Hoa Sen University

Vatel Program - Hotel & Tourism Business School

FINAL ASSIGNMENT
[STRATEGIC MARKETING]
[MKT 201]

Student: Nguyen Thuy Duong

Class: MD2 - 2019

Date:
I. INTRODUCTION
Established in 1995, with the ambition to bring unique experiences, awaken all
the senses of customers at each destination, Six Senses has been widely recognized for
establishing the early benchmarks for the hospitality industry. Six Senses is one of the
world’s leading operators of top-tier luxury hotels, resorts and spas. Until late 2020, it
manages 20 hotels and resorts in 16 countries. Each Six Senses property has a touch
of uniqueness and natural incredible beauty known for their distinctive and diverse
design personalities. Each property is supported by a leadership commitment to
community, sustainability and wellness. The brand focuses on promoting personal
health and the health of the planet which means they care about people, cultures and
ecosystems where their hotels or resorts are located. They are also famous for their
sustainability programs such as plastic free, using eco-friendly materials, funding for
local and environmental projects, etc. The Six Senses symbol, the highly recognized
graphic of a six-sphere pyramid. It is presented in purple, indicating human’s senses
and association to dignity, wisdom, spirituality, vision, power and passion.
In Vietnam, Six Senses Con Dao is one of the most luxurious beach resorts. This
is the first five-star resort in the Con Dao archipelago. Located in Dat Doc Beach, a
private beach against the dramatic backdrop of the Lo Voi Mountains, the remote area
has also been protected as a national and marine park for decades. The resort is
popular among A-list celebrities, with Brad Pitt and Angelina Jolie having stayed here
once when they were still a couple. It is also known as a 5-star eco resort, the resort
has been built with the lightest possible eco-footprint to conserve the island’s rich
ecosystem. Based on the concepts of luxury, aesthetic experience, respect for nature
and environment, it intertwines these factors that makes the resort so innovative and
unique. Six Sense Con Dao is built as a traditional fisherman village, and all buildings
are in wood where the guests can enjoy panoramic views of the sea and a high degree
of privacy. The villas are elegant, modern and spacious and contemporary design
highlighting local materials. Each villa has its own Guest Experience Maker (GEM)
or butler to guarantee an exceptional level of service. The spa and dining options here
are world-class. The two excellent restaurants offer authentic Vietnamses and
contemporary international cuisine. The Six Senses brand spa treatments are of the
highest quality. About the services, Six Senses is globally well-known for its first-
class service. In Six Senses Con Dao, it combines with warm Vietnamese hospitality.
The resort aims “to help people reconnect with themselves, others and the world
around them”. By creating memorable experiences, in-touch with natural
 surroundings will help the guests find the connection with themselves, with other
people and appreciate all the things around. 
When mentioning Six Senses, the first impression comes into customer’s mind is
this is a luxurious and eco-conscious resort. Their brand proposition is clear that to
deliver on its promise of the name and reawaken senses with wellness offerings an
experience that is out of the ordinary. As its name Six Senses present for senses of
human, these are senses of sight, sound, touch, taste and smell.  By providing a broad
range of services helps customers to reawaken their senses. To deliver the value to the
guests, the brand has 6 criteria to support. First, local sensitivity, global sensibility,
this sustainability program that the brand committed through many activities such as
supporting local development, plastic free campaign, sea turtle incubation and
protection and so on. With a passionate commitment to supporting and protecting the
environment, Six Senses has been built and is maintained with the very lightest
ecological footprint. It educates people about environmental consciousness and
responsibility. Responsible and caring are also a part of sustainability programs that
enhance people to respect and care for others and things around them. Crafted
experiences bring to the guests extraordinary and incredible experiences stimulate,
energize and restore. Pioneering wellness is how the brand takes care of their guests
via food, drink, sleep, all of which is integrated into experiences when the guests stay
at the resort. Emotional hospitality is what their guests can feel from every single
touch point with the service through all the dedicated staff. Fun & quirky are unique
and sometimes unexpected experiences that bring happiness and senses of relaxation
to the guests. All of these values make Six Senses stand out and build a stronger
reputation on the market.
II. MARKET SEGMENTATION
The target customers of Six Senses Con Dao can be defined based on 4 types of
market segmentations:
1. Geographic
Six Senses Con Dao’s guests are from all around the world. On average, the guests
are from 51 countries. Mainly, the guests are from Germany, England, America,
Russia, China, Japan and Korea. They are also the main targeting customers of the
resort. In 2020, due to the outbreak of Covid-19, Vietnam closes the border and
stops international flights, therefore the guests coming to the resort are Vietnamese
and foreigners who have lived in Vietnam for a long time or cannot go back to
their countries. About Vietnamese guests, they mostly come from the big cities
such as Hanoi, Ho Chi Minh, Hai Phong and Quang Ninh. Because of the
 development and expansion of transportations, it makes the accessibility to Con
Dao easier for travelers.

