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2.0 The Target Market

2.1 The Ideal Customer

This ideal customer has the ability to spend money for the luxuries of life that any city

has to present. This customer has to experience convenience, satisfaction, relaxation, and

surprising level of luxury and service. It is righteous to give this person a good break after

maybe some tiresome jobs at work. We want to make sure that this customer is very well

contented with our services and makes him come back on his another break.

When in a business trip, this customer has to be treated very welcomed and respectedand greeted by name by the second day of his stay. This customer needs a good security, good

room service, and to enjoy the finest butler service. A butler service that can ensure the

customer will have a great stay. For a prosperous clientele, we would be glad to be of service.

He would not regret it that he chose Pan Pacific Hotel as the exact place to unwind.

First step at the hotel, this customer would feel very welcome already. Being assisted all

throughout and not feeling of being out of place. This customer would feel like at home, like

royalty. Our finest butler service alone can give a warm feeling to our clientele. We do believe

that they appreciate our ability to anticipate their needs and wants enthusiastically. We would

give them a service like no other had expected.

2.2 Market Description

y Ages 30-60

y Business trips

y Able to spend for the luxuries of life and enjoy

y Professional career, income over PHP 100,000-PHP 1 million

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2.3 Market Segment

3.0 Positioning the Market

3.1 Remarkable Difference

Pan Pacific Hotel is one of the most well-known luxury hotels in Manila, having rooms

that are spacious and technologically advanced. Every bedroom incorporates unique features

that create an environment that is efficiently luxurious but casually elegant. The unique and

finest butler service that they offer makes your comfort in a whole new level of care and

attentive service.

3.2 Differentiators

Pan Pacific Hotel, although is being surrounded by many different hotels is still

outstanding just by being the way it is. But we make sure that we would not drop the standards

and maintain the top image of our hotel by focusing on our strongest features, namely:

y One of the most outstanding features they offer is the separate bathtub, shower

cubicle, television and a sliding wall that opens the bathroom into the bedroom.

y The unique and finest butler service. It is 24 hours available.

y Fresh fruit, personal welcome note from the customer service manager to make the

customer feel very welcomed.

y Chocolates on the bedside table everyday.

3.3 Core Strategy

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The core strategy of Pan Pacific Hotel is to give our clientele the finest service we can

give during his moment in time of taking a break. As much as possible, we would do our best to

satisfy our clientele with to the extent of our service. We already assume ourselves that these

people are having all the time in the world for relaxation. We feel the utmost obligation to be of

assistance to them most of the time. These people are also needing and wanting to see some

excellent and hearth-warming hospitality from us and we do not want to let them down. Theywould experience a luxury of a lifetime here at Pan Pacific Hotel.

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3.4 Core Branding Elements

Situated in the center of the vibrant Adriatico Entertainment District, in the heart of the

"Spanish Quarter" of Manila Bay and the main financial district a mere 3 kilometers (1.9 miles)

away makes the Pan Pacific Manila an ideal location for both business and leisure travelers.

Spacious and technologically advanced, every bedroom at The Pan Pacific Manila incorporates

many unique features that have created an environment that is efficient yet casually elegant

and distinctive features to be discovered in a room that exceeds expectations.

To compliment the rooms, a level of caring and attentive service that sets new

standards is provided by your team of butlers, of course. Complimentary laundry service,

complimentary suit pressing service on arrival, and butler service to all rooms. Our superb team

of butlers has been trained to focus their skills on anticipating the needs of guests in residence.

They are available anytime, day or night, to provide an unparalleled level of impeccable service.

Our health and fitness spa is one of Manila's largest and most comprehensive facilities,

and provides the ultimate relaxation experience. Be pampered with an extensive range of

beauty treatments in the spa, ranging from aromatherapy to a stress releasing massage or relax

beside our tropically landscaped free form pool or in the outdoor Jacuzzi.

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3.5 Product Information

Rooms and Suites

Pamper yourself and unwind with our deluxe bath amenities. And whenever theres business to

get done, connect with broadband Internet access. Expect an exclusive experience with the

legendary Butler Service at our five star hotel in Manila on hand to attend to all your need.

Rooms

Superior Room

Sink into a city view room with king-size bed in an expansive 34-square-meter average

sized Superior King Room or in a city view room with two twin beds in a spacious 39 square-

meter Superior Twin Room, with king size goose down feather pillows (other types available).

Then, wake up to your daily supply of local newspaper, 2 bottles of mineral water and

turndown service. Shoeshine, and wake up call service, with your choice of coffee or tea are

available upon request. Also readily available for you, free of charge, are amenities like power

converters, iron and ironing board.

