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Belinda Octavia
Helena Wisda
Jessica Nyoto
Wylie Liputra
Overview of company
Mesastila Resort and Spa retreat
Located in Magelang, Central Java
Luxury yet eco-friendly environment
Problem Statement:
Marketing Communication
Objectives
• increase the number of online reservation by 20
percent through agoda, traveloka and airbnb
• increase traffic of existing website
• build and sustain engagement online through social
media
• enhance the larger market, especially European
countries and other untapped market
• enhance the positive image
Media Presence
Sentimental Analysis
Sentimental Analysis
SWOT Analysis
• The generation
• High
competition with
similar concept
• To expand and grab
the foreign
customer
• Increase the
awareness about
important of health
issues in Indonesia
• Export coffee
• Low exposure
• The resort target
market only for
the middle to
high income
• Strategic location
• Nature
environment
• Facility & activity
• Offers healthy
organic food /
concern about
health
Strength Weakness
ThreatOpportunity
• DEMOGRAPHICS
• Gender : Men and women
• Age :
• Young adult ( 18-35 years old )
• Middle age adults ( 36-55
years old )
• Senior citizens ( above 60 years
old )
• Income
• Middle income
• High income
• PSYCHOGRAPHICS
• Thinkers
• Achievers
• Experiencers
• Believers
• Strivers
GENERATIONS
• Generations X (1965 –
1977)
• Younger boomers (1954-
1964)
• Older Boomers (1952-
1953)
• Seniors ( up to 1951 )
• Male/female
• + 25 Years old
Couple tourist
Health conscious
• Traveler/
Adventurer
SES B+ and SES
A
Who are the competitors?
• Plantaran Borobudur Hotel & Resort ( 5 stars)
- that equipped with world-class eco-friendly tourism facilities.
- located on the hills of Tanjungan Village, Magelang
• Atria Hotel ( 4 stars )
- Located in Magelang, Central of java
- specially designed for business travellers and conference
representatives,
• Puri Asri Hotel ( 4 stars )
- Located in the Centre of Magelang, Central Java
- surrounded with mountains and overlooking to river and
greenery rice fields with cool mountain breeze.
Positioning
PPT MESA-3 FINAL
PPT MESA-3 FINAL
• Product Innovation
- coffee plantation
- Organic food
- A special program = trail running and cycling
• Service Differentiation
-Turkish Spa ( Hamman Spa )
- Yoga Club
Integrated IMC Plan
for Mesastila
SWOT Metrics
S-O strategies
 Promoting historical, cultural and natural tourism
around Magelang
 Conducting traditional music and traditional
dancing shows
 Collaborating with “Komunitas Organik
Indonesia” (KOI)
 Collaborating with ”Jakarta Cycling Club” (JCC)
 Making coffee store That sold various of coffee
products from Mesastila to the customers who
stayed in Mesastila
W-O strategies
 Focusing on more effective and attractive
advertising
 Generating buzz-marketing through social
media by using attractive trending topic
 Creating eco-traveller enthusiasm community
as sponsored consumers
S-T strategies
 Focusing on attractive entertainments for
children and teenagers
 Adding more educational activities, for instance
the process of making batik
W-T strategies
 Participating in hospitality and hotel trade show
 Emphasizing luxury and exclusivity
Type of budget
• Payout planning method
• allocates greater amount for the advertising for introduce
the product or service that will be offer.
• Why ???
 Build brand awareness
 Introduce Mesastila to international market
Traditional media advertising
Tactics and tools of
traditional media
advertising
• Trade show
• directly attract with the target market
• introduce and build the brand awareness to
Indonesian and foreign target market
• Proposal printing
•  build partnership with travel agent by giving discount
or commission
• Magazine
•  promote to foreign target market
• Exclusive coffee workshop
 give participants experience how the environment in
Mesastila
Mesastila traditional advertising
budgets
Social media advertising
Tactics and tools of social media
advertising
• YouTube
• The advertising will be shown before the user want to watch
the video
• Facebook
 make the fan page and shared the upcoming event
• Instagram
 upload the photo about the scenery in Mesastila
• Website
• shared more information towards the service, facility,
agenda, promotion and reservation of the hotel room
• Artist endorsement
•  The artist can shared their experience when they stayed in
Mesastila hotel and resort
• QR codes
• The QR codes is used to direct the customer to the website
or link that show further information about Mesastila hotel and
resort . By scanning the QR codes
Social media advertising budget
Advertising budget timeline
Implementation timeline
Monitoring & Evaluating
• The target visitors: 117
visitors
• about 70% of visitors are
attracted to visit
Mesastila from digital
advertising
• about 30% attracted
from traditional
advertising
• Using website cost the
lowest cost of acquisition
• measure the feedback
based on the reach or
the number of fans,
friends or followers
• posting more attractive
pictures and promotions
about Mesastila.
