Emotional Product Positioning
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 establishment is 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. In terms of positioning this market offering, where do you think the problem/challenge 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 list 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. Respond to at least two of your classmates’ postings.
http://www.jardindevilliers.com/en/home.htm
two pages each page 300 words
The textbook I use is the one below, ensure also to include other references (two more) ensure to have in text citation.
Walker Jr., O. C., & Mullins, J. W. (2011).Marketing strategy: A decision-focused approach(7thed.). Boston, MA: McGraw-Hill Irwin.
APA formatting, ensure to use subtitles for the work to make readable and understandable.
Ensure quality, with no grammar errors.
………………………….Answer preview……………………….
In this competitive times, when no single company can brag about been a monopoly, it is critical that business, both small and large adopt a marketing strategy that enables them attract the target market as well as improve their brand image so as to stay ahead of the competitors. It is for this reason that product position has become such a popular formula in marketing………………………………….
APA
818 words