VAN LANG UNIVERSITY

HORNORS PROGRAM

FINAL REPORT
SALES & MARKETING IN HOTEL INDUSTRY

TOPIC: SALES & MARKETING STRATEGY

PLAN FOR NEW PRODUCTS OF FURAMA
RESORT DA NANG

INSTRUCTOR: MRS. NGUYEN THI NGOC LINH

SIX PACK GROUP
CLASS: K26DB-DKS1

Ho Chi Minh City, 21st of April, 2023

ACKNOWLEDGEMENT
First and foremost, we would like to express our most profound appreciation to our
fellows, especially since we cannot begin to express our thanks to Ms. Nguyen Thi
Ngoc Linh, who always keeps tracking and supporting us for the completion of our
dissertation.
During the participation of her lecture, we gained several excellent knowledge and
lessons, as well as kept in mind all of her experiences that have been shared.
Last but not least, thanks should also go to our classmates who always have profound
belief in our work.
Thank you!
Members of “Six Pack” group:
No. STUDENT ID FULL NAME CLASS
1 207KS42810 DAO MAI ANH K26DB-DKS1
2 207KS12213 BUI GIA BAO K26DB-DKS1
3 207KS12318 NGUYEN THANH DUC K26DB-DKS1
4 207KS32742 CHU HA TRUC LY K26DB-DKS1
5 207KS49575 LE TAN SANG K26DB-DKS1
6 207KS13230 NGUYEN YEN VY K26DB-DKS1
TABLE OF CONTENTS

OVERVIEW ............................................................................................................................................1
CONTENT ...............................................................................................................................................2
I. Furama resort ..............................................................................................................................2
1. Information ..............................................................................................................................2
2. Services.....................................................................................................................................4
3. Special offers ......................................................................................................................... 12
II. Sale & Marketing Strategy Analysis .................................................................................. 18
1. Online Presence and Reputation Management ................................................................. 18
2. Targeted Marketing Campaigns ......................................................................................... 18
3. Special Offers and Packages ............................................................................................... 19
4. Event and Wedding Sales .................................................................................................... 19
5. Loyalty Programs ................................................................................................................. 19
6. Sustainability Initiatives ...................................................................................................... 19
III. The reason for expanding Furama Resort Danang's social media marketing and sales
strategy .............................................................................................................................................. 20
IV. PROMOTION ...................................................................................................................... 21
1. Sales & Marketing Plan ................................................................................................... 21
2. Marketing Campaign ....................................................................................................... 22
3. Strategy for developing the promotion ........................................................................... 22
V. New Promotion Analysis .......................................................................................................... 23
VI. Direct Sales & Online Marketing For New Promotion ..................................................... 24
CONCLUSION..................................................................................................................................... 28
REFERENCES ..................................................................................................................................... 29
TABLE OF FIGURES:
Figure 1: A part of Furama Resort.............................................................................................................2
Figure 2: Danaksara Restaurant ................................................................................................................3
Figure 3: Da Nang Ballroom .....................................................................................................................3
Figure 4: Indochine’s Buffet .....................................................................................................................4
Figure 5: The Fan’s dishes ........................................................................................................................4
Figure 6: Restaurant spaces.......................................................................................................................5
Figure 7: Restaurant spaces.......................................................................................................................5
Figure 8 : Danakara’s dishes .....................................................................................................................5
Figure 9: Lagoon’s drinks .........................................................................................................................6
Figure 10: Spa’s Lounge ...........................................................................................................................6
Figure 11: Golf facility..............................................................................................................................7
Figure 12: Diving activity .........................................................................................................................8
Figure 13: Promotion package ............................................................................................................... 14
Figure 14: Promotion package ............................................................................................................... 14
Figure 15: Promotion package ............................................................................................................... 15
Figure 16: Promotion package ............................................................................................................... 15
Figure 17: Promotion package ............................................................................................................... 16
Figure 18: Promotion package ............................................................................................................... 16
Figure 19: Promotion package ............................................................................................................... 16
Figure 20: Promotion package ............................................................................................................... 17
Figure 21: Promotion package ............................................................................................................... 17
Figure 22: Promotion package ............................................................................................................... 17

TABLE OF TABLES:
Table 1: The room rates are the average price for 1 night stay with breakfast included ...........................9
Table 2: Garden Superior on Agoda ....................................................................................................... 10
Table 3: Garden Superior on Furama Danang website .......................................................................... 10
Table 4: Ocean Suite on Agoda .............................................................................................................. 11
Table 5: Ocean Suite on Furama Danang website.................................................................................. 11
Table 6: 2 Bedroom Pool Villa on Agoda............................................................................................... 12
Table 7: 2 Bedroom Pool Villa on Furama Danang website .................................................................. 12
Table 8: Online Marketing plan ............................................................................................................. 27
OVERVIEW

In today's highly competitive market, a well-executed sales and marketing

strategy can make all the difference in the success of a product. The hospitality industry
is no exception, and Furama Resort Da Nang understands the importance of developing
an effective plan to market their new products. The resort is constantly striving to
innovate and offer unique experiences to their guests, and the introduction of new
products is an essential part of this effort. In this exposition, we will analyze the
development of a Sales & Marketing Strategy Plan for the new products of Furama
Resort Da Nang, outlining the steps involved in formulating the plan and discussing the
key elements to consider. With the implementation of a well-crafted sales and marketing
strategy, Furama Resort Da Nang can successfully introduce their new products to the
market and achieve their business goals.

