Advertisement and Sales Promotion strategies of Hospitality Industry (an Hotel Overview)

Ajay Srivastava

VVISMPGM095114

2009-11

Under the guidance of

Prof SUNITHA RATNAKARAM

College Emblem

A Dissertation submitted as a partial Fulfillment for the Award of

Post Graduate Diploma in Management to the Department of Marketing

Vishwa Vishwani Institute of Systems amp Management

Hyderabad

CERTIFICATION FROM INTERNAL GUIDE

This is to Certify that the dissertation titled ldquoAdvertisement and Sales Promotion strategies of

Hospitality Industry (an Hotel Overview)rdquo By AJAY SRIVASTAVA is a record of research

work done during the year 2010-11 under my directions and that the dissertation has not

previously formed the basis for the award of any degree or Diploma or Associate ship with the

similar title by any other universityInstitute

Hyderabad Signature of Internal Guide

Date (Name of the internal Guide)

Prof SUNITHA

DECLARATION

I hereby declare that the dissertation on ldquoADVERTISEMENT AND SALES

PROMOTION STRATEGIES OF HOSPITALITY INDUSTRY (AN HOTEL

OVERVIEW)rdquo has been written by me during the year 2010-11 under the guidance of Prof

SUNITHA Vishwa Vishwani Institute of Systems amp Management Hyderabad in partial

fulfillment of the requirement of the award of Post Graduate Diploma in Management

I also declare that this dissertation is the result of my own efforts and has not been copied

from any other source or submitted to any other universityInstitute before

Hyderabad Signature

Date (Name of the student)

AJAY SRIVASTAVA

CERTIFICATION

This is to certify that Mr AJAY SRIVASTAVA PGDM IV Semester at Vishwa Vishwani

Institute of Systems amp Management Hyderabad has prepared the dissertation titled

ldquoADVERTISEMENT AND SALES PROMOTION STRATEGIES OF HOSPITALITY

INDUSTRY (AN HOTEL OVERVIEW)rdquo- during the year 2010-11 under the guidance of

Prof SUNITHA RATNAKARAM as a partial fulfillment for the award of Post Graduate

Diploma in Management by our Institute

Hyderabad (Signature)

Date Director Academics

ACKNOWLEDGEMENT

I would like to express my sincere gratitude to my Faculty Guide Prof SUNITHA

RATNAKARAM for taking out his precious time and guiding me throughout my Business

Research Project With the help of his valuable suggestions guidance and encouragement I was

able to perform this project work

I would also like to thank VVISM HYDERABAD for giving me this opportunity to get this

small but relevant exposure to the corporate sector while doing my Project

Last but not the least I would like to thank my colleagues who often helped and gave me

support at critical junctures during the making to this project in one way or another

CHAPTER 1

INTRODUCTION

INTRODUCTION

Many companies are trying to put their arms around the ever-evolving marketing services

dynamics They seek to unify efforts across geographies and business units As it becomes more

apparent that marketing excellence needs to be strengthened companies are implementing new

strategies to continue to push the evolution of a fully integrated marketing approach

The advancement of technology (Internet) created new metrics and led to greater accountability

in marketing Companies could directly interact with a greater number of their individual end-

user consumers and evaluate marketing strategy in terms of the number of eyeballs clicks or

footsteps that search marketing delivered

Now most companies realize that it is also critical to a businessrsquo success to gather information

from these interactions to not only measure behavioral change but also increase profitability

The basis for any successful marketing strategy is an understanding of the firmrsquos target market

The traditional consumer-goods classification system consisting of convenience shopping

specialty and unsought goods are one example of a classifications system that furthers marketersrsquo

understanding of their consumers

(Kotler amp Keller 2006) This system which is based on how consumers think and shop for

products allows marketers to develop marketing mixes for new and present products that satisfy

their customersrsquo want and needs (Perreault Cannon amp McCarthy 2008)

There was a time when companies had secreted away in their annexes marketing services

organizations that essentially acted as a go-between with the creative brain trusts at The

Advertising Agency The agency was a one stop shop for just about everythingmdashespecially

advertising and media buying Of course time changes everything and so does the Internet

The rise of the Internet created new metrics and led to greater accountability in marketing

Companies could directly interact with a greater number of their individual end-user consumers

and evaluate marketing strategy in terms of the number of eyeballs clicks or footsteps that

search marketing delivered Now most companies realize that it is also critical to a businessrsquo

success to gather information from these interactions to not only measure behavioral change but

also increase profitability

The majority of companies have traditionally focused solely on their customers Now traditional

companies are also collaborating with online giants such as Google and Yahoo as well as other

media and direct marketing agencies to increase their market share All of these changes reflect

the resurgence of the consumer as the arbiter of media choices

Many companies are trying to put their arms around the ever-evolving marketing services

dynamic They seek to unify efforts across geographies and business units As it becomes more

apparent that marketing excellence needs to be strengthened companies are implementing new

strategies to continue to push the evolution of a fully integrated marketing approach

Hospitality as an industry segment in itself is a US$ 35 trillion service sector within the global

economy In India the tourism and hospitality industries are witnessing a period of exponential

growth the worlds leading travel and tourism journal CondeNast Traveller ranked India as

the numero uno travel destination inthe world for 2007 as against fourth position in 2006 The

year 2007 also marked the fifth consecutive year during which India has witnessed double-digit

growth in foreign tourist arrivals Along with the rise in foreign tourist arrivals foreign exchange

earnings have shown a robust growth of 256 during January-October 2007 totouch US$ 632

billion as against US$ 503 billion during January-October 2006

Tourism has now become a significant industry in India contributing around 59 per cent of the

Gross Domestic Product (GDP) and providing employment to about 418 million people

1048707 As per the World Travel amp Tourism Council the tourism industry in India is likely to generate

US$ 1214 billion of economic activity by 2015 and Hospitality sector has the potential to earn

US$ 24 billion in foreign exchange by 2015

1048707 Additionally India is also likely to become a major hub for medical tourism with revenues

from the industry estimated to grow from US$ 333 million in 2007 to US$ 22 billion by 2012

says a study by the Confederation of Indian Industry (CII) and McKinsey

1048707 The booming tourism industry has had a cascading effect on the hospitality sector with an

increase in the occupancy ratios and average room rates While occupancy ratio is around 80-85

per cent ndash up nearly 10 percent from three years back the average increase in room rates over the

last one year has hovered around 22-25 It is pertinent to mention in this context that

according to recent estimates there are a total of 110000 rooms in India as against a total

requirement of approximately 250000 ndash demonstrating the untapped potential that continues to

exist in this industry

1048707 With a view to stimulating domestic and international investments in this sector the

government has implemented the following initiatives

i 100 FDI under the automatic route is now permitted in all construction development projects

including construction of hotels and resorts recreational facilities and city and regional level

infrastructure

ii 100 FDI is now permitted in all airport development projects subject to the condition that

FDI for up gradation of existing airports requires FIPB approval beyond 74

iii A five year tax holiday has been extended to Companies that set up hotels resorts and

convention centers at specified destinations subject to compliance with the prescribed

conditions

iv Plans for substantial upgradation of 28 regional airports in smaller towns and the privatization

and expansion of Delhi and Mumbai airports

1048707 The aforementioned initiatives have resulted in increasing FDI inflows being witnessed by this

industry For the period April 2000 to November 2007 a total of US$ 636 million in foreign

direct investments was channelized towards development of hotels and tourism

1048707 The hospitality industry has also been receiving increasing interest from the Private Equity

Sector ndash investments have tripled from US$ 60 million in 2004-05 to over US$ 180 million in

2006-07

1048707 It is estimated that the hospitality sector is likely to see a further US$ 1141 billion in inbound

investments over the next two years

NEED FOR STUDY

To study various competition of Hospitality Industry in Hyderabad and in India

To understand consumer Behavior towards Hospitality industry

To find out Hospitality Industry performance and Future Prospects

To understand the stronger area to attract more Customers

To understand adaptive advt amp promotion tools by company

OBJECTIVE

1048707 To analyze the current trend of industry

1048707 Develop a new framework for studying and evaluating the Cognitive Dissonance of loyal

customers

1048707 Aligning the shift in the services portfolio for loyal customers keeping in mind the

demographics sales channels and the customer trends

The degree of customer satisfaction is a major factor in the determination of a brandrsquos

familiarity which in turn justifies the usage of Promotional tools be it Advertisement or

Promotions There are five levels of brand familiarity

(1) Brand rejection

(2) Brand no recognition

(3) Brand recognition

(4) Brand preference and

(5) Brand insistence

(Perreault Cannon amp McCarthy 2008)

Dissatisfied customers will reject the brand Dissatisfied customer of Extended Problem Solving

type products will experience extreme cognitive dissonance while the level of cognitive

dissonance for Limited Problem Solving products will be minimal

Satisfied customers will recognize prefer or insist upon the brand The level of commitment

varies with brand insistence occupying the highest level

Brand insistence means the customer is truly loyal to the brand or the customer is brand loyal

Just because a customer regularly buys a product does not mean they are loyal to the product

Individuals often buy a product out of habit because they recognize (brand recognition) or prefer

(brand preference) the brand Depending on the type of decision customer satisfaction will vary

Therefore certain generalizations can be made about brand familiarity cognitive dissonance and

brand loyalty

Depending on how the product is viewed by the target market the customer satisfaction will vary

between extreme dissatisfaction vs extreme satisfaction This in turn determines the degree of

cognitive dissonance experienced vs the degree of brand loyalty

RESEARCH METHODOLOGY

ldquoResearch Methodology is a systematic and objective process of identifying and formulating the

problem by setting objectives and methods for collecting editing calculating evaluating

analyzing interpreting and presenting data in order to find justified solutionsrdquo

Research Design

The descriptive research design has been used in this study Descriptive research studies which

are concerned with describing the characteristics of a particular individual or of a group or a

situation Studies concerned with specific predictions with narration of facts and characteristics

concerning individual group or a situation are examples of descriptive research studies

This report is based on primary as well secondary data however primary data collection was

given more importance since it is overhearing factor in attitude studies One of the most

important users of research methodology is that it helps in identifying the problem collecting

analyzing the required information data and providing an alternative solution to the problem It

also helps in collecting the vital information that is required by the top management to assist

them for the better decision making both day to day decision and critical ones

Research design needed is exploratory where primary data can be used to analysis

consumer preference

Whereas Questionnaire method is used to provide the required data

Data sources

Primary data

Primary data helped in the knowledge gathered from our sources Primary data was collected by

means of

Questionnaire

Personal interviews

Telephonic interviews

Primary data helped a lot in order to analyze the whole scenario and to take out the relevant data

from the data provided to us

Secondary data

Secondary data provided the knowledge about the other investment options other than KARVY

in terms of facts and figures

It is a data which are arrived from the primary data and collected from the other various sources

also as follows- through various articles books reports and websites

1048707 Collection of data relevant to the report from internet developed Questionnaire and sites of

service providers and analyze it

1048707 Consultation with Managers (Sales amp Marketing) of Industry

1048707 News Releases on consumer behavior

Post-testing methods actually gives us an idea about the actual performance of the ad in terms of

exposure perception communication and sales effect We can assess the credibility and

comprehension of the ads

Few of the methods of this type of tests are

1 Recall tests In this type of tests the individuals are asked to answer about the ads entirely on

the basis of their memory It could be aided recall where they are given few clues to help them

recall and unaided recall which of course is based on memory alone

2 Recognition test These are also known as readership tests whereby it is seen whether they

buy the product upon seeing the ads Importantly the individual has to qualify as the reader of

that particular issue

3 Triple association test Here the respondent is given certain cues wherein he can relate to a

certain brand For example ndash ldquoThanda Matlabrdquo if the answer is coca cola then it is correct And

if the respondent is able to connect the product with the company then it is a triple association

4 Sales effect tests They measure the various stages of buyer awareness preference buying

intention and actual purchase in relation to actual advertising effort

5 Sales results tests The additional sales generated by the ads are recorded It is difficult

however to correlate an increase in sales to advertising alone

CHAPTER 2

PROFILE OF THE INDUSTRY

INDUSTRY PROFILE

Hospitality is the relationship between guest and host or the act or practice of being hospitable

Specifically this includes the reception and entertainment of guests visitors or strangers

resorts membership clubs conventions attractions special events and other services for

travelers and tourists

The word hospitality derives from the Latin hospes which is formed from hostis which

originally meant to have power The meaning of host can be literally read as lord of

strangers Hostire means equalize or compensate

In the contemporary West hospitality is rarely a matter of protection and survival and is more

associated with etiquette and entertainment However it still involves showing respect for ones

guests providing for their needs and treating them as equals Cultures and subcultures vary in

the extent to which one is expected to show hospitality to strangers as opposed to personal

friends or members of ones in-group

The hospitality service industry includes hotels casinos and resorts which offer comfort and

guidance to strangers but only as part of a business relationship The terms hospital hospice

and hostel also derive from hospitality and these institutions preserve more of the connotation

of personal care

Hospitality ethics is a discipline that studies this usage of hospitality

In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God

This principle is shown in a number of stories where a guest is literally a god who rewards the

provider of hospitality From this stems the Indian approach of graciousness towards guests at

home and in all social situations

Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage

and salary employment Within the industry wage and salary jobs in food services and

drinking places are expected to increase by 16 percent between 2004-14 compared to 14

percent growth projected for wage and salary employment in all industries combined

CERTIFICATION FROM INTERNAL GUIDE

This is to Certify that the dissertation titled ldquoAdvertisement and Sales Promotion strategies of

Hospitality Industry (an Hotel Overview)rdquo By AJAY SRIVASTAVA is a record of research

work done during the year 2010-11 under my directions and that the dissertation has not

previously formed the basis for the award of any degree or Diploma or Associate ship with the

similar title by any other universityInstitute

Hyderabad Signature of Internal Guide

Date (Name of the internal Guide)

Prof SUNITHA

DECLARATION

I hereby declare that the dissertation on ldquoADVERTISEMENT AND SALES

PROMOTION STRATEGIES OF HOSPITALITY INDUSTRY (AN HOTEL

OVERVIEW)rdquo has been written by me during the year 2010-11 under the guidance of Prof

SUNITHA Vishwa Vishwani Institute of Systems amp Management Hyderabad in partial

fulfillment of the requirement of the award of Post Graduate Diploma in Management

I also declare that this dissertation is the result of my own efforts and has not been copied

from any other source or submitted to any other universityInstitute before

Hyderabad Signature

Date (Name of the student)

AJAY SRIVASTAVA

CERTIFICATION

This is to certify that Mr AJAY SRIVASTAVA PGDM IV Semester at Vishwa Vishwani

Institute of Systems amp Management Hyderabad has prepared the dissertation titled

ldquoADVERTISEMENT AND SALES PROMOTION STRATEGIES OF HOSPITALITY

INDUSTRY (AN HOTEL OVERVIEW)rdquo- during the year 2010-11 under the guidance of

Prof SUNITHA RATNAKARAM as a partial fulfillment for the award of Post Graduate

Diploma in Management by our Institute

Hyderabad (Signature)

Date Director Academics

ACKNOWLEDGEMENT

I would like to express my sincere gratitude to my Faculty Guide Prof SUNITHA

RATNAKARAM for taking out his precious time and guiding me throughout my Business

Research Project With the help of his valuable suggestions guidance and encouragement I was

able to perform this project work

I would also like to thank VVISM HYDERABAD for giving me this opportunity to get this

small but relevant exposure to the corporate sector while doing my Project

Last but not the least I would like to thank my colleagues who often helped and gave me

support at critical junctures during the making to this project in one way or another

CHAPTER 1

INTRODUCTION

INTRODUCTION

Many companies are trying to put their arms around the ever-evolving marketing services

dynamics They seek to unify efforts across geographies and business units As it becomes more

apparent that marketing excellence needs to be strengthened companies are implementing new

strategies to continue to push the evolution of a fully integrated marketing approach

The advancement of technology (Internet) created new metrics and led to greater accountability

in marketing Companies could directly interact with a greater number of their individual end-

user consumers and evaluate marketing strategy in terms of the number of eyeballs clicks or

footsteps that search marketing delivered

Now most companies realize that it is also critical to a businessrsquo success to gather information

from these interactions to not only measure behavioral change but also increase profitability

The basis for any successful marketing strategy is an understanding of the firmrsquos target market

The traditional consumer-goods classification system consisting of convenience shopping

specialty and unsought goods are one example of a classifications system that furthers marketersrsquo

understanding of their consumers

(Kotler amp Keller 2006) This system which is based on how consumers think and shop for

products allows marketers to develop marketing mixes for new and present products that satisfy

their customersrsquo want and needs (Perreault Cannon amp McCarthy 2008)

There was a time when companies had secreted away in their annexes marketing services

organizations that essentially acted as a go-between with the creative brain trusts at The

Advertising Agency The agency was a one stop shop for just about everythingmdashespecially

advertising and media buying Of course time changes everything and so does the Internet

The rise of the Internet created new metrics and led to greater accountability in marketing

Companies could directly interact with a greater number of their individual end-user consumers

and evaluate marketing strategy in terms of the number of eyeballs clicks or footsteps that

search marketing delivered Now most companies realize that it is also critical to a businessrsquo

success to gather information from these interactions to not only measure behavioral change but

also increase profitability

The majority of companies have traditionally focused solely on their customers Now traditional

companies are also collaborating with online giants such as Google and Yahoo as well as other

media and direct marketing agencies to increase their market share All of these changes reflect

the resurgence of the consumer as the arbiter of media choices

Many companies are trying to put their arms around the ever-evolving marketing services

dynamic They seek to unify efforts across geographies and business units As it becomes more

apparent that marketing excellence needs to be strengthened companies are implementing new

strategies to continue to push the evolution of a fully integrated marketing approach

Hospitality as an industry segment in itself is a US$ 35 trillion service sector within the global

economy In India the tourism and hospitality industries are witnessing a period of exponential

growth the worlds leading travel and tourism journal CondeNast Traveller ranked India as

the numero uno travel destination inthe world for 2007 as against fourth position in 2006 The

year 2007 also marked the fifth consecutive year during which India has witnessed double-digit

growth in foreign tourist arrivals Along with the rise in foreign tourist arrivals foreign exchange

earnings have shown a robust growth of 256 during January-October 2007 totouch US$ 632

billion as against US$ 503 billion during January-October 2006

Tourism has now become a significant industry in India contributing around 59 per cent of the

Gross Domestic Product (GDP) and providing employment to about 418 million people

1048707 As per the World Travel amp Tourism Council the tourism industry in India is likely to generate

US$ 1214 billion of economic activity by 2015 and Hospitality sector has the potential to earn

US$ 24 billion in foreign exchange by 2015

1048707 Additionally India is also likely to become a major hub for medical tourism with revenues

from the industry estimated to grow from US$ 333 million in 2007 to US$ 22 billion by 2012

says a study by the Confederation of Indian Industry (CII) and McKinsey

1048707 The booming tourism industry has had a cascading effect on the hospitality sector with an

increase in the occupancy ratios and average room rates While occupancy ratio is around 80-85

per cent ndash up nearly 10 percent from three years back the average increase in room rates over the

last one year has hovered around 22-25 It is pertinent to mention in this context that

according to recent estimates there are a total of 110000 rooms in India as against a total

requirement of approximately 250000 ndash demonstrating the untapped potential that continues to

exist in this industry

1048707 With a view to stimulating domestic and international investments in this sector the

government has implemented the following initiatives

i 100 FDI under the automatic route is now permitted in all construction development projects

including construction of hotels and resorts recreational facilities and city and regional level

infrastructure

ii 100 FDI is now permitted in all airport development projects subject to the condition that

FDI for up gradation of existing airports requires FIPB approval beyond 74

iii A five year tax holiday has been extended to Companies that set up hotels resorts and

convention centers at specified destinations subject to compliance with the prescribed

conditions

iv Plans for substantial upgradation of 28 regional airports in smaller towns and the privatization

and expansion of Delhi and Mumbai airports

1048707 The aforementioned initiatives have resulted in increasing FDI inflows being witnessed by this

industry For the period April 2000 to November 2007 a total of US$ 636 million in foreign

direct investments was channelized towards development of hotels and tourism

1048707 The hospitality industry has also been receiving increasing interest from the Private Equity

Sector ndash investments have tripled from US$ 60 million in 2004-05 to over US$ 180 million in

2006-07

1048707 It is estimated that the hospitality sector is likely to see a further US$ 1141 billion in inbound

investments over the next two years

NEED FOR STUDY

To study various competition of Hospitality Industry in Hyderabad and in India

To understand consumer Behavior towards Hospitality industry

To find out Hospitality Industry performance and Future Prospects

To understand the stronger area to attract more Customers

To understand adaptive advt amp promotion tools by company

OBJECTIVE

1048707 To analyze the current trend of industry

1048707 Develop a new framework for studying and evaluating the Cognitive Dissonance of loyal

customers

1048707 Aligning the shift in the services portfolio for loyal customers keeping in mind the

demographics sales channels and the customer trends

The degree of customer satisfaction is a major factor in the determination of a brandrsquos

familiarity which in turn justifies the usage of Promotional tools be it Advertisement or

Promotions There are five levels of brand familiarity

(1) Brand rejection

(2) Brand no recognition

(3) Brand recognition

(4) Brand preference and

(5) Brand insistence

(Perreault Cannon amp McCarthy 2008)

Dissatisfied customers will reject the brand Dissatisfied customer of Extended Problem Solving

type products will experience extreme cognitive dissonance while the level of cognitive

dissonance for Limited Problem Solving products will be minimal

Satisfied customers will recognize prefer or insist upon the brand The level of commitment

varies with brand insistence occupying the highest level

Brand insistence means the customer is truly loyal to the brand or the customer is brand loyal

Just because a customer regularly buys a product does not mean they are loyal to the product

Individuals often buy a product out of habit because they recognize (brand recognition) or prefer

(brand preference) the brand Depending on the type of decision customer satisfaction will vary

Therefore certain generalizations can be made about brand familiarity cognitive dissonance and

brand loyalty

Depending on how the product is viewed by the target market the customer satisfaction will vary

between extreme dissatisfaction vs extreme satisfaction This in turn determines the degree of

cognitive dissonance experienced vs the degree of brand loyalty

RESEARCH METHODOLOGY

ldquoResearch Methodology is a systematic and objective process of identifying and formulating the

problem by setting objectives and methods for collecting editing calculating evaluating

analyzing interpreting and presenting data in order to find justified solutionsrdquo

Research Design

The descriptive research design has been used in this study Descriptive research studies which

are concerned with describing the characteristics of a particular individual or of a group or a

situation Studies concerned with specific predictions with narration of facts and characteristics

concerning individual group or a situation are examples of descriptive research studies

This report is based on primary as well secondary data however primary data collection was

given more importance since it is overhearing factor in attitude studies One of the most

important users of research methodology is that it helps in identifying the problem collecting

analyzing the required information data and providing an alternative solution to the problem It

also helps in collecting the vital information that is required by the top management to assist

them for the better decision making both day to day decision and critical ones

Research design needed is exploratory where primary data can be used to analysis

consumer preference

Whereas Questionnaire method is used to provide the required data

Data sources

Primary data

Primary data helped in the knowledge gathered from our sources Primary data was collected by

means of

Questionnaire

Personal interviews

Telephonic interviews

Primary data helped a lot in order to analyze the whole scenario and to take out the relevant data

from the data provided to us

Secondary data

Secondary data provided the knowledge about the other investment options other than KARVY

in terms of facts and figures

It is a data which are arrived from the primary data and collected from the other various sources

also as follows- through various articles books reports and websites

1048707 Collection of data relevant to the report from internet developed Questionnaire and sites of

service providers and analyze it

1048707 Consultation with Managers (Sales amp Marketing) of Industry

1048707 News Releases on consumer behavior

Post-testing methods actually gives us an idea about the actual performance of the ad in terms of

exposure perception communication and sales effect We can assess the credibility and

comprehension of the ads

Few of the methods of this type of tests are

1 Recall tests In this type of tests the individuals are asked to answer about the ads entirely on

the basis of their memory It could be aided recall where they are given few clues to help them

recall and unaided recall which of course is based on memory alone

2 Recognition test These are also known as readership tests whereby it is seen whether they

buy the product upon seeing the ads Importantly the individual has to qualify as the reader of

that particular issue

3 Triple association test Here the respondent is given certain cues wherein he can relate to a

certain brand For example ndash ldquoThanda Matlabrdquo if the answer is coca cola then it is correct And

if the respondent is able to connect the product with the company then it is a triple association

4 Sales effect tests They measure the various stages of buyer awareness preference buying

intention and actual purchase in relation to actual advertising effort

5 Sales results tests The additional sales generated by the ads are recorded It is difficult

however to correlate an increase in sales to advertising alone

CHAPTER 2

PROFILE OF THE INDUSTRY

INDUSTRY PROFILE

Hospitality is the relationship between guest and host or the act or practice of being hospitable

Specifically this includes the reception and entertainment of guests visitors or strangers

resorts membership clubs conventions attractions special events and other services for

travelers and tourists

The word hospitality derives from the Latin hospes which is formed from hostis which

originally meant to have power The meaning of host can be literally read as lord of

strangers Hostire means equalize or compensate

In the contemporary West hospitality is rarely a matter of protection and survival and is more

associated with etiquette and entertainment However it still involves showing respect for ones

guests providing for their needs and treating them as equals Cultures and subcultures vary in

the extent to which one is expected to show hospitality to strangers as opposed to personal

friends or members of ones in-group

The hospitality service industry includes hotels casinos and resorts which offer comfort and

guidance to strangers but only as part of a business relationship The terms hospital hospice

and hostel also derive from hospitality and these institutions preserve more of the connotation

of personal care

Hospitality ethics is a discipline that studies this usage of hospitality

In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God

This principle is shown in a number of stories where a guest is literally a god who rewards the

provider of hospitality From this stems the Indian approach of graciousness towards guests at

home and in all social situations

Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage

and salary employment Within the industry wage and salary jobs in food services and

drinking places are expected to increase by 16 percent between 2004-14 compared to 14

percent growth projected for wage and salary employment in all industries combined

DECLARATION

I hereby declare that the dissertation on ldquoADVERTISEMENT AND SALES

PROMOTION STRATEGIES OF HOSPITALITY INDUSTRY (AN HOTEL

OVERVIEW)rdquo has been written by me during the year 2010-11 under the guidance of Prof

SUNITHA Vishwa Vishwani Institute of Systems amp Management Hyderabad in partial

fulfillment of the requirement of the award of Post Graduate Diploma in Management

I also declare that this dissertation is the result of my own efforts and has not been copied

from any other source or submitted to any other universityInstitute before

Hyderabad Signature

Date (Name of the student)

AJAY SRIVASTAVA

CERTIFICATION

This is to certify that Mr AJAY SRIVASTAVA PGDM IV Semester at Vishwa Vishwani

Institute of Systems amp Management Hyderabad has prepared the dissertation titled

ldquoADVERTISEMENT AND SALES PROMOTION STRATEGIES OF HOSPITALITY

INDUSTRY (AN HOTEL OVERVIEW)rdquo- during the year 2010-11 under the guidance of

Prof SUNITHA RATNAKARAM as a partial fulfillment for the award of Post Graduate

Diploma in Management by our Institute

Hyderabad (Signature)

Date Director Academics

ACKNOWLEDGEMENT

I would like to express my sincere gratitude to my Faculty Guide Prof SUNITHA

RATNAKARAM for taking out his precious time and guiding me throughout my Business

Research Project With the help of his valuable suggestions guidance and encouragement I was

able to perform this project work

I would also like to thank VVISM HYDERABAD for giving me this opportunity to get this

small but relevant exposure to the corporate sector while doing my Project

Last but not the least I would like to thank my colleagues who often helped and gave me

support at critical junctures during the making to this project in one way or another

CHAPTER 1

INTRODUCTION

INTRODUCTION

Many companies are trying to put their arms around the ever-evolving marketing services

dynamics They seek to unify efforts across geographies and business units As it becomes more

apparent that marketing excellence needs to be strengthened companies are implementing new

strategies to continue to push the evolution of a fully integrated marketing approach

The advancement of technology (Internet) created new metrics and led to greater accountability

in marketing Companies could directly interact with a greater number of their individual end-

user consumers and evaluate marketing strategy in terms of the number of eyeballs clicks or

footsteps that search marketing delivered

Now most companies realize that it is also critical to a businessrsquo success to gather information

from these interactions to not only measure behavioral change but also increase profitability

The basis for any successful marketing strategy is an understanding of the firmrsquos target market

The traditional consumer-goods classification system consisting of convenience shopping

specialty and unsought goods are one example of a classifications system that furthers marketersrsquo

understanding of their consumers

(Kotler amp Keller 2006) This system which is based on how consumers think and shop for

products allows marketers to develop marketing mixes for new and present products that satisfy

their customersrsquo want and needs (Perreault Cannon amp McCarthy 2008)

There was a time when companies had secreted away in their annexes marketing services

organizations that essentially acted as a go-between with the creative brain trusts at The

Advertising Agency The agency was a one stop shop for just about everythingmdashespecially

advertising and media buying Of course time changes everything and so does the Internet

The rise of the Internet created new metrics and led to greater accountability in marketing

Companies could directly interact with a greater number of their individual end-user consumers

and evaluate marketing strategy in terms of the number of eyeballs clicks or footsteps that

search marketing delivered Now most companies realize that it is also critical to a businessrsquo

success to gather information from these interactions to not only measure behavioral change but

also increase profitability

The majority of companies have traditionally focused solely on their customers Now traditional

companies are also collaborating with online giants such as Google and Yahoo as well as other

media and direct marketing agencies to increase their market share All of these changes reflect

the resurgence of the consumer as the arbiter of media choices

Many companies are trying to put their arms around the ever-evolving marketing services

dynamic They seek to unify efforts across geographies and business units As it becomes more

apparent that marketing excellence needs to be strengthened companies are implementing new

strategies to continue to push the evolution of a fully integrated marketing approach

Hospitality as an industry segment in itself is a US$ 35 trillion service sector within the global

economy In India the tourism and hospitality industries are witnessing a period of exponential

growth the worlds leading travel and tourism journal CondeNast Traveller ranked India as

the numero uno travel destination inthe world for 2007 as against fourth position in 2006 The

year 2007 also marked the fifth consecutive year during which India has witnessed double-digit

growth in foreign tourist arrivals Along with the rise in foreign tourist arrivals foreign exchange

earnings have shown a robust growth of 256 during January-October 2007 totouch US$ 632

billion as against US$ 503 billion during January-October 2006

Tourism has now become a significant industry in India contributing around 59 per cent of the

Gross Domestic Product (GDP) and providing employment to about 418 million people

1048707 As per the World Travel amp Tourism Council the tourism industry in India is likely to generate

US$ 1214 billion of economic activity by 2015 and Hospitality sector has the potential to earn

US$ 24 billion in foreign exchange by 2015

1048707 Additionally India is also likely to become a major hub for medical tourism with revenues

from the industry estimated to grow from US$ 333 million in 2007 to US$ 22 billion by 2012

says a study by the Confederation of Indian Industry (CII) and McKinsey

1048707 The booming tourism industry has had a cascading effect on the hospitality sector with an

increase in the occupancy ratios and average room rates While occupancy ratio is around 80-85

per cent ndash up nearly 10 percent from three years back the average increase in room rates over the

last one year has hovered around 22-25 It is pertinent to mention in this context that

according to recent estimates there are a total of 110000 rooms in India as against a total

requirement of approximately 250000 ndash demonstrating the untapped potential that continues to

exist in this industry

1048707 With a view to stimulating domestic and international investments in this sector the

government has implemented the following initiatives

i 100 FDI under the automatic route is now permitted in all construction development projects

including construction of hotels and resorts recreational facilities and city and regional level

infrastructure

ii 100 FDI is now permitted in all airport development projects subject to the condition that

FDI for up gradation of existing airports requires FIPB approval beyond 74

iii A five year tax holiday has been extended to Companies that set up hotels resorts and

convention centers at specified destinations subject to compliance with the prescribed

conditions

iv Plans for substantial upgradation of 28 regional airports in smaller towns and the privatization

and expansion of Delhi and Mumbai airports

1048707 The aforementioned initiatives have resulted in increasing FDI inflows being witnessed by this

industry For the period April 2000 to November 2007 a total of US$ 636 million in foreign

direct investments was channelized towards development of hotels and tourism

1048707 The hospitality industry has also been receiving increasing interest from the Private Equity

Sector ndash investments have tripled from US$ 60 million in 2004-05 to over US$ 180 million in

2006-07

1048707 It is estimated that the hospitality sector is likely to see a further US$ 1141 billion in inbound

investments over the next two years

NEED FOR STUDY

To study various competition of Hospitality Industry in Hyderabad and in India

To understand consumer Behavior towards Hospitality industry

To find out Hospitality Industry performance and Future Prospects

To understand the stronger area to attract more Customers

To understand adaptive advt amp promotion tools by company

OBJECTIVE

1048707 To analyze the current trend of industry

1048707 Develop a new framework for studying and evaluating the Cognitive Dissonance of loyal

customers

1048707 Aligning the shift in the services portfolio for loyal customers keeping in mind the

demographics sales channels and the customer trends

The degree of customer satisfaction is a major factor in the determination of a brandrsquos

familiarity which in turn justifies the usage of Promotional tools be it Advertisement or

Promotions There are five levels of brand familiarity

(1) Brand rejection

(2) Brand no recognition

(3) Brand recognition

(4) Brand preference and

(5) Brand insistence

(Perreault Cannon amp McCarthy 2008)

Dissatisfied customers will reject the brand Dissatisfied customer of Extended Problem Solving

type products will experience extreme cognitive dissonance while the level of cognitive

dissonance for Limited Problem Solving products will be minimal

Satisfied customers will recognize prefer or insist upon the brand The level of commitment

varies with brand insistence occupying the highest level

Brand insistence means the customer is truly loyal to the brand or the customer is brand loyal

Just because a customer regularly buys a product does not mean they are loyal to the product

Individuals often buy a product out of habit because they recognize (brand recognition) or prefer

(brand preference) the brand Depending on the type of decision customer satisfaction will vary

Therefore certain generalizations can be made about brand familiarity cognitive dissonance and

brand loyalty

Depending on how the product is viewed by the target market the customer satisfaction will vary

between extreme dissatisfaction vs extreme satisfaction This in turn determines the degree of

cognitive dissonance experienced vs the degree of brand loyalty

RESEARCH METHODOLOGY

ldquoResearch Methodology is a systematic and objective process of identifying and formulating the

problem by setting objectives and methods for collecting editing calculating evaluating

analyzing interpreting and presenting data in order to find justified solutionsrdquo

Research Design

The descriptive research design has been used in this study Descriptive research studies which

are concerned with describing the characteristics of a particular individual or of a group or a

situation Studies concerned with specific predictions with narration of facts and characteristics

concerning individual group or a situation are examples of descriptive research studies

This report is based on primary as well secondary data however primary data collection was

given more importance since it is overhearing factor in attitude studies One of the most

important users of research methodology is that it helps in identifying the problem collecting

analyzing the required information data and providing an alternative solution to the problem It

also helps in collecting the vital information that is required by the top management to assist

them for the better decision making both day to day decision and critical ones

Research design needed is exploratory where primary data can be used to analysis

consumer preference

Whereas Questionnaire method is used to provide the required data

Data sources

Primary data

Primary data helped in the knowledge gathered from our sources Primary data was collected by

means of

Questionnaire

Personal interviews

Telephonic interviews

Primary data helped a lot in order to analyze the whole scenario and to take out the relevant data

from the data provided to us

Secondary data

Secondary data provided the knowledge about the other investment options other than KARVY

in terms of facts and figures

It is a data which are arrived from the primary data and collected from the other various sources

also as follows- through various articles books reports and websites

1048707 Collection of data relevant to the report from internet developed Questionnaire and sites of

service providers and analyze it

1048707 Consultation with Managers (Sales amp Marketing) of Industry

1048707 News Releases on consumer behavior

Post-testing methods actually gives us an idea about the actual performance of the ad in terms of

exposure perception communication and sales effect We can assess the credibility and

comprehension of the ads

Few of the methods of this type of tests are

1 Recall tests In this type of tests the individuals are asked to answer about the ads entirely on

the basis of their memory It could be aided recall where they are given few clues to help them

recall and unaided recall which of course is based on memory alone

2 Recognition test These are also known as readership tests whereby it is seen whether they

buy the product upon seeing the ads Importantly the individual has to qualify as the reader of

that particular issue

3 Triple association test Here the respondent is given certain cues wherein he can relate to a

certain brand For example ndash ldquoThanda Matlabrdquo if the answer is coca cola then it is correct And

if the respondent is able to connect the product with the company then it is a triple association

4 Sales effect tests They measure the various stages of buyer awareness preference buying

intention and actual purchase in relation to actual advertising effort

5 Sales results tests The additional sales generated by the ads are recorded It is difficult

however to correlate an increase in sales to advertising alone

CHAPTER 2

PROFILE OF THE INDUSTRY

INDUSTRY PROFILE

Hospitality is the relationship between guest and host or the act or practice of being hospitable

Specifically this includes the reception and entertainment of guests visitors or strangers

resorts membership clubs conventions attractions special events and other services for

travelers and tourists

The word hospitality derives from the Latin hospes which is formed from hostis which

originally meant to have power The meaning of host can be literally read as lord of

strangers Hostire means equalize or compensate

In the contemporary West hospitality is rarely a matter of protection and survival and is more

associated with etiquette and entertainment However it still involves showing respect for ones

guests providing for their needs and treating them as equals Cultures and subcultures vary in

the extent to which one is expected to show hospitality to strangers as opposed to personal

friends or members of ones in-group

The hospitality service industry includes hotels casinos and resorts which offer comfort and

guidance to strangers but only as part of a business relationship The terms hospital hospice

and hostel also derive from hospitality and these institutions preserve more of the connotation

of personal care

Hospitality ethics is a discipline that studies this usage of hospitality

In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God

This principle is shown in a number of stories where a guest is literally a god who rewards the

provider of hospitality From this stems the Indian approach of graciousness towards guests at

home and in all social situations

Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage

and salary employment Within the industry wage and salary jobs in food services and

drinking places are expected to increase by 16 percent between 2004-14 compared to 14

percent growth projected for wage and salary employment in all industries combined

CERTIFICATION

This is to certify that Mr AJAY SRIVASTAVA PGDM IV Semester at Vishwa Vishwani

Institute of Systems amp Management Hyderabad has prepared the dissertation titled

ldquoADVERTISEMENT AND SALES PROMOTION STRATEGIES OF HOSPITALITY

INDUSTRY (AN HOTEL OVERVIEW)rdquo- during the year 2010-11 under the guidance of

Prof SUNITHA RATNAKARAM as a partial fulfillment for the award of Post Graduate

Diploma in Management by our Institute

Hyderabad (Signature)

Date Director Academics

ACKNOWLEDGEMENT

I would like to express my sincere gratitude to my Faculty Guide Prof SUNITHA

RATNAKARAM for taking out his precious time and guiding me throughout my Business

Research Project With the help of his valuable suggestions guidance and encouragement I was

able to perform this project work

I would also like to thank VVISM HYDERABAD for giving me this opportunity to get this

small but relevant exposure to the corporate sector while doing my Project

Last but not the least I would like to thank my colleagues who often helped and gave me

support at critical junctures during the making to this project in one way or another

