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    1. 1. Integrated Project Principles of Marketing GROUP 4G. Suchet, V. Bogati, A. Schengen, H. Hahm, A. Knapp, S. Chukhlantsau
    2. 2. Table of Contents• Introduction to the property • 3 buildings• Target markets• Description of our proposal• Current marketing strategies• New marketing strategies offered by our proposal • its advantages & disadvantages• The purpose of the promotion and goals to achieve• The marketing budget and charts• Conclusion• References
    3. 3. Les Chalets des Mosses• three typical Swiss chalets in Col des Mosses, Canton de Vaud• in the heart of Swiss Alps and is easily accessible by car or train• operates 10 months a year• school groups, companies, families, individuals, (army)
    4. 4. Les Chalets des Mosses• three typical Swiss chalets in Col des Mosses, Canton de Vaud• in the heart of Swiss Alps and is easily accessible by car or train• operates 10 months a year• school groups, companies, families, individuals, (army)
    5. 5. • main building (47 rooms) • “Le Bivouac” café-restaurant • open to all clients • Mediterranean and Swiss cuisine • easy access to the slopes• provides service for private groups and events (24 rooms)• restaurant currently operates for catering these segments• Manager’s idea: create an Italian restaurant open it to public by winter 2014. • limited number of rooms (14) • very popular destination for little groups, ski camps or private events • industrial kitchen at the guest’s disposal
    6. 6. Target markets• the main geographically targeted segmentation: The European Union (80% Swiss, 5-5% from Germany, Hungary, France, Great Britain, Lithuania, and Bulgaria) (source: Assistant Manager, Patrick Evert)• school groups, families, individual guests, elder people• the destination additionally attracts the business segmentation (seminars, conferences and other business-related courses)• army when the hotel is closed
    7. 7. Target markets• the main geographically targeted segmentation: The European Union (80% Swiss, 5-5% from Germany, Hungary, France, Great Britain, Lithuania, and Bulgaria) (source: Assistant Manager, Patrick Evert)• school groups, families, individual guests, elder people• the destination additionally attracts the business segmentation (seminars, conferences and other business-related courses)• army when the hotel is closed
    8. 8. Description of our proposal• Restaurant Les Fontaines• Budget of CHF 500’000• charming Swiss wood furnishing• Le Bivouac offers international dishes; Italian restaurant 12 km away• features wouldn’t be useful to create an Italian ambiance / a popular and quality restaurant• change the manager’s original idea• with the use of local products - to specialize in Swiss cheese and “l’eau de vie” types• serving traditional food (fondue, rösti) with some international favorites (hamburgers, pastas, club sandwiches, pizzas) + any type of cheese from our fresh Swiss collection• the bar would provide10 different types of local spirits called “l’eau de vie” - meaning “water of life”
    9. 9. Marketing strategies• an organization concentrates its limited resources on the greatest opportunities to increase sales and to achieve a sustainable competitive advantage• the development of a successful strategy involves careful scanning of the internal and external environments.• final step: • to create a plan to monitor progress • and a set of contingencies if problems arise in the implementation of the plan
    10. 10. Marketing strategies• an organization concentrates its limited resources on the greatest opportunities to increase sales and to achieve a sustainable competitive advantage• the development of a successful strategy involves careful scanning of the internal and external environments.• final step: • to create a plan to monitor progress • and a set of contingencies if problems arise in the implementation of the plan
    11. 11. Current Marketing strategies• doesn’t currently have a strategy based on • tour operators have a high potential in the previously mentioned features selling different types of packages• the power of word of mouth advertising and • transportation from the airport, flight or train tickets the use of different distribution channels help the establishment to increase its sales • walk-in: 5% - naturally very low and its competitive advantage • not very common that guests end up in Les Mosses without confirmed accommodation• lot of loyal customers, who come back without any need of further promotion • marketing is crucial• a truck with its logo that is being driven around in Germany, but not on a regular basis• percentage of online distribution channels: Booking.com: 90%; Groups.ch: 5%; Swiss Trails : 3%; All others : 2%. • Booking.com - no link to Hotel Les Fontaines or La Sapinière • helps to save expenses - annual commission for each establishment: CHF 500-700 • other online distribution channels are German - will be an asset - owner would like to target more German customers
    12. 12. New Marketing strategies• focus on our current target market • with the use of modern marketing tools - reach new market segments• Affordable Method • simple, based on the level we think our company can afford • Total revenues - expenses; then decide how big portion of the remaining funds we would devote to advertising• improvement of the Les Chalet des Mosses’s official website • insert a slideshow to promote our different packages • before opening our new restaurant in Les Fontaines • place a countdown machine - promote the opening itself • the closer we get to ‘Vision 2020’, the more emphasis will be put on its promotion • advertise any renovations or improvements in the property: • implementation of a Wi-Fi system• keep current traditional marketing tools: newspapers, billboards, direct mailers • focus on the previously mentioned promotions • billboards: place some around and inside Les Mosses - work as promotional and guiding tools • start to collect a simple database of customer name, e-mail address and dates of stay• use the social media (Facebook) • improve the Les Mosses page and update • advertising on Facebook is relatively cheap - choice our of desired target market
