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Pangea presantation

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In this presentation, you will find a situation analysis for "Warwick Pangea Beach Resort & Spa"


Pangea had few difficulties on a strategic level. So i decided to study the market in order to understand it and recommend few strategic decisions "management & marketing" in order to keep the business growing.

For all employers, you will see in this presentation how i handle situation analysis and recommend specific marketing needs based on of every case.

For more information, check the situation analysis.

Serge Rizkallah
Marketing Executive

Published in: Marketing
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Pangea presantation

  1. 1. Pangea SITUATION ANALYSIS
  2. 2. Executive summary  In this PowerPoint, I will be presenting Pangea’s case study, or current situation on a macro level, based on: -Previous experience -Market study (Survey)  Strategic decisions and marketing solution will me the main focus of this presentation.
  3. 3. Objective of this presentation  Keep the business going through Ramadan period
  4. 4. What is Pangea?  Pangea is great beach resort, located In Jiyyeh.  Pangea is suffering from Awareness and key motivator. People don't actually know Pangea as much as they know "Oceana, Janna and others“.
  5. 5. PEST Analysis  An acronym for the scanning of the external macro- environment in which the Company operates:  Political:  Economic:  Social:  country culture: On a religion level, Ramadan is an occasion to be taken into consideration, because the majority of Muslims don’t go to the beach during this period, in parallel “ food consumption decrease during the day”  Habits: On a macro level, Lebanese population are known by their nightlife and their intention on spending time on the beach during summer.  population growth rate, age distribution: Lebanese population is made of young adults ( to be seen in the next slide)  Technological:
  6. 6. What is Lebanon?? Business wise, Lebanon is this Pop graph. As we can see, in 2014, Lebanon was mainly for young generations and young adults. A sum of 1 060 000 young adults “ 19- 29” males and females.
  7. 7. Current targets?  Pangea is targeting all ages "Kids and families"  To be more specific, Muslims clientele are more aware of Pangea than Christians Clientele.
  8. 8. THE 7’S OF STRATEGIC FITNESS (McKinsey 7-S Framework ) STRATEGY SHARED VALUES SYSTEMS STYLE STAFF SKILLS SOFT S HARD S STRUCTURE • On a strategic level, Pangea is targeting “kids and families”. • The brand positioning is unknown, The consumer doesn’t know what you’re offering. • Opening the door for all customers can also affect on the brand image
  9. 9. SWOT analysis
  10. 10. SWOT Analysis •Big beach resort •Handled by Warwik management •Know-how •Green spaces Strengths •No active marketing •Weak advertising •Weak brand awareness •Targeting kids and families •Passive on social media " last post January 18th" Weaknesses •Unsaturated market •Huge Potential targets ready to be targeted •unfulfilled customer needs Opportunities •Ramadan season starting 6 June •Unsafe reputation about the location •Lot’s of competitors on the go Threats • Not attracting or communicating Christian clientele • weak brand name • Absence of customer loyalty • low market coverage
  11. 11. Survey
  12. 12. Background  Every summer at Ramadan, Pangea’s business is paralyzed. To find the reason behind this situation, I did a survey with 30 questionnaire in order to analyze the situation, and understand the consumer behavior
  13. 13. Survey Objectives  To assess Pangea’s performance on the following marketing parameters:  Awareness  Top of mind?  Age group?  Religion?  Familiarity  Intention  Image  Key motivator  Satisfaction  Brand association
  14. 14. Respondents Profile  The questionnaire was done:  Upper/ Middle class  Age (21 – 39)  Religion 56 44 Profile Females Males 20 80 Religion Christians Muslims 0% 20% 40% 60% 80% 100% 20 - 25 25 - 30 30 - 40%
  15. 15. Methodology  Quantitative  Structured Q’re  Face to Face in central locations
  16. 16. Top of mind 0 0.5 1 1.5 2 2.5 3 3.5 As we can see, Edde sands and Laguava already took place on the top of mind of the consumer. Pangea is on the second level “2/25” mentioned Pangea as a top of mind
  17. 17. Awareness 0% 10% 20% 30% 40% 50% 60% 70% 80% Know pangea Don't know pangea 76% of the questionnaires have actually heard of Pangea
  18. 18. Visit 44% 45% 46% 47% 48% 49% 50% 51% 52% 53% 54% Visit before Never visite before 52% of the ones who are aware of pangea, have actually visited it
  19. 19. Consumer’s opinion about who should the targets be? 0% 10% 20% 30% 40% 50% 60% 70% Families Yound adults Target According to the consumers, pangea’s concept, is made for young adults (21 – 31) years. 65% of them thought this way
