FOUNDER : CURT CARLSON

GROUP MEMBERS:-
AKANSHA CHATURVEDI
ADITYA SAXENA
ASTHA TRIPATHI
ABHISHEK VERMA
ABHISHEK DWIVEDI
 ABOUT COMPANY

Radisson Hospitality, Inc., trading as Radisson Hotel Group, is an American

multi-national hospitality group. The company started as a division of Carlson
Companies, which owned Radisson Hotels, Country Inns & Suites and other
brands.

As of 2019, Radisson Hotel Group owns or operates 7 hotel brands:

Radisson, Radisson Blu, Radisson Collection, Radisson Red, Country
Inn & Suites by Radisson, Park Inn by Radisson and Park Plaza.
 STP PROCESS
The STP process demonstrates the links between an
overall market and how a company chooses to compete
in that market.

segmentation Targeting Positioning

The goal of the STP process is to guide the organization to

the development and implementation of an appropriate
marketing mix, as highlighted in the following diagram.
 SEGMENTATION

Geographic Demographic
Region Age
Country Gender
Population Income
Religion
Climate

Behavioural
Psychographic
Brand loyalty
lifestyle
Occasion
Personality
Usage rates
Values
Readiness to buy
opinions
 TARGETING

Radisson Blu hotel targets the segmented markets on the basis of

demographic, geographic, psychographic and behavioural
variables.

It targets different segmented markets on the basis of

Geographic, Demographic, Psychographic and Behavioural
Variables.

It targets on the basis of backgrounds, class, income levels

according to requirements.
 POSITIONING

• The hotel’s image in the mind of customer in terms of

location, quality of rooms, provision of food and beverages, POINT OF
levels of service. DIFFERENCE

• This image is communicated through the advertisements,

website, and other means of corporate COMPETITIVE
communication. FRAME

TARGET
CUSTOMERS

“position is not what you do to a product; it

is what you do to the mind of the prospect”.
THANK YOU