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Marketing Strategy for Raffles Hotel Singapore: A Case Study
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Marketing Strategy for Raffles Hotel Singapore: A Case Study
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1. Marketing mix – 7Ps

Product: The major product is a Singapore institution and since it provides safety and convenience to customers especially tourists and the actual product which offered is actually called as the flight experience received by the customers. The master brand is the major reference point and the product has distinctive name and brand. It has great way to fly and it offers the calm and cheerfulness to customers on board. The strong and innovative move made by Singapore as they concentrate on service when compared with famous long bar. It carries strong offers such as free drinks and each suite is designed with English style with old light fittings and wooden beds. The options of food and beverages are expensive and the hotel was considered to be the good quality. (Aaker, 2010)

Price: The price of the ticket will decrease during off-peak season and vice-versa for the boom season of travelling like school holidays. The hotel has highly prices for their offers and the foods and beverages are expensive. They are dined at the Tiffin Room and it was known to be the good quality. For luxury stay and for high price target customers, it offers and recommends Raffles hotel, Singapore.

Place: The Raffles Hotel Singapore is one of the most attractive places in Singapore for tourists and customers. It is the most famous cocktail in Singapore and lots of customers visit the hotel in the famous long bar. The rooms have a dining table and sofa at the entrance and it monitors to serve the customers in a better way.

Promotion: The Company has partnership with multiple top hotels and telecommunication brand as well as credit card companies. It provides cheap air tickets and covers many destinations like Europe, Paris, London and Barcelona at very best price.

People: The major target customers for this product is called as business men and business women and the hotel targets mainly the high income customers and they look for high quality and reliable service with high level of comfort ability. The hotel is recommended for people who have high level of historical buildings and hotels and high luxury accommodation and visit, other hotels are also recommended for customers. (Craig, 2002)

Process: With respect to the process, the Raffles hotel Singapore deals with the refurbishment process with the updated style in the 19th century. The Raffles hotel is influenced by the European design and offers alternate services and goals that emerge in boutique hotels in Singapore.

Physical evidence: The services cannot be put into the physical context and the customer can evidently see, touch and smell or taste. It deals with the quality of services and offers physical product by the hotel. It manages to deal with the tangibles into intangibles. Thus, it manages to deal with the culture and develops attention to meet the cultural views and experiences. The other characteristic is important that provides ambience and generates higher score among the hotel brands in the category and importance of physical evidence. (Ron, 2001)

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