SILVER CREST GUESTHOUSEA CASE STUDY                                                                                       ...
‘THOUGHT JACUZZI’AVANI RAJESH (472)ALINA GUFRAN (438)KUNAL PANDEY (440)SHALAKA DESAI (430)ABHINANDAN KS (414)ADVERTISING M...
Table of contents   Biography   ………………………………………………………………..                       4   Silver Crest Today…………………………………...………...
BiographyWhat is Silver Crest?                          Why Silver Crest?Silver Crest is a standalone corporate         Si...
Silver Crest Today                                      The 5 Cs         COMPANY                                          ...
COMPANY         Homely atmosphere        No rent on hourly basis Rates: One person - INR 1500/night    Two persons – INR 1...
CATEGORY          Hospitality sectorPositioned as a Corporate Guesthouse                                       7
CUSTOMER   Clientele includes Ford, TATA, L&T,           Symbiosis and IBM.October, recruitment time for corporates       ...
CONSUMERComprises of Corporate professionals  Free pick-up and drop services       Free internet serviceLunch and dinner o...
COMPETITION            Hotels: Ibis            Elite SuitesLiving Water Service Apartments       IPRASS Apartments   Alcov...
1. SWOT ANALYSIS – SILVER CREST                  STRENGTHS                                          WEAKNESSESSilver Crest...
O                 OPPORTUNITIES                                         THREATSGrowing IT sector, with the emergence of an...
2. SWOT Analysis – Competitors                  STRENGTHS                                           WEAKNESSESThe Elite Su...
OPPORTUNITIES                                   THREATSThe Elite Suites                            The Elite SuitesCaters ...
3. Target Audience & Current Market SituationTarget Market                                       Current Market SituationS...
4. Questionnaires1.   QUESTIONNAIRE ONE                         2.   QUESTIONNAIRE TWOName                                ...
5. ResultsQUESTIONNAIRE ONE1. When you go out of station, which of the   following do you opt for?   Guesthouse – 7 (15.21...
Why Thought Jacuzzi Should Step InSilver Crest is a brand that has previously     Silver Crest’s current repertoire includ...
‘Refresh Silver Crest’                   The LOGO                   Even after three years of establishment,              ...
Branding articlesGlasses and Napkins                      20
21
Creating CollateralLetterheads                      22
Branding StationeryNotepads, Paper weights,    Visiting Cards                           23
24
Print Ads for in-flight magazines                                    25
26
THE ENDSINCERE THANKS TO MRS. NANDITA KHAIRE                                        27
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Silver Crest - Thought Jacuzzi

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A presentation that we did for a Pune guest house by the name Silver Crest. Feedback is appreciated.

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Silver Crest - Thought Jacuzzi

  1. 1. SILVER CREST GUESTHOUSEA CASE STUDY 1ADVERTISING MANAGEMENT ASSIGNMENT | SEMESTER III, BATCH 2013 | SYMBIOSIS INSTITUTE OF MEDIA AND COMMUNICATION (UG)
  2. 2. ‘THOUGHT JACUZZI’AVANI RAJESH (472)ALINA GUFRAN (438)KUNAL PANDEY (440)SHALAKA DESAI (430)ABHINANDAN KS (414)ADVERTISING MANAGEMENT IICOMMUNICATION MANAGEMENTSEMESTER IIISYMBIOSIS INSTITUTE OF MEDIA AND COMMUNICATION (UG)PUNE, MH 2
  3. 3. Table of contents Biography ……………………………………………………………….. 4 Silver Crest Today…………………………………...……………….…… 5 • 5 Cs • Company • Category • Customer T • Consumer • Competition • SWOT Analysis • Silver Crest • Competition • Target Audience & Current Market Situation • Market Research • • Market Analysis Questionnaires TOC • Results Why Thought Jacuzzi should step in ………………………………………..... 17 ……………………………………………………... ‘Refresh Silver Crest’ 18 • Print Advertisements • Collateral 3
  4. 4. BiographyWhat is Silver Crest? Why Silver Crest?Silver Crest is a standalone corporate Silver Crest emphasizes on space and itscondominium in Viman Nagar, Pune guests revel in the spaciousness of eachpromoted by Raana Hospitality Pvt. Ltd, apartment contrary to the confined spaces inwhere each guest is delighted by clean, well hotel rooms. All the apartments are Bmaintained apartments and a friendly staff. furnished in different themes in English countryside, Oriental, Italian andIt was founded in 2009 to serve as service Contemporary, thus giving guests theapartments but was soon converted into a flexibility to choose their ambience.guesthouse catering only to corporateprofessionals. Suitable for guests staying for longer duration, the guesthouse pantry is well equipped to allow our guests the flexibility of cooking their own meals or enjoy the taste of BIO home-made food in the dining room. Centrally situated with proximity to the airport, railway station, hospitals, malls and multiplexes Silver Crest delivers its guests experience for less money than other limited service hotels. 4
