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有关成人市场的酒店市场营销销售经营。

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来源:【人和时代·中国】酒店vi设计公司 发布时间:2012-03-24 10:48:57 查看次数:

有关成人市场的酒店市场营销销售经营。
Arby’s瞄准成人市场
    Arby’s是美国一家与汉堡王、麦当劳类似的快餐连锁企业,隶属于AFA服务集团,改集团拥有3200家餐饮分店。近年来该公司调整了市场定位,从一般快餐企业所钟爱的同时也十分拥挤的青少年市场转向了成人市场。公司为此还发动了一次大型的酒店市场营销活动。整个活动涉及多种传播手段,包括30秒的电视广告、电台广告,还有在各分店销售点大量分发的印刷品宣传材料。整个活动一改过去的“卡通”格调(适合青少年),表现强烈得“成熟”品位。
    “这次重新的市场定位不是短期的政策变化,而是公司一个长期发展方向。”AFA服务集团的营销总监说,“我们的顾客和一些对本公司不太熟悉的人都非常来了新的变化。成年人对口味更加复杂、更加注重健康的新菜单十分感兴趣。”
    重新定位以前,Arby’s的广告甚调均为:画面为几张产品照组合,画外音不是歌星Barry White的歌声,就是喜剧明星Rodney Dangerfield的逗乐。显然,这种广告部适于新的市场定位。为打造新形象,公司决定投入6000万美元(比上一年增加10%)开展一次新的营销活动。
    Arby’s的新目标市场是18~49岁的“重度”快餐消费者。“与其他快餐企业相比,我们的顾客显得年龄大一些,”营销总监说,“我们认为这个市场存在着巨大的机会。在这之前,我们已进行了深入的、长达2年的调查分析。我们对这一分析结果十分有信心。”
    新的电视广告镜头中,小孩、成人和Arby’s的三明治画面不断切换,在配上相应的画外音,突出了孩子、成人的强烈对比。在一组宣传烤牛肉三明治为主的电视广告片中,其画外音为:“随着年龄的增长,你可能已发现,油腻并不是调味品”,“你是不是已厌倦了油腻的儿童食品?”
   为确保在营销活动中保持正确方向,Arby’s还在1800名消费者中进行了一次调查,了解消费者对这次重新定位的看法。
   不久,Arby’s收获了重新定位的硕果,营业额有了大幅度上升,令以前的对手如汉堡王公司等羡慕不已,甚至也准备分兵进入成人市场。
The adult market, hotel marketing business program:
Arby's aimed at the adult market
    Arby's is the U.S. similar to a Burger King, McDonald's fast food chain, part of AFA's services group, change the Group has 3200 food and beverage outlets. In recent years, the company adjusted its market position, a favorite from the general fast-food companies are also very crowded youth market to the adult market. This also launched a major marketing campaign. The whole event involving a variety of means of communication, including a 30-second TV commercials, radio advertising, sales in all branches of the mass distribution of printed promotional materials. The whole event changed the "cartoon" style (for teenagers), showing strong too "mature" taste.
    "This re-positioning of the market is not short-term policy changes, but the company is a long-term development direction." The AFA Services Group director of marketing said, "our customers and our people are not familiar with some of the Company to the new changes adults on the taste more complex and more emphasis on the new menu is very interested. "
    Before re-positioning, the advertising of Arby's and even tone are: screen for a few products according to combinations, the voiceover is not a singer Barry White singing comedian Rodney Dangerfield amused. Clearly, the advertising department is suitable for new market positioning. To create a new image, the company decided to invest $ 60 million (an increase of 10 percent over the previous year) to carry out a new marketing campaign.
    Arby's new target market is 18 to 49-year-old "fast food consumers. "Compared with other fast food companies, our customer is older," the director of marketing, said, "We believe that this market there is a huge opportunity. Prior to this, we have conducted in-depth, up to 2 years of the survey analysis We have great confidence that the results of this analysis.
    The new lens of television advertising, children, adults and Arby's sandwiches, the screen constantly switch, coupled with the corresponding voice-over highlight the child, adult strong contrast. A group of publicity roast beef sandwich based television advertising the film, the voice-over: "With age, you may have found that greasy is not a condiment," You are tired of greasy food for children? "
   To ensure that marketing activities to maintain the correct direction, Arby's also conducted a survey of 1800 consumers understand the consumer's view of the re-positioning.
   Soon, the harvest of Arby's to reposition the fruits of turnover have increased significantly, the former rivals such as Burger King and other envy, or even ready to divide our forces into the adult market.

(版权所有:转载请注明来源于【人和时代·中国】 http://www.hotelcis.com 作者:先锋)



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