539144 634208886841618750

MARKETING MARKETING APPLICATION AND APPLICATION AND

PRACTICESPRACTICES

SERVICE MARKETINGSERVICE MARKETING

HOTEL INDUSTRYHOTEL INDUSTRYPRESENTED BY----------PRESENTED BY----------

VIBHA ARORAVIBHA ARORA 0707

SANDEEP KAUR BATHSANDEEP KAUR BATH 1111

MEGHA BAVISHIMEGHA BAVISHI 1212

MUGDHA BHATTMUGDHA BHATT 1515

NAINA HINGHERNAINA HINGHER 3232

DISHA KACKERDISHA KACKER 4040

VIDHI MALHOTRAVIDHI MALHOTRA 5353


INTRODUCTION TO SERVICE MARKETINGINTRODUCTION TO SERVICE MARKETING Services marketingServices marketing is marketing based on is marketing based on

relationship and value. It may be used to market a relationship and value. It may be used to market a service or a product.service or a product.

7 P’s7 P’s Use is inseparable.Use is inseparable. Services do not possess material form.Services do not possess material form. Use of a service is inherently subjective. Use of a service is inherently subjective.

INTRODUCTION TO HOTEL INTRODUCTION TO HOTEL INDUSTRYINDUSTRY

HOTEL INDUSTRYHOTEL INDUSTRY

DefinitionDefinitionA A hotelhotel is an establishment that provides is an establishment that providespaid lodging on a short term basispaid lodging on a short term basisA hotel is defined by British law as the place where a bona fide A hotel is defined by British law as the place where a bona fide

traveler can receive food and shelter, provided he is in a traveler can receive food and shelter, provided he is in a position to pay for it and he is in a fit condition to be received. position to pay for it and he is in a fit condition to be received. Hence, a hotel must provide food and shelter and has, in Hence, a hotel must provide food and shelter and has, in turn, the right to refuse if the traveler is drunk, disorderly, turn, the right to refuse if the traveler is drunk, disorderly, unkempt, or if he is not in a position to pay for the services.unkempt, or if he is not in a position to pay for the services.

IntroductionIntroduction

Linked to the tourism industryLinked to the tourism industryHelps to boost travel & tourismHelps to boost travel & tourismBusiness Travel is includedBusiness Travel is included• Demand –supply gap in star category Demand –supply gap in star category

hotelshotels• Opportunity for investment for Indian and Opportunity for investment for Indian and

over seas playersover seas players

CLASSIFICATIONCLASSIFICATION

MOTELMOTEL

DefinitionDefinition

A motel (Motor Hotel) is a hotel which is for A motel (Motor Hotel) is a hotel which is for a short stay, usually for a night, for a short stay, usually for a night, for motorists on long journeys. It is built motorists on long journeys. It is built conveniently close to major roads and conveniently close to major roads and intersections.intersections.

DIFFERENCE BETWEEN HOTEL DIFFERENCE BETWEEN HOTEL AND MOTELAND MOTEL

DefinitionDefinitionLocationLocationRestraunts and eatingRestraunts and eatingPricingPricingFacilitiesFacilitiesAppearanceAppearanceDurationDuration

CLASSIFICATION OF HOTELCLASSIFICATION OF HOTEL

MARKET SEGMENTMARKET SEGMENT• Economy / limited services hotelsEconomy / limited services hotels• Mid Market HotelsMid Market Hotels• All suite HotelsAll suite Hotels• Time share HotelsTime share Hotels• Executive HotelsExecutive Hotels• Luxury / Deluxe HotelsLuxury / Deluxe Hotels


According to SizeAccording to SizeSmall Hotels (150 rooms)Small Hotels (150 rooms)Medium Hotels (up to 299 rooms)Medium Hotels (up to 299 rooms)Large Hotels (up to 600 rooms)Large Hotels (up to 600 rooms)Extra Large Hotels (above 600 rooms)Extra Large Hotels (above 600 rooms)


Level of ServicesLevel of ServicesWorld Class ServicesWorld Class ServicesMid Range ServicesMid Range ServicesEconomy / Limited Services HotelsEconomy / Limited Services Hotels


Ownership and AffiliationOwnership and Affiliation Independent HotelIndependent HotelChain HotelsChain HotelsFranchisee HotelsFranchisee Hotels


According to StarAccording to StarOne Star (*)One Star (*)Two Star (**)Two Star (**)Three Star (***)Three Star (***)Four Star (****)Four Star (****)Five Star (*****)Five Star (*****)Five Star Deluxe (*****deluxe)Five Star Deluxe (*****deluxe)

5 star hotel facilities – ITC5 star hotel facilities – ITC

24 hour Services :24 hour Services : Business Centre Business Centre Concierge Services Concierge Services Doctor on call Doctor on call Duty Manager Duty Manager


In-Room Dining In-Room Dining Laundry and Pressing Laundry and Pressing 4 Restaurants, a Lounge and a Bar4 Restaurants, a Lounge and a Bar

