HVS MC Profile Presentation - March '15 low

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Strategic Invention of Creative Solutions

The hospitality focused, one stop shop for strategic marketing and creative implementation.

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HVS provides a full range of services relating to the

hotel industry:

• Consulting & Valuation Services:

o Feasibility Studies

o Strategic Advice

o Operational Reviews

o Operator Selection and Management Contract Negotiation

o Market Studies

• Executive Search

• Marketing Communications

• Sustainability Services

• Professional Skills Development

Our Services

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HVS Marketing Communications offers conceptualisation and implementation of:

• Strategic Launch/Promotional Marketing and Media Plans

• Brand Architecture, Identities and Manuals

• Advertising and Creative Development Support

• Proactive and Seamless Implementation

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Our Client Palette

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Mansi Bhatnagar, Managing DirectorMansi is a Les Roches, SHA alumni and joined HVS in 2007 as an associateDirector. to launch the Marketing and Communications services. Mansihas over 20 years of international and domestic hospitality operationswhich involves F&B Operations, hotel-openings, sales, marketing, creativeand communications experience. Through her career, she has worked indifferent roles with The Oberoi New Delhi, Radisson New Delhi,InterContinental in Delhi and W in San Francisco.

Gaurav Sharma, Associate Director - CreativeGaurav Sharma has been contributing to his design capacities for the last 6 yrs.Prior to joining HVS MC, Gaurav was a creative freelancer with major eventmanagement and planning agencies like GroupM, Wizcraft, CS Direct. With 8 yrsof experience, Gaurav is also skilled in 2D & 3D creative design and flashanimation.

Yoshita Kumar, Senior Associate

Yoshita joined HVS India post her graduation from VenkateswaraCollege, Delhi University. During her 6 month internship, Yoshitadisplay great foresight and understanding of Marketing and washighly creative in her approach. The newest member of HVS MC,Yoshita, is a great resource.

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Manish Rawat is a Creative Associate at HVS MC and has beencontributing to its design capacities for the last 4 yr. Manish started hiscareer as a freelancer and soon joined Premier Printers as a designer.Prior to joining HVS MC, Manish was with IBH Prints. With 8 yrs ofcreative experience in the Hospitality industry, he also is well versedwith 3D Designing.

Manish Rawat, Sr. Associate - Creative

Shruti Gattani, Senior Associate

Shruti Gattani holds Bachelor’s degree in Fashion Communication andhas a Diploma In Business Management brings about 4 years ofexperience in content (Print and Online), Layout Designing, EditorialShoots, Photo Researching an d brand conceptualization. Havingworked at a number of online portals , she presents a flair for onlinecommunications to our client.

Prachi Tandon, Senior AssociatePrachi was key in building the Marketing Communications strategy for theirflagship property- The Oberoi, Gurgaon. Conscious of continuous self renewal,Prachi has attended seminars and workshops held by leading global andnational institutes namely; a seminar on Marketing, Brand Management &Strategic Sales by Cornell School of Hotel Management and a Social MediaMarketing Workshop organized by Digital Vaidya. She has a Masters in BusinessAdministration in Marketing from Indian Institute of Management Technologyand Bachelors in Business Administration from the International ManagementInstitute.

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Bhuwan Chandra, Creative Analyst

Bhuwan Chandra has 7 years of experience with hospitalitycollaterals having worked with creative agencies like PremierPrinters and Boomerang Graphics as a graphic designer.

Amit Bhulani, Creative Analyst

Pursuing creative designing from Arena Multimedia, Amit is anenthusiastic and youngest member of the team. With great senseof designing and ability to learn faster, he assists the team in theroutine jobs.

Kassandra Pinto, AssociateWith a bachelor’s degree in tourism studies from IGNOU and a postgraduate diploma in hospitality management from the Oberoi Centreof Learning & Development, Kassandra has 8 years of work experiencewith the Oberoi Group. Her last posting was at Trident, Bandra KurlaMumbai where she handled banquet operations.

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Core Strengths

1.Strategic Launch Marketing Communication

2.Strategic and Proactive Promotional Marketing Support

3.Conceptualisation of Brand Identities and Brand World

Rebranding and Repositioning of

Brands

Pri

nt

Ad

ve

rtis

ing In Flight

Magazines

City Guides

Business National Magazines

Leisure/ Lifestyle Magazines O

nli

ne

Ad

ve

rtis

ing TPI websites

Social media sites

New websites

Google Adwords

PPC Marketing

Remarketing

Banner Advertising

SEM initiatives

Dir

ect

Ma

rke

tin

g Electronic Mailers

SMS campaigns

Electronic Newsletters

Str

ate

gic

All

ian

ces Marketing

associations with like positioned non competing brands like Big Bazaar, Pantaloon, Sponsor Associations with National TV Channels

Ou

t O

f H

om

e Radio Campaigns

Billboards

Airport Visibility

Cinema Branding

Launch Events

S&

M S

up

po

rt Presence in trade fairs

Flash Mobs

City Branding

S&M Collateral

Case to Case Property Specific Support

The Media Marketing Tools of HVS MC

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Unique Product Differentiation Is The Key!

