Mandarin Oriental free essay sample

In addition, its portfolio includes 12 Residences at Mandarin Oriental (Jardines, 2011). Mandarin Oriental Hotel Singapore After a multi-million-dollar renovation, The Oriental, Singapore re-opened its doors on 1st December 2004, as part of its soft opening launch. The renovation has involved the refurbishment of all 527 guestrooms and suites, and enhancement to all public areas, dining and meeting facilities. This is the most significant upgrading project for the hotel since opening in 1987, and repositions The Oriental, Singapore amongst the city most luxurious hotels (Fnetravel, 2012). Attraction of branding Mandarin Oriental hotel is combining spectacular architectural design and a prime waterfront location with the finest standards of comfort and service. The hotel has been continually singled out to receive international and local recognition, placing it among the worlds top hotels. The Oriental is Singapores only Mandarin Oriental hotel, keeping to the renowned standard of comfort and service. The hotel has been continually singled out to receive international and local recognition, placing it among the worlds top hotels. It is for business travellers, a leisure stay or alternatively for meetings and incentives. Advertising strategy New product and service description Oriental Essence massage-The one-hour signature Oriental Essence massage has been devised to introduce guests to a simple, effective and authentic spa experience in a short period of time. Oriental Essence consists of a powerful, hands-on body massage ritual that combines the potent effects of oriental meridian massage with the therapeutic benefits of Mandarin Orientals signature Quintessence custom-blended essential oil. Sentosa-Oriental carnival†-We can combine Sentosa corporation to roll out new activities project, we call it sentosa-Oriental carnival. Marketing/promotional method In recent year, luxury hotel brands looking to develop applications face a number of challenges such as understanding how to develop relevant, utilitarian offerings and coping with the rapid state of technological advancement (Finocchiaro, 2011). Howev er, mobile is cementing its position as the most personal and direct marketing medium and marketing to consumers via handheld devices is becoming a requirement. It isn’t rare to see brands developing websites and mobile applications ( iPhone apps to be more specific ) to reach out to their target consumer group. We follow the cult, Mandarin Oriental Singapore can expand its gamut of mobile offerings in next market expansion quarter which will augment their communication channels with consumers and help them serve their guests better. We should build a mobile compliant website and an iPhone app up its sleeves. This is a penetrative marketing strategy to customer. Technology is indeed imperative in running of any business today. Businesses that want to stay top of things have to embrace technology (Ashton, 2011). Mandarin Oriental Hotels should be taken in many technological inventions to see to it that they lessen the workload on their employees, example Customers wishing to visit any of the hotels have the leeway to make their bookings online, this makes it easier for the customer who before the embracing of technology had to write letters or make calls to make their bookings, some of the letters or calls never got through greatly inconveniencing the potential clients and making the hotels lose a lot of money. Pricing strategy Now the lowest room price of Mandarin Oriental Hotel Singapore is $339. We plan the hotel’s pricing strategy based on the following elements: First, the group of clients is different. They come from different countries, travel for different reasons and have a different budget. We can target different types of clients at any time with different prices to make yield management in hotels succeed. Second, seasonal is a major feature of the tourism industry. The hotel needs to provide preferential rates and other measure to maintain normal life. Third, hotel with the price of supply and demand changes continuously adjusted, when the oversupply, the hotel needs to consider lowering the price; when in short supply, the hotel should consider appropriate to raise price (Sumathi, 2007). For example, last year F1 was held in Singapore, that’s a short supply situation, all the hotel price soared. Here is a figure shows what elements will affect the price of hotel: [pic] Advertising Campaign Objectives Each advertisement is a specific communication that must be effective, not just for one customer, but for many target buyers. Our advertising planning team’s strategy –â€Å"Ultimate luxury experience†-is aimed to make Mandarin Oriental Singapore to be recognized widely as the best global luxury hotel group, which it will achieve by investing in its exceptional facilities and its people while continuing to seek further selective opportunities for expansion around the world. This strategy combined with a strong balance sheet is designed to achieve long-term growth in both earnings and net asset value. Creating a strong brand presence and effect in the top ‘world’ cities of Singapore is crucial to keep position in Singapore hotel market, and Mandarin Oriental will continue to benefit from the prominent exposure by our advertising strategy. In general, the target of our advertising campaign is aimed at creating brand awareness, increasing revenues, establishing positive image, and market penetration. Advertising The high-end luxury hotel market has grown crowded recently, making it extremely challenging for its players to cut through the competitive field. To make sure it stood out from the crowd,We plan a new multi-faceted Ad campaign for Mandarin Oriental Hotel Singapore-â€Å"ultimate luxury experience† – which comes to life through print, digital and so on. The campaign aspires to talk to todays modern business traveler, If