E-Marketing Decisions

for Elixir Resort

Presented by
Group 7

Product Decisions
ATTRIBUTES
25 Cottages of 3 Star type
Expedition and Experience with River rafting,
Snorkeling, Scuba diving, Island Expedition, Ayurvedic
massaging service and Spas
Pick up and Drop facility for guests

BENEFITS
Spending Quality time with Family Weekend retreat
Corporate Work, fun and Rejuvenation
Adventure Destination Refresh and Re-energize
amidst nature

Product Decisions

(Contd.)

Process Description
Enquiry Process
Bookings (Online & Offline)
Customer Visit (Experience based on
Package chosen)
Customer Feedback

E- Market Decisions
Customer Profile Descriptions:
Demographic
Income above 30K per month
Age 22-60 years (Segmented)
Corporate Clients (Small and
Mid-Sized)

Behavioral
Adventure Lovers & Enthusiasts
Busy individuals looking for some
Quality time with friends & family
Corporate Get-Away for clients
looking to refresh themselves,
weekend parties

Geographical Reach:

Nearby cities like Pune, Bangalore, Mumbai, Mangalore and other metros
and cities.

E- Branding Decisions
Name: ELIXIR Resorts
Value Propositions:
A complete package for clients/customers
A unique place for corporate where work can meet fun

Positioning Statement:
Indulge in the Pleasures of Nature
Logo Colors:
Colors of Nature Blue, Green and Brown
Slogan: Experience.. Enrich..Rejuvenate..
Price Levels: Moderate

E- Marketing Decisions
5 most important sentences:
Awaken your Sense Relax your Soul. LIVE Life.
An ambience which is visually stunning
Spend Days amidst Nature and Re-energise yourself
Exotic Massage Centres and Spas gives you a healthy
boost
Experience island expeditions and other activities like
Scuba diving, rafting and Snorkeling all at One Place

E- Marketing Decisions
Some imp. Elements on its website
Our Offers / Fresh offers
Logo and Slogan
Photos / Videos
Types of Cottages
Restaurants
Services and Facilities
Meetings and Events
Things to see
Unwind
Feedback
Contact us

E- Marketing Decisions
Type and Extent of Customer Interactivity.
Online booking of cottages with preferred view
TRAVEL Adviser feature on the Webpage
Constant Updates on Social Media Pages with Photos
and Events
Customer Engagement through polls and contests on
the Social Media and Webpage
Online Feedback

How to Promote
Media Options:

Print Media (Magazines & Newspapers)

TVC (TravellEx HD, News Channels, Other popular channels)
Hoardings at Major Airports and highways
Social Media Facebook, Twitter, Youtube, LinkedIn, Pinterest

Content:
Experience Paradise amidst Nature
A Perfect Get-Away for you and your Family
You like Adventure and Fun..?? We have it all for you

Duration: Continuous, varying based on Seasons.

How to make it available to the

Market ?
Intermediaries:
Agents (Online and Offline)

Terms and Conditions:

Refund policy
Booking policy
Copyright
Your Use
Liability
Specific Warnings

Revenue Model

Cost Heads
Cost Heads
Receptionists
Waiters
House keeping
Boat Operator
Guides
Spa therapist
Guards
Boat Maintenance and
Operational cost
Electricity
Total per month
Total per year
E-marketing cost

Amount (Rs)
80000
120000
90000
8000
8000
18000
32000
4200
35000
360200
4322400
415071

Rs 47,37,471

Packages
Package

Small Cottage (Rs)

Large Cottage (Rs)

Healthy Living

9,650

12,150

Nature Connect

17,350

19,850

Corporate

18,600

21,100

Sales and Revenue

Off Season 240 days (40%), peak season 125 days
(80%)
Health package- 35%
Nature Connect- 40%
Corporate- 25%
Revenue 1st year- Rs 63,57,260/ Profit Margin=25%

Revenue Calculations

Microsoft Office
Excel Worksheet

Monitoring Effectiveness
Key Performance Indicators:
Cost per lead
Online Marketing ROI
Traffic to Lead Ratio
Lead to Customer ratio
Social Media Reach
Organic Search

E- Marketing Decisions
Marketing Objective:

Identification of Target Segment

Increase Reach & Awareness in the Target Segment
Position the service as a complete package
Pricing and Advertising
Introduce Loyalty Programs
Improve Customer Satisfaction

Sales Objective for Year 1: Rs. 60 Lacs

Thank you..!!

The Future of Business is

Social
- Barry Libert
Author of Social Nation
CEO, Mzinga