I can only make do. It's not worth giving so many points for this information. Remember to give less points next time, and forget it this time. I hope you can use more or less:
Marketing planning scheme for Mid-Autumn Festival of a hotel
Hotel marketing is a study on how to identify, analyze, evaluate, select and make use of market opportunities, how to develop marketable products and explore the best form of hotel production and sales in the fierce competition and ever-changing market environment. A boss's business sense directly or indirectly determines the future development of a hotel.
The 15th day of the eighth lunar month is the traditional Mid-Autumn Festival in China, and it is also the second largest traditional festival in China after the Spring Festival. August 15th is just in the middle of autumn, so it is called Mid-Autumn Festival. China's ancient calendar called August in the middle of autumn "Mid-Autumn", so the Mid-Autumn Festival is also called "Mid-Autumn Festival". The Mid-Autumn Festival is coming. Combining with the actual situation of our hotel and the traditional Chinese national customs, this scheme is formulated in order to better carry out the hotel sales service and achieve a double harvest of economic and social benefits.
first, target market analysis
the customers of this hotel are mainly middle and upper-class people and government officials, but many of them are private consumption, which requires the hotel to take into account the personal interests of those private consumers on the basis of upgrading.
2. Pricing strategy
1. Meals can basically maintain the original pricing, but the prices of some meals related to Mid-Autumn Festival can be discounted (this method is recommended) or directly reduced.
2. For high-priced meals, it is suggested to combine reduction and reduction.
3. The price of Mid-Autumn Festival package (explained below) should not be too high, and the per capita consumption should be controlled at 21-31 yuan (excluding drinks).
4. The prices of other drinks and other services can be flexibly changed according to the actual situation of the hotel, reaching the lowest price around the Mid-Autumn Festival (but it should be set according to the hotel's net profit).
Third, marketing strategy
1. Make a set meal specifically for Mid-Autumn Festival, which can be divided into three categories according to the actual situation, such as affordable, medium and high school, with meals for two and meals for three. The theme should reflect family reunion, and mooncakes can be given (the price does not need to be too high).
2. If a family member's birthday is August 5th, he/she can enjoy a 5-6 discount (according to the actual decision of the hotel) when having a dinner in the hotel with a valid certificate (household registration book and ID card). It is recommended to recommend them the Mid-Autumn Festival package.
3. If the number of mobile phone and fixed telephone number ends with 815 (within Linfen area), you can enjoy a discount of 5-6% (according to the actual decision of the hotel) for dinner in the hotel with valid certificates (household registration book and ID card). It is recommended to recommend them the Mid-Autumn Festival package. It is best for the hotel to contact these people directly.
4. As there is no accommodation service in this hotel for the time being, we can join hands with other large hotels mainly focusing on accommodation to introduce customers to each other, which can increase the customer base and reduce some related expenses. For this part of customers, you can pick them up by car, and it is also recommended to recommend Mid-Autumn Festival packages to them.
5. Give some small gifts related to Mid-Autumn Festival after dinner (the name, telephone number, address and website of the hotel should be printed on them).
6. The activity will be held from August 11 to 21 of the lunar calendar.
Fourth, promotion strategy
1. Place outdoor advertisements near the entrance of the hotel, railway stations and bus stations (outdoor advertisements are mainly in the form of inkjet and banners).
2. Combine TV, street banners and newspaper advertisements.
3. You can try the mobile phone short message advertisement. The focus of mass sending is the old customers of the original hotel. Pay attention to using appropriate language and mainly introduce the latest activities of the hotel.
4. _ _ Website () _ _ Make a pop-up box advertisement or a larger FLASH animation advertisement or banner. The processing of web animation and pictures must be consistent with the marketing content.
5. Flyer advertisements can also be used, but the quality of flyers must be high.
note: you can choose several kinds of the above advertisements at the same time, and the focus of promotion is in the urban area, and it can also be promoted to the surrounding counties and cities. The minimum audience of advertisements should be 1.5 million.
V. Other relevant strategies
Security guards must ensure the safety of the hotel; Designate some incentive policies for waiters and related staff to arouse their enthusiasm for work (this content can be refined in the future); Put some high-grade music in the hall; The speed of serving food must be fast; The layout of the hall does not need to be too luxurious, but it should be beautiful and generous, showing the flavor of the Mid-Autumn Festival.
