Service marketing - hotel industry

1. Welcome to the
marvelous attraction
of charming
Sri Lanka…..

2. Introduction
 Core product and supplementary services analyzing
 Positioning and positioning strategies identification of
selected services
 Perceptual map analysis
 Important attributes and determinant attributes
identification
 Perceptual map developing with determinant attributes
 Identifying above sections through the Hotel service

3. Core product and
supplementary service
 Core service is which deliver the consequences expected
by the customer justifying the associated real or nominal
charges as the core product.
 Supplementary services either facilitate the use of the
core service or enhance it. Facilitating or support
services are taken for granted by customers who expect
these to be bundled with the core service and not be
additionally charged.

4. Core product and
supplementary service

5. Supplementary service
Facilitating Services
 Information
 Order Taking
 Billing
 Payment
Enhancing services
 Consultation
 Hospitality
 Safekeeping
 Exceptions

6. Paradise Island

7. Tourism industry in
Sri Lanka
 Tourism industry becomes key money spinner in Sri
Lankan economy because spending on tourism and
hotels is closely related to the economic cycle and
certainly spending on leisure activities such as holidays
tends to be one of the first things that consumers cut
back in times of economic hardship.
 Sri Lanka is also a paradise Island with attractive
destinations to fulfilling tourist’s expectation with
delight.
 Hotel and tourism industry is growing industry in Sri
Lanka from last decade.

8. Selected service firm

9. Heritance Kandalama
 It is nestled in the tranquil surrounding of nature in a
remote area bounded to the north by the Kandalama
man made tank and the south by mountainous spine
that runs from central mountains of the island and it
is flanked by two UNESCO world heritage sites as
the Dambulla and the Sigiriya rock fortress.
 It is an attractive art work of Geoffrey Bawa and
incorporating by Aitken Spence (Pvt) Ltd.

10. D:Aitken Spenceheritance_kandalamaindex.html
Heritance Kandalama

11. Core product analysis of
Heritance Kandalama
Core Product
Guest rooms or compartments
 Superior Room
 Luxury Room
 Deluxe Room
 Luxury Suite
 Royal Suite

12. Supplementary service analysis
of Heritance Kandalama
 Facilitating services
Information Order Taking Billing Payment
Direction to service
site, Library
Tours and
excursions desk,
Radio, Scheduled
service hours, Price
& Reminders
Reservations,
Applications,
Bicycles on
rent,
Writing table
& comfortable
couch
Self-billing,
VISA cards,
Verbal
statements,
Machine
display &
Invoices
Foreign
currency
exchange &
Self –
services

13. Supplementary service analysis of
Heritance Kandalama
 Enhancing services
Consultation Hospitality Safekeeping Exceptions
Tutoring, hour
room service,
Mini bar
& Doctor on
call etc.
Greeting,
Valet
parking &
Wheel chair
Eco toilets,
Porter
service &
Closet
accessible
for
bathroom
Water polo , Boat
Rides, Babysitting,
Children's menus,
Conference Centre
(“Kathikawa”)
Gym, Internet, Spa &
Shopping arcade etc.

14. Heritance Ahungalla as a
competing firm
 Both hotels are incorporate by one corporation named
Aitken Spence (Pvt) Ltd which is number one blue chip
company in Sri Lanka.
 And also both hotels are architected by the one person
named Geoffrey Bawa next to water concept (As it
proofing Heritance Kandalama is in next to the
Kandalama man made take and Heritance Ahungalla is
near to attractive sea shore.)

15. Heritance Ahungalla as a
competing firm
 But in here as a competition there is a significant
concept as blue and green(Heritance Kandalama is
positioning as a green concept with using Minnariya
national park and Heritance Ahungalla is positioning
with attractive sea line in southern Sri Lanka)
 Visiting Sri Lanka to get there vacation experience
with beach. Therefore this situation is creating
competition to Heritance Kandalama.

16. Heritance Ahungalla as a
competing firm
 Might be a strategic decision of the corporate firm to attract
another segment that is ignoring the Heritance Kandalama.
 But once there been as a customer who must need luxury five
star experiences. Then he will choose the hotel in considering
luxury service. And he also likes to the sea area but his most
important expectation is the luxury service. But once there is
the hotel with same luxury five star experiences in sea side as
the Heritance Ahungalla definitely that customer moving to
the competitive firm.
 Corporate company brands may be inter competitive.

17. Heritance Ahungalla
 Heritance Ahungalla is a five star luxury hotel located on 15
acres of beachfront on Sri Lanka’s southwest coast with
relaxing beach holiday on a river safari along the Madu
Ganga visit the Kosgoda turtle hatchery or take in the culture
and history of Galle and Sri Lanka’s coastal villages.
 There is step on to endless pristine white beaches, feel the
caress of the salt spray breeze and the tropical sun to skin,
wade into the warm ocean shallows and it soul blend with
infinity.

