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Marketing Strategy of Novotel Auckland Airport assignment

   

Added on  2021-04-21

26 Pages6211 Words114 Views
Professional DevelopmentMarketingStatistics and ProbabilityPolitical Science
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Running head: MARKETINGMarketingName of the Student:Name of the University:Author’s Note:
Marketing Strategy of Novotel Auckland Airport assignment_1

MARKETING1Executive SummaryThe entire report has focused on the integrated marketing strategy of Novotel Auckland Airport.In order carry out the entire report severe efforts have been put forwarded. In order to ensure theeffectiveness of the report it has been divided into different sections. These sections firstprovided a brief idea about the hotel and what the report is all about. The overview of the marketalong with the situational analysis of the hotel has also been performed. Finally an IMC strategyof the company has been designed accordingly for which it has been stated that the hotel haschosen launch a marketing campaign. The budget associated to the campaign and the timeduration of the campaign has also been provided. At the end the control evaluation process forensuring the effectiveness of the campaign has been provided along with a few plausiblerecommendations.
Marketing Strategy of Novotel Auckland Airport assignment_2

MARKETING2Table of Contents1.0 Introduction................................................................................................................................32.0 Project Detail.............................................................................................................................43.0 Goal and Objectives...................................................................................................................54.0 Situational Analysis...................................................................................................................64.1 External Environment Analysis.............................................................................................64.2 Internal Environment Analysis............................................................................................105.0 Target Market..........................................................................................................................115.1 STP Analysis.......................................................................................................................116.0 Budgeting.................................................................................................................................137.0 IMC Strategy...........................................................................................................................137.1 Media Mix...........................................................................................................................137.2 Coverage of the Target Market............................................................................................147.3 Geographic Coverage..........................................................................................................147.4 Reach and Frequency...........................................................................................................158.0 Prototypes................................................................................................................................168.1 Theme of the Campaign.......................................................................................................168.2 Message of the Campaign....................................................................................................179.0 Implementation Plan................................................................................................................1710.0 Evaluation and Control..........................................................................................................18
Marketing Strategy of Novotel Auckland Airport assignment_3

MARKETING310.1 Pre-testing Activities.........................................................................................................1810.2 Measuring the Performance of Print Media.......................................................................1810.3 Evaluating the Performance of Social Media....................................................................1910.4 Evaluating Performance of Digital Media.........................................................................1911.0 Conclusion.............................................................................................................................19Reference List................................................................................................................................21
Marketing Strategy of Novotel Auckland Airport assignment_4

MARKETING41.0 IntroductionNovotel was established in the year 1967 and presently is characterized as a midscalehotel chain. The company was first introduced in France and it is a part of the Accor Group.Presently Novotel operates in 58 countries and holds more than 400 properties. The key to thissuccess story of Novotel is its innovation centric strategic decision making structure. Theinnovation and creativity can be regarded as the most important components of the brand DNAof Novotel. For instance back in the 60’s Novotel was the first hotel that introduced bedroomswith an attached bathroom and a color television (Accorhotels.group, 2018). Over time itsinnovative nature flourished and during the 80’s it introduced the concept of breakfast buffet andduring the 90’s it further introduced contemporary art in the bedrooms. This zeal ofinnovativeness of the organization has helped it to achieve the present growth path. The reportwill briefly elaborate and develop a marketing campaign for Novotel Hotel in Auckland airport.In order to do so, a basic analysis of the market and the target audience is necessary to beperformed. The market analysis will be done with the help of secondary data and numerouseffective and efficient tools. On the basis of the results of the analysis the integrated marketingcommunication strategies for the campaign will be designed. As a marketing manager of theorganization it is quite easy to develop a proper understanding about the key customer base ofthe hotel and what satisfies customers the most. Hence the integrated communication strategiesof the hotel will be designed in accord so that the campaign endorsed become successful(Accorhotels.group, 2018). Furthermore, the report will also take into account designing aprototype of the brochure which is expected to enhance the effectiveness of the campaign. Abudget will be presented where the costs will be considered in real terms and finally the
Marketing Strategy of Novotel Auckland Airport assignment_5

MARKETING5evaluation and control procedures will also be specified. Finally in the conclusion sectionplausible concluding remarks are provided. 2.0 Project DetailThe Novotel, Auckland Airport is located just outside the international departure of theAuckland airport. The hotel sports fully soundproof windows which provides the customers withpeaceful inner environment and ambient natural light. As it has been stated earlier that the keystrategy of Novotel is to stay innovative. In this hotel the clients are served with the breakfast,lunch and dinner in a perfect time so that they can catch the flight at ease. On an added notion,the “living wall” of the greenery of the bar is a perfect place where the customers wait for takeoff(Accorhotels.group, 2018). The Novotel Auckland Airport has several luxurious rooms andprovides wide choice of boardrooms and conference halls where events could be organized. Hence it can be observed that Novotel hotel is a part of the Accord Group it wasestablished in France in the year 1967 and is still operating profitably across the world. Thecompany has expanded significantly throughout the past few years and is expected to growfurther in near future. This overall success of the hotel chain also induces the success of NovotelAuckland Airport. It is an important fact that is needed to be mentioned in this context that apartfrom being very innovative and creative, during 2007 a new management team took over theoperations of the hotel. They stated that throughout the previous 10 years the hotel chain has notinnovated anything relevant and hence is becoming a common brand losing its differentiation(Accorhotels.group, 2018). As a result a new project has been launched which was expected tore-energize the brand Novotel and the program mainly focused on re-innovating. This project isnamed as “Nextup 2015”.
Marketing Strategy of Novotel Auckland Airport assignment_6

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