F&B Marketing Calender

ANNUAL PLPlanning 2020 Marketing Template
Planning Entity Name
Objective of SWOT
Objective of Templates
Instructions
Objective
Strategy
Action
Radisson Blu New Delhi Paschim Vihar
Plot the internal strengths, weakness, external

opportunity and threats specific to your market relating to
the Fact Base information. This information should help
you identify the key issues and opportunities for your
market.
Outline the key issues supported by your Fact Base with

the key strategy and actions for country specific 2020
plans to feed into the CE commercial plan.
Complete one sheet per need or issue with no more than

THREE (3) strategies.
Include overview of the actions you propose to
implement in the market in 2020 to fulfil the strategy and
achieve the objective.
Include approx timings and approx budget in INR for
each activity.
You must relate each strategy back to a Big Rock or key
EMEA strategy.
Statement outlining what need to be done. It must be

measurable. It must relate to the business (financial),
belief (guest perception), behaviour (response). E.g. -
grow Rev Par by x from y
Is a doing statement that starts with a verb. It is NOT an

action. It is a statement of what you are going to work to
achieve. E.g Drive frequency of stay via PCR
Are the things you are going to do to make sure you

achieve your strategy and meet your objectives. E.g
Implement local tactical PCR enrolment programs.
What is the Issue or Need for your market?
Driving Room Occupancy in lean Period
List and detail the information from Fact Base that supports the need or issue you have identified.
Owning to the vicinity give lucrative offers to guests as per their needs
What is your objective to address this need or issue? (Must be a statement that is measurable and relates to business, belief or
behaviour)
To Check The Market Trends and create packages to cater.

Enhance the customer experience
Starategies to focus on Family and Business Hotel
Strategy 1: Write one sentence explaining the primary strategy. It must have a verb - it is
a statement of what needs to be done e.g Drive frequency, Drive acquisition and
enrolment etc.
Strategy rebranding of the Hotel as Corporate and Family hotel.

Lucrative offers to the guests to drive in occupancy
enrolment etc.
To work on the image of the hotel on Various channels on Internet

To work on the image of the hotel on Various channels on Internet
enrolment etc.
Levraging on Third Party Media for Rooms Promotion
enrolment etc.
To leverage on Corporate Promotions

issue you have identified.
nt that is measurable and relates to business, belief or
Actions What actions/activity do your

recommend to take place in 2019 to deliver
Estimated
against the Strategy or Big Rock? Include ideal
Budget INR
timing for activity as well as approx budget in
INR. Estimated Time of Completion
Tie ups with Banks like Amex, Axis, HDFC etc for
cross visibility on various collaterals used by these
banks in order to communicate with their customer
database. Mar-20
Weeekend staycation family package: To create a
special package for family staycation along with a
facility of Kids Area to give a weekend getaway for -
families looking to experience a day out within the
city. Mar-20
In-room TV promotions to focus on cross
promotions for F&B and Spa Immidietly
Enhance the experience of a Single lady traveller
TBA
To leverage on Day use room selling to increase the
lean period potential
Immidietly
-
Estimated
Budget INR
INR. Estimated Time of Completion
To encourage guests to book direct and less
leverage on OTA's. Whole Year
To convert OTA Guests coming through corporates
into LNR account Whole Year
Working on the Website Update, Tripadvisor update
, OTA's ranking update with comp set status and
weekly health check with team Weekly
To work with Social media task force with set
-
targets to increase the visibly on web Whole Year
Photoshoot of the hotel 2, 00,000 Mar-20
Estimated
Budget INR
INR.
Leverage on Industry Magazines for trend based
stories on Rooms & Housekeeping To be shared In PR Plan
To have 2 Staycations on quarterly basis to
showcase the experience at the Hotel
To include Rooms focussed Social media posts and

Tripadvisor feedback on Hotel Social medi pages
To empower Social Media Task Force to

encourage guests to tag pictures to hotel page for
Accurate UGC
To focus on Barter proposal received through Third
party like Radio Mirchi, Hindustan Times and other
Media Channels

