Marketing planning scheme of hotel wedding banquet (1)
I. Mission Overview The hotel is located in Shanghai Hongqiao Senior Commercial and Residential District, with business guests and conference guests as its main target market. In the forest-like garden and standard tennis court, you can see the guests walking and exercising leisurely, quiet and full of energy. In order to make full use of the existing resources of the hotel and further expand the business market, it is planned to develop wedding banquet combination products. The demand of the wedding banquet market is enough to become another hot business spot of the hotel, which is expected to bring 15% sales revenue to the hotel.
Second, the market analysis
According to incomplete statistics, at present, 30% of the turnover of hotel catering business in Shanghai comes from wedding banquets. The hotel is attractive to wedding guests, which mainly has the following advantages:
(1) The hotel environment is elegant, "fashionable enough" and keeps pace with the times;
(2) there are rooms for guests to make new homes;
(3) There are many supporting services, which saves the energy of the guests.
The attitude of new people towards weddings and wedding banquets is that marriage is a lifelong matter and should be grand, but they don't want to spend too much energy on it. Obviously, most hotels have met the needs of the wedding banquet market. Most wedding banquets, which account for 30% of the hotel's catering revenue, cost more than 1 1,000 yuan. If the wedding planning is more emotional, the content is richer and the service is more thoughtful, I believe there will be guests willing to buy more valuable products at higher prices. Among Shanghai hotels, the starting price of the wedding banquet in Garden Hotel is 1888 yuan per table, which is different from that in ordinary hotels.
Three. Overview of Hotel Environment, Facilities and Services
1, the geographical environment of the hotel
The hotel is located in the middle section of Hongqiao Road, which is an important passage in the west area of Shanghai, and is surrounded by world trade center, international trade center, international exhibition center, friendship mall and other advanced commercial exhibitions and commercial and residential places. In addition, it has also undertaken the most important senior residential areas and expatriate residential centers in Shanghai, such as Gubei New District, Longbai Garden, Jinjiang Jingwei and Huang Chao Villa.
2. Advantages of hotel service facilities
The area of this hotel is unmatched by any other competitors. It has the garden of Shanghai Business Hotel, which is as natural, quiet and pleasant as a forest, and there are hundreds of kinds of flowers, which make the garden look particularly charming. There are several lakes in the park. You can enjoy the reflection or go fishing next to her. Occasionally, if you are not careful, a bird will come and talk to you. There is a feeling of paradise here.
The hotel room is hidden in the Woods. There are TV, mini-bar, telephone, TV channels in seven languages and instant flight information channels synchronized with the airport, and you can enjoy free newspaper delivery, shoeshine and other services.
3. Hotel service
1) The banquet hall of Four Seasons Hall can accommodate 250 people at the same time and serve Chinese dishes. Business hours are 1 1 to 1 1 in the afternoon.
2) The lounge is luxuriously decorated and can accommodate 100 people. Business hours are from 1 1 to 24: 00.
3) Lotus Hall is a la carte hall, 150 teahouse, which specializes in Shanghai cuisine. Business hours are from 7 to 24.
4) Sassoon Garden Restaurant is a western restaurant, headed by a German chef. Business hours are from 7 to 24.
5) The hotel also provides outdoor barbecues for nearly 1,000 people and holds outdoor cold meals.
The hotel comprehensive department has the most complete facilities and projects in Shanghai, including outdoor standard tennis courts, indoor standard swimming pools, squash, billiards, bowling, gyms and other fitness and entertainment projects.
Fourth, the target customers of the wedding banquet
The main tourist markets of the hotel come from foreign employees, celebrities, foreign trading companies, banks and securities institutions. These guests are high-level, spend a lot of money, demand high quality of hotel products and services, and are picky about the environment, so the level of wedding guests should be higher. According to the characteristics of the hotel, we can design a unique wedding package price for white-collar workers with a monthly income of more than 3,000 yuan. The service charge for each banquet is: 1588+ 15%.
Verb (abbreviation for verb) competitor information
leave out
Sixth, the wedding product mix plan
According to the above analysis, hotels should make use of their unique resource advantages to design products that competitors can't imitate in order to win.
(1) Wedding Form
1, Chinese and western wedding
On the beautiful garden lawn, the sun is shining, the birds are playing ... The band is playing cheerful music, the hostess and Mr. Wang are dressed in Chinese (or Western) clothes, and the newcomers are welcomed according to Chinese (or Western) procedures ... The green lawn, purplish carpet and professional service make you feel unique and warm, and the pure gauze skirt flutters in the romantic breeze on the lawn. Let new people remember this flower, this day, this atmosphere and this day. The hotel provides a hostess, a gentleman and an experienced emcee to invite the band. )
2. Fireworks party (the price depends on the size of the wedding banquet)
When the banquet is over, the stars shine at night, and the festive fireworks are colorful in the garden with little lights. People are holding the couple, and such a scene makes the wedding reception come to a climax. The hotel is outside the inner ring and fireworks are allowed, which is an advantage. )
3. Romantic wedding ceremony
In the garden, there are many tall trees, and new people can hang their favorite things on them. A good couple is a godsend, everything will be fine, and the loyalty and eternity of love will be together forever. (The hotel provides a well-designed lifting platform)
4. Water wedding (the price depends on the size of the wedding reception)
The hotel's indoor swimming pool is spacious and magnificent, with a rippling stage and a red carpet. The wedding is held here. Blue is eternal, love is blue. (Hotel layout)
5. Have a wonderful full moon banquet.
Classic European Style Garden Self-help Tea (from zero people in 200 yuan) The outdoor grass restaurant on the beach makes the most beautiful season of life eternal with sincere poems.