Art Gallery Art Gallery Baby Sitting ServiceBaby Sitting ServiceBeauty Salon Beauty Salon Boardrooms and Meeting rooms Boardrooms and Meeting rooms Broadband and Wi-Fi internet access Broadband and Wi-Fi internet access (chargeable)(chargeable)


Car and Limousine Hire ServiceCar and Limousine Hire ServiceConciergeConciergeCourier ServiceCourier ServiceDaily Shuttle to South MumbaiDaily Shuttle to South MumbaiExpress Laundry ServiceExpress Laundry ServiceFlorist Florist Foreign Currency Exchange Foreign Currency Exchange GymnasiumGymnasium

5 STAR HOTEL FACILITIES-5 STAR HOTEL FACILITIES-ITCITC

In-Room electronic laptop compatible safesIn-Room electronic laptop compatible safesInternational Satellite television channels International Satellite television channels Night ClubNight ClubOutdoor Parking available Outdoor Parking available Outdoor Swimming pool Outdoor Swimming pool Power adapters upon requestPower adapters upon requestPrivate Bar ( Mini bar)Private Bar ( Mini bar)Shopping Arcade Shopping Arcade The Spa The Spa Tour GuidesTour Guides

Future Potential & GrowthFuture Potential & Growth

World Tourism Organisation (WTO) - International tourist World Tourism Organisation (WTO) - International tourist inflow in India by 2020 would be 10 minflow in India by 2020 would be 10 m

Tourist influx to grow at a CAGR of 6.5% for the next 14 yrsTourist influx to grow at a CAGR of 6.5% for the next 14 yrs Expected share of world tourism: 1.5% by 2010Expected share of world tourism: 1.5% by 2010 Untapped domestic tourist potentialUntapped domestic tourist potential Commonwealth Games in New Delhi in 2010Commonwealth Games in New Delhi in 2010 Medical TourismMedical Tourism Rural TourismRural Tourism Wildlife TourismWildlife Tourism

Demand Supply GapDemand Supply Gap

Demand Supply Gap for 2012– 1,50,000 roomsDemand Supply Gap for 2012– 1,50,000 rooms Supply – 1,10,000 roomsSupply – 1,10,000 rooms Demand – 2,60,000 roomsDemand – 2,60,000 rooms

Demand Supply Gap – 60,000Demand Supply Gap – 60,000 Supply - 90,000 rooms Supply - 90,000 rooms Demand – 1,50,ooo rooms Demand – 1,50,ooo rooms

Ample scope for Indian and global players to set up new projectsAmple scope for Indian and global players to set up new projects

Perceptual brand mapping of Indian hotels

SWOTSWOT

StrengthsStrengthsDiversityDiversityDemand-Supply gapDemand-Supply gapGovernment SupportGovernment SupportMarket ShareMarket Share

SWOTSWOT

OpportunitiesOpportunitiesOpen SkyOpen SkyRising IncomeRising Income

SWOTSWOT

WeaknessWeaknessPoor InfrastructurePoor InfrastructureSlow ImplementationSlow ImplementationSusceptible to political EventsSusceptible to political Events

SWOTSWOT

ThreatsThreatsFluctuationFluctuation Increasing CompetitionIncreasing Competition

INTRODUCTION TO ITC HOTELINTRODUCTION TO ITC HOTEL

Introduction to ITC hotels Introduction to ITC hotels

ITC Limited entered the hotels business in 1975ITC Limited entered the hotels business in 1975 ITC hotels currently owns and operates 100 hotels in 75 ITC hotels currently owns and operates 100 hotels in 75

destinationsdestinations India's second largest hotel chainIndia's second largest hotel chain They show our heritageThey show our heritage The group today operates under different brands:The group today operates under different brands:

ITC Luxury Collection HotelsITC Luxury Collection Hotels WelcomHotel Sheraton HotelsWelcomHotel Sheraton Hotels Fortune HotelsFortune Hotels WelcomHeritage HotelsWelcomHeritage Hotels WelcomeEnvironWelcomeEnviron

ITC Hotel PropertiesITC Hotel Properties

ITC Hotel Maurya Sheraton & TowersITC Hotel Maurya Sheraton & Towers, New Delhi, New Delhi ITC Hotel Grand Maratha Sheraton & TowersITC Hotel Grand Maratha Sheraton & Towers, Mumbai, Mumbai ITC Hotel Sonar Bangla SheratonITC Hotel Sonar Bangla Sheraton, Kolkata, Kolkata ITC Hotel Grand CentralITC Hotel Grand Central, Mumbai, Mumbai ITC Hotel Windsor Sheraton & TowersITC Hotel Windsor Sheraton & Towers, Bangalore, Bangalore ITC Hotel Kakatiya Sheraton & TowersITC Hotel Kakatiya Sheraton & Towers, Hyderabad , Hyderabad ITC Hotel Park ITC Hotel Park ShSheraton & Towers eraton & Towers , Chennai, Chennai WelcomHotel Rajputana Palace SheratonWelcomHotel Rajputana Palace Sheraton, Jaipur, Jaipur WelcomHotel Chola SheratonWelcomHotel Chola Sheraton, Chennai, Chennai WelcomHotel Mughal SheratonWelcomHotel Mughal Sheraton, Agra, Agra WelcomHotelWelcomHotel, New Delhi, New Delhi WelcomHotel Rama International WelcomHotel Rama International , Aurangabad, Aurangabad WelcomHotel , Vadodara WelcomHotel , Vadodara (through associate company)(through associate company) WelcomHotel , New Delhi WelcomHotel , New Delhi WelcomHotel Grand Bay, Visakhapatnam WelcomHotel Grand Bay, Visakhapatnam

