Visibilia ex invisibilibus

“ THE VISIONARY LEADERSHIP PROGRAMME “

MARKETING PROJECT

“ IL BOTTACCIO di MANTIGNOSA “

MARKETING BRIEF

What is the define of the company?

What is the products and services offers by Il Bottaccio?

What is the place of the competition?

What is the describe of the customers/clients?

Any habits in consumption, what are potentially identified customers,

what trend can be noticed?

What is the target area?

What are the events and activities in high season and low season Il

Bottaccio?

What type of communication does the company use?

What is the aim of the project?

What is the define of the company?

IL BOTACCIO serves as an elegant boutique hotel in Massa,Tuscany since 1983 and

a superb restaurant created around a seventeenth century water-powered olive mill

transformed into an oasis of refinement and serenity.

What is the products and services offers by Il Bottaccio?

Rooms; The hotel has eight apartments- sized suites and it divides three main style as

Royal Suite, Junior Suite and apartment. Each suties is different in its ambiance and

mood and the eight apartments have different personalities and names.

Restaurant; The hotel serves to the client as restaurant in two main places as called

SALA DIANA and SALA PISCINA.Also, the hotel offers 3-day and 5 day courses to

cooking enthusiasts of all levels throughout the year. Small classes, with a maximum

of eight participants and each day at the cooking school focuses on a few different

aspects of Italian cuisine.

Otzium SPA;The hotel will be opening Bottaccio SPA OTZIUM in Christmas 2010.

Events; wine tasting, cultural events, effervescent party

Special Offers; Christmas Special Offer and New Year’s Eve Special Offer

Also it includes twenty-four hours room and bar service, alarm clock, wifi connection,

Pets allowed, safe deposit box, babysitting, parking and meeting/banquet facilities.

What is the place of the competition?

The fact that the competitors in the same area are closer to the seaside plays a major

role in the means of affecting the demand to IL BOTTACCIO.

What is the describe of the customers/clients?

Mostly Italian clients prefer to Il Bottaccıo. Also, it has clients from other countries

such as USA, France, UK, Switzerland, Germany, Spain, North Countries,Holland,

Canada, Brazil ( new antry for the market and Il Bottaccio uses travel agencies and

R&CRESERVATION OFFICE to enter this market ), Romania ( new entry ), Russia

( they prefer Il Bottaccio mostly for the dinner and they want to stay close to the

Beach In Forte Dei Marmi ), Israel, Argentina, Columbia, India ( there is a new

cultural project by the state about providing relationship between India and Toscana

as called ‘ Toscana Promozione a Project for 2012’ and Il Bottaccio includes in this

project ). The age range of the clients of Il Bottaccio has between 28 and 70 years old.

The rate of the come back of the clients to the Il Bottaccio is 20-30 percent. And the

time of frequency is two years.

Any habits in consumption, what are potentially identified customers,

what trend can be noticed?

The businessman who comes to the hotel stay for one or two days. On the other hand,

newly married clients stay three days- one week for the honeymoon, for relax three days-

one week, for explore place of the Toscana and Italy three days-one week and for love

affairs stay for one night stay.

What is the target area?

The main target area of Il Bottaccio is the beach of the Forte Dei Marmi, Massa, La

Spezia, Viareggio, Lucca, Pisa, Firenze, Parma, Modena, Pietrasanta, Sarzana,

Carrara. Firstly, they want to focus on these places to get more clients.

What are the events and activities in high season and low season Il

Bottaccio?

Also, Il Bottaccio offers special events to the potential clients. They seperate these

events performing as in high season and low season.

High Season Events;

Gourmet Evening (Argentina, Mexico, Corea , Japan, Etc. )

SPA

Beach

Explore Surroundings

Puccini Festival ( http://www.puccinifestival.it/ ) ( World Famous )

Business Meetings

Low season Events;

Cooking School Lessons

Bottaccio experience (Visit Tour To all our suppliers )

Gourmet Evenings OURMET EVENINGS (Wine Degustation, Champagne

Degiustation )

SPA

Special Offers and Prices, Packages

Business Meetings

What type of communication does the company use?

Il Bottaccio provides their clients mostly from the internet connections and most

significant amount of the clients getting from ( % 80 of the clients )

RELAIS&CHATEAUX GUIDE website.

Website ( Google, New Key Words )

Travel Agencies 8 Contract for rate of % 8 – 10 )

Tour Operators ( % 13- 20 )

GDS ( Amadeus, Galileo – Software used by the T.O. to book flights and hotels )

IDS ( BOOKING.COM, Expedia, Lastminute, Atrapalo ( Spain ), Venere, Escapio )

German ), HRS, HOTEL.DE

GDS AND IDS CONECTION BY SYNXIS ( WWW.SYNXIS.COM )

Special Packages ( See their website )

International online magazine, Luxury travel magazine, Johansen ( In Prcess )

RELAIS&CHATEAUX GUIDE 80% ( R&C WEBSITE --

WWW.RELAISCHATEAUX.COM ) Bottaccio is Part of R&C since 1988.

THE HALL GROUP ( BOTTACCIO LONDON, MILAN, ROME, ESE )

What is the aim of the project?

IL BOTTACCIO does not use the communication tools in an effective way, they use

them in an ordinary way which does not reflects the characteristics of the business

they have. We think that using and designing this simple communication tools in a

different way which reflects what is unique about the business will help them to attract

the right group.