Brand Audit Report

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BRIEF CONTENTS
ACKNOWLEDGEMENT……………………………………………………5

INTRODUCTION…………………………………………………6

Pearl Continental Hotel-Brand Audit Report…………………7

REFERENCES
PEARL CONTINENTAL HOTEL
• Mr. Assif Iqbal
(Asst. Director Sales)

• Ms. Shagufta Naveed Awan

(Director Public relations)

• Mr. Naveed Saud Raja

(Regional Sales Manager)

• Mr. Atif Ahmed khan

(Finance Manager)

• Mr. Irum Farooqi

(Training Manager)

SHERATON HOTEL

• Mr. Ameer Mehdi

(Deputy Director Guest Relation)

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Contents
BRIEF CONTENTS………………………………………………………………………….2

ACKNOWLEDGEMENT…………………………………………………………………..5

INRODUCTION……………………………………………………………………………...6
PEARL CONTINENTAL HOTEL:
A: Internal Elements 7
Brand Structure 7
1. Mega Brands 7
2. Brand families 7
3. Brand Extensions 15
4. Stand-alone brand: 16

Brand Management 16

1. Organization 16
2. Policy 18
3. Customer Service 20
4. Budget 20
5. Consistency 20
6. Brand Standard 21

B: Market Segments 21

C: Personality 24
1. Brand Name 24
2. Brand Logo 25
3. Brand Style 25
4. Brand Promotion 25
5. Promotional Material 25

D: Metrics 26
Image Metrics 26
1. Brand Awareness 26
2. Brand Recognition 26
3. Brand Preference 26
4. Brand Loyalty 27

Impact Metrics 27
1. Market Share 27
2. Profitability 28
3. Life Cycle 28
Brand Equity 29
1. Brand loyalty 29
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2. Name Awareness 29
3. Perceived Quality 29

E: Positioning 29
1. Positioning Attributes 30
2. Image Perception 30
3. Competitive Positions 30

F: Differentiators 30
1. Pricing 30
2. Quality 31
3. Customer Services 31
4. Leadership 32
5. First In Category 32
6. Heritage 33
7. Being the Newest 33
8. Points of Parity (POP) 33

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ACKNOWLEDGEMENT

The researchers would like to express thanks to a number of individuals who have
contributed to make this Research Report a significant learning experience.

Firstly, my thanks to Research Supervisor Sir Baber Wahab at Muhammad Ali Jinnah
University, who despite a very hectic schedule, has made the time on a number of occasions
to provide guidance and insights on this learning journey and guiding me through most of the
literature.

Secondly, my sincere thanks to the Sales & Marketing Department at Pearl Continental Hotel
for providing guidance and support throughout the last One Months.

Thirdly, our thanks to all the people in various departments ho provided their feedback on our
questionnaires sparing us time during a stressful period.

It would be inappropriate not to thank all of the dedicated staff and lecturers from
Muhammad Ali Jinnah University, who have worked to support us, and our fellow students,
throughout the said course.

Finally thanks to parents, and friends for their cooperation. Also without the contributions of
the individuals involved in the working group it wouldn’t be possible to accomplish this task
at all.

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Introduction:

Pearl Continental Hotels is the first Pakistani chain which has achieved excellent
international standards of quality products and services. In recognition of its high standard,
the Pearl Continental Hotel, Karachi was conferred the prestigious membership of the
"Leading Hotels of the World", an exclusive global organization of deluxe hotels established
in 1968. Established in 1960 by young and innovative Mr. Sadruddin Hashwani, the Hashoo
Group initially operated as a trading enterprise. Through its founder’s vision, strategic
direction and firm commitment, the Hashoo Group has emerged as Pakistan’s premium
multinational with a diversified international business portfolio Pearl Continental Hotels are a
chain owned and operated by Pakistan Service Limited. It sets the international standard for
quality hotel accommodation in South Asia. The company manages seven branches in seven
different cities of Pakistan; Karachi, Lahore, Rawalpindi, Gwadar, Peshawar, and
Muzaffarabad, Bhurban. Mr. Sadruddin Hashwani is the chairman and Mr. Murtaza
Hashwani is the chief executive officer. Pearl Continental chain of hotels has enjoyed being
the symbol of ultimate luxury in Pakistan. With the launch of PC Dubai, they have stepped in
to the international arena with the goal of making PC a global name in hospitality and
comfort. The jewel of the Pearl Continental chain of hotels is truly on experience in itself. PC
invites you to indulge in luxury class and above all the warmth and hospitality that you know
and love. Pearl Continental has 148 guest rooms, which are also centrally air conditioned and
fully equipped with the latest convenience technology. The 3rd floor has been converted into
an executive floor. The whole building compromises 1,398 rooms itself.

