Silver Crest - Thought Jacuzzi

SILVER CREST GUESTHOUSE

A CASE STUDY

ADVERTISING MANAGEMENT ASSIGNMENT | SEMESTER III, BATCH 2013 | SYMBIOSIS INSTITUTE OF MEDIA AND COMMUNICATION (UG)1

‘THOUGHT JACUZZI’

AVANI RAJESH (472)

ALINA GUFRAN (438)

KUNAL PANDEY (440)

SHALAKA DESAI (430)

ABHINANDAN KS (414)

ADVERTISING MANAGEMENT II

COMMUNICATION MANAGEMENT

SEMESTER III

SYMBIOSIS INSTITUTE OF MEDIA AND COMMUNICATION (UG)

PUNE, MH

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Table of contents

Biography ……………………………………………………………….. 4

Silver Crest Today …………………………………...……………….…… 5• 5 Cs

• Company

• Category

• Customer

• Consumer

• Competition

• SWOT Analysis

• Silver Crest

• Competition

• Target Audience & Current Market Situation

• Market Research

• Market Analysis

• Questionnaires

• Results

Why Thought Jacuzzi should step in ………………………………………..... 17

‘Refresh Silver Crest’ ……………………………………………………... 18

• Print Advertisements

• Collateral

TTOC

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Biography

What is Silver Crest?

Silver Crest is a standalone corporate

condominium in Viman Nagar, Pune

promoted by Raana Hospitality Pvt. Ltd,

where each guest is delighted by clean, well

maintained apartments and a friendly staff.

It was founded in 2009 to serve as service

apartments but was soon converted into a

guesthouse catering only to corporate

professionals.

Why Silver Crest?

Silver Crest emphasizes on space and its

guests revel in the spaciousness of each

apartment contrary to the confined spaces in

hotel rooms. All the apartments are

furnished in different themes in English

countryside, Oriental, Italian and

Contemporary, thus giving guests the

flexibility to choose their ambience.

Suitable for guests staying for longer

duration, the guesthouse pantry is well

equipped to allow our guests the flexibility of

cooking their own meals or enjoy the taste of

home-made food in the dining room.

Centrally situated with proximity to the

airport, railway station, hospitals, malls and

multiplexes Silver Crest delivers its guests

experience for less money than other limited

service hotels.

BBIO

4

Silver Crest Today

The 5 Cs

5

COMPANY

SILVER

CREST

CATEGORYHOSPITALITY

SECTOR

CUSTOMERCORPORATE

ORGANIZATIONS

CONSUMERCORPORATE

PROFESSIONALS

COMPETITION

HOTELS, FLY-BY-

NIGHT

OPERATORS

55Cs

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COMPANY

Homely atmosphere

No rent on hourly basis

Rates: One person - INR 1500/night

Two persons – INR 1800/night

No service tax on food; Complimentary

breakfast

Enjoy 100% customer retention

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CATEGORY

Hospitality sector

Positioned as a Corporate Guesthouse

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CUSTOMER

Clientele includes Ford, TATA, L&T,

Symbiosis and IBM.

October, recruitment time for corporates

brings in max. visitors

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CONSUMER

Comprises of Corporate professionals

Free pick-up and drop services

Free internet service

Lunch and dinner on the individual’s

expense

No added charge on room service

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COMPETITION

Hotels: Ibis

Elite Suites

Living Water Service Apartments

IPRASS Apartments

Alcove Service Apartments

Fly-by-night Operators: Brokers,

Housewives, etc.

STRENGTHS

Silver Crest is located within close proximity to

the airport, ideal for those on a short business

trip.

Their tariff range sets them in the affordable

and cost effective set with their target

audience, businesses and corporate, making

them the more favoured choice over

competitors.

Corporate tie up with companies as well as the

Symbiosis University, within the same locality.

Convenient for parents visiting their children.

Best of all: They enjoy 100% customer

retention.

WEAKNESSES

Silver Crest lacks variation in room sizes.

No pick-up and drop facility

Lack of communication collaterals, with the

exception of brochures (which are

unfortunately, out-dated)

Lunch and dinner have to be availed at (extra)

expense on the visitor’s part.

Stand-alone building in the locality.

Need to improve all forms of external

communiqué, especially the website

1. SWOT ANALYSIS – SILVER CREST

S

W11

OPPORTUNITIES

Growing IT sector, with the emergence of an IT park in the same and also surrounding areas brings with it a growing need to accommodate visiting professionals.

Silver Crest is a promising venture. It has the potential to expand to other cities.

Cheaper air fares to Pune means more people will fly in.

THREATS

Growing competition, willing to lower their prices

Relies heavily on word of mouth publicity, while other competitors have adopted more noticeable means of communication

Complete loss of the market segment of ‘individuals’

O

T12

2. SWOT Analysis – Competitors

STRENGTHS

The Elite Suites

The hotel is located in close proximity to the

airport with a variety of rooms and tariffs

available.

Ibis

Greater appeal, and a large number of rooms

means availability without booking is

easy.

Living Waters Service Apartments

This building is situated well inside the city.

Although a little far from the airport, it

enjoys the luxury of having several malls

and restaurants around.

IPRASS Service Apartments

The hotel boasts of big clients in its dossier and

is known for its no frills and good service.


Another hotel that boasts of a fancy clientele.

WEAKNESSES

The Elite Suites

Expensive and far from the airport.

Ibis

Expensive, grand with an imposing ambience.

Thus, cannot with compromise with price

to compete.


New entrant in an expanding market.


Situated further away from the airport than it’s

competitors.


Priced high. It’s Pune branch is a lesser known

cousin to big branches in other cities.

