marketing the w hotel to puerto rican consumers group 2 patrick libert gerald mosley lisa mcbride...
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Marketing The W Marketing The W Hotel to Puerto Hotel to Puerto
Rican ConsumersRican ConsumersGroup 2Group 2
Patrick LibertPatrick LibertGerald MosleyGerald MosleyLisa McBrideLisa McBride
Lindsay VaughnLindsay Vaughn
IntroductionIntroduction
Puerto Rican Consumers are affluent and Puerto Rican Consumers are affluent and educated, and must not be overlooked.educated, and must not be overlooked.
These Consumers are important because These Consumers are important because they have the means, motivation, and they have the means, motivation, and desire for upscale accommodationsdesire for upscale accommodations
The W Hotels in New York should target The W Hotels in New York should target Puerto Ricans for both rooms and for Puerto Ricans for both rooms and for conventions (family events, business conventions (family events, business events, and community events)events, and community events)
Target MarketTarget Market
Middle to High Middle to High Income Puerto Income Puerto RicansRicans– $35,000 and above$35,000 and above
Business TravelersBusiness Travelers– ConventionsConventions
Social GatheringsSocial Gatherings– Salsa and Meringue Salsa and Meringue
Fiestas Fiestas – Quinceanera Quinceanera
Improvements for Improvements for The W Hotel- Tuscany to The W Hotel- Tuscany to
Attract Puerto Rican Attract Puerto Rican ConsumersConsumers
Additional Menu ItemsAdditional Menu Items– Popular Puerto Rican CuisinePopular Puerto Rican Cuisine
New Amenities & ServicesNew Amenities & Services– Business AmenitiesBusiness Amenities– Electronic AmenitiesElectronic Amenities– Room AmenitiesRoom Amenities– Extra services and conveniencesExtra services and conveniences
Media OpportunitiesMedia Opportunities
Radio Use:Radio Use:– In New YorkIn New York
93.1 WPAT/ 97.9 WSKQ (Adult 93.1 WPAT/ 97.9 WSKQ (Adult Contemporary)Contemporary)
Effective for In-Language AdvertisingEffective for In-Language Advertising Will reach 25-50 year old Puerto Rican Will reach 25-50 year old Puerto Rican
ConsumersConsumers Will reach $35,000+ income Puerto Rican Will reach $35,000+ income Puerto Rican
ConsumersConsumers
Media Opportunities Media Opportunities ContinuedContinued
Radio Use:Radio Use:– In Los Angeles AreaIn Los Angeles Area
94.3 KBUA/ 98.7 KSYR (Adult Contemporary)94.3 KBUA/ 98.7 KSYR (Adult Contemporary) Effective for both English and Spanish Effective for both English and Spanish Will also reach target demographicWill also reach target demographic
– In Miami, Ft. Lauderdale AreaIn Miami, Ft. Lauderdale Area MEGA 94.9 FM/ 95.7 WXDJMEGA 94.9 FM/ 95.7 WXDJ Effective for In-Language AdvertisingEffective for In-Language Advertising
Media Opportunities Media Opportunities ContinuedContinued
Broadcast Television UsesBroadcast Television Uses– Telemundo (Broadcast)Telemundo (Broadcast)
Great In-Language OpportunityGreat In-Language Opportunity– Univision (Broadcast)Univision (Broadcast)
Sports, News, and Entertainment Sports, News, and Entertainment (Spanish)(Spanish)
– WAPA-TVWAPA-TV (Satellite/ Digital Cable) (Satellite/ Digital Cable) Broadcast Live from Puerto RicoBroadcast Live from Puerto Rico
Media Opportunities Media Opportunities ContinuedContinued
Time of DayTime of Day– TelevisionTelevision
The best time of day for reaching Puerto Rican The best time of day for reaching Puerto Rican Consumers is Consumers is PRIME TIMEPRIME TIME
– Between 7:00PM and 11:00PMBetween 7:00PM and 11:00PM
– RadioRadio Best time of Day for Reaching Puerto Rican Best time of Day for Reaching Puerto Rican
Consumers is between 6:00AM and 10:00AM.Consumers is between 6:00AM and 10:00AM. This is when most Puerto Ricans are listening.This is when most Puerto Ricans are listening.
Pricing StrategyPricing Strategy
A premium pricing strategy should be usedA premium pricing strategy should be used
Most Puerto Ricans place more importance Most Puerto Ricans place more importance than non-Hispanics on purchasing prestige than non-Hispanics on purchasing prestige brands at popular destinationsbrands at popular destinations
The W Hotel Tuscany
COMPETITORSCOMPETITORS HILTONHILTON- The Hilton New York, a sophisticated hotel in - The Hilton New York, a sophisticated hotel in
New York City, charges $349-$399 Monday-Thursday; New York City, charges $349-$399 Monday-Thursday; Saturday and Sunday, The Hilton New York charges Saturday and Sunday, The Hilton New York charges $379-$449 a night $379-$449 a night
MARRIOTTMARRIOTT -The New York Marriott at the Brooklyn -The New York Marriott at the Brooklyn Bridge, a full-service luxury hotel, charges $319-$339 Bridge, a full-service luxury hotel, charges $319-$339 Monday-Thursday; Saturday and Sunday, the New York Monday-Thursday; Saturday and Sunday, the New York Marriot at the Brooklyn Bridge charges $249-$359 a Marriot at the Brooklyn Bridge charges $249-$359 a night night
INTERCONTINENTAL HOTELSINTERCONTINENTAL HOTELS-The Barclay New York, -The Barclay New York, an luxury Intercontinental Hotel, charges a $459-$579 an luxury Intercontinental Hotel, charges a $459-$579 a night Sunday through Thursday; charges $529-$600 a night Sunday through Thursday; charges $529-$600 a night on Fridays and Saturdaysa night on Fridays and Saturdays
The W Hotel-TuscanyThe W Hotel-TuscanyRoom & Meeting RatesRoom & Meeting Rates
Room RateRoom Rate Monday thru Monday thru
Thursday king size Thursday king size bed is $329bed is $329
Saturdays and Saturdays and Sundays, the Sundays, the nightly room rate is nightly room rate is $399$399
Meeting Room RateMeeting Room Rate Varies by EventVaries by Event
-Size-Size
-Number of Guests-Number of Guests
-Food & Beverage -Food & Beverage
ConclusionConclusion Who?Who?
– Puerto Rican businessmen & social gatherings Puerto Rican businessmen & social gatherings What/Where? What/Where?
– The W Hotel New York- The TuscanyThe W Hotel New York- The Tuscany Why?Why?
– To increase profits and awareness through To increase profits and awareness through Puerto Ricans doing business in New York & Puerto Ricans doing business in New York & MiamiMiami
How?How?– TelevisionTelevision– RadioRadio
Questions??Questions??
Are there any questions??Are there any questions??
Thank you for listening!!Thank you for listening!!