MARKETING PLAN

Table of Content
No.
1.
2.
3.
4.

Page
Hotel Mission Statement and Positioning Statement
Executive Summary
Competition Analysis / S.W.O.T. Analysis
Statistical Analysis: Available / Sold Rooms, Fair /
Actual Market Share, Average Rate, RevPAR,

5.
6.
7.
8.

Occupancy.
Geographic Origin of Guest and Guest Nationality
Room Segmentation Report
Key Calendar Year 2004
Market Segment Productivity:
Rooms (*based on five key room segments)

9.

Restaurants / Bars (*based on four rest / bars)
Public Relations: Overview / Objectives / Strategies /

10.
11.
12.
13.
14.
15.
16.

Action
Collateral: Printing Requirements / Costs
Advertising: Objectives / Strategies
Sales Trips / Trade Shows
Direct Marketing
Organization Chart
Marketing Budget
Advertising Brief

Page: -1 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

MARKETING PLAN
1.

HOTEL MISSION STATEMENT

OUR VISION
"Creating Memories of Bali the island of Paradise"
Our Declaration
We are committed to creating memories of Bali as an island of paradise by being a fun,
enthusiastic and high performance teams. We lead with a vision of excellence, integrity and
support for one another, while sustaining an environment of pristine beauty and island of
paradise.
OUR VALUES
 Creativity: Where others see limits, we create opportunities.
 Excellence: We strive to be the best through consistent delivery of service and products.
 Support: We assist and partner with each other to succeed and build solid relationships to
reach our goals, dreams and aspirations.
 High Performance: We aspire to be a Championship Team.
 Integrity: Our actions are our words.
 Commitment: We promise to work together, be accountable and exercise service excellence
on a consistent basis.
 Pristine Beauty: Breathtaking beauty and natural surroundings set us apart.
 Island of Paradise: We create "Memories of Aloha" through our Hawaiian culture,
language and values.

POSITIONING STATEMENT
Page: -2 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

MARKETING PLAN
Our Hotel, being the first independent hotel that managed by a senior
hotelier will position itself as the leading hotel in Tuban area, by offering
some quality service and value of money, at the same time focusing on the
needs of both overseas tourist and local tourist based the markets.
For this to achieve, we will foster an environment in which all our
employees can play a part through continued training in excellence,
emphasis on teamwork, effective communication and innovation in all areas
of the hotel operation.

Page: -3 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

MARKETING PLAN
2.

EXECUTIVE SUMMARY

A. Situation Overview
A.

Local situation
Our location is the North of Kuta just 5 minutes drive from International
Airport Ngurah Rai and Our Hotel was located in front of Biggest and
Famous Hotel, just walking to Shopping Center Kuta, Bowling Club, and
Legendary Kuta Beach.
Just only one hotel under development in surrounding our hotel, this hotel
maybe will operate some times within the year 2009. Other development is
shopping mal that still under construction in the area not far from our
hotel.
Kuta area is famous destination for Australian Tourist, but not only from
Australia the other country i.e., Germany, Holland and domestic tourist now
are starting to choose Kuta and Tuban area as their destinations.
Kuta Beach is good place for surfing; body sun bake; relaxation with some
fun games. The traditional masseur will to offer you for relaxation massage
and bridal your hairs, juts when you desire.
Other than a legendary beaches in Tuban area there a lot of big shopping
mal such as Matahari and Kuta Square Shopping Arcade also to sell a lot of
cheaper souvenirs and things such as CD’s; Watches; Bags; and Tropical
Fashion of Clothes.

B.

