Marketing planning scheme of hotel wedding banquet

20 17 Hotel Wedding Marketing Planning Scheme

With the change of people's consumption concept and increasing attention to wedding banquets, wedding banquets have become one of the important contents of hotel catering business. Below I have prepared a marketing plan for the wedding banquet for your reference!

I. Overview of the mandate

The hotel is located in the famous Hongqiao senior commercial and residential area in AA, with business guests and conference guests as the main target market. In the forest-like garden and standard tennis court, you can see the guests walking and exercising leisurely, quiet and full of energy. In order to make full use of the existing resources of the hotel and further expand the business market, it is planned to develop wedding banquet combination products. The demand of the wedding banquet market is enough to become another hot business spot of the hotel, which is expected to bring 15% sales revenue to the hotel.

Second, the market analysis

According to incomplete statistics, at present, 30% of the catering business of AA star hotels comes from wedding banquets. The hotel is attractive to wedding guests, which mainly has the following advantages:

(1) The hotel has an elegant environment. Style enough? , in grade;

(2) there are rooms for guests to make new homes;

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

The attitude of new people towards weddings and wedding banquets is that marriage is a lifelong matter and should be grand, but they don't want to spend too much energy on it. Obviously, most hotels have met the needs of the wedding banquet market. Most wedding banquets, which account for 30% of the hotel's catering revenue, cost more than 1 1,000 yuan. If the wedding planning is more emotional, the content is richer and the service is more thoughtful, I believe there will be guests willing to buy more valuable products at higher prices. In AA-star hotels, the starting price of the wedding banquet in Garden Hotel is RMB 1888 per table, which is different from that in ordinary hotels.

Three. Overview of 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 an important passage of AA West Zone, and is surrounded by high-level commercial exhibitions, commercial and residential places such as World Trade Center, International Trade Center, International Exhibition Center and Friendship Mall. In addition, we also take AA's most important senior residential areas and villa centers, such as Gubei New District, Longbai Garden, Jinjiang Jingwei and Huang Chao Villa.

2. Advantages of hotel service facilities

The area of this hotel is unmatched by any other competitors. It has the largest garden in AA business hotel, which is as natural, quiet and pleasant as a forest. Hundreds of flowers make the garden particularly charming. There are several lakes in the park. You can enjoy the reflection or go fishing next to her. Occasionally, if you are not careful, a bird will come and talk to you. There is a feeling of paradise here.

The hotel room is hidden in the Woods. There are TV, mini-bar, telephone, TV channels in seven languages and instant flight information channels synchronized with the airport, and you can enjoy free newspaper delivery, shoeshine and other services.

3. Hotel service

1) The banquet hall of Four Seasons Hall can accommodate 250 people at the same time and serve Chinese dishes. Business hours are 1 1 to 1 1 in the afternoon.

2) The lounge is luxuriously decorated and can accommodate 100 people. Business hours are from 1 1 to 24: 00.

3) Lotus Hall is a la carte hall, 150 teahouse, which specializes in AA dishes. Business hours are from 7 to 24.

4) Sassoon Garden Restaurant is a western restaurant, headed by a German chef. Business hours are from 7 to 24.

5) The hotel also provides outdoor barbecues for nearly 1,000 people and holds outdoor cold meals.

The hotel comprehensive department is one of the best facilities and the most comprehensive projects in Shanghai, with outdoor standard tennis courts, indoor standard swimming pools, squash, billiards, bowling, gyms and other fitness and entertainment projects.

Fourth, the target customers of the wedding banquet

The main tourist markets of the hotel come from foreign employees, celebrities, foreign trading companies, banks and securities institutions. These guests are high-level, spend a lot of money, demand high quality of hotel products and services, and are critical of the environment. So the level of wedding guests is higher. According to the characteristics of the hotel, we can design a unique wedding package price for white-collar workers with a monthly income of more than 3,000 yuan. The lowest price for each banquet is: 1588+ 15% service charge.