you are traveling to a destination for business, make the most of your free time and experience ultimate luxury service. The visually stunning print advertisements depict will create unforgettable moments for guests around the world. The multi-million dollar global print campaign will run in 32 countries and be featured in lifestyle, business and travel print media, as well as key out-of-home sites in Singapore. In addition to the print flight, Hotel can bring the campaign to life through a full scale digital re-invention of the brand, including a re-launch of the website, enhancements to the brands social media channels, and a powerful digital advertising campaign; all inspired by unique discoveries from around the world. The new website will offer content that extends beyond basic hotel information. The new online hub will be fully integrated with social media platforms, providing use with the unique opportunity to share their own discoveries via Twitter and includes ways for users to share via Pinterest, Facebook and other key sites. Built to be fully responsive, the new site offers the same immersive experience across desktop, tablet and mobile platforms to publicize new products and service in all aspect. Make sure the theme of â€Å"Ultimate luxury experience† can permeate deep impression to every customer’s mind. Ultimate luxury experience† will embody the global spirit of Mandarin Oriental Hotels and todays lifestyle-business traveler and their eagerness to explore the world beyond their everyday routine. The multi-million dollar advertising campaign will continue through the end of the year in key source markets in Singapore. Outdoor advertising Outdoor advertising includes various types of promotional displays, from highway billboards to transit poste rs and arena placement, all geared towards communicating a message to the public. The message might be to buy a product, take a trip, vote for a politician, or give to a charity. It might even be a public service announcement. There are many kinds of outdoor advertising choices. Hotels commonly make use of highway billboards to steer customers in for a rest or a bite. The automobile and tourism industries account for a very large percentage of billboard revenue. Bus benches often feature outdoor advertising for local businesses, while bus shelters might display a major movie promotion. Beverage companies commonly make use of sporting events and arenas, among other venues, while taxicabs, buses, railways, subways and wall murals offer other forms of outdoor advertising (Kayne, 2010). Billboard space on highways towards airports. People are on their way to the airport, thinking about their travel plans. If they haven’t booked their hotel, they might be more inclined to give Mandarin Oriental a call if they see a billboard advertisement. Wall space in major airport. This area is a great spot for the non-traditional advertisement (the touch screen where you can decorate a hotel room) to catch people who are waiting for flights and have down time. Plus, these folks are thinking about travel. They have hotels on their minds, even if they’ve already booked a hotel for this trip they might keep Mandarin Oriental in mind for their next trip. Social Media Social Media continues to grow in importance. It has not only become one of the critical tool to interact with customer but is also considered one of the key elements impacting organic search and ranking for the hotel. Hotels that take advantage of this trend are seeing significant benefits in terms of online placement and revenue (Aggarwal, 2010). [pic] The main social media objectives for such hotels can include: †¢ Newspapers and magazines All of these magazines and newspapers that we choose are travel related. People who read these magazines are most likely frequent travels with very particular taste in hotels. The concept of â€Å"Ultimate luxury experience† by Mandarin Oriental Singapore would appeal to their expectations. For example: â€Å"Travel and Leisure†, â€Å"National Geographic†, â€Å"Time out†. †¢ TV broadcast †¢ Circular of all kinds, (whether distributed by mail, by person, thorough tradesmen, or by inserts in packages. †¢ Store signs, motion pictures used for advertising. Novelties bearing advertising messages and signature of the advertiser. Website promotion Facebook and Twitter– Each hotel and restaurant should have their own Facebook page and Twitter account where they can interact with guests, Mandarin Oriental Hotel Singapore – â€Å"Ultimate luxury experience† former and potential. It’s a great PR tool and a great way to pro mote special events. Posting pictures can also show users how unique each hotel and restaurant is. Since Facebook and Twitter are free, this is more of a public relations strategy (Pangborn, 2011). Mandarin Oriental Hotel Singapore can also announce new ads campaign-â€Å"ultimate luxury experience† on Facebook and use a smaller version of the magazine ad. By targeting users that have travel listed as a hobby, we can hope to generate more business. The following websites are all used for booking flights and hotel stays. Advertising on these sites with a smaller version of the magazine ad is a great way to pique the interest of people who are planning their trips. Most of the time, people surfing these sights are looking for a deal (Pangborn, 2011). Since Mandarin Oriental hotels Singapore are more upscale of this ad campaign, this is a great way to show the benefits of spending more money and, in return, getting more than just a bed to sleep in. †¢ Expedia †¢ Travelocity †¢ Priceline †¢ Hotels. com †¢ Trip Advisor †¢ Yahoo Website design Mandarin Oriental Hotel website development is beyond design and bring the right balance between, navigation, usability, functionality, structure, visuals, contents and normally offers; †¢ 100% freedom †¢ 100% flexibility †¢ Search engine optimization †¢ Functional design †¢ Booking engine integration