a case study

2. 1. Radisson Blu (formerly Radisson SAS) is an
upscale international chain of full
service hotels and resorts brand for Radisson
Hotels mostly outside the United States,
including those in Europe, Africa, and Asia.
2. These are operated by Carlson Rezidor Hotel
Group.
3. As of December 2014, Radisson Blu has 287
hotels operating throughout the world with
68,270 rooms, and 102 hotels under
development with an additional 23,489 rooms.

3. 1. AMBITIOUS!
2. STRATEGIC!
3. THE SKY'S LIMIT!
4. ICONIC!
5. STYLISH!
6. SOPHISTICATED!

4. 1. Radisson Blu is a sophisticated and
stylish brand, with stunning design and
truly innovative service features.
2. It offers an unforgettable, holistic
experience to guests and strong
opportunities for profitable partnerships
and investments.

6. 1. BRAND Iconic, stylish and sophisticated,
Radisson Blu hotels and resorts provide
a full range of innovative design led
products and services
2. It delivering genuine and relevant guest
experiences with a distinctive Yes I Can!
attitude.

7. 1. In 1960, the Royal Copenhagen hotel
opened in Denmark. Designed by the Arne
Jacobsen for SAS International Hotels (SIH)
- the hotel division of the Scandinavian
airline group, SAS.
2. Then, in 1994, the Radisson SAS was
created when SAS International Hotels (SIH)
joined forces with the Radisson brand for
Europe, the Middle East and Africa (EMEA)
in a joint branding initiative.
3. In 2000, Radisson SAS opened its
hundredth hotel.

8. 4. ICONIC!
5. STYLISH!
6. SOPHISTICATED!

9. 1. One of the world's leading hotel brands
2. Radisson Blu takes pride in its highly
individual design and exciting
contemporary appeal
3. With spectacular interiors, a range of highly
individual solutions and the latest in
technology
4. Radisson Blu offers a unique upper-upscale
guest experience with minute attention to
detail—resulting in exceptional business
potential.

11. 1. Free Internet
2. Restaurants & Bars
3. Super Breakfast
4. One Touch App
5. Experience Meetings
6. Something Blu Weddings
7. Resort Concept
8. BluSPAce spa concept
9. Blu Planet Responsible Business

12. 1. Radisson has targeted business travellers, honeymooners,
wedding parties and leisure travellers as its potential customers.
2. It operates a diversified range of hotels that include premium,
luxury and mid-scale.
3. its luxury and premium hotels, Radisson has adopted a premium
and high-scale pricing policy.
4. It caters to an upper class section of society that does not bother
about prices.
5. Radisson puts its onus on offering superior and qualitative
products and impeccable services to attract them.
6. The hotel is aware that its target customers will not mind
shedding additional bucks for quality and status.
7. For its mid-scale range of hotels, it has adopted a mid-premium
pricing and kept it affordable and reasonable.
8. Radisson has also implemented a promotional pricing policy to
reward its loyal and regular customers by offering them quite a
few incentives.

13. ONE CARD FITS ALL
1. Giving a Radisson Blu gift card is giving
the gift of choice
2. Give a loved one or close friend the gift
of travel with the Radisson Blu Gift Card!
3. The gift card can be used at almost 300
hotels and is good for 2 years at
Quorvus Collection, Radisson Blu Hotels
& Resorts, Radisson Red, Park Inn by
Radisson and Park Plaza Hotels &
Resorts in 42 participating countries.

17. 1. Armenia
2. Australia
3. Austria
4. Bahrain
5. Bangladesh
6. Belgium
7. Brazil
8. Bulgaria
9. Chad
10. Channel
Islands (Jersey)
11. Chile
12. China
13. Congo
14. Croatia
15. Cyprus
16. Czech Republic
17. Denmark
18. Egypt
19. Estonia
20. Ethiopia
21. Fiji
22. Finland
23. France
24. Gabon
25. Georgia
26. Germany
27. Greece
28. Hungary
29. Iceland
30. India
31. Ireland
32. Italy
33. Kazakhstan
34. Kenya
35. Kuwait
36. Latvia
37. Lebanon
38. Libya
39. Lithuania
40. Mali
41. Malta
42. Mauritius
43. Moldova
44. Morocco
45. Mozambique
46. Netherlands
47. Nigeria
48. Norway
49. Oman
50. Philippines
51. Poland
52. Portugal
53. Qatar
54. Romania
55. Russia
56. Rwanda
57. Saudi Arabia
58. Senegal
59. Serbia
60. Sierra Leone
61. Slovakia
62. Slovenia
63. South Africa
64. Spain
65. Sweden
66. Switzerland
67. Thailand
68. Tunisia
69. Turkey
70. Ukraine
71. United Arab
Emirates
72. United
Kingdom
73. United States
of America
74. Uzbekistan
75. Zambia

18. ABDUL RAUF
SHYAM KUMAR
AJMAL K H