Hotel catering marketing scheme

# Planning # Introduction Nowadays, the competitive pressure of hotels is great, so it is necessary to do a good job in marketing planning, with the aim of achieving economic benefits with the least human consumption. The following is the hotel catering marketing planning, welcome to read!

Tisch

Chinese Valentine's Day is approaching, and the hotel marketing department speculates that this time Chinese Valentine's Day will usher in a small climax of wedding banquet consumption in our city. In order to further stimulate the wedding banquet and related catering consumption in XX Hotel, after discussion by the hotel marketing department and relevant departments, it is decided to launch the wedding banquet marketing activity of "Marry the Wedding Banquet and Satisfy the Wedding Banquet in XX" to promote and stimulate the wedding banquet consumption in XX Hotel. The following XX hotel wedding marketing plan (draft) is specially formulated.

I. Theme

A happy marriage is satisfied by God, and the wedding reception is in XX.

Second, the general idea

Give full play to the hotel's own advantages, innovate the arrangement of activities, organize effective marketing activities with the theme of "holding a wedding banquet in XX" through a series of publicity and planning, and make XX Hotel truly become an ideal hall for wedding banquets of newlyweds.

Third, the activity time

XX month of XXXX year to XX month of XXXX year.

Four. Activity content

1, free wedding audio facilities for more than ten seats.

2. There are two welcome signs in the lobby, and more than ten seats are provided free of charge.

3. For more than ten seats, one creative silk flower Arch will be provided free of charge.

For more than ten seats, holiday banners outside the hall will be provided free of charge.

5./kloc-Ballrooms with more than 0/5 seats can be painted with holiday background (including names of newcomers) free of charge.

6. 15 seats/night or more, provide a deluxe wedding room free of charge (including exquisite breakfast for two the next day).

7./kloc-a set of exquisite table flowers (flowers) for the main table is provided free of charge for more than 0/5 seats.

8. Those who book a wedding banquet of more than 688 yuan/seat (including 688 yuan/seat) up to 10 seats will receive a multi-layer wedding cake on the wedding day.

Five, the wedding package standard

1, Centennial Banquet 688/ table (10 people)

2. Golden Jade Wedding Banquet 788/ table (10 person)

3. Pearl River Bijiang Wedding Banquet 888/ table (65,438+00 people).

4. Long Feng Cheng Xiang Banquet 988/ table (10 people)

5. Love is like oxygen banquet 1088/ table (10 people)

Sixth, publicity and promotion.

1. Make this activity into a leaflet with pictures.

-Newspaper folder

-Distribution of people in urban areas

-Cooperate with wedding photo studios or wedding companies in a mutually beneficial way and put up promotional leaflets in their stores.

-Placed in all business locations of the hotel.

2. Elevator room POP/ lobby POP

Make the content of this activity into a poster and hang it in the elevator room of the hotel for the convenience of guests to understand and promote.

VII. Division of labor

1. The marketing department is responsible for the publicity and production of this event.

2. The front office of the Food and Beverage Department is responsible for specific operation services, scene layout and other matters.

3. The catering kitchen is responsible for the verification of the dishes and vegetable prices of this activity.

4. The general office is responsible for organizing employees to distribute leaflets in downtown areas.

The housekeeping department is responsible for the preparation of the wedding room.

6. Other departments are familiar with the content of this activity and cooperate with the hotel to promote this activity.

Eight. cost budgeting

1, silk flower arch: 2. 35 meters *2 meters =XXX yuan (can be used for a long time)

2, ordinary inkjet printing: X yuan/square meter *XX square meter =XXX yuan (famous stickers, the whole can be reused)

3. Table flowers: 35 yuan/serving * 1 serving =35 yuan.

4. Wedding room: deluxe single room XXX yuan/night.

5. Cake: 180 yuan/serving.

7. leaflet: X/ piece *XX =XXX yuan.

8. Newspaper folder fee: X yuan/sheet *XXX sheets =XXX yuan.

9. Elevator POP:XXX yuan/piece *2 pieces =XXX yuan.

Nine, with a leaflet sample (omitted)

X. comments

extreme

Spring Festival, as a traditional festival in China, has always been valued by the emotional descendants of the Chinese nation. Throughout the ages, the New Year's Eve dinner has become a necessary carrier for people to express their feelings, and this year's Spring Festival is approaching, and the annual "Spring Festival marketing war" is about to begin.

As an intangible asset, planning is synonymous with the high quality of hotel products. Good planning is not only the embodiment of the overall image of the hotel, but also the carrier of the hotel's economic benefits. Therefore, the hotel must run this work through the whole sales process.

