Successfully reported this slideshow.
Your SlideShare is downloading. ×

UNIT 4-SM.ppt

Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Upcoming SlideShare
PUBLIC UTILITY SERVICES.ppt
PUBLIC UTILITY SERVICES.ppt
Loading in …3
×

Check these out next

1 of 55 Ad

UNIT 4-SM.ppt

Download to read offline

The presentation is about hospitality and healthcare services from a marketing perspective. The presentation details about the guest cycle in a hotel, the marketing mix of hotels, types of hotels across the globe.

It also highlights the evolution of hospitals, facilities in a hospital, and extended services in a hospital.

The presentation is about hospitality and healthcare services from a marketing perspective. The presentation details about the guest cycle in a hotel, the marketing mix of hotels, types of hotels across the globe.

It also highlights the evolution of hospitals, facilities in a hospital, and extended services in a hospital.

Advertisement
Advertisement

More Related Content

Recently uploaded (20)

Advertisement

UNIT 4-SM.ppt

  1. 1. UNIT 4
  2. 2. Hospitality Services  Hospitality refers to the relationship between a guest and a host, wherein the host receives the guest with goodwill, including the reception and entertainment of guests, visitors, or strangers
  3. 3. Hotel  An establishment that provides services like accommodation, food, communication, entertainment etc. to the customers while they stay at a destination.
  4. 4. Facilities in a Hotel  Core facilities  Peripheral facilities
  5. 5. Core facilities These facilities are necessary for a comfortable stay of guests. They include Accommodation Food Room services Entertainment Parking for vehicles First aid Medical facilities
  6. 6. Peripheral facilities These are additional facilities provided along with core facilities to the guests. They include Shopping Gaming Internet facility Personal care Gym Local transportation Telephone etc.
  7. 7. Guest Cycle in Hotel Guest cycle is a sequence of stages that begins with pre- arrival, continues through point of sale and ends with departure. Following are the stages in guest cycle. Pre-arrival Arrival Occupancy Departure
  8. 8. Pre-arrival  Enquiry by the customer  Reservation of rooms  Creating reservation record  Making advance payment  Entering data into the system
  9. 9. Arrival  Checking reservation status  Registration of customer with personal details  Allocating a room  Assisting guest to occupy the room
  10. 10. Occupancy  Taking requests by front office  Coordinating with guest services  Delivering requested services  Generating receipts for food and beverages
  11. 11. Departure  Checking out  Settlement of account  Making payment  Providing receipt  Getting feedback  Thanking the guest
  12. 12. Classification of Hotels Hotels Based on Star System Based on Size Based on Location Based on Level of Service Based on Length of Stay
  13. 13.  Size refers to the number of rooms. Various categories on the basis of size are: Small hotel- a hotel with 25 rooms or less is called a small hotel. Average hotel- a hotel with 26 to 99 rooms is called an average hotel. Above average hotel- a hotel with 100 to 299 rooms is called above average hotel. Large hotel- a hotel with more than 300 rooms is classified as large hotel. Based on Size
  14. 14.  The star category to the hotels are given by the committee called “hotels and restaurants approval and classification committee (HRACC)”.  One star  Two star  Three star  Four star  Five star  Five star deluxe  Five star super deluxe Based on Star System
  15. 15. Based on location  City hotel  Suburban hotel  Airport hotel  Resort hotel  Motel  Rotels  Floatels  Botels
  16. 16. CITY/DOWNTOWN/COMMERCIAL HOTEL: These hotels are located in the heart of the city.  These hotels are more expensive than the suburban hotels.  These hotels are patronized by business men and high income tourists.  These hotels are centrally located and at a convenient distance from markets, railway station, airport, etc. Based on Location
  17. 17.  SUBURBAN HOTELS: These hotels are located in the suburb of cities, moderately priced and are of mostly medium, large or small size.  Normally these hotels are patronized by low budget tourists.  The tourists who do not want to stay in the heart of city prefer these hotels.
  18. 18.  AIRPORT HOTELS: These are Hotels located near the Airports, especially international airports.  Airport Hotels are popular because of their proximity to major travel centers.  Airport Hotels vary widely in size and level of services.  Typical target market includes business clientele, airline passengers with overnight travel layovers or canceled flights and airline personnel.
  19. 19.  MOTELS: Motels are also called Motor Hotels or transit hotel and are located alongside the highways.  Motels are normally economical and they provide comfortable bedrooms that motorists prefer to stay on their way for a night rest.  Motels have facilities of proper motor garage to service a car and a filling station to refill vehicles, parking area for motor vehicles etc.  They also have road maps, dormitory for drivers. These days Motels also provide various indoor and outdoor facilities like Video parlor, Billiards, Table tennis, Cyber café, Library etc.
