2.

0 The Target Market

2.1 The Ideal Customer

This ideal customer has the ability to spend money for the luxuries of life that any city
has to present. This customer has to experience convenience, satisfaction, relaxation, and
surprising level of luxury and service. It is righteous to give this person a good break after
maybe some tiresome jobs at work. We want to make sure that this customer is very well
contented with our services and makes him come back on his another break.
When in a business trip, this customer has to be treated very welcomed and respected
and greeted by name by the second day of his stay. This customer needs a good security, good
room service, and to enjoy the finest butler service. A butler service that can ensure the
customer will have a great stay. For a prosperous clientele, we would be glad to be of service.
He would not regret it that he chose Pan Pacific Hotel as the exact place to unwind.
First step at the hotel, this customer would feel very welcome already. Being assisted all
throughout and not feeling of being out of place. This customer would feel like at home, like
royalty. Our finest butler service alone can give a warm feeling to our clientele. We do believe
that they appreciate our ability to anticipate their needs and wants enthusiastically. We would
give them a service like no other had expected.

2.2 Market Description

 Ages 30-60
 Business trips
 Able to spend for the luxuries of life and enjoy
 Professional career, income over PHP 100,000-PHP 1 million
2.3 Market Segment

3.0 Positioning the Market

3.1 Remarkable Difference

Pan Pacific Hotel is one of the most well-known luxury hotels in Manila, having rooms
that are spacious and technologically advanced. Every bedroom incorporates unique features
that create an environment that is efficiently luxurious but casually elegant. The unique and
finest butler service that they offer makes your comfort in a whole new level of care and
attentive service.

3.2 Differentiators

Pan Pacific Hotel, although is being surrounded by many different hotels is still
outstanding just by being the way it is. But we make sure that we would not drop the standards
and maintain the top image of our hotel by focusing on our strongest features, namely:

 One of the most outstanding features they offer is the separate bathtub, shower
cubicle, television and a sliding wall that opens the bathroom into the bedroom.
 The unique and finest butler service. It is 24 hours available.
 Fresh fruit, personal welcome note from the customer service manager to make the
customer feel very welcomed.
 Chocolates on the bedside table everyday.

3.3 Core Strategy

 The core strategy of Pan Pacific Hotel is to give our clientele the finest service we can
give during his moment in time of taking a break. As much as possible, we would do our best to
satisfy our clientele with to the extent of our service. We already assume ourselves that these
people are having all the time in the world for relaxation. We feel the utmost obligation to be of
assistance to them most of the time. These people are also needing and wanting to see some
excellent and hearth-warming hospitality from us and we do not want to let them down. They
would experience a luxury of a lifetime here at Pan Pacific Hotel.
3.4 Core Branding Elements

Situated in the center of the vibrant Adriatico Entertainment District, in the heart of the
"Spanish Quarter" of Manila Bay and the main financial district a mere 3 kilometers (1.9 miles)
away makes the Pan Pacific Manila an ideal location for both business and leisure travelers.
Spacious and technologically advanced, every bedroom at The Pan Pacific Manila incorporates
many unique features that have created an environment that is efficient yet casually elegant
and distinctive features to be discovered in a room that exceeds expectations.

To compliment the rooms, a level of caring and attentive service that sets new standards
is provided by your team of butlers, of course. Complimentary laundry service, complimentary
suit pressing service on arrival, and butler service to all rooms. Our superb team of butlers has
been trained to focus their skills on anticipating the needs of guests in residence. They are
available anytime, day or night, to provide an unparalleled level of impeccable service.

Our health and fitness spa is one of Manila's largest and most comprehensive facilities,
and provides the ultimate relaxation experience. Be pampered with an extensive range of
beauty treatments in the spa, ranging from aromatherapy to a stress releasing massage or relax
beside our tropically landscaped free form pool or in the outdoor Jacuzzi.
3.5 Product Information

Rooms and Suites

Pamper yourself and unwind with our deluxe bath amenities. And whenever there’s business to
get done, connect with broadband Internet access. Expect an exclusive experience with the
legendary ‘Butler Service’ at our five star hotel in Manila on hand to attend to all your need.
Rooms
Superior Room

Sink into a city view room with king-size bed in an expansive 34-square-meter average
sized Superior King Room or in a city view room with two twin beds in a spacious 39 square-
meter Superior Twin Room, with king size goose down feather pillows (other types available).

