With the development of the economy, there is fierce competition in the hotel and catering market. Planning marketing activities can better increase sales and increase profits. The following is the "Hotel Catering Marketing Planning Plan Sample" compiled by me for everyone. It is for reference only. You are welcome to read it. Hotel catering marketing planning plan template (1)
1. Summary of content
Food is the most important thing for people, and everyone has to eat every day. Therefore, the catering industry has a wide range of customers. Various types of tourists, related groups, enterprises and institutions, government agencies, local residents, etc. at home and abroad can become the reception objects of catering companies. Therefore, the scope of business objects of catering enterprises is very wide, and the business scale, business structure, business methods, product flavors and varieties of each enterprise are also different. On the other hand, there are a lot of products that can be substituted for each other among various types of catering companies. The same group of guests' demand for the flavor of catering products is not fixed. They can choose this flavor or enjoy another flavor. Since catering products currently lack patentability, the market competition in the catering industry is very fierce. If operators in the catering industry want to remain invincible in market competition, they must always keep up with social trends, keep track of the market pulse, constantly update catering products, and satisfy the majority of consumers with their own distinctive and high-quality catering products. While meeting the needs of consumers, we can also obtain good economic benefits.
1. Regarding the trademark element, we need to position a trademark suitable for our fast food restaurant. The name of the restaurant is "xx" fast food restaurant, so that everyone can have the warmth of going home to eat.
2. Pricing issue. The catering industry is a relatively popular service industry, so the pricing must not be too high, because there are many restaurants of the same grade, so the price must be set at the same level as other restaurants. Or if your purchase price is really cheap, you can use a low-cost strategy to seize market share. But if the food in your restaurant is really different from the food in other places in the area, then you can use the difference The strategy is to occupy a certain market share based on product differences.
3. Promotional means. At the time of opening, you can use some preferential policies to attract customers and make customers pay attention to this newly opened restaurant. For example, with a student ID card, students living in different places can enjoy free special soup.
4. Target market. If you open a fast food restaurant near the school, the target market is the surrounding student group.
2. Analysis of current marketing situation
1. Market situation: According to incomplete statistics, the country’s catering industry accounts for 30-40% of the total market share. China is a food market. China is a big country with a huge interest in eating, so various restaurants are popping up in endlessly. So the market share is huge!
2. Competition situation: In such a large market share, competition must be quite fierce. Now only a few multinational chain catering companies can occupy a certain market share in the Chinese market. The market share of many domestic chain companies in China's catering industry is less than 2/3 of that of foreign companies. There are fast food restaurants around the school, but there are no fast food restaurants with a special theme of homesickness.
3. Macro-environmental conditions: The first is the consumer group. On this issue, within a given scope, use market research methods to understand what foods this area likes or prefers. Then take the tactics a step further. Second is the demand situation. This issue is mainly about studying the consumption level and consumption habits of this region, as well as some factors that influence the demand and supply of the catering industry. Students' living expenses average xx per month, and food expenses account for an average of xx. The opportunity to eat in a restaurant instead of the canteen is about once every two weeks. Most of the students in our school are from out of town. They cannot go home conveniently to improve their meals, so they are willing to choose restaurants to adjust their lives.
3. Risks and opportunities (SWOT analysis)
1. Analysis of hotel advantages and disadvantages:
(1) Advantages:
The hotel is in a good location, surrounded by a full-time college and university, and the market is vast! As a full-time institution, each of the more than xx students may become our consumers! Therefore, our main customers are students. As the vanguard of society, students like delicious, nutritious, healthy and so on. Therefore, we need to enrich our catering products to attract customers.
①The facilities and equipment are new, complete and advanced, and are in a leading position among competitors.
②The chefs are all college graduates with 3 years of work experience and have the advantage of specialties.
③It is opposite the school, which facilitates the proximity principle for students.
(2) Disadvantages:
① The hotel is open to the public and has not yet established a good market image and does not have a stable source of customers.
②The hotel facilities can meet the requirements of students, but the entertainment facilities are not complete.
③The hotel is small and has limited guest capacity.
2. Hotel opportunities and threats analysis:
(1) Opportunities:
① Thoughtful service will enhance the image of the hotel.
