Hotel wedding banquet marketing planning plan

#Planning# Introduction Marketing planning plan is one of the most common planning documents. A good marketing planning document will receive extraordinary marketing effects. The following is a compiled hotel wedding banquet marketing plan, welcome to read!

Hotel Wedding Banquet Marketing Planning Plan Part 1

1. Task Overview

The hotel is located in the Hongqiao high-end commercial and residential area in Shanghai, with business guests and conference guests as its main customers. target market. In the lush forest-like gardens and standard tennis courts, you can see guests taking leisurely walks and exercising. The tranquility is full of vitality. In order to make full use of the hotel's existing resources and further expand its business market, it is planned to develop wedding banquet combination products. The demand in the wedding banquet market is enough to become another business hotspot for hotels, and it is expected to bring 15% of sales revenue to the hotel.

2. Market Analysis

According to incomplete statistics, currently 30% of the turnover of Shanghai hotel catering business comes from wedding banquets. The main reasons why hotels are attractive to wedding banquet guests are as follows:

(1) The hotel environment is elegant, "stylish" and upscale;

(2) There are guest rooms , available for guests to make new homes;

(3) There are many supporting services, which saves guests’ energy.

The attitude of newlyweds towards weddings and wedding banquets is that marriage is a lifelong affair and should be grand, but they do not want to spend too much energy on it. Obviously, most hotels meet the needs of the wedding banquet market. Among wedding banquets, which account for 30% of a hotel’s catering revenue, most prices are more than 1,000 yuan. If the wedding banquet planning is more romantic, richer in content, and more considerate, I believe some guests are willing to pay a higher price to buy a better value. products. Among Shanghai hotels, wedding banquets at the Garden Hotel start at 1,888 yuan per table. They are different from ordinary hotel wedding banquets.

3. Overview of the hotel environment, facilities and services

1. The geographical environment of the hotel

The hotel is located in the middle section of Hongqiao Road, which is a road in the West District of Shanghai. The important passage is surrounded by high-end trade exhibitions, commercial and residential venues such as World Trade City, International Trade Center, International Exhibition Center, and Friendship Mall. In addition, it is also located in Shanghai's most important high-end residential areas and central foreign residential areas, such as Gubei New District, Longbai Garden, Jinjiang Jingwei, and Dynasty Villas.

2. Advantages of the hotel’s service facilities

The hotel’s area is unmatched by any other competitors. It has a garden like a Shanghai business hotel, which is as natural, quiet and pleasant as a forest. There are hundreds of varieties of flowers, making the garden extraordinarily beautiful. There are several magical lakes in the park. You can enjoy the reflection or fish next to them. Occasionally, when you are not looking, a bird will come and talk to you. There is a feeling of paradise here.

The hotel rooms are hidden among the woods. The rooms are equipped with TVs, mini bars, telephones, TV channels in seven languages, and real-time flight information channels synchronized with the airport. You can enjoy free newspaper delivery, shoe shine and other services.

3. Hotel services

1) The Four Seasons Banquet Hall can accommodate 250 people for dining at the same time and serves Chinese dishes. Opening hours are 11am to 11pm.

2) The Moli Hall is gorgeously decorated and can accommodate 100 people for a banquet. Business hours are from 11:00 to 24:00.

3) Lotus Hall is an a la carte restaurant with 150 tea seats and mainly sells Shanghai cuisine. Business hours are from 7:00 to 24:00.

4) The Sassoon Garden Restaurant is a Western restaurant run by a German chef. Business hours are from 7:00 to 24:00.

5) The hotel also provides outdoor barbecue, which can accommodate nearly a thousand people to hold outdoor buffet parties.

The general department of the hotel has the most complete facilities and projects in Shanghai. It has outdoor standard tennis courts, indoor standard swimming pools, squash, billiards, bowling, gyms and other fitness and entertainment projects.

IV. Target Customers for Wedding Banquets

The hotel’s main customer source market comes from foreign employees, celebrities, foreign trading companies, banks and securities institutions, etc. These customers have high levels of consumption and large spending. They have high requirements for the quality of hotel products and services and are picky about the environment, so the level of wedding guests should also be higher.

According to the characteristics of the hotel, it is possible to position the target market at white-collar workers with a monthly income of more than 3,000 yuan by designing a unique wedding banquet package. The price per table is: 1588 + 15% service charge.

5. Competitor situation

Overview

6. Wedding banquet product portfolio plan

Based on the above analysis, the hotel should make use of unique resources Advantages, designing products that competitors do not have and cannot imitate, it is possible to win.

(1) Wedding Form

1. Chinese and Western Wedding Ceremony

On the beautiful garden lawn, rays of sunshine, birds playing... the band is playing Playing cheerful music, the welcoming ladies and gentlemen wear Chinese (or Western) attire and welcome the new people according to Chinese (or Western) procedures... The green lawn, the bright red carpet, and the professional service will make you feel unique. Warm love, pure gauze skirt fluttering in the romantic breeze of the lawn. Let the newlyweds remember this flower, this day, this atmosphere, and this day. (The hotel provides a receptionist, a gentleman and an experienced emcee, and hires a band on behalf of the guests.)

