Chapter 7

Marketing Planning

Nobody plans to fail.People fail to plan.

Executive SummaryMission StatementExternal Analysis Market Situation Customer Base CompetitionInternal Analysis Strengths and WeaknessesMarket Segmentation and PositioningGoals and ObjectivesAction Plan

Property-Level Marketing Plan

Executive SummaryIntroductionMarket Assessment

Restaurant Market OverviewCustomer AttitudesCompetitive EnvironmentBusiness PerformanceMission Statement

Market Objectives and Strategies for the Year AheadPositioning StatementAction Plan

AdvertisingRole of AdvertisingAdvertising ObjectivesAdvertising StrategiesCreative

Creative ObjectivesCreative StrategiesRationale

MediaMedia ObjectivesMedia StrategyNational Tactics–Timing

PromotionsRole of PromotionsPromotion ObjectivesPromotion Strategies

National Marketing Calendar

Local Store Marketing ObjectivesPublic Relations ObjectivesPricingProduct Development PrioritiesUnit Expansion ProgramNew Territories ProgramResearch

National Consumer Research CommissionSyndicated Research ParticipationImage ResearchConsumer PerceptionFacilitiesNew Product IntelligenceMedia TrendsCompetition: Media Spending and Creative ExecutionStoryboard Testing

Franchise Marketing Support System StructureKey Marketing Responsibilities

The FranchisorPlanning Advertising

Creative Media Plans and BuysResearchPromotion

Franchise SupportRegional Co-opsLocal Franchisees

Budget

Corporate-Level Marketing Plan

Marketing Plan Outline

Executive Summary Mission Statement External Analysis

– Market situation– Customer base– Competition

• Direct competitors• Indirect competitors

Name: _____________________________________________

Location: _____________________________________________

Number of rooms: __________

Number of employees: __________

Skills and attitudes of employees: __________

Annual occupancy: __________

Business mix: • Individual business _____%• Group business _____%• Individual pleasure _____%• Group tour _____%

Rate structure: ___________________________________________

Dining facilities:• Room service _____ yes _____ no• Number of restaurants _____• Number of lounges _____• Sizes of facilities __________• Banquet capabilities __________• Menu types __________• Menu prices __________

Recreational facilities:• Swimming pool _____ yes _____ no• Fitness center _____ yes _____ no

Auxiliary services:• Car rental _____ yes _____ no• Gift shop _____ yes _____ no• Salon _____ yes _____ no• Valet parking _____ yes _____ no• Concierge _____ yes _____ no

Meeting facilities:• Number of rooms _____• Sizes of rooms _____• Audiovisual equipment _____

Physical condition: _______________________________

Competitor Information Worksheet

Rate each competitor on each of the following criteria. 5 = excellent and 1= poor

Competitor A Competitor B Competitor CReputation __________ __________ __________Name recognition __________ __________ __________Market share __________ __________ __________Service quality __________ __________ __________Price/value perception __________ __________ __________Promotional effectiveness __________ __________ __________Sales staff __________ __________ __________Employee attitudes and skills __________ __________ __________Employee turnover __________ __________ __________Speed of service __________ __________ __________Cleanliness __________ __________ __________Occupancy __________ __________ __________Room rate __________ __________ __________Financial stability __________ __________ __________Profitability __________ __________ __________Leadership __________ __________ __________Distribution channel __________ __________ __________Customer loyalty __________ __________ __________Location __________ __________ __________Accessibility __________ __________ __________Visibility __________ __________ __________Parking __________ __________ __________Building condition __________ __________ __________Guest room quality __________ __________ __________Meeting facilities __________ __________ __________Food and beverage service __________ __________ __________Banquet facilities __________ __________ __________Organizational culture __________ __________ __________Information technology __________ __________ __________

Competitor Evaluation Form

Market Share Analysis

Room Room Actual Fair No. of Nights Nights Market Market

Property Rooms Avail. Sold Occu. Share Share

Travel Inn 220 80,300 57,158 71.2% 26.7% 26.5%Comp. A 250 91,250 60,555 66.4 28.3 30.1Comp. B 200 73,000 53,114 72.8 24.8 24.1Comp. C 160 58,400 43,228 74.0 20.2 19.3

Total 830 302,950 214,055 70.6 100.0 100.0

Marketing Plan Outline

Executive Summary Mission Statement External Analysis

– Market situation– Customer base– Competition

Internal Analysis– Strengths and weaknesses

Strengths and Weaknesses Strengths and weaknesses rating

– 5 = Major Strength – 2 = Minor Weakness

– 4 = Minor Strength – 1 = Major Weakness

– 3 = Neutral

Importance rating– 5 = Very Important – 2 = Minor Importance

– 4 = Important – 1 = Not Important

– 3 = Moderately Important

Importance-Performance Analysis Grid

Performance

Importance

Keep up the good workConcentrate here

Low priority Reallocation of resources

Marketing Plan Outline

Executive Summary Mission Statement External Analysis Internal Analysis Market Segmentation and Positioning Goals and Objectives Action Plan

– Activities – Personnel– Timelines – Budget

Budgeting

Top-down– Contingency funds

Bottom-up