CHAPTER 1

INTRODUCTION

INTRODUCTION

Many companies are trying to put their arms around the ever-evolving marketing services

dynamics They seek to unify efforts across geographies and business units As it becomes more

apparent that marketing excellence needs to be strengthened companies are implementing new

strategies to continue to push the evolution of a fully integrated marketing approach

The advancement of technology (Internet) created new metrics and led to greater accountability

in marketing Companies could directly interact with a greater number of their individual end-

user consumers and evaluate marketing strategy in terms of the number of eyeballs clicks or

footsteps that search marketing delivered

Now most companies realize that it is also critical to a businessrsquo success to gather information

from these interactions to not only measure behavioral change but also increase profitability

The basis for any successful marketing strategy is an understanding of the firmrsquos target market

The traditional consumer-goods classification system consisting of convenience shopping

specialty and unsought goods are one example of a classifications system that furthers marketersrsquo

understanding of their consumers

(Kotler amp Keller 2006) This system which is based on how consumers think and shop for

products allows marketers to develop marketing mixes for new and present products that satisfy

their customersrsquo want and needs (Perreault Cannon amp McCarthy 2008)

There was a time when companies had secreted away in their annexes marketing services

organizations that essentially acted as a go-between with the creative brain trusts at The

Advertising Agency The agency was a one stop shop for just about everythingmdashespecially

advertising and media buying Of course time changes everything and so does the Internet

The rise of the Internet created new metrics and led to greater accountability in marketing

Companies could directly interact with a greater number of their individual end-user consumers

and evaluate marketing strategy in terms of the number of eyeballs clicks or footsteps that

search marketing delivered Now most companies realize that it is also critical to a businessrsquo

success to gather information from these interactions to not only measure behavioral change but

also increase profitability

The majority of companies have traditionally focused solely on their customers Now traditional

companies are also collaborating with online giants such as Google and Yahoo as well as other

media and direct marketing agencies to increase their market share All of these changes reflect

the resurgence of the consumer as the arbiter of media choices

Many companies are trying to put their arms around the ever-evolving marketing services

dynamic They seek to unify efforts across geographies and business units As it becomes more

apparent that marketing excellence needs to be strengthened companies are implementing new

strategies to continue to push the evolution of a fully integrated marketing approach

Hospitality as an industry segment in itself is a US$ 35 trillion service sector within the global

economy In India the tourism and hospitality industries are witnessing a period of exponential

growth the worlds leading travel and tourism journal CondeNast Traveller ranked India as

the numero uno travel destination inthe world for 2007 as against fourth position in 2006 The

year 2007 also marked the fifth consecutive year during which India has witnessed double-digit

growth in foreign tourist arrivals Along with the rise in foreign tourist arrivals foreign exchange

earnings have shown a robust growth of 256 during January-October 2007 totouch US$ 632

billion as against US$ 503 billion during January-October 2006

Tourism has now become a significant industry in India contributing around 59 per cent of the

Gross Domestic Product (GDP) and providing employment to about 418 million people

1048707 As per the World Travel amp Tourism Council the tourism industry in India is likely to generate

US$ 1214 billion of economic activity by 2015 and Hospitality sector has the potential to earn

US$ 24 billion in foreign exchange by 2015

1048707 Additionally India is also likely to become a major hub for medical tourism with revenues

from the industry estimated to grow from US$ 333 million in 2007 to US$ 22 billion by 2012

says a study by the Confederation of Indian Industry (CII) and McKinsey

1048707 The booming tourism industry has had a cascading effect on the hospitality sector with an

increase in the occupancy ratios and average room rates While occupancy ratio is around 80-85

per cent ndash up nearly 10 percent from three years back the average increase in room rates over the

last one year has hovered around 22-25 It is pertinent to mention in this context that

according to recent estimates there are a total of 110000 rooms in India as against a total

requirement of approximately 250000 ndash demonstrating the untapped potential that continues to

exist in this industry

1048707 With a view to stimulating domestic and international investments in this sector the

government has implemented the following initiatives

i 100 FDI under the automatic route is now permitted in all construction development projects

including construction of hotels and resorts recreational facilities and city and regional level

infrastructure

ii 100 FDI is now permitted in all airport development projects subject to the condition that

FDI for up gradation of existing airports requires FIPB approval beyond 74

iii A five year tax holiday has been extended to Companies that set up hotels resorts and

convention centers at specified destinations subject to compliance with the prescribed

conditions

iv Plans for substantial upgradation of 28 regional airports in smaller towns and the privatization

and expansion of Delhi and Mumbai airports

1048707 The aforementioned initiatives have resulted in increasing FDI inflows being witnessed by this

industry For the period April 2000 to November 2007 a total of US$ 636 million in foreign

direct investments was channelized towards development of hotels and tourism

1048707 The hospitality industry has also been receiving increasing interest from the Private Equity

Sector ndash investments have tripled from US$ 60 million in 2004-05 to over US$ 180 million in

2006-07

1048707 It is estimated that the hospitality sector is likely to see a further US$ 1141 billion in inbound

investments over the next two years

NEED FOR STUDY

To study various competition of Hospitality Industry in Hyderabad and in India

To understand consumer Behavior towards Hospitality industry

To find out Hospitality Industry performance and Future Prospects

To understand the stronger area to attract more Customers

To understand adaptive advt amp promotion tools by company

OBJECTIVE

1048707 To analyze the current trend of industry

1048707 Develop a new framework for studying and evaluating the Cognitive Dissonance of loyal

customers

1048707 Aligning the shift in the services portfolio for loyal customers keeping in mind the

demographics sales channels and the customer trends

The degree of customer satisfaction is a major factor in the determination of a brandrsquos

familiarity which in turn justifies the usage of Promotional tools be it Advertisement or

Promotions There are five levels of brand familiarity

(1) Brand rejection

(2) Brand no recognition

(3) Brand recognition

(4) Brand preference and

(5) Brand insistence

(Perreault Cannon amp McCarthy 2008)

Dissatisfied customers will reject the brand Dissatisfied customer of Extended Problem Solving

type products will experience extreme cognitive dissonance while the level of cognitive

dissonance for Limited Problem Solving products will be minimal

Satisfied customers will recognize prefer or insist upon the brand The level of commitment

varies with brand insistence occupying the highest level

Brand insistence means the customer is truly loyal to the brand or the customer is brand loyal

Just because a customer regularly buys a product does not mean they are loyal to the product

Individuals often buy a product out of habit because they recognize (brand recognition) or prefer

(brand preference) the brand Depending on the type of decision customer satisfaction will vary

Therefore certain generalizations can be made about brand familiarity cognitive dissonance and

brand loyalty

Depending on how the product is viewed by the target market the customer satisfaction will vary

between extreme dissatisfaction vs extreme satisfaction This in turn determines the degree of

cognitive dissonance experienced vs the degree of brand loyalty

RESEARCH METHODOLOGY

ldquoResearch Methodology is a systematic and objective process of identifying and formulating the

problem by setting objectives and methods for collecting editing calculating evaluating

analyzing interpreting and presenting data in order to find justified solutionsrdquo

Research Design

The descriptive research design has been used in this study Descriptive research studies which

are concerned with describing the characteristics of a particular individual or of a group or a

situation Studies concerned with specific predictions with narration of facts and characteristics

concerning individual group or a situation are examples of descriptive research studies

This report is based on primary as well secondary data however primary data collection was

given more importance since it is overhearing factor in attitude studies One of the most

important users of research methodology is that it helps in identifying the problem collecting

analyzing the required information data and providing an alternative solution to the problem It

also helps in collecting the vital information that is required by the top management to assist

them for the better decision making both day to day decision and critical ones

Research design needed is exploratory where primary data can be used to analysis

consumer preference

Whereas Questionnaire method is used to provide the required data

Data sources

Primary data

Primary data helped in the knowledge gathered from our sources Primary data was collected by

means of

Questionnaire

Personal interviews

Telephonic interviews

Primary data helped a lot in order to analyze the whole scenario and to take out the relevant data

from the data provided to us

Secondary data

Secondary data provided the knowledge about the other investment options other than KARVY

in terms of facts and figures

It is a data which are arrived from the primary data and collected from the other various sources

also as follows- through various articles books reports and websites

1048707 Collection of data relevant to the report from internet developed Questionnaire and sites of

service providers and analyze it

1048707 Consultation with Managers (Sales amp Marketing) of Industry

1048707 News Releases on consumer behavior

Post-testing methods actually gives us an idea about the actual performance of the ad in terms of

exposure perception communication and sales effect We can assess the credibility and

comprehension of the ads

Few of the methods of this type of tests are

1 Recall tests In this type of tests the individuals are asked to answer about the ads entirely on

the basis of their memory It could be aided recall where they are given few clues to help them

recall and unaided recall which of course is based on memory alone

2 Recognition test These are also known as readership tests whereby it is seen whether they

buy the product upon seeing the ads Importantly the individual has to qualify as the reader of

that particular issue

3 Triple association test Here the respondent is given certain cues wherein he can relate to a

certain brand For example ndash ldquoThanda Matlabrdquo if the answer is coca cola then it is correct And

if the respondent is able to connect the product with the company then it is a triple association

4 Sales effect tests They measure the various stages of buyer awareness preference buying

intention and actual purchase in relation to actual advertising effort

5 Sales results tests The additional sales generated by the ads are recorded It is difficult

however to correlate an increase in sales to advertising alone

CHAPTER 2

PROFILE OF THE INDUSTRY

INDUSTRY PROFILE

Hospitality is the relationship between guest and host or the act or practice of being hospitable

Specifically this includes the reception and entertainment of guests visitors or strangers

resorts membership clubs conventions attractions special events and other services for

travelers and tourists

The word hospitality derives from the Latin hospes which is formed from hostis which

originally meant to have power The meaning of host can be literally read as lord of

strangers Hostire means equalize or compensate

In the contemporary West hospitality is rarely a matter of protection and survival and is more

associated with etiquette and entertainment However it still involves showing respect for ones

guests providing for their needs and treating them as equals Cultures and subcultures vary in

the extent to which one is expected to show hospitality to strangers as opposed to personal

friends or members of ones in-group

The hospitality service industry includes hotels casinos and resorts which offer comfort and

guidance to strangers but only as part of a business relationship The terms hospital hospice

and hostel also derive from hospitality and these institutions preserve more of the connotation

of personal care

Hospitality ethics is a discipline that studies this usage of hospitality

In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God

This principle is shown in a number of stories where a guest is literally a god who rewards the

provider of hospitality From this stems the Indian approach of graciousness towards guests at

home and in all social situations

Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage

and salary employment Within the industry wage and salary jobs in food services and

drinking places are expected to increase by 16 percent between 2004-14 compared to 14

percent growth projected for wage and salary employment in all industries combined

ACKNOWLEDGEMENT

I would like to express my sincere gratitude to my Faculty Guide Prof SUNITHA

RATNAKARAM for taking out his precious time and guiding me throughout my Business

Research Project With the help of his valuable suggestions guidance and encouragement I was

able to perform this project work

I would also like to thank VVISM HYDERABAD for giving me this opportunity to get this

small but relevant exposure to the corporate sector while doing my Project

Last but not the least I would like to thank my colleagues who often helped and gave me

support at critical junctures during the making to this project in one way or another

CHAPTER 1

INTRODUCTION

INTRODUCTION

Many companies are trying to put their arms around the ever-evolving marketing services

dynamics They seek to unify efforts across geographies and business units As it becomes more

apparent that marketing excellence needs to be strengthened companies are implementing new

strategies to continue to push the evolution of a fully integrated marketing approach

The advancement of technology (Internet) created new metrics and led to greater accountability

in marketing Companies could directly interact with a greater number of their individual end-

user consumers and evaluate marketing strategy in terms of the number of eyeballs clicks or

footsteps that search marketing delivered

Now most companies realize that it is also critical to a businessrsquo success to gather information

from these interactions to not only measure behavioral change but also increase profitability

The basis for any successful marketing strategy is an understanding of the firmrsquos target market

The traditional consumer-goods classification system consisting of convenience shopping

specialty and unsought goods are one example of a classifications system that furthers marketersrsquo

understanding of their consumers

(Kotler amp Keller 2006) This system which is based on how consumers think and shop for

products allows marketers to develop marketing mixes for new and present products that satisfy

their customersrsquo want and needs (Perreault Cannon amp McCarthy 2008)

There was a time when companies had secreted away in their annexes marketing services

organizations that essentially acted as a go-between with the creative brain trusts at The

Advertising Agency The agency was a one stop shop for just about everythingmdashespecially

advertising and media buying Of course time changes everything and so does the Internet

The rise of the Internet created new metrics and led to greater accountability in marketing

Companies could directly interact with a greater number of their individual end-user consumers

and evaluate marketing strategy in terms of the number of eyeballs clicks or footsteps that

search marketing delivered Now most companies realize that it is also critical to a businessrsquo

success to gather information from these interactions to not only measure behavioral change but

also increase profitability

The majority of companies have traditionally focused solely on their customers Now traditional

companies are also collaborating with online giants such as Google and Yahoo as well as other

media and direct marketing agencies to increase their market share All of these changes reflect

the resurgence of the consumer as the arbiter of media choices

Many companies are trying to put their arms around the ever-evolving marketing services

dynamic They seek to unify efforts across geographies and business units As it becomes more

apparent that marketing excellence needs to be strengthened companies are implementing new

strategies to continue to push the evolution of a fully integrated marketing approach

Hospitality as an industry segment in itself is a US$ 35 trillion service sector within the global

economy In India the tourism and hospitality industries are witnessing a period of exponential

growth the worlds leading travel and tourism journal CondeNast Traveller ranked India as

the numero uno travel destination inthe world for 2007 as against fourth position in 2006 The

year 2007 also marked the fifth consecutive year during which India has witnessed double-digit

growth in foreign tourist arrivals Along with the rise in foreign tourist arrivals foreign exchange

earnings have shown a robust growth of 256 during January-October 2007 totouch US$ 632

billion as against US$ 503 billion during January-October 2006

Tourism has now become a significant industry in India contributing around 59 per cent of the

Gross Domestic Product (GDP) and providing employment to about 418 million people

1048707 As per the World Travel amp Tourism Council the tourism industry in India is likely to generate

US$ 1214 billion of economic activity by 2015 and Hospitality sector has the potential to earn

US$ 24 billion in foreign exchange by 2015

1048707 Additionally India is also likely to become a major hub for medical tourism with revenues

from the industry estimated to grow from US$ 333 million in 2007 to US$ 22 billion by 2012

says a study by the Confederation of Indian Industry (CII) and McKinsey

1048707 The booming tourism industry has had a cascading effect on the hospitality sector with an

increase in the occupancy ratios and average room rates While occupancy ratio is around 80-85

per cent ndash up nearly 10 percent from three years back the average increase in room rates over the

last one year has hovered around 22-25 It is pertinent to mention in this context that

according to recent estimates there are a total of 110000 rooms in India as against a total

requirement of approximately 250000 ndash demonstrating the untapped potential that continues to

exist in this industry

1048707 With a view to stimulating domestic and international investments in this sector the

government has implemented the following initiatives

i 100 FDI under the automatic route is now permitted in all construction development projects

including construction of hotels and resorts recreational facilities and city and regional level

infrastructure

ii 100 FDI is now permitted in all airport development projects subject to the condition that

FDI for up gradation of existing airports requires FIPB approval beyond 74

iii A five year tax holiday has been extended to Companies that set up hotels resorts and

convention centers at specified destinations subject to compliance with the prescribed

conditions

iv Plans for substantial upgradation of 28 regional airports in smaller towns and the privatization

and expansion of Delhi and Mumbai airports

1048707 The aforementioned initiatives have resulted in increasing FDI inflows being witnessed by this

industry For the period April 2000 to November 2007 a total of US$ 636 million in foreign

direct investments was channelized towards development of hotels and tourism

1048707 The hospitality industry has also been receiving increasing interest from the Private Equity

Sector ndash investments have tripled from US$ 60 million in 2004-05 to over US$ 180 million in

2006-07

1048707 It is estimated that the hospitality sector is likely to see a further US$ 1141 billion in inbound

investments over the next two years

NEED FOR STUDY

To study various competition of Hospitality Industry in Hyderabad and in India

To understand consumer Behavior towards Hospitality industry

To find out Hospitality Industry performance and Future Prospects

To understand the stronger area to attract more Customers

To understand adaptive advt amp promotion tools by company

OBJECTIVE

1048707 To analyze the current trend of industry

1048707 Develop a new framework for studying and evaluating the Cognitive Dissonance of loyal

customers

1048707 Aligning the shift in the services portfolio for loyal customers keeping in mind the

demographics sales channels and the customer trends

The degree of customer satisfaction is a major factor in the determination of a brandrsquos

familiarity which in turn justifies the usage of Promotional tools be it Advertisement or

Promotions There are five levels of brand familiarity

(1) Brand rejection

(2) Brand no recognition

(3) Brand recognition

(4) Brand preference and

(5) Brand insistence

(Perreault Cannon amp McCarthy 2008)

Dissatisfied customers will reject the brand Dissatisfied customer of Extended Problem Solving

type products will experience extreme cognitive dissonance while the level of cognitive

dissonance for Limited Problem Solving products will be minimal

Satisfied customers will recognize prefer or insist upon the brand The level of commitment

varies with brand insistence occupying the highest level

Brand insistence means the customer is truly loyal to the brand or the customer is brand loyal

Just because a customer regularly buys a product does not mean they are loyal to the product

Individuals often buy a product out of habit because they recognize (brand recognition) or prefer

(brand preference) the brand Depending on the type of decision customer satisfaction will vary

Therefore certain generalizations can be made about brand familiarity cognitive dissonance and

brand loyalty

Depending on how the product is viewed by the target market the customer satisfaction will vary

between extreme dissatisfaction vs extreme satisfaction This in turn determines the degree of

cognitive dissonance experienced vs the degree of brand loyalty

RESEARCH METHODOLOGY

ldquoResearch Methodology is a systematic and objective process of identifying and formulating the

problem by setting objectives and methods for collecting editing calculating evaluating

analyzing interpreting and presenting data in order to find justified solutionsrdquo

Research Design

The descriptive research design has been used in this study Descriptive research studies which

are concerned with describing the characteristics of a particular individual or of a group or a

situation Studies concerned with specific predictions with narration of facts and characteristics

concerning individual group or a situation are examples of descriptive research studies

This report is based on primary as well secondary data however primary data collection was

given more importance since it is overhearing factor in attitude studies One of the most

important users of research methodology is that it helps in identifying the problem collecting

analyzing the required information data and providing an alternative solution to the problem It

also helps in collecting the vital information that is required by the top management to assist

them for the better decision making both day to day decision and critical ones

Research design needed is exploratory where primary data can be used to analysis

consumer preference

Whereas Questionnaire method is used to provide the required data

Data sources

Primary data

Primary data helped in the knowledge gathered from our sources Primary data was collected by

means of

Questionnaire

Personal interviews

Telephonic interviews

Primary data helped a lot in order to analyze the whole scenario and to take out the relevant data

from the data provided to us

Secondary data

Secondary data provided the knowledge about the other investment options other than KARVY

in terms of facts and figures

It is a data which are arrived from the primary data and collected from the other various sources

also as follows- through various articles books reports and websites

1048707 Collection of data relevant to the report from internet developed Questionnaire and sites of

service providers and analyze it

1048707 Consultation with Managers (Sales amp Marketing) of Industry

1048707 News Releases on consumer behavior

Post-testing methods actually gives us an idea about the actual performance of the ad in terms of

exposure perception communication and sales effect We can assess the credibility and

comprehension of the ads

Few of the methods of this type of tests are

1 Recall tests In this type of tests the individuals are asked to answer about the ads entirely on

the basis of their memory It could be aided recall where they are given few clues to help them

recall and unaided recall which of course is based on memory alone

2 Recognition test These are also known as readership tests whereby it is seen whether they

buy the product upon seeing the ads Importantly the individual has to qualify as the reader of

that particular issue

3 Triple association test Here the respondent is given certain cues wherein he can relate to a

certain brand For example ndash ldquoThanda Matlabrdquo if the answer is coca cola then it is correct And

if the respondent is able to connect the product with the company then it is a triple association

4 Sales effect tests They measure the various stages of buyer awareness preference buying

intention and actual purchase in relation to actual advertising effort

5 Sales results tests The additional sales generated by the ads are recorded It is difficult

however to correlate an increase in sales to advertising alone

CHAPTER 2

PROFILE OF THE INDUSTRY

INDUSTRY PROFILE

Hospitality is the relationship between guest and host or the act or practice of being hospitable

Specifically this includes the reception and entertainment of guests visitors or strangers

resorts membership clubs conventions attractions special events and other services for

travelers and tourists

The word hospitality derives from the Latin hospes which is formed from hostis which

originally meant to have power The meaning of host can be literally read as lord of

strangers Hostire means equalize or compensate

In the contemporary West hospitality is rarely a matter of protection and survival and is more

associated with etiquette and entertainment However it still involves showing respect for ones

guests providing for their needs and treating them as equals Cultures and subcultures vary in

the extent to which one is expected to show hospitality to strangers as opposed to personal

friends or members of ones in-group

The hospitality service industry includes hotels casinos and resorts which offer comfort and

guidance to strangers but only as part of a business relationship The terms hospital hospice

and hostel also derive from hospitality and these institutions preserve more of the connotation

of personal care

Hospitality ethics is a discipline that studies this usage of hospitality

In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God

This principle is shown in a number of stories where a guest is literally a god who rewards the

provider of hospitality From this stems the Indian approach of graciousness towards guests at

home and in all social situations

Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage

and salary employment Within the industry wage and salary jobs in food services and

drinking places are expected to increase by 16 percent between 2004-14 compared to 14

percent growth projected for wage and salary employment in all industries combined

CHAPTER 1

INTRODUCTION

INTRODUCTION

Many companies are trying to put their arms around the ever-evolving marketing services

dynamics They seek to unify efforts across geographies and business units As it becomes more

apparent that marketing excellence needs to be strengthened companies are implementing new

strategies to continue to push the evolution of a fully integrated marketing approach

The advancement of technology (Internet) created new metrics and led to greater accountability

in marketing Companies could directly interact with a greater number of their individual end-

user consumers and evaluate marketing strategy in terms of the number of eyeballs clicks or

footsteps that search marketing delivered

Now most companies realize that it is also critical to a businessrsquo success to gather information

from these interactions to not only measure behavioral change but also increase profitability

The basis for any successful marketing strategy is an understanding of the firmrsquos target market

The traditional consumer-goods classification system consisting of convenience shopping

specialty and unsought goods are one example of a classifications system that furthers marketersrsquo

understanding of their consumers

(Kotler amp Keller 2006) This system which is based on how consumers think and shop for

products allows marketers to develop marketing mixes for new and present products that satisfy

their customersrsquo want and needs (Perreault Cannon amp McCarthy 2008)

There was a time when companies had secreted away in their annexes marketing services

organizations that essentially acted as a go-between with the creative brain trusts at The

Advertising Agency The agency was a one stop shop for just about everythingmdashespecially

advertising and media buying Of course time changes everything and so does the Internet

The rise of the Internet created new metrics and led to greater accountability in marketing

Companies could directly interact with a greater number of their individual end-user consumers

and evaluate marketing strategy in terms of the number of eyeballs clicks or footsteps that

search marketing delivered Now most companies realize that it is also critical to a businessrsquo

success to gather information from these interactions to not only measure behavioral change but

also increase profitability

The majority of companies have traditionally focused solely on their customers Now traditional

companies are also collaborating with online giants such as Google and Yahoo as well as other

media and direct marketing agencies to increase their market share All of these changes reflect

the resurgence of the consumer as the arbiter of media choices

Many companies are trying to put their arms around the ever-evolving marketing services

dynamic They seek to unify efforts across geographies and business units As it becomes more

apparent that marketing excellence needs to be strengthened companies are implementing new

strategies to continue to push the evolution of a fully integrated marketing approach

Hospitality as an industry segment in itself is a US$ 35 trillion service sector within the global

economy In India the tourism and hospitality industries are witnessing a period of exponential

growth the worlds leading travel and tourism journal CondeNast Traveller ranked India as

the numero uno travel destination inthe world for 2007 as against fourth position in 2006 The

year 2007 also marked the fifth consecutive year during which India has witnessed double-digit

growth in foreign tourist arrivals Along with the rise in foreign tourist arrivals foreign exchange

earnings have shown a robust growth of 256 during January-October 2007 totouch US$ 632

billion as against US$ 503 billion during January-October 2006

Tourism has now become a significant industry in India contributing around 59 per cent of the

Gross Domestic Product (GDP) and providing employment to about 418 million people

1048707 As per the World Travel amp Tourism Council the tourism industry in India is likely to generate

US$ 1214 billion of economic activity by 2015 and Hospitality sector has the potential to earn

US$ 24 billion in foreign exchange by 2015

1048707 Additionally India is also likely to become a major hub for medical tourism with revenues

from the industry estimated to grow from US$ 333 million in 2007 to US$ 22 billion by 2012

says a study by the Confederation of Indian Industry (CII) and McKinsey

1048707 The booming tourism industry has had a cascading effect on the hospitality sector with an

increase in the occupancy ratios and average room rates While occupancy ratio is around 80-85

per cent ndash up nearly 10 percent from three years back the average increase in room rates over the

last one year has hovered around 22-25 It is pertinent to mention in this context that

according to recent estimates there are a total of 110000 rooms in India as against a total

requirement of approximately 250000 ndash demonstrating the untapped potential that continues to

exist in this industry

1048707 With a view to stimulating domestic and international investments in this sector the

government has implemented the following initiatives

i 100 FDI under the automatic route is now permitted in all construction development projects

including construction of hotels and resorts recreational facilities and city and regional level

infrastructure

ii 100 FDI is now permitted in all airport development projects subject to the condition that

FDI for up gradation of existing airports requires FIPB approval beyond 74

iii A five year tax holiday has been extended to Companies that set up hotels resorts and

convention centers at specified destinations subject to compliance with the prescribed

conditions

iv Plans for substantial upgradation of 28 regional airports in smaller towns and the privatization

and expansion of Delhi and Mumbai airports

1048707 The aforementioned initiatives have resulted in increasing FDI inflows being witnessed by this

industry For the period April 2000 to November 2007 a total of US$ 636 million in foreign

direct investments was channelized towards development of hotels and tourism

1048707 The hospitality industry has also been receiving increasing interest from the Private Equity

Sector ndash investments have tripled from US$ 60 million in 2004-05 to over US$ 180 million in

2006-07

1048707 It is estimated that the hospitality sector is likely to see a further US$ 1141 billion in inbound

investments over the next two years

NEED FOR STUDY

To study various competition of Hospitality Industry in Hyderabad and in India

To understand consumer Behavior towards Hospitality industry

To find out Hospitality Industry performance and Future Prospects

To understand the stronger area to attract more Customers

To understand adaptive advt amp promotion tools by company

OBJECTIVE

1048707 To analyze the current trend of industry

1048707 Develop a new framework for studying and evaluating the Cognitive Dissonance of loyal

customers

1048707 Aligning the shift in the services portfolio for loyal customers keeping in mind the

demographics sales channels and the customer trends

The degree of customer satisfaction is a major factor in the determination of a brandrsquos

familiarity which in turn justifies the usage of Promotional tools be it Advertisement or

Promotions There are five levels of brand familiarity

(1) Brand rejection

(2) Brand no recognition

(3) Brand recognition

(4) Brand preference and

(5) Brand insistence

(Perreault Cannon amp McCarthy 2008)

Dissatisfied customers will reject the brand Dissatisfied customer of Extended Problem Solving

type products will experience extreme cognitive dissonance while the level of cognitive

dissonance for Limited Problem Solving products will be minimal

Satisfied customers will recognize prefer or insist upon the brand The level of commitment

varies with brand insistence occupying the highest level

Brand insistence means the customer is truly loyal to the brand or the customer is brand loyal

Just because a customer regularly buys a product does not mean they are loyal to the product

Individuals often buy a product out of habit because they recognize (brand recognition) or prefer

(brand preference) the brand Depending on the type of decision customer satisfaction will vary

Therefore certain generalizations can be made about brand familiarity cognitive dissonance and

brand loyalty

Depending on how the product is viewed by the target market the customer satisfaction will vary

between extreme dissatisfaction vs extreme satisfaction This in turn determines the degree of

cognitive dissonance experienced vs the degree of brand loyalty

RESEARCH METHODOLOGY

ldquoResearch Methodology is a systematic and objective process of identifying and formulating the

problem by setting objectives and methods for collecting editing calculating evaluating

analyzing interpreting and presenting data in order to find justified solutionsrdquo

Research Design

The descriptive research design has been used in this study Descriptive research studies which

are concerned with describing the characteristics of a particular individual or of a group or a

situation Studies concerned with specific predictions with narration of facts and characteristics

concerning individual group or a situation are examples of descriptive research studies

This report is based on primary as well secondary data however primary data collection was

given more importance since it is overhearing factor in attitude studies One of the most

important users of research methodology is that it helps in identifying the problem collecting

analyzing the required information data and providing an alternative solution to the problem It

also helps in collecting the vital information that is required by the top management to assist

them for the better decision making both day to day decision and critical ones

Research design needed is exploratory where primary data can be used to analysis

consumer preference

Whereas Questionnaire method is used to provide the required data

Data sources

Primary data

Primary data helped in the knowledge gathered from our sources Primary data was collected by

means of

Questionnaire

Personal interviews

Telephonic interviews

Primary data helped a lot in order to analyze the whole scenario and to take out the relevant data

from the data provided to us

Secondary data

Secondary data provided the knowledge about the other investment options other than KARVY

in terms of facts and figures

It is a data which are arrived from the primary data and collected from the other various sources

also as follows- through various articles books reports and websites

1048707 Collection of data relevant to the report from internet developed Questionnaire and sites of

service providers and analyze it

1048707 Consultation with Managers (Sales amp Marketing) of Industry

1048707 News Releases on consumer behavior

Post-testing methods actually gives us an idea about the actual performance of the ad in terms of

exposure perception communication and sales effect We can assess the credibility and

comprehension of the ads

Few of the methods of this type of tests are

1 Recall tests In this type of tests the individuals are asked to answer about the ads entirely on

the basis of their memory It could be aided recall where they are given few clues to help them

recall and unaided recall which of course is based on memory alone

2 Recognition test These are also known as readership tests whereby it is seen whether they

buy the product upon seeing the ads Importantly the individual has to qualify as the reader of

that particular issue

3 Triple association test Here the respondent is given certain cues wherein he can relate to a

certain brand For example ndash ldquoThanda Matlabrdquo if the answer is coca cola then it is correct And

if the respondent is able to connect the product with the company then it is a triple association

4 Sales effect tests They measure the various stages of buyer awareness preference buying

intention and actual purchase in relation to actual advertising effort

5 Sales results tests The additional sales generated by the ads are recorded It is difficult

however to correlate an increase in sales to advertising alone

CHAPTER 2

PROFILE OF THE INDUSTRY

INDUSTRY PROFILE

Hospitality is the relationship between guest and host or the act or practice of being hospitable

Specifically this includes the reception and entertainment of guests visitors or strangers

resorts membership clubs conventions attractions special events and other services for

travelers and tourists

The word hospitality derives from the Latin hospes which is formed from hostis which

originally meant to have power The meaning of host can be literally read as lord of

strangers Hostire means equalize or compensate

In the contemporary West hospitality is rarely a matter of protection and survival and is more

associated with etiquette and entertainment However it still involves showing respect for ones

guests providing for their needs and treating them as equals Cultures and subcultures vary in

the extent to which one is expected to show hospitality to strangers as opposed to personal

friends or members of ones in-group

The hospitality service industry includes hotels casinos and resorts which offer comfort and

guidance to strangers but only as part of a business relationship The terms hospital hospice

and hostel also derive from hospitality and these institutions preserve more of the connotation

of personal care

Hospitality ethics is a discipline that studies this usage of hospitality

In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God

This principle is shown in a number of stories where a guest is literally a god who rewards the

provider of hospitality From this stems the Indian approach of graciousness towards guests at

home and in all social situations

Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage

and salary employment Within the industry wage and salary jobs in food services and

drinking places are expected to increase by 16 percent between 2004-14 compared to 14

percent growth projected for wage and salary employment in all industries combined

INTRODUCTION

Many companies are trying to put their arms around the ever-evolving marketing services

dynamics They seek to unify efforts across geographies and business units As it becomes more

apparent that marketing excellence needs to be strengthened companies are implementing new

strategies to continue to push the evolution of a fully integrated marketing approach

The advancement of technology (Internet) created new metrics and led to greater accountability

in marketing Companies could directly interact with a greater number of their individual end-

user consumers and evaluate marketing strategy in terms of the number of eyeballs clicks or

footsteps that search marketing delivered

Now most companies realize that it is also critical to a businessrsquo success to gather information

from these interactions to not only measure behavioral change but also increase profitability

The basis for any successful marketing strategy is an understanding of the firmrsquos target market

The traditional consumer-goods classification system consisting of convenience shopping

specialty and unsought goods are one example of a classifications system that furthers marketersrsquo

understanding of their consumers

(Kotler amp Keller 2006) This system which is based on how consumers think and shop for

products allows marketers to develop marketing mixes for new and present products that satisfy

their customersrsquo want and needs (Perreault Cannon amp McCarthy 2008)

There was a time when companies had secreted away in their annexes marketing services

organizations that essentially acted as a go-between with the creative brain trusts at The

Advertising Agency The agency was a one stop shop for just about everythingmdashespecially

advertising and media buying Of course time changes everything and so does the Internet

The rise of the Internet created new metrics and led to greater accountability in marketing

Companies could directly interact with a greater number of their individual end-user consumers

and evaluate marketing strategy in terms of the number of eyeballs clicks or footsteps that

search marketing delivered Now most companies realize that it is also critical to a businessrsquo

success to gather information from these interactions to not only measure behavioral change but

also increase profitability

The majority of companies have traditionally focused solely on their customers Now traditional

companies are also collaborating with online giants such as Google and Yahoo as well as other

media and direct marketing agencies to increase their market share All of these changes reflect

the resurgence of the consumer as the arbiter of media choices

Many companies are trying to put their arms around the ever-evolving marketing services

dynamic They seek to unify efforts across geographies and business units As it becomes more

apparent that marketing excellence needs to be strengthened companies are implementing new

strategies to continue to push the evolution of a fully integrated marketing approach

Hospitality as an industry segment in itself is a US$ 35 trillion service sector within the global

economy In India the tourism and hospitality industries are witnessing a period of exponential

growth the worlds leading travel and tourism journal CondeNast Traveller ranked India as

the numero uno travel destination inthe world for 2007 as against fourth position in 2006 The

year 2007 also marked the fifth consecutive year during which India has witnessed double-digit

growth in foreign tourist arrivals Along with the rise in foreign tourist arrivals foreign exchange

earnings have shown a robust growth of 256 during January-October 2007 totouch US$ 632

billion as against US$ 503 billion during January-October 2006

Tourism has now become a significant industry in India contributing around 59 per cent of the

Gross Domestic Product (GDP) and providing employment to about 418 million people

1048707 As per the World Travel amp Tourism Council the tourism industry in India is likely to generate

US$ 1214 billion of economic activity by 2015 and Hospitality sector has the potential to earn

US$ 24 billion in foreign exchange by 2015

1048707 Additionally India is also likely to become a major hub for medical tourism with revenues

from the industry estimated to grow from US$ 333 million in 2007 to US$ 22 billion by 2012

says a study by the Confederation of Indian Industry (CII) and McKinsey

1048707 The booming tourism industry has had a cascading effect on the hospitality sector with an

increase in the occupancy ratios and average room rates While occupancy ratio is around 80-85

per cent ndash up nearly 10 percent from three years back the average increase in room rates over the

last one year has hovered around 22-25 It is pertinent to mention in this context that

according to recent estimates there are a total of 110000 rooms in India as against a total

requirement of approximately 250000 ndash demonstrating the untapped potential that continues to

exist in this industry

1048707 With a view to stimulating domestic and international investments in this sector the

government has implemented the following initiatives

i 100 FDI under the automatic route is now permitted in all construction development projects

including construction of hotels and resorts recreational facilities and city and regional level

infrastructure

ii 100 FDI is now permitted in all airport development projects subject to the condition that

FDI for up gradation of existing airports requires FIPB approval beyond 74

iii A five year tax holiday has been extended to Companies that set up hotels resorts and

convention centers at specified destinations subject to compliance with the prescribed

conditions

iv Plans for substantial upgradation of 28 regional airports in smaller towns and the privatization

and expansion of Delhi and Mumbai airports

1048707 The aforementioned initiatives have resulted in increasing FDI inflows being witnessed by this

industry For the period April 2000 to November 2007 a total of US$ 636 million in foreign

direct investments was channelized towards development of hotels and tourism

1048707 The hospitality industry has also been receiving increasing interest from the Private Equity

Sector ndash investments have tripled from US$ 60 million in 2004-05 to over US$ 180 million in

2006-07

1048707 It is estimated that the hospitality sector is likely to see a further US$ 1141 billion in inbound

investments over the next two years

NEED FOR STUDY

To study various competition of Hospitality Industry in Hyderabad and in India

To understand consumer Behavior towards Hospitality industry

To find out Hospitality Industry performance and Future Prospects

To understand the stronger area to attract more Customers

To understand adaptive advt amp promotion tools by company

OBJECTIVE

1048707 To analyze the current trend of industry

1048707 Develop a new framework for studying and evaluating the Cognitive Dissonance of loyal

customers

1048707 Aligning the shift in the services portfolio for loyal customers keeping in mind the

demographics sales channels and the customer trends

The degree of customer satisfaction is a major factor in the determination of a brandrsquos

familiarity which in turn justifies the usage of Promotional tools be it Advertisement or

Promotions There are five levels of brand familiarity

(1) Brand rejection

(2) Brand no recognition

(3) Brand recognition

(4) Brand preference and

(5) Brand insistence

(Perreault Cannon amp McCarthy 2008)

Dissatisfied customers will reject the brand Dissatisfied customer of Extended Problem Solving

type products will experience extreme cognitive dissonance while the level of cognitive

dissonance for Limited Problem Solving products will be minimal

Satisfied customers will recognize prefer or insist upon the brand The level of commitment

varies with brand insistence occupying the highest level

Brand insistence means the customer is truly loyal to the brand or the customer is brand loyal

Just because a customer regularly buys a product does not mean they are loyal to the product

Individuals often buy a product out of habit because they recognize (brand recognition) or prefer

(brand preference) the brand Depending on the type of decision customer satisfaction will vary

Therefore certain generalizations can be made about brand familiarity cognitive dissonance and

brand loyalty

Depending on how the product is viewed by the target market the customer satisfaction will vary

between extreme dissatisfaction vs extreme satisfaction This in turn determines the degree of

cognitive dissonance experienced vs the degree of brand loyalty

RESEARCH METHODOLOGY

ldquoResearch Methodology is a systematic and objective process of identifying and formulating the

problem by setting objectives and methods for collecting editing calculating evaluating

analyzing interpreting and presenting data in order to find justified solutionsrdquo