Product and Services
The room types are:
- Standard Room totally 25 rooms;
- Superior Room totally 25 rooms;
- Deluxe Room totally 75 rooms;
- Suite Room totally 10 rooms.
The restaurant as follow:
- Balinese Coffee Shop will be focused to sell Indonesian specialties or
local dishes and be decided as a place to the guest take a breakfast
each morning from 06:30 am to 11:00 am;
- Tanah Lot Café Down Stair will be focused to sell combine western
and local dishes and be decided open from 07:00 am to 12:00 pm;
- Tanah Lot Café Up Stair will be decided as bar and karaoke a place
for the guest who will be enjoyed the drink and to sing or to watch a
football and/or films.
- Hong Kong Restaurant be focused to sell Chinese Food, be decided to
open from 10:00 am to 23:00 pm;
- Sunken Pool Side Bar will be served a lot several of drink be decided
to open from 07:00 am to 22:00 pm.

Page: -4 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

MARKETING PLAN
C.

Competition
From the personal observation of hotels at Tuban area as follow:
General Competitor
Now the competitors was very dilate as an impact of pricing policy for five
and four star hotel does not reflect to their class. Some five and four-star
hotels are sold the room with very low price, so to analyze competitor as
framer would be to consider also with hotel above Bali Rani Hotel category.
Hotel Competitor1
The Competitor1 is located in ____________ and closed by ___________
distance ______ km from our hotel.
The room available is 312 rooms and the rate as follow:
PUBLISH
INTERNET
- Superior Room (200) Single / Double
US $ 000,00 US
- Premier Room (27) Single / Double
US $ 000,00 US
- Pool View Room (3) Single / Double
US $ 000,00 US
- Family Garden View (27) Single / Double
US $ 000,00 US
- Family Pool View (17) Single / Double
US $ 000,00 US
- Executive Suite (12) Single / Double
US $ 000,00 US
- Extra Bed
US $ 000,00 US

$
$
$
$
$
$
$

00,00
00,00
00,00
00,00
00,00
00,00
00,00

The above rates all was excluded 21% tax and service charge for
Publish and net for Internet Rates
Compulsory Christmas Eve Diner the price to be advised
Compulsory New Year Eve Dinner the price to be advised
High Season Surcharge US $ 00,00 per room per night
Peak Season Surcharge US $ 00,00 per rooms per night
Meeting Room capacity from 50 up to 300 persons

Page: -5 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

MARKETING PLAN
Hotel Competitor2
The Competitor2 is located in ___________ and closed by
_____________ distance ____km from our hotel.
The room available is 243 rooms and the rate as follow:
- Standard Room Single / Double US $ 00,00 / US $ 00,00 (50%)
- Superior Room Single / Double US $ 00,00 / US $ 00,00 (50%)
- Deluxe Room Single / Double
US $ 00,00 / US $ 00,00 (50%)
The above rates all was excluded 21% tax and service charge
Not Compulsory Christmas Eve Diner
Not Compulsory New Year Eve Dinner
High Season Surcharge US $ 00,00 per room per night
Peak Season Surcharge US $ 00,00 per rooms per night
No Meeting Room
Hotel Competitor3
The Competitor3 is located in _____________ and closed by ___________
distance ______ km from our hotel.
The room available is 137 rooms and the rate as follow:
- Superior Room Single / Double US $ 00,00 / US $ 00,00
- Deluxe Room Single / Double
US $ 00,00 / US $ 00,00
- Deluxe Cottages Single / Double US $ 00,00 / US $ 00,00
- Extra Bed
US $ 00,00
The above rates all was included 21% tax and service charge
Compulsory Christmas Eve Diner US $ 00,00
Compulsory New Year Eve Dinner US $ 00,00
High Season Surcharge US $ 00,00 per room per night
Peak Season Surcharge US $ 00,00 per room per night
Meeting Room capacity from 50 up to 300 persons

Page: -6 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

MARKETING PLAN
D. Marketing Strategies
1.

Advertising
Overseas advertising budget will be used to support the Travel Agents
Brochures and produce some flyer for hotel packages.
Local advertising budget will be used to support the Travel Agents
Brochures and produce some flyer for hotel packages.

2.

