Welcome to POLITEKNIK NEGERI BALI

TOURISM NETWORKING AND CORPORATE COMMUNICATION

APPLIED OF TOURISM BUSINESS PLANNING STUDY PROGRAM

BALI STATE POLYTECHNIC
2019

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TOURISM NETWORKING AND CORPORATE COMMUNICATION

“Product-Specific Color Meanings: A Semiotic Approach In

IHG – InterContinental Hotel Group”

By:

1915885004 NYOMAN BUDI ARMA

1915885017 LUH EKA YUDIATI
1915885029 SETYA ARISTU PRANOTO
1915885022 PUTU RIAN ARDE SURYA
1915885010 I WAYAN EKA ADNYANA

APPLIED OF TOURISM BUSINESS PLANNING STUDY PROGRAM

BALI STATE POLYTECHNIC
2019

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“Product-Specific Color Meanings: A SemioticApproach In
IHG – InterContinental Hotel Group”

Abstract
To date there has been enough of literature supporting investigation of hoteliers who have
recognized the value of creating an aura of elitism within and surrounding their hotels.
Specifically, analysis of the relationship of product design and style elements to systems of market
communication is generally lacking. This paper aims to commence academic debate, and to
further understanding through conceptual and empirical analysis. Of particular interest is the
manner in which elite hotels position themselves at the apex of the international hotel industry
through the effective application of design and style, which is translated through semiotic carriers.
This has the potential to result in a 'cultural cachet', prestigiously and distinctively positioning
them within the market-place.

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“Product-Specific Color Meanings: A SemioticApproach In
IHG – InterContinental Hotel Group”

INTRODUCTION
The purpose of this study is to contribute to the existing research in the field of packaging and
marketing, and shed more light on the product-specific colour meanings. Colour can impart
meanings and plays a significant role in impacting consumers’ thoughts, feelings, perceptions, and
behaviours. Semiotic theories have been developed in different fields, such as language and
philosophy, and could provide a basis for understanding colour meanings. However, surprisingly
few attempts have been made to use the semiotic concept to describe colour meanings. The current
study establishes that a colour meaning framework can be derived in order to provide an
understanding of what types of colour meanings are communicated in some product contexts.
Existing colour strategies and semiotic theories are integrated. The implications for marketers,
designers and researchers are discussed.

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“Product-Specific Color Meanings: A SemioticApproach In
IHG – InterContinental Hotel Group”

InterContinental Hotels Group

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A Market Leader

• 4,732 hotels

• 693,072 rooms in nearly 100 Countries

• 80.6 million IHG Rewards Club members worldwide

(Figures as at June 2014)

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The IHG Family
IHG Corporate Operation Shared Service

Amadeo Bjorn
Mark Flower Zarzoza De Kock
Director of Commercial Director of Head of Shared
Thailand, Operations Service
IndoChina, Maldives Resorts, SEA Holiday nn
Express SEA

Vivien Lim
Eric
Director of Finance Oomar
Hoo
& Business Support Paurobally
Area Director of
SEA Manager
Finance and
Operational
Business
Excellence
Support -
Resorts
Shared Services
Terri Fynch
Director of HR
- SEA & AA Noeke
Resorts Kusuma
Area Director of
Michel Sales &
Shane Giles Chertouh Marketing
Director of F&B Area General Holiday Inn
Performance & Manager Express
Support Resorts Bali
Asia
Australasia

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Our Vision, Our Purpose

Vision (Where we are heading) : We will

become one of the great companies in the
world.
Purpose (What we do to help us
realising the vision): Great Hotels
Guests Love

Shantha De Silva
Head of South West Asia
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Our Ambition

IHG will be the #1 hotel company

in the world for guests, for
owners and for
colleagues

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What does it take to deliver the vision?
Creating the right environment leads to the right behaviour

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Brands
Mobile A Mobile B Mobile C Mobile D

Capability Dual Sims dual 4 SIM cards 4 TV included Wi-Fi,

standby standby calendar,recorde UMTS/3G,
Bluetooth, MP3 GSM quad band r,calculator,world GSM,
MP4, FM Java GPRS,wifi clock,alarm,MS Bluetooth
N
flashlight FM Bluetooth
Main function:
MSN, Analog TV Bluetooth,FM,M
Facebook... Dualcamera P3/MP4,GPRS,
MP3/MP4... WAP,USB
Support:MSN,Sk
ype,Facebook,Y
ahoo MSG,
JAVA game.

