hvs mc profile presentation - march '15 low
TRANSCRIPT
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Strategic Invention of Creative Solutions
The hospitality focused, one stop shop for strategic marketing and creative implementation.
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HVS provides a full range of services relating to the
hotel industry:
• Consulting & Valuation Services:
o Feasibility Studies
o Strategic Advice
o Operational Reviews
o Operator Selection and Management Contract Negotiation
o Market Studies
• Executive Search
• Marketing Communications
• Sustainability Services
• Professional Skills Development
Our Services
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HVS Marketing Communications offers conceptualisation and implementation of:
• Strategic Launch/Promotional Marketing and Media Plans
• Brand Architecture, Identities and Manuals
• Advertising and Creative Development Support
• Proactive and Seamless Implementation
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Mansi Bhatnagar, Managing DirectorMansi is a Les Roches, SHA alumni and joined HVS in 2007 as an associateDirector. to launch the Marketing and Communications services. Mansihas over 20 years of international and domestic hospitality operationswhich involves F&B Operations, hotel-openings, sales, marketing, creativeand communications experience. Through her career, she has worked indifferent roles with The Oberoi New Delhi, Radisson New Delhi,InterContinental in Delhi and W in San Francisco.
Gaurav Sharma, Associate Director - CreativeGaurav Sharma has been contributing to his design capacities for the last 6 yrs.Prior to joining HVS MC, Gaurav was a creative freelancer with major eventmanagement and planning agencies like GroupM, Wizcraft, CS Direct. With 8 yrsof experience, Gaurav is also skilled in 2D & 3D creative design and flashanimation.
Yoshita Kumar, Senior Associate
Yoshita joined HVS India post her graduation from VenkateswaraCollege, Delhi University. During her 6 month internship, Yoshitadisplay great foresight and understanding of Marketing and washighly creative in her approach. The newest member of HVS MC,Yoshita, is a great resource.
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Manish Rawat is a Creative Associate at HVS MC and has beencontributing to its design capacities for the last 4 yr. Manish started hiscareer as a freelancer and soon joined Premier Printers as a designer.Prior to joining HVS MC, Manish was with IBH Prints. With 8 yrs ofcreative experience in the Hospitality industry, he also is well versedwith 3D Designing.
Manish Rawat, Sr. Associate - Creative
Shruti Gattani, Senior Associate
Shruti Gattani holds Bachelor’s degree in Fashion Communication andhas a Diploma In Business Management brings about 4 years ofexperience in content (Print and Online), Layout Designing, EditorialShoots, Photo Researching an d brand conceptualization. Havingworked at a number of online portals , she presents a flair for onlinecommunications to our client.
Prachi Tandon, Senior AssociatePrachi was key in building the Marketing Communications strategy for theirflagship property- The Oberoi, Gurgaon. Conscious of continuous self renewal,Prachi has attended seminars and workshops held by leading global andnational institutes namely; a seminar on Marketing, Brand Management &Strategic Sales by Cornell School of Hotel Management and a Social MediaMarketing Workshop organized by Digital Vaidya. She has a Masters in BusinessAdministration in Marketing from Indian Institute of Management Technologyand Bachelors in Business Administration from the International ManagementInstitute.
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Bhuwan Chandra, Creative Analyst
Bhuwan Chandra has 7 years of experience with hospitalitycollaterals having worked with creative agencies like PremierPrinters and Boomerang Graphics as a graphic designer.
Amit Bhulani, Creative Analyst
Pursuing creative designing from Arena Multimedia, Amit is anenthusiastic and youngest member of the team. With great senseof designing and ability to learn faster, he assists the team in theroutine jobs.
Kassandra Pinto, AssociateWith a bachelor’s degree in tourism studies from IGNOU and a postgraduate diploma in hospitality management from the Oberoi Centreof Learning & Development, Kassandra has 8 years of work experiencewith the Oberoi Group. Her last posting was at Trident, Bandra KurlaMumbai where she handled banquet operations.
