pc hotel (brand audit report)final

Brand Audit Report

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Brand Audit Report

BRIEF CONTENTS ACKNOWLEDGEMENT……………………………………………………5

I- INTRODUCTION…………………………………………………6

II- Pearl Continental Hotel-Brand Audit

Report…………………7

REFERENCES

PEARL CONTINENTAL HOTEL

Mr. Assif Iqbal(Asst. Director Sales)

Ms. Shagufta Naveed Awan(Director Public relations)

Mr. Naveed Saud Raja(Regional Sales Manager)

Mr. Atif Ahmed khan(Finance Manager)

Mr. Irum Farooqi(Training Manager)

SHERATON HOTEL

Mr. Ameer Mehdi(Deputy Director Guest Relation)

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Brand Audit Report

ContentsBRIEF CONTENTS………………………………………………………………………….2

ACKNOWLEDGEMENT…………………………………………………………………..5

INRODUCTION……………………………………………………………………………...6

PEARL CONTINENTAL HOTEL:

A: Internal Elements 7

Brand Structure 7

1. Mega Brands 72. Brand families 73. Brand Extensions 154. Stand-alone brand: 16

Brand Management 16

1. Organization 16 2. Policy 18 3. Customer Service 20 4. Budget 20 5. Consistency 20 6. Brand Standard 21

B: Market Segments 21

C: Personality 24

1. Brand Name 24 2. Brand Logo 25 3. Brand Style 25 4. Brand Promotion 25 5. Promotional Material 25

D: Metrics 26

Image Metrics 26

1. Brand Awareness 26 2. Brand Recognition 26 3. Brand Preference 26 4. Brand Loyalty 27

Impact Metrics 27 1. Market Share 27 2. Profitability 28 3. Life Cycle 28

Brand Equity 29 1. Brand loyalty 29

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Brand Audit Report

2. Name Awareness 29 3. Perceived Quality 29

E: Positioning 29

1. Positioning Attributes 30 2. Image Perception 30 3. Competitive Positions 30

F: Differentiators 30

1. Pricing 30 2. Quality 31 3. Customer Services 31 4. Leadership 32 5. First In Category 32 6. Heritage 33 7. Being the Newest 33 8. Points of Parity (POP) 33

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Brand Audit Report

ACKNOWLEDGEMENT

The researchers would like to express thanks to a number of individuals who have

contributed to make this Research Report a significant learning experience.

Firstly, my thanks to Research Supervisor Sir Baber Wahab at Muhammad Ali Jinnah

University, who despite a very hectic schedule, has made the time on a number of occasions

to provide guidance and insights on this learning journey and guiding me through most of the

literature.

Secondly, my sincere thanks to the Sales & Marketing Department at Pearl Continental Hotel

for providing guidance and support throughout the last One Months.

Thirdly, our thanks to all the people in various departments ho provided their feedback on our

questionnaires sparing us time during a stressful period.

It would be inappropriate not to thank all of the dedicated staff and lecturers from

Muhammad Ali Jinnah University, who have worked to support us, and our fellow students,

throughout the said course.

Finally thanks to parents, and friends for their cooperation. Also without the contributions of

the individuals involved in the working group it wouldn’t be possible to accomplish this task

at all.

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Brand Audit Report

Introduction:

Pearl Continental Hotels is the first Pakistani chain which has achieved excellent

international standards of quality products and services. In recognition of its high standard,

the Pearl Continental Hotel, Karachi was conferred the prestigious membership of the

"Leading Hotels of the World", an exclusive global organization of deluxe hotels established

in 1968. Established in 1960 by young and innovative Mr. Sadruddin Hashwani, the Hashoo

Group initially operated as a trading enterprise. Through its founder’s vision, strategic

direction and firm commitment, the Hashoo Group has emerged as Pakistan’s premium

multinational with a diversified international business portfolio Pearl Continental Hotels are a

chain owned and operated by Pakistan Service Limited. It sets the international standard for

quality hotel accommodation in South Asia. The company manages seven branches in seven

different cities of Pakistan; Karachi, Lahore, Rawalpindi, Gwadar, Peshawar, and

Muzaffarabad, Bhurban. Mr. Sadruddin Hashwani is the chairman and Mr. Murtaza

Hashwani is the chief executive officer. Pearl Continental chain of hotels has enjoyed being

the symbol of ultimate luxury in Pakistan. With the launch of PC Dubai, they have stepped in

to the international arena with the goal of making PC a global name in hospitality and

comfort. The jewel of the Pearl Continental chain of hotels is truly on experience in itself. PC

invites you to indulge in luxury class and above all the warmth and hospitality that you know

and love. Pearl Continental has 148 guest rooms, which are also centrally air conditioned and

fully equipped with the latest convenience technology. The 3 rd floor has been converted into

an executive floor. The whole building compromises 1,398 rooms itself.

