UUM COLLEGE OF BUSINESSSCHOOL OF BUSINESS MANAGEMENTA182BPMM3113 BRAND MANAGEMENTGROUP BThe Park Hotels: Revitalizing an Iconic Indian BrandCASE STUDYPrepared by;NAMEMATRIC NUMBERAthirah Binti Norman246953Sharifah Nur Ain Syuhada Husnah bt Syed Fadzil Hussain247393Nurul Fathihah bt Mohd Zawawi 247356Nurdalilah bt Mohd Dom 255642Nur Arina Izni binti Abdul Jalil 256662Prepared for;Dr. Norzieiriani bt. AhmadDate submitted;11thApril 2019
QUESTION 1Priya Paul is grappling with whether to unify all of The Park Hotel Properties under one brand orwhether to allow each property the autonomy to continue to do its own thing. Should she strive fora consistent brand experience across the properties or continue to allow local customization via theboutique hotel?I would say that Priya Paul should unify all the Park Hotel properties under one brand. Thekeys of profitable growth was to attract the right kinds of guests to The Park properties, guests whowould themselves embody the brand. The Park needs to concern on three areas. First, found that the boutique hotel model no longerprovided the differentiation it once had. A visual audit of competition illuminated the need to movebeyond boutique to maintain competitive differentiation. The boutique concept had become a point ofparity in the industry. Secondly, the consumers were deeming a ‘tired product’ with ‘outdated design’.The Park needed to leverage the excitement, glamour, and chic of its nightclubs to draw customersinto its hotel. Third, the decentralized nature of The Park should be worried because it can preventedit from building a focused brand identity. Each property almost a separate brand itself, which againstthe desire to build one strong brand and leverage its strength for the benefit of the business.Next, Priya Paul should strive for a consistent brand experience across the properties becauseguests certainly looking for unique experience, but they value a simple promise that consistentlydelivered throughout the hotel experience at all properties. Consistency does not have to be boring orbland. A powerful story of the brand repeatedly played out through the experience is what will driveThe Park brand to be success in the new market environment.QUESTION 2How should Paul brand the restaurants, nightclubs, casinos, and restaurants housed in her hotelproperties? Should they bear The Park Hotel name? Why or why not?Paul should bear The Park Hotel name for branding the restaurants, nightclubs, casinos, andrestaurants housed in her hotel properties in order to make them seen and heard against crowd. Manyof the customers drawn to The Park’s restaurants and nightclubs did not patronize its hotel room.Often The Park’s sub-brands such as “Someplace Else” nightclub and “i-Italia” restaurant were betterknown and popular than the hotels themselves. This is because the brand awareness of The Park waslow. The Park, in all of its various incarnations, was “consistently inconsistent”, according to thereport. Paul need to build one strong brand under only one name and leverage its strength for the
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- Spring '19
- Brand, Hotel chains, Park Hotel, The Park Hotels