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The Park Hotels : Revitalizing an Iconic Indian Brand

Ojasvita Parate| Partha P Chowdhury | Roshni Pattanaik | Apurba Roy Chowdhury | Nisarg Patel | Parth Limbachiya

PARK HOTEL
Provides guests a boutique experience
Style and sophistication with Indian flair (local sense of place)
Innovative design elements, friendly approach to employee-guest interaction

Aim Expand to 20 propertied from 13 currently in the next 10 years (by

2020)

SWOT ANALYSIS
Strength

Weakness

Opportunities

Threats

Each subsequent hotel built is innovation driven and different

Inconsistency in the services provided

Private consumption and investment was expected to pick up by 2012 (Rapid urbanization)
Rupee appreciation expected
Tourist industry rebounding

Competition Taj, Oberoi and others, global companies setting to make a move
Growth of the hotel industry (factors: financial crisis and economic slowdown)
Negative perception about the hotel and shrinking differentiation
Supply increasing faster than demand RevPar hit
External factors - Tax laws, states expenditure on tourism, etc

HOTEL LOCATIONS CRITERIA FOR SELECTION


Supply vs demand
comparisons

Location selection

Population, GDP per capita,


Target segment presence
Region growth in the next few years
similar size and structure location for the past
years for detailed analysis and rough
projections for the location under consideration
Anticipate future
Take clues from the hotel locations of the
competitors

Competition dynamics

Potential demand at the


location (region) needs to
be analysed

Presence of competitors at
the locations
Have an estimation of the
unmet demand in the region
of interest

Macroeconomic
factors

Financial
considerations

Relative stability in the rules


and restrictions imposed

Cost of the property and overall


construction, operational cost
projections
Net profit estimations accuracy
and projections for breakeven

TARGET SEGMENT FOR NEW STRATEGY AND BRAND FIT


TARGET CUSTOMER PROFILE - Distinct target groups in Pauls mind to attract, belonging to the Creative
Class
Young, urban, open minded, style conscious and culturally engaged who do not accept anything as designer.
Further categorized as 4 Ds

Upscale domestic executive from the frequent business travellers who enjoyed luxury, fine food & drink and
entertainment-potential for long term

The foreign traveller equally upscale traveling for business or leisure, comparatively younger seeking social
Encounters and local color

UNIQUENESS OF PARK
Match with Brand Perception:
It was difficult to cater to all the TGs through a single brand positioning
The concept of boutique hotels as differentiator was fast losing its sheen and it
was a challenge to standardize a positioning as well as maintain the uniqueness
of each location
Of the 3 new repositioning ideas Culture Curator would appeal more to the first
TG whereas Social Catalyst would appeal more to the executives

- Strive to be unpredictable, stimulating,


free-spirited, and adrenaline-driven
- It is where luxury meets the unusual
to give an experience thats anything
but ordinary
Pros
Can leverage current park hotels with
different themes
Cons
Not related with current image of Park
Hard to implement anti-ordinary idea
on long term basis
Also not differentiated that much
compared to customers
Hard to communicate to customers
and target segments is pretty small

Social Catalyst

- Stand to satiate cultural palate with


authentic and inspiring experiences
-For travelers who seeks hospitality
beyond service and efficiency through
art, design and music
Pros
Highly related with current brand
image of representing local tradition
and design elements
Competitors didnt adopt this strategy
explicitly , hence unique in way
Relevant to their existing customers
who are culturally engaged, style
conscious, open minded etc.
Easily communicable and believable
to customers
Cons
May distance large segment of young
Indian travelers who are not culturally
inclined
Sub brands for clubs has to be
separated and it cant leverage parent
brand

Anti Ordinary

The Culture Curator

REPOSITIONING THE BRAND


- To surround ourselves with
people, things, and experiences
that refreshes our everyday
existence
- High profile events, the trendiest
clubs and vibrant night life
Pros
Can leverage the sub brands of
its existing clubs and restaurants
Can tap into growing segment of
young executives
Easily communicable and
implementable proposition
Cons
Not much differentiated
compared to competitions
Not related to existing image and
may decrease existing customer
base

THE RIGHT BRAND LOGO

Purpose

Design Principles

Brand Identity

"face" of a company
They are graphical displays of a company's unique identity, and through colors and fonts and images
they provide essential information about a company that allows customers to identify with the
company's core brand.
Logos are also a shorthand way of referring to the company in advertising and marketing materials

Good logos should be unique and comprehensible to potential customers.


