The marketing plan for the Foothills boutique resort, owned by Sam and Lisa Bracken, focuses on attracting dual-income, no-kids families while offering environmentally conscious travel options. The strategy includes a SWOT analysis, marketing goals to increase revenue and brand recognition, and a budget for communication efforts. Key recommendations involve enhancing the resort's unique selling proposition and leveraging social media and promotional activities.

1. Marketing Plan of New Boutique
Resorts

2. Introduction :
 Sam and Lisa Bracken, business owners, and their hotel, The Foothills, in Lac des
Arcs, Alberta, are the subject of this study case. The Bracken family has spent the
past 20 years using this land as their summer vacation destination. It is now a
boutique spa day hotel.
 Beyond anything else, Sam and Lisa care about offering environment conscious
resort travel options.
 Sam and Lisa are aware of the concept of dual incomes, no kids (DINK) families,
therefore they did research to see if they could expect to successfully market to
this group of people.
 Therefore , this presentation includes the marketing options , strategies , target
market , positioning statement , goals and objectives and so on .

3. SWOT CHART ANALYSIS :
 Strength : Greater Profit target , Different and unique style of hotel
and services , Flexibility
 Weakness : High amount of cost structure as well as set-up cost ,
Restricted Loyalty programs , inexperience's staff
 Opportunities :Create and update personalized products , cross-
selling techniques and Local feeder markets
 Threats : High taxes , high amount of turnover , strong competition

4. Marketing strategy Option
Recommendation
 The value proposition of the business, critical brand message,
information on potential consumer characteristics, and other
important components are all included in a marketing strategy.
 Based on the case study the marketing Strategy option
Recommendation are :
- The Adult
- Child Free Resort

5. Target Market Segment ..
 DEMOGRAPHICS :
- 25-30 YEARS OLD
- Make or Female
- Specialists in both active practice and retirement
 PSYCHOGRAPHICS :
- professional individuals seeking a tranquil retreat from the bustle of the
city. Likes to relax and eat delicious food in their spare time.
 BEHAVIOUR :
- customers interested in the advantages a product or service offers.
- Customer loyalty are those that consistently purchase a product or use a
service (Dibb & Simkin, (2010)).

6. Positioning Statement for the
Foothills as a full boutique Resort
 The greatest lodging services, including adult doorway leisure for a
delightful and powerful transforming experience, are provided to
couples at the luxury resort Foothill.
 The ideal environmentally responsible vacation in Alberta.
 Foothills' boutique hotel is very well with newer technologies and
amenities, especially for childless people (Tybout & Sternthal,
(2012),p3(1)).
 The only resort in the area offers the first-of-their-kind services and
amenities that Foothills offers.

7. Marketing Goals and Objectives
 Marketing Goals :
- Boost revenue and profit by concentrating on mature customers.
- Increase brand recognition
 Marketing Objectives :
- By 2022, boost sales by 15%.
- Over the following 12 months, raise general knowledge of Foothills
Resort services by 10% between all hospitality industry.

8. Marketing Mix Strategy :
 Core Service Product : The accommodation services offered by
Foothills feature updated conveniences for adult leisure that is
geared toward childless people.
 Price : They believe the resort might provide affordable rates. Ones
who can pay to treat themself to a luxury vacation and also don't
mind spending more for the premium membership make up the
target demographic. Also it is believe that the hotel might potentially
charge more for accommodation upgrades.
 Place : Since many customers use these networks to make hotel
reservations, the brand should have its own website in addition to
being represented on these networks (Kobyak & Lvovna, (2015)).

9. Marketing Mix Strategy
Conti.
 Promotion : Sales promotions for the resort's services would be conducted on
both the physical and digital customer interactions.
 People : In order for them to advertise the property and enjoy it firsthand, I would
also want to engage the journalists and media people for a complimentary
vacation at the resort (Wesley, (2016)).
 Process : The way Foothills provides its service begins with its accommodation
options, where the couples would settle in before and after the period .
 Physical Evidence : A relaxing and environmentally friendly hideaway is The
Foothills. The resort might employ calming essential oils to make the place smell
wonderful and tranquil so that it would appear and feel pleasant.

10. Communication Budget
 In order to achieve the market goals and objective of Foothills, it is
the need of the hour to frame a communication plan by which it can
enhance communication for its marketing campaign. They need to
allocate a 500,000 which seems to be reasonable and this money
makes it simple to carry out the communication strategy.
 The communication elements for Foothills are :
- Sales promotion as they are allocating their budget upto 50 percent
- Social Media as they are allocating their budget upto 20 percent
- TV advertisement as they are allocating their budget 30 percent

11. Conclusion and Recommendations
 This is to be conclude that the main connection among corporate branding
strategy, sensitivity analyses, and the creation of particular programmed is
provided by marketing plan in Foothills Resort .
 Based on the research , provides them with information that lowers uncertainty
and risks and raises the likelihood that their firm will succeed.
 There are some recommendations are :
- Develop their Unique selling preposition
- Take a benefits of sales promotion or social media
- Draw out the customer journey point and try to attract more customers

12. References …
 Wesley, R. (2016). The basics of marketing strategy. In The marketing book (pp. 53-
85). Routledge.
 Kobyak, M. V., & Lvovna, I. E. (2015). The competitiveness of hotel facilities. Theory
and practice. Organization, 6(2), 12.
 Tybout, A. M., & Sternthal, B. (2012). Developing a compelling brand
positioning. Kellogg on marketing, 73-91.
 Dibb, S., & Simkin, L. (2010). Target segment strategy. Marketing theory: a student
text. Sage Publications: London, 237-260.