I. Target market analysis

Teachers and students spent more than 1000 days and nights together, giving them lifelong enlightenment, giving them understanding and tolerance, and educating them to establish the concept that every minute is accurate. In recent years, the "Xie Shi Yan" is very prosperous. According to the survey, the Xie Shi banquet has become the second largest wedding banquet held by ordinary families, second only to the wedding banquet. There are n reasons for the "thank-teacher banquet" and "fire":

Reason 1 (student): Other students are hosting a banquet in the restaurant, so I have to do it, or I will lose face.

Reason 2 (Parents): Other parents hosted a thank-you banquet for their children. If they don't thank their teachers, they can't make up their minds.

Reason 3 (parents): The teacher's thank-you banquet should be held for relatives and friends. I have to do this in order to get some money back by attending the thank-you banquet of other teachers.

Reason 4 (society): It is a great happy event for children to go to school. Dinner with relatives and friends can increase the festive atmosphere and connect feelings.

Reason 5 (Business): Prosperous business and rising income can gather popularity and festive atmosphere, and increase turnover and hotel popularity. Why not do it?

Second, the pricing strategy

1. When making the menu for Teacher Xie's banquet, we should consider linking the menu with the teacher to increase the festive atmosphere, so as to win the favor of students and parents.

2. For high-priced dishes, it is suggested to combine reducing and creating new dishes.

3. The price of banquets in Xie Shi (explained below) should be divided into high, medium and low grades, and the consumption level should be reasonably expanded.

4. The prices of other drinks and other services can be changed flexibly according to the actual situation of the hotel (but according to the net profit of the hotel).

Third, marketing strategy.

1. To make a special thank-you banquet package, the "thank-you banquet" can be divided into three grades according to the actual situation: 468 yuan for the "Ten-year Cold Window Banquet", 568 yuan for the "Champion Banquet" and 668 yuan for the "Champion Banquet". The name of the dish should be properly packaged to reflect a strong cultural atmosphere (see annex for the specific menu).

2, the champion and the banquet, proud of the invitation. The champion of the college entrance examination (arts and sciences 1) is specially invited to gather in the hotel to talk about a bright future; Give each champion exquisite school supplies as a souvenir; Make a number one banquet (please give full play to the leaders' contacts and make an invitation).

3. Business interaction and gift giving. The hotel cooperates with other businesses, schools or suppliers to sign reciprocal terms in the form of "one-on-one" to jointly prepare coupons for students. It is suggested to adopt a "win-win" approach, with the active participation of marketing, finance and the company.

4. There are gifts on the table and surprises on the field. Students who hold a thank-you banquet in the hotel can get a bottle of 52-degree liquor aged in Kouzijiao for five years (each bottle is worth 128 yuan), no matter how much they spend. Anyone who patronizes more than ten tables (including ten tables) will be given a table with the same grade meal label; Spend more than five tables (including five tables) and give souvenirs to students to study, and so on.

5. Free parking space, priority booking, free photography, free doctor's hat, etc.

6. After dinner, send a nice little gift to the teacher who attended the banquet (with the name, telephone number, address and website of the hotel printed on it).

Fourth, advertising strategy.

1. Some outdoor advertisements (brands, banners, ink painting) are placed in front of the hotel.

2. TV, street banners and newspaper advertisements are combined. Advertising words: "I have never forgotten my teacher's kindness for many years, and a glass of sake shows deep affection!" "At this point, when the peaches and plums are fragrant, the Bird of Paradise Hotel grandly launched a thank-you banquet (a ten-year cold window banquet, a champion banquet) to show gratitude to the students.

3, you can try mobile phone short message advertising, the focus of mass sending is the old customers of the original hotel, pay attention to the use of appropriate language, mainly introduce the latest activities of the hotel.

4. Make a pop-up advertisement or a larger FLASH animation advertisement or banner on some agreement websites. The processing of web animation and pictures must be consistent with the marketing content.

5. You can also use flyer advertisements, and you can print 10000 activity flyers and wechat vipzcwy. However, the production of leaflets must be exquisite, and it is best to have a food display map.

Note: You can choose the above advertisements at the same time to promote key communities or schools.

Verb (abbreviation for verb) Other related strategies

Security guards must ensure the safety of the hotel; Specify some incentive policies for waiters and related staff to arouse their work enthusiasm (this part can be refined later); Put some high-end music in the hall; Service language skills; The speed of serving must be fast; The layout of the main hall does not need to be too luxurious, but it should be beautiful and generous, showing the humanistic culture of respecting teachers and valuing Taoism.

Effect prediction of intransitive verbs

1. Direct effect: If the promotion and related services are in place, 100 tables will be received every month, with an average 500 yuan of 50,000 yuan per table, which can increase the net profit by about 20,000 yuan; The total income is at least higher than the same period last year, and strive to break through the million mark again.

2. Indirect effect: through word-of-mouth publicity, plus banners, outdoor advertisements, newspapers, online media advertisements, souvenir advertisements, etc., 65,438+0,000 customers are added every month. Moreover, the number of people who know directly is at least 20,000, which improves the brand effect and increases the opportunities for these people to come to the hotel for consumption in the future, and has long-term marketing benefits.

Seven. Other suggestions

1. The reservation department can search the information of some key customers and publicize it among familiar customers first.

2. With the consent of the customer, enter the customer information into the database of the reservation department (the key is the customer's name, position, company and mobile phone number) to serve the future promotion (this content can be refined later).

3. Make the hotel website as soon as possible. Websites must be made by professionals. Domain names should be simple and easy to remember. The design of the web page should reflect the characteristics of the hotel, mainly in warm colors. It's best to have big FLASH animation on the home page, as well as news release system, on-line marketing, customer message board, customer forum, employee entertainment and so on. Through the online marketing of WeChat vipzcwy, the hotel's popularity will be enhanced and its market share will be increased (the biggest advantage is large audience and low cost).

Eight. budget

1, special (literature, science) champion souvenir: 10000×2=2000 yuan;

2. Memorial gift for teachers:100×15 =1500 yuan;

3. Gift of drinks: 52-degree kouzi cellar aged for five years128×100 =12,800 yuan, and the gift of drinks will end at the end of this month (provided by kouzi cellar suppliers).

4. Flyer:10000× 0.12 =1200 yuan;

5. Doctor's hat, photography, venue layout expenses 500 yuan;

6. Advertising fee: the total amount of brand (or X-frame), banner, inkjet, newspaper, internet and SMS is 65,438+0,000 yuan;

Total cost: 6200 yuan (excluding drinks)

Attachment: 1, banners and slogans, advertising words, propaganda words and service words;

2.x- display samples, inkjet samples and flyer samples;

3. Xie Shi Yan set meal.