- On June 1st 1986, Mr. C brand was introduced in Beverly Hills to offer hotel services.
- Hotel brand comes at a time when hotels are anxious to attract upscale travelers again, who may have downgraded their rooms during the recent economic downturn.
- This presentation shows how the company achieves competitiveness using the 4P’s.
Place Marketing Mix
- Hotels are located in convenient locations to increase accessibility by consumers.
- The brand is in major cities to provide exhilarating and relaxing experience.
- All restaurants are in unique venues that offer customers with best views, exquisite art deco furnishings, and an atmosphere of old world charm.
Product Marketing Mix
- Hotels have modern facilities decorated in custom made style according to customer preference.
- Suites have exquisite local artifacts, internet, fax, and decorated in a certain theme and mood.
- Cuisines in hotel are made in an innovative twist to appeal to different customer segments.
- Customers have freedom to customize social functions.
Pricing Marketing Mix
- Cipriani uses differential pricing depending on consumer’s requirement and preference.
- No fluctuations on the price which is also maintained above average to maintain high value and luxury image.
- Pricing strategy helps hotel cater for different market segments thus increasing sales revenue.
- Pricing strategy also helps in tailoring products and services depending on consumers taste.
Promotion Marketing Mix
- Promotion includes personal selling through word of mouth, Facebook, Twitter, and YouTube.
- Most promotions are through public relations.
- Cipriani family members personally get involved in promotion.
- Certain well known people stay and eat in Cipriani venues to attract other clients.
- Advertising is in high profile travel, leisure, and business magazines.
- Exceptional customer service and restaurant brand for marketing
- Website offers preview of hotel, facilities, and product options.
- Photos of hotel facilities help create a brand image that attracts customers.
- Cipriani Global Luxury Hotel and Restaurant chain uses the marketing mix to:
- Increase its market share in the hospitality industry
- Increase customer satisfaction
- Increase sales revenues