Lemon tree versus oakwood
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This document compares two hotel chains, Lemon Tree and Oakwood Premier. Lemon Tree targets business travelers by concentrating near MNCs and offering low prices and high quality. It is known for its corporate housing and serviced apartments. Oakwood Premier targets international travelers and those demanding luxury. It positions itself as high price but also high quality. Oakwood properties are located in prime city locations for those staying an extended duration of months or years.
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- 1. LEMON TREE VERSUS OAKWOOD PREMIER NEHA GUPTA REETU PAWAR Marketing Assignment
- 2. 1.PRODUCT CATEGORY • Hospitality (service industry) MARKETING ASSIGNMENT
- 3. 2.MAJOR PLAYERS (LEMON TREE) • ITC fortune • Aloft • Mercury • IBIS Marketing Assignment
- 4. 2.MAJOR PLAYERS (OAKWOOD) • THE PARK (BOTIQUE HOTEL) OAKWOOD • JW MARRIOTT • ITC GARDENIA OAKWOOD • TAJ • OBEROI OAKWOOD management
- 5. 3.BRAND • Business class hotel. • It’s fresh, cool and sparkling atmosphere with lemon fragrance. • Famous for it’s corporate housing and serviced apartment. • Luxurious features. Marketing Assignment
- 6. 4.SEGMENTATION & TARGETING (LEMON TREE) • Lemon Tree concentrate on business class people. • Located near MNC’s. • This hotel is mostly preferred by the people working in corporate. Marketing Assignment
- 7. 5.SEGMENTATION & TARGETING (OAKWOOK) • For international travelers & people who demand luxury and style. • Prime location of city( UB City). • People come for long duration( i.e. for months/ year). Marketing Assignment
- 8. 6.POSITIONING (LEMON TREE) Marketing Assignment • Low price, high quality. • By product user.
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