service marketing in hotel industry

7/30/2019 service marketing in hotel industry

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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.
http://images.google.co.in/imgres?imgurl=http://www.ronsaari.com/stockImages/motels/hollywoodMotel.jpg&imgrefurl=http://www.ronsaari.com/stockImages/motels/hollywoodMotel.php&usg=__xkkKnzi2EXPQsEZCwtJvSyOGdUg=&h=600&w=448&sz=31&hl=en&start=1&sig2=IhYoDFJd5jq7cuUGxmKiDQ&um=1&itbs=1&tbnid=3jKyr3qx7Rv6NM:&tbnh=135&tbnw=101&prev=/images%3Fq%3DIMAGES%2BON%2BMOTEL%26hl%3Den%26um%3D1&ei=dFpzS8u1Do3s7AODwsnIDw


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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
http://images.google.co.in/imgres?imgurl=http://www.its-mumbai.com/images/Hotel-Grand-Sheraton-Mumbai.jpg&imgrefurl=http://www.its-mumbai.com/Booking-5-Star-Hotel-Grand-Sheraton-Mumbai-India.html&usg=__Ta1Y9x9Cvo34OvccRUGPLXHqUtM=&h=335&w=500&sz=56&hl=en&start=5&sig2=7uPbwV0Ke73Z0iB0eQzYEg&um=1&itbs=1&tbnid=IfJWhQQxEV5jGM:&tbnh=87&tbnw=130&prev=/images%3Fq%3DIMAGES%2BON%2BITC%2BHOTEL%26hl%3Den%26um%3D1&ei=p1pzS9_VHpLo7APGkMXIDw


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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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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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PERCEPTIONTypes(Who goes?)

Business class

Executives

Tourists

Local people

Party goers Study groups

Work groups


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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

service marketing in hotel industry

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