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Namra AmirNimisha KapilRowena SaldhanRachita PassiAlok A TripathiM00558947

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!ec"ti#e S"mmar$

Targeting the Dubai Expo 2020, we have come up with a new premium4-star hotel product

Analyses and assessed the industry, internal and competitiveenvironment to devise a mar eting plan

!ecommendations are made based on the industry assessment and datacollected through various sources

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%"rrent Sit"ation and Marketer#iew

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%"rrent Sit"ation and Marketer#iew

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'nd"str$ en#ironment(Porters )i#e *orces

!istin+%ompetitio

n"argaining

power o#"uyers$

Threat o#%ubstitutes

Threat o# newentrants

"argainingpower o#%uppliers

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&ndustry environment

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%ompetiti#e en#ironment

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Positionin+ Statement

,A-orda.le /"!"r$Slo+an

12 3"meirah Sta$ i-erent

62 a$a A-orda.le /"!"r$

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'ositioning %tatement ()ont*

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+ey Target ar ets

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Marketin+ Mi! Strate+$

Marketin+Mi!Strate+$

Prod"ctuality

%ervices.ariety

PriceDiscounts

'eriod o# 'ayment

/ ers

istri."tion)hannels1ocation

Transportation

Promotion'ersonal %ellAdvertising

"usiness 'romotions

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'roduct

• )oreproduct

• acilitating'roduct

• %upporting'roduct

• Augmented'roduct

'rice

• Economy

• 'enetration

• % imming

• 'remium

'romotion

• Advertising

• 'ublic!elations

• 'ersonal

%elling

• %ales'romotion

'l

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%"stomer ac "isition tar+ets and a marketin+."d+et

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Recommendations

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ar eting "udget 3 "rea Even

ospitality industry on an average dedicates 56-706 o# their totalbudget on mar eting and sales () / %'E8D %9!.E:, 207;*,

;6 o# its total budget on mar eting andsales

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ar eting "udget "rea up

"d+et reak"p

Mode o* Marketin+ 6 o# Total "udget

i+ital ad#ertisin+ 7=6

&nline istri."tion %hannels:&TA;< S= 726

>e.site 746

S & :search en+ine optimi?ation= 726

Social media 26

ill.oards@ Print Ad#ertisements 706

irect Mailin+@ Newsletter =6

P".lic Relations 746

Sales personal sellin+ 56

!tra %"shion 46

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ar eting "udget "rea up

The mentioned budget brea up will be applicable #or the next ? years

There will be continuous monitoring, changes will be made a#teranalysing the mar et situation

The social media budget is li ely to increase which will be satis@ed bytrans#erring budget #rom print advertising and personal selling

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"rea Even Analysis

reak(e#en Anal$sis Res"lts

No o* rooms :per da$ =Minim"m occ"panc$ re "ired :Per

a$=

6B0 1B628888889

ProCt mar+in Total 'ro@t (&n case o# #ull occupancy*

15D AED;B>B illion

Total Ann"al occ"panc$ inimum annual operating charges Total operating cost (#ull occupancy*8B950 AED27>5 illion AED?=>= illion

ProEected A#+ Room rate :A =

450

&peratin+ %ost per room

6F0