Semester Sept 20/21: Product Innovation Case Study - Lexis Hibiscus

This case study examines Lexis Hibiscus Port Dickson, a hotel group, focusing on its product innovation strategies. The study delves into the hotel's history, uniqueness, and the impact of the COVID-19 pandemic on its services. Key areas of innovation include the introduction of room-to-room spa services and snack preparation services, all aimed at enhancing customer satisfaction and safety. The case study explores how Lexis Hibiscus leverages its unique features, such as water villas and extensive recreational facilities, to differentiate itself in the hospitality industry. It also highlights the use of a hotel app to streamline service ordering and improve customer experience. The analysis provides insights into how Lexis Hibiscus adapts to changing market trends and maintains a competitive edge in the tourism sector.

SEMESTER SEPT 20/21
PRODUCT INNOVATION - HPT30303
CASE STUDY
LEXIS HIBISCUS, PORT DICKSON
NAME MATRIC NUMBER
1. NUR AQILAH HUSNA BINTI AZMAN H19A0485
2. MUHAMMAD KHAIRUDDIN BIN KASSIM H19A0307
3. NUR FATIHAH BINTI MOKHTAR SAIPUDIN H19A0522
4. NUR WAHIDA BINTI DUPPA H19A0594
5. NOR FARAH AIN BINTI GHAZALI H19A0391
6. NUR ZAIREEN FARYZAH BINTI ZAIMY H19A0595
7. ANEESA BINTI AHMAD KAMAL H19A0052
8. NUR FARAH AIN BINTI EDDIE AZAMIE H19A0513
9. NUR ERNIE SYUHADA BINTI MOHD ZAIN H19A0509
10. `ADNIN NUHA BINTI MOHD SUKIMAN H19A0918

ACKNOWLEDGEMENT
We have taken a lot of effort into this case study. However, completing this project
would not have been possible without the support and guidance of a lot of individuals.
We would like to extend our sincere thanks to all of them.
We are highly indebted to Madam Fadhilahanim Aryani Binti Abdullah for guidance
and supervision. We would like to thank her for providing the necessary information
and resources for this case study.
We would like to express our gratitude towards our parents & our friends for their
kind co-operation and encouragement which help us a lot in completing this case
study.
Our thanks and appreciations also go to our colleague in developing the case study.
Thank you to all the people who have willingly helped us out with their abilities.

TABLE OF CONTENT
TITLE PAGE
1.0 INTRODUCTION 1-2
2.0 HISTORY 3-4
3.0 UNIQUENESS AND THE LOCALITY OF THE
PRODUCT
5-8
4.0 DEVELOPMENT AND THE TRAILS OF THE
PRODUCT
9-10
5.0 TOOLS THAT CURRENTLY BEEN USED TO
MARKET THE PRODUCT/PROCESS/SERVICES
11-13
6.0 IMPROVE THE PRODUCT/PROCESS/SERVICES
USING INNOVATION CONCEPT AND
SUGGESTION/RECOMMENDATION ON HOW TO
MARKET AND SUSTAIN THE PRODUCT IN THE
INDUSTRY
14-19
8.0 CONCLUSION 20
9.0 REFERENCESS 21