Then, wake up to your daily supply of local newspaper, 2 bottles of mineral water and
turndown service.  Shoeshine, and wake up call service, with your choice of coffee or tea are
available upon request.  Also readily available for you, free of charge, are amenities like power
converters, iron and ironing board.
Deluxe Room

Your choice of King bed at 44 square-meters, or Twin beds at 41 square-meters. All guests
receive daily local newspaper, 2 bottles of mineral water and turndown service.  Shoeshine, and
wake up call service, with your choice of coffee or tea are available upon request.  Also readily
available for you, free of charge, are amenities like power converters

 Added room features:

 Several rooms have wall sliding doors that open the bathroom into the bedroom
 Facsimile

 Iron and ironing board  

 Luggage rack

Executive Room
All our Executive Rooms are located on high floors, affording you with expansive views of the
city.  Your choice of King bed at 49 square-meters or a Twin Room with twin beds at 42 square-
meters.  All guests receive daily local newspaper, 2 bottles of mineral water and turndown
service.  Shoeshine, and wake up call service, with your choice of coffee or tea are available
upon request.  Also readily available for you, free of charge, are amenities like power
converters.

Added room features:  

 Wall sliding doors that open the bathroom into the bedroom
 Facsimile
 Iron and ironing board
 Luggage rack

Suites
Executive King Suite

The Executive King Suite offers the privacy and comfort of a fully-serviced living accommodation
in a 127 square-meter room overlooking the City and Manila Bay.  It has a bedroom with a king-
size bed, a living room, a dining area that can seat eight (8) people, and a kitchen equipped with
a gas range and refrigerator.  The room can connect to a Pacific King Room to make it a 2-
bedroom suite, or to a Superior Twin Room to make it a 3-bedroom suite.  

All rooms are equipped with coffee and tea making facilities. Three (3) telephone units,
including a 2-line phone at the work desk and a separate luggage store room, all make up the
home-like comforts we are prepared to give you.

Added room features:

 Mini kitchen with appliances (stove with oven, refrigerator, complete set of chinaware,
silverware and glasses)
  Dining table that can seat eight (8) people

 Special fixtures, bedding and linen

 Spacious living and dining room

 Separate powder room

 Special lighting fixtures with dimmer

 Steam bath

Deluxe King Suite

The Deluxe Suite offers the privacy and comfort of a fully-serviced living accommodation.   It
has a bedroom with a king-size bed, a living room and a dining area at an expansive 86 square-
meter area overlooking the city and Manila bay.    All rooms are equipped with coffee and tea
making facilities.  The television is enclosed in a built-in armoire.  4 telephone units, including a
wireless telephone and a 2-line phone at the work desk, a connecting door to a separate Pacific
King Room and a separate luggage room all make up your stay.

 Added room features:

 Separate living and dining room 

 Living area has sofa set and its own TV 

 Wall sliding doors that open the bathroom into the bedroom

 Luggage storeroom 

 Additional wireless telephone unit

 Steam bath
Presidential Suite

At 178 square meters, the Presidential Suite has a Master’s Bedroom, a guestroom, a living
room, a dining area that can seat eight (8) people, and a kitchen equipped with gas range and
refrigerator.

The stylishly elegant Master’s Bedroom has floor-to-ceiling glass windows that offer a
breathtaking view of the city, a mini walk-in closet, a vanity area, and a spacious bathroom that
offers his and her bathroom fixtures, steam bath and a bathtub that operates as a Jacuzzi. 

The guestroom is also fully-equipped with a television, mini component system and facsimile. It
has its own bathroom with a separate bathtub and shower cubicle. 

