HVS Marketing Communications ( HVS MC) services at HVS India. HVS MC is a turnkey solution that offers strategic marketing, media planning, creative support and proactive implementation of marketing activities to existing and upcoming hotels and hospitality brands in India. Contact mbhatnagar@hvs.com
1. The hospitality focused, one stop shop for strategic
marketing and creative implementation.
Strategic Invention of Creative Solutions
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2. Our Services
HVS provides a full range of services relating to the
hotel industry:
Consulting
Services:
Valuations
Feasibility Studies
Strategic Advice
Operational Reviews
Operator Selection and Management Contract
Negotiation
Market Studies
Executive Search Services
Marketing Communications
HVS Sustainability Services
HVS Operational Audits & Advisory
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3. HVS Marketing & Communications
services include conceptualization 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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5. Mansi Bhatnagar – Managing Director , HVS MC
Mansi is a Les Roches, SHA alumni and joined HVS in 2007 as an associate Director.
to launch the Marketing and Communications services. Mansi has over 19 years of
international and domestic hospitality operations which involves F&B Operations,
hotel-openings, sales, marketing, creative and communications experience.
Through her career, she has worked in different roles with The Oberoi New Delhi,
Radisson New Delhi, InterContinental in Delhi and W in San Francisco.
Mansi Anand – Associate Director, HVS MC
Mansi is an MBA in Marketing with 8 years of marketing experience. Mansi joined
HVS in 2008 as worked extensively on marketing, advertising and brand launch
projects for leading hotel chains in India. She has vast experience in the area of
Advertising, Marketing and Public Relations. Having worked with Austrian Airlines,
Integral PR and Ogilvy & Mather, she handled brand advertising, marketing and
media planning for various brands.
Gaurav Sharma – Snr. Creative Associate, HVS MC
Gaurav Sharma is a Snr. Creative Associate at HVS MC and has been contributing
to its design capacities for the last 3 yrs. Prior to joining HVS MC, Gaurav was a
creative freelancer with major event management and planning agencies like
GroupM, Wizcraft, CS Direct. With 7 yrs of experience, Gaurav is also skilled in 2D
& 3D creative design and flash animation.
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6. Manish Rawat – Snr. Creative Associate, HVS MC
Manish Rawat is a Creative Associate at HVS MC and has been contributing to
its design capacities for the last 1 yr. Manish started his career as a freelancer
and soon joined Premier Printers as a designer. Prior to joining HVS MC,
Manish was with IBH Prints. With 5 yrs of creative experience in the
Hospitality industry, he also is well versed with 3D Designing.
Nupur Dhawan - Associate, HVS MC
Nupur Dhawan holds a Bachelor’s degree in Mass Communication &
Advertising, Higher National Diploma in Journalism (HND) from Edexcel, UK
and is a post graduate in marketing management and has 4 years of
experience. Starting her career with Imperial, New Delhi, she as also worked
with Perfect Relations as a Senior Executive managing Hilton Worldwide
properties in India and others.
Shruti Gattani- Associate, HVS MC
Shruti Gattani holds Bachelor’s degree in Fashion Communication and has a
Diploma In Business Management brings about 3 years of experience in
content (Print and Online), Layout Designing, Editorial Shoots, Photo
Researching an d brand conceptualization. Having worked at a number of
online portals , she presents a flair for online communications to our client.
New
Joinee
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7. Bhuwan Chandra – Creative Analyst, HVS MC
Bhuwan Chandra has 7 years of experience with hospitality collaterals having worked
with creative agencies like Premier Printers and Boomerang Grapics as a graphic
designer.
Yoshita Kumar – Analyst, HVS MC
Yoshita joined HVS India post her graduation from Venketeshwar College. During
her 6 month internship, Yoshita display great foresight and understanding of
Marketing and was highly creative in her approach. The newest member of HVS
MC, Yoshita, is a great resource.
Anil Yadav– Creative Analyst, HVS MC
A fresh designer with great gusto, Anil has worked for around 8 months in Fortune
Print services as a Assistant Designer.