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1.0 INTRODUCTION
Ms Mandy Chew Siok Cheng, President of Lexis Hotel Group, the operator of
Lexis Hibiscus Port Dickson, and Dato' Low Tak Fatt, managing director of Kuala
Lumpur Metro Group, the owner of Lexis Hibiscus Port Dickson. Mandy Chew Siok
Cheng is a seasoned hotelier with more than three decades of experience in the sector.
Mandy earned a Bachelor of Economics (Hons) with a major in Business
Administration from the famous University of Malaya. In 1985, she began working at
the prestigious Shangri-La Hotel Kuala Lumpur, eventually rising to the position of
Director of Human Resources. Mandy was elevated to President of Metroplex
Holdings Sdn Bhd (Leisure Division) after eleven years as Vice President of Business
Development.
On July 31, Menteri Besar Negeri Sembilan Datuk Seri Mohamad Hasan
formally launched the two-year-old Lexis Hibiscus Port Dickson.
The Lexis Hotel Hibiscus alone has welcomed more than 630,000 tourists in
less than two years since its inauguration in 2015. Lexis has also increased tourism
revenue in the state and they offers discriminating leisure and business traveller in
Malaysia convenient and luxury lodgings at a variety of locations. It is committed to
providing professional management services to hotels and resorts, and has created a
strong, lucrative, and well-known niche brand in the hospitality business, specializing
in award-winning distinctive water chalets and pool villas. Lexis, Grand Lexis, and
Lexis Hibiscus are the three properties that the brand now maintains in Port Dickson.
Lexis Hibiscus Port Dickson presently holds the Guinness World Records for
"the most swimming pools in a resort" which is 1.2m deep, as well as "the most
beachfront villas in a single resort" which is 522 villas. Not just that, Lexis Hibiscus
Port Dickson has also received several major honors, including the World Luxury
Hotel Awards for the Luxury Water Villa Resort for Southeast Asia Category in 2016
and the BrandLaureate SMEs Signature Awards for the Best Brand in Hospitality for
Hotels and Resorts more recently.
The renowned Lexis Hibiscus Port Dickson, which is nestled along Pasir
Panjang beach and mimics Malaysia's national flower, is the world's largest water
houses complex, with 639 villas. Each of its enormous pool villas is elegantly
designed and has a private plunge pool and steam room for luxury and seclusion - an

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unrivalled achievement by any measure. A variety of intriguing eating alternatives
complement the villas, and Lexis Hibiscus's selection of event rooms is specifically
geared for MICE demands. There is a wide range of recreational activities accessible,
including a spa that offers revitalizing treatments, a kids' club, and a karaoke station.
Last but not least, the Hibiscus Walk, which is located on the beach, offers a
taste of Malaysian food as well as a spa centre that offers therapeutic treatments.

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2.0 HISTORY
Lexis Hotel Group Incorporated in 1995, the President of Lexis Hotel Group is
Mandy Chew Siok Cheng. Lexis Hotel Group provides experienced leisure and
business guests with practical and luxurious accommodation. It also offers
professional management services for hotels and resorts. Lexis Port Dickson is a
charming 272 -room resort designed with a tropical Balinese touch. Each water room
and chalet come with a balcony and a private bathtub. The name and concept of Lexis
comes from a vision to create something that has never been done before and
something that symbolizes Malaysian identity. The whole resort is designed very
similar to the shape of the hibiscus, the national flower of Malaysia. The idea is from
a collaboration between the architect and the resort owner. The design and planning
process takes about two years while the construction process takes one and a half
years to complete.
Lexis Port Dickson’s victory further strengthens its commitment to promoting
tourism in Port Dickson, which continues to generate increased demand for luxury
accommodation from discerning tourists, spanning the business and leisure segments
from within and outside the country. We can review and change our strategy as
needed, and also have the flexibility to adapt to and cope with changing market trends
and different types of guests. Lexis Hotel will focus on expanding publicity. After the
pandemic, employers have ensured that the well -being of staff and customers is
always well taken care of. Lexis hotels also used to provide services that involved
employees with physical problems, and they were placed in appropriate departments
according to their ability.
Now, we have made new service improvements at this resort, namely snacks
preparation service provided in each room, room to room spa service and improved
ease of use of our resort apps that allow customers to order our services such as food
orders, necessities such as pillows, extra blankets, and online room -to -room booking
of spa services. We are making improvements to snacks preparation services such as
sweets, water and crackers because most customers who come to book
accommodation at our resort love snacks especially the children so we will give and
provide fast food to customers so that customers can eat fast food with happy as a
start to enjoy the fun and quiet and enjoyable scenery at our resort.

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We also innovated on spa services at our resort which initially spa services
were done in a special place in this resort but after the outbreak of Covid-19 disease
then we need to make improvements to spa services at this resort to increase demand
for spa services at the resort this then we provide personalized spa services from room
to room. This is to provide comfort and safety to customers staying at this resort who
want our spa services. This is because, after the Covid-19 epidemic that hit the world
then many customers want to keep their safety from being infected with a dangerous
virus that can claim the lives of them and their family members. Therefore, every
customer will emphasize their safety by taking precautions such as keeping their room
environment clean and maintaining social confinement between employees and others
at the resort as well as avoiding skin contact between others such as shaking hands or
massaging. Therefore, we make improvements to the spa services by running the spa
from room to room so that customers do not have to leave the room and then meet
with other people or customers staying at the resort to get our spa services. Customers
can book their spa services through the app we have made improvements to simplify
and simplify the ordering process by customers to us.