MARKETING MIXMARKETING MIX

Marketing mix – Marketing mix – Product(services offered)Product(services offered)

Room bookings – Eva, business, executives, Room bookings – Eva, business, executives, disableddisabled

Butler serviceButler service Wi-Fi internetWi-Fi internet SPA & Swimming poolSPA & Swimming pool Meeting rooms/ Conference rooms/ Board roomsMeeting rooms/ Conference rooms/ Board rooms Restaurants & BarsRestaurants & Bars Meetings and Events/ Luxury eventsMeetings and Events/ Luxury events

Marketing mix - PromotionMarketing mix - Promotion

Promotion through FMCG goodsPromotion through FMCG goods InternetInternet Media reports and media releasesMedia reports and media releases Concept promotionConcept promotion CustomersCustomers Social service projectsSocial service projects Travel assistantsTravel assistants Hotel directoriesHotel directories

Marketing mix - PeopleMarketing mix - People

ReceptionistsReceptionists Bell boysBell boys Laundry servicemenLaundry servicemen ButlersButlers Room serviceRoom service ChauffersChauffers ManagersManagers CleanersCleaners Assistants for guestsAssistants for guests ChefsChefs Waiters etcWaiters etc

Marketing mix - PlaceMarketing mix - Place

Strategic LocationsStrategic LocationsMetropolitan citiesMetropolitan citiesBusiness hubsBusiness hubsTourist placesTourist placesHeritage areasHeritage areasUpcoming areasUpcoming areas

CAPACITY AND DEMANDCAPACITY AND DEMAND

Capacity and demandCapacity and demand

Capacity(ITC Grand central, Parel, Mumbai)Capacity(ITC Grand central, Parel, Mumbai) 242 guest rooms and suites242 guest rooms and suites Arranging tours for guests(Around 400 people in a day)Arranging tours for guests(Around 400 people in a day) 24-hour Butler service for all 242 rooms(optimum capacity – 24-hour Butler service for all 242 rooms(optimum capacity –

30 rooms at a time)30 rooms at a time) Grand ballroom – 400 to 750 guests at a timeGrand ballroom – 400 to 750 guests at a time 5 conference halls5 conference halls 6 restaurants which can cater roughly 430-500 people at a 6 restaurants which can cater roughly 430-500 people at a

time viz Kebabs and Kurries, Hornby’s Pavilion, Shanghai time viz Kebabs and Kurries, Hornby’s Pavilion, Shanghai Club, Dublin, Frederick’s Lounge and The Point of View.Club, Dublin, Frederick’s Lounge and The Point of View.

Capacity and demandCapacity and demand

The flow of customers is stable but it dips a The flow of customers is stable but it dips a bit in the rainy seasonbit in the rainy season

Generally if the customers exceed the Generally if the customers exceed the capacity then they are given suggestions to capacity then they are given suggestions to go to other ITC propertiesgo to other ITC properties

If the customers want the same area then If the customers want the same area then other hotels nearby are indirectly other hotels nearby are indirectly suggested(eg. Oberoi trident, Taj, Grand suggested(eg. Oberoi trident, Taj, Grand hyatt eyc)hyatt eyc)

SERVICE QUALITYSERVICE QUALITY

Service qualityService quality

HospitalityHospitalityMaterial attributes – food, toiletries, Material attributes – food, toiletries,

complimentary goods etc complimentary goods etc Time management – efficiency in service Time management – efficiency in service CommunicationCommunicationPresentationPresentation

CONSUMER BEHAVIOUR AND CONSUMER BEHAVIOUR AND PERCEPTIONPERCEPTION


Behaviour(Why customers go?)Behaviour(Why customers go?) Disposable moneyDisposable money Class/ StatusClass/ Status Image of ITC as an excellent brandImage of ITC as an excellent brand Luxury expectationsLuxury expectations References receivedReferences received Personal likingPersonal liking


Types(Who goes?)Types(Who goes?) Business classBusiness class ExecutivesExecutives TouristsTourists Local people Local people Party goersParty goers Study groupsStudy groups Work groupsWork groups


Perception(What do consumers expect/feel?)Perception(What do consumers expect/feel?) Excellent conditionsExcellent conditions High class treatmentHigh class treatment Effective time managementEffective time management Value for moneyValue for money Rise in social statusRise in social status Safety & SecuritySafety & Security HygieneHygiene

Thank YouThank You