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MARKETING PLAN 2019
HERITAGE HOTEL PALACE
DU PARC HOTEL
1
AGENDA
1. AN EVALUATION OF MARKETING ACTIVITIES 2018
2. AN ANALYSIS OF TOURIST BUSINESS ENVIRONMENT
3. MARKETING STRATE
4. APPENDIX
2
AN EVALUATIONOF MARKETING ACTIVITIES2018
01
3
OVERVIEWOFMARKETINGACTIVITIES2018
 Follow the activities of sales and
F&B departments to optimize the
promotion programs
 Diverse both offline and digital
marketing platforms
 Innovate and ensure uniformity
of marketing designs according
to brand identity of each hotel
system
 Improve the working process among
Sales, F&B and Marketing departments
to plan, build content, measure
effectiveness of promotions
 Need to produce new videos and
images for marketing materials
 Invest budget on digital channels
 POSM is currently printing by color
printer -> Outsource printing of POSM to
ensure quality
4
An analysis of tourist business environment
02
5
Distribution channels of luxury hotels in Vietnam
In 2017, the most popular booking type at
high-end hotels is through tour operators,
followed by OTA channels.
This trend is similar between both 4 and 5-
star hotels.
In 2019, Da Lat hotel system will promote
the development of MICE tourism, through
establishing partnerships with stakeholders.
2.1 external business environment analysis
6
Since 2017, the growth rate of foreign
visitors has surpassed the growth rate of
domestic visitors, approximately 4 times.
These potential visitors need to be
exploited in the future.
Current customers in the leisure market
7
2.1 external business environment analysis
FACTORS REAL SITUATIONS MAIN EFFECTS
POLITIC
- Visa exemption policy for foreign tourists (North Asia, Russia, and
Europe ...)
- Focus on the foreign tourist majority in Vietnam
ECONO
MY
- Competition increased in 4-star and 5-star hotel tourism sector
instead of cheap hotel systems.
- Lowest index ranking Vietnam 2017: environmental sustainability,
visa policy, infrastructure.
- Increasing market share of high-class hotels, need to
increase the market share of Dalat Palace and Du
Parc compared to other hotels in the region.
- Establish CSR partnerships with organizations and
communities in Dalat and with Miss Universe Vietnam
SOCIETY
- Foreign tourists to Da Lat increase the most dramatically thanks
to 2 main trends: visitors like cultural experiences and relaxation.
- Building partnerships with stakeholders to reposition
the hotel image in Dalat
TECHN
OLOGY
- Only some 5-star hotel chains develop their own app for
members, personalize the customer experience
- Increasing promotion through OTAs
- According to distribution channel trend, it is
necessary to focus on digital marketing
2.2 OTHER MACROSCOPIC FACTORS
8
An Bình
MandaraBelresort
Adensee
Palace
DL Wonder
Ngọc Lan
Duparc
Highprice
Medium-
high quality
Highprice
High
quality
Medium-
highprice
2.3 THE IDENTIFICATIONOF HOTEL BRAND COMPETITION
The main competition is about different
high quality services. Rating results of 5 star
hotels does not depend on price. Dalat
Palace's strength is because of beautiful
location and architecture from historical to
design thicknesses, compared to other
hotels and resorts.
Source: TripAdvisor, Booking
5 star hotel Booking Tripadvisor
Dalat Palace 8.2 4.0
Swiss-
Belresort
8.4 4.5
Adensee 8.6 4.5
Ana Mandara 8.6 4.5
Bình An Resort 8.8 4.5
4 star hotel Booking Tripadvisor
Du Parc 7.8 3.5
TTC Ngọc Lan 8.0 4.0
Saigon Dalat 8.1 N/A
Terrasse Villa 8.2 N/A
DL Wonder 8.8 N/A
Pricing strategies are applied by 4-star
hotels with many discount offers. The
location near the center, the number of
large rooms compared to the group of
customers is a big strength of Du Parc
compared to other hotels in the region.
RATING
9
POSITIONING MAP
The comparison of website traffics
Source: TripAdvisor, Booking, SimilarWeb
 Dalat Palace and 4 other 5-star hotels are
competing directly with each other (same
location, same customer segment, and providing
similar resort services at the same price).
 The amount of traffic of Dalat Palace compared
to the other 4 hotels is quite low, only throug the
main channels: directly accessing the website;
advertising link; search with keyword KS. In
addition, the tools Social Media and email have
not brought good results.