Estimated
Budget INR
INR.
To leverage on Radisson Central Promotions for
e.g. Stay More, Save More
market? (Must be market? (Must be market? (Must be market? (Must be market? (Must be
supported by Fact supported by Fact supported by Fact supported by Fact supported by Fact
Base information and Base information and Base information and Base information and Base information and
market? (Must be market? (Must be market? (Must be market? (Must be market? (Must be market? (Must be
supported by Fact supported by Fact supported by Fact supported by Fact supported by Fact supported by Fact
Base information and Base information and Base information and Base information and Base information and Base information and
market? (Must be market? (Must be market? (Must be
supported
supported by Fact supported by Fact supported by Fact
by Fact
Base information and Base information and Base information and
S.No Action Responsibility
To filter OTA bookings to be converted into direct booking; Enhance book
1 direct Front Office & Social Media Task Force
Weekly health check to be done for OTA ranking, Tripadvisor

2 Competetion and website update Ekant Sabharwal, Swati Saini, Suresh Re
Monthly TV promotions update to be sent to front office by every last day

3 of previous month Swati Saini
4 Day Use Strategy to be followed Ekant Sabharwal, Swati Saini, Suresh Re
5 Social Media task force meetings to be conducted twice a month Swati Saini
Responsibility
Office & Social Media Task Force
bharwal, Swati Saini, Suresh Reddy
Swati Saini
bharwal, Swati Saini, Suresh Reddy
Swati Saini
Holiday Inn New Delhi International Airport
INTERNAL FACTORS
STRENGTHS WEAKNESSES
Smaller meeting space compared to Radisson Mahipalpur,Radisson Dwarka and
Brand Awareness : Holiday Inn Has a good brand image globally. upcoming Taj Vivanta.
Comfortable beds : An observation in 2014 was lots of guest appreciated the

quality of sleep they got at the hotel during the stay Only one restaurant presently for guests.
Aerocity is still under construction and with limitation to access of local shops and
Complimentary both ways Airport transfers markets.
Lack of residential area and corporate offices for the catchment of outside guest for
IHG Rewards club : Worlds largest loyalty program lunch and hangar covers.
Location : the hotel is located 4 kms from the Delhi Airport and is adjacent to
the Aerocity metro station. Has good connectivity via the NH 8 making travel
easy to Gurgaon, South and Central Delhi
Room size : Comparatively larger rooms than lemon tree and IBIS.
Breakfast buffet : Good spread of buffet and food has been appreciated by
many. People staying in other hotels nearby have come and dined with us .
4100 sq. ft. pillar less ballroom combined with 2000 sq. of prefunction area
and a courtyard vertical garden for functions that can hold up to 450 guests.
Free Wi-Fi to all in-house guests.
OTA'S. Approximately 18% contribution was generated in 2014 by bookings.
EXTERNAL FACTORS
OPPORTUNITY THREATS
Bella Italia opening in Q1Upcoming Italian Restaurant - Authentic italian

Cuisine restaurant inside the hotel with mezanine party area Opening of competitor hotels like Novotel , Pullman , Taj Vivanta (dwarka) in quarter 3
Crew, corporates and Leisure business .. Strong social media of Accor Hotels.
Upcoming Bharti Worldmark centers in Aerocity increase opportunity for
corporate guest to choose us as their preferred hotel and also with increase Opening of Budget hotels such as pride, in the second half of the year to spoil current
in the F&B revenue towards the 2nd half od 2015. market hotel rates in Aerocity.
Crystal Club: Our hotel dining loyalty card . In 2014 , Crystal club contributed
to about 5-8 % of the overall revenue for Viva. 2015 looks a more promising
year with the number of membership increasing . Corporates migrating to Guest Houses/Service Apts to cut down on accomodation cost
Multiple F&B options stand alones with speciality & fine dine offerings in nearby vicinity
Social Events and weddings. to open along with Bharti World Mark
ODC as a segment has got opportunity after the opening of Bharti World
Mark Centres.
IHG Business Rewards - Loyalty Rewards for business bookers
Social Media Engagement.
LIST UP TO 5 KEY ISSUES IDENTIFIED: LIST UP TO 5 KEY OPPORTUNITIES IDENTIFIED:

Radisson Blu New Delhi Paschim Vihar
GLOBAL BRAND TEMPLATE 2 - 2009 Strategy Profiles
Objective:
To provide back-up information for each strategy that impacts 2009. Giving a little more detail and the rationale thinking and evidence behind the strategy
Instructions:
Complete this template multiple times:
- once for each strategy that has impact in 2009
- press button to right to create a new blank template for the next strategy
Strategy
Description
Root Issue being addressed
2010 and 2011 completed where possible

Expected roll-out rate (where appropriate) 2008 2009 2010 2011
# Hotels
% of portfolio
Belief Impact 2008 2009 2010 2011
Behavioural Impact 2008 2009 2010 2011
Business (Financial) Impact 2008 2009 2010 2011
2008 2009 2010 2011

Costs ($m)
Hotel Impact (where appropriate) 2008 2009 2010 2011

Capex / room
Op costs (per room)
Approx Payback or ROI
Evidence / Judgement Assumptions
Linking Belief Impact to Behaviour Impact
Linking Behaviours to Business Impact
Have we done this type of activity before? If so, what did we learn?
Why is the proposed spend not any bigger?
What support and spend is required from the regions and functions for this strategy by year?
Driving non resident footfall to the hotel owing to its location

New standalone F&B Outlets and food hubs in the vicinity of the hotel
To rebrand Indyaki with alcohol now live at the restaurtant.
Online F&B Marketing via social media optimization, Article genreation, Public relations and collabrations
Focus on F&B selling with current active member database
What is your objective to address this need or issue? (Must be a statement that is measurable and relates to business, belief or behaviour)
Increase footfall in the outlets.

Revenue generation via promotional events/food festivals
Unique Properties creation via Marketing Collaborations
Focus to generate new guests through PR & Digital Media platform via lead generation campaign
Strategy 1: Write one sentence explaining the primary strategy. It must have a verb Actions What actions/activity do your recommend to take place in 2019 to
Estimated
- it is a statement of what needs to be done e.g Drive frequency, Drive acquisition and deliver against the Strategy or Big Rock? Include ideal timing for activity as well Estimated Timing
Budget INR
enrolment etc. as approx budget in INR.
Leverage on Digital Media marketing to Increase in Non residential Footfalls

Tie ups with Banks like Amex, Axis, HDFC etc for cross visibility on various collaterals
50,000.00 Jun-19
Drive to Increase people engagement on social media to attract new potential used by these banks in order to communicate with their customer database.
customers through contest and interactive posts.
Actively execute Monthly F&B Promotions for all individual outlets maintaining
Promoting outlets via Choice of India, Dine out, Gourmet passport, Zomato and
marketing hygine and invite bloggers and journalists to promote it. - Entire year
Nearbuy on commissionable basis in order to increase foot falls.
By first week of each

Email / SMS marketing to database. 500.00
promotion
Inviting influencers to hotel in order to create a buzz amongst the target audience. 20,000.00 Monthly
Running contests, regular post on social media in order to create the buzz for the
events/promotions happening at the hotel 6,000.00 Monthly
Online presence on Zomato or equal footfall generating website for all F&B outlets for
brand awareness and showcasing our restaurants and related offer on food. This will 90,000.00 3 months
help influence a lot of local guests to walk-in and enquire about the outlet
Partner with blogs/ social media pages such as Sodelhi, little black book Delhi Food
- TBA
freak, Whatsup Delhi, etc. for reaching out to audience.
Sourcing potential database from closeby areas such as Punjabi Bagh, Meera Bagh,
15,000.00 TBA
Paschim Vihar for social events
Strategy 2: Write one sentence explaining the primary strategy. It must have a verb Actions What actions/activity do your recommend to take place in 2019 to
Estimated
- it is a statement of what needs to be done e.g Drive frequency, Drive acquisition and deliver against the Strategy or Big Rock? Include ideal timing for activity as well Estimated Timing
Budget INR
enrolment etc. as approx budget in INR.
To create women specific promotion for ladies get together & Kitty Parties - Ongoing
1 Tie up with banks like HDFC, AXIS Bank etc Ankur Dikshit & Swati S
2 Status Check for Dine Out, Gourmet Passport, Zomato and Nearbuy Swati Saini And Ankur Prata
3 Email SMS Marketing Ankur Dikshit & Swati S
4 Influencers engagement Swati Saini
Article submission on So Delhi, Whatsup Delhi, Schoop Whoop and Little