Flaming lanterns, white snowflakes and a strong New Year's Eve atmosphere ... Ship Liwan Hotel will create a unique New Year's Eve cultural atmosphere for you, with stars, wonderful performances and unforgettable competitions ... It's up to you. I believe you will choose because you like it, and you will like it because you choose it!

main body

Flaming lanterns, white snowflakes, and a strong smell of New Year's Eve ... Boat Liwan Hotel will create a unique cultural atmosphere for New Year's Eve, where you can spend a quiet and peaceful New Year's Eve with your relatives. You can also experience a colorful and joyful sleepless night; You can also enjoy a romantic and warm reunion night … a year's holiday carols reverberate in the sky … it's up to you. I believe you will choose because you like it, and you will like it because you choose it!

The preliminary planning layout scheme is as follows:

One. overall goals

Through the planning activities of the Spring Festival, we can expand the popularity of the hotel, strengthen the emotional connection with business customers, guide the catering consumption of residents in surrounding areas, and dispel customers' concerns about consumption grades, thus achieving certain economic and social benefits. Consolidate the sales force of the hotel, mobilize the enthusiasm of all employees, and create a harmonious and positive working atmosphere.

Two. Plan as a whole

2。 1 Target orientation: individual guests, family members, relatives and friends, business guests and corporate groups during the Spring Festival.

2。 Theme of the event: Silver Rat resigns the old year and Taurus welcomes the new year.

2。 Campaign slogan: "Warm New Year's Eve, it's good to have you".

2。 4 activity advertising copy:

A family of three generations sat around the Spring Festival dinner table, and warm affection rippled in everyone's heart. In the warm family atmosphere, every tired soul found a harbor to anchor, looked at each other affectionately, and issued the softest voice in his heart: "It's good to have you on warm New Year's Eve."

2。 5 advertising positioning:

2。 5。 1 Advertising:

Do some publicity reports and advertisements in Dalian Evening News and Liaoshen Evening News.

Hang propaganda slogans and banners.

Media: Dalian Peninsula Morning News, Dalian New Business Daily, People's Daily, Liaoning TV Station, Dalian TV Channel 1 and 2, Dalian Sports Channel, Dalian People's Broadcasting Station, Dalian Music Voice.

Publicity methods: event introduction, program tidbits, news reports and photos of the venue.

Publicity time: 20xx65438+1October1-20xx65438+1October 24th.

Publicity frequency: The newspaper People's Daily published it three times and introduced various activities three times. Dalian New Business Daily announced 5 times, and the live pictures were released 5 times. Dalian Peninsula Morning News: It was published five times and five program highlights were published. Liaoning TV station will broadcast the advertisement of "Warm New Year's Eve, it's good to have you" every three days. Dalian TV Station: With the theme of "Silver Rat resigns the old year and Taurus welcomes the new year", it publicizes the Spring Festival activities of Liwan Hotel twice a day (19: 00 before the central news, and once after Dalian news at 20: 00), with a time limit of five minutes each time. Dalian Sports Channel: With the theme of "Silver Rat resigns the old year, Taurus welcomes the new year", it publicizes the arrangement of activities, interspersed with a few program tidbits. Play it once a day (before sports news) for three minutes each time. Dalian People's Broadcasting Station and Dalian Music Voice: Promote the Spring Festival activities of Liwan Hotel with the theme of "Silver Rat resigns the old year, Taurus welcomes the new year", three times a day, each time for five minutes. The website of Ship Liwan Hotel continuously broadcasts relevant news and general situation all day, and cooperates with promotional pictures and activities (please note that the background of the website must have a New Year atmosphere). Pull banners outside the hotel, scroll the big screen outside the lobby, scroll the time and content of activities, and advertise the elevator.

2。 5。 Manual: The manual will be divided into the following volumes:

Volume 1: Introduce the basic situation, internal facilities and institutional setup of Liwan Hotel as a whole, and provide hotel information for customers.

Volume II: Focus on hotel catering and accommodation conditions, with illustrations, etc. It embodies the luxury and comfort of Liwan ship and interprets the cultural information of Liwan ship.

Volume III: Concentrate and comprehensively display the 20xx Spring Festival activities of "Silver Rat Resignates the Old Year, Taurus Welcomes the New Year". Introduce the content and arrangement of the program, and number each booklet for use in the lucky draw. And indicate the fare, scope of application, program activity type, time schedule and lottery rules in the brochure; Bilingual, beautifully printed, distributed by sales staff and publicity staff of various departments.