New
Joinee
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8. Why Choose HVS MC to Launch/Market Your Hotel
Brand & Property
Introspection
Research Based Analysis of
the Market, Target Customer
and Competition
Strategic Conceptualization
of Effective & Impactful
Marketing and Media Plans
Proactive Execution &
Seamless Activation of
Activities with Impactful
Advertising Creatives
On-going Measurement,
Optimization and
Enhancement of Initiatives
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9. Deliverables
1.
Strategic
Launch/
Promotional/
Positioning of
Communication
3.
Conceptualization
of Launch/
Promotional/
Positioning
Creatives for Each
of the Defined
Marketing
Initiatives
2.
Conceptualization
& Implementation
of a Launch/
Promotional/
Brand Marketing &
Media Plan for the
Hotel
4. Proactive
Launch/
Promotional/
Positioning
Implementation
Support
Radio
Campaigns
Billboards
Airport
Visibility
Cinema
Branding
Launch Events
S&M Support
Marketing
associations
with like
positioned non
competing
brands like Big
Bazaar,
Pantaloon,
Sponsor
Associations
with National
TV Channels
Out Of Home
Electronic
Mailers
SMS campaigns
Electronic
Newsletters
Strategic Alliances
TPI websites
Social media
sites
New websites
Google Adwords
PPC Marketing
Remarketing
Banner
Advertising
SEM initiatives
Direct Marketing
In Flight
Magazines
City Guides
Business
National
Magazines
Leisure/
Lifestyle
Magazines
Online Advertising
Print Advertising
Marketing Mediums To Be Used To Communicate To Be
Defined As Per the Positioning of the Hotel
Presence in
trade fairs
Flash Mobs
City Branding
S&M Collateral
Case to Case
Property
Specific Support
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10. Marketing Assignment Process
1. Strategic Launch/
Promotional Positioning and
Branding Process of the Hotel
through a Market Study
HVS MC will study the
market, competitive set
and the hotel to create
new strategic positioning
talk lines/ positioning
statements for the hotel
that establish the hotel
as a differentiated brand
in the market and its
competitive set.
HVS will ensure that all
communications, collaterals
-S&M & operational,
epitomize the positioning of
the product and are in sync
with the required
positioning of the hotel
2. Strategic Conceptualization &
Implementation of an Launch/
Promotional Marketing & Media
Plan for the Hotel
To identify various brand,
F&B, MICE, Socials and
rooms based marketing
initiatives that the hotel 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
launch 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 Launch/
Promotional Positioning
Creatives for each of the Defined
Marketing Initiatives
4. Proactive Launch/
Promotional Marketing
Implementation Support
To create creatives for
each of the marketing
initiatives ensuring focus
on visuals that create/
increase visibility, driving
footfalls and revenues
Proactive and seamless
dissemination of the all
the launch marketing
initiatives with required
creatives mandated on
the launch marketing
media plan
To ensure each creative
promotes the hotel and
in the most optimum
manner
Consistent monitoring of all
launch marketing initiatives
to ensure that the same
maximize the positioning of
the hotel and ensure
maximization of marketing
spend
To build in ROI measures
in each creative to ensure
participating properties
can benefit from the
same.
To review all S&M
initiatives consistently to
ensure that these tools
are consistent with the
positioning of the hotel
To ensure each creative
communicates the USP’s
of the brand and are
brand compliant
Work with property team
to ensure consistent ,
systematic and proactive
dissemination of the
identified marketing
initiatives
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11. 1. Strategic Positioning and Branding of the Hotel with Market Study
1. . Strategic Launch/ Promotional
Positioning and Branding Process of
the Hotel through a Market Study
Analysis of previous marketing initiatives undertaken by
the comp. set and their respective creative
communications
3.
Creation of launch/ promotional USP based key talk lines
and positioning statements (generic, socials, MICE, F&B)
4.
HVS will ensure that all
communications, collaterals -S&M &
operational, epitomize the positioning
of the product and are in sync with the
required positioning of the hotel
Analysis and study of hotel’s potential positioning in the
market reference to that of its competitive set
2.
