Marketing planning scheme of hotel activities 1 1. Analysis of market environment:
1. Problems in the operation of our store
(1) The target customer base is inaccurate and too narrow.
Generally speaking, the hotel industry in our city is generally in a bad operating condition. As long as there are too many hotels, the supply exceeds the demand, the operating methods are similar, there is no characteristic of their own, or the positioning is too high, which is difficult for consumers to accept. In addition, there are some problems in the service quality of some hotels, which affect consumers' confidence in hotel consumption.
There are also some problems in the operation of our store. Last year's business was not good, so we should reflect on the positioning of the target market. We should fully tap our own advantages and broaden the market. The unreasonable target market positioning of our hotel is the main reason for the poor benefit. Jinqiao District, where our store is located, is a district with low consumption level, and most residents are ordinary employees. Our shop mainly deals in Cantonese cuisine and seafood, and the price is relatively high, which is unacceptable to most residents. But the hardware level and service quality of our store are superior in this respect. We have always positioned the hotel in the middle and high end of the market, facing the middle and high end consumer groups, which is not attractive to the residents in this area.
(2) the news propaganda is not strong enough, which causes a great sensation in the market and the market awareness is small.
Although our store belongs to X Jie Group (X Jie Group is a well-known enterprise in our city), the society doesn't know much about our store. When our store opened, we never advertised except for short-term news propaganda, which led to the low popularity of our hotel.
2. Analysis of the surrounding environment
Although the overall consumption level in our district is not high, the location of our store is very distinctive. Our shop is located next to the national highway 10 1, with excellent geographical position and convenient transportation. It is adjacent to several universities, such as business school, institute of technology, school of mechanical and electrical engineering, so there are many vehicles passing by, and floating guests are a potential consumer group. Although college students have no income, they are not low-consumption groups. Business schools alone have more than 10,000 students. If we can provide products suitable for students and attract them to our store at low prices, it will be a huge market.
3. Analysis of competitors
There are no similar hotels around our store, only many small restaurants. Although they don't have the strength to compete with us in business ability, they attract a large number of nearby residents and students with low-grade food. Generally speaking, their business conditions are good. Although our facilities and services are good, due to the market positioning error, the actual operating situation is not ideal, and it is at a disadvantage compared with hotels of the same grade in the market.
4. Advantage analysis of our store
(1) Our store is a subsidiary of X Jie Group, a well-known enterprise in our city. There is no doubt about the strength of its company. Therefore, when we carefully plan, we should also make full use of our brand effect and fully tap the great connotation of its brand, so that consumers will not doubt our catering products and fully believe that we provide high-quality products. We should pay full attention to this in our plan to attract consumers.
(2) Our store has good hardware facilities, abundant funds, its own parking lot and a large area of available space. This can be used to attract passing drivers, and it can also be used to develop some publicity materials to attract students.
Opportunities: ① The strong strength of this enterprise provides conditions for our development; ② Convenient transportation and huge potential customers; Good hardware and existing high-quality employees provide us with broad adjustment and development space.
Second, the target market analysis:
The target market is the most potential consumer combination group. Defining the target market can not only avoid the waste of influence, but also make advertisements targeted. Advertising without a target market is tantamount to "blind riding a blind horse"
The target market should have the following characteristics: not only consumers who are interested in hotel products and have the ability to pay, but also consumers within the hotel's ability. Hotels should determine the target market as clearly as possible and make a detailed analysis of the target customers, so as to make better use of the opportunities represented by this information, make customers more satisfied and ultimately increase sales. Customer resources have become the source of hotel profits, and the consumption behavior of existing customers is predictable, the service cost is low, and they are not as price-sensitive as new customers, and they can also provide free word-of-mouth publicity. Maintain customer loyalty, so that competitors can not compete for this part of the market share, while maintaining the stability of hotel staff. Therefore, integrating customer relationship marketing and maintaining customer loyalty can bring the following benefits to hotels:
1. Get more customer share from existing customers. Loyal customers are willing to buy more hotel products and services. The expenditure of loyal customers is two to four times that of leisure consumption, and with the growth of loyal customers' age, economic income or their own business, their demand will further increase.
