A1- Westin is a premium Luxury Brand offered by Starwood/Marriot due to its offering like
Heavenly beds , Though broadly Westin targets high end Upper class Big Corporate Honchos
and Industrialists leisure and corporate travelers but since it is in Premium Service Sector and
their philosophy of wellness Target market is more Pshychographic in nature based on healthy
Experiences –According to VALS classifification of Consumer Behaviour their target matter falls
into – Achievers, Believers and to some extent Experiences. Heavenly Beds,New
Balance,Heavenly Bath, Guy Gossi

Achievers. These consumers are the high-resource group of those who are
motivated by achievement. They are successful work-oriented people who get their
satisfaction from their jobs and families. They are politically conservative and
respect authority and the status quo. They favor established products and services
that show off their success to their peers.
 Innovators. These consumers are on the leading edge of change, have the
highest incomes, and such high self-esteem and abundant resources that they
can indulge in any or all self-orientations. They are located above the rectangle.
Image is important to them as an expression of taste, independence,
and character. Their consumer choices are directed toward the "finer things in
life."
 Experiencers. These consumers are the high-resource group of those who are
motivated by self-expression. They are the youngest of all the segments, with a
median age of 25. They have a lot of energy, which they pour into physical
exercise and social activities. They are avid consumers, spending heavily on
clothing, fast-foods, music, and other youthful favorites, with particular emphasis
on new products and services.
Typical Buyer Persona
The secondary target markets are Families(Special Kids Zone,
Weekendpackages,Reward Points , Special dining areas for Family Reunions
& Weddings) & Senior Citizens(15% Discount).
Discover the harmony, spacious rooms and ideal location of The Westin Perth.
Situated in the rejuvenated east end of Perth CBD, our hotel is steps away from
Perth's popular city malls, while Elizabeth Quay, the vibrant Swan River precinct and
Perth Arena are also nearby. Feel invigorated as you step into our thoughtfullydesigned guest rooms, featuring signature Heavenly® Beds, sleek bathrooms and
signature amenities. After an accomplished day, sample rustic Roman cuisine at
Garum, by Guy Grossi, within the historic Hibernian Hall. Find your balance after
your journey to Perth at our Wellness Level encompassing the eco-luxe Bodhi J
Spa, 24-hour Westin WORKOUT® Fitness Studio and heated infinity-edge pool.
Meetings, conferences and special events are well catered to, and if you're in town
for work, maximize your stay by reserving a club room with access to our Executive
Lounge. Whether you're in town for work or play, your time at The Westin Perth is
sure to be a highlight of your Perth visit.Marr
Offering more than 2,300 square metres of versatile event space; all equipped with cuttingedge technology, including a sophisticated 800 square metre Grand Ballroom, The Westin
Perth provides a refreshing location for mindful meetings or inspiring events. Our
professional team will be happy to help you plan your event: on-site technical experts will
ensure you have the latest tools and all the support you need for peak performance, while
our dynamic catering team serves seasonal, health-enhancing menu options to fuel your
day. From an executive board meeting, office retreat or product launch, to an intimate
wedding or family reunion - these are just some of the gatherings perfectly suited to The
Westin Perth. Westin Clutter-Free Meetings helps planners and guests stay organised and
productive with an open room design, socially conscious amenities and delicious
SuperFoodsRXTM menu choices to keep minds sharp. Also targeting people with societal
bent of Mind with their sustainable offering., Government Military.
A-2 )
Crown 4, 199
Como 595
Pan Pacific 193
Hyatt Regency 165
Fraser Suits 184
Ramada 171
Intercontinental 216
Parmelia 161
Sebel 237,4.0
Business Level Positioning well being, Business Amenities , Percieved Popularity with Business.WTC
Perth
A-3)2 particular Contact Points- Online
Geo Location Software inseperable moment easy for customers to navigate around, Website Excudes
Luxury and include artistic photographs,
Face to Face- Welcomers.They move fluidly, answering questions, inspiring ideas, special individual
relations with guests .Reception Desks replaced by host pods. Hosts carry mobile tabs, check Guests in
local street maps etc. Customers use smartphone technology.
vertising
Public Relations
Sales Promotion

Newspapers

Annual reports


Magazines

In-house
magazines
Rebates and price
discounts

Catalogues and
brochures

Samples, coupons,
gifts

Journals

Television

Radio

Cinema

Outdoor

Internet

Mobile

Press relations

Events

Lobbying

Sponsorship

Competitions
Direct Marketing
Personal Selling

Direct mail

Sales presentations

Database

Sales force manageme

Internet

Trade fairs

Mobile

Exhibitions

Multi-level

Peer-to-peer
(P2P)
Promotion- Western Australia Chamber of Commerce
Physical Environment-Co working Space and virtual Offices. over 2,300 sqm of event space
including 9 versatile rooms all with natural light.Co Branding Credit Cards and Points.