#Planning# Introduction Today’s hotels are under great pressure to compete, so they must do a good job in marketing planning. The purpose is to obtain economic benefits with the least labor expenditure. The following is a compiled hotel catering marketing plan, welcome to read!

Article 1

The Chinese Valentine's Day is approaching, and the hotel marketing department speculates that this Chinese Valentine's Day will usher in a small climax in hotel wedding banquet consumption in our city. In order to further stimulate wedding banquets and related catering consumption in XX Hotel, after discussion with the hotel's marketing department and relevant departments, it was decided to launch a wedding banquet marketing campaign with the theme of "Happy and good reasons, God-given, satisfactory wedding banquet in XX" to promote and stimulate XX Wedding banquet consumption in hotels. The following XX Hotel wedding banquet marketing activity plan (draft) is specially formulated.

1. Theme

A happy and satisfying wedding banquet at XX for a good reason

2. Overall idea

Give full play to the hotel’s own advantages and to be ahead of the curve Innovative event arrangements, through a series of publicity planning, and using the golden season of October to organize effective marketing activities with the theme of "Have a wedding banquet, go to XX" have made XX Hotel truly an ideal palace for couples' wedding banquets.

3. Activity time

XXXX month to XXXX month

4. Activity content

1. Ten seats or more The above wedding audio equipment is provided free of charge.

2. If there are more than ten seats, two welcome cards in the lobby will be provided free of charge.

3. A creative silk flower arch will be provided free of charge for more than ten seats.

4. A festive banner outside the lobby will be provided free of charge for more than ten seats.

5. Free festive background spray printing (including the name of the couple) in the banquet hall will be provided for more than 15 seats.

6. For more than 15 seats, a luxurious wedding room will be provided for free/night (including exquisite breakfast for the next day).

7. For orders of fifteen or more seats, a beautiful table flower (flower) for the main table will be provided free of charge.

8. Those who reserve a wedding banquet of 688 yuan/seat or more (including 688 yuan/seat) for ten seats will receive a multi-layered wedding cake on the day of the wedding banquet.

5. Wedding Banquet Package Standards

1. Centenary Good Match Banquet 688/table (10 people)

2. Golden Jade Marriage Banquet 788/table (10 people) )

3. The banquet of a perfect match 888/table (10 people)

4. The auspicious banquet of dragon and phoenix 988/table (10 people)

5. A match made in heaven Banquet 1088/table (10 people)

6. Publicity and promotion

1. Create a promotional leaflet with picture descriptions of the event content

— Newspaper folders

—Distributed to people in downtown areas

—Cooperate with wedding photo studios or wedding celebration companies in a reciprocal manner and place promotional leaflets in their stores.

—Place it at each business point of the hotel.

2. Elevator POP/Lobby POP

Make the content of this event into a promotional poster and hang it in the hotel elevator to facilitate guests' understanding and promotion.

VII. Department division of labor

1. The Marketing Department is responsible for the external communication, publicity and production of this event.

2. The front office of the catering department is responsible for specific operations and services, scene layout and other matters.

3. The catering kitchen is responsible for approving the dishes and prices for this event.

4. The general office is responsible for organizing employees to distribute promotional 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 event and cooperate with the hotel in promoting this event.

8. Cost budget

1. Silk flower arch: 2. 35 meters * 2 meters = XXX yuan (can be used for a long time)

2. Ordinary inkjet printing ： p> 4. Wedding room: Deluxe single room XXX yuan

8. Newspaper folder storage fee: X yuan/sheet*XXX sheets=XXX yuan

9. POP in the elevator: /p>

9. Attached is a brochure sample (omitted)

10. Remarks

Chapter 2

As a traditional festival in China, the Spring Festival has always been They are valued by the descendants of the Chinese nation who value emotions. Throughout the ages, the New Year’s Eve dinner has become a necessary carrier for people to express their emotions every New Year’s Eve. As this year’s Spring Festival approaches, the annual “Spring Festival Marketing War” is about to begin.

As an intangible asset, planning is synonymous with the high quality of hotel products. Good planning is not only the embodiment of the hotel's overall image, but also the carrier of the hotel's economic benefits. Therefore, the hotel must plan this work throughout the entire sales process.

Fiery red lanterns, white snowflakes, a strong New Year's Eve atmosphere... Ship Liwan Hotel will create a unique New Year's Eve cultural atmosphere for you, with the gathering of famous stars, wonderful performances, and endless aftertaste of competitions ...it's all up to you. I believe you will choose it because you like it, and you will also like it because you choose it!