Research Design

The descriptive research design has been used in this study Descriptive research studies which

are concerned with describing the characteristics of a particular individual or of a group or a

situation Studies concerned with specific predictions with narration of facts and characteristics

concerning individual group or a situation are examples of descriptive research studies

This report is based on primary as well secondary data however primary data collection was

given more importance since it is overhearing factor in attitude studies One of the most

important users of research methodology is that it helps in identifying the problem collecting

analyzing the required information data and providing an alternative solution to the problem It

also helps in collecting the vital information that is required by the top management to assist

them for the better decision making both day to day decision and critical ones

Research design needed is exploratory where primary data can be used to analysis

consumer preference

Whereas Questionnaire method is used to provide the required data

Data sources

Primary data

Primary data helped in the knowledge gathered from our sources Primary data was collected by

means of

Questionnaire

Personal interviews

Telephonic interviews

Primary data helped a lot in order to analyze the whole scenario and to take out the relevant data

from the data provided to us

Secondary data

Secondary data provided the knowledge about the other investment options other than KARVY

in terms of facts and figures

It is a data which are arrived from the primary data and collected from the other various sources

also as follows- through various articles books reports and websites

1048707 Collection of data relevant to the report from internet developed Questionnaire and sites of

service providers and analyze it

1048707 Consultation with Managers (Sales amp Marketing) of Industry

1048707 News Releases on consumer behavior

Post-testing methods actually gives us an idea about the actual performance of the ad in terms of

exposure perception communication and sales effect We can assess the credibility and

comprehension of the ads

Few of the methods of this type of tests are

1 Recall tests In this type of tests the individuals are asked to answer about the ads entirely on

the basis of their memory It could be aided recall where they are given few clues to help them

recall and unaided recall which of course is based on memory alone

2 Recognition test These are also known as readership tests whereby it is seen whether they

buy the product upon seeing the ads Importantly the individual has to qualify as the reader of

that particular issue

3 Triple association test Here the respondent is given certain cues wherein he can relate to a

certain brand For example ndash ldquoThanda Matlabrdquo if the answer is coca cola then it is correct And

if the respondent is able to connect the product with the company then it is a triple association

4 Sales effect tests They measure the various stages of buyer awareness preference buying

intention and actual purchase in relation to actual advertising effort

5 Sales results tests The additional sales generated by the ads are recorded It is difficult

however to correlate an increase in sales to advertising alone

CHAPTER 2

PROFILE OF THE INDUSTRY

INDUSTRY PROFILE

Hospitality is the relationship between guest and host or the act or practice of being hospitable

Specifically this includes the reception and entertainment of guests visitors or strangers

resorts membership clubs conventions attractions special events and other services for

travelers and tourists

The word hospitality derives from the Latin hospes which is formed from hostis which

originally meant to have power The meaning of host can be literally read as lord of

strangers Hostire means equalize or compensate

In the contemporary West hospitality is rarely a matter of protection and survival and is more

associated with etiquette and entertainment However it still involves showing respect for ones

guests providing for their needs and treating them as equals Cultures and subcultures vary in

the extent to which one is expected to show hospitality to strangers as opposed to personal

friends or members of ones in-group

The hospitality service industry includes hotels casinos and resorts which offer comfort and

guidance to strangers but only as part of a business relationship The terms hospital hospice

and hostel also derive from hospitality and these institutions preserve more of the connotation

of personal care

Hospitality ethics is a discipline that studies this usage of hospitality

In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God

This principle is shown in a number of stories where a guest is literally a god who rewards the

provider of hospitality From this stems the Indian approach of graciousness towards guests at

home and in all social situations

Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage

and salary employment Within the industry wage and salary jobs in food services and

drinking places are expected to increase by 16 percent between 2004-14 compared to 14

percent growth projected for wage and salary employment in all industries combined

also increase profitability

The majority of companies have traditionally focused solely on their customers Now traditional

companies are also collaborating with online giants such as Google and Yahoo as well as other

media and direct marketing agencies to increase their market share All of these changes reflect

the resurgence of the consumer as the arbiter of media choices

Many companies are trying to put their arms around the ever-evolving marketing services

dynamic They seek to unify efforts across geographies and business units As it becomes more

apparent that marketing excellence needs to be strengthened companies are implementing new

strategies to continue to push the evolution of a fully integrated marketing approach

Hospitality as an industry segment in itself is a US$ 35 trillion service sector within the global

economy In India the tourism and hospitality industries are witnessing a period of exponential

growth the worlds leading travel and tourism journal CondeNast Traveller ranked India as

the numero uno travel destination inthe world for 2007 as against fourth position in 2006 The

year 2007 also marked the fifth consecutive year during which India has witnessed double-digit

growth in foreign tourist arrivals Along with the rise in foreign tourist arrivals foreign exchange

earnings have shown a robust growth of 256 during January-October 2007 totouch US$ 632

billion as against US$ 503 billion during January-October 2006

Tourism has now become a significant industry in India contributing around 59 per cent of the

Gross Domestic Product (GDP) and providing employment to about 418 million people

1048707 As per the World Travel amp Tourism Council the tourism industry in India is likely to generate

US$ 1214 billion of economic activity by 2015 and Hospitality sector has the potential to earn

US$ 24 billion in foreign exchange by 2015

1048707 Additionally India is also likely to become a major hub for medical tourism with revenues

from the industry estimated to grow from US$ 333 million in 2007 to US$ 22 billion by 2012

says a study by the Confederation of Indian Industry (CII) and McKinsey

1048707 The booming tourism industry has had a cascading effect on the hospitality sector with an

increase in the occupancy ratios and average room rates While occupancy ratio is around 80-85

per cent ndash up nearly 10 percent from three years back the average increase in room rates over the

last one year has hovered around 22-25 It is pertinent to mention in this context that

according to recent estimates there are a total of 110000 rooms in India as against a total

requirement of approximately 250000 ndash demonstrating the untapped potential that continues to

exist in this industry

1048707 With a view to stimulating domestic and international investments in this sector the

government has implemented the following initiatives

i 100 FDI under the automatic route is now permitted in all construction development projects

including construction of hotels and resorts recreational facilities and city and regional level

infrastructure

ii 100 FDI is now permitted in all airport development projects subject to the condition that

FDI for up gradation of existing airports requires FIPB approval beyond 74

iii A five year tax holiday has been extended to Companies that set up hotels resorts and

convention centers at specified destinations subject to compliance with the prescribed

conditions

iv Plans for substantial upgradation of 28 regional airports in smaller towns and the privatization

and expansion of Delhi and Mumbai airports

1048707 The aforementioned initiatives have resulted in increasing FDI inflows being witnessed by this

industry For the period April 2000 to November 2007 a total of US$ 636 million in foreign

direct investments was channelized towards development of hotels and tourism

1048707 The hospitality industry has also been receiving increasing interest from the Private Equity

Sector ndash investments have tripled from US$ 60 million in 2004-05 to over US$ 180 million in

2006-07

1048707 It is estimated that the hospitality sector is likely to see a further US$ 1141 billion in inbound

investments over the next two years

NEED FOR STUDY

To study various competition of Hospitality Industry in Hyderabad and in India

To understand consumer Behavior towards Hospitality industry

To find out Hospitality Industry performance and Future Prospects

To understand the stronger area to attract more Customers

To understand adaptive advt amp promotion tools by company

OBJECTIVE

1048707 To analyze the current trend of industry

1048707 Develop a new framework for studying and evaluating the Cognitive Dissonance of loyal

customers

1048707 Aligning the shift in the services portfolio for loyal customers keeping in mind the

demographics sales channels and the customer trends

The degree of customer satisfaction is a major factor in the determination of a brandrsquos

familiarity which in turn justifies the usage of Promotional tools be it Advertisement or

Promotions There are five levels of brand familiarity

(1) Brand rejection

(2) Brand no recognition

(3) Brand recognition

(4) Brand preference and

(5) Brand insistence

(Perreault Cannon amp McCarthy 2008)

Dissatisfied customers will reject the brand Dissatisfied customer of Extended Problem Solving

type products will experience extreme cognitive dissonance while the level of cognitive

dissonance for Limited Problem Solving products will be minimal

Satisfied customers will recognize prefer or insist upon the brand The level of commitment

varies with brand insistence occupying the highest level

Brand insistence means the customer is truly loyal to the brand or the customer is brand loyal

Just because a customer regularly buys a product does not mean they are loyal to the product

Individuals often buy a product out of habit because they recognize (brand recognition) or prefer

(brand preference) the brand Depending on the type of decision customer satisfaction will vary

Therefore certain generalizations can be made about brand familiarity cognitive dissonance and

brand loyalty

Depending on how the product is viewed by the target market the customer satisfaction will vary

between extreme dissatisfaction vs extreme satisfaction This in turn determines the degree of

cognitive dissonance experienced vs the degree of brand loyalty

RESEARCH METHODOLOGY

ldquoResearch Methodology is a systematic and objective process of identifying and formulating the

problem by setting objectives and methods for collecting editing calculating evaluating

analyzing interpreting and presenting data in order to find justified solutionsrdquo

Research Design

The descriptive research design has been used in this study Descriptive research studies which

are concerned with describing the characteristics of a particular individual or of a group or a

situation Studies concerned with specific predictions with narration of facts and characteristics

concerning individual group or a situation are examples of descriptive research studies

This report is based on primary as well secondary data however primary data collection was

given more importance since it is overhearing factor in attitude studies One of the most

important users of research methodology is that it helps in identifying the problem collecting

analyzing the required information data and providing an alternative solution to the problem It

also helps in collecting the vital information that is required by the top management to assist

them for the better decision making both day to day decision and critical ones

Research design needed is exploratory where primary data can be used to analysis

consumer preference

Whereas Questionnaire method is used to provide the required data

Data sources

Primary data

Primary data helped in the knowledge gathered from our sources Primary data was collected by

means of

Questionnaire

Personal interviews

Telephonic interviews

Primary data helped a lot in order to analyze the whole scenario and to take out the relevant data

from the data provided to us

Secondary data

Secondary data provided the knowledge about the other investment options other than KARVY

in terms of facts and figures

It is a data which are arrived from the primary data and collected from the other various sources

also as follows- through various articles books reports and websites

1048707 Collection of data relevant to the report from internet developed Questionnaire and sites of

service providers and analyze it

1048707 Consultation with Managers (Sales amp Marketing) of Industry

1048707 News Releases on consumer behavior

Post-testing methods actually gives us an idea about the actual performance of the ad in terms of

exposure perception communication and sales effect We can assess the credibility and

comprehension of the ads

Few of the methods of this type of tests are

1 Recall tests In this type of tests the individuals are asked to answer about the ads entirely on

the basis of their memory It could be aided recall where they are given few clues to help them

recall and unaided recall which of course is based on memory alone

2 Recognition test These are also known as readership tests whereby it is seen whether they

buy the product upon seeing the ads Importantly the individual has to qualify as the reader of

that particular issue

3 Triple association test Here the respondent is given certain cues wherein he can relate to a

certain brand For example ndash ldquoThanda Matlabrdquo if the answer is coca cola then it is correct And

if the respondent is able to connect the product with the company then it is a triple association

4 Sales effect tests They measure the various stages of buyer awareness preference buying

intention and actual purchase in relation to actual advertising effort

5 Sales results tests The additional sales generated by the ads are recorded It is difficult

however to correlate an increase in sales to advertising alone

CHAPTER 2

PROFILE OF THE INDUSTRY

INDUSTRY PROFILE

Hospitality is the relationship between guest and host or the act or practice of being hospitable

Specifically this includes the reception and entertainment of guests visitors or strangers

resorts membership clubs conventions attractions special events and other services for

travelers and tourists

The word hospitality derives from the Latin hospes which is formed from hostis which

originally meant to have power The meaning of host can be literally read as lord of

strangers Hostire means equalize or compensate

In the contemporary West hospitality is rarely a matter of protection and survival and is more

associated with etiquette and entertainment However it still involves showing respect for ones

guests providing for their needs and treating them as equals Cultures and subcultures vary in

the extent to which one is expected to show hospitality to strangers as opposed to personal

friends or members of ones in-group

The hospitality service industry includes hotels casinos and resorts which offer comfort and

guidance to strangers but only as part of a business relationship The terms hospital hospice

and hostel also derive from hospitality and these institutions preserve more of the connotation

of personal care

Hospitality ethics is a discipline that studies this usage of hospitality

In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God

This principle is shown in a number of stories where a guest is literally a god who rewards the

provider of hospitality From this stems the Indian approach of graciousness towards guests at

home and in all social situations

Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage

and salary employment Within the industry wage and salary jobs in food services and

drinking places are expected to increase by 16 percent between 2004-14 compared to 14

percent growth projected for wage and salary employment in all industries combined

last one year has hovered around 22-25 It is pertinent to mention in this context that

according to recent estimates there are a total of 110000 rooms in India as against a total

requirement of approximately 250000 ndash demonstrating the untapped potential that continues to

exist in this industry

1048707 With a view to stimulating domestic and international investments in this sector the

government has implemented the following initiatives

i 100 FDI under the automatic route is now permitted in all construction development projects

including construction of hotels and resorts recreational facilities and city and regional level

infrastructure

ii 100 FDI is now permitted in all airport development projects subject to the condition that

FDI for up gradation of existing airports requires FIPB approval beyond 74

iii A five year tax holiday has been extended to Companies that set up hotels resorts and

convention centers at specified destinations subject to compliance with the prescribed

conditions

iv Plans for substantial upgradation of 28 regional airports in smaller towns and the privatization

and expansion of Delhi and Mumbai airports

1048707 The aforementioned initiatives have resulted in increasing FDI inflows being witnessed by this

industry For the period April 2000 to November 2007 a total of US$ 636 million in foreign

direct investments was channelized towards development of hotels and tourism

1048707 The hospitality industry has also been receiving increasing interest from the Private Equity

Sector ndash investments have tripled from US$ 60 million in 2004-05 to over US$ 180 million in

2006-07

1048707 It is estimated that the hospitality sector is likely to see a further US$ 1141 billion in inbound

investments over the next two years

NEED FOR STUDY

To study various competition of Hospitality Industry in Hyderabad and in India

To understand consumer Behavior towards Hospitality industry

To find out Hospitality Industry performance and Future Prospects

To understand the stronger area to attract more Customers

To understand adaptive advt amp promotion tools by company

OBJECTIVE

1048707 To analyze the current trend of industry

1048707 Develop a new framework for studying and evaluating the Cognitive Dissonance of loyal

customers

1048707 Aligning the shift in the services portfolio for loyal customers keeping in mind the

demographics sales channels and the customer trends

The degree of customer satisfaction is a major factor in the determination of a brandrsquos

familiarity which in turn justifies the usage of Promotional tools be it Advertisement or

Promotions There are five levels of brand familiarity

(1) Brand rejection

(2) Brand no recognition

(3) Brand recognition

(4) Brand preference and

(5) Brand insistence

(Perreault Cannon amp McCarthy 2008)

Dissatisfied customers will reject the brand Dissatisfied customer of Extended Problem Solving

type products will experience extreme cognitive dissonance while the level of cognitive

dissonance for Limited Problem Solving products will be minimal

Satisfied customers will recognize prefer or insist upon the brand The level of commitment

varies with brand insistence occupying the highest level

Brand insistence means the customer is truly loyal to the brand or the customer is brand loyal

Just because a customer regularly buys a product does not mean they are loyal to the product

Individuals often buy a product out of habit because they recognize (brand recognition) or prefer

(brand preference) the brand Depending on the type of decision customer satisfaction will vary

Therefore certain generalizations can be made about brand familiarity cognitive dissonance and

brand loyalty

Depending on how the product is viewed by the target market the customer satisfaction will vary

between extreme dissatisfaction vs extreme satisfaction This in turn determines the degree of

cognitive dissonance experienced vs the degree of brand loyalty

RESEARCH METHODOLOGY

ldquoResearch Methodology is a systematic and objective process of identifying and formulating the

problem by setting objectives and methods for collecting editing calculating evaluating

analyzing interpreting and presenting data in order to find justified solutionsrdquo

Research Design

The descriptive research design has been used in this study Descriptive research studies which

are concerned with describing the characteristics of a particular individual or of a group or a

situation Studies concerned with specific predictions with narration of facts and characteristics

concerning individual group or a situation are examples of descriptive research studies

This report is based on primary as well secondary data however primary data collection was

given more importance since it is overhearing factor in attitude studies One of the most

important users of research methodology is that it helps in identifying the problem collecting

analyzing the required information data and providing an alternative solution to the problem It

also helps in collecting the vital information that is required by the top management to assist

them for the better decision making both day to day decision and critical ones

Research design needed is exploratory where primary data can be used to analysis

consumer preference

Whereas Questionnaire method is used to provide the required data

Data sources

Primary data

Primary data helped in the knowledge gathered from our sources Primary data was collected by

means of

Questionnaire

Personal interviews

Telephonic interviews

Primary data helped a lot in order to analyze the whole scenario and to take out the relevant data

from the data provided to us

Secondary data

Secondary data provided the knowledge about the other investment options other than KARVY

in terms of facts and figures

It is a data which are arrived from the primary data and collected from the other various sources

also as follows- through various articles books reports and websites

1048707 Collection of data relevant to the report from internet developed Questionnaire and sites of

service providers and analyze it

1048707 Consultation with Managers (Sales amp Marketing) of Industry

1048707 News Releases on consumer behavior

Post-testing methods actually gives us an idea about the actual performance of the ad in terms of

exposure perception communication and sales effect We can assess the credibility and

comprehension of the ads

Few of the methods of this type of tests are

1 Recall tests In this type of tests the individuals are asked to answer about the ads entirely on

the basis of their memory It could be aided recall where they are given few clues to help them

recall and unaided recall which of course is based on memory alone

2 Recognition test These are also known as readership tests whereby it is seen whether they

buy the product upon seeing the ads Importantly the individual has to qualify as the reader of

that particular issue

3 Triple association test Here the respondent is given certain cues wherein he can relate to a

certain brand For example ndash ldquoThanda Matlabrdquo if the answer is coca cola then it is correct And

if the respondent is able to connect the product with the company then it is a triple association

4 Sales effect tests They measure the various stages of buyer awareness preference buying

intention and actual purchase in relation to actual advertising effort

5 Sales results tests The additional sales generated by the ads are recorded It is difficult

however to correlate an increase in sales to advertising alone

CHAPTER 2

PROFILE OF THE INDUSTRY

INDUSTRY PROFILE

Hospitality is the relationship between guest and host or the act or practice of being hospitable

Specifically this includes the reception and entertainment of guests visitors or strangers

resorts membership clubs conventions attractions special events and other services for

travelers and tourists

The word hospitality derives from the Latin hospes which is formed from hostis which

originally meant to have power The meaning of host can be literally read as lord of

strangers Hostire means equalize or compensate

In the contemporary West hospitality is rarely a matter of protection and survival and is more

associated with etiquette and entertainment However it still involves showing respect for ones

guests providing for their needs and treating them as equals Cultures and subcultures vary in

the extent to which one is expected to show hospitality to strangers as opposed to personal

friends or members of ones in-group

The hospitality service industry includes hotels casinos and resorts which offer comfort and

guidance to strangers but only as part of a business relationship The terms hospital hospice

and hostel also derive from hospitality and these institutions preserve more of the connotation

of personal care

Hospitality ethics is a discipline that studies this usage of hospitality

In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God

This principle is shown in a number of stories where a guest is literally a god who rewards the

provider of hospitality From this stems the Indian approach of graciousness towards guests at

home and in all social situations

Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage

and salary employment Within the industry wage and salary jobs in food services and

drinking places are expected to increase by 16 percent between 2004-14 compared to 14

percent growth projected for wage and salary employment in all industries combined

NEED FOR STUDY

To study various competition of Hospitality Industry in Hyderabad and in India

To understand consumer Behavior towards Hospitality industry

To find out Hospitality Industry performance and Future Prospects

To understand the stronger area to attract more Customers

To understand adaptive advt amp promotion tools by company

OBJECTIVE

1048707 To analyze the current trend of industry

1048707 Develop a new framework for studying and evaluating the Cognitive Dissonance of loyal

customers

1048707 Aligning the shift in the services portfolio for loyal customers keeping in mind the

demographics sales channels and the customer trends

The degree of customer satisfaction is a major factor in the determination of a brandrsquos

familiarity which in turn justifies the usage of Promotional tools be it Advertisement or

Promotions There are five levels of brand familiarity

(1) Brand rejection

(2) Brand no recognition

(3) Brand recognition

(4) Brand preference and

(5) Brand insistence

(Perreault Cannon amp McCarthy 2008)

Dissatisfied customers will reject the brand Dissatisfied customer of Extended Problem Solving

type products will experience extreme cognitive dissonance while the level of cognitive

dissonance for Limited Problem Solving products will be minimal

Satisfied customers will recognize prefer or insist upon the brand The level of commitment

varies with brand insistence occupying the highest level

Brand insistence means the customer is truly loyal to the brand or the customer is brand loyal

Just because a customer regularly buys a product does not mean they are loyal to the product

Individuals often buy a product out of habit because they recognize (brand recognition) or prefer

(brand preference) the brand Depending on the type of decision customer satisfaction will vary

Therefore certain generalizations can be made about brand familiarity cognitive dissonance and

brand loyalty

Depending on how the product is viewed by the target market the customer satisfaction will vary

between extreme dissatisfaction vs extreme satisfaction This in turn determines the degree of

cognitive dissonance experienced vs the degree of brand loyalty

RESEARCH METHODOLOGY

ldquoResearch Methodology is a systematic and objective process of identifying and formulating the

problem by setting objectives and methods for collecting editing calculating evaluating

analyzing interpreting and presenting data in order to find justified solutionsrdquo

Research Design

The descriptive research design has been used in this study Descriptive research studies which

are concerned with describing the characteristics of a particular individual or of a group or a

situation Studies concerned with specific predictions with narration of facts and characteristics

concerning individual group or a situation are examples of descriptive research studies

This report is based on primary as well secondary data however primary data collection was

given more importance since it is overhearing factor in attitude studies One of the most

important users of research methodology is that it helps in identifying the problem collecting

analyzing the required information data and providing an alternative solution to the problem It

also helps in collecting the vital information that is required by the top management to assist

them for the better decision making both day to day decision and critical ones

Research design needed is exploratory where primary data can be used to analysis

consumer preference

Whereas Questionnaire method is used to provide the required data

Data sources

Primary data

Primary data helped in the knowledge gathered from our sources Primary data was collected by

means of

Questionnaire

Personal interviews

Telephonic interviews

Primary data helped a lot in order to analyze the whole scenario and to take out the relevant data

from the data provided to us

Secondary data

Secondary data provided the knowledge about the other investment options other than KARVY

in terms of facts and figures

It is a data which are arrived from the primary data and collected from the other various sources

also as follows- through various articles books reports and websites

1048707 Collection of data relevant to the report from internet developed Questionnaire and sites of

service providers and analyze it

1048707 Consultation with Managers (Sales amp Marketing) of Industry

1048707 News Releases on consumer behavior

Post-testing methods actually gives us an idea about the actual performance of the ad in terms of

exposure perception communication and sales effect We can assess the credibility and

comprehension of the ads

Few of the methods of this type of tests are

1 Recall tests In this type of tests the individuals are asked to answer about the ads entirely on

the basis of their memory It could be aided recall where they are given few clues to help them

recall and unaided recall which of course is based on memory alone

2 Recognition test These are also known as readership tests whereby it is seen whether they

buy the product upon seeing the ads Importantly the individual has to qualify as the reader of

that particular issue

3 Triple association test Here the respondent is given certain cues wherein he can relate to a

certain brand For example ndash ldquoThanda Matlabrdquo if the answer is coca cola then it is correct And

if the respondent is able to connect the product with the company then it is a triple association

4 Sales effect tests They measure the various stages of buyer awareness preference buying

intention and actual purchase in relation to actual advertising effort

5 Sales results tests The additional sales generated by the ads are recorded It is difficult

however to correlate an increase in sales to advertising alone

CHAPTER 2

PROFILE OF THE INDUSTRY

INDUSTRY PROFILE

Hospitality is the relationship between guest and host or the act or practice of being hospitable

Specifically this includes the reception and entertainment of guests visitors or strangers

resorts membership clubs conventions attractions special events and other services for

travelers and tourists

The word hospitality derives from the Latin hospes which is formed from hostis which

originally meant to have power The meaning of host can be literally read as lord of

strangers Hostire means equalize or compensate

In the contemporary West hospitality is rarely a matter of protection and survival and is more

associated with etiquette and entertainment However it still involves showing respect for ones

guests providing for their needs and treating them as equals Cultures and subcultures vary in

the extent to which one is expected to show hospitality to strangers as opposed to personal

friends or members of ones in-group

The hospitality service industry includes hotels casinos and resorts which offer comfort and

guidance to strangers but only as part of a business relationship The terms hospital hospice

and hostel also derive from hospitality and these institutions preserve more of the connotation

of personal care

Hospitality ethics is a discipline that studies this usage of hospitality

In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God

This principle is shown in a number of stories where a guest is literally a god who rewards the

provider of hospitality From this stems the Indian approach of graciousness towards guests at

home and in all social situations

Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage

and salary employment Within the industry wage and salary jobs in food services and

drinking places are expected to increase by 16 percent between 2004-14 compared to 14

percent growth projected for wage and salary employment in all industries combined

OBJECTIVE

1048707 To analyze the current trend of industry

1048707 Develop a new framework for studying and evaluating the Cognitive Dissonance of loyal

customers

1048707 Aligning the shift in the services portfolio for loyal customers keeping in mind the

demographics sales channels and the customer trends

The degree of customer satisfaction is a major factor in the determination of a brandrsquos

familiarity which in turn justifies the usage of Promotional tools be it Advertisement or

Promotions There are five levels of brand familiarity

(1) Brand rejection

(2) Brand no recognition

(3) Brand recognition

(4) Brand preference and

(5) Brand insistence

(Perreault Cannon amp McCarthy 2008)

Dissatisfied customers will reject the brand Dissatisfied customer of Extended Problem Solving

type products will experience extreme cognitive dissonance while the level of cognitive

dissonance for Limited Problem Solving products will be minimal

Satisfied customers will recognize prefer or insist upon the brand The level of commitment

varies with brand insistence occupying the highest level

Brand insistence means the customer is truly loyal to the brand or the customer is brand loyal

Just because a customer regularly buys a product does not mean they are loyal to the product

Individuals often buy a product out of habit because they recognize (brand recognition) or prefer

(brand preference) the brand Depending on the type of decision customer satisfaction will vary

Therefore certain generalizations can be made about brand familiarity cognitive dissonance and

brand loyalty

Depending on how the product is viewed by the target market the customer satisfaction will vary

between extreme dissatisfaction vs extreme satisfaction This in turn determines the degree of

cognitive dissonance experienced vs the degree of brand loyalty

RESEARCH METHODOLOGY

ldquoResearch Methodology is a systematic and objective process of identifying and formulating the

problem by setting objectives and methods for collecting editing calculating evaluating

analyzing interpreting and presenting data in order to find justified solutionsrdquo

Research Design

The descriptive research design has been used in this study Descriptive research studies which

are concerned with describing the characteristics of a particular individual or of a group or a

situation Studies concerned with specific predictions with narration of facts and characteristics

concerning individual group or a situation are examples of descriptive research studies

This report is based on primary as well secondary data however primary data collection was

given more importance since it is overhearing factor in attitude studies One of the most

important users of research methodology is that it helps in identifying the problem collecting

analyzing the required information data and providing an alternative solution to the problem It

also helps in collecting the vital information that is required by the top management to assist

them for the better decision making both day to day decision and critical ones

Research design needed is exploratory where primary data can be used to analysis

consumer preference

Whereas Questionnaire method is used to provide the required data

Data sources

Primary data

Primary data helped in the knowledge gathered from our sources Primary data was collected by

means of

Questionnaire

Personal interviews

Telephonic interviews

Primary data helped a lot in order to analyze the whole scenario and to take out the relevant data

from the data provided to us

Secondary data

Secondary data provided the knowledge about the other investment options other than KARVY

in terms of facts and figures

It is a data which are arrived from the primary data and collected from the other various sources

also as follows- through various articles books reports and websites

1048707 Collection of data relevant to the report from internet developed Questionnaire and sites of

service providers and analyze it

1048707 Consultation with Managers (Sales amp Marketing) of Industry

1048707 News Releases on consumer behavior

Post-testing methods actually gives us an idea about the actual performance of the ad in terms of

exposure perception communication and sales effect We can assess the credibility and

comprehension of the ads

Few of the methods of this type of tests are

1 Recall tests In this type of tests the individuals are asked to answer about the ads entirely on

the basis of their memory It could be aided recall where they are given few clues to help them

recall and unaided recall which of course is based on memory alone

2 Recognition test These are also known as readership tests whereby it is seen whether they

buy the product upon seeing the ads Importantly the individual has to qualify as the reader of

that particular issue

3 Triple association test Here the respondent is given certain cues wherein he can relate to a

certain brand For example ndash ldquoThanda Matlabrdquo if the answer is coca cola then it is correct And

if the respondent is able to connect the product with the company then it is a triple association

4 Sales effect tests They measure the various stages of buyer awareness preference buying

intention and actual purchase in relation to actual advertising effort

5 Sales results tests The additional sales generated by the ads are recorded It is difficult

however to correlate an increase in sales to advertising alone

CHAPTER 2

PROFILE OF THE INDUSTRY

INDUSTRY PROFILE

Hospitality is the relationship between guest and host or the act or practice of being hospitable

Specifically this includes the reception and entertainment of guests visitors or strangers

resorts membership clubs conventions attractions special events and other services for

travelers and tourists

The word hospitality derives from the Latin hospes which is formed from hostis which

originally meant to have power The meaning of host can be literally read as lord of

strangers Hostire means equalize or compensate

In the contemporary West hospitality is rarely a matter of protection and survival and is more

associated with etiquette and entertainment However it still involves showing respect for ones

guests providing for their needs and treating them as equals Cultures and subcultures vary in

the extent to which one is expected to show hospitality to strangers as opposed to personal

friends or members of ones in-group

The hospitality service industry includes hotels casinos and resorts which offer comfort and

guidance to strangers but only as part of a business relationship The terms hospital hospice

and hostel also derive from hospitality and these institutions preserve more of the connotation

of personal care

Hospitality ethics is a discipline that studies this usage of hospitality

In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God

This principle is shown in a number of stories where a guest is literally a god who rewards the

provider of hospitality From this stems the Indian approach of graciousness towards guests at

home and in all social situations

Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage

and salary employment Within the industry wage and salary jobs in food services and

drinking places are expected to increase by 16 percent between 2004-14 compared to 14

percent growth projected for wage and salary employment in all industries combined

Just because a customer regularly buys a product does not mean they are loyal to the product

Individuals often buy a product out of habit because they recognize (brand recognition) or prefer

(brand preference) the brand Depending on the type of decision customer satisfaction will vary

Therefore certain generalizations can be made about brand familiarity cognitive dissonance and

brand loyalty

Depending on how the product is viewed by the target market the customer satisfaction will vary

between extreme dissatisfaction vs extreme satisfaction This in turn determines the degree of

cognitive dissonance experienced vs the degree of brand loyalty

RESEARCH METHODOLOGY

ldquoResearch Methodology is a systematic and objective process of identifying and formulating the

problem by setting objectives and methods for collecting editing calculating evaluating

analyzing interpreting and presenting data in order to find justified solutionsrdquo

Research Design

The descriptive research design has been used in this study Descriptive research studies which

are concerned with describing the characteristics of a particular individual or of a group or a

situation Studies concerned with specific predictions with narration of facts and characteristics

concerning individual group or a situation are examples of descriptive research studies

This report is based on primary as well secondary data however primary data collection was

given more importance since it is overhearing factor in attitude studies One of the most

important users of research methodology is that it helps in identifying the problem collecting

analyzing the required information data and providing an alternative solution to the problem It

also helps in collecting the vital information that is required by the top management to assist

them for the better decision making both day to day decision and critical ones

Research design needed is exploratory where primary data can be used to analysis

consumer preference

Whereas Questionnaire method is used to provide the required data

Data sources

Primary data

Primary data helped in the knowledge gathered from our sources Primary data was collected by

means of

Questionnaire

Personal interviews

Telephonic interviews

Primary data helped a lot in order to analyze the whole scenario and to take out the relevant data

from the data provided to us

Secondary data

Secondary data provided the knowledge about the other investment options other than KARVY

in terms of facts and figures

It is a data which are arrived from the primary data and collected from the other various sources

also as follows- through various articles books reports and websites

1048707 Collection of data relevant to the report from internet developed Questionnaire and sites of

service providers and analyze it

1048707 Consultation with Managers (Sales amp Marketing) of Industry

1048707 News Releases on consumer behavior

Post-testing methods actually gives us an idea about the actual performance of the ad in terms of

exposure perception communication and sales effect We can assess the credibility and

comprehension of the ads

Few of the methods of this type of tests are

1 Recall tests In this type of tests the individuals are asked to answer about the ads entirely on

the basis of their memory It could be aided recall where they are given few clues to help them

recall and unaided recall which of course is based on memory alone

2 Recognition test These are also known as readership tests whereby it is seen whether they

buy the product upon seeing the ads Importantly the individual has to qualify as the reader of

that particular issue

3 Triple association test Here the respondent is given certain cues wherein he can relate to a

certain brand For example ndash ldquoThanda Matlabrdquo if the answer is coca cola then it is correct And

if the respondent is able to connect the product with the company then it is a triple association

4 Sales effect tests They measure the various stages of buyer awareness preference buying

intention and actual purchase in relation to actual advertising effort

5 Sales results tests The additional sales generated by the ads are recorded It is difficult

however to correlate an increase in sales to advertising alone

CHAPTER 2

PROFILE OF THE INDUSTRY

INDUSTRY PROFILE

Hospitality is the relationship between guest and host or the act or practice of being hospitable

Specifically this includes the reception and entertainment of guests visitors or strangers

resorts membership clubs conventions attractions special events and other services for

travelers and tourists

The word hospitality derives from the Latin hospes which is formed from hostis which

originally meant to have power The meaning of host can be literally read as lord of

strangers Hostire means equalize or compensate

In the contemporary West hospitality is rarely a matter of protection and survival and is more

associated with etiquette and entertainment However it still involves showing respect for ones

guests providing for their needs and treating them as equals Cultures and subcultures vary in

the extent to which one is expected to show hospitality to strangers as opposed to personal

friends or members of ones in-group

The hospitality service industry includes hotels casinos and resorts which offer comfort and

guidance to strangers but only as part of a business relationship The terms hospital hospice

and hostel also derive from hospitality and these institutions preserve more of the connotation

of personal care

Hospitality ethics is a discipline that studies this usage of hospitality

In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God

This principle is shown in a number of stories where a guest is literally a god who rewards the

provider of hospitality From this stems the Indian approach of graciousness towards guests at

home and in all social situations

Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage

and salary employment Within the industry wage and salary jobs in food services and

drinking places are expected to increase by 16 percent between 2004-14 compared to 14

percent growth projected for wage and salary employment in all industries combined

RESEARCH METHODOLOGY

ldquoResearch Methodology is a systematic and objective process of identifying and formulating the

problem by setting objectives and methods for collecting editing calculating evaluating

analyzing interpreting and presenting data in order to find justified solutionsrdquo

Research Design

The descriptive research design has been used in this study Descriptive research studies which

are concerned with describing the characteristics of a particular individual or of a group or a

situation Studies concerned with specific predictions with narration of facts and characteristics

concerning individual group or a situation are examples of descriptive research studies

This report is based on primary as well secondary data however primary data collection was

given more importance since it is overhearing factor in attitude studies One of the most

important users of research methodology is that it helps in identifying the problem collecting

analyzing the required information data and providing an alternative solution to the problem It

also helps in collecting the vital information that is required by the top management to assist

them for the better decision making both day to day decision and critical ones

Research design needed is exploratory where primary data can be used to analysis

consumer preference

Whereas Questionnaire method is used to provide the required data

Data sources

Primary data

Primary data helped in the knowledge gathered from our sources Primary data was collected by

means of

Questionnaire

Personal interviews

Telephonic interviews

Primary data helped a lot in order to analyze the whole scenario and to take out the relevant data

from the data provided to us

Secondary data

Secondary data provided the knowledge about the other investment options other than KARVY

in terms of facts and figures

It is a data which are arrived from the primary data and collected from the other various sources

also as follows- through various articles books reports and websites

1048707 Collection of data relevant to the report from internet developed Questionnaire and sites of

service providers and analyze it

1048707 Consultation with Managers (Sales amp Marketing) of Industry

1048707 News Releases on consumer behavior

Post-testing methods actually gives us an idea about the actual performance of the ad in terms of

exposure perception communication and sales effect We can assess the credibility and

comprehension of the ads

Few of the methods of this type of tests are

1 Recall tests In this type of tests the individuals are asked to answer about the ads entirely on

the basis of their memory It could be aided recall where they are given few clues to help them

recall and unaided recall which of course is based on memory alone

2 Recognition test These are also known as readership tests whereby it is seen whether they

buy the product upon seeing the ads Importantly the individual has to qualify as the reader of

that particular issue

3 Triple association test Here the respondent is given certain cues wherein he can relate to a

certain brand For example ndash ldquoThanda Matlabrdquo if the answer is coca cola then it is correct And

if the respondent is able to connect the product with the company then it is a triple association

4 Sales effect tests They measure the various stages of buyer awareness preference buying

intention and actual purchase in relation to actual advertising effort

5 Sales results tests The additional sales generated by the ads are recorded It is difficult

however to correlate an increase in sales to advertising alone

CHAPTER 2

PROFILE OF THE INDUSTRY

INDUSTRY PROFILE

Hospitality is the relationship between guest and host or the act or practice of being hospitable

Specifically this includes the reception and entertainment of guests visitors or strangers

resorts membership clubs conventions attractions special events and other services for

travelers and tourists

The word hospitality derives from the Latin hospes which is formed from hostis which

originally meant to have power The meaning of host can be literally read as lord of

strangers Hostire means equalize or compensate

In the contemporary West hospitality is rarely a matter of protection and survival and is more

associated with etiquette and entertainment However it still involves showing respect for ones

guests providing for their needs and treating them as equals Cultures and subcultures vary in

the extent to which one is expected to show hospitality to strangers as opposed to personal

friends or members of ones in-group

The hospitality service industry includes hotels casinos and resorts which offer comfort and

guidance to strangers but only as part of a business relationship The terms hospital hospice

and hostel also derive from hospitality and these institutions preserve more of the connotation

of personal care

Hospitality ethics is a discipline that studies this usage of hospitality

In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God

This principle is shown in a number of stories where a guest is literally a god who rewards the

provider of hospitality From this stems the Indian approach of graciousness towards guests at

home and in all social situations

Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage

and salary employment Within the industry wage and salary jobs in food services and

drinking places are expected to increase by 16 percent between 2004-14 compared to 14

percent growth projected for wage and salary employment in all industries combined

