud music with a strong beat is going

out of fashion, and sweeter, softer music is becoming popular

。

invite Bands mostly

made up of students

。

ⅳ

, Maintains good cooperation relations with the most well-known clothes brands

and college girls

，

hold models Competition or fashion show.

4, Promotion

ⅰ

, External marketing:

Music channel automobile channel

Bus-stop board ad

On- line ad .CPC (Cost per Click or Cost per Thousand Click

–

Through)

Provide

Commercial

sponsorship

for

literary

parties

and

the

cultural

activities of university students, singing contests for example.

ⅱ

, Internal marketing:

Internal marketing mainly includes the special markers

，

important circulars, wine

list, and introductions of selling varieties; staff's personal marketing; designation and

lighting; service mood and atmosphere of the bar; the color, smell, taste of the drinks

and foods ,etc.

Internal marketing begins when the consumer just comes into the bar. How to let

her stay and to consume with self- initiatives is the most important for internal

marketing. The waitress’s beautiful appearance, lovely smile, warm and friendly

service

，

and kind regards are essential for retaining customers. Meanwhile, the

environment and atmosphere of the bar affect the gusts a lot. After the guests into the

bar, effective marketing tools and leading words of the staff could determine the

number of their spending. When the guests leave the bar, waitress should present a

miniature of wine list ,a handkerchief ,or a package of tissue to the guests. Of

course ,these freebies are all

with the address and telephone number of the bar on

them ,to make a memorial and welcome the gust to come next time

，

bringing with her

friends . We can also cooperate with the most popular cosmetics department t of Jinan,

and present cosmetics sample to our consumers.

⑴

Display is also a means of internal marketing. exhibitions can be placed in

the bar cabinet and the glass windows facing onto

the street

，

on the table besides

the entrance

，

and every corners can be decorated. Exhibit art is undoubtedly of a

silent temptation to females, which have a positive effect on their consuming behavior.