HVS MC will study the market,
competitive set and the hotel to create
strategic positioning talk lines/
positioning statements for the hotel
that establish the hotel as a
differentiated brand in the market and
its competitive set.
1.
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
5.
Review of current communications to ensure the same are
in line, consistently, with the hotel talk lines.
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12. Brand Positioning = Unique Product Differentiation
Differentiated
Touch Points &
Niche
Opportunities
Based
Communications
Visual and
Verbal
Consistency in
Brand
Communications
Customer
Acquisition and
Retention
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13. 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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21. 2. Strategic Conceptualization of a Marketing Media Plan
Strategic Conceptualization
& Implementation of an
Launch/ Promotional
Marketing & Media Plan for
the Hotel
To work with the
marketing funds available
and create a launch /
promotional 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
Identification of the various target markets for the hotel.
2.
Understanding of the available launch/ promotional
marketing budget of the hotel
3.
Impactful conceptualization of the media opportunities
available to create impact to the relevant market segments
4.
Strategic thought process on pre-opening, opening and
post opening/ promotional marketing initiatives that need to
be undertaken to the position the hotel strongly in the
prospective market segments
5.
Media costs negotiation and management
6.
To identify various brand,
F&B, MICE, Socials and
rooms based marketing
initiatives that the hotel will
need to undertake to drive
its positioning and grab the
eyeballs of its target
market.
1.
HVS MC is not a media buyer and hence does not levy
commission on any marketing media it proposes
7.
To focus on impactful and cost effective marketing
initiatives designed to strongly engross the hotel in the
eyes of its target market
8.
Enhanced Focus on Online Marketing inclusive of Social
Marketing Initiatives
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23. Strategic Promotional Hotel Marketing Plan
Promotion
Focus- High (H),
Duratio
Medium (M), Department Timelines
n (days)
Ongoing (O
Details
Revenue
Expected
Marketing
Spend
Marketing Media
1
1 day event, lunch only
4247
0
EDM;PS
54000
#REF!
DM;EDM;NI;TC;PS;CRM
M
14th
February
ICC World Cup
M
19th Feb2nd April
72
two slots- 9:30 am and
3:00pm- focus on
weekends
IPL
H
April- May
2011
43
Evening matches only
#REF!
Seafood Nights
M
12th Feb28th Feb
16
Dinner Buffet
#REF!
Sunday Brunch
H
Ongoing
Family Brunch with
unlimited alcohol
Catering
0
Ongoing
Happy Hours
O
Ongoing
Asian Fare
M
March
Weekends
Punjabi Food Festival
H
Beer Bucket
O
Valentines Day
RM,DM, EDM,
TC,NI,PS,ST,CRM,GA;SA Local & Corp
Promotional Marketing
#REF!
DM,EDM,TC,CRM,PS,ST
150
Discount UPTO 50%
#REF!
12
Dinner Buffet
3150
16000
April
30
Dinner Buffet
15750
#REF!
DM, EDM,
TC,NI,PS,ST,CRM,GA;SA Local & Corp
May & June
60
Special Menu
#REF!
DM,NI,EDM,TC,PS,CRM
7500
DM,NI,EDM,TC,PS,CRM,
60
Mediterranean Fest
M
16th June30th June
14
Dinner Buffet
16000
Hot Dog Bar
O
July- Wed &
Thursday
6
Lunch / Dinner ??
7500
Steamers &
Mocktails
M
August
31
Special Menu
5324
16000
States of India
H
1st August31th August
31
Themed Dinner and
buffet
23250
123500
RM,DM, EDM,
TC,NI,PS,ST,CRM,GA;SA
Food & Wine Pairing
O
September
30
Special Menu
7500
DM,NI,EDM,TC,PS,CRM,
South Indian Food
H
September
15
Dinner Buffet
Grand Prix
M
October
30
3937
16000
Navratra
O
October
30
Thali Dinner and Lunch
Concept
Biryani & Kebabs
H
1st Nov.30th Nov.