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CONTENT
I. Furama resort
1. Information
- Furama Danang Resort was constructed between September 1995 and March
1997 with a total capital of up to $40 million USD. It is a business unit of
Bac My An Tourist Resort Joint Venture Company, formed by an on the
other side is Quang Nam Danang Danatours Tourism Company with 30% of
the capital, and the other side is Laisun Group with 70% of the capital, an
investment group of Singapore, and managed by international management
group FURAMA Hotels And Resorts International FHRI of Hong Kong.
- Since 2005, ownership
has shifted from a joint
venture between the
Laisun and Danatours
organizations to the
Sovico group of
Russia. However, the
current management
corporation is still
Furama Hotels and
Resorts International's
Hong Kong
management group.
Figure 1: A part of Furama Resort

- Facing Da Nang's white sand shoreline, Furama Resort Danang is the

gateway to three UNESCO World Heritage Sites: Hoi An (20 minutes), My
Son (90 minutes), and Hue (two hours). Furama is a resort with 196 luxury
accommodations and 70 villas with two to four apartments and private pools,
all tastefully decorated in traditional Vietnamese design and French colonial
architecture. The most prestigious resort in Vietnam, with the honor of
hosting numerous personalities, royalty, legislators, film stars, and
international business leaders.

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- The resort's dining options include a fusion of Vietnamese, Asian, Italian,
and European cuisine, as well as imported steaks. The resort provides a
variety of dining options, including a bar with a view of the ocean, a pool
encircled by a lagoon and a tropical garden, and a restaurant serving
traditional Italian and Asian cuisine. at Café Indochine or the beachfront
steakhouse "The Fan –
Cai Fan" The Furama
Danang Resort also
impresses and
pleasures guests with
its thrilling leisure
programs, including
excursions, water
sports, scuba diving,
and golf, in addition to
its spa services.
Wellness and
attractiveness.
Figure 2: Danaksara Restaurant

- In addition to the Conference Palace, there are ten additional function spaces
that can accommodate
between 50 and 300
people. Ariyana
Convention Centre
(ACC) was
constructed to host the
APEC 2017 event,
connecting with
Furama Conference
Palace (ICP) to form
Vietnam's largest
MICE complex with a
maximum capacity of
5,000 visitors. Figure 3: Da Nang Ballroom
- A variety of themed events on the shore or around the Lagoon, in the
banquet hall, or outside the resort, with special services such as VIP arrivals
from a helicopter landing on the resort's private landing pad maintenance. In
addition to the group activities and water sports, the international-standard
"Dive Centre", two 18-hole golf courses, and health and cosmetic care
services have made Furama Danang the ideal venue for MICE groups.

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2. Services
2.1. Restaurants & Bars

Furama Resort Danang is like a mini-culinary universe, serving gourmet cuisine

with elegance and sophistication. The cuisine at this restaurant is a fusion of the essence
of traditional Vietnamese cuisine and European cuisine.

Specifically, each dish is made with pure, fresh ingredients that are secure for
health and quality assurance.

2.1.1. Restaurant & Bar Cafe Indochine

- Guests can readily select delectable

flavors from numerous countries,
including Vietnam, Indonesia,
Malaysia, etc.
- Open hours: 6 am - 10 pm.

Figure 4: Indochine’s Buffet

2.1.2. The Restaurant Fan

The restaurant "The Fan" has a unique

design that combines Champa culture and
traditional Vietnamese architecture and is located
right next to My An seashore.

Figure 5: The Fan’s dishes

- The essence of Vietnamese cuisine has

created a bright point for "The Fan" in Da Nang's sea, which is not only
exceptional in terms of design space and menu diversity.
- The restaurant is open daily from 9:00 to 21:00 and serves in-room and villa
dining.

2.1.3. Don Cipriani's Restaurant

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 Don Cipriani's restaurant at Furama Resort Danang primarily provides Italian
dishes to foreign travelers.

- The restaurant's chefs have created

delectable and visually appealing
traditional Italian dishes by combining
local and imported ingredients from
Europe.
- Don Cipriani serves visitors between
the hours of 11:30 and 23:00.
Figure 6: Restaurant spaces

2.1.4. Hai Van Lounge Restaurant

Come to the restaurant Hai Van Lounge to be surrounded by sophisticated and

elegant décor and to experience delectable cuisine.

