Transcript prestige_resorts_final

Progressive Space:
Prestige Resort
Maggie Bosca
Danielle Demick
Samantha Sneor
Kim Abel
Executive Summary
The Product
 New Resort Line
 Prestige Resort: Resort island that offers the VIP experience with
accommodations to all its guests needs.
 Singles
 Honeymooners
 Families with children and teens
 Empty Nesters
 Retirees
 What makes us Unique? Inclusive but Exclusive!
 This truly makes Prestige Resort your One Stop Destination
The Product
Things We Offer:
 Bars
 Pools
 Clubs
 Golf Course
 Spa
 Deep Sea Fishing
 Restaurants
 Snorkeling
 Boat Tours
 Pools
 Kid/Teen Clubs  Shopping
 Waterpark
 Beaches
 Watersports
The Product
 Cost
 On Season:
($4500/week)
 Off Season:
($4000/week)
 Memberships:
(On-Season: $4000/week; Off-Season: $3800/week)
Marketing Opportunity
Analysis
 Industry: High-end resort and hotel for high to mid-class
people of all ages
 Growth Potential: Increasing Trends
 Competitors: Sandals Resort, Cruise Lines, All-Inclusive
Resorts (Mexico and Caribbean)
INTERNAL
STRENGTHS
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Appeals to many ages
High class, five star resort feel
Park
Pool
Ocean Views
Spas
Numerous activities
Privatized part of resort
WEAKNESS
• Costly to function/run
• In area that can face bad/severe
weather
• Secluded – not easy for people to get to
• Costly for consumers
• New business structure
OPPORTUNITIES
THREATS
• Expand to other locations
• Rising economy=can expand/construct
more
• Lower class resort on other half of
Island
• Partner with Atlantis resort and offer
different attractions
• Sandals Resort = established
• Less costly offerings exist in other hotels
• Cruise Lines
EXTERNAL
Target Audience
 High Income Level
 Frivolous spending
 Prestige Resort has higher cost
 Women
 Tend to plan vacations
 Age 30-70
 Financially able available to go on vacations
 More leisure time
 Retirees
Advertising Objectives
 Gain Awareness:
 Double resort awareness in the next 8 months
 Evolve Strategy:
 Marketing strategies increased and redone every 6 months
(increase marketing by 25% in the next 3 months)
 Increase prices annually by a minimum of 5%
 Retention:
 Ensure to accommodate all guests needs (new offers/attractions
annually)
 Have resort occupancy be 75-100%: families 30-40%, couples 2025%, singles 10-15%, and retirees 15-20%
 Gain and maintain long lasting customers
Promotional Mix
 Advertising
 Television
(Build Awareness)
 Print/OHH
(Informative/Build Awareness)
 Internet
(Informative/Exposure)
 Sales Promotion
 Trade Shows
Media Strategy
 Television
 Print
 Internet
Advertising Schedule
 Flighting Schedule
 Seasonal Business
 TV
 Travel, HGTV, National Geographic, BBC America
 Magazine
 Travel, National Geographic, Vogue
 Websites
 Expedia, Orbitz, Travelocity, Kayak, and Tripadvisor
Advertising Schedule
Creative Brief
 Opportunity
 Increase Brand Awareness
 Evolve Strategy
 Retention
 Communication Objectives
 Encourage Trial
 Reach Targeted Audience
 Target Audience
 High-income
 Women ages 30-70
Creative Brief
 Key Benefits
 Inclusive
 Exclusive
 Relaxing, Stress Free, Fun!
 Big Idea
 Inclusive BUT Exclusive
 One Stop Destination
Creative Executions (Print)
Creative Executions
(Television)
Creative Executions
(Television)
Creative Executions
(Television)
Creative Executions
(Television)
Q&A?