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Yiu Chi Pang, Jacobs 11199684D
Lam Chi Yin,Janet 11096323D
Choi Mau Ying Uny110342839D
Papa
HTM 2121TOURISM AND HOSPITALITY MARKETING
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FLOW OF PRESENTATION
External Environment
Competitor Analysis
Opportunities and Threats
Business Concept and Objectives
Target market
Market Positioning
Marketing Mix
Milestone
Marketing Budget
Marketing Control
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External Environment
1.Demographic trend
-visitor arrivals broke the record
2.Economic trend
-global GPA has increased by 3.3%
3.Ecological trend
-supply of raw material
-supply of renewable energy
4.Technological trend- Smart phone, renewable-energy machines, E-shop
5.Social-cultural trend
-visitor explore more local culture
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Competitor Analysis
• Organic products
• Relatively low price
• Simple products
• Traditional Chinese products
• Special products
• Not up to date• Lowest price
• Green products• Comfortable
products• Reasonable
price• Simple design
• Culture Museum
• Cultural characteristic
• Raw material and wood
• Highest priceG.O.D. Emoi
MujiYue Hwa
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Other competitor
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Opportunities and Threats
Suppliers
Marketing intermediaries
Customers
Publics Competitors
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Opportunities Threats
Suppliers: ↑supplier of renewable raw materials (Example: Dynamic Energy Alliance recycles the useless tire into raw materials (Dynamic Energy Alliance 2011).
↓raw materials& energy ↑cost &wages
Customers:↑ international attention to Hong Kong culture (Example:Echoes of the rainbow won the Crystal Bear award at the Berlin Film Festival in2010)
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Opportunities Threats
Suppliers: ↑supplier of renewable raw materials (Example: Dynamic Energy Alliance recycles the useless tyre into raw materials (Dynamic Energy Alliance 2011).
↓raw materials& energy ↑cost &wages
Customers:↑ international attention to Hong Kong culture (Example:Echoes of the rainbow won the Crystal Bear award at the Berlin Film Festival in2010)
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Opportunities Threats
Competitor Combine green and HK culture The design of our competitor is too simple- more creative design
Competitors have greater variety of products and more distribution channel
Marketing intermediaries
internet widely-used distribution channelOnline shop , advertisement online
Older generation may not know how to use the internet
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Opportunities Threats
Publics More environmental groups Examples: Green Peace To sell green products
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Business concept & Objectives
• Trendy ,modern products with stylish designs• Aim: increase publicity & profit of Hotel X• Focus: promote Hong Kong culture though
our design• Hotel X: environmentally friendly approach• Promote Hong Kong culture , environmentally friendly.• Objectives of our business : increase 15%of the sales revenue at the end of the second year of operation.
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Target Market
Analysis of our target market: •Guests of Hotel X: Place of residence:Australia (10%) ,USA(10%) Occupation: manufacturing (15%) and trading industry (14%) Purpose of the trip: leisure (51%) business or meeting (31 %) Reservation channel used : internet , hotel website (41%) Online booking website (40%) usually make use of the internet ( statistics provided by Hotel X 2011)
• Impressed by the technological advance & minimalist design like the- they also like the design that can represent Hotel X’s characteristics
(tripadvisor.com 2012)
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Positioning
X
X’s
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MARKETING MIX
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Seasonal Products
e.g. Lunar New Year : T-shirt with Chinese wordings
Product : anything that can be offered to a market for
attention, acquisition, use, or consumption and that
might satisfy a want or need.
