What are the marketing strategies of the catering industry?

Marketing is not only a single marketing model, it involves a wide range and depth, including market research, hotel product design, development and pricing, product promotion, product circulation and so on.

Hotel marketing is related to the development and prospect of the hotel, so how can we make hotel marketing play a better advantage? This should always be taken into account in the whole hotel operation. In my opinion, to do a good job in marketing, we must first formulate the best marketing positioning, choose a better target market, actively use and develop various marketing strategies, and achieve the ultimate goal of high-quality marketing.

Organizational marketing

In organizational marketing, we should do the following:

1, define the sales area and scope. The marketing manager cooperates with the sales staff to define the sales area and scope, and actively guides the sales staff to expand the sales area at one time. The distribution of sales area and scope should be based on the sales potential of fixed customers, the geographical location and category of customers.

2. Set sales targets. The marketing manager sets the sales target according to the hotel's sales target and policy. Sales indicators are divided into quantitative indicators and quality indicators. Quantitative indicators include: (1) sales quantity, such as room sales days, catering sales, average house price, sales revenue, etc. (2) Sales times, daily or monthly sales visits. (3) Indicators and control of sales expenses, and the sales expenses involved by sales personnel every month, such as transportation expenses and entertainment expenses.

Because each salesperson is responsible for different customer demand potential, the quality standard of sales should be determined when the salesperson is required to reach the sales quantity. Quality standards include sales staff's products and sales knowledge, the effect of sales call, sales staff's working attitude, working ability and relationship with customers.

3. Performance evaluation of sales staff. The sales manager should take appropriate measures to understand and obtain the performance information of the sales staff, formulate the provisions for the sales staff to submit the "sales report" every month, understand the sales situation, and feed back the sales information in time.

4. A well-organized organization. According to the geographical location and category of hotel customers, the marketing department organizes sales staff to divide sales according to geographical location, which reduces the travel time and improves work efficiency. According to the current development of hotels, hotel marketing should actively tap the potential of hotel products, increase the attractiveness of products, attract customers' consumption and attract business.

product mix

Hotel marketing can develop a variety of popular combination products to attract customers according to the sales requirements of enterprises and the different needs of guests. The combined products that can be opened are as follows:

(1) combination products for business guests. Provide special services for business guests, such as a basket of fruit in the guest room, welcome drinks, facilities and equipment in the recreation center, bars, songs and dances, etc.

(2) Conference portfolio products. The conference package products include the use of the conference hall, tea and coffee during the meeting break and working meals during the meeting, which are provided at a discount of one package per person.

(3) Family accommodation combination products. Family double rooms, free extra beds for children living with their parents, provision of child care services, free use of children's entertainment facilities, children's menus in restaurants, etc.

(4) Honeymoon holiday products. Honeymoon holiday products are only available to newlyweds, and generally require beautiful and quiet rooms and some special services, such as beautifully decorated new houses, free American breakfast before going to bed, free champagne, and flowers and fruit baskets in the rooms.

(5) Wedding portfolio products. This kind of products are mainly aimed at the local residents' market, combining the wedding consumption form, adapting to the consumption psychology, emphasizing the festive atmosphere and attracting consumption: the product portfolio includes luxurious Beijing-style or Cantonese-style banquets, free full-court soft drinks, a four-story exquisite wedding cake, a grand wedding banquet hall decorated with flowers and double happiness banners, creating a wedding atmosphere according to specific requirements, playing wedding marches, providing wedding suites, flowers, fruits and champagne free of charge on the wedding night, and providing wedding banquets in the bridal chamber.

(6) weekend combination products. Weekend combination products can attract guests to rest and entertain after a week's work, so it is necessary to plan and organize some entertainment and sports activities, such as holding weekend parties and acrobatic performances. And combine entertainment activities with hotel accommodation services into cheap package products.

(7) Off-season holiday products. In the off-season, provide guests with accommodation and meals for one week or ten days at a package price. At the same time, in order to attract guests, it is necessary to plan and organize guests to enjoy entertainment activities for free.

(8) Combination products for special activities. The development of this combination product requires the marketing staff to have creative and factual thinking, design products that are both novel and feasible in economy and sales, and make use of existing facilities and service institutions, such as table tennis, tennis and bowling competitions, to enhance the reputation and image of the hotel.

Cehua Xuanchuan

In addition to developing new products and activities, marketing should also introduce unique publicity methods to attract customers, which requires more research on advertising planning and sales.

(1) You can choose TV, radio, newspapers and other media to regularly report the newly-launched special dishes, room environment, activities, etc. of the hotel, so as to enhance the guests' sensory impression of the hotel.

(2) Use trade magazines, newspapers, travel brochures, guides, advertising leaflets, direct letters and other ways to promote hotel products.