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HVS Market Analysis

• What are your Differentiated Touch Points?

• Who are your competitors, target customers, target markets?

• What are the strategic derived marketing talk lines/ concepts that need to be leveraged?

• What are the niche marketing opportunities available in the existing marketing that can be leveraged to your benefit?

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Core Strengths

1.Strategic Launch Marketing Communication and Media Plan




Brands

1. Analysis and study of hotel’s potential positioning in the market reference to that of its competitive set

2. To identify various brand, F&B, MICE, Socials and Room based marketing initiatives that the Brand will need to undertake to drive its positioning and grab the eyeballs of its target market.

3. Analysis of previous marketing initiatives undertaken by the comp. set and their respective creative communications

4. Creation of launch USP based key talk lines and positioning statements for each of the target markets

5. Review of existing graphic brand standards and if required an adaptation of the same to ensure that the visual look of the hotel is in line with its new positioning

6. Creation of launch communications to ensure the same are in line, consistently, with the hotels’ positioning

7. To work with the marketing funds available and create a launch marketing and media plan that best optimizes funds and maximizes penetration to the target market for each of the proposed initiatives

8. The media plan will use print, online, DM, outdoor and onsite marketing mediums to ensure high visibility of each initiative

9. Once approved, to implement the plan proactively by disseminating ensuring that the marketing initiatives proactively and strategically implemented

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Assets: • Holiday Inn Amritsar• Holiday Inn New Delhi International Airport• Holiday Inn Muscat Al Seeb• Holiday Inn Mayur Vihar Noida

Scope of Work: • Operational Collateral• All Pre- Opening & Opening S&M Collaterals• Launch Positioning of the Hotel and Creation of Core Launch Concepts• Launch Marketing Plan Conceptualization and Implementation• Promotional Marketing Creatives and Strategic Support• Brand Transition

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Strategic Launch Marketing Communication and Series of CreativesB

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Assets: • Crowne Plaza New Delhi Rohini• Crowne Plaza Ahmedabad• Crowne Plaza Greater Noida• Crowne Plaza Mayur Vihar Noida

Scope of Work: • Operational Collateral• All Pre- Opening & Opening S&M Collaterals• Launch Positioning of the Hotel and Creation of Core Launch Concepts• Launch Marketing Plan Conceptualization and Implementation• Promotional Marketing Creatives and Strategic Support• Brand Transition

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Assets: • Radisson Blu New Delhi Paschim Vihar• Radisson Blu New Delhi Dwarka• Radisson Blu Amritsar• Radisson Blu Guwahati

Scope of Work: • Operational Collateral• All Pre- Opening & Opening S&M Collaterals• Positioning of the Hotel and Creation of Core Launch Concepts• Launch Marketing Plan Conceptualization and Implementation• Promotional Marketing Creative and Strategic Support

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Assets: • Novotel Mumbai Juhu Beach• Novotel Pune


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Assets: • Premier Inn Whitefield Bengaluru• Premier Inn Shalimar Bagh• Premier Inn Pune Kharadi• Premier Inn Mumbai ( opening soon)• Premier Inn Goa ( opening soon)

Scope of Work: • Corporate Marketing• Internal Communications• Operational Collateral• All Pre- Opening & Opening Collaterals• Positioning and Creation of Core Launch Concepts• Launch Marketing Plan Conceptualization and Implementation• Promotional Marketing Creative and Strategic Support

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Strategic Launch Marketing Communication and Series of Creatives

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Asset: • Oakwood Residence Kapil Hyderabad

Scope of Work: • Operational Collateral• All Pre- Opening & Opening S&M Collaterals• Positioning of the Hotel and Creation of Core Launch Concepts• Launch Marketing Plan Conceptualization and Implementation

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Assets: • Ibis Delhi Airport• Ibis Jaipur• Ibis Navi Mumbai• Ibis Nasik• Ibis Bangalore Techpark• Ibis Hosur• Ibis Mumbai Airport