2. Demographic
The resort welcomes people of all ages and genders. Mostly, the guests’ ages
range from 30 to 60 that they would be steady in their career and have good
financing. The guests can be businessmen or business women, singers, actors,
actresses, etc... The resort is aimed at families, couples and leisure travelers who
are looking for an ideal destination for their trips or vacations. For children at
young ages, the resort has a Kids club and provides many interesting activities for
them. For elder people, they can enjoy privacy, quietness, golden sand and blue
sea. Because Six Senses Con Dao is a luxury resort, they target the customers who
have high income and can afford the price. The guests can have the most delightful
experiences and services which are worth their money.
3. Psychographic
Six Senses Con Dao targeted upper class people, generally those with the ability to
pay for their luxury hotels. Because of the high price, only wealthy people are able
to afford their stays. Different groups of guests have different interests and travel
motivations. The families would like to come here to enjoy their time together,
experience more family oriented activity and the surrounding majestic nature.
Meanwhile, young couples or people would like to explore local life and history,
participate in adventurous activities such as snorkeling, trekking and other water
sports. One of the reasons people like to go to the resort is because of tranquility
and privacy where they can get away from the noisy and busy life in the city.
4. Behavioral
Occasion: Six Senses Con Dao attracts more guests on weekends and national
public holidays such as Labor Day, New Year, etc or holiday seasons like summer
or Christmas… The resort also targets people who would like to celebrate their life
occasions, for example, wedding, honeymoon, birthday, family trips.
Benefit sought: The resort target people would like to enjoy the luxurious stay
with high demand in privacy. There are only 50 villas in the resort, the guests can
order the service at their villas and enjoy their time without disturbances. Also, the
resort is aimed at people who love nature and care for environment preservation.
Through the sustainability program, the guests can learn more about ecological,
environmental responsibilities and especially, sea turtle incubation and research.
“Turtle hatching release” is a once-in-a-lifetime activity – witnessing the hatching
of baby sea turtles.
 Loyalty status: Six Senses Con Dao is under IHG since 2019 so it adopts their
loyalty program. The resort not only has the repeated guests from their previous
stays but also targets people who are loyal guests of IHG.
III. MARKETING MIX
Next part is the analysis marketing mix of Six Senses Con Dao
1. Product
The core products of the resort are: 
 Accommodation: 50 villas with spacious rooms, comfortable settings,
private infinity pools and breathtaking ocean view.
 Restaurants: there are 2 restaurants within the resort. One is Vietnamese By
The Market restaurant that serves authentic Vietnamese cuisine and, By
The Beach restaurant that is well-known for contemporary international
cuisine.
 Spa:  offer a wide range of holistic wellness, rejuvenation and beauty
treatment. The spa menu is diverse and attractive. The salt baths and
massages in aromatic surroundings are luxurious and comforting. The spa
therapists are high-end so it will not disappoint the guests.
The facilitating products: All villas are well equipped with flat screen television,
minibar, espresso machine, Wi-Fi connection and so on. In addition, the resort
provides a wide range of services to make their stays more enjoyable. It includes
24-hour butler service, in-villa dining, airport transfer, laundry, car/motorbike
rental, etc.
Supporting products: in Six Senses Con Dao, the supporting products can be
mentioned as Wi-Fi is available within the resort, breakfast in floating tray,
breakfast delivered to the villas or to go, free-homemade ice-cream lab, using local
speciality and fresh juice as complimentary welcome set for the guests and
numerous activities within the resort and Con Dao island such as trekking, hiking,
snorkeling...