Sales
To identify and develop partnership alliance will major Tour Operator in
Indonesia (Locally Bali, Surabaya, Bandung and Jakarta) and overseas.
To identify and evaluate on emerging market opportunities with
Australia, Europe, Local and Asian Countries
To introduce “Conference Network” package to all corporate and
commercial accounts overland and local, to catch the incentive market
segment as well.
Bonus Scheme Program, will be given directly to major supporter i.e.,
Wholesalers in Australia and Europe.
To attend Overseas Sales Trip and Sales Blitz to Travel Agents and Tour
Operator as per scheduled where prepared already as at the
attachment.

3.

Joint Marketing
To arrange with Credit Card Company (BCA Card Center, Dinners Card
Center and American Card Center) to get into there monthly magazines
for free
To continue with the Airline to feature our Hotel in the guide book to
their Preferred Members Card Holder and also to feature in their in-flight
magazine with special offer to some airlines passengers (i.e., Star Air;
Lion Air, Bouraq Airlines; Merpati Airlines and Mandala Airlines), who
show a boarding can pass within 48 hours will get a special rate.

Page: -7 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

MARKETING PLAN
E.

Food & Beverage

Class of Restaurant
Price

OUR HOTEL
Food & Beverage
Competitor Analysis

Restaurant 1

Restaurant 2

Restaurant 3

Restaurant 4

Our Restaurant

A

A

B

C

A

Value of Money

Value of Money

Value of Money

Moderate

Value of Money

Number of seats
Menu & Drink List




Western Food,
Chinese Food;
Local Food;
Beer, Wine &
Soft Drink

Entertainment and
Other Facilities

Special event only

Live Music &
Special Event

Live Music on
Special Event

Live Music once
week

None

Other Features

Commission for
guide and driver

Non
Commissionable

Commission for
guide and driver

Commission for
guide and driver

Commission for
guide and driver




Western Food,
Chinese Food;
Local Food;
Beer, Wine &
Soft Drink




Western Food,
Chinese Food;
Local Food;
Beer, Wine &
Soft Drink

Page: -8 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com




Western Food,
Chinese Food;
Local Food;
Beer, Wine &
Soft Drink




Western Food,
Chinese Food;
Local Food;
Beer, Wine &
Soft Drink

MARKETING PLAN
3. COMPETITION ANALYSIS/ S.W.O.T. ANALYSIS
OUR HOTEL
Marketing Plan
Competition Analysis
Star
Number of Rooms
1. Date Opened
Major Renovation
2. Type of Hotel

Rate in General
Special in Room
Facilities

Swimming Pool & Other
Sport Facilities

Parking
City Center Transport
Other Features

Food & Beverage

Nb of Restaurant

Weekender

Room Service

Nb of M.R

Min. Nb of Prs.

Max. Nb of Prs.

Banqueting Fac.
Sales & Marketing
Hotel Package

Competitor1
4
312 Rooms
Month, Year
____________________

_______________

_______________

Competitor2
3
243 Rooms
Month, Year
____________________

_______________

_______________

Competitor3
3
137
Month, Year
____________________

_______________

_______________

Our Hotel
3
104 Rooms
Month, Year
____________________

_______________

_______________


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Good

Free
None

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Good

Free
None

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Good

Free
None

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Good

Free
None

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Page: -9 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

MARKETING PLAN

3. COMPETETION ANALYSIS / S.W.O.T. ANALYSIS
Hotel 1
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Hotel 2
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Hotel 3
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Hotel 4
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Our Hotel
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OPPORTUNITI
ES

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THREATS

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STRENGTHS

WEAKNESSE
S

Page: -10 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

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MARKETING PLAN
_
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___________

4. STATISTICAL ANALYSIS
OUR HOTEL
Marketing Plan
Statistical Analysis
Hotel 1

Hotel 2

Hotel 3

LAST YEAR
Room Available
Room Sold
% Occupancy
Actual Market
Share
Average Room
Rate
RevPAR
MID YEAR
ACTUAL
Room Available
Room Sold
% Occupancy

Page: -11 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

Hotel 4

Our Hotel

MARKETING PLAN
Actual Market
Share
Average Room
Rate
RevPAR

Page: -12 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

MARKETING PLAN
5. GEOGRAPHIC ORIGIN OF GUEST AND GUEST NATIONALITY
OUR HOTEL
Guest Profile Analysis

