marketing plan最终.doc

Abstract Children are the countrys future. Children Day is not just a holiday for children ,also a holiday for parents. There are many excellent business opportunities. International Children Day,Not only can bring popularity,but also can promote the sales of related products. Its good to establish a best corporate image In order to express congratulations for children, our hotel launched a series of promotions, improving adults consumption, get hotels name known in surrounding.Marketing purposesBy this opportunity to improve hotels popularity and reputation, enhance economic and social benefits.Analysis of marketing environmentThe Grand Beach Hotel is located in Beihai in Guangxi Beihai Class 4A National Tourist Resort. The hotel is beside the “Silver Beach and the Asias most large musical fountain. It has the elegant environment and convenient transportation. There are many buses can come here, and Coastal highway is in front of the hotel.Analysis of Market There are a few class5 hotels in Beihai, like Shangri-La Hotel which is ordered to entertain guests by the government. But in recent years, but it is fading.In recent years, a large number of low-end hotel and Small guesthouse-style hotels are rising. Though the scale of the guesthouse-style is smaller, but decor is not bad, the configuration is also good; they can be the three-star. Analysis of consumersConsumer groups: children to old men Demand: food and drink, entertainment, living, parking, message; adequate sanitation, fresh and delicious food, courteous service and so on.Strength1、Convenient transportation2、A big market: A large number of tourists come to the silver beach, and the local residents are come to the beach as everyday as they can.3、Proper price: we have different stages of price to different consumer groups. 4、High-quality of food raw material: While most the other hotels produce the food products with chemicals which is harmful for peoples healthy and environment in the long run, the hotel absolutely use green fresh raw materials without additives, especially the sea food. Because the location is excellent that we can buy the raw material from the fish man or the cargo ship.5、Close distance to the Silver Beach and the port to Weizhou Island.Weakness1、There are many hotels at the seaside, so we have so many competitors.2、We all have the similar food products and other service.3、There are many snack stores and restaurants. The prices of them are lower than hotel, and some of them provide shower and parking for free. ProductChildren happy meals Package design: This package design based on nutrition, in the form of selling packages in the hotel ballroom. The package type are divided into the following:1、 Nutrient package of happy children88 yuan 2、 Nutrient package of golden age-188 yuan 3、 Nutrient package of succeed-288 yuan4、 Buffet dinner-28 yuan per personDiscount 1、 Ordering the children menu whose have a chance to receive a coupon of our hotel packages during the Children Day.2、 During the Children Day, the parents and children could entitle to 8.5% discount.3、 All the children could get a special gift by our hotel to delivery.4、 Sweepstakes: Guests spending exceed 288 yuan, can participate in sweepstakes with a small ticket.Price The price of our meals is divided into three levels, different prices have different consumption.1、Low price-the price of meals should be in the category of low price as the main buyers will be young family who do not have strong financial ability. The price fit general family consumption. The meals which account for 40% will fall in this group 2、Medium price- Its for four people .Thus, we classify the food in medium price group. 20% of the products will fall in this price category. The target customers are the family that have two children.30% of the products will fall in this price category.3、High price-Its fit for more than four people, this price is relatively expensive, but have a discount to a certain extent. In this category will have 30% products will fall in this price category.Place The main market is in a hotel in Beihai-The Grand Beach Hotel.PromotionThe majority of our customers are children and family . It is critical to deliver the hotels information to those customers.Internal propaganda 对内宣传1、Publicity the hotel holiday planning to employee though the forms of conference or poster. That the staff have a general understanding for the activity.2、On the before Children Day , the hotel start to create the Children Days atmosphere, for example, decorate the hotel with colorful balloons and steamers, play some children songs.3、Various departments organized the staff to train of the linguistic norms and etiquette.External propaganda 对外宣传1. Advertising Hand out fliers.For the children, our hotel can hand out fliers about promotion program.Let the children tell their parents. InternetWe can publish information on some websites. Just like some group-buying websites.For some parents who stay at home or work, we can spread out products information through internet. Newspapers and magazinesPosting message in street ads, newspaper, and the purpose is let more people know and spread the news.mBanners and postersAround the hotel handing banners and posting posters. cause for more concern.nPhone Delivering the information in the form of a text message. The objects are old customers.