sales & marketing strategies of hotel centaur
TRANSCRIPT
-
7/27/2019 sales & marketing strategies of hotel Centaur
1/43
SUMMER TRAINING PROJECT REPORT ON
(SALES & MARKETING STRATEGIES OF HOTEL CENTAUR)
FOR THE PARTIAL FULF I LLMENT OF THE REQUIREMENT
FOR THE AWARD OF
MASTER OF BUSINESS ADM INI STRATION
AFF I LI ATED TO MAHAMAYA TECHNICAL UNIVERSI TY
NOIDA
UNDER THE GUIDENCE OF: UNDER THE SUPERVISION OF:
PROF. RAKESH PANDEY MR. SURINDER SHARMA
SUBMITED BY: RISHI KUMAR
ROLL NO. : 1227970308
MBA 2012-2014
-
7/27/2019 sales & marketing strategies of hotel Centaur
2/43
ACKNOWLEDGEMENT
This is successful completion of any work would be always be
Incomplete unless we mention the valuable cooperation and assistance
Of those people who were a source of constant guidance and
encouragement, they served as bacon light and crowned our efforts
with success.
I would like to extend my sincere gratitude to our Faculty Prof.
Rakesh Pandey for his guidance.
(Rishi Kumar)
-
7/27/2019 sales & marketing strategies of hotel Centaur
3/43
DECLARATION
I hereby declare the project report entitled Sales & Marketing
strategies Of Hotel Centaur submitted for the post graduate
degree in Management in my original work and the project report
has not formed the basis for the award of any degree, diploma,
and associate ship or other similar titles.
Place: Signature
Date: Rishi Kumar
-
7/27/2019 sales & marketing strategies of hotel Centaur
4/43
PREFACE
-
7/27/2019 sales & marketing strategies of hotel Centaur
5/43
TABLE OF CONTENTS
INTRODUCTION
EXECUTIVE SUMMARY
OBJECTIVE OF RESEARCH
RESEARCH METHODOLOGY
ORGANIZATIONAL STRUCTURE
-
7/27/2019 sales & marketing strategies of hotel Centaur
6/43
EXECUTIVE SUMMARY
The main object of this project is to show the marketing
strategies and quality management of hotels in order to
improve its revenue and the research problem is, how canMarketing Strategies and Quality Management improve future
revenue with the special reference to selected five star hotels in
India? The methodology includes primary data and obtaining
access to secondary data like historical sales and revenue data. The
study is based on selected five star hotels in Delhi and I take
Centaur Hotel which belongs to HCI to explain my project.
Objectives talks of types of data the research project will generate
and how these data is relevant.
Research approach gives a non technical description of the data
collection method, measurement instrument, sample and analytical
techniques. I use experimental and questionnaire methods for
research methodology. Hotel industry which has been
underperforming on revenue targets in todays competitive market.
Marketing strategies is a key to improving hotels revenue. As
advertising and promotional strategies affects revenue faster and in
a sustain manner compared to one time hotels promotions depends
on external factors besides advertising and promotional strategies
can be controlled by the hotel management to help retained loyal
-
7/27/2019 sales & marketing strategies of hotel Centaur
7/43
customers. It is thus an important element of the marketing strategy
to generate growth in sales revenue.
The stylishly designed hotel that made its way to the list of best
hotels in the world, promises a rich experience to any visitor and
patron. Realizing the huge potential for hospitality industry have
to look back to their marketing strategies. The positive response of
the customers towards the hotel led to the new marketing
strategies.
What is a Hotel?
Hotel is an establishment that provides lodging and usually meals
and other services for travellers and other paying guests. The
provision of basic accommodation, in times past, consisting only of
a room with a bed, a cupboard, a small table and a washstand has
largely been replaced by rooms with modern facilities, including
en-suite bathrooms and air conditioning or climate control. These
days some more additional common features are also found in hotel
rooms like telephone, an alarm clock, a television, a safe, a mini-
bar with snack foods and drinks, ironing facilities and facilities for
making tea and coffee. Luxury features include bathrobes and
slippers, a pillow menu, and
jacuzzi bathtubs. Larger hotels may provide additional guest
facilities such as a restaurant, swimming pool, fitness centre,
business centre, childcare, conference facilities and social function
services.
