1. FINAL PROJECT
Direct marketing strategy of regent plaza
Submitted To:
Mr. Aamir Iqbal.
Submitted By:
Mohammad Arif Patel (1511-313-003)
BBA Department
Submission Date:
17th August, 2016.
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LETTER OF APPROVAL
Date: 27/6/2016
Dear Arif Patel
Thank you for your interest in research on “DIRECT
MARKETING STRATEGY OF REGENT PLAZA” and evaluation of your
research. I have decided to approve it. So you are going start your work
on it. It’s your wish to present purpose in front of your class mate and
teachers then we can discuss the detail research. You can contact us if
you have any kind of problem or arise with difficulty but during the
university timing.
I hope to hear from you soon that I completed my project on date again.
Thank you for your proposal and I look forward to work with you
Your sincerely
Mr. Aamir Iqbal
PROJECT SUPERVISOUR
_______________________
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LETTER OF AUTHORIZATION
Mohammad Arif Patel
1511-313003
PRESTON UNIVERSITY
Main campus, Karachi
Dear Fellow,
Please Refer to Your Initial Proposal for Undertaking the Study on
“DIRECT MARKETING STRATEGY OF REGENT PLAZA” Of
Subsequent Mentions and Discussions the initial Proposal Was
Finalized. Kindly Initiate The Study On The Finalized Terms Of
Reference. (TOR)
_________________
SIR AAMIR IQBAL
(SUPERVISOR)
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LETTER OF TRANSMITAL
SIR AAMIR IQBAL
PROJECT SUPERVISOR
PRESTON UNIVERSITY
MAIN CAMPUS, KARACHI
Respected Sir,
We are Submitting Our Final Project Report On “DIRECT
MARKETING STRATEGY OF REGENT PLAZA”. As Per Your Advice
The Project Includes Literature Survey And Testing of Data Analysis And
Conclusion.
We are Grateful to Your Guidance without Which This Task
Could Have Not Been completed.
YOUR’S OBEDIENTLY
Mohammad Arif Patel
1511-313-003
___________________
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TABLE OF CONTENTS
Content Page#
Acknowledgements 4
Executive Summary 5
Introduction 8
Mission and Vision Statements 9
Brief History of RPHCC 10
Current Marketing Strategies 16
Performance Measurement and Evaluation 19
Tools and Techniques Followed 21
Proposed Performance Standards 23
Implications of Proposed Standards 27
Conclusion 31
References 32
Annexure 33
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ACKNOWLEDGEMENTS
First of all, we are grateful to Almighty Allah for the good health and well-being that were
necessary to complete this report.
We take this opportunity to express gratitude to Mr. Shaikh Khalid Ahmed, Executive
Manager Sales, Regent Plaza Hotel and Convention Centre, Shahrah-e-Faisal, Karachi, for
histime and his valuable comments, because of which we were able to finish this project.
We are also grateful to Mr. Aamir Iqbal, our facilitator, for sharing his expertise, and sincere
and valuable guidance, and encouragement extended to us.
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EXECUTIVE SUMMARY
Direct marketing is the specific targeting of a person or a company with the objective of
selling a product, generating new business, or raising the profile of an organization or
product. It is a type of advertising campaign that seeks to bring about an action (such as an
order, a visit to a store or Web site, or a request for further information) from a selected
group of consumers in response to a communication from the marketer.
We, being direct marketers, have focused upon Regent Plaza Hotel and Convention Centre
(RPHCC) - a services provider. We have worked through some ups and downs to accurately
carry out the performance measurement and evaluation of marketing department of Regent
Plaza by studying the effects of its current direct marketing strategies on its overall
performance. Broadly saying, we have used a quantifiable indicator to assess how well
Regent Plaza is achieving its desired objectives with the help of direct marketing, and we
have then carried out rigorous analysis of completed and ongoing activities of Regent
Plaza’s marketing department which determine or support management accountability,
effectiveness, and efficiency in achieving the goals of RPHCC.
The Regent Plaza used to be Taj Mahal Hotel Karachi, and later it was Holiday Inn Crowne
Plaza Hotel. However, now it is under its own management and is called Regent Plaza Hotel
& Convention center Karachi.
