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Integrated Project
Principles of Marketing
GROUP 4

G. Suchet, V. Bogati, A. Schengen, H. Hahm, A. Knapp, S. Chukhlantsau

Table of Contents
• Introduction to the property
• 3 buildings
• Target markets
• Description of our proposal
• Current marketing strategies
• New marketing strategies offered by our proposal
• its advantages & disadvantages
• The purpose of the promotion and goals to achieve
• The marketing budget and charts
• Conclusion
• References

Les Chalets des
Mosses
• three typical Swiss
chalets in Col des
Mosses, Canton de Vaud
• in the heart of Swiss Alps
and is easily accessible
by car or train
• operates 10 months a
year
• school groups,
companies, families,
individuals, (army)

• main building (47 rooms)
• “Le Bivouac” café-restaurant
• open to all clients
• Mediterranean and Swiss cuisine
• easy access to the slopes

• provides service for private groups and
events (24 rooms)
• restaurant currently operates for catering these
segments
• Manager’s idea: create an Italian restaurant open
it to public by winter 2014.

• limited number of rooms (14)
• very popular destination for little
groups, ski camps or private events
• industrial kitchen at the guest’s disposal

Target markets
• the main geographically targeted
segmentation: The European Union (80%
Swiss, 5-5% from Germany, Hungary,
France, Great Britain, Lithuania, and
Bulgaria) (source: Assistant Manager,
Patrick Evert)
• school groups, families, individual guests,
elder people
• the destination additionally attracts the
business segmentation (seminars,
conferences and other business-related
courses)
• army when the hotel is closed

Description of our
proposal
• Restaurant Les Fontaines
• Budget of CHF 500’000
• charming Swiss wood furnishing
• Le Bivouac offers international dishes; Italian
restaurant 12 km away
• features wouldn’t be useful to create an Italian
ambiance / a popular and quality restaurant
• change the manager’s original idea
• with the use of local products - to specialize
in Swiss cheese and “l’eau de vie” types
• serving traditional food (fondue, rösti) with
some international favorites (hamburgers,
pastas, club sandwiches, pizzas) + any type of
cheese from our fresh Swiss collection
• the bar would provide10 different types of
local spirits called “l’eau de vie” - meaning
“water of life”

Marketing strategies
• an organization concentrates its limited resources on the greatest opportunities to
increase sales and to achieve a sustainable competitive advantage

• the development of a successful strategy involves careful scanning of the internal and
external environments.

• ﬁnal step:
• to create a plan to
monitor progress
• and a set of
contingencies if
problems arise in
the implementation
of the plan

Current

• doesn’t currently have a strategy based on • tour operators have a high potential in
the previously mentioned features selling different types of packages
• the power of word of mouth advertising and • transportation from the airport, ﬂight or train
tickets
the use of different distribution channels
help the establishment to increase its sales • walk-in: 5% - naturally very low
and its competitive advantage • not very common that guests end up in Les
Mosses without conﬁrmed accommodation
• lot of loyal customers, who come back
without any need of further promotion • marketing is crucial

• a truck with its logo that is being driven
around in Germany, but not on a regular
basis
• percentage of online distribution channels:
Booking.com: 90%; Groups.ch: 5%; Swiss
Trails : 3%; All others : 2%.
• Booking.com - no link to Hotel Les Fontaines or
La Sapinière

• helps to save expenses - annual
commission for each establishment: CHF
500-700

• other online distribution channels are German -
will be an asset - owner would like to target more
German customers

New
• focus on our current target market
• with the use of modern marketing tools - reach new market segments
• Affordable Method
• simple, based on the level we think our company can afford
• Total revenues - expenses; then decide how big portion of the remaining funds we would devote to
advertising
• improvement of the Les Chalet des Mosses’s ofﬁcial website
• insert a slideshow to promote our different packages
• before opening our new restaurant in Les Fontaines
• place a countdown machine - promote the opening itself
• the closer we get to ‘Vision 2020’, the more emphasis will be put on its
promotion
• advertise any renovations or improvements in the property:
• implementation of a Wi-Fi system
• keep current traditional marketing tools: newspapers, billboards, direct
mailers
• focus on the previously mentioned promotions
• billboards: place some around and inside Les Mosses - work as promotional and guiding tools
• start to collect a simple database of customer name, e-mail address and dates of stay
• use the social media (Facebook)
• improve the Les Mosses page and update
• advertising on Facebook is relatively cheap - choice our of desired target market

Its advantages &
disadvantages
• advantages:
• decreased costs, speed, modernity, area of spread
• customers will be able to do detailed researches on our
products and services
• disadvantages:
• no control of negative feedbacks
• lower costs - lower quality
• keep a balance between the traditional and modern marketing
tools
• not all our customers (elder segment) have access to internet
or technology

Goals to achieve
update our website and
ASED
Facebook page D ECRE S
sim COST
da ple
tab
as
e

increase
RevPar &
give
recognition to Occupancy
our prosed %
F&B outlet

target the same type of customers
with the use of social media meet their demand
enter new market segments

Marketing budget
Current marketing costs:
• CHF 3’500 - database management / website designer
• Newspapers € 2,335.61 company
• Advertising € 10,303.91 • manage our customer data
• Advertising - local € 1,510.00 • take care of direct mails
• Commission € 1,621.64 • website design and social media management
• Representation costs € 2,067.29 • newspapers & local billboards - CHF 1’500 / CHF 1’000
• more efﬁcient marketing strategies
• able to lower our costs
• keep the representation costs at the same level

AFFORDABLE METHOD

Total forecasted revenue: CHF 2'389'447

Operating expenses: CHF 2'144'152 determine how
---------------------------------------------------- the resources will
Total remaining funds: CHF 245’295
be spent on each
Portion devoted for marketing: CHF 5’000
method

Charts
CHF$14,000.00$

CHF$12,000.00$

CHF$10,000.00$

CHF$8,000.00$

CHF$6,000.00$ 2012$
CHF$4,000.00$ 2013$

CHF$2,000.00$

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Conclusion
• the current situation is not very
advantageous for the property
• number of online channels used
is high
• but it is not the best way to
promote the property
• change online marketing
• build a simple database
• improving the website - allow customers to book directly there
• result in less costs (no commission fee)
• help to build the data management system for returning customers
• little but appropriate changes - the company’s recognition could be increased
easily

References
• (n.d.). Retrieved March 15, 2012, from Les Chalets des Mosses: http://
www.leschaletsdesmosses.ch/

• Armstrong, G., & Kotler, P. (2011). Marketing - An introduction (Vol. 10).
Harlow, England: Pearson Education Limited.

• Christ, S. (n.d.). Traditional Marketing Promotion Tools. Retrieved May 1, 2012,
from eHow: http://www.ehow.com/info_7832469_traditional-marketing-
promotional-tools.html

• Evert, P. (2012, March 12). Assistant Manager of Les Chalets des Mosses. (A.
Schengen, Interviewer) Les Mosses, Switzerland.

• Schmidt, A. (2012, May 1). Website management - http://www.nmf.ch/. (V.
Bogati, Interviewer)

• Traditional Marketing Tactics. (2011, February 12). Retrieved May, 2012, from
Mind Power Marketing: http://www.mindpowermarketing.com/traditional-
marketing-tactics/

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