The augmented products are offered to the guests through these elements:
Accessibility: Each department or outlet in the resort has a specific operation time
and it is informed to the guest in detail by the butlers. For example, the main
restaurant By The Beach will open from 7am for breakfast, 12pm for lunch and
6.30pm for dinner, then the guests know when they can go to have their meals.
Especially, Six Senses Con Dao is the first resort in Vietnam using private air
service. It is high-end service that the resort offers to their guests for easy and
time-saving.
Atmosphere: Six Senses Con Dao brings a peaceful atmosphere to the guests. All
the buildings are wood-made, natural materials, rustic style and the design is
exquisite. The general decorations help the guests feel welcoming and warm, as
well as will take away all of the tiredness.  Located on the private beach,
breathtaking view and outstanding natural beauty where the guests can immerse
themselves in pristine nature and high level of privacy. The guests are surrounded
with natural sounds from waves, birds, winds, … It is where they can connect to
the natural surroundings.  The long stretch of white sand, golden sunshine, clear
sky and blue sapphire sea will bring to the guests the sense of relaxation,
refreshing and a good spot for unwinding. The music used in the restaurants and
bar are classic, slow-paced in order to create a warm, refined and relaxed
ambiance. In the Vietnamese restaurant, the kitchen is open so that the guests can
watch the chef’s show, hear the cooking sounds, food sizzling and smell.  The
scent in the resort is also filled with nature. All the essential oils used in the resort
are from natural ingredients such as lemongrass, lemon, lavender, etc. It is good
for health, eco-friendly and brings freshness and comfort for the guests. All of
these elements are aimed to enrich the guest’s experiences at the resort.
Customer interaction with the Service Delivery System: Customers can get
information from the resort through many channels such as websites, Facebook,
friends, etc. They can make reservations via OTA, TA or contact directly to the
resort. When the guests arrive at Con Dao airport, they are picked up by the
resort's car and representatives. At Welcome Sala of resort, they are welcomed by
the General Manager and dedicated butler who will personally take care of their
stay. The welcome set has already been well-prepared with cold towers, fresh juice
and “hat bang” - Con Dao’s speciality. The butlers will take the guests for a tour
around the resort and inform them about all the services and facilities to ensure
they do not miss any information. During staying at the resort, the guests can
access and use the service here, any problem or requirement will be fulfilled in the
way that makes them happy. At check-out time, they will be farewell by the
General Manager, butler and other staff. 
Customer interaction with others: Generally, all the guests respect others’
differences, privacy and have positive interactions towards others. Moreover,
many of the guests get along well with other people. On some special occasions
like New Year’s Eve, when the guests are gathered to have dinner together, they
meet, greet and enjoy the time with each other then, this activity actually brings
the guests together. However, some non-tour group guests are not happy with the
noisy from big tour groups people
 Customer as Employees: During the breakfast buffet, all the guests are self-serve.
They serve themselves with many food and beverage options such as pastries, cold
cuts, juices, etc. There is a “make it yourself” cocktail section where the guests are
able to make their own cocktail with prepared ingredients. It is an interesting
experience for the guests.
2. Price
Six Senses Con Dao aims to offer personal, memorable and unique experiences to
the guests to ensure that their stay is comfortable. It caters to the needs of leisure
travelers, couples and families from the upper class section of society who do not
mind spending extra for a luxurious stay. The resort is a 5-star resort so that the
price is surely much higher than other resorts. Below is the resort’s room rate on
May 31st, 2021 from Agoda.com

Type of villa Price/night (VND)

