Mmso Ppt Final

8/3/2019 Mmso Ppt Final

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Submitted by:

Md Afzal Azam (Ft-10-880)

Deepak Kumar(Ft-10-843)Deepali Srivastava(Ft-10-845)

Neha Gupta(Ft-10-889)

Nisha Jain (Ft-10-897)


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SEGMENTATIONThe market is identified on two basis

Purpose ( Vacation/Business/Parties )

Lifestyle and status

TARGETINGMarket targeted is

Premium customers

Vacation and business primarily

POSITIONING Positioned as ethnic , classic and luxurious hotel


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Product

Tangible- the artistic design of the Hotel, blend of Maplah & Hindu style

- the 17 cottages and 57 elegant rooms

- multi-cuisine restaurant

- Amoeba shaped swimming pool and play area

- the distinct charm of the serene Kerala landscape

- cleanliness of the hotel- the conference and banquet room

Intangible

- ayurvedic therapies

- the daily cultural programmes- the hotel personnel behavior & quality ofservice

- the quality of service for children


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Price : Premium pricing for- satisfying ego and status symbol- differentiating from the key competitor, Raj

Hotels

Promotion- trade commission to Travel Agents- participation in trade fairs ( domestic &

international)For Trade Promotion, Publicity, BrandAwareness, etc.

Place- distribution through 12 Agents in three keycities- commission-based-Agents- trade fairs to hook wholesale buyers


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People

- needs trained & skilled manpower for best delivery of service inmoment of truth

- Kadavu lacks skilled Manpower bcoz of remote location of Kadavu

- local semi-skilled Employees unable deliver efficient service- high attrition leading inefficiency in maintaining service quality

standards

- seasonal demands leads to staffing problem

Process

- the service delivery process should be quick and highly time-boundto provide quality service

- in Kadavu, the spread-out layout hindering efficient service operation

Physical Evidence

- the atmosphere in and around the Hotel has been kept enriched withnatural beauty and life

- to create a memorable stay, Kadavu has to organized various games& activities such as boat riding, dance, video games for children, hometheatre ,disco, etc


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Company to Customer (External Marketing) Promotional Offers

Different tariff for different seasons

Special packages for special occasions (like new year)

Packages for family and couples

Pricing Strategy

Variation in Demand

Targeting to premium segment

costlier the place the more prestigious it is For local market they maintain uniformity and price

almost double of the competitors.


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Promotional Activities

Appearance in trade fairs

Provision for marketing and promotion in financialbudget

Distribution through 12 companys agent in 3 cities andtravel agents

Company to employee (internal marketing) Difficult to acquire manpower from outside areas in

such remote places

On-job-training to the employees Lack of formal training

Difficult to maintain the standard level becauseseasonal nature of business and temporary staff.


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Employee to customer ( interactive marketing) Spread out lay out of the resort

To avoid delay in delivery, the customer areencouraged to go to restaurant and caf

Mini bars and kitchenettes are provided in the room

Various games and activities are organized to makevisit memorable

Home theatre and disco on demand

A interactive kitchen


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Hotel is providing apremium service.

High customerexpectation

Lower limit will shiftupward

A narrow ZOT

UPPER LIMIT

LOWER LIMIT

ZOT


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Very few international groups venturing outto northern district of Kerala.

Lack of formal training to the employees

It is difficult to maintain the standards whenemployees are on contractual agreement orare temporary

High attrition rate

Problems with locals ( fishermen, localresidents)


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It should position itself as, A peaceful placewhere you can get away from your stressfullife

Use brochures (Physical Evidence) to promote

their resorts Tie ups with tourism clubs

Packages that include complete Kerala tour

Expanding agent network in North India

Continue participating in domestic andinternational trade fairs

Formal training of the employees

Incentives to the employees apart from salary


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Pricing strategy was designed tosatisfy the ego and status symbol ofpremium class customers.

Differentiating factors of KadavuResort was the ethnic feel of resortand its architecture which gives the

resort an absolutely uniqueappearance.


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Raj resorts and royal resorts can not

compete with Kadavu in terms of qualityof services offered.

The premium pricing adds exclusivitytothe resortsperceived/psychological value,thus the place which is not yet a preferredtourist destination act in positive.


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Mmso Ppt Final