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Hotell IKEA New Product Concept Deck

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Our group created this pitch deck for a New Product Development class at NYU. We were tasked to brainstorm a new product, research the industry, category, and target consumer, and discuss the marketing and launch plan.

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Hotell IKEA New Product Concept Deck

  1. 1.
  2. 2. Agenda<br />Market Potential<br />Concept Exploration<br />Qualitative Research<br />Hotel Description<br />Branding & Positioning<br />Pricing Recommendation<br />Marketing Strategy<br />Launch Plan<br />Sales Forecast<br />Sensitivity Analysis<br />
  3. 3. Market potential<br />Hotel Industry<br />
  4. 4. Hotel Industry Outlook<br />
  5. 5. Hotel Industry Analysis <br />Source: IBIS world report, Feb. 17, 2010<br />
  6. 6. Key Insights<br />
  7. 7.
  8. 8. Survey Results<br />How many nights did you stay at the hotel?<br />What was the reason for your travel?<br /><ul><li>68 responses
  9. 9. typical travel experience with emphasis on hotel selection</li></li></ul><li>Most Traveled to Cities<br />
  10. 10. Flexible Check in<br />Pool/ Sauna<br />In-room Refreshments<br />Quality of <br /> Bar/Restaurant<br />Free Parking<br />DVD Player/ <br />Game Console<br />Variety of Restaurants<br />Internet<br />Easy Access to <br /> Airport<br />Beauty/Spa Treatments<br />Quality Ratings<br />Breakfast included<br />Gym Facility<br />Sports Facility<br />Price<br />In Room Coffee<br />24 Hr. Room Service<br />
  11. 11. Flexible Check in<br />Pool/ Sauna<br />In-room Refreshments<br />Quality of <br /> Bar/Restaurant<br />Free Parking<br />DVD Player/ <br />Game Console<br />Variety of Restaurants<br />Internet<br />Easy Access to <br /> Airport<br />Beauty/Spa Treatments<br />Quality Ratings<br />Breakfast included<br />Gym Facility<br />Sports Facility<br />Price<br />In Room Coffee<br />24 Hr. Room Service<br />
  12. 12. LEISURE<br />CHECK -IN<br />SHUTTLE<br />FOOD<br /><ul><li>Strategically placing our hotels in major cities that act as main tourist attractions means travelers are probably traveling for leisure
  13. 13. Destinations usually offer plenty of activities around the hotel</li></ul>AMENITIES<br />QUALITY RATINGS<br />IKEA EXPERIENCE<br />
  14. 14. LEISURE<br />CHECK -IN<br />SHUTTLE<br />FOOD<br /><ul><li>Online check-in
  15. 15. Enter all credit card information when making purchase
  16. 16. Given a code to enter room</li></ul>AMENITIES<br />QUALITY RATINGS<br />IKEA EXPERIENCE<br />
  17. 17. LEISURE<br />CHECK -IN<br />SHUTTLE<br />FOOD<br /><ul><li>Can’t offer parking, but can provide transport to and from hotel</li></ul>AMENITIES<br />QUALITY RATINGS<br />IKEA EXPERIENCE<br />
  18. 18. LEISURE<br />CHECK -IN<br />SHUTTLE<br />FOOD<br /><ul><li>Swedish restaurant</li></ul>AMENITIES<br />QUALITY RATINGS<br />IKEA EXPERIENCE<br />
  19. 19. LEISURE<br />CHECK -IN<br />SHUTTLE<br />FOOD<br /><ul><li>Themed rooms
  20. 20. Pool
  21. 21. Fitness Center
  22. 22. Free Internet
  23. 23. Eco-friendly</li></ul>AMENITIES<br />QUALITY RATINGS<br />IKEA EXPERIENCE<br />
  24. 24. LEISURE<br />CHECK -IN<br />SHUTTLE<br />FOOD<br /><ul><li>Real-time service ratings
  25. 25. Encourage word-of-mouth
  26. 26. Social media and online recommendations</li></ul>AMENITIES<br />QUALITY RATINGS<br />IKEA EXPERIENCE<br />
  27. 27. LEISURE<br />CHECK -IN<br />SHUTTLE<br />FOOD<br />HOTELL IKEA<br />AMENITIES<br />QUALITY RATINGS<br />IKEA EXPERIENCE<br />
  28. 28. What is the IKEA Experience?<br />Low-Cost.<br />Efficient.<br />“Live with your furniture before it lives with you…”<br />DO-IT-YOURSELF<br />For everyone.<br />Well-Designed. Modern.<br />Swedish <br />meatballs.<br />Functional.<br />
  29. 29. Design your own room <br />
  30. 30. Brand Positioning<br />stylish<br />Budget<br />Higher-end<br />traditional<br />
