MARKETING PLAN
Table of Content
No. 1. 2. 3. 4. Hotel Mission Statement and Positioning Statement Executive Summary Competition Analysis / S.W.O.T. Analysis Statistical Analysis: Available / Sold Rooms, Fair / Actual Market Share, Average Rate, RevPAR, Occupancy. 5. 6. 7. 8. Geographic Origin of Guest and Guest Nationality Room Segmentation Report Key Calendar Year 2004 Market Segment Productivity: Rooms (*based on five key room segments) Restaurants / Bars (*based on four rest / bars) 9. Public Relations: Overview / Objectives / Strategies / Action 10. 11. 12. 13. 14. 15. 16. Collateral: Printing Requirements / Costs Advertising: Objectives / Strategies Sales Trips / Trade Shows Direct Marketing Organization Chart Marketing Budget Advertising Brief Page
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MARKETING PLAN
1. HOTEL MISSION STATEMENT
OUR VISION "Creating Memories of Bali the island of Paradise" Our Declaration We are committed to creating memories of Bali as an island of paradise by being a fun, enthusiastic and high performance teams. We lead with a vision of excellence, integrity and support for one another, while sustaining an environment of pristine beauty and island of paradise. OUR VALUES Creativity: Where others see limits, we create opportunities. Excellence: We strive to be the best through consistent delivery of service and products. Support: We assist and partner with each other to succeed and build solid relationships to reach our goals, dreams and aspirations. High Performance: We aspire to be a Championship Team. Integrity: Our actions are our words. Commitment: We promise to work together, be accountable and exercise service excellence on a consistent basis. Pristine Beauty: Breathtaking beauty and natural surroundings set us apart. Island of Paradise: We create "Memories of Aloha" through our Hawaiian culture, language and values.
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POSITIONING STATEMENT
Our Hotel, being the first independent hotel that managed by a senior hotelier will position itself as the leading hotel in Tuban area, by offering some quality service and value of money, at the same time focusing on the needs of both overseas tourist and local tourist based the markets. For this to achieve, we will foster an environment in which all our employees can play a part through continued training in excellence, emphasis on teamwork, effective communication and innovation in all areas of the hotel operation.
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2.
A. Situation Overview A. Local situation
Our location is the North of Kuta just 5 minutes drive from International Airport Ngurah Rai and Our Hotel was located in front of Biggest and Famous Hotel, just walking to Shopping Center Kuta, Bowling Club, and Legendary Kuta Beach. Just only one hotel under development in surrounding our hotel, this hotel maybe will operate some times within the year 2009. Other development is shopping mal that still under construction in the area not far from our hotel. Kuta area is famous destination for Australian Tourist, but not only from Australia the other country i.e., Germany, Holland and domestic tourist now are starting to choose Kuta and Tuban area as their destinations. Kuta Beach is good place for surfing; body sun bake; relaxation with some fun games. The traditional masseur will to offer you for relaxation massage and bridal your hairs, juts when you desire. Other than a legendary beaches in Tuban area there a lot of big shopping mal such as Matahari and Kuta Square Shopping Arcade also to sell a lot of cheaper souvenirs and things such as CD’s; Watches; Bags; and Tropical Fashion of Clothes.
EXECUTIVE SUMMARY
B.
Product and Services
The room types are: - Standard Room totally 25 rooms; - Superior Room totally 25 rooms; - Deluxe Room totally 75 rooms; - Suite Room totally 10 rooms. The restaurant as follow: - Balinese Coffee Shop will be focused to sell Indonesian specialties or local dishes and be decided as a place to the guest take a breakfast each morning from 06:30 am to 11:00 am; - Tanah Lot Café Down Stair will be focused to sell combine western and local dishes and be decided open from 07:00 am to 12:00 pm; - Tanah Lot Café Up Stair will be decided as bar and karaoke a place for the guest who will be enjoyed the drink and to sing or to watch a football and/or films. - Hong Kong Restaurant be focused to sell Chinese Food, be decided to open from 10:00 am to 23:00 pm; - Sunken Pool Side Bar will be served a lot several of drink be decided to open from 07:00 am to 22:00 pm.