Pakistan Services limited

PC hotel Rawalpindi
PC Hotel Burbhan
PC Hotel Karachi
PC Hotel Lahore
PC Hotel Peshawar

Hashwani Hotels
Islamabad Marriott Hotel
Karachi Marriott Hotel

Reff: http://www.pchotels.com/

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Own Brand: Pearl Continental Hotel

Competitor Brand: Sheraton Hotel

A: Pearl Continental Hotel- Internal Elements:

Brand Structure:
1. Mega brands: PEARL CONTINENTAL HOTEL:

Pearl Continental Hotels have become synonymous with a tradition of personal services,
efficiency, and convenience and guest satisfaction. Located in the heart of the business hub
and 15 km from the airport, Pearl Continental Hotel Karachi - is a preferred choice for
discerning corporate and leisure travelers. Vibrant and progressive, it retains the warmth and
the spirit of Pakistan, while offering a variety of rooms, stylish restaurants and contemporary
business facilities, establishing itself as an undisputed, premier business hotel. Whilst not
forgetting that Karachi is the city of dreams, an all enveloping sensory roller-coaster ride
which leaves you delighted and inspired at the same time. There is a lot more to this city than
what meets the eye.

2. Brand families:
1. RESTAURANTS:

 MARCO POLO:

Marco polo coffee shop offers an elaborate multi-

cuisine menu, featuring continental, Chinese and
Asian favorites in easygoing coziness. It provides our
guests with room to relax, see and be seen. The semi-
open kitchen gives a peek at the professionals, behind
the scenes, preparing to woo a diner's palate.

 TAIPAN:

The menu at Taipan gives Chinese classics a

contemporary tweak; dishes are artfully presented in
an elegant atmosphere. Soups and appetizers are

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delicious way to start, but it is the hearty meals that earn the Taipan its lofty
reputation amongst the loyal following. Desserts hold up their end of the bargain,
especially the zesty and vibrant chocolate cake.
Reff: http://www.pchotels.com/

 CHANDNI:

The restaurant offers a very spacious yet highly sophisticated interior with an antique
finish of bygone era. Traditional artwork elegantly drapes the walls and the
atmosphere as a whole does indeed satisfy the yearnings of a mind bent toward
whimsical creativity. Our Chefs at Chandni are the creative force behind capturing the
exotic flavors, robust aromas of evocative Asian and International favorites.
 ROYAL ELEPHANT:

The imaginative menu at this stylish spot is a seafood lover's dream, featuring
everything from fresh catch entrees to spicy pan-fried dishes, curries and reliable pad
Thai noodle. It is the perfect spot for business, upscale casual, group or romantic
dining, top choice for a quick good value bite.

 BISTRO:

Lobby level provides round the clock service of snacks and beverages in the most
popular chic and affordable restaurant in Karachi.

 GRAPEVINE:
A Sunken coffee shop in the lobby, serving light
snacks, high tea, juices, tea & coffee from 10:00
AM to 10:00 PM. A live band plays throughout
lunch and dinner here.
 SAKURA:
It is with great pride and profound pleasure that we at Pearl Continental Hotel,
Karachi announce the launch of Sakura the Japanese Restaurant to offer to our guests
the most authentic Japanese cuisine in Pakistan. As you dine with us, you will not
only savor the sumptuous flavor but also enjoy the spectacular interior design that
actually makes you feel like you are dining in Japan. Located at the rooftop next to
Chandni Restaurant, Sakura is made to capture your heart and soul and imagination.
Reff: http://www.pchotels.com/

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2. SENSUALITY-ROOMS:

286 well appointed rooms include

Presidential, Deluxe and junior Suite.
Modern day facilities include direct dial
local, National and International Dialing,
Cable TV, Heating and Air-conditioning.
Electronic Safe with a self-setting code,
and Computer controlled electronic door
locks are also installed for your security.
The attached bath boasts of a spacious tub, shower and continuous Hot and cold running
water. Do not fret if you have forgotten your essentials, we take care of your basic
toiletteries.

 Deluxe Rooms:

These elegantly appointed rooms are well

equipped with modern amentias including
mini bar, wireless Internet connectivity,
phone and fax, in-room safe, plasma TV, 24-
hour in-room dining, and laundry and butler
service on demand. The Integrated
Information & Entertainment System (IIES) brings you a feast of information
services, world news, and unlimited access to on-line movies and music.

 Executive Rooms:

In addition to all the facilities of the deluxe

room, Executive and the E- floor guest rooms
have free local telephone calls, 24 hour
personalized butler services and express check
in and check out for the executive floor guests.

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Reff: http://www.pchotels.com/

 Luxury Suites:

Tastefully designed, these exquisite

executive suites feature a living
room with a guest washroom, a
separate bedroom with scenic views.
Larger in size as compared to the
executive suites the deluxe suites
come with a living and dining area,
guest bathroom which offers both
tub and shower cubicle and a
separate bedroom. Guests in suites
can avail the facility of complimentary breakfast, use of meeting rooms (subject to
availability), 24-hour personal butler service and limousine transfers to and from the
airport.

3. ROOM SERVICES:

Server you in the warmth and comfort of your own room, and offer a varied menu depending
on the time of the day.

