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- 1. HTM 2121TOURISM AND HOSPITALITY MARKETING Yiu Chi Pang, Jacobs 11199684D Lam Chi Yin,Janet 11096323D Choi Mau Ying Uny110342839D Papa
- 2. FLOW OF PRESENTATION External Environment Competitor Analysis Opportunities and Threats Business Concept and Objectives Target market Market Positioning Marketing Mix Milestone Marketing Budget Marketing Control
- 3. External Environment 1.Demographic trend -visitor arrivals broke the record 2.Economic trend -global GPA has increased by 3.3% 3.Ecological trend -supply of raw material -supply of renewable energy 4.Technological trend -Smart phone, renewable-energy machines, E-shop 5.Social-cultural trend -visitor explore more local culture
- 4. Competitor Analysis • Culture Museum • Green products • Cultural • Comfortable characteristic products • Raw material and • Reasonable price wood • Simple design • Highest price G.O.D. Emoi Yue Hwa Muji • Traditional Chinese products • Organic products • Special products • Relatively low • Not up to date price • Lowest price • Simple products
- 6. Opportunities and Threats Suppliers Marketing Customers intermediaries Publics Competitors
- 7. Opportunities Threats Suppliers: ↑supplier of ↓raw materials& renewable raw energy materials (Example: ↑cost &wages Dynamic Energy Alliance recycles the useless tire into raw materials (Dynamic Energy Alliance 2011). Customers: ↑ international attention to Hong Kong culture (Example:Echoes of the rainbow won the Crystal Bear award at the Berlin Film Festival in2010)
- 8. Opportunities Threats Suppliers: ↑supplier of ↓raw materials& renewable raw energy materials (Example: ↑cost &wages Dynamic Energy Alliance recycles the useless tyre into raw materials (Dynamic Energy Alliance 2011). Customers: ↑ international attention to Hong Kong culture (Example:Echoes of the rainbow won the Crystal Bear award at the Berlin Film Festival in2010)
- 9. Opportunities Threats Competitor Combine green and Competitors have HK culture greater variety of The design of our products and more competitor is too distribution channel simple- more creative design Marketing internet widely- Older generation may intermediaries used distribution not know how to use channel the internet Online shop , advertisement online
- 10. Opportunities Threats Publics More environmental groups Examples: Green Peace To sell green products
- 11. Business concept & Objectives • Trendy ,modern products with stylish designs • Aim: increase publicity & profit of Hotel X • Focus: promote Hong Kong culture though our design • Hotel X: environmentally friendly approach • Promote Hong Kong culture , environmentally friendly. • Objectives of our business : increase 15%of the sales revenue at the end of the second year of operation.
- 12. Target Market Analysis of our target market: •Guests of Hotel X: Place of residence:Australia (10%) ,USA(10%) Occupation: manufacturing (15%) and trading industry (14%) Purpose of the trip: leisure (51%) business or meeting (31 %) Reservation channel used : internet , hotel website (41%) Online booking website (40%) usually make use of the internet ( statistics provided by Hotel X 2011) • Impressed by the technological advance & minimalist design like the - they also like the design that can represent Hotel X’s characteristics (tripadvisor.com 2012)
- 13. Positioning X X’s
- 14. MARKETING MIX
- 15. PRODUCT Product : anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. 1. Unique selling point – traditional Hong Kong culture Small quality clothing: Seasonal Products products: e.g. Male “tang suit” e.g. Lunar New Year : e.g. keychain, Female Chinese T-shirt with magnet, traditional style Chinese wordings photo frame
- 16. 2. Unique selling point – use of renewable raw materials shopping bags Cosmetic Clothing
- 17. 3. Unique selling point – technological products complement alumni to design products of Apple the cases : Competitive e.g. iphone and ipad advantage case
- 18. show that all of our products are made in Hotel X attract more customers from all around the world
- 19. SERVICE • X real physical shop • Main selling channel : 24 hours hotline deliver service
- 20. PROMOTION 1. Online Promotion own official website: describe our products group buying: cooperate with GROUPON and BEECrazy offer some discount
- 21. 2) Direct Mailing send a direct mailing to the guests order some products 3) Advertising newspapers and magazines e.g. Umagazines and Weekend weekly
- 22. 4) Sale Promotions 20% off to guests who are staying in Hotel X discount to all guests during Hotel Icon’s anniversary. 5) Personal selling specialists to up sell our products in the concierge order the products there and some stuff may deliver their order to their room directly 6) Public Relation organize different events throughout the year lucky draw during Christmas and New Year E.G up to $1000, lucky draw and win our prize
- 23. PRICE • Determinants: product cost & competitors’ selling price • High quality raw materials & high cost technology to recycle • Psychological pricing strategy $500-$1000 • Special sales promotions: 20% off discount
- 24. PLACE • Online shop Mail delivery • Marketer promoting products around Hotel X • Brochures at everywhere: concierge, dining tables … Room delivery
- 25. IMPLEMENTATION MILESTONE Milestone Start Date End Date Budget Evaluation Method Advertisement 1st May 2012 30th April 2013 $17,000 Sales Record (Magazines) (More frequent in the first three months and seasonal events) Online 1st May 2012 30th April 2013 $12,000 Online Sales Management Record Promotion 1st May 2012 30th April 2013 $216,000 Specialists’ Sales Specialists Record Seasonal Events Lunar New Year, Easter, Summer and $40,000 Sales Record Christmas
- 26. MARKETING BUDGET
- 27. SALES FORECAST • In the beginning: lower purchase rate • Seasonal events: higher demand • Technological products: more popular “Cheongsam Festival Featured Recycled Technologica ” “Tang Suit” Products Accessories Products l Products $1000 each ($500 each) ($500 each) ($1000 each) ($500 each) January $7,000 $3,000 $3,000 $40,000 $45,000 February* 16,000 4,000 4,000 60,000 80,000 March 10,000 5,000 5,000 40,000 45,000 April* 24,000 6,000 6,000 100,000 120,000 May 15,000 5,000 5,000 60,000 80,000 June 15,000 5,000 5,000 60,000 80,000 July 15,000 5,000 5,000 60,000 80,000 August* 20,000 6,000 6,000 100,000 120,000 September 15,000 5,000 5,000 60,000 80,000 October 15,000 5,000 5,000 60,000 80,000 November 15,000 5,000 5,000 60,000 80,000 December* 28,000 6,000 6,000 100,000 120,000 Total $200,000 60,000 60,000 $800,000 $1,010,000 Total Expected Sales Revenue: $2,130,000
- 28. MARKETING EXPENSES FORECAST • In the beginning: heavier advertising expense (3 months) • Seasonal events: more advertisement • Marketers: two x $9000 per month Magazine Online Employ Seasonal Events Advertisement Management Marketers January $2,000 $1,000 $18,000 $-0- February 2,500 1,000 18,000 10,000 March 1,500 1,000 18,000 -0- April 2,000 1,000 18,000 10,000 May 1,000 1,000 18,000 -0- June 1,000 1,000 18,000 -0- July 1,000 1,000 18,000 -0- August 1,500 1,000 18,000 10,000 September 1,000 1,000 18,000 -0- October 1,000 1,000 18,000 -0- November 1,000 1,000 18,000 -0- December 1,500 1,000 18,000 10,000 Sub-Total $17,000 $12,000 $216,000 40,000 Total Expected Marketing Expense: $285,000
- 29. MARKETING CONTROLS • Regular control and monitoring work Room for improvement? • Planning • Measurement Statistical reports, mystery shoppers’ reports … • Corrective action Training programme, fire staff, revising standards … • Evaluation
- 30. THE END Thank you !!