Marketing Plan for a Music-Themed Hotel in Toronto

Slide 1: Introduction • Thank you for having me here today. • I have been tasked with creating a marketing plan for the new music themed hotel in Toronto for Four Seasons. • I will be discussing the location, target market, service product, price, place/distribution, promotion, people, process, and physical evidence/service scape. Slide 2: SWOT Analysis I have conducted a SWOT analysis for the three shortlisted sites - Yorkville, Queen Street West, and Queen Street East. Slide 3: SWOT Analysis - Yorkville Strengths: • Upscale neighbourhood • Home to high-end retail and restaurants • High tourist population Weaknesses: • Expensive real estate • Limited public transit options Opportunities: • Appeal to high-end clientele • Easy access to entertainment and dining options

Threats: • Nearby competition • High real estate costs may translate to higher room rates Slide 4: SWOT Analysis - Queen Street West Strengths: • Vibrant neighbourhood known for its arts and music scene • Popular among millennials and Gen Z • Full of unique shops and restaurants Weaknesses: • Somewhat limited public transit options • Home to some less desirable areas Opportunities: • Attract younger, trendier clientele • Accessibility to niche markets through social media and word-of-mouth Threats: • Potential for noise complaints due to the area's reputation for nightlife • Competition from other boutique hotels in the area Slide 5:

SWOT Analysis - Queen Street East Strengths: • Charming neighbourhood with a mix of residential and commercial spaces • Popular among tourists and locals for its history and character • Accessible by public transit Weaknesses: • Not as well-known as other locations • Limited selection of upscale dining and retail options Opportunities: • Appeal to tourists seeking an authentic local experience • Offer a calmer alternative to the bustling areas of Yorkville and Queen Street West Threats: • Competition from established chain hotels in the neighbourhood • Potential difficulty attracting a high-end clientele Slide 6: Recommendation - Yorkville • Based on the SWOT analysis, I recommend Yorkville as the best location for the new music themed hotel. • It offers a high-end neighbourhood with easy access to entertainment and dining options. Slide 7: Overview of Location

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

• Upscale neighbourhood in Toronto with a high tourist population • Known for its high-end retail and dining options • Close proximity to other attractions in the city Slide 8: Primary Target Market Group and Proposed Music Theme • Music Theme: Jazz • The primary target market will be affluent individuals aged 30-60 who enjoy a luxurious, all-inclusive experience. Slide 9: Primary Target Market Group - Demographics • Affluent • Age: 30-60 • Professionals • Average income: $150,000+ • Travels frequently for business or leisure Slide 10: Primary Target Market Group - Psychographics • Seeks unique and upscale experiences • Appreciates art and culture • Enjoys fine dining and entertainment • Values convenience and exceptional service Slide 11:

Primary Target Market Group - Behavioral Characteristics • Willing to pay premium prices for a luxurious experience • Seeks authenticity and local experiences • Active on social media and willing to share their experiences Slide 12: Hotel Name and Positioning Statement a) Hotel Name: Harmony Hotel • Harmony represents the ability to combine different elements seamlessly, reflecting the harmony found in jazz music. Slide 13: Hotel Name - Rationale • The name does not reference Four Seasons in any way. • It gives a nod to the music theme without being too literal. • It appeals to the target market's preference for luxury and sophistication. Slide 14: Positioning Statement For affluent individuals aged 30-60, the new Harmony Hotel competes in the upscale luxury hotel market and provides a unique, all-inclusive experience centered around jazz music. Slide 15: Marketing Goals • Increase brand awareness within the target market by 50% in the first year • Achieve an occupancy rate of 70% within the first year

Slide 16: Marketing Objectives a) Marketing Goals: • Develop a strong online presence through social media and influencer partnerships to reach potential customers. • Offer special promotions targeting business travelers and tourists to increase occupancy. Slide 17: Marketing Mix Strategy a) Core Service Product: • Luxurious accommodations • Complimentary breakfast, jazz-themed welcome gift, and nightly jazz performances • Access to exclusive jazz events in the city • Personalized concierge service • Complimentary use of on-site fitness center and spa facilities Slide 18: Marketing Mix Strategy b) Price: • Premium pricing strategy • All-inclusive pricing with no extra charges for enhancements or upgrades • Discounts for longer stays Slide 19: Marketing Mix Strategy

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

c) Place/Distribution: • Customers can book through the hotel's website, Four Seasons' website, or third-party booking services. • Offer a loyalty program for repeat guests. • Develop partnerships with high-end tour operators and luxury travel agents. Slide 20: Marketing Mix Strategy d) Promotion: • Public relations and influencer campaigns to reach potential customers. • Social media advertising on platforms such as Instagram, Facebook, and Twitter. • Google Ads targeting keywords such as "luxury hotels in Toronto" and "jazz-themed hotels." • Promote exclusive jazz events and performances through traditional and digital media. Slide 21: Marketing Mix Strategy e) People: • Staff members should have a passion for music and excellent customer service skills. • Special training for the concierge staff to assist guests in finding music events and experiences in the city. • Uniforms should reflect the upscale and sophisticated image of the hotel. Slide 22: Marketing Mix Strategy f) Process: • Guests can expect personalized service from check-in to check-out.

• The concierge staff can arrange for transportation to and from jazz events. • Staff members will have a thorough understanding of the hotel's services and amenities. Slide 23: Marketing Mix Strategy g) Physical Evidence/Service Scape: • The hotel's architecture and decor will have a modern and luxurious feel. • Jazz-inspired artwork and decor will be incorporated throughout the hotel. • Guests will be greeted with soft jazz music in the lobby and common areas. Slide 24: Physical Environment - Lobby • Modern and luxurious design • Jazz-themed decor • Soft jazz music playing Slide 25: Physical Environment - Guest Rooms • Spacious and luxurious accommodations • Jazz-inspired wallpaper and artwork • High-quality furnishings and amenities Slide 26: Physical Environment - Restaurant • Upscale dining experience

• Live jazz performances during dinner service • Jazz-themed decor and menu items Slide 27: Physical Environment - Fitness Center • Modern equipment and facilities • Jazz music playing in the background • Complimentary water and fruit for guests Slide 28: Support/Trade Audiences • Tour operators: To attract affluent travelers seeking unique and luxurious experiences. • Airlines: To offer flight and hotel packages. • Media: To promote the hotel and its jazz-themed events. • Publicists: To generate buzz and media coverage for the hotel. Slide 29: Conclusion • Harmony Hotel in Yorkville is the ideal location for the new music themed hotel. • The jazz theme will attract an affluent target market seeking a unique and luxurious experience. • The marketing mix strategy will effectively reach and attract the target market. Slide 30: Thank you for your attention! • I hope my marketing plan will be helpful in creating a successful launch for the new Harmony Hotel.

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

• Are there any questions?

Slide 16

Related Documents