Verb (abbreviation for verb) competitor information

The main competitor of this target market is Garden Hotel. Garden wedding? . The theme of Garden Hotel is: Gorgeous wedding banquet is in the garden. Hold four wedding banquets a year, and ask the relevant wedding banquet companies to help show the wedding banquet simulation plan.

1, main products:

1) 1888 yuan/table

2)2880 yuan/table

3)3280 yuan/table

2. Main enjoyment items:

1) exquisite menu for each table

2) exquisite flowers on the main table

3) guest signature list

4) Bridal dressing room 1

5) Two free parking tickets for the wedding night.

3, wedding program planning

1) Provide red carpet, stereo, music and lighting.

2) Provide wedding service in complementary goods.

4. Customers who patronize more than 8 tables can enjoy:

1) honeymoon standard room on wedding night 1.

2) Breakfast at Rose Restaurant the next day.

3) New house 1 potted flowers

4) 1 kabei art painting made by the bride holding flowers.

5. Anyone who patronizes 12 tables or more can enjoy:

1) honeymoon standard room on wedding night 1.

2) Breakfast at Rose Restaurant the next day.

3) New house 1 potted flowers

4) The Kabei art painting made by the bride with flowers in her hand is huge.

5) Happy midnight for the couple

6) On the second day of the wedding, the hotel will send a special car to the couple.

6. Customers who patronize more than 20 tables can enjoy:

1) honeymoon standard room on wedding night 1.

2) Breakfast at Rose Restaurant the next day.

3) Four potted flowers in the new house

4) 1 kabei art painting made by the bride holding flowers.

5) Happy midnight for the couple

6) On the second day after the wedding, the hotel will send the couple by car (only in urban areas).

7) Two weekend buffet coupons for Rose Restaurant.

Sixth, the wedding product mix plan

According to the above analysis, hotels should make use of their unique resource advantages to design products that competitors can't imitate, so as to win.

(1) Wedding Form

1, Chinese and western wedding

On the beautiful garden lawn, the sun is shining and birds are playing? The band is playing cheerful music, and the hostess and Mr. Wang are dressed in Chinese (or western) clothes, and welcome the new couple according to Chinese (or western) procedures? Green lawn, purplish carpet and professional service make you feel unique and warm love, and pure gauze skirt flutters in the romantic breeze on the lawn. Let new people remember this flower, this day, this atmosphere and this day. The hotel provides a hostess, a gentleman and an experienced emcee to invite the band. )

2. Fireworks party (the price depends on the size of the wedding banquet)

When the banquet is over, the stars shine at night, and the festive fireworks are colorful in the garden with little lights. People are holding the couple, and such a scene makes the wedding reception come to a climax. The hotel is outside the inner ring and fireworks are allowed, which is an advantage. )

3. Romantic wedding ceremony

In the garden, there are many tall trees, and new people can hang their favorite things on them. A good couple is a godsend, everything will be fine, and the loyalty and eternity of love will be together forever. (The hotel provides a well-designed lifting platform)

4. Water wedding (the price depends on the size of the wedding reception)

The hotel's indoor swimming pool is spacious and magnificent, with a rippling stage and a red carpet. The wedding is held here. Blue is eternal, love is blue. (Hotel layout)

5. Have a wonderful full moon banquet.

Classic European-style pastoral buffet tea (from 200 yuan for zero people) AA Beach's only outdoor lawn restaurant makes the most beautiful season of life eternal with sincere poems.

(2) Wedding product mix

1, Long Feng Cheng Xiang Banquet (1588+65438+ 05% service charge per seat)

Anyone who patronizes more than 10 seats will get:

(1) honeymoon room for one night (or deluxe executive room for one night to make up the difference in 88 yuan);

(2) A beautiful flower basket and a fresh fruit basket in the guest room;

(3) Two European buffet morning teas in Sassoon Garden Western Restaurant the next day.

(4) Sprite, cola and Tsingtao beer in the wedding banquet (limited to 2 hours);

(5) Provide the arrangement of flowers at the main table;

(6) Providing audio equipment;

(7) Provide buses to pick up and drop off guests (within 30 kilometers);

(8) Provide parking spaces for guests.