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Core Strengths
1.Strategic Launch Marketing Communication
2.Strategic and Proactive Promotional Marketing Support
3.Conceptualisation of Brand Identities and Brand World
Rebranding and Repositioning of
Brands
Pri
nt
Ad
ve
rtis
ing In Flight
Magazines
City Guides
Business National Magazines
Leisure/ Lifestyle Magazines O
nli
ne
Ad
ve
rtis
ing TPI websites
Social media sites
New websites
Google Adwords
PPC Marketing
Remarketing
Banner Advertising
SEM initiatives
Dir
ect
Ma
rke
tin
g Electronic Mailers
SMS campaigns
Electronic Newsletters
Str
ate
gic
All
ian
ces Marketing
associations with like positioned non competing brands like Big Bazaar, Pantaloon, Sponsor Associations with National TV Channels
Ou
t O
f H
om
e Radio Campaigns
Billboards
Airport Visibility
Cinema Branding
Launch Events
S&
M S
up
po
rt Presence in trade fairs
Flash Mobs
City Branding
S&M Collateral
Case to Case Property Specific Support
The Media Marketing Tools of HVS MC
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HVS Market Analysis
• What are your Differentiated Touch Points?
• Who are your competitors, target customers, target markets?
• What are the strategic derived marketing talk lines/ concepts that need to be leveraged?
• What are the niche marketing opportunities available in the existing marketing that can be leveraged to your benefit?
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Core Strengths
1.Strategic Launch Marketing Communication and Media Plan
2.Strategic and Proactive Promotional Marketing Support
3.Conceptualisation of Brand Identities and Brand World
Rebranding and Repositioning of
Brands
1. Analysis and study of hotel’s potential positioning in the market reference to that of its competitive set
2. To identify various brand, F&B, MICE, Socials and Room based marketing initiatives that the Brand will need to undertake to drive its positioning and grab the eyeballs of its target market.
3. Analysis of previous marketing initiatives undertaken by the comp. set and their respective creative communications
4. Creation of launch USP based key talk lines and positioning statements for each of the target markets
5. Review of existing graphic brand standards and if required an adaptation of the same to ensure that the visual look of the hotel is in line with its new positioning
6. Creation of launch communications to ensure the same are in line, consistently, with the hotels’ positioning
7. To work with the marketing funds available and create a launch marketing and media plan that best optimizes funds and maximizes penetration to the target market for each of the proposed initiatives
8. The media plan will use print, online, DM, outdoor and onsite marketing mediums to ensure high visibility of each initiative
9. Once approved, to implement the plan proactively by disseminating ensuring that the marketing initiatives proactively and strategically implemented
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Assets: • Holiday Inn Amritsar• Holiday Inn New Delhi International Airport• Holiday Inn Muscat Al Seeb• Holiday Inn Mayur Vihar Noida
Scope of Work: • Operational Collateral• All Pre- Opening & Opening S&M Collaterals• Launch Positioning of the Hotel and Creation of Core Launch Concepts• Launch Marketing Plan Conceptualization and Implementation• Promotional Marketing Creatives and Strategic Support• Brand Transition
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Strategic Launch Marketing Communication and Series of CreativesB
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Strategic Launch Marketing Communication and Series of CreativesB
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Assets: • Crowne Plaza New Delhi Rohini• Crowne Plaza Ahmedabad• Crowne Plaza Greater Noida• Crowne Plaza Mayur Vihar Noida
Scope of Work: • Operational Collateral• All Pre- Opening & Opening S&M Collaterals• Launch Positioning of the Hotel and Creation of Core Launch Concepts• Launch Marketing Plan Conceptualization and Implementation• Promotional Marketing Creatives and Strategic Support• Brand Transition
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Strategic Launch Marketing Communication and Series of CreativesB
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Assets: • Radisson Blu New Delhi Paschim Vihar• Radisson Blu New Delhi Dwarka• Radisson Blu Amritsar• Radisson Blu Guwahati
