Marketing at the Unit Level

1
Chapter 14

• Marketing at the Unit Level

2
Unit Level Marketing

• Neighborhood marketing
• Basis
• Customers
• Competition

3
Restaurant Competitor Analysis
Competitor 1
Competitor 3
Our Operation
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
2
3
7
5
Focal
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
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