VI. Effect prediction
If the promotion and related services are in place, the income will be at least 1.5 times of the usual income.
VII. Other suggestions
1. Equip a computer in the service hall and keep the information of some key customers at any time.
2. With the consent of customers, input the customer's information into the database (the key is the customer's name and mobile phone number) to serve the future promotion (this content can be refined later).
3. Do a good job of the hotel website as soon as possible. The website must be made by professionals. The domain name should be simple and easy to remember. The design of the webpage should reflect the characteristics of the hotel, with warm colors as the main color. It is best to have a big FLASH animation on the homepage, as well as news release system, online marketing system, customer message board, customer forum, employee entertainment and other aspects. Enhance the hotel's popularity through online marketing (the biggest advantage is a large audience and low cost).
The marketing plan of a five-star hotel
According to the current hotel situation, we should first establish the idea of "taking the market as the guide and taking sales as the leader"; In order to better carry out the sales work, make the marketing plan and marketing promotion plan, and gradually implement them in the work.
chapter I objectives and tasks
1. objectives and tasks of guest rooms: 11,111 yuan/year.
second, catering target and task: 11,111 yuan/year.
third, the starting and ending time: from a certain month to a certain month.
chapter ii situation analysis
1. market situation
1. in 2111, there were more than 11,111 hotel rooms in the city, and it is expected that 1~2 hotels will be opened one after another this year.
2. The competition will be fierce, and the phenomenon of "too many monks and too few porridge" will not be obviously improved, and the price reduction competition will continue.
3. The hotels that compete with our hotel for team market this year are:
4. The hotels that compete with our hotel for individual market are:
5. It is predicted that the team competition for the opening of new hotels will be more intense; The individual market remains balanced; The conference market has great potential.
2. Excellent competition and disadvantages
1. The three-star hotel has a good geographical location.
2. The old Samsung Hotel has a high reputation and a full range of rooms.
3. The catering and meeting facilities are complete.
4. Surrounded by high-star hotels, the facilities and equipment are renovated, but there is still a gap compared with the surrounding hotels.
Chapter III Market Positioning
As a mid-range tourist business hotel in the city, give full play to the advantages of the hotel's geographical location, catering and conference facilities, and aim at middle-level consumer groups: (1) domestic standard team. (2) Overseas tourism teams. (3) Mid-range individual business travelers. (4) Various meetings.
1. The tourist market is divided into:
(1) teams-local travel agencies and travel agencies outside the island (Beijing, Shanghai, Guangdong, Southeast Asia, Japan, South Korea, etc.)
(2) individual travelers-first in Haikou and surrounding areas, then outside the island in Beijing, Shanghai and South Korea.
(3) meetings-government departments, enterprises and institutions stationed in Qionglai and business companies inside and outside the island
II. Division of sales season
1. Peak season: 1, 2, 3, 4, 5, 11, 11 and February (including Golden Week months: 11, 2, Three months)
2. Average season: July and August
3. Off-season: June and September
3. Travel agency classification
1. According to the size of the group, it is divided into three categories: A, B and C
a: provincial China Travel Service, Neptune, Fengzhi, Folk and Shanhai International Travel Service.
class b: shenzhou travel agency, provincial travel agency, municipal travel agency, Tianya, yannanfei, air China, spring and autumn, oriental holiday, Tianma international travel agency, shenzhou, mingzhu international travel agency, Huaneng travel agency, etc.
class c: other.
* Set different travel agency team prices according to different categories
(1) Stabilize Class A customers and gradually increase Class A prices.
(2) Vigorously develop B and C customers and expand the proportion of B and C customers.
2. Overseas group travel agencies:
(1) Hong Kong market: China Travel Service, China Aviation Holiday, Conway Holiday and Key Tourism.
Land agency: Hong Kong and Macao International Travel Service, Haiwang International Travel Service and Shanhai International Travel Service
(2) Malaysia Southeast Asia Market
Land agency: Tianma International
(3) Singapore: Shanhai International Travel Service
(4) South Korea Market-Tropical Romantic Holiday Tour
Land agency: Shanhai, Hong Kong and Macao International Travel Service, Neptune, Pearl, Sightseeing, Leisure, Aviation Holiday, Nanshan Jinjiang, Wind Tour, Golden Coconut Wind, Folk, Hainan Airlines Business, Air China Style, etc.
