539144 634208886841618750

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539144 634208886841618750

  1. 1. MARKETINGAPPLICATION AND PRACTICES
  2. 2. SERVICE MARKETING HOTEL INDUSTRYPRESENTED BY----------VIBHA ARORA 07SANDEEP KAUR BATH 11MEGHA BAVISHI 12MUGDHA BHATT 15NAINA HINGHER 32DISHA KACKER 40VIDHI MALHOTRA 53
  3. 3. SERVICE MARKETING
  4. 4. SERVICE MARKETINGINTRODUCTION TO SERVICE MARKETING Services marketing is marketing based on relationship and value. It may be used to market a service or a product. 7 P’s Use is inseparable. Services do not possess material form.
  5. 5. INTRODUCTION TO HOTELINDUSTRY
  6. 6. HOTEL INDUSTRY DefinitionA hotel is an establishment that providespaid lodging on a short term basisA hotel is defined by British law as the place where a bona fide 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. Hence, a hotel must provide food and shelter and has, in 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.
  7. 7. Introduction Linked to the tourism industry Helps to boost travel & tourism Business Travel is included• Demand –supply gap in star category hotels• Opportunity for investment for Indian and over seas players
  8. 8. CLASSIFICATION
  9. 9. MOTEL DefinitionA motel (Motor Hotel) is a hotel which is for a short stay, usually for a night, for motorists on long journeys. It is built conveniently close to major roads and intersections.
  10. 10. DIFFERENCE BETWEEN HOTEL AND MOTEL Definition Location Restraunts and eating Pricing Facilities Appearance Duration
  11. 11. CLASSIFICATION OF HOTEL MARKET SEGMENT• Economy / limited services hotels• Mid Market Hotels• All suite Hotels• Time share Hotels• Executive Hotels• Luxury / Deluxe Hotels
  12. 12. CLASSIFICATION According to Size Small Hotels (150 rooms) Medium Hotels (up to 299 rooms) Large Hotels (up to 600 rooms) Extra Large Hotels (above 600 rooms)
  13. 13. CLASSIFICATION Level of Services World Class Services Mid Range Services Economy / Limited Services Hotels
  14. 14. CLASSIFICATION Ownership and Affiliation Independent Hotel Chain Hotels Franchisee Hotels
  15. 15. CLASSIFICATION According to Star One Star (*) Two Star (**) Three Star (***) Four Star (****) Five Star (*****) Five Star Deluxe (*****deluxe)
  16. 16. 5 star hotel facilities – ITC 24 hour Services : Business Centre Concierge Services Doctor on call Duty Manager
  17. 17. 5 star hotel facilities – ITC In-Room Dining Laundry and Pressing 4 Restaurants, a Lounge and a Bar Art Gallery Baby Sitting Service Beauty Salon Boardrooms and Meeting rooms Broadband and Wi-Fi internet access (chargeable)
  18. 18. 5 star hotel facilities – ITC Car and Limousine Hire Service Concierge Courier Service Daily Shuttle to South Mumbai Express Laundry Service Florist Foreign Currency Exchange Gymnasium
  19. 19. 5 STAR HOTEL FACILITIES- ITC In-Room electronic laptop compatible safes International Satellite television channels Night Club Outdoor Parking available Outdoor Swimming pool Power adapters upon request Private Bar ( Mini bar) Shopping Arcade The Spa Tour Guides
  20. 20. Future Potential & Growth World Tourism Organisation (WTO) - International tourist inflow in India by 2020 would be 10 m Tourist influx to grow at a CAGR of 6.5% for the next 14 yrs Expected share of world tourism: 1.5% by 2010 Untapped domestic tourist potential Commonwealth Games in New Delhi in 2010 Medical Tourism Rural Tourism Wildlife Tourism
  21. 21. Demand Supply Gap Demand Supply Gap for 2012– 1,50,000 rooms  Supply – 1,10,000 rooms  Demand – 2,60,000 rooms Demand Supply Gap – 60,000  Supply - 90,000 rooms  Demand – 1,50,ooo roomsAmple scope for Indian and global players to set up new projects
  22. 22. Perceptual brand mapping of Indian hotels
