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Accessible luxury: Marketing plan
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Accessible luxury: Marketing plan



MTM IX students present their Marketing plan project on "Bagni di Bormio Spa Resort". ...

MTM IX students present their Marketing plan project on "Bagni di Bormio Spa Resort".
How to make this company more attracting?
Students' solution is to aim at new segments.



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Accessible luxury: Marketing plan Presentation Transcript

  • 1. ACCESSIBLE LUXURYMarketing GroupAlessia SimulaStefania RampiniStefania TedescoRitwik S. Patil
  • 2. Syllabus1) Introduction of the Firm2) Introduction of the Project3) SWOT Analysis4) Internal-External Analysis5) Consumer Behaviours and Segmentation6) Targeting Positioning7) Purchasing Process8) Marketing Mix and Price Strategy9) Promotions, Events and Agreements
  • 3. Introduction of Bagni di Bormio-Spa Resort Two Hotels and two Thermal Centers located in Bormio withmore than 2000 years of history: Grand Hotel Bagni Nuovi *****: hotel in liberty style opened in1863 with 74 luxury rooms and easy access to the Spa.
  • 4.  Hotel Bagni Vecchi ****: romantic hotel with 12charming rooms.
  • 5.  Bagni Vecchi Spa, adjacent to the Hotel BagniVecchi, with 6 sectors with 30 different Spatreatments, an outdoor pool, Roman bathsoverlooking the valley of Bormio. The access to the Spais included in the price of the stay of both hotels
  • 6. Bagni RomaniOpen Air PoolBagni Imperiali
  • 7.  Bagni Nuovi Spa is a luxury Spa sub-divided into 4sections, located in the gardens of grand Hotel BagniNuovi: Giardini di Venere: open air baths and pools Grotta di Nettuno: purifying and toning
  • 8.  Bagni di Giove: revatalizing hydrotherapy Bagni di Ercole: indoor section (combination of variousthermals) The entrance for Hotel’s Guest is included in the stay price.
  • 9. Accessible Luxury marketing planOBJECTIVE: increase the profit of Bagni di Bormio By expanding its market segmentation:young peoplecouplestourists with special needs (accessible tourism)pride tourism
  • 10.  By promoting events and agreements with:Moët Chandon
  • 11. SWOT ANALYSIS STRENGHTS: The purity of thermal water The unique location Operative all around the year Accessibility of Bagni Nuovi Top quality services for all types of customers
  • 12.  WEAKNESSES: Bagni Vecchi are not accessible Recruitment of new expert medical staff OPPORTUNITIES: Luxury Spa for all types of customers Appealing space for events (weddings, parties….) Agreements Moët Chandon
  • 13.  THREATS: Very high fixed costs: heating, sauna, pools, staff Difficulties in making agreements Big efforts and money spent in training the staff
  • 14. INTERNAL ANALYSISOur COSTS are very high, in terms of: Maintance Qualified Staff Laundry Cleaning service Suppliers
  • 15. EXTERNAL ANALYSISCompetitors’ price AQUAGRANDA Livigno: €30 (gym included) Monticello spa: €37 Exit spa Experience in Saronno: €35 Bagni termali di Leukerbad: €25
  • 16. PRICING DECISIONOur PRICES are higher than our competitors’ €45SKIMMING PRICE STRATEGY
  • 18. CONSUMER BEHAVIOUROur clients are: medium-upper social class italian, swiss and chinese (emerging markets) groups are not our main target except for corporate (fromour congresses) and hen party age: from 25 untill 60Motivations: relax and detox Rehabilitation Wellness medical treatments
  • 19. MARKET POSITIONINGThe perception that our customers have about us, reflectwhat we want to reachExpensiveLessexpensiveModerateserviceHighservice• Exit spaSaronno• Monticello• Aquagranda• Leukerbad• Bagni termalidi Bormio
  • 20. SegmentationThe main market segments are: LEISURE: couples, young people, adults ACCESSIBLE: people with special needs MEDICAL: people with respiratory and mobilityproblems PRIDE: gay and lesbian people.
  • 21. Purchasing Process Our guests usually book through:1. TRAVEL AGENCY, CALL CENTRES Seniors2. ONLINE Other customers