A Case Study on Customer Experiential Management at High Five Hotels Pvt. Ltd, Nashik

A Case Study on Customer Experiential Management at High Five Hotels Pvt. Ltd, Nashik

Sonali Gadekar (MET's Institute of Management, India) and Sushil Gadekar (MGV's Institute of Hotel Management, India)
DOI: 10.4018/978-1-4666-6543-9.ch068
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Experiential Marketing is an extension of consumer orientation marketing. The organizations can use Experiential Marketing as one of models which has vast potential to serve as a link between improved customer satisfaction and brand loyalty. It can be described as one of the innovative ways of delivering the consumption experiences to the consumers before they buy a product or actually use the service. It works on the simple principle that the memories of experiences get preserved in the minds of prospective customers as well as repeat consumers which induces them to visit again and again for the same product or service. In this case study of High Five Hotel Pvt. Ltd., this innovative marketing strategy, known as experiential marketing, was applied by the management to establish itself in the market as a reputed brand. This case study presents various innovative promotional strategies followed in the hospitality industry. The ultimate outcome and the results after applying this ‘experiential techniques' were excellent in terms of financial returns as well as customer satisfaction.
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Implementation Strategy

Mr. Malhotra hired a consultant Mr. Aatish Rizvi from reputed Hospitality Consultancy Firm known as Welcome Services Pvt. Ltd. He conveyed the professional fees of $5000 which was nearing to the salary of General Manager, Mr. Singh. The consultant was not in favor of the experiential marketing tool as it involves relatively high cost factor and was instead more keen on traditional marketing. Mr. Singh, the GM was against the consultant’s appointment. He had complete faith in experimental marketing tactics for which he submitted a plan of action to Mr. Malhotra. Realizing the probable and positive impact of the General Manager’s plan of action, Mr. Malhotra took a pioneering decision to implement experiential marketing as his promotional strategy.

The plan of action designed and drafted by Mr. Singh included:

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