Plan de marketing

a.1

MAXIMUM COMFORT AFTER A DAY OUT ON THE SNOW At Meliá Sol y Nieve, the rustic and the modern blend together in a warm atmosphere with stunning views of the mountains. You will be surprised by its wide range of après-ski activities.

DESCRIPTION ○ In Plaza de Pradollano, the heart of the shopping and leisure area, only 100 m from the ski lifts ○ Magnificent YHI Spa measuring 2,500m2 to relax after a day of fun in the snow (with charge, bathing caps and flip-flops not included) ○ Delicious full breakfast buffet, specially designed for skiers ○ Rooms with fantastic mountain views (with charge) ○ Exclusive and personalised The Level service ○ Fully equipped 24 hour gym, fitness room, miniclub, ski storage and solarium with stunning views ○ The hotel offers a wide range of activities for children and adults ○ 24 hour public car park with 200 spaces (with charge) ○ Only 33 km from Granada and the famous Alhambra, Cathedral and Capilla Real

The Meliá Sol y Nieve is located at the foot of the slopes in the ski resort of Sierra Nevada, in Plaza de Pradollano, the heart of the shopping and leisure area, only 100 m from the ski lifts. Its strategic location in the centre of the ski resort and only 33 km from Granada, its excellent services and fully equipped facilities make the Meliá Sol y Nieve the perfect choice for your trip to Sierra Nevada.

Recently fully renovated, the hotel has a spectacular YHI SPA measuring 2,500 m2 (with charge, bathing caps and flip-flops not included), a fully equipped 24 hour gym, a modern lobby, public areas, a miniclub, games room, ski storage, 4 meeting and event rooms for up to 300 people; as well as magnificent guest rooms where you can enjoy superb views of the Sierra Nevada mountains.

ROOMS Meliá Sol y Nieve hotel in Sierra Nevada provides ​258 rooms. ​171 Classic Rooms (140 doubles and 31 family rooms), 30 Premium Rooms for 2-3 people, 39 The Level Deluxe Rooms for 2/3 people, 17 The Level One Bedroom Suite for up to 3 people and 1 Gran Suite with Jacuzzi on the terrace, all outward facing, and many with views of the slopes.

SERVICES ● ● ● ● ● ● ● ● ● ● ● ● ● ●

Room service: 24 hour reception: 24 hour wake-up calls: Free WiFi internet throughout the hotel: Business Centre with two computers: Photocopying and printing service: Laundry and ironing service : Public car park with 200 spaces: Wellbeing massages and beauty treatments: Manicure and pedicure: Ski storage Ski school: Ski rental: Yhi Spa: YHI SPA is a place bathed in YHI energy, a place for the recreation of the senses and the purification of the body, equilibrium of the mind and cultivation of the soul.

The hotel provides a fully equipped YHI Spa measuring 2,500 m2 (with charge) where you will find 7 treatment cabins (one double room with private whirlpool), as well as an extensive hydrothermal circuit and relaxation area. ● ● ● ●

Outdoor shopping gallery: Children’s Club for kids between 5 and 12: Games room with pool, table football and video games: Guided tours of the city of Granada:

FACILITIES ● ● ● ● ● ●

Hotel adapted for disabled guests Fully equipped free 24 hour gym for hotel guests Fitness Room Terrace for smokers 4 meeting rooms for up to 300 people Spacious dining areas: Veleta Restaurant and Q-Lounge

ADDRESS Plaza de Pradollano, s/n Granada - Sierra Nevada Name Meliá Sol y Nieve Type Hoteles Category 4 ****

YHI SPA

CHILDREN’S SPA

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For all children under the age of 16 only when accompanied by an adult. Free for hotel guests 1 pool with jets, a slide and hydromassage

a.2 https://www.ddw.com.ar/guias/119-otros/413-la-planificacion-comercial https://www.entrepreneur.com/article/263568 Melià Sol y Nieve hotel sells lodging as a product, but we have take in count that it is a tourist company which sells lodging and catering, (both activities are related to the site where it is located: snow and summer activities (in this two seasons there’s a nice weather and a remarkable climate)).

The price per night for two persons is 208€; analyzing this in depth, we can notice that it is a higher price but, at the same time adapted to the site. Being the hotel situated in the

mountain with a colder climate in winter, it offers comfort and well-being to the guest. The quality of the service and the great visual sensation of its bedrooms make the price to be suitable for the conditions the hotel gathers.

This is what the hotel earns selling its product without any commission (if there were anyone, probably this could make the price to keep on the same line or to rise according to the reservations and days when we make them).

The hotel promotes itself mainly on its webpage ​www.melia.com​. It’s a webpage with full information where everyone can take interest in every reservation and what it implies; apart from that, the web’s design makes it attractive, showing its products and prices without stop looking it great quality. With the description of its arguments, we see that it tries to take finely its customers.

At the same time, it is still promoting itself in social media (where the customer not only can see the picture and brand of the hotel, but the opinions of other customers, affecting positively or negatively (this depends on them)).

