BANGLADESH UNIVERSITY OF PROFESSIONALS
A report on the Marketing strategy of Sayeman Beach Resort
Course Code: MKT4202
Course: Tourism and Hospitality Marketing
Prepared for:
Dr. Easnin Ara
Assistant Professor
Department of Marketing
Bangladesh University of Professionals
Prepared by:
Alfee Shahreen Mashfee (18251047)
Ramisa Kabir (18251071)
Farah Manzoor (18251007)
Rahat Ahmed Shimanto (18251009)
Minhaj Zaman Tonmoy (18251055)
Batch: Marketing (2018)
Date of submission: 15th November 2021
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Abstract
In Bangladesh, the tourism and hospitality industry is one of the driving sectors of the economy. The
tourism industry projects a very high potential owing to the service providers and the level of services they
provide. Sayeman Beach Resort, situated in Cox’s Bazar district is one of the most high-profile tourism
service providers in the country. Catering premium and delicate facilities and various amenities for guests
both international and national, show its potential of contributing to elevating the industry standard.
Sayeman Beach Resort has a very distinct focus on flourishing further and contributing to the positive
growth of the industry. This study examines the strategy and overall offerings and everything that defines
Sayeman as a reputed tourism service provider in Bangladesh.
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Acknowledgement
At the very beginning, we would like to convey our deepest gratitude and humble submission to the
Almighty Allah for whose blessing we were able to accomplish the assigned task within the deadline.
We would like to extend full gratitude to our honorable faculty, Assistant Professor, Dr. Easnin Ara, for
providing us with the necessary instructions and guidelines for the successful completion of this term paper.
We would also like to express our deepest appreciation to all those who provided us with the possibility to
complete this report. We sincerely believe that the road to improvement is never-ending. Hence, we shall
look forward to and gratefully acknowledge all suggestions received for our future endeavors.
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Letter of Transmittal
15th November 2021
Dr. Easnin Ara
Assistant Professor
Department of Marketing
Bangladesh University of Professionals
Subject: Submission of term paper
Respected Ma’am,
With great pleasure, we are submitting our term paper on the topic ‘‘Sayeman Beach Resort’’ While
preparing this report, we have made sure to follow the given instruction and guidelines, which we are
immensely grateful for.
This report has been enhanced by the experiences we have achieved during our research. It will be helpful
to enlighten our future and knowledge. We hope this report will be an informative as well as a
comprehensive one.
We express our utmost gratitude to you for dedicating your valuable time, expert guidance, and support.
We shall be pleased to answer any sort of query you may have regarding this topic.
We hope with great anticipation that you would like and accept our term paper, looking forward to your co-
operation.
Thanking you,
Alfee Shahreen Mashfee (18251047)
Ramisa Kabir (18251071)
Farah Manzoor (18251007)
Rahat Ahmed Shimanto (18251009)
Minhaj Zaman Tonmoy (18251055)
Section: A
Batch: Marketing (2018)
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Table of Contents
Introduction 5
Marketing Mix 6
Product & Services: 6
Price: 7
Promotion: 8
Targeting and Positioning: 9
Maintaining Customer Relationship 9
Competitors 9
Impact of COVID-19 11
Conclusion 11
Recommendation 12
Reference 13
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Marketing Strategy of Sayeman Beach Resort
Introduction
The tourism appeal of any country depends largely on its history, archaeology, natural beauty, and
old palaces. Considering this point of view, Bangladesh can claim to be a historic country as it was
known as Gangaridai meaning Nation on the River Ganges. (Ahmad, 2021). The hospitality
industry is experiencing a boom across the world, including Bangladesh. A plethora of new hotels
have opened in Dhaka, Chittagong, Sylhet, and Cox's Bazar.
Sayeman has been a trusted brand in the hospitality industry in Bangladesh since 1964 pioneering
the hospitality business in Cox’s Bazar. Sayeman Beach Resort, a new beachfront property by
Kolatoli beach was constructed in 2015 and has since been the best hotel in Cox’s Bazar and won
the Number one traveler’s choice award every year by Trip Advisor. After fifty years of glorious
past, Sayeman Beach Resort revives its famed legacy of comfort, elegance and impeccable service.