Pakistan Services limitedPC hotel RawalpindiPC Hotel BurbhanPC Hotel KarachiPC Hotel LahorePC Hotel Peshawar

Hashwani HotelsIslamabad Marriott HotelKarachi Marriott Hotel

Reff: http://www.pchotels.com/

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http://www.pchotels.com/


Brand Audit Report

Own Brand: Pearl Continental Hotel

Competitor Brand: Sheraton Hotel

A: Pearl Continental Hotel- Internal Elements:

Brand Structure:

1. Mega brands: PEARL CONTINENTAL HOTEL:

Pearl Continental Hotels have become synonymous with a tradition of personal services,

efficiency, and convenience and guest satisfaction. Located in the heart of the business hub

and 15 km from the airport, Pearl Continental Hotel Karachi - is a preferred choice for

discerning corporate and leisure travelers. Vibrant and progressive, it retains the warmth and

the spirit of Pakistan, while offering a variety of rooms, stylish restaurants and contemporary

business facilities, establishing itself as an undisputed, premier business hotel. Whilst not

forgetting that Karachi is the city of dreams, an all enveloping sensory roller-coaster ride

which leaves you delighted and inspired at the same time. There is a lot more to this city than

what meets the eye.

2. Brand families:

1. RESTAURANTS:

MARCO POLO:

Marco polo coffee shop offers an elaborate multi-

cuisine menu, featuring continental, Chinese and

Asian favorites in easygoing coziness. It provides our

guests with room to relax, see and be seen. The semi-

open kitchen gives a peek at the professionals, behind

the scenes, preparing to woo a diner's palate.

TAIPAN:

The menu at Taipan gives Chinese classics a

contemporary tweak; dishes are artfully presented in

an elegant atmosphere. Soups and appetizers are

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Brand Audit Report

delicious way to start, but it is the hearty meals that earn the Taipan its lofty

reputation amongst the loyal following. Desserts hold up their end of the bargain,

especially the zesty and vibrant chocolate cake.


CHANDNI:

The restaurant offers a very spacious yet highly sophisticated interior with an antique

finish of bygone era. Traditional artwork elegantly drapes the walls and the

atmosphere as a whole does indeed satisfy the yearnings of a mind bent toward

whimsical creativity. Our Chefs at Chandni are the creative force behind capturing the

exotic flavors, robust aromas of evocative Asian and International favorites.

ROYAL ELEPHANT:

The imaginative menu at this stylish spot is a seafood lover's dream, featuring

everything from fresh catch entrees to spicy pan-fried dishes, curries and reliable pad

Thai noodle. It is the perfect spot for business, upscale casual, group or romantic

dining, top choice for a quick good value bite.

BISTRO:

Lobby level provides round the clock service of snacks and beverages in the most

popular chic and affordable restaurant in Karachi.

GRAPEVINE:

A Sunken coffee shop in the lobby, serving light

snacks, high tea, juices, tea & coffee from 10:00

AM to 10:00 PM. A live band plays throughout

lunch and dinner here.

SAKURA:

It is with great pride and profound pleasure that we at Pearl Continental Hotel,

Karachi announce the launch of Sakura the Japanese Restaurant to offer to our guests

the most authentic Japanese cuisine in Pakistan. As you dine with us, you will not

only savor the sumptuous flavor but also enjoy the spectacular interior design that

actually makes you feel like you are dining in Japan. Located at the rooftop next to

Chandni Restaurant, Sakura is made to capture your heart and soul and imagination. Reff: http://www.pchotels.com/

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Brand Audit Report

2. SENSUALITY-ROOMS:

286 well appointed rooms include

Presidential, Deluxe and junior Suite.

Modern day facilities include direct dial

local, National and International Dialing,

Cable TV, Heating and Air-conditioning.

Electronic Safe with a self-setting code,

and Computer controlled electronic door

locks are also installed for your security.

The attached bath boasts of a spacious tub, shower and continuous Hot and cold running

water. Do not fret if you have forgotten your essentials, we take care of your basic

toiletteries.

Deluxe Rooms:

These elegantly appointed rooms are well

equipped with modern amentias including

mini bar, wireless Internet connectivity,

phone and fax, in-room safe, plasma TV, 24-

hour in-room dining, and laundry and butler

service on demand. The Integrated

Information & Entertainment System (IIES) brings you a feast of information

services, world news, and unlimited access to on-line movies and music.

Executive Rooms:

In addition to all the facilities of the deluxe

room, Executive and the E- floor guest rooms

have free local telephone calls, 24 hour

personalized butler services and express check

in and check out for the executive floor guests.


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Brand Audit Report

Luxury Suites:

Tastefully designed, these exquisite

executive suites feature a living

room with a guest washroom, a

separate bedroom with scenic views.

Larger in size as compared to the

executive suites the deluxe suites

come with a living and dining area,

guest bathroom which offers both

tub and shower cubicle and a

separate bedroom. Guests in suites

can avail the facility of complimentary breakfast, use of meeting rooms (subject to

availability), 24-hour personal butler service and limousine transfers to and from the

airport.

3. ROOM SERVICES:

Server you in the warmth and comfort of your own room, and offer a varied menu depending

on the time of the day.


