Be on the fast track ! Marketing Plan for a future development in Cochin, India

Be on the fast track !  Reason of choosing India for Capella Hotels & Resorts  Market research & segmentation  Strategies & objectives  Implementing & budgeting the property

Be on the fast track !  Capella  Ultra luxury brand  Continue to grow  Cochin, State of Kerala  Top three tourist destination by WTTC (Vijayan, 2009)  Commercial & industrial capital of Kerala  Brand + Location = A symbiotic relationship

Be on the fast track ! Distribution Channels Population size Culture Supply Labour Brand Loyalty Spa Competition New Trends Taxation Facilities History Location Service type Strengths Opportu- nities Threats Weak- ness

Be on the fast track !  Entering Indian Market  Good market knowledge  Tax incentive  Barrier  Competitior: Taj Groups of Hotels  Local hotel group  Luxury services  Hotel Taj Malabar, Cochin  The Gateway Hotel Marine Drive (Ernakulam)

Be on the fast track !  Travelling Purposes of total demand  Occupancy Level  Gender  Inbound Tourism Markets  Domestic Tourism Purposes (India Tourism Research, 2008) Adapted from India Tourism Research. (2008). Retrieved August 31, 2009 from

Be on the fast track !  Demographic  Baby Boomers  Generation X  Geographic  Domestic  Inbound  Purpose  Business (Business Week, 2005 & WTTC, 2006) Small.jpg

Be on the fast track !  Attract the wealthiest sectors of the national and international markets  Positioning – Differentiation  Marketing Mix  Travel agencies offering luxury travel  Brochures at golf courses, yacht clubs  Viral marketing

Be on the fast track !  Launch by the end of  Achieve the top 2% of business travelers in Cochin within 3 years of opening.  Measure customer awareness and satisfaction, together with employee performance, benchmarking success against Capella’s other hotels.

Be on the fast track !  Baby Boomers: „AARP“ & „The Economic Times“  Generation X: „Sports Car Digest“ & „Business Standard“  Local & General:    Opening Day 10th October 2010

Be on the fast track ! Marketing Budget Allocated budget $ ,20 $ ,51 $ ,30 SalariesQuantityPer yearIncrease in 2010 Marketing Manager $ 7.500,00 1 Marketing Assistant $ 8.400,00 2 $ 4.200,00 Marketing Management Trainee $ 3.500,00 1 Administration costs $ 1.900,00 1 Target magazines $ ,00 $ ,00 4 $ ,0050% Target newspapers $ ,00 $ ,00 4 $ ,0045% Hotel brochures $ ,00 $ 9.000,00 2 $ 4.500,0048% Special events Opening day $ ,00 Others throughout the year $ ,00 $ ,00 Left for other promotions $ - $ ,71 $ ,30 Overdraft opening 2010 $ ,80 TOTAL spent $ ,00 $ ,51 $ ,30 Overdraft 2010 due to opening $ ,80 extra costs shifted into 2011

Be on the fast track ! Brand Location Market PERFECTION

Be on the fast track ! Please do not hestitate to ask any questions in regards to the proposed plan.