Regent Plaza Hotel & Convention Centre is very ideally located in the heart of the Karachi,
for either business or leisure, strategically positioned within walking distance of the City
Centre as well as major shopping malls. It features 413 rooms and extensive conferencing
facilities. The Hotel also boasts two tempting restaurants; a Coffee shop serves round the
clock, a well-equipped fitness center, tennis courts, spa, secretarially maintained business
center, and sun-drenched outdoor swimming pool.
According to Mr. Shaikh Khalid Ahmed, Regent Plaza Hotel and Convention Centre is using
a number of strategies in order to make its business flourish. Some of the crucial points
observed during the interview regarding the direct-marketing strategies of Regent Plaza
Hotel and Convention Centre include E-mail as a main direct response media, along with
telephone calls and SMS. During the interview, it came into clarity that the target market of
Regent Plaza consists of the corporate elites and other cream of the crop members of the
society. It was said that as the market of Pakistan consists of Protocol Culture, hence, direct
marketing is really affective in business whilst serving the business, and also its purpose.At
another point, it was uncovered that the main reason RPHCC focuses on E-mails, rather
than SMS, is due to the fact that SMS are not an acceptable means of authentic offerings,
and cannot be legally challenged in the court.
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According to Mr. Ahmed, fax is also used as a direct-response media, but it is used scarcely.
Fax is only used on a scale of 1-2%, and it is a means of communication only with
governmental departments or authorities, because they need quick responses in written
formats, apart from E-mails.
The reason for using Direct Marketing was outlined as the protocol culture of Pakistan. One
reason for not opting other media for marketing was pointed out being the recent law and
order situation of Karachi. Mr. Ahmed specified that during the recent, rather unstable, law
and order situation of Karachi has driven other marketing media out of the trend for such
service providers.
The target market of Regent Plaza consists of the corporate sector, and their major clients
include pharmaceuticals, banks, NGOs, oil sector, etc. According to the beliefs of Mr. Shaikh
Khalid Ahmed, there is a season for every segment, every target market. This season refers
to the major season for sales of Regent Plaza. For instance, there are sales conferences,
cycle meetings, quarterly meetings, etc.
In the light of the meeting held with the Executive Manager Sales, Mr. Shaikh Khalid Ahmed,
we have carried out the performance measurement and evaluation of the marketing
department of Regent Plaza Hotel and Convention Centre. Although all the facts discussed
in the meeting cannot be disclosed, but the overall situation can be depicted in the form of
an overall increase in room revenue (increased by 26%) and room occupancy (increased by
6%), as compared to the same period of the last year.
The reason for this surplus isthe increased emphasis on direct marketing techniques, a
focus on E-mails instead of verbal promotions, and, of course, the transformation of
Pakistani economy. The directors of Regent Plaza believe that the recent signing of China
Pakistan Economic Corridor (CPEC) is the major reason for the domestic and foreign
investments in the near future.
The strategies currently being used by RPHCC are yielding positive results, and the output
has increased by a handsome percentage. A number of techniques were used while
collecting information for this report, including some interviews and questionnaire, along with
a solitary phone call. The proposed performance standards include use of social media in
their marketing campaigns, the feedback of customers, e-mails offering rewards to its
customers for identifying potential customers, as well as updating its current website for the
capture of a larger target audience. The implication of all these strategies will be an
increased customer foundation; the basis for every business.
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INTRODUCTION
Direct marketing is the specific targeting of a person or a company with the objective of
selling a product, generating new business, or raising the profile of an organization or
product. It is a type of advertising campaign that seeks to bring about an action (such as an
order, a visit to a store or Web site, or a request for further information) from a selected
group of consumers in response to a communication from the marketer. The communication
itself may be in any of a variety of formats including postal mail, telemarketing, direct e-mail
marketing, and point-of-sale (POS) interactions. Customer response should be measurable:
for example, the marketer should be able to determine whether or not a customer offered a
discount for online shopping takes advantage of the offer.