  20. 20.  RESORT HOTELS: A resort located in the tourist interest places like hills, forests, beaches, on an island, or in some other exotic location away from crowded residential areas.  The recreational facilities and breathtaking scenery typical of most resorts.  Most resort hotels provide extensive food and beverage, valet and room services, sight seeing to vacationers.  A more leisurely, relaxed atmosphere distinguishes most resort hotels from other types of hotels.
  21. 21.  ROTELS: The hotels which rotate on wheels are called rotels. It is also called motel on wheels. Best example of rotel in India is Palace on wheels. It is a luxurious train, fully air-conditioned, well-furnished with attached restaurant and bar.  The fare is inclusive of train ticket, food, alcoholic beverages and sight seeing. The train starts from Delhi and covers the tourist interest places of Rajasthan and Uttar Pradesh including Taj Mahal, Agra, Mathura.  In Japan Rotels are parked in the parking slot in the late evening and during day the rotel is towed away.
  22. 22.  FLOATELS: The hotels which floats on water are called floatels. These are luxurious suites consisting of drawing room, dining room, bed room, sitting room, balcony, kitchen, bathroom etc.  These days luxury ships are becoming popular for travelling. The guests are offered cabins to stay. These float on sea water and these have all facilities of five star hotels.  E.g: Hotels in cruise
  23. 23.  BOATELS: These are luxury boats/yachts which can ferry people from one place to another. The best example of yachts are in Mediterranean or Caribbean, they can ferry guest through canal-based narrow boat or Broad-based cabin cruiser.  In Sirhand, Punjab there is restaurant on boat.  House boats in Kerala
  24. 24. Based on Level of Service  Economy/ Budget hotels: These hotels meet the basic need of the guest by providing comfortable and clean room for a comfortable stay.  Mid market hotels: It is suite hotel that offers small living room with appropriate furniture and small bed room with king sized bed.  Luxury hotels: These offer world class service providing restaurant and lounges, meeting rooms, dining facilities. These guest rooms contains furnishing, artwork etc. prime market for these hotels are celebrities, business executives and high ranking political figures.
  25. 25. TRANSIT HOTELS: Motels and airport hotels are the best example of these hotels. These hotels are patronized by those guests who are in transit and will be travelling further to their destinations. Some times these hotels also charge room rent for half a day as guests would like to stay just for a few hours.  TRANSIENT HOTELS: Rest houses, Government guest houses etc are the best examples of transient hotels.  In these hotels one is not allowed to stay for a very long time as these hotels are very economical and are patronized by the employees either on transfer or on tour or on vacations. Based on length of stay
  26. 26.  RESIDENTIAL HOTELS: These hotels offer rooms/apartments on monthly basis and even if a guest stays for a part of the month, is normally charged for the full month.  The best examples for these hotels are hostels, paying guest houses for students, trainees, working people etc.  SEMI RESIDENTIAL HOTELS: Most of the hotels in present days are semi residential hotels and are located through out the country.  The guests, staying in these hotels, are required to pay room rent on daily basis.
  27. 27. Marketing mix of hospitality services  Product  Price  Place  Promotion  People  Physical evidence  Process
  28. 28. Product  Core product providing food and accommodation  Product differs in terms of customer and his needs.
  29. 29. Target Market Hospitality Products/Services Families • Rooms with more space • Reasonable rates or no extra rates for children • Low cost recreational facilities • Room with kitchen facilities • Kiddies menus • Colourful interior rooms • In house doctors • Baby sitting facilities • All inclusive packages Business Executives • 24 hours room service • Internet connection • Business centre • Airport pick up • Conference room • Quality service Different Target Markets have Different Product/service Needs
  30. 30. Target Market Hospitality Products/Services Female travelers • Safety is the primary concern • Quiet floors • Bathroom with good lighting for make up • Hair dryers, iron boards, etc. • Spa and health club Retirees • Clean and comfortable room, lounge areas, and public areas • Rooms with two separate beds • High safety and security measures • Easy access rooms closer to elevators • Elderly care facilities • Large well lit rooms and non slippery floors
  31. 31. Price  Price is the monetary value that you charge to cover the cost of the product plus the other costs associated with the product, such as labor cost, promotional cost, etc., plus a profit.  Price if determined based on  Facilities, services, luxury, length of stay, comfort etc.
  32. 32. Place In the hospitality and tourism industries, one would often hear the expression of “location, location, location” which is critical to the business’s success. Place is the physical location at which service is rendered to the customers.
  33. 33. Third P: Promotion Promotional Mix Advertising Sales promotion &merchandising Personal selling Publicity Promotional mix
  34. 34. Advertising  Advertising can be in the forms of advertisement in newspapers, magazines, billboards, sides of public transports (posters, TV commercials, radio, SMS (short message service), web banners, bus stop benches, wall paintings, printed flyers, shopping carts, you name it.