②There is currently no potential market demand from restaurants or even takeaways with significant market influence around the hotel.
③A college with thousands of students has a vast market.
④Good quality and low price, with many varieties of dishes.
(2) Threats:
① Competitors have been operating old stores for several years and have relatively stable customer sources.
②New competitors continue to appear, and the Brothers Hotel has just opened.
4. Target
The target market is the most promising consumer group. The clarification of the target market can not only avoid the waste of influence, but also make the advertisement more targeted. Advertising without a target market is tantamount to "a blind man riding a blind horse."
The target market should have the following characteristics: it is a consumer group that is interested in hotel products and has the ability to pay, and it is also a consumer group within the hotel's ability to reach. Hotels should identify target markets as clearly as possible and conduct detailed analysis of target customers to better utilize the opportunities represented by this information in order to make customers more satisfied and ultimately increase sales. Customer resources have become the source of hotel profits, and existing customers' consumption behavior is predictable, service costs are lower, and they are not as sensitive to price as new customers. It can also provide free word-of-mouth publicity. Maintaining customer loyalty prevents competitors from competing for market share while maintaining a stable hotel workforce.
1. Obtain more customer shares from existing customers. Loyal customers are willing to purchase more hotel products and services. The consumption of loyal customers is two to four times that of discretionary consumption. Moreover, as the age of loyal customers increases, their economic income increases, or the business of the customer unit itself grows, the number of loyal customers increases. growth, its demand will also grow further.
2. Reduce sales costs. Hotels require a lot of expenses to attract new customers, such as various advertising investments, promotion expenses and time costs to understand customers, etc. However, the cost of maintaining long-term relationships with existing customers is decreasing year by year. Although in the early stages of establishing a relationship, customers may have many questions about the products or services provided by the hotel, which requires a certain amount of investment from the hotel, but as the relationship progresses, customers become more and more familiar with the hotel's products or services, and the hotel We also know the special needs of customers very well, and the required relationship maintenance costs become very limited.
3. Win word-of-mouth publicity. For some of the more complex products or services provided by the hotel, new customers will feel greater risks when making decisions. At this time, they will often consult the hotel's existing customers. The suggestions of old customers with high satisfaction and loyalty often play a decisive role, and their strong recommendations are often more effective than various forms of advertising.
In this way, the hotel not only saves the sales cost of attracting new customers, but also increases sales revenue, thus increasing the hotel's profits.
4. Improvement of employee loyalty. This is an indirect effect of customer relationship marketing. If a hotel has a considerable number of stable customers, it will also form a long-term and harmonious relationship between the hotel and its employees. In the process of providing services to satisfied and loyal customers, employees realize the realization of their own value, and the improvement of employee satisfaction leads to the improvement of hotel service quality, which further improves customer satisfaction, forming a virtuous circle.
Based on our previous analysis and the current market conditions, we should position our main target customers at the general public, nearby college students, and passing drivers, and then attract some middle- and high-income consumer groups on this basis. They have the following characteristics:
(1) They have average spending power and pay attention to affordability and cleanliness.
(2) Do not have high spending power on a regular basis but have an occasional desire to improve their lives.
(3) Pay attention to safety and hygiene and require a more comfortable dining environment. Students prefer a stylish and stylish dining environment.
5. Marketing strategy formulation (STP, 4PS)
(1) External marketing plan.
1. "Smile service".
During the service period, all employees will serve with a smile, be meticulous and patient, so that customers can come back with pleasure and return satisfied, and improve the customer's perceived consumption value. The specific implementation is as follows:
2. Special offer.
(1) Some dishes will be added to the dishes ordered by the customer. For example, if you spend 100 yuan, you will get two side dishes; if you spend more than 200 yuan, you will get 2 cold dishes; if you spend more than 500 yuan, you will get 4 cold dishes, etc.
(2) Discounts, this is a magic weapon to quickly increase consumption. It is recommended that appropriate discounts be used to stimulate consumption.
(2) Internal marketing plan.
The core of internal marketing is to develop employees' customer awareness and market to internal employees before promoting products and services to the external market. This requires two-way communication between employees and employees, employees and the company, the sharing of information, and the use of effective incentives. Strengthen warmth management within all employees, requiring every employee to treat other employees they face as their own customers and serve them like customers. And in future work, internal employee marketing will be fixed.
