Integrated Marketing Communications campaign add a lot of value in a Digital and Global World. This is an example of an effective IMC campaign created for Bvlgari hotels and resorts.
The document provides an integrated marketing communications plan for Hotel Marisol in Coronado, California. It includes a SWOT analysis noting the hotel's strengths like its central location and renovated facility but also weaknesses such as small rooms and limited amenities. Research included interviews with visitors and competitors. The target market is couples ages 25-65 looking for a romantic getaway. Objectives are to create awareness and position the hotel accordingly. Tactics proposed include a website, PR, direct marketing, social media, and event sponsorships. Effectiveness will be measured through online metrics and promotional code tracking. The total budget is $75,000.
Created a marketing plan and to launch Victoria’s Secret in Iraq by associating the brand with weddings and the luxurious gift giving traditions that follow. Thus, making it more acceptable to enter the stores and purchase the lingerie.
This document outlines an integrated marketing communications plan for Red Bull to become the number one energy drink brand in the Korean market. It includes a situational analysis of the Korean energy drink market and Red Bull's position. A SWOT analysis and STP segmentation are presented. Integrated marketing objectives aim to increase market share among workers aged 30-50. The plan allocates budgets across advertising, sales promotion, public relations, events, and sponsorships with strategies like product placements, sampling events, sweepstakes, debates, and sports/e-sports sponsorships.
Rosewood Hotels & Resorts: Branding to Increase Customer Profitability and Li...Diptam Roy Choudhury
Rosewood Hotels & Resorts operates 19 luxury hotels across 11 countries. Founded in 1979 by Caroline Rose Hunt, Rosewood aims to create residential-style luxury hotels offering personalized service. Each Rosewood property embraces the brand's "A Sense of Place" philosophy reflecting the local history, culture and character. While Rosewood properties have individual appeal, consolidating under a single brand could increase cross-property usage from the current 5% to 10-15% enjoyed by corporate hotel brands, growing revenue and loyalty. However, some concerns include weakening the individual identity of historic properties and losing employees and guests attached to independently branded hotels.
Bulgari was founded in 1884 and operates in the luxury segment of jewelry, perfumes, watches, and hotels. In 2001, Bulgari diversified into the hotel sector with its Bulgari Hotel & Resort brand. The brand now has hotels in Milan, London, Bali, Tokyo-Osaka, Beijing, Dubai, Shanghai, Moscow, and more. The hotels are designed to provide memorable luxury experiences through high-quality design, service, and respect for local environments and cultures. The strategy involves diversification into additional products and services while also internationalizing to operate in the most luxurious destinations worldwide.
The document provides an analysis of Prada's brand strategy. It begins with a brief history of the brand from its founding in 1913 to its expansion globally in the 1990s under Miuccia Prada. It then performs a SWOT analysis, identifying strengths such as a loyal audience and global store presence, weaknesses like high reliance on leather goods, opportunities like growth in Asian markets, and threats from competitors. Finally, it proposes three strategic recommendations: expanding further into high-growth markets, enhancing its digital and online presence, and pursuing co-branding or product alliances with other fashion brands.
Rosewood Hotels & Resorts-The Case StudyNilav Patro
- Rosewood Hotels & Resorts is a luxury hotel management company headquartered in Dallas, Texas that was established in 1979. As of 2003, it had 12 hotels worldwide.
- The case examines issues facing Rosewood, including low brand recognition, emphasis on individual property brands not working, and intense competition from other luxury hotel brands.
- Rosewood's philosophy is creating a "sense of place" through design, service, and programming tailored to each property's location. However, most consumers did not know the Rosewood brand.
- Rosewood's CEO decided to adopt a corporate branding strategy to increase brand awareness and encourage multi-property stays, emulating the AmanResorts model of developing
This document discusses the brand identity of Cartier and a strategy for introducing the Chinese luxury brand Shang Xia to the European market. It outlines Cartier's core brand elements like its elegant products, symbols, and history of craftsmanship. It then provides Shang Xia's strategy to target wealthy consumers in Europe seeking unique Chinese cultural luxury goods through limited edition products, boutiques in luxury areas, and communication of its contemporary design.
The document provides an integrated marketing communications plan for Hotel Marisol in Coronado, California. It includes a SWOT analysis noting the hotel's strengths like its central location and renovated facility but also weaknesses such as small rooms and limited amenities. Research included interviews with visitors and competitors. The target market is couples ages 25-65 looking for a romantic getaway. Objectives are to create awareness and position the hotel accordingly. Tactics proposed include a website, PR, direct marketing, social media, and event sponsorships. Effectiveness will be measured through online metrics and promotional code tracking. The total budget is $75,000.
Created a marketing plan and to launch Victoria’s Secret in Iraq by associating the brand with weddings and the luxurious gift giving traditions that follow. Thus, making it more acceptable to enter the stores and purchase the lingerie.
This document outlines an integrated marketing communications plan for Red Bull to become the number one energy drink brand in the Korean market. It includes a situational analysis of the Korean energy drink market and Red Bull's position. A SWOT analysis and STP segmentation are presented. Integrated marketing objectives aim to increase market share among workers aged 30-50. The plan allocates budgets across advertising, sales promotion, public relations, events, and sponsorships with strategies like product placements, sampling events, sweepstakes, debates, and sports/e-sports sponsorships.
Rosewood Hotels & Resorts: Branding to Increase Customer Profitability and Li...Diptam Roy Choudhury
Rosewood Hotels & Resorts operates 19 luxury hotels across 11 countries. Founded in 1979 by Caroline Rose Hunt, Rosewood aims to create residential-style luxury hotels offering personalized service. Each Rosewood property embraces the brand's "A Sense of Place" philosophy reflecting the local history, culture and character. While Rosewood properties have individual appeal, consolidating under a single brand could increase cross-property usage from the current 5% to 10-15% enjoyed by corporate hotel brands, growing revenue and loyalty. However, some concerns include weakening the individual identity of historic properties and losing employees and guests attached to independently branded hotels.
Bulgari was founded in 1884 and operates in the luxury segment of jewelry, perfumes, watches, and hotels. In 2001, Bulgari diversified into the hotel sector with its Bulgari Hotel & Resort brand. The brand now has hotels in Milan, London, Bali, Tokyo-Osaka, Beijing, Dubai, Shanghai, Moscow, and more. The hotels are designed to provide memorable luxury experiences through high-quality design, service, and respect for local environments and cultures. The strategy involves diversification into additional products and services while also internationalizing to operate in the most luxurious destinations worldwide.
The document provides an analysis of Prada's brand strategy. It begins with a brief history of the brand from its founding in 1913 to its expansion globally in the 1990s under Miuccia Prada. It then performs a SWOT analysis, identifying strengths such as a loyal audience and global store presence, weaknesses like high reliance on leather goods, opportunities like growth in Asian markets, and threats from competitors. Finally, it proposes three strategic recommendations: expanding further into high-growth markets, enhancing its digital and online presence, and pursuing co-branding or product alliances with other fashion brands.
Rosewood Hotels & Resorts-The Case StudyNilav Patro
- Rosewood Hotels & Resorts is a luxury hotel management company headquartered in Dallas, Texas that was established in 1979. As of 2003, it had 12 hotels worldwide.
- The case examines issues facing Rosewood, including low brand recognition, emphasis on individual property brands not working, and intense competition from other luxury hotel brands.
- Rosewood's philosophy is creating a "sense of place" through design, service, and programming tailored to each property's location. However, most consumers did not know the Rosewood brand.
- Rosewood's CEO decided to adopt a corporate branding strategy to increase brand awareness and encourage multi-property stays, emulating the AmanResorts model of developing
This document discusses the brand identity of Cartier and a strategy for introducing the Chinese luxury brand Shang Xia to the European market. It outlines Cartier's core brand elements like its elegant products, symbols, and history of craftsmanship. It then provides Shang Xia's strategy to target wealthy consumers in Europe seeking unique Chinese cultural luxury goods through limited edition products, boutiques in luxury areas, and communication of its contemporary design.
Gucci Snooze Brand Extension Presentation - Fall 2018Grace Taylor
Gucci Snooze is a brand extension into lounge and sleepwear created for my Global Sourcing class at SCAD in partnership with Paola Rios. The project covers the tech packs and costing for 10 garments, as well as the advertisements and event launch party for the extension.
The document provides a brand audit report for Coca-Cola from 2012. The report includes:
1) An inventory of Coca-Cola's brand elements, market segmentation strategies, supported marketing programs, points of difference/parity, brand mantra, portfolio, and organizational culture.
2) An exploratory analysis of Coca-Cola's brand attributes, brand knowledge, associations, promise, pricing, promotion strategies, social CRM strategy, and competitor (Pepsi) analysis.
3) A Customer-Based Brand Equity (CBBE) pyramid for Coca-Cola analyzing brand awareness, image, attributes, consumer judgments/feelings, and brand resonance.
Marriott International operates nearly 4,500 properties across 19 brands that target different market segments. The document discusses Marriott's brand portfolio strategy, including introducing multiple brands to maximize coverage in the hospitality industry. It provides details on Marriott's brands in luxury, lifestyle, signature, modern essentials, extended stay, and vacation clubs segments. Through new brands and emphasis on digital marketing, Marriott aims to attract different customer types at various price points.
Bottega Veneta: general overview and new business platform proposalAlba Romero Villa
Bottega Veneta is an Italian luxury leather goods house founded in 1966 that was purchased by Kering in 2001. It became famous for its unique leather weaving technique and introduced soft, deconstructed handbags. While it almost went bankrupt in the 1990s due to overuse of logos, it has since rebuilt its image based on craftsmanship, quality, exclusivity, and discrete luxury. The document discusses the brand's financial figures, competitors, strengths, weaknesses and provides two potential strategies - expanding existing brand extensions or launching a new outdoor lifestyle-inspired product category.