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Reff: http://www.pchotels.com/

4. HEALTH & CREATION FACILITY:

The aesthetically built Health club

includes Tennis, a temperature controlled
swimming pool, treadmills and steppers
for aerobics, multi machines for weight
training, Sauna, Steam, Jacuzzi, and a
soothing massage. A snooker / pool table
and Table tennis are also available.
Today the Health conscious people look
towards PCHR. Our newly added Health
Club offers you light music in the
background and modern workout
machines. Like motorized Jogger, Double
Burner, Easy Glider, and Massage Static Cycling.
Our Health Club Memberships are economical our monthly membership is Rs.3920.00, 3
Monthly Rs.7177.00, 6 Monthly Rs.10830.00, and Yearly 16960.00 (inclusive all taxes).

 Deep Sport massage:

This method uses long strokes, kneading and friction techniques combined with active and
passive movements of the joints to create a general feeling of well-being and relaxation.
Lemon, rosemary, lavender and mint oils are used.

5. SWIMMING POOL:

Now you can swim at our modern

Swimming Pool at any time of the year as
the Swimming Pool has a controlled heating
system. So dip into our swimming pool
whenever you feel like. We offer you an
opportunity to play billiard near the pool or
suntan yourself.

Reff: http://www.pchotels.com/
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6. BANQUET FACILITIES:

Tastefully refurbished, our Conference and Banquet facilities can cater from small meetings,
to Royal banquets of 650 to 1500 people, in our Halls and the vast Eastern and Western lush
green gardens. Our Grand Ballrooms offer perfect locations for traditional wedding
ceremonies, exclusive parties and exhibitions. We do everything to create an inspired
wedding that you will cherish forever. Our cordial and always-welcoming meticulous service
is perfect to every detail from planning to execution, making those special moments of your
life memorable. Superb cuisine at our banquets, complement the adaptable spaces to support
the most demanding needs for a varied clientele.
Facilities:
• Separate sound system for each section
• Resident Musical Band
• Back up team of dedicated IT professionals

7. CONFERENCE FACILITIES:

The new Conference facilities have state of the art

Audio visual aids, and are complemented by available
ISDN lines. Rediscover the art of conferencing with
Pearl Continental Hotel Karachi. Our wide range of
fully equipped, private meeting rooms and regal
banquet halls offer the perfect combination of
efficiency, convenience and consummate style.
Keeping in mind the business and commercial
requirements of the trade capital, PCHK is the ideal
location, fully equipped with state-of-the-art communications systems, impeccable service
and presentation facilities to ensure the smooth running of your business event.

Reff: http://www.pchotels.com/

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Facilities:
• LCD Projector
• Multi-media projector
• Slide projector
• Overhead projector
• Television
• Videocassette recorder
• Laser pointer
• Flipchart board
• Video Conferencing

8. THE BUSINESS CENTRE:

The Business Centre will assist you with all your correspondence, tele-faxing and other
executive needs. The rooms are ably supported by a state of the art Business center for the
modern day businessman, and can cater to all your electronic needs. Features a Grand
Ballroom measuring 155 ft. by 70 ft. and can accommodate up to 1000 guests. An attached
pre-function hallway measures 117 ft. by 15 ft. The Banquet can also be divided into three
portions for smaller groups. The newly added Kohsar halls are available for smaller meeting
requirements. They cover a total area of 39 * 65 sq ft.

Other Facilities:
Laundry/Dry-Cleaning:

The best service in town offers same day delivery.

Barber Shop / Beauty Salon:

Trained personnel take care of your tresses, and trim and shape them to make you look good.

Pearl Tours:

A sister concern, offers chauffer driven Cars, Busses, and Mini vans. Open round the clock.

Reff: http://www.pchotels.com/

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Trans Air:

Another sister concern, takes care of all your travel needs.

Florist:

From floral settings to bouquet’s available in the lobby all day.

Shopping:

From every day utilities, to Carpets, and Antiques, our shopping area provides all.

Bakers Boutique:

Exquisite Cake, Bakes, and Patisseries available

for individual and party consumption.

• In-House Doctor
• Bookstore
• Pharmacy
• 24-Hour Room Service
• Car Rental Service

Reff: http://www.pchotels.com/

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3. Brand Extensions:

Hotels & Resorts:

Owing to the vision of its founder, Mr. Sadruddin Hashwani, Hashoo Group of Companies is
a preeminent player in hospitality industry in Pakistan. Since its inception in 1972, it has
offered its valued guests warm hospitality, impeccable service and unparalleled facilities
promising a memorable experience.

Strategically situated at prime locations, the hotels cater to the business and leisure needs of
local and international market. The Group’s commitment to excellence, attention to details
and personalized services ensures a loyal guest list.

The task to manage the hospitality interests of the Group led to the formation of two
companies.

Reff: http://www.pchotels.com/

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4. Stand-alone brand:
Pearl Continental Hotel stand upon its own merits as a unique provides regional food festivals
like Mediterranean food festival, Arabian nights special, italion food festival, regional food
festival, Chinese food festivals, egyption food festival, Mexican food festival, food cocktails
etc. special offerings regarding room rates, special discount packages on different events like
hotel anniversary packages, wedding packages, new year celebration packages, Christmas
packages, Ramzan iftar dinner offers, child summer camps,speciall eid cakes, travel
guids,,credit facilities, corporate special room rates for air lines cabin crew, cockpit crew,
multinational banks, local and multinational companies, special offers for taking ILLETS
examinations, valentines day party packages.

b. BRAND MANAGEMENT:
The PC management falls under the umbrella of seven major functional departments listed
below.