(3) Product marketing plan.
1. While promoting special catering, we will also promote couple’s packages, fellow club packages, teacher packages, etc.
2. Green diet: With the improvement of living standards, people’s diet is not only for food and clothing, but also for eating “green” and “healthy”. The launch of green family banquet will undoubtedly be favored by consumers. In terms of the use of raw materials, we strongly promote fresh and green foods; the cooking methods are combined with modern consumer fashion to make the dishes flavorful and nutritious, focusing on the nutritional combination of the dishes, balancing the diet, and meeting people's health requirements.
6. Investment cost budget (based on 50 square meters)
1. Decoration: 30,000.
2. Kitchen equipment: 20,000.
3. Lighting equipment, fans, bathrooms, offices, cashiers: 20,000.
4. Restaurant utensils: 20,000.
5. Early advertising fees and opening ceremony: 10,000.
6. Liquidity: 50,000.
Total *** capital preparation: 150,000.
7. Advertising planning
1. Plan the opening advertising one and a half months in advance.
2. Advertisements will appear one month in advance.
3. When the decoration begins, banner advertisements will appear around the restaurant.
4. Plan the opening ceremony 20 days in advance.
Hotel catering marketing planning plan template (2)
1. Market environment analysis
1. Problems existing in the operation of our store:
(1) Target customers The group positioning is not very accurate and too narrow.
Generally speaking, the operating conditions of the hotel industry in our city are generally not good, as long as the reason is that there are too many hotels, supply exceeds demand, and the business methods are similar, without their own characteristics, or the positioning is too high, which is difficult for consumers to accept , In addition, there are certain problems with the service quality of some hotels, which affects consumers' confidence in spending money in hotels.
There are also some problems in the operation of our store. Last year’s operating conditions were not good. We should reflect on the positioning of the target market. We should fully tap into our own advantages and expand the market. The target market positioning of my hotel is unreasonable, which is the main reason for poor performance. Jinqiao District, where our store is located, is a district with a low consumption level, and most of the residents are ordinary workers. Our store mainly sells Cantonese cuisine and also sells seafood. The prices are relatively high and the income level of most residents is not acceptable. However, the hardware level and service quality of our hotel are both top-notch in this area. We have always positioned ourselves in the market as a mid- to high-end hotel, targeting mid-to-high-end consumer groups, and are not attractive to the residents of this area.
(2) The news publicity was not strong enough, and it failed to cause a big sensation in the market, and the market visibility was small.
Although our store belongs to the xx Group (the xx Group is a well-known enterprise in our city), the public does not know much about our store. Except for a short-term press promotion when it opened, our store has never said anything about it. Advertising was done, which resulted in low visibility of my hotel.
2. Surrounding environment analysis:
Although the overall consumption level in our district is not high, the location of our store is unique. Our store is located next to xx National Highway, with excellent location and convenient transportation. It is extremely convenient. It is adjacent to several universities such as the Business School, the Polytechnic Institute, and the School of Mechanical and Electrical Engineering. Therefore, there are many vehicles passing by, and mobile customers are a potential consumer group. Although college students have no income, they are not a low-consuming group. There are more than 10,000 students in business schools alone. If we can provide products suitable for students and attract them to our store at a low price, this can be said to be a huge market. .
3. Competitor analysis:
There are no hotels of similar quality to ours around our store. There are only many small restaurants, although they do not have the ability to compete with us in terms of business capabilities. Although its strength is high, its low-end dishes are of good quality and low price, attracting a large number of nearby residents and students. Overall, their operating conditions are good. Although our facilities and services are good, due to errors in market positioning, our actual operating conditions are not ideal and we are at a disadvantage compared with hotels of the same level in the market.
4. Analysis of our store’s advantages:
(1) Our store is a subsidiary of xx Group. xx Group is a well-known enterprise in our city. Its company’s strong strength cannot be tolerated. Therefore, when planning carefully, we should also make full use of our brand effect and fully explore the huge connotation of its brand, so that consumers will not have doubts about our catering products and fully believe that we provide high-quality products. , we should fully pay attention to this in our planning to attract consumers.