The beauty company Glossier has gained enormous popularity among millennials and Gen-Z since its launch in October 2014. Glossier celebrates the idea of real beauty in real life, providing its customers with customized affordable luxury beauty products. As a tech-savvy company, Glossier understands the power of social media in terms of product sales and promotion. The company also aims to lay foundation for a beauty movement of real women and real beauty. The recently launched Body Hero campaign is a great example reflecting Glossier’s mission.The global cosmetics industry is led by beauty conglomerates including Chanel, Coty, Estée Lauder, Kao, L’Oréal, LVMH and Shiseido. The growing middle class, product innovation and influencer marketing are listed as the three market drivers in the industry; while affordability, counterfeits, and toxic chemicals are part of the market challenges. This marketing plan aims to help Glossier settle key issues hindering the growth of the company.
This document discusses Jordan Vineyard & Winery's digital marketing strategy in the modern era. It emphasizes the importance of storytelling through various digital platforms like video, social media, and an interactive website. The strategy focuses on authentic brand communication through high-quality multimedia content that educates customers on Jordan's winemaking process and heritage. It aims to integrate digital tools across departments to engage customers and distributors through an agile new media approach.
This document provides a marketing plan for introducing a new afternoon tea menu at the Hilton Worldwide Hotel in Belfast. It includes a market audit analyzing the external environment and Hilton's internal resources. Key strategies identified are segmenting the target market and positioning the new product. Objectives are to introduce the new menu in February 2017 and identify new markets. The plan outlines the required resources and control measures to implement the new product.
Hilton Worldwide is one of the largest hospitality companies in the world, with over 3,800 hotels across 88 countries. It was founded in 1919 by Conrad Hilton and has grown to include 10 brands like Waldorf Astoria, Conrad, Hilton, DoubleTree, Embassy Suites, Homewood Suites, and Home2 Suites. Hilton follows a strategy of horizontal integration and operates hotels in various market segments from luxury to economy. It has experienced steady growth since its founding and continues expansion plans globally and in India.
Social Media Best Practices For Luxury Brands.
This research and best practices explains how luxury brands can best accomplish these goals in social media and offers solutions for particular challenges. Additionally, this guide presents case studies of luxury brands to illustrate the industry best (and worst) practices.
Research / Case Studies:
BLACKSTONE Digital Agency
http://www.BlackstoneIndonesia.com
This document provides a business plan for Starbucks to enter the Sri Lankan market. It begins with an overview of Starbucks globally and a PESTEL analysis of Sri Lanka. It then analyzes Starbucks' competitors and performs a SWOT and 5 forces analysis. The objectives are to open 50 outlets in 4 years and gain 75% market share. The target market is ages 18-40 in major cities. The marketing strategy discusses Ansoff matrix, segmentation, positioning, and the 7 P's. It outlines an action plan from 2013-2015 and concludes by stating Starbucks' mission in Sri Lanka.
Heineken is analyzing its positioning strategy in Spain to increase market share and growth. It segments the beer market and analyzes customer and management perceptions. It identifies 9 segments based on beer preferences and attributes. Recommendations include maintaining Heineken's premium positioning while strengthening appealing attributes. Cruzcampo should reposition to a younger audience as an everyday home and family beer to target new segments. Amstel will remain in its current position with low differentiation from other brands. The expected results are an 11.11% market share increase for both Heineken and Cruzcampo.
IMC 610 Integrated Marketing Communication Plan for KmartStephanie Marchant
Integrated Marketing Communications plan for Kmart. The target audience of female shoppers between the ages of 18 and 45 is the focus of the proposed campaign and a great deal of research has been completed to identify and utilize Kmart’s strengths, weaknesses, opportunities and threats to prepare a plan most beneficial to the organization. Objectives and tactics have been designed to fall in line with Kmart’s mission and values. This detailed plan includes marketing, creative, media, and public relations strategies, as well as direct marketing and sales promotions suggestions. A comprehensive budget and media plan flowchart map out the campaign and the proposed measurement and evaluation plan will assess the campaign upon completion.
This presentation gives you an insight into the world of The Ritz -Carlton and helps you understand via marketing fundamentals why designing and managing services are of utmost importance.
The document discusses Dove's brand strategy and positioning. It aims to redefine beauty standards and empower women by making them feel more confident and optimistic about their natural beauty. Dove products are designed to nourish skin and hair from within in order to repair damage and strengthen hair, reducing hair fall and breakage. The brand also runs an educational self-esteem project to help young people improve their self-esteem.
The document discusses the rebranding of the Godrej brand in India. Some key points:
- Godrej is an over 100 year old Indian conglomerate originally focused on locks but now diversified into many sectors.
- In 2008, Godrej conducted a brand valuation exercise and realized it needed to update its positioning to appeal more to modern youth. This led to a rebranding effort, including launching a new colorful logo.
- The rebranding was led by international consulting firm Interbrand and aimed to represent growth, innovation, and dynamism through the new visual identity.
- Adi Godrej, chairman of Godrej, said the new branding aimed to showcase they stand for more
This was a presentation created for a Strategic Brand Management module. The brief was to audit a brand, the brand which was chosen was the whiskey Johnnie Walker
Successful campaign of Bvlgari on social mediaYu Tang
Bvlgari ran social media campaigns on Chinese platforms Weibo and WeChat as well as Facebook to raise brand awareness among younger users. On Weibo and WeChat, they partnered with celebrities to share brand history and stories. This led to a spike in engagement when two spokeswomen announced their marriages while wearing Bvlgari rings. On Facebook, Bvlgari maintained control of their page to showcase their craftsmanship and artistic collaborations through visual media, gaining some success but less engagement than their Chinese campaigns.
This document provides an analysis of Marriott International, including its mission and vision statements, commitments, competitor profile matrix comparing it to Hilton, Starwood and Wyndham, Porter's five forces analysis of the hotel industry, value chain analysis of Marriott, SWOT/TOWS matrix, and three strategic recommendations. The analysis finds that Marriott has strong brand recognition and a diverse brand portfolio. It is expanding internationally and improving its financial ratios following a restructuring. Recommendations include partnerships in Asia and Brazil to expand markets and a new boutique hotel line in Canada.
April 2003
Toyota Prius; Marketing Communications Plan
Executive Summary
Full service agency “Oakly & Oakley” has been asked to prepare a three-year communications plan for
the Toyota Prius, which is to be launched in the UK. Market analysis identified the target market, which
consists of two groups: private and corporate buyers. Next to the demographic profile, three different
psychographic profiles amongst the private buyer and their media usage have been identified.
Consequently a communications strategy that makes use of these media has been created. The
strategy will use PR, Advertising, direct mail and Personal Selling. TV, Print, Outdoor and the Internet
will be the main media. The Creative strategy is designed to emphasize the unique selling points of the
Prius and weaken the target markets objections. The budget has been allocated, however it is
suggested to change the allocation from £3m yearly to £4m, £3m, £2m in the course of the three
years. The majority of the budget will be spent on TV and print advertising.
DIGITAL MARKETING STRATEGIES AND CHANNELS TO DRIVE DEMAND GENERATION AND ROIMohit Khare
Digital marketing has now been growing and evolving for more than a decade. The major components of
digital marketing are search engine optimization and advertising, email marketing, content marketing,
media placement (banner advertising), social media and advertising, affiliate marketing and mobile
marketing.
Gucci Snooze Brand Extension Presentation - Fall 2018Grace Taylor
Gucci Snooze is a brand extension into lounge and sleepwear created for my Global Sourcing class at SCAD in partnership with Paola Rios. The project covers the tech packs and costing for 10 garments, as well as the advertisements and event launch party for the extension.
The document provides a brand audit report for Coca-Cola from 2012. The report includes:
1) An inventory of Coca-Cola's brand elements, market segmentation strategies, supported marketing programs, points of difference/parity, brand mantra, portfolio, and organizational culture.
2) An exploratory analysis of Coca-Cola's brand attributes, brand knowledge, associations, promise, pricing, promotion strategies, social CRM strategy, and competitor (Pepsi) analysis.
3) A Customer-Based Brand Equity (CBBE) pyramid for Coca-Cola analyzing brand awareness, image, attributes, consumer judgments/feelings, and brand resonance.
Marriott International operates nearly 4,500 properties across 19 brands that target different market segments. The document discusses Marriott's brand portfolio strategy, including introducing multiple brands to maximize coverage in the hospitality industry. It provides details on Marriott's brands in luxury, lifestyle, signature, modern essentials, extended stay, and vacation clubs segments. Through new brands and emphasis on digital marketing, Marriott aims to attract different customer types at various price points.
Bottega Veneta: general overview and new business platform proposalAlba Romero Villa
Bottega Veneta is an Italian luxury leather goods house founded in 1966 that was purchased by Kering in 2001. It became famous for its unique leather weaving technique and introduced soft, deconstructed handbags. While it almost went bankrupt in the 1990s due to overuse of logos, it has since rebuilt its image based on craftsmanship, quality, exclusivity, and discrete luxury. The document discusses the brand's financial figures, competitors, strengths, weaknesses and provides two potential strategies - expanding existing brand extensions or launching a new outdoor lifestyle-inspired product category.
The beauty company Glossier has gained enormous popularity among millennials and Gen-Z since its launch in October 2014. Glossier celebrates the idea of real beauty in real life, providing its customers with customized affordable luxury beauty products. As a tech-savvy company, Glossier understands the power of social media in terms of product sales and promotion. The company also aims to lay foundation for a beauty movement of real women and real beauty. The recently launched Body Hero campaign is a great example reflecting Glossier’s mission.The global cosmetics industry is led by beauty conglomerates including Chanel, Coty, Estée Lauder, Kao, L’Oréal, LVMH and Shiseido. The growing middle class, product innovation and influencer marketing are listed as the three market drivers in the industry; while affordability, counterfeits, and toxic chemicals are part of the market challenges. This marketing plan aims to help Glossier settle key issues hindering the growth of the company.
