CRM Le Plaza Ppt

8/6/2019 CRM Le Plaza Ppt

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HOTEL & TOURISM INDUSTRY

Kalyani Ganorkar(16)

Khushbu Gupta(17)

Mayur Jadhav(18)

Mamta Jeswani(19)

Manjiri Meshram(20)


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FLOW OF PRESENTATION

Hotel & Tourism Industry

Le Plaza Hotels

Segmentation, Targeting & Positioning

Marketing Mix

Marketing Strategies


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HOTELS & TOURISM INDUSTRY

Hotels in India have supply of 110,000 rooms

According to the tourism ministry, 4.4 million touristsvisited India in 2010 and demand will soar to 10 millionin the year 2011 - to accommodate 350 million domestic

travellers India ranks 18th in business travel and will be among

the top 5 in this decade

With demand-supply disparity, the room rates are mostlikely to rise 25% annually and occupancy to rise by80%, over the next two years

MNC Hotel Industry giants are flocking India andforging Joint Ventures to earn their share of pie in therace


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Government has approved 300 hotel projects, nearly half

of which are in the luxury range leading to increase in

manpower requirements from 7 million recorded in 2002

to 15 million in 2010

Hotels today are implementing innovative ways to

capture demand, lower operating costs, and defermaintenance, renovation and expansion activities

With the USD 23 billion software services sector pushing

the Indian economy skywards, more and more IT

professionals are flocking to Indian metro cities 'Hotel Industry in India' is set to grow at 15% a year.

50 international budget hotel chains are moving into

India to stake their turf hence good opportunity in future

for Indian hotel industry


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LE PLAZAHOTELS

The Indian Hotels Company Limited (IHCL) and its subsidiaries

are collectively known as Le Plaza Hotels Resorts and Palaces and

are recognized as one of Asia's largest and finest hotel company.

Le Plaza Hotels Resort and Palaces comprises of more than 60

hotels in 45 locations across India with an additional 15

international hotels in the Malaysia, United Kingdom, United

States of America, Bhutan, Sri Lanka, Africa, the Middle East and

Australia.


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Segmentation, Targeting & Positioning

Segmentation:.The segmentation is mainly based upon lifestyle and

income of target market

Targeting: Targeting the budget conscious travelers

Positioning: As luxury heritage for the middle class of society with

excellent level of locations


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Core product is space .

Supplementary products include travel arrangements, ticketing,

airport pick-ups, etc

Marketing Mix

Product:


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PRICE :

Affordable by the target market.


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PLACE

Tourist places

Wildlife destinations

Historical and pilgrim centers

Metro-cities


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PROMOTION

Advertisement at the transportation places

Offers during seasons and off-season

Monthly letters to Regular Customers about

upcoming events

Cross-promotions


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PHYSICAL EVIDENCE

Spacious

Well designed infrastructure

Corridor aisles graced with genuine artifacts

and antiques

Traditional Indian welcome to guests


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PROCESS

Check-in

Bell-person carrying luggage to room

Butler service

Food

Laundry

Child-care and baby-sitting

Currency exchange

Wake-up call

Gift-shop, boutique, florist

Check out


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PEOPLE

Skilled personnel

Personal Agents

Technological persons

Travel agents

Bell-boys

Restaurant staff

House-keeping


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Caters two segmentsa) Foreign tourist in winter

b) Domestic tourist in non peak season

Indians urged to take more short holidays through

unique price package More value offered at reasonable prices

Variety of holiday packages for various target groups

e.g.: Senior citizens, etc.

Arranging various activities for children

Marketing Strategies


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COMPETITION TO OTHER

BRANDS

Introduction of new systems like corporate

standardization, renovation of previous

properties, loyalty programs and spa services.

Acquisition of properties inside and outsideIndia .

Locations with historic and traditional

significance also help in promoting tourism in

India .

Juxtaposition of traditional and contemporary

styles


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CUISINE EXPERIENCE

Focus on food and beverages serve as a

differentiator.

Dining experience builds perception of a hotel in

India.

The Le Plaza brands penchant for creating

outstanding culinary experiences has increased

footfall of non-resident guests, creating significant

revenue source. Thai, Mexican and Italian cuisines in India.


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TECHNOLOGY INTRODUCTION

Innovative service allow guests to get

connected to the Internet in any part of the

hotel. Provision to business clients with practical

utilities and luxury.

Wi-Fi technology


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GOALS

Short Term Goal

Long Term Goal

Documents

CRM Le Plaza Ppt