STI COLLEGE OF KORONADAL

Sta.Lucia St., Brgy. Zone III, Koronadal City, South Cotabato

TASK PERFORMANCE
In
TOURISM AND HOSPITALITY MARKETING

MARKETING PLAN: RADISSON BLU CEBU

Submitted by:
BSTM 301-A
Anorico, Crislyn Heart
Del Castillo, Kristal Yvette
Lama, Kimberly

Submitted to:
Ms. Sharon Movilla
Instructor

December, 2021
 STI COLLEGE OF KORONADAL
Sta. Lucia St., Brgy. Zone III, Koronadal City, South Cotabato

RADISSON BLU CEBU

EXECUTIVE SUMMARY

Cebu City's hotel and resorts industry is undoubtedly boosted by the opening of a new 5-star hotel.
On September 27, 2010, the Radisson Blu Hotel Cebu opens and started to operate. The hotel is situated
in the heart of Cebu City, just minutes from the Mactan Channel and the Cebu International Port. The
spacious rooms and suites at this 5-star hotel include trendy decor and sophisticated conveniences. A
restaurant specializing in Asian cuisines, a tea bar, hotel bar, magnificent outdoor pool, fitness center,
spa, and more are all available here. Enjoy panoramic views of the city as well as easy access to cultural
sites and gorgeous white-sand beaches. The hotel is connected to the iconic SM City Cebu Mall by a
walkway. Despite the threat caused by the Covid-19 pandemic, Radisson Blu Cebu maintains its warmth
and reputation as one of the best hotels to stay in Cebu and is driven by a desire to consistently revitalize
the way it operates and manages its performance as a result of its strong presence, wide-ranging
influence, and resilient culture. Environmental factors have had a significant impact on Radisson Blu
Cebu's success. Moreover, to maintain its advantage against competitors, the hotel made sure to offer
high-quality and world-class products and services to ensure to be on-trend and makes sure to enhance
its strategies in offering products/services, handling guests, marketing, and partnerships. Viral marketing
through social media, collaborative marketing, and the use of Digital Advertisement are some of the
marketing trends in the tourism and hospitality industry. Talking about the SWOT analysis of Radisson Blu
Cebu, the strengths include being a five-star hotel, its world-class/high-quality products and services, the
skilled and trained employees, location, and its local and international partnerships. Its weaknesses
include the rates known to be expensive, lack of manpower due to a covid-19 pandemic, and limited food
 STI COLLEGE OF KORONADAL
Sta. Lucia St., Brgy. Zone III, Koronadal City, South Cotabato

selection. Opportunities are always present in the hotel, Radisson is expecting opportunities such as the
marketing trends, employment opportunities for the locals, and high profit, however, threats to the hotel
are also present which includes the competitors, the covid-19 pandemic, uncontrollable natural disasters,
and the ever-changing customer demands.

Because of the aforementioned current situations, weaknesses, and threats on Radisson Blu Cebu,
objectives were formed which to increase the market awareness of the products and services offered by
the hotel through the collaboration with the industry’s social media influencers such as Pia Wurtzbach,
Catriona Gray, and Scarlet Snow Belo as well as offering discount vouchers to the hotel’s loyal customers.
In line with this, retirees, families, barkadas (group of friends), solo travelers, couples, and corporate
travelers are the identified target market of Radisson Blu. Moreover, marketing strategies were
incorporated, for the product strategies, the hotel aims to provide a series of innovative delicacies that
will appeal to a variety of customers (specifically halal foods) and permit to cater to customers of all ages.
For the pricing strategy, the hotel will utilize a promotional pricing strategy in the year 2022 added to its
present pricing strategy which is the premium pricing strategy. To successfully achieve these product and
pricing strategy objectives, the product and pricing strategy for Radisson Blu Cebu will be introduced to
the hotel's target market using digital advertising, particularly social media advertising combined with
word-of-mouth advertising. Boosting the hotel’s brand identity is through introducing the company logo
and slogan to the market in just one click by the use of different social media platforms. The timetable of
this marketing plan will cover the months starting from January until August of the year 2022.
Furthermore, the marketing budget of Radisson Blu Cebu has a total of PHP 537,850 which covers all the
marketing expenditures.

Thus, this marketing strategy will significantly help Radisson Blu Cebu in raising brand awareness,
acquiring a high number of bookings, and gaining a competitive advantage in the tourism and hospitality
industry.