This document discusses Jordan Vineyard & Winery's digital marketing strategy in the modern era. It emphasizes the importance of storytelling through various digital platforms like video, social media, and an interactive website. The strategy focuses on authentic brand communication through high-quality multimedia content that educates customers on Jordan's winemaking process and heritage. It aims to integrate digital tools across departments to engage customers and distributors through an agile new media approach.
This document provides a marketing plan for introducing a new afternoon tea menu at the Hilton Worldwide Hotel in Belfast. It includes a market audit analyzing the external environment and Hilton's internal resources. Key strategies identified are segmenting the target market and positioning the new product. Objectives are to introduce the new menu in February 2017 and identify new markets. The plan outlines the required resources and control measures to implement the new product.
Hilton Worldwide is one of the largest hospitality companies in the world, with over 3,800 hotels across 88 countries. It was founded in 1919 by Conrad Hilton and has grown to include 10 brands like Waldorf Astoria, Conrad, Hilton, DoubleTree, Embassy Suites, Homewood Suites, and Home2 Suites. Hilton follows a strategy of horizontal integration and operates hotels in various market segments from luxury to economy. It has experienced steady growth since its founding and continues expansion plans globally and in India.
Social Media Best Practices For Luxury Brands.
This research and best practices explains how luxury brands can best accomplish these goals in social media and offers solutions for particular challenges. Additionally, this guide presents case studies of luxury brands to illustrate the industry best (and worst) practices.
Research / Case Studies:
BLACKSTONE Digital Agency
http://www.BlackstoneIndonesia.com
This document provides a business plan for Starbucks to enter the Sri Lankan market. It begins with an overview of Starbucks globally and a PESTEL analysis of Sri Lanka. It then analyzes Starbucks' competitors and performs a SWOT and 5 forces analysis. The objectives are to open 50 outlets in 4 years and gain 75% market share. The target market is ages 18-40 in major cities. The marketing strategy discusses Ansoff matrix, segmentation, positioning, and the 7 P's. It outlines an action plan from 2013-2015 and concludes by stating Starbucks' mission in Sri Lanka.
Heineken is analyzing its positioning strategy in Spain to increase market share and growth. It segments the beer market and analyzes customer and management perceptions. It identifies 9 segments based on beer preferences and attributes. Recommendations include maintaining Heineken's premium positioning while strengthening appealing attributes. Cruzcampo should reposition to a younger audience as an everyday home and family beer to target new segments. Amstel will remain in its current position with low differentiation from other brands. The expected results are an 11.11% market share increase for both Heineken and Cruzcampo.
IMC 610 Integrated Marketing Communication Plan for KmartStephanie Marchant
Integrated Marketing Communications plan for Kmart. The target audience of female shoppers between the ages of 18 and 45 is the focus of the proposed campaign and a great deal of research has been completed to identify and utilize Kmart’s strengths, weaknesses, opportunities and threats to prepare a plan most beneficial to the organization. Objectives and tactics have been designed to fall in line with Kmart’s mission and values. This detailed plan includes marketing, creative, media, and public relations strategies, as well as direct marketing and sales promotions suggestions. A comprehensive budget and media plan flowchart map out the campaign and the proposed measurement and evaluation plan will assess the campaign upon completion.
This presentation gives you an insight into the world of The Ritz -Carlton and helps you understand via marketing fundamentals why designing and managing services are of utmost importance.
The document discusses Dove's brand strategy and positioning. It aims to redefine beauty standards and empower women by making them feel more confident and optimistic about their natural beauty. Dove products are designed to nourish skin and hair from within in order to repair damage and strengthen hair, reducing hair fall and breakage. The brand also runs an educational self-esteem project to help young people improve their self-esteem.
The document discusses the rebranding of the Godrej brand in India. Some key points:
- Godrej is an over 100 year old Indian conglomerate originally focused on locks but now diversified into many sectors.
- In 2008, Godrej conducted a brand valuation exercise and realized it needed to update its positioning to appeal more to modern youth. This led to a rebranding effort, including launching a new colorful logo.
- The rebranding was led by international consulting firm Interbrand and aimed to represent growth, innovation, and dynamism through the new visual identity.
- Adi Godrej, chairman of Godrej, said the new branding aimed to showcase they stand for more
This was a presentation created for a Strategic Brand Management module. The brief was to audit a brand, the brand which was chosen was the whiskey Johnnie Walker
Successful campaign of Bvlgari on social mediaYu Tang
Bvlgari ran social media campaigns on Chinese platforms Weibo and WeChat as well as Facebook to raise brand awareness among younger users. On Weibo and WeChat, they partnered with celebrities to share brand history and stories. This led to a spike in engagement when two spokeswomen announced their marriages while wearing Bvlgari rings. On Facebook, Bvlgari maintained control of their page to showcase their craftsmanship and artistic collaborations through visual media, gaining some success but less engagement than their Chinese campaigns.
This document provides an analysis of Marriott International, including its mission and vision statements, commitments, competitor profile matrix comparing it to Hilton, Starwood and Wyndham, Porter's five forces analysis of the hotel industry, value chain analysis of Marriott, SWOT/TOWS matrix, and three strategic recommendations. The analysis finds that Marriott has strong brand recognition and a diverse brand portfolio. It is expanding internationally and improving its financial ratios following a restructuring. Recommendations include partnerships in Asia and Brazil to expand markets and a new boutique hotel line in Canada.
April 2003
Toyota Prius; Marketing Communications Plan
Executive Summary
Full service agency “Oakly & Oakley” has been asked to prepare a three-year communications plan for
the Toyota Prius, which is to be launched in the UK. Market analysis identified the target market, which
consists of two groups: private and corporate buyers. Next to the demographic profile, three different
psychographic profiles amongst the private buyer and their media usage have been identified.
Consequently a communications strategy that makes use of these media has been created. The
strategy will use PR, Advertising, direct mail and Personal Selling. TV, Print, Outdoor and the Internet
will be the main media. The Creative strategy is designed to emphasize the unique selling points of the
Prius and weaken the target markets objections. The budget has been allocated, however it is
suggested to change the allocation from £3m yearly to £4m, £3m, £2m in the course of the three
years. The majority of the budget will be spent on TV and print advertising.
DIGITAL MARKETING STRATEGIES AND CHANNELS TO DRIVE DEMAND GENERATION AND ROIMohit Khare
Digital marketing has now been growing and evolving for more than a decade. The major components of
digital marketing are search engine optimization and advertising, email marketing, content marketing,
media placement (banner advertising), social media and advertising, affiliate marketing and mobile
marketing.
Social Media Marketing- Fashion Merchandising- Final Project AdrianQuinonesRivas
This is my final project for my Social Media Marketing Class. My career focus is Fashion Merchandising, so it is reflected throughout my entire project. This project includes posts analysis on Twitter, LinkedIn, Pinterest, and Facebook Business. Also, I have my two blog posts on Fashion Merchandising included in this project (these are already found in my "Articles" section of my LinkedIn profile).
The Buzz Community Manager Playbook outlines strategies to grow Humana's internal social network Buzz over the next year. It includes objectives around integration with company values, measuring return on investment, tracking key metrics, encouraging content creation and engagement, moderating discussions, cultivating relationships, holding events, integrating Buzz into business processes, improving the user experience, and assessing community health and maturity. The playbook provides over 20 strategies to meet these objectives, such as increasing membership, highlighting excellent content, recognizing top contributors, offering training, and continuously improving the platform.
This document is a table of contents and introduction for a guide about blogging and content strategy. It outlines that content marketing is an important strategy for businesses to grow and achieve their goals. However, most companies fail at content for three main reasons: they don't invest in quality content, they don't execute a strategy consistently, and they don't promote or optimize their content. The guide is split into three sections on planning, executing, and optimizing a content strategy to help companies avoid these pitfalls and succeed with content.
Understanding the travel consumers path to purchaseGabriela Otto
This document analyzes the travel consumer's path to purchase. It finds that consumers use multiple devices at different stages of research and booking. Desktops are still dominant for booking, but smartphones are growing rapidly. Search engines and OTAs are heavily used for research, while direct booking on brand sites and OTAs is increasing. Younger consumers are more likely to use smartphones for research and booking. The path to purchase is complex, so travel brands must optimize their presence across all devices and channels.
- The document is a workbook for learning Visualforce development on the Force.com platform. It contains 13 tutorials that cover topics like creating Visualforce pages, adding components, using controllers, templates, and customization.
- Each tutorial contains step-by-step instructions to create and modify pages through hands-on practice in a developer environment.
- The goal is to familiarize developers with the key features and capabilities of Visualforce through examples rather than building a complete application.
Benefits of Modern Cloud Data Lake Platform Qubole GCP - WhitepaperVasu S
IDC explains how data leaders are adopting cloud data lake platforms built by companies like Qubole and Google Cloud Platform to address the growing need for mission-critical analytics during COVID-19
https://www.qubole.com/resources/white-papers/benefits-of-modern-cloud-data-lake-platform-idc-qubole-gcp
"Data is the new oil"
We’ve all heard that before. Most people use the metaphor to communicate data’s value and criticality.
But when we hear that phrase (as we do, often), it triggers in us different thoughts. Both oil and data are naturally fluid and their
value means they are in demand. But they can also both be controversial, opaque and even fought over.
And of course dangerous if
mistreated.
These risks really all stem from one thing – data’s perception.
• Give your data an accurate context, and you remove its controversy.
• Make it readily intelligible, comprehensible and interrogable – for every user and you remove its confusion and ambiguity.
• If you free your data, putting it in the hands of the users who need it, then there are no battles to fight over it.
This document provides an excerpt from the MarketingSherpa Social Marketing ROAD Map Handbook, which presents a method for developing an effective social media strategy. The handbook is a step-by-step guide that includes research-based insights, worksheets, checklists, and case studies to help marketers map their social media strategy using a continuous improvement process called the Social Marketing ROAD Map. The ROAD Map stands for Research, Objectives, Actions and Devices, and provides a practical framework to achieve objectives through developing tactical plans and selecting appropriate social media platforms.