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3.0 UNIQUENESS AND THE LOCALITY OF THE PRODUCT
The uniqueness of the product can be defined as “those that are highly
differentiated from other products in their category on the basis of perceivable sensory,
image, functional, emotional or other product characteristics that are positively valued
by the consumer”. After the Covid-19 epidemic hit the world, every customer that
come to our hotel want to keep their distance and safety from other people. The room
service being our hotel priority this time for our customer. So, our hotel decided to
improve our hotel’s service by adding new services such as snacks preparation service,
room to room spa service and improved our own hotel application. It will increase our
hotel service quality to create competitiveness and differentiation for our hotel than
other hotels. This new innovation service and product also can increase our customer
satisfaction because the higher customer satisfaction can lead our hotel towards
customer loyalty.
Customers can get all services provided through our hotel app. In the
application, we have included all the information about each service and we also
provide the steps how to use the app in our hotel’s official website, so customer will
always can refer how to use our hotel application.
The Uniqueness of The Product :
Room to Room Spa Service
Let the relaxation and rejuvenating comes to you with one of our room to room spa
service provided by Lex Spa. Enjoy special massage and facial packages that our spa
provided like custom massage, aroma journey massage, calm mind massage, mother-
to-be harmony massage, facial treatment and revitalizing hot stone massage to your
guest room. We have a team of highly and well-trained therapist and lovely staff that
provide well handed you with ultimate inner beauty and outer bliss. Our staff only the
best and high-quality ingredients, so our customer will get the meaningful spa service
experience from our hotel such as for mother-to-be harmony massage, we use Chinese
geranium-infused oil that promotes feminine energy and has a harmonizing effect but
it’s not recommended during the first trimester of pregnancy. It will help the mother-

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to-be release tension in their lower and upper back and alleviate swelling in the hands
and feet. Besides, we only use best quality river stone for hot stone massage and adds
a body oil that have wonderful aromatic element to the experience with rosemary,
juniper and grapefruit essences to reduce stress and energize the body. We also use
the best and high quality essential oil in our aroma journey massage, customer can
choose three aromatherapy blends infused with essential oil like harmony, lavender or
revitalizing that made from organic ingredients. This aroma massage can restore your
health and reawaken your sense.
The price for our room to room spa service is very affordable, even we only
use high quality ingredients in our room spa service, we will try to offer the best price
than other hotel spa service to our customer to make them happy and satisfied with
our service. Our room spa service always will try to offer some special discount in our
spa package to the customer at any special day like school holiday, but we always
open some weekend discount like deducting 10 percent or 5 percent discount. So,
customer who come to our hotel in the weekend can get this special discount.
Snacks Preparation Room Service
This is new type of room service at our hotel. Snacks preparation room service is
service that provide various types of snacks like chips, beverages, biscuits, sweets and
many more to customer who comes to our hotel because we know everyone always
love fast food especially children. Customer can order the snacks and beverages when
they want booking the hotel room, our staff will prepare all snacks that you ordered
before you check-in your hotel room, so customer doesn’t need to waiting for the
snacks and beverages. Besides, they no longer need to buy or bring snacks and
beverages from outside anymore, so customers who comes to our hotel will not bring
a lot of stuff while on vacation. Next, our staff ensure all your orders are complete and
arrange all the snacks and beverages in your hotel room perfectly. To make sure this
snacks room service can run smoothly, our hotel management decide to added a mini
fridge in each of our hotel room for convenience of our customer to store their
beverages. For the price, we will try to offer very affordable price for all the items, we
also try to make special combo promotion for all items such as buy one free one or
combo beverages with biscuit can get five percent discount.