Hotel rooms are usually numbered (or named in some smaller
hotels) to allow guests to identify their room. Some hotels offer
-
7/27/2019 sales & marketing strategies of hotel Centaur
8/43
meals as part of a room and board arrangement. In the United
Kingdom, a hotel is required by law to serve food and drinks to all
guests within certain stated hours. In Japan, capsule hotels provide
a minimized amount of room space and shared facilities. A capsule
hotel is a type of hotel with a large number of extremely small
"rooms" (capsules) intended to provide cheap and basic overnight
accommodation for guests not requiring the services offered by
more conventional hotels.
HOTEL INDUSTRY
Hotel industry in India has witnessed tremendous boom in recent
year. Hotel industry is inextricably linked to the tourism industry
and the growth in the Indian tourism industry has fuelled the
growth for Indian hotel industry. The thriving economy and
increased opportunities in India has acted as a boon for Indian hotel
industry. The arrival of low cost airlines and the associated price
wars have given domestic tourists a host of options. The
Incredible Indiadestination campaign and the recently launched
Ati thi Devo Bhavah campaign has also helped in the growth of
domestic and international tourism and consequently the hotel
industry. The Indian hospitality industry has emerged as one of thekey industries driving growth of the services sector in India. It has
evolved into an industry that is sensitive to the needs and desires of
people. The fortunes of the hospitality industry have always been
linked to the prospects of the tourism industry and tourism is the
foremost demand driver of the industry. The Indian hospitality
industry has recorded healthy growth fuelled by robust inflow offoreign tourists as well as increased tourist movement within the
-
7/27/2019 sales & marketing strategies of hotel Centaur
9/43
country and it has become one of the leading players in the global
industry.
OBJECTIVES OF THE PROJECT
To study the various trends in Hotel Industry.
To find the future market potential of Hotels.
To find out the strategies of Hotel Industry.
To know the marketing practices of Hotels.
To know about loyalty programmes.
LIMITATIONS OF THE STUDY
No study is complete in itself, however good it may be and everystudy has some limitations:
Time is the main constraint of my study.
Sample size availability was not large enough.
The views of the people are biased therefore it doesnt reflect true
picture.
INDIAN TOURISM INDUSTRY
Tourism is the basic and the most desirable human activity
describing the praise and encouragement of all people and
government. Hotel industry is an essential part of tourism. The
-
7/27/2019 sales & marketing strategies of hotel Centaur
10/43
expansion of tourism is well inevitable bringing out
development of the hotel industry. Hotel industry is so closely
linked with the tourism industry that it is responsible for about
50% of the foreign exchange earning form tourism trade and
enterprises. The rising volume of tourism influx brought into
light, the shortage of hotels in important tourists centers.
Keeping in view the changing standards in the international
hotel keeping. The Indian industry to make a number of
improvements. Its not enough to have adequate hotel
accommodations, it is equally necessary to have at various
levels, low priced, moderately priced, high priced, and a few
luxury hotels.
Hotels may be categorized depending upon factors such as
Locations
Categorization according to plan
Categorization according to number of rooms.
Categorization by type of clientele.
Categorization by the length of stay of guests.
Categorization by the facilities that the hotel offers
The devaluation of the Asian currencies, the Kargil issue and the
parliamentary elections had affected growth in the tourism
industry. The situation is gradually moving back to normal with the
tourist arrival figure marginally increasing from 2.3mn to 2.5mn.
The industry is growing at a rate of 9%. With the political and
economic stability being more clearly visible, both tourists as well
-
7/27/2019 sales & marketing strategies of hotel Centaur
11/43
as business arrivals are likely to gather momentum in the remaining
part of the year.
The Indian hotel business focuses largely on foreign tourists withonly 30% of the business coming from the domestic business and
the leisure travels. The tourist arrivals in India are seasonal in
nature, with the best season being from September to December
followed by a steep fall till May. The period June to September
gains momentum once the monsoons are over. The slack season is
generally used for renovation work and the period is characterized
by discounts to attract clients.
The studies says, "tourism is a traditional instrument, which
enables culture to the rehabilitated and made know to the rest of the
world". It is said it's a smokeless industry and has become second
to the petroleum industry in world trade.
This great importance was formally acknowledged when the XXI
U.N. General assembly designated 1967 as international tourist
year with a unanimous resolution recognizing that "tourism is a
basic and most desirable activity deserving the praise and
encouragement of all peoples of government".
When travelling away from home, tourist comes in contact with the
places they visit with their inhabitants and social exchange takes
place. Their presence and social background affect the social
structure and mode of life at the destination. Tourists are in turn
affected by the experience and often carry back home with them,
new habits and new outlook on life.