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 Still happy with your decision?
Mobile A Mobile B Mobile C Mobile D

Capability Dual Sims dual standby 4 SIM cards 4 standby TV included Wi-Fi,
Bluetooth, MP3 GSM quad band Java calendar,recorder,calculator, UMTS/3G,
GSM,
MP4, FM flashlight GPRS,wifi FM Bluetooth world clock,alarm,MSN
Main function: Bluetooth
MSN, Facebook... Analog TV Dualcamera
Bluetooth,FM,MP3/MP4,GPR
MP3/MP4...
S,WAP,USB
Support:MSN,Skype,Facebo
ok,Yahoo MSG, JAVA game.
Brands
Brand China Phone MPC Blackberry copy China Mobile S800 Iphone 3GS

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Great Brands
We need to be proud and committed to our
brands. We call this being Brandhearted
and it means we will :

• Be clear on what our brands stands for

• Work together to improve the performance of our

brands

• Put our brands at the heart of all our decisions

• Help People to bring the brands to life

By doing so we’ll have brands that our people feel

proud to work for, are preferred by our guests, and
deliver better returns for our owners and investors

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Our Global Brand
A prestigious and truly global brand An extended-stay hotel brand offering
located in major cities and resorts comfortable and stylish
offering high levels of comfort and accommodation.
excellent service.

An upscale brand in major gateway A clean, uncomplicated extended-

cities, offering business travellers high stay hotel choice offering convenience
levels of comfort, service and and good value.
amenities.

One of the world’s most recognised An innovative hotel bran offerin

hotel brands with a global reputation for guests an upscale hotel experience at an
service, comfort and value. affordable price.

Will make wellness an easy, natural

A fresh, clean, uncomplicated hotel part of travel. You'll find a place to
choice offering comfort, convenience stay, work, relax, socialize, exercise and
and good value. eat on your own terms, the way it
should be.

An Upscale Hotel brand that is

designed specially for Chinese
travellers.

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Where I fit in my family? IHG Portfolio Role
Luxury
Upper
Upscale
Upscale
Midscale
Budget

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Where I fit in my family? IHG Portfolio Role
Luxury
Upscale
Upper
Upscale
Midscale
Budget

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Great People

Room to have a Room to be

great start involved

Room to Room for

grow you

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Room To Have A Great Start

• We provide genuine and timely feedback to all

candidates.

• Your welcome starts before your first day.

• You will have all you need to start your job

from day one.
Anita Qian

• You will understand how your role

contributes to our success.

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Room To Be Involved

• You will be encouraged to provide feedback and share your

views.

• We value everyone’s different ideas, views and

perspectives.

• You will have the opportunity to make a difference in

your local community

• We will keep you informed and make sure you have the
information that’s important to you. Sabrina Sathihut

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Room To Grow

• You will know what success means for your role.

• You will be involved in regular, quality feedback

discussions.

• You will have the opportunity to develop for your

current and future roles.

• You will know what career opportunities are available

with IHG around the world .

Misun Kim

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Room For You

• We provide competitive pay and benefits.

• We recognize teams and individuals that make

great contributions.

• We will help you to have the right work life

balance.

• We care about you and your work workplace.

Hamzah Bin Hassan

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Great values

Do The
Right Thing

Show Celebrate
We Care Difference

Aim Work Better

Higher Together

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Winning Ways
Do the right thing
• We keep our promises and we don’t let people down
• We seek out the facts and trust our judgement
• We take decisions even when they’re difficult
Do The
Right Thing
Show we care
• We treat people as individuals
• We look and listen for the little things that make a difference
• We use our experience to find new ways to deliver great service Show
We Care

Aim higher
• We put our hearts into learning new things
• We challenge ourselves and those around us
• We always look for ways to improve
Aim
Higher

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Winning Ways
Celebrate difference
• We welcome different perspectives and listen to everyone’s ideas
• We are respectful of all cultures and look to learn from others
• We play an active role in the communities in which we operate

Celebrate
Work better together Difference
• We work hard to develop excellent working relationships
• We think about what we do and how it might affect others
• We trust and support each other

Work Better
Together

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Great Ways of Working

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Great Ways of Working

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Great Ways of Working

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Employee Survey

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Employee Survey

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Great Ways of Working

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Great Ways of Working

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Heartbeat Example

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Heartbeat Example

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One of the World’s Great Companies

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Our vision to become great

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