ITC HOTELS, Marketing mix of ITC hotels, marketing at ITC hotels, 4 p's , loyality program of ITC hotels.

1. ITC HOTELS
Sales and Distribution Channel
Girish Menon Ajinkya
Apoorv Mahajan Shubham Bhatia
Shubham

2. ITC
• ITC was established on August 24, 1910
• Indian public conglomerate company headquartered in Kolkata, West Bengal,
India
• ITC's annual turnover stood at $7 billion and market capitalization of over $34
billion
• The company is currently headed by Yogesh Chander Deveshwar (CEO)
• It employs over 29,000 people at more than 60 locations across India and is listed
on Forbes 2000
• ITC Limited completed 100 years on 24th August 2010

3. ITC entered the hotel
industry in 1975
ITC’s extension in LuxuryHotels
Company
Logo

4. BRANDING
• ITC Hotels presents the GREENEST LUXURY HOTEL CHAIN in the
WORLD.
• Tagline – “RESPONSIBILITY LUXURY”
• ITC Hotels is an exemplar in sustainable hospitality with all its premium
hotels being LEED® Platinum certified
• The group today operates under FOUR distinct brands:
Luxury Collection Hotels
Sheraton Hotels
Fortune Hotels
Welcome heritage hotel

5. ITC’s share in the pie
18%
82%
ITC hotels
Other hotels
Of 52,000 luxury rooms in India, ITC has 9,200

6. Digital
Marketing & E -
Distribution
Internet and
digital media
Brand
Website
Social
Media
Marketing
Marketing
Services
Advertising
Hotel
graphics
Brand
Management
Loyalty
Programs
Leisure
sales
activation
Marketing
Comm.
Marketing @ ITC Hotels : Structure

7. ITC’s growth over the years
ITC has added 8,000 rooms in the last 2 years
8000
9000
10000
11000
12000
FY09 FY10 FY11 FY12 FY13 FY14 FY15
Revenue (INR Mn)

8. Product – What are we selling?
Luxury rooms

9. Product – ITC also provide services
Meeting rooms/ Conference rooms/ Board
rooms
Restaurants & Bars
Room bookings – Eva, business, executives
SPA & Swimming pool
Services
ITC also provides services as part of its offerings

10. PRODUCT CATEGORIES
BRAND CATEGORY POSITIONING
ITC HOTEL LUXURY
COLLECTION
MANSION OF
LUXURY
WELCOME HOTEL SHERATON UPPER
UP SCALE
PASSION FOR
QUALITY
FORTUNE HOTEL UPSCALE -
MIDSCALE
PROMISE OF TRUE
VALUE
WELCOME
HERITAGE
HERITAGE UNIQUE
EXPERIENCES

11. PRICE
ITC follows premium pricing strategy
Charged according to facilities
Room rentals & service charges are very high
Rent for Basic Rooms are ~8-10k/ room/ night
Pricing is the only mix which generates turnover

12. Place
ITC is spread across various cities in India
Strategic Locations
Metropolitan cities
Business hubs
Tourist places
Heritage areas
Mumbai
Bengaluru
Kolkata
Agra
Aurangabad
Chennai
Hyderabad
Jaipur
Vadodara
Delhi

13. PROMOTIONS
ITC has a tie up with
Wills Lifestyle
Members get
rewarded with
Loyalty points for
their purchase
ITC offers various
schemes to increase
consumption (one
night stay free in the
hotel for spending Rs.
60,000 in its
properties)
ITC has a reward
program for its
customers
Members will earn
loyalty points based
on usage
Loyalty Program for
Customers
Tie up with Wills Lifestyle
stores
Schemes based on Usage1 2 3

14. SEGMENTATION
“Grouping people according to their similarity related to a
particular product category.”
• Geographical – Urban Area
• Demographical – High Income people, based on age – 30+
• Psychographic – Life style
• FEEL GOOD – Hospitality and ambiance

15. TARGETING
• High Income Families.
• Couples both Indians and foreigners.
• Business travellers.
• Corporate – Meeting & Events

16. POSITIONING
Tag line – “Responsibility Luxury”

17. Sales Hierarchy of ITC
Sales Trainee
Area Executive
Area Manager
Assistant Manager
Branch Manager
Regional Branch Manager
District Manager

18. The Loyalty / Recognition programs of ITC Hotels target various segments of hotel clientele.
ITC Hotels’ member programmes can be classified as:
1.Recognition led – WelcomClub
2.Loyalty / Frequency led – Club ITC, Culinary Plus (Club ITC Culinaire) & WelcomLink
3.Acquisition led – ETVP
CEO/MD/Chairman level
Individual Business Traveler
Frequent Diner
Admin Heads / Secretaries /
Influencers
Corporate / Company
Club ITC
Club ITC Culinaire
WelcomLink
ETVP
550 / 300 +
member base
1,50,000 +
member base
40,000+
member base
5000+ member
base
250+
corporate
members
WelcomClub
Loyalty Marketing : Architecture

19. Loyalty Marketing : Club ITC
‘Club ITC’ is the frequent guest loyalty program of ITC Hotels – It signifies a coming
together of key values that ITC stands for– trusteeship, perfection and a celebration
of all things fine.
There are 3 Membership levels - Silver, Gold, and Platinum. Eligible customers will be
enrolled into the base tier of the program. i.e. , Silver. Members are upgraded from
Silver to a higher tier basis the criteria defined for each tier.
The guest is to be referred to as a “Club ITC Silver / Gold / Platinum member”

20. Loyalty Marketing : WelcomClub
• WelcomClub works like an “unpublished premium ” tier of the Club ITC Programme (i.e.
the level cant be earned by performance , but is achieved by Invitation basis the position
he/she enjoys ).
• Till the time the guest is a WelcomClub member there will be no downgrades applicable
basis the performance of the member in the Club ITC programme, unlike all other tiers .
Further, the spouse of the member will also get a complimentary enrolment into the
WelcomClub programme, with all the similar benefits as the primary member
• WelcomClub members are entitled towards the same earnings as the Platinum members.
• The Spouse of the WelcomClub member also receives a WelcomClub membership
• WelcomClub members are never downgraded

21. Loyalty Marketing : WelcomLink
• Welcomlink is a lifestyle rewards program designed exclusively to recognize and
reward individuals channeling business into ITC Hotels.
• Typical members would be admin heads, secretaries and any person in a company
who can influence travel and lodging requirements for company executives
• Given that most hotel chains offer competitive rates & services which are more or
less similar, WelcomLink may be used as a differentiator. The idea behind this
program is to give the customer an incentive for booking with us
• Members can earn points for every materialized room at 1% of eligible room
revenue generated when they book at participating hotels. These points can be
redeemed for a set of rewards

22. Loyalty Marketing
Executive Travel Value Plan
ITC Hotels Executive Travel Value Plan (ETVP) is a comprehensive value filled offering for
organisations with multi-destination business or leisure travel. Through ETVP, company
executives can enjoy special room rates at over 90 participating hotels.
It also offers a host of unique benefits encompassing significant discounts on principal
services such as Food & Beverages, Laundry, Telecommunications, Business Centre
Services and more.
ETVP is designed for ease of operations, both for the individual and the organisation and
relieves them from negotiating terms each time they travel.

23. CRM Measures
• Conducting monthly Survey.
• Suggestion boxes
• Taking feedback internal customers i.e., the employees.
• Employing Mystery Customers.
• CRM software
• Having Guest History programs.
• Efficient system of complaints handling
• Giving recognition awards to attract old customers.
• More personalized and empathic services -- satisfied and return customers

24. THANKYOU