-
7/27/2019 sales & marketing strategies of hotel Centaur
12/43
Tourist has great educational significance. Contact between people
of different races and nationalities widen ones outlook. Tourism,
whether domestic or international has common economies
significance in the sense that money earned in places visited large
sums of transferred to the host economies where this money
provided a source of income, a means of livelihood and amenities
for the resident population. Purchasing power is generated in the
receiving areas through the expenditure of visitors. Money received
is spent and resent and this multiplier process the host country is a
beneficiary.
International tourism is of great importance in international trade in
the sense that it enters into the balance of payments of accounts of
individual countries generating tourist traffic and export for
countries receiving tourist traffic. For many countries is a major
item in world trade. These countries exhibit faster growth in
tourism than in trade of goods.
Domestic and International Tourism
Usually, a distension is drawn between domestic or internal
and foreign of international tourism. In domestic tourism people
travel outside their normal domicile to other areas within the
country. Barriers like language, currency and documentation are
not in the domestic tourism. But in India, since difference estates
have different languages; ones own language may not serve a
medium of communication. Domestic tourism has no balance of
payment implications.
-
7/27/2019 sales & marketing strategies of hotel Centaur
13/43
When people travel to a country other than which they normally
live in is known as international tourism, the distinction between
domestic and international tourism is now diminishing. The reasons
being:
Language barriers are reduced by improving language skills
Currency and customs unions are developing in many European
countries.
With globalization the free movement of people is growing.
Considering the greater multiplier effect in domestic tourism,
domestic tourism would have received greater emphasis in India.
Reliable data on the growth of domestic tourists traffic are not
available as not extensive survey has been conducted on a national
level by any agency, government or otherwise not given the
numerous festivals celebrated throughout out the year, the
innumerable tourist's centers in the country, the geographical
expands and the resource constraints, estimates of documents
tourists' traffic through an executive survey is considered
impossible.
Domestic tourism if considered separate from the travel for
religious and commercial purpose. It is a post-independencephenomenon. Industrial growth, improvement in the standard of
living, rise in disposable income and most importantly the
improvement of tourist infrastructure search as hotels, air, train and
road transport has contributed to the impressive growth in tourist
traffic.
-
7/27/2019 sales & marketing strategies of hotel Centaur
14/43
The definition of a domestic tourist is a person who travels within
the country to a place of residence and stays at hotels or other
accommodations establishments run on commercial basis or in
dharmashalas, sarais, chaultries etc. for duration of not less than 24
hours.
The factors that govern the magnitude of domestic tourist traffic arethe religious and cultural importance of a place. The extent of
manufacturing, business and trading activity, the climatic
conditions, the infrastructure facilities available and the
geographical location etc. the current rough estimate of domestic
tourism in India is ten million a year.
HOTEL INDUSTRY
According to the British laws a hotel is a place where a bonafied
traveler can receive food and shelter provided he is in a position to
for it and is in a fit condition to receive.
Hotels have a very long history, but not as we know today, way
back in the 6th century BC when the first inn in and around the city
of London began to develop. The first catered to travelers and
provided them with a mere roof to stay under. This condition of the
inns prevailed for a long time, until the industrial revolution in
England, which brought about new ideas and progress in the
business at inn keeping.
-
7/27/2019 sales & marketing strategies of hotel Centaur
15/43
The invention of the steam engine made traveling even more
prominent. Which had to more and more people traveling not only
for business but also for leisure reasons. This lead to the actual
development of the hotel industry as we know it today.
Hotel today not only cater to the basic needs of the guest like food and
shelter provide much more than that, like personalized services etc.
Hotels today are a Home away from home.
CLASSIFICATION OF HOTEL
Hotel can be classified into different categories or classes, based on
their operational criteria. For example the type of accommodation
they provide, location of the property, type of services provided,
facilities given and the clientele they cater to can help categories
hotels today. Hotels today are basically classified into the following
categories:
MARKET SEGMENT
Economy hotel:
It provides efficient sanity private rooms with bath. The furnishing
and decor are acceptable to majority of travelers. Food andbeverage service may or may not be available.
Mid market hotels:
They offer comfortable accommodation with private on premises
bath. Food
and beverage services and uniformed bell staff. They offer aboveaverage luxury.
-
7/27/2019 sales & marketing strategies of hotel Centaur
16/43
All Suite hotels:
It offers separate sleeping and living areas along with a kitchenette
and a stocked bar, and offer class service.
