Institute of Health & Business Management

Jinnah Sindh Medical University

Submitted By:
Ayesha Mushtaq,, Aqsa Kanwal, Rida Noor
Jennifer William, Mehran Khan, Sheeba

Under the Guidance of:

Ma’am Tahira
MARKETING PROJECT ON RAMADA
BY WYNDHAM
 Introduction

We’re a hotel industry giant with an unmatched presence,

iconic brands, and an industry-leading rewards program. But
we’re more than our name and our portfolio of hotels. We’re
a company working hard to make hotel travel possible for all
people. Every day, around the world, the team at Wyndham
Hotels & Resorts is working to bring this vision to life.
 RAMADA RAMADA RAMADA

Our mission is to
make hotel travel
possible for all
To be the world’s Our values
people. Wherever
leading provider of represent the
they go, Wyndham
hotel experiences, principles that
will be there to
recognized for our we use to guide
welcome them. Our
commitment to quality, each decision.
owners play a critical
innovation, and They define our
role by putting this
customer satisfaction, culture and help
mission to work in
continuously striving to us to lead with
real time, in hotels all
exceed expectations strength.
over the world.
and deliver
DEPARTMENTAL HIERARCHY
UNIUE SELLING PROPOSITION (USP)

1. Comfort and Convenience

2. Value for Money
3. Customer Service
4. Versatility
5. Global Presence:
6. Reliability
COMPETITIVE ADVANTAGE
1. Strong Global Presence
2. Consistent Quality and Comfort
3. Exceptional Customer Service
4. Diverse Property Portfolio
5. Commitment to Sustainability
6. Technological Integration
Contribution to Pakistan's GDP by
Ramada Hotels & Resorts
 Tourism Revenue
 Employment Generation
 Local Supply Chain Integration
 Investment in Infrastructure
 Government Revenue
 Visitor Spending
MARKET ANALYSIS
Market Size and Growth: The hospitality industry in
Pakistan has been experiencing steady growth due to
increasing domestic and international tourism.
According to the Pakistan Tourism Development
Corporation (PTDC), tourism contributed
approximately 2.9% to Pakistan's GDP in recent years,
with further growth expected.
◦ Government Initiatives
◦ CPEC Impact
◦ Cultural and Natural Attractions
PRODUCT GROWTH ANALYSIS
 SWOT ANALYSIS
Strengths Opportunities:

Strong Brand Growing Tourism Sector:

Recognition: Ramada's Increased government
affiliation with Wyndham focus on tourism and
provides strong brand infrastructure
recognition and trust. development.

Weaknesses Threats
Limited Presence in Economic Uncertainty:
Secondary Cities: Currently Economic instability and
concentrated in major political factors can
cities, with less presence affect tourism and
in emerging tourist business travel
destinations.
PRIMARY CUSTOMER OF
RAMADA
1.Business Travelers
2. Leisure Travelers
3. Event Planners and
Attendees
4. Budget-Conscious
Travelers
5. International Travelers
6. Extended Stay Guests
7. Health and Wellness
Travelers
 SEGMENTATION STRATEGEY
Ramada's segmentation strategy involves tailoring their
marketing efforts and hotel services to meet the specific
needs of these diverse customer groups. This includes
offering a range of amenities and services, maintaining
various hotel categories (from budget to upscale), and
ensuring convenient locations

TARGET MAKET
Ramada’s overall target market includes both domestic
and international travelers, spanning multiple
demographics such as business professionals, families,
couples, and solo adventurers. The brand aims to cater
to the mid-market segment, offering reliable,
comfortable, and competitively priced accommodations
CUSTOMER WANTS
Budget-Conscious
Business Travelers


