The windsor

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Tiago Antonio Ferreira da Silva Certificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia Tiago Antonio Ferreira da Silva Central Institute of Technology CERTIFICATE IV MARKETING

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Trabalho realizado no Central Institute of Technology Perth Australia

Transcript of The windsor

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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

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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

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Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia

Do you know that….

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Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia

While you sleep ZZZZZZ….

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Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia

More than …..

3000

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Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia

HAVING FUN…..

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Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia

Sometimes…. WITH FRIENDS

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Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia

Sometimes…. WITH GROUP OF FRIENDS

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Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia

Sometimes…. WITH BOYFRIEND

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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.

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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

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Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia

Reports, PapersReports, Papers

Governments data,Governments data,Australia Bureau Australia Bureau StatisticsStatistics

SURVEYSURVEY

SOUTHSOUTHPERTHPERTHDATADATA

SOUTHSOUTHPERTHPERTHDATADATA

ABSABSABSABS

The Windsor HotelThe Windsor Hotel

Desk researchDesk research

Mind Mapknewsknews

Meeting CathyMeeting Cathy

PEST and SWOT PEST and SWOT analysisanalysis

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Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia

Timetable Assessment 4

Monday Tuesday Wednesday 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

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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

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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.

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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

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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.

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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

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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

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Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia

TraditionLocationGood mealDifferent environment

TraditionLocationGood mealDifferent environment

The RafflesCustomers who live in the north of the river.

The RafflesCustomers who live in the north of the river.

Expensive Staff not friendlyNo live bandNo promotion

Expensive Staff not friendlyNo live bandNo promotion

South Perth is a huge areaLive bandPromotion according to the target market

South Perth is a huge areaLive bandPromotion according to the target market

SWOT Analysis

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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

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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

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Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia

Questionnaire on line survey

First hypothesis was confirmed!

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Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia

Questionnaire on line survey

Second hypothesis was confirmed!

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Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia

Questionnaire on line survey

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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

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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

SPECIFSPECIF

Measurable

Measurable

Activeable

Activeable

Realistic

Realistic

Time

Time

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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% offWebsite and Facebook FlyersWord of mouthEndo 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-drinkersWho not like pizza

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Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia

Strategic Positioning

“ It just sounds fancy ”.beforebefore

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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

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Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia

Gantt chart

ActivityDATE

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

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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

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Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia

Return on Investment - ROI

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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/[email protected]/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

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Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia

The Windsor