You've been hired by a new hotel chain that is looking to launch hotels in major Canadian cities called Vitality Oasis Hotel (VOH). VOH is a premium, boutique style hotel that targets discerning travelers who are comfortable spending higher amounts of money for a stay. Main competitors include the Four Seasons, The Ritz Carlton and The Fairmont. 

You are joining as a Brand Manager and will be responsible for raising awareness and generating revenue from stays at the hotel. Competition in the hotel business is extreme and avid travelers are very loyal to brands that they frequent. Appealing to potential customers will take some solid strategy work. 

Some of the value customers could expect when staying at VOH include: 

• Smaller, boutique style offerings with luxurious furnishings
• Maximum of 30 rooms per hotel to convey an exclusive feeling
• Premium services including private butler service, 24 hour gourmet room service, in room spa
• Custom room scents to suit any mood
• Private chauffeur service

Locations are all convenient to business and entertainment districts in Toronto, Vancouver, Montreal and Calgary. 

Review the questions below and leverage what you've learned from the course materials to date.   

                                                                                                             

Value proposition and loyalty	10
Develop the value proposition for VOH. Be sure to clearly state what differentiates VOH from the main competitors.	/5
Given the loyalty customers have for hotels, highlight 2-3 strategies you could use to develop customer loyalty once someone has stayed at VOH. Be sure to briefly explain why you would use these strategies.	/5

 

 

Digital Marketing	/5
What are the 2-3 digital marketing tactics you would include in your integrated marketing plan?  Be sure to explain why you think they would support your goals.	/5

 

Business Definitions	/4
a product-oriented business definition for VOH	/2
a market-oriented business definition for VOH

Marketing Mix	/10
Considering the Four P's, lay out 2-3 components of the marketing mix you would employ for VOH in the first six months.	/10

Consumer behaviour	/11
Outline the factors that influence buying behaviour and give one example for each.	/5
Develop the profile of the target VOH customer. What factors would be most likely to influence their buying behaviour and why?