copy of plah nay tah

8/4/2019 Copy of Plah Nay Tah

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E X E C U T I V E S U M M A R Y

Marriot Hotels and resorts is preparing forMULTIBRANDING, by launching a new resort with a uniqueidea of 5 different cultures of the world. Since there are a lot of companies working in the same industry, and the competition is very high, still the market is growing among the elites of the

world. This unique idea of globalizing the planet in one place willattract the elite tourists of the world, so there is a lot of potential in this market; and Marriot now launching a new venture with the name of PLAH-NAY-TAH can avail itself theopportunities and become a well known recreational place andattain a large market share.

We are targeting specific segments in the consumer andbusiness market, taking advantage of higher demand for luxury,

recreation and to evade the daily hassles of life. With our stateof the art suites, customer friendly personnel and highly proficient workforce we aim to provide delightful Higher andConsistent Quality Services, through our trusted and valuedmarketing strategies, promoting the idea of multicultural resortsand positioning PLAH-NAY-TAH as the highest preference inthe target market customer‟s mind.

The primary marketing objective is to capture local marketshare of 15% in the first year and keep the first year losses tothe minimal level. Achieve the break even in second yearthrough higher sales and increase in visitors, family members as well as corporate alliances and government contracts such as



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foreign delegates and ambassadors. The third year strategy willbe to show up the biggest market share holder in the local

market. The expansion and broader level of operations will betested and implemented in fourth and fifth year by catering national market and international events in the national andlocal market.



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CORPORATE UMBRELLA



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MARKETING OVERVIEW

MISSION STATEMENT:

“Attuning your leisure pursuits with the pulse of THE

EARTH... We build a world around you that you desire. Amoment shared with us becomes a life time experience”.

VISION

We want to bring a homely environment with outwardly innovation and novel hospitality and to be the leaders inlodgings by providing simply the best recreational spots from

around the world aggregated in one place.

OBJECTIVES

1 Capturing an annual growth rate of 15% and attaining relatively highest market share in hotel industry.

2. To create uphold and sustain its identity by providing different cultures of the world in one place for the first time.

3. Enabling the guests to experience a highly customizableculture according to one‟s own will

4. To maintain our standards according to set parameters by training our staff accordingly and energetically.



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5. To increase guest stopovers 12 % annually

MARKET SEGMENTATION

DEMOGRAPHICS

We target people of all ages specially 14 above who could travelindividually. We target both the genders and our visitors belong to high income level. Bachelors and married both are in oursegment. Along with that the cultural bonding takes our mainattention and we are highly directed towards them.



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PSYCHOGRAPHICS

Most of our target customers are leisure seeking and peaceloving, members of the class which wants royal treatment

GEOGRAPHIC

Our targeted clients are the people from every corner of the world as we have eliminated the cultural barriers of the earth. Anyone who loves any sort of culture or environment canenjoy it; regardless it is his native atmosphere or a foreign land.

OCCASION SEGMENTATION

Since we deal in the masses, so we cater occasions of differentreligions and cultures. We make our guests familiar with othercultures and invite them to be the part of environment they were never before. Occasions that we celebrate are EID,Easter, deepavali, Holly, Chinese New Year, Christmas, Easter,

Halloween, and tomato day, etc.

SOCIAL GROUP

Our main focus is towards upper uppers, upper lowers andupper middles.

BENEFIT SEGMENTATION

Users Status:

We offer three types of memberships



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Diamond Membership: A 7 year, $ 40,000 membership withthe supreme benefits of free escort in and out of the resort and

during the stay First priority to all the presidential suites in theresort; VIP seating and halls in all the restaurants. Only 100such memberships are allotted so that the uniqueness of theguests is maintained. If our diamond members want to fly towards the resort 30% of the flight costs are born by theresort. Gifts are sent to our members on their birthdays. They have access to the member‟s area

Platinum membership: a 5-year, $ 25,000 membership and

only 500 such memberships will gain the unique privilege of getting the first priorities in all the restaurants and lodges plusthey will enjoy the benefits of free transportation within theresort and free escort out of the lodge one time per visit in ourchauffer maintained limos. Gifts are sent to our members ontheir birthdays. They have the access to the members‟ area as well.

Gold Membership: A 3-year $10,000 membership withunlimited access to hold this gold card in your hands has theintrinsic value of being catered in the resort with a VIPtreatment and free access to all the member areas in the resort with free transport.

PLANNING FRAME:

We consider our customers as our guests. Hospitality for ourcustomers is so open that we attract them beyond theirplanning frames. We are available 24/7, 365 days a year, forevery type of occasion like matrimonial services, honeymoontrips, business activities, festivals of virtually every religion orculture, music events and award ceremonies and so on.