Focus:
We, being direct marketers, have focused upon Regent Plaza Hotel and Convention Centre
(RPHCC) - a services provider. We have worked through some ups and downs to accurately
carry out the performance measurement and evaluation of marketing department of Regent
Plaza by studying the effects of its current direct marketing strategies on its overall
performance. Broadly saying, we have used a quantifiable indicator to assess how well
Regent Plaza is achieving its desired objectives with the help of direct marketing, and we
have then carried out rigorous analysis of completed and ongoing activities of Regent
Plaza’s marketing department which determine or support management accountability,
effectiveness, and efficiency in achieving the goals of RPHCC.
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MISSION AND VISION STATEMENTS
The mission and vision statement of Regent Plaza is as follows:
“It is our cherished goal to be the industry leader in hotel business by establishing a
complete, unique, distinctive, and truly a five star deluxe hotel complex.
To achieve the above objective and to provide the highest level of satisfaction to our
valued customers, we are constantly engaged and working with a missionary zeal to
bring necessary improvements in our existing facilities, and to excel in offering
efficient and quality services to them.
We are also committed to maintain the highest level of International hotel standards,
which will add to the glory and prestige of the country, and promote tourism.”
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BRIEF HISTORY OF RPHCC
History:
The Regent Plaza used to be Taj Mahal Hotel Karachi, and later it was Holiday Inn Crowne
Plaza Hotel. However, now it is under its own management and is called Regent Plaza Hotel
& Convention center Karachi.It was developed by Pakistan Hotels Developers Limited in
1979 as a private limited company. In 1981, it was converted to a public limited company,
and is registered in Lahore and Karachi Stock Exchanges of Pakistan.
Current Status:
Regent Plaza Hotel & Convention Centre is very ideally located in the heart of the Karachi,
for either business or leisure, strategically positioned within walking distance of the City
Centre as well as major shopping malls. It features 413 rooms and extensive conferencing
facilities. The Hotel also boasts two tempting restaurants; a Coffee shop serves round the
clock, a well-equipped fitness center, tennis courts, spa, secretarially maintained business
center, and sun-drenched outdoor swimming pool.
Regent Plaza Hotel & Convention Centre Karachi has a truly unique view of the exciting
urban tradition from the spacious and luxurious guestrooms, and its various state of the art
facilities. At this amazing one and only location, it providesits guests with top class lodging,
quality dining, Spa with wide range of programs, full blown convention facility & service,
wedding services, and most importantly a refined and sincere hospitality.
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Accommodations:
The hotel has refurbished rooms in which every detail has been considered to make the
guests’ stay particularly pleasant. All rooms are equipped with state-of-the-art television with
remote control, personal safes, and sockets for personal computers. The writing desk is
specially designed to have more workspace and additional lighting for business travelers.
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Restaurants:
RPHCC has an all-day dining restaurant. Decorated in a modern style, it has retained an
ambiance of ethnic Pakistan, but has an electric menu with continental and Pakistani
delicacies, apart from the regular fast food offerings, and a place most suitable for friends to
meet informally and enjoy mouthwatering snacks, shakes and homemade ice creams.
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Banquet Halls:
The banquet halls of Regent Plaza are among the most sought after in the city. They have a
proud track record of successfully arranging diverse events including conventions,
conferences, meetings, lectures, get-togethers, seminars, workshops, stage shows,
exhibitions, fashion shows, weddings, receptions, and dinners & dance parties. Their quality
services like specialty lines, lighting entertainment, hand-carved centerpieces, decorating
services, floral designs, etc. make them a distinctive choice. They also have an extensive
selection of up-to-date sounds, lighting and audio-visual equipments, along with well- trained
technicians, to make the events memorable and one-of-a- kind.
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Recreation:
The state of the art equipments placed in RPHCC allow its guests to churn out the fatigue of
the day, feel fresh and light after a long and hard day’s work, step into the warm Jacuzzi and
experience the ultimate luxury, drain their fatigue and brighten up for the evening, take a dip
in the pool, swim laps to keep fresh and fit, order a cool soothing drink or a snack and enjoy
the tranquility of the surroundings.
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CURRENT MARKETING STRATEGIES OF RPHCC
According to Mr. Shaikh Khalid Ahmed, Regent Plaza Hotel and Convention Centre is using
a number of strategies in order to make its business flourish. Some of the crucial points
observed during the interview regarding the direct-marketing strategies of Regent Plaza
Hotel and Convention Centre are as follows:
i. Direct-Response Media
During the interview conducted by our group, it was revealed that although RPHCC is a
service provider, yet it does believe in direct marketing strategies. The focal direct response
media used by RPHCC is E-mail. Although telephone calls and SMS are also used by
RPHCC, but the trusted form of direct communication are E-mails. When it was inquired, the
manager revealed that E-mail is more authentic as all the offerings are jotted down in writing.