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C. Competition
From the personal observation of hotels at Tuban area as follow: General Competitor Now the competitors was very dilate as an impact of pricing policy for five and four star hotel does not reflect to their class. Some five and four-star hotels are sold the room with very low price, so to analyze competitor as framer would be to consider also with hotel above Bali Rani Hotel category. Hotel Competitor1 The Competitor1 is located in ____________ and closed by ___________ distance ______ km from our hotel. The room available is 312 rooms and the rate as follow: PUBLISH INTERNET - Superior Room (200) Single / Double US $ 000,00 US $ 00,00 - Premier Room (27) Single / Double US $ 000,00 US $ 00,00 - Pool View Room (3) Single / Double US $ 000,00 US $ 00,00 - Family Garden View (27) Single / Double US $ 000,00 US $ 00,00 - Family Pool View (17) Single / Double US $ 000,00 US $ 00,00 - Executive Suite (12) Single / Double US $ 000,00 US $ 00,00 - Extra Bed US $ 000,00 US $ 00,00 The above rates all was excluded 21% tax and service charge for Publish and net for Internet Rates Compulsory Christmas Eve Diner the price to be advised Compulsory New Year Eve Dinner the price to be advised High Season Surcharge US $ 00,00 per room per night Peak Season Surcharge US $ 00,00 per rooms per night Meeting Room capacity from 50 up to 300 persons
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Hotel Competitor2 The Competitor2 is located in ___________ and closed by _____________ distance ____km from our hotel. The room available is 243 rooms and the rate as follow: - Standard Room Single / Double US $ 00,00 / US $ 00,00 (50%) - Superior Room Single / Double US $ 00,00 / US $ 00,00 (50%) - Deluxe Room Single / Double US $ 00,00 / US $ 00,00 (50%) The above rates all was excluded 21% tax and service charge Not Compulsory Christmas Eve Diner Not Compulsory New Year Eve Dinner High Season Surcharge US $ 00,00 per room per night Peak Season Surcharge US $ 00,00 per rooms per night No Meeting Room Hotel Competitor3 The Competitor3 is located in _____________ and closed by ___________ distance ______ km from our hotel. The room available is 137 rooms and the rate as follow: - Superior Room Single / Double US $ 00,00 / US $ 00,00 - Deluxe Room Single / Double US $ 00,00 / US $ 00,00 - Deluxe Cottages Single / Double US $ 00,00 / US $ 00,00 - Extra Bed US $ 00,00 The above rates all was included 21% tax and service charge Compulsory Christmas Eve Diner US $ 00,00 Compulsory New Year Eve Dinner US $ 00,00 High Season Surcharge US $ 00,00 per room per night Peak Season Surcharge US $ 00,00 per room per night Meeting Room capacity from 50 up to 300 persons
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D. Marketing Strategies 1. Advertising
Overseas advertising budget will be used to support the Travel Agents Brochures and produce some flyer for hotel packages. Local advertising budget will be used to support the Travel Agents Brochures and produce some flyer for hotel packages.
2.
Sales
To identify and develop partnership alliance will major Tour Operator in Indonesia (Locally Bali, Surabaya, Bandung and Jakarta) and overseas. To identify and evaluate on emerging market opportunities with Australia, Europe, Local and Asian Countries To introduce “Conference Network” package to all corporate and commercial accounts overland and local, to catch the incentive market segment as well. Bonus Scheme Program, will be given directly to major supporter i.e., Wholesalers in Australia and Europe. To attend Overseas Sales Trip and Sales Blitz to Travel Agents and Tour Operator as per scheduled where prepared already as at the attachment.
3.