2. Reduce sales costs. Hotels need a lot of expenses to attract new customers, such as all kinds of advertising investment, promotion expenses, time cost of understanding customers and so on. But the cost of maintaining a long-term relationship with existing customers is decreasing year by year. Although in the initial stage of establishing a relationship, customers may have many problems with the products or services provided by the hotel, which requires the hotel to make some investment, with the progress of the relationship between the two parties, customers are more and more familiar with the products or services of the hotel, and the hotel is also very familiar with the special needs of customers, so the cost of maintaining the relationship becomes very limited.
3. Win word-of-mouth publicity. For some complex products or services provided by the hotel, new customers will feel more risky when making decisions, so they often consult existing customers of the hotel. The advice of old customers with high satisfaction and loyalty is often decisive, and their' strong recommendation' is often more effective than various forms of advertising. In this way, the hotel not only saves the sales cost of attracting new customers, but also increases the sales revenue, thus improving the hotel's profit.
4, the improvement of employee loyalty. This is the indirect effect of customer relationship marketing. If a hotel has a considerable number of stable customers, it will also form a long-term harmonious relationship between the hotel and its employees. In the process of providing services to those satisfied and loyal customers, employees have realized their own value. The improvement of employee satisfaction has led to the improvement of hotel service quality, thus enhancing customer satisfaction and forming a virtuous circle.
According to our previous analysis and the current market situation, we should focus on the general public, nearby college students and past drivers, and then attract some middle-and high-income consumer groups on a secondary basis. They have the following in common:
1) The income level or spending power is average, and it pays attention to benefits and cleanliness. Spending in hotels is generally to entertain relatives and friends or improve their lives on holidays.
2) They have no fixed high spending power, but occasionally have the desire to improve their lives.
3) Pay attention to safety and hygiene, and need a more comfortable dining environment. Students prefer fashionable dining environment.
Third, the general marketing strategy:
1, "high-end hotel for the people"-unique culture is a magic weapon to attract consumers. We have a cultural orientation for the hotel. Although we target the hotel at middle-and low-income people and nearby college students, this does not mean that the hotel's taste and product quality are reduced. We should provide customers with high-quality catering products and high-quality services at low prices, and we must never exchange low prices for low prices, which is also respect for customers.
2. Carry out three-dimensional publicity to highlight the characteristics of this hotel and let consumers have a perceptual understanding of X Jie Hotel. Let consumers realize that we provide him with a place to enjoy life. You can attract customers in newspapers according to the environment and location of the hotel. Let customers get a kind of "noble" satisfaction psychologically.
3, the use of strong advertising, such as newspapers, in order to create a "sensational effect" as a strong sales, thus attracting the attention of a large number of consumers and establishing visibility.
Four. 20xx Action Plan and Implementation Plan
(1) Sales strategy:
1, change to the cuisine. In the past, I mainly cooked Cantonese food and seafood. This year, we can "blur" the concept of food. As long as customers like it, we can cook popular dishes or high-end dishes as needed. On the surface, this makes our hotel have no special dishes, but in fact, popular dishes are different from low-end dishes. Cantonese cuisine and seafood are generally more expensive and not suitable for ordinary people's tastes, so the consumption potential is not great. When making a menu, we can choose from various cuisines. This can give customers many choices and meet the needs of people with different tastes.
2. Reduce the price of vegetables to attract customers. Generally speaking, the price of vegetables has dropped. Some high-grade vegetables can be more expensive, most of which are of high quality and low price. The overall price of vegetables is low, but it also takes care of the requirements of high-consumption customers. Price strategy ① Preferential discount. 2. Lottery and boutique gift offers.
