It is a project on Luxury Resort namely Coast Ecotel .giving information on how to promote their brand ,how to increase their sale ,how to improve their brand

1. `

2. Vision

3. RESARCH

4. • Small Font.....

6. • Slide show of pictures....

10. • Luxury / Premium thing should reach to
customers.......

12. • Menu tab on website.....

14. • Inquiry or feedback form.....

16. • Spa facility.......

18. Marketing

19. • Coast ecotel is an intangible service product.
• Segmentation will be on basis of status and
income –affluent upper class.
• Psychographic segmentation - will relate with
people looking for peace and privacy.
• Target customers will be rich and premium
class.
• Positioning is premium luxury resort.

20. Competitors Analysis
• Competitor like Pearl Resort, Exotica Beach
Resort ,Woodland Resort, Shree Ganesh Beach
Resorts they have good online and offline
presence
• Superior services provided

21. SWOT
STRENGTH
•Peace and relaxing holiday for the
premium class
• Best Konkani cuisine, adventurous water
sports and various temple worth seeing
•A convinent transportation Network
OPPORTUNITY
WEAKNESS
•Company brand awareness is restricted
•Limited focus on business travellers
THREATS
•Increase in labour cost and other cost
•Increasing competition in the luxury
•Sponsor events
• Travellers looking for different experience resort hotel market
•Potential for a competitive, global brand to
enter the market with a similar product.

22. Tagline
The luxury of being yourself

23. INFO CELL (KIND OF BPO)

24. Process of Info cell
• The technical infrastructure is the most critical and complex. The
customer services call initially goes to MTNL/BSNL and the same is
transferred to 2 hunting lines (on first come first serve basis) at the
customer services centre premises.
• Two nodes of LAN (with computers, telephones with head phones
and tele-conferencing facility, support of the server and Internet
connectivity) will be dedicated to customer care service.
• The entire backup support system consisting of Uninterrupted
Power Supply (for both server and the nodes), Air-conditioning
System and other logistics will be made available to Coast Ecotel.
• The whole technical infrastructure will be owned and maintained by
Coast Ecotel Management.

25. Skills required of Info Cell






Communication Skills
Attend the call with greetings.
Avoid defensiveness in conversation.
Avoid use of unnecessary and complex words and sentences
Smooth transition in voice
Close call with greetings.




Computer Skills
Basic knowledge of computer applications.
Basic knowledge of Internet.
Sending and Receiving E-mails.

26. Responsibities of Info cell
•
•
•
•
•
•
Strong networking with every department of organization.
power relation
Power service
Their should be under promise & over delivering
They should know all the toll free numbers
Attending every customer politely with patience & providing with true
information
• Reducing call drops
• It is part of internal branding i.e. generating good will within organisation.
• Improve their productivity & keeping the consistency.

27. Functioning of the Info cell
•
•
•
•
•
Info sale plays a major role for retaining the customers
85% is need to create a customer & 15% to retained the customer.
They are the medium for carrying out business processes.
They are the mediators
They are one who promotes the company’s latest products and
services
• They also gain customer feedback to analyze the interest of the
customers.

28. Some solutions to retain the
customers
 Invite complaints
 Appreciating complaints & improving them..

29. Contd
 Keep it fresh… but familiar
 which sells customisable greetings cards
through its website, relies on the continual
development of its product to keep repeat
business high

30. Remind customers that you’re there
in frequent communication with
customers, sending out
newsletters, personalised emails and thank
you cards both to individual buyers
‘It’s important to listen to them to find out
what colours and styles are selling well, so you
can tailor the next order to their wishes

31. Suggestions
•
•
•







offering regularly customer membership cards
connecting through mails, messages etc
Call back facility
CRM software
Understand the customer
Retain customers through better customer experience
Attract new customer
Win new clients and contracts
Increase profitably
Decrease customer management costs

32. Menu

33. Five Letters to Our Success
QSCVH

34. Q
• Q - (Quality) is quality :
“A journey and not a final destination”
And …
“Our commitment to customers through
Quality!”

35. Quality : Pre-preparation
Maintain Quality and Taste standards.
• Non Storage. Fresh Dough.(Atta making
Machine)
• Standard Recipes and Food
• Vegetables bought from Whole seller or direct
from farm.
• Perishable food : Minimum storage hours

36. Quality : Preparation
• Quality control check.
• Shelf life
• Vegetables to be in freezer for not more then
2 days, then discarded

37. Quality : Post preparation
• Customers enjoy :freshest, most authentic
taste of food and establish high degree credit.
And Our commitment.. Quality !

38. S
S (Service) is the service we promise to deliver
• Includes : Restaurant
comfort, Convenience, Staff attitude.
- Motto ‘Serve with a promise of Good health‘
“Each and every consumer is important”
• Serve hot in 10 minutes of order placed.

39. Service
Our Staff would be Women/ Mothers .
• Make customers feel Happy and Satisfied.
• Staff training : Skilled Maharashtrain housewives.

40. C
C (Cleanliness) refers to the health, clean.
"Instead of resting against the wall, it is better to
clean up“
All utensils, crockery, plates, bowls should be
clean properly as well as the working area.

41. Cleanliness : Kitchen
Strict code of decorum and cleanliness :ensuring
“Hygiene plays a large role in the way the food is
served”
• Kitchen Staff : Extensive precautionary rules
• Sterilized hand sanitizer(bactericidal)
• Wear full covered cloths and Cap for hair.

