Cinnamon Hotels Marketing: Market Position, Strategy, and Competition

This report provides a comprehensive overview of Cinnamon Hotels and Resorts, a leading hospitality chain in Sri Lanka and the Maldives. It highlights the company's background, key milestones, and competitive landscape, identifying major competitors such as Hilton and Galle Face Hotel. The analysis delves into Cinnamon's impressive market share of 31% and its revenue generation. A detailed examination of the marketing mix (services, place, promotion, price, people, physical presence, and processes) is presented, along with a discussion of market segmentation strategies based on geographic, demographic, psychographic, and behavioral factors. The report concludes by emphasizing Cinnamon Hotels' commitment to providing exceptional guest experiences and its ongoing efforts to expand its reach and overcome competitive challenges. Desklib offers a variety of solved assignments and past papers for students.

Running Head: CINNAMON HOTELS 0
Marketing

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Introduction
The key objective of preparing this assignment is to know the services that are offered by
Cinnamon Hotels and Resorts. Several awards are achieved by the Cinnamon hotels that are
being described in the assignment. The purpose of the study is to explore the findings
regarding the Cinnamon hotels.
Background
Cinnamon hotel and resort is diverse chain of hotels in Sri Lanka as well as Maldives. It is
the biggest conglomerate in the Sri Lanka. It was launched on 14th of November in 2005. The
Cinnamon hotel represents the chain of modern hotels. It is also committed to going extra
miles in order to satisfy the customers. The Cinnamon hotels also provides the Sri Lankan
hospitality through creativity, comfort as well as inspired living (Joy, 2018).
Five Milestones
1. It has won the silver award for the “best responsibility in tourism” through the world
travel market in London.
2. Won the best new entrant “SLIM brand excellence award.” After this, it has
established the second tier of resort in the Sri Lanka.
3. It has won the service brand of the year at the National Marketing Award.
4. The lakeside hotel of Cinnamon has awarded as the best five star hotel in the tourism
award of Sri Lanka.
5. The grand Colombo of Cinnamon has won the Tourism Hall of Fame award at the Sri
Lanka tourism and travel.
Competitors of Cinnamon
The major competitors of Cinnamon hotel and resorts are Hilton, Galle Face hotel,
Ramada by Colombo Wyndham, The Kingbury hotel. It has to face the heat from all
these competitors. In addition to this, it is also facing the heat from new entrants
(Cinnamon, 2018).

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Market share of Cinnamon hotels and resorts
Cinnamon remains the leading and top most hotel in Sri Lanka by maintaining it
market share 31 per cent. In the last year, it has earned the generating room revenue of
RS. 2.67 Bn. It is true that its best services put the direct impact on the satisfaction of
guest as well as on its market share.
Competitive Analysis (Positioning Map)
Luxury
Low Price High Price
Economy
Hotel Sigiriya
Marino Beach Colombo
Fairview Hotel
The Radh

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Marketing mix
Services: the Cinnamon hotels and resorts offers the variety of products such as food, guest
rooms, conference facilities, banqueting rooms, recreational rooms, business centre, travel
desk, and parking facilities.
Place: it refers to the accessibility of the products. As compare to other products, the products
of hotel does not travel to the customers but customer come for the product. pace of the hotel
is located in the resort area, outskirt of the city and the various chains are located in the
different locations.
Promotions: promotion the way through which the Cinnamon hotel communicate to its
customers. The different promotional tools used by the hotel are hotel websites, brochures,
facebook page, Billboards, and TV commercials.
Prices: pricing strategy is the essential aspect of marketing mix, if hotel products such as food
menu, guest rooms are not priced properly, then the guest may reject the hotel services. In the
peak season, it charges the higher price as compare to the off-season.
People- there are various employees work in the Cinnamon hotels and Resorts in Sri Lanka,
Maldives. In the annual report of the company, it is found that total number of employees are
7,53,34-35. All these employees help the Cinnamon in delivering the best guest experience.
Physical presence- it has themed restaurants, Bars, hotels, and resorts. Each one is distinctive,
vibrant, and exclusive.
Processes- in the current scenario, Cinnamon has made the shift toward digital technology in
Sri Lanka, Europe as well as South Asia region. It has also grown its online that helps the
travellers to compare the different options (Miththapala, Jayawardena & Mudadeniya, 2013).
Market segmentation
Geographic segmentation The Cinnamon hotels and resorts has total
fourteen properties. Among these, it has eight

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resort properties in Sri Lanka, three city
properties in Colombo, and three properties
in Maldives.
Demographic segmentation It is one the largest conglomerate of Sri
Lanka. As it is five star hotel, therefore, it
usually gives emphasis on the high income
level people. It is also thinking to open its
hotels in India by 2020.
Psychographic The high level standards people having
modern lifestyle are segmented under
psychographic segmentation.
Behaviour The people who want to enjoy their holidays
in best manner are invited in the Cinnamon
hotels. Besides this, people from various
business class also come to stay in their
hotels.
Conclusion
In the limelight of above discussion, it can be concluded that Cinnamon hotel is one of the
biggest hospitality industry in Sri Lanka with its wide offering and innovative services. It is
also growing well by providing the best guest experience to its customers. In order to
overcome by competitors, it is trying to open its more wings.

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References
Cinnamon.(2018). About us. Retrieved from: https://www.cinnamonhotels.com/
Joy, S.(2018). Cinnamon Hotels & Resorts Wins Silver For ‘Best In Responsible Tourism’ At
World Travel Mart (WTM) In London. Retrieved from:
https://www.expresstravel.in/latest-updates-travel/cinnamon-hotels-resorts-wins-
silver-for-best-in-responsible-tourism-at-world-travel-mart-wtm-in-london/408389/
Miththapala, S., Jayawardena, C., & Mudadeniya, D. (2013). Responding to trends:
Environmentally-friendly sustainable operations (ESO) of Sri Lankan
hotels. Worldwide Hospitality and Tourism Themes, 5(5), 442-455.