You have been hired as a marketing troubleshooter for a previously
prosperous hotel in the center of Paris, theJardin de Villiers. The
hotel has been suffering a decline in guest registrations and revenues for
several years. You have examine the books and property and concluded that the
location of the establishment is not the problem and the opportunity for a
successful business enterprise is still there. The problem is the marketing,
which begins with a clear definition of customer segment and an appropriate
differentiation, followed by artful positioning to support price strategy.
Study the website promotion. In terms of positioning this market offering,
where do you think the problem/challenge lies? What image does the marketing
mix seem to project? How would you position the hotel? Get beyond clean sheets
and free continental breakfast. Conduct a brief Internet research on the
competition. Then pose a tentative direction for your positioning strategy.
Make a list of emotive and affective qualities, and tease potential guests with
potential surprises just over the rainbow—the rainbow they can’t express.
Express it for them. Propose a unique mental image for the hotel. Estimate a
tentative cost for your plan. Respond to at least two of your classmates’
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