1. Finance Department
2. Sales & Marketing Department
3. Engineering Department
4. House Keeping Department
5. Human Resource Department
6. Food And Beverage Department ( Restaurants & kitchens)
7. Front Office

1. ORGANIZATION:

Reff: Material from marketing department

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Sales Department:

The basic sales are concerned with reservation of rooms. The sales department works under
this consideration. This is the main department which is directly concerned with revenue
generation as they brings business for the hotel by arranging meetings with corporate clients,
executives and convince them to held their meetings, seminars, exhibitions, lunch, dinners,
conferences, launching ceremonies, annual general meetings, process cycling meetings,
weddings receptions, in the hotel.

Marketing Department:
The marketing department is concerned with promotional activities, which includes
 Above the line marketing
 Below the line marketing
Above the line marketing includes promotional campaigns in print and electronic media.
Below the line marketing includes local campaigns including banners, billboards and handouts.

Finance Department:
It is concerned with the financial recording, provision and payments. It consists of a finance
control controller, who is the head of the department. There is also a credit section for
employees and customers, which recovers outstanding payments from the customers by daily
basis so as to increase hotel credit policies.

Engineering Department:
It is concerned with the maintenance of the rooms, offices, floors and lobby area. It ensures
full time provision and maintenance of water, power and light in all places.

House Keeping:
It is concerned with general cleanliness and hosting services to the guests. It has a supply
section, which ensured provision of accessories and valuables. Corporate level purchases are
made from Karachi section, while local level purchases include daily items.

Reff: Material from marketing department

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Human Resource Department:

This department is concerned with recruitment, promotion, training of Workers in the
organization. There are 500 plus workers in the Hotel for which the department have to keep
a union of worker which works for social security of the employees. It has three sections,
which includes personnel department, human resource management department and human
resource development department.

Food & Beverage Department:

It is the main department in the hotel, which includes restaurants, kitchens, out side catering,
banquet halls. This department is the backbone of hotel as the customer want delicious food.

2. POLICY:
Training:

Investment in people and human resource development is an ongoing process in the Hashoo
Group. New management concepts and intensive training programs are incorporated at all
levels of supervisory and managerial positions. Hashoo group looks forward to imparting
systematic and scientific knowledge of the operations of both tourism and hospitality
business.

Profitability:

In order to maximize profit through sourcing new business, different marketing arrangements
are being made which include joint ventures and exclusive marketing agreements.

Growth Profile:

The outstanding growth can be achieved with excellent service, improvement in décor and
facilities, variety of cuisine, expansion/addition of banquet halls, increase in airline catering
business, and permission to serve food at marriage parties.

Reff: Material from marketing & Sales department

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Compatibility:

PC has pledged to keep pace with the change through consistent efforts and shall continue to
achieve better results through higher sales and improved profitability. They compete with
others through their high standard services and traditional environment and chain of PC’s.

Traditional Hospitability:

Pearl Continental Hotels is synonymous with a tradition of personal services, efficiency,

convenience and guest satisfaction. Repeat customers’ business due to their exquisite cuisine
and courteous service which give full value for money, is one of their most valuable assets.

Health & Safety Environment:

PC Hotel is committed to constantly strive for higher standards in health, safety and
environment to their employees, and guests. The hotel is very mindful of the Occupational
Safety and Health issues and to cement their "environment friendly philosophy," they have
undertaken a number of steps, which include periodical meetings and safety training of
associates to acclimatize the human resources and create safety awareness amongst them.

Environment of Professional Enhancement:

At PC Hotel, management strongly believes that without the development of top quality
personnel, dynamic growth is not possible. Our core value is "Growth and Development for
All" with the elements of learning environment and opportunities, provision of world class
education and training and aligning people with latest technological trends.

Enterprising:

PC Hotel is eager to expand its activities in all major locations of the country and abroad and
to play a pivotal role in the development of tourism in Pakistan which can only be achieved
through sustained support of the government, financial institutions, and of course our valued
share holders.

Reff: Material from marketing department

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3. Customer service:

Pearl Continental Hotels- the largest chain of hotels in Pakistan maintains the standards of
excellence for which it’s famed worldwide. At the hotels, the art and science of hospitality
are applied in perfection to offer the most luxurious ambience and a wealth of services to the
guests who are as precious as pearls. Here at pc hotel we provide best of best customer
service because we believe n there is a policy that customer is always right so as to follow
this policy timely and quick response to the customer is always been a first priority, follow up
calls, emails, call center, news letters, all these are for the customer services facilities.
Our customer services creates the brand differentiation with others brands like in the badly
event of 27’th December 2007 after the sudden death of Shaheed Muhtarma Benazir Bhutto
panic has been created over the whole city of Karachi many multinational, banks, air lines
reserves the rooms for their staff as city is under threatening condition so in order to flow of
operations these clients booked all the rooms, at that time the occupancy reached at the
maximum level and so our customer service staff work day and night to manage the brand
positioning in the market more efficiently.