- You can also sip a cocktail while

listening to world-renowned
symphonies or experience a romantic
dinner with your significant other.
- Hours of operation: 8:30 a.m. to 2:00
a.m. the following day.
Figure 7: Restaurant spaces

2.1.5. Danaksara restaurant

Regional specialties comprise the majority

of the menu at Danaksara. The dishes, produced
by local chefs, are certain to generate distinctive
flavors and leave an indelible impression on
Furama Resort Danang guests.

- Danakssara restaurant's serving time:

06:30 - 23:00.
Figure 8 : Danakara’s dishes

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 2.1.6. The Lagoon Lounge

The Lagoon Bar is situated adjacent to

the resort's Lagoon Pool, and its opulent design
and soft hues create a romantic and alluring
atmosphere. Here, guests can experience
upscale beverages.

- The Lagoon Bar is open from 9:00

a.m. to 11:00 p.m. Figure 9: Lagoon’s drinks

2.1.7. Bar Ocean Terrace

Ocean Terrace Bar has an outdoor dining area where visitors can take in the view
of the ocean while sipping refreshing beverages.

- Ocean Terrace Bar serves a variety of beverages that are both novel and
original. Ocean Terrace Bar is distinguished by its unique combination of a
gorgeous décor style and wooden furnishings.
- The store is available from 18:30 until 23:00

2.2. Yoga and Gym

Daily yoga and Taichi classes

are offered at Furama Resort Danang;
don't neglect to register for this
exhilarating activity.

- The Gym Fitness Centre is

designed to ensure that
visitors' exercise and health
training is uninterrupted
throughout their entire
vacation. Figure 10: Spa’s Lounge
- Furama Danang routinely hosts competitions in football, tennis, badminton,
beach volleyball,... and a variety of other amusements.

2.3. Pool

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 The Furama Resort Danang has three outdoor pools that are suitable for all ages.
The store is open from 6am to 6pm

- The villa's pool measures 30m* (8-12m)*(1.0-1.4m).

- Ocean swimming pool dimensions: 25 meters by 10 meters by 1.5 to 1.8
meters.
- Lagoon Pool: 30m*(10-12m)*(1.1-1.5m)

2.4. Conference facility

Ariyana Conference Room (ACC) has hosted large-scale events, including the
APEC 2017 conference, and has partnered with the Furama Resort Danang International
Conference Palace (ICP) to become the largest Convention Centre in Vietnam, with the
capacity to host up to 5,000 visitors.

- Capacity: between 50 and 5000

- Utilities: 5-star standard

2.5. Golfing facility

The Furama Resort Danang is only a 7-minute journey from two expansive golf
courses, allowing visitors to
indulge their passion for the game.

The 18-hole Montgomerie

Links golf course at Furama Da
Nang is renowned for its gorgeous
location, with the majestic Marble
Mountains on one side and the
endless white sand shoreline of
Danang on the other.
Figure 11: Golf facility

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 2.6. Diving to observe coral

The coral reef diving complex at

Furama Resort Danang is extremely
alluring. Professionally trained PADI
instructors will guide and assist guests on
scuba diving and snorkeling excursions to
Cu Lao Cham and the stunning Son Tra
peninsula.

Figure 12: Diving activity

2.7. Aquatic Recreation

Various activities on the private shore of the Furama Resort Danang, such as
kayaking, water bicycling, and jet skiing.... All apparatus and activities are available for
rental at the resort.

2.8. Tour helicopter departs from a private landing strip

This is a unique activity that provides visitors with an ideal vantage point from
which to completely appreciate the majesty of Da Nang city, including the 67-meter-tall
statue of Quan Thai Bodhisattva at the pagoda. Linh Ung versus the Dragon Bridge.

2.9. Outdoor cooking class

Are you someone who enjoys cooking and culinary exploration? Join Furama
Resort Danang's culinary classes to learn traditional dishes, including spring rolls with
prawns and meat, sour fish broth, Da Nang beef salad with green banana, and advertising
noodles...

2.10. Activities for Children

Furama Resort Danang has designed a miniature amusement universe for children
only. The amusement park is open from 9:30 a.m. to 8:30 p.m. on the same day. Free of
charge, children will be able to explore the play area, which includes many activities
such as puzzles, ball houses, slides, and cooking courses for children...

8
 Guests must make a reservation with the front desk one day in advance, with
prices spanning from 250,000 VND per child per hour to 400,000 VND per two children
per hour.

