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A presentation that we did for a Pune guest house by the name Silver Crest. Feedback is appreciated.
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SILVER CREST GUESTHOUSE
A CASE STUDY
ADVERTISING MANAGEMENT ASSIGNMENT | SEMESTER III, BATCH 2013 | SYMBIOSIS INSTITUTE OF MEDIA AND COMMUNICATION (UG)1
‘THOUGHT JACUZZI’
AVANI RAJESH (472)
ALINA GUFRAN (438)
KUNAL PANDEY (440)
SHALAKA DESAI (430)
ABHINANDAN KS (414)
ADVERTISING MANAGEMENT II
COMMUNICATION MANAGEMENT
SEMESTER III
SYMBIOSIS INSTITUTE OF MEDIA AND COMMUNICATION (UG)
PUNE, MH
2
Table of contents
Biography ……………………………………………………………….. 4
Silver Crest Today …………………………………...……………….…… 5• 5 Cs
• Company
• Category
• Customer
• Consumer
• Competition
• SWOT Analysis
• Silver Crest
• Competition
• Target Audience & Current Market Situation
• Market Research
• Market Analysis
• Questionnaires
• Results
Why Thought Jacuzzi should step in ………………………………………..... 17
‘Refresh Silver Crest’ ……………………………………………………... 18
• Print Advertisements
• Collateral
TTOC
3
Biography
What is Silver Crest?
Silver Crest is a standalone corporate
condominium in Viman Nagar, Pune
promoted by Raana Hospitality Pvt. Ltd,
where each guest is delighted by clean, well
maintained apartments and a friendly staff.
It was founded in 2009 to serve as service
apartments but was soon converted into a
guesthouse catering only to corporate
professionals.
Why Silver Crest?
Silver Crest emphasizes on space and its
guests revel in the spaciousness of each
apartment contrary to the confined spaces in
hotel rooms. All the apartments are
furnished in different themes in English
countryside, Oriental, Italian and
Contemporary, thus giving guests the
flexibility to choose their ambience.
Suitable for guests staying for longer
duration, the guesthouse pantry is well
equipped to allow our guests the flexibility of
cooking their own meals or enjoy the taste of
home-made food in the dining room.
Centrally situated with proximity to the
airport, railway station, hospitals, malls and
multiplexes Silver Crest delivers its guests
experience for less money than other limited
service hotels.
BBIO
4
Silver Crest Today
The 5 Cs
5
COMPANY
SILVER
CREST
CATEGORYHOSPITALITY
SECTOR
CUSTOMERCORPORATE
ORGANIZATIONS
CONSUMERCORPORATE
PROFESSIONALS
COMPETITION
HOTELS, FLY-BY-
NIGHT
OPERATORS
55Cs
6
COMPANY
Homely atmosphere
No rent on hourly basis
Rates: One person - INR 1500/night
Two persons – INR 1800/night
No service tax on food; Complimentary
breakfast
Enjoy 100% customer retention
7
CATEGORY
Hospitality sector
Positioned as a Corporate Guesthouse
8
CUSTOMER
Clientele includes Ford, TATA, L&T,
Symbiosis and IBM.
October, recruitment time for corporates
brings in max. visitors
9
CONSUMER
Comprises of Corporate professionals
Free pick-up and drop services
Free internet service
Lunch and dinner on the individual’s
expense
No added charge on room service
10
COMPETITION
Hotels: Ibis
Elite Suites
Living Water Service Apartments
IPRASS Apartments
Alcove Service Apartments
Fly-by-night Operators: Brokers,
Housewives, etc.
STRENGTHS
Silver Crest is located within close proximity to
the airport, ideal for those on a short business
trip.
Their tariff range sets them in the affordable
and cost effective set with their target
audience, businesses and corporate, making
them the more favoured choice over
competitors.
Corporate tie up with companies as well as the
Symbiosis University, within the same locality.
Convenient for parents visiting their children.
Best of all: They enjoy 100% customer
retention.
WEAKNESSES
Silver Crest lacks variation in room sizes.
No pick-up and drop facility
Lack of communication collaterals, with the
exception of brochures (which are
unfortunately, out-dated)
Lunch and dinner have to be availed at (extra)
expense on the visitor’s part.
Stand-alone building in the locality.
Need to improve all forms of external
communiqué, especially the website
1. SWOT ANALYSIS – SILVER CREST
S
W11
OPPORTUNITIES
Growing IT sector, with the emergence of an IT park in the same and also surrounding areas brings with it a growing need to accommodate visiting professionals.
Silver Crest is a promising venture. It has the potential to expand to other cities.
Cheaper air fares to Pune means more people will fly in.
THREATS
Growing competition, willing to lower their prices
Relies heavily on word of mouth publicity, while other competitors have adopted more noticeable means of communication
Complete loss of the market segment of ‘individuals’
O
T12
2. SWOT Analysis – Competitors
STRENGTHS
The Elite Suites
The hotel is located in close proximity to the
airport with a variety of rooms and tariffs
available.
Ibis
Greater appeal, and a large number of rooms
means availability without booking is
easy.
Living Waters Service Apartments
This building is situated well inside the city.
Although a little far from the airport, it
enjoys the luxury of having several malls
and restaurants around.
IPRASS Service Apartments
The hotel boasts of big clients in its dossier and
is known for its no frills and good service.
Alcove Service Apartments
Another hotel that boasts of a fancy clientele.
WEAKNESSES
The Elite Suites
Expensive and far from the airport.
Ibis
Expensive, grand with an imposing ambience.
Thus, cannot with compromise with price
to compete.
Living Waters Service Apartments
New entrant in an expanding market.
IPRASS Service Apartments
Situated further away from the airport than it’s
competitors.
