Course code : HTMN6050

Course name : culinary Business Event

SKS : 2/2

MARKETING
SESSION # 6– WEEK 6
 Hotel Management BINUS is solemnly committed to adopt and to
implement the 10 principles of the Global Code of Ethics for Tourism

1. Tourism’s contribution to mutual understanding and respect between peoples and societies
2. Tourism as a vehicle for individual and collective fulfillment
3. Tourism, a factor of sustainable development
4. Tourism, a user of the cultural heritage of mankind and contributor to its enchanmnet
5. Tourism, a beneficial activity for host countries and communities
6. Obligations of stakeholders in tourism development
7. Right to tourism
8. Liberty of tourist movements
9. Right of the workers and entrepreneurs in the tourism industry
10. Implementation of the principles of the Global Code of Ethics for Tourism

As a fundamental frame of reference for responsible and sustainable tourism, the Global Code of Ethics for Tourism (GCET) is a comprehensive set of
principles designed to guide key-players in tourism development. Addressed to governments, the travel industry, communities and tourists alike, it aims to
help maximize the sector’s benefits while minimizing its potentially negative impact on the environment, cultural heritage and societies across the globe.

For more information about GCET:

http://ethics.unwto.org/en/content/global-code-ethics-tourism
LEARNING OBJECTIVES
• After learning this subject students will be able to :

1. Identify The Four Ps of Marketing

2. Explain how to branding your business
3. Create a marketing plan
 INTRODUCTION
• A marketing strategy—which is also part of your business
plan—describes how you’re going to get the word out about
your new venture
• Marketing essential means showcasing your business and
all it has to offer in appealing ways in order to attract the
maximum amount of viable customers
• Most caterers start marketing their business prior to
opening
 THE FOUR P OF MARKETING

• There are four basic categories that affect marketing

decisions.
• Their integration has been termed a marketing mix

• The basic components of this mix are:

1. Product
2. Price
3. Place (distribution)
4. Promotion
PRODUCT

• Product refers to both specific products and

services.
• Marketing decisions on products should be
based on quality, style, safety, functionality,
and uniqueness.
PRICE

• Marketing decisions in this area can be

affected by seasonality, availability, volume
discounts, wholesale versus retail pricing,
and the pricing strategy of competitors.
PLACE

• Distribution involves how products or services get

to the right place—that is, to the customer.
• Marketing decisions about distribution can be
affected by transportation considerations,
perishability, packaging, inventory management,
and order processing
PROMOTION

• Promotion is the communication of information

about the business to customers with a positive
end result.
• Decisions in this area are affected by marketing
budget, the availability of advertising vehicles, sales
personnel, and publicity.
BRAND YOUR BUSINESS

• Everything people see is a potential marketing

tool, from the sign, catering vehicle, business card,
uniform etc as long as it has the catering logo’s
• It will communicate your brand through a unified
message
THE WAYS TO SPEND A
MARKETING
BUDGET
MARKETING PLAN
1. SIGNAGE

• Signs identify a business but also serve as a primary

marketing tool.
• Signs should be attention grabbing.
• Avoid crowding too much information or multiple
logos and catchphrases onto a sign; this can
confuse the public
2. BROCHURES, BUSINESS CARDS, AND
STATIONERY

• In addition to the logo and contact information, you might want

to include a catchphrase (such as “Catering for All Occasions”)
on all your promotional materials and correspondence

• Use concise, easy-to-read print on quality paper stock.

Embossing and multiple colors will also enhance printed
materials.
3. ADVERTISING IN PRINT AND ELECTRONIC
MEDIA

• Advertising on television and radio, and in magazines

and newspapers, will bring in new business and give
your catering business a presence in the marketplace.

• Advertisements targeted to a smaller population—

especially your target market—and that run repeatedly
will be more successful
4. YELLOW PAGES OR PHONE BOOK ADS

• Many catering businesses have dramatically

increased inquiries and sales by advertising in the
yellow pages
• When you’re deciding on the design and size of
your ad, look at past or existing ads by other
caterers
5. TRADE AND LIFESTYLE MAGAZINES

• Newspapers and magazines provide a lot of

viable advertising opportunities for caterers.
• Some companies might “trade out,” or offer
an ad in exchange for catering services
valued at the same amount
 6. RADIO
• Radio advertising is very effective for catering businesses

• The radio station will usually help with the production of the

ad or refer you to a company who specializes in designing

commercials made for radio.

• Many radio ads have a jingle, catchphrase, or accompanying

music that becomes familiar to the frequent listener

7. WEBSITES

• The Internet is probably the most commonly used

business marketing tool.
• For a relatively low investment, a caterer can construct a
website and establish e-mail communication, allowing
potential clients to browse its offerings and contact an
event planner to set up a consultation.
 8. SOCIAL MEDIA

• Social media networks present many affordable

opportunities for caterers to promote their businesses
• These networks allow for the use of many marketing
tools, such as:
• Testimonies of past and current clients
1. Uploaded photos and video in real time
2. Contact information with links to maps
3. Client lists and résumés
4. FAQs
5. Upcoming events and promotions
6. Awards and accolades
7. Opportunities for people to “like” or “follow”
8. Communication and reinforcement of the business identity
through other affiliations
9. DIRECT MAIL

• Direct mail is a great way to target corporate

accounts and potential customers in your
demographic or your geographic area.
• The disadvantage of direct mail is that a targeted
mailing from a caterer is often considered junk
mail and tossed in the trash without much thought.
10. SHOW AND TELL

• There are many other ways, sometimes much less costly,

to promote a catering business.
• Some caterers will discount their services when asked to
cater events for nonprofit or charitable organizations.
• In exchange for the discount, the host organization
promotes the catering company
11. SCHEDULE TESTING

• Potential clients can be invited to open houses or

scheduled tastings to sample food, view banquet rooms,
and get a sense of how a caterer operates.
• Such tastings are yet another way to market your product.
• Quality caterers include a sample table complete with
linens, floral pieces, and dinnerware in their displays
12. BRIDAL AND TRADE SHOW

• Bridal and trade shows are another great way to get your
name out there.
• Although it is rare for a caterer to book a wedding at a bridal
show, you can give out brochures and business cards along
with a small sample of a signature dish.
• Attendees are there to gather information and usually make
contact with a caterer at a later date
PIGGYBACK
The marketing which Allow cost market entry strategy in which two or more firms
represent one another's complementary (but non-competing) products in their
respective markets.

• Some caterers piggyback on another business’s

marketing campaign.
• For example, a car dealership having a big sale
might allow a local caterer to hand out food
samples and promotional materials to the
customers that come into its showroom
13. WORD OF MOUTH: THE BEST KIND OF
MARKETING

• The best form of advertising for a catering business

is word-of-mouth advertising.
• In fact, the majority of your incoming business will
be the result of referrals or recommendations from
satisfied clients or from a guest at one of your
events
• Mattel, Bruce.(2015). Catering: A Guide To Managing A
Successful Business Operation, Willey, New Jersey, ISBN
13: 978-1-118-13797-0

• http://www.berkahcatering.web.id/article/7-str
ategi-jitu-marketing-catering
• https://foodtruckempire.com/catering/7-power
-marketing-tactics/