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Business Marketing Assignment

Yak & Yeti Case Study

Yak & Yeti Case Study


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1. Compare hotels (competition)2. Do a SWOT analysis3. Scan the internal and external environment (situation audit)4. Based on this do an STP exercise5. Create a USP6. Define your mission7. Hone down on your target audience8. Define / fine-tune your offering9. Prepare a sales action plan10. Implement

Case Study

Case Study


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Yak & Yeti Crown Plaza -Soaltee

Hotel Annapurna Royal Singhi Hotel

Hotel Group Yak & Yeti IC Hotels Group Annapurna Group Royal SinghiFacilities B usiness Centre

B eauty Parlor &CoiffureClub NirvanaFitness CenterCasino Royale

Special PackagesTravel Desk

B usiness ServicesEntertainment &RecreationHealth & FitnessCenterSpa & sauna

FacilitiesHotel Shops

ArchRoom/MeetingRoomsB anquet HallB aby sittingB eauty Parlor

Car hire serviceHotel ShopsSpa Facilities

Conference HallRegency HallHotel ShopsB usiness Center

Tariffs Suites- USD (350-600)Club Shangri-LaRooms- USD(425-525)Deluxe Rooms-USD 205Superior Rooms-USD 185

Executive ClubLevel- USD 400Suites- USD 260onwardsGuest Room-USD (180-210)

Deluxe Suite-USD 360Executive Suite-USD 260Superior Room-USD 175Deluxe Room USD 135

Suite- USD 200B edrooms- USD90-100

Hotels of KathmanduHotels of Kathmandu A StudyA Study


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Yak & Yeti Crown Plaza -Soaltee

Hotel Annapurna Royal Singhi Hotel

Event & MeetingFacilities

Regal B allroomRegency HallDurbar HallDynasty CrystalRoomSenate & ViceroyB alconyLal DurbarConventionCenter

Megha MalharB anquetMeeting Rooms

Arch RoomB anquet HallKumari HallMeeting Room I &II

The RegencyHall

AccommodationCategories

SuitesClub Shangri-LaRoomsDeluxe RoomsSuperior Rooms

Guest RoomExecutive ClubLevelSuites

Deluxe RoomSuperior RoomExecutive SuiteDeluxe Suite

B edroomsSuites

Dining facilities Sunrise CafChimneyRestaurantThe PubB aker s B asket

Rodi B arCrown Plaza CubLoungeAl FrescoKakoriGarden TerraceCoffee ShopChina Garden

Arniko RoomThe Coffee ShopGhar-e-KababJuneli B arThe Cake Shop

MandalaRestaurantJharna CoffeeShopB hanjyang B arMaki NewaB hutuChina Mountain


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Centrally located Premiere 5-star deluxehotel

Rana Palace Heritage hotel (Historical)combined with modern amenities

State of art business centerExclusive Executive floor

Kathmandu's finest casino (Casino Royale)

L ow occupancy rateComparatively low technology support

(Wifi, Video-conferencing)Steep pricesNot popular in India

Existing 5-star hotels in NepalAdjoining competitive south Asian tourist

destinationsNepal is considered as a low-end tourist spot

Nepal Tourism Year 2011Economic RecoveryStable Political SituationPeace in NepalNo other 5-star hotel is a big player in

organizing major business events

SWOT


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Internal Environment:Durbar Hall


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Internal Environment:Regal Ballroom


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Internal Environment:Regal Ballroom


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Internal Environment: Club Shangri-L a Board Room


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Internal Environment:Business Centre


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Internal Environment:


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6 meeting rooms35mm Slide Projector

External Environment: Soaltee Crowne Plaza

Flip Chart and MarkersMicrophone


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External Environment: Soaltee Crowne Plaza


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State of the art Business centre (tocommence very soon)

Shops within Hotel

External Environment: Royal Singi


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Shopping arcadeMassage roomMeditation center

DelAnnapurna

High-Speed Internet AccessCurrency Exchange Services


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S egmentation


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Yak and Yeti is a preferred premium 5-star deluxe venue withexcellent and unparalleled levels of services and amenities forconducting:

Business meetings

SeminarsBusiness eventsWorkshopsTraining Sessions

Positioning:


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U SP:

BUSINESS

Exclusive Executive Floorwith State of art of businessfacilities

Customized Services

Highly Experienced Staff Assistance

L EISURE

Biggest Casino

Heritage Value

5-star L uxury Hotel


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y To be the most sought after venue to conduct businessmeetings, conferences and business events.

Mission:


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Package of Rs.20000 per head: (3 day)Superior Rooms Twin-Sharing Basis

Travel arrangement facilities* (we take care of all booking requirements of airtickets, cabs etc)

Complementary Casino Coupons worth Rs.10000Complementary one day sight seeing or adventure trip

Free access to Health Club facilities (Swimming pool and gymnasium)

State of art facilities to conduct business meetings, events and conferences

All meals and Snacks25% discount to executives on their re-visit to hotel

Offerings:


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Sales & MarketingOffice

Exclusive Commission Agents

Sales Action Plan:


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Aggressive approach:L ucrative Indian MarketSales & Marketing Office

Targeting Key AccountsExisting Customers

Marketing ActivitiesRepresenting Yak and Yeti at Major Exhibitions and Trade ShowsIndia Regional Head Performance review of Sale Executives andexclusive commission agentsTarget based incentives

Commission Agents: Other AccountsExclusive Yak and Yeti RepresentativesCommission on Client wins and Billing

Sales Action Plan:


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Sales and Marketing HeadsHR ManagersCompany Event Managers

Other Top Management executive of -organizations based in I ndia such as IT Companies, BPO companies, I ndustrial P roducts Manufacturing and MarketingCompanies etc.

Target Audience:

Contact -> Mail -> P hone Call -> P itchContact -> Mail -> P hone Call -> P itch


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Advertisements through leading newspapers

B usiness Magazines (testimonials)

Web Marketing ( S ocial Media Marketing ,

GoogleS

pace,T

ravel &T

ourism Websites)Hoardings

S ponsor B usiness E vents ( ET Awards,N ASS CO M Conference)

Marketing Communication Plan:


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THANK YOU

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