First class hotels:
They are luxury hotels with exceptional decor better than average
food and beverage service, uniformed bell services. They often
have 2 or 3 dining rooms, swimming pool, spas etc.
Deluxe hotels:
They are better and offer more specialized services than first class
hotels. They also provide limousine services.
PROPERTY TYPE
Traditional hotels:
They have the basic concept of rooms with break fast, bell desk
services and
the other usual services.
Motels:They are located on highways. Guest is given parking right outside
their
rooms. The usually have a gas station / workshop attached to them.
Resorts:
They are usually situated in tourist locations like on rivers,
mountains, jungles, or the sea. They give more privilege to sports
-
7/27/2019 sales & marketing strategies of hotel Centaur
17/43
activities leisure and re-creation activities like manages,
sightseeing, adventure sports, etc.
Resident hotels:
Where guest stay for longer duration, stay like weeks, months even
years.
Casino hotels:
They are hotels usually in tourist spots and mainly cater to people
who are on holidays. Casino hotels like the name suggest offer
gambling facilities along with accommodations.
ACCORDING TO SIZE
Small hotelup to 150 rooms
Medium hotels150 to 299 roomsLarge hotels299 to 600 rooms
Extra large hotelsabove 600 rooms
OWNERSHIP AND AFFILIATION:
Independent hotels:
They have no application with other properties. They have their
own management and are single properties with one owner.
Chain hotels:
-
7/27/2019 sales & marketing strategies of hotel Centaur
18/43
They impose certain minimum standards, levels of service, policies
and procedures to be followed by their entire establishment. Chain
hotels usually have corporate offices that monitor all their
properties and one management runs these properties. That is all
the hotels under the chain are completely owned and run by the
chain itself.
Franchisee hotels:
The franchisee grants the entities, the right to conduct business
provided they follow the established pattern of the franchisee,
maintains their standards, levels of service, practice their policies
and procedures.
STAR CATEGORY OF HOTEL [INDIA]
One star [*]Two star [**]
Three star [***]
Four star [****]
Five star [*****]
Five star deluxe [***** deluxe]
THREE STAR CATEGORIES:For a hotel to be recognized as a three star property the architectural
features and general features of the building should be very good
there should be adequate parking facilities. At least 50% of the
rooms must be air-conditioned. Also the ambience and
-
7/27/2019 sales & marketing strategies of hotel Centaur
19/43
decor of the place must be ecstatic. They should provide
reservation and information facility apart from reception,
information, bell service at least two gourmet dining facility
should be available. The establishment may or may not have
banqueting facility. They should provide high levels of
personalized services. The staff must be well-trained and proper
standards for hygiene and sanitation must be followed. Also all
properties have to keep in mind that proper waste management is
done.
FIVE STAR CATEGORIES:
Five star category is only allotted to properties, which have all the
qualities of a three star property and a few additional. Like the
entire property must be centrally air- conditioned. The building of
the property must be an attractive one. All the rooms must bespacious. The property must have proper banqueting facility,
business center. Proper and well-maintained pool and health club a
spa is optional. The property must have 24 hour coffee shop, round
the clock room service, a bar, and a minimum of 1 gourmet
restaurant. The staff must be highly trained and a degree of
specialization must be shown. State of art Equipments must be usedand the facility provided in the rooms must be sophisticated.
FIVE STAR DELUXE CATEGORIES:
They are more or less like five star properties with the only
difference is that they are on a larger scale. Five star deluxe
properties maintain a very high staff to guest ratio and very high
-
7/27/2019 sales & marketing strategies of hotel Centaur
20/43
levels of service is maintained. They in addition to five star
properties have 5 to 7 dining rooms, a bar, 24-hour coffee shop,
banqueting facility. Spas, fitness centers, business centers etc.
COMPETITION IN HOTEL INDUSTRY
After witnessing good times for 3 years, the hotel sector had a
tough 2009 due to the Global Economic slowdown and terror
attacks. The travel & tourism growth in 2009 slowed down to just
1%. The global economic downturn impacted the Indian tourism
and hospitality industry which saw a decline in the foreign tourist
arrivals to India from 5.13 m in FY 2009 to 5.5 m in FY2010,
thereby resulting in a increase of 7% . India occupies the sixty-
second position among the top tourist destinations in the world for
2009. To encourage the tourism sector, the government in recent
times, has taken some measures which will benefit the sector. In
FY2009, Rs. 5.2 bn for development of tourism infrastructure was
allocated. This figure is higher by Rs 970m as compared what was
allocated in the previous year. However, it is only 1% of the total
government spending. RBI has allowed ECB upto US$ 100 m in
January 2009, which would help in raising funds. The Centre and
States are also working out a PPP (Public-Private-
Partnership) model to increase hotel capacity. Government of India
increased spend on advertising campaigns (including for the
campaigns 'Incredible India' and 'Athithi Devo Bhava' - Visitors are
like God) to reinforce the rich variety of tourism in India. The
ministry promoted India as a sate tourist destination and undertook
various measures, such as stepping up vigilance in key cities and at
historically important tourist sites.
