PRESENTATION ON 8 P’s of MARKETING MIX OF DIFFERENT

SERVICES

PRESENTED BY:NIDHI SINGH

SUNIL SINGH BAGHELHARSHITA JAIN

INTRODUCTION- ITDC

ITDC came into existence in October 1966 and has been the prime mover in the development, promotion and expansion of tourism in India.

one of the biggest Hospitality companies in India ITDC is running hotels, restaurants, provides transportation

facilities for tourists, provides entertainment and duty free shopping.

The company has several departments to cater to several requirement of travelers.• Ashok Travels & Tours, Ashok Group of Hotels, Ashok International

Trade Division, Ashok Creativity, Ashok Institute of Hospitality and Tourism Management and Ashok Consultancy

7 P’s OF MARKETING MIX- PRODUCT• principal product is recreational experiences and hospitality• 1) Tour packages- subdivided into 8 subgroups

group A- 4/5 days tour in cities Mumbai, Delhi– Group B- outbound tours to countries like China, Singapore and

Malaysia– Group C- state specific tour like tour to Kashmir only– Group D- tour to Rajasthan – Group E- coach tours of 1 day– Group F- island tours to places like Andaman etc. – Group G comprises of Eastern holiday to places like siliguri, Assam

etc. – Group H consists of tours to laddakh. Tourists are welcomed at Leh

airport and after sightseeing to Srinagar they are dropped back to Leh airport.

• Event Management: ATT has an excellent track record of managing conferences and events.

• Services include… – Event Management– Conventions– Conferences– Seminars/Business Meets– Exhibitions/ Expositions– Cultural Show/ Entertainment– Product Launch

• Hotel Booking- Ashok Travels and Tours (ATT) offers booking of all kinds of hotels in India and abroad. ITDC owns 16 hotels in India. The list includes The Ashok(Delhi), Samrat(Delhi), Lalitha Mahal Palace(Mysore), Hotel Jammu Ashok (Jammu), Hotel Kalinga Ashok (Bhubaneshwar), Lake View Ashok(Bhopal), Hotel Ranchi Ashok(Ranchi) etc.

• Government Taxi at Airport: ITDC operates travel counters at Indira Gandhi International airport and Palam Domestic airport at Delhi.

• 5) Car/Coach rental ATT provides a large fleet of Luxury cars, Limousines and

deluxe coaches for City Tours / Outstation Trips and Business visits. It has well uniformed drivers and experienced staff.

• 6) Air Ticketing: ATT is an IATA approved travel agency . it offers very

economical Domestic and International air tickets. • 7) Money Changing

• ATT operates a money changer operation in India. • It deals in all major currencies of the world such as Euro, US Dollar,

Pound Sterling etc. amongst others. • It purchase and sell foreign exchange at best rates as per the of

regulations. This facility is provided at Delhi / Mumbai / Chennai / Kolkata and Bangalore.

PRICE MIX

• PRICE : • Ashok hotels have set its price of the room on the

basis of Business, Leisure and Luxury class. • Cash discounts are given to government employees for

booking a tour. • Air India’s flyer program “Flying Returns” members

can avail 50%discount on room tariff and 25% discount on Food & Beverage Services in the India Tourism Development Corporation (ITDC) chain of hotels.

• The prices for car rentals also varies according to the kind of car take for the rental purpose.

CAR RENTPackages Hrs Kms Indica

Non a/c Indica a/c Qualis Esteem/ Indigo

Ford/ Ikon

Transfer 4 40 390 535 670 800 1055

Full day 8 80 680 915 1220 1455 1885

Del / Agra / Delhi 16 450 3965 5340 6420 7750 9550

Del / Agra / Del (F.Sikri incl.) 36 550 5020 6745 7840 9460 11870

Del / Jaipur / Delhi 36 600 5180 7100 8890 9370 12750

Del / Agra / Jai / Delhi 60 800 7225 9735 11290 13220 17435

Service (from Airport.) Indica Non a/c Indica a/c Qualis Indigo

City drop 350 450 550 550

Gurgaon drop 550 650 700 700

NOIDA drop 750 850 950 950

Faridabad drop 750 865 925 925

PROMOTION

• Ashok hotel, Samrat hotel, Hotel Janpath Delhi played hosts for the commonwealth games 2010.