4. Budget:

There are different type of standards for the budget for different departments, for the sales
and marketing department main focus is on target the potential customer by giving them
different attractive offers by print medium or broachers, billboards, banner adz, loyalty cards,
privilege cards.

5. Consistency:

In our PC management structure the director public relations has been assigned an on going
task of making our brand on focused in our valued customer’s eyes. He is responsible for
making more and more public relations and to keep a check on all related departments that
whether the standard is maintaining or not within the benchmark stated.

Reff: Material from marketing department

6. Brand Standard:
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PC hotel have there own standards ways on the basis of luxurious hotel ling, prestigious food,
quality service, which gives our brand a unique and top most priority on the eyes of our
valued customers, as far as responsibility is concerned the overall management and all the
workers are take a part in order to keep maintaining the standard.

B: Pearl Continental Hotel- Market Segments:

PC market segmentation can be classified in the following manner listed below.

1. Rooms
2. Restaurants
3. Banquet halls
4. Laundry
5. Out side catering
6. Baker’s boutique
7. Rent a car
8. Trans air travel guide.

1. ROOMS:

a) Segment Size:

Here at PC hotel we have different categories of rooms depending upon the size and facilities
provided in it. We acquire a large share of customer in this segment; these customers are of
corporate clients as well as walk in customer. Here at present political n law and order
situation we acquire almost 50% of market share of these customers.

b) Location:

Well most of the customers are from Europeans, different corporate sector customers, airlines
and banks.

c) Maturity:

It depends upon the current trends, we bring almost through the year changing in our room’s
set-ups and it will keep on changing according to the customer needs, attractions and comfort.

Reff: Material from marketing department/

Research by Mr. Usman Mehdi

d) Customer profile:
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Different customers are classified in different categories according to their profiles, some
customers are most regular these are the highly potential customers and they have been
treated with high quality of services and care because they are the main revenue generating
source, some are the corporate customers which deals directly with there company as they are
direct bill to company customers, some are walk in customers .all that classification are been
treated with different rates.

2. RESTAURANTS:

a) Segment Size:

In Restaurant perspective in this segment size it really captures the larger share of the
customer due to delicious and quality food. The price of the dishes are high but it does not
impact on our prestigious customer who really feel good to have lunch or dinner in our PC
restaurants they feel pride to have touch of PC brand name.

b) Location:

The target customers of our PC restaurants are basically from foreign countries that are too
conscious about the quality food. Whenever they come in our country they just feel good to
have food of PC restaurants. And our marketing department continuously targets to retain
those customers again and again whenever they visit Pakistan.
c) Maturity:

In PC restaurant they always try to change there food items in every month basis of their
customer need and desire. So we always make our efforts to give some change in food items
for this we provides regional food festivals like Mediterranean food festival, Arabian nights
special, Italian food festival, regional food festival, Chinese food festivals, Egyptian food
festival, Mexican food festival, food cocktails etc.
d) Customer profile:

The customer profiles of our customer are luxuries, for which price does not matter but they
don’t compromise quality and taste. So our maximum effort is to satisfy our customer with
optimum level.
Reff: Written On research Bases by Mr. Usman Mehdi

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3. BANQUET HALLS:

a) Segment Size:

For this segment our sales team makes effort for getting maximum market share in our local
place.

b) Location:

In this segment the location target those people who are rich and well known in society.
Who found themselves high class to having attachment with this prestigious brand.

c) Maturity:

In every month we change the set up of our Halls or as per the requirement of our customer
we make them comfort and satisfy.

d) Customer profile:

Our customer profiles basically are corporate persons, bankers, govt. high officials,
Industrialist, media personality and politicians.

4. LAUNDRY:

a) Segment Size:

In this segment we have small market share.

b) Location:

In this segment the location is does not prefer.

c) Maturity:

Maturity does not play role in this segment, while we offer same day delivery.

d) Customer profile:

Our customer profile in this segment is quality conscious.

Reff: Written On research Bases by Mr. Usman Mehdi

5. OUT SIDE CATERING:

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a) Segment Size:

In PC Hotel we have small size of market share in catering business,

Because we have not yet make good effort to capture this market share.

b) Location:

Our target location basically for porch areas where people understand the brand us compare
with price.

c) Maturity:

Our prime target is to give variety of food, which can retain the customer again and again.

d) Customer profile:

Customer profiles in PC catering are those who want standard food who cares about their
guest.

C: Pearl Continental -Personality:

I-Brand Name:

Previously known as inter continental hotel since from its inauguration, intercontinental hotel
is a well known world wide chain of five star hotels spread all over the world, after the late
80’s era the inter continental chain decided to wind up its operations in Pakistan at this stage
Mr. Sadaruddin Hashwani decided to take control all the properties in Pakistan n hence want
to take franchise license from inter continental but intercontinental management said that the
in charge of the hotel i.e. the general manager would be some one from intercontinental
management but this will not be acceptable to Mr. Hashwani that’s why the name
intercontinental had been change from inter to pearl continental. as now this name directly
relate to brand awareness, now the name pearl continental is very well known in corporate
sector as well as private customers mind.