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Fiery red lanterns, white snowflakes, and a strong New Year’s Eve atmosphere... Ship Liwan Hotel will create a unique New Year’s Eve cultural atmosphere for you. Here, you can and Your loved ones can spend a quiet and peaceful New Year's Eve; you can also experience a colorful and joyful sleepless night; you can also enjoy a romantic and warm reunion night... The festive New Year's carols echo in the sky... It's all up to you. I believe you will choose it because you like it, and you will also like it because you choose it!

The preliminary planning and layout plan is as follows:

1. The overall goal

Through the Spring Festival planning activities, we will expand the hotel's popularity, strengthen the emotional connection with business customers, guide the dining consumption of residents in surrounding areas, and dispel customers' various concerns about consumption levels, thereby achieving a certain level of success. Economic benefits and social benefits. Gather the hotel's sales force, mobilize the enthusiasm of all employees, and create a harmonious and proactive working atmosphere.

2. Overall planning

2.1 Target positioning: individual travelers, family members, relatives and friends, business guests, and corporate groups during the Spring Festival.

2.2 Activity theme: Silver Rat bids farewell to the old year and Taurus welcomes the New Year.

2.3 Campaign slogan: "Nuan Nuan New Year's Eve, it's great to have you."

　2.4 Event advertising copy:

Three generations of a family sit around the Spring Festival table, with warm family affection rippling in everyone’s heart. In a warm family atmosphere, Every tired heart has found a harbor, looking at each other with nostalgia, and affectionately uttering the softest voice in the heart: "Nuan Nuan New Year's Eve, it's so good to have you."

2.5 Advertising positioning:

2.5.1 Promotional advertisement:

Do some publicity reports in "Dalian Evening News" and "Liaoshen Evening News" and advertising.

Hang promotional banners and banners.

Media: "Dalian Peninsula Morning News", "Dalian New Business News", "People's Daily", Liaoning TV Station, Dalian TV Channel 1 and 2, Dalian Sports Channel, Dalian People's Broadcasting Station, Dalian Music Voice.

Promotion methods: event introduction, program highlights, news reports, venue pictures.

Publicity time: January 1, 20xx - January 24, 20xx

Publicity frequency: three announcements in the newspaper "People's Daily" and three introductions to various activities. "Dalian New Business News" announced five times and published on-site pictures five times. "Dalian Peninsula Morning News": five announcements and five program highlights. Liaoning TV Station will broadcast the advertisement "Warm New Year's Eve, it's great to have you" every three days. Dalian TV: With the theme of "The Silver Rat bids farewell to the old year and the Taurus welcomes the New Year", it promotes the Spring Festival activities of the Ship Liwan Hotel twice a day (scheduled to be before the Central News at 19:00 and once after the Dalian News at 20:00). Time limit is five minutes. Dalian Sports Channel: With the theme of "The Silver Rat bids farewell to the old year and the Taurus welcomes the New Year", it promotes the arrangement of activities and intersperses a small number of program highlights. Played once a day (scheduled before sports news), each time for three minutes. Dalian People's Broadcasting Station and Dalian Sound of Music: With the theme of "The Silver Rat bids farewell to the old year and the Taurus welcomes the New Year", they promote the Spring Festival activities of the Ship Liwan Hotel, three times a day, each time limited to five minutes. The hotel website of Ship Liwan Hotel continuously broadcasts relevant news and overall situation throughout the day, as well as promotional pictures and event highlights (please note that the background of the website must have a Chinese New Year atmosphere). Put up banners outside the hotel and use a large scrolling screen outside the lobby to scroll the event time and content as well as elevator advertisements.

2.5.2 Brochure: The brochure will be divided into the following volumes:

Volume 1: An overall introduction to the basic situation, internal facilities and organization of the Ship Liwan Hotel Settings, etc., to provide customers with hotel information

Volume 2: Focuses on hotel catering and accommodation conditions, with illustrations, etc., reflecting the luxury and comfort of the ship Liwan, and explaining the cultural information of the ship Liwan

Volume 3: Concentrated and comprehensive display of the 20xx Spring Festival activities of "Silver Bid farewell to the old year, Taurus welcomes the New Year". Introduce the content and arrangement of the program and number each brochure for use in drawing draws during the event. The ticket price, scope of application, types of program activities, time arrangements and lottery regulations are indicated in the booklet; it is bilingual in Chinese and English, beautifully printed, and distributed to the outside world by sales staff and promotion personnel from various departments.

