A presentation that we did for a Pune guest house by the name Silver Crest. Feedback is appreciated.

1. SILVER CREST GUESTHOUSE
A CASE STUDY
1
ADVERTISING MANAGEMENT ASSIGNMENT | SEMESTER III, BATCH 2013 | SYMBIOSIS INSTITUTE OF MEDIA AND COMMUNICATION (UG)

2. ‘THOUGHT JACUZZI’
AVANI RAJESH (472)
ALINA GUFRAN (438)
KUNAL PANDEY (440)
SHALAKA DESAI (430)
ABHINANDAN KS (414)
ADVERTISING MANAGEMENT II
COMMUNICATION MANAGEMENT
SEMESTER III
SYMBIOSIS INSTITUTE OF MEDIA AND COMMUNICATION (UG)
PUNE, MH
2

3. Table of contents
Biography ……………………………………………………………….. 4
Silver Crest Today…………………………………...……………….…… 5
• 5 Cs
• Company
• Category
• Customer
T
• Consumer
• Competition
• SWOT Analysis
• Silver Crest
• Competition
• Target Audience & Current Market Situation
• Market Research
•
•
Market Analysis
Questionnaires
TOC
• Results
Why Thought Jacuzzi should step in ………………………………………..... 17
……………………………………………………...
‘Refresh Silver Crest’ 18
• Print Advertisements
• Collateral 3

4. Biography
What is Silver Crest? Why Silver Crest?
Silver Crest is a standalone corporate Silver Crest emphasizes on space and its
condominium in Viman Nagar, Pune guests revel in the spaciousness of each
promoted by Raana Hospitality Pvt. Ltd, apartment contrary to the confined spaces in
where each guest is delighted by clean, well hotel rooms. All the apartments are
B
maintained apartments and a friendly staff. furnished in different themes in English
countryside, Oriental, Italian and
It was founded in 2009 to serve as service Contemporary, thus giving guests the
apartments but was soon converted into a flexibility to choose their ambience.
guesthouse catering only to corporate
professionals. Suitable for guests staying for longer
duration, the guesthouse pantry is well
equipped to allow our guests the flexibility of
cooking their own meals or enjoy the taste of
BIO
home-made food in the dining room.
Centrally situated with proximity to the
airport, railway station, hospitals, malls and
multiplexes Silver Crest delivers its guests
experience for less money than other limited
service hotels.
4

5. Silver Crest Today
The 5 Cs
COMPANY
5
CATEGORY CUSTOMER
SILVER HOSPITALITY CORPORATE
SECTOR ORGANIZATIONS
CREST
CONSUMER
CORPORATE
PROFESSIONALS
COMPETITION
HOTELS, FLY-BY-
NIGHT
5Cs
OPERATORS
5

6. COMPANY
Homely atmosphere
No rent on hourly basis
Rates: One person - INR 1500/night
Two persons – INR 1800/night
No service tax on food; Complimentary
breakfast
Enjoy 100% customer retention
6

7. CATEGORY
Hospitality sector
Positioned as a Corporate Guesthouse
7

8. CUSTOMER
Clientele includes Ford, TATA, L&T,
Symbiosis and IBM.
October, recruitment time for corporates
brings in max. visitors
8

9. CONSUMER
Comprises of Corporate professionals
Free pick-up and drop services
Free internet service
Lunch and dinner on the individual’s
expense
No added charge on room service
9

10. COMPETITION
Hotels: Ibis
Elite Suites
Living Water Service Apartments
IPRASS Apartments
Alcove Service Apartments
Fly-by-night Operators: Brokers,
Housewives, etc.
10

11. 1. SWOT ANALYSIS – SILVER CREST
STRENGTHS WEAKNESSES
Silver Crest is located within close proximity to
the airport, ideal for those on a short business
trip.
Their tariff range sets them in the affordable
and cost effective set with their target
audience, businesses and corporate, making
Silver Crest lacks variation in room sizes.
No pick-up and drop facility
Lack of communication collaterals, with the
exception of brochures (which are
unfortunately, out-dated)
S
W
them the more favoured choice over
competitors. Lunch and dinner have to be availed at (extra)
expense on the visitor’s part.
Corporate tie up with companies as well as the
Symbiosis University, within the same locality. Stand-alone building in the locality.
Convenient for parents visiting their children.
Need to improve all forms of external
Best of all: They enjoy 100% customer communiqué, especially the website
retention.
11

12. O
OPPORTUNITIES THREATS
Growing IT sector, with the emergence of an IT Growing competition, willing to lower their prices
park in the same and also surrounding areas
brings with it a growing need to accommodate Relies heavily on word of mouth publicity, while
visiting professionals. other competitors have adopted more noticeable
means of communication
Silver Crest is a promising venture. It has the
T
potential to expand to other cities. Complete loss of the market segment of
‘individuals’
Cheaper air fares to Pune means more people will
fly in.
12

13. 2. SWOT Analysis – Competitors
STRENGTHS WEAKNESSES
The Elite Suites The Elite Suites
The hotel is located in close proximity to the Expensive and far from the airport.
airport with a variety of rooms and tariffs
available. Ibis
Expensive, grand with an imposing ambience.
Ibis Thus, cannot with compromise with price
Greater appeal, and a large number of rooms to compete.
means availability without booking is
easy. Living Waters Service Apartments
New entrant in an expanding market.
Living Waters Service Apartments
This building is situated well inside the city. IPRASS Service Apartments
Although a little far from the airport, it Situated further away from the airport than it’s
enjoys the luxury of having several malls competitors.
and restaurants around.
Alcove Service Apartments
IPRASS Service Apartments Priced high. It’s Pune branch is a lesser known
The hotel boasts of big clients in its dossier and cousin to big branches in other cities.
is known for its no frills and good service.
Alcove Service Apartments
Another hotel that boasts of a fancy clientele.
13