Scope of Work: • Operational Collateral• All Pre- Opening & Opening S&M Collaterals• Positioning of the Hotel and Creation of Core Launch Concepts• Launch Marketing Plan Conceptualization and Implementation• Promotional Marketing Creative and Strategic Support• Brand Transition

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Ibis Electronic Marketing: Viral &TV Vignette

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Assets • Ramada Alleppey


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Assets • The Gateway OMR, Chennai

Scope of Work: • Operational Collateral• All Pre- Opening & Opening S&M Collaterals• Positioning of the Hotel and Creation of Core Launch Concepts• Launch Marketing Plan Conceptualization and Implementation

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Assets • Sheraton Bangalore

Scope of Work: • Brand Standard Audit of Existing ITC Sheraton Hotels• Positioning of the Brand in India and Recommendation of Branding

Sheraton in India• Launch Marketing Plan Conceptualization and Implementation

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Assets:

• Peppermint Gurgaon

• Peppermint Jaipur

• Peppermint Jodhpur

• Peppermint West Gurgaon

• Madhuban by Peppermint

Scope of Work:

• Operational Collateral

• Strategic Launch Marketing, Talk Lines & Creatives

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Conceptualisation & Proactive Implementation of Marketing Media Plans (Launch)

Final Consolidated Generic Launch Marketing Sample.xls

Final Consolidated Generic Launch Marketing Sample.xls

../../Final Consolidated Generic Launch Marketing Sample.xls

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Core Strengths





Brands

1. To work with the hotel team and create a promotional marketing plan that caters to the hotels need areas and addresses the niche opportunities available in the market.

2. Once approved, HVS MC proactively implements the marketing plan to ensure all creative required are ready a minimum of 45 days prior to the promotion.

1. To create creatives for each of the marketing initiatives ensuring focus on visuals that create/ increase visibility, driving footfalls and revenues

2. To ensure each creative promotes the hotel and in the most optimum manner

3. To build in ROI measures in each creative to ensure participating properties can benefit from the same.

4. To ensure each creative communicates the USP’s of the brand and are brand compliant

5. Review of current communications to ensure the same are in line, consistently, with the hotel talk lines.

6. The approved brand templates, verbiology, images, formats are approved, HVS MC will start using the same to deliver the promotional requirements of existing hotels

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PromotionFocus- High (H),

Medium (M), Ongoing (O

Department TimelinesDuration (days)

DetailsRevenue Expected

Marketing Spend

Marketing Media Target Clientelle Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12

Valentines Day M14th

February1 1 day event, lunch only 4247 0 EDM;PS

Local & Corp

ICC World Cup M19th Feb-2nd April

72two slots- 9:30 am and

3:00pm- focus on weekends

54000 #REF! DM;EDM;NI;TC;PS;CRMLocal & Corp

IPL H April- May

201143 Evening matches only #REF!

RM,DM, EDM, TC,NI,PS,ST,CRM,GA,SA Local & Corp

Seafood Nights M12th Feb-28th Feb

16 Dinner Buffet #REF!DM;EDM;ST;NI;TC;PS;CRM

;SA Local & Corp

Sunday Brunch H OngoingFamily Brunch with unlimited alcohol

81000 #REF!RM,DM, EDM,

TC,NI,PS,ST,CRM,GA;SA Local & Corp

Catering 0 Ongoing Promotional Marketing #REF! DM,EDM,TC,CRM,PS,ST Corp

Happy Hours O Ongoing 150 Discount UPTO 50% #REF! DM,EDM,TC,CRM,PS,STCorp

Asian Fare MMarch

Weekends12 Dinner Buffet 3150 16000

DM;EDM;ST:NI;TC;PS;CRM;SA Local & Corp

Punjabi Food Festival H April 30 Dinner Buffet 15750 #REF!DM, EDM,


Beer Bucket O May & June 60 Special Menu #REF! DM,NI,EDM,TC,PS,CRMLocal & Corp

Mango Mania O May & June 6012noon - midnight- spl.

Menu7500 DM,NI,EDM,TC,PS,CRM,

Local & Corp

Mediterranean Fest M16th June-30th June

14 Dinner Buffet 16000DM;EDM;ST;NI;TC;PS;CRM

;SA Local & Corp

Hot Dog Bar OJuly- Wed &

Thursday6 Lunch / Dinner ?? 7500 DM,NI,EDM,TC,PS,CRM,

Local & Corp

Steamers & Mocktails

M August 31 Special Menu 5324 16000DM;EDM;ST;NI;TC;PS;CRM

;SA Local & Corp

States of India H1st August-31th August

31Themed Dinner and

buffet23250 123500

RM,DM, EDM, TC,NI,PS,ST,CRM,GA;SA

Local & Corp

Food & Wine Pairing O September 30 Special Menu 7500 DM,NI,EDM,TC,PS,CRM,Local & Corp

South Indian Food H September 15 Dinner Buffet 3937 23500DM, EDM,


Grand Prix M October 30 16000DM;EDM;ST;NI;TC;PS;CRM

;SA Local & Corp

Navratra O October 30Thali Dinner and Lunch

Concept7500 DM,NI,EDM,TC,PS,CRM,

Local

Biryani & Kebabs H1st Nov.-30th Nov.