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HAMZA’Z PART

MARKETING RESEARCH:

TYPE OF RESEARCH:

We shall conduct an exploratory research in the market to:

Identify the needs of our potential customers, andMeasure the satisfaction level of our customers.



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RESEARCH OBJECTIVE:

The research objective is to measure the following determinants of needsand satisfaction:

Awareness of massesLevel of demandSupply efficiency Problem identification (e.g. Faculty mismanagement, poorquality of service, price dissatisfaction)

ACTION PROGRAMS FOR INTERPRETATION:

Promotion campaignsMultimedia advertising campaignInternational advertising campaigns

RESPONSIBILITIES OF THE MARKETING DEPARTMENT:Oversee promotion activities Allocation of marketing budgetDeveloping marketing related strategiesImplementation and corrective actions

Forecasting changing needs and demands

PROBLEM AREAS:

Areas where we can face a problem are:

SUPPLY MISMANAGEMENT:



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Arranging faculty from different areas and cultures of the world andmanaging of the food supply chain is quite hectic.

HIGH COMPETITION

Since there are countless companies working in the resort and lodging industry as well as multicultural food is also available in almost half of the

restaurants around the world.

ECONOMIC DOWNTURN:

We are introducing our services in a time of great economic recession. Allindustries will take a couple of years to revive and come back to theirnormal operating profits. This is a great problem issue for us, and may prove to be the greatest one for the time being.

CUSTOMERS NEED ANALYSIS:

We may not be able to correctly analyze the market demand and customerneeds. Since our target customers are so vastly distributed around the world. We cannot assess the needs and wants of people so easily.

CORRECTIVE ACTIONS:

Have supplier back-ups.Negotiate well-settled terms with the suppliers.



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Have marginal mark-ups.Interpret results of research properly.

Conduct time-to-time feedback.Conduct consumer buying behavior analysis.

Search for the best available chefs from the world who have thea deep knowledge for their respective cultures

MARKETING OBJECTIVES

SALES GOALS:

EVENTS:

Religious events per annum: 10

Matrimonial events per annum: 20

Business Events per annum: 50

RESTAURANT SALES:

Attain the sales of food items and catering services at a constant growthrate of 17% per annum in the first 5 years.

LODGING SALES:

To maintain the revenue of $39,500,000 per quarter and maintain a

growing rate



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ISSUES:

DISTINCTIVE BRAND IMAGE OF SBU:

Marriot has a brand image and a strong brand loyalty. We may have issuesin developing and maintaining a distinctive brand image of our SBU in theminds of our customers.

MARKETING EFFORTS:

We will have to aim and target our marketing efforts to masses with greatzeal. To establish brand equity in the minds of our potential customers, we will have to direct huge marketing efforts established on a well-aimedmarketing strategy.

SUPPLY CHAIN MANAGEMENT:

We are out-sourcing a number of facilities. We will naturally have issues with our outside suppliers since we have to maintain a very diverse cultureand diverse management. Through negotiations we will have settlements with our suppliers and manage an effective supply chain management.

CUSTOMER AWARENESS:

We will have to manage huge marketing efforts to create customer

awareness in regards of their needs that we can satisfy through oursupreme efficiency and different approach of their own cultures with ablend of other cultures of the world.

SECURITY ISSUES:



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Being aware of the security threats prevailing in the market, we will have tomanage the security issues. We plan to outsource a security agency to

manage securities on our resorts. We will also hire and train our ownsecurity agents and detectives which will sense any sort of malpracticeamong the management and the guests.

SITUATION ANALYSIS:

STRATEGIC WINDOW:

The strategic window is opening, because the market is not saturated. There are not many fresh entrants in the market; also the existing directcompetitors are limited. We can penetrate easily in the market and gainmarket share. Also there is a great growth potential and scope of services in

this market.

COMPETITIVE ADVANTAGE:

The main idea and focus on our resort which is our main competitiveadvantage is that we have created a harmonic and peacefulenvironment by eliminating all the cultural barriers and promoting rational and coherent acceptance of other cultures among the peopleof this world. We have globalized the customs and traditions in sucha way that if anyone has a passion to enjoy and explore other culturesone never needs to buy expensive world tour packages. Only amembership in PLAH-NAY-TAH can do the trick. The premium



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and high quality provided by us is our most trusted and vitalcompetitive advantage. Since no one provides the best quality food

and lodging for different aggregated to one place.