This is a report detailing my industrial placement year at Tomo Motor Parts Ltd. This report was submitted to Brunel University and formed the majority of my A+ result for the year.
Global Advertising Specialties Impression Study - 2014 Edition
A cost analysis of promotional products versus other advertising media released at the 2014 ASI Power Summit.
The J Paul Company http://www.jpaulco.com
This document provides an overview of a book about Microsoft Office 2010. It includes the table of contents, copyright information, and introductions to the book's chapters. The chapters cover envisioning possibilities in Office 2010, expressing yourself effectively and efficiently using new features in the Office applications, and collaborating in the Office and around the world using the suite's collaboration tools.
This document provides an overview of a book about Microsoft Office 2010. It includes the table of contents, copyright information, and discusses features for envisioning possibilities, expressing yourself effectively, and collaborating in Office and around the world. The summary explores new capabilities in Office 2010 for visual communication, teamwork, and working from anywhere using a variety of devices.
Expert social media marketer influencer Shahbaz905623
This document provides an overview of influencer marketing and using Instagram for influencer marketing. It discusses choosing a niche, focusing on a specific topic or audience. It also explains how Instagram works, the importance of the algorithm, and getting a business account to access more features. Tips are provided for an impactful bio, posting regularly, using hashtags, writing captions, analyzing audience metrics, and connecting with other influencers.
The document summarizes the results of a survey about inbound marketing in 2010. Three key findings are: 1) Inbound marketing channels continue to have dramatically lower costs per lead than outbound channels. 2) Social media and blogs are the fastest growing categories and have the lowest costs. 3) Over 40% of respondents have acquired customers through social media channels like Facebook and LinkedIn, showing they can directly generate leads.
This report summarizes a survey of 231 marketing professionals about inbound and outbound marketing strategies. It finds that:
1) Inbound marketing channels continue to be dramatically lower cost per lead than outbound channels, with a 60% lower cost.
2) Social media and blogs are the fastest growing categories in marketing budgets, up 67% year-over-year.
3) Three out of four inbound marketing channels have lower costs than any outbound channel.
This report summarizes a survey of 231 marketing professionals about inbound and outbound marketing strategies. It finds that:
1) Inbound marketing channels continue to be dramatically lower cost per lead than outbound channels, with inbound strategies costing 60% less.
2) Social media and blogs are the fastest growing categories for lead generation budgets, and are ranked as the lowest cost channels.
3) Businesses are successfully generating real customers through social media and blog marketing.
First Things First: Building and Effective Marketing Strategy
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Bvlgari hotels: an IMC plan
1. 10.04.2017
Integrated Marketing Communications in a Digital and Global World
Lecturer: David Taylor
Word count: 6409
Word count excluding references and figures: 4570
Sabiha Alam W 158612581
Sofya Fominova W 162176691
Luisa Krain W 161375291
Sofya Kravchenkow W 160816171
Xuanyi Liu W 161389841
2. Table of Contents
1. Background .................................................................................................................................. 1
1.1. The Company and the Brand.....................................................................................1
1.1.1. Overview (The brand’s sector) ...............................................................................1
1.1.2. STP Analysis..........................................................................................................4
1.1.3. The Product Life Cycle...........................................................................................6
1.1.4. The Brand Aura of Bulgari Hotels ..........................................................................7
1.1.5. Specify your budget to get the job done.................................................................7
1.2 The Market....................................................................................................................8
1.2.1. Market segments and sector growth, trends ..........................................................8
1.2.2. Consumer buying behaviour within the market ......................................................8
2. SWOT Analysis ............................................................................................................................ 9
3. The Competition ...................................................................................................................... 10
4. The Challenge ........................................................................................................................... 11
4.1 Challenges and opportunities ..................................................................................11
4.2. Where do we want to be? What do we want to improve?.....................................12
5. Sales Objectives ....................................................................................................................... 12
6. Marketing Objectives ............................................................................................................. 12
7. Marketing Communication Objectives: ........................................................................... 12
8. Marketing Communication as a tool to achieve the objectives ............................... 12
9. Development of Bulgari Hotels marketing communication strategy .................... 13
9.1. Marketing Communication Strategy .......................................................................13
9.2. The Creative Theme and Idea ..................................................................................13
9.3. Print Advertisements and Advertorials ..................................................................14
9.4. Digital Marketing.......................................................................................................18
9.4.1. Search..................................................................................................................18
9.4.2. Short film commercial...........................................................................................19
9.4.3. Celebrity Endorsement.........................................................................................24
9.4.4. Social Media.........................................................................................................24
9.4.5. Blogs ....................................................................................................................27
9.4.6. Influencer Marketing.............................................................................................28
9.5. Public Relations........................................................................................................29
9.5.1. PR Objectives ......................................................................................................29
9.5.2. PR plan ................................................................................................................29
9.5.3. Events ..................................................................................................................31
9.6. Partnerships..............................................................................................................37
10. Media Objectives ................................................................................................................... 38
10.1. Media Selection.......................................................................................................38
10.2. Media Budget ..........................................................................................................39
10.3. Media Schedule.......................................................................................................40
11. References .............................................................................................................................. 42
12. Appendices ............................................................................................................................. 45
3. Table of Figures
Figure 1: Existing Bulgari hotel branches, based on Bulgari.com, produced by authors. .......2
Figure 2: Future Bulgari hotel branches, based on Bulgari.com, produced by authors. .........3
Figure 3: Customer profile based on geographic, demographic, behavioural and
psychographic characteristics. ................................................................................................4
Figure 4: Product Life Cycle of Bulgari Hotels & Resorts, produced by authors. ....................6
Figure 5: Aspects of Bulgari Hotels & Resort’s Brand Aura. ...................................................7
Figure 6: Growth of luxury travel trips by distance, p. 11. .......................................................8
Figure 7: SWOT analysis. .....................................................................................................10
Figure 8: Perceptual map, produced by authors. ..................................................................11
Figure 9: Bulgari print advertisement Bulgari London ...........................................................15
Figure 10: Bulgari print advertisement Bulgari Bali ...............................................................16
Figure 11: Bulgari print advertisement Bulgari Milan.............................................................16
Figure 12: Google Adwords estimated price per engagement. .............................................19
Figure 13: Youtube Ads Affinity audiences setting................................................................20
Figure 14: Story board for online advertising spot.................................................................23
Figure 15: Estimated cost for the short film commercial. ......................................................23
Figure 16: Celebrity endorsement: Winnie Harlow................................................................24
Figure 17: Images of possible outcomes of collaborations on Instagram. ............................27
Figure 18: Possible Blog entry. .............................................................................................28
Figure 19: Public Relations plan............................................................................................30
Figure 20: Example of an Editorial. .......................................................................................31
Figure 21: “The Glam” Event Invitation. ................................................................................32
Figure 22: “The Glam” Event Invitation. ................................................................................33
Figure 23: Digital exhibition space at “The Glam” events......................................................34
Figure 24: Model showcasing jewellery.................................................................................34
Figure 25: Canapés and refreshments..................................................................................35
Figure 26: Social elites and brand ambassador Bella Hadid attending the events. ..............35
Figure 27: Formal dinner setting. ..........................................................................................36
Figure 28: Event gift bag. ......................................................................................................36
Figure 29: Estimated cost for “The Glam” events..................................................................37
Figure 30: Quintessentially Travel Concierge recommending Bulgari Hotels & Resorts. .....38
Figure 31: Estimated Media Budget. .....................................................................................40
Figure 32: Media Schedule, June 2017-May 2018................................................................41
4. 1
1. Background
1.1. The Company and the Brand
1.1.1. Overview (The brand’s sector)
Founded in 1884 as a stand-alone jewellery shop in Rome, today Bulgari’s brand is
globally well-recognised across several industries, including timepieces, accessories,
perfumes and luxury restaurants, hotels and resorts (Bulgari, 2017). In 2011, Bulgari was
acquired by LVMH for £2.8 billion (Palmer, 2012), which further enriched its luxury potential.
Within the hotel industry, currently, the Bulgari Group owns hotels in the most prestigious
locations of the most luxurious resort destinations such as Milan, London and Bali (Yatzer,
2013). The company is planning to expand further and open four more hotels in Shanghai,
Beijing and Dubai in 2017 and Moscow in 2019.
5. 2
Figure 1: Existing Bulgari hotel branches, based on Bulgari.com, produced by authors.
6. 3
Figure 2: Future Bulgari hotel branches, based on Bulgari.com, produced by authors.
7. 4
In 2001, Bulgari formed a joint venture with Marriott International (the luxury hotel
division of the Marriott group) to enter the hospitality industry (Intermonte Securities, 2001).
This collaboration allowed both companies to focus on their strengths - Bulgari is in charge
of catering and interior design, while Marriott is the hotel operator and a management
company (ibid.).
1.1.2. STP Analysis
Having carefully segmented the market for the current campaign based on
geographic, demographic, behavioural and psychographic factors, the following segment
has been identified as the most actionable for Bulgari Hotels & Resorts.
Customer Profile
Geographic UK residents & visitors
Demographic
Age 25-55
Gender Female
Household Income £100K +
Education Well educated
Socio-economic class AB
Behavioural
User status Past, existing, potential
Benefits sought Luxury experience, access to
exclusive places in cities
Occasion Leisure, special occasions
Usage rate Light - medium
Psychographic
VALS typology Believers, Achievers
Personality Upscale, sophisticated and
discerning travellers, consumer’s
need for uniqueness
Figure 3: Customer profile based on geographic, demographic, behavioural and psychographic
characteristics.