• ITDC has signed an MoU with the Kerala and Tamil Nadu govt. for promoting the state tourism.

• Ashok Reservation and Marketing Services, is marketing the hotels of the KTDC.

• ATT and the KTDC market the existing packages/tours of both organizations and develop new packages/tours for promoting Kerala for both domestic and overseas tourists.

• ITDC would sign a similar agreement with Karnataka.• ITDC would be developing various tour packages to promote Tamil

Nadu's tourism destinations. • ATT, has launched its customized coach tours and money changer

operations at Chennai.

• Incredible India’ and ‘Atithi Devo Bhava’ are taglines of Indian Tourism

• Aamir Khan as brand ambassador for ‘Atithi Devo Bhava’ for Indian tourism.

• Use of websites to sell tourism.• Brochures, pamphlets, ads in newspapers

• The agency is promoting heritage tourism to promote the travel trade in the region.

• Air India’s Frequent Flyer Programme “Flying Returns” members can avail 50%discount on room tariff and 25% discount on Food & Beverage Services in the ITDC chain of hotels.

• Flying Returns members are required to present Air India boarding card along with Flying Returns membership card at Ashoka to avail the discount on room tariff. Membership card is to be produced at the ITDC restaurants for discount on Food and Beverage services.

• PLACE • ITDC has its own branches situated throughout the country • Location of hotel plays an important role in deciding the satisfaction level

of customers. • The Ashok hotels are very well known around the country for their

elegant look and services. Also the tour services are provided for different tourist places which play an important role.

• PEOPLE• there are a lot of Govt. and Pvt. Institutes which offer training to

employees.• INLEAD is an ISO 9001-2008 certified educational institution offering

industry specific postgraduate and short term certification programs. • ITDC has partnership with this institute. • The aim of these programs is to prepare the students to take up

challenging roles within their respective domains, and transform them into future leaders in the Hospitality Management, Events & Exhibitions and Business Administration domains.

PROCESS• Air port Reception and Transfers.• Meet & Greet Services.• Hotel Accommodation.• Transport Arrangements.• Hospitality Counters at Hotels.• Registration & Information desk.• Conference Management.• Secretarial Services/ Documentation.• Audiovisual & Recording Equipments.• Interpreters & Translators• Photography and Video Coverage• Pre & Post Conference Tours• Cultural Shows for Inauguration /Closing Ceremony & Social Functions• Exhibition Designing, Welcome Plates, etc.• Souvenirs

7. Physical Environment

Physical Evidence

Core

Main tourist spot

Peripheral

• PRODUCTIVITY AND QUALITY: ITDC is known for its excellent service quality. It treats

its customers not like guests, but like gods. And it offers them very good services. And for that reason only the business of ITDC is growing year after year.

INVOLVEMENT OF CUSTOMERS:• The customers are very much involved in this service.

This is a purely customer oriented service and it is very much necessary to give a good impression to the customers for gaining their loyalty.

SERVICE CONCEPT

ITDC succeeded in achieving its objectives by promoting the largest hotel chain in India and providing all tourist services,– accommodation, catering, transport, in-house travel agency, duty

free shopping, entertainment, publicity, consultancy, etc– It also offers consultancy services– ITDC has made diversification into innovative services like Money

Changer Services and Western Union Money Transfer, Training Consultancy in hospitality sector, event management and consultancy and execution of tourism and engineering projects.

– ATT handles work related to Domestic/International ticketing, hotel booking and tour packages, car and coach rentals, and organizing exhibitions.