2. Rose for two (per seat 1888+ 15% service charge)

Anyone who patronizes more than 10 seats will be added or upgraded to:

(9) 1 item honeymoon room upgraded to Hua Qin executive room;

(10) item 3, breakfast the next day was upgraded to room service;

(1 1) Provide a grand wedding ceremony (depending on the weather of the day);

(12) Provide 1 Yingchunhuamen;

(13) Champagne Tower;

(14) The main table presents a 1 bottle of champagne;

(15) presented 1 three-layer festive cake;

(16) guest signature sheet 1 copy;

(17) hold a romantic wedding ceremony (depending on the weather of the day);

(18) Making wedding VCD (video provided by the couple).

3. Luxury wedding banquet (2388+ 15% service charge per seat)

Anyone who patronizes more than 10 seats will be added or upgraded to:

(19) item 9 honeymoon deluxe executive room for two nights;

(20) During the check-in, all items of the General Department (except beauty and massage) are open to newlyweds free of charge.

(2 1) Give two tubes of fresh orange juice to each table;

(22) The main table shows 1 dragon and phoenix sculpture.

(23) Each table will be given 1 bottle of Dynasty Dry Red.

(24) The main table presents 1 bottle of imported champagne.

(25) Give 1 beautiful natural flower.

4. Distinguished concentric banquet (2888+ 15% service charge per seat)

Anyone who patronizes more than 10 seats will be added or upgraded to:

(26) Item 9: Upgrade the honeymoon deluxe executive room to a deluxe suite for two nights;

(27) Provide welcome drinks (Sprite, Coke, Jinbi Mineral Water, Tsingtao Beer) for the wedding in the garden before the wedding reception;

(28) Give two bottles of Dynasty dry red to each table;

(29) Presenting tailor-made theme comics and hotel wedding room layout;

(30) Give a Longbai coupon with a value of 1000.

Seven, advertising planning

(A) advertising creativity and strategy

Subject: XX? Your love, Eden

Performance:

1, emphasizing the characteristics of forest gardens. The beauty of nature.

2. The garden villa is covered with a red carpet and rises to the depths of the green grass; This is a typical oriental color, which sets off the festive atmosphere.

3. Bihu, Yuxuan Zhongting and Quqiao are leaking; It symbolizes the eternity of love.

4. The wedding of white-collar workers and stars.

5. The tree is hung with knotted souvenirs.

6. The sunshine enters the wedding room through the window, and there is a beautiful breakfast on the table.

Strategy:

1. Let customers know about the wedding products of the hotel.

1) Advertisements are released by various media (starting with 3 users in 20XX).

2) Planning a celebrity wedding banquet (May 20XX)

3) Inviting Shanghai white-collar workers to the hotel garden party (June 20XX)

2. Deepen the impression of Longbai wedding supplies.

1) TV station intensive advertising (20XX September, 30 seconds a day for one month)

2) with the TV station? Love holds hands? The column co-organized a program in the hotel garden.

Step 3 remind customers

Advertising once a month and image promotion activities once a quarter began in 20XX.

Media strategy

1, AA bride magazine

This is a magazine for young people who are getting married in AA, which is very targeted. Advertising for 20XX 5 -20XX 5 years.

Content: the image of the wedding banquet, wedding banquet products, and an exclusive interview with the couple in the hotel.

Prepaid fee: 37,800 yuan.

2. "That? S Shanghai, Shanghai Talket

These two publications are aimed at foreigners and Shanghai white-collar workers, who are important guests of the hotel wedding banquet. Their yearning for romantic wedding banquets and their spending power determine that they will be interested in watching Longbai's wedding advertisements in their leisure time. Advertise all the year round.

Content: XX's wedding image, perfect fitness facilities and natural beauty.

Cost budget: 53,000 yuan.

3. Jiang Shen Service Herald and News.

These are two newspapers that most young people in Shanghai like, one focusing on leisure and the other on economic information.

Content: wedding supplies

Cost budget: 70,000 yuan.

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