(2) Our store has good hardware facilities, strong funds, and has its own parking lot and a large area of ??available space. This can be used to attract passing drivers and to develop some promotional programs to attract students.
Opportunities: ① The strong strength of the company provides conditions for our development; ② Convenient transportation and a huge potential customer base; ③ Good hardware and existing high-quality staff provide our Provides broad scope for adjustment and development.
2. Target market analysis
The target market is the most promising consumer group. The clarification of the target market can not only avoid the waste of influence, but also make the advertisement more targeted. Advertising without a target market is tantamount to "a blind man riding a blind horse."
The target market should have the following characteristics: it is a consumer group that is interested in hotel products and has the ability to pay, and it is also a consumer group within the hotel's capabilities.
Hotels should identify target markets as clearly as possible and conduct detailed analysis of target customers to better utilize the opportunities represented by this information in order to make customers more satisfied and ultimately increase sales. Customer resources have become the source of hotel profits, and existing customers' consumption behavior is predictable, service costs are lower, and they are not as sensitive to price as new customers. It can also provide free word-of-mouth publicity. Maintaining customer loyalty prevents competitors from competing for market share while maintaining a stable hotel workforce. Therefore, integrating customer relationship marketing and maintaining customer loyalty can bring the following benefits to hotels:
1. Obtain more customer shares from existing customers. Loyal customers are willing to purchase more hotel products and services. The consumption of loyal customers is two to four times that of discretionary consumption. Moreover, as the age of loyal customers increases, their economic income increases, or the business of the customer unit itself grows, the number of loyal customers increases. growth, its demand will also grow further.
2. Reduce sales costs. Hotels require a lot of expenses to attract new customers, such as various advertising investments, promotion expenses and time costs to understand customers, etc. However, the cost of maintaining long-term relationships with existing customers is decreasing year by year. Although in the early stages of establishing a relationship, customers may have many questions about the products or services provided by the hotel, which requires a certain amount of investment from the hotel, but as the relationship progresses, customers become more and more familiar with the hotel's products or services, and the hotel We also know the special needs of customers very well, and the required relationship maintenance costs become very limited.
3. Win word-of-mouth publicity. For some of the more complex products or services provided by the hotel, new customers will feel greater risks when making decisions. At this time, they will often consult the hotel's existing customers. The suggestions of old customers with high satisfaction and loyalty often play a decisive role, and their strong recommendations are often more effective than various forms of advertising. In this way, the hotel not only saves the sales cost of attracting new customers, but also increases sales revenue, thus increasing the hotel's profits.
4. Improvement of employee loyalty. This is an indirect effect of customer relationship marketing. If a hotel has a considerable number of stable customers, it will also form a long-term and harmonious relationship between the hotel and its employees. In the process of providing services to satisfied and loyal customers, employees realize the realization of their own value, and the improvement of employee satisfaction leads to the improvement of hotel service quality, which further improves customer satisfaction, forming a virtuous circle.
Based on our previous analysis and the current market conditions, we should position our main target customers at the general public, nearby college students, and passing drivers, and then attract some middle- and high-income consumer groups on this basis. They have the following characteristics:
1) Their income level or spending power is average, they pay attention to affordability and cleanliness, and spending in hotels is usually to entertain friends and relatives or to improve their lives during holidays.
2) Do not have high spending power on a regular basis but have an occasional desire to improve their lives.
3) Pay attention to safety and hygiene and require a more comfortable dining environment. Students prefer a stylish and stylish dining environment.
3. General marketing strategy
1. “People’s high-end hotel” - unique culture is the magic weapon to attract consumers. We position ourselves culturally. Although we regard The hotel is positioned for low- and middle-income people and nearby college students, but this does not mean that the hotel's taste and product quality are reduced. We must provide customers with high-quality catering products and services at low prices, and we must never exchange low quality for low prices. , This is also a respect for customers
2. Carry out three-dimensional publicity to highlight the characteristics of the hotel so that consumers can have a perceptual understanding of XX Hotel. Let consumers realize that what we provide them is a place where they can enjoy life. You can target the hotel's environment and location in newspapers to attract consumers' patronage. Let customers gain a kind of "noble" psychological satisfaction.