Primary data helped a lot in order to analyze the whole scenario and to take out the relevant data

from the data provided to us

Secondary data

Secondary data provided the knowledge about the other investment options other than KARVY

in terms of facts and figures

It is a data which are arrived from the primary data and collected from the other various sources

also as follows- through various articles books reports and websites

1048707 Collection of data relevant to the report from internet developed Questionnaire and sites of

service providers and analyze it

1048707 Consultation with Managers (Sales amp Marketing) of Industry

1048707 News Releases on consumer behavior

Post-testing methods actually gives us an idea about the actual performance of the ad in terms of

exposure perception communication and sales effect We can assess the credibility and

comprehension of the ads

Few of the methods of this type of tests are

1 Recall tests In this type of tests the individuals are asked to answer about the ads entirely on

the basis of their memory It could be aided recall where they are given few clues to help them

recall and unaided recall which of course is based on memory alone

2 Recognition test These are also known as readership tests whereby it is seen whether they

buy the product upon seeing the ads Importantly the individual has to qualify as the reader of

that particular issue

3 Triple association test Here the respondent is given certain cues wherein he can relate to a

certain brand For example ndash ldquoThanda Matlabrdquo if the answer is coca cola then it is correct And

if the respondent is able to connect the product with the company then it is a triple association

4 Sales effect tests They measure the various stages of buyer awareness preference buying

intention and actual purchase in relation to actual advertising effort

5 Sales results tests The additional sales generated by the ads are recorded It is difficult

however to correlate an increase in sales to advertising alone

CHAPTER 2

PROFILE OF THE INDUSTRY

INDUSTRY PROFILE

Hospitality is the relationship between guest and host or the act or practice of being hospitable

Specifically this includes the reception and entertainment of guests visitors or strangers

resorts membership clubs conventions attractions special events and other services for

travelers and tourists

The word hospitality derives from the Latin hospes which is formed from hostis which

originally meant to have power The meaning of host can be literally read as lord of

strangers Hostire means equalize or compensate

In the contemporary West hospitality is rarely a matter of protection and survival and is more

associated with etiquette and entertainment However it still involves showing respect for ones

guests providing for their needs and treating them as equals Cultures and subcultures vary in

the extent to which one is expected to show hospitality to strangers as opposed to personal

friends or members of ones in-group

The hospitality service industry includes hotels casinos and resorts which offer comfort and

guidance to strangers but only as part of a business relationship The terms hospital hospice

and hostel also derive from hospitality and these institutions preserve more of the connotation

of personal care

Hospitality ethics is a discipline that studies this usage of hospitality

In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God

This principle is shown in a number of stories where a guest is literally a god who rewards the

provider of hospitality From this stems the Indian approach of graciousness towards guests at

home and in all social situations

Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage

and salary employment Within the industry wage and salary jobs in food services and

drinking places are expected to increase by 16 percent between 2004-14 compared to 14

percent growth projected for wage and salary employment in all industries combined

4 Sales effect tests They measure the various stages of buyer awareness preference buying

intention and actual purchase in relation to actual advertising effort

5 Sales results tests The additional sales generated by the ads are recorded It is difficult

however to correlate an increase in sales to advertising alone

CHAPTER 2

PROFILE OF THE INDUSTRY

INDUSTRY PROFILE

Hospitality is the relationship between guest and host or the act or practice of being hospitable

Specifically this includes the reception and entertainment of guests visitors or strangers

resorts membership clubs conventions attractions special events and other services for

travelers and tourists

The word hospitality derives from the Latin hospes which is formed from hostis which

originally meant to have power The meaning of host can be literally read as lord of

strangers Hostire means equalize or compensate

In the contemporary West hospitality is rarely a matter of protection and survival and is more

associated with etiquette and entertainment However it still involves showing respect for ones

guests providing for their needs and treating them as equals Cultures and subcultures vary in

the extent to which one is expected to show hospitality to strangers as opposed to personal

friends or members of ones in-group

The hospitality service industry includes hotels casinos and resorts which offer comfort and

guidance to strangers but only as part of a business relationship The terms hospital hospice

and hostel also derive from hospitality and these institutions preserve more of the connotation

of personal care

Hospitality ethics is a discipline that studies this usage of hospitality

In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God

This principle is shown in a number of stories where a guest is literally a god who rewards the

provider of hospitality From this stems the Indian approach of graciousness towards guests at

home and in all social situations

Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage

and salary employment Within the industry wage and salary jobs in food services and

drinking places are expected to increase by 16 percent between 2004-14 compared to 14

percent growth projected for wage and salary employment in all industries combined

CHAPTER 2

PROFILE OF THE INDUSTRY

INDUSTRY PROFILE

Hospitality is the relationship between guest and host or the act or practice of being hospitable

Specifically this includes the reception and entertainment of guests visitors or strangers

resorts membership clubs conventions attractions special events and other services for

travelers and tourists

The word hospitality derives from the Latin hospes which is formed from hostis which

originally meant to have power The meaning of host can be literally read as lord of

strangers Hostire means equalize or compensate

In the contemporary West hospitality is rarely a matter of protection and survival and is more

associated with etiquette and entertainment However it still involves showing respect for ones

guests providing for their needs and treating them as equals Cultures and subcultures vary in

the extent to which one is expected to show hospitality to strangers as opposed to personal

friends or members of ones in-group

The hospitality service industry includes hotels casinos and resorts which offer comfort and

guidance to strangers but only as part of a business relationship The terms hospital hospice

and hostel also derive from hospitality and these institutions preserve more of the connotation

of personal care

Hospitality ethics is a discipline that studies this usage of hospitality

In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God

This principle is shown in a number of stories where a guest is literally a god who rewards the

provider of hospitality From this stems the Indian approach of graciousness towards guests at

home and in all social situations

Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage

and salary employment Within the industry wage and salary jobs in food services and

drinking places are expected to increase by 16 percent between 2004-14 compared to 14

percent growth projected for wage and salary employment in all industries combined

Hospitality is the relationship between guest and host or the act or practice of being hospitable

Specifically this includes the reception and entertainment of guests visitors or strangers

resorts membership clubs conventions attractions special events and other services for

travelers and tourists

The word hospitality derives from the Latin hospes which is formed from hostis which

originally meant to have power The meaning of host can be literally read as lord of

strangers Hostire means equalize or compensate

In the contemporary West hospitality is rarely a matter of protection and survival and is more

associated with etiquette and entertainment However it still involves showing respect for ones

guests providing for their needs and treating them as equals Cultures and subcultures vary in

the extent to which one is expected to show hospitality to strangers as opposed to personal

friends or members of ones in-group

The hospitality service industry includes hotels casinos and resorts which offer comfort and

guidance to strangers but only as part of a business relationship The terms hospital hospice

and hostel also derive from hospitality and these institutions preserve more of the connotation

of personal care

Hospitality ethics is a discipline that studies this usage of hospitality

In India hospitality is based on the principle Atithi Devo Bhava meaning the guest is God

This principle is shown in a number of stories where a guest is literally a god who rewards the

provider of hospitality From this stems the Indian approach of graciousness towards guests at

home and in all social situations

Between 2004 and 2014 the Hospitality industry is expected to add 17 percent in wage

and salary employment Within the industry wage and salary jobs in food services and

drinking places are expected to increase by 16 percent between 2004-14 compared to 14

percent growth projected for wage and salary employment in all industries combined

Food services and drinking places provided many young people with their first jobs in

2004 - more than 21 percent of workers in these establishments were aged 16 to 19 about

5 times the proportion for all industries

The accommodation and food services sector makes up approximately 8 percent of all

employment nationally (Bureau of Labor Statistics Industry at a Glance) Two out of five

workers in the industry are part-time - more than twice the proportion for all industries

Image and Outreach

Like other service sectors hospitality careers are often stereotyped as low-wage and

entry-level with little opportunity for advancement Consequently qualified workers

especially youth are unaware of the range of hospitality careers available

Recruitment and Retention

With the hospitality industrys growth rate increasing the importance of finding good

employees especially youth workers is a high priority Historically the hospitality

industry has drawn heavily from the youth labor pool to meet their workforce needs but

in recent years the industry has been left with an insufficient pipeline of new workers to

satisfy demand Faced with a shrinking pipeline of workers the hospitality industry is

increasing its recruitment efforts towards youth and developing targeted strategies for

previously untapped labor pools

High turnover is a key challenge in the hospitality industry The restaurant hotel and lodging

sectors have difficulty retaining skilled workers because of the negative image that the industry

faces

Training and Skill Needs

Employers have difficulty finding workers who possess basic soft skills which are

often a prerequisite for success in a customer service-oriented field English proficiency

is a key challenge because a large percentage of the hospitality workforce does not speak

English as their primary language Employers seek language training programs that allow

workers to effectively perform their job which includes providing quality customer

service and understanding safety requirements

The hospitality industry as a whole lacks consistency and portability in training models

and skill certifications Many employers provide internal training programs for entry-

level workers which makes it difficult to monitor the content of training and the skills

acquired

The diverse range of activities offered by this industry provides excellent job

opportunities for people with varied skills and educational backgrounds Jobs will be

plentiful for first-time job seekers senior citizens and those seeking part-time or

alternative work schedules

Training for food service managers is available through industry-sponsored seminars

short-term subject-specific certificate programs or associate and bachelors degree

programs in management

A certification in hospitality management can be obtained through an 18-month training

course or a four-year specialized bachelors degree

In June 2003 ETA announced the High Growth Job Training Initiative to engage businesses

with local education providers and the localregional workforce investment system to find

solutions that address changing talent development needs in various industries

In October 2005 the Community-Based Job Training Grants were announced to improve the role

of community colleges in providing affordable flexible and accessible education for the nations

workforce

ETA is investing more than $260 million in 26 different regions across the United States in

support of the WIRED (Workforce Innovation in Regional Economic Development) Initiative

Through WIRED local leaders design and implement strategic approaches to regional economic

development and job growth WIRED focuses on catalyzing the creation of high skill high wage

opportunities for American workers through an integrated approach to economic and talent

development

These initiatives reinforce ETAs commitment to transform the workforce system by engaging

business education state and local governments and other federal agencies with the goal of

creating a skilled workforce to meet the dynamic needs of todays economy

Current Trends of Marketing of Hotels

Online Market and Business Intelligence tools perform a vertical online market analysis to

identify Life Cycles of Money Keywords It helps you rank for thousands of keywords in your

vertical market with fewer inbound links on the search engines It integrates your direct response

marketing keywords with your vertical market keyword research and your educational buying

keyword life cycles into a single website system

While analyzing the design of optimal travel or tourism website it looks at the correlation of

keywords between

1048707 Traffic

1048707 Number of clicks

1048707 Number of natural searches or queries

1048707 Pay-per-click statistics

1048707 Cost and profitability

1048707 SEO inbound link and deep link competition

1048707 Co-occurrence of related searches

1048707 Statistically improbable phrases and expert verbiage

1048707 Missed opportunity ranking

1048707 Market value

1048707 Market potential and opportunity

It provides Hotels with a keyword market map It will give you a global or top down vertical

view of all the keywords and associative co-occurrences in your market It will tell you how your

market is moving where itrsquos been and how it can possibly evolve It can even go to the last drop

and extract every keyword in your market that has a euro value attached to it and the ones that do

not

Hotel Website Design

Hotel website development is beyond design and brings the right balance between navigation

usability functionality structure visuals and content and normally offers

1048707 100 Freedom

1048707 100 Flexibility

1048707 Search Engine Optimization

1048707 Functional Design

1048707 Booking Engine Integration

1048707 Web 20 Modules

A hotel website includes optimization of content meta-tags keywords and site structure to

maximize qualified traffic With keyword advisory tools at disposal we can tell what your

keywords should be Hotel website is set-up correctly according to SEO standards and positioned

well in the search engines for a broad range of keyword searches and market segments

To reach optimal conversion design of Optimized Hotel Website is based on heat map and eye

tracking studies by Google Yahoo and many of the large ecommerce sites (like Walmart amp

Virgin Megastores) The Google Golden Triangle theory tells us exactly where to position each

module and component of hotel website to make it user friendly easy to navigate and reach a

high number of bookings or conversion To give hotel complete freedom and flexibility after the

hotel web site has been build of Open Source CMS (content management system) which gives

the hotel complete control over hotel website and allows changing anything

Hotel e-CRM - Customer Relationship Management

We all know that the cost of retaining current clients is much lower than the cost to acquire new

ones So hotel marketing plan takes this in consideration and target repeat and one time guests to

promote loyalty

Hotel e-CRM system helps to manage hotelrsquos customer or guest database It is essential to know

who stays at your hotel how often and when for client loyalty and retention strategies

Based on stay patterns and preferences you are able to send targeted relevant and high quality

HTML email messages to your guests and leads This guest profiling system of email marketing

with newsletters and special offers is aimed at an increased stay frequency higher ADR and

branding

Distressed Inventory Management

For periods of low demand you can filter on guests who stayed with you during specific periods

and on other criteria to launch a targeted aggressive offer As you only make the offer available

to a carefully selected segment of your guests you will not erode your price positioning or

branding and still be able to push distressed inventory and offset weak demand

Intelligent E-mailing

Hotels e-CRM when connected to hotel PMS can now automatically send intelligent emails

that are highly personalized and customized for each guest

1048707 confirmation emails

1048707 pre-arrival emails

1048707 thank you emails

1048707 guest satisfaction survey

It is important you send the right message to the right guest at the proper time all to enhance the

guest experience

Reporting

Hotel measures the results of electronic marketing campaign and know exactly how much

revenue was generated by each email and campaign This enables to learn more about guestsrsquo

preferences and buying habits and get their feedback from the guest satisfaction survey Most

importantly hotel will be able to quantify this information in numbers and revenue It gives

hotels the following reports

1048707 Campaign ROI Report

1048707 Email Performance Report

1048707 Profile Report

1048707 Bounce Report

Mobile Hotel Website amp iPhone App

SMS marketing amp advertising

The Database of Hotel provides mobile phone numbers of your guests as well as people

browsing your website It enables hotels to scheduled updates on special offers packages or

event in city Even local dining in hotel restaurants is targeted this way

Provide an interactive mobile brochure of your hotel

Consumers are not longer just using a pc or laptop to access the internet They look for travel

ideas and to make hotel reservations on their mobile phone PDA and Blackberry With the

launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself

more rapidly

As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel SMS

confirmations including a map of the hotel location upon booking offering a welcome cocktail

invitation or tourist map with local attractions upon check-in through a Bluetooth network

And this is only the beginning the possibilities to reach potential clients and deliver more

service to existing guests are infinite

Send booking confirmation by SMS

Hotel sends a hotel reservation confirmation by SMS (mobile text message)

Hotels even create a hyperlink to a map with the hotel location and directions how to get there

as well as access to hotels mobile website for any other services the guest might need A few

days before arrival hotel can send a weather update so he knows what to pack

Offer interactive guest services

Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map

with local tourist attractions public transportation information etc

Or if they need a taxi it is just a matter of a click o a button adding the extra services you can

offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application

Following can be the add on apart from the above services

Interactive Bluetooth service network

Mobile loyalty card

PPC - Pay per Click

Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC

campaigns in search engines hotels can also manage pay per click or paid search advertising for

hotel website in other websites for example Face book Twitter and various other promotional

and social community sites

COMPANY PROFILE

ABOUT TAJ HOTELS

The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It

was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and

Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being

operated around the globe During fiscal year 2006 the total number of hotels owned or

managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business

hotels The Taj Luxury Hotels offer a wide range of luxurious suites with modern fitness centers

rejuvenating spas and well-equipped banquet and meeting facilities The Taj Leisure Hotels

offer a complete holiday package that can be enjoyed with the whole family It provides exciting

activities ranging from sports culture environment adventure music and entertainment The

Taj Business Hotels provide the finest standards of hospitality which helps the business trips to

be productive They offer well-appointed rooms telecommunication facilities efficient service

specialty restaurants and lively bars well-equipped business centers and other conference

facilities

VISION

The Taj Group of Hotels commits itself to the overall improvement of the ecological

environment which we are all a part of We recognize that we are not owners but caretakers of

the Planet and owe it to our children and future generations of humankind It is our endeavor not

only to conserve and protect but also to renew and regenerate the environment in which we live

and operate Our commitment encompasses all actions related to our products services

associates partners vendors and communities We will partner and engage with our environment

through EARTH Environmental Awareness and Renewal at Taj Hotels For us EARTH is not a

program nor a process it is a way of life

NATIONAL AWARD

Apr-2009

bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India

Awards held on 8th April 2009 held at Delhi

Jan-2008

bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500

Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd

Jan-2008

bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards

2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels

MILE STONE OF TAJ GROUP

bull 1903

The Company opens its first hotel the Taj Mahal Palace in Mumbai India

The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort

in Goa

bull 1974

The Company begins business in metropolitan hotels by opening the five star deluxe hotel

the Taj Coramandel in Chennai

bull 1980

The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen

bull 1984

The Company entered into a licence agreement to operate the Taj West End in Bangalore

Taj Connamera in Chennai and the Savoy in Ooty

bull 1989

The Company opens a five star deluxe hotel in Calcutta the Taj Bengal

bull 1990

The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala

Tourism Development Corporation

bull 1998

The Company opens the Taj Exotica in Bentota Sri Lanka

bull 2000

The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to

operate three hotels in Hyderabad

bull 2001

The Company is awarded the management contract for the Taj Palace Dubai

The Company launches the Taj Exotica Spa and Resort in Maldives

bull 2002

The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot

in Jaisalmer and the Usha Kiran Palace Gwalior

bull 2003

The Company relaunches its flag ship property as the Taj Mahal Palace and Tower

bull 2004

The Company launches its first luxury serviced apartments Wellington Mews in

Mumbai

The Company opens its first economy hotel under the brand Ginger in Bangalore

bull 2005

The Company obtains a management contract to operate The Pierre in New York USA

The Company entered into a management contract to operate the Taj Exotica in Palm Island

Jumeirah Dubai

The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur

bull 2006

The Company acquires the W hotel in Sydney Australia which is later renamed as the

Blue Sydney

The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh

bull 2007

The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj

Boston

The Company commences operation of its second wildlife lodge at Baghvan Pench

Taj Mahal Palace amp Tower

INTRODUCTION

The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba

region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner

of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old

heritage building retains its stature as the flagship property of the group and contains 565 rooms

From an historical and architectural point of view The Taj Mahal Palace and the Tower are two

distinct buildings built at different times and in different architectural designs

Location Mumbai Maharashtra India

Opening date 16 December 1903

ArchitectSitaram Khanderao Vaidya and D N

Mirza

Rooms 565

Suites 46

Restaurants 11

Floors 22

Taj Mahel Hotels

workers to effectively perform their job which includes providing quality customer

service and understanding safety requirements

The hospitality industry as a whole lacks consistency and portability in training models

and skill certifications Many employers provide internal training programs for entry-

level workers which makes it difficult to monitor the content of training and the skills

acquired

The diverse range of activities offered by this industry provides excellent job

opportunities for people with varied skills and educational backgrounds Jobs will be

plentiful for first-time job seekers senior citizens and those seeking part-time or

alternative work schedules

Training for food service managers is available through industry-sponsored seminars

short-term subject-specific certificate programs or associate and bachelors degree

programs in management

A certification in hospitality management can be obtained through an 18-month training

course or a four-year specialized bachelors degree

In June 2003 ETA announced the High Growth Job Training Initiative to engage businesses

with local education providers and the localregional workforce investment system to find

solutions that address changing talent development needs in various industries

In October 2005 the Community-Based Job Training Grants were announced to improve the role

of community colleges in providing affordable flexible and accessible education for the nations

workforce

ETA is investing more than $260 million in 26 different regions across the United States in

support of the WIRED (Workforce Innovation in Regional Economic Development) Initiative

Through WIRED local leaders design and implement strategic approaches to regional economic

development and job growth WIRED focuses on catalyzing the creation of high skill high wage

opportunities for American workers through an integrated approach to economic and talent

development

These initiatives reinforce ETAs commitment to transform the workforce system by engaging

business education state and local governments and other federal agencies with the goal of

creating a skilled workforce to meet the dynamic needs of todays economy

Current Trends of Marketing of Hotels

Online Market and Business Intelligence tools perform a vertical online market analysis to

identify Life Cycles of Money Keywords It helps you rank for thousands of keywords in your

vertical market with fewer inbound links on the search engines It integrates your direct response

marketing keywords with your vertical market keyword research and your educational buying

keyword life cycles into a single website system

While analyzing the design of optimal travel or tourism website it looks at the correlation of

keywords between

1048707 Traffic

1048707 Number of clicks

1048707 Number of natural searches or queries

1048707 Pay-per-click statistics

1048707 Cost and profitability

1048707 SEO inbound link and deep link competition

1048707 Co-occurrence of related searches

1048707 Statistically improbable phrases and expert verbiage

1048707 Missed opportunity ranking

1048707 Market value

1048707 Market potential and opportunity

It provides Hotels with a keyword market map It will give you a global or top down vertical

view of all the keywords and associative co-occurrences in your market It will tell you how your

market is moving where itrsquos been and how it can possibly evolve It can even go to the last drop

and extract every keyword in your market that has a euro value attached to it and the ones that do

not

Hotel Website Design

Hotel website development is beyond design and brings the right balance between navigation

usability functionality structure visuals and content and normally offers

1048707 100 Freedom

1048707 100 Flexibility

1048707 Search Engine Optimization

1048707 Functional Design

1048707 Booking Engine Integration

1048707 Web 20 Modules

A hotel website includes optimization of content meta-tags keywords and site structure to

maximize qualified traffic With keyword advisory tools at disposal we can tell what your

keywords should be Hotel website is set-up correctly according to SEO standards and positioned

well in the search engines for a broad range of keyword searches and market segments

To reach optimal conversion design of Optimized Hotel Website is based on heat map and eye

tracking studies by Google Yahoo and many of the large ecommerce sites (like Walmart amp

Virgin Megastores) The Google Golden Triangle theory tells us exactly where to position each

module and component of hotel website to make it user friendly easy to navigate and reach a

high number of bookings or conversion To give hotel complete freedom and flexibility after the

hotel web site has been build of Open Source CMS (content management system) which gives

the hotel complete control over hotel website and allows changing anything

Hotel e-CRM - Customer Relationship Management

We all know that the cost of retaining current clients is much lower than the cost to acquire new

ones So hotel marketing plan takes this in consideration and target repeat and one time guests to

promote loyalty

Hotel e-CRM system helps to manage hotelrsquos customer or guest database It is essential to know

who stays at your hotel how often and when for client loyalty and retention strategies

Based on stay patterns and preferences you are able to send targeted relevant and high quality

HTML email messages to your guests and leads This guest profiling system of email marketing

with newsletters and special offers is aimed at an increased stay frequency higher ADR and

branding

Distressed Inventory Management

For periods of low demand you can filter on guests who stayed with you during specific periods

and on other criteria to launch a targeted aggressive offer As you only make the offer available

to a carefully selected segment of your guests you will not erode your price positioning or

branding and still be able to push distressed inventory and offset weak demand

Intelligent E-mailing

Hotels e-CRM when connected to hotel PMS can now automatically send intelligent emails

that are highly personalized and customized for each guest

1048707 confirmation emails

1048707 pre-arrival emails

1048707 thank you emails

1048707 guest satisfaction survey

It is important you send the right message to the right guest at the proper time all to enhance the

guest experience

Reporting

Hotel measures the results of electronic marketing campaign and know exactly how much

revenue was generated by each email and campaign This enables to learn more about guestsrsquo

preferences and buying habits and get their feedback from the guest satisfaction survey Most

importantly hotel will be able to quantify this information in numbers and revenue It gives

hotels the following reports

1048707 Campaign ROI Report

1048707 Email Performance Report

1048707 Profile Report

1048707 Bounce Report

Mobile Hotel Website amp iPhone App

SMS marketing amp advertising

The Database of Hotel provides mobile phone numbers of your guests as well as people

browsing your website It enables hotels to scheduled updates on special offers packages or

event in city Even local dining in hotel restaurants is targeted this way

Provide an interactive mobile brochure of your hotel

Consumers are not longer just using a pc or laptop to access the internet They look for travel

ideas and to make hotel reservations on their mobile phone PDA and Blackberry With the

launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself

more rapidly

As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel SMS

confirmations including a map of the hotel location upon booking offering a welcome cocktail

invitation or tourist map with local attractions upon check-in through a Bluetooth network

And this is only the beginning the possibilities to reach potential clients and deliver more

service to existing guests are infinite

Send booking confirmation by SMS

Hotel sends a hotel reservation confirmation by SMS (mobile text message)

Hotels even create a hyperlink to a map with the hotel location and directions how to get there

as well as access to hotels mobile website for any other services the guest might need A few

days before arrival hotel can send a weather update so he knows what to pack

Offer interactive guest services

Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map

with local tourist attractions public transportation information etc

Or if they need a taxi it is just a matter of a click o a button adding the extra services you can

offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application

Following can be the add on apart from the above services

Interactive Bluetooth service network

Mobile loyalty card

PPC - Pay per Click

Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC

campaigns in search engines hotels can also manage pay per click or paid search advertising for

hotel website in other websites for example Face book Twitter and various other promotional

and social community sites

COMPANY PROFILE

ABOUT TAJ HOTELS

The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It

was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and

Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being

operated around the globe During fiscal year 2006 the total number of hotels owned or

managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business

hotels The Taj Luxury Hotels offer a wide range of luxurious suites with modern fitness centers

rejuvenating spas and well-equipped banquet and meeting facilities The Taj Leisure Hotels

offer a complete holiday package that can be enjoyed with the whole family It provides exciting

activities ranging from sports culture environment adventure music and entertainment The

Taj Business Hotels provide the finest standards of hospitality which helps the business trips to

be productive They offer well-appointed rooms telecommunication facilities efficient service

specialty restaurants and lively bars well-equipped business centers and other conference

facilities

VISION

The Taj Group of Hotels commits itself to the overall improvement of the ecological

environment which we are all a part of We recognize that we are not owners but caretakers of

the Planet and owe it to our children and future generations of humankind It is our endeavor not

only to conserve and protect but also to renew and regenerate the environment in which we live

and operate Our commitment encompasses all actions related to our products services

associates partners vendors and communities We will partner and engage with our environment

through EARTH Environmental Awareness and Renewal at Taj Hotels For us EARTH is not a

program nor a process it is a way of life

NATIONAL AWARD

Apr-2009

bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India

Awards held on 8th April 2009 held at Delhi

Jan-2008

bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500

Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd

Jan-2008

bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards

2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels

MILE STONE OF TAJ GROUP

bull 1903

The Company opens its first hotel the Taj Mahal Palace in Mumbai India

The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort

in Goa

bull 1974

The Company begins business in metropolitan hotels by opening the five star deluxe hotel

the Taj Coramandel in Chennai

bull 1980

The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen

bull 1984

The Company entered into a licence agreement to operate the Taj West End in Bangalore

Taj Connamera in Chennai and the Savoy in Ooty

bull 1989

The Company opens a five star deluxe hotel in Calcutta the Taj Bengal

bull 1990

The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala

Tourism Development Corporation

bull 1998

The Company opens the Taj Exotica in Bentota Sri Lanka

bull 2000

The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to

operate three hotels in Hyderabad

bull 2001

The Company is awarded the management contract for the Taj Palace Dubai

The Company launches the Taj Exotica Spa and Resort in Maldives

bull 2002

The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot

in Jaisalmer and the Usha Kiran Palace Gwalior

bull 2003

The Company relaunches its flag ship property as the Taj Mahal Palace and Tower

bull 2004

The Company launches its first luxury serviced apartments Wellington Mews in

Mumbai

The Company opens its first economy hotel under the brand Ginger in Bangalore

bull 2005

The Company obtains a management contract to operate The Pierre in New York USA

The Company entered into a management contract to operate the Taj Exotica in Palm Island

Jumeirah Dubai

The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur

bull 2006

The Company acquires the W hotel in Sydney Australia which is later renamed as the

Blue Sydney

The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh

bull 2007

The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj

Boston

The Company commences operation of its second wildlife lodge at Baghvan Pench

Taj Mahal Palace amp Tower

INTRODUCTION

The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba

region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner

of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old

heritage building retains its stature as the flagship property of the group and contains 565 rooms

From an historical and architectural point of view The Taj Mahal Palace and the Tower are two

distinct buildings built at different times and in different architectural designs

Location Mumbai Maharashtra India

Opening date 16 December 1903

ArchitectSitaram Khanderao Vaidya and D N

Mirza

Rooms 565

Suites 46

Restaurants 11

Floors 22

Taj Mahel Hotels

These initiatives reinforce ETAs commitment to transform the workforce system by engaging

business education state and local governments and other federal agencies with the goal of

creating a skilled workforce to meet the dynamic needs of todays economy

Current Trends of Marketing of Hotels

Online Market and Business Intelligence tools perform a vertical online market analysis to

identify Life Cycles of Money Keywords It helps you rank for thousands of keywords in your

vertical market with fewer inbound links on the search engines It integrates your direct response

marketing keywords with your vertical market keyword research and your educational buying

keyword life cycles into a single website system

While analyzing the design of optimal travel or tourism website it looks at the correlation of

keywords between

1048707 Traffic

1048707 Number of clicks

1048707 Number of natural searches or queries

1048707 Pay-per-click statistics

1048707 Cost and profitability

1048707 SEO inbound link and deep link competition

1048707 Co-occurrence of related searches

1048707 Statistically improbable phrases and expert verbiage

1048707 Missed opportunity ranking

1048707 Market value

1048707 Market potential and opportunity

It provides Hotels with a keyword market map It will give you a global or top down vertical

view of all the keywords and associative co-occurrences in your market It will tell you how your

market is moving where itrsquos been and how it can possibly evolve It can even go to the last drop

and extract every keyword in your market that has a euro value attached to it and the ones that do

not

Hotel Website Design

Hotel website development is beyond design and brings the right balance between navigation

usability functionality structure visuals and content and normally offers

1048707 100 Freedom

1048707 100 Flexibility

1048707 Search Engine Optimization

1048707 Functional Design

1048707 Booking Engine Integration

1048707 Web 20 Modules

A hotel website includes optimization of content meta-tags keywords and site structure to

maximize qualified traffic With keyword advisory tools at disposal we can tell what your

keywords should be Hotel website is set-up correctly according to SEO standards and positioned

well in the search engines for a broad range of keyword searches and market segments

To reach optimal conversion design of Optimized Hotel Website is based on heat map and eye

tracking studies by Google Yahoo and many of the large ecommerce sites (like Walmart amp

Virgin Megastores) The Google Golden Triangle theory tells us exactly where to position each

module and component of hotel website to make it user friendly easy to navigate and reach a

high number of bookings or conversion To give hotel complete freedom and flexibility after the

hotel web site has been build of Open Source CMS (content management system) which gives

the hotel complete control over hotel website and allows changing anything

Hotel e-CRM - Customer Relationship Management

We all know that the cost of retaining current clients is much lower than the cost to acquire new

ones So hotel marketing plan takes this in consideration and target repeat and one time guests to

promote loyalty

Hotel e-CRM system helps to manage hotelrsquos customer or guest database It is essential to know

who stays at your hotel how often and when for client loyalty and retention strategies

Based on stay patterns and preferences you are able to send targeted relevant and high quality

HTML email messages to your guests and leads This guest profiling system of email marketing

with newsletters and special offers is aimed at an increased stay frequency higher ADR and

branding

Distressed Inventory Management

For periods of low demand you can filter on guests who stayed with you during specific periods

and on other criteria to launch a targeted aggressive offer As you only make the offer available

to a carefully selected segment of your guests you will not erode your price positioning or

branding and still be able to push distressed inventory and offset weak demand

Intelligent E-mailing

Hotels e-CRM when connected to hotel PMS can now automatically send intelligent emails

that are highly personalized and customized for each guest

1048707 confirmation emails

1048707 pre-arrival emails

1048707 thank you emails

1048707 guest satisfaction survey

It is important you send the right message to the right guest at the proper time all to enhance the

guest experience

Reporting

Hotel measures the results of electronic marketing campaign and know exactly how much

revenue was generated by each email and campaign This enables to learn more about guestsrsquo

preferences and buying habits and get their feedback from the guest satisfaction survey Most

importantly hotel will be able to quantify this information in numbers and revenue It gives

hotels the following reports

1048707 Campaign ROI Report

1048707 Email Performance Report

1048707 Profile Report

1048707 Bounce Report

Mobile Hotel Website amp iPhone App

SMS marketing amp advertising

The Database of Hotel provides mobile phone numbers of your guests as well as people

browsing your website It enables hotels to scheduled updates on special offers packages or

event in city Even local dining in hotel restaurants is targeted this way

Provide an interactive mobile brochure of your hotel

Consumers are not longer just using a pc or laptop to access the internet They look for travel

ideas and to make hotel reservations on their mobile phone PDA and Blackberry With the

launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself

more rapidly

As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel SMS

confirmations including a map of the hotel location upon booking offering a welcome cocktail

invitation or tourist map with local attractions upon check-in through a Bluetooth network

And this is only the beginning the possibilities to reach potential clients and deliver more

service to existing guests are infinite

Send booking confirmation by SMS

Hotel sends a hotel reservation confirmation by SMS (mobile text message)

Hotels even create a hyperlink to a map with the hotel location and directions how to get there

as well as access to hotels mobile website for any other services the guest might need A few

days before arrival hotel can send a weather update so he knows what to pack

Offer interactive guest services

Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map

with local tourist attractions public transportation information etc

Or if they need a taxi it is just a matter of a click o a button adding the extra services you can

offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application

Following can be the add on apart from the above services

Interactive Bluetooth service network

Mobile loyalty card

PPC - Pay per Click

Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC

campaigns in search engines hotels can also manage pay per click or paid search advertising for

hotel website in other websites for example Face book Twitter and various other promotional

and social community sites

COMPANY PROFILE

ABOUT TAJ HOTELS

The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It

was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and

Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being

operated around the globe During fiscal year 2006 the total number of hotels owned or

managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business

hotels The Taj Luxury Hotels offer a wide range of luxurious suites with modern fitness centers

rejuvenating spas and well-equipped banquet and meeting facilities The Taj Leisure Hotels

offer a complete holiday package that can be enjoyed with the whole family It provides exciting

activities ranging from sports culture environment adventure music and entertainment The

Taj Business Hotels provide the finest standards of hospitality which helps the business trips to

be productive They offer well-appointed rooms telecommunication facilities efficient service

specialty restaurants and lively bars well-equipped business centers and other conference

facilities

VISION

The Taj Group of Hotels commits itself to the overall improvement of the ecological

environment which we are all a part of We recognize that we are not owners but caretakers of

the Planet and owe it to our children and future generations of humankind It is our endeavor not

only to conserve and protect but also to renew and regenerate the environment in which we live

and operate Our commitment encompasses all actions related to our products services

associates partners vendors and communities We will partner and engage with our environment

through EARTH Environmental Awareness and Renewal at Taj Hotels For us EARTH is not a

program nor a process it is a way of life

NATIONAL AWARD

Apr-2009

bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India

Awards held on 8th April 2009 held at Delhi

Jan-2008

bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500

Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd

Jan-2008

bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards

2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels

MILE STONE OF TAJ GROUP

bull 1903

The Company opens its first hotel the Taj Mahal Palace in Mumbai India

The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort

in Goa

bull 1974

The Company begins business in metropolitan hotels by opening the five star deluxe hotel

the Taj Coramandel in Chennai

bull 1980

The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen

bull 1984

The Company entered into a licence agreement to operate the Taj West End in Bangalore

Taj Connamera in Chennai and the Savoy in Ooty

bull 1989

The Company opens a five star deluxe hotel in Calcutta the Taj Bengal

bull 1990

The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala

Tourism Development Corporation

bull 1998

The Company opens the Taj Exotica in Bentota Sri Lanka

bull 2000

The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to

operate three hotels in Hyderabad

bull 2001

The Company is awarded the management contract for the Taj Palace Dubai

The Company launches the Taj Exotica Spa and Resort in Maldives

bull 2002

The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot

in Jaisalmer and the Usha Kiran Palace Gwalior

bull 2003

The Company relaunches its flag ship property as the Taj Mahal Palace and Tower

bull 2004

The Company launches its first luxury serviced apartments Wellington Mews in

Mumbai

The Company opens its first economy hotel under the brand Ginger in Bangalore

bull 2005

The Company obtains a management contract to operate The Pierre in New York USA

The Company entered into a management contract to operate the Taj Exotica in Palm Island

Jumeirah Dubai

The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur

bull 2006

The Company acquires the W hotel in Sydney Australia which is later renamed as the

Blue Sydney

The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh

bull 2007

The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj

Boston

The Company commences operation of its second wildlife lodge at Baghvan Pench

Taj Mahal Palace amp Tower

INTRODUCTION

The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba

region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner

of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old

heritage building retains its stature as the flagship property of the group and contains 565 rooms

From an historical and architectural point of view The Taj Mahal Palace and the Tower are two

distinct buildings built at different times and in different architectural designs

Location Mumbai Maharashtra India

Opening date 16 December 1903

ArchitectSitaram Khanderao Vaidya and D N

Mirza

Rooms 565

Suites 46

Restaurants 11

Floors 22

Taj Mahel Hotels

Hotel Website Design

Hotel website development is beyond design and brings the right balance between navigation

usability functionality structure visuals and content and normally offers

1048707 100 Freedom

1048707 100 Flexibility

1048707 Search Engine Optimization

1048707 Functional Design

1048707 Booking Engine Integration

1048707 Web 20 Modules

A hotel website includes optimization of content meta-tags keywords and site structure to

maximize qualified traffic With keyword advisory tools at disposal we can tell what your

keywords should be Hotel website is set-up correctly according to SEO standards and positioned

well in the search engines for a broad range of keyword searches and market segments

To reach optimal conversion design of Optimized Hotel Website is based on heat map and eye

tracking studies by Google Yahoo and many of the large ecommerce sites (like Walmart amp

Virgin Megastores) The Google Golden Triangle theory tells us exactly where to position each

module and component of hotel website to make it user friendly easy to navigate and reach a

high number of bookings or conversion To give hotel complete freedom and flexibility after the

hotel web site has been build of Open Source CMS (content management system) which gives

the hotel complete control over hotel website and allows changing anything

Hotel e-CRM - Customer Relationship Management

We all know that the cost of retaining current clients is much lower than the cost to acquire new

ones So hotel marketing plan takes this in consideration and target repeat and one time guests to

promote loyalty

Hotel e-CRM system helps to manage hotelrsquos customer or guest database It is essential to know

who stays at your hotel how often and when for client loyalty and retention strategies

Based on stay patterns and preferences you are able to send targeted relevant and high quality

HTML email messages to your guests and leads This guest profiling system of email marketing

with newsletters and special offers is aimed at an increased stay frequency higher ADR and

branding

Distressed Inventory Management

For periods of low demand you can filter on guests who stayed with you during specific periods

and on other criteria to launch a targeted aggressive offer As you only make the offer available

to a carefully selected segment of your guests you will not erode your price positioning or

branding and still be able to push distressed inventory and offset weak demand

Intelligent E-mailing

Hotels e-CRM when connected to hotel PMS can now automatically send intelligent emails

that are highly personalized and customized for each guest

1048707 confirmation emails

1048707 pre-arrival emails

1048707 thank you emails

1048707 guest satisfaction survey

It is important you send the right message to the right guest at the proper time all to enhance the

guest experience

Reporting

Hotel measures the results of electronic marketing campaign and know exactly how much

revenue was generated by each email and campaign This enables to learn more about guestsrsquo

preferences and buying habits and get their feedback from the guest satisfaction survey Most

importantly hotel will be able to quantify this information in numbers and revenue It gives

hotels the following reports

1048707 Campaign ROI Report

1048707 Email Performance Report

1048707 Profile Report

1048707 Bounce Report

Mobile Hotel Website amp iPhone App

SMS marketing amp advertising

The Database of Hotel provides mobile phone numbers of your guests as well as people

browsing your website It enables hotels to scheduled updates on special offers packages or

event in city Even local dining in hotel restaurants is targeted this way

Provide an interactive mobile brochure of your hotel

Consumers are not longer just using a pc or laptop to access the internet They look for travel

ideas and to make hotel reservations on their mobile phone PDA and Blackberry With the

launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself

more rapidly

As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel SMS

confirmations including a map of the hotel location upon booking offering a welcome cocktail

invitation or tourist map with local attractions upon check-in through a Bluetooth network