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Brand Audit Report

4. HEALTH & CREATION FACILITY:

The aesthetically built Health club

includes Tennis, a temperature controlled

swimming pool, treadmills and steppers

for aerobics, multi machines for weight

training, Sauna, Steam, Jacuzzi, and a

soothing massage. A snooker / pool table

and Table tennis are also available.

Today the Health conscious people look

towards PCHR. Our newly added Health

Club offers you light music in the

background and modern workout

machines. Like motorized Jogger, Double

Burner, Easy Glider, and Massage Static Cycling.

Our Health Club Memberships are economical our monthly membership is Rs.3920.00, 3

Monthly Rs.7177.00, 6 Monthly Rs.10830.00, and Yearly 16960.00 (inclusive all taxes).

Deep Sport massage:

This method uses long strokes, kneading and friction techniques combined with active and

passive movements of the joints to create a general feeling of well-being and relaxation.

Lemon, rosemary, lavender and mint oils are used.

5. SWIMMING POOL:

Now you can swim at our modern

Swimming Pool at any time of the year as

the Swimming Pool has a controlled heating

system. So dip into our swimming pool

whenever you feel like. We offer you an

opportunity to play billiard near the pool or

suntan yourself.


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Brand Audit Report

6. BANQUET FACILITIES:

Tastefully refurbished, our Conference and Banquet facilities can cater from small meetings,

to Royal banquets of 650 to 1500 people, in our Halls and the vast Eastern and Western lush

green gardens. Our Grand Ballrooms offer perfect locations for traditional wedding

ceremonies, exclusive parties and exhibitions. We do everything to create an inspired

wedding that you will cherish forever. Our cordial and always-welcoming meticulous service

is perfect to every detail from planning to execution, making those special moments of your

life memorable. Superb cuisine at our banquets, complement the adaptable spaces to support

the most demanding needs for a varied clientele.

Facilities:

• Separate sound system for each section

• Resident Musical Band

• Back up team of dedicated IT professionals

7. CONFERENCE FACILITIES:

The new Conference facilities have state of the art

Audio visual aids, and are complemented by available

ISDN lines. Rediscover the art of conferencing with

Pearl Continental Hotel Karachi. Our wide range of

fully equipped, private meeting rooms and regal

banquet halls offer the perfect combination of

efficiency, convenience and consummate style.

Keeping in mind the business and commercial

requirements of the trade capital, PCHK is the ideal

location, fully equipped with state-of-the-art communications systems, impeccable service

and presentation facilities to ensure the smooth running of your business event.


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Brand Audit Report

Facilities:

• LCD Projector

• Multi-media projector

• Slide projector

• Overhead projector

• Television

• Videocassette recorder

• Laser pointer

• Flipchart board

• Video Conferencing

8. THE BUSINESS CENTRE:

The Business Centre will assist you with all your correspondence, tele-faxing and other

executive needs. The rooms are ably supported by a state of the art Business center for the

modern day businessman, and can cater to all your electronic needs. Features a Grand

Ballroom measuring 155 ft. by 70 ft. and can accommodate up to 1000 guests. An attached

pre-function hallway measures 117 ft. by 15 ft. The Banquet can also be divided into three

portions for smaller groups. The newly added Kohsar halls are available for smaller meeting

requirements. They cover a total area of 39 * 65 sq ft.

Other Facilities:

Laundry/Dry-Cleaning:

The best service in town offers same day delivery.

Barber Shop / Beauty Salon:

Trained personnel take care of your tresses, and trim and shape them to make you look good.

Pearl Tours:

A sister concern, offers chauffer driven Cars, Busses, and Mini vans. Open round the clock.


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Brand Audit Report

Trans Air:

Another sister concern, takes care of all your travel needs.

Florist:

From floral settings to bouquet’s available in the lobby all day.

Shopping:

From every day utilities, to Carpets, and Antiques, our shopping area provides all.

Bakers Boutique:

Exquisite Cake, Bakes, and Patisseries available for individual and party consumption.

• In-House Doctor• Bookstore• Pharmacy• 24-Hour Room Service• Car Rental Service


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Brand Audit Report

3. Brand Extensions:

Hotels & Resorts:

Owing to the vision of its founder, Mr. Sadruddin Hashwani, Hashoo Group of Companies is

a preeminent player in hospitality industry in Pakistan. Since its inception in 1972, it has

offered its valued guests warm hospitality, impeccable service and unparalleled facilities

promising a memorable experience.

Strategically situated at prime locations, the hotels cater to the business and leisure needs of

local and international market. The Group’s commitment to excellence, attention to details

and personalized services ensures a loyal guest list.

The task to manage the hospitality interests of the Group led to the formation of two

companies.


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Brand Audit Report

4. Stand-alone brand: Pearl Continental Hotel stand upon its own merits as a unique provides regional food festivals like Mediterranean food festival, Arabian nights special, italion food festival, regional food festival, Chinese food festivals, egyption food festival, Mexican food festival, food cocktails etc. special offerings regarding room rates, special discount packages on different events like hotel anniversary packages, wedding packages, new year celebration packages, Christmas packages, Ramzan iftar dinner offers, child summer camps,speciall eid cakes, travel guids,,credit facilities, corporate special room rates for air lines cabin crew, cockpit crew, multinational banks, local and multinational companies, special offers for taking ILLETS examinations, valentines day party packages.

b. BRAND MANAGEMENT:

The PC management falls under the umbrella of seven major functional departments listed below.