18. D:Aitken Spenceheritance_Ahungallaindex.html
Heritance Ahungalla

19. Core product analysis of
Heritance Ahungalla
Core Product
Guest rooms or compartments
 Deluxe Rooms
 Luxury Rooms
 Luxury Suites
 Suites

20. Supplementary service analysis
of Heritance Ahungalla
 Facilitating services
Information Order Taking Billing Payment
TVs with satellite,
Tour Desk
Library, Direction to
service site,
Scheduled service
hours, Price
Reminders &
Reservations,
Applications
& Driver's
Quarters
Self-billing,
VISA cards,
Verbal
statements,
Machine
display &
Invoices
Foreign
currency
exchange &
Self -
services

21. Supplementary service analysis of
Heritance Ahungalla
 Enhancing services
Consultation Hospitality Safekeeping Exceptions
Tutoring,
Telephone ,24
hour room
service, Mini
bar
& Doctor on
call
Greeting,
Valet
parking &
Wheel chair
Eco Toilets,
Porter
service, Life
Guard and
Jacuzzi,
Danger Flag
System &
digital safe
Public beach access,
Conference and
business center
facilities, Mini bar,
Beauty Salon, Baby
Sitting Services,
Postal Service &
Wireless Internet

22. Analyzing difference of Core product
between Heritance Kandalama and
Heritance Ahungalla
 Guest rooms or compartments of Heritance Kandalama
(Luxury Room, Deluxe Room, Luxury Suite & Royal
Suite)
 Guest rooms or compartments of Heritance Ahungalla
(Deluxe Rooms, Luxury Rooms, Luxury Suites & Suites)
 There is some difference between each core product
with bathroom adjustment. And also the rooms of
Heritance Kandalama feels as a large green area and in
Heritance Ahungalla feel as alone in a sea.

23. Analyzing difference supplementary
service between Heritance Kandalama
and Heritance Ahungalla
 Facilitating Services
There is no considerable difference of facilitating supplementary
services of the Heritance Kandalama and Heritance Ahungalla.
And also Heritance Ahungalla is providing driver’s quarters.
 Enhancing services
It has important services as water polo and boat rides in
Heritance Kandalama and private beach access in Heritance
Ahungalla. There is considerable differences is mainly occurring
from enhancing services because it is a major part to attract more
and more customers over from competitors.

24.  Green and blue competition
SM2.dat
Positioning

25. Positioning strategies of
Heritance Kandalama
 Green view
 Windy environment next to Kandalama tank
 Wild animal view
 Unshakable atmosphere
 Five star luxury experience
 Effective hospitality service
 Value for money
 Suburban area and metropolitan area
 Attractive exterior and interior arrangement
 Delicious Sri Lankan traditional foods

26. Positioning strategies of
Heritance Ahungalla
 Blue water and Sea view
 Sun bathing
 Easy access location
 Five star luxury experience
 Greater service
 Evening beach activities
 Attractive exterior and interior arrangement
 Good climate
 High range of food variety with different menus
 Friendly staff

27. Evaluation of positioning strategies of
Heritance Kandalama and Heritance
Ahungalla
 According to the identification of positioning strategies of
Heritance Kandalama and Heritance Ahungalla it shows
both firms are delivering five star luxury services.
 But the main concept of the two hotels is different.
Heritance Kandalama is showing green concept with using
Kandalama tank and specially the wildlife in forest. And in
other hand Heritance Ahungalla is following concept as
blue with using beach location.

28.  As the identification of positioning strategies of both
competitive hotels which are managing through one blue
chip corporation named Aitken Spence is following two
positioning concept to attract different customer segments.
In simply it is blue and green.
 That means Heritance Kandalama has green full location
with showing Sri Lankan metropolitan concept. And also
Heritance Ahungalla has attractive beach location to cater
the customers who are more favorable to sea side.
Evaluation of positioning strategies of
Heritance Kandalama and Heritance
Ahungalla

29. Heritance Kandalama and
Heritance Ahungalla with others
High Price
High
Quality
Low
Quality
Low Price
Heritance
Ahungalla
Heritance
Kandalama

30. Important attributes and
determinant attributes of services
 Important attributes are the features or benefits a
product must possess for a consumers to consider it a
possible suitable choice to their purchase decision.
 Most determinant attributes usually fall under specific
categories such as quality and service. All determinant
attributes are measurable within an organization.
 Ex: Air line service Safety and air hostess or cabin
crew attraction

31. Perceptual map analyzing with using
determinant attributes
Metropolitan
GreenBlue
Suburban
Heritance
Ahungalla
Heritance
Kandalama
Location

32. Perceptual map analyzing with using
determinant attributes
High Travel distance
High of
facilities
Low of
facilities
Low Travel distance
Heritance
Ahungalla
Heritance
Kandalama
Travel distance
and Infra
structure
facilities

33.  Core and supplementary analyzing based on luxury hotels in Sri
Lanka.
 Heritance Kandalama and Hesitance Ahungalla
 Heritance Kandalama and Hesitance Ahungalla are also can
consider as a competitive firms.
 The positioning as green and blue.
 Determinant attributes are giving idea to the way of positioning.
 Service firms positioning way is depending by the supplementary
service because it is the more important as same as core product.
Conclusion

34. End…………
Thank you......