(2) Wedding product mix
1, Long Feng Cheng Xiang Banquet (1588+65438+ 05% service charge per seat)
Anyone who patronizes more than 10 seats will get:
(1) honeymoon room for one night (or deluxe executive room for one night to make up the difference in 88 yuan);
(2) A beautiful flower basket and a fresh fruit basket in the guest room;
(3) Two European buffet morning teas in Sassoon Garden Western Restaurant the next day.
(4) Sprite, cola and Tsingtao beer in the wedding banquet (2 hours);
(5) Provide the arrangement of flowers at the main table;
(6) Providing audio equipment;
(7) Provide buses to pick up and drop off guests (within 30 kilometers);
(8) Provide parking spaces for guests.
2. Rose for two (per seat 1888+ 15% service charge)
Anyone who patronizes more than 10 seats will be added or upgraded to:
(9) 1 item honeymoon room upgraded to Hua Qin executive room;
(10) item 3, breakfast the next day was upgraded to room service;
(1 1) Provide a grand wedding ceremony (depending on the weather of the day);
(12) Provide 1 Yingchunhuamen;
(13) Champagne Tower;
(14) The main table presents a 1 bottle of champagne;
(15) presented 1 three-layer festive cake;
(16) guest signature sheet 1 copy;
(17) hold a romantic wedding ceremony (depending on the weather of the day);
(18) Making wedding VCD (video provided by the couple).
3. Luxury wedding banquet (2388+ 15% service charge per seat)
Anyone who patronizes more than 10 seats will be added or upgraded to:
(19) item 9 honeymoon deluxe executive room for two nights;
(20) During the check-in, all items of the General Department (except beauty and massage) are open to newlyweds free of charge.
(2 1) Give two tubes of fresh orange juice to each table;
(22) The main table shows 1 dragon and phoenix sculpture.
(23) Each table will be given 1 bottle of Dynasty Dry Red.
(24) The main table presents 1 bottle of imported champagne.
(25) Give 1 beautiful natural flower.
4. Distinguished concentric banquet (2888+ 15% service charge per seat)
Anyone who patronizes more than 10 seats will be added or upgraded to:
(26) Item 9: Upgrade the honeymoon deluxe executive room to a deluxe suite for two nights;
(27) Provide welcome drinks (Sprite, Coke, Jinbi Mineral Water, Tsingtao Beer) for the wedding in the garden before the wedding reception;
(28) Give two bottles of Dynasty dry red to each table;
(29) Presenting tailor-made theme comics and hotel wedding room layout;
(30) Give a Longbai coupon with a value of 1000.
Seven, advertising planning
(A) advertising creativity and strategy
Subject: XX- Your Love Garden of Eden
Performance:
1, emphasizing the characteristics of forest gardens. The beauty of nature.
2. The garden villa is covered with a red carpet and rises to the depths of the green grass; This is a typical oriental color, which sets off the festive atmosphere.
3. Bihu, Yuxuan Zhongting and Quqiao are leaking; It symbolizes the eternity of love.
4, white-collar workers, stars and other weddings.
5. The tree is hung with knotted souvenirs.
6. The sunshine enters the wedding room through the window, and there is a beautiful breakfast on the table.
Strategy:
1. Let customers know about the wedding products of the hotel.
1) Advertisements released by various media (starting at 3: 00 on 20 10)
2) Planning the wedding banquet of the stars (20 May 20 10/0)
3) Inviting Shanghai white-collar workers to the garden party of the hotel (20 10)
2. Deepen the impression of Longbai wedding supplies.
1) TV station intensive advertising (20 10 September, 30 seconds every day, lasting for one month)
2) Cooperate with TV station "Love Hand in Hand" to hold a program in the hotel garden.
Step 3 remind customers
In 2020, we will start advertising once a month and image promotion activities once a quarter.
Media strategy
1, Shanghai Bride Magazine
This is a magazine for young people who are getting married in Shanghai, which is very targeted. Do an annual advertisement in May and 20 10, 2009.
Content: the image of the wedding banquet, wedding banquet products, and an exclusive interview with the couple in the hotel.
Cost budget: 37,800 yuan.
2. That's Shanghai and Shanghai Talket
These two publications are aimed at foreigners and Shanghai white-collar workers, who are important guests of the hotel wedding banquet. Their yearning for romantic wedding banquets and their spending power determine that they will be interested in watching Longbai's wedding advertisements in their leisure time. Advertise all the year round.
Content: XX's wedding image, perfect fitness facilities and natural beauty.
Cost budget: 53,000 yuan.
3. Jiang Shen Service Herald and News.
These are two newspapers that most young people in Shanghai like, one focusing on leisure and the other on economic information.
Content: wedding supplies
Cost budget: 70,000 yuan.
The second marketing plan of hotel wedding banquet
First, the theme of a happy marriage is from God-given satisfaction to the wedding banquet in XX years.
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: 2.35m * 2m =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
This plan is still a draft, and the shortcomings and imperfections need to be adjusted according to the actual situation. Please invite the managers of relevant departments to participate in the discussion before making a decision.