Sayeman Beach Resort, Cox’s Bazar, was awarded “Leading Beach Resort” in South Asia on 20th
September 2019 in Galle, Sri Lanka by the South Asia Travel Award.
With its richly historic past, the Hotel Sayeman now fully becomes a part of the exciting and
rapidly changing present with the addition of a modern, elegant luxury oceanfront hotel. The
beauty of Cox’s Bazar – the climate, the panoramic ocean views, the sandy beaches, the rich
culture and history, and the sun’s warmth – is what attracts people here. And the Sayeman Beach
Resort provides its customers exactly just that with extraordinary comfort, luxury, and services.
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Marketing Mix
Product & Services:
Sayeman Beach Resort, the illustrious lifestyle destination offers 228 guest rooms, including 16
Panorama Ocean Suites with a 180-degree view of the Bay of Bengal, 38 Ocean View suites
overlooking the sumptuous infinity pool, an exclusive portfolio of leisure and entertainment
experiences, and over 20,000 sq ft. of expanded event space that includes several meeting rooms,
executive boardrooms, breakout area, a grand ballroom, multipurpose halls and flexible indoor and
outdoor event spaces.
1. Accommodation:
● Panorama Ocean Suite
● Junior Suite
● Infinity Sea View
● Super Deluxe King
● Super Deluxe Twin
Complimentary Benefits:
● Welcome Drinks
● Mineral Water
● Airport Pick Up & Drop
● Complimentary Breakfast
● Daily Newspaper
● Fastest WiFi Service
● Fitness Center For An Hour
● Infinity Swimming Pool For An Hour
2. Restaurant & Bar:
● Casablanca Restaurant
● Surf Side Café
● Sunset Bar & Grill
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● YuMe Infinity Pool
3. Meetings & Events:
● Marina Hall
● Carnival Hall
● The Verandah Meeting Room
● Tides Meeting Room
● Waves Meeting Room
4. Relaxation:
● The Infinity Pool
● Tararom Spa
● LifeStyle Gym
● Children’s Pool
5. Recreation:
● The Beach
● Marco Polo Pool
● Marco Polo Hand Soccer
● Jet Ski
● Surf Board
● Business Center
Price:
Pricing strategy has been consistent with the differentiation objective, to provide added value for
a reasonable rate as opposed to discounting and de-valuing our products and services.
Room rates quoted are net of tax and service, are per night, per room with continental breakfast
included:
- Panorama Ocean Suite: BDT 43,520
- Junior Suite: BDT 21,760
- Infinity Sea View: BDT 18,000
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- Super Deluxe King: BDT 10,500
- Super Deluxe Twin: BDT 10,500
The rates for grand ballrooms and meeting rooms are set after pre reservation requests are made
and other details are discussed with the hotel management.
The rates for recreational activities are:
Activity Duration Rate
Pool Visit 1 hour BDT 300
Sea Kayak 1 hour single / 2 hour BDT 500 / BDT 800
single BDT 800 / BDT 1,500
1 hour double / 2 hour BDT 3,000 /BDT 4,000
double
1 day single / 2 day double
Surfing Board Surfing board (without BDT 500
trainer) per hour BDT 800
With trainer per hour BDT 1000
Paddle board per hour
Promotion:
Sayeman does its promotion in two ways, direct and indirect. For direct promotion, Sayeman relies
on Social Media Marketing, Email Marketing, and their Website. They bring different offers at
different times of the year and cater to the different market segments such as families, couples,
corporates, etc. For indirect marketing, they rely on different tour operators. Word of mouth,
affiliations with airlines and banks, corporate partnerships, etc.