-
7/27/2019 sales & marketing strategies of hotel Centaur
21/43
Supply
We have a shortage of 100,000 guest rooms short in the
country. This is expected to keep ARRs high for the
next few years.
Demand
Largely depends on business travellers but tourist traffic
is also on the rise. Demand normally spurts in the peak
season between November and March.
Barriers to entry
High capital costs, poor infrastructure facilities and
scarcity of land especially in the metros.
Bargaining power of suppliers
Limited due to higher competition, especially in the
metros.
Bargaining power of customers
Higher in metro cities due to increasing room supply.
Competition
Intense in metro cities, slowly picking up in secondary
cities. Competition has picked up due to the entry offoreign hotel chains
-
7/27/2019 sales & marketing strategies of hotel Centaur
22/43
-
7/27/2019 sales & marketing strategies of hotel Centaur
23/43
-
7/27/2019 sales & marketing strategies of hotel Centaur
24/43
INTTROUDUCTION TO CENTAUR HOTEL
Centaur Hotel Delhi Airport: - Centaur Hotel, Delhi Airport is a
unit of HCI situated for Hotel Corporation of India limited. This hotel
is Situated Near to the Indira Gandhi International Airport, the hotel
is noise free & Centrally air-conditioned making its heaven for the
weary businessmen. It has been categorized as a 5 star deluxe hotel.
Due to closet to airport, this hotel receives mainly transit guests. Its
Location is very quiet & peaceful. It is just 5 kms. away from the
domestic Airport & only 1 km, away from the international Airport. A
transit hotel With an imposing identification of superb luxury, its
architecture its based On spectacular lobby which is first if its kind
in the country. It is 16 kms. By road from the city centre.
Aim & Establishment Of The Company
The Centaur Hotels are the units of Hotel Corporation of India Ltd.
The Hotel Corporation of India Ltd. (HCI) is a public limited
Company wholly owned by the National Aviation Company of
India Ltd, erstwhile Air India Limited and was incorporated on
July 8th 1971 under the companies act 1956 when Air India
decided to enter the hotel industry in keeping with the then
prevalent trend among world airlines. The objective was to offer
passengers a better product, both at the international airport and
other places of tourist interest thereby also increasing tourism in
-
7/27/2019 sales & marketing strategies of hotel Centaur
25/43
India. The objective was to promote tourism and catering and
thus offer a better product to the passengers, both at the international
airports and at other places of tourist interest. The authorized
Share Capital of the Company 10541 crores (Paid upRs40.60
crores). Presently HCI operates 2 Hotels, one each at Delhi and
Srinagar under the brand name Centaur and 2 flight Kitchens,
one each at Mumbai and Delhi under the brand name Chefair.
MARKETING PRACTICE
Marketing Funda : Above The Line & Below The Line
Above the Line (ATL) and Below The Line (BTL) are the two most
commonly used terms in marketing. Both these refer to the nature of
promotional activities done by companies. The simple and
most common definition for Above the Line promotions is that
ATL refers to all promotional activities done by companies through
mass media. In common, Advertising is the major ATL activity and
all other form of promotions except direct marketing falls below the
line.
Both ATL and BTL jargons does not form a part of the core
marketing concepts hence you will not find a clear academic
definition in marketing text book.
-
7/27/2019 sales & marketing strategies of hotel Centaur
26/43
According to Mr .Michael John Baker (, the term came into
forefront in 1954 through the practice of Proctor and Gamble,
where the advertising agencies were paid differently from those
who undertook promotional activities other than advertising.
Marketers began to delineate activities other than advertising as a
separate marketing practice called Below the Line Promotion.
Below The Line promotions include sales promotions, consumer
promotions, PR, events , point of purchase promotions and all those
unconventional tools that marketers adopt. Direct Marketing how
ever could not be fitted into both these jargons and hence is kept
stand alone.