  5. 5. Silver Crest Today The 5 Cs COMPANY 5 CATEGORY CUSTOMER SILVER HOSPITALITY CORPORATE SECTOR ORGANIZATIONS CREST CONSUMER CORPORATE PROFESSIONALS COMPETITION HOTELS, FLY-BY- NIGHT 5Cs OPERATORS 5
  6. 6. COMPANY Homely atmosphere No rent on hourly basis Rates: One person - INR 1500/night Two persons – INR 1800/nightNo service tax on food; Complimentary breakfast Enjoy 100% customer retention 6
  7. 7. CATEGORY Hospitality sectorPositioned as a Corporate Guesthouse 7
  8. 8. CUSTOMER Clientele includes Ford, TATA, L&T, Symbiosis and IBM.October, recruitment time for corporates brings in max. visitors 8
  9. 9. CONSUMERComprises of Corporate professionals Free pick-up and drop services Free internet serviceLunch and dinner on the individual’s expense No added charge on room service 9
  10. 10. COMPETITION Hotels: Ibis Elite SuitesLiving Water Service Apartments IPRASS Apartments Alcove Service Apartments Fly-by-night Operators: Brokers, Housewives, etc. 10
  11. 11. 1. SWOT ANALYSIS – SILVER CREST STRENGTHS WEAKNESSESSilver Crest is located within close proximity tothe airport, ideal for those on a short businesstrip.Their tariff range sets them in the affordableand cost effective set with their targetaudience, businesses and corporate, making Silver Crest lacks variation in room sizes. No pick-up and drop facility Lack of communication collaterals, with the exception of brochures (which are unfortunately, out-dated) S Wthem the more favoured choice overcompetitors. Lunch and dinner have to be availed at (extra) expense on the visitor’s part.Corporate tie up with companies as well as theSymbiosis University, within the same locality. Stand-alone building in the locality.Convenient for parents visiting their children. Need to improve all forms of externalBest of all: They enjoy 100% customer communiqué, especially the websiteretention. 11
  12. 12. O OPPORTUNITIES THREATSGrowing IT sector, with the emergence of an IT Growing competition, willing to lower their pricespark in the same and also surrounding areasbrings with it a growing need to accommodate Relies heavily on word of mouth publicity, whilevisiting professionals. other competitors have adopted more noticeable means of communicationSilver Crest is a promising venture. It has the Tpotential to expand to other cities. Complete loss of the market segment of ‘individuals’Cheaper air fares to Pune means more people willfly in. 12
  13. 13. 2. SWOT Analysis – Competitors STRENGTHS WEAKNESSESThe Elite Suites The Elite SuitesThe hotel is located in close proximity to the Expensive and far from the airport. airport with a variety of rooms and tariffs available. Ibis Expensive, grand with an imposing ambience.Ibis Thus, cannot with compromise with priceGreater appeal, and a large number of rooms to compete. means availability without booking is easy. Living Waters Service Apartments New entrant in an expanding market.Living Waters Service ApartmentsThis building is situated well inside the city. IPRASS Service Apartments Although a little far from the airport, it Situated further away from the airport than it’s enjoys the luxury of having several malls competitors. and restaurants around. Alcove Service ApartmentsIPRASS Service Apartments Priced high. It’s Pune branch is a lesser knownThe hotel boasts of big clients in its dossier and cousin to big branches in other cities. is known for its no frills and good service.Alcove Service ApartmentsAnother hotel that boasts of a fancy clientele. 13
  14. 14. OPPORTUNITIES THREATSThe Elite Suites The Elite SuitesCaters to corporate professionals and Too expensive for a service apartment. regular visitors alike. IbisIbis Several buildings around the hotel sport theIbis has shown a tendency to bring down striking resemblance to Ibis’ architecture. prices to get ahead of competition. Living Waters Service ApartmentsLiving Waters Service Apartments Latest entrant in a highly competitive market..Service apartments that merge luxury with affordability. IPRASS Service ApartmentsIPRASS Service ApartmentsWell known in the local circuit. Holds an Alcove Service Apartments edge if it comes to tapping local Will turn away cost-conscious consumers. corporate companies.Alcove Service ApartmentsCan ride on the popularity of its other branches and emerge on top. 14
