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

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

3. 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 http://www.wordtravels.com/images/map/India_map.jpg

4. 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

5. 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)

6. 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 http://tourism.gov.in/statistics/ITS2006.pdf

7. Be on the fast track !  Demographic  Baby Boomers  Generation X  Geographic  Domestic  Inbound  Purpose  Business (Business Week, 2005 & WTTC, 2006) http://monadarling.com/lifestyle/images/stories/babyboomers.jpg http://www.ecenglish.com/files/blogs/business%20people_000001 227086Small.jpg

8. 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

9. Be on the fast track !  Launch by the end of 2010.  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.

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

11. Be on the fast track ! Marketing Budget Allocated budget 201020112012 $ 163.758,20 $ 378.969,51 $ 307.329,30 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 $ 126.000,00 $ 84.000,00 4 $ 21.000,0050% Target newspapers $ 110.200,00 $ 76.000,00 4 $ 19.000,0045% Hotel brochures $ 13.320,00 $ 9.000,00 2 $ 4.500,0048% Special events Opening day $ 52.000,00 Others throughout the year $ 16.000,00 $ 17.500,00 Left for other promotions $ - $ 13.607,71 $ 99.529,30 Overdraft opening 2010 $ 159.061,80 TOTAL spent $ 322.820,00 $ 378.969,51 $ 307.329,30 Overdraft 2010 due to opening $ 159.061,80 extra costs shifted into 2011

12. Be on the fast track ! Brand Location Market PERFECTION

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