1. Finance Department2. Sales & Marketing Department3. Engineering Department4. House Keeping Department5. Human Resource Department6. Food And Beverage Department ( Restaurants & kitchens)7. Front Office

1. ORGANIZATION:

Reff: Material from marketing department

Sales Department: 16

Brand Audit Report

The basic sales are concerned with reservation of rooms. The sales department works under

this consideration. This is the main department which is directly concerned with revenue

generation as they brings business for the hotel by arranging meetings with corporate clients,

executives and convince them to held their meetings, seminars, exhibitions, lunch, dinners,

conferences, launching ceremonies, annual general meetings, process cycling meetings,

weddings receptions, in the hotel.

Marketing Department:

The marketing department is concerned with promotional activities, which includes

Above the line marketing

Below the line marketing

Above the line marketing includes promotional campaigns in print and electronic media.

Below the line marketing includes local campaigns including banners, billboards and handouts.

Finance Department:

It is concerned with the financial recording, provision and payments. It consists of a finance

control controller, who is the head of the department. There is also a credit section for

employees and customers, which recovers outstanding payments from the customers by daily

basis so as to increase hotel credit policies.

Engineering Department:

It is concerned with the maintenance of the rooms, offices, floors and lobby area. It ensures

full time provision and maintenance of water, power and light in all places.

House Keeping:

It is concerned with general cleanliness and hosting services to the guests. It has a supply

section, which ensured provision of accessories and valuables. Corporate level purchases are

made from Karachi section, while local level purchases include daily items.


Human Resource Department:

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Brand Audit Report

This department is concerned with recruitment, promotion, training of Workers in the

organization. There are 500 plus workers in the Hotel for which the department have to keep

a union of worker which works for social security of the employees. It has three sections,

which includes personnel department, human resource management department and human

resource development department.

Food & Beverage Department:

It is the main department in the hotel, which includes restaurants, kitchens, out side catering,

banquet halls. This department is the backbone of hotel as the customer want delicious food.

2. POLICY:

Training:

Investment in people and human resource development is an ongoing process in the Hashoo

Group. New management concepts and intensive training programs are incorporated at all

levels of supervisory and managerial positions. Hashoo group looks forward to imparting

systematic and scientific knowledge of the operations of both tourism and hospitality

business.

Profitability:

In order to maximize profit through sourcing new business, different marketing arrangements

are being made which include joint ventures and exclusive marketing agreements.

Growth Profile:

The outstanding growth can be achieved with excellent service, improvement in décor and

facilities, variety of cuisine, expansion/addition of banquet halls, increase in airline catering

business, and permission to serve food at marriage parties.

Reff: Material from marketing & Sales department

Compatibility:

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Brand Audit Report

PC has pledged to keep pace with the change through consistent efforts and shall continue to

achieve better results through higher sales and improved profitability. They compete with

others through their high standard services and traditional environment and chain of PC’s.

Traditional Hospitability:

Pearl Continental Hotels is synonymous with a tradition of personal services, efficiency,

convenience and guest satisfaction. Repeat customers’ business due to their exquisite cuisine

and courteous service which give full value for money, is one of their most valuable assets.

Health & Safety Environment:

PC Hotel is committed to constantly strive for higher standards in health, safety and

environment to their employees, and guests. The hotel is very mindful of the Occupational

Safety and Health issues and to cement their "environment friendly philosophy," they have

undertaken a number of steps, which include periodical meetings and safety training of

associates to acclimatize the human resources and create safety awareness amongst them.

Environment of Professional Enhancement:

At PC Hotel, management strongly believes that without the development of top quality

personnel, dynamic growth is not possible. Our core value is "Growth and Development for

All" with the elements of learning environment and opportunities, provision of world class

education and training and aligning people with latest technological trends.

Enterprising:

PC Hotel is eager to expand its activities in all major locations of the country and abroad and

to play a pivotal role in the development of tourism in Pakistan which can only be achieved

through sustained support of the government, financial institutions, and of course our valued

share holders.


3. Customer service:

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Brand Audit Report

Pearl Continental Hotels- the largest chain of hotels in Pakistan maintains the standards of

excellence for which it’s famed worldwide. At the hotels, the art and science of hospitality

are applied in perfection to offer the most luxurious ambience and a wealth of services to the

guests who are as precious as pearls. Here at pc hotel we provide best of best customer

service because we believe n there is a policy that customer is always right so as to follow

this policy timely and quick response to the customer is always been a first priority, follow up

calls, emails, call center, news letters, all these are for the customer services facilities.