3. Use strong advertising, such as newspapers, in order to cause a "sensational effect" as a strong sales, thereby attracting the attention of a large number of consumers and building popularity.
4. Action plan and execution plan for xx
(1) Sales method strategy:
1. Change the cuisine of the business. In the past, we mainly dealt in Cantonese cuisine and seafood. This year, we can "blur" the concept of cuisine. As long as customers like it, we can make popular dishes or high-end dishes according to needs. On the surface, this means that our hotel does not have special dishes. In fact, Otherwise, popular cuisine is not the same as low-end cuisine. Cantonese cuisine and seafood are generally expensive and not suitable for the tastes of ordinary people, so the consumption potential is not great. When we compile the menu, we can choose the "best" of each cuisine. , select representative dishes and make appropriate adjustments according to market and seasonal changes. With these "essences", we are adding a large number of popular dishes. In this way, we can give customers a lot of choice and adapt to the needs of people with different tastes.
2. Reduce vegetable prices to attract customers. Vegetable prices have dropped overall. Some high-end dishes can be priced higher, while most dishes are high-quality and low-priced. Overall, vegetable prices are low, but they also meet the requirements of high-spending customers.
Price strategy:
①Preferential discounts.
②Lottery draws and premium gifts.
3. Provide low-priced and high-quality set meals and fast food for ordinary people and students. Packages are divided into different grades, but they are mainly based on the number of people, such as packages for 4 people, packages for 6 people, and packages for 8 people. The more people, the lower the price, which can attract more people to consume. The main purpose is to win with benefits. Fast food is launched for students. The price is slightly higher than that in the student cafeteria, but the quality is higher than the big pot dishes in the cafeteria. The hotel's spare parking lot has been transformed into an entertainment and leisure plaza, using an open-air format and a four-seat dining table (with umbrellas) to facilitate students to chat casually. Free karaoke, TV, and various drinks are provided.
4. Provide drivers with convenient and fast meals and free parking.
5. Provide wedding and birthday banquet services to nearby residents.
6. Carry out promotional activities during the New Year.
(2) Advertising strategy.
Hotel advertising is a means of publicizing or promoting to target consumers or the public by purchasing time, space or layout of a certain communication medium. The significance of hotel advertising to hotels is reflected in the following aspects: establishing an image for the hotel or hotel group and its products, and stimulating potential consumers' purchasing motives and behaviors. Consumer perception is very powerful in influencing purchasing decisions. When marketing reaches a higher level or products are more homogeneous, marketing is not a product war, but a perception war. This is exactly what happens in the hotel market. But people's perceptions are not necessarily based on reality. Advertising is a useful tool for companies to correct and guide perceptions.
1. Market positioning:
It is to occupy a specific part in the minds of consumers with a clear concept to influence their consumption intentions.
Advertising appeal: Let you become a real God.
2. The performance principles and key points of advertising.
A. Quality is guaranteed by strength.
B. I’ll give you a surprising price first. If you don’t take action, you’ll be heartbroken.
C. Create a culture in advertising.
3. Key points of appeal.
A. Corporate image advertising.
B. Product impression advertising.
C. Promotional advertising.
4. Implementation method.
① Newspaper advertising is the key to the entire advertising. Advertise in influential newspapers in the city.
② Promotional posters.
③Comprehensive poster.
④Company name flag enhances the company’s image.
⑤ Distribute advertising gifts on site.
⑥On-site lottery activities and premium gifts will be held.
5. Evaluation and control
1. Annual plan control: Responsible for by the general manager, the purpose is to check whether the planned indicators are achieved, through sales analysis, market share analysis, cost percentage analysis, customer attitude analysis and other ratios to measure the quality of plan implementation.
2. Profitability control: The marketing controller is responsible for controlling the hotel by analyzing the products, sales areas, target markets, sales channels and reservation numbers, and checking the hotel's profit or loss.
3. Strategic control: The marketing director and hotel correspondent are responsible for checking whether the hotel has seized the best marketing opportunities by checking the marketing list, and checking the overall situation of products, markets, sales and overall marketing activities. .