According to him, in commercial and corporate sector, only authenticated written material is
valued, as compared to verbal offerings and stuff.
At another point, it was uncovered that the main reason RPHCC focuses on E-mails, rather
than SMS, is due to the fact that SMS are not an acceptable means of authentic offerings,
and cannot be legally challenged in the court.
According to Mr. Ahmed, fax is also used as a direct-response media, but it is used scarcely.
Fax is only used on a scale of 1-2%, and it is a means of communication only with
governmental departments or authorities, because they need quick responses in written
formats, apart from E-mails.
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ii. Direct Marketing- Serving Business and Its Purpose
During the interview, it came into clarity that the target market of Regent Plaza consists of
the corporate elites and other cream of the crop members of the society. It was said that as
the market of Pakistan consists of Protocol Culture, hence, direct marketing is really affective
in business whilst serving the business, and also its purpose.
When interrogated about the basic purpose of their business, Mr. Ahmed repeated the words
of Peter Drucker, an Austrian-born American management consultant, educator, and author,
and said that,
“If we want to know what a business is, we have to start with its purpose. And the
purpose must lie outside the business itself. In fact, it must lie in society, since a
business enterprise is an organ of society. There is only one valid definition of
business purpose: to create a customer.
The customer is a foundation of a business and keeps it in existence. The customer
alone gives employment. And it is to supply the customer that society entrusts
wealth-producing resources to the business enterprise.”
When asked whether their current direct marketing campaigns were fulfilling this purpose or
not, it was disclosed that yes, the current direct marketing strategies are fully satisfying this
perseverance of creating and retaining customers.Through E-mails, telephone calls, and
some sparing SMS, the current customer base of RPHCC has increased satisfyingly since
the last few years.
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iii. Ways Other Than Direct Marketing
When requested to specify ways other than direct marketing which might aid their business
to flourish, it was told that direct marketing is a service’s best hope of marketing, especially
in 5-star hotels’ sector. When asked about the reason, Mr. Ahmed replied that in Karachi,
there are only five to six well-known hotels, Regent Plaza included. In contrast, the
population of Karachi is almost 20 million. Out of these 20 million, hardly 5-7% of the
population comes under the target market of these five-star hotels, and these customers
know fully well about their needs and their options.
One other reason for not opting other media for marketing was pointed out being the recent
law and order situation of Karachi. Mr. Ahmed specified that during the recent, rather
unstable, law and order situation of Karachi has driven other marketing media out of the
trend for such service providers.
It was also discussed that there are no proper marketing departments in service-providing
organizations such as Regent Plaza itself. Rather, there are sales departments which drive
marketing campaigns. The marketing managers usually report to the head of sales, who in
turn plans the events and calendars of the organization. Then, the marketing manager
carries out the necessary steps for achieving those ends. It was told to us that in all other
sectors, marketing drives sales i.e. the sales of a brand depends upon its marketing, but it is
inverse for Regent Plaza. Its sales drive marketing, and hence, its goals are achieved.
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iv. Target Market and the Role of Direct Marketing
The target market of Regent Plaza consists of the corporate sector, and their major clients
include pharmaceuticals, banks, NGOs, oil sector, etc. According to the beliefs of Mr. Shaikh
Khalid Ahmed, there is a season for every segment, every target market. This season refers
to the major season for sales of Regent Plaza. For instance, there are sales conferences,
cycle meetings, quarterly meetings, etc.
When questioned about the impact of direct marketing on these customer segments, we
came to know that it is due to direct marketing that the above-mentioned customers prefer
Regent Plaza over its competitors like Pearl Continental Hotel, Avari Towers, Moevenpick
Hotel, Marriot Hotel, and others of its kind. Mr. Ahmed insisted that the personalized E-mails
make the customers feel privileged and they feel special and honored.
From time to time, direct marketing techniques used by Regent Plaza Management are there
to remind current customers about previous purchases by offering incentives such as,
vouchers and loyalty cards.