42. V
• V (Value) is the value, meaning
“To provide the most valuable high-quality and
healthy food to customers." –
• Nutrient-rich and the price is reasonable.
• In a clean environment + nutritious food
=
“Value for money."

43. Value : Future
• Constant efforts to provide more to the
customers through various new offers and
introductions in the menu.
“ Giving the City it’s Tradition and Health back”
- Our Pride!

44. Hygiene
• Hygiene plays an important role in Coast
Ecotel as Hygiene

45. Delicious delicacies of COAST ECOTEL
Starter
Starter
Main Course
Main Course
Desserts
Cashew
Kothimbir
Wadi
Crispy Prawns
Kaju Usal
Kolambi che
Aambat
Modak
Stuffed
Jackfruit (Dry)
Fish stick in
green Sauce
Jackfruit Masala
Prawns Kalwan
Coconut Barfi
Kanda Bhaji
Crispy Ring
Fried Squid
Birdhe
Malwani Rassa
Piyush
Aluwadi
Tandoori
Lobster
Sprouted beans
in coconut
Masala
Crab Masala/
Stuffed Crab
Chicken
Tandoori/
Kabab/Tikka
Prawns/Chicken
/ Mutton Pickle
Fish Kurkure
Bombil/Surmai/
Halwa/Pomfret
fry

46. Pricing Strategies

47. Customer Lifetime Value Calculator
(CLV)
 Long term relationship
 Associating value to a customer
 Acquisition process
• Develop and retain customers
• Directly proportional to satisfaction levels
• Profits generated in the short term shouldn’t not be
the sole focus of the company

48. 16
Profit from referrals
14
12
Profit from reduced operating
costs
10
Sales
(Rs)
Profit from price premium
8
6
Profit from increased
purchases
4
Base Profit
2
0
Category 1
Category 2
Category 3
Category 4

49. CLV Result
•
•
•
•
Low Acquisition costs
Low Marketing costs
Low Variable Costs
Low Cost of sales
 Increases Value per customer
 Increases Profit
How?
Loyalty
programs &
unmatched
services

50. Pricing Strategy
Percentage
Pricing Strategy
91%
Flexible rate strategy plus other strategies
43%
Only Flexible rate strategy
39%
Adjust prices daily
26%
Adjust prices weekly
35%
Adjust prices monthly

51. Establishing Room Rates
Rack rate
(Price ceiling)
Cost, Competition
and Market
Alternative room rate
(Price floor)

52. Price setting approaches…
• Cost Approach
Illustration:
A. Total Number of Rooms Sold per Year
=Total rooms * Expected occupancy rate * Days in the year
= 11 * 0.85 * 365
= 3412 units/Year

53. B. Calculate Direct and Indirect Expenses
• Frills
• Staff
• Laundry etc
• Maintenance
• Utility
• Depreciation etc
Adding both gives Hurdle rate, also
knows as Break Even Point
Rs 3000/No profit, No Loss

54. C. Multiplier Method (1)
Desired Room Cost Percentage:
= Forecasted Total Room Cost / Forecasted Total Room Revenue
= 3000/5000
= 0.6
Rack Rate
= 1/0.6 = 1.66
= 1.66 * 3000 = Rs 4900/-

55. D. Mark-up Method (Margins)
= 40% margin on costs incurred
= 3000* 1 + 0.40
= Rs 4200/-

56. • Market Condition Approach
“Charge only what the market will accept”.
Also known as Dynamic Pricing - Adjusting prices continuously to
meet the situation

57. Commonly used
pricing strategies
• Product bundle
pricing
• Optional product
pricing

58. Continued…
• Discount
Pricing
• Allowance Pricing:
Reward dealers and intermediaries for participating in
advertising and sales promotion.

59. Advertisement

60. Advertisement Plan
Advertisement should be focus on below parameters
1) E commerce
o
o
Make my trip
Yatra.com
2)Print media
o
o
Times of India
Hindustan times

61. 3) Electronic media
o TLC
o NDTV good day
4) Tie up with local tourists agencies

62. Contd….
• Campaign would be start from September
onwards
• One add would be insert in the news paper on
every Saturday and Sunday ( September to
December )
• We will make 20 second add which will show
each and everything about the Resort

63. Contd...
• Four advertisement would be running on Saturday
and Sunday
• Time slots would be morning from 8 am to 11 am
and 7 pm to 10 pm

64. Advertisement Budget
1)
o
o
Print Media
10 lakhs Approx ( September to December )
10 lakhs Approx ( January to August )
2) Electronic Media
o
40 lakhs Approx( September to December )
3) Digital Media
o
10 lakhs Approx ( September to August )

65. IT

66. • Online Site maintenance should be given to third party.
• Some add-on features should be included in site such
as
Availability check
Redirecting to booking website
• Effective use of SEO, SEM should be done to promote
the website
• Tie up with Tour guide site like Trip adviser

67. • Better communication with use of mails and
messaging services.
• Big screens , Play Station , Sensor Systems can
be placed to give luxurious feeling
• 24 hours calling assistance will be provided

68. Suggestions &Recommendations
• Resort should keep indoor sports like pool
• Resort should create a small park for children
• Fitness Centre and Outdoor relaxation Area can be
provided to the guest
• Resort can start giving guest SPA facilities

69. • Resort should have conference room for corporate
• Resort should have tie up with transport agencies
for providing the guest with bus facilities
• High-speed Internet should be made available at
resort’s hotels with Wireless technology.
• Resort should outsource their routine operations