General English I-Final Test "Crowne Plaza Hotel"_Mr.Toby Bond

Accredited by BAN PT: SK No. 007/BAN-PT/AK-V/S1/V/2002 — An accredited centre of the London Chamber of Commerce and Industry Examinations Board – United Kingdom — An approved centre of City & Guilds of London Institute, England — Cambridge International Associate Partner of the University of Cambridge International Examinations, United Kingdom

Mr. Toby Bond B.Sc.

By : 1. Crissie N. Sabatina (2006100780)

2. Kathy O. Alamanda (2006100798)

3. Happy Marissa E. S. (2006100869)

4. Neny Novitriana (2006100824)

5. Nur Asiani (2006100063)

6. Putri Widyasari (2006100766)

Class : 10-18A

1. About Crowne Plaza Hotel

Crowne Plaza Hotel Jakarta is a part of Inter Continental Group there one link of a big Hotel in the world, with more than 3.300 Hotels in almost 100 countries.

Like they are slogan “THE PLACE TO MEET”, Crowne Plaza Hotel Jakarta is the right place to do much activities, like meeting for business or not. You can be bring your family holiday in here. Because, Crowne Plaza Hotel serve much facilities that can make your happy family.

1.1. Location

Crowne Plaza Hotel located is in good place. The are was around the office, fitness and the other place that central of shopping, like Plaza Semanggi and Planet Hollywood. And just need 20 minutes for arrive at international Airport (that Soekarno–Hatta Airport), with easy access to central ways and to toll.

1.2. Accommodations

Crowne Plaza Hotel have 241 rooms (Superior, Deluxe and Executive Suite). With the size from 40m² until 88m². But for this end December we will launching new rooms, that have a kitchen, dining room and living room. And to welcome new years we want to offer the good price with 50% discount. Each of the rooms have a TV Satellite, telephone, cocktail lounge, machine to make coffee or tea, high-speed internet, free newspaper every morning delivered to room, hairdryer, phone with voicemail and connecting room.

1.3. Facilities

We served the other facilities in our hotel like :

• Café.
• Restaurant.
• Gym.
• Spa.
• Swimming Pool.
• Retro Club.
• Cake Shop.

Enjoy your holiday with us. We believe that we can make your comfortable with the facilities that our having. Come to our office that at Jln. Jend. Gatot Subroto Kav.2-3 Jakarta 120930, Indonesia. Or join us at http://www.crowneplazahotel.com/.

2. Integrated Marketing Communication (IMC)

Integrated Marketing Communication is about how marketing have a connected to advertising and public relation.

The IMC must clear about the marketing mix, like :

• Target Audience.
• Customer Value.
• The Cost.
• Communication, and
• The Advertisement.

2.1. Communication

When we want to meaningful to a person, we must make sure that :

• They are listening our Hotel.
• Then our have to secure their attention.
• Next, make a key point, get them involved.
• Finally, check that our have said that their understand.

This is a basic model of sales promotion that is AIDA (Attention, Interest, Desire and Action), it is basic of Advertising. The basic of the Public Relation is how they can send the message to the public, so that can make a mutual understanding between organization and public.

2.2. Marketing, Advertising, PR responsible to :

• Marketing is responsible to customer or consumer contact.
• Advertising is responsible to promotion the product so that public can know the product and attract to buy the product.
• Public Relation is responsible with a brand. Their communication the product to get good image.

3. PR Strategies and Tactics

The strategy and tactical objectives are set by managers to provide direction to the organization, and to show staff what must be achieved.

3.1. Strategies

These show how organization or the company have to give time for the future.

Crowne Plaza Hotel will make a ceremonial launching new rooms at 31^th December 2006 at welcome New Years.

3.2. Tactics

Tactics is help to achieve one or more strategy :

• Designing the new logo for the new room.
• Preparing the launching.
• Make a special price/net to welcome New Years Day.
• Make a New Years Party with invite artist from the other country.
• More to promotion the facilities for the new rooms.

