CLARION HOTEL

Strategic Marketing

Table of Contents

Proposed Segmentation, Targeting and Positioning Strategy2

Wedding2

House use3

New Product/Service Proposed, with Justifications4

Proposed Marketing Programme5

Integrated Marketing Communication5

Service Marketing model6

Strategic Marketing

Proposed Segmentation, Targeting and Positioning Strategy

Hotels generate revenue through the visitors. Market segmentation allows the hotels to target those segments which it can serve best and create an experience different from its competitors. It is a challenge for marketers to target and market the hotel's offering that speak to the concern of diverse variety of consumers (Wolchuk, 1992, pp. 52). It is worthwhile mentioning that the offering should be in the budget of the prospects. It will be wasteful to target luxury hotels to a market which seeks economy. The proposed segmentation is an addition to the segmentation of the hotel. During 1981 and 1990, the quality line of Chance hotels grew to include seven brand names, one of which is Clarion, targeted to upscale and business customers (Travel Weekly, 1992, pp. 70). The seven broad original segments will continue and these two new sub segments in Clarion will be beneficial to target the market's segment and attract greater revenues in the hotel's pocket. The two new segments are:

Wedding

House use

Wedding

While there is sufficient space in hotels to arrange weddings and events. No such special strategy has been adopted to attract wedding groups. It is seen that these weddings are finalized months before they happen. Therefore, their booking will also be made in much advance unlike the other segments of the hotel. This will allow advance payments and efficient utilization of hotel's space.

Merely naming the segment as “wedding' is not enough, providing them full support in organizing and arranging the event will do the trick. The weddings can be arranged in specially arranged wedding chapels, and also the staff will be willingly supporting the organizing of matrimonial ceremony. The idea is to give them participants in the wedding an experience like no other. From the arrival of guests to wedding ceremony and departure, all should be arranged in such a manner that it beats the ordinary wedding by large margins.

Another aspect apart from advance booking is that, these wedding participants come in large groups, thereby brining in substantial revenues. Also, another advantage is that, the participants attending the wedding, if like that event management, will create word of mouth marketing. It is said by experts that, prospects now trust third party trusted source rather than the company itself. Specially their relatives, friends and acquaintances. Word of mouth marketing is hard to create, however, in our segmentation strategy it will be in inheritance. The positioning is simple, wedding in Clarion will be a memorable event for those getting married, their families and also attendees. The staff will help in all the arrangements, guest arrivals and will make the place look like a wedding ceremony worth remembering for the rest of life.

House use

There is a substantial need for creating an environment for some of the visitors who want hotels to be their House, the concept of House away from ...