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Hotel Application
Hotel application is using for carry out all service matter in our hotel like food order,
extra necessities room service, for booking in room spa service and many more. This
is app will improve our hotel service to give customer best hotel service ever and
attract new customer come to our hotel. This application also can enhance our
customer experience and improve work’s quality of our hotel staff. This application
enables all our hotel services run smoothly. we also can know how the expectations of
our customers are reaching all the time because customers can give some feedback
and rates our hotel services.
By using this application, customer can know all the information about our
hotel and what service that we provided for them. In this app, customer can see all the
special offer and discount from our hotel service. There also e-voucher or coupon that
customer can use to get more offer, but the e-voucher or coupon can only be
purchased within a special day and special persons. For example, customer can get the
e-voucher if they come to our hotel during school holiday and public holiday or when
that customer having birthday in that month, they can get e-voucher to get special
offer as a present from hotel management. This application can be accessed for 24
hours, so customer can use this app at any time they wanted. Lastly, we will always
update about the sales that we provide and if there any change of information and
situation about our hotel.
The Locality of The Product :
Partner with Local Food Supplier
Our hotel more prefer to cooperate with local food supplier because it’s more flexible.
The local food supplier is typically more reactive than suppliers who are further away.
They can deliver the product quickly if our hotel having shortage of food stock
problem. Other than that, being partner with local food supply it can reduce our hotel
supply chain cost like transportation and delivery cost. We get food supply chain from
local supplier because we can get the snack and food material stocks at affordable
price than other external suppliers. So, our hotel can market and sell the snacks and
foods at cheaper price to our hotel customer. Besides, our hotel also tried to use local

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food ingredients like meat product, dairy product and coffee product that can offering
more local dishes to the customer especially customer from overseas. Moreover, using
local food product we can guarantee the food cleanliness and customer loyalty
because we know that some customers more prefer local food products. This is can
increase our customer satisfaction and experience of our hotel services.
Collaborate with Local Small Business
Our hotel management choose to cooperate with local small business to help them
expand their business market. Among the local product that we get from them are
traditional Malaysian snacks for us to sell to our hotel customer such as “rempeyek”,
“kerepek ubi”. “kerepek pisang” and many more. So, our hotel customer can order
traditional snacks in our hotel application and then our staff will deliver to their room
or they also can buy it at our lobby’s hotel because we invite them to come to sell
their products. Other than that, we also had collaborated with local “batik” business
because we want to introduce “batik” to other community from other countries.
Customer can get this “batik” products at our lobby’s hotel too because we
provide them place that they can sell their product. Some customer from overseas
looking for unique experience and find new things, so the collaboration with small
local business can give them best experience when they come to our hotel because
they can try and bought our traditional products. The customers can get more
information about this local product from our hotel application and website because
our staff always update about all the information and sale that we will provided.

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4.0 DEVELOPMENT AND THE TRAILS OF THE PRODUCT
Hotel Grand Lexis has provided several services to its customers. Among
them is providing a spa for customers who are in the hotel. Visitors to this hotel will
not be complete without a refreshing visit to LexSpa. This tranquil oasis offers a
pampering menu of refreshing massages and beauty treatments to help cleanse,
detoxify and heal the body and mind from the hectic pace of modern life. A team of
trained therapists and attentive staff are always on hand to provide the best indoor and
outdoor happiness in any stylish private room.
LexSpa has provided several packages for visitors such as healing massage
therapies, detoxification body wraps and purifying body scrub. Each of these
packages has various prices and attractive services to choose from. Each service also
has different advantages and ways. In addition, the time is also different for each
service and some also have the same time between each other. Furthermore, on public
holidays, LexSpa has also offered attractive promotions such as making a price
reduction of several percent. This is because at that time, the visitors who booked the
hotel were very many.
At the same time, there is a promotion which packages the room once with the
spa. This makes visitors feel interested in ordering it. In addition, Hotel Grand Lexis
has also made a package to Public Bank Cardholders Privileges of 15% off any spa
treatment at Lexis’s Exclusive Onsite Spa. For those who have AEON Cardholders
Privileges can also get 10% off to enjoy the spa.
Despite so many offers that have been offered, but there are some visitors who
feel less comfortable because covid-19 is still available and still spread. So, we have
created the latest service where all visitors can use this spa service. With this service
as well, visitors do not have to bother to be in a crowded area and can avoid the
spread of covid-19.
Now, we have made new service improvements at this resort and hotel with
the availability of fast food preparation services provided in every room, spa services
from room to room and the improved ease of use of our resort application. This allows
customers to order the services offered by the hotel.
Among the innovations made by the hotel is about spa services. In our resort
which was originally a spa service initially done in a special place has been innovated