Added room features:

 One master bedroom and one guest room (both with king-size beds and separate toilets
and baths) 
 His and her bathroom fixtures for the master’s bathroom (two basins and two toilets)

 Jacuzzi in the master’s bathroom with view of the city and the bay

 Walk-in closet in the master bedroom

 Spacious kitchen with appliances (microwave, stove with oven, refrigerator, complete
set of chinaware, silverware and glasses) 

  Bigger sofa set 

 Television in the master bedroom and living and dining rooms

 Can connect to an Executive King Room

 Spacious living and dining rooms

  Dining table that seats eight (8) persons

 Special fixtures, bedding and linen

 Special lighting fixtures with dimmer

 Separate powder room

Pacific club
Pacific King Room

Sink into a king-size bed amidst king size goose down feather pillows (other types available) in
the most spacious 52 square-meter room in the hotel.  This thoroughly considered room can be
connected to a Deluxe King Suite and / or Superior Room with two double beds.  Then, wake up
to your daily supply of newspaper, 2 bottles of mineral water and turndown service.  Shoeshine,
and wake up call service, with your choice of coffee or tea are available upon request.  Also
readily available for you, free of charge, are amenities like power converters. 

Added room features:

 Corner room
 Very spacious bathroom

 Bathtub with view of the city and the bay

 Can connect to a Deluxe King Suite and / or Superior Twin Room

 Facsimile

 Iron and Ironing board

  Luggage rack

Pacific King Suite

At 61 square-meters, the Pacific King Suite has a bedroom with a king-size bed and separate
living room.  The bathroom has a wall sliding door to access the bedroom.  All guests receive
daily local newspaper, 2 bottles of mineral water and turndown service.  Shoeshine and wake-
up call service, free of charge, are amenities like power converters.

Added room features:

 Separate office with sofa and its own TV

 Wall sliding doors that open the bathroom into the bedroom

 Iron and ironing board

 Luggage rack

Restaurants and Bars

Manila’s premier culinary destination, here’s where you will experience four levels of sheer
gastronomic pleasure and adventure.
Pacific Lounge

Encompassing the top floor of the hotel, the Pacific Lounge is the ultimate luxury lounge
with a spectacular view of the city spread below or the stunning sunsets over Manila Bay,
afforded by floor-to-ceiling glass walls that lovingly wrap the lounge. International and national
à la carte selection is served during lunch, for snacks and dinner.

Facilities, spread over 12,000 square feet, include meeting areas (complimentary use to
registered guests), a separate lounge, dining area and bar and a rooftop garden with gazebo.
The mood is business and professional by day, relaxed and sultry at night, it is the perfect venue
to end a day.

Complimentary Wi-Fi internet access at the Pacific Lounge is now available.

Location:
Encompasses the whole 21st floor
Cuisine Type:
International
Signature Dishes:
G and G Salad Mango Tart
Dress Code:
Smart, Casual
Operating Hours:
Daily - 6:00 am to 11:00 pm
Breakfast - 6:00 am to 10:30 am
Pre-dinner cocktails - 5:30 pm to 7:30 pm
Serves a la carte lunch, snacks and dinner
Telephone:
(63-2) 318 0788

Lobby Lounge

The Lobby
Lounge is
definitely
the place
for
enjoying a relaxing moment with a friend and light conversation, or just to be you with a
favorite cooler in hand and some extra time to savor. The lounge features comfortable seating
arrangements, with a selection of freshly squeezed juices, a selection of teas and coffees,
wines, beers and cocktails.

The lounge can seat up to 25 persons. For business travelers, this is an ideal place to meet with
associates and business partners.
Location:
Hotel Lobby
Cuisine Type:
International
Signature Dishes:
Seared Scallops with Ginger Braised Lamb Shank Soya Hijiki Broth "provencale" Mango
Tart
Dress Code:
Smart, Casual
Operating Hours:
Daily - 7:00 am to 1:00 am
Telephone:
(632) 318 0788
Poolside Bar

A counter set amidst a tropically landscaped pool area, with food and drinks available upon
request
Location:
6th Floor, Pool Area
Cuisine Type:
Drinks and snacks
Signature Dishes:
Cocktails
Dress Code:
Smart, Casual
Operating Hours:
Daily - 6:00 am to 10:00 pm
Telephone:
(632) 318 0788

Adriatico Square

The splendor of Adriatico Square, with its grand marble staircase, shimmering glass elevators
and ample underground parking, is a gourmet's paradise, with several acclaimed restaurants
and bars securely under one roof, that gives you a wide choice from which to choose for
breakfast, lunch and dinner. 
Four floors of restaurants, snack bars, entertainment centers and shops that blend together to
create Manila's premier culinary destination. 

