# Planning # Introduction Marketing planning scheme is one of the most common planning books, and a good marketing planning book will receive extraordinary marketing effects. The following is the marketing planning scheme of hotel wedding banquet, welcome to read!
The marketing planning scheme of the hotel wedding banquet I
I. Overview of tasks
The hotel is located in Shanghai's Hongqiao senior commercial and residential district, with business guests and conference guests as its main target market. In the forest-like gardens and standard tennis courts, you can see the guests taking a leisurely walk and exercising, and the quietness is full of vitality. In order to make full use of the existing resources of the hotel and further expand the business market, it is planned to develop wedding banquet combination products. The demand of the wedding banquet market is enough to become another hot business spot of the hotel, which is expected to bring 15% sales revenue to the hotel.
II. Market Analysis
According to incomplete statistics, at present, 31% of the turnover of Shanghai hotel catering business comes from wedding banquets. The hotel is attractive to wedding guests, which mainly has the following advantages:
(1) The hotel environment is elegant, "stylish enough" and high-grade;
(2) There are guest rooms for guests to make new homes;
(3) There are many supporting services, which saves the energy of the guests.
New people's attitude towards weddings and wedding banquets is that marriage is a lifelong event and should be grand, but they don't want to spend too much energy on it. Obviously, most hotels have met the needs of the wedding banquet market. Most wedding banquets, which account for 31% of the hotel's catering revenue, cost more than 1,111 yuan. If the wedding banquet planning is more emotional, richer in content and more thoughtful in service, I believe some guests are willing to buy more valuable products at higher prices. Among the Shanghai hotels, the wedding banquet in Garden Hotel starts at RMB 1,888 per table, which is different from ordinary hotel wedding banquets.
III. General situation of hotel environment, facilities and service projects
1. Geographical environment of the hotel
The hotel is located in the middle section of Hongqiao Road, which is an important passage in the western district of Shanghai, and is surrounded by high-level trade shows, commercial and residential places such as World Trade Center, International Trade Center, International Exhibition Center and Friendship Mall. In addition, it also takes the most important senior residential areas and foreign residential centers in Shanghai, such as Gubei New District, Longbai Garden, Jinjiang Jingwei and Huangchao Villa.
2. Advantages of the hotel's service facilities
The area of the hotel is incomparable to that of any other competitors. It has a garden in Shanghai Business Hotel, which is as natural, quiet and pleasant as a forest, with hundreds of kinds of flowers, so the garden is dressed up to be particularly charming. There are several lakes in the park. You can enjoy the reflection or fishing beside her. Occasionally, when you are not careful, a bird will come and talk to you. There is a feeling of a paradise here.
the hotel rooms are hidden in the Woods. There are TV, mini-bar, telephone, TV channels in seven languages and instant flight information channels synchronized with the airport, and you can enjoy free newspaper delivery, shoeshine and other services.
3. Hotel services
1) The banquet hall of Four Seasons Hall can accommodate 251 people at the same time and serve Chinese dishes. Business hours are from 11 am to 11 pm.
2) The lobby is luxuriously decorated and can accommodate 111 people. Business hours are from 11: 11 to 24: 11.
3) The Lotus Hall is a la carte hall with 151 tea seats, mainly engaged in Shanghai cuisine. Business hours are from 7: 11 to 24: 11.
4) The Sassoon Garden Restaurant is a western restaurant, with a German chef in charge. Business hours are from 7: 11 to 24: 11.
5) The hotel also provides outdoor barbecues for nearly 1,111 people to hold outdoor cold dinners.
The hotel's comprehensive department has the most complete facilities and projects in Shanghai, with outdoor standard tennis courts, indoor standard swimming pools, squash, billiards, bowling, gyms and other fitness and entertainment projects.
Fourth, the target customers of the wedding banquet
The main tourist markets of the hotel come from foreign staff, celebrities, foreign-funded trading companies, banks and securities institutions, etc. These guests are of high level, spend a lot of money, demand high quality of hotel products and services, and are picky about the environment, so the level of wedding guests should be higher. According to the characteristics of the hotel, it is possible to target the white-collar workers with a monthly income of more than 3,111 yuan by designing a unique wedding package price. 1588+15% service charge for each banquet.
5. competitors
slightly
6. wedding banquet product mix scheme
according to the above analysis, hotels should make use of unique resource advantages to design products that competitors do not have and cannot imitate, and it is possible to win.