Scope of Work: • Operational Collateral• All Pre- Opening & Opening S&M Collaterals• Positioning of the Hotel and Creation of Core Launch Concepts• Launch Marketing Plan Conceptualization and Implementation• Promotional Marketing Creative and Strategic Support
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Strategic Launch Marketing Communication and Series of CreativesB
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Strategic Launch Marketing Communication and Series of CreativesB
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Assets: • Novotel Mumbai Juhu Beach• Novotel Pune
Scope of Work: • Operational Collateral• All Pre- Opening & Opening S&M Collaterals• Positioning of the Hotel and Creation of Core Launch Concepts• Launch Marketing Plan Conceptualization and Implementation• Promotional Marketing Creative and Strategic Support
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Strategic Launch Marketing Communication and Series of CreativesB
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Assets: • Premier Inn Whitefield Bengaluru• Premier Inn Shalimar Bagh• Premier Inn Pune Kharadi• Premier Inn Mumbai ( opening soon)• Premier Inn Goa ( opening soon)
Scope of Work: • Corporate Marketing• Internal Communications• Operational Collateral• All Pre- Opening & Opening Collaterals• Positioning and Creation of Core Launch Concepts• Launch Marketing Plan Conceptualization and Implementation• Promotional Marketing Creative and Strategic Support
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Asset: • Oakwood Residence Kapil Hyderabad
Scope of Work: • Operational Collateral• All Pre- Opening & Opening S&M Collaterals• Positioning of the Hotel and Creation of Core Launch Concepts• Launch Marketing Plan Conceptualization and Implementation
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Strategic Launch Marketing Communication and Series of CreativesB
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Assets: • Ibis Delhi Airport• Ibis Jaipur• Ibis Navi Mumbai• Ibis Nasik• Ibis Bangalore Techpark• Ibis Hosur• Ibis Mumbai Airport
Scope of Work: • Operational Collateral• All Pre- Opening & Opening S&M Collaterals• Positioning of the Hotel and Creation of Core Launch Concepts• Launch Marketing Plan Conceptualization and Implementation• Promotional Marketing Creative and Strategic Support• Brand Transition
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Strategic Launch Marketing Communication and Series of CreativesB
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Strategic Launch Marketing Communication and Series of CreativesB
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Assets • Ramada Alleppey
Scope of Work: • Operational Collateral• All Pre- Opening & Opening S&M Collaterals• Positioning of the Hotel and Creation of Core Launch Concepts• Launch Marketing Plan Conceptualization and Implementation• Promotional Marketing Creative and Strategic Support
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Strategic Launch Marketing Communication and Series of CreativesB
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Assets • The Gateway OMR, Chennai
Scope of Work: • Operational Collateral• All Pre- Opening & Opening S&M Collaterals• Positioning of the Hotel and Creation of Core Launch Concepts• Launch Marketing Plan Conceptualization and Implementation
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Assets • Sheraton Bangalore
Scope of Work: • Brand Standard Audit of Existing ITC Sheraton Hotels• Positioning of the Brand in India and Recommendation of Branding
Sheraton in India• Launch Marketing Plan Conceptualization and Implementation
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Assets:
• Peppermint Gurgaon
• Peppermint Jaipur
• Peppermint Jodhpur
• Peppermint West Gurgaon
• Madhuban by Peppermint
Scope of Work:
• Operational Collateral
• Strategic Launch Marketing, Talk Lines & Creatives
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Conceptualisation & Proactive Implementation of Marketing Media Plans (Launch)
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Core Strengths
1.Strategic Launch Marketing Communication
2.Strategic and Proactive Promotional Marketing Support
3.Conceptualisation of Brand Identities and Brand World
Rebranding and Repositioning of
Brands
1. To work with the hotel team and create a promotional marketing plan that caters to the hotels need areas and addresses the niche opportunities available in the market.
2. Once approved, HVS MC proactively implements the marketing plan to ensure all creative required are ready a minimum of 45 days prior to the promotion.
