Mandarin Oriental
Table of contents
1. Executive summary
2. Introduction 2.1 Brand overview 2.2 Attraction of the brand
3. Market analysis 3.1 Market research 3.3 Brand SWOT analysis 3.4 Consumer group analysis 3.5 Market segmentation
4. Advertising strategy 4.1 New product and service description 4.2 Objective, vision and mission 4.3 Slogan and logo design 4.4 Marketing/promotional method 4.5 Pricing strategy
5. Advertising campaign 5.1 Objectives 5.2 Advertising 5.3 Outdoor advertising 5.4 Social media 5.5 Website promotion 5.6 Public relations 5.7 Expected advertising effects
6. Financial summary 6.1 Budget allocation
7. Conclusion
8. Recommendations
9. Appendix
Executive Summary
Introduction
Brand overview
Mandarin Oriental Hotel Group is a hotel investment and management company operating deluxe and first class hotels and residences in sought-after city and resort destinations around the world.
The group currently operates, or has under development, 41 hotels representing over 10,000 rooms in 26 countries with 18 hotels in Asia, 12 in The Americas and 11 in Europe and the Middle East. In addition, its portfolio includes 12 Residences at Mandarin Oriental (Jardines, 2011).
Mandarin Oriental Hotel Singapore
After a multi-million-dollar renovation, The Oriental, Singapore re-opened its doors on 1st December 2004, as part of its soft opening launch. The renovation has involved the refurbishment of all 527 guestrooms and suites, and enhancement to all public areas, dining and meeting facilities. This is the most significant upgrading project for the hotel since opening in 1987, and repositions The Oriental, Singapore amongst the city most luxurious hotels (Fnetravel, 2012).
Attraction of branding
Mandarin Oriental hotel is combining spectacular architectural design and a prime waterfront location with the
1. Executive summary
2. Introduction 2.1 Brand overview 2.2 Attraction of the brand
3. Market analysis 3.1 Market research 3.3 Brand SWOT analysis 3.4 Consumer group analysis 3.5 Market segmentation
4. Advertising strategy 4.1 New product and service description 4.2 Objective, vision and mission 4.3 Slogan and logo design 4.4 Marketing/promotional method 4.5 Pricing strategy
5. Advertising campaign 5.1 Objectives 5.2 Advertising 5.3 Outdoor advertising 5.4 Social media 5.5 Website promotion 5.6 Public relations 5.7 Expected advertising effects
6. Financial summary 6.1 Budget allocation
7. Conclusion
8. Recommendations
9. Appendix
Executive Summary
Introduction
Brand overview
Mandarin Oriental Hotel Group is a hotel investment and management company operating deluxe and first class hotels and residences in sought-after city and resort destinations around the world.
The group currently operates, or has under development, 41 hotels representing over 10,000 rooms in 26 countries with 18 hotels in Asia, 12 in The Americas and 11 in Europe and the Middle East. In addition, its portfolio includes 12 Residences at Mandarin Oriental (Jardines, 2011).
Mandarin Oriental Hotel Singapore
After a multi-million-dollar renovation, The Oriental, Singapore re-opened its doors on 1st December 2004, as part of its soft opening launch. The renovation has involved the refurbishment of all 527 guestrooms and suites, and enhancement to all public areas, dining and meeting facilities. This is the most significant upgrading project for the hotel since opening in 1987, and repositions The Oriental, Singapore amongst the city most luxurious hotels (Fnetravel, 2012).
Attraction of branding
Mandarin Oriental hotel is combining spectacular architectural design and a prime waterfront location with the