The windsor

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Trabalho realizado no Central Institute of Technology Perth Australia

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The windsor

  1. 1. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia Tiago Antonio Ferreira da Silva Central Institute of Technology CERTIFICATE IV MARKETING
  2. 2. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia ASSESSMENT 4 : Agenda • Open • Strategic Plan • Mind Map • Timetable • History • Mission, Vision & Values • Situation • Demographic data south Perth • PEST & SWOT • The most attractive market • Questionnaire • Needs and Preferences • Smart Objectives • Strategies • Repositioning • Gantt Chart • Budget • ROI
  3. 3. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia Do you know that….
  4. 4. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia While you sleep ZZZZZZ….
  5. 5. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia More than ….. 3000
  6. 6. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia HAVING FUN…..
  7. 7. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia Sometimes…. WITH FRIENDS
  8. 8. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia Sometimes…. WITH GROUP OF FRIENDS
  9. 9. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia Sometimes…. WITH BOYFRIEND
  10. 10. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia Sometimes…. YOU can FIND a person who will change your life.
  11. 11. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia Strategic Plan • OPPORTUNITIES •TRENDS •STRONGNESS •WEAKNESS 1. Business Characteristics (BUDGET) and (Gantt Chart) ROI 2. Strategical Analisys External Enviroment Internal Enviroment Variable Key factors of success External 3.Strategy OBJECTIVES SMART GuidelineStrategies •PEST ANALISIES Internal ACTION CORE BUSINESS Vision Mission ObjectivesValues
  12. 12. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia Reports, PapersReports, Papers Governments data,Governments data, Australia BureauAustralia Bureau StatisticsStatistics SURVEYSURVEY SOUTHSOUTH PERTHPERTH DATADATA SOUTHSOUTH PERTHPERTH DATADATA ABSABSABSABS The Windsor HotelThe Windsor Hotel Desk researchDesk research Mind Map knewsknews Meeting CathyMeeting Cathy PEST and SWOTPEST and SWOT analysisanalysis
  13. 13. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia Timetable Assessment 4 Monday Tuesday Wednesda y Thursday Friday Saturday Sunday 2/4/2012 3/4/2012 4/4/2012 5/4/2012 6/4/212 7/4/2012 8/4/2012 holiday holiday holiday holiday holiday holiday holiday 16/04/2012 17/04/2012 18/04/2012 19/04/2012 20/04/2012 21/04/2012 22/04/2012 23/04/2012 24/04/2012 25/04/2012 Activity one 27/04/2012 28/04/2012 29/04/2012 29/04/2012 30/04/2012 1/05/2012 2/05/2012 3/05/2012 4/05/2012 5/05/2012 6/05/2012 7/05/2012 8/05/2012 9/05/2012 10/05/2012 11/05/2012 12/05/2012 13/05/2012 14/05/2012 15/05/2012 Activity 2 16/05/2012 Activity 2 18/05/2012 19/05/2012 20/05/2012 Activity 3 22/05/2012 23/05/2012 24/05/2012 25/05/2012 26/05/2012 27/05/2012 Presentation
  14. 14. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia The Windsor History • The Windsor was built between 1895 and 1898,by JJ Talbot Hobbs. • Owned by Ogden family. • Mixes historic and charm. • First pub in Perth • South Perth
  15. 15. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia The front bar, café & garden bar, bottle shop Front bar: Beer, diversified menu and music Café and restaurant: Good meal, wood-fired pizza and beer Bottle shop: Beer, wines and others.
  16. 16. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia Core Business The Windsor Core business is food and bavarage. Mission “ Take pride in making excellent food and providing a good service to our success future .” Values Happiness, Respect and Dignity The Windsor Hotel aims to be recognized as the best PUB which mixes historic and contemporary chic Vision Key factors of success High standard of quality in food and Customer Service
  17. 17. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia Situation: • Internal data show that on weekdays Monday, Tuesday and Wednesday the drop in turnover has been very significant. Hypothesis First: Confirm if customers do not go to a pub on weekdays. Second: Confirm if the specific attributes friends, people and quality of beer are important.
  18. 18. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia South Perth demographics data Source: www.abs.com.au, 2012
  19. 19. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia •Drink and drive. •Drink only two glasses per day. •Policy towards employment •Drink and drive. •Drink only two glasses per day. •Policy towards employment •Unemployment,taxes,services fee,tips,interests. •Domestic food and drink consuption. •Unemployment,taxes,services fee,tips,interests. •Domestic food and drink consuption. •Creation of new group of beers light beers and mid- strength. •New taps beers providing adequate gas and water. •Discoveries and development of new products •Creation of new group of beers light beers and mid- strength. •New taps beers providing adequate gas and water. •Discoveries and development of new products •Health •Not goodwill moral, ethical , discrimination, •diet changing the customer preferences. •Attitude to binge drinking and to responsible drinking. •Health •Not goodwill moral, ethical , discrimination, •diet changing the customer preferences. •Attitude to binge drinking and to responsible drinking. PEST Analysis
