To be “the best MICE Resort in Ciwidey”, Patuha Resort must develop their brand touchpoints. The brand touchpoints consist of tangible and intangible aspect. The brand touchpoints are the point contact of brand and customer perceptions. It is an important way to maximize the brand touchpoints that appropriate to their position. The Positioning of PPAW was “Natural Panoramic Resort” (before 2006) changed into Patuha Resort (after 2006) as “the best MICE Resort in Ciwidey”. After repositioning in 2006, Patuha Resort brandtouchpoints was not many changing. It consequently to customer perceptions that not sinronize to Patuha Resort’s positioning. Nowdays, Patuha Resort still perceived as resort with minimize facilitieas in strategic area. Until 2011, Patuha Resort still not success managed theirs positioning as “the Best MICE Resort in Ciwidey”. To solve that problem, KBM AEJ as the management of Patuha Resort, asks the researcher to create design concepts in Patuha Resort with accordance to MICE concept. This new concept brand development used to be the real Patuha Resort as “The Best MUCE Resort in Ciwidey”.
To choose the most important brand touchpoints, the researcher used the Analitycal Hierarchy Process (AHP). Analytical Hierarchy process (AHP) is considered as one of decision making models that can be applied to make prioritization amongst options. In this research AHP used twice. First to choose the brand touchpoints selected and second to choose the most important brand touchpoints. To get the priority decision, the AHP method needs an option and criteria then get the most weight by the result of brand expert interview. To get an objective appraisal, it would require assessment of the MICE and Brand Expert.
The most important brand touchpoints of Patuha Resort is Function Room. The researcher coorporated with Triperta Engineering Consultant to create Patuha Resort Function Room that appropriate with MICE concept. After that, the new design reviewed by the KBM AEJ, MICE Expert and customer. At the final stage, it performed in finalizing the concept and implementation.
The new concept implements that brand touchpoints that must exist at Patuha Resort Function Room are the operator room with PC, scan, printer, telephone, fax and MIC wireless; Roastrum with reading lamp and MIC wireless; Two flagpoles at right and left platform of stage; Projector screen; Projector with hanger; OHP; Enter and Exit Access; Receptionist with PC, telephone and fax; Photocopy machine; Portable meeting table for 65 seats with wireless teleprompter; two capboards, twelve room speakers at right and left room side; two flipcharts in right and left side; and Silencers, meeting lamp and wi-fi.