Scribd
Upload
514 views

LR

The document summarizes information about the Forte Village Resort in Sardinia, Italy. It discusses the resort's history and amenities, pricing structure, marketing strategies, and competitors. Key points include that the resort offers various accommodation and dining options and charges for extra amenities. It analyzes converting all 4-star rooms to 5-star suites and discusses using an umbrella brand and pricing options for the future. The resort aims to attract more high-end customers while maintaining regular clients through a gradual room conversion strategy.

Uploaded by

asa
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
514 views

LR

The document summarizes information about the Forte Village Resort in Sardinia, Italy. It discusses the resort's history and amenities, pricing structure, marketing strategies, and competitors. Key points include that the resort offers various accommodation and dining options and charges for extra amenities. It analyzes converting all 4-star rooms to 5-star suites and discusses using an umbrella brand and pricing options for the future. The resort aims to attract more high-end customers while maintaining regular clients through a gradual room conversion strategy.

Uploaded by

asa
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 14

The Eleganzia Group

Group 8 | Section B
Akhil Yadav
Kriti Jain
Nikhil Kumar
Nishant Verma
Ritika Kohli
Shelly
Surjo Sankar Sarkar
Titus Michael
Forte Village Resort
● [Dates back to 1971, when Lord Charles acquired the property]
● Offered rooms at half board packages with breakfast and dinner included
● Had 21 restaurants & wide range of activities
● Guests had to pay for all extras such as tennis lessons, the Chelsea Soccer
School, the Rugby Academy, the spa, bowling all food and beverage etc.
● Increased room prices- 7% for 5* rooms, 2% for 4* rooms
● Excess demand for 5* rooms; 70% occupancy for 4* rooms
● Resort comprised of 4 deluxe 5* hotels, 4 4* hotels, and a villa
● Special welcome to 5* guests; gifts , welcome tea or wine
● Rent : 50,000 euros/ week for villa; ranging 295-4500 euros for 4* to royal suite
● Every morning resort’s room division manager met all hotel managers
● They had something for everyone
Forte Village Resort- Cont.
●
● C&I - 120 business events per year
● C&I - Can offer business conference rooms to outdoor activities that everyone can enjoy
● C&I - resort offers rooms at lower price than in leisure segment
● C&I - mass booking takes place & they spend more on extras
● Food and Beverage (F&B) : Gave personal attention to guests; buying an experience
● Leisure & Sports : At night, organized events in its main square
● Leisure & Sports : tennis lessons, the Chelsea Soccer School, the Rugby
● Luxury Shopping experience : Shopping area covering 650 sqm of selling space, 35 luxury mono brand
stores
Marketing
● Classified customers on basis of income, net worth
○ High - €0.5 to €5 million
○ Very High - €5 million to €50 million
○ Ultra High - €50 million and above
● Second criterion
○ Liberal - climbing corporate ladder
○ New money - advanced in their career
○ Old money - senior positions for long time
● C&I
○ Large companies
○ Small companies
Other properties
● Castel Monastero
○ 75 villas, church, spa
○ Ramsey restaurant, cooking classes, wine tasting
○ Could be booked for wedding, C&I events
● La Maddalena Hotel & Yatch club
○ 164000 sqm area
○ 600 boat harbor, 95 room hotel, business center & spa
○ Sailing tournament, the Louis Vuitton Cup
● Capo Malfatano
○ Immersed in nature, beautiful area near coast
● Skiing locations or properties in Maldives Islands to
complement Forte Village
Channels Used
● 3 leisure and 1 business distribution channel
● Leisure - set of tour operators, travel agencies
○ Offer attractive packages when combined with travel components
● Own network of ultra high net worth individuals
Communication Strategy
● Sent offers to former guests
● Gifting clients during their stay to remind them of the resort and encourage
referrals
● Videos shown on TV screens in Milan & Rome airports
● Co-marketing - partnerships with other companies (for example, Centurion a
credit card company)
● Advertising in newspapers
● Cross selling
Competitors
● Starwood
● The Hilton Worldwide Group
● Marriott international
● One&Only resort
● Chia Laguna
● La Maddalena Hotel
● Yatch club
● Valtur resort
Problem statement
● Establish cost at Forte Village Resort, which is most well known property
● Pricing model
○ All inclusive
○ Billing guests for every additional action
● Convert 4 star rooms into 5 star suites or not?
● Can all the property be brought under one umbrella brand, Eleganzia
Pricing Options for 2010
1. Increase the price: Include extras and provide semi-inclusive package
Customer may perceive it as a better
option. Perception of more benefits Only way to attract customers would be
(Bundling effect) to discounts which might hamper brand
value

2. Keep the price same: Keep the price same, marginal increment on the
basis of inflation
No dilution of brand value and extra Not a permanent method to build
services can be provided free of cost to loyalty in customer’s mind.
attract customers in off season
Convert 4 star rooms into 5 star suites or not?
Converting all 4 star rooms to 5 star High Season Low Season

Estimated no. of 5 star rooms 211 Occ rate 100% 55%

Average Family rates per night 2975 2975 1728

Estimated Income 627725 200588

No.of days 69 75

43313025 15044097

Total Income in 1 year 58357122

Cost of conversion 21100000 37257122

Breaking even within One year


The Path Ahead
The Umbrella Brand

The Mariott Model

● Build familiarity with the parent brand with the


customers of Forte Village
● Continue to emphasise parent brand in other
properties managed by the group
● Will signal the high service quality for both new and
regular customers in parts of Italy or the world other
than Sardinia
Switch from 4 star to 5 star
● We recommend a gradual switch to not lose out on regular clients which are
45% of the leisure clients (27000)
● With last years occupancy rate of 70% can change 30% of the inventory into 5
star to begin with, increasing every year
● Losing on regular clients will hamper the main source of awareness for the
property
● Switch is conducive since communication strategy is designed keeping in
mind clients for the 5 star hotels
Thank You

You might also like