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This sample marketing plan was created with Marketing Plan Pro software.

The Enchanted Vineyard Bed & Breakfast has a three-pronged strategy:

  1. Association membership and advertising: A large number of visitors will look to regional B&B associations for information about the different B&B's in the area.  Most associations publish a guide to the local B&B's and The Enchanted Vineyard Bed & Breakfast wants to be in this guide.  One of the other perks of membership is visibility on the associations website with a link to ours.   Additionally, we will be a member of the Chamber of Commerce because people typically inquire with the local Chamber when planning a vacation.

  2. Website: The Enchanted Vineyard Bed & Breakfast will have a full-service website that allows the visitor to view the B&B, read details about what it has to offer, provide information on regional activities, even allow the visitor to book a reservation.  With the growing use of the Internet, the Web has become an indispensable tool people have for planning vacation to areas that are not close enough to check out in person.

  3. Strategic relationship with the University of Oregon: The Enchanted Vineyard Bed & Breakfast will develop a partnership with the university so when the school is in need of finding rooms for guests they will use The Enchanted Vineyard Bed & Breakfast.  We will also be advertising with the university so when students are searching for places for their parents to stay, they will come across The Enchanted Vineyard Bed & Breakfast in school-related publications and feel more comfortable with booking a reservation sight unseen because of the trust bond they have formed with the university.


The mission of The Enchanted Vineyard Bed & Breakfast is to provide the finest B&B experience.  We exist to attract and maintain customers.  When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers.

Marketing Objectives

  1. Maintain positive, steady growth each quarter.
  2. Experience a growth in new customers who are turned into long-term customers.
  3. Realize an increase in occupancy each subsequent year.

Financial Objectives

  1. A double digit growth rate for each future year.
  2. Reduce the variable costs per guest.
  3. Continue to decrease the fixed costs.

Target Marketing

Our customers can be broadly divided into three groups (please note that it is possible to divide the customers into much smaller groups, but we have chosen not to):

  1. Weekend getaway customers: These people are from the region and are looking to get away so they come to The Enchanted Vineyard Bed & Breakfast to be pampered and escape.

  2. Travelers: These people are passing through Eugene and prefer to stay in a B&B instead of a hotel/motel.

  3. University of Oregon travelers: The university brings a large number of people through Eugene and The Enchanted Vineyard Bed & Breakfast believes that a good portion of their business will be from the university.  Occassions include parents weekend, orientation, parents visiting, and graduation.  Lastly, the university will often set up rooms for administrative visitors.


The Enchanted Vineyard Bed & Breakfast will position itself as an upscale B&B with a gorgeous facility and unmatched customer attention. 

The Enchanted Vineyard Bed & Breakfast will leverage their competitive edge:

Attention to Personalized Service
While anyone at a B&B should reasonably expect good service, there are ways of setting yourself apart from this already high level of service.  This will be done through the unrelenting pursuit of personal attention.  In the Eugene area there are several larger (more than six room) B&B's that offer outstanding service, but it is not personal.  What is meant by that is that the service is provided by employees, not the owner.  At The Enchanted Vineyard Bed & Breakfast all interactions with the customer will be with Missy or John who see it as their duty to do whatever it takes to make the customer feel at home.  The feeling of personal attention, or more accurately defined as a sense of personal concern, not just mere personal attention, really adds a very positive dimension to the B&B experience.  Not only will the Stewarts be offering personal concern, but they will be providing the concern, not some employee.

Uniqueness and Beauty of the Facility
The Enchanted Vineyard Bed & Breakfast will be housed in the Stewart's home.  The Stewart's will be renovating their farm house to accommodate their new guests. They will be building two more bedrooms with private baths, building a patio, and enlarging the common area.  One unique aspect of The Enchanted Vineyard Bed & Breakfast is the setting within the Lorane Valley region, known for its outstanding wine production, housing both vineyards and wineries.  To compliment this setting, The Enchanted Vineyard Bed & Breakfast will have a large outside patio allowing guests to spend time relaxing outside with a nice view of the valley.  The guests also have the option to wander through The Enchanted Vineyard Bed & Breakfast's own vineyard.  Each room in the B&B is 65% glass, overlooking the hill side and vineyard.  Basically there is not a room in the house that doesn't have a breathtaking view.

Strategy Pyramids

The single objective is to position The Enchanted Vineyard Bed & Breakfast as the upscale B&B located in Eugene, reaching generally full occupancy within the first three years.  The marketing strategy will seek to first create customer awareness regarding the services offered, develop that customer base, and work building customer loyalty and strategic relationships with the university.

The message that The Enchanted Vineyard Bed & Breakfast will seek to communicate is that The Enchanted Vineyard is the premier B&B in the Eugene area with the finest facilities.  The message will be communicated through a variety of methods.  The first will be advertising in the B&B association newsletter.  The next method will be a robust website with a comprehensive amount of information.  The last method will be developing strategic relationships with the university.  While this will require a budget for assorted activities, these activities are basically networking activities, taking people out to lunch and schmoozing.

Marketing Mix

The Enchanted Vineyard Bed & Breakfast's marketing mix is comprised of the following approach to pricing, distribution, advertising and promotion, and customer service.

  • Pricing: The pricing scheme is based on a room rate.  The rate is arrived at in terms of by its market value.

  • Distribution: All services will be provided at the B&B.

  • Advertising and Promotion: The most successful traditional advertising will be with the B&B association.  Developing strategic alliances with the university is a non-traditional method of marketing, but it will be quite efficient.  The website will also be used in marketing activities.

  • Customer Service: Obsessive customer attention is the mantra.  The Enchanted Vineyard's philosophy is what ever needs to be done to make the customer happy must occur, even at the expense of short-term profits.  In the long run, this investment will pay off with fierce customer loyalty.

Marketing Research

During the initial phases of the marketing plan development, several focus groups were held to gain insight into a variety of B&B patrons.  These focus groups provided useful information into the decision making processes of consumers.

An additional source of dynamic market research is a feedback mechanism based on a suggestion card system.  The suggestion card has several statements that patrons are asked to rate in terms of a given scale.  There are also several open ended questions that allow the customer to freely offer constructive criticism or praise.  The Enchanted Vineyard will work hard to implement reasonable suggestions in order to improve their services as well as show their committment to the customer that their suggestions are valued.

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