Geographic Origin of Guest and Guest Nationality
Country

Last Year 2007
Room
Night

%

Forecast
Room
Night

2
008
%

Australia
New Zealand & South Pacific
TOTAL AUSTRALIA/NEW ZEALAND
Brunei
Hong Kong
India
Indonesia
Korea
Malaysia
Pakistan
P.R. of China
Philippines
Singapore
Sri Lanka
Taiwan
Thailand
Others
TOTAL ASIA
Bahrain
Kuwait
United Arab Emirates
Others & Africa
TOTAL MIDDLE EAST
Austria
Belgium
Denmark
Finland
France
Germany
Italy
Netherlands
Norway
Spain
Sweden
Switzerland
United Kingdom
Others
TOTAL EUROPE
Canada
United States of America
TOTAL NORTH AMERICA
Argentina
Brazil
Mexico
Others
TOTAL CENTRAL & SOUTH AMERICA
TOTAL AFRICA
TOTAL JAPAN
TOTAL PRODUCTION

Page: -13 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

Budget 2009
Room
Night

%

MARKETING PLAN
6. ROOM SEGMENT REPORT
Market Segments

Definitions

Individual Business (IB)
Rack Rate
Corporate Rates
Commercial Rates
Unique Programs (Business)
Hotel Packages (Business)
Other

Group Business (GB)
Air Crew
Meetings/Incentives/Conventions
Exhibitions
Sport Events
Individual Leisure (IL)
Rack Rate
Unique Programs (Leisure)
Hotel Packages (Leisure)
Contracted Leisure Rates
Airline Related
Group Leisure (GL)
Series
Ad Hoc
Airline Delayed
Complimentary Rooms
Other

7. KEY CALENDAR YEAR 2009
Page: -14 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

Market
Category

MARKETING PLAN
MONTH

DATE

EVENT

% Occupancy

8. MARKET SEGMENT PRODUCTIVITY
A.

Corporate & Business

Page: -15 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

Target Market

MARKETING PLAN
Objectives
Room nights

% Change

Avg. rate

%
Change

2007
2008
2009
Market Situation

Key Strategies

Page: -16 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

Revenue

% Change

MARKETING PLAN
8. MARKET SEGMENT PRODUCTIVITY
A.

Corporate & Business

Action

By
Who

8. MARKET SEGMENT PRODUCTIVITY
Page: -17 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

When

MARKETING PLAN
B.

Leisure

Objectives:
Room nights

% Change

Avg.
rate

%
Change

2007
2008
2009

Market Situation:

Key Strategies:

Page: -18 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

Revenue

% Change

MARKETING PLAN
8. MARKET SEGMENT PRODUCTIVITY
B.

Leisure

Action

By
Who

8. MARKET SEGMENT PRODUCTIVITY
Page: -19 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

When

MARKETING PLAN
C.

Hong Kong Restaurant:

Objectives:
# Of covers

% Of
change

Avg. food
check

% Of
change

Total food
revenue

2007
2008
2009

Market Situation:

Key Strategies:

8. MARKET SEGMENT PRODUCTIVITY
C. Hong Kong Restaurant:
Page: -20 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

% Of
change

MARKETING PLAN
Action

By
Who

8. MARKET SEGMENT PRODUCTIVITY
D.

Tanah Lot Café:

Objectives:
Page: -21 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

When

MARKETING PLAN
# Of covers

% Of
change

Avg. food
check

% Of
change

Total food
revenue

% Of
change

2002
2003
2004
Market Situation:

Key Strategies:

8. MARKET SEGMENT PRODUCTIVITY
D.

Tanah Lot Café:

Action
Page: -22 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

By
Who

When

MARKETING PLAN

8. MARKET SEGMENT PRODUCTIVITY
E.

Sunken Pool Bar:

Objectives:
# Of covers

% Of
change

Avg. food
check

% Of
change

2007
2008
2009
Page: -23 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

Total food
revenue

% Of
change

MARKETING PLAN
Market Situation:

Key Strategies:

Page: -24 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

MARKETING PLAN
8. MARKET SEGMENT PRODUCTIVITY
E.

