Marketing In Hospitality Sector

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Marketing In Hospitality Sector

  1. 1. MARKETING<br />HOSPITALITY SECTOR<br />
  2. 2. “The virtue which induces us <br />to feed and lodge <br />certain persons <br />who are not in need of <br />food and lodging”.<br />- Ambrose Bierce<br />
  3. 3. HOSPITALITEM<br />IN INDIAN TRADITIONS – “ATTHITI DEVO BHAVA”.<br />RELATIONSHIP PROCESS BETWEEN A GUEST AND A HOST.<br />IT IS THE ART OF BEING WARM TO STRANGERS.<br />INCLUDES RECEPTION AND ENTERTAINMENT OF GUESTS, VISITORS OR STRANGERS, WITH LIBERALITY AND GOODWILL.<br />ALSO KNOWN AS THE ACT OF GENEROUSLY PROVIDING CARE AND KINDNESS TO WHOMEVER IS NEEDED.<br />
  4. 4. HOSPITALITY INDUSTRY<br />3.5 TRILLION DOLLAR SERVICE SECTOR.<br />INDUSTRY IS CYCLICAL; DICTATED BY FLUCTUATIONS WITH AN ECONOMY EVERY YEAR.<br />UMBRELLA TERM FOR BROADER SERVICE INDUSTRIES LIKE:<br />HOTELS<br />FOOD SERVICES<br />CASINO<br />TOURISM<br />
  5. 5.
  6. 6. MARKET POSITIONING<br />TO CREATE A DISTINCTIVE PLACE IN THE MINDS OF POTENTIAL CUSTOMERS.<br /> A position that evokes images of a destination in the customers mind;<br />
  7. 7. POSITIONING TYPES USED<br />OBJECTIVE POSITIONING<br />SUBJECTIVE POSITIONING<br />POSITIONING APPROACHES<br />POSITIONING BY PRICE VALUE<br />POSITIONING w.r.t. USE OR APPLICATION<br />POSITIONING ACCORDING TO THE USER CLASS<br />POSITIONING w.r.t. PRODUCT CLASS<br />
  8. 8. HOTEL INDUSTRY<br />HOTEL IS AN ESTABLISHMENT THAT PROVIDES PAID LODGING ON A SHORT TERM BASIS.<br />INDUSTRY IS MORE DEPENDANT ON METROPOLITAN CITIES FOR ABOUT 75%-80% REVENUE.<br />CRITICAL FACTORS DETERMINING PROFITABILITY ARE:<br />ARR (AVERAGE ROOM RATE)<br />OC (OCCUPANCY RATE)<br />
  9. 9. HOTELS CATEGORIES<br />STAR RATED HOTELS<br />HERITAGE HOTELS<br />BUDGET HOTELS<br />UNCLASSIFIED HOTELS<br />
  10. 10. STAR RATINGS - HOTELS<br />RATINGS ARE PROVIDED BY THE GOVERNMENT (FHRAI).<br />QUANTITATIVE MEASURE TO DETERMINE THE PRICE RANGE<br />RATINGS ARE BASED ON OBJECTIVES FACILITIES AND SERVICES PROVIDED ASSESSMENT<br />
  11. 11. MARKET SEGMENTATION<br />PRICING – THE BIGGEST CHALLENGE<br />SEGMENT MARKET MODEL AS FOLLOWS:<br />RACK RATES<br />CONSORTIA RATES<br />CORPORATE RATES<br />GROUP RATES<br />WEEKEND RATES<br />PROMOTIONAL RATES<br />FLEXIBLE PRICING IS KEY FOR PROFITABILITY<br />
  12. 12. BEST HOTELS<br />TOP 10 - INDIA<br />JW – MARIOTT, MUMBAI<br />OBEROI – AMARVILAS, AGRA<br />OBEROI – RAJVILAS, JAIPUR<br />TAJ MAHAL , MUMBAI<br />LEELA PALACE, GOA<br />THE IMPERIAL, NEW DELHI<br />LAKE PALACE, UDAIPUR<br />RAM BAGH, JAIPUR<br />TAJ EXOTICA, GOA<br />THE OBEROI, NEW DELHI<br />TOP 10 - WORLD<br />SINGITA SABI SAND & KRUGER NATIONAL PART, SOUTH AFRICA<br />OBEROI RAJVILAS, JAIPUR, INDIA<br />FAIRMOUNT MARA SAFARI CLUB, MASAI MARA, KENYA<br />OBEROI UDAIVILAS, UDAIPUR, INDIA<br />TRIPLE CREEK RANCH, DARBY, MONTANA<br />OBEROI AMARVILAS, AGRA, INDIA<br />KIRAWIRA LUXURY TENTED CAMP, SERENGETI NATIONAL PARK,TANZANIA<br />SABI SABI PRIVATE GAME RESERVE, SABI SANDS, SOUTH AFRICA<br />TORTILIS CAMP, AMBOSELI NATIONAL PARK, KENYA<br />Domaine des Hauts de Loire, Onzain, France<br />
  13. 13. RESTAURANT<br />A RESTAURANT IS A RETAIL ESTABLISHMENT THAT SERVES PREPARED FOOD TO CUSTOMERS. SERVICE IS GENERALLY FOR EATING ON PREMISES, THOUGH THE TERM HAS BEEN USED TO DESCRIBE TAKE-OUT ESTABLISHMENTS AND FOOD DELIVERY SERVICES. <br />
  14. 14. TYPES OF RESTAURANTS<br />FAST FOOD RESTAURANTS<br />FAST CASUAL DINING<br />CAFE´<br />PUB<br />CASUAL STYLE DINING<br />FINE DINING<br />