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Deluxe Room

Your choice of King bed at 44 square-meters, or Twin beds at 41 square-meters. All guestsreceive daily local newspaper, 2 bottles of mineral water and turndown service. Shoeshine, and

wake up call service, with your choice of coffee or tea are available upon request. Also readily

available for you, free of charge, are amenities like power converters

Added room features:

y Several rooms have wall sliding doors that open the bathroom into the bedroom

y Facsimile

y Iron and ironing board

y L

uggage rack

Executive Room

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All our Executive Rooms are located on high floors, affording you with expansive views of the

city. Your choice of King bed at 49 square-meters or a Twin Room with twin beds at 42 square-

meters. All guests receive daily local newspaper, 2 bottles of mineral water and turndown

service. Shoeshine, and wake up call service, with your choice of coffee or tea are available

upon request. Also readily available for you, free of charge, are amenities like power

converters.


y Wall sliding doors that open the bathroom into the bedroom

y Facsimile


y Luggage rack

Suites

Executive King Suite

The Executive King Suite offers the privacy and comfort of a fully-serviced living

accommodation in a 127 square-meter room overlooking the City and Manila Bay. It has a

bedroom with a king-size bed, a living room, a dining area that can seat eight (8) people, and a

kitchen equipped with a gas range and refrigerator. The room can connect to a Pacific King

Room to make it a 2-bedroom suite, or to a Superior Twin Room to make it a 3-bedroom suite.

All rooms are equipped with coffee and tea making facilities. Three (3) telephone units,including a 2-line phone at the work desk and a separate luggage store room, all make up the

home-like comforts we are prepared to give you.


y Mini kitchen with appliances (stove with oven, refrigerator, complete set of chinaware,

silverware and glasses)

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y Dining table that can seat eight (8) people

y Special fixtures, bedding and linen

y Spacious living and dining room

y Separate powder room

y Special lighting fixtures with dimmer

y Steam bath

Deluxe King Suite

The Deluxe Suite offers the privacy and comfort of a fully-serviced living accommodation. It

has a bedroom with a king-size bed, a living room and a dining area at an expansive 86 square-

meter area overlooking the city and Manila bay. All rooms are equipped with coffee and tea

making facilities. The television is enclosed in a built-in armoire. 4 telephone units, including a

wireless telephone and a 2-line phone at the work desk, a connecting door to a separate Pacific

King Room and a separate luggage room all make up your stay.


y Separate living and dining room

y Living area has sofa set and its own TV


y Luggage storeroom

y Additional wireless telephone unit

y Steam bath

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Presidential Suite

At 178 square meters, the Presidential Suite has a Masters Bedroom, a guestroom, a livingroom, a dining area that can seat eight (8) people, and a kitchen equipped with gas range and

refrigerator.

The stylishly elegant Masters Bedroom has floor-to-ceiling glass windows that offer a

breathtaking view of the city, a mini walk-in closet, a vanity area, and a spacious bathroom that

offers his and her bathroom fixtures, steam bath and a bathtub that operates as a Jacuzzi.

The guestroom is also fully-equipped with a television, mini component system and facsimile. It

has its own bathroom with a separate bathtub and shower cubicle.


y One master bedroom and one guest room (both with king-size beds and separate toilets

and baths)

y His and her bathroom fixtures for the masters bathroom (two basins and two toilets)

y Jacuzzi in the masters bathroom with view of the city and the bay

y Walk-in closet in the master bedroom

y Spacious kitchen with appliances (microwave, stove with oven, refrigerator, complete

set of chinaware, silverware and glasses)

y Bigger sofa set

y Television in the master bedroom and living and dining roomsy Can connect to an Executive King Room

y Spacious living and dining rooms

y Dining table that seats eight (8) persons

y Special fixtures, bedding and linen

y Special lighting fixtures with dimmer

y Separate powder room

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Pacific club

Pacific King Room

Sink into a king-size bed amidst king size goose down feather pillows (other types available) in

the most spacious 52 square-meter room in the hotel. This thoroughly considered room can be

connected to a Deluxe King Suite and / or Superior Room with two double beds. Then, wake up

to your daily supply of newspaper, 2 bottles of mineral water and turndown service. Shoeshine,

and wake up call service, with your choice of coffee or tea are available upon request. Also

readily available for you, free of charge, are amenities like power converters.


y Corner room

y Very spacious bathroom

y Bathtub with view of the city and the bay

y Can connect to a Deluxe King Suite and / or Superior Twin Room

y Facsimile

y Iron and Ironing board

y Luggage rack

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Pacific King Suite

At 61 square-meters, the Pacific King Suite has a bedroom with a king-size bed and separate

living room. The bathroom has a wall sliding door to access the bedroom. All guests receivedaily local newspaper, 2 bottles of mineral water and turndown service. Shoeshine and wake-

up call service, free of charge, are amenities like power converters.


y Separate office with sofa and its own TV



y Luggage rack

Restaurants and Bars

Manilas premier culinary destination, heres where you will experience four levels of sheer

gastronomic pleasure and adventure.

