Analysis of Digital Marketing Plan for Cinnamon Hotels and Resorts

This report provides a detailed analysis of the digital marketing plan of Cinnamon Hotels and Resorts. It begins with an introduction to the company and its current marketing strategy, including the marketing mix. The report then delves into a situational analysis, examining both internal and external factors. It analyzes the company's current STP (segmentation, targeting, and positioning) approach. The core of the report focuses on the digital marketing plan, outlining objectives such as increasing sales, and strategies including SEO, social media, and mobile marketing. Finally, the report discusses the measurement of the effectiveness of these digital marketing strategies, concluding that effective digital marketing is crucial for maintaining communication with consumers and enhancing the company's market position and customer base. The report includes references to support its analysis.

DIGITAL MARKETING PLAN OF
CINNAMON HOTELS

TABLE OF CONTENTS
• INTRODUCTION TO THE COMPANY
• CURRENT MARKETING STRATEGY - MARKETING MIX
• CURRENT MARKETING STRATEGY - MARKETING MIX
• SITUATIONAL ANALYSIS – INTERNAL
• SITUATIONAL ANALYSIS – EXTERNAL
• CURRENT STP - SEGMENTATION
• CURRENT STP - TARGETING
• CURRENT STP - POSITIONING
• DIGITAL MARKETING PLAN - OBJECTIVES
• DIGITAL MARKETING PLAN - STRATEGIES
• DIGITAL MARKETING PLAN - MEASUREMENTS
• CONCLUSION
• REFERENCES

INTRODUCTION TO THE
COMPANY
• Cinnamon Hotels and Resorts had started its operations with the inspiration that has been
provided by the most valuable spice of Sri Lanka, that is, cinnamon.
• The warm and pleasant aroma of cinnamon has been a major reason behind the development of a
rejuvenating spirit of the organization.
• The properties of Cinnamon Hotels and Resorts have been based on a genial atmosphere and
contemporary outlook (Cinnamonhotels.com 2020).

CURRENT MARKETING
STRATEGY
MARKETING STRATEGY CURRENT MARKETING
STRATEGY
EFFECTIVENESS
Product mix
The hotels of Cinnamon are located
in Sri Lanka and Maldives.
The location the of the hotel in
Colombo is able to play a major role
in enhancing the profits that are
earned.
Price mix The prices of services provided by
Cinnamon are based on value that is
offered to the guests.
The high prices of services have
been effective for the organization to
target a group of customers who are
more interest in quality rather than
price (De pelsmacker, Van Tilburg
and holthof 2018).

CURRENT MARKETING
STRATEGY
MARKETING STRATEGY CURRENT MARKETING
STRATEGY
EFFECTIVENESS
Place mix Cinnamon Hotels and Resorts is
mainly engaged in providing the
luxury based services to guests
from different parts of the world.
The experiences that are offered by
Cinnamon are able to provide the
organization with an advantage in
the industry.
Promotion mix The offers that are provided to
guests and word of mouth
advertising are a part of the
promotional activities that are
performed by Cinnamon (Kannan
2017).
The presence of the organization
and awareness related to the
services are enhanced with the help
of promotional activities
(Lamberton and Stephen 2016).

SITUATIONAL ANALYSIS - INTERNAL
BCG matrix Company application
Stars • The best position that has been developed by
Cinnamon in the based on the BCG matrix is
related to experiences that are offered in the hotels.
The experiences that are offered by Cinnamon to
the guests are considered to be stars of the service
portfolio of the organization.
• The localized experiences have been able to
enhance the value of Cinnamon in the industry.
• The stars in this case have provided high shares to
Cinnamon in the industry.
• The customer base of Cinnamon has increased due
to support provided by the unique service and
experiences related to aroma based vision of the
hotel.
• The touch of warmth that is a part of the
relationship developed by Cinnamon with the
customers is able to enhance their loyalty levels.

SITUATIONAL ANALYSIS –
EXTERNAL
• Threats of the new entrants – The threats related to entry of new organizations in the hospitality
and service industry is considered to be quite high. This is considered to be a major aspect that
can have an impact on the revenues that are gained by Cinnamon Hotels and Resorts and the
profit margins as well. However, requirement of huge investment can reduce the impact of new
organizations in the industry. Power – Moderate.
• Bargaining power of the suppliers – The suppliers are able to play a major role in services and
experiences that are offered by Cinnamon to the guests. The timely supply of raw materials has
the ability to enhance the satisfaction levels of guests (Rao et al. 2018). Power – High.