 The main traffic source of Dalat Palace website:
through other introduction sites Dalat Palace has
placed advertising links to backlinks to the
website.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Direct Refferals Search Social Mail
Dalat Palace Heritage Binh An Village Ana Mandara
Dalat Edensee Tuyen Lam Hotel
10
HOTEL
% TRAFFIC
FROM
SEARCH
PAID
KEYWORDS
ORGANIC
KEYWORDS
TOP 5 ORGANIC KEYWORDS
Dalat
Palace
44.94% 0% 100%
- Top 1: Dalat palace luxury - 52.89%
- Top 2: Dalat palace city hotel - 47.11%
- Top 3: Da lat palace
- Top 4: Khách sạn palace da lat
- Top 5: dalat palace
Dalat Du
Parc
27.58% 0% 100%
- Top 1: du parc hotel dalat - 62.10%
- Top 2: where to stay dalat - 37.90%
- Top 3: Dalat du parc
100% of keywords searched for Palace and Du
Parc are from free sources, at which:
Hotel Palace: Customers from the target group /
were introduced / used the service at Palace
(Not new customers) - The hotel was positioned
for high-end customers
Du Parc: Most customers come from the target
group who know about Du Parc service (62.1%).
In addition, Du Parc was promoted through
some Pr articles on Travel magazines (37.9%).
Search Engine Optimization
Source: SimilarWeb
11
01
CORE SERVICE
4-5* hotel
room
standards
02
ACTUAL SERVICE
The luxury
additional
services
03
AUGMENT SERVICE
The
according
historical and
cultural
highlights
Brand Recognition
• Synchronize corporation identify
program and adverting images on
media
• Combined service packages based
on customer demand and price (Sale
/ Pr combination) -> create service
difference
Brand Awareness
• Promote the image of Dalat through
CSR activities on historical culture
• Combine cultural values to
collaborate to organize relevant
conferences / seminars  expand
MICE visitors
The levels of services in Palace & Du Parc
12
Strengths Weaknesses
Opportunities Threats
S1 Large business
scale, higher number
of service rooms
S2 The luxurious, classic
properties bring many
values of cultural
history
S3 Additional services
during vacation at the
hotel (Golf, Club, Spa)
W1 Invest less for
digital advertising,
difficult to attract
current customers from
online source
W2 Human resources:
have not coordinated
regularly
O1 Tourism grew
strongly in Da Lat,
O2 Cultural
experience trend
increases in tourism
activities in Dalat
O3 MICE increases in
Vietnam
T1 High competition in
the region, especially
in digital technology
development in the
service industry
T2 Diversify and
compete premium
experiences for
customers at 4 and 5
star hotels
2.4 SWOT analysis
13
S-O STRATEGY: EXPANDING NEW MARKETS
2.5 business strategy from swot matrix
ESTABLISH CUSTOMER DATA UTILIZE TECHNOLOGY INTO
CUSTOMER SERVICE
Depend on the types and frequency of service
usage. Identify psychological high-income
customers changes (on vacation experience,
service needs) to supplement or improve
services. Develop the program "Dear customers"
for these customers
Maintain revenue from loyalty plans and turn
them into KS referrals (WOM)
Update or take the lead in technology
trends in customer services (booking,
feedback from customers, providing
information via email marketing)
14
W-T STRATEGY: REDUCE RISK OF EXTERNAL COMPETITION
2 new markets need to
focus: (1) - Customers
search for hotels from
online sources and (2) -
MICE customers.
Combine the services of Dalat
Palace in a full vacation
package for customers (i.e
apply more deals for loyal
customers / Du Parc,
Convention tour and prominent
Palace service)
Marketing activities will be more
effective when Sale - Marketing
- F&B departments coordinate
on a daily basis to update KPIs
of applied Marketing / event
tools, adjusted for next
campaigns if necessary.
