1. HTM 2121TOURISM
AND HOSPITALITY
MARKETING
Yiu Chi Pang, Jacobs
11199684D
Lam Chi Yin,Janet 11096323D
Choi Mau Ying
Uny110342839D
Papa

2. FLOW OF PRESENTATION
External Environment
Competitor Analysis
Opportunities and Threats
Business Concept and Objectives
Target market
Market Positioning
Marketing Mix
Milestone
Marketing Budget
Marketing Control

3. External Environment
1.Demographic trend
-visitor arrivals broke the record
2.Economic trend
-global GPA has increased by 3.3%
3.Ecological trend
-supply of raw material
-supply of renewable energy
4.Technological trend
-Smart phone, renewable-energy machines, E-shop
5.Social-cultural trend
-visitor explore more local culture

4. Competitor Analysis
• Culture Museum • Green products
• Cultural • Comfortable
characteristic products
• Raw material and • Reasonable price
wood • Simple design
• Highest price
G.O.D. Emoi
Yue Hwa Muji
• Traditional
Chinese products • Organic products
• Special products • Relatively low
• Not up to date price
• Lowest price • Simple products

5. Other competitor

6. Opportunities and Threats
Suppliers
Marketing Customers
intermediaries
Publics Competitors

7. Opportunities Threats
Suppliers: ↑supplier of ↓raw materials&
renewable raw energy
materials (Example: ↑cost &wages
Dynamic Energy
Alliance recycles the
useless tire into raw
materials (Dynamic
Energy Alliance 2011).
Customers:
↑ international
attention to Hong
Kong culture
(Example:Echoes of the
rainbow won the Crystal
Bear award at the Berlin
Film Festival in2010)

8. Opportunities Threats
Suppliers: ↑supplier of ↓raw materials&
renewable raw energy
materials (Example: ↑cost &wages
Dynamic Energy
Alliance recycles the
useless tyre into raw
materials (Dynamic
Energy Alliance 2011).
Customers:
↑ international
attention to Hong
Kong culture
(Example:Echoes of the
rainbow won the Crystal
Bear award at the Berlin
Film Festival in2010)

9. Opportunities Threats
Competitor Combine green and Competitors have
HK culture greater variety of
The design of our products and more
competitor is too distribution channel
simple- more
creative design
Marketing internet  widely- Older generation may
intermediaries used distribution not know how to use
channel the internet
Online shop ,
advertisement online

10. Opportunities Threats
Publics More environmental
groups
Examples: Green
Peace
 To sell green
products

11. Business concept & Objectives
• Trendy ,modern products with stylish designs
• Aim: increase publicity & profit of Hotel X
• Focus: promote Hong Kong culture though our
design
• Hotel X: environmentally friendly approach
• Promote Hong Kong culture , environmentally
friendly.
• Objectives of our business : increase
15%of the sales revenue at the end of the
second year of operation.

12. Target Market
Analysis of our target market:
•Guests of Hotel X: Place of residence:Australia (10%) ,USA(10%)
Occupation: manufacturing (15%) and trading industry (14%)
Purpose of the trip: leisure (51%) business or meeting (31 %)
Reservation channel used : internet , hotel website (41%)
Online booking website (40%)
usually make use of the internet
( statistics provided by Hotel X 2011)
• Impressed by the technological advance & minimalist design like the
- they also like the design that can represent Hotel X’s characteristics
(tripadvisor.com 2012)

13. Positioning
X
X’s

14. MARKETING
MIX

15. PRODUCT
Product : anything that can be offered to a market for
attention, acquisition, use, or consumption and that
might satisfy a want or need.
1. Unique selling point –
traditional Hong Kong culture
 Small quality
 clothing:  Seasonal Products
products:
e.g. Male “tang suit” e.g. Lunar New Year :
e.g. keychain,
Female Chinese T-shirt with
magnet,
traditional style Chinese wordings
photo frame

16. 2. Unique selling point –
use of renewable raw materials
shopping bags
Cosmetic
Clothing

17. 3. Unique selling point –
technological products
 complement alumni to design
products of Apple the cases :
Competitive
e.g. iphone and ipad advantage
case

