Download - Group 4 rk imc Marketing communications
{Rama Krishna
IMC plan
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Group 4Anushree Kandalkar
Megha Mohan
Radhika Nayak
Rishi Raj Chauhan
Client Background
• Present in Lonavla, Pune and Mumbai
• Hotel room rates
• Peak season
• Complimentary breakfast
❧ Zomato
❧ Website
❧ Social Media- Facebook/ Twitter
Presence
❧ Kumar Hotels
❧ Kailash Parbhat
Competitors
❧ Comfort, Food and best in class facilities
Positioning
❧ Khandala and Lonavla- ❧ Tourist spot between Mumbai and Pune❧ Visitors/ Families drop in every weekend
Target Market
❧ Tourists (from in and around Pune and Mumbai, Maharashtra)
❧ Families (in and around Pune and Mumbai, Maharashtra)
❧ Look out for accommodations which include restaurant service
Target Audience
Pen Portrait
Integrated Marketing Communications Plan
❧ Out Of Home Advertising:
❧ Outdoor Ads – Billboards and Hoardings on Mumbai Pune Expressway
❧ In and around Lonavla Market
Advertising
❧ Social Media Marketing:❧ Facebook and Twitter
❧ Make My Trip, Tripadvisor, cleartrip.com❧ Ad Words
Digital Marketing
❧ Personalized invitation to customers through e-mailers for events and parties inviting them to Rama Krishna
❧ Personalized messages to loyal customers with discounts inviting them to stay with us during non-peak season
❧ Website to have an option to subscribe to e-mailers
Direct Marketing
❧ Press releases and reviews of Rama Krishna in local newspapers and blogs
❧ Pune Times❧ Bombay Times❧ Time Life
❧ Food Festival event to invite people to write articles about the food, and their experience.
Public Relations
❧ New menu with more variety of dishes both veg and non veg
❧ Redesign the menus
❧ Revamp of the website and make it more user friendly and interactive which should be regularly updated
❧ Ambience of the restaurant should be made more vibrant and lit up
Recommendations
❧ Include tour packages for their tourists to make their travelling more convenient
❧ Room packages for couples and families to enjoy their stay in Lonavla at affordable rates (4 nights, 3 days for two)
❧ Offer wedding, birthdays, honeymoon and party packages
❧ Table Tent cards in rooms with information to promote the restaurant and banquet halls and their variety and vice versa for restaurants
❧ Offer loyalty programs for people who are regular visitors of the hotel, For eg: Discounts, loyalty points, membership cards etc
❧ Flyers/ Inserts with the menu cards in the rooms with information of the banquet hall