coast ecotel
DESCRIPTION
It is a project on Luxury Resort namely Coast Ecotel .giving information on how to promote their brand ,how to increase their sale ,how to improve their brandTRANSCRIPT
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`
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To fulfil individual desire and transform them into memories
Vision
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RESARCH
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• Small Font.....
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• Slide show of pictures....
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• Luxury / Premium thing should reach to customers.......
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• Menu tab on website.....
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• Inquiry or feedback form.....
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• Spa facility.......
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Marketing
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• Coast ecotel is an intangible service product.• Segmentation will be on basis of status and
income –affluent upper class.• Psychographic segmentation - will relate with
people looking for peace and privacy.• Target customers will be rich and premium
class.• Positioning is premium luxury resort.
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Competitors Analysis
• Competitor like Pearl Resort, Exotica Beach Resort ,Woodland Resort, Shree Ganesh Beach Resorts they have good online and offline presence
• Superior services provided
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STRENGTH•Peace and relaxing holiday for the premium class• Best Konkani cuisine, adventurous water sports and various temple worth seeing•A convinent transportation Network
WEAKNESS
•Company brand awareness is restricted •Limited focus on business travellers
OPPORTUNITY
•Sponsor events • Travellers looking for different experience
THREATS •Increase in labour cost and other cost •Increasing competition in the luxury resort hotel market •Potential for a competitive, global brand to enter the market with a similar product.
SWOT
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Tagline
The luxury of being yourself
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INFO CELL (KIND OF BPO)
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Process of Info cell• The technical infrastructure is the most critical and complex. The customer
services call initially goes to MTNL/BSNL and the same is transferred to 2 hunting lines (on first come first serve basis) at the customer services centre premises.
• Two nodes of LAN (with computers, telephones with head phones and tele-
conferencing facility, support of the server and Internet connectivity) will be dedicated to customer care service.
• The entire backup support system consisting of Uninterrupted Power Supply
(for both server and the nodes), Air-conditioning System and other logistics will be made available to Coast Ecotel.
• The whole technical infrastructure will be owned and maintained by Coast Ecotel Management.
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Skills required of Info Cell Communication Skills Attend the call with greetings. Avoid defensiveness in conversation. Avoid use of unnecessary and complex words and sentences Smooth transition in voice Close call with greetings. Computer Skills Basic knowledge of computer applications. Basic knowledge of Internet. Sending and Receiving E-mails.
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Responsibities of Info cell• Strong networking with every department of organization. • power relation • Power service• Their should be under promise & over delivering• They should know all the toll free numbers• Attending every customer politely with patience & providing with true
information• Reducing call drops• It is part of internal branding i.e. generating good will within organisation.• Improve their productivity & keeping the consistency.
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Functioning of the Info cell• Info sale plays a major role for retaining the customers• 85% is need to create a customer & 15% to retained the customer.• They are the medium for carrying out business processes.• They are the mediators • They are one who promotes the company’s latest products and
services • They also gain customer feedback to analyze the interest of the
customers.
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Some solutions to retain the customers
Invite complaints
Appreciating complaints & improving them..
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Contd
Keep it fresh… but familiar which sells customisable greetings cards
through its website, relies on the continual development of its product to keep repeat business high
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Remind customers that you’re therein frequent communication with customers,
sending out newsletters, personalised emails and thank you cards both to individual buyers
‘It’s important to listen to them to find out what colours and styles are selling well, so you can tailor the next order to their wishes
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Suggestions
• offering regularly customer membership cards• connecting through mails, messages etc• Call back facility CRM software Understand the customer Retain customers through better customer experience Attract new customer Win new clients and contracts Increase profitably Decrease customer management costs
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Menu
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Five Letters to Our Success
QSCVH
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Q
• Q - (Quality) is quality : “A journey and not a final destination”
And … “Our commitment to customers through
Quality!”
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Quality : Pre-preparation
Maintain Quality and Taste standards.• Non Storage. Fresh Dough.(Atta making
Machine)• Standard Recipes and Food • Vegetables bought from Whole seller or direct
from farm. • Perishable food : Minimum storage hours
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Quality : Preparation
• Quality control check.• Shelf life• Vegetables to be in freezer for not more then
2 days, then discarded
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Quality : Post preparation
• Customers enjoy :freshest, most authentic taste of food and establish high degree credit.
And Our commitment.. Quality !
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S
S (Service) is the service we promise to deliver • Includes : Restaurant comfort, Convenience,
Staff attitude.- Motto ‘Serve with a promise of Good health‘ “Each and every consumer is important”• Serve hot in 10 minutes of order placed.
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Service
Our Staff would be Women/ Mothers .
• Make customers feel Happy and Satisfied.
• Staff training : Skilled Maharashtrain house-wives.
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C
C (Cleanliness) refers to the health, clean.
"Instead of resting against the wall, it is better to clean up“All utensils, crockery, plates, bowls should be clean properly as well as the working area.
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Cleanliness : Kitchen
Strict code of decorum and cleanliness :ensuring “Hygiene plays a large role in the way the food is served” • Kitchen Staff : Extensive precautionary rules• Sterilized hand sanitizer(bactericidal)• Wear full covered cloths and Cap for hair.
