SOSTAC Situation Where are we now? Objectives Where do we want to get to? Strategy How are we going to get there? – The Big Picture Tactics How are we going to get there? – The Detail Actions Who is going to do what and when? Control How can we control, measure and develop the process?
SITUATIONStrengths• They have 3 hotels and 4 resorts• 20 years of experience in the Indian market• Beautiful locations• Various target markets (family, leisure, business conference, tour)Weaknesses• Uninformative website• No marketing campaigns• Lack of information• Lack in social medias
OBJECTIVE•Work on improvement of the hotel image• Share communication to the stakeholders•Enhance the efficiency & the traffic on the website• Create new awareness•Promotional campaign for the hotel with minimal cost byimplementing twitter
STRATEGY• To target new customers• Repositioning the company• Develop and promote the brand1 employee in the marketing departmentMan:Tweet on daily basis about the news and upcoming eventsBe always connected with your stakeholders Money:Labor costLimited cost related to social mediaMinutes:Implementation to be done as soon as possibleMonitor, check and reply on daily basis
TACTICS Promote Tuli hotels by implementing Twitter• Update the consumers about product and services• Offer customer service and support• Update people on what you’re working on• User friendly• Less time consuming• Minimal cost• Engagement with followers• Help with SEO• Share news by tweeting guests about future plans
ACTIONS Marketing department in charge Interact with the customer base Create buzz around upcoming events Develop direct relationships with bloggers and journalists for potential PR placement Tweet short messages on daily basis Link tweeter page with the company website
CONTROL• Track what people are saying about your company and brand• Follow up with any problem faced with your guests• Always up to date your data and customers list• Come back to Twitter on daily basis• Read comments, followers and new tweetsfrequency• Try to create conversation with followers• Measure satisfaction through comments andfeedback