htm2121 sem001 gift shop
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Gift Shop at Hotel XHTM2121 Tourism and Hospitality Marketing
Group E
Aika CHAN
Eric CHAN
Nicole LAM
Thomas LAI
Patrick YIU
(SEM001)
Business Concept
• Products:
- “one-of-a-kind” merchandise
- hotel brand identity products
• Name: The Gift
• Type: Gift Shop
• Location: 2/F, Hotel X
Mission
• To provide unique, high-quality products at affordable prices.
• To help people celebrate some of the happiest moments in life.
Resources
• Knowledge of the market
(understand the target market)
• Outstanding Employees- Independence
- Knowledgeable
- Communicate effectively
Objectives
• To increase brand awareness
• Financial: - First 6 months: Break-even
- First year: 8% profit margin
• To build customer loyalty- 4% repeated customer
• Guests of Hotel X- Mainly overseas Travelers
- Male, educated, middle-to-upper class, 26-45 years of age
- want to extend their memorable experience
• White-collars of Tsimshatsui- potential frequent customers
- price sensitive
- Tend to be more thoughtful
- Looking for the best value for money
Positioning
• Quality product at the best prices
• To emphasize value-for-money
• Take a more market-oriented and competitive approach
Products• Brand Identity Products
• Personal Care Products
• Learning Course
• Home-made Food Items
• Seasonal Gifts
Pricing• Cost-plus mark-up pricing
- Mark-up percentage: 30%
- For brand identity products
• Competitive pricing
- For personal care products, learning courses, home-made food items and seasonal gifts
Promotion• In-room & restaurants display (i.e. leaflets &
brochures)
• Ads (e.g. Hotel TV channel & in-room internet)
• Discount and coupons
• Bundle package
• VIP programme
Sales Forecast
• In General: Steadily Growth
• Holiday, Festival: dramatically increase
-> Feb: Lunar New Year
-> Apr: Easter
-> Oct – Dec: Halloween, Christmas and New Year
Marketing Expenses Forecast
• 46% of total sales in the first month
- Put effort to increase our
target customer’s awareness
• Increase in Festival promotion.e.g. Halloween (Oct),
Christmas (Dec)
Marketing
Controls• 4 focus areas
- Revenue
- Sales
- Customer satisfaction
- The frequency of repeated
customers
Contingency Planning
• If achieve the objective
- Keep and build
• If far worse than our expectation
- Investigate the reason
- Find out the need
- Develop vs phase out
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