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Pacific Lounge

Encompassing the top floor of the hotel, the Pacific Lounge is the ultimate luxury lounge

with a spectacular view of the city spread below or the stunning sunsets over Manila Bay,

afforded by floor-to-ceiling glass walls that lovingly wrap the lounge. International and national

à la carte selection is served during lunch, for snacks and dinner.

Facilities, spread over 12,000 square feet, include meeting areas (complimentary use to

registered guests), a separate lounge, dining area and bar and a rooftop garden with gazebo.

The mood is business and professional by day, relaxed and sultry at night, it is the perfect venue

to end a day.

Complimentary Wi-Fi internet access at the Pacific Lounge is now available.

Location:

Encompasses the whole 21st floor

Cuisine Type:

International

Signature Dishes:G and G Salad Mango Tart

Dress Code:

Smart, Casual

Operating Hours:

Daily - 6:00 am to 11:00 pm

Breakfast - 6:00 am to 10:30 am

Pre-dinner cocktails - 5:30 pm to 7:30 pm

Serves a la carte lunch, snacks and dinner

Telephone:

(63-2) 318 0788

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A counter set amidst a tropically landscaped pool area, with food and drinks available upon

request

Location:

6th Floor, Pool Area

Cuisine Type:

Drinks and snacksSignature Dishes:

Cocktails

Dress Code:

Smart, Casual

Operating Hours:

Daily - 6:00 am to 10:00 pm

Telephone:

(632) 318 0788

Adriatico Square

The splendor of Adriatico Square, with its grand marble staircase, shimmering glass elevatorsand ample underground parking, is a gourmet's paradise, with several acclaimed restaurants

and bars securely under one roof, that gives you a wide choice from which to choose for

breakfast, lunch and dinner.

Four floors of restaurants, snack bars, entertainment centers and shops that blend together to

create Manila's premier culinary destination.

Restaurants, Entertainment and Shops at the Adriatico Square:

Ground Floor

Le Japon

Café and Snack Bar

Daily: 8:00am 12:00mn

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Gyumon

Yakiniku

Daily: 5:30pm 12:00mn

Kissweet

Ice CreamTreats

Fruit Pops

Fresh Fruit Shake and Snack Bar

Daily: 9:00am 3:00am

Gloria Jeans Coffees

Coffee Shop

Sunday to Thursday: 7:30am 1:00am

Friday and Saturday: 7:30am 1:30am

Miyabi Express

Sushi Bar


Cappuccino

Pizza and Pasta

Sunday to Thursday: 7:00am 12:00mn

Friday and Saturday: 7:00am - 1:00am

China Place Express

Snack BarDaily: 11:00am 11:00pm

T&J

Travel Agency

Monday Friday: 9;00am 6:00pm

Saturday: 9:00am 12:00nn

Cellphone World

Inter-call

Daily: 10:00am 10:00pm

Mr. Cigar

Tobacco Corner

Daily: 9:00am 1:00am

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Lunch: 11:30am - 2:30pm

Dinner: 5:30pm 10:30pm

Casino Filipino VIP Lounge

Gaming (Slot Machine)

Open: 24 hours

Fifth Floor

Gyumon

Yakiniku

Daily: 5:00pm 12:00mn

Regent Foot Spa

Karaoke Lounge

Sunday to Thursday: 1:00pm 1:00pm

Friday and Saturday: 1:00pm 2:00pm

Mega Sports World

On Line Gaming


Caesars KTV

Foot Reflexology

Monday to Saturday: 7:30pm 3:30am

Sunday: 7:30pm 2:00am

Paran Travel and Tours Corp.

Travel Agency

Monday to Friday: 9:00am - 6:00pm

Saturday: 9:00am 12:00nn

Sundeck Sunset Massage

Relax & Rejuvenate with our Sundeck Sunset Massage...

