HTM 2121 - Marketing Project: Hotel X Gift Shop
-
Upload
09wukd12 -
Category
Health & Medicine
-
view
1.215 -
download
3
description
Transcript of HTM 2121 - Marketing Project: Hotel X Gift Shop
HTM 2121Tourism and Hospitality Marketing
Marketing Plan for Souvenir Shop at Hotel X
Seminar 008 Group DYung Ka Chung Kathryn 1101363d
Kenton Dennis Mcelhone Wu 11500860dWong Pok Yan 11346396dChan On Ying 11323372dWong Yee Ki 11121746d
Situation
• To set up a Souvenir/Gift shop at Hotel X and
to create a marketing plan for it for the next
12 months.
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.
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.
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.
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.
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%)
Micro-Environment Analysis1. Competitors•2 kinds of competitorsA.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.
CompetitorsB. 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.
2. Target Customers
Business Travellers
Leisure Travellers
Major guests of high tariff A hotels
38% 36%
Hotel X guests 36% 51%
Activities in HK - Purchasing souvenirs
No. 6 No. 19
Disposable income of guests
$8,000 HKD $7,500 HKD
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.
4. Intermediaries
•Travel agents, magazines, specific tourism and
hospitality websites.
Products
Products
Products
Dim Sum shaped music box
Eco-friendly paper speakers
Products
Products
Products
SPECIAL Products
Bamboo Charcoal Products
Pot Plants
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
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
Places
1. Physical Shop – Lobby AreaAdvantages- 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
Places
2. 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
Promotion- In-house Promotion
Indoor billboards
Advertisement in elevators
Promotion- In-house Promotion
Discount Coupons
- During check-in
- After each purchase
In-room promotions
Promotion- To the public
Media Advertising
Using billboards and banners
Using the Internet
Implementation Milestone
Marketing Budget – Sales Forecasts
1. Divided the monthly
sales into 7 categories
2. Calculate mean selling
price for each category
3. Estimate the sales
volume based on
seasonality
Feb 12 Mar 12
Touch units soldSale price @unitTotal
35$200$7,000
20$200$4,000
Sight units soldSale price @unitTotal
35$112$3,920
20$112$2,240
Scent units soldSale price @ unitTotal
35$240$8,400
20$240$4,800
Sound units soldSale price @unitTotal
35$100$3,500
20$100$2,000
Taste units soldSale price @ unitTotal
120$55$6,600
50$55$2,750
Taste – High End units soldSale price @ unitTotal
50$800$40,000
20$800$16,000
Special units soldSales price @ unitTotal
35$93$3,255
20$93$1,860
Monthly Totals: $72,675 $33,650
Marketing Budget – Expenses
-Marketing expenses are divided into 3 parts:1. Promotion2. Product Development3. Research
PromotionDigital Poster 6,189Billboard 12,379Booklet 12,379Website design 6,189Public Advertisment 6,189Commission for travel agent 12,379Coupons 6,189
Total Promotion Expenses 61,892.5
ProductProduct development 61,892.5
ResearchResearch fee 9,283.9
Total marketing expenses 133,068.9 Precentage
Precent of Sales 22%
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.
Thank you for watching!