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Targeting and Positioning:
Sayeman caters to the high-end market of the industry. They target the upper-middle class and the
upper-class socio-economic division. Generally, the age group they target is between 25- 60 years
of age. Sayeman not only targets B2C customers but also B2B customers. They have close
affiliations with corporations and NGOs. Most foreign NGO and UN agency staff working in the
Rohingya camps, one of the largest refugee camps in the world, feel safe at Sayeman (The Business
Standard, 2021). Sayeman Beach Resort positions itself as the epitome of extraordinary comfort
and luxury through infusing modern sophistication into this vintage-chic, iconic hotel.
Maintaining Customer Relationship
To maintain a good relationship with customers, one needs to properly understand their needs and
expectations. Sayeman maintains a very close personal relationship with its customers aimed at
maximizing long-term loyalty. They directly communicate with existing customers via emails and
also maintain corporate relationships with large corporations and NGOs. They work hard to
provide guests with the best possible experience by ensuring that guests are always attended to
with a smile and never feel not welcome. They even go the extra mile by calling and checking up
on the safety of customers after their departure. The resort also offers special packages for
honeymoons, winter and new year’s.
Competitors
1. Royal Tulip Sea Pearl Beach Resort: Royal Tulip Sea Pearl Beach Resort & Spa is located
on Inani beach, Cox's Bazar with lush green hills rising from the east and endless sea
stretching on the west, the resort offers panoramic visuals of the Bay of Bengal. Nestled
in the heart of nature along the world’s longest natural sandy beach, the resort is spread
over 15 acres, located 40 minutes away from the hustle of Cox's Bazar city with easy
accessibility to all the major tourists.
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Apart from luxurious rooms & suites and two swimming pools (one exclusively for ladies),
the resort boasts of a plethora of indoor & outdoor activities for both adults and kids which
include an internationally acclaimed water park, tennis & badminton courts, 3D movie hall,
billiards, amphitheater, a luxurious spa, and a well-appointed gym. (Sea Pearl Beach Resort
and Spa Ltd., 2021)
2. Ocean Paradise: Overlooking an uninterrupted expanse of Kolatoli Beach, Ocean Paradise
Beach Hotel and Resort is situated in one of the most picturesque locations in Cox's Bazar.
The hotel promises its guests a holistic hospitality experience right from their arrival in
Cox's Bazar with convenient airport pickups and drop-offs for visitors flying into the
coastal town. (Ocean Paradise Hotel & Resort, 2021)
3. Long Beach Hotel: Long beach hotel aims at providing the best experience to its customers
through its wide array of services. It is located near Laboni beach. But it has the
disadvantage of being farther away from the beach than its competitors even though it
provides similar services like that of its competitors. One advantage they have is the huge
wedding hall which can offer an unforgettable experience.
4. Jol Tarongo: Jol Tarongo is located at the heart of Laboni beach, only 10 minutes away
from the airport. Their greatest advantage being that it is one of the closest establishments
to the beach with an amazing infinity pool overlooking the sea, Jol Tarongo offers an
unbelievable and unreal sea view from its guest rooms, offering the rare opportunity to
enjoy sunset from bed. It is well equipped with all the latest services and modern amenities,
since it is a new and recent establishment, to make the customer’s stay a memorable one at
Cox’s Bazar. (Joltarngo, 2021). Since it is an Army-backed organization, customers feel
safer and at ease here.
5. Mermaid Eco Resort: They aim at Regaining the customer’s balance with nature, and
contemplating peaceful seclusion at the resort's villas and bungalows. Each room is unique
with its hand-crafted characteristics. Using thatched roofs, pressed bamboo walls, and
reclaimed teak finishes, the entire resort is designed to express nature's abundance.
(Mermaid Eco Resort, 2021)
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Impact of COVID-19
The Hospitality and Tourism Sector (HTS) is one of the 15 major sectors used to estimate the
country’s GDP. the sector was one of the worst-hit sectors affected by the COVID-19 pandemic.
