Kingfisher Hotels


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Kingfisher Hotels

  1. 1. Launch of a 5 Star Hotel
  2. 2. Morgan Plaza -Beijing The Burj Al Arab -Dubai Flower of the East -Iran Apeiron Hotel -Dubai Choices are Many... Each one at it’s best …….
  3. 3. Spread our wings of hospitality… & let our guests Enjoy The Good Times…
  4. 5. Highlights... <ul><li>Comfort and care just as you want </li></ul><ul><li>Entertainment at its best </li></ul><ul><li>Flawless and personal attention to the guest’s needs </li></ul><ul><li>Spacious and luxurious </li></ul><ul><li>Exquisite cuisines that cater to taste buds from all over the world </li></ul>
  5. 6. Marketing Strategy
  6. 7. Product Strategy <ul><li>Private beach </li></ul>
  7. 8. Product Strategy <ul><li>Shopping Mall Theatre </li></ul>
  8. 9. Product Strategy <ul><li>Underwater Restaurant </li></ul>
  9. 10. Product Strategy <ul><li>Service Apartments </li></ul>
  10. 11. Product Strategy Theme Rooms - a unique experience for repeat guests
  11. 12. Product Strategy <ul><li>Personalized accommodation and services </li></ul>
  12. 13. Product Strategy <ul><li>In-house Resort </li></ul>
  13. 14. <ul><li>Dance Floor </li></ul>Product Strategy Piano Bar Lounge
  14. 15. <ul><li>Party Halls </li></ul>Product Strategy Conference Rooms
  15. 16. <ul><li>Casino </li></ul>Product Strategy Spa
  16. 17. <ul><li>Exotic Food & Delicacies </li></ul>Product Strategy
  17. 18. <ul><li>Professional & Attentive Staff </li></ul>Product Strategy
  18. 19. Pricing Strategy <ul><li>Per night fee basis </li></ul><ul><li>Differs for season and off-season </li></ul><ul><li>Separate rates for regular rooms and suites </li></ul><ul><li>Special discounts for business or large groups </li></ul><ul><li>Premium pricing for ‘Theme Rooms’ </li></ul><ul><li>Add-ons: </li></ul><ul><li>Free Kingfisher beer served in restaurant </li></ul><ul><li>Free pick-up and drop facility to Airports </li></ul><ul><li>Special discounts for Kingfisher Airlines travelers </li></ul><ul><li>Facilities such as wifi, forex services, video conferencing, safe storage, bank-on-call </li></ul><ul><li>Additional charges for resort, spa, bar, restaurant, casino and other leisure activities </li></ul>
  19. 20. Promotional Strategy <ul><li>Advertising </li></ul><ul><li>Public Relations </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Sponsorships </li></ul><ul><li>Sales Promotions </li></ul>
  20. 21. Distribution Strategy <ul><li>Launch in Mumbai </li></ul><ul><li>Other locations in India: </li></ul><ul><li>Goa </li></ul><ul><li>Chennai </li></ul><ul><li>Kochi </li></ul><ul><li>Overseas locations: </li></ul><ul><li>Dubai </li></ul><ul><li>Florida </li></ul><ul><li>Mauritius </li></ul>
  21. 22. Segmentation <ul><li>Status & Class </li></ul><ul><li>Income level </li></ul><ul><li>Lifestyle </li></ul><ul><li>Geographic location </li></ul>
  22. 23. Targeting <ul><li>High Income group </li></ul><ul><li>Upper middle class & elite class </li></ul><ul><li>Businessmen </li></ul><ul><li>Luxury loving </li></ul><ul><li>Tourists traveling to the metros </li></ul><ul><li>Couples </li></ul>
  23. 24. Positioning <ul><li>Where Hospitality Meets Bay </li></ul><ul><li>…… ..Enjoy the good times </li></ul>
  24. 25. Differentiation <ul><li>In house Entertainment </li></ul><ul><li>Service Apartments & Personalization </li></ul><ul><li>Hotels on the shore (private beach) </li></ul>
  25. 26. Brand Personality <ul><li>Business and Elite Class </li></ul><ul><li>Vibrancy, Celebration and Glamour </li></ul><ul><li>Status symbol </li></ul><ul><li>Another name for hospitality </li></ul>
  26. 27. <ul><li>Advertising Objective </li></ul><ul><li>Launch the brand </li></ul><ul><li>Brand Awareness </li></ul>
  27. 28. Communication Strategy
  28. 29. Communication Strategy <ul><li>Message: </li></ul><ul><li>Objective </li></ul><ul><li>To build the brand </li></ul><ul><li>Inform and educate customers about the brand </li></ul><ul><li>Promote the distinguishing factors </li></ul><ul><li>Copy </li></ul><ul><li>More than luxurious rooms </li></ul><ul><li>More than mouth-watering food </li></ul><ul><li>More than world-class service </li></ul><ul><li>More than entertainment </li></ul>
  29. 30. Communication Strategy <ul><li>Medium: </li></ul><ul><li>Objective </li></ul><ul><li>To reach the business and elite class </li></ul><ul><li>To cross promote amongst various Kingfisher brands </li></ul><ul><li>Develop emotions and feelings towards the brand </li></ul><ul><li>Media Vehicles </li></ul><ul><li>Print </li></ul><ul><li>Television </li></ul><ul><li>Posters </li></ul><ul><li>Cinema </li></ul><ul><li>Internet Advertising </li></ul><ul><li>Mobile Advertising </li></ul>
  30. 31. Advertising Strategy
  31. 32. Media Mix <ul><li>Television </li></ul><ul><li>Print </li></ul><ul><li>Point of Sales </li></ul><ul><li>Outdoor </li></ul><ul><li>Cinema </li></ul><ul><li>Internet </li></ul><ul><li>Mobile </li></ul><ul><li>Direct Mail </li></ul><ul><li>Events / Sponsorships </li></ul>
  32. 33. Media Budget Media Class % Budget Media Vehicle Television 20 Major channels & TV shows Print 35 Magazines, newspapers Point of Sales 3 Brochures, discount coupons Outdoor 10 Hoardings, Airport terminals Cinema 8 Movie tie-ups, in-film promotions Internet 5 Website, banners, emailers Mobile 3 SMS, Wap sites Direct Mail 2 Mail to potential guests Events / Sponsorships 10 IPL Cricket, Lakme Fashion Week
  33. 34. Print Outlook Traveler, Business Traveler, Travel $ Leisure, Business India, Times of India, DNA, Yellow pages More than luxurious rooms… More than mouth-watering food… More than world-class service… More than entertainment… Enjoy the Good Times…. With Kingfisher Hotels
  34. 35. Point of Sales Brochures, Catalogues, Discount with Kingfisher Airlines, Free Kingfisher beer at Hotel, Free Airport pick-up & drop More than luxurious rooms… More than mouth-watering food… More than world-class service… More than entertainment… Enjoy the Good Times…. With Kingfisher Hotels Avail 10% Discount Now!
