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Premium member Presentation Transcript MARKETING APPLICATION AND PRACTICES : MARKETING APPLICATION AND PRACTICES SERVICE MARKETING : SERVICE MARKETING HOTEL INDUSTRY PRESENTED BY---------- VIBHA ARORA 07 SANDEEP KAUR BATH 11 MEGHA BAVISHI 12 MUGDHA BHATT 15 NAINA HINGHER 32 DISHA KACKER 40 VIDHI MALHOTRA 53 SERVICE MARKETING : SERVICE MARKETING SERVICE MARKETING : 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 P’s Use is inseparable. Services do not possess material form. Use of a service is inherently subjective. INTRODUCTION TO HOTEL INDUSTRY : INTRODUCTION TO HOTEL INDUSTRY HOTEL INDUSTRY : HOTEL INDUSTRY Definition A hotel is an establishment that provides paid lodging on a short term basis A 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 be received. Hence, a hotel must provide food and shelter and has, in turn, the right to refuse if the traveler is drunk, disorderly, unkempt, or if he is not in a position to pay for the services. Introduction : Introduction Linked to the tourism industry Helps to boost travel & tourism Business Travel is included Demand –supply gap in star category hotels Opportunity for investment for Indian and over seas players CLASSIFICATION : CLASSIFICATION MOTEL : 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. DIFFERENCE BETWEEN HOTEL AND MOTEL : DIFFERENCE BETWEEN HOTEL AND MOTEL Definition Location Restraunts and eating Pricing Facilities Appearance Duration CLASSIFICATION OF HOTEL : CLASSIFICATION OF HOTEL MARKET SEGMENT Economy / limited services hotels Mid Market Hotels All suite Hotels Time share Hotels Executive Hotels Luxury / Deluxe Hotels CLASSIFICATION : 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) CLASSIFICATION : CLASSIFICATION Level of Services World Class Services Mid Range Services Economy / Limited Services Hotels CLASSIFICATION : CLASSIFICATION Ownership and Affiliation Independent Hotel Chain Hotels Franchisee Hotels CLASSIFICATION : CLASSIFICATION According to Star One Star (*) Two Star (**) Three Star (***) Four Star (****) Five Star (*****) Five Star Deluxe (*****deluxe) 5 star hotel facilities – ITC : 5 star hotel facilities – ITC 24 hour Services : Business Centre Concierge Services Doctor on call Duty Manager 5 star hotel facilities – ITC : 5 star hotel facilities – ITC In-Room Dining Laundry and Pressing 4 Restaurants, a Lounge and a BarArt Gallery Baby Sitting ServiceBeauty Salon Boardrooms and Meeting rooms Broadband and Wi-Fi internet access (chargeable) 5 star hotel facilities – ITC : 5 star hotel facilities – ITC Car and Limousine Hire ServiceConciergeCourier ServiceDaily Shuttle to South MumbaiExpress Laundry ServiceFlorist Foreign Currency Exchange Gymnasium 5 STAR HOTEL FACILITIES-ITC : 5 STAR HOTEL FACILITIES-ITC In-Room electronic laptop compatible safesInternational Satellite television channels Night ClubOutdoor Parking available Outdoor Swimming pool Power adapters upon requestPrivate Bar ( Mini bar)Shopping Arcade The Spa Tour Guides Future Potential & Growth : 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 Demand Supply Gap : 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 Slide 22: Perceptual brand mapping of Indian hotels SWOT : SWOT Strengths Diversity Demand-Supply gap Government Support Market Share SWOT : SWOT Opportunities Open Sky Rising Income SWOT : SWOT Weakness Poor Infrastructure Slow Implementation Susceptible to political Events SWOT : SWOT Threats Fluctuation Increasing Competition INTRODUCTION TO ITC HOTEL : INTRODUCTION TO ITC HOTEL Introduction to ITC hotels : 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 ITC Hotel Properties : 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 MARKETING MIX : MARKETING MIX Marketing mix – Product(services offered) : 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 Marketing mix - Promotion : Marketing mix - Promotion Promotion through FMCG goods Internet Media reports and media releases Concept promotion Customers Social service projects Travel assistants Hotel directories Marketing mix - People : Marketing mix - People Receptionists Bell boys Laundry servicemen Butlers Room service Chauffers Managers Cleaners Assistants for guests Chefs Waiters etc Marketing mix - Place : Marketing mix - Place Strategic Locations Metropolitan cities Business hubs Tourist places Heritage areas Upcoming areas CAPACITY AND DEMAND : CAPACITY AND DEMAND Capacity and demand : 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, Hornby’s Pavilion, Shanghai Club, Dublin, Frederick’s Lounge and The Point of View. Capacity and demand : Capacity and demand The flow of customers is stable but it dips a bit in the rainy season Generally if the customers exceed the capacity then they are given suggestions to go to other ITC properties If the customers want the same area then other hotels nearby are indirectly suggested(eg. Oberoi trident, Taj, Grand hyatt eyc) SERVICE QUALITY : SERVICE QUALITY Service quality : Service quality Hospitality Material attributes – food, toiletries, complimentary goods etc Time management – efficiency in service Communication Presentation CONSUMER BEHAVIOUR AND PERCEPTION : CONSUMER BEHAVIOUR AND PERCEPTION CONSUMER BEHAVIOUR AND PERCEPTION : CONSUMER BEHAVIOUR AND PERCEPTION Behaviour(Why customers go?) Disposable money Class/ Status Image of ITC as an excellent brand Luxury expectations References received Personal liking CONSUMER BEHAVIOUR AND PERCEPTION : CONSUMER BEHAVIOUR AND PERCEPTION Types(Who goes?) Business class Executives Tourists Local people Party goers Study groups Work groups CONSUMER BEHAVIOUR AND PERCEPTION : CONSUMER BEHAVIOUR AND PERCEPTION Perception(What do consumers expect/feel?) Excellent conditions High class treatment Effective time management Value for money Rise in social status Safety & Security Hygiene Slide 44: Thank You You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.