This document outlines a campaign for the SOSTAC framework to promote Tuli Hotels & Resorts on Twitter. The situation analysis finds strengths in experience and locations but weaknesses in marketing. The objective is to improve the hotel image and brand awareness through a promotional Twitter campaign. The strategy is to target new customers, reposition the brand, and promote through Twitter with one marketing employee. Tactics include using Twitter to update customers, offer support, and share news. Actions involve the marketing department interacting on Twitter daily. Control includes tracking comments and followers to measure satisfaction.

1. CAMPAIGN FOR

2. SOSTAC
 Situation Where are we now?
 Objectives Where do we want to get to?
 Strategy How are we going to get there? – The Big
Picture
 Tactics How are we going to get there? – The Detail
 Actions Who is going to do what and when?
 Control How can we control, measure and develop the
process?

3. SITUATION
Strengths
• They have 3 hotels and 4 resorts
• 20 years of experience in the Indian market
• Beautiful locations
• Various target markets (family, leisure, business conference, tour)
Weaknesses
• Uninformative website
• No marketing campaigns
• Lack of information
• Lack in social medias

4. OBJECTIVE
•Work on improvement of the hotel image
• Share communication to the stakeholders
•Enhance the efficiency & the traffic on the website
• Create new awareness
•Promotional campaign for the hotel with minimal cost by
implementing twitter

5. STRATEGY
• To target new customers
• Repositioning the company
• Develop and promote the brand
1 employee in the marketing department
Man:
Tweet on daily basis about the news and upcoming events
Be always connected with your stakeholders
Money:
Labor cost
Limited cost related to social media
Minutes:
Implementation to be done as soon as possible
Monitor, check and reply on daily basis

6. TACTICS
Promote Tuli hotels by implementing Twitter
• Update the consumers about product and services
• Offer customer service and support
• Update people on what you’re working on
• User friendly
• Less time consuming
• Minimal cost
• Engagement with followers
• Help with SEO
• Share news by tweeting guests about future plans

7. ACTIONS
 Marketing department in charge
 Interact with the customer base
 Create buzz around upcoming events
 Develop direct relationships with bloggers and
journalists for potential PR placement
 Tweet short messages on daily basis
 Link tweeter page with the company website

8. CONTROL
• Track what people are saying about your company
and brand
• Follow up with any problem faced with your guests
• Always up to date your data and customers list
• Come back to Twitter on daily basis
• Read comments, followers and new tweets
frequency
• Try to create conversation with followers
• Measure satisfaction through comments and
feedback