2.11. Room rates

Due to April is a high season in Vietnam on all of the OTA channels all have big
discounts so the price on Furama website compare to OTA channels will have big
difference:

Types of rooms Furama website Agoda Booking.com

(rack rates) (for 25-26/4) (for 25-26/4)

Ocean Suite VND 17,940,000 VND 5,609,145 VND 20,962,529

Ocean Deluxe VND 9,430,000 VND 4,381,367 VND 6.165.449

Ocean Studio Suite VND 10,350,000 VND 4,568,544 VND 5,107,355

Garden Deluxe VND 8,280,000 VND 3,818,280 VND 5.636.982

Garden Superior VND 7,475,000 VND 3,278,310 VND 5.108.515

Lagoon Superior VND 8,740,000 VND 3,912,852 VND 5.636.982

2 Bedroom Pool Villa VND 20,700,000 VND 7,442,522 VND 13.975.019

3 Bedroom Pool Villa VND 25,300,000 VND 8,750,190 VND 16.441.199

4 Bedroom Pool Villa VND 46,000,000 VND 37.704.971 VND 47.679.477

Table 1: The room rates are the average price for 1 night stay with breakfast included

At this high season time a lot of deals for international tourists on OTA channels
are really affordable and various choices for tourists.

However, in all of the OTA channels, Agoda is currently having all the good deals
for customers with over 25 deals and the most recommended for tourists are:

9
 • Garden superior:
VND 3,278,310 VND 3,959,908
67% DISCOUNT Domestic deals: 60% DISCOUNT
đ 10,000,001 đ 10,000,0000
đ 3,608,666

Includes: Includes:
• Extra low price! (non- • Free cancellation before April 22, 2023
refundable) • Pay nothing until April 20, 2023
• Breakfast for 2 - đ • Parking, Welcome drink, Coffee & tea,
1,250,000 Express check-in, Free Premium Wifi, Free
• Parking, Express check- WiFi, Drinking water, Free fitness center
in, Free WiFi, Free access
fitness center access Optional benefits:
Cancelation: • Breakfast at đ 1,250,000
• Non-refundable
Payment:
• Pay now
Table 2: Garden Superior on Agoda

VND VND VND VND

3,767,240.92 4,211,582.16 6,455,504.99 4,600,000
Flexible rate Flexible rate Public rate

Includes: Includes: Includes: Includes:

• Room only • Bed and • Breakfast • Breakfast
• Free breakfast • Free • 60 mins oil
cancellation • Free cancellation massage per
• Book now, cancellation • Book now, night
pay later • Book now, pay later • Free
pay later cancellation
• Book now,
pay later
Table 3: Garden Superior on Furama Danang website

10
 • Ocean Suite:
VND 5,609,145
72% DISCOUNT
đ 19,803,668
đ 6,174,381

Includes:
• Extra low price! (non-refundable)
• Breakfast for 2 - đ 1,250,000
• Parking, Express check-in, Free WiFi, Free fitness center access
Cancelation:
• Non-refundable
Payment:
• Pay now
Table 4: Ocean Suite on Agoda

VND 13,793,897.51 VND 23,983,605.23

Flexible rate Public rate

Includes: Includes:
• Bed and breakfast • Breakfast
• Free cancellation • Free cancellation
• Book now, pay later • Book now, pay later
Table 5: Ocean Suite on Furama Danang website

• 2 Bedroom Pool Villa:

VND 6,742,049 VND 7,442,522
76% DISCOUNT 73% DISCOUNT
đ 27,901,211 đ 27,901,211
đ 8,605,727 đ 9,499,829

Includes: Includes:
• Extra low price! (non-refundable) • Extra low price! (non-refundable)
• Parking, Express check-in, Free • Breakfast for 4 - đ 2,500,000
WiFi, Free fitness center access • Parking, Express check-in, Free
Optional benefits: WiFi, Free fitness center access
• Breakfast at đ 2,500,000 Cancelation:
Cancelation: • Non-refundable

11
 •Non-refundable Payment:
Payment: • Pay to hotel
• Pay to hotel
Table 6: 2 Bedroom Pool Villa on Agoda

VND VND VND VND

11,494,914.59 19,146,575.61 8,191,334.1 9,041,378.2
Flexible rate Public rate Non refund Non refund

Includes: Includes: Includes: Includes:

• Bed and • Breakfast • Room only • Breakfast
breakfast • Free • Non- • Non-
• Free cancellation refundable refundable
cancellation • Book now, • Pay today • Pay today
• Book now, pay later
pay later
Table 7: 2 Bedroom Pool Villa on Furama Danang website

=> These rates are all not including tax yet, but we can clearly see the diverse
range of prices and services included in all these deals

3. Special offers
3.1. Seafood & Steak Buffet
- Discount 15% for early booking 48 hours in advance.
- Serving half a Nha Trang Lobster per guest.
- Only VND 888,000++/ adult | VND 588,000++/ child (4-12 years old)
- Only VND 1,068,000++/ adult (Enjoy 2 hours of free-flow beer)
- Only VND 1,268,000++/ adult (Enjoy 2 hours of free-flow house wine)
- Champa dance performances | 19:00 – 19:30 Every Night.
- From 18:30 – 22:00 every day

3.2. 3 Days 2 Nights Wellbeing Journey

- 3 Days 2 Nights luxury accommodation | Only from VND 12,260,000/
room/ 2 nights
- Roundtrip airport transfer
- Daily International Breakfast Buffet
- Two times of Body massage or Foot massage (60 minutes/ time/guest)
- One Private Yoga class.