  31. 31. Branding Recommendation<br />To Jetsetters,<br />Hotell IKEA is the brand of mid-price hotels, that better delivers a unique and affordable hotel experience.<br />Because:<br /><ul><li>Well-designed IKEA furniture
  32. 32. Swedish Restaurant
  33. 33. Eco-friendly</li></li></ul><li>Hotels Considered for Leisure<br />
  34. 34. Pricing<br />Standard Rooms: $1192 Doubles / 1 KingThemed Rooms: $139Complimentary Design Your Own Room service for stay of 5 nights and above<br />Fluctuate 10%-20% seasonally<br />
  35. 35. Marketing Message<br />Insight: people enjoy the IKEA experience and the ability to customize their own rooms<br />Big Idea: Sell the IKEA experience and “design-your-own-room” feature<br />Tagline: Live IKEA.<br />
  36. 36. Media Plan<br />winter<br />fall<br />summer<br />spring<br />tv<br />tv<br />tv<br />tv<br />tv<br />tv<br />print<br />print<br />print<br />print<br />guerilla<br />guerilla<br />place-based<br />place-based<br />online<br />
  37. 37. Media Plan<br />winter<br />fall<br />summer<br />spring<br />Oprah<br />Ellen<br />Ghost Whisperer<br />Ellen<br />Oprah<br />Late Night with David Letterman<br />Oprah<br />Real Simple Shelter<br />Oprah<br />Lifestyle Publications<br />IKEA objects placed outdoor<br />IKEA objects placed outdoor<br />branded airport lonuges<br />branded airport lounges<br />online<br />
  38. 38. Print<br />One bed. Two bed.<br />Red bed. Blue bed.<br />Themed rooms. <br />Available at Hotell IKEA.<br />
  39. 39. Print<br />
  40. 40. Print<br />
  41. 41. OOH<br />
  42. 42. Online<br />
  43. 43. Sales Forecast<br />Total Market: Looked at market research reports to determine the size and growth forecasts of the US hotel industry<br />Awareness: Optimistic based on the innovative marketing campaign that will draw a large amount of attention to IKEA and our union with Marriott <br />
  44. 44. 3 Year Sales Forecast<br />
  45. 45. Low Awareness<br />
  46. 46. Low Trial<br />
  47. 47. Low Repeat<br />
  48. 48. Opportunities<br />Capture customer information<br />Target potential IKEA customers<br />Drive in-store sales<br />Leveraging Marriott expansion and renovations of existing Marriott hotels<br />
  49. 49.
  50. 50. Appendix<br />
  51. 51. TV Spots<br />Why?<br />Reaches mass audience within target market<br />Showcases “IKEA Experience” through sight and sound<br />Where?<br />Fox’s “House”<br />CW’s “Ellen”<br />CBS’s “Ghost Whisperer”<br />Late Show with David Letterman<br />Oprah<br />Travel-related programming<br />
  52. 52. Print<br />Why?<br />Target market defined by special interest<br />High-quality image is important<br />Where?<br />Oprah<br />Real Simple Shelter<br />Lifestyle publications<br />
  53. 53. Online<br />Why?<br />Want to create buzz<br />Want to provide information and collect feedback<br />Where?<br />diynetwork.com<br />hgtv.com<br />ivillage.com<br />oprah.com<br />IKEA website<br />PPC for select keywords<br />
  54. 54. Guerilla<br />Why?<br />Want to create buzz<br />Want to engage target audience in experience<br />Where?<br />sofas and curtains in bus shelters<br />pillows on bottom of playground slides<br />framing ‘missing cat’ fliers<br />adding cushions to park benches<br />
  55. 55. Place-based<br />Why?<br />Need situational, time-sensitive advertising<br />Create awareness among target market<br />Where?<br />branded IKEA lounges in airports<br />hotel promotions in IKEA stores<br />
  56. 56. Trial<br />Took the percentage of respondents that answered 6 and 7 on our survey<br />6: 25% <br />7: 16%<br />25 + 16 = 41%<br />how interested are you in an IKEA hotel?<br />
  57. 57. Availability<br />414 hotels in New York City (tripadvisor.com)<br />1/414 = .24% in the first year<br />Assumed amount of hotels per year would double<br />Assumed key city markets that we are entering are of similar size to NYC<br />
  58. 58. Repeat<br />Average number of nights at hotel per trip is 3.2<br />Consumers will be attracted by the price point and quality of hotel<br />

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