8. 5
According to Canocchi (2016), 1.2 million of the population in the UK earn more than
£100k a year. Further, it is forecasted that the percentage of UK personal wealth held by
women will be constantly increasing and can reach 60% by 2025 (Kyriakidis, 2008). This
figure and the financial development of this segment result in the targeting efforts of Bulgari
Hotels & Resorts mainly being aimed at females within the UK upper class, because their
economic power is rapidly growing and they experience increasing wealth (ibid.). This also
shows that the proposed segment is clearly identifiable and accessible by using sufficient
integrated marketing methods.
Even though this segment appears to be relatively small, its high purchasing power
and stability (over time) allow to anticipate a steady contribution and demand. Therefore, the
target market selection strategy for the campaign is concentrated marketing, providing
absolute luxury within this niche segment. Further, this proves for the segment to be
profitable.
Based on this segmenting and targeting process the following positioning strategies
will be applied to reach the chosen market segment: by benefits and by user. The integrated
marketing communications campaign will communicate the distinctive benefit of staying at
the Bulgari Hotels & Resorts to past, present and potential customers, based on the
distinctiveness and very high service level, guests experience. Moreover, the hotel offers
customers a high-end class wellness retreat in a quiet and private environment, exclusively
for high-end upmarket customers. Therefore, Bulgari hotels are located in the most
privileged areas and offer only the latest standards and designs, concerning environmental
friendly construction and technologies (Bulgari, 2017) to its customers, which also adds to
this exclusive and one-in-a-kind experience.
Positioning statement
For the upmarket customer, Bulgari offers an exclusive environment for its guests to
relax and unwind in an atmosphere of luxury, culture, and unparalleled comfort.
9. 6
1.1.3. The Product Life Cycle
Figure 4: Product Life Cycle of Bulgari Hotels & Resorts, produced by authors.
Bulgari Hotels & Resorts is at the growth stage of the product life cycle, as the first
hotel was built in 2004 and the company is currently expanding its empire into Dubai, China
and Russia (CPP-LUXURY.com, 2016). According to Beghelli (2016), the Bulgari Group’s
revenue increased 10% from 2013 to 2014, which indicates its position at the point of growth
of the product life cycle.
10. 7
1.1.4. The Brand Aura of Bulgari Hotels
The brand aura of Bulgari Hotels & Resorts is reflected in all aspects of the design
concept, as shown below:
Physical
Appearance
Bulgari Hotels & Resorts are located in the most prestigious
neighbourhoods in each destination. Every property is created in a bold,
sleek and contemporary design, balancing Italian architecture with a
strong reference to the local cultures.
Functional
Attributes
A small number of rooms ensure the delivery of world-class personalised
services. All luxurious facilities are equipped with superior attention to
quality. Green initiatives are incorporated in the unique design to achieve
high standards of environmental sustainability.
Personality
of the Brand
Sustainable luxury and timeless glamour. Balancing contemporary,
traditional, innovative, exclusive, elegant and stylish elements that
transcend Bulgari’s Italian heritage.
Reflected
Values
Sophisticated, discreetly luxurious experience.
“I want to surround myself only with other people from a creative
community of my social class. I want to be pampered during the stay.”
Brand
Essence
Offering an outstanding world-class hospitality experience with absolute
luxury, exclusivity and timeless glamour.
Figure 5: Aspects of Bulgari Hotels & Resort’s Brand Aura.
1.1.5. Specify your budget to get the job done
The marketing budget is specified by LVMH and Marriott International Hotel Group by
allocating on average 10% of Bulgari Hotels & Resorts revenue. Budget for this campaign
was estimated to be £2,5 million.
11. 8
1.2 The Market
1.2.1. Market segments and sector growth, trends
Due to globalisation and an increasing disposable income, the traveling and hotel
industries experience a positive development and a favourable forecast (Worthington,
2016a). According to Bisht and Iqbal (2016), the global luxury travel market is expected to
reach $1,154 billion by 2022.
Figure 6: Growth of luxury travel trips by distance, p. 11.
While Western Europe will experience a rather small increase in tourism, Asia Pacific
stays the strongest area of destination (Euromonitor International, 2017). Within the market,
luxury hotels outperformed mid-priced and budget hotels and were less affected by private
rentals (ibid.). Moreover, ultra-luxury cruises experienced a boom, with the number of
passengers increasing by 10.7% since 2010 up to more than 26,000 passengers
(Worthington, 2016d).
1.2.2. Consumer buying behaviour within the market
Baby Boomers (aged between 51-69 years) build the majority of luxury travellers
(Bisht and Iqbal, 2016). Popular reasons for travelling, especially within this consumer
segment, are Second Honeymoon, Eco tourism, medical tourism, and adventure tourism
(ibid.). However, young travellers (aged 25-35) build a constantly growing segment. Old
Millennials are most likely to spend money on luxury holidays (McGivney, 2016). Not only
Millennials, but an increasing number of female ultra-high net worth individuals spend money
12. 9
on luxurious holidays (Barnato, 2016). This leads luxury hotels to focus more on Spa and
Wellness areas as well as “female-friendly” rooms with makeup desks and lifestyle
magazines (ibid.). Moreover, an increasing trend evolves from women travelling on their own
(ibid.). Therefore, many hotels have increased security standards and women-only floors
(ibid.).
Further, it became common to arrange weekend trips to close, but international
destinations and enjoy a luxurious get-away (Worthington, 2016b). This works particularly
well with short trips to international fashion metropolises in order to enjoy a weekend of
shopping (Euromonitor International, 2017). For these trips consumers appear to be more
willing to spend more money in order to get a more enhanced or comfort-oriented approach
than the standard budget offering (Worthington, 2016b). Moreover, “experiential luxury”,
such as feeling, seeing or doing something different and experiencing new things is
prioritised by consumers, instead of having many material things (Euromonitor International,
2017).
With an increasing awareness of climate related issues and concerns about
environmental developments of consumers, consumer demands shifted towards conscious
luxury and therefore addresses more eco-friendly and natural products and services
(Euromonitor International, 2017). This accounts especially for travellers from the
generations X and Y (Freed, 2013).
2. SWOT Analysis
Strengths
● Fundamental know-how in hotel
operations due to being part of the
well-known Marriott International
Hotel Group
● Vast resources from both LVMH and
Marriott International Hotel Group
(financial; established relationships
with existing suppliers, etc.)
● Exclusivity and signature style of the
strong Bulgari brand identity
● High brand awareness and
recognition of both Marriott and
Weaknesses
● Co-dependency as a result of JV
○ Lack of control and lack of trust
○ Conflicts arising over strategies
○ Decisions over resource
allocation
13. 10
Bulgari
● Environmental-friendly design
Opportunities
● Rising trend for luxurious get-aways
● Expansion to Chinese, Middle
Eastern and Russian markets due to
growing economy in these countries
● “Experiential luxury” becomes more
important than material goods
Threats
● Online marketplace for private vacation
rentals (such as Airbnb)
● Brexit might have a negative influence
on UK residents’ purchasing power
● Political environment in the country of
destination and fear of terrorist attacks
● Threats from new market entrants
Figure 7: SWOT analysis.
3. The Competition
A premium traveller has a wide range of accommodation options, ranging from
boutique hotels to upmarket chains. Our research identified a broad range of hotels within a
similar price point, with main differentiation originating from two sources: the type of the hotel
(eg. boutique vs chain) and its style (traditional vs modern).
The premium market is mainly saturated in two distinct segments: (a) larger hotel
chains with exceptional service, tradition, and classy feel (such as The Ritz, Savoy); and (b)
boutique hotels with a more modern feel and a trendy touch (such as Nobu, Armani). In this
highly competitive landscape, Bulgari Hotels & Resorts currently encompass a balanced
approach, creating an appeal for travellers regardless of their style preference.
A new category of hotels is actively emerging as a result of established brands
across multiple non-hospitality sectors adding hotel brands to their portfolio, such as Armani
and Versace from the Fashion industry, and Nobu from the Food & Entertainment industry.
14. 11
Figure 8: Perceptual map, produced by authors.
4. The Challenge
4.1 Challenges and opportunities
Since the first Bulgari hotel was built in Milan in 2004 (Bulgari, 2017) the brand flourished
and developed into one of the leading luxury hospitality groups. However, Bulgari Hotels &
Resorts faces certain challenges affecting its overall success.
Even though the mother company, Bulgari, highly benefits from its high brand awareness
(Beglova, 2013), Bulgari Hotels & Resorts struggle to link the hotel to the jewelry's excellent
glamorous reputation. Compared to other Boutique Hotels like Palazzo Versace or Armani
Hotel, whose mother companies already entered the furniture and interior design market, the
link from Bulgari’s jewelry to the hospitality market might seem harder to establish.
15. 12
A rather weak social media presence fails to communicate the brand essence effectively and
therefore, does not contribute to a vivid positive Word-of-Mouth. This can be improved by
initiating a integrated marketing communications campaign.
4.2. Where do we want to be? What do we want to improve?
Currently, Bulgari appears to be a bit too discrete and appeals to a rather old audience. In
order to appeal to a younger audience, Bulgari Hotels & Resorts aims to change the
perception of the brand slightly and targets to be seen as more stylish and daring. Also,
brand awareness should be increased in order to appeal to young successful women’s top
of mind. A distinctive communication of Bulgari Hotel & Resort’s lifestyle will be implemented
in the campaign and links this lifestyle with the brand and the hotel’s offers.
5. Sales Objectives
● To increase overall revenue of Bulgari Hotels & Resorts by 2%
● To increase sales of Bulgari Hotels & Resorts amongst 25-35 year old by 5%
6. Marketing Objectives
● To adapt Bulgari Hotels & Resorts brand personality to the brand’s shift towards a
younger customer segment
● To increase brand awareness by 15%
● To increase occupancy rate of Bulgari Hotels & Resorts by 10%
7. Marketing Communication Objectives:
● To use public relations and advertising strategies in order to reach the target
audience and build a better relationship with these customers
● To improve social media appearance to better communicate with younger customers
(25-35 years old)
● To enable at least 25% of the targeted audience to associate Bulgari Hotels &
Resorts with its’ brand values
8. Marketing Communication as a tool to achieve the objectives
The campaign will aim to establish a stronger brand for the Bulgari Hotels & Resorts
by showcasing brand’s focus on delivering luxury experiences that are highly desirable to
affluent customers.