PRODUCT
1. Unique selling point – traditional Hong Kong culture
clothing: e.g. Male “tang suit” Female Chinese traditional style
Small quality products:
e.g. keychain, magnet, photo frame
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shopping bags
Clothing
Cosmetic
2. Unique selling point – use of renewable raw materials
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3. Unique selling point – technological products
complement products of Apple
e.g. iphone and ipad case
alumni to design the
cases : Competitive advantage
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show that all of our products are made in Hotel X
attract more customers from all around the world
Hotel X’s logo
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• X real physical shop
• Main selling channel :online shop 24 hours hotline deliver service
SERVICE
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1. Online Promotion own official website: describe our products
group buying: cooperate with GROUPON and BEECrazy
offer some discount
PROMOTION
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2) Direct Mailing send a direct mailing to the guests
order some products
3) Advertising newspapers and magazines
e.g. Umagazines and Weekend weekly
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4) Sale Promotions 20% off to guests who are staying in Hotel X
discount to all guests during Hotel Icon’s anniversary.
5) Personal selling specialists to up sell our products in the concierge
order the products there and some stuff may deliver their order to their room directly
6) Public Relation organize different events throughout the year
lucky draw during Christmas and New Year
E.G up to $1000, lucky draw and win our prize
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• Determinants: product cost & competitors’ selling price• High quality raw materials & high cost technology to
recycle• Psychological pricing strategy
$500-$1000
• Special sales promotions: 20% off discount
PRICE
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• Online shop
Mail delivery
• Marketer promoting products around Hotel X• Brochures at everywhere: concierge, dining tables …
Room delivery
PLACE
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Milestone Start Date End Date Budget Evaluation Method
Advertisement(Magazines)
1st May 2012 30th April 2013 $17,000 Sales Record
(More frequent in the first three months and seasonal events)
Online Management
1st May 2012 30th April 2013 $12,000 Online Sales Record
Promotion Specialists
1st May 2012 30th April 2013 $216,000 Specialists’ Sales Record
Seasonal Events
Lunar New Year, Easter, Summer and Christmas
$40,000 Sales Record
IMPLEMENTATION MILESTONE
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MARKETING BUDGET
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“Cheongsam” “Tang Suit” $1000 each
Festival Products($500 each)
Featured Accessories($500 each)
Recycled Products($1000 each)
Technological Products($500 each)
January $7,000 $3,000 $3,000 $40,000 $45,000February* 16,000 4,000 4,000 60,000 80,000March 10,000 5,000 5,000 40,000 45,000April* 24,000 6,000 6,000 100,000 120,000May 15,000 5,000 5,000 60,000 80,000June 15,000 5,000 5,000 60,000 80,000July 15,000 5,000 5,000 60,000 80,000August* 20,000 6,000 6,000 100,000 120,000September 15,000 5,000 5,000 60,000 80,000October 15,000 5,000 5,000 60,000 80,000November 15,000 5,000 5,000 60,000 80,000December* 28,000 6,000 6,000 100,000 120,000Total $200,000 60,000 60,000 $800,000 $1,010,000
SALES FORECAST
• In the beginning: lower purchase rate• Seasonal events: higher demand• Technological products: more popular
Total Expected Sales Revenue: $2,130,000
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MARKETING EXPENSES FORECAST
• In the beginning: heavier advertising expense (3 months)• Seasonal events: more advertisement• Marketers: two x $9000 per month
Total Expected Marketing Expense: $285,000
Magazine Advertisement
Online Management
Employ Marketers
Seasonal Events
January $2,000 $1,000 $18,000 $-0-February 2,500 1,000 18,000 10,000March 1,500 1,000 18,000 -0-April 2,000 1,000 18,000 10,000May 1,000 1,000 18,000 -0-June 1,000 1,000 18,000 -0-July 1,000 1,000 18,000 -0-August 1,500 1,000 18,000 10,000September 1,000 1,000 18,000 -0-October 1,000 1,000 18,000 -0-November 1,000 1,000 18,000 -0-December 1,500 1,000 18,000 10,000Sub-Total $17,000 $12,000 $216,000 40,000
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• Regular control and monitoring work
Room for improvement?
• Planning• Measurement
Statistical reports, mystery shoppers’ reports …
• Corrective action
Training programme, fire staff, revising standards …
• Evaluation
MARKETING CONTROLS
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Thank you !!
THE END