COMPETITIVE ADVANTAGES SUSTAINABLE:

The competitive advantages are relatively sustainable and we can protectthem for long because of relatively unique idea of lodging. But there aremany threats to the market, any major entrant with value-added featurescan cause us to change the pricing strategies and downward or upwardfilling (line stretching).

COMPETITORS IN THE MARKET:

We plan to introduce our services to international level (macrosegmentation). We are listing the major competitors in these markets.

Hotel SarinaBurj-al-Arab

Royal MeridianSheraton HotelsPearl Continental

SWOT ANALYSIS:



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POTENTIAL STRENGTHS:

Multicultural environment in one place

Free transportation systemsPeople- Our highly skilled, innovative and energetic humanresource

Process- customer-need centered, effective and friendly operations

Physical evidences- interactive website, state-of-the- art resortsand suites and previous successful events held in PLAH-NAY- TAH. Bags, gifts, pens, and other tangible products embossed with our logo.New ideas and concepts with fast execution



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First to bring this innovative conceptCompetitive work team

Goodwill and brand name of the parent company Vast managerial knowledge and capabilities

Up-to-date and latest technology Strong competitive intelligenceStrong financial strength

POTENTIAL WEAKNESSES:

Difficulties in managing huge areaCultural difference in both management as well as clientsNewly established businessOn-going learning processInsufficient quality control proceduresChanging demographics

POTENTIAL OPPORTUNITIES:

Attraction of the marketGrowth in cultural and entertainment industry Positive employee attitudes

Optimum employee productivity Strong marketing skillsEffective Management Information System (MIS)Understanding of social and cultural values



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POTENTIAL THREATS:

Industrial rivalry New idea so is more subjected to failureFear of competition in the market

Employee turnoverUnfavorable economic climate

CONSUMER BUYING BEHAVIOR

From consumer point of view spending a leisure time where money isinvolved makes him think for the brands and available options in themarket. The consumer experiences a high involvement in knowing whichplace would be better for him to step in and which brand is actually going to make him feel comfortable. Therefore the buying process through whichthe consumer will opt for our resort will be Complex Buying Behavior

High involvement Low involvement

Significant differences

Between brands

Few Differences

Between brands

COMPLEX BUYING

BEHAVIOR

VARIETY SEEKING

BUYING BEHAVIOR

HABITUAL BUYING

BEHAVIOR

DISSONANCE

REDUCING BUYING

BEHAVIOR



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PRODUCT MARKET EXPANSION GRID

PLAH-NAY-TAH is subject to product development. We are developing anew product while retaining the same market of hotel industry .

Existing Products New Products

Existing Markets MARKET PENETRATION PRODUCT DEVELOPMENT

MARKET DEVELOPMENT DIVERSIFICATION



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New Markets

BRAND DEVELOPMENT STRATEGIES

Under the brand development strategy we lie in MULTIBRANDINGgiven the fact Marriott is already in the product category of hotels andresorts and we launching a new brand named PLAH-NAY-TAH under thecorporate umbrella of Marriott.

PRODUCT CATEGORY

B EXISTING NEW R

A EXISTING

NLINE EXTENTION BRAND EXTENTION



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D

NEW

N

A

M

E

THREE LEVELS OF PRODUCT

CORE BENEFIT: Customer leisure needs

ACTUAL PRODUCTS: Multi-Cultural resorts

AUGMENTED PRODUCTS: Discounts

Memberships

Free of transport services

POSITIONING STRATEGY

In our positioning strategy we are providing upscale services and charging

higher prices to cover the higher cost. On the Grid we stand at MOREFOR MORE position.

PRICE

MULTIBRANDS NEW BRANDS



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PRICECONSIDERATION FACTOR

The pricing stands to be the revenue receiving factor of all the marketing efforts. We are projected towards Value based pricing where the price isset regarding customer‟s perception. We focus towards the customers

values that are characterized by his leisure time and mental harmony. Within the value based pricing the pricing strategy adopted is value addedpricing as the partial pricing power falls in our pocket.

PRICING STRATEGIES

NEW PRODUCT PRICING STRATEGY



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Globalization of cultures is our goal to achieve. The pricing strategy that we have opted for our idea is market penetration. The competitors are

offering resort facilities at a higher price but we have provided our targetedcustomers a comparatively lower price so that our dream of making theresort life to be global becomes a reality and we may bring the endstogether.

PRODUCT MIX PRICING STRATEGIES

The cultures you provided in a nutshell has a main frame or an initialstructure that depicts your basic price that has been set. As soon as your

guests asks for the desired add-ons the prices varies according to it. This isOptional pricing strategy under which we have the cultures in our hand and anoption to customize according to it.

