Guesthouse:Shunpiker Guest House Marketing Plan

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Contents 1 E'LAN GUESTHOUSE - Marketing Overview 2 Marketing Plan Template 2.1 Market Summary 2.1.1 Market: past, present, & future 2.2 Product Definition 2.3 Competition 2.4 Positioning 2.4.1 Positioning of product or service 2.4.2 Consumer promise 2.5 Communication Strategies 2.5.1 Messaging by audience 2.5.2 Target consumer demographics 2.6 Packaging & Fulfillment 2.6.1 Product packaging 2.6.2 COGs 2.7 Launch Strategies 2.7.1 Launch plan 2.7.2 Promotion budget 2.8 Public Relations 2.8.1 Strategy & execution 2.9 Advertising 2.9.1 Strategy & execution 2.10 Other Promotion 2.10.1 Direct marketing 2.10.2 Third-party marketing 2.10.3 Marketing programs 2.11 Pricing 2.11.1 Pricing 2.11.2 Policies 2.12 Distribution 2.12.1 Distribution strategy 2.12.2 Channels of distribution 2.12.3 Distribution by channel 2.13 Vertical Markets/Segments 2.13.1 Vertical market opportunities 2.14 International 2.14.1 International distribution 2.14.2 International pricing strategy 2.14.3 Localization issues 2.15 Success Metrics 2.15.1 First year goals 2.15.2 Additional year goals 2.15.3 Measures of success/failure 2.15.4 Requirements for success 2.16 Schedule 2.16.1 18-month schedule highlights 2.16.2 Timing

E'LAN GUESTHOUSE - Marketing Overview

Rather than blow a lot of money on advertising, we intend to build a connection with the Howard College campus (University of KZN) and the Student YMCA, Entabeni Private Hospital & Private Clinics, St Augustines Private Hospital & Private Clinics, Albert Luthuli Hospital and King Edward Hospital, with churches and progressive groups, and other similar networks in other provinces. A lot of this will be done on the web.

The purpose is to build word-of-mouth and belief in what we are doing rather than to try to catch people's attention through the din of the media. We will also get coverage from guide books and writers, but at first look for people and groups who want to be part of what we are doing. We will use our writing skills to create a brief but eloquent message on exactly what our goals are and why they are important. Inspire people to join us and help us succeed

Marketing Plan Template

Lewis created this Marketing Plan template:

Market Summary

Market: past, present, & future

• Review changes in market share, leadership, players, market shifts, costs, pricing, competition

Product Definition

• Describe product/service being marketed

Competition

• Provide an overview of product competitors, their strengths and weaknesses
• Position each competitor’s product against new product

Positioning

Positioning of product or service

• Statement that distinctly defines the product in its market and against its competition over time

Consumer promise

• Statement summarizing the benefit of the product or service to the consumer

Communication Strategies

Messaging by audience

Target consumer demographics

Packaging & Fulfillment

Product packaging

• Discuss form-factor, pricing, look, strategy
• Discuss fulfillment issues for items not shipped directly with product

COGs

• Summarize Cost of Goods and high-level Bill of Materials

Launch Strategies

Launch plan

• If product is being announced

Promotion budget

• Supply back up material with detailed budget information for review

Public Relations

Strategy & execution

• PR strategies
• PR plan highlights
• Have backup PR plan including editorial calendars, speaking engagements, conference schedules, etc.

Advertising

Strategy & execution

• Overview of strategy
• Overview of media & timing
• Overview of ad spending

Other Promotion

Direct marketing

• Overview of strategy, vehicles & timing
• Overview of response targets, goals & budget

Third-party marketing

• Co-marketing arrangements with other companies

Marketing programs

• Other promotional programs

Pricing

Pricing

• Summarize specific pricing or pricing strategies
• Compare to similar products

Policies

• Summarize policy relevant to understanding key pricing issues

Distribution

Distribution strategy

Channels of distribution

• Summarize channels of distribution

Distribution by channel

• Show plan of what percent share of distribution will be contributed by each channel -- a pie chart might be helpful

Vertical Markets/Segments

Vertical market opportunities

• Discuss specific market segment opportunities
• Address distribution strategies for those markets or segments
• Address use of third-party partner role in distribution to vertical markets

International

International distribution

• Address distribution strategies
• Discuss issues specific to international distribution

International pricing strategy

Localization issues

• Highlight requirements for local product variations

Success Metrics

First year goals

Additional year goals

Measures of success/failure

Requirements for success

Schedule

18-month schedule highlights

Timing

• Isolate timing dependencies critical to success