12
- Departure gift per bedroom.
- Booking period: until 31/5/2023
- Stay period: until 31/12/2023

13
 3.3. COUPLE'S RETREAT - 3 Days 2 Nights Paradise

- Daily afternoon tea.

- Aromatherapy: 60 minutes/
guest
- Furama Signature Facial
Treatment: 60 minutes/
guest
- Private Yoga class.
- Round-trip airport
transfers.
- Daily International buffet
breakfast.
- Arrival & Departure Gift
per bedroom.
- Booking period: until
31/5/2023
- Stay period: until 31/12/2023 Figure 13: Promotion package

3.4. Explore Vietnam Iconic Tourist Attractions

Furama Resort Danang is

excited to welcome you to Danang
with a special offer starting at just
VND 3,600,000++ per room per
night.

- Daily International
Breakfast Buffet.
- 20% discount on spa
services.
- Complimentary
Afternoon Tea |
Minimum booking of 3
nights stay.
- Complimentary Body
Massage | Minimum
booking of 4 nights stay
(*)
Figure 14: Promotion package

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 3.5. 3 Day 2 nights Honeymoon Package

A romantically designed honeymoon package is available at the luxurious Furama

Resort Danang. Starts at US$699++ per couple for 2 nights

- Flower bed decoration at Garden

Deluxe Room
- Welcome fruit platter & Chocolates
- Roundtrip transfer between from
Danang Airport and Furama Resort
- Complimentary International buffet
breakfasts
- Complimentary Honeymoon
cocktails (02) at the Hai Van
Lounge
- Complimentary romantic spa
experience
- Complimentary Private ocean view
BBQ dinner for two Figure 15: Promotion package

3.6. Daily Afternoon Tea & Dessert Buffet

In the poetic autumn space of Hai

Van Lounge, the afternoon tea buffet at
Furama Resort features nearly 30 types of
delectable pastries, including macarons,
fruit tarts, doughnuts, scones, tapas and
sandwiches, mousse, tiramisu, Vietnamese
sweet soup, and a collection of 20 Teas,
including Green tea, Voi tea, Lingzhi tea,
and more. All promise a compensation
befitting of a stressful workweek.
Figure 16: Promotion package

- Price: VND 450,00 net/ guest

- Price: VND 275,000 net/ child (4-12 years old)
- Tag us & Share experience on your Social Media channel and get 30%
discount

15
 3.7. Couple's Retreat - "A moment of deep
sleep"

The Couple’s Retreat package is only 3,000,000

net/ couple/ 60 Minutes, including:

- Private Spa Suite Room

- Pre-Treatment Consultation
- Meditation and Breathing
- Traditional herbal oils
- Calming therapy
- Oil massage treatments.
Figure 17: Promotion package

3.8. Joyful Season - Volcanic Basalt Stone

- Additional bonuses apply to spice up your

experience
- 15% discount on additional Spa Treatments
- 15% discount on all Food and Beverages
- 10% discount on all Recreation Activities
- Free access to the fitness center, swimming
pools, and beach.

Figure 18: Promotion package

3.9. Spa Happy Hour 09:00 – 13:00 | Special Offer only from 600.000 VND net

- Spa Happy Hour from 9:00 – 13:00 every

day
- Aromatic Body Touch only VND 600.000
net
- Body Scrub & Wrap only VND 1.000.000
net
- Furama Signature Facial only VND
1.000.000 net

Figure 19: Promotion package

16
3.10. Pool & Beach Playcation only VND 300,000 net/ guest
- Enjoy the Lagoon swimming pool hidden in the lush tropical garden.
- Take pictures at the Ocean infinity
pool with a view of the sea.
- Enjoy sunbathing on the sand and
swimming in Da Nang – One of the
six most beautiful beaches on the
planet.
- Free use of the game room with
Billiards and Play Station.
- Towels, bodyboards and changing
rooms are included.
- Only VND 300,000/ adult
- Only VND 200,000/ child (6-12
years old)
Figure 20: Promotion package

3.11. Private BBQ party at Villa

- Only from 2.299.000 VND ++/guest
- Maximum 12 persons for a package
- “Moon” Package includes Food, and
1-hour free flow of beers and soft
drinks
Figure 21: Promotion package

3.12. Luxury "Pearl" Wedding Package

- Contemporary fresh flower
decoration for wedding arch and
aisle, decorative welcome table area
with table, guest book and welcome
signboard, and Bridal hand bouquet
and Groom boutonniere
- Complimentary Champagne tower
and 1 sparkling wine bottle for
toasting and three-tier wedding cake
with one real tier
Figure 22: Promotion package

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 II. Sale & Marketing Strategy Analysis

Furama Resort Danang is a five-star beachside resort in central Vietnam. The

resort has received several honors for its service, amenities, and environmental efforts.
Furama Resort Danang has employed numerous sales and marketing initiatives to
preserve its competitive edge and attract more tourists, including the following:

1. Online Presence and Reputation Management

Furama Resort Danang has a solid internet presence, including a well-designed

website and active social media pages. The resort's website includes detailed information
on the facility, such as room types, pricing, and facilities. Additionally, the website
provides online booking alternatives, making it simple for potential clients to make
reservations.