  15. 15. RESTAURANT POSITIONING<br /> POSITIONING IS WHERE YOU PUT YOURSELF ON THE LADDER OF SUCCESS. TEST YOURSELF BY FILLING IN THE BLANKS: MY RESTAURANT IS THE ONE THAT....<br />
  16. 16. RESTAURANT PROMOTIONAL TECHNIQUES<br />PUBLICITY STUNTS<br />PUBLIC RELATIONS <br />BOUNCE BACKS<br />STOP DISCOUNTING <br />BUSINESS SOCIAL<br />SAMPLING <br />HOST FOOD EVENTS<br />TOSS UP TUESDAYS <br />
  17. 17. TOP 10 INDIAN RESTAURANTS<br />RADHIKA&apos;S CUISINE OF INDIA   PASADENA <br />BOMBAY CAFE   WESTWOOD / WEST L.A.<br />WOODLANDS INDIAN CUISINE   ARTESIA<br />THE INDIA RESTAURANT   ARTESIA<br />MEZBAAN INDIAN CUISINE  PASADENA<br />NEW DELHI OF PASDENAPASADENA<br />GILL’S CUISINE OF INDIADOWNTOWN L.A.<br />ASHOKA THE GREATARTESIA<br />TANZOREBEVERLY HILLS<br />ANNAPURNA GARDENLAWNDALE<br />
  18. 18. BOAT HOUSE<br />HOUSE BOAT IS A COUNTRY BOAT THAT WAS USED IN THE EARLY DAYS FOR THE TRANSPORT OF GOODS FROM THE ISOLATED INTERIOR VILLAGES TO THE TOWNS. <br />A RIDE ON A BOAT HOUSE IS A FABULOUS WAY TO EXPLORE THE FASCINATING BEAUTY OF THE BACKWATER.<br />AVAILABLE IN AREAS WHERE PASSABLE BODIES OF WATER EXIST, SUCH AS LARGE LAKES OR RIVERS. <br />
  19. 19. BEST PLACES FOR BOAT HOUSE<br />WORLD<br />AMSTERDAM<br />AUSTRALIA<br />BAHAMAS<br />CANADA<br />INDIA<br />SRINAGAR<br />DAL LAKE<br />NAGIN LAKE<br />RIVER JHELUM<br />NASEEM BAGH<br />KERALA<br />TAMILNADU<br />
  20. 20. STRATEGIES<br />STATE GOVERNMENT GOING FOR POSITIONING KERALA AS A MICE (MEETINGS, INCENTIVES, CONVENTIONS AND EXHIBITIONS) DESINATION.<br />TOURISM DEPARTMENT WILL LAUNCH AN ADVERTISING CAMPAIGN TO HIGHLIGHT THE REFERESHING CONFRESHING POSSIBILITIES.<br />ALSO STARTING “CEO TOURISM”.<br />
  21. 21. WHY MARKET HOSPITALS???<br />
  22. 22. MARKETING STRATEGY<br />A SOUND CLIENT RELATIONSHIP MANAGEMENT (CRM) <br />INTERNAL AND EXTERNAL MARKETING<br />EVENTS/SEMINARS/SYMPOSIUMS/CONFERENCES <br />CONTINUOUS MEDICAL EDUCATION<br />AWARENESS SESSIONS FOR GENERAL PUBLIC <br />CHECK-UP CAMPS FOR PUBLIC<br />ORGANISING EVENTS ON VARIOUS HEALTH DAYS,<br />CONDUCTING INTERVIEWS OF SPECIALISTS ON VISUAL MEDIA<br />INFORMATIVE AND INTERACTIVE WEBSITE, PRINTING <br />MAKING READILY AVAILABLE VARIOUS EMERGENCY OR APPOINTMENT NUMBERS <br />
  23. 23. DIFFERENCE OF HOSPITAL MARKETING STRATEGIES IN INDIA VIS A VIS THE WEST<br />
  24. 24. FORECASTS<br />SPEND FOUR TO FIVE PER CENT OF THEIR REVENUE ON MARKETING. <br />CONTENT RICH, INTERACTIVE, USER FRIENDLY WEBSITES <br />
  25. 25. SWOT ANALYSIS<br />STRENGTHS<br />NATURAL AND CULTURAL DIVERSITY<br />DEMAND – SUPPLY GAP<br />GOVERNMENT SUPPORT<br />INCREASE IN MARKET SHARE<br />WEAKNESSES<br />POOR SUPPORT INFRASTRUCTURE<br />SLOW IMPLEMENTATION<br />SUSCEPTIBLE TO POLITICAL EVENTS<br />
  26. 26. OPPORTUNITIES<br />RISING INCOME<br />OPEN SKY BENEFITS<br />THREATS<br />FLUCTUATIONS IN INTERNATIONAL TOURIST ARRIVAL<br />INCREASING COMPETITION<br />
  27. 27. CHALLENGES<br />SHORTAGE OF SKILLED EMPLOYEES<br />RETAINING QUALITY WORKFORCE<br />INTENSE COMPETITION AND IMAGE OF INDIA<br />CUSTOMER EXPECTATIONS<br />HUMAN RESOURCE DEVELOPMENT<br />
  28. 28. HOSPITALITY - FORECAST<br />TO BOOST THE GROWTH OF TOURISM GOVT. WILL INVEST RS. 520 CRORE<br />FACTORS WHICH ACCOUNT FOR FURTHER GROWTH OF TOURISM ARE:<br />CHANGE IN STANDARDS OF LIVING<br />MORE DISPOSABLE INCOME<br />BETTER EDUCATION<br />LONG LEISURE TIME<br />AGING POPULATION<br />
  29. 29. “Hospitality <br />should have no other nature<br /> than love”<br />
  30. 30. SUBMITTED BY:<br /><ul><li> DEEPAK VERMA</li>

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