DEVELOP
NEW CUSTOMER
DIFFERENTIATION
IN LEISURE SERVICES
PR AND COMMUNICATION
INVESTMENT
15
2.6Phânkhúckháchhàng mục tiêu
Positioning customer needs according to
two main levels:
- Luxury (Palace, Le Rabelais)
- Facilities (Du Parc, Le Bistro)
Besides, additional services such as Spa,
club (Palace, Du Parc); The conference
area (Dalat Convention) and Golf are
attractive to be combined in the promotion
package for MICE customers
Besides, Chinese customers play the key role
in this leisure market in Vietnam
16
2018 2019
MARKETING strategy 2019
03
17
FINANCIAL GOAL MARKET EXPANSION GOAL
 Maximize room capacity, apply sales
promotion program in lower season to
increase revenue
 Balance budget for Marketing activities, in
which:
 Invest more for Digital platforms than OOH
advertising
 Strengthen advertising in lower season,
diversify service package in the peak
months
 Target customers: New customers to search
for hotels from online sources and MICE
customers, retain loyal customers
 Service objectives: Design the combo service
with the linkage, run promotion programs to
attract more customers in lower season
 Branding: In the long term, develop Palace
image to preserve historical and cultural
values.
18
3.1Marketinggoals2019
Production Event
Digital
Marketing
SPONS
ORSHIP
& PR
A B
C D
4 STAR HOTEL
- Duparc
- Le Bistro
5 STAR HOTEL
- Palace
- Le Rabelais
- Golf
- Convention
- Karaoke Club
- Spa
3.2 Marketing TOOLS
19
20
JAN FEB MAR APR MAY JUL AUG SEPJUN
LOWER SEASON PEAK SEASONPEAK SEASON
OCT NOV DEC
• Focusing on promotion programs
for businesses (year-end, new
year parties), promotion through
OTA, inventional F&B policies for
guests staying longer , outbound
guests
• The PR articles to introduce
outlets with promotion
• Promotes digital advertising
programs
• POSM
• Deploy bedroom discount program
to maximize room capacity, aiming
at international tourists and groups
in the summer
• Promoting OTA and F&B promotions
to increase the number of customers
using the service, especially during
the holidays in Vietnam: (30 / 04-01 /
05, 01/06, 2/9)
• Peak wedding season: apply the
program of wedding package,
wedding party offers
• The PR articles to introduce outlets
with promotion
• Promotes digital advertising
programs
• POSM
• Deploy sales promotion
programs for businesses,
winter programs, events -
year-end conferences for
guests, outbound guests
• Promote F&B promotion to
increase the capacity of
using additional services,
especially in holidays:
October 20, Christmas,
New Year
• The PR articles to introduce
outlets with promotion
• Promotes digital advertising
programs
• POSM
3.3 MARKETING & COMMUNICATION PLAN
APPENDIX: HOW TO APPROACH CHINESETOURISTS
THROUGH THE DIGITAL PLATFORMS
04
21
Please see this link: https://bitly.vn/2-tg
Thank You!
22

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Marketing Plan Report-Luxury Hotels in Vietnam

  • 1. MARKETING PLAN 2019 HERITAGE HOTEL PALACE DU PARC HOTEL 1
  • 2. AGENDA 1. AN EVALUATION OF MARKETING ACTIVITIES 2018 2. AN ANALYSIS OF TOURIST BUSINESS ENVIRONMENT 3. MARKETING STRATE 4. APPENDIX 2
  • 3. AN EVALUATIONOF MARKETING ACTIVITIES2018 01 3
  • 4. OVERVIEWOFMARKETINGACTIVITIES2018  Follow the activities of sales and F&B departments to optimize the promotion programs  Diverse both offline and digital marketing platforms  Innovate and ensure uniformity of marketing designs according to brand identity of each hotel system  Improve the working process among Sales, F&B and Marketing departments to plan, build content, measure effectiveness of promotions  Need to produce new videos and images for marketing materials  Invest budget on digital channels  POSM is currently printing by color printer -> Outsource printing of POSM to ensure quality 4
  • 5. An analysis of tourist business environment 02 5
  • 6. Distribution channels of luxury hotels in Vietnam In 2017, the most popular booking type at high-end hotels is through tour operators, followed by OTA channels. This trend is similar between both 4 and 5- star hotels. In 2019, Da Lat hotel system will promote the development of MICE tourism, through establishing partnerships with stakeholders. 2.1 external business environment analysis 6
  • 7. Since 2017, the growth rate of foreign visitors has surpassed the growth rate of domestic visitors, approximately 4 times. These potential visitors need to be exploited in the future. Current customers in the leisure market 7 2.1 external business environment analysis