Alcove Service Apartments
Priced high. It’s Pune branch is a lesser known
cousin to big branches in other cities.
13
OPPORTUNITIES
The Elite Suites
Caters to corporate professionals and
regular visitors alike.
Ibis
Ibis has shown a tendency to bring down
prices to get ahead of competition.
Living Waters Service Apartments
Service apartments that merge luxury with
affordability.
IPRASS Service Apartments
Well known in the local circuit. Holds an
edge if it comes to tapping local
corporate companies.
Alcove Service Apartments
Can ride on the popularity of its other
branches and emerge on top.
THREATS
The Elite Suites
Too expensive for a service apartment.
Ibis
Several buildings around the hotel sport the
striking resemblance to Ibis’ architecture.
Living Waters Service Apartments
Latest entrant in a highly competitive market..
IPRASS Service Apartments
Alcove Service Apartments
Will turn away cost-conscious consumers.
14
3. Target Audience & Current Market Situation
15
Target Market
Silver Crest is targeted predominantly at
companies and organizations having a well-
established network.
Silver Crest is not targeted towards individuals,
couples, tourists and other groups of people if
they are not representing an organization.
They also have a tie up with the Symbiosis
colleges in the Viman Nagar campus. These
colleges often have students coming in from
different parts of the country and also outside.
Silver Crest targets their parents and relatives
who visit them often, with excellent facilities
and reasonable rates.
Current Market Situation
The hospitality industry, is growing at a fast
rate and reached INR 826.76 billion by
2010. It is estimated that till the next two years
70,000 - 80,000 rooms will be added across
different categories throughout the country.
There is a shortage of 100,000 guest rooms
short in the country.
While the industry largely depends on business
travellers, tourist traffic is also on the rise.
Demand normally spurts in the peak season
between November and March.
High capital costs, poor infrastructure facilities
and scarcity of land especially in the metros
are a few drawbacks of the industry.
Bargaining power of suppliers is limited due to
stiff competition, especially in the metros.
*
4. Questionnaires
1. QUESTIONNAIRE ONE
Name
Place
Occupation
1. When you go out of station, which of the
following do you opt for? (Guest-
house/Hotel/Others)
2. Do you visit Pune often? (Y/N)
3. When in Pune, do you require a
guesthouse? (Y/N)
4. How much are you willing to pay for
accommodation per day? (Under INR
1000/INR 1000-2000/Above INR 2000)
5. Have you heard of Silver Crest? (Y/N)
The following survey was conducted with a
sample space of 46 people. It was
distributed among general public in Viman
Nagar, Pune.
2. QUESTIONNAIRE TWO
Name
Place
Occupation
1. How would you rate our hospitality on the
whole? (Excellent/Good/Fair/Needs review)
2. Your opinion on the standards of
• Cleanliness (E/G/F/N)
• Comfort (E/G/F/N)
• Décor (E/G/F/N)
• Bathroom & Amenities (E/G/F/N)
• Linen (E/G/F/N)
3. Your opinion on the
• House-keeping (E/G/F/N)
• Caretaking (E/G/F/N)
• In-house Food (E/G/F/N)
4. Comments/Suggestions
Above is the customer feedback form made for
the client.
?
16
5. Results
QUESTIONNAIRE ONE
1. When you go out of station, which of the
following do you opt for?
Guesthouse – 7 (15.21%)
Hotels – 18 (39.13%)
Others – (45.65%)
2. Do you visit Pune often? (Y/N)
Yes – 33 (71.73%)
No – 13 (28.26%)
3. When in Pune, do you require a guesthouse?
(Y/N)
Yes – 6 (13.04%)
No – 40 (86.96%)
4. Have you heard of Silver Crest? (Y/N)
Yes – 16 (34.78%)
No – 30 (65.21%)
X
17
Why Thought Jacuzzi Should Step In
Silver Crest is a brand that has previously
invested in negligible advertising. Thought
Jacuzzi views the brand as potential
trendsetters in terms of the quality of the
experience they offer. The USP of the brand
is revealed at the stage where a convenient
business-to-business venture combines with
a comfortable homely stay.
‘They’ve got the experience, we’ve got the
strategy’ is the mantra Thought Jacuzzi
approaches the brand with. Keeping in mind
their demographic target audience, Thought
Jacuzzi has devised a communication
strategy to deliver to both potential and
existing customers to imprint a lasting
impression. Combining elements of basic
branding to strategic advertising, we hope to
cover the basics with the strategy we have in
mind.
Silver Crest’s current repertoire includes
mostly IT-based companies based in and
around Pune. They also have a number of
out station clients and the occupancy figures
have been constant at around 40-60% per
annum. While these figures are satisfactory,
Silver Crest steps in to target potential
clients. Working on a strict corporate clients
only policy, Silver Crest would benefit from
investing in the following advertising
approaches:
Refresh Silver Crest: Branding material
(stationary, miscellaneous, etc.)
Print Advertisements in Domestic In-Flight
magazines such as Swagat (Air India),
SpiceRoute (Spice Jet), etc.
BTL activities (tie up with Trade Fare, Pune)
Thought Jacuzzi hopes to revitalize the brand
as a part of their outreach program to
consolidate and enhance their current
communication strategy to reach the desired
target audience.
!
18
‘Refresh Silver Crest’
F5
19
The LOGO
Even after three years of establishment,
Silver Crest Guesthouse does not have a
logo. Above is the logo designed for the
client.
It was designed keeping in mind Silver
Crest’s promise of providing a homely feel
even on a business trip.
20
Branding articles
Glasses and Napkins
21
22
Creating Collateral
Letterheads
23
Branding Stationery
Notepads, Paper weights,
Visiting Cards
24
25
Print Ads for in-flight magazines
26
THE END
SINCERE THANKS TO MRS. NANDITA KHAIRE
27
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