Travelers
1. Convenience
1. Affordability
2. Connectivity 2. Basic Amenities
3. Efficiency 3. Value for Money
4. Comfort
 International Travelers
 Leisure Travelers 1.
2.
Cultural Sensitivity
Global Standards
1. Comfort and Relaxation 3. Convenience
2. Family-Friendly
3. Dining Options  General Expectations
Across All Segments
 Event Planners 1. Cleanliness
2. Safety
1. Versatile Event Spaces
3. Loyalty Benefits
2. Comprehensive Services
3. Accommodation
BRANDING
1. Brand Identity
2. Brand Values
3. Brand Voice

PACKAGING
1. Guest Room Amenities
2. Welcome Package
3. Food & Beverage

LABELLING
1. Room Information
2. Signage
3. Staff Uniforms
SUSTAIN CUSTOMER LOYALTY
 Exceptional Customer Service
 Loyalty Programs
 Consistent Quality and Comfort
 Personalized Marketing
 Engagement and Communication
 Exclusive Benefits and Perks
 Feedback and Improvement
 Innovative Experiences
 Customer Appreciation Programs
 Employee Training and Empowerment
 ADVERTISING & PROMOTION MIX

1. Digital Advertising
2. Content Marketing
3. Public Relations
4. Direct Marketing
5. Partnerships and
Sponsorships
6. Promotional Offers
7. Events and Experiential
Marketing
PRODUCTION/ EQUIPMENT OF
RAMADA
Food and Beverage
1.PRODUCTION DEPARTMENT EQUIPMENT DETAILS
(F&B) Department:
1. Ovens, stoves, refrigerators,
freezers, dishwashers, mixers,
food processors, slicers,
cooking utensils, coffee
machines, and beverage
dispensers.
2. Housekeeping
Department
2. Vacuum cleaners, washing
machines, dryers, irons,
ironing boards, cleaning carts,
and cleaning supplies.
 PRODUCTION DEPARTMENT EQUIPMENT DETAILS

3. Maintenance
Department 3. Tools for plumbing,
electrical repairs, HVAC
systems, elevators, and
general building
maintenance.

4. Front Office and

Administration
4. Computers, printers,
telephones, reservation
systems, and security
cameras
 THREATS & WEAKNESS OF 4P’S OF
MARKETING
PRODUCT PRICE
 Threats  Threats
1. Changing Customer Preferences 1. Competitive Pricing
2. Technological Advancements 2. Economic Downturns

 Weakness  Weakness
1. Inconsistent Quality 1. Price Sensitivity
2. Aging Properties 2. Variable Pricing
PLAN TO OVERCOME
PLAN TO OVERCOME
 Standardization Initiatives
 Renovations and Upgrades
 Value Proposition
 Innovation
 Dynamic Pricing
 Sustainability Programs
 Flexible Packages
 THREATS & WEAKNESS OF 4P’S OF
MARKETING
PLACE PROMOTION
 Threats  Threats
1. Urban Development 1. Digital Disruption
2. Competition in Prime 2. Negative Reviews
Locations
 Weakness
 Weakness
1. Brand Perception
1. Less Attractive Locations
2. Limited Presence in Key
2. Marketing Consistency
Markets
PLAN TO OVERCOME
PLAN TO OVERCOME  Consistent Marketing
 Strategic Expansion Strategy
 Partnerships  Engaging Content
 Location-Based Marketing  Reputation Management
 ASSORTMENT OF SERVICES & AMENITIES

Accommodation Types
(Breadth)
 Standard Rooms:
Basic yet comfortable rooms with essential
amenities.

 Deluxe Rooms:
Upgraded rooms with additional space and
enhanced features.

 Suites:
Larger, more luxurious accommodations with
separate living areas.

 Family Rooms:
Spacious rooms designed to accommodate
families with multiple beds and child-friendly
amenities.

 Accessible Rooms:
Rooms equipped for guests with disabilities,
 Amenities and

Services (Depth)
Dining Options:
◦ Room service for in-room dining.
◦ Complimentary breakfast in many
locations.

 Leisure Facilities:
◦ Swimming pools (indoor and/or
outdoor).
◦ Fitness centers with modern
equipment.