  • 8. FACTORS REAL SITUATIONS MAIN EFFECTS POLITIC - Visa exemption policy for foreign tourists (North Asia, Russia, and Europe ...) - Focus on the foreign tourist majority in Vietnam ECONO MY - Competition increased in 4-star and 5-star hotel tourism sector instead of cheap hotel systems. - Lowest index ranking Vietnam 2017: environmental sustainability, visa policy, infrastructure. - Increasing market share of high-class hotels, need to increase the market share of Dalat Palace and Du Parc compared to other hotels in the region. - Establish CSR partnerships with organizations and communities in Dalat and with Miss Universe Vietnam SOCIETY - Foreign tourists to Da Lat increase the most dramatically thanks to 2 main trends: visitors like cultural experiences and relaxation. - Building partnerships with stakeholders to reposition the hotel image in Dalat TECHN OLOGY - Only some 5-star hotel chains develop their own app for members, personalize the customer experience - Increasing promotion through OTAs - According to distribution channel trend, it is necessary to focus on digital marketing 2.2 OTHER MACROSCOPIC FACTORS 8
  • 9. An Bình MandaraBelresort Adensee Palace DL Wonder Ngọc Lan Duparc Highprice Medium- high quality Highprice High quality Medium- highprice 2.3 THE IDENTIFICATIONOF HOTEL BRAND COMPETITION The main competition is about different high quality services. Rating results of 5 star hotels does not depend on price. Dalat Palace's strength is because of beautiful location and architecture from historical to design thicknesses, compared to other hotels and resorts. Source: TripAdvisor, Booking 5 star hotel Booking Tripadvisor Dalat Palace 8.2 4.0 Swiss- Belresort 8.4 4.5 Adensee 8.6 4.5 Ana Mandara 8.6 4.5 Bình An Resort 8.8 4.5 4 star hotel Booking Tripadvisor Du Parc 7.8 3.5 TTC Ngọc Lan 8.0 4.0 Saigon Dalat 8.1 N/A Terrasse Villa 8.2 N/A DL Wonder 8.8 N/A Pricing strategies are applied by 4-star hotels with many discount offers. The location near the center, the number of large rooms compared to the group of customers is a big strength of Du Parc compared to other hotels in the region. RATING 9 POSITIONING MAP
  • 10. The comparison of website traffics Source: TripAdvisor, Booking, SimilarWeb  Dalat Palace and 4 other 5-star hotels are competing directly with each other (same location, same customer segment, and providing similar resort services at the same price).  The amount of traffic of Dalat Palace compared to the other 4 hotels is quite low, only throug the main channels: directly accessing the website; advertising link; search with keyword KS. In addition, the tools Social Media and email have not brought good results.  The main traffic source of Dalat Palace website: through other introduction sites Dalat Palace has placed advertising links to backlinks to the website. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Direct Refferals Search Social Mail Dalat Palace Heritage Binh An Village Ana Mandara Dalat Edensee Tuyen Lam Hotel 10
  • 11. HOTEL % TRAFFIC FROM SEARCH PAID KEYWORDS ORGANIC KEYWORDS TOP 5 ORGANIC KEYWORDS Dalat Palace 44.94% 0% 100% - Top 1: Dalat palace luxury - 52.89% - Top 2: Dalat palace city hotel - 47.11% - Top 3: Da lat palace - Top 4: Khách sạn palace da lat - Top 5: dalat palace Dalat Du Parc 27.58% 0% 100% - Top 1: du parc hotel dalat - 62.10% - Top 2: where to stay dalat - 37.90% - Top 3: Dalat du parc 100% of keywords searched for Palace and Du Parc are from free sources, at which: Hotel Palace: Customers from the target group / were introduced / used the service at Palace (Not new customers) - The hotel was positioned for high-end customers Du Parc: Most customers come from the target group who know about Du Parc service (62.1%). In addition, Du Parc was promoted through some Pr articles on Travel magazines (37.9%). Search Engine Optimization Source: SimilarWeb 11
  • 12. 01 CORE SERVICE 4-5* hotel room standards 02 ACTUAL SERVICE The luxury additional services 03 AUGMENT SERVICE The according historical and cultural highlights Brand Recognition • Synchronize corporation identify program and adverting images on media • Combined service packages based on customer demand and price (Sale / Pr combination) -> create service difference Brand Awareness • Promote the image of Dalat through CSR activities on historical culture • Combine cultural values to collaborate to organize relevant conferences / seminars  expand MICE visitors The levels of services in Palace & Du Parc 12
