Markiting plan

№

Method

1.

Working with business, special and entertainment media

Goals:

• to establish relations with magazines

• to initiate free publications issue in form of articles, news notes about events having organized in t he complex;

• to increase of awareness about hotel restaurant complex among all the target audience;

• to create interest in visiting создание заинтересованности в посещении hotel restaurant complex among all the target audience

• to form positive image of the complex

1.1.

PR-articles about complex opening

1.2.

Interview with chef/restaurant CEO

1.3.

Permanent video and photo materials giving to mass media regarding complex

2.

Organization of special events, promos:

Goals

• to create awareness in hotel restaurant complex among all the target audience;

• to lure maximal visitors number

2.1.

Organization of special parties in restaurant

Approximate schedule:

• 31.12 – 01.01 – New Year

• 06 – 07.01 – Christmas

• 8 March

• 01.04 – Fool day

• Eastern

• Troitsa

• 24.08 – Independent day of Ukraine

• 19.12 – St. Nickolay’s Day

2.2

Organizing of kids fets (clowns, kids theater)

3.

Organizing of special presentation:

Goals:

• to form contacts with potential partners, journalists

• to sign agreement regarding the cooperation with tourist companies.

3.1.

Show-tour for tourist companies and event- agencies.

3.2.

Press-tours for mass media and restaurant critics invitation for dishes degustation

1.

External advertising:

Goals

• to lure passing people attention to the complex

• to increase complex capacity/attendance

2.

Internal advertising:

Goals

• to form positive image;

• to increase complex recognition;

• to create guests complex loyalty

2.1.

Restaurant menu, folders for payment, business cards are made in one style

2.2.

Menu-holders on tables, banners with major or special propositions

2.3.

Flyer about each event

2.4.

Souvenirs on the table

2.5.

Hotel price list

3.

Radio advertising:

Goals:

• to create awareness of the complex among all the target audience;

• to lure maximal visitors number

4.

TV advertising

Goals:

• to create awareness of the complex among all the target audience;

• to lure maximal visitors number

5.

PUBLICITY MASS ADVERTISING:

Goals

• to inform people about new events in complex, SPA-services, etc.

• to lure maximal visitors number

5.1

To distribute image advertising materials in boutiques. Cross-promotion might be used( to take boutiques material into to the complex)

6.

Internet-advertising:

Goals:

• to create awareness of the complex among all the target audience;

• to lure maximal visitors number

• to inform people about new events in complex, SPA-services, etc.

6.1.

Paid search in Internet-portals

6.2.

Hotel restaurant complex Web-site

7.

Advertising in special publications:

Goals

• to create awareness of the complex among all the target audience;

1.

Price promotion:

Goals:

• to lure maximal visitors number

• to increase bill size

• to create guests complex loyalty

1.1.

Discounts for permanent clients (discount cards 5%, 10%, 15%)

1.2.

Discounts by table order, rooms through Internet and web-site

1.3.

Discounts for corporate clients if complex order is made: conference hall rent + banquet+ hotel living

2.

Goods promotion:

2.1.

Free chefs specialty degustation

2.2.

Present from chef

1.

Direct-mail

Goals:

• to establish relations with potential partners:

• to sign agreement regarding the cooperation with tourist companies.

1.1.

Addressed mailing regarding cooperation proposition with tourist and trainings companies, event-agencies

Пакет предложения – фирмовый конверт, диск с презентацией

комплекса, визитка, коммерческое предложение.

2.

Sms-mailing

Goals:

• to inform people about new events in complex, SPA-services, etc.

• to lure maximal visitors number

2.1.

Sms with special propositions, for example, например, show sms in complex and get discount