Restaurants, Entertainment and Shops at the Adriatico Square:

Ground Floor

Le Japon     
Café and Snack Bar    
Daily:  8:00am – 12:00mn    

Gyumon
Yakiniku
Daily:  5:30pm – 12:00mn

Kissweet
Ice CreamTreats

Fruit Pops     
Fresh Fruit Shake and Snack Bar   
Daily:  9:00am – 3:00am

Gloria Jean’s Coffees    

Coffee Shop     
Sunday to Thursday:  7:30am – 1:00am  
Friday and Saturday: 7:30am – 1:30am

Miyabi Express 
Sushi Bar
Daily:  11:00am – 12:00mn

Cappuccino     
Pizza and Pasta     
Sunday to Thursday:  7:00am – 12:00mn  
Friday and Saturday:  7:00am -    1:00am 

China Place Express

Snack Bar
Daily: 11:00am – 11:00pm

T&J       
Travel Agency     
Monday – Friday:  9;00am –  6:00pm  
Saturday:   9:00am – 12:00nn

Cellphone World
Inter-call
Daily:  10:00am – 10:00pm

Mr. Cigar
Tobacco Corner
Daily:  9:00am – 1:00am

Mitsukoshi Café & Restaurant

Cafe and Restaurant
Daily:  11:00am – 11:00pm

Second Floor

Miyabi      
Fine Dining Japanese Restaurant   
Open: Thursday to Tuesday     
Lunch: 11:30am –  2:30pm   
Dinner: 5:30pm – 10:30pm 
Close: Wednesday

Choice Korean Restaurant

Fine Dining Korean Restaurant
Daily:  10:00am – 11:00pm

Casino Filipino VIP Lounge

Gaming (Slot Machine)
Open:  24 hours

Third Floor

China Place     
Fine Dining Chinese Restaurant   

Sunday  to Thursday:           

Lunch:  11:30am -  2:30pm   
Dinner:  6:00pm – 10:00pm   

Friday and Saturday:

Lunch:  11:30am –  2:30pm
Dinner:  6:00pm – 10:30pm
Mini Shabu-Shabu    
Mini Hotpot
Open Daily:
Lunch:  11:30am -   2:30pm
Dinner:   5:30pm – 10:30pm

Tongyang
Hotpot
Open Daily:
Lunch:  11:30am -   2:30pm
Dinner:   5:30pm – 10:30pm

Casino Filipino VIP Lounge

Gaming (Slot Machine)
Open:  24 hours

Fifth Floor

Gyumon
Yakiniku
Daily:  5:00pm – 12:00mn

Regent Foot Spa          

Karaoke Lounge
Sunday to Thursday:  1:00pm – 1:00pm   
Friday and Saturday: 1:00pm – 2:00pm  
 
Mega Sports World     
On Line Gaming      
Daily:  7:00am – 12:00mn
          
Caesar’s KTV
Foot Reflexology 
Monday to Saturday:  7:30pm – 3:30am
Sunday:         7:30pm – 2:00am

Paran Travel and Tours Corp.

Travel Agency
Monday to Friday:   9:00am -   6:00pm
Saturday:     9:00am –  12:00nn   
Sundeck Sunset Massage

Relax & Rejuvenate with our Sundeck Sunset Massage...

Experience a day of healing and relaxation with a spectacular view of the sunset in Pan Pacific
Manila's Sundeck Sunset Massage, ideally located on Pan Pacific Manila's 7th Floor Sundeck.
The Sundeck setting creates an indulgent atmosphere where you can watch the glory of
nature's sunset while enjoying a luxurious massage right in the heart of the city.

Sip tea or juice as you experience the pleasure of different treatment options. Melt away stress
and tension with choices of aromatherapy-scented oil, used to renew and heal skin, reflexology
- gentle thumb and finger pressure-point massage that re-establishes the body's energy flow,
the Oriental Shiatsu therapy that utilizes a combination of pressure and stretching techniques.
Or try the Swedish Massage, the most commonly offered and best known type of massage that
employs five different movements: long gliding strokes, Kneading of individual muscles, friction,
hacking or tapping, vibration. Pan Pacific's Sunset Sundeck Massage is open every Fridays and
Saturday, 5:00 to 8:00 PM with a choice of a 1-hour massage at P1200.00 or a 30-minute
massage at P800.00.