1. To create creatives for each of the marketing initiatives ensuring focus on visuals that create/ increase visibility, driving footfalls and revenues
2. To ensure each creative promotes the hotel and in the most optimum manner
3. To build in ROI measures in each creative to ensure participating properties can benefit from the same.
4. To ensure each creative communicates the USP’s of the brand and are brand compliant
5. Review of current communications to ensure the same are in line, consistently, with the hotel talk lines.
6. The approved brand templates, verbiology, images, formats are approved, HVS MC will start using the same to deliver the promotional requirements of existing hotels
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PromotionFocus- High (H),
Medium (M), Ongoing (O
Department TimelinesDuration (days)
DetailsRevenue Expected
Marketing Spend
Marketing Media Target Clientelle Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12
Valentines Day M14th
February1 1 day event, lunch only 4247 0 EDM;PS
Local & Corp
ICC World Cup M19th Feb-2nd April
72two slots- 9:30 am and
3:00pm- focus on weekends
54000 #REF! DM;EDM;NI;TC;PS;CRMLocal & Corp
IPL H April- May
201143 Evening matches only #REF!
RM,DM, EDM, TC,NI,PS,ST,CRM,GA,SA Local & Corp
Seafood Nights M12th Feb-28th Feb
16 Dinner Buffet #REF!DM;EDM;ST;NI;TC;PS;CRM
;SA Local & Corp
Sunday Brunch H OngoingFamily Brunch with unlimited alcohol
81000 #REF!RM,DM, EDM,
TC,NI,PS,ST,CRM,GA;SA Local & Corp
Catering 0 Ongoing Promotional Marketing #REF! DM,EDM,TC,CRM,PS,ST Corp
Happy Hours O Ongoing 150 Discount UPTO 50% #REF! DM,EDM,TC,CRM,PS,STCorp
Asian Fare MMarch
Weekends12 Dinner Buffet 3150 16000
DM;EDM;ST:NI;TC;PS;CRM;SA Local & Corp
Punjabi Food Festival H April 30 Dinner Buffet 15750 #REF!DM, EDM,
TC,NI,PS,ST,CRM,GA;SA Local & Corp
Beer Bucket O May & June 60 Special Menu #REF! DM,NI,EDM,TC,PS,CRMLocal & Corp
Mango Mania O May & June 6012noon - midnight- spl.
Menu7500 DM,NI,EDM,TC,PS,CRM,
Local & Corp
Mediterranean Fest M16th June-30th June
14 Dinner Buffet 16000DM;EDM;ST;NI;TC;PS;CRM
;SA Local & Corp
Hot Dog Bar OJuly- Wed &
Thursday6 Lunch / Dinner ?? 7500 DM,NI,EDM,TC,PS,CRM,
Local & Corp
Steamers & Mocktails
M August 31 Special Menu 5324 16000DM;EDM;ST;NI;TC;PS;CRM
;SA Local & Corp
States of India H1st August-31th August
31Themed Dinner and
buffet23250 123500
RM,DM, EDM, TC,NI,PS,ST,CRM,GA;SA
Local & Corp
Food & Wine Pairing O September 30 Special Menu 7500 DM,NI,EDM,TC,PS,CRM,Local & Corp
South Indian Food H September 15 Dinner Buffet 3937 23500DM, EDM,
TC,NI,PS,ST,CRM,GA;SA Local & Corp
Grand Prix M October 30 16000DM;EDM;ST;NI;TC;PS;CRM
;SA Local & Corp
Navratra O October 30Thali Dinner and Lunch
Concept7500 DM,NI,EDM,TC,PS,CRM,
Local
Biryani & Kebabs H1st Nov.-30th Nov.
14 Special menu 22500 #REF!DM, EDM,
TC,NI,PS,ST,CRM,GA;SA Local & Corp
Malts & More O November 30Single Malts- ladies
Night7500 DM,NI,EDM,TC,PS,CRM,
Local & Corp
Mexican Promotion H December 31Unlimited special menu
offer23500
DM;EDM;ST:NI;TC;PS;CRMLocal & Corp
Christmas H22nd Dec-28th Dec
6combined festive offer 20000 123500
RM,DM, EDM, TC,NI,PS,ST,CRM,GA
Local & Corp
New Years H31st Dec-
1st Jan2
Local & CorpTOTAL 433158 #REF!
