Greenwoods Presentation

8/7/2019 Greenwoods Presentation

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Communication Strategy for

Sterling Greenwood Resort

Team No. 25:Chandana Raizada

Suhani Sharma

Supriya Sharma



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Who should we target?

People from Ahmedabad and nearby cities

Which segment?

1. Proffessionals migrated from other cities for

work

2. Students in IIM, MICA, NID etc

3. Original inhabitants with high MHI

4. Businessmen, self-employed professionals

families with medium Income levels

How should we position?

� A getaway to enjoy good food, good surroundingand have fun with family

� A place which has something for everyone

� Near to the city yet away from daily hustle-bustle

�Modern yet traditional



Theme of our resort

Celebrating the spirit of Gujarat

� Unique Indian experience in the lap of nature

� Oasis of oxygen in the dry and arid city of Ahmadabad

� The eastern and western worlds to promote the Indian cultureof togetherness and the western culture of modernity



Proposed strategic changes:

� Adding the Indian touch to the existing positioning by adding:

± Festive celebrations

± Indian feel in ambience

± Holding events like food festival etc

� Employing the push strategy

� Focus on constant revenue generating models:

± Corporate tie-ups for recreational trips/outings

± Tie-ups with PSUs/ Civil Servants as part of their employee benefit

policies

� Change in brand identity elements to reflect new positioning



Increasing customer engagement

� Packages should be designed to enhance the experience of

the customers by:

± Organizing events like yoga/ mediation experience, games, evening

high tea, entertainers etc in f amily packages

± NRI packages can include sight-seeing, authentic Gujarati food

experience etc

� Club Memberships should be promoted and encouraged by:

± Hosting events f or members around the year such as rain dance party,

new year party etc± Communicating the same by designing brochure including tentative

itinerary to visitors and also send by post



Corporate Tie-ups

� Tie-ups with corporate as part of employee recreational policy of company

� Providing an unf orgettable experience by a specially designed itinerary

including:

± Games and activities like yoga/meditation experience, Tambola, Waterpolo

etc.± Yoga/meditation experience

± Dance partyList of Probable companies:Adani Group

Arvind Mills

Torrent Group

Dishman PharmaceuticalsTorrent Pharmaceuticals

Cadila Pharmaceuticals

Cadila Healthcare

Nirma Group

Torrent Power

Torrent Cables

SNL Financial

Sadbhav Engineering LimitedVadilal

Benefits:±Will bring in people in large groups

±Cost effective due to economies of

scale±Regular source of income

±Long term association through

direct marketing

±WOM will be generated



Print

� What Newspapers: Local Gujarati dailyi.e. Gujarat Samachar, Sandesh, Divya

Bhaskar

� What Magazines Ahaa Zindagi, Chitra

Lekha, Abhiyaan to target women

especially� When Special Events like Dandiya Nights

� Advantages:

� Detailed account of events

� Targeting a geographical area

� Longer shelf lif e

Costs involved

Newspaper space cost

Concept and design concept



Radio

� Advertisements on Radio on following occasions:

± Special event promotions like Navratri Celebrations,

Dandiya Nights, New Years Eve

± Special seasonal discount packages

� Channel with maximum listenership: 98.3 Mirchi (IRS)

� Simple quizzes on radio and party passes for special occasions

as gifts coupons

� Channel cost can be covered by offering discount for

employee packageCosts involved

Developing jingle

Channel spot cost

Cost incurred on giving f ree passes

Advantages:� Wide reach

� Effective as reaches our Target

Group



Outdoor

� Mobile billboards on

rickshaws/cycle

� Rickshaws will circle prime

locations at peak time e.g: S.G.

Road

� Advantages:

� Attention grabbing

� Cost eff ective

� Will increase awareness

Costs involved

Developing hoarding

Renting rickshaw



Outdoor

� Pamphlets inside buses

� Will target deluxe buses to and

fro Ahmedabad

� Advantages:

� Cost eff ective

� Will give detailed account

� Undivided attention from

the CWE of family

Costs involved

Developing and printing pamphlets

Wage of employee hired f or the same

Rental to bus owner



Direct

� Direct e-mails and Mobile marketing� Employees: Database collected

from corporate houses

� Past visitors

� Fliers, catalogue distribution at Kiosks

in malls� Advantages:

� Flexible Targeting

� Immediate Response

� Relationship Building

Costs involved

Fee f or auto responder

Cost of SMS messaging campaigns

Printing o

f catalogues and

f liers



Online Media

Free Medium:

� Providing events

inf ormation on sites like

ClickIndia� Maintaining blog for:

± Photo gallery

± Experience sharing

Paid medium:

� Website redesign: Include

testimonial section, events

calendar and virtual tour

� Google Adwords and

banner ads on search

network as well as related

sites like: www.travelguru.com

www.makemytrip.com

www.irctc.co.in

Advantages:� Online Media will reach net savvy,

people using online bookings

� Beneficial for tourists looking for

mid-cost options and NRIs looking

for experience



Benefit and Impact analysis of Plan:

Strengths:

1. Assured revenue

generation

2. Will make a better

connect with TG

3. Low cost mediumused

4. Time lined execution

Weakness:

1. Budget Constraint

Opportunities:

1. Rise in number of

middle income group2. Higher spending

patterns of people

3. Rise of trend of

double income f amilies

Threats:

1. Corporate

partnerships might notmaterialize

2. Volatility of external

environment



Thank you

Greenwoods Presentation

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