And this is only the beginning the possibilities to reach potential clients and deliver more

service to existing guests are infinite

Send booking confirmation by SMS

Hotel sends a hotel reservation confirmation by SMS (mobile text message)

Hotels even create a hyperlink to a map with the hotel location and directions how to get there

as well as access to hotels mobile website for any other services the guest might need A few

days before arrival hotel can send a weather update so he knows what to pack

Offer interactive guest services

Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map

with local tourist attractions public transportation information etc

Or if they need a taxi it is just a matter of a click o a button adding the extra services you can

offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application

Following can be the add on apart from the above services

Interactive Bluetooth service network

Mobile loyalty card

PPC - Pay per Click

Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC

campaigns in search engines hotels can also manage pay per click or paid search advertising for

hotel website in other websites for example Face book Twitter and various other promotional

and social community sites

COMPANY PROFILE

ABOUT TAJ HOTELS

The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It

was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and

Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being

operated around the globe During fiscal year 2006 the total number of hotels owned or

managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business

hotels The Taj Luxury Hotels offer a wide range of luxurious suites with modern fitness centers

rejuvenating spas and well-equipped banquet and meeting facilities The Taj Leisure Hotels

offer a complete holiday package that can be enjoyed with the whole family It provides exciting

activities ranging from sports culture environment adventure music and entertainment The

Taj Business Hotels provide the finest standards of hospitality which helps the business trips to

be productive They offer well-appointed rooms telecommunication facilities efficient service

specialty restaurants and lively bars well-equipped business centers and other conference

facilities

VISION

The Taj Group of Hotels commits itself to the overall improvement of the ecological

environment which we are all a part of We recognize that we are not owners but caretakers of

the Planet and owe it to our children and future generations of humankind It is our endeavor not

only to conserve and protect but also to renew and regenerate the environment in which we live

and operate Our commitment encompasses all actions related to our products services

associates partners vendors and communities We will partner and engage with our environment

through EARTH Environmental Awareness and Renewal at Taj Hotels For us EARTH is not a

program nor a process it is a way of life

NATIONAL AWARD

Apr-2009

bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India

Awards held on 8th April 2009 held at Delhi

Jan-2008

bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500

Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd

Jan-2008

bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards

2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels

MILE STONE OF TAJ GROUP

bull 1903

The Company opens its first hotel the Taj Mahal Palace in Mumbai India

The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort

in Goa

bull 1974

The Company begins business in metropolitan hotels by opening the five star deluxe hotel

the Taj Coramandel in Chennai

bull 1980

The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen

bull 1984

The Company entered into a licence agreement to operate the Taj West End in Bangalore

Taj Connamera in Chennai and the Savoy in Ooty

bull 1989

The Company opens a five star deluxe hotel in Calcutta the Taj Bengal

bull 1990

The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala

Tourism Development Corporation

bull 1998

The Company opens the Taj Exotica in Bentota Sri Lanka

bull 2000

The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to

operate three hotels in Hyderabad

bull 2001

The Company is awarded the management contract for the Taj Palace Dubai

The Company launches the Taj Exotica Spa and Resort in Maldives

bull 2002

The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot

in Jaisalmer and the Usha Kiran Palace Gwalior

bull 2003

The Company relaunches its flag ship property as the Taj Mahal Palace and Tower

bull 2004

The Company launches its first luxury serviced apartments Wellington Mews in

Mumbai

The Company opens its first economy hotel under the brand Ginger in Bangalore

bull 2005

The Company obtains a management contract to operate The Pierre in New York USA

The Company entered into a management contract to operate the Taj Exotica in Palm Island

Jumeirah Dubai

The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur

bull 2006

The Company acquires the W hotel in Sydney Australia which is later renamed as the

Blue Sydney

The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh

bull 2007

The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj

Boston

The Company commences operation of its second wildlife lodge at Baghvan Pench

Taj Mahal Palace amp Tower

INTRODUCTION

The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba

region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner

of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old

heritage building retains its stature as the flagship property of the group and contains 565 rooms

From an historical and architectural point of view The Taj Mahal Palace and the Tower are two

distinct buildings built at different times and in different architectural designs

Location Mumbai Maharashtra India

Opening date 16 December 1903

ArchitectSitaram Khanderao Vaidya and D N

Mirza

Rooms 565

Suites 46

Restaurants 11

Floors 22

Taj Mahel Hotels

Hotel e-CRM - Customer Relationship Management

We all know that the cost of retaining current clients is much lower than the cost to acquire new

ones So hotel marketing plan takes this in consideration and target repeat and one time guests to

promote loyalty

Hotel e-CRM system helps to manage hotelrsquos customer or guest database It is essential to know

who stays at your hotel how often and when for client loyalty and retention strategies

Based on stay patterns and preferences you are able to send targeted relevant and high quality

HTML email messages to your guests and leads This guest profiling system of email marketing

with newsletters and special offers is aimed at an increased stay frequency higher ADR and

branding

Distressed Inventory Management

For periods of low demand you can filter on guests who stayed with you during specific periods

and on other criteria to launch a targeted aggressive offer As you only make the offer available

to a carefully selected segment of your guests you will not erode your price positioning or

branding and still be able to push distressed inventory and offset weak demand

Intelligent E-mailing

Hotels e-CRM when connected to hotel PMS can now automatically send intelligent emails

that are highly personalized and customized for each guest

1048707 confirmation emails

1048707 pre-arrival emails

1048707 thank you emails

1048707 guest satisfaction survey

It is important you send the right message to the right guest at the proper time all to enhance the

guest experience

Reporting

Hotel measures the results of electronic marketing campaign and know exactly how much

revenue was generated by each email and campaign This enables to learn more about guestsrsquo

preferences and buying habits and get their feedback from the guest satisfaction survey Most

importantly hotel will be able to quantify this information in numbers and revenue It gives

hotels the following reports

1048707 Campaign ROI Report

1048707 Email Performance Report

1048707 Profile Report

1048707 Bounce Report

Mobile Hotel Website amp iPhone App

SMS marketing amp advertising

The Database of Hotel provides mobile phone numbers of your guests as well as people

browsing your website It enables hotels to scheduled updates on special offers packages or

event in city Even local dining in hotel restaurants is targeted this way

Provide an interactive mobile brochure of your hotel

Consumers are not longer just using a pc or laptop to access the internet They look for travel

ideas and to make hotel reservations on their mobile phone PDA and Blackberry With the

launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself

more rapidly

As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel SMS

confirmations including a map of the hotel location upon booking offering a welcome cocktail

invitation or tourist map with local attractions upon check-in through a Bluetooth network

And this is only the beginning the possibilities to reach potential clients and deliver more

service to existing guests are infinite

Send booking confirmation by SMS

Hotel sends a hotel reservation confirmation by SMS (mobile text message)

Hotels even create a hyperlink to a map with the hotel location and directions how to get there

as well as access to hotels mobile website for any other services the guest might need A few

days before arrival hotel can send a weather update so he knows what to pack

Offer interactive guest services

Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map

with local tourist attractions public transportation information etc

Or if they need a taxi it is just a matter of a click o a button adding the extra services you can

offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application

Following can be the add on apart from the above services

Interactive Bluetooth service network

Mobile loyalty card

PPC - Pay per Click

Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC

campaigns in search engines hotels can also manage pay per click or paid search advertising for

hotel website in other websites for example Face book Twitter and various other promotional

and social community sites

COMPANY PROFILE

ABOUT TAJ HOTELS

The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It

was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and

Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being

operated around the globe During fiscal year 2006 the total number of hotels owned or

managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business

hotels The Taj Luxury Hotels offer a wide range of luxurious suites with modern fitness centers

rejuvenating spas and well-equipped banquet and meeting facilities The Taj Leisure Hotels

offer a complete holiday package that can be enjoyed with the whole family It provides exciting

activities ranging from sports culture environment adventure music and entertainment The

Taj Business Hotels provide the finest standards of hospitality which helps the business trips to

be productive They offer well-appointed rooms telecommunication facilities efficient service

specialty restaurants and lively bars well-equipped business centers and other conference

facilities

VISION

The Taj Group of Hotels commits itself to the overall improvement of the ecological

environment which we are all a part of We recognize that we are not owners but caretakers of

the Planet and owe it to our children and future generations of humankind It is our endeavor not

only to conserve and protect but also to renew and regenerate the environment in which we live

and operate Our commitment encompasses all actions related to our products services

associates partners vendors and communities We will partner and engage with our environment

through EARTH Environmental Awareness and Renewal at Taj Hotels For us EARTH is not a

program nor a process it is a way of life

NATIONAL AWARD

Apr-2009

bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India

Awards held on 8th April 2009 held at Delhi

Jan-2008

bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500

Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd

Jan-2008

bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards

2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels

MILE STONE OF TAJ GROUP

bull 1903

The Company opens its first hotel the Taj Mahal Palace in Mumbai India

The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort

in Goa

bull 1974

The Company begins business in metropolitan hotels by opening the five star deluxe hotel

the Taj Coramandel in Chennai

bull 1980

The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen

bull 1984

The Company entered into a licence agreement to operate the Taj West End in Bangalore

Taj Connamera in Chennai and the Savoy in Ooty

bull 1989

The Company opens a five star deluxe hotel in Calcutta the Taj Bengal

bull 1990

The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala

Tourism Development Corporation

bull 1998

The Company opens the Taj Exotica in Bentota Sri Lanka

bull 2000

The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to

operate three hotels in Hyderabad

bull 2001

The Company is awarded the management contract for the Taj Palace Dubai

The Company launches the Taj Exotica Spa and Resort in Maldives

bull 2002

The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot

in Jaisalmer and the Usha Kiran Palace Gwalior

bull 2003

The Company relaunches its flag ship property as the Taj Mahal Palace and Tower

bull 2004

The Company launches its first luxury serviced apartments Wellington Mews in

Mumbai

The Company opens its first economy hotel under the brand Ginger in Bangalore

bull 2005

The Company obtains a management contract to operate The Pierre in New York USA

The Company entered into a management contract to operate the Taj Exotica in Palm Island

Jumeirah Dubai

The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur

bull 2006

The Company acquires the W hotel in Sydney Australia which is later renamed as the

Blue Sydney

The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh

bull 2007

The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj

Boston

The Company commences operation of its second wildlife lodge at Baghvan Pench

Taj Mahal Palace amp Tower

INTRODUCTION

The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba

region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner

of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old

heritage building retains its stature as the flagship property of the group and contains 565 rooms

From an historical and architectural point of view The Taj Mahal Palace and the Tower are two

distinct buildings built at different times and in different architectural designs

Location Mumbai Maharashtra India

Opening date 16 December 1903

ArchitectSitaram Khanderao Vaidya and D N

Mirza

Rooms 565

Suites 46

Restaurants 11

Floors 22

Taj Mahel Hotels

It is important you send the right message to the right guest at the proper time all to enhance the

guest experience

Reporting

Hotel measures the results of electronic marketing campaign and know exactly how much

revenue was generated by each email and campaign This enables to learn more about guestsrsquo

preferences and buying habits and get their feedback from the guest satisfaction survey Most

importantly hotel will be able to quantify this information in numbers and revenue It gives

hotels the following reports

1048707 Campaign ROI Report

1048707 Email Performance Report

1048707 Profile Report

1048707 Bounce Report

Mobile Hotel Website amp iPhone App

SMS marketing amp advertising

The Database of Hotel provides mobile phone numbers of your guests as well as people

browsing your website It enables hotels to scheduled updates on special offers packages or

event in city Even local dining in hotel restaurants is targeted this way

Provide an interactive mobile brochure of your hotel

Consumers are not longer just using a pc or laptop to access the internet They look for travel

ideas and to make hotel reservations on their mobile phone PDA and Blackberry With the

launch of the iPhone and now the G1 Google Phone this distribution channel has developed itself

more rapidly

As hotel marketing strategy hotels create a mobile website for iPhone App for the hotel SMS

confirmations including a map of the hotel location upon booking offering a welcome cocktail

invitation or tourist map with local attractions upon check-in through a Bluetooth network

And this is only the beginning the possibilities to reach potential clients and deliver more

service to existing guests are infinite

Send booking confirmation by SMS

Hotel sends a hotel reservation confirmation by SMS (mobile text message)

Hotels even create a hyperlink to a map with the hotel location and directions how to get there

as well as access to hotels mobile website for any other services the guest might need A few

days before arrival hotel can send a weather update so he knows what to pack

Offer interactive guest services

Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map

with local tourist attractions public transportation information etc

Or if they need a taxi it is just a matter of a click o a button adding the extra services you can

offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application

Following can be the add on apart from the above services

Interactive Bluetooth service network

Mobile loyalty card

PPC - Pay per Click

Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC

campaigns in search engines hotels can also manage pay per click or paid search advertising for

hotel website in other websites for example Face book Twitter and various other promotional

and social community sites

COMPANY PROFILE

ABOUT TAJ HOTELS

The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It

was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and

Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being

operated around the globe During fiscal year 2006 the total number of hotels owned or

managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business

hotels The Taj Luxury Hotels offer a wide range of luxurious suites with modern fitness centers

rejuvenating spas and well-equipped banquet and meeting facilities The Taj Leisure Hotels

offer a complete holiday package that can be enjoyed with the whole family It provides exciting

activities ranging from sports culture environment adventure music and entertainment The

Taj Business Hotels provide the finest standards of hospitality which helps the business trips to

be productive They offer well-appointed rooms telecommunication facilities efficient service

specialty restaurants and lively bars well-equipped business centers and other conference

facilities

VISION

The Taj Group of Hotels commits itself to the overall improvement of the ecological

environment which we are all a part of We recognize that we are not owners but caretakers of

the Planet and owe it to our children and future generations of humankind It is our endeavor not

only to conserve and protect but also to renew and regenerate the environment in which we live

and operate Our commitment encompasses all actions related to our products services

associates partners vendors and communities We will partner and engage with our environment

through EARTH Environmental Awareness and Renewal at Taj Hotels For us EARTH is not a

program nor a process it is a way of life

NATIONAL AWARD

Apr-2009

bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India

Awards held on 8th April 2009 held at Delhi

Jan-2008

bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500

Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd

Jan-2008

bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards

2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels

MILE STONE OF TAJ GROUP

bull 1903

The Company opens its first hotel the Taj Mahal Palace in Mumbai India

The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort

in Goa

bull 1974

The Company begins business in metropolitan hotels by opening the five star deluxe hotel

the Taj Coramandel in Chennai

bull 1980

The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen

bull 1984

The Company entered into a licence agreement to operate the Taj West End in Bangalore

Taj Connamera in Chennai and the Savoy in Ooty

bull 1989

The Company opens a five star deluxe hotel in Calcutta the Taj Bengal

bull 1990

The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala

Tourism Development Corporation

bull 1998

The Company opens the Taj Exotica in Bentota Sri Lanka

bull 2000

The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to

operate three hotels in Hyderabad

bull 2001

The Company is awarded the management contract for the Taj Palace Dubai

The Company launches the Taj Exotica Spa and Resort in Maldives

bull 2002

The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot

in Jaisalmer and the Usha Kiran Palace Gwalior

bull 2003

The Company relaunches its flag ship property as the Taj Mahal Palace and Tower

bull 2004

The Company launches its first luxury serviced apartments Wellington Mews in

Mumbai

The Company opens its first economy hotel under the brand Ginger in Bangalore

bull 2005

The Company obtains a management contract to operate The Pierre in New York USA

The Company entered into a management contract to operate the Taj Exotica in Palm Island

Jumeirah Dubai

The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur

bull 2006

The Company acquires the W hotel in Sydney Australia which is later renamed as the

Blue Sydney

The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh

bull 2007

The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj

Boston

The Company commences operation of its second wildlife lodge at Baghvan Pench

Taj Mahal Palace amp Tower

INTRODUCTION

The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba

region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner

of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old

heritage building retains its stature as the flagship property of the group and contains 565 rooms

From an historical and architectural point of view The Taj Mahal Palace and the Tower are two

distinct buildings built at different times and in different architectural designs

Location Mumbai Maharashtra India

Opening date 16 December 1903

ArchitectSitaram Khanderao Vaidya and D N

Mirza

Rooms 565

Suites 46

Restaurants 11

Floors 22

Taj Mahel Hotels

invitation or tourist map with local attractions upon check-in through a Bluetooth network

And this is only the beginning the possibilities to reach potential clients and deliver more

service to existing guests are infinite

Send booking confirmation by SMS

Hotel sends a hotel reservation confirmation by SMS (mobile text message)

Hotels even create a hyperlink to a map with the hotel location and directions how to get there

as well as access to hotels mobile website for any other services the guest might need A few

days before arrival hotel can send a weather update so he knows what to pack

Offer interactive guest services

Anyone who has a Bar Code reader on his mobile phone or NFC Ship hotel can send a city map

with local tourist attractions public transportation information etc

Or if they need a taxi it is just a matter of a click o a button adding the extra services you can

offer to enhance the overall image of hotel or brand with a mobile or iPhone hotel application

Following can be the add on apart from the above services

Interactive Bluetooth service network

Mobile loyalty card

PPC - Pay per Click

Pay-per-Click (PPC) is a form of Search Engine Marketing (SEM) Besides launching PPC

campaigns in search engines hotels can also manage pay per click or paid search advertising for

hotel website in other websites for example Face book Twitter and various other promotional

and social community sites

COMPANY PROFILE

ABOUT TAJ HOTELS

The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It

was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and

Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being

operated around the globe During fiscal year 2006 the total number of hotels owned or

managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business

hotels The Taj Luxury Hotels offer a wide range of luxurious suites with modern fitness centers

rejuvenating spas and well-equipped banquet and meeting facilities The Taj Leisure Hotels

offer a complete holiday package that can be enjoyed with the whole family It provides exciting

activities ranging from sports culture environment adventure music and entertainment The

Taj Business Hotels provide the finest standards of hospitality which helps the business trips to

be productive They offer well-appointed rooms telecommunication facilities efficient service

specialty restaurants and lively bars well-equipped business centers and other conference

facilities

VISION

The Taj Group of Hotels commits itself to the overall improvement of the ecological

environment which we are all a part of We recognize that we are not owners but caretakers of

the Planet and owe it to our children and future generations of humankind It is our endeavor not

only to conserve and protect but also to renew and regenerate the environment in which we live

and operate Our commitment encompasses all actions related to our products services

associates partners vendors and communities We will partner and engage with our environment

through EARTH Environmental Awareness and Renewal at Taj Hotels For us EARTH is not a

program nor a process it is a way of life

NATIONAL AWARD

Apr-2009

bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India

Awards held on 8th April 2009 held at Delhi

Jan-2008

bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500

Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd

Jan-2008

bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards

2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels

MILE STONE OF TAJ GROUP

bull 1903

The Company opens its first hotel the Taj Mahal Palace in Mumbai India

The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort

in Goa

bull 1974

The Company begins business in metropolitan hotels by opening the five star deluxe hotel

the Taj Coramandel in Chennai

bull 1980

The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen

bull 1984

The Company entered into a licence agreement to operate the Taj West End in Bangalore

Taj Connamera in Chennai and the Savoy in Ooty

bull 1989

The Company opens a five star deluxe hotel in Calcutta the Taj Bengal

bull 1990

The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala

Tourism Development Corporation

bull 1998

The Company opens the Taj Exotica in Bentota Sri Lanka

bull 2000

The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to

operate three hotels in Hyderabad

bull 2001

The Company is awarded the management contract for the Taj Palace Dubai

The Company launches the Taj Exotica Spa and Resort in Maldives

bull 2002

The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot

in Jaisalmer and the Usha Kiran Palace Gwalior

bull 2003

The Company relaunches its flag ship property as the Taj Mahal Palace and Tower

bull 2004

The Company launches its first luxury serviced apartments Wellington Mews in

Mumbai

The Company opens its first economy hotel under the brand Ginger in Bangalore

bull 2005

The Company obtains a management contract to operate The Pierre in New York USA

The Company entered into a management contract to operate the Taj Exotica in Palm Island

Jumeirah Dubai

The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur

bull 2006

The Company acquires the W hotel in Sydney Australia which is later renamed as the

Blue Sydney

The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh

bull 2007

The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj

Boston

The Company commences operation of its second wildlife lodge at Baghvan Pench

Taj Mahal Palace amp Tower

INTRODUCTION

The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba

region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner

of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old

heritage building retains its stature as the flagship property of the group and contains 565 rooms

From an historical and architectural point of view The Taj Mahal Palace and the Tower are two

distinct buildings built at different times and in different architectural designs

Location Mumbai Maharashtra India

Opening date 16 December 1903

ArchitectSitaram Khanderao Vaidya and D N

Mirza

Rooms 565

Suites 46

Restaurants 11

Floors 22

Taj Mahel Hotels

COMPANY PROFILE

ABOUT TAJ HOTELS

The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces It

was founded by Jamsetji N Tata on December16 1903 Currently the Taj Hotels Resorts and

Palaces comprise 57 hotels at 40 locations across India Additional 18 hotels are also being

operated around the globe During fiscal year 2006 the total number of hotels owned or

managed by the Company was 75 The Taj hotels are categorized as luxury leisure and business

hotels The Taj Luxury Hotels offer a wide range of luxurious suites with modern fitness centers

rejuvenating spas and well-equipped banquet and meeting facilities The Taj Leisure Hotels

offer a complete holiday package that can be enjoyed with the whole family It provides exciting

activities ranging from sports culture environment adventure music and entertainment The

Taj Business Hotels provide the finest standards of hospitality which helps the business trips to

be productive They offer well-appointed rooms telecommunication facilities efficient service

specialty restaurants and lively bars well-equipped business centers and other conference

facilities

VISION

The Taj Group of Hotels commits itself to the overall improvement of the ecological

environment which we are all a part of We recognize that we are not owners but caretakers of

the Planet and owe it to our children and future generations of humankind It is our endeavor not

only to conserve and protect but also to renew and regenerate the environment in which we live

and operate Our commitment encompasses all actions related to our products services

associates partners vendors and communities We will partner and engage with our environment

through EARTH Environmental Awareness and Renewal at Taj Hotels For us EARTH is not a

program nor a process it is a way of life

NATIONAL AWARD

Apr-2009

bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India

Awards held on 8th April 2009 held at Delhi

Jan-2008

bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500

Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd

Jan-2008

bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards

2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels

MILE STONE OF TAJ GROUP

bull 1903

The Company opens its first hotel the Taj Mahal Palace in Mumbai India

The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort

in Goa

bull 1974

The Company begins business in metropolitan hotels by opening the five star deluxe hotel

the Taj Coramandel in Chennai

bull 1980

The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen

bull 1984

The Company entered into a licence agreement to operate the Taj West End in Bangalore

Taj Connamera in Chennai and the Savoy in Ooty

bull 1989

The Company opens a five star deluxe hotel in Calcutta the Taj Bengal

bull 1990

The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala

Tourism Development Corporation

bull 1998

The Company opens the Taj Exotica in Bentota Sri Lanka

bull 2000

The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to

operate three hotels in Hyderabad

bull 2001

The Company is awarded the management contract for the Taj Palace Dubai

The Company launches the Taj Exotica Spa and Resort in Maldives

bull 2002

The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot

in Jaisalmer and the Usha Kiran Palace Gwalior

bull 2003

The Company relaunches its flag ship property as the Taj Mahal Palace and Tower

bull 2004

The Company launches its first luxury serviced apartments Wellington Mews in

Mumbai

The Company opens its first economy hotel under the brand Ginger in Bangalore

bull 2005

The Company obtains a management contract to operate The Pierre in New York USA

The Company entered into a management contract to operate the Taj Exotica in Palm Island

Jumeirah Dubai

The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur

bull 2006

The Company acquires the W hotel in Sydney Australia which is later renamed as the

Blue Sydney

The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh

bull 2007

The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj

Boston

The Company commences operation of its second wildlife lodge at Baghvan Pench

Taj Mahal Palace amp Tower

INTRODUCTION

The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba

region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner

of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old

heritage building retains its stature as the flagship property of the group and contains 565 rooms

From an historical and architectural point of view The Taj Mahal Palace and the Tower are two

distinct buildings built at different times and in different architectural designs

Location Mumbai Maharashtra India

Opening date 16 December 1903

ArchitectSitaram Khanderao Vaidya and D N

Mirza

Rooms 565

Suites 46

Restaurants 11

Floors 22

Taj Mahel Hotels

NATIONAL AWARD

Apr-2009

bull Jiva Spa is nominated for the award of lsquoBest Spa Treatment ndashVentozrsquo Asia Spa India

Awards held on 8th April 2009 held at Delhi

Jan-2008

bull Dun amp Bradstreet - American Express Corporate Awards 2007 -Indias Top 500

Companies 2007 - in the Hotels category ndash The Indian Hotels Company Ltd

Jan-2008

bull Taj Hotels Resorts amp Palaces - Avaya Global Connect Customer Responsiveness Awards

2007- ldquo Indiarsquos Most Customer Responsive Hotel ldquo ndash Category Hotels

MILE STONE OF TAJ GROUP

bull 1903

The Company opens its first hotel the Taj Mahal Palace in Mumbai India

The Company opens its first five star deluxe beach resort the Fort Aguada Beach Resort

in Goa

bull 1974

The Company begins business in metropolitan hotels by opening the five star deluxe hotel

the Taj Coramandel in Chennai

bull 1980

The Company opens its first hotel outside India the Taj Sheba Hotel in Sanaa Yemen

bull 1984

The Company entered into a licence agreement to operate the Taj West End in Bangalore

Taj Connamera in Chennai and the Savoy in Ooty

bull 1989

The Company opens a five star deluxe hotel in Calcutta the Taj Bengal

bull 1990

The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala

Tourism Development Corporation

bull 1998

The Company opens the Taj Exotica in Bentota Sri Lanka

bull 2000

The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to

operate three hotels in Hyderabad

bull 2001

The Company is awarded the management contract for the Taj Palace Dubai

The Company launches the Taj Exotica Spa and Resort in Maldives

bull 2002

The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot

in Jaisalmer and the Usha Kiran Palace Gwalior

bull 2003

The Company relaunches its flag ship property as the Taj Mahal Palace and Tower

bull 2004

The Company launches its first luxury serviced apartments Wellington Mews in

Mumbai

The Company opens its first economy hotel under the brand Ginger in Bangalore

bull 2005

The Company obtains a management contract to operate The Pierre in New York USA

The Company entered into a management contract to operate the Taj Exotica in Palm Island

Jumeirah Dubai

The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur

bull 2006

The Company acquires the W hotel in Sydney Australia which is later renamed as the

Blue Sydney

The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh

bull 2007

The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj

Boston

The Company commences operation of its second wildlife lodge at Baghvan Pench

Taj Mahal Palace amp Tower

INTRODUCTION

The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba

region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner

of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old

heritage building retains its stature as the flagship property of the group and contains 565 rooms

From an historical and architectural point of view The Taj Mahal Palace and the Tower are two

distinct buildings built at different times and in different architectural designs

Location Mumbai Maharashtra India

Opening date 16 December 1903

ArchitectSitaram Khanderao Vaidya and D N

Mirza

Rooms 565

Suites 46

Restaurants 11

Floors 22

Taj Mahel Hotels

bull 1989

The Company opens a five star deluxe hotel in Calcutta the Taj Bengal

bull 1990

The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala

Tourism Development Corporation

bull 1998

The Company opens the Taj Exotica in Bentota Sri Lanka

bull 2000

The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to

operate three hotels in Hyderabad

bull 2001

The Company is awarded the management contract for the Taj Palace Dubai

The Company launches the Taj Exotica Spa and Resort in Maldives

bull 2002

The Company obtains licenses to manage and operate two leisure hotels the Rawal-Kot

in Jaisalmer and the Usha Kiran Palace Gwalior

bull 2003

The Company relaunches its flag ship property as the Taj Mahal Palace and Tower

bull 2004

The Company launches its first luxury serviced apartments Wellington Mews in

Mumbai

The Company opens its first economy hotel under the brand Ginger in Bangalore

bull 2005

The Company obtains a management contract to operate The Pierre in New York USA

The Company entered into a management contract to operate the Taj Exotica in Palm Island

Jumeirah Dubai

The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur

bull 2006

The Company acquires the W hotel in Sydney Australia which is later renamed as the

Blue Sydney

The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh

bull 2007

The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj

Boston

The Company commences operation of its second wildlife lodge at Baghvan Pench

Taj Mahal Palace amp Tower

INTRODUCTION

The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba

region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner

of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old

heritage building retains its stature as the flagship property of the group and contains 565 rooms

From an historical and architectural point of view The Taj Mahal Palace and the Tower are two

distinct buildings built at different times and in different architectural designs

Location Mumbai Maharashtra India

Opening date 16 December 1903

ArchitectSitaram Khanderao Vaidya and D N

Mirza

Rooms 565

Suites 46

Restaurants 11

Floors 22

Taj Mahel Hotels

bull 2005

The Company obtains a management contract to operate The Pierre in New York USA

The Company entered into a management contract to operate the Taj Exotica in Palm Island

Jumeirah Dubai

The Company obtained the operating agreement for the Umaid Bhavan Palace in Jodhpur

bull 2006

The Company acquires the W hotel in Sydney Australia which is later renamed as the

Blue Sydney

The Company commences operation of its first wildlife lodge at Mahua Kothi Bandhavgarh

bull 2007

The Company acquires the Ritz-Carlton in Boston USA which is later renamed as the Taj

Boston

The Company commences operation of its second wildlife lodge at Baghvan Pench

Taj Mahal Palace amp Tower

INTRODUCTION

The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba

region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner

of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old

heritage building retains its stature as the flagship property of the group and contains 565 rooms

From an historical and architectural point of view The Taj Mahal Palace and the Tower are two

distinct buildings built at different times and in different architectural designs

Location Mumbai Maharashtra India

Opening date 16 December 1903

ArchitectSitaram Khanderao Vaidya and D N

Mirza

Rooms 565

Suites 46

Restaurants 11

Floors 22

Taj Mahel Hotels

Taj Mahal Palace amp Tower

INTRODUCTION

The Taj Mahal Palace amp Tower is a prestigious luxury five star hotel located in the Colaba

region of Mumbai Maharashtra India next to the Gateway of India Sher Singh is the old owner

of the Taj Mahal HotelPart of the Taj Hotels Resorts and Palaces this iconic 107-year old

heritage building retains its stature as the flagship property of the group and contains 565 rooms

From an historical and architectural point of view The Taj Mahal Palace and the Tower are two

distinct buildings built at different times and in different architectural designs

Location Mumbai Maharashtra India

Opening date 16 December 1903

ArchitectSitaram Khanderao Vaidya and D N

Mirza

Rooms 565

Suites 46

Restaurants 11

Floors 22

Taj Mahel Hotels

Front view of Taj Hotel

PROMOTION MIX

ADVERTISING THROUGH WEBSITE MEDIUM

The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel

Media coverage

The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page

Advertising through broushers

Advertising through print media

This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services

Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world

Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay

Summer Offer - Validity -15 May 2010 to 31 Aug 2010

HOTEL Offer for 3 nights(CPAI $USD)

Taj (For 3 nights)

Double Occupancy

Deluxe Room USD 825

OFFERS

Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B

Tax differential charges due to upgrade shall apply)

The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the

legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more

affordable

Weekend Rates (Room Only)

The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday

Saturday or Sunday Special room rates encourage mini-vacations throughout the year

Early Bird Rates (Room Only)

Book now and get more value for your future stays Minimum advance booking restriction

applies

Last Minute Rates (Room Only)

When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury

pricing at the time

Facilities amp Services at The Taj Mahal Hotel to Attract Tourist

The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New

Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where

the butler plays the all-important role of guide and assistant The Hotel offers the unique concept

of a cyber butler who is available at all times

While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems

and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont

Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and

scarves

Hotel Business Services include

Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire

Portable printers on hire Secretarial services Translation interpretation services Wireless

broadband internet access Workstations with multimedia computers

Meeting Rooms amp Banquet Facilities include

Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails

receptions Terrace garden and poolside lawns are also available

The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a

legal library The latest in hi-tech broadband wireless internet connectivity PC workstations

multimedia computers laptops portable printers and cellphones colour copying and secretarial

facilities are available for the convenience of the business executive

Hotel Leisure and Other Services include

Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-

call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining

24 hour cyber butler on call 24 hour gym

Food and Wine

From casual all-day eateries to formal fine dining guests can look forward to a wide selection

of delectable dishes and refreshing drinks

At Taj we offer a distinctive dining experience one that explores the nuances of the finest

Indian and international cuisines serving traditional and contemporary favorites

Emperorrsquos Lounge

The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas

coffees and desserts

Attire Casual

House of Ming

Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first

Chinese restaurant in the city

Attire Casual

Machan

Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan

offers eclectic multi-cuisine options

Attire Casual

Ricks

An award-winning lounge bar offering a wide selection of Martinis wines spirits and

exceptionally creative Wok cuisine

Attire Casual

PROMOTION MIX

ADVERTISING THROUGH WEBSITE MEDIUM

The Taj hotel used its website medium for advertisement on the web So that the customer can worldwide get the services of royal hotel

Media coverage

The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page

Advertising through broushers

Advertising through print media

This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services

Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world

Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay

Summer Offer - Validity -15 May 2010 to 31 Aug 2010

HOTEL Offer for 3 nights(CPAI $USD)

Taj (For 3 nights)

Double Occupancy

Deluxe Room USD 825

OFFERS

Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B

Tax differential charges due to upgrade shall apply)

The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the

legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more

affordable

Weekend Rates (Room Only)

The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday

Saturday or Sunday Special room rates encourage mini-vacations throughout the year

Early Bird Rates (Room Only)

Book now and get more value for your future stays Minimum advance booking restriction

applies

Last Minute Rates (Room Only)

When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury

pricing at the time

Facilities amp Services at The Taj Mahal Hotel to Attract Tourist

The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New

Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where

the butler plays the all-important role of guide and assistant The Hotel offers the unique concept

of a cyber butler who is available at all times

While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems

and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont

Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and

scarves

Hotel Business Services include

Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire

Portable printers on hire Secretarial services Translation interpretation services Wireless

broadband internet access Workstations with multimedia computers

Meeting Rooms amp Banquet Facilities include

Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails

receptions Terrace garden and poolside lawns are also available

The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a

legal library The latest in hi-tech broadband wireless internet connectivity PC workstations

multimedia computers laptops portable printers and cellphones colour copying and secretarial

facilities are available for the convenience of the business executive

Hotel Leisure and Other Services include

Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-

call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining

24 hour cyber butler on call 24 hour gym

Food and Wine

From casual all-day eateries to formal fine dining guests can look forward to a wide selection

of delectable dishes and refreshing drinks

At Taj we offer a distinctive dining experience one that explores the nuances of the finest

Indian and international cuisines serving traditional and contemporary favorites

Emperorrsquos Lounge

The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas

coffees and desserts

Attire Casual

House of Ming

Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first

Chinese restaurant in the city

Attire Casual

Machan

Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan

offers eclectic multi-cuisine options

Attire Casual

Ricks

An award-winning lounge bar offering a wide selection of Martinis wines spirits and

exceptionally creative Wok cuisine

Attire Casual

Media coverage

The picture show the media coverage webpage of the Taj hotel in which from different country news are gathered in a signal web page

Advertising through broushers

Advertising through print media

This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services

Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world

Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay

Summer Offer - Validity -15 May 2010 to 31 Aug 2010

HOTEL Offer for 3 nights(CPAI $USD)

Taj (For 3 nights)

Double Occupancy

Deluxe Room USD 825

OFFERS

Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B

Tax differential charges due to upgrade shall apply)

The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the

legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more

affordable

Weekend Rates (Room Only)

The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday

Saturday or Sunday Special room rates encourage mini-vacations throughout the year

Early Bird Rates (Room Only)

Book now and get more value for your future stays Minimum advance booking restriction

applies

Last Minute Rates (Room Only)

When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury

pricing at the time

Facilities amp Services at The Taj Mahal Hotel to Attract Tourist

The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New

Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where

the butler plays the all-important role of guide and assistant The Hotel offers the unique concept

of a cyber butler who is available at all times

While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems

and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont

Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and

scarves

Hotel Business Services include

Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire

Portable printers on hire Secretarial services Translation interpretation services Wireless

broadband internet access Workstations with multimedia computers

Meeting Rooms amp Banquet Facilities include

Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails

receptions Terrace garden and poolside lawns are also available

The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a

legal library The latest in hi-tech broadband wireless internet connectivity PC workstations

multimedia computers laptops portable printers and cellphones colour copying and secretarial

facilities are available for the convenience of the business executive

Hotel Leisure and Other Services include

Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-

call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining

24 hour cyber butler on call 24 hour gym

Food and Wine

From casual all-day eateries to formal fine dining guests can look forward to a wide selection

of delectable dishes and refreshing drinks

At Taj we offer a distinctive dining experience one that explores the nuances of the finest

Indian and international cuisines serving traditional and contemporary favorites

Emperorrsquos Lounge

The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas

coffees and desserts

Attire Casual

House of Ming

Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first

Chinese restaurant in the city

Attire Casual

Machan

Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan

offers eclectic multi-cuisine options

Attire Casual

Ricks

An award-winning lounge bar offering a wide selection of Martinis wines spirits and

exceptionally creative Wok cuisine

Attire Casual

Advertising through broushers

Advertising through print media

This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services

Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world

Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay

Summer Offer - Validity -15 May 2010 to 31 Aug 2010

HOTEL Offer for 3 nights(CPAI $USD)

Taj (For 3 nights)

Double Occupancy

Deluxe Room USD 825

OFFERS

Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B

Tax differential charges due to upgrade shall apply)

The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the

legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more

affordable

Weekend Rates (Room Only)

The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday

Saturday or Sunday Special room rates encourage mini-vacations throughout the year

Early Bird Rates (Room Only)

Book now and get more value for your future stays Minimum advance booking restriction

applies

Last Minute Rates (Room Only)

When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury

pricing at the time

Facilities amp Services at The Taj Mahal Hotel to Attract Tourist

The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New

Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where

the butler plays the all-important role of guide and assistant The Hotel offers the unique concept

of a cyber butler who is available at all times

While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems

and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont

Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and

scarves

Hotel Business Services include

Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire

Portable printers on hire Secretarial services Translation interpretation services Wireless

broadband internet access Workstations with multimedia computers

Meeting Rooms amp Banquet Facilities include

Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails

receptions Terrace garden and poolside lawns are also available

The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a

legal library The latest in hi-tech broadband wireless internet connectivity PC workstations

multimedia computers laptops portable printers and cellphones colour copying and secretarial

facilities are available for the convenience of the business executive

Hotel Leisure and Other Services include

Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-

call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining

24 hour cyber butler on call 24 hour gym

Food and Wine

From casual all-day eateries to formal fine dining guests can look forward to a wide selection

of delectable dishes and refreshing drinks

At Taj we offer a distinctive dining experience one that explores the nuances of the finest

