CONTENTS
INTRODUCTION………………………………………………………………..… 2
SPECIFIC DETAILS OF TARGET CUSTOMERS…………………………..…. 3
POSITIONING…………………………………………………………………..…. 5
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ADVERTISING STRATEGY………………………………………….………..….7
PROMOTION AND TARGETING……………………………………………..… 10
PROJECT SCHEDULING……………………………………………………........13
BUDGETING……………………………………………………………………..…15
EVALUATION……………………………………………………………………...15
REFERENCE………………………………………………………………………17
INTRODUCTION
Vegetarians are a diverse group of people of all ages, who come from all over the UK -- from every walk of life imaginable. Vegetarianism is more popular than ever before and it is continuing to grow at an astonishing rate. In fact, during the last ten years the number of vegetarians in the UK has more than doubled. There are currently about 4 million vegetarians in the UK, representing some 7% of the population. Amongst younger people, that figure rises to 12%. It is estimated that a remarkable 41 % of people in the UK are now including far less meat in their diet. In the UK alone, approximately five thousand people each week are choosing to give meat a miss and join the veggie revolution. If such trends were to continue, it is estimated that by the year 2030 everyone in the UK will be a vegetarian. (1, http://www.vegsoc.org/news/2000/21cv/introduction.html) .That’s just an estimation, we still can see great market potential in the vegetarian area. Therefore, we will launch a new fast food concept—vegetarian fast food shop, which not only satisfies the trend that people desire a healthy living, but also captures the market opportunity to serve the fast growing group-- the vegetarians. And compare with the traditional fast food, the low fat, environment f ...