Reff: Written On research bases by combine effort

II-Brand Logo:
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The logo of pearl continental shows a dynamic and executive style, as this logo relate to
brand association as per the customer point of view our logo define the excellence hospitality
services which is been providing in this hotel, customer associate with this logo as by holding
all their social gathering over there. The unique style of pc logo is been easily recognizable
for all most every one.

III-Brand Style:

This Style of their font’s shows that whenever our customer sees that font written
style they will recognize their brand and brand awareness will remind them that they feel
attachment with that brand.

IV-Brand Promotion:

Our brand make their effort for retain there customer again and again for this cause they
make promotion marketing like food festival with discount packages, Get to gather for their
loyal customer, Privilege card for Potential customer, cause marketing effort for Sahara
Foundation and different sort of charity program.

V-Promotional Material:

For promotional material we make our effort by printing broachers, telemarketing to call our
customer to give awareness related to our new promotions, Print Ad’s in different magazines
and news paper, bill boards marketing in different porch area, Pan flex ad’s in different area
of our premises.

Reff: Written On research bases by combine effort

D: Pearl Continental -Metrics:

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Image Metrics:
1, Brand Awareness:
Almost 80 % of potential customer who are really the true hoteliers are very well known
about pearl continental hotel, its restaurants, like its Chinese restaurant Taipan is very well
famous for its live prawns tempura, the customers are well aware of this restaurant and its
Chinese dishes, whenever a someone wants to eat prawns the name of our Taipan restaurant
is immediately comes in his mind, apart from this restaurant another restaurant called Sakura
which is a Japanese restaurant is famous for its Japanese dishes and live cooking in front of
the customer as there is a live cooking area at the center of the restaurant .the customer enjoy
having food in that environment while seeing his dishes cooked live in front of them. When a
customer wants to hold a conference or seminar in a reputable place the name pearl
continental quickly comes into his mind, as he is very well aware of this hotel.

2, Brand Recognition:
Brand recognition in the current environment is very difficult as there is a lot of competition
in the market. Other hotels are very strong competitors of pearl continental, so its very
difficult to recall the brand as if he or she is very well aware of the brand then the chances
increases to recall the brand, customers have a lot of choices in this hoteling sector in terms
of having a food (restaurants) or in terms of luxurious living (rooms) or having holding any
function in the banquet halls, the customer recognize pearl continental as having delicious
food for its restaurants, luxurious n comfortable living for its rooms, and prestigious banquet
halls. These qualities associates with these brand families and by seeing these associations the
customers recognize pearl continentals a brand name.

3, Brand Preference:

Our customers give us preference on compared to other hotels, as they know that they are
being treated as loyal customers over here. Our customers associates them selves with pearl
continental as this became a status symbol for them, by giving us preference on other hotels
they give us their trust. Pakistan cricket board is a loyal client for us and give us preference
on Sheraton hotel as Sheraton is also willing to take the agreement with Pakistan cricket
board, as we have an agreement with them that if any foreigner team as well as Pakistani

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team have any match in the country they stayed in our chain, Pakistan international air line,
Turkish air line, Saudi air lines, Brooks Pharma, Unilever, Hilton pharma, cocacola, geotv,
ary digital, Pakistan cabels, telenor, mobilink all they give us preference from other hotels as
they are our regular and potential customers.
Reff: Written On research bases by combine effort

4, Brand Loyalty:
The world of Pearl-Continental Hotels welcomes you to
the Privilege Club. Your membership to the Privilege Club
entitles you to a host of exclusive privileges. When visiting
the Pearl Continental Hotel restaurants in Karachi, Lahore,
Peshawar, Rawalpindi, and Bhurban. Renowned for unparalleled quality of cuisine attentive
service and authentic design surroundings, your dining experience in any one of the
restaurants when using your Privilege Club Card is guaranteed to be unique and memorable.
Furthermore, you will be afforded a variety of other benefits when using selected hotel
services. We look forward to extending our hospitality to you soon. In order to be loyal with
our valued customer we offer them many privileges by offering them our privilege cards, the
customer having this privilege card can avail free nights stay, discount packages in our
different restaurants, health club, swimming pool, bakery, laundry, etc.

Impact Metrics:

1, Market Share:

Pearl Continental covers the major share in the hoteling industry as it is very well known
among all the corporate sector as well as private sector(walk in customers) For each market
segment, Pearl Continental determine the brand’s share of market as well as the shares of
competitive brands to assess relative market strengths. Pearl Continental capture almost 40 %
of the total hoteling sector where as Sheraton caters 45 % while rest of the 15% market share
divided among remaining competitors like Ramada , Avari, Beach Luxury, Mehran etc.

