Marketing and Brand Positioning Strategies in the Hotel Sector: An Exploratory Study

Detalhes bibliográficos
Autor(a) principal: Lima, Gustavo Barbieri
Data de Publicação: 2010
Outros Autores: de Carvalho, Dirceu Tornavoi
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/12619
Resumo: Due to the strong incentive of tourism in Brazil, whether for leisure or business purposes, the competitive environment in the hotel industry is highly strained. Offers of superior value to clients and competition for reduced prices is directly related to the hotel industry. Thus, marketing strategies, based on marketing segmentation, target market definition and positioning and branding strategies are vitally important to differentiate the service offered by hotels. The central objective of the present study is to investigate the actions of strategic marketing and positioning in the case of the Araucria Plaza Hotel (five-star category), established in Ribeiro Preto, So Paulo. The case study was used as a research method to prepare the present article (semi-structured in-depth interview and documental analysis). The results indicate: (a) The hotel is strategically positioned as a luxury hotel in the minds of the customers, seeking to offer superior value and service, (b) The brand is strategically linked to luxury and sophistication, (c) The hotel has an efficient marketing information system; (d) means of advertisement: media, outdoor, direct mail, e-mail marketing, partnerships with taxi firms and magazine companies related to tourism (i.e. travel agents package holiday magazines).DOI: 10.5585/remark.v9i3.2187
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spelling Marketing and Brand Positioning Strategies in the Hotel Sector: An Exploratory StudyEstratégias de Marketing e Posicionamento de Marca no Setor Hoteleiro: Um Estudo ExploratórioStrategic Marketing; Brand; Hotel Sector.Marketing Estratégico; Marca; Setor Hoteleiro.Due to the strong incentive of tourism in Brazil, whether for leisure or business purposes, the competitive environment in the hotel industry is highly strained. Offers of superior value to clients and competition for reduced prices is directly related to the hotel industry. Thus, marketing strategies, based on marketing segmentation, target market definition and positioning and branding strategies are vitally important to differentiate the service offered by hotels. The central objective of the present study is to investigate the actions of strategic marketing and positioning in the case of the Araucria Plaza Hotel (five-star category), established in Ribeiro Preto, So Paulo. The case study was used as a research method to prepare the present article (semi-structured in-depth interview and documental analysis). The results indicate: (a) The hotel is strategically positioned as a luxury hotel in the minds of the customers, seeking to offer superior value and service, (b) The brand is strategically linked to luxury and sophistication, (c) The hotel has an efficient marketing information system; (d) means of advertisement: media, outdoor, direct mail, e-mail marketing, partnerships with taxi firms and magazine companies related to tourism (i.e. travel agents package holiday magazines).DOI: 10.5585/remark.v9i3.2187Devido ao grande incentivo ao turismo no Brasil, quer seja de lazer ou negcios, o ambiente competitivo no setor hoteleiro altamente acirrado. Oferta superior de valor ao cliente e disputas por tarifas reduzidas fazem parte do cotidiano de profissionais que esto diretamente relacionados hotelaria. Desta forma, as estratgias de marketing, pautadas em segmentao de mercado, definio de mercado-alvo e posicionamento, assim como estratgias de marca so de extrema importncia para a diferenciao do servio oferecido pelos hotis. O objetivo central deste estudo investigar a operacionalizao das estratgias de marketing e posicionamento no caso do Hotel Araucria Plaza (categoria cinco estrelas), estabelecido em Ribeiro Preto S.P. Utilizou-se o mtodo de estudo de caso para a elaborao da presente pesquisa (entrevista semi-estruturada em profundidade e anlise documental). Os resultados apontam: (a) O hotel se posiciona estrategicamente como um hotel de luxo na mente dos clientes, procurando oferecer aos mesmos servios e valor superior; (b) A marca est estrategicamente vinculada luxo e sofisticao; (c) O hotel possui um sistema de informao de marketing eficiente; (d) Meios de divulgao (Propaganda): Mdia, Outdoor, Mala direta, E-mail marketing, Convnios com txis, revistas/ manuais das agncias de viagem que vendem os pacotes. DOI: 10.5585/remark.v9i3.2187Universidade Nove de Julho - Uninove2010-12-08info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1261910.5585/remark.v9i3.2187ReMark - Revista Brasileira de Marketing; v. 9, n. 3 (2010): setembro - dezembro; 98-1262177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12619/6167Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessLima, Gustavo Barbieride Carvalho, Dirceu Tornavoi2019-06-21T14:41:02Zoai:https://periodicos.uninove.br:article/12619Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-06-21T14:41:02REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Marketing and Brand Positioning Strategies in the Hotel Sector: An Exploratory Study
Estratégias de Marketing e Posicionamento de Marca no Setor Hoteleiro: Um Estudo Exploratório
title Marketing and Brand Positioning Strategies in the Hotel Sector: An Exploratory Study
spellingShingle Marketing and Brand Positioning Strategies in the Hotel Sector: An Exploratory Study
Lima, Gustavo Barbieri
Strategic Marketing; Brand; Hotel Sector.
Marketing Estratégico; Marca; Setor Hoteleiro.
title_short Marketing and Brand Positioning Strategies in the Hotel Sector: An Exploratory Study
title_full Marketing and Brand Positioning Strategies in the Hotel Sector: An Exploratory Study
title_fullStr Marketing and Brand Positioning Strategies in the Hotel Sector: An Exploratory Study
title_full_unstemmed Marketing and Brand Positioning Strategies in the Hotel Sector: An Exploratory Study
title_sort Marketing and Brand Positioning Strategies in the Hotel Sector: An Exploratory Study
author Lima, Gustavo Barbieri
author_facet Lima, Gustavo Barbieri
de Carvalho, Dirceu Tornavoi
author_role author
author2 de Carvalho, Dirceu Tornavoi
author2_role author
dc.contributor.author.fl_str_mv Lima, Gustavo Barbieri
de Carvalho, Dirceu Tornavoi
dc.subject.por.fl_str_mv Strategic Marketing; Brand; Hotel Sector.
Marketing Estratégico; Marca; Setor Hoteleiro.
topic Strategic Marketing; Brand; Hotel Sector.
Marketing Estratégico; Marca; Setor Hoteleiro.
description Due to the strong incentive of tourism in Brazil, whether for leisure or business purposes, the competitive environment in the hotel industry is highly strained. Offers of superior value to clients and competition for reduced prices is directly related to the hotel industry. Thus, marketing strategies, based on marketing segmentation, target market definition and positioning and branding strategies are vitally important to differentiate the service offered by hotels. The central objective of the present study is to investigate the actions of strategic marketing and positioning in the case of the Araucria Plaza Hotel (five-star category), established in Ribeiro Preto, So Paulo. The case study was used as a research method to prepare the present article (semi-structured in-depth interview and documental analysis). The results indicate: (a) The hotel is strategically positioned as a luxury hotel in the minds of the customers, seeking to offer superior value and service, (b) The brand is strategically linked to luxury and sophistication, (c) The hotel has an efficient marketing information system; (d) means of advertisement: media, outdoor, direct mail, e-mail marketing, partnerships with taxi firms and magazine companies related to tourism (i.e. travel agents package holiday magazines).DOI: 10.5585/remark.v9i3.2187
publishDate 2010
dc.date.none.fl_str_mv 2010-12-08
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/12619
10.5585/remark.v9i3.2187
url https://periodicos.uninove.br/remark/article/view/12619
identifier_str_mv 10.5585/remark.v9i3.2187
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12619/6167
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 9, n. 3 (2010): setembro - dezembro; 98-126
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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