The country-wide lockdown imposed by the government led to the closure of hotels, motels,
restaurants, and transport sector activities as well as cancellation of all domestic and international
flights to and from Bangladesh resulting in huge losses in this sector. Even though the lockdown
has been gradually withdrawn since June 2020; this sector is still susceptible to the adverse effects
of the COVID-19 pandemic in the long run considering the incessant spread out of this deadly
virus. At the onset of the pandemic, tourism service providers including Sayeman have taken a lot
of preventive measures to fight the virus. They have taken extra precautions upon the arrival of
guests by having temperature checks and proper sterilization. Upon checkout from every room,
the rooms and bathrooms are sterilized and cleaned even better than before. In the lobby, all the
surfaces are wiped on an hourly basis so that the spread of Covid-19 through surfaces is not
possible. By doing these and even more, Sayeman Beach Resort has been able to regain its traction
and attract more tourists in the post-covid situation.
Conclusion
Sayeman Beach Resort is one of the most luxurious resorts in Cox’s Bazar and they have held that
title for a long time. Even though it was established in 1964, the resort has not lost its way and has
still proven to be relevant to the customers. Being the closest hotel to the beach and providing the
best service to its guests, Sayeman has been able to retain both its B2C and B2B customers. But
in the advent of the recent outbreak of Covid-19, the resort has faced a lot of challenges along with
the entire tourism industry. However, with decreasing infection rates, Sayeman has bounced back
and taken up its place at the top tier of the mantel.
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Recommendation
Since the tourism sector is still seeing the adverse effects of the Covid 19 pandemic, All staff of
the accommodation establishment should comply with basic protective measures against COVID-
19.
Starting from the Action plan to deployment of resources, communication and training of staff
should be developed as a comprehensive strategy to adapt to the post-Covid situation.
In the post-pandemic rebuilding process, hotel management should be able to enter the recovery
market with confidence and start working towards sustainable success. And for that it is very
important to focus on the following things to rethink the entire strategy:
1. Understand Post Pandemic Guests’ Behavior
2. Make Digitalization A Priority
3. Establish synergies with other businesses.
4. Keep in contact with your past guests and website visitors.
5. Take measure of customer service performance regularly.
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Reference
Sayeman Beach Resort. (2021). Home. Retrieved from
https://sayemanresort.com/?fbclid=IwAR0C4KPTSMrGfbeTkA-
ApvtK2d3joregR0NnbjYqCL6V0fF7e-PKNcNpvc8, Accessed on 12th November 2021.
Sayeman Beach Resort. (2019). Sayeman Beach Resorts Wins “LEADING BEACH RESORT”
Award from SATA. Retrieved from https://sayemanresort.com/sayeman-beach-resorts-wins-
leading-beach-resort-award-from-
sata/?fbclid=IwAR2iYlL9bNcd8WJeJ_bE9zbHwYmp1mbQBANIMfhEmVk6Yp2qn8mt7Ns26
vc, Accessed on 7th November 2021.
The Business Standard. (2021). Hotel Sayeman: Pioneer in beach town tourism. Retrieved from
https://www.tbsnews.net/dropped/industry/hotel-sayeman-pioneer-beach-town-tourism-
305257?amp, Accessed on 3rd November 2021.
Yunus, M., Hoque, M. M., Chowdhury, T. T. (2021). Impact of Covid-19 on Tourism Industry in
Bangladesh: Analysis of Current Situation and Suggested Strategies for the Future. Bangladesh
Institute of Development Studies. Retrieved from https://bids.org.bd/page/researches/?rid=214,
Accessed on 6th November 2021.
Ahmad, S. (2013). Tourism industry in Bangladesh. The Daily Star. Retrieved from
https://www.thedailystar.net/news/tourism-industry-in-bangladesh, Accessed on 10th November
2021.
Sea Pearl Beach Resort and Spa Ltd. (2021). Home. Retrieved from
https://www.seapearlcoxsbazar.com/, Accessed on 13th November 2021.
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Ocean Paradise Hotel & Resort. (2021). Home. Retrieved from
http://www.oceanparadisehotel.com/, Accessed on 10th November 2021.
Joltarongo. (2021). Home. Retrieved from https://joltarongo.com/, Accessed on 9th November
2021.
Mermaid Eco Resort. (2021). Home. Retrieved from https://mermaidecoresort.com/, Accessed on
7th November 2021.
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