At another point, it was phrased that whether it’s on the web, through direct mail or email or
even through social media, if one can’t get the attention of their target audience, they
probably won’t see the results they’re looking for. There are many ways that RPHCC works
to achieve this, but one of the distinct advantages that E-mail can have over other media can
be summed up in a single word, i.e.presence.
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PERFORMANCE MEASUREMENT AND EVALUATION OF
MARKETING SECTION
In the light of the meeting held with the Executive Manager Sales, Mr. Shaikh Khalid Ahmed,
we have carried out the performance measurement and evaluation of the marketing
department of Regent Plaza Hotel and Convention Centre. Although all the facts discussed
in the meeting cannot be disclosed, but the overall situation can be depicted in the form of
the following findings:
The impact of direct marketing strategies on RPHCC has been immense. The
company has witnessed continuous growth in the revenue of almost every profit
center, especially the room revenue (increased by 26%) and room occupancy
(increased by 6%), as compared to the same period of the last year.
Mr. Ahmed was pleased to inform us that they are expecting better performance in
the next three quarters as the economy of Pakistan is growing, creating positive
impact in the hotel industry.
“If we talk in terms of sales, the actual sales have been much higher than the
expected sales due to the vigorous direct marketing carried out during the last
quarter of 2015”, said a very delighted Mr. Ahmed. He continued, “We were
expecting a gross profit of almost PKR 500,000/- for the first quarter of 2016. But
even though the first quarter has not ended yet, the gross profit of Regent Plaza is
sky-high”. When probed further, he was absolutely glad to disclose the figure to be
around PKR 610,000/-. As compared with the gross profit for the last quarter of
2015, it is almost a 28% increase.
The reason for this surplus is, as discussed above, the increased emphasis on direct
marketing techniques, a focus on E-mails instead of verbal promotions, and, of
course, the transformation of Pakistani economy. The directors of Regent Plaza
believe that the recent signing of China Pakistan Economic Corridor (CPEC) is the
major reason for the domestic and foreign investments in the near future.
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The recent growth patterns of RPHCC can be observed in the following graph. It shows the
relationship between the sales (in PKR million), and percentage of room occupancy:
According to the graph made by using the recent financial statements of RPHCC, it is clear
that there has been a dramatic increase in both, sales and the room occupancy rate since
2015.
0
1
2
3
4
5
6
7
2nd Quarter-
2015
3rd Quarter-
2015
4th Quarter-
2015
1st Quarter-
2016
SALES
ROOM OCCUPANCY
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TOOLS AND TECHNIQUES FOLLOWED
The tools and techniques followed by us in order to obtain the required information for this
report were difficult to formulate. Being a part of the hotel industry, we deduced the working
of RPHCC to be quite different from other sectors. It was clear that RPHCC uses direct
marketing in its business to make it succeed, but grasping the whole concept was a bit of a
challenge.
In the end, we settled for making a questionnaire which consisted of carefully formulated
questions, so as to cover most of the aspects of direct marketing as used by RPHCC. We
opted for questionnaire due to the fact that we needed a qualitative, as well as a quantitative
research tool to aid us in our findings. We wanted to have standardized answers to make it
simple for us to compile data for this report. The questionnaire designed by us contained
both, open-ended questions as well as close-ended questions, so as to give us a large
platform to work on.
After successfully completing the questionnaire, we again opted for the method which best
suited and aided our research. We chose one-to-one conversation with the Executive Sales
Manager of Regent Plaza. The reason for choosing only one respondent for our report also
was a strategic decision by us. We did not want to have irrelevant extra information, and we
knew that whatever we wanted to know would be told by Mr. Shaikh Khalid Ahmed.
We interviewed Mr. Shaikh Khalid Ahmed on the premises of Regent Plaza Hotel and
Convention Center. After that, we had a telephonic conversation with Mr. Mahmood Baweja,
the Chief Executive, Regent Plaza. He was out of city, but had very kindly agreed to help us
confirm the statistical facts over the telephone.
Lastly, we took some unstructured interviews from the members of marketing department
present at that time, including Mr. Muhammad Moiz, Mr. Danish Ahmed, Mr. Abdul Muhib,
and Mr. Asad Ansari. These interviews were not recorded, but were conducted only for the
sake of digging deeper into the already presented facts.