Indian and international cuisines serving traditional and contemporary favorites

Emperorrsquos Lounge

The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas

coffees and desserts

Attire Casual

House of Ming

Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first

Chinese restaurant in the city

Attire Casual

Machan

Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan

offers eclectic multi-cuisine options

Attire Casual

Ricks

An award-winning lounge bar offering a wide selection of Martinis wines spirits and

exceptionally creative Wok cuisine

Attire Casual

Advertising through print media

This advertisement campaign shows that taj hotel is providing the royal services to its customer with full of satisfaction in the services

Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world

Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay

Summer Offer - Validity -15 May 2010 to 31 Aug 2010

HOTEL Offer for 3 nights(CPAI $USD)

Taj (For 3 nights)

Double Occupancy

Deluxe Room USD 825

OFFERS

Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B

Tax differential charges due to upgrade shall apply)

The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the

legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more

affordable

Weekend Rates (Room Only)

The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday

Saturday or Sunday Special room rates encourage mini-vacations throughout the year

Early Bird Rates (Room Only)

Book now and get more value for your future stays Minimum advance booking restriction

applies

Last Minute Rates (Room Only)

When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury

pricing at the time

Facilities amp Services at The Taj Mahal Hotel to Attract Tourist

The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New

Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where

the butler plays the all-important role of guide and assistant The Hotel offers the unique concept

of a cyber butler who is available at all times

While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems

and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont

Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and

scarves

Hotel Business Services include

Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire

Portable printers on hire Secretarial services Translation interpretation services Wireless

broadband internet access Workstations with multimedia computers

Meeting Rooms amp Banquet Facilities include

Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails

receptions Terrace garden and poolside lawns are also available

The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a

legal library The latest in hi-tech broadband wireless internet connectivity PC workstations

multimedia computers laptops portable printers and cellphones colour copying and secretarial

facilities are available for the convenience of the business executive

Hotel Leisure and Other Services include

Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-

call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining

24 hour cyber butler on call 24 hour gym

Food and Wine

From casual all-day eateries to formal fine dining guests can look forward to a wide selection

of delectable dishes and refreshing drinks

At Taj we offer a distinctive dining experience one that explores the nuances of the finest

Indian and international cuisines serving traditional and contemporary favorites

Emperorrsquos Lounge

The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas

coffees and desserts

Attire Casual

House of Ming

Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first

Chinese restaurant in the city

Attire Casual

Machan

Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan

offers eclectic multi-cuisine options

Attire Casual

Ricks

An award-winning lounge bar offering a wide selection of Martinis wines spirits and

exceptionally creative Wok cuisine

Attire Casual

Sales Promotion offres Of Hotel Taj to attract Tourist and Travellers from all around the world

Spacious rooms capture the essence of Bhutanese art and architecture in a contemporary setting at the Taj All modern amenities ensure that you have a comfortable stay

Summer Offer - Validity -15 May 2010 to 31 Aug 2010

HOTEL Offer for 3 nights(CPAI $USD)

Taj (For 3 nights)

Double Occupancy

Deluxe Room USD 825

OFFERS

Extended Stay (Incl breakfast free upgrade subject to availability amp 20 discount on F amp B

Tax differential charges due to upgrade shall apply)

The Taj Mahal Hotel has special rates that encourage guests to stay longer and experience the

legendry Taj hospitality Longer stays enhance The Taj Mahal Hotel experience and are more

affordable

Weekend Rates (Room Only)

The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday

Saturday or Sunday Special room rates encourage mini-vacations throughout the year

Early Bird Rates (Room Only)

Book now and get more value for your future stays Minimum advance booking restriction

applies

Last Minute Rates (Room Only)

When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury

pricing at the time

Facilities amp Services at The Taj Mahal Hotel to Attract Tourist

The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New

Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where

the butler plays the all-important role of guide and assistant The Hotel offers the unique concept

of a cyber butler who is available at all times

While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems

and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont

Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and

scarves

Hotel Business Services include

Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire

Portable printers on hire Secretarial services Translation interpretation services Wireless

broadband internet access Workstations with multimedia computers

Meeting Rooms amp Banquet Facilities include

Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails

receptions Terrace garden and poolside lawns are also available

The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a

legal library The latest in hi-tech broadband wireless internet connectivity PC workstations

multimedia computers laptops portable printers and cellphones colour copying and secretarial

facilities are available for the convenience of the business executive

Hotel Leisure and Other Services include

Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-

call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining

24 hour cyber butler on call 24 hour gym

Food and Wine

From casual all-day eateries to formal fine dining guests can look forward to a wide selection

of delectable dishes and refreshing drinks

At Taj we offer a distinctive dining experience one that explores the nuances of the finest

Indian and international cuisines serving traditional and contemporary favorites

Emperorrsquos Lounge

The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas

coffees and desserts

Attire Casual

House of Ming

Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first

Chinese restaurant in the city

Attire Casual

Machan

Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan

offers eclectic multi-cuisine options

Attire Casual

Ricks

An award-winning lounge bar offering a wide selection of Martinis wines spirits and

exceptionally creative Wok cuisine

Attire Casual

Weekend Rates (Room Only)

The Taj Mahal Hotel has weekend rewards for guests who make reservations for Friday

Saturday or Sunday Special room rates encourage mini-vacations throughout the year

Early Bird Rates (Room Only)

Book now and get more value for your future stays Minimum advance booking restriction

applies

Last Minute Rates (Room Only)

When last-minute travel plans occur the Taj Mahal Hotel assists with the most affordable luxury

pricing at the time

Facilities amp Services at The Taj Mahal Hotel to Attract Tourist

The warm and friendly staff takes care of all meetings with great attention The Taj Mahal New

Mumbai has recently added personalized Butler Service on its Taj Club rooms and suites where

the butler plays the all-important role of guide and assistant The Hotel offers the unique concept

of a cyber butler who is available at all times

While on business a quick buy is always a welcome deviation lsquoKhazanarsquo houses exquisite gems

and jewelry miniature paintings on silk and paper and exclusive designer wear from India Mont

Blanc Showroom offers exclusive writing instruments leather goods menrsquos accessories and

scarves

Hotel Business Services include

Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire

Portable printers on hire Secretarial services Translation interpretation services Wireless

broadband internet access Workstations with multimedia computers

Meeting Rooms amp Banquet Facilities include

Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails

receptions Terrace garden and poolside lawns are also available

The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a

legal library The latest in hi-tech broadband wireless internet connectivity PC workstations

multimedia computers laptops portable printers and cellphones colour copying and secretarial

facilities are available for the convenience of the business executive

Hotel Leisure and Other Services include

Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-

call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining

24 hour cyber butler on call 24 hour gym

Food and Wine

From casual all-day eateries to formal fine dining guests can look forward to a wide selection

of delectable dishes and refreshing drinks

At Taj we offer a distinctive dining experience one that explores the nuances of the finest

Indian and international cuisines serving traditional and contemporary favorites

Emperorrsquos Lounge

The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas

coffees and desserts

Attire Casual

House of Ming

Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first

Chinese restaurant in the city

Attire Casual

Machan

Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan

offers eclectic multi-cuisine options

Attire Casual

Ricks

An award-winning lounge bar offering a wide selection of Martinis wines spirits and

exceptionally creative Wok cuisine

Attire Casual

Hotel Business Services include

Color copier Courier Fax Laptop computers on hire Legal Library Mobile phones on hire

Portable printers on hire Secretarial services Translation interpretation services Wireless

broadband internet access Workstations with multimedia computers

Meeting Rooms amp Banquet Facilities include

Six meeting rooms for 20 to 400 persons auditorium style or 20 to 1000 persons for cocktails

receptions Terrace garden and poolside lawns are also available

The Taj Mahal Hotel has a well-equipped business center with three conference rooms and a

legal library The latest in hi-tech broadband wireless internet connectivity PC workstations

multimedia computers laptops portable printers and cellphones colour copying and secretarial

facilities are available for the convenience of the business executive

Hotel Leisure and Other Services include

Babysitting Beauty Salon Car hire service Concierge service Currency exchange Doctor-on-

call Express laundry Dry cleaning Florist Travel services Gift Shop 24 hour in-room dining

24 hour cyber butler on call 24 hour gym

Food and Wine

From casual all-day eateries to formal fine dining guests can look forward to a wide selection

of delectable dishes and refreshing drinks

At Taj we offer a distinctive dining experience one that explores the nuances of the finest

Indian and international cuisines serving traditional and contemporary favorites

Emperorrsquos Lounge

The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas

coffees and desserts

Attire Casual

House of Ming

Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first

Chinese restaurant in the city

Attire Casual

Machan

Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan

offers eclectic multi-cuisine options

Attire Casual

Ricks

An award-winning lounge bar offering a wide selection of Martinis wines spirits and

exceptionally creative Wok cuisine

Attire Casual

At Taj we offer a distinctive dining experience one that explores the nuances of the finest

Indian and international cuisines serving traditional and contemporary favorites

Emperorrsquos Lounge

The relaxed ambience of Emperorrsquos Lounge provides an ideal place to sample a variety of teas

coffees and desserts

Attire Casual

House of Ming

Guests can indulge in classic Cantonese and Sichuan cuisine at this inviting restaurantthe first

Chinese restaurant in the city

Attire Casual

Machan

Voted lsquothe best 24 hour International eatery lsquoin the city by the Times Food guide 2003 Machan

offers eclectic multi-cuisine options

Attire Casual

Ricks

An award-winning lounge bar offering a wide selection of Martinis wines spirits and

exceptionally creative Wok cuisine

Attire Casual

The Grill Room

The Grill Room combines panoramic views with the specialties of the European Chef Ingo Moumlller Open for resident guests only

Attire Formal

Varq

The capitalrsquos newest restaurant offers a modern Indian gourmet dining experience with

authenticity of taste and artistic presentation created by Chef Hemant Oberoi Varq retains the

Indian traditional way of cooking while using exotic ingredients like sea bass diverrsquos scallops

goose liver halibut sand crab and Karachi prawns A new selection of breads and spreads adds

to the dining experience The restaurant is a harmonious blend of traditional and contemporary

sophistication Visually spectacular in every way this elegant Indian restaurant overlooks the

hotelrsquos beautifully manicured gardens

Wasabi By Morimoto

Wasabi by Iron Chef Masaharu Morimoto offers the finest Japanese Sakes and Sushi Bar A

dramatic interactive Tepanyaki counter with separate grills for vegetarian and non-vegetarian

cuisine offers set menus and chefs sampler menus

Attire Formal

Hotel Vertual tours

Hotel Virtual Tours

ExteriorLobbyReceptionLuxury RoomTaj Club Guest RoomTaj Club Concierge LoungeBalcony Suite Living Room Balcony Suite BedroomOriental Suite Living RoomOriental Suite BedroomTanjore Suite Living RoomTanjore Suite Bedroom

Dining amp LeisureMeeting Facilities

Rooms amp Suites at Taj Mahal Hotel

The hotel offers The Taj Club Executive Suites Luxury Suites and the recently designed Grand

Presidential Suite Every detail in this suite has been perfected to host Heads of State and global

business leaders

Deluxe amp Luxury Rooms

Classical decor and refined ambience make these rooms an ideal choice for the discerning

business traveler All rooms have been refurbished and include all the superior room guest

amenities An in-room fax is provided in addition to the above guest amenities

Taj Club Rooms

Guest amenities and services include complimentary airport pick-up exclusive check-in and

check-out early check-in (9 am) and late check-out (6 pm) subject to availability and a welcome

drink on arrival Guests will also be provided with 24-hour invisible butler and are welcome to

enjoy complimentary breakfast tea and coffee and cocktails in the Taj Club lounge

Complimentary use of the meeting room at the Taj Club and use of the gymnasium steam and

Jacuzzi in the fitness centre Taj Club guest rooms will be provided with a complimentary bottle

of imported wine chocolates fresh flowers a fruit basket and a choice of newspapers and

magazines

Executive Balcony Suites

A combination of comfort style and convenience Features include a bedroom lounge room with

a balcony offering charming views overlooking the pool and lawns against a backdrop of

Moghul Mumbai The privileges of the Taj Club are also included

Luxury Suites

Transcending time these picturesque suites are designed around a central theme and are named

appropriately as Versailles Khush Mahal Oriental Rajputana and Tanjore The artwork and

antiques recreate old world charm with a blend of modern amenities and gracious personalized

service The suites offer fascinating vistas of the city- both the Presidential palace view and the

pool view They have a spacious living room bedroom and dining room with a pantry The

privileges of the Taj Club are included

The Grand Presidential Suite

The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of

Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the

original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital

telephones a wide selection of coffee-table books in the Suitersquos personal library Bose

speakersIBMThink padapersonal tread mill and much more

The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite

features a master bedroom a master bathroom a vanity room a private pantry a library private

workout area drawing room dining room powder room and also offers the option of attaching

two more bedrooms Privileges of the Taj Club are included

Taj Promotional Strategies

The travel industry is a very competitive one and in order to succeed taj keep trying new

marketing plans to get the attention of prospective customers Taj have a perpetual need to fill

rooms keep conference rooms booked and staff busy and be on the lookout for the next big

gathering that will help them add more profit to the bottom line And Developing new marketing

and promotion ideas for the success of hotel

Direct and indirect marketing through diffrent travelling websites of taj Hotels

wwwsubhyatracom

Direct Marketing

The taj hotel do its online direct marketing through its web portal and websites with maximum

services and travel assistance to its customer so that customer does not feel any inconvenience in

the services all the booking cancle cab facility is being provided by the Taj itself

Web Plan

The taj website is already up and running but needs to be revamped to give it an updated look

and feel as well as to add secure interactivity The content in the site is good -- it just need a

little refreshment according to the time like

1 New home page design and navigation

The Grand Presidential Suite

The Grand Presidential Suite is based on Lutyens art and architecture and offers aerial views of

Lutyenrsquos Mumbai from its windows The artefacts books and the furniture design are the

original designs of Sir Lutyen The luxury of the suite includes Frette linen Avaya digital

telephones a wide selection of coffee-table books in the Suitersquos personal library Bose

speakersIBMThink padapersonal tread mill and much more

The Grande Presidential Suite has been home to many Heads of state and CEO visits The suite

features a master bedroom a master bathroom a vanity room a private pantry a library private

workout area drawing room dining room powder room and also offers the option of attaching

two more bedrooms Privileges of the Taj Club are included

Taj Promotional Strategies

The travel industry is a very competitive one and in order to succeed taj keep trying new

marketing plans to get the attention of prospective customers Taj have a perpetual need to fill

rooms keep conference rooms booked and staff busy and be on the lookout for the next big

gathering that will help them add more profit to the bottom line And Developing new marketing

and promotion ideas for the success of hotel

Direct and indirect marketing through diffrent travelling websites of taj Hotels

wwwsubhyatracom

Direct Marketing

The taj hotel do its online direct marketing through its web portal and websites with maximum

services and travel assistance to its customer so that customer does not feel any inconvenience in

the services all the booking cancle cab facility is being provided by the Taj itself

Web Plan

The taj website is already up and running but needs to be revamped to give it an updated look

and feel as well as to add secure interactivity The content in the site is good -- it just need a

little refreshment according to the time like

1 New home page design and navigation

Direct and indirect marketing through diffrent travelling websites of taj Hotels

wwwsubhyatracom

Direct Marketing

The taj hotel do its online direct marketing through its web portal and websites with maximum

services and travel assistance to its customer so that customer does not feel any inconvenience in

the services all the booking cancle cab facility is being provided by the Taj itself

Web Plan

The taj website is already up and running but needs to be revamped to give it an updated look

and feel as well as to add secure interactivity The content in the site is good -- it just need a

little refreshment according to the time like

1 New home page design and navigation

2 Online reservations capability

3 Printable brochure

Website Goals

Taj website needs to be able to do the following

1 Convey our messaging of high quality luxury business accommodations

2 Be indexed on major travel websites so that people find us

3 Be able to take reservations online and make changes to reservations online

Website Marketing Strategy

The taj hotel website marketing strategy hinges upon making sure all major travel sites such as

Expediacom Orbitzcom and Hotelscom list our hotel when customers search for hotels in our

area the first preference is given is taj in web search

There are different pr offices situated in different parts in world-

USANorth America Sales amp Marketing Office

MsJodiDellLeblanc - Vice President ndash Sales amp Marketing The Americas

Direct Tel 001 212-515-5892

Email jodileblanctajhotelscom

USA West Coast Sales Office

Ms Melinda Anderson ndash De Regil - Director of Sales - West Coast

Tel 001 805 529 8833

Fax 001 805 529 9087

Email melindaandersontajhotelscom

UK London Sales Office

Mr Subhash Thaker - VP - Sales amp Marketing (UK amp Europe)

Tel 0044 20 7834 6655 Ext 3079

Mobile 070 5005 4884

Email subhashthakertajhotelscom

Far East Singapore Sales Office

Ms Ivy Ong - Regional Director of Sales

Mobile 00656 96375881

Email ivyongtajhotelscom

Australia Sydney Sales Office

Ms Thushara Liyanarachchi - Regional Director of Sales - Australia amp New Zealand

Direct Tel (61 2) 8356 2566

Mobile +61 (0) 408 675613

Email ThusharaLiyanarachchitajhotelscom

Japan Tokyo Sales Office

Mr T Tokuhara - Representative

Taj Hotels Resorts amp Palaces

Co Yusen Jyoho Kaihatsu Co Ltd

9th Floor Onarimon Yusen Bldg

23-5 Nishi Shinbashi 3-Chome

Minato-Ku Tokyo 105-0003 Japan

Tel Fax (81 3) 3432 4530

Email tiger08k9dionnejp salestokyotajhotelscom

France Paris Sales Office

Ms Florence Dubois - Director of Sales amp Marketing ndash France Belgium Switzerland

Email florenceduboisglahotelscom

Middle East Dubai Sales Office

Mr Sajid Khan - Director of Sales

Mobile +97150-4552698

Email sajidkhantajhotelscom

The Indian Hotels Company Ltd ME

Taj Hotels Resorts and Palaces

Taj regional Office Building 17 Office G-51

Dubai Internet City

PO Box 502249 Dubai UAE

Tel +971 4 3900442 443 444

Fax +971 4 3908405

Email salesdubaitajhotelscom

Germany Frankfurt Sales Office

Mr Daryl Kornelsen ndash Director of Sales amp Marketing - Germany Austria Switzerland

Email Darylkornelsentajhotelscom

Ms Sabine Kornelsen - Director of Sales - Germany Austria Switzerland

Email sabinekornelsentajhotelscom

The following Questionnaire has been formulated to collect the data for analysis of Post Testing

Techniques and also sales reports of particular Hotel to be used for analyzing the trend

CHAPTER-3

REVIEW OF LITERATURE

Direct mail

It involves communicating by post to specified customers it may be directed at new and

potential customers or to post or well established customers It involves the direct mailing of

personalized letters and as a form of advertising offers a numbers of advantages

1 Specific customers can be targeted ie members of a specific profession within a defined

areas

Members of a particular club or society residents on a housing estate etc repeat business

in particular can develop by mailing personalized birthday anniversary and Christmas

cards details of special promotions events and offers to regular and occasional

customers

2 Direct mail is easy to introduce It can either be initiated by the organization itself by

producing its own mailing lists or an external mail service agency or list broker may be

used It can be used by both small and large operations

3 The feedback from targeted customers is relatively prompt and easy to appraise Free post

return cardsfree telephone calls are usually returned soon after the direct mail shot has

been received or not at all The use of coupons vouchers is easy to appraise in that they

are normally only for use in a restricted period and the uptake can be measured easily

4 It is a cost-effective method of advertising to specifically targeted group of customers

with ver little wastage

Press advertising

Newspapers Advertising in national and local newspapers and magazines is probably

one of the most popular forms of media used by catering operations Because restaurant

advertisements are generally featured together advertisements are generally featured

together in a news paper It is essential that the design of an design of an advertisement

featuring a particular restaurant is such that it will stand apart from the others

Magazines the different types of magazines in which a catering operation may choose to

advertise include professional journals and publications business management magazines

and the social type magazines which are read by particular target market groupsthe

advantages of advertising in specific magazines are that response may be measured they

have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times

Guides there are a numbers of good food guides produced in which food service

facilities may wish to be included to be featured in these guides will often be as a result

of passing a professional inspection by the particular organization and at times having to

pay a fee for inclusion As a method of advertising these guides have a special value in

that they all have large circulation figures and are purchased by interested and potential

customers and are used regularly as sources of reference for eating out occasions

Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering

facilities through middle men such as travel agents package tour operations At present

it is mainly the large hotel groups and restaurants chains who have utilized this form of

external selling although it is also available to small restaurant that are privately owned

Broadcasting

Radio

Advertising on commercial radio stations that broadcast with a specific radius It may be

used to advertise local take away restaurants hotels wine bars etc its main advantages

are that it is a very up to data form of advertising not too costly and has the potential to

each a large percentage of local custom people at work driving cards using personal

stereos people at home

Television

Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its

high cost particularly during peak receiving times Its national use is limited almost

exclusively to the larger hotels and popular restaurants chains Some regional television

advertising may be undertaken but at present very limited The use of both video cassette

recorders and cable television and satellite TV are further extensions of TV and their use

in private homes clubs hotels shopping malls is increasing annually

Cinema

Cinema advertising is also highly visual but also very localized

Signs and posters

Signs and poster advertising a careering facility may be positioned either very close to it

or some distance away They are used along street in towns and cities on hoardings in

airport lounges railway carriages and the underground subways External signs on main

roads are particularly important for hotels restaurants and fast food drive in operations

who rely heavily on transient trade and it is therefore important for these advertisements

to be easily read and their messages understood quickly Traffic travelling at high speeds

must also be given adequate time to pull in posters displayed in the street in railways

carriages can afford to be more detailed because passengers and passers by will have

more time available to read them

Miscellaneous advertising media

This includes other forms of advertising media that may be used in addition to the major

channels discussed above For example door-to- door leaflet distribution leisure center

entrance tickets theater programs shop windows etc

Public Relations

Public relations are a communications and information process either personal or non-

personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and

external environment It involves the creation of a favorable environment in which an

hotel can operate to the best of its advantages A hotel would typically be involved

internally in community council and government departments etc

Merchandising

The merchandising of catering operations involves the point of sale promotion of their

facilities using non-personal media Unlike advertising it is not a paid for from of

communication but like sales promotion is more concerned with influencing customer

behavior in the short them

Once customer are inside a restaurant they have already made their decision as to the type

of establishment they wish to eat in their subsequent decisions are concerned with what

particular aspects of the product they will now choose

Floor Stands

Floor stands or bulletin boards are particularly effective if used in waiting and receptions

areas to advertise special events forthcoming attractions and clubs people may be

waiting in a queue or for the arrival of other guests and therefore have the time to read

the notices on these stands In the work place they can be placed in areas with a high

throughput of pedestrian traffic for example in corridors and in general locations where

people congregates such as beside vending machines

Posters

Posters have a wider circulation than the previously described floor stands They may be

displayed in reception areas elevators and cloakrooms in the restaurants dining area

itself in fact they may be placed in any strategic positions where people have the time

available to read their messages

Wall displays

Illuminated will display are used extensively by fast- food operations showing enlarged

color photographs of the food and beverages available They are also used by wine bars

cocktails bars and lounges and look particularly attractive at night Blackboards are often

found in pubs bars school cafeterias and theme restaurants where the dish of the day and

other specials can be changed regularly along with their prices

Visual Food and Beverages Displays

It was once said that eat our eyes and if few other situations could be truer than in the

actual cooking and presentation of the food to the customer Visual selling in a catering

operation can be enhanced by the use of several techniques

1 Displays A good displays of well- presented food can do much to increase of a

product at a point of sale on the strength of its visual presentation with little or no

preconceived thoughts of buying that product

2 Trolleys or carts The use of trolleys or carts is another method of selling food and

beverages by using displays techniques

3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a

particular dish before presented to the customer or it may be used to cook a complete

dish

4 Other display cookery Some operations deliberately open up their food being

cooked for example steak houses where steaks are openly grilled on a charcoal grill

and other meat on rotating spits

5 Beverages displays The displays of beverages alcoholic and non- alcoholic can

also contribute to impulse purchases rather than being just a single coffee sale at the

end of a meal

Sales promotion

Sales promotion is a form of temporary incentive highlighting aspects of a product that

are not inherent to it Sales promotion may be aimed at customers distribution channels

and sales employees It does not necessarily occur at the point of sale although in many

instances it does

Sale promotion is used by operations for a number of reasons including the following

1 To increase the averages spend by customers and thereby increase the sales revenue

2 To promote a new product or range of products being featured by the operation for

example offering a new flavored milk shake in a take ndashaway facility at a reduced

price

3 To influence impulse purchasers towards a certain product or range of products for

example featuring Australian wine at a special discount price

4 To aid as a reminder during a long-term advertising campaign for example on long

established main items

Media

One crude effective advertising method is to pay someone to stand on a corner and wave a sign

all day commercial advertising media can include billboards (outdoor advertising) street

furniture components printed flyers radio cinema and television ads web magazines news

papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway

platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the

opening section of streaming audio and supermarket receipts

The TV commercials is generally considered the most effective mass- market advertising

format and this is reflected by the high prices TV networks charge for commercial airtime during

popular TV events The annual Super Bowl football game in the united states is known as much

for its commercial advertisement as for the game itself and the average cost of a single thirty-

second TV spot during this game has reached $43 million

TECHNIQUES

Advertisers use several recognizable techniques in order to better convince the public to buy a

product and shape the publicrsquos attitude towards their product These may include

Repetition Some advertisers concentrate on making sure their product is widely

recognized To that end they simply attempt to make the name remembered through

repetition

Bandwagon By implying that the product is widely used advertisers hope to continue

potential buyers to ldquoget on the bandwagonrdquo

Testimonials Advertisers often attempt to promote the superior quality of their product

through the testimony of ordinary users experts or both ldquoThree out of four dentists

recommendrdquo This approach often involves an appeal to authority

Pressure By attempting to make people choose quickly and without long consideration

some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo

Appeal to emotion Various techniques relating to manipulating emotion are used to get

people to buy a product Apart from artistic expressions intended for associative

purposes or to relax or excite the viewer Three common argumentative appeals to

emotion in product advertising are wishful thinking appeal to flattery and appeal to

ridicule

Advertising slogans These can employ a variety of techniques even a short phrase can

have extremely heavy-handed technique

Controversy As in the Benetton publicity campaign

Guerrilla advertising Advertising by association done in such a way so the target

audience does not know that they have been advertised to but their impression of the

product is increased if that is the intent of the advertiser

Subliminal messages It was feared that some advertisements would present hidden

messages for example through brief flashed messages or the soundtrack that would have

a hypnotic effect on viewers The notion that technique of hypnosis are used by

advertisers is now generally discredited though subliminal sexual messages are

supposedly

CHAPTER-4

DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

1 Total market share of Hotels in India

TAJ OBEROI LEELA ITC OTHERS

315 228 3 197 23

3150

2280

300

1970

2300

TajOberoiLeelaITCOthers

INTERPRETATION

The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and

others is 23

2 Total industry share

AIRLINES HOTELS TRAVEL AGENCY EVENT

MANAGEMENT

228 315 23 197

2280

3150

2300

1970

AirlinesHotelsTravel AgencyEvent Management

INTERPRETATION

Hotel Industry share is 315 as compare to other industry

3 Total sales of hotels in India

TAJ OBEROI LEELA ITC OTHERS

63 42 33 29 11

63

42

33

2911

TajOberoiLeelaITCOthers

INTERPRETATION

The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11

4 Comparative analysis of TAJ hotel with others

Taj ITC Oberois Leela others

Customer satisfaction 5 4 3 2 1

Infrastructure 4 3 2 2 1

Services offered 5 3 3 2 1

Locality (time destination) 4 4 3 2 1

Price 5 4 3 2 1

Taj Oberois ITC Leela Others0

05

1

15

2

25

3

35

4

45

5 46

28

36

2

1

Series1

INTERPRETATION

5 Which hotel people like to prefer

HOTEL PERCENTAGE

TAJ 30

OBEROI 20

ITC 25

LEELA 5

MARRIOT 75

HYATT 10

OTHERS 25

30

2025

5

8 103

TajOberoiITCLeelaMarriotHyattOthers

INTERPRETATION

Mostly people like to prefer taj hotel in compare to others

CHAPTER-5

FINDINGS

RECOMMENDATIONS

CONCLUSIONS

BIBLIOGRAPHY

FINDINGS

After consulting few Marketing Managers of hotel it is found that STAS (Short Term

Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be

exploited if any hotel aligns their long term strategies to it

The medium-term effect of Advertisement campaign was measured with reasonable precision

using regression analysis and the findings on these three parameters Ie

Rate your opinion on advertisement of following hotels

How well do you remember this advertisement

How would you rate the Internet Advertisement of the Hotel you wish to visit

Taj Hotels Advertisement was well remembered and their internet advertisement was rated good

which enhances their capabilities to acquire new customers

Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base

every day Also the advertisement got good rating

Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their

internet advertisement too was not appealing to the customers which can fail Hyatt to retain and

acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of

survey

Marriott Hotels also has received low rating for their advertisement and people participating in

the survey had found it difficult to recall the ad

Starwood Hotels have comparatively good advertisement as per the survey findings and their ad

is well remembered and embraced increasing their chances of acquiring new potential customers

CONCLUSION

The AdvertiserHotel provides the functional benefits The added values are mainly created and

built gradually but inexorably by the brands advertising It is a fair generalization that a brand is

the joint product of a sound and well-organized hotel and imaginative advertising

Although the agency writes the advertising campaigns these are also the concern of the

advertiser The advertisers contribution concentrates on the important managerial tasks of

evaluating the agencys proposals using their judgment to plan the business of the campaign

(especially budget and media) and most importantly measuring the campaigns effects in the

marketplace

Below are some measures to increase the effectiveness of Marketing Campaign of hotels

Pre-test to weed out ineffective advertisements

Determine advertisement budgets strategically

Media continuity not concentration

Use promotions tactically

Tactical Coordination of Marketing Communication

Redefining the Scope of Marketing Communication

Application of Information Technology

Financial and Strategic Integration

BIBLIOGRAPHY

wwwxotelscom

httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-

Trendsampid=1958842

httpwwwwebsuccess77comseven_ad_tipshtml

wwwhvsinternationalcom

httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf

httpwwwviewzonecomcognitivedissonancehtml

httpwwwiimbernetinnewsletterissues28

Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)

Wikipedia

Hotel Annual Report

Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A

Suryanarayana-A Srikant)

Direct mail

It involves communicating by post to specified customers it may be directed at new and

potential customers or to post or well established customers It involves the direct mailing of

personalized letters and as a form of advertising offers a numbers of advantages

1 Specific customers can be targeted ie members of a specific profession within a defined

areas

Members of a particular club or society residents on a housing estate etc repeat business

in particular can develop by mailing personalized birthday anniversary and Christmas

cards details of special promotions events and offers to regular and occasional

customers

2 Direct mail is easy to introduce It can either be initiated by the organization itself by

producing its own mailing lists or an external mail service agency or list broker may be

used It can be used by both small and large operations

3 The feedback from targeted customers is relatively prompt and easy to appraise Free post

return cardsfree telephone calls are usually returned soon after the direct mail shot has

been received or not at all The use of coupons vouchers is easy to appraise in that they

are normally only for use in a restricted period and the uptake can be measured easily

4 It is a cost-effective method of advertising to specifically targeted group of customers

with ver little wastage

Press advertising

Newspapers Advertising in national and local newspapers and magazines is probably

one of the most popular forms of media used by catering operations Because restaurant

advertisements are generally featured together advertisements are generally featured

together in a news paper It is essential that the design of an design of an advertisement

featuring a particular restaurant is such that it will stand apart from the others

Magazines the different types of magazines in which a catering operation may choose to

advertise include professional journals and publications business management magazines

and the social type magazines which are read by particular target market groupsthe

advantages of advertising in specific magazines are that response may be measured they

have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times

Guides there are a numbers of good food guides produced in which food service

facilities may wish to be included to be featured in these guides will often be as a result

of passing a professional inspection by the particular organization and at times having to

pay a fee for inclusion As a method of advertising these guides have a special value in

that they all have large circulation figures and are purchased by interested and potential

customers and are used regularly as sources of reference for eating out occasions

Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering

facilities through middle men such as travel agents package tour operations At present

it is mainly the large hotel groups and restaurants chains who have utilized this form of

external selling although it is also available to small restaurant that are privately owned

Broadcasting

Radio

Advertising on commercial radio stations that broadcast with a specific radius It may be

used to advertise local take away restaurants hotels wine bars etc its main advantages

are that it is a very up to data form of advertising not too costly and has the potential to

each a large percentage of local custom people at work driving cards using personal

stereos people at home

Television

Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its

high cost particularly during peak receiving times Its national use is limited almost

exclusively to the larger hotels and popular restaurants chains Some regional television

advertising may be undertaken but at present very limited The use of both video cassette

recorders and cable television and satellite TV are further extensions of TV and their use

in private homes clubs hotels shopping malls is increasing annually

Cinema

Cinema advertising is also highly visual but also very localized

Signs and posters

Signs and poster advertising a careering facility may be positioned either very close to it

or some distance away They are used along street in towns and cities on hoardings in

airport lounges railway carriages and the underground subways External signs on main

roads are particularly important for hotels restaurants and fast food drive in operations

who rely heavily on transient trade and it is therefore important for these advertisements

to be easily read and their messages understood quickly Traffic travelling at high speeds

must also be given adequate time to pull in posters displayed in the street in railways

carriages can afford to be more detailed because passengers and passers by will have

more time available to read them

Miscellaneous advertising media

This includes other forms of advertising media that may be used in addition to the major

channels discussed above For example door-to- door leaflet distribution leisure center

entrance tickets theater programs shop windows etc

Public Relations

Public relations are a communications and information process either personal or non-

personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and

external environment It involves the creation of a favorable environment in which an

hotel can operate to the best of its advantages A hotel would typically be involved

internally in community council and government departments etc

Merchandising

The merchandising of catering operations involves the point of sale promotion of their

facilities using non-personal media Unlike advertising it is not a paid for from of

communication but like sales promotion is more concerned with influencing customer

behavior in the short them

Once customer are inside a restaurant they have already made their decision as to the type

of establishment they wish to eat in their subsequent decisions are concerned with what

particular aspects of the product they will now choose

Floor Stands

Floor stands or bulletin boards are particularly effective if used in waiting and receptions

areas to advertise special events forthcoming attractions and clubs people may be

waiting in a queue or for the arrival of other guests and therefore have the time to read

the notices on these stands In the work place they can be placed in areas with a high

throughput of pedestrian traffic for example in corridors and in general locations where

people congregates such as beside vending machines

Posters

Posters have a wider circulation than the previously described floor stands They may be

displayed in reception areas elevators and cloakrooms in the restaurants dining area

itself in fact they may be placed in any strategic positions where people have the time

available to read their messages

Wall displays

Illuminated will display are used extensively by fast- food operations showing enlarged

color photographs of the food and beverages available They are also used by wine bars

cocktails bars and lounges and look particularly attractive at night Blackboards are often

found in pubs bars school cafeterias and theme restaurants where the dish of the day and

other specials can be changed regularly along with their prices

Visual Food and Beverages Displays

It was once said that eat our eyes and if few other situations could be truer than in the

actual cooking and presentation of the food to the customer Visual selling in a catering

operation can be enhanced by the use of several techniques

1 Displays A good displays of well- presented food can do much to increase of a

product at a point of sale on the strength of its visual presentation with little or no

preconceived thoughts of buying that product

2 Trolleys or carts The use of trolleys or carts is another method of selling food and

beverages by using displays techniques

3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a

particular dish before presented to the customer or it may be used to cook a complete

dish

4 Other display cookery Some operations deliberately open up their food being

cooked for example steak houses where steaks are openly grilled on a charcoal grill

and other meat on rotating spits

5 Beverages displays The displays of beverages alcoholic and non- alcoholic can

also contribute to impulse purchases rather than being just a single coffee sale at the

end of a meal

Sales promotion

Sales promotion is a form of temporary incentive highlighting aspects of a product that

are not inherent to it Sales promotion may be aimed at customers distribution channels

and sales employees It does not necessarily occur at the point of sale although in many

instances it does

Sale promotion is used by operations for a number of reasons including the following

1 To increase the averages spend by customers and thereby increase the sales revenue

2 To promote a new product or range of products being featured by the operation for

example offering a new flavored milk shake in a take ndashaway facility at a reduced

price

3 To influence impulse purchasers towards a certain product or range of products for

example featuring Australian wine at a special discount price

4 To aid as a reminder during a long-term advertising campaign for example on long

established main items

Media

One crude effective advertising method is to pay someone to stand on a corner and wave a sign

all day commercial advertising media can include billboards (outdoor advertising) street

furniture components printed flyers radio cinema and television ads web magazines news

papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway

platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the

opening section of streaming audio and supermarket receipts

The TV commercials is generally considered the most effective mass- market advertising

format and this is reflected by the high prices TV networks charge for commercial airtime during

popular TV events The annual Super Bowl football game in the united states is known as much

for its commercial advertisement as for the game itself and the average cost of a single thirty-

second TV spot during this game has reached $43 million

TECHNIQUES

Advertisers use several recognizable techniques in order to better convince the public to buy a

product and shape the publicrsquos attitude towards their product These may include

Repetition Some advertisers concentrate on making sure their product is widely

recognized To that end they simply attempt to make the name remembered through

repetition

Bandwagon By implying that the product is widely used advertisers hope to continue

potential buyers to ldquoget on the bandwagonrdquo

Testimonials Advertisers often attempt to promote the superior quality of their product

through the testimony of ordinary users experts or both ldquoThree out of four dentists

recommendrdquo This approach often involves an appeal to authority

Pressure By attempting to make people choose quickly and without long consideration

some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo

Appeal to emotion Various techniques relating to manipulating emotion are used to get

people to buy a product Apart from artistic expressions intended for associative

purposes or to relax or excite the viewer Three common argumentative appeals to

emotion in product advertising are wishful thinking appeal to flattery and appeal to

ridicule

Advertising slogans These can employ a variety of techniques even a short phrase can

have extremely heavy-handed technique

Controversy As in the Benetton publicity campaign

Guerrilla advertising Advertising by association done in such a way so the target

audience does not know that they have been advertised to but their impression of the

product is increased if that is the intent of the advertiser

Subliminal messages It was feared that some advertisements would present hidden

messages for example through brief flashed messages or the soundtrack that would have

a hypnotic effect on viewers The notion that technique of hypnosis are used by

advertisers is now generally discredited though subliminal sexual messages are

supposedly

CHAPTER-4

DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

1 Total market share of Hotels in India

TAJ OBEROI LEELA ITC OTHERS

315 228 3 197 23

3150

2280

300

1970

2300

TajOberoiLeelaITCOthers

INTERPRETATION

The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and

others is 23

2 Total industry share

AIRLINES HOTELS TRAVEL AGENCY EVENT

MANAGEMENT

228 315 23 197

2280

3150

2300

1970

AirlinesHotelsTravel AgencyEvent Management

INTERPRETATION

Hotel Industry share is 315 as compare to other industry

3 Total sales of hotels in India

TAJ OBEROI LEELA ITC OTHERS

63 42 33 29 11

63

42

33

2911

TajOberoiLeelaITCOthers

INTERPRETATION

The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11

4 Comparative analysis of TAJ hotel with others

Taj ITC Oberois Leela others

Customer satisfaction 5 4 3 2 1

Infrastructure 4 3 2 2 1

Services offered 5 3 3 2 1

Locality (time destination) 4 4 3 2 1

Price 5 4 3 2 1

Taj Oberois ITC Leela Others0

05

1

15

2

25

3

35

4

45

5 46

28

36

2

1

Series1

INTERPRETATION

5 Which hotel people like to prefer

HOTEL PERCENTAGE

TAJ 30

OBEROI 20

ITC 25

LEELA 5

MARRIOT 75

HYATT 10

OTHERS 25

30

2025

5

8 103

TajOberoiITCLeelaMarriotHyattOthers

INTERPRETATION

Mostly people like to prefer taj hotel in compare to others

CHAPTER-5

FINDINGS

RECOMMENDATIONS

CONCLUSIONS

BIBLIOGRAPHY

FINDINGS

After consulting few Marketing Managers of hotel it is found that STAS (Short Term

Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be

exploited if any hotel aligns their long term strategies to it

The medium-term effect of Advertisement campaign was measured with reasonable precision

using regression analysis and the findings on these three parameters Ie

Rate your opinion on advertisement of following hotels

How well do you remember this advertisement

How would you rate the Internet Advertisement of the Hotel you wish to visit

Taj Hotels Advertisement was well remembered and their internet advertisement was rated good

which enhances their capabilities to acquire new customers

Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base

every day Also the advertisement got good rating

Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their

internet advertisement too was not appealing to the customers which can fail Hyatt to retain and

acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of

survey

Marriott Hotels also has received low rating for their advertisement and people participating in

the survey had found it difficult to recall the ad

Starwood Hotels have comparatively good advertisement as per the survey findings and their ad

is well remembered and embraced increasing their chances of acquiring new potential customers

CONCLUSION

The AdvertiserHotel provides the functional benefits The added values are mainly created and

built gradually but inexorably by the brands advertising It is a fair generalization that a brand is

the joint product of a sound and well-organized hotel and imaginative advertising

Although the agency writes the advertising campaigns these are also the concern of the

advertiser The advertisers contribution concentrates on the important managerial tasks of

evaluating the agencys proposals using their judgment to plan the business of the campaign

(especially budget and media) and most importantly measuring the campaigns effects in the

marketplace

Below are some measures to increase the effectiveness of Marketing Campaign of hotels

Pre-test to weed out ineffective advertisements

Determine advertisement budgets strategically

Media continuity not concentration

Use promotions tactically

Tactical Coordination of Marketing Communication

Redefining the Scope of Marketing Communication

Application of Information Technology

Financial and Strategic Integration

BIBLIOGRAPHY

wwwxotelscom

httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-

Trendsampid=1958842

httpwwwwebsuccess77comseven_ad_tipshtml

wwwhvsinternationalcom

httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf

httpwwwviewzonecomcognitivedissonancehtml

httpwwwiimbernetinnewsletterissues28

Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)

Wikipedia

Hotel Annual Report

Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A

Suryanarayana-A Srikant)

Magazines the different types of magazines in which a catering operation may choose to

advertise include professional journals and publications business management magazines

and the social type magazines which are read by particular target market groupsthe

advantages of advertising in specific magazines are that response may be measured they

have a longer lsquoshall life lsquothan newspapers and may be re-read lsquoshelf lifersquo many times

Guides there are a numbers of good food guides produced in which food service

facilities may wish to be included to be featured in these guides will often be as a result

of passing a professional inspection by the particular organization and at times having to

pay a fee for inclusion As a method of advertising these guides have a special value in

that they all have large circulation figures and are purchased by interested and potential

customers and are used regularly as sources of reference for eating out occasions

Trade advertising trade or wholesale advertising is the selling of an operationrsquos catering

facilities through middle men such as travel agents package tour operations At present

it is mainly the large hotel groups and restaurants chains who have utilized this form of

external selling although it is also available to small restaurant that are privately owned

Broadcasting

Radio

Advertising on commercial radio stations that broadcast with a specific radius It may be

used to advertise local take away restaurants hotels wine bars etc its main advantages

are that it is a very up to data form of advertising not too costly and has the potential to

each a large percentage of local custom people at work driving cards using personal

stereos people at home

Television

Televisionrsquos major advantage over radio is its visual impact Its major disadvantage is its

high cost particularly during peak receiving times Its national use is limited almost

exclusively to the larger hotels and popular restaurants chains Some regional television

advertising may be undertaken but at present very limited The use of both video cassette

recorders and cable television and satellite TV are further extensions of TV and their use

in private homes clubs hotels shopping malls is increasing annually

Cinema

Cinema advertising is also highly visual but also very localized

Signs and posters

Signs and poster advertising a careering facility may be positioned either very close to it

or some distance away They are used along street in towns and cities on hoardings in

airport lounges railway carriages and the underground subways External signs on main

roads are particularly important for hotels restaurants and fast food drive in operations

who rely heavily on transient trade and it is therefore important for these advertisements

to be easily read and their messages understood quickly Traffic travelling at high speeds

must also be given adequate time to pull in posters displayed in the street in railways

carriages can afford to be more detailed because passengers and passers by will have

more time available to read them

Miscellaneous advertising media

This includes other forms of advertising media that may be used in addition to the major

channels discussed above For example door-to- door leaflet distribution leisure center

entrance tickets theater programs shop windows etc

Public Relations

Public relations are a communications and information process either personal or non-

personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and

external environment It involves the creation of a favorable environment in which an

hotel can operate to the best of its advantages A hotel would typically be involved

internally in community council and government departments etc

Merchandising

The merchandising of catering operations involves the point of sale promotion of their

facilities using non-personal media Unlike advertising it is not a paid for from of

communication but like sales promotion is more concerned with influencing customer

behavior in the short them

Once customer are inside a restaurant they have already made their decision as to the type

of establishment they wish to eat in their subsequent decisions are concerned with what

particular aspects of the product they will now choose

Floor Stands

Floor stands or bulletin boards are particularly effective if used in waiting and receptions

areas to advertise special events forthcoming attractions and clubs people may be

waiting in a queue or for the arrival of other guests and therefore have the time to read

the notices on these stands In the work place they can be placed in areas with a high

throughput of pedestrian traffic for example in corridors and in general locations where

people congregates such as beside vending machines

Posters

Posters have a wider circulation than the previously described floor stands They may be

displayed in reception areas elevators and cloakrooms in the restaurants dining area

itself in fact they may be placed in any strategic positions where people have the time

available to read their messages

Wall displays

Illuminated will display are used extensively by fast- food operations showing enlarged

color photographs of the food and beverages available They are also used by wine bars

cocktails bars and lounges and look particularly attractive at night Blackboards are often

found in pubs bars school cafeterias and theme restaurants where the dish of the day and

other specials can be changed regularly along with their prices

Visual Food and Beverages Displays

It was once said that eat our eyes and if few other situations could be truer than in the

actual cooking and presentation of the food to the customer Visual selling in a catering

operation can be enhanced by the use of several techniques

1 Displays A good displays of well- presented food can do much to increase of a

product at a point of sale on the strength of its visual presentation with little or no

preconceived thoughts of buying that product

2 Trolleys or carts The use of trolleys or carts is another method of selling food and

beverages by using displays techniques

3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a

particular dish before presented to the customer or it may be used to cook a complete

dish

4 Other display cookery Some operations deliberately open up their food being

cooked for example steak houses where steaks are openly grilled on a charcoal grill

and other meat on rotating spits

5 Beverages displays The displays of beverages alcoholic and non- alcoholic can

also contribute to impulse purchases rather than being just a single coffee sale at the

end of a meal

Sales promotion

Sales promotion is a form of temporary incentive highlighting aspects of a product that

are not inherent to it Sales promotion may be aimed at customers distribution channels

and sales employees It does not necessarily occur at the point of sale although in many

instances it does

Sale promotion is used by operations for a number of reasons including the following

1 To increase the averages spend by customers and thereby increase the sales revenue

2 To promote a new product or range of products being featured by the operation for

example offering a new flavored milk shake in a take ndashaway facility at a reduced

price

3 To influence impulse purchasers towards a certain product or range of products for

example featuring Australian wine at a special discount price

4 To aid as a reminder during a long-term advertising campaign for example on long

established main items

Media

One crude effective advertising method is to pay someone to stand on a corner and wave a sign

all day commercial advertising media can include billboards (outdoor advertising) street

furniture components printed flyers radio cinema and television ads web magazines news

papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway

platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the

opening section of streaming audio and supermarket receipts

The TV commercials is generally considered the most effective mass- market advertising

format and this is reflected by the high prices TV networks charge for commercial airtime during

popular TV events The annual Super Bowl football game in the united states is known as much

for its commercial advertisement as for the game itself and the average cost of a single thirty-

second TV spot during this game has reached $43 million

TECHNIQUES

Advertisers use several recognizable techniques in order to better convince the public to buy a

product and shape the publicrsquos attitude towards their product These may include

Repetition Some advertisers concentrate on making sure their product is widely

recognized To that end they simply attempt to make the name remembered through

repetition

Bandwagon By implying that the product is widely used advertisers hope to continue

potential buyers to ldquoget on the bandwagonrdquo

Testimonials Advertisers often attempt to promote the superior quality of their product

through the testimony of ordinary users experts or both ldquoThree out of four dentists

recommendrdquo This approach often involves an appeal to authority

Pressure By attempting to make people choose quickly and without long consideration

some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo

Appeal to emotion Various techniques relating to manipulating emotion are used to get

people to buy a product Apart from artistic expressions intended for associative

purposes or to relax or excite the viewer Three common argumentative appeals to

emotion in product advertising are wishful thinking appeal to flattery and appeal to

ridicule

Advertising slogans These can employ a variety of techniques even a short phrase can

have extremely heavy-handed technique

Controversy As in the Benetton publicity campaign

Guerrilla advertising Advertising by association done in such a way so the target

audience does not know that they have been advertised to but their impression of the

product is increased if that is the intent of the advertiser

Subliminal messages It was feared that some advertisements would present hidden

messages for example through brief flashed messages or the soundtrack that would have

a hypnotic effect on viewers The notion that technique of hypnosis are used by

advertisers is now generally discredited though subliminal sexual messages are

supposedly

CHAPTER-4

DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

1 Total market share of Hotels in India

TAJ OBEROI LEELA ITC OTHERS

315 228 3 197 23

3150

2280

300

1970

2300

TajOberoiLeelaITCOthers

INTERPRETATION

The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and

others is 23

2 Total industry share

AIRLINES HOTELS TRAVEL AGENCY EVENT

MANAGEMENT

228 315 23 197

2280

3150

2300

1970

AirlinesHotelsTravel AgencyEvent Management

INTERPRETATION

Hotel Industry share is 315 as compare to other industry

3 Total sales of hotels in India

TAJ OBEROI LEELA ITC OTHERS

63 42 33 29 11

63

42

33

2911

TajOberoiLeelaITCOthers

INTERPRETATION

The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11

4 Comparative analysis of TAJ hotel with others

Taj ITC Oberois Leela others

Customer satisfaction 5 4 3 2 1

Infrastructure 4 3 2 2 1

Services offered 5 3 3 2 1

Locality (time destination) 4 4 3 2 1

Price 5 4 3 2 1

Taj Oberois ITC Leela Others0

05

1

15

2

25

3

35

4

45

5 46

28

36

2

1

Series1

INTERPRETATION

5 Which hotel people like to prefer

HOTEL PERCENTAGE

TAJ 30

OBEROI 20

ITC 25

LEELA 5

MARRIOT 75

HYATT 10

OTHERS 25

30

2025

5

8 103

TajOberoiITCLeelaMarriotHyattOthers

INTERPRETATION

Mostly people like to prefer taj hotel in compare to others

CHAPTER-5

FINDINGS

RECOMMENDATIONS

CONCLUSIONS

BIBLIOGRAPHY

FINDINGS

After consulting few Marketing Managers of hotel it is found that STAS (Short Term

Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be

exploited if any hotel aligns their long term strategies to it

The medium-term effect of Advertisement campaign was measured with reasonable precision

using regression analysis and the findings on these three parameters Ie

Rate your opinion on advertisement of following hotels

How well do you remember this advertisement

How would you rate the Internet Advertisement of the Hotel you wish to visit

Taj Hotels Advertisement was well remembered and their internet advertisement was rated good

which enhances their capabilities to acquire new customers

Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base

every day Also the advertisement got good rating

Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their

internet advertisement too was not appealing to the customers which can fail Hyatt to retain and

acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of

survey

Marriott Hotels also has received low rating for their advertisement and people participating in

the survey had found it difficult to recall the ad

Starwood Hotels have comparatively good advertisement as per the survey findings and their ad

is well remembered and embraced increasing their chances of acquiring new potential customers

CONCLUSION

The AdvertiserHotel provides the functional benefits The added values are mainly created and

built gradually but inexorably by the brands advertising It is a fair generalization that a brand is

the joint product of a sound and well-organized hotel and imaginative advertising

Although the agency writes the advertising campaigns these are also the concern of the

advertiser The advertisers contribution concentrates on the important managerial tasks of

evaluating the agencys proposals using their judgment to plan the business of the campaign

(especially budget and media) and most importantly measuring the campaigns effects in the

marketplace

Below are some measures to increase the effectiveness of Marketing Campaign of hotels

Pre-test to weed out ineffective advertisements

Determine advertisement budgets strategically

Media continuity not concentration

Use promotions tactically

Tactical Coordination of Marketing Communication

Redefining the Scope of Marketing Communication

Application of Information Technology

Financial and Strategic Integration

BIBLIOGRAPHY

wwwxotelscom

httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-

Trendsampid=1958842

httpwwwwebsuccess77comseven_ad_tipshtml

wwwhvsinternationalcom

httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf

httpwwwviewzonecomcognitivedissonancehtml

httpwwwiimbernetinnewsletterissues28

Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)

Wikipedia

Hotel Annual Report

Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A

Suryanarayana-A Srikant)

advertising may be undertaken but at present very limited The use of both video cassette

recorders and cable television and satellite TV are further extensions of TV and their use

in private homes clubs hotels shopping malls is increasing annually

Cinema

Cinema advertising is also highly visual but also very localized

Signs and posters

Signs and poster advertising a careering facility may be positioned either very close to it

or some distance away They are used along street in towns and cities on hoardings in

airport lounges railway carriages and the underground subways External signs on main

roads are particularly important for hotels restaurants and fast food drive in operations

who rely heavily on transient trade and it is therefore important for these advertisements

to be easily read and their messages understood quickly Traffic travelling at high speeds

must also be given adequate time to pull in posters displayed in the street in railways

carriages can afford to be more detailed because passengers and passers by will have

more time available to read them

Miscellaneous advertising media

This includes other forms of advertising media that may be used in addition to the major

channels discussed above For example door-to- door leaflet distribution leisure center

entrance tickets theater programs shop windows etc

Public Relations

Public relations are a communications and information process either personal or non-

personal operating within an hotelrsquos internal and operating within an hotelrsquos internal and

external environment It involves the creation of a favorable environment in which an

hotel can operate to the best of its advantages A hotel would typically be involved

internally in community council and government departments etc

Merchandising

The merchandising of catering operations involves the point of sale promotion of their

facilities using non-personal media Unlike advertising it is not a paid for from of

communication but like sales promotion is more concerned with influencing customer

behavior in the short them

Once customer are inside a restaurant they have already made their decision as to the type

of establishment they wish to eat in their subsequent decisions are concerned with what

particular aspects of the product they will now choose

Floor Stands

Floor stands or bulletin boards are particularly effective if used in waiting and receptions

areas to advertise special events forthcoming attractions and clubs people may be

waiting in a queue or for the arrival of other guests and therefore have the time to read

the notices on these stands In the work place they can be placed in areas with a high

throughput of pedestrian traffic for example in corridors and in general locations where

people congregates such as beside vending machines

Posters

Posters have a wider circulation than the previously described floor stands They may be

displayed in reception areas elevators and cloakrooms in the restaurants dining area

itself in fact they may be placed in any strategic positions where people have the time

available to read their messages

Wall displays

Illuminated will display are used extensively by fast- food operations showing enlarged

color photographs of the food and beverages available They are also used by wine bars

cocktails bars and lounges and look particularly attractive at night Blackboards are often

found in pubs bars school cafeterias and theme restaurants where the dish of the day and

other specials can be changed regularly along with their prices

Visual Food and Beverages Displays

It was once said that eat our eyes and if few other situations could be truer than in the

actual cooking and presentation of the food to the customer Visual selling in a catering

operation can be enhanced by the use of several techniques

1 Displays A good displays of well- presented food can do much to increase of a

product at a point of sale on the strength of its visual presentation with little or no

preconceived thoughts of buying that product

2 Trolleys or carts The use of trolleys or carts is another method of selling food and

beverages by using displays techniques

3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a

particular dish before presented to the customer or it may be used to cook a complete

dish

4 Other display cookery Some operations deliberately open up their food being

cooked for example steak houses where steaks are openly grilled on a charcoal grill

and other meat on rotating spits

5 Beverages displays The displays of beverages alcoholic and non- alcoholic can

also contribute to impulse purchases rather than being just a single coffee sale at the

end of a meal

Sales promotion

Sales promotion is a form of temporary incentive highlighting aspects of a product that

are not inherent to it Sales promotion may be aimed at customers distribution channels

and sales employees It does not necessarily occur at the point of sale although in many

instances it does

Sale promotion is used by operations for a number of reasons including the following

1 To increase the averages spend by customers and thereby increase the sales revenue

2 To promote a new product or range of products being featured by the operation for

example offering a new flavored milk shake in a take ndashaway facility at a reduced

price

3 To influence impulse purchasers towards a certain product or range of products for

example featuring Australian wine at a special discount price

4 To aid as a reminder during a long-term advertising campaign for example on long

established main items

Media

One crude effective advertising method is to pay someone to stand on a corner and wave a sign

all day commercial advertising media can include billboards (outdoor advertising) street

furniture components printed flyers radio cinema and television ads web magazines news

papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway

platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the

opening section of streaming audio and supermarket receipts

The TV commercials is generally considered the most effective mass- market advertising

format and this is reflected by the high prices TV networks charge for commercial airtime during

popular TV events The annual Super Bowl football game in the united states is known as much

for its commercial advertisement as for the game itself and the average cost of a single thirty-

second TV spot during this game has reached $43 million

TECHNIQUES

Advertisers use several recognizable techniques in order to better convince the public to buy a

product and shape the publicrsquos attitude towards their product These may include

Repetition Some advertisers concentrate on making sure their product is widely

recognized To that end they simply attempt to make the name remembered through

repetition

Bandwagon By implying that the product is widely used advertisers hope to continue

potential buyers to ldquoget on the bandwagonrdquo

Testimonials Advertisers often attempt to promote the superior quality of their product

through the testimony of ordinary users experts or both ldquoThree out of four dentists

recommendrdquo This approach often involves an appeal to authority

Pressure By attempting to make people choose quickly and without long consideration

some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo

Appeal to emotion Various techniques relating to manipulating emotion are used to get

people to buy a product Apart from artistic expressions intended for associative

purposes or to relax or excite the viewer Three common argumentative appeals to

emotion in product advertising are wishful thinking appeal to flattery and appeal to

ridicule

Advertising slogans These can employ a variety of techniques even a short phrase can

have extremely heavy-handed technique

Controversy As in the Benetton publicity campaign

Guerrilla advertising Advertising by association done in such a way so the target

audience does not know that they have been advertised to but their impression of the

product is increased if that is the intent of the advertiser

Subliminal messages It was feared that some advertisements would present hidden

messages for example through brief flashed messages or the soundtrack that would have

a hypnotic effect on viewers The notion that technique of hypnosis are used by

advertisers is now generally discredited though subliminal sexual messages are

supposedly

CHAPTER-4

DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

1 Total market share of Hotels in India

TAJ OBEROI LEELA ITC OTHERS

315 228 3 197 23

3150

2280

300

1970

2300

TajOberoiLeelaITCOthers

INTERPRETATION

The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and

others is 23

2 Total industry share

AIRLINES HOTELS TRAVEL AGENCY EVENT

MANAGEMENT

228 315 23 197

2280

3150

2300

1970

AirlinesHotelsTravel AgencyEvent Management

INTERPRETATION

Hotel Industry share is 315 as compare to other industry

3 Total sales of hotels in India

TAJ OBEROI LEELA ITC OTHERS

63 42 33 29 11

63

42

33

2911

TajOberoiLeelaITCOthers

INTERPRETATION

The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11

4 Comparative analysis of TAJ hotel with others

Taj ITC Oberois Leela others

Customer satisfaction 5 4 3 2 1

Infrastructure 4 3 2 2 1

Services offered 5 3 3 2 1

Locality (time destination) 4 4 3 2 1

Price 5 4 3 2 1

Taj Oberois ITC Leela Others0

05

1

15

2

25

3

35

4

45

5 46

28

36

2

1

Series1

INTERPRETATION

5 Which hotel people like to prefer

HOTEL PERCENTAGE

TAJ 30

OBEROI 20

ITC 25

LEELA 5

MARRIOT 75

HYATT 10

OTHERS 25

30

2025

5

8 103

TajOberoiITCLeelaMarriotHyattOthers

INTERPRETATION

Mostly people like to prefer taj hotel in compare to others

CHAPTER-5

FINDINGS

RECOMMENDATIONS

CONCLUSIONS

BIBLIOGRAPHY

FINDINGS

After consulting few Marketing Managers of hotel it is found that STAS (Short Term

Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be

exploited if any hotel aligns their long term strategies to it

The medium-term effect of Advertisement campaign was measured with reasonable precision

using regression analysis and the findings on these three parameters Ie

Rate your opinion on advertisement of following hotels

How well do you remember this advertisement

How would you rate the Internet Advertisement of the Hotel you wish to visit

Taj Hotels Advertisement was well remembered and their internet advertisement was rated good

which enhances their capabilities to acquire new customers

Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base

every day Also the advertisement got good rating

Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their

internet advertisement too was not appealing to the customers which can fail Hyatt to retain and

acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of

survey

Marriott Hotels also has received low rating for their advertisement and people participating in

the survey had found it difficult to recall the ad

Starwood Hotels have comparatively good advertisement as per the survey findings and their ad

is well remembered and embraced increasing their chances of acquiring new potential customers

CONCLUSION

The AdvertiserHotel provides the functional benefits The added values are mainly created and

built gradually but inexorably by the brands advertising It is a fair generalization that a brand is

the joint product of a sound and well-organized hotel and imaginative advertising

Although the agency writes the advertising campaigns these are also the concern of the

advertiser The advertisers contribution concentrates on the important managerial tasks of

evaluating the agencys proposals using their judgment to plan the business of the campaign

(especially budget and media) and most importantly measuring the campaigns effects in the

marketplace

Below are some measures to increase the effectiveness of Marketing Campaign of hotels

Pre-test to weed out ineffective advertisements

Determine advertisement budgets strategically

Media continuity not concentration

Use promotions tactically

Tactical Coordination of Marketing Communication

Redefining the Scope of Marketing Communication

Application of Information Technology

Financial and Strategic Integration

BIBLIOGRAPHY

wwwxotelscom

httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-

Trendsampid=1958842

httpwwwwebsuccess77comseven_ad_tipshtml

wwwhvsinternationalcom

httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf

httpwwwviewzonecomcognitivedissonancehtml

httpwwwiimbernetinnewsletterissues28

Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)

Wikipedia

Hotel Annual Report

Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A

Suryanarayana-A Srikant)

Merchandising

The merchandising of catering operations involves the point of sale promotion of their

facilities using non-personal media Unlike advertising it is not a paid for from of

communication but like sales promotion is more concerned with influencing customer

behavior in the short them

Once customer are inside a restaurant they have already made their decision as to the type

of establishment they wish to eat in their subsequent decisions are concerned with what

particular aspects of the product they will now choose

Floor Stands

Floor stands or bulletin boards are particularly effective if used in waiting and receptions

areas to advertise special events forthcoming attractions and clubs people may be

waiting in a queue or for the arrival of other guests and therefore have the time to read

the notices on these stands In the work place they can be placed in areas with a high

throughput of pedestrian traffic for example in corridors and in general locations where

people congregates such as beside vending machines

Posters

Posters have a wider circulation than the previously described floor stands They may be

displayed in reception areas elevators and cloakrooms in the restaurants dining area

itself in fact they may be placed in any strategic positions where people have the time

available to read their messages

Wall displays

Illuminated will display are used extensively by fast- food operations showing enlarged

color photographs of the food and beverages available They are also used by wine bars

cocktails bars and lounges and look particularly attractive at night Blackboards are often

found in pubs bars school cafeterias and theme restaurants where the dish of the day and

other specials can be changed regularly along with their prices

Visual Food and Beverages Displays

It was once said that eat our eyes and if few other situations could be truer than in the

actual cooking and presentation of the food to the customer Visual selling in a catering

operation can be enhanced by the use of several techniques

1 Displays A good displays of well- presented food can do much to increase of a

product at a point of sale on the strength of its visual presentation with little or no

preconceived thoughts of buying that product

2 Trolleys or carts The use of trolleys or carts is another method of selling food and

beverages by using displays techniques

3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a

particular dish before presented to the customer or it may be used to cook a complete

dish

4 Other display cookery Some operations deliberately open up their food being

cooked for example steak houses where steaks are openly grilled on a charcoal grill

and other meat on rotating spits

5 Beverages displays The displays of beverages alcoholic and non- alcoholic can

also contribute to impulse purchases rather than being just a single coffee sale at the

end of a meal

Sales promotion

Sales promotion is a form of temporary incentive highlighting aspects of a product that

are not inherent to it Sales promotion may be aimed at customers distribution channels

and sales employees It does not necessarily occur at the point of sale although in many

instances it does

Sale promotion is used by operations for a number of reasons including the following

1 To increase the averages spend by customers and thereby increase the sales revenue

2 To promote a new product or range of products being featured by the operation for

example offering a new flavored milk shake in a take ndashaway facility at a reduced

price

3 To influence impulse purchasers towards a certain product or range of products for

example featuring Australian wine at a special discount price

4 To aid as a reminder during a long-term advertising campaign for example on long

established main items

Media

One crude effective advertising method is to pay someone to stand on a corner and wave a sign

all day commercial advertising media can include billboards (outdoor advertising) street

furniture components printed flyers radio cinema and television ads web magazines news

papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway

platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the

opening section of streaming audio and supermarket receipts

The TV commercials is generally considered the most effective mass- market advertising

format and this is reflected by the high prices TV networks charge for commercial airtime during

popular TV events The annual Super Bowl football game in the united states is known as much

for its commercial advertisement as for the game itself and the average cost of a single thirty-

second TV spot during this game has reached $43 million

TECHNIQUES

Advertisers use several recognizable techniques in order to better convince the public to buy a

product and shape the publicrsquos attitude towards their product These may include

Repetition Some advertisers concentrate on making sure their product is widely

recognized To that end they simply attempt to make the name remembered through

repetition

Bandwagon By implying that the product is widely used advertisers hope to continue

potential buyers to ldquoget on the bandwagonrdquo

Testimonials Advertisers often attempt to promote the superior quality of their product

through the testimony of ordinary users experts or both ldquoThree out of four dentists

recommendrdquo This approach often involves an appeal to authority

Pressure By attempting to make people choose quickly and without long consideration

some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo

Appeal to emotion Various techniques relating to manipulating emotion are used to get

people to buy a product Apart from artistic expressions intended for associative

purposes or to relax or excite the viewer Three common argumentative appeals to

emotion in product advertising are wishful thinking appeal to flattery and appeal to

ridicule

Advertising slogans These can employ a variety of techniques even a short phrase can

have extremely heavy-handed technique

Controversy As in the Benetton publicity campaign

Guerrilla advertising Advertising by association done in such a way so the target

audience does not know that they have been advertised to but their impression of the

product is increased if that is the intent of the advertiser

Subliminal messages It was feared that some advertisements would present hidden

messages for example through brief flashed messages or the soundtrack that would have

a hypnotic effect on viewers The notion that technique of hypnosis are used by

advertisers is now generally discredited though subliminal sexual messages are

supposedly

CHAPTER-4

DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

1 Total market share of Hotels in India

TAJ OBEROI LEELA ITC OTHERS

315 228 3 197 23

3150

2280

300

1970

2300

TajOberoiLeelaITCOthers

INTERPRETATION

The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and

others is 23

2 Total industry share

AIRLINES HOTELS TRAVEL AGENCY EVENT

MANAGEMENT

228 315 23 197

2280

3150

2300

1970

AirlinesHotelsTravel AgencyEvent Management

INTERPRETATION

Hotel Industry share is 315 as compare to other industry

3 Total sales of hotels in India

TAJ OBEROI LEELA ITC OTHERS

63 42 33 29 11

63

42

33

2911

TajOberoiLeelaITCOthers

INTERPRETATION

The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11

4 Comparative analysis of TAJ hotel with others

Taj ITC Oberois Leela others

Customer satisfaction 5 4 3 2 1

Infrastructure 4 3 2 2 1

Services offered 5 3 3 2 1

Locality (time destination) 4 4 3 2 1

Price 5 4 3 2 1

Taj Oberois ITC Leela Others0

05

1

15

2

25

3

35

4

45

5 46

28

36

2

1

Series1

INTERPRETATION

5 Which hotel people like to prefer

HOTEL PERCENTAGE

TAJ 30

OBEROI 20

ITC 25

LEELA 5

MARRIOT 75

HYATT 10

OTHERS 25

30

2025

5

8 103

TajOberoiITCLeelaMarriotHyattOthers

INTERPRETATION

Mostly people like to prefer taj hotel in compare to others

CHAPTER-5

FINDINGS

RECOMMENDATIONS

CONCLUSIONS

BIBLIOGRAPHY

FINDINGS

After consulting few Marketing Managers of hotel it is found that STAS (Short Term

Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be

exploited if any hotel aligns their long term strategies to it

The medium-term effect of Advertisement campaign was measured with reasonable precision

using regression analysis and the findings on these three parameters Ie

Rate your opinion on advertisement of following hotels

How well do you remember this advertisement

How would you rate the Internet Advertisement of the Hotel you wish to visit

Taj Hotels Advertisement was well remembered and their internet advertisement was rated good

which enhances their capabilities to acquire new customers

Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base

every day Also the advertisement got good rating

Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their

internet advertisement too was not appealing to the customers which can fail Hyatt to retain and

acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of

survey

Marriott Hotels also has received low rating for their advertisement and people participating in

the survey had found it difficult to recall the ad

Starwood Hotels have comparatively good advertisement as per the survey findings and their ad

is well remembered and embraced increasing their chances of acquiring new potential customers

CONCLUSION

The AdvertiserHotel provides the functional benefits The added values are mainly created and

built gradually but inexorably by the brands advertising It is a fair generalization that a brand is

the joint product of a sound and well-organized hotel and imaginative advertising

Although the agency writes the advertising campaigns these are also the concern of the

advertiser The advertisers contribution concentrates on the important managerial tasks of

evaluating the agencys proposals using their judgment to plan the business of the campaign

(especially budget and media) and most importantly measuring the campaigns effects in the

marketplace

Below are some measures to increase the effectiveness of Marketing Campaign of hotels

Pre-test to weed out ineffective advertisements

Determine advertisement budgets strategically

Media continuity not concentration

Use promotions tactically

Tactical Coordination of Marketing Communication

Redefining the Scope of Marketing Communication

Application of Information Technology

Financial and Strategic Integration

BIBLIOGRAPHY

wwwxotelscom

httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-

Trendsampid=1958842

httpwwwwebsuccess77comseven_ad_tipshtml

wwwhvsinternationalcom

httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf

httpwwwviewzonecomcognitivedissonancehtml

httpwwwiimbernetinnewsletterissues28

Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)

Wikipedia

Hotel Annual Report

Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A

Suryanarayana-A Srikant)

Visual Food and Beverages Displays

It was once said that eat our eyes and if few other situations could be truer than in the

actual cooking and presentation of the food to the customer Visual selling in a catering

operation can be enhanced by the use of several techniques

1 Displays A good displays of well- presented food can do much to increase of a

product at a point of sale on the strength of its visual presentation with little or no

preconceived thoughts of buying that product

2 Trolleys or carts The use of trolleys or carts is another method of selling food and

beverages by using displays techniques

3 Guerdon cookery A guerdon trolley in a restaurant may be used for lsquofinishing offrsquo a

particular dish before presented to the customer or it may be used to cook a complete

dish

4 Other display cookery Some operations deliberately open up their food being

cooked for example steak houses where steaks are openly grilled on a charcoal grill

and other meat on rotating spits

5 Beverages displays The displays of beverages alcoholic and non- alcoholic can

also contribute to impulse purchases rather than being just a single coffee sale at the

end of a meal

Sales promotion

Sales promotion is a form of temporary incentive highlighting aspects of a product that

are not inherent to it Sales promotion may be aimed at customers distribution channels

and sales employees It does not necessarily occur at the point of sale although in many

instances it does

Sale promotion is used by operations for a number of reasons including the following

1 To increase the averages spend by customers and thereby increase the sales revenue

2 To promote a new product or range of products being featured by the operation for

example offering a new flavored milk shake in a take ndashaway facility at a reduced

price

3 To influence impulse purchasers towards a certain product or range of products for

example featuring Australian wine at a special discount price

4 To aid as a reminder during a long-term advertising campaign for example on long

established main items

Media

One crude effective advertising method is to pay someone to stand on a corner and wave a sign

all day commercial advertising media can include billboards (outdoor advertising) street

furniture components printed flyers radio cinema and television ads web magazines news

papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway

platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the

opening section of streaming audio and supermarket receipts

The TV commercials is generally considered the most effective mass- market advertising

format and this is reflected by the high prices TV networks charge for commercial airtime during

popular TV events The annual Super Bowl football game in the united states is known as much

for its commercial advertisement as for the game itself and the average cost of a single thirty-

second TV spot during this game has reached $43 million

TECHNIQUES

Advertisers use several recognizable techniques in order to better convince the public to buy a

product and shape the publicrsquos attitude towards their product These may include

Repetition Some advertisers concentrate on making sure their product is widely

recognized To that end they simply attempt to make the name remembered through

repetition

Bandwagon By implying that the product is widely used advertisers hope to continue

potential buyers to ldquoget on the bandwagonrdquo

Testimonials Advertisers often attempt to promote the superior quality of their product

through the testimony of ordinary users experts or both ldquoThree out of four dentists

recommendrdquo This approach often involves an appeal to authority

Pressure By attempting to make people choose quickly and without long consideration

some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo

Appeal to emotion Various techniques relating to manipulating emotion are used to get

people to buy a product Apart from artistic expressions intended for associative

purposes or to relax or excite the viewer Three common argumentative appeals to

emotion in product advertising are wishful thinking appeal to flattery and appeal to

ridicule

Advertising slogans These can employ a variety of techniques even a short phrase can

have extremely heavy-handed technique

Controversy As in the Benetton publicity campaign

Guerrilla advertising Advertising by association done in such a way so the target

audience does not know that they have been advertised to but their impression of the

product is increased if that is the intent of the advertiser

Subliminal messages It was feared that some advertisements would present hidden

messages for example through brief flashed messages or the soundtrack that would have

a hypnotic effect on viewers The notion that technique of hypnosis are used by

advertisers is now generally discredited though subliminal sexual messages are

supposedly

CHAPTER-4

DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

1 Total market share of Hotels in India

TAJ OBEROI LEELA ITC OTHERS

315 228 3 197 23

3150

2280

300

1970

2300

TajOberoiLeelaITCOthers

INTERPRETATION

The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and

others is 23

2 Total industry share

AIRLINES HOTELS TRAVEL AGENCY EVENT

MANAGEMENT

228 315 23 197

2280

3150

2300

1970

AirlinesHotelsTravel AgencyEvent Management

INTERPRETATION

Hotel Industry share is 315 as compare to other industry

3 Total sales of hotels in India

TAJ OBEROI LEELA ITC OTHERS

63 42 33 29 11

63

42

33

2911

TajOberoiLeelaITCOthers

INTERPRETATION

The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11

4 Comparative analysis of TAJ hotel with others

Taj ITC Oberois Leela others

Customer satisfaction 5 4 3 2 1

Infrastructure 4 3 2 2 1

Services offered 5 3 3 2 1

Locality (time destination) 4 4 3 2 1

Price 5 4 3 2 1

Taj Oberois ITC Leela Others0

05

1

15

2

25

3

35

4

45

5 46

28

36

2

1

Series1

INTERPRETATION

5 Which hotel people like to prefer

HOTEL PERCENTAGE

TAJ 30

OBEROI 20

ITC 25

LEELA 5

MARRIOT 75

HYATT 10

OTHERS 25

30

2025

5

8 103

TajOberoiITCLeelaMarriotHyattOthers

INTERPRETATION

Mostly people like to prefer taj hotel in compare to others

CHAPTER-5

FINDINGS

RECOMMENDATIONS

CONCLUSIONS

BIBLIOGRAPHY

FINDINGS

After consulting few Marketing Managers of hotel it is found that STAS (Short Term

Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be

exploited if any hotel aligns their long term strategies to it

The medium-term effect of Advertisement campaign was measured with reasonable precision

using regression analysis and the findings on these three parameters Ie

Rate your opinion on advertisement of following hotels

How well do you remember this advertisement

How would you rate the Internet Advertisement of the Hotel you wish to visit

Taj Hotels Advertisement was well remembered and their internet advertisement was rated good

which enhances their capabilities to acquire new customers

Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base

every day Also the advertisement got good rating

Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their

internet advertisement too was not appealing to the customers which can fail Hyatt to retain and

acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of

survey

Marriott Hotels also has received low rating for their advertisement and people participating in

the survey had found it difficult to recall the ad

Starwood Hotels have comparatively good advertisement as per the survey findings and their ad

is well remembered and embraced increasing their chances of acquiring new potential customers

CONCLUSION

The AdvertiserHotel provides the functional benefits The added values are mainly created and

built gradually but inexorably by the brands advertising It is a fair generalization that a brand is

the joint product of a sound and well-organized hotel and imaginative advertising

Although the agency writes the advertising campaigns these are also the concern of the

advertiser The advertisers contribution concentrates on the important managerial tasks of

evaluating the agencys proposals using their judgment to plan the business of the campaign

(especially budget and media) and most importantly measuring the campaigns effects in the

marketplace

Below are some measures to increase the effectiveness of Marketing Campaign of hotels

Pre-test to weed out ineffective advertisements

Determine advertisement budgets strategically

Media continuity not concentration

Use promotions tactically

Tactical Coordination of Marketing Communication

Redefining the Scope of Marketing Communication

Application of Information Technology

Financial and Strategic Integration

BIBLIOGRAPHY

wwwxotelscom

httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-

Trendsampid=1958842

httpwwwwebsuccess77comseven_ad_tipshtml

wwwhvsinternationalcom

httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf

httpwwwviewzonecomcognitivedissonancehtml

httpwwwiimbernetinnewsletterissues28

Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)