  20. 20. Pangea “General view” Consumer Perception 0 2 4 6 8 10 Top of mind known/Unknown Attractive Pleasing Socialy responsibleActive leader successful Family/ Young adults Current situation
  21. 21. Pangea “General view” Consumer Perception 0 2 4 6 8 10 Top of mind known/Unknown Attractive Pleasing Socialy responsibleActive leader successful Family/ Young adults Current situation Desired situation
  22. 22. • Define our target • Create a loyalty program Adjustment Defensive • Massive Communication “Increase awareness” • Highlighting prices • Build Key motivators based on differentiation • Repositioning the business Offensive Reactivation Strategies • Unsaturated market • Huge Potential targets ready to be targeted • unfulfilled customer needs • Ramadan season starting 6 June • Unsafe reputation about the location • Lot’s of competitors on the go Opportunities Threats External • Weak advertising • Weak brand awareness • Targeting kids and families • Passive on social media " last post January 18th“ • Not attracting or communicating Christian clientele • weak brand name • Absence of customer loyalty low market coverage • Big beach resort Handled by Warwik management • Know-how • Green spaces Strengths Weaknesses Internal
  23. 23. Strategic Recommendations – Why? & How?  Target new segments  Increase Awareness  Reach the top of mind  Create or reinforce Pangea Positioning  Communicate the new Positioning  Focus on Key motivator and USPs
  24. 24. Why should we target new segments
  25. 25. Let’s take another look on the Pop graph Young adults are really highlighted, and it’s clear what the Lebanese population is made of.
  26. 26. Let the pictures talk - Skybar – Beirut
  27. 27. White - Beirut
  28. 28. C U Nxt Sat
  29. 29. Caprice
  30. 30. O1ne – Beirut - Graduation
  31. 31. Oceana - Damour
  32. 32. Ansoff Matrix Products/ Service Existing New Market Penetration Market Development Product Development Diversification As we can see here, our service is mainly the same. If we have to work the current market or target “ Market penetration” It’s not worth it since: -We’re talking about smaller number of customers This is why it is better for pangea to enter new market or targets and invest in them. 1st step: Target a new market
  33. 33. Customers Targeting Customer Loyalty to Co./Attitude AvailableSalesPotential Good Bad HighLow Class “A” Target. Focus on. Find out the ones who are worth D+ Loyally & D+ Resources Not worth spending much on them. Don’t waste too much time on them. .This Matrix talks about the relation between the consumer purchase power and his loyalty. Pangea should Invest in high potential client in order to offer them loyalty programs. 2nd Step: Target Class A clients.
  34. 34. Other Advantage (Product Uniqueness) Cost Advantage Differentiation Cost Advantage Difference Wise Cost Wise The Mass Sales & Price Strategy arena CompetitiveScope? Focus Broad Scope: Industry wide Narrow Scope: Segmentation The Generic Marketing Strategies (by SBU) Since we already: - Decided to penetrate a new market -Targeted Class A clientele This is why, our main focus should be on differentiation strategy “As mentioned in the matrix”
  35. 35. Why This target  Many companies are ready to be next to this target  They generate more income from families  Easy to satisfy  Easier calling sponsor  Easy to gain their loyalty
  36. 36. How can we target new segments?
  37. 37. Marketing and advertising 1. Massive ATL communication: 1. TV ads 2. Billboards 3. social media 2. Massive BTL communication: “To be visible next to our target” 1. Brochure distribution in universities 2. Venues 3. Pubs 4. Festivals 5. Schools “ offer graduation programs in Pangea”
  38. 38. Strategic Recommendations – Why? & How?  Target new segments  Increase Awareness  Reach the top of mind  Create or reinforce Pangea Positioning  Communicate the new Positioning  Focus on Key motivator and USPs
  39. 39. Why should we increase awareness?
  40. 40. Current Marketing funnel
  41. 41. Future Marketing funnel
  42. 42. How can we increase awareness?
  43. 43. Marketing and advertising 1. Massive ATL communication: 1. TV ads 2. Billboards 3. social media 2. Massive BTL communication: “To be visible next to our target” 1. Brochure distribution in universities 2. Venues 3. Pubs 4. Festivals 5. Schools “ offer graduation programs in Pangea”
  44. 44. Strategic Recommendations – Why? & How?  Target new segments  Increase Awareness  Reach the top of mind  Create or reinforce Pangea Positioning  Communicate the new Positioning  Focus on Key motivator and USPs
  45. 45. Why should we reach the top of mind?
