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  • April 2014 (Revised July 2017)
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The Park Hotels: Revitalizing an Iconic Indian Brand

By: Jill Avery and Chekitan S. Dev
  • Format:Print
  • | Language:English
  • | Pages:27
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Abstract

Priya Paul, chairperson of The Park Hotels, an award-winning portfolio of thirteen boutique hotels scattered across India, was in the midst of a brand revitalization program. Landor Associates, a leading brand consultancy had identified three areas of concern: the shrinking differentiation opportunity provided by the boutique hotel positioning, consumers' negative perceptions of The Park's properties, and a lack of consistency across the hotel properties in the brand portfolio. Competition was heating up and Paul had a goal to expand her hotel portfolio to twenty properties in the next ten years. Paul knew that she had to make some major changes to her brand, including changing her positioning, choosing a new logo, and selecting the right products and services that enhanced her revitalized brand. And, she had to decide where to site the new hotel properties to best compete against global behemoths, Starwood, Marriott, Hyatt and Intercontinental. How could she best revitalize her brand to stand out in a crowded marketplace, while preserving its rich heritage? Which changes would best propel The Park Hotels into the future?

Keywords

Organizational Change and Adaptation; Product Positioning; Competition; Brands and Branding; Accommodations Industry; India

Citation

Avery, Jill, and Chekitan S. Dev. "The Park Hotels: Revitalizing an Iconic Indian Brand." Harvard Business School Case 314-114, April 2014. (Revised July 2017.)
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About The Author

Jill J. Avery

Marketing
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Related Work

    • January 2017
    • Faculty Research

    The Park Hotels: Revitalizing an Iconic Indian Brand

    By: Jill Avery and Chekitan S. Dev
    • April 2014 (Revised July 2017)
    • Faculty Research

    The Park Hotels: Revitalizing an Iconic Indian Brand

    By: Jill Avery and Chekitan S. Dev
Related Work
  • The Park Hotels: Revitalizing an Iconic Indian Brand By: Jill Avery and Chekitan S. Dev
  • The Park Hotels: Revitalizing an Iconic Indian Brand By: Jill Avery and Chekitan S. Dev
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