Reff: Written On research bases by combine effort

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2, Profitability:

Pearl continental hotel, is the most preferable brand in hotel chain to visit by its customer, but
due to economic upheaval in the country and effect of international environment on tourism
and hotel industry, PC could not retain its brand earning as required to sustain with the other
competitor brands. Though the PC brand was able to achieve sales and services of Rs.1.932
billion for the current year, which was almost equal to what they had achieved during the last
year; change in sales mix gave rise to increase in cost of sales and the administrative cost as
compared to last year.
The rooms sales during the year, did not maintain the desired brand earnings up to the desired
level. Pearl Continental Hotels of Lahore, Rawalpindi and Peshawar creates the better brand
positioning among all other brand in the respecter sector through won an exclusive contract
for the lodging of cabin and cockpit crew of the national carrier, Pakistan International
Airlines (PIA). Through this success it contributed towards brand product strategy increase in
overall room occupancy to 58% as compared to 54% during the corresponding period last
year. However, due to decline in average room rate, the room revenue stood at Rs. 831
million as against Rs.890 million in the corresponding period last year, which is a decrease of
Rs.59 million. In order to get more business and perceived quality and value and to maximize
profit, Pearl Continental projected applied the brand extension activity through with
Marketing & Reservation Agreement with M.H.R. Collection Limited (Medotels, Hotels and
Resorts). As per agreement, MHR Collection will provide the services through their network
for promoting PC hotels in Pakistan and for making room reservations, which will positively
improve room revenue in the years to come. This revenue generating business comprised
approximately 51% of the total sales revenue of the hotel as compared to 44% last year. The
gross room revenue for PC during the years is shown in the diagram from the year 1997 to
2003.This graph shows overall decrease in gross room revenue for the, Chain of PC’s in
recent year. The total revenue has also decreased for previous years.

3, Life Cycle:

Being the most reputable brand in hoteling sector PC continuously being in the process of
product life cycle, in the existence of all brand families for example PC relaunch its old
banquet halls as more capacity and with more elegant look with a new name ZAVER. This
process occurred due to the evaluation process of life cycle of banquet halls.
Reff: Written On research bases by combine effort

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Brand Equity:
This is a relatively new measurement concept - assigning a brand prominence affect in the
customer mind to help in the process of brand recognition.

1, Brand loyalty:

From the customer perspective the price premium and service quality standard differs the PC
brand with other brands because PC utilizes its brand imagery through there privilege cards,
(discount on special occasions, events) through this customer can earned privilege card points
and then redeem it in different brand families location.

2, Name Awareness:

Being the part of inter continental chain every customer recognize the brand of continental
than after Pearl Continental management took the advantage of brand awareness of
continental chain they includes Continental with their own brand name Pearl.

3, Perceived Quality:

Here the Pearl Continental Brand Personality, plays these vital roles of Differentiators and
brand Positioning have a strong place in the market mix, for the valuable customers because
they are the attributes to use his market judgments about the PC brand families.

Reff: Material from marketing department

E: Peal Continental -Positioning:

In the realm of PC Positioning, brand management isn’t the final arbitrator. Customers and
Stakeholders actually Position the PC brand in their collective consciousness based on
multiple impressions, experiences and values. A Position is relative to the market segment,
the competitive environment, and the efforts made by management to Position the brand of
PC with different brand tracking studies.

Reff: Material from sales department/

Research by Mr. Usman Mehdi

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 Brand Audit Report

1, Positioning Attributes:
From the short sampling survey we come to know that our brand PC is placed 2nd position in
the market as our competitor Sheraton have an advantage of more then 400 rooms and more
banquet halls, also they have the advantage that most of the foreign customer rely on
Sheraton because Sheraton is an international chain where PC is a local chain.

2, Image Perception:
Pearl Continental is one of the luxurious hotels in the arena of customer satisfactory. It is
proved from our sample survey, which is based on the perception about hoteling from the
customer minds. In comparison with the competitors like Sheraton, Ramada, Avari etc,
majority of customers thinks about PC a luxurious living as well as pleasure dinning.

3, Competitive Positioning:

Pearl Continental has a strategy in order to capture the market through different competitive
brand imagery activities like having regional food festival in different events like meditation
etc, also arranging regional festivals, exhibitions, other activities in order to retain market
shares from the competitors.
Reff: Material from sales department/
Written On research bases by combine effort

F: Pearl Continental –Differentiators:

Pearl Continental is different from their competitors of his services, quality assurance,
pricing, exhibits, discount packages, foods festivals etc. from these brand strategies PC hotel
build a strong brand positioning among the potential customer as well as new entrance. Some
Points of Difference (POD) are listed below.
Reff: Material from marketing department/
Written On research bases by combine effort

1. Pricing:
Pearl Continental has an advantage over its competitors in respect of its unique pricing
strategies, this pricing strategy is a part of its promotion strategy, and this is a projective
technique in order to get new customers attracted and to retain potential customers as well,
here it should must be mentioned that our ADR (average daily room rate) fluctuate because