18.  show that all of our products are made in Hotel X
 attract more customers from all around the world

19. SERVICE
• X real physical shop
• Main selling channel :
 24 hours hotline
 deliver service

20. PROMOTION
1. Online Promotion
 own official website: describe our products
 group buying: cooperate with GROUPON and BEECrazy
offer some discount

21. 2) Direct Mailing
 send a direct mailing to the guests
 order some products
3) Advertising
 newspapers and magazines
e.g. Umagazines and Weekend weekly

22. 4) Sale Promotions
 20% off to guests who are staying in Hotel X
 discount to all guests during Hotel Icon’s anniversary.
5) Personal selling
 specialists to up sell our products in the concierge
 order the products there and some stuff may deliver their
order to their room directly
6) Public Relation
 organize different events throughout the year
 lucky draw during Christmas and New Year
E.G up to $1000, lucky draw and win our prize

23. PRICE
• Determinants: product cost & competitors’ selling price
• High quality raw materials & high cost technology to recycle
• Psychological pricing strategy
 $500-$1000
• Special sales promotions: 20% off discount

24. PLACE
• Online shop
 Mail delivery
• Marketer promoting products around Hotel X
• Brochures at everywhere: concierge, dining tables …
 Room delivery

25. IMPLEMENTATION MILESTONE
Milestone Start Date End Date Budget Evaluation Method
Advertisement 1st May 2012 30th April 2013 $17,000 Sales Record
(Magazines)
(More frequent in the first three months
and seasonal events)
Online 1st May 2012 30th April 2013 $12,000 Online Sales
Management Record
Promotion 1st May 2012 30th April 2013 $216,000 Specialists’ Sales
Specialists Record
Seasonal Events Lunar New Year, Easter, Summer and $40,000 Sales Record
Christmas

26. MARKETING BUDGET

27. SALES FORECAST
• In the beginning: lower purchase rate
• Seasonal events: higher demand
• Technological products: more popular
“Cheongsam Festival Featured Recycled Technologica
” “Tang Suit” Products Accessories Products l Products
$1000 each ($500 each) ($500 each) ($1000 each) ($500 each)
January $7,000 $3,000 $3,000 $40,000 $45,000
February* 16,000 4,000 4,000 60,000 80,000
March 10,000 5,000 5,000 40,000 45,000
April* 24,000 6,000 6,000 100,000 120,000
May 15,000 5,000 5,000 60,000 80,000
June 15,000 5,000 5,000 60,000 80,000
July 15,000 5,000 5,000 60,000 80,000
August* 20,000 6,000 6,000 100,000 120,000
September 15,000 5,000 5,000 60,000 80,000
October 15,000 5,000 5,000 60,000 80,000
November 15,000 5,000 5,000 60,000 80,000
December* 28,000 6,000 6,000 100,000 120,000
Total $200,000 60,000 60,000 $800,000 $1,010,000
 Total Expected Sales Revenue: $2,130,000

28. MARKETING EXPENSES FORECAST
• In the beginning: heavier advertising expense (3 months)
• Seasonal events: more advertisement
• Marketers: two x $9000 per month
Magazine Online Employ Seasonal Events
Advertisement Management Marketers
January $2,000 $1,000 $18,000 $-0-
February 2,500 1,000 18,000 10,000
March 1,500 1,000 18,000 -0-
April 2,000 1,000 18,000 10,000
May 1,000 1,000 18,000 -0-
June 1,000 1,000 18,000 -0-
July 1,000 1,000 18,000 -0-
August 1,500 1,000 18,000 10,000
September 1,000 1,000 18,000 -0-
October 1,000 1,000 18,000 -0-
November 1,000 1,000 18,000 -0-
December 1,500 1,000 18,000 10,000
Sub-Total $17,000 $12,000 $216,000 40,000
 Total Expected Marketing Expense: $285,000

29. MARKETING CONTROLS
• Regular control and monitoring work
 Room for improvement?
• Planning
• Measurement
 Statistical reports, mystery shoppers’ reports …
• Corrective action
 Training programme, fire staff, revising standards …
• Evaluation

30. THE END
Thank you !!