Joint Marketing
To arrange with Credit Card Company (BCA Card Center, Dinners Card Center and American Card Center) to get into there monthly magazines for free To continue with the Airline to feature our Hotel in the guide book to their Preferred Members Card Holder and also to feature in their in-flight magazine with special offer to some airlines passengers (i.e., Star Air; Lion Air, Bouraq Airlines; Merpati Airlines and Mandala Airlines), who show a boarding can pass within 48 hours will get a special rate.
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E. Food & Beverage OUR HOTEL Food & Beverage Competitor Analysis
Restaurant 2 A Value of Money Restaurant 3 B Value of Money Restaurant 4 C Moderate Our Restaurant A Value of Money
Restaurant 1 Class of Restaurant Price Number of seats Menu & Drink List Western Food, Chinese Food; Local Food; Beer, Wine & Soft Drink A Value of Money
Western Food, Chinese Food; Local Food; Beer, Wine & Soft Drink
Western Food, Chinese Food; Local Food; Beer, Wine & Soft Drink
Western Food, Chinese Food; Local Food; Beer, Wine & Soft Drink
Western Food, Chinese Food; Local Food; Beer, Wine & Soft Drink
Entertainment and Other Facilities
Special event only
Live Music & Special Event
Live Music on Special Event
Live Music once week
None
Other Features
Commission for guide and driver
Non Commissionable
Commission for guide and driver
Commission for guide and driver
Commission for guide and driver
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MARKETING PLAN
3. COMPETITION ANALYSIS/ S.W.O.T. ANALYSIS
OUR HOTEL Marketing Plan Competition Analysis
Star Number of Rooms 1. Date Opened Major Renovation 2. Type of Hotel Competitor1 4 312 Rooms Month, Year ____________________ _______________ _______________ Competitor2 3 243 Rooms Month, Year ____________________ _______________ _______________ Competitor3 3 137 Month, Year ____________________ _______________ _______________ Our Hotel 3 104 Rooms Month, Year ____________________ _______________ _______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ Good Free None ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ____________________ _______________ _______________ _______________
Rate in General Special in Room Facilities
Swimming Pool & Other Sport Facilities
Parking City Center Transport Other Features
______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ Good Free None ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ____________________ _______________ _______________ _______________
______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ Good Free None ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ____________________ _______________ _______________ _______________
______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ Good Free None ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ____________________ _______________ _______________ _______________
Food & Beverage Nb of Restaurant Weekender Room Service Nb of M.R Min. Nb of Prs. Max. Nb of Prs. Banqueting Fac. Sales & Marketing Hotel Package
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MARKETING PLAN
3. COMPETETION ANALYSIS / S.W.O.T. ANALYSIS
STRENGTHS
Hotel 1 ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________
Hotel 2 ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________
Hotel 3 ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________
Hotel 4 ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________
Our Hotel ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________
WEAKNESSES
OPPORTUNITIES
THREATS
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4. STATISTICAL ANALYSIS
OUR HOTEL Marketing Plan Statistical Analysis
Hotel 1 LAST YEAR Room Available Room Sold % Occupancy Actual Market Share Average Room Rate RevPAR MID YEAR ACTUAL Room Available Room Sold % Occupancy Actual Market Share Average Room Rate RevPAR Hotel 2 Hotel 3 Hotel 4 Our Hotel
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5. GEOGRAPHIC ORIGIN OF GUEST AND GUEST NATIONALITY
OUR HOTEL Guest Profile Analysis Geographic Origin of Guest and Guest Nationality
Country
Australia New Zealand & South Pacific TOTAL AUSTRALIA/NEW ZEALAND Brunei Hong Kong India Indonesia Korea Malaysia Pakistan P.R. of China Philippines Singapore Sri Lanka Taiwan Thailand Others TOTAL ASIA Bahrain Kuwait United Arab Emirates Others & Africa TOTAL MIDDLE EAST Austria Belgium Denmark Finland France Germany Italy Netherlands Norway Spain Sweden Switzerland United Kingdom Others TOTAL EUROPE Canada United States of America TOTAL NORTH AMERICA Argentina Brazil Mexico Others TOTAL CENTRAL & SOUTH AMERICA TOTAL AFRICA TOTAL JAPAN TOTAL PRODUCTION