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of the total occupied rooms and forecasted arrival and departures, it also get affected by the
competitors occupancy rates as well. but over all our prices regarding dinning and rooms and
banquet are relatively get attracted for the customers, most of the time we wave off our rental
charges of the banquet halls, in order to just get customer attracted towards PC.Brand loyal
customers remain gets loyal with Pearl Continental when they get these sort of prices for
there social and personnel gatherings. Our competitor i.e. Sheraton is almost very close
room rates as compared to Pearl Continental. Although it has large number of rooms
including its suits as well, (rooms=408,suits 52) where as Pearl Continental has
(rooms=286,suits=28) , at present date when I am making this report our today’s ADR is
9564 for standard room and for the Sheraton its 9780.over all buffet and ala kart dinning rates
are more or less same but here there is a difference of giving a variety of dinning to our
valued customers, by offering them different dinning offers like one buffet free for every 5
buffets, one free cocktail for the group of every 6 people, one drink free for the
couples,moktail plus having a live fashion show while having a HI-TEA at Marco polo
restaurant and much more offers. Where Sheraton doesn’t offer these kind of offers.
Reff: Material from sales department/
Written On research bases by combine effort

2. Quality:

As far as quality is concern Pearl Continental Never compromise on quality, Pearl

Continental gives the best of its best for its services because this is an important factor why
customers get loyal with the brand. If any guests have any complain regarding quality of
food, rooms housekeeping, or any banquet quality it will be sort out on the spot and
investigated on the spot so that it can never happen again in future. Most of the time if any
guest doesn’t satisfied with the quality of food and the services of the banquet staff he or she
can be compensated by offering them rental wave off, any other place for there events,
discount packages for any other future events etc.we use qualitative research techniques in
order to get the idea of customers mind what exactly customer wants from Pearl Continental,
in this regard many training programs and meetings held occasionally in which we analyze
the feedbacks of our customers after getting the data from the customers and find our
weaknesses regarding dinning ,rooms,banquet,the services offering to the customers etc.

Reff: Written On research bases by combine effort

3. Customer Services:
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Our service, which is offering, is for every individual customer. We target every customers a
valued customer in order to build brand credibility. Our customer services agents that is front
office staff and front desk staff is doing personalize marketing of Pearl continental at there
ends like if a walk in customer want a room at standard floor they offer them to get it on pearl
floor or e floor (electronic floor) just to give them more pleasure by living in a hotel. Pearl
Continental doing many trade promotions as well in order to increase perceived quality and
brand relationship with the customers. These promotions are like offering customers free
night stay at different properties of Pearl Continental through out the country, free coupon s
to avail health club services Jacuzzi sauna, free buffet dinners at different restaurants etc, here
I would mention that our customer services is so effective that if any party comes to us at 4
pm in the evening and want to have an arrangement of 1000 people at 8 pm in the night for
wedding and for dinner we don’t refuse them, we assure them to make it possible in the
limited time and make a set up for 1000 people dinner where as our competitor Sheraton
refuse to get this happened it this limited time as there banquet are not so much efficient .they
have there banquet timings and they follow it strictly. our policy is to never refuse any
customer as a customer is the main source of revenue generation where as Sheraton follow
the rules and policies strictly. Reff: Written On research bases by combine effort

4. Leadership:
Being a market leader Sheraton is no 1 in this hotelling industry because they have an
advantage of being international chain of hotels, and the foreigner guests have more trust and
rely on Sheraton. Here Pear Continental making there efforts to break this perception about
Sheraton by offering them augmented services. Reff: Written On research bases by combine effort

5. First in Category:
By being the first to introduce a product in a new category Pearl Continental introduces first
time in the hotelling industry different kinds of food festivals, different rooms packages like
summer vocations packages, anniversy pakage, newly wed pakage, honymoon pakage,
seasonel packages where our competitor introduces these strategies after Pear Continental,
Pear Continental is the leader unless it lose momentum as others begin to compete. But for
them it’s uphill to overtake the position which Pearl Continental establish Pearl Continental
remain staying innovative and aggressive by continually introduces that kind of trade
promotions in order to build brand profitability. Reff: Written On research bases by combine effort

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6. Heritage:

Pearl Continental Serving a market for a long time, initially it was inter Continental since
1968 as mentioned in the beginning of this report and in 1984 it was acquired by Mr.
Sadaruddin Hashwani it becomes Pearl Continental so from 1984 its been 25 years of giving
excellence services in hospitality industry. Many old customers (business executives) still
come in Pearl Continental as they take Pearl Continental as their family places since it was
inter continental.

7. Being the Newest:

Here Pearl Continental will take the precarious route of eternal product development and
introductions like Pearl Continental introduces first time in the hotelling industry Arabian
dance nights, Lebanese fashion shows and belle dance, different food festival under the
one umbrella.

8. Points of Parity (POP):

These are those associations that are not unique to the brand but may in fact be shared with
other brands, like Pearl Continental has almost same category or type of rooms as with
Sheraton, quality of services which they both are offering are same, the core brand focus is to
give perceived quality services in order to build strong brand credibility.

Reff: Written On research bases by combine effort

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