Sunken Pool Bar:

Action

By
Who

8. MARKET SEGMENT PRODUCTIVITY
F.

Room Service:

Page: -25 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

When

MARKETING PLAN
Objectives:
# Of covers

% Of
change

Avg. food
check

% Of
change

2007
2008
2009
Market Situation:

Key Strategies:

Page: -26 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

Total food
revenue

% Of
change

MARKETING PLAN
8. MARKET SEGMENT PRODUCTIVITY
F.

Room Service:

Action

By
Who

8. MARKET SEGMENT PRODUCTIVITY
G.

Balinese Coffee Shop:

Page: -27 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

When

MARKETING PLAN
Objectives:
# Of covers

% Of
change

Avg. food
check

% Of
change

2007
2008
2009
Market Situation:

Key Strategies

Page: -28 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

Total food
revenue

% Of
change

MARKETING PLAN
8. MARKET SEGMENT PRODUCTIVITY
G.

Balinese Coffee Shop:

Action

9. PUBLIC RELATIONS
Page: -29 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

By
Who

When

MARKETING PLAN
Overview

Objectives

Strategies

Page: -30 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

MARKETING PLAN
9. PUBLIC RELATIONS
Action

Action

Page: -31 © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com

By
Who

When

MARKETING PLAN
10. COLLATERAL - PRINTING COSTS
ITEM

Page:

PURPOSE

TARGET MARKET

DISTRIBUTION

-32 - © Drs. Agustinus Agus Purwanto, MM Website: www.balihospitalityservices.webs.com

TOTAL
QUANTITY

COST

TARGET
DATE

MARKETING PLAN
11. ADVERTISING
Objectives

Strategies

-33 - © Drs. Agustinus Agus Purwanto, MM Website:
Page:
www.balihospitalityservices.webs.com

MARKETING PLAN
12. SALES TRIPS / TRADE SHOWS
DATE

Page:

COUNTRY

SALES TRIP /
TRADE SHOW

WHO IS
ATTENDING

PURPOSE / TARGET MARKET

-34 - © Drs. Agustinus Agus Purwanto, MM Website: www.balihospitalityservices.webs.com

BUSINESS POTENTIAL

COST

MARKETING PLAN
13. DIRECT MARKETING
DATE

TARGET MARKET

OFFER

DISTRIBUTION

14. Organization Chart

Page:

-35 - © Drs. Agustinus Agus Purwanto, MM Website: www.balihospitalityservices.webs.com

QUANTITY

COST

MARKETING PLAN

Managing Director

Resident Manager

Sales Manager

F.O Manager

Housekeeper

FB Manager

A. Managing Director

Chief Eng.

Director of Finance

HRD Manager

Chief
Accountant

15. MARKETING BUDGET
DESCRIPTIONS

Last Year
Amount

2007
%

Forecast
Amount

2008
%

PAYROLL
- Salaries & Wages

Page:

-36 - © Drs. Agustinus Agus Purwanto, MM Website: www.balihospitalityservices.webs.com

Budget
Amount

2009
%

MARKETING PLAN
- Other Benefits
TOTAL PAYROLL
OTHER EXPENSES
Uniforms Laundry
Uniforms
Printing & Stationary
Painting & Decorations
Promotion Materials
Telephone & Fax
Transportations
Data Processing
Postage & Telegram
Agents Entertainments
Marketing Fees
Advertising & Promotions
Broadcasting & Televisions
Traveling Expenses
Commission Travel Agents
Miscellaneous
TOTAL OTHER EXPENSES
TOTAL MARKETING

Page:

-37 - © Drs. Agustinus Agus Purwanto, MM Website: www.balihospitalityservices.webs.com

MARKETING PLAN
16. 2009 Advertising Briefing Form
1.

