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Chapter 14

Chapter 14. Marketing at the Unit Level. Unit Level Marketing. Neighborhood marketing Basis Customers Competition. Restaurant Competitor Analysis. Our Operation. Competitor 1. Competitor 3. Competitor 2.

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Chapter 14

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  1. Chapter 14 Marketing at the Unit Level

  2. Unit Level Marketing • Neighborhood marketing • Basis • Customers • Competition

  3. Restaurant Competitor Analysis Our Operation Competitor 1 Competitor 3 Competitor 2 Date opened/renovated ____________ _____________ _____________ ____________ Location ____________ _____________ _____________ ____________ Number of seats ____________ _____________ _____________ ____________ Type of food ____________ _____________ _____________ ____________ Top-selling items/prices ____________ _____________ _____________ ____________ Breakfast price range ____________ _____________ _____________ ____________ Lunch price range ____________ _____________ _____________ ____________ Dinner price range ____________ _____________ _____________ ____________ Quality of food ____________ _____________ _____________ ____________ Customer count ____________ _____________ _____________ ____________ Seasonal variation ____________ _____________ _____________ ____________ Training/uniforms ____________ _____________ _____________ ____________ Service consistency ____________ _____________ _____________ ____________ Theme ____________ _____________ _____________ ____________ Physical condition ____________ _____________ _____________ ____________ Reason for patronage ____________ _____________ _____________ ____________ Customers: Mix of male/female ____________ _____________ _____________ ____________ Mix of singles/couples/families ____________ _____________ _____________ ____________ Age range/average ____________ _____________ _____________ ____________ Occupations ____________ _____________ _____________ ____________ Income range ____________ _____________ _____________ ____________ Advertising media used ____________ _____________ _____________ ____________ Promotion ____________ _____________ _____________ ____________ Community events sponsored ____________ _____________ _____________ ____________

  4. Hotel Competitor Analysis Our Hotel Competitor 1 Competitor 2 Competitor 3 Type of hotel ____________ _____________ _____________ ____________ Mobile/AAA rating ____________ _____________ _____________ ____________ Location ____________ _____________ _____________ ____________ Date opened/renovated ____________ _____________ _____________ ____________ Number of rooms ____________ _____________ _____________ ____________ Occupancy ____________ _____________ _____________ ____________ ADR ____________ _____________ _____________ ____________ Business mix % ____________ _____________ _____________ ____________ Rate structure: Single/double ____________ _____________ _____________ ____________ Commercial ____________ _____________ _____________ ____________ Group ____________ _____________ _____________ ____________ Miles to downtown/airport ____________ _____________ _____________ ____________ Miles to major attractions ____________ _____________ _____________ ____________ Hotel courtesy van ____________ _____________ _____________ ____________ Room amenities ____________ _____________ _____________ ____________ Room service hours ____________ _____________ _____________ ____________ Restaurant name/type ____________ _____________ _____________ ____________ Lounge name/type ____________ _____________ _____________ ____________ Type of entertainment ____________ _____________ _____________ ____________ Concierge desk ____________ _____________ _____________ ____________ Car rental/travel agency ____________ _____________ _____________ ____________ Gift shops and other services ____________ _____________ _____________ ____________ Number of parking spaces ____________ _____________ _____________ ____________ Fitness facilities ____________ _____________ _____________ ____________ Swimming pool ____________ _____________ _____________ ____________ Meeting facilities: Total square footage ____________ _____________ _____________ ____________ Number of meeting rooms ____________ _____________ _____________ ____________ Largest room - square feet ____________ _____________ _____________ ____________ Audiovisual equipment ____________ _____________ _____________ ____________

  5. Unit Level Marketing • Neighborhood marketing • Basis • Customers • Competition • Operations • Database/loyalty marketing

  6. Local Marketing Issues for Chain Restaurants • Budget priorities • Organizational issues • Organizing field marketing

  7. Establishing a Local Marketing Program • Objectives • Customers

  8. Defining Trading Area on a Map             

  9. Establishing a Local Marketing Program • Objectives • Customers • Competition • Marketing Mix

  10. Local Marketing Communication • Merchandising • Menu merchandising

  11. Menu Focal Point Focal point of a single-sheet menu Focal point of a folded menu opening from the right Focal Point Focal Point Center Line Center Line Focal point of a folded menu opening from the center 3 2 7 Focal 5 1 Point 4 6 The numbers indicate the order of eye movements, given that no special graphics are used.

  12. Special Placement White Wines Chardonnay - Rich flavor, crisp & dry San Martin .......... 12.95 Special Pinot Noir Blanc “Eye of the Swan” - This full bodied wine is dry with a fruity nose. A unique white wine made from red Pinot Noir grapes ..........................11.95 Chenic Blanc - Tart and fruity, soft bouquet, Mirassou..... 12.95

  13. My Mom’s Minestrone One incredible bowl of soup with sourdough bread & Butter $2.50 ALL YOU CAN EAT Bottomless bowl of minestrone PLUS a Pete’s garden salad $5.50 Boxing/Shading Effect Soups & Salads Each day we offer a SPECIAL SOUP. Your server will know all about it. SPINACH SALAD Leaf spinach mixed with balsamic vinaigrette topped with bacon, mushrooms, sliced egg, tomato wedges, pine nuts & grated parmesan $5.50 CLASSIC COBB Avocado, chicken, bacon, crumbled bleu cheese, diced tomatoes & sliced egg, row-after-row, on a bed of crisp romaine & iceberg lettuce $5.95

  14. First and Last Bias ENTREES Highest selection Highest Profit Blackened Red Snapper - Cajun style 13.50 White Sea Bass - grilled with ginger 13.95 Tiger Prawns - sautéed with lemon 14.95 Swordfish Pacifica - stuffed with shrimp 14.95 Chicken breast cordon bleu - traditional 13.95 Sand Dabs Meuniere - sautéed in lemon 12.95 Scallops sauté - fresh scallops in butter 13.50 Fettuccine - artichoke hearts and cheese 10.95 Lowest selection Lowest profit Highest profit Highest selection

  15. Evocative Language A medley of ... tossed lightly with ... Tender pieces of ... Freshly baked ... Generous serving of ... Mouth-watering ... A lively blend of ... ... grilled to perfection ... mounded with fresh ...

  16. Local Marketing Communication • Merchandising • Menu merchandising • Merchandising zone • Internal merchandising • Turnkey merchandising programs • Advertising

  17. Local Marketing Communication (Cont.) • Merchandising • Advertising • Sales promotion • Joint or cross promotion • Personal selling • Community relations • Remote

  18. Property Level Marketing in Lodging • Product • Price • Promotion • Advertising • Personal selling • Sales promotion • Public relations and publicity

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