2. Fireworks Party (the price is negotiable depending on the size of the wedding banquet)

When the banquet is over, the night The stars are twinkling, and in the garden dotted with lights, festive fireworks are colorful in the sky. People embrace the newlyweds. This scene brings the wedding banquet to a climax. (The hotel is located outside the inner ring road and allows fireworks, which is an advantage.)

3. Romantic Knot Ceremony

In the garden, there are many tall trees. The newlyweds can hang their beloved items on the tree. God-given couples will finally get married, and the steadfastness and eternity of love will stay here together. (The hotel provides a well-designed lifting platform)

4. Water wedding (the price is negotiable depending on the size of the wedding banquet)

The hotel’s indoor swimming pool is spacious and magnificent, set on the blue water waves. The stage is covered with a red carpet. The wedding ceremony is held here. Blue is eternity, love is blue. (Hotel decoration)

5. Flowers and full moon banquet

Classic European style garden buffet tea (from 200 yuan per person), the outdoor lawn restaurant in Shanghai will make the most beautiful season in life last forever A sincere poem.

(2) Wedding banquet product portfolio

1. Dragon and Phoenix Banquet (1588 + 15% service charge per table)

Anyone who patronizes more than 10 tables can Receive a gift:

(1) One night in a honeymoon room (or one night in a deluxe executive room, with a price difference of RMB 88);

(2) Exquisite flower baskets and fresh fruit baskets in the guest room One serving each;

(3) Two servings of European buffet morning tea at Sassoon Garden Western Restaurant the next day

(4) Free flow of Sprite, Coke, and Tsingtao beer at the wedding banquet (2 hours);

(5) Provide flower arrangements for the main table;

(6) Provide audio equipment;

(7) Provide a large bus to pick up and drop off guests (30 kilometers (within);

(8) Guest parking spaces are provided.

2. Rose Tour for Two (1888 + 15% service charge per table)

For those who patronize more than 10 tables, in addition to the gifts 1 to 8, they will be added or upgraded to:

(9) In item 1, the honeymoon room is upgraded to Qinhua Executive Room;

(10) In item 3, the honeymoon room is upgraded to breakfast room service for the next day;

< p>　(11) Provide a grand wedding ceremony (depending on the weather on the day);

　(12) Provide a welcome flower door;

　(13) Provide a champagne tower; < /p>

(14) A bottle of Changyu Champagne will be given to the main table;

(15) A three-layer festive cake will be given to the main table;

(16) Guest signature booklet 1 This book;

(17) Hold a romantic knot ceremony (depending on the weather on the day);

(18) Make a wedding VCD (the video will be provided by the couple).

3. Luxurious Couple Banquet (2388 + 15% service charge per table)

For those who patronize more than 10 tables, on the basis of winnings 1-18, they will be added or upgraded to:

(19) Two nights in the honeymoon deluxe executive room in item 9;

(20) During the stay, all items in the general department (except beauty and massage) are free for newlyweds< /p>

(21) Each table will be given two bottles of fresh orange juice;

(22) The main table will be given a dragon and phoenix sculpture

(23) Each table will be given a Dynasty dry drink 1 bottle of red

(24) 1 bottle of imported champagne will be given to the main table

(25) 1 natural and exquisite embossing will be given as a gift.

4. Precious Concentric Banquet (2888 + 15% service charge per table)

For those who patronize more than 10 tables, in addition to receiving 1 to 25 gifts, they will be added or upgraded to:

(26) In item 9, the honeymoon deluxe executive room will be upgraded to a deluxe suite for two nights;

(27) Welcome drinks (Sprite, Coke, Jinbi Mineral Water, Tsingtao Beer);

(28) Two bottles of Dynasty Dry Red will be given to each table;

(29) Tailor-made theme comics and hotel wedding room decoration will be given ;

(30) Free Longbai consumption coupons worth 1,000 yuan.

VII. Advertising Planning

(1) Advertising Creativity and Strategy

Theme: XX - Your Love Eden

Performance:

1. Emphasize the characteristics of the forest garden. The beauty of nature.

2. There is a red carpet in front of the garden villa, rising deep into the green grass; this is a typical oriental color, setting off a festive atmosphere.