Conceptualisation & Proactive Implementation of Promotional Marketing Plan
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Core Strengths
1.Strategic Launch Marketing Communication
2.Strategic and Proactive Promotional Marketing Support
3.Conceptualisation of Brand Identities and Brand World
Rebranding and Repositioning of
Brands
1. To conceptualise and create brand identities and brand worlds that best represents the brand and cater to existing niche opportunities in the respective market.
2. To strengthen the brand recall of the brand with the look and feel of the brand communications thereafter
3. The ensure that the brand identity and brand world are followed and maintained consistently throughout all communications
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Bra
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F&B
Bra
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s Strategic Brand Communication Created for F&B Brands
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Bra
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F&B
Bra
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s Strategic Brand Communication Created for F&B Brands
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Bra
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F&B
Bra
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s Strategic Brand Communication Created for F&B Brands
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Bra
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F&B
Bra
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Creation of Identities and Required Collaterals
• We understand your thought process, development plans and mindset by sharing with you an introspection survey that enables us to understand the vision, mission and goal
• We recommend brand architecture to support the results of this introspection survey
• We create visual identities for your corporate company, its brand extensions and its food and beverage offerings
• We conceptualize and document the required nomenclature to ensure consistently in use of the various identities we create
• We document the entire exercise in a brand manual that will enable consistent use and create brand recall.
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Logo
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B B
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ds Strategic Logo Identities Created for F&B Brands
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Core Strengths
1.Strategic Launch Marketing Communication
2.Strategic and Proactive Promotional Marketing Support
3.Conceptualisation of Brand Identities and Brand World
Rebranding and Repositioning of
Brands
1. HVS MC submits an introspection survey to be filled by the client that covers questions to help enable HVS under the desired and perceived positioning of the brand the client has in mind.
2. To conceptualise and create a new brand positioning post strategic analysis of the market
3. To ensure that the brand recall it has managed to create so far is taken into consideration while doing the same and that thenew positioning only strengthens it further
4. The ensure that the brand identity and brand world are followed and maintained consistently throughout all communications
5. To conceptualize & implement the Brand Re-Positioning Marketing & Media Plan
6. To conceptualize the re-positioning creatives for the Brand and Brand Templates
7. Proactive Brand Re-Positioning Implementation Support of the Marketing & Media Plan
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Why Choose HVS MC to Re-Position Your Brand
Brand Introspection
Research Based Analysis of the Market, Target Customer and Competition
Strategic Conceptualisation of Effective & Impactful Brand Positioning & Talk Lines
Conceptualisation of Brand Creative Templates and S&M Brand Marketing
Templates
On-going Implementation of Promotional Marketing Initiatives with a Focus on Brand
Consistency
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Brand Re-Positioning Marketing Assignment Methodology
1. Strategic Re-Positioning and Analysis & Strategy
HVS MC will study the market, competitive set and the hotel to create
new strategic positioning talk lines/ positioning
statements for the brand that establishes the brand as a differentiated brand
in the its market and competitive set.
HVS will ensure that all -S&M collaterals,
epitomize the positioning of the product and are in sync with the required
positioning of the brand
2. Conceptualization & Implementation of a Brand Re-Positioning Marketing &
Media Plan
To identify various brand, F&B, MICE,
Socials and Room based marketing initiatives
that the Brand will need to undertake to drive its positioning and grab the
eyeballs of its target market.
To work with the marketing funds
available and create a re-positioning
marketing and media plan that best optimizes
funds and maximizes penetration to the target
market for each of the proposed initiatives
The media plan will use print, online, DM,
outdoor and onsite marketing mediums to ensure high visibility of
each initiative
Once approved, to implement the plan
proactively by disseminating ensuring
that the marketing initiatives proactively
and strategically implemented
3. Conceptualization of Re-Positioning Creatives for the Brand and Brand Templates
To create creative templates for the
Brands that ensure focus on the new
brand positioning, increase recall, drive
footfalls and provide a consistent means of communications for
the brand
To ensure each creative promotes the hotel and in the most
optimum manner
To build in ROI measures in each creative to ensure
participating properties can benefit
from the same.
