1. Marketing Plan
----Souvenir Shop in Hotel Z
HTM2121
TOURISM AND HOSPITALITY MARKETING
Developed by:
11242209D LI Yi Yan
10837422D QIAO Chuyin
10800268D WANG Xueqing
11361875D WONG Lai Yan

2. Outline
• Marketing Strategies
• External Environment and Programs
Analysis • Implementation
• Objectives milestones
• Target market • Marketing Budget
• Marketing controls

3. External Environment Analysis
• MACROENVIRONMENT
• MICROENVIRONMRNT

4. Macro-
environment
Demography
 Target market: Business visitors
- more willing to pay
- visit Hong Kong more often
- create profits
- buy souvenirs to colleagues
and family members

5. Macro-
environment
Economy
 Economy is recovering
(Local, Region & Global)
GDP & Purchase power ↑
Profit ↑

6. Macro-
environment
Technology
•Near Field Communication
•Efficient process
•Expand business scale

7. Macro-
environment
Political-Legal trends
 Minimum wages policy
 Individual Traveling Scheme
→ attract more customers
 Taxing Policy
→ save money
→ profits may cover the
increased cost

8. Macro-
environment
Social-cultural trends
 Multi-cultural society
 Attract different visitors

9. Macro-
environment
Natural Trends
 Eco-friendly products
→ Selling point

10. Micro-
environment
Marketing intermediaries
 Travel agencies
→ provide leaflets
 Online-booking website
→ upload products’ catalog

11. Micro-
environment
Publics
 Mass media
 Travel website
 Promoting Souv-Z by
word-of-mouth and positive
comments

12. Micro-
environment Customers
 2010 Visitor arrival : 22%
 Overnight visitor spending : 38%
 Rank souvenir in top ten of
item bought
Competitors
 Shopping Malls
 Souvenir shop in airport
 Other online shops

13. Objectives
• Maintain the guest retention
• Build up the hotel brand
image
• Generate sales revenue to
establish a profit

14. Target market
 Target customer: business travelers who
are staying or used to stay in Hotel Z
Limited time and relative low interests for
shopping
 Needs of purchasing souvenirs
 Diverse distribution channel
Convenient payment method

15. Marketing Strategies and
Programs
• Positioning
• Marketing Mix
Products and services
Price
Place
Promotion

16. Positioning
 Souvenir shop in Hotel Z
 Physical shop and online store
 Maximum convenience for customers
 Delicate products and intimate service

17. Marketing Mix
Products and services
Products
 Hotel-Series souvenirs
 Hong Kong-Image
souvenirs

18. Products
Hotel-Series souvenirs Hong Kong-Image souvenirs
 Hotel Z post cards(5 pieces per  “I Love HK” T-shirts
set)  Post cards of attractions in Hong
 Hotel Z stationery set Kong (made in recycled-paper)
 Tang-style suits
 Hotel Z snacks & coffee
 Chopsticks & folding fan
 Hotel Z models
 Models of famous Hong Kong
 Hotel Z mugs
attractions
 Little craftwork made in china

19. Marketing Mix
Products and services
Products Services
 Hotel-Series souvenirs  Free Delivery Service
 Hong Kong-Image  Room Service
souvenirs  Online Shopping Service
 Corporate Gift Program

20. Marketing Mix
Price
 Cost-based Pricing approach
 Mark-up cost: 50% to 233%
Hotel-Series  Bulk Orders: 15% discount
Souvenirs
Product Name Unit Cost (HKD) Mark-up Cost Selling Price
(%) (HKD)
Hotel Z post cards 15 233 50
(5 pieces per set)
Hotel Z stationery set 33 164 88
Hotel Z snacks & coffee 5-100 100 10-200
Hotel Z models 100 50 150
Hotel Z mugs 50 66 88

21. Marketing Mix
Price
Hong Kong-Image
Souvenirs
Product Name Unit Cost (HKD) Mark-up Cost Selling Price
(%) (HKD)
“I Love HK” T-shirts 40 50 60
Post cards of 3 66 5
attractions in Hong
Kong
Tang-style suits 200 50 300
Chopsticks & 30 100 60
folding fan
Models of famous 40 50 60
Hong Kong
attractions
Little craftwork 27 80 50
made in china
Delivery Service: 0
Room Service 0
Online Shopping VIPs:0
Service Non-
VIPs:according
to the weight

22. Marketing Mix
Place
 Storefront
 Room Service
 Online Store

23. Marketing Mix
Promotion
Customers in Hotel Z Customers of Online Store
 Conspicuous location  Advertisement on Hotel
 Table stands in guest Z’s website
rooms
 Coupons and Lucky  E-mails to previous
draw customers
 Recommendation
during check-in and
check-out

24. Implementation milestones
Milestones Start End Budget Responsible Evaluation Method
Date Date department
Set up storefront Apr.1 Apr.30 $18,000 Sales& Marketing Guests’ survey
Website design Apr.1 Apr.30 $ 5,000 Technology Page view
Coupons May 1 Oct.30 $ 8,000 Sales& Marketing Coupons usage
Email promotion May 1 Jul.31 Nil Sales& Marketing Guests’ survey
Table stand May 1 Nil $1,000 House-keeping Guests’ survey
Lucky draw May 1 Nil $ 6,000 Sales& Marketing Participation
Recommendation May 1 Nil Nil Front office Guests’ response

25. Marketing Budget
BUDGET FOR YEAR ONE
• PROJECTED TOTAL EXPENSES: HK$ 380,500
• PROJECTED TOTAL SALES: HK$ 483,000
• TOTAL REVENUE: HK$102,500
• PREDICTION: REVENUE IN YEAR TWO
∵ - PROMOTIONS ATTRACT MORE CUSTOMERS
- SOME EXPENSE OF STARTING BUSINESS IS NOT
NEEDED

26. Marketing controls
• MAINTAIN GUEST RETENTION
• BUILD UP THE BRAND IMAGE OF
HOTEL-Z
• GENERATE PROFIT

27. Maintain guest retention
 Calculating the percentage by check-in
system
 Adjustment:
- send promotion activities
→ may consider living in Hotel-Z when they
visit Hong Kong again

28. Build up the brand image of Hotel-Z
 Collect customers’ opinion
-1st: before Souv-Z open
-2nd: After Soun-Z has been operating for 6
months
 Adjustment
→promote the outstanding side

29. Generate profit
 Monthly financial report
→ control the budget
→ clean financial situation
→ planning
 Adjustment
- discount
- survey

30. Thank
you!