Chapter 14

Marketing at the Unit Level

Unit Level Marketing

Neighborhood marketing Basis

– Customers– Competition

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 ____________ _____________ _____________ ____________

Restaurant Competitor AnalysisCompetitor 1 Competitor 2 Competitor 3Our Operation

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 ____________ _____________ _____________ ____________

Our Hotel Competitor 1 Competitor 2 Competitor 3

Hotel Competitor Analysis

Unit Level Marketing

Neighborhood marketing Basis

– Customers– Competition– Operations– Database/loyalty marketing

Local Marketing Issues for Chain Restaurants

Budget priorities Organizational issues Organizing field marketing

Establishing a Local Marketing Program Objectives Customers

Defining Trading Area on a Map

Establishing a Local Marketing Program Objectives Customers Competition Marketing Mix

Local Marketing Communication

Merchandising– Menu merchandising

The numbers indicate the order of eye movements, given that no special graphics are used.

Menu Focal Point

Center Line

Center Line

Focal point of a single-sheet menu

Focal Point Focal Point

Focal point of a folded menu opening from the center

Focal point of a folded menu opening from the right

25

1

37

4 6

Focal

Point

Special Placement

White Wines

Chardonnay - Rich flavor, crisp & dry San Martin .......... 12.95

Chenic Blanc - Tart and fruity, soft bouquet, Mirassou..... 12.95

Pinot Noir Blanc “Eye of the Swan” - This full bodiedwine is dry with a fruity nose. A unique white winemade from red Pinot Noir grapes ..........................11.95

Special

Boxing/Shading Effect

Soups & Salads

My Mom’s MinestroneOne incredible bowl of soup

with sourdough bread & Butter$2.50

ALL YOU CAN EATBottomless bowl of minestrone

PLUS a Pete’s garden salad$5.50

Each day we offer a SPECIAL SOUP. Your server will know all about it.

SPINACH SALADLeaf spinach mixed

with balsamic vinaigrette toppedwith bacon, mushrooms,

sliced egg, tomato wedges,pine nuts & grated parmesan

$5.50

CLASSIC COBBAvocado, chicken, bacon,

crumbled bleu cheese,diced tomatoes & sliced egg,

row-after-row, on a bed of crispromaine & iceberg lettuce

$5.95

First and Last Bias

ENTREESENTREESBlackened Red Snapper - Cajun style 13.50White Sea Bass - grilled with ginger 13.95Tiger Prawns - sautéed with lemon 14.95Swordfish Pacifica - stuffed with shrimp 14.95Chicken breast cordon bleu - traditional 13.95Sand Dabs Meuniere - sautéed in lemon 12.95Scallops sauté - fresh scallops in butter 13.50Fettuccine - artichoke hearts and cheese 10.95

Highest selectionHighest Profit

Lowest selection

Lowest profit

Highest profitHighest selection

Evocative Language

A medley of ...

Freshly baked ...

Tender pieces of ...

A lively blend of ...... grilled to perfection

Generous serving of ...Mouth-watering ...

tossed lightly with ...

... mounded with fresh ...

Local Marketing Communication

Merchandising– Menu merchandising– Merchandising zone– Internal merchandising– Turnkey merchandising programs

Advertising

Local Marketing Communication (Cont.) Merchandising Advertising Sales promotion

– Joint or cross promotion Personal selling Community relations

– Remote

Property Level Marketing in Lodging Product Price Promotion

– Advertising– Personal selling– Sales promotion– Public relations and publicity