2。 5。 3 Spring Festival greeting cards:

Greeting cards are valuable for collection. Self-made greeting cards are an important embodiment of hotel cultural symbols, which can penetrate the hotel's humanistic care for old customers and warm expectations for new customers. Please print the greeting cards before1February 25th, and the marketing department will distribute and mail them. The distribution and mailing targets are mainly big customers and frequent customers who spend money in the store. The holiday greetings and blessings of the hotel are combined with the holiday promotion activities of the hotel.

2。 5。 4 printed leaflets:

The use of leaflets for publicity activities has the advantages of intuition, quickness and wide audience, which plays a decisive role in expanding popularity and attracting attention.

2。 5。 5 gift making:

Make a budget in advance and determine the types and quantities of gifts to be ordered. After shopping around, the marketing department will submit the final choice and price to the finance department in writing, and then submit it to the leaders for approval after consultation. After approval, the marketing department will continue to implement it.

2。 5。 6 internal publicity:

The personnel department publicizes the hotel festival publicity and planning activities to the leaders of all departments in the form of shop newspaper, and then the leaders of all departments hold a meeting to convey it orally to their subordinate employees (completed before 1 5);

Conduct language standard and etiquette training for employees of all departments during the festival (completed before 1 month 10).

The personnel department will select a pair of waiters to play the role of Taurus and conduct appropriate training (completed before 1 month 15);

The switchboard is responsible for playing background music during the Spring Festival to set off the festive atmosphere of the whole hotel.

Three Spring Festival hotel layout and decoration:

3。 1 Outside the hotel:

3。 1。 1, a couple of gold lovers were erected at the main entrance, which will be used until the Lantern Festival. The hotel provides photo service (guests are responsible for the cost of developing photos).

3。 1。 Plants around the hotel are hung all over the sky, a large pot of kumquat is set up on both sides of the main entrance of the hotel, and red lanterns are hung on the ceiling. Colorful flags are pulled obliquely on the outer lawn.

3。 1。 The banner "Happy Spring Festival at Liwan Hotel" is hung at the door.

3。 1。 Basalt couplets on both sides of the gate, "Golden Bull Rushing to the Prosperous Age" and "Purple Swallow Dancing in the New Year", are horizontally approved as "Congratulations on the New Year".

3。 1。 The glass doors on both sides of the hotel lobby are pasted with paper-cut patterns of the zodiac in the Year of the Ox.

3。 1。 Arrange two staff members (a pair selected by the personnel department) at the main entrance of the hotel, wearing calf clothes and hoods, to be responsible for distributing balloons (one) and fruit candy (two) to children under the age of/kloc-0 who have been dining in the hotel.

3。 1。 7 Put colorful flags on the balcony railings on the third and fourth floors.

3。 2 Hotel lobby:

3。 2。 1 The ceiling of the lobby shall be provided with thin iron wires at every two corners, with flowers wrapped on the thin iron wires (please cover the iron wires with flowers as far as possible, and do not expose the iron wires), and hang palace lanterns and Chinese knots on each group of wire wrapped with flowers (please pay attention to smooth insertion, proper quantity and symmetrical gaps).

3。 2。 A sitting arch is erected on the reception desk of the cashier at the main table, and red lanterns are hung on it. Both sides of the arch are placed at the left and right corners of the reception desk near the end.

3。 2。 There are two huge kumquat potted plants on both sides of the main table, surrounded by stars all over the sky, decorated with red bags, and a big Chinese knot is hung on each big pillar on both sides of the main table.

3。 2。 4 yuan Pagoda is placed on the reception desk of the main table, and other plants are decorated with stars and flowers.

3。 2。 The lobby bar is wrapped with ribbons on the original green plants, and one or two abstract paper-cut patterns of the Chinese zodiac are stuck on the wall.

3。 2。 6 backyard access door glass stickers similar to door decorative patterns.

3。 2。 Cycle the background music of the Spring Festival, starting from the 28th of the New Year.

3。 3 Hotel restaurant:

3。 3。 1 The ceiling downlights and downlights of box-type passages are made into arc waves with red and yellow decorative ribbons, and a Chinese knot or palace lantern is hung between the two arcs (pay attention to smooth insertion, proper quantity and symmetrical gaps).

3。 3。 The background wall of the banquet table is decorated with Spring Festival patterns.

3。 3。 The ceiling above the checkout counter in the restaurant is decorated with small lanterns, and all the plants are temporarily replaced by kumquat potted plants.