Our customer services creates the brand differentiation with others brands like in the badly

event of 27’th December 2007 after the sudden death of Shaheed Muhtarma Benazir Bhutto

panic has been created over the whole city of Karachi many multinational, banks, air lines

reserves the rooms for their staff as city is under threatening condition so in order to flow of

operations these clients booked all the rooms, at that time the occupancy reached at the

maximum level and so our customer service staff work day and night to manage the brand

positioning in the market more efficiently.

4. Budget:

There are different type of standards for the budget for different departments, for the sales

and marketing department main focus is on target the potential customer by giving them

different attractive offers by print medium or broachers, billboards, banner adz, loyalty cards,

privilege cards.

5. Consistency:

In our PC management structure the director public relations has been assigned an on going

task of making our brand on focused in our valued customer’s eyes. He is responsible for

making more and more public relations and to keep a check on all related departments that

whether the standard is maintaining or not within the benchmark stated.


6. Brand Standard:

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Brand Audit Report

PC hotel have there own standards ways on the basis of luxurious hotel ling, prestigious food,

quality service, which gives our brand a unique and top most priority on the eyes of our

valued customers, as far as responsibility is concerned the overall management and all the

workers are take a part in order to keep maintaining the standard.

B: Pearl Continental Hotel- Market Segments:

PC market segmentation can be classified in the following manner listed below.

1. Rooms2. Restaurants3. Banquet halls4. Laundry5. Out side catering6. Baker’s boutique7. Rent a car8. Trans air travel guide.

1. ROOMS:

a) Segment Size:

Here at PC hotel we have different categories of rooms depending upon the size and facilities

provided in it. We acquire a large share of customer in this segment; these customers are of

corporate clients as well as walk in customer. Here at present political n law and order

situation we acquire almost 50% of market share of these customers.

b) Location:

Well most of the customers are from Europeans, different corporate sector customers, airlines

and banks.

c) Maturity:

It depends upon the current trends, we bring almost through the year changing in our room’s

set-ups and it will keep on changing according to the customer needs, attractions and comfort.

Reff: Material from marketing department/ Research by Mr. Usman Mehdi

d) Customer profile:

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Brand Audit Report

Different customers are classified in different categories according to their profiles, some

customers are most regular these are the highly potential customers and they have been

treated with high quality of services and care because they are the main revenue generating

source, some are the corporate customers which deals directly with there company as they are

direct bill to company customers, some are walk in customers .all that classification are been

treated with different rates.

2. RESTAURANTS:

a) Segment Size:

In Restaurant perspective in this segment size it really captures the larger share of the

customer due to delicious and quality food. The price of the dishes are high but it does not

impact on our prestigious customer who really feel good to have lunch or dinner in our PC

restaurants they feel pride to have touch of PC brand name.

b) Location:

The target customers of our PC restaurants are basically from foreign countries that are too

conscious about the quality food. Whenever they come in our country they just feel good to

have food of PC restaurants. And our marketing department continuously targets to retain

those customers again and again whenever they visit Pakistan.

c) Maturity:

In PC restaurant they always try to change there food items in every month basis of their

customer need and desire. So we always make our efforts to give some change in food items

for this we provides regional food festivals like Mediterranean food festival, Arabian nights

special, Italian food festival, regional food festival, Chinese food festivals, Egyptian food

festival, Mexican food festival, food cocktails etc.


The customer profiles of our customer are luxuries, for which price does not matter but they

don’t compromise quality and taste. So our maximum effort is to satisfy our customer with

optimum level.

Reff: Written On research Bases by Mr. Usman Mehdi

3. BANQUET HALLS: 22

Brand Audit Report

a) Segment Size:

For this segment our sales team makes effort for getting maximum market share in our local

place.

b) Location:

In this segment the location target those people who are rich and well known in society.

Who found themselves high class to having attachment with this prestigious brand.

c) Maturity:

In every month we change the set up of our Halls or as per the requirement of our customer

we make them comfort and satisfy.


Our customer profiles basically are corporate persons, bankers, govt. high officials,

Industrialist, media personality and politicians.

4. LAUNDRY:

a) Segment Size:

In this segment we have small market share.

b) Location:

In this segment the location is does not prefer.

c) Maturity:

Maturity does not play role in this segment, while we offer same day delivery.


Our customer profile in this segment is quality conscious.Reff: Written On research Bases by Mr. Usman Mehdi

5. OUT SIDE CATERING:

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Brand Audit Report

a) Segment Size:

In PC Hotel we have small size of market share in catering business,

Because we have not yet make good effort to capture this market share.

b) Location:

Our target location basically for porch areas where people understand the brand us compare

with price.

c) Maturity:

Our prime target is to give variety of food, which can retain the customer again and again.


Customer profiles in PC catering are those who want standard food who cares about their

guest.

C: Pearl Continental -Personality:

I-Brand Name:

Previously known as inter continental hotel since from its inauguration, intercontinental hotel

is a well known world wide chain of five star hotels spread all over the world, after the late

80’s era the inter continental chain decided to wind up its operations in Pakistan at this stage

Mr. Sadaruddin Hashwani decided to take control all the properties in Pakistan n hence want

to take franchise license from inter continental but intercontinental management said that the

in charge of the hotel i.e. the general manager would be some one from intercontinental

management but this will not be acceptable to Mr. Hashwani that’s why the name

intercontinental had been change from inter to pearl continental. as now this name directly

relate to brand awareness, now the name pearl continental is very well known in corporate

sector as well as private customers mind.