(3) Strengthen the momentum and influence by inviting famous performances, and create hot spots for hotel consumption, such as inviting provincial and municipal model contests and fashion shows; Large-scale singing and dancing instrumental music performances and other promotion methods.

(4) Design and launch the Oktoberfest, enjoy the dishes, and increase hotel consumption and benefits.

Hotel marketing should not be limited to one stage, stick to one mode and indulge in one state. It must create and design the most suitable business model for hotel management and development with the most acute, advanced and unique sense of smell, so as to make hotel management more perfect, advanced and unique, so as not to be defeated in the fierce competition in the hotel industry.

Five Taboos of Hotel Marketing

Avoid subjectively judging the credibility of consumer units.

At a regular meeting of department managers, the sales manager reported that a foreign company had come to the store to spend money, hoping to pay the bill. The boss asked the manager: Is it state-owned or private? The answer is that it is private; What is the investment quota? The answer is nearly 10 million; So the boss warned that such a small-scale private enterprise is not convenient to pay the bill. This sentence blocked the door of convenience that the enterprise hoped, and at the same time, the hotel unconsciously lost one of its most loyal customers.

At present, among all hotel consumption groups, especially some mainland hotels, credit consumption accounts for a considerable proportion. When hotels measure the consumption credentials of units with bad debts, they will naturally decide whether they can deduct money according to the strength and credibility of the units to avoid bad debts, bad debts and dormant accounts. After a long time, it will be easy for old customers and well-known enterprises in this field to master, but for similar new consumer customers, their credibility can not be determined only by enterprise attributes and existing strength, let alone "public" and "private", emphasizing "big" and ignoring "small".

In the contact with customers, it is a positive and safe way to greet each other with a smile on the one hand, and to prevent the hotel's interests from being damaged with strong supervision measures on the other. If the boss puts forward the requirements at the beginning of this article, he can take measures such as concluding detailed contracts, shortening the checkout time and arranging special personnel to supervise the opening of the door to increase the number of customers. Once the problem is found, it is not too late to cancel the qualification of hanging accounts.

Second, the boss seldom comes.

Visiting customers in time is an effective means for hotel managers to enhance understanding, strengthen friendship and consolidate customers, which has been recognized by the majority of peers, but it is far from being implemented in practice. Some either have no time and forget to go; Some don't intend to go at all, so they let their men walk around; Some even marketing directors and managers rarely work behind closed doors. There may be several reasons: it's easier said than done, but it's harder to visit customers who are lower than yourself; Trapped in the hotel chores all day, doing everything by myself, too tired to care; Weak sense of responsibility or work without purpose; Generally, managers with these reasons only care about their own feelings and facts, but ignore the ideas of customers who depend on them for survival.

Three don't visit like lanterns.

When setting quantitative indicators for salespeople, sales managers should never measure the performance of salespeople by the number of visits. This seemingly scientific approach will have a negative impact. The relationship between salespeople and customers is just a working relationship. It is obviously unpopular for a customer to go to an appointment and be interrupted for work reasons, so there is a saying that he is obviously working in an office and lied that he is in a meeting. With more times, the sales staff realized the customers' antipathy and hoped that there would always be good news such as discounts, discounts, gifts and free tickets. , will enliven the atmosphere, increase the content of the conversation, increase their own weight, but this is very limited. In addition to making visit plans for different customers, the marketing department should first consider multi-channel and multi-means to achieve its goals.

Four bogey planning is only a matter for the marketing department.

Famous hotels have a very good tradition. Before the festival comes, the boss should take the lead in organizing the backbone of the whole store to hold a Zhuge Liang meeting. Please give us your ideas and find a way. This is a good practice worth popularizing. The number of people in the marketing department is limited no matter how professional they are; No matter how many ideas, they are powerless; Three heads are better than one, one is Zhuge Liang, and the participation of many people will help the event to be a complete success. They also set up part-time salesmen among the heads of various departments to fill the shortcomings of salesmen in customer information collection and relationship communication, and basically formed a three-dimensional network of external marketing, which is very practical.

Five bogeys promote sales separately.

I once heard a joke that a boss received more than a dozen New Year cards from the same hotel during the Spring Festival, including hotels, department managers, supervisors and even employees. Generally speaking, it means the same thing: I hope to continue to take care of it in the coming year. When the boss received the greeting card, his reaction was: Is this necessary? This shows that it is a waste of manpower and material resources to promote sales in a fragmented way, and it is still not recognized by guests. At present, many hotels quantify the income of various operating departments, which effectively improves their enthusiasm. Both managers and employees try their best to increase their income. The starting point is understandable, but it often breeds some negative effects. The hotel has the style and taste of a hotel and cannot be destroyed by some vulgar methods. This requires the hotel management to take effective measures to avoid this fragmented promotion phenomenon in order to maintain the integrity of the hotel's external marketing.