16. 13
The integrated marketing communications approach is used to ensure consistency of
messaging across multiple touchpoints and communication channels. This approach will
both expand the number of avenues that are used to connect with customers, and will aim to
create a straightforward association of the brand with the glamorous lifestyle, further
amplifying awareness and brand recall.
Since Bulgari itself is an established brand, the aim of the campaign shall be to
generate awareness for the hospitality branch of the business, and specifically connect
Bulgari’s image to travel, and create an association between the brand and a prospective
customer’s next trip. To do so, a consistent messaging will be used in advertising and
advertorials within travel-related magazines, blogs and digital sources. Also, more visual
cues, memorable slogans and taglines appearing throughout the campaign will make the
brand stick in customers’ mind.
The use of emerging channels, such as social media, will attract a younger, forward-
thinking clientele, satisfying the objective of the campaign. An interaction on social media
typically involves a subscription to brand’s updates (‘Follow’), allowing Bulgari Hotels &
Resorts to establish an ongoing engagement channel to consistently communicate brand
values to once-engaged audience, ensuring higher retention and deeper relationship with
customers.
9. Development of Bulgari Hotels marketing communication strategy
9.1. Marketing Communication Strategy
Bulgari Hotels & Resorts marketing communication campaign is aimed to strengthen
the brand’s identity and create a link between the consumer’s wants and the brand values.
Therefore, it can be considered a brand image strategy.
The campaign will be aimed to enhance the exclusive, however positive image of the brand.
Moreover, the marketing communications tools elaborated below will be used to increase
brand awareness among the consumer target segment and to create a distinct brand image
within this segment.
9.2. The Creative Theme and Idea
To communicate the brand’s message, the following creative theme was developed.
Also, the following sections will elaborate on which advertising communications tool will be
used and how and why they will be applied.
17. 14
Campaign theme: “The Glam Getaway”
The campaign is designed to attract young and affluent female audiences, who
appreciate fine lifestyle and are in search for new experiences to share with their peers. The
unifying theme of this campaign will be implemented across media choices and
communicates the brand essence:
● Outstanding world-class hospitality
● Absolute luxury and exclusivity
● Timeless glamour
“The Glam Getaway” and “Indulge in Glamour” will be key points of this campaign’s
communication. Their fit and effectiveness are based on the following aspects:
● Bulgari Hotels & Resorts offers an ultimate luxury experience in fashion metropolises
● Glamour is one of Bulgari Hotel’s core values and therefore, connects the
consumers’ wants with the brand
● Glamour differentiates Bulgari Hotels & Resorts from its competitors and offers a
sustainable advantage based on highest service levels and ultimate exclusiveness
and luxury
Tone of voice
The tone of voice is based on Bulgari Hotels & Resorts core values: luxurious,
sophisticated, exclusive.
9.3. Print Advertisements and Advertorials
Printed advertising allows to communicate the idea behind the brand and its image.
The contents of the printed advertising highlights the features of the brand and its values.
The target audience of the magazines for Bulgari Hotels & Resorts are mainly female, who
are drawn to the luxury experiences and world class personalised service. Bulgari is mainly
known for its jewellery, while the hospitality brand is still unrecognised by some. Therefore,
the aim of the printed advertising is to change consumer perception and increase hospitality
brand awareness.
19. 16
Figure 10: Bulgari print advertisement Bulgari Bali
Figure 11: Bulgari print advertisement Bulgari Milan
20. 17
Luxury Travel Magazine Conde Nast Traveller
Conde Nast Traveller is an exclusive magazine that has an authority on Luxury
Travel and Lifestyle in the UK. Being one of the highest circulating monthly magazines in the
UK, Conde Nast Traveller is read by intelligent and high-spending customers, interested in
unique and luxurious travel experiences. 55% of core buyers of the magazine are women.
The average age of readers is 45 years. 78,131 copies are sold monthly which allows
Bulgari Hotels & Resorts to reach a significant number of target customers. (Information
based on Condé Nast Traveller Kit 2017)
The ads will appear in three issues which are most related to the destinations of Bulgari
Hotels & Resorts: London, Milan and Bali:
● July/August - “The Hot List”
● November - “Holiday Fashion & Beauty”
● January/February - “The Gold List”
The cost to advertise in this magazine on the first right hand side account for £14,526 per
issue.
Harrods Magazine
Harrods Magazine is the premium lifestyle title celebrating luxury goods and
experiences. Mailed directly to top-spending Harrods customers, distributed at premium
events, including London Fashion Week, as well as made available in-store, circulation of
the magazines reaches 60-65,000 copies per issue. The magazine readership is 351,786
per issue; 75% of readers are females and 21% of readers live within 1.5 miles from
Harrods. (Information based on Harrods Publishing Media Kit 2017)
Harrods Magazine will have a powerful influence on the buying behaviour of London
elite and therefore, is believed to be a good publication to advertise in.
The ads will appear in two issues which are considered to be most relevant to the
experiences provided by the Bulgari Hotels & Resorts.
● July - “Harrods Travel and July Store Guide”
● February - “Harrods Magazine, Harrods Wedding Special and February Store Guide”
The cost of the right hand premium ad is £12,700 per issue.
21. 18
First (British Airways onboard magazine)
First is a quarterly magazine produced by British Airways exclusively for its First
Class customers, who are 229% more likely to earn €100,000 than an average affluent
european (British Airways, 2016). With a potential to reach more than 100,000 readers per
issue, 33% of which are females, First is seen as a magazine that reflect Bulgari’s clientele
interests and taste for the luxury lifestyle.
Full-page advertorials will be placed in each of the quarterly publications at the cost of
£52,185.
9.4. Digital Marketing
Due to a relatively young age of the target customer, it’s essential to establish a
presence across ever-popular digital channels (Mgdadvertising, no year).
9.4.1. Search
Search Engine Optimisation (SEO) should be utilised to place Bulgari Hotels &
Resorts at the top of search results for upmarket hotels, specifically focusing on luxury
gateways and fashion trips queries.
Search Engine Advertising (SEA) will also be pin-point targeted at the customers looking for
luxury hotels.
Due to the complexity of SEO and the requirements for ongoing maintenance, we
recommend to engage with an agency like Cartoozo (http://www.cartoozo.com/) to handle
SEO, SEA as well as achieve the best results in Pay-Per-Click-Management and Online
Reputation Management.
The range for the agency's services will vary depending on the season and activity of
other competitors, but will stay within £11,000 per month, including 10% advertising spend
commission for campaign management.
Based on the keyword analysis via Google Adwords, the estimated cost per one paid
SEA click is between £1.3 and £4. Based on the average search volumes, we estimate
10,000 clicks per month – adding further £30,000 to monthly paid search budget.
22. 19
Figure 12: Google Adwords estimated price per engagement.
9.4.2. Short film commercial
As part of the integrated digital marketing promotion, a short film commercial will be
employed to communicate the campaign idea online. The application of digital marketing can
facilitate data collection as well as measure the accurate statistical audience response rate.
The purpose of this promotion tactic is to increase brand awareness through offering exciting
digital content, to build a stronger connection with the customers, and increase traffic to the
hotel website.
Key message
Indulge you and your friends in a glamorous getaway and discover the cities
exclusively with Bulgari.
The entire film will be three minutes long, featuring the existing Bulgari Hotels &
Resorts in Milan, London and Bali, as well as exclusive city sceneries respectively to
showcase the hidden gems of every city. The film will be a combination of three individual
films featuring each hotel. The exclusive views and services that can be offered from
Bulgari.
The full commercial will be placed in the Bulgari Hotels & Resort official website
home page section and existing hotel Youtube channel, each small series of the commercial
featuring different hotel branches in different cities will be separately placed on their
webpages respectively. Furthermore, a series of 15 seconds clips will be made from the film
23. 20
to be displayed on established social media accounts including Facebook, Instagram and
Twitter throughout the entire period of the campaign. The existing customers will also be
directly emailed with the information of the new campaign and a link to watch the film.
Additionally, a 30 seconds shorter version of the film highlights will be deployed by the
following Youtube services:
• In Streaming ads: this will play for five seconds before the customers can skip it
and view the selected videos. Before publishing the commercial, the targeted
affinity audience will be customised to “luxury/travel” category on Youtube settings
for a more personal reach out. This service is cost free unless the entire film is
played. A budget of £10,000 will be allocated to this case.
• In Search ads: the link to the film will be shown only when users search a
particular subject or word related to the commercial. This service only costs when
users decide to click and play the film.
Figure 13: Youtube Ads Affinity audiences setting.
Models: Four young female models.
Dress style: Stylish and elegant.
Film style: Romantic, glamorous and dreamy.
A simple film storyboard is shown below:
26. 23
Figure 14: Story board for online advertising spot.
Estimated cost for the short film commercial
No. of locations Cost Per Location Total
Models 3 £4,000 £12,000
Make-up artists 3 £2,000 £6,000
Film director 3 £3,000 £9,000
Art director 3 £2,000 £6,000
Video equipment 3 £3,000 £9,000
Production team 3 £30,000 £90,000
Total cost £132,000
Figure 15: Estimated cost for the short film commercial.
27. 24
9.4.3. Celebrity Endorsement
Winnie Harlow has been chosen to star in the Bulgari Hotels & Resorts short film
commercial as her personality is highly appealing to the target audience. She has become
an inspiration to many women due to her courage and confidence. Willow is considered to
be a rising star and her presence in the commercial would be highly beneficial to Bulgari
Hotels & Resorts.
