Priyapaul, a chairperson at The Park Hotels, an award-winning portfolio of the thirteen boutique hotels spread out all over India, was in the middle of a brand torque system. Landor Associates, a leading brand consultancy had identified three areas of concern: the shrinking differentiation chance provided by the boutique hotel placement, consumers' negative awareness of The Park's properties, along with a lack of consistency across the resort properties in the brand portfolio.
Rivalry was heating up and Paul had a goal to expand her hotel portfolio to twenty properties in the following ten years. Paul knew that she needed to make some important changes including picking a new symbol altering her placement, and selecting the proper products and services that enriched her revitalized brand.
And, she had to decide where to site the hotel properties that are brand new to best compete against international behemoths, Starwood, Marriott, Hyatt and Intercontinental. How could she finest revitalize her brand to stick out in a busy marketplace, while maintaining its rich heritage? Which changes would finest propel The Park Hotels into the future?
The Park Hotels Revitalizing an Iconic Indian Brand Case Study Solution
PUBLICATION DATE: April 03, 2014 PRODUCT #: 314114-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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