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CLAIRE SMITH
ABDULLAH BINASHIKHBUBKR
QIYUN XU
JOHN PERONI
Positioning Statement
Positioning Statement
To the young, urban socialite, that lives with passion and style the Park hotel is the exclusive hotel that has a larger than life, electric social scene. That's because it has vibrant nightclubs, fashion shows and special events you can't find anywhere else.
The Social Catalyst
Past, present, future
“We are social creatures and we like to surround ourselves with people, things and experiences that refresh our everyday existence."
The Social Catalyst
Appeals to target
Hard to replicate
Also appealing to people who would be drawn in by the anti-ordinary and culture curator options
Past, present & future
Past: Connects to the bar and restaurant scene the hotel was known for
Present: Focus on social is a point of differentiation
Future: Destination within itself, will attract people
Brand Portfolio Strategy
The boutique model no longer provides the differentiation
lack of central brand focus and inconsistency in the customer experience
Brand Portfolio Strategy
it should offers the same amenities and same bones (brand elements and experience)
Each hotel has its own unique feel to encourage trying all the different locations and support India heritage
It should provide the same brand extensions (casino, bar, night club) and each location has its own twist
Brand Portfolio Strategy
Part 2
Decentralized nature of The Park Hotels creates low brand awareness, unfocused brand identity
Consistency is key to a star brand, but we don’t want sacrifice the individuality of each location
Leverage emotional connection with the consistency between each location. If customers feel good about one, they ’ll feel good about the others
Brand Extension Strategy
Brand Extension Strategy
1. Restaurant, Night club, etc. sub-brands should keep their own logo as the centerpiece with parent company's logo on the side.
2. Small objects or products are marked with the parent company's logo.
3.Collaborate with well-known brands increasing fashionable products and hold exhibitions based on the products.
Brand Extension Strategy
Part 2
Improves brand relevance & brand consistency
Make good use of the reputation of restaurants and nightclubs to improve the hotel's ratings and reviews.
In line with our chosen positioning
--Social Catalyst
Chosen for
THE LOGO
Service Plans
Service Plans
- Fun @ Work - Our staff is here to provide you with a unique social experience unlike any other. We encourage the staff to engage with our guests and have fun while doing so.
- Cooking Bartenders - Featuring world class mixologists that add a theatrical element to every handcrafted cocktail that they create
- Music Rooms - Special rooms Featuring premium Hi-Fi audio equipment so that our guests can listen to their own music in their suites. We also feature rooms with state of the art audio recording equipment so that our Musically talented guests can record themselves.
- Red Carpet - India’s most exclusive hotel is rolling out the red carpet, a must have for any high class event.
- Night Drops in Ferrari's/Rolls Royce and Mercedes) - Arrive in style, featuring complimentary shuttle service to and from local surrounding nightlife, restaurants, and shopping
- Sundown Dance Festival - Featuring performances from world renowned dance teams and our very own in house dance show from Paris
Conclusion
CONCLUSION
- Identifying the Park's social roots as being their greatest asset
- Understanding that art, fashion, and music are very much socially oriented
- Creating a mecca for social gathering and artistic expression.
Sources
Avery, Jill, and Chekitan S Dev. “The Park Hotels: Revitalizing an Iconic Indian Brand.” 31 July 2017.
Dev, C. S., & Keller, K. L. (2001). Brand revitalization. Cornell Hospitality Quarterly, 55(4). 333-341. doi:10.1177/
1938965514525681
Sources
Rogoll, C. (2015). Star brands: a brand managers guide to build, manage & market brands. New York: Allworth Press.