Chapter IV Marketing Strategies in Different Seasons
In this chapter, different prices are set according to different months and golden weeks in the off-peak season, the proportion of teams and individual customers on a monthly basis, daily business income, monthly completion of tasks and work priorities in each month.
1. Peak season: 1, 2, 3, 4, 5, 11, 11 and February
★ October (31 days), March (31 days), April (31 days), October (31 days) and February (31 days) in 2111. Average room price: 181 yuan/room
C, monthly average room occupancy rate: 91%, that is, 161 rooms/day
D, daily income: 9666 yuan for team, 11948 yuan for individual passengers
E, and total income for five months (153 days): 3,153,942 yuan.
2. Strengthen conference promotion. 3. Strengthen business promotion and agreement signing.
4. Strengthen wedding promotion.
March, 2112:
1. Strengthen the promotion of meetings and business guests.
2. Strengthen wedding promotion.
3. "May Day" Golden Week-Room sales completed the promotion and reception plan in the middle and late March.
April, 2112:
1. Strengthen the promotion of conference and business guests.
2. Strengthen wedding promotion.
3. Strengthen the market investigation of May Day, and formulate the May Day promotion plan and the May Day group and party reservation.
4. Make a Mother's Day activity plan and promote it; Mother's Day-With the theme of "Love for Mother", we sell meals and rooms in combination.
(the second Sunday in May)
October and February p>2111:
1. Strengthen the market survey of the Spring Festival.
2. Strengthen conference promotion.
3. Strengthen business promotion and agreement signing.
4. Strengthen wedding promotion.
golden week months: 11, 2, 5 and 3 months
golden week and monthly income:
* October p>*2111 (31 days):
A "Eleventh" golden week: all seven days
1)2, 3, 4 and 5 days, and team: individual travelers. Scattering: 19141 yuan
2)1, 6, group: scattering =7:3, house price: group: 121 yuan/room, scattering: 221 yuan/room
Room rate: 91% or 161 rooms/day
Daily income: group: 13524 yuan. Scattered: 161 yuan/room
Room occupancy rate: 81%, that is, 143 rooms/day
Daily income: group: 11111 yuan, scattered: 6864 yuan
4) Golden Week income: 216,711 yuan
B Income for the remaining 24 days of the month: 494,736 yuan, < Average room price: 171 yuan/room
room occupancy rate: 91% or 161 rooms/day
Daily income: group: 9666 yuan, scattered: 11948 yuan
C, total income this month: 711436 yuan
d, work focus this month:
2. Strengthen wedding promotion.
3. Strengthen business promotion and agreement signing.
4. Work out a Christmas promotion plan with the Food and Beverage Department. Christmas-Christmas dinner. In early October, the Food and Beverage Department and the Sales Department completed the production of Christmas menu,
advertising, promotion, lottery game design scheme and environmental layout scheme, and all the work was gradually carried out.
5. Spring Festival-Guest Room, Family Dinner or New Year's Eve-Lantern Festival-Valentine's Day
(1) The food and beverage department completed the production plan in late October.
(2) The sales department and the catering department completed the advertising promotion plan and the environmental layout plan in late October, which can run through the Spring Festival, Lantern Festival and Valentine's Day.
* February p>*2112 (only 28 days in this month):
A Spring Festival Golden Week: all seven days
1)2, 3, 4 and 5 days, group: scattered =5:5
Room rate: group: 181 yuan/room, scattered: 281 yuan/room <
room rate: group: 151 yuan/room, group: 221 yuan/room
room opening rate: 92% or 165 rooms/day
daily income: group: 14,851 yuan, group: 14,521 yuan
3) 7 days, group: 3 = 7. Scattering: 6,864 yuan
4) Golden Week income: 236,614 yuan
B Income for the rest of the month: 432,894 yuan (21 days),
predetermined ratio: group: scattered =6:4,
House price: group price: 111 yuan/room, scattered average price.