YAK & YETI CASE

STUDY

Srishti Banerjee (B 31)

Sneh Sagrika (B 30)
Sobiya Robertson (B 56)
Deepak John (B 46)
Revati Ranade (B 25)
 Yak & Yeti Crown Plaza- Hotel Taj Royal Singhi
Soaltee Annapurna Hotel
Event & Meeting • Regal Ballroom • Megha Malhar • Arch Room • The Regency Hall
Facilities • Regency Hall Banquet • Banquet Hall
• Durbar Hall • Meeting Rooms • Kumari Hall
• Dynasty Crystal • Meeting Room I
Room & II
• Senate & Viceroy
• Balcony
• Lal Durbar
Convention
Center

Accommodation • Suites • Guest Room • Deluxe Room • Bedrooms

Categories • Club Shangri-La • Executive Club • Superior Room • Suites
Rooms Level • Executive Suite
• Deluxe Rooms • Suites • Deluxe Suite
• Superior Rooms

Dining facilities • Sunrise Café • Rodi Bar • Arniko Room • Mandala

• Chimney • Crown Plaza Cub • The Coffee Shop Restaurant
Restaurant Lounge • Ghar-e-Kabab • Jharna Coffee
• The Pub • Al Fresco • Juneli Bar Shop
• Baker’s Basket • Kakori • The Cake Shop • Bhanjyang Bar
• Garden Terrace • Maki Newa
Coffee Shop Bhutu
• China Garden • China Mountain
STRENGTHS
 Centrally located
 100 year old ancestral heritage
 Exclusive executive floor
 Good food quality
 5 distinct packages to attract separate target
segments
 Contemporary architecture
 Well equipped meeting rooms & office space
 Well trained & efficient staff
 Weekly culinary appreciation events at private
café
 Kathmandu’s finest Casino: Casino Royale
 Ballroom, Regency room & Convention center
 State of the art fitness centre with Jacuzzi &
spa
 WEAKNESSES

 Rundown interiors
 Fluctuating occupancy rate
 Customer perception of being more
expensive than average
 Comparatively lower ‘Corporate
ambience’
 Ancillary services are not well promoted
& packaged
 Lesser promotional activities
 OPPORTUNITIES

 Nepal Tourism policy 2005-2020

allows flexible tourism norms &
hence higher influx of tourists is
expected.
 Wellness-oriented/Herbal therapies
can be included in packages.
 Stable political scenario.
 THREATS

 Strong competition from other hotels

in the vicinity
 Customer displacement to more
attractive tourists spots: esp. South
East Asia
 Customer perception of Nepal as a
low-end tourist spot
 INTERNAL VS EXTERNAL
ENVIRONMENT

Internal External
●
Age-old Nepali architecture ●
Centrally located
●
Contemporary international standards (accommodation &
dining facilities)
●
Easy connectivity
●
Exclusive Conferencing facilities ●
Fashion boutiques in the vicinity
State-of-art fitness center & spa
Himalayan Retreat
●
●
●
Casino- away from guest room
●
Professional and positive staff
●
Nestled in Kathmandu- gateway to Nepal
USP – UNIQUE SELLING
PROPOSITION
Offering World-class Business
conferencing facilities to Business
travelers for conducting business
meetings, seminars/symposiums
and conferences etc.
MISSION STATEMENT

To be the most preferred destination for business

executives, providing state-of-art conferencing
facilities, while retaining the essence of ancestral
Nepali heritage to offer a truly royal & holistic
experience.
VALUE PROPOSITION
 Provides world class infrastructure and state of art
facilities to Business Executives tucked inside the
serene ambience and calm environment of ethnic and
ancient Nepali palace which proves to be getaway.
 Focuses on business by offering two well appointed
meeting rooms, a privately equipped office space &
well furnished conference halls.
 STP

Targeting Positioning
Segmentation CEOs/Entrepreneu The city’s leading
luxury business hotel
Indian Business rs/Senior to cater to the needs of
Travelers Managers the Indian Business
HR Managers Executives.
TARGET AUDIENCE
• B2B:
 Business Executives
 Travel Tour Operators
 Holiday Resorts Operators
 Big Travel Agencies
 HR managers

OFFERING
• Casino Royale
• Lal Durbar Convention Center
• Piano Lounge
• The Pub
• The Chimney Restaurant
• The Sunrise Cafe
• Executive Suite
• Club Shangrila Room
• Regal Ballroom
• Regency Hall
• Durbar Hall
• Club Shangrila Board
Room
• Business Services
• Club Nirvana Fitness
Centre
• Dynasty Crystal room
 SALES & MARKETING PLAN
C:\Documents and Settings\Sobiya.SOBIYA-FD92383C\Desktop\yak & yeti.prx

1. Research Phase

Potential sectors to be targeted

Key decision makers in the sectors selected

Understand need of the prospective client by Market Research

Which business tie-ups will be favorable

2. Analysis Phase

Key sectors : Business

B2B Marketing to be done

How to tap the current market

Marketing & sales plan finalized

3. Training Phase

Information flow to the lowest level

Establish Communications

Take suggestions & conduct training

Corporate reach out program

4 . Build-up Phase

Cities targeted : Mumbai, Kolkata & Kathmandu

Client meetings in Kathmandu

Corporate reach out program

Ad agencies finalized

Travel agencies tie-up

Presentations to educational institutions

Social Media Marketing : LinkedIn

Marketing & sales plan finalized

5. Final Implementation

Client presentation : Mumbai & Kolkata

Integrated Marketing Communication

Social media marketing

Sponsor business Seminar

Yield Management System

Business tie-ups (including airlines)

6. Review

Feedback from clients

Total and continuous service support

Overall review
PROMOTIONAL PLAN
• Durbar Marg : Repeat Client benefit
•Social media: Blogs/Microblogs, Social Bookmarking, Travel reviews,
User Generated Content
•Mailers
on special occasions/ newsletters, Customized
packages
• Tie-up with travel agencies
• Hospitality partner : Business seminars, SAARC, Nepal festival
• Yeti airlines : on-bin ads , in-flight magazines
•Online marketing : airline booking sites with testimonials,
LinkedIn, Referral Key
•KCM : IIIT, Blore ; IIIT, Hyd
- AC Nielson, ORG-MARG, Unilever, Grasim ind,BOK
• Kathmandu Engineering College and Griffith University
THANK YOU !