3. Provide low-cost and high-quality packages and fast food for ordinary people and students. Packages are divided into different grades, but mainly according to the number of people, such as 4-person package, 6-person package and 8-person package. The more people, the lower the price, which can attract more people to spend. The main purpose is to win by profit. The price of fast food for students is slightly higher than that of students' canteen, but the quality is higher than that of cauldron dishes in canteen. The spare parking lot of the hotel will be transformed into an entertainment and leisure plaza, with an open-air dining table for four people (with umbrellas), which is convenient for students to chat and provide free karaoke, TV and various drinks.
4. Provide drivers with convenient and fast catering and free parking.
5. Provide wedding and birthday services for nearby residents.
6. Carry out promotional activities in the New Year Festival.
(B) advertising strategy
Hotel advertising is a means to promote or promote the target consumers or the public by purchasing the time, space or layout of a certain media. The significance of hotel advertising to hotels is reflected in the following aspects: establishing an image for hotels or hotel groups and products, and stimulating potential consumers to have purchasing motives and behaviors. Consumers' perception has a great influence on purchasing decisions. When marketing enters a higher level or product homogeneity is greater, marketing is not a product war, but a perception war. This is the case in the hotel market. But people's perception is not necessarily based on reality. Advertising is a favorable tool for enterprises to correct cognition and guide cognition.
1. market positioning: it is to occupy a specific part of consumers' minds with clear concepts and influence their consumption intentions. Advertising Appeal: Make you a real God.
2. Principles and main points of advertising. Answer: Quality comes from the guarantee of strength. B. I'll give you a surprise price first, and it will hurt if you don't act. C. create an advertising culture.
3. Focus of appeal A. Corporate image advertisement B. Product impression advertisement C. Promotion advertisement.
4. implementation method: ① newspaper advertisement is the key to the whole advertisement > advertise and publicize posters in influential newspapers in this city. ③ Comprehensive poster. (4) the company's name flag enhances the company's image. ⑤ Distribute advertising gifts on site. ⑥ On-site lottery activities and boutique gifts.
Hotel event marketing plan may1-may 13 (xxxx store)
Activity content:
1, the slogan: "Visit Wang Fu, eat Sichuan food, and refresh yourself".
During the golden week from May/KLOC-0 to May 7, guests who hold tickets to visit xxxxxx Garden on that day will be given a cool sweet fruit (or a cup of sour plum juice) at each table.
2. Touch the "May Day" lucky draw.
During the golden week from May/KLOC-0 to May 7, diners in xxxxxx store can participate in the lucky draw with the statement, and any guest who draws the word "May 1" can get a ticket to xxxxxx Garden; Anyone who draws out the words "May 1 xxxx Store" will get a tricycle ticket to visit Shichahai Hutong.
3. "Zhangcha Duck with the taste of food in XXXXXX Hotel is on sale"
During the activities in May1-May 13, xxxxxx Store will limit the daily sale of 20 fragrant camphor tea ducks in xxxxxx restaurant. The original price is one in 96 yuan, and the special price is one in 60 yuan. During the activity, there are two special dishes for guests to choose from: braised abalone in soup 1 18 yuan/serving (original price 198 yuan) and red ginseng and chopped green onion 48 yuan/serving (original price 88 yuan).
In addition, in order to repay consumers, xxxxxx store specially launched three packages of "Fine Sichuan Cuisine People-friendly Price" during May1-May 13: parent-child package for three people 188 yuan, Happy six-person package for 588 yuan, and family photo package for (10 people) 880 yuan.
4. Book a "Yizhizhai" restaurant to enjoy the garden.
During May1-May 13, all guests who dine in Yizhizhai can visit xxxxxx Garden for free. Let the guests fully appreciate the artistic conception of "Sichuan cuisine is in xxxx, Sichuan cuisine is classic".