The distribution would be by travel agencies. b.1 ● WEAKNESSES: The location of the hotel is away from the city centre.

Expensive price, only affordable for upper class guests.

Limited access (requirement of chains). ● STRENGTHS: Location of the hotel.

International recognition.

Activities suitable for children.

Parking places next to the hotel.

Transport.

Near to the ski slopes.

Biosphere Reserve by UNESCO. Mountain views.

Good opinions of the customers.

Actual architecture. ● OPPORTUNITIES: Job creation.

Proximity to the coast of Granada.

Close to shops and bars. ● THREATS: Competence.

Climate change.

Temporariness.

Economic crisis.

E​ntry of new competitors with lower costs.

Little adaptability to change. c.1 · It gives to our business a perspective and direction identifying the best opportunities it can bring and possible menaces (snow need in winter, opening season of the ski resort, etc.). · fee.

It identifies the tools out hotel can use effectively to fight the rivalry and gain a market

· It saves time and money focusing its resources in drawing the suitable tourists (in our case, guests with a high purchasing power that love so much skiing and the mountain’s environment) and the inversion of marketing initiatives that support the general objectives of our company. · It translates effectively the vision of our business, mission and objectives in marketing initiatives. ·

It works as a base for all our campaigns of communication and publicity.

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It gets better the effectiveness of our marketing to our guests and partners.

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It increases bookings and its benefits.

· When being elaborated a suitable branding and positioning process in order to gain the attention of potential customers, it creates preference on them to our hotel. · It identifies the number and market frequency (qualitative and quantitative) in order to know and investigate on different items (like customer’s satisfaction, preferences and much more). https://www.questionpro.com/blog/es/por-que-el-plan-de-marketing-es-tan-importante-para-t u-negocio/ d.1 For the purpose of our hotel, we have chosen the guidelines of the text “Everybody plays hotel guest loyalty and social good through game mechanics”. d.2

http://www.hotelmarketingstrategies.com/everybody-plays-hotel-guest-loyalty-and-social-goo d-through-game-mechanics-9132/ https://www.luitpoldbad.de/en According to the text, these are the coincidences we have found: 1. The hotel in question has a manner to foster loyalty translating the principles of videogames to the reality (if guests book on the hotel, they can upgrade from rank (that includes a letter which contents the number of nights they need to get the next promotion and a free meal). In our case, we make special promotions if they create a Meliàreward Account (obtaining a 15% of discount when booking (and getting points everytime they do it and redeeming them for special “Melià emotions”); 2. At the same time, they can have special offers and promotions if they register themselves to receive our special bulletin on their emails; 3. Also, they have a “special obligation” of doing a good action. According to the text, guests can choose what good deed they want to do; according to us, they can follow where is invested the money they give us for good actions (normally, we invest it in forming and contracting the students who study on our hospitality school, spreading the traditional cuisine of Granada, making responsible events and minimizing the damage to the environment, promoting the green mobility through recharge points for electric vehicles, promoting the cultural heritage of the city and organising funny sensibilization activities).

e.1 ● ● ● ●

Competition: The business nearby that offer the same product (accommodation).

Governmental policies: The laws in this case are of the Junta de Andalucía.

Natural forces: Depends of the weather and specially the snow can be affected.

Social and cultural forces: ​Since clients from several countries are accommodated, it is necessary to adapt to their needs and wishes.

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Demographic factors: It’s situated in a zone where there are enough population around it ,settling in rural areas.

Technological changes: Thanks to the advance of new technologies there is a best way to contact and reserve the room (web page),also where customers leave an opinion about our product.

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https://fundamentodemercadotecnia04.wordpress.com/el-entorno-del-marketing-el-macroent orno/ Appart from our hotel, there are 3 hotels more with 4 stars, and one of them is from the same company: the Melià Sierra Nevada.

On everyone of its 67 rooms (external), with a full bathroom, there is a service full of kindness: ● TV ● Satellite dish ● Canal+ ● Minibar ● Strongbox ● Internet on every room

Services: ● ● ● ● ●

Heated swimming pool Jacuzzi Hot springs Full equipped room WiFi on every room.

http://www.kenianevada.com/

It has 31 rooms, including doubles, triples, quadruples and suite Don Ignacio, all very comfortable, external and fully equipped. Some also have a small terrace.

Services: HG Maribel Sierra Nevada has a Restaurant, Bar-Coffee shop, Solarium, Games Room, Relaxation area with a Jacuzzi, Sauna and Massage Service, access to the Internet, Wifi in public areas, Laundry service, Ski Lockers, Parking under availability, Free Minibus Shuttle Service to Plaza de Pradollano following the established timetable and Access for the Disabled.

http://www.hghoteles.com/en/24/ g.1

Specific: What I want to obtain with my hotel.

Measurable: What KPI or indicators can be used to measure its efficiency?

Attainable: Is the goal reasonable?

Relevant: Why does it interest to my business or guests?

Timely: When I want to get this goal.