　2.5.3 Spring Festival greeting cards:

Greeting cards have collection value, and homemade greeting cards are an important expression of the hotel’s cultural symbols and can penetrate the hotel’s humanistic care and care for old customers. Enthusiastic anticipation for new customers. Greeting cards should be printed before December 25th, and the marketing department will be responsible for distribution and mailing. The distribution and mailing targets are mainly large spenders and regular customers in the store, and the hotel's holiday greetings and blessings to them are combined with the hotel's holiday promotions.

2.5.

4. Print leaflets:

The advantage of using leaflets to promote activities is that they are intuitive, fast, and have a wide audience. They play a decisive role in expanding visibility and attracting attention.

2.5.5 Gift production:

Make a budget in advance and determine the type and quantity of gifts you want to order. After the marketing department compares options, the final selection and price will be submitted in writing to the finance department, which will be submitted to the leadership for approval after negotiation. Only after approval is passed can the marketing department continue to implement it.

2.5.6 Internal publicity:

The personnel department will publicize the hotel’s holiday publicity and planning activities to the leaders of each department in the form of store newspapers, and then the leaders of each department will hold meetings to discuss the matter. Communicate orally to employees under the department (completed before January 5th);

Employees under each department will conduct training on language standards and etiquette during the holidays (completed before January 10th)

The human resources department will select a pair of waiters to play the role of little golden bulls and conduct appropriate training (to be completed before January 15th);

The switchboard is responsible for playing background music during the Spring Festival to enhance the atmosphere of the entire hotel. Festive atmosphere.

The layout and decoration of the hotel during the Spring Festival:

3.1 Outside the hotel:

3.1.1 A pair of golden boys and girls are placed at the main entrance , extended to the Lantern Festival, the hotel provides photography services (guests are responsible for the cost of photo development).

3.1.2 Hang gypsophila on the plants outside the hotel, stand a large pot of kumquats on both sides of the hotel’s main entrance, and hang red lanterns on the ceiling. Colorful flags are hung diagonally on the outer lawn.

3.1.3 The banner "Ship Liwan Hotel wishes the people of the city a happy New Year" is hung at the gate.

3.1.4 The basalts on both sides of the gate have the couplets "Golden Bulls Running for the Golden Ox" and "Purple Swallows Dancing in the New Year" horizontally with the words "Congratulations on the New Year".

　3.1.5 The glass doors on both sides of the hotel lobby are pasted with paper-cut patterns of the Year of the Ox

　3.1.6 Two staff members (selected by the Human Resources Department) are arranged at the main entrance of the hotel That pair of employees), wearing calf costumes and calf hoods, were responsible for distributing balloons (one) and fruit candies (2 pieces) to children under the age of 10 who came to the hotel to dine.

3.1.7 Colorful flags are placed on the balcony railings on the third and fourth floors.

3. 2 Hotel lobby:

3. 2. 1 Pull thin iron wires on each two corners of the lobby ceiling, and wrap embroidery on the thin iron wires (note that the iron wires should be as long as possible) Covered with raffia, do not expose the wire), and hang palace lanterns and Chinese knots on each group of wires wrapped with raffia (note that the insertions must be smooth, the quantity must be appropriate, and the gaps must be even).

3.2.2 Use a red lantern to set up a standing arch on the reception table at the cash register at the front desk. Place both sides of the arch at the left and right corners of the reception table near the ends.

3.2.3 There are two large kumquat potted plants on both sides of the main platform, with gypsophila stars hanging on them and red envelopes for decoration. A large Chinese knot is hung on the large pillars on both sides of the main platform.

3.2.4 A pagoda of ingots is placed on the reception table at the front desk, and other plants are decorated with baby's breath and latte art.

3.2.5 In the lobby bar, ribbons are wrapped around the original green plants, and one or two abstract zodiac paper-cut patterns are posted on the wall.

3.2.6 The backyard passage door glass sticker is similar to the door decorative pattern.

3. 2. 7 Play the Spring Festival background music in a loop, starting from the 28th of the New Year.

　3.3 Hotel restaurant:

　3.3.1 Use red and yellow decorative strips to make arc waves between the ceiling downlights of the box passage, two Hang a Chinese knot or palace lantern between the arcs (note that they must be inserted smoothly, the number must be appropriate, and the gaps must be even).

3.3.2 The background wall of the banquet table is decorated with a Spring Festival pattern.

3.3.3 Small lanterns are hung on the ceiling above the cashier counter in the restaurant, and all plants are temporarily changed to potted kumquats.

3.3.4 The background of the Chinese restaurant is designed according to the wedding banquet (the bottom is covered with velvet, the top and sides are decorated with curtains), and a Spring Festival decorative pattern is hung in the middle. The ceiling is decorated with red and yellow ribbons in arc-shaped waves, and a plastic palace lantern is hung in the middle. Red envelopes, colorful flowers and small ingots are hung on all the large plants.

