Вы находитесь на странице: 1из 44

MARKETING PLAN

Table of Content
No. Page
1. Hotel Mission Statement and Positioning Statement
2. Executive Summary
3. Competition Analysis / S.W.O.T. Analysis
4. Statistical Analysis: Available / Sold Rooms, Fair /
Actual Market Share, Average Rate, RevPAR,
Occupancy.
5. Geographic Origin of Guest and Guest Nationality
6. Room Segmentation Report
7. Key Calendar Year 2004
8. Market Segment Productivity:
Rooms (*based on five key room segments)
Restaurants / Bars (*based on four rest / bars)
9. Public Relations: Overview / Objectives / Strategies /
Action
10. Collateral: Printing Requirements / Costs
11. Advertising: Objectives / Strategies
12. Sales Trips / Trade Shows
13. Direct Marketing
14. Organization Chart
15. Marketing Budget
16. 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 $ 00,00
- Premier Room (27) Single / Double US $ 000,00 US $ 00,00
- Pool View Room (3) Single / Double US $ 000,00 US $ 00,00
- Family Garden View (27) Single / Double US $ 000,00 US $ 00,00
- Family Pool View (17) Single / Double US $ 000,00 US $ 00,00
- Executive Suite (12) Single / Double US $ 000,00 US $ 00,00
- Extra Bed US $ 000,00 US $ 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
OUR HOTEL
Food & Beverage
Competitor Analysis
Restaurant 1 Restaurant 2 Restaurant 3 Restaurant 4 Our Restaurant

Class of Restaurant A A B C A

Price Value of Money Value of Money Value of Money Moderate Value of Money

Number of seats

Menu & Drink List  Western Food,  Western Food,  Western Food,  Western Food,  Western Food,
 Chinese Food;  Chinese Food;  Chinese Food;  Chinese Food;  Chinese Food;
 Local Food;  Local Food;  Local Food;  Local Food;  Local Food;
 Beer, Wine &  Beer, Wine &  Beer, Wine &  Beer, Wine &  Beer, Wine &
Soft Drink Soft Drink Soft Drink Soft Drink Soft Drink

Entertainment and Special event only Live Music & Live Music on Live Music once None
Other Facilities Special Event Special Event week

Other Features Commission for Non Commission for Commission for Commission for
guide and driver Commissionable guide and driver guide and driver guide and driver

Page: -8 - © Drs. Agustinus Agus Purwanto, MM Website:


www.balihospitalityservices.webs.com
MARKETING PLAN

3. COMPETITION ANALYSIS/ S.W.O.T. ANALYSIS


OUR HOTEL
Marketing Plan
Competition Analysis

Competitor1 Competitor2 Competitor3 Our Hotel


Star 4 3 3 3
Number of Rooms 312 Rooms 243 Rooms 137 104 Rooms
1. Date Opened Month, Year Month, Year Month, Year Month, Year
Major Renovation ____________________ ____________________ ____________________ ____________________
2. Type of Hotel • _______________ • _______________ • _______________ • _______________
• _______________ • _______________ • _______________ • _______________

Rate in General
Special in Room • ______________ • ______________ • ______________ • ______________
Facilities • ______________ • ______________ • ______________ • ______________
• ______________ • ______________ • ______________ • ______________
• ______________ • ______________ • ______________ • ______________
• ______________ • ______________ • ______________ • ______________
• ______________ • ______________ • ______________ • ______________
• ______________ • ______________ • ______________ • ______________
• ______________ • ______________ • ______________ • ______________
• ______________ • ______________ • ______________ • ______________
Swimming Pool & Other • ______________ • ______________ • ______________ • ______________
Sport Facilities • ______________ • ______________ • ______________ • ______________
• ______________ • ______________ • ______________ • ______________
• ______________ • ______________ • ______________ • ______________
• ______________ • ______________ • ______________ • ______________
• ______________ • ______________ • ______________ • ______________
• ______________ • ______________ • ______________ • ______________
• ______________ • ______________ • ______________ • ______________
• ______________ • ______________ • ______________ • ______________
Parking • Good • Good • Good • Good
• Free • Free • Free • Free
City Center Transport None None None None
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 ____________________ ____________________ ____________________ ____________________
• _______________ • _______________ • _______________ • _______________
• _______________ • _______________ • _______________ • _______________
• _______________ • _______________ • _______________ • _______________

Page: -9 - © Drs. Agustinus Agus Purwanto, MM Website:


www.balihospitalityservices.webs.com
MARKETING PLAN

3. COMPETETION ANALYSIS / S.W.O.T. ANALYSIS


Hotel 1 Hotel 2 Hotel 3 Hotel 4 Our Hotel
STRENGTHS __________ __________ __________ __________ ___________
_ _ _ _ ___________
__________ __________ __________ __________ ___________
_ _ _ _ ___________
__________ __________ __________ __________ ___________
_ _ _ _ ___________
__________ __________ __________ __________
_ _ _ _
__________ __________ __________ __________
_ _ _ _
__________ __________ __________ __________
_ _ _ _
WEAKNESSE __________ __________ __________ __________ ___________
S _ _ _ _ ___________
__________ __________ __________ __________ ___________
_ _ _ _ ___________
__________ __________ __________ __________ ___________
_ _ _ _ ___________
__________ __________ __________ __________
_ _ _ _
__________ __________ __________ __________
_ _ _ _
__________ __________ __________ __________
_ _ _ _