Ocean View Duplex Pool Villa 14.984.000

Ocean Front Duplex Pool Villa 17.357.000

Ocean Front Deluxe Pool Villa 20.916.000

Ocean View 4-bedroom Pool Villa 75.263.000

The price includes airport transfer, breakfast buffet, bike rental, Wi-Fi, yoga class
and other utilities. The price also will change depending on many factors such as
season, market demand. So the minimum payment of the guests for a night staying
there is around 15 million VND which is quite high and expensive. Easy to
understand that Six Senses Con Dao is a brand of luxurious resorts and believes in
offering the best possible and impeccable services to its guests, which is the reason
why the prices here are expensive.
In Con Dao island, Six Senses Con Dao is the only 5-star resort so there are no
other resorts or hotels in the same line with it. However, there are many hotels and
resorts located in Con Dao island, offering a huge range of accommodation
options for the guests. For Six Senses Con Dao, there are 2 direct competitors are
Poulo Condor Boutique Resort & Spa and The Secret Con Dao.
Poulo Condor Boutique Resort & Spa is a 4-star resort, located near Co Ong
airport, alongside Vong Beach. Compared to the price of Six Senses Con Dao
 resort, the room rate of Poulo Condor resort is around 4 times cheaper. Let have a
look at the resort’s room rate on May 31st, 2021 from Agoda.com:

Type of villa Price/night (VND)

Junior Suite 3.325.000

Colonial Suite villa 5.158.000

Indochine Villa with Pool 7.050.000

Villa Indochine Pool  7.047.000

Poulo Condor Villa with Pool 10.865.000

The Secret Con Dao is a new, modern 4-star hotel in Con Dao island, located in
the central town and in front of  Lo Voi beach. They have planned for the villa
project, there is one 2-bedroom villa that is completed and used so far. Below is
the room rate of some room types in the hotel on May 31st, 2021 from
Agoda.com:

Room type Price/night (VND)

Deluxe Ocean View 3.248.000

Deluxe Ocean View Double Room 3.627.000

Deluxe Twin Room 3.970.000

Suite Ocean View 5.329.000

The Secrets Suite 7.976.000

Executive Suites  9.807.000

2-bedroom villa 36.000.000

Compared to the room rate of Six Senses Con Dao, it is much lower, around 4
times for hotel’s room and over twice for villa.
3. Promotion
For promotion, Six Senses Con Dao promotes their brand through a digital channel
which includes its website. The resort has 2 websites, one is in Vietnamese and
one is in English. 
There are 2 website links of Six Senses Con Dao:
  In Vietnamese: Six Senses Côn Đảo ® Official | Resort Hàng Đầu Việt
Nam (sixsensescondao.com)
 In English: Vietnam Luxury Beach Resorts | Luxury Con Dao Resort
(sixsenses.com)

Six Senses Con Dao resort website

Using websites is a viral marketing strategy, it acts as a salesperson and a brand
ambassador. When customers want to learn more about the resort, they usually turn to
Google and search and eventually end up on the website. It is where they know about
the products and services in the resort. On the website of Six Senses Con Dao, it is a
single page web design, with all the information about the resort such as location,
types of villa, dining options, activities and so on are listed on the website’s
homepage. It makes customers easily find out the information needed. Based on what
they read and viewed the content on the website, customers will make decisions. The
website also helps to enhance the reservation process to make it smoother, more
continuous and faster. Apart from the official website, social media is a promotion
tool the resort has used to reach the customers. Social media is unavoidable because it
is the most likely place to tap and interact with consumers. Six Senses Con Dao has
appeared on the two most popular social networking platforms today are Facebook
and Instagram. It is easy for customers to see the updated newsletter, activities,
promotion, events and so on. On Instagram, the resort posted stories every day to
update weather, news, activities or events within the day and encourage customers to
interact.
 Six Senses Con Dao Facebook page

Six Senses Con Dao Instagram account

4. Place
Thanks to the development of technology, the reservation process is super simple. The
guests can book a hotel room with only a few clicks. One of the most common
distribution channels in the hospitality industry is Online Travel Agencies (OTA). Six
Senses Con Dao is using OTA to sell their rooms. Every day millions of travelers
from all over the world organize their business and leisure trips via OTA. Taking
advantage of that, the resort uses OTA to capture their booking and increase their
occupancy. The OTA then acts as the primary contact for modifying or canceling
reservations, allowing the resort to focus on the guest experience in-house. Customers
can easily find Six Senses Con Dao on some OTA such Agoda, Booking.com,
Tripadvisor and so on. They can also view the room rate, services and facilities as
well as everyday discount prices.