14. OPPORTUNITIES THREATS
The Elite Suites The Elite Suites
Caters to corporate professionals and Too expensive for a service apartment.
regular visitors alike.
Ibis
Ibis Several buildings around the hotel sport the
Ibis has shown a tendency to bring down striking resemblance to Ibis’ architecture.
prices to get ahead of competition.
Living Waters Service Apartments
Living Waters Service Apartments Latest entrant in a highly competitive market..
Service apartments that merge luxury with
affordability. IPRASS Service Apartments
IPRASS Service Apartments
Well known in the local circuit. Holds an Alcove Service Apartments
edge if it comes to tapping local Will turn away cost-conscious consumers.
corporate companies.
Alcove Service Apartments
Can ride on the popularity of its other
branches and emerge on top.
14

15. 3. Target Audience & Current Market Situation
Target Market Current Market Situation
Silver Crest is targeted predominantly at The hospitality industry, is growing at a fast
companies and organizations having a well- rate and reached INR 826.76 billion by
established network. 2010. It is estimated that till the next two years
70,000 - 80,000 rooms will be added across
*
Silver Crest is not targeted towards individuals, different categories throughout the country.
couples, tourists and other groups of people if There is a shortage of 100,000 guest rooms
they are not representing an organization. short in the country.
They also have a tie up with the Symbiosis While the industry largely depends on business
colleges in the Viman Nagar campus. These travellers, tourist traffic is also on the rise.
colleges often have students coming in from Demand normally spurts in the peak season
different parts of the country and also outside. between November and March.
Silver Crest targets their parents and relatives
who visit them often, with excellent facilities High capital costs, poor infrastructure facilities
and reasonable rates. and scarcity of land especially in the metros
are a few drawbacks of the industry.
Bargaining power of suppliers is limited due to
stiff competition, especially in the metros.
15

16. 4. Questionnaires
1. QUESTIONNAIRE ONE 2. QUESTIONNAIRE TWO
Name Name
Place Place
Email Email
Occupation Occupation
?
1. When you go out of station, which of the 1. How would you rate our hospitality on the
following do you opt for? (Guest- whole? (Excellent/Good/Fair/Needs review)
house/Hotel/Others)
2. Your opinion on the standards of
2. Do you visit Pune often? (Y/N) • Cleanliness (E/G/F/N)
• Comfort (E/G/F/N)
3. When in Pune, do you require a • Décor (E/G/F/N)
guesthouse? (Y/N) • Bathroom & Amenities (E/G/F/N)
• Linen (E/G/F/N)
4. How much are you willing to pay for
accommodation per day? (Under INR 3. Your opinion on the
1000/INR 1000-2000/Above INR 2000) • House-keeping (E/G/F/N)
• Caretaking (E/G/F/N)
5. Have you heard of Silver Crest? (Y/N) • In-house Food (E/G/F/N)
The following survey was conducted with a 4. Comments/Suggestions
sample space of 46 people. It was
distributed among general public in Viman Above is the customer feedback form made for
Nagar, Pune. the client.
16

17. 5. Results
QUESTIONNAIRE ONE
1. When you go out of station, which of the
following do you opt for?
Guesthouse – 7 (15.21%)
X
Hotels – 18 (39.13%)
Others – (45.65%)
2. Do you visit Pune often? (Y/N)
Yes – 33 (71.73%)
No – 13 (28.26%)
3. When in Pune, do you require a guesthouse?
(Y/N)
Yes – 6 (13.04%)
No – 40 (86.96%)
4. Have you heard of Silver Crest? (Y/N)
Yes – 16 (34.78%)
No – 30 (65.21%)
17

18. Why Thought Jacuzzi Should Step In
Silver Crest is a brand that has previously Silver Crest’s current repertoire includes
invested in negligible advertising. Thought mostly IT-based companies based in and
Jacuzzi views the brand as potential around Pune. They also have a number of
trendsetters in terms of the quality of the out station clients and the occupancy figures
experience they offer. The USP of the brand have been constant at around 40-60% per
is revealed at the stage where a convenient annum. While these figures are satisfactory,
!
business-to-business venture combines with Silver Crest steps in to target potential
a comfortable homely stay. clients. Working on a strict corporate clients
only policy, Silver Crest would benefit from
‘They’ve got the experience, we’ve got the investing in the following advertising
strategy’ is the mantra Thought Jacuzzi approaches:
approaches the brand with. Keeping in mind
their demographic target audience, Thought Refresh Silver Crest: Branding material
Jacuzzi has devised a communication (stationary, miscellaneous, etc.)
strategy to deliver to both potential and Print Advertisements in Domestic In-Flight
existing customers to imprint a lasting magazines such as Swagat (Air India),
impression. Combining elements of basic SpiceRoute (Spice Jet), etc.
branding to strategic advertising, we hope to
cover the basics with the strategy we have in BTL activities (tie up with Trade Fare, Pune)
mind. Thought Jacuzzi hopes to revitalize the brand
as a part of their outreach program to
consolidate and enhance their current
communication strategy to reach the desired
target audience.
18

19. ‘Refresh Silver Crest’
The LOGO
Even after three years of establishment,
Silver Crest Guesthouse does not have a
logo. Above is the logo designed for the
F5
client.
It was designed keeping in mind Silver
Crest’s promise of providing a homely feel
even on a business trip.
19

20. Branding articles
Glasses and Napkins
20

21. 21

22. Creating Collateral
Letterheads
22

23. Branding Stationery
Notepads, Paper weights,
Visiting Cards
23

24. 24

25. Print Ads for in-flight magazines
25

26. 26

27. THE END
SINCERE THANKS TO MRS. NANDITA KHAIRE
27