3.3.5 The God of Wealth pattern is posted on the door of the reception area.

3.3.6 Play the Spring Festival background music, which will start playing on the 28th of the New Year.

3.4 Hotel nightclub:

3.4.1 The background of the stage in the lobby is spray-painted with Spring Festival patterns.

3.4.2 Plastic lanterns are hung in the nightclub aisles, and the bar is decorated with latte art.

3.5 Hotel floors:

3.5.1 Medium-sized plastic palace lanterns are hung on the ceiling at the passage entrances of each floor.

3.5.2 Red lanterns are hung at the elevator entrances on each floor, and Spring Festival decorative patterns are posted on the wall in front of the elevator entrance.

　3.5.3 The interior of the elevator has been temporarily replaced with a red carpet with the word "Fu" on it, and the walls facing the staircase have been pasted with red "Fu" characters upside down. The promotional posters on both sides have been temporarily replaced with hotel promotions and prices during the Spring Festival.

3. 5. 4 The scripts and couplets with blessing characters and couplets will be posted in the script rooms and offices on each floor until the fifteenth day of the first lunar month (take them down on the sixteenth day of the first lunar month).

3.5.

5. Play the Spring Festival background music, which will start playing on the 28th of the New Year. < /p>

4.1.1 Catering: 666 yuan/table (including service charge, only for the restaurant on the third floor)

4.1.2 Guest rooms: 288 yuan/room. Day (including two breakfasts)

4.1.3 Entertainment: 12:30-16:30 Free private room for 3 hours 16:30-02:00 Free private room for 2 hours.

4.2 Guest Rooms:

4.2.1 From the 30th of the New Year to the 15th of the first lunar month, 20 special standard rooms will be launched every day for 208 yuan/room. Days

4.2.2 Anyone staying in a special standard room will receive an exquisite Spring Festival gift.

4.3 Catering:

4.3.1 “Auspicious” New Year’s Eve dinner is launched on New Year’s Eve (18:00-21:00):

588 Yuan/table 688 Yuan/table 888 Yuan/table

On New Year’s Eve (21:00-12:30), the “Rich and Prosperous” New Year’s Eve dinner is launched:

888 Yuan/table 1080 Yuan/table 1,288 Yuan/table (a portion of auspicious Ruyi dumplings will be given at 0:00)

If you book the New Year’s Eve dinner in advance, you will receive a small gift. Reservation hotline: 0411-21236516

For orders of 1,000 yuan or more, you will get a free large pillow (the pillow is worth about 20-30 yuan. The pillow is one of the essential supplies for office workers and home life. Free pillow for consumption) , more practical for customers). Hide different zodiac mascots in pillows, and guests can use the mascots to the front desk to exchange for corresponding prizes. The corresponding prizes for mascots whose zodiac sign is Ox are a fashion desk calendar and other zodiac signs. Everything is a small Chinese knot.

During the Spring Festival on 4.3.2, the banquet hall launches the Spring Festival set meal:

Golden Jade Banquet: 688 yuan/table

Wealth and Auspicious Banquet : 788 yuan/table

Five Blessings Banquet: 888 yuan/table

4.4 Chinese restaurant:

The Chinese restaurant is your private gourmet garden, with cups and dendrobiums interlaced Enjoy a romantic seafood feast. Enjoy the ship's Liwan Wine World, free home-brewed fresh beer at lunch and dinner on the 3rd floor, and a free bottle of red wine with every purchase on the 4th floor.

4.5 Western Restaurant on the 23rd floor:

The Western restaurant interprets exquisite and delicate taste, allowing you to climb in elegance. For lunch, a bottle of red wine will be given for every 100 yuan spent per person. For dinner, if three people are traveling together at the buffet, one person will be free of charge. If two people travel together with a Western-style membership card, one person will be free of charge.

4.6 Lobby Bar on the First Floor:

Anyone who spends time here during the Spring Festival can enjoy a 20% discount and an additional fruit plate.

4.7 Mingyue Mansion on the fourth floor:

Mingyue Mansion on the fourth floor has elegant interior decoration, complete modern audio-visual, first-class audio equipment, and professional stage lighting. It is the best choice for birthday parties and gatherings of family and friends. During the Spring Festival (the first lunar month) From the first day of the lunar month to the fifteenth day of the first lunar month), 20% off discount will be given for booking, and a bottle of red wine and champagne will be given as a gift.

