A fresh Digital Marketing Graduate
The Grandeur Da Nang
" Serene Shores, Luxe Horizons - Your Beachfront Sanctuary"
From The Grandeur Corporation
A Tapestry of Experiences: Discover The Grandeur Ecosystem.
Exploring
Sail into the endless azure and discover pristine horizons
The Grandeur 1998
Step into a sanctuary of unparalleled coastal elegance.
The Grandeur 2017
Awaken
Wellness
Sail into the endless azure and discover pristine horizons
The Grandeur 2022 to now
Date published: 25 June 2024
By Phat Le
Content Writer
Room Division Management
Room Division Management (BUSM4568) equipped us with practical knowledge and interdisciplinary skills essential for managing a hotel’s operational backbone. For the final group assignment, we were challenged to conceptualize a hotel in a competitive urban market and demonstrate its feasibility. This involved integrating knowledge from various domains such as room operations, revenue management, marketing, and financial planning to ensure the hotel's operational efficiency and market viability. The task pushed us to think holistically, balancing service quality, cost control, and guest satisfaction, to build a comprehensive hotel model aligned with industry standards.
Executive Summary
Industry
Hospitality & Luxury Hotel Management
My role
Director of Rooms & Concept Designer
Context
Despite high supermarket traffic and positive Shopee reviews, Ecobambi struggled with low brand recognition. The challenge: increase brand recall and promote their eco-friendly values on a tight budget.
KPIs
Achieve 145,000+ total unique reach and 500,000+ video views across Meta & TikTok, while maintaining a high Engagement Rate (10% - 15%) within a highly constrained budget of 89.5M VND.
Job to be done
Propose a brand identity revamp and a short-term, cost-effective digital strategy to boost brand recall.
Report version
Task allocation
Market Research
Designed the end-to-end research framework and sampling plan, executing mixed-method research (795 surveys & 30 in-depth interviews) to define the target market.
Brand Repositioning
Led the data-driven strategy to shift the client's brand perception from a traditional "cute fashion" label to a purpose-driven, sustainable kidwear brand.
Digital & Influencer Planning
Developed the short-term digital marketing proposal and managed KOL/KOC screening to effectively execute the repositioning strategy.
Learning outcomes
Qualitative & Quantitative Data Analysis
Data-Driven Brand Repositioning
Ommnichannel Campaign Planning
Influencers & KOC Strategy
Consumer Insight & Psychology