As part of IMC & E-Marketing Applications modules we where assigned to undertake the task of rebranding a current business of our choice. We decided on the Fairways Hotel in Dundalk Co Louth.
Our main objective was to rebrand and revitalise the establishment focusing closely on the development and creation of a new logo, slogan and website. The intended redevelopment is primarily to increase and maintain employment at the hotel, to produce competitive and value added products and services that potential and current clients will become to see and remember time and time again and increase profits.
First part of the task consisted of a situational analysis that examined the current core product, marketing and distribution techniques and competitive advantage in the market place. The analysis mainly examined the hotel through the use of a SWOT analysis.
We developed a strategic marketing system (communications mix) that included both an offline and online. We used six marking communications tools:
· Advertising
· Sales Promotion
· Direct Marketing
· Public Relations
· Personal Selling
· Cross/Up Selling
For offline, we decided to use traditional mediums such as news papers and business posts. For the implementation of online (E-Marketing applications) we used the SOSTAC model to assist us in indentifying and determining the perfect online mix.
The current and future target markets were assessed and indentified, we gave an outline of our main intentions and desired client base. We also defined the key facilities both present and post rebranding and focused on ways to improve.
We developed a system for the monitoring of the new communications mix. These included the use of KPI’s and Google analytics to measure the performance and effectiveness of the new mix.
Overall I really enjoyed doing this assignment and I learned about new and valuable techniques to rebrand a business and increase competitive advantage in the market place.
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