Welcome to Zomak Assignments' SlideShare on "Marketing a New Boutique Resort." In this presentation, we unveil the strategies and techniques to successfully market and promote a new boutique resort in the ever-evolving hospitality industry.
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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.
Editor's Notes
This slides depicts the case study of Foothills Resort which Several individually operated hotels and resorts are choosing to differentiate themselves with various themes, such as entertainment, modern media, vintage, and health & exercise, in order to offer a personalized approach and win customers' loyalty.
This slide portrays the swot analysis to make a marketing plan of Foothills
This slide portrays the marketing Option Recommendation . In terms of my advice, it suggest selecting the resort for adults only, which is the initial choice. This is for two reasons: one, the owners probably want this; second, various alternatives for youngsters is currently impractical due to budgetary constraints; and third, this is also not the owners' preferred vision, which they are appreciate.
This slide portrays primary target segment including demographics , psychographics and behavior . They set their market because they want to create awareness among all the people , employees and others also
This slide depicts the positioning statement for the Foothills as a full Boutique Resort . The only resort in the area offers the first-of-their-kind services and amenities that Foothills delivers. Additionally, Foothills offers gourmet restaurants, wellness facilities, yoga and equestrian lessons, as well as conference and meeting rooms for both professional and personal usage.
The variety of services offered at Foothills gives couples a revitalizing and transforming experience. For individuals who take use of its wonderful offerings, it avoids difficult situations. With its efficient SPA services, it provides couples with spectacular and extraordinary Adults Gateway relaxation moments.
This slide portrays about the Marketing Goals and Objectives .
The marketing Goals :
Increasing client support: One of Foothills' major marketing objectives is to increase the number of individuals who use its accommodation services and take use of the many amenities it provides. The concept of Sam and Lisa Bracken, whose plan to reopen their boutique resort with first-rate accommodations and services, has taken into account the growth of the company in Lac des Arcs. The expansion of the clientele should aid Sam and Lisa in developing their prospective plans for the company, putting it on the pathway to achieving.
Increasing revenue growth is another one of companies' primary marketing objectives. Sam and Lisa have already stated that they do not have a sufficient funding to provide additional lodgings for the number of children that their guests will bring.
The marketing objectives are :
They boost their sales by 15 percent which is one of the primary competitors of Foothills, Banff Springs Hotel, is not categorized based on the type of accommodations and services supplied by Foothills, therefore one of the marketing plans of Foothills is to increase its development or participation in those other parts of the nation.
It also enhance their brand image
This slide portrays about the marketing mix strategy . It includes 7 P’s for the Foothills as they are imagine the budget of $500,000 .
Therefore , this slide depicts the marketing mix strategy . In promotion , they are imagine that they have a 500000$advertising or communication budget in this business . To reach individuals, it would conduct a military operation for physically points of contact and advertise on online platforms on social media for channels and touch points.
This slide depicts the communication budget of Foothills Resort . As they are allocating their budget 500,000$in promotion tools in communication plans such as sales promotion , social media and TV advertisement
This slide ends with the conclusion along with recommendations that how marketing strategy plays a vital role I hotel industry business and how they achieve their goals and objective to earn profit .