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1. Integrated Project
Principles of Marketing
GROUP 4
G. Suchet, V. Bogati, A. Schengen, H. Hahm, A. Knapp, S. Chukhlantsau
2. Table of Contents
⢠Introduction to the property
⢠3 buildings
⢠Target markets
⢠Description of our proposal
⢠Current marketing strategies
⢠New marketing strategies offered by our proposal
⢠its advantages & disadvantages
⢠The purpose of the promotion and goals to achieve
⢠The marketing budget and charts
⢠Conclusion
⢠References
3. Les Chalets des
Mosses
⢠three typical Swiss
chalets in Col des
Mosses, Canton de Vaud
⢠in the heart of Swiss Alps
and is easily accessible
by car or train
⢠operates 10 months a
year
⢠school groups,
companies, families,
individuals, (army)
4. Les Chalets des
Mosses
⢠three typical Swiss
chalets in Col des
Mosses, Canton de Vaud
⢠in the heart of Swiss Alps
and is easily accessible
by car or train
⢠operates 10 months a
year
⢠school groups,
companies, families,
individuals, (army)
5. ⢠main building (47 rooms)
⢠âLe Bivouacâ cafĂŠ-restaurant
⢠open to all clients
⢠Mediterranean and Swiss cuisine
⢠easy access to the slopes
⢠provides service for private groups and
events (24 rooms)
⢠restaurant currently operates for catering these
segments
⢠Managerâs idea: create an Italian restaurant open
it to public by winter 2014.
⢠limited number of rooms (14)
⢠very popular destination for little
groups, ski camps or private events
⢠industrial kitchen at the guestâs disposal
6. Target markets
⢠the main geographically targeted
segmentation: The European Union (80%
Swiss, 5-5% from Germany, Hungary,
France, Great Britain, Lithuania, and
Bulgaria) (source: Assistant Manager,
Patrick Evert)
⢠school groups, families, individual guests,
elder people
⢠the destination additionally attracts the
business segmentation (seminars,
conferences and other business-related
courses)
⢠army when the hotel is closed
7. Target markets
⢠the main geographically targeted
segmentation: The European Union (80%
Swiss, 5-5% from Germany, Hungary,
France, Great Britain, Lithuania, and
Bulgaria) (source: Assistant Manager,
Patrick Evert)
⢠school groups, families, individual guests,
elder people
⢠the destination additionally attracts the
business segmentation (seminars,
conferences and other business-related
courses)
⢠army when the hotel is closed
8. Description of our
proposal
⢠Restaurant Les Fontaines
⢠Budget of CHF 500â000
⢠charming Swiss wood furnishing
⢠Le Bivouac offers international dishes; Italian
restaurant 12 km away
⢠features wouldnât be useful to create an Italian
ambiance / a popular and quality restaurant
⢠change the managerâs original idea
⢠with the use of local products - to specialize
in Swiss cheese and âlâeau de vieâ types
⢠serving traditional food (fondue, rÜsti) with
some international favorites (hamburgers,
pastas, club sandwiches, pizzas) + any type of
cheese from our fresh Swiss collection
⢠the bar would provide10 different types of
local spirits called âlâeau de vieâ - meaning
âwater of lifeâ
9. Marketing strategies
⢠an organization concentrates its limited resources on the greatest opportunities to
increase sales and to achieve a sustainable competitive advantage
⢠the development of a successful strategy involves careful scanning of the internal and
external environments.
⢠ďŹnal step:
⢠to create a plan to
monitor progress
⢠and a set of
contingencies if
problems arise in
the implementation
of the plan
10. Marketing strategies
⢠an organization concentrates its limited resources on the greatest opportunities to
increase sales and to achieve a sustainable competitive advantage
⢠the development of a successful strategy involves careful scanning of the internal and
external environments.
⢠ďŹnal step:
⢠to create a plan to
monitor progress
⢠and a set of
contingencies if
problems arise in
the implementation
of the plan
11. Current
Marketing strategies
⢠doesnât currently have a strategy based on ⢠tour operators have a high potential in
the previously mentioned features selling different types of packages
⢠the power of word of mouth advertising and ⢠transportation from the airport, ďŹight or train
tickets
the use of different distribution channels
help the establishment to increase its sales ⢠walk-in: 5% - naturally very low
and its competitive advantage ⢠not very common that guests end up in Les
Mosses without conďŹrmed accommodation
⢠lot of loyal customers, who come back
without any need of further promotion ⢠marketing is crucial
⢠a truck with its logo that is being driven
around in Germany, but not on a regular
basis
⢠percentage of online distribution channels:
Booking.com: 90%; Groups.ch: 5%; Swiss
Trails : 3%; All others : 2%.