I. Introduction
Current Situation of the Company
With the ongoing COVID-19 pandemic affecting countries all over the world, as well as
several industries, the tourism and hospitality industries are being challenged to learn,
live, and adapt to a new normal. The new normal requires every one of us to treat our
health far more seriously, with a particular emphasis on hygiene and sanitation, as well
 STI COLLEGE OF KORONADAL
Sta. Lucia St., Brgy. Zone III, Koronadal City, South Cotabato

as to be accountable to ourselves and others. Despite the threat caused by the Covid-19
pandemic, Radisson Blu Cebu maintains its warmth and reputation as one of the best
hotels to stay in Cebu and is driven by a desire to consistently revitalize the way it
operates and manages its performance as a result of its strong presence, wide-ranging
influence, and resilient culture. In collaboration with SGS, the world's top inspection,
verification, testing, and certification company, the Radisson Blu follows the "Radisson
Hotels Safety Protocol." It emphasizes hand sanitizing depots at all entrance points, the
use of safety equipment and shielded screens, increased and reviewed cleaning and
disinfection recurrence, social distancing in all areas of the hotel, World Health
Organization advice and health guidelines, the reiteration of food safety standards, and
comprehensive staff training. Furthermore, one of the promotional strategies now being
used by Radisson Blu is internal sales promotion (or relationship marketing), in which the
hotel's front-line service team is taught how to treat their clients to the best of their
ability. Aside from that, the hotel uses a word-of-mouth marketing approach, believing
that if its visitors are happy and satisfied, they will spread positive word of mouth, and
consumers would act as indirect promoters of the company. In addition, as a reward for
their loyalty, the hotel provides regular visitors discounts on room upgrades. The Hotel as
well utilizes the use of digital marketing such as social media, website, and videography
to promote its products and services. Last, the hotel has a variety of travel agency
partnerships and they give incentives to expand its consumer base. As a result, it
generates, secures, and increases the number of consistent, loyal, and future Radisson
Blu customers.

Environmental Factors
Environmental factors have had a significant impact on the Radisson Blu Cebu's success.
The Department of Tourism (DOT) has given the hotel credit for a project or campaign
aimed at reducing the negative impact of their business on the environment, improving
their capacity to deliver the quality that consumers expect, and protecting valuable
resources for the benefit of future generations. The hotel’s partnership with the United
Nations Environment Programme, and Philippine Center for Environmental Protection
and Sustainable Development Inc. enabled them to gain an advantage in promoting their
 STI COLLEGE OF KORONADAL
Sta. Lucia St., Brgy. Zone III, Koronadal City, South Cotabato

products and services as these organizations proved that the hotel is credible. As for the
other environmental factors, it is an advantage for the hotel that it is situated just minutes
away from the Mactan Channel and the Cebu International Port enabling them to acquire
a large number of guest bookings. Because of the hotel's good location, public transit is
easily accessible. To navigate throughout the city, visitors may readily find metered taxis
and native jeepneys, and the ferry terminal is roughly a 10-minute walk from the hotel.
Moreover, Radisson Blu Hotel offers easy access to cultural sites such as Ayala Center
Cebu, Basilica del Santo Nino, Casa Gorordo Museum, Taoist Temple, and gorgeous white-
sand beaches of Cebu. Aside from that, the hotel is also connected to the iconic SM City
Cebu Mall by a walkway making the hotel one of the top choices accommodations of
travelers visiting the province of Cebu.

Competitive Analysis
Competition is one of the threats to the progress and popularity of Radisson Blu Hotel
Cebu, some of its close competitors are the five-star accommodation establishment such
as; Seda Ayala Center Cebu, The Partridge Guest House, Dusit Thani Mactan Cebu Resort,
Arterra C+D – Stunning Ocean View, and Jpark Island Resort and Water Park. To effectively
respond to the competition, the hotel first ensures to offer high-quality and world-class
products and services with interiors with slick and modern designs, comfortable,
sophisticated, and well-appointed rooms, justifiable rates, and more of a business or
tourist hotel than a wannabe “charming” property. Moreover, to be ahead of the
competitors, the hotel ensures to be on-trend in which they have appointed a team that
focuses on spotting new trends and creating a product and services in accordance to the
trends and another team that studies the strategies of the competitors and on how the
hotel can advance to it. Aside from that, Radisson Blu Hotel makes sure to enhance its
strategies in offering products/services, handling guests, marketing, and partnerships.
Furthermore, when it comes to responding to new marketing strategies, Radisson Blu
Hotel ensured that all marketing strategies were effective by performing a month of
testing; if a strategy is found to be ineffective, it is rejected and those that are effective
are chosen. The Radisson Blu Hotel gains a competitive advantage over competitors by
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Sta. Lucia St., Brgy. Zone III, Koronadal City, South Cotabato

using the aforementioned strategies, and it maintains its profit margin despite challenges
such as competition, new marketing preferences, and the Covid-19 pandemic.

