An Outline Marketing Plan for Cinnamon Lake View Hotel

Topics: Marketing, Marketing plan, Sri Lanka Pages: 7 (1754 words) Published: January 20, 2011
Marketing Management
An Outline Marketing Plan for Cinnamon Lake View Hotel

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Table of Contents
Marketing Management1
An Outline Marketing Plan for Cinnamon Lake View Hotel1
Group Members2
Executive Summary4
Situation Analysis4
The Mission 5
Marketing Objectives 5
Market Needs5
The Market5
Service Offering5
Marketing Strategies 6
The Marketing Mix6
Service 6
Promotion 6
Direct Competition6
Indirect Competition7
Strategy Pyramid7
Marketing Strategy in a Nutshell7
Cost / Expenses Guidelines8
Implementation Guidelines8
Evaluation and Control Mechanisms9

Executive Summary
John Keells Hotels (KHL), a 92.69% owned subsidiary of conglomerate John Keells Holdings (JKH) that reported a net profit of Rs.14.5mn in the third quarter of 2009 (compared to a net loss of Rs.91.6mn in 3Q08). To serve our clients better, we embarked on an innovative re branding and re positioning strategy by launching two indigenous brands – 'Cinnamon Hotels & Resorts' and 'Chaaya Hotels & Resorts'. Cinnamon Hotels & Resorts, an exclusive franchise, is the foremost of its class while Chaaya Hotels and Resorts, an experience-based value proposition, is setting a new trend in the region offering travellers a diverse range of travel experiences based on adventure, history, culture and nature. Trans Asia hotel was recently acquired by KHL and has suspended operations from 15th May 2009 in order to carry out a refurbishment and repair. Upon completion, the hotel would be re-branded and launched as Cinnamon Lakeside, Colombo. Cinnamon Lakeside will revolve around the panoramic view of the Beira Lake, a view which is unique to this property and one that offers endless possibilities. We are investing Rs.500 million in the refurbishment and re-branding of the hotel, which will ensure that the hotel provides the service and quality that guests expect from all Cinnamon Hotels This document is an outline strategic marketing plan targeting the re-branding of this new acquisition in order to ideally position it in this future growth market.

Situation Analysis
With the return of peace supported by strategic marketing plans, tourism in Sri Lanka, with its unique product offerings is well positioned to be one of the thrust sectors of the Sri Lankan economy in the foreseeable future.

Total tourist arrivals in 2008 were 438,475 persons, only just ahead of the total arrivals figure of 407,230 persons in 1982, the year before the North-East conflict escalated. With the resolution of the North-East conflict, Sri Lanka finally has the opportunity to realise its undeniable potential in tourism, and with an improved marketing effort and investment in infrastructure, we believe that the country’s tourism industry can deliver on its promise in the longer term.

The Mission
“To strive for perfection when providing guest experiences that exceed expectations and be recognized as an emerging regional leader in Hospitality, through the discovery of quality service propositions, supported by superior performance from our people and technology, whilst nurturing values on responsible tourism and providing a sustainable future for all stakeholders.”

Marketing Objectives
Market Needs
The Cinnamon Lake View offers value and benefits to our clients, over and above the standard with our facilities and affordable rates. We seek to provide our guests with an exemplary personal service, and level of recognition that they have come to rely upon when staying at a Cinnamon branded hotel. We provide our guests with a luxurious, relaxed environment within which to conduct their business. An environment which they cannot find at our more impersonal competitors. Our guests need to know that they can develop a relationship with the hotel that will ensure efficiency, value...

References: * Colombo Stock Exchange Data Library
* Sri Lanka Tourist Bureau
* Annual Report, John Keels Hotels
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