Question

The Inn at Prescott Ranch is a small, boutique hotel located in Prescott, Arizona. It opened in 1998. The Inn has identified the main competition as the Prescott Resort, owned and operated by the Yavapai Nation, and the Hassayampa Inn, a historic hotel in downtown Prescott, adjacent to Whiskey Row.

The Inn has 65 rooms on two floors—each with a private balcony. The nightly room rates are the highest in Prescott. The Inn offers a full array of amenities—both in the public areas and in the rooms. The Inn offers complimentary van service to the Gateway Mall, Bucky’s Casino, and Whiskey Row; and valet parking services with covered parking. There is nightly entertainment in the lobby. In-room amenities include high-thread-count linens; terry robes; organic soaps and toiletries; flat-screen TVs with DVD players; and Bose® stereo systems.

The Inn maintains a full bar and has an agreement with Wildflower Bakery to provide daily continental breakfast for an additional charge to nightly rates or included in the Bed & Breakfast Special. Boxed lunches may also be pre-ordered from Wildflower Bakery. The Inn is not “flagged” or branded. The management is highly involved in local organizations. There is an existing contract with Yavapai College for sponsorship of its performing arts series with Paramount Studies for a project being filmed in the Prescott area. In addition, the Inn at Prescott Ranch has been featured on Arizona Highways TV, Arizona Highways magazine, and in the Arizona Republic travel section. The Inn also participates in the local chamber of commerce and tourism promotional efforts for the Prescott area.

Management is looking for a marketing plan for 2021.

Questions:

1. If you were preparing a marketing plan for this hotel, how would you describe the company, its positioning strategy, and its value proposition?

2. What do you want to know about the market—demographics and psychographics?

3. Describe each of the 4Ps.

4. Without doing further research, who is the perceived target market?

5. Does the hotel have a brand image? If so, define.

Answer 1

Company Profile

The Inn Hotel established in the year 1998 is located at Prescott Arizona. Stay at Inn will surely leave you with mesmerising memeories. Premium amenities , organic bathroom products, valet parking sevices,Gateway Mall, Bucky’s Casino,Whiskey Row and nightly entertainment are all on offer. Continental breakfast and boxed lunch from wildflower bakery is a must try one.

Positioning Strategy

Creating enduring relationship with the customers by providing highly personalised service and gracious hospitality.

Value Proposition

We perform at extraordinary levels, we are professionals in our language, appearance and behaviour. we embrace the values and traditions of our location and always give utmost importance to our customer needs.

For any markets to grow and flourish its important to understand its demographics and psychophic factors. demographic factors includes the age location occupation status etc of the target customers. where as psychographic factors relates to the preference attitude life style taste hobbies of customers. the demographic factors helps to understand who buys your product/services and psychographic factors helps to understand why they buy, analysing these factors helps a firm to market advertise and sell their products more effectively.

here demographic factors include customers in all age groups who loves vacation and travelling. psycographic factors is customers who is willing to take off from their normal stressful lifes.

4 P's

Since this is a service industry our first P's of marketing mix would be Service.

• Service: we provide high quality service to our customers. and thrive to meet their expectations in best possible manner. Stay at Inn will surely leave you with mesmerising memeories. Premium amenities , organic bathroom products, valet parking sevices,Gateway Mall, Bucky’s Casino,Whiskey Row and nightly entertainment are all on offer. Continental breakfast and boxed lunch from wildflower bakery is a must try one.
• Price : We provide the best premium amneties and service in Prescott. So the company is to follow premium pricing strategy. Along with this The Inn maintains a full bar and has an agreement with Wildflower Bakery to provide daily continental breakfast for an additional charge to nightly rates or included in the Bed & Breakfast Special.
• Place: The Inn Hotel established in the year 1998 is located at Prescott Arizona.
• Promotion: The promotional strategies include a sponsorship program with Yavapai College for its performing arts series with Paramount Studies for a project being filmed in the Prescott area. In addition, the Inn at Prescott Ranch has been featured on Arizona Highways TV, Arizona Highways magazine, and in the Arizona Republic travel section. The Inn also participates in the local chamber of commerce and tourism promotional efforts for the Prescott area.

The perceived target market of the hotel is Local area customers as the promotional strategies carried out so far is foccussed on the people of Arizona.

Yes, the hotel does have a brand image. its popular among the people by its promotional activities. they feature in local tv programme and magazine and even is a sponsor of a reputed college in the locality. people are well aware of them. they have successfully created a brand image in the mind of customers .