4. Marketing Strategies and Tactics

4.1. Product

• We will launching new rooms with name “Family Room”.
• Description of our new rooms is :

- There are two double bed.

- There are living room.

- Kitchen.

- Connecting room.

- Satellite TV.

- High-speed internet.

- Controlled AC.

- Two line phone.

- Private Bathroom.

- Tea maker.

• Not just that we served complete facilities, like :

- Gym.

- Spa.

- Café.

- Swimming Pool.

4.2. Promotion

• The sales promotion we make that discounts to welcome New Years Day.
• The image is family, because this room special for family holiday, so the rooms have living room and dining room.
• Our target to our new rooms is the family that come from highclass.

4.3. Price

The price we offer to public for the new rooms is 50% from the cost based. And this will be held from 30^th December 2006 – 2^nd January 2007.

4.4. Place

For place and reservation, please come Jln. Jend. Gatot Subroto street Kav.2-3, South Jakarta. Or call us, phone 021-5268833 ; fax 021-5268831, and please visit in our website.

5. Advertising Strategies and Tactics

To announce our make new rooms to public so that they attracted to visit our product we will make an advertisement and make a sales promotion.

The advertisement is announced that our company (Crowne Plaza Hotel) have a new rooms, that called “Family Room”. In this rooms our served much facilities to make our visitor satisfy if they visit our hotel. And our serve the good service.

Our will use a magazine to promoted our new rooms. The magazine is like magazine about hotel and magazine that usually read by businessman or businesswoman. Because, our target market is businessman and businesswoman. And our company use internet to promotion our new rooms, and also the billboard. And our will make a poster that announcing our event (we make this event is to more attracted public to visit Crowne Plaza hotel), that is New Years Party with Crowne Plaza Hotel. That will be held in Crowne Plaza Hotel Jakarta.

6. The Event Activities

To more attracted public to visit our Hotel, we make a Event that a cool event that will be held in Crowne Plaza Hotel in Jakarta.

The event name is “New Years Party” in Crowne Plaza Hotel at Retro Club. You can join us, just with pay Rp. 500.000-, not to expensive because our will invite international artist, special performance (Tata Young), and we will make collaboration of 3 famous DJ from Indonesia. And you can get soft drinks and snack. The New Years Party will be held at 31^st December 2006 at Crowne Plaza Hotel Jakarta (at Retro Club).

Before we makes “New Years Party” we will ceremonial launching our new rooms at Crowne Plaza Hotel Jakarta it will be held 31^st December 2006.

7. Result for that Campaign

Before we make the proposal we had to make a little research about Crowne Plaza Hotel. We make research from 30 person respondents. When we asked “Are they have heard the name of Crowne Plaza Hotel”, 100% respondents answered that they know Crowne Plaza Hotel. About 70% (21 persons) more emphasize the services than the facilities from the hotel. 80% from our respondents said that their never visit or stay the night in Crowne Plaza Hotel. Have a lot of our respondents said that the price of the Crowne Plaza Hotel is very expensive.

8. Conclusion

Crowne Plaza Hotel have a “New Years Party” that will be held in Crowne Plaza Hotel. And Crowne Plaza Hotel will launching the new rooms that is called “Family Room”. Because, this room is very complete and very suitable to spend our holiday. And the excess this hotel are, the hotel have a good services and facilities.

To introducing and promoting our new rooms and new services, that is “Family Rooms” the big room for family. And to announcing our “New Years Party”.

So that we hope that people can attract to our new rooms and visit our hotel, and to create a new image from the Crowne plaza Hotel itself to the customer. The very important for us is your satisfy from Crowne Plaza Hotel.

From our proposal we can look that Marketing, Advertising and Public Relation is very important and have a connected one to each other. Marketing will responsible to the customer contact, Advertising is responsible to promotion the product to get attracted from public. And Public Relation is responsible to make good image the company in public.

9. Bibliography

• The picture from http://www.crowneplaza.com/
• http://www.paketrupiah.com/hotels/crowne_plaza_hotel/