Published by MBA Skool Team, Last Updated: December 29, 2017
Marketing Strategy of Ibis analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Ibis marketing mix, help the brand succeed.
Ibis marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Ibis Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Ibis Product Strategy:
The product strategy and mix in Ibis marketing strategy can be explained as follows:
Ibis hotels are one of the most popular hotel chains, serving customers worldwide through their hotels, resorts, hospitality services etc. Ibis offers different types of hotels as a part of its marketing mix product strategy. Some of them can be elaborated as below:
• Ibis – They provide a modern soundproof room connected with WIFI. There are provisions for office space and they have black – out curtains. The bathroom is spacious and efforts are taken to make things as comfortable as possible for the guests. They are environmentally conscious and use only materials approved by Forest Stewardship Council and Ecolabel. Ibis hotel rooms temperature controlled and provide a nice flat screen television to watch movies during their stay. They provide 24X7 service as and when required by the customers. Also one of the unique factors is that they provide breakfast from 4 AM in the morning till mid-day. So whether you are an early riser or like to sleep till late, they have something for everyone. There is also snacks available at the bar throughout the day. They also provide a 15 minute guarantee that any issues the customers face would be resolved within that window.
• Ibis Styles – These Ibis hotels are more targeted towards the customers who love creativity and design. Every floor has a unique look. Breakfast and every other little things are complementary in the booking. They provide bigger beds, soft duvet and cute pillows. It is targeted towards family travellers. They have a separate kid’s area in the lobby and special breakfast for the kids. They even provide bottle warmers for families with new-borns. There are family suites available.
• ibis budget – It is targeted towards price conscious travellers. They come at lower prices and have cocoon style rooms with comfortable beds and free Wi-Fi. They have provisions for unlimited buffet in the morning at cheaper prices. The service includes 24X7 check-in time and provide host of other benefits at lower prices.
Ibis Price/Pricing Strategy:
Below is the pricing strategy in Ibis marketing strategy:
Ibis hotels provide seasonal and festive discounts to attract customers.
They give offers like 20% discount near New Year and other festive occasions. Ibis give best price guarantee to its customers as a part of its marketing mix pricing strategy. They promise to match the price and even give a 10% discount if the customer can find a lower price elsewhere. They also provide bundled pricing called Extra Saver Package where they include overnight stay, breakfast buffet and 100 loyalty points per day for Le Club Accor Hotels. Ibis provide hotels at lower costs if one books 15 days in advance. They get about 1400 hotels to choose from and enjoy their stay. The prices vary as per the hotels and rooms booked. The prices also vary as per the seasonal demand
Ibis Place & Distribution Strategy:
Following is the distribution strategy in the Ibis marketing mix:
Ibis have more than 2000 hotels in around 65 countries across the world. They serve areas in Europe, Latin American, Caribbean, Asia-Pacific and Middle East, Africa.
All the major cities in the world have Ibis hotels, which show that it is a global brand serving customers worldwide.
Ibis Promotion & Advertising Strategy:
The promotional and advertising strategy in the Ibis marketing strategy is as follows:
Ibis hotels provide special promotions for bookings done though online channel. They have the Le Club Accor Hotels Loyalty Programme which comes with several benefits like access to discounted rate private sales 48 hours prior to everyone else twice a year, online check-in and fast check-out, room upgrades, free nights and an accumulation of 2000 points give you a discount of 40 euros. The membership also provides other benefits like rooms are available 2 to 3 days prior to your arrival and free internet worldwide. Availability of welcome drinks and exclusive Le Club Accor Hotel Lounge. They run ad campaigns which are short and tells about one of the USPs that ibis provides with real life situations where ibis adds value to the customers. Their slogan “for you you and you” shows their customer centric approach to the business. All the above promotions helps in giving it a competitive advantage and attracts new customers by creating value for the customers.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Ibis hotels.
Ibis, being a leading player in the hospitality industry, focuses on people it is associated with, i.e. customers and employees. The Chief Executive Officer of the company is Sebastien Bazin. He brings with him years of experience and deep knowledge in hospitality sector. He has a vision to disrupt the industry standards and follow innovative strategies to take AccorHotels to the top. There are various career opportunities and different level of staffs who collectively help in smooth functioning of Ibis hotels and provide the best customer service. The group provides more than 2800 job and internship offers in the present day and has over 250,000 dedicated employees who share a passion to provide the best service to the guests.
They add value for the customers by designing customised stay packages like “ibis budget Paris orly aeroport package”, “ibis budget London whitechapel package” etc which come at affordable prices. On top of their beds they provide 7cm mattress topper to make it more comfortable. They have well trained staff who provide services 24 hours a day 7 days a week all-round the year. They also provide non-stop bar services at their hotels. Ibis budget offers rooms for three people targeted towards friends travelling in groups.
There something called ibis insider where they post short selfie style videos of situations in daily life with a taste of humour and fun. They have a planet 21 project where they have set some goals for the year 2020. In accordance to that they involve employees, guests, their partners and local communities to work towards sustainable food and building. They follow eco-design where they use certified soaps, shower gel and shampoos which are eco-friendly. This covers the marketing mix of Ibis hotels.
Ibis runs a chain of hotels internationally and a well know name in the hospitality sector. It is owned by AccorHotels which is a hotel holding company.
The hotels are located in strategic locations like airports, railway station and central parts of the city and offer competitive prices which attracts the customers. In 1974, the first Ibis hotel was opened in Bordeaux, France.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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