14 Special menu 22500 #REF!DM, EDM,


Malts & More O November 30Single Malts- ladies

Night7500 DM,NI,EDM,TC,PS,CRM,

Local & Corp

Mexican Promotion H December 31Unlimited special menu

offer23500

DM;EDM;ST:NI;TC;PS;CRMLocal & Corp

Christmas H22nd Dec-28th Dec

6combined festive offer 20000 123500

RM,DM, EDM, TC,NI,PS,ST,CRM,GA

Local & Corp

New Years H31st Dec-

1st Jan2

Local & CorpTOTAL 433158 #REF!

Conceptualisation & Proactive Implementation of Promotional Marketing Plan

../../Final Consolidated Generic Launch Marketing Sample.xls

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Strategic F&B Promotional Marketing Creatives

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Core Strengths





Brands

1. To conceptualise and create brand identities and brand worlds that best represents the brand and cater to existing niche opportunities in the respective market.

2. To strengthen the brand recall of the brand with the look and feel of the brand communications thereafter

3. The ensure that the brand identity and brand world are followed and maintained consistently throughout all communications

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Creation of Identities and Required Collaterals

• We understand your thought process, development plans and mindset by sharing with you an introspection survey that enables us to understand the vision, mission and goal

• We recommend brand architecture to support the results of this introspection survey

• We create visual identities for your corporate company, its brand extensions and its food and beverage offerings

• We conceptualize and document the required nomenclature to ensure consistently in use of the various identities we create

• We document the entire exercise in a brand manual that will enable consistent use and create brand recall.

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Menu Conceptualisation

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Menu Conceptualisation

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Core Strengths





Brands

1. HVS MC submits an introspection survey to be filled by the client that covers questions to help enable HVS under the desired and perceived positioning of the brand the client has in mind.

2. To conceptualise and create a new brand positioning post strategic analysis of the market

3. To ensure that the brand recall it has managed to create so far is taken into consideration while doing the same and that thenew positioning only strengthens it further

4. The ensure that the brand identity and brand world are followed and maintained consistently throughout all communications

5. To conceptualize & implement the Brand Re-Positioning Marketing & Media Plan

6. To conceptualize the re-positioning creatives for the Brand and Brand Templates

7. Proactive Brand Re-Positioning Implementation Support of the Marketing & Media Plan

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Why Choose HVS MC to Re-Position Your Brand

Brand Introspection

Research Based Analysis of the Market, Target Customer and Competition

Strategic Conceptualisation of Effective & Impactful Brand Positioning & Talk Lines

Conceptualisation of Brand Creative Templates and S&M Brand Marketing

Templates

On-going Implementation of Promotional Marketing Initiatives with a Focus on Brand

Consistency

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Brand Re-Positioning Marketing Assignment Methodology

1. Strategic Re-Positioning and Analysis & Strategy

HVS MC will study the market, competitive set and the hotel to create

new strategic positioning talk lines/ positioning

statements for the brand that establishes the brand as a differentiated brand

in the its market and competitive set.

HVS will ensure that all -S&M collaterals,

epitomize the positioning of the product and are in sync with the required

positioning of the brand

2. Conceptualization & Implementation of a Brand Re-Positioning Marketing &

Media Plan

To identify various brand, F&B, MICE,

Socials and Room based marketing initiatives

that the Brand will need to undertake to drive its positioning and grab the

eyeballs of its target market.

To work with the marketing funds

available and create a re-positioning

marketing and media plan that best optimizes

funds and maximizes penetration to the target

market for each of the proposed initiatives

The media plan will use print, online, DM,

outdoor and onsite marketing mediums to ensure high visibility of

each initiative

Once approved, to implement the plan

proactively by disseminating ensuring

that the marketing initiatives proactively

and strategically implemented

3. Conceptualization of Re-Positioning Creatives for the Brand and Brand Templates

To create creative templates for the

Brands that ensure focus on the new

brand positioning, increase recall, drive

footfalls and provide a consistent means of communications for

the brand

To ensure each creative promotes the hotel and in the most

optimum manner

To build in ROI measures in each creative to ensure

participating properties can benefit

from the same.