  35. 36. Outdoors Major hoardings at airports & tourist spots, airport terminal displays, Mobile vans
  36. 37. Cinema In-film promotions & tie-ups with movies like Singh is King
  37. 38. Internet Advertising , banners on travel websites like cleartrip, yatra, expedia, makemytrip and emailers
  38. 39. Mobile Advertising SMS pushes, hotel bookings and information on wap site, Special Honeymoon Packages Hospitality meets Entertainment with Kingfisher Hotels. Enjoy a whole new world of good times. Kingfisher Hotels in your city. Avail 10% discount on first booking. For more details logon to
  39. 40. Direct Mail Direct mail sent to potential guests with a 10% discount on first booking, monthly newsletters Stay 6 nights & get 7 th night free More than luxurious rooms… More than mouth-watering food… More than world-class service… More than entertainment… Enjoy the Good Times…. With Kingfisher Hotels Avail 10% Discount
  40. 41. Events / Sponsorships Sponsor IPL cricket match & provide free stay to cricketers We invite the IPL teams to stay with us! You are our guests! Host Lakme Fashion Week
  41. 42. Advertising Evaluation <ul><li>What to measure? </li></ul><ul><li>Effectiveness of campaign </li></ul><ul><ul><li>Copies of ad in case of print </li></ul></ul><ul><ul><li>Ratings of programs in case of electronic media </li></ul></ul><ul><ul><li>CTR in case of internet </li></ul></ul><ul><ul><li>SMS tracking in case of mobile </li></ul></ul><ul><ul><li>Discounts availed in case of Direct Mail </li></ul></ul><ul><li>Brand awareness </li></ul><ul><li>Advertisement understood? </li></ul><ul><li>Advertisement liked? </li></ul><ul><li>Number of hotel bookings </li></ul><ul><li>Impact on revenue </li></ul>
  42. 43. Advertising Evaluation <ul><li>How to measure? </li></ul><ul><li>Surveys </li></ul><ul><ul><li>Questionnaire sent to guests </li></ul></ul><ul><ul><li>Questions related to the campaign elements </li></ul></ul><ul><ul><li>“ How did you hear about us?” </li></ul></ul><ul><li>Feedback </li></ul><ul><ul><li>Reply cards </li></ul></ul><ul><ul><li>Toll-free number </li></ul></ul><ul><ul><li>Coupons </li></ul></ul><ul><ul><li>Different codes to identify the media vehicle </li></ul></ul>
  43. 44. Advertising Evaluation <ul><li>How to measure? </li></ul><ul><li>Tracking Systems </li></ul><ul><ul><li>CTR for online banners </li></ul></ul><ul><ul><li>Hits on website </li></ul></ul><ul><ul><li>Emailers </li></ul></ul><ul><ul><li>SMS’es sent </li></ul></ul><ul><li>Observation </li></ul><ul><ul><li>POS </li></ul></ul><ul><ul><li>Outdoors </li></ul></ul>
  44. 45. PR Strategy
  45. 46. PR Plan <ul><li>Objective: </li></ul><ul><li>To complement the overall business plan of launching </li></ul><ul><li>Kingfisher Hotels. </li></ul>
  46. 47. PR Strategy <ul><li>News Release sent to all major newspapers and magazines announcing the launch of Kingfisher Hotels </li></ul><ul><li>Launch party at the hotel attended by Industrialists & film stars </li></ul><ul><li>Promotional pricing for all Kingfisher travelers at the hotel on the day of launch </li></ul><ul><li>Events like India Fashion Week, Rock Shows at the hotel </li></ul>
  47. 48. PR Strategy <ul><li>Release to publicize summer-long schedule of events </li></ul><ul><li>Media Channel on Kingfisher website </li></ul><ul><li>Vijay Mallya to address in press conferences </li></ul><ul><li>A talk show with Vijay Mallya to be broadcasted on Business News Channels </li></ul>
  48. 49. PR Strategy <ul><li>Testimonials, reviews and interviews of guests to be posted on internet </li></ul><ul><li>Launch “Kingfisher Times” as monthly magazine </li></ul><ul><li>Blogs, forums & communities on social networking websites </li></ul><ul><li>E-newsletter to be sent to guests, employees, clients & business partners </li></ul>
  49. 50. PR Evaluation <ul><li>Focus Groups </li></ul><ul><li>Surveys responses </li></ul><ul><li>Tracking system in case of Internet </li></ul>
  50. 51. Thank You!!!