MARKETING STRATEGY

THE REVERIE SAIGON HOTEL

22 - 36 Nguyen Hue Boulevard & 57 - 69F Dong Khoi Street, District 1, Ho Chi Minh City, Vietnam
www.thereveriesaigon.com
INDEX

u  INTRODUCTION
u  MARKETING STRATEGY
ü  Target Market (Marketing Mix – 7P)
ü  Market Segmentation
u  MARKETING PLAN
ü  SWOT-analysis
ü  Setting Goals / Marketing Objectives
ü  Action Plan & Financial Details

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INTRODUCTION

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 INTRODUCTION
The Reverie Saigon grand open in 2015 after having undergone a seven-year build from the ground-up as part of
the landmark Times Square Building in the heart of prestigious Ho Chi Minh City.
The hotel would also be a symbol of Vietnam’s rapid development and its ability to embrace the unknown
wholeheartly as it speeds towards modernity with all of its hopes and ambitions, brimming with endless potential.

Designed with the discerning traveller in

mind, works by some of Italy’s most
aclaimed brands were brought together to
present an eclectic, yet complementary
array of interior design styles marked by
one common thread – a celebration of the
exceptional skill and beauty behind Italian
artistry and craftsmanship. Paired with
luxurious facilities and amenities, the
experience of seasoned hoteliers and the
warmth of distinctly Vietnamese hospitality,
this is The Reverie Saigon.

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MARKETING STRATEGY Target Market (Marketing Mix – 7P)

PRODUCTS

PHYSICAL
EVIDENCE PRICE

MARKETING
MIX
PROCESS PLACE

PEOPLE PROMOTION

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MARKETING STRATEGY Target Market (Marketing Mix – 7P)

1 - PRODUCTS
The Reverie SaiGon Hotel has full service, includes: meeting, wedding, banquet facilities, special event
services, restaurants, bar, club, spa, fitness center, swimming pools and other services. Core product is hotel
rooms and Apartment, that customers stay in for a specific period of time.

Room Apartment Meetings & Conferences

•  Deluxe Room •  Classic Apartment (1bedroom) •  La Scala Ballroom

•  Grand Deluxe Room •  Moderm Apartment (1bedroom) •  San Carlo Rooms
•  Panorama Deluxe Room •  Moderm Apartment (2bedrooms) •  Jade Amber Rooms
•  Liberty Apartment (1bedroom)
•  Liberty Apartment (2bedrooms)

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MARKETING STRATEGY
1 - PRODUCTS
Weddings & Special Events
•  La Scala ballroom
•  San Carlo room
•  the twin Jade Amber
rooms
•  dedicated boardrooms
Marketing Strategy The Reverie Saigon Hotel
Target Market (Marketing Mix – 7P)
Restaurant & Café Spa - Fitness center
•  Spa & Beauty Treatments
•  Café Cardinal •  Hair & Beauty Salon
•  The Royal Pavilion •  Rervices & Facilitions
Restaurant
•  Fitness Center & Pool
•  At The Long @ Times
Square Restaurant
•  The Deli Restauran
•  R&J Bar
•  Signature Club
- Slide 7 - 03/01/18
MARKETING STRATEGY Target Market (Marketing Mix – 7P)

2 - PRICE
The hotel products like Guest rooms, Food and beverage menu, etc... are not priced competitively then the
potential guest may reject the use of hotel services.
The hotel room rates are defined as per the season:
¨  Peak Season (January, June, July, August, December)
¤  This is the period when demand for a hotel and its services is highest and the hotel can charge the highest prices to the
guest.
¨  Valley Season / Off Season (February, March, October, November)
¤  This is the time of the year with the lowest demand for rooms. Hotels generally offer the reduced rates and packages
eg: Stay for 3 and pay for 2 nights, Discounted Package rates etc.
¨  Shoulder Season (April, May, September)
¤  This period falls between peak season and off season.
¤  This time is considered as the best time to attract new business as the rooms are available and a medium or highest
rates can be charged.
¤  Also the sales and marketing activities should be the highest during this period.

Prices are being charged according to the facilities. Starting from USD 800 to USD17.000 and the charges
vary. Therefore, the hotel may apply Discounts off as the time of stay follows:
¤  3 room nights – 10% off
¤  4room nights – 15% off
¤  5 – 20 room nights – 20% off

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MARKETING STRATEGY Target Market (Marketing Mix – 7P)

3 - PLACE

Target Marketing Key Characteristics Target Marketing Key Characteristics

for Vietnam Domestic Guests: for International Guests:

Western Europe, America, Asia, Australia

Corporations, Company Business
and Canada,…

The International Travel Agent Multinational Companies

Business-human, Merchants, Rich people Business-human, Merchants, Rich people

Famous People (singer, actor, model,…) Traveler

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MARKETING STRATEGY Target Market (Marketing Mix – 7P)

3 - PLACE
Methods or channels:

•  Sales through the hotel sales team

•  Personal telephone calls
•  Online pay per click or Banner Advertisements (Google ads, Facebook ads etc.)
•  Printed media Advertisements
•  Other Media Advertisements
•  Hotel Website Booking System (WBS)
•  Global distribution system (GDS)

•  Travel Agents
•  Event Planners
•  Online Travel Agents (Expeida, booking.com, Agoda etc.)
•  Online Travel portals ( Trip Advisor, HotelIQ etc.)
•  Independent hotel representative.

