External marketing audit of the Miracleon Resort
External marketing audit of the Miracleon Resort
Miracleon is an all-season SPA resort on the Black Sea coast, located on 50 hectares of a unique arboretum in a picturesque part of Anapa, one of the best balneological resort towns in the world. Combining the international level of comfort, premium service and southern hospitality of the Krasnodar region, Miracleon offers holidays in the Mediterranean climate for families with children, couples and groups of friends of all ages.
The resort's infrastructure is represented by six modern 4* and 5* hotels, which can comfortably accommodate more than 8,000 people in rooms and suites of various categories, as well as in private residences with personal butler service. The main feature of the resort is the round–the-clock SPA complexes, where during the daytime you can get a variety of cosmetic and care rituals, undergo wellness procedures, and at night enjoy the warmth and comfort of multi-level thermal zones, use the portal pool and admire the starry sky even in cold weather.
The resort's infrastructure is represented by six modern 4* and 5* hotels, which can comfortably accommodate more than 8,000 people in rooms and suites of various categories, as well as in private residences with personal butler service. The main feature of the resort is the round–the-clock SPA complexes, where during the daytime you can get a variety of cosmetic and care rituals, undergo wellness procedures, and at night enjoy the warmth and comfort of multi-level thermal zones, use the portal pool and admire the starry sky even in cold weather.
BRIEF
In the spring of 2024, the management of the Miracleon resort contacted SEA Company to evaluate the activities of the marketing department, the representation of the resort in the information field and online sales channels. The main problem was the low brand awareness outside the Southern Federal District of Russia, the lack of representation of the resort in the federal media, which presented a number of difficulties for the sales department in both the B2C and B2B segments.
SOLUTION
After negotiations, as well as taking into account the investor's targets and strategic plans for the resort's development, it was decided to launch work on the "External Marketing Audit" consulting package in order to identify the resort's weaknesses and develop recommendations for improving the effectiveness of the resort's marketing.
REALISATION
The first stage of the project was to conduct an internal audit of marketing materials, including an assessment of the current communication strategy, media plan, research of the competitive group and other procedures necessary for an objective assessment.
The second stage was an audit of the resort's external representation and its market positioning, including an assessment of the brand's media performance in comparison with a competitive group, an analysis of digital marketing and the representation of resort hotels in key online sales channels.
At the third and final stage, the consultant in charge of the project formed a set of recommendations for improving the effectiveness of marketing activities in order to meet the investor's target instructions, taking into account the real market conditions.
The second stage was an audit of the resort's external representation and its market positioning, including an assessment of the brand's media performance in comparison with a competitive group, an analysis of digital marketing and the representation of resort hotels in key online sales channels.
At the third and final stage, the consultant in charge of the project formed a set of recommendations for improving the effectiveness of marketing activities in order to meet the investor's target instructions, taking into account the real market conditions.
RESULT
The audit resulted in a detailed report on the effectiveness of the resort's marketing with an objective comparative assessment of the work of the resort's marketing department and its competitors, as well as the conclusion of the SEA Company's supervising expert with a structured set of specific recommendations for improving the effectiveness of external communications.
Based on this audit, the management of the resort was able to obtain an objective assessment of the current marketing situation and plan the next steps to improve the results.
Based on this audit, the management of the resort was able to obtain an objective assessment of the current marketing situation and plan the next steps to improve the results.
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