Marketing Trends
The following are the marketing trends in tourism and hospitality industry:
 Viral marketing through social media- this has become a mainstream marketing
tool used by multinational enterprises in different industries and its success is
also attributed to the word-of-mouth on online social networks that connects
billions of consumers.
 Collaborative Marketing- this refers to collaborating with various institutions to
promote products and services effectively. Due to the intermittent nature of the
tourism and hospitality industry, collaboration is especially vital in
product marketing initiatives. According to relevant studies, collaborative
marketing is a viable solution to a variety of product marketing challenges and is
effective in establishing a consistent brand identity and providing competitive
value propositions.
 The use of Digital Advertisement – a marketing trend that is widely used
nowadays because aside from it does not require a large amount of money, it is
also effective since it can reach millions of potential customers with the use of
technology and effectively catches customer’s attention.

II. SWOT Analysis

STRENTHGS WEAKNESS
Five-star Hotel Expensive (compared to
World-class/high quality other five-star hotels)
products and services High cost of maintenance
Skilled and trained employees Lack of manpower due to
Location covid-19 pandemic
(located near the airport, SM Limited food selection (lack
mall, beaches, and Cebu’s of halal foods)
famous cultural sites)
 STI COLLEGE OF KORONADAL
Sta. Lucia St., Brgy. Zone III, Koronadal City, South Cotabato

Local and international

partnerships
OPPORTUNITIES THREATS
Marketing trends (specifically Emerging Direct Competitors
digital marketing) (Cebu has several five-star
Travelling/vacations is a trend accommodation
nowadays establishments )
Employment opportunities Covid-19 pandemic
for the locals Uncontrollable events
High profit (natural disasters)
Ever-changing customer
demands

III. Objectives
Marketing Objectives are the goals set by Radisson Blu Hotel for them to focus on and plan
strategies to be achieved within a given time frame. Below are the objectives that show what
Radisson Blue Hotel wants to achieve:

By January 5th of 2022, Radisson Blu Cebu needs to build a collaboration with three (3)
new industry influencers particularly Pia Wurtzbach, Catriona Gray, and Scarlet Snow Belo
and produce discount vouchers for the hotel’s loyal customers/followers.
By the month of March 2022, Radisson Blue needs to raise its brand awareness by posting
videos and pictures of its products and services together with the influencers on different
digital platforms.

IV. Target Market

A target market is among the most efficient techniques to develop a business; it is a group of
clients and/or consumers that are most likely to book a reservation, check-in, or experience the
hotel's products or services. Since these people seem to be more likely to desire or need a hotel's
products and services, focusing marketing efforts on them offers great value. Below comprises
the following target market of Radisson Blu Hotel:
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Sta. Lucia St., Brgy. Zone III, Koronadal City, South Cotabato

RETIREES - These are most likely senior citizens (60 years or older) who receive a pension
and/or financial assistance from their families since they are no longer employed or
unable to work. They are more inclined to enjoy their lives at this age by traveling and
pampering themselves in places where they are still able to go.
FAMILIES – A family get-together can never go out of style. Given the abundance of
neighboring attractions in the hotel's vicinity, the Radisson Blu Hotel is an ideal spot for
families to stay. A family can have members of various ages, and genders. They are more
likely to connect and spend time with one another.
SOLO TRAVELER – These are the ones who get thrilled about venturing out of their own
will, more likely to have an interest in a peaceful vacation. Once arrived in Cebu, making
Radisson Blu their second home could never go wrong. Customers of this type can be of
any gender or age.
COUPLES – Couples are most likely to check-in in hotels. The restaurants and bars within
Radisson Blu are perfect for any couples who wanted to celebrate something special such
as, anniversary, wedding, engagements, etc., or if they wanted to just spend their time
together in a lovely place.
BUSINESS/CORPORATE TRAVELERS – They are the ones who travel for work purposes.
May it be a one-on-one meeting or a group meeting, Radisson Blu has a perfect place to
be for those purposes.
BARKADA/GROUP OF FRIENDS – these customers are a group of friends consisting of
both genders of all ages. They are more inclined to travel to spend time with each other
or to celebrate any type of occasion.

