presented by abdul basit sultani (MBA 1st), preston university islamabad. brand war 2010 presentation

2. Group Members Imran Abbas Qurat-ul-Ain Sobia Khalid Abdul Basit Sultani AddictioN

3. Our Topic AddictioN

5. Serena in Pakistan In Pakistan Serena providing their services in major cities, Faisalabad, gilgit, Quetta, hunza, swat, shigar, and Islamabad AddictioN

6. Serena Islamabad started its operation in 2001 The hotel is situated in central Islamabad, 18 kilometres from Islamabad International Airport. The hotel, which is built on seven levels, features a range of terraces and pavilions, Serena Islamabad AddictioN

7. Sengmentation &Targeting Corporate clients Embassies Families Wedding + Parties Quality concious and executive class AddictioN

8. Positioning With the strong Brand name and high quality standard of comfort and luxuries, In Pakistan Serena is standing at number one in ranking of luxury resorts. AddictioN

9. Marketing mix • Product • Price• Place• Promotion • People• Process• Physical evidence AddictioN

10. Product Serena are the market leaders in the executive travel market, offering business and executive suites in all their city hotels. AddictioN

11. Our rooms and suites The presidential suites The premier suits The executive suites The junior suites AddictioN AddictioN AddictioN

13. The Al-Maghreb Restaurant,

14. The Dawat fine-dining restaurant,

15. The Nazara Lounge, roof-top barbeque

16. The Baradari outdoor barbeque restaurant

17. The Wild Rice Restaurant, featuring a showcase of south-Asian cuisine

18. The Mediterranean Restaurant, which features classic French cuisine

19. The Rakaposhi, café and ice cream parlour

20. Room service, We offer a 24-hour room service,AddictioN

21. Wedding services The Islamabad Serena Hotel is one of Pakistan's most prestigious wedding venues. Offering extensive grounds, a stand-alone social events centre, and a poolside reception area, the hotel also offers a complete wedding planning service, AddictioN

22. The Maisha Mind, Body and Spirit Spa To enter Maisha Day Spa is to step into the heaven of serenity. A rare space, where you can relinquish yourself entirely to our professional therapists dedicated to your wellbeing. AddictioN

23. Price AddictioN

24. Place Standing at the foot of the Northern Hills with magnificent views of the Margalla Hills and Rawal Lake, this exceptional hotel is surrounded by six acres of landscaped gardens, yet is located at the very centre of Islamabad, the capital of Pakistan.. Serena offer 387 rooms and suites, all with air-conditioning, satellite TV, WiFi and voice-mail. AddictioN

25. Promotion Website, emails, Brochures, Conferences Newspaper AddictioN

26. Direct compititors Marriot, pearl continental Indirect compititors Best western, margalla hotel, hotel crown plaza Future compititors Avari Islamabad, Centaurus Compititors

27. Extreme Serenity in cultural Style

28. Serena Islamabad “Extreme serenity in cultural style” www.serenahotel.com/islamabad

29. AddictioN