1. Hotel S Souvenir Shop
SEM005
Cheng Yee Wing, Emily 11061912D
Cheung Ka Wing, Gloria 11025437D
Yip Wai Ching, Leo 11099525D
Yu Tsz Yan, Francesca 11141982D

2. Objectives:
Provide comprehensive and convenient service
 add value to the guests’ experience
Add promotional value to Hotel S
Missions:
Our fundamental purpose:
give chances for the design students of PolyU
to design the souvenirs
to win the scholarships
Our main focus:
gain maximum profits with lowest operational
cost

3. Customers Analysis
Online souvenir shop: convenience
- match the needs of business travellers
36% Hotel S guests: for business trips and
meetings
>80% guests use online to do reservation
- accept the usage of online technology
<8% guests recognize ‘HK = country of
residence’
- others are interested in HK culture

4. External Environment -
Macroenvironment
Demographic
Trends:
‐ Tourists from countries of all around the world choose
Hong Kong as their destination
‐ Some even chose to live in Hong Kong
Opportunities:
‐ Most Hotel S guests came from different countries
‐ Interested in a new and different culture
‐ Hotel S guests have great purchasing power

5. External Environment -
Macroenvironment
Social-cultural
Trends:
‐ Concerning about quality of life
‐ Mice tourism becomes popular
Opportunities:
‐ Hotel S is a stylish hotel, helps the store to sell stylish
products
‐ Hotel S has many businessmen, they have stronger
purchasing power
Threats:
‐ Some people do not have much confidence on on-line
souvenir shop

6. External Environment -
Macroenvironment
Technological
 Trends:
‐ Developed online system
‐ Online shops become popular
‐ More companies establish webpage
Opportunities:
‐ Do not have to face high rental cost
‐ Free- assess to online souvenir shop
Threats:
‐ Technical problems during operation
‐ Losing guests’ personal information

7. External Environment -
Microenvironment
1. Suppliers
 Products of the online souvenir shop are
designed by the design students of PolyU
 opportunity to our business
 cut cost for employing designers
 unique products
 Outstanding designs
 awarded with scholarships
 selected to make mass production

8. External Environment -
Microenvironment
2. Publics
Opportunities
‐ Hotel S is gaining its reputation
→has got several prizes in the hotel industry
‐ Recognized in TripAdvisor's Traveler's Choice Awards
→more customers would be interested in staying at
Hotel S
→increase the possibility of buying our online
product

9. External Environment -
Microenvironment
3. Customers
People or organizations purchase a company’s goods and
services
Business and meeting :36% of the main purpose of trips (29
Apr - 31 Oct 2011)
second highest
Opportunities
Our target customers are business travelers
Rush
More convenient for them
- an online souvenir shop
- trolleys selling souvenirs
- leaflets
- a display cupboard
Highly increase the convenience for guests

10. External Environment -
Microenvironment
4. Competitors
Both opportunities and threats to our business
Opportunities
i. Webpage - get all information (price & materials)
lot more convenient
ii. Trolleys - selling the souvenirs
iii. Displaying cupboard
give understandings on what the real products are
Threats
Without a physical shop
→no sales to sell the products
→customers cannot enjoy a face-to-face buying
experience

11. Competitive Analysis
Make sure our souvenir shop gian more
market share and high reputation
product form competition
product category competition
general competition

12. Product form competition
Choose an online souvenir shop: W Hotel
Online product + high reputation
Strengths: 1) high reputation
2) diversifaction of product
3) advertisement
Weakness: Only show the price in US dollar
Competitive advantage of Hotel S: not only
fashionable but also innovative+ uniqueness
( co-operation with PolyU design student )

13. Product category competition
Similar product: business, innovative, HK
charactristic product
HK gift shop, gift shop at Avenue of Stat and
Peak, Log-On
Strengths: high accessibilty, famous attraction,
high reputation brings confidence
Threat: high rental cost in HK
Competitive advantages of our online-shop:
Mix business style, HK style to create an
innovative product

14. Competitors
General Competition
Shops in Harbour City
Reason for choosing Harbour City:
• Largest shopping zone in Hong Kong
enormous scale
• Convenient location to Hotel S
attract our hotel guests to purchase their
products
- MaBelle and Links of London (Jewelries & accessories)
- Cartier (Watches)