Reff: Written On research bases by combine effort

II-Brand Logo:

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Brand Audit Report

The logo of pearl continental shows a dynamic and executive style, as this logo relate to

brand association as per the customer point of view our logo define the excellence hospitality

services which is been providing in this hotel, customer associate with this logo as by holding

all their social gathering over there. The unique style of pc logo is been easily recognizable

for all most every one.

III-Brand Style:

This Style of their font’s shows that whenever our customer sees that font written

style they will recognize their brand and brand awareness will remind them that they feel

attachment with that brand.

IV-Brand Promotion:

Our brand make their effort for retain there customer again and again for this cause they

make promotion marketing like food festival with discount packages, Get to gather for their

loyal customer, Privilege card for Potential customer, cause marketing effort for Sahara

Foundation and different sort of charity program.

V-Promotional Material:

For promotional material we make our effort by printing broachers, telemarketing to call our

customer to give awareness related to our new promotions, Print Ad’s in different magazines

and news paper, bill boards marketing in different porch area, Pan flex ad’s in different area

of our premises.


D: Pearl Continental -Metrics:

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Brand Audit Report

Image Metrics:

1, Brand Awareness:

Almost 80 % of potential customer who are really the true hoteliers are very well known

about pearl continental hotel, its restaurants, like its Chinese restaurant Taipan is very well

famous for its live prawns tempura, the customers are well aware of this restaurant and its

Chinese dishes, whenever a someone wants to eat prawns the name of our Taipan restaurant

is immediately comes in his mind, apart from this restaurant another restaurant called Sakura

which is a Japanese restaurant is famous for its Japanese dishes and live cooking in front of

the customer as there is a live cooking area at the center of the restaurant .the customer enjoy

having food in that environment while seeing his dishes cooked live in front of them. When a

customer wants to hold a conference or seminar in a reputable place the name pearl

continental quickly comes into his mind, as he is very well aware of this hotel.

2, Brand Recognition: Brand recognition in the current environment is very difficult as there is a lot of competition

in the market. Other hotels are very strong competitors of pearl continental, so its very

difficult to recall the brand as if he or she is very well aware of the brand then the chances

increases to recall the brand, customers have a lot of choices in this hoteling sector in terms

of having a food (restaurants) or in terms of luxurious living (rooms) or having holding any

function in the banquet halls, the customer recognize pearl continental as having delicious

food for its restaurants, luxurious n comfortable living for its rooms, and prestigious banquet

halls. These qualities associates with these brand families and by seeing these associations the

customers recognize pearl continentals a brand name.

3, Brand Preference:

Our customers give us preference on compared to other hotels, as they know that they are

being treated as loyal customers over here. Our customers associates them selves with pearl

continental as this became a status symbol for them, by giving us preference on other hotels

they give us their trust. Pakistan cricket board is a loyal client for us and give us preference

on Sheraton hotel as Sheraton is also willing to take the agreement with Pakistan cricket

board, as we have an agreement with them that if any foreigner team as well as Pakistani

team have any match in the country they stayed in our chain, Pakistan international air line,

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Brand Audit Report

Turkish air line, Saudi air lines, Brooks Pharma, Unilever, Hilton pharma, cocacola, geotv,

ary digital, Pakistan cabels, telenor, mobilink all they give us preference from other hotels as

they are our regular and potential customers.


4, Brand Loyalty:

The world of Pearl-Continental Hotels welcomes you to

the Privilege Club. Your membership to the Privilege Club

entitles you to a host of exclusive privileges. When visiting

the Pearl Continental Hotel restaurants in Karachi, Lahore,

Peshawar, Rawalpindi, and Bhurban. Renowned for unparalleled quality of cuisine attentive

service and authentic design surroundings, your dining experience in any one of the

restaurants when using your Privilege Club Card is guaranteed to be unique and memorable.

Furthermore, you will be afforded a variety of other benefits when using selected hotel

services. We look forward to extending our hospitality to you soon. In order to be loyal with

our valued customer we offer them many privileges by offering them our privilege cards, the

customer having this privilege card can avail free nights stay, discount packages in our

different restaurants, health club, swimming pool, bakery, laundry, etc.

Impact Metrics:

1, Market Share:

Pearl Continental covers the major share in the hoteling industry as it is very well known

among all the corporate sector as well as private sector(walk in customers) For each market

segment, Pearl Continental determine the brand’s share of market as well as the shares of

competitive brands to assess relative market strengths. Pearl Continental capture almost 40 %

of the total hoteling sector where as Sheraton caters 45 % while rest of the 15% market share

divided among remaining competitors like Ramada , Avari, Beach Luxury, Mehran etc.