Broadband Internet

Broadband internet access is available in all of its 236 all-executive guestrooms, suites, lounges
and Business Centre.  Powered by Intertouch, a leading provider of fast, convenient, reliable
and secure wired and wireless broadband connectivity.
Intertouch services supports the major Virtual Private Networks (VPN’s), providing business
travelers secure access to their corporate networks. Customer support is available 24 hours a
day, 7 days a week.

Business Facilities and Services

Pan Pacific Manila hotel is Manila 's preferred business address. Only eight kilometres from
Ninoy Aquino International Airport and just a short drive from the city's convention, exhibitions
and business centres, it is a business hotel designed to offer a comfortable abode to business
travellers with its comprehensive facilities and services.

Services and facilities:

 Expansive business desk with lamp in all the rooms

 Two line IDD capable phones with own fax line
 Speakerphone
 Voicemail
 Executive Business Center 
 Broadband Internet access  
 Complimentary use of cellphone upon request
 Safety-deposit box in the room
 Complimentary use of secured safety-deposit box in the Lobby
 Fax in the room upon request (subject to availability)
 No charge for incoming faxes
 Complimentary use of meeting area at the Pacific Lounge    

 Meeting Rooms and spaces available

 Express check-in and check-out
 24-hour Butler Service

 Milage Credits ( for qualified rates )

 Complimentary local and International Newspapers Daily

Meeting Rooms

Pan Pacific Manila Hotel has a total of seven fully equipped function rooms. This luxury
business hotel in Manila spoils you for choice. So whether you wish for a grand ballroom that
can accommodate up to 300 people for a banquet, or smaller meeting rooms for intimate
gatherings, Pan Pacific Manila Hotel offers it all. We have a team of experienced and specialized
meeting and event planners to help you plan and organize your event. Custom-planned
functions can be made available through our selection of refreshing, contemporary and
innovative menus, specially prepared for a discriminating clientele. All function rooms are
provided with a telephone unit outside, from which you can make internal and complimentary
local calls. This executive hotel in Manila also offers videoconferencing capabilities, broadband
internet access and a comprehensive range of audio-visual equipment.  Our courteous waiters,
food and beverage captains, and banquet sales associates will always be there for you, pre-
function to post-function, to make sure your expectations are exceeded.

Boardroom I
Ideal for workshops, meetings and trainings, the Boardroom has its own white projection
screen and full audio-visual equipment in a relaxed environment.

Summary Information

 Name Boardroom I
 Room Measurement 47

 Ceiling 4

 Classroom 15

 Banquet 20

 Cocktail 25

 Boardroom 15

 U-shape NA

 Theatre 50

Boardroom II

Ideal for workshops, meetings and trainings, the Boardroom has its own white projection
screen and full audio-visual equipment in a relaxed environment.

Summary Information

 Name Boardroom II
 Room Measurement 54

 Ceiling 4

 Classroom 20

 Banquet 30

 Cocktail 35

 Boardroom 20

 U-shape NA

 Theatre 60

Conference Suite
The Conference Suite is ideal for a variety of special events, with one of its walls featuring floor-
to-ceiling glass that gives the room a view of the sparkling fountain at the sun deck. Ideal for
cocktails and receptions, it has a door that leads to the sun deck, where you can have a great
view of the pool, the city below and the beautiful sunsets over Manila Bay.

Summary Information

 Name Conference Suite

 Room Measurement 119

 Ceiling 5

 Classroom 80

 Banquet 90

 Cocktail 100

 Boardroom 35

 U-shape NA

 Theatre 120

Pacific 2

Pacific 2 can be reconfigured to theatre-, banquet- or reception-type orientation to

accommodate different functions and number of guests. Natural daylight can come through its
windows by simply arranging the draperies / curtains.

Summary Information

 Name Pacific 2
 Room Measurement 114

 Ceiling 5

 Classroom 60

 Banquet 50

 Cocktail 100

 Boardroom 30

 U-shape NA
Pacific 3

Pacific 3 can be reconfigured to theatre-, banquet- or reception-type orientation to

accommodate different functions and number of guests. Natural daylight can come through its
windows by simply arranging the draperies / curtains.