Our SMART objective is to increase the visits to our web site in a 50% (from 1,000 to 1,500), because in our web it will be everything related to our product; appart from this, we will do discounts with direct bookings in our web, doubling the sales of our product to be ready for the launch of our renew product on the next 60 days. â—?

S: To increase the sales in a 50%.

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M: The number of visits (between 1000 and 1500) and bookings done on our web can be great indicators.

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A: Depending on the number of visits and bookings done, we can see if our guests are interested or not in our product.

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R: Our aim is to renew our product.

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T: 60 days.

g.2 Supposing we have 45.400€ for the rest of the year, this would be an option for distribution for every consignment for all the year: ● ● ● ● ● ● ● ● ● ●

Software: ​2.400 € Public relations: ​1.000 € Printed media publicity: ​500 € Online publicity: ​3.600 € Events and sponsorships: ​5.000 € Expense on publicity or marketing agencies: ​15.000 € Blog and web maintenance: ​3.000 € Generation of contents for the blog: ​6.000 € Graphic design: ​2.400 € Merchandising: ​1.500 €

Paid publicity: Is that of printed media, online, radio and TV and the expense on marketing and publicity agencies (the better spreading we have, the best knowned we’ll be).

Merchandising: This includes the booklets, catalogues, delivery articles, etc. (with these, we create more interest in our guests (specially with the detailed information we’ll give on our booklets and catalogues)).

Technological expenses: They are the software, blog and web maintenance and the generation of contents for the same (we need to maintain both in order for our guests to access to online information about us and leave us any doubt or suggestion; also, it leaves to book directly to those who normally make their reservations online).

Production expenses: It’s the graphic design (with this, we can create publicity too).

Apart from this, are the public relations, events and sponsorships (which conform a way of a personal approachment to our guests).

https://youtu.be/HRmDY1S3i30

h.1 Marketing goals

Action plan

Strategies/Tactics

Materials

Launch product

Know how our product is influencing in our guests through their opinions on the web, web agencies, metasearchers and doing surveys (online, in paper and telephone)

SEARCH

A new web site to accommodate easy update, multimedia, mobile devices and a blog.

our

new

Incorporate SEO best practices into our website/blog to increase visibility in the search engines.

Create a local profile on Twitter, Facebook and Google+ and get customers’ reviews.

Promote our product through the offical web of Sierra Nevada.

Increase 1000/1500 the number of visits and bookings in our webpage

SOCIAL MEDIA

Define relevant keywords for use in Develop a SEO best practices, Facebook/Google+/ social media profiles Twitter company and all online

page with consistent marketing content. branding.

Create two videos for posting on the block and promoting through Youtube.

CONTENT MARKETING

Create a social media profile and consistently apply it Research blog to selected social syndicators to media applications. incorporate our blog for a wider reach.

Create a free report to encourage visitors to sign up for mailing list.

Create a monthly eNewsletter to send to list.

INTERNET EVENTS

Develop a list of content topics, creating an editorial Develop a 45 minute calendar to ensure webinar to provide consistent, relevant valuable content content creation. and introduce our services to our target market.

Improve our presence on social media.

Acquire audio/video recorder to create the multimedia materials.

Sign up for iContact to build our mailing list.

i.1 The mechanism of control and quality we have adopted in our marketing plan are these: 1. Name a quality agent with specific attributions. It will be the responsible of organization and coordination.

2. Establish and document a well documented quality system and the mechanisms which leaves the constant update of the system and the quality registers which are constantly being generated.

3. Establish a system of evaluation and following of guests’ satisfaction and the quality of rendered services by satisfaction surveys and the opinions of our customers on our web.

4. Establish a system to attend the incidences related to quality fault (taking in count, specially, their complaints and claims).

5. Introduce an improvement plan gazing at these phases: A. B. C. D. E.

Problem’s identification; Development of a corrective plan; Application of the plan; Verification of the results; Process modification.

6. Introduce a plan of security and prevention of risks in order to save the integrity of our workers and guests.

7. Determine commercialization related to the capacity of our hotel and possible situations of saturation.

8. Define clearly employments and its competences with qualified people and offering a continuous formation.

9. Develop good environmental practices like: A. Energetic consumption saving; B. Reduction of water consumption; C. Responsible purchase of products made with standards which ensure less impact with the environment or the surroundings; D. Promotion of the reapplication of materials; E. Correct management of generated waste. j.1 In the take of decisions of our company, this must consider and evaluate natural resources it uses and the implications of this use for the natural environment. Between the factors that influence on this take are: 1.

2.

3.

4.

The prices of raw materials and energy; The existent technologies and their cost; The actual environmental legislation; The restrictions, tributes and sanctions that affect to the production cost to offer.

With this, we try to internalise the environmental costs into the results account (having this a short-time negative repercussion on the generated benefits). We can eliminate this disadvantage with an improvement of total productivity applying or developing cleaned

technologies and/or a differentiation and qualification of our products when taking part on the offer with new products or services which minimise the environmental impact.