The May 1 ST Labor Day restaurant promotion can adopt the following methods:
1, customer service: SMS confirmation after ordering and booking, SMS reminder or address information before arriving at the store;
2. Advertising: advertising through mass advertising, releasing special information and improving popularity;
3, holiday customer birthday care SMS: use holidays or old customers' birthdays to provide price concessions to attract guests;
4, SMS coupons, on-site SMS friends;
5. SMS introduction of service-related knowledge, for example, restaurants can introduce new dishes, special dishes and seasonal dishes to satisfy the mentality of early adopters and avoid customer loss;
6. On-the-spot lottery: Guests have the opportunity to get price concessions or give away special dishes by texting. It can not only improve the interest of customers, but also obtain a large number of customers' mobile phone numbers, which will become the goal of future publicity services.
The overall guiding ideology of hotel activity marketing planning scheme 3 is to establish, improve and standardize the internal management mechanism of the planning department, strengthen the construction of team culture, provide planning ideas for completing the annual work objectives set by the company, and realize the leap-forward development of the company.
I. Objectives
1. In this year, catering promotion should be innovative and efficient through the integration of various media forms, gradually occupy the first brand of xx catering, promote the brand of xx catering, and promote and stabilize the brand of xx catering for ten years.
2. The annual plan strives to promote the market with the least expansion cost;
3. Prepare powerful sales tools for the company, ensure that the marketing channels and image have strong xx catering characteristics, improve the corporate identity of all employees, and assist stores to gradually complete the annual sales task of 20xx;
4. According to the different seasons and festivals, provide a set of promotion plans from the beginning of the year to the end of the year, and distinguish the promotion efforts according to the importance people attach to festivals in xx area. See "20xx Holiday Summary" and "Holiday Planning Case" for details;
Second, recommend the types of promotional activities corresponding to festivals.
1. Publicity of important festivals at home and abroad: including New Year's Day, Spring Festival, Lantern Festival, Valentine's Day, Women's Day, Mother's Day, Labor Day, Children's Day, Dragon Boat Festival, Xie Shi Banquet, Double Ninth Festival and Christmas. , with comprehensive promotion, such as the Lantern Festival, the launch of solve riddles on the lanterns and prize-winning activities. (In fact, it is suggested to launch a series of activities selectively according to the needs of xx catering).
2.xx anniversary promotion: It is recommended to carry out comprehensive promotion, and the promotion efforts should be relatively strong. All kinds of publicity must be in place, such as using LeD electronic screens, banners, text messages, Dm, building video advertisements, car advertisements and other comprehensive media publicity means.
3. Regular promotion: it can be made temporarily according to the needs of other catering departments, mainly for seasonal menu update and new product launch of catering. For example, in the off-season, large-scale lottery activities, American food tasting activities, and quarterly points exchange activities were launched.
4. Competitive promotion, mainly aimed at the promotion of competitors' catering, mainly focusing on introducing quality services, special prices and buying gifts.
5. The formulation of promotion plan should be innovative, but it should not be divorced from reality and grandstanding. It should be adapted to local conditions, easy to operate and evaluated later. The specific plan should be made one month in advance.
6, combined with "xx catering VIP members" and "integral members" as well as business alliances and group buying websites for promotional activities, and constantly attract new members.
Third, publicity and public welfare activities plan
1. Publicity includes thematic publicity activities (such as Spring Festival greetings, consumer days, consumer sit-ins, etc.). ) and regular publicity (intermittent media advertising). Such as advertisements and off-season image advertisements).
2. Public welfare activities. Including theme public welfare activities (such as double ninth festival, tree planting, etc.). ) and regular public welfare activities (such as helping students and helping the poor, etc.). ), there are at least 1 large-scale public welfare activities a year, and the cost is about 1 10,000 yuan.
3. Strengthen cooperation with the media and carry out various forms of activities and cooperation.
Fourthly, advertising space rental and Dm internal publication investment promotion.
1, aiming at xx catering branches, form in-store advertising space for rent. (mainly used in business alliances)
2. Every quarter, internal Dm newspapers and advertisements are invested.
Fifth, strengthen the corporate culture rendering of catering.
1. Standardize the contents and hanging of various obvious signs.
2, increase enterprise introduction and all kinds of suggestive text propaganda.