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Experience a day of healing and relaxation with a spectacular view of the sunset in Pan Pacific

Manila's Sundeck Sunset Massage, ideally located on Pan Pacific Manila's 7th Floor Sundeck.

The Sundeck setting creates an indulgent atmosphere where you can watch the glory of

nature's sunset while enjoying a luxurious massage right in the heart of the city.

Sip tea or juice as you experience the pleasure of different treatment options. Melt away stressand tension with choices of aromatherapy-scented oil, used to renew and heal skin, reflexology

- gentle thumb and finger pressure-point massage that re-establishes the body's energy flow,

the Oriental Shiatsu therapy that utilizes a combination of pressure and stretching techniques.

Or try the Swedish Massage, the most commonly offered and best known type of massage that

employs five different movements: long gliding strokes, Kneading of individual muscles, friction,

hacking or tapping, vibration. Pan Pacific's Sunset Sundeck Massage is open every Fridays and

Saturday, 5:00 to 8:00 PM with a choice of a 1-hour massage at P1200.00 or a 30-minute

massage at P800.00.

Broadband Internet

Broadband internet access is available in all of its 236 all-executive guestrooms, suites, lounges

and Business Centre. Powered by Intertouch, a leading provider of fast, convenient, reliable

and secure wired and wireless broadband connectivity.

Intertouch services supports the major Virtual Private Networks (VPNs), providing business

travelers secure access to their corporate networks. Customer support is available 24 hours a

day, 7 days a week.

Business Facilities and Services

Pan Pacific Manila hotel is Manila 's preferred business address. Only eight kilometres from

Ninoy Aquino International Airport and just a short drive from the city's convention, exhibitions

and business centres, it is a business hotel designed to offer a comfortable abode to business

travellers with its comprehensive facilities and services.

Services and facilities:

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y Expansive business desk with lamp in all the rooms

y Two line IDD capable phones with own fax line

y Speakerphone

y Voicemail

y Executive Business Center

y Broadband Internet access y Complimentary use of cellphone upon request

y Safety-deposit box in the room

y Complimentary use of secured safety-deposit box in the Lobby

y Fax in the room upon request (subject to availability)

y No charge for incoming faxes

y Complimentary use of meeting area at the Pacific Lounge

y Meeting Rooms and spaces available

y Express check-in and check-out

y 24-hour Butler Service

y Milage Credits ( for qualified rates )

y Complimentary local and International Newspapers Daily

Meeting Rooms

Pan Pacific Manila Hotel has a total of seven fully equipped function rooms. This luxury

business hotel in Manila spoils you for choice. So whether you wish for a grand ballroom that

can accommodate up to 300 people for a banquet, or smaller meeting rooms for intimate

gatherings, Pan Pacific Manila Hotel offers it all. We have a team of experienced and specialized

meeting and event planners to help you plan and organize your event. Custom-planned

functions can be made available through our selection of refreshing, contemporary and

innovative menus, specially prepared for a discriminating clientele. All function rooms are

provided with a telephone unit outside, from which you can make internal and complimentarylocal calls. This executive hotel in Manila also offers videoconferencing capabilities, broadband

internet access and a comprehensive range of audio-visual equipment. Our courteous waiters,

food and beverage captains, and banquet sales associates will always be there for you, pre-

function to post-function, to make sure your expectations are exceeded.

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Boardroom I

Ideal for workshops, meetings and trainings, the Boardroom has its own white projection

screen and full audio-visual equipment in a relaxed environment.

Summary Information

y Name Boardroom I

y Room Measurement 47

y Ceiling 4

y Classroom 15y Banquet 20

y Cocktail 25

y Boardroom 15

y

-shape NA

y Theatre 50

Boardroom II

Ideal for workshops, meetings and trainings, the Boardroom has its own white projection

screen and full audio-visual equipment in a relaxed environment.

Summary Information

y Name Boardroom II


y Ceiling 4

y Classroom 20

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y Banquet 30

y Cocktail 35

y Boardroom 20

y ¡ -shape NA

y Theatre 60

Conference Suite

The Conference Suite is ideal for a variety of special events, with one of its walls featuring floor-

to-ceiling glass that gives the room a view of the sparkling fountain at the sun deck. Ideal for

cocktails and receptions, it has a door that leads to the sun deck, where you can have a great

view of the pool, the city below and the beautiful sunsets over Manila Bay.

Summary Information

y Name Conference Suite


y Ceiling 5

y Classroom 80

y Banquet 90

y Cocktail 100

y Boardroom 35

y ¢ -shape NA

y Theatre 120

Pacific 2

Pacific 2 can be reconfigured to theatre-, banquet- or reception-type orientation to

accommodate different functions and number of guests. Natural daylight can come through its

windows by simply arranging the draperies / curtains.