3。 3。 The background of the Chinese restaurant is designed according to the wedding banquet (the bottom is covered with flannel, and the top and sides are decorated with curtains), with a decorative pattern of the Spring Festival hanging in the middle. The ceiling is decorated with red and yellow curved wavy ribbons with a plastic palace lantern hanging in the middle. All the big plants are hung with red bags, colorful flowers and small ingots.

3。 3。 The design of the god of wealth is stuck on the door of the welcome room.

3。 3。 Play the background music of the Spring Festival, starting on the 28th of the new year.

3。 4 hotel nightclub:

3。 4。 The background of Hall 1 is painted with the Spring Festival pattern.

3。 4。 Plastic lanterns are hung in the passage of the nightclub, and some flowers are decorated in the bar.

3。 5 hotel floor:

3。 5。 1 Medium-sized plastic palace lanterns are hung on the ceiling at the entrance of each floor.

3。 5。 Red lanterns are hung at the elevator entrance of each floor, and the decorative pattern of the Spring Festival is stuck on the front wall of the elevator entrance.

3。 5。 The inside of the elevator was temporarily changed into a red carpet with the word "Fu" written on it, and the word "Dahongfu" was posted on the ladder wall. The propaganda newspapers on both sides were also temporarily changed into the hotel's preferential activities and prices during the Spring Festival.

3。 5。 4. The writing rooms and offices on each floor shall be pasted with Chinese characters and couplets until the 15th day of the first month (the 16th day of the first month will be dismantled).

3。 5。 Play the background music of the Spring Festival, starting on the 28th of the new year.

4. Spring Festival promotions:

4。 1 Spring Festival Package: There are many benefits and surprises. During the Spring Festival, the "Good Luck" package will be launched.

Including:

4。 1。 1 catering: 666 yuan/table (including service charge, only for the restaurant on the third floor)

4。 1。 2 rooms: 288 yuan/room. Days (including double mornings)

4。 1。 Entertainment: 12:30- 16:30 gives a private room for 3 hours, 16:30-02:00 gives a private room for 2 hours.

4。 Two rooms:

4。 2。 1 From New Year's Eve to the fifteenth day of the first month, 20 special standard rooms are launched every day at a price of 208 yuan/room. sky

4。 2。 Anyone who stays in the preferential standard room will get a beautiful Spring Festival gift.

4。 3 catering:

4.3. 1 New Year's Eve (18: 00-21:00) to launch "auspicious" New Year's Eve;

588 yuan/table 688 yuan/table 888 yuan/table

On New Year's Eve (2 1: 00— 12: 30), a "sumptuous" New Year's Eve dinner was launched.

888 yuan/table 1080 yuan/table 1288 yuan/table (a lucky jiaozi will be given at zero).

Book the New Year's Eve dinner in advance and get a small gift. Scheduled special line: 0411-21236516.

When the meal is over 1000 yuan, give a big pillow (the value of the pillow is about 20-30 yuan, and the pillow is one of the necessary items for office workers and home life, so it is more realistic for customers to give a pillow). Hide different zodiac mascots in pillows, and guests can exchange this mascot for corresponding prizes at the reception desk. The mascot of the zodiac is a fashion desk calendar, and so are other zodiac mascots.

4.3.2 During the Spring Festival, the banquet hall will launch the Spring Festival package:

Sheraton: 688 yuan/table.

Rich and auspicious banquet: 788 yuan/table

Five Blessingg Banquet: 888 yuan/table.

4.4 Chinese restaurant:

Chinese restaurant is your private food garden, where you can enjoy a romantic seafood feast, with cups and guests. Enjoy the wine world in Liwan on the boat. Free draught beer brewed in the market in the afternoon and evening on the 3rd floor and 1 piece of red wine consumed on the 4th floor.

4.5 23rd floor western restaurant:

The western restaurant interprets exquisite and delicate taste, which makes you feel comfortable and climb in elegance. Lunch per person 100 yuan gift 1 piece of red wine. Buffet dinner, three people walk, one person is free of charge, two people walk with western-style membership cards, and one person is free of charge.

4.6 lobby bar on the first floor:

All consumers here can enjoy 20% discount and extra fruit bowls during the Spring Festival.

4.7 The fourth floor of Yue Ming Building:

Yue Ming Building, located on the fourth floor, has elegant interior decoration, complete modern audio-visual equipment, first-class audio equipment and professional stage lighting. It is a choice for birthday parties and gatherings of relatives and friends. During the Spring Festival (from the first day of the first month to the fifteenth day of the first month), give a bottle of red wine and a bottle of champagne.