  46. 46. Why top of mind?  1. Get entrenched for the long term  2. Ensure you can be found.  3. Stop competing
  47. 47. Laguava Oceana Edde sands Coral beach Orchid Janna
  48. 48. How could we reach the top of mind?
  49. 49. Marketing and advertising 1. Massive ATL communication: 1. TV ads 2. Billboards 3. social media 2. Massive BTL communication: “To be visible next to our target” 1. Brochure distribution in universities 2. Venues 3. Pubs 4. Festivals 5. Schools “ offer graduation programs in Pangea”
  50. 50. Strategic Recommendations – Why? & How?  Target new segments  Increase Awareness  Reach the top of mind  Create or reinforce Pangea Positioning  Communicate the new Positioning  Focus on Key motivator and USPs
  51. 51. Why should we create or reinforce Pangea Positioning
  52. 52. Why should we create or reinforce Pangea Positioning  Every company should have a certain purpose or promise to offer it for the consumers, on order to differentiate her self. For example:  Nestle’s Positioning or slogan: Good food, Good life  Nestle Promised her customers to offer good food, in order to afford good life and health.  This is why Nestle’s Products and brands and based on healthiness and wellness
  53. 53. How should we create or reinforce Pangea Positioning
  54. 54. How should we create or reinforce Pangea Positioning 1. Competitive report: Find out what our competitors are offering and where did they positioned their selves. For example: Brand Values Positioning Kellogg's .Product benefits .Feature .Style .Value for money .Uniqueness .Sophistication “ bringing our best to you ” Nestle .Healthyness .Wellness “ good food, good life ” General Mills Poppins
  55. 55. How should we create or reinforce Pangea Positioning  2. Find the gap and take it as our Positioning. Example of Positioning exercise:
  56. 56. Strategic Recommendations – Why? & How?  Target new segments  Increase Awareness  Reach the top of mind  Create or reinforce Pangea Positioning  Communicate the new Positioning  Focus on Key motivator and USPs
  57. 57. Why should we Communicate the new Positioning
  58. 58. Why should we Communicate the new Positioning  Show your competitors that you’re differentiating your service.  Give the consumer what he wants.
  59. 59. How should we Communicate the new Positioning?
  60. 60. How should we Communicate the new Positioning 1. Massive ATL communication: 1. TV ads 2. Billboards 3. social media 2. Massive BTL communication: “To be visible next to our target” 1. Brochure distribution in universities 2. Venues 3. Pubs 4. Festivals 5. Schools “ offer graduation programs in Pangea
  61. 61. Strategic Recommendations – Why? & How?  Target new segments  Increase Awareness  Reach the top of mind  Create or reinforce Pangea Positioning  Communicate the new Positioning  Focus on Key motivator and USPs
  62. 62. Why should we Focus on Key motivator and USPs?
  63. 63. Why should we Focus on Key motivator and USPs?  AFIIMS Awareness Familiarity Intention Image Key motivator Satisfaction Based on these factors, a brand could be built or destroyed ?? If one of these factors is missing or weak, then we have to reinforce it.?? Pangea has 3 weak Factors -Awareness? -Intention -Key motivator
  64. 64. Why should we Focus on Key motivator and USPs?  Based of survey done, 76% of the questionnaire have heard of Pangea, but only 50% Visit is. Why?  Because the Key motivator is missing. We should stimulate our clients, and remind them of the plus we offering.
  65. 65. How can we Focus on Key motivator and USPs?
  66. 66. How can we Focus on Key motivator and USPs?  The key motivator is the answer for:  “Why should you choose Pangea or come to Pangea?”  “What should we offer for the consumer in order to let him choose Pangea?”
  67. 67. How to get there? 1. Use your biggest benefits 2. Be unique 3. Solve An industry “Pain Point” or “Performance gap” 4. Be specific and offer proof 5. Condense into one clear and concise sentence 6. Integrate your USP into all marketing Materials 7. Deliver on your USP’s promise
  68. 68. Operational Recommendation
  69. 69. Operational Recommendation  Marketing campaigns “ Increase awareness and Top Of Mind”  Competitions  Loyalty programs  18+ Entrance  .....
  70. 70. Marketing campaigns  To increase awareness and top of mind, as mentioned before, we will need massive ATL communication:  Radio ads  Billboards “ jounieh , dbayeh, zalka , khaldeh, damour, jiyyeh, saida”
  71. 71. Marketing campaigns cost  http://www.pikasso.com/Products/Detail/20  1500$ Per week @ Jyyeh – 15 faces  1200$ per week @ saida – 20 faces  2400$ per week @ Universities (AUB – LIA – USJ) – 20 faces  22000$ per week @ road Star ( Beirut – Batroun) – 220 faces  2000$ all summer @ competitors PiKasso billboards Budget: 32000 / month if the mentioned Billboards are available
