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MARKETING
APPLICATION ANDPRACTICES
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SERVICE MARKETING
HOTEL INDUSTRYPRESENTED BY----------
VIBHA ARORA 07SANDEEP KAUR BATH 11
MEGHA BAVISHI 12
MUGDHA BHATT 15
NAINA HINGHER 32
DISHA KACKER 40
VIDHI MALHOTRA 53
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SERVICE MARKETING
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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 Ps
Use is inseparable.
Services do not possess material form.
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INTRODUCTION TO HOTELINDUSTRY
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HOTEL INDUSTRY
Definition
A hotel is an establishment that providespaid lodging on a short term basisA 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 bereceived. Hence, a hotel must provide food and shelterand has, in turn, the right to refuse if the traveler isdrunk, disorderly, unkempt, or if he is not in a position topay for the services.
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Introduction
Linked to the tourism industry
Helps to boost travel & tourism Business Travel is included
Demandsupply gap in star category
hotels Opportunity for investment for Indian and
over seas players
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CLASSIFICATION
Hotel Industry
Hotels Restaurants Catering Resorts Clubs
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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.
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DIFFERENCE BETWEEN HOTEL
AND MOTEL
Definition
Location
Restraunts and eating Pricing
Facilities
Appearance Duration
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CLASSIFICATION OF HOTEL
MARKET SEGMENT
Economy / limited services hotels Mid Market Hotels
All suite Hotels
Time share Hotels Executive Hotels
Luxury / Deluxe Hotels
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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)
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CLASSIFICATION
Level of Services
World Class Services Mid Range Services
Economy / Limited Services Hotels
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CLASSIFICATION
Ownership and Affiliation
Independent Hotel Chain Hotels
Franchisee Hotels
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CLASSIFICATION
According to Star
One Star (*)
Two Star (**)
Three Star (***)
Four Star (****)
Five Star (*****)
Five Star Deluxe (*****deluxe)
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5 star hotel facilities ITC
24 hour Services :
Business Centre
Concierge Services Doctor on call
Duty Manager
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5 star hotel facilities ITC
Car and Limousine Hire Service
Concierge
Courier Service
Daily Shuttle to South Mumbai
Express Laundry Service
FloristForeign Currency Exchange
Gymnasium
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5 STAR HOTEL FACILITIES-
ITC In-Room electronic laptop compatible
safes
International Satellite television channels
Night ClubOutdoor Parking available
Outdoor Swimming pool
Power adapters upon requestPrivate Bar ( Mini bar)
Shopping Arcade
The Spa
Tour Guides
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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
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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
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Perceptual brand mapping of Indian hotels
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SWOT
Strengths
Diversity Demand-Supply gap
Government Support
Market Share
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SWOT
Opportunities
Open Sky
Rising Income
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SWOT
Weakness
Poor Infrastructure Slow Implementation
Susceptible to political Events
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SWOT
Threats
Fluctuation
Increasing Competition
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INTRODUCTION TO ITC HOTEL
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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
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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
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MARKETING MIX
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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
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Marketing mix - Promotion
Promotion through FMCG goods
Internet
Media reports and media releases
Concept promotion
Customers
Social service projects
Travel assistants
Hotel directories
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Marketing mix - People
Receptionists
Bell boys
Laundry servicemen
Butlers Room service
Chauffers
Managers
Cleaners
Assistants for guests
Chefs
Waiters etc
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Marketing mix - Place
Strategic Locations
Metropolitan cities Business hubs
Tourist places
Heritage areas Upcoming areas
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CAPACITY AND DEMAND
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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, Hornbys Pavilion, Shanghai
Club, Dublin, Fredericks Lounge and The Point of View.
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Capacity and demand
The flow of customers is stable but it dips abit in the rainy season
Generally if the customers exceed thecapacity then they are given suggestions togo to other ITC properties
If the customers want the same area thenother hotels nearby are indirectlysuggested(eg. Oberoi trident, Taj, Grandhyatt eyc)
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SERVICE QUALITY
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Service quality
Hospitality
Material attributes food, toiletries,complimentary goods etc
Time management efficiency in service
Communication Presentation
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CONSUMER BEHAVIOUR AND
PERCEPTION
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CONSUMER BEHAVIOUR AND
PERCEPTIONBehaviour(Why customers go?)
Disposable money
Class/ Status
Image of ITC as an excellent brand
Luxury expectations
References received Personal liking
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CONSUMER BEHAVIOUR AND
PERCEPTIONTypes(Who goes?)
Business class
Executives
Tourists
Local people
Party goers Study groups
Work groups
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CONSUMER BEHAVIOUR AND
PERCEPTIONPerception(What do consumers expect/feel?)
Excellent conditions
High class treatment
Effective time management
Value for money
Rise in social status Safety & Security
Hygiene
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Thank You