HolidayInn营销战略分析.pptVIP

Marketing Strategy Presentation 3 Industry: Hotels Company: InterContinental Focus: Holiday Inn UK Agenda Introduction of IHG Group and Holiday Inn Strategic analysis The best strategic fits for Holiday Inn STP The strategic of objectives Marketing mix of Holiday Inn Implementation Control Conclusion Intercontinental Hotel Group One of the world’s most recognised hotel brands Global reputation for service, comfort and value Source: IHG (2013) More then 3,300 hotels worldwide Basic Information More information: Appendix 1 History More contemporary look and feel, Better quality and guest satisfaction 1952 Founded by Kemmons Wilson in Memphis, Tennessee 2007 Relaunched Holiday Inn brand family 2010 Launched first global advertising campaign – “Stay You” Completely refurbished every hotel in UK 2013 Reintroduces itself through “Change your view” campaign Basic Information Source: Holiday Inn (2013) Relaunched Brand Source: Holiday Inn (2013) Basic Information Highest Guest Satisfaction in Mid-Scale Full-Service Hotel’13 Source: Holiday Inn (2013) History 1952 Founded by Kemmons Wilson in Memphis, Tennessee 2007 Relaunched Holiday Inn brand family 2010 Launched first global advertising campaign – “Stay You” Completely refurbished every hotel in UK 2013 Reintroduces itself through “Change your view” campaign “Stay you” – Promoting Relaunced brand “Change your view” - Reintroducing brand by focusing on young travelers Basic Information Source: Holiday Inn (2013) History IHG (2013) Core competences “Fresh, modern and better than ever. The perfect mix of business and pleasure for todays comfort-seeking traveller” 1952 Founded by Kemmons Wilson in Memphis, Tennessee 2007 Relaunched Holiday Inn brand family 2010 Launched first global advertising campaign – “Stay You” Completely refurbished every hotel in UK 2013 Reintroduces itself through “Change your view” campaign Basic Information Source: Holiday Inn (2013) Services Source: Holiday Inn (2013) Gu