The document provides information about service marketing in the hotel industry. It discusses the introduction to service marketing and key concepts like the 7 Ps. It then covers the hotel industry, including definitions and classifications of different types of hotels like motels. The document outlines facilities provided by 5-star hotels like ITC hotels. It discusses the marketing mix of product, promotion, people and place for hotels. Other sections cover capacity and demand management, service quality, and consumer behaviour and perceptions in the hotel industry.

1. MARKETING
APPLICATION AND
PRACTICES

2. SERVICE MARKETING
HOTEL INDUSTRY
PRESENTED BY----------
VIBHA ARORA 07
SANDEEP KAUR BATH 11
MEGHA BAVISHI 12
MUGDHA BHATT 15
NAINA HINGHER 32
DISHA KACKER 40
VIDHI MALHOTRA 53

3. SERVICE MARKETING

4. SERVICE MARKETING
INTRODUCTION 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. INTRODUCTION TO HOTEL
INDUSTRY

6. HOTEL INDUSTRY
 Definition
A hotel is an establishment that provides
paid lodging on a short term basis
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 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. 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. CLASSIFICATION

9. MOTEL
 Definition
A 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. DIFFERENCE BETWEEN HOTEL
AND MOTEL
 Definition
 Location
 Restraunts and eating
 Pricing
 Facilities
 Appearance
 Duration

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. 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. CLASSIFICATION
Level of Services
 World Class Services
 Mid Range Services
 Economy / Limited Services Hotels

14. CLASSIFICATION
Ownership and Affiliation
 Independent Hotel
 Chain Hotels
 Franchisee Hotels

15. CLASSIFICATION
According to Star
 One Star (*)
 Two Star (**)
 Three Star (***)
 Four Star (****)
 Five Star (*****)
 Five Star Deluxe (*****deluxe)

16. 5 star hotel facilities – ITC
 24 hour Services :
 Business Centre
 Concierge Services
 Doctor on call
 Duty Manager

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

22. Perceptual brand mapping of Indian hotels

23. SWOT
Strengths
 Diversity
 Demand-Supply gap
 Government Support
 Market Share

24. SWOT
Opportunities
 Open Sky
 Rising Income

25. SWOT
Weakness
 Poor Infrastructure
 Slow Implementation
 Susceptible to political Events

26. SWOT
Threats
 Fluctuation
 Increasing Competition

27. INTRODUCTION TO ITC HOTEL

28. Introduction to ITC hotels
 ITC Limited entered the hotels business in 1975
 ITC hotels currently owns and operates 100 hotels in 75
destinations
 India's 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. 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. MARKETING MIX

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. Marketing mix - Promotion
 Promotion through FMCG goods
 Internet
 Media reports and media releases
 Concept promotion
 Customers
 Social service projects
 Travel assistants
 Hotel directories

33. Marketing mix - People
 Receptionists
 Bell boys
 Laundry servicemen
 Butlers
 Room service
 Chauffers
 Managers
 Cleaners
 Assistants for guests
 Chefs
 Waiters etc

34. Marketing mix - Place
 Strategic Locations
 Metropolitan cities
 Business hubs
 Tourist places
 Heritage areas
 Upcoming areas

35. CAPACITY AND DEMAND

36. Capacity and demand
Capacity(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. 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. SERVICE QUALITY

39. Service quality
 Hospitality
 Materialattributes – food, toiletries,
complimentary goods etc
 Time management – efficiency in service
 Communication
 Presentation

40. CONSUMER BEHAVIOUR AND
PERCEPTION

41. CONSUMER BEHAVIOUR AND
PERCEPTION
Behaviour(Why customers go?)
 Disposable money
 Class/ Status
 Image of ITC as an excellent brand
 Luxury expectations
 References received
 Personal liking

42. CONSUMER BEHAVIOUR AND
PERCEPTION
Types(Who goes?)
 Business class
 Executives
 Tourists
 Local people
 Party goers
 Study groups
 Work groups

43. CONSUMER BEHAVIOUR AND
PERCEPTION
Perception(What do consumers expect/feel?)
 Excellent conditions
 High class treatment
 Effective time management
 Value for money
 Rise in social status
 Safety & Security
 Hygiene

44. Thank You