2, Profitability: 27

Brand Audit Report

Pearl continental hotel, is the most preferable brand in hotel chain to visit by its customer, but

due to economic upheaval in the country and effect of international environment on tourism

and hotel industry, PC could not retain its brand earning as required to sustain with the other

competitor brands. Though the PC brand was able to achieve sales and services of Rs.1.932

billion for the current year, which was almost equal to what they had achieved during the last

year; change in sales mix gave rise to increase in cost of sales and the administrative cost as

compared to last year.

The rooms sales during the year, did not maintain the desired brand earnings up to the desired

level. Pearl Continental Hotels of Lahore, Rawalpindi and Peshawar creates the better brand

positioning among all other brand in the respecter sector through won an exclusive contract

for the lodging of cabin and cockpit crew of the national carrier, Pakistan International

Airlines (PIA). Through this success it contributed towards brand product strategy increase in

overall room occupancy to 58% as compared to 54% during the corresponding period last

year. However, due to decline in average room rate, the room revenue stood at Rs. 831

million as against Rs.890 million in the corresponding period last year, which is a decrease of

Rs.59 million. In order to get more business and perceived quality and value and to maximize

profit, Pearl Continental projected applied the brand extension activity through with

Marketing & Reservation Agreement with M.H.R. Collection Limited (Medotels, Hotels and

Resorts). As per agreement, MHR Collection will provide the services through their network

for promoting PC hotels in Pakistan and for making room reservations, which will positively

improve room revenue in the years to come. This revenue generating business comprised

approximately 51% of the total sales revenue of the hotel as compared to 44% last year. The

gross room revenue for PC during the years is shown in the diagram from the year 1997 to

2003.This graph shows overall decrease in gross room revenue for the, Chain of PC’s in

recent year. The total revenue has also decreased for previous years.

3, Life Cycle:

Being the most reputable brand in hoteling sector PC continuously being in the process of

product life cycle, in the existence of all brand families for example PC relaunch its old

banquet halls as more capacity and with more elegant look with a new name ZAVER. This

process occurred due to the evaluation process of life cycle of banquet halls.


Brand Equity:

28

Brand Audit Report

This is a relatively new measurement concept - assigning a brand prominence affect in the

customer mind to help in the process of brand recognition.

1, Brand loyalty:

From the customer perspective the price premium and service quality standard differs the PC

brand with other brands because PC utilizes its brand imagery through there privilege cards,

(discount on special occasions, events) through this customer can earned privilege card points

and then redeem it in different brand families location.

2, Name Awareness:

Being the part of inter continental chain every customer recognize the brand of continental

than after Pearl Continental management took the advantage of brand awareness of

continental chain they includes Continental with their own brand name Pearl.

3, Perceived Quality:

Here the Pearl Continental Brand Personality, plays these vital roles of Differentiators and

brand Positioning have a strong place in the market mix, for the valuable customers because

they are the attributes to use his market judgments about the PC brand families.


E: Peal Continental -Positioning:

In the realm of PC Positioning, brand management isn’t the final arbitrator. Customers and

Stakeholders actually Position the PC brand in their collective consciousness based on

multiple impressions, experiences and values. A Position is relative to the market segment,

the competitive environment, and the efforts made by management to Position the brand of

PC with different brand tracking studies.

Reff: Material from sales department/ Research by Mr. Usman Mehdi

1, Positioning Attributes:

29

Brand Audit Report

From the short sampling survey we come to know that our brand PC is placed 2nd position in

the market as our competitor Sheraton have an advantage of more then 400 rooms and more

banquet halls, also they have the advantage that most of the foreign customer rely on

Sheraton because Sheraton is an international chain where PC is a local chain.

2, Image Perception:

Pearl Continental is one of the luxurious hotels in the arena of customer satisfactory. It is

proved from our sample survey, which is based on the perception about hoteling from the

customer minds. In comparison with the competitors like Sheraton, Ramada, Avari etc,

majority of customers thinks about PC a luxurious living as well as pleasure dinning.

3, Competitive Positioning:

Pearl Continental has a strategy in order to capture the market through different competitive

brand imagery activities like having regional food festival in different events like meditation

etc, also arranging regional festivals, exhibitions, other activities in order to retain market

shares from the competitors.

Reff: Material from sales department/ Written On research bases by combine effort

F: Pearl Continental –Differentiators:

Pearl Continental is different from their competitors of his services, quality assurance,

pricing, exhibits, discount packages, foods festivals etc. from these brand strategies PC hotel

build a strong brand positioning among the potential customer as well as new entrance. Some

Points of Difference (POD) are listed below.