Booking Six Sense Con Dao villa on Agoda.com

Another distribution channel of the resort is an offline channel. Similar to bookings

coming from the resort’s website, customers see the email address or phone number
then they make direct contact to the reservation officers to make a reservation. It
allows the customers to make direct inquiries and actively receive the responses then
create end-to-end guest experience. Moreover, the resort has a chat box on their
website so that the customers can communicate with the staff while visiting their
website.
 Email and Telephone number Chat Box on the resort’s website

IV. CHRISTMAS AND NEW YEAR MARKETING CAMPAIGN

RECOMMODATION
Christmas and New Year are some of the best occasions of the year for people to
gather and spend their time together. During this period of time, the demand for
vacation is extremely high. Before the holiday, all of the hotels and resorts launch
marketing plans to attract the customers and increase the number of guests as well as
profitability. Below is the proposal of the upcoming Christmas and New Year Eve for
Six Senses Con Dao. The campaign will start in the last week of November.
1. Objectives
The objectives are the key piece of a marketing plan. Defining the right objects
helps to create a great plan. A great marketing plan will bring a wide range of benefits
for the resort. Christmas and New Year are the holiday seasons. Running a marketing
campaign will help to gain customers' attention, attract and bring in new customers to
come to the resort. Also, it encourages repeat customers to come back to the resort,
enjoy the festival season with their families and friends. More reservations coming in
will increase sales and profitability of the resort. Through the marketing campaign,
more people will know about the resort it helps to build and increase brand awareness.
In addition, it raises the resort’s website traffic as customers visit to check the
information.
Why do we need to set out the objectives? Without defined goals, marketing
staff will struggle with achieving the goals because there is a lack of clarity and
follow-through. The objectives create directions and guidance for the marketers.
Having clear objectives help marketers know what they need to do, prepare well for
the plan and keep them on the right track.
2. Message: “Jingle bell - Jingle your senses”
 Inspired by “Jingle bell’ song, a famous song of Christmas. Whenever this song is
played, people will feel the vibe of Christmas. When people see the bell hanging on
the Christmas tree or on the door for decoration, they know Christmas is coming. The
image of bells signaling a coming Christmas season. We want to borrow that image to
let the customers know about the holiday and offer them a special treatment for the
holiday seasonal. Spending festival days in Six Senses Con Dao, will bring incredible
and memorable moments to the customers. During the holiday, the resort offers
customers a different range of activities to ensure you have plenty of time to relax and
unwind. On Christmas’ eve, the guests enjoy dinner in a cozy atmosphere, celebrating
the best time of the year with families and friends, when they can feel Christmas by
all the senses. 
3. Promotional tools.
After deciding the objectives and message of the campaign, marketers need to pick up
the promotion tools in order to spread the campaign to the target customers. They are
promotional strategies to promote and help customers learn about the products. Using
the right tools will help to maximize the results of marketing efforts. Below is the
recommendation for each type of promotional tool.
a. Advertising:
It is a popular and effective tool used to promote products. It can contact and
influence many people at the same time, and the cost for each potential customer is
very low. Banner ad is a digital advertising method that brings more effectiveness for
the marketing campaign. The ad of our campaign will appear on the top or bottom of a
website, when people click on the ad, it will direct them to the resort website and
particularly to the campaign part. On the banner ad, we will design with sharp and
lively graphics to catch the attention of customers and invite them to know more
about the campaign. Besides the name and logo of the resort, it will display the
message, offerings and time of the campaign. So that when customers look at the
banner ad they know what is promoting. Once they click on the ad, it leads to the page
that we create for the Christmas and New Year program. They can find out more
information about the products, special deals, and services. After creating the banner,
we need some web space to use it on, so buying ad space on websites is a need.
An using advertising networks to help us distribute the ad. Some of the common
advertising networks are Google Adwords, IAB., AOL Advertising, Right Media,
BuyAds.com. Each of these has certain standards, we should make sure that the
banner complies with their regulations.
b. Sales promotion: 
It is an incentive tool, typically done over a short period of time, it boosts sales but
also attracts new customers, leading to repeat purchases. Christmas and New Year are
great chances to boost sales. In this marketing campaign, the resorts will offer a good
deal to the guests. Before deciding the deals to offer to customers, the Marketing
department needs to work closely with the Finance department to find the best
suitable pricing strategy. For example, if the guests make a reservation for Christmas
and New Year holiday, the price is already included for breakfast, the guests can pay
 extra money to have a night buffet and also receive a coupon for spa service.
