1. Chapter 14 Marketing at the Unit Level

2. Unit Level Marketing n Neighborhood marketing n Basis –Customers –Competition

3. 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 ____________ _____________ _____________ ____________ Restaurant Competitor Analysis Competitor 1 Competitor 2 Competitor 3Our Operation

4. 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 ____________ _____________ _____________ ____________ Our HotelCompetitor 1Competitor 2Competitor 3 Hotel Competitor Analysis

5. Unit Level Marketing n Neighborhood marketing n Basis –Customers –Competition –Operations –Database/loyalty marketing

6. Local Marketing Issues for Chain Restaurants n Budget priorities n Organizational issues n Organizing field marketing

7. Establishing a Local Marketing Program n Objectives n Customers

8.              Defining Trading Area on a Map

9. Establishing a Local Marketing Program n Objectives n Customers n Competition n Marketing Mix

10. Local Marketing Communication n Merchandising –Menu merchandising

11. The numbers indicate the order of eye movements, given that no special graphics are used. Menu Focal Point Center Line Focal point of a single-sheet menu Focal Point Focal point of a folded menu opening from the center Focal point of a folded menu opening from the right 2 5 1 3 7 46 Focal Point

12. Special Placement White Wines Chardonnay - Rich flavor, crisp & dry San Martin.......... 12.95 Chenic Blanc - Tart and fruity, soft bouquet, Mirassou..... 12.95 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 Special

13. Boxing/Shading Effect Soups & Salads My Mom’s Minestrone One incredible bowl of soup with sourdough bread & Butter $2.50 ALL YOU CAN EAT Bottomless bowl of minestrone PLUS a Pete’s garden salad $5.50 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 Blackened Red Snapper - Cajun style13.50 White Sea Bass - grilled with ginger 13.95 Tiger Prawns - sautéed with lemon14.95 Swordfish Pacifica - stuffed with shrimp14.95 Chicken breast cordon bleu - traditional13.95 Sand Dabs Meuniere - sautéed in lemon12.95 Scallops sauté - fresh scallops in butter13.50 Fettuccine - artichoke hearts and cheese10.95 Highest selection Highest Profit Lowest selection Lowest profit Highest profit Highest selection

15. Evocative Language A medley of... Freshly baked... Tender pieces of... A lively blend of...... grilled to perfection Generous serving of... Mouth-watering... tossed lightly with...... mounded with fresh...

16. Local Marketing Communication n Merchandising –Menu merchandising –Merchandising zone –Internal merchandising –Turnkey merchandising programs n Advertising

17. Local Marketing Communication (Cont.) n Merchandising n Advertising n Sales promotion –Joint or cross promotion n Personal selling n Community relations –Remote

18. Property Level Marketing in Lodging n Product n Price n Promotion –Advertising –Personal selling –Sales promotion –Public relations and publicity