    13. 13. Its advantages & disadvantages• advantages: • decreased costs, speed, modernity, area of spread • customers will be able to do detailed researches on our products and services• disadvantages: • no control of negative feedbacks • lower costs - lower quality• keep a balance between the traditional and modern marketing tools • not all our customers (elder segment) have access to internet or technology
    14. 14. Goals to achieve update our website and ASED Facebook page D ECRE S sim COST da ple tab as e increase RevPar & giverecognition to Occupancy our prosed % F&B outlet target the same type of customerswith the use of social media meet their demand enter new market segments
    15. 15. Marketing budget Current marketing costs: • CHF 3’500 - database management / website designer • Newspapers € 2,335.61 company • Advertising € 10,303.91 • manage our customer data • Advertising - local € 1,510.00 • take care of direct mails • Commission € 1,621.64 • website design and social media management • Representation costs € 2,067.29 • newspapers & local billboards - CHF 1’500 / CHF 1’000 • more efficient marketing strategies • able to lower our costs • keep the representation costs at the same levelAFFORDABLE METHOD Total forecasted revenue: CHF 2389447 Operating expenses: CHF 2144152 determine how ---------------------------------------------------- the resources will Total remaining funds: CHF 245’295 be spent on each Portion devoted for marketing: CHF 5’000 method
    16. 16. Marketing budget Current marketing costs: • CHF 3’500 - database management / website designer • Newspapers € 2,335.61 company • Advertising € 10,303.91 • manage our customer data • Advertising - local € 1,510.00 • take care of direct mails • Commission € 1,621.64 • website design and social media management • Representation costs € 2,067.29 • newspapers & local billboards - CHF 1’500 / CHF 1’000 • more efficient marketing strategies • able to lower our costs • keep the representation costs at the same levelAFFORDABLE METHOD Total forecasted revenue: CHF 2389447 Operating expenses: CHF 2144152 determine how ---------------------------------------------------- the resources will Total remaining funds: CHF 245’295 be spent on each Portion devoted for marketing: CHF 5’000 method
    17. 17. Marketing budget Current marketing costs: • CHF 3’500 - database management / website designer • Newspapers € 2,335.61 company • Advertising € 10,303.91 • manage our customer data • Advertising - local € 1,510.00 • take care of direct mails • Commission € 1,621.64 • website design and social media management • Representation costs € 2,067.29 • newspapers & local billboards - CHF 1’500 / CHF 1’000 • more efficient marketing strategies • able to lower our costs • keep the representation costs at the same levelAFFORDABLE METHOD Total forecasted revenue: CHF 2389447 Operating expenses: CHF 2144152 determine how ---------------------------------------------------- the resources will Total remaining funds: CHF 245’295 be spent on each Portion devoted for marketing: CHF 5’000 method
    18. 18. Marketing budget Current marketing costs: • CHF 3’500 - database management / website designer • Newspapers € 2,335.61 company • Advertising € 10,303.91 • manage our customer data • Advertising - local € 1,510.00 • take care of direct mails • Commission € 1,621.64 • website design and social media management • Representation costs € 2,067.29 • newspapers & local billboards - CHF 1’500 / CHF 1’000 • more efficient marketing strategies • able to lower our costs • keep the representation costs at the same levelAFFORDABLE METHOD Total forecasted revenue: CHF 2389447 Operating expenses: CHF 2144152 determine how ---------------------------------------------------- the resources will Total remaining funds: CHF 245’295 be spent on each Portion devoted for marketing: CHF 5’000 method
    19. 19. ChartsCHF$14,000.00$CHF$12,000.00$CHF$10,000.00$ CHF$8,000.00$ CHF$6,000.00$ 2012$ CHF$4,000.00$ 2013$ CHF$2,000.00$ CHF$0.00$ s$ g$ $$ $ a$ s l er st ca in i ed $co ap s lo r7 l $M $ p on g$; ve ws cia 7 in Ad Ne ta s So r7 en ve es Ad pr Re
    20. 20. Conclusion• the current situation is not very advantageous for the property • number of online channels used is high • but it is not the best way to promote the property• change online marketing • build a simple database • improving the website - allow customers to book directly there • result in less costs (no commission fee) • help to build the data management system for returning customers• little but appropriate changes - the company’s recognition could be increased easily
    21. 21. References• (n.d.). Retrieved March 15, 2012, from Les Chalets des Mosses: http:// www.leschaletsdesmosses.ch/• Armstrong, G., & Kotler, P. (2011). Marketing - An introduction (Vol. 10). Harlow, England: Pearson Education Limited.• Christ, S. (n.d.). Traditional Marketing Promotion Tools. Retrieved May 1, 2012, from eHow: http://www.ehow.com/info_7832469_traditional-marketing- promotional-tools.html• Evert, P. (2012, March 12). Assistant Manager of Les Chalets des Mosses. (A. Schengen, Interviewer) Les Mosses, Switzerland.• Schmidt, A. (2012, May 1). Website management - http://www.nmf.ch/. (V. Bogati, Interviewer)• Traditional Marketing Tactics. (2011, February 12). Retrieved May, 2012, from Mind Power Marketing: http://www.mindpowermarketing.com/traditional- marketing-tactics/

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