Frankly there is no need for such a hypothetical boundary and
classifications like ATL and BTL. The current developments that
are happening in the media space makes such jargons highly
irrelevant. Because boundaries are blurring. Now we see consumer
promotions heavily advertised in mass media. Events are highlypublicized using advertising, so the LINE is actually non-existent.
For example a viral video in You tube which is watched by
millions can be theoretically put as a BTL but it is reaching even
more people than the traditional media like TV and print. The
recent ZooZoo campaign of Vodafone cannot be bracketed along
ATL and BTL because the campaign has already become viral with
many blogs writing about it. The campaign was designed to be
viral.
-
7/27/2019 sales & marketing strategies of hotel Centaur
27/43
Above the line sales promotion
ATL is a type of advertising through media suchas television, cinema, radio, print, and Out-of-home to
promote brands or convey a specific offer. This type of
communication is conventional in its nature and is considered
impersonal to customers. It differs from BTL advertising, which
uses unconventional brand-building and promotional strategies,
such as direct mail, sales promotions, flyers, point-of-
sale, telemarketing and printed media (for example brochures)
and usually involves no motion graphics.[1]
It is much more
effective than when the target group is very large and difficult to
define.
The term comes from top business managersand involves the way
in which Procter & Gamble, one of the worlds biggest advertisingclients, was charged for its media in the 1950s and 1960s.
Advertising agencies made commission from booking media
(Television, cinema, radio, press, out-of-home and magazines). As
below the line had no media involvement there was no commission
to be made for the advertising agencies. The accountants thus
labeled the different media ATL and BTL depending on where itwould sit in the balance sheet and profit and loss accounts (ATL
where they made a profit and BTL where they did not) Since then,
models have changed and clients are no longer charged for their
media in that way.
http://en.wikipedia.org/wiki/Advertising#Mediahttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Filmhttp://en.wikipedia.org/wiki/Radio_broadcastinghttp://en.wikipedia.org/wiki/Print_mediahttp://en.wikipedia.org/wiki/Out-of-home_advertisinghttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Point_of_sale_displayhttp://en.wikipedia.org/wiki/Point_of_sale_displayhttp://en.wikipedia.org/wiki/Telemarketinghttp://en.wikipedia.org/wiki/Below_the_line_(advertising)#cite_note-1http://en.wikipedia.org/wiki/Below_the_line_(advertising)#cite_note-1http://en.wikipedia.org/wiki/Below_the_line_(advertising)#cite_note-1http://en.wikipedia.org/wiki/Target_grouphttp://en.wikipedia.org/wiki/Procter_%26_Gamblehttp://en.wikipedia.org/wiki/Procter_%26_Gamblehttp://en.wikipedia.org/wiki/Procter_%26_Gamblehttp://en.wikipedia.org/wiki/Target_grouphttp://en.wikipedia.org/wiki/Below_the_line_(advertising)#cite_note-1http://en.wikipedia.org/wiki/Telemarketinghttp://en.wikipedia.org/wiki/Point_of_sale_displayhttp://en.wikipedia.org/wiki/Point_of_sale_displayhttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Out-of-home_advertisinghttp://en.wikipedia.org/wiki/Print_mediahttp://en.wikipedia.org/wiki/Radio_broadcastinghttp://en.wikipedia.org/wiki/Filmhttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Advertising#Media -
7/27/2019 sales & marketing strategies of hotel Centaur
28/43
Below the line sales promotion
BTL sales promotion is an immediate or delayed incentive to
purchase, expressed in cash or in kind, and having short duration. It
is efficient and cost-effective for targeting a
limited and specific group. It uses less conventional methods than
the usual ATL channels of advertising, typically focusing on direct
means ofcommunication, most commonly direct mail and e-mail,
often using highly targeted lists of names to maximize responserates. BTL services may include those for which a fee is agreed
upon and charged up front.
BTL is a common technique used for "touch and feel" products
(consumer items where the customer will rely on immediate
information rather than previously researched items).
BTL techniques ensures recall of the brand while at the same time
highlighting the features of the product.
Another BTL technique involves sales personnel deployed at retail
stores near targeted products. This technique may be used to
generate trials of newly launched products. It helps marketers
establish one-to-one relationship with consumers while mass
promotions, by definition, make it difficult to gauge consumer-
response, except at the time of sales. Examples include tele-
marketing, road shows, promotions, in- shop and shop-front
activities, display units.