 Business Services:
◦ Meeting rooms and conference
facilities.
◦ Business centers with internet access,
printing, and other services.

 Additional Services:
◦ Complimentary Wi-Fi.
◦ Laundry services.
◦ Pet-friendly options in some locations
 STRATEGIES
Pricing Strategy Positioning Strategy

Ramada typically employs a Ramada's positioning strategy

mid-range pricing strategy, focuses on offering
positioning itself as a value- comfortable, reliable, and
for-money brand within the convenient accommodations
hospitality industry. Their with a touch of luxury at an
pricing strategy includes: affordable price. Key elements
include:
 Competitive Pricing
 Seasonal Pricing
 Brand Reputation
 Global Presence
 Loyalty Programs
 Value Proposition
 Dynamic Pricing
 Target Market
VALUE ADD-ON TO RAMADA
1. Customer Experience Enhancements
◦ Personalized Guest Experience
◦ Smart Room Technology
2. Operational Efficiency
◦ Automated Check-in/Check-out
◦ Housekeeping Management
3. Digital Services
◦ Mobile App Development
◦ Wi-Fi and Entertainment Upgrades
4. Health and Wellness
◦ Wellness Programs
◦ Healthy Dining Options
5. Event and Meeting Enhancements
◦ Advanced Event Technology
◦ Event Planning Services
6. Safety and Security
◦ Enhanced Security Measures
◦ Health and Safety Protocols
IMPLEMENT STRATEGY
 Assessment:
Conduct a thorough assessment of Ramada's current offerings, guest feedback, and
market trends.

 Pilot Programs:
Start with pilot programs to test new initiatives and gather data on their
effectiveness.

 Feedback Loop:
Establish a feedback loop with guests and staff to continuously improve and adapt
services.

 Scalability:
Ensure that successful initiatives can be scaled across different locations without
compromising quality
 CUSTOMIZATION ARE RAMADA
OFFERING
 Accommodation Customization
1. Room Preferences
2. Amenities

 Event Customization
1. Meeting Rooms and Conference
Spaces
2. Catering Services
3. Event Planning Assistance

 Package Customization
1. Stay Packages
2. Loyalty Programs
EXPAND TARGET MARKET
1. Pet-Friendly Travelers
◦ Pet Amenities
◦ Pet Packages
◦ Pet-Friendly Policies

2. Adventure and Outdoor Enthusiasts:

◦ Adventure Packages
◦ Proximity to Outdoor Attractions
◦ Gear Storage

3. Senior Travelers
◦ Accessibility
◦ Senior-Friendly Services
◦ Discounts and Packages

4. Digital Nomads
◦ Long-Term Stays
◦ Workspace Facilities
MEDIUMS OF MARKETING &
ADVERISTING
 Website and SEO
Optimization
 Social Media
Marketing
 Pay-Per-Click (PPC)
Advertising
 Email Marketing
 Content Marketing
 Online Travel
Agencies
 Influencer Marketing
BREAKEVEN ANALYSIS
 Fixed Costs
◦ Rent/Lease: Monthly cost for property.
◦ Salaries: Wages for staff including management, receptionists, and
housekeeping.
◦ Utilities: Electricity, water, and other essential services.
◦ Marketing: Ongoing promotional expenses.
◦ Insurance: Coverage for property and liability.

 Variable Costs
◦ Supplies: Costs for toiletries, linens, and other consumables.
◦ Maintenance: Regular upkeep and repair costs.

 Revenue
◦ Average Daily Rate (ADR): The average price at which rooms are
sold.
 Occupancy Rate: Percentage of rooms occupied over a
given period
ESTIMATED CALCULATION
 Formula:
Breakeven point = Fixed cost/ ADR – Variable Cost

Fixed cost = 500,000

ADR = 100
Variable cost = 20

= 500,000/100-20
= 6,250

This means Ramada needs to sell 6,250 room nights per

year to cover its fixed costs and break even.