Celebrity Endorsement
Full Name Winnie Harlow (Chantelle Brown-Young)
Bate of Birth July 27, 1994 (22 years old)
Nationality Canadian
Occupation Model
Career ● Modelling, starring in music videos
● Public Speaking: TED talks, YouTube
videos addressing her living with
vitiligo
Figure 16: Celebrity endorsement: Winnie Harlow
9.4.4. Social Media
Social media will be put into use to communicate the brand essence better, raise the
overall awareness and increase sales amongst the younger audience. Bulldog Social Media
Agency (http://bulldogsocialmedia.co.uk/) - a London based agency with extensive
experience in the luxury hospitality industry, shall be engaged as a social media
28. 25
management partner to increase the number of followers and engagement rate, build a
strong relationship with existing fans as well as turn them into long-term customers.
The agency bills on a monthly basis; and based on the proposed campaign, will
charge £14,000 per month. This fee will include the management of social media accounts
(including Facebook, Twitter, Instagram), development of #hashtag campaigns, and the
ongoing engagement with users who interact with the brand's digital identity.
9.4.4.1. Instagram
Instagram’s most active audience is well correlated with Bulgari Hotels & Resort’s
target market (Montali, 2016).
It's essential to create and maintain an active Instagram account, enabling hotel guests to
engage with the brand, share their content and experiences, and create a community.
Regular updates to the Instagram account will allow to improve brand recall and to
continuously engage with brand advocates, who are likely to further amplify the message by
sharing.
Instagram influencer marketing will be used as a powerful tool that utilises
endorsements from peers and celebrities to shape the brand’s image and generate
awareness. The proposed strategy includes an investment into influencer marketing
campaigns through an indirect engagement with relevant instagram pages, such as those of
celebrities and luxury lifestyle experts. Bulgari Hotels & Resorts will be mentioned by famous
and most-followed luxury travel bloggers such as The Travelista, Worldwanderlust,
Girlvsglobe as well as luxury lifestyle bloggers like RosieLondoner, SincerelyJules and
others.
Instagram hashtags like #TheGlamGetaway and #IndulgeInGlamour will be used.
The Bulldog Agency will be responsible for the ongoing management of Bulgari Hotels &
Resort’s Instagram account.
30. 27
Figure 17: Images of possible outcomes of collaborations on Instagram.
9.4.5. Blogs
Influencer marketing is a powerful strategy in luxury hospitality. A number of
specialised blogs exist that cover luxury travel, experiences and premium lifestyle -
attracting millions of monthly readers. However, the blogs are seeing a decline in
engagement amongst millennials, who prefer to explore on social media apps such as
Instagram (Montali, 2016).
More popular blogs, such as Luxury Travel and The Style Traveller, are charging
brands to appear on its front-page through an advertorial package.
Given the planned launch of the new hotels in the next year, Bulgari has an
opportunity to leverage organic content related to the new property launch in other
markets. Blogger outreach shall be included in a PR agency scope of work and their
existing retainer.
31. 28
Figure 18: Possible Blog entry.
9.4.6. Influencer Marketing
For both, Social Media campaigns and for Blogger outreach, an influencer
marketing technique should be employed. It is proposed to segment influencer marketing
into (a) paid; and (b) unpaid.
To attract bloggers and social media celebrities with more popular accounts, an
IMA Agency (http://imagency.com/) shall be retained with a £15,000 one-off budget to
attract and sponsor celebrity endorsements. The fee is inclusive of agency commission.
For unpaid influencer marketing, typically for influencers with less than 50,000
followers or readers, free hotel stays and benefits may be offered to attract such bloggers
to the property, in exchange for content creation.
32. 29
9.5. Public Relations
9.5.1. PR Objectives
● To establish high credibility for Bulgari Hotels & Resorts in terms of believability
and consumer trust.
● To ensure a positive coverage in relevant press and online media.
● To inform the relevant audience about upcoming events in order to expand the
customer base/ network
● To create a positive attitude amongst the workforce, to maintain an intrinsic
motivation of employees to positively influence the image and reputation of Bulgari
Hotels & Resorts.
9.5.2. PR plan
To efficiently build and develop the brand and establish a more sufficient source of
communication, Bulgari Hotels & Resorts seeks to develop and implement the following
Public Relations plan.
To reach relevant and a sufficient amount of journalists, Luxe PR Agency
(http://www.luxepr.com) shall be commissioned. This Public Relations agency specialises
in luxury lifestyle and hotels and allows Bulgari Hotels & Resorts to constantly be up-to-
date with its press appearances.
Internal
communication
To ensure the highest possible service and luxury experience for
customers, it is crucial for Bulgari Hotels & Resorts to constantly interact
with its employees and establish an ongoing and two-sided communication
about news and developments, arising issues and possible upcoming
changes.
Therefore, Bulgari Hotels & Resorts must send out newsletters to its
employees on a regular basis, informing them and encourages employees
to engage in the company’s development.
Further, semi-annual workshops could be implemented in order to improve
customer service, increase each other's understanding of every role within
the company and develop ideas to improve processes and techniques.
External
communication
Opening parties
Due to Bulgari Hotels & Resorts opening three new hotels in different
locations in 2017, each hotel opening should be accompanied by an
33. 30
opening-party. Exclusive guests, luxury travel and fashion bloggers,
individuals involved and relevant press will be individually invited to these
events and will be hosted on behalf of Bulgari Hotels & Resorts. Even
though these parties are primarily held to introduce the new facilities and
offerings, brand ambassadors of the Bulgari Group should be invited VIP
guests, in order to enhance Bulgari Hotels & Resorts shift towards a
younger female-oriented target segment. This would include models and
muses Bella Hadid and Lily Aldridge.
Jewellry presentation
Hotels in both, London and Milan will have an exhibition-like event for
invited guests, combining the prestigious glamorous reputation of Bulgari
jewellry and handbags with the exclusive service and luxury of Bulgari
Hotels & Resorts. Here again, brand ambassadors as well as exclusive
guests, luxury travel and fashion bloggers and relevant press will be
invited to attend the event.
Press interviews
Before and after the above mentioned events, press interviews
spokespersons will be held, to achieve a sufficient media coverage in
relevant press.
Press releases
Regular press releases will be published to international press to inform
interested individuals and compatible press about new developments to
gain higher media coverage.
Editorial
The collaboration with Luxe PR Agency enables Bulgari Hotels & Resorts
to initiate Editorials in A-list luxury travel magazines, like “A Rare World”
and Financial Times “How to Spend It” issues.
Figure 19: Public Relations plan.
34. 31
Figure 20: Example of an Editorial.
9.5.3. Events
One of the public relation communication tools is event promotion. The objectives
of event promotion at Bulgari Hotels & Resorts are to strengthen the brand reputation
association between the Bulgari Group and Bulgari Hotels & Resorts, to engage with the
loyal VIP customers, to generate new younger customers and increase sales through the
luxury experiences.
There will be two types of events throughout the whole year of campaign running.
Firstly, the exclusive annual VIP evening event “The Glam” in the London and Milan
hotels, celebrating the glamorous Bulgari heritage alongside showcasing the exceptional
35. 32
jewellery pieces and leather goods. In addition, there will be three celebration parties for
upcoming hotel openings in Beijing, Shanghai and Dubai.
9.5.3.1. “The Glam” VIP annual event.
“The Glam” event will be held in October 2017 at the London hotel and in March in
Milan to engage with customers due to the off peak seasons. The unique fold designed
invitation will be directly mailed to the top loyal customers, luxury magazine editor-in-
chiefs, A-list millennial social elites and bloggers. The current brand ambassadors Bella
Hadid and Lily Aldridge will also be at the events. The guest list size is designed to be 150
people.
Figure 21: “The Glam” Event Invitation.
36. 33
Figure 22: “The Glam” Event Invitation.
During “The Glam” event, there will be a small exhibition of Bulgari’s brand history
using digital technologies, as well as displaying the outstanding jewellery pieces on live
models in the room, followed by a formal dinner in the ballroom. Canapés and
refreshments will be provided throughout the exhibitions.
37. 34
Figure 23: Digital exhibition space at “The Glam” events.
Figure 24: Model showcasing jewellery.
38. 35
Figure 25: Canapés and refreshments.
Figure 26: Social elites and brand ambassador Bella Hadid attending the events.
39. 36
Figure 27: Formal dinner setting.
At the end of “The Glam” events, special curated gift bags with our partners’
beauty brands La Mer and Kanebo will be provided for the guests to take away with them.
After the events, there will be various press coverage published on existing social media
accounts such as Instagram and Twitter. Additional, press articles from press media and
bloggers online are expected to further raise the hotel brand awareness.
Figure 28: Event gift bag.
40. 37
Estimated cost for “The Glam” events
No. of Events Cost Per Event Total
Models 2 £5000 £10,000
Gift bags 2 £10,000 £20,000
Invitations 2 £1,000 £2,000
Food and beverage 2 £40,000 £80,000
Decorations 2 £10,000 £20,000
Digital production 2 £10,000 £20,000
Total cost £152,000
Figure 29: Estimated cost for “The Glam” events.
9.5.3.2. Opening parties in Shanghai, Beijing and Dubai
Due to the target market of this campaign mainly being the UK market, these
opening parties will not be suitable. However, they can be planned within a different
campaign targeting at the Chinese and Middle Eastern market. Thus this plan will not be
included in this report.
9.6. Partnerships
Bulgari Hotels & Resorts will partner up with Quintessentially Concierge service
that will recommend its private members to stay at the brand’s hotels. Bulgari’s target
market corresponds well with the audience of Quintessentially Concierge bespoke travel
members and thus, is believed to be a trusted partner. The exclusive invitations to Bulgari
Hotels & Resorts’ events will also be sent to Quintessentially’s member database.
41. 38
Figure 30: Quintessentially Travel Concierge recommending Bulgari Hotels & Resorts.