Primary Marketing Objective(s)

I)

____________________________________________________________________________________________________________

II)

____________________________________________________________________________________________________________

III)

____________________________________________________________________________________________________________

2.

What Are Your Key Selling Points?

I)

_____________________________________________________________________________________________________________

II)

_____________________________________________________________________________________________________________

III)

_____________________________________________________________________________________________________________

IV)

_____________________________________________________________________________________________________________

V)

_____________________________________________________________________________________________________________

VI)

_____________________________________________________________________________________________________________

VII)

_____________________________________________________________________________________________________________

3A.

Page:

Please Provide A Breakdown Of Where Your Business Comes From

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MARKETING PLAN
Country

2008

Primary
I)
___________
II)
___________
III)
___________
Secondary
I)
___________
II)
___________
III)
___________

2009

Business
Traveler %

Ave. Length
Of Stay

Leisure %

Ave. Length
Of Stay

Business
Traveler%

Ave. Length
Of Stay

Leisure %

Ave. Length
Of Stay

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

___________

____________________________________________________________________________________________________________________
____________________________________________________________________________________________________________________
____________________________________________________________________________________________________________________
Cont'd
3B.

Please Provide A Breakdown Of Where Your Business Comes From
Airline Crew

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MARKETING PLAN
2008

2009

Airline

No. Of Rooms

I)
II)
III)
IV)
V)
VI)

Airline

No. Of Rooms

I)
II)
III)
IV)
V)
VI)

4.

Percentage of Repeat Guests __________ %

5.

Lead Times For Corporate Bookings ______ Days; Leisure Bookings ______ Days.

6.

How Are Bookings Made At Your Hotel?

I)
IV)
V)

Page:

Internet
_________ %
Corporate
_________ %
Wholesalers / Inbound Operators

II)

Airlines (GDS)
_________ %
Local
_________ %
_________ %
VI)
Other

III)

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Travel Agents
_________ %
International
_________ %
_________ %

MARKETING PLAN
7.

Seasonality Of Your Business

Month/Year
January ‘09
February ‘09
March ‘09
April ‘09
May ‘09
June ‘09
July ‘09
August ‘09
September ‘09
October ‘09
November ‘09
December ‘09
Year End*

Occupancy
%
%
%
%
%
%
%
%
%
%
%
%
%

Special Reasons

Forecasted Occupancy 2008
%
%
%
%
%
%
%
%
%
%
%
%
%

(*Based on 8 months actual / 4 months forecast)
Comments On When You Feel You Ought To Advertise And Why
____________________________________________________________________________________________________________________
____________________________________________________________________________________________________________________
____________________________________________________________________________________________________________________
8.

What Type Of Advertising Will You Require This Year?

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MARKETING PLAN


Image Ad
Meeting / Conference Ad
Seasonal Tactical Offer

Yes / No
Yes / No
Yes / No

Executive Club Floor Ad

Yes / No

Fall 09

_________,

Spring 09 _________,

Winter 09

_________,

Summer 09 _________.

Other ____________________________________________________________________________________________________________
__________________________________________________________________________________________________________________

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MARKETING PLAN
9.

Will You Want To Change Your Current Creative For Any Of The Above, And / Or Do You Need To Develop New Advertising?

If Yes, Please Explain:
____________________________________________________________________________________________________________________
____________________________________________________________________________________________________________________
____________________________________________________________________________________________________________________
____________________________________________________________________________________________________________________
10.

Key Messages
To Business Travelers

To Leisure Market

_____________________________________________________

__________________________________________________________

_____________________________________________________

__________________________________________________________

_____________________________________________________

__________________________________________________________

_____________________________________________________

__________________________________________________________

_____________________________________________________

__________________________________________________________

11.

What Is The Advertising Budget* For Fiscal 2009?

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MARKETING PLAN
♦ Image
♦ Tactical
♦ Total Budget

Page:

US$__________________________
US$__________________________
US$__________________________

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