  35. 35. Sales Promotion There are two main kinds of promotional strategy: push promotions and pull promotions.  A push promotional strategy is the company makes use of its sales force to create consumer demand of a product.  On the other hand, pull promotional strategy is that the company needs to spend a lot on advertising to build up consumer demand for its product.
  36. 36. Personal selling: The sales force of a hotel may contact its corporate clients from time to time to promote hotel rooms, banquet service and/or meeting spaces. They also do cold calls to potential customers. They can also answer questions the clients may have and for better understanding of their products or services. Publicity: It is the non paid communication that results from activities organized by a hospitality or travel organization which it does not directly paid for.
  37. 37. People We all know that hospitality industry is a people business, where service is provided by employees within the organization to their customers. People in the hospitality marketing mix means employees as well as customers.
  38. 38. Physical evidence  Physical environment of hotel services  Take an example of a restaurant which has only chairs and tables and good food, or a restaurant which has ambient lighting, nice music along with good seating arrangement and this also serves good food.
  39. 39. Process • A tourist expects that his/her tour programme right from the beginning to the end of the programme should pass freely from stage to stage, without any hurdles. • The management of service process aims at simplifying customer interactions and customer participation in the service process. The systems, policies, procedures, equipment, tools, people and other support services need to be customer friendly.
  40. 40. Hospital  Hospital, an institution that is built, staffed, and equipped for the diagnosis of disease; for the treatment, both medical and surgical, of the sick and the injured; and for their housing during this process.
  41. 41. Evolution  Brahmanic hospitals were established in Sri Lanka as early as 431 B.C.  King Ashoka established a chain of hospitals in Hindustan about 230 B.C.  Around 100 B.C. the Romans established hospitals for the treatment of their sick and injured soldiers.  Toward the end of the 15th century, many cities and towns supported some kind of institutional health care.  The first incorporated hospital in America was the Pennsylvania Hospital, in Philadelphia.
  42. 42.  The issues of hospital ownership and control underwent significant analysis and change in the late 20th and early 21st centuries.  Significant changes in hospital services during 20th century.
  43. 43. Facilities  Diagnostic  Therapeutic  Medical  Surgical  Emergency  Accommodation  Food
  44. 44. Personnel in Hospital  Doctor  Nurse  Medical staff  Lab assistants  Administration Manager  Accountant
  45. 45. Administration in Hospitals Hospital Administrators  CEO, Vice President(s), Executive Assistants, Department Heads  Business people who “run the hospital”
  46. 46. Board Administration Therapeutic Services Information Services Diagnostic Services Support Services Admissions Billing, etc. Med. Records Computer Info. Health Ed. Human Resour. PT, OT Speech/Lang. Resp. Therapy Pharmacy Nursing Dietary Med. Lab Radiology Nuclear Med ER Cardiology Neurology Central Supply Biomedical Housekeeping Maintenance Dietary Transportation
  47. 47. Extension Services  Pharmacy  Midwife  Blood Bank/ Organ Bank  Medical Insurance  Medical Transcription
  48. 48. 7p’s Hospital Industry
  49. 49. Presenting the correct product (goods and/or services) with values that meet or exceed the needs and expectations of the target market. The primary determinant is in knowing that customers perceive and receive value and satisfaction by way of your healthcare practice or organization. Product
  50. 50. The amount paid in exchange for the value received. Price must be competitive and lead to profit, but may vary within promotional and/or bundle purchase options. Price
  51. 51. This includes both personal or direct interaction (one-to-one, inspiring referrals), and interacting with many (advertising, public relations, publicity). In all instances, this is done in a professional way. The objective is to critically examine how, where and when you let others know about what you can do for them. (And those in need want this information.) Promotion:
  52. 52. Place Presenting products or services to the customer (patient, client, end-user) in the right place and at the right time. The most obvious “place” is the office, facility, Surgery Center—where the product meets the user. In healthcare, the place for purchase decision is often separate from where and when product/service is delivered.
  53. 53. People The doctors, nurse, service providers, staff, management – everyone – involved in the healthcare organization, facility, or practice. The people who deliver a service are a significant ingredient in the product itself. Consumers evaluate service and satisfaction based on perceptions and personal interactions..
  54. 54. Physical Evidence  The physical environment of a hospital involves  Building Equipment Surgical tools Ambulance Medicine
  55. 55. Process  It is the procedure in which a service is delivered.  Process will differ from each service in a hospital.

×