V. Marketing Strategies
Product Strategy
Radisson Blu Cebu is known for its modern and high-quality services, amenities, and
products. What makes Radisson differ from other hotels is its offered additional services
such as a wake-up service, spa, sauna, doctor-on-call, Jacuzzi, and a hair salon. Moreover,
due to the threat of the covid-19 pandemic, and everything is getting digitalized at a great
pace, so is the booking system at Radisson Hotels. Bookings are made through Radisson's
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Sta. Lucia St., Brgy. Zone III, Koronadal City, South Cotabato

official website (http://www.radissonblu.com/en/hotel-cebu) and customer queries are

handled by a dedicated team of digital specialists who create innovative channel
campaigns and share important news. Aside from that, the hotel now has an app wherein
all the information regarding the hotel is available as well as the booking. Despite its
success, Radisson is still experiencing issues during the pandemic, with the majority of
guest reviews concentrating on the hotel's limited food/meal options. With this, we aim
to provide a series of innovative delicacies that will appeal to a variety of customers
(specifically halal foods). This will support the hotel in resolving the situation.
Furthermore, because the industry is now permitted to cater to customers of all ages,
Radisson will offer a package deal in which children under the age of 13 will be free.

Pricing Strategy
Radisson has generally embraced a premium pricing strategy because it recognizes that
its guests will not mind paying a premium for such luxury while maintaining their status
and quality. However, there is yet another POD (point of differentiation) here. To cater to
each consumer segment, Radisson Hotels has a high and mid-premium pricing approach.
It has also established a promotional pricing strategy by providing a few incentives to its
loyal and regular customers. For instance, Customers can get 3,000 bonus points for their
first booking through the Radisson app. Aside from that, Customers who book throughout
the month of December will receive a 40% discount from Radisson for their Christmas
holiday sale. For the pricing objective, the hotel aims to utilize a promotional pricing
strategy in the year 2022. This will help the hotel to attract more customers even those
who are budget sensitive by offering discounts and short-term incentives especially
during special activities such as festivals, New Year, and Christmas.

Promotional Mix
An effective promotional tool is critical to every company's success and achievement of
its goals and objectives. The product and pricing strategy for Radisson Blu Cebu will be
introduced to the hotel's target market using digital advertising, particularly social media
advertising combined with word-of-mouth advertising (with the support of social media
influencers). On the Radissons' pages on various social media platforms, videos and
 STI COLLEGE OF KORONADAL
Sta. Lucia St., Brgy. Zone III, Koronadal City, South Cotabato

photographs detailing the products and services, rates, and discounts will be posted. This
form of marketing tool is effective since it may reach customers in a matter of seconds.

Branding
Because social media is so widely used nowadays, Radisson Blu will grab this opportunity
to reach its target customers and this will help the hotel to establish a strong brand
identity in the market with just a few clicks. Customers will be able to recognize the
establishment if the hotel's logo and slogan are posted on various social media platforms
(Instagram, Twitter, Facebook, YouTube). Furthermore, distinctive products and services
will be posted to demonstrate the hotel's brand name and its credibility.

“EVERY MOMENT MATTERS”

Radisson Blu Hotel Cebu's motto/slogan means that every bad moment and good
moments, are still moments of your life and they have a purpose. That’s why Radisson Blu
Hotel Cebu offers a luxurious comfort of accommodation for all ages to seize every
moment with your loved ones take time and relax and make your life worth living at
Radisson Blu Hotel Cebu.

The Radisson Blu Hotel Cebu used its logo for recognition, and basically, the Radisson
Cebu logo is one of the most well-known wordmarks in the Radisson hotel sector. Simply
because Radisson Cebu used black, white, and blue color, which is not the usual color of
Radisson Hotels logo. The special bold black handwritten font is very modern, and the
logo itself is the name of their hotel that's why it was easy to remember.
 STI COLLEGE OF KORONADAL
Sta. Lucia St., Brgy. Zone III, Koronadal City, South Cotabato