The resort also has active social media pages on platforms including Facebook,
Instagram, and Twitter. These accounts are constantly updated with entertaining
information, such as images and videos of the hotel, promos, and events. The resort also
reacts quickly to consumer inquiries and criticism on social media, which helps to
develop trust and strengthen the resort's online image.

According to TripAdvisor research, 93% of tourists say internet reviews affect

their booking decisions, making online reputation management crucial for the hotel
business. With an overall rating of 4.5 out of 5, Furama Resort Danang has continuously
maintained strong ratings on travel review sites such as TripAdvisor. This strong internet
image has assisted the resort in attracting new guests as well as retaining existing ones.

2. Targeted Marketing Campaigns

Furama Resort Danang has also invested in targeted marketing campaigns to

reach its desired audience. The resort targets both domestic and international customers,
with campaigns tailored to the preferences and behaviors of each group.

For domestic customers, the resort has partnered with local travel agencies and
airlines to promote its services. The resort also offers promotions and discounts targeted
at Vietnamese customers during peak travel seasons, such as Tet (Vietnamese New
Year).

For international customers, the resort has targeted marketing campaigns in

countries like Singapore, South Korea, and China, which are key source markets for the

18
resort. These campaigns include digital advertising, social media promotions, and
partnerships with tour operators and travel agencies.

According to a study by McKinsey, targeted marketing campaigns can increase

customer engagement by up to 30%. Furama Resort Danang's targeted marketing
campaigns have helped the resort reach its desired audience and increase customer
engagement, as evidenced by its high occupancy rates.

3. Special Offers and Packages

Furama Resort Danang offers special promotions and packages, such as early bird
discounts, stay and dine packages, and spa packages, to attract guests and increase
revenue. For example, the resort offers a "Stay 3 Pay 2" promotion, where guests who
book for three nights only pay for two, which encourages longer stays and boosts
revenue.

4. Event and Wedding Sales

Furama Resort Danang has a dedicated team that focuses on event and wedding
sales, which are lucrative revenue streams for the resort. The team provides customized
event and wedding packages, such as beachfront ceremonies, garden receptions, and gala
dinners, and works closely with clients to ensure their events are successful.

5. Loyalty Programs

Furama Resort Danang has a loyalty program called "Furama Elite Club," which
offers exclusive benefits and privileges to its members, such as room upgrades, late
check-outs, and discounts on food and beverages. The loyalty program incentivizes
guests to return to the resort and also provides valuable data that the resort can use to
personalize its marketing efforts.

6. Sustainability Initiatives

Furama Resort Danang has implemented several sustainability initiatives, such as

energy-saving practices, waste reduction, and community outreach programs. These
initiatives not only benefit the environment and local community but also attract
environmentally-conscious guests who are willing to pay more for sustainable tourism
experiences.

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 The key take away is that Furama Resort Danang has implemented various sales
and marketing strategies to attract guests and increase revenue. These strategies include
digital marketing, special offers and packages, event and wedding sales, loyalty
programs, and sustainability initiatives. By focusing on these strategies, Furama Resort
Danang has established itself as a leading luxury resort in Vietnam and has won
numerous industry awards.

III. The reason for expanding Furama Resort Danang's social media marketing
and sales strategy

Based on Furama Resort Danang's present sales and marketing methods and the
changing environment of the hotel sector, the resort would benefit from expanding its
sales and social media marketing activities.

First and foremost, the COVID-19 epidemic has drastically impacted the tourism
business, with many customers preferring domestic travel and seeking more quiet and
nature-based areas. Furama Resort Danang is located on a prime beachfront and may
appeal to domestic guests looking for a comfortable and secure vacation experience.
Extending tailored marketing activities to this population may assist the resort in
increasing occupancy rates.

Second, social media has evolved into an important source of travel information
and inspiration. Customers frequently use social media to explore places, read reviews,
and make travel arrangements. The resort's social media marketing activities might be
expanded to attract a larger audience and boost consumer interaction. For example, to
promote its amenities and services, the resort may consider investing in influencer
relationships, user-generated content initiatives, and video content.