Moreover, the repeated guests or guests who reserve more nights will have lower
prices as a reward. We also limit the time of special deals. The guests can get the good
deals if they make a reservation and deposit within 2 weeks after the campaign
launched. The guests will not want to miss out the chance so it is a wise strategy to
bring in more sales. Marketers can combine with other marketing communication
methods to support sales promotion such as email messages to inform about the
week’s sales, special offers, and coupons.
c. Personal selling:
It is a strategy that uses in-person interaction to sell products and services.
Salespeople will reach out directly to potential customers in order to share
information, persuade and remind customers of product characteristics, prices, deals,
and much more. Salespeople can offer advice, information, recommendations and
respond to customers' inquiries immediately. While running the campaign, well-
trained salesmen of the resort will actively contact potential customers in the list via
phone call, email or in person to introduce and inform about the upcoming event. Or
when the guests contact the resort and make inquiries about reservation on holiday,
they are the ones response to the guests. When the sales team is in touch with
customers, they need to ask questions to know about their wants and needs about the
resort. After addressing the guests’ requirements about the holiday, the sales team will
present the upcoming holiday program including policy, packages, deals, coupons,
offers and so on. It needs to be clear, informative and persuadable to attract the guests.
After solving all the questions, the salesman should try to finalize the sales. Whether
the sales are closed or not, they need to follow-up.  It is important because it allows
the sales team to maintain customer relationships that hopefully renew or upgrade. 
d. Public relations:
With effective public relations, it can increase sales and improve the resort's image.
Public relations is one of the most effective methods to communicate and bring
products to the market. Social media is a common strategy in public relations used to
reach the customers easier and more effectively. It helps the message spread faster
and reach further.  For the marketing campaign of the upcoming holiday, the resort
will run it on all the social media platforms including Facebook, Instagram and
TikTok. Each platform has its best advantages and practices. For example, Instagram
is great to promote events (pre, during and post) to keep the customers engaged and
feeling as if they are a part of the event, even if they are not. Marketing team will plan
social media schedules post to deliver the information about the holiday promotion.
Schedule is important because it outlines the content from the beginning of the
campaign to the end and is easy for marketers to keep track of everything and focus
on what needs to be done at a particular time. Post hours need to be considered, such
as 8pm would be the best time to post because it is the time when a higher number of
people browse through their social media accounts. Daily posts will include short
videos about the preparation and decoration of the resort's for Christmas and New
Year. It will be posted in the story part. Content of each post at different periods of
 time is various, creative, informative, suitable with the purpose of the campaign and
engaging the customers to learn more about the campaign. Hashtag campaigns
#Senseoffesivity on Facebook and Twitter are great ways to raise and engage
customers' awareness. Each post will attach the link to the resort’s website with
detailed information about the promotion campaign. Marketers need to follow up with
photos or an update during the campaign. Analyze and adjustment are also necessary.
After each post, the marketing team needs to evaluate the interaction of customers and
define potential customers. Also to see which strategy works and does not work to
adjust and improve in the next post.
e. Direct and digital marketing: 
This marketing tool enables us to communicate with customers in a more personalized
way.  The primary channels of direct digital marketing include e-mail and the Web. In
this campaign, we use email marketing to reach the customers. An interesting email
will get the recipients to take action, engage with the resort, and help to get more
leads and sales. Firstly, to run a successful email marketing campaign, marketers need
to build a targeted email list. To create the list, marketers need to gather potential
customers' email addresses. The potential customers can already be the resort’s guests
or people who are interested in the resort. After completing the list, we need to have
great content for the email that can interest the customers. The content needs to be
creative, informative and easy to understand. Then, we also need an email schedule to
define which email will be sent at which time. When starting to launch the campaign,
the marketing team will send an introductory email to the customers to inform them
about the upcoming holiday promotion of the resort. Customers will know about the
campaign and what the resort can offer for them.  During the campaign, marketers can
send 1-2 more emails with a newsletter to inform any updates of the promotion and
engage the customers. And before ending the promotion time, there will be another
email to remind the customers to not miss out the chance. For the guests who decide
to make a reservation, there will be a follow up email to inform them in detail about
the schedules and activity during the holiday.
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