5 Black book Ankur Pratap Singh, Swa
6 Kitty Party Packages to be floated Swati Saini, Ankur Dik

Ghar Ka Swaad to rejuvinated need to check the possible avenues for the
7 same Swati Saini, Ankur Pratap
8 Community Centres Association Ankur Dikshit, Swati S
9 Video shoots for promotion Ankur Pratap Singh, Swa
10 Residents Welfare Association Tie ups Ankur Dikshit, Swati S
11 Fliers to be distributed for " Bring Home our Chef" Ankur Dikshit
12 Exclusive bloggers table every promotion Swati Saini
13 IndyakI Paid Listing In Hindustan Times Swati Saini
14 Tripadvisor and Zomato Health Check every Month Ankur Pratap Singh, Swa
15 Beverage Tie ups with Exclusive promotions Ankur Pratap Singh
16 Summer Packages and Coockery Class Marketing Ankur Pratap Singh, Swa
Responsibility
Ankur Dikshit & Swati Saini
Swati Saini And Ankur Pratap Singh
Ankur Dikshit & Swati Saini
Swati Saini
Ankur Pratap Singh, Swati Saini
Swati Saini, Ankur Dikshit
Swati Saini, Ankur Pratap Singh
Ankur Dikshit, Swati Saini
Ankur Dikshit, Swati Saini
Ankur Dikshit
Swati Saini
Swati Saini

Ankur Pratap Singh

Driving non resident footfall to Vyoma Fitness Centre and Spa

Complete Analysis of compset and driving Marketing through different Channels
To work on existing and start new lucrative offers
List and detail the information from Fact Base that supports the need or issue you have
identified.
To pull the crowd from International Fitness centre chains available in the vicinity .
To educate patrons about genuine products and advantages of the same.
What is your objective to address this need or issue? (Must be a statement that is measurable
and relates to business, belief or behaviour)
Increase footfall in the facility

Revenue generation via promotional events
Unique Properties creation via Marketing Collaborations
Focus to generate new guests through PR & Digital Media platform via lead generation campaign
Strategy 1: Write one sentence

explaining the primary strategy. It Actions What actions/activity do your recommend to take
must have a verb - it is a statement place in 2020 to deliver against the Strategy or Big Rock?
of what needs to be done e.g Drive Include ideal timing for activity as well as approx budget
frequency, Drive acquisition and in INR.
enrolment etc.
To drive local marketing of the

hotel.
To place hoarding in the Punjabi Bagh Club Road to
showcase the features of the Fitness Centre.
To visit the Outlet in compsets and understand the frequency,

clientele
To introduce " The Golden Card- Vyoma". This card will entitle
for discount on many services
To target community festivals and have showcase the salon
services, Spa and Fitness Centre
To target the women committee of locality and share exclusive

bouquet of offers
Tracking Kitty get togethers along with F&B database to target
specific promotion
Sourcing potential database from closeby areas such as
Punjabi Bagh, Meera Bagh, Paschim Vihar for social events
to be sent to messages
enrolment etc.
To create Separate Facebook page for Vyoma
To come out on exclusive market strategy for unlimited haircut
for male in INR 10,000
Profile creation: Magic Pin & Foursquare
To Invite Bloggers for spa review on monthly basis
To create a special video in association with Popxo,
Schoopwhoop
Digital Media Marketing and Social
Media & Thirp party marketing To create a cross promotional event with third party like
Pevonia
to have totem screen outside gym which will have information
for the guests visiting spa and salon service. E.g. Star
performer of the month.
To send Media gifts to famous bloggers which will contain
discount coupons for various services and spa which will
furthure enhance the content of Spa.