Summary Information

 Name Pacific 3
 Room Measurement 114

 Ceiling 5

 Classroom 70

 Banquet 60

 Cocktail 100

 Boardroom 35

 U-shape NA

 Theatre 120

Pacific 4

Pacific 4 can be reconfigured to theatre-, banquet- or reception-type orientation to

accommodate different functions and number of guests. Natural daylight can come through its
windows by simply arranging the draperies / curtains.

Summary Information

 Name Pacific 4
 Room Measurement 96

 Ceiling 5

 Classroom 70

 Banquet 60

 Cocktail 100

 Boardroom 35

 U-shape NA
  Theatre 120

Pacific Grand Ballroom

The Pacific Grand Ballroom can be divided into four separate function rooms. It can be
reconfigured to theatre-, banquet- or reception-type orientation to accommodate different
functions and number of guests. Natural daylight can come through its windows by simply
arranging the draperies / curtains.

Summary Information

 Name Pacific Grand Ballroom

 Room Measurement 430

 Ceiling 5

 Classroom 300

 Banquet 330

 Cocktail 450

 Boardroom 150

 U-shape NA

 Theatre 440

Pacific I

Pacific I can be reconfigured to theatre-, banquet- or reception-type orientation to

accommodate different functions and number of guests. Natural daylight can come through its
windows by simply arranging the draperies / curtains.

Summary Information

 Name Pacific I
 Room Measurement 114

 Ceiling 5

 Classroom 60

 Banquet 50

 Cocktail 100

 Boardroom 30
  U-shape NA

 Theatre 70

Weddings

Make every moment count on your big day, with our team of meticulous planners.

At Pan Pacific, we believe the perfect moment begins with the perfect setting. Embark on an
unforgettable experience when you plan your wedding at Pan Pacific Hotels and
Resorts.Whether you’re going to exchange your vows surrounded by the spectacular ocean views
of Bali, or have a scenic wedding amidst the old world charms of Suzhou’s traditional gardens,
rest assured you can expect nothing but the best from us. Create your own timeless moments in
the serenity of the Shinto shrines in Yokohama or walk down the elegant halls at Pan Pacific
Singapore – we’ll help you make every moment count on your big day, with our team of
meticulous planners.
Pacific Club

Specially created to cater to the individual needs of seasoned business and leisure travelers, Pan
Pacific’s trademark Pacific Floors provide guests with upgrades to premium services and
amenities.

Pan Pacific’s specialty Pacific Floors go well beyond secure-keyed access offered in traditional
‘club floors’. Pacific Floor services include other luxuries such as express check-in, Butler
services, exclusive lounges where complimentary full buffet breakfast and evening cocktails are
served each day, and guaranteed late check-out.

There are also many other advantages for those staying on the Pacific Floors.

4.0 Action Plan

4.1 Promo or Event information

 Title
o Week-long Christmas celebration package (extended ‘till New Year countdown
party).

 Tagline

o Livin’ Seven! A night of parties!

 Price

o PHP 35,000 ++ per person

o PHP 30,000++ per couple

o PHP 25,000++ for groups of five

 Inclusions
 o Full dinner buffet at the Pacific Lounge on December 25 & 28

o Barbecue party at the Poolside Bar on December 26 & 29

o A dinner coupon of one of the restaurants located at Adriatico Square on

December 27 & 30

o Sundeck sunset massage

o Complimentary Internet access

o Live bands performing every night

o Party ‘til you drop on New Years Eve with grand fireworks display.

o (Applicable only for superior, deluxe, and executive rooms only).

 Validity

o from December 25, 2010 to January 1, 2011

 Logo
4.2 Time Table (Year 2010)

 From December 25, 2010 to December 31, 2010, relax in the luxury of our rooms and
dine in our three best bar and restaurants.
 Discounts used in this package cannot be used in conjunction with other discount cards or
promotional items.

Dec 25 Dec 26 Dec 27 Dec 28 Dec 29 Dec 30 Dec 31

Full Barbecue A dinner Full Barbecue A dinner Party ‘til

dinner party at coupon of dinner party at coupon of you drop
buffet at the one of the buffet at the one of the on New
the Poolside restaurants the Poolside restaurants Years
Pacific Bar located at Pacific Bar located at Eve with
Lounge Adriatico Lounge Adriatico grand
Square Square fireworks
display.

Sundeck sunset massage (for twice a week only of 30 minutes massage)

Check-out
Live bands performing every night before 12
noon

Complimentary Internet access