Title : Marketing Mix of Raffles Jakarta

Video Objectives: Viewers will be able to identify Raffles Jakarta’s 4P’s Marketing Mix that is
being used to attract their customer
Learning Objective:
 In the first minute, we will be talking about Raffles Hotel Jakarta in general
 The second minute will be talking about 2P’s Marketing of Raffles Hotel Jakarta (Product
and Place)
 The third minute will be talking about another 2P’s Marketing Mix of Raffles Hotel Jakarta
(Price and Promotion)

Script:
From the first video, we already knew the elaboration of Garuda Indonesia’s 4P’s Marketing Mix
that is an airline company. Move on to the second topic of Marketing Mix, which is a hotel
company, Raffles Hotel Jakarta.
Raffles is a part of the well-known Accor Hotel Group. Raffles is Accor’s luxury hotel brand.
For Raffles, “luxury is not just about what you do, it’s about how you feel”. They will do their
best way to give their guest the warmest welcome, richest experience and fondest memories.
Delivering their love of service since 1887 back then from Singapore, until Dubai, China, and
many more cities, they finally open their first property in Jakarta on 2015. Located in Kuningan,
Raffles blending in elegant Indonesian aesthetic design with modern technology and comfort.
So now, let’s talk about Raffles Jakarta 4P’s. First, we’ll talk about Product. The main product of
a hotel is guest room, the same about Raffles Jakarta. Besides offering guest rooms, Raffles
Jakarta as a luxury hotel also offer services like spa, gym. Located in the heart of the city, it is
also perfect for business traveler. Raffles also offer banqueting facilities such as meeting rooms,
wedding hall , also library, and business center that can be accessed by guest that stays there.
Nevertheless, Raffles Jakarta also offer food and beverage products. Each product can be
suitable into different market, for leisure traveler, they may book spa service, and use the gym
facility. For business traveler, they may book meeting rooms and use business center.
Second, let’s talk about Place. Raffles is a luxury hotel, and target a high class market segment.
Why? We can see from where Raffles establish its property, it is located in the heart of city
which is Kuningan District. It is popular for high class market segment, also business traveler.
To reach the potential customer, Raffles Jakarta distribute its product into different places and
method. For Direct Method, Raffles use personal hotel website to sell the rooms, for reservation,
Raffles can also accept personal telephone calls booking from guest. For Indirect Method,
Raffles distribute its product to Online Travel Agents such as Traveloka, or Chope.
Let’s move on to the third 4P’s Marketing Mix, Price. Price is the amount of value charged to
customer, determined by the cost of product, tax, target market, and so many else. Raffles place
themselves as a luxury hotel brand. The customer can receive the best and full quality of service,
even when guest book a hotel room, they will be assisted by one personal butler. The price is
quite high because of the product and service they offered. For the room itself, it is start from 2.7
million per night. Raffles also apply bundling price strategy, for example, Raffles King Room
with Breakfast is charged 2.8 million per night, but it is non refundable. But, if you choose
Raffles King Room with Breakfast and free cancellation, it will cost you 3.6 million per night.
Last is promotion. Promotion is really beneficial to gain the exposure from larger market, and
effective promotion can also increase sales. Raffles as a luxury and modern hotel is aware of
today’s trending marketing is by endorsement. Raffles often invite food bloggers or travel
bloggers to come to the hotel, and in exchange, the bloggers need to post and promote Raffles
Jakarta service on their social media. Raffles also partnered with some online booking website
such as Chope, where they offer dining promotion to Chope user.
Assessment: What kind of pricing strategy that Raffles use?
Source:
https://www.raffles.com/jakarta/
https://www.instagram.com/raffleshoteljakarta/