有關(guān)成人市場的酒店市場營銷銷售經(jīng)營。
Arby’s瞄準(zhǔn)成人市場
    Arby’s是美國一家與漢堡王、麥當(dāng)勞類似的快餐連鎖企業(yè)，隸屬于AFA服務(wù)集團(tuán)，改集團(tuán)擁有3200家餐飲分店。近年來該公司調(diào)整了市場定位，從一般快餐企業(yè)所鐘愛的同時(shí)也十分擁擠的青少年市場轉(zhuǎn)向了成人市場。公司為此還發(fā)動了一次大型的酒店市場營銷活動。整個(gè)活動涉及多種傳播手段，包括30秒的電視廣告、電臺廣告，還有在各分店銷售點(diǎn)大量分發(fā)的印刷品宣傳材料。整個(gè)活動一改過去的“卡通”格調(diào)（適合青少年），表現(xiàn)強(qiáng)烈得“成熟”品位。
    “這次重新的市場定位不是短期的政策變化，而是公司一個(gè)長期發(fā)展方向。”AFA服務(wù)集團(tuán)的營銷總監(jiān)說，“我們的顧客和一些對本公司不太熟悉的人都非常來了新的變化。成年人對口味更加復(fù)雜、更加注重健康的新菜單十分感興趣。”
    重新定位以前，Arby’s的廣告甚調(diào)均為：畫面為幾張產(chǎn)品照組合，畫外音不是歌星Barry White的歌聲，就是喜劇明星Rodney Dangerfield的逗樂。顯然，這種廣告部適于新的市場定位。為打造新形象，公司決定投入6000萬美元（比上一年增加10%)開展一次新的營銷活動。
    Arby’s的新目標(biāo)市場是18~49歲的“重度”快餐消費(fèi)者。“與其他快餐企業(yè)相比，我們的顧客顯得年齡大一些，”營銷總監(jiān)說，“我們認(rèn)為這個(gè)市場存在著巨大的機(jī)會。在這之前，我們已進(jìn)行了深入的、長達(dá)2年的調(diào)查分析。我們對這一分析結(jié)果十分有信心。”
    新的電視廣告鏡頭中，小孩、成人和Arby’s的三明治畫面不斷切換，在配上相應(yīng)的畫外音，突出了孩子、成人的強(qiáng)烈對比。在一組宣傳烤牛肉三明治為主的電視廣告片中，其畫外音為：“隨著年齡的增長，你可能已發(fā)現(xiàn)，油膩并不是調(diào)味品”，“你是不是已厭倦了油膩的兒童食品？”
   為確保在營銷活動中保持正確方向，Arby’s還在1800名消費(fèi)者中進(jìn)行了一次調(diào)查，了解消費(fèi)者對這次重新定位的看法。
   不久，Arby’s收獲了重新定位的碩果，營業(yè)額有了大幅度上升，令以前的對手如漢堡王公司等羨慕不已，甚至也準(zhǔn)備分兵進(jìn)入成人市場。
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.