Last Year 2007 Room Night %
Forecast Room Night
2008 %
Budget 2009 Room Night %
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6. ROOM SEGMENT REPORT
Market Segments
Individual Business (IB) Rack Rate Corporate Rates Commercial Rates Unique Programs (Business) Hotel Packages (Business) Other
Definitions
Market Category
Group Business (GB) Air Crew Meetings/Incentives/Conventions Exhibitions Sport Events
Individual Leisure (IL) Rack Rate Unique Programs (Leisure) Hotel Packages (Leisure) Contracted Leisure Rates Airline Related
Group Leisure (GL) Series Ad Hoc Airline Delayed Complimentary Rooms Other
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7. KEY CALENDAR YEAR 2009
MONTH DATE EVENT % Occupancy Target Market
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8. MARKET SEGMENT PRODUCTIVITY
A. Corporate & Business
Objectives Room nights 2007 2008 2009 % Change Avg. rate % Change Revenue % Change
Market Situation
Key Strategies
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8. MARKET SEGMENT PRODUCTIVITY
A. Corporate & Business
Action
By Who When
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8. MARKET SEGMENT PRODUCTIVITY
B. Leisure
Objectives: Room nights 2007 2008 2009 % Change Avg. rate % Change Revenue % Change
Market Situation:
Key Strategies:
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8. MARKET SEGMENT PRODUCTIVITY
B. Leisure
Action
By Who When
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8. MARKET SEGMENT PRODUCTIVITY
C. Hong Kong Restaurant:
Objectives: # Of covers 2007 2008 2009 % Of change Avg. food check % Of change Total food revenue % Of change
Market Situation:
Key Strategies:
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MARKETING PLAN
8. MARKET SEGMENT PRODUCTIVITY
C. Hong Kong Restaurant:
Action
By Who When
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8. MARKET SEGMENT PRODUCTIVITY
D. Tanah Lot Café:
Objectives: # Of covers 2002 2003 2004 % Of change Avg. food check % Of change Total food revenue % Of change
Market Situation:
Key Strategies:
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MARKETING PLAN
8. MARKET SEGMENT PRODUCTIVITY
D. Tanah Lot Café:
Action
By Who When
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8. MARKET SEGMENT PRODUCTIVITY
E. Sunken Pool Bar:
Objectives: # Of covers 2007 2008 2009 % Of change Avg. food check % Of change Total food revenue % Of change
Market Situation:
Key Strategies:
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8. MARKET SEGMENT PRODUCTIVITY
E. Sunken Pool Bar:
Action
By Who When
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MARKETING PLAN
8. MARKET SEGMENT PRODUCTIVITY
F. Room Service:
Objectives: # Of covers 2007 2008 2009 % Of change Avg. food check % Of change Total food revenue % Of change
Market Situation:
Key Strategies:
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8. MARKET SEGMENT PRODUCTIVITY
F. Room Service:
Action
By Who When
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8. MARKET SEGMENT PRODUCTIVITY
G. Balinese Coffee Shop:
Objectives: # Of covers 2007 2008 2009 % Of change Avg. food check % Of change Total food revenue % Of change
Market Situation:
Key Strategies
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8. MARKET SEGMENT PRODUCTIVITY
G. Balinese Coffee Shop:
Action
By Who When
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9. PUBLIC RELATIONS
Overview
Objectives
Strategies
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9. PUBLIC RELATIONS
Action
By Who When
Action
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10. COLLATERAL - PRINTING COSTS
ITEM PURPOSE TARGET MARKET DISTRIBUTION TOTAL QUANTITY COST TARGET DATE
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11. ADVERTISING
Objectives
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Strategies
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12. SALES TRIPS / TRADE SHOWS
DATE COUNTRY SALES TRIP / TRADE SHOW WHO IS ATTENDING PURPOSE / TARGET MARKET BUSINESS POTENTIAL COST
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13. DIRECT MARKETING
DATE TARGET MARKET OFFER DISTRIBUTION QUANTITY COST
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14. Organization Chart
Managing Director
Resident Manager
A. Managing Director
Director of Finance
Sales Manager
F.O Manager
Housekeeper
FB Manager
Chief Eng.