Tisso

I. Target market analysis

The customers of this restaurant are mainly middle and upper class people and government officials, but many of them are private consumers, which requires the restaurant to take into account the personal interests of those private consumers on the basis of improving the quality.

Second, the pricing strategy

1, meals can basically maintain the original price, but considering the price of some meals related to Mid-Autumn Festival, you can use discounts (recommended) or directly reduce the price.

2. For high-priced meals, it is recommended to combine the reduction of distribution and price reduction.

3. The price of Mid-Autumn Festival package (explained below) should not be too high, and the per capita consumption should be controlled at 20-30 yuan.

4. The prices of other drinks and other services can be flexibly changed according to the actual situation of the hotel, and reached around the Mid-Autumn Festival (but according to the hotel's net profit).

Third, marketing strategy.

1. Making Mid-Autumn Festival special packages can be divided into three categories according to the actual situation, including meals for two and meals for three. The theme should reflect family reunion, and you can send moon cakes (the price does not need to be too high).

2. If your family's birthday is August 15, you can enjoy a 50-60% discount (according to the actual decision of the restaurant) when dining in the hotel with valid documents (household registration book and ID card). It is recommended to recommend Mid-Autumn Festival package to them.

3. If the mobile phone and fixed telephone number are 8 15 (in Chengdu), you can enjoy a 50-60 discount when dining in the hotel with valid documents (household registration book and ID card) (according to the actual decision of the hotel). It is recommended to recommend Mid-Autumn Festival package to them. It's a hotel. Contact these people directly.

4. Due to the temporary accommodation service in our restaurant, we can join hands with other accommodation-oriented hotels to introduce customers to each other, which can increase the customer base.

, reduce some related expenses. For these customers, you can pick them up by car, and it is also recommended to recommend the Mid-Autumn Festival package to them.

5. Send some small gifts related to Mid-Autumn Festival after dinner (the name, telephone number, address and website of the restaurant should be printed on them).

6. The activity will be held from August 10 to August 20th of the lunar calendar.

Fourth, promotion strategy.

1. Place outdoor advertisements at the entrance of the hotel, near the railway station and bus station (outdoor advertisements are mainly in the form of painting and banners).

2. TV, street banners and newspaper advertisements are combined.

3, you can try mobile phone short message advertising, the focus of mass sending is the old customers of the original hotel, pay attention to the use of appropriate language, mainly introduce the latest activities of the hotel.

4._ _ Website () _ _ Make a pop-up box advertisement or a larger flash animation advertisement or banner on (). The processing of web animation and pictures must be consistent with the marketing content.

5. Flyer advertising is ok, but the quality of flyers must be high.

Note: You can select the above advertisements at the same time. Promotion focuses on urban areas and can also be extended to surrounding counties and cities. The minimum advertising audience should be 6.5438+0.5 million.

Verb (abbreviation for verb) Other related strategies

Security guards must ensure the safety of the hotel; Specify some incentive policies for waiters and related staff to arouse their work enthusiasm (this part can be refined later); Put some high-end music in the hall; The speed of serving must be fast; The layout of the hall does not need to be too luxurious, but it should be beautiful and generous, showing the flavor of the Mid-Autumn Festival.

Effect prediction of intransitive verbs

If the promotion and related services are in place, the income will be at least 1.5 times of the usual income.

Seven. Other suggestions

1, equipped with a computer in the service hall to keep some key customer information at any time.

2. Enter the customer's information into the database with the consent of the customer (the key is the customer's name and mobile phone number) for future promotion services (this content can be refined later).

3. Make the website of the restaurant as soon as possible. Websites must be made by professionals. Domain names should be simple and easy to remember. The design of web pages should reflect the characteristics of restaurants. Warm colors are the main colors, and the home page should have large flash animation. There should also be news release system, on-line marketing, customer message boards, customer forums, employee entertainment and so on. Enhance the restaurant's popularity through online marketing (advantages are large audience and low cost).

The 15th day of the eighth lunar month is the traditional Mid-Autumn Festival in China and the second largest traditional festival in China after the Spring Festival. August 15th is in the middle of autumn, so it is called Mid-Autumn Festival. The ancient calendar in China called August in the middle of autumn "Mid-Autumn Festival", so the Mid-Autumn Festival is also called "Mid-Autumn Festival". The Mid-Autumn Festival is coming. In order to better develop the hotel sales service and realize the double harvest of economic and social benefits, this scheme is formulated in combination with the actual situation of our hotel and the traditional national customs of our country.