To ensure each creative
communicates the USP’s of the brand and
are brand compliant
4. Proactive Brand Re-Positioning Implementation
Support
Proactive and seamless
dissemination of the all the re- positioning marketing initiatives
with required creatives mandated
on the re-positioning marketing media plan
Consistent monitoring of all re-positioning
marketing initiatives to ensure that the
same maximize the positioning of the hotel and ensure maximization of marketing spend
To review all S&M initiatives consistently
to ensure that these tools are consistent
with the positioning of the hotel
Work with corporate team to ensure
consistent, systematic and proactive
dissemination of the identified marketing
initiatives
Ongoing Strategic & Creative Promotional Marketing
Support for Individual Hotel Requirements
Whilst HVS MC works on the re-positioning of the Brand, HVS MC
will support the promotional/ tactical
marketing requirements of the
Brands’ existing hotels
As and when certain brand templates,
verbiology, images, formats are approved,
HVS MC will start using the same to
deliver the promotional
requirements of existing hotels
Gradually over time, the individual hotels marketing initiatives
will migrate to the new brand look and
feel
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Asset:
• The Grand New Delhi
Scope of Work: • Repositioning and Creating Recall Anew• Corporate Communications & Advertising
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Series of Repositioning CreativesB
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Asset:
• The Suryaa New Delhi
Scope of Work: • Repositioning and Creating Recall Anew• Corporate Communications & Advertising
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Series of Repositioning CreativesB
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Asset: • Crowne Plaza Mayur Vihar Noida
Scope of Work: • Launch Marketing Media Plans• Pre- Launch & Launch Creatives• Brand Transition
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Series of Repositioning CreativesB
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Asset:
• 7 F&B outlet brands of Fortune Hotels - India
Scope of Work: • Repositioning and Creating Recall Anew• Creative Templates
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Brand Communication
Tactical CommunicationBrand Communication
Tactical Communication
Brand Adverts and their Tactical Template Samples
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Corporate Clients
F&B Promotional Marketing
Corporate Communications & Advertising
Concept Design & Artwork
Alliance Marketing
Sales & Marketing Collaterals
Food & Beverage Marketing
Brochures/ Mailers
Outdoor Advertising
In- House/ Hotel Operational Collateral
Direct Marketing/ Mailers
CRM – Loyalty Program
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SEO Keywords
In Association With: Online Marketing
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• Creation and maintenance of accounts on various social media networks
• Viral content creation
• Articles and wall posting
• Sending friend requests, Increasing followers/likers
• Mobile friendly website creation (WAP sites)
• Email marketing
• SMS marketing
• Micro sites and landing page creation
• Banner Ads on various sites and on Google content network
• Paid ads on Google and other search engines
• Paid ads on various social media networks
• Pay per click marketing
• Cost per Impressions Model
In Association With:
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For 30 years HVS Has Worked Only With Competing Hospitality Brands
Globally
• In the past 13 yrs, HVS India has handled 80% of the worlds hospitality brands and has a reputation of being
impartial, accurate and ethical
• HVS has successfully protected information proprietary in all sensitive strategic assignments
• HVS MC ensures all our experience and knowledge translates into unique positioning and marketing for each
individual client
• Should it allay any concerns, HVS MC will delegate an exclusive resource to handle your account
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Marketing Alliances & Event Management - Lifestyle Marketing!
• Well networked with existing luxury retail brands
• Experienced in event management, from fashion shows to theatric events
• Well networked with a range of non competing, like minded products to create opportunities for synergy
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Contact UsMansi Bhatnagar
Managing Director - HVS Marketing Communications
[email protected] OR +91 98112 10293