(1) Wedding Form
1. Chinese and Western Wedding Ceremony
On the beautiful garden lawn, the sun is shining and birds are frolicking ... The band is playing cheerful music, the hostess and the gentleman are dressed in Chinese (or Western) costumes, and welcome new people according to Chinese (or Western) procedures ... green lawn, bright red carpet, professional service, Let new people remember this flower, this day, this atmosphere and this day. The hotel provides a hostess, a gentleman and an experienced master of ceremonies to invite the band. )
2. Fireworks party (the price depends on the size of the wedding banquet)
When the banquet is over, the stars are shining in the night, and the festive fireworks are colorful in the air in the garden with little lights. People hold the couple, and such a scene makes the wedding banquet come to a climax. The hotel is located outside the inner ring road, allowing fireworks, which is a favorable condition. )
3. Romantic knot ceremony
In the garden, there are many tall trees, and new people can hang their beloved things on them. All shall be well that ends well, and the firmness and eternity of love will stay here with one heart. (The hotel provides a well-designed lifting platform)
4. Water wedding (the price depends on the size of the wedding banquet)
The indoor swimming pool of the hotel is spacious and magnificent, with a stage on the blue water waves and a red carpet. The wedding ceremony was held here. Blue is eternal, and love is blue. (Hotel layout)
5. Spend a full moon banquet
Classic European-style garden self-help tea (from Lingren 211 yuan) The outdoor grass restaurant on the beach makes the most beautiful season in life last forever with sincere poems.
(2) Wedding product mix
1, Dragon and Phoenix Chengxiang Banquet (1588+15% service charge per seat)
Anyone who patronizes more than 11 seats will be given:
(1) One night honeymoon room (or one night deluxe executive room to make up the difference in 88 yuan);
(2) One exquisite flower basket and one fresh fruit basket in the guest room;
(3) Two European buffet morning teas in Sassoon Garden Western Restaurant the next day
(4) Sprite, Coke and Tsingtao beer at the wedding banquet (2 hours);
(5) provide the arrangement of flowers at the main table;
(6) provide audio equipment;
(7) provide a bus to pick up guests (within 31 kilometers);
(8) Provide parking spaces for guests.
2. Rose for two (1888+15% service charge per seat)
Anyone who patronizes more than 11 seats will be added or upgraded to:
(9) in item 1, the honeymoon room will be upgraded to Qinhua executive room;
(11) Item 3 is upgraded to breakfast delivery service the next day;
(11) provide a grand wedding ceremony (depending on the weather of the day);
(12) provide 1 welcome flower gates;
(13) provide champagne tower;
(14) The main table presented Zhang Yuda with 1 bottles of champagne;
(15) Give away 1 three-layer festive cakes;
(16) 1 guest signature books;
(17) hold a romantic knot ceremony (depending on the weather of the day);
(18) Making wedding VCD (video provided by the couple).
3. Luxury wedding banquet (2388+15% service charge for each seat)
If you patronize more than 11 seats, you will be added or upgraded to:
(19) honeymoon luxury executive room for two nights in Item 9;
(21) During the check-in, all items in the General Department (except beauty and massage) are open to newlyweds free of charge
(21) Two tubes of fresh orange juice are given to each table;
(22) The main table presents 1 vertical sculptures of dragons and phoenixes
(23) Each table presents 1 bottles of Dynasty dry red
(24) The main table presents 1 bottles of imported champagne
(25) Presents 1 natural exquisite flowers.
4. Valuable concentric banquet (2888+15% service charge for each seat)
For those who patronize more than 11 seats, on the basis of receiving L ~ 25 items, they will be added or upgraded as follows:
(26) In item 9, the honeymoon luxury executive room will be upgraded to a luxury suite for two nights;
(27) Provide welcome drinks (Sprite, Coke, Jinbi mineral water and Tsingtao beer) for the wedding ceremony in the garden before the wedding reception;
(28) Give two bottles of Dynasty dry red to each table;
(29) Give tailor-made theme cartoons and hotel wedding room layout;
(31) Give away Longbai coupons with a value of 1,111 yuan.
VII. Advertising Planning
(I) Advertising Creativity and Strategy
Theme: XX-Your Garden of Love
Performance:
1. Emphasize the characteristics of forest gardens. The beauty of nature.
2. The garden villa is covered with a red carpet and rises to the depths of the green grass; This is a typical oriental color, which sets off a festive atmosphere.
3. The blue lake, the pavilion in Yuxuan and the curved bridge are leaking; Symbolizes the eternity of love.
4. weddings of white-collar workers, stars, etc.
