Mandarin Oriental

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Table of contents
1. Executive summary
2. Introduction
2.1 Brand overview
2.2 Attraction of the brand
3. Market analysis
3.1 Market research
3.3 Brand SWOT analysis
3.4 Consumer group analysis
3.5 Market segmentation
4. Advertising strategy
4.1 New product and service description
4.2 Objective, vision and mission
4.3 Slogan and logo design
4.4 Marketing/promotional method
4.5 Pricing strategy
5. Advertising campaign
5.1 Objectives
5.2 Advertising
5.3 Outdoor advertising
5.4 Social media
5.5 Website promotion
5.6 Public relations
5.7 Expected advertising effects
6. Financial summary
6.1 Budget allocation
7. Conclusion
8. Recommendations
9. Appendix

Executive Summary

Introduction

Brand overview
Mandarin Oriental Hotel Group is a hotel investment and management company operating deluxe and first class hotels and residences in sought-after city and resort destinations around the world. The group currently operates, or has under development, 41 hotels representing over 10,000 rooms in 26 countries with 18 hotels in Asia, 12 in The Americas and 11 in Europe and the Middle East. In addition, its portfolio includes 12 Residences at Mandarin Oriental (Jardines, 2011).

Mandarin Oriental Hotel Singapore
After a multi-million-dollar renovation, The Oriental, Singapore re-opened its doors on 1st December 2004, as part of its soft opening launch. The renovation has involved the refurbishment of all 527 guestrooms and suites, and enhancement to all public areas, dining and meeting facilities. This is the most significant upgrading project for the hotel since opening in 1987, and repositions The Oriental, Singapore amongst the city most luxurious hotels (Fnetravel, 2012).

Attraction of branding
Mandarin Oriental hotel is combining spectacular architectural design and a prime waterfront location with the finest standards of comfort and service. The hotel has been continually singled out to receive international and local recognition, placing it among the world's top hotels.

The Oriental is Singapore's only Mandarin Oriental hotel, keeping to the renowned standard of comfort and service. The hotel has been continually singled out to receive international and local recognition, placing it among the world's top hotels. It is for business travellers, a leisure stay or alternatively for meetings and incentives.

Advertising strategy
New product and service description
Oriental Essence massage-The one-hour signature Oriental Essence massage has been devised to introduce guests to a simple, effective and authentic spa experience in a short period of time. Oriental Essence consists of a powerful, hands-on body massage ritual that combines the potent effects of oriental meridian massage with the therapeutic benefits of Mandarin Oriental's signature 'Quintessence' custom-blended essential oil.

“Sentosa-Oriental carnival”-We can combine Sentosa corporation to roll out new activities project, we call it "sentosa-Oriental carnival".

Marketing/promotional method
In recent year, luxury hotel brands looking to develop applications face a number of challenges such as understanding how to develop relevant, utilitarian offerings and coping with the rapid state of technological advancement (Finocchiaro, 2011). However, mobile is cementing its position as the most personal and direct marketing medium and marketing to consumers via handheld devices is becoming a requirement.It isn’t rare to see brands developing websites and mobile applications ( iPhone apps to be more specific ) to reach out to their target consumer group. We follow the cult, Mandarin Oriental Singapore can expand its gamut of mobile offerings in next market expansion quarter which will augment their communication channels with consumers and help them serve their guests better. We should build a...
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