Should help convey some information about the company, or be designed in a way that gives some
sense of meaning about the company or its industry.

Logos are the chief visual component of a company's overall brand identity.
The logo appears on stationery, websites, business cards and advertising.

Paul wanted the logo to portray the special qualities of The Park, to remind customers of The Parks pioneering boutique
approach to the Indian hospitality market, and to emphasize that there was only brand with the history of The Park and
the commitment to providing extraordinary hotel experiences for its guests

NEW LOGO OPTIONS

Logo 1

Logo 2

Logo 3

Comprehensible
Impactful

Meaningful
Unique
Flexible

Recommendation : Logo 4
In homage to The Park being the place to be and be seen, the visual focus is on THE.
The revitalized design also emphasizes The Park's position as the original Park hotel in India.
Will add the element of consistency across the boutique hotels

Logo 4

PARKS COMPETITORS
Hotel Group

Brand positioning

Oberoi

Service, luxury and Quiet efficiency. Highly personalised service, care for customers

Taj

Authentic Experience, from landmarks, beach resorts to Rajput palaces. Traditional hospitality in a
refreshing new way

Starwood
- ITC Luxury
- The Meridien
-W

Authentic and enriching experience which capture experience of luxury as well as the place
Is about the art and the creative mind, audience who wants to learn something new
Cutting edge lifestyle set for exclusive and extraordinary experience, Destination inspired

Mariott
- JW Mariott
- Renessaince

Extraordinary experience clarity wellness and inspiration


Historic hotels, chic boutiques, luxurious resorts. Active lobby lounges, bars, restaurants

Hyatt
- Hyatt Regency
- Park Hyatt
- Grand Hyatt
Intercontinental
- Crowne plaza

Space to meet and space to get away


Each hotel is custom designed with original works of art , finest in culinary arts, sophistication and regional
character
Nothing but the best
Real sense of place, feel the connect, premium in every detail
Feel comfortable, energised and productive, good nights sleep feature

THE BOUTIQUE COMPETITORS


Devi resorts
Historical setting modern
interiors
Old and New
Culture and modernity
Craft and Design
Beautiful modern intetriors

Neemrana Non- Hotel Hotels


Indian Roots
Anti hotel
Romance Authenticity

VS

W Hotels

Bold
Fun
Flirty
Vivacious

INCONSISTENCY-KEY TO SUCCESS OR MISGUIDED


ABERRATION
KEY INFERENCES
As Landor found, The Park in all of its incarnations was consistently inconsistent
Each property of The Park was a separate brand in itself-works against building a single strong

brand
The inconsistency also comes from the very nature of boutique hotel model which entails a local

sense of the place

OUR OPINION
The heritage of The park group of hotels cannot be thrown away by opting for a one size fits all approach as it has
survived the test of time for half a century
Local flavour and its amalgamation with the atmosphere is everything that The Park had always promised and it
shouldnt shy away fro doing that
However it is important to bring in strict levels of consistency with regards to customer satisfaction of quality,
service and that unique experience which is unmatched by the Oberois, Hyatts and Tajs
The flamboyance of colours and exciting designs, ideas and themes can set apart the Park hotels

The group has the coolest restaurants and night clubs but customers there do no convert into an over night stay
The group should leverage on the chic ness, glamour and excitement of the nightclubs to draw customers to the
hotels

PROSPECTIVE LOCATION FOR PARK


Locations that can
be PARK should
consider
Gujarat

From exhibit 9

Pros
Presence of Branded hotels is less (2/10)
Tourist arrivals is good (14/20)

Tourist expenditure is higher (10/20) Higher than West Bengal Parks one of the prime
locations
Relative High effectiveness of Marketing campaigns
Relatively Higher GDP per capita
Road and infrastructure is good

Cons
High tax on luxury hotels
Low Aircraft movement

PROSPECTIVE LOCATION FOR PARK (CONTD.)


Locations that can
be PARK should
consider
Uttarakhand

From exhibit 9

Pros
Presence of Branded hotels is less (4/10)
Tourist arrivals is good (12/20)

Tourist expenditure is higher (15/20) Higher than West Bengal and Gujarat)
Relative High effectiveness of Marketing campaigns
Relatively Higher GDP per capita
High intangible aspects beauty of Uttrakhand can be highlighted through the uniqueness of
PARK

Cons
High tax on luxury hotels
Low Aircraft movement

Thank You