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Marketing Research Project Presentation Title Marketing Strategy Statement in Terms Of ‘STP’ Plus Marketing Mix
Segment :Hotels Industry
Mentor &Team MembersMentor &Team Members
PROF. AASHISH MEHRA (MENTOR)
ANITA SHARMA
MANOJ AGARWAL
PRIYANKA SIKARWAR & TRIVESH SHRIVASTAVA ( TEAM MEMBERS)
VIEW OF HOTEL INDUSTRYVIEW OF HOTEL INDUSTRY
What is Hotel Industry?What is Hotel Industry?““A Building Where Travelers Can Pay A Building Where Travelers Can Pay
for Lodging and Meals and Other for Lodging and Meals and Other ServicesServices””
Objectives of Hotel IndustryObjectives of Hotel IndustryCustomer SatisfactionCustomer SatisfactionHealthHealthSafety EnvironmentSafety EnvironmentTo Promote TourismTo Promote Tourism
FAMOUS “HOTELS” OF GWALIORFAMOUS “HOTELS” OF GWALIOR
Tansen ResidencyTansen Residency *** ***
Established In-Established In- 1978,by M.P. Tourism 1978,by M.P. Tourism
Targeted customer-Targeted customer- corporate ,Tourist . corporate ,Tourist .
Promotion Strategy-Promotion Strategy- Promotion through Promotion through M.P. TourismM.P. Tourism
Slight information about Slight information about AdityazAdityaz
4 * star hotel4 * star hotel
Established in – 1 June 2010Established in – 1 June 2010
No. of employees-250No. of employees-250
Targeted customer- Corporate and elite classTargeted customer- Corporate and elite class
Promotion strategy – Prefer print mediaPromotion strategy – Prefer print media
Central Park Central Park
Established in -2001Established in -2001
3* star hotel3* star hotel
Targeted customer-Targeted customer- corporate ,Tourist as well as corporate ,Tourist as well as local publiclocal public
Promotion strategyPromotion strategy – Prefer print media, through – Prefer print media, through maintaining personal relationshipmaintaining personal relationship
Usha Kiran PalaceUsha Kiran Palace
Established - 120 years agoEstablished - 120 years ago
5* star hotel5* star hotel
Targeted customer-Targeted customer- corporate ,Tourist, and Elite corporate ,Tourist, and Elite classclass
Promotion strategy- Promotion strategy- centralized promotion all centralized promotion all over Indiaover India
MARKETING MIX STRATEGY MARKETING MIX STRATEGY OF HOTELSOF HOTELS
*
ProductsProducts
*Room *Restaurant and Bar. *Meeting room and Banquet facility *Amenities *Services *Safe deposit boxes,etc.
Price
PLACEPLACE
**Location of the hotel is the most Location of the hotel is the most important business decision for the important business decision for the hotel.hotel.
PROMOTION STRATEGYPROMOTION STRATEGY
SegmentationSegmentation
Geographical segmentationGeographical segmentation Demographical segmentationDemographical segmentation Psychographic segmentationPsychographic segmentation Behavioral segmentationBehavioral segmentation
ATTRIBUTESATTRIBUTES
PerformancePerformance FacilityFacility servicesservices LocationLocation QualityQuality Atmosphere of the hotelAtmosphere of the hotel
Why these Why these attributesattributes
All facilityAll facility
High performance
Low performance
Some facility
UKP UKP
1 2 3 4 51 2 3 4 5 -1 - 2 - 3 - 4 - 51 - 2 - 3 - 4 - 5
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ADITYAZ ADITYAZ
TR TR
CP CP
good servicesgood services
perfect location
Bad service
UKP UKP
CP CP
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ADITYAZ ADITYAZ
TR TR
Imperfect location
good qualitygood quality
good
atmosphere
Bad quality
1 2 3 4 51 2 3 4 5 -1 - 2 - 3 - 4 - 51 - 2 - 3 - 4 - 5
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ADITYAZ ADITYAZ
TR TR
Bad
atmosphere
UKP UKP
CP CP
USP of these HotelsUSP of these Hotels
UKP Tag of Tata group of Hotels.UKP Tag of Tata group of Hotels. M.P.Tourism promote to Tansen ResidencyM.P.Tourism promote to Tansen Residency Central Park, there managementCentral Park, there management Adityaz near by malanpur and airportAdityaz near by malanpur and airport
Word of mouth marketingWord of mouth marketing
Amazing facts about this market Amazing facts about this market researchresearch
Something on the check out Something on the check out timetime
Bathroom sleeperBathroom sleeper Phone callPhone call Work on feed backWork on feed back Suggestions for trying Suggestions for trying
something newsomething new Breakfast or some food on Breakfast or some food on
check out timecheck out time Staff behaviorStaff behavior Health clubHealth club Pick & drop (free)Pick & drop (free)
CourierCourier Child careChild care PetPet InternetInternet BabysittingBabysitting Wake-up callWake-up call Currency exchangeCurrency exchange Maid serviceMaid service