You have been hired as a marketing troubleshooter for a prev

You have been hired as a marketing troubleshooter for a previously prosperous hotel in the center of Paris, the Jardin de Villiers. The hotel has been suffering a decline in guest registrations and revenues for several years. You have examine the books and property and concluded that the location of the establishmentis not the problem and the opportunity for a successful business enterprise is still there. The problem is the marketing, which begins with a clear definition of customer segment and an appropriate differentiation, followed by artful positioning to support price strategy. Study the website promotion of Jardin de Villiers. In terms of positioning this market offering, where do you think the problem/chalenges lies? What image does the marketing mix seem to project? How would you position the hotel? Get beyond clean sheets and free continental breakfast. Conduct a brief internet research on the competition. Then pose a tentative direction for your positioning strategy. Make a lis of emotive and affective qualities, and tease potential guests with potential surprises just over the rainbow, the rainbow they can\'t express. Express it for them. Propose a unique mental image for the hotel. Estimate a tentative cost for your plan

Solution

The Paris hotel, the Jardin de Villiers, seems to be in a romantic setting where guests
can enjoy all the sites of the city they would like to, within a short distance. Whereas there are several
different market segments this business can target, it does not seem to target any
specific segment and does not capitalize on its strong features. The photos are dull and are
unable to capture the real beauty of the building and facilities it offers. Showing a tastefully
decorated bed and a few pieces of art do little to attract visitors.

Also, the hotel web site is written in a dull tone
This appears to equalize a quiet setting with comfort, rather than taking advantage of its location in
the heart of all the action. This description is more apt for a country inn, rather than a
hotel in the heart of a very spectacular city, where tourists come from
across the world. The contemporary décor shown in the images, with its urban touch, gives quite a
contrasting picture to the description of a place to enjoy peace and quiet. The only market
segment that may be enticed to the hotel is the business traveler, who actually requires quiet after a
long day and is less interested with the sights and action within close distance. The hotel
seems to be trying to position itself as a stay for business travelers and a few
eclectic art lovers. It is unable to position itself as a major facility in the heart of the city,
competing with large hotel chains and the upscale establishments with classic construction and
elegant décor.