Download - Semi Fina b2b
-
8/8/2019 Semi Fina b2b
1/27
Presented By:
Business Marketing Assignment
Yak & Yeti Case Study
Yak & Yeti Case Study
-
8/8/2019 Semi Fina b2b
2/27
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
-
8/8/2019 Semi Fina b2b
3/27
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
-
8/8/2019 Semi Fina b2b
4/27
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
-
8/8/2019 Semi Fina b2b
5/27
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
-
8/8/2019 Semi Fina b2b
6/27
Internal Environment:Durbar Hall
-
8/8/2019 Semi Fina b2b
7/27
Internal Environment:Regal Ballroom
-
8/8/2019 Semi Fina b2b
8/27
Internal Environment:Regal Ballroom
-
8/8/2019 Semi Fina b2b
9/27
Internal Environment: Club Shangri-L a Board Room
-
8/8/2019 Semi Fina b2b
10/27
Internal Environment:Business Centre
-
8/8/2019 Semi Fina b2b
11/27
Internal Environment:
-
8/8/2019 Semi Fina b2b
12/27
6 meeting rooms35mm Slide Projector
External Environment: Soaltee Crowne Plaza
Flip Chart and MarkersMicrophone
-
8/8/2019 Semi Fina b2b
13/27
External Environment: Soaltee Crowne Plaza
-
8/8/2019 Semi Fina b2b
14/27
State of the art Business centre (tocommence very soon)
Shops within Hotel
External Environment: Royal Singi
-
8/8/2019 Semi Fina b2b
15/27
Shopping arcadeMassage roomMeditation center
DelAnnapurna
High-Speed Internet AccessCurrency Exchange Services
-
8/8/2019 Semi Fina b2b
16/27
S egmentation
-
8/8/2019 Semi Fina b2b
17/27
-
8/8/2019 Semi Fina b2b
18/27
-
8/8/2019 Semi Fina b2b
19/27
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:
-
8/8/2019 Semi Fina b2b
20/27
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
-
8/8/2019 Semi Fina b2b
21/27
y To be the most sought after venue to conduct businessmeetings, conferences and business events.
Mission:
-
8/8/2019 Semi Fina b2b
22/27
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:
-
8/8/2019 Semi Fina b2b
23/27
Sales & MarketingOffice
Exclusive Commission Agents
Sales Action Plan:
-
8/8/2019 Semi Fina b2b
24/27
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:
-
8/8/2019 Semi Fina b2b
25/27
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
-
8/8/2019 Semi Fina b2b
26/27
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:
-
8/8/2019 Semi Fina b2b
27/27
THANK YOU