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OPPORTUNITIES

The Elite Suites

Caters to corporate professionals and

regular visitors alike.

Ibis

Ibis has shown a tendency to bring down

prices to get ahead of competition.


Service apartments that merge luxury with

affordability.


Well known in the local circuit. Holds an

edge if it comes to tapping local

corporate companies.


Can ride on the popularity of its other

branches and emerge on top.

THREATS

The Elite Suites

Too expensive for a service apartment.

Ibis

Several buildings around the hotel sport the

striking resemblance to Ibis’ architecture.


Latest entrant in a highly competitive market..



Will turn away cost-conscious consumers.

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3. Target Audience & Current Market Situation

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Target Market

Silver Crest is targeted predominantly at

companies and organizations having a well-

established network.

Silver Crest is not targeted towards individuals,

couples, tourists and other groups of people if

they are not representing an organization.

They also have a tie up with the Symbiosis

colleges in the Viman Nagar campus. These

colleges often have students coming in from

different parts of the country and also outside.

Silver Crest targets their parents and relatives

who visit them often, with excellent facilities

and reasonable rates.

Current Market Situation

The hospitality industry, is growing at a fast

rate and reached INR 826.76 billion by

2010. It is estimated that till the next two years

70,000 - 80,000 rooms will be added across

different categories throughout the country.

There is a shortage of 100,000 guest rooms

short in the country.

While the industry largely depends on business

travellers, tourist traffic is also on the rise.

Demand normally spurts in the peak season

between November and March.

High capital costs, poor infrastructure facilities

and scarcity of land especially in the metros

are a few drawbacks of the industry.

Bargaining power of suppliers is limited due to

stiff competition, especially in the metros.

*

4. Questionnaires

1. QUESTIONNAIRE ONE

Name

Place

Email

Occupation

1. When you go out of station, which of the

following do you opt for? (Guest-

house/Hotel/Others)

2. Do you visit Pune often? (Y/N)

3. When in Pune, do you require a

guesthouse? (Y/N)

4. How much are you willing to pay for

accommodation per day? (Under INR

1000/INR 1000-2000/Above INR 2000)

5. Have you heard of Silver Crest? (Y/N)

The following survey was conducted with a

sample space of 46 people. It was

distributed among general public in Viman

Nagar, Pune.

2. QUESTIONNAIRE TWO

Name

Place

Email

Occupation

1. How would you rate our hospitality on the

whole? (Excellent/Good/Fair/Needs review)

2. Your opinion on the standards of

• Cleanliness (E/G/F/N)

• Comfort (E/G/F/N)

• Décor (E/G/F/N)

• Bathroom & Amenities (E/G/F/N)

• Linen (E/G/F/N)

3. Your opinion on the

• House-keeping (E/G/F/N)

• Caretaking (E/G/F/N)

• In-house Food (E/G/F/N)

4. Comments/Suggestions

Above is the customer feedback form made for

the client.

?

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5. Results

QUESTIONNAIRE ONE

1. When you go out of station, which of the

following do you opt for?

Guesthouse – 7 (15.21%)

Hotels – 18 (39.13%)

Others – (45.65%)

2. Do you visit Pune often? (Y/N)

Yes – 33 (71.73%)

No – 13 (28.26%)

3. When in Pune, do you require a guesthouse?

(Y/N)

Yes – 6 (13.04%)

No – 40 (86.96%)

4. Have you heard of Silver Crest? (Y/N)

Yes – 16 (34.78%)

No – 30 (65.21%)

X

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Why Thought Jacuzzi Should Step In

Silver Crest is a brand that has previously

invested in negligible advertising. Thought

Jacuzzi views the brand as potential

trendsetters in terms of the quality of the

experience they offer. The USP of the brand

is revealed at the stage where a convenient

business-to-business venture combines with

a comfortable homely stay.

‘They’ve got the experience, we’ve got the

strategy’ is the mantra Thought Jacuzzi

approaches the brand with. Keeping in mind

their demographic target audience, Thought

Jacuzzi has devised a communication

strategy to deliver to both potential and

existing customers to imprint a lasting

impression. Combining elements of basic

branding to strategic advertising, we hope to

cover the basics with the strategy we have in

mind.

Silver Crest’s current repertoire includes

mostly IT-based companies based in and

around Pune. They also have a number of

out station clients and the occupancy figures

have been constant at around 40-60% per

annum. While these figures are satisfactory,

Silver Crest steps in to target potential

clients. Working on a strict corporate clients

only policy, Silver Crest would benefit from

investing in the following advertising

approaches:

Refresh Silver Crest: Branding material

(stationary, miscellaneous, etc.)

Print Advertisements in Domestic In-Flight

magazines such as Swagat (Air India),

SpiceRoute (Spice Jet), etc.

BTL activities (tie up with Trade Fare, Pune)

Thought Jacuzzi hopes to revitalize the brand

as a part of their outreach program to

consolidate and enhance their current

communication strategy to reach the desired

target audience.

!

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‘Refresh Silver Crest’

F5

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The LOGO

Even after three years of establishment,

Silver Crest Guesthouse does not have a

logo. Above is the logo designed for the

client.

It was designed keeping in mind Silver

Crest’s promise of providing a homely feel

even on a business trip.

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Branding articles

Glasses and Napkins

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Creating Collateral

Letterheads

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Branding Stationery

Notepads, Paper weights,

Visiting Cards

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Print Ads for in-flight magazines

THE END

SINCERE THANKS TO MRS. NANDITA KHAIRE

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Silver Crest - Thought Jacuzzi

Business

Transcript of Silver Crest - Thought Jacuzzi