The terms "below the line" promotion or communications, refers to
forms of non-media communication, even non-media advertising.
Below the line promotions are becoming increasingly important
http://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Communication -
7/27/2019 sales & marketing strategies of hotel Centaur
29/43
within the communications mix of many companies, not only those
involved in FMCG products, but also for industrial goods. Below
the line sales promotions are short-term incentives, largely aimed at
consumers. With the increasing pressure on the marketing team to
achieve communication objectives more efficiently in a limited
budget, there has been a need to find out more effective and cost
efficient ways to communicate with the target markets. This has led
to a shift from the regular media based advertising. In other words,
below-the-line sales promotion is an immediate or delayed
incentive to purchase, expressed in cash or in kind, and having only
a short term or temporary duration.
Below the Line uses less conventional methods than the usual
specific channels of advertising to promote products, services, etc.
than Above the Line strategies. These may include activities such
as direct mail, public relations and sales promotions for which a fee
is agreed upon and charged up front. Below the line advertising
typically
focuses on direct means of communication often using highly
targeted lists of names to maximize response rates.
Trained sales personnel, often young women, are deployed at
Retail Stores, near the shelves of targeted products. These young
women convince customers visiting these shelves about the better
aspects of their brand compared with others. This is ideal for new
launches as it generates trials, which if successful result in repeat
sales. In addition, above the line is much more effective when the
target group is very large and difficult to define. But if the target
group is limited and specific, it is always advisable to use BTL
promotions for efficiency and cost-effectiveness.
-
7/27/2019 sales & marketing strategies of hotel Centaur
30/43
Say, for example, if a pen manufacturer is going to promote its
product, it may take the ATL route, but if a company manufactures
computer UPS, it will certainly take the BTL route, as the target
group is very limited and specific.
More recently, agencies and clients have switched to an 'Integrated
Communication Approach.' BTL is a common technique used for
"touch and feel" products ,consumer items where the customer will
rely on immediate information rather than previously researched
items. BTL techniques ensures recall of the brand while at the same
time highlighting the features of the product.
HOTEL TARIFF PLANS
The various tariff patterns followed by hotels have come to be
identified with the areas where such patterns originated .hotels
charge their guests according to the European plan, Continentalplan, American plan, Bed and Breakfast meal plans ,etc.
EUROPEAN PLAN: The tariff consists of room rate only .all
other expenses would be paid by the guest as per the actual
use or consumption.
CONTINENTAL PLAN: The room tariff includes continental
breakfast along with the room rent .A continental breakfast
includes a choice of fresh or canned juices, breads like toast,
croissant, etc. with butter or preserves like jam, jellies and
marmalade, beverages like tea or coffee with or without milk.
-
7/27/2019 sales & marketing strategies of hotel Centaur
31/43
AMERICAN PLAN: It is also known as en-pension or full board.
The tariff includes all meals(b/f, lunch and dinner)along with room
rent. The menu for the food and beverage is fixed.
MODIFIED AMERICAN PLAN: It is also known as half board.
The tariff consists of breakfast and one major meal (lunch or
dinner) along with the room rent.
BED AND BREAKFAST PLAN (B&B) OR BERMUDA
PLAN: -
The room tariff includes American breakfast along with the room
rent. American breakfast generally includes most or all of the
following :two eggs (fried or poached),sliced bacon or sausages,
sliced bread or toast with jam /jelly/butter, pancakes with syrup,
cornflakes or other cereal, coffee/tea or orange/grapefruit juice.
-
7/27/2019 sales & marketing strategies of hotel Centaur
32/43
GROUP TARIFF ON REQUEST
MEAL RATES
BREAKFAST RS.300.00
LIGHT REFRESHM ENT RS.200.00
LUNCH RS.600.00
DINNER RS.600.00EXTRA IN ROOM RS.900.00
TARIFF
INDIVIDUAL TARIFF CONTINENTAL PLAN
STANDARD SINGAL/DOUBLE ROOM RS.5000.00
EXECUTIVE SINGLE/DOUBLE ROOM RS.6000.00
EXECUTIVE SUITE RS.9000.00
PRESIDENTIAL SUITE RS.18000.00
-
7/27/2019 sales & marketing strategies of hotel Centaur
33/43
CHILDREN : -
No additional charges for children under 12 years occupying the same
Room with parents and not requiring extra bed .
Taxes: -
To be levied extra as per the government regulation in force at the
time of check-in.