enrolment etc.
To Have eisel stand placed in the various locations of the

hotel
To engage Social Media Task Force with targets to engage
guests to share information for Vyoma Salon and services in
the check in briefings
To create a selfie counter outside Vyoma to create a social

hub engagement counter for guests taking spa services
Driving In house capture ratio
To have a cross department collabration Vyoma Spa and F&
B of the hotel. To identify the potential customer and share the
bouquet of Promotions to guests
To share marketing offers at Wi-Fi Landing page of the hotel.
To create collabrated offers with rooms, Food & Beverage and

spa. For e.g. Weekend Staycation package, Couple retreat
package
Estimated Budget INR Estimated Timing
100,000.00 Per quarter
- Entire year
40,000.00 Monthly
TBA Monthly
TBA 3 months
15,000.00 Monthly
- Ongoing
Ongoing
- Monthly
Per video
TBA Per event
Monthly
4 listings
7,000.00 Per article
10,000.00 Occasionally
1 Hoarding Finalization in Punjabi Bagh Swati Saini, Avtar Walia
2 Golden Card Vyoma Swati Saini
3 Target Community meeting Swati Saini, Avtar Walia
4 Target Women Groups in the vicinity through Facebook Swati Saini
5 Convert F&B customers to potential Spa Customer Swati Saini, Ankur Pratap, Avtar Walia
6 Sourcing Potential Database for nearby area Swati Saini
7 Separate Facebook Page Swati Saini
8 Exlusive pacakge for Men Haircut Avtar Walia
9 Profile creation: Magic Pin and Foursquare Swati Saini
10 Totem Screen to be placed in Spa Avtar Walia
11 Selfie Counter to be placed outside Spa Avtar Walia
12 Checking for Wi-Fi Landing Swati Saini
Responsibility
Swati Saini, Avtar Walia
Swati Saini
Swati Saini, Avtar Walia
Swati Saini
aini, Ankur Pratap, Avtar Walia
Swati Saini
Swati Saini
Avtar Walia
Swati Saini
Avtar Walia
Avtar Walia
Swati Saini
Driving Social & MICE business through Marketing
Introducing new marketing initiatives to support weddings and capture comp set revenue
What is your objective to address this need or issue? (Must be a statement that is measurable and relates to
business, belief or behaviour)
Levarge on Local Marketing Initiatives

Leverage on Third Party Media
Leverage on colleratral and corporate initiatives
Driving Marketing for MICE business through corporates

explaining the primary strategy. It must Actions What actions/activity do your recommend to take place in
have a verb - it is a statement of what 2020 to deliver against the Strategy or Big Rock? Include ideal
needs to be done e.g Drive frequency, timing for activity as well as approx budget in INR.
Drive acquisition and enrolment etc.
As the business is driving from the vicinity: Hoarding to be placed in

preferable location ( Saraswati Vihar, Pitampura)
To contact the previous wedding guests to check any requirement for
upcoming ceremonies
To contact the various associations to garner business for e.g Jain
Samaj, Gupta Samaj
To associate with temple panchangs and check for advertisement in the
same

Media Buying or Barter- Create a wedding Jingle to be played on FCT

( Free Commercial Time) at Radio
Media Buying or Barter- To buy a half page advertisement in Hindi
Newspapers like ( Navbharat Times or Hindustan)
To enhance website with search Engine optimised content to garner
To leverage on Third Party Marketing
booking from direct web searching
Association with Chabbra 555, Manyawar, Orra Jewels and Tanishq for
possible cross collabration
To leverage on PR article and trend stories in wedding magazine like
Wedding Affair, Wedding Vows
explaining the primary strategy. It must
have a verb - it is a statement of what To
needs to be done e.g Drive frequency,
Leverage on Industry Magazines for trend based stories on Rooms &