⢠Booking.com - no link to Hotel Les Fontaines or
La Sapinière
⢠helps to save expenses - annual
commission for each establishment: CHF
500-700
⢠other online distribution channels are German -
will be an asset - owner would like to target more
German customers
12. New
Marketing strategies
⢠focus on our current target market
⢠with the use of modern marketing tools - reach new market segments
⢠Affordable Method
⢠simple, based on the level we think our company can afford
⢠Total revenues - expenses; then decide how big portion of the remaining funds we would devote to
advertising
⢠improvement of the Les Chalet des Mossesâs ofďŹcial website
⢠insert a slideshow to promote our different packages
⢠before opening our new restaurant in Les Fontaines
⢠place a countdown machine - promote the opening itself
⢠the closer we get to âVision 2020â, the more emphasis will be put on its
promotion
⢠advertise any renovations or improvements in the property:
⢠implementation of a Wi-Fi system
⢠keep current traditional marketing tools: newspapers, billboards, direct
mailers
⢠focus on the previously mentioned promotions
⢠billboards: place some around and inside Les Mosses - work as promotional and guiding tools
⢠start to collect a simple database of customer name, e-mail address and dates of stay
⢠use the social media (Facebook)
⢠improve the Les Mosses page and update
⢠advertising on Facebook is relatively cheap - choice our of desired target market
13. Its advantages &
disadvantages
⢠advantages:
⢠decreased costs, speed, modernity, area of spread
⢠customers will be able to do detailed researches on our
products and services
⢠disadvantages:
⢠no control of negative feedbacks
⢠lower costs - lower quality
⢠keep a balance between the traditional and modern marketing
tools
⢠not all our customers (elder segment) have access to internet
or technology
14. Goals to achieve
update our website and
ASED
Facebook page D ECRE S
sim COST
da ple
tab
as
e
increase
RevPar &
give
recognition to Occupancy
our prosed %
F&B outlet
target the same type of customers
with the use of social media meet their demand
enter new market segments
15. Marketing budget
Current marketing costs:
⢠CHF 3â500 - database management / website designer
⢠Newspapers ⏠2,335.61 company
⢠Advertising ⏠10,303.91 ⢠manage our customer data
⢠Advertising - local ⏠1,510.00 ⢠take care of direct mails
⢠Commission ⏠1,621.64 ⢠website design and social media management
⢠Representation costs ⏠2,067.29 ⢠newspapers & local billboards - CHF 1â500 / CHF 1â000
⢠more efďŹcient marketing strategies
⢠able to lower our costs
⢠keep the representation costs at the same level
AFFORDABLE METHOD
Total forecasted revenue: CHF 2'389'447
Operating expenses: CHF 2'144'152 determine how
---------------------------------------------------- the resources will
Total remaining funds: CHF 245â295
be spent on each
Portion devoted for marketing: CHF 5â000
method
16. Marketing budget
Current marketing costs:
⢠CHF 3â500 - database management / website designer
⢠Newspapers ⏠2,335.61 company
⢠Advertising ⏠10,303.91 ⢠manage our customer data
⢠Advertising - local ⏠1,510.00 ⢠take care of direct mails
⢠Commission ⏠1,621.64 ⢠website design and social media management
⢠Representation costs ⏠2,067.29 ⢠newspapers & local billboards - CHF 1â500 / CHF 1â000
⢠more efďŹcient marketing strategies
⢠able to lower our costs
⢠keep the representation costs at the same level
AFFORDABLE METHOD
Total forecasted revenue: CHF 2'389'447
Operating expenses: CHF 2'144'152 determine how
---------------------------------------------------- the resources will
Total remaining funds: CHF 245â295
be spent on each
Portion devoted for marketing: CHF 5â000
method
17. Marketing budget
Current marketing costs:
⢠CHF 3â500 - database management / website designer
⢠Newspapers ⏠2,335.61 company
⢠Advertising ⏠10,303.91 ⢠manage our customer data
⢠Advertising - local ⏠1,510.00 ⢠take care of direct mails
⢠Commission ⏠1,621.64 ⢠website design and social media management
⢠Representation costs ⏠2,067.29 ⢠newspapers & local billboards - CHF 1â500 / CHF 1â000
⢠more efďŹcient marketing strategies
⢠able to lower our costs
⢠keep the representation costs at the same level
AFFORDABLE METHOD
Total forecasted revenue: CHF 2'389'447
Operating expenses: CHF 2'144'152 determine how
---------------------------------------------------- the resources will
Total remaining funds: CHF 245â295
be spent on each
Portion devoted for marketing: CHF 5â000
method
18. Marketing budget
Current marketing costs:
⢠CHF 3â500 - database management / website designer
⢠Newspapers ⏠2,335.61 company
⢠Advertising ⏠10,303.91 ⢠manage our customer data
⢠Advertising - local ⏠1,510.00 ⢠take care of direct mails
⢠Commission ⏠1,621.64 ⢠website design and social media management
⢠Representation costs ⏠2,067.29 ⢠newspapers & local billboards - CHF 1â500 / CHF 1â000
⢠more efďŹcient marketing strategies
⢠able to lower our costs
⢠keep the representation costs at the same level
AFFORDABLE METHOD
Total forecasted revenue: CHF 2'389'447
Operating expenses: CHF 2'144'152 determine how
---------------------------------------------------- the resources will
Total remaining funds: CHF 245â295
be spent on each
Portion devoted for marketing: CHF 5â000
method
20. Conclusion
⢠the current situation is not very
advantageous for the property
⢠number of online channels used
is high
⢠but it is not the best way to
promote the property
⢠change online marketing
⢠build a simple database
⢠improving the website - allow customers to book directly there
⢠result in less costs (no commission fee)
⢠help to build the data management system for returning customers
⢠little but appropriate changes - the companyâs recognition could be increased
easily
21. References
⢠(n.d.). Retrieved March 15, 2012, from Les Chalets des Mosses: http://
www.leschaletsdesmosses.ch/
⢠Armstrong, G., & Kotler, P. (2011). Marketing - An introduction (Vol. 10).
Harlow, England: Pearson Education Limited.
⢠Christ, S. (n.d.). Traditional Marketing Promotion Tools. Retrieved May 1, 2012,
from eHow: http://www.ehow.com/info_7832469_traditional-marketing-
promotional-tools.html
⢠Evert, P. (2012, March 12). Assistant Manager of Les Chalets des Mosses. (A.
Schengen, Interviewer) Les Mosses, Switzerland.
⢠Schmidt, A. (2012, May 1). Website management - http://www.nmf.ch/. (V.
Bogati, Interviewer)
⢠Traditional Marketing Tactics. (2011, February 12). Retrieved May, 2012, from
Mind Power Marketing: http://www.mindpowermarketing.com/traditional-
marketing-tactics/