Emotional Product Positioning

Oct 8th, 2013
Price: $15 USD

Question description

You have been hired as a marketing troubleshooter for a previously prosperous hotel in the center of Paris, theJardin 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.


Tutor Answer

(Top Tutor) Daniel C.
School: UIUC

Studypool has helped 1,244,100 students

Review from our student for this Answer

Oct 9th, 2013
"Goes above and beyond expectations !"
Ask your homework questions. Receive quality answers!

Type your question here (or upload an image)

1828 tutors are online

Brown University

1271 Tutors

California Institute of Technology

2131 Tutors

Carnegie Mellon University

982 Tutors

Columbia University

1256 Tutors

Dartmouth University

2113 Tutors

Emory University

2279 Tutors

Harvard University

599 Tutors

Massachusetts Institute of Technology

2319 Tutors

New York University

1645 Tutors

Notre Dam University

1911 Tutors

Oklahoma University

2122 Tutors

Pennsylvania State University

932 Tutors

Princeton University

1211 Tutors

Stanford University

983 Tutors

University of California

1282 Tutors

Oxford University

123 Tutors

Yale University

2325 Tutors