TYPES OF COSTS

FIXED COSTS

Maintenance cost of the resort.

Electricity line Rent

Transportations costs for the members

Staff salaries

VARIABLE COST

Restaurant‟s food cost.

Lodges costs depending on the lodges booked.



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CUSTOMER PERCEPTION ON PRICE:

We will satisfy our customers with the quality standards and we shall leaveno stone unturned to create a customer delight. We don‟t intend to

compromise on the quality level we provide. We are positioning ourselveson a high price.

BREAKEVEN ACHIEVEMENT:

Under financial analysis a break-even is a point of equilibrium where thecosts are balanced by the revenues. In the modern business world the

investors prefer to invest where the break even is reached in 2 years or lessperiod. After making our cost budget and the average revenues that weexpect to earn, we find the offering to be attractive enough that we‟ll

achieve the break even in about 1 year.

Discounts:

Plah-Nay-Tah provides an ease to its customers by offering attractivediscounts to them. Our customers are our members and we have givendiscounts on memberships.

We celebrate different cultural occasional and events. OccasionalDiscounts are provided to our customers when such events arrive such asEID, Christmas, and New Year etc.

Anyone who has been a member of our resort services for more than two

years will enjoy a seven days free honey-moon package with supreme royaltreatment. Those companies whose 20% executives have purchased ourDiamond memberships will have benefit of conducting their businessmeetings only at 70% of original charges. If a member doesn‟t renew his

membership for 2 years or more we offer him 20% discount for renewal.



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PLACE

In the marketing mix portion the Place we have chosen for thedevelopment of our Resort is

Rawa islands, Malaysia.



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SUPPLY CHAIN MANAGEMENT

It is not possible for an organization to survive on its own. To bring asingle product to the customers there is always a long chain of people working behind who join hands together to make things possible. Thischain of people working at the back end is a helping hand who is ourpartner.

UPSTREAM PARTNERS

Our upstream partners are a number of individually working groups thathave come along with us for making the things work well and in the rightdirection. By working with them the provision of raw materials and othernecessary goods are available to us in the right time and right manner. Ourupstream partners are

Unity Brand Group (UBG-for multicultural food items)

Sunshine Multicultural chefs

Media and Marketing partners

Architect and interior designers

Maintenance providers

DOWNSTREAM PARTNERS



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The downstream partners that we have with our resort are providing us theright channel to get connected to our valuable CUSTOMERS. These

partners are

The Advertising agencies we hire on contractual basis.

DISINTERMEDIATION

„PLAH-NAY- TAH‟ is a name that is the essence of globalization. Therefore we prepare ourselves to directly reach to the customers by eliminating the traditional sources of the customer-seller contact. We have

been reaching our customers through

Online networking such as Facebook, Twitter and Hi-5

Online booking through our website

Feedback through our blog

MODES OF TRANSPORTATION:

The transportation mode used by us is to make our customers reach usmore easily. It helps us to value our visitors. The place where we actually lieis near the Airport. Therefore it would not cost us more if we provide our

visitors with limos that make them comfortable in reaching us.



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PROMOTION

Promotion strategies will vary depending on our target market segments.Given the importance of word-of-mouth referrals among all marketsegments when choosing a “Plah-nay-Tah “as a business meeting location,our efforts are designed to create awareness and build referrals. Our cost-effective campaign — focused on direct marketing, our frequent guestreward program, and advertising — is being proposed.

POSITIONING STRATEGY/UNIQUE SELLINGPROPOSITION:

Our selling proposition which differentiates us from our competitors is thehigher and consistent quality along with value added services. We areimplementing the pull strategy and push strategy in a combination sothat no flaws or gaps are found in promotion of our brand and offerings in

the target markets.

Since our target audience is Elite class and the Upper-Upper class, we havedesigned our promotion in such a way such that the audience perceives ourresorts as top of the range, highly exclusive and only people with big bankscan utilize it. This will maintain their unique social status and distinctiveposition among the society and also take care of the status consciouscharacteristic of people.

RESULT OF OUR SALES PROMOTION ACTIVITIES:

Our sales promotion activities shall benefit us in terms of increased sales,profits and increased customer awareness, knowledge about our brand and



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services , create liking and preference for our brand and create convictionso that target customer purchase our services.

DESIGNING A MESSAGE

Our message (slogan) „THE PLANET REDEFIENED‟ gives a clear

image in the minds of the foreseers that this offering is such that it

combines the world and globalizes every culture under one roof. Thismulticultural resort redefines the planet Earth in such a way that it lives inharmony and has no discrimination of cultures, customs and rituals.

