Gift Shop at Hotel XHTM2121 Tourism and Hospitality Marketing

Group E

Aika CHAN

Eric CHAN

Nicole LAM

Thomas LAI

Patrick YIU

(SEM001)

Revenue Centre

Benefits:

- To sell souvenir as mementos

- To extend a hotel’s brand identity

Business Concept

• Products:

- “one-of-a-kind” merchandise

- hotel brand identity products

• Name: The Gift

• Type: Gift Shop

• Location: 2/F, Hotel X

Mission

• To provide unique, high-quality products at affordable prices.

• To help people celebrate some of the happiest moments in life.

Resources

• Knowledge of the market

(understand the target market)

• Outstanding Employees- Independence

- Knowledgeable

- Communicate effectively

Objectives

• To increase brand awareness

• Financial: - First 6 months: Break-even

- First year: 8% profit margin

• To build customer loyalty- 4% repeated customer

• Guests of Hotel X- Mainly overseas Travelers

- Male, educated, middle-to-upper class, 26-45 years of age

- want to extend their memorable experience

• White-collars of Tsimshatsui- potential frequent customers

- price sensitive

- Tend to be more thoughtful

- Looking for the best value for money

Positioning

• Quality product at the best prices

• To emphasize value-for-money

• Take a more market-oriented and competitive approach

Products• Brand Identity Products

• Personal Care Products

• Learning Course

• Home-made Food Items

• Seasonal Gifts

Pricing• Cost-plus mark-up pricing

- Mark-up percentage: 30%

- For brand identity products

• Competitive pricing

- For personal care products, learning courses, home-made food items and seasonal gifts

Place

• Physical location: 2/F- Direct Sales

• Official website

• Duty free shops at the Airport

Promotion• In-room & restaurants display (i.e. leaflets &

brochures)

• Ads (e.g. Hotel TV channel & in-room internet)

• Discount and coupons

• Bundle package

• VIP programme

Implementation Milestone

Sales Forecast

• In General: Steadily Growth

• Holiday, Festival: dramatically increase

-> Feb: Lunar New Year

-> Apr: Easter

-> Oct – Dec: Halloween, Christmas and New Year

Marketing Expenses Forecast

• 46% of total sales in the first month

- Put effort to increase our

target customer’s awareness

• Increase in Festival promotion.e.g. Halloween (Oct),

Christmas (Dec)

Marketing

Controls• 4 focus areas

- Revenue

- Sales

- Customer satisfaction

- The frequency of repeated

customers

Control Methods

Contingency Planning

• If achieve the objective

- Keep and build

• If far worse than our expectation

- Investigate the reason

- Find out the need

- Develop vs phase out

THANKS