3. The blue lake, the pavilions, and the leaking curved bridge symbolize the eternity of love.

4. Weddings of white-collar workers, football stars, etc.

5. Souvenirs of concentric knots are hung on the tree.

6. The sunlight enters the wedding room from the window, and there is an exquisite breakfast on the table.

Strategy:

1. Let customers know about the hotel’s wedding banquet products.

1) Distribute advertisements in various media (started in March 2010)

2) Plan the wedding banquet of football stars (May 2010)

3) Invite Shanghai White-collar workers attended a hotel garden party (June 2010)

2. Deepen their impression of Longbai wedding banquet products.

1) Intensive advertising on the TV station (30 seconds every day for one month in September 2010)

2) Cooperate with the TV station's "Love Holding Hands" column to host a program at Hotel Garden

3. Reminder to customers

Starting from 2020, there will be one monthly advertisement and one quarterly image promotion activity.

(2) Media Strategy

1. "Shanghai Bride" Magazine

This is a magazine for young people in Shanghai who are about to get married. It is very targeted. powerful. Make a full-year advertisement from May 2009 to May 2010.

Content: Hotel wedding banquet image, hotel wedding banquet products, exclusive interviews with couples holding wedding banquets in hotels

Cost in advance: RMB37800

2. "That's shang hai" , "Shanghai Talket"

These two publications are aimed at expatriates and white-collar workers in Shanghai, and these readers are important guests at hotel wedding banquets. Their yearning for romantic wedding banquets and their spending power determine what they will do. During the leisure period of reading publications, I was interested in seeing Long Bai's wedding banquet advertisement. Advertise throughout the year.

Content: XX’s wedding image, complete fitness facilities, natural beauty

Cost budget: RMB53000

3. "Shenjiang Service Herald", "News" "Newspaper"

These are two newspapers that most young people in Shanghai like. One is mainly about leisure, and the other is mainly about economic information.

Content: Wedding Banquet Products

Cost Budget: RMB70000

Hotel Wedding Banquet Marketing Planning Plan Part 2

1. Theme

A happy marriage is a God-given wedding banquet at XX

2. Overall idea

Give full play to the hotel’s own advantages and advanced and innovative event arrangements, and use X through a series of publicity and planning In the golden season of October, we organize an effective marketing campaign with the theme of "Have a wedding banquet at XX?" to make XX Hotel truly an ideal palace for couples' wedding banquets.

3. Activity time

XXXX month to XXXX month

4. Activity content

1. Ten seats or more The above wedding audio equipment is provided free of charge.

2. If there are more than ten seats, two welcome cards in the lobby will be provided free of charge.

3. A creative silk flower arch will be provided free of charge for more than ten seats.

4. A festive banner outside the lobby will be provided free of charge for more than ten seats.

5. Free festive background spray printing (including the name of the couple) in the banquet hall will be provided for more than 15 seats.

6. For guests with more than 15 seats, a luxurious wedding room/night will be provided free of charge (including exquisite breakfast for the next day).

7. For orders of 15 or more seats, a free set of exquisite table flowers (flowers) for the main table will be provided.

8. Those who reserve a wedding banquet of 688 yuan/seat or more (including 688 yuan/seat) for ten seats will receive a multi-layered wedding cake on the day of the wedding banquet.

5. Wedding Banquet Package Standards

1. Centenary Good Match Banquet 688/table (10 people)

2. Golden Jade Marriage Banquet 788/table (10 people) )

3. The banquet of a perfect match 888/table (10 people)

4. The auspicious banquet of dragon and phoenix 988/table (10 people)

5. A match made in heaven Banquet 1088/table (10 people)

6. Publicity and promotion

1. Create a promotional leaflet with picture descriptions of the event content

— Newspaper folders

—Distributed to people in downtown areas

—Cooperate with wedding photo studios or wedding companies in a reciprocal manner and place promotional foldouts in their stores.

—Place it at each business point of the hotel.

2. Elevator POP/Lobby POP

Make the content of this event into a promotional poster and hang it in the hotel elevator to facilitate guests' understanding and promotion.

VII. Department division of labor

1. The Marketing Department is responsible for the external communication, publicity and production of this event.

2. The front office of the catering department is responsible for specific operations and services, scene layout and other matters.

3. The catering kitchen is responsible for approving the dishes and prices for this event.

4. The general office is responsible for organizing employees to distribute promotional leaflets in downtown areas.

5. The housekeeping department is responsible for the preparation of the wedding room.

6. Other departments are familiar with the content of this activity and cooperate with the hotel in promoting this activity.

8. Cost budget

1. Silk flower arch: 2.35 meters * 2 meters = XXX yuan (can be used for a long time)

2. Ordinary inkjet printing: X Yuan / square meter * XX square meter = XXX yuan (pasted at the name, the whole can be reused)

3. Table flowers: 35 yuan / copy * 1 copy = 35 yuan

4. Wedding room: Deluxe single room XXX yuan/room night

5. Cake: 180 yuan/portion

7. Promotional leaflet: X/sheet *XX sheets = XXX yuan

8. Newspaper folder storage fee: >

9. Attached is a brochure sample (omitted)

10. Remarks

This plan is still a draft, and deficiencies and shortcomings need to be adjusted based on the actual situation. Please ask the relevant department managers to participate in the discussion before making a decision.