The document outlines a market research strategy for a mid-priced hotel brand, 'Hotell Ikea', focusing on unique customer experiences and amenities influenced by Ikea's brand identity. It includes insights gathered from surveys, marketing recommendations, and a detailed sales forecast, highlighting the importance of branding, positioning, and customer engagement. The strategy emphasizes customization, affordability, and a strong media plan aimed at generating awareness and customer interest in major urban areas.

2. AgendaMarket PotentialConcept ExplorationQualitative ResearchHotel DescriptionBranding & PositioningPricing RecommendationMarketing StrategyLaunch PlanSales ForecastSensitivity Analysis

3. Market potentialHotel Industry

4. Hotel Industry Outlook

5. Hotel Industry Analysis Source: IBIS world report, Feb. 17, 2010

6. Key Insights

8. Survey ResultsHow many nights did you stay at the hotel?What was the reason for your travel?68 responses

9. typical travel experience with emphasis on hotel selectionMost Traveled to Cities

10. Flexible Check inPool/ SaunaIn-room RefreshmentsQuality of Bar/RestaurantFree ParkingDVD Player/ Game ConsoleVariety of RestaurantsInternetEasy Access to AirportBeauty/Spa TreatmentsQuality RatingsBreakfast includedGym FacilitySports FacilityPriceIn Room Coffee24 Hr. Room Service

11. Flexible Check inPool/ SaunaIn-room RefreshmentsQuality of Bar/RestaurantFree ParkingDVD Player/ Game ConsoleVariety of RestaurantsInternetEasy Access to AirportBeauty/Spa TreatmentsQuality RatingsBreakfast includedGym FacilitySports FacilityPriceIn Room Coffee24 Hr. Room Service

12. LEISURECHECK -INSHUTTLEFOODStrategically placing our hotels in major cities that act as main tourist attractions means travelers are probably traveling for leisure

13. Destinations usually offer plenty of activities around the hotelAMENITIESQUALITY RATINGSIKEA EXPERIENCE

14. LEISURECHECK -INSHUTTLEFOODOnline check-in

15. Enter all credit card information when making purchase

16. Given a code to enter roomAMENITIESQUALITY RATINGSIKEA EXPERIENCE

17. LEISURECHECK -INSHUTTLEFOODCan’t offer parking, but can provide transport to and from hotelAMENITIESQUALITY RATINGSIKEA EXPERIENCE

18. LEISURECHECK -INSHUTTLEFOODSwedish restaurantAMENITIESQUALITY RATINGSIKEA EXPERIENCE

19. LEISURECHECK -INSHUTTLEFOODThemed rooms

20. Pool

21. Fitness Center

22. Free Internet

23. Eco-friendlyAMENITIESQUALITY RATINGSIKEA EXPERIENCE

24. LEISURECHECK -INSHUTTLEFOODReal-time service ratings

25. Encourage word-of-mouth

26. Social media and online recommendationsAMENITIESQUALITY RATINGSIKEA EXPERIENCE

27. LEISURECHECK -INSHUTTLEFOODHOTELL IKEAAMENITIESQUALITY RATINGSIKEA EXPERIENCE

28. What is the IKEA Experience?Low-Cost.Efficient.“Live with your furniture before it lives with you…”DO-IT-YOURSELFFor everyone.Well-Designed. Modern.Swedish meatballs.Functional.

29. Design your own room

30. Brand PositioningstylishBudgetHigher-endtraditional

31. Branding RecommendationTo Jetsetters,Hotell IKEA is the brand of mid-price hotels, that better delivers a unique and affordable hotel experience.Because:Well-designed IKEA furniture

32. Swedish Restaurant

33. Eco-friendlyHotels Considered for Leisure

34. PricingStandard Rooms: $1192 Doubles / 1 KingThemed Rooms: $139Complimentary Design Your Own Room service for stay of 5 nights and aboveFluctuate 10%-20% seasonally

35. Marketing MessageInsight: people enjoy the IKEA experience and the ability to customize their own roomsBig Idea: Sell the IKEA experience and “design-your-own-room” featureTagline: Live IKEA.

36. Media Planwinterfallsummerspringtvtvtvtvtvtvprintprintprintprintguerillaguerillaplace-basedplace-basedonline

37. Media PlanwinterfallsummerspringOprahEllenGhost WhispererEllenOprahLate Night with David LettermanOprahReal Simple ShelterOprahLifestyle PublicationsIKEA objects placed outdoorIKEA objects placed outdoorbranded airport lonugesbranded airport loungesonline

38. PrintOne bed. Two bed.Red bed. Blue bed.Themed rooms. Available at Hotell IKEA.

39. Print

40. Print

41. OOH

42. Online

43. Sales ForecastTotal Market: Looked at market research reports to determine the size and growth forecasts of the US hotel industryAwareness: Optimistic based on the innovative marketing campaign that will draw a large amount of attention to IKEA and our union with Marriott

44. 3 Year Sales Forecast

45. Low Awareness

46. Low Trial

47. Low Repeat

48. OpportunitiesCapture customer informationTarget potential IKEA customersDrive in-store salesLeveraging Marriott expansion and renovations of existing Marriott hotels