Group Project I

Rainbow Hawaii

1. Competitive Analysis
A. Our organization ( Hilton Hawaiian Village) B. The Kahala & Turtle Bay resorts I. Brand names and services

I. Location
Hilton Hawaiian Village: Waikiki Kahala Hotel: Kahala Turtle Bay Resort: North Shore

II. Number of Rooms

Hilton Hawaiian Village:2860 Rooms Kahala Hotel: 410 Rooms Turtle Bay Resort: 445 Rooms

333 332 - destination360.com

500 400 - voyagesdestination.com

III. Pricing
Hilton Hawaiian Village: $179+
Kahala Hotel: $249+ Turtle Bay Resort: $355+

IV. Rate
Hilton Hawaiian Village: 3 Diamond
Kahala Hotel: 5 Diamond Turtle Bay Resort: 4 Diamond

V. Reviews
Hilton Hawaiian Village: 4.4/4 (Google); 8.4/10 (Priceline) Kahala Hotel: 4.5/5 (Google); 9/10 (Priceline) Turtle Bay Resort: 4.7/5 (Google); 9.2/10 (Priceline)

VI. Target Customer

Hilton Hawaiian Village Families:2099 Business: 606 Kahala Hotel: Couple: 516 Families:342 Turtle Bay resort: Couples: 1060 Families:570

VII. Services
a. Entertainment
Shopping/Wildlife/shows

b. Food & Beverage

c. Loyalty Programs

C. Matrix
Hilton Hawaiian Location # of rooms: Pricing Rate: Reviews: Services Waikiki; Honolulu 2860 $179 3 Diamond 4.4/4(Google); 8.4/10(Prieline.com F&B Kahala Kahala;Honolulu 410 $249 4 Diamond 4.(Google); 9/10(priceline.cm F&B The Turtle Bay North Shore; Kahuku 338 $355 4 Diamond 4.7/5(Google); 9.2/10(foursquare.com Entertainment

Target customer

Families:2099 Business: 606

Couple: 516 Families:342

Couples: 1060 Families:570

Marketing Environments

Demographic
1) Multi- Generational Families trend

2) Statistics: 40% 77%

Demographic
3) examples:
1- Disney Cruise Line ships early booking service. 2-Road Scholar/Elderhostel intergenerational programs. 3- Wildland Adventures customized itineraries 4- Apache Junction Park

5- Old Spaghetti factory

Technological
1) Self Service
2) Statistic
76% of the more than 1,000 guests polled think being able to check in before arriving would alleviate frustration. 41% of guests said they would be more likely to select a hotel that offers advanced check-in via Web or mobile device. 65% of respondents have booked a hotel room either online or via mobile device, only 20% have actually checked in using either of those methods. If it were available, however, 57% of those surveyed indicated they'd choose that method (NCR Corp.)

Technological
3) Examples 1. Self Check- In @ Airport, Self Check- In @ Hotel, Phone apps, 2. Advertisement on- Facebook, Twitter, Yelp, 3. Cable and Digital tv- Sky Travel 4. Call Centers- related to teletext the place that you ring 5. In flight wifi and in Hotels

Natural
3) Examples: 1.Outrigger on the Beach is doing a recycle cans and bottles service for their guest.

2.Disneyland is replacing conventional incandescent lighting with energyefficient alternatives through the resort.
3. The Courtyard by Marriott Waikiki Beach has a sensored air conditioner and shuts down when no one is present in the room, so the compressor stops from blowing cold air in a vacant room. This is a positive trend in the green/eco conscious industry. 4. Element Houston received the prestigious LEED Silver certification for its environmentally sound practices. Each room has Energy Star-rated appliances, shampoo and soap dispensers to reduce package waste, and recycling bins for paper, plastic and glass.

Marketing Research

Who Drinks Alcohol?

1) How many times a week do you drink alcohol. 2) Where do you drink? 3) Do you drink liquor or beer? 4) Do you drink alone or with people? 5) The reason why you drink alcohol. 6) What age you started drink. 7) How many drinks to get drunk? 8) Do people in your family drink too? 9) How many drink do you usually drink in one time? 10)How much do you spend in one time?

Contact Methods/ Sampling Plan

Personal intercept KCC students : about 9,000 students Interview Target: 200 students 160 women 114 Men Location: In front of Cafeteria, Library Subway Olapa building