14
Special menu
Malts & More
O
November
30
31
New Years
H
TOTAL
December
22nd Dec28th Dec
31st Dec1st Jan
23500
Corp
DM,EDM,TC,CRM,PS,ST
Corp
DM;EDM;ST:NI;TC;PS;CRM
;SA
Local & Corp
May & June
H
Local & Corp
#REF!
81000
O
Christmas
Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12
Local & Corp
Mango Mania
H
Feb-11 Mar-11 Apr-11 May-11 Jun-11
RM,DM, EDM,
TC,NI,PS,ST,CRM,GA,SA Local & Corp
DM;EDM;ST;NI;TC;PS;CRM
;SA
Local & Corp
12noon - midnight- spl.
Menu
Mexican Promotion
Target
Clientelle
Local & Corp
Local & Corp
DM;EDM;ST;NI;TC;PS;CRM
;SA
Local & Corp
DM,NI,EDM,TC,PS,CRM,
Local & Corp
DM;EDM;ST;NI;TC;PS;CRM
;SA
Local & Corp
Local & Corp
Local & Corp
DM, EDM,
TC,NI,PS,ST,CRM,GA;SA Local & Corp
DM;EDM;ST;NI;TC;PS;CRM
;SA
Local & Corp
7500
DM,NI,EDM,TC,PS,CRM,
#REF!
DM, EDM,
TC,NI,PS,ST,CRM,GA;SA Local & Corp
Single Malts- ladies
Night
7500
DM,NI,EDM,TC,PS,CRM,
Unlimited special menu
offer
23500
22500
6
combined festive offer
20000
123500
433158
Local
Local & Corp
DM;EDM;ST:NI;TC;PS;CRM Local & Corp
RM,DM, EDM,
TC,NI,PS,ST,CRM,GA
Local & Corp
#REF!
2
Local & Corp
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24. 3. Conceptualization of Impactful Creatives
3. Conceptualization of
Launch/ Promotional
Positioning Creatives for
each of the Defined
Marketing Initiatives
To create creatives for each
of the marketing initiatives
ensuring focus on visuals
that create/ increase
visibility, driving footfalls
and revenues
To ensure each creative
promotes the hotel and in
the most optimum manner
We Conceptualize Creatives that:
• Cater to the interest & imagination of the
target market
• Speak the language of the target market
• Differentiate
To build in ROI measures in
each creative to ensure
participating properties can
benefit from the same.
the hotel from its competition
• Synergize with Brand Guidelines
• Leverage the positioning of the hotel
To ensure each creative
communicates the USP’s of
the brand and are brand
compliant
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25. 4. Proactive & Consistent Marketing & Creative Implementation
4. Proactive Launch/
Promotional Marketing
Implementation Support
Approval and Finalization of the Launch/ Promotional
Marketing Creatives
3.
Proactive and seamless dissemination of the all the
marketing initiatives with required creatives mandated on
the launch marketing media plan
4.
Work with property team
to ensure consistent ,
systematic and proactive
dissemination of the
identified marketing
initiatives
Approval and Finalization of the Launch/ Promotional
Marketing Media Plan is Approved
2.
To review all S&M initiatives
consistently to ensure that
these tools are consistent
with the positioning of the
hotel
1.
Consistent monitoring of all marketing initiatives to ensure
that the same maximize the positioning of the hotel and
ensure maximization of marketing spend
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79. Clients:
• Premier Inn Whitefield Bangaluru
• Premier Inn Shalimar Bagh
• Premier Inn Pune Kharadi
Scope of Work:
• Operational Collateral
• Pre- Launch & Launch Creatives
• F&B Brand Identity and Menu Creation
• Launch and Promotional Marketing Media Plans
• Corporate Marketing
• Internal Communications
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91. Clients:
• Holiday Inn Amritsar
• Holiday Inn New Delhi International Airport
• Holiday Inn Oman, Muscat
Scope of Work:
• All Pre- Opening & Opening Collaterals
• All Pre- Opening and Opening Creatives
• Launch Marketing Plan Conceptualization and Implementation
• F&B Concept Development
• Promotional Marketing
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119. 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.
- 119 -
122.
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:
- 122 -
130. 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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131. 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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