  15. 15. 3. Target Audience & Current Market SituationTarget Market Current Market SituationSilver Crest is targeted predominantly at The hospitality industry, is growing at a fastcompanies and organizations having a well- rate and reached INR 826.76 billion byestablished network. 2010. It is estimated that till the next two years 70,000 - 80,000 rooms will be added across *Silver Crest is not targeted towards individuals, different categories throughout the country.couples, tourists and other groups of people if There is a shortage of 100,000 guest roomsthey are not representing an organization. short in the country.They also have a tie up with the Symbiosis While the industry largely depends on businesscolleges in the Viman Nagar campus. These travellers, tourist traffic is also on the rise.colleges often have students coming in from Demand normally spurts in the peak seasondifferent parts of the country and also outside. between November and March.Silver Crest targets their parents and relativeswho visit them often, with excellent facilities High capital costs, poor infrastructure facilitiesand reasonable rates. and scarcity of land especially in the metros are a few drawbacks of the industry. Bargaining power of suppliers is limited due to stiff competition, especially in the metros. 15
  16. 16. 4. Questionnaires1. QUESTIONNAIRE ONE 2. QUESTIONNAIRE TWOName NamePlace PlaceEmail EmailOccupation Occupation ?1. When you go out of station, which of the 1. How would you rate our hospitality on the following do you opt for? (Guest- whole? (Excellent/Good/Fair/Needs review) house/Hotel/Others) 2. Your opinion on the standards of2. Do you visit Pune often? (Y/N) • Cleanliness (E/G/F/N) • Comfort (E/G/F/N)3. When in Pune, do you require a • Décor (E/G/F/N) guesthouse? (Y/N) • Bathroom & Amenities (E/G/F/N) • Linen (E/G/F/N)4. How much are you willing to pay for accommodation per day? (Under INR 3. Your opinion on the 1000/INR 1000-2000/Above INR 2000) • House-keeping (E/G/F/N) • Caretaking (E/G/F/N)5. Have you heard of Silver Crest? (Y/N) • In-house Food (E/G/F/N)The following survey was conducted with a 4. Comments/Suggestions sample space of 46 people. It was distributed among general public in Viman Above is the customer feedback form made for Nagar, Pune. the client. 16
  17. 17. 5. ResultsQUESTIONNAIRE ONE1. When you go out of station, which of the following do you opt for? Guesthouse – 7 (15.21%) X Hotels – 18 (39.13%) Others – (45.65%)2. Do you visit Pune often? (Y/N) Yes – 33 (71.73%) No – 13 (28.26%)3. When in Pune, do you require a guesthouse? (Y/N) Yes – 6 (13.04%) No – 40 (86.96%)4. Have you heard of Silver Crest? (Y/N) Yes – 16 (34.78%) No – 30 (65.21%) 17
  18. 18. Why Thought Jacuzzi Should Step InSilver Crest is a brand that has previously Silver Crest’s current repertoire includesinvested in negligible advertising. Thought mostly IT-based companies based in andJacuzzi views the brand as potential around Pune. They also have a number oftrendsetters in terms of the quality of the out station clients and the occupancy figuresexperience they offer. The USP of the brand have been constant at around 40-60% peris revealed at the stage where a convenient annum. While these figures are satisfactory, !business-to-business venture combines with Silver Crest steps in to target potentiala comfortable homely stay. clients. Working on a strict corporate clients only policy, Silver Crest would benefit from‘They’ve got the experience, we’ve got the investing in the following advertisingstrategy’ is the mantra Thought Jacuzzi approaches:approaches the brand with. Keeping in mindtheir demographic target audience, Thought Refresh Silver Crest: Branding materialJacuzzi has devised a communication (stationary, miscellaneous, etc.)strategy to deliver to both potential and Print Advertisements in Domestic In-Flightexisting customers to imprint a lasting magazines such as Swagat (Air India),impression. Combining elements of basic SpiceRoute (Spice Jet), etc.branding to strategic advertising, we hope tocover the basics with the strategy we have in BTL activities (tie up with Trade Fare, Pune)mind. Thought Jacuzzi hopes to revitalize the brand as a part of their outreach program to consolidate and enhance their current communication strategy to reach the desired target audience. 18
  19. 19. ‘Refresh Silver Crest’ The LOGO Even after three years of establishment, Silver Crest Guesthouse does not have a logo. Above is the logo designed for the F5 client. It was designed keeping in mind Silver Crest’s promise of providing a homely feel even on a business trip. 19
  20. 20. Branding articlesGlasses and Napkins 20
  21. 21. 21
  22. 22. Creating CollateralLetterheads 22
  23. 23. Branding StationeryNotepads, Paper weights, Visiting Cards 23
  24. 24. 24
  25. 25. Print Ads for in-flight magazines 25
  26. 26. 26
  27. 27. THE ENDSINCERE THANKS TO MRS. NANDITA KHAIRE 27

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