Wikipedia

Hotel Annual Report

Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A

Suryanarayana-A Srikant)

3 To influence impulse purchasers towards a certain product or range of products for

example featuring Australian wine at a special discount price

4 To aid as a reminder during a long-term advertising campaign for example on long

established main items

Media

One crude effective advertising method is to pay someone to stand on a corner and wave a sign

all day commercial advertising media can include billboards (outdoor advertising) street

furniture components printed flyers radio cinema and television ads web magazines news

papers town criers sides of buses taxicab doors and roof mounts musical stage shows subway

platforms and trains elastic bands on disposable diapers stickers on apples in supermarkets the

opening section of streaming audio and supermarket receipts

The TV commercials is generally considered the most effective mass- market advertising

format and this is reflected by the high prices TV networks charge for commercial airtime during

popular TV events The annual Super Bowl football game in the united states is known as much

for its commercial advertisement as for the game itself and the average cost of a single thirty-

second TV spot during this game has reached $43 million

TECHNIQUES

Advertisers use several recognizable techniques in order to better convince the public to buy a

product and shape the publicrsquos attitude towards their product These may include

Repetition Some advertisers concentrate on making sure their product is widely

recognized To that end they simply attempt to make the name remembered through

repetition

Bandwagon By implying that the product is widely used advertisers hope to continue

potential buyers to ldquoget on the bandwagonrdquo

Testimonials Advertisers often attempt to promote the superior quality of their product

through the testimony of ordinary users experts or both ldquoThree out of four dentists

recommendrdquo This approach often involves an appeal to authority

Pressure By attempting to make people choose quickly and without long consideration

some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo

Appeal to emotion Various techniques relating to manipulating emotion are used to get

people to buy a product Apart from artistic expressions intended for associative

purposes or to relax or excite the viewer Three common argumentative appeals to

emotion in product advertising are wishful thinking appeal to flattery and appeal to

ridicule

Advertising slogans These can employ a variety of techniques even a short phrase can

have extremely heavy-handed technique

Controversy As in the Benetton publicity campaign

Guerrilla advertising Advertising by association done in such a way so the target

audience does not know that they have been advertised to but their impression of the

product is increased if that is the intent of the advertiser

Subliminal messages It was feared that some advertisements would present hidden

messages for example through brief flashed messages or the soundtrack that would have

a hypnotic effect on viewers The notion that technique of hypnosis are used by

advertisers is now generally discredited though subliminal sexual messages are

supposedly

CHAPTER-4

DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

1 Total market share of Hotels in India

TAJ OBEROI LEELA ITC OTHERS

315 228 3 197 23

3150

2280

300

1970

2300

TajOberoiLeelaITCOthers

INTERPRETATION

The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and

others is 23

2 Total industry share

AIRLINES HOTELS TRAVEL AGENCY EVENT

MANAGEMENT

228 315 23 197

2280

3150

2300

1970

AirlinesHotelsTravel AgencyEvent Management

INTERPRETATION

Hotel Industry share is 315 as compare to other industry

3 Total sales of hotels in India

TAJ OBEROI LEELA ITC OTHERS

63 42 33 29 11

63

42

33

2911

TajOberoiLeelaITCOthers

INTERPRETATION

The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11

4 Comparative analysis of TAJ hotel with others

Taj ITC Oberois Leela others

Customer satisfaction 5 4 3 2 1

Infrastructure 4 3 2 2 1

Services offered 5 3 3 2 1

Locality (time destination) 4 4 3 2 1

Price 5 4 3 2 1

Taj Oberois ITC Leela Others0

05

1

15

2

25

3

35

4

45

5 46

28

36

2

1

Series1

INTERPRETATION

5 Which hotel people like to prefer

HOTEL PERCENTAGE

TAJ 30

OBEROI 20

ITC 25

LEELA 5

MARRIOT 75

HYATT 10

OTHERS 25

30

2025

5

8 103

TajOberoiITCLeelaMarriotHyattOthers

INTERPRETATION

Mostly people like to prefer taj hotel in compare to others

CHAPTER-5

FINDINGS

RECOMMENDATIONS

CONCLUSIONS

BIBLIOGRAPHY

FINDINGS

After consulting few Marketing Managers of hotel it is found that STAS (Short Term

Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be

exploited if any hotel aligns their long term strategies to it

The medium-term effect of Advertisement campaign was measured with reasonable precision

using regression analysis and the findings on these three parameters Ie

Rate your opinion on advertisement of following hotels

How well do you remember this advertisement

How would you rate the Internet Advertisement of the Hotel you wish to visit

Taj Hotels Advertisement was well remembered and their internet advertisement was rated good

which enhances their capabilities to acquire new customers

Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base

every day Also the advertisement got good rating

Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their

internet advertisement too was not appealing to the customers which can fail Hyatt to retain and

acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of

survey

Marriott Hotels also has received low rating for their advertisement and people participating in

the survey had found it difficult to recall the ad

Starwood Hotels have comparatively good advertisement as per the survey findings and their ad

is well remembered and embraced increasing their chances of acquiring new potential customers

CONCLUSION

The AdvertiserHotel provides the functional benefits The added values are mainly created and

built gradually but inexorably by the brands advertising It is a fair generalization that a brand is

the joint product of a sound and well-organized hotel and imaginative advertising

Although the agency writes the advertising campaigns these are also the concern of the

advertiser The advertisers contribution concentrates on the important managerial tasks of

evaluating the agencys proposals using their judgment to plan the business of the campaign

(especially budget and media) and most importantly measuring the campaigns effects in the

marketplace

Below are some measures to increase the effectiveness of Marketing Campaign of hotels

Pre-test to weed out ineffective advertisements

Determine advertisement budgets strategically

Media continuity not concentration

Use promotions tactically

Tactical Coordination of Marketing Communication

Redefining the Scope of Marketing Communication

Application of Information Technology

Financial and Strategic Integration

BIBLIOGRAPHY

wwwxotelscom

httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-

Trendsampid=1958842

httpwwwwebsuccess77comseven_ad_tipshtml

wwwhvsinternationalcom

httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf

httpwwwviewzonecomcognitivedissonancehtml

httpwwwiimbernetinnewsletterissues28

Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)

Wikipedia

Hotel Annual Report

Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A

Suryanarayana-A Srikant)

Pressure By attempting to make people choose quickly and without long consideration

some advertisers hope to make rapid sales ldquoBuy now before theyrsquore all gonerdquo

Appeal to emotion Various techniques relating to manipulating emotion are used to get

people to buy a product Apart from artistic expressions intended for associative

purposes or to relax or excite the viewer Three common argumentative appeals to

emotion in product advertising are wishful thinking appeal to flattery and appeal to

ridicule

Advertising slogans These can employ a variety of techniques even a short phrase can

have extremely heavy-handed technique

Controversy As in the Benetton publicity campaign

Guerrilla advertising Advertising by association done in such a way so the target

audience does not know that they have been advertised to but their impression of the

product is increased if that is the intent of the advertiser

Subliminal messages It was feared that some advertisements would present hidden

messages for example through brief flashed messages or the soundtrack that would have

a hypnotic effect on viewers The notion that technique of hypnosis are used by

advertisers is now generally discredited though subliminal sexual messages are

supposedly

CHAPTER-4

DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

1 Total market share of Hotels in India

TAJ OBEROI LEELA ITC OTHERS

315 228 3 197 23

3150

2280

300

1970

2300

TajOberoiLeelaITCOthers

INTERPRETATION

The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and

others is 23

2 Total industry share

AIRLINES HOTELS TRAVEL AGENCY EVENT

MANAGEMENT

228 315 23 197

2280

3150

2300

1970

AirlinesHotelsTravel AgencyEvent Management

INTERPRETATION

Hotel Industry share is 315 as compare to other industry

3 Total sales of hotels in India

TAJ OBEROI LEELA ITC OTHERS

63 42 33 29 11

63

42

33

2911

TajOberoiLeelaITCOthers

INTERPRETATION

The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11

4 Comparative analysis of TAJ hotel with others

Taj ITC Oberois Leela others

Customer satisfaction 5 4 3 2 1

Infrastructure 4 3 2 2 1

Services offered 5 3 3 2 1

Locality (time destination) 4 4 3 2 1

Price 5 4 3 2 1

Taj Oberois ITC Leela Others0

05

1

15

2

25

3

35

4

45

5 46

28

36

2

1

Series1

INTERPRETATION

5 Which hotel people like to prefer

HOTEL PERCENTAGE

TAJ 30

OBEROI 20

ITC 25

LEELA 5

MARRIOT 75

HYATT 10

OTHERS 25

30

2025

5

8 103

TajOberoiITCLeelaMarriotHyattOthers

INTERPRETATION

Mostly people like to prefer taj hotel in compare to others

CHAPTER-5

FINDINGS

RECOMMENDATIONS

CONCLUSIONS

BIBLIOGRAPHY

FINDINGS

After consulting few Marketing Managers of hotel it is found that STAS (Short Term

Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be

exploited if any hotel aligns their long term strategies to it

The medium-term effect of Advertisement campaign was measured with reasonable precision

using regression analysis and the findings on these three parameters Ie

Rate your opinion on advertisement of following hotels

How well do you remember this advertisement

How would you rate the Internet Advertisement of the Hotel you wish to visit

Taj Hotels Advertisement was well remembered and their internet advertisement was rated good

which enhances their capabilities to acquire new customers

Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base

every day Also the advertisement got good rating

Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their

internet advertisement too was not appealing to the customers which can fail Hyatt to retain and

acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of

survey

Marriott Hotels also has received low rating for their advertisement and people participating in

the survey had found it difficult to recall the ad

Starwood Hotels have comparatively good advertisement as per the survey findings and their ad

is well remembered and embraced increasing their chances of acquiring new potential customers

CONCLUSION

The AdvertiserHotel provides the functional benefits The added values are mainly created and

built gradually but inexorably by the brands advertising It is a fair generalization that a brand is

the joint product of a sound and well-organized hotel and imaginative advertising

Although the agency writes the advertising campaigns these are also the concern of the

advertiser The advertisers contribution concentrates on the important managerial tasks of

evaluating the agencys proposals using their judgment to plan the business of the campaign

(especially budget and media) and most importantly measuring the campaigns effects in the

marketplace

Below are some measures to increase the effectiveness of Marketing Campaign of hotels

Pre-test to weed out ineffective advertisements

Determine advertisement budgets strategically

Media continuity not concentration

Use promotions tactically

Tactical Coordination of Marketing Communication

Redefining the Scope of Marketing Communication

Application of Information Technology

Financial and Strategic Integration

BIBLIOGRAPHY

wwwxotelscom

httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-

Trendsampid=1958842

httpwwwwebsuccess77comseven_ad_tipshtml

wwwhvsinternationalcom

httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf

httpwwwviewzonecomcognitivedissonancehtml

httpwwwiimbernetinnewsletterissues28

Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)

Wikipedia

Hotel Annual Report

Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A

Suryanarayana-A Srikant)

CHAPTER-4

DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

1 Total market share of Hotels in India

TAJ OBEROI LEELA ITC OTHERS

315 228 3 197 23

3150

2280

300

1970

2300

TajOberoiLeelaITCOthers

INTERPRETATION

The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and

others is 23

2 Total industry share

AIRLINES HOTELS TRAVEL AGENCY EVENT

MANAGEMENT

228 315 23 197

2280

3150

2300

1970

AirlinesHotelsTravel AgencyEvent Management

INTERPRETATION

Hotel Industry share is 315 as compare to other industry

3 Total sales of hotels in India

TAJ OBEROI LEELA ITC OTHERS

63 42 33 29 11

63

42

33

2911

TajOberoiLeelaITCOthers

INTERPRETATION

The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11

4 Comparative analysis of TAJ hotel with others

Taj ITC Oberois Leela others

Customer satisfaction 5 4 3 2 1

Infrastructure 4 3 2 2 1

Services offered 5 3 3 2 1

Locality (time destination) 4 4 3 2 1

Price 5 4 3 2 1

Taj Oberois ITC Leela Others0

05

1

15

2

25

3

35

4

45

5 46

28

36

2

1

Series1

INTERPRETATION

5 Which hotel people like to prefer

HOTEL PERCENTAGE

TAJ 30

OBEROI 20

ITC 25

LEELA 5

MARRIOT 75

HYATT 10

OTHERS 25

30

2025

5

8 103

TajOberoiITCLeelaMarriotHyattOthers

INTERPRETATION

Mostly people like to prefer taj hotel in compare to others

CHAPTER-5

FINDINGS

RECOMMENDATIONS

CONCLUSIONS

BIBLIOGRAPHY

FINDINGS

After consulting few Marketing Managers of hotel it is found that STAS (Short Term

Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be

exploited if any hotel aligns their long term strategies to it

The medium-term effect of Advertisement campaign was measured with reasonable precision

using regression analysis and the findings on these three parameters Ie

Rate your opinion on advertisement of following hotels

How well do you remember this advertisement

How would you rate the Internet Advertisement of the Hotel you wish to visit

Taj Hotels Advertisement was well remembered and their internet advertisement was rated good

which enhances their capabilities to acquire new customers

Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base

every day Also the advertisement got good rating

Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their

internet advertisement too was not appealing to the customers which can fail Hyatt to retain and

acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of

survey

Marriott Hotels also has received low rating for their advertisement and people participating in

the survey had found it difficult to recall the ad

Starwood Hotels have comparatively good advertisement as per the survey findings and their ad

is well remembered and embraced increasing their chances of acquiring new potential customers

CONCLUSION

The AdvertiserHotel provides the functional benefits The added values are mainly created and

built gradually but inexorably by the brands advertising It is a fair generalization that a brand is

the joint product of a sound and well-organized hotel and imaginative advertising

Although the agency writes the advertising campaigns these are also the concern of the

advertiser The advertisers contribution concentrates on the important managerial tasks of

evaluating the agencys proposals using their judgment to plan the business of the campaign

(especially budget and media) and most importantly measuring the campaigns effects in the

marketplace

Below are some measures to increase the effectiveness of Marketing Campaign of hotels

Pre-test to weed out ineffective advertisements

Determine advertisement budgets strategically

Media continuity not concentration

Use promotions tactically

Tactical Coordination of Marketing Communication

Redefining the Scope of Marketing Communication

Application of Information Technology

Financial and Strategic Integration

BIBLIOGRAPHY

wwwxotelscom

httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-

Trendsampid=1958842

httpwwwwebsuccess77comseven_ad_tipshtml

wwwhvsinternationalcom

httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf

httpwwwviewzonecomcognitivedissonancehtml

httpwwwiimbernetinnewsletterissues28

Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)

Wikipedia

Hotel Annual Report

Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A

Suryanarayana-A Srikant)

DATA ANALYSIS AND INTERPRETATION

1 Total market share of Hotels in India

TAJ OBEROI LEELA ITC OTHERS

315 228 3 197 23

3150

2280

300

1970

2300

TajOberoiLeelaITCOthers

INTERPRETATION

The total market share of Taj hotel is 315 Oberoi is 228 Leela is 3 ITC is 197 and

others is 23

2 Total industry share

AIRLINES HOTELS TRAVEL AGENCY EVENT

MANAGEMENT

228 315 23 197

2280

3150

2300

1970

AirlinesHotelsTravel AgencyEvent Management

INTERPRETATION

Hotel Industry share is 315 as compare to other industry

3 Total sales of hotels in India

TAJ OBEROI LEELA ITC OTHERS

63 42 33 29 11

63

42

33

2911

TajOberoiLeelaITCOthers

INTERPRETATION

The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11

4 Comparative analysis of TAJ hotel with others

Taj ITC Oberois Leela others

Customer satisfaction 5 4 3 2 1

Infrastructure 4 3 2 2 1

Services offered 5 3 3 2 1

Locality (time destination) 4 4 3 2 1

Price 5 4 3 2 1

Taj Oberois ITC Leela Others0

05

1

15

2

25

3

35

4

45

5 46

28

36

2

1

Series1

INTERPRETATION

5 Which hotel people like to prefer

HOTEL PERCENTAGE

TAJ 30

OBEROI 20

ITC 25

LEELA 5

MARRIOT 75

HYATT 10

OTHERS 25

30

2025

5

8 103

TajOberoiITCLeelaMarriotHyattOthers

INTERPRETATION

Mostly people like to prefer taj hotel in compare to others

CHAPTER-5

FINDINGS

RECOMMENDATIONS

CONCLUSIONS

BIBLIOGRAPHY

FINDINGS

After consulting few Marketing Managers of hotel it is found that STAS (Short Term

Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be

exploited if any hotel aligns their long term strategies to it

The medium-term effect of Advertisement campaign was measured with reasonable precision

using regression analysis and the findings on these three parameters Ie

Rate your opinion on advertisement of following hotels

How well do you remember this advertisement

How would you rate the Internet Advertisement of the Hotel you wish to visit

Taj Hotels Advertisement was well remembered and their internet advertisement was rated good

which enhances their capabilities to acquire new customers

Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base

every day Also the advertisement got good rating

Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their

internet advertisement too was not appealing to the customers which can fail Hyatt to retain and

acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of

survey

Marriott Hotels also has received low rating for their advertisement and people participating in

the survey had found it difficult to recall the ad

Starwood Hotels have comparatively good advertisement as per the survey findings and their ad

is well remembered and embraced increasing their chances of acquiring new potential customers

CONCLUSION

The AdvertiserHotel provides the functional benefits The added values are mainly created and

built gradually but inexorably by the brands advertising It is a fair generalization that a brand is

the joint product of a sound and well-organized hotel and imaginative advertising

Although the agency writes the advertising campaigns these are also the concern of the

advertiser The advertisers contribution concentrates on the important managerial tasks of

evaluating the agencys proposals using their judgment to plan the business of the campaign

(especially budget and media) and most importantly measuring the campaigns effects in the

marketplace

Below are some measures to increase the effectiveness of Marketing Campaign of hotels

Pre-test to weed out ineffective advertisements

Determine advertisement budgets strategically

Media continuity not concentration

Use promotions tactically

Tactical Coordination of Marketing Communication

Redefining the Scope of Marketing Communication

Application of Information Technology

Financial and Strategic Integration

BIBLIOGRAPHY

wwwxotelscom

httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-

Trendsampid=1958842

httpwwwwebsuccess77comseven_ad_tipshtml

wwwhvsinternationalcom

httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf

httpwwwviewzonecomcognitivedissonancehtml

httpwwwiimbernetinnewsletterissues28

Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)

Wikipedia

Hotel Annual Report

Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A

Suryanarayana-A Srikant)

2 Total industry share

AIRLINES HOTELS TRAVEL AGENCY EVENT

MANAGEMENT

228 315 23 197

2280

3150

2300

1970

AirlinesHotelsTravel AgencyEvent Management

INTERPRETATION

Hotel Industry share is 315 as compare to other industry

3 Total sales of hotels in India

TAJ OBEROI LEELA ITC OTHERS

63 42 33 29 11

63

42

33

2911

TajOberoiLeelaITCOthers

INTERPRETATION

The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11

4 Comparative analysis of TAJ hotel with others

Taj ITC Oberois Leela others

Customer satisfaction 5 4 3 2 1

Infrastructure 4 3 2 2 1

Services offered 5 3 3 2 1

Locality (time destination) 4 4 3 2 1

Price 5 4 3 2 1

Taj Oberois ITC Leela Others0

05

1

15

2

25

3

35

4

45

5 46

28

36

2

1

Series1

INTERPRETATION

5 Which hotel people like to prefer

HOTEL PERCENTAGE

TAJ 30

OBEROI 20

ITC 25

LEELA 5

MARRIOT 75

HYATT 10

OTHERS 25

30

2025

5

8 103

TajOberoiITCLeelaMarriotHyattOthers

INTERPRETATION

Mostly people like to prefer taj hotel in compare to others

CHAPTER-5

FINDINGS

RECOMMENDATIONS

CONCLUSIONS

BIBLIOGRAPHY

FINDINGS

After consulting few Marketing Managers of hotel it is found that STAS (Short Term

Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be

exploited if any hotel aligns their long term strategies to it

The medium-term effect of Advertisement campaign was measured with reasonable precision

using regression analysis and the findings on these three parameters Ie

Rate your opinion on advertisement of following hotels

How well do you remember this advertisement

How would you rate the Internet Advertisement of the Hotel you wish to visit

Taj Hotels Advertisement was well remembered and their internet advertisement was rated good

which enhances their capabilities to acquire new customers

Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base

every day Also the advertisement got good rating

Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their

internet advertisement too was not appealing to the customers which can fail Hyatt to retain and

acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of

survey

Marriott Hotels also has received low rating for their advertisement and people participating in

the survey had found it difficult to recall the ad

Starwood Hotels have comparatively good advertisement as per the survey findings and their ad

is well remembered and embraced increasing their chances of acquiring new potential customers

CONCLUSION

The AdvertiserHotel provides the functional benefits The added values are mainly created and

built gradually but inexorably by the brands advertising It is a fair generalization that a brand is

the joint product of a sound and well-organized hotel and imaginative advertising

Although the agency writes the advertising campaigns these are also the concern of the

advertiser The advertisers contribution concentrates on the important managerial tasks of

evaluating the agencys proposals using their judgment to plan the business of the campaign

(especially budget and media) and most importantly measuring the campaigns effects in the

marketplace

Below are some measures to increase the effectiveness of Marketing Campaign of hotels

Pre-test to weed out ineffective advertisements

Determine advertisement budgets strategically

Media continuity not concentration

Use promotions tactically

Tactical Coordination of Marketing Communication

Redefining the Scope of Marketing Communication

Application of Information Technology

Financial and Strategic Integration

BIBLIOGRAPHY

wwwxotelscom

httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-

Trendsampid=1958842

httpwwwwebsuccess77comseven_ad_tipshtml

wwwhvsinternationalcom

httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf

httpwwwviewzonecomcognitivedissonancehtml

httpwwwiimbernetinnewsletterissues28

Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)

Wikipedia

Hotel Annual Report

Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A

Suryanarayana-A Srikant)

3 Total sales of hotels in India

TAJ OBEROI LEELA ITC OTHERS

63 42 33 29 11

63

42

33

2911

TajOberoiLeelaITCOthers

INTERPRETATION

The total sales of Taj hotel is 63 oberoi is 42 Leela is 33 ITC is 29 and others is 11

4 Comparative analysis of TAJ hotel with others

Taj ITC Oberois Leela others

Customer satisfaction 5 4 3 2 1

Infrastructure 4 3 2 2 1

Services offered 5 3 3 2 1

Locality (time destination) 4 4 3 2 1

Price 5 4 3 2 1

Taj Oberois ITC Leela Others0

05

1

15

2

25

3

35

4

45

5 46

28

36

2

1

Series1

INTERPRETATION

5 Which hotel people like to prefer

HOTEL PERCENTAGE

TAJ 30

OBEROI 20

ITC 25

LEELA 5

MARRIOT 75

HYATT 10

OTHERS 25

30

2025

5

8 103

TajOberoiITCLeelaMarriotHyattOthers

INTERPRETATION

Mostly people like to prefer taj hotel in compare to others

CHAPTER-5

FINDINGS

RECOMMENDATIONS

CONCLUSIONS

BIBLIOGRAPHY

FINDINGS

After consulting few Marketing Managers of hotel it is found that STAS (Short Term

Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be

exploited if any hotel aligns their long term strategies to it

The medium-term effect of Advertisement campaign was measured with reasonable precision

using regression analysis and the findings on these three parameters Ie

Rate your opinion on advertisement of following hotels

How well do you remember this advertisement

How would you rate the Internet Advertisement of the Hotel you wish to visit

Taj Hotels Advertisement was well remembered and their internet advertisement was rated good

which enhances their capabilities to acquire new customers

Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base

every day Also the advertisement got good rating

Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their

internet advertisement too was not appealing to the customers which can fail Hyatt to retain and

acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of

survey

Marriott Hotels also has received low rating for their advertisement and people participating in

the survey had found it difficult to recall the ad

Starwood Hotels have comparatively good advertisement as per the survey findings and their ad

is well remembered and embraced increasing their chances of acquiring new potential customers

CONCLUSION

The AdvertiserHotel provides the functional benefits The added values are mainly created and

built gradually but inexorably by the brands advertising It is a fair generalization that a brand is

the joint product of a sound and well-organized hotel and imaginative advertising

Although the agency writes the advertising campaigns these are also the concern of the

advertiser The advertisers contribution concentrates on the important managerial tasks of

evaluating the agencys proposals using their judgment to plan the business of the campaign

(especially budget and media) and most importantly measuring the campaigns effects in the

marketplace

Below are some measures to increase the effectiveness of Marketing Campaign of hotels

Pre-test to weed out ineffective advertisements

Determine advertisement budgets strategically

Media continuity not concentration

Use promotions tactically

Tactical Coordination of Marketing Communication

Redefining the Scope of Marketing Communication

Application of Information Technology

Financial and Strategic Integration

BIBLIOGRAPHY

wwwxotelscom

httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-

Trendsampid=1958842

httpwwwwebsuccess77comseven_ad_tipshtml

wwwhvsinternationalcom

httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf

httpwwwviewzonecomcognitivedissonancehtml

httpwwwiimbernetinnewsletterissues28

Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)

Wikipedia

Hotel Annual Report

Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A

Suryanarayana-A Srikant)

4 Comparative analysis of TAJ hotel with others

Taj ITC Oberois Leela others

Customer satisfaction 5 4 3 2 1

Infrastructure 4 3 2 2 1

Services offered 5 3 3 2 1

Locality (time destination) 4 4 3 2 1

Price 5 4 3 2 1

Taj Oberois ITC Leela Others0

05

1

15

2

25

3

35

4

45

5 46

28

36

2

1

Series1

INTERPRETATION

5 Which hotel people like to prefer

HOTEL PERCENTAGE

TAJ 30

OBEROI 20

ITC 25

LEELA 5

MARRIOT 75

HYATT 10

OTHERS 25

30

2025

5

8 103

TajOberoiITCLeelaMarriotHyattOthers

INTERPRETATION

Mostly people like to prefer taj hotel in compare to others

CHAPTER-5

FINDINGS

RECOMMENDATIONS

CONCLUSIONS

BIBLIOGRAPHY

FINDINGS

After consulting few Marketing Managers of hotel it is found that STAS (Short Term

Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be

exploited if any hotel aligns their long term strategies to it

The medium-term effect of Advertisement campaign was measured with reasonable precision

using regression analysis and the findings on these three parameters Ie

Rate your opinion on advertisement of following hotels

How well do you remember this advertisement

How would you rate the Internet Advertisement of the Hotel you wish to visit

Taj Hotels Advertisement was well remembered and their internet advertisement was rated good

which enhances their capabilities to acquire new customers

Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base

every day Also the advertisement got good rating

Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their

internet advertisement too was not appealing to the customers which can fail Hyatt to retain and

acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of

survey

Marriott Hotels also has received low rating for their advertisement and people participating in

the survey had found it difficult to recall the ad

Starwood Hotels have comparatively good advertisement as per the survey findings and their ad

is well remembered and embraced increasing their chances of acquiring new potential customers

CONCLUSION

The AdvertiserHotel provides the functional benefits The added values are mainly created and

built gradually but inexorably by the brands advertising It is a fair generalization that a brand is

the joint product of a sound and well-organized hotel and imaginative advertising

Although the agency writes the advertising campaigns these are also the concern of the

advertiser The advertisers contribution concentrates on the important managerial tasks of

evaluating the agencys proposals using their judgment to plan the business of the campaign

(especially budget and media) and most importantly measuring the campaigns effects in the

marketplace

Below are some measures to increase the effectiveness of Marketing Campaign of hotels

Pre-test to weed out ineffective advertisements

Determine advertisement budgets strategically

Media continuity not concentration

Use promotions tactically

Tactical Coordination of Marketing Communication

Redefining the Scope of Marketing Communication

Application of Information Technology

Financial and Strategic Integration

BIBLIOGRAPHY

wwwxotelscom

httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-

Trendsampid=1958842

httpwwwwebsuccess77comseven_ad_tipshtml

wwwhvsinternationalcom

httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf

httpwwwviewzonecomcognitivedissonancehtml

httpwwwiimbernetinnewsletterissues28

Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)

Wikipedia

Hotel Annual Report

Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A

Suryanarayana-A Srikant)

5 Which hotel people like to prefer

HOTEL PERCENTAGE

TAJ 30

OBEROI 20

ITC 25

LEELA 5

MARRIOT 75

HYATT 10

OTHERS 25

30

2025

5

8 103

TajOberoiITCLeelaMarriotHyattOthers

INTERPRETATION

Mostly people like to prefer taj hotel in compare to others

CHAPTER-5

FINDINGS

RECOMMENDATIONS

CONCLUSIONS

BIBLIOGRAPHY

FINDINGS

After consulting few Marketing Managers of hotel it is found that STAS (Short Term

Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be

exploited if any hotel aligns their long term strategies to it

The medium-term effect of Advertisement campaign was measured with reasonable precision

using regression analysis and the findings on these three parameters Ie

Rate your opinion on advertisement of following hotels

How well do you remember this advertisement

How would you rate the Internet Advertisement of the Hotel you wish to visit

Taj Hotels Advertisement was well remembered and their internet advertisement was rated good

which enhances their capabilities to acquire new customers

Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base

every day Also the advertisement got good rating

Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their

internet advertisement too was not appealing to the customers which can fail Hyatt to retain and

acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of

survey

Marriott Hotels also has received low rating for their advertisement and people participating in

the survey had found it difficult to recall the ad

Starwood Hotels have comparatively good advertisement as per the survey findings and their ad

is well remembered and embraced increasing their chances of acquiring new potential customers

CONCLUSION

The AdvertiserHotel provides the functional benefits The added values are mainly created and

built gradually but inexorably by the brands advertising It is a fair generalization that a brand is

the joint product of a sound and well-organized hotel and imaginative advertising

Although the agency writes the advertising campaigns these are also the concern of the

advertiser The advertisers contribution concentrates on the important managerial tasks of

evaluating the agencys proposals using their judgment to plan the business of the campaign

(especially budget and media) and most importantly measuring the campaigns effects in the

marketplace

Below are some measures to increase the effectiveness of Marketing Campaign of hotels

Pre-test to weed out ineffective advertisements

Determine advertisement budgets strategically

Media continuity not concentration

Use promotions tactically

Tactical Coordination of Marketing Communication

Redefining the Scope of Marketing Communication

Application of Information Technology

Financial and Strategic Integration

BIBLIOGRAPHY

wwwxotelscom

httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-

Trendsampid=1958842

httpwwwwebsuccess77comseven_ad_tipshtml

wwwhvsinternationalcom

httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf

httpwwwviewzonecomcognitivedissonancehtml

httpwwwiimbernetinnewsletterissues28

Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)

Wikipedia

Hotel Annual Report

Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A

Suryanarayana-A Srikant)

CHAPTER-5

FINDINGS

RECOMMENDATIONS

CONCLUSIONS

BIBLIOGRAPHY

FINDINGS

After consulting few Marketing Managers of hotel it is found that STAS (Short Term

Advertising Strength) contributes a lot for increasing the footfalls in any hotel which can be

exploited if any hotel aligns their long term strategies to it

The medium-term effect of Advertisement campaign was measured with reasonable precision

using regression analysis and the findings on these three parameters Ie

Rate your opinion on advertisement of following hotels

How well do you remember this advertisement

How would you rate the Internet Advertisement of the Hotel you wish to visit

Taj Hotels Advertisement was well remembered and their internet advertisement was rated good

which enhances their capabilities to acquire new customers

Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base

every day Also the advertisement got good rating

Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their

internet advertisement too was not appealing to the customers which can fail Hyatt to retain and

acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of

survey

Marriott Hotels also has received low rating for their advertisement and people participating in

the survey had found it difficult to recall the ad

Starwood Hotels have comparatively good advertisement as per the survey findings and their ad

is well remembered and embraced increasing their chances of acquiring new potential customers

CONCLUSION

The AdvertiserHotel provides the functional benefits The added values are mainly created and

built gradually but inexorably by the brands advertising It is a fair generalization that a brand is

the joint product of a sound and well-organized hotel and imaginative advertising

Although the agency writes the advertising campaigns these are also the concern of the

advertiser The advertisers contribution concentrates on the important managerial tasks of

evaluating the agencys proposals using their judgment to plan the business of the campaign

(especially budget and media) and most importantly measuring the campaigns effects in the

marketplace

Below are some measures to increase the effectiveness of Marketing Campaign of hotels

Pre-test to weed out ineffective advertisements

Determine advertisement budgets strategically

Media continuity not concentration

Use promotions tactically

Tactical Coordination of Marketing Communication

Redefining the Scope of Marketing Communication

Application of Information Technology

Financial and Strategic Integration

BIBLIOGRAPHY

wwwxotelscom

httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-

Trendsampid=1958842

httpwwwwebsuccess77comseven_ad_tipshtml

wwwhvsinternationalcom

httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf

httpwwwviewzonecomcognitivedissonancehtml

httpwwwiimbernetinnewsletterissues28

Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)

Wikipedia

Hotel Annual Report

Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A

Suryanarayana-A Srikant)

exploited if any hotel aligns their long term strategies to it

The medium-term effect of Advertisement campaign was measured with reasonable precision

using regression analysis and the findings on these three parameters Ie

Rate your opinion on advertisement of following hotels

How well do you remember this advertisement

How would you rate the Internet Advertisement of the Hotel you wish to visit

Taj Hotels Advertisement was well remembered and their internet advertisement was rated good

which enhances their capabilities to acquire new customers

Oberoi Hotels Advertisement was well recalled and remembered increasing their customer base

every day Also the advertisement got good rating

Hyatt Hotels Advertisement was not well remembered in comparison to other hotels and their

internet advertisement too was not appealing to the customers which can fail Hyatt to retain and

acquire new customers ultimately leading to cognitive dissonance for Hyatt as per the findings of

survey

Marriott Hotels also has received low rating for their advertisement and people participating in

the survey had found it difficult to recall the ad

Starwood Hotels have comparatively good advertisement as per the survey findings and their ad

is well remembered and embraced increasing their chances of acquiring new potential customers

CONCLUSION

The AdvertiserHotel provides the functional benefits The added values are mainly created and

built gradually but inexorably by the brands advertising It is a fair generalization that a brand is

the joint product of a sound and well-organized hotel and imaginative advertising

Although the agency writes the advertising campaigns these are also the concern of the

advertiser The advertisers contribution concentrates on the important managerial tasks of

evaluating the agencys proposals using their judgment to plan the business of the campaign

(especially budget and media) and most importantly measuring the campaigns effects in the

marketplace

Below are some measures to increase the effectiveness of Marketing Campaign of hotels

Pre-test to weed out ineffective advertisements

Determine advertisement budgets strategically

Media continuity not concentration

Use promotions tactically

Tactical Coordination of Marketing Communication

Redefining the Scope of Marketing Communication

Application of Information Technology

Financial and Strategic Integration

BIBLIOGRAPHY

wwwxotelscom

httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-

Trendsampid=1958842

httpwwwwebsuccess77comseven_ad_tipshtml

wwwhvsinternationalcom

httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf

httpwwwviewzonecomcognitivedissonancehtml

httpwwwiimbernetinnewsletterissues28

Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)

Wikipedia

Hotel Annual Report

Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A

Suryanarayana-A Srikant)

the joint product of a sound and well-organized hotel and imaginative advertising

Although the agency writes the advertising campaigns these are also the concern of the

advertiser The advertisers contribution concentrates on the important managerial tasks of

evaluating the agencys proposals using their judgment to plan the business of the campaign

(especially budget and media) and most importantly measuring the campaigns effects in the

marketplace

Below are some measures to increase the effectiveness of Marketing Campaign of hotels

Pre-test to weed out ineffective advertisements

Determine advertisement budgets strategically

Media continuity not concentration

Use promotions tactically

Tactical Coordination of Marketing Communication

Redefining the Scope of Marketing Communication

Application of Information Technology

Financial and Strategic Integration

BIBLIOGRAPHY

wwwxotelscom

httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-

Trendsampid=1958842

httpwwwwebsuccess77comseven_ad_tipshtml

wwwhvsinternationalcom

httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf

httpwwwviewzonecomcognitivedissonancehtml

httpwwwiimbernetinnewsletterissues28

Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)

Wikipedia

Hotel Annual Report

Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A

Suryanarayana-A Srikant)

BIBLIOGRAPHY

wwwxotelscom

httpezinearticlescomHospitality-Industry---Hotels-Business-Current-and-Future-

Trendsampid=1958842

httpwwwwebsuccess77comseven_ad_tipshtml

wwwhvsinternationalcom

httpbusinessschoolonlineorgLesson32AdvertisingEffectivenesspdf

httpwwwviewzonecomcognitivedissonancehtml

httpwwwiimbernetinnewsletterissues28

Advertising amp Promotion ndash An IMCrsquos Perspective-(Belch Belch Purani)

Wikipedia

Hotel Annual Report

Effective Promotional Strategies in Services Marketing A Conceptual Study (G Radhakrishna-A

Suryanarayana-A Srikant)

Questionnaire for Advertising Effectiveness which includes Ad relevance believability

motivation descriptive profile plus viewer life style measures

(Tick whichever option is applicable)

1 What is the frequency of your visit to a Star Hotel in a month

a) 1-2 b) 3-4 c) 5-above

2 We will be watching five advertisements that promote different brands of Hotels The

titles of the five ads and their order of play are shown on this card After you watch the

five ads divide them into three groups That is arrange the ads into those youhellip

a) Will watch over and over again

b) Might watch several times

c) Never want to watch again

3 Rate your opinion on advertisement of following hotels

(Rate accordingly 1 ndash Extremely Motivating 2 - Motivating 3 ndash Can Recall 4 ndash Cant Recall

5 ndash Not Motivating)

a) Taj Hotels

b) Oberoi Hotels

c) Hyatt Hotels

d) Marriott Hotels

e) Starwood Hotels

4 What did you like most about this ad Please be specifichelliphelliphelliphellip

5 How well do you remember this advertisement

Taj HotelsOberoiHotels Hyatt

MarriottHotels

StarwoodHotels

a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad

a) Dont remember at all

b) Remember company but not product or ad

c) Remember company and product but not ad

d) Remember ad

6 How would you rate the Internet Advertisement of the Hotel you wish to visit

Name

Gender MF

Annual Family Income (Rs)

1) Below 5 laks

2) 5-10 lacs

3) Above 10 lacs

• Taj Promotional Strategies

Taj HotelsOberoiHotels Hyatt

MarriottHotels

StarwoodHotels

a) a) a) a) a) b) Good b) Good b) Good b) Good b) Goodc) Average c)Average c) Average c) Average c) Averaged) Not d) Not d) Not d) Not d) Not e) Bad e) Bad e) Bad e) Bad e) Bad

a) Dont remember at all

b) Remember company but not product or ad

c) Remember company and product but not ad

d) Remember ad

6 How would you rate the Internet Advertisement of the Hotel you wish to visit

Name

Gender MF

Annual Family Income (Rs)

1) Below 5 laks

2) 5-10 lacs

3) Above 10 lacs

• Taj Promotional Strategies