To ensure each creative

communicates the USP’s of the brand and

are brand compliant

4. Proactive Brand Re-Positioning Implementation

Support

Proactive and seamless

dissemination of the all the repositioning marketing initiatives

with required creatives mandated

on the re-positioning marketing media plan

Consistent monitoring of all re-positioning

marketing initiatives to ensure that the

same maximize the positioning of the hotel and ensure maximization of marketing spend

To review all S&M initiatives consistently

to ensure that these tools are consistent

with the positioning of the hotel

Work with corporate team to ensure

consistent, systematic and proactive

dissemination of the identified marketing

initiatives

Ongoing Strategic & Creative Promotional Marketing

Support for Individual Hotel Requirements

Whilst HVS MC works on the re-positioning of the Brand, HVS MC

will support the promotional/ tactical

marketing requirements of the

Brands’ existing hotels

As and when certain brand templates,

verbiology, images, formats are approved,

HVS MC will start using the same to

deliver the promotional

requirements of existing hotels

Gradually over time, the individual hotels marketing initiatives

will migrate to the new brand look and

feel

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Asset:

• The Grand New Delhi

Scope of Work: • Repositioning and Creating Recall Anew• Corporate Communications & Advertising

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Series of Repositioning CreativesB

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Asset:

• The Suryaa New Delhi

Scope of Work: • Repositioning and Creating Recall Anew• Corporate Communications & Advertising

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Newsletters/E-Brochure/Default.html

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Asset: • Crowne Plaza Mayur Vihar Noida

Scope of Work: • Launch Marketing Media Plans• Pre- Launch & Launch Creatives• Brand Transition

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Asset:

• 7 F&B outlet brands of Fortune Hotels - India

Scope of Work: • Repositioning and Creating Recall Anew• Creative Templates

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New Brand Positioning Creative

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Brand Communication Tactical Communication

Brand Adverts and their Tactical Template Samples

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Brand Communication

Tactical CommunicationBrand Communication

Tactical Communication


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Corporate Clients

F&B Promotional Marketing

Corporate Communications & Advertising

Concept Design & Artwork

Alliance Marketing

Sales & Marketing Collaterals

Food & Beverage Marketing

Brochures/ Mailers

Outdoor Advertising

In- House/ Hotel Operational Collateral

Direct Marketing/ Mailers

CRM – Loyalty Program

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Accor Corporate MICE Brochure

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Accor Corporate Sales Brochure

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Advertisements/ Creatives

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Advertisements/ Creatives

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Exhibitions and Event Backdrops

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Sample Brochure For Emporio

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SEO Keywords

In Association With: Online Marketing

mailto:[email protected]

../../../Updated Presentations/Newsletters/HIA - Rack brochure newsletter/Default.html


http://www.facebook.com/RadissonBluAmritsar?fref=ts

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• Creation and maintenance of accounts on various social media networks

• Viral content creation

• Articles and wall posting

• Sending friend requests, Increasing followers/likers

• Mobile friendly website creation (WAP sites)

• Email marketing

• SMS marketing

• Micro sites and landing page creation

• Banner Ads on various sites and on Google content network

• Paid ads on Google and other search engines

• Paid ads on various social media networks

• Pay per click marketing

• Cost per Impressions Model

In Association With:

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Promotional SMM Support

http://www.facebook.com/cprohini?fref=ts

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http://www.facebook.com/RadissonBluAmritsar?fref=ts

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http://www.facebook.com/novotelmumbai?fref=ts

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http://www.facebook.com/novotelmumbai?fref=ts

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http://www.facebook.com/PremierInnIndia

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Online Marketing Support

http://www.facebook.com/PremierInnIndia

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For 30 years HVS Has Worked Only With Competing Hospitality Brands

Globally

• In the past 13 yrs, HVS India has handled 80% of the worlds hospitality brands and has a reputation of being

impartial, accurate and ethical

• HVS has successfully protected information proprietary in all sensitive strategic assignments

• HVS MC ensures all our experience and knowledge translates into unique positioning and marketing for each

individual client

• Should it allay any concerns, HVS MC will delegate an exclusive resource to handle your account

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Marketing Alliances & Event Management - Lifestyle Marketing!

• Well networked with existing luxury retail brands

• Experienced in event management, from fashion shows to theatric events

• Well networked with a range of non competing, like minded products to create opportunities for synergy

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Contact UsMansi Bhatnagar

Managing Director - HVS Marketing Communications

[email protected] OR +91 98112 10293


Documents

HVS MC Profile Presentation - March '15 low