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PROPOSED PERFORMANCE STANDARDS
After successfully carrying out the necessary research regarding the marketing department
of RPHCC and the impact of its direct marketing strategies on the business, we have
proposed some performance standards in order to improve the current strategic position of
RPHCC. The addition of following proposed standards ought to add substantial results in the
already existing outcomes:
i. Use of Social Media
Although RPHCC is using direct E-mails, which are a proven source of successful direct
marketing, yet, it also needs to enhance its direct marketing. For doing so, Regent Plaza
must invest in a competitively strong Facebook page, as well as creating its presence on
Twitter, along with many other social sites such as Instagram, Whatsapp, Pinterest, and
other such social sites. At present, it has a presence over Facebook and Twitter, but, it
needs to focus on these two to make them even stronger sources for direct marketing.
The addition of these social media tools to their marketing portfolio is crucial as these
days most of the people rely on social media as a source of authentic information.
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ii. Guest Reviews and Ratings
In order to successfully acknowledge the responses of its customers, RPHCC must work to
gather the reviews and ratings of its guests. Customer feedback is an important tool to
measure one’s performance after the implementation of direct marketing strategies. Hence,
Regent Plaza ought to invest in a Review Monitoring Software, so that its customers can
easily give their feedback to the services and current performance standards of RPHCC.
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iii. “Reward Offered” E-mails
RPHCC can try another tool of direct marketing through its already working e-mail channels.
It can send “Reward Offered” e-mails to its most senior and loyal customers, which will state
that if they send RPHCC the names of some of their senior friends, which might be the
potential customers of Regent Plaza,then,RPHCC will contact those friends about becoming
their customers. If the friends book a room with RPHCC, RPHCC will reward its original
customer with 10 percent off his or her next stay at the hotel.
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iv. Website Review
The most important touch-point of any business with its client is its website. Through a
website, a business can directly communicate with its customers what it wants them to know
about. Even though RPHCC has a well-developed website, yet it is lacking few of the finer
points which play an important role in direct marketing. RPHCC needs to put these points
into focus. It may invest the money to make its website a stronger representation of its
brand; create great content, videos, and an all-important opt-in form to capture email
addresses. It must also make sure that it is optimized for the search engines.
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IMPLICATIONS OF PROPOSED PERFORMANCE STANDARDS
After implementing the above-mentioned performance standards, Regent Plaza Hotel and
Convention Centre will be privileged in terms that will increase its customer base
substantially. The upshot of the implementations will be as under:
i. Use of Social Media
As already mentioned above, more and more people are inclined towards using social media
applications like Facebook, Twitter, Instagram, etc. By ensuring its presence on the most
popular social media, RPHCC will confirm that it targets more audience, and hence, its
customer base will increase, which is the main purpose of each and every business.
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ii. Guest Reviews and Ratings
Through customer feedback, RPHCC will get to know what its customers think about its
business and its offerings. By using the comments and suggestions of its guests, it will be
able to improve its services. As a result, its customers will be satisfied, and will be loyal
towards the business. It will be a huge advantage, as loyal customers tend to spread a
positive word-of-mouth among their friends and colleagues. A positive image will attract
potential customers towards the business, making them its regular customers.
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iii. “Reward Offered” E-mails
As a result of “Reward Offered” e-mails, the present and delighted customers will refer the
potential customers to RPHCC and as a result, RPHCC may gain a number of more loyal
customers through this technique. Overall, the basic purpose of the business will be fulfilled
by this practice i.e. increase in customers.
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iv. Website Review
After reviewing its website and making the necessary changes and updates, Regent Plaza
will further have strengthened its most powerful touch point. As a repercussion, its
customers as well as website visitors will be captivatedby the innovations in the website. It
may lead to customer satisfaction, as well as an increase in the existing customer
foundation. It will also allow RPHCC to build awareness amongst its customers regarding its
new services and offerings. It might also help the business to build credibility among its
present and potential customers. Potential investors can also originate through this
technique.
