By: - Kenton Dennis Mcelhone Wu - Wong Yi Kee - Yung Ka Ching - Chan On Ying - Wong Pok Yan Sem 008 Group D

1. HTM 2121
Tourism and Hospitality Marketing
Marketing Plan for Souvenir Shop at
Hotel X
Seminar 008 Group D
Yung Ka Chung Kathryn 1101363d
Kenton Dennis Mcelhone Wu 11500860d
Wong Pok Yan 11346396d
Chan On Ying 11323372d
Wong Yee Ki 11121746d

2. Situation
• To set up a Souvenir/Gift shop at Hotel X and
to create a marketing plan for it for the next
12 months.

3. Objectives and Goals
• To create and share the local Hong Kong culture and Hotel
X through its services and products to all business and
family travellers.
• To strengthen the relationship between hotel X and its
guests through the unique services and products offered.
• To an extent create and increase the revenue of Hotel X.

4. Macro-Environment Analysis
1. Demographic Environment in Hong Kong
•Majority of visitors in 2011: 15.9% business, 60%
leisure travellers.
•Increase in visitors ratings for hotels and the value
of shopping.

5. 2. Social Cultural Environment in Hong Kong
•Various languages, ethnicities.
•Popular culture of Hong Kong are staying up to date
with trends.
– Materialized lifestyle
– Bright colours and images in specific locations for
promotion.
– Producing and retailing trendy and a variety of
products.

6. 3. Technological Trends in Hong Kong
•Purpose: To increase the revenue by investing in
technology to increase products and brands popularity.
•Benefit by increasing the accessibility of purchasing
products.
•Challenge in investment/short term costs.

7. 4. Economic Environment in Hong Kong
•6% inflation in Jan, 2012; decreased by 2% since
June of 2011.
•GDP increase 5.8% in 2010.
•Increase in spending; shopping (42%) and hotel
bills (36%)

8. Micro-Environment Analysis
1. Competitors
•2 kinds of competitors
C.Product competition
– Offer such products as room, bathroom amenities,
utensils, body products, apparel and accessories,
chocolates, coffee, cookies, etc.
– Products are similar, create an image of there own
hotel i.e. premium culture.

9. Competitors
B. Product from category competition
– Numerous High tariff A hotels and shopping malls
in Hong Kong
– Not directly sell similar products, but they may
attract customers to spend and purchase
products.
– Due to changing trends, they may purchase from
shopping mall like hotels.

10. 2. Target Customers
Business Leisure
Travellers Travellers
Major guests of 38% 36%
high tariff A
hotels
Hotel X guests 36% 51%
Activities in HK - No. 6 No. 19
Purchasing
souvenirs
Disposable $8,000 HKD $7,500 HKD
income of guests

11. 3. Suppliers
•The major supplier – Hotel X and its wholesalers
-> because we are promoting Hotel X’s culture
•Other suppliers - Bamboo Garden, Greens park
-> for unique and trendy products.

12. 4. Intermediaries
•Travel agents, magazines, specific tourism and
hospitality websites.

13. Products

14. Products

15. Products
Dim Sum shaped
music box
Eco-friendly paper
speakers

16. Products

17. Products

18. Products

19. SPECIAL Products
Pot Plants
Bamboo Charcoal
Products

20. Pricing
1. Cost-plus pricing approach
Unit cost = Variable Cost + Fixed cost / Unit Sales
- For Touch products and existing Hotel X products
Eg. aromatherapy, spa amenities, coffee capsules
Reasons
- simplest pricing approach
- can make use of existing pricing by Hotel ICON as pricing
reference

21. Pricing
Cost-plus pricing approach
Mark up price = Unit cost/ (1-desired return on sale)
- For non-existing Hotel X products
Eg. pot plants, paper speakers, Dragon Beard Candy
Reasons
- with the use of suppliers quotations as references
- ensure gaining of desired return on sale

22. Places
1. Physical Shop – Lobby Area
Advantages
- Highest traffic of people
- Easily attract customers to
enter and browse the shop
- Create employee-customer
relationship
- Add value by reducing
intangibility of products
- Create memorable
customer experience

23. Places
1. Online Shop
Advantages
- Take advantage of tech savvy
customers
- Ease in transaction
- Convenience
- Generate revenue that could
cover the expenses of setting up a
website & earn profit

24. Promotion- In-house Promotion
Indoor billboards
Advertisement in elevators

25. Promotion- In-house Promotion
Discount Coupons
- During check-in
- After each purchase
In-room promotions

26. Promotion- To the public
Media Advertising
Using billboards and banners
Using the Internet

27. Implementation Milestone

28. Marketing Budget – Sales Forecasts
Feb 12 Mar 12
Touch units sold 35 20 1. Divided the monthly sales
Sale price @unit $200 $200
Total $7,000 $4,000 into 7 categories
Sight units sold 35 20
Sale price @unit $112 $112
Total $3,920 $2,240
2. Calculate mean selling price
Scent units sold 35 20
Sale price @ unit
Total
$240
$8,400
$240
$4,800
for each category
Sound units sold 35 20
Sale price @unit $100 $100
Total $3,500 $2,000
Taste units sold 120 50
3. Estimate the sales volume
Sale price @ unit $55 $55
Total $6,600 $2,750 based on seasonality
Taste – High End units sold 50 20
Sale price @ unit $800 $800
Total $40,000 $16,000
Special units sold 35 20
Sales price @ unit $93 $93
Total $3,255 $1,860
Monthly Totals: $72,675 $33,650

29. Marketing Budget – Expenses
Promotion
Digital Poster 6,189
Billboard 12,379
Booklet 12,379
Website design 6,189 -Marketing expenses
Public Advertisment 6,189 are divided into 3
Commission for travel agent 12,379
Coupons 6,189 parts:
Total Promotion Expenses 61,892.5
1. Promotion
2. Product
Product
Product development 61,892.5 Development
3. Research
Research
Research fee 9,283.9
Total marketing expenses 133,068.9
Precentage
Precent of Sales 22%

30. Marketing Control
• Net Income and Net loss will be a big factor in
deciding whether there is a success.
• Use of a break-even analysis.
• Feedback from customers, staff, and
intermediaries.

31. Thank you for watching!