Namra Amir

Nimisha Kapil
Rowena Saldhan
Rachita Passi
Alok A Tripathi
M00558947

Executive Summary

Targeting the Dubai Expo 2020, we have come up with a new premium
4-star hotel product

Analyses and assessed the industry, internal and competitive

environment to devise a marketing plan

Recommendations are made based on the industry assessment and data

collected through various sources

Current Situation and Market

Overview

Current Situation and Market

Overview

Industry environmentPorters Five forces

Threat of
Substitutes

Bargaining
power of
Buyers:

Threat of new
entrants

Existing
Competitio
n

Bargaining
power of
Suppliers

Industry environment

Competitive environment

Positioning Statement
"Affordable Luxury
Slogan
1. Jumeirah: Stay Different
2. Haya: Affordable Luxury

Positioning Statement (Cont)

Key Target Markets

Marketing Mix Strategy

Marketing
Mix
Strategy
Promotion

Product

Personal Sell
Advertising
Business Promotions

Quality
Services
Variety

Distribution

Price

Channels
Location
Transportation

Discounts
Period of Payment
Offers

Product
Core
product
Facilitating
Product
Supporting
Product
Augmented
Product

Price

Promotion

Economy

Advertising

Penetration

Public
Relations

Skimming
Premium

Personal
Selling
Sales
Promotion

Place

Customer acquisition targets and a marketing

budget

Recommendations

Marketing Budget & Break Even

Hospitality industry on an average dedicates 8%-10% of their total

budget on marketing and sales (CMO SPEND SURVEY, 2015),

Jumeirah group has dedicated 7.5% of its total budget on marketing and
sales

Marketing Budget Break up

Budget Breakup
Mode of Marketing

% of Total Budget

Digital advertising

17%

Online Distribution Channels(OTA,GDS)

12%

Website

14%

SEO (search engine optimization)

12%

Social media

2%

Billboards/ Print Advertisements

10%

Direct Mailing/ Newsletter

7%

Public Relations

14%

Sales & personal selling

8%

Extra Cushion

4%

Marketing Budget Break up

The mentioned budget breakup will be applicable for the next 3 years

There will be continuous monitoring, changes will be made after

analysing the market situation

The social media budget is likely to increase which will be satisfied by

transferring budget from print advertising and personal selling

Break Even Analysis

Break-even Analysis Results
No of rooms (per day )

Minimum occupancy required (Per

Day)

230

132.8888889

Profit margin

Total Profit (In case of full occupancy)

15%

AED56.6Million

Minimum annual operating charges

Total operating cost (full occupancy)

83950

AED21.8Million

AED37.7Million

Projected Avg Room rate (AED)

450

Operating Cost per room

260

Total Annual occupancy