HRD Manager
Chief Accountant
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15. MARKETING BUDGET
DESCRIPTIONS PAYROLL - Salaries & Wages - Other Benefits TOTAL PAYROLL OTHER EXPENSES Uniforms Laundry Uniforms Printing & Stationary Painting & Decorations Promotion Materials Telephone & Fax Transportations Data Processing Postage & Telegram Agents Entertainments Marketing Fees Advertising & Promotions Broadcasting & Televisions Traveling Expenses Commission Travel Agents Miscellaneous TOTAL OTHER EXPENSES TOTAL MARKETING Last Year Amount 2007 % Forecast Amount 2008 % Amount Budget 2009 %
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16. 2009 Advertising Briefing Form
1. Primary Marketing Objective(s)
I) II) III) 2.
____________________________________________________________________________________________________________ ____________________________________________________________________________________________________________ ____________________________________________________________________________________________________________ What Are Your Key Selling Points?
I) II) III) IV) V) VI) VII) Page:
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3A. Please Provide A Breakdown Of Where Your Business Comes From 2008 Business Traveler % ___________ ___________ ___________ Ave. Length Of Stay ___________ ___________ ___________ Leisure % Ave. Length Of Stay ___________ ___________ ___________ Business Traveler% ___________ ___________ ___________ 2009 Ave. Length Of Stay ___________ ___________ ___________ Leisure % Ave. Length Of Stay ___________ ___________ ___________
Country Primary I) ___________ II) ___________ III) ___________ Secondary I) ___________ II) ___________ III) ___________
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____________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________ Cont'd 3B. Please Provide A Breakdown Of Where Your Business Comes From Airline Crew 2008 Airline I) II) III) IV) V) VI) 4. 5. Percentage of Repeat Guests __________ % Lead Times For Corporate Bookings ______ Days; Leisure Bookings ______ Days. No. Of Rooms I) II) III) IV) V) VI) Airline 2009 No. Of Rooms
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6. I) IV) V) How Are Bookings Made At Your Hotel? Internet _________ % Corporate _________ % Wholesalers / Inbound Operators Airlines (GDS) _________ % Local _________ % _________ % VI) Other II) III) Travel Agents _________ % International _________ % _________ %
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7. Seasonality Of Your Business Occupancy % % % % % % % % % % % % % Special Reasons Forecasted Occupancy 2008 % % % % % % % % % % % % %
Month/Year January ‘09 February ‘09 March ‘09 April ‘09 May ‘09 June ‘09 July ‘09 August ‘09 September ‘09 October ‘09 November ‘09 December ‘09 Year End*
(*Based on 8 months actual / 4 months forecast) Comments On When You Feel You Ought To Advertise And Why ____________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________
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8. What Type Of Advertising Will You Require This Year?
Image Ad Meeting / Conference Ad Seasonal Tactical Offer
Yes / No Yes / No Yes / No Fall 09 _________, Winter 09 _________,
Spring 09 _________, Executive Club Floor Ad Yes / No
Summer 09 _________.
Other ____________________________________________________________________________________________________________ __________________________________________________________________________________________________________________
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9. Will You Want To Change Your Current Creative For Any Of The Above, And / Or Do You Need To Develop New Advertising?
If Yes, Please Explain: ____________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________
10.
Key Messages
To Business Travelers
To Leisure Market
_____________________________________________________ _____________________________________________________ _____________________________________________________ _____________________________________________________ _____________________________________________________
__________________________________________________________ __________________________________________________________ __________________________________________________________ __________________________________________________________ __________________________________________________________
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11.
What Is The Advertising Budget* For Fiscal 2009?
Image Tactical Total Budget
US$__________________________ US$__________________________ US$__________________________
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