5. The tree is hung with a knot souvenir.
6. Sunlight enters the wedding room from the window, and there is a fine breakfast on the table.
Strategy:
1. Let customers know about the wedding products of the hotel.
1) Various media advertise (starting from March, 2111)
2) Plan the wedding banquet of the stars (May, 2111)
3) Invite white-collar workers from Shanghai to attend the garden party of the hotel (June, 2111)
2. Deepen the impression of Longbai wedding banquet products.
1) TV station's intensive advertising (in September 2111, there were 31 seconds every day for one month)
2) Cooperate with TV station's "Love Hand in Hand" column to hold a program in the hotel garden
3. Remind customers
Start advertising once a month and image promotion activities once a quarter in 2121.
(2) media strategy
1. Shanghai Bride magazine
This magazine is aimed at young people who are going to get married in Shanghai, and it is highly targeted. Advertising for the whole year from May 2119 to May 2111.
content: the image of the hotel wedding banquet, the wedding banquet products of the hotel, and the exclusive interview of the newlyweds in the hotel
expenses: RMB37811
2, That's shang hai and Shanghai Talk
These two publications are aimed at foreigners and white-collar workers in Shanghai, and these readers are important guests of the hotel wedding banquet, and they yearn for the romantic wedding banquet. Advertise all year round.
Content: XX's wedding image, perfect fitness facilities and natural beauty
Budget: RMB53111
3. Jiang Shen Service Herald and News
These are two newspapers that most young people in Shanghai like, one is mainly for leisure and the other is mainly for economic information.
content: wedding banquet products
cost budget: RMB 71,111
Hotel wedding banquet marketing planning scheme Part II
I. Theme
Happy marriage is satisfied by God-sent wedding banquet in XX
II. Overall thinking
Give full play to the hotel's own advantages and innovative activity arrangements, and organize effective wedding banquets through a series of publicity planning and golden season in X. With the theme of marketing activities, XX Hotel has truly become an ideal hall for newlyweds' wedding banquets.
III. Activity time
XX month of XXXX to XX month of XXXX
IV. Activity content
1. Wedding audio facilities are provided free of charge for more than ten seats.
2. Two welcome signs in the lobby are provided free of charge for more than ten seats.
3. For more than ten seats, one creative silk flower Arch will be provided free of charge.
4. For more than ten seats, a festive banner outside the lobby will be provided free of charge.
5. Free painting of festive background in the banquet hall (including names of newcomers) for more than 15 seats.
6. A luxury wedding room is provided free of charge for more than 15 seats/night (including exquisite double breakfast the next day).
7. provide a beautiful table flower (flower) at the main table free of charge for more than 15 seats.
8. Those who book a wedding banquet of more than 688 yuan/seat (including 688 yuan/seat) up to 11 seats will receive a multi-layer wedding cake on the wedding day.
5. Wedding banquet package standard
1, centennial wedding banquet 688/ table (11 people)
2, golden jade wedding banquet 788/ table (11 people)
3, wedding banquet 888/ table (11 people)
4, dragon and phoenix wedding banquet 988/. Make the content of this activity into a publicity leaflet with picture descriptions
-newspaper folder
-distribution to downtown personnel
-cooperate with wedding photo studio or wedding company in a mutually beneficial way, and put the publicity leaflet in its store.
—— placed in all business offices of the hotel.
2. Elevator room POP/ lobby POP
Make the content of this activity into a poster and hang it in the elevator room of the hotel for the convenience of guests' understanding and promotion.
VII. Division of labor among departments
1. The marketing department is responsible for the publicity and production of this event.
2. The front office of the food and beverage department is responsible for specific operations and services, scene layout and other matters.
3. The catering kitchen is responsible for the verification of dishes and vegetable prices for this activity.
4. The General Office is responsible for organizing employees to distribute leaflets in downtown areas.
5. The housekeeping department is responsible for the preparation of the wedding room.
6. Other departments are familiar with the content of this activity and cooperate with the hotel to promote this activity.
VIII. Cost Budget
1. silk flower Arch: 2.35m * 2m =XXX Yuan (which can be used for a long time)
2. Ordinary spray painting: X Yuan/m2 *XX m2 =XXX Yuan (name paste, The whole can be reused)
3. Table flowers: 35 yuan *1 copies =35 yuan
4. Wedding room: deluxe single room XXX yuan/night
5. Cake: 181 yuan/copy
7. Publicity leaflet: X/ piece *XX pieces =XXX yuan
8.