Ultimately, with new companies entering the market and incumbent businesses
continually improving their sales and marketing tactics, competition in the hotel sector
is heating up. To keep ahead of the competition and preserve its position as a premium
beachside resort in central Vietnam, Furama Resort Danang may profit from increasing
its sales and marketing efforts.

Overall, expanding sales and social media marketing efforts could help Furama
Resort Danang to reach a wider audience, increase customer engagement, and stay ahead
of the competition in the rapidly changing hospitality industry. However, any expansion
efforts should be carefully planned and executed to ensure they align with the resort's
brand and business goals.

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 IV. PROMOTION

We are creating a promotion regarding a package deal of services that come with
room booking. Customers will receive discounts on packages 1, 2 or 3 of the services
that come with the room. For package 1, customers will get a 5% discount on that service.
Package 2 will receive a 15% discount on the total value of two services that customers
choose. And package 3, customers will get a 20% discount on the total value of three
services that customers choose.

1. Sales & Marketing Plan

a. Goal: Increase sales revenue, room bookings, and attract potential customers to
Furama Resort Danang.

b. Target potential customers: People who are looking for resort services at Furama
Resort Danang.

c. Marketing strategy:
- Promote promotion program information through online and offline media
channels: website, OTA, fanpage, email marketing, SMS marketing,
advertising banners on relevant tourism websites, travel magazines, etc.
- Build introduction videos about Furama Resort Danang and the promotion
program to share on social media channels such as Facebook, Instagram,
Tiktok, Youtube, etc.
- Enhance promotion information at events, tourism fairs, exhibitions, etc.
- Create unique posts and images about Furama Resort Danang and promotion
programs for customers to share on travel websites, travel blogs, forums, etc.

d. Sales strategy:
- Create a special landing page website to introduce the promotion program
and Furama Resort Danang's services.
- Create attractive service packages to attract customers.
- Increase consultation and support for customers through communication
channels: hotline, chatbot, email, etc.
- Offer promotional gifts such as dining vouchers, massages, or other free
services when customers book service packages at Furama Resort.
- Create discounted price policies for OTAs and develop cooperation with
agents to expand the consumption market.
- Create special promotion programs for loyal customers who register directly
at Furama Resort Danang, including advantages such as room rate discounts,
gifts or other free services.

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2. Marketing Campaign
a. Build content and visuals for marketing campaigns on social media channels such as
Facebook, Instagram, Tiktok, Youtube, etc. The content includes:
- Introduction videos about Furama Resort Danang and the promotion.
- Beautiful images of the resort, convenient services, food, entertainment, etc.
- Posts about customer experiences at Furama Resort Danang.
- Posts about special events, activities, and promotions at Furama Resort
Danang.

b. Create advertising banners on relevant tourism websites or websites with high traffic
to increase information promotion about the hotel.

c. Build email marketing and SMS marketing to send to potential customers, or

customers who have visited Furama Resort Danang, to introduce information about the
promotion and attractive services of the resort.

d. Increase promotion information at events, tourism fairs, and exhibitions by:

- Creating posters, banners, brochures, and other advertising materials to
introduce Furama Resort Danang and the promotion.
- Organizing games, gifts, or interactive activities to attract customers' interest
in Furama Resort Danang and the promotion.

e. Create customer interest

- Establish a relationship with customers by providing them with great
experiences while in the hotel. Listen to customer feedback and try to
improve services to satisfy them.

3. Strategy for developing the promotion

a. Enhance promotion communication to international customers by using international
media channels such as websites, magazines, and international travel exhibitions.

b. Develop agency and partner programs to expand the consumption market and enhance
access to customers.

c. Strengthen direct advertising activities in popular tourist destinations and other resorts
to attract potential customers' interest in Furama Resort Danang.

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d. Enhance customer relations, ensure service quality, and create the best experience for
customers to return to Furama Resort Danang and the promotion program next time.
V. New Promotion Analysis
- The competitive rivals of Furama Resort Danang in this Promotion product
can be resorts, nearby hotels in Danang such as InterContinental Danang Sun
Peninsula Resort, Pullman Danang Beach Resort, or other locations in
Vietnam that have announced similar promotion.
- The promotion product of Furama Resort Danang has a difference in that it
applies to packages of services that come with room bookings, providing
many options and discounts for customers.
- The target customer group of Furama Resort is people with high to medium
income, who love luxury and resort vacations in classy destinations with
high-quality, diverse services. Customers of Furama Resort can be of all
ages from children to the elderly, but the majority are adults from 25 to 55
years old, with no gender limit.
- The new promotion solves the pricing problem for customers when booking
packages of services with rooms with attractive discounts. For customers
who regularly use services at Furama Resort, the promotion also brings
benefits as it helps them save costs when using multiple services at the same
time.