Housekeeping
To have 2 Staycations on quarterly basis to showcase the experience at

the Hotel
To include Rooms focussed Social media posts and Tripadvisor feedback

on Hotel Social medi pages
Levraging on Third Party Media for

Rooms Promotion
To empower Social Media Task Force to encourage guests to tag

pictures to hotel page for Accurate UGC
To focus on Barter proposal received through Third party like Radio
Mirchi, Hindustan Times and other Media Channels

To leverage on Radisson Central Promotions for e.g. Stay More, Save

More
To leverage on Corporate Promotions
Estimated Budget INR
200,000.00
N/A
N/A
N/A
2,00,000 ( 15 seconds @ INR 1500)
180,000.00
N/A
N/A
N/A

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ANNUAL PLPlanning 2020 Marketing Template

Planning Entity Name

Plot the internal strengths, weakness, external

Outline the key issues supported by your Fact Base with

Complete one sheet per need or issue with no more than

Statement outlining what need to be done. It must be

Is a doing statement that starts with a verb. It is NOT an

Are the things you are going to do to make sure you

Driving Room Occupancy in lean Period

To Check The Market Trends and create packages to cater.

Strategy rebranding of the Hotel as Corporate and Family hotel.

To work on the image of the hotel on Various channels on Internet

Levraging on Third Party Media for Rooms Promotion

To leverage on Corporate Promotions

nt that is measurable and relates to business, belief or

Actions What actions/activity do your

To include Rooms focussed Social media posts and

To empower Social Media Task Force to

Actions What actions/activity do your

Weekly health check to be done for OTA ranking, Tripadvisor

Monthly TV promotions update to be sent to front office by every last day

Office & Social Media Task Force

bharwal, Swati Saini, Suresh Reddy

Comfortable beds : An observation in 2014 was lots of guest appreciated the

Free Wi-Fi to all in-house guests.

OTA'S. Approximately 18% contribution was generated in 2014 by bookings.

Bella Italia opening in Q1Upcoming Italian Restaurant - Authentic italian

IHG Business Rewards - Loyalty Rewards for business bookers

Social Media Engagement.

LIST UP TO 5 KEY ISSUES IDENTIFIED: LIST UP TO 5 KEY OPPORTUNITIES IDENTIFIED:

Root Issue being addressed

2010 and 2011 completed where possible

Belief Impact 2008 2009 2010 2011

Behavioural Impact 2008 2009 2010 2011

Business (Financial) Impact 2008 2009 2010 2011

2008 2009 2010 2011

Hotel Impact (where appropriate) 2008 2009 2010 2011

Evidence / Judgement Assumptions

Linking Belief Impact to Behaviour Impact

Linking Behaviours to Business Impact

Why is the proposed spend not any bigger?

Driving non resident footfall to the hotel owing to its location

Increase footfall in the outlets.

Leverage on Digital Media marketing to Increase in Non residential Footfalls

By first week of each

3 Email SMS Marketing Ankur Dikshit & Swati S

4 Influencers engagement Swati Saini

Article submission on So Delhi, Whatsup Delhi, Schoop Whoop and Little

6 Kitty Party Packages to be floated Swati Saini, Ankur Dik

8 Community Centres Association Ankur Dikshit, Swati S

9 Video shoots for promotion Ankur Pratap Singh, Swa

10 Residents Welfare Association Tie ups Ankur Dikshit, Swati S

13 IndyakI Paid Listing In Hindustan Times Swati Saini

Ankur Dikshit & Swati Saini

Swati Saini And Ankur Pratap Singh

Ankur Dikshit & Swati Saini

Ankur Pratap Singh, Swati Saini

Swati Saini, Ankur Dikshit

Swati Saini, Ankur Pratap Singh

Ankur Dikshit, Swati Saini

Ankur Pratap Singh, Swati Saini

Ankur Dikshit, Swati Saini

Ankur Pratap Singh, Swati Saini

Ankur Pratap Singh, Swati Saini

F&B Marketing Calender

F&B Marketing Calender