  20. 20. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia Tradition Location Good meal Different environment Tradition Location Good meal Different environment The Raffles Customers who live in the north of the river. The Raffles Customers who live in the north of the river. Expensive Staff not friendly No live band No promotion Expensive Staff not friendly No live band No promotion South Perth is a huge area Live band Promotion according to the target market South Perth is a huge area Live band Promotion according to the target market SWOT Analysis
  21. 21. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia The most atractive market Who: Man and Woman, Australian Citizenship. Age: 25 to 54 years old Marital Status: Never married and Separate or divorced Single Labour Force: Employed full time or employed part time Median Individual Income($/weekly) 700 AUD Where: South Perth and 5 kilometres range When: After work day ( Monday, Tuesday and Wednesday ) Why: To relax after a work with friends How: Joining The Windsor on weekdays What: Entertainment and leisure
  22. 22. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia The most atractive market: The Hunters Who: Man and Woman, Australian Citizenship. Age: 25 to 54 years old Marital Status: Never married and Separate or divorced Single Labour Force: Employed full time or employed part time Median Individual Income($/weekly) 700 AUD Where: South Perth and 5 kilometres range When: After work day ( Monday, Tuesday and Wednesday ) Why: To relax after a work with friends The Hunters: Young, single,good income wish fun and hapiness
  23. 23. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia Questionnaire on line survey First hypothesis was confirmed!
  24. 24. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia Questionnaire on line survey Second hypothesis was confirmed!
  25. 25. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia Questionnaire on line survey
  26. 26. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia The Hunters: Needs and Preferences • A parking • Good music • Young people • Beer • Nearby The Windsor • Dancing music • Group of ladies and girls • Many kinds of cold beer. NeedsNeeds PreferencesPreferences
  27. 27. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia Objectives Grow by 30% in profits and to double customers on weekdaysGrow by 30% in profits and to double customers on weekdays By increasing profit after and before the investiment.By increasing profit after and before the investiment. Providing six promotional strategies according to the target market necessities.Providing six promotional strategies according to the target market necessities. YesYes 5 June – 28 August 20125 June – 28 August 2012 SPECIF SPECIF Measurable Measurable Activeable Activeable Realistic Realistic Time Time
  28. 28. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia Strategies: Target market “The Hunters” Promotion Every Tuesday a live band and happy hour 8 to 9, local beer and pizza half price. Ladies night: cocktail 50% off Website and Facebook Flyers Word of mouth Endo marketing Price Half price during happy hour / discounts. Place The Windsor: Front bar and Garden bar. Product/Service Beer, pizza and music GAP Who lives north of the river. Non-drinkers Who not like pizza
  29. 29. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia Strategic Positioning “ It just sounds fancy ”.beforebefore
  30. 30. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia Strategic Positioning “ It just sounds fancy ”. Repositioning… “ Friends, fun and fancy ”.afterafter
  31. 31. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia Gantt chart Activity DATE May,2012 june,2012 july,2012 ausgust,2012 5 11 18 25 5 12 19 26 3 10 17 24 31 7 14 21 28 Promotion Period first tracking 1.Live Band with happy hour Local beer and pizza 50% off 2.Ladies night cocktail 50% off x x x 3. Insert eletronic media facebook and webpage. 4.Contract 5000 flyers A6 5.Endo Marketing Tshirts for staff work on weekends 6.Approval from the owners
  32. 32. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia Budget Budget per Month Activity - First Tracking Actual Budget Difference 5000 1.Live Band twice a month aud 800 x 2 1600 1.1 Dj twice a month aud 250 x 2 500 2.Ladies night cocktail 50% off, aud 7 each x 100 700 3.Update webpage and facebook 50 4.flyers 3000 (pcs) 700 5.Endo Marketing - 30 tshirs 600 Total 4150 850
  33. 33. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia Return on Investment - ROI
  34. 34. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia Reference • Australian Bureau of Statistics,2006, from Australian Bureau Statistics,Retrieved on 25 April 2012 frm: www.censusdata.abs.gov.com • Australian Government,2012,Citizenship,Retrieved on 25 April,2012 from:http://www.abs.gov.au/AUSSTATS/abs@.nsf/mf/4832.0.55 • About Australia Food and Bavarage,2011, Food and Bavarage,Retrieved on 25 April 2012 from: http://www.austrade.gov.au/Food-and-beverage/default.aspx • The city of Perth,2012, Occupation,Retrieved on 24 April 2012 fromhttp://www.southperth.wa.gov.au/Our-City/History-of-South-Perth/ • The Windsor Hotel,2012 The Windsor,Retrieved on 30 April 2012 from: http://www.windsorhotel.com.au/functions.html
  35. 35. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia The Windsor

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