ACCOR BRAND STRATEGY

Accor Group
Accor Brands In Vietnam
 Sofitel
 Novotel
 Mercure
 Ibis
What is Accor Brand
Strategy?
 Accor’s Key Concepts

INDEX  Brand strategy

 ACCOR GROUP TIMELINE
2015
1967 Accor launches
First Novotel created Accor Hotels
in Lille (France), by 1975 1980 “Feel welcome”
Paul Dubrule and Acquisition of Acquisition of
Gérard Pélisson Mercure Sofitel

1974 1978 1983

First Ibis in 100th Novotel Novotel
Bordeaux opened in becomes Accor
Amsterdam
ACCOR BRANDS
MARKETING MIX
PRODUCT
Franchises, manages and owns vacation properties, resorts,
and hotels
Segments: luxury, upscale, midscale and economy
4,500 hotels worldwide with > 20 brands
High quality products and services
Expanded operations: train service, restaurant, casino, flight
reservation, flight reservation, and service voucher
4P
PROMOTION
Media ad campaigns: TV, radio, newspaper, travel magazine,
billboard
Social media: website, app, twitter, facebook, Instagram,
youtube
Loyalty program: discount, fast check out, free night, upgrade
room, dinks, lounge service
Partnership with airlines and airports
International awards and recognition
PRICE
The only group of hotel that offers price ranges across all
market segment
Customers are all kinds: leisure, business, individual, families,
groups, etc…
Premium pricing policy for upscale as best quality service
and products
Mid-premium pricing and value added policy
Promotion policy according to festive and seasonal
PLACE
Global Operator in hospitality (100 countries)
Management contracts and franchise network
Online sale and mobile app
ACCOR BRAND MARKETING
Advertising, PR:
• Annual marketing campaigns
• Co-operating with strategic marketing firms
Digital Marketing:
• Purchase 12 millions keywords
• 570 million emails sent in 2014
• 800 thousand sms sent in 2014
Sport sponsorship:
• Tour de France (Ibis Budget)
• Evian Championship (Sofitel)
• Novotel French Golf Federation, etc…
CSR:
• Planet 21 program
ACCOR BRAND STRATEGY
INTERNATIONAL
In mature markets, the Group prefers “asset-light” ownership structures based on:
• Management contracts in the luxury segment;
• Management contracts or franchise agreements in the upscale segment;
• Management contracts and/or franchise agreements in the midscale;
• Franchise agreements in the economy segment in Europe.

In the emerging markets, the Group focuses on:

• Management contracts in the luxury and upscale segments
• JV with local partners in some countries, and management contracts in the midscale
segment
• All types of ownership structures in the economy segment (depending on brand and
location).
ACCOR BRAND STRATEGY
VIETNAM

Plan to open 19
more hotel during
Hotel 2019-2020 and to
All hotels are under appear in new
Service management tourism cities such
contracts, account for as: Quang Binh, Phu Restaurant
40% of rooms of Yen, etc…
international brand
The leading hotel in VN in all segments
operator in VN with
28 hotels available in
12 cities: HN, HCMC, Travel
Nha Trang, Hue, Hoi
An, Vung Tau, Da service
Nang, Ha Long, Uong
1991: Entered Bi, Phu Quoc, Hai
Vietnam market Phong, Sapa
through
Management Air tickets
Contract of Sofitel
Legend Metropole Car rental
Hanoi
ACCOR BRAND EQUITY IN
VIETNAM
Brand Awareness:
• Many hotels in various segments have enabled Accor to improve its brand awareness.
• Sofitel is the brand which is operated in luxury segment.
• Pullman is the brand which is operated in upscale segment.
• Novotel, Mercure might be listed in the midscale segment.
• Ibis in the budget segment.
Perceived Quality:
• French quality
• Digital, last minute deals, convenient price comparison from Tripadvisor, Kayak; optimum booking
process
• Mobile app & virtual Le Club loyalty card, online check-in, leave comments, etc…
Brand Association:
• Professional hotel operator
• Ecofriendly (Planet 21 program)
Brand Loyalty:
• Le Club Accor Hotels: earn points
• 500 main corporate clients worldwide make: earn miles, spend points, etc…
NOVOTEL
Mission: Mid-Scale hotel providing first class services
Locations centrally in the heart of all major cities

Services:
Some figures:
24hours reception
-1967 1rst Accor Hostel
Buffet Breakfast
-Nowadays 506 Hotels
Wi-Fi
-59 Countries
Large room with a bathtub
Sofa bed for children (Free under 16)
NOVOTEL IN VIETNAM
Hanoi (1) 4.5/5
Ha Long (1) 4/5
Danang (1) 5/5
Nha Trang (1) 4.5/5
Ho Chi Minh (1) 4/5
Phu Quoc (1) 4/5
 NOVOTEL BRAND IDENTITY VS BRAND IMAGE
IN VIETNAM
DIMENSION BRAND IDENTITY BRAND IMAGE
Product First class service hotel Service sometimes weaker than
expected (Phu Quoc)
User Mid-Scale Mostly High-Scale
Personality Bring happiness to customer Bring good service to customer
Functional benefits Children under 16 can stay for Good locations. Very good
free. Good locations. Buffets breakfast
Emotional benefits Friendly and professional staff Friendly, polite and caring staff
plus but sometimes lack of
competencies