VI. Timetable

TIMETABLE

YEAR 2022 January February March April May June July August

PLANNING

RESEARCH

SECURING FUNDS

MEETING W/ INFLUENCERS

VIDEO/PICTURE TAKING

VIDEO/PICTURE EDITING

VIDEO AND PICTURE LAUNCHING

DISCOUNT LAUNCHING

MONITORING

EVALUATION

As presented in the data above, from the 5th to 25th of January 2022, Radisson Blu Cebu will be
conducting planning on how they would implement their objectives and determining the famous
influencers that could help them in promoting their products and services. Starting from January 10 to
January 30, 2022, the hotel will be conducting a market research determine what materials they would
need, what design would attract the customers’ attention, and if their plan would be feasible. After the
research, the management would secure the funds needed in the implementation, where they will get it,
and how much they will need. On the 21st of February, the hotel marketing management will be having a
meeting with the new tourism and hospitality industry influencers such as Pia Wurtzbach, Catriona Gray,
and Scarlet Snow Belo. Moreover, the video/picture taking is set on March 1-7 followed by the editing
 STI COLLEGE OF KORONADAL
Sta. Lucia St., Brgy. Zone III, Koronadal City, South Cotabato

that will be on March 10-20. Furthermore, the discount and video/picture launching, as well as the
monitoring will be from April 1st to the end of July, and the evaluation will be on August 1-5, 2022.

VII. Budget

RADISSON BLU CEBU MARKETING BUDGET

ACTUAL
EXPENDITURES BUDGET (PHP) BALANCE
CATEGORIES (PHP) (PHP)
MONTH
Jan Feb Mar Apr May Jun Jul Aug
PLANNING AND
MARKET RESEARCH 10,000 9,500 0 0 0 0 0 0 0 500
EXPENSES

STAFF/PERSONEL
EXPENSES
Salary/wages 70,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 0 7,000

Benefits 4,000 500 500 500 500 500 500 500 0 500
Utility cost 3,500 500 500 500 500 500 500 500 0 0
ONLINE MARKETING
EXPENSES
Influencer’s 300,000 0 300,000 0 0 0 0 0 0 0
talent fee

Social media
boost post 60,000 0 0 0 15,000 15,000 15,000 15,000 0 0
Television
commercial 50,000 0 0 0 11,000 11,000 11,000 11,000 0 6,000
OFFLINE MARKETING
EXPENSES
Video/picture 10,000 0 0 10,000 0 0 0 0 0 0
filming

Video/picture
editing 3,000 0 0 2,500 0 0 0 0 0 500

Printing 1,000 0 0 700 0 0 0 0 0 0

 STI COLLEGE OF KORONADAL
Sta. Lucia St., Brgy. Zone III, Koronadal City, South Cotabato

OTHER EXPENSES
Discount/vouch 10,000 0 0 0 2, 300 2, 300 2, 300 2, 300 0 800
ers

Equipment 30,000 10,000 10,000 10,000 0 0 0 0 0 0

Others 2,000 500 800 650 0 0 0 0 0 50
TOTAL EXPENDITURES 553,000 30,000 320,800 33,850 38,300 38,300 38,300 38,300 0 15,350

8 MONTHS TOTAL= 537,850

GRAND TOTAL PHP 537,850

VIII. Conclusion
To sum up everything that has been stated, facing the risk caused by the COVID-19
pandemic, Radisson Blu Cebu preserves its warmth and notoriety as one of Cebu's best hotels,
motivated by the desire to continually reinvigorate the way it operates and manages its
performance as a result of its strong presence, wide-ranging influence, and resilient culture. The
hotel was granted credit by the Department of Tourism for an initiative or campaign that aims to
reduce the negative impact of their company on the environment, improve their capacity to
achieve the quality that customers demand, and safeguard vital resources for future generations.
In terms of other environmental considerations, the hotel's location gives it an edge in terms of
attracting a big number of visitor reservations. To effectively respond to the competition, the
hotel appoints a team that focuses on spotting new trends and developing products and services
in accordance with them, as well as another team that studies the competitors' strategies and
how the hotel can advance to them. Radisson Blu Hotel Marketing Objectives are the goals that
are set to focus on and create tactics to attain within a particular timeframe. Moreover, distinctive
products and services will be shown to showcase the hotel's brand reputation and reliability. The
motto/slogan of the Radisson Blu Hotel Cebu every happy and terrible moment is still a part of
your life and has a purpose. Thus, this marketing strategy will significantly help Radisson Blu Cebu
in raising brand awareness, acquiring a high number of bookings, and gaining a competitive
advantage in the tourism and hospitality industry.