  23. 23. SWOT Strengths Diversity Demand-Supply gap Government Support Market Share
  24. 24. SWOT Opportunities Open Sky Rising Income
  25. 25. SWOT Weakness Poor Infrastructure Slow Implementation Susceptible to political Events
  26. 26. SWOT Threats Fluctuation Increasing Competition
  27. 27. INTRODUCTION TO ITC HOTEL
  28. 28. Introduction to ITC hotels ITC Limited entered the hotels business in 1975 ITC hotels currently owns and operates 100 hotels in 75 destinations Indias second largest hotel chain They show our heritage The group today operates under different brands:  ITC Luxury Collection Hotels  WelcomHotel Sheraton Hotels  Fortune Hotels  WelcomHeritage Hotels  WelcomeEnviron
  29. 29. ITC Hotel Properties ITC Hotel Maurya Sheraton & Towers, New Delhi ITC Hotel Grand Maratha Sheraton & Towers , Mumbai ITC Hotel Sonar Bangla Sheraton, Kolkata ITC Hotel Grand Central, Mumbai ITC Hotel Windsor Sheraton & Towers, Bangalore ITC Hotel Kakatiya Sheraton & Towers, Hyderabad ITC Hotel Park Sheraton & Towers , Chennai WelcomHotel Rajputana Palace Sheraton , Jaipur WelcomHotel Chola Sheraton, Chennai WelcomHotel Mughal Sheraton, Agra WelcomHotel, New Delhi WelcomHotel Rama International , Aurangabad WelcomHotel , Vadodara (through associate company) WelcomHotel , New Delhi WelcomHotel Grand Bay, Visakhapatnam
  30. 30. MARKETING MIX
  31. 31. Marketing mix – Product(services offered) Room bookings – Eva, business, executives, disabled Butler service Wi-Fi internet SPA & Swimming pool Meeting rooms/ Conference rooms/ Board rooms Restaurants & Bars Meetings and Events/ Luxury events
  32. 32. Marketing mix - Promotion Promotion through FMCG goods Internet Media reports and media releases Concept promotion Customers Social service projects Travel assistants Hotel directories
  33. 33. Marketing mix - People Receptionists Bell boys Laundry servicemen Butlers Room service Chauffers Managers Cleaners Assistants for guests Chefs Waiters etc
  34. 34. Marketing mix - Place Strategic Locations Metropolitan cities Business hubs Tourist places Heritage areas Upcoming areas
  35. 35. CAPACITY AND DEMAND
  36. 36. Capacity and demandCapacity(ITC Grand central, Parel, Mumbai) 242 guest rooms and suites Arranging tours for guests(Around 400 people in a day) 24-hour Butler service for all 242 rooms(optimum capacity – 30 rooms at a time) Grand ballroom – 400 to 750 guests at a time 5 conference halls 6 restaurants which can cater roughly 430-500 people at a time viz Kebabs and Kurries, Hornby’s Pavilion, Shanghai Club, Dublin, Frederick’s Lounge and The Point of View.
  37. 37. Capacity and demand The flow of customers is stable but it dips a bit in the rainy season Generally if the customers exceed the capacity then they are given suggestions to go to other ITC properties If the customers want the same area then other hotels nearby are indirectly suggested(eg. Oberoi trident, Taj, Grand hyatt eyc)
  38. 38. SERVICE QUALITY
  39. 39. Service quality Hospitality Materialattributes – food, toiletries, complimentary goods etc Time management – efficiency in service Communication Presentation
  40. 40. CONSUMER BEHAVIOUR AND PERCEPTION
  41. 41. CONSUMER BEHAVIOUR AND PERCEPTIONBehaviour(Why customers go?) Disposable money Class/ Status Image of ITC as an excellent brand Luxury expectations References received Personal liking
  42. 42. CONSUMER BEHAVIOUR AND PERCEPTIONTypes(Who goes?) Business class Executives Tourists Local people Party goers Study groups Work groups
  43. 43. CONSUMER BEHAVIOUR AND PERCEPTIONPerception(What do consumers expect/feel?) Excellent conditions High class treatment Effective time management Value for money Rise in social status Safety & Security Hygiene
  44. 44. Thank You

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