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 VI. Direct Sales & Online Marketing For New Promotion

Online Marketing

Category Nationali Key initiatives Budget Timeline

ty
• Holiday
Aggressi Vietnam - Advertising on - FB, Insta promotion:
ve FB, Insta,Tiktok,..: ads New Year’s
growth Post information Day,
push about resort - Resort Christmas,...
packages at fixed packages barter • Promotions
time for KOL according to
sponsorship the seasons
- Work with of the year
KOL or influencers • Promotion
to promote packages when the
information resort has
- Work with special days:
Ivivu, Agoda, festival,
Booking.com,…to founding
boost searches for anniversary,
resort and packages. Customer
appreciation
- Build and day,...
share on travel
websites, travel
blogs,...

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 Retain existing - Email Monthly email
customers by: marketing marketing

- Send emails
about packages
information,
promotion, and
special services of
the resort by month
to customers.

- Discount,
vouchers, free
service for returning
or regular customers

- Can upgrade room

class or arrange
special room for
returning guests

• Advertise • Booking. • Summer/Wi

Maintain AU/NZ rooms on vn nter promo:
websites that advertisi June 1 -
UK/US/E sell rooms ng December
U like 30
countries Booking.com
during peak
seasons such
as (summer -
winter)
• Send
Tripadvisor
to longtime
customers
about
promotional
packages, gift

25
 packages via
their email
• Expand the
promotion
program
through
world travel
magazines:
National
geographic
traveler,
Luxury
holiday &
Corporate tra
vel
• Cooperate
with major
countries in
the world
such as
France,
Switzerland,
England ... to
expand the
hotel market
• Promote and • Google • June 1 -
Explore Asia promote & Insta December
outbound communicati advertisi 30
on on ng
agoda.com
and traveloka
.com
websites
• Offer combo
packages and
introduce
services of
Furuma
resort

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• Invite foreign
vloggers and
bloggers to
review and
experience
the quality of
the resort
• Advertise on:
Twitter,
Insta, Google
…
• Send
Tripadvisor
to longtime
customers
about
promotional
packages, gift
packages via
their email
Table 8: Online Marketing plan

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CONCLUSION

An effective sales and marketing strategy is an important factor and a goal that
every business pursues. In the business environment, with the increasingly fierce
competition in the market, the problem of researching, and formulating effective sales
and marketing strategies becomes even more necessary to help businesses develop more.
In any business field, the role of sales and marketing is very important. When a business
has an effective sales and marketing system, it will enhance its brand in the market, and
at the same time meet the needs of customers. Moreover, effective sales and marketing
strategies will contribute to increasing sales, profits and position of the business in the
market. That is also the biggest goal that any business wishes to achieve.

Our team, with the topic " SALES & MARKETING STRATEGY PLAN FOR
NEW PRODUCTS OF FURAMA RESORT DA NANG ", evaluated and analyzed the
marketing plan and strategy for the new product of the FURAMA resort and some other
marketing strategies. In order for the resources to be presented through the collection of
the group members' information. Based on this, we can realize that, to create a marketing
plan and strategy is a process from the steps of identifying target customers, creating
marketing ideas, timelines for marketing strategies, etc. ..So, when a business has an
effective marketing plan and strategy, it will help businesses create opportunities to bring
products and services to customers. Overall, a good marketing plan and strategy will
bring high profits to the business; Build and maintain the brand in the market.

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REFERENCES

1. Furama Resort Danang (n.d.). Elite Club.

2. Green Hotelier (2016). Furama Resort Danang awarded ASEAN Green Hotel
Award.
3. Vietnam Investment Review (2019). Furama Resort Danang: A testament to
sustainability.
4. McKinsey. (June 30, 2017). Using data to get personal with consumers: An
interview with Julien Boudet. https://www.mckinsey.com/capabilities/growth-
marketing-and-sales/our-insights/using-data-to-get-personal-with-consumers-
an-interview-with-julien-boudet
5. Furama Resort Danang. (n.d.). The Resort. https://www.furamavietnam.com/
6. TripAdvisor. (2023). 2023 Review Transparency Report: A deep dive into
Tripadvisor’s commitment to trust and safety.
https://www.tripadvisor.com/TripAdvisorInsights/n2897/online-reputation-
management-in-the-hotel-industry
7. Furama Resort Danang (n.d.). The Resort. https://furamavietnam.com/the-resort/
8. Booking.com. (n.d). Room Rate of Furama Resort Da Nang.
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BiNDLYAgTgAgE&sid=d60a1807df9257a39b6d5bf152c96ab6&dist=0&group
_adults=2&group_children=0&keep_landing=1&no_rooms=1&sb_price_type=t
otal&type=total&
9. Agoda. (n.d). Room Rate of Furama Resort Da Nang.
https://www.agoda.com/furama-resort-danang/hotel/da-nang-
vn.html?cid=1844104
10. Tico Travel. (n.d). About Furama Resort Da Nang.
https://ticotravel.com.vn/resort/furama-resort-da-nang/

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