3. Make a text introduction to the festival theme promotion activities.
4. Every issue of Dm magazine introduces life tips. (such as common sense of car use, common sense of car maintenance, seasonal diet recipes and taboos, common sense of fire control, recipes, etc.). )
Hotel event marketing planning scheme 4 commodity sales are divided into off-season, and hotel products are no exception. For different enterprises, the off-season time allocation is naturally different. After the popularity of the Lunar New Year, the overall sales volume of our hotel declined, which is also the contradiction between the off-season and the peak season in the hotel business. In fact, weakness is only relative. As long as you work hard and run on your competitors, you can still have more room for improvement in your sales share in the case of a decline in overall market sales. In view of the arrival of the off-season, this marketing plan is formulated.
I. Purpose of the event
1. Expand the tourism market through cooperation with travel agencies, tourist attractions and taxi companies.
2. Directly or indirectly promote potential customers inside and outside the hotel, stimulate secondary consumption, strive for more repeat customers, and urge customers to eventually become old customers and vip guests of the hotel, and finally increase the sales of the hotel.
Second, the activity time
20xx x month x day to 20xx month x day.
Third, the departments involved.
Sales Department, Catering Department, Front Office Department, Housekeeping Department.
Fourth, the theme of the event
Warm spring carnival season, greeted with courtesy.
Verb (abbreviation of verb) activity plan
(1) Promote in various ways to make the off-season not dull.
Method 1: Contact the local travel agency in advance to attract them to introduce customers to our hotel in the form of commission.
The specific operation is as follows: introduce the person in charge of the travel agency of the team customers to our hotel, pay the commission 5 yuan money for each room, and settle the account in cash on the same day.
Method 2: form an alliance with various tourist attractions for mutual benefit.
The specific operation is as follows: after reaching an agreement with various tourist attractions, all guests who hold our hotel vouchers can use them as cash when they stay in our hotel for consumption. (Vouchers are valid during the activity, and will be invalid upon expiration. Vouchers can't be discounted and used to offset the consumption of hotel rooms and restaurants. ) or you can enjoy tickets and consumption discounts when you spend money in various alliance tourist attractions with our hotel coupons (depending on the agreement of each scenic spot).
Method 3: Contact the taxi company to provide long-term cash rebate for taxi drivers who are sent to our hotel to check in customers.
The specific operation is as follows: give the driver a discount card of our hotel with the license plate number on it. If the guests enjoy the discount when registering, they can get the cash commission of 10 yuan for the owner, and settle the account at the end of the month or cash it immediately.
(2) Give customers preferential treatment and expand the incentive plan.
Offer 1: Foreign individual travelers who stay at the current retail price for 8 times in a row in the current month can give away 1 ordinary single room or ordinary standard room for free. Or social individuals who stay for 3 consecutive nights, give 2 bottles of mineral water.
Offer 2: Book a luxury room or a landscape room in June and July of 20xx two months in advance, and confirm to pay the corresponding deposit in time to enjoy a crazy discount of 60% off the retail price. (Specific operation method to be determined)
Offer 3: Cooperation with banks. Guests with designated bank credit cards who swipe their cards at the hotel can get a hotel 1 voucher.
Offer 4: Use one day a week to get a few rooms as special rooms. (use the pop card in front of the store for publicity)
Sixth, advertising
1. Make vouchers and discount cards printed with the hotel profile and geographical location, pay for the consumption instructions, and show the unique corporate culture.
2. Advertise road signs in nearby tourist attractions and railway stations, targeting transit or visiting enterprises and government officials.
3. During the activity, the preferential policies will be played on the electronic screen all day.
4. Painting or pop publicity in front of the hotel.
VII. Advertising Budget
The distribution of advertising budget is as follows:
1, and the production cost of vouchers is controlled as: X yuan.
2. The production cost control of the discount card is: X yuan.
3. The advertising cost of scenic spots is controlled as: X yuan.
4. The cost control of pre-store inkjet printing is: X yuan.