Elaboration d'une stratégie de communication marketing pour un produit d'investissement: la chambre d'hôtel.

Abstract

Nowadays, Belgians still tend to suffer from the financial crisis that occurred in 2008. They lost the confidence acquired in their banks and in the financial sector in a whole. As a result, they reassure themselves by investing in different forms of real estate. The purpose of this report is to better understand how to communicate with potential investors in hotel rooms. The case is applied to the company Groupe LAMY, located in Trooz (Liège). This company decided in 2015 to set up in northern Luxembourg to build a holiday resort on the shores of the Weiswampach Lakes with an hotel. In April 2020, the rooms in the hotel facility will be available for sale. In order to elaborate the communication strategy, a review of the literature and well as a marketing audit are established. An exploratory study as well as two qualitative studies are conducted with investors in the company's first hotel project and bankers considered as experts in the financial sector. The results show that mass media should be selected in order to enhance the cognitive answer of the potential clients about this new form of investment and that the competitive advantage acquired by the company should be put ahead to improve their affective answer. Also, bankers and notaries should be indirectly targeted in the communication as they influence the purchasing decision of their clients. The targeted segment is Belgians aged between 45 and 75, living in the provinces of Liège, Namur and Luxembourg. For this segment, the three axes of the communication are the following ones: the solutions the hotel room can offer, the confidence accorded by the client to the company and the feasibility of the project in the north of Luxemburg. With a differentiation strategy, the tax optimisations established by Groupe LAMY must be emphasized so the leads better understand how they can get the high return on investment estimated. This is the competitive advantage acquired by the company that should be put ahead.