  • 13. Strengths Weaknesses Opportunities Threats S1 Large business scale, higher number of service rooms S2 The luxurious, classic properties bring many values of cultural history S3 Additional services during vacation at the hotel (Golf, Club, Spa) W1 Invest less for digital advertising, difficult to attract current customers from online source W2 Human resources: have not coordinated regularly O1 Tourism grew strongly in Da Lat, O2 Cultural experience trend increases in tourism activities in Dalat O3 MICE increases in Vietnam T1 High competition in the region, especially in digital technology development in the service industry T2 Diversify and compete premium experiences for customers at 4 and 5 star hotels 2.4 SWOT analysis 13
  • 14. S-O STRATEGY: EXPANDING NEW MARKETS 2.5 business strategy from swot matrix ESTABLISH CUSTOMER DATA UTILIZE TECHNOLOGY INTO CUSTOMER SERVICE Depend on the types and frequency of service usage. Identify psychological high-income customers changes (on vacation experience, service needs) to supplement or improve services. Develop the program "Dear customers" for these customers Maintain revenue from loyalty plans and turn them into KS referrals (WOM) Update or take the lead in technology trends in customer services (booking, feedback from customers, providing information via email marketing) 14
  • 15. W-T STRATEGY: REDUCE RISK OF EXTERNAL COMPETITION 2 new markets need to focus: (1) - Customers search for hotels from online sources and (2) - MICE customers. Combine the services of Dalat Palace in a full vacation package for customers (i.e apply more deals for loyal customers / Du Parc, Convention tour and prominent Palace service) Marketing activities will be more effective when Sale - Marketing - F&B departments coordinate on a daily basis to update KPIs of applied Marketing / event tools, adjusted for next campaigns if necessary. DEVELOP NEW CUSTOMER DIFFERENTIATION IN LEISURE SERVICES PR AND COMMUNICATION INVESTMENT 15
  • 16. 2.6Phânkhúckháchhàng mục tiêu Positioning customer needs according to two main levels: - Luxury (Palace, Le Rabelais) - Facilities (Du Parc, Le Bistro) Besides, additional services such as Spa, club (Palace, Du Parc); The conference area (Dalat Convention) and Golf are attractive to be combined in the promotion package for MICE customers Besides, Chinese customers play the key role in this leisure market in Vietnam 16 2018 2019
  • 18. FINANCIAL GOAL MARKET EXPANSION GOAL  Maximize room capacity, apply sales promotion program in lower season to increase revenue  Balance budget for Marketing activities, in which:  Invest more for Digital platforms than OOH advertising  Strengthen advertising in lower season, diversify service package in the peak months  Target customers: New customers to search for hotels from online sources and MICE customers, retain loyal customers  Service objectives: Design the combo service with the linkage, run promotion programs to attract more customers in lower season  Branding: In the long term, develop Palace image to preserve historical and cultural values. 18 3.1Marketinggoals2019
  • 19. Production Event Digital Marketing SPONS ORSHIP & PR A B C D 4 STAR HOTEL - Duparc - Le Bistro 5 STAR HOTEL - Palace - Le Rabelais - Golf - Convention - Karaoke Club - Spa 3.2 Marketing TOOLS 19
  • 20. 20 JAN FEB MAR APR MAY JUL AUG SEPJUN LOWER SEASON PEAK SEASONPEAK SEASON OCT NOV DEC • Focusing on promotion programs for businesses (year-end, new year parties), promotion through OTA, inventional F&B policies for guests staying longer , outbound guests • The PR articles to introduce outlets with promotion • Promotes digital advertising programs • POSM • Deploy bedroom discount program to maximize room capacity, aiming at international tourists and groups in the summer • Promoting OTA and F&B promotions to increase the number of customers using the service, especially during the holidays in Vietnam: (30 / 04-01 / 05, 01/06, 2/9) • Peak wedding season: apply the program of wedding package, wedding party offers • The PR articles to introduce outlets with promotion • Promotes digital advertising programs • POSM • Deploy sales promotion programs for businesses, winter programs, events - year-end conferences for guests, outbound guests • Promote F&B promotion to increase the capacity of using additional services, especially in holidays: October 20, Christmas, New Year • The PR articles to introduce outlets with promotion • Promotes digital advertising programs • POSM 3.3 MARKETING & COMMUNICATION PLAN
  • 21. APPENDIX: HOW TO APPROACH CHINESETOURISTS THROUGH THE DIGITAL PLATFORMS 04 21 Please see this link: https://bitly.vn/2-tg