{Rama Krishna

IMC plan

{

Group 4Anushree Kandalkar

Megha Mohan

Radhika Nayak

Rishi Raj Chauhan

Client Background

• Present in Lonavla, Pune and Mumbai

• Hotel room rates

• Peak season

• Complimentary breakfast

❧ Zomato

❧ Website

❧ Social Media- Facebook/ Twitter

Presence

❧ Kumar Hotels

❧ Kailash Parbhat

Competitors

❧ Comfort, Food and best in class facilities

Positioning

❧ Khandala and Lonavla- ❧ Tourist spot between Mumbai and Pune❧ Visitors/ Families drop in every weekend

Target Market

❧ Tourists (from in and around Pune and Mumbai, Maharashtra)

❧ Families (in and around Pune and Mumbai, Maharashtra)

❧ Look out for accommodations which include restaurant service

Target Audience

Pen Portrait

Integrated Marketing Communications Plan

❧ Out Of Home Advertising:

❧ Outdoor Ads – Billboards and Hoardings on Mumbai Pune Expressway

❧ In and around Lonavla Market

Advertising

❧ Social Media Marketing:❧ Facebook and Twitter

❧ Make My Trip, Tripadvisor, cleartrip.com❧ Ad Words

Digital Marketing

❧ Personalized invitation to customers through e-mailers for events and parties inviting them to Rama Krishna

❧ Personalized messages to loyal customers with discounts inviting them to stay with us during non-peak season

❧ Website to have an option to subscribe to e-mailers

Direct Marketing

❧ Press releases and reviews of Rama Krishna in local newspapers and blogs

❧ Pune Times❧ Bombay Times❧ Time Life

❧ Food Festival event to invite people to write articles about the food, and their experience.

Public Relations

❧ New menu with more variety of dishes both veg and non veg

❧ Redesign the menus

❧ Revamp of the website and make it more user friendly and interactive which should be regularly updated

❧ Ambience of the restaurant should be made more vibrant and lit up

Recommendations

❧ Include tour packages for their tourists to make their travelling more convenient

❧ Room packages for couples and families to enjoy their stay in Lonavla at affordable rates (4 nights, 3 days for two)

❧ Offer wedding, birthdays, honeymoon and party packages

❧ Table Tent cards in rooms with information to promote the restaurant and banquet halls and their variety and vice versa for restaurants

❧ Offer loyalty programs for people who are regular visitors of the hotel, For eg: Discounts, loyalty points, membership cards etc

❧ Flyers/ Inserts with the menu cards in the rooms with information of the banquet hall