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Capella Vision Hotel

Capella Vision Hotel. Marketing Plan for a future development in Cochin, India. Objectives. Reason of choosing India for Capella Hotels & Resorts Market research & segmentation Strategies & objectives Implementing & budgeting the property. Reasons for choosing India. Capella

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Capella Vision Hotel

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  1. Capella Vision Hotel Marketing Plan for a future development in Cochin, India

  2. Objectives • Reason of choosing India for Capella Hotels & Resorts • Market research & segmentation • Strategies & objectives • Implementing & budgeting the property

  3. Reasons for choosing India • Capella • Ultra luxury brand • Continue to grow • Cochin, State of Kerala • Top three tourist destination by WTTC (Vijayan, 2009) • Commercial & industrial capital of Kerala • Brand + Location = A symbiotic relationship http://www.wordtravels.com/images/map/India_map.jpg

  4. Situational Analysis - SWOT

  5. Market Research • Entering Indian Market • Good market knowledge • Tax incentive • Barrier • Competitior: Taj Groups of Hotels • Local hotel group • Luxury services • Hotel Taj Malabar, Cochin • The Gateway Hotel Marine Drive (Ernakulam)

  6. Market Segmentation • Travelling Purposes of total demand • Occupancy Level • Gender • Inbound Tourism Markets • Domestic Tourism Purposes (India Tourism Research, 2008) Adapted from India Tourism Research. (2008). Retrieved August 31, 2009 from http://tourism.gov.in/statistics/ITS2006.pdf

  7. Selection of Target Market • Demographic • Baby Boomers • Generation X • Geographic • Domestic • Inbound • Purpose • Business (Business Week, 2005 & WTTC, 2006) http://monadarling.com/lifestyle/images/stories/babyboomers.jpg http://www.ecenglish.com/files/blogs/business%20people_000001227086Small.jpg

  8. Marketing strategy, positioning& mix • Attract the wealthiest sectors of the national and international markets • Positioning – Differentiation • Marketing Mix • Travel agencies offering luxury travel • Brochures at golf courses, yacht clubs • Viral marketing

  9. Marketing Objectives • Launch by the end of 2010. • Achieve the top 2% of business travelers in Cochin within 3 years of opening. • Measure customer awareness and satisfaction, together with employee performance, benchmarking success against Capella’s other hotels.

  10. Main target market activities • Baby Boomers: „AARP“ & „The Economic Times“ • Generation X: „Sports Car Digest“ & „Business Standard“ • Local & General: • www.linkedIn.com • www.hello-cochin.com • Opening Day 10th October 2010

  11. Marketing Budget

  12. Conclusion PERFECTION

  13. Thank you for your attention ! Please do not hestitate to ask any questions in regards to the proposed plan.

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