CURRENT SEGMENTATION,
TARGETING AND POSITIONING
• SEGMENTATION – The process of segmentation can be implemented by
cinnamon hotels and resorts is based on the geographic, demographic and
psychographic process.

CURRENT SEGMENTATION, TARGETING
AND POSITIONING
• TARGETING – The target customers of cinnamon hotels and resorts mainly
include those who provide more value to the quality of services that are offered
by the hotel.

CURRENT SEGMENTATION, TARGETING
AND POSITIONING
• POSITIONING – The quality positioning strategy has been implemented by
cinnamon hotels and resorts in order to attract the guests towards the services
that are offered by the organization.

DIGITAL MARKETING PLAN
The digital marketing objectives that have been set by cinnamon hotels and resorts in order to
improve its digital marketing strategy are as follows,
• The first objective that can be set by Cinnamon Hotels and Resorts is based on increasing the
sales of services by around 15%. The increase in sales will be able to depict the effectiveness of
the digital marketing based objectives of the hotel.

DIGITAL MARKETING PLAN
The digital marketing objectives that have been set by Cinnamon Hotels and Resorts can be
fulfilled effectively with the help of different media that can be used by the hotel. The media will
provide major levels of support to an organization like Cinnamon Hotels and Resorts that operates
in the service and hospitality industry. The digital media will also help the organization to develop
communication with the customers or guests in order to understand their demands and needs in an
effective manner. The three major media that will be used Cinnamon Hotels and Resorts in order to
communicate with the customers include SEO or search engine optimization, social media and
mobile marketing (Thorpe 2018).

DIGITAL MARKETING PLAN
The measurement of the levels of effectiveness of the digital marketing strategies can help cinnamon
hotels and resorts to improve the services that are offered to the guests. The three different strategies
implemented by Cinnamon Hotels and Resorts can be measured in the following way,
 The measurement of SEO or search engine optimization will be based on the use of different
analytics based software. The levels of increase of website traffic will be able to provide a clear
picture of effectiveness of search engine optimization techniques. The process of search engine
optimization will be able to enhance the number of visitors of the hotel website (Saura, Palos-Sanchez
and Correia 2019).

CONCLUSION
The presentation can be concluded by stating that an organization like Cinnamon Hotels and
Resorts that operates in the service and hospitality industry needs to maintain proper
communication with the consumers. The digital marketing activities and strategies are able to
play a major role in enhancing the position that is formed by the hotel and the loyal customer
base that has been formed as well. The current marketing strategy that has been implemented
by the hotel can be improved effectively with the help of digital marketing based activities
that will be performed by the organization. The changes in current marketing activities will
thereby be related to the objectives that have been set by Cinnamon Hotels and Resorts.

REFERENCES
• Agüera, M.D.L.S.Z., 2019. Understanding e-marketing strategies. In handbook of research on entrepreneurship and marketing for global reach in the
digital economy (pp. 383-417). IGI global.
• Behera, r.K., Gunasekaran, A., Gupta, S., Kamboj, S. And bala, P.K., 2019. Personalized digital marketing recommender engine. Journal of retailing and
consumer services, p.101799.
• Cinnamonhotels.Com 2020. About us | cinnamon hotels. [Online] cinnamonhotels.Com. Available at: https://www.Cinnamonhotels.Com/about-us#
[accessed 17 feb. 2020].
• De pelsmacker, p., Van tilburg, S. And holthof, C., 2018. Digital marketing strategies, online reviews and hotel performance. International journal of
hospitality management, 72, pp.47-55.
• Felix, r., Rauschnabel, P.A. And hinsch, C., 2017. Elements of strategic social media marketing: A holistic framework. Journal of business research, 70,
pp.118-126.
• Jackson, g. And ahuja, V., 2016. Dawn of the digital age and the evolution of the marketing mix. Journal of direct, data and digital marketing
practice, 17(3), pp.170-186.