10. Media Objectives
● To gain a minimum reach of 65% of the target audience through the current
campaign
● To attain a frequency level of 3 within the 65% of the target audience
● To obtain at least 195 Gross Rating Points (GRPs)
10.1. Media Selection
• Print advertising
Despite the high cost, press advertising has a very high and especially tailored reach of a
selected consumer segment. The chosen publications prove to have a high share of
female readers and are therefore perfectly aligned with the campaign’s target segment.
• Internet advertising
Search Engine Advertising is cost-effective and allows to reach a vast number of
consumers in an efficient way. Further, Youtube also provides the opportunity to reach out
42. 39
to more affinity audiences interested in luxury travelling. This would help raise the brand
awareness with a more personal touch and generate potential new customers.
• Social Media & Influencer Marketing
Social media channels as well as collaborations with bloggers allow the brand to achieve
marketing objectives in a cost-effective way. These media sources are also relatively
easily to access and scalable in terms of reaching high numbers of potential customers.
10.2. Media Budget
The estimated cost of the given campaign for Bulgari Hotels & Resorts is £
2,155,163. This amount is aligned with the budget specified and therefore, is a suitable
investment in this campaign.
Channel Costs
Print advertisements in magazines
Conde Nast Traveller £43,578
Harrods Magazine £25,400
First (British Airways) £52,185
Luxury publications £700,000
Digital Marketing
Search Optimisation £327,000
Social Media Agency £168,000
Influencer Agency £15,000
Short film commercial £132,000
Youtube streaming ads £10,000
Public Relations
43. 40
PR agency £30,000
Events
The Glam Events £152,000
Celebrity Endorsement
Winnie Harlow £500,000
Total: £2,155,163
Figure 31: Estimated Media Budget.
10.3. Media Schedule
Media timing was accurately designed in order to receive a maximum market
response. Social media and print ads in the British Airways first class inflight magazine
follow a continuous media scheduling, which means that activities will be evenly
distributed throughout the whole year. Editorials and advertisements in Harrods Magazine
and Conde Nast Traveller will be placed in particular issues dedicated to content
associated with Bulgari Hotels & Resorts following a fighting schedule.
The here presented publications are only a few examples amongst a variety of mediums
used.
Detailed schedules for Social Media posts, Influencer mentions and articles will be
requested from the agencies, audited and provided to Bulgari Hotels and Resorts
separately.
Jun
e
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July
201
7
Aug
201
7
Sept
201
7
Oct
201
7
Nov
201
7
Dec
201
7
Jan
201
8
Feb
201
8
Mar
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8
April
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8
May
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Print Ads &
Advertorials
44. 41
Conde Nast
Traveller
Harrods Magazine
First (British
Airways)
Digital Marketing
Social Media
Short film
commercial
SEO
SEA
Blogs
Influencer
Marketing
PR
Editorials
Events
“The Glam”
London
“The Glam” Milan
Figure 32: Media Schedule, June 2017-May 2018
45. 42
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48. 45
12. Appendices
Bulgari Hotels and Resorts
171 Knightsbridge
London SW7 1DW
www.bulgarihotels.com
PURE Advertising
35 Marylebone Road
London, NW1 5LS
05.04.2017
Integrated Marketing Communications Campaign for Bulgari Hotels & Resorts
What does the brand stand for? • Absolute luxury and exclusivity
Product(s) • Hotels in Milan and London
• Resort in Bali
• Restaurants in Tokyo and Osaka
• Hotels opening in Beijing, Shanghai and Dubai
(2017) and Moscow (2019)
Brand Tone of Voice • Absolute luxury for the upmarket customer
• Exclusiveness
• Designed for the sophisticated customer
• Sustainable glamour
Market UK
Market and competitive
situation
• Niche market
• Luxury hotel market rather saturated
• Bulgari Hotels & Resorts needs to differentiate
itself even clearer
• Low brand awareness
Pricing Premium quality and high price, most expensive
hotel in London
Marketing objectives • To adapt Bulgari Hotels & Resorts brand
personality to the brand’s shift towards a younger
49. 46
customer segment
• To increase brand awareness by 15%
• To increase occupancy rate of Bulgari Hotels &
Resorts by 10%
• To emphasize on the luxury experience and
highlight the Italian heritage
Marketing budget • £2.5 million
• Includes all media and production costs
• Excludes VAT and Agency fees
Timing and seasonality Launch campaign in the end of Q3 2017, so
guests can potentially make reservations for
London Fashion Week
Consumer profiling The target customer is female, sophisticated, and
aged between 25-55 years. They belong to socio-
economic class AB, have high disposable income
(annual income £100K+) and are well educated.
They are upscale consumers, sophisticated and
discerning travellers, and have a high need for
uniqueness
Media we expect to use • Digital Media
• Print advertising
• Others
Existing assets • Possibility of connection to Bulgari Group and
integration of brand elements
Geographical range • Print advertising will be published in English-
speaking countries (where published)
• Online elements will be available globally but
primarily targeted at UK customers
Research requirement • Tracking – key criteria: awareness and sales
increase
50. 47
PURE Advertising
35 Marylebone Road
London, NW1 5LS
Tel: +44 207 599 6979
Fax: +44 207 599 6999
10.04.2017
Creative Brief
Client/
Brand
Bulgari Hotels & Resorts Product Marketing Communication
Campaign
Job
No.:
1352
What is it? High quality, luxurious hospitality experience for
sophisticated women
What are the brand’s
values?
Sophisticated, discreetly luxurious experience
Where can I get it? • Current: Milan, London, Bali
• Opening: Dubai, Beijing, Shanghai, Moscow
How much does it cost? High-end, very expensive (£500+ per night)
In what state is the brand
now?
• Relatively low market share – fierce competition
• Low brand awareness
Where do we want the
brand to be? When?
Bulgari Hotels & Resorts wants to strengthen its market
position and increase brand awareness among the target
segment. Sophisticated customers should choose Bulgari
as their preferred hotel when going to one of the available
destinations
What can advertising do
for the brand?
• Make Bulgari Hotels & Resorts better known –
increase brand awareness
• Emphasise the uniqueness of a hotel experience at
Bulgari Hotels & Resorts
• Underline the exclusive, sophisticated luxurious
image
What’s the key message
to affect this change?
Bulgari Hotels & Resorts – The Glam Getaway
Why should we be
believed?
Bulgari Hotels & Resorts not only represent luxury, they
also deliver it. Located in glamorous areas, delivering the
highest service quality and the offering the highest eco-
friendly standards and technologies.
51. 48
Who are we talking to? Sophisticated women aged 25-55 years, who want to
travel (with their girlfriends) and have a fun and relaxing,
but high-class experience. They are high-earners and
enjoy spending their money on this luxurious experience.
They are well educated and enjoy travelling. During these
travelling trips, they spend money on hospitality, fine
restaurants, shopping, and wellness treatments.
What do they watch and
read?
• Travel and Fashion blogs in order to stay up-to-
date
• First Class (airline) magazines
• Luxury Travel magazines
• Social Media
• Luxury news (i.e. FT “How to spend it”)
What media should we
plan to be in?
• Collaborate with luxury travel bloggers
• First Class Airline magazines (such as BA,
Emirates, Lufthansa)
• Improve Social Media appearance (Instagram,
Youtube, Twitter)
• Luxury travel magazines (single pages and
subsequent right hand pages)
• Initiate editorials i.e. in “How to spend it”
Product(s) required All marketing communication should emphasise the high
quality of accommodation and services. Images of all
destinations/ facilities should be depicted.
Brand Tone of Voice • Sophisticated
• Exclusive
• Glamorous
How will our creative work
be judged?
• Tracking – key criteria: awareness and sales
increase
• Research materials will be needed
Timing • In market Summer 2017
• Detailed timing plan to follow
Notes: Areas of difference with the client’s brief
• To emphasize on the luxury experience and highlight the Italian heritage
Due to the younger target audience of this campaign, the Italian heritage might be less
central.
52. 49
Press release
22.09.2017
“The Glam” at Bulgari Hotels & Resorts London
London, September 22nd
. The Glam – Bulgari Hotels & Resorts’ exclusive jewellery
presentation - party to launch in Knightsbridge, London
On Saturday, October 14th
, Bulgari Hotels & Resorts London will launch its first The Glam
party in collaboration with La Mer and Kanebo, showcasing Bulgari jewellery and treating
its guests to music and dinner at the Bulgari Hotel in Knightsbridge, London.
To celebrate luxury and engage with loyal customers, Bulgari Hotels & Resorts launches
the first The Glam party on Saturday, October 14th
. All guests will have the chance to get
an exclusive look at the mother brand’s most extraordinary jewellery pieces on life models
throughout the whole evening. Another highlight will be a small exhibition of Bulgari’s
brand history and development, celebrating the rich heritage of the brand.
The event will be attended by invited guests only, including loyal customers, A-list
millennial social elite as well as both Bulgari’s brand ambassadors Lily Aldridge and Bella
Hadid.
“We’re looking forward to launch this event and hope our guests will enjoy the
programme.” - Bulgari Hotels & Resorts CEO.
About Bulgari Hotels & Resorts London
Bulgari Hotels & Resorts London is part of and the LVMH Group and Marriott International
and one out of currently three hotels in the most exclusive destinations in the world and
offers customers the ultimate luxury experience. Bulgari sets new standards among the
luxury hospitality, combining elegant contemporary architecture and Bulgari’s legendary
flair for design.
171 Knightsbridge, London SW7 1DW; +44 (0)207 151 1010; www.bulgarihotels.com
53. By Sofya Fominova W1621766 Xuanyi Liu W1614898 Luisa Krain W1613752 Sofia Kravchenko W1608161 Sabiha Alam W1586125
64. Positioning!
!
Located in the most privileged areas,
BVLGARI offers an exclusive
environment for its guests to relax and
unwind in an atmosphere of luxury,
culture, and unparalleled comfort. !
!
70. Simple and straightforward!
!
Explicit brand identity!
!
Logo remains unchanged!
!
Starts in June 2017!
!
One year duration!
!
Sophisticated visuals and context!
!
Essentials!