1. André Gribi / BG-Sofia, 1st October 2009 Increasing profit under crisis circumstances

2. Marketing strategies - Necessary framework for implementation About Kohl & Partner Independent and internationally operating consulting company specialized in the hotel and tourism industry Leading tourism consulting company in Austria with more than 25 years of experience Eight offices in six countries (Villach, Vienna, Munich, Stuttgart, South Tyrol, Sofia, Bucharest and Budapest) International team of 45 tourism experts

3. Marketing strategies - Necessary framework for implementation André Gribi Managing Partner, Kohl & Partner Sofia Basic accounting and finance education in Switzerland. Founder of his own consulting company in Switzerland (1986 – today). 12 years exclusive experience in the hospitality industry. Owner of Swiss Tourism Management EOOD – Sofia and Kohl & Partner Sofia EOOD – Sofia, Owner of restaurant ‘Chalet Suisse’ - Sofia. Specialized knowledge:  Project Management  Hotel Management  Marketing and Sales  Mergers and acquisitions in the hotel business

4. Marketing strategies - Necessary framework for implementation Core business areas Hospitality Industry Destination Development Tourism Infrastructure Feasibility Studies Hotel Valuations Operator Selection Strategic Concept Development Technical Service Agreements Destination Audits Tourism Master Plans Destination Assistance Programs Hotel Master Plans Development of organizational structures Aqua Parks/Thermal Spas Conference Centers Golf Courses Ropeways/Cable Cars Tourism Attractions/ Sights

5. Marketing strategies - Necessary framework for implementation Profit booster...... but which is the right leverage ? Occupancy ? Price ? Costs ?

6. Marketing strategies - Necessary framework for implementation How to proceed ? What is important ? MORE PROFIT Revenue benchmarks Consequences of changes in price and occupancy rates Cost benchmarks Consequences of changes in costs

7. Marketing strategies - Necessary framework for implementation Price as Cash-Flow-booster no. 1

8. Marketing strategies - Necessary framework for implementation Price duming comes to a negative price spirale Price as Cash-Flow-booster no. 1

9. Marketing strategies - Necessary framework for implementation Type 01 – Being special and outstanding ensures more independence in terms of price Specialized „entrepreneur“ achieve much higher occupancy and price rates than the others

10. Marketing strategies - Necessary framework for implementation Don‘t forget ! Blogs Facebook Google Add Restaurant guides Guest relations (in many countries „guest relations manager“ is a job) E-Mail E-Marketing (monthly newsletter) Wanted are „cheap and effective“ marketing activities which are guarantee for success. YOU HAVE THEM !

11. Marketing strategies - Necessary framework for implementation Idea 1 – Collecting e-mail adresses and updating the clients with a monthly e-newsletter 1000 addresses In 3 months 1000 addresses In 3 months 80% of the guests give you the information Also try to get birthday dates!

12. Marketing strategies - Necessary framework for implementation The users of Facebook are getting older If more people are active it is getting more interesting Don‘t send too many information. Make sure that the information is useful! Upload pictures and movies Example of Chalet Suisse http://www.facebook.com/groups.php?ref=sb#/group.php ?gid=69984091102 Idea 2 – Use Facebook and communicate with your clients

13. Marketing strategies - Necessary framework for implementation Idea 3 – Use Google ad to find your guests or attract your Facebook group

14. Marketing strategies - Necessary framework for implementation Collect e-mail and name/birthday information Invite your guests 2 weeks before their name day / birthday Send them a gift voucher Everybody likes the attention! Idea 4 – Gift voucher

15. Marketing strategies - Necessary framework for implementation How to proceed ? What is important ? MORE PROFIT Revenue benchmarks Consequences of changes in price and occupancy rates Cost benchmarks Consequences of changes in costs

16. Marketing strategies - Necessary framework for implementation Costs + 16 % Prices + 7 %

17. Marketing strategies - Necessary framework for implementation Check your purchases! Boost the sales of products with high margin!

18. Marketing strategies - Necessary framework for implementation The importance of staff and staff costs!

19. Marketing strategies - Necessary framework for implementation Conclusion – 1. Stick to your price Price dumping is not helpful !

20. Marketing strategies - Necessary framework for implementation Conclusion – 2. Active sales Action instead of reaction! „How long do I have to wait to get reply to my request?“

21. Or just make more turnover Thank you! www.kohl.bg

22. Marketing strategies - Necessary framework for implementation Kohl & Partner Sofia EOOD 31-33, Stara Planina Str. BG-1527 Sofia T +359 2 943 99 90 F +359 2 943 05 15 E info@kohl.bg H www.kohl.bg SOFIA - VIENNA VILLACH SOUTH TYROL MUNICH STUTTGART BUCHAREST BUDAPEST