Part 3

1. Target market analysis

Our restaurant The customers are mainly middle and upper class people and government agency staff, but many of them also spend private money. This requires restaurants to take into account the personal interests of those private money consumers while improving their quality.

2. Pricing strategy

1. The meals can basically maintain the original pricing, but the prices of some meals related to the Mid-Autumn Festival should be considered, and discounts can be used (it is recommended to use this method) or directly reduce the price.

2. For high-priced meals, it is recommended to use a combination of volume reduction and price reduction.

3. The price of the Mid-Autumn Festival set meal (described below) should not be too high, and the per capita consumption should be controlled at 20-30 yuan.

4. The prices of other drinks and other services can be flexibly changed according to the actual situation of the hotel, and will be reached before and after the Mid-Autumn Festival (but they must be set based on the hotel's net profit).

3. Marketing strategy

1. Make a set meal specifically for the Mid-Autumn Festival, which can be divided into affordable, middle and high school according to the actual situation, including meals for two people, meals for three people, etc. The type and theme should reflect family reunion, and mooncakes can be given as gifts (the price does not need to be too high).

2. If the birthday of one person in the family is August 15th, you can enjoy a 50-40% discount on dining at the hotel with valid documents (household registration book and ID card) (depending on the actual situation of the restaurant) decision). It is recommended to recommend the Mid-Autumn Festival package to them.

3. If your mobile phone or landline phone number ends in 815 (within Chengdu area), you can enjoy 50-40% off when dining in the hotel with valid documents (household registration book and ID card) (depending on the hotel actual decision) offers. It is recommended to recommend the Mid-Autumn Festival package to them. The hotel should contact these people directly.

4. Due to the temporary accommodation service of this restaurant, we can cooperate with other large hotels that mainly provide accommodation to introduce customers to each other. This can increase the customer base

and reduce some related issues. cost. Special cars can be used to pick up and drop off these customers, and it is also recommended to recommend Mid-Autumn Festival packages to them.

5. Give some small gifts related to the Mid-Autumn Festival after the meal (the name, phone number, address, and website of the restaurant should be printed on them).

6. The event will be held from August 10th to 20th of the lunar calendar.

IV. Promotion Strategy

1. Place outdoor advertisements near the entrance of the hotel, train stations, and bus stations (outdoor advertisements mainly use inkjet printing and a combination of banners).

2. Combination of TV, street banners and newspaper advertisements.

3. You can try mobile phone text message advertising. The focus of mass messaging is the old customers of the hotel. Be careful to use appropriate language and mainly introduce the latest activities of the hotel.

4. Make a pop-up box advertisement or a relatively large flash animation advertisement or banner on the website ()__. The processing of web animations and images must be consistent with the marketing content.

5. Flyers can also be used for advertising, but the quality of the flyers must be high.

Note: You can choose several types of the above advertisements at the same time. The focus of promotion is in the urban area, and it can also be promoted to surrounding counties and cities. The advertising audience must be at least 150,000 people.

5. Other related strategies

Security must ensure the safety of the hotel; adopt some incentive policies for waiters and related staff to mobilize their enthusiasm for work (this can be detailed later) content); play some high-grade music in the hall; the food must be served quickly; the decoration of the hall does not need to be too luxurious, but it must be beautiful and generous, showing the flavor of the Mid-Autumn Festival.

6. Effect prediction

If the promotion and related services are in place, the income will be at least 1.5 times the usual income.

VII. Other suggestions

1. Equip a computer in the service hall to save some key customer information at any time.

2. Under the condition of obtaining the customer's consent, enter the customer's information into the database (the key is the customer's name and mobile phone number) to serve future promotions (this content can be refined in the future).

3. Complete the restaurant’s website as soon as possible. The website must be made by professionals. The domain name must be simple and easy to remember. The design of the web page must reflect the characteristics of the restaurant. The colors should be mainly warm. , the homepage needs a large flash animation, as well as news release system, online marketing system, customer message board, customer forum, employee entertainment and other aspects. Enhance the restaurant's popularity through online marketing (the advantages of which are a large audience and low cost).

The 15th day of the eighth lunar month is the traditional Mid-Autumn Festival in my country, and it is also the second largest traditional festival in my country after the Spring Festival. August 15th is right in the middle of autumn, so it is called the Mid-Autumn Festival. The ancient Chinese calendar called August in the middle of autumn "Zhongqiu", so the Mid-Autumn Festival is also called "Zhongqiu Festival". The Mid-Autumn Festival is coming. Based on the actual situation of the hotel and traditional Chinese national customs, in order to better carry out hotel sales and service work and achieve both economic and social benefits, this plan is specially formulated.