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CONCLUSION
Succinctly, Regent Plaza Hotel and Convention Centre is a five star hotel, situated in the
heart of Karachi city. Its major competitors include Marriot Hotel, Avari Towers, Moevenpick
Hotel, Pearl Continental Hotel, etc. According to Mr. Shaikh Khalid Ahmed, Regent Plaza
Hotel and Convention Centre is using a number of strategies in order to make its business
flourish. It uses E-mail as a main direct response media, along with telephone calls and
SMS.During the interview, it came into clarity that the target market of Regent Plaza consists
of the corporate elites and other cream of the crop members of the society. It was said that
as the market of Pakistan consists of Protocol Culture, hence, direct marketing is really
affective in business whilst serving the business, and also its purpose.
The strategies currently being used by RPHCC are yielding positive results, and the output
has increased by a handsome percentage.A number of techniques were used while
collecting information for this report, including the interviews and questionnaire, along with
the solitary phone call. The proposed performance standards include use of social media in
their marketing campaigns, the feedback of customers, e-mails offering rewards to its
customers for identifying potential customers, as well as updating its current website for the
capture of a larger target audience. The implication of all these strategies will be an
increased customer foundation; the basis for every business.
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References
The information instilled in this report has been gathered from the following sources:
Interview with Mr. Shaikh Khalid Ahmed; Executive Manager Sales, RPHCC
http://rphcc.com/
http://www.intelligent-hospitality.com/clients/recommendations/
https://www.facebook.com/RegentPlaza/photos/a.10153878012724108.1073741859.
44404704107/10153878016834108/?type=3&theater
https://en.wikipedia.org/wiki/Questionnaire
https://en.wikipedia.org/wiki/Interview
http://www.wego.pk/hotels/pakistan/karachi/20160330/20160331/67131825?stars%5
B%5D=5
http://www.marketingdonut.co.uk/marketing/direct-marketing
http://www.hiland.com/blog/2013/03/20/the-power-of-targeted-high-impact-direct-
marketing/
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QUESTIONNAIRE
Final Project
Respondent’s Data
Name: ___________________________________________________________
Organization: _____________________________________________________
Division/Department: __________________ Position: ____________________
Place of Interview: ____________________
Date: _______________________________
Please answer the following questions based on direct marketing strategies and
methods:
i. Do you believe in the concept of direct marketing methods?
Yes No
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ii. Which of the following direct- response media are mostly used by your
organization?
a. Direct Mail
b. Telephone
c. Magazines
d. Newspapers
e. Television
f. Radio
g. Others
Please specify
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iii. Which of the above-mentioned media do you find most productive? Kindly
elaborate.
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37. FINAL REPORT
36 | P a g e
iv. Do you think that direct marketing helps your business and its purpose?
Yes No
In either case, please elaborate your answer.
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v. Would you prefer any means of direct marketing other than already being
practiced?
Yes No
In either case, please elaborate your answer.
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vi. Suggest better ways of marketing other than direct marketing that might be of
use to your organization?
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38. FINAL REPORT
37 | P a g e
vii. Who is your target audience by the means of direct marketing?
a. Upper Upper Class
b. Lower Upper Class
c. Upper Middle Class
d. Others
Please specify
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viii. Do you think you can increase your target audience through the direct
marketing methods used by you at present?
Yes No
ix. Kindly explain if there is any risk associated with this direct marketing program.
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x. Kindly elaborate how your direct marketing techniques
differentiate you from your competitors?
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39. FINAL REPORT
38 | P a g e
xi. What is the estimated cost incurred per annum on direct marketing
strategies and their implementation?
a. < Rs. 0.5 Million
b. > Rs. 0.5 Million
xii. Is the result of these campaigns more than their costs?
Yes No
If yes, then by what percent approximately?
a. < 20%
b. 20-40%
c. > 40%
40. FINAL REPORT
39 | P a g e
xiii. Are you satisfied with the overall results of your direct mail campaigns, i.e. the
increase in sales you generated,and the overall impact on your business?
Yes No
Before we depart, we once again extend our sincere thanks for enlightening us
with your valuable inputs and insights. Finally, if you have any
comments/observations which you think are critical for our assignment, please
provide the details.
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Interviewer(s):
1.___________________________________________
2.___________________________________________
3.___________________________________________
4.___________________________________________
PRESTON UNIVERSITY-KARACHI