EFFECTIVENESS OF ADVERTISING MEDIA USED:

We are using multiple advertising media and utilizing the promotion mix which result in effective promotion activities. We are going to use both

print and electronic media along with the launching of website oninternet where online information about services and booking is available. An internet blog has been also launched so that we are able to advertiseourselves from word of mouth.



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MEDIA ADVERTISING PLAN:

OBJECTIVE OF MEDIA PLAN:

To create awareness in the public and persuade them to avail our servicesby informing potential customers about our value-additions, in order togain wider acceptance and recognition in the market.

Our marketing objective is to increase our market share and sales

percentage as laid down in the financial objectives. Our marketing budgetallocation will be based upon hypothetical and expected sales.

COMMUNICATION OBJECTIVES:

Our communication objectives that we are trying to attain through ourmedia promotion activities are Awareness, Knowledge, Liking, Preference,Conviction and Purchase.

AWARENESS:

We want to create awareness in the masses regarding the importance of ourresort and its exquisite services.

KNOWLEDGE:

Through our media promotion we want to create knowledge in the massesabout our presence in resorts and lodges industry.

LIKING:

We want to create a liking in our potential customers‟ minds by telling

them about our values, features and service mix attributes.



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PREFERENCE:

Next step is to make our services a preference over competitors throughover value-additions like Quality, consistency, uniqueness etc

CONVICTIONS:

Attempt is to persuade the customers to finally make a move for buying.

PURCHASE:

Finally the objective of service providing is attained after passing throughall these steps of communication steps.

PEOPLE

People are the key to success of our business or one can say that they arethe essence of our business. Our biggest strength lies within the HumanResources. The skillful, responsible, innovative, competitive, serviceoriented, customer centered, courteous and friendly employees of ourorganization are capable of building up strong bonds between guests and



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resorts. They are very well familiar to the art of service selling and building up customer delight through providing ideas and concept beyond one‟s

imagination. They are powered to perform any thing for customersatisfaction and delight, provided lawful and beneficial to the organization.

Our focus on people is before they join us. We target our employeesamong the toppers from Arts and Management institutes from around the world. The focus is also on the people of the provided cultures. We hirepeople with experience and bunch of innovative ideas and conceptsalthough they posses no formal education, but an adequate knowledgeabout their respective cultures. Our employment is based on EEO equal

employment opportunities and merit terms that help us in motivation andemployee satisfaction. We gather a team of professional to deal with ourguests, who present a uniform picture of our organization reflecting thecustomer care and value delivery to the customer.

Although we are outsourcing some of the material things to be supplied by our suppliers but people and work force is the only absolute thing that weare not willing to sacrifice at any cost as it can win us a customer or cause

us to lose a customer‟s group. We retain our People through best compensation and benefits as well astime to time appreciation bonuses on big projects success.



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PROCESS



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We have worked out the most user friendly process techniques through ourresearches in the past. Our customer will find it very easy to reach usthrough multiple resources or call us for the concern at their door step.

Those who visit our place shall be treated like privileged guests and offeredcold drinks or hot drinks along with some snacks. The idea is to create asense of care, hospitality and respect because the segments we are working demands these factors crucially and expresses an intensive loyalty to thoseservice providers who goes beyond the traditional ways to greet customers

at their place.

Our website will help customers to order the services and get in touch withour employees from their point of ease.

Our planners are that much skillful and efficient that they can analyze thecustomer needs and wants in a very nominal or short period and henceprovide with the best solution very quickly thus saving the time of customers.

There are no complexities in the services pricing or availability thereforecustomer will be free of care and have peace of mind in terms of reliability and trust with our brand and services.

Any act that is required to be carried with government or supplier will beconducted by our employees thus leaving nothing to be done by customerexcept the payment and enjoying the solution for several problems at oneplace and that too so easily and friendly.



PHYSICAL EVIDENCE

Since the services cannot be seen or felt before purchasing them thereforecustomer needs some clues to be sure of what he is paying for worth it.

Our physical evidences will include state of the art office interior designand structure, the employee outlook and behavior, the innovative andconceptual wall notes and messages, albums of history of events held in theresort and their results as well as the opinions of our customers, broachers,gifts to send to VIPs and other such things that can present the image of our competitiveness and ability to provide what we claim about.

We will place some renowned physical evidences like (sport kits, bags, key chains, pens and etc) that have been used in large campaigns managed by our brand.

There will be an award showcase to display the awards won by theorganization and employee for their remarkable achievements.

copy of plah nay tah

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