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The Koch Hotel Group

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by

Solo Talent

on 26 August 2016

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Transcript of The Koch Hotel Group

Koch Hotel Group
at
H
OME
working
Münster
Dortmund
Essen
Düsseldorf
Cologne
Frankfurt am Main
Our Tasks:
incorporate the properties in Estepona and Ibiza into the existing brand
develop an overall communication and advertising strategy
Our Solutions:
re-brand the Koch Hotel Group
define new target market
create corresponding marketing strategy
propose financial and time schedule
Who?
3 star hotel group
2 properties in Spain
6 properties in Germany
What they offer:
simple bed and breakfast
basic amenities for business travelers
Target Market - Spain:
living
connect
.
perform
.
relax
.
celebrate
.
explore
.
relax
.
Target Market - Germany:
Online Marketing:
Web Development
Internet Marketing
custom design
mobile sites
content writing
email campaigns
search results
online ads
social media
analytics
Marketing Communication:
cooperation
local companies, hotel schools, loyalty program, FairFairs, fair participation
newspaper advertisements
FAZ, Zeit Campus, DB Mobil
radio advertisements
Cadena Ser, Gold, 1live
print media
brochures, posters, flyer, business cards
merchandise
pens, notebooks, pillows
Re-opening Party
Costs:
first month
second month
third month
fourth month
rebranding
developing the new online marketing campaign

weekly advertisement in business/traveler magazines
going public with print media and merchandise
re-entering the market under the new brand
production Youtube clip


weekly advertisement in business/traveler magazines
new cooperation with Fairfairs
begin of radio advertisement
weekly advertisement in business/traveler magazines
re-opening party in Germany and Spain
new cooperation with hotel schools and local companies
attending the first fair (ITB)
final evaluation
1. month
2. month
3. month
4. month
Competitive Analysis - Spain:
define and know the industry:
leisure, party tourism


know the customers:
leisure and party tourists,
city travelers

who needs our product or service:
tourists who seek for cheap accommodation and who like to go out at night

who are our competitors:
H10 Hotels, Hotel Garbi Ibiza


what are the key success factors:
bar outlets, pools, proximity to beach,
breakfast, leisure activities

what makes us special:
living room atmosphere with lots of
entertainment, cheaper than direct
competition
Competitive Analysis - Germany:
who are our competitors:
IBIS, NH Hotels, Marriott, Lindner Congress


what are the key success factors:
conference facilities, early breakfast,
fast check-in + check-out, desk in room

what makes us special :
relaxed atmosphere, attractive for young
business people (living room with lots of
entertainment)

define and know the industry:
fair, business tourism


know the customers:
young business travelers and
fair visitors

who needs our product or service:
fair visitors who seek for cheap
accommodation close to fairs
Timeline:
at
H
OME

Koch Hotel Group
3
,
,
,
Future:
improve the image
better market position
establish the in Spain
increase revenue
working
connect
.
perform
.
relax
.
at
H
OME
make people feel
at
OME
H
Promotion Video
Full transcript