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Capella Vision Hotel

Marketing Planfor a future development

in Cochin, India

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Objectives

Reason of choosing India for Capella Hotels & Resorts

Market research & segmentation Strategies & objectives

Implementing & budgeting the property

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Reasons for choosing India Capella

Ultra luxury brand Continue to grow

Cochin, State of Kerala Top three tourist destination

by WTTC(Vijayan, 2009)

Commercial & industrialcapital of Kerala

Brand + Location = A symbiotic relationship

http://www.wordtravels.com/images/map/India_map.jpg

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Situational Analysis - SWOT• Facilities

• History• Location• Service type

• Spa• Competition• New Trends• Taxation

• Distribution Channels

• Population size• Culture

• Supply• Labour • Brand Loyalty

Strengths

Opportu-nities

ThreatsWeak-ness

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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)

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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

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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

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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

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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.

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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

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Marketing BudgetMarketing Budget

Allocated budget 2010 2011 2012

$ 163.758,20 $ 378.969,51 $ 307.329,30

Salaries Quantity Per year Increase in 2010Marketing Manager $ 7.500,00 $ 7.500,00 $ 7.500,00 1 $ 7.500,00 Marketing Assistant $ 8.400,00 $ 8.400,00 $ 8.400,00 2 $ 4.200,00 Marketing Management Trainee $ 3.500,00 $ 3.500,00 $ 3.500,00 1 $ 3.500,00 Administration costs $ 1.900,00 $ 1.900,00 $ 1.900,00 1 $ 1.900,00 Target magazines $ 126.000,00 $ 84.000,00 $ 84.000,00 4 $ 21.000,00 50%Target newspapers $ 110.200,00 $ 76.000,00 $ 76.000,00 4 $ 19.000,00 45%Hotel brochures $ 13.320,00 $ 9.000,00 $ 9.000,00 2 $ 4.500,00 48%Special eventsOpening day $ 52.000,00 Others throughout the year $ 16.000,00 $ 17.500,00

Left for other promotions $ - $ 13.607,71 $ 99.529,30 Overdraft opening 2010 $ 159.061,80

TOTAL spent $ 322.820,00 $ 378.969,51 $ 307.329,30

Overdraft 2010due to opening $ 159.061,80 extra costs shifted into 2011

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Conclusion

Brand

Location

Market

PERFECTION

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Thank you for your attention !

Please do not hestitate to ask any questions in regards to the proposed

plan.