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Capella Vision Hotel
Marketing Planfor a future development
in Cochin, India
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Objectives Reason of choosing India for Capella
Hotels & Resorts Market research & segmentation
Strategies & objectives Implementing & budgeting the property
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Reasons for choosing India Capella
Ultra luxury brand Continue to grow
Cochin, State of Kerala Top three tourist destination
by WTTC(Vijayan, 2009)
Commercial & industrialcapital of Kerala
Brand + Location = A symbiotic relationship
http://www.wordtravels.com/images/map/India_map.jpg
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Situational Analysis - SWOT• Facilities
• History• Location• Service type
• Spa• Competition• New Trends• Taxation
• Distribution Channels
• Population size• Culture
• Supply• Labour • Brand Loyalty
Strengths
Opportu-nities
ThreatsWeak-ness
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Market Research Entering Indian Market
Good market knowledge Tax incentive Barrier
Competitior: Taj Groups of Hotels Local hotel group Luxury services Hotel Taj Malabar, Cochin The Gateway Hotel Marine Drive (Ernakulam)
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Market Segmentation Travelling Purposes of total demand Occupancy Level Gender Inbound Tourism Markets Domestic Tourism Purposes
(India Tourism Research, 2008)
Adapted from India Tourism Research. (2008). Retrieved August 31, 2009 from http://tourism.gov.in/statistics/ITS2006.pdf
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Selection of Target Market Demographic
Baby Boomers Generation X
Geographic Domestic Inbound
Purpose Business(Business Week, 2005 & WTTC, 2006)
http://monadarling.com/lifestyle/images/stories/babyboomers.jpg
http://www.ecenglish.com/files/blogs/business%20people_000001227086Small.jpg
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Marketing strategy, positioning & mix
Attract the wealthiest sectors of the national and international markets
Positioning – Differentiation Marketing Mix
Travel agencies offering luxury travel Brochures at golf courses, yacht clubs Viral marketing
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Marketing Objectives Launch by the end of 2010. Achieve the top 2% of business travelers
in Cochin within 3 years of opening. Measure customer awareness and
satisfaction, together with employee performance, benchmarking success against Capella’s other hotels.
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Main target market activities
Baby Boomers: „AARP“ & „The Economic Times“
Generation X: „Sports Car Digest“ & „Business Standard“
Local & General: www.linkedIn.com www.hello-cochin.com Opening Day 10th October 2010
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Marketing BudgetMarketing Budget
Allocated budget 2010 2011 2012 $ 163.758,20 $ 378.969,51 $ 307.329,30
Salaries Quantity Per year Increase in 2010Marketing Manager $ 7.500,00 $ 7.500,00 $ 7.500,00 1 $ 7.500,00 Marketing Assistant $ 8.400,00 $ 8.400,00 $ 8.400,00 2 $ 4.200,00 Marketing Management Trainee $ 3.500,00 $ 3.500,00 $ 3.500,00 1 $ 3.500,00 Administration costs $ 1.900,00 $ 1.900,00 $ 1.900,00 1 $ 1.900,00 Target magazines $ 126.000,00 $ 84.000,00 $ 84.000,00 4 $ 21.000,00 50%Target newspapers $ 110.200,00 $ 76.000,00 $ 76.000,00 4 $ 19.000,00 45%Hotel brochures $ 13.320,00 $ 9.000,00 $ 9.000,00 2 $ 4.500,00 48%Special eventsOpening day $ 52.000,00 Others throughout the year $ 16.000,00 $ 17.500,00
Left for other promotions $ - $ 13.607,71 $ 99.529,30 Overdraft opening 2010 $ 159.061,80
TOTAL spent $ 322.820,00 $ 378.969,51 $ 307.329,30
Overdraft 2010due to opening $ 159.061,80 extra costs shifted into 2011
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Conclusion
Brand
Location
Market
PERFECTION
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Thank you for your attention !
Please do not hestitate to ask any questions in regards to the proposed
plan.