An Outline Marketing Plan for Cinnamon Lake View Hotel Essay


Advertising Management

An Outline Marketing Policy for Cinnamon Pond View Resort

Group Associates









Table of Contents


Marketing Management1

An Outline Advertising Plan for Cinnamon Lake Look at Hotel1

Group Members2

Exec Summary4

Condition Analysis4

The Mission 5

Marketing Targets 5

Market Needs5

The Market5

Services Offering5


Marketing Strategies six

The Promoting Mix6

Support 6



Advertising 6


Direct Competition6

Indirect Competition7

Strategy Pyramid7

Marketing Strategy in a Nutshell7

Price / Expenditures Guidelines8

Execution Guidelines8

Evaluation and Control Mechanisms9


Executive Overview

John Keells Hotels (KHL), a 92. 69% owned subsidiary of conglomerate Ruben Keells Cooperation (JKH) that reported a net income of Rs. 14. 5mn in the third quarter of 2009 (compared to a net loss of Rs. 91. 6mn in 3Q08). To provide our clients better, we embarked on an innovative lso are branding and re placing strategy simply by launching two indigenous brands – 'Cinnamon Hotels & Resorts' and 'Chaaya Accommodations & Resorts'. Cinnamon Hotels & Areas, an exclusive franchise, is the primary of it is class although Chaaya Hotels and Areas, an experience-based value task, is establishing a new trend in the region providing travellers a various range of travelling experiences based upon adventure, background, culture and nature. Trans Asia lodge was just lately acquired simply by KHL and has revoked operations from 15th May well 2009 in order to carry out a refurbishment and repair. After completion, the hotel will be re-branded and launched as Cinnamon Lake-front, Colombo. Cinnamon Lakeside will certainly revolve around the panoramic watch of the Beira Lake, some which is exclusive to this real estate and one which offers endless possibilities. We are investing Rs. 500 mil in the repair and re-branding of the resort, which will ensure that the lodge provides the services and quality that friends expect from all Cinnamon Hotels This kind of document is usually an outline strategic marketing prepare targeting the re-branding with this new purchase in order to essentially position this in this upcoming growth industry.

Situation Research

With the come back of serenity supported by tactical marketing plans, tourism in Sri Lanka, using its unique product offerings is well positioned to be one of the thrust industries of the Sri Lankan economic climate in the foreseeable future.

Total holiday arrivals in 2008 were 438, 475 persons, only just ahead of the total arrivals physique of 407, 230 persons in 1982, last year the North-East conflict escalated. With the resolution of the North-East conflict, Ceylon (veraltet) finally provides the opportunity to realise its undeniable potential in tourism, and with a better marketing hard work and expenditure in system, we believe that the country's tourism industry can easily deliver about its assure in the longer term.

The Mission

" To strive for flawlessness when providing guest experiences that go over expectations and become recognized as a great emerging regional leader in Hospitality, throughout the discovery of quality service propositions, supported by superior functionality from our persons and technology, whilst nurturing values about responsible travel and offering a sustainable foreseeable future for all stakeholders. ”

Marketing Goals

Industry Needs

The Cinnamon Pond View provides value and benefits to the clients, in addition to the standard with the facilities and affordable prices. We keep pace with provide each of our guests with an exemplary personal services, and degree of recognition they own come to rely upon the moment staying at a Cinnamon top quality hotel. We provide our guests with a luxurious, relaxed environment within which in turn to perform their business. An environment which they cannot find at the more corriente competitors. The guests need to know that they can build a relationship with all the hotel which will ensure effectiveness, value...

Sources: * Colombo Stock Exchange Data Library

* Sri Lanka Holiday Bureau

5. Annual Record, John Keels Hotels


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