CHECK OUT TIME 12 NOON
CREDIT CARDS : - All major credit cards accepted.
Accommodation :-
372 Guest rooms and suits elegantly furnished.
TRANSPORTATION : -
The hotel provides round the clock courtesy coach service on hourly
Basis between the airport terminal & hotel and at regular intervals
Between hotel and city.
-
7/27/2019 sales & marketing strategies of hotel Centaur
34/43
SERVICES: -
The hotel offers the best services and facilities catering to every
Need and requirement . The facility includes 2 specialty restaurant,
A Bar, round the clock coffee shop and 24 hours room service,
Beauty salon, barbar shop, doctor on call, secretarial service, valet,
Laundry and shoe shine, safe deposit and banking facilities ( state
Bank of India ), fax, parking facilities, a shopping arcade, closed
Circuit colour TV, mini fridge and direct dial telephone in all rooms.
Chefair Flight kitchen in Mumbai and Delhi provide in-flight meals.
COFFEE SHOP:-
For snacks and light meals round the clock. Quick snacks and light
Meals are served round the clock. Occasional food festivals are also
Held at the Coffee Shop.
-
7/27/2019 sales & marketing strategies of hotel Centaur
35/43
-
7/27/2019 sales & marketing strategies of hotel Centaur
36/43
RASOI: -
A speciality restaurant serving delectable Indian fare in a refreshingly
Rustic setting accompanied by live ghazals. It is located on the
ground floor of Centaur Hotel, Delhi. The restaurant serving Indian
Cuisine is of ethnic Indian ambiance, with a split-level storage facility
For live music performances.
and
-
7/27/2019 sales & marketing strategies of hotel Centaur
37/43
SOMA BAR: -
Best of Indian and Foreign brands available.
-
7/27/2019 sales & marketing strategies of hotel Centaur
38/43
HEALTH CLUB: -
The Hotel has a range of health club facilities including a
gymnasium, sauna, Turkish bath, jacuzzi, 2 cilled water baths and
a chilled water pool. There is an outdoor swimming pool, 25 meters
long, 0.75 meters deep at the shallow end and 3.15 meters deep at
the deep end. Other facilities include an outdoor concrete tennis
court along with a small childrens park.
RECREATION: -
-
7/27/2019 sales & marketing strategies of hotel Centaur
39/43
Tennis Court, Childrens park.
BANQUET AND CONVENTION FACILITIES: -
The Hotel features comprehensive banqueting facilities available on
The ground floor level. The banquet area has an independent
Entrance and comprises a pre-function hall and main banquet hall,
each of which can be independently let out depending on the
number of guests. In addition, there is an open lawn adjoining the
banquet hall, which can be let out for larger gatherings. While the
pre-function hall and banquet hall can accommodate 100 and 125
guests respectively, the banquet lawn can accommodate another 800
persons. There is also a poolside garden, which is also let out for
banqueting purposes and can accommodate around 1500 persons.
-
7/27/2019 sales & marketing strategies of hotel Centaur
40/43
-
7/27/2019 sales & marketing strategies of hotel Centaur
41/43
PRIME OBJECTIVEs: -
The objectives of hotel centaur are as follows:
Stay alive: -
Before making any policy and package, they always keep in mind that in order to
be in the [ market that they have to stay alive.The hotel for this objective make
many changes, for instance the price of the services, competitive strategies. In
this boom period strategies would be different then in the recession period it
keeps on analysing the situation, both economical and political and takes
actions accordingly. For this particular objective they attract client by giving
them different incentives.
GREATEST CONSUMER SATISFACTION
The hotel centaur strongly believes and follows the motto walkin happily & check out happily. The clients are the source of
revenue. In order make profit, it has to attract more and more
client. The management does their level best to give maximum
comfort to the client to satisfy them. The Centaur for its clients
satisfaction has offered many recreational activities. Its prime
objective is to satisfy the consumer from every aspects.
PROFIT MAXIMIZATION
Profit maximization is the prime objective of any well-established
business. It is the case with Islamabad Marriott Hotel. The
-
7/27/2019 sales & marketing strategies of hotel Centaur
42/43
management believes that the higher profits are important not only
to carry out large-scale business but also for the expansion purposes.
Retaining High Standards
Hotel centaur also keeps an objective of retaining higher standards
defined by their own visions. This is important to keep their business
different from other Hotels.
1.1 DEPARTMENTS OF THE COMPANY
-
7/27/2019 sales & marketing strategies of hotel Centaur
43/43