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MARKETING STRATEGY Target Market (Marketing Mix – 7P)

4 - PROMOTION
Promotion is the way hotels communicate to target customers.
Some promotions and communication channels:
¨  Brochures
Some of Sales Promotion:
¨  Television commercials

¨  Hotel Websites
Breakfast-inclusive
¨  Twitter Channel Transfer-inclusive
¨  Facebook Page Saigon compliments
¨  Google + Page Stay-3-pay-2
¨  Hotel pens & pencils
Celebrate a season
¨  Scratch pads with hotel logo
Haute ho chi minh
¨  Billboards
Cruising Saigon
¨  TV Commercials
Pearls of Saigon
¨  …
…

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MARKETING STRATEGY Target Market (Marketing Mix – 7P)

5 - PEOPLE
•  Managers
•  Assistants for guests
•  Receptionist
•  Waiter
Relationships Customers •  Security
•  Room Service Staff
•  Other Service Staff
•  Bell boys
Roles & •  Laundry servicemen
Employees
Scripts •  Butlers
•  Cleaners
•  Chefs
Social •  Etc…
interactions

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MARKETING STRATEGY Target Market (Marketing Mix – 7P)

5 - PROCESS

Service Design

•  Hotel lobby
•  Phone
•  Nice music
Operational •  Restaurant
Standardization
Efficiency
•  Conference Room
•  Before & after sale service
•  …

Customization

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MARKETING STRATEGY Target Market (Marketing Mix – 7P)

7 - PHYSICAL EVIDENCE

Facilities, Service process is the way in

Symbols which a service is delivered to
equipment
the end customer.
 
•  Guest booking
•  Check in
•  Stay in hotel
Signage Uniforms •  Consuming services
•  Payment
•  Check out
•  …
Artefacts

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 MARKETING PLAN SWOT-ANALYSIS

STRENGTHS WEAKNESSES
The only hotel in Vietnam named in the list of “50 Best Hotels in Most bosses of other hotels aren't enough operation experience
the World” due on hotel business.
Level of luxury previously unseen in HCMC Lack of management experience and method
Advantageous geographic position Too many services can tarnish their reputation if they only focus
on the quantity and not the quality.
Favorable reputation, offering high-quality services
Feasible price level
Good management and qualified personnel
Convenient transportation

OPPORTUNITIES
Some hotels are too old so that they need to be rebuilt
The absence of low cost brands in the group allows Hotels to have
a strong image of quality.
THREATS
The location of the hotel makes the competition higher as
several other famous hotel brands are settled in the same area.
The brand inspires so much confidence that they hardly can fail
or make a mistake; otherwise it will destroy their reputation.
They always have to be at the top....
In case of economic crisis, people tend to save money and
choose rather low cost hotels.

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MARKETING PLAN SETTING GOALS / MARKETING OBJECTIVES

SHORT-TERM GOALS

•  Combination feasible price with high-quality service together is in order to attract more customers.
Customers can feel better service with reasonable price, and they will come to stay in Hotel again and
again, and don’t want to change to another hotel. 10 % increasing in sales and 30 % increasing in profit.

•  Establish good customer relationships and maintain steady customer relationships. The objectives are to
make Hotel be more attractive to customers, and insure Hotel’s revenue.

LONG-TERM GOALS

•  Hotel will re-set up its own website so that customers are able to make booking of the room from the
internet, and they can also pay for the room online.

•  Hotel will make advertising on internet. Nowadays, internet is getting more and more popular within
people. More and more people can get familiar with Hotel, and there will be a message board, thus
customers are able to leave a message after staying in Hotel.

•  Hotel is going to print brochures, advertize on magazines, and carry out personal selling to increase its
reputation so as to make more people known Hotel and had interest in staying in Hotel.

•  The long-term goals are to raise the image of Hotel and enlarge the reputation so that Hotel is able to
occupy most of the market

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MARKETING PLAN ACTION PLAN & FINANCIAL DETAILS

Quarter 1 Quarter 2 Quarter 3 Quarter 4

Timeline & Items Finacial Details (1.000 Comment
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec. USD)
Season & Event $116.000,00
Spring $15.000,00 3 months
Summer $15.000,00 3 months
Auturm $15.000,00 3 months
Winter $15.000,00 3 months
Sale Event $20.000,00 4 months
PromoHonal Event $36.000,00 6 months
NaEonal MarkeEng $104.000,00
Banner Ads $24.000,00 all Hme
Collateral Items $40.000,00 4 months
Tradeshows $40.000,00 4 months
Local MarkeEng $84.000,00
Newspaper $24.000,00 6 months
In-store MarkeHng $36.000,00 5 months
Billboard $24.000,00 all Hme
Public RelaEons $190.000,00
Events $50.000,00 5 months
Sponsorships $80.000,00 8 months
Magazine $24.000,00 6 months
Press Releases $36.000,00 6 months
Social Media $48.000,00
Facebook $12.000,00 6 months
Twitler $12.000,00 6 months
Intagrams $12.000,00 6 months
Printerest $12.000,00 6 months
Others $58.000,00
TOTAL $600.000,00

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 It’s not anything like you’ve ever experienced before – just like the
destination.

THANKS FOR LISTENING

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