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Ojasvita Parate| Partha P Chowdhury | Roshni Pattanaik | Apurba Roy Chowdhury | Nisarg Patel | Parth Limbachiya
PARK HOTEL
Provides guests a boutique experience
Style and sophistication with Indian flair (local sense of place)
Innovative design elements, friendly approach to employee-guest interaction
2020)
SWOT ANALYSIS
Strength
Weakness
Opportunities
Threats
Private consumption and investment was expected to pick up by 2012 (Rapid urbanization)
Rupee appreciation expected
Tourist industry rebounding
Competition Taj, Oberoi and others, global companies setting to make a move
Growth of the hotel industry (factors: financial crisis and economic slowdown)
Negative perception about the hotel and shrinking differentiation
Supply increasing faster than demand RevPar hit
External factors - Tax laws, states expenditure on tourism, etc
Location selection
Competition dynamics
Presence of competitors at
the locations
Have an estimation of the
unmet demand in the region
of interest
Macroeconomic
factors
Financial
considerations
Upscale domestic executive from the frequent business travellers who enjoyed luxury, fine food & drink and
entertainment-potential for long term
The foreign traveller equally upscale traveling for business or leisure, comparatively younger seeking social
Encounters and local color
UNIQUENESS OF PARK
Match with Brand Perception:
It was difficult to cater to all the TGs through a single brand positioning
The concept of boutique hotels as differentiator was fast losing its sheen and it
was a challenge to standardize a positioning as well as maintain the uniqueness
of each location
Of the 3 new repositioning ideas Culture Curator would appeal more to the first
TG whereas Social Catalyst would appeal more to the executives
Social Catalyst
Anti Ordinary
Purpose
Design Principles
Brand Identity
"face" of a company
They are graphical displays of a company's unique identity, and through colors and fonts and images
they provide essential information about a company that allows customers to identify with the
company's core brand.
Logos are also a shorthand way of referring to the company in advertising and marketing materials
Logos are the chief visual component of a company's overall brand identity.
The logo appears on stationery, websites, business cards and advertising.
Paul wanted the logo to portray the special qualities of The Park, to remind customers of The Parks pioneering boutique
approach to the Indian hospitality market, and to emphasize that there was only brand with the history of The Park and
the commitment to providing extraordinary hotel experiences for its guests
Logo 1
Logo 2
Logo 3
Comprehensible
Impactful
Meaningful
Unique
Flexible
Recommendation : Logo 4
In homage to The Park being the place to be and be seen, the visual focus is on THE.
The revitalized design also emphasizes The Park's position as the original Park hotel in India.
Will add the element of consistency across the boutique hotels
Logo 4
PARKS COMPETITORS
Hotel Group
Brand positioning
Oberoi
Service, luxury and Quiet efficiency. Highly personalised service, care for customers
Taj
Authentic Experience, from landmarks, beach resorts to Rajput palaces. Traditional hospitality in a
refreshing new way
Starwood
- ITC Luxury
- The Meridien
-W
Authentic and enriching experience which capture experience of luxury as well as the place
Is about the art and the creative mind, audience who wants to learn something new
Cutting edge lifestyle set for exclusive and extraordinary experience, Destination inspired
Mariott
- JW Mariott
- Renessaince
Hyatt
- Hyatt Regency
- Park Hyatt
- Grand Hyatt
Intercontinental
- Crowne plaza
VS
W Hotels
Bold
Fun
Flirty
Vivacious
brand
The inconsistency also comes from the very nature of boutique hotel model which entails a local
OUR OPINION
The heritage of The park group of hotels cannot be thrown away by opting for a one size fits all approach as it has
survived the test of time for half a century
Local flavour and its amalgamation with the atmosphere is everything that The Park had always promised and it
shouldnt shy away fro doing that
However it is important to bring in strict levels of consistency with regards to customer satisfaction of quality,
service and that unique experience which is unmatched by the Oberois, Hyatts and Tajs
The flamboyance of colours and exciting designs, ideas and themes can set apart the Park hotels
The group has the coolest restaurants and night clubs but customers there do no convert into an over night stay
The group should leverage on the chic ness, glamour and excitement of the nightclubs to draw customers to the
hotels
From exhibit 9
Pros
Presence of Branded hotels is less (2/10)
Tourist arrivals is good (14/20)
Tourist expenditure is higher (10/20) Higher than West Bengal Parks one of the prime
locations
Relative High effectiveness of Marketing campaigns
Relatively Higher GDP per capita
Road and infrastructure is good
Cons
High tax on luxury hotels
Low Aircraft movement
From exhibit 9
Pros
Presence of Branded hotels is less (4/10)
Tourist arrivals is good (12/20)
Tourist expenditure is higher (15/20) Higher than West Bengal and Gujarat)
Relative High effectiveness of Marketing campaigns
Relatively Higher GDP per capita
High intangible aspects beauty of Uttrakhand can be highlighted through the uniqueness of
PARK
Cons
High tax on luxury hotels
Low Aircraft movement
Thank You