Marketing Management - Creative Brief

This document provides a creative brief for marketing management, including objectives, target audience, competitors, message, media options, budget, and timeline.

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
Name of the Student:
Name of the University:
Author note:

1MARKETING MANAGEMENT
Creative Brief
Boudi Abha (Small hotel)
Company Background:
Boudi Abha is located in the Mirik road, Saudi Arabia. It features a 24 * 7 house front
desk service and is a property that provides all its guests belonging from all over the world
with 24 hours available food and dining facilities. The company is serving since the year
2010, actively in Saudi Arabia and is one of the popular small lodging establishment in Saudi
Arabia that provides best service within affordable budgets
Objectives:
 To increase the brand awareness by 30% within 6 months of time span.
 To inform the target audience of the brand about the features and the amenities that
Boudi Abha has to offer, which in turn will lead to about 30% of increase in the
bookings within the next 6 months
 To increase the brand loyalty of the guests by 15% in terms of rebooking within 8
months of time frame.
Target Audience:
The target audience of the brand are as follows:
 Honeymooners
 Drop-in customers
 Business men who visit Saudi Arabia for one or two days of business meetings
 The ones looking for the vacation destination (Idrees, Vasconcelos & Ellis, 2018)
Demographics:

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 Both the male and female
 Married and single
 The age range of people should be 21 to 65 years
 Annual income of the people is of 75,000 dollars
Geographic:
 The geographic market of Saudi Arabia
Competitors:
 Hotel Pullman Zamzam Makkah
 Sands hotel
 Ibis Yanbu Saudi Arabia
 Golden Tulip AL Zahabi Hotel, Madina
Competitive Advantage:
 Modern Comfort
 Grand beds
 Free Wi-Fi
 Good Value and affordable product pricing at least 20% lower than its competitors
 24*7 hot food and beverage supply
Message:
 Discover the beauty of Saudi Arabia through the eyes of Boudi Abha.
Mandatories:
 Brand Logos
 Billboards and pamphlets

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 YouTube videos
 Promo videos
 Interactive Facebook and Twitter posts for gaining public attention
 Giveaways- Coupons for the loyal customers of the brand
Strategic Positioning:
Boudi Abha can be best described by its core values and traits. Its values and traits are
something that distinguish the brand from the other available small hotels in Saudi Arabia.
These values are- the company is very passionate, trustworthy and provide excellent service
to its guests within affordable budgets.
Media Options:
 We would be using newspaper and magazines for the promotion of the products
offered by the hotel.
 New billboards and fliers or pamphlets that are created by the creative team of
Cardinal Communications shall be used for generating brand awareness.
 We shall be combining the distribution of the physical marketing materials of the
brand by means of the various social media platforms like Facebook, Instagram and
Twitter in order to gain the public awareness.
 Television and radio advertisement shall also be used in order to ensure that large
number of audience are catered (Lacey, 2017).
Budget:
It is to note B2B print advertising, printing on magazines and newspapers, radio
advertising, internet and social media advertising and below-the line would be used for the
marketing and promotion of the brand. The budget for the same is mentioned below:

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1. B2B Print advertising
a. 100,000$ B2B magazine print advertisements
b. 2000$ in the production
2. Print advertising on local newspaper
a. 5,50,000$
b. 2000$ in the production
3. Radio advertising
a. 420,000$
b. 45000$ in the production
4. Internet and social media advertising
a. 550,000$
b. 2,000$ in the production
5. Below-the-Line
a. 1,45,000$
Subtotals
a) 1,765,000$ In media
b) 51,000$ In the costs of production
Time line:
Months May June July August September October
Weeks 1 2 3 4 5 6 7 8 9 1
0
1
1
1
2
1
3
1
4
1
5
1
6
1
7
1
8
1
9
2
0
2
1
2
2
2
3
2
4
Channels
B2B
print
70,000$ 30,000$

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advertis
ement
Social
media
ad
350,500 $ 200,000 $
YouTub
e
11,200$
Magazi
ne ad
2,750$ 2750$
Newspa
per ad
137,500$ 137,500$ 137,500$ 137,500$
Key Stakeholders:
The key stakeholder of the brand are as follows:
 The clients and customers
 The population of Saudi Arabian Region’
 Government of Saudi Arabia
 The local community, suppliers
 The employees and staffs of the hotels
 Media channels

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References:
Idrees, I. A., Vasconcelos, A. C., & Ellis, D. (2018). Clique and elite: inter-organizational
knowledge sharing across five star hotels in the Saudi Arabian religious tourism and
hospitality industry. Journal of Knowledge Management, 22(6), 1358-1378.
Lacey, N. (2017). Media, Institutions and Audiences: Key Concepts in Media Studies.
Macmillan International Higher Education.