Every single unique property built must be in accordance with the intended market. On that account, Avilla Hospitality with a vision to become a local champion in Bali has determined the target market. “I learned about differentiation from Hermawan Kartajaya,” said Director of Operations of the Avilla Hospitality, Henry Setiono serving as a key panelist at the Local Champion Panel at Aston Denpasar Hotel on Thursday (May 23). The event of The Indonesia Marketers Festival 2013 entitled ‘On Becoming Local Champion’ presented the moderator Hermawan Kartajaya along with marketing gurus exploring the evaluation and marketing strategy to become the Local Champion Company.
Henry Setiono explained that Avilla set foot in Bali in 2005. So far, there are nine brands managed by the Avilla Hospitality. Collaboration is the key word. “One of our business units is the Bale Udang Mang Engking, a restaurant in collaborate with one of the leading restaurants in Jogjakarta opening a branch in Bali. From the idea, it then came out the Bale Udang Mang Engking that has been enriched with local flavor of Bali,” said the bespectacled man.
The other cooperation, he added, is with one of the international surf brands and Bliss Wayan Hotel so as to create a thematic hotel for surfers-wanna-be. “There are many more examples of our properties making collaboration with another brand differentiation to further strengthen our property,” he said. In addition, with a limited budget, the strategy of low budget high impact of Hermawan is totally applied at the Avilla. Focus on digital marketing strategy is made by building social media platform. “Repeater guests are the most effective marketing for the Avilla this time,” he added. The Avilla Hospitality continued to develop itself to seek strategic partners. (BTN/015)