15. Competitive advantage of our online
souvenir shop
Habour City
takes relatively longer time for tourists to
shop all over the shopping zone.
Online souvenir shop of Hotel S
the well-organized webpage
uniqueness and special designs

16. Product
Two types of products
1. Innovative Products
2. Hong Kong characteristic souvenir
Innovative Product Product with HK characteristics
USB Flash Drive Printed T-shirt
-with special appearance -with HK related words or pictures
Pen Pillowcase & Bed Sheet
-with special appearance or multi-usage -with HK related words or pictures
Office Stationary Bottle & Mug
-e.g. special shape memo pad/ calculator -modern-feel shape with HK related
words or pictures
Computer Product Ornament
-e.g. special shape mouse -HK building/attraction
Smart Phone Case
-with fancy shiny stone

17. Product
Trend: Adopting a more active role in the
protection, preservation and conservation of
the environment
→green product: attractive
Using Environmental friendly material
-e.g. bio-degradable/recyclable plastic
recycle paper

18. Product
∵Sell some unique products
Launching a competition for the students of
PolyU School of Design
Students: Win Scholarship
Our Shop: Gain Unique Design
→ Competitiveness↑

19. Price
Set middle to relatively higher than the
market
Sell premium products and services
Two pricing strategy:
Competition-based Pricing
Price-bundle Pricing

20. Competition-based Pricing
• Customers would compare the price and value
• Do research on the price level on competitor
• cannot set the price which diverges from
other competitors
• Can maximize the profit
Product-bundle pricing
• Our hotel guests can enjoy the discount to buy
our souvenirs

21. Place
Delivery
Hotel S guests
‐ Room delivery service
‐ Can specify the time of receiving the products
Not Hotel S guests
‐ Pay extra money for the delivery charge
‐ Depend on the distance between the products
receiving countries and Hong Kong

22. Place
Display Cabinet
Place a display cabinet showing our real
products in the front desk counter
Draw guests’ attention and raise their
interested
Increase the chance of surfing on our website

23. Place
Trolley Service
Tackle the problem of guests can not see the
real products
If the guests needed, our staff would show
the product trolley to their room and see the
real products

24. Promotion
1. Pop-up advertisements in Hotel S homepage
hotel website: 41% of the reservation
channels
placing advertisements on Hotel S website
will be an effective way
Advertisements will pop up on the hotel
website
more efficient than just placing the
advertisements on the hotel website

25. Promotion
2. Sales promotion by Front Desk staffs
front desks staffs
- distribute promotion leaflets
- sell and promote the online souvenir shop
display cabinet located near the front desk
guests are able to have a quick look of the
products
recycle paper
wish not to damage the environment due to
the paper used for printing

26. Promotion
3. Discounts
4. Direct mails
Direct mails will be sent to the guests who have made
reservation
→more specific to our target customers
5. Television in hotel room
A program specialized in the television of the guestrooms
→advertisements or short video
→providing information and promoting the online
souvenir shop
No paper leaflets
Because of environmental reasons

27. Marketing Budget
Expenses For Opening Monthly Expenses
Webpage Design($2000) Server($468)
Video Clip Design($1000) Product($4000)
Scholarship($60000) Salaries($18600)
Copyright Fee($14945) Leaflets($300)
Trolley($3900)
Cabinet($700)
Total for 1 year : ~HKD360,000

28. Marketing Budget
Estimated Sales Revenue
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1st 2nd 3rd 4th 5th 6th 7th 8th 9th 10th 11th 12th
 Aim T Gaining huge profits
R Adding value for customers’ experience
- Keeping 3-4% revenues growth rate each month
Total for 1 year : ~HKD430,000

29. Marketing Control
*Sales Analysis
Measure month-to-month percentage growth
of sales and hotel guests to buy
3-4% sales growth
At least 10% hotel guests buy our product

30. Marketing Control
*Feedback from Customers Satisfaction survey
Measure the degree of share of mind and heart
Conduct an online questionnaire
Offer coupons and gifts to encourage customers
to do the survey
Set the target: 80% customers are satisfied

31. Marketing Control
Actions to deal with when targets
cannot be met
Put more emphasis on promotion
Set a Facebook Fans page
Deliver updated information of the product
Increase the growth rate back to our
standard level