Reff: Material from marketing department/ Written On research bases by combine effort

1. Pricing: Pearl Continental has an advantage over its competitors in respect of its unique pricing

strategies, this pricing strategy is a part of its promotion strategy, and this is a projective

technique in order to get new customers attracted and to retain potential customers as well,

here it should must be mentioned that our ADR (average daily room rate) fluctuate because

of the total occupied rooms and forecasted arrival and departures, it also get affected by the

competitors occupancy rates as well. but over all our prices regarding dinning and rooms and

30

Brand Audit Report

banquet are relatively get attracted for the customers, most of the time we wave off our rental

charges of the banquet halls, in order to just get customer attracted towards PC.Brand loyal

customers remain gets loyal with Pearl Continental when they get these sort of prices for

there social and personnel gatherings. Our competitor i.e. Sheraton is almost very close room

rates as compared to Pearl Continental. Although it has large number of rooms including its

suits as well, (rooms=408,suits 52) where as Pearl Continental has (rooms=286,suits=28) ,

at present date when I am making this report our today’s ADR is 9564 for standard room and

for the Sheraton its 9780.over all buffet and ala kart dinning rates are more or less same but

here there is a difference of giving a variety of dinning to our valued customers, by offering

them different dinning offers like one buffet free for every 5 buffets, one free cocktail for the

group of every 6 people, one drink free for the couples,moktail plus having a live fashion

show while having a HI-TEA at Marco polo restaurant and much more offers. Where

Sheraton doesn’t offer these kind of offers.

Reff: Material from sales department/ Written On research bases by combine effort

2. Quality:

As far as quality is concern Pearl Continental Never compromise on quality, Pearl

Continental gives the best of its best for its services because this is an important factor why

customers get loyal with the brand. If any guests have any complain regarding quality of

food, rooms housekeeping, or any banquet quality it will be sort out on the spot and

investigated on the spot so that it can never happen again in future. Most of the time if any

guest doesn’t satisfied with the quality of food and the services of the banquet staff he or she

can be compensated by offering them rental wave off, any other place for there events,

discount packages for any other future events etc.we use qualitative research techniques in

order to get the idea of customers mind what exactly customer wants from Pearl Continental,

in this regard many training programs and meetings held occasionally in which we analyze

the feedbacks of our customers after getting the data from the customers and find our

weaknesses regarding dinning ,rooms,banquet,the services offering to the customers etc.


3. Customer Services:

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Brand Audit Report

Our service, which is offering, is for every individual customer. We target every customers a

valued customer in order to build brand credibility. Our customer services agents that is front

office staff and front desk staff is doing personalize marketing of Pearl continental at there

ends like if a walk in customer want a room at standard floor they offer them to get it on pearl

floor or e floor (electronic floor) just to give them more pleasure by living in a hotel. Pearl

Continental doing many trade promotions as well in order to increase perceived quality and

brand relationship with the customers. These promotions are like offering customers free

night stay at different properties of Pearl Continental through out the country, free coupon s

to avail health club services Jacuzzi sauna, free buffet dinners at different restaurants etc, here

I would mention that our customer services is so effective that if any party comes to us at 4

pm in the evening and want to have an arrangement of 1000 people at 8 pm in the night for

wedding and for dinner we don’t refuse them, we assure them to make it possible in the

limited time and make a set up for 1000 people dinner where as our competitor Sheraton

refuse to get this happened it this limited time as there banquet are not so much efficient .they

have there banquet timings and they follow it strictly. our policy is to never refuse any

customer as a customer is the main source of revenue generation where as Sheraton follow

the rules and policies strictly. Reff: Written On research bases by combine effort

4. Leadership:

Being a market leader Sheraton is no 1 in this hotelling industry because they have an

advantage of being international chain of hotels, and the foreigner guests have more trust and

rely on Sheraton. Here Pear Continental making there efforts to break this perception about

Sheraton by offering them augmented services. Reff: Written On research bases by combine effort

5. First in Category:

By being the first to introduce a product in a new category Pearl Continental introduces first

time in the hotelling industry different kinds of food festivals, different rooms packages like

summer vocations packages, anniversy pakage, newly wed pakage, honymoon pakage,

seasonel packages where our competitor introduces these strategies after Pear Continental,

Pear Continental is the leader unless it lose momentum as others begin to compete. But for

them it’s uphill to overtake the position which Pearl Continental establish Pearl Continental

remain staying innovative and aggressive by continually introduces that kind of trade

promotions in order to build brand profitability. Reff: Written On research bases by combine effort

6. Heritage: 32

Brand Audit Report

Pearl Continental Serving a market for a long time, initially it was inter Continental since

1968 as mentioned in the beginning of this report and in 1984 it was acquired by Mr.

Sadaruddin Hashwani it becomes Pearl Continental so from 1984 its been 25 years of giving

excellence services in hospitality industry. Many old customers (business executives) still

come in Pearl Continental as they take Pearl Continental as their family places since it was

inter continental.

7. Being the Newest:

Here Pearl Continental will take the precarious route of eternal product development and

introductions like Pearl Continental introduces first time in the hotelling industry Arabian

dance nights, Lebanese fashion shows and belle dance, different food festival under the

one umbrella.

8. Points of Parity (POP):

These are those associations that are not unique to the brand but may in fact be shared with

other brands, like Pearl Continental has almost same category or type of rooms as with

Sheraton, quality of services which they both are offering are same, the core brand focus is to

give perceived quality services in order to build strong brand credibility.


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pc hotel (brand audit report)final

Documents

brand standard

brand recognition

brand awareness

competitor brand

standalone brand

brand management

brand families

brand extensions