Marketing

Strategy
Presentation
Repositioning of Prestige Air fryer
Business Goals

1.
2.

Present Target
.
Business Goals

To make “Prestige Air fryer” a brand

on top of the mind of household

Present Target
.
 Market Analysis
Decision Making Units: Entrepreneurs / Business Owners, Working professionals,
Cust
ome Executive / Business managers, Salespeople
r

• Strengths: Large network of hotel chains, Affordable pricing, Technology driven

Com • Weaknesses: Quality Control issues, regulatory issues, limited presence
pany

• Lemon tree
Com • Clarks Inn
petiti • Hilton hotel
on

• Suppliers: Indian Expo Mart - Greater Noida

Colla • Channel Partners: Yatra, corporate travel agents, IRCTC etc
bora • Credit card /Sodexo - Except SBI Cards(already a collaborator)
tor

• Inflation & Diversification

• Technological advancement
Cont • Post pandemic recovery
ext
 • Business travelers
• People travel for Leisure
• Religious travelers
• Budget-conscious travelers
•

Segmentation
Unmarried Couples
• Solo travelers / Backpackers
Target Market Selection
Geographic Segmentation Demographic & Behavioral
Tax Heavens
Segmentation

Corporate hubs

Metro
Cities

● We strategize to target people who are linked with business, either they
are entrepreneurs or work for any business and will not brand our
infrastructures as vacation stay. The rooms and amenities will be
Industrial designed to facilitate business segment customers.
Areas

● After the above two segmentation, we will further divide our targeted
customers based on their behavior of selecting their stay. Customers who
prefer to select the OYO silver key frequently will get additional benefits
on future stays.
 Preferred chain of affordable accommodation for working professionals and
business travelers which is available at maximum business cities and have
amenities like WiFi, in room desk, meeting rooms and conference halls.

Product Use of technology for providing innovative solutions like one controlling
device in room for all purposes (Curtains/lights/TV/in-room dining) which

Positioning will enhance guest experience.

Value for money - Stay with comfort along with many facilities like evening
city tours (after business meetings) and 24 hours hassle-free self check-in /
check-out
 Product strategy
• Silverkey brand for corporate travellers at affordable
price.
• Amenities like –high speed internet, conference
room,Gym,Spa, 24 hrs hassle free check in /checkout

• Rooms having a work desk, ergonomic designed

chair.
• Meeting rooms having projector facilities and video
conferencing setup.
• Conference rooms having facilities for organizing
events etc.
• Fitness and wellness facilities - Gym, spa etc.
• Airport transfer and car rental services.
• Restaurant serving healthy food with good ambience
• Co-working spaces along with hotels which can be
rented to businesses.
• Well trained working staff
 Place
Gurugram – DLF Phase 1 /Phase 4 would be our
preferred Location

In view of targeted segment is diffuse in nature hence

best suitable marketing channel would be as below

• Silverkey’s website
• Web Platforms
• MakemyTrip
• Trip Advisor
• IRCTC
• Travel Desk
• Cab operator
• Corporate partners

Silverkey Should be as famous as LinkedIn in

professionals
 Pricing strategy

• Market strategy for business hotel

(Silverkey) hotel pricing depends on a
number of factors, including location of
hotel, Amenities, competitor etc. Average
price range for a business hotel in
Gurgaon depends on 3000 - 8000
INR/night.
 Promotional & advertising strategy
Target Audience :
1. Working Professionals
2. Business Class people
3. Corporate /PSU employees
Communication Objective
4. Influence Brand Purchase
5. Build Brand Awareness
Message Appeal
• Informational: “Experience home like
comfort while on business travel with a value
deal”
• “100% relaxing stay can bring 200%
efficiency at work”
Promotion- Communication Vehicle Mix

1. Business news paper

2. Google adword
3. Sponsorship- Expo events etc.
4. Testimonials from Industry leaders /Use of Influencers like
Business tycoons / Senior Executives
5. Booking Platforms
1. MakemyTrip
2. Trip Advisor
3. IRCTC
6. Travel Desk
1. Cab operator
2. Corporate partners
Thank You