  72. 72. Competitions  As mentioned before, we have to interact directly with our clients “ Young adults”  To do this, we can create competitions:  radios ads “ NRJ or Virgin Radio” since they’re targeting young adults  Announce the competition:  Visit pangea  Take a crazy Picture or a selfie next to the pool  Share it on social media #Pangea  the most crazy selfie will get a full package from Pangea”
  73. 73. Competitions  By doing this:  We are increasing visits frequency  Communication directly with our new targets  Boosting our social media traffic  Increasing awareness
  74. 74. Loyalty programs  All comers will get a branded A5 paper with 3 empty boxes  With every visit, this paper should be signed by upper management  Every 3 signatures, the consumer gets a discount or free entrance to pangea.
  75. 75. Loyalty programs  By doing this:  We are gaining consumers loyalty from the first visit  We are increasing visits frequency
  76. 76. 18+ Entrance  In order to attract young adults, it’s better to take the decision  Allowing only 18+ clientele to enter your resort  Kids don’t generate income  Kids will annoy or disturb your clients  Kids are the main reason behind your clients' escape
  77. 77. SWOT Analysis “Before” •Big beach resort •Handled by Warwik management •Know-how •Green spaces Strengths •No active marketing •Weak advertising •Weak brand awareness •Targeting kids and families •Passive on social media " last post January 18th" Weaknesses •Unsaturated market •Huge Potential targets ready to be targeted •unfulfilled customer needs Opportunities •Ramadan season starting 6 June •Unsafe reputation about the location •Lot’s of competitors on the go Threats • Not attracting or communicating Christian clientele • weak brand name • Absence of customer loyalty • low market coverage
  78. 78. SWOT Analysis “After” •Big beach resort •Handled by Warwik management •Know-how •Green spaces •Active marketing Strengths •Not allowing families with kids to enter the PangeaWeaknesses •Unsaturated market •Huge Potential targets ready to be targeted •unfulfilled customer needs Opportunities •Ramadan season starting 6 June •Unsafe reputation about the location •Lot’s of competitors on the go Threats • Active advertising • Better brand equity and awareness • Active brand • Attracting better clientele • Available Loyalty program • Covering a bigger area • Targeting a bigger & active
  79. 79. What can I offer you?
  80. 80. What can I offer you?  Analyzing and enhancing the current brand positioning.  Take brand ownership and provide the vision, mission, goals and strategies to match up.  Communicating with target audiences in a creative manner and managing customer relationships.  Sourcing advertising opportunities and placing adverts in the press - local, regional, national and specialist publications - or on the radio, depending on the organization and the campaign.  Benchmarking the competitors and reacting offensively or defensively  Briefing designers and advertising agencies on future ads and Facebook posts.
  81. 81. What can I offer you?  Sourcing and securing sponsorship.  Monitor market trends, research consumer markets and competitors’ activities to identify opportunities and key issues.  Evaluating marketing campaigns.  Developing marketing plans and applying them based on the strategy.  Managing budgets  Devising and presenting ideas and strategies
  82. 82. What can I offer you?
  83. 83. What can I offer  Full competitive report: Visiting the competitors as a mystery visitor I can find out:  The Resources they enjoy,  Their Management Team,  Their pursued Strategy,  Their Presumed Cost Dynamics,  The Values they offer,  Their Market Penetration and Coverage,  Their preferred Marketing Gimmicks  Their prices In order to differentiate Pangea and offer services not available in the market
  84. 84. ASSESSMENTS GOOD AVG. WEAKELEMENTS SUGGESTED ACTIONS 1. STRATEGIC PROFILE : - Value / Price Parity - Competitive Posture - Equilibrium of Portfolio - etc... 2. MARKETING : - Market Share - Market Coverage - Positioning - etc... 3. PRODUCTION : - Capacity Usage - Productivity - etc... 4. etc... - Rejuvenate by ...... EXAMPLE OF COMPETITIVE STRATEGIC REPORT
  85. 85. EXAMPLE OF COMPETITIVE OPERATIONAL REPORT “ WEEKLY” This report will keep you updated, what the competitors are doing in the market: -Social media -Event -Sponsorship
  86. 86. Competitive report
  87. 87. Marketing Plan 2016
  88. 88. Business development section
  89. 89. What can you do during the winter? Products/ Service Existing New Market Penetration Market Development Product Development DiversificationMarket development
  90. 90. Serge Rizkallah Marketing Executive

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