Summary Information

y Name Pacific 2


y Ceiling 5

y Classroom 60

y Banquet 50

y Cocktail 100

y Boardroom 30

y £ -shape NA

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Pacific 3




Summary Information

y Name Pacific 3


y Ceiling 5

y Classroom 70

y Banquet 60

y Cocktail 100

y Boardroom 35

y ¤

-shape NAy Theatre 120

Pacific 4




Summary Information

y Name Pacific 4y Room Measurement 96

y Ceiling 5

y Classroom 70

y Banquet 60

y Cocktail 100

y Boardroom 35

y ¥

-shape NA

y Theatre 120

Pacific Grand Ballroom

The Pacific Grand Ballroom can be divided into four separate function rooms. It can be

reconfigured to theatre-, banquet- or reception-type orientation to accommodate different

functions and number of guests. Natural daylight can come through its windows by simply

arranging the draperies / curtains.

Summary Information

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y Name Pacific Grand Ballroom


y Ceiling 5

y Classroom 300

y Banquet 330

y Cocktail 450y Boardroom 150

y ¦ -shape NA

y Theatre 440

Pacific I

Pacific I can be reconfigured to theatre-, banquet- or reception-type orientation to



Summary Information

y Name Pacific I


y Ceiling 5

y Classroom 60

y Banquet 50

y Cocktail 100

y Boardroom 30

y § -shape NA

y Theatre 70

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W eddings

Make every moment count on your big day, with our team of meticulous planners.

At Pan Pacific, we believe the perfect moment begins with the perfect setting. Embark on an

unforgettable experience when you plan your wedding at Pan Pacific Hotels and

Resorts.Whether you¶re going to exchange your vows surrounded by the spectacular ocean views

of Bali, or have a scenic wedding amidst the old world charms of Suzhou¶s traditional gardens,rest assured you can expect nothing but the best from us. Create your own timeless moments inthe serenity of the Shinto shrines in Yokohama or walk down the elegant halls at Pan Pacific

Singapore ± we¶ll help you make every moment count on your big day, with our team of meticulous planners.

Pacific Club

Specially created to cater to the individual needs of seasoned business and leisure travelers, PanPacific¶s trademark Pacific Floors provide guests with upgrades to premium services and

amenities.

Pan Pacific¶s specialty Pacific Floors go well beyond secure-keyed access offered in traditional

µclub floors¶. Pacific Floor services include other luxuries such as express check-in, Butler services, exclusive lounges where complimentary full buffet breakfast and evening cocktails are

served each day, and guaranteed late check-out.

There are also many other advantages for those staying on the Pacific Floors.

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4.0 Action Plan

4.1 Promo or Event information

y Titleo Week-long Christmas celebration package (extended µtill New Year countdown

party).

y Taglineo Livin¶ Seven! A night of parties!

y Priceo PHP 35,000 ++ per person

o PHP 30,000++ per coupleo PHP 25,000++ for groups of five

y Inclusionso Full dinner buffet at the Pacific Lounge on December 25 & 28

o Barbecue party at the Poolside Bar on December 26 & 29o A dinner coupon of one of the restaurants located at Adriatico Square on

December 27 & 30

o Sundeck sunset massageo Complimentary Internet access

o Live bands performing every nighto Party µtil you drop on New Years Eve with grand fireworks display.

o (Applicable only for superior, deluxe, and executive rooms only).

y Validityo from December 25, 2010 to January 1, 2011

y Logo

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4.2 Time Table (Year 2010)

y From December 25, 2010 to December 31, 2010, relax in the luxury of our rooms and

dine in our three best bar and restaurants.y Discounts used in this package cannot be used in conjunction with other discount cards or

promotional items.

Dec 25 Dec 26 Dec 27 Dec 28 Dec 29 Dec 30 Dec 31

Full

dinner buffet at

thePacific

Lounge

Barbecue

party atthe

PoolsideBar

A dinner

coupon of one of the

restaurantslocated at

AdriaticoSquare

Full

dinner buffet at

thePacific

Lounge

Barbecue

party atthe

PoolsideBar

A dinner

coupon of one of the

restaurantslocated at

AdriaticoSquare

Party µtil

you dropon New

YearsEve with

grandfireworks

display.

Sundeck sunset massage (for twice a week only of 30 minutes massage)

Live bands performing every night

Check-out before

12 noon

Complimentary Internet access

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