• a review competition for
the visitors who sharing
unique experience
• helps to create word-of-
mouth and also engage
the relationship with the
customers.
THANK YOU

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PPT MESA-3 FINAL

  • 2. Overview of company Mesastila Resort and Spa retreat Located in Magelang, Central Java Luxury yet eco-friendly environment
  • 4. Marketing Communication Objectives • increase the number of online reservation by 20 percent through agoda, traveloka and airbnb • increase traffic of existing website • build and sustain engagement online through social media • enhance the larger market, especially European countries and other untapped market • enhance the positive image
  • 8. SWOT Analysis • The generation • High competition with similar concept • To expand and grab the foreign customer • Increase the awareness about important of health issues in Indonesia • Export coffee • Low exposure • The resort target market only for the middle to high income • Strategic location • Nature environment • Facility & activity • Offers healthy organic food / concern about health Strength Weakness ThreatOpportunity
  • 9. • DEMOGRAPHICS • Gender : Men and women • Age : • Young adult ( 18-35 years old ) • Middle age adults ( 36-55 years old ) • Senior citizens ( above 60 years old ) • Income • Middle income • High income • PSYCHOGRAPHICS • Thinkers • Achievers • Experiencers • Believers • Strivers GENERATIONS • Generations X (1965 – 1977) • Younger boomers (1954- 1964) • Older Boomers (1952- 1953) • Seniors ( up to 1951 )
  • 10. • Male/female • + 25 Years old Couple tourist Health conscious • Traveler/ Adventurer SES B+ and SES A
  • 11. Who are the competitors?
  • 12. • Plantaran Borobudur Hotel & Resort ( 5 stars) - that equipped with world-class eco-friendly tourism facilities. - located on the hills of Tanjungan Village, Magelang • Atria Hotel ( 4 stars ) - Located in Magelang, Central of java - specially designed for business travellers and conference representatives, • Puri Asri Hotel ( 4 stars ) - Located in the Centre of Magelang, Central Java - surrounded with mountains and overlooking to river and greenery rice fields with cool mountain breeze.
  • 16. • Product Innovation - coffee plantation - Organic food - A special program = trail running and cycling • Service Differentiation -Turkish Spa ( Hamman Spa ) - Yoga Club
  • 18. SWOT Metrics S-O strategies  Promoting historical, cultural and natural tourism around Magelang  Conducting traditional music and traditional dancing shows  Collaborating with “Komunitas Organik Indonesia” (KOI)  Collaborating with ”Jakarta Cycling Club” (JCC)  Making coffee store That sold various of coffee products from Mesastila to the customers who stayed in Mesastila W-O strategies  Focusing on more effective and attractive advertising  Generating buzz-marketing through social media by using attractive trending topic  Creating eco-traveller enthusiasm community as sponsored consumers S-T strategies  Focusing on attractive entertainments for children and teenagers  Adding more educational activities, for instance the process of making batik W-T strategies  Participating in hospitality and hotel trade show  Emphasizing luxury and exclusivity
  • 19. Type of budget • Payout planning method • allocates greater amount for the advertising for introduce the product or service that will be offer. • Why ???  Build brand awareness  Introduce Mesastila to international market
  • 21. Tactics and tools of traditional media advertising • Trade show • directly attract with the target market • introduce and build the brand awareness to Indonesian and foreign target market • Proposal printing •  build partnership with travel agent by giving discount or commission • Magazine •  promote to foreign target market • Exclusive coffee workshop  give participants experience how the environment in Mesastila
  • 24. Tactics and tools of social media advertising • YouTube • The advertising will be shown before the user want to watch the video • Facebook  make the fan page and shared the upcoming event • Instagram  upload the photo about the scenery in Mesastila • Website • shared more information towards the service, facility, agenda, promotion and reservation of the hotel room • Artist endorsement •  The artist can shared their experience when they stayed in Mesastila hotel and resort • QR codes • The QR codes is used to direct the customer to the website or link that show further information about Mesastila hotel and resort . By scanning the QR codes
  • 29. • The target visitors: 117 visitors • about 70% of visitors are attracted to visit Mesastila from digital advertising • about 30% attracted from traditional advertising • Using website cost the lowest cost of acquisition • measure the feedback based on the reach or the number of fans, friends or followers • posting more attractive pictures and promotions about Mesastila. • a review competition for the visitors who sharing unique experience • helps to create word-of- mouth and also engage the relationship with the customers.