2117 Hotel Wedding Marketing Planning Scheme
With the change of people's consumption concept and the increasing emphasis on wedding banquet, the wedding banquet has become one of the important contents of hotel catering business. Below I have prepared a marketing planning scheme for wedding banquet for your reference!
I. Overview of tasks
The hotel is located in the famous Hongqiao senior commercial and residential area in AA, 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.
second, market analysis
according to incomplete statistics, at present, 31% of the catering business of AA-star hotels comes from wedding banquets. The hotel is attractive to wedding guests, which mainly has the following advantages:
(1) The hotel has an elegant environment. Style enough? , on the 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 AA-star hotels, the wedding banquet in Garden Hotel starts at RMB 1,888 per table, which is different from ordinary hotel wedding banquets.
III. Overview 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 AA West District, 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 AA's most important senior residential areas and foreign residential centers, 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 the largest garden in the AA business hotel, which is as natural, quiet and pleasant as a forest, with hundreds of kinds of flowers, so the garden is specially decorated. 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 AA dishes. 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 comprehensive department of the hotel is the comprehensive department with the best facilities and the most complete 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. The lowest price for each banquet is: 1588+15% service charge.
V. Competitors
The main competitor of this target market is the Garden Hotel? Garden wedding? . The theme of Garden Hotel is: The splendid wedding banquet is in the garden. Hold four wedding reception conferences a year, and ask the relevant wedding reception companies to help show the wedding reception simulation program.
1, main products:
1)1888 yuan/table
2)2881 yuan/table
3)3281 yuan/table
2, main enjoyment items:
1) exquisite menu per table
2) exquisite flowers at the main table
. 2 free parking tickets on the night of the wedding banquet
3. Wedding program planning
1) Providing red carpet, stereo, music and lighting
2) Providing ancillary goods services for the wedding banquet
4. Anyone who patronizes more than 8 tables can enjoy:
1) 1 honeymoon standard rooms on the wedding night
2) Breakfast in Rose Restaurant for the couple the next day
3. There are 1 pots of flowers in the new house
4) 1 Kabei art paintings made by the bride holding flowers
5. Anyone who patronizes more than 12 tables can enjoy:
1) 1 honeymoon standard rooms on the wedding night
2) breakfast in the rose restaurant for the couple the next day
3) 1 pots of flowers in the new house
4) Kabei art paintings made by the bride holding flowers are huge
. Newcomers are happy at midnight
6) The day after their wedding, the hotel will send the newlyweds by car
6. Anyone who patronizes more than 21 tables can enjoy:
1) 1 standard rooms for honeymoon on the night of their wedding
2) Breakfast in the Rose Restaurant the next day for the newlyweds
3) Four pots of flowers in the new house
4) 1 Kabei art paintings made by the bride holding flowers
5). The day after the wedding, the hotel will send the newlyweds by car (only in the urban area)
7) Two weekend buffet coupons for Rose Restaurant
VI. Product mix scheme for wedding banquet
According to the above analysis, the hotel should make use of its unique resource advantages to design products that competitors can't imitate, and it is possible to win.
(1) Wedding Forms
1. Chinese and Western wedding ceremonies
On the beautiful garden lawn, the sun is shining and birds are frolicking? The band is playing cheerful music, the hostess and Mr. Wang are dressed in Chinese (or western) costumes, and welcome new people according to Chinese (or western) procedures? The green lawn, purplish carpet and professional service make you feel unique and warm love, and the pure gauze skirt flutters in the romantic breeze on the lawn. 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 buffet tea (from Lingren 211 yuan) AA Beach's only outdoor lawn restaurant, which 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 in the wedding banquet (limited to 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 love of Eden
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 and famous stars.
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 21XX)
2) Plan the wedding banquet of the stars (May 21XX)
3) Invite white-collar workers in Shanghai to attend the garden party of the hotel (June 21XX)
2. Deepen the impression of Longbai wedding banquet products.
1) TV station intensive advertising (31 seconds every day for one month in September of 21XX)
2) and TV station? Love holds hands? Column co-organized a program in the hotel garden
3, reminding customers to start advertising once a month and image promotion activities once a quarter
21XX years.
(2) media strategy
1. AA Bride magazine
This magazine is aimed at young people who are going to get married in AA, and it is highly targeted. Advertise for 21XX 5 years-21XX 5 years.
content: the image of the wedding banquet, the wedding banquet products of the hotel, and an exclusive interview with the newlyweds at the hotel
expenses: RMB 37,811
2. That? Shanghai and Shanghai talk
are two publications aimed at foreigners and white-collar workers in Shanghai, and these readers are important guests of hotel wedding banquets. Their yearning for romantic wedding banquets and spending power determine that they will be interested in watching Longbai's wedding advertisements during their leisure time. Advertise all year round.
Content: XX's wedding image, perfect fitness facilities and natural beauty
Budget: RMB 53 111
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 products
cost budget: RMB 71,111;