Filling up the demand-supply gap equals success

IIPM Ranked No. 1 B-School In Global Exposre - Zee...

Now, they even have another brand to their fame which is an economy brand called the Red Fox.

But no regrets indeed! Within just five and a half years of its operations, the company has regularly added one new hotel each year and its last financial year turnover accounted to Rs.600 million. Now, they even have another brand to their fame which is an economy brand called the Red Fox. However, given the cut throat competition from host of both luxury and economy hotels, how does Lemon Tree aim to redeem its pledge? The answer lies in its positioning. “We are not at all competing with the luxury segment. Luxury is like Kingfisher’s first class and we are like Air Deccan (through Red Fox) and economy segment of Jet (through Lemon Tree),” explains Patu. The consistent focused strategy on nothing else but growth has helped Lemon Tree to stand tall among others. And guess what? They even have a mascot, ‘Sparky Keswani’, (a dog!) who is a ‘Senior Food Critic’ and reflects their brand values of freshness, fun and spirited energy. Surprised? After all it’s ‘refreshingly different’!!

Neha Saraiya

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).


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