OPPORTUNITI __________ __________ __________ __________ ___________


ES _ _ _ _ ___________
__________ __________ __________ __________ ___________
_ _ _ _ ___________
__________ __________ __________ __________ ___________
_ _ _ _ ___________
__________ __________ __________ __________
_ _ _ _
__________ __________ __________ __________
_ _ _ _
__________ __________ __________ __________
_ _ _ _

THREATS __________ __________ __________ __________ ___________


_ _ _ _ ___________
__________ __________ __________ __________ ___________
_ _ _ _ ___________
__________ __________ __________ __________ ___________

Page: -10 - © Drs. Agustinus Agus Purwanto, MM Website:


www.balihospitalityservices.webs.com
MARKETING PLAN
_ _ _ _ ___________
__________ __________ __________ __________
_ _ _ _
__________ __________ __________ __________
_ _ _ _
__________ __________ __________ __________
_ _ _ _

4. STATISTICAL ANALYSIS
OUR HOTEL
Marketing Plan
Statistical Analysis

Hotel 1 Hotel 2 Hotel 3 Hotel 4 Our Hotel

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
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 Forecast 2 Budget 2009
008
Room % Room % Room %
Night Night Night
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
MARKETING PLAN

6. ROOM SEGMENT REPORT


Market Segments Definitions Market
Category
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
MARKETING PLAN

MONTH DATE EVENT % Occupancy Target Market

8. MARKET SEGMENT PRODUCTIVITY


A. Corporate & Business
Page: -15 - © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com
MARKETING PLAN

Objectives

Room nights % Change Avg. rate % Revenue % Change


Change
2007
2008
2009

Market Situation

Key Strategies

Page: -16 - © Drs. Agustinus Agus Purwanto, MM Website:


www.balihospitalityservices.webs.com
MARKETING PLAN

8. MARKET SEGMENT PRODUCTIVITY

A. Corporate & Business

Action Who
By
When

8. MARKET SEGMENT PRODUCTIVITY

Page: -17 - © Drs. Agustinus Agus Purwanto, MM Website:


www.balihospitalityservices.webs.com
MARKETING PLAN

B. Leisure

Objectives:

Room nights % Change Avg. % Revenue % Change


rate Change
2007
2008
2009

Market Situation:

Key Strategies:

Page: -18 - © Drs. Agustinus Agus Purwanto, MM Website:


www.balihospitalityservices.webs.com
MARKETING PLAN

8. MARKET SEGMENT PRODUCTIVITY


B. Leisure

Action Who
By
When

8. MARKET SEGMENT PRODUCTIVITY


Page: -19 - © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com
MARKETING PLAN

C. Hong Kong Restaurant:

Objectives:

# Of covers % Of Avg. food % Of Total food % Of


change check change revenue change
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
MARKETING PLAN

Action Who
By
When

8. MARKET SEGMENT PRODUCTIVITY


D. Tanah Lot Café:

Objectives:

Page: -21 - © Drs. Agustinus Agus Purwanto, MM Website:


www.balihospitalityservices.webs.com
MARKETING PLAN
# Of covers % Of Avg. food % Of Total food % Of
change check change revenue change
2002
2003
2004

Market Situation:

Key Strategies:

8. MARKET SEGMENT PRODUCTIVITY


D. Tanah Lot Café:

Action Who
By
When

Page: -22 - © Drs. Agustinus Agus Purwanto, MM Website:


www.balihospitalityservices.webs.com
MARKETING PLAN

8. MARKET SEGMENT PRODUCTIVITY


E. Sunken Pool Bar:

Objectives:

# Of covers % Of Avg. food % Of Total food % Of


change check change revenue change
2007
2008
2009

Page: -23 - © Drs. Agustinus Agus Purwanto, MM Website:


www.balihospitalityservices.webs.com
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 Who
By
When

8. MARKET SEGMENT PRODUCTIVITY


F. Room Service:

Page: -25 - © Drs. Agustinus Agus Purwanto, MM Website:


www.balihospitalityservices.webs.com
MARKETING PLAN

Objectives:

# Of covers % Of Avg. food % Of Total food % Of


change check change revenue change
2007
2008
2009

Market Situation:

Key Strategies:

Page: -26 - © Drs. Agustinus Agus Purwanto, MM Website:


www.balihospitalityservices.webs.com
MARKETING PLAN
8. MARKET SEGMENT PRODUCTIVITY
F. Room Service:

Action Who
By
When

8. MARKET SEGMENT PRODUCTIVITY


G. Balinese Coffee Shop:
Page: -27 - © Drs. Agustinus Agus Purwanto, MM Website:
www.balihospitalityservices.webs.com
MARKETING PLAN

Objectives:

# Of covers % Of Avg. food % Of Total food % Of


change check change revenue change
2007
2008
2009

Market Situation:

Key Strategies

Page: -28 - © Drs. Agustinus Agus Purwanto, MM Website:


www.balihospitalityservices.webs.com
MARKETING PLAN
8. MARKET SEGMENT PRODUCTIVITY
G. Balinese Coffee Shop:

Action Who
By
When

9. PUBLIC RELATIONS

Page: -29 - © Drs. Agustinus Agus Purwanto, MM Website:


www.balihospitalityservices.webs.com
MARKETING PLAN

Overview

Objectives

Strategies

Page: -30 - © Drs. Agustinus Agus Purwanto, MM Website:


www.balihospitalityservices.webs.com
MARKETING PLAN
9. PUBLIC RELATIONS
Action

Action Who
By
When

Page: -31 - © Drs. Agustinus Agus Purwanto, MM Website:


www.balihospitalityservices.webs.com
MARKETING PLAN
10. COLLATERAL - PRINTING COSTS
ITEM PURPOSE TARGET MARKET DISTRIBUTION TOTAL COST TARGET
QUANTITY DATE

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


MARKETING PLAN
11. ADVERTISING

Objectives

Strategies

Page: -33 - © Drs. Agustinus Agus Purwanto, MM Website:


www.balihospitalityservices.webs.com
MARKETING PLAN
12. SALES TRIPS / TRADE SHOWS
DATE COUNTRY SALES TRIP / WHO IS PURPOSE / TARGET MARKET BUSINESS POTENTIAL COST
TRADE SHOW ATTENDING

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


MARKETING PLAN
13. DIRECT MARKETING
DATE TARGET MARKET OFFER DISTRIBUTION QUANTITY COST

14. Organization Chart

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


MARKETING PLAN

Managing Director

Resident Manager A. Managing Director Director of Finance

Sales Manager F.O Manager Housekeeper FB Manager Chief Eng. HRD Manager Chief
Accountant

15. MARKETING BUDGET


DESCRIPTIONS Last Year 2007 Forecast 2008 Budget 2009
Amount % Amount % Amount %
PAYROLL
- Salaries & Wages

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


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. Please Provide A Breakdown Of Where Your Business Comes From

Page: -38 - © Drs. Agustinus Agus Purwanto, MM Website: www.balihospitalityservices.webs.com


MARKETING PLAN
Country 2008 2009

Primary Business Ave. Length Leisure % Ave. Length Business Ave. Length Leisure % Ave. Length
Traveler % Of Stay Of Stay Traveler% Of Stay Of Stay
I)
___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________
II)
___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________
III)
___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________
Secondary
I)
___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________
II)
___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________
III)
___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________

____________________________________________________________________________________________________________________
____________________________________________________________________________________________________________________
____________________________________________________________________________________________________________________
Cont'd
3B. Please Provide A Breakdown Of Where Your Business Comes From

Airline Crew

Page: -39 - © Drs. Agustinus Agus Purwanto, MM Website: www.balihospitalityservices.webs.com


MARKETING PLAN
2008 2009
Airline No. Of Rooms Airline No. Of Rooms
I) I)
II) II)
III) III)
IV) IV)
V) V)
VI) 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) Internet _________ % II) Airlines (GDS) _________ % III) Travel Agents _________ %
IV) Corporate _________ % Local _________ % International _________ %
V) Wholesalers / Inbound Operators _________ % VI) Other _________ %

Page: -40 - © Drs. Agustinus Agus Purwanto, MM Website: www.balihospitalityservices.webs.com


MARKETING PLAN

7. Seasonality Of Your Business

Month/Year Occupancy Special Reasons Forecasted Occupancy 2008


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* % %
(*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?

Page: -41 - © Drs. Agustinus Agus Purwanto, MM Website: www.balihospitalityservices.webs.com


MARKETING PLAN

∗ Image Ad Yes / No
∗ Meeting / Conference Ad Yes / No
∗ Seasonal Tactical Offer Yes / No Fall 09 _________, Winter 09 _________,
Spring 09 _________, Summer 09 _________.
∗ Executive Club Floor Ad Yes / No

Other ____________________________________________________________________________________________________________
__________________________________________________________________________________________________________________

Page: -42 - © Drs. Agustinus Agus Purwanto, MM Website: www.balihospitalityservices.webs.com


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?

Page: -43 - © Drs. Agustinus Agus Purwanto, MM Website: www.balihospitalityservices.webs.com


MARKETING PLAN

♦ Image US$__________________________
♦ Tactical US$__________________________
♦ Total Budget US$__________________________

Page: -44 - © Drs. Agustinus Agus Purwanto, MM Website: www.balihospitalityservices.webs.com