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This paper was presented by Cliff Leibbrandt at a convention in 1998.
 
 DEVELOPING A PERSONALISED RANGE OF AMENITIES
When designing your own personalised range of amenities the question that you must ask yourself before embarking on a personalised action is, will this sell more rooms or does my hotel justify personalisation i.e. number of rooms, star grading, cash flow etc.
 
 MOTIVATION:
Negatives
1. The major negative for a personalised range is the minimum units required to be produced to obtain a cost effective programme. Thus, the hotel requires under normal trading conditions a minimum of 50 rooms.
2. The origination costs in setting up which is a once-off charge, however, is very seldom amortised back into the product range.
3. When re-ordering, your logo might have changed - this means more costs.
4. Storage space
5. There always seems to be an imbalance at the end of a programme, thus the hotel has i.e. sewing  kits left or body lotion etc. etc.  This tends to mess up the quantitites for the next delivery.
6. Major cash flow concerns, in that the hotel is outlaying cash for many months' stock in most cases.
7. Re-ordering needs to be planned well in advance as the leadtime on a repeat range is usually 6-8 weeks.  After having so much stock, this item is forgotten.  Then the hotel's range is very disjointed for a period of time.
8. The manager or owner leaves or sells the premises to new owners.

**** THE NEGATIVES FAR OUTWEIGH THE POSITIVES, UNLESS THE HOTEL HAS THE ROOMS OR LOTS OF MONEY.

Positives
1. The image of the hotel can be portrayed through the use of a well designed programme
2. Branded goods give the guest an impression of professionalism. It creates an image of perceived value i.e. look what this hotel does for us.
3. Recall factor, for the hotel's branded name is created.
4. If a guest does take the amenities home, it usually ends up in the second bathroom.  This creates advertising of some sort.

 
 STEP BY STEP GUIDANCE IN CREATING 
 A SUCCESSFUL AMENITY RANGE.
1. IDENTIFYING THE RANGE TO BE USED
The range below suggests a normal or standard range.

  • Shampoo
  • Foam Bath
  • Body Lotion
  • Conditioner
  • Soap boxed 25gm
  • Soap boxed 50gm
  • Pleat-wrapped 25 gm
  • Pleat-wrapped 50gm
  • Shower Cap
  • Sewing Kit
  • Vanity Kit
  • Sani Bag
The following items are substituted or added depending on budget, location, grading etc.
  • Sun Screen SPF 6
  • After Sun Cream
  • Moisturiser
  • Insect Repellent
The items below can be used for business hotels:
  • Shoe Shine Sponge
  • Shoe Shine Buff
  • After Shave
  • Cologne
A specific toiletry item can be produced. Ideas shoud be submitted for comments before commitment.

2. CORRECT PACKAGING TO SUIT THE HOTEL LOGO
Bottles:  From the range of samples available, choose a bottle shape that will suit your logo i.e. round logos with round bottles, tall logos with thin long bottles.
Do a bottle and logo example on the on-line facility.(click)

Cartons:  From the range of samples / drawings available, choose the shape of cartons, soaps, shower caps, sewing kits etc.  Contact us to assist you (click) to contact person Cornelia Vas-Dias

3. IDENTIFYING THE QUANTITY OF PRODUCT REQUIRED PER MONTH:
This depends on:

  • Number of rooms
  • Occupancy
Click here to make use of our in-house usage programme.

4. MINIMUM QUANTITIES FOR PERSONALISATION:

  • Bottled products bottles 5000 / item
  • Bottled products bottles 2500 / item
  • Soaps - pleatwrapped labels 5000 / item
  • Soaps - boxed printed litho 10000 / item
  • Shower Cap in carton printed litho 10000 / item
  • Sewing kit in cartons printed litho 10000 / item
  • Shower cap in plastic dish labels 5000 / item
  • Sewing kit in plastic dish labels 5000 / item
  • Shoe Shine kit in disk labels 5000 / item
  • All the above printed disks   2500 / item
5. ORIGINATION FOR PERSONALISATION:
  • Products labelled
  • Print process - flexo or litho
  • R250.00 per colour per product
Note:  Each new product add one origination ie. shampoo, foam bath, body lotion, two colours.

Thus:                     Shampoo  2 originations
Foam bath              1 origination ( one colour is done already with shampoo )
Body lotion             1 origination ( one colour is done with shampoo )
Thus: 4 x 250.00 = R1000.00

6. PRODUCTS PRINTED:
Print process pad print R200.00 per colour per variant e.g. as per labels

7. PRODUCT - CARTONS
Print process - lithographic R200.00 per colour per variant e.g. as per labels

ORIGINATION IS PAID WITH ORDER AS NO MARK-UP IS LEVIED ON THIS.

8. CONCLUSION
It is impossible to document all relevant items for an amenity range to be successful.  The basic concept is do not rush. Allow between 6-8 weeks for production. Do not go ahead until you are clear on exactly what you would like to achieve.

WE LOOK FORWARD TO BEING OF ASSISTANCE TO YOU.

If you do not wish to go ahead with personalising your accessories Click Here to view our Off The Shelf Ranges.
To register for our on-line design program Click Here.