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V
• V (Value) is the value, meaning“To provide the most valuable high-quality and healthy food to customers." – • Nutrient-rich and the price is reasonable.• In a clean environment + nutritious food
= “Value for money."
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Value : Future
• Constant efforts to provide more to the customers through various new offers and introductions in the menu.
“ Giving the City it’s Tradition and Health back” - Our Pride!
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Hygiene
• Hygiene plays an important role in Coast Ecotel as Hygiene
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Delicious delicacies of COAST ECOTELStarter Starter Main Course Main Course Desserts
Cashew Kothimbir
Wadi
Crispy Prawns Kaju Usal Kolambi che Aambat
Modak
Stuffed Jackfruit (Dry)
Fish stick in green Sauce
Jackfruit Masala Prawns Kalwan Coconut Barfi
Kanda Bhaji Crispy Ring Fried Squid
Birdhe Malwani Rassa Piyush
Aluwadi Tandoori Lobster
Sprouted beans in coconut
Masala
Crab Masala/ Stuffed Crab
Chicken Tandoori/
Kabab/Tikka
Prawns/Chicken/
Mutton PickleFish Kurkure Bombil/Surmai/
Halwa/Pomfret fry
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Pricing Strategies
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Customer Lifetime Value Calculator (CLV)
Long term relationshipAssociating value to a customerAcquisition process
• Develop and retain customers
• Directly proportional to satisfaction levels
• Profits generated in the short term shouldn’t not be the sole focus of the company
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Category 1 Category 2 Category 3 Category 40
2
4
6
8
10
12
14
16
Profit from referrals
Profit from reduced operating costs
Profit from price premium
Profit from increased purchases
Base Profit
Sales(Rs)
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CLV Result
• Low Acquisition costs• Low Marketing costs• Low Variable Costs • Low Cost of sales
Increases Value per customer Increases Profit
How?Loyalty
programs & unmatched
services
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Percentage Pricing Strategy
91% Flexible rate strategy plus other strategies
43% Only Flexible rate strategy
39% Adjust prices daily26% Adjust prices weekly35% Adjust prices monthly
Pricing Strategy
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Establishing Room Rates
Rack rate (Price ceiling)
Alternative room rate(Price floor)
Cost, Competition and Market
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Price setting approaches…
• Cost Approach Illustration:
A. Total Number of Rooms Sold per Year
=Total rooms * Expected occupancy rate * Days in the year = 11 * 0.85 * 365 = 3412 units/Year
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B. Calculate Direct and Indirect Expenses
• Frills • Staff • Laundry etc
• Maintenance• Utility• Depreciation etc
Adding both gives Hurdle rate, also knows as Break Even Point
Rs 3000/-
No profit, No Loss
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C. Multiplier Method (1)
Desired Room Cost Percentage: = Forecasted Total Room Cost / Forecasted Total Room Revenue= 3000/5000= 0.6
Rack Rate= 1/0.6 = 1.66= 1.66 * 3000 = Rs 4900/-
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D. Mark-up Method (Margins)
= 40% margin on costs incurred = 3000* 1 + 0.40 = Rs 4200/-
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• Market Condition Approach
“Charge only what the market will accept”.
Also known as Dynamic Pricing - Adjusting prices continuously to
meet the situation
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Commonly used pricing strategies
• Product bundle pricing
• Optional product pricing
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Continued…
• Discount Pricing
• Allowance Pricing: Reward dealers and intermediaries for participating in
advertising and sales promotion.
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Advertisement
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Advertisement Plan
Advertisement should be focus on below parameters1) E commerce
o Make my tripo Yatra.com
2)Print media
o Times of Indiao Hindustan times
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3) Electronic mediao TLCo NDTV good day
4) Tie up with local tourists agencies
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Contd….
• Campaign would be start from September onwards
• One add would be insert in the news paper on every Saturday and Sunday ( September to December )
• We will make 20 second add which will show each and everything about the Resort
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Contd...
• Four advertisement would be running on Saturday and Sunday
• Time slots would be morning from 8 am to 11 am and 7 pm to 10 pm
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Advertisement Budget
1) Print Media
o 10 lakhs Approx ( September to December )o 10 lakhs Approx ( January to August )
2) Electronic Media
o 40 lakhs Approx( September to December )
3) Digital Media
o 10 lakhs Approx ( September to August )
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IT
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• Online Site maintenance should be given to third party.
• Some add-on features should be included in site such as Availability check Redirecting to booking website
• Effective use of SEO, SEM should be done to promote the website
• Tie up with Tour guide site like Trip adviser
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• Better communication with use of mails and messaging services.
• Big screens , Play Station , Sensor Systems can be placed to give luxurious feeling
• 24 hours calling assistance will be provided
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Suggestions &Recommendations
• Resort should keep indoor sports like pool
• Resort should create a small park for children
• Fitness Centre and Outdoor relaxation Area can be provided to the guest
• Resort can start giving guest SPA facilities
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